Scanned from the collection of
David Pierce
Coordinated by the
Media History Digital Library
www.mediahistoryproject.org
Funded by a donation from
John McElwee
Digitized by the Internet Archive
in 2014
https://archive.org/details/exhibitorsherald14exhi_0
e *
Lohn and Woody Join Selznick Organization
Rl
How's This for a Record?
A . B. Edson of The Steinauer
Theatre, Steinauer, Neb., -writes:
"Despite blizzard 'The Rosary' played
to the biggest business ever in this
town, and patrons said it was the best
show ever shown here. Played to al-
most 100 per cent and just lacked $9.00
of doubling my next biggest receipts."
Selig-Rork Presents
Thi
ROSARY
A First National Attraction
r
l>l. XIV, No. 14
MARTIN J. QUIGLEY, PUBLISHER
Enter ed as second-cits mutter, 'ug-.st n, 191 J, at the Pert Office at Chicago, 111., under the Act if kfrnrch 3, i!f9.
April 1, 19?,
Redd what
the critics sayS
su
'An impressive sight
Joes excellent work."
—Ex. Herald
"Marvelous array of interest-
ing scenes." — M. P. News
"The picture lives up to its
name in fine style."
—Film Daily (Wid's)
Presented by Carl Laemmle
Just when you need them most
rom
J far
upei
Wes
Exhibrton-
Univcrul
Employee!
l Moflthi i
Praised by
all reviewers
"A masterpiece — few equals.
Breath taking— astounding 1"
— M. P. News
"It almost brings the spec-
tators out of their seats I"
— N. Y. Eve. Telegram
"Suspense is terrific. Best
since 'Virgin of Stamboul'."
—Morning Telegraph
|
"In a class by itself. High
class melodrama."
— Ex. Trade Review
UNIVERSALAJEWELS
April 1, 1922
EXHIBITORS HERALD
Something Unheard CM
The Best" First- Run Mouses*
In the Land Are Goinp'Tb
feature This Marvelous
Chapter-Play
Carl Laemml©s
Gteatest GbnfinuQd feature
airy Mverr
CRUSOE
Noble Johnston
OS * FRlDAV"
Gertrude Olmsted
Percy Pembroke
Gertrude Claire
Joseph Swickard
DIRECTED BY ROBERT WILL
mmmmmmmmm
4
EXHIBITORS HERALD
April 1, 1922
RELEASED THRU UNIVERSAL
April 1, 1922 EXHIBITORS HERALD 5
A HERALD PRODUCTION
Presented W Distributed by AHV/CMTI IDFl
PLAYGOERS MUVtIN I UKfc.
PICTURES \ excitement!
atmosphere!
action!
thrills!
JP McGowan
$ Feckless
Chances
Mr. and Mrs.
cerDeHaven
'Marry
The Poor
Gm
Owen Davis
Oliver Morosco's Sta^e Hit by Owen Davis
Personally Supervised by Carter Denaven
~fcdapte<thy Rex Taylor Directed by Lloyd In^raham
a delicious
delightful
\ comedy!
t 4 Foreign Peprcsentat/ve
^ SIDNEY GARRETT
8.
EXHIBITORS HERALD
April 1, 1922
VESUVIUS CONQUERED!
Photographed in full volcanic action for
the first time in the worlds history
* FOX NEWS ■
A mid poisonous gases, white-hot lava and \
tornadoes of smoke a Fox News cameraman
flies into the flaming crater of Vesuvius
J&c^4!uri of death,with
cameraman both gassed
and T <cious,the aeroplane
die< ide- slipped into a crash
that w r ked the plane and sent
both occupants to the hospital
Jlere is another instance of
FgX News unequalled service to
the Exhibitor
KB
ADVERTISE IT AS A FEATURE
PLAY IT UP IN YOUR NEWS*
PAPERS-IN YOUR SLIDES-
ANO IN YOUR HOUSE PROGRAM
O
XTRA
RENTAL
to
r- w i .
Subscribers ^^29 ^
. — - — —
Ji
: ; ; — ; —
.ernlL 1 heat re, Milwaukee J
CLASS OF SERVICE
SYMBOL
Telegram
Oay letter
Blue
Night Message
Nlte
Night Letter
N L
It ncn* ol these three symbols
appears alter the check (number ol
words) this la a telegram. Other-
wiseits character is indicated by the
symbol appearing after the check.
WESTE
UNION
AM
Just one of
the many-
wires that
tell the
Story of.
Success I
NEWCOMB CARLTON, president GEORGE W. E. ATKINS, first vice-prejidint
Iwisem enarjeter 13 inoiciled or trie
trmbol ipptaimi) ttier Uie critcfc.
Now playing
I in important
I first -run.
I theatres
I of all
I key cities.
RECEIVED AT GRAND CENTRAL TERMINAL MAIN CONCOURSE, N. Y.,
A26 5 37 4 EXTRA
FA MILWAUKEE WIS 104 6A' 15
GOLDWYN DIST CCRPN 469 5 AVE NEWYORK NY
COME ON OVER OPENED BIG STOP AFTER EACH PERFORMANCE THERE WAS
HEARTH APPLAUSE STOP THIS HAS NOT HAPPENED SINCE THE OLD NEST
REGARDS
ASCHERS MERRILL THEATRE RALPH A WETTSTEIN MGR.
Goldwyn
res e i\ts
Rupert
Hughes
has written
another hit !
featuring
Colleen Moore
directed by
Alfred E Greene
come
on
over j
A Goldwyn Picture
1
Mystery Novel
adapted fronTMathias Sandorf "
Pafhepicture
FIRES
the Blood!
THRILLS
Che Heart!
PRESENTED By
LOUIS NALPAS
Pafhepicture
IulesVe
/ Mysmfy ifovel 1 1
<Xdapted from'Mathias Sandorf
Supreme !
Because
1. Jules Verne's name
is known to every
reader of fiction.
2. The "Isle of Zorda"
is a Monte Cristo tale
with the throb of
romance and the
thrill of adventure.
3. It has the most sen-
sational escape from
a prison, set on the pin-
nacle of a precipice.
4. It has the lure of
Oriental intrigue and
the charm of beauti-
ful women.
5. It is gay with the
r e v e 1 ry of M o n te
Carlo. Its luxury and
lavishness is match-
less.
6. It has a slave market
scene that is the acme
of French artistry.
7. Its dramatic climaxes
are peak high and the
acting is peerless.
Book it for a Long Run!
CROWD
your Lobby!
EXPLOIT
Pafhepicture
this Special!
DIRECTED By"> i
HENRI FESCOURT I
W
Verne's
Mystery Novel
Speaks the language your box-office loves to hear.
Pafhepicture
LEWIS J. SELZNICK.
presents —
ELAINE
HAMME
IN
ft
Rockies
Adapted f rom a story by CO
Scenario by EcVard J MonVa^
REALART PICTURES PRESENTS
Through a Qlass Window*
.A story with the same heart appeal as
"Humoresque," carrying the spectator
through smiles and tears to happiness.
The beautiful star has never been so appeal'
ing as in this, nor has she ever had before
the opportunity for portraying all shades
of emotion and drama.
Story and Scenario by Olga Printzlau. Directed by Maurice Campbell.
DISTRIBUTED BY
^FAMOUS PLAYERS LKSHf CORPORATION S
BIGGER
than the seven wonders of the world
The Temple of the Her-
mit in "The Mistress of
the World" is twenty-
seven feet higher than
the Leaning Tower of
Pisa.
The set representing the
Great Wall of China
covers more territory
than the Hanging Gar-
dens of Babylon.
The secret Treasure
Room of the Queen of
Sheba is larger than the
Temple of Diana.
The Temple of Ophir is
larger in all its dimen-
sions than the Great
Pyramid.
The arena in which the
steel-melting machine is
demonstrated seats 7,000
more people than the
Coliseum of Rome.
The underground tunnel
is longer than the Cata-
combs of Alexandria.
The statue of the Sacred
Dog of China is more
enormous than the
ancient Colossus of
Rhodes.
LTOUR mighty motion
A pictures representing
the summit of cinema
achievement.
In spectacle, in thrill, in
number of persons en-
gaged, in money and time
spent, these pictures dwarf
every other entertainment
in the history of the world.
Each one is complete in
itself, and forms a full
evening's entertainment.
No. 1 The Dragon's Claw
No. 2 The Race for Life
No. 3 The City of Gold
No. 4 Saved by Wireless
From the novel by Carl Figdor.
Directed by Joe May
Hamilton Theatrical Corporation presents
Ml STRESS of
THE WORLD '
with MIA MAY
A series of four
Cparamount (pictures
TO
14
EXHIBITORS HERALD
April 1, 1922
SHADOWS
have caused more dread and terror than anything else
except the visible menace of death, from the ages of primi-
tive man to the present day. On the other hand, shadows
now are providing mankind with nine-tenths of all its
theatre entertainment, for the motion picture is nothing
more nor less than the play of shadows on a lighted screen.
SHADOWS
in general are confused and vague, and much of confusion
and vagueness have existed in the great entertainment in-
dustry of producing and distributing motion pictures.
life u. '' .; V r? >;
SECOND NATIONAL
PICTURES CORPORATION
is eliminating this confusion by the application of system-
atic methods and providing the best possible photodramas
on terms which give distributors and exhibitors fair shares
of the gains.
"THE NIGHT RIDERS"
"HER STORY"
"DAVID AND JONATHAN"
Second National Pictures Corp.
140 West 42nd Street New York
April 1, 1922
EXHIBITORS HERALD
15
«j?n International Film. Service Co.
Production
American Releasing Corp.
Alix Strickland fought the hardest battle of a woman's
life to hold her own husband — and her younger sister
was "the other woman."
"Sisters" is an emotional drama from one of the greatest
novels ever written about marriage.
This splendid production is released nationally by us on
April 2, exploited with a tremendous advertising campaign
in the seventeen William Randolph Hearst newspapers and
serial publication of the story in each of the Hearst cities.
All the big first runs are booking it.
From the novel by
KATHLEEN NORMS
Directed by
ALBERT CAPELLANI
featuring
SEENA OWEN
GLADYS LESLIE
MATT MOORE
RELEASING CORPORATION
WALTER E GREENE, <Prt»fou
F. B. WARREN, V«xW,aulm
15 W. 44thSt. N. Y.G*Phones. Vanderbilt 7078-9
16
EXHIBITORS HERALD
April 1, 1922
Mutual Music tried out successfully iifc
Exterior o9
Ukckstone Qheatre
SOUTH BEND •• INDIANA
GlLlDorkson
•• manager -
"1 »*-ss2gS5'T
SOUTH BEND. M»M«»
„,.»1 MM »T~
.111
, JZ£+>"£Z2£»
u,. .»><» " *
2000 Seat House Equipped with
Kimball Or^an and Seabrook
Concert Grande Phonograph
The Seabrook is made in three sizes, it plays all mal
of phonograph records successfully and, because I
its patented construction, will reproduce a vocal r
orchestral record in exactly the same volume and tee
as attended its original recording. It can be equippd th;
Following the tryout at the Blackstone where Mr.
Ezra Rhodes has since succeeded Mr. Berkson
as lessee, installations were made in the Princess
Theatre, La Porte, Indiana, Mr. Isadore Levine,
owner, and in the Majestic Theatre at Kalamazoo,
Michigan, Mr. W. Griffith Mitchell, Manager,
and six other points are to be equipped between
March 1st and 10th.
at small additional cost with radio receiving and a
plrfying parts which will permit your entire au.-
ence to hear plainly the programs and news bro;l-
castcd nightly by powerful sending stations.
The instrument is sold outright or on a lease or rerJ
basis; it can effect the savings of thousands of doll I
a year in your theatre, or it can be made a source)!
income if you wish. It also hooks your house ip
with the phonograph and record publicity now I
pearfaig in your local paper— read the opposite pp
for details.
April 1, 1922
EXHIBITORS HERALD
15
outh Bend, Indiana on January 24th.
Blackstone Theatre ties up with local Victor, Brunswick, Columbia, and Okeh phonograph
record dealers and are playing the new monthly records of each in turn on the big
SEABROOK CONCERT GRANDE
ne theatre advertises "You can hear all the latest
lonograph records at the Blackstone." Each re-
c-rd dealer advertises "Go to the Blackstone and
1-ar records." As each record is played, the
lake, name and number of that record is flashed
(i a control board alongside the instrument.
'ie phonograph "fans" will now hear all makes of
i cords in their local theatre instead of going to the
siall demonstration booths of several dealers.
The Blackstone Theatre has just been taken over
by Mr. Ezra Rhodes who controls several other
of Northern Indiana's better picture houses. Under
his management "Caruso week" was celebrated
from March 1st to 7th. A selected list of the great
Caruso's records was played in addition to the new
March Victor dance records.
The Blackstone, The Princess and The Majestic
were the first theatres in the United States to pub-
licly acknowledge the birthday of this great ar-
nat is a greater service to the phonograph owner
.fan you realize and a Seabrook equipped house is
,te only place in town where he can hear them all
rfliily one Concert Grande is placed per city up to
0,000. You have no competition in bringing
onograph fans to your theatre regularly — regu-
.'Ty enough to soon make them "movie fans."
iiiey will look to your theatre for new music as
:= -11 as for new pictures.
tist by presenting in their theatres his golden
voice in the same volume and tone as though the
man who has passed stood before them.
Remember there is no substitute for Seabrook
volume and tone which are strongly protected by
basic United States patent claims already issued.
We will be glad to put the entire proposition before
you arranging for a demonstration without obliga-
tion if vou wish.
Address, Kenyon W. Mix, Director,
Mutual Music Division, Dodge Manufacturing Company, Mishawaka, Indiana
18
EXHIBITORS HERALD
take particular pride in announcing?
April 1, 1922
magnificent visualization of the
old testament, exceeding in .grandeur,
size and impressiveness anything euer
before attempted by producers of the
Old or Hew World. Unfolding accurately
and in perfect detail a story hnoumto
eueru man, woman and child. Present-
ing urith the touch of the supreme art-
ist, an array of characters and scenes,
startling in originalitu and aioe-inspir
ing in magnitude, lion-sectarian in
jits appeal, and uniuersal in its scope,
Efter jSixDaus" will lift the motion
Picture unqualifiedly to the plane of
the legitimate drama and add mat-
erially to the prestige of Americas
first run theatres.^Por complete in;
formation rejardirujTlfterjSfaDajd
distributors, exchanges and lead-
ing theatre men should apply now to
& (Etoelue &eel
£>upcr $robuction
rt class
tcture* Corp,
1540 Broadumy XlcwTTork1
Bryant 3271
Cable JWdres*::BEfeisspicf,Il.y.
Ht> Gjitertainmrnt tUeT^ubVtc flXTill IVrucr Fernet /
April 1, 1922
EXHIBITORS HERALD
19
ANNOUNCEMENT
THE GEVAERT COMPANY OF AMERICA
beg to announce to the Trade that the increased
demand for GEVAERT RAW FILM STOCK in
California has compelled the opening of their Holly-
wood Branch and Warehouse at 6514 Hollywood
Blvd., Hollywood, Los Angeles.
This Branch Office of the Gevaert Company of
America has succeeded the Inter-Ocean Film Ac-
cessories Corporation, who were the West Coast
Representatives of the Gevaert Company for the sale
of their raw film stock and they have secured the
services of Mr. E. H. Kaufmann, formerly President
of the Inter-Ocean Film Accessories Corporarion, as
their General Manager in charge.
The establishment in Hollywood brings the total
number of the Gevaert Branches up to eighteen which
are located throughout the United States, Europe and
South America.
GEVAERT RAW FILM STOCK enjoys
Universal Recognition. This is attributed to the un-
excelled quality of its emulsion and the proven dur-
ability, transparency and cleanliness of its base.
The Gevaert Company of America, Inc.
117 West 46th Street
NEW YORK CITY
6514 Hollywood Blvd.
HOLLYWOOD, LOS ANGELES
20
EXHIBITORS HERALD
April 1, 1922
NOW!!!
FIRST TIME IN THE HISTORY
EVER PLAYED THREE BIG SPECIALS
THERE'S A
THERE MUST
CELEBRATED PLAYERS
81 0 So. Wabash
April 1. 1922
EXHIBITORS HERALD
21
NOW!!!
CHICAGO THEATRE
"SCHOOL DAYS"
RANDOLPH THEATRE
"WHERE IS MY
WANDERING BOY
TONIGHT"
CASTLE THEATRE
'CHARGE IT!"
OF CHICAGO ANY EXCHANGE
5IN the loop at one time
REASON
BE ONE
3 FILM CORPORATION
Avenue, Chicago
■ ■
22
EXHIBITORS HERALD
April 1, 1922
The Most Valuable Publication
Ever Gotten Out in the Film World
"The Box Office Record has just been received
and she is a 'pippin'. You are certainly looking
down on the rest of 'em now. It's the handiest
reference for exhibitors ever compiled and every
theatreman should have one for protection if for
nothing else" — J. C. Jenkins, Neligh, Neb.
"You are to be highly complimented for rendering
such a valuable service to exhibitors. If I could
not get another I would not sell mine for $25.00.
I think it by far the best ever. No exhibitor can
afford to pass up either the HERALD or the Box
Office Record" — C. J. Latta, Lyric theatre, Harlan,
Iowa.
"The Box Office Record is just the kind of a book
I have been looking for for a long time and have
been unable to find. It seems that the HERALD
always comes in with what the exhibitor wants
and just at the right time" — A. H. Schurr, Grand
theatre, St. Mary's, O.
"The Box Office Record is surely a gold mine"—
F. B. Hogben, Lyceum theatre, Chenoa, 111.
"The Box Office Record is worth its weight in gold
to any exhibitor" — F. L. Claude, Cozy theatre,
Hazen, Ark.
The Box Office Record Receives Unparalleled Approval
April 1, 1922
EXHIBITORS HERALD
23
7/our <8<»c Qffice U Qo Smilin Cjffirouqk
THE
DAILY
Sunday, March 5, 1922
The Best Picture Norma Has Had in a Long Time
Norma Talmadge in
"SMILIN' THROUGH"
Asso. First Nat'l Pictures
get a lot of money in the box office for you. And
that's what you're interested ip^?«e days.
DIRECTOR Sydney A. Franklin
AUTHOR Allen L. Martin
SCENARIO BY James A. Creelman and S. A.
Franklin
CAMERAMAN Charles Rosher
TECHNICAL DIRECTORS W. Reineck and
Laurence Hitt
AS A WHOLE The finest picture Norma has
made for First National and one of the^
has ever turned
Ever since Joe S
rights to
of the '
fling fa
this is do
But th
the picture
ted as one
tain tri-
d once
otably.
it really
have
o 1 UK I WOt t
^ the most of
STORY Not the]
IrnplJ
Fault
the most of saI
for
'getting it under waj
Magnificent
tGHTINGS Very good
STAR Splendid. Tremendously effective in
costume phases and shows what a "trouper"
she is
SUPPORT Generally capable. Harrison Ford
manly as lover. To much of Wyndham Stand-
ing as the old disappointed lover
EXTERIORS Opening shots of Irish lake coun-
try magnificent
INTERIORS Very good
DETAIL A few slips in cutting. Titles excel-
lent
CHARACTER OF STORY Proves love never
dies and that lovers separated on earth meet in
Heaven
LENGTH OF PRODUCTION About 8,000 feet
Here's the best picture Norma Talmadge has ever
made for First National. Here is one of the best pic-
tures she has ever made. .That should be enough to
the pi
unite(
wind
accust
countr
minor
then "Sm
talked abo
Xot in yearTVrfiWs Norma app\/ed so appealingly.
Not for months has she had a character which fits her
so well and allows her the opportunities of showing
her ability. And what a picture she makes when she
appears in the costume of years ago ! What a delight
to the eye ! It makes one wish her next — which is a
costume play — were ready to see now. She is an ab-
solute delight.
The support is splendid. Harrison Ford is excellent
as the young lover. Little Miriam Battista is sweet as
the youngster and except that he-is in too many scenes
and overdoes the part of the hating old lover, Wynd-
ham Standing does well. Alec B. Francis is also good
as the companion to the old man embittered by his
love tragedy years before.
Get This and Clean Up — Tell Them What a Fine Picture It Is
and Use the Star's Name to the Limit
Box Office Analysis for the Exhibitor
You had better land this one. The crowd that
loves Norma in anything will rave about her in this.
And it should be a clean-up. Just say it shows Norma
in the best picture she tj^J^d in years and your crowd
will do the rest,
the story becauj
stand the idea </
the screen and.
Some people la'
too much detail about
ie folk don't under-
of dead people on
laugh at the idea,
'i idea as presented
in "Liliom" on the spoken stage. So play safe. But
there isn't a chance of your crowd being disappointed,
especially if they happen to like the star.
The splendid production, the magnificence of the
photography, the general ensemble is there — it should
pack them in and make them all the better and hap-
pier for seeing it. It's the sort of picture that will do
a lot for pictures generally. Not only please them
but make them want to ct>me back again.
A FIRST NATIONAL ATTRACTION
24 EXHIBITORS HERALD April 1, 1922
A Picture Filled With Thrills am
That's what all the reviewers say of the presentation by Inspiration Pictures, Inc., of
44
THE CAVE
Read What the Film Daily Says:
"If you are looking for a good winter subject with
excellent pictorial appeal you will probably find that
"The Cave Girl' is just what you are after. You can
promise them many beautiful shots and a fine atmosphere
throughout.
"For winter scenery and fine out-of-doors atmosphere
'The Cave Girl' belongs way up in the front rank.
Splendid pictorial appeal. There's no imitations or
winter 'effects' in this. It's the real thing and has been
beautifully photographed. There are any number of
beautiful shots of snow and ice covered country that
offer unusually effective backgrounds for the story.
"The piece takes a melodramatic turn in the burning
of the scheming lady's cabin and in the final rapids
rescue that furnish a thrill for the ending."
"She shrank back terrified as the great
mountain lion leaped from the cliff, direct
for his throat."
Glance at Some of the Big Thrills
Hunting Lodge set afire in mid-winter,
imperiling six lives.
Half-breed kidnaps beautiful white girl.
Two men fight to the death on a high
cliff.
Girl bound in a canoe drifts down swirl-
ing mountain stream towards certain
death in plunge over a gigantic falls.
Girl plots with half-breed to steal rival.
Two girls fight with savage man-beast
in a cave.
Mountain lion tracks human prey.
Canoe chase down dangerous rapids
where a mis-stroke means death.
Humans battle for life in terrific bliz-
zard.
Primitive girl trapped in a den.
Man plunges hundreds of feet over a
cliff to his death.
Gorgeous scenes in the Yosemite in mid-
winter.
And many more thrills in this battle for
life and honor in the wilds.
April 1, 1922
EXHIBITORS HERALD
25
ixcellent Pictorial Appeal!
From the stage success by Guy
Bolton and George Middleton —
with Teddie Gerard, Charles Mere-
dith. Borlis Karloff and strong sup-
porting cast.
Distributed by Associated
First National Pictures, Inc.
Released on the Open Market
26
EXHIBITORS HERALD
April 1, 1922
"Scores A Distinct Triumph!"
That's the way the critics speak of The Ameri-
can Beauty in her new series of bigger and
better pictures now being released. Just
^ glance at a few of the reviews.
MAKES GOOD AGAIN
"Katherine MacDonald scores a distinct tri-
umph in 'The Beautiful Liar.' The picture
is full of chuckles, grins and laughs." —
Atlanta Georgian.
MOST BEAUTIFUL STAR
"Miss MacDonald certainly is beautiful. A
picture to put everyone in good humor. The
wonderful gowns she wears are enough of
themselves to make a style show that every
woman will want to see." — Portland (Ore.) Tele-
gram.
CHARMING PERSONALITY
"Katherine MacDonald puts all the lure of
her charming personality into this interesting
picture. Fine acting." — Oregon Journal.
KATHERINE MacDONALD
IN
4 'The Beautiful Liar'
IN
4 'The Woman's Side'
Presented by
B. P. Schulberg
IN
"The Infidel'
IN
"Domestic Relations'
A
FIRST NATIONAL ATTRACTION
T 'Z NE'-V Y3RK
PUBLIC LIBRARY
TILDEN FOUNDATIONS
R 1S30 L
MARTIN J. QUIGLEY
Publisher & Editor
* ISSUE OF *
April 1, 1922
Longer Exhibition Life
A Continuation of Last Week's Editorial
By MARTIN J. QUIGLEY
rP HE gravest economic waste of the industry
*■ was declared in a discussion on this page
last week to be the brief exhibition life of the ma-
jority of good pictures. The trade's reaction to
our contention has resulted in such enthusiastic
approval from various competent sources that we
•re encouraged to continue our insistence that
practical steps be immediately undertaken in
order that the industry may come into an enjoy-
ment of the advantages to be gained by the elimi-
nation of the evil.
Intelligent consideration of any of the evils
and abuses of the motion picture industry —
whether they be of a commercial or of a personal
character — readily discloses the fact that prac-
tically all of them are traceable to the phenomenal
development of the business, the quickened pace of
every factor of the industry with a view to being a
step ahead of developments and the frequently
rash haste to avoid being left behind.
Without exception there is not a producing
organization that has not sacrificed vast revenues
through the neglect of intensified selling of its
product. With one production quickly following
another the earlier one has invariably suffered.
Among the older companies where production has
been kept up steadily for years the accumulated
loss of possible revenues from pictures that have
practically been forgotten about assumes a stag-
gering total.
A CASE that is illustrative of our contention
" is that of the Triangle Film corporation.
This company represents practically the only in-
stance of the liquidation of a motion picture com-
pany. Here is a company that for various reasons
became involved financially. Probably without
any choice in the matter, it completely suspended
operation as far as production and the undertak-
ing of new enterprises were concerned and pro-
ceeded to a liquidation which consisted chiefly of
getting the potential revenue out of the pictures
on its shelves.
The liquidation record of the Triangle Film
corporation is remarkable. Huge revenues were
obtained from pictures of earlier publication, and
in the fight of the record of companies which did
not suspend operation, it appears that the process
of liquidation produced an important income
which otherwise would have been lost. Attribut-
ing this income to the process of liquidation
simply means that, ceasing to function as a going
concern, Triangle was compelled to get its rev-
enue out of these old pictures, and this it did very
successfully, thereby adding the force of a prac-
tical illustration to our contention that millions
of potential revenue lies hidden in film vaults.
While this matter on the surface may appear
as a problem of the producer we want to insist
that the exhibitor consider himself a party to it.
As we see it. the elimination of the evil of short
exhibition life of good pictures affords as great
an opportunity for profit to the exhibitor as it
does to the producer. When an exhibitor can rent
a superior picture of older publication at ma-
terially less than the cost of an inferior picture
that has recently been issued, he should be and is
greatly interested. When the stage play "Light-
nin' ". after three years in Xew York City, came
to Chicago the public did not avoid it because it
was "old."
* * *
Vy HETHER or not the evil of short exhibi-
™ ™ tion life for good pictures can be elimi-
nated rests to a great extent with the exhibitor.
If every effort of the producer to bring older
pictures into operation is going to be stubbornly
opposed by the theatreman. then the solution of
the problem appears to be far off. If the pro-
ducer's effort along this line is to be resisted,
instead of encouraged, then the prospect is not
very hopeful.
However, as existing conditions are causing
exhibitors to ponder thoughtfully upon economic
questions affecting the industry we feel that this
is a question that will come in for his careful con-
sideration, and once he gets thinking about this
matter the solution is at hand, because the argu-
ments for longer exhibition life are definite and
unanswerable.
28
EXHIBITORS HERALD
April 1, 1922
-MARTIN J. QJJIGLEY
PUBLISHER £r> EDITOR
Published every Wednesday by Martin J.
Quigrley.
Editorial and Executive Offices: 417 South
Denrhorn street, Chicnco, Illinois. (Tele-
phone: Harrison 9248-9249.)
New York Office: 147G Broadway. (Tele-
phone: Bryant 1368 and Bryant 5111.)
Los Aneeles Office: 453 South Spring St..
(Telephone 600-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions. Mexico and Cuba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV April 1, 1922 No. 14
The only sane attitude for the
theatre owner toward the subject of
politics and his theatre is reflected in
a statement issued last week by the
M. P. T. O. of Missouri.
* * *
The following is from the Missouri
theatre owners statement and it puts
concisely what should be the invariable
position of exhibitors: "Remember
your audiences resent political propa-
ganda in and about your theatre. They
will patronize you — both Republicans
and Democrats, and especially the
great mass of independent voters — be-
cause you furnish them clean, healthy
recreation. Then, again, don't run the
risk of antagonizing any set of men-—
it's poor business."
* * *
An exceedingly informative and ar-
tistic brochure on the subject of com-
mercial advertising by means of mo-
tion pictures has been prepared by Mr.
Watterson R. Rothacker. The Roth-
acker opus sheds much light on the
progress that has been made in this
work and opens up a decidedly inter-
esting view of future possibilities. In-
cidentally, the Rothacker organization
is widely acclaimed as an authority- in
this branch of motion picture work.
* * *
In a statement printed in this publi-
cation last week, Mr. John Emerson
again voices his earnest argument for a
tariff on motion picture importations —
adding, however, nothing new to the
case but simply relying on his pre-
viously assumed position that the for-
eign film is a menace and that's all
there is to it. Mr. Emerson points to
the fact that in a recent week the
Strand, Rialto, Rivoli and Criterion
theatres on Broadway all played for-
eign films. Referring to this circum-
stance he says, "Four-fifths of our big
theatres in New York are playing for-
eign-made films. . . ." Many who
have striven to give Mr. Emerson an
attentive ear on this matter will be
shocked to note that for the purpose of
his argument he has seen fit to consider
the Strand, Rialto, Rivoli and Criterion
theatres as comprising "four-fifths of
our big theatres in New York."
* * *
The entrance of Mr. F. J. Godsol
into the active executive direction of the
affairs of the Goldwyn Pictures cor-
poration is a noteworthy trade event.
Mr. Godsol, although a young man, has
established a long and brilliant record
of commercial achievement in other
lines. His active participation in the
affairs of the Goldwyn company is cer-
tain to be productive of important de-
velopments.
* . * *
An association in which membership
is not a privilege and a benefit is hardly
an association of importance. If the
new association of producers and dis-
tributors accomplishes what it has set
out to do — or a substantial part of it
— there will be no doubt of one hun-
dred per cent membership.
Re -Takes
J. R. M.
Don't be fooled by anything you read
in this col. this week. Note the date of
this issue.
* * *
That was good advice somebody or
other gave someone en route to Califor-
nia the other day. He, or she, told them
not to take any Hollywooden nickels out
there.
* * *
Joe Weil threatens to call on us this
week. And we've received several warn-
ings that "the man from beyond" is on
his way. Looks like a big week.
* * *
"Goldwyn to film 'The Christian' on
other side." — Headline. After that it
ought to be well done on both sides, eh?
Sport Note
Saw a picture of Babe Ruth in the
paper the other day. It must be the b. b.
season .is approaching.
* * *
50-50
Margot Asquith says she never heard
of Babe Ruth. At that, I'll bet she'd have
a hard time selling Babe a ticket to one
of her lectures.
* * *
False Rumors
For several weeks there have been
many false rumors circulated by persons
who pretend to know the facts, that all
of the James Horse Fund was not spent
upon a horse but was used in riotous liv-
ing, lake excursions and box parties at
the opera.
Right here we want to correct this im-
pression. If there were any box parties
they were held in the company of our
horse, down there in old Kentucky, where
the blue grass flows. This talk — which is
mostly insinuating lies spread by back-
room loafers — is propaganda against
sending our horse to N. Y. They claim
it's no place for a horse — that the field is
overcrowded.
That's a matter we'll leave up to our
readers. What's your vote on it? All
answers must be in by April 1.
* * *
Here Yer Are, Tom
Tom Bedding wants us to tell the world
that "The Rubaiyat" "is basically, pri-
marily and essentially, a love story." All
right, Tom, and we hope that there was
a good prop man on the job when they
staged that "jug of wine and thou" scene.
* * *
Ode to Sprig
Now's the sprig tibe of the year
Hriggig colds ad everythig.
Hrisk Bareh wids rig id your ear
Krcezig birdies whed they sig.
Hsdkerehief forsake he dot
I butt have thee every hour.
Hareh wids blow ad who does dot
That's what bakes the sprig so sour.
* * *
Lots of Work
I note a "first-class gag man" wants
a job in Los Angeles, according to Cam-
era. If he was in Chicago he'd have no
trouble hooking up with a first class
stickup man.
IN THIS ISSUE
OK SPECIAL IXTEREST
Talking Pictures Made Possible by
Use of Radiophone 30
Ohio Exhibitor RevieWI Pictures In
Advance for Patrons 48
new s OF THE \\ EBK
\ irginin Baa eta Ceuaorshlp Despite
Disturbance In Ohio 29
North Braaeh, Minn.. Liberals win
Elirht on lllue l.liws 31
k <>ii n and Woniiy Again with Lewi*
J. Scl/nlck Company 31
ill. I" i Salaries I* the One Thlnsc on
Which « elisors Airrcc 32
Directors Association OtVM Will
Bay* Hearty Reception 33
I II m Will lli- Shown In All Hut One
or End laaa polia i heatrea 3.1
Caayeatlon Ma* kdopi New Operate
inic Pisa fur Kuiisan 41
Call Conference to Discuss Indus-
trial Screen AdvcrtlsliiR 41
lutomohile Supplants Itallroad As
Carrier of Salesmen 42
DEPARTMENTS
The Pictorial Section 85
Ihc Week ill New York 40
Money Making ideas 42
The Theatre 43
N cw "pictures 53
He views 55
Public Kiichts l.i-uuriic 50
Letters from Header* 04
Topics of the Day 04
What the Picture Did for He
Theatre BnnJnmeni 70
ChlcuKo Trade Events S5
Guide tn Current Pictures 88
April 1, 1922
EXHIBITORS HERALD
29
Virginia Enacts Censorship
Despite Disturbance in Ohio
New Rulings Issued Limiting Power of Mrs. Snow,
Ohio 's Chief Censor — Appeal Board May Be
Appointed by State Executive
In the face of a censorship "scandal" in one state which has legal regula-
tion, the Virginia general assembly on the last day of its session adopted the
Adams-Jeffreys bill which requires exhibitors to obtain licenses for even-
picture shown.
The censorship fight in Virginia was considered one of the most bitterly
contested in the history of the state legislature. Reform advocates won by a
vote of 26 to 13 in the senate and 62 to 10 in the house. During the campaign
for enactment. Dr. Wilbur F. Crafts, paid lobbyist and superintendent of the
International Reform Bureau, was at the capital.
Board of Three Censors Is Provided
Opposing the measure were the exhibitors, Thomas Dixon, author and
playright, and members of numerous organizations. The Richmond Nczvs-
Lcacicr also was a staunch supporter of the industry in its fight.
Indict Four in Theatre
Crash Which Killed 7
(Special to Exhibitors Herald)
NEW YORK, March 21.— Four men
have been indicted, charged with man-
slaughter in the first and second degree,
in connection with the collapse last No-
vember of the American theatre at
Bedford and Park avenues, Brooklyn.
Seven people were killed and seventeen
injured in the crash.
The men indicted are: Samuel Mos-
cowitz, owner and builder; Joseph Gay-
dica, steel constructor; James M. Finlay.
building inspector, and James J. Kava-
naugh. who erected the structural steel.
Report Turpin Will
Quit Films in Year
(Special to Exhibitors Herald)
KANSAS CITY, MO., March 21.— A
pair of "cross eyes" that fitted in with
the description of none other than Ben
Turpin caused the popular comedian to
seek refuge in his train in Kansas City
last week. His admirers became too con-
gested.
Mr. Turpin and his wife were en route
to Hot Springs, Ark., for a short rest.
The comedian asserted that he intends to
retire from the screen in another year.
First Municipal House
Opened in Los Angeles
(Special to Exhibitors Herald)
LOS ANGELES, March 21.— This city's
first municipally owned and operated thea-
tre has been opened by Mayor Cryer
at 319 South Main street, in con-
nection with the Men's club. It will be
directed by the playground commis-
S ioners.
At present it is devoted exclusively to
pictures although it may become a dra-
matic house later.
Theatre Guilty Under
Juvenile Labor Laws
(Special to Exhibitors Herald)
FORT WAYNE, IND., March 21.—
Representatives of the Luna Amusement
Company, operating the Lyric Theatre,
pleaded guilty in the Circuit Court, to
employing children under 16 years of age.
They paid a fine of $25.
The children were not directly em-
ployed by the theatre, but were permitted
to appear on the amateur night programs,
it is said.
More Mail for Hays
(Special to Exhibitors Herald)
INDIANAPOLIS, IND.— March 21 —
A resolution urging the elimination of
drinking scenes among women in motion
pictures was adopted by the state insti-
tute of Women's Christian Temperance
Union in session here. The resolution
will be sent to Will H. Hays.
A board of three censors, each to re-
ceive a salary of $2,400 annually, is pro-
vided under the law. The board is au-
thorized to pass upon posters and other
advertising, as well as pictures. The
board is supposed to limit its cutting
proclivities to pictures which, in its esti-
mation, are obscene, vulgar or likely to
incite crime.
Mrs. Snow Hit
Recent developments in the Ohio cen-
sorship rumpus indicate that Mrs. Evalyn
Snow, chief censor and target for at-
tacks by press and public, will be shorn
of some of her dictatorial powers and
may be ousted. The possibility still re-
mains that a referendum on the question
of censorship will be held in the fall.
A ruling has been handed down by As-
sistant Law Director Carl Shuler that the
action of Mrs. Snow in barring criticisr^
of censorship from an issue of "Topics of
the Day" was illegal. Despite the ruling
Mrs. Snow was standing pat on her rul-
ing that the reference to censorship
must be eliminated.
Plan Advisory Board
As a result of Mrs. Snow's tyrannical
and arbitrary rulings, it is believed that
Governor Davis will appoint an advisory
board provided under the law effective
on July 1, 1921. This will give the in-
dustry an appeal from Mrs. Snow's rul-
iners. something which has not been pos-
sible in the past. '
Educational Director Riegel. under
whose supervision the censor board is
supposed to operate, already has announced
rules which he hopes will eliminate the
present dissension. Included in his
orders are: Mrs. Snow must stop her
speech making over the state and devote
her time to her censorship work. All her
statements must be put in writing and
submitted to Director Riegel for approval.
Mrs. Snow also has been ordered to per-
mit her two assistants to censor pictures.
Can't Revoke Licenses
Under the new rulings Mrs. Snow can-
not revoke the permission to present the
film once it has been approved. Prompt
censorship also is promised, it having
been charged that in the past Mrs. Snow
permitted films to collect, thus interfer-
ing with bookings and dates.
Although Virginia, in the face of the
Ohio censorship tilt, enacted a censorship
law. it is believed that the fight will have
a bearing on other reform campaigns
throughout the country.
St. Louis Musicians
Face Lockout Unless
Salary Cut Accepted
(Special to Exhibitors Herald)
ST. LOUIS, MO., March 21.— Local
motion picture, vaudeville and dramatic
theatres are facing a possible lockout of
musicians on April 30, when the present
contract expires.
For the first time in years all classes
of amusement places are united in their
demands that the musicians reduce the
wage scale about 30 per cent and that
they re-adjust the working conditions so
as to relieve the theatre owners of some
of the features now in effect.
The musicians have announced they
would not accept a 30 pi r cent reduction.
They appointed a special committee to
confer with a committee of theatre own-
ers to ascertain whether a compromise
agreement can be effected. The commit-
tees are scheduled to meet Tuesday,
March 31.
Theatre Robbed While
Crowds Wait Outside
(Special to Exhibitors Herald)
LOS ANGELES, March 21.— While
crowds stood in line waiting to get in,
daring bandits entered the treasurer's of-
fice of the California theatre and looted
the safe of $12,000 Sunday night.
EXHIBITORS HERALD is the only motion picture trade paper which published
advertisements of ALL the sixteen national distributing organizations in the February
issues — a tribute to leadership which is of signal interest to buyers of advertising
space.
30
EXHIBITORS HERALD
April 1, 1922
Talking Pictures Made Possible
By Use of Radiophone
Interesting Experiment at Rothacker Plant Opens Way to
Wide Speculation -Plan Test in Theatres
SYNCHRONIZATION of the human voice and the motion picture by
means of the radiophone and a master projection machine at the
radiophone broadcasting station has been accomplished in an interesting
experiment recently successfully completed at the Chicago laboratory of
the Rothacker Film Manufacturing Company.
A second demonstration — this time in two or more Chicago theatres
— is planned at an early date.
THE radio talking picture is the in-
vention of Harry J. Powers, Jr., con-
nected with the Erlanger Theatrical
Enterprises with headquarters in the
Colonial theatre, Chicago.
Frank Bacon, star of the stage play
"Lightnin'," enacted the 200 feet of film
which was used in the experiment.
Watterson R. Rothacker, president ot
the Rothacker company, who is greatly
interested in the possibilities of the radio,
not only gave. Mr. Powers the use of his
laboratory but gave his personal services
and that of his technical staff as well.
* * *
Bacon took his position behind a table
set in front of a black velvet curtain and
from a standing position delivered a talk
on the possibilities of radio controlled
motion pictures, punctuating his talk by
smashing a water glass, ringing a dinner
bell, blowing a whistle and finally firing a
revolver.
To one side of the studio, a stenog-
rapher took down Bacon's words in
shorthand so that he could later give a
precise repetition of them over the radio-
phone broadcasting apparatus.
The second part of the experiment
took place the day following after the
negative had been developed and two
prints made. One print was placed in a
projection machine at the Rothacker lab-
oratory and the other in a projector at
the broadcasting station. The signal to
start was received from the broadcasting
station by the receiving instrument be-
side the projector at the Rothacker plant.
The projectors started simultaneously.
* * *
At the broadcasting station, Bacon, the
actor, watched himself on the screen and
repeated the words he had delivered the
day before, breaking the glass, ringing a
bell, and firing a revolver at the same
time his image performed on the screen.
At the Rothacker studio, Bacon's voice,
the smash of glass, the ringing of the bell
and the firing of the revolver was heard
in almost perfect synchronization with
the movements of the figure on the
screen, being carried by the radio, which
also controlled the projection machine.
The only slip-up was due to the human
element, one operator going faster than
the other regardless of signals. The Roth-
acker technical staff and engineers em-
ployed by Powers have devised a means
of placing the control entirely with the
radio.
Mr. Powers is now ready for a public
demonstration and plans to equip a num-
ber of Chicago theatres with radiophone
receiving instruments, and Frank Bacon
will broadcast from a station being in-
stalled in the Wrigley building.
K. C. Office Qualifies
In Pathe Sales Test
(Special to Exhibitors Herald)
KANSAS CITY, MO., March 21.—
The Kansas City Pathe office has quali-
fied in the $1,500 sales contest, according
to Harry Graham, branch manager. The
entire personnel of the Kansas City force
is jubilant over the apparent prospects of
nosing under the wire ahead of the field.
- A
Wesley Barry Greets
St. Louis Fans With
Talk Via Radiophone
(Special to Exhibitors Herald)
' ST. LOUIS, MO., March 21.— Wesley
(Freckles) Barry was introduced into the
mysteries of the radiophone while here in
connection with the showing of "Penrod"
at the new Grand Central and West End
Lyric theatres. The youthful star put
on a monologue for the people of St.
Louis and vicinity, sending his greetings
through the St. Louis Star's radiophone
concert.
Wesley was greeted at the station by
Mayor Henry W. Kiel upon his arrival.
With Director of Public Welfare Nelson
Cunliff he entertained children and in-
mates of the City Hospital. He also
participated actively in the affairs of the
St. Louis Police Relief Association, sell-
ing tickets for the forthcoming circus to
be given under its auspices.
Radio Music Program
For Audience at Five }
Kansas City Theatres
(Special to Exhibitors He-raid)
KANSAS CITY, MO., March 21.—
Many motion picture audiences in Kan-
sas City now are being treated to radio
concerts. A "three step" receiving ap-
paratus, owned by Frank Fisher and
Charles Siegfried, is being attached each
night to an aerial on one of the various
theatres, an amplifier placed on the stage
and the music, or singing, broadcasted to
the audience.
The concerts are being received al-
ternatingly at the Benton, Bancroft, Gill-
ham, Colonial and Murray theatres.
62 Reels of Stolen
Film Are Recovered
(Special to Exhibitors Herald)
CLEVELAND, O., March 21.— Sixty-
two reels of stolen film have been found
by local exchange managers in the homes
of prominent Lakewood families, accord-
ing to Paul Tessier of Pathe; Bill Finkel
of Lande Distributing Company, and
Fred A. Kintzler, detective, who have
been working on the case since the film
started disappearing some months ago.
According to the boys who were using
theiilms in their homes, they rented them
from a boy who gave his name as L.
Harrison. Most of the films stolen were
comedies.
Mary Miles Minter
Sails for Honolulu
(Special to Exhibitors Herald)
LOS ANGELES, March 21.— Mary
Miles Minter has sailed for Honolulu,
accompanied by her grandmother. Pas-
sage was booked under her own name of
Juliet Shelby.
Left to right: Harry Powers, Cameraman Charles Geiss, Watterson R. Rothacker,
Frank Bacon and Miss Esther Hoffman conducting the successful experiment of
producing talking pictures by use of the radiophone.
Will Assist McCormick
(Special to Exhibitors Herald)
LOS ANGELES, March 21.— Edward
De Baun Newman has arrived here to
act as assistant to John McCormick, '
Western representative of First National.
Mr. Newmar. will make his headquarters
at the United Studios.
April 1. 1922
EXHIBITORS HERALD
31
MORRIS KOHN, who has been ap-
pointed treasurer of Selznick by Presi-
dent Lewis J. Selznick.
Minnesota Liberals
Win Blue Law Fight
North Branch Will Have Its
Sunday Picture Shows
Hereafter
(Special to Exhibitors Herald)
NORTH BRANCH. MINN.. March
21. — Reformers of North Branch who
look with horror upon Sunday shows
must tolerate them in the future, tor at
the recent election these pious people
found themselves in the minority.
The "liberal" ticket headed by Dr. C.
W. Paulson won a two to one victory
over the reform advocates. Thus is ended
a two-year fight begun by C. E. Power
of the New Power's theatre, to open the
theatres here on Sunday.
Council Censored Films
The council which ordered the theatres
closed on Sunday also assumed jurisdic-
tion orer the pictures to be presented
here. Censorship is also abolished with
the election of the new council.
During the Sunday opening right the
case was taken to the district court at
Stillwater, which held that the blue law
ordinance could not be enforced. The
supreme court, however, reversed the de-
cision.
To Regain Lost Trade
Since that time both sides have been
waging a persistent fight. The reformers,
however, found at the recent election
that they were in the minority, so North
Branch expects now to regain the farmer
trade it lost when the Puritanical council
took office.
Church Disregards
Sunday Ordinance
Evanston, a suburb of Chicago, until
last Sunday could not boast of a Sunday
motion picture show. On Sunday, how-
ever, St. Luke's church disregarded the
ban which has kept the theatres closed
on the Sabbath and presented a motion
picture. Mrs. Grace Brooks. Evanston's
official censor, said that although she was
not aware the picture was being shown
she would not object so long as it was
shown in a church.
Kohn and Woody Again With
Lewis J. Selznick Company
Former Realart President Engaged As Treasurer
of Organization — Woody Succeeds Morris
As General Manager of Distribution
(Special to Exhibitors Herald)
NEW" YORK. March 21. — Morris Kohn, former president of Realart,
and John S. Woody, former general manager of Realart, about whose plans
there has been much conjecture since Realart was closed by Famous Players-
Lasky Corporation, have joined the Selznick forces as treasurer and general
manager of distribution respectively. Announcement that these two executives
had rejoined the producing company was made by Lewis J. Selznick, president.
Both Officials Well Known In Industry
Both Mr. Kohn and Mr. Woody are well known in the industry, Mr. Kohn
having been associated with many of the big producing and distributing or-
ganizations. Mr. Woody is recognized as one of the best sales force organizers
in the industry, and the Selznick organization has received many felicitations
on obtaining his services.
In rejoining the Selznick organization.
Mr. Woody succeeds Sam E. Morris, who
has gone to London to become head of
Select Pictures, Ltd.
Selznick Lauds Kohn
In announcing the engagement of Mr.
Kohn, President Selznick issued this
-tatement:
"Those familiar with Mr. Kohn's pre-
vious connection with me will recall that
he was treasurer of Select when Mr.
Zukor was associated in my business and
was placed with Select by Mr. Zukor to
look after Mr. Zukor's interests. It
strikes me that I could scarcely pay Mr.
Kohn a higher tribute than by inviting
him to return to the Select organization
to represent me 100 per cent. Incident-
ally, it is significant that Mr. Kohn is
returning with a world of interest and
enthusiasm."
General Manager Woody had this to
say relative to his association with
Selznick:
"It Seems Like Home"
"It's just like coming back home to
hang my hat up again on the fourteenth
floor of seven twenty-nine. My associ-
ation with Mr. Selznick and his boys in
the field, whom he so properly calls 'co-
workers,' in the earliest days of the
Select organization, established an inter-
est in the affairs of the company which
could not possibly be killed off by a
period of activity in other quarters.
"In the earlier days I was proud of
my connection with what was even then
conceded to be 'the best selling organiza-
tion in the industry,' and it has always
given me considerable satisfaction re-
gardless of any other connections, to
hear that this early reputation for ability
on the part of the Select crew was not
suffering to any considerable extent de-
spite changing general conditions which
were not always for the best.
"Back again in the fold you can take it
from me that the thing I want most to
do is to take that same splendid organiza-
tion which Mr. Morris has kept intact
and in smooth running order and help it
as best I can to step out and earn new
laurels for itself."
Blackton- Prizma Color
Feature Scheduled to
Play Capitol in April
(Special to Exhibitors Herald)
NEW YORK. March 21.— The J.
Stuart Blacktcn production, "The Glori-
ous Adventure," which was made in Eng-
land with the new Prizma color process,
has been booked for presentation at the
Capitol theatre in April.
Lady Diana Manners is star of the
Blackton attraction. The picture will
be presented at the Capitol under the di-
rection of S. L. Rothafel.
JOHN S. WOODY, former Realart offi-
cial, who becomes general manager of
distribution for Selznick organization.
Building Is Purchased
By Prizma for Offices
(Special to Exhibitors Herald)
NEW YORK, March 21.— Prizma, In-
corporated, producers of Prizma pictures
in color, has purchased the building at
3191 Hudson boulevard, Jersey City, ad-
joining its laboratory at 3193-3195 Hud-
son boulevard, to provide additional office
accommodations for its Jersey City force.
32 EXHIBITORS HERAL
* 'Higher Salaries" One Thing On
Which Censors Agree
Federal Censorship Will Never Work in America, Declares
National Board of Review Official
(Special to Exhibitors Herald)
NEW YORK, March 21. — It is a well known fact that no two censor-
ship boards agree on the same standards of morals, or on what
should or should not be eliminated from pictures.
There is one thing, however, according to W. D. McGuire, Jr., execu-
tive secretary of the National Board of Review, on which all censors do
agree, and that is "they want their salaries raised as often as possible."
THIS statement was made in a recent
interview on the question of federal
regulation of motion pictures. Regarding
the latter Mr. McGuire said:
"If any one is still under the delusion
that federal censorship of motion picture
films will ever prove satisfactory in this
country, he shows an amazing ignorance
of the psychological motives which keep
the censorship agitation alive.
* * *
"The demand for censorship nowhert
originated with the people who attend the
theatres and know whereof they speak. It
comes from that ever enlarging group,
many of whom entered social and reform
work during the war as volunteers and
are now making reform a profession.
They have found that self-righteousness
frequently pays handsome salaries as
witness J. Wilbur Crafts of the Interna-
tional Reform Bureau hurrying about
the country.
"These reform groups attack the mo-
tion picture because it is always easier
and safer to attack the poor man's amuse-
ment than the rich man's pastime. They
take the money away from the rich and
the joy away from the poor. It makes a
good combination.
"Federal censorship," continued Mr.
McGuire, "will never work in America
where the whole theory of democracy is
based upon the right of the smallest com-
munity to work out its own salvation as
far as this can be done without interfer-
ing with the rights of a larger group
either in state or nation.
* * *
"Throw the work of a censorship com-
mittee into politics or center its authority
in the hands of a central commission and
the work of review will become as arbi-
trary and bureaucratic under federal con-
trol as it has proved under state control.
The whole question of motion picture
censorship boils down to the fact that
the people who hate the pictures and do
not go to the picture shows do not trust
the good intentions and good spirit and
wholesome-mindedness of those who love
the pictures and enjoy picture shows."
Four Companies Will
Build New Exchanges
At Washington, D. C.
{Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C., March 21.—
Plans for new exchange buildings by
Goldwyn Pictures Corporation, Uni-
versal Film Manufacturing Company,
Vitagraph and Fox Film Corporation in
Washington have been approved by au-
thorities and work will be started soon.
The move is the result of a notice served
on all film exchanges in the District of
Columbia that on or before March 3 they
must comply with all safety regulations
or file acceptable plans for new buildings.
Through the instrumentality of the
Washington Bureau of the National As-
sociation of the Motion Picture Industry
a delay was granted the companies at
that time in order to enable them to meet
the situation.
Each of the exchanges will have a
separate building. Court proceedings
have been indefinitely suspended follow-
ing the acceptance of the plans.
Confers on New Plants
(Special to Exhibitors Herald)
LOS ANGELES, March 21.— Watter-
son R. Rothacker arrived here Sunday
to confer with Joseph Aller on technical
plans for links of the Rothacker Labora-
tory which are to be added in London,
New York and Toronto.
D April 1, 1922
Popular Prices Bring
Increased Attendance
At South Bend Theatre
(Special to Exhibitors Herald)
SOUTH BEND, IND., March 21.—
That the people of South Bend and ' vi-
cinity are ready and more than willing to
patronize good motion pictures shown at
popular prices was demonstrated at the
Blackstone theatre Sunday, when nearly
7,000 people paid 25 cents each to see
Wm. S. Hart in '"The Whistle." Mana-
ger Ezra Rhodes, the new lessee of the
Blackstone, declared that he was thor-
oughly satisfied with the way people
greeted the new policy.
And one of the most gratifying features
of the first day's attendance was the fact
that it represented people from every
walk in life. There were farmers, me-
chanics, workmen, and a goodly repre-
sentation of business and professional
men from several nearby cities.
Mr. Rhodes, who operates the La Salle
and Castle theatres in South Bend, as well
as theatres in Elkhart and Mishawaka,
took charge of the Blackstone recently
under a 10-year lease. The reduction in
price from 40 cents to 25 cents was one
of the first changes made under the
Rhodes regime, and people throughout
this section of the country are watching
the developments with interest
Shipman to Produce
Book by Sullivan for
Canadian Film Firm
(Special to Exhibitors Herald)
SAULT STE. MARIE, ONT., March
21. — Contracts have been executed be-
tween Sault Ste. Marie Films Limited,
a provincial corporation, and Ernest
Shipman, Canadian producer, under the
terms of which the local company will
finance the making of Alan Sullivan's
book, "The Rapids," at an estimated cost
of $200,000. The wide interest in the
story offers possibilities of Canada's first
million dollar picture, it is said.
On the board of directors are: S. W. C.
Franz, president, Algoma Steel Corp.:
Major P. B. Wilson, vice-president, Span-
ish River Pulp and Paper Company;
George A. Montgomery, president, Al-
goma Central and Hudson Bay Railway
and Algoma Eastern Railway Company:
George W. Goodwin of Goodwin and
Carmichael; James Lyons, president.
Hoard of Trade; John Hussey, general
manager, Hussey Ferrier Company, Ltd.,
and Ernest Shipman.
An advisory board has also been formed
consisting of the Mayor and leading men
and women identified with social and edu-
cational organizations.
Mabel Normand to
Go Abroad in April
(Special to Exhibitors Herald)
LOS ANGELES, March 21.— Mabel
Normand is planning to leave for the
East in April and from there board a
steamer for a tour of European countries.
Shallenberger on Tour
Dr. VV. E. Shallenberger, president of
Arrow Film Corporation, passed through
Chicago on March 18 on a tour of ex-
change centers in the Middle West.
First National to Take Goldwyn
Productions After May 1, Report
(Special to Exhibitors Herald)
NEW YORK, March 21. — The much rumored union
of the First National and Goldwyn corporations in so far
as distribution is concerned is now said to have been ar-
ranged to the satisfaction of both companies and the con-
solidation will become effective on May 1.
No official announcement has been made by either company but
it is generally known that a holding company has been formed and
capitalized at $2,000,000 for the purpose of handling the matter.
The agreement is for ten years and by its terms First National
will distribute all Goldwyn product, the latter organization devoting
its entire attention to producing. Another important angle is that
First National will have the use of the Goldwyn studios at Culver
City.
April 1. 1922
EXHIBITORS HERALD
33
Directors Association Gives
Will Hays Hearty Reception
1,000 Attend Organization's Dinner-Dance Held at
Hotel Astor in New York— Prominent City
Officials and Film Men on Program
(Special to Exhibitors Herald)
NEW YORK, March 21.— Will H. Hays has had his formal introduc-
tion to the motion picture industry, and judging from the heartiness of the
reception, the industry is strong for him. The introduction was in the form
of a dinner given last week at the Hotel Astor by the Motion Picture
Directors' Association in honor of the new head of the Motion Pic-
ture Producers and Distributors of America.
1,000 Lights of Industry in Attendance
The dinner was preliminary to a dance and was attended by more than
1.000 of the lights of the industry. Every branch of the industry was
represented in large numbers. Producers, distributors, directors, exchange
men, stars and near stars hobnobbed together like one large family — differ-
ences of all kinds for the time being forgotten and grievances forgiven,
at least temporarily.
Films in All But One
Indianapolis Theatre
New Arrangement May Leave
City With Only One
Dramatic House
(Special to Exhibitors Herald/
INDIANAPOLIS, IND., March 21.—
Indianapolis may have only one theatre
presenting legitimate attractions next
season, now that Lee Shubert and A. L.
Erlanger, theatrical rivals for nearly
twenty years, have reached "a perfect
working understanding" for the operation
of their theatres in New York and
throughout the country. According to
Nelson Trowbridge, manager of the Mu-
rat, one of the two theatres, either his
house or English's will be closed, but it
has not been decided which.
Has Not Been Notified
Ad F. Miller, manager of English's
Opera House and part owner of the Val-
entine Company, which operated the the-
atre under contract with Erlanger, said
he had not heard definitely that an agree-
ment had been reached by the Erlanger
and Shubert interests, but said he knew
such a thing had been under way. Mr.
Miller refused to say which of the two
local theatres would be selected by Shu-
bert and Erlanger for the showing of
legitimate attractions. He said there was
a strong possibility that one of the houses
will be taken over by the Erlanger and
Shubert people for vaudeville purposes.
"Indianapolis is not supporting two
first-class theatres," Mr. Miller said.
Have Ten-Year Lease
The Valentine Company has a lease on
English's that runs ten years and it will
be continued either as the legitimate or
the vaudeville theatre, or in the event the
vaudeville house is not established, it
might be used for motion pictures, which
would place films in all but one theatre
here. The Shuberts showed vaudeville at
the Murat last week. Before the end of
the week several Indianapolis persons,
who have practiced acts, appeared before
the managers for approval of their acts.
Theatre Changes Made
In Kansas City District
(Special to Exhibitors Herald)
KANSAS CITY, MO., March 21.—
Four changes in ownership and manage-
ment of theatres in the Kansas City
territory have been announced during the
last week, including the purchase of the
Cozy theatre, Lyons, Kas., by J. L. Col-
born from P. E. Edwards; the purchase
of the Fairport theatre, Fairport, Mo.,
by Phil Ausmus; the purchase of the
Schnell theatre, Harrisonville, Mo., by
A. T. Perkins and the purchase of the
Star theatre, Yates Center, Kas.. by E.
L. Kirkham.
John Emerson, head of Actors Equity,
and himself a motion picture producer,
served as toastmaster, and during the
course of his introductory remarks, said:
"I think it is pretty generally agreed
that the movies need something. We
don't know exactly what that something
is, but we hope it is Will H. Hays."
Great Applause Greets Him
This was greeted with prolonged ap-
plause which subsided while Mr. Emer-
son completed his introduction of the
guest of honor, and was resumed with
increased force as Mr. Hays arose. After
the ovation had subsided, Mr. Hays
said:
"The motion picture industry accepts
the challenge in the demand of the Ameri-
can public for the highest quality of art
and interest in its entertainment.
Hays Accepts Challenge
"The industry accepts the challenge in
the demand of the American youth that
its pictures shall give to them the right
kind of entertainment and instruction.
"We accept the challenge in the
righteous demand of the American
mother that the entertainment and amuse-
ment of that youth be worthy of their
value as the most potent factor in the
country's future.
"By our opportunities are our respon-
sibilities measured. From him to whom
much is given much is required. The
potentialities of the motion picture as a
source of amusement, which is necessary,
and as a moral influence and educational
factor are limitless.
Responsibility Is Great
"If this is so, and' it is undeniable, then
just as that opportunity is great, so in
like measure is the responsibility. That
responsibility is accepted. Our associ-
ation is dedicated to the aid of the indus-
try in the discharge of these obligations.
It is a task that commands the best
efforts of everyone.
"With an appreciation of this industry's
importance in the business world and a
full knowledge of its own great future,
yet in that spirit of humility which recog-
nizes difficulties and limitations, this
association takes up its work in the
confidence born of the knowledge of its
own earnest purpose and with the convic-
tion that we will have the sympathy and
cooperation of all those connected in any
way within the industry itself and the co-
operation and sympathy of the public,
whose servant the industry is."
Gathering Distinguished One
The gathering was a distinguished one
aside from the members of the film in-
dustry. Mayor Hylan and a number of
city and national government officials
being in attendance. At the speakers'
table, in addition to Mr. Hays, Mr. Em-
erson and Sidney Olcott, president of the
Directors' Association, were:
Mayor John F. Hylan, Adolph Zukor, Marcus
Loew. J. D. Williams. William Randolph Hearst,
Channing Pollock, Lewis J. Selznick, Judge John
McAvoy, Albert Firmin. Paul Brunet, R. H.
Cochrane, Judge Edward B. La Fetra. Samuel
Goldwyn, Judge Mastbaum, Arthur Brisbane,
Courtland Smith, Paul Block, Albert L Lasker,
chairman of the United States Shipping Board;
Seward Prosser, president of the Bankers' Trust
Company; Sydney Cohen, president of the Mo-
tion Picture Theatre Owners of America; Peter
Brady, chairman of the Educational Department
of the State Federation of Labor; Sol Rogers,
James Davis Secretary of Labor. Hugh Frayne,
of the American Federation of Labor; Betty
Blythe. Mae Murray, Corinne Griffith, Frances
Marion, Constance Talmadge and Anita Loos.
Hylan Thanks Industry
Mayor Hylan was given a rousing re-
ception when introduced by Mr. Emerson
as a broad-minded public official, who
was strong for motion pictures. After
thanking the members of the industry for
hearty cooperation given him in every
movement for the city's welfare, Mr.
Hylan said:
"And it has been my privilege and duty
to encourage the motion picture directors
(Concluded on page 42)
EXHIBITORS HERALD is the only one of the four national motion picture trade
papers which showed a net increase in the proportionate amount of advertising pub-
lished in February, 1922, as compared with the same period of last year.
This record, established at a time when buyers of advertising space are selecting
media with the utmost care, is of signal interest to the industry.
34
EXHIBITORS HERALD
April 1, 1922
Strange Things Happened Ten
Years Ago in Industry
Exhibitors Once Selected Sensational Posters Then Found
Pictures That Would Match
WHO made the first personal appearance? What was one of the
most successful pictures ever produced? Who was the first stage
favorite to appear in pictures?
Carey Wilson, Goldwyn staff writer, answers these and many more
questions relative to the motion picture industry of ten and twelve years
ago. He says:
REMEMBER the days when the
JL exhibitors of New York City would
call around at the various exchanges,
buy a lot of sensational posters, and then
search until they found a picture which
would match with the posters.
"I had a little picture theatre once,
the license of which was forfeited by
General Film Company and Motion Pic-
ture Patents Company because I ex-
hibited an unlicensed film. We all paid
a royalty of $2 a week to the trust as
license fee for each projection machine.
* * *
"The most successful picture I ever
knew of was the Mary Pickford 'Tess
of the Storm Country.' The theatre
managers never came back with a com-
plaint after that one.
"Ten years ago small town exhibitors
recognized the anonymous genius of
D. W. Griffith by running 'Biograph
Days' one day every two weeks on which
the accumulated four or five Bio one
reelers were advertised. This is the first
instance I know of where directorial abil-
ity became a box office attraction.
"Vitagraph days were also popular,
principally because of the many popular
players under the 'V banner.
"I think the first personal appearance
ever made was when I had John Bunny
appear at a little Northern New Jersey
movie house I operated. The public
smashed down most of the theatre, and
poor old Bunny was making personal
appearance until after 1 a. m. to give all
a chance to see and hear him. I think
this was in 1910 or 1911.
* * *
"What an event it was when Selig
announced a three reel picture, 'The
Coming of Columbus.' And if I'm not
mistaken, Hobart Bosworth played Col-
umbus.
"The first stage favorite engaged for
pictures, was, I think, Mabel Taliaferro,
secured by Selig to play the lead in
'Cinderella.' This was some time before
Zukor and Dan Frohman started the
stage players principle with the forma-
tion of F. P.
"I laugh when I read of Ina Claire's
'debut' in films with 'Polly with a Past.'
She made two pictures for Famous Play-
ers years ago, one as I recall it was
'The Wild Goose Chase.'
"I stood in the back of the Strand
theatre shortly after it opened with the
late Mitchell Mark, the founder of it.
We were looking at a Sennett comedy-
Mark said, 'That little fellow with the
big pants is surely funny.' Neither of
us knew his name then. It was Charlie
Chaplin."
Buys Two Theatres
At Tipton, Indiana
(Special to Exhibitors Herald)
TIPTON, IND., March 21.— Clyde
Wilson, of Rochester, has purchased the
Martz and Grand theatres in this city
from Arthur Jackson who is retiring.
The Martz will be closed until repairs
and improvements are made. It has a
capacity of 800 and the Grand, 365. These
two houses are the only theatres in Tip-
ton, which has a population of 5,000.
Mr. Wilson recently sold the Para-
mount theatre at Rochester which he had
operated six years.
Costume Plays Grow in Popularity
Public Demand is for the Spectacular Type Photoplay is Belief
of Robert Edeson
That the cycle of dramatic popul
costume play is the opinion of Robert
role in Metro's "The Prisoner of Zen
typical costume play.
"We arc all a bit fed up on love among
the oak-top desks," says Mr. Edeson.
"Perhaps this is the second reaction from
the war. Our first impulse was to cast
away regalia forever. Now comes the
consequent return swing of the pendulum.
Wc want back our color."
The height of the costume effect in
"The Prisoner of Zenda" is ii.dicated in
the fact that the production deals with a
mythical kingdom in central Europe, a
country with scarlet lined cloaks, glitter-
ing ceremonies, stately gowns for the
women and men with medals and ribbons
on their chests. It is said to be a costume
arity is swinging about again to the
Edeson who is playing an important
da." This photoplay is said to be a
play in every sense.
'The Prisoner of Zenda,' I believe,"
says Mr. Edeson, "is a forerunner of a
general recrudescence of romance upon
the screen and stage as well. It's sheer
romance; not what happens — but what
could happen. Mr. Ingram has chosen a
propitious moment for bringing out this
story in pictures. 'The Three Muske-
teers,' 'Orphans of the Storm' and 'The
Czarina,' Miss Keene's new stage play,
prove that both the screen and the stage
arc dressing in court uniform.
" 'The Prisoner of Zenda' is based on
Edward Rose's dramatic version of Sir
Anthony Hope's novel."
WALLACE BEERY appearing in "The
Policeman and the Baby," a short reel
feature being distributed through Edu-
cational.
Arrive at Agreement
In Controversy Over
Theatre Sale Details
(Special to Exhibitors Herald)
KOKOMO, IND., March 21.— A com-
promise settlement has been arranged in
the matter of the sale of the Paramount
theatre by William Keifer to Mrs. Julia
Corbett. This sale became the basis of a
suit in the circuit court, in which it was
represented that Mr§. Corbett was being
overreached by Keifer and by Olin R.
Holt, who is said to have acted as attor-
ney for both parties in the transaction,
to the extent of several thousand dollars.
In the settlement arranged last week
only Keifer and Mrs. Corbett were par-
ties. Keifer, according to counsel for
Mrs. Corbett, gives her back everything
he was getting in the deal, but sells the
theatre to her for $1,000 for which she
gives her note, payable in eighteen
months without interest.
"Gypsy Passion' " on
Broadway March 26
(Special to Exhibitors Herald)
NEW YORK, March 21.— "Gypsy Pas-
sion," the French picture published by
Vitagraph, will have its Broadway open-
ing at the Strand theatre March 26.
Following the success of "The Sheik's
Wife," Vitagraph's other French produc-
tion which opened at the Strand March
5, Manager Joseph Plunkett has booked
"Gypsy Passion" for the earliest possible
date.
"Reported Missing" Is
New Selznick Special
(Special to Exhibitors Herald)
XI YV YORK, March 21.— "Reported
Missing" has been definitely decided upon
as the title for the new Selznick special
starring Owen Moore, which will be pub-
lished within a few weeks.
The production is said to be a com-
bination of drama and comedy on which
much money has been expended to make
it one of the big pictures of the season.
April 1, 1922
EXHIBITORS HERALD 35
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of April 1
Stories Told
by
the Camera
Using an oxy-acetylene blowpipe to make a realistic "old ship-
wreck" out of a freshly built set. Goldwyn then used it for at-
mosphere in "Yellow Men and Gold."
Sol Lesser and Jackie Coogan. Mr. Lesser
has decided to star the little fellow in "Oliver
Twist" and road show the production at $2
top.
Anna Guy Clemons of New York City and the free hand sketch of Miss Dorothy
Phillips, First National star, which gained the artist admission to the National
Academy of Design.
Rex Ingram and Alice Terry are now
honeymooning after completing "The
Prisoner of Zenda" for Metro.
Victor Herbert, noted musician, vis-
its Guy Bates Post, who is making
his first picture for First National.
Mae Murray in her new
production "Fascination"
(Metro).
36
EXHIBITORS HERALD
April 1, 1922
Richard "Mickey"
Daniels, freckled star
of Vitagraph's "My
Wild Irish Rose."
Claud Saunders, Paramount exploitation
chief, whose efforts in behalf of Para-
mount Anniversary Month have brought
excellent results.
A colorful bit from "'Beauty's Worth,"
Cosmopolitan film starring Marion
Davies and distributed by Paramount.
Hope Hampton, First National star,
observed Washington's Birthday at
Independence Hall, Philadelphia.
Picturesque scenes from "Salome," next Nazimova production, the first
print of which has been sent to New York. Charles Bryant directed the
picture. It will be distributed by United Artists Corporation.
April 1. 1922
EXHIBITORS HERALD
37
Employes of the Pathe exchange, St. Louis, Mo., photographed in front of the
branch office following a luncheon given by W. T. Yoder, district manager, on
March 4. Mr. Yoder is seen eighth from the left, standing.
George Melford discussing the forth-
coming Paramount feature, "The Woman
Who Walked Alone," with Dorothy Dal-
ton, Wanda Hawley and Milton Sills,
leads.
Authors, as well as misery, make strange bed fellows. The photo-
graph reproduced above is a still from "Iron to Gold," Dustin
Farnum's next starring vehicle for Fox Film Corporation.
Claire Adams in "When Ro-
mance Rides," new B. B. Hamp-
ton production distributed by
Goldwyn.
Gus S. Schlesinger, general man-
ager of the newly created War-
ner Brothers foreign depart-
ment.
Dot Farley, feminine lead in the
new Arrow Cruelywed Comedy
publication, titled "Husband and
Strife."
38
EXHIBITORS HERALD
April 1, 1922
Tom Moore, Penrhyn Stanlaws (with megaphone) and
Bob Lee, assistant director, on location making "Over
the Border," a Paramount picture.
A stand out crowd at the Chicago theatre, Chicago,
during the run of Fir»t National'* "Star Duit." Hope
Hampton wai pre»ent in per»on.
April 1. 1922
EXHIBITORS HERALD
39
Arthur S. Kane, newly
elected
president of Associated
Exhibi-
tors.
Louis B. Mayer, Henry B. Walthall and John M. Stahl, producer, star and
director, respectively, of "One Clear Call,'' new Mayer production for First
National distribution. Photograph made outside the Mayer studios.
One of Joseph Urban's settings
in "Beauty's Worth," Cosmopol-
itan-Paramount feature, star-
ring Marion Davies.
Viola Dana, on tour, meets C. E.
Kessnich, Metro district man-
ager, at New Orleans, and pleas-
antries are exchanged.
New photograph of Edith John-
son, co-star with William Dun-
can in Vitagraph productions.
A portable power plant capable of sustaining 4,000 twenty-five watt incan-
descent lamps, which has been in constant use by Universal Film Manu-
facturing Company over a period of eight months. A Winton Marine
engine, Westinghouse generator and a five-ton Fageol truck are included
in the construction.
R. C. Seery, formerly Chicago ex-
change head, has been made dis-
trict manager for First National
to supervise sales for the com-
pany in the mid-west territory.
40
EXHIBITORS HERALD
April 1, 1922
The WEEK in NEW YORK
IF YOU desire to make a trip to Europe,
California or somewhere, here's a tip
on how to bring it about. Just get Presi-
dent Yearsley of the A. M. P. A. to name
you as master of ceremonies of the
"Naked Truth" dinner. But you'll have
to hurry. The dinner takes place next
Saturday night.
Harry Reichenbach was the original
master of ceremonies selected by Mr.
Yearsley. The announcement was scarce-
ly made when Harry hustled off to Lon-
don on some big deal or something.
Jerry Beatty was named as Reichenbach's
successor to the job and everything went
along lovely until last Thursday when
Beatty's boss, Adolph Zukor, called him
in and said:
"Jerry, slip out to the coast, find out
all they're doing on the fall productions
and tell them how to do it. You only
need to stay about a month or six weeks."
So Jerrv left Saturday. After scanning
the horizon Mr. Yearsley called on Paul
Gulick to take the job. Gulick consented
with reservations, as per:
"You know that I want to attend that
dinner. Also you know that the golf sea-
son is right on top of us and I already
have a foursome arranged for the first
right day. I'll take that job on condition
that there is no penalty attached such as
was inflicted on Reichenbach and Beatty.
And I've got to have assurances that my
bosses understand these conditions."
So Gulick is still on the job and hasn't
as yet had orders to hike somewhere.
Some theatre managers are theatre
managers, but not so with S. L. Rotha-
fel, according to the esteemed Capitol
P. A. According to a piece of press copy
just at hand from said P. A., Mr. Rotha-
fel is "Director of Presentations" at the
big picture house. And I guess that will
hold a lot of the common, or garden
variety of managers for a small while.
* * *
Hiram Abrams, big chief of United
Artists, who was operated upon a couple
of weeks ago, is already so far on the
road to recovery that he is expected to
return to his office some day this week.
Mr. Abrams' illness came at a time when
he was contemplating a trip to Europe.
It is expected that he will make the trip
within the next few weeks.
* * *
P. A. Parsons, who was also on the
hospital list for some weeks, but who re-
turned to his duties in the Pathe offices
last week, is rapidly recovering his
strength.
"Have to do it," says P. A. "I've got
to get to that Naked Truth dinner, and
if I don't make the doctors think I am
real strong and well, they'll make me stay
home."
* * *
Charles Seay blew in from Maine to
attend the dinner of the Motion Picture
Directors Association just as that heavy
snow flurry struck New York last Thurs-
day. He figured that the snow storm was
a stage setting prepared to keep him from
being lonesome for Maine where they
have snow most of the time.
» * *
Morkik Ryskind, besides writing pieces
for the papers about motion pictures, and
being an actor in the "Naked Truth" film,
is also handling the publicity for the stage
play "The First Fifty Years." Ryskind
says the first fifty years of winning a rep
like Harry Reichenbach's is the hardest.
* * *
Fred Baer, who is now an old married
man (wedding a month ago), has joined
the ranks of plutocrats and taken a house
on The Concourse.
Irish Freedom Note: Eddie Rosenbaum
wore a green necktie on. St. Patrick's Day
and Jack Reilly didn't.
* * *
Charlie McCarthy, publicity manager
of Paramount, has been bitten by the
radiophone bug.
"Won't it be fine," says McCarthy,
"when all the newspapers have receiving
sets and all the producing companies have
broadcasting stations? Then we'll only
have to tell them."
* * *
Esther Lindner, publicity person of C.
B. C. Sales Film Corp., is all peeved up
because she hasn't had an invitation to
attend the "Naked Truth" dinner. In
fact, so het up is Esther that she is going
to have a "Naked Truth" dinner of her
own by taking her sweetie out to some
food emporium and tell him a lot of it
about himself.
* * *
Paul Perez, the bright young man who
helps Paul Gulick get out the Moving
Picture Weekly for Universal, is a great
little solver of mysteries — in fact, has our
old friend Sherlock backed into a corner
and hanging on the ropes. Here is Perez's
latest:
"One of the phenomena of the literati is
the non de plume. Authors choose them
for various and sometimes humorous rea-
sons, but hand the palm to Louise de la
Ramee for a unique invention. She be-
longed to a prominent French family and
when she took up writing she thought of
all the classical names in history in trying
to devise a striking pseudonym. Her
baby sister admired her concentration on
the subject.
" 'Ouida, Ouida.' she blubbered enthu-
siastically, which was the best she could
do with her inexperienced tongue on a
name like 'Louise.' So 'Ouida' Mile de la
Ramee became, inspired by kid sis. And
as 'Ouida' she wrote 'Under Two Flags.'
which Universal has bought for Priscilla
Dean's next picture."
So now we'll all be able to sleep o'
nights again.
* * *
Miss Sue McNamara. who has had
charge of fan magazine features for R-C
Pictures for nearly a year, has severed
her connection with that organization to
become personal press representative for
Marion Davies of Cosmopolitan Produc-
tions. Miss McNamara has had a wide
newspaper experience, ranging from spe-
cial feature writer for the St. I.ouis Re-
public and Sunday editor of the Pes
Moines Register to a special assignment
to do a scries of human interest articles
on Panama for the Newspaper Enter-
prise Association. Refore joining R-C
Pictures staff she did publicity for Gold-
wyn and I nee on the Coast.
John S. Spargo.
Careers foretold
Pesky Paste framed up - Fu
_ M P R
./l will reveal
Naked Truth
at their 2»J annual gridiron dinner and show- em- up show
rHE BILTMORE HOTEL
Food and Fun b>gui mt 7 o'clock, Sal. March 25 tk 1911
Lambert Gunther's Poster for the
"Naked Truth" Dinner of the A. M. P.
A., March 25. Butts Lithograph Co.,
prepared the Poster.
Final Preliminaries
Are Completed for
Naked Truth Dinner
(Special to Exhibitors Herald)
NEW YORK, March 21.— Freed from
two weeks of strenuous rehearsals that
have been held every evening, members
of the Associated Motion Picture Ad-
vertisers will frolic in burlesque and satire
on the commemoration of their second
installment of the annual Naked Truth
Dinner at the Hotel Biltmore next Sat-
urday night. For the past fortnight the
<rast, which includes practically every
member of the association has been toil-
ing ceaselessly perfecting stunts, gags
«md skits that will comprise the piece
de resistance' of the program annually
offered by the advertising men as their
original contribution to the progress and
fun of the motion picture industry.
Guests will assemble in the ante-room
of the ballroom of the hotel at 6:.'?0 and
the first course will be served promptly
at seven o'clock. To avoid confusion a
complete seating list has been made out
in advance and place cards will indicate
scats for every one.
Owing to the necessitated departure of
Jerome Beatty for California the duties
of master of ceremonies will be distrib-
uted among the different members who
have been responsible for planning differ-
ent parts of the entertainment. Approxi-
mately 400 will be present.
Governor Edwards to
Attend Paramount Ball
(Special to Exhibitors Herald)
NEW YORK, March 21.— Governor
Edwards of New Jersey will be among
the prominent persons who, with 1,500
members of the Paramount Club and
their friends will attend the Paramount
Anniversary Ball at the Hotel Commo-
dore March 31.
Vaudeville entertainment and dancing
are on the program. Norma and Con-
statue Talmadge will be there as well as
Will Rogers and other stars.
April 1, 1922
EXHIBITORS HERALD
41
Convention May Adopt New
Operating Plan for Kansas
Expect Members to Endorse Selection of General
Manager for Organization — Defeat of Music
Tax Society Is Looked For
(Special to Exhibitors Herald)
KANSAS CITY, KAN., March 21. — Plans are fast nearing comple-
tion for the semi-annual convention of the M. P. T. O. of Kansas, on
March 27 and 28, at the Hotel Lassen, Wichita. Kan. A special car will
be chartered by exhibitors from Kansas City who attend the convention,
while virtually every exchange in the Middle West will be represented.
One phase of the convention might be likened to a cour.t trial, both the
plaintiff and defendant present, with the judicial power vested in the
exhibitors. The case is docketed as "United Artists vs. S. H. Blair" and a
hot session promises to ensue. Mr. Blair is an exhibitor of Belleview, Kan.
Not long ago a letter from T. Y. Henry, branch manager of the Kan-
sas City United Artists office, to Mr. Blair severely censored the latter,
and threatened to play United Artists productions in churches and schools
at low prices in competition to exhibitors, after high rental prices had
been demanded of Mr. Blair, according to M. Van Praag, president of the
Kansas exhibitors.
Call Conference to
Discuss Industrial
Screen Advertising
(Special to Exhibitors Herald)
WASHINGTON, D. C, March 21.—
Motion picture men interested in the
production of commercial pictures, manu-
facturers and others have been invited to
attend a conference which is to be held in
Washington on April 11 by the National
Association of Manufacturers.
The call for the meeting was sent out
by the association for the purpose of
bringing together for an interchange of
views the various parties interested in
advertising American products through
motion picture films to be distributed by
the Department of Commerce. Several
hundred manufacturers, officials of the
organization declare, either already have
such films or have their production under
consideration.
There is a need for more efficient pro-
duction and distribution of these films,
is the contention, and it is intended to
place the results of the conference before
Secretary of Commerce Hoover on the
following day, when representatives of
trade organizations meet at the depart-
ment to discuss other matters.
Experts Interested in
"Cold Light" Invention
(Special to Exhibitors Herald)
LOS ANGELES, March 21— Cinema
scientists are discussing the new "cold
light" discovered by M. J. Ritterrath of
Hollywood. Because the light generates
no heat the study of living insects, X-
ray of human and animal bodies and the
projection on a motion picture screen
of inflammable articles are made pos-
sible, it is said.
That motion pictures will not take fire
under the "cold light" is another claim
made for the invention.
Balboa Studios Are
Sold for $100,000
(Special to Exhibitors Herald)
LOS ANGELES. March 21.— Balboa
Studios at Long Beach, formerly owned
by Horkheimer Brothers have been sold
for $100,000. The plant has been under
the control of the board of trade ever
since the reported bankruptcy of Hork-
heimers.
The property represents nine stages
with 10,000 feet of stage space and is one
of the most completely equipped studios
on the coast.
New $200,000 Theatre
Planned for St. Louis
(Special to Exhibitors Herald)
ST. LOUIS, MO., March 21.— Business
and professional men in the vicinity of
Grand avenue and Meramec street are
planning the erection of a $200,000 mov-
ing picture theatre and store building at
that corner.
This is one of the fastest growing sec-
tions of St. Louis. More than 200 bunga-
lows and flats are under construction
within a few blocks of that intersection.
Seery in Mississippi
R. C. Seery, new district manager for
Associated First National in the Mid-
western territory, is at Biloxi, Miss., for
a short vacation prior to assuming his
new duties.
"It is not that Kansas exhibitors will
meet at the convention with a chip on
their shoulders, but rather to get at the
bottom of alleged unfair tactics, hear
both sides of the question, and form our
conclusions."' Mr. Van Praag said. "It
is going to be made plain that exhibitors
of Kansas will not tolerate brow-beating
tactics from any producer. We have no
special grudge against the exchanges
and intend to be fair and impartial in
forming our conclusions. We expect
the same from the exchanges.
Has Plan to Offer
"I cannot emphasize too strongly the
vital importance of every exhibitor in the
state attending this convention. A big
proposition, something never before
equaled, will be offered the exhibitors by
a large producer on the floors of the
convention. This offer promises to create
a new era in the exhibitors' end of the
industry in this section, if not all over the
country."
A new system of operating and main-
taining the M. P. T. O. K. probably will
be adopted at the convention. Heretofore
the bulk of the routine work has fallen
upon the shoulders of one or two execu-
tives, mostly the president, who are thea-
tre owners and have a large amount of
personal work to dispose of.
Will Engage Secretary
Under the new plan, each exhibitor's
annual membership dues will be fixed at
Conventions
NATIONAL: To be held at Washineton,
D. C, at the New Willard hotel on
May 8 to 12.
KANSAS: To be held at Hotel Lassen,
Wichita, on March 27 and 28.
ILLINOIS: To be held at the Sherman
hotel in Chicago on April 4 and 5.
INDIANA: To be held at Indianapolis
probably on April 5 and 6.
WESTERN PENNSYLVANIA: To be
held at Pittsburgh on April 10, U and
12.
MINNESOTA: To be held at Minneapolis
on April 10, 11 and 12 at the Radisson
hotel. An exposition will be held in
conjunction with the convention.
WEST VIRGINIA: To be held at Park-
ersburg on April 11.
$32 a year, a business secretary engaged,
an office rented in the Film building and
operated under the supervision of the
chief executive officials of the organiza-
tion. An arrangement probably will be
made whereby an exhibitor will be al-
lowed half of his annual dues by showing
advertising slides of Paramount Publicity
Company of New York, a concern which
pays the exhibitors' organization a cer-
tain sum each year for the use of screens.
The music tax society apparently is
due for an overwhelming defeat follow-
ing the convention. A clause has been
discovered in the contracts of the music
organization which, in the opinion of ex-
pert legal advisers, means certain defeat
at the bar in any city in the United
States. Exhibitors who already have paid
money to this organization will welcome
news which is to be announced at the
convention. Frank Walsh, well known
New York attorney, now is co-operating
with S. H. Handy, exhibitors' attorney,
who is taking depositions of the music
publishers in New York.
Baker Is Chairman
No stone has been left unturned by the
convention committee, composed of A.
F. Baker, chairman: Charles H. Bar-
ron. F. Meyn, A. R. Zimmer and C.
Smith. A large orchestra, vaudevijle
numbers, a song leader, a big banquet,
and a string of prominent speakers prom-
ises to make the convention one that long
will be remembered in Kansas.
Will Hold Annual Ball
(Special to Exhibitors Herald)
ST. LOUIS. MO., March 21.— The an-
nual ball of the F. I. L. M. Club of St.
Louis will be held at Arcadia Dancing
Academy on April 21. Barney Rosenthal
of Universal is chairman of the arrange-
ments committee. Prizes will be awarded
for the best impersonations of prominent
film stars.
To Build New Theatre
(Special to Exhibitors Herald)
LOS ANGELES. March 21.— A new
$80,000 theatre will be built at Englewood
by George C. Mallery, southern Cali-
fornia drug store king. Moorish archi-
tecture will predominate.
42
EXHIBITORS HERALD
April 1, 1922
Automobile Supplants Railroad
As Carrier of Salesmen
Film Company Representatives Say They Can Cover Twice
The Territory on Half Cost in Autos
SELLING motion pictures by motor car may not be as essential a
method of efficient operation in a big city, where distances are not
great and transportation of all kinds is plentiful.
But in the country districts, and particularly in the middle west, the
region of big distances and keen competition, the motion picture salesman
of to-day has weighed the railroad in the balance of results and discarded
it for the more productive and more economical automobile.
OUT in the big agricultural states one
big problem in the film business has
been for salesmen to call on the trade in
the shortest possible space of time with
the latest reports of box-office possibili-
ties. The trade papers are keeping the
exhibitors up on their toes in exploita-
tion methods, and are helping exhibitors
to judge pictures before they get them,
but they need the personal visit of film
salesmen to. help them make up their
minds. Here's where the automobile fig-
ures as a selling factor in the film busi-
ness.
* * *
F'r instance, there was a little assem-
bly of Associated First National men,
representing the Nebraska headquarters,
in Omaha the other day. All at once L.
E. Goldhammer, James Winn and Leo
Blank, all road men, went down and
bought themselves a brand new Ford
coupe apiece.
E. L. Alperson, manager of the ex-
change, is a Ford "couper" and E. R.
Coffin, assistant manager and director of
publicity, boasts a Buick, while Bob Gor-
ham, the busy booker, affords an Over-
land. Winn has been traveling via Ford
coup for nearly a year, and he convinced
everybody interested that via auto was
the most satisfactory and economical way
to travel.
"Traveling by train I could average
only four towns a day in Nebraska," said
he, "when in a coupe I can make eight
or ten towns a day. My old practice was,
upon alighting in a town from a train, to at
once consult my time-saver and learn
whether L had twenty-seven to forty-
nine minutes to give to the exhibitors
whom I wished to see. If he was not in
his office I was a goner. My life was
one continual worry for fear he'd not be
in his office, or that I'd miss my train.
In a car I can forget the time-saver. I
can go out to his house and see him if
he is not at his office. I can give him my
undivided attention. I'm not waving a
contract under his nose with one hand
and fingering my watch with my other
hand, but now I can wave the contract
with both hands, or wave it with one and
extend the well-known fountain pen with
the other.
"It used to cost me $50 a week to travel
by train. Now I can travel by automo-
bile for $60 a month. In eight months
I made ten thousand miles over my terri-
tory, and the depreciation on my car
was only $150. I can travel for $60 a
month, including gas, oil, repairs, depre-
ciation and interest on the money invest-
ed in the car."
Prominent Speakers at
Anti-Blue Law Meeting
(Special to Exhibitors Herald)
ST. LOUIS, MO., March 21.— Among
those who are expected to address the
annual convention of the Anti-Blue Law
League of America at St. Louis June 23
to 25 are Hudson Maxim, William Hays.
Augustus Thomas, James Montgomery
Flagg, Rex Beach and Galli Curci.
Directors Give Hays
A Hearty Reception
(Concluded from page S3)
and producers in their work. Pictures,
we all know, make people happy, and I
am glad to welcome Mr. Hays, who has
told me that he is no longer in politics.
But if he will leave his mid- Western home
and come to this city to live, I will see
that he has the opportunity to join Tam-
many Hall in the near future!"
Tells of Responsibilities
President Sydney S. Cohen of the M.
P. T. O. A. spoke at length on the un-
limited potential strength and importance
of the screen in moulding public opinion
and the great responsibility thus placed
on the shoulders of the exhibitors of the
country. He said in part:
"It is always a pleasure for me to
meet with men and women affiliated in
any way with any division of the motion
picture industry. There is a community
of interest here which all should recog-
nize and if the leading elements in all
parts of the business bring themselves to
a realization of that fact and permit it to
influence their conduct to the point of
helpful cooperation, our business will ad-
vance rapidly to the very front rank.
Not only will it become one of the lead-
ing lines of endeavor, but because of jts
very potent publicity, educational an'd
entertainment powers, the motion picture
will become the foremost factor in the
nation in shaping public thought and
action.
Extends Hand of Friendship
"We welcome all men and women of
brains, capacity and broad Americanism
into the motion picture industry. In this
relation I extend the hand of friendship
to Mr. Hays and all others who in any
way contribute to the motion picture busi-
ness, merit, character and integrity.
"To bring our business to a most ac-
ceptable position, it will be necessary to
have a degree of harmonious relationship
within the industry which will eliminate-
sharp practices, unbusinesslike methods
and repeated attempts to secure lines of
control which militate against peaceful
progress."
Among the other speakers were Wil-
liam Randolph Hearst, Arthur Brisbane,
Adolph Zukor, Peter J. Brady, J. D.
Williams, Charming Pollock, Hugh
Fraync and Albert D. I.asker, head of the
Shipping Board.
MONEY MA
Which Have Been
Exhibitors to Build
By W. L. LANDERS
(Gem Theatre, Batesville, Ark.)
1st. Be careful in selecting
your pictures.
2nd. Classify your pictures,
using a certain kind on a cer-
tain day.
3rd. Do not charge too
much. Keep the price within
reach of all. If you raise your
price, be sure to deliver the
goods.
4th. Gain the confidence of
your patrons. Make them be-
lieve in you. If you have
something big, tell them. If
you have something not good,
tell them. This is hard from a
financial standpoint but will
work out better in the long
run.
5th. I use Monday as spe-
cial day. If a picture is good
enough, will hold it for Tues-
day. If not, will give them a
light drama for Tuesday.
Wednesday, a western; Thurs-
I N G IDEA S
sed Successfully by
Up Their Patronage
day, comedy drama ; Friday,
Children's night, picture of an
adventure type; Saturday,
serial and filler of 4 or 5 reels.
By HARRY BRUCE
(Circle Theatre, Kansas City, Mo.)
I have not had much chance
to exploit a picture yet. The
only one which I could have
put over a little bigger was
"T he Three Musketeers."
Since playing that picture, I
have conceived the idea of
renting a musketeer suit from
a costumer and wearing it
around the neighborhood, and
in front of the box office when
the theatre was open.
I am now working on an ex-
ploitation on "Adventures of
Tarzan" serial and will send
details later. Come on, ex-
hibitors, let's make this de-
partment a two-page gold
mine. Let's go!
THE THEATRE
2£L PRACTICAL
Reviews Pictures For Pat
rons
FOREWORD. — Beginning with this edition, we will publish monthly, in
advance, a detailed analysis of the current month's attractions. While only our
personal opinion is given, you will find these reviews truthful, and unbiased. We
invite comments as to how our views coincide with yours, and to that end. suggest
your keeping this list for future references. Pictures are listed according to
schedule date, subject to — THE EDITOR.
March 2, 3 a»d 4 — PAULINE FREDERICK in "The Lure of Jade"
This is by no means the best picture in which this star has appeared here. It
does, however, give her an opportunity to appear in a rather new role, and Pau-
line's admirers will like "The Lure of Jade." The story is simple, and at times
rather obvious. Best suited to the taste of adults. As a whole: A fair offering,
entertainment value 75.
March 2, 3 and 4— BEN TI RPIN in "LOVE'S OUTCAST"
There are many who like one-eyed Ben. and "Love's Outcast" is without doubt
of the very essence that at one time made Turpin extremely popular. A hilarious
farce, without much plot, made and meant for laughing purposes only. Ranks S5
as slap-stick entertainment.
March 5, 6, 7 and 8— Fanny Hurst's MI ST AROUND THE CORNER"
The author of "Humoresque" has given us a very good story, which Paramount
made into an even better picture. Presented by a very excellent cast, which
Includes the "Mary Pickford of Sweden." 'JUST AROUND THE CORNER will
prove one of the month's most talked of attractions. Many theatre owners who
have shown this picture, compare it with THE OLD NEST. Our personal opinion
is: As a whole, excellent. A picture for the masses. Entertainment value 90.
March 5, 6. 7 and S HAROLD LLOYD in "Never Weaken"
Three Reels of Hilarity as only Lloyd and no one else can give it to us. This is
the only Lloyd picture that has never been shown here. Think of "High &
Dizzy" and you will know what to expect from NEVER WEAKEN. Compared
with ajl the Lloyd comedies you've seen, we would rank this among his 5 best,
and its entertainment value as 90.
March 9, 10 and 11— WM. s. HART in "The White Oak"
Some 'steen hundred of our patrons have asked us why we never show" a HART
picture. Well, there's nothing like "trying anything once** and here's the attempt.
The White Oak Is the usual Hart- type of a picture. It is neither better nor
worse than the kind of stories that made "Bill" popular. As a Western, we
rank it as 75. A very good cast makes the offering dependable. We hope you'll
coincide with us, so that we may be able to satisfy those who clamor for BILL
HART.
March 12, 13, 14 and 15— OH BI DDY! V Comedy with a snap
Every member of the I-egion. and every ex-service man. should see this merry
mix-up. Oh, Buddy! A Knock-Out.
March 12, 13. 14 and 15- LADIES MI ST LIVE
Sold by Paramount as a Special. The- only thing special about it is the price we
had to pay for it. The man who made "The Miracle Man" tried hard, but died
before the picture was finished, and even Betty Compson. Mahlon Hamilton and
a good all around cast fail to save it. Much too long, for one thing, and if you
don't see it from the beginning, you can't make head or tail out of the story. A
consensus of reports says that the ladies like it immensely. For your sake, we
hope so. We can't give this picture more than 60 and be truthful.
March 16, 17 and 18— LIONEL BARKYMOUE in uB00>IERA>"G BILL"
To quote a friend of ours: "It's a good picture of its kind, if you like that kind."
An interesting story, with some excitement throughout. The star is very good,
and the supporting cast excellent. Entertainment value 85.
March 19, 20. 21 and 22- D. W. GRIFFITH'S "DREAM STREET"
Don't expect a Birth of a Nation or Way Down East, and you'll be delighted with
DREAM STREET. It's a sort of a comedy-drama, presented as only Griffith, and
no one else can produce a picture. The mere fact that this picture in nearly
every instance was shown at greatly advanced admission prices is ample proof
that the picture is THERE. And you'll give it 95. if we know anything about
human nature at all, at all.
March 23. 24 and 85— AT THE STAGE DOOR
Here Is a REAL picture. The cast is excellent; the acting wonderful, and the
story very good. After you've seen this offering, you'll agree that the story is
more essential than the star, and if you don't leave the theatre well pleased,
following AT THE STAGE DOOR, we miss our guess. Entertainment value 95.
March 26th and for the balance of the month— "WAT DOWN EAST"
After all is said and done, there is hut one Griffith, and his only rival is REX
INXjRAM. Special Music, necessary effects, etc., will make you derive more enjoy-
ment out of Way Down East at 40c than the man who paid $2.00 to see it. And
the unanimous opinion of WAY DOWN EAST places this attraction at 98.
Eliminating "Wav Down East." which stands in a class by itself, the best bet of thi
month seems to be "JUST AROUND THE CORNER." The poorest — Ladies Must Live.
Next month we'll tell you how good a prophet we are, for in the final analysis
FIGURES DON'T LIE
Fred S. Meyer, Palace theatre,
Hamilton, O., has established the
first exhibitor-to-public review serv-
ice, with himself as reviewer and
editor and his 40-page house organ
as his circulation medium. The text
of Mr. Meyer's first reviews, pre-
sented under a drawn head in two
pages of his Spring Fashion Edi-
tion, is reproduced at the left of this
column.
Air. Meyer's innovation is in di-
rect alignment with our frequently
expressed conviction that frank ad-
mission of the occasionally un-
avoidable inferior production's
shortcomings is not merely an act
of faith which the exhibitor owes
his patrons but operates as a posi-
tive business stimulant for such at-
tractions and the theatre generally.
We are confident that the response
to his initial installment of reviews
will Se such as to perpetuate the
service.
It is generally agreed that to be
successful in selling theatre enter-
tainment at this time a showman
must go further than the "half way"
accepted as proper in dignified mer-
chandising. It is necessary in most
cases currently to offer something
"special" in the way of product or
to offer a product in a "special"
way. In giving unreserved and un-
biased appraisals of attractions pre-
sented Mr. Meyer has evolved a
selling method which establishes
the intimate relationship between
buyer and seller which it is the aim
of all "special" selling plans to
set up.
In "An Honest Exhibitor" and
other articles published in this
space recently exhibitorial deter-
mination to establish bed rock basis
for dealings with patrons has been
markedlv evident. In his charac-
teristically thorough manner Fred
S. Meyer has "gone the limit" to
achieve this end.
We venture the prediction that
"Ladies Must Live" will be shown
to big business and will give satis-
faction. That is the way honest
advertising- works out.
44
EXHIBITORS HERALD
April 1, 1922
DEFORMERS of Wichita, Kan., protested against this display for
"Peacock Alley" maintained in a prominent window during the run
of that production at the Wichita theatre. Read of the campaign and
the protest in the accompanying letter.
ANOTHER Wichita window display for Metro's "Peacock Alley," a
layout in which a dress modeled directly after one worn by Mae Murray
in the picture was displayed to such advantage that many believed the
dummy figure to be a live model.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir:
Taking hold of a feature production that
lends itself to exploitation and prologue
afforded us the opportunity of doing both
with "Peacock Alley." Having reviewed
the picture with our entire staff of music,
dancing master and exploitation experts we
very quickly arranged activities for each
department.
An atmospheric prologue included an
aesthetic dancer who could impersonate the
dance as done by Mae Murray in the film.
In order to open the Peacock Dance we
used two toe dancers and in closing the
ensemble of the three dancers made a most
beautiful and impressive picture. Note the
photograph enclosed.
The music was furnished by our regular
twelve piece orchestra augmented by the
addition of first violin, flute, oboe and trom-
bone. The musical numbers were identical
with the cue sheet furnished by Metro.
This part of the program was particularly
pleasing and gained several newspaper
stories besides universal mouth to mouth
advertising by the patronage.
The advertising campaign included a tie-
up with fifteen of the leading merchants,
who prepared special windows. We espe-
cially mention the Boston Store with their
Peacock window featuring the figure draped
in Sequin. The first figure created much
attraction because it was draped like Mae
Murray in the opening of the film. Some
criticism was offered by prudes or narrow
minded persons and the management was
called. Ludwig Fruhauf, display manager,
was asked to reinvest the figure in proper
habiliments or at least to conform to the
test of a "preacher's wife."
The window, while it lasted, gained news-
paper stories and wide discussion as well as
big attendance.
Another window at the Rorabaugh De-
partment Store was one of silks in which
Mr. Leo Harris used the two cutouts in the
24-sheet mounted and draped with silks and
jewels. Note photograph enclosed. This
same display man and store duplicated one
of Mae Murray's gowns in the production
oh our stage three days before the picture
opened and it was so perfect in likeness that
it created wide debate as to whether it were
a live or dummy figure. This figure was
in the center of the stage with curtains
drawn and in a white spot was truly a beau-
tiful and pleasing spectacle to look upon.
This also gained considerable comment and
newspaper space. Among other stores
making displays were Wolf's Bakery, Green-
field's Cents Furnishings, McVicar Howard,
Day's Pharmacy and others.
The advertising campaign consisted of
newspaper space used liberally in both the
Eagle and the Ilcacon. In the pictorial
display "Peacock Alley" scenes predomi-
nated, while the display ad was especially
prepared by artists. We received excellent
support from both newspapers through the
week in the way of criticism, stories and
T
T
J—/
H
E
E
T
A
T
T
E
R
R
E
S
MAE MURRAY'S Peacock Dance was imitated
in the prologue to "Peacock Alley" by the
aesthetic dancer shown in the foreground. Two
toe dancers, in the background, provided sup-
port.
special mention. Although we do not use
a gn at deal <>f billboard space, in this in-
stance we posted fifteen twenty- fours,
besides a great many threes, sixes, ones and
snipes. One hundred window cards were
placed in the most conspicuous windows,
with five thousand heralds distributed in
autos and at the homes. Six hundred an-
nouncements were mailed to a selected list,
with two thousand post cards being mailed
to all Shriners and Knights of Columbus
members from Kansas City, mentioning the
popularity of "Peacock Alley" and sug-
gesting that they see it at the Wichita.
These were signed "Mary Jane."
One particular feature of our presentation
was the opening presentation at 3 o'clock.
Our policy is. to open at 11 :30, but in this
instance we built up interest and gave a
full fledged matinee performance at 3 :00.
The fact that the house was packed at this
first performance indicated our judgment
and advisability in doing this.
In order to give all high school pupils
an opportunity of seeing this especially pre-
pared "Peacock Alley" presentation we
announced late Thursday to them that ten
cents would admit any of them between the
hours of 1:00 and 5:00. In addition we
gave a Peacock Matinee to the ladies. This
included the giving of a peacock feather to
every lady attending the matinee. Capacity
business marked eur matinee throughout the
afternoon. We secured a wide assortment
of peacock feathers from L. Baumann and
Company, 357-359 West Chicago Avenue,
Chicago, 111., at an average of five cents
per feather. Although our campaign re-
quired lots of effort and time, also increased
expense, we feel that at a time such as we
are now experiencing we should welcome a
picture that will justify and repay us.
Yours very truly,
L. D. BAESLY,
Wichita Theatre,
Wichita, Kansas.
*
DEAR MR. BAESLY ;
Your letter, together with at least one
report in "What the Picture Did for Me,"
this issue, seems to establish thoroughly the
theatre value of "Peacock Alley." We agree
that at this time, or at any time for that
matter, elaborate zuclcomc should be ex-
tended a picture that will justify and repay
efforts made in its behalf. It is through
such effort that encouragement is given pro-
ducers and productions of this type are
assured for the future.
Your treatment of "Peacock Alley" served
at least a triple purpose. IVc take it for
granted that you made money during the
run, since your campaign has all the marks
of an exceptionally successful one. It is
equally apparent that lasting friendships
were made, with patrons and with fellow
business men. Thirdly, you have indicated
to picture makers the character of treatment
they may depend upon exhibitors to accord
pictures that meet theatre demands.
Any one of these purposes is worthy.
Combining them and conducting the en-
gagement in the thorough, progressive man-
iu r you have outlined, you have established
an exploitation record that reflects im-
measurable credit upon your organisation
and management . W . R. IV.
April 1, 1922
EXHIBITORS HERALD
45
a boy — his girl — romance — a whirl — a plot
a jam — despair — then bam! — a fight •
hold tight - good night - ALL RIGHT - the hero -wins
the love begins - — the audience grins
O dog, bite my cat, what a Movie!
JOHN EMERSON and ANITA LOOS
present
Their Own Production
RED HOT ROMANCE
Management of Joseph -V Schenct
en
Don't miss it
It's the goods!!
I AZZ pesters, snappy figure content against white background, are being used advantageously
with First National attractions of novelty character. If novelty pictures are in demand, as
reports generally agree that they are, it follows that novelty posters describe them as such most
effectively.
f A. REA, manager of the Forum theatre,
" Hillsboro, O-, left no stone unturned to
make the run of Universal** "The Fox" a thor-
oughly successful one at the box office.
IN HIS three snapshots Mr. Rea has combined
the essentials of an exploitation story which
is at once "nformative and useful to other show-
men as a working model.
MM*
Contract for Arrow Film
Arrow Film Corporation announces the
sale of "Watching Eyes," starring Kiki.
the wonder dog of the screen, to Climax
Film Exchange, 729 Seventh avenue, for
Greater New York and Northern New-
Jersey. De Luxe Film Company of Phi-
ladelphia, Pa., have purchased "The
Stranger in Canyon Valley."
Black and White
Posters Reflect
Picture Novelty
The following article, contributed to
THE THEATRE by the poster depart-
ment of Associated First National Pic-
tures, Inc., is of special interest to pro-
gressive exhibitors who are combatting
present industrial conditions by extend-
ing their billboard representation. Illus-
trations herewith are discussed in the
article.
COLOR in a poster is an indis-
pensable factor in a poster's suc-
cess, despite the occasional excursions
into black-and-white for special purposes.
In the same manner, the colored back-
ground is an institution which is more
honored in the observance than in the
breach.
But just because the colored back-
ground is so prevalent and generally so
adequate for the achievement of poster
aims and ends, the poster which employs
a white background and confines all color
to the figures on the sheet can be made a
tremendously attractive and effective ad-
vertising agent because of its contrast to
the majority of lithographs.
First National has experimented, not
"too well" but wisely, with the white
background in posters, and has succeeded
in creating a distinctive line of paper for
several of its attractions, using the white
background exclusively.
Of this kind of "novelty" paper, as it
may be called, the line of posters for "Red
Hot Romance" and "Penrod" are excel-
lent examples. The three-sheet for "Pen-
rod" showing the heads of the four boys
peeping around the door, with snapshots
from scenes of the picture inset in the
margin, is an especially popular one with
exhibitors. Similarly, the scene in which
Penrod's infant dancing partner reads the
riot act to him is much more impressive
when thrown against a white background
than when imbedded in a setting of deep
tone.
The amount of detail which can be put
into a white background poster without
robbing it of effectiveness or overcrowd-
ing it is well illustrated by the accom-
panying reproduction of one of the post-
ers for "Red Hot Romance." The
composition of these posters accurately
reflects the burlesque spirit of the picture
— a thing which would be extremely diffi-
cult in the poster with a conventionally
toned background.
Individuality and surprise in posters is
an important factor in impressing the ex-
hibitor as well as the public, and First
National has found these posters to be
live pullers, both in the exchange and on
the boards.
Marshall Neilan
PENROD'
Freckles Barry
A First National ♦ Attraction
JJERE a great deal of color in terms of ar-
rested action is thrown against blank back-
ground with forceful effect. The result is paper
that should make money.
46
EXHIBITORS HERALD
April 1, 1922
Blackstone Demonstration
Proves Giant Phonograph
Great Attendance Magnet
After an actual performance test of more than six weeks at the Blackstone theatre, South Bend,
Ind., the Seabrook Concert Grande Phonograph has been declared a box office attraction and an ex-
ploitation asset comparable to nothing of like character in theatre history. During the first month
of its operation the theatre received nine hundred inches of free advertising in South Bend newspapers
and the public reception of the new entertainment feature is compared to that accorded the serial type
of photoplay at its inception.
The entertainment aspect of the new service is most readily grasped when the machine is com-
pared to a projector. The latter brings a scene in the Sahara to the eye of the audience without
change. The purpose of the Seabrook instrument is to perform a like service for the ear, bringing
unchanged instrumental and vocal renditions by the greatest musical organizations and artists.
The business side is almost purely an exploitation matter, worthy of every showman's serious
consideration.
AS the Seabrook phonograph
is operated at the Black-
stone theatre, it amounts almost to
a civic enterprise. Dealers in Vic-
tor, Edison, Brunswick and Okeh
talking machine records supply the
theatre with a full line of their
product as received. The dealers
then advertise the records in the
newspapers, stressing the point that
they will be played at the Black-
stone theatre and urging customers
fV ALWAYS A GOOD COMEDY ,
■ ^ JP*CK OF THE PICTURES
ADOU) n>TUR£
BRUNSWICK
February Records i
urn w pUr*4 «• tfc. * — nwi.
NOTE the space allotted to the "added fea-
tures" phase of the Blackstone advertisement
for "Too Wise Wivea." This policy has been
in tore since the installation of the Seabrook
Concert Grande Phonograph.
to hear them there. Several adver-
tisements of this nature are repro-
duced herewith.
The "publication dates" of the
record companies are such that this
arrangement assures the theatre of
a steady supply of new material and
a record library more extensive than
:ould be obtained in any other way.
The record dealers' advertisements
augment the theatre campaign and
add materially to box office re-
turns.
G. E. Berkson, manager of the
Blackstone, predicts that Mutual
Music, as the service is called, will
be adopted by exhibitors every-
where and continues :
"Up to a few months ago our
music program consisted of a
large orchestra and a Kimball or-
gan. Upon discontinuance of the
orchestra we experienced an un-
pleasant void during the organist's
rest period, which is now satis-
factorily filled by the big phono-
graph. Our audiences have
received the idea of playing all
makes of current dance records in
the light of an added service to
them and one which they cannot
obtain elsewhere in the city."
At the Princess theatre, Laporte,
Ind., where the machine is also in
operation, the management has
added actual financial return to the
general benefits of cooperative ad-
vertising by charging record deal-
ers $25 per month for playing their
records and an additional $12.50 for
running slides. Here, also, organ
accompaniment is provided with vo-
cal records and patrons are reported
as having indicated great satisfac-
tion with the arrangement.
The Seabrook Concert Grande
Phonograph is built by the Dodge
Manufacturing Company, Misha-
waka, Ind., and embodies funda-
mental claims, already allowed,
covering horn construction and the
projection of sound waves in such
manner as to completely fill large
audience chambers. It is this
detail of construction, whereby mu-
sic reproduced is carried to all parts
of the auditorium in volume said to
equal that of the original rendition,
Victrola
Now TSc
I
SON OS
Red Seal Records
MILIM LUalMMKA* '-*■ *"'*' R#*»rd— •*•*>-' >»IAT AM'
LOW-tltt
SCHU'slANN rlFINIt— I aim u Ik* Slftit — THat- 41 Z>
REIN ALL) WLHIttlMUTH- WW. U, B~' U*r (Ur*»."-*Wl*~
■1 »
tlsbXITA GlLLI-CVlCl— "Ot* . IMAm fcsu«-*«0l._
Us>r-I«T>
VVB&UXt *TRlN0 <j' mi i.l - il. ■ 1 •
KUUIDS-NO ItATTI.R WHAT MAKX C
„rds an Iks, a.eMac rou •'■< '*>7 KVEHrONC Bl'YK VICTOH
!it«>iDs-no Matter wha null of- iNsriiinwT tuty ow*.
Particularly Notice
t >oi ni> ■ Kvma.0 — nZ s» -h» I" TOVl
Pianos g-wiotrolaa,
p Hill I BROTHERS, handling Victor records
*-* in South Bend, give the Blackstone theatre
rendition of their product a quarter of their
display advertising space. Their advertisement
is in effect theatre copy.
April 1. 1922
EXHIBITORS HERALD
47
1
-
INTERIOR view of the Blackstone theatre. South Bend, Ind.. where
"Mutual Music," a new and promising factor of theatre entertainment
offered, has been given a thorough test with gratifying results. The
instrument is installed rn front of the color drop to the right of the left
pillars, where spotlight may be trained upon it.
/"•LOSE-UP view of the Seabrook Concert Grande Phonograph, especially
designed for theatre use and offered to the trade by the Dodge Manu-
facturing Company. Its mechanical construction and entertainment and
exploitation merits are set forth in the accompanying story of an actual
demonstration made by the Blackstone theatre. South Bend, Ind.
that clearly distinguishes the ma-
chine from other reproducing
mechanisms and particularly tits it
for theatre use.
A new development dates from
the New York Radio Show where,
as told on page 39 of the March 25
Herald, the reproducing mechanism
of a Seabrook instrument was re-
placed by a radio receiving set and
the amplifying mechanism con-
nected with the latter. Although
further progress in this direction
can be made only in pace with the
development; of radio equipment
and standardization of sending reg-
ulations it is apparent that the
proposition offers great promise.
The idea of "mutual music'" is
original with Kenyon YY. Mix. di-
rector of publicity for the Dodge
company, whose familiarity with
theatre requirements has been con-
stant since his active participation
n the early campaigning for serial
productions.
Results experienced by the thea-
tres where instruments are in daily
use have been uniformly gratifying.
To the regular theatre clientele is
added through the instrument's in-
fluence record buyers whose at-
tendance was not formerly depend ■
able. In some cases regular patrons,
of competing theatres have been
brou.eht to the theatres using the
machines for the essential test visit
which, when satisfaction is given,
frequently is followed by regular
patronaee.
Considered solely as an exploita-
tion stunt, installation of an instru-
ment seems free of objection upon
any score. When it is considered
that the machine actually pays for
itself, as in advertising at South
Bend and in advertising and cash at
Laporte, it is clear that a new and
valuable article of theatre equip-
ment, a new adjunct to the enter-
tainment program, has been made
available.
/~"ARL LEN'HARD, Brunswick dealer in South
Bend, brought the whole force of the above
display (here reduced) to bear upon the Black-
stone theatre and its demonstration of the
February Brunswick records.
Joe Weil Tells
World By Phone
Joe Weil, director of publicity and
exploitation for Arrow Film Corpora-
tion, personally managed the campaign
for "Ten Nights in a Barroom" during
its run at the Academy of Music, New-
burgh, N. practically converting the
telephone system of that city into a
theatre mouthpiece. Explaining the
campaign, he writes:
kk'T'HE engagement was an ex-
*■ tremely successful one and
any house records that the Academy of
Music held are now but a memory of
the past. I instituted a telephone cam-
paign in the course of which I person-
ally called up approximately one thou-
sand of the town's leading citizens to
tell them of the treat that was in store
for them, and then, after the attraction
had opened and been reviewed, I called
up some to call their attention to the
splendid reviews that the local critics,
had given the picture. Then, during the
third, fourth, fifth and sixth days, I in-
stituted a novelty.
"I would call up a number, taken at
random from the telephone book, and
the conversation, a strictly one-sided
one, would be somewhat as follows:
"'Hello! Is this you, Mrs. Jones?'
To which Mrs. Jones would in all prob-
ability answer, *Yes.' Whereupon I
would ask her if she had seen 'Ten
Nights in a Barroom,' a picture play
supreme, which attraction was playing
at the Academy of Music. If Mrs. Jones
answered, 'No,' I just told her that she
must not miss it under any conditions,
as it was the most remarkable picture
that ever had come to Newburgh and
slammed up the receiver before she
could find out who was talking to her,"
+8
EXHIBITORS HERALD
April 1, 1922
Texas Exhibitor
Develops Strong
Attention Motif
o
DEEP-BOX installed in the lobby of the Princess theatre,
Eastland, Tex., for "Don't Tell Everything."
|NE good lobby display is worth while. As a novelty it will attract a certain
amount of attention, cause a certain amount of talk, perhaps, make a certain
amount of money. Two good lobbies, obviously, are worth about twice as much,
possibly a little less, because the second is less a novelty than the first. An unbroken
scries of good lobbies exhibited over an extended period is, nevertheless, worth more
than the sum total of an equal number of first lobbies. Here, cumulative effect enters
into the proposition, and cumu-
lative effect is never properly
estimated until actual experi-
ence has brought out its merit.
At the Princess theatre.
Eastland, Tex., an unbroken
series of good lobby displays is
maintained. Of the three pic-
toria'.ly represented herewith
any one might be pointed to by
its creator as an individual
work of great merit. Any one
might be installed by a theatre
not regularly using lobby dis-
plays with excellent results as
a first lobby. The three provide
material for the showman who
cares to test cumulative effect
by actual practice. If he will
install three lobbies as good as
these and continue for, say, six months without using a less meritorious one, he will
learn the value of the lobby display as an institution.
For Paramount's "Don't Tell Everything" the Princess used what is termed a
"peep box," a trick display of
box and cutout in which paper
supplied with the production
figures importantly. The thing
is not expensive, but it is good.
Only the very modest or the
very hurried pedestrian will
pass such a display the first
time he sees it without stop-
ping. And it is the custom to
talk about things which stop
one upon the street.
For "The Affairs of Ana-
tol" the lattice which is an in-
tegral part of the Princess
lobby was extended to frame
and set off the color paintings
of principals in the picture,
which were widely and vari-
ously used during its early ex-
hibitions. Other exhibitors have done remarkable things with these paintings, but the
Princess management need not fear comparison in any degree.
When "Cappy Ricks" was shown more expense was incurred, as the photograph
shows, but it will be generally
agreed that considerable ex-
pense was warranted in view
of the appearance gained for
the front. The arrangement is
optically and artistically all
that the most exacting critic
might ask. It goes without
saying that the layout attracted
attention and caused talk.
These arc the essential in-
gredients of a powerful atten-
tion motif. It is not easy, or
necessary, to state which is
most important Both are char-
acteristic of work done by ad-
vertisers who succeed.
The lobby policy of the
Princess theatre, Eastland,
Texas, is very near to the pol-
icy which should be in force throughout the theatre field. This portion of the theatre
is an advertising medium as truly as the newspaper and the billboard. It can be used
for dignified or sensational "copy" as desired, just as newspapers and billboards may
be used. Too many showmen fail to use it to full advantage.
¥ ATTICE frames for oil character portraits effectively
assembled to boost "The Affairs of Anatol."
^JO more striking lobby than
pic-c«-», has been reported for
this, composed
"Cappy Ricks."
of two set
A H. HUOT, Seattle branch manager for Ar-
• row, uses exchange windows profitably.
Above, an exploitation display for "Ten Nights
in a Barroom," Arrow feature, which may be
adapted to theatre use by exhibitors.
vice
Windows
One of the benefits produced by cur-
rent conditions is a marked tendency
toward the betterment of relations be-
tween exchange man and exhibitor.
This is shown in many ways, not the
least of which is in increasing effort
on behalf of the former to actually aid
the latter in his business. There are
many manifestations of this mutually
helpful spirit.
AH. HUOT, Seattle branch man-
• ager for Arrow, has found a
hearty reception for his service windows,
actual demonstration of exploitation qual-
ities of attractions offered exhibitors,
which are in fact the windows of his ex-
change. Where a ground floor location is
enjoyed there seems to be no good reason
why this practice should not be made
general.
One of Mr. Huot's window displays is
shown in a photograph reproduced on
this page. Compare it with windows of
exchanges that you visit.
On Chicago's "film row". a number of
exchanges use this method of helpfully
advertising their products to showmen.
In this department it has been our pleas-
ure to present photographic reproduc-
tions of such windows from time to time,
each such reproduction resulting in fur-
ther generalization of the practice.
There is more than one good reason
for the type of display in discussion. It
is obviously the exchange's business to
advertise its product to exhibitors. Since
in advertising it in this helpful manner it
is simultaneously advertising it more ef-
fectively as regards sales promotion than
might otherwise be accomplished, it is
apparent that this method should be uni-
versally adopted.
Numerous Animals Feature
New Mack Sennett Comedy
"Suzanne," Mack Sennett's next com-
edy, starring Mabel Normand, now in
course of production, has a variety of
wild and domestic animals in its different
scenes.
There are two wild black bears, several
timber-wolves and coyotes captured in
the mountains of Arizona; a bull from
Mexico, and numerous fighting-cocks and
dogs.
April 1, 1922
EXHIBITORS HERALD
49
I , C?*NAI>A THEATRE
pDUCATlONAL'S three-reel special, "The
Battle of Jutland," was exploited on a large
scale by the Granada theatre, Los Angeles.
The illustration shows the electric billing.
"Tell it to the Marine*" became obso-
lete and was supplanted by "Let the
Jackies tell it" when the Educational
three-reel special, "The Battle of Jut-
land," was exhibited at the Granada
theatre, San Francisco, after one of
the most interesting campaigns ever
conducted for a short subject. Details
follow:
COOPERATING with G. C. Blu-
menthal. Educational manager,
J. A. Partington, Granada manager, ef-
fected a tie-up with a local newspaper
whereby a "Navy Day" was created. Two
thousand officers and men from the Pa-
cific fleet and from the Goat Island train-
ing station marched in formation to the
theatre, which was properly decorated
for the occasion.
With band playing and men marching,
preceded by Admiral Eberle, commander
of the fleet, the procession to the theatre
made a brilliant spectacle. Naturally, the
newspapers of the city gave it big space,
mention of the picture responsible com-
ing in properly for mention.
No report is given as to the volume of
business created by the enterprise, but no
such report should be necessary. Such a
public demonstration of interest cannot
have been followed by other than the
best results.
In other cities the subject is receiving
treatment in keeping, indicating general
realization of tne importance of advertis-
ing short subjects as their entertainment
value indicates that they should be adver-
tised. This is one of the most promising
developments of the day.
Get Story by Biggers
"Too Much Business," a comedy in six
reels, adapted from Earl Derr Biggers'
original story in the Saturday Evening
Post, "John Henry and the Restless Sex."
has been acquired by Vitagraph.
DAPIER-mache and wooden blocks were used by the Regent theatre, Wichita, Kans., in making
this lobby piece, an approximation of a big scene in the picture, for the advertising of "Queen of
Sheba." Miniature mountains formed a basin in which the arena was centered.
Lobby Stadium
Best Original
uSheba" Stunt
ERECTING in the lobby a platform bearing a papier mache ap-
proximation of the stadium in which the chariot races are held
in "Queen of Sheba," the Regent theatre, Wichita, Kan., produced prob-
ably the best original stunt for that widely and variously exploited Fox
production. While most striking, it was not the exclusively interesting
phase of a well executed campaign.
Illustrations above and below show outstanding phases of the Regent
drive. The lobby stadium was undoubtedly most unique among the at-
traction units employed. But the chariot, made up of tongue and front
wheels of an ordinary wagon done over for the occasion at little expense,
probably produced or at least made possible more ticket sales. It is
practically certain that those whom it brought to the theacre made pur-
chases after examining the papier mache race course.
Both were, of course, supplementary to an elaborate newspaper cam-
paign and direct-by-mail advertising, serving most importantly, perhaps,
in emphasizing the points made through these mediums.
'fflHIIIIIIHIIIItWnMllllllllllllinfflllllii iirrrimmiHHimm^^
CTIUL another type of chariot was introduced by the Regent management in its campaign for the
Fox special. Front wheels and tongue of an ordinary wagon were used in making the vehicle,
the whoie thing being painted in brilliant colors.
50
EXHIBITORS HERALD
April 1, 1922
DANNER billing for Harold Lloyd's Associated Exhibitors comedy, "A Sailor Made Man/' at the
seventh week of its record run at the Symphony theatre, Los Angeles. Dr. Brockwedel, owner of
the theatre, gives the details of the run in the accompanying story.
Seven Weeks' Run
of Lloyd Comedy
Symphony Record
"A Sailor Made Man," Associated Exhibitors' Harold Lloyd comedy,
was exhibited to an estimated total of 150,000 persons during its run of
seven weeks at the Symphony theatre, Los Angeles, breaking the record
previously held by "Never Weaken" and setting what is believed to
be a new high mark for comedy performance. The letter in which Dr.
Brockwedel, manager, tells the story of the engagement follows.
wwTN ADDITION to being the
JL longest run on record for any
comedy," says Dr. Brockwedel, "this run
set new attendance figures far surpassing
those established by Lloyd in 'Never
Weaken' when it ran at the Symphony.
'A Sailor Made Man' enjoyed a run of
fifty days and was featured at 369 per-
formances as against 44 days for 'Never
Weaken.' And I hated like everything to
take off the picture, for business was as
good the seventh week as during the first
seven days and the termination of the
run found hundreds of persons disap-
pointed because they had been unable to
see it. Only a prior contract induced me
to end this engagement.
"Harold Lloyd's name has become an
electric word for the exhibitors of Los
Angeles. While we were playing 'A
Sailor Made Man' other theatres in the
downtown section of the city were using
his name big in electric lights, advertis-
ing other of his Associated Exhibitors
and Pathc productions. It seemed as if
the success of these other pictures helped
to attract patrons to the Symphony, or it
may have been just the reverse. Having
seen 'A Sailor Made Man' many may
have gone in search of other Lloyd com-
edies.
"The opening day of the Symphony
run set an attendance record that will
defy surpassing for many a day. Out of
a possible attendance of 100 per cent, at
the nine performances that day, our box
office receipts showed returns of 9C>'/2 per
cent. No other picture ever screened in
this theatre had come within striking dis-
tance of this record.
"A very important fact in connection
with the run of 'A Sailor Made Man' is
that daily attendance hardly ever fluctu-
ated. It was a steady, big clientele that
patronized the Symphony during the
seven weeks. Word of mouth advertising
helped materially. No one person ex-
pressed dissatisfaction with the picture,
and that certainly is most unusual. The
ending of the Lloyd production invari-
ably left the audience laughing. If all
pictures had that effect the life of the ex-
hibitor would indeed be an easier lot."
Announce Ince Special
"When She Marries" Is
Ready for Publication
Announcement is made from the stu-
dios at Culver City, Cal., by Thomas H.
Ince, of the forthcoming publication of a
special drama, "When She Marries."
The story was written by Bradley
King, who has written a number of suc-
cessful screen stories, and produced under
the direction of John Griffith Wray. It
has a special cast.
Mr. Wray's reputation as a director of
big pictures, it is said, has been enhanced
by the dramatic excellence of "Hail the
Woman," the current Thomas II. Ince
picture which was directed by Mr. Wray
under the personal supervision of Mr.
Ince.
He Clutc Sfwiv (cmpieti 'k<tAcut)fU.
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DERSONAL interest copy was used by N. N.
* Frudenfeld, Omaha, Neb., in advertising- the
run of "Burn 'Em Up Barnes," an automobile
story booked for Auto Show Week.
Personal
Interest
The public that feels personal interest
in a given theatre may be depended
upon to support that institution with
a regularity surpassing that accorded
by a mere group of entertainment shop-
pers. There are ways of building this
interest.
IN his advertising of "Burn 'Em Up
Barnes," Affiliated Distributors
feature starring Johnny Hines, N. N.
Frudenfeld, advertising executive of the
Sun, Moon and Muse theatres, Omaha,
Neb., used the type of copy shown in
reproductions herewith. The letter dis-
play, especially, is personal interest
copy.
BABY PEGGY'""1 BROWN II:
'CIRCUS HEROES' &
, Coming Next Sal Wm S Hart in his latest success WbiUOaK
ANE of the Frudenfeld pictorial displays, used
to clinch the good results scored with per-
sonal interest copy of the general character
indicated in another reproduction on this page.
April 1, 1922 E
"THE SHEIK'S WIFE," imported by
Vitagraph, opened at the Strand, New
York, without continental billing osten-
tation but to good business, as the
photograph shows. Which may or
may not point an advertising moral.
"A CONNECTICUT YANKEE," Fox
special, "stood them out" two deep for
at least the major portion of a block
during its exhibition at the Blue Mouse
theatre, Seattle, Wash. '
"A SAILOR MADE MAN," Associated
Exhibtors comedy, was so effectively
advertised at the Symphony theatre,
Los Angeles, that it ran seven weeks, as
told on the opposite page. Stills figured
prominently in the advertising.
XHIBITORS HERAL
T
G
H
R
E
A
A
P
T
H
K
T
i
E
c
FIRST NATIONAL WEEK made
Norwich, N. Y., a city of 8,000 popula-
tion, acquainted with advanced show-
manship methods when Ben Davis,
manager of the Colonia theatre, used
the stunts pictured above and added
newspaper and window tieups, street
representatives for each attraction used
and a broadside of 24-sheets.
D 51
"QUEEN OF SHEBA," widely and
well advertised Fox production, was
colorfully lobbied into popular discus-
sion by the Ansonia theatre, Butte,
Mont. The illustration shows work done
and results obtained — twin virtues.
"HAIL THE WOMAN," Thomas H.
Ince production distributed by First
National, was given one of its most
extensive and profitable campaigns at
the Branford theatre. Newark, N. J.
"HAIL THE WOMAN" was intro-
duced to Newark with inch teasers two
weeks before the opening. Fifty 24-
sheets, 2,000 one-sheets and 1,000 half-
sheet cards were in use at the time the
picture was given its premiere screening.
52
EXHIBITORS HERALD
April 1, 1922
MB t\
"THE DREAM OF PONCE DE LEON" was an-
other feature of the entertainment. Special sets were
painted by the staff artist. Fifty persons were in-
cluded in the cast. The orchestra played an original
arrangement termed "The Jazz Symphony" during
the week. All items provided advertising data.
HELL, HEAVEN AND HAWAII were featured
locations in- the most recent "Jazz-A-Week" staged
by S. Barret McCormick at the Allen theatre,
Cleveland, as shown in accompanying reproductions
of photographs of the occasion. Several new ideas
were introduced in advertising for the event.
"ALF'S BUTTON" AND A TOONERVILLE TROLLEY COMEDY, First National attractions, were featured on the Allen
program for "Jazz- A- Week," the aim of the booker being to provide a jazz bill for a jazz occasion. Mr. McCormick introduced
"Jazz-A-Weck" as a special monthly feature of Allen entertainment in December, describing the initial performance for the
benefit of Herald readers in a letter to this department. Its reception has been such as to bring about its installation as a regular
event. Not its least attractive aspect is the fact that it provides ample advertising capital.
"HAIL THE WOMAN" was presented as well as exploited
in its Bradford theatre run, described on the preceding page.
The above photograph shows the setting used for the pro-
logue, in which a quartette was employed. Another drop
represented a church scene.
"BACK PAY," Cosmopolitan production distributed by Para-
mount, was presented at the Brooklyn Mark-Strand as shown
in the above photograph. Constant readers will recall the
drop as used previously for "The Sky Pilot" and pronounce
the management properly economical.
April 1, 1922
EXHIBITORS HERALD
53
if
NEWSPICTURES
WITH a view to giving the exhibitor a better understanding of the importance of the News
Weekly, to himself and to his public, and also for the purpose of providing ways and means
whereby the exhibitor may apply better exploitation to his News Reel feature, the Herald has
established this department.
PRESS
NOTICES
MEAN
THEATRE
PATRONS
THE VALUE OF PRESS PUBLICITY
in exploiting the newspicturc cannot be
underestimated. The plan, adopted by
Fred S. Meyer of the Palace theatre.
Hamilton. O., has
proved effective, and
in his own words
he now has his pa-
trons "hollerin' for
the news reel."
Press cooperation
is evidenced also by
the newspapers of
Buffalo. N. V. Dur-
ing the presentation
at the Xew Lafayette Square theatre re-
cently of pictures of Princess Mary's
wedding, the Buffalo Express published
this story:
"The first pictures of Princess Mary's
wedding will arrive in this city Thurs-
day morning by special mes-
senger sent here by the Fox
Film Corporation from New
York City. They will be
shown at the Xew Lafayette
theatre at each performance
today. These pictures, taken
on a record run from London
to Liverpool in a seaplane
and delivered on board a
trans-Atlantic liner. The
lioat was met 300 miles out
of Xew York by a seaplane
carrying a Fox Xews man.
The pictures were then
rushed to the Fox labora-
tories in Xew "York City,
where they were completed
in less than three hours. Spe-
cial messengers are now
rushing these films to all
parts of the city."
Such press notices are in-
valuable. They popularize the
theatre and the newspicture.
EXHIBITORS PRESENTING IN-
ternational Xews have a strong ally in
the Hearst papers, providing, of course,
that the theatres are operated in towns
and cities reached by
this string of papers.
With few excep-
tions the Hearst
papers carry the
line "International
Xews" under each
picture published,
HEARST
PAPERS
OFFER
EFFECTIVE
TIEUP
company s news-
FOX XEWS picture of wedding coach of Pri:
cess Mary and Viscount Lascelles.
PICTORIAL NEWS OF CURRENT INTEREST IN MANY
instances is presented as early as, if not previous to. its pub-
lication in the newspapers of the country. Wise exhibitors will
not overlook the value attached to broadcasting this fact in
newspaper announcements and heralds.
Xewspapers boast of their enter-
prise in presenting the latest first. By
adopting press methods the theatre
can be assured of building an increased
following for the newspicture. This
plan holds the greatest possibilities
for the smaller communities where the
newspapers, if they use pictures of current interest, publish them
of necessity at a late date.
When newspapers spread on events which exhibitors feel
assured will be carried in the news reel service they book, they
should file the stories for display in their lobbies during the
run of that specific issue of the newspicture.
PUBLICIZING
NEWS REEL
ENTERPRISE
This fact may easily
and effectively be
capitalized in the
presentation of this
pictures.
Pictorial sections of the Hearst papers
may easily be clipped and filed for dis-
play purposes when a published picture
is presented in a forthcoming issue of
International News.
To obtain the best results
in capitalizing this newspaper
tieup, theatre owners should
find it effective to advertise
in their local dailies that the
pictures published in (name
of Hearst paper) will be
shown in motion at (name of
theatres).
Exhibitors who have ap-
plied progressive advertising
methods to the newspicture
have found their efforts re-
paid and the money ex-
pended returned in enhanced
box office receipts.
The value of this news-
paper cooperation in the
presentation of the news-
picture should not be under-
estimated. It is one certain
means of raring the news-
picture to the feature plane.
Startling Pictures
of Vesuvius
(Special to Exhibitors Herald I
NEW YORK.— One of the most
startling pictures yet seen on the
screen is booked for distribution in
issue 51 of Fox News. It is the pic-
ture of an airplane trip taken by a
woman pilot and a Fox cameraman
over the crater of Vesuvius. At a
point above the crater the pair are
assailed by choking vapors which
cause the motor of the plane to "go
dead." The plane plunges down-
ward, clears the crater and is
dashed to pieces. By what must be
regarded as a miracle both occu-
pants of the plan escaped death.
Spot News
KINOGRAMS: Issue 2128— Xew York Amer-
ican leaguers ready for new season : Exhibit
of Belgian and German police dogs at Pasadena :
Talk from plane to auto by radio; Whipray fish-
ing off Miami. Fla. ; Bold passenger on ferry at
Xew York takes first drink that anyone has
had there since 1919; The McAdoos, Judge
Landis. Sir Philip Gibbs and others in "Per-
sonalities in the Xews."
FOX: Issue 46 — Great ice jam and floods at
Kent, Conn. : Prince of Wales visits Burma.
India ; Rear Admiral Fiske demonstrates vest
pocket "library;" Audiences shiver while Will
Kernan takes daily dip in Buffalo harbour ; Xice
carnival attracts multitudes to the Riviera : Face
to Face With Japan. Issue 47 — President Hard-
ing and party at St. Augustine, Fla. ; State
honors paid to late Prince Yamagato at Tokio;
pictures of Gainsborough's famous S700,000 paint-
ing "The Blue Boy;" Tom Milton wins auto
race in California.
KINOGRAMS: Issue 2129— Chicago has worst
fire in fifty years; Yankee fisherman launch
new schooner to challenge Canada for cup; In-
come tax payers at Xew York; 1922 flower show
in Xew York is best on record; Famous war-
ship is reduced to junk; Flora M. Spore of
Michigan paints under some "'occult control."
News as Popular
as Features
Although the newspicture has
been considered as a program filler
by many exhibitors, it is gradually
gaining in public favor and today it
is preferred in some instances to
the feature picture.
Evidence of this is contained in a
report to "What the Picture Did
for Me" from P. J. Buford, Prin-
cess theatre, Doniphan, Mo. Mr.
Buford's report reads:
"INTERNATIONAL NEWS —
My patrons like these news reels as
well as features. They are all inter-
esting."
Cultivating public taste for the
newspicture through advertising
will create this interest in pictorial
news. Exhibitors can well afford to
devote a part of their advertising
space to the news reel in order to
create this interest.
54
EXHIBITORS HERALD
April 1, 1922
DIGESVPICTURESg/fAeWEEK
THERE'S a mighty good idea embodied in the Fred S.
Meyer "exhibitor-to-public" review service, which is
described fully on page 43 of the Herald this week.
Mr. Meyer, who runs the Palace theatre, Hamilton, Ohio,
in a forty-page house organ gives his patrons advance
information about the pictures he has booked, and though
he prefaces these with the remark that they "are only
our personal opinion'' he nevertheless vouches for their
truthfulness and unbiasness. Mr. Meyer invites com-
ments from his patrons after the pictures have been shown,
as to how their views coincide with his. In this way he
gets in personal touch with many of his regular patrons
and soon learns what their tastes are. To the exhibitor
who cannot personally review the new pictures, the
"Digest of Pictures" will prove helpful in carrying out the
Meyer's idea.— J. R. M.
"PAY DAY" (First National) is Charlie Chaplin's
latest two-reeler and it is quite up to the high standard of
this inimitable comedian's former work. It will be "pay
day" every day in every theatre that plays this comedy or
we miss our guess.
"LADY GODIVA" (Pathe) is founded on Lord
Alfred Tennyson's poem and follows it closely. It is a
foreign production and will undoubtedly find its main ap-
peal among lovers of Tennyson's work for sentimental and
historical reasons.
"THE SEVENTH DAY" (First National) is a well
acted comedy-drama from Porter Emerson Browne's story,
although far below the high standard set by "Tol'able
David," Richard Barthelmess' previous starring vehicle.
There are many attractive locations, however, and it will
doubtless make a hit with the young folks.
"THE MAN FROM DOWNING STREET" (Vita-
graph ). This is a good mystery-detective story that deals
with the discovery of a person in the employ of the British
government at Delhi, India, who is passing out government
information. It has a surprising and effective climax and
holds interest throughout the five reels.
"DETERMINATION" (Lee-Bradford State Right)
is an ambitious attempt at something big but suffers from
over-footage and poor continuity. The featured player is
Al Lincoln, who plays a dual role, ably supported by
Gene Burnell, Irene Tarns, Nina Herbert and others.
There are kidnapings, fights, and a general mix up of
society folks with denizens of the slums which gives plenty
of contrast.
"BLAZE AWAY" (DiLorenzo, Inc.) is a clean
Western drama full of action, starring "Big Boy" Guinn
Williams. The star has a pleasing personality and the pic-
lure should satisfy lovers of the true-to-typc Westerns. The
Story runs smoothly although it is obvious in plot and
action.
"THE GREEN TEMPTATION" (Paramount) was
completed by the late William Desmond Taylor shortly
before his demise. It stands excellent chance of being
called his best work. Betty Compson is star, Mahlon
Hamilton and Theodore Kosloff leading in support. The
story is a highly colored narrative laid in Paris before and
during the war and concluded in America. Much of the
action may be termed hokum, but it registers effectively.
The picture is good popular entertainment and should
make considerable money.
"COME ON OYER" (Goldwyn) is about as delight-
ful a little comedy as has been produced in some time.
It is from the pen of Rupert Hughes and Goldwyn has
given it splendid production, with much rare beauty in
photography and picturesque sets. It is a story of Ireland
and New York, with a love story of unfailing interest.
"ALF'S BUTTON" (First National) is another ver-
sion of Aladdin's lamp, in which an English soldier is
granted his every wish by rubbing a brass button on his
tunic. An English comedy with Leslie Henson, an Eng-
lish comedian, in the principal role. A good idea for a
comedy but not made the most of.
"PARDON MY NERVE" (Fox) is an average
Western melodrama, made to fit the talents of Charles
Jones, with the usual plots and counter plots, bad men and
swift riding, usually associated with stories of this kind.
Interesting but not very original.
"LOVE'S MASQUERADE" (Selznick) starts off
well and excites your interest, but you lose patience with
the self-sacrificing hero before the end of the fourth reel.
Conway Tearle has had better vehicles than this. Wini-
fred Westover and Florence Billings are the other two
angles of the plot.
"THE BEAR CAT" (Universal) is Hoot Gibson's
latest. It is a Western directed by Edward Sedgwick who
did well with the conventional plot. It concerns the trials
of a wandering cowboy who frustrates the attempt of a
gang of crooks to turn a crooked deal. All right if you like
wild and woolly Westerns.
"THE HEART SPECIALIST" (Realart) is made-
to-measure sentimental melodrama that owes its enter-
tainment value chiefly to colorful incidents introduced at
regular intervals. Mary Miles M inter does very well with
the stellar role. Noah Beery assists materially as villain.
Alan Forrest satisfies as the necessary lead. It is not
big, not the star's best, but it contains much action, suffi-
cient suspense and should satisfy program demands.
"BOBBED HAIR" (Realart) is satire during four
reels, turns melodrama in the fifth and ends rather dis-
mally as just picture. Wanda Hawley, star, and
Thomas Ileffron, director, deserve better material. The
same effort made in the interests of a story worth tell-
ing might have produced valuable entertainment. The
title is the picture's chief asset.
BETTY COMPSON IN
GREEN TEMPTATION
(PARAMOUNT)
A story of Paris before and during
the war, with a post-war ending
in America, introducing pictu-
resque characters, highly melo-
dramatic incidents and many sur-
prise situations. French Apaches,
society folk and cosmopolites are
involved. An entertaining picture
that should draw. It is six reels
in length and was directed by the
late William Desmond Taylor.
Betty Compson does her best work
since "The Miracle Man" as the Paris-
ian dancer, whose major profession is
that of burglaress, in this highly colored
story of the Paris underworld and else-
where. Theodore Kosloff contributes a
strong characterization as a malignant
Apache chief. Mahlon Hamilton por-
trays with proper reserve a secret serv-
ice man, whose identity is not revealed
until the closing footage. Others in the
cast satisfy.
The early reels are best. Apache cus-
toms color an effective introduction of
characters. A note of mystery is
brought in with the beginning of a strug-
gle between forces of right and wrong.
Enough action for a feature length pro-
duction is presented before introduction
of a war sequence which contains trench
stuff admirably staged. The original
struggle is carried through this period
and into a post-war sequence laid in
America, where a happy ending is
broueht about in melodramatic fashion.
The star is cast as Genelle. Apache,
burglaress and, in her published identity,
dancer idol of Paris. Failure of an at-
tempt to steal a jewel known as "The
Green Temptation" results in discovery
of her double life and pursuit by authori-
ties. War comes and she finds conceal-
ment and regeneration in nurse work.
The principal characters come to Amer-
ica after the war and Genelle thwarts
the efforts of her former Apache leader
to obtain the jewel. At his death she
finds happiness in the love of a British
secret service agent who has figured mys-
teriously but vitally in the story from the
beginning.
Don't
Chaplin
LEATHER PUSHERS
(UNIVERSAL)
"Round Three" of the popular H. C.
Witwer stories, being distributed by Uni-
versal is the prize one of them all so far.
There's real comedy in this brief but
graphic tale of the downfall of a ring
hero, who is called a "pork and beaner"
by his best girl and declares he is through
with women forever. The fight, though
short, is the liveliest of the series, and
the comedv business introduced in the
ring, by serving tea, spraying the pugilist
with perfume, etc., gets a good hand.
Charles Chaplin in "Pay Day."
(First National)
CHARLES CHAPLIN IN
PAY DAY
(FIRST NATIONAL)
let anybody tell you Charlie
'is slipping." Go and see "Pay
Day" and judge for yourself whether
this genius of the camera cannot devise
more origi-
nal stuff in
two reels
than the
average
come dian
does in
twenty.
"Pay Day"
is just full
of chuckles
and unique,
quietly per-
formed
stunts that
never once
miss fire or
go wide of
their mark.
It is one of
the best
things he
has ever
done.
He wrote the story, from his own ob-
servations we take it, and directed it in
his own way, with all the Chaplinesque
touches. He furnishes excellent propa-
ganda for traction committees in cities
suffering from overcrowded trolley cars,
and the suffering strap-hangers will get
the point of his joke.
The cast includes Phyllis Allen, as an
austere wife; Mack Swain, as the Fore-
man; Edna Purviance as the Foreman's
daughter, and his brother, Sydney Chap-
lin. Swain makes a splendid foil for the
serious Toiler, as depicted by Chaplin,
and, as in his previous productions, every-
thing is so nicely timed the interest does
not lag for a moment. The business of
catching the bricks will doubtless be
copied by other comedians — Chaplin
stunts always are — but it will take un-
usual dexterity to duplicate his tricks.
Chaplin is a horny-handed son of toil.
He arrives late for work, but appeases
the foreman's wrath by handing him a
lily. He starts excavating, throwing
about two ounces of dirt out of a hole
with each upheaval. He is transferred
to the brick-laying department and
catches bricks in ever}- conceivable man-
ner. Lunch time comes and he gets a
meal from various sources, as the ele-
vator speeds up and down. It is pay
day and he draws his money. His wife,
however, is waiting outside the gate for
him and his attempts to hide some of his
money fails. He visits his favorite back-
alley saloon, where the hours fly quickly
and as he attempts to put on his overcoat
he gets his arm in the sleeve "of another
customer and is dragged away. He tries
to get on a crowded trolley car but loses
his grip and finally mistakes a lunch
wagon for his conveyance. Arriving
home he tries to sneak to bed. His wife
wakes up and he attempts to cover
things up by dressing again for work.
Dead tired he prepares to go to sleep
in the bath tub, which apparently is full
of soiled linen, but he finds the clothes
are being held up by a full tub of wa-
ter and he nearly drowns.
"Pay Day" is Chaplin at his best.
There are numerous opportunities for ex-
ploitation that will reap big returns, and
the musical accompaniment must not be
overlooked in putting the picture over.
SPECIAL CAST IN
COME ON OVER
(GOLDWYN)
Rupert Hughes' pleasant little tale
of quaint Irish folk makes capital
entertainment. Beautifully pho-
tographed, superbly acted and
very well directed. Certain in its
appeal with better class audi-
ences. Directed by Alfred Greene.
Six reels.
If you want a real, honest-to-goodness
story of real people doing natural things,
then book "Come On Over." It's as
wholesome as a Spring shower, as joy-
ous as a bubbling brook and it fairly
sparkles with quaint humor and Irish
brogue. We have had many, many sto-
ries of the Emerald Isle, but none more
fascinatingly told than this Hughes con-
coction, with its spitfire heroine, its stal-
w-art, sincere hero and the many real
people who surround them. There's a
genuine treat in store for those who do
not crave the sensational in pictures.
There are tears mixed with laughter, with
the lighter scenes predominating and no
especial play for sentiment.
Much could be written of the perform-
ances of Colleen Moore. Ralph Graves, J.
Farrell MacDonald and Kate Price, all
splendidly cast and excellent types. Miss
Moore's interpretation of Moyna is a
classic and her playing oc this role is
most delightful. As the forlorn little
girl left behind by her big-hearted lover
she presented a wistfully pathetic figure,
which strongly reminded one of Griffith
in its toning. Ralph Graves made an
ideal Shane: MacDonald's Morahan was
a true-to-life bit, and James Marcus,
Kathleen O'Connor and Eleanor Han-
cock contributed much to the picture's
success.
Then, too. the picture was beautifully
photographed — the work of L. W. O'Con-
n ell, a Chicago boy. Many of the out-of-
door scenes resembled exquisite paint-
ings.
Moyna Killiea bids a fond good-bye to
Shane O'Mealia when he sets sail from
Ireland for America. He promises that
he will soon send for her. But three
vears slip by. He has ill luck in New
York, where he loses one job after an-
other. Another girl falls in love with
him, besides, he having helped her father
reform from drink. Finally Moyna comes
to America with the Morahans and, mis-
understanding Shane's interest in Judy
Dugan, flies into a tantrum. It all ends
happily, however, and the clever ending
is one of thp important features of the
picture — there is no conventional "clinch"
finish.
56
EXHIBITORS HERALD
April 1, 1922
SPECIAL CAST IN
DETERMINATION
(STATE RIGHTS)
An ambitious production suffering
from apparent over-footage and
poor continuity, possibly due to
cutting. Said to have cost a mil-
lion dollars. Features Alpheus
Lincoln in a dual role, supported
by Gene Burnell. Direction
"completed" by Joseph Levering,
according to title card. Length,
about eight reels.
With evidence galore of a most praise-
worthy intention to produce a big picture
dealing with a vital theme, that of the
resistless power of determination, this
ambitious production of the U. S. Moving
Pictures Corp. misses the mark through
a badly constructed story, unconvincing
characters, and mediocre direction. The
twin brothers stuff has been so over-
worked that an attempt to build up sus-
pense through misunderstanding caused
by the bad twin's acts is bound to fall
flat.
There is some fairly good Whitechapel
atmosphere ■ in the opening shots, which
introduces John Morton (played by Al
Lincoln) as laboring for humanity among
the ,very soiled residents of this famous
London section. Right at the start John
overdoes the noble business, making it
difficult to sympathize with his good
work, by gazing at" a picture of Abraham
Lincoln posing as the liberator of the
black man, and vizualizing himself in Lin-
coln's place, the black slaves dissolving
into his Whitechapel types. Action is in-
jected into the opening reels by having a
wealthy American girl, Frances Lloyd,
(played by Gene Burnell), go down into
the slums to hand out invitations to the
residents to become members of a Home,
in which she has become interested. Her
jewels excite the cupidity of a brute
(played by Louis Walheim) and she is
lured into a cellar and her jewels taken.
Small boys tell John Morton and he res-
cues her in manly fashion. Then enters
the love motive. Complications are pro-
vided by one of John's proteges, "Lucky"
(played by Irene Tarns), who at once be-
comes jealous of the wealthy heiress.
The rest of the story is concerned with
the attempt of Lord Warburton to prove
that one who calls himself James Mel-
vale, a rounder and spender of Paris, is
really this same philanthropic John Mor-
ton, of the Whitechapel district. He man-
ages to make Frances believe it is so, as
well as John's proteges, but all is finally
made clear through the efforts of "Lucky"
and of the foster-father of John, who,
late in the development, tells by means
of the fade-back the story of the father of
the twins who had provided in his will
that neither should know of the other's
existence until they became thirty years
of age. This is a bad arrangement of con-
tinuity, because new characters are intro-
duced almost at the end of the story.
There are many elaborate sets, particu-
larly the gambling house in Paris, and
many ladies making lavish displays of
more or less interesting shoulder-blades.
Corinne Uzzcll plays the part of a vamp
who aids the conspiracy to convince the
American heiress that John is a modern
"Dr. Jckyll and Mr. Hyde," but the vamp
sees the light before the end and restores
Frances' faith. James, the waster, pairs
off with the waif "Lucky" and John for-
Ki'ves Frances and the double exposure
ending shows both couples in a smiling
clinch.
For audiences who like lots of society
.■.tuff, pretentious sets, kidnappings, and
fight'. "Determination" is recommended.
MARY MILES MINTER IN
HEART SPECIALIST
(REALART-PARAMOUNT)
A palpably manufactured but sub-
stantial yarn containing more ac-
tion than recent Minter vehicles
and sufficient suspense to offset
numerous improbabilities. An
American story with Oriental fla-
voring. Not a big picture, but
satisfying in the program sense.
Frank Urson directed. Length
five reels.
A scene from "The Heart Specialist."
(Paramount)
Alan Forrest and Noah Beery are chief
supporters of the star in a conventional
story relieved by unconventional inci-
dents of melodramatic nature. Beery is
most effective, cast as a scheming physi-
cian. Forrest is restrained by a heart
affliction the story endows him with, but
satisfies requirements. Carmen Phillips
appears briefly but strikingly as the physi-
cian's accomplice. While adequate, the
settings, lighting, direction and scenario
make no pronounced impression.
Mary Miles Minter is presented as
Rosalie Beckwith, editor of a column de-
voted to affairs of the heart in a New
York newspaper. When dropping of the
column is contemplated on the ground
that there is no such thing as romance
she wagers her job against a month's
salary that she can find romance within
forty miles of the office. Probably not
many will resent the idealized picturiza-
tion of the newspaper office.
Arriving at a small town she has se-
lected at random, she is mistaken for
Muriel Murat Bey, cousin of a recently
returned and ailing millionaire war hero,
and enters his home as that person. Here
a scheming physician, who has embez-
zled the millionaire's funds, seeks to
bring about his death through poison.
Numerous complications follow, terminat-
ing in the doctor's attempt to murder Ro-
salie and introduce his accomplice as the
real Muriel Murat Bey in order that
she may cover his peculations by stating
that she received the missing money.
The war hero effects the necessary res-
cue and the conventional closcup closes
the picture.
A Rex Beach Weekend
(GOLDWYN)
Here is an extremely interesting and
well photographed short subject made
by Weiss Brothers Artclass Pictures
Corporation. It shows Rex Beach, the
well known author, selecting his tackle,
and fishing with a party of others in a
well stocked, beautiful lake; the call to
dinner, which gives the photographer an
opportunity to use a fast-motion camera,
and many beautiful shots of clouds and
sweeping landscapes. The whole is nicely
tinted and titled. An excellent subject
and one that will fit in with any feature.
"BIG BOY" WILLIAMS IN
BLAZE AWAY
(DI LORENZO, INC.)
A clean Western drama, full of ac-
tion and thrills. Rather obvious
story, runs smoothly, is well pho-
tographed, and will satisfy lovers
of true-to-type Westerns. Wil-
liams has pleasing personality
and carries a wicked punch. Di-
rected by W. Hughes Curran.
Five reels.
Handicapped by a name reminiscent of
bread-and-butter days, the star of this
initial Frederick Herbst Production over-
comes it to a large extent as he fights and
loves his way through his first vehicle,
"Blaze Away." "Big Boy" (Guinn) Wil-
liams has a likable screen personality and
he sure can fight.
Good, clear photography, well chosen
locations and a logical continuity assist
in making a typical Western drama.
Williams is introduced as a "hand" on
the ranch of "Pop" Melody. "Pop" has
been adjudged by law the owner of a
piece of land which the rascally owner of
the adjoining ranch, Bar B, considers his.
The foreman of the Melody ranch is in
league with the Bar B gang. It falls to
the lot of "Big Boy" to foil the many
villains and at last win out and get the
girl, "Pop's" pretty daughter, played by-
Molly Malone.
There is little suspense to the story,
running as it does, true to Western for-
mula, but there is action enough to make
up for lack of a novel plot. The villains
take law into their own hands and try to
kill "Pop," rolling him and his Ford down
a steep cliff, but "Big Boy" saves him,
rescues the girl, whom they later kidnap,
and in a series of interesting fights, finally
routs the villainous foreman and the Bar
B men. There is a really good fight be-
tween the foreman and Williams, when
Williams disarms the former, throws
away his own gun, and is punishing the
villain properly when the foreman gets a
grub-hoe and attempts to kill him. Wil-
liams runs, climbs a high barn, and does
some Fairbanks stunts, enticing the fore-
man to throw the weapon at him, after
which he chases him and gives him a
good thrashing.
All in all. this Is a satisfactory Western,
certain to please those who like their
screen stuff full of action and simple of
story.
GOOD THINGS OF LIFE
(WID GUNNING)
You don't have to subscribe to the
humorous weeklies to get the witty
things they print nowadays. Just drop
into your favorite theatre and meet
Charles Dana Gibson, Walt Mason,
Caroline Wells, Oliver Herford and Max-
field Parrish on the screen and get the
pick of the best things they've done. This
weekly short feature novelty is different
from anything heretofore attempted, and
if succeeding numbers are as interesting
as the first one (shown last week at
Aschcr Bros. Chateau theatre, Chicago),
they will find a ready response from pic-
ture fans. The incident of the man wait-
ing for his telephone number; the re-
hearsal in a theatrical boarding house
and a half dozen other gems that make
up this short subject ought to put it
over with any audience, and have them
coining back and asking for more. The
reel is not made up of animated cartoons,
but real flesh and blood people enact the
sci ne> for the various jokes culled from
Life.
April 1, 1922
EXHIBITORS HERALD
57
HEDDA VERNON IN
LADY GODIVA
(PATHE)
A foreign production founded on
Lord Alfred Tennyson's famous
poem. The picturization follows
closely the trend of the verse with
many of the subtitles being ex-
cerpts from same. It is pictur-
esque to a great degree and will
undoubtedly please lovers of Ten-
nyson's work as well as those to
whom the pictorial presentation
of the subject has an appeal. No
cast given. Direction by Hubert
Moest. Six reels.
To those to whom the charm and sen-
timent of Lord Alfred Tennyson's poem
has an appeal the screen presentation of
"Lady Godiva" will meet approval. The
sentiment of the author's verse is beau-
tifully portrayed. The film, however, is
not of the American type and audiences
not accustomed to the faces and actions
of foreign stars will probably find it less
interesting than our own photodramas
based upon modern stories.
The fact that the picture follows the
poem virtually step by step brings out
pointedly the author's views but makes
the photoplay appear long drawn out and
more on the order of a recital of histori-
cal events. It is a costume play but faith-
fully handled in this respect.
The ride of Lady Godiva through the
streets of Coventry is well handled also,
no attempt being made to make it sensa-
tional, but rather to convey the thought
of sacrifice and humiliation which she
made for her people. One of the out-
standing scenes is the crashing to earth
of a great castle filled with hordes of
people. There's splendid suspense here.
As a pictorial presentation of Tenny-
son's poem "Lady Godiva" is excellent,
but whether or not it will appeal to the
average audience used to pictures with
unusual punch and speed is open to de-
bate.
The poem tells of Leofric, a cruel earl
of England, who threatens death to the
father of Lady Godiva, a beautiful girl,
unless she agrees to marry him. She suf-
fers indignities at hand because of her
determination to be a wife in name only.
The people of Coventry plead with her to
intervene with her husband who has
threatened to burn their homes. She suc-
ceeds in doing this but on condition that
she ride, unclad, on a white horse through
the town. She does this, but the earl has
disregarded the temper of the people.
His palace is undermined and collapses
killing all in it. Lady Godiva, warned by
the jester, escapes before the catastrophe,
and is reunited with the architect, her
lover, who also escapes the headman.
A scene from "The Seventh Day" (Associated
First National)
RICHARD BARTHELMESS IN
THE SEVENTH DAY
(FIRST NATIONAL)
A well-acted comedy-drama from
the story by Porter Emerson
Browne. Attractive locations,
good sea stuff, accentuated by
the two old "salts," played by
Frank Losee and Leslie Stowe,
make of a rather light story,
pleasing entertainment. Directed
by Henry King. Length five
reels.
Comparisons are odious but impossible
to avoid, so it is that this second pro-
duction of Inspiration Pictures, Inc.,
starring "Dick" Barthelmess, suffers
when lined up alongside its far stronger
predecessor, "Tol'able David." Forget
the Hergesheimer story and you will like
"The Seventh Day," because it is well
acted, well set, and capably directed by
Henry King. The main fault is the frothy
little story.
John Alden, Jr., (Richard Barthelmess)
returns to the tiny fishing village where
he has lived all his life with two old
uncles and a spinster aunt and his pretty
sister, Betty (played by Anne Cornwall),
to be told that both old men are "going
into dry dock" and he is to take com-
mand the next time the fishing boat
leaves. The same day, a yacht with a gay
party of irresponsible young people
aboard, limps into the fishing village har-
bor, the pumps having gone wrong. John
is at once attracted by pretty Patricia
Vane (Louise Huff), while his sister is
not averse to the admiration of young
Reggie Van Zandt. Patricia wickedly en-
tices the young rustic, but, after several
days, finds she has been playing with
fire, her heart going out to John, while
she is engaged to Reggie.
Sunday, the seventh day, finds the
merry crowd aboard the yacht playing
"Put and Take," while John and Betty,
their elderly relatives and the "hired girl"-
are getting ready for church. There is
some good comedy relief by this same
maid-of-all-work, and Betty's rustic
suitor, Donald Peabody. Patricia and one
of the young aristocrats from the yacht
go ashore, to get some supplies, and Pa-
tricia is enticed into going to church — a
novel experience for her. John takes her
back in a row boat and later calls for her
in a motor boat, and tells her he loves
her. It is then he learns she is engaged
to Reggie. Disillusioned and hurt, he is
told by young Peabody that Reggie has
taken Betty aboard the yacht. John goes
for his sister, knocking Reggie down
when he objects. The story finishes with
Reggie and Patricia mutually agreeing
to break their engagement, and Reggie
manfully telling his love for Betty, while
Patricia goes to John and the fade-out
leaves the suggestion that she and John,
too, are to "marry and live happily," a
question, in view of Betty's bringing-up.
But it is the kind of story young folks
love and believe in. It is clean and full of
the spirit of youth. Only it is rather too
bad to let Barthelmess' undeniable talents
fritter out on such a romantic little tale
after his former excellent characteriza-
tions.
EARLE WILLIAMS IN
THE MAN FROM
DOWNING STREET
(VITAGRAPH)
This is a good mystery story with
Williams supported by a large
and able cast. The tale leads to
the discovery of a traitor in the
office of the British Commission
in India in a climax that proves
a surprise after the guilt appar-
ently has been fastened on every
one but the real culprit. Directed
by Edward Jose. Five reels.
The fact that several persons in "The
Man From Downing Street" appear to be
the ones responsible for the leak in the
messages received at the British head-
quarters in India makes this picture one
that is followed closely and with a good
deal of interest. You are certain that you
know the person, but the climax reveals
that the one least suspected is the real
traitor, and the surprise is agreeable be-
cause it is accomplished through a clever
bit of detective work.
Most of the action takes place in Delhi,
India. Williams, for the greater part of
the film, has the role of a Rajah and is
picturesquely garbed in a princely ori-
ental outfit. The picture is rich in sets
and is beautifully photographed.
Williams, as Captain Kent of the Lon-
don secret service, is assigned to Delhi
to discover the person responsible for the
passing out of government information.
He comes disguised as a Rajah and is
the guest of Colonel Wentworth, who has
charge of the district. Wentworth is the
only one who knows his real identity and
the two follow up one clue after another
of persons who might be implicated.
Finally only two men remain as the log-
ical perpetrators of the deed. To capture
them Kent confides to Colonel Went-
worth that he has issued instructions to
the London office to send a cable to each
of the two on two different subjects of
commercial importance, the idea being
that the subsequent leak on the subjects
would reveal their source, as the guilty
persons.
The plan works and guilt is attached to
a Captain Graves, whom Colonel Went-
worth claims has started a rumor on the
subject suggested in one of the cables
The fact that Colonel Wentworth puts
the blame on Captain Graves reveals that
the Colonel himself is the guilty person
when Captain Kent announces that
neither of the cablegrams he had sug-
gested had ever been sent. Trapped, the
Colonel is forced to confess.
ALPS BUTTON
(FIRST NATIONAL)
Very few genuine laughs in this
English - made comedy. Rather
slow moving, poorly directed and
does not compare with the work
of our own comedians. Six reels.
Leslie Henson, well known as a come-
dian on the other side, has the leading
role in this Cecil M. Hepworth produc-
tion, written by W. A. Darlington, and
while he does good work it is doubtful
if American audiences will find him very
amusing.
There is a good idea for a hilarious
comedy here, and with the proper direc-
58
EXHIBITORS HERALD
April 1, 1922
tion a very funny short subject could
have been evolved, but in six reels it
drags and repeats scenes too often to
hold the interest.
The English types are well chosen and
the trench scenes look like the real thing.
Alma Taylor appears as Alf's best girl,
Liz. John McAndrew played Bill with
much more sureness than did Henson
portray Alf. James Carew was the
Genie, who always brought Alf every-
thing in "wholesale lots," even to boy
babies — triplets.
Alf discovers that he possesses a brass
button which, when rubbed by him, sum-
mons a genie. In the trenches the genie
brings Alf and his friend. Bill, goblets
of beer, pretty girls, a bath and every-
thing their hearts desire. Finally Alf is
discharged from the army, marries Liz,
and she returns the button to the genie.
WANDA HAWLEY IN
BOBBED HAIR
( REALART— PARAMOUNT)
An inconsequential satire directed
at new thought, vers libre, Bo-
hemia and faddists generally.
Well done to the point where
melodrama is attempted. Disap-
pointing as a whole. Thomas'
Heffron, director, did well with
the material at hand. A five reel
feature.
Wanda Hawley in a scene from "Bobbed Hair"
(Paramount)
Settings that satisfy artistic and practi-
cal demands constitute attractive back-
ground for the artificial and ineffectually
satirical story that bears the very good
title of "Bobbed Hair." The title, inci-
dentally, offers varied exploitation possi-
bilities, although the picture has scarcely
sufficient body to stand up under forced
draught.
The narrative undoubtedly is intended
to ridicule neatly makers of vers libre,
futuristic artists and the class regarded
as Bohemians. A last minute attempt
to interject melodrama nullifies a certain
degree of success in this effort scored in
the early reels. The result is neither
"flesh nor fowl nor good red herring."
Wanda Hawley goes through her un-
important paces capably. William Carle-
ton and William Boyd are next best in
the cast.
The story presents Polly Heath, a ro-
mantic maiden, who runs away from
home when her apparently approved
suitor dwells too consistently upon ma-
terial considerations, like money and dia-
monds, and takes up abode with an old
school chum in a new thought colony,
bobbing her hair and donning Grecian
vestments. Said suitor follows and res-
cues her from an ultra-modern poet who
has engineered a compromising situation,
whereupon she sees his proffered soli-
taire in a new light and forswears ro-
mance and futurism indefinitely.
CHARLES JONES IN
PARDON MY NERVE
(FOX)
Average Western story, built along
familiar lines. Mildly interesting
and may satisfy Jones fans. Filled
with fights, bad men, gun play
and some good riding. A clever
dog prominent in the action. Di-
rected by Reeves Eason. Five
reels.
There is enough action and suspense
in "Pardon My Nerve" for two five reel-
ers. One climax follows another in rapid
succession and each is played to the full
and almost every known device for cre-
ating suspense is used. The comedy ele-
ment has not been overlooked, either,
and at a downtown theatre, Chicago, the
picture pleased, although it is not up to
former Buck (pardon me!) Charles
Jones vehicles.
"Pardon My Nerve" has the added in-
terest, however, of presenting Eileen
Percy in a supporting role. She, Mae
Busch and G. Raymond Nye render
Jones excellent aid. In fact, the whole
cast is good — Robert Daly, Joe Harris,
William Steele and Otto Hoffman. The
principal weakness is the plot, which has
served other stars in various forms many,
many times.
Racey Dawson, employed on the Dale
ranch, finds a plot being hatched by Bill
McFluke, "Nebraska" Jones and Jack
Harpe to acquire the Dale ranch. Molly
Dale's father signs a bill of sale for the
ranch while intoxicated and shortly there-
after is killed by a gambler. The gam-
bler, "Bill" McFluke, meets death also
at the hands of "Nebraska" Jones, who
attempts to blame Racey. Racey's pal, a
dog, brings the evidence to the Sheriff.
The bill of sale reposes in the Sheriff's
safe. Molly decides to get it by stealth
and there meets Racey, as well as "Ne-
braska" and old Luke Tweezy, all intent
upon getting the paper. Racey ropes
Tweezy and suspends him from the top
of the building and when the sheriff ar-
rives Molly and Racey are cleared by the
confessions of the others.
HOOT GIBSON IN
THE BEAR CAT
(UNIVERSAL)
Typical Western story with Uni-
versale fast riding cowboy star
in conventional role. Will please
where this type of story is in de-
mand. Directed by Edward
Sedgwick. Five reels.
There arc not many new angles to the
modem Western story. "The Bear Cat"
is a modern story adapted from "Sou'
West," an F. R. Buckley story, and Uni-
versal has made a valiant attempt to es-
tablish characterization rather than a new
plot here. And they have partially suc-
ceeded in the Sheriff and "The Singing
Kid" — both exceptionally well played
roles. The girl in the cast is Lillian Rich.
Others in the supporting cast arc Harold
Goodwin, Fontaine La Rue, Charles
French, Joe Harris, Alfred Hollings-
worth, William Buckley, W. J. Allen and
Sam Polo. This is the first production
made by Mr. Sedgwick for Universal.
"The Singing Kid" rides into town
after a brief sojourn across the border,
where he was hiding because of an unjust
charge. While employed as "runner" on
a ranch he discovers a plot to mulct his
employer. How he frustrates their plans
and exposes the trick to railroad himself
to jail, as well as discloses the worthless-
ness of the ranchman's daughter's lover,
is well shown in this lively and well told
story.
If you are in the market for Westerns
"The Bear Cat" should fill the bill.
CONWAY TEARLE IN
LOVE'S MASQUERADE
(SELZNICK)
Written around a tragedy, which
occurs in the first reel, this story
of a self-sacrificing, manly hero
holds the interest stimulated in
the early footage. Winifred West-
over and Florence Billings render
excellent support. Directed by
William P. S. Earle. Five reels.
Although not one of the strongest ve-
hicles Conway Tearle has had of late,
"Love's Masquerade," written by Edward
J. Montague, provides an unusual situa-
tion that is warranted to catch the atten-
tion in the first reel and by reason of
Tearle's sincere performance, will hold
the interest throughout the five reels. It
is one of those quiet running dramas, set
among beautiful surroundings, and very
capably acted by the entire cast. The di-
rection of William P. S. Earle leaves lit-
tle to be desired in working up to the
climax. Incidentally, it is the last picture
in which Winifred Westover appeared be-
fore becoming Mrs. William S. Hart.
Miss Westover plays the role of an inno-
cent little fishing village girl, while Flor-
ence Billings is the villainess. Arthur
Houseman appears briefly but effectively
in several scenes.
Russell Carrington decides to break up
a love affair with a married woman and
goes to her home. There he finds her
alone, with her husband lying dead. The
police arrive and he is accused of the
murder, and thinking to shield the woman,
he admits his guilt. He escapes, when a
thief hidden in the curtains cuts the elec-
tric light wires and throws the household
into confusion. Years later he meets
the woman. He has assumed the name of
John Carr and has become engaged to a
sweet village girl. On the day of the wed-
ding the woman again appears and stops
the ceremony. She has him arrested, and
while serving his sentence he meets
the burglar, who tells the authorities the
truth. He is set free and finds happiness
with his true love.
Colleen Moore In a scene from "The Wall
Flower." (Goldwyn)
ae
SB?
oncy
Jorihe
Showman
m
ke personifies the quick
pulse of Ike life of Luxurious
dance places- the glitter-
ing revelry of flew l/ork and,
the great ContineKtalcdpttds
m
Mae
MAE MURRAY
— her dancing, her striking gowns. A swift-
moving story of adventurous romance. A
background of the gayest, most sinister phase
of night life in Madrid.
Do you wonder the picture's called
Fascination
1
A
CJhe star of provocative
(J beauty in aphotoplayno
^'less gorgeous than
PEACOCK ALLEY
and even wrejbrcefulty
dramatic
Z/our patrons are impatient to see
MAE MURRAY again
Qlve tkem what they want :
FASCINATION
4ts more than the title Implies .
distributed by
ME1
PICTURES CO!
C B
J
resents
J R RAY
(
CjhSClNATION is the story of
what happened toVoloresXe Lisa
beginning that evening
when she dared display
her beauty in the most'
dangerous resort in
Madrid
ASCINATIOtf is richly
produced ~~lWe star's gowns,
[Parisian creations, unbe^
lievably stunning^ her
dancing is daring, original
C>ASCINATION is apicl
wre to book, before the other
fellow does .
FASCINATION ■
Directed by Robert Z- Leonard
A TIFFANY PRODUCTION
£M. H. Hoffman
Vice-President
and General Manager
cA Picturization of the
JOHN GOLDEN HIT
written by
Winchell Smith and
John E. Hazzard
BOOKINGS
that Spell Success :
Metropolitan, Atlanta, Ga.
Republic, Jacksonville, Fla.
Strand, Brockton, Mast.
Rialto, Fall River, Mass.
Rialto, Lowell, Mass.
Day Street, Somerville, Mass.
Poll's, Bridgeport, Conn.
Capitol, Hartford, Conn.
Palace, New Haven, Conn.
Modern, Providence, R. I.
Strand, Portland, Maine
Tivott, Chicago, III.
Randolph, Chicago, 111.
Riviera, Chicago, 111.
Peoria, Madison, Wis.
Victory, Evansvllle, Ind.
Orpheum, Ft. Wayne, Ind.
Ohio, Indianapolis, Ind.
Lyric, Marion, Ind.
Murette, Richmond, Ind.
Liberty, Terre Haute, Ind.
Strand, Milwaukee, Wis.
Toy, Milwaukee, Wis.
Grand Opera House, Wausau, Wis.
Dome, Youngstown, Ohio
Royal, Waco, I e\as
oA Picture Greater than the
Great Play —
which ran 443 times in New
York, 319 times in Chicago;
and which is still being
enacted with undiminished
popularity throughout the
country.
EVERY tfEWYCiKmM
JOHN" GOLDEN 1
MARCUS LOEW
JUNE MATHIS
MARY O.HARA- • • HSMXi
JOHN F. SEITZ ...
iVl Production
of WINCHELL SMITH'S
/ FAMOUS mOADVm STAGE SUCCESS
qA Picture Greater than the
Great Expectations cf it —
which were high, considering
its direction by the maker
of "The Four Horsemen of
the Apocalypse" and "The
Conquering Power."
CRITIC PRAISED IT
MORE
BOOKINGS
that Spell More Success:
Palace, Dallas, Texas
Majestic, Tulsa, Okla.
Rialto, Denver, Col.
Garrick, Minneapolis, Minn.
Garrick, Duluth, Minn.
Garrick, St. Paul, Minn.
Sherman, St. Cloud, Minn.
Riviera, La Crosse, Wis.
Cameo, New York, N. Y.
Capitol, New York, N. Y.
American, Troy, N. Y.
Capitol, Trenton, N. J.
Grand, Dubuque, la.
Germantown, Philadelphia, Pa.
Stanley, Philadelphia, Pa.
Hamilton, Lancaster, Pa.
Majestic, Williamsport, Pa.
Capitol, Altoona, Pa.
Strand, Erie, Pa.
New Mission, Los Angeles, C ilif.
Imperial, San Francisco, Calif.
Coliseum, Seattle, Washington
Majestic, Portland, Ore.
Loew's State, Boston, Mass.
Capitol, Oklahoma City, Okla.
Loew's State, Rochester, N. Y.
N. L. Nathanson Canadian Circuit,
Famous Players Canadian Corp., Ltd.
■
■
METRO
PICTURES CORPORATION
MISSING
HUSBANDS
A.
PICTURE FOR
Qjusbands who are missing
and husbands who wishj
I key were
Wives who with so, too . .
Qlrls wko'd rather have a
missing husband thannone
at all
<Menwko migki be mls^
sing if they were husbands
9naword,apicture the
exhibitor cant afforcL
mlsslncj J
I'M"*
Iff/
.V
METRO
PICTURES
CORPORATION
&clusu>tJXstrtkitors throughout tike UNITED STATES ami CANADA.
— as these
theatres did
Howard, Atlanta
Republic, Jacksonville
Strand, Birmingham
Park, Boston
Colonial, Brockton
Rialto, Fall River
Day Street, Somervllle
Daw's, Bridgeport
Majestic, Hartford
Palace, New Haven
Strand, Providence
Empire, Portland
Loew 's Stage, Buffalo
Moazard, Elmira
Bellevue, Niagara Falls
Regent, Rochester
Strand, Schenectady
Randolph, Chicago
Stratford, Chicago
Orpheum, Chicago
American, Evansville
Orpheum, Ft. Wayne
Loezv 's State, Indianapolis
Lyric, Marion
Murette, Richmond
Liberty, Terre Haute
Alhambra, Milwaukee
Toy, Milwaukee
Grand Opera House, Wausau
Strand, Akron
Alhambra, Canton
Loeiu 's, Cleveland
Rialto, Cleveland
Capital, Cleveland
Valentine, Toledo
Dome, Youngstown
Walnut, Cincinnati
Majestic, Columbus
Auditorium, Dayton
Majestic, Louisville
Palace, Dallas
Rialto, Ft. Worth
Rialto, San Antonio
Criterion, Oklahoma City
Royal, Waco
Broadway, Tulsa
Rivoli, Denver
Capital, Detroit
Regent, Flint
Liberty, Kansas City
Wichita, Wichita
Loew's Palace, Memphis
Loew 's State, Los Angele*
Plaza, San Diego
Garrick, Duluth
Gmrrick, Minneapolis
Garrick, St. Paul
Riviera, La Crosse
Cameo, New York
American, Troy
Liberty, New Orleans
Des Moines, Des Moines
Rialto, Omaha
Stanley, Philadelphia
Carmen, Philadelphia
Colonial, Harrisburg
Hamilton, Lancaster
Majestic, Williamsport
Capital, Altoona
Strand, Erie
Loezv 's State, Salt Lake City
American, Oakland
Imperial, Sen Francisco
Liberty, Portland
Coliseum, Seattle
Century, Baltimore
Bijou, Richmond
by Bodkin
ROBERT Z. LE0MR1
J^resentaiLon. ol
MAE MURRAY
»PEACOCK ALLEY
PEACOCK ALLEY IS THE ROAD
TO RECORD RETURNS
tit EDMUND GOWJMG based, U TIFFANY Production
mastery by OUIDABERGEKE hASWmm^J^SSexJlgi:
Directed, by ROBERT Z. LEONARD
^Distributed b
METRO
PICTURES
CORPORATION
X MARKS THE SPOT WHERE
. THE MONEY IS FOUND
April 1. 1922
EXHIBITORS HERALD
59
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 48
A majority of the great clergy-
men of the day have advised their
church organizations not to attempt
to close theatres on Sunday by in-
voking old "blue laws," but to make
the church so attractive that people
will come in spite of there being
some other place to go.
PUBLIC RIGHTS LEAGUE.
Griffith's R e m arks
Good Program Copy
Speech by Producer May
Be Used as Propaganda
in Combating Reformer
D. W. Griffith, the producer, made so
many pertinent remarks relative to cen-
sorship in a talk before the Kentucky
legislature that this department is pub-
lishing them in the hope that exhibitors
may find space for them in programs and
house organs. Mr. Griffith said:
"Censorship is an institution of autoc-
racy. Censorship has been since the
beginning of time, the chief instrument,
used by autocrats, kings and rulers. If
an autocrat in any form of government
has the power of censoring forms of ex-
pression, he can rest assured that no one
can dispute his autocratic governing
power.
"Censorship of motion pictures was
first begun in Germany; then it was used
by Russia. Do we in America believe
that these two governments are good ex-
amples for us to model our institutions
after? Autocracies censor thoughts be-
fore the}' are given out to the people,
whether expressed in form of speech or in
writing.
"This same censorship group that is
working for censorship of motion pic-
tures are brothers to censors of the past.
It was these censors of the past who
threatened Gutenberg, the inventor of the
first printing press. It was these censors
who believed that the printing press was
an instrument of the devil. These cen-
sors came very near burning him at the
stake.
"Even if we admit that there are bad
pictures, there are also words spoken
that should not be spoken; plays which
should not be shown; books that should
not be written; but not on account of
these shall we lose the priceless heritage
of free speech. Prosecute the offenders
against indecencies, but do not lose our
right of freedom, our right of expression.
"No picture can please everyone. Each
human being thinks differently on differ-
ent subjects, from every other human be-
ing. Thus it is that a picture which may
seem all right in Ohio or Pennsylvania
may displease Kentucky, and vice versa.
Three individuals in each state of the
union will view a picture. By the time
thej- get through with it there would be
nothing left of the original picture, which
if seen by an average audience of nor-
mally minded Americans in its beginning,
there might not have been a single thing
in it to offend them.
"Have we not had enough of trying to
make people good by laws? Shall the
great state of Kentucky add to that move-
ment of restriction that is already on foot
in our country? Do we not see the dan-
ger ahead of our restrictions until we
shall have an autocratic form of govern-
ment? If the laws upon the statute books
are not strong enough to adequatelv pun-
ish the guilty then make them stronger,
but let us leave censorship where it be-
longs— to the government of such as the
late kaiser of Germany, and the late czar
of Russia, and the old intolerant govern-
ments that broke men's bodies upon racks
and wheels of torture."
r
Order Your Slides
EXHIBITORS HERALD.
417 South Dearborn Street,
Chicago, 111.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
in? to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
1
Na
(Write name and address legibly)
Theatre
Street
City
L_.
Speaker Gives Lie
to trie Reformers
D enies Mo tion Pictures
Are Cause of Delinquency
Among Children of Today
The reformer shouts at the top of his
voice: "Motion pictures are the root of
all evil. All juvenile delinquency cases
are traceable directly to the motion pic-
tures."
To be exact, the following statement
was made not so long ago by the Rev.
Philip Yarrow, field secretary of the
Illinois Vigilance Association:
"I believe the movies are responsible
for the widespread immorality which is
everywhere recognized. We are in a
state of wild abandon. The movies have
broken down the sense of reserve and
modesty."
That misstatement might originate in
the mind of any paid reformer. Yarrow
is a paid reformer. Condemnation means
money in his pocket. If he couldn't find
something to denounce it would behoove
him to seek a livelihood from some other
source.
On the other hand, consider the follow-
ing statement from a man who is experi-
enced in juvenile delinquency cases. Dr.
Herman Adler. speaking at a luncheon
given under the auspices of the Chicago
Woman's Aid. said:
"I have never known a single case of
delinquency traceable to motion pic-
tures."
Whom shall the public believe? The
man who states facts gained through ex-
perience, or the man who disregards facts
and colors his statements to conform
with the aims and purposes of his voca-
tion?
The public is in a receptive mood for
scandal, whether or not it is based upon
facts. Because of this shortcoming of
the American people the industry's task
is made doubly difficult. It means that
every exhibitor must assist in broadcast-
ing the facts as uttered by such men as
Dr. Adler.
The reformer gains an audience by
shouting from the house tops. Like any
person creating a scene they attract at-
tention. While the majority may not be
impressed by this psuedo-sincerity there
are these who are easily convinced be-
cause of the masquerade assumed by the
reformer. It is with the latter minority
that the industry must deal.
60
EXHIBITORS HERALD
April 1, 1922
WATTERSON R. ROTHACKER and a night view of the Chicago laboratories of the Rothacker Film Manufacturing Company.
Rot hacker Issues New Book on
Motion Pictures for Advertising
"The best advertisement in the world
will never be written because The Mo-
tion Picture is the superlative advertising
medium and exceeds the limitations of
any pen."
This terse statement introduces the
subject of motion picture advertising in a
new and handsomely bound booklet writ-
ten by Watterson R. Rothacker, presi-
dent of Rothacker Film Manufacturing
Company. As a piece of advertising ma-
terial the book itself is unusually attrac-
tive from an advertising viewpoint, aside
from the treatment given the subject mat-
ter.
Visualization Is Keynote
Mr. Rothacker has given a comprehen-
sive argument for industrial advertising
by means of motion pictures in the man-
ual, treating the subject in a manner in
which its possibilities readily strike home.
The various illustrations throughout the
book carry out the dominant idea that
visualization of a thing is its most con-
vincing form of portrayal.
This point is made poignant in an ar-
ticle under the caption "Carrying a Loco-
motive in a Suitcase," which says, "It
costs big money to transport an Amer-
ican-made locomotive for demonstration
in China. It is expensive to take a sam-
ple ten-ton truck to India. To show
American-made mining, dredging or
other heavy equipment — to show it in
action — to buyers who live and work in
distant parts can only be done economi-
cally and convincingly via the motion
picture route."
Another interesting feature of the man-
ual is the comment under the caption
"Your Trademark Becomes a Living
Thing." With the article are drawings
of well known trade marks, Old Dutch
Cleanser, The Gold Dust Twins, Aunt
Jemima's Pancake Flour, and other pro-
minent figures which motion pictures
could bring to life.
Still another feature of the book that
gives a sidelight on the possibilities of
motion pictures is headed "Perpetuating
Personalities" in which it is pointed out
that motion pictures can be made of child-
hood days and re-lived again in years to
come through the use of the cinema.
Is Pioneer in Industry
Mr. Rothacker is a pioneer in the mat-
ter of motion picture advertising. In
1910 he founded the Industrial Moving
Picture Company. Several years later
the name of the corporation was changed
to the Rothacker Film Manufacturing
Company and operations were extended
to embrace general photoplay production
and commercial developing for the motion
picture trade. A laboratory-studio was
built in Chicago in 1916 and in 1921 a
laboratory unit had been completed and
opened in California. Today the com-
pany enjoys a national reputation in its
field and counts among its clients such
concerns as Armour & Company, Ad-
dressograph Company, Chicago Surface
Lines. DuPont Powder Company, Stan-
dard Oil Company of New Jersey, and
many other prominent firms.
Thornby to Make
Films for R-C
R. T. Thornby who has directed
numerous stars in big productions
has been engaged by R-C Pictures
Corporation to make six pictures
to be known as the Robert T.
Thornby productions for publica-
tion by R-C.
Mr. Thornby has been associated
with Universal, Pathe, Vitagraph
and other companies in a directorial
capacity and at one time produced
in his own right.
Marie Prevost is Given
Three More Film Stories
With her current publication, "The
Dangerous Little Demon," Marie Prevost
is within sight of the completion of her
first eight Special Attraction pictures for
Universal. This story by Mildred Con-
sidine, directed by Clarence Badger, is
the sixth feature for the star.
Three pictures in addition are cither
completed or purchased for her use.
"Kissed," by Arthur Somers Roche, has
been completed. This picture will be
published in May. The two which are
awaiting her are "Her Ninht of Nights,"
from the pen of C. S. Montayne; and
"Never Mind Tomorrow," an original
story by Bernard Hyman.
"David and Jonathan"
Bookings Setting Pace,
Says Second National
Bookings of "David and Jonathan,"
first publication by Second National Pic-
tures'Corporation, a visualization of E.
Temple Thurston's novel, are increasing
in volume with each passing day, accord-
ing to officials of the concern. Bookings
of the second picture, "Her Story," writ-
ten and directed by Dion Titheradge, also
are being made at a rapid rate, and many
inquiries are being received regarding the
third publication "Night Riders," from
the Northwest adventure story by Ridge-
well Cullum.
Among the theatres which booked
"David and Jonathan" for runs in March
are the following: Boston theatre, Bos-
ton; Band Box, Irving and New Strand,
Chicago; Novelty, Apollo and Evaline,
Pittsburgh; Family and Ruby, Phila-
delphia; Star, Huntington. Pa.; Grand.
Johnstown Pa.; Arcade, Carnegie, Pa.;
Aris, Erie, Pa., and Keystone, N. S. City,
Pa.
Franchises have been sold by Second
National, it is stated, for three-fourths of
the territory in the United States.
Pine Tree Pictures New
Production to Be Most
Elaborate Made by Firm
Carl E. Milliken, treasurer, Pine Tree
Pictures, Inc., Portland, Maine, is super-
vising the production of the latest James
Oliver Curwood story, now being pro-
duced under the direction of Dell Hen-
derson, at the Paragon Studio, Fort Lee,
N. J.
The working title of this production
is "Love and the Law" and both Arrow
and Pine Tree officials are enthusiastic
over the story, considering it one of the
strongest ever written by Curwood.
In the cast are Zena Keefe, Gypsey
O'Brien, T. Barney Sherry and others.
A special town was built for the picture,
which is said to be the most elaborate
and expensive production yet made by
the producers.
Kirkwood in "U" Film
The first selection in the cast which
will support Priscilla Dean in "Under
Two Flags" is James Kirkwood. He
signed up in New York and has left for
Universal City.
April 1. 1922
EXHIBITORS HERALD
61
Distributing Companies Seeking
Longer Exhibition Life for Film
Famous Players Announces It Will Reissue Seven
Successes — Kempson Forms Company to
Push Series of Old Features
A general trend within the business to
obtain longer exhibition life for all pic-
tures— especially the more meritorious —
is apparent in a series of announcements
made by various distributing companies
during the past few weeks.
"A picture is always new until it has
played your town," is one of the slogan
adopted by distributors in urging wider
showing of pictures.
Paramount Announces Block
Paramount has decided to re-issue
seven of its biggest successes, all of
which were originally released prior to
November, 1920, according to an an-
nouncement by Sidney R. Kent, general
manager of distribution. These pictures,
all of which are to be shown by Hugo
Riesenfeld at the Rialto theatre, New
York, during the week of April 9, are
George Loane Tucker's "The Miracle
Man," John Barrvmore in "Dr. Jekyl
and Mr. Hyde," Cecil B. DeMille's "Old
Wives for New," George Fitzmaurice's
"On With the Dance," Cecil B. DeMille's
"Why Change Your Wife?", George
Melford's "Behold My Wife," and Cecil
B. DeMille's "Male and Female."
These pictures will be released in
block, forming a complete week's feature
program, to be used just as Mr. Riesen-
feld is using them, in successive showings.
New prints have been ordered and the
various Paramount exchanges will be
ready in a few days to accommodate the
block bookings.
Kempson Company Plans
Arrangements were completed during
the past week by officials of the W. W.
Hodkinson Corporation and the Kemp-
son Pictures Corporation, for the physi-
cal distribution by the Hodkinson Corpo-
ration of a series of feature re-issues,
starring Norma Talmadge, Constance Tal-
madge, Clara Kimball Young, Alice
Brady and other stars.
The first four productions in the series
will be released through the Hodkinson
exchanges beginning about April 15, and
each month thereafter four additional
productions will be released. A definite
schedule of releases and dates of each
will be announced as soon as the sched-
ule is completed.
The productions will in each instance
be sold by the Kempson Pictures Corpo-
ration through its own sales force.
Salesmen representing the Kempson
Corporation will be stationed in each
Hodkinson exchange.
New Selznick Revival
"'Mrs. LefHngwell's Boots," starring
Constance Talmadge, which is just being
revived by the Selznick company, will
reach the box-office public at a time when
the names connected with the production
will give the production a double-star
value. Just now, Augustus Thomas, who
wrote the story, is being newly publicized
through a series of extremely interesting
articles running in the Saturday Evening
Post under the title of "The Print of My
Remembrance."
Metropolitan to Film
Earl W. Bowman Story
Clifford S. Elfelt, president of Metro-
politan Productions, announces the purchase
of Earl Wayland Bowman's story, "High
Stakes," which appeared in the American
Magazine. The author has also contracted
to furnish a number of other stories which
have been published in national magazines
during the past few years.
Carl P. Winther, production manager, is
now assembling the cast for the production.
During the observance of Universal's
decennial anniversary, employes will op-
erate the company's exchanges and, as
an announcement reads, will "receive the
lion's share of the profits."
The anniversary will be observed dur-
ing April and May, according to Presi-
dent Carl Laemmle. Universal was in-
corporated on May 10, 1912.
Exhibitors Will Share
Under the plan adopted for the anni-
versary, it is said that exhibitors will
share equally in profits with the Univer-
sal exchangemen. In announcing the plan,
Universal states:
"Heretofore, the anniversary has been
commemorated by a month set apart in
which exhibitors were asked to book Uni-
versal productions exclusively. This cus-
tom has now been adopted by exhibitors
themselves to commemorate the estab-
lishment of their own theatres. For this
reason the Universal felt that it was time
to depart from the established form of
celebrating such anniversaries lest they
become bothersome to the exhibitors and
thus defeat their own object."
The plan is being heralded in the trade
Long Broadway Run
For Griffith's Film
"Orphans of the Storm" Now
Playing Eleventh Week
in New York
"Only one picture out of every 5,000
that come to New York ever survive a
ten weeks' run on Broadway," says a
statement from United Artists, "and now
D. W. Griffith has added another to the
charmed few with 'Orpnans of the
Storm,' an adaptation of Kate Claxton's
stage classic, 'The Two Orphans,' now
in its eleventh week at the Apollo the-
atre.
"This ratio of 1 to 5,000 is a matter of
certificate in the report of the National
Association of the Motion Picture In-
dustry. Of the few that have made the
record, Mr. Griffith has produced 'The
Birth of a Nation,' 'Intolerance,' 'Hearts
of the World,' 'Way Down East' and
now his fifth.
"The qualities that make for these rec-
ords are shown in the beauty, gaiety,
color, fascination and charm of 'Orphan>
of the Storm.' It shows each class under
its most interesting conditions; the rich,
the poor, making love, fighting, dying,
striving and triumphing. The better
emotions are contrasted with the baser.
The beauty that is woman's is repre-
sented by hundreds of most attractive
young women. Youth glows from the
picture, and radiates throughout to the
blinding rush of the great climax."
Strong Love Story is
Theme of "Rubaiyat"
From Well Known Poem
A strong love story is said to be the
main theme of "The Rubaiyat," the
screen production adapted from the
famous poem according to Eastern Film
Corporation. An unusually wide range
of scenic splendor is embraced in the
production says the company.
"The Rubaiyat" it is pointed out will
be of special interest among Omar
Khayyam clubs, of which there are many
throughout the world.
press by the employes themselves. In an
advertisement, they say:
Employes Announce Plan
"In celebration of Universal's tenth an-
niversary Mr. Carl Laemmle has turned
over to us all the Universal exchanges to
be run as our own during the months of
April and May. We are to receive the
lion's share of the profits. In apprecia-
tion of your past patronage we have de-
cided to share these profits with you, the
exhibitor. We intend to make good Mr.
Laemmle's faith in us by going after your
business with all our might and main.
We offer during April and May the big-
gest and most liberal proposition you've
ever had. The greater the business, the
bigger our profits will be, and the larger
your share. For your sake and our own,
w-on't you please get in touch with us
right now, this minute? We thank you."
Aim Banner Months
Because the plans of cooperation differ
in the various exchanges they are not be-
ing announced at the present time. Em-
ployes, however, are determined to make
April and May banner months.
Laemmle Explains
Birthday Plans
In explanation of his move of
turning over Universal exchanges
to employes during April and May
in celebration of Universal's tenth
anniversary President Carl
Laemmle has issued the following
statement:
"The Universal Company has
produced and distributed its own
pictures for ten solid years. This
time I've turned all Universal ex-
changes, body, soul and breeches,
over to the employes for the
months of April and May. The
employes will run the works to suit
themselves. They have already
worked out a plan to include the
exhibitors in the benefits to be de-
rived during that period. The lion]s
share of the profits during this
period will go to employes. Each
exchange intends to share some of
the profits with you. Get in touch
with the employes during April and
May and see what they've got for
you."
Employes to Share in Profits During
Celebration of Universal Anniversary
62
EXHIBITORS HERALD
April 1, 1922
National Exchanges
Open Office in Ohio
Company Now Controls Three
Exchanges in Important
Centers
The third of its own distributing offices,
owned and controlled by National Ex-
changes, Inc., has been opened at Cleve-
land. The exchange is known as Buck-
eye National Exchanges, Inc., and is
located at 514 Exchange Building.
George W. Wilson, who is widely
known in the Ohio territory, is manager
of the exchange. Associated with him is
Frank Greenwald.
Is Third Unit
"This new office is the third of its own
distributing offices opened by National
Exchanges, Inc., during the past two
weeks," says Walter L. Johnson, presi-
dent of the organization. "National Ex-
changes, Inc., is forging ahead and now
controls its own distributing offices in
three key cities — New York, Chicago and
Cleveland.
"In New York we have the Metro-
politan National Exchanges, Inc., super-
vised by R. C. Cropper. In Chicago we
have the Cosmopolitan National Ex-
changes, Inc., at 738 South Wabash Ave-
nue, with Carl Harthill as manager.
Buckeye National Exchanges, Inc., cov-
ering the Ohio territory, is the third of
our own exchanges."
List Publications
"Why Not Marry?" a feature comedy
romance with Margery Wilson will be
the next publication of the Buckeye Na-
tional Exchanges. Inc. The program of
Buckeye National Exchanges, Inc., calls
for a feature a month, a Charles Ray
production every other week, a single reel
comedy or magazine subject every week,
a two reel comedy every other week and
"The Great Reward." serial.
New Second National
Guide for Exhibitors
Eight Page Press Book for
"Her Story" Issued to
Aid Exploitation
Still retaining the name of "Exhibitor's
Guide," under which the first press issued
by Second National Pictures Corporation,
for "David and Jonathan" was put out,
the second press book, for "Her Story"
has made its appearance. It is eight
pages, devoted almost entirely to material
for actual use by exhibitors in exploiting
the Titheradge photodrama. The exploi-
tation section begins with the advice:
"Money spent effectively in the exploi-
tation of a good picture is sure to be re-
turned several times over at the box
office. It is easy to lose money by trying
to save in the wrong way. If you spend
$100 on the exploitation of a story which
justifies the outlay, and by so doing pull
$300 of extra business into your theatre
for the run, you have gained. If, on the
other hand, you 'save' half the expense by
spending only $50, and get only $100 of
extra business as a result, you have lost
just $150."
This section continues with instruc-
tions for the conduct of teaser campaigns,
etc., and stunt suggestions for lobby dis-
plays A full page musical setting for
"Her Story" is a feature of the second
issue of the "Exhibitor's Guide."
HARRY CAREY, whose future pro-
ductions will be under the banner of
R-C.
Harry Carey Signed
By Robertson-Cole
Will be Starred in Special
Productions Under
R-C Banner
Harry Carey has been signed by Rob-
ertson Cole. Negotiations are being
conducted by the company for a director
to direct the new productions he will
make under the R-C banner, and it is
stated he will be given the work of a
prominent author as his first vehicle.
Is Also Playwright
Carey has figured conspicuously in mo-
tion pictures virtually since their begin-
ning. He was with the old Biograph
company under D. W. Griffith, and prior
to that was an actor and playwright.
"Montana" and "Hearts of Alaska" are
two of his creations.
More recently he has been a Jewel
star with Universal. One of his out-
standing successes with Universal was
"The Fox," directed by H. T. Thornby
and written by the star himself. West-
ern roles have been his specialty and in
these it is said he has established a large
following.
Big Cast Planned
Carey has made more than 30 five-reel
features for Universal. In his future
pictures for R-C, the company states, the
star will be given the support of numer-
ous prominent players and a large cast
will feature his productions. Material
for his next film is now being consid-
ered.
Pyramid Starts Filming
Of "The Mayor's Wife"
The third production of Pyramid Pic-
tures, Inc., "The Mayor's Wife," with
Betty Blythc, has been started under the
direction of Kenneth Webb. This adap-
tation of Anna Katherine Green's story,
which follows "My Old Kentucky Home"
and "The Queen of the Moulin Rouge,"
is regarded by Pyramid as a box office
attraction of more than average worth.
Supporting Miss Blythc arc Huntley
Gordon and Arthur Carew.
Prepare Welcome for
Best Exploitationists
Entries for First National's
"Dollar a Week" Offer
Closed March 18
The Independent Screen Artists' Guild
is preparing special programs of welcome
and entertainment for the nine exhibitors
who will land in Southern California as
the winners of the Associated First Na-
tional "Dollar a Week" offer for the best
and most effective exploitation cam-
paigns presented during First National
Week.
Entries Closed March 18
The week of March 13 was the final one
for receiving of entries. One week from
that date, or as soon afterward as con-
venient, the five exploitation editors of
the motion picture trade journals will
assemble at the offices of Associated First
National Pictures for consideration of
the campaigns submitted by the contest-
ants.
The judges are going to have a busy
time of it, according to present indica-
tions, for there are already fifty-five ex-
hibitors hot on the trail of a round-trip
ticket to filmland, and other competitors
are arriving with every mail.
Predicts 100 Will Enter
C. L. Yearsley, director of advertising
and publicity at First National, is con-
fident that the total number of exhibitors
entered will exceed one hundred.
The usual provisions are made for
tying contestants.
"Fascination" Hailed as
Mae Murray's Greatest
Film by Metro Official
Mae Murray's latest starring picture
"Fascination," which will be published
by Metro March 27 has been pronounced
an even greater photoplay than her pre-
ceding vehicle by W. E. Atkinson, vice-
president and general manager of Metro.
Scenes of her newest Tiffany production
have been screened before Metro offi-
cials.
"It is even a better picture than 'Pea-
cock Alley,' " says Mr. Atkinson, "and
when I say that I am fully conscious that
'Peacock Alley' has proved itself beyond
all comparison as Miss Murray's greatest
success so far. 'Fascination' marks a
new point in her career."
The cast in support of Miss Murray in-
cludes Helen Ware, Courtney Foote,
Robert W. Frazer, Creighton Hale, Vin-
cent Coleman, and Emily Fitzroy. Rob-
ert Z. Leonard is now cutting and titling
the production.
Armstrong to Star in
Comedies by New Firm
Financed largely by a group of his
former associates on the Mack Sennett
lot, "Billy" Armstrong, popular comedian
known for his work under the banners
of Fox, Keystone, Century and Sennett,
is now being starred by the Reageur
Productions, Inc., a new producing con-
cern that will make a series of 18 two-
reel comedies for state rights publication
through the distribution channels of the
Pacific Film Company of Culver City,
Cal.
April 1, 1922
EXHIBITORS HERALD
63
Albert E. Smith on West Coast
After Journey Via Panama Canal
Florence Vidor Film
Plays Big N. Y. Chain
Lloyd Recovers from "Flu";
Associated Announces
April Publication
Associated Exhibitors has announced
contracts for the presentation shortly in
each of the twelve theatres of the Loew
Circuit in Greater New York of Florence
Vidor's first starring vehicle, "Woman,
Wake Up."
The picture opened at Loew's Seventh
Avenue theatre, Manhattan; the Broad-
way, Brooklyn, and the Spooner in the
Bronx, on March 20. It appears at
Loew's New York on March 25; Brevoort
and Alpine, March 27 and 28; Circle,
March 29; Burland, April 4 and 5; 116th
Street, April 10; Victory, April 10 and 11;
42nd Street, April 13, and 86th Street,
April 30.
Work Is Progressing
Work on Miss Vidor's next feature,
"The Real Adventure," is reported to be
progressing rapidly.
Harold Lloyd is back on the lot, hav-
ing fully recovered from the attack of
influenza. Hnal scenes for "Grandma's
Boy" have been shot and the picture will
be shipped to New York shortly from the
Hal Roach studios.
Associated Exhibitors points out to ex-
hibitors the manner in which the Wistaria
production, "Lady Godiva," lends itself
to unusual exploitation. An elaborate
campaign book has been issued. This
contains many suggestions which take full
advantage of the opn~rtunities presented
by the feature.
Published on April 2
The first Playgoers pictures to be pres-
ented in April is announced for April 2.
It is "Sunshine Harbor" and is said to
be in keeping with the spirit of spring.
In the cast are Howard Hall, Ralph
Harolde, Coit Albertson, Dan Jarrett
and Myra Brooks. Edward Hemmer
directed this Jerome N. Wilson story.
Exhibitors Interested in
Goldwyn-Photoplay Offer
Exhibitors in all parts of the country
are displaying a keen interest in the Gold-
wyn-Photoplay Xew Faces Opportunity
contest being conducted by the Goldwyn
Company and Photoplay Magazine, says
a statement from Goldwyn.
One feature of the contest is the offer
of a prize of $500 to the exhibitor who
sends in the photograph of the winner,
who may be a patron of his theatre.
Following the announcement of the prize
award and an offer to furnish free slides
to exhibitors wishing to call the atten-
tion of audiences to the contest, Goldwyn
announces the receipt of hundreds of re-
quests from exhibitors for the slides.
Issue Booklet Describing
"After Six Days" Picture
Weiss Brothers Artclass Pictures Cor-
poration will publish a booklet setting
forth important points in connection with
their forthcoming production, "After Six
Days," a film version of the various
episodes of the Old Testament.
The booklet, done in three color
covers and artistically illustrated by
Victor Beals and Michael Lippman, will
be distributed to the managers of vari-
ous leading legitimate and motion pic-
ture theatres throughout the country and
showmen who have been identified with
the road show attractions.
Albert E. Smith, president of Vita-
graph, who has been in the east for the
past two months perfecting plans for
new Vitagraph productions, and witness-
ing the successful launching of two of
its special productions, "The Prodigal
Judge" and "The Sheik's Wife," has re-
turned to the West Coast studios at
Hollywood.
Mr. Smith varied his usual journey
from coast to coast by making the trip
this time via the Panama Canal reaching
the Los Angeles port on March 13,
having been delayed more than a
day by heavy storms along the Pacific
coast. Word reaching the Vitagraph
executive offices in New York announc-
ing Mr. Smith's arrival said that he had
gone into immediate conference with W.
S. Smith, general manager of Vitagraph's
Hollywood studio.
New Jean Paige Feature
Work on several large productions,
which had been held in abeyance await-
ing his return, will begin at once. One
of these is "The Magnificent Amber-
sons," adapted from the novel of the
same name by Booth Tarkington, and in
which Jean Paige will star in the leading
feminine role. Mr. Smith will supervise
the full casting of this special.
During Mr. Smith's absence from the
west coast studio, "My Wild Irish Rose,"
adapted from Dion Boucicault's famous
Irish melodrama "The Shaughraun," and
A nation-wide advertising campaign has
been launched by Warner Brothers on
their latest Vera Gordon attraction,
"Your Best Friend."
The first broadside of the drive now
under way is the billing of the entire
country with 24 sheet teasers reading:
"Who Is Your Best Friend?" These
will be followed by the regular billing
matter.
Another part of the campaign will be
a series of teaser newspaper and trade
papers ads, to be followed by an unusual
amount of advertising and publicity. The
press sheet for the Gordon picture em-
braces every known publicity and ex-
ploitation aid, in addition to a number of
novel ideas which are calculated to be
productive of good results for exhibi-
tors, it is said.
Six Pages in Book
Six pages of material that can be ad-
vantageously used by exhibitors make up
the composite whole of the press sheet.
The exploitation ideas suggested are said
to be out of the beaten track, and about
a dozen novelties are available with the
production. The latter are distinctly
original in conception, and are said to
lend themselves admirably for exploita-
tion purposes.
The exploitation possibilities in the title,
"Your Best Friend," will be apparent,
and it was chosen by the Warner or-
ganization primarily from that standpoint,
it is said.
Expect to Duplicate Success
"When we presented 'Why Girls Leave
Home,' " said Harry M. Warner, "we
gave exhibitors one of the best box office
titles of the year. We followed this with
Gus Edwards' 'School Days,' featuring
Wesley Barry, also blazing a trail of ap-
featuring Pauline Starke and Pat
O'Malley, has been completed. As soon
as Mr. Smith has seen the rough print
at the Hollywood studios the film will be
shipped to the Brooklyn studios for final
cutting and editing and the release of the
picture set for an early date, owing to
the timeliness of the subject. "My Wild
Irish Rose" was directed by David Smith.
Prominent in the cast is little Richard
Daniels, the freckledest boy on the screen
who played in Vitagraph's "The Little
Minister."
Other New Pictures
Other pictures completed at the Holly-
wood studios during Mr. Smith's absence,
include "The Silent Vow," a story of the
Canadian Northwest, in which William
Duncan makes his first appearance as a
member of the Royal Canadian North-
west Mounted Police and in which Edith
Johnson again appears as his co-star;
"The Man from Downing Street," an
elaborate East Indian story in which
Earle Williams stars in the gorgeous
garb of a Rajah, and which was directed
by Edward Jose; "The Angel of Crooked
Street," a story of New York's under-
world starring Alice Calhoun and
directed by David Smith, this being Miss
Calhoun's first appearance since her
great success in "The Little Minister";
and another Earle Williams' production
based on "Playing Dead," a story by
Richard Harding Davis, but as yet with-
out a permanent title.
proval wherever it is being shown. Now
we offer exhibitors the Vera Gordon pic-
ture, 'Your Best Friend,' and we firmly
believe that this production will duplicate
the success cf our two previous releases."
In the cast supporting Miss Gordon are
Belle Bennett, Harry Benham, Beth
Mason, Stanley Price and Dore David-
son. "Your Best Friend" was produced
by Harry Rapf, and written and directed
by Will Nigh, who was assisted by James
Chapin.
Get Southern Rights on
"Wandering Boy" Film
L. T. Pellerin, president of R. D. Lewis
Film Company, has negotiated a deal
with Equity which gives the Lewis com-
pany the Texas, Oklahoma and Arkan-
sas rights on the B. F. Zeidman produc-
tion, "Where Is My Wandering Boy To-
night?"
A campaign to advertise the picture is
now being conducted by the purchaser
whose main office is in Dallas, Texas,
with branch offices at Oklahoma City,
Okla., and Little Rock, Ark.
Criterion Shows "Smiles"
The first two subjects of "Smiles," the
series of one reel comedies being of-
fered on the state right market by
Primex Pictures Corporation, were given
a week's pre-view showing at the Criter-
ion theatre, New York City.
Hanshaw in Los Angeles
Dale Hanshaw of National Exchanges,
Inc., is in Los Angeles to close negotia-
tions for the acquisition of new features
for National Exchanges, Inc.
Warners Billing Entire Country With
24 Sheets Exploiting Gordon Picture
64
EXHIBITORS HERALD
April 1, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
Champions the Children
MILLEN, GA.— To the Editor: I have
just finished reading a letter in the Herald
from an exhibitor in Danville, 111. I notice
he wants to charge whole fare for children.
Business must be rushing in Danville. If
he cannot seat the people, and he wants
plenty of room in his theatre, his idea is
just right. Charge the kids full fare and
the father and mother will stay home with
them.
I find if I give a child a pass, the father
or mother will come with it and generally
both of them. You lead the calf home with
you and see if the cow doesn't follow.
The best thing on earth to stimulate busi-
ness is to get all the children to like you.
They will probably ask you a thousand
questions at the time when you are very
busy but it pays to treat them kindly. They
will tell their father and mother what a nice
man the "movie man" is. Take it from me,
it means money to any exhibitor. Probably
this Danville exhibitor is not married and
don't like kids but it is not what we ex-
hibitors like the best that gets the money.
I notice another letter in the same issue
of the Herald from Mr. B. L. Hubbard,
Bishop, Tex. If the Danville man will take
some advice from Mr. Hubbard, it will be
worth money to him. We should all re-
member we were all kids one time. If you
want a picture advertised, get the kids
interested. I'll bet a free ticket to the
matinee that the Danville exhibitor that
wrote this letter has got three or four kids
distributing hand bills two or three times
a week. The movie theatre would be in a
bad fix without the children. — C. H. Simp-
son, manager, Princess theatre, Millen, Ga.
Here's a Real Argument
CHICAGO, ILL.— To the Editor : I sin-
cerely trust you will publish this letter in
fairness to the truth. I read and heard that
Adolph Zukor claims he produced the first
five reel feature with a well known star in
America.
The trade papers will all recall in the
early spring of 1912 that I produced at the
Crystal studios a feature production known
as "Oliver Twist" featuring Nat Goodwin
and li is entire company of players that pro-
duced this play at the Amsterdam theatre
at that time with the exception of Marie
Doro and Len Harding, who were replaced
by other players. It was several months
after this that a firm in New York produced
Blanche Walsh in a feature known as
"Resurrection" and not until a few months
later did Adolph Zukor come out with
James K. Hackett in "The Prisoner of
Zenda."
It is only fair that, inasmucli as Zukor
has sent out the information advising that
he was the first producer of feature pictures
NAZIMOVA as she apoears in "A Doll's
House" (United Artists).
in America, I desire the truth to be given
publicity. Hiram Abrams at that time
bought the rights of Nat Goodwin as Fagin
in the "Oliver Twist" production for New
England and many other prominent ex-
change men of that day bought the state
rights to the picture.
I would appreciate it if Mr. Adolph
Zukor can furnish me with any data that
would prove he had actually produced in
America any feature of five reels or longer
with a big star by a prominent well known
author prior to my producing "Oliver
Twist" with Nat Goodwin.
I was at that time the sole owner of a
company known as the Motion Picture Dis-
tributing & Sales Company, under the com-
pany name of which I produced the first five
reel feature in America and everyone of the
trade papers, if they will go back in their
files, will find that I am stating the truth,
and in fairness to the misapprehension that
has been created by Mr. Zukor' s statement,
I ask that this letter be published.
W hat Mr. Zukor did was to import a for-
eign feature entitled "Queen Elizabeth,"
featuring Sarah Bernhardt which was not
made in this country and at the time this
was done, my picture "Oliver Twist" was
in the course of production.— H. H.
Spanuth, president, Commonwealth Pic-
tures Corporation, 732 South Wabash Ave-
nue, Chicago, 111.
Attention, Mr. Hays!
CULLOM, ILL.— To the Editor: I am
sending you a clipping from a New York
newspaper. Please notice what Mr. Hays
has to say. I notice in this part of the
country that whenever the churches and
schools start in the movie business that it
isn't long before the exhibitor in that town
has to sell and get away. — J. E. Higgins.
Majestic theatre, Cullom, 111.
EDITOR'S NOTE — The clipping referred to
quotes Mr. Hayes as saying he "wants to see
motion pictures made a regular feature in schools
and churches," adding he "wishes particularly to
sec developed educational films for boys that will
teach them to play and attain and maintain
health."
FILM LAUGHS FROM
TOPICS THE
SELECTED BY
flMELY FILMS. Inc
Neverwed — I hear you've signed up as
skipper of the good ship Matrimony.
Justwed — No, my wife's the skipper. I
married a widow. I'm her second mate. —
Cleveland ATews.
*
First Cannibal — Our chief has hayfever.
Second Cannibal — What brought it on?
First Cannibal — He ate a grass widow. —
Journal American Medical Association.
*
Ray — George was one of the best men
that ever lived.
May — Pray, how do you know?
Ray — Oh, I married his widow. — "Topics
of the Day."
*
"When is a widow like a gardener?"
"I must confess I cannot answer your
quiz."
"When she tries to get rid of her weeds."
— New York Evening World.
*
He had called to express his sympathy
for the disconsolate widow ; "I was a great
friend of your late husband. Have you
any little thing of his you could let me
have to remind me of him?"
"There's only me." whispered the lady. —
Albany Knickerbocker-Press.
*
"Is that clairvoyant down in the next
block any good?"
"Good? She's great! She told me I'd
be a rich widow three times within the
next five years for only 75 cents !" — Mis-
souri Flash.
*
"Si Willow, who married the widow they
said had a sweet temper and lots of money,
is goin' to sue for divorce."
"On what grounds?''
"Mistaken identity." — New York Sun.
Interesting Features in
Latest Urban Movie Chat
The forthcoming issue of the "Official
LIrban Movie Chats of the Motion Picture
Theatre Owners of America" sounds an
editorial note of optimism at the outset
and picturizes a phase of agriculture as
it is practiced on an immense scale in
the Northwest. The gigantic operations
in the wheat fields make fascinating pic-
tures.
Basket ball on roller skates is a doubly
strenuous sport and pastime and the ca-
mera shows it in detail in the new issue
of the Urban Movie Chats.
Then comes the age-old pastime of the
women folks as shown in the department
devoted to "Household Hints." An ex-
pert housekeeper shows how to make
common household ammonia for three
cents a pint and then shows the mani-
fold uses to which it can be put.
Four Comedies for April
Publication by Century
Four comedies, featuring Lee Moran,
Harry Sweet, Brownie the trained dog
and Sally, the acting horse, will be pub-
lished by Century during April.
The first of these is "The Rubber
Neck" to be issued April 5; "A Dark
Horse," April 12; "Nobody Home," April
19 and "Cheerful Credit," April 26.
MAKE YOUR PATRONS AND
YOUR BOX OFFICE HAPPY-
Book PERCY &FERDIE
HALLROOM COMEDIES
April 1, 1922
EXHIBITORS HERALD
65
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this department.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week wbat tbe picture
did for tbe otber fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me," EXHIBITORS HERALD, 417 S. De arborn St. Chicago.
First National
Hail the Woman, a Thomas H. Ince
production. — Here is a picture that will
please your audience 100 per cent. It is
a plain story of an old New England fam-
ily. It has pathos and draws tears. You
can recommend it as one of the best pic-
tures released in 1922. The cast is well
chosen with Theodore Roberts, Florence
Vidor, Lloyd Hughes, Madge Bellamy
and Tully Marshall. It is a picture that
gets under your skin. It is one of those
pictures they will go out and talk about,
giving you word-of-mouth advertising.
Only criticism I have is that the title does
not sell the picture to the public. It needs
boosting and heavy advertising to put it
over. Run the trailer film furnished by
the exchange. — Charles H. Ryan, Gar-
field theatre, Chicago, 111. — Neighborhood
patronage.
Love's Redemption, with Norma Tal-
madge. — A very good picture, Norma
Talmadge playing her role in the usual
good fashion. Very good attendance.
Pleased 90 per cent. — E. W. Werner,
Warwick theatre, Kansas City, Mo.
THE LAST OF THE MOHI-
CANS, a Maurice Tourneur pro-
duction.— I consider this one of the .
best pictures I have played. Good
business. Gave schools ten per
cent of the gross and they sup-
ported it fine. Pleased all. You
can't go wrong on this one. It's
worth the money just to see it your-
self.— L. H. Gerrard, Gem theatre,
Spur, Tex.
The Seventh Day, with Richard Bar-
thelmess. — Excellent picture and busi-
ness.— William Noble, Empress theatre,
Oklahoma City, Okla.
Bits of Life, a Marshall Neilan produc-
tion.— Personally I thought this novelty
very fine. Patrons divided on ;ts mer-
its. Receipts below normal. Weather
very bad and had new theatre opening as
competition. — A. J. Talbot, Colorado the-
atre, Denver, Colo. — Transient patron-
age.
The Sky Pilot, a King Vidor produc-
tion.— Those who attended were all hyped
up over this really big production and
claimed it the best seen in years. Lost
money, due to the fact that shipment was
one day late, and could not get them out
the second night. Book it, step on it,
and you won't be disappointed. — F. W.
Horrigan, McDonald theatre, Philips-
burg, Mont. — Mining camp patronage.
Mamma's Affair, with Constance Tal-
madge.— Just fair. Nothing like her new
one, Polly of the Follies, which is a good
one, but there is lots of free advertising
in this new one. — Olen Reynolds, Pearl
theatre, Hymera, Ind. — Small town pat-
ronage.
Good References, with Constance Tal-
madge.— When it comes to putting every
one in a happy mood, Connie is there,
and this feature is no exception. — J. F.
Rees, Regal theatre, Wellsville, Mo. —
Neighborhood patronage.
The Child Thou Gavest Me, with a spe-
cial cast. — A bold sex plot, on account of
which fact you may or may not care to
show it. The portrayal of the plot is
absolutely clean, however. A wonderful
production for the kind. Acting of Bar-
bara Castleton, Lewis Stone, William
Desmond very fine, and that of the child,
Richard Headrick, remarkable and most
appealing. The women raved about this
play. We charged 50 and 25 cents. Had
superb music and nearly got by. The
title frightened the men away. — Philip
Rand, Rex theatre, Salmon, Idaho.
Her Social Value, with Katherine Mac-
Donald. — A bit overdrawn. The theme,
which is a good one, has not been devel-
oped in a fullsome enough way to give it
character. Fair attendance. — E. W. Wer-
ner, Warwick theatre, Kansas City, Mo.
The Woman Gives, with Norma Tal-
madge.— Well played, but the story is so
old it really got on one's nerves. — Gia-
coma Bros., Crystal theatre, Tombstone,
Ariz. — General patronage.
19 and Phyllis, with Charles Ray. — An
interesting and pleasing picture. Well
produced, with the exception of the sub-
titles, the background being too light,
which makes them hard to read. — W. H.
Creal, Suburban theatre, Omaha, Neb. —
Neighborhood patronage.
Jim the Penman, with Lionel Barry-
PEARL WHITE in a scene from
'Without Fear," the Fox production
directed by Kenneth Webb.
more. — Famous old stage - crook - melo-
drama. Barrymore's acting splendid.
Story good. Plot unusual and very dra-
matic. Patrons liked it. Poorly attend-
ed.— Philip Rand, Rex theatre, Salmon,
Idaho.
Yes or No, with Norma Talmadge. —
Had plenty of rain on this one. Also
had a large crowd to look at it. I con-
sider this one of Miss Talmadge's best
pictures. So did my patrons. They told
me so. She always gets the money here.
— C. H. Simpson, Princess theatre, Mil-
len, Ga. — General patronage.
Lessons in Love, with Constance Tal-
madge.— I consider this extra good, and
it pleased all who saw it. If they like
Connie, or comedy-dramas, this is a good
bet for any house. — W. P. Perry, Rialto
theatre, Cheyenne Wells, Colo. — Small
town patronage.
R. S. V. P., with Charles Ray.— All
who saw it were well pleased. Good at-
tendance.— E. W. Werner, Warwick thea-
tre, Kansas City, Mo.
Nobody, with Jewel Carmen. — Title
does not suggest much to the average
person. Result, a light house the first
night but good business second. Some
came back to see it again. All who praised
it praised it highly. A clever mystery,
well directed. — L. H. Gerrard, Gem thea-
tre, Spur, Texas. — General patronage.
The Girl in the Taxi, with Mr. and
Mrs. Carter De Haven. — A very good
comedy that pleased 90 per cent. — Bert
Norton, Kozy theatre, Eureka, 111.
Twin Beds, with Mr. and Mrs. Carter
DeHaven. — A domestic comedy-drama
containing lots of laughs. — D. A. Kooker,
Happy hour theatre, Ewe l, Mich. — Gen-
eral patronage.
Mother o' Mine, a Thomas H. Ince
production. — Exploited big. Advertised
extensively. Failed to bring the desired
or anticipated returns. "Too much of this
sob stuff," is the way our patrons put it.
The production is good, with ample melo-
drama, thrills, electric chair and every-
thing. Perhaps that's why we died on it.
Have not been able to decipher this
conundrum as yet. — Fred S. Meyer, Pal-
ace theatre, Hamilton, O.
Habit, with Mildred Harris. — Excellent
society drama, with some unusual scenes.
Good photography and direction, and a
fine array of gowns. Plot interesting with
clever ending. It is clean. Mildred Har-
ris does best acting of her career. Pleased
all. — Philip Rand, Rex theatre, Salmon,
Idaho.
Mother o' Mine, a Thomas H. Ince pro-
duction.— A wonderful production that
you certainly can advance your admission
on. No business, but on account of the
weather. — W. E. Elkin, Temple theatre,
Aberdeen, Miss. — Neighborhood patron-
age.
Unseen Forces, with a special cast.—
Unique in theme and registers as very
satisfactory entertainment. Some pleas-
66
EXHIBITORS HERALD
April 1, 1922
ing duck hunting scenes, but director was
evidently not a duck hunter himself or he
would have had them wear their waders
instead of carrying them over their shoul-
ders coming from the duck marshes. An old
duck hunter will find room for criticism,
but it is excellent entertainment and 1
would advise playing it at regular prices.
— J. C. Jenkins, Auditorium theatre, Ne-
ligh, Neb. — General patronage.
Lying Lips, a Thomas H. Ince produc-
tion.— One of the best pictures that I
have shown this spring. It held the at-
tention from start to finish and pleased
95 per cent.— Bert Norton, Kozy theatre,
Eureka, 111.
The Truth About Husbands, with a
•special cast. — A story unfit for the screen,
despite its fine acting and fine scenes.
Too bold; too raw. Small towns, look
•out- — Philip Rand, Rex theatre, Salmon,
Idaho.
The Wonderful Thing, with Norma
Talmadge. — Not Norma's best, but a
good picture. Pleased about 95 per cent.
— Juanita Smith, A-Muse-U theatre, Cor-
dell, Okla. — Small town patronage.
The Sky Pilot, a King Vidor produc-
tion.— One of the best program pictures
for a year or more. — Giacoma Bros.,
Crystal theatre. — Tombstone, Ariz.— Gen-
eral patronage.
The Love Expert, with Constance Tal-
madge.— Pleased all who saw this one. —
O. L. Dowell, Electric theatre, Eldon,
Mo. — Neighborhood patronage.
The Fighting Shepherdess, with Anita
Stewart.- — Here is a real picture and was
well liked. Anita Stewart is the kind
that makes friends. — F. A. Wagner, Fam-
ily theatre, Richmond, Mich. — Neighbor-
hood patronage.
Nomads of the North, with a special
cast. — Considered one of Curwood's best,
and it was. It pleased 100 per cent.
The animals do wonderful acting. Beau-
tiful scenery forms the background. — W.
E. Elkin. Temple theatre, Aberdeen,
Miss. — Neighborhood patronage.
The Last of the Mohicans, a Maurice
Tourneur production. — An excellent por-
trayal of early pioneer life, but a little
gruesome for women. On the whole a
picture that will give an exact idea of
the privations of the early settlers. Fol-
lows book closely.- — Bert Norton, Kozy
theatre, Eureka, 111.
Mother o' Mine, a Thomas H. Ince
production. — Excellent. You need not be
afraid to face your patrons after show-
ing this one. It is all to the good. It is
better than Homespun Folks, not quite
up to Lyine- Lips, but all three are way
above the average. — D. A. Kooker, Happy-
Hour theatre, Ewen, Mich. — General pat-
ronage.
The Light Within, with Madame Pe-
trova. — Ran this as an emergency.
Pleased high class trade. This ends Feb-
ruary's run of pictures. The month was
characterized by heavy losses. Only two
plays made a profit in entire month,
namely Kazan and The Fox. Is this sur-
prising when the Federal Reserve Bank
in New York City lias drained the west-
ern reserves of all our money and is
loaning it to foreign nations at big rates
of interest? My patrons' money is now
in New York City, Europe and South
America. The producers have nothing;
the speculators all. — Philip Rand, Rex
theatre, Salmon, Idaho.
Fox
Strength of the Pines, with William
Russell. — One of the best that Russell has
made. A good story and well produced.
— Raymond Gear. Mayflower theatre,
Florence, Kans. — General patronage.
The Jolt, with Edna Murphy and John-
ny Walker. — Good. A nice little offer-
ing. Edna and Johnnie make an ideal
pair. — Luna theatre, Brooklyn, N. Y. —
Neighborhood patronage.
Strength of the Pines, with William
Russell. — A good Russell show. Pleased
my Saturday audience. Ran Sunshine
comedy in connection. — W. T. Biggs,
Unique theatre, Anita, la. — Neighbor-
hood patronage.
Trailin', with Tom Mix. — This one
pleased, but did not carry as much com-
edy as his previous ones. I did the
sorriest business of any picture I ever
ran, but the weather was very bad. I
will try to bring this back, as I can do
much more the next time. — W. L. Lan-
ders, Gem theatre, Batesville, Ark. —
Neighborhood patronage.
A Virgin Paradise, with Pearl White. —
This is a very good picture, and why
they would not come to see it is beyond
me. I did not take in enough to pay the
advertising, parcels post on film and elec-
tric current. Those who did see it were
very well pleased. — J. J. Kudlacek, Swan
theatre, Swanton, Neb. — ■ Neighborhood
patronage.
Gleam o' Dawn, with John Gilbert. — ■
This is a star that we knew nothing about,
but can truthfully say that he is 100 per
cent and honestly believe he is going to
please. Gleam o' Dawn was exception-
ally good. — W. E. Elkin, Temple thea-
tre, Aberdeen, Miss. — Neighborhood pat-
ronage.
THE LAMP LIGHTER, with
Shirley Mason. — A very good pro-
gram picture. Star well liked here.
This is the kind that sends them
away with tears in their eyes. One
of the ministers said he had never
heard or preached a better sermon
in his life than this picture was. —
O. L. Dowell, Electric theatre, El-
don, Mo.
Every Since Eve, with Shirley Mason.
— As usual with Mason, good. Comedy,
A Muddy Bride, with this, which is okay
also. — Oleu Reynolds, Pearl theatre, Hy-
mera, Ind. — Small town patronage.
The Blushing Bride, with Eileen Percy.
— Poor. — I. W. Schmidt, Grand theatre,
Breese, 111. — General patronage.
A RIDIN' ROMEO, with Tom
• Mix. — Good. His demonstrating
his labor saving devices as he does
in the beginning gives the fans new
points to discuss. One kid said,
"Edison ain't got nothin' on Tom
Mix when it comes to inventin'."
—J. F. Rees, Regal theatre, Wells-
ville, Mo.
The Night Horseman, with Tom Mix.
— This is one of Tom's good ones. In
fact, I have never had a bad Tom Mix
picture. Thev came in the rain to see
this one. — C. H. Simpson, Princess thea-
tre, Millen, Ga. — General patronage.
Just Pals, with Charles Jones. — We
though we were buying a western when
we bought this, but it's just a picture.
Excc<"t:'-"T one or two stunts, anyone
could have played Jones' part in this.
Don't promise them much on this one. —
W. P. Perry, Rialto theatre, Cheyenne
Wells, Colo. — Small town patronage.
The Roof Tree, with William Russell.
— Excellent. Oik of William's best. This
pleased a large audience. — Luna theatre,
Brooklyn, N. Y. — Neighborhood patron-
age.
The Cyclone, with Tom Mix. — A fea-
ture that is a little different from most
of the Tom Mix plays. He pulls off
some daring stunts on the wind up.
Pleased the majority of people. Would
have pleased more had the reels been
full reels. — J. F. Spanglcr Globe theatre,
Beaver, Okla. — General patronage.
Desert Blossoms, with William Rus-
sell.— Played Saturday to good crowd.
Comments favorable. An improvement
over past Russells. — Ed Salzberg, Crys-
ii
YOUR
BEST
II
FRIEND
April 1, 1922
EXHIBITORS HERALD
67
tal theatre, Horsington, Kan. — Neighbor-
hood patronage.
The Devil Within, with Dustin Far-
num. — Not as good as The Primal Law,
but okay at that. Plenty of action in
this, and sad. Should run comedy with
this. — Olen Reynolds, Pearl theatre, Hy-
mera, Ind. — Small town patronage.
Ever Since Eve, with Shirley Mason. —
Very good program picture. Miss Mason
is well liked here. — C. H. Simpson, Prin-
cess theatre, Millen, Ga. — General patron-
age.
Hands Off, with Tom Mix. — As good a
Mix picture as I ever saw, and chock full
of good comedy. Very few specials I
have played got across and pleased as
well as these Mix pictures. — J. J. Kud-
lacek. Swan theatre, Swanton, Nebr. —
Neighborhood patronage.
Treasure Island, with a special cast. —
This had been reviewed in school here, so
by that we played a big business. Broke
all house records. — O. L. Dowell, Elec-
tric theatre, Eldon, Mo. — Neighborhood
patronage.
Play Square, with Edna Murphy and
Johnny Walker. — This is a 100 per cent
picture and will satisfy them all. — H. A.
Leveille, State theatre, Hartford, Wis. —
Neighborhood patronage.
Hands Off, with Tom Mix. — If any ex-
hibitor wants a real show that will make
them- sit up and take notice here is an
extra good feature. Plenty of action.
Sure to please where the public likes
westerns. — J. F. Spangler, Globe theatre,
Beaver, Okla. — General patronage.
Singing River, with William Russell. —
Best Russell we have had for some time.
A good western with some comedy. —
Olen Reynolds, Pearl theatre, Hymera,
Ind. — Small town patronage.
A Ridin' Romeo, with Tom Mix. — One
of the best Mix pictures we have had.
if you like western comedy. Titles very
good. — A. T. Steggall, Opera House, Fay-
ette, la.
Hands Off, with Tom Mix.— One of
Mix's good westerns, with lots of action.
No business on this, but no fault of pic-
ture. Bad weather.— O. L. Dowell. Elec-
tric theatre, Eldon, Mo. — Neighborhood
patronage.
The Texan, with Tom Mix.— This I
consider an A No. 1 show. Sure to
please almost any audience. Received
lots of favorable comments. Pleased 100
per cent.— J. F. Spangler, Globe theatre,
Beaver, Okla. — General patronage.
The One Man Trail, with Charles
Tones.— Fair— J. W. Schmidt, Grand the-
atre. Breese, 111. — General patronage.
Merely Mary Ann, with Shirley Mason.
—Not much of a picture. People very
much disappointed, as it has good title. —
L- B. Steenbloch, Opera House, Odell,
Nebr.— Neighborhood patronage.
The Bondsman, with William Farnum.
—A good feature. Reissue. Will please
the people that like good, deep features,
and would be better to add a comedv
with the same. Just the kind of feature
"Seven reels of vivid,
forceful acting. " —
Exhibitors Herald on "The
Sheik"s Wife" Vitagraph Special
Of, by and for Exhibitors ONLY
This is a blanket acknowledgement of many reports intended for publica-
tion in this department which have been received from distributors and producers.
This, also, is an explanation of why such reports have not been published
and, further, why the HERALD cannot under any circumstances accept such
matter for publication.
This department is maintained for the service of exhibitors. Its integrity
and dependability can only be safeguarded by unalterable adherence to a policy
under which the department is exclusively reserved for the frank, unbiased and
authoritative reports of exhibitors themselves — and no one else.
The HERALD has maintained the reliability of this department by accept-
ing only reports direct from exhibitors, attested and signed by the theatre owners
themselves. No variance from this course can be considered. Reports coming
to us through the hands of persons interested in the promotion of particular
pictures cannot be accepted.
Hence, the only reports that will be considered for publication are those
which come direct to the HERALD from the exhibitor who has played the attrac-
tion and is thereby exclusively qualified to report on its box office record. —
PUBLISHER.
that will make one think. Pleased about
80 per cent of my audience. — J. F. Span-
gler, Globe theatre, Beaver, Okla. — Gen-
eral patronage.
Goldwyn
His Back Against the Wall, with Ray-
mond Hatton. — Nice little western pic-
ture. Good for one day run. Star a good
character actor. Business only fair, due
to star not being a favorite and title not
a box office magnet. — Charles H. Ryan,
Garfield theatre, Chicago, 111. — Neighbor-
hood patronage.
Grand Larceny, with Elliott Dexter.- —
This one drew good for a week, despite
the fact that the star is not well known
here. — Samuel Harding, Liberty theatre,
Kansas City, Mo.
COME ON OVER, a Rupert
Hughes production. — Used to open
new Colorado theatre of 2,500 seats.
Played to very big crowds and pic-
ture was very favorably received.
Should please wherever shown. The
Irish people will boost it. — A. J.
Talbot, Colorado theatre, Denver,
Colo.
Pardon My French, with Vivian Mar-
tin.— Reliable information just received
reports that Philadelphia has just reached
its quota on the third liberty loan. There-
fore, I may well live in hopes to some day
find out what this was all about. Oh,
boy! Oh, boy! Oh, lady!— Fred S.
Meyer, Palace theatre, Hamilton, O.
Made in Heaven, with Tom Moore. —
Fine, and pleased them all. A little extra
business. Put this on with a 12-piece
band. Can't say whether the band or the
star drew the extra admissions. — G. F.
Redsike, Star theatre, Ryegate, Mont. —
Small town patronage.
Beating the Game, with Tom Moore. —
This picture pleased and they told us so.
Played this two nights against a home
talent and did good business. — J. F. Rees,
Regal theatre, Wellsville, Mo. — Neigh-
borhood patronage.
The Old Nest, with a special cast. —
Pleased 100 per cent. Every theatre
should play this picture. — Juanita Smith,
A-Muse-U theatre, Cordell, Okla. — Small
town patronage.
The Poverty of Riches, with a special
cast. — Drew well, as it was well adver-
tised. Cast and direction good. When
it was over we were uncertain as to just
what the moral was. If there was one, it
was not forcefully presented. — Ed Salz-
berg, Crystal theatre, Horsington, Kan.
— Neighborhood patronage.
The Night Rose, with Lon Chancy. —
Another picture that we have added to
our list of extra good ones. — -Eugene
Saunders, Saunders theatre, Harvard, 111.
— General patronage.
All's Fair in Love, with a special cast.
— A good comedy farce. It is a change
from most pictures and people were all
well pleased. Ran Made in the Kitchen,
a two-reel comedy, with it and that is
good, too. — Princess theatre, Berthold,
N. D. — Neighborhood patronage.
Godless Men, with a special cast. — Best
sea picture ever shown in this theatre.
Good story. Fine cast. Splendid acting.
A powerful picture. Some parts rather
brutal, but religious twist in latter part
offsets this satisfactorily. — W. J. Powell,
Lonet theatre, Wellington, O. — Small
town patronage.
Duds, with Tom Moore. — Very good
show. Will please 90 per cent of your
patrons. Book this if you want a good
mystery. — W. T. Biggs, Unique theatre,
Anita, la. — Neighborhood patronage.
The Song of the Soul, with Vivian
Martin. — Al. Good enough for any thea-
tre to run. Vivian well liked here and
drew a good house. Many compliments
on how good she was in this picture.
Play it and you won't regret it. Pleased
100 per cent. — A. E. Rogers, Temple the-
atre, Dexter, N. Y. — Neighborhood pat-
ronage.
The Old Nest, with a special cast. —
"The finest picture I ever saw," is what
everyone says as they go out of the thea-
tre, and I am sure it is one of the very
best and should be shown in every thea-
tre, and the best part of the picture is
that it brings people to your house that
have not been out in months. The best
two days' business done in three months.
— W. H. Brenner, Cozy theatre, Win-
chester, Ind.
Hold Your Horses, with Tom Moore. —
A good Tom Moore program picture,
and pleased a fair house. Anything with
Tom pleases and draws the crowd here.—
68
EXHIBITORS HERALD
April 1, 1922
T. Saunders, Cheney theatre, Cheney,
Kan. — Neighborhood patronage.
Madame X, with Pauline Frederick.—
A wonderful picture and will please any
audience that wants heavy drama. — J. E.
Rees, Regal theatre, Wellsville, Mo. —
Neighborhood patronage.
Flame of the Desert, with Geraldine
Farrar. — Just a fair program picture. Did
not hear anything for or against it. Des-
ert scenes rather interesting toward the
last. — A. C. Betts, Powers theatre, Red
Creek, N. Y. — Neighborhood patronage.
Boys Will Be Boys, with Will Rogers.
— First showing of star in this town.
Some liked the picture and others did not
care so much for it. Personally I consid-
ered it an excellent light comedy drama
and one that should give satisfaction in
almost any theatre. — W. J. Powell, Lonet
theatre, Wellington, O. — Small town pat-
ronage.
The North Wind's Malice, with a spe-
cial cast. — Appealing story, excellent
types. Fine direction, good photography,
clever subtitles and beautiful outdoor
scenery. The Jewish character and his
wife hog the show and introduce some
clever comedy. Play it. It's there. — J.
C. Jenkins, Auditorium theatre, Neligh,
Neb. — General patronage.
Godless Men, with a special cast. — A
good picture with a good sermon. — E. J.
Degenhardt, Princess theatre, Mendota,
111. — Neighborhood patronage.
Jubilo, with Will Rogers. — Pleased 100
per cent. Patrons like this star. He is
some entertaining without much acting.
Picture is fine. A nice clean comedy.
Book it and boost it. — A. C. Betts, Pow-
ers theatre. Red Creek, N. Y. — Neighbor-
hood patronage.
Snowblind, with a special cast. — Beau-
tiful snow scenes and strong acting make
this picture stand out from the ordinary
program pictures of the day. Many pat-
rons remarked that they liked it particu-
larly as it was "something different."
Goldwyn pictures are being shown in
this town for the first time and are mak-
ing good. — W. J. Powell, Lonet theatre,
Ten Pictures That
Made Money for Me
1.
The Romance of Tarzan.
->
j3acK i o \jrou s country.
3.
Prairie Trails.
4.
THf* Lonp Star Ranppr-
5.
The Idol Dancer.
6.
Rough And Ready.
7.
Heart O' The Hills.
8.
The Untamed.
9.
The Texan.
10.
Daddy Long Legs.
JOSEPH SPANGLER,
Globe theatre,
Beaver, Okla.
Wellington, O. — Small town patronage.
Milestones, with a special cast. — ■
Pleased about 80 per cent. A fair pro-
gram picture with some real good acting.
Story not very good. Did not draw. —
C. H. Bills, Opera House, Lenora, Kan.
— Small town patronage.
Bonds of Love, with Pauline Freder-
ick.— Patrons liked this very much. Run
it with serial, The Adventures of Tarzan.
Pauline well liked here. Pleased 95 per
cent. — A. C. Betts, Powers theatre, Red
Creek, N. Y. — Neighborhood patronage.
Officer 666, with Tom Moore. — Very
good picture, but can't come up to Made
in Heaven. Goldwyn as a rule generally
gives you good pictures and good service,
and they don't want all the receipts. — A.
E. Rogers, Temple theatre, Dester, N. Y.
— Neighborhood patronage.
Hodkinson
Rip Van Winkle, with Joseph Jeffer-
son.— Biggest business this year. Raised
admission to 50. Every kid in the district
came. Patrons well pleased. — V. A. Pe-
terson, Mission theatre, Seattle, Wash. —
Family patronage.
Riders of the Dawn, a Zane Grey pro-
duction.— -An old one, but nevertheless
good. The Man of the Forest and The
Mysterious Rider proved such successes
that I went back and got the old ones. If
Zane Grey is popular in your section
book these pictures. — W. E. Elkin, Tem-
ple theatre, Aberdeen, Miss. — Neighbor-
hood patronage.
The Mysterious Rider, a Zane Grey
production. — An unusually good Zane
Grey story, combining the best elements
of humor, pathos and action. Very sat-
isfactory. Business fair. — Ed Salzberg,
Crystal theatre, Horsington, Kan. —
Neighborhood patronage.
The Man of the Forest, a Zane Grey
production. — Drew very well, considering
we had rain on it. And it gave universal
satisfaction. All Hodkinson service is
proving good. — A. N. Miles, Eminence
theatre, Eminence, Ky. — Small town pat-
ronage.
The Mysterious Rider, a Zane Grey
production. — Great picture; drew the
crowds. Played two nights to good busi-
ness.— V. A. Peterson, Mission theatre,
Seattle, Wash. — Family patronage.
The Truant Husband, with Mahlon
Hamilton. — One of the cleverest comedy
dramas we have ever had. Dreadfully
bad weather, so it didn't draw. — A. N.
Miles, Eminence theatre, Eminence, Ky.
— Small town patronage.
Metro
Peacock Alley, with Mae Murray. —
Miss Murray deserves to rank among
the greatest of artists. She will truly
"knock your eye_ out" in this. She is
greater in this picture than any star I
have ever seen. — Cowan Oldham, Dixie
theatre, McMinnville, Tenn. — Neighbor-
hood patronage.
Alias Ladyfingers, with Bert Lytell. —
Another good one by Lytell. A number
of satisfactory comments on it. — Ray-
mond Gear, Mayflower theatre, Florence,
Kan. — General patronage.
The Fourteenth Lover, with Viola
Dana. — A mightly clever comedy-drama,
and Viola Dana is just doing the finest
kind of entertaining all the way through.
My patrons like her and so do I. Jack
Mulhall did fine in the supporting lead;
rest of cast excellent. Very good, enter-
taining story.— W. H. Brenner, Cozy the-
atre, Winchester, Ind.
There Are No Villains, with Viola
Dana. — Got by as a program picture.—
Giacoma Brothers, Crystal Theatre,
Tombstone, Ariz. — General patronage.
The Conquering Power, a Rex Ingram
production. — Good business the first day
and a headache on the three that fol-
lowed. Three reasons I attribute, as fol-
lows: First — They expected to see Val-
entino a la The Sheik or The Four
Horsemen, and when they discovered he
has but a minor role the Valentino fans
stayed away. Second — Just a little too
gruesome to suit the average, and that
kept many away. Third — Unless you are
capable of getting your own mats made
up you are out of luck, for the press
book contains just the opposite of what
it should. And ads without pleasing
faces lack drawing power. Summary —
Rex Ingram made a wonderful produc-
tion that undoubtedly will go big with the
highbrows. In our case it proved void
of all drawing power after the first day
and a big exploitation campaign went to
waste. — Fred S. Meyer, Palace theatre,
Hamilton, O.
The Price of Redemeption, with Bert
Lytell. — Lytell does excellent character
work. Story fairly appealing, direction
satisfactorv. photography good. Rather
YOUR
FRIEND
H
April 1. 1922
EXHIBITORS HERALD
69
Pictures That Got
trie Double "Okay"
This is a list of pictures I have played that were pronounced
"Okay" by my patrons, and I personally consider them good pic-
tures. I have played to good, bad and d — n bad business, but I
did not consider it the fault of these pictures. Two picture shows
in a town of 3,000 both playing good pictures does not necessarily
mean that either picture did not draw a good house. We simply
divide up what one house ought to get.
The Raiders
Short Skirts
After Midnight
The Scoffer
Snookie's Twin Troubles
Passion's Playground
A Doll's House
Hold Your Horses
The Jack-knife Man
The Blot
The Torrent
Mother O' Mine
Scrap Iron
Good and Evil
I Am Guilty
Foolish Matrons
Madonnas and Men
It's a Great Life
Peck's Bad Boy
The Girl From God's Country
The Man Who Found Out
imaginative theme, but will satisfy. Would
advise its showing at regular prices. Gen-
erally satisfactory. — J. C. Jenkins, Audi-
torium theatre. Neligh Xeb. — General
patronage.
PEACOCK ALLEY, with Mae
Murray. — Dear Metro: If you can
make three pictures a year like
PEACOCK ALLEY, THE FOUR
HORSEMEN, and TURN TO
THE RIGHT, you need no pro-
gram. You'll never have to worry
about play dates on pictures like
these. I nd think of the money you
can save. The only mistake we
made on PEACOCK ALLEY was
that we extended a four-day run
into five. Outside of that it was a
knockout. Phenomenal Sunday
opening. Big Monday. Bigger by
far on Tuesday. Very good Wed-
nesday. An awful kick on the fifth
day. A truly wonderful picture
with an audience appeal for masses
and classes. It may well be termed
"one of the few really good pic-
tures."' Go after it, fellows. Ex-
cepting freak attractions, PEA-
COCK ALLEY stands in a class
by itself. — Fred S. Meyer, Palace
theatre, Hamilton, O.
The Misleading Lady, with Bert Ly-
tell. — Bert scores again in a comedy-
drama that has a kick in every foot. To
date Bert is my best bet since using
Metro service. — F. W. Horrigan, McDon-
ald theatre, Philipsburg, Mont. — Mining
camp patronage.
Held in Trust, with May Allison.— A
very good picture. Patrons liked it very
much. There ought to be more like this
one, and we little exhibitors would have
less to worry about. — J. A. Weisbeck.
Liberal theatre, Alden, X. Y. — Small
town patronage.
Passion Fruit, with Doraldina. — On ac-
count *»* - severe hailstorm I had a small
attendance on this picture and I am cer-
tainly glad of it. It is about the poorest
I ever ran. Is is not fit for a decent lady
to look at. — C. H. Simpson, Princess the-
atre, Millen, Ga. — General patronage.
Garments of Truth, with Gareth
Hughes. — Hughes is unknown here. We
played the picture one day, Sunday, to
ordinary business. If Hughes is to be-
come popular it will take better stories
than this to put him over. As a program
offering it's light, average entertainment.
— Fred S. Mever, Palace theatre. Hamil-
ton, O.
Alias Ladyfingers, with Bert Lytell. —
An entertaining story and a competent
cast. The action slows after the third
reel, but the ending will send them out
chuckling. — E. L. Franck, Oasis theatre,
Ajo, Ariz. — Neighborhood patronage.
The Saphead, with Buster Keaton. — A
GYPSY
PASSION
ADAPTED FROM
dEAN RICHEPINfS
FAMOUS GYPSY STORY
JM1 ID AIR UK A
The Child of hhe bear
COMING TO THE
BROADWAY & 47*-" STREET
SUNDAY, MARCH 26th
7—— — mm— iiiiiiiiiiiiiiiiiiiiiii i i i mm ' i""1 11 'n
little old, but it pleased a good Satur-
day night crowd. This is not as big a
comedy as the producer claims it to be,
but will get over if you do not promise
too much.— O. L. Dowell, Electric thea-
tre, Eldon. Mo. — Neighborhood patron-
age.
Passion Fruit, with Doraldina. — Fair
picture. Good business on account of
extra display. — T. G. Thompson, Grand
theatre. Rochester, N. Y— General pat-
ronage.
The Misleading Lady, with Bert Lytell.
— Very good picture. Pleased all. — F. E.
Sabin, Majestic theatre. Eureka. Mont. —
Neighborhood patronage.
The Idle Rich, with Bert Lytell.— Ex-
cellent picture, which drew good busi-
ness.— William Noble, Criterion theatre,
Oklahoma City, Okla.
Paramount
Three Live Ghosts, with Anna Q. Nils-
son. — A good picture. Liked by the ma-
jority of my patrons. Some of the com-
edy in it is very good and got a big laugh.
Picture made in London studios of Para-
mount, under direction of George Fitz-
maurice. — Charles H. Ryan, Garfield the-
atre, Chicago, 111.
Forever, with Wallace Reid. — A good
picture, but a poor drawing card. It is
not what my patrons like. Not a Reid
tvpe of picture. Box office receipts very
low. — F. Gerben, Liberty theatre, Corn-
ing, N. Y. — General patronage.
The World's Champion, with Wallace
Reid. — An excellent picture. Nothing pre-
tentious, but it carries a charm that
pleases the patrons. — William Noble,
Capitol theatre, Oklahoma City, Okla.
The Law and the Woman, with Betty
Compson — Fine picture and sure did
please. Star is a business getter. — H. A.
Leveille, State theatre. Hartford. Wis. —
Neighborhood patronage.
The Lane That Had No Turning, with
Agnes Ayres. — Unfortunately, and much
to our sorrow, we limited this picture to
only two days. It should have played
three. Ayres is good and Theodore Kos-
EUGENE SAUNDERS,
Saunders theatre,
Harvard, 111. |
■wmwimii r::: . : :.jmi;um:iai;iiiiniuimiiiiiii3iiciumnniiiiuaiiiuiii«uiiiS
loff wonderful. A pleasing offering that
did a splendid two-day business. De-
servant of extensive boosting. The pic-
ture merits it. — Fred S. Meyer, Palace
theatre, Hamilton, O.
Just Around the Corner, a Cosmopoli-
tan production. — Strong human interest
production. Can be understood and ap-
preciated in any theatre. Fair attend-
ance. Pleased the majority. — E. W.
Werner, Warwick theatre, Kansas City,
Mo.
Miss Lulu Bert, with a special cast. —
Good picture, but not a big one. Second
day did not hold up. Title not the best
for a theatre box office. — Charles H.
Ryan, Garfield theatre, Chicago, 111. —
Neighborhood patronage.
REMODELING HER HUS-
BAND, with Dorothy Gish.— Fair-
ly good. As a special advertising
stunt we admitted all married
women free. It worked fine and we
didn't lose a thing by it, as all the
men came and it attracted a lot of
others not in the habit of coming. —
A. N. Miles, Eminence theatre,
Eminence, Ky.
The Bride's Play, with Marion Davies.
— One of the very best pictures hereto-
fore shown at the Capitol. Very pleas-
ing and entertaining. — William Noble,
Capitol theatre, Oklahoma City, Okla.
Boomerang Bill, with Lionel Barry-
more. — A good business with this one,
which pleased patrons and played to
good crowds for a week's run. — Samuel
Harding, Doric theatre, Kansas City, Mo.
Under the Lash, with Gloria Swanson.
— Far from her best, but the popularity
of the star helped us put this over to very
big business for three days. This was
the first Swanson picture we have played
and, if it is any criterion of what we may
expect then we need her again soon,
for the box office returns were surpris-
ingly good. It is not a knockout of a
picture, but it must have pleased or it
could not have packed our house for
three days — not with the way our indus-
tries are shot. — Fred S. Meyer, Palace
theatre, Hamilton, O.
Under the Lash, with Gloria Swanson.
70
EXHIBITORS HERALD
April 1, 1922
— In my opinion this was a very good
picture. Fans disappointed because she
didn't wear the usual fine gowns. — H. A.
Leveille, State theatre, Hartford, Wis. —
Neighborhood patronage.
The Lost Romance, with Elsie Fer-
guson.— Personally I did not care for
this picture, but it pleased 100 per cent.
Business poor. — L. R. Creason, Palace
theatre, Eufaula, Okla.
The Law and the Woman, with Betty
Compson. — Very good. Betty is wonder-
ful in this production. Pleased, but failed
to draw. — Luna theatre, Brooklyn, N. Y.
— Neighborhood patronage.
The Great Moment, with Gloria Swan-
son. — Gloria Swanson's best. A very
good picture, but did not do a very big
business on it. — C. Ernest Liggett, Lig-
gett theatre, Rosalis, Kan. — Neighbor-
hood patronage.
The Affairs of Anatol, a Cecil B. De
Mille production. — Great cast. Great di-
rection. Great scenery. Great in all
ways, but one. Absolutely teaches no
moral whatsoever. Is a simple expose of
certain life characters. — Giacoma Broth-
ers, Crystal theatre, Tombstone, Ariz. —
General patronage.
Beyond, with Ethel Clayton. — Nothing
big, but played to a satisfied house. — F.
W. Horrigan, McDonald theatre, Philips-
burg, Mont. — Mining camp patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Can't say too much for
this picture. Drew capacity business for
two days. Pleased 100 per cent. Book
it and cash in. — O. L. Dowell, Electric
theatre, Eldon, Mo. — Neighborhood pat-
ronage.
Footlights, with Elsie Ferguson. — A
wonderful picture. Miss Ferguson does
some real acting in this picture and sends
them away talking about it. — H. A. Le-
veille, State theatre, Hartford, Wis. —
Neighborhood patronage.
The Testing Block, with William S.
Hart.— Another good Bill Hart picture.
Lost money, due to a blizzard and below
|iii;iiiiiiiiiiiiiiuiiiuiiiiiiiiiiniiiuiiiiii!iiiiiuiiiiiiiiiiiiuiiiii!iiii>iiiiii iiiiiniiiiiiiiiiiiiiiiiiuiiiiiiiiiii'^
1 "Doc" Childs, |
| Peter Krauth, I
| Please Note I
I Herewith a few reports from us. 1
| Have been rather slow in report- |
j ing but believe rne I never miss j
g looking them up and seeing what j
55 they did for the other fellow. I j
1 think the reports the best way yet j
| devised for telling the other fellow j
| what to look for.
| Think Peter Krauth of Denison §
J and "Doc" Childs of Villisca should |
I send in their likenesses. So far all j
| they know about Iowa is that it's |
I the state where the tall corn grows. |
DR. C. J. GRAF,
Princess theatre,
Stuart, la. |
§iHpittnuiHUfluniiM^^
zero weather. — F. W. Horrigan, McDon-
ald theatre, Philipsburg, Mont. — Mining
camp patronage.
The Love Special, with Wallace Reid.
— Didn't draw for some reason. It isn't
worth what we had to pay for it. It was
only fairly well liked. — A. N. Miles, Emi-
nence theatre. Eminence, Ky. — Small
town patronage.
Red Hot Rollars, with Charles Ray-
Fair program picture. Not up to Ray's
standard. — L. D. Fairfield, Legion thea-
tre, Wakonda, S. D.— Small town patron-
age.
The Testing Block, with William S.
Hart. — This is one of the best Hart pic-
tures I ever played. They all say they
don't like Hart, he looks so mean, but
every time I put him on the screen he
packs the house. — C. H. Simpson, Prin-
cess theatre, Millen, Ga. — General pat-
ronage.
The Testing Block, with William S.
Hart. — A good story, poorly directed.
Photography very bad; subtitles too dim
to read. Star has unlimited nerve at this
day and age. Back to the tall uncut. He
can't fool all the people all the time.
Pleased about 10 per cent. — L. H. Ger-
rard, Gem theatre, Spur, Texas. — General
patronage.
The Jailbird, with Douglas MacLean. — ■
Pleased for a good, light attraction. —
Giacoma Bros., Crystal theatre, Tomb-
stone, Ariz. — General patronage.
Paris Green, with Charles Ray. — Very
good, with Ray at his best. — Olen Rey-
nolds, Pearl theatre, Hymera, Ind. —
Small town patronage.
The Charm School, with Wallace Reid.
— Pleasin" comedy drama, yet not his
best by a long way. Follows the story
very closely. Business fair. — Ed Salz-
berg, Crystal theatre, Horsington, Kan. —
Neighborhood patronage.
Chickens, with Douglas MacLean. —
Very fine picture. This star well liked
here. This class of picture will help us
get back to a better business. — L. R.
Creason, Palace theatre, Eufaula, Okla.
What's Your Hurry? with Wallace
Reid. — An outdoor show that will please
all. Do not be afraid of it. — W. T. Biggs,
Unique theatre, Anita, la. — Neighbor-
hood patronage.
Homer Comes Home, with Charles
Ray. — This is an old one, but one of
Ray's best pictures. My judges are my
patrons, and they said it was the best
Ray picture they ever saw. — C. H. Simp-
son, Princess theatre, Millen, Ga. — Gen-
eral patronage.
Sand, with William S. Hart.— People
all liked this one better than the average
Hart picture, as it has more humor in it.
— C. Ernest Liggett, Liggett theatre, Ro-
salis, Kan. — Neighborhood patronage.
Deception, with a special cast. — Truly
a wonderful picture. However, this is
not a small town picture. Drew only av-
erage business two days. — L. R. Crea-
son, Palace theatre, Eufaula, Okla.
The Cradle of Courage, with William
S. Hart. — A very good picture. Not a
Western. Pleased 100 per cent. Did not
draw well, as it is our first showing of
this star. Fine for the whole family.
Clean and entertaining. — A. C. Betts,
Powers theatre, Red Creek, N. Y. —
Neighborhood patronage.
Why Change Your Wife? a Cecil B.
De Mille production. — A guaranteed at-
traction. Very fine. — F. E. Sabin, Majes-
tic theatre. Eureka, Mont. — Neighbor-
hood patronage.
The Hope, with a special cast. — Good.
This is some picture. The kind that
pleases. Showed to good Saturday night
crowd. — O. L. Dowell. Electric theatre,
Eldon, Mo. — Neighborhood patronage.
The Great Moment, with Gloria Swan-
son. — A very fine picture. Star well liked
here. Business poor. Seems nothing will
get the business now. — L. R. Creason,
Palace theatre, Eufaula, Okla.
What's Your Hurry? with Wallace
Reid. — Pleased 100 per cent. Star well
liked here. Our first showing and pleased
all. Held interest clear through to the
end. Clean and entertaining. — A. C.
Betts. Powers theatre, Red Creek, N. Y.
— Neighborhood patronage.
The Right to Love, with Mac Murray.
— A real picture that pleased well. Some
said that if they made them better they
would like to see it. Only fair business.
Is your Dog
YOUR
FRIEND
April 1, 1922
EXHIBITORS HERALD
71
— C. H. Bills, Opera House, Lenora, Kan.
— Small town patronage.
What's Your Hurry? with Wallace
Reid.— Star well liked here. Business
good on this one. I think this one of his
best. — O. L. Dowell, Electric theatre,
Eldon, Mo. — Neighborhood patronage.
Remodeling Her Husband, with Doro-
thy Gish. — Written by a woman; directed
by a woman; a woman star; but who in
thunder was responsible for the photog-
raphy, which was, to use the vernacular,
"punk"? Story weak; picture below the
average— Charles W. Lewis, I. O. O. F.
Hall, Grand Gorge, N. Y. — General pat-
ronage.
Experience, with Richard Barthelmess.
— Not the kind of a picture to get me
much money, but it highly pleased those
who saw it. And it is one that is a credit
to the show. — Raymond Gear, Mayflower
theatre, Florence, Kan. — General patron-
age.
Widow by Proxy, with Marguerite
Clark. — A very good program picture.
It will please close to 100 per cent. —
Clarence W. Langacher, New Glarus the-
atre, New Glarus, Wis.
Told in the Hills, with Robert War-
wick.— Cleaned up the most money on
this of any program picture we have had.
— Schaghticoke Amusement Ass'n, Town
Hall theatre, Schaghticoke, N. Y. —
Neighborhood patronage.
The Third Kiss, with Vivian Martin.—
Just a picture.— D. A. Kooker, Happy
Hour theatre, Ewen, Mich. — General pat-
ronage.
The Copperhead, with Lionel Barry-
more. — A remarkable story of the Civil
War. The star is a great actor, and the
picture pleased all who saw it. — R. Ross
Riley, Wigwam theatre, Oberlin, Kan.—
General patronage.
The Affairs of Anatol, a Cecil B. De
Mille production.— Played this picture at
regular admission price to big Sunday
and Monday business. The picture is
fair, but pleased the majority.— A. I.
Latta, Royal theatre, Ashland, Wis.—
. Neighborhood patronage.
Humoresque, with a special cast.— This
is a Paramount production. Good, but
not a special.— J. W. Schmidt, Mgr..
Grand theatre, Breese, 111— General pat-
ronage.
What's Your Husband Doing? with
Douglas MacLean and Doris May.— Fine
A scene from "Your Best Friend" star-
ring Vera Gordon, produced by Harry
Rapf and distributed by Warner Bros.
picture. The kind our patrons like. —
Johnson Bros., Johnsonian theatre, Rip-
ley, N. Y. — Small town patronage.
Huckleberry Finn, with a special cast.
— Drew well and pleased at 25 and 35
cents. Several said they were expecting
it to be a scream from start to finish. —
Olen Reynolds, Pearl theatre, Hymera,
Ind. — Small town patronage.
Heliotrope, with a special cast. — A pic-
ture that will hold your attention from
beginning to end. While the end was
not pleasant, it was a wonderful solution
of the story. A 100 per cent picture. —
W. C. Allen, Casino theatre, Antwerp, N.
Y. — Neighborhood patronage.
What Happened to Jones, with Bryant
Washburn. — Fair program picture. Light
comedy, mildly entertaining. No kicks.
— D. A. Kooker, Happy Hour theatre,
Ewen, Mich. — General patronage.
Alarm Clock Andy, with Charles Ray.
— Poor junk. Just like all of the Ray
pictures. Patrons not satisfied. Un-
reasonable that a man with a spoonful
of brains would act like Ray does. — J. F.
Jorgensen, Community theatre, Mt. Hope.
Kan. — Neighborhood patronage.
The Valley of Giants, with Wallace
Reid. — Good picture. Old, but it
pleased. The usual Reid style that takes.
— W. C. Allen, Casino theatre, Antwerp,
N. Y. — Neighborhood patronage.
The Right to Love, with Mae Murray.
— Did not go over very well. — Clarence
W. Langacher, New Glarus theatre, New
Glarus, Wis.
The Money Corral, with William S.
Hart. — Another very good Hart picture.
We never go wrong on Hart. Book them.
— L. M. Rothweiler, Palace theatre, Bi-
son, Kan. — Small town patronage.
Pathe
Marry the Poor Girl, with Mr. and
Mrs. Carter De Haven. — Splendid. Not
a bit silly and will please any audience.
These two stars very seldom fail to
please. — W. E. Elkin, Temple theatre,
Aberdeen, Miss. — Neighborhood patron-
age.
PATHE PLAYLETS — Pathe
claims that each playlet is a "thrill-
packed story." That's true. Pathe
claims that each playlet "throbs
with climax action." That's true.
Pathe claims that each playlet is a
"powerful dramatic action." That's
true. Am using these in connec-
tion with HURRICANE HUTCH
(some serial) and Hal Roach come-
dies, and I claim that's the best
program in the United States for
anyone who can use serials. — Mrs.
W. M. Kimbro, Greenland theatre,
Greensboro, Ga.
That Girl Montana, with Blanche
Sweet. — This was a dandy and went over
good with a Saturday night audience. —
W. P. Perry, Rialto theatre, Cheyenne
Wells, Colo. — Small town patronage.
The Thirteenth Chair, with a special
cast. — This is a poor picture.- — I. W.
Schmidt, Grand theatre, Breese, 111. —
General patronage.
The Money Changers, with a special
cast. — A thrilling underworld melodrama
with some good comedy relief and a
knock-down-and-drag-out finish. Pleased
the crowd that turns out to see this class
Watch next week's Saturday Evening Post,
(on sale at news stands March 23rd) for the
announcement on the Vitagraph Special
"The Prodigal Judge"
One more aid to help you put over one of
the most thoroughly satisfying motion pictures
of years.
72
EXHIBITORS HERALD
April 1, 1922
of picture. — E. L. Franck, Oasis theatre,
Ajo, Ariz. — Neighborhood patronage.
R-C Pictures
Five Days To Live, with Sessue
Hayakawa. — This I consider was a very
poor offering. While 1 had a few favor-
able comments, I also had some to the
contrary. It will get by and that is
about all. — W. L. Landers, Gem theatre,
Batesville. Ark. — Neighborhood patron-
age.
Boy Crazy, with Doris May. — The pic-
ture enjoyed pleased, good business. —
William Noble, Empress theatre, Okla-
homa City, Okla.
The Barricade, with a special cast. —
A mighty fine picture. Many comments
on picture. — H. A. Leveille, State the-
atre, Hartford, Wis. — Neighborhood pat-
ronage.
Cold Steel, with J. P. McGowan— Pic-
ture and star unsatisfactory to audience.
— T. G. Thompson, Grand theatre, Ro-
chester, N. Y. — General patronage.
Black Roses, with Sessue Hayakawa.
— Much better than average, and our
people seem to like this star as we have
done a fair business on all of his pic-
tures we have shown. — W. H. Creal,
Suburban theatre, Omaha, Neb. — Neigh-
borhood patronage.
If Women Only Knew, with a special
cast. — A good clean program picture. —
Giacoma Brothers, Crystal theatre,
Tombstone, Ariz. — General patronage.
Salvage, with Pauline Frederick. — A
very fine picture. Many good compli-
ments.—A. J. Steggall, Opera House,
Fayette, la.
If Women Only Knew, with a special
cast. — Played this in a blizzard to a
very small crowd, but those who came
liked it fine. I consider it a very pleas-
ing program. — L. H. Gerrard, Gem the-
atre, Spur, Tex. — General patronage.
The Lure of Jade, with Pauline Fred-
| On Specials I
I We ran "The Fall of Babylon," |
| "The Great Redeemer" and "The |
Sky Pilot" and we had as many j
| comments on these pictures as we |
1 did on "Nomads of the North.','
| Book these pictures, Brother Ex- |
| hibitors, and walk up the street and |
| just say you will show them to |
| your patrons with your chest out. 1
| And when you say "Special" after |
| that, why — nuf ced. Watch them |
| eat it up.
And when going out your theatre ]
| door they will say "great" and pat 1
j you on the shoulder and come back |
3 for more specials.
J. W. BAIRD,
Crystal theatre,
| Plattonsburg, Mo. |
Siiiiiiui^luaniniwii^iiiiuii^iliilmjiiiiiiiiimiHriMnHliniiiiijinimMmHliiiiiMiipnBi^iiiiiiBilf
erick. — Played after a heavy snow.
Production or receipts didn't cheer me
up. Not a smile in 6,000 feet. — Ed.
Salzberg, Crystal theatre, Horsington,
Kan. — Neighborhod patronage.
Big Happiness, with Dustin Farnum.
— Average picture. Not as good as most
R-C pictures. — H. A. Leveille, State the-
atre, Hartford, Wis. — Neighborhood pat-
ronage.
Realart
A Homespun Vamp, with May Mc-
Avoy. — In my estimation this is the best
picture Realart made. A clever story,
great comedy, a few tears, and good
direction and photography. Several oth-
er characters might well be called stars
in this one. — L. H. Gerrard, Gem the-
atre, Spur, Tex. — General patronage.
Too Much Wife, with Wanda Haw-
ley. — Just as clever as any picture we
have shown here in some time. Almost
perfect cast and mighty fine direction.
Likeable story and gave general sat-
isfaction. Business average to very poor
second day. — W. H. Brenner, Cozy the-
atre, Winchester, Ind.
Moonlight and Honeysuckle, with
Mary Miles Minter. — Just another one
of those good Minter pictures. She
never fails to please. — W. E. Elkin, Tem-
ple theatre, Aberdeen, Miss. — Neighbor-
hood patronage.
The Magic Cup, with Constance Bin-
ney. — Interesting all through. Play it.
— F. E. Sabin, Majestic theatre, Eureka,
Mont. — Neighborhood patronage.
A Heart to Let, with Justine John-
stone.— This is the best Johnstone pic-
ture I have shown, and my patrons all
enjoyed story and acting. The support
is fine. Cast well selected. — S. V. Wal-
lace, Idle Hour theatre, Cambridge
Springs, Pa. — Neighborhood patronage.
The New York Idea, with Alice Brady.
— Fair. — J. W. Schmidt, Grand theatre,
Breese, 111. — General patronage.
A Heart To Let, with Justine John-
stone.— I cannot agree with my brother
exhibitor in issue of March 11 on this
one. I hope I will never receive one
any worse. A man said as he passed
out, "The best I ever saw." His wife
replied, "Darling." I consider it good. —
W. L. Landers, Gem theatre, Bates-
ville, Ark.
Soldiers of Fortune, with a special
cast. — This is far better than I antici-
pated. It is decidedly interesting.
Though not a knockout, it is a good
drama with plenty of excitement. We
enjoyed it. Charged 35 and 15 cents, a
slight raise.— Philip Rand, Rex theatre,
Salmon, Idaho.
Eyes of The Heart, with Mary Miles
Minter. — Fair. — I. W. Schmidt, Grand
theatre, Breese, 111. — General patronage.
Selznick
The Way of a Maid, with Elaine Ham-
merstein. — This star always pleases.
Truly "the star without a failure." — Olen
Reynolds, Pearl theatre, Hymera, Ind. —
Small town patronage.
Shadows of the Sea, with Conway
Tearle. — A fine sea picture that took
well and pleased a big business. — Wil-
liam Noble. Criterion theatre, Okla-
homa City, Okla.
WHY ANNOUNCE YOUR
MARRIAGE? with Elaine Ham-
merstein. — Played this picture for
a benefit to all kinds of people and
I'll be d — d if I didn't please them
all. — Eugene Saunders, Saunders
theatre, Harvard, 111.
Handcuffs or Kisses, with Elaine Ham-
merstein. — We have got our first time
yet to get a bad Hammerstein picture.
This one in particular is good. Her pic-
tures are as clean as the morning dew.
— W. E. Elkin, Temple theatre, Aber-
deen, Miss. — Neighborhood patronage.
Remorseless Love, with Elaine Ham-
merstein.— Not a very strong story, but
the star is a decided favorite with my
patrons and the picture pleased the ma-
jority.— E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
The Man of Stone, with Conway
Tearle. — Just as good as the average of
this star's pictures. — Olen Reynolds,
Pearl theatre, Hymera, Ind. — Small town
patronage.
The Girl From Nowhere, with Elaine
Hammerstein. — I have never seen this
star in a bad picture. All I got to do is
just say "Elaine Hammerstein Tonight"
Is a Sweetheart
YOUR
BEST
FRIEND
April 1, 1922
EXHIBITORS HERALD
73
and they will come if it is pouring down
rain. This was an excellent program
picture. — C. H. Simpson, Princess the-
atre. Millen, Ga. — General patronage.
Red Foam, a Ralph Ince production.
— Just a fair picture. Nothing to rave
over. Fair house. — J. Saunders, Cheney
theatre, Cheney, Kan. — Neighborhood
patronage.
After Midnight, with Conway Tearle.
— Very good picture. — H. A. Leveille,
State theatre, Hartford, Wis. — Neigh-
borhood patronage.
Chivalrous Charley, with Eugene
O'Brien. — Not the picture Clay Dollars
is. — Olen Reynolds, Pearl theatre, Hy-
mera, Ind— Small town patronage.
The Highest Law, with Ralph Ince. —
About as poor as I ever ran. I do not
blame the people for walking out on
it A few like this and we will all be
in the red. — W. L. Landers, Gem the-
atre. Batesville, Ark. — Neighborhood
patronage.
The Sin That Was His, with Wil-
liam Faversham. — A very good picture
and had some comments, but not as
well liked as The Man Who Lost Him-
self.— J. Saunders, Cheney theatre,
Cheney, Kan. — Neighborhood patronage.
United Artists
Disraeli, with George Arliss. — Great,
but over the heads of the average small
town audiences. Local newspaper car-
ried a fine editorial. Yet it failed to
draw them in. Exponents of good pic-
tures conspicuous by their absence. Ten
years ahead of the town. — Clark & Ed-
wards, Palace theatre, Ashland, O. —
Neighborhood patronage.
A Doll's House, with Nazimova. —
There being comparatively few in this
community who are acquainted with the
gloomy Mr. Ibsen, and the title not
being attractive to the man in the
street. A Doll's House failed to draw
as well as preceding Nazimova produc-
tions, although an extra amount of pub-
.licity was given the picture. Question-
ing of many of my patrons developed
that the women as a rule liked the pic-
ture, but the men did not, they appar-
ently being violently opposed to all
tragedies regardless. The acting of
Nazimova was commended by all, the
concensus of opinion being that it is far
ahead of anything she has done in a
I Pictures You I
1 Will Be Glad j
You Ran
I 1. Half a Chance.
| 2. Pink Tights.
| 3. Fightin' Mad.
1 4. The Courage of Marge j
O'Doone.
I 5. Conflict.
| 6. Forbidden Valley.
| 7. Lahoma.
1 8. The Big Adventure,
j 9. So Long Letty.
J. J. KUDLACEK,
Swan theatre,
Swanton, Neb. |
villlllliiliilMIMIMllllliiliiiiiiiii' uiutiMaorai r. :; . ^
long time. — E. L. Franck, Oasis Theatre,
Ajo, Ariz. — Neighborhood patronage.
The Three Musketeers, with Douglas
Fairbanks. — Most wonderful of all
Fairbanks' pictures. Costumes beauti-
ful. Pleased 100%. Went over big four
days. Matinee on two of the days. —
Harry Bruce, Circle theatre, Kansas
City, Mo. — Neighborhood patronage.
The Nut, with Douglas Fairbanks. —
Sometimes it pays to be a nut. We
played The Mark of Zorro first. It went
over fine. And now we came along
with The Nut, told the people that it
was not as good but just as the name
implied a "nutty" picture. We decorated
the lobby with cocoanuts and an assort-
ment of other nutty species and the idea
went over big. Result: very good busi-
ness for three days. — Fred S. Meyer,
Palace theatre, Hamilton, O.
Universal
No Woman Knows, with a special
cast. — I don't know whether "Fanny
Herself" as a story had a wide circula-
tion here but with very little exploita-
tion the picture went over with a bang.
Pleased everybody. Very fine business
for three days. I should have played
it four. Go after it strong. It will sub-
stantiate any claim you make for it. —
Fred S. Meyer, Palace theatre, Hamil-
ton, O.
The Guttersnipe, with Gladys Walton.
— Universal attractions can be called at
least good. This sparkling comedy-
drama got over good. — Ed. Salzberg,
Crystal theatre, Hoisington. Kan.
REPUTATION, with Priscilla
Dean.— EXHIBITORS HERALD
has already expounded our cam-
paign and how we put over a "Rep-
utation Week." In spite of the dir-
tiest competition we ever encoun-
tered (they went so far as to play
WHAT'S YOUR REPUTATION
WORTH? with REPUTATION
the only word visible in ads) our
offering went over. While old now,
it's one of the few big pictures made
last year. If you haven't played it
IH be glad to tell you how to make
yourself some money on a "Repu-
tation Week." — Fred S. Meyer,
Palace theatre, Hamilton, O.
Conflict, with Priscilla Dean. — Good
picture. Log scene is a real thriller and
my patrons told me about it on the way
out. — H. A. Leveille, State theatre, Hart-
ford, Wis. — Neighborhood patronage.
The Rage of Paris, with Miss duPont.
— A picture for the young ones around
18 years. Five full reels. — Olen Rey-
nolds, Pearl theatre, Hymera, Ind. — •
Small town patronage.
Conflict, with Priscilla Dean. — Some-
where, somehow, this missed being a
big picture, though it can safely be
called a good one. Miss Dean has had
better opportunities to display her tal-
ent.— E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
No Woman Knows, with a special
cast. — My patrons and myself do not
think this is a special at all. There are
no big scenes in it. It cannot be com-
pared to Humoresque. If you can use
it at program prices well and good.
We charged 50 and 25 cents and had
poorest second night run in history of
the house. — Philip Rand, Rex theatre,
Salmon, Idaho.
Moonlight Follies, with Marie Pre-
vost. — Pleased the majority. Titles very
clever. — F. E. Sabin, Majestic theatre,
Eureka, Mont. — Neighborhood patron-
age.
Conflict, with Priscilla Dean. — Picture
deserving of highest praise. Patrons
NEAL BURNS and Helen Darling in a
scene from "No Parking," distributed
by Educational.
stated out-door settings rank higher
than anything they had ever seen be-
fore. Business good. — Ed. Salzberg,
Crystal theatre, Horsington, Kan. —
Neighborhood patronage.
The Fire Eater, with Hoot Gibson. —
They told me this was the humanest
western I ever screened here, and I
will say there is, as usual with Hoot's
pictures, some real stuff Bill Hart never
dreamed of. This boy fills my house
every time. Nuf sed. — S. V. Wallace.
Idle Hour theatre, Cambridge Springs,
Pa. — Neighborhood patronage.
The Rage of Paris, with Miss duPont.
— This is the first one of this star and I
will say if all the rest of her pictures
are as good as this one she will be at
the top of the list soon. Business fair.
— O. L. Dowell, Electric theatre, Eldon,
Mo. — Neighborhood patronage.
High Heels, with Gladys Walton. —
This was a very pleasing picture with
plenty comedy mixed in. Comedy, Clyde
Cook in The Chauffeur, fine. — Olen Rey-
nolds, Pearl theatre, Hymera, Ind. —
Small town patronage.
The Fox, with Harry Carey. — Differs
from regular Carey pictures in that it
has two more reels and has some big
scenes at last. At that it is, a cracker-
jack Western, and pleased them all. Too
bad Breezy Eason was killed, for he
sure would have been some actor. — R.
Ross Rilev, Wigwam theatre, Oberlin,
Kan.
The Rage of Paris, with Miss duPont.
— A picture that was very well received
by our patrons. — E. J. Degenhardt,
Princess theatre. Mendota, 111. — Neigh-
borhood patronage.
Conflict, with Priscilla Dean. — Star
good. Story average. Production good,
thrilling, with a climax that lends itself
"Seven reels of vivid,
forceful acting." —
Exhibitors Herald on "The
Sheik's Wife" Vitagraph Special
74
EXHIBITORS HERALD
April 1, 1922
to splendid presentation and may favor-
ably be compared with ice scenes in
Way Down East. Supporting cast ex-
cellent. Makes up for star's calf-eyed
expressions that need variety. (You'll
have another Nazimova, Mr. Laemmle,
if Priscilla doesn't use more than one
starry look.) Box office value big. As
a .whole, picture lends itself to wonder-
ful exploitation possibilities. Go the
limit on it and use the ads Universal
has laid out. They're great and in our
case were productive of big business
for four days. — Fred S. Meyer, Palace
theatre, Hamilton, O.
Nobody's Fool, with Marie Prevost.
— Pleasing comedy-drama. Star will be
a drawing card with a few more like
this one. Business only fair. — O. L.
Dowell, Electric theatre, Eldon, Mo. —
Neighborhood patronage.
Moonlight Follies, with Marie Pre-
vost.— This one rang the bell here. It's
a dandy and is sure to please any au-
dience. Better than lots of specials.—
C. H. Smith, Electric theatre, Morning
Sun, la. — Small town patronage.
The Blazing Trail, with Frank Mayo.
— Fine picture. Business fair for these
hard times. Mayo is a comer. Should
put him in bigger pictures. — L. R. Crea-
son, Palace theatre, Eufaula, Okla.
The Millionaire, with Herbert Raw-
linson. — Plenty of action and entertain-
ment value. — E. J. Degenhardt, Princess
theatre, Mendota, 111. — Neighborhood
patronage.
The Smart Sex, with Eva Novak —
Good. Picture is interesting, although
it starts out rather vague. — R. O. Baker,
Baker theatre, McCune, Kan. — Small
town patronage.
Action, with Hoot Gibson. — Here's the
boy for you I think if he is given a
chance he will rise up to Mix. This pic-
ture was all that the name implies. Not
one star but three. Some paper on this
subject. — M. Oppenheimer, Empire the-
atre, New Orleans, La. — Transient pat-
ronage.
Outside the Law, with Priscilla Dean.
— This certainly is one mighty fine pic-
ture, and I am not a mite sorry that I
ran it, even though I did lose $17.00. —
J. J. Kudlacek, Swan theatre, Swanton,
Neb. — Neighborhood patronage.
Overland Red, with Harry Carey. — A
splendid western feature. Pleased 90%
of my audience. Will please an audi-
ence that likes western features. — J. F.
Spangler, Globe theatre, Beaver, Okla —
General patronage.
Conflict, with Priscilla Dean. — Not as
big as advertised, but good. Failed to
draw. Business only half as big as that
done with The Fox. — E. J. Degenhardt,
Princess theatre, Mendota, 111.
False Kisses, with Miss duPont. — A
very good program picture. Didn't draw
the crowds on account of the bad weath-
er.— C. Ernest Liggett, Liggett theatre,
Leon, Kan. — General patronage.
The Fox, with Harry Carey. — Pleased
all. It's a good clean western that draws
the better class. Made money on this
one. — C. H. Smith, Electric theatre,
Morning Sun, la. — Small town patron-
age.
Action, with Hoot Gibson. — This is
one of the best Westerns I have ever
played. All they said was that it was
too short. If they were all like Uni-
versal we would make some money. —
O. L. Dowell, Electric theatre, Eldon,
Mo. — Neighborhood patronage.
High Heels, with Gladys Walton. — As
others have said, it's excellent and Miss
Walton is a wonderful little actress. The
two kids in the picture also do well. —
E. J. Degenhardt, Princess theatre, Men-
dota, 111. — Neighborhood patronage.
Nobody's Fool, with Marie Prevost. —
A nice little picture. — R. Ross Riley,
Wigwam theatre, Oberlin, Kan.
The Virgin of Stamboul, with Priscilla
Dean. — Old, but very good. Priscilla
Dean and many of her support do ex-
cellent acting. — A. J. Steggall, Opera
House, Fayette, la.
The Shark Master, with Frank Mayo.
— If you never get a poorer picture than
this one you will be mighty lucky, be-
lieve me. — Eugene Saunders, Saunders
theatre, Harvard, 111. — General patron-
age.
Red Courage, with Hoot Gibson. — Just
the kind of western for us. Full of ac-
tion and comed>r. Drew fair crowd. — C.
H. Smith, Electric theatre, Morning Sun,
la. — Small town patronage.
Action, with Hoot Gibson. — Hoot
surely gave some in this picture. — Eu-
gene Saunders, Saunders theatre, Har-
vard, 111. — General patronage.
Vitagraph
The Little Minister, with Alice Cal-
houn.— An excellent picture and proved
to be a wonderful drawing card. — Bert
Norton, Kozy theatre, Eureka, 111.
Received Payment, with Corinne Grif-
fith.— This is an unusual picture, star-
ring one of the screen's prettiest flap-
pers.— Luna theatre, Brooklyn, N. Y. —
Neighborhod patronage.
Moral Fibre, with Corinne Griffith. —
Excellent picture which enjoyed big
business. — William Noble, Lyric the-
atre, Oklahoma City, Okla. — General
patronage.
The Silver Car, with Earle Williams.
— An excellent program offering and one
which pleased all. — W. H. Creal, Subur-
ban theatre, Omaha, Neb. — Neighbor-
hood patronage.
The Son of Wallingford, with a spe-
cial cast. — An elaborate production that
pleased 90% but is not a knockout. —
Bert Norton, Kozy theatre, Eureka, 111.
Three Sevens, with Antonio Moreno. —
They all like this one. I consider this a
good program picture. — C. H. Simpson,
Princess theatre, Millen, Ga. — General
patronage.
Closed Doors, with Alice Calhoun and
The Grocery Clerk, with Larry Semon.
— Just ran Closed Doors and The Gro-
cery Clerk and it is sure some program.
Two days run and twice the business
second night. The Grocery Clerk is a
scream. Book it if you want them to
talk about a fine program. — Thomas
Crawford, Strand theatre, Griswold, la.
Dead Men Tell No Tales, with a spe-
cial cast. — Competitor played Dangerous
Curve Ahead at 5 and 10 cents. Drew
better house than he did and charged
10 and 25 cents. — N. O. Foster, Elite
theatre, Otsego, Mich. — Neighborhood
patronage.
The Matrimonial Web, with Alice Cal-
houn.— An entertaining little picture. —
E. J. Degenhardt, Princess theatre, Men-
dota, 111. — Neighborhood patronage.
Where Men Are Men, with William
Duncan. — Here is a first class western.
Not too rough, but has a good fight.
Star is a handsome man in his store
clothes and made a hit with the ladies.
Picture is distinguished by its good pro-
duction.— W. H. Creal, Suburban the-
atre, Omaha, Neb. — Neighborhood pat-
ronage.
The Purple Cipher, with Earle Wil-
liams.— An extra good mystery picture. —
Eugene Saunders, Saunders theatre, Har-
vard, 111. — General patronage.
State Rights
Eyes of the World (Clune), with a spe-
cial cast. — In the compilation of the Box
Office Record this production was mis-
credited to the W. T. Gaskell Enterprises,
159 N. State St., Chicago, who own the
world rights to The Shepherd of the
Hills, another picturization of a Harold
Bell Wright novel. It is suggested that
correction be made in individual copies
to avoid confusion. — Editor "What the
Picture Did for Me."
Fighting Bill (Pioneer), with William
Fairbanks. — Fair program picture. The
YOUR
BEST
FRIEND"
April 1, 1922
EXHIBITORS HERALD
75
first we have had of this star and peo-
ple seemed to like his stuff. — L. D. Fair-
field, Legion theatre, Wakonda, S. D. —
Small town patronage.
Boarder Raiders (Ay won), with a spe-
cial cast. — I did not see it myself, but
those who saw it said it was very good.
— A. E. Rogers, Temple theatre, Des-
ter, X. Y. — Neighborhood patronage.
The Inner Voice (Am. Cin.), with E.
K. Lincoln. — 100 per cent picture and
pleased everyone. Packed the house all
day. If you are looking for a good spot
date, get this one. — H. L. Peterson. Hip-
podrome theatre, Omaha, Xeb. — Neigh-
borhood patronage.
The County Fair (Tourneur), a Mau-
rice Tourneur production. — Just an ordi-
nary program picture. Do not raise
price. — Bert Xorton, Kozy theatre, Eu-
reka, 111.
Women Who Wait (Wistaria,!, with a
special cast. — Xothing extra special, but
it's a good picture and will please at regu-
lar prices. — W. P. Perry, Rialto theatre,
Cheyenne Wells, Colo. — Small town pat-
ronage.
Black Panther's Cub (Ziegfeld), with
Florence Reed. — Went over fine at third
run. My patrons enjoyed every bit of
it. I personally am not crazy over this
sort of story. — M. Oppenheimer, Empire,
theatre, Xew Orleans, La. — Transient
patronage.
The Fall of Babylon (Griffith), with
Constance Talmadge. — Keep away from
it. It is absolutely the bunk. Was
ashamed to face patrons after this. Did
not receive one good comment on this,
but the way they cussed me for showing
it was nothing slow. — L. D. Fairfield.
Legion theatre, Wakonda, S. D. — Small
town patronage.
It Might Happen To You (S. & E.),
with Billy Mason. — Nothing to brag
about, was audiences' opinion. — Giacoma
Bros., Crystal theatre, Tombstone, Ariz.
— General patronage.
Shadows of the West (Xational), with
Eva Novak. — A dandy western that was
liked by both men and women. — Eugene
Saunders. Saunders theatre. Harvard, 111.
— General patronage.
Tangled Trails (Pinnacle), with Nea!
Hart. — A very pleasing picture. The bes*
the star has ever made. Drew fairly good
crowds. — C. Ernest Liggett, Liggett the-
atre, Leon, Kans. — General patronage.
The White Rider (Masterpiece), with
a special cast. — Played this subject first
run. It did well, due to the western
and mystery stuff which my patrons like.
— M. Oppenheimer. Empire theatre, New
Orleans, La. — Transient patronage.
Range Land (Pinnacle), with Neal
PASSION
ADAPTED FROM
JEAN RICHEPIN'S
FAMOUS GYPSY STORY
MO HAIR IK A
The Child of rhe Bear
COMING TO THE
BROADWAY & 4T-' STREET
SUNDAY, MARCH 26th
LON CHANEY, the former bad man of the films, and now seen as a friend of the
kiddies in "Wolfbreed," a forthcoming Universal production.
Hart. — "America's Pal" in another win-
ner. Western pictures never fail to
please. — Luna theatre, Brooklyn. N. Y. —
Neighborhood patronage.
The White Rider (Masterpiece), with a
special cast. — Those that saw i; liked it.
Storm kept the crowd away. — L. D. Fair-
field. Legion theatre, Wakonda, S. D. —
Small town patronage.
Cupid's Brand (Arrow), with Jack
Hoxie. — Fine western. Drew good busi-
ness. These are good Saturday pictures
for the small town exhibitor. — L. R.
Creason, Palace theatre, Eufaula, Okla.
A Western Adventurer (Pioneer), with
William Fairbanks. — Say, Boys, here's
one you should not fail to book. First
we have played of this star. Some ac-
tion, is right. — G. R. Williams. Avon the-
atre. Cincinnatus, N. Y. — Transient
patronage.
God's Country and the Law (Arrow),
with Gladys Leslie. — We all liked it, and
so will you all. Just book it. — Eugene
Saunders, Saunders theatre, Harvard, 111.
— General patronage.
The Last Chance (Canyon), with
Frank'.yn Farnum. — Fair Western. Too
much killing, but it got by the Saturday
crowd. Business poor. — L. R. Creason.
Palace theatre, Eufaula, Okla
Stolen Moments (Pioneer), with
Margaret Namara. — Our people did not
care for this one. Rather suggestive in
some places. — G. R. Williams. Avon the-
atre. Cincinnatus, N. Y.— Transient pat-
ronage.
The Hunger of the Blood (Canyon),
with Franklyn Farnum. — This is a good
Indian story. Plenty of action and a
good clear picture. Seemed to please
everybody and had a good attendance. —
J. F. Spangler, Globe theatre, Beaver,
Okla. — General patronage.
You Can't Believe Everything (Tri-
angle), with Gloria Swanson. — First of
the reissue series I have used. Patrons
well pleased and had great business.
Gloria Swanson has always been a win-
ner. Good story, excellent photography.
A good picture and a title that makes
them come into your theatre. Person-
ally speaking, have seen lots of expensive
specials not so good. — Dewey S. Lamkin.
Star theatre, Clinton. Ky. — General
patronage.
Why Girls Leave Home (Warner
Bros.), with Anna Q. Xilsson. — The story
was different than what patrons expected.
Recommend this as pleasing, and a
money-maker for exhibitors. — Silverman
Brothers, Stiand theatre, Altoona, Pa. —
General patronage.
Burn 'Em Up Barnes (Affil. Dist.),
with Johnny Hines. — A good picture and
enjoyed by the few who came out to see
it. Spent a neat little sum advertising
it, but failed to make money. — L. G. Alby,
Strand theatre, Waterford, Wis. — Small
town patronage.
The Last Chance (Canyon), with
Franklyn Farnum. — Excellent western.
My patrons are wild over this sort of pic-
ture. This one is clean and well acted.
Star does good work. I always like to
encourage the support when I can, and I
can in this one. — Mrs. W. H. Heifer,
Itasca theatre, Alice, Tex. — Small town
patronage.
Unseen Forces (Am. Cin.), with a spe-
cial cast. — Good picture. You can boost
it, as it will please. — C. A. Hennecke,
Columbus theatre, Columbus, Tex. — Small
town patronage.
Serials
White Eagle (Pathe), with Ruth Ro-
land.— One of the best that this popular
star has ever made. Running this three
days to satisfactory business. First ex-
perience running serial after one of the
largest theatres in town, who uses this on
special Saturday morning matinees. If
I could have booked this first run believe
it would have broken all records. —
Homer Guy, Apollo theatre. Dayton, O.
— Transient patronage.
Winners of the West (Universal), with
Art Acord. — Am ready for episode 16
and it's holding up wonderfully. The
kids go wild over it. Book it for big
business. — Harry Bruce, Circle theatre
Kansas City, Mo. — Xeighborhood pat-
ronage.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — Have shown
four episodes of this and it is pleasing
all. Holding up fine. Have increased
my attendance from 50 to over 200. Pa-
trons fairly eat it. Making money where
I was losing. Book it. — A C. Betts,
Powers theatre, Red Creek, N. Y. — -
Xeighborhood patronage.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — Opened
76
EXHIBITORS HERALD
April 1, 1922
USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Pictures
Are Doing for Other Exhibitors
Fill in this blank now and send
to Exhibitors Herald, 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remarks
Title
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
this one with extra big attendance. I be-
lieve it is going to be big. I did so
much business on Tarzan of the Apes
that I bought this serial on the same
strength and I don't believe I am going
to be disappointed. — W. E. Elkin,
Temple theatre, Aberdeen, Miss. — Neigh-
borhood patronage.
White Eagle (Pathe), with Ruth Ro-
land.— This serial started off very slow
but seems to be gaining. — T. G. Thomp-
son, Grand theatre, Rochester, N. Y. —
General patronage. ,
Short Subjects
A Sailor Made Man (Asso. Ex.), with
Harold Lloyd. — Gave away sailor hats
and made Lloyd the main attraction.
Everything else on the program was
short stuff. Ran it four days as follows:
Sunday very big; more than we could
handle. Monday good considering the
day in the week. Tuesday stood up fine;
receipts better than Monday. Wednesday
a total flop; died hard. In other words,
a mighty good bet for three days. Needs
no five-reel feature to put it over. And
those who see it will be your best ad.
Go after it strong.— Fred S. Meyer, Pal-
ace theatre, Hamilton, O.
The Show (Vitagraph), with Larry
Semon. — Another of Larry Semon's com-
edies that can't be beaten. Leave it to
Larry to make comedies. Best comedian
on the screen— N. O. Foster, Elite thea-
tre, Otsego, Mich. — Neighborhood pat-
ronage.
A Sailor Made Man (Asso. Ex.), with
Harold Lloyd. — A rip-roaring comedy.
Ran this three days to excellent business.
Absolutely the best Lloyd comedy yet. —
Luna theatre. Brooklyn, N. Y.— Neigh-
borhood patronage.
The Stork's Mistake (Educational),
with a special cast. — Very good comedy,
as is also For Land's Sake. — Olen Reyn-
olds, Pearl theatre, Hymera, Ind. — Small
town patronage.
Fresh Air (Federated), with Monty
Banks. — The best two-reel comedy I have
run in two years. Give us more like it. —
L R. Crcason, Palace theatre, Eufaula,
Okla.
A Ride on a Runaway Train (Educa-
tional).— A mighty clever picture. It may
make 'em sea sick but they'll go out
talking about it, and that's what you
want. Very much different from what
you've been feeding them in the line of
scenics, etc. — Fred S. Meyer, Palace the-
atre, Hamilton, O.
The Yellow Dogcatcher (Fox). — Much
better comedy than I expected, and worth
showing anywhere. — J. J. Kudlacek, Swan
theatre, Swanton, Neb. — Neighborhood
patronage.
Meeting All Trains (F. N.), a Tooner-
ville comedy. — This is the best and cheap-
est priced series of comedies on the mar-
ket. Have run them all and certainly
recommend them to all exhibitors. They
are different from the usual run and espe-
cially please the adults. They are all
clean. Give us another series, please. —
Philip Rand. Rex theatre, Salmon, Idaho.
Peace and Riot (Jester), with Twede
Dan. — These comedies are old, but arc
real comedies. — M. Oppenheimer, Em-
pire theatre, New Orleans, La. — Tran-
sient patronage.
Hey Rube (Educational), with a spe-
cial cast. — Mighty clean little comedy
that creates a few new wrinkles in the
laugh line. Month ago wc said that
Christie ought to net next to himself and
realize that it takes more than a bunch
of bathing dames to make a comedy.
Fairness compells us to say that Christie
has "woke up," with the result that, taken
all through, one after the other, he today
can claim the most consistently good two-
reelers on the market. I'm talking about
comedies for every occasion, not a Lloyd
or Chaplin once-in-a-while. Am I
wrong? If so, will some kind Brother
Exhibitor please tip me off? — Fred S.
Meyer, Palace theatre, Hamilton, O.
The Idle Class (F. N.), with Charlie
Chaplin.- — A comedy that drew well and
is better than many Chaplins. Much bet-
ter than A Day's Pleasure and Sunnyside.
— Bert Norton, Kozy theatre, Eureka,
111.
Never Weaken (Asso. Ex.), with Har-
old Lloyd. — The audience was very much
divided. Some liked it. Others didn't. It
has some good laughs but is not quite up
to his standard. The stunts on the iron
structure are very thrilling. — W. E. El-
kin, Temple theatre, Aberdeen, Miss. —
Neighborhood patronage.
Cain and Able (Sacred Films), with a
special cast. — This is very good, but they
do not draw well here. The subjects are
so short. Ran this with a feature and just
broke even. — A. C. Betts, Powers theatre.
Red Creek. N. Y. — Neighborhood patron-
age.
The Idle Class (F. N.), with Charlie
Chaplin. — Why knock this picture? It
pleased all, and got the laughs at the
start,' and kept them laughing 'till the
end. — E. J. Degenhardt, Princess theatre,
Mendota, 111. — Neighborhood patronage.
By Heck (F. N.), a Mack Sennett com-
edy.— Has more real laughs, stunts and
funny situations in two reels than Home
Talent or other comedies (so-called) have
in five. You can promise them that
they'll holler at this one. They will,
bullieve muh. — Fred S. Meyer, Palace
theatre, Hamilton, O.
Somewhere in Turkey (Pathe), with
Harold Lloyd. — This is our first Harold
Lloyd re-issue, and a very poor one. —
A. J. Steggall, Opera House, Fayette, la.
The Idle Class (F. N.), with Charlie
Chaplin. — Good. You have got to hand it
to Chaplin. He has no equal. This com-
edy is entirely different and has nothing
in it that has been done before. It's a pity
Chaplin does not make four or five come-
dies per year— W. E. Elkin, Temple the-
atre, Aberdeen, Miss. — Neighborhood pat-
ronage.
Great American Authors Series (Kin-
eto). — Unless you have a good patronage
from the "500 set" you had better lay off
of these.— R. O. Baker's Baker theatre,
McCune, Kan. — Small town patronage.
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April 1, 1922
EXHIBITORS HERALD
77
Sam E. Morris Going Abroad to
Manage European Distribution
Becomes President of Select Pictures, Ltd., With Head-
quarters in London to Put in Effect New
Foreign Business Plan
"Universal Treated
Me Fairly"— Polo
Well Known Serial Star in
Statement on Reason
for His Change
Eddie Polo, well known serial star who
is now making a serial "Cap'n Kid" for
the state right market, has issued a state-
ment explaining his reasons for leaving
the Universal Film Manufacturing Com-
pany and forming his own company.
Explains His Leaving
Mr. Polo opens his statement by saying
Universal treated him fairly and that he
obtained his release at the expiration of
his contract because of the "natural
aspiration of everyone to some day
branch out on his 'own.' "
Continuing, he declared that as a pro-
ducer as well as a star, he would be free
to spend all the money he deemed neces-
sary to make his serial a success.
To O. K. All Contracts
"My pictures shall be sold direct to
state right buyers and I shall see to it
that he gets it at a price at which the
exhibitor may book it at a safe margin of
profit," he concludes.
"You ask me how I, an actor, can guar-
antee fulfillment of such a pledge? Well,
in the present instance, I shall not only be
an actor but one of the principals in the
producing and distributing unit, and
every territorial contract closed shall
await my approval before its consumma-
tion."
Charles Ray Policy to
Mean Greater Pictures
In Future Says Ragland
With Arthur S. Kane's election to the
presidency of Associated Exhibitors, the
duties of John C. Ragland as vice-presi-
dent and general manager of Arthur S.
Kane Pictures Corporation, have been
expanded. Included among his other
duties is the handling of the details of
Charles Ray's business, though Mr. Kane
continues to look after major deals af-
fecting Mr. Ray's interests and will pre-
sent his productions through First
National and United Artists. Discussing
Mr. Ray's affairs, Mr. Ragland said:
"Notable as has been this picture
player's past career, I am confident that
his greatest triumphs are yet before him.
Mr. Ray's plans call for productions
which are certain to increase his already
remarkable prestige and virtually uni-
versal popularity. In producing only two
pictures a year, as provided in his con-
tract with United Artists, he will have
time and opportunity for that close atten-
tion and study which he considers
requisite in the preparation of films of
the very highest order."
New Universal Serial
To Be Published Soon
"The Adventures of Robinson Crusoe,"
an eighteen episode chapter-picture being
made by Universal with Harry Myers in
the role of "Crusoe," will soon be ready
for publication it is announced.
Three chapters of two reels each al-
ready have been received in the East,
and the production company at Universal
City is well into the middle of the serial.
Changes of importance dealing with
the affairs of the Selznick Corporation
have just been announced by President
Lewis J. Selznick.
Sam E. Morris, who has been identified
with the company for many years in
various executive capacities and most
recently as vice-president in charge of
distribution, is being transferred from
New York to London.
Announcement Is Surprise
The announcement that Mr. Morris
has been transferred to London will come
as a great surprise to the trade. Neither
SAM E. MORRIS, who is to handle
Selznick foreign business.
Mr. Selznick nor Mr. Morris have had the
least word to say of the contemplated
move despite the fact that it has been
under discussion for a good many
months. The importance of the general
plan in the affairs of the company which
has brought about the transfer is indi-
cated by the fact that to fill a newly
created post Mr. Selznick has selected
the chief among his executive associates.
Mr. Morris is going to London to be-
come President of Select Pictures, Ltd.,
an English coiporation which is to be
formed for the purpose of conducting
Selznick business in Great Britain and on
the European continent. His headquar-
ters will be in the English capital but his
general supervision will extend over
numerous other offices which are to be
established in the near future and his
duties abroad will be such as to demand
his frequent presence in most of the big
European cities.
Survey Brings New Plan
During the past six months Selznick
representatives, including Vice-President
Myron Selznick, whose principal duties
have to do with production, have made
personal surveys of the European situa-
tion and it is as the result of these sur-
veys that the new plan of operating
abroad has been adopted and Mr. Morris
designated to put it into effect. The new
plan, it has been made clear by President
Selznick, will not interfere in any way
with existing contracts for foreign dis-
tribution in Europe. This statement is
important in view of the fact that it has
been many months since a big deal was
closed by the Selznick company with the
English branch of Pathe Freres for cer-
tain distribution in Great Britain.
According to the present arrangement
Mr. Morris will sail for his new post
about the middle of April. He will be
accompanied by his wife and his fifteen-
year-old son Edwin. He is giving up his
home here in New York and is making
other arrangements which indicate that
he will be absent from Broadway for an
indefinite period.
Hector Sarno is Latest
Member of All Star Cast
Making "I Am The Law"
Hector Sarno. popular portrayer of
outdoor types, is the latest screen celeb-
rity to join the all-star cast making "I
Am the Law," the first of the Edwin
Carewe productions to be published by
C. C. Burr, president of Affiliated Dis-
tributors, Inc. Sarno is known for his
work in "The Silver Horde," and with
Dorothy Phillips in "The Right to Hap-
piness," as well as in Carewe's special
feature "Rio Grande." More recently he
played with Vitagraph in "Three Sevens"
starring Antonio Moreno, and "Diamonds
of Jet" featuring Earle Williams.
The "I Am the Law" cast, which now
includes Alice Lake, Kenneth Harlan,
Rosemary Theby, Gaston Glass, Noah
Beery, Wallace Beery, Hector Sarno, and
others well known is said to rank with
the best and biggest all-star casts ever
assembled for any production.
With about ten days more work at the
Fine Arts Studio on the co;.st, the picture
will be completed and ready for inde-
pendent distribution.
Pacific Film to Publish
Armstrong Comedy Films
"Billy" Armstrong, who is said to have
appeared in comedies of practically every
brand, will be starred in a series of two-
reel comedy plays by a company recently
formed. Armstrong will be directed by
Ray Hunt and the productions will be
distributed by the Pacific Film Co. of
Culver City, Calif.
Armstrong's last contract was with
Mack Sennett, with whom he made his
first comedy years ago under the former
Keystone banner, starring jointly with
Juanita Hansen.
Woman Sales Manager
Mrs. A. H. Sessions is now sales man-
ager of the New Orleans office of the
W. W. Hodkinson organization. A. G
Gugel remains as branch manager. At
the time of Mrs. Sessions' appointment,
it was erroneously reported she had been
named "manager."
78
EXHIBITORS HERALD
April 1, 1922
It is significant that the more prominent theatre
owners and exhibitors have a uniform preference
for Typhoon Cooling Systems. In Typhoons they
see a real investment value — a drawing card for
their theatres — year in and year out.
Their continued reorders bespeak the marked
success of Typhoons in many climes and under
varying and trying conditions. Be it for Broad-
way or Main Street — they know that Typhoons
will "do their stuff" and continue to get results.
The only cost to be figured in connection with
Typhoons is the cost of not having them.
They will pay for themselves in your house
THIS SUMMER.
SEND FOR BOOKLET E
TYPHOON FAN CO.
345 West 39th Street
NEW YORK
1044 Camp St. 301 N. 13th St. 64 W. Randolph
NEW ORLEANS PHILADELPHIA CHICAGO
714 Melha St.
DALLAS BUFFALO LOS ANGELES
Equipment
Progress
Several new developments
that offer themselves as box
office attractions will bear
watching by exhibitors in their
territories with a view to capi-
talizing them while they are
occupying public interest. The
foremost of these at the pres-
ent time is the radiophone.
Interest in radiophones is in-
creasing throughout the coun-
try and several exhibitors have
demonstrated that the new-
ness of the wireless apparatus
makes it a magnet for the box
office.
It will pay every exhibitor
to investigate the matter of
radios in his city and find out
whether or not there are firms
handling the receiving sets,
and whether or not he is
within range of some broad-
casting service that he could
use in his theatre. Radio-
phones may or may not be the
thing for the theatre in the
future but it has been proven
that their newness makes them
bring in the patrons.
Further along the line of
equipment developments is the
talking motion picture, experi-
ments ot which are now being
made as described elsewhere
in this issue. Then there is the
huge phonograph which plays
a record with the same tone
volume of a full fledged or-
chestra described in The Thea-
tre department. All these de-
velopments, whose fitness for
motion pictures will develop
one way or the other in the
future, are of great interest
and well worth following:.
New $100,000 Motion Picture
House Opened at Hoopeston, 111.
New Lorraine Theatre Project Started in December,
1920, Is Completed— Playhouse Seats 800—
J. Rosslyn Boorde Is Manager
Hoopeston, Illinois, has a new motion
picture palace of which it can justly be
proud. The new Lorraine theatre, which
was first projected in December. 1920.
has been completed and opened its doors
to the public.
Finest in Vicinity
$100,000 has been put into the new
playhouse and the claim is made tor it
that it is the finest motion picture house
between Danville and Chicago. Modern
and fireproof throughout the new theatre
represents the realization of a dream for
a real home of amusement in Hoopeston.
From the fact that the Lorraine seats
but 800 it will be recognized that the
house is a quality structure. The small
theatre of superfine quality is making its
appearance all over the country. Size
is no longer a criterion as to the beauty
and modernness of a playhouse.
Exterior Is Impressive
The building is of brick, concrete, steel
and terra cotta. The exterior is sin-
gularly impressive with its large canopy
and huge electric sign spelling the name
of the house. The front is artistically
decorated. On the sides are three exits
over which smaller canopies extend.
Entering the foyer the costly sim-
plicity of the theatre is at once apparent.
The foyer extends the entire width of
the building: In the auditorium the color
scheme of blue and gold gives a pleasing
appearance under the soft glow of the
lighting system. The old gold and blue
decorations in the frieze and wainscoting
are in harmony with the color tone.
Use Minusa Screen
Another feature arrangement of the
auditorium is the location of the boxes.
These have been placed in a position
from which a perfect view of the picture
is obtainable without distortion of the
characters.
The stage is beautifully enriched with
luxurious drapes. A Minusa gold fibre
screen has been installed on which the
pictures are projected from two Motio-
graoh De Luxe machines.
The Lorraine will be conducted under
the management of J. Rosslyn Boorde.
Lewis and Dougherty, Chicago and Dan-
ville, designed the new theatre.
Purchase New Organ
The Monache theatre, Porterville. Cal.,
announces the installation of a new See-
burg-Smith Unit organ. Edward C. Hop-
kins, who for the past two years has
played the old organ at the Monache, will
continue at the console of the new large
instrument.
Recalls Early Days
Of Film Exhibition
C. V. Mohler Retires; After
12 Years in Business at
Middletown, Ohio
Reminescences of the pioneer days of
the motion picture industry are always
interesting. C. V. Mohler, who has owned
and operated the Princess theatre at Mid-
dletown, O., for twelve years recalls the
days when the ticket taker used to rewind
films and when such pictures as the 101
ranch were popular. Mr. Mohler re-
cently sold his theatre and announced that
he would retire.
Admission Was 5 Cents
"When I first started here." says Mr.
Mohler, '"we would play to from 1,800 to
2,000 people a day at a charge of five
cents. Often when the kids came to the
show we would sell them three tickets
for a nickel in order that they could all
see the show and none be disappointed.
"In the old days we had but one ma-
chine on which we would run the 1,000-
foot reel, then take the reel off, throw it
down to the ticket taker at the door who
had the rewinder at his elbow and who
rewound the reel while the operator put
the next reel on the machine and again
started the show.
Song Between Reels
''Between each show we would have an
illustrated song.
"Western pictures, such as 101 ranch,
were the pictures in demand in those days
and anything connected with the west
was sure to be a big attraction.
"Even now the western drama has a
strong hold on the people and continues
to be popular. Now, however, we have
the big five and six-reel pictures and the
best machines that can be procured, while
in the olden days we had to be content
with one machine and two-reel pictures.
Four Reels Was Event
"Once in a while we would get hold of
a four-reel picture, and at such times we
felt and the people felt that it was the
event of the season."
80
EXHIBITORS HERALD
April 1, 1922
Skilled Projectionists Add to Value
Of Program at Graumans Playhouse
By Harry Hammond Beall
While motion pictures are an art rather
than a science there is a scientific side
on which the success of any production
largely depends. After the finished film
is published from the studio laboratories
where it has been made to conform with
all-known cinema standards, it still faces
a future in which the slip of the slightest
mechanical part will spoil its exhibition
before thousands in an audience.
Projectionist Responsible
In the hands of the attaches of the
motion picture theatre projection room
the film lies like a full-grown rose — it can
be shown to audiences in its matured
splendor; or, with unskilled handling, its
beauty can be detracted just as rose
petals are torn loose and scattered by
vagrant wind.
Within the projection room stand, not
one or two, but a battery of projection
and stereopticon machines. When one
reel of film has been run off on one ma-
chine, another machine must be ready
immediately to flash to the screen the
film which follows. The timing must be
accurate to the fraction of a second. An
instant's delay will produce a hitch which
will cause irritation in the audience and
Jan
/SI.
Star
/fpr-
/lay
Jun
July
/tug
•Jept.
Oct,
//ox/.
5000.000
4.E0O.QO0
400 0 000
3.500.000
3000000
2.500,000
2 0 0 0 00 0
I.SOO.OOO
1000,000
soo.ooo
5,000,000 theatre-goers to-day
Only 3,000,000 in July
You know the answer.
It's the HEAT.
In hot weather, people won't go to a
theatre that's close and stuffy. They want
comfort — cool comfort — just as much as
they want amusement.
Of course, some theatres will play to
capacity business this summer. But they'll
be cooled by Monsoon Cooling System.
Will yours be one of them?
Install Monsoons for this summer
Write for Booklet T-13
Monsoon Cooling System, Inc.
71 North 6th Street Brooklyn, N. Y.
"take the edge off" the enjoyment of the
program. Every song slide must be
changed at the moment the organist
finishes a set phrase — otherwise a farcial
incongruity will ensue.
Must Know Mechanics
Mechanical perfection must reign in
the projection room. If the program is
to be unblemished, skilled projectionists
must be in charge. Just as those of the
Stage attaches, their responsibilities are
great. Sid Grauman counts the days
happy when he added to his staff such
men as Earl Hamilton, S. Burton, and
H. Little, projectionists at the Grau-
man Million Dollar theatre; and E. A.
Keller and K. Munro, who act in similar
capacities at Grauman's Rialto. From a
depth of mechanical and scientific knowl-
edge these men have perfected devices
which, not used elsewhere, make for the
smoothness of every performance. The
latest of these is an electrical wiring sys-
tem, by which the major part of the pro-
jection apparatus can be operated with
a minimum of movements from a single
switch-board, virtually guaranteeing
flawless entertainment for patrons.
Two New Playhouse
Projects Announced
Stanley Company of America
and Ascher Brothers to
Have New Theatres
The building of the two new theatres,
to cost approximately $4,000,000 has been
announced by two prominent theatrical
organizations. Work of demolishing the
former Hotel Bingham property at
Eleventh and Market streets, Philadel-
phia, for the erection of a new theatre
within a ten story office building has been
started by the Stanley Company of Amer-
ica. This project calls for an outlay of
$:s.ooo,ooo.
In Chicago a new theatre will be built
at Roosevelt Road near Crawford avenue
at a cost of $1,000,000 to be leased by
Ascher Brothers.
Will Seat 4,000
The Stanley Company theatre will have
a seating capacity of 4,000 and will be
devoted to vaudeville and feature photo-
plays. A feature of the building will be
a roof garden with a stage. President
Jules E. Mastbaum has commissioned the
Hoffman-Hennon company as architects
and builders. The new theatre, which is
expected to be ready for opening in Janu-
ary, 1923, will be one of the most beau-
tiful playhouses in the country.
For Combination Show
The new Ascher Brothers theatre, de-
signed by C. Howard Crane and Ken-
neth Franzheim, will have a seating capa-
city of 2,800. The building will house
eight stores and several suites of offices.
The building will be erected by Crawford
building corporation. Pictures and vaud
eville will be the program.
AMERICAN
FOTOPLAYER
FOR SALE
Cost, $4650
Six Months Old. Excellent Condition.
Owner Retiring from Business.
Cash Discount; Terms to Reliable Parties.
Address - HERALD, Box 689
April 1, 1922
EXHIBITORS HERALD
81
Gevaert Co. Opens
California Branch
E. H. Kaufmann Is to Serve
as General Manager
in Charge
The Gevaert Company of America has
opened a Hollywood branch and ware-
house, where they will furnish the trade
with the negative and positive raw stock
for immediate delivery.
This branch office has succeeded the
Inter-Ocean Film Accessories Corpora-
tion, which was coast representative of
the Gevaert company.
Kaufmann General Manager
E. H. Kaufmann. formerly president of
the Inter-Ocean Film Accessories Cor-
poration, has been appointed general
manager in charge.
Mr. Kaufmann has been for the past
nine years connected with the different
lines of activities of the Inter-Ocean
Film Corporation of New York, and is
well known in his local field of activity
and in the trade; starting in 1896 in the
pioneer days as General Representative
of Thomas A. Edison and continuing
until 1900; later as representative of the
Messter Film in the United States; and
still later as exporter and importer of
films in San Francisco.
Mr. Kaufmann has been for the past
three years a delegate to the National
Foreign Trade Conventions, as a dele-
gate of the Chamber of Commerce of
Los Angeles, and the only representative
of the motion picture industry to these
conventions.
Won Important Point
He is also an active member of the
Chamber, being a member of the stand-
ing Foreign Trade & Harbor Commit-
tee, and in addition chairman of the Com-
mittee on Communications referring to
Foreign Mail, Cable and Telegraph. He
was able, last July, through his activities
at the Foreign Trade Convention, work-
ing together with the Advisory Com-
mittees of the Foreign Trade Council on
Foreign Mail, to secure a ruling from
the Federal Government for the film in-
dustry, giving them the privilege of the
use of the parcel post for film shipments
to all foreign countries.
Figures Indicate Size of
Capitol Projection Room
The projection booth of the Capitol
theatre, said to be one of the largest and
best equipped in the world, offers some
interesting figures indicative of its scope.
Fifteen hundred carbons a month are
used in the booth alone. The electric
current required to operate the projection
machines is 16.500 watts an hour or
200.000 watts daily — a sufficient supply of
current to light up a small town. In a
single day, a total of nine and a half
miles of film pass through the projection
machines.
New Playhouse to Open
Preparations for the formal opening
of the Hope theatre at Dallas. Texas, are
reaching final stages, and elaborate cere-
monies will attend the event. The house
will open about April 1, as the home of
First National attractions. Lawrence F.
Stuart will be managing director of the
theatre.
A New Feature
for YOUR Playhouse
Brockton, Mass. — The new Olympia
theatre will be opened in the near future,
it is announced.
82
EXHIBITORS HERALD
April 1, 1922
The Trade Will Tell You-
American film printing is best. And the trade know.
For many years American Film Company Laboratories have been printing
films. We know our business. Our organization of experts get more out of
your negatives — greater brilliance and clearness.
A capacity of one million feet per week enables us to give prompt service.
Our central location makes it possible to deliver anywhere with equal speed
Send us your requirements and let us make you a special price estimate —
on your very next order.
Developing
Printing
Tinting
Toning
Editing
Titling
Ordinary film reduced to American Stand-
ard Safety Size.
(Absolutely fire-proof film passed by all fire
underwriters.)
Laboratory Capacity One Million Feet Per Week
AMERICAN FILM CO., Inc.
Laboratories
6227 Broadway, Chicago, 111.
and
London, England
SAMUEL S. HUTCHINSON, Pres.
American 10 Points
1. QUALITY. Prints known for bril-
liancy and clearness. Expert staff
trained by years of experience, as-
sures highest quality prints obtainable.
2. REPUTATION. Gained in 10 years
of experience.
3. RESPONSIBILITY. A concern of
strong financial standing.
4. LOCATION. In the proper geo-
graphical location, assuring quick
delivery anywhere.
5. EQUIPMENT. AU of the most
modern obiainable.
6. CLEANLINESS. Within two block*
of Lake Michigan. Away from dirt
and dust.
7. SAFETY. Plant approved by both
city of Chicago and Board of Fire
Underwriters.
8. PROMPTNESS. _ Accustomed to
serve exacting requirements.
9. PRICES. Reasonable and com-
petitive.
10. GUARANTEES. Write for our
unique guarantee of quality work.
Not for the Chosen Few
CTkt
IT would be difficult to estimate
the value the moving picture
has done to satisfy the universal
desire for good music.
No longer are churches alone de-
pended upon for pipe organ music.
The day is past when only the chosen
few, able to attend grand opera or orchestra
concerts, may satisfy their craving for Wagner,
Liszt, Schubert, Verdi, and other great mas-
ters of music.
Certain exclusive features of the Cremona
Theatre Organ have made possible unsurpassed
pipe organ and orchestra music in cities and
towns where such music before was unknown.
The Cremona may be played with or with-
out an operator. A double roll system permits
playing by a solo roll or by any standard
player roll. Instant changes are possible, a
feature so vital in following cue sheets. As a
hand-played pipe organ the Cremona recog-
nizes no superior. There is a style and size
for every requirement.
The Marquette Piano Co.
Chicago, U. S. A.
©remoxia
New Projects
Philadelphia, Pa. — Work has been
started on the wrecking of the Hotel
Bingham property on Eleventh and Mar-
ket streets, on the site of which the Stan-
ley Company of America will erect a com-
bined theatre, office building and roof
garden to cost $3,000,000. Hoffman-
Hennon Company are the architects.
Chicago, 111. — Crawford Building Cor-
poration will erect a new $1,000,000 the-
atre for Ascher Brothers at Roosevelt
Road near Crawford avenue. C. How-
ard Crane and Kenneth Franzheim are
the architects.
*
Chicago, 111. — An office building and
motion picture theatre to seat 2,500 will
be erected at Belmont and Milwaukee
avenue, according to C. A. Johnson
Realty Company.
*
New York, N. Y. — A. L. Erlanger has
completed arrangements for the erection
of a seven-story building at 447 W. 49th
street, to be used for the making and
completion of all kinds of theatrical pro-
ductions.
*
Madison, Wis. — This city is to have
a new $60,000 motion picture theatre.
Plans have been filed by Charles Weigel.
*
Leavenworth, Kan. — Carl Mensing an-
nounces that he will rebuild the Lyceum
theatre, increasing the capacity from 800
to 1,500.
*
Portsmouth, O. — Architects Devoss and
Donaldson H. Ryan are contemplating
the building of a new theatre here.
*
New York — C. Weinberger has plans
for a two-story theatre to cost $75,000, to
be erected at 2nd avenue and 79th street
for 79th Street Amusement Corp.
*
Modesto, Cal. — The garage owned by
M. M. Shelly will be remodeled and with
the lot adjacent turned into a motion pic-
ture theatre at a cost of $25,000.
New York — Morris Weinick and Jupi-
ter Realty Company have filed plans for
a theatre and stores to cost $150,000.
John J. Dunnigan is the architect.
*
New York — Henry O. Havemeyer,
Fredcrico Lage, William Cutler and
Robert J. Davidson are promoting the
building of a theatre, to be modeled after
the Cameo, to serve the vicinity of Suf-
fern and Mahwah.
*
Dallas, Tex. — A new motion picture
theatre will be built at Oak Cliff by G. R.
McHenry. The building will cost ap-
proximately $27,000. Mr. McHenry will
operate the theatre.
*
Milwaukee, Wis. — Garden Theatre
Company has been incorporated and will
build a new theatre, to seat 1,400. In-
corporators are Leo A. Landau, mana-
ger of the Alhambra, Charles Koch and
John Finger.
Openings
Boston, Mass. — Marcus Loew has
opened his newest theatre, the State. The
new playhouse represents an outlay of
$2,000,000 and is one of the most preten-
tious in New England.
*
Fairhaven, Mass. — Whitfield's Premier
theatre, under the management of Fair-
haven Amusement Company, has been
opened.
April 1, 1922
EXHIBITORS HERALD
83
Willimantic, Conn. — The Strand thea-
tre, the fourth in this city has been
opened.
*
Brea, Cal. — The Red Lantern theatre
has been opened by Mr. Schessinger.
*
Wortham, Tex. — The Palace, new
$50,000 theatre has opened its doors.
*
Appleton, Wis. — Frank W. Fischer,
owner of theatres in Illinois and Wis-
consin, has opened his playhouse here.
Ownership Changes
Chatsworth, III.— William O'Malley has
purchased the Kozv theatre from Themer
Bros.
Hartford, Mich. — The Wapaco theatre
has been purchased by Joe Cechowwiez
who will make his home here.
*
Independence, Kan. — Murray & Dar-
rah, who have jointly owned the Quality
theatre, have sold the playhouse to
Weaver and Southwick of Manhattan.
*
Dowagiac, Mich. — The new Century
theatre and the Larkin theatre are now
controlled by Larkin Theatre Company,
of which J. F. Potts is president.
*
Centerville, la. — George Bartle. who
until recently had an interest in the
Orpheum theatre, is now manager-in-
chief of the playhouse.
*
Urichsville, O. — Cowan and Rudolph,
owners and managers of the Vale thea-
tre here and the Pictorium theatre in
Dennison, have taken over the manage-
ment of the Grand theatre in Dennison.
■ *
Thomas, Okla. — C. C. Galloway has ac-
quired title to the Palace theatre and will
make this city his home.
Sheridan, Wyo.-'Tom Kerby. Sherman
Welton and J. R. Shannon have taken
over the ownership and management of
the Orpheum and Gem theatres, having
closed a deal with Ben Collier.
Mt. Clemens, Mich. — The Macomb
theatre has been transferred to the con-
trol of the Bijou Amusement Company,
lessees.
CLASSIFIED
Five Cents per Word Payable
in Advance. Minimum Charge,
$1.00
EQUIPMENT FOR SALE
FOR SALE— One SxlO Minusa Gold Fibre
Screen — A-l condition, boxed readv to ship. Price
$35.00 f. o. b. Mt. Dora. W. F. Hording. Mt.
Dora Florida.
FOR SALE— Two Sixty Volt D. C. 12 inch
fans, $15.00 each. new. One 110 Volt A. C. Sim-
plex 50 Ampere Rheostat, new $25.00. Princess
Theatre, Berthold, Xo. Dakota.
EQUIFMENT WANTED
WANTED— 400 Opera Chairs and good Piano.
Must be bargains and in good shape. \V. F.
Hording. Mt. Dora, Florida.
WANTED TO BUY— Old Model Chicago Stage
company's single arc floor lamps in good condition.
E. Neumeyer, 3159 Indiana Ave., Chicago, 111.
SALESMAN WANTED
WANTED — Salesman acquainted with buyers
and who can obtain orders for sales check books,
can make favorable commission arrangements with
leading Chicago concern in this line. CHICAGO
SALES BOOK CO., 337 W. Madison St.
FEDERAL
ELECTRIC
SIGN
This beautiful Federal Electric
Changeable Letter Silveray Sign
catches the eye of people who pass
within blocks of your theatre — its
attraction board with its easily read
changeable letters of raised milk-
white glass on a strong dark back-
ground announces the special attrac-
tion for the day.
Twelve Months to Pay.
Think of it! The first payment
brings you the sign — you have one
year to complete payments. Do
not delay — Mail in coupon today
for full information, price and free
sketch, showing how your sign will
look. No obligation. Do it Now!
FEDERAL ELECTRIC COMPANY
(Representing Federal Sign System Electric^
8700 South State Street, Chicago, 111.
Please send me full information, free sketch and price of a Changeable Letter Silveray
Sign for my theatre. Explain your 12 months to pay plan. EH_4
Sign to project over sidewalk? Width of sidewalk?
Letters on one side or both sides of sign.
Sign to be erected flat against building?
Sign to be attached to Marquise or Canopy?
Name City
Street and No State
Name of My Theatre
Federal Electric Signs are the cause of a busy street — not the result
84
EXHIBITORS HERALD
April 1, 1922
THE WORLD PREMIERE SHOWING IS
NOW SMASHING ALL RECORDS AT
BARBEE'S LOOP THEATRE
Ralph Obenchain
WHO HAS RECEIVED MORE FAVORABLE NEWSPAPER PUBLICITY THAN THE PEACE CONFERENCE
IN CHARLES R. SEELINGS THREE REEL PRODUCTION
"THE MAN IN A MILLION"
-WITH-
MADALYNNE CONNOR ODENCHAIN
A TRUE STORY OF REAL LIFE FAITH
fully portraying the devotion of Ralph
Obenchain, whom the American public have
proclaimed "The Man In A Million."
"A GOOD AUDIENCE PICTURE EXCEPTIONALLY
WELL HANDLED— ABOVE REPROACH AS SCREEN
ENTERTAINMENT." — EXHIBITORS HERALD.
810 SOUTH
WABASH
AVENUE
DISTRIBUTED IN CENTRAL WEST BY
CLYDE E. ELLIOTT telephones
AMUSEMENT ENTERPRISES HARRISON
CHICAGO
8157 8158
CHICAGO TRADE EVENTS
Plough New Manager
For R-C in Chicago
Resigns Presidency of Gaety
Hippodrome to Assume
New Duties
C. R. Plough, veteran Chicago motion
picture man, has been made manager of
the local exchange of R-C Pictures Cor-
poration. Mr. Plough assumed his new-
duties Monday. March 20.
A. J. Gallas. who has been in charge
of the office, will take command of the
sales department.
Is Pioneer in Business
" Pop" Plough, the name by which he
is well known among the old-timers, has
been identified with Chicago's motion
picture progress virtually since its incep-
tion. He started in the film business 15
years ago as manager for William H.
Swanson Company. Later he opened the
Anti-Trust Film Company, which he
conducted three years, when he sold out
to Universal, remaining with that com-
pany for four years.
Resigns Present Connection
Mr. Plough left Universal to devote
his interests to the Gaety Hippodrome
Company, the presidency of which he has
resigned to accept the position as man-
ager of R-C exchange.
Treasurer of National
Exchanges Visits Branch
D. A. Kelly, treasurer of National Ex-
changes, Inc.. was in Chicago last week,
calling on Carl Harthili. manager of the
local Cosmopolitan National Exchange,
at 738 South Wabash avenue. Manager
Harthili states business is already hum-
ming at the new exchange. He has
added George West, erstwhile Reelcraft
sales representative, to the sales force.
Mr. West will call on the city trade.
Visits Film Row
Nathan Hirsch, president of Aywon
Film Corporation, spent the week-end oi.
Chicago's film row. and left for Los An-
geles March 13 for an extended visit.
J.E.WILLIS
TlM CRAFT
TRAILERS
ONLY -ORIGINAL FILM-TRAILERS
DO NT BE FOOLED BY CHEAP IMITATORS. v
QUICK SERVICE - OUR MOTTO
— *WE MAKE EM WHILE YOU WArT^-
0N EVERY PICTURE RELEASED.
WRITE -WIRE -OR RHONE.
TELEPHONE HARRISON ZZ78
34 EAST EIGHTH ST.
CHICAGO
C. R. PLOUGH, who succeeds A. J.
Gallas as manager of R-C Pictures Ex-
change, Chicago. "Pop" Plough has
been in the business fifteen years.
Chicago Theatre to Show
Johnson's Jungle Picture
Syd Goldman, district manager of the
American Releasing corporation, has
closed negotiations with Balaban and
Katz whereby Martin Johnson's "Jungle
Adventures" will be given its premiere at
the new Chicago theatre.
Balaban and Katz will also show the
short feature at all of their other houses
and it has been booked over the entire
Lubliner and Trinz chain.
Harry C. Miller Will
Have Use of Both Eyes
Harry C. Miller, manager of the Wind-
sor theatre, 1225 North Clark street, who
nearly lost his sight as a result of an
accident a week ago, has left the Poli-
clinic Hospital with his sight completely
restored.
Miller was struck in the eyeball by a
nail, shot from a rubber band by a small
boy, who was attending the theatre. His
accident is expected to result in drastic
action against rowdies, regardless of age.
Kramer in K. C.
Louis P. Kramer, who has been han-
dling the exploitation for Universale
big special, "Foolish WTives," has been
assigned to Kansas City, Mo.
Elgin to Have Six
Playhouses by Fall
Numerous Other Theatres
Are Being Built
Down State
Elgin, which a year ago had but two
motion picture theatres, is certain of five
playhouses by this fall and may have six.
A. C. Muntz and Charles L. Garrison
have purchased property in Grove avenue
and will build immediately. Ralph
Crocker, owner of the Star theatre at
Elgin, recently announced the purchase
of an adjoining lot upon which he
planned to build a 1.500 or 2,000 seat
house.
Hit by Fire and Cyclone
Two years ago, the Grand theatre in
Elgin, operated by the Thielen circuit,
was completely destroyed by a cyclone.
A short time later, Vanston's Temple
theatre was gutted by fire.
This left Crocker's Star theatre and
Rorig's Orpheum as the only places of
amusement in the city. Since then, the
Thielen circuit has erected the Rialto and
a new theatre, the Grove has been
opened.
The theatre building is accounted for
by the fact that Elgin is one of the few
cities in the country not hit by the re-
adjustment. Its big watch factory has
worked steadily paying employes bonuses
in addition to high wages.
Other Theatres Planned
Other theatres announced recently in-
clude playhouses at DeKalb, Benton,
Marengo, Murphysboro, Mounds, Lin-
coln, Elksville, 111., as well as a number
of big projects in Chicago.
The story of the opening of a fine new
theatre at Hoopeston, 111., appears in the
"Theatre Equipment" department this
week.
Charles Rogers Here
Charles R. Rogers, general manager
of distribution for R-C Pictures, called
on the Chicago office March 16.
Advance Indications
On Convention Here
Are Very Favorable
William J. Sweeney, organizer for the
Illinois Motion Picture Theatre Owners,
looks for an exceptionally large attend-
ance at the league's convention to be
held in the West room of the Sherman
hotel, April 4 or 5.
Despite unfavorable business condi-
tions, down state members have sent
assurances that they will turn out strong
and the membership in Chicago is larger
at the present time than it has been for
several years.
"Exhibitors generally feel that there is
greater need for an organization now
than any time before," declared Mr.
Sweeney, "and they are showing an
enthusiasm seldom equalled in many
•years experience in organization work."
86
EXHIBITORS HERALD
April 1, 1922
r
CHICAGO PERSONALITIES j
\\ . F. Seymour, Hodkinson supervisor
for the Central West, was spotted along the
Row last week, coming on from Cleveland.
Looks like Spring is here sure with golfer
Seymour back looking over our famed
courses.
* * *
That gang from the Chicago city — Pathe
branch — are sure going after business with
fire in their eyes and from present indica-
tions looks like this team will be right on
top when the business of the Paul Brunet
anniversary contest is terminated. Best o'
luck, lads ! !
* * *
Charles H. Ryan, manager Garfield the-
atre, gave away very pretty reminders of
Erin's big day to his many patrons. Shure,
Charley, pwhisper — is it a wee glance of the
ould home?
* * *
After paging D. A. Kohn for sometime
we hear he is cleaning up for the Clyde
Elliott exchange with their feature offering,
"The Lady of the Dugout." Our best,
Arnold, let's hope it continues.
Just heard that youngster Tom Mitchell
has taken on a side line. While he has but
a few spare moments between sales on the
Progress Pictures output, "the Kid" claims
he has the best line of typewriting machines
in the market. Messrs. Kauffman, Plough
and Lucas might look into this matter.
* * *
Another smiling personality in E. S.
Rowley has been added to the sales or-
ganization of the Celebrated Players.
With the popular following that pal Row-
ley sustained with the local Realart clien-
tele, he should make a grand slam with
this live independent exchange. He's in
charge of features for the city theatres.
* * *
That was some financing slipped over on
Charley Miller of the local R-C Pictures
exchange the other day. Should anyone
desire to know and crave real spaghetti,
Charley knows where to get fortv cents'
worth any old time for $6.45. Tips are
barred, too!
* * *
Understand that big "Bill" Wein-
shenker rode the "elephant" the other night
making the Blue lodge. Latest reports from
the hospital inform us the "elephant" is on
the mend.
By Mac
W ANNOUNCEMENT
ANNOUNCEMENT
TRAILER/
/ -ARE MODE WITH OS MUCH |
' CARE OS THE BIGGEST
' PRODUCTIONS OND AS
BEAUTIFUL .
-THEY ARE MORE ELAB-
ORATE AND ARTISTIC
THAN ANY OTHER FORM
OF. ANNOUNCEMENT
- AND BY
THE CHEAPEST.
TINTIN8 IS
FREE
8
PERI
FT\
Jack Mallace has resigned from the R-C
Pictures exchange to take charge of ship-
ments for the American Releasing Corpo-
ration, succeeding Herman Abrams, who is
now a full fledged purveyor of films for
manager Joe Campbell of the local sales
force.
* * *
Paul Rutishauser, manager of the Vir-
ginia theatre, claims to have saved another
World war veteran. Must be the handsome
"shave" from the Unity Photoplay exchange,
B. T. Phelps, for he apparently has entirely-
recovered from his recent cold.
* *
Perce Barr is now associated with the
local Educational exchange, having recently
resigned from the Goldwyn exchange.
Understand Perce will cover the same terri-
tory for his new affiliation.
* * *
Ben Edelman is hitting the steel trail
again having just signed with the local
Goldwyn office to call on the Illinois ex-
hibitors throughout the state. Great,
Bennie, go to it ! !
H. E. Schottmueller, former Illinois
representative for Goldwyn, has been
transferred to the city sales and will call
upon Chicago's West Side theatres.
* * *
Jim Salter, manager of the Village the-
atre, Wilmette, 111., is fast acclimating him-
self to his aristocratic environs. Business
MUST be good, for the genial big fellow is
now driving down Sheridan Road and
through the Gold Coast, en route for the
local Row to attend to his bookings, com-
fortably ensconced behind the wheel of his
brand new "Baby Cadillac." Oh yes, 'tis
a coupe AFFAIR ! !
* * *
Ed Barrett is again on the sick list with
"Col." Fitzpatrick sitting in his chair as
manager of the Pastime theatre. What's
the idea, "Col.?'' Understand you and your
neighbor the Star are scaling prices down-
ward.
* * *
We have just learned that Eddie Bar-
bour, popular and well known sales repre-
sentative, has been stricken with a severe
illness, being confined to his home for the
past several days. C'mon lads, let's get
busy and give our ol' buddy the glad hand
and hope for his speedy return to health !
* * *
Kinda looks like ol' days to lamp "Pop"
Plough back again at the managerial helm.
Of course, we sympathize with Messrs.
Lucas & Kauffman but the exercise of
footin' it from the Consumers building to
the local R-C Pictures branch is bound to
show results.
Finds Demand for Films
Of Current Arliss Type
Bert Adlcr, special representative for
Distinctive Productions, Inc., starring
George Arliss, has returned from a four
weeks' trip in which he visited Chicago,
Minneapolis, St. Paul, Seattle, Portland,
San Francisco, Los Angeles, Salt Lake
City, Denver and Omaha. Mr. Adler
called at United Artists exchanges dis-
tributing the Arliss pictures, and also
exhibitors who arc showing it.
Mr. Adlcr says there is a real demand
for high-class comedy features such as
the current Arliss publication, "The Rul-
ing Passion."
LARRY TRIMBLE, who directed "The
Silent Call," presented by H. O. Davis
through Associated First National, is at
work on "Brawn of the North," another
dog picture in which "Strongheart" will
be featured. Jane Murfin is associated
with Mr. Trimble in his new picture.
Distributing Firm in
Michigan Incorporated
To Issue Arrow Films
D. D. Dickerson of Detroit, Mich., an-
nounces the incorporation of Progress
Pictures Company, with offices located at
304 Film Exchange Place, Detroit, for the
distribution of Arrow's James Oliver Cur-
wood productions; a series of fourteen
Arrow Jack Hoxie Western features and
"The Stranger in Canyon Valley," star-
ring Edythe Sterling.
Mr. Dickerson formerly published
through Photoplays but has now
branched out for himself and announces
that he intends to concentrate on Arrow
productions exclusively. Mr. Dickerson
predicts a rapid return to normal of
business conditions in the film industry
in Michigan.
Hodkinson Man Calls
P. N. Brink, manager of exchanges for
W. W. Hodkinson, arrived in Chicago
March 16 and, after a conference with
Ralph Simmons, Chicago branch man-
ager, left for New York.
Stuckel Joins "U"
H. Elliott Stuckel, former well known
Chicago newspaper man, who has con-
ducted an advertising agency at Butte,
Mont., for several years, has joined the
staff of George Brown, general advertis-
ing manager of Universal, at the New
York offices of the company.
The Only Way
My process of conservation
of new films and effective
renovating assures the
exhibitor a film in per/erf
crtJHfon to his patronage.
Increased earnings to
exhibitor and producer.
A. TEITEL
804 Se.Wsbtsh Ave.. CHICAGO
fine Exhibitors to Get Trip to Coast— Page 55
i
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It),,
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now
listen
Every Show
Is a Good Show
If Keaton
Heads the Bill
Joseph M. Schenck presents
BUSTER KEATON
35
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>
l lilt x
I , /, I
"(II
"The Boat"
"The Cops"
"The Paleface"
"The Playhouse"
Written and Directed by
Buster Keaton and Eddie Cline
A First National Attraction
Released on the Open Market
>)>>
}})}>>}
LIV, No. 15
Entered at tecond-cla-'S matter
UART1N J. QUIGLEY, PUBLISHER
, 1917, at the Post Office at I hi. -mo, /».
wwdfr the Art o1 Ulirrk
April 8, 1922
THE MARVELOL
Carl
Laemmles
presentation of §
Smashing Record
THEATRE
CITY'
SEATING-
CAPACITY
*PR0WJC
Capitol
NewVbrk
5300
FoolishW
Aldine
Philadelphia
1450
Foolish Wi
Mission
Los Angeles
872
FoolishW
Criterion
Oklahoma City
1900
FoolishW
Park
Boston
9 SO
FoolishW
Roosevelt
Chicago
16SO
FoolishW
Criterion
Buffalo
I400
Foolish V
Butterfly
Milwaukee
U70
FoolishW'
Imperial
San Francisco
1450
FoolishW
JeAHNG CAPACITY 16,172
S3Si
|PER -JEWEL
Everywhere /
P. E S U IL T
22466
All World's Records Smashed
5137
Police Closed Box-Office
3227
Now in its 6th Week
li 3920
Thousands Turned Away
4Z25
Police Called Out
6375
Played 4- times its Capacity
3009
Created a Riot
4016
Absolute Sensation
i\l5306
Frisco Creates New Mark
I TOTAL OPENING
I DAY!1 ATTENDANCE
76 CASH PRIZES
FREE tor EXHIBITORS
-lor the best exploitation ideas
in connection with the greatest
Chapter Play ever produced :
Universal offers Exhibitors 76 prizes
— $1750. will beolven away durind each
of the months of April , May, June ana July .
FULL DETAIL/
April 8. 1922
EXHIBITORS HERALD
5
"A smashing good melodrama. The cast
is without a flaw. The people act like real
people. The best all-round romantic melo-
drama we have seen in a long time." — Har-
riette Underhill, New York Tribune.
"A picture thoroughly worth while. One
of the best film attractions seen on Broadway
in some time. Commands attention at the
start and holds the interest to the final fade-
out. Not a dull moment. Love interest is well
upheld; cast well chosen; direction beyond
criticism. 'Fair Lady' can be recommended as
sterling photo-dramatic entertainment. A pic-
ture that can only bring praise to all concerned
in its making." — R. W. Bar em ore, Morning
Telegraph.
"Thrill follows on thrill. Love interest of
a high degree of intensity. Sumptuous in-
teriors."— New York Journal.
"An absorbing photoplay, distinguished by
effective acting. It will be a popular picture
wherever shown. 'Fair Lady' ought to do
well." — Quinn Martin, New York World.
"A thrilling moving picture drama. No-
tably good cast. A story based on actual facts.
Has a particularly human appeal." — Evening
Telegram.
"The picture is a good one; the story well
suited to the screen; has been skillfully done.
A story of adventure and romance." — The
Globe.
"A stirring melodrama exceedingly well
played. Will make the pulses quicken. Has
a strong thread of romance. An exceptionally
interesting as well as thrilling film. Every
player fits perfectly into the character." —
Evening Mail.
TDhifman J3enneft presents
REX BEACH?
romance
Sfounded on his famous novef
'Dhe sfef%
Directed by Kenneth Webb
Jcenario by Dorothy 3arnum
UNITED AETLTTJ~ CORPORATION
MAQY PlCKrOfiD • CHARLIE CWAPUN • DOUGLAS rAIRDANICT • D.V GfiirriTW
HIRAM ADfiAMJ- • PRESIDENT
Gentlemen. Iti
TREMENDOUS — is but one of a whole dictionary ,of adjectives'that
adequately describes "THE VERMILION PENCIL." It's the 4
smashing big attraction for the 1922 opening Spring Season that will
put thousands^of theatres on the map. It's the big attraction
that exhibitors can scream from the house-tops and make good on
every promise.
Gentlemen, here's a real box office knockout. If you doubt us ask the
B. F. Keith interests who have booked "THE VERMILION
PENCIL" for 80 solid days. Ask ,the manager of New York's 81st
Street Theatre where one of the greatest audiences of the year
sat pop-eyed in wonderment as this mighty symphony of emotions
swept across the screen. A fortune was lavished on "THE VER-
MILION PENCIL" by R-C Pictures to give you this sure fire
opportunity to get the money.
A BOX OFFICE SMASH NOT SURPASSED
mendous
Not just one spectacular episode, but a whole smashing upheavaf of
thrills around which is entwined gripping adventure and a won-"
derful love story. And exploitation possibilities galore. A volcanic
eruption and earthquake merged into one overwhelming catas-
trophe— blazing rivers of molten lava — veritable rivers of fire sending
thousands of natives to their deaths — an entire Chinese province
swept off the face of the earth — scenes in which Sessue Hayakawa
and Bessie Love and others risked their lives to give your pa-
trons unforgettable thrills — photography exquisite — scenes of won-
drous beauty — all combined into one colossal smash drama,
unsurpassed by any picture of the present season. Don't wait.
» Don't delay. Be first in your territory to show this giant 1922
knockout in your house.
It's an R-C Picture
SEE DomTllyC among"
/ondoris Aristocrats
SEE OomlTlyc searching
the Tfprthtfest fbr
adventure
JJnd the Worthiest provides
him vfith adventure
<x~plenty%
Do not fail to see
the thrilling battle
under Water
Frank Tuttle & Fred Waller Jr.
present
Glenn Hunter
CRADLE BUSTER
Juttle -'Waller production
LIFE, the national weekly, says: "The
Cradle Buster" has a graceful, refreshing
point of view all too rare in the mechanical
movies ground out in the Hollywood hills.
The story and its handling show intelligence
and skill; a most encouraging production.
EXHIBITORS HERALD, Chicago: Glenn
Hunter gets a good start in "The Cradle
Buster" and following this with others
means that American Releasing has "a
good bet." You will like Hunter and the
story. It is a hilarious comedy-drama.
And WE say: "The Cradle Buster" is the best American
comedy-drama made in America since "23V2 Hours Leave."
s
R
ELEASINC
ncan
CORPORATION <
*AI ttiM I <,(/llNI. I tl -JlAVklN.
FLOWER OF THE NORTH
"JAMES OLIVER CURWOOD
▼ ▼
THE SON OFWALLINGFORD
^ WITH AN ALL STAR CAST
Written dud Dirccti'cf />»-
Mr «w Mrs. George Randolph Chester
Authors of Get &ieh Qu/cAyVa/f/wy/'orr/" ^ \
VITAGRAPH m
ALBERT E. SMITH President
X
ALBERT E. SMITH Presents
ALICE CALHOUN
in
Adapted from the famous s
JAMES M.BARPE
Directed by DAVID S
VUAGRA
Reproductions of 24-sheets on three specials that are going big.
Have you reserved dates for these three big specials?
A GEORGE KEARN PRODUCTION
8Y PRODUCERS PICTURES
C OR PORATIO F*/""">
*1>
PhysicXuJistributors
An Opinion Straight
From The Box Office
'/will say with all sincerity
that to my mind
is ihe most impelling photoplay*
since The Miracle Man/
William A Howe.
William A. Howe,
Glendale Theatre,
Glendale, Calif.
Pathe Exchange
INC
ribuied by
Associated Exhibitors inc
Arthur S.Kane President
foreign Representative
sto/^ey gar a err
DR. W E. SHALLENBERGER
You are doing Exhibitors
a reat service in
releasing the Big
^ Business opportunity
Bk "TEN NIGHTS IN
A BARROOM."
ft
Sunshine
Harbor
Directed by Cclcoard -Hemmer
« M H/ith m
/nargaretr
DeeGher
a new screen beauty, anob
an exceptional cast
A
\t
presented and Distributed
0>y VI ay goers T^/ctures
Foreign RepreseniaC/i/e '
Sidney Cyarreii-9
Physical Distributors
Pathe Exchange
"SUNSHINE HARBOR" speeds
with the spirit of the Modern
Girl ! It reflects her bound*-
less energy, self-reliance,
ambition, vivacity and saucy
charm! It radiates action,
adventure, heart-throbs!
14
EXHIBITORS HERALD
April 8, 1922
Why?
Why did the world's greatest poets harp upon
SHADOWS
Shakespeare wrote:
"Life's but a walking shadow."
Omar Khayyam:
"We are no other than a moving row
Of magic shadow shapes that comeand go,"
SHADOWS
have dominated the thoughts of mankind since the
dawn of reason, and now, flickering upon the silver
screen, they provide the dominant form of entertain-
ment for the human race.
In general, there is something obscure, insubstantial,
about shadows and this holds true to a great extent in
the employment of light and shadows in producing pic-
tures on the screen. However —
SECOND NATIONAL
PICTURES CORPORATION
by earnest and intelligent effort and systematic methods,
has cleared away some of the confusing shadows from
the motion picture industry, and that is —
WHY
it is able to offer some of the best pictures ever filmed,
on attractive terms.
"The Night Riders" "Her Story"
"David and Jonathan"
Second National Pictures Corp.
140 West 42nd Street New York
Proven Prosperity
T N the following pages you will find
-■•announcements of seven Paramount
Pictures, chosen out of hundreds be-
cause they are the seven greatest box-
office pictures ever released by Famous
Players-Lasky.
Every one of them broke records
when it was shown. Every one of
them was acclaimed universally as a
masterpiece. Every one is remem-
bered by public and exhibitors as mar-
velous entertainment.
ing about for two years. Give them
a chance to repeat that wonderful
thrill they experienced when they first
saw them !
That's what Hugo Riesenfeld is do-
ing, in the Rialto Theatre, New York.
He's showing these seven during the
week of March 26th. And it's an idea
that every theatre in the country can
profit by following.
Give your patrons a week 'in which New prints and a complete line of
to see the pictures they've been hear- accessories ready at all exchanges.
(paramount (pictures
MAYFLOWER, PHOTOPLAY CORP.
PRESENTS
Oeowe Loane Tuckers
PRODUCTION
*The
Miracle Man
UNIVERSALLY admitted to be the
greatest motion picture ever made.
The picture that made everyone famous
who was connected with it.
Everyone who saw it wants to see it
again. Everyone who didn't wants to
see it now.
The cast includes Thomas Meighan,
Betty Compson, Lon Chaney and J. M.
Dumont.
From the story by Frank L. Packard and the play by
George M.Cohan
(X (paramount Q>icture
16
EXHIBITORS HERALD
April 8, 1922
ADOLPH ZUKOR PRESENTS A
qe Mizmaunce
J Production
*OnWith
the Dance
ONE|of the most gorgeous, thrilling,
elaborate pictures ever made. Gowns
and sets that have never been surpassed,
and a heart story that will never be
forgotten.
This] is the picture that made Mae
Murray famous — and made big money
for every exhibitor who showed it.
From the play by Michael Morton.
Scenario by Ouida Bergere.
(X (paramount (Picture
JESSE L. LASKY PRESENTS
)eorqezMelford
's
Production
Behold
MyJWife!
EVERY exhibitor who showed this,
without exception, reported it a one-
hundred per cent success, financially and
artistically.
One of the most moving, appealing heart-
interest pictures ever made. "Willi a cast
including Mabel Julienne Scott. Milton
Sills, Elliott Dexter and Ann Forrest.
From "The Translation of a Sivaile" by Sir
(Gilbert Parker. Scenario by Frank Condon.
Ci (paramount (picture
;^Pfc-.'lAMOII-,IM \1 II , IHI'OR.M l( IN ;^ppfc-;
Aoril 8. 1922
EXHIBITORS HERALD
17
ADOLPH ZUKOR PRESENTS
cJohn ISam/more
@Dr. Jekyll
and Mr Hyde'
THE picture that broke all house rec-
ords in Holy Week at the Rivoli,
Xew York, and set a record that has
never been equalled to this day!
The greatest masterpiece of America's
greatest actor. From one of the world's
most famous stories.
1 From the story by Robert Louis Stevenson. .4 John S.
Robertson Production. Scenario by Clara Beranger.
(X (paramount Qieture
JESSE L. LASKY PRESENTS
Gecil B. De Mile 's
Production
*01d Wives
for New *
THE first of Cecil B. DeMille's great
studies of married life.
When this epoch-making picture was
released there were fewer theatres and
fewer theatre-goers.
So there are thousands in every locality
who have always wanted to see it. Show
it to them now!
I From the novel by David Graham Phillips.
Scenario by Jeanie Macpherson
& (paramount (picture
18
EXHIBITORS HERALD
April 8, 1922
^4
^3-
JESSE L.LASKY PRESENTS
Cecil B.De Mille's
It
PRODUCTION
MahSiemdle
"T^OR sheer entertainment value,
this is a dramatic feast that
has never been surpassed.
It broke all records everywhere
when it was first released — and it
will break them again today!
From J. M. Barrie's play "The
Admirable Crichton." Sce-
nario by Jeanie Macpherson.
(X (paramount (picture
\ FAMOUS PIAYERS-LASKY CORPORATIONp
Ml.
JESSE L.LASKY PRESENTS
Cecil B.De Mille's
PRODUCTION
Dont Chanqe
lour ffusband
THE second and greatest of DeMille's
great studies of marriage. When
first released it created a furore of dis-
cussion that made it one of the most
talked-of pictures ever made.
Gloria Swanson, Elliott Dexter and Lew
Cody head the great^cast.
By Jeanie Macpherson
(X ^paramount Qicture
I AMI HIS I'l V. I Hs I V-M I I IK1'< IRANI IN
i
The Stop, Look and See Six Sheet of
Episode 1
Charles
The Eye-Grabbing Six Sheet of Episode 2
TCHISOh
S/cz/j/ King
Jroafaceo( cxm
D/recfecL
Thrills
thrills
Pafheserial
The Breath-Catching Six Sheet of Episode 3
jo-Get-'em
Hutch"
<7fie M//e~A~Ai/nu/e
Pct/fieser/a/
V (jeorgPe B.
„ENSOR
PROOF
Pafheserial
The Sensational Six Sheet of Episode 4
The One Sheet of Episode 4 That Will Fire the
Interest of Everyone
A Masterpiece of Action; the Six Sheet of
Episode 5
EXHIBITORS HERALD
April 8, 1922
CAP'N KIDD
Directed by J. P. MacGowan
POLO'S FIRST INDEPENDENT SERIAL!
15 Chapters of Furious Fighting— Thrilling Stunts
on Land and Sea— Real Feature Settings.
POLO'S GREATEST SERIAL!
Now Ready for Release!
STAR SERIAL CORPORATION
1600 Broadway joe brandt- Pw. Telephone
NEW YORK BRYANT 6212,
EDUCATIONAL PICTURES WEEK
FOR
KISS ME CAROLINE
featuring BOBBY VERNON
A SEASIDE SIREN
featuring FAY TINCHER
SEVEN BALD PATES
featuring BOBBY VERNON
STRIKING MODELS
featuring FAY TINCHER
A HOMESPUN HERO
featuring BOBBY VERNON
MR. FATTMA
featuring EDDIE BARRY
HEY RUBE
featuring BOBBY VERNON
THE RECKLESS SEX
featuring DOROTHY DEVORE
RED HOT LOVE
Maturing NEAL BURNS
SHORT AND SNAPPY
Maturing BOBBY VERNON
LET ME EXPLAIN
eaturing VIORA DANIEL
SOUTHERN EXPOSURE
eaturing NEAL BURNS
DON'T BLAME THE STORK
'eaturing HARRY GRIBBON
DUT FOR THE NIGHT
'eaturing EDDIE BARRY & NEAL BURNS
SHUFFLE THE QUEENS
eaturing EDDIE BARRY & NEAL BURNS
30ING THRU THE RYE
eaturing BOBBY VERNON
vVEDDING BLUES
eaturing NEAL BURNS & VERA STEADMAN
3ACK FROM THE FRONT
eaturing BOBBY VERNON
APRIL 16-23
"Exhibitors' Prosperity fVeek"
DINING ROOM,
KITCHEN AND SINK
featuring FAY TINCHER
MOVIE MAD
featuring
NEAL BURNS & DOROTHY DEVORE
NOBODY'S WIFE
featuring
EDDIE BARRY & HELEN DARLING
MAN VS. WOMAN
featuring
NEAL BURNS & DOROTHY DEVORE
SCRAPPILY MARRIED
tea turing
HARRY GRIBBON & HELEN DARLING
SNEAKERS
featuring
NEAL BURNS & DOROTHY DEVORE
NOTHING LIKE IT
featuring DOROTHY DEVORE
OH BUDDY !
featuring NEAL BURNS
IN FOR LIFE
featuring VIORA DANIEL
EXIT QUIETLY
featuring BOBBY VERNON
A PAIR OF SEXES
featuring NEAL BURNS
PURE AND SIMPLE
featuring BOBBY VERNON
NO PARKING
featuring NEAL BURNS
HOKUS POKUS
featuring BOBBY VERNON
'TWAS EVER THUS
featuring VIORA DANIEL
OH, PROMISE ME!
featuring NEAL BURNS
'TIS THE BULL
featuring BOBBY VERNON
FAIR ENOUGH
featuring DOROTHY DEVORE
FALLING FOR FANNY
featuring EDDIE BARRY
SAVTNG SISTER SUSIE
featuring DOROTHY DEVORE
FRESH FROM THE FARM
featuring BOBBY VERNON
KISS AND MAKE UP
featuring
HELEN DARLING & EARL RODNEY
A BARNYARD CAVALIER
featuring BOBBY VERNON
ONE STORMY KNIGHT
featuring DOROTHY DEVORE
A RAMBLING ROMEO
featuring NEAL BURNS
Forty-Three Gems of the Comedy Art
They are among
iducational's
Sfationally Adver-
ised Short Subjects
"THE SPICE OF THE PROGRAM"
They are among
Educational's
Nationally Adver-
tised Short Subjects
Reg. U. S. Pat. Off.
EDUCATIONAL FILM EXCHANGES, Inc. e. w. hammons, President
24
EXHIBITORS HERALD
April 8, 1922
It M>€t*fS to
MB E R T y
.**»****»
w ** »» *
.*.**•***» f *
JOHN M STAHL'S 'THE SONG OF LIFE'
CHRISTIE COMEDY "SAVING SISTER SUSIE
NEXT WEEK KATHERINE MAC DONALD
LiWrly Theativ
Pittsburgh.
Mi
Christie
Comedies
Available
April 1G-23
^EDUCATIONAL
April 8, 1922
EXHIBITORS HERALD
25
Comedies*
se pa^es would not
be^in to kold tke news-
paper reviews wkick
this year stated tkai a
Christie Comedy was
tke most enjoij able
pari of tke entertainment
oti tke pro^ra
It is happening every week
wkere best theatres are
booking Christie Comedies
<4M
"Comedy Steals Honors
The best part of the entertaining
bill at The Criterion this week is
the remaining numbers. Chief of
these is a Christie Comedy 'Oh
Buddy,' in which Neal Burns shows
real screen humor and Vera Stead-
man adds the aesthetic touches." —
From the Buffalo News.
PICTURES WEEK
OVlr Exhibitor
YOUR BEST FRIEND
Is A Box- Office attraction with a
Title which Lends Itself to Unusual
EXPLOITATION
HA I n . WHY GIRLS LEAVE HOME
We Uave You.~arvcL -school days'
Now We Offer You
Vera Gordon
YOUR BEST FRIEND
tA PowerPul Drama Elaborately Produced
Backed by Our
National Advertising Campaign
Produced by
HARRY RAPF
Directed by
WILLIAM NIGH
Distributed by
WARNER BROS
1600 BROADWAY, N.Y.
28 EXHIBITORS HERALD April 8, 1922
New T Exchanges
METROPOLITAN
NATIONAL EXCHANGES, Inc.
WALTER L. JOHNSON, President
729 Seventh Avenue, New York
COSMOPOLITAN
NATIONAL EXCHANGES, Inc.
WALTER L. JOHNSON, President
738 South Wabash Ave., Chicago, 111.
BUCKEYE
NATIONAL EXCHANGES, Inc.
WALTER L. JOHNSON, President
514 Film Building, Cleveland, Ohio
ST. LOUIS
NATIONAL EXCHANGES, Inc.
WALTER L. JOHNSON, President
3435 Olive Street, St. Louis, Mo.
NOW BOOKING
"Why Not Marry ?" with Margery Wilson.
One reel subject every week.
"The' Great Reward" serial.
Charles Ray Series.
Two reel comedy every other we-;
A Feature a Month.
Anril 8. 1922
EXHIBITORS HERALD
29
\ liter L. JoKn^orv presents
Sure cure for tk* &o*-offioe Wuei
new an°le on tk<?
eternal question that
interests all uouvrtt
Hearts from 6 to 60
told bi| an all star
cast of farceurs in
a fast "\Ovii\o Storvj
Get y©t^i*
Booking early'
IATIONAL EXCHANGES
t i
31 EXCHANGES
ik PRINCIPAL CITIES
398 FIFTH AVE
NEW YORK N.Y
A rare combination off comedy
and drama with awe-inspiring
situations teeming with sus-
pense.
A sky-rocketing comedy drama
depicting the adventures of a
traveling salesman in South
America that will set your
town AGOG. .*N°
^^^^^^^^^^
^^^^^ for Broadv
k or Main Str
SHOWMEN
l appreciate the explc.
* tion possibilities in play
an attraction of this stand
. J. BURNSID
itively the most gigantic, gorgeous,
brful and spectacular display of
! FIREWORKS
if presented in motion
tography.
With
J. FRANK
GLENDON
Directed by
JACK PRATT
ATTENTION — First Run
Theatres, Exchange Men and
Foreign Buyers.
i Applications now being considered
for territorial rights and play dates.
\ Wire, write or see me personally.
Hotel Astor, New York City
32
EXHIBITORS HERALD
April 8;
1922
The BONUS BILL
Passed the House.
Will Pass the Senate.
Means soldiers and
ex-soldiers will have money.
Means good business
all summer.
Celebrated will show
you the way.
Celebrated Players Film Corporation
810 South Wabash Ave.
CHICAGO
Toy Building
MILWAUKEE
Our Plan "A" shows the way
*0*
eft
tell I*
ople
un1
alf°T
"sU0M.i05ea »*
that
has
eng°!
A"'
ploz°
inle'
nlion
telutn
, the
illc to
le,
lose
da
a'
th
one
GcOTg'
lost
A^ir;;.heop^:bcsiF
mctu'e
ploy
d the
cety
hoUsC-
nig'
beat.
hi.
ahso
lutein
many ?
ptc-
1,0 sees oes » l°
the
par
tKei
thing'
^ most
^ . ;c he
be
of*
ding
consi(
all a11
gles
nle'
»>eU-' lot
com
det-
nt 10
this P"
ef»te'. ana to
its
aist'
bulo'5
^tS^<cao-lCCen
blesr, u;ho<""C
Unite'
Here
-lists-
ote
some
the
sons
be
Ilea
peoP
le g° '
;hed<
gice
,lhe
this P
clute
Us
olteslt
hos
mo5
I 0i<^
•nte'-
K rank: mC„l ««'u flf - pteae^ lr0ys ^
Fir
toiled
that
i
.thet
diy a
tnos
suje*
jWOSE who believe
fthatfhe revitalizafion
of the Motion Picture
is its strength of theme, the
compelling sincerity of its
acting and the f lawlessness
of its production are finding
DISTINCTIVE pictures in
every way worthy of the name.
Us
that
come'
thu
. lot'
Toll.P^thei^'1,
thePu^anoi
Jroos I iilliy X sue
o'° , -.jViont- 5U
tty
tno"'
inn1'
efil
pro'
olion*
^ono
0cu
type,
he<
Anient ty^oe
sioty
the
oily
.loes^" .v,e0P °n --ek^aphy. ;oNLV P";dustry i'°
Us
lock
the g,un
hace°;caiatilsl,7^an
Us
tte>r-^
theot'e e
-lute »
dhe
bos
UP- hW W.""<1""'"'
the «S
en
tics
pic
ils s
lotl-
d lflsl
Id lo-
sec
none-
doy
..Qisroe
0d^C '
U-'a
lien
on
this
mo(
liet
l)0«
mi?1
hi
plaz*
f ho"1
You-
reproduce herewith one of ihe most remark-
able advertisements in moving picture historij:
It is but another evidence to us that the
DISTINCTIVE IDEA of motion-picture
making is taking a firmer hold each datf- - - -
Distinctive "Productions.
366 MADISON AVENUE-
INC.
NEW yORK
34
EXHIBITORS HERALD
April 8, 1922
To See the
BOX OFFICE RECORD
The Whole Truth Is t0 realize that here ;s a
About 600 publication no exhibitor,
Pictures producer or distributor can
afford to be without.
In the BOX OFFICE REC-
ORD the exhibitors of
America register infallible
reports on six hundred pic-
tures in the current booking
market.
Apply At Once For Your
Copy — Gratis to Subscrib-
ers; $1.00 per copy to
others.
BOX OFFICE RECORD DEPT.
EXHIBITORS HERALD
1476 Broadway
NEW YORK
417 S. Dearborn St.
CHICAGO
453 S. Spring St.
LOS ANGELES
April 8, 1922
EXHIBITORS HERALD
35
A Thrilling Tale of Secret Agents
Battling with Border Smugglers
Arthur S. Kane presents
CHARLES RAY
In a new kind of Ray picture but
with his same lovable personality.
G a s— O i 1— W a t e r
Aeroplanes, autos and motorcycles add thrills
to fight of secret service men with Mexican
banditti and smugglers of Chinamen in a
picture filled with
Mystery— Love— Adventure
Story by Richard Andres; Photo-
graphed by George Rizard; Directed
by Charles Ray and produced by
Charles Rav Productions, Inc.
The latest Charles Ray pictures
are released on the open market.
They include, besides "Gas, Oil,
Water," "The Barnstormer,"
"The Deuce of Spades^' "Smudge"
and "Alias Julius Caesar."
All earlier First
National-Ray
pictures a r„e
Franchise Pictures.
Distributed by First National Exhibitors Circuit, Inc.
36
EXHIBITORS HERALD
April 8, 1922
You'll Hear the Merry Jingle of
Coins in Your Box Office Till
We'll let the reviewers tell you:
CASH IN OX THE
NAME OF THE STAR
"Not only have exhibitors the strong
cashing-in possibilities of the star's name,
but they may use to advantage the pres-
ence of a number of film favorites in the
supporting cast. Theatre managers, it is
almost unnecessary to say, know by this
time that Barthelmess' name means the
pleasing jingle of a steady placing of coins
on the box office till. And playing him in
this picture in your house as soon as possi-
ble after 'Tol'able David,' his finest work,
you will reap the benefit of the enthusiasm
created by that production.
"'The Seventh Day' is a pleasing enter-
tainment. The picture is invested with his
personality, which is saying much. Henry
King, the director, also injected good atmo-
sphere and staged the scenes in an expert
manner." — Moving Picture World.
BARTHELMESS IS
A REAL ACTOR
"This picture is consecutively interesting,
because it is set forth in a sensible and in-
telligent way. The same qualities that char-
acterized 'Tol'able David' and made it nota-
ble are evident all through 'The Seventh
Day,' particularly the genuineness and the
sincerity.
"Richard Barthelmess is a serious young
sea captain, and he lends an air of real
force and distinction to the role. He has
risen above the position of a mere matinee
idol and is now a real actor, for which he
deserves considerable credit." — Life.
STAR IS CAPABLE
AND SINCERE
"Director King has taken the company
to an attractive seaport town where prac-
tically the entire story is laid. There are
some pretty shots and the photography
throughout is excellent. Of course, the real
attraction of the picture is Barthelmess.
He is capable and lends a certain sincerity
to his playing that is unmistakable. Barthel-
mess' name and his performance is the
talking angle of first importance that you
should stick to." — The Film Daily.
WILL WIN FRIENDS
FOR SILENT DRAMA
"To those who doubted that Richard Bar-
thelmess could follow up such a fine picture
as 'Tol'able David' with another as good
we 'recommend they see 'The Seventh Day.'
'The Seventh Day' combines a good story
with excellent direction and when one adds
to this the capable playing of the cast and
the exceedingly fine photography there is
nothing more that could be asked for.
" 'The Seventh Day' is the finest of
cinema entertainment. It is clean, well done
drama ; in short, the kind of motion picture
that will win many friends for the silent
drama and a feature film that stands high
on the list of photo-dramatic productions."
— New York Morning Telegraph.
A CREDIT TO STAR
AND DIRECTOR
"Henry King has been consistently of
and in the picture game but until he came
through with 'Tol'able David' he had not
been identified as a director of exceptional
genius and imagination. 'The Seventh Day'
reflects an equal amount of credit on Mr.
King and his star, Mt. Barthelmess.
"He has evolved a picture that holds at-
tention by its scenic beauty, atmospheric de-
tails, bits of characterization and skillful
handling of a fine cast of types." — Motion
Picture News.
Inspiration Pictures, Inc., presents
RICHARD BARTHELMESS
IN
"The Seventh Day"
Story by Porter Emerson Browne; Directed by Henry
King; Photographed by Henry Cronjager; Art Director,
Charles O. Seessel.
A First National Attraction
1 8, 1922
EXHIBITORS HERALD
HANDS UP!
Billy Bevan was a bold, brave cop when
"On Patrol," but when Mildred June
threw him that naughty eye — pronto —
it was "hands up" !
It's hands up and hats off to Mack
Sennett for one of the funniest comedies
ever screened.
A Mack Sennett comedy is always "the
goods." But don't forget that his
new series, released through First Na-
tional, are his very best.
MACK SENNETT'S
Latest and funniest
"On Patrol"
With Billy Bevan
and Mildred June
If you haven't booked
his other First National
releases, do it NOW!
"THE DUCK HUNTER"
"BE REASONABLE"
"BY HECK"
Directed by Roy Del RutK
Distributed by Associated
First National Pictures, Inc.
Released on the open market !
Available to all exhibitors !
Sennett Two Reel Comedies are Headliners
A FIRST NATIONAL ATTRACTION
MARTIN J. QUIGLEY
Publisher & Editor
* ISSUE OF *
April 8, 1922
■■What Ab out Admission Prices?'
By MARTIN J QUIGLEY
'T'O a great number of exhibitors the subject
of admission prices remains a perplexing
question. Probably at no time since the com-
mencement of the industry has the subject been
surrounded with so many and varied difficulties.
Hence, in turning to this discussion we are ad-
dressing ourselves to a question that is uppermost
in the minds of theatremen everywhere.
Looking back upon the subject of admission
prices it will be remembered that the theatres of
the country, backed by forward-looking pro-
ducers, fought a long and desperate struggle to
lift the motion picture out of its earlier penny
arcade status by means of increased admission,
which made possible the modern theatre and the
modern motion picture. Bringing admission
prices up to the general pre-war level was a long
and arduous task which was only accomplished
. by the commercial daring of leading exhibitors.
Without the frequently perilous initiative shown
by these men, the development of the industry
would have been much slower and under the com-
mercial collapse of recent months a real crisis
would have been faced.
In accord with the general trend of price
tilting during the war and immediately following
the war, the exhibitor had a much easier time in
this respect. Increases in prices were in keeping
with the spirit of the times and whether there was
! or was not a good reason the public was indulgent.
UNDER the severe readjustment that has been
working out during the past year and one-
half, it is only natural that theatres in various
places have yielded to lower admission prices;
however, it is very notable that such instances
have been as few as they actually have been. Yet,
considering present conditions, it becomes a de-
batable matter whether exhibitors who have been
1 compelled to resort to heroic measures to main-
tain attendance under the old admission price
scale have pursued the wisest course. There are
many instances in which it would appear that
lower charges and a less expensive program would
have been a better business proposition.
One grievous error that has been fallen into
is the recourse to freak variety attractions in an
effort to maintain attendance and prices. The
record shows that this practice is without profit
from every angle: Under this scheme the public
has not been satisfied and the revenue from what
might be termed the artificially stimulated patron-
age has merely been handed over by the theatre-
man in payment for these freak variety attrac-
tions, leaving him very much in the position of
the man who is seeking to get somewhere, but
finds that he is running on a treadmill.
The industry protested — and rightfully —
that it was not guilty of wartime profiteering, that
the increased charges at the box office have been
strictly in keeping with the proportionate advance
in the quality and cost of the entertainment of-
fered. Hence the position of the theatres at this
time is very sound theoretically. Irrespective of
rental prices, the cost of producing pictures, the
distribution of them and the cost of operating
theatres have not yielded sufficiently from war-
time levels to warrant substantial reductions at
I lie box office.
YET this argument, however sound it may be
theoretically and in the abstract, does not off-
set the hard, cold fact that the public has less
money at this time to spend for entertainment
than for anything else. Hence the situation has a
practical complexion that not only merits, but
demands thoughtful consideration. The theatre-
man, as well as every other merchant with a com-
modity or a service to sell to the public, must meet
the conditions of the market irrespective of how
strong an argument he is able to introduce to
maintain former prices.
A theatre is more successful when playing to
capacity business than half houses, even though
the revenue in either instance be the same. It,
therefore, appears, first, that it is a useless en-
deavor to stimulate artificially by means of freak
attractions when such attractions do not give satis-
faction and do not leave a nrofit because of the
added cost; secondly, general business conditions
must be given effect in fixing current admission
prices regardless of any theoretical justification
to the contrarv.
40
EXHIBITORS HERALD
April 8, 1922
.MARTIN J. QTJIGLEY
PUBLISHER- EDITOR
Published every Wednesday by Martin J.
Quigriey.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois. (Tele-
phone: Harrison 9248-9249.)
New York Office: 1476 Broadway. (Tele-
phone: Bryant 1368 and Bryant 5111.)
Los Angeles Office: 453 South Spring St..
(Telephone 660-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, 93.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV April 8, 192:: No. 15
Programs being offered in many of
the larger theatres convey the impres-
sion that the exhibitors cannot quite de-
cide what they should give the public
and in the absence of being able to do
this they feel they are playing safe by
dealing out a miscellaneous assortment
of entertainment which makes up in
length what it lacks in quality.
Such programs appear to us as a con-
spicuous show of weakness on the part
of the theatreman and also a failure to
appreciate the fundamental appeal of
the motion picture. The importance to
the public, and at the box office, of
proper presentation, good music and an
occasional bit of interpolated variety
entertainment of a consistent nature
cannot longer be made the subject of
argument. This does not mean, how-
ever, that there is reason or excuse for
the elongated, boresome programs that
are to be found in various of the larger
theatres.
We have in mind the instance of one
of the larger Chicago neighborhood the-
atres during a recent week. Here a
three hour program was presented and
the feature attraction was in about six
thousand feet. Aside from the time con-
sumed in projecting the feature the
audience was surfeited with such a
quantity of grossly mediocre variety
acts that it apparently was bored to dis-
traction before the end of the program
finally was reached,.
It seems an obvious conclusion indeed
to point out that a three-hour entertain-
ment must be of a high quality if it is
to delight and not merely fatigue the
audience. If the exhibitor is proceeding
on the theory that with these long pro-
grams he is offering an attractive bar-
gain in entertainment to his patrons he
must be reminded that the continuous
show policy, which is in general vogue,
prevents a patron from passing out
when he has had a sufficient quantity,
because in the majority of instances he
must see the whole show through if he
is to view the entire feature picture —
which is the attraction that brought
him to the theatre.
The type of vaudeville acts obtain-
able by the smaller theatres and by
neighborhood houses is another class of
entertainment entirely. The motion pic-
ture public is not identical with the
public that likes cheap vaudeville. Be-
cause of ignoring this fact many ex-
hibitors are making bad business worse
by introducing variety acts in their
frantic effort to offer a bargain as a
stimulant for business.
In this general connection there is a
foolish effort being indulged in by some
exhibitors in an effort to dignify and
add importance to their programs. ' It
consists of the rule prohibiting the seat-
ing of patrons during the overture.
This, again, is based on the theatre-
man's failure to recognize that the pub-
lic comes out to see the motion picture
which it should be permitted to do with
the least inconvenience. During the
overture patrons ought to be permitted
to seek a seat in order that they may be
in place for the commencement of the
feature.
Re -Takes
J. R. M.
'T would seem the Naked Truth isn't
as raw as sonie supposed.
* * *
Edison could probably have gotten a
few tips for some more questions from
that A. M. P. A. dinner in New York last
Saturday night. Perhaps he was listening
in with his radiophone. His next list of
questions will tell.
* * *
According to the Chicago Opera Com-
pany's premier danseurs bare knees kill
art. In checking up the last vote on this
we find the eyes have it.
* * *
Sqush — sqush!
They also deplore the graceful and
artistic golosh. Well, let the unbuckled
footwear speak for itself.
* * *
Right Back at 'Em
England sent us Lodge and Margot
Asquith and now we're going to send
them Jack Dempsev, and maybe next vear
Babe Ruth.
* * *
Aye! Aye!
Mrs. Carrie Chapman Catt, woman
suffrage president, says women ought to
be locked up separately when serving on
a jury.
** * * *
Big News of Week
Mary Miles Minter cables from Hawai-
ian Islands for her sleeve dog.
* * *
Week's Damli
All West Coast companies are planning
on doubling all salaries of actors and
actresses. * * *
Gummed It Up!
The clock on the Wrigley building,
Chicago, stopped last week. Probably
some amateur clock repairman was
'sperimenting with it.
What's the Tie-up?
Was that "million dollar kid" lost in
New York part of "The Man From Be-
yond" advertising campaign or what?
* * *
Tough
Jos. Mogler, owner of the Mogler
theatre, St. Louis, and president of the
St. Louis M. P. Exhibitors League, and
member state organization, was beaten
and thrown out of a restaurant last week
because he kicked at a steak. A person
shouldn't kick at St. Louis steaks, evi-
dently, nor even raise his hand. He
should treat the old with deference.
* * *
A Laugh Hidden There
Out in California they had a whisker
growing contest, to celebrate 49-crs week.
This ought to be a good time to stage
a few Russian plays. We'd like to see the
editor of the MIDNIGHT WAMPAS
and his staff in their new disguises.
* * *
An Offer
Just as we were galloping to press
comes a wire from the West Coast mak-
ing a fabulous offer for our James Horse.
They want him for comedies, and have
already written a hair-raising scenario
with several genuine kicks in it. This
sort of upsets our plans, as the exhibs
throughout the country arc now voting
cm whether the field is overcrowded and
whether be should be shipped to N. Y.
or not. However, all votes must be in bv
Saturday and we will then wire our deci-
s on.
IN THIS ISSUE
OF SPEC! A I. INTEREST
Mne Exhibitors to Have Trip to
West Const Studios 56
Index to Review! Printed in Last
Three Months 72
NEWS OF Till. \\ BEK
svilney S. Cohen Too llusy to Dis-
cuss Politics, lie Snys 41
Missouri Kxhlhltor In llusincs* Des-
pite Dlanstrous Klre 41
ll-C to Sell Hair Intcrcsl In
Branches to Local Men 43
Lota of "Hakes' Truth" Slips Out At
Annual A. M. I'. A. Ketc 45
■ tig Theatre Plan to lie Considered
by Klrat Natlonul IS
Ilrondwny Doesn't Welcome Serlnl
Type of Production ill
Knnslis Kxhlbltors Meet In Annual
Convention at Wichita 47
Issues Itevised Itegulnt ions on Ad-
mission Tax 4S
Uuiglcy Editorial Hits Wall on Head,
Saya Kent 50
DEPARTS! EVPS
Pictorial Section 49
The W eek in New t nrk 54
Money Making ideas 50
The Theatre 57
Public Itlghls League <I7
Newsplctures 09
Rei lews 71
Letters from Headers S4
Topics or the Day 84
What the Picture Did for Me 85
With the Proceaalon in Los Angeles. 95
Theatre Equipment 97
Chicago Trade Events loi
Travellaa Through Hlaaonii with
ii. e. 9 i<»:t
<;uide to Current Plcturea 1 04
April 8. 1922
EXHIBITORS HERALD
41
"I'm Too Busy to Think of
Politics," Declares Cohen
National President Undecided About Running Again
for Office— Feature of M. P. T. 0. A. Conclave
Will Be Attendance of Paper Editors
{Special to Exhibitors Herald)
NEW YORK. March 28.— If the M. P. T. O. A. national convention
which will be held in Washington. D. C, May 8 to 12, is not the biggest
and most important gathering in the annals of the picture industry, months
of hard work on the part of President Sydney S. Cohen and other officials
of the organization, will have gone for naught.
So busy has Mr. Cohen been working out the plans and details of the
convention that he has not even taken time to consider whether or not he
will elect to retire from the presidency of the M. P. T. O. A. or whether
he will allow his name to be put in nomination as his own successor.
"Too Busy to Think of Politics"
When asked about the many rumors that he has decided to retire from
the strenuous duties as head of the big exhibitor body, Mr. Cohen said :
"Really, I have been so busy on the convention and other work of the
association that I have not given a thought to politics. It may be that I
will find it expedient to appoint a rumor committee to find out what it's
all about."'
Here's a Good Story
By a Live Exhibitor
If You Admire Jack Dempsey
As a Fighter. Think of
This Missourian
(The following story was written
by H. D. Fawney. manager Dixie the-
atre, Lilbourn, Mo. It zcas sent in as
a "Money Making Idea" for the bene-
fit of his brother exhibitors.)
LILBOURX. MO.. March 22— Last
Thursday our theatre burned, destroying
most everything but the root, our ma-
chines and seats. We got busy: boarded
up the front ot* the theatre, made a screen
from common sheeting and advertised
with large hand bills as follows:
"PAY AS YOU LEAVE OR NOT AT ALL
COMMENCING TONIGHT— Commencing to-
night, the Dixie is going to give everybody a
chance to view our pictures without cost. Our
plan will be to make no charge whatever upon
entering our playhouse. There will be no ticket
seller or charge made upon entering. Sit down.
Stay as long as you please and leave when you
like.
"We believe this policy will result in bigger
houses and at least as large revenue as formerly.
If you feel that you have enjoyed the picture,
you may pay whatever you feel like upon leaving.
It will be optional with each patron how much
he pays or whether he pays at alL Let everybody
come tonight and every night we show and enjoy
yourself."
Now, what do you think happens, in
the face of opposition in this town with
only about 1,000 population and our house
with the smell of smoke, with holes in it
that you could throw a cat through and.
remember brother, this is March and the
wind raw?
We packed them in and started our
first show at 6:30. We ran two shows
that night, something we never did be-
fore and our revenue did amount to more
than formerly. So well does it take that
we are not going to discontinue it. Of
course some will say you pack your
house with a gang of kids that will do
more harm than good, but, remember,
kids are our biggest advertising.
(Excuse paper, my stationery all
burned up.)
Listen, boys, you don't have to burn
your theatre to try" this one. All of you
remember the time when we advertised
we had nothing to sell but seats. Those
days are gone forever. Get them into
your theatre. They will pav upon leav-
ing.
Kansas City Burlesque
House Adds Film Show
(Special to Exhibitors Herald,
KANSAS CITY. MO.. March 28.—
Motion pictures and vaudeville have been
added to the program of the Gayety thea-
tre, a burlesque house. Instead of 2:15
o'clock, the theatre now will open its
doors at 12:30 and operate a continuous
performance until 10:30 o'clock at night.
A similar arrangement has also been
inaugurated at the Columbia and Star
and Garter theatres. Chicago.
Theatres Ask Better
Protection by Police
(Special to Exhibitors Herald)
LOS ANGELES. March 2$.— Theatre
owners of Los Angeles have sent a dras-
tic communication to the city council
asking better police protection for their
box offices.
The national convention opens on Mon-
day. May 8, at the New Williard hotel,
and Mr. Cohen, the national officers and
the executive committee will move the
headquarters of the association to Wash-
ington three days in advance of that date.
Not only will the coming gathering be
important in point of attendance, but also
in importance. A number of features
calculated to effect great changes in some
elements of the industry will characterize
the convention.
Editors Will Attend
One of these features will be furnished
The Voice of
Exhibitors
"In my opinion the Box Office
Record is the greatest help to buy-
ers of films that has ever been pro-
duced." — Hopkins, the Hopkins
theatre, Cotter, Ark.
* * *
"The Box Office Record is just
what I have been looking for for
years." — Frank E. Lee, Lee's Thea-
tre, Three Oaks, Mich.
* * *
"The Box Office Record is cer-
tainly fine." — Earl O. Peeler, Pas-
time theatre, Protection, Kan.
* * *
"I find the Box Office Record,
like the 'Herald,' a most valuable
book to have on our desk." — C. P.
MacDonald, Norton Theatre Com-
pany, Norton, Va.
* * *
"I consider the Box Office Rec-
ord the most valuable reference that
is available to the exhibitor today."
— V. G. Bollman, Castalia theatre,
Castalia, la.
* * *
"The Box Office Record should
fill the bill Through this exhibit-
ors can get a line on pictures." —
William J. Sweeney, organizer, Illi-
nois M. P. T. O.
by the presence of a number of disting-
uished newspaper editors from different
parts of the country. According to Presi-
dent Cohen these editors will appear as
fraternal delegates in bringing to the the-
atre owners the message of a union of
the newspaper and the screen as the com-
bined American press.
"Theatre owners now recognize," says
Mr. Cohen in a statement just issued, "in
the element of public service rendered by
their theatres this public utility, resident
in the screens, and the fact is becoming
more apparent daily to the people gen-
erally. Hence the formal union of the
newspaper and the screen press of Amer-
ica at the Washington convention is con-
sidered most appropriate, and a distinct
progressive step."
Wiil Present Program
Another feature of the convention will
be the presentation of a complete public
service program by the National Public
Service Committee.
An accessory exhibit of colossal pro-
portions has been planned to be held in
the Coliseum on Pennsylvania avenue,
and it is expected that everything used in
the manufacture of motion pictures and
their showing in the theatres of the coun-
try will be on exhibition.
Fare Will Be Cut
Mr. Cohen and his associates have ar-
ranged with all the railroads leading into
Washington for reduced fares to the con-
vention. This will be at the rate of one
fare and a half for the round trip. Certifi-
cates entitling the theatre owners and
their friends to this reduced fare are now
in the national offices of the association,
and can be had on request.
A. J. Moeller. general manager of the
National Association, spent the latter part
of last week in Washington, conferring
with Harry M. Crandall and Jules Bry-
lawski. Extensive plans are being made
for the social entertainment of the dele-
gates and their wives.
Urges Early Reservations
W. A. True, chairman of the national
convention committee, in a few days will
mail to every member of the association,
an identicatioH coupon, a list of hotels
and rates, and a reservation card, to-
42 EXHIBITORS HERALD April 8, 1922
THREE HONORED EXHIBITORS in Associated First National's exploitation test conducted during First National Week.
Left to right: Willard C. Patterson, managing director of Sig Samuels' Metropolitan and Criterion theatres at Atlanta;
Edward L. Hyman, Mark Strand theatre, Brooklyn, and Joe Burton of the Star theatre, Toccoa, Ga.
gether with an urgent request to select a
hotel and make the reservations early.
These reservations are to be made
through the national organization.
The hotel rates obtained for the dele-
gates range from as low as $2 a day
to $10.
Missouri Selects
April 5-6
(Special to Exhibitors Herald)
KANSAS CITY, MO., March 28.—
Following a conference in Kansas City,
President Charles Sears of the M. P. T.
O. of Missouri announced that the semi-
annual convention of the Missouri exhib-
itors would be April 5 and 6 at the Stat-
ler hotel, St. Louis.
To Discuss Rentals
Among the many questions which al-
ways come up for discussion at conven-
tions, lower film rental will be the chief
issue at the St. Louis gathering. A spe-
cial car will be chartered by exhibitors
and exchange men of northern Missouri,
while a special appeal will be made to
the small town exhibitor for his attend-
ance. Speakers, such as Attorney Gen-
eral Jesse Barrett of Missouri; Charles E.
Morris, editor-in-chief of the St. Joseph
Gazette, and Rabbi Harrison of St.
Louis, already have pledged their pres-
ence at the convention.
In addition to the customary midnight
banquet, a novel feature will be added
this year — a circus performance, includ-
ing tent and everything, right in the
lobby of the hotel.
Other important Matters
The convention will be divided into
nine phases, namely: Blue laws, non-the-
atrical institutions, lower film rental,
public service and cooperation of civic
bodies, instructions on the music tax,
practical service of the M. P. T. O. M.
to exhibitors, unfair practice of certain
exchanges, banquet and affiliation of the
M. P. T. O. M. with the press.
Theatre Man States
* ' Grudge 1 ' Responsible
For Closing of House
(Special to Exhibitors Herald)
ST. LOUIS, MO., March 28. — The
Eureka theatre, owned by James M.
Drake, has been closed on orders of Di-
rector of Public Safety McKelvey, fol-
lowing inspection by engineers of the
building department. The deputies
claimed that the supports of the floor
and roof girders were imperfect; that a
furnace in the basement was not properly
protected from the flooring above; that
a wall had been weakened by water from
a rusty gutter; that a chimney was lean-
ing out of plumb and cracked; that the
place contained exposed wiring with im-
proper insulation and that the general
conditions were bad and dangerous.
Drake charged that the place was
closed because of a personal grudge Mc-
Kelvey holds against him. Drake con-
tends that the Eureka has been used as a
theatre and skating rink for fourteen
years, and that it is strange that it is now
found unsafe one month after he took it
over and spent some $1,000 in improve-
ments.
He said he didn't want to conduct the
theatre if it is unsafe, but he expressed
doubt that it is. He has retained a con-
tractor to check up on the conditions Un-
building inspectors allege thev found.
Screen Folks to Stage
Minstrel for Children
(Special to Exhibitors Herald)
LOS ANGELES, March 28.— Motion
picture stars will stage a minstrel show
dc luxe as the opening night feature at
the Children's Exposition, April 8.
American Releasing to
Issue Fairfax Product
Filmed in the Orient
(Special to Exhibitors Herald)
LOS ANGELES, March 28. — The
Fairfax Motion Picture Company is the
newest thing in Hollywood. Marion Fair-
fax and John Jasper, one of the owners
of the Hollywood studios, have formed
it with unusual plans in mind.
It is reported they are about to sign a
contract with E. K. Tanaka, representa-
tive of Imperial Motion Picture Com-
pany, Tokio, whereby he will direct in
Japan, a series of six two-reel pictures,
written by Miss Fairfax and enacted by
Japanese casts. The negatives of the pic-
tures will then be returned to Miss Fair-
fax who will cut, title and assemble here.
Productions will be distributed by
American Releasing Corporation, the
same organization which will handle Miss
Fairfax's first picture, "The Lving
Truth."
Eugene O'Brien Quits
Selznick Organization:
Star Series Finished
(Special to Exhibitors Herald)
NEW YORK, March 28.— Eugene
O'Brien, Selznick star for the past three
years, has left the Selznick organization.
It is understood that he will sail for
Europe in the near future and upon his
return to this country will go on the
speaking stage.
Mr. O'Brien has completed the last of
the star series of pictures to be marketed
by Selznick.
It is said that the severance of rela-
tions between the company and the star
came about purely as a result of failure to
agree on business terms to apply to the
future and a friendly feeling exists be-
tween the parties interested.
Anril 8, 1922
EXHIBITORS HERALD
43
"It's the
Berries!"
The "Herald" has received the
following letter from Charles E.
Byrne, secretary-treasurer of Steger
& Sons Riano Manufacturing Com-
pany;
"I asked a young reporter recent-
ly how he liked his work, and he
replied. Say, Mr. Byrne, it's the
berries !'
"Consequently, when I recovered
from my surprise at finding a copy
of your Box Office Record on my
desk and thoroughly digested its
contents, I felt like saying, "Say, it's
the berries!' It is thoroughly rep-
resentative of the enterprise and ag-
gressiveness of the Exhibitors
Herald' in affording real service to
its patrons, the exhibitors.
"Kindly accept my heartiest con-
gratulations and best wishes."
R-C to Sell Half Interest
In Branches to Local Men
First Indication of Radical Departure in Exchange
System Given in Rogers ' Announcement That
He Controls Distribution in East
(Special to Exhibitors Herald)
XEW YORK. March 28. — Developments during the past week indi-
cate that P. A. Powers, the new managing director of R-C Pictures, already
has commenced to put in operation a radical departure in the system of
handling the exchanges of that company in twenty-four cities. The new
plan contemplates the interesting of local capital in the ownership of the
exchanges in the various cities.
The official announcement is withheld awaiting instructions from Mr.
Powers who has been on the Coast, but is now, it is understood, en route
to the New York offices. It is expected that something official will be
announced within the week.
To Sell Half Interest in Each Branch
The plan, according to those with whom it has been discussed, con-
templates the sale of approximately a half interest in each of the ex-
changes. This, it is said, will provide a sum in the neighborhood of $500.-
000. and it is expected that the major portion of this will be used in the
production end of the company.
F. P.-L. Effects
Reorganization in
Advertising Staff
(Special to Exhibitors Herald)
.NEW YORK, March 28— Reorganization
of the publicity and advertising department
of Famous Players-Lasky Corporation has
been announced by S. R. Kent, general
manager of distribution. Jerome Beatty.
who has been director of publicity and
advertising, hereafter will do special work
for the sales department in connection with
production at the Lasky studio. Mr. Beam-
is now at Hollywood on a special mission
for the sales department.
The publicity and advertising depart-
ments which heretofore have been under
' one head have been separated. A. M. Bost-
ford, who has been advertising manager,
will continue in his position handling his
department as a separate unit in the or-
ganization. Charles E. McCarthy will con-
tinue as publicity manager and will be in
sole charge of all publicity including the
staff at the Lasky studio.
The department of lithographs and thea-
tre and lobby accessories will be taken over
by Gaud Saunders, exploitation manager.
This work has been done in the past by Al-
bert Thorn under the supervision of Mr.
Beatty.
Court Affirms
Binderup Case
(Special to Exhibitors Herald)
ST. LOUIS, MO.. March 28.— The
United States appellate court today af-
firmed the Binderup decision for Pathe
and other defendants. Judge Sanborn
filed a dissenting opinion holding film
sales an interstate transaction.
Hertzer Opens Sunday
(Special to Exhibitors Herald)
BUCYRUS. O.. March 28.— Manager
R. L. Hertzer of Bucyrus Theatres Com-
pany has reopened the local houses on
Sunday, his contention being that "the
people want Sunday pictures." Just what
action Mayor Picking will take is unde-
termined.
The first indication of the new plan be-
ing put in operation was the announce-
ment that Charles R. Rogers had made
a special arrangement with R-C Pictures
Has New Plan
For Operating
(Special to Exhibitors Herald)
LOS ANGELES, March. 28. — P.
A. Powers, who recently acquired a
controlling interest in the Robert-
son-Cole studios, has made his first
public statement as tc the sweeping
changes which have been innovated
at that plant.
"We are starting with a clean
slate " Mr. Powers said in his first
interview on plans and policy re-
garding the new regime. "A new
idea of operation will be inaugurat-
ed at the Robertson-Cole studios.
Actual cooperation is to be our
modus operandi henceforth. This
applies both to financial and techni-
cal phases of picture making. Our
cash in actual dollars will be pooled
with the cash value to us, as pro-
ducers, of an artist, a writer, a di-
rector. Our cash being actual, hard
coin of the realm, naturally we will
not permit any inflated valuations
to be placed on the brains and beau-
ty to be pitted against that cash.
"No established star will suffer
under this revised order of things,
nor will a director retrogress.
"We will be down to bedrock in
thirty days," Mr. Powers claimed.
"Effective though economic produc-
tion will then begin at this plant."
Corporation whereby he takes control of
R-C distribution in Greater Xew York,
northern Xew Jersey and Xew York state
as far west as Utica.
Only Recently Resigned
Mr. Rogers recently resigned from his
position as general manager of distribu-
tion of R-C to give his entire attention
to the new venture in which he is finan-
cially interested. Mr. Rogers will con-
tinue to serve in an advisory capacity on
the general sales policies of R-C. He
plans some big things for the new dis-
tributing arrangement and expects to
make R-C exchanges in this district the
largest in the world for volume of busi-
ness.
While Mr. Rogers has made no an-
nouncement to that effect, it is said that
under the new arrangement the exchange
will handle some big pictures other than
R-C product.
Financial Men Interested
The Xew England district of R-C pic-
tures has been owned for the past year
by an exchange company controlled by
banking interests.
In Boston, Haydon Stone & Company
is heavily interested in the Xew England
distributing company and Joseph P. Ken-
nedy, general manager of that banking
house, was a director of R-C until a few
weeks ago.
Parent- Teacher Club
Requests Censorship
(Special to Exhibitors Herald)
ELKHART. IXD., March 28.— Crea-
tion of a motion picture censorship board
is requested in a resolution prepared by
the council of the Parent-Teacher Asso-
ciation for presentation to the city coun-
cil.
Several members of the council assert-
ed that some pictures showns here re-
cently have exercised an unwholesome in-
fluence on the school children. A tew
members said they regarded the motion
picture problem in its relation to school
pupils as a matter of parental discrimina-
tion and discipline.
Pauline Frederick Is
Returning to Stage
Pauline Frederick has been in Chicago
during the past few days conferring with
A. H. Woods relative to her return to the
dramatic stage in the fall. Announce-
ment that Miss Frederick would quit the
screen for the stage was made by R-C
Pictures, which has been starring her.
44
EXHIBITORS" HERALD
April 8. 1922
Cartoonist's Conception of "Naked Truth" Dinner
P J. ©.SEES
THIS l'M #
Ruined
lgi©l§ IE
pw.ls usual
author who
ALlBl of famous
SEES STORY HASHED
CttUi iflOTfl®-^ MILAM? ° i©ft?KlIK
AS J.O.WILLIAMS AS CARL lAEM/MLE ASADOLPH ZUKOR
Drawn especially for "Exhibitors Herald" by F. Murray Breen, who wields a nifty brush for First National. Perhaps you'll
know him better if we call him Fred. He did most of the drawings for the Bulletin as Fred, but decided on the monicker
after the "Herald" asked him to do a regular cartoon. — J. S.S.
April 8, 1922
EXHIBITORS HERALD
45
Lot of "Naked Truth" Slips
Out at AMPA's Annual Fete
Many Skits Aimed at Will H. Hays, New Director of
Producers and Distributors — Everybody
And Their Bosses Attend
(Special to Exhibtors Herald)
NEW YORK, March 28.— The long looked for and hard worked for
"Naked Truth" dinner is over and film history was made. Everybody and
his boss, and his boss's boss was there. And everybody heard and saw
depicted on stage and screen a lot of naked truth — always about the other
fellow, never about himself. Everybody was kidded — none of the bosses
escaping, and everybody liked it, or at least tried to look as if they did.
W ill H. Hays, as a newcomer in the industry, was deemed as needing
the most attention, and he got it. Likewise he seemed to like it. Many
of the skits were aimed at him and the chief feature of the evening, a one
reel picture, was built around his advent into the industry. Every shaft,
and there were many, brought a hearty laugh from the head of the new-
organization of producers and distributors.
General Hays Is a "Regular Fellow"
If a vote of the AMPA boys and their guests had been taken the bal-
lot would undoubtedly register that General Hays is a "regular fellow."
And his vote would likely be that he had met a lot of fellows just as
"regular."
Merchants in Protest
Against Film Show in
St. Louis R. R. Depot
(Special to Exhibitors Herald;
ST. LOUIS, MO., March 28.— The mo-
tion picture theatre recently opened in
the Union Station here by William J.
Miller and O. J. Grace has met with the
disapproval of the Associated Retailers of
St. Louis and the St. Louis Conventions
and Tourists Bureau. They contend that
the pictures prevent visitors from seeing
St. Louis ard spending money in the
local stores.
"We want the visitors to get out and
see the city," Morton May, president of
the Associated Retailers said, "and we
feel that a moving picture theatre in the
Union Station discourages the proper
movement of transients."
It is interesting to know that promi-
nent on the program of the theatre have
been films boosting the city as a place
within which to live and do business. In-
teresting views of the business section,
parks, river front and residential dis-
tricts are prominently displayed at all
shows. These films are owned by the
St. Louis Chamber of Commerce and are
shown free of charge.
The Union Station management prob-
ably will ignore the protests.
Plans for Big Theatre
For First National on
Coast to Be Submitted
(Special to Exhibitors Herald)
LOS ANGELES, March 28.— Plans
for the erection of a big First National
theatre here will be presented by Adolph
Ramish of West Coast Theatres, Inc., at
the convention at West Baden in April.
Ramish will accompany his associate, Sol
Lesser, to the First National meeting.
Another link in the chain of theatres
will be added to those already owned and
operated by West Coast Theatres with
the formal dedication shortly of the new
Circle at Sixtieth and Moneta. This
house was constructed along the most
modern lines of theatre architecture and
will be one of the most up-to-date of the
company's chain.
People May Vote on
Sunday Film Shows
(Special to Exhibitors Herald)
CLAREMORE, OKLA., March 28.—
The question of Sunday shows in this
city will undoubtedly be decided in a vote
of the people. This action is expected to
follow the ruling of the Supreme Court
that a referendum petition presented is
good, after Mayor J. M. Davis had held it
irregular because no address of the
signers was shown.
The blue law advocates recently ob-
tained an injunction against shows on
Sundays which was later dissolved by
District Judge C. W. Mason.
W. R. Hearst Buys
Film Studio Site
(Special to Exhibitors Herald)
NEW YORK, March 28— Property
has been purchased by International Film
Corporation, in which William Randolph
Hearst is interested, which will be im-
proved with a large motion picture
studio.
The purchase takes in the vacant lot
on the west side of First avenue from
One Hundred and Twenty-sixth street to
One Hundred and Twenty-seventh street.
The ceremonies started off with an in-
vocation by President Yearsley, who con-
vinced the assemblage that as the maker
of a prayer he is a rattling good director
of advertising and publicity. Mr. Years-
ley introduced Paul Gulick as master of
ceremonies and the stunts began. Here
are some of them:
* * *
"Pass the Fleeting Years," an illus-
trated song by Charlie Einfeld, with the
slide handled by Morton Blumenstock.
The song was "Under the Old Apple
Tree" and the different kinds of trees.
Blumenstock as apple trees would make
Luther Burbank delirious.
* * *
"The Two Bankers," song and dance
by Vic Shapiro and Herb Crooker.
Dancing not reminiscent of Doyle and
Dixon to any great extent. Song
wouldn't make John McCormack jealous,
but as the patter explained where and
how motion picture producers get
financed, everyone was happy and en-
lightened.
* * *
"Travelogue," perpetrated by Howard
Dietz, ably handicapped by Silas Spitzer,
in which both proved that they can write
attractive advertising copy.
* * *
"Dorothy, Lillian and Dave," a trav-
esty on the making of "Orphans of the
Storm," with Herb Croker as Griffith,
Glendon Allvine as Lillian Gish, Allen
Rock as Dorothy Gish, Irving Green as
the camera man, and Walter Eberhart
as the French Army. Rock's Charlie
Chaplin lip muff lent novelty to his por-
trayal of Dorothy, and Eberhart made a
formidable looking army.
* * *
"An 111 Wind," a Bill Yearsley produc-
tion, billed as a movie that moved Bob
Dexter, who wrote it. This all-star fea-
ture super special, is far from being a
zephyr. The cast, which follows, insures
its great box office value: Officer Bill
Fox, Tom Wiley; Will Hays Shadow,
Walter Eberhart; Mr. Laemmle. a con-
spirator, Arthur Brilant; Mr. Williams, a
conspirator, Charlie Einfeld: Mr. Zukor,
a conspirator, Lin Bonner; Mr. Selznick,
a philanthropist, Paul Gulick; a sensitive
censor, Horace Judge; a foolish wife,
Morton Blumenstock.
* * *
"I Zivick, candidate for president of
the M. P. T. O. A." in a campaign
speech. In this Nat Rothstein showed so
much dangerous strength that Sydney
Cohen made inquiries as to whether or
not he was an exhibitor.
* * *
"Some Timely Tips" designed to give
Will Hays an insight into the industry.
William A. Brady, portrayed by Junius
Barnard and assisted by a dozen or more
of the boys, told and showed Mr. Hay.-
many of the delights and some of the
pitfalls he found during his regime as
head of the old National Association.
What wasn't told and shown was absent
only for the reason that the man who
wrote the sketch wore out his guessing
school diploma getting out what he did.
The sketch, and the show, ended by Mr.
Brady lifting a fair-haired child labeled
"infant industry" down from the stage
and presenting her to Mr. Hays. And
the child recognized its new daddy.
* * *
The evening's entertainment began at
S o'clock and stepped along speedily un-
til about 12:30. An excellent orchestra
was in attendance and the stage and
screen acts were interspersed with a
number of original songs in which the
entire assemblage took part.
Everyone of any prominence in the
film industry was present, among them
being Will H. Hays. Courtland Smith.
Charles J. Pettijohn, Adolph Zukor, T. D.
Williams, F. J. Godsol, H. O. Schwalbe.
I. H. Rubin, Col. Fred Levy, Thomas H.
Ince, F. A. Gudger, Marcus Loew. R. H.
Cochrane, Sydney S. Cohen, William
Brandt, Arthur S. Kane, William E. At-
kinson, Ralph Clark, Kenneth Hodkin-
son, Paul Brunet, Charles Urban, A. I.
Moeller, Henry W. Hobart, Arthur S.
Friend, Louis Blumenthal. Bernard Edel-
hertz, Felix Feist, John S. Woody, Abe
Fabian, Abe Warner, James Granger,
Nathan Burkan, Ben Howells, Dave
Howells. Sam E. Morris, Harry Rapf,
Harry Warner, Senator Jimmy Walker,
Spyrous Skouros, E. V. Richards, Peter
J. Brady, S. L. Rothafel, Gabriel Hess,
C. E. Danforth, R. G. Vignola, E. W.
Hammons.
46
EXHIBITORS- HE RA L D
April 8, 1922
Broadway Doesn't Welcome
Serial Type of Production
Despite This Consensus of Opinion It Is Believed
That Paramount Film Will Do Well in Theatres
Which Book Chapterplays Regularly
By JOHN S. SPARGO
i New York Editor, Exhibitors Herald)
NEW YORK, March 28. — It is considered doubtful if the experiment
of making a melodrama serial thriller the feature of a Broadway picture
house will be tried again in the near future. The experiences of the much
exploited "Mistress of the World" at the Rialto and Rivoli will long be
pointed out as a sufficient reason for playing serials where they are more
appreciated.
Cites Action Taken By Universal
When Universal's "Foolish Wives" was first brought to New York
the picture was in thirty reels, and von Stroheim, who directed it, was in-
sistent that it be not cut to a lesser length. His idea was to show it in
serial form to Broadway audiences first, and then play the country as a
serial feature. President Carl Laemmle and other Universal officials ob-
jected to this idea and the dispute became so animated that it almost
caused a break between the producer and the director. The picture was
finally cut to fourteen reels and later to ten.
Then along came Paramount with the
announcement of the coming of the "Mis-
tress of the World" in thirty reels, to be
featured in four weekly instalments at
both the Rivoli and Rialto. In view of
the discussion over "Foolish Wives" the
experiment with "Mistress of the World"
was watched with great interest by pro-
ducers and exhibitors.
Isn't Broadway Material
"The Mistress of the World" is un-
doubtedly one of the most elaborate and
gigantic serials yet presented, but the
consensus of opinion is that it is not the
sort of entertainment for Broadway con-
sumption. Due to excellent exploitation
the first episode, entitled "The Dragon's
Claw," opened to good business at both
houses. The novelty of a serial thriller
was new to Broadway critics and theatre-
goers and they refused to take the big
picture seriously.
Before the end of the week it was ap-
parent to the powers that control the
Rivoli and Rialto that as a feature the
serial would not stand alone, so plans
were changed and when the second epi-
Ireland Is Moved to Los Angeles
At Least on St. Patrick's Day When P. A. Powers Played Host
to More TJian ioo of His Friends
St. Patrick's Day was observed in typical fashion by P. A. Powers and
more than a hundred of his friends who gathered at the Ambassador Hotel
where Mr. Powers had arranged a veritable feast for the occasion. Stars, pro-
ducers, writers and in fact virtually every branch of the industry was repre-
sented, among people from other walks of life.
Dinner, dancing and sprightly entertain-
ment made a night of enjoyment that
seemed all too short and served properly
to signalize a brightest St. Patrick's Day.
Everything at the function was charac-
teristically Irish. All the women present
had accepted the national hue as a sar-
torial motif, and where gowns were not
wholly green, their embellishment sug-
gested their Irish inspiration.
The salon itself was gorgeously green in
substance and sheen. Harps in emerald,
shamrocks in their natural resplendant
green, and other symbolical designs among
decorations and favors, basked in a green
light which radiated from a hundred green
globes.
Financiers and fashion and film folks
mingled in a real Irish love feast" as an
aftermath to the dinner. The spirit of
liberated Ireland was rampant, and when
Art Hickman, and his syncopators, all
garbed in keeping with the occasion,
sounded the first strains of an Irish reel,
merriment broke loose.
Noted among the guests were the following.
Sid Grauman, Mrs. Charlotte Pickford, Mr.
and Mrs. Harrison Ford, Mr. and Mrs. George
Fitzmaurice. Emile Chautard, Mr. and Mrs. Wil-
liam A. Seiter, Jeanie MacPherson. Hobart Henley,
Mr. and Mrs. Norman Dawn. Wheeler Oakman,
Priscilla Dean, Mr. and Mrs. Harry Carey,
Hlanche Sweet, Motley H. Flint, Clara Kimball
Young. Helen Ferguson, Mable Normand, Mr.
and Mrs. Sol Lesser. R. S. Cole, R. J. Tobin.
Herbert Rawlinson, Mrs. Charlotte Shelby, Miss
Margaret Shelby. Mr. and Mrs. King Baggott, Al
Christie, Marshall Neilan, Sessue Hayakawa.
Tsuru Aoki, Doris May, Wallace MacDonald.
Pauline Frederick, Dr. A. C. Rutherford, Mr. M.
C. Levee, Mr. and Mrs. Carter DeHaven. Mr.
E. Offcman, Mr. and Mrs. Rex IngTam, H. O.
Davis, Dorothy Dalton. Edith Roberts, Adela
Rogers St. John. Bessie Love, Harry Garson,
Herbert K. Sanborn, Alan Holubar, Dorothy
Phillips, R. G. Lisman, Eve Unsell, Grace Kings-
ley. Carl Laemmle, Harry Myers, Rosemary
Thcby, William Russell. Mr. and Mrs. J. C.
Jesson, Lee Moran, Eddie Lyons, Mr. and Mrs.
H. P. Caulfield. Frank Caulfield, Frank O'Con-
nor, Rosabclle Laemmle, Elinor Field. Mr. and
Mrs. Louis Burston. Mrs. Elizabeth Wise, Bea-
trice Van, Winifred Dunn. Clarice Robbins,
Anderson Smith, Mrs. Irving Harris. David Liv-
ingston. Mr. and Mrs. Stanby Anderson, Mr.
and Mrs. Emory Johnson, Mr. Edward Forrest,
Mr. and Mrs. J. H. Moore. Alice Mason, Eileen
Percy. J. Warren Kerrigan, Lester Blankfield and
Irving Thalbcrg.
sode, called "The Race for Life," ap-
peared, it had with it other feature
productions to which the serial was sub-
ordinated. The Rialto played Bill Hart
in "Travelin' On," while at the Rivoli
was showing William DeMille's "Bought
and Paid For."
Consolidate Instalments
Two more instalments of the "Mistress
of the World" had originally been
planned, one titled "The City of Gold"
and "Saved by Wireless," but it was
deemed advisable to consolidate both of
these into one episode, which was done
last week, and other productions along
the regular order of things were shown
with the final chapter of the "Mistress of
the World." At the Rialto last week the
feature was Ethel Clayton in "The Cra-
dle." The Rivoli showed Betty Compson
in "The Green Temptation."
The consensus of opinion is that "The
Mistress of the World," in spite of the
failure of Broadway theatregoers to ap-
preciate it, will do well in localities where
serials with plenty of thrills are better
liked.
Believe Thieves Hid
In Playhouse to Rob
Theatre After Show
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., March 28.—
Using a tackpuller, a small hammer and
an old iron seat brace, burglars tried to
force open a safe in the office of the Man-
hattan theatre. The safe withstood the
efforts of the burglars, the only damage
being a badly bent combination. Drawers
in the office desk were ransacked and
papers were scattered over the floor, but
nothing of value was taken.
Police believe the attempted burglary
was carried out by two youths who are
supposed to have concealed themselves in
the theatre before it was closed for the
night.
Rob Cashier in
Bold Hold-up
(Special to Exhibitors Herald)
SOUTH BEND, IND.. March 28.—
Slipping through a crowd of Saturday
night shoppers a lone bandit held up Mrs.
Madge Harding, cashier of the Black-
stone theatre and obtained $30. He made
his escape through the crowd before it
was realized what had happened.
Censors Discover That
Exhibitors Are Human
(Special to Exhibitors Herald)
KANSAS CITY, KAN., March 28.—
A committee, consisting of the heads of
various civic organizations, and the Kan-
sas State Board of Censorship was given
a much different viewpoint of the
M. P. T. O. Kansas, and motion picture
theatre owners in general, last week. M
Van Praag, president of the Kansas ex-
hibitors, was called upon to meet with
the censor board and the committee to
pass upon a picture,' "Wild Oats," a so-
called venereal disease picture.
The opinion of the board and com-
mittee already was formed regarding the
production, which is being distributed in
Missouri by S. Cummins, but Mr. Van
Praag "beat them to it" by announcing
that no exhibitor in Kansas would care
to show the picture, even if it was passed
by the board. Commendation was heaped
upon the M. P. T. O. K. and a better im-
pression of the exhibitor formed.
April 8, 1922
EXHIBITORS HERALD
47
Ultimatum Demands Ban on
Film Service to Churches
Van Praag Re-elected President Kansas Exhibitors
Organization— Hopes to Solve Question
of Reduced Rentals on Films
(Special to Exhibitors Herald)
WICHITA, KAN., March 28. — Drastic action to prevent the renting
of pictures to schools and churches operating in competition to the the-
atres is being taken by the members of the Motion Picture Theatre
Owners of Kansas attending the annual convention of the organization.
A committee has been appointed to confer with exchange managers
and present an ultimatum demanding a signed legal agreement to with-
hold service to non-theatrical organizations competing with the theatres.
The committee will issue its report just prior to adjournment of the con-
vention.
Committee of Ministers to Debate Subject
Although debate on this question has occupied a considerable time of
the convention, it is expected that the fireworks will be let loose when a
committee of ministers takes the floor for debate on the subject. It ap-
peared that the non-theatrical question would be an important feature of
the gathering when Roy Burford of Arkansas City denounced the ex-
changes serving the churches in his city.
According to Burford, the churches statement that an offer had been made
have equipped themselves with the most
modern machines, screens and other ac-
cessories. These churches, he declared,
charge admissions and are operating in
direct competition to him.
Van Praag Re-elected
M. Van Praag was signally honored
when he was re-elected president by ac-
clamation with no other nominations hav-
ing been made. The tremendous ovation
left no doubt as to the choice of the
members.
Vice-Presidents Liggett, Holmes and
Gees, as well as William Meyn, treasurer,
were re-elected to succeed themselves.
Clarence Smith of Kansas City was
named secretary, 'succeeding H. H.
Woody of Lincoln, and Frank Davidson
of Great Bend was elected sergeant-at-
arms.
Demands Lower Rentals
The keynote of the convention was
oounded in the president's message in his
demand for lower film rentals and his
by a certain large distributor to reduce
film prices. President Van Praag also
touched upon the subject of the music
tax, against which the Kansas exhibitors
have waged a determined, and partially
successful fight, within the past two
years. He had this to say regarding the
music tax:
"We have been accused of bumping
our heads against a stone wall in fighting
the music tax after legal talent has said
we could not win as the copyright law
gave them monopoly on the music, but
we are not denying them the right to
collect the tax, but we do say that they
are the most brazen and illegal combina-
tion in violation of the Sherman anti-
trust that has ever been known and we
are going to have them declared a trust
and dissolved and put some of those
members of the American Society of
Authors, Composers and Publishers be-
hind the same stone walls that we have
been accused of trying to bump our heads
against."
Pledge "No Payment"
Blaze at Tulsa Plant
Of Smith Productions
Does $30,000 Damage
(Special to Exhibitors Herald)
TULSA, OKLA., March 28.— Fire of
unknown origin caused damage estimated
at $30,000 at the studio here of W. M.
Smith Motion Picture Corporation.
W. M. Smith, president, stated that the
blaze might have been started by a match
lighted by some person who had gained
entrance to the building which had been
closed during the winter season.
Film Men Candidates
For Municipal Posts
(Special to Exhibitors Herald)
UNIVERSAL CITY, MO., March 28.
— Film men figure prominently in the
local municipal election to be held the
first Tuesday in April. Fred Robinson,
who owns the Wellston and Irma moving
picture theatres, is a candidate to succeed
himself as alderman from the third ward.
B. E. Boswell, owner of the Independent
Producers Film Exchange, St. Louis, has
been nominated for the first city plan
commission.
Robinson, as chairman of the alder-
manic public improvements committee,
will be an ex-officio member of this com-
mission. Neither Robinson nor Boswell
have opposition, so their election is as-
sured.
"Orphans of Storm' "
Presented in London
(Special to Exhibitors Herald)
NEW YORK, March 28. — D. W. Grif-
fith's "Orphans of the Storm" opened in
London recently following a stay of in-
junction granted the Fox Film Corpora-
tion. Fox Film Corporation, which owns
■the foreign rights to "The Two Orphans"
on which the Griffith play was partly
based, alleges "Orphans of the Storm"
was an infringement of those rights.
It is reported that negotiations are tak-
ing place with a view to arranging for the
publication of the Griffith film abroad be-
tween the parties interested.
Bowes Vice-President
Of Goldwyn Company
(Special to Exhibitors Herald ')
NEW YORK, March 28.— At a meet-
ing of the board of directors of Goldwyn.
Edward Bowes, managing director of thr
Capitol theatre, was elected vice-president
of the company. At this election, which
was supplementary to the one which
elected F. E. Godsol president, Moritz
Hilder and Abraham Lehr also were
named vice-presidents. Philip W. Haber-
man was re-elected treasurer and Gabriel
Hess secretary.
Company Formed to
Star Edna Purviance
(Special to Exhibitors Herald)
LOS ANGELES, March 28.— Regent
Film Company has been incorporated to
star Edna Purviance, for many years
leading woman for Charlie Chaplin. Re-
gent productions will be filmed at the
Chaplin plant.
"A Peach of
An Idea"
The "Herald" has received the
following letter from Neil G. Ca-
ward, of Burnet-Kuhn Advertising
Company:
"Volume 1, Number 1, of the Box
Office Record at hand, and it surely
hangs up a record that will be hard
to beat.
"If I were an exhibitor you would
get a life subscription immediately.
And, as an advertising man, I
doubtless will find it interesting in
checking up on what exhibitors
think of the films released by our
clients.
"Frankly, it is a peach of an idea
and you have beaten everybody to
it — 8 to 5 that the others fellows
make a stab to imitate it before
1922 ends.
"With the best of good luck to
the Box Office Record as well as
the old, reliable "Herald."
While on the subject of music tax,
Samuel Handy, attorney for the exhib-
itors in the music tax cases, urged no one
to pay and pledged his every effort to go
to the finish in the fight. Following his
address a resolution approving of his em-
ployment and pledging that no member
should pay the tax was adopted.
The attendance at the convention is the
largest in the history of the organization.
Many exhibitors who have remained
away from these gatherings in the past
are in Wichita. Every member came
here ready to tackle the big things in
front of him.
Cohen Wires Greetings
A telegram was read from Sydney S.
Cohen, national president. It was thought
sometime ago that President Cohen
would be in attendance but home office
business necessitated his remaining in the
East. A message also was read from
Attorney General Hopkins, counsel for
the exhibitors, who could not be present
because of illness in his family. This was
a big disappointment as he was slated as
one of the principal speakers at the ban-
quet when he was expected to announce
his candidacy either for governor or for
justice of the supreme court.
48
EXHIBITORS HERALD
April 8, 1922
Issues Revised Regulations On
Admission Tax
Booklet May Be Obtained from the Bureau of Internal
Revenue at Washington, D. C.
ANEW booklet dealing with the collection of the tax on admissions,
including changes made to conform with the revenue law of 1921,
has just been issued by the bureau of internal revenue. A copy of
the regulations may be obtained by exhibitors from, the office of the com-
missioner of internal revenue, Washington, D. C. In requesting the book-
let ask for "Supplement to Treasury Decisions (T. D. 3293), Regulations
43 (Part 1), Relating to the Tax on Admissions Under the Revenue Act of
1921."
Here's How
It's Done
Clarion Photoplays, Inc., a new
organization controlled by Weiss
Brothers, is state righting a picture
which is reported as an expose of
the vaudeville act, "Sawing a Lady
in Half," which has been presented
throughout the country by John E.
Coutts. Walter H. Hall directed
the film.
The act from which the picture
was produced shows a woman be-
ing tied securely with ropes and
placed in a wooden cabinet which
is locked in the presence of wit-
nesses. A large saw, in the hands
of two attendants, then divides the
cabinet, supposedly containing the
woman, in half. This act, which has
mystified the public, has been the
subject of extensive newspaper
publicity.
ALTHOUGH exhibitors arc conversant
with the regulations governing the
tax on admissions, the booklet is highly
informative and would make a worthy ad-
dition to the files of the manager's office.
* * *
Following are excerpts from the regu-
lations:
"The tax (1 cent for each 10 cents or
fraction thereof, except where the
amount paid for admission is 10 cents or
less when no tax shall be imposed) ap-
plies to the amount paid for each admis-
sion separately, and, therefore, if two or
more admissions are paid for at once, the
total tax is determined by computing
separately the tax on each admission."
"If the case of season tickets or sub-
scriptions which entitle the holder or sub-
scriber to more than one admission the
tax is computed on the amount paid with-
out regard to the number of admissions
involved."
"The established price of an admission
need not be the same for different attrac-
tions or even for different performances
of the same attraction; but when tickets
have once been put on sale for a particu-
lar performance or attraction the price of
admission for every accommodation at
that performance or attraction has been
established" and "if sold at a higher price
the excess charge will be taxable."
* * *
"Where a person or organization ac-
ouires the sole right to use any place or
the right to dispose of all the admissions
to any place for one or more occasions,
the amount paid for such right is not
subject to the tax on admissions. Such a
transaction constitutes a rental of the en-
tire place and of the attraction, if any,
whether or not it is so designated."
The sale price, tax paid and total
should be indelibly printed, stamped or
written on that part of the ticket taken
up by the management and must appear
on the face except in the case of strip
tickets when the back may be used.
The booklet lists exemptions and de-
tails the procedure necessary for obtain-
ing exemption. In making a claim for
exemption on any performance given for
benefit of charity and the like, Form 755
(Revised) should be obtained from and
filed with the collector of internal reve-
nue in the district in which the theatre
operates.
Asks Donations Equal
To Rental Tax to Aid
In Combating Reform
(Special to Exhibitors Herald)
DENVER, COLO., March 28. — H. T.
Nolan has sent an urgent appeal to all
exhibitors in the state to contribute to a
fund being raised to pay for the expenses
of a legal fight pending on the Sunday
closing question. The fight results from
the arrest of Ole M. Nelson of the Ma-
jestic theatre and William Bell of the
Crystal at Grand Junction on a charge of
operating on Sunday in violation of Sec-
tion 4000, Colorado, statutes.
C. W. Wonderly of the Rourke thea-
tre, La Junta, has suggested to Mr. Nolan
that exhibitors subscribe amounts equal
to their last month's 5 per cent rental tax,
which has been repealed.
"Anything collected over the actual ex-
pense," says Mr. Nolan, "will be turned
into the new Colorado Exhibitors Asso-
ciation, which is being organized now
and will harmonize with the new national
association of which Mr. Will J. Hays is
director."
Adverse Bills Killed
In South Carolina
(Special to Exliibitors Herald)
COLUMBIA, S. C, March 28.— Four
bills, adverse to the motion picture in-
dustry were killed in South Carolina.
Enactment of censorship measures also
failed of passing. The General Assembly
is now adjourned.
The bills introduced which were not
ratified were: a censorship bill, providing
for a state board, a seating capacity tax
and a film tax which would have amounted
to $75,000; film tax providing a levy of
$83,200; a luxury sales tax providing a
levy of $125,000 and an occupational tax
approximating $15,000.
Parker Goes to Canada
A. L. Parker, advertising director for
Rothacker Film Manufacturing Com-
pany, has gone to Toronto, Canada, on
an important mission for his chief.
Officials Admit Big
Deal Is Now Pending
Goldwyn and First National
Attorneys Are Handling
Negotiations
(Special to Exhibitors Herald)
NEW YORK, March 28.— While no
official announcement has been made as
to the arrangements whereby Goldwyn
Pictures Corporation retires from the dis-
tributing field and turns over all its prod-
uct to First National, officials of both
companies admit that negotiations are
pending.
Complications Arise
The details of the arrangement have
been under consideration for some time
past and several weeks ago it was believed
that all angles had been straightened out.
Complications arose and for a time it was
believed the deal would fall through.
After several conferences between the
heads of the two companies negotiations
were resumed and it is now said that de-
tails have been agreed upon.
Last week J. D. Williams and several
members of the First National executive
committee were in conference with Frank
J. Godsol, president of Goldwyn, and
several other officials of that company.
The conference lasted several days, after
which all the documents in the case are
said to have been turned over to the at-
torneys of the two companies to get the
agreement in legal form.
"Nothing to Say"
To all questions in regard to the deal
both Mr. Williams and Mr. Godsol give
the same answer:
"We have not a word to say."
It is generally believed, however, that
as soon as the attorneys get through with
the papers, an official announcement will
be forthcoming.
Goldman Made Counsel
For Vaudeville Circuit
(Special to Exhibitors Herald)
KANSAS CITY, MO., March 28.-
Lavvrence E. Goldman, counsel and sec-
retary of the M. P. T. O. Missouri, has
been appointed counsel of the Managers
and Performers Consolidated Circuit, a
large small time vaudeville circuit. This
work will in no way interfere with the
praiseworthy work he is doing for Mis-
souri exhibitors.
Conventions
NATIONAL: To be held at Washington,
D. C, at the New Willard hotel on
May 8 to 1Z.
ILLINOIS: To be held at the Sherman
hotel in Chicago on April 4 and 5.
MISSOURI : To be held at Statler hotel
in St. Louis, April 5 and 6.
INDIANA: To be held at Indianapolis
probably on April S and 6.
WESTERN PENNSYLVANIA: To be
held at Pittsburgh on April 10, 11 and
12.
MINNESOTA: To be held at Minneapolis
on April 10, 11 and 12 at the Radisson
hotel. An exposition will be held in
conjunction with the convention.
WEST VIRGINIA: To be held »f Park-
ersburg on April 11.
April 8. 1922
EXHIBITORS HERALD 49
Film Ntvcs
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue oj April 8
Stories Told
by
the Camera
Coast Wampas and other celebrities of the industry frol-
icking at first annual social event given by Western Motion
Picture Advertisers at the Ambassador hotel, Los Angeles.
Pete Smith, Marshall Neilan's publicity director, says that
the picture shows only half of the hall. All right, Pete, how
many thousand were there?
Victor Herbert (center) was feted and dined during his stay
in San Francisco as guest conductor of the California
theatre orchestra. At the right is Eugene Roth, managing
director of the house, and at the left, Herman Heller, '.irector
of the orchestra.
Truly an "Orphan of the Storm." This steamer,
plastered with paper advertising D. W. Griffith's
"Orphans of the Storm," was driven into New
Rochelle harbor along the Boston Post road, New
York State, during a raging storm.
50
EXHIBITORS HERALD
April 8, 1922
Mary Wynn, a promising
young player, who is appear-
pearing in J. L. Frothing-
ham Productions which are
being distributed by First
National.
Mary Anderson, who appeared in
Charles Ray's "Two Minutes to Go,"
met Wesley Barry on his arrival in
Milwaukee to appear in conjunction
with showing of First National's
"Penrod."
An elaborate setting in which are
presented the Persian dancing girls
in the Ferdinand Earle production,
"The Rubaiyat," which is being dis-
tributed by Eastern Film Corporation.
Christie Film Company is swinging into the last lap of production of its series of twenty-four comedy pictures for
Educational Film Exchanges. Here are scenes from three of the series which will be available for Educational Pic-
tures Week, April 16 to 23. Left: Neal Burns in "Oh Promise Me!"; center, Bobby Vernon in his travesty, "'Tis the
Bull," right, Dorothy Devore in "Fair Enough."
Alice Terry, who is a
featured player in Rex
Ingram's Metro pic-
ture, "The Prisoner of
Zenda."
Cine Americano of Buenos Aires, owned by Max Glucks-
man, which will begin the showing of Paramount pic-
tures on May 1, in accordance with a contract signed
with Famous Players-Lasky Corporation. An elaborate
advertising drive is preceding the first presentation.
Margaret Beecher in
the Playgoers pic-
ture, "Sunshine Har-
bor," which Associated
Exhibitor- will publish
April 2.
April 8. 1922
EXHIBITORS HERALD
51
Metro reports that exhibitors are
counteracting the Lenten depres-
sion with Mae Murray's "Fascin-
ation."
Is Buster Keaton entertaining
Norma Talmadge or vice versa?
It's hard to tell from this photo
of the stars in First National's
"Smilin' Through" and "Cops."
A "Backward" group. Marshall
Neilan and principals in his newest
production, "Fools First," just
finished for First National distri-
bution. Left to right: Claude
Gillingwater, Claire Windsor, Mr.
Neilan and Richard Dix.
Obtaining foreign atmosphere for Paramount pictures. Top picture shows
George Fitzmaurice directing a scene with Jimmy Kirkwood and John
Miltern on the road from Sorrento to Postano. In the picture below is
Evelyn Brent, David Powell (with black hat on) and John S. Robertson
talking over a scene from the Paramount picture, "Spanish Jade," while on
location in Spain.
An example of the remarkable double exposure work
which characterizes "The Masquerader," the Richard Wal-
ton Tully production for First National. Guy Bates Post
is star of the production.
(Catherine MacDonald and special cast including left
to right Boris Karloff, Bryant Washburn, Tom For-
man, director, the star, Francis McDonald, June
Elvidge and Mitchell Lewis in "The Woman Conquers."
52
EXHIBITORS HERALD
April 8, 1922
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FE\-0 OF TH^IR MEMBERS-
"Woof! Woof! We're Going to the Dogs," by Rube Goldberg. Published
through First National's arrangement with Central News Bureau.
Ray C. Smallwood has started
filming "The Queen of the Moulin
Rouge" for Pyramid Pictures, of
which he is production head.
Albert C. Wyckoff, comptroller of
Fox Film Corporation, died last
week of pneumonia. Several Fox
representatives attended the fune-
ral.
The bath scene which makes
'em roar in Charlie Chaplin's
latest two-reel comedy, "Pay
Day," for First National.
"Prairie Jack" Edwards passing through Salt Lake
en route from Casper to Lasky studio with peti-
tion signed by 10,000 people asking William S. Hart
to continue making Westerns.
Phyllis Haver, who ap-
pears in Mack Sennett-
First National film,
with Ben Turpin.
One of the amusing scenes
from the Vitagraph special,
"Too Much Business," an
Earle Derr Biggers' story.
April 8, 1922
EXHIBITORS HERALD
53
Now that Bull Montana is a star in his own right he's re-
ceiving the plaudits of his following. The "Bool" and his
friend, Billy Elmer, are shown here registering satisfaction.
Hunt Stromberg has started production on the first picture
"A Ladies' Man."
One of the highlights in the Goldwyn production, "The
Glorious Fool." E. Mason Hopper directed an all star cast
in this feature which is a picturization of a Mary Roberts
Rinehart story. The picture is .presented in six reels.
An Educational-Torchy comedy is given prominent
display in the lights at one of the world's largest
theatres, the Chicago, one of the houses in the
Balaban & Katz circuit.
Alice Calhoun who ap-
pears in the Vitagraph
publication, "The Angel
of Crooked Street."
R. R. Cribble, Grand
theatre, New Hamburg,
Ontario. Read his
"Money Making Idea" in
this issue.
The choir that made money for Mr. Gribble during
presentation of "From the Manger to the Cross."
His stunt is described in "Money Making Ideas" on
page 56.
54
April 8, 1922
WEEK in NEW YORK
WHEN Producer Bill Yearsley made
"An 111 Wind," the picture shown
at the "Naked Truth" dinner, he ruined the
careers of a lot of promising young pub-
licity persons. Now they think they're all
actors.
Walter Eberhardt thinks he's a better
actor than Will Hays was a postmaster
general.
Lin Bonner thinks he's a better actor
than Adolph Zukor is a producer of pic-
tures.
Arthur Brilant thinks he's- a better actor
than Carl Laemmle is a maker of million
dollar productions.
Charlie Einfeld thinks he's a better ac-
tor than John Drew and Otis Skinner
combined.
Paul Gulick doesn't think. He knows
he's a great actor and modestly admits.
In the final analysis Producer Bill
Yearsley probably will have a lot to an-
swer for.
* * *
And Producer Bill Yearsley says ; "As ac-
tors those boys are good publicity men."
* * *
Ben Grimm of publicity and exploitation
fame for Universal et al, was discovered
over on Fifth avenue one day last week
trying to fit himself to a monacle, and when
questioned said "Hist" and looked mysteri-
ous. The mystery was solved, however,
when someone discovered Grimm's monaker
on the passenger list of a vessel sailing for
dear old London. There he will join E. J.
Smith, who is making a survey of film con-
ditions for Carl Laemmle. Before leaving
Grimm denied that he was cultivating an
accent. He expects to acquire that from
Harry Reichenbach who has been over
there for a couple of weeks.
* * *
John Emerson and Anita Loos, the lat-
ter being Mrs. John Emerson except on
scenarios, have also departed from these
shores for Europe. They will also take a
peep at film conditions, especially in Ger-
many and Italy. Mr. Emerson expects to
get a lot of new reasons to advance to
Congress as to why a 50 or even 60 per cent
duty should be placed on the import of
films.
* * * •
Paul Gray, who was associated with
Irving Lesser and Harry D. Wilson in the
personal exploitation of George Beban and
Jackie Coogan, and later with Warner
Brothers during the production of "School
Days," will handle exploitation for M. J.
Burnside's "Yankee Doodle, Jr." He has
taken offices with Mr. Burnsidc in the As-
tor Hotel. Upon being pressed Paul will
admit that "Yankee Doodle, Jr." is a pretty
fair picture.
* * *
Joe Ruttenberg, star cameraman of Fox
films, cranked his camera with one hand
last week while he dealt out cigars with
the other. It's a girl, born March 21.
Harry Millard has already expressed a de-
sire to cast her in the next picture he
makes, and Joe says as she is sure to be a
great motion picture star, he is going to
hold off on giving the little miss a name
until he finds one that will look well in
electric lights on Broadway. He's open
to suggestions.
* * *
Friends of Sam E. Mokkis, both within
and without the Selznick organization, are
tendering him a testimonial beefsteak
dinner prior to his departure for Lon-
don. The event will be held on the night
of Saturday, April 8, at "La Maisonette,"
12 West 45th street and beefsteak and other
things will be served.
* * *
Eddie Bonns, who writes nice pieces for
the papers about Warner Brothers pictures,
is looking for a good place to do some road
work. In early days Eddie was an athlete
of note and at one time even permitted a
couple of huskys to swing towels in front
of him during the one minute rest between
the three minute rounds. Attempting to
do little unusual exercise recently Eddie
discovered that he wasn't in shape to go
more than half a dozen rounds with Jack
Dempsey, so he's planning to get himself
in condition to take on all comers as of
yore.
* * *
And speaking of self defense, Mr. Bonus
said : "Every man should be able to de-
fend himself when attacked. Not that I
ever have been or expect to be, but it is
always well to be prepared. I learned, by
observation, recently that one way to sub-
due an attacker is to insert your nose firmly
between his teeth and hold on until the other
fellow quits."
* * *
Paul Perez, in a moment of weakness,
agreed to read a scenario written by a
friend at that time but not now. Paul de-
clares that friendship ceased when he cam
to a line telling how the villain, overcome
with remorse, "totally ended his own lite
forever by killing himself dead with a re-
volver."
* * *
Ed Wynn, "The Perfect Fool" at the
George M. Cohan theatre, declares em-
phatically that he will not desert the mus-
ical comedy stage for pictures and now his
friends are telling him that he isn't quite
the name of his show.
* * *
After a careful study of Volstead condi-
tions, cause, effect and remedy, Arthur Bril-
ant felt the urge of the muse and dashed
off the following, which he submits with the
explanation that he writes poetry for pleas-
ure and expects no monetary remuneration :
"Hush, little battleship,
Don't you cry,
You'll be a hootch chaser
Bye and bye."
* * *
Ben Blumentiial, of Hamilton Pictures
Corporation, is expected to arrive from the
other side the latter prt of the week. He
is bringing a couple of big pictures.
* * *
Harry Poppe says he is about to achieve
a lifelong ambition. He has always wanted
to be a regular big league publicity person
for a Broadway theatre. Harry Houdini,
who signs Poppe's pay check, has leased
the Times Square theatre for an indefinite
run of "The Man From Beyond" and Poppe
will tell the people about it in the public
prints.
* * *
Sol Lesser is on his way from the Coast
to New York with a print of "Trouble," the
second of the Jackie Coogan independent
features.
* * *
Lesley Masqn, of First National has a
big kick coming. He returned from a West-
ANN LITTLE and support in a scene
from "Chain Lightning" an Arrow-
Ben Wilson special.
tru trip in time for the "Naked Truth"
dinner, and claims he was cruelly misled
as to the proper accessories to take to the
A. M. P. A. function. Someone told him
that nothing but I. C. C. 32 film contain-
ers could get past the door guard, but he
later discovered this rule was not strictly
adhered to.
John S. Spargo.
Transfer Wallace to
Chicago as Manager
For Famous Players
(Special to Exhibitors Herald)
NEW YORK, March 28.— Sidney R.
Kent, general manager of Famous Players,
has made a number of changes in the per-
sonnel of several of the company's branches.
They are:
C. C. Wallace, formerly branch manager
at Washington, goes to Chicago as branch
manager; H. I. Krause, branch manager at
Omaha, succeeds Wallace at Washington;
R. D. Thomas, branch manager at St. Louis,
succeeds Krause at Omaha; R. J. McManus,
branch manager at Kansas City, succeeds
Thomas at St. Louis, and R. C. LiBeau is
made branch manager at Kansas City.
Adler Branch Sales
Manager Under Kane
(Special to Exhibitors Herald)
NEW YORK, March 28.— Lester W.
Adler has been appointed sales manager
of the Associated Exhibitors New York
exchange by President Arthur S. Kane,
and has assumed his new post.
Will Supervise Serials
(Special to Exhibitors Herald)
LOS ANGELES, March 28.— M. C.
Levee, president of United Studios,' is to
supervise the serials Ruth Roland will
make for Pathe.
\pril 8. 1922
EXHIBITORS
HERALD
55
Board of Judges
Selects First National's —
Nine "Dollar a Week" Men
John Paxton, according to the judges,
would have been declared grand sweep-
stakes winner if such a prize had been
offered. Musselman Theatre Interests
controls the Grand, Parisian and Cozy
theatres at Paris. Tex., the Grand at Cor-
sicana and the Travis at Sherman. Fol-
lowing is a summary of his campaign fn
the three cities:
Seven hundred and forty-three inches of display
advertising. 257 inches of free display advertising.
1.707 lines of reading notices free of charge.
Used eighteen First National pictures during week
as follows:
"Bits of Life," "R. S. V. P.." 'The Great Ad-
venture," "Her Mad Bargain." "Molly O."
"Dinty," "A Midnight Bell," "The Wonderful
Thing " "In the Heart of a Fool," "What Women
Love." "The River's End" and various comedies
including several Toonervilles and Mack Sennet's.
"By Heck," "Be Reasonable." "She Sighed by the
Seaside."
Built eight different lobby displays, used an
aeroplane decorated with First National banners
which flew to all parts of the country. Gave free
aeroplane rides and books of tickets. Used street
cars and interurban cars. Induced newspaper
editor at Paris to carry free stories of First Na-
tional pictures during entire year of 1922.
* * *
Edward L. Hyman's campaign was de-
clared to have been the most extensive
ever conducted in Brooklyn. An idea of
his activities may be gained from the fol-
lowing resume:
He used large display advertising before and
luring First National Week. Had Hope Hampton
appear in person in connection with her picture
"Stardust." Used cards on the front of some
)00 street cars. Had huge illuminated signs at
the busiest points of the city. Had art paintings
in entrance of theatre. American flags and First
National Week flags flow.i from the marquee. Had
lobby decorated with First National pennants,
American flags, one sheets, portraits of Hope
Hampton. Distributed Hope Hampton heralds to
thousands of Brooklyn homes. Used huge First
National Week banner carried by six men. Mailed
thousands of postcards in advance of week. Ran
a special First National Week trailer in advance.
Introduced First National trade mark in the special
George Washington prologue.
* * *
The Circle theatre at Indianapolis
played "Penrod" during First National
Week and concentrated on the picture
more intensely than on the week itself.
Their program of exploitation included:
NEWSPAPERS: A tie-up with the Indianapolis
Star for freckle show and carrier show, resulting
in stories and pictures every' day for ten days in
advance of opening. Interviewed Booth Tarking-
ton. author of the story. Advance stories, advance
advertising, reviews.
COOPERATIVE ADVERTISING: Window
displays in book stores and department stores
which were made a feature of advertising by these
stores. Window display in Stewart's Book Store
had a miniature of the Circle stage, displaying
scenes from "Penrod" on a drum operated by
motor.
OUT-DOOR CAMPAIGN: Parade of 2,500
freckle-faced kids and Indianapolis Star newspaper
carriers. Posting of 24 sheets advertising First
National Week and "Penrod," 300 one sheets, 200
regular window cards. 50 special hand drawn win-
dow cards in down-town stores, 200 cards on front
of city street cars.
INTERIOR: Pre-views of "Penrod" for Booth
Tarkington and friends, for newspapermen and
for members of school commissions. Each show-
ing resulting in special publicity for "Penrod" and
tirst National Week. Slides used for one month
in advance advertising "Penrod" and the week.
Special posters in lobby advertising "Penrod'-
month in advance. Special show for the paraders
mentioned above.
* * *
What is described as the most sensa-
tional event was the "Go to Theatre
Week" in Seattle. Credit for this big
enterprise which became a civic carnival
must go to L. O. Lukan, manager of the
Seattle branch office of First National.
Twenty-three theatres in the city were
booked for First National Week. Lukan
got the managers of vaudeville, grand
opera, stock and picture houses to join
in "Go to Theatre Week," which was in
reality First National Week. A fund of
$2,500 was raised to advertise it and a
huge theatre parade was organized.
Fourteen floats representing as manv
theatres appeared in this parade, which
was led by a band of ninety pieces. Had
Lukan been an exhibitor, instead of a
member of the First National organiza-
tion, he unquestionably would have been
Enterprising Exploitation Activities Win Co
Showmen Presenting First Nat ion a
Nine exhibitors, their names published in the adjoining box, have
been selected as First National's "Dollar a Week" men. These men, who
are honored as a result of their enterprising exploitation campaigns con-
ducted during First National week, will be taken to the West Coast for
a week's sojourn at the studios where the company's attractions are
produced.
More than 100 exhibitors submitted statistics and photographs as
entrants in the contest, which was conceived originally to encourage thea-
tre men to exploit First National week, but which developed into a re-
markable demonstration of showmanship on the part of exhibitors of the
country.
For the purpose of describing the
achievements of the winners, a resume
of the activities of each is published here-
with. A clearer conception of the stunt«
planned and executed may be gained
through a peiusal of the photographs pub-
lished in the "Theatre" department.
The board of judges was comprised of
the following men: John S. Spargo, who
acted for William R. Weaver, editor of
the "Theatre" department of Exhibitors
Herald; Epes W. Sargent of Moving Pic-
ture World; J. S. Dickerson of Motion
Picture News; Charles Simpson, who
acted for Howard McLellan of Exhibitors
Trade Review, and R. W. Baremore of
New York Morning Telegraph.
ast Trip for Nine
I Pictures
"Dollar a Week"
Exhibitors
Here are the nine "Dollar a
Week" men who will go to Cali-
fornia as a result of the exploitation
competition conducted by Asso-
ciated First National during First
National Week, February 18 to 25.
CLASS 1. (Seating- over Z.S00)
Edward L. Hy man, manager of the
Mark Strand theatre, Brooklyn, N. Y.
Ralph Lieber, manager of the Circle
theatre, Indianapolis, Ind.
Frank Steffy, Coliseum theatre, Seat-
tle, Wash.
(Note: Mr. Steffy's theatre rightly
falls in the Class 2 of theatres, but
in view of the fact that he was part
of the mammoth "Go to Theatre
Week" carnival staged in Seattle dur-
ing First National Week, the car-
nival itself was considered a Class A
stunt. The best man participating in
it was adjudged winner in this divi-
sion. Mr. Steffy was that man.)
CLASS Z. (Seating 1,000 to 2,499)
A. G. Stolte, Des Moines theatre, Des
Moines, la.
Willard C. Patterson, Metropolitan the-
atre, Atlanta, Ga.
O. K. Mason, Regent, Wichita, Kan.
CLASS 3. (Theatres seating less than
1,000)
John Paxton, Musselman Theatre In-
terests, Paris, Tex.
Alfred I. Got tes man. Strand theatre,
Shenandoah, Pa.
Joe Burton, Star theatre, Toccoa, Ga.
awarded this prize in the contest, but
the judges considering the "Go to Thea-
tre Week" as a unit selected the man
who in their judgment put over the First
National campaign. This happened to be
Mr. Steffy of the Coliseum. His cam-
paign included:
Advance teasers on Penrod and a puzzle con-
test. One week before the engagement posted
forty 24 sheets, twenty-five 6 sheets, forty 3 sheets
and eighty 1 sheets. 300 window cards. Advance
trailers on First National Week. Special window-
displays on Penrod books, skates, knives ana
other articles dear to the heart of a boy. Tied-uj,
with confectioners and soda fountains to feature
Penrod sundaes and Penrod ice cream. Had large
ice cream manufacturer donate 3,500 special con-
fections bearing the Penrod imprint on the wrap-
pers.
Presentation: Opened show with a special march
dedicated to First National Week and played by
40-piece orchestra at each performance. Special
prologue with Penrod and two little negro boys,
Penrod singing song. L'sherettes wore silk rib-
bons reading Penrod. First National Week.
Lobby: A beautiful shell was built for the
front of the house, showing cutouts on Penrod
in elaborate colors which were brilliantly illumi-
nated at night.
* * *
In Class 2, Arthur Stolte, managing
director of the Des Moines theatre, was
held to have devised the best campaign.
It had twelve distinct units, as follows:
1. Reproduction of First National Week ban-
ner in form of a sticker, eight inches long which
was placed on 40.000 newspapers, announcing
First National Week.
(Concluded on page 78)
PHOTOGRAPHS of a group of exhibitors winning high honors in the exploitation of First National pictures
are published on page 42. Pictures descriptive of their exploitation campaigns will be found on pages 58
and 59.
56
EXHIBITORS HERALD
April 8, 1922
Quigley Editorial Hits Nail on
Head, Declares Kent
P aramount Official Commends Publisher for Bringing an
Important Subject Before Industry
(Special to Exhibitors Herald)
NEW YORK, March 28. — "Martin Quigley, in his editorial, 'Longer
Exhibition Life,' in 'Exhibitors Herald' of March 25, placed his finger
on a very vital matter in the business of distributing and exhibiting
pictures," said Sidney R. Kent, in an interview with a "Herald" represen-
tative today.
"Mr Quigley states what we in the Famous Players-Lasky organiza-
tion recognize as a truth when he says that when the owner of a picture
will placidly forget its existence, it follows in the natural order that the
theatremen will do the same.
ikT F sales organizations and exhibitors
■*■ throughout the industry would rec-
ognize that a picture is absolutely new
until it has been seen, and this applies to
the individual patrons as well as to the
theatres or cities where it has been
shown, one of the most vital problems
with which we have to contend would be
solved. Add to that the fact that there
have been scores of genuinely worthwhile
pictures released during the past few
years which thousands of people would
like to see again, and the matter looms
still more important.
* * *
"Paramount is going to adopt a policy
of re-issuing, in blocks of convenient
numbers, some of its noteworthy suc-
cesses. The first block selected includes
George Loane Tucker's 'The Miracle
Man,' Cecil B. DeMille's 'Male and Fe-
male,' 'Old Wives for New' and 'Why
Change Your Wife?'; George Fitz-
maurice's 'On With the Dance,' John S.
Robertson's 'Dr. Jekyll and Mr. Hyde,'
starring John Barrymore and George
Melford's 'Behold My Wife.' This block
of seven pictures will be shown by Hugo
Riesenfeld at the Rialto theatre, New
York, during the week of March ?6.
Heavy bookings have been reported by
all our exchanges for the same group
since our first announcement a couple of
weeks ago.
"There is no reason why such a ven-
ture should not be eminently successful.
I feel that it will prove, in our own case,
most gratifying not only to exhibitors,
but to their patrons, making for exhibitor
prestige wherever the policy is followed.
If exhibitors would only get away from
the idea that a good picture is dead for
all time as soon as it has been shown in
their town, they would not only find sure
profits, but would strengthen themselves
with their patrons.
"Now let me emphasize just one other
point, one which Mr. Quigley called at-
tention to in the concluding paragraph of
his editorial. Thousands of good films
are lying idle on the shelves of the dis-
tributors, he says. I should say that the
average worthwhile picture does not cir-
culate during its so-called lifetime to
more than 70 per cent of its possibilities.
That, in fact, is a very liberal estimate
and takes into consideration that the first
run circulation may often be practically
100 per cent.
* * *
"This means that many a fine picture
misses being shown in thousands of
towns. This condition, I believe, is not
entirely our fault. It is due chiefly to a
prejudice among many small exhibitors
against showing pictures which they re-
gard as old, even though their patrons
have never seen them. They seem in
many instances to be obsessed with the
idea that it is imperative that they show
only comparatively new pictures even
though they may be mediocre or almost
worthless, losing sight of the fact that
they are nearly always paying more
money and getting far less value than
would be the case were they to play the
older and better pictures. All of which
brings us right back to the fundamental
point: 'A picture is always new until it
has been seen.'
"Mr. Quigley is to be commended for
bringing these important matters so forc-
ibly to the attention of the industry."
Territorial Rights on
"Ten Nights" Disposed
Of in Central States
Dr. W. E. Shallenberger, president of
Arrow Film Corporation, was in Chicago
last week for the purpose of selling and
booking "Ten Nights in a Barroom."
The Arrow chief announced while in Chi-
cago that he had disposed of the terri-
torial rights on the special for Nebraska.
Iowa, Minnesota, North and South Da-
kota, Wisconsin and Kansas and Mis-
souri.
The picture has been sold to Fred Cub-
berly of the First National exchange at
Minneapolis for the Northwest. Dr.
Shallenberger said that he could not
divulge at the time the names of the
concerns which will handle the picture in
Iowa, Nebraska, Kansas and Missouri.
It is understood that the picture also
has been disposed of in the Illinois terri-
tory but this has not been verified. If
this is true the only territories open at
the time of Mr. Shallenberger's departure
for the East were Michigan, Ohio, Ken-
tucky and Tennessee.
S. Carolina Exhibitors
Perfect Organization
(Special to Exhibitors Herald)
COLUMBIA. S. C, March 28.— By-
laws were adopted and an executive com-
mittee elected at a meeting of the South
Carolina Theatre Association held at Jef-
ferson Hotel. The executive committee
comprises L. T. Lester, president; Max
Bryant, first vice president; T. L. Little,
second vice president; E. C. Halseden,
treasurer; H. Wells, A. C. Cowles, J. M.
O'Dowd and C. W. Irvin.
A grievance committee, to handle dif-
ferences between exchanges and exhibi-
tors of the state was also appointed.
Semi-annual meetings, it was decided, will
be held, in January and July.
San Francisco Seeks
Control Over Pictures
(Special to Exhibitors Herald)
SAN FRANCISCO, CAL., March 28.
— Members of the police and judiciary
committee of the board of supervisors is
considering an amendment to the present
ordinance governing the class of pictures;
at the local motion picture theatres. The
amendment sought would prohibit any
film "which might tend to excite riots or
national hatred."
MONEY MA
Which Have Been
Exhibitors to Build
By R. R. GRIBBLE
(Grand theatre, New Hamburg,
Ontario, Canada)
If you are able to organize a
choir and conduct it or get
your orchestra leader to do so,
you can make money as I did
with "From the Manger to
the Cross." Although I can-
not say much for the picture,
it being very old, I can say it
went over big.
I picked the best voices
from all our church choirs, the
result being twenty voices. I
chose three anthems, one for
the birth, one for the Cruci-
fixion and one for the Ascen-
sion. I also had them do
closed lip work while the pic-
I N G IDEAS
sed Successfully by
Up Their Patron age
ture was on, using such hymns
as "Sun of My Soul" and
"Holy Night."
Believe me, I had a choir
of all soloists which made a
hit and, best of all, I made
money for the first time in a
month.
I would advise any small
town exhibitor to try this if
possible. He will find it easy
to get voices, as they all seem
to like to sing in a theatre
and the cost is practically
nothing.
EDITOR'S NOTE: A picture
of the home talent choir Mr. Grib-
ble used in his presentation, and
also a picture of the exhibitor him-
self, appears in this issue in the
Pictorial Section.
THE THEATRE
sStPRACTICAk
Two Stories All Should Read
Post- Run Copy
For "Disraeli"
Helps Theatre
u
Of
W. W. Whitson strong-
ly impressed citizens of
San Diego, Cal., with the
earnestness of his efforts
to give them the best pic-
ture entertainment avail-
able at his Plaza theatre
when he bought space
for a three-column dis-
play based on "Disraeli"
after that attraction had
closed its run. His copy
explains his motive to
showmen.
XRELATED save in
that they add impor-
tantly to the literature
the new theatre which
has risen in the wake of pro-
tracted depression, the two
developments recorded in
stories upon this page merit
the attention of every show-
man. In one an exhibitor es-
tablishes a precedent in
prestige advertising. In the
other an executive makes an
offer which should go far
toward defining the position
of the chapter play on the
national program.
Laemmle Offer
To Exhibitors
Defines Serial
Carl Laemmle. presi-
dent of Universal Film
Manufacturing Company,
has contributed vitally
toward the proper defini-
tion of the serial pic-
ture's place in the theatre
scheme of things in his
announcement of per-
sonal awards to show-
men exploiting "The Ad-
ventures of Robinson
Crusoe." That work is
important.
ARTHUR S. FRIEND, of Distinctive Productions,
producers of the picture concerned, voiced the opin-
ion of this department when he said in commenting upon the
advertisement, "They will always believe him hereafter. He
has listed the important item of good will right up at the
very top of the Plaza's assets; he has made his house first
in the esteem of the solid classes of his community and I
believe, as I have always believed, that the successful
theatre is the one that in the long run appeals to those who
think.
Mr. Whitson's display was headed with the three-word
announcement, " 'Disraeli' Engagement Closed." The re-
mainder of the copy was as follows:
It is unusual for a theatre to spend money to tell
people of a picture that has closed its engagement.
And the Plaza has no intention to return "Disraeli.**
"Disraeli." with George Artiss in the title role,
which closed a week's engagement last night, was, m
the opinion of the management, one of the very best,
if not absolutely the best picture that ever played
the house.
Further, the previewer for the Plaza, who sees as
many pictures every week as most people see in many
months, believes it to be the best picture he ever
saw, considering everything, and from all angles.
With no selfish interest in view, we are spending a
considerable sum to tell you about this picture, largely
ps a compliment to its makers, whom we do not even
know, and to its distributors, the United Artists.
Here are some of the reasons we believe give this
picture its high rank:
First, its entertainment value. People go to theatres
to be entertained rather than instructed, or "preached
at.'* It has wit rather than comedy: scintillating
brilliancy: it portrays most vividly a worthy love of
youth's springtime, but far more forcefully that most
wondrous love of all, perhaps, the pure time-tried
love of a sweet, kindly, brilliant, witty man — the first
man of a great nation at its height, for his wife—
and such a wife!
And the story — its theme so great — the attainment
of practically a continent by a nation — the battle of
wits of the very nations themselves — if nations have
wits — its historical accuracy and value.
And last of all, Arliss. Upon him the mantle of the
grea t a ct ors of the pas t seems to have fallen. We
say — and the critics bear us out — that he is the fore-
most actor in the world today, bar none.
"Disraeli" was only moderately successful. Did you
see it? Had we written this earlier, you might not
have believed.
We thank you.
MR. LAEMMLE announces that he, personally,
will give $50 to each of the four exhibitors each
week during the next four months who put over the most
effective and original exploitation for the chapter play
named above. The offer also contemplates gifts of $450,
$300 and $200 each month to the three of the sixteen exhibi-
tors receiving awards whose work is considered best. Usual
provision is made for individual work of equal merit.
In his comment relative to the offer made Mr. Laemmle
brings out important aspects of the serial feature as a
program factor. His remarks follow:
"I have made a thorough study of the serial field
during the last twelve months, and I am convinced
that I am right when I say the serial soon will be
as big a feature as any special production, and that
it will be exploited with equal care.
"I know that in the making of 'The Adventures of
Robinson Crusoe* as much care is being taken in the
costuming, in the settings, and in the customs of the
period as ever has been taken in any feature. Also,
Universal' s experience with its two previous high-
class serials, 'Winners of the West' and 'With Stanley
in Africa,' has absolutely proved there is a great de-
mand for feature serials. The very people who for-
merly leveled the most criticism at the serial form of
motion picture have stood solidly behind Universal
in the exploitation of our 'thrill- from- history* chapter-
pictures. I am referring to school superintendents,
teachers, preachers, other educators and parents.
"With the awakening to a full recognition of the
great educational as well as entertaining value of
high-class serials, such as Universal is now making
exclusively, there has come an increasing appreciation
of the value of exploiting a serial properly. It has
come to my attention that many exhibitors got be-
hind 'Winners of the West* and *With Stanley in
Africa* with the same zeal they put behind super-
productions.
"By offering bonuses to exhibitors who go out of
their way to put over The Adventures of Robinson
Crusoe* I hope to stimulate interest in proper serial
exploitation. I believe that it may help many ex-
hibitors to learn how successfully a serial may be
presented to the picture public. I mean that by prop-
erly exploiting a feature serial, business can be in-
creased just as surely and as completely as by the
exploitation of any picture.
"I would like to convince many exhibitors that serial
exploitation i s worth every cent they put into if."
58
I- XHIRITORS HERALD
April 8, 1922
First National Week Bests
Camera chronicle of exploitation that won coast trips for nine exhibitors. Story on page 55.
JOHN PAXTON, of the Musselman theatre interests in Texas, was a third division winner. His campaign was generally
regarded as the best submitted in any class. Two of the lobby displays installed are shown above.
AN AIRPLANE AND AN INTERURBAN CAR united Paris, Sherman and Corsicana, Texas, in the First National
Week drive conducted by Mr. Paxton. Photographs show the banner placement which spread the doctrine over the country-
side.
FRANK STEFFY, Coliseum, Seattle, Wash., was a first O. K. MASON, Regent, Wichita, Kans., was one of the
division appointee of the judges. His float for "Penrod" was showmen selected in the second class. One of his window
part of Seattle's "Go To Theatre Week." displays for "My Boy" is shown above.
April 8. 1922
EXHIBITORS HERALD
59
EDWARD L. HYMAN, managing
(■director of the Mark-Strand theatre.
1 Brooklyn, N. Y., was chosen in the first
I class, theatres of more than 2,500 seating
I capacity. Hope Hampton's "Stardust"
was the ieatured attraction. By depart-
ing in a degree from the conservative
advertising policy which he follows Mr.
Hyman drew the patronage indicated in
the lower panel of the illustration. First
Xational Week was featured above the
picture title in the electric sign copy, as
shown.
A. L GOTTSEMAN, Strand. Shen-
andoah. Pa., earned place in the third
division by the enterprise reflected above.
WILLARD C. PATTERSON, Metro-
politan, Atlanta, was selected for honors
in the second division, theatres seating
from 1,000 to 2,499 persons. The
Thomas H. Ince production, "Hail The
Woman," was chosen by Mr. Patterson
for special treatment. A street car bally-
hoo and the upper front of the Metro-
politan as decorated for the campaign
are shown in above illustrations. First
Xational Week copy was conspicuously
featured in the banners used.
RALPH LIEBER, Circle, Indianapolis, Ind., was awarded first division honors on the merit of his "Penrod" exploitation.
The story appeared in a recent issue of this department. The children's march to the theatre is shown above.
EXHIBITORS HERALD
April 8. 1922
JUST AROUND
THS CORNER-
D P. WHITFIELD, Lyric theatre, San Angelo, Tex., capitalizes the
Sprang house-cleaning movement every year by leading a campaign
for a more sightly city. In this instance he used the Cosmopolitan-Para-
mount production, "Just Around the Corner," as the picture upon which
the clean-up drive was based. In his letter on this page he tells of the
event.
/"•LOSE-UP view of the cans brought to the
Lyric during the drive which was calculated
to make the view "Just Around the Corner" in
San Angelo a more sightly one.
THEATER EDITOR.
Exhibitors Herald.
Dear Sir:
I am enclosing photographs of our front
and the tin cans received at our Tin Can
Matinee, given Monday afternoon, March
6, in connection with our feature, "Just
Around the Corner" and the city's an-
nual Clean-Up Week, which started the
same week.
This week also was Health Week for
the state of Texas as proclaimed by the
governor. We received some favorable
comments in the local press, including
some front page stuff.
With best wishes, I am,
Yours very trulv,
R. P. WHITFIELD,
Lyric Theatre, San Angelo, Tex.
*
DEAR MR. WHITFIELD:
If the photograph of the tin can heap
is a fair indication we take it that the
stunt was even more successful this year
than last, and we thought it was pretty
good, and said so, then. We repeat the
opinion and add that we're glad to note
you've made it an annual affair.
In endeavors of this kind, which are
largely institutional and of permanent
I_I ARRY E. BRUCE, Circle theatre, Kansas
City, Mo., as "Rip Van Winkle," in his ex-
ploitation campaign for that Hodkinson attrac-
tion. His letter gives the details of the stunt.
benefit, consistency is a big factor. To
figure in a civic enterprise once is com-
mendable and profitable. To effect perma-
nent, year-to-year identification with such
an enterprise is to multiply that profit by
the number of years and add a consider-
able something which may be termed "in-
terest." This sort of interest compounds
very rapidly.
The idea, in our opinion, is splendid. We
hope to sec many other showmen follow
your example. — W. R. W.
*
THEATRE EDITOR.
Exhibitors Herald.
Dear Sir:
I am enclosing a picture ot myself as
"Rip Van Winkle." If you think it will
give any other exhibitor an idea of put-
ting over a picture please pass it on.
Through a misunderstanding with a
'"m *i ^
0 v .!
: ; ==
p -
rv
EXPLOITING Arrow's "God's Country and the Law," Otto J. Petrich,
Rex theatre. Vale, Ore., contrived this front at a cost of two dollars.
Fence posts, rifles, deer head, mountain lion and bear rugs and a Christ-
mas tree were borrowed. Read his report on the engagement in "What
the Picture Did for Me."
FOR Paramount's "The Little Minister" Mr. Petrich produced the above
display at a cost of two dollars and seventy-two cents. He used 112
feet of lattice, painted posts yellow, borrowed two strings of grapes,
added baskets of roses and made still frames from split willows. Business
reported in "What the Picture Did for Me."
April 8. 1922
EXHIBITORS HERALD
61
photographer, who made it a point t'o be
at the show to snap the picture, there
isn't a very large crowd around me. 't
was made forty-five minutes before the
show opened and there was a long line at
the box office, afraid of not getting in,
who would not pose.
However, we almost tripled our Satur-
day business on this picture by a little
extra exploitation for three evenings near
the theatre. I also visited two schools
and at each one there was a crowd of
three hundred children following me.
Everyone was pleased with the picture.
Let's have more ideas from neighbor-
hood theatres and not all downtown and
small town stuff. Yours truly,
HARRY E. BRUCE.
Circle Theatre, Kansas City, Mo
DEAR MR. BRUCE:
The make-up is a knockout. And the
idea is better. We don't wonder that
business trebled. And we don't wonder
that those in the waiting line were too
anxious to get into the theatre to pose for
the picture.
Your suggestion that we have more
ideas from neighborhood houses is excel-
lent. We've always wondered why wc
didn't hear more from neighborhood ex-
hibitors and we've guessed that it was be-
cause they were too modest to submit
their ideas where they might be compared
with those of downtown showmen. If
this is the reason it's obviously a faulty
one, as it has been our experience to note
that the bulk of practical, original exploi-
tation ideas came to light after the first
runs of pictures concerned had become
history.
We hope your lead will be followed by
other neighborhood exhibitors and that we
will be swamped with contributions from
this quarter. If you'll permit us to in-
clude a general invitation in this reply to
your letter it is combined with our thanks
for v o u r contribution herewith. —
W. R. W.
<Xi.3«y''
t~* C. CRAIG, Pastime theatre, Marmaduke,
Ark., utilized reports from the "What The
Picture Did For Me" department of the HERALD
in advertising by herald distribution the showing
of Selznick's "She Loves and Lies."
"Seven reels of vivid,f or-
ceful acting." — Exhibitors
Herald on "The Sheik's
Wife."
Neighborhood Run
Nets "Old Nest"
Editorial Layout
THE KANSAS CITY STAR SFNPAT. J LARCH 3, 1922
QTSE ' OLD 'NEcST'j
H^P mWA illil HB£ fclB 1I|§1
mm?"
OEVERAL weeks after "The Old Nest'* had completed its downtown, exhibition period in Kansas
City the managing editor of the "Kansas City Star" saw the picture at a neighborhood house
and was moved to publish the page reproduced above.
H
'ARRY E. BRUCE, Circle theatre, Kansas Citv, Mo., emphasizes
the importance of the neighborhood theatre in his letter in an
adjacent column. It is this same importance that is demonstrated in the
above reproduction of a special editorial feature from the Kansas City Star
of March 5.
August F. Seested editor and part owner of the newspaper saw the Goldwyn
production at a neighborhood playhouse several weeks after its exhibitions at
the Liberty and Doric theatres downtown. He composed the page layout shown
above almost identical in form with a number used in this department and used
it as a reader interest feature.
The general value of the page is apparent. Mr. Seested's example may and
should be followed by newspapers generally for their own benefit and in fair-
ness to the industry they have so ruthlessly and unjustifiably slandered.
62
EXHIBITORS HERALD
April 8. 1922
Argentina Knows
Paramount Films
By Exploitation
Exploitation, modern business miracle worker, is being employed by
Max Glucksmann, theatre and exchange executive of Buenos Aires,
Argentina, to introduce Paramount pictures by brand name to his vast
public. Mr. Glucksmann has acquired distribution rights for Paramount
pictures in Argentina, Uraguay, Paraguay, Chile, Peru and Bolivia.
PICTURES published since May,
1921, are included in the contract
signed with E. E. Shauer, director of the
foreign department of Famous Players-
Lasky. Among the first productions to
be offered South American theatre pa-
trons are "The Affairs of Anatol" and
"The Sheik."
Mr. Glucksmann has launched one of
the biggest exploitation campaigns ever
reported from a foreign country for the
introduction of Paramount pictures,
which he carefully designates by brand
name, in his more than a score of the-
atres in Buenos Aires.
He publishes the details of his con-
tract in his advertising copy, which is in
Spanish. Translated, it reads, "Para-
mount Pictures, all the films produced by
the great American concern from May
1, 1921, will be shown exclusively in this
theatre and in all the moving picture
houses showing the Max Glucksmann
program."
It is interesting to note that in intro-
ducing an American product Mr. Glucks-
mann also has introduced American ex-
ploitation methods, his general campaign
and the campaigns for individual pictures
following closely the lines established by
advertisers of the same products in this
country.
Photographs reproduced herewith show
phases of the introductory campaign.
The twenty-four sheet stands are handled
as in the United States, but in utilizing
the base of his screen for copy pur-
poses Mr. Glucksmann strikes a purely
native note. Although this idea probably
would not be found satisfactory in ap-
plication to American theatre needs, it
undoubtedly will operate beneficially in
Buenos Aires.
The spread of American exploitation
methods is a notable development. It
should be encouraged.
APPROACH to the Palace theatre, Buenos
Aires, showing advertising for Paramount
pictures maintained by Max Glucksmann, owner
and manager.
// Wasn't Joe —
// Was Richard
With this issue a cher-
ished record of accuracy
dating from the inception of
this department is punctu-
ated by introduction of an
unlovely but honorable
journalistic adjunct. The
correction follows:
ON page 47 of the April 1 issue an
elaborate telephone campaign
conducted for the Newburgh, N. Y., run
of Arrow's "Ten Nights in a Barroom"
was set down in the words of Richard
Weil, aiding in publicity and advertis-
ing for Arrow Film Corporation.
Through confusion no less inexcusable
because understandable the name of Joe
Weil, of the Export and Import film
company, was printed in the headline
and introduction. Our apologies to both
eentlemen and to our readers herewith.—
W. R. W.
U1
"A Sailor Made Man," As-
sociated Exhibitors Harold
Lloyd comedy, broke attend-
ance records at the Wash-
ington theatre, Chester, Pa.,
during a week's run marked
especially by uniform at-
tendance at performances.
"NIFORM draught is a valuable
and infrequently observed qual-
ity of certain good box office attractions.
Although it is probably not possible to
evolve a formula by which this attribute
may be assured to pictures in production
it is nevertheless interesting to give
thought to the matter with a view to
correctly appraising attractions known
to possess it.
In a seven weeks' run at the Symphony
theatre, Los Angeles, "A Sailor Made
Man" was reported also as being at-
tended evenly at its fifty performances.
No reason for this circumstance is ad-
CCREEN base at the Grand Splendid theatre, Buenos Aires, advertising Paramount pictures.
Translated, it reads, "All the films produced by the great American concern from May 1, 1921,
will be shown in this theatre and in all moving picture houses showing the Max Glucksmann'
program."
THE battle-ship lobby display for "A Sailor
* Made Man" at the Washington theatre, Ches-
ter, Pa., where the picture established a house
record.
vanced, as it is improbable that observa-
tion revealed such a reason.
The box office advantage of the at-
traction which draws evenly, consistently
throughout its run is apparent. It is not
necessary with such a picture to struggle
for that first huge attendance generally
calculated to make up for subsequent
lighter attendance. Nor is it difficult to
learn from observation of the box office
the exact time at which the picture should
he taken off. There are a number of ad-
vantages which it is not necessary t<9
point out to practical showmen.
If this is not a matter of accident or
coincidence, if the comedy in question
actually possesses a certain quality which
insures steady draught during Its run,
certainly all who make or exhibit motion
pictures should give it their attention.
April 8. 1922
EXHIBITORS HERALD
63
By WALTER E. EBERHARDT
Associated First National Pictures, Inc.
w:
rITH the turbid background of
seething India, the J. L. Froth-
ingham production. "Shattered Idols."
distributed by First National, offers an
opportunity for exploitation that is both
unusual and timely. The novel settings
of the picture are,
exemplified in the
for the most part,
stills, which offer
ample suggestions for exploitation on
broad lines.
Suggestive of a street, cabaret or win-
dow stunt is the figure of Marguerite de
la Motte in the role of Sarasvati. The
swaying, dancing figure, loaded down
with beads and jewelled ornaments, car-
ries its own implication of Kipling's mys-
tic India, "where the dawn comes up
like thunder out of China 'cross the bay.' "
In fact, it might not be out of the way to
add a touch of mystery to this dancer
and use her as advance exploitation, label-
ing her "A Daughter of Brahma." which
is the name of the Wylie novel from
which "Shattered Idols" has been adapted.
One can carry the idea a step further
by having the figure masked and allow-
ing passersby to identify this daughter
of Brahma and arousing an air of curi-
osity about her purpose in appearing in
a show window or restaurant.
The turbaned figure of James Mor-
rison, in the leading male role, offers a
cuggestion for a street ballyhoo. A sand-
wich man, garbed as a Hindu, can at-
tract a lot of attention along the main
thoroughfares and the signs should be
appropriate for his stunt.
The scene of Ethel Grey Terry as the
mother with a crippled son offers an in-
teresting theme for a newspaper discus-
sion as to whether a mother's disappoint-
ment over a deformed boy could ever
be sufficiently strong to turn normal
mother love into hate. It may sound
hard on husbands but five women out
of six will respond to the subject: "The
Greatest Love of My Life." by telling of
their love of children.
The reference to the picture can be
made in explaining the contest, or, if a
more direct tie-up is sought, the subject
can be turned into: "Mother Love vs.
Mother Hate — Which Is Stronger?"
With the spring season approaching the
still of Louise Lovely in riding costume
gives a snappy suggestion for outdoor
wear that can be used in display windows
by stores dealing in costumes and dresses
as well as by sporting goods emporiums.
For the theatre itself the idea of paint-
ing the panels and the ticket box to re-
semble the mosque of a Hindu place of
worship is appropriate. This has al-
ready been dene by the Majestic theatre.
Portland. Ore., and proved quite a draw-
ing card. (See "Theatre Graphic")
Bv direct contrast with the seriouslv
dramatic theme of "Shattered Idols,"
the Emerson-Loos production, "Red Hot
Romance" is in comedy vein, almost ap-
proaching farce and should be exploited
accordingly.
If you play the picture around the first
of the month the still showing the dock
of unpaid bills arriving at the bedside of
the oversleepv young man will furnish an
idea for posters mailed to vour patrons
with the heading: "OVER'DUE. You
owe yourself a good laugh and can col-
lect it by seeing 'Red Hot Romance' at
the theatre this week." A small
cut reproduction of this picture in the
upper right hand corner of your card
will help create the idea.
May Collins with the parrot may fur-
nish an idea to enterprising showmen
who are convinced that while a parrot
may be taught to say "Just as Good" the
words are meaningless coming from him;
and that while advertising may at times
claim that pictures are just as good as
the ones shown at the theatre the
individual patron should decide for him-
self by coming to see "Red Hot Ro-
mance."
To simulate the burlesque treatment of
the story the balcony scene conveys an
inspiring thought. The idea of the bull
on the coat of arms with the motto "Vivo
A Tauro" which, if carried out in the
same spirit of witticism, furnishes a cue
for a good laugh, can be adequately
welded into the lobby display. Better
still, have a bull led up and down the
streets. To bring out the farce effect
have him decorated with purple cloth and
labelled "The Royal Animal of Bunk-
ovia." You might have an Ethiopian
dressed in regal robes act as escort to
the male cow to further impress the dig-
nity of the occasion.
A court scene is so unusual in a pro-
logue that it is suggested as appropriate,
by the accompanying still, for a prelude
to "Red Hot Romance."
64
INHIBITORS HERALD
Aoril 8, 1922
f E. DAFFIN, operating the Daffin theatre, Tallahassee, Fla., used
^* live peacocks in the above stage setting for the Metro production,
"Peacock Alley." The art department of the Florida State College for
Women supplied the oil paintings used for panels at each side. A spot-
light and color wheel were used and the stage lighting diffused during
actual exhibition of the picture. Mr. Daffin, one of, if not the first, ex-
hibitors to take up exploitation, has a theatre record of which this
presentation is representative.
/CONTINUING his exploitation assistance to
^ visiting exhibitors, Louis Rosenbluh, man-
ager of the New York Fox exchange, has in-
stalled this display demonstration for the Pearl
White picture, "The Broadway Peacock."
Genuine
Service
A good idea lives. The
outstanding illustration of
the moment is the growth
of exchange-exhibitor ex-
ploitation aid. Several
stories presented in this de-
partment recently have been
based upon the spread of
this commendable doctrine.
LOUIS ROSENBLUH, manager
of the New York City Fox ex-
change, is a leader in this work. Two
photographs showing his demonstration
settings for "A Virgin Paradise" were
reproduced in a recent issue. The photo-
graph reproduced herewith shows his dis-
play for "The Broadway Peacock" as in-
stalled in the exchange.
Consistency in this type of work should
work toward complete generalization of
the practice throughout the country.
There is probably no method by which
exchange men may make their office
more popular headquarters among ex-
hibitors than by filling it with object ex-
amples of money-making exploitation
ideas which exhibitors may adopt profit-
ably.
In view of the widespread and endur-
ing benefits to be obtained through fur-
therance of this exchange policy we be-
lieve company executives should insist
that branch managers give it their atten-
tion, possibly developing a display sys-
tem by which each succeeding publica-
tion may be presented to exhibitors in a
manner calculated to reveal clearly its
exploitation advantages.
Peacock
Feature
Typical
Two live peacocks com-
posed the cast of characters
in the prologue used by C.
E. Daffin, Daffin theatre,
Tallahassee, Fla., for "Pea-
cock Alley." The feature re-
flects credit upon an ac-
knowledged pioneer in pic-
ture exploitation.
CE. DAFFIN, proprietor of the
• Daffin theatre, contributed to this
department some time ago a photograph
of the street exploitation conducted by
him for "The Battle of the Sexes," one of
the first D. W. Griffith features to attract
particular attention, and established him-
self as one of the first if not the first
motion picture exhibitor to use exploita-
tion seriously. His most recently re-
ported activity, the staging of a unique
and effective prologue for the Metro
production, "Peacock Alley," is ample
evidence that he remains in the forefront
of exhibitor advance.
Two live peacocks were featured in
the Daffin stage setting, a good photo-
graph of which is reproduced at the
top of this page. Art panels used at the
sides of the stage were furnished by the
art deDartment of the Florida State Col-
lege for Women.
A velvet drop was used in front of the
setting and spotlight and color wheel ad-
vantageously used imparted exceptional
brilliance to the stage when the drop was
raised. The setting was maintained
throughout exhibition of the feature, dif-
fused lighting enhancing its atmospheric
value. _
Prologue antagonists will find it diffi-
cult to adversely criticise this presenta-
tion. The salary element does not en-
ter into its consideration. Nor does stage
setting expense. Yet its effectiveness as
presentation and as exploitation through
word of mouth publicity cannot be de-
nied.
We consider this accomplishment the
work of a master showman. Much credit
is due Mr. Daffin for contributing valu-
ably to the theatre record of what prom-
ises to be a widely exhibited attraction.
LJAVING done practically everything else with
** motor-knights exploiting "A Connecticut
Yankee," progressive showmen now mount them
upon motor-sleds. The stunt is reported by the
Tremont Temple theatre, Boston,
Season
Stunts
A motor-sled replaced the
usual motorcycles in the ex-
ploitation of "A Connecticut
Yankee" during its run at
the Tremont Temple the-
atre, Boston, Mass. The
stunt wa* purely a season-
able one, as are many of the
best.
SEASONABLE stunts are as im-
portant in exploitation as timely
stories are in newspapers. Although
basic merits of two or more possibilities
may be exactly equal choice naturally is
given that which is because of its timeli-
ness most attractive. Summer's influence
is an established item in theatre calcula-
tions. But there are three other seasons
that are not always given due considera-
tion.
When the Fox production, "A Con-
necticut Yankee in King Arthur's Court,"
was shown at the Tremont Temple the-
atre in Boston the exploitation knights
that have become almost an integral part
of 4he attraction by reason of their gen-
eral use in its advertising were sent about
the city on a specially constructed motor
sled. It is not recorded nor reasonable
to believe that in a city as large as Bos-
ton the condition of the streets necessi-
tated this. It is true, however, that the
already great attention value of these
street representatives was materially en-
hanced by thus mounting them. The sea-
sonable angle was added. It is always
productive of benefit.
April 8, 1922
EXHIBITORS HERALD
65
'SHATTERED IDOLS" at the Majestic.
"THE SILENT CALL" at the Star.
T
G
H
R
E
A
A
P
T
H
R
I
E
C
FIRST NATIONAL WEEK was observed by Portland, Ore., theatres in exceptional
manner, showmen massing their advertising and capitalizing their total newspaper
space to fullest extent. Lobbies were decorated with a strong trade mark motif
and the Portland exchange sent about the city the float shown above. Four lobby
displays used are shown on this page. The Liberty, Rivoli and Columbia
theatres also installed special fronts. 1 he campaign is a splendid example of co-
operative showmanship.
"THE PASSION FLOWER" at the Grand.
"THE CAVE GIRL" at the Peoples.
66
EXHIBITORS HERALD
April 8. 1922
"COME ON OVER," new Goldwyn Rupert Hughes production, was lobbied as shown above by Ralph A. Wettstein, Ascher's
Merrill theatre, Milwaukee, Wis. The display was moun ted above the entrance to the theatre and sounded a loud note
in its demand for attention. The Irish-American appeal is strong. The cutouts required to make up a similar display are
obtainable from paper supplied with the attraction.
SECOND RUN of "My Boy" in Wash-
ington, D. C, was exploited by the
Leader theatre solely through distribu-
tion of heralds and similar literature
and the institution of an impersonation
contest for boys in which the winner
was called upon to address the audience
from the stage. A newsboy, he seized
the opportunity to advertise his busi-
ness bv expressing the hope that all
would patronize him.
"SATURDAY NIGHT," Paramount pro-
duction, was advertised as shown above
in the lobby of the Palace theatre, El
Paso, Tex., the display being made up
by J. M. E. Hart, manager.
HENSON'S KLEAN KUT KLASSY
entertainers boosted First National
Week for the New Opera House,
Charles Town, W. Va., presenting the
appearance shown above. E. G. Hen-
son, it should be made clear, is pro-
prietor of the theatre, and the band is
made up of the house orchestra, ushers,
operators and Mr. Henson himself.
So successful was the stunt that he will
maintain the organization.
STILL ANOTHER CHARIOT is reported for the exploita-
tion of Fox's "Queen of Sheba," this one being parked in
front of the People's theatre, Superior, Wis., where it set
off to advantage the two-way sign and other items in the
general lobby display. Wide distribution of one-sheets
spread word of the showing broadcast.
ARTHUR E. WELD, Strand theatre, Waterloo, la., known
throughout the theatre Held for consistent development of
new ideas in exploitation, papered lobby and ushers with
like effectiveness during First National Week. All of the
representation shown is made up of paper. The stunt is
typical of Mr. Weld's progressive showmanship.
April 8. 1922
EXHIBITORS HERALD
67
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 49
President Harding, addressing a
Bible class at the Calvary Baptist
church, Washington, said: "In the
experiences of a year in the presi-
dency there has come to me no
other such unwelcome impression
as the manifest religious intolerance
which exists among many of our
citizens. I hold it to be a menace
to the very liberties we boast and
cherish."
PUBLIC RIGHTS LEAGUE
Industry Awakening
To Reform Menace
Exhibitors who have been loathe to launch anti-reform campaigns for
fear of creating local nuisances, organizations which in the past have devoted
their energies more or less to social actiz~itics and editors who Itavc scorned
the possibility of the country being ruled by intolerance arc awakening to the
menace which is spreading into every city and hamlet. This encouraging evi-
dence comes to this department in a mass of mail received within the past fete
days. A resume of the activities of individuals and organizations is published
herewith. In some instances the published matter should be clipped for propa-
ganda purposes.
Writing in his widely read column,
"Today," in the "Chicago Herald and
Examiner," Arthur Brisbane says:
"Professors of Yale, through the Uni-
versity Press, are preparing to teach
history with moving pictures. That this
would happen was predicted by this
writer many years ago, when the mov-
ing picture was housed in vacant lots
or little halls and people wondered 'how
long it would last.'
"It's a long jump from cuneiform in-
scription or hieroglyphics, to the mov-
ing picture that could tell you all of
Egypt'* history, worth knowing, in an
hour, and tell it so you would remem-
ber it
"The moving picture attacked today
as the printing press was attacked when
it was new is destined to be the great-
est of all teachers of civilization."
Elias Wetstein, publicity director of the
Queen, Majestic. Arcadia and Garrick the-
I atres at Wilmington, Del., is to be com-
| mended for his efforts on behalf of the
industry. A letter to the editor of the
i "Evening Journal," a local paper, is given
I prominent display by leading off the "Peo-
ples' Column." In the same issue of the
[daily an article bearing upvn the reform
\ situation is published under a two column
[head through the efforts of the publicity
\director. This practice of writing to the
■local dailies, submitting occasional worth-
while articles should be encouraged. Al-
unost weekly the HERALD publishes ma-
terial of a nature which might be welcomed
>by the local editors. Do not overlook these.
If there is no immedinate use for them,
"clip and file." It is the enterprising show-
mar, like Mr. Wetstein, Encin Edwards of
Cleveland, A. L. Middleton of De Queen,
Ark., H. M. Richev and members of the
M. P. T. O. of Michigan, C. E. Power of
North Branch, Minn., and many others who
will maintain the freedom of the motion
picture.
* * *
The PUBLIC RIGHTS LEAGUE de-
partment has just received from Erwin
Edwards, of Edwards Amusement Com-
pany, Cleveland, O., a set of the slides
which he has offered gratis to exhibitors
of that city to counteract the unfair treat-
ment accorded the industry recently by
Order Your Slides
1
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, 111.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
Name
(Write name and
Theatre
address legibly)
L
City
A Call to Arms
Under that caption the following
has been received from the Screen
Writers' Guild:
The entire picture industry has been
put on the defensive by the vicious at-
tacks in the press on the character of
the people who are producing pictures
in the California studios. The vicious
slanders on Hollywood reflect upon ev-
ery branch of the industry and unless
checked are a serious menace to every-
one who deri v es a liv eli h ood f rom the
making and distributing of pictures. A
bureau has been established on the coast
to fight these attacks, and spread broad-
cast the real facts about Hollywood and
the character of the picture workers.
This bureau is being operated under the
auspices of the Screen Writers' Guild of
the Authors' League of America, repre-
senting every branch of the business.
Everybody can do his bit. In order to
fight these attacks successfully, it is
necessary that the Bureau know just
what is being printed and who is print-
ing it. All exhibitors and exchange men
are urged to scan the newspapers in their
localities and clip all comments on the
film industry, whether favorable or un-
favorable, and mail them, with the name
of the publication, and the date, to the
Screen Writers* Guild, 6716 Sunset boule-
vard, Hollywood, California. This is the
greatest service that can be rendered at
the present time, and everybody is urged
to co-operate to the greatest of their
ability.
J
the press and the reformers. Following
are the messages transcribed on the Ed-
wards' slides:
Just to prove to you that the papers lied
about the motion picture people of Holly-
wood—
Come in this theatre at any time and
from the various pictures which are being
presented, show one performer who at-
tended "wild orgy parties" such as the
papers told of and a reward of $500 will be
paid.
THE DAILY PAPERS HAVE LIED
Your favorite actor or actress never at-
tended a "wild orgy party" and had no con-
nection with the
TAYLOR MURDER MYSTERY
Clean, healthy, wholesome, entertaining
pictures is all you'll ever see at this the-
atre.
The filthy stories involving the motion
picture people of Hollywood were LIES.
The publishers knew they were lying to
you, but thought they would sell a few
more of their penny papers thereby.
Motion picture people are normal, law
abiding citizens. They are working hard
and earnestly for your entertainment and
benefit.
It is hoped that many exhibitors have
taken advantage of Mr. Edwards' offer.
* * *
An answer to the intolerant attitude
that motion pictures are the source of all
evil, are the results obtained from ex-
(Continued on page 76)
68
EXHIBITORS HERALD
Anril 8, 1922
The Truth About
News Reels - - -
You exhibitors who were present ten years ago when
the news reel made its first appearance, remember
the persistency with which producers forced scenes of
ship launchings, baby parades and other such subjects
into each issue. Week after week, month after
month, and year after year news reel producers
continued to feature these same subjects — baby
parades, ship launchings, etc. Even now the majority
of news reels show week after week these same listless
subjects. For lack of REAL news they find it
necessary. Not so one producer. A short time ago
Louis J. Selznick decided that after ten years of stand-
stillness in the news reel field, improvements were in
order. He decided to mould his news reel after the
fashion of the successful newspaper, publishing real,
honest-to-God news only. That's why Selznick News
stands superior to all other news reels — because it
publishes NEWS while its contemporaries continue
to publish views of the same old parades and ship
launchings. That's why Selznick News unquestionably
is the World's Greatest News Reel.
April
1922
EXHIBITORS HERALD
69
NEWSPICTURES
TI/777/ a view to giving the exhibitor a better understanding of the importance of the
ww News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
NEWSPICTURES
PERFECT THE
SERVICE OF
THE PRESS
A NEWSPICTURES
EDUCATIONAL
CAMPAIGN
"Newspictures are always good !"
In that sentence, which should be made a slogan, the advertising
possibilities of the news reel are strikingly revealed.
Because of the great box office benefits to be derived from proper
capitalization of these possibilities we offer herewith the first of a series
of educational advertisements for theatre use.
Reasons prompting this extension of "Herald" service follow:
The newspicture is the one form of
screen material into the composition of
which stellar temperament, directorial
whim, adaptorial fallability and related
factors involving the human and artistic
elements do r.ot enter. Newspicture con-
tent is natural, exact. Only in the selec-
tion of events and the editing of footage
is the merit of the news reel subjected to
human influence, and in this work keen
competition and a comparatively small
field insure utmost capability.
It follows that in advertising news-
pictures the exhibitor may at once dis-
pose of the quality consideration with
the statement that newspictures are al-
ways good. He may proceed, then, to
the business of selling to the public a
•staple and unvarying article, a product of
uniform character.
Since the theatre advertiser is accus-
tomed to write his advertising always
with one eye turned critically upon his
product and the other calculatingly upon
his Dublic, it is apparent that a different
technique should be evolved in writing
newspicture copy. Here he may assume
the sometimes envied position of the es-
tablished merchandise advertiser and
speak continuously and progressively of
the newsfilm.
* » *
The obviously important campaign is
the basic, educational one which has as
its aim the definite fixation of a single
idea in the public mind. Which does not
mean that the fixation of that idea should
mark the end of newspicture advertising.
Rather, it should mark the actual begin-
ning.
The purpose of the series of advertise-
ments which is introduced on this page
is to demonstrate to showmen the possi-
bilities of newspicture advertising and to
provide at the same time constructive
copy which may be clipped and used in
local newspapers by those who wish to
conduct an educational campaign in pace
with the development of this department.
This copy will be written during the
«arly part of the series with the aim of
preparing the reading public for actual
headline advertisements of individual
newspicture editions. It is apparent that
such preparation is properly the first end
to be given consideration.
Brief review of comedy history leads
directly to the fundamental reason for a
campaign of this nature. Following pub-
lication of a widely read and quoted
article, " — And a Comedy." which ap-
peared in the exploitation department of
the Herald a little more than two years
ago, exhibitors generally took up the ad-
vertising of comedy subjects on a proper
scale for the first time. The present ex-
cellent status of comedy advertising is
FINAL EDITION
Xewspicture editors are requested
to report contents of current editions
regularly and as far in advance as
possible to this department.
FOX NEWS, Xo. 48: Irish march in honor
of St. Patrick in New York City — William G.
McAdoo arrives in Los Angeles — President
Harding plays golf at Ormond Beach, Fla. —
King and Queen of Greece honor memory of late
Pope at Athens — New Yankee challenger schooner
launched at Essex, Mass. — Western mayor builds
loco-auto — Ostriches at Pasadena live on oranges
— Face to Face with Japan, showing Japanese
"Coney Island."
INTERNATIONAL NEWS. No. 24: Atlantic
ship lanes cleared of derelicts— Free shaves in-
augurate beard raising contest in Sacramento —
Aviator "drops in" on lawmakers at Washing-
ton— More Rhine troops arrive home at Portland,
Me. — Speed record in firing big guns made at
Fort McArthur, Cal. — -French surgeon treats sick
tigress in Paris — Marion Davies displays Spring
fashions in New York City — English steeplechase
season opens at Bletchington — Tad Cartoon,
"Daffy Magicians."
KIN OGRAM3, No. 2130: Rhine troops in
last review at Coblenz, Germany — Wild steers
escape in New York City — Observe 146th anni-
versary of Evacuation Day at South Boston,
Mass. — University of Minnesota students in
grotesque annual parade — Chilo, chimpanzee, ar-
rives at Milwaukee zoo — Wesley Barry mayor of
St. Louis for nve minutes — Foreign children en-
joy American capital — Personalities in the news
of the week. No. 2131: Rhine troops arrive
home — Bonus bill passes in lower house — Cham-
pions win indoor tennis tournament in Boston —
French war veterans hold bike race in Paris —
"Civic Virtue" statue criticized by New York
women — Largest cake ever made celebrates
Minneapolis building show — Congressmen see
new baby biplane in Capitol plaza — Schoolgirls
set flapper fashions at New York art center —
Personalities in the news of the week.
SELZNICK NEWS, No. 1025: Rhine troops
arrive at Portland. Me. — Princeton varsity crew
begins practice — Crown Prince of Afghanistan
visits Paris — Whiskers race begins in Sacramento
— Sally Milgrim's fashions are posed by Alfred
Cheney Johnston in New York City — Box with
feet in Paris — Japan has heaviest snowfall in
30 years — Cabaret dancers arrested in New York
cabaret — Parisian editors agree to fight duel —
Lady Rhondda first woman member of British
House of Lords — Notables sail for Europe.
WHAT you read in newspapers
makes up the bulk of your general
knowledge.
WHERE the newspaper leaves
off, with word description and still
camera illustration, the screen be-
gins.
NEWSPICTURES perfect the vi-
tal service of the printing press
to civilization by "showing you"
what the newspaper "tells you
about."
SEE the news at —
THE PALACE
well known.
Newspictures offer special advantages
even more attractive than did the comedy
at that time. It remains for a few prog-
ressive showmen to take the lead in their
exploitation. With such it is the earnest
desire of this department to cooperate
to the fullest extent.
SELZNICK NEWS
BANS TRITE
EVENTS
David O. Selznick, managing director
of Selznick News, has issued instructions
for the elimination of ship launchings,
baby parades, corner stone ceremonies
and all news events which sma<-k of the
trite from future editions of that news-
picture. The ruling, interesting to all
showmen whether or not they publish
Selznick filmnews, follows:
Ship launchings may be used if they
break a bottle of real champagne over the
bow of the ship, the label on the bottle and
the tears of the populace to be featured in
the story.
Baby parades if they include five sets
of quadruplets of white parents or one set
of colored ; if they include twelve babies
or over belonging to the same parents. Fea-
ture the father, if he is conscious.
Laying of cornerstones if the mayor
smashes his thumb in the operation. Close-
ups of thumb and faces of his political
opponents.
Even since the Selznick organization took
over the production of the news reel they
have been extending every effort to intro-
duce new ideas in this type of production,
and after a year of this policy claim to have
succeeded in originating more ideas than
all the other news reels combined.
70
EXHIBITORS HERALD
April 8, 1922
DIGES V PICTURES of tAeWEEK
IS America developing into a nation of critics as well
as ardent picture-goers? It would seem so from
the number of criticisms printed in the fan magazines
and the daily newspapers. Hardly a picture escapes
nowadays. Very often these letters are of a construc-
tive nature — containing hints that might well be fol-
lowed by directors and producers for the betterment
of pictures — but very frequently they are sad attempts
at criticism projecting the writer's own opinions and
pointing out the weaknesses of the other fellow.
Many are more adept at criticism than in offering
a real solution for apparent evils, and the fact remains
that however good they may be as critics they are
equally bad actors because they cannot even suggest
a better way to do the thing.
"Saturday Night," Cecil DeMille's new produc-
tion, has been the subject for considerable comment
from these so-called critics. One complains that
wealthy families employing numerous servants do not
send out the family lingerie, and another calls atten-
tion to the fact that Coney Island resorts do not operate
as late in the year as Hallowe'en.
Both of these points it would seem are well taken
but it is becoming increasingly difficult, through a
scarcity of story material, to evolve new situations and
we can afford to be charitable and overlook occasional
slips of this nature, where the production is otherwise
well nigh perfect— J. R. M.
"KISSES" (Metro) is a clean, wholesome com-
edy-drama that should find a ready welcome in any
theatre. The continuity is unusually good and it makes
a sturdy vehicle for Alice Lake, the star. That like-
able fellow, Harry Myers, is in support. It was di^
rected by Maxwell Karger.
"FAIR LADY" (United Artists) an adapted Rex
Beach story, is an intensely interesting tale of Italy
and New Orleans. Betty Blythe has the leading role
and is supported by a very capable cast of players. It
is melodrama, but authentically so, and will hold the
interest from start to finish. Kenneth Webb directed.
"THE MAN WHO PAID" (Producers Security)
should prove an acceptable attraction for exhibitors
whose patrons favor stories of trading posts, French
trappers, and the big out-of-doors. Wilfred Lytell has
the principal role and is given good support by Norma
Shearer.
"YANKEE DOODLE, JR." (M. J. Burnside) is a
state right production of unusual merit. The acting,
direction and photography are of the best and the story,
while light, will prove intensely interesting to all
classes. It has somewhat the flavor of a George M.
Cohan stage play, and is devoid of sex and domestic
problems.
"ELOPE IF YOU MUST" (Fox) is Eileen
Percy's latest starring vehicle. Fox seems to be having
trouble getting the right material for this pretty screen
player. The story is rather thin, and concerns an ex-
actress who becomes a house maid to prevent the mar-
riage of- a wealthy man's daughter to the wrong man,
"THE ISLE OF ZORDA" (Pathe) adapted from
Jules Verne's story, "Mathias Sandorf," is far ahead
of many recent importations. It is a French produc-
tion and holds the interest at a high pitch from the
start. A carefully selected cast interprets the various
roles and beautiful photography abounds.
"THE CAVE GIRL" (First National) has prob-
ably the most magnificent snow scenes ever photo-
graphed. The story isn't much but you forget all else
and become interested in the picture from the first
because of the unusual out door shots. The plot is
very simple but a thrill added at the finish is quite
convincing.
"THE RAGGED HEIRESS" (Fox) is another,
"from rags to riches" or "Peg o' My Heart" story
with the youthful and vivacious Shirley Mason in the
stellar role. A capable cast and Harry Beaumont's
good direction save the story which is pretty ordinary.
"THE FIRE BRIDE" (Wid Gunning) was pho-
tographed in Tahiti, and for that reason has numerous
beautiful and natural locations. It was directed by
Art Rosson and he made the most of a fair story al-
though one that would have been rather flat had it not
been for the native atmosphere and sets.
"YOUR BEST FRIEND" (Warner Bros.) is a de-
lightfully human story with a rich vein of laughter run-
ning through it. Vera Gordon, of "Humoresque" fame,
is the star and is surrounded by an excellent cast. It
is clean and wholesome and should prove a good attrac-
tion.
"ANY NIGHT" (Amalgamated) was adapted
from a story by Charles Munson, and tells of a crook
who reforms when he discovers the error of his ways.
It has a certain amount of appeal and is clean through-
out. It was directed by G. M. Anderson.
. "ISLAND WIVES" (Vitagraph) is another South
Sea Island story with Corinne Griffith in a pleasing and
sympathetic role. There are the usual tropical island
scenes and several shots aboard a yacht that are effect-
ive. A cast of unusual excellence appears opposite
Miss Griffith.
"SUNSHINE HARBOR" (Pathe). This story
lacks any great amount of dramatic tenseness, but as a
whole should prove a pleasing little program picture.
Margaret Beecher is starred and registers pleasingly.
The film is five reels in length.
"BOUGHT AND PAID FOR" (Paramount)
brings George Broadhurst's successful stage play to the
screen again. It is a William DeMille production and
furnishes pleasing though strong entertainment.
Agnes Ayres, Jack Holt and Walter Hiers are Virginia,
Stafford and Jimmy Gilly respectively.
\ AGNES AYRES— JACK HOLT IN
BOUGHT AND
PAID FOR
(PARAMOUNT)
A William De Mille production of
the play by George Broadhurst,
scenario by Clara Beranger, with
Agnes Ayres, Jack Holt and Wal-
ter Hiers, makes pleasing enter-
tainment, with consistent con-
tinuity and logical development
characteristic of William De
Mille. Five reels.
Perhaps rather strong meat for houses
catering exclusively to family patronage,
yet the story is so nicely handled, it can-
not give offense. An excellent cast inter-
prets the famous play by George Broad-
hurst, Jack Holt being particularly well
adapted for the part of Robert Stafford.
Agnes Ayres gives a satisfactory perform-
ance of Virginia Blaine, although in the
sequence after her marriage she seems to
have but one expression and that not par-
ticularly becoming. She is far more at-
tractive when she smiles.
Robert Stafford, self-made millionaire,
finds to his own surprise he is in love
with a girl at a hotel switchboard. She
is flattered by his attentions but is not
in love with him, when she consents to
marry him. Her sister, engaged to James
Gilly (Walter Hiers), is eager to have her
:onsent, since it means comfort and
luxury for all. Stafford is very patient
with his wife and she at length learns to
love him. Two years pass with but one
ploud to her happiness — Stafford's drink-
ing. When intoxicated he forgets the
consideration due his wife. On a night
when her sister Fanny (played by Leah
Wyant) and Jimmie have been to the
ppera with Virginia. Stafford comes home
intoxicated and when his wife repulses
Him, breaks in her door.
. Ashamed and repentant the next day
he tries to make amends by presenting his
wife with a diamond bracelet. She refuses
it reminding him that the night before he
nas told her she was his, "bought and
3aid for." She tells him she is going to
eave him unless he promises never to
irink again. He will not make such a
Promise. She leaves, Robert telling her
ie will come to her when she sends for
lim, and she assuring him she will never
io that — he must come to her. Jimmie
oses his two hundred a week position
ind Virginia has to go to work. Jimmie
inally takes matters into his own hands
ind telephones Stafford that Virginia
■vants him. Stafford, lonely and eager for
^conciliation, flies to Virginia. The
iruth comes out but Stafford tells her he
las given up drink and understanding
:omes much to Jimmie's relief as he gets
>ack his coveted job.
Beautiful photography, a well-con-
tructed story, good characterizations,
.nd a cast that work intelligently make
his a typical William de Mille produc-
ion. It is a play for adults, however,
lthough care has been taken to avoid
ny unpleasant suggestive situations.
VERA GORDON IN
YOUR BEST FRIEND
(WARNER BROTHERS)
Delightfully human story with a
rich vein of laughter and pathos
revealing Miss Gordon in a
strong character role, supported
by an excellent cast. It is clean
and wholesome and should prove
to be a strong box-office winner.
Written and directed by Will
Nigh, and produced by Harry
Rapf.
"Your Best Friend" with Vera Gordon,
is a strong human interest story with a
delightful entertaining vein that registers
laughs, a wealth of pathos, and affords
the star a splendid opportunity for a real-
istic characterization.
There is more characterization and
humaness than a complicated concoction
of hokum. As the kindly, sympathetic
widow, Miss Gordon reveals anew her
ability as an emotional actress. She is
seen as the lovable Mrs. Esther Meyers
who is thrown into the maelstrom of two
socially ambitious women who endeavor
to climb the social ladder at her expense.
One happens to be her daughter-in-law,
and the other the mother of the daugh-
ter-in-law.
Belle Bennett, as the misguided daugh-
ter-in-law and Beth Mason, in the ro'e
of the society-crazed mother, both gave
excellent portrayals. Harry Benham
played capitally the role of the faithful,
but ambitious son, and Dore Davidson,
brought no end of laughs with his
qjaintly humorous characterization of
the trustful family bookkeeper. Stanley
Price was sincere and effective in the few
scenes in which he was seen.
The story transports Mrs. Meyers from
a modest home to one among the elite of
West End. Here she sees her daughter-
in-law and the latter's mother squander-
ing her hard-earned savings on gay par-
ties and teas. When she tries to mother
her little niece, or when she tries to be-
come part and parcel of her son's house-
hold, she is snubbed and rebuffed and
called old-fashioned by her daughter-in-
law. Her son, Harry, confesses to ab-
sconding with a bank's funds. To save
him from jail, and incidentally to save
the reputation of her other son, Robert,
whose ambition is to become district at-
torney, Mrs. Meyers gives up all her
money and pawns her jewelry to make
good the loss. Back to her former home
goes Mrs. Meyers. It is here that the
final realization of her true worth dawns
upon her daughter-in-law and the mother
and there is a happy reconciliation.
BEX TURPIN IN
STEP FORWARD
(SENNETT-FIRST NATIONAL)
Mack Sennett may have made a funnier
short comedy than this but it is pretty
difficult to recall one. Ben Turpin greets
the audience at the first closeup and is
on the screen almost continuously
throughout the entire footage and it is
Ben at his best, with a typical Sennett
cast in support.
Turpin is cast as the motorman-con-
ductor of a one-man street car and there
is a continuous procession of laughs, with
the usual number of Sennett thrills for
good measure.
VERA GORDON in a scene from "Your Best Friend," a Warner Bros, production
made by Harry Rapf, and directed by William Nigh.
72
EXHIBITORS HERALD
April 8, 1922
Quarterly Index to Pictures
"AS OLD AS THE HILLS," Educational Jan. 7
"ACROSS THE DEAD-LINE," Universal Jan. 21
"ACE OF HEARTS," Goldwyn Jan. 2S
••AWE OF LITTLE SMOKEY," Pathe Feb. 11
"ACROSS THE BORDER." Ay won Feb. 11
"ANY WIFE," Fox Feb. 18
"AWAY DULL CARE," Prizma Mar. 25
"BOOMERANG BILL," Paramount Jan. 7
"BURN 'EM UP BARNES," Mastod, S-R Jan. 7
"BOAT, THE," First National Ian. 21.
"BRIDE'S PLAY, THE," Paramount Jan. 2S
"BACK PAY," Paramount Feb. 4
"BE REASONABLE." First National Feb. 4
"BARNYARD ROMANCE," Educational Feb. 4
"BE MY WIFE," Goldwyn Feb. 11
"BEAUTIFUL LIAR," First National Feb. 11
"BILLY JIM," R-C Pictures Feb. 18
"BARNSTORMER, THE," First National Mar. 4
"BELLE OF ALASKA, THE," American Releasing Mar. 11
"BATTLING TORCHY," Educational Mar. 11
"BEYOND THE RAINBOW," R-C Pictures Mar. 11
"BOY CRAZY," R-C Pictures Mar. 25
"CHIVALROUS CHARLEY," Selznick Ian. 21
"CAMERON OF THE ROYAL MOUNTED," Hodkinsun . Jan. 28
"CALL OF HOME, THE," R-C Pictures Feb. 25
"CHASING THE MOON," Fox Feb. 25
"CHAUFFEUR, THE." Fox Feb. 25
"CARDIGAN," American Releasing Mar. 4
"CRADLE, THE," Paramount Mar. 4
"CHARMED LIFE," Vitagraph Mar. 4
"CHAIN LIGHTNING," Arrow Mar. 18
"CRADLE BUSTER, THE," American Releasing Mar. 25
"DANGEROUS LITTLE DEMON." Universal Mar. 11
"DOLL'S HOUSE, A," United Artists Mar. 25
"DON'T GET PERSONAL," Universal Jan. 28
"DON'T DOUBT YOUR WIFE," Pathe Mar. 18
"EDEN AND RETURN," R-C Pictures Jan. 7
"EXTRA, EXTRA," Fox Mar. 4
"FIRE EATER," Universal Jan. 7
"FIVE DAYS TO LIVE," R-C Pictures Jan. 14
"FOURTEENTH LOVER. THE," Metro Jan. 28
"FOOLISH WIVES," Universal Jan. 28
"FALSE ALARM," Fox Feb. 11
"FRENCH HEELS," Hodkinson Feb. 18
"FIND THE WOMAN," Paramount Feb. 25
"FOOL DAYS," Fox Mar. 25
"GRIM COMEDIAN, THE," Goldwyn Jan. 14
"GRAND LARCENY," Goldwyn Feb. 4
"GUTTER-SNIPE, THE." Universal Feb. 4
"GLEAM O' DAWN, THE," Fox Feb. 11
"GOLDEN GIFT, THE," Metro.- Feb. 18
"GOLDEN GALLOWS, THE," Universal Feb. 25
"GYPSY PASSION," Vitagraph Mar. 4
"GLORIOUS FOOL, THE," Goldwyn Mar. 4
"GLASS HOUSES," Metro Mar. 11
"GAME CHICKEN, THE," Itcalart-Puramount Mar. 11
"GIRL FROM ROCKY POINT," Pacific Mar. 18
"HER OWN MONEY," Paramount Jan. 7
"HAPPY PEST, THE." Fox Ian. 21
"HER MAD BARGAIN," First National Feb. 4
"HEADIN' WEST," Universal Feb. 18
"HANDLE WITH CARE," I'atlie Feb. IS
"HOLD THE LINE," Fox Feb. 25
"HIS HACK AGAINST rill: WALL," Goldwyn Mar. 4
"HER HUSBAND'S TRADEMARK," Paramount Mar. 4
"HER STORY." Second National Mar. 18
"HILLS OF MISSING MEN," Pathe Mar. 25
"IIUMESPt'N VAMP, A," Paramount Mnr. 25
"AN IDLE ROOMER." I nivcrsnl Inn. 28
"IRON TO GOLD," Fox Mar. 25
"I CAN EXPLAIN," Metro Mar. 25
"JACK O' LANTERN," Hodkinson Inn. 21
•Ml NOME GODDESS, THE," Export ,V Import Inn. 2s
".I \ \ OF THE Bit; SNOW S." American Kelcnslng Mar. IS
"KINDRED OF THE DUST," Firs! National Feb. 4
"LITTLE MINISTER, THE," Vita graph Jan. 7
"LOVE'S REDEMPTION," Plrsl Nntlnnnl .Inn. II
••LAW AND THE WOMAN, Till:," Paramount Jnn. 14
"LANE rllAT MAI) NO Tl IIMNG," Pnrnmnunt Jan. 28
"LEATHER PUSHERS," Universal Inn. zs
"LITTLE MISS SMILES," Fox Feb. 4
"LITTLE EVA ASCENDS," Metro Feb. 4
"LAST PAYMENT, THE," Paramount Feb. 11
"LOVES OF PHARAOH, THE," Paramount Mar. 18
"MESSENGER, THE," Vitagraph Jan. 21
"MAN FROM LOST RIVER," Goldwyn Feb. 4
"MORAN OF THE LADY LETTY," Paramount Feb. 18
"MIDNIGHT," Realart-Paramount Feb. 25
"MAN IN A MILLION, THE," Seeling Mar. 11
"MAN TO MAN," Universal Mar. 25
"MISTRESS OF THE WORLD," Paramount Mar. 25
"MAN WITH TWO MOTHERS, THE." Goldwyn Mar. 25
"NED OF THE NEWS," Universal Jan. 7
"NE'ER TO RETURN ROAD, THE," Educational Jan. 14
"NO DEFENSE," Vitagraph Jan. 21
"NANCY FROM NOWHERE," Realart-Paramount Feb. 11
"NIGHT ROSE, THE," Goldwyn Feb. 11
"NEIGHBOR NELL," Prizma Feb. 11
"ORPHANS OF THE STORM," Griffith Jan. 21
"ONE GLORIOUS DAY," Paramount Feb. 11
"ONE STORMY KNIGHT," Educational Feb. IS
"PENNY" ANTE," Universal Jan. 7
"POWER WITHIN, THE." Pathe Jan. 14
"PENROD," First National Feb. 11
"POLLY OF THE FOLLIES," First National Feb. IS
"PRODIGAL JUDGE, THE," Vitagraph Feb. 18
"PALEFACE, THE," First National Feb. 25
"PROPHET'S PARADISE, THE," Selznick Mar. 18
"QUESTION OF HONOR, A," First National Mar. 11
"RECEIVED PAYMENT," Yritagraph Jan. 7
"RIP VAN WINKLE," Hodkinson Jan. 21
"RENT FREE," Paramount Jan. 21
"ROOF TREE, THE," Fox Jan. 21
"ROLLIN' STONES, Educational Jan. 21
"RED HOT ROMANCE," First National Feb. 11
"RAMBLING ROMEO, A," Educational Feb. 25
"RIGHT THAT FAILED, THE," Metro Mar. 4
"RECKLESS CHANCES," Pathe Mar. 4
"RULING PASSION, THE," United Artists Mar. 25
"RAINMAKER, THE," Educational Mar. 25
"SIN FLOOD, THE," Goldwyn Jan. 14
"SKY HIGH." Fox Jan. 14
"SHATTERED DREAMS," Universal Jan. 14
"SIGN OF THE ROSE, THE," Garson Jan. 21
"STOLEN GLORY," Educational Jan. 21
"SONG OF LIFE, THE," First National Jan. 28
"SHADOWS OF THE SEA," Selznick Jan. 28
"STRENGTH OF THE PINES," Fox Jan. 28
"SHATTERED IDOLS," First National Feb. 4
"SATURDAY NIGHT," Paramount Feb. 4
"STEP THIS YVAY," Educational Feb. 4
"SCRAPPER, THE," Univcrsnl Feb. 11
"SMILES ARE TRUMPS," Fox Feb. 25
"SHOW, THE," Vitagraph Mar. 11
"STAGE ROMANCE, A," Fox Mar. 11
"SMILIN" THROUGH." First National Mar. 18
"SHEIK'S WIFE, THE," Vitagraph Mar. 18
"TRACKED TO EARTH." Universal Feb. 4
"TANGLED TRAILS," Stelner Jan. 7
"TRAVELIN' ON," Parnmount Jan. 21
"TOO MUCH WIFE," Rcnlnrt-Parantount Jnn. 21
"THREE LIVE GHOSTS," Paramount Jan, 21
"TRY AND GET IT," Fox Jan. 28
"TWO KINDS OF WOMEN," R-C Pictures Feb. 4
"TURN TO THE RIGHT," Metro Veb. 11
"TILLIE," Realart-Paramount Mar. 4
"UNFOLDMENT, THE," I'atlie Feb. 11
"YrERMILION PENCIL, THE." R-C Pictures Mar. 25
"WHATEVER SHE WANTS," Fox Jan. 7
"WILLARD-DEMPSEI FIGHT/' Hall Jan. 14
"WINNING WITH WITS," Fov Jan. 21
•W HITE HANDS," VV Id Gunning Jnn. 28
"WISE KID, THE," Universal Jnn. 28
"WHY MEN FORGET," R-C Pictures Jnn. 28
"WHY' ANNOUNCE YOUR MARRIAGE." Selznick Feb. 4
"WILDERNESS TALES, Eduentionnl Feb. 11
••WIDE OPEN TOWN. A." Selznick Feb. 25
"WHERE IS MY WANDERING ROY TONIGHT," Equity. Feb. 25
"WOMAN WAKE UP," Pathe Mar. 11
"WILD honey." Universal Mar. IS
••world's CHAMPION. THE," Paramount Mar. 18
April 8. 1922
EXHIBITORS HERALD
73
SPECIAL CAST IN
THE CAVE GIRL
(FIRST NATIONAL)
The magnificent snow stuff of this
picture puts it in a class by it-
self. Never have prettier out-of-
door scenes been photographed.
The story has some melodrama,
with one or two thrills near the
end. Adapted from a play by Guy
Bolton and George Middleton.
Five reels.
While the plot of "The Cave Girl" is
simplicity itself — concerning a mother
who wishes her daughter to marry a
wealthy young man in order to save the
family's financial standing — it has a novel
twist in that the mother, daughter and
daughter's sweetheart are sojourning in
the Northern woods at a hunting lodge,
and are compelled to stay there because
of the wealthy youth's infatuation for an-
other girl.
There are several amusing situations
nicely intermingled with the tragic notes
of the story. But the thing that will
fascinate most audiences will be the re-
markable photography, the long stretches
of woodland covered with deep snow, the
half frozen streams and the pretty and
natural sunsets. These offer unusual
background for the drama that is un-
folded.
Teddy Gerard enacts the role of Mar-
got, the cave girl, with a freshness that
is captivating. Charles Meredith plays
Divvy, the wealthy young man, and Wil-
ton Taylor is his father. Eleanor Han-
cock is Mrs. Chase, Lillian Tucker her
daughter, Lillian, while Boris Karloff,
Jake Abrahams, and John Beck round
out the cast— an excellent one in every
respect. The direction is by Joseph L.
Franz.
Margot Sperry lives with her guardian.
Prof. Orlando Sperry, in the woods. Pro-
fessor Sperry is trying to get data on
primitive modes of living, for his book.
J. T. Bates and his son. Divvy, have a
house full of company near by, and Lillian
Case and her mother are numbered
among the guests. Lillian and Divvy
become engaged, but when Divvy catches
Margot pilfering from the Bates store-
house, he falls in love with the cave girl
and against Lillian's command, lets her
escape. Divvy, to prevent the party re-
turning to town, burns the boats. Bap-
tiste, a discharged cook, also burns the
Bates winter camp and the whole crowd
seek shelter in Sperry's humble abode.
Here the engagement of young Bates is
broken with Miss Case and the defeated
and chagrined society lady returns to
town with her mother, while Divvy finds
happiness with Margot.
Katherine Hilliker's subtitles give the
story life and the desired atmosphere.
SPECIAL CAST IX
THE MAN WHO PAID
(PRODUCERS SECURITY)
For exhibitors whose patrons favor
pictures of the trading p o s t —
French trapper variety, "The Man
Who Paid" should prove an ac-
ceptable attraction. It has a
pleasing out-door atmosphere and
in spite of rather choppy con-
tinuity, gets over the story. Five
reels.
In spite of many evidences of lack of
attention to detail, and occasional poor
direction, this picture has enough in the
DOROTHY DEVORE. popular Christie
Comedy star in "Nothing Like It," a
new Educational program picture.
way of attractive backgrounds, pretty lo-
cations and a good heart interest story
to make it a pleasing entertainment.
There is no departure from the often-
done trading post story where the French
trapper falls in love with the pretty wife
of the young man who has gone from the
city to the woods after being convicted
of a crime of which he is innocent. And,
of course, it all ends happily, as such sto-
ries always do.
Wilfred Lytell, as Oliver Thornton,
proves an acceptable hero, while Norma
Shearer does good work as his wife, the
heroine. Miss Shearer's good looks are
shown to advantage and she not only
photographs extremely well, but shows
no small amount of talent in the portrayal
of her part.
The story is rather hackneyed. Thorn-
ton, after serving a term on the false ac-
cusation of having embezzled bank funds,
seeks to forget in the wilds and secures
a position as agent for a far north trading
company. There he falls in love with
Jeanne, and marries her. A baby girl is
born to the young couple. Louis Duclos.
an unscrupulous trapper and former
suitor for the hand of Jeanne, learns in
some way of Thornton's prison record
and attempts to estrange Jeanne from her
husband. Failing in this he plans to put
Thornton out of the way and kidnap the
wife, also stealing the location papers of
a silver mine Thornton and his brother
have discovered. The brother has arrived
with proof of Thornton's innocence of the
embezzlement charge, and the two are on
a fishing trip when Jeanne is kidnaped.
Warned by an Indian, the brothers race
to the assistance of Jeanne, and then fol-
lows a series of adventures during which
Duclos is killed by an Indian he has in-
jured, and Jeanne is rescued. Now rich
through the silver mine, and his name
cleared of the charge on which he served
a prison sentence. Thornton is impor-
tuned by his brother to return to the city
and again take up his business career.
After a struggle with ambition. Thornton
elects to remain in the woods, happy in
the love of wife and child.
SPECIAL CAST IN
ISLE OF ZORDA
(PATHE)
A most splendid adaptation of Jules
Verne's dramatic story "Mathias
Sandorf." Interest is kept at a
high pitch and the superb act-
ing of the French cast commands
attention throughout the nine
reels. Careful editing and intel-
ligent titling, good direction and
picturesque photography make
this a strong feature. Nine reels.
This French production is far ahead of
any recently offered foreign picture. It is
based upon one of Jules Verne's best
liked stories and at the hands of Director
Henri Fescourt has received effective
treatment. There is material enough for
several screen plays and the dramatic in-
cidents follow one another so closely your
attention is held from beginning to end
in a vice-like grip.
Technically the production is very
nearly perfect and the performances of
Romuald Joube. as Count Mathias San-
dorf. M. Yermoyal, as Sarcany, and
Yvette Andreyor as Sava. reach the ut-
most in artistry. The photography is very
good, and the shots of an old prison, the
Monte Carlo scenes, and the island land-
scapes all are beautiful.
Sarcany. an adventurer, finds a tried
carrier pigeon, gets possession of a code
message and joining hands with an un-
scrupulous banker, Torenthal. secures a
position as secretary with Mathias San-
dorf. Decoding the message he unearths
a plot against the government. Under
the la w. Torenthal and Sarcanv secure
half of Sandorf's wealth. Sandorf and his
two friends are imprisoned and about to
be executed when Sandorf makes his es-
cape by sliding down a cable near the
cell window. He hides in a peasant's
home. His presence is made known to
the police, but by hiding among the rocks
all night he finally escapes. Twenty years
later he returns, having wandered over
the Orient as a healer and been left a
fortune, including the Isle of Zorda, bv
a wealthy man. Sandorf's aim is to seek
vengeance on the three who have be-
trayed him. His daughter, who was kid-
naped, has been raised by Torenthal as
his own child, and to keep her share of
the fortune he seeks to marry her to Sar-
cany, but she is in love with the son of
one of Sandorf's friends, and refuses.
Sarcany has kidnaped and taken to
Morocco. Sandorf gets the fisherman,
who betrayed him. into his power, and
also the banker who has lost his fortune
at Monte Carlo. With Sava's sweetheart,
who he has restored to health, they res-
cue Sava and get Sarcany in their power.
Sandorf turns them over to the legal au-
thorities, unites his daughter and her
sweetheart, and all live happily on the
Island of Zorda.
"Its settings and at-
mosphere probably
would satisfy The Sheik
himself."
— New York World on
"The Sheik's Wife."
74
EXHIBITORS HERALD
April 8, 1922
EILEEN PERCY IN
ELOPE IF YOU MUST
(FOX)
A thin and obvious story, which
should have been done in two
reels instead of five. A stranded
actress becomes a little Miss
Fix-it in a wealthy home. Miss
Percy succeeds in putting life
into a lifeless plot. C. R. Wal-
lace's direction lacks subtleness.
Five reels.
"Elope If You Must" is an average
screen comedy which would never have
seen the light if there was not a great
scarcity of good stories. It is perhaps
fortunate that many audiences do not de-
mand logic or plot in its screen enter-
tainment, otherwise "Elope If You Must"
would never have been produced. The
story is too improbable from the start
and depends upon a string of stock sit-
uations ranging from locking hotel detec-
tives in closets to calling out the fire
department and drenching everyone with
water at the finish. There is too much
repetition of the chase scenes and many
of the subtitles are obvious attempts at
humor. This is but a sample: "You must
make love like the United sells cigars.
Hand out the goods and say thank you."
The story concerns an actress, Nancy
Moore, and the leading man of the troupe,
Jazz Hennessy, who try to work their
passage to New York on a through train.
A passenger, Henry Magruder, comes to
their rescue and tells the actress she can
earn $10,000 if she will help him marry
his daughter to a lawyer, and not let her
marry a "simp," the choice of her mother.
Nancy agrees and takes a position as
maid to Elizabeth Magruder. Then starts
a series of chase scenes from one hotel to
another which are difficult to follow. It
finally ends when Holt, the lawyer, is
married to Elizabeth — who seeks romance
— in the parlor of her own home, while
firemen are extinguishing a fire started
by Willie VVeems, the "simp," in the attic
of the house where Nancy has lured him.
Jazz Hennessy marries Nancy when she
gets the check for $10,000.
SPECIAL CAST IN
THE FIRE BRIDE
(WID GUNNING)
Photographed in Tahiti, Pearl of
the South Seas, this production
abounds in beautiful locations,
contains some unusual views of
natives at one of the ceremonial
dances, and has a story that holds
attention. Directed by Art Ros-
son. Ruth Renick, Edward
Hearn, Fred Stanton, Walt Whit-
man and two natives carry the
story. It is five reels in length.
A picture that holds attention mainly
through the unusual and beautiful scen-
ery of the South Seas, capably transferred
to the screen, "The Fire Bride" has a
fair story, although one that would be
rather flat if the locations and native stuff
were faked. As it is, everything is so
palpably genuine that the spectator's in-
terest is held throughout. Excellent pho-
tography, with a few minor exceptions,
characterize the production, which has
been capably directed by Arthur Rosson.
Two natives, Paki and Taura, give com-
mendable performances. The rest of the
cast are familiar players.
The ttory opens on one of the islands
in the South Seas, when one Capt.
Markham, played by Walt Whitman, is
rescued after long exile. He hasn't time
to get certain treasures he has buried, so
he later charters a ship, under the com-
mand of Captain Blackton, to take him
back. He has his daughter, Lois, with
him. Steve Maitland, played by Edward
Hearn, is first mate. Steve is looking for
the man who had caused his sister's death
some time before. All he knows is that
he was a skipper who had attacked her
when at sea on her way to join her
brother, and had driven the girl to sui-
cide. Blackton is the skipper but Steve
doesn't know it. Lois is attracted to
Steve and resents. the attentions of Black-
ton. Arrived at the island, Blackton kills
Lois' father for the treasure, claiming his
death was accidental. Neither Lois nor
Steve believe this. Lois has discovered,
through a book loaned her by Blackton,
that he is the man who caused Gloria
Mainland's death, but does not tell Steve,
fearing trouble. The annual ceremony of
selecting a bride for the volcano is at
hand. Atel is chosen. Her lover, Kalom,
dreads her incarceration in the volcanic
crater from whence few come out alive.
Blackton wanders into the crater and al-
lows the native girl to believe he is the
god for whom she is looking. When he
leaves her she tells the natives. Mean-
while a terrific storm has driven Lois and
Steve ashore. The boat is wrecked. The
natives get Steve, thinking he is the man,
but Atel says no, so they get Blackton.
Lois tells Steve who Blackton is. He
starts after him, but the natives get him
first, and kill him. The lovers are res-
cued by a fishing fleet.
CORINNE GRIFFITH IN
ISLAND WIVES
(VITAGRAPH)
A Story of the South seas, pictur-
esque in settings and furnishing
Miss Griffith a pleasing and sym-
pathetic role, which she acts con-
vincingly. The story gives Direc-
tor Webster Campbell many
opportunities to display his in-
genuity and good use is made of
them in maintaining the suspense.
Five reels.
The acting of the entire cast in "Island
Wives" is excellent throughout and this
serves to stem the tide when the story
weakens. Besides Miss Griffith, who is
very well cast as Elsa Melton, wife of
Jimmy Melton, assigned to a hot tropical
island by his government, there is Charles
Trowbridge as Jimmy; Rockcliffe Fel-
lows as Hichens; Ivan Christy as Mc-
Masters; Edna Rankow, as Piala; J. Bar-
ney Sherry as Captain of the Yacht, and
Mrs. Chas. Trowbridge as Mrs. Lester.
The story shifts from a beautiful trop-
ical isle to San Francisco and then hack
again to the island, and in the city scenes
gives Miss Griffith an opportunity to wear
many beautiful gowns. There is a fi-
nesse about Edna Hibbard's characteriza-
tion, as a pretty little island native, that
gives the needed contrast to the star's
role.
The. photography is clear and the trop-
ical storm scenes well handled. The sce-
nario was written by William B. Court-
ney.
The story opens on the isle of Tahitia.
where Elsa and Jimmy Melton live.
Jimmy -is asistant manager of the trading
station. Elsa longs for the cool of the
North where she can wear fine clothes
and associate with her own people. Her
husband goes to a distant island and is
overtaken by a terriffic storm. Elsa ter-
rified, goes down to the beach and is
overcome with exhaustion. She is picked
up by the owner of a passing yacht,
Hichens, and thinking her husband dead,
from a radio received by Hickens, she
later marries Hichens. In San Francisco
she learns that he has other affairs and
threatens to divorce him. He then tells
her their marriage was not legal, as they
were married by the captain within the
three-mile limit. Hichens plans another
trip to Tahitian waters and Elsa accom-
panies him. On the island she meets
Jimmy, who escaped from the storm's
fury. He accepts Elsa's explanation and
follows Hichens, who jumps into the sea,
meets death being killed by a shark.
Elsa and Jimmy are reunited and are
made happy when Jimmy is transferred
to Sydney and she is no longer an island
wife.
SHIRLEY MASON IN
RAGGED HEIRESS
(FOX)
Another "from rags to riches" story,
with the youthful and vivacious
Shirley well supported by Cecil
Van Auker, John Harron, Edwin
Stevens and Claire MacDowell.
Directed by Harry Beaumont.
Five reels.
This story, written by Jules Furthnian,
is full of inconsistencies but, neverthe-
less, provides a fairly amusing vehicle tor
the likable Miss Mason. It is the type
of story that will please Mason fans and
has plenty of romance, suspense and
thrills, which is all most people ask of
their screen entertainment. It is photo-
graphed amid picturesque surroundings
and the work of the entire cast is ade-
quate.
The story concerns Lucia Moreton.
whose father is sent to jail for ten years
for stealing money from a bank. He
leaves Lucia with his married brother,
Sam Moreton, and has his lawyer send
the brother $10,000 a year for her upkeep.
Lucia runs away from the Moretons be-
cause she is ill-treated and lives with her
old nurse. When she grows up she goes
to work for the Moretons as a maid.
Then her father returns from prison and
she is persuaded by the Moretons to im-
personate the missing Lucia. She falls
in love with Glen Wharton, a wealthy
youth, who does not know she is a serv-
ant. The father discovers the Moreton's
deception, and when a letter from the
old nurse is found, the mystery of Lucia's
disappearance from the Moreton home is
cleared up.
TYPHOON POOLING SYSTEM
TYPHOON FAN CO. 345W.39~ST. *■ NEW YORK
April 8, 1922
EXHIBITORS HERALD
75
SPECIAL CAST IX
FAIR LADY
(UNITED ARTISTS)
An intensely interesting story, lo-
cale in Italy and New Orleans,
founded on Rex Beach's novel,
"The Net," with Betty Blythe
and a capable supporting cast.
Melodramatic, but authentically
so, will hold interest from start
to finish. Directed by Kenneth
Webb. Scenario by Dorothy
Farnum. Photography by Harry
Stradling and Edward Paul. Pre-
sented by Whitman Bennett.
Length, five reels.
Like all of Rex Beach's stories, "Fair
Lady." based on his widely read novel.
"The Xet," seems constructed for pic-
ture purposes. Full of action, with a
logical, albeit, melodramatic story, it is
interpreted by an excellent cast, headed
by the attractive Betty Blythe. capably
supported by such well-known players as
Thurston Hall, Robert Elliott. Gladys
Hulette, Macey Harlam, and Effingham
Pinto. Florence Auer, as the Spanish
duenna, Lucrezia, gives an excellent per-
formance.
The story opens in Spain, with Count-
ess Margherita (Betty Blythe) preparing
for her wedding with Maruffi (Thurston
Hall). One Cardi, head of a powerful
band, whom no one knows by sight, for-
bids the bans. Maruffi laughs at the many
warnings. An American. Xorvin Blake
(Robert Elliott) has fallen in love with
his friend's fiancee, and Lucrezia, the
maid, knows it and resents the fact. The
night of the wedding, the groom's party
is attacked, he is killed, as is Lucrezia's
father, but Blake escapes. When he
brings news of the tragedy to the bride,
she scores him for escaping when her
lover was killed. She swears vendetta.
The story now shifts to Xew Orleans.
Blake still loves Lady Margherita, but
little Myra Xell Drew's father hopes that
one day his pretty, daughter will marry
Blake and his money. Myra Xell prefers
Count Modena. because he can be so ro-
mantically jealous. There is a band of
Black Hand thugs operating in Xew Or-
leans, who seem to be guided by a supe-
rior intelligence. The chief of police
rather suspects Modena and another no-
bleman. Count Martinello. The latter is
making love to a Spanish lady, who is
really the lovely Margherita under an
assumed name, searching for the slayer
of her lover. Blake meets her at Myra
Nell's party. Myra's grandfather comes
upon Blake and Myra in close conversa-
tion and takes it for granted they are
engaged and makes the announcement to
the dismay of Blake, delight of Myra Xell
(as it makes Modena furious) and the
surprise of Margherita.
The Chief of Police gets word from
Italy that Gian Xorcone, under an as-
sumed name, is working on the docks in
New Orleans. Blake can identify him as
the actual assassin of Maruffi. He does
so, there is a fight, and Gian is captured,
but refuses to disclose the identity of
"Cardi." Martinello makes love to Mar-
gherita and a ring he is wearing catches
in her scarf and she sees the seal of
"Cardi," confirming her suspicions. With
Blake's aid she locates him, Blake orders
.his, arrest, his men interfere, there is a
lovely Rex Beach-style fight, Cardi es-
capes, but after a wild mob chase led by
Modena and a hand-to-hand encounter
between Blake and Cardi. Lucrezia finallv
avenges her father by killing Cardi. sav-
ing her mistress from the blood of the
vendetta. Of course Blake and the count-
ess are united.
It is well handled, the New Orleans
atmosphere being most satisfactory, and
the entire cast doing good work. It
should prove a strong box office attrac-
tion.
SPECIAL CAST IX
ANY NIGHT
i AMALGAMATED STATE-RIGHT )
A simple, yet dramatic story of a
crook who reforms because of the
love and faith of a wife. It has
a certain amount of appeal and
should please where photoplays
of this type find favor. An ex-
cellent cast and careful direction
by G. M. Anderson bring out the
human interest of the story. Five
reels.
This Amalgamated Producing Com-
pany production, adapted from a story
by Charles Munson, works up to a fine
dramatic climax in the final reel, where
a surgeon who is about to perform a
delicate operation on a child, suddenly
finds the lights turned off and is con-
fronted by a burglar. How he persuades
the burglar to hold his light so that it
will shine in the child's face, and then
the crook discovers it is his own child,
gives the picture its big punch.
The story is well told up to this point,
as far as the continuity goes, but there
is a tendency to draw out the early
scenes in the rescue mission, where a
minister addresses the poor misguided
people of the slums.
However, an exceptionally strong cast
has been assembled to interpret the vari-
ous roles and this is a point no exhibitor
should overlook.
Tully Marshall plays a crafty, sniveling
underworld character, Jerry Maguire, in
a convincing manner; Robert Edeson
makes a strong, forceful figure of Jim
Barton; Lysle Leslec is pretty and ap-
pealing as Mrs. Barton, and Robert
Bebiliss. an excellent child actor, is Bob-
bie Barton. The Rev. John Matthews is
played by Gordon Sackville. and William
Courtleigh is the surgeon, Dr. LeRoy
Clifford. Mabel Worth plays the part of
the doctor's wife.
The picture is being distributed by East
Coast Productions, Inc. The Reelcraft
Pictures exchange is handling it in the
Central West.
Jim Barton's wife. Anne, finds solace
in the teachings of Rev. John Matthews
in his little rescue mission. Here she
finds encouragement in her efforts to
have her son Bobbie grow up into hon-
est manhood, in spite of the bad example
set by his father, who continues to asso-
ciate with his old partner in crime, Jerry
Maguire. Maguire plans with Jim to rob
a wealthy physician's home. Anne over-
hears their plan and goes to warn the
doctor. Her child strays into the street
and is struck by the physician's automo-
bile. They hurry to Dr. Clifford's home
with Bobbie and he decides an immediate
operation is necessary to save the child';
life. At the critical moment in the oper-
ation the lights are extinguished by Jim
Barton and his companion Maguire. whe
have entered through a window. As Dr.
Clifford goes to find the trouble he is
confronted by the burglars. He pleads
with them to give him light, and Jim
holds his electric torch so that he can
finish the operation. It is then he recog-
nizes his own child. Anne arrives to
warn the doctor and is overcome at find-
ing her baby there. Bobbie is saved,
however, and Jim Barton reforms.
SPECIAL CAST IX
YANKEE DOODLE, JR.
(M. J. BURXSIDE PROD.)
This is a picture so much out of the
ordinary that it will undoubtedly
prove one of the best state right
attractions of the season. Acting,
direction and photography is of
the best and the story, while
light, is an intensely interesting
one. Six reels.
"Yankee Doodle. Jr." looks like a big
winner. Devoid of sex and domestic
problems, and filled with rapid-fire action
relieved by good clean comedy, this
wholesome American story comes as a
great relief from the usual run of picture
plays.
The production, which was ably di-
rected by Jack Pratt, runs smoothly and
rapidly from one interesting and exciting
adventure into another. The settings are
remarkably finely done and the handling
of the mob scenes in the attack of the
palace is especially worthy. The titling
by Ralph Spence is snappy and adds no
little to the value of the picture.
The story is of an indolent son of a
wealthy fireworks manufacturer, who is
finally forced by his father to go to work.
He is offered a job traveling for his
father's firm and is given until six o'clock
the same day to accept. In order to de-
cide what territory he shall cover he jabs
a pen into a whirling globe. The pen
point sticks in that portion of the map
showing a South American republic noted
for its many revolutions, and after pack-
ing his samples the young man starts.
Arriving there he finds a revolution in
progress and after forcing his way into
the presence of the dictator, he gets his
first fireworks order. Later he comes
into contact with the beautiful daughter
of the former president and decides to
help him regain his control over the re-
public. Then follows a series of exciting
adventures which finally result in the re-
turn of the old regime to power, after a
thrilling battle in which the enemy is
routed by American fireworks. A huge
celebration is planned by the president
who orders that all who come with fire-
works are admitted free. This booms the
fireworks business and the young man
wires home for carloads of goods. The
final scene showing the great fireworks
display is exceptionally effective and some
startling effects are achieved.
As the young fireworks salesman, J.
Frank Glendonn proves himself to be a
good actor and he gives the part of a real
personality. Zelma Morgan is charming
as the daughter of the president. Others
in the cast are E. M. Kimball. Victor
Sarno, Sidney D'Allbrock and Jack Pratt.
"Holds the interest well
all the way through. The
atmosphere is also realistic."
Harrison's Reports o n
"The Sheik's Wife."
76 E
ALICE LAKE IN
KISSES
(METRO)
Clean, wholesome comedy-drama of
the best type. Story is well told
and continuity unusually good.
Story holds the attention from the
first few feet to the end. Directed
by Maxwell Karger, from scena-
rio by June Mathis. Five reels.
In "Kisses" Metro has one of the best
offerings of the month. It is excellent en-
tertainment and hard-boiled vaudeville
audiences at the Rialto theatre, Chicago,
where it had its premier, found it delight-
ful diversion.
The title refers to candy — candy kisses
— and has to do with a girl and a man
who engage in manufacturing the confec-
tion. Alice Lake, in the role of Betty
Estabrook. has quite the most captivating
role of her career. It would seem comedy
is her forte. She is ably assisted by that
splendid actor Harry Myers, who is P.
Barnum Bailey in the play. Edward Con-
nelly appears as Betty's father; Edward
Jobson is John Maynard, a rival candy
maker; D. Todd has the part of Norman,
his son, and Mignon Anderson is very
well cast as Bessie Neldon. The subtitles
are gems of wit all the way through.
Here's a picture that presents an un-
usual number of exploitation angles;
stunts that can be easily and cheaply put
on and will reap big returns. A tie-up
with drug stores and candy shops is but
one angle, and many other advertising
schemes will suggest themselves.
Betty Estabrook, just out of college,
meets a promoter, P. Barnum Bailey, on
the train, and gives him some of her
home-made candy. He becomes inter-
ested in Betty and helps her sell her
candy at a Charity bazaar. Then Bailey
discovers she is engaged to Norman
Maynard. Her father dies suddenly, leav-
ing many debts. Norman breaks his en-
gagement and Betty, with the help of
Bessie Neldon's father and Mr. Bailey,
launches a prosperous candy-making busi-
ness. Soon the competition becomes too
stiff for John Maynard and he is forced
to buy Betty's recipe for making kisses
and also buy her plant at a price which
enables that young lady to pay off her
father's debts. The partners — Bailey and
Betty — then decide to become life part-
ners.
MARGARET BEECHER IN
SUNSHINE HARBOR
(PATHE)
This is a fairly pleasing little pro-
gram picture in spite of the fact
that the story lacks any great
amount of tenseness and is in-
clined to be "jumpy" in its con-
tinuity. Miss Beecher has a
pleasing personality and registers
well. Five reels. Directed by
Edward Hemmer.
"Sunshine Harbor" is the story of a
southern girl whose father fails to realize
that she is grown up and who goes to
New York to seek a career in the news-
paper field. The theme, however, is not
of the substantial variety and the
dramatic incidents of the production are
few.
The antics of a newspaper city editor
and his reporters depicted in this produc-
tion undoubtedly will coincide with the
mental picture the public has of these
two important groups of the press.
Included in the supporting cast are
Howard Hall, Coit Albcrtson and Ralph
Haroldc.
XHIBITORS HERAL
A scene from "Sunshine Harbor" (Pathe)
Dr. Hopkins, a southern aristocrat,
favors the marriage of his daughter to
Hamilton Graves because he is the son of
his old-time friend. Col. Harvey Graves.
The younger Graves, however, is an un-
scrupulous chap and he becomes hope
lessly intoxicated when taking Dr. Hop-
kins' daughter to her first dance, where
she meets Billy Saunders, a newspaper
reporter, home on vacation. Saunders is
repelled as a suitor by Dr. Hopkins
through the msinuat'ons made by Graves.
When her father tries to induce her to
marry Graves, she leaves home.
In New York, under the name of Miss
Smith, she obtains employment as a news-
paper reporter and is popularly hailed
among her fellow newspaper workers.
One night during a big fire she "covers"
the story for Dugan. another reporter
who is unable to get there. While not-
ing the details of the blaze she is caught
in the midst of an explosion which blinds
her. Her newspaper friends, particularly
Billy Saunders, who has returned from
an assignment in Cuba, assist her in every
way. Little hope is held out for the re-
covery of her sight, and, confronted with
this situation, Saunders proves that he
really loves her by still imploring her to
marry him. The last resort is a great
specialist who performs an operation.
When the bandage is removed, she dis-
covers it is her own father who has
brought back her sight.
Tweedy to Star in
New Comedy Series
Pictures to Be State Righted
by Sanford Productions;
"Fire, Fire" First
A new series of twelve two-reel come-
dies, featuring Tweedy, are being pro-
duced in Los Angeles for distribution at
the rate of one each month on the state
right market. The new series is spon-
sored by the Sanford Productions, recent-
ly organized by F. M. Sanford, president
of Western Feature Productions, Inc.,
who will handle the direct distribution of
the product in the United States.
See Better Business
"1 have just completed a tour of the
distributing centers," says Mr. Sanford,
"and I have come to the conclusion that
the buyers in the state right market have
begun to see the light of better busi-
ness. Furthermore, I found a stronger
feeling than ever of friendship toward
the actual producer, the independent pro-
ducer, I mean, and in every instance they
were anxious to buy direct from us in
Hollywood, and effect the usual 25 to
SO per cent distribution charge added by
a New York agent or distributor."
Tweedy has been a picture star for
more than ten years, starting with Pathe
in Europe more than fifteen years ago.
D April 8, 1922
He has since worked with numerous big
companies on the other side.- He was
featured by Ambrosia, of Italy, and di-
rected features for them as well. In
America he has made four different se-
ries, all of which are on the market, the
most successful of which were the Mirth
comedies.
Dorothy Earle Supports
Dorothy Earle will again be his lead-
ing lady. The other members of the
cast have been selected. Frank S. Mat-
tison will be in active charge of produc-
tion and work with Marcel Perez in the
direction of the series.
The title of the first picture is "Fire,
Fire," and production has been in prog-
ress for the past three weeks. The pic-
ture is expected to be ready for the mar-
ket in April.
INDUSTRY AWAKENING TO
REFORM MENACE
{Continued from page 67)
periments by Henry Winik, film man of
New York and London. Mr. Winik was
encouraged in his experiments by the be-
lief that many cases of mental disorder
can be corrected through the medium
of comedies. Already, it is said, he has
obtained marvelous results among the
crippled children at the Children's Sea-
shore Home at Atlantic City, N. J. His
tests among the insane will be conducted
at the Atlantic City County Asylum for
the Insane. Sociologists contend that the
minds of criminals are unbalanced. If
Mr. Winik's experiments prove success-
ful they should be evidence that motion
pictures, rather than being a detriment to
the moral welfare of the country, serve
in raising these standards of morality.
* * *
A spirit of cooperation which should
bring beneficial results is that accorded the
Missouri Sunday School Association by the
Motion Picture Theatre Owners of the
state. The exhibitors' organization has
pledged its assistance in making the event a
success. Various films dealing with out-
door life and Sunday school organization
will be presented in the theatres. Coopera-
tion of this nature has not dei'clopcd, per-
haps, as it should, for the benefits to be de-
rived are a hundredfold.
* * *
Without mentioning his name, the Rev. Henry
R. Rose, pastor of the Church of the Redeemer
at Newark, N. J., characterized the Rev. John
Roach Straton of New York as a "nuisance"
for his attacks on the stage and screen. Dur-
ing the course of his sermon on "Good Actors
and Clean Plays," Rev. Mr. Rose said:
"A preacher is hard put for something worth-
while to talk about when he is everlasting
harping on the rottenness of the stage. It i*
a mean and unprincipled business to do such
a thing. He had better turn his attention to
the narrow-mindedness of his own particular
wing of the church and broaden it out a little.
"There is a New York preacher who is be-
coming a nuisance. He is bringing the pulpit
into disrepute among thinking and candid peo-
ple. The pulpit cannot afford to attack the
stage and the stage cannot afford to parody
the pulpit. They should work together. The
church will do the preaching, but its preachers
must be broad-minded men and fair to every-
body. If they follow the lead of a certain New
York preacher they will damn the church and
do the stage no good whatsoever.
"Motion pictures do not deserve the con-
demnation to which they have been subjected
of late. There arc some that should be slashed
to pieces and burned, but think of the number
that are positive educators and inspirers of the
masses. Take such films as 'Turn to the Right,'
'Orphans of the Storm,' 'The Four Horsemen,'
'The Little Minister,' 'The Conquering Power,'
and even 'Gct-Rich-Quick Wallingford.' They
have done a world of service for the millions,
in addition to entertaining them wondrously.
"The stage and the church need each other
and the world certainly needs both."
* * »
What formerly was the Motion Picture
Theatrical Association of the World has
changed its title to Better Pictures Asso-
ciation of the World, with John A. Quinn
as president.
April 8, 1922
EXHIBITORS HERALD
77
Urban Preparing
Film Encyclopedia
Charles Urban is preparing a new
Kineto Catalogue which will list
about thirty-five per cent of the ma-
terial which will be embraced by
"The Living Book of Knowledge,"
the world's motion picture encyclo-
pedia, which will include a mini-
mum of 1,000 reels, all of which will
be of permanent value.
The new catalogue will list up-
wards of 350 reels which are com-
pleted and in their final form.
It is Mr. Urban's intention to
have a complete library of "The
Living Book of Knowledge" avail-
able in all parts of the country so
that any motion picture on any sub-
ject will be immediately subject to
call for any special occasion.
Hallroom Comedies for
1922-1923 Purchased by
Coast Film Sales Firm
A deal has been made, whereby the
next series of Percy and Ferdie Hallroom
comedies has been sold outright by the
producers to the Coast Film Sales Com-
pany, headed by D. J. Chatkin.
The sale applies to the 1922-23 series,
to be produced on the completion of the
present series of twenty-six now being
produced for distribution through Fed-
erated. The deal has been consummated
between Producer Harry Cohn and Mr.
Chatkin.
Mr. Cohn announces that the new
1922-23 series for the Coast Film Sales
Company is to be made on a scale so
elaborate and so carefully worked out
that it will make the new comedies
among the biggest things ever offered
in two-reelers on the independent market.
All distribution will be handled from
the Los Angeles office of the Coast Film
Sales Company, at 1670 Sunset boulevard.
Hearty Reception Given
Di Lorenzo Publication
Assured success for "Blaze Away," the
first of the six features starring "Big
Boy" Guinn Williams, is seen by Di
Lorenzo, Inc., distributors of the series
following the favorable reception ac-
corded the film at trade showings re-
cently.
According to Di Lorenzo officers, many
congratulatory messages have been re-
ceived praising the picture. Foreign
rights to the film have been sold, says the
company, and a great portion of im-
portant territory closed by state rights
exchangemen.
Hope Hampton Ends Tour
Of Playhouses in Person
Hope Hampton, First National star,
is back in New York following a suc-
cessful four weeks' tour of personal ap-
pearances in some of the largest motion
picture theatres in the country.
Miss Hampton appeared at the Stan-
ley, Philadelphia, for a week; the Circle,
Indianapolis, one week; Strand, Milwau-
kee, 3 days, and Balaban & Katz's new
Chicago theatre, one week.
HAROLD LLOYD in a scene from his latest Associated Exhibitors comedy, "A
Sailor-Made Man," which contains much original humor in addition to the above
scene.
Playgoers Gets Six More McGowan
Pictures for Associated Exhibitors
Thirty-six Houses in Lynch Circuit Book Florence
Vidor 's First Feature — Harold Lloyd's Latest,
"Grandma's Boy, " Has Been Finished
Playgoers Pictures, Inc., distributing
through Associated Exhibitors, has signed
another contract whereby it gets six more
J. P. McGowan pictures for publication.
The papers were signed by S. F. Cham-
pion, Jr., of Champion Film Corporation,
Grand Rapids, Mich., producer of the
features.
These Western pictures, according to
Associated, have met with a ready re-
sponse from exhibitors, who have com-
mented favorably on the four productions
thus far published. No selection of ver
hides for the next six pictures has been
made.
Second Is Completed
Associated Exhibitors' newest star,
Florence Vidor, has just completed her
second production for the company. It
"Chief among the out-
standing qualities of 'The
Sheik's Wife' is the fact
that it doesn't follow along
the familiar, beaten path of
screen melodrama. Its at-
mosphere is unique.
"The picture is beautiful-
ly photographed, well
directed and gives every
indication of winning wide-
spread popularity." — Ex-
hibitors Trade Review on
'The Sheik's Wife."
is "The Real Adventure" from a story by
Henry Kitchell Webster and was di-
rected by King Vidor.
Her latest picture is said to maintain
the high standard set in "Woman, Wake
Up," which has just been booked to play
thirty-six of the Lynch houses in six
Southern states. Contracts signed call for
first-run showings in these houses.
Offsets Competition
Announcement has been made that
Harold Lloyd has completed his next
production for Associated Exhibitors.
This production, to be published under
the title "Grandma's Boy," is said to ex-
emplify the star's remarkable versatility.
The star's most recent pjblication, "A
Sailor-Made Man," is said to have offset
unusually strong competition while play-
ing at the California theatre during the
week of March 12. Managing Director
Eugene Roth advanced the date of the
presentation because of the other big pro-
ductions booked at other houses during
that week.
Offers Three in April
Playgoers Pictures will have three pic-
tures for distribution through Associated
Exhibitors during April. On April 2,
"Sunshine Harbor," featuring Margaret
Beecher, will be offered. Edward Hem-
mer directed the opus. On April 16
comes "A Pasteboard Crown." which was
directed by Travers Vale. It is a story
of stage life by Clara Morris. The third
publication of the month will be "Lone-
some Corners" on April 23. This is an
Edgar Jones production.
Production of Leah Baird's third pro-
duction for Associated Exhibitors has
been launched at Culver City. "Don't
Marry in Haste" has been selected as the
vehicle. Arthur F. Beck is producing
these pictures.
78
E XHIBITORS' HER A L D
April 8. 1922
Two new Christie comedies.
(Left) Dorothy Devore in a scene from "Fair Enough'
"Tis the Bull."
and (right) Bobby Vernon in
FIRST NATIONAL'S NINE
"DOLLAR A WEEK" MEN
(Conclitdt'il from page 55)
2. Special newspaper stories on First National
Week and Penrod which was the attraction.
3. Five different puzzle contests involving First
National stars.
4. Freckle contest.
5. First National parade.
6. Book displays on Penrod.
7 & 8. Twenty First National Week 24 sheets
and twenty Penrod 24 sheets.
9. Special illuminated 24 sheets with painted
side panels announcing First National Week and
Penrod.
10. Specially built lobby display in Penrod.
11. Extra newspaper advertising.
12. First National one sheets displayed in store
windows as part of window display.
* * *
Willard C. Patterson of the Metro-
politan and Criterion theatres used "Hail
the Woman" as the center of his cam-
paign in Atlanta. His work was notable
for the skilful manner in which he ob-
tained newspaper cooperation. His cam-
paign follows:
He got columns of advance publicity on First
National week and added to this when he took out
a rain insurance policy in the Hartford Insurance
Company, guaranteeing the Metropolitan against
loss during the picture's engagement. He gave a
special show to 700 school teachers. A special
show to the Better Film Committee. Introduced a
2 for 1 ticket scheme, whereby a free admission
was given for performances during First National
week with each paid adult admission. 00,000 of
these were distributed by boys in all parts of the
city and he also had them inserted in packages
sent out by the city's largest department store dur-
ing the week preceding First National Week.
* * *
Stanley Chambers, managing director
of the Palace, Regent and Princess thea-
tres in Wichita, Kans., let O. K. Mason,
manager of the Regent, have free reign
during First National week and the result
is Mr. Mason was adjudged one of the
winners in Class 2.
"My Boy" was the attraction at the Regent dur-
ing the week and Mason not only carried smash-
ing newspaper ads on the picture itself, but got
a splendid two page co-operative ad out with local
merchants in addition to huge reading space in the
newspaper. In addition to his newspaper tie-ups
he put over some bully window displays show-
ing cutouts of Jackie Coogan, First National
banners, and scenes from the picture. lie got
these over in a big clothing store where Jackie
Coogan clothes, hats and caps were sold. In a
Hhoc store where Jackie Coogan shoes were shown.
In a drug store, hardware store and other places.
The out-door display included fifteen special
sheets and 200 special one sheets.
* • *
Close on the heels of John Paxton,
whose campaign was detailed above, came
Alfred Gottesman of the Strand theatre,
Shenandoah, I'a. in the third class. Like
Paxton, there was very little in the way
of exploitation that could have been done
that Gottesman did not do.
Three week* before FirM National Week he
started a teaser campaign in the newspapers which
covered a radius of ijO miles.
Two weeks prior to February 17 he ran a
trailer campaign and one week prior to the
opening a series of small ads backed up by news
copy announcing the coming of F'irst National
Week. The lobby of his theatre was decorated
in advance with streamers, pennants, flags and
pictures of First National stars, cut from a
twenty-four sheet poster, smaller decorations were
placed in front of the theatre while special lighting
was provided to bring out prominent features.
On the opening day qf First National week he
chartered a trolley car decorated with banners,
flags, had a band inside and ran it as a special for
thirty miles on track operated by the trolley com-
pany. Stops were made at every town in the
territorv.
* * *
Joe Burton of the Star theatre, Toccoa,
Ga., winner of the third place in the third
class, opened up his First National cam-
paign on February 15, mailing M,.->00
postal cards, announcing the coming of
First National Week.
Following this he had Mrs. Burton call every
number in the telephone directory (number not
given, but Toccoa has a population of 3,.">00) an-
nouncing the opening of First National Week,
but keeping her identity a secret.
Obtained permission from the city government
to put First National banners across main promi-
nent streets. Had a boy mounted on Shetland
pony, ride through town announcing the picture
playing and also displaying F'irst National Week
posters. On Sunday morning, February 19, Mr.
Burton had his friend the Baptist minister an-
nounce from his pulpit of the Baptist church that
it was F'irst National's birthday, and that he
would show First National pictures exclusive!)
for the week. The clergyman, in addition, recom
mended each and everyone of them to be clean,
and good pictures. He also gave the titles of
each day's program. Painted First National Week
slogan on sidewalks and center of town.
Posted five 24 sheets on the best spots in town
with the slogan "First National pictures will be
shown at the Star theatre not only this week but
every week as long as we are in the business be-
cause they are the best pictures."
Erected his lobby display one week in advance,
having for the message "First National Pictures
are the best pictures because they are made by
Independent stars in independent studios for inde-
pendent exhibitors."
Posted , one sheets in the most conspicuous
places in the business section. Had a man with
megaphone announcing from the top of the
theatre, opening day and the pictures to be shown
during First National week. Ran First National
week slides and trailer for two weeks in advance.
I'sed liberal posters of all pictures booked. Made
special banners announcing F'irst National Week
and drove all over the country with a bass drum
ballahoo. Tied up with local order of Woodmen,
using the drill team on the street in front of the
theatre.
The inducement offered these and all
other exhibitors who participated in the
First National Week contest are trips
to California with expenses paid and a
salary of $1 a week. During the trips
the nine job winners will visit Los
Angeles and note the products that are
in the making for First National distribu-
tion. It is expected the exhibitors will
go some time during the summer.
New Cooperative Exchange System
Formed to Distribute for Graphic
A new distribution system whereby a
partnership is effected between each of
twenty-one independent exchanges and
Ivan Abramson for the distribution of
Graphic Film Corporation product has
just been announced by the president of
the company.
Fach of the distributing units will be
known as Graphic Fxchanges. Plans arc
being made for the organization of
branches in six additional territories.
Mr. Abramson, in his eight weeks' tour
of the country, mapped out plans for
the distribution system which is com-
posed of individual corporations formed
by the Graphic president with the ex-
change. The latter obtains approximate-
ly 50 per cent interest in all Graphic
product for a period of live years.
Commenting on the system, Mr.
Abramson said :
"The guarantee of my new national
distribution system under terms that
make for a regulated circulation of
Graphic pictures has relieved me, in the
first place, of the worry and uncertainty
of selling Graphic pictures.
"Every Graphic picture made from now
on will be accorded the opportunities of
sales exploitation and 100 per cent distri-
bution that only the big companies here-
tofore have been in a position to give
their product.
"In the second place, further financial
security that has accrued through my
contracts will make possible the making
of that much advertised but seldom real-
ized thing, the big independent produc-
tion.
Brings Units Together
"hi the third place, our consolidation
has pulled together twenty-eight different
elements of the industry, twenty-eight
separate units affected and harassed by
the threatened monopoly into a deter-
mined, efficient and exceedingly strong
organization for the purpose of turning
out regularly a type of picture that is cer-
tainly going to give the independent ex-
hibitor something to look forward to."
April 8. 1922
EXHIBITORS HERALD
79
BETTY COMPSON in a scene from "The Green Temptation." directed by the late
William D. Taylor, from the story "The Ncose." (Paramount)
Selznick Transfers Production Units
To Studios on Coast Middle of April
Lupino Lane's First
Fox Comedy Finished
English Comedian Turns Out
First of Series of
Two Reelers
Lupino Lane. English comedian and
pantomimist. who was recently signed by
William Fox. has virtually completed
his first two-reel special comedy at the
West Coast Studios, under the direction
of Jack Blystone. The title of the pic-
ture is "The Broker." and the story is
said to provide many extremely humor-
ous situations suitable for the art of the
mirthmaking artist.
Was Stage Favorite
Lane, the idol of the London Hippo-
drome and of Drury Lane, made his
American debut when the English pro-
duction "Afgar" was presented in New
York City in December. 1920. So great
was the impression he left on the first
nighters and the newspaper and maga-
zine reviewers, it is said, that he was
acclaimed as cne of the best performers
of his kind who ever played on the
American stage.
Lane received word recently to begin
work for Fox as star of the new series of
Lupino Lane Special comedies.
Has Played Abroad
Before making his successful entrance
into this country. Lane had played the
principal comedy roles in the London
presentations of "Little Johnny Jones."
"The League of Notions." "Watch Your
Step." "Follow the Crowd." and "We're
All In It."
Edward Dillon Making
Four Special Pictures
At the Tiffany Studio
With Edward Dillon as general man-
ager, the Genius Film Productions. Inc..
has just been launched for the purpose ot
making a series of special productions
under the personal direction of Mr. Dil-
lon. The initial subject, title to be an-
nounced later, is being done by Mr. Dil-
lon in the Tiffany Studios where Robert
Z. Leonard has been directing the new
Mae Murray pictures.
Dillon heretofore has confined his film
activities to directing big productions for
different film producers, but has come to
the conclusion that if he can make suc-
cessful pictures for others that he can
make successful productions for himself.
It is the Dillon plan to make at least
four big pictures a year and to have a:i
all-popularity player-cast in each produc-
tion. The first is an original story b)
Adelaide Heilbron.
Hughes-Love Vehicle Is
Completed by Burston
Final scenes have been taken at the
Louis Burston studio for "Forget Me
N'ot." the Louis Burston special produc-
tion which will co-star Gareth Hughes
and Bessie Love. Henry R. Symonds is
author of the story and John B. Clynu r
wrote the continuity. W. S. Van Dyke
is the director.
This is -the first of a series of special
productions Mr. Burston is to make this
year, and is a story of an orphanage. On
the completion of the cutting of the pic-
ture Mr. Burston will take it to New
York for a showing.
Definite announcement that such future
motion picture production as is contem-
plated at present by the Selznick corpora-
tion is to be made on the Pacific Coast
has just been made by Myron Selznick.
vice-president in charge of production.
The exodus from the East to the West
will take place about the middle of April.
Among those who will maKe the journey
are Vice-President Selznick. his assistant.
Joseph W. Schleiff. and James Dent,
studio manager: Ralph Ince. Victor Heer-
man and George Archainbaud of the di-
rectorial staff: Elaine Hammerstein and
Owen Moore
Produces at United
The Selznick productions of the im-
mediate future will be made at^ L'nited
Studios. Inc.. of which M. C. Levee is
president. Myron Selznick is one of
the stockholders in this newly organized
company which has taken over the prop-
erty formerly known as the Robert Brun-
ton studios.
According to Vice-President Selznick's
plans, immediately upon the company's
arrival on the Coast production will be-
gin on three star series pictures, which
will close up the quota of all of the
Selznick stars for the current year. Two
of these pictures will be Elaine Ham-
merstein productions, a decision having
been reached to issue seven pictures with
M:ss Hammerstein this year instead of
the six originally planned.
Specials Are Planned
The work to be done on the Coast in
the immediate future also will include the
making of a number of special produc-
tions. "The Easiest Way." which was
announced some time ago. will be among
these. "Rupert of Hentzau." recently pur-
chased d:rectly from the author. Sir
Anthony Hope, is another Selznick spe-
cial which may be produced in Los
Angeles.
"That we are moving to the Coast,
said Vice-President Selznick. "does not.
indicate any radical change in the con-
viction we have always held, that good
nhotoplays can be produced right here in
New York City. Indeed. I think the
Selznick productions recently have
proven conclusively that the East need
never take off its hat to the West if
results on the screen are to be the test.
The move simply means that we have in
mind the production of a certain line of
photoplays which can be done in Los
Angeles more effectively than in the East,
the style of production adding variety to
the general product.
Interested in Studios
"That I am personally interested in
l'nited Studios. Inc.. quite naturally adds
to the pleasurable anticipation with which
I look forward to our work on the Coast.
On previous visits to Los Angeles I have
become well acquainted with the studios
to which we are moving and I know how
pleasantly and how easily good work
can be done there. The change to new
scenes and new conditions is going to
do all of us a lot of good. Our stars will
put even more enthusiasm into their
work in California than they have been
showing here, and the result cannot fail
to be bigger and better pictures for ex-
hibitors who are using Selznick product."
Four Members Added to
Christie Writing Staff
Since centering production on a limited
number of two-reel comedies a year.
Christie company has enlarged its scen-
ario staff to include Frank Roland Conk-
lin. Walter Graham. Robert Hall and
Royce Alton as regular staff writers, and
no more stories arc being considered from
outside sources.
This move, it is stated, was made be-
cause the new Christie stories are now
the same from a production standpoint
as the longer feature films, and the needs
of the company can best be filled by staff
writers who have been trained to the
Christie standard.
80
EXHIBITORS HERALD
April 8, 1922
"Every One a Feature" Is Production
Policy Governing Christie Comedies
"Every one a feature in itself," is the
guiding rule announced in the production
of two reel comedies by Christie during
1922. The policy inaugurated with the
beginning of Christie's second year of
distribution through Educational ex-
changes— that of restricting its product
to two reel comedies, into which the ut-
most in production in concentrated — is to
continue during this year.
Believing that the day of the cheap
two-reeler is gone forever, but that there
is- a great need for short comedies with
high entertaining qualities, the entire
Christie forces will devote all energy to
making each of the twenty-four two reel
subjects of the year a feature.
Players Added to Staff
When the motion picture reviewer of
Life recently spoke of a Christie comedy
as having "more entertainment value than
the average five reel feature film," he ac-
knowledged the attainment by Christie
of the ideal behind the making of each
of his comedies.
Four popular comedy stars who have
appeared in recent issues of this series
are to be alternated in forthcoming pic-
tures, with occasionally a special star in-
troduced. The "regulars" among the
Christie comedy stars are Bobby Vernon,
Neal Burns, Dorothy Devore and Viora
Daniel. Several well known young men
and women recently have been added to
the Christie staff for prominent support-
ing roles, and before long Vera Stead-
man (Mrs. Jack Taylor) will be seen
again in these fun films.
Describes Publications
Some of the current or forthcoming
pictures of the Christie comedy series
are: "A Rambling Romeo," presenting
Neal Burns with Helen Darling in a story
of a modern Romeo with too many Ju-
liets; "Hokus Pocus," with Bobby Ver-
non as a rube drafted into the company
of a traveling magician in a small town;
" 'Twas Ever Thus," featuring Viora
Daniel, who scares away a young rancher
coming all the way from Arizona to see
her and then changes her mind about
him and follows him to his ranch; "Oh,
Promise Me!" in which Neal Burns plays
the part of an American Legion boy who
marries his American sweetheart on the
very day when his Parisian darling lands,
expecting to be his bride; " 'Tis the Bull,"
with Bobbv Vernon forced to fight the
bull, because he has thrown it too much;
"Fair Enough," with Dorothy Devore
doing the "jailbird" act, and "Cold Feet,"
in which Viora Daniel pokes a bit of fun
at the thrilling melodramas of the snow-
covered Northwest.
Sells Rights in Carolinas
Continental Pictures Corporation has
obtained the territorial rights on "Where
Is My Wandering Boy Tonight?" for
North and South Carolina, the deal hav-
ing been consummated by General Man-
ager Baum of Equity and Fred Martin,
manager of Continental.
New Brandt Company
Will Market Serials
Eddie Polo Chapter Play Is
First Obtained by New
Corporation
Star Serial Corporation has been or-
ganized with Joe Brandt, who is active
in the management of C. B. C. Film
Sales Corporation, as president. The
purpose of the organization is to pro-
duce and market chapter plays.
Announcement is made that the com-
pany already has acquired Eddie Polo
Serial Corporation, which is producing
the Polo chapter play, "Cap'n Kidd."
Is Back in New York
Polo has just returned to New York
from Florida where exteriors for his
production were filmed. The interiors
are being made at the Peerless Studio at
Fort Lee.
A. L. Feinman has been engaged as
publicitv and exploitation director for
Star Serial Corporation. Mr. Feinman,
who until recently was associated with
Inter-Ocean Film Corporation, has had
a thorough training in advertising, pub-
licity and exploitation.
To Be State-Righted
Chapter plays handled by the new
Brandt organization will be distributed
the state-right market. In comment-
ing upon the acquisition of the Polo
serials, Mr. Brandt said:
"I personally believe, and my belief is
shared by thousands of exhibitors and
exchange men, that Mr. Polo is the fore-
most serial star in the business today.
Together with good stories, effective ex-
ploitation and systematic distribution, it
is my hope to widen Polo's large circle of
admirers, and to consequently enhance
the value of Polo's forthcoming chapter
plays so that the state-rights buyer who
purchases them and the exhibitor who
contracts for the series will make a
substantial profit."
Resume Production After
Illness of Eddie Carewe
C. C. Burr, president of Affiliated Dis-
tributors, Inc., has received word from
the Coast that Eddie Carewe has re-
covered sufficiently from his recent at-
tack of the flu, and that production on
the all-star Carewe feature, "I Am the
Law," is rapidly Hearing completion at
the Fine Arts studio.
The company includes these players:
Alice Lake, Kenneth Harlan, Gaston
Glass, Rosemary Theby, Noah Beery,
Wallace Beery and Hector Sarno. Con-
tracts on "I Am the Law" have been
closed with Harry Warner of Warner
Brothers for the entire foreign rights,
and with Fred Cubberly of Indianapolis
for the Mid-Western territory.
"My Wild Irish Rose" Is
Complete for May Issue
"My Wild Irish Rose," the Vitagraph
special adapted from the stage success by
Dion Boucicault, has been completed at
the West Coast studios at Hollywood so
far as the actual filming is concerned,
and the prints are on their way to the
Brooklyn studios where the cutting and
editing will be rushed to completion.
The Irish photoplay is scheduled for
publication early in May. The picture
was directed by David Smith. In the
cast are Pat O'Malley, Pauline Starke,
and Little "Micky" Daniels.
I AM THE
The Biggest Attraction the Inde-
pendent Market Has Ever Had !
EDWIN CAREWE
PICTURES CORPORATION
B. P. Fineman.Prcs.. B. F. Zeldman, V.-P.
Distributed by
THE £
BIG O
ARE
COMING
AFFILIATED
DISTRIBUTORS, INC.
C. C. BURR, Pret.
133-1 35-137 Weit Forty Fourth Street
New York City, N. Y.
Directed by
EDWIN CAREWE
with
ALICE LAKE
KENNETH HARLAN
GASTON GLASS
ROSEMARY THEBY
NOAH BEERY
WALLACE BEERY
April 8, 1922
EXHIBITORS HERALD
'81
Report First National to Distribute
Coogan's Newest Feature, "Trouble"
Jackie Coogan's third starring vehicle,
"Trouble," has been completed at the
United Studios, Hollywood. The pro-
duction was adapted to the screen from
an original story and contains an abun-
dance of comedy, as well as dramatic
situations.
Sol Lesser, vice-president of West
Coast Theatres, Inc., announces that dis-
tribution channels will be set when he
confers with officials of Associated First
National at ihe company's meeting sched-
uled for April at West Baden, Ind.
Excels Previous Films
While the Coogan productions are be-
ing distributed picture by picture, indica-
tions point that the First National organi-
zation will take care of the handling of
"Trouble," :is it has done with "Peck's
Bad Boy" and "My Boy."
"Trouble" borders somewhat on the
lines of the famous Peck story- and con-
tains many more laughable episodes than
the "My Boy" feature. Jackie is in the
role of an adopted son of a burly
plumber and his wife. The many inci-
dents that take place while Tackie acts
as the plumber's helper tend to make up
a five-reel feature that is said to excel
"My Boy" and "Peck's Bad Boy."
Predict Big Success
"Trouble" was directed by Albert Aus-
tin, and Wallace Beery and Gloria Hope
are seen in the two important roles sup-
porting Jackie. According to those who
have seen the completed picture in the
projection rooms of the Coogan studio.
"Trouble" should have no trouble in mak-
ing another top-notch record via the box
office for the famous little star.
Advertising angles on this new Coogan
presentation are said to be unlimited and
it is the intention of the producers to
see that every possible assistance be given
exhibitors in aids and novel press books
and various other means of "putting the
picture over" a full 100 per cent.
Lesser Going East
While Mr. Lesser is East attending
the First National meeting, work will be
rushed along at top speed on "Oliver
Twist," Jackie's next production. Frank
Lloyd, director general of the "Oliver
Twist" feature, will be ready to start ac-
tual filming this week. This promises
to be a truly massive photoplay in every
sense of the word.
Mr. Lesser plans to leave for New
York early next week. He will confer
with his associates there prior to leaving
for the meeting at West Baden.
Fourth Exchange Is
Opened by National
Floyd Lewis Is Manager of
Company's Office at
St. Louis
National Exchanges, Inc., has just
opened the fourth distributing office di-
rectly controlled by the parent organ-
ization within a space of three weeks
from the time of opening the first of its
own branches, according to the state-
ment just issued by Walter L. Johnson,
president of National Exchanges, Inc.
The new exchange is St. Louis Na-
tional Exchanges, Inc., located at 3435
Olive street, St. Louis, Mo. Floyd Lewis
is manager. Roy Dickson is associated
with Mr. Lewis, who is president of the
F. I. L. M. Club..
Eridences Rapid Expansion
"National Exchanges, Inc., has now
opened up the fourth of its own offices,"
said Walter L. Johnson. "The other
three, recently opened, are Metropolitan
• National Exchanges, Inc., at 729 Seventh
avenue, New York City ; Cosmopolitan
National Exchanges, Inc., at 738 South
Wabash avenue, Chicago, and Buckeye
National Exchanges, Inc., at 514 Film
Exchange building, Cleveland, O. These
exchanges will give us our own distribut-
ing offices in four important territories.
Now that we have assumed control of
these distributing offices, we feel that
considerable significance may be attached
to the statement that National Ex-
changes, Inc., is making rapid and sub-
stantial growth."
Productions Are Listed
St. Louis National Exchanges, Inc.,
will distribute "Why Not Marry?" a
tive-reel comedy romance, featuring Mar-
gery Wilson; a Charles Ray production
every other week; a single reel com-
edy or magazine subject every week; a
two-reel comedy every other week; "The
Great Reward" serial and a feature a
month.
Two scenes from "Trouble," Jackie
Coogan's latest independent produc-
tion.
A. V. Wade has purchased the Queen
theatre at Yoakum, Texas, from Edward
Ryba. He took charge February 22. The
new owner will make many improvements,
including up-to-date equipment.
* * *
Pepper Bros, have purchased Ola theatre
at Ola, Ark., from W. F. Thompson.
Ray Launches Production
On First United Artists
Production on Birthday
March 15 was a big day for Charles
Ray. It was his birthday; the anniver-
sary of Charles Ray Productions, and on
that date he shot the initial scenes for
his first United Artists production, "The
Tailor Made Man."
Beginning of production on this fea-
ture marks the first step in the star's
determination to produce fewer and better
pictures, a policy announced some time
ago.
As a part of his birthday celebration,
Mr. and Mrs. Ray entertained his staff
and cast at the studio. In the cast are
Stanton Heck, Douglas Gerrard, Victor
Potel, Frank Butler, Kate Lester, Jacque-
line Logan, Nellie Sauders and Eddie
Gribbon.
Second National Reports
Bookings in New England
Territory Total $6,000
Herman Rifkin of Boston, who has
charge of the distribution of the Second
National product in that territory, re--
ports to the home office of the company
that the bookings in New England total
$6,000. The Boston runs on "David and*
Jonathan," he states, have brought in
$800.
Mr. Rifkin is president and treasurer
of Eastman Feature Film Company of
Boston and New Haven.
Reports from other Second National
exchanges, according to officials of the
corporation, show that the series of pic-
tures which began with "David and Jon-
athan," followed by "Her Story" and
"The Night Riders," has excellent pros-
pects of proving exceptionally popular
with exhibitors and motion picture pa-
trons in all parts of the country. The
fourth picture will be announced in a
few days.
Sub-Divides Territory to
Handle Additional Business
On account of the tremendous amount
of business now flowing through the
New York Paramount exchange, the ter-
ritory has been divided into three divi-
sions, under the supervision of H. H.
Buxbaum, district manager, and Harry
Danto, exchange sales' manager.
Paul Swift is placed in charge of Di-
vision No. 1, comprising Manhattan, the
Bronx and Staten Island; Division No. 2,
embracing Brooklyn and the remainder
of Long Island, will be in charge of
Richard Gledhill; Division No. 3, consist-
ing of the territory of Northern New
Jersey, will be in charge of John Ham-
mel.
"The great novelty of the
picture lies in the fact that it
was photographed in Arabia,
and with the exception of a
few principals, only Arabians
were used in the cast." —
New York Sun on
"The Sheik's Wife.'.
82
EXHIBITORS HERALD
April 8. 1922
MARGERY WILSON and support in a scene from "Why Not Marry," a comedy
being distributed by National Exchanges, Inc.
Stars and Producers Finish Twelve
Pictures for First National Program
Stars and producers distributing their
product through Associated First Na-
tional have just completed twelve pic-
tures for publication in the near future.
The pictures are:
Norma Talmadge in '"The Duchess of
Langeais," an Honore Balzac drama.
Conway Tearle, Rosemary Theby an£
Irving Cummings are among those in
support of the star. Frank Lloyd di-
rected. The picture is heralded as the
star's greatest.
Kalherine MacDonald in "Heroes and
Husbands." The star has the role of an
authoress. Nigel Barrie is in support.
Chet Withey directed.
Robert Ellis in Support
Dorothy Phillips in Allen Holubar's
"The Soul Seeker," a story of the sea.
The big scenes of the picture were filmed
from hydroplanes. Robert Ellis, Wal-
lace Beefy and others are in support.
John M. Stahl's "One Clear Call." fea-
turing such v. ell-known players as Henrv
B. Walthall, Claire Windsor, Milton Sills,
Irene Rich. Joseph Do'wling, Shannon
Day and others. The daring riding of a
clan of night riders figures in the story.
Constance Talmadge in "Her Primitive
Lover." This is described as a sprightly
comedy with a dramatic twist. Harrison
Ford and Kenneth Harlan are in the cast.
Sidney Franklin directed.
Neilan Film Complete
Marshall Xeilan's "Fools First," which
tells the story of the regeneration of a
criminal through the wiles of the daugh-
ter of a master crook. The all-star cast
includes Claire Windsor, Richard Dix,
Claude Gillingwater, Ray Griffith, Shan-
non Day and others.
Thomas H. luce's "Jim," the story of
an Arizona ranchman. Marguerite De
La Motte. Milton Sills and John Bowers
are featured.
Maurice Tourneur's "Lorna Doone. '
adapted from R. D. Blackmore's novel.
Madge Bellamy, Frank Keenan, John
Bowers and Donald MacDonald are the
featured players.
Produces Collier Play
Thomas H. Ince's "The Hottentot,"
with Douglas MacLean. Declared to be
the star's greatest comedy role. It was
adapted from an original stage play bv
Willie Collier.
J. Parker Read Jr.'s "Pawned," by
Frank L. Packard, the author of "The
Miracle Man." Irvin Willat directed a
cast including Tom Moore, Edith Rob-
erts, Joseph Swickard, Charles Gerrard
and James Barrows.
Ince Completes Another
Thomas H. Ince's "Skin Deep," a story
of the reclamation of an enemy of society
through facial transformation by plastic
surgery and the love of a good woman.
Milton Sills, Florence Yidor, Marcia
Manou and Frank Campeau are principals
in the cast.
J. I.. Ffothingham's "The Man Who
Smiled," a story of Russia, New York's
Ghetto and the W est. Directed by Ed-
ward Sloman. In the cast are Marcia
Manon, Mary Wynn. William V. Mong,
Edward Sutherland, Lucille Ward and
others.
Walton Back on Lot
After Theatre Tour
Plans Made by Universal for
Next Four Frank Mayo
Productions
Gladys Walton, who has just com-
pleted a personal appearance tour which
took her as far east as Salt Lake City,
has returned to Universal City to begin
production on "The Trouper," written by
A. P. Younger of the Universal staff.
The star plays the role of a wardrobe
girl in a road show.
Will Issue Song
"The Trouper" will follow the produc-
tion made from the popular song, "Sec-
ond Hand Rcse." A new edition of the
song will be issued by Shapiro-Bernstein
with a picture of Miss Walton on the
cover.
Two other pictures in which Miss Wal-
ton will star will be versions of Henry
W. Savage's play, "Top o' the Morning"
and Bret Harte's "M'Liss."
Adapts Northwood Story
Frank Mayo has .just started produc-
tion on "Out of the Silent North," a novel
of the northwoods by Harry Sinclair
Drago and Joseph Noel. This feature
will follow "The Way Back" (temporary
title), which was adapted from a story bv
the late John Fleming Wilson. William
Worthington will direct "Out of the
Silent North."
"Afraid to Fight" follows the Drago
story, while the fourth production star-
ring Mayo will be "The Altar Stairs," a
romantic south sea story by G. B. Lan-
caster.
M. P. T. O. A. Requests
Ban on Obenchain Film
The Motion Picture Theatre Owners of
America has "respectfully requested" ex-
hibitors to refrain from presenting the
Ralph Obenchain picture "because we do
not believe ■ that such a picture has an
edifying or elevating influence."
"It should be accorded the same ad-
verse treatment," the statement reads, "as
was given the Clara Hamon Smith pic-
ture, which had a similar origin."
Pyramid Changes Title to
"Should Husbands Know?"
Pyramid Pictures, Inc., announces that
the title of its third production has been
changed from "The Mayor's Wife" to
"Should Husbands Know?" This is the
picture adapted from the story by Anna
Katharine Green in which Betty Blythe
has the principal role and which is ncar-
ing completion under the direction of
Kenneth Webb at the Pyramid studio.
Unprecedented Booking Is
Reported on Metro Film
Metro Pictures Corporation announces
an unprecedented number of bookings on
the Rex Ingram production, "Turn to the
Right," adapted from the Winchell Smith
play. Metro estimates that within the
first week of its publication the picture
will be seen more than 44.'! times, its rec-
ord as a Broadway play.
MAKE YOUR PATRON f AND
YOU/f BOX OFFICE HAPPY-
Book PERCY &.FERDIE
HALLROOM COMEDIES
EXHIBITORS HERALD
£r(L , CAr^f^ Qlj<^i^
(zrCffPSts 7?*SS.f <rvv' rs
rf^c^; as p<>^^ "
From —
THE MOTION PICTURE CRITIC
of Chicago's Leading Afternoon Newspaper
FILM NEWS AND REVIEWS
'Gypsy Passion' or The Child
of the Bear' is Great
BY ROB REEL.
There are moments when a motion
picture reviewer is the last person
on earth fit to criticize a picture.
He sets so many of them in the
course ot a week that many times
they bore him before "Finis" is writ-
ten, and he's likely to blame it on
the film!
' However, there is one production
that the most blase critic — or review-
er— could never criticize.
"Gypsy Passion!"
Here is a play that proves Shake-
speare's words. "The plays the
thing." Here is a cast that proves
the power of proper selection. Here
are scenes that are truly beautiful —
genuinely picturesque "Gypsy Pas-
sion!"
It is taken from the story of lean
Richepin. "Miarka. the Child of the
Bear."
A baby is cared for by a great
black bear — a wee brown gypsy baby
whose mother died and whose grand-
mother. Romany Kate, is her only
living relative. "It is written." in-
sists Romany Kate, "that you shall
meet the chief of all our tribes at the
shrne of the saint. Lady Man* of
the Sea." And Miarka. child of the
bear, shudders, because she loves the
son of Count de la Roque. a French
gentleman, and the gypsies' friend.
There is one Louis. A rascal! He
loves Miarka — or at least, desires
her He schemes to have Romany
Kate placed in pr son. and when the
girl is left alone — except for the
great bear — he seeks to abduct her.
But he has not counted the beast!
There is a battle — man and bear —
and the man goes down before the
bear's huge body with lacerated face
and broken bones.
Oh. you will like "Gypsy Passion!"
It is unlike anyth:ng else ever
screened. It is vivid, beautiful, deli-
cate as poetry and decent as all life.
Madame Rejane as Romany Kate
handles her part with conscientious
care — a truly excellent actress! Jean
Richepin himself anpears as the dig-
nified old count. Desdemona Mazza
as Miarka is charm-ng and very
lovely Ivor Xovello. already famous
in another field (for he wrote "Keep
the Home Fires Burning"), plays the
juvenile lead. Others in the cast are
well chosen, as I have already said,
and further than this I can only
add—
SEE IT when it comes, for you
will be doubly pleased.
Reprinted from the Chicago Evening American of Friday March 10. 1922.
84
EXHIBITORS HERALD
April 8, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not . be
printed.
The Reserved Seat Problem
PROTECTION, KANS. — To the
Editor : Many thanks for the Box Office
Record. It certainly is fine.
In last week's issue of the Herald, I
read where you asked a fellow exhibitor
how he managed his reserved seat sale,
and if you, or he, will not feel that 1
am butting in, I will tell you how I
handled mine.
I bought "The Affairs of Anatol" be-
fore it was released and ran it a short time
after Wichita did, and besides getting out
heralds, calling my patrons' attention to
be on the lookout for what the Wichita
papers had to say about it, I put on my
reserved seat sale one week before show
date.
I made up a cabinet with a slot to
represent each seat in the house and put
the ticket for that seat in the slot, and
when the drug store sold that seat, they
removed the ticket and there could not
be any errors made. When I opened up
my house, I brought the cabinet to the
box office and all that got tickets at the
window were sold from the board. It
worked ideally and whenever I run spe-
cials that I think warrant it, I use the
board, and, to my mind, it adds dis-
tinction lo the attraction.
I look forward to the coming of each
issue of the Herald and enjoy reading it
immeasurably. Wishing you every suc-
cess, I am, — Earl O. Peeler, manager, Pas-
time theatre, Protection, Kans.
EDITOR'S NOTE— Mr. Peeler's letter is in
response to a request made in The Theatre
section of the Herald recently.
Plenty of Work for Hays
CHANDLER, OKLA.— To the Editor:
I have read with considerable interest
what a veteran Chicago exhibitor said in
the current issue of your magazine. We
have all had experience with "hard
boiled" exchange managers and the
sooner such unprincipaled rascals are dis-
carded, the better off the industry will be.
I am in hopes that Mr. Hays will
revolutionize the producers and distrib-
utors. No doubt he will be horrified
when he delves into the inner workings
and sees the unethical methods employed
by certain distributors in conducting
their business.
It has often, and truly, been said the
picture show business is different from
any other. It is different because the
exchanges have not operated upon meth-
ods that would inspire confidence and
co-operation between themselves and the
exhibitors.
I doubt if there is any other business
that could show one per cent of the
amount of complaints that have been filed
with our national organization by ex-
hibitors complaining of unfair methods
employed by certain distributors. — H. G.
Stf.ttmund, Jr., Odeon theatre, Chandler,
Okla.
A Worthwhile Task
NEW YORK, N. Y. — To the Editor:
What a havoc the press agent has
wrought! What illusions he has created!
Nazimova in a scene from "A Doll's House."
(United Artists)
What a monument he has helped to
build!
Mr. Quigley's remarks anent press
agents in the March 4th issue of the
Herald are sound, constructive and in-
spiring. Instead of idly expatiating upon
a subject which had far better been dwelt
upon by yourself, I would rather en-
deavor to point out one or two lessons
applicable to press agents (and I happen
to be one of them) which may be drawn
from the publicity that has been deluged
upon Hollywood and the film industry in
general.
The background of big men and big
industries, in order to determine their
respective potential value, are subject to
four questions: What kind of people are
running the industry? What can they
really do? What will they leave behind?
What were the sources and background
of their tremendous power?
The answers to the first three ques-
tions, at the present stage of the indus-
try, need not be chronicled for the mem-
bers of the cinema art. But the answer
to the fourth centers in a large measure
on the work of the press agent. The
work of the press agent, if nobly done,
always contains in itself not one but
many lessons; and in case of those of us
who would be singled out as specially de-
serving of laudatory mention, we must
leave the game better than we found it.
To my mind, too few press agents aim
at something great; too few aim at things
which are difficult; and there is no ereat
thing which is not difficult. Our under-
taking should not be pared down to what
we can hope to see successful in a brief
space of time. Rather, while the ma-
terial is either in the process of materiali-
zation, or after it is written, it points the
way clearly for the benefit of the concern
and the industry, then it should be sent
throughout the breadth and scope of the
world.
The entire country has been set think-
ing about the morals of the industry. At
this crucial moment, we must fight on
with all our strength against whatever
odds and with however small a band of
supporters. These opinions can and
should be successfully counteracted by
the entire force of press agents so that
the problems and difficulties facing every
branch of the industry may be solved for
a long time to come. This is an item
of debt which humanity will be doubly
grateful for. and to which press agents
can point with pride — pride which their
whole career most strikingly illustrates.
Our best directed efforts may often
seem wasted and lost and that which can
be definitely pointed to and distinctly
identified as a definite gain to humanity
and the industry will long live in the
annals of those of us who have the better-
ment of America's greatest constructive
force at heart. Let us have more of
your inspiring editorials on press agentry!
— Louis Marancella, publicity department,
Warner Rrothers, 1600 Broadway, New
York. N. Y.
F-IL>1 LAUGHS FROM
TOPICS
S ELECTED BY
TIMELY FILMS. Inc.
Mary (meeting old school friend) — Are
you married? How manv children?
"Friend — Yes; two little folks. Mary —
How old? Friend — Five and ten. Mary —
H-m, I see, Woolworth twins! — Printer's
Ink.
*
Bill Jones received the following tele-
gram from his sister the other day:
"Twins arrived. Feeling fine. More by
mail." — Miami Herald.
*
Uncle John promised little Florence a
new doll. He took her to the doll depart-
ment in one of the big stores and said:
"Now, Florence, which shall it be — a boy
or girl?" "Twins," promptly replied
Florence. — Nezv York Sunday News.
*
Ray — Dearest, I'm going to buy the
furniture today for our future home. Shall
I get twin beds? May (blushing a little)
— Oh, Ray, do you think we'll ever have
twins? — "Topics of the Day" Films.
*
Teacher — Who can tell what coinci-
dence is? Johnny — We've got one at our
house — twins. — Detroit News.
*
"Willie!" asked the pretty teacher,
"what is the plural of man?" "Men,"
answered the small pupil. "And the plural
of child?" "Twins." — The Crescent.
*
Mrs. Maloney — Twins be a great mis-
fortune. Mrs. Finnerty — Sure they be!
Wan o' thim misfortunes that niver come
single. — Cincinnati Enquirer.
*
"I never saw two children so much
alike. How does your mother tell you
twins apart?" "She finds out by spankin'
us. Dick cries out louder'n me." — Boston
Post.
Seven Century Comedies
Rated as "Better Films"
The National Committee for Better
Films has selected three out of the four
Century comedies made in January as
especially good pictures and equally
suitable for children. The two-reelers in
question were, "Horse Sense." with Harry
Sweet and Sally, the trained horse; "Lit-
tle Miss Mischief," starring Baby Peggy,
and "Mutts," starring Brownie, the Won-
der Dog, supported by an all-dog cast.
For the month of February the Nation-
al Committee put on its index all four
Century comedies and marked three of
them as particularly good for juveniles.
The pictures were, "Two of a Kind," with
Harry Sweet; "Peggy, Behave!" starring
Baby Peggy; "Cheerful Credit," starring
Brownie, and "The Dark Horse," with
Sally, the trained horse.
"Twin Brides" Doris May's
Next Production for R-C
"Twin Brides," an original story by
Ethel M. Hadden, will be Doris May's
next starring vehicle for R-C Pictures. It
is said the story will give Doris May
ample opportunity to display subtle com-
edy.
Work on the production will begin
shortly at the R-C studios. William A.
Seiter will direct.
April 8. 1922
EXHIBITORS HERALD
85
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this department.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me." EXHIBITORS HERALD. 417 S. Dearborn St. Chicago.
Associated Exhibitors
Unfoldment, with a special cast. — Pic-
ture very good, and the photography is
very dark in many scenes. Grand, up-
lifting story. Pleased 95 per cent. — A
C. Betts, Powers theatre, Red Creek,
X. V. — Neighborhood patronage.
Woman, Wake Up, with Florence
Vidor. — This one proved to be a good
attraction for a week's run and played to
good crowds. All who saw it liked it. —
Samuel Harding, Liberty theatre, Kansas
City, Mo.
Tropical Love, with Ruth Clifford. —
My patrons liked this one. — Shelly &
Windbiel. Orpheum theatre, Amsterdam,
N. Y. — Transient patronage.
First National
Hail, the Woman! a Thomas H. Ince
production. — Story, direction and cast
great. Good business four days with
Over the Hill as opposition. This is a
real production. Grab it. — A. H. West
Babcock theatre, Billings, Mont. — Gen-
eral patronage.
PECK'S BAD BOY, with Jackie
Coogan. — A 4:15 matinee at 10
cents for all school children will
start this picture off with a bang
and give it plenty of advertising.
The children will boost it for the
old folks and they will come and
see it and boost it to their friends,
who will come and see it the second
show. — T. H. Smith, Princess thea-
tre, Golchester, 111.
Molly O, with Mabel Normand. — A
very good picture. Liked by patrons.
Business off first part of week on ac-
count of extreme cold, but it came with
a rush at the finish and netted a very
good profit. A picture that can be called
real entertainment. In addition to regu-
lar advertising used a girl to call up
women on the phone, telling about the
picture and its good qualities. — Frank L.
Browne, Liberty theatre, Long Beach,
Cal.
The Sign on the Door, with Norma
Talmadge. — A very excellent picture
which gave general satisfaction and pro-
duction sustains interest throughout.
Norma Talmadge does the finest bit of
acting of her career. Business satisfac-
tory two days— W. H. Brenner, Cozy
theatre, Winchester, Ind.
Bits of Life, a Marshall Neilan produc-
tion.— A poor picture. — Harris & Crews,
Orpheum theatre. Oxford, N. C— Neigh-
borhood patronage.
The Sky Pilot, a King Vidor produc-
tion—Don't be afraid of this one. Book
and boost. It will sure bring them out to
your house again.— J. W. Baird, Crystal
theatre. Pattonsburg, Mo. — Neighbor-
hood patronage.
The Family Honor, with a special cast.
—Good picture; patrons seemed well
pleased. — Geo. Miller, Liberty theatre,
Montezuma, Ga.- — Neighborhood patron-
age.
The Ten Dollar Raise, with a special
cast. — A clean little comedy-drama that
was good enough to get by. — Charles Lee
Hyde, Grand theatre, Pierre, S. D. —
Small town patronage.
The Child Thou Gavest Me, with a spe-
cial cast. — Here is a real picture. It will
pleased 100 per cent. Lewis Stone is
good, but the child, Richard Headrick,
sure will please everyone, and you have a
picture that will please more than many
specials. — Bert Norton, Kozy theatre, Eu-
reka, 111.
Lying Lips, a Thomas H. Inch produc-
tion.— A crackerjack. One of the best we
ever played. If my patrons had kicked
on this picture I would have advised them
to have their heads examined. — D. A.
Kooker, Happy Hour theatre, Ewen,
Mich. — General patronage.
Scrap Iron, with Charles Ray. — Good
picture. — C. A. Ferry', Crown theatre,
Pasadena, Cal. — Transient patronage.
Love Never Dies, a King Vidor pro-
duction.— Very pleasing picture. River
scene a good thriller. Fair business. —
A. H. West, Babcock theatre, Billings,
Mont. — General patronage.
Scrap Iron, with Charles Ray. — Fine
picture. Fair business. — Harris & Crews,
Orpheum theatre, Oxford, N. C. — Neigh-
borhood patronage.
The Master Mind, with Lionel Barry-
more. — The drawing power of this pic-
ture is rather hard to determine, but it
must have been better than average, as
I Privilege?
It's Your
D
epartment
"Am sending some com-
ments on 'What the Picture
Did for Me.' I think this part
of the HERALD alone is
worth the price and I am sur-
prised that more exhibitors do
not contribute to it.
"Thanking you in advance
for the privilege of using this
department, I am, with best
wishes,
H. W. McCampbell,
Auditorium theatre,
Carpinteria, Cal.
it brought out a fair attendance in spite
of a terrific dust storm. The acting of
the star is up to his high standard, and
the comments on the picture were all
very favorable. One man waited to tell
me that he considered it the best he had
ever seen. — E. L. Franck, Oasis theatre,
Ajo, Ariz. — Neighborhood patronage.
The Sky Pilot, a King Vidor produc-
tion.— Boys, here is as big a western as
you can wish for. A great cast, and the
cattle stampede produces a real thrill. —
E. J. Degenhardt, Princess theatre, Men-
dota, 111. — Neighborhood patronage.
HABIT, with Mildred Harris.—
This picture was sent to me gratis
because CABIRIA proved to be
such a flivver in my town. HABIT
is interesting from the very start.
The Methodist minister and his
wife were present and both told me
the picture was fine, and the minis-
ter doesn't exactly "approve" of
pictures. — Mrs. W. M. Kimbro,
Greenland theatre, Greensboro, Ga.
Bob Hampton of Placer, a Marshall
Neilan production. — One that gets them
talking. Went over fine. — J. W. Sei-
brand, New Grand theatre, Northwood,
N. D. — Neighborhood patronage.
The Golden Snare, with a special cast.
— This is a wonderful, gripping North-
ern story. Wonderful snow scenes and
shows the masterful direction of the di-
rector and producer of outdoor pictures.
— C. A. Ferry, Crown theatre, Pasadena,
Cal. — Transient patronage.
The Child Thou Gavest Me, with a spe-
cial cast. — Words fail me when I try to
describe this wonderful photoplay. How-
ever, it is one of the big ones of the
year. — F. W. Horrigan, McDonald thea-
tre, Philipsburg, Mont. — Mining camp
patronage.
Passion, with Pola Negri. — No one can
say but what the acting of Pola Negri is
wonderful, but as to the picture as a
whole there is not much to it, and if you
haven't got it bought leave it alone. —
Geo. C. Starkey, Opera House, Montour
Falls, N. Y. — Neighborhood patronage.
The Sky Pilot, a King Vidor produc-
tion.— This is a fine picture. Poor busi-
ness. Bad weather. — Harris & Crews,
Orpheum theatre, Oxford, N. C. — Neigh-
borhood patronage.
Unseen Forces, with a special cast. —
This was sent as a substitute, but seemed
to please nearly everyone as a good pro-
gram picture. — Otis Lamon, Auditorium
theatre, Elmwood, Wis. — Small town pat-
ronage.
The Wonderful Thing, with Norma
Talmadge. — Liked by everyone. Business
very good all week. Opened good and
got better every day. A good picture,
story and cast. Country Chickens, two-
reel Punch comedy, on same bill; very
funny in spots. In addition to newspapers
and cards for special locations we used
86
EXHIBITORS HERALD
April 8, 1922
Two scenes from recent Arrow productions. Left — "Back to Yellow Jacket," a Ben Wilson special, starring Roy Stewart
and Kathleen Kirkham, adapted from a "Cosmopolitan Magazine" story. Right — A scene from "The Innocent Cheat,"
which also stars Roy Stewart.
200 halfsheet cards and had a peep box
in the lobby. Inside of the box we had
various articles to represent a wonderful
thing — a still of Ford making love to
Miss Talmadge, a wedding ring, engage-
ment ring, baby in cradle with mother
doll sitting in chair beside cradle, roll of
real money, miniature bungalow, etc. The
stand looked like a parlor. On the front
it said, "Behold, the Wonderful Thing!"
Inside it asked, "Which is the," etc. —
Frank L. Browne, Liberty theatre. Long
Beach, Cal.
The Lotus Eater, with John Barry-
more. — Star and cast very good. Did not
draw. — A. H. West, Babcock theatre,
Hillings, Mont. — General patronage.
One Thousand to One, with Hobart
Bosworth. — Pleased about 90 per cent.
Not much to the story, but went over
fairly good. Fight scene was a dandy. —
D. A. Kooker, Happy Hour theatre,
Ewen, Mich. — General patronage.
Her Social Value, with Katherine Mac-
Donald. — Very good, but she has had a
whole lot better pictures than this. Busi-
ness fair. — R. Navary, Liberty theatre,
Verona, Pa. — Neighborhood patronage.
Stranger Than Fiction, with Katherine
MacDonald. — Just a fair picture. Story
rather disconnected in places, which
makes it hard to follow. — Botsford Bros.,
Botsford theatre, Sargent, Neb. — Small
town patronage.
Bits of Life, a Marshall Neilan produc-
tion.— Poor excuse of a picture. — C. A.
Ferry, Crown theatre, Pasadena. Cal. —
Transient patronage.
Tol'able David, with Richard I'.arthel-
mess. — Remarkable picture. Star won-
derful. Receipts increased each day for
four days. — A. H. West, Babcock thea-
tre. Billings, Mont. — General patronage.
One Thousand to One, with Hobart
Bosworth. — A good ordinary picture. — ■
W. H. Goodroad, Strand theatre. War-
ren, Minn. — Neighborhood patronage.
Nomads of the North, with a special
cast. — A Curvvood story that goes over
big. The forest fire is quite realistic and
the dog and bear are great. The outdoor
scenery is beautiful and, taken as a whole,
it is a picture that will please nearly all.
— T. H. Smith. Princess theatre, Colches-
ter, III. — Neighborhood patronage.
Scrambled Wives, with Marguerite
Clark— A good program picture. Not
much of a drawing card. First National
pictures do not make money for me. —
P. G. Held, Sterling theatre. Fairmont,
Neb. — Neighborhood patronage.
Molly O, with Mabel Normand. — Good
attraction. Fair business five days.
Pleased them all.— A. H. West. Babcock
theatre, Billings, Mont.— General patron-
age.
The Silent Call, with a special cast. —
One of the best yet. Good cast, with
the most wonderful dog in pictures. Get
this one and please all your patrons.
Good business three days. — A. H. West,
Babcock theatre, Billings, Mont. — Gen-
eral patronage.
The Oath, with Miriam Cooper. — High
class picture. Went over big. — J. W.
Siebrand. New Grand theatre, North-
wood, N. Dak. — Neighborhood patron-
age.
The Girl in the Taxi, with Mr. and
Mrs. Carter De Haven. — Not much. —
Harris & Crews, Orpheum theatre, Ox-
ford, N. C. — Neighborhood patronage.
The Child Thou Gavest Me, w ith a spe-
cial cast.— Very good. Excellent picture,
but poor business on the second run.
Too many had seen it on first run. —
C. A. Ferry, Crown theatre, Pasadena.
Cal. — Transient patronage.
The Beautiful Liar, with Katherine
MacDonald. — Story good. Star delight-
ful. Well produced. Fair business two
days. — A. H. West, Babcock theatre,
Billings, Mont. — General patronage.
Dangerous Business, with Constance
Talmadge. — As usual, a light, rollicking
comedy, such as one has learned to ex-
pect from Constance. This is not her
best, but it is one that is sure to please,
so for this reason it is well worth book-
ing.— T. H. Smith, Princess theatre, Col-
chester, 111. — Neighborhood patronage.
The Kid, with Charles Chaplin. — It
filled my house and pleassd them after
they got in. Can't say this for many
pictures during these times. — D. A. Koo-
ker, Happy Hour theatre, Ewen, Mich.
— General patronage.
In Search of a Sinner, with Constance
Talmadge. — It's naughty, but it's nice.
Played to a good house and kept the
audience in a continual roar. The best
Constance Talmadge ever run here. — F.
W. Horrigan. McDonald theatre, Phil-
ipsburg. Mont. — Mining camp patronage.
The Hoodlum, with Mary Pickford. —
Had to take this, together with Heart
of the Hills, in order to play Daddy Long
Legs. Salesman told us to play it last,
as it was the weakest of the three — and
he was right. Not much to it. Adver-
tised heavy but did not make us any
money, due to bad weather and road
conditions, but was willing to take a loss
rather than disappoint more of our valued
patrons than we did. — Lindrud & Guettin-
ger, Cochrane theatre, Cochrane, Wis. —
Neighborhood patronage.
Fox
A Stage Romance, with William Far-
num. — A great picture in which Mr. Far-
num shows his ability as an all-around
actor. He is good in any role, social or
Western. He is at home. Well liked by
audience. — J. Carbonell, Monroe theatre.
Key West, Fla. — Neighborhood patron-
age.
SKY HIGH, with Tom Mix.—
Boys, I'm a nut over Tom Mix, like
everything else, but this one is a
marvel. The scenery is a picture
all of itself and the stunts make
your hair rise. Boost it SKY
HIGH!— P. G. Vaughan, Royal
theatre, Lee's Summit, Mo.
Perjury, with William Farnum. — Here
is an old-time Farnum picture. Not a
Western by any means. A real heavy pro-
duction with some of the best acting ever
put across by Farnum. It's just jammed
full of gripping scenes. — T. H. Smith,
Princess theatre, Colchester, 111. — Neigh-
borhood patronage.
Sky High, with Tom Mix. — Mix brings
the money and pleases, even if some of
his stories are badly stretched. Canyon
scenery fine in this. Mix O. K. Story
poor. — P. G. Estee, Fad theatre, Brook-
ings, S. D. — Neighborhood patronage.
Sky High, with Tom Mix.— The Grand
Canyon scenery in this has had the whole
town talking. Too much can not be said
for this one, as it is the first of the kind
ever shown. Can't help but please every-
body.— J, G. Varnell, Princess theatre,
Piedmont, Ala. — Small town patronage.
Shame, with a special cast. — Too much
Chinese atmosphere. This is a picture for
a city, not a small town. Pleased about
">0 per cent. — Happy Hour theatre, Cres-
son. Pa. — Small town patronage.
Trailin', with Tom Mix. — Has a very
peculiar way of leading up to the story
but she's a bear when she does get
started. Tom don't make "nothin' else."
— P. G. Vaughan, Reyal theatre, Lee's
Summit. Mo. — Neighborhood patronage.
The Broadway Peacock, with Pearl
April 8. 1922
EXHIBITORS HERALD
37
White. — Pearl White proves once more
that she is a clever actress. With pic-
tures like this one she will prove herself
a great star. — J. Carbonell. Monroe thea-
tre. Key West. Fla. — Neighborhood pat-
ronage.
Gleam O' Dawn, with John Gilbert. —
Who said this picture was not good? My
best patrons said it was one of the best
they had ever seen and I considered it
so myself. It's different, and will please
everyone in your house I'm sure. — J. G.
Yarnell. Princess theatre. Piedmont. Ala.
— Small town patronage.
Maid of the West, with Eileen Percy. —
Very weak story. Eileen Percy is a good
star, but they put her in weak comedies.
Did not please over jO per cent. — W. T.
Biggs. Unique theatre. Anita. Ia. — Neigh-
borhood patronage.
THE ROAD DEMON, with
Tom Mix. — If this don't please,
your case is hopeless. I ran this
in opposition with a chautauqua
and got the business. Kids were
admitted free to the chautauqua,
but they came to my theatre and
paid real money to see Mix. The
auto stunts are fine and the com-
edy all the way through is a relief
in these days of continued blues.
—Mrs. W. H. Heifer. Itasca thea-
tre, Alice, Tex.
Over the Hill, with a special cast. —
One of the best pictures we have ever
run here. Book it for two days. It will
get the money and please at 30 and 55
cents. — M. Davitts, Dixie theatre, Win-
ona. Miss. — General patronage.
Desert Blossoms, with William Rus-
sell.— Program offering which seemed to
give satisfaction to Saturday night crowd.
Good photography. Good action. — P. G.
Vaughan. Royal theatre. Lee's Summit.
Mo. — Neighborhood patronage.
Smiles Are Trumps, with Maurice
Flynn. — A corking good picture. The
more you see of Flynn the better you like
him. He is good. More of his pictures
are welcome to our city. — J. Carbonell,
Monroe theatre. Key West. Fla. — Neigh-
borhood patronage.
Bucking the Line, with Maurice Flynn.
— Splendid picture. Very exciting. A
rough railroad working crew furnishes
the fights, etc. Will please all lo\ rers of
rough pictures. — J. G. Yarnell. Princess
theatre. Piedmont. Ala. — Small town pat-
ronage.
The Devil Within, with Dustin Far-
num. — Not as good as The Primal Law,
but pleased 85 to 90 per cent judging
from comments. — P. G. Estee. Fad thea-
tre. Brookings S. D. — Neighborhood pat-
ronage.
Over the Hill, with a special cast. — \
wonderful production. Everyone should
sec this, but did not make a cent on it. —
Happy Hour theatre. Cresson. Pa. — Small
town patronage.
Over the Hill, with a special cast. —
There is just as much human nature here
as there is in any other part of the world.
Over the Hill went over big with our pa-
trons and it will do the same with yours.
— T. H. Smith. Princess theatre. Colches-
ter, 111. — Neighborhood patronage.
Farmers of Fate, with Louise Lovely.
— Just an ordinary program picture.
Some good scenery'- — Otis Lamon. Audi-
torium theatre, Elmwood. Wis.
A Ridin' Romeo, with Tom Mix. — Ex-
tra good comedy Western, with lots of
dare-devil stunts. — C. A. Ferry. Crown
theatre. Pasadena, Cal. — Transient pat-
ronage.
The Read Demon, with Tom Mix. —
Showed this to advanced admissions and
broke house record. Patrons fairly yelled
with delight. This is a picture that will
please all classes. Extra good for small
town — V. G. Bollman. Castalia theatre,
Castalia, Iowa. — Small town patronage.
Colorado Pluck, with William Russell.
— Some of my patrons told me this was
as good a picture as I had played in many
a^ day. Business off here. — O. L. DoweM,
Electric theatre, Eldon, Mo. — Neighbor-
hood patronage.
Gleam O' Dawn, with John Gilbert. —
Absolutely the poorest so-called special
ever run. Stay away from it. — Mrs. D. C.
Turney. Miller theatre. Bonesteel, S. D. —
Neighborhood patronage.
The Road Demon, with Tom Mix. — A
fine picture with lots of action. Better
than many of the so-called specials. Don't
fail to book this. — Otis Lamon, Audi-
torium theatre. Elmwood, Wis. — Small
town patronage.
Wing Toy, with Shirley Mason.— Just
fair Mason picture. My patrons do not
like Chinese pictures. A good two-reel
Mermaid comedy pulled this show
through where it would have fallen flat
otherwise. — P. G. Held. Sterling theatre.
Fairmont. Neb. — Neighborhood patron-
age.
While New York Sleeps, with a special
cast. — Wonderful acting in this picture,
but little gruesome. Marc McDermott as
the paralitic gives the best facial expres-
sions ever seen. — C. A. Ferry. Crown the-
atre, Pasadena. Cal. — Transient patron-
age.
To a Finish, with Charles Jones. — Yery
good. Jones is as good a drawing card
tor us as Mix. Just a little short, as most
Fox pictures are. — Mrs. D. C. Turnev.
Miller theatre. Bonesteel, S. Dak-
Neighborhood patronage.
Goldwyn
Beating the Game, with Tom Moore. —
This one pleased a lot of people on its
merits. It is much better than the aver-
age Moore production. — John B. Ritch.
Myrtle theatre. Lewistown. Mont. — Gen-
eral patronage.
Wet Gold, a Ralph Ince production. —
This is one that will stand big advertis-
ing and advanced prices. Plenty of
thrills and beautiful scenes. — lohnson
Gentlemen :
Mind Your
Adjectives
j "Enclosed find reports on a
I few pictures.
"I believe that these reports §
that are sent in from all over 1
| the country are the best thing
I yet-
"I could hardly get along 1
without my HERALD. I have §
a little girl, four years old,
| who is just as daffy about it
I as I am.
I "Of course you know what
| department I look for first.
J. W. Boatwright,
Radio theatre,
Ozark, Mo.
Bros.. Johnsonian theatre, Ripley. N. Y.
— Small town patronage.
The Invisible Power, with a special
cast. — Yery good picture. — C. A. Ferry.
Crown theatre, Pasadena, Cal. — Transient
patronage.
Jes' Call Me Jim, with Will Rogers — A
bit ripe as to age. yet an excellent pro-
gram feature. Rogers' manoeuvers make
you feel good. Everyone pleased except
the flappers, as Will is no Joe Santley. —
Ed. Salzberg. Crystal theatre. Horsing-
ton. Kan. — Neighborhood patronage.
An Unwilling Hero, with Will Rogers.
— Not up to Rogers' standard. He used
to be a good bet. but seems to be slip-
ping.— Johnson Bros.. Johnsonian theatre.
Ripley. N. Y. — Small town patronage.
Spotlight Sadie, with Mae Marsh. —
Pleased average audience. — New Cozy
theatre. Winchester, Ind. — Neighborhood
patronage.
Honest Hutch, with Will Rogers. —
Why can't we get more like this one with
the human touch? One of the best Rog-
ers pictures we have had. Pleased. Many
comments. — J. Saunders. Cheney theatre.
Cheney. Kan. — Neighborhood patronage.
The Brand, with a special cast. — This
is a splendid picture. Snow scenes please
them all. — C. Hales. Lyric theatre.
Orange City. Ia. — Neighborhood patron-
age.
An Unwilling Hero, with Will Rogers.
— Rogers gave us a good evening's enter-
tainment. As Whistling Dick, the hobo,
he made a fine one. Carried himself
through in fine style and made a good
picture which pleased everyone and drew
eood. — A. E. Rogers, Temple theatre.
Dexter. N. Y. — Neighborhood patronage.
The Girl from Outside, with a special
cast. — A Rex Beach. Yery good, but not
up to The Silver Horde, but was a good
one. Fair crowd. — Jno. I. Saunders.
Cheney theatre. Cheney, Kans. — Neigh-
borhood patronage.
Hodkinson.
Fifty Candles, with a special cast. —
Fine picture. Good business. Pleased
about 90 per cent. Book it. — Lewis W.
Brisco. Princess theatre, Elwood, Ind. —
General patronage.
The Journey's End, a Hugo Ballin pro-
duction.— Extra clean, well produced
drama. Played four days to satisfactory
business. First feature of this type played
"Atmosphere is Real" — Says Globe
"The atmosphere is real with its ancient city gate and its caravans
and its vistas of palm trees. Even the camels humped themselves
over their native sands as they never did over the studio lots. The
French director understands his material and gets the full dramatic
value from its lights and shadows." —
New York Globe on "The Sheik's Wife."
88
EXHIBITORS HERALD
April 8, 1922
in this theatre. Patrons seemed to enjoy
it and Miss Ballin won the hearts of my
patrons. — John Danz, Colonial theatre,
Seattle, Wash. — Transient. — Family pat-
ronage.
The Spenders, with a special cast. —
"The best show you ever had," remarked
some. Photography fine. — Chas. H.
Cowles, Neptune theatre, Port Austin,
Mich. — Neighborhood patronage.
RIP VAN WINKLE, with
Thomas Jefferson. — Big attraction,
especially for the kids. Within a
few dollars of tripling our business
on this by exploitation. Try put-
ting it over big and win out big.
— Harry E. Bruce, Circle theatre,
Kansas City, Mo.
(NOTE: Mr. Bruce describes
and illustrates his exploitation
campaign in "The Theatre," page
60.)
The Journey's End. — This is not much.
Keep off. — Shelly and Windbiel, Orpheum
theatre, Amsterdam, N. Y.- — Transient
patronage.
The Light in the Clearing, with a spe-
cial cast. — Good picture to average busi-
ness.— Lewis and Brisco, Princess thea-
tre, Elwood, Ind. — General patronage.
Lavender and Old Lace, with a special
cast. — A picture that should go over in
any community. Many favorable com-
ments.— Otto J. Petrich, Rex theatre,
Vale, Ore.
The Brute Master, with Hobart Bos-
worth. — Picture fair. Some places too
rough. Good fire scene on board ship. —
J. E. Higgins, Majestic theatre, Cullom,
111. — Neighborhood patronage.
The U. P. Trail, with Roy Stewart-
Buy this one and your people will all en-
joy it very much. Pictures made from
the stories by Zane Grey always draw a
good house and please the people. — Geo.
C. Starkey, Opera House, Montour Falls,
N. Y. — Neighborhood patronage.
God's Crucible, with Gaston Glass. —
Good Canadian wheat story. Chuck full
of hearty interest. Plenty of action. Pa-
trons enjoyed it. Business very good. —
John Danz, Colonial theatre, Seattle,
Wash. — Transient-Family patronage.
The Truant Husband, with a special
cast.— A very good comedy that seemed
to please most of my patrons. Do not
boost it too much. — -J. E. Higgins, Ma-
jestic theatre, Cullom, 111. — Neighborhood
patronage.
The Truant Husband, with a special
cast. — Very good light comedy. Got
mixed up with another woman, but was
glad to get back to his wife in the end.
Didn't draw, but pleased. — A. E. Rogers,
Temple theatre, Dexter, N. Y. — Neigh-
borhood patronage.
Metro
Peacock Alley, with Mae Murray. —
This picture, in my opinion, is one of the
best productions of the year. Played two
days, at advanced' admission. Book it. —
M. Davitts, Dixie theatre, Winona, Miss.
— General patronage.
Peacock Alley, with Mae Murray. —
Even in these days of short business any
live exhibitor should make money with
this one. It is an exceptional picture from
every viewpoint. — John B. Ritch, Myrtle
theatre, Lewistown, Mont. — General pat-
ronage.
The Four Horsemen, with a special
cast. — Unexcelled as a drawing card and
will please 100 per cent. Boost big. Ad-
vance prices and they can't help but
come. Ran seven days in 16,000 popula-
tion town. — H. B. Barr, Rialto theatre,
Enid, Okla. — General patronage.
Alias Ladyfingers, with Bert Lytell. —
Fairly good picture that brought business
and seemed to satisfy. Nothing great, but
most pleasing. Can recommend it to
most anv house. — Ben L. Morris, Olym-
pic theatre, Bellaire, O. — General patron-
age.
Fightin' Mad, with William Desmond..
— First class western comedy drama.
Action, comedy, and thrills in abundance.
Any house that uses Westerns can use
this. — E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
The Great Redeemer, with a special
cast. — A mighty fine picture. Not very
new, but it is certainly worth anyone's
time to see it. It brought a lot of new
faces to our audience. No one but House
Peters could play the part. — W. C. Allen,
Casino theatre, Antwerp, N. Y. — Neigh-
borhood patronage.
The Great Redeemer, with a special
cast. — Get it and boost it, and watch them
come out to see it. — J. W. Baird, Crystal
GEORGE ARLISS, star and producer of that pleasing comedy, "The Ruling Pas-
sion," now being distributed through United Artists.
theatre, Pattonsburg, Mo. — Neighborhood
patronage.
Coincidence, with a special cast. —
Pleased about 50 per cent. Think it very
light, myself. Not up to Metro standard.
— Mrs. D. C. Turney, Miller theatre,
Bonesteel, S. D. — Neighborhood patron-
age.
The Mutiny of the Elsinore, with a spe-
cial cast. — This is the kind of picture that
takes. Patrons well pleased. Why not
have more like it? — J. A. Weisbeck, Lib-
eral theatre, Alden, N. Y. — Small town
patronage.
The Last Card, with May Allison. — A
good program picture. — P. G. Held,
Sterling theatre, Fairmont, Neb.— Neigh-
borhood patronage.
The Idle Rich, with Bert Lytell.—
Good patronage second half of the week.
— William Noble, Criterion theatre, Okla-
homa City, Okla. — General patronage.
Paramount
Fools' Paradise, a Cecil B. DeMille
production. — This is positively the best
picture DeMille ever made. Ranks with
any of the big ones ever produced. Very
fine story. Wonderful acting. Go after it
big. Played it a week and made big
money. — Frank C. Parker, Lyric theatre,
Stockton, Cal. — Neighborhood patronage.
Back Pay, a Cosmopolitan production.
— The weekly attendance on this picture
was good and it met with unanimous ap-
proval of patrons. — Samuel Harding,
Doric theatre, Kansas City, Mo.
CROOKED STREETS, with
Ethel Clayton. — A gripping Chinese
underworld picture which was or-
dered off by censor at 5:35 p. m.
Being unable to take it off cost me
$50 fine. Fight censorship! — C. A.
Ferry, Crown theatre, Pasadena,
Cal.
Fools' Paradise, a Cecil B. DeMille
production. — DeMille's biggest and best.
The exhibitor that does not clean up on
this picture ought to go back to the farm.
Book it and then boost it. — Minnie Eak-
ins, Royal theatre, Nowata, Okla. — Neigh-
borhood patronage.
Back Pay, a Cosmopolitan production.
— Excellent production. While not as
good as Just Around the Corner, the
picture is a meritorious one and should be
booked. Will please any house in any
city. — J. Carbonell. Monroe theatre, Key
West, Fla. — Neighborhood patronage.
Saturday Night, a Cecil B. DeMille pro-
duction.— Resolved: that a niche be pro-
cured in the hall of fame for the man
who invented, conceived and made pos-
sible national publication dates. Along-
side of him Barnum was a piker. This is
a good program picture, nothing to rave
about, far from DeMille's best, without
any star, just an average cast: and a
miserable box office disappointment.
The biggest mistake we made was to con-
sent to an increase in admission prices
demanded by the distributor. Audiences
were very much disappointed and while
there was no great kick on the increased
admission we were confronted with what
is even worse. They stayed away alto-
gether. If wc had known what we know
now Saturday Night would be what its
title indicates, a Saturday night picture,
meaning that instead of curtailing the en-
gagement from seven to five days we
would have limited it to one. Then every-
body would have been happy. — Fred S.
Meyer, Palace theatre, Hamilton, O.
The Little Minister, with Betty Comp-
son. — Great picture. It brings out the
high-brows. People came to it that had
not come for a year. Comments plenty. —
J. W. Raird, Crystal theatre, Pattons-
burg, Mo. — Neighborhood patronage.
Her Own Money, with Ethel Clayton.
April 8, 1922
EXHIBITORS HERALD
89
Little Napoleon, in his third Anchor comedy, "A Small Town Hero," Anchor
Film Distributors
— A good picture that will please all audi-
ences. Clayton is a big favorite here. —
J. Carbonell, Monroe theatre, Key West.
Fla. — Neighborhood patronage.
Saturday Night, a Cecil B. DeMille
production. — Excellent picture and pho-
tography. However, picture would have
gone over better I think under a different
title. Cecil B. DeMille's name gets them
in on this one. — H. B. Barr, Rialto thea-
tre, Enid. Okla. — General patronage.
Don't Tell Everything, with a special
cast. — Like The Affairs of Anatol, the
story is a little weak and it is not the
special it is cracked up to be. It the pic-
ture could have been run at a more rea-
sonable price everyone would have been
satisfied. — T. H. Smith, Princess theatre,
Colchester, 111. — Neighborhood patron-
age.
The Little Minister, with Betty Comp-
son. — Very good. People are still talking
about it. — Botsford Bros., Botstord thea-
tre, Sargent, Neb. — Small town patronage.
The Little Minister, with Betty Comp-
son. — Some said it was the cleanest pic-
ture they ever saw. Some said there was
nothing to it. Personally, I think it is
fine. It depends on the kind of patronage
you have. — Happy Hour theatre, Cresson,
Pa. — Small town patronage.
Fools' Paradise, a Cecil B. DeMille pro-
duction.— Excellent picture. A real box
office attraction which plaj'ed to capacity
houses throughout the week. — William
Noble, Capitol theatre, Oklahoma City,
Qkla. — General patronage.
Saturday Night, a Cecil B. DeMille pro-
duction.— A worthwhile attraction for any
house, particularly high class ones. A
picture that appeals and a story that has
something to it. Our people all liked it.
— Ben L. Morris. Olympic theatre, Bel-
laire, O. — General patronage.
The Red Peacock, with Pola Negri.—
Very good for the kind of a picture it is
supposed to be. but too much drama to
please much. People liking drama would
Say it is a great picture. — Frank C. Par-
ker. Lyric theatre, Stockton, Cal. — Neigh-
borhood patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — For some unknown cause
this picture gets them in. Seems like an
ordinary picture, nothing remarkable in
it, but a lady patron remarked, "How
that man can love!" Big business in bad
times for three days. — Ben L. Morris.
Temple theatre, Bellaire, O. — General
patronage.
Three Word Brand, with William S.
Hart. — Good. Pleased 90 per cent. Here
is where you get to see Bill twice. Jane
Novak plays in this picture, too. — Wap-
ato theatre, Wapato, Wash. — Neighbor-
hood patronage.
The Idol of the North, with Dorothy
Dalton. — All indications are that this pic-
ture pleased generally, although many
were disappointed in it. Dorothy Dalton
is far better in society pictures and our
patrons like her best in these. — Horn and
Morgan, Star theatre. Hay Springs, Neb.
— Small town patronage.
The Little Minister, with Betty Comp-
son. — A high class picture indeed. That
class of patronage that appreciates a real
picture will eat this one up. Those who
want only westerns will knock it to
pieces. However, play it for it will bring
out those who are not among the regu-
lars.— T. H. Smith. Princess theatre. Col-
chester, 111. — Neighborhood patronage.
The Affairs of Anatol, a Cecil B. De-
Mille production. — It was fine. Patrons
said. "Fine." But nine reels was too big
a show. Personally, I think it great. — J.
W. Baird. Crystal theatre, Pattonsburg,
Mo. — Neighborhood patronage.
Traveling On, with William S. Hart. —
Not as good as his previous ones, but
Hart's name always gets the money. This
is the only Western I played for a high
class patronage. Just a typical Hart, but
the story is very weak. — Frank C. Parker,
Lyric theatre, Stockton, Cal. — Neighbor-
hood patronage.
Miss Lulu Bett, with a special cast. —
Not one patron satisfied with this one. I
believe personally I have spoiled my pa-
trons, giving them too many big pictures
following each other. — H. B. Barr. Rialto
theatre, Enid, Okla. — General patronage.
The Little Minister, with Betty Comp-
son. — Step on it and it will bring them in.
They liked it so well that they came back
again the second night. Book it and
boost it. — Otto J. Petrich, Rex theatre,
Vale, Ore.
Footlights, with Elsie Ferguson. — Good
picture for high class patronage, the best
we have ever run of Elsie Ferguson. Star
and support did some mighty good act-
ing.— J. H. Talbert. Legion theatre, Nor-
wich. Kan. — Small town patronage.
Hawthorne of U. S. A., with Wallace
Reid. — None but good comments from
my patrons. I was not home, but many
have stopped me to tell how they appre-
ciated it. — Unique theatre, Bricelyn, Minn.
— Small town patronage.
The Little Minister, with Betty Comp-
son. — The fellow that said the Vitagraph
picture was better than this had never
seen this one. — Minnie Eakins, Royal
theatre. Nowata. Okla. — Neighborhood
patronage.
The Little Minister, with Betty Comp-
son. — Notwithstanding contradictory com-
ments, this is as fine a picture as we have
ever played, and it went over big. It
pleased a critical audience. — W. C. Allen,
Casino theatre. Antwerp, N. Y. — Neigh-
borhood patronage.
The Restless Sex, with Marion Davies.
— Marion Davies made good in this pro-
duction.— Giacoma Bros.. Crystal theatre,
Tombstone. Ariz. — General patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres.— All the good things that
all other exhibitors have said about this
picture in this department can't be im-
proved upon. Only this: If Rodolph ever
gets in a scandal every girl in this section
of the woods will be broken hearted. To
date he is their ideal. — T. H. Smith, Prin-
cess theatre, Colchester. 111. — Neighbor-
hood patronage.
The Lane That Had No Turning, with
Agnes Ayres.— Very good picture, and
star well liked. Patrons of any theatre
will enjoy this one. as it is out of the ordi-
nary for the general run of pictures. — H.
B. Barr. Rialto theatre, Enid, Okla. —
General patronage.
Cappy Ricks, with Thomas Meighan. —
Second night business bigger than first,
everyone complimenting us on the pic-
ture. Meighan always a boomer for box
office. Book it. — Harry E. Bruce. Circle
theatre, Kansas City, Mo. — Neighborhood
patronage.
Chickens, with Douglas MacLean. — A
good light comedy. This type of picture
is always pleasing. Patrons like this one.
— A. M. Barton. Carillon theatre, Ticon-
deroga, N. Y. — Neighborhood patronage.
The Affairs of Anatol, a Cecil B. De-
Mille production. — You couldn't get by
with more than three pictures of this type
a year and advertise them as superspe-
cials. However, this one will please about
90 per cent, due to the fact that it has a
real all-star cast. The story is too light
for what is expected from such an elab-
orate production. — T. H. Smith. Princess
theatre. Colchester, 111. — Neighborhood
patronage.
Blind Love, with Lucy Cotton. — No di-
rector, no star, no nothing, except some
"This is something different in the way of a story about the
desert. . . , with its unconventional ending, 'The Sheik's
Wife' has much to recommend it."
—New York Times on "The Sheik's Wife"
90
E XHIBITORS HERALD
April 8, 1922
CHARLES RAY in a scene from "Gas, Oil and Water," his forthcoming First
National attraction.
fairly good photography and settings. —
P. G. Vaughan, Royal theatre, Lee's Sum-
mit, Mo. — Neighborhood patronage.
The Grim Game, with Houdini. — A pic-
ture full of action. Pleased majority. —
P. G. Held, Sterling theatre, Fairmont,
Xeb. — Neighborhood patronage.
The Inside of the Cup, a Cosmopolitan
production. — Have just finished running
this, and think it one of the most satis-
factory pictures we have received to date.
The moral lesson is beautiful. Book this
one. You make no mistake. — Abraham
and Breining, Hackett theatre, Port Gib-
son, Miss. — Small town patronage.
Why Smith Left Home, with Bryant
Washburn. — Washburn pulls some pretty
good comedy and that is what my patrons
like. Had quite a few compliments on
this one. — Marion Wilson, Happy Hour
theatre, Chalmers, Ind. — Small town pat-
ronage.
Sand, with William S. Hart.— The best
Hart has made in two years or more.
Couldn't ask for a better picture and you
will not disappoint your patrons if you
boost this big. — J. G. Varnell, Princess
theatre. Piedmont, Ala. — Small town pat-
ronage.
John Petticoats, with William S. Hart.
— A good picture. Some Hart fans dis-
appointed because Bill did not shoot and
get his man. etc. It's tame and good;
not a Western. — Unique theatre, Bricc-
lyn, Minn. — Small town patronage.
Why Change Your Wife? a Cecil B.
DeMille production. — Picture fine. Book
it and then get them in. If it doesn't
please, lock your door and throw the key
away. Still talking about it. — J. W. Boat-
wright. Radio theatre, Ozark, Mo. —
Neighborhood patronage.
Forbidden Fruit, a (Ceil 1!. DeMille
production. — Wonderful picture, lavishly
produced. Patrons well pleased. Do not
be misled by the title. A good clean pic-
ture.— A. M. Barton. Carillon theatre,
Ticonderoga, N. Y. — Neighborhood pat-
ronage.
Sand, with W illiam S. Hart.— Hart al-
ways pleases here, but is not as good as
Mix to draw. However, they never knock
Bill here — Marion Wilson. Happ> Mom
theatre-. Chalmers, Ind. — Small town pat-
ronage.
In Mizzoura, with Robert Warwick. —
Just an ordinary program picture. Rob-
ert Warwick's pictures don't draw for
me. — P. G. Held. Sterling theatre, Fair-
mont, Neb. — Neighborhood patronage.
The Golem, with a special cast. — As
usual. Foreign pictures are no good. Our
American-made pictures are far superior.
— J. Carbonell, Monroe theatre. Key
West, Fla. — Neighborhood patronage.
The Conquest of Canaan, with Thomas
Meighan. — Very creditable picture that
pleased nearly everybody that saw it.
Good lesson taught. — J. H. Talbert, Le-
gion theatre, Norwich. Kan. — Small town
patronage.
Sand, with William S. Hart. — Picture a
little old. Personally, I thought it the
best Bill Hart I ever saw. Pleased most
all of them. Not that impossible stuff. —
J. W. Boatwright, Radio theatre. Ozark,
Mo. — Neighborhood patronage.
Sand, with William Hart. — Hart is a
a drawing card for us. This picture shows
lots of his horse, which helps. Good for
small town. — Johnson Bros., Johnsonian
theatre, Ripley, N. Y. — Small town pat-
ronage.
The False Road, with Enid Bennett. —
A splendid picture that will please any
audience. You make no mistake in play-
ing this picture. Advertising three and
one-sheets and newspaper. — Geo. Miller.
Liberty theatre. Montezuma, Ga. — Neigh-
borhood patronage.
Hawthorne of the U. S. A., with Wal-
lace Reid. — A good Reid picture, and one
that you can boost because Harrison
Ford. Theodore Roberts and Lila Lee are
in the cast. Plenty of pep and comedy
throughout that will hold attention all
the way. — T. H. Smith, Princess theatre.
Colchester, 111. — Neighborhood patronage.
A Fighting Chance, with Anna Q. Nils-
son and Conrad Nagel. — A good program
picture, appealing to the classes, but no
special as the producer advertises. Show
this at regular prices. — Charles W. Lewis,
I. O. O. F. Hall. Grand Gorge, N. Y.—
General patronage.
Chickens, with Douglas MacLean. —
Very good comedy picture. — C. A. Ferry,
Crown theatre, Pasadena, Cal. — Transient
patronage,
What's Yonr Husband Doing? with
Douglas MacLean and Doris May. —
< racke r *a ck comedy-drama. Will please
all. Rather old. but O. K. — P. G.
Vaughan. Royal theatre, Lee's Summit.
M issouri, — Neighborhood patronage.
Luck in Pawn, with Marguerite Clark.
— A nice little program picture that will
please almost everybody. — Geo. C. Star-
key, Opera House, Montour Falls, N. Y.
— Neighborhood patronage.
The City of Silent Men, with Thomas
Meighan. — Excellent picture. This is a
special in the full sense of the word. — C.
A. Ferry, Crown theatre, Pasadena, Cal.
— Transient patronage.
In Mizzoura, with Robert Warwick. —
A fair program picture with only average
drawing power. — Charles W. Lewis. I. O.
( ). F. Hall, Grand Gorge, N. Y. — General
patronage.
The Ghost in the Garret, with Dorothy
Gish. — Another very good comedy-drama
that will make more friends for you. —
Clarence W. Langacher. New Glarus the-
atre. New Glarus, Wis.
The Miracle Man, with a special cast. —
An excellent production that took very
well. The miracles worked were very im-
probable, but nevertheless it teaches a
wonderful lesson of faith. No one can
make a mistake in booking this. Adver-
tised heavy but did not make any money,
hut this was due to very poor roads. —
Lindrud and Guettinger, Cochrane thea-
tre, Cochrane, Wis. — Neighborhood pat-
ronage.
Pathe
One Hour Before Dawn, with H. B.
Warner. — A good detective story that
will keep the interest. No drawing power.
—Charles Lee Hyde. Grand theatre,
Pierre, S. D. — Small town patronage.
Forbidden Valley, with May McAvoy.
— This is a good picture. — Shelly and
Windbiel, Orpheum theatre, Amsterdam,
N. Y. — Transient patronage.
Felix O'Day, with H. B. Warner.— Pic-
ture fair, but did not draw, although
many have read the book in my town.
Lost money on it. — Otto J. Petrich, Rex
theatre, Vale, Ore.
The World Aflame, with Frank Keenan.
— Fair picture. — I. W. Schmidt, Grand
theatre, Bresse, 111. — General patronage.
Forbidden Valley, with May McAvoy.
— A good production that will please. —
Charles Lee Hyde. Grand theatre. Pierre.
S. D. — Small town patronage.
Behold the Man, with a special cast. —
A very good picture, but could not get
them out. The people do not care for re-
ligious pictures. Stay away from it,
boys. T lost money. — W. D. Patrick.
Cozy theatre, Florala. Ala. — Neighbor-
hood patronage.
R-C Pictures
Beyond the Rainbow, with a special
cast. — Good picture and business. — Wil-
liam Noble. Empruss theatre, Oklahoma
City, Okla. — General patronage.
SO LONG LETTY, with a spe-
cial cast. — The writer was in bed
with the flu when we played this
picture and from all reports we
have heard from those who saw it
we are inclined to believe that we
missed one darned good picture. —
T. H. Smith, Princess theatre, Gol-
chester. 111.
If Women Only Knew, with a special
cast. — The character portrayed by star is
one which will live long in the memory
of those who saw it. Picture pleased all.
— Clias. H. Cowlcs, Neptune theatre.
Port Austin, Mich. — Neighborhood pat-
ronage.
The Swamp, with Sessue Hayakawa. —
As usual, Sessue makes good. This one
is one of his best. People take to the Jap
very much, as he delivers the goods. — J.
Carbonell, Monroe theatre, Key West,
Fla. — Neighborhood patronage.
Seven Years Bad Luck, with Max Lin-
April 8. 1922
EXHIBITORS HERALD
91
der. Very good light comedy. Pleased
all— C. A. Ferry, Crown theatre, Pasa-
dena, Cal. — Transient patronage.
The White Dove, with a special cast..
-Wonderful picture." said patrons, and
so do L Two boobs laughed during
touching final scenes. Must be blind to
pathos.— Chas. H. Cowles, Neptune thea-
tre. Port Austin, Mich.— Neighborhood
patronage.
The Sting of the Lash, with Pauline
Frederick. — One of the good Frederick
subjects. Somewhat better than her pre-
vious one. More like this one are wel-
come.— J. Carbonell, Monroe theatre. Key
West, Fla. — Neighborhood patronage.
The Little 'Fraid Lady, with Mai-
Marsh. — Excellent little picture. Every-
body pleased. — C. A. Ferry. Crown thea-
tre. Pasadena, Cal. — Transient patronage.
Realart
The Game Chicken, with Bebe Daniefs.
— We had a minstrel show in our town
same night, but did good business. The
minstrel show had a few Negro patrons,
but we had all the white people. — G. W.
Miller, Liberty theatre, Montezuma, Ga.
— Neighborhood patronage.
Tillie, with Mary Miles M inter. — A fair
offering, but does not measure up to the
expectations of picture patrons who are
looking for real entertainment. Mary
Miles Minter is sincere in her portrayal
of the little Mennonite girl, as are the
balance of the cast, including Beery, who
certainly put over the rough old Men-
nonite father. Business poor two nights.
— W. H. Brenner, Cozy theatre, Win-
chester, Ind.
Room and Board, with Constance Bin-
ney. — The first under the 1922 contract
and. as we expected, lived up to former
Realart standards. Very few Realart pic-
tures do not fill the bill and satisfy our
patrons practically 100 per cent. — Horn
and Morgan, Star theatre. Hay Springs,
Neb. — Small town patronage.
A Heart to Let, with Justine Johnston.
. — Fair picture. With but few exceptions,
we find Realart pictures fair entertain-
ment. We suppose the production man-
ager intends these pictures to be used
with double feature programs. Isn't it
too bad?— Crosby Bros., Lily theatre,
Buffalo, N. Y. — Neighborhood patronage.
A Heart to Let, with Justine Johnston.
— A very sweet simple story. Good pro-
gram picture. Amusing comedy all
through. — J. G. Varnell, Princess theatre.
Piedmont, Ala. — Small town patronage.
All Soul's Eve, with Mary Miles Min-
ter.— Good picture and did a good busi-
ness.— C. A. Ferry, Crown theatre, Pasa-
dena, Cal. — Transient patronage.
The Little Clown, with Mary Miles
Minter. — They don't make pictures which
will please better than this one. A "real"
Realart. — Unique theatre, Bricelyn, Minn.
— Small town patronage.
Moonlight and Honeysuckle, with Mary
Miles Minter. — Someone said this was not
good. I suppose they were thinking of
something else. You won't be disap-
pointed in this one. It's good. — J. G. Var-
nell. Princess theatre, Piedmont, Ala. —
Small town patronage.
Selznick
Conceit, with a special cast. — Extra fine
picture. Scenery beautiful. — B. J. Bur-
ford, Princess theatre, Doniphan, Mo. —
Neighborhood patronage.
Shadows of the Sea, with Conway
Tearle. — One of the star's best. Pleased
well. — R. Navary, Liberty theatre. Ver-
ona. Pa. — Neighborhood patronage.
Pleasure Seekers, with Elaine Ham-
merstein. - — Excellent picture. Some
talked about this picture for weeks after
playing it. — C. A. Ferry, Crown theatre,
Pasadena, Cal. — Transient patronage.
Whispers, with Elaine Hammerstein. —
Not up to her usual programs. Pleasure
Seekers has Whispers beaten a mile. — W.
T. Biggs, Unique theatre, Anita, la. — '
Neighborhood patronage.
Up the Road with Sally, with Constance
Talmadge. — Ran Mama's Affair previous
to this, and it is not in it with this reissue.
Pleased all and no one seemed to notice
we had it five years ago. — Ben L. Mor-
ris, Olympic theatre, Bellaire, O. — Gen-
eral patronage.
A Pair of Silk Stockings, with Con-
stance Talmadge. — Reissue that drew a
crowd. It pleased them, too. — Charles
Lie Hyde, Grand theatre, Pierre, S. D. —
Small town patronage.
The Moth, with Norma Talmadge. —
Good picture, but it is too old to be much
of a drawing card. I find reissue pictures
do not draw — P. G. Held, Sterling thea-
tre. Fairmont, Neb. — Neighborhood pat-
ronage.
Universal
Headin' West, with Hoot Gibson. —
Splendid western picture. Exciting, funny
and interesting. Will certainly please all
lovers of western plays. — J. G. Varnell,
Princess theatre, Piedmont, Ala. — Small
town patronage.
The Scrapper, with Herbert Rawlinson.
— A real comedy-drama. Clever acting,
with good story and subtitles. — P. G. Es-
tee. Fad theatre, Brookings, S. D. —
Neighborhood patronage.
Headin' West, with Hoot Gibson. —
This is a real western picture and the
kind that goes immense. If Universal can
keep Hoot out of the Carey-Hart type of
"special production" he is going to be an
immense asset to the program houses.
He brings the crowds. And they rave
about him. — Ben L. Morris, Olympic the-
atre, Bellaire, O. — General patronage.
THE WISE KID, with Gladys
Walton. — A comedy-drama that
stands out above the average like
one of the 1922 dollars out of a
heap of tarnished coins. Good
story, star and titles. — P. G. Estee,
Fad theatre, Brookings, S. D.
Playing With Fire, with Gladys Wal-
ton.— The best WTalton yet. and that is
saying something. As good a piece of
acting as I ever saw. Another one that
should go in the Jewel class. Give her
bigger stories and I, for one, will pay the
price. — A. Battiston, Lyric theatre, Yu-
kon, Pa. — Small town patronage.
Headin' West, with Hoot Gibson. —
From the first flicker to the fade-out I
have never seen an audience eat up a
Western picture like they did this one.
The kids hollered and shouted. The
grownups applauded. Is Hoot popular?
H 1, yes! This is no machine-made
picture. It is a special, believe me. And
when vou plav it advertise it as such. —
F. W. Horrigan, McDonald theatre, Phil-
ipsburg, Mont. — Mining camp patronage.
"Impresses us as a film
well out of the ordinary
and one which should es-
pecially appeal to the bet-
ter class of theatregoers.
"All [there was in 'Kis-
met' and then some is to
be found in 'The Sheik's
Wife.' A feature is some
of the finest photography
ever revealed. A hundred
long shots are marvels in
what the camera has caught
with cameolike detail.
"The acting in all the
principal roles is first class,
and meets every American
requirement.
" 'The Sheik's Wife' is
a picture that could not
have been produced in
America, if at all, for a
fabulous sum.
"The plot is exceptional,
but it is typical and furnishes
some excellent action
scenes." - — Motion Picture
News on "The Sheik's Wife."
92
EXHIBITORS HERALD
April 8, 1922
The Golden Gallows, with Miss du-
Pont. — Good as society drama, but our,
people do not care for star, nor do we.
Universal might try giving her stories
where she does not have to strain for
emotional effect. — P. G. Estee, Fad thea-
tre, Brookings, S. D. — Neighborhood
patronage.
The Fire Eater, with Hoot Gibson. —
One of the best Westerns ever played in
my house. I'll bet a dollar to a doughnut
that it will please any audience. A min-
ister stopped and told me what a good
picture it was. The very best people in
town, including the fairer sex, told me
how much they enjoyed it and requested
that I be sure and 'phone them whenever
Hoot came back again. If you can't make
money on this western, cut them out en-
tirely.— G. K. Hanks, Pastime theatre,
Manning, S. C- — Small town patronage.
Conflict, with Priscilla Dean. — Played
two days to poor business, but the picture
is great and you can't go wrong on this
one. — Lewis and Brisco, Princess thea-
tre, Elwood, Ind. — General patronage.
The Unknown Wife, with Edith Rob-
erts.— Had I only known what this pic-
ture really was I would have bought a
load of advertising and let everyone know
what a treat they had coming. I have
paid lots of money for so-called specials
that were inferior to this one. Miss Rob-
erts deserves special mention. Her work
was perfect, or so said lots of my guests.
She is beautiful and unaffected, which, to
me, spells everything in an actress. Her
support was fine. Give us some more. —
Mrs. W. H. Heifer, Itasca theatre, Alice,
Tex. — Small town patronage.
The Rage of Paris, with Miss duPont.
— She won't tell her name, but I know.
It is Lizzie, for she certainly is a flivver.
Took five reels to introduce a sand storm
and a double murder. If first husband
don't suit he has to get killed so she can
get another. This picture is a joke. — R.
Ross Rilay, Wigwam theatre, Oberlin,
Kan. — General patronage.
The Shark Master, with Frank Mayo.
— A fairly good picture with wonderful
backgrounds, rugged coast scenery, and
well acted. It might have ended differ-
ently and told the same story, but it did
satisfy just the same. — W. C. Allen,
Casino theatre, Antwerp, N. Y. — Neigh-
borhood patronage.
The Big Adventure, with Breezy Ea-
son. — My patrons like this one fine. I
ran it alone, but should have had one reel
of something else, as it was a little short.
— W. H. Goodroad, Strand theatre, War-
ren, Minn. — Neighborhood patronage.
Society Secrets, with Eva Novak. — All
society folks should see this. — G. W. Mil-
ler, Liberty theatre, Montezuma, Ga. —
Neighborhood patronage.
Outside the Law, with Priscilla Dean.
— Our first picture with Miss Dean. We
have booked Conflict and Reputation, be-
cause in Outside the Law she made a de-
cided hit with us and our patrons. A
picture that will go good any place. — T.
H. Smith, Princess theatre, Colchester,
111. — Neighborhood patronage.
The Rage of Paris, with Miss duPont.
— This caused me lots of comments, fa-
vorable, and made me good, honest coin.
It is clean and good. About the actress,
Miss duPont, to me she greatly favors
the renowned beauty, Katherine Mac-
Donald, if I may be allowed to say so,
and many of my patrons said the same
thing. Anyhow, she is good, and Jack
Perrin did his part well and has the good
looks to carry him over. — Mrs. W. H.
Heifer, Itasca theatre, Alice, Tex. — Small
town patronage.
The Wallop, with Harry Carey. — This
picture proved to be very satisfactory
with my patrons. Not as good as some
of his pictures. Everybody seemed to
enjoy it. — Marion Wilson, Happy Hour
theatre, Chalmers, Ind. — Small town pat-
ronage.
Opened Shutters, with Edith Roberts.
—A good, clean picture with some beau-
tiful scenery, and it took well. — W. C.
Allen. Casino theatre, Antwerp, N. Y. —
Neighborhood patronage.
The Big Adventure, with Breezy Ea-
son. — Good. Boost it, for your patrons
will be more than pleased. — R. O. Baker,
Baker theatre. McCune, Kan. — ■ Small
town patronage.
Action, with Hoot Gibson. — Good,
clean picture full of action. Lots of
thrills. It's worth showing. — W. H.
(ioodroad, Strand theatre, Warren, Minn.
— Neighborhood patronage.
The Blazing Trail, with Frank Mayo.
• — Just a fair program picture, and not
one of Mayo's best. We like him better
in Northern scenes. — Marion Wilson,
Happy Hour theatre, Chalmers, Ind. —
Small town patronage.
False Kisses, with Miss duPont. — A
fine play. Will satisfy your patrons. The
only fault in this play is the title. Not
a good drawing title. — Wapato theatre,
Wapato, Wash. — Neighborhood patron-
age.
The Rowdy, with Gladys Walton. —
This was a good picture and pleased. —
Charles Lee Hyde, Grand theatre, Pierre,
S. D. — Small town patronage.
Wolves of the North, with Eva Novak.
— Very fine northern play. Pleased all
that saw it. — J. W. Seibrand, New Grand
theatre, Northwood, N. D. — Neighbor-
hood patronage.
Once to Every Woman, with Dorothy
Phillips. — Good picture to two days' fair
business. Do not consider this as good
as No Woman Knows. — H. G. Stett-
mund, Jr., Odeon theatre, Chandler,
Okla. — General patronage.
Luring Lips, with Edith Roberts. —
This picture pleased as a program pic-
ture and satisfied. Nothing special about
it, but Universal does not claim it is a
special, either. Will get by the average
audience. — Horn & Morgan, Star theatre,
Hay Springs, Neb. — Small town patron-
age.
The Virgin of Stamboul, with Priscilla
Dean. — Picture that pleased small crowd
for two days. Business poor on account
of big revival meeting just around the
corner— H. G. Stettmund, Jr., Odeon
theatre. Chandler, Okla. — General patron-
age.
The Beautiful Gambler, with Grace
Darmond. — Good program picture. Will
please most of them. — J. W. Boatwright,
Radio theatre, Ozark, Mo. — Neighbor-
hood patronage.
The Heart of Humanity, with Doro-
thy Phillips.— A splendid production.
Old, but will satisfy 100 per cent. Played
here twice. — G. K. Hanks, Pastime thea-
tre, Manning, S. C. — Small town patron-
age.
The Man Trackers, with a special cast.
—This is great Northern picture. Book
it. Will please any audience 100 per cent.
— Slater and Anderson. Empress theatre,
Grundy Center, la. — Neighborhood pat-
ronage.
The Virgin of Stamboul. with Priscilla
Dean. — Perfectly wonderful production.
Boost this to the limit and you will not
have a kick from any one, I am sure. — J.
G. Varnell, princess theatre. Piedmont,
Ala. — Small town patronage.
The Kiss, with Carmel Myers. — Good
picture, but not the kind we like. Myers
good and well liked here, but the kind of
pictures they have her in do not suit my
patrons. — J. W. Boatwright, Radio thea-
tre, Ozark, Mo. — Neighborhood patron-
age.
Red Courage, with Hoot Gibson. — Gib-
son is next to Carey in western stuff, and
Carey is first. Hoot is just like a big kid
and they can't help liking him. — R. Ross
Riley, Wigwam theatre, Oberlin, Kan. —
General patronage.
Rich Girl, Poor Girl, with Gladys Wal-
ton.— Very good picture. Pleased our
patrons. Walton is a good star for us.—
Slater & Anderson, Empress theatre,
Grundy Center, la. — Neighborhood pat-
ronage.
The Virgin of Stamboul, with Priscilla
Dean. — I saw The Sheik some three
weeks ago and it is my opinion that The
Virgin of Stamboul is a much better pic-
April 8. 1922
EXHIBITORS HERALD
93
ture. I say this, even in the face of the
fact that only 57 adults and 17 children
came to see the picture. I believe it is
about time I closed this theatre. — J. J
Kudlacek, Swan theatre, Swanton, Neb.
— Neighborhood patronage.
Vitagraph
Closed Doors, with Alice Calhoun. — A
good picture that was well received. — H.
G. Stettmund, Jr., Odeon theatre, Chan-
dler, Okla. — General patronage.
The Purple Cipher, with Earle Will-
iams.— An excellent offering that holds
attention of audience. — J. W. Bascom,
Pastime theatre, Sisson, Cal. — Home pat-
ronage.
Moral Fibre, with Corinne Griffith. — A
very satisfactory picture, and Corinne
Griffith does her part up to expectations.
Balance of cast good. Catherine Calvert
carries her part through in an excellent
way. Business average to poor two days.
— W. H. Brenner, Cozy theatre, Winches-
ter, Ind.
The Little Minister, with Alice Cal-
houn.— I personally would not call this a
special by any means. If your people
like Scotch stories it will please majority.
Did not draw for me. — P. G. Vaughan,
Royal theatre, Lee's Summit, Mo. —
Neighborhood patronage.
The Heart of Maryland, with Catherine
Calvert. — Great. Pleased all. Fifty per
cent claimed it the best picture they had
ever seen, 25 per cent said it was the
best they had seen in years, and the bal-
ance compared it favorably with The
Birth of a Nation. Miss Calvert has won
a home here. — G. K. Hanks, Pastime the-
atre, Manning, S. C. — Small town pat-
ronage.
Where Men Are Men, with William
Duncan. — Now, this one is all right. Good
and clean. Nothing in it to make folks
want to change the subject. Duncan
good all the way through. I am of the
opinion that Edith Johnson should share
this star's hgnors. She is fine. Did
good business in face of American Le-
gion stunt that they were giving. — Mrs.
• W. H. Heifer, Itasca theatre, Alice, Tex.
— Small town patronage.
The Prey, with Alice Joyce. — Pretty
good picture. Normal business. — C. A.
Ferry, Crown theatre, Pasadena, Cal. —
Transient patronage.
The Scarab Ring, with Alice Joyce. —
An average production that could be im-
proved a little. — Charles Lee Hyde,
Grand Theatre, Pierre, S. D. — Small town
patronage.
The Inner Chamber, with Alice Joyce.
— Th»s ;s one of Alice Joyce's best. —
Shelly & Windbiel, Orpheum theatre,
Amsterdam, N. Y. — Transient patronage.
God's Country and the Woman, with
Nell Shipman. — One of the best Cur-
woods. We packed them in and pleased
every patron. Give us more like it. —
M. L. Steinberg. Dreamland theatre, Nor-
ris, Okla. — Small town patronage.
Scene from "The Man With Two Mothers"
(Goldwyn)
Wid Gunning, Inc.
The Girl from God's Country, with Nell
Shipman. — Fine picture and good busi-
ness.— T. G. Thompson Grand theatre,
Rochester, N. Y. — General patronage.
The Old Oaken Bucket, with a special
cast. — Not "O Skinnay!" but Oh, Brother
Exhibitor; it's a daisy and all your old
patrons will tell you so. — Eugene Saun-
ders, Saunders theatre. Harvard, 111. —
General patronage.
State Rights
God's Country and the Law (Arrow),
with Gladys Leslie. — Picture pleased all
my patrons. Received many favorable
comments. Give us more. The animals
were great. — Otto J. Petrich, Rex theatre.
Vale, Ore.
Western Firebrands (Aywon), with
Pig Boy Williams. — Exceptional. Second
of the series I have run. People satisfied.
Star good. — Gus Zillman, Booth theatre,
Bronx, N. Y.— Transient patronage.
The Winding Trail (Kremer), with a
special cast. — A good western. Pleased
the majority of people. Audiences that
like westerns it will please. — J. F. Spang-
ler. Globe theatre, Beaver, Okla. — Gen-
eral patronage.
The Vengeance Trail (Aywon), with
Big Boy Williams. — Sure fire, clean cut
western. Extra good business account
star is a Texas boy. — M. J. Rachosky,
manager, Palace theatre, Dallas, Tex. —
Small town patronage.
Beyond the Cross Roads (Pioneer),
with a special cast. — Good picture. Fine
photography. Fair business. — Lewis W.
Brisco, Princess theatre, Elwood, Ind. —
General patronage.
Shadows of the West (National), with
Hedda Nova. — Just an average western.
Nothing new or especially entertaining.
— J. C. McKee, Electric theatre, Bolivar,
Mo. — Neighborhood patronage.
Wise Husbands (Pioneer), with Gail
Kane. — Nothing to rave about. — J. L.
Rappeport, Lovejoy theatre, Buffalo,
N. Y. — Neighborhood patronage.
Out of the Dust (McCarthy), with a
special cast. — A good picture, but not as
big as advertised.- — C. M. Hartman, Lib-
erty theatre, Carnegie, Okla. — Neighbor-
hood patronage.
The Stampede (Kremer), with Texas
Guinan. — This is the best picture this
star has been in, and it was a surprise.
— J. L. Rappepoer, Lovejoy theatre, Buf-
falo, N. Y. — Neighborhood patronage.
Welcome Children ( National), with a
special cast. — Just an ordinary picture,
audience thought. — Giacoma Bros., Crys-
tal theatre, Tombstone, Ariz. — General
patronage.
The Call from the Wild (Pacific), with
Frankie Lee. — Not bad, but not good,
either. A weak program picture. —
Charles Lee Hyde, Grand theatre, Pierre,
S. D. — Small town patronage.
Fidelity (Aywon), with a special cast.
— A very big picture with sex appeal.
Picture in class of I Accuse. Drew big
money two days. — Louie Heiman, Em-
pire theatre, Railway, N. J. — Neighbor-
hood patronage.
Crossing Trails (Associated Photo-
plays), with a special cast. — Fair West-
ern, with a few impossibilities. For in-
stance, hero throws villain off high cliff
and villain, after rolling over, gets up
and walks away. Why is it the state
right field has so many pictures and so
few worth while productions? — Crosby
Brothers, Lily theatre, Buffalo, N. Y. —
Neighborhood patronage.
Headin' Home (K-B), with Babe Ruth.
— I consider this one of the season's best
offerings. 100 per cent entertainment. The
best of subtitles, every one a laugh.
Small town exhibitors book it; you won't
be sorry. 15 r.nd 30 cents. — J. W. Bascom,
Pastime theatre, Sisson, Cal. — Home pat-
ronage.
Hearts of the World (D. W. G.), a D.
W. Griffith production. — Repeater. Did
not draw well. People tired of stories
founded on late war. — Giacoma Bros.,
Crystal theatre, Tombstone, Ariz. — Gen-
eral patronage.
Oh! Mary Be Careful (Pioneer) with
Madge Kennedy. — A fair picture with
nothing to brag about. — Shelly and Wind-
biel, Orpheum theatre, Amsterdam, N. Y.
— Transient patronage.
Silk Husbands and Calico Wives
(Equity), with House Peters. — Excellent
picture. Fine business with this produc-
tion.— William Noble, Criterion theatre,
Oklahoma City, Okla. — General patron-
age.
"A foreign picture that takes rank with the best that have been imported into this
country, from the standpoint of excellence of production, photography, faithfulness to
detail and action, while the continuity is rather an improvement on many that have been
shown here. It is really an excellent piece of work, certainly the best French film that
has been shown here. The true atmosphere of the Levant, which so many film makers
have sought to transfer to the screen, is presented in a manner that has the unmistakable
mark of fidelity to fact."— New York Mail on "The Sheik's Wife."
94
EXHIBITORS HERALD
April 8, 1922
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Join in This Co-operative Service
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Fill in this blank now and send
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Title
Star
Producer
Remarks
Title
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
Serials
Winners of The West (Universal), with
Art Acord. — Just completed this serial.
Pleased the serial fans and drew people
in that are not regular patrons. Have
booked With Stanley in Africa and Rob-
inson Crusoe on strength of this serial. —
H. G. Stettmund, Jr., Odeon theatre,
Chandler, Okla.
White Eagle (Pathe), with Ruth Ro-
land.— Good. Is pleasing. Good busi-
ness. Ruth is a great drawing card here.
— Lewis and Brisco, Princess theatre,
Elwood, Ind. — General patronage.
WINNERS OF THE WEST
(Universal), with Art Acord. —
Good. Gave potato matinee Sat-
urday morning and took a flash-
light picture. Smoke came out of
the windows. Someone called the
Fire Department. This and the
crowd gave us a big lot of pub-
licity.— Lewis and Brisco, Princess
theatre, Elwood, Ind.
With Stanley in Africa (Universal),
with George Walsh. — First two numbers
are slow. Not up to Universal standard.
Universal is catering too much to the
high brows who do not patronize pic-
tures. Getting them a little too tame.
Walsh is best as a stunt actor and should
have something to do. — Ben. L. Morris,
Olympic theatre, Bellaire, O. — General
patronage.
Ruth of the Rockies (Pathe), with Ruth
Roland. — Very good. Ruth Roland is
liked in the small towns. I used Pathe
Review, Aesops Fables and Lloyd re-
issues. The above makes a well bal-
anced show. — G. C. Craig, Pastime the-
atre, Marmaduke, Ark. — Neighborhood
patronage.
The Mysterious Pearl (Photoplay Serials
Corp.), with a special cast. — Played four
episodes. Business and serial good. — T.
G. Thompson, Grand theatre, Rochester,
N. Y. — General patronage.
Do Or Die (Universal), with Eddie
Polo. — Sure is the bunk. Universal
should pay a man for running this. Ain't
Eddie's fault. Eddie did better when he
took the Shrine at Orange, Cal. He is
a good talker. — C. A. Ferry, Crown the-
atre, Pasadena, Cal. — Transient patron-
age.
The Purple Rider (Vitagraph), with
Joe Ryan. — Going over nicely. Tenth
episode and the biggest night so far. —
Charles Lee Hyde, Grand theatre, Pierre,
S. D. — Small town patronage.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — By all means
see this serial before you book it. We
did not and it cost us $150 and it is
keeping a lot of people out of our house
on the night we show it. We asked for
comments. Here are some of them:
"Elmo Lincoln has no personality." "The
bull ape is a joke." "Entire cast ama-
teurs." "Animals poorly trained."
"Story as portrayed not realistic." We
have been told that some theatres are
making money on this serial, but I would
advise you to see it before you book it. —
Crosby Brothers, Lily theatre, Buffalo.
N. Y. — Neighborhood patronage.
Short Subjects
The Boat (F-N), with Buster Keaton.
— An excellent comedy. The launching
of the "Damfino" is one of the funniest
scenes ever shot. Not a draggy spot in
the whole show. — E. L. Franck, Oasis
theatre, Ajo, Ariz. — Neighborhood pat-
ronage.
Be Reasonable (F. N.), a Mack Sennett
comedy. — One of the best two-reelers that
Sennett has made in a long while. It's as
nutty as The Nut, the feature picture on
this program, and was heartily enjoyed
by all. Get this one, if you never play
another Sennett. — Fred S. Meyer, Palace
theatre, Hamilton, O.
Fool Days (Fox), with Al St. John.—
Al is the goods in this one. In fact we
have had no poor ones in which he was
featured. — P. F. Estee, Fad theatre,
Brookings, S. D. — Neighborhood patron-
age.
The Scarecrow (Metro), with Buster
Keaton. — You just got to hand it to
Buster for good clever comedy work, and
he's serious about it too. Some said it
was the best comedy they ever saw. —
W. C. Allen, Casino theatre, Antwerp,
N. Y. — Neighborhood patronage.
Little But Oh My (Pathe) with Ernest
Truex. — Play this up with your schools.
It's a football comedy that brings every
athlete in town into your theatre if
you'll go after them. Pleasing offering.
— Fred S. Meyer, Palace theatre, Ham-
ilton, O.
The Mysterious Stranger (Vitagraph),
with Jimmie Aubrey. — This and some
five or six more of his comedies we have
run are good average stuff. — H. G. Stett-
mund, Jr., Odeon theatre, Chandler, Okla.
— General patronage.
The Goat (Pathe), with Harold Lloyd.
— These single reel re-issues are good. —
Botsford Bros., Botsford theatre, Sargen},
Neb. — Small town patronage.
A Happy Pest (Fox), with Al St. John.
— A splendid two reel comedy with that
good old fashioned action. — W. E. Elkin.
Temple theatre, Aberdeen, Miss. —
Neighborhood patronage.
Rolling Stones (Educational), with a
special cast. — This is a better comedy
than many of the Lloyds, Semons, Keat-
ons, et al. It kept the house in an up-
roar. Lots of new stuff and nothing
offensive. It has reason for its foolish-
ness. Good on any program. — Ben. L.
Morris, Temple theatre, Bellaire, O. —
General patronage.
The Rent Collector (Vitagraph), with
Larry Semon. — Also ran A Guilty Con-
science. Featured the comedy and did
good business. Title lends itself to easy
exploitation. Program gave satisfaction.
— H. G. Stettmund, Jr., Odeon theatre.
Chandler, Okla. — General patronage.
The Policeman and the Baby (Educa-
tional), with a special cast. — A welcome
added attraction to any program. Makes
line short subject to be used with feature
comedy. Wallace Beery does some
mighty fine acting and rest of cast are up
to standard. — W. H. Brenner, Cozy the-
atre, Winchester, Ind.
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April 8, 1922
EXHIBITORS HER
ALD
95
i
With the Procession in Los Angeles
By Harry Hammond Beall
MAX GRAF, who is promoting motion
pictures in San Francisco — or, more
to the point, promoting San Francisco for
picture producing, has been a visitor of the
week. He closed a deal whereby Milton
Sills becomes a star under his management.
The production will be made in San Fran-
cisco, or Oakland, and will be launched
shortly. Sills goes north immediately fol-
lowing his present engagement.
* * *
Among the film celebrities seen at this
week's opening of the Ambassador's new
Preview theatre were Sessue Hayakawa,
Mr. and Mrs. Carter de Haven, Mr. and
Mrs. King Vidor, Claire Windsor, Edith
Roberts, Tsuru Aoki, Conrad Nagel, Theo-
dore Kosloff, Marie Prevost, and many
others.
Mr. and Mrs. Carter de Haven appeared
in the comedy film and Mr. and Mrs.
Sessue Hayakawa in the feature film. Im-
mediately after the showing of these pic-
tures the audience filled out the opinion
cards given them by the management, on
which they were asked to give a frank opin-
ion of the picture from every point of view,
from photography to the acting of the
star, and on which two lines remain for
remarks. On every preview night these
cards will be filled out and turned over to
the producers on the following day.
* * »
Hal E. Roach has signed Sam Taylor on
a long term contract to continue as scenario
.writer for Harold Lloyd. Mr. Taylor is to
collaborate on the scripts for the entire
output of six comedies which Lloyd will
make under his new contract with Pathe.
R. S. Cole is on his way east.
* * *
At last it has been decided who shall
direct Mary Pickford in her next picture,
"Tess of the Storm Country." This direc-
tor is John G. Robertson, who has been
loaned by Famous Players-Lasky to Miss
Pickford.
* * *
Harry "Snub" Pollard, comedy star of
the Hal E. Roach studios, was married
quietly Tuesday night to Mrs. Elizabeth
Bowen, a member of an old Lexington, Ky.,
family.
* * *
Linton Wells, of the Sennett press de-
partment, became a proud papa the other
day and announced his intention of edu-
cating his daughter to be a lady press agent.
Friends suggested to Mrs. Wells that the
baby be dressed in nice warm clothes of
heavy weight carbon paper, be fed almost
exclusively on mush, be given a blue pencil
to cut her teeth on and be given a daily
bath in printer's ink, thus insuring future
success in an ancient and honorable pro-
fession.
* * *
Financed largely by a group of his for-
mer associates on the Mack Sennett "lot,"
"Billy" Armstrong, one of the best known
comedians of the screen world, is being
starred by the Reageur Productions, Inc.,
a new producing concern, composed of
practical motion picture men.
* * *
Suit for $11,345 has been instituted by
Gaston Glass against the Pacific Electric
Railroad, in California, alleging permanent
injuries when a street car hit his motor
car.
* * *
_ William Lord Wright has rejoined the
Universal scenario force and will col-
laborate with Arthur Statter in supervising
serial and short reel feature production.
Wright left Universal City to catch up with
his spring planting on his Fullerton ranch
and returns in time to watch the flying
finish mapped out for "In the Days of
Buffalo Bill," and "The Adventures of
Robinson Crusoe." He and Statter, both
former newspapermen, are responsible for
the success of Universal's big historical
serials.
* * *
Robert B. McIntyre, Goldwyn casting
director, has returned to the Goldwyn
studio from New York, where he spent six
weeks interviewing men and women who
would like to work in motion pictures. He
saw all of the plays and made notes on the
actors in them.
* * *
Mary C. Morgan, who has been asso-
ciated with J. L. Frothingham at his
United Studios offices for over a year, has
been appointed publicity directress of the
organization.
* * *
In anticipation of his early return from
the East to commence work on his next
production for Associated First National,
Richard Walton Tully is maintaining his
office and production feces at United
Studios. Philip V. Kroha is Mr. Tully's
general representative, George Landy is in
charge of publicity and Miss Joan Black-
more is taking care of the office detail.
Rupert Hughes Personally
Directs Filming of Story
Rupert Hughes' new Goldwyn photo-
play, "The Bitterness of Sweets," is a
story of Italian-Americans, instead of the
Irish-Americans that he has depicted so
frequently in the past. The author has
assumed the directorial reins in the mak-
ing of his own picture.
Colleen Moore is playing the role of an
Italian dancer with a craving for sweets,
which tend to make her too fat for the
dancing art. Antonio Moreno has been
signed by Goldwyn to play opposite Miss
Moore in this comedy-drama.
CHARLES CHAPLIN and Mack Swain
in a scene from "Pay Day" Chaplin's
latest two reel First National comedy.
Forecasts Film Will
Hike Lenten Receipts
Metro Announces Heightened
Interest in Murray's
"Fascination"
Mae Murray's next production for
Metro, "Fascination," in which she is
presented by Robert Z. Leonard, was
published March 27.
The distributing company reports a
wide interest in the picture, declaring that
exhibitors arc of the opinion that the
production will assist in counteracting
the Lenten depression.
Receives Numerous Letters
This fact was revealed to the home
offices of Metro through numerous let-
ters and telegrams from motion picture
showmen written either direct to New
York, or to the exchanges nearest them.
The success of Miss Murray's appear-
ance in "Peacock Alley" is responsible
for these requests, it is said.
Picture not Rushed
Metro states that many theatres sought
pre-release dates for "Fascination." These
were refused in view of the fact that
M. H. Hoffman, vice president and gen-
eral manager of Tiffany Productions, had
previously asserted that to rush comple-
tion of the new photoplay would be to
risk impairing its quality.
"The photography is uniformly splendid,
even in the half lights and the atmosphere,
while lengthy, is more veracious than that
of The Sheik, the tents smacking less of a
corner in the charity bazaar." —
New York Herald on "The Sheik's Wife."
96
EXHIBITORS HERALD
April 8, 1922
7 he COMMODORE Chicago
This beautiful playliousc representing an investment of
$250,000 is Chicago's newest neighborhood theatre,
owned by C. V. Scaver and Louis Zahler. The photo-
graph below shows the lobby on the opening night. To
the left are views of the foyer and auditorium. The
Commodore seats 1,200
The GARDEN Ttavenport
First National attractions have a nezv and fine home at
Davenport, la., in the Garden theatre, most recent
project of the A. H. Blank Enterprises, sub-franchise
holders. The seating capacity of the Garden is Soo.
Its beauty and costliness arc zvell depicted in the ac-
companying views.
THEATRE EQUIPMENT
Equipment
Progress
Manufacturers and other
firms who have equipment and
other features to sell to the
theatreman have expended
money in the preparation of
catalogs and other forms of
literature describing their
product in all its phases and
uses. This literature is avail-
able to the exhibitor for the
mere asking and does not in-
volve any obligation or ex-
pense beyond that of a postage
stamp.
A study of the advertise-
ment on various features of
equipment will reveal the in-
vitation to write for a descrip-
tive booklet or other informa-
tion. As the. exhibitor shops
for his picture so can he simi-
larly shop for equipment going
into his theatre by gathering
complete information on fea-
tures of equipment in which he
is interested. The companies
who show a willingness to
come half way in presenting
the merits of their product are
worthy of his consideration.
Catalogs and literature on
any forms of equipment, from
a wide field, may also be had
by writing direct to the Equip-
ment Department of Exhibi-
tors Herald. This department
is also in a position to co-op-
erate with the exhibitor in
obtaining for him any special
information affecting his thea-
tre, along equipment, technical
or semi-technical lines.
Complete literature and in-
formation on items of equip-
ment is a thing every exhibi-
tor should acquire and keep
on hand for the time when he
may find it of value for refer-
ence and other purposes.
Claim New Type Refillable Fuse
Specially Suited for Theatres
Cote Manufacturing Officials Point to Time Saving
and Low Cost Features— Installations Being
Made in Numerous Playhouses
Something comparatively new in the
way of theatre equipment, and a thing
that will undoubtedly be of interest to ex-
hibitors is a renewable fuse, the product
of Cote Bros. Manufacturing Corp., 1425
First National Bank building, Chicago.
According to the company, this fuse is
especially suitable for use in motion pic-
ture theatres because of its value as a
time saver, aside from its many other
features.
Are Quickly Refilled
Cote Bros. Manufacturing Corp. an-
nounces that installations are now in
progress, or have been made, of the new
type fuse in a number of larger theatres
where it is being adopted as standard
equipment wherever fuses are used in the
theatre. From the standpoint of its use
in theatres, its assets, according to the
company, lie in the fact that it can be
refilled in twenty seconds, assuring a
minimum loss of time in replacing a
blown-out fuse. The cost of refilling the
new fuse, it is stated, is little more than
rhe cost of a postage stamp, and is ac-
complished by dropping a small, car-
tridge-like affair into a body which houses
it, and screwing down the cap.
The interest in the new fuse is indi-
cated in the fact that numerous electrical
journals have devoted considerable space
to it. The following description of the
fuse carried in one of the journals gives
an idea as to its operation and uses:
Is in Three Parts
"Cote Bros. Manufacturing Corporation
have spent several years in perfecting a
renewable fuse so simple that anyone
could refill it and put a line back into
operation. It is of the Edison type and
renewable for use on circuits of 125 volts
with ratings from 3 to 30 amperes.
"The fuse as shown in the figures con-
sists of three parts, the body, the cap and
the refill. The cap and body are of heat
resisting molded insulation, and are built
in generous proportions due to the first
cost of these parts being the only cost;
no skimping is necessary. Because of
this heavy construction, they cannot be
harmed by either dropping or by the
repeated blowing of the fuse element.
"An electrical system is thus insured
against further trouble or expense, for all
that is then necessary is a supply of the
small inexpensive refill.
Refill Cost Is Small
"The refill is an ingenious little car-
tridge, properly vented for the emission
of the gases when the element vaporizes,
and has the rating of this element
stamped on both ends so that it is always
visible through the aperture, regardless
of how it is inserted in the body. The
cost of this refill is very small.
"The main feature of this fuse is the
ease with which it is renewed. As the
makers claim, 'like dropping a lump of
sugar into a coffee cup,' the refilling con-
sists of merely dropping the cartridge
into the cup-like body and screwing down
the cap. When so assembled, there are
no live parts of the plug exposed, ren-
dering shocking impossible, a feature
that is readily appreciated by those who
are of'en called upon to renew a fuse
blown."
PARTS comprising the new refillable fuse made by Cote Bros., Chicago. Left to
right are shown the body, the refill and the cap.
98
KXHIBITORS HERALD
April 8, 1922
A HUGE Skinner Organ is one of the features of the beautiful Cameo theatre, New
York City, operated by B. S. Moss
Equipment Companies Report Signs
Of Increasing Activity for Spring
W ith the advent of Spring reports from
various parts of the country indicate a
quickening of activity in the theatre
equipment field. Many theatres, it is
shown, are making alterations and pre-
paring for a general clean-up with the
coming of bright weather. In many in-
stances numerous pieces of new equip-
ment are being installed to replace the
old material.
Expect Boom in Fall
"Business is generally better," says
George De Kruif, sales manager of Ex-
hibitors Supply Company, Chicago. "Ad-
Gold Fibre Screens
Recent Installations
Roseland State Theatre
Chicago, Illinois
Harvard Theatre
Cambridge, Mass.
Grand Theatre
Columbus, Ohio
Rialto Theatre
San Antonio, Texas
Palace Theatre
Lakewood, N. J.
Minusa Cine Screen Co.
St. Louis, U. S. A.
"tyorld's Lar$»at Producers »f
J"1otion Pictur •Screens
vices from our various branches indicate
that things are moving faster than they
were two months ago. We expect, how-
ever, the big boom will come later in the
year when the numerous building proj-
ects now under way begin to reach a
stage of completion."
Spring days and subsequent warm
weather ahead is also causing theatremen
to dig into the subject of proper ventila-
tion for houses. While ventilation is an
important consideration the year around
it becomes a particularly pertinent ques-
tion with the coming of warm weather
when the public is inclined to seek the
great out-doors for its amusement.
Calls Business "Fine"
Further proof that there are evidences
of a healthy revival in affairs are borne
out by Joseph M. Bernstein, sales man-
ager of the Monarch Theatre Supply
Company. Mr. Bernstein reports that
business is "fine" and that the spring sea-
son is inaugurating renewed demands for
all types of theatre equipment.
While such features as interior decora-
tions are also being taken into considera-
tion and general preparations are being
made to brighten the interior of the house
the matter of draperies naturally comes
in for its share in the rejuvenation pro-
gram. In this connection it has been
pointed out by a prominent Chicago de-
partment store that many rich effects in
drapery can be obtained at a compara-
tively small cost by the use of mercerized
cotton poplin and cotton velour.
Give Same Effect
With proper lighting effects, and prop-
erly hung, this material gives all the effect
of a much more costly drape and will
answer the purpose of a hanging costing
three and four times the amount, it is said.
Four Theatres at Elyria
Are Acquired by Bannon:
Considering New Projects
Owen I. Bannon of Elyria Theatres
Company, Elyria, O., has completed ar-
rangements for the purchasing of inter-
ests of other stockholders in the com-
pany and through the transaction be-
comes sole owner of the Colonial, Ameri-
can. Strand and Dreamland theatres in
Elyria.
Mr BaiMOn has announced that he
will proceed immediately with the re-
incorporation of the company. Other
amusements than those in Elyria will be
handled. According to Mr. Bannon he
has options on other county amusement
property, other than those in Elyria,
which includes the taking over of choice
theatres in the county.
Other projects which he has in mind
include an elaborate summer resort with
beach facilities, a hotel and amusement
park. It is expected that the entire
venture will entotal an outlay of approxi-
matelv a million dollars.
H. B. Varner to Build
New Lexington Theatre
At a Cost of $150,000
H. B. Varner, who operates the Lyric
and several other theatres in Lexington,
Ky., announces that he is going to build
a new theatre, to cost between $125,000
and $150,000, in Lexington. The building
will house stores and offices and will be
erected on Mr. Varner's property on
South Main street.
Plans for the structure have been com-
pleted by Harry Barton, architect, of
Greensboro. The auditorium of the house
will seat 700, with a balcony and loges
that will bring the total seating accom-
modations up to 1,500. Actual building
operations will be started soon.
Kansas City Theatres
Undergoing Inspection
Theatres in Kansas City, Mo., will be
rigidly inspected for possible fire traps,
faulty construction and other structural
hazards, it has been announced by the
Chamber of Commerce. The investi-
gating committee will be composed of
an inspector from the Missouri inspection
bureau, several engineers and an archi-
tect.
Not only are theatres included in the
investigation, but it is stated that the
work will continue until every hall.
church, school and auditorium has been
inspected.
Glasford, 111. — R. E. Groninger of this
citv has sold the Dreamland theatre here
to. J. P. Riley of Canton, 111. Mr. Riley
will locate here.
CLASSIFIED
Five Cents per Word Payable
in Advance. Minimum Charge,
$1.00
EQUIPMENT WANTED
WANTED — Good Type of Screen Complete with
roller. 12x15 over all. Picture 9x12. Must he
O. K. and price right. Geo. J. Eberwine, Marble-
head. Ohio.
WANTED TO BUY — Old Model Chicago Stage
company's single arc floor lamps in good condi-
tion. E. Neumever, 3159 Indiana Ave., Chicago.
III.
HELP WANTED
WANTED — First Class Operator for the Ma-
jestic Theatre. Rochelle, III.
EQUIPMENT FOR SALE
FOR SALE — Finest Small Organ ever installed
in Chicago can now he purchased at rare bargain.
Must be sold before May first. Located at Bos-
ton Theatre. Consult Norman E. Field, 336 So.
State St., Chicago, III.
USED CHAIRS WANTED
WANTED — At least 250 slightly used uphols-
tered Opera chairs. O. H. Giese, Edwardsville, 111.
\pril 8. 1922
EXHIBITORS HERALD
99
EASTMAN
POSITIVE FILM
KODAK
\
Bears the words 4 eastman " "kodak"
— in black letters in the transparent film
margin, as a means of positive identification,
exactly as you see them in the section of
film reproduced above.
If you see these same words in white on a
black strip you have incontrovertible proof
that they were so printed by the finisher to
mislead, not stenciled by the manufacturer
to identify, and that the stock is not Eastman.
EASTMAN KODAK COMPANY
ROCHESTER, N. Y.
100
EXHIBITORS HERALD
April 8, 1922
Theatres
Providing Comfort for Fans Is
an Asset. Exhibitors Know
This. Palaces Are Going Up.
Only the Latest Equip-
ment Is Being Installed
New Projects
Creston, la. — Creston Masons are hav-
ing plans made for rebuilding their temple
which was destroyed by fire and which
formerly housed one of the finest theatres
in the state.
*
Shreveport, La. — A new motion pic-
ture theatre, to cost $100,000 and to be
ready for opening within six months, is
announced by C. C. Stewart.
Elgin, 111. — A. C. Muntz and Charles L.
Garrison have purchased property here
on which a theatre to seat from 1,500 to
2,000 will be erected.
*
Bellville, Tex. — Actual work on the
building of a new motion picture house
here to cost $25,000 will be started very
soon. Henry and Sydney Hall are the
contractors.
*
Oelwein, la. — J. O. Brownell and
Arthur Luthnier have purchased two lots
for the building of a new theatre, which,
You'll pay for a cool-
ing system this summer
Whether you install Monsoon Cooling
System, or whether you don't, it makes
no difference — you're going to pay for it
anyway.
If you don't have it you'll pay its price in
the receipts you lose during hot weather.
And this price you'll pay every summer —
year after year.
But if you do install Monsoon Cooling
System, you pay for it only ONCE, and
then it'll pay back all it cost you this
summer.
"I can truthfully say that my in-
creased business, as a result of
installing Monsoons, paid for the
entire system inside of ten weeks."
CHAS. W. BOYER,
Palace Theatre, Hagerstown, Md.
Now, which will you do : Install Monsoon
System NOW, and pay for it only ONCE—
or go without it and pay for it anyway this
summer and every summer ?
Think it over — and install Monsoons for this summer
Write for Booklet S-14
Monsoon Cooling System, W.
1476 Broadway 71 North Sixth S
NEW YORK, N. Y. BROOKLYN
according to the men, will be one of the
biggest in the state when completed. Ac-
tual operations will be started soon.
*
Houston, Tex. — Bids for the $1,000,000
theatre to be erected here by Interstate
Amusement Company were opened
March 25. Karl Hoblitzelle is president
of the firm.
*
Pocatello, Idaho — Dr. W. F. Jamison,
O. C. Beebe and C. H. Lewis constitute
a board of trustees of the Community
Theatre Company, recently organized,
which will build a theatre to cost $250,000
here.
*
East Orange, N. Y. — Ernest W. Cortis,
71 Carlton street, has plans before the
city commission for the erection of a
new theatre to seat 1,000.
*
Openings
San Jose, Cal. — Liberty Amusement
Company has reopened the Jose theatre,
following extensive improvements made.
*
Middletown, O. — The new Strand thea-
tre, seating 1,000 and built at a cost of
approximately $100,000, has been opened.
Gus Chifos, Steve Chakiris and John
Demitrion are the owners.
*
Youngstown, O. — The Rialto theatre,
the city's newest photoplay house, situ-
ated on Market street, has been formally
opened.
*
Jackson, Mich. — Neatly engraved invi-
tations were issued by Managing Direc-
tor W. S. McLaren for the opening of the
Capitol theatre here recently.
Maroa, 111. — J. Earl Sigler has opened
the Maroa theatre here.
*
Ownership Changes
Phoenix, Arizona — Mark McNatt of
this city, manager and owner of the Oasis
theatre, has purchased two theatres in
Superior which he will operate. Mr.
McNatt also intends to build a new thea-
tre in Superior in the future, he has an-
nounced.
*
Brooklyn, N. Y. — The new theatre and
store building at Saratoga avenue, near
Pacific street, has been sold to the newly
organized Telman Amusement Company.
*
Plainfield, N. Y. — Walter Reade, who
owns the Strand theatre here, has pur-
chased the F. N. Proctor theatre. His
latest acquisition gives Mr. Reade a chain
of 13 theatres in the state.
*
Portland, Me. — W. D. Bradstreet has
leased the Jefferson theatre here, one of
the largest playhouses in the state.
•
Crown Point, Ind. — S. J. Gregory is
now the owner of the Crown theatre here.
AMERICAN
FOTOPLAYER
FOR SALE
Cost, $4650
Six Months Old. Excellent Condition.
Owner Retiring from Business.
Cash Discount; Terms to Reliable Parties.
Address - HERALD, Box 689
CHICAGO TRADE EVENTS
i » a
Hellman Buys Three
Mid-West Exchanges
Company Will Have Feature
Publication Weekly
After April 2
Morris Hellman, a familiar and popu-
lar figure in motion picture circles in the
Middle West since the early days of
Carl Laemmle in this territory, has pur-
chased the former Reelcraft exchanges
in Chicago, Indianapolis and Milwaukee
and will operate these as state right
exchanges under the name of Reelcraft
Distributing Corporation. The holding
company is H. & S. Pictures, Inc.
There is no connection between Mr.
Hellman's company and the former Reel-
craft Pictures Corporation.
Associated with Spitzers
Associated with Mr. Hellman in Reel- ■
craft Distributing Corporation and the
H. & S. company are Samuel Spitzer, as
treasurer, and J. Spitzer as secretary.
Mr. Hellman is president and general
manager.
In charge of the Reelcraft office at In-
dianapolis is J. C. Parish. The branch
is located at 109 West Maryland street.
L. A. Anger has been engaged as man-
ager at Milwaukee. The exchange in the
latter city is in the Toy building. The
Chicago office is located at 804 South
Wabash.
To Have Feature Weekly
Beginning with April 2, this new inde-
pendent organization will have a feature
production for publication each week. In
addition will be the weekly publication of
short subjects. The present schedule of
the company lists the following pictures:
Nine Franklyn Farnums, eleven William
Fairbanks, twelve Amalgamated, eigh-
teen two reel comedies, a single reel sub-
ject and a serial. "Adventures of Tarzan."
Shortly Mr. Hellman will acquire the
rights to a single reel review and an-
other chapter play. "Any Night." with
Robert Edeson, Tully Marshall, William
Courtleigh and Lysle Leslee is the first
Amalgamated for distribution. "Ashes"
is the second.
EUman and Cohen Selling
Henry Ellman and J. Cohen are mem-
bers of the Chicago sales staff. At each
exchange Mr. Hellman has organized a
Reelcraft Social Club which will give
monthly entertainments for staff mem-
bers.
It is generally reported that an an-
nouncement of the purchase of other ex-
changes will be made in the near future
by Mr. Hellman. It is understood that
his plans contemplate expansion east-
ward. Undoubtedly within the next few
months he will be operating four other
exchanges between Chicago and Pitts-
burgh.
C. L. GLETT, special representative for
Kempson Pictures Corporation.
Celebrated Hits High
Mark With Four FilmsJ
Playing Loop in Week
Celebrated Players Film Corporation,
J. L. Friedman, president, established a
record last week as an independent ex-
change with four of its productions play-
ing in Loop theatres. During the week
of April 1 another of its features, "Where
Is My Wandering Boy Tonight," will
play the Randolph, a Jones, Linick &
Schaefer house.
Last week, "School Days," the Warner
picture, starring Wesley Barry, was pre-
sented at the Chicago theatre; Clara
Kimball Young's "Charge It." at the
Castle; "Why Girls Leave Home," at
the Bandbox, and "Good Bad Wife," at
the Pastime.
This is thought to be the first time
that any independent company has had
four of its productions playing the loop
in the same week. In addition, it is
the first time that the Chicago theatre
has presented a state right feature.
Rothacker Superintendent
Steps to Altar March 30
George Gibson, superintendent of the
Rothacker Chicago laboratory, and Miss
Florence Nelson, are to be married on
March 30. The couple will journey West
on their honeymoon. In Los Angeles,
Mr. Gibson will confer with Joe Aller
on details of the Rothacker standardiza-
tion system.
Glett Here to Handle
Kempson Productions
Distribution Will Be Through
Exchanges of W. W.
Hodkinson
Charles L. Glett has been assigned to
the Chicago office of W. W. Hodkinson
Pictures Corporation as special repre-
sentative of Kempson Pictures Corpora-
tion for Illinois, Indiana and Wisconsin.
Has Large Acquaintance.
Mr. Glett comes to Chicago with con-
siderable experience in the film business
and already has a large acquaintance in
this territory- He was manager of the
foreign sales for Reginald Ward, Inc., for
four years and spent six months in Lon-
don as special representative of the firm.
The Kempson Corporation will distri-
bute reissues of many of the popular
successes of Alice Brady, Clara Kimball
Young, Norma and Constance Talmadge,
Elaine Hammerstein and Robert War-
wick. All of the prints will be new and
a complete line of paper and lobby ma-
terial will be available.
Lists Company Product
The first announcement includes:
"The Way of a Woman," with Norma
Talmadee; "The Marionettes." with
Clara Kimball Young; "Red Head." with
Alice Brady; "The Argyle Case," with
Robert Warwick: "Sauce for the Goose,"
with Constance Talmadge; "The Savage
Woman," with Clara Kimball Young;
"The Knife," with Alice Brady; "Code of
the Yukon," with Mitchell Lewis; "The
Probation Wife," with Norma Talmadge:
"The Claw," with Clara Kimball
Young; "His Bridal Night," with Alice
Brady; "Ruling Passions," with a special
cast; "The Studio Girl," with Constance
Talmadge; "Shirley Kaye," with Clara
Kimball Young; "The Death Dance." with
Alice Brady and "The Silent Master"
with Robert Warwick.
The Hodkinson exchanges are handl-
ing the physical distribution of these
subjects for Kempson Pictures.
Aaron Jones Back After
Journey Through Europe
Aaron Jones, head of Jones, Linick &
Schaefer, returned from Europe on Tues-
day. Mr. Jones left Chicago during the
Christmas holiday season, and during
his stay abroad he visited Egypt, Italy,
Monaco, France, Hungary, parts of the
Austrian empire and the Holy Land.
John J. Jones, a son and Ralph Kettering,
general representatives, were in New
York to met Mr. Jones.
Books Vitagraph Special
"The Sheik's Wife." a Vitagraph spe-
cial, has been booked for an early show-
ing at the Randolph theatre.
102
EXHIBITORS HERALD
April 8, 1922
i CHICAGO PERSONALITIES |
! By Mac— — '
Abe Warner gave local film circles a
wee visit last week, sharing his time at
the Chicago theatre opening of his big
production, "School Days," and with J. L.
Friedman, president of Celebrated Players.
He left for Broadway March 31.
* * *
Charles Seeling, producer of the fa-
mous Obenchain feature, "The Man in a
Million," concluded his extended stay in
the Windy City March 24, leaving for Los
Angeles. They do murmur Charles is
one hundred per cent for Chi and returns
to sunny California rarin' to show the na-
tives how to dance the toddle, camel walk,
etc., which he learned while our guest.
S'long Charles ; hurrv back !
* * *
Ask Charles Ryan, manager of the
Garfield theatre, why that carload of bowl-
ing balls he just bought from Brunswick-
Balke Co. the other day. Must have an-
other hot exploitation stunt he is going
to hand those West Side patrons of his.
* * *
Abe Teitel informs us he has just com-
pleted the renewal of copies of "Queen
of Sheba" and "Connecticut Yankee," the
big Fox specials by his de luxe process.
Some jump Abe from Egypt to the coast
of New England.
* * *
Max Levy, manager of the Exclusive
Film Exchange, is back again from his
Broadway sojourn but for the present is
making no statements. Still, judging from
Max's smiles, we think he brought back
a flock of good ones for the Central
States exhibitors.
Another golfer has come into local film
circles. Yep, Charles Glett, who hails
from ol' Knickerbocker town, is now lo-
cated at the local Hodkinson exchange,
in charge of the Kempson Pictures prod-
uct to be distributed in Indiana, Illinois
and Wisconsin from this point.
* * *
Fred Bartholomae, of the Crown thea-
tre, Crown Point. Ind., spent a few hours
with the boys along the Row last week
en route for New York. He and Mrs.
B. expect to sail for Europe within a few
days for a couple of months' visit to the
old folks. Bon voyage, say we !
* * *
We miss the genial Bill Cadoret, the
* ANNOUNCEMENT
TRAILER/
-ARE MODE WITH OS MUCH
I CARE OS THE BIGGEST
PRODUCTIONS OND AS
BEAUTIFUL .
-THEY ARE MORE ELAB-
ORATE AND ARTISTIC
THAN ONY OTHER FORM
OF ANNOUNCEMENT
f - AND BV F/1R
THE CHEAPEST.
TINTING IS
FREE
8
PtR
FT
big exhibitor noise of Kankakee, 111., who
left for New York to be gone indefinitely.
Hurry back. Bill. With the robins now
chirping their merry lay it's going to be
hard on us not to play our game over
that crack course of Kankakee's Country
Club.
* * *
With Harry Weiss' Superior Screen ex-
change now celebrating its third anniver-
sary, Harry tells us, he has just appointed
Wallie Mayer manager of the exchange.
* * *
H. Van Gelder, Indiana representative
for the local Wid Gunning exchange, was
in over the week end and "Van" tells us
the Hoosiers are beginning to show lots
of pep with business now on the pick-up.
* * *
Among the visitors along the Row last
week we all were given a thrill to slip
dear ol' "Daddy" Hines the glad hand.
The ex-South End showman has just re-
turned from his two-year vacation spent
in sunny California and sure looks like a
veritable two-year-old. Welcome home,
Dad!
* * *
Looks like spring is here to stay. Ben
Beadell is ordering a new fishing outfit,
Harry Weiss just received license num-
ber one from the Indiana authorities en-
titling him to deplete the finny tribe down
that part of the country. George Moore is
sporting a new spring overcoat, and Ed-
win Silverman, manager of the local Se-
lect exchange, now possesses permission
from his golf tutor to try his luck in the
open with the elusive little white ball
along the fairways of the Idlewild Coun-
try Club.
* * *
Max Levine. the Fox projectionist, has
a new Hup. Business is good, says Max.
* * *
J. J. Hess, the hustling accessory man
at Paramount, who just blew in from San
Francisco, is now dealing 'em off the top
for "Mistress of the World."
* * *
The Paramount Pep Club held its regu-
lar monthlv business meeting March 27.
* * *
The First National Exchange offices
have just been newly decorated and
cleaned and Manager E. J. Eichenlaub's
office presents a cozy, homelike spot for
exhibs to park in.
* * *
Walter Hyland and his strong arm
gang of Universal bowlers have been a
little off their feed, but promise to stage
a "come-back" early this spring.
Pictures Now Included
On Bills at Burlesque
Theatre in This City
Recently the Columbia theatre, a bur-
lc-que house, announded that motion
pictures would be presented in conjunc-
tion with burlesque and vaudeville. A
second burlesque house to adopt this
policy is the Star and Garter on W'est
Madison street. The policy is effective
this week.
A continuous performance is given at
the Columbia and it is thought this pro-
cedure will be followed by the Star and
Garter. The show starts at 1 p. m. and
runs continuously until 10:30 at night.
Appoints Bandy Head
Of Central District
Film Man Third Territorial
Manager to Be Named
by Brockell
Announcement that H. A. Bandy had
been appointed district manager of the
central district, in accordance with the
new sales policy inaugurated by Asso-
ciated First National, has been made by
F. M. Brockell, supervisor of exchanges.
Mr. Bandy is the third of the managers
to be selected thus far. Roy C. Seery.
manager of the Chicago exchange, has
been elevated to manager of the Mid-
Western district, and L. O. Lukan, man-
ager of the Seattle branch, will have
supervision over the Western district.
Managers of the Eastern and Southern
districts will be appointed within a short
time, it is expected.
Served with Goldwyn
Mr. Bandy was Associated Producers'
representative at the Cleveland Asso-
ciated First National exchange at the
time of his promotion. Previously he
had been district manager for Associated
Producers and for Goldwyn.
Apportionment of the country into five
districts will relieve the New York sales
executives of an immense burden of
work, said Mr. Brockell.
Change Is Necessary
"Heretofore, the affairs of the sales de-
partment were conducted mainly by letter
from New York," said the supervisor
of exchanges, "but the business has
grown to such proportions that such •*
procedure is no longer feasible. Through
the district managers the sales organiza-
tion will be w-elded together, and closer
supervision will be possible."
Five Countries Afford
Locale for New Picture
A remarkable record for international
motion picture photography is claimed
for "The Man from Home," the new
George Fitzmaurice production for Para-
mount, which was shot in five different
countries, included in which were Eng-
land, France, Italy and America.
Producer Fitzmaurice made his head-
quarters in England, where most of the
interiors were taken at the London studio
of Famous Players-Lasky Corporation.
Added scenes are to be made at the
Lasky studio, Hollywood, where Mr.
Fitzmaurice is now located.
Lorraine Theatre Opens;
Opera House Is Closed
Salesman Fox of the Local Universal
office reports that the New Lorraine the-
atre at Hoopeston opened this month.
The new house seats 1.000 and is under
the management of J. R. Boord.
The Opera House at Hoopeston, ac-
cording to Fox, has been darkened by
Manager Smith, who has returned to
Muncie, Ind., to attend to his hotel busi-
ness.
Bernstein May Branch Out
Leo Bernstein of the Capitol theatre,
Springfield, was seen recently at Dan-
ville by Salesman Fox of Universal. In-
dications are that Mr. Bernstein will
expand his business. He states that
business at Springfield is on the upward
jump.
I
808 S.WABASH AVE
CHICAGO, ILL. i
April 8, 1922
EXHIBITORS HERALD
103
T
RAVELING
MISSOURI
THROUGH
With
H. E. NICHOLS
Assistant General Sales Manager C. S.
Trowbridge was a caller at the St. Louis
United Artist Exchange last week. Mr.
Trowbridge is making a tour of all the
exchanges.
* * *
"Silver Threads Among the Gold," a
Kingsley Roberts production has been
purchased by Independent Producers Film
Corporation, D. E. Boswell, Manager.
This subject will be road-showed under
the direction of Henry Block who will
use a Diagan-Una-Fon to ballyhoo pic-
tures.
* * *
Exhibitors Direct Service Exchange, un-
der the able management of Sid J. Bakek,
announces the purchase of that funny
"Chic" Sale production, "His Nibs," ready
for immediate release. Also "She Played
and Paid" and "Keep to the Right," botli
in five reels. S. J. Hankin is covering
the territory for the E. D. S.
* * *
Associated First National of Missouri is
is getting along nicely under the able man-
agership of Joe Desberger. Maybe, be-
cause Joe was once an exhibitor at Padu-
cah, Ky. The name of his movie parlor
was better known as the "Now or Never"
and Joe sang the "ulcerated" songs. His
portrayal of the character of "Old Ro-
maine" in "Ten Nights in a Bar Room"
is known to all the old-time lovers of the
drama. Manager Desberger has quite a
staff, namely: Sam Hanley, Alfred Olin,
Julius Laurent, C. O. Roberts, R. L. Mc-
Lean, Dale Dwyer and Miss Francis Mur-
phy, Booker.
* * *
Two old-timers in St. Louis film circles
— Floyd Lewis and Roy B. Dickson —
have purchased the franchise for Southern
Illinois, Eastern Missouri. Southwestern
Indiana and Western Kentucky for Na-
tional exchanges. They are located at
present at 3475 Olive street and announce
for release the following subjects :
Twenty Charlie Ray two-reelers, twelve
features, fifty -two Kineto Reviews, twenty-
four two-reel comedies and a fifteen-epi-
sode serial — "The Great Reward" — featur-
ing Francis Ford and Ella Hall.
* * *
United Film Service announce the re-
lease of eight Neal Harts. The first is
"Tangled Trails" and the second "Range-
land." Sam Werner states that his two
prints of "Why Girls Leave Home" are
booked up solid. A. Werner and B. F.
Nofree are traveling for United in this
territory. "School Days" has just been
purchased for Southern Illinois and Cen-
tral Missouri.
* * *
George H. Ware has moved over from
K. C. as assistant manager for the local
Yitagraph branch. 'Tis rumored that
George was seen looking over some fur-
nished flats.
Photoplay Magazine April, 1922*
THE PRODIGAL JUDGE— Vitagraph
IT'S a curious fact that the most satisfying photoplays
are seldom the ones involving vast expenditures and grave
warnings about leaving the children at home. "The Prodi-
gal Judge" demonstrates again that the public wants —
and really enjoys — a clean story with a good plot and even
(whisper it!) a moral.
Maclyn Arbuckle has given many fine performances in>
his long stage and screen career. But he has never done
anything more splendidly convincing than the character-
of Judge Slocum Price.
. 58
Now booking for So. 111., including — Pike — Scott — Sangamon — Christian — Shelby
—Douglas — and all counties So. thereof in So. 111., Macon — Howard — Cooper — Morgan —
Laclede - - Wright — Douglas — Ozark and all counties East thereof in Eastern Mo.
A SERIES OF FIFTEEN COMPLETE TWO REEL FEATURES
THE ADVENTURES OF
SHERLOCK HOLMES
THE MOST WIDELY READ TALES OF MYSTERY
EVER ADAPTED TO THE SCREEN
INDEPENDENT FILM CO. OF MO.
ST. LOUIS, MO.
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmes.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
M inter.
The Loggers of HeJl-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), sue
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels.
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels.
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Fairs
Binney.
Devil-Dog Dawson, five reels, with Jack Hoxie.
The Star Reporter, five reels, with Billie Rhodes.
God's Country and the Law, 6 reels, Gladys Leslie.
Love, Hate and a Woman, 6 reels, Grace Davison.
A Yankee Go Getter, 5 reels, Neva Gerber and
James Morrison.
Dangerous Paths, 6 reels. Neva Gerber.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed through Pathe Exchanges
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up! (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
PLAYGOERS PICTURES, INC.
Oct. 9 — Across the Divide, six reels.
Oct. 23— Tropical Love, five reels.
Nov. 13 — Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dec 4— The Ruse of the Rattler, five reels.
Jan. 15 — Reckless Chances, five reels.
Hills of Missing Men, six reels.
Sunshine Harbor, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Western Hearts, five reels, with Art Staunton and
Josie Sedgwick.
The Wolverine, five reels, with Helen Gibson.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels.
Dangerous Love, five reels
Captivating Mary Carstairs, five reel (Norma
Talmadge re-isue.)
The Heart of the North, five reels, Roy Stewart.
Life's Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Chark-w (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
Kail Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels.
FAMOUS PLAYERS-LASKY
Get-Riea-Quick Wallingford, eight reel*. (Cosmo-
politan Prod.)
Don't Tell Everything, five reels. All-star.
Jo»« Around the Corner, seven reels. (Cosmo-
politan I'rod.)
White Oak. six reels. Wm. S. Hart.
Under the Lash, six reels. Gloria Swanson.
The Little Minister. Betty Compson.
Rent Free, five reels, Wallace Reid.
Miss Lulu Bett, six reels, (Wm. De Mille Prod.).
Too Much Wife, five reels, Wanda Hawley (Real-
art).
Back Pay, seven reels (Cosmopolitan Prod.).
Lane That Had No Turning, five reels, Agnes
Ayres.
A Prince There Was, six reels, Thomas Meighan.
The Bride's Play, seven reels, Marion Davies.
Nancy from Nowhere, five reels, Bebe Daniels
(Realart).
Three Live Ghosts, six reels (Geo. Fitzmaurice
Prod.).
Tillie. Mary Miles Minter (Realart).
One Glorious Day (Will Rogers), 5,100 feet
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet.
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet.
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels— Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet.
The Mistress of the World (Special — Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5.100 feet. , ,
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet.
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
feet.
The Heart Specialist (Mary Miles Minter— Real-
art), 5,000 feet. „ . ...
Beauty's Worth ( Marion Davies — Cosmopolitan).
The Mistress of the World (Chapter 4), 3,825
feet.
FIDELITY PICTURES CO
The Married Virgin, six reels.
Frivolous Wives, six reel"
FILM MARKET, INC.
The House Without Children, seven reels, with
Richard Travers.
The Supreme Passion, six reels.
The Ne'er-do-Well. six reel*.
FIRST NATIONAL
Woman's Place, with Constance Talmadge.
The Invisible Fear, with Anita Stewart.
Two Minutes to Go, with Charles Ray.
Her Social Value, with Katherine MacDonald.
All for a Woman (Special).
My Lady Friends, with Mr. and Mrs. Carter De
Haven.
The Wonderful Thing, with Norma Talmadge.
Alf's Button (Special).
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Trod.).
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Mail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
Love's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Pro.).
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The Rarn«tormer. with Chnrle* Ray.
Red Hot Romance, seven reels (Emerson-Loos).
Penrod, eight reels, Wesley Barry.
The Cave Girl, six reels.
FEDERATED FILM EXCHANGEI
The Servant in the Hou*e, five reel*, with all
star cast.
Dangerous Toy*. »even reel*, with all-rtar cast.
Heidi of the Alp*. Prisma.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reel*.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur'* Court, eight
reels.
Thunderclap, seven reels.
Shame, 8,800 feet
Perjury, 7,400 feet. ■
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARNUM SERIB1
His Greatest Sacrifice, six reels.
A Stage Romance, 6,416 feet
PEARL. WHITE SERIES
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SERIES
Ridin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reel*.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERIBI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIES
Ever Since Eve, five reels.
Qneenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUSTIN FARNTJM SERIES
The Primal Law, five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o' Dawn, 4,178 feet.
2«TH ruMTURT mt*.ivr>
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy- Walker).
Whatever She Want= (Eileen Percy)
Smiles Are Trump (Maurice Flynn), five reel*.
Extra! Extral (Walker-Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Windsor.
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell Ship-
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Moongold, 3,175 feet.
Bear, Boy and Dog, two reels.
Puppy Days, 960 feet
Robinson Crusoe Hours. 966 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
GOLDWYN PICTURES CORP.
Ace of Hearts, six reels.
For Those We Love, six reels.
Invisible Power, seven reels.
Dangerous Curve Ahead, six reels.
The Old Nest eight reels.
Pardon My French, six reels. Vivian Martin.
The Grim Comedian, six reels. (Rita Weiman.)
Poverty of Riches, six reels. (Reroy Scott.)
Man from Lost River. (Katherine N. Burt.)
A Poor Relation, five reels. Will Rogers.
From Ground Up, five reel*. Tom Moore.
The Nigl" Hose, six reels. (Leroy Scott.)
Be My Wife, five reel*. Max Linder.
The Glorious Fool, »ix reel*.
Man with Two Mothers.
Hi* Back Against the Wall, five reels.
Watch Your Step, six reel*.
Doubling for Romeo, six reels.
The Wallflower, six reel*.
Grand Larceny, six reels.
Theodora, special cast, eight reel*.
i This Issue, "Mr. Hays — Friend or Enemy?"
■BJT
2 ' ' ' ' f L
- N
it ' (If.
!
['tttrtjf
Hi
-
5,000,000 PERSONS ARE
WAITING FOR THIS ONE
They have read Peter B. Kyne's
fascinating story in the Cosmopol-
itan Magazine and in book form,
and every one will want to see
the picture
Kindred of the Dust
An R. A. Walsh Production
with Miriam Cooper and
directed bv R. A. Walsh
A First National Attraction
I,
Ill
illllll
y i ' i >
■
y
L JV No 16 MARTIN J. QUIGLEY, PUBLISHER
Enured as itcond-clois matter, August n, tail, at tht Pttt Office at Chicago. III., waitt tkt Act tf March 3, 1S79.
- . - — " -■ ™ ---- -- f. /-■■-■ — ■
April 15, 1922
"Keeps you on the edge of your chair!"
—TOLEDO BLADE
"Filled with stuff of which successful
movies are made!"
— N. Y. TRIBUNE
"Fairly makes one gasp!"
— WISCONSIN NEWS
"Has intensity and suspense!"
—LOS ANGELES HERALD
Carl Laemmle
pre Gents
"Here is a noteworthy film!"
—SPOKANE PRESS
"Brings spectators out of their
seats !"
— N. Y. EVE. TELEGRAM
"Thrill after thrill!"
—TOLEDO TIMES
"Prepare to gasp!"
—MILWAUKEE JOURNAL
Exhibitofl- 1
UnivtnH I
mplojwj h
RfecfllaDEAN
In her crovninp success - a stupendous picturization of
UNIVERSAL-JEWEL
FROM THE FAMOUS NOVEL DY CYNTHIA STOCKLEY
d.recteodv^VESLEY RUGG$
April 15, 1922
EXHIBITORS HERALD
3
XDhitman J3enneft presents
REX BEACH?
romance
bounded on h/s famous novel
'Jhe M>S
Directed by JCennefh Webb Jcenar/o by Dorothy 3arnum
O melodrama of high class that smashes
grips thrills and holds from start to finish.
Mas mystery, adventure, romance, intrigue.
G picture that csili be successful before any
type of audience, anyaxhere, and any time.
UNITED ARTISTS CORPORATION
MAfiY DlCKTOfiD • CUATiUE: O-IAPUN • DOUGLAJ" rAjrjDANKJ" • D.V Gf2jrriTU
EXHIBITORS HERALD
April 15, 1922
The Film Trade Papes
EEP your eyes on the film Trade paper* M
week for one of the most sensational annou I
_tments on a Nation-wide exploitation and >•
licity tie-up the picture business has seen in a long t «•
in connection with H. B. WARNER, in "THE SHEIK f
ARABY," a startling revival of this wonderful picture form 1
titled, "The Man Who Turned White." In territories where »
picture has played the possibilities for a genuine box-office clean up •
immense. In theatres where this picture has yet to be shown the P°"'.^ „
are even greater. Not alone the presentation of a wonderful p.cture with
popular star, H. B. Warner, but an advertising t.e-up that w.ll make thousand
money hungry film men applaud. To .11 "hibitor. who are looking : for real nr ,
here's the biggest smash of the season. Watch and Wait. Keep your eyes on next w
film trade papers for more detailed information on the plans for this K-C picture.
r
:uth Clifford
tropica
LOVE
FROM A FASCINATING STORY
THE TROPICS BY GUY Mc CON NELL
REGINALD DENNY"
HUNTLEY GORDON
FRED TURNER
ERNEST HILLIA.RD
CATHERINE SPENCER
AND OTHERS
'Afjo DIGTi
iYGOERS PICTURES
HON REPM£S£NTATiV£
S/QA/£V 6 A FRETT
\4
1 ■ ffi
Martha Queed
rMARY THURMAN- NILES WELCH*
& JOSEPH DOWUNG -FRANK CAMPEAU
EUGENIE BESSERER - GEORGE
HACKATHORNE AND OTHERS
INSPIRATION PICTURES
EXHIBITORS NOT ONLY MAKE
MONEY BUT HAVE THAT GLOW
OF SATISFACTION WHICH COMES
FROM PLEASING PATRONS-TOi
WHEN SHOWING YOUR "OSSu
RICHARD BARTHELMESS
//v'TOL'ABLE DAVID'
0
Physical Distributors
Pathe Exchange
IMC
sAn Allan Dwan product
PRESENTED BY MAYFLOWEB AND
D/STB/BUTED BY
Associated Exhibitors
ARTHUR S. KANE PwiJcnl
W
T7F
is
if'
Wfw Wuth Taffy
lind Het Bleed Surjes
'amid the ?and- Swept
Stretehe* vf the Desert.
HE 5purnrd Iff*, but IT a red
with Death fWLeve .
SHE Set the Trap, but Fate Baited
it with her vwn Heart.
And the ARAB Spun his Web to
Tateh them Both,
0
X
A.
9 A
William Fox
% ft f ■ present*
Iron Men - golden Girlhood- Brazen Cattle JBaro
Dash and Thrills and a Vivid statu that swings with
the gallop of Horses on the open Plains
ANOTHER CERTAIN WINNER
t
live -wire romance
woven With humor and
adventute in the land
tfhere Homesteaders are
hated and Cattle- Barons
rule remorselessly.
*A PERFECT PICTURE
SUCCESS
10
EXHIBITORS HERALD
April 15, 1922
JOHNNY HINES
The "Torchy" of the Screen
Portraying the Red-Headed Super-Office-Boy
in "Torchy" Comedies. Adapted from the
Famous Sewell Ford Stories
for EDUCATIONAL
PICTURES WEEK
April 16—23
"Sxhibitors' ^Prosperity Week"
EIGHTEEN
Fast Action
"TORCHY" COMEDIES
featuring JOHNNY HlNES
C. C. BURR
Producer of "Torchy" Comedies
Torchy
Torchy Comes Through
Torchy in High
Torchy 's Millions
Torchy Turns Cupid
Torchy's Double Triumph
Torchy Mixes In
Torchy's Night Hood
Torchy's Big Lead
Crowning Torchy
Torchy's Promotion
Doggone Torchy
Torchy A La Cart
Torchy's Frame-Up
Torchy Takes a Chance
Battling Torchy
Torchy & Orange Blossoms
Torchy's Ghost
They Are All Among Educational^
Nationally Advertised Short Subjects
'THE SPICE OF THE PROGRAM
Keg. U. S. Pat. Off.
EDUCATIONAL FILM EXCHANGES, Inc.
E. W. Hammons, President
April 15, 1922
EXHIBITORS HERALD
11
Get \6ur Share
ofour Profits
and
start
ritfht
NOV£
APRIL
It's the sign that points the way
to profits
WELL, we started something. When we announced last week
that Mr. Carl Laemmle had turned over to us all the Universal
Exchanges, to be run during the months of April and May as
we saw best, and further, that we intended to share our profits with
you, we did not dream of the sensation this would create in the industry.
Guess we've caught the true spirit of Universal. Judging from the
letters and wires from exhibitors, we've originated a striking, novel
plan by which exhibitors will cash in big with us in celebrating Uni-
versale tenth anniversary. And this at a time when they'd like
it most.
But our plan is more than merely novel or original. We're going
after business in a big, strong way. We intend to make some real
money for ourselves and our friends, the exhibitors — for, the bigger
our profits the greater i/our share.
So, get busy. Come in and see us at once— right now !
UNIVERSAL
EXCHANGES
12 EXHIBITORS HERALD April 15, 1922
SHADOWS
in the light of the moon !
What did they mean ? Why did they fill the -law-abiding people of a North-
west community with terror until the real he-men of the region formed a posse
to run down the band of murderous marauders led by Red Mask?
is one of the supreme examples of the best that can be done with moving
SHADOWS
on the silver screen to thrill, delight and entertain lovers of red-blooded
photodramas.
OTHER RELEASES:
"Her Story" "David and Jonathan"
Second National Pictures Corp.
140 West 42nd Street
New York
April 15, 1922
EXHIBITORS HERALD
13
ADOLPH ZUKOI\_ PRESENTS
From the story "The
Noose," by Constance
Lindsay Skinner. Di-
rected by William D.
Taylor.
OMPSON -
reeaTemptatior^
ANOTHER triumph for the
star who always triumphs!
The soul-stirring story of a little
Paris dancer. Rushing on through
amazing action, bringing tears
and thrills and laughs.
And the star does some of the
most amazing dances ever screened!
The great cast includes Theo-
dore Kosloff and Mahlon Hamilton.
Scenario by Julia
Crawford Ivers and
Monte M.Katterjohn.
C£ (paramount Qicture
14
EXHIBITORS HERALD
April 15, 1922
We Pay the Bill!
^1, Pictures
To V^n^rnount
retsaty
kinfes \ S90,'
ooo.oo
YsatV
On
\7 ,000-'
xdred8
of
„
offices, sen
totaV
pril 15, 1922
EXHIBITORS HERALD
15
You Get the Benefits!
DAR A MOUNT'S obligation doesn't end
when the contract with the exhibitor is
signed. It just begins!
Back of the picture and the contract and the booking,
Paramount puts its own money, in huge amounts to make
that picture and that contract and that booking successful
for the exhibitor. Paramount's money pours back into the
stream that carries the exhibitor to golden success. Ex-
ploitation, publicity advertising on a gigantic scale and paid
for by Paramount, are the exhibitor's constant assistance in the
running of his theatre when he books a Paramount Picture.
Thousands of exhibitors throughout the country booked Paramount Pictures solid for the
month of March.
Why did they do it?
Are these exhibitors fools or philanthropists?
Or—
Do Paramount Pictures make money for them?
You know the answer and so does every exhibitor — yes, and every producer, every exchange-
man, every individual in the business.
They book Paramount because Paramount makes money for them.
Ask the exhibitors who booked that solid month. Ask the public who are on the lookout for
Paramount Pictures.
And Paramount Pictures make money for the exhibitor not only because they are the best
and most popular pictures on the market but because Paramount spends money to help the
exhibitor put them over.
Look at the opposite page! One hundred and forty-one thousand dollars spent for the ex-
hibitor in one month!
And, in addition, Paramount inaugurated the "Go to Movies" month all over the country on
an enormous scale for the exhibitor.
Just as long as Paramount Pictures hold to their own high standards —
Just as long as millions of dollars' worth of advertising sends the public looking for Para-
mount Pictures —
Just as long as square dealing wins —
Just as long as that, exhibitors will continue to show Paramount Pictures.
So if anyone asks you — as thousands of exhibitors have been asked — "How are other com-
panies to maintain big payrolls and big production units if you show Paramount Pictures?" —
When anyone asks you that, tell them the answer:
Make pictures as good as Paramount!
Give the exhibitor the same kind of substantial help in bringing
the public to his box-office —
And the company that does that is entitled to the business!
W. FAMOUS P LAYERS- LAS K"1! ( ORPORATION
■^-"^ . ■ ADOLPH ZUKOR. Pr.,.d..e ■
16
EXHIBITORS HERALD
April 15, 1922
JACKIE CGDGAN
^TROUBLE*/
Now Read
results that JarMc Coogm
achieved in *Pecks Bad Boy7' 6-
% Boj''deunate]/esiabli5h
him as a star of the fir £i
magnitude — -
double" will equal it not
exceed this brilliant record
Qjll Slar 'JealuTe Producers
NOW IN PRODUCTK
JACKIE COOGAN
in a pi&ure that will start!
the world '-Broadway will see
this one at two dollars top Fii-^b*
April 15, 1922
EXHIBITORS HERALD
And This With a
2-Reel Feature!
\
y
l\"V°
to
-get,
A^*<^<\&« V ' nA e»'
.3TExhibitofs-
I Universal
<— f Employees
Months
UNIVERSAL
JEWEL
COLLIER'S
SERIES
DID you ever hear or read «mj -
thing like this about a two-reel
feature before? Of course not, for
there never was a series of two-reel
pictures that could hold a candle to
these wonderful short features. Ar-
range with your Universal Exchange
for a showing today.
Cavl Laemmle presents
ii
LUTHER ma i m
I Starring BEGINALD DENNY
f\ The gieatest Series of two reelers ever released!
>ededfyX\A\M POLLARD from the famous Colliers' storiesirHCWlTWER
*5s
/ «SiSort]y To Book'
THIS PRODUCTION
Fromtfie-Measin^"
Compan/Handlins^
^ BIG PidureVi
*®fiTHE YEAR
Mion that doesn't falter for a moment; Breath- catchin
laiuty; Marvelous story and absolutely perfect acting \
Isle
ZORDA"
JULES VERNE S
Masterpiece
Prated hy loU/S NALPAS
Offered to exhibitors in the full belief that it is a feature that has
everything that any other great feature has had and mar ml
Valpas Pafhepicture Directed
Dirtcud by J/fAfJU FlSCQUHT
THE
Isle
OF
ZpRDA
Marry me or 111 sell you
in the Public Slave Market!*
CHK came of a noble
^ family.
She was young, beautiful,
highly cultured.
\ ct she was shown girls as
beautiful and as helpless, sold
to the highest bidder in a
market where the soul was
nothing, the beauty of the
body everything !
This is just one of the man) unusual, sensational
thrilling scenes in one of the greatest feature
pictures ever made in any country!
Superbly acted, superbly produced; presenting
amazing opportunities for
Attention- Compelling Exploitation
Pafhepicture
— ffi —
45£
1
1
l\V' r
7a
AN EX
30
*****
A At
^2
or
WESTERN UNION
TEL^RAM
FOR QUICK SERVICE ANSWER BY BEARER
7/2- if,
PICTURES
Distributed by SELECT
20
EXHIBITORS HERALD
April 15, 1922
Your Chance To
Register With Every
Exh ih itor A ttend in g
Washington Convention.
As usual the HERALD
will be the paper of pre-
eminent interest at the
Washington Convention
of the Motion Picture
Theatre Owners of
America, commencing
May 8.
Put over your sales mes-
sage in the May 13th
issue, published May 3!
This issue, containing
special Convention Fea-
tures will receive the close
attention of exhibitors
throughout America —
before and at the Con-
vention.
April 15, 1922
EXHIBITORS HERALD
Lewis J. Selznicm presents
21
l^nelt^rtiensteiri
in
Feckless
Adapted Prom the story by
COSMO HAMILTON
EDWI\D J.MONTAGNE
personally sfc^edbij
A1R1INCE
The Screen's Brightest
Star in Her Greatest Photo-
A Big Dramatic Tri-
umph, Pleasingly Tempered
With Light Comedy Touches
and Deep Human Interest.
A Lavishly Staged Pro-
duction, Brilliantly Acted.
.y Anthony Paul Kelly Directed by Ray C. Smallwood
J\ Ray C. Snuxllwxrcrd PrcxLuuetJuxrv
With an all- star cast including
SICRID MOLMQUIST MONTE BLUE
MATTHEW BETZ LUCY POX
JULIA S WAYNE GORDON
This is a production with one of the greatest patronage-
attracting titles ever placed" on a motion picture.
A production of a big, forceful, able director whose
record is based upon the playing achievements of his
pictures and not upon personal publicity placed for
him by press agents.
A story that is "human heart stuff;" that is romance at
its cleanest and best; that contains no soiled sex stuff.
A love story fine and sweet and wholesome; a racing
drama with the flash and thunder of hoof-beats. A
melodrama for the ground floor as well as the gallery.
A mother story for everybody, with all the legitimate
sentiment of human beings and no implausible hokum.
Seven months were devoted to production and to
getting the best that was in such fine players as Monte
Blue, Sigrid Holmquist, Julia Swayne Gordon, Lucy
Fox, Matthew Betz, Arthur Carew, Billy Quirk, Pat.
Harrington.
A picture you need now; a picture full of box-office;
a picture you will remember for months after you have
played it. Prints are on the way to the branches now
for release April 9.
A Pyramid Picture!
American
RELEASING CORPORATION
■'ALTER E GREENE. -Ptrf™
1 »ARREN. ;„
Jk PICTURES INC. ibr*
presents
Queen of the Moulin Rouge
From, the world-known play
By PAUL M. POTTER
J? (lay C. SmaJtlwoott Prodxtctwru
WITH AN ALL-STAR CAST
The Famous "Red Mill" in Paris !
The beautiful Martha Mansfield as the
"Queen."
The play known in every city and town
on the map of North America.
The gowns and costumes from France!
The girls from Uncle Sam! Cheers! !
The production timed for release in
the late spring just when the exhibitors
of the country need it and want it
the most.
An all-star cast and a great big make-
'em-all-talk picture with a whale ot
a title.
It's another Pyramid Picture!
RELEASING CORPORATION .
WALTER fi. GfiEENE. 'Pitnlnr F. & WAS ft EN, CnfW«
MU4H mur
presents
in
MOULD HUSBAND
KNOW?
From Anna Katherine Green's
Great Society Drama "Jhe Mayor's Wife
Directed by KENNETH WEBB
Ble-? your heart, here's a star who is a star.
Star of "The Queen of Sheba." Featured in Rex
Beach's "'Fair Lady." Always winning extraordinary
personal notices in each picture in which she appears.
A real star hailed by exhibitors all over the world.
Hailed as an amazingly beautiful, draw-them-into-the-
theatre personality by Motion Picture NEWS, Moving
Picture WORLD, Exhibitors' TRADE REVIEW,
Exhibitors" HERALD, VARIETY, HARRISON'S
REPORTS, New York STAR, FILM DAILY.
An emotional drama. A societv drama. A touch
of mystery. An entrancing beauty and a director
who knows just what to do with such a story and
such a personality.
Also ready for late spring release.
Also: Another Pvramid Picture!
m-Ai.Tt* £ G«££SE.
26
EXHIBITORS HERALD
April 15, 1922
KING OF 'EM ALL!
Plays a FIRST RUN in every house!
Booked UNIVERSALLY without question!
INDEPENDENT as they make 'em!
Needs no EXPLOITATION . . . makes more noise
And creates more publicity than a flock of ballyhoos!
Ask MOTHER ETERNAL
She'll tell you!
By the way ....
Ever hear of the MOTHER LOVE APPEAL
Failing to go over with an audience?
A tale A plot A script of mother love!
Plays a first run in the heart of every human.
The maternal drama has a satisfying quality of entertainment.
You know it if you've played the right sort of mother story!
And
"MOTHER ETERNAL"
Possesses that beauty Pathos .... Drama
And all the elemental points of high class screen entertainment
That satisfies your patrons.
You can now book it through your nearest
Produced by
GRAPHIC FILM
CORPORATION
Ivan Abramson
Pres.
GRAPH IC^Sf EXCHANGE
Released through
GRAPHIC FILM
EXCHANGES
Wire now!
April 15, 1922
EXHIBITORS HERALD
27
The following twenty Exchanges have signed partnership agreements with The
Graphic Film Corporation for the production and distribution of high class photo-
plays for the next five years. Arrangements are pending with seven additional exchanges.
SAN FRANCISCO, CALIFORNIA
E. H. Emmick and W. O. Edmunds, Gen. Mgrs.
94 Golden Gate Ave.
LOS ANGELES, CALIFORNIA
E. H. Emmick and W. O. Edmunds, Gen. Mgrs.
832 So Olivp Strept
SEATTLE, WASHINGTON
Al. Rosenberg, Gen. Mgr.
308 Virginia Street
CHICAGO, ILLINOIS
Frank Zambreno, Gen. Mgr.
ova so. Wabash Ave.
INDIANAPOLIS, INDIANA
Frank Zambreno, Gen. Mgr.
144 West Vermont Street
ST. LOUIS, MISSOURI
Sam Werner, Gen. Mgr.
3628 Olive Street
PITTSBURGH, PENNSYLVANIA
H. A. Lande, Gen. Mgr.
414 Penn Ave.
CLEVELAND, OHIO
H. A. Lande, Gen. Mgr.
East 21st St. and Payne Ave.
CINCINNATI, OHIO
H. A. Lande, Gen. Mgr.
Pioneer and Broadway
PHILADELPHIA, PENNSYLVANIA
A. J. Sherman, Gen. Mgr.
1220 Vine Street
BALTIMORE, MARYLAND
A. J. Sherman, Gen. Mgr.
212 North Gay St.
WASHINGTON, D. C.
A. J. Sherman, Gen. Mgr.
Mather Bldg.
DETROIT, MICHIGAN
C. A. Meade and W. S. Witman, Gen. Mgrs.
304 Jos. Mack Bldg.
MILWAUKEE, WISCONSIN
Samuel Ludwig, Gen. Mgr.
401 Toy Bldg.
MINNEAPOLIS, MINNESOTA
Samuel Ludwig, Gen. Mgr.
700 Film Exchange Bldg.
OMAHA, NEBRASKA
A. L. Kahn, Gen. Mgr.
2034 Farnum Street
KANSAS CITY, MISSOURI
A. L. Kahn, Gen. Mgr.
115 West 17th Street
DALLAS, TEXAS
Frank Fay, Gen. Mgr.
191 1 ^4 Commerce Street
OKLAHOMA CITY, OKLAHOMA
Frank Fay, Gen. Mgr.
125 So. Hudson Street
NEW YORK CITY, NEW YORK
E. Einhorn, Gen. Mgr.
729 Seventh Ave.
To the INDEPENDENT MARKET
"' rough a new plan of consolidation the Graphic Film Corporation has made it possible to take into partnership for distribution of high class
ffures TWENTY INDEPENDENT EXCHANGES to share in its profits. Partnership agreements are to be concluded with seven more!
Eh of these twenty-seven exchanges retains an interest in all Graphic Film Productions for a period of five years! They will receive all of our
P'iuctions and purchases and will be known as GRAPHIC FILM EXCHANGES! We have guaranteed our new partners BIG INDEPEND-
ENT FEATURES because their participation in our business enables us to put MORE MONEY, MORE TIME AND MORE EFFORT into
P-iuction than we have heretofore done! The exchanges in turn have guaranteed us one hundred per cent distribution and exploitation! We
d not intend spending our money on high class promotion nor on luxurious offices. OUR EXPENDITURES ON PRODUCTION WILL BE
L LIMITED ! Our unity means the birth of an INDEPENDENT ORGANIZATION that will produce photoplays superior to those of am-
ir rest in the entire field! It means that we have discovered that 'IN UNION THERE IS STRENGTH.' ... Out of that strength shall
;.twe BIG INDEPENDENT PRODUCTIONS! It means that we have found a way TO SAVE THE INDEPENDENT EXHIBITOR!"
IVAN ABRAMSON, President,
Graphic Film Corporation,
729 Seventh Ave., New York.
EXHIBITORS HERALD April 15, 1922
Another Box-Off ice
Bulls -Eue !
GREATEST DRAMATIC
BOX-OFFICE ATTRACTIONS
WARNER BROS.
1600 BROADWAY, NEW Y0RK,N.Y.
KuatuuDioimonint
LINES THREE DEEP-MANAGER TELLS CUSTOMERS
TOGO HOME-CROWDS STAMPEDE THEATRE TO
SEE THE SEASON'S MOST JOYFUL TRIUMPH
Wesley Bamj
By arrangement With Marshal] JVeilan
in Gus Edwards'
'SCHOOL DAYS*
«
April 15, 1922
EXHIBITORS HERALD
31
"Keeps Interest Tense Until Last Flash"
That's what the Detroit Journal
says after the picture made a
tremendous hit in that city.
That's what they all say.
The Detroit News says:
""This is a rattling good film. There is action
every minute. It is a story of strong men in great
open places. Done with originality."
The Free Press says :
"It's a picture of swift action. The situations
quicken the pulse. The beautiful scenic shots make
it a production of charm and interest."
The Journal says:
"Anita Stewart rides, swims, shoots and wears
costumes from riding habit to evening gowns. All
this in a series of highly interesting happenings
that keep the interest tense until the last flash."
It's the Same Story
Everywhere !
When They All Say It's Good— Book It
Speaking of Louis B. Mayer's presentation of
ANITA STEWART
in
44 A Question of Honor
A Ruth Cross novel from the Peoples Home Journal
Directed by Edwin Carewe
Scenario by Josephine Quirk
A FIRST NATIONAL ATTRACTION
Hhere'H be a Franchise everywhere
EXHIBITORS HERALD
April 15, 1922
0, * ^ , -
JackieCoogan Scores Again!
Photo Copyright by Campbell
He is making big money at the
box office for thousands of exhibi-
tors and delighting throngs every-
where with his latest picture.
Read what this newspaper says :
Post -Standard
«*Mt***-riT ^ and * you"W Marks Srr»~!i frflSram
«S£ /"^"o- ^.t a Noting ^ of etcej
t -MI lead thfm a program ... . Sj* Pc's ron.
'""e ^rt^^/"^8"0- that a t"ereSti^ «*on sbW- —
• T-,oi • jnaH Jead the-j, a Program -r*,, f ' c!s ro'"
Jackie is secn in Pleasing £ «i„ bs
8«-een at. the 3Iy on the city. ^nS thf0
»f<*. And tl 7C *h£ater ** uj W l*,^
0Vtr those in Hhich th T p™u*tir^ /£™«aeiJ Love t .
be« staged prevCoUSH I>0> "»« t ST* °f *W ft
^resting to n J""*1*- and it js ,„ on an is;a„
th*t Jackie fe i1 connoctiaU^ a»d
as "ever. WhiL much a ehiis/,n|r' 'or they '
nothing ",0St ch»o actors T toft
ab'e little rnann ,™UCh 83 '"^fcr P*'3"* of tt
chiW„k6 se^K"' Ja^ " S E H £
-My Boy is no. • /'s a b,t ol
are m«y thi ° ' anco'^<}y. ■„„ , »-hort slot,
'augh. I; ,'. ss ln 't to m .k,. v- role of ;l
Mr. J,.!-.-",.? motional dS£jS/«»
lL Tfl<- ^aft ens f T Wc" h» SoS,irta !°
^re, and for »oU, smlJte ^ I»M»
FIRST NATIONAL
ATTRACTION
Sol Lesser presents
JACKIE COOGAN
"MY BOY"
Directed bv Victor Heerman and Albert Austin
One of the Big Money Makers of the Year!
^There'll be a Franchise everywhere
April 15. 1922
EXHIBITORS HERALD
33
"It's a Great Business Getter!"
"°« ......
***** »
- ■ a. _
Exhibitor says Grown-ups enjoy it
even more than children
ALB^y STo " — „
"°rp.
Speaking of
MARSHALL NEILAN'S
Big production adapted from Booth Tarkington's
celebrated book and play, with
FRECKLES BARRY
as Penrod; Co-directed by Marshall Xeilan and Frank O'Connor;
Scenario by Lucita Squier; Photographed by David Kesson.
A First National Attraction
34
EXHIBITORS HERALD
April 15, 1922
Now Listen! Let the
ExhibitorTellYou!
CALLS IT WONDERFUL
Patrons thought it wonderful. Broke every
attendance record for a Constance Talmadge
picture. Box-office business big. — Harry Watts,
Strand Theatre, Omaha, Neb.
BUSINESS VERY BIG
Business was big all week. Two days especially
big. Audience delighted. — Jay Dundas, Strand
Theatre, Sioux Falls, S. D.
BIG— EXCELLENT
Big attendance, excellent business. Audience
liked it thoroughly. — W . E. Dunbar, Riviera
Theatre, Knoxville, Tenn.
GOOD BUSINESS
Audience liked it very much, good business/ —
Gus Metzger, Rivoli Theatre, Portland, Ore.
EVERYONE LIKED IT
Audiences thoroughly enjoyed the picture. —
C. A. Niggemeyer, Shnbert Theatre, Milzvaukee,
Wis.
Joseph M. Schenck presents
CONSTANCE
TALMADGE
in 7 reels of joy and laughter
by John Emerson-Anita Loos
66
^ y i i ' > tf 'iiii i j i i i v. i i i i i i i t i i j \ ' \ i <
Polly of the Follies"
Photographed by Roy Hunt
Technical Directors, Willard M. Reineck and Lawrence Hitt
A First National Attraction
there'll be a Franchise every where
llMJiilNlJuj
MARTIN J. QUIGLEY
Publisher & Editor
* ISSUE OF *
April 15, 1922
Mr. Hays — Friend or Enemy?
By MARTIN J. QUIGLEY
We are of the opinion that thousands of
forward-looking exhibitors throughout Amer-
ica are unwilling to accept the implication that
simply because Mr. Will H. Hays was selected
and retained by a group of producers and dis-
tributors that he will either be prevented by his
principals or that he will be unwilling person-
ally to lend a hand in the accomplishment of re-
forms that will redound to the benefit of theatre
owners.
We do not regard as either appropriate or
logical the insinuation that the Hays' program
is something to be looked at askance or actually
feared by exhibitors; further, we cannot but
hold as irrational and uncalled for the subter-
ranean campaign that has been launched to rep-
resent Mr. Hays as aiming for the embarrass-
ment if not the enslavement of the theatre
owner.
Because of Mr. Hays' demonstrated ability,
because of his reputation as a man and as a
prominent and important figure in the public
life of this nation during recent years, we feel
warranted in assuming the integrity of his
declarations and that he is not permitting him-
self to be used as a catspaw by predatory in-
terests which are opposed to the advancement
of the exhibitor's welfare.
We think we are not going too far when
we credit Mr. Hays with a realization that
nothing whatsoever could be accomplished
were he to attempt to thwart the aspirations
of the all-important exhibiting branch of this
industry.
* * *
Hence, we view as patently questionable
the drawing of the lines of battle against Mr.
Hays as indicated in the current issue of the
official bulletin of the Motion Picture Theatre
Owners of America which prints several items
which are obviously calculated to cast adverse
reflections upon Mr. Hays and to inhibit the
work he has undertaken.
We plead here and now for a square deal
for the Hays' program, not on account of Mr.
Hays, to whom the industry as yet owes noth-
ing, but to whom a great opportunity has been
given, because at this stage of the development
of the motion picture business nothing more
reckless, foolhardy or illogical could be under-
taken than to permit this industry to be cut
adrift from the great possible advantages of
the Hays' program.
Directly involved in these possible advan-
tages, we submit, there are many questions, the
solution of which will mean greater prestige,
greater opportunity and greater profit for the
exhibitor. Shall these possible advantages be
sacrificed for no better reason than a jealous ap-
prehension that Mr. Hays may become a con-
structive power in the industry to the
disadvantage of demi-gods who thrive on de-
struction and dissension?
We feel that the situation is one which in-
vites thought but affords no grounds for alarm.
The exhibitors of America, having passed
through the crucible of experience with the many
and great unsolved problems affecting their
business, are not going to be led into any snap
judgment as to what their position should be
on the Hays' program. We do not ask and we
would not suggest that the exhibitors of Amer-
ica tie themselves to any program which is not
under their immediate control and supervision,
yet nothing could be more absurd than for them
to shut the door against the representation,
counsel and co-operation of a man of the repu-
tation, demonstrated ability and enviable public
record of Mr. Hays — and we assert that the
fact alone that Mr. Hays has been retained by
producers and distributors does not preclude his
fair, just and intelligent viewpoint on any mat-
ter affecting any person or group within the
confines of the industry.
A case, gentlemen, for more commonsense
and less politics.
36
EXHIBITORS HERALD
April 15, 1922
-MARTIN J. QUIGLEY
PUBLISHER/ &> EDITOR
Published every Wednesday by Martin J.
Qulgley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois. (Tele-
phone: Harrison 9248-9249.)
Nov York Office: 1476 Broad way. (Tele-
phone: Bryant 1368 and Bryant 5111.)
Los Angeles Office: 453 South Spring St..
(Telephone 660-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Bights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV April 15, 1922 No. 16
Piracy and Pictures
Many of the greatest stories for mo-
tion picture purposes are to be found
among books which are not protected
by copyright and may be produced by
anyone with great or meagre facilities.
Among these stories there are some
that have been given inadequate pro-
duction in the earlier days of the in-
dustry.
This situation presents an acute
problem which waits upon exhibitors
for solution.
A particular case in point has been
raised by Mr. Thomas H. Ince. At
the Ince studios Mr. Maurice Tourneur
has produced an elaborate version of
"Lorna Doone" — a story acknowledged
as one of the greatest ever written in
the English language. This story is in
the classification of novels upon which
there is no copyright protection; it
may be produced anytime by anyone
OP BPEC1 IX INTEREST
Ince in \ni Warning Against Ex-
hibiting "Leech." Films 38
Radio at Klnema Broadcasts Appeal
for Tolerance 42
\ i:\vs of Tin: \\ i :i :k
^i-\ni Mute \ HNiM'ia t ion* Meet This
Week and Next 37
old Pictures Double EUalto xttend-
nnre In Week's Bun 39
National tssoclntlon falls Past
year Must Successful 40
Walters on it. Rothacker win iiulld
Laboratory In t'niiada 40
E&xhibl tors mid Efix changes tinericd
on llcnlnl Prices 41
B-C Denies Adoption of New Plan
for Distributing Product 41
Virginia Names IVnsor llody; < urns
Power of Ohio Hoard 43
with the essential camera and a few
actors.
Also, upon the appearance of such a
pretentious production as Mr. Ince de-
scribes the Tourneur work old copies
of the same subject may be revived to
go out into the market and compete
against the new version. The producer
of the new version is without recourse
against the heavy losses he may suffer
in such a circumstance unless he re-
ceives the exhibitor's cooperation. And
if he does not receive the exhibitor's
cooperation each instance of the kind
will stand out in the producer's mind
as a formidable argument against un-
dertaking the production of such a
story. .
As a plain business proposition the
exhibitor cannot afford to discourage
the production in adequate form of the
many classic stories that are without
copyright protection.
* * *
Revivals
Considerable light on the subject of
longer exhibition life for good pictures
is afforded in the experiment, con-
ducted last week at a Broadway thea-
tre, in which a number of successful
pictures of the past were brought back
for the week's program.
We are informed that the business
of the week exceeded substantially re-
cent averages. And this was in a dis-
trict where each of the pictures had
previously received long runs. What
would have been the result if these pic-
tures, even though old, had never been
previously shown in the district? Cer-
tainly, even the good business of the
week would have been better.
Another fact in this connection
which is of pertinent interest to the ex-
hibitor is that the program of old
subjects afforded the house manage-
ment a substantial saving over the cost
of even a mediocre subject of recent
production.
Giving good pictures longer exhibi-
tion life is a short-cut to immediate
profit for both exhibitor and producer.
New York ExhlMtOTS to Hold
Love Feast on April 20 51
Two Men Being Considered as Kan-
sas League Manager 51
DEPARTM r.XTS
Pictorial Scclion 45
The Week in New York 50
Honey Making Ideas 52
The Theatre 53
New spiel ii res 61
Itevlews 63
Willi the Procession In Los Angeles 66
Public Itlghts Lengue 67
Letters from Benders 76
Topics of the Day 76
What the Picture Did for Me 77
Traveling Through Missouri 86
Theatre Equipment 87
Chicago Trade Events 94
Guide to t orrent Pictures 96
Re -Takes
J. R. M.
Amelia Bingham, the actress, urges
corsets for men. Well, if we looked like
Amelia, we'd be for them.
* * *
See where a movie villain's wife got a
divorce on the grounds of "extreme
cruelty." That shows the mistake some
men make taking their work too seriously
or taking it home.
* * *
See also in the newspapers where
they're going to . run autos by wireless.
At that they can't be any more deadly
than the old fashioned kind.
* * *
Lesson in Geography
The Eastern Film Corporation doesn't
want anybody to get the idea that "The
Rubaiyat" is an Arabian picture — like the
recent run of "Sheik" pictures. It's
Persian, and hastens to explain that there
is as much difference between Persia and
Arabia as — well as Turkish Trophies and
Piedmonts — because Persia is in Asia,
and Arabia is in Africa.
* * *
Subtle Stuff
I think the prize subtitle of the week is
this: "Jerry Bla-blah a man-about-town,
had a doubtful reputation, if there was
anj'- doubt about it." — A Broadway Pea-
cock.
* * *
Interesting
Under the head "Did you know that — "
we read this interesting piece of news
sent out by a West coast publicity bu-
reau:
"Director R. A. Walsh sometimes films
an entire story without scenario or con-
tinuity."
Another one from the same source
says:
"Harry Myers was the originator of
the art titles in films."
Harry's got a lot to answer for.
* * *
Hurrah for William Fox
We for one are glad of Mr. Fox's de-
cision to refuse to photograph baseball
players this summer. One look at those
Apollo shapes and handsome mugs and
it's enough to last through several sea-
sons, and we saw enough of them last
vear.
* * *
Dinner's on the Fritz
That Old Timers Dinner has been post-
poned again. Waiting for the O. T. to
mature. Fritz?
* * *
Walthill's an old tinier. He can re-
member when Lillian Gish's name didn't
appear on the cast atall, atall.
* * *•
W'at's Matter With 'Em
They say the new silver dollars won't
stack. The one we have stacks O. K.
* * *
Mickey's Latest
Matt Moore and Lcatrice Joy irt
Marshall Ncilan's next picture "Her
Man" appear in small town make-up with
moles on their checks, according to the
truthful Pete Smith, and in rehearsing
the scene Neilan said to Moore:
"Now Matt, here's where you tell her,
'here you are my little mole-mate.' "
Thus do press agents and their bosses-
while away the hours.
IN THIS ISSUE
April 15, 1922
EXHIBITORS HERALD
37
Censorship Repeal May
Be Plank in Platform
of Democrats in N. Y.
(Special to Exhibitors Herald)
NEW YORK, April 4— Herbert C. Pel!.
Jr., chairman of the Democratic State
Committee, has issued a statement to the
effect that the state election campaign this
fall will be conducted with personal lib-
erty as the dominant issue.
In elaborating on his statement Mr.
Pell said that undoubtedly the platform
would embody a pledge looking to the
repeal of the motion picture censorship
law as opposed to the idea of personal
liberty. "We oppose motion picture cen-
sorship on exactly the same grounds that
we oppose censorship of the press," he
explained. "Xot one word can be said
in favor of censorship of motion pic-
tures that cannot be said with equal
force in favor of censorship of the press.
There is ample provision in the law to
prevent the presentation of immoral pic-
tures or pictures shocking to the sense of
decency, just as there are laws dealing
with libel."
Film Made Dominant
At Kinema Theatre;
Cut Admission Price
(Special to Exhibitors Herald)
LOS ANGELES, April 4.— The pic-
ture is "the thing." This is the idea
adopted by West Coast Theatres, Inc.,
officials of which will inaugurate a radical
change in the program of the Kinema
theatre.
Admission pricts will be sharply re-
duced, and films will be the paramount at-
traction in the future. It has been found
that symphony orchestras, vaudeville,
skits and other stage stunts have run up
the cost of the show, subsidizing the pic-
ture, which, executives of the company
believe, is what the public is primarily
interested in.
With the program stripped of all its in-
cidental attributes greater emphasis will
be laid on the quality of the pictures pro-
jected. Music will be furnished by a
huge pipe-organ.
Free Films Refused
To Virginia Theatres
(Special to Exhibitors Herald)
NEW YORK, April 4.— The N. A. M.
P. I. has voted down a request of Wash-
ington exchange managers to be permit-
ted to give free film service on "go 4o
theatre" day planned by the M. P. T. O.
of Virginia, April 19th. A certain per-
centage was to have been turned over to
the Virginia organization for state de-
fense work.
No action was taken on the matter of
booths at the exhibitors' convention, it
being regarded as a matter for each in-
dividual company to decide.
Radio Music Will
Supplant Orchestra
(Special to Exhibitors Herald)
DES MOINES, IA., April 4. — A wire-
less receiving station is being installed
in a theatre here.
According to B. F. Elbert, manager of
the house, the wireless music will be pro-
vided his patrons as a substitute for the
regular orchestra.
Seven State Associations
Meet This Week and Next
Steffes Up for Re-election — Rental Prices, Church
Competition, Blue Laws and Other Subjects
To Be Considered at Conventions
Aside from the national convention to be held in Washington on May
8 to 12 at the New Willard hotel, there is nothing looked forward to with
such interest at this time as the state gatherings, seven of which are
scheduled for this week and next. Seldom have the state organizations
been confronted with so many problems as at this time, which undoubt-
edly is responsible in a measure for the interest created.
Exhibitor bodies meeting this week are: Florida at Daytona, April 3; Illi-
nois at the Hotel Sherman in Chicago, April 4 and. 5; Missouri at Statler hotel in
St. Louis, April 5 and 6 and Indiana at Indianapolis, April 5 and 6. Next week:
Western Pennsylvania at Pittsburgh, April 10, 11 and 12; Minnesota at Minne-
apolis, April 10, 11 and 12 and West Virginia at Parkersburg, April 11.
Several Propositions to Be Offered Exhibitors
It appears from early reports that the film rental question will be
given first consideration at a majority of the meetings. Although nothing
definite has been reported, it is understood that a number of organizations
have film propositions to decide upon. Especially is this true of Minne-
sota, the league having requested every exhibitor to hold the month of
May open.
President W. A. Steffes' letter to the-
atre owners reads: "Do not book any
pictures from any distributor or releas-
ing: company for
the month of
May, but wait
until you come
to the conven-
tion. If you
have already set
in pictures for
the month of
May, cancel
them. We can-
not outline in
our letter the
plan we have in
mind, therefore
it is absolutely
_, . . essential that you
Charles T. Sears . v,__j „«.
be on hand at
the convention to hear all the details.
Missouri has outlined a very compre-
hensive program. Among the import-
ant subjects for consideration will be:
Lower film rent-
als,
non-theatric-
al competition,
percentage sys-
tem, anti-motion
picture propa-
ganda, blue laws,
equity and fair
dealing within
industry, the the-
atre as a com-
munity center
and gaining the
good will of the
public.
Steffes Seeks
Re-election
The programs
of these two organizations give a fair
conception of the procedure of the re-
maining conventions. It is almost cer-
tain that film rentals will be given the
bulk of deliberation.
Little information has been forthcom-
ing which has any bearing upon the vari-
ous elections. The only official who has
announced his candidacy for re-election
is President Steffes of Minnesota. It is
probable that President Charles T. Sears
of Missouri will be given the vote of the
Missouri delegation. Although no names
have been offered as presidential timber
in Illinois, it is almost certain that L. M.
Rubens, now traveling abroad, will re-
tire.
Will Choose Delegates
As to Indiana, West Virginia, Florida
and Western Pennsylvania, the question
is problematical. Both F. C. Smoot of
West Virginia and Jerome Casper of
Pittsburgh have served as chief execu-
tives of their respective organizations
since their inception but a few months
ago.
It is expected that the election of offi-
cers in Minnesota will revolve itself into
a bitter fight. Previous to Mr. Steffes'
announcement, it had been understood
that Joe Friedman of the Tower theatre
in St. Paul would enter the race. From
authentic sources it is learned that Mr.
Friedman has quite a number of the
exhibitors of the state advocating his
election.
Some Opposition Apparent
While it is known that there is some
opposition to the re-election of Steffes,
exhibitors have been reticent in discuss-
ing the question.
Delegates for the national convention
will be chosen at the present conventions,
else the presidents will be instructed to
appoint them. The latter course was
decided upon at the Kansas conclave
last week.
G. G. Schmidt
Hollywood Follies
Set for April 22
(Special to Exhibitors Herald)
LOS ANGELES, April 4.— April 22
has been chosen as the date for the
Hollywood Follies to be given at Phil-
harmonic auditorium by the Screen Writ-
ers' Guild. Famous stars will participate.
A. Cohn and Waldemar Young wrote
the piece.
Max Callicott Dead
(Special to Exhibitors Herald)
LOS ANGELES, April 4.— Max Calli-
cott, well-known theatreman, brother of
Jack Callicott, died suddenly from heart
attack on Friday. '
38
EXHIBITORS HERALD
April: 15, 1922
REGINALD DENNY and support in one of the dramatic moments from "Round
Four" of "The Leather Pushers," which Universal is distributing.
Ince m New Warning Against
Exhibiting "Leech" Films
Informs Publisher That He Understands Inferior Editions
Of " Lorna Doone" Will Be Marketed
THOMAS H. INCE, who recently appealed to the industry to "save the
motion picture from another black eye" by fighting the "leech" picture,
has made that warning more emphatic in a letter to Martin J. Quigley,
publisher and editor of Exhibitors Herald. In his communication, which
deals specifically with a forthcoming production, Mr. Ince writes :
kk"rVTR- MAURICE TOURNEUR has
-I very nearly completed, at my
studios in Culver City, a magnificent pic-
turization of 'Lorna Doone.'
"This production has been created with
all the skill of Mr. Tourneur, and there
has been spent upon it all the money that
was necessary to faithfully bring to the
screen this classic of English literature.
* * *
"I am informed from creditable sources
that there are in existence several other
editions of 'Lorna Doone,' including one
very inferior importation, and that these
other editions are being held in abeyance
awaiting the release of Mr. Tourneur's
picture, so that they can be exploited
upon whatever success it attains.
"I am sure that you appreciate as much
as anyone, the desirability for bringing
to the screen the best stories of the
world's libraries, and you are familiar
with the inadequacy of legislation for the
protection of these works when they are
converted into pictures.
"The condition which exists will cer-
tainly discourage the legitimate producer
from filming the classics unless our in-
dustry docs devise some means of com-
bating this brand of piracy.
* * *
"The evil of 'leech pictures' has been
increased by the resumption of production
in Europe on a large scale, and while I
fed that no American producer of stand-
ing fears the competition of foreign made
pictures, he certainly cannot face calmly
the unfair competition of pictures which
arc imported solely for exploitation upon
American successes.
"I understand that your policy has
been to discourage this form of piracy,
and speaking particularly for Mr. Tour-
neur, as well as for other reputable pro-
ducers, I trust that we will have your
support in event an attempt is made to
force an inferior version of 'Lorna Doone'
upon the public.
"It seems to me that the exhibitor by
booking pictures of this kind for such
purposes is undermining the thing he
most needs, the confidence of his public,
and certainly the motion picture industry
can ill afford to deliberately invite an-
other black eye."
Salesman
Braves Women
It would seem from the recent
experiences of James J. Byrne, who
is covering Maine for First Na-
tional, that to be an alert salesman
a person must be prepared at a
minute's notice to mount the ros-
trum and tell the world — and more
especially the women — about mo-
tion pictures.
In the course of a single day at
Bangor, Me., recently, Byrne was
called upon to address three
women's clubs. He confined his
talks to Thomas H. Ince's produc-
tion, "Hail the Woman." Needless
to say, Byrne and "Hail the
Woman" received ample space in
the local dailies.
Grauman Will Open
Two Houses in June
New Metropolitan to Seat
4,400; Estimate Cost
At $3,000,000
(Special to Exhibitors Herald)
LOS ANGELES, April 4.— June 1922
will see the opening of Sid Grauman's
two new Southern California houses, the
Three Million Dollar Grauman Metro-
politan theatre and the Grauman Holly-
wood theatre. June 30th is tentatively set
as the opening day of the Metropolitan
Lobbies to Accomodate 3,5C0
An entire building situated on Broad-
way directly behind the Metropolitan on
Sixth and Hill has been purchased and
will be razed to be replaced by another
entrance to the Metropolitan. On both
sides of this Broadway entrance an ar-
cade of stores will be built making three
entrances in all.
The main entrance on Hill street will
accomodate 1,500 people; the Sixth street
foyer will accomodate 1,000 and the new
Broadway entrance will hold 1,000, mak-
ing a lobby capacity of 3,500, while the
theatre proper will accomodate 4,400.
Hollywood Opens June 1
The arcade of stores which will border
the Broadwny foyer will represent mod-
ern architectural triumphs. By buying
the Broadway building Grauman covers
at least one-third of one of the most valu-
able city blocks.
The interior decorators are completing
the Grauman Hollywood theatre, which
may open June 1. A giant Wurlitzer
is being installed. The Egyptian style
of architecture predominates.
No Music in St. Louis
Theatres Unless Wages
Are Cut Is Ultimatum
(Special to Exhibitors Herald)
ST. LOUIS, MO., April 4.— Following
a meeting of theatre owners and repre-
sentatives of the musicians held March
31 an ultimatum has been served on St.
Louis musicians that unless they consent
to a 30 per cent wage cut and a more
liberal working agreement St. Louis the-
atres will do without music after April
30.
Motion picture, vaudeville and dramatic
houses are all included in the demand
that musicians accept the cut. The vau-
deville and dramatic houses that have
contracts covering all the present season
will not renew agreements unless the
wage reductions suggested are put into
effect, the players have been told.
It is pointed out that 75 per cent of
the theatres arc operating at a loss and
that receipts have been practically cut in
half since May 1, 1921, when the existing
agreement was signed.
Re-elect Directors
Of Famous Players
(Special to Exhibitors Herald)
NEW YORK, April 4.— Jules E. Bru-
latour, Cecil B. DeMille, Daniel F roll man,
Albert A. Kaufman and Sidney R. Kent
were re-elected directors of Famous
Players-Lasky Corporation at the annual
meeting last week.
The following were elected to the
finance committee: Frederic G. Lee,
Gayer B. Dominick, Maurice Wertheim,
Theodore F. Whitmarsh and Adolph
Zukor.
April 15, 1922
EXHIBITORS HERALD
39
Old Pictures Double Rialto
Attendance in Week's Run
Experiment Bears Out Contention Made in Quigley
Editorial, "Longer Exhibition Life" — Other
Theatre Men May Adopt Plan
(Special to Exhibitors Herald)
NEW YORK, April 4. — That good pictures are good attractions, re-
gardless of the fact that they are not new, was proven conclusively by an
experiment made last week by Hugo Riesenfeld at the Rialto theatre. In-
stead of booking a new attraction for a week's run. as is customary, he
selected seven good pictures, the youngest being more than a year and
a half old, and gave them one day's showing each.
Experiment Brings Big Increase in Receipts
The result was that the Rialto theatre did a week's business at least
50 per cent greater than its average. This bears out the contention made
in an editorial in the Exhibitors Herald of March 25, under the title of
"Longer Exhibition Life." Particularly apropos to the matter is the
following excerpt from that editorial :
"On the shelves of the distributors here are hundreds of proven box
office attractions which are producing nothing for the owners but if they
are again gotten into circulation they will mean satisfactory product for
thousands of theatres at materially less rentals than inferior new pictures
and they will become revivified as revenue producing assets for their
owners.''
Industry Wins
Fight in Senate
On High Tariff
(From HERALD'S Washington Bureau)
WASHINGTON, April 4.— The industry
is one step nearer victory on the film tariff
question as the result of a decision reached
here today by the Senate finance committee
on the following tariff provisions :
Raw stock, one-half cent per foot.
Negatives (exposed but not developed),
two cents per foot.
Negatives (exposed and developed),
three cents per foot.
Positive prints, one cent per foot.
If the Senate committee's decision be-
comes law the industry will have obtained
with respect to the tax on motion pictures,
both in negative and in positive form, prac-
tically what it has requested. The effort to
impose a heavy tariff on foreign films, based
on a valuation plan, apparently has been
abandoned and with it goes the apprehen-
sion of American producers concerning a
possible retaliatory tariff in foreign coun-
tries.
The raw stock tax at one-half cent per
foot is somewhat higher than was expected.
Revenue Ruling to
Save Thousands on
Film Contract Tax
(From HERALD'S Washington Bureau)
W ASHINGTON", D. C, April 4.— The
Bureau of Internal Revenue has ruled that
contracts for films made in 1921 for ex-
hibitions this year, 1922, and on which de-
posits have been made are not subject to
the film tax of five percent, provided films
were not exhibited or balance of contract
paid until after January 1 of this year.
If the payment was made last year, tax
applies but if such contract was cancelled
and money returned to exhibitor, tax payer
may claim refund.
The matter was taken before the bureau
by Jack S. Connelly, Washington repre-
sentative of the National Association of the
Motion Picture Industry', in order to set-
tle authority of collectors to demand pay-
ment of tax on such contracts.
National Indorsers of
Photoplays Establish
Home in Indianapolis
(Special to Exhibitors Herald)
INDIANAPOLIS. IND.. April 4 —
This city is to be the headquarters for
the National Indorsers of Photoplays
which has filed articles of incorporation
with the secretary of state. Mrs. David
Ross, who is president of the Indiana or-
ganization of photoplay indorsers, has
been elected president of the national
organization.
Other officers elected for the national organi-
zation are: Vice-presidents the Rev. M. C.
Pearson. Detroit; Mrs. Robbins Oilman, Minne-
apolis; Mrs. M. K. Merriman. Xew York: Mrs.
H. E. Robbins and Mrs. S. E. Perkins. Indian-
apolis; Mrs. Grant C. Markle. Winchester.
Directors. Mrs. Fred Lucas, Greencastle; E. U.
Graff, superintendent of schools of Indianapolis;
Dr. Edna Hatfield Edmondson, Bloomington.
Recording secretary. Mrs. Fred Pettijohn.
Indianapolis. Treasurer, Mrs. O. C. Lukenbill.
Indianapolis. Organizer. Mrs. Curtis Hodges,
Indianapolis. Executive secretary. Miss Caroline
Goodheart, Indianapolis.
The Indiana indorsers form the only
state branch of the national organization
now in existence, but steps are to be
taken at once toward organizing other
states, the newly-elected officers say. The
purpose of the new organization is to
support the work of the Nat;onal Board
of Review and to promote good pictures.
The pictures chosen by Dr. Riesenfeld
for the trial are: "The Miracle Man."
"Dr. Jekyll and Mr. Hyde," "Madame
Butterfly." "Old Wives for New." "On
With the Dance," "Don't Change Your
Husband," "Behold My Wife" and "Male
and Female."
Youngest 18 Months Old
Of these, "Behold My Wife" is the
youngest and it was first shown about
eighteen months ago. The others range
from that age to three years.
Ordinarily the Rialto plays to approxi-
mately 25,000 people each week, with one
feature for the seven days. Last week
with the daily change of bill, using the
above-named pictures, the attendance
ran well over 40,000. Only the usual
amount of advertising was used during
the week in the newspapers. During the
week preceding, however, and a!! through
the week's showing, three-sheets were
put out in front and at the side of the
theatre announcing the week's bill. It
was noticeable that crowds gathered be-
fore these sheets, and many persons were
heard selecting the pictures they intended
seeing. — reminiscent of grand opera go-
ers selecting their favorite operas from
the bill boards.
Others May Make Test
The experiment at the Rialto was
watched with interest by many of the
large exhibitors in and about New York,
and that some of them intend profiting
by the experience is indicated by the fact
that the Strand, in Brooklyn, has an-
nounced a similar bill but with some
changes in the pictures for the week of
April 16.
At the Brooklyn house Manager Ed-
ward L. Hyman will show with daily
change "Dr. Jekyll and Mr. Hyde."
"Over the Hill," "The Inside of the Cup."
"The Sheik," "Humoresque." "Broken
Blossoms" and "The Three Musketeers."
Kent Issues Statement
"The record of these seven reissues at
the Rialto theatre." said S. R. Kent of
Paramount, "proves our contention that
release dates have nothing to do with the
merits of a picture. Thousands of people
had heard of these seven pictures through
the immense advertising they had re-
ceived immediately following their re-
lease. It is possible these people, when
the pictures were originally shown in
their communities, had failed to see them,
or, having seen them, wished to see them
again. At any event I think the success
of the seven reissues established the fact
that there are certain big pictures which
will be always good, whether they were
released last week or two years ago.
These are the classics of the motion pic-
ture business, their worth is established,
they are known to the public and they
will always be an attraction.
Can Get Films in Block
"That this view is entertained by
shrewd showmen is evidenced by the
large number of requests we are receiv-
ing to book this block of pictures into
the leading theatres all over the country.
The strength of the pictures as box office
attractions, added to the novelty of a
dailv change, has made these reissues a
particularly attractive buy. It is for the
small town exhibitor, however, that this
has an added strength. Small town ex-
hibitors who neglected to shew these pic-
tures when they were first released can
get them now in a block, at prices they
cannot ignore. These pictures are known
to their patrons, and in communities
where they have not been shown they are
just as new as if they were released yes-
terday."
Trade Journal Ads
Bring Quick Results,
States Pacific Head
In a letter to Pacific Film Company's
Eastern representative, Julius Singer, in-
structing the latter to prepare a trade
paper advertising schedule for the coming
year. President John J. Hayes said:
"You can tell the trade press editors
that Pacific's success 'bucking' the big
syndicates would have been a failure
without the advertising we have placed
in the various trade journals. If inde-
pendent distributors would only con-
centrate on trade paper advertising, in-
stead of wasting thousands of dollars
every week on postcards, form letters and
other mediums of publicity, results would
be more quickly noted."
40
EXHIBITORS HERALD
April 15, 1922
National Association Calls Past
Year Most Successful
High Spots of Activities Are Contained in Fifth Annual
Report of Various Committees
ACTIVITIES and accomplishments of the National Association of the
Motion Picture Industry are described in the fifth annual report of
the association just issued. According to the report the past twelve
months have been the most active and successful since the inception of
the body, as evidenced by the active spirit of cooperation by members on
numerous matters affecting the industry.
A MONG the outstanding accomplish-
■rl ments enumerated in the record is
the association's protest against the pro-
posed 30 per cent ad valorem tariff on
foreign motion picture films; its success-
ful campaign to relieve the industry of
the 5 per cent film rental tax; the adop-
tion of production standards promul-
gated by the Committee of Fifteen and
now used in every studio of its company
members; the Hoover drive in which the
industry was responsible for raising more
than $.'2,750,000 for European relief; de-
fense work through publicity and other
channels and active cooperation with ex-
change managers' associations through-
out the country.
* * *
In cooperation with the Eastman Ko-
dak Company many improvements in
exchange buildings have been made, in-
cluding the completion of two-story ex-
change buildings in fourteen key cities,
says the report.
The censorship situation throughout
the country is reviewed. In 37 states
legislation for screen control has been
introduced. In 34 of these the proposed
legislation failed of passage. Nearly 100
measures in all were introduced along
this line. The tour of President William
A. Brady in the interests of a free screen
is described by Chairman Gabriel L. Hess
of the Censorship Committee.
Charles C. Pettijohn, chairman of the
Legislative Committee, points out that a
constant vigil must be maintained by
the industry to combat the movement of
blue law advocates, despite the fact that
little progress has been made during the
past year. The success of the reformers
has been most apparent in small towns,
although on a minor scale.
Thirteen men were arrested during the
year on charges of film theft through the
instrumentality of the association's Film
Theft Committee, of which H. Minot Pit-
man is chairman. Many stolen films
were also recovered.
* * *
That the industry has been virtually
free from labor troubles during the year
is shown in the report of Major Tom
Evans of the Laboratory Section. Re-
ports of the chairman, J. E. Brulatour,
of the Fire Prevention Regulations and
Insurance Committee; P. H. Stilson,
Transportation Committee, and James R.
Quirk of the Vigilance Committee are
also included.
In the report Frederick H. Elliott, ex-
ecutive secretary of the association,
makes several recommendations, among
them the creation of a permanent Com-
mittee of Public Relations to foster closer
Rothacker to Build Canadian Plant
Toronto, Montreal and Ottazva Under Consideration as Sites
For Laboratory in Dominion
A Canadian link will soon be added to the Rothacker laboratory chain,
according to the plans of Watterson R. Rothacker. Toronto has been
selected tentatively as the site, although Montreal and Ottawa are being
considered. One of the big purposes of the Canadian plant will be to en-
able American distributors to send negatives to Canada for the laboratory-
ing of prints for the Dominion theatres and for export to other British
possessions.
Two weeks ago Mr. Rothacker dis-
patched A. L. Parker, publicity person of
Rothacker Enterprises, on a tour of
Eastern and Central Canada to make a
survey of conditions and particularly to
investigate tariff duties with respect to
the importation from the United States
of raw stock and developed negatives.
After prints for the American theatres
have been made from a negative it can
be sent up across the border and, ac-
cording to Mr. Rothacker's present in-
formation, a considerable saving can
thereby be effected in the export duties
now paid by United States distributors.
Before leaving for the Coast, Mr.
Kothacker said he had had the Can-
adian plant in mind for some time and
was now ready to start construction pro-
vided his representative's report was
favorable.
The Dominion laboratory would not
be so large as the Chicago or Holly-
wood plants, as there would not be the
volume of business there. However, it
is planned to make it big enough to
afford the Dominion picture industry the
same kind of prints service that the two
American plants are rendering.
A feature of the plant will be the em-
ployment exclusively of Canadian ex-
service men or the feminine relatives of
the boys who went "over there" — after
experts from the American Rothacker
organization had given the new organ-
ization the required training.
Mr. Rothacker will leave for Europe
this Spring in connection with the labor-
atory he is going to build in London.
cooperation bttween the industry and the
various women's organizations, such as
the Parent-Teachers' Associations, Moth-
ers' Congress and the several organiza-
tions of Photoplay Indorsers. Secretary
Elliott also recommends the appointment
of an Advisory Council, composed of the
chairman of each division and each na-
tional committee of the industry, each
member of this council being thoroughly
conversant with the various subjects that
arise in their specialized field, and would
naturally be in a position to give expert
advice at a moment's notice to the di-
recting head of the association.
Files $25,000 Suit
Against City Official
Exhibitor Charges Ulterior
Motive in Condemnation
Of His Theatre
(Special to Exhibitors Herald)
ST. LOUIS, MO., April 4.— Suits were
filed in the circuit court last week bv
James M. Drake, proprietor of the Eureka
theatre, 2001 East Obear avenue, for $25,-
000 damages against Director of Public
Safety McKelvey and for $5,000 against
Hector M. E. Pasmezoglu, owner of the
Congress, Delmar and Criterion theatres.
Drake alleges that on March 7 he was
manager of the Congress theatre, and that
McKelvey on that date in the lobby of
the theatre attacked, cursed, struck, shook
and abused him. The. suit against Pas-
mezoglu alleges breach of contract.
Had Improved Theatre
After he was discharged as manager
of the Congress, following the dispute
with McKelvey, Drake purchased the
Eureka. He had -spent $1,000 in improv-
ing the house when he charges McKelvey
issued an order closing it.
Engineers for the building department
reported that they found the place un-
safe and in a highly dangerous condition.
Claims Personal Grudge
Drake has charged that McKelvey
closed his theatre because of the ill
feeling toward him. McKelvey denies
that statement, saying he was not aware
that the house was owned by Drake
when the closing order was issued.
Theatre Closed
Pending Repairs
(Special to Exhibitors Herald)
ST. LOUIS, MO., April 4.— The Elite
theatre, a neighborhood house owned by
John Farr, was closed by Director of
Public Safety McKelvey today. Farr
will be permitted to reopen when he
makes repairs recommended by building
inspectors.
New Coogan Picture
Published on May 15
(Special to Exhibitors Herald)
NEW YORK, April 4.— Jackie Coogan's
new picture "Trouble," which went over big
at its Los Angeles premiere, will be pub-
lished nationally May 15. Irving Lesser to-
day announced that 125 prints would be
made. Complete announcement of distri-
bution plans arc to be made later.
Stephen T. King Dies
(Special to Exhibitors Herald)
NEW YORK, April 4.— Stephen T. King,
associated with Ernest Shipman for the
past twenty years, is dead at the New York
hospital following an operation for stomach
trouble. He was 57 years of age. The re-
mains will be cremated according to wishes
expressed before his death.
April 15, 1922
EXHIBITORS HERALD
41
Exhibitors and Exchanges
Queried on Rental Prices
Comprehensive Questionnaire Is Sent to Members
Of Michigan Association — Missouri Requests
Attitude of Distributing Companies
Reduced film rentals remain a much mooted question in organization
circles of the country. Questionnaires, their purposes and aims identical,
although one has been forwarded to exchanges while the other has gone
to exhibitors, have been mailed out by the M. P. T. O. organizations in
Missouri and Michigan.
The Missouri letter, somewhat less comprehensive in its bearing upon
rentals, deals with a subject upon which the Michigan questionnaire does
not touch — that of service to non-theatrical organizations.
Wish to Cooperate with All Exchanges
The attitude of the Michigan association toward the rental issue is
expressed in a letter received by the Herald from H. M. Richey, manager
of the state league. "In making this effort for lower film rental prices,"
writes Mr. Richey, "it is our idea to cooperate in every way possible with
film exchanges, for certainly it is not advantageous to them to have
exhibitors forced to close their doors because of the fact that their film
rental prices are very high and his business is very poor."
Shallenberger Back;
Is Truly Optimistic
Declares Exhibitor Is Now
Looking to Independents
For Big Pictures
(Special to Exhibitors Herald)
NEW YORK, April 4.— W. E. Shallen-
berger, president of the Arrow Film Cor-
poration, is back in New York after a
three weeks study of exhibition condi-
tions in the middle west. While the ex-
hibitor has not recovered from the blue-
ness which has pervaded his atmosphere
for some time past. Dr. Shallenberger
says business conditions are showing
some improvement.
Good Pictures Are Needed
"The thing the exhibitor is beginning
to realize," said the Arrow president, "is
that he must reduce operating expenses
and that he must, for his own salvation,
bring down his admission prices. In or-
der to do this he must have reduced
rentals. He now sees that he cannot con-
tinue to pay exorbitant prices for big
feature pictures and must get good pic-
tures at prices within his limit.
"His realization of these things is a
hopeful sign, and another hopeful sign is
that he is beginning to' learn that the
independent field is where he can get the
good pictures which will allow him to
conduct his business on a profit. The fu-
ture never looked brighter to the inde-
pendent distributor.
Exhibitors Turn to Independents
"The exhibitor is learning to know
that more good box office pictures are
to be had from the independent distribu-
tor than from any one of the big com-
panies. And unless he is tied down or
owned body and soul by the big com-
panies, he is commencing to look to the
independents for the pictures that will
make him the money he has got to have
to keep in the business."
Special Weeks May
Be Abandoned; Claim
Net Result Is Loss
(Special to Exhibitors Herald)
NEW YORK, April 4.— Anniversary
weeks of various film companies may h?
dropped from the sales schedules of dis-
tributing organizations next fall.
At a recent meeting of the N. A. M.
P. I., the general opinion voiced was that
drives of this nature disrupted bookings
to a large extent without bringing in com-
oensating benefit.
No official action to drop them was
taken, but those present predicted that
"special weeks" and "special months"
would be gradually discontinued.
Manager Sues Theatre
Company for $22,500
(Special to Exhibitors He/aid)
SOUTH BEND, IND., April 4.— Gus-
tav Berkman, former manager of the
Blackstone theatre here, has filed suit for
$22,500 against the theatre company.
This amount, he says, is due him on the
unfilled portion of his contract.
The contract was broken recently, he
avers, when Ezra Rhodes leased the the-
atre and Berkman was deposed as man-
ager. Berkman says his contract holds
until July, 1924, and calls for a salary
of $125 a week in addition to two per
cent of the theatre's net profits.
Continuing, he says: "I have tried to
make this blank absolutely fair for all
concerned and I believe that in this man-
ner we can find out which companies in
the opinion of the exhibitor have been
fair and which companies have been un-
fair, and can also determine the benefits
to be derived from specials rnd whether
or not they are a good thing for the box
office."
Twelve Questions Asked
The Michigan questionnaire, forwarded
to exhibitors, reads:
1. Are you operating at a loss? If so, to what
do you attribute the cause, and why?
2. Have you reduced other running expenses?
Be specific. Tell where. Also what salary, if
any, you are allowing yourself.
3. Have your film rentals increased or de-
creased during the present season? Give per-
centage.
4. What exchanges are selling you films at a
rental that you feel is fair, or at a price that
you can get a legitimate profit?
5. What exchanges have made no reductions
in price and are demanding prices that are ex-
cessive or causing you a loss?
6. Is competition in your neighborhood keep-
ing up the price of film rentals?
7. What, in your opinion, is the most effective
method of reducing film rentals, and are you
willing to cooperate with the Association to
reduce rentals?
8. Would you be willing to submit your books
and other facts and figures to an arbitration
committee of exhibitors in an effort to secure
livable rentals?
9. What has been your experience with so-
called "super" specials, etc.? Be specific with
name of picture, facts and figures.
10. Have you postponed giving play dates on
pictures because you could not afford to play
them at a loss? What exchanges?
11. With what exchanges have you unexpired
contracts ?
12. What stars have ceased to draw at your
theatre, making it impossible for you to play
them ?
Will Publish Replies
The following letter has been sent by
President Charles Sears of the M. P. T.
O. of Missouri to all exchange offices in
the state:
Your expression on the following proposition
will be appreciated. Your reply will be pub-
lished in our official bulletin, the "Exhibitors
Forum," so that all Missouri exhibitors will be
acquainted with your willingness to cooperate
with them for the good of all:
(A) Will you pledge your exchange against
the practice of booking film to non-theatrical
institutions in competition to regularly estab-
lished theatres?
Your attention is directed to the resolution
adopted at our last state convention condemn-
ing the practice.
(B) Are you willing to cooperate with our or-
ganization in the movement to secure equitable
film rental reductions for those theatres in your
territory establishing the necessity thereof?
Your reply will affect only your exchange.
Kindly reply immediately with a simple an-
swer, either "Yes" or "No." I am seeking
definite, straight-forward replies. Your co-
operation is solicited towards establishing as
the cardinal principles of our .elations, fair
dealing, honesty, harmony and good fellowship.
It is expected also that the question of
reduced rentals will be one of the most
important to be considered at the na-
tional convention at Washington in May.
R-C Pictures Denies Adoption of
New Plan in Distributing Product
The R-C Pictures corporation has issued a denial that P. A.
Powers, the new managing director of the company, is contemplating
a plan under which an interest in various R-C exchanges would be
sold to local parties in the various distributing centers. In the April
8 issue the HERALD reported that developments seemed to indicate
that such a plan was in contemplation.
It also is pointed out by R-C Pictures Corporation that Joseph
P. Kennedy, general manager of the Boston banking firm of Haydon,
Stone and company, is still a director of the corporation, contrary to
published report.
Thus far the only R-C exchange which has been disposed of in
part is the New York branch in which Charles R. Rogers, former gen-
eral sales manager of R-C, has become interested.
42
EXHIBITORS HERALD
April 15, 1922
Radio at Kinema Broadcasts
Appeal for Tolerance
Messages of Mayor Oyer, Colleen Moore, Sol Lesser and
A. L. Gore Carried 2,000 Miles
ANEW way of reaching the people with truths about Hollywood, the
motion picture industry and its people was inaugurated with the in-
stallation of a radio telephone station at the Kinema theatre, of the
West Coast Theatres Company, Los Angeles. The occasion was made a
momentous one with Colleen Moore, Mayor Cryer of Los Angeles, execu-
tives and stars of the film industry talking via the wireless to various parts
of the country.
X/TEXICO CITY, Honolulu, Denver,
^ -1 Seattle and other points within a
radius of 2,000 miles "listened in" as
Mayor Cryer spoke on the beauties of
Los Angeles and Colleen Moore defended
the industry. Following the first two
speakers were A. L. Gore, president, Sol
Lesser, vice-president of West Coast
Theatres Company, and Jack Retlaw, ad-
vertising director of the company.
* * *
The radio station worked perfectly.
Great crowds thronged the vicinity of the
theatre necessitating police handling.
In her talk into the instrument Miss
Moore said:
"Speaking of screen folks, I would like
to make an appeal to all of you and
that is that you give friendly thought to
the screen and its people. We're just
human like the rest of you, and I don't
think you would like to be considered a
malefactor if you were sincerely trying
to do some good in the world.
"I feel that certain newspapers are un-
fair when they indict an entire class of
people and their product indiscriminately,
just as I feel that fanatical agitation for
censorship is unfair. People who know
nothing of picture making sometimes
wreck the structure of an artistic screen
production by taking the scissors to
points in the story that are necessary to
the climax. Many times you see a pic-
ture and wonder why the story suddenly
seems to jump. Don't blame it on the
producer. Just remember that the censor
has had his little scissors out again.
"I am a member of the Independent
Screen Artists' Guild, which is composed
of about fifty of the leading independent
stars, directors, and producers, including
Charles Chaplin, Norma and Constance
Talmadge, Richard Barthelmess, Buster
Keaton, Katherine MacDonald, Hope
Hampton, Anita Stewart, Charles Ray,
Marshall Neilan, Thomas H. Ince and
many others.
* * *
"Through the kindness of Associated
First National Pictures, Inc., our pro-
ductions were shown two weeks ago in
their 3,500 theatres during First National
week. We challenge the censors of
America to find anything unclean or de-
moralizing in any of these pictures that
were shown. I know it will surprise you
to learn that we have not had a single
acceptance to this challenge. And we
promise you we will keep up the good
work.
"Those of you who know Hollywood
must certainly enjoy reading some of the
silly things that they say in the eastern
papers about that poor, sleepy old village.
I wish you could know, as I do, of the
dozens of happily married families among
the picture people and see some of their
cute little kiddies. Honestly, I don't see
why people rather say unkind and un-
f
true things about us instead of painting
us as we really are.
"But truly, Hollywood is full of the
kindest and most generous people I have
ever known."
Anything Is Possible
Says Robert Lieber
Godsol Is in Attendance at
First National Meeting
At Indianapolis
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., April 4.—
Following a meeting of eight of the
eleven directors of the Associated First
National Pictures, Inc., at the Hotel Lin-
coln in this city two days last week, Rob-
ert Lieber, president, said in reference to
a possible union of the First National
and Goldwyn interests: "Such a combin-
ation is possible because anything is
possible. If such a deal were to go
through it would involve a large amount
of capital."
Annual Meet April 20.
The First National directors will hold
their regular annual session at West
Baden, April 20. Only routine business
was transacted at the meeting here, Mr.
Lieber said. It was admitted that F. J.
Godsol, a representative of the Goldwyn
picture interests, was in attendance at
the meeting.
The directors of the First National who
attended the meeting were H. O.
Schwalbe, of Philadelphia, secretary-
treasurer; Fred Levy, Louisville; Sam
Katz, Chicago; E. R. Johnson, New York;
J. B. Clark, Pittsburgh; M. Mark, New
York, and W. H. Gordon, of Boston. J.
D. Williams, of New York, manager, was
also present.
Exhibitors Are Present
Exhibitors who are not officials of the
organization but who managed large in-
terests in the photoplay world, also were
present. They were M. Finkelstein and
J. H. Ruben, of Minneapolis; E. V. Rich-
ards, of New Orleans, and Spvrous
Skouras, of St. Louis.
Biggest Year Ahead
i For Educational Is
Hammons Prediction
(Special to Exhibitors Herald)
NEW YORK, April 4.— The program
outlined for the studios on the Pacific
Coast, contracts providing for certain
changes in the production schedules for
some of Educational's important comedy
series, together with the acquisition of
certain other pictures will make the sea-
son of 1922-1923 the biggest in the his-
tory of Educational Film Exchanges is
the word brought back from Los Angeles
by E. W. Hammons, president.
Mr. Hammon's return to New York
culminates a trip to the West Coast, dur-
ing which he visited numerous exchanges
en route.
Plans were perfected, it is stated, by Mr.
Hammons and the producers for a large
share of Educational's program for next
season.
COLLEEN MOORK broadcasts anti-reform message from new radio plant installed
by the Kinema theatre in Los Angeles. Mayor George E. Cryer listens in at
close range while Sol Lesser is an interested spectator.
Managers Contribute
$2,503 for Relief
(Special to Exhibitors Herald)
NEW YORK, April 4.— The F. I. L. M.
Club of New York City has contributed
$2,563.50 to the theatrical committee of
the New York campaign for Jewish war
sufferers.
April 15, 1922
EXHIBITORS HERALD
43
Exhibitor Is Jailed at
Reformer's Instigation
For Opening on Sunday
(Special to Exhibitors Herald)
WABASH, IND., April 4.— William
Dickson, manager of a motion picture
house here, was found guilty in police
court of operating his place of business
on Sunday. He was fined * 1 0 and costs.
His arrest was made at the request of a
;)aw and order league. It is expected that
all business will be suspended hereafter
o:i Sunday.
Fcr years opposition to Sunday shows
has prevented their opening. Dickson
announced some time ago that he pro-
posed to open his theatre on Sunday and
the Minouncement came as a surprise
?.r.d as an indication that a fight would
be but a matter of only a short time. The
Rev. Ira Dawes, president of the Min-
isterial Association, stated then that the
announcement of Sunday shows would
not go unchallenged by the minioters.
Mayor James Wilson at the same time
said he would not interfere with the Sun-
day opening. He expressed himself as
unopposed to Sunday movies if the pub-
lic indicated it favored them.
Appeals to Grand Jury
Against Participation
Of Juveniles in Show
(Special to Exhibitors Herald)
ST. LOUIS, MO., April 4.— Mrs. Alice
Curtice Moyer-Wing, industrial commis-
sioner for Missouri, who failed to con-
• vince Prosecuting Attorney Oakley that
he should issue warrants charging viola-
; tion of the child labor laws against
theatre managers who hold amateur com-
petitions for children is now seeking
grand jury action.
Several days ago Mrs. Moyer-Wing
conferred with Oakley and Judge Vital
( Garesche of the Court of Domestic Re-
lations. It was finally agreed to request
Circuit Judge Franklin Miller to include
the question in his charge to the new
grand jury.
Mrs. Moyer-Wing insists that the
amateur acts violate the child labor laws.
Her views have not proven very popular.
Mining Town Closed
Tight by W.C.T.U.
(Special to Exhibitors Herald)
, BRAZIL, IND., April 4.— Sunday blue
, laws are being rigidly enforced at the
, mining town of Staunton, west of this
city. A newly organized unit of the W.
C. T. U. recently started a campaign
which resulted in the stopping of public
card games.
The town board also has posted notices
l that all persons following their usual
avocations on Sunday will be arrested.
The confectioneries, drug stores and soda
fountains have been ordered closed on
Sundav.
Made Hodkinson Chief
At Washington Office
{Washington Bureau, Exhibitors Herald)
, WASHINGTON, D. C, April 4.— Har-
old A. Gillespie, formerly manager for
A. H. Fisher Features, Inc., has been en-
gaged as office manager of the W. W.
Hodkinson exchange in Washington. As
office manager he will work in association
with Branch Sales Manager Sam Gal-
anty.
Virginia Names Censor Body;
Curbs Power of Ohio Board
Buckeye State 's Chief Censor Bars Picture of Herself
From Pathe News — Advisory Board Is
Appointed By Governor
The motion picture industry of Virginia is now under the control of
censorship. On the other hand, the power of the censor board in Ohio
has been curbed through the appointment by Governor Davis of an advi-
sory board which will act as a court of review in all disputes.
Although the installation of a censorship board in Virginia somewhat
offsets the victory in Ohio, exhibitors and distributors in the Buckeye state
feel that the appointment of an advisory committee will relieve much of
the dissension which has been so prevalent during the past few weeks.
Reorganization Law Provides for Board
On the Ohio advisory board are: Mrs. W. H. Sharp, president of the
Ohio Federation of Women's Clubs; Joseph Schonthal, philanthropist, and
Robert H. Schryver, president of the Citizens' Trust and Savings bank.
All are from Columbus. Appointment of the board was in accordance
with provisions of the reorganization bill enacted last year.
Those chosen as members of the Vir- the power to bar from the screens any
criticism of legal regulation. It was this
angle of censorship which started the
squabble in Ohio.
gir.ia board arc: Evan R. Chesterman,
former dramatic critic; Mrs. Emma
Speed Sampson and Mr. Moncure.
Eliminates Own Picture
A phase of the Ohio tangle which
would have been humorous were it not
for the seriousness of the censorship situ-
ation in this country, was the elimination
by Mrs. Evalyn Snow, chief censor, of a
picture of herself from an issue of Pathe
News. Mrs. Snow's recent declaration
that the public is not fit to judge for itself
prompted the Pathe cameraman to get
the picture that was eliminated. Fol-
lowing is what the chief censor objected
to:
CAN AMERICANS THINK?
Mrs. Evalyn Snow, chief of Ohio Censor-
ship Board, who is quoted as saying, **75
per cent of the people never think at all.
The people are not fit to judge for them-
selves."
WHAT DO YOU THINK?
Immediately following publication of
the reel, S. C. Jacques of the Pathe office
in Cincinnati, received this order from
Mrs. Snow:
"Eliminate from every Pathe News,
No. 25, the falsehood regarding my al-
leged statements. Also take out my
photograph being used without author-
ization."
Serves Its Purpose
Regardless of the fact this scene was
cut from the Ohio prints of Pathe News,
they have been exhibited in other the-
atres throughout the country and un-
doubtedly will serve their purpose in
arousing the public to denounce legal
regulation.
Throughout the fight in Ohio the in-
dustry has had a strong ally in the press.
Undoubtedly the influence brought to
bear by the daily papers will give to Ohio
more sane censorship, if such is possible,
than it has had in the past.
May Take Legal Action
It is expected that legal action will
have to be taken to settle the question of
whether or not the censor in Ohio has
Coast Theatregoers
Hiss Censors Barring
Hart's"Travelin'On"
(Special to Exhibitors Herald)
LOS ANGELES, April 4.— Cinema
patrons hissed the local censorship board
when announcement was made on the
screen of the Pasadena theatre that Bill
Hart's picture, "Travelin' On," had been
prohibited and withdrawn by the local
censors. C. L. Langley of Turner, Dah-
ken & Langley, lessees of the theatre,
stated his belief that the public is opposed
to censorship in Pasadena, and intimated
that a campaign to repeal the act would
be instituted shortly.
Mrs. Beatrice George, chairman of the
local board, denounced the Hart film as a
"travesty on the Christian religion," and
charged that it held up to ridicule a
protestant clergyman, and was overfull
of profanity and drinking.
Cases are pending against two of
Turner, Dahken & Langley's theatre man-
agers for violations of the local censor-
ship orders.
Jack Johnson Film
Is Barred in Ohio
(Special to Exhibitors Herald)
COLUMBUS, O., April 4.— The film
entitled "For His Mother's Sake," which
features Jack Johnson, former world's
champion boxer, has been barred from
exhibition in Ohio, by officials of the
state motion picture censorship bureau.
The censorship body declares "it ex-
ploits Jack Johnson, who has been prose-
cuted by the federal authorities for white
slavery."
Neilan To Go Abroad
(Special to Exhibitors Herald)
LOS ANGELES, April 4.— Marshall
Neilan has applied for passports to travel
abroad. As yet he has made no definite
announcements of his plans.
44
EXHIBITORS HERALD
April 15, 1922
LADY DIANA MANNERS (in black dress) as "Lady Beatrice Fair" in a scene
from "The Glorious Adventure," a Blackton-Prizma picture, made by J. Stuart
Blackton in England, which comes to the Capitol theatre, New York, April 23.
It is the first natural color feature drama in the history of the screen.
Capitol Showing to Introduce
Non-f ringing" Color Film
Blackton Feature Produced With New Prizma Camera Will
Open in New York on April 23
WHEN the American premiere of "The Glorious Adventure" is held
at the Capitol theatre in New York on April 23, there will be intro-
duced in this country what is said to be the first product of a "non-
fringing" color camera.
The feature was produced in England by J. Stuart Blackton with Lady
Diana Manners in the starring role. Prizma, Inc.'s recently improved color
camera was used throughout the filming of the picture.
TT IS claimed for this camera, which
was made by William Van Doren
Kelley, that scenes of closeup rapid ac-
tion can be produced in natural colors
without incurring the destructive blur-
ring of colors owing to imperfect regis-
tration of the component images of the
two color process.
* » *
In the new camera the two colors
record simultaneously, instead of succes-
sively, thus making the red-orange and
the green-blue images of any phase of
the action identical. Many of the re-
viewers in London, where the picture has
had a successful presentation, hold that
there is a vast pain in realism through
the use of color in the feature.
There are those in the industry who
believe that there will be violent opposi-
tion and propaganda against the picture
for reactionary reasons. At present, the
production of dramas by the Prizma
process casts not less than twice as much
as production in black and white, it is said.
Although negative costs arc about the
same, the cost of prints is said to be
about eight times as much per linear
foot.
The picture will be handled in Canada
and the United States by The Glorious
Adventure. Inc., in which M. L. Malevin-
sky of O'Brien, Malevinsky & Driscoll.
attorneys representing Mr. Blackton, is
interested. Prizma also is an interested
party to the distribution negotiations. It
may be that the film will be roadshowed
through the key cities with an inde-
pendent distribution in the smaller cities
later.
* * »
S. L. Rothafel will present the picture
at the Capitol in seven reels. It was
brought to this country in eight, but
Katherine Hilliker and Captain Harry
Caldwell are engaged in re-editing and re-
titling it. It is expected that they will
give it a treatment more after the Ameri-
can manner.
Photographically the picture is said to
reach its high point in the fire of London
scenes in which melting lead pouring
down from the roofs of St. Paul's floods
a basement chamber where the villain
and the kidnapped lady have taken refuge
from the flames. Natural color comes
in for its own there, picturing the creep-
ing tide of molten metal with its edge
of licking flames, the fair heroine sur-
rounded by the volcanic flood. But just
before the gallery calls the fire depart-
ment she is rescued.
Pre- View for Film
(Special to Exhibitors Herald)
NEW YORK, April 4.— A pre-view
on the Owen Moore special "Reported
Missing" will be held at the Ritz Carl-
ton Hotel April 7, under the direction of
Myron Sclznick.
Schulberg to Share
Studios With Mayer
B. P. Schulberg, producer of Kath-
erine MacDonald pictures, will give up
his present studios and will take space in
the Louis B. Mayer studios at Los An-
geles, according to official announcement
from the coast.
The move has caused a number of con-
tradictory reports. The first announce-
ment from Preferred Pictures, Mr. Schul-
berg's organization, declared that Schul-
berg and Mayer would merge their in-
terests. This was denied by Paul Mooney,
eastern representative of Mayer. Later!
Preferred Pictures withdrew its original
announcement and stated that a second
announcement would be forthcoming.
Pacific Film Installs
Partial Payment Plan
(Special to Exhibitors Herald)
CULVER CITY, CAL., April 4.— To
assist independent exchanges in main-
taining what he calls "financial equi-
librium," John J. Hayes, president of
Pacific Film Company, producers and
distributors, has placed in effect a new
sales policy known as the "partial pay-
ment plan."
This plan differs widely from other
"easy payment" schemes, states Mr..
Hayes, in that it is not involved, nor is
it to be confounded with what is known
as the "percentage" plan of selling fea-
tures.
Battle With Robbers
Ends on Theatre Roof
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., April 4. — A
chase by policemen after two men who
had made unsuccessful attempts to cash
an American Express company check
stolen with other loot in a recent bank
robbery at Henryville, Ind., resulted in a
running gun battle that ended on the roof
of the Circle theatre.
The two men sought to escape by flee-
ing up fire escapes and over building
roofs in Monument Circle. A bullet from
a policeman's gun felled William rianson,
of Terre Haute, one of the men, on the
edge of the theatre roof.
Sunday Shows Lose
In Two Iowa Cities
(Special to Exhibitors Herald)
DES MOINES, IA.. April 4.— Sunday
motion pictures went down to defeat by
a small majority at Ames and New
Sharon, Iowa, in a recent election held.
Activities of women in the political af-
fairs of Iowa towns is believed to have
been instrumental in the election of two
of their number as mayors in different
cities, as well as the election of candidates
they indorsed.
Lesser and Rosenberg
Taking Larger Offices
I Special to Exhibitors Herald)
LOS ANGELES, April 4.— Irving M.
Lesser and Mike Rosenberg of Western
Pictures Exploitation Company an-
nounce that the company is now occu-
pying the entire second floor of the new
Paramount theatre at 5528 Santa Monica
boulevard. "Increasing business" and
the need for "greater facilities" made the
move necessary.
April 15. 1922
EXHIBITORS HERALD 45
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of April 15
Stories Told
by
the Camera
The best part of the homecoming is the welcome, says
Cecil B. DeMille, who has returned to the Lasky lot
from Europe. Left to right: Thomas Meighan, Jeanie
Macpherson, Lois Wilson, Mr. DeMille, Gloria Swanson
and Conrad Nagel.
Upper picture is New York group which attended pre-
miere of Warner Brothers' "Your Best Friend" at the
Stanton theatre, Philadelphia. Below, left to right:
Frank Buehler, Harry Rapf, producer; Harry M. Warner
and Jules Mastbaum, operating the Stanton.
WE ARE
NOT
GOING TO BE
MARR/e
"How about this engagement story?" asks Marshall Neilan of
Marjorie Daw and Johnny Harron, who were the young lovers in
the Neilan-First National picture, "Penrod." The two players are
denying the engagement, reported in papers throughout the coun-
try, by means of this sign.
"I'm too busy with organization activities to
think of politics," says Sydney S. Cohen, dis-
cussing rumors that he is in the field as a can-
didate to succeed himself as M. P. T. O. A.
president.
46
EXHIBITORS HERALD
April 15, 1922
Prominent in reorganization of Paramount1! ad-
vertising, publicity and exploitation departments.
Left to right: A. M. Botsford, advertising man-
ager; Charles E. McCarthy, publicity chief; and
Jerome Beatty, doing special work for sales de-
partment at the Lasky tudio.
Giovanne Martinelli (left), noted tenor with the Metropolitan
Opera Company, visits his friend, Dolores Cassinelli, at the
studio where she is now working under the direction of Tom
Terriss. Enjoying the visit also is Rod La Rocque (right), Miss
Cassinelli's leading man.
Ferdinand V. Luporini and members of company
which is making the latest James Oliver Curwood
production for distribution by Arrow Film Cor-
poration. No title has as yet been given this
Pine Tree feature.
AV' >s
3fc
Pauline Frederick is leaving the
screen, where she has appeared for
the last eight years, to return to
the stage under A. H. Woods' man-
agement.
William Desmond (center) made Indian chief. When the star of Metro's
"Fightin' Mad" appeared at Loew's vaudeville theatre in Montreal, where the
picture was being presented, six braves of the Cauhuawaga tribe of Iroquois
Indians conferred on him the title of Mani-kwa-to, meaning the Great Leader,
in a ceremony held back stage.
April 15, 1922
EXHIBITORS HERALD
47
Feedin' the cub is affording Mabel Nor-
mand apparent enjoyment. The cub ap-
pears with Miss Normand in her next Mack
Sennett picture, "Suzanna," which follows
her recent success, "Molly O." The star
goes abroad in July.
Commodore Blackton discusses action with Lady Diana Manners
during filming of "The Glorious Adventure" in Prizma colors. The
picture opens at the Capitol theatre, New York, on April 23. An
article dealing with the new Prizma "non-fringing" color camera
used in filming this picture is published on page 44.
H. C. Young (center) of National
Screen Service, and Roy B. Dick-
son and Floyd Lewis, National Ex-
change owners at St. Louis.
G. E. Akers (left), Paramount divi-
sion sales manager, and R. J. Mc-
Manus, new manager of company's
branch at St. Louis, Mo.
Jackie Coogan and "Queenie,** his
pal in "Trouble." The distribution
channel for this picture will be an-
nounced shortly.
48
EXHIBITORS HERALD
April 15, 1922
Scene from the William Fox
production, "Arabian Love,"
in which John Gilbert is pre-
sented as the featured player.
Betty Blythe and her Rus-
sian wolfhound, appearing in
Rex Beach's romance, "Fair
Lady," which is distributed
by United Artists.
Eugene O'Brien, who is leaving
Selznick with the completion of
his star series.
As Walter Hiers, Paramount comedian,
observes: "I have to brush up on my
work once in a while." And the porter
observes: "Ah cain't work foh no thin,'
Mr. Hiers."
A scene from Universal's "The
Leather Pushers," the short sub-
jects which have merited display
in the theatre lights. They are
from H. C. Witwer's stories.
Arthur N. Smallwood now secre-
tary-treasurer of American Re-
leasing Corporation, the new
Walter Greene-F. B. Warren firm.
Lester W. Adlcr has been named
branch manager of Associated Ex-
hibitors New York exchange by
President Arthur S. Kane.
Charles R. Rogers controls dis-
tribution of R-C pictures in New
York territory. R-C denies this
will be adopted throughout system.
\pri\ 15, 1922
EXHIBITORS HERALD
49
^lilm^jli rough
SmTin
Norma
tittirj^ 0i>nn
Souvenir edition of song used in
exploiting Norma Talmadge's
"Smilin' Through." (First Na-
tional).
Sixteen years in the industry is the
record of Carl Laemmle, with ten
years of that time spent in guiding
the destinies of Universal. These
two anniversaries are now being ob-
served.
- ' ' '
I if
"Bonanza" days of picture produc-
tion are over, says P. A. Powers
of R-C Pictures.
Billy West is featured come-
dian in new series of two-reel
comedies for C. B. C. Film
Sales Corporation.
A little "manipulation of the bones" to celebrate the shooting of the last scene
of "The Masquerader," Richard Walton Tully's first production for First Na-
tional. Guy Bates Post, star of the feature, is enjoying the game as much
(almost) as if he were participating.
50
EXHIBITORS HERALD
April 15, 1922
PUBLICITY as some "almost" press
agents see it, is truly a fearful and
wonderful thing. The cause of this cogita-
tion is a long screed labeled "publicity" and
"exclusive" which has just come to hand.
Two sheets of typewritten copy tells in
glowing terms and with many adjectives of
the wonderful abilities of a certain picture
theatre manager, in building up the busi-
ness of his house, and winds up with this
peroration :
"His daily advertising bills look more like
the total on a check for a dinner for two
at Childs than they do like the charges for
a theatre's advertising and publicity. Blank
knows how to get the business without
spending money to do so."
Inasmuch as he writes it himself about
himself, can't you just get a mental photo-
graph of him sitting in front of a mirror
and reading it to himself. And, of course,
publications which can sometimes be in-
duced to accept money in exchange for ad-
vertising space, are tickled to death to
print it.
And they killed men like Lincoln.
* ♦ ♦
Several members of the A. M. P. A. who
took part in the festivities attending the
"Naked Truth" dinner, have taken us to
task for failing to give credit where credit
is due in the matter of one of the best
features of the entertainment. All this was
brought about by our failure to state that
the young man who threw such a wicked
finger over the piano ivories was Victor
Nurnberg, of the Pacific Films Company.
All right, Vic, we here and now give you
double credit.
* * *
One of the above mentioned credits is
for the AM PA function. The other is on
a song which has just been accepted for
publication by one of the big music publish-
ing houses, the music being written by
Nurnberg with Herb Crooker dallying with
the lyrics. The music is what Herb Crooker
describes as an "Oriental foxtrot'' (what-
ever that is) and its title will be "The Isle
of Zorda," being named for the Pathe pic-
ture.
* * *
But to get back to that AMPA dinner;
while one of the old time films was being
shown, a picture magnate of the old vintage
of exhibitors, remarked:
"I used to charge people a nickel to see
pictures like that in my nickelodeon, but
now they make me pay ten bucks to peep
at them."
* * *
Every day we see or hear new indications
of the ubiquity of those censors. A bunch
of stills received a few days ago bore this
rubber stamp legend :
"Approved March 25. Motion picture
Commission. State of New York."
And that means that they are enforcing
the order issued a couple of weeks ago
that all advertising for exhibition purposes,
must be submitted to the censors.
* * *
Bill Leahy, the man who put Derby,
Conn., and Springfield, Mass., on the map.
has returned to his old love and is now
doing publicity. After serious study on
the subject of what is wrong with the
movies, Bill opened a free lance publicity
bureau, looking after the work of several
favored clients.
Ace Berry, after a season on the road
with Fanchon & Marco's "Sun-Kist" mus-
ical review, has joined the First National
exploitation forces, and from now on will
get his mail at Indianapolis.
* * *
Jesse Lasky is still commuting, being on
his way to New York from the coast on
another of his frequent visits. While here
the question of the reopening of the Long
Island City studio will be decided, and the
betting over at the Paramount shop is that
it will remain closed as far as productk.,
is concerned.
* * *
John Brownell, of Universal, has solved
the problem of pleasurable living during the
summer months. He has rented his home
at Mamaroneck to Jack Lloyd, of the
Griffith forces, and with Mrs. Brownell will
take up their abode in three tents on Ori-
enta beach. One tent is for living pur-
poses, one for cooking, and the third for the
family auto. And nearby will be anchored
the Brownell sloop, so it will be quite home-
like.
Major LaGuardia, having become legal
advisor of the Dolores Cassinelli Com-
pany, the A. M. P. A. can expect new out-
bursts of eloquence when the fiery little
orator has served his time in the indus-
try long enough to put in his application
for membership. They still tell, down at
the City Hall where the Major was presi-
dent of the Board of Aldermen, how the
news reporters would don asbestos earmuffs
whenever he started the fireworks.
* * *
Matt Taylor, for the past two years
connected with the editorial department of
the Motion Picture News, has joined Nat
Rothstein on the publicity staff of R-C
Pictures. His particular job is 1 looking
after the trade papers, and he has already
started looking.
* * *
Bert Adler stopped in town last week
long enough to attend the "Naked Truth"
dinner, confer with Arthur Friend at the
offices of Distinctive Pictures, and then hie
himself off to Washington.
* * *
Which brings to mind that Charlie
Hastings, once a familiar figure on the
trade papers, is reposing his robust figure
at the offices and studio of Distinctive Pic-
tures, where he handles studio publicity for
George Arliss.
* * *
The job of the motion picture censors is
not always conducive to happy thoughts.
One day last week Mr. Levenson and his
aids were taking the official look at Official
Urban Movie Chats No. 9, when the follow-
ing quotation from a speech of Rev. Thomas
Dixon, was thrown on the screen :
"Censorship is the vilest word in history.
It reeks with the memories of tyranny and
of blood. God has not yet made the man
wise enough to be clothed with the auto-
cratic power to strangle human thought."
No deletion was ordered.
i * * *
A conspicuous number of P. A. mothers-
in-law have already announced their pros-
pective funerals for the afternoon of April
12. Bill Yearsley says that nothing short
of a doctor's certificate or an undertaker's
bill will be accepted as an excuse for ab-
Notables to See
"Four Horsemen"
President Millerand, Marshal
Foch, Premier Poincare, American
Ambassador Robert T. Herrick,
and other distinguished members of
social and diplomatic circles of
France will be present at the
Vaudeville theatre in Paris when
Metro Pictures Corporation will
present the first European showing
of Rex Ingram's production of
"The Four Horsemen of the Apo-
calypse," the screen adaptation of
Vicente Blasco Ibanez's famous
novel.
The presentation will be under
the direction of Harry Cohen, for-
eign manager of Metro.
sence the day the baseball season opens in
New York.
* * *
Someone recalled to W alter Eberhart
the famous admonition of Harry Reichen-
bach addressed to every self respecting press
agent : "Try and get a salary that will
make you proud of your profession."
Quoth Walter : "Huh — try and get it."
John S. Spargo. '
Zukor's Radio Talk
Features Big Dance
Paramount Club Guests Are
Royally Entertained at
Anniversary Ball
(Special to Exhibitors Herald)
NEW YORK, April 4.— They've all
gone back to work at the Famous Play-
ers-Lasky home offices. The annual ball
of the Paramount Club is over. And it
was some ball, as about 1,200 persons who
attended would vote if put to a refer-
endum.
The annual party this year had special
significance as it marked the tenth anni-
versary of the organization of the com-
pany, and everyone from the highest
official down to the newest newcomer, set
himself, or herself as the case may be,
to make it memorable.
Zukor in Radio Talk
One of the features of the occasion was
the use of the radiophone for specchmak-
ing and for making music for the danc-
ers. A strong receiving set had been in-
stalled in the big ball room at the Hotel
Commodore, and Adolph Zukor, accom-
panied by an orchestra loaned for the
occasioned by Hugo Riesenfeld, journeyed
to the Westinghouse broadcasting station
at Newark. There Mr. Zukor made an ad-
dress which was heard not only by the
merryn;akers gathered at the Commo-
dore, but at many of the Famous Players
theatres throughout the country.
In his talk, Mr. Zukor told of his
trials and tribulations — now amusing in
the light of the expansion of the industry
— in organizing and establishing the com-
pany which now bears his name, and of
the events leading up to the making of
the first feature production.
Guests Enjoy Dancing
Following Mr. Zukor's speech the Ries-
enfeld orchestra played in Newark and
the guests of the Paramount Club danced
to the strains at the Commodore. After
the broadcasting a regularly installed or-
chestra in the ball room furnished the
music for the remainder of the dancing.
April 15, 1922
EXHIBITORS HERALD
51
William A. Landau
New York Exhibitors
To Hold Love Feast
Landau Wrests Presidency of
T. 0. C. C. From
Brandt
(Special to Exhibitors Herald)
NEW YORK, April 4.— Now thai the
rank and tile of the Theatre Owners
Chamber of Com-
merce have com-
menced to re-
cover from the
shock of having
the presidency of
the organization
wrested from
William Brandt,
the next thing on
tap is a big love
feast. This is to
take the form of
a testimonial din-
ner to the retir-
ing president. In-
cidentally t h e
occasion will
mark the installation of the newly elected
officials.
The love feast will take place at the
Ritz-Carlton on April 20, and many of
the prominent exhibitors who are inter-
ested in both the M. P. T. O. and the
T. O. C. C. are hoping that the strained
relations which have existed between
many members of the two organizations,
will be smoothed into harmony.
Election Is Surprise
The defeat of Mr. Brandt by William
A. Landau for the leadership of the T. O.
C. C, which was effected at the annual
meeting at the Hotel Astor last Tues-
day, came as a great surprise to all ex-
cept the Brandt opposition, which appar-
ently was exceptionally well organized.
So certain were the Brandt adherents of
victory that they wagered heavily, and ac-
cording to current rumor, lost between
$25,000 and $30,000 — much of it at odds of
jive to one.
The election was so close as to be
intensely exciting, difference of but six
votes separating Brandt and Landau
when the polling ceased. Landau having
seventy votes and Brandt sixty-four.
The Brandt advocates do not hesitate to
assert that the downfall of their candi-
date was made possible by the talk made
by Sydney Cohen during the election in
which he is said to have announced his
intention of voting for Mr. Landau, and
giving his reasons for so doing.
Officers Are Named
Following is the result of the balloting:
William Landau, president; Charles
Steiner, first vice president; J. Alton
Bradbury, second vice president; S. A.
Moross, secretary, and Hyman Rachmil.
treasurer. Executive committee: Loe
, Brecker and David Wcinstock, for Man-
hattan: Rudolph Sanders and Samuel
Sonin for Brooklyn; Bernard Edelhertz
for the Bronx, Hy Gainsboro for Queens:
Charles Moses for Richmond and Louis
F. Blumenthal and David Keizerstein for
New Jersey. The finance committee is as
follows: Max Barr, Samuel Peyser and
Samuel Sonin.
Two Men Being Considered
As Kansas League Manager
M. Van Praag Makes Public Resolution Condemning
United Artists for Attitude on Supplying
Service to Schools and Churches
(S fecial to Exhibitors Herald)
KANSAS CITY, KAN., April 4. — Exhibitors of this state are confident
that the achievements of this year's convention at W ichita last week set a
high water mark for organization activities.
The question of exchanges supplying non-theatrical organizations with
service was settled amicably, United Artists being the only company with-
holding its signature from the agreement. Delegates sanctioned the presi-
dent's suggestion that a business manager be engaged. Adjustment com-
mittee appointed by the president will sit with exchange managers on
rental reduction cases, the managers to abide by the recommendations of
the committee.
Laemmle Offers Rental Reduction Plan
One of the greatest surprises of the convention was the offer ten-
dered by President Carl Laemmle of Universal. His film rental reduc-
tion proposition was enthusiastically received by league members.
Brother of K. C. B.
Joins Universal Staff
( Special to Exhibitors Herald)
LOS ANGELES, April 4.— Wellford
Beaton, brother of K. C. B., has joined
Malcolm S. Boylan's publicity staff at
Universal City.
The following drastic resolution con-
demning United Artists' attitude on the
non-theatrical question was adopted:
Practice Detrimental
Whereas, the custom of the exchanges has heen
to serve schools and churches with regular pictures
that were on the market for distribution to ex-
hibitors, and whereas in a number of churches
there has been installed complete equipment, such
as is used in motion picture theatres, and regular
pictures shown in direct competition to theatres,
and
Whereas, this practice is detrimental, harmful
and threatening the existence of motion picture
theatres, and whereas every film exchange and dis-
tributor in the Kansas City territory, with the
exception of the United Artists Corporation, have
realized the danger of this practice and have
3"p*"t i*i witing nnt to serve anv film to any
school, church or auditorium, except through local
exhibitors (not inctaiding educational or scenic
films, which we believe are adequate to be shown
in schools or churches).
Therefore, be it resolved that this organization
go on record as condemning this as unfair and
arbitrary and detrimental to the best interests of
the exhibitors and that this organization refrain
from using any product of this company and.
Be it further resolved that copies of this reso-
lution be mailed to every exhibitor in Kansas;
that it be given wide publicity in the trade papers
and that copies be sent to Charles Chaplin.
Douglas Fairbanks and D. W. Griffith.
In sanctioning President Van Praag's
recommendation that a manager be ap-
pointed, the first step is taken toward
making the M. P. T. O. of K. a "busi-
ness institution." At the present time
the president has two men under con-
sideration for the office.
President Van Praag believes that the
Conventions
NATIONAL: To be held at Washington,
D. C, at the New Willard hotel on
May 8 to 12.
WESTERN PENNSYLVANIA: To be
held at the Ft. Pitt hotel in Pittsburgh
on April 10, 11 and 12.
MINNESOTA: To be held at Minneap-
olis on April 10, 11 and 12 at the Radis-
son hotel. An exposition will be held
in conjunction with it.
WEST VIRGINIA: To be held at the
Chancellor hotel at Parkersburg on
April 11.
NEW JERSEY: To be held in June,
place and date not yet determined.
MAINE: To be held in June. Date and
place will be announced later.
CONNECTICUT: To be held at New
Haven on June 6.
business manager plan will be one of the
greatest stepping stones to perfection in
organization and efficiency. His head-
quarters will be in the Fox building at
Nineteenth and Wyandotte streets, Kan-
sas City, Mo.
Oppose Foreign Films
Resolutions adopted follow: Favoring
the "Official Urban Movie Chats," against
foreign films, against Obenchain picture,
and favoring reduced film rentals.
The executive committee members ap-
pointed were: A. F. Baker of Kansas
City; H. McClure of Emporia; Stanley
Chambers of Wichita; R. G. Liggett of
Kansas City and J. I. Saunders of Che-
ney. On the adjustment committee, the
president named the following: Roy Bur-
ford of Arkansas City; J. P. Everett of
Poa'o; R. G. Liggett and H. L. Gees of
Mulberry.
Exhibitors Convention
Plans Include Series
Of Interesting Tours
(Special to Exhibitors Herald)
NEW YORK, April 4.— It will not be
all work and no play for the delegates and
visitors at the annual convention of the
Motion Picture Theatre Owners of
America at Washington, D. C, May 8 to
12.
The committee in charge is determined
that every one, especially the women, is
going to see the national capitol from
every point of vantage. Trips to Arling-
ton Cemetery, Mount Vernon, and Rock
Creek Park have already been arranged.
Congress will be in session during the
convention and various tours of the public
buildings are to be scheduled. A special
effort will be made to have every ex-
hibitor attending call on the senators and
representatives from his community.
A number of the large accessory manu-
facturers and others have already ar-
ranged to take space in the Accessory
Exposition which will be held at the
Coliseum on Pennsylvania Avenue.
Start Film Program
(Special to Exhibitors Herald)
DECATUR, ILL., April 4.— Motion
pictures have been inaugurated at the
Empress theatre and prices have been
reduced to 10 and 18 cents.
52
EXHIBITORS HERALD
April 15, 1922
Screen Production a Glorious
Adventure, Says Tully
Relates Experiences During Filming of His First Picture
For First National Distribution
J~)ICHARD WALTON TULLY, who lias just completed "The Mas-
7Y (llieracler" starring Guy Bates Post, for First National distribution, is
one of the few stage producers to actively participate in the affairs of the
screen. In the appended article, the producer relates his interesting experiences
and his favorable reactions to the world of the photodrama:
TT HAS been a glorious adventure, a
golden voyage of discovery, this, my
first experience in cinema production,
which has just ended. When I first de-
cided to enter this
field of activity,
it was with a cer-
tain amount of
trepidation.
Would I find
studio work con-
genial? Would the
modes and meth-
ods be so utterly
different
from those I was
used to on the
regular stage that
my only desire
would be for a
speedy return to
the field I already
knew?
The play I selected for my initial ef-
fort was "The Masquerader," which both
as a book and play had been remarkably
successful for many years. Thus I felt
that I was providing myself with extraor-
dinarily good material at the outset.
Then, too, I was delighted when Guy
Bates Post, who for six years had
starred in "The Masquerader," and who
is, in my opinion, the most distinguished
actor upon the English speaking stage,
told me that he would be glad to make
Richard Walton Tully
his screen debut in "The Masquerader."
I was fortunate enough also to gather
together a staff of assistants of the
highest calibre, including James Young,
director; Wilfred Buckland, art director;
Georges Benoit, cinematographer, and A
Carle Palm, laboratory expert.
It seemed to me that at the very out-
set I had the three most important essen-
tials towards the production of a really
superior picture — a great story, a great
star and a great staff.
The first big discovery I made was that
the methods I had used, and the same
effects I had striven for, on the speak-
ing stage held equally valid for the
camera. A play is a play, and acting
is acting, whether it is for stage or
screen. For years we have been used
to seeing endless posings and posturings
on the part of screen actors. In filming
"The Masquerader," all of us hoped we
could hold these deadly tiresome mo-
ments down to a minimum, but little did
I realize that we could obviate them
altogether. It all happened this way.
In looking at some of our first "rushes"
it struck us that we had consumed just
about twice as much footage as the scene
was dramatically worth. So the next
day I suggested that we reshoot the
scene, eliminating every movement and
every gesture that we would have re-
moved had the acting been on the legiti-
mate stage. The result was magical!
MONEY MAKING IDEAS
Which Have
Exhibitors to
Been Used Successfully by
Build Up Their Patronage
By J. F. REES
(Regal theatre, Wellsville, Mo.)
About five months ago, we
decided to play western fea-
tures only on Tuesday night
and advertised the fact on our
screen and in the newspapers,
'driving- home the knowledge
that regardless of whether
western pictures were shown
any other time, TUESDAY
was sure to be a western.
Attendance shows about 70
per cent increase on this night
since this policy has been
established. Also, it gave us
the information that our pa-
tronns appreciated the outdoor
atmosphere. Now, many of
our specials are selected with
that in view.
By J. F. LAWRANCE
(Halls theatre, Halls, Tex.)
Tuesday is my dull night.
To build it up, I try to get a
better picture than usual and
advertise it heavily.
On Tuesday night, March
14, I had "The Unpardonable
Sin." I got out a lot of circu-
lars. On the bottom, I made
a coupon which read : "Save
this coupon. Bring it to the
Halls theatre with a dime and
get a pass to the show March
14. 1922."
You ought to have seen how
they packed my place. Try
this on your dull night.
The developed strip held us spellbound
by its intensity, its vividness, its clarity.
So thereafter we followed that method.
Through long experience the publis is
educated to where film action can be bet-
ter timed than in the past. I believe that
the eye of the film patron is now trained
to recognize a situation quickly, and then
let the actors pass on. The old idea
that posing and posturing before any
climax was important will, I am sure,
soon become a dead letter.
Looking back over the whole experi-
ence, I can truthfully say that I didn't
encounter a single situation in filming
"The Masquerader" which could not be
met with the same knowledge and the
same art that a similar situation on the
speaking stage would demand. Even
the tendency to waste time, about which
one hears so much, was really, not in evi-
dence with us.
* * *
One doesn't have to be engaged in film
production a week to realize how easy it
is for thousands of dollars to be thrown
away in wasted time— in waiting upon a
star or a set or a property. When pro-
ducers will emphasize the necessity for
everybody to get together so as to make
use of every working minute of every
day, they will save fortunes for them-
selves.
I recall that one time Mr. Young, look-
ing over the schedule of the day's work,
discovered that Mr. Post would be called
upon to make seven complete changes of
costume. "Precious little shooting we'll
do today," remarked Mr. Young. "Why?"
I asked. "Because stars always take an
hour for changes like these Mr. Post
has got to make," he answered. Know-
ing Mr. Post as well as I did, it was hard
for me to repress a smile, but I simply
said, "Wait and see, Jimmy!" And Mr.
Post's average for the seven changes was
exactly three minutes each! It will only
take you a second to figure that the dif-
ference between twenty-one minutes and
seven hours consumed in costume chang-
ing in a single day made a difference of
hundreds of dollars to me.
As in practically all studios, we were
supposed to start work daily at 8:30, and
we did! In other studios I visited, I
found that they considered themselves
lucky if they started shooting by 10 or
half-past. Thus it goes, day after day,
and all through the day, — a needless loss
of time that eventually costs thousands of
dollars. The exhibition rentals have to
be notched up by just so much to cover it,
and in the end the public have to pay a
higher scale of admission than they would
if waste and extravagance were elim-
inated.
I entered picture production determined
to avoid waste and extravagance, and
not only found that they were unneces-
sary, but that it was the easiest possible
thing to curb any tendency towards them.
From my first experience f have emerged
more than ever convinced that good,
basically-sound stories are as essentia)
for photoplays as for stage plays. Most
important of all. I think screen actors
must adopt more and more the straight-
away, direct methods of the stage, in con-
tradistinction to the posings and frills
that have for so long been over-elaborat-
ing and stifling film presentations.
A . H. Fischer Dead
(Special to Exhibitors Herald)
NEW YORK, April 4.— Adelbert H.
Fischer, president of Fischer Features,
Inc., Motion Picture Laboratories of New
Rochellc, died at his home there March
30. He was born in Germany in 1865 and
came to New Rochellc from Gloversville,
N. Y., in 1919. He was a member of the
Friars Club.
THE THEATRE
PRACTICAL
An Editorial
Worth Reading
The following editorial, pow-
erful screen doctrine, appeared
in "The Chicago Tribune" of
March 30 under the title,
"Smilin' Through." The news-
paper advertises a daily circu-
lation of 521,123.
At Woods' theatre there is a play
presenting life as a stupid and dirty
joke. At the Chicago theatre, a block
east, is a movie presenting life as a
spiritual romance. In about a block
the theatre goes from the mud to the
skies. To what we have already said
of the bath house production at
Woods' we add the suggestion that
people who have wasted several hours
there go to the Chicago to clean up.
"Smilin' Through" was here with
Jane Cowl last year. Norma Tal-
madge does it for the movies with the
advantages of the movies. On the
screen the influence of the spiritual-
ized love story can go into every town
in the country. Ten thousand people
can see Miss Talmadge where one
could see Miss Cowl.
This is a tremendous increase in in-
fluence and a reason for commending
the exercise of a good influence. The
drama itself is one which forces the
belief in the sublimination of human
emotions, purposes, and character. It
insists to many people who have lost
some of their belief in the possibility
of romantic good that human life can
be developed into forms which are
beautiful, clean, and spiritual. It says
that men and women may have ideals
which are not lost in contact with
realities, that they may be well bred,
tenacious in their love, simple in their
lives, and clean in their thoughts and
emotions.
The minor sins of some movie pro-
ductions sre lacking in the screening
of "Smilin' Through." Charms of sim-
plicity arc not so often sought by a
producer. Out in Hollywood they
generally think that if wealth is indi-
cated in the characters it must be rep-
resented by bathing girls jumping into
marble pools in the blue moonlight and
by doubling up the butlers as the de
luxe Uncle Tommers double up the
Topsies.
The producer of "Smilin' Through"
has kept it in the garden where it be-
longs. Wealth is indicated, but there
is only one servant, the housekeeper.
Good breeding creates the atmosphere,
and there are no offenses against it.
In the charming garden the story is
(Concluded on page 55)
Th
e s e
D
ays
I
R
N these days of rock bottom business conditions it ill becomes any
man to drift along the line of least resistance and greatest
momentary promise. There is dire consequence in store for the little
fellow who seizes upon the trifling advantage put in his grasp by
circumstance or accident of position and squeezes from another less
opportunely situated the meagre gleaning that is his defense against
defeat. Such periods as the present toss into illogical control queer
individuals, unfitted and unfit for their part in the work. That is life.
In the motion picture business it is especially imperative that
certain obvious facts, often overlooked by shallow thinkers in their
hysterical scramble for pennies, be set down in such simple terms
that even the stupid and the self-blinded may grasp their full im-
port. In these days of change the film future may be made whatever
film people determine to make it. It may be made glorious or dismal
in degree exactly proportionate to the wisdom or unwisdom of its
direction in this period.
ADICAL steps are being taken by showmen everywhere to
effect certain ends. A definite hysteria, abating somewhat
as weeks pass and business survives, has led to ill considered state-
ments, arbitrary policy changes, in short to the erection of a business
machinery designed to serve the moment. In not all cases have pre-
cautions been taken to construct this machinery in such manner
that its removal will reveal the theatre at the peak of its advancement.
In many instances ground will have been lost that, only through long
and tireless effort, and perhaps never, may be regained.
One single consideration kept constantly in the foreground is
sufficient to avert the establishment of irremovable obstacles at any
time. The man who realizes clearly that this is a passing condition,
that the picture theatre is young and must be trained to grow straight
and strong, will unfavorably influence that growth through no con-
scious act.
THERE are no theatre prophets. At no time has theatre de-
velopment followed the course mapped out for it by its
sages. There is no reason to believe that this healthy misbehaviour
will not continue. The less excuse, therefore, for the verbose person
who points out painfully that this or that new thing will lead the
motion picture to certain oblivion. The less cause to give ear to
that great headgear chorus which is heard endlessly in this business.
If it were possible for all in the industry to leave off bickering,
haggling over trifles, to say in all honesty, each to the other, "Here's
the way I'm fixed ; let's get together, split up the grief and end this
mess," much misery that seems inevitable might be obviated. That
spirit does not exist to any great extent as yet, although depression
is forcing it upon many. There are, however, other means to the
same end. Happily, a clear understanding of facts as they exist
leads through rage to knowledge of their nature.
54
K XHIBITORS HERALD
April 15. 1922
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir:
It has been some time since I have writ-
ten you. Your correspondent in Kansas
City calls upon me regularly and occasion-
ally I give him some ads, but newspaper
stuff doesn't seem to be very important
nowadays in the eyes of producers and
many exhibitors.
However, I specialize in newspaper ad-
vertising because I have always felt that
a newspaper serves the field better than
any possible medium that an exhibitor can
secure.
I have always been able to go into the
newspaper with a straightforward message
and get results. Therefore I use printer's
ink rather than ballyhoos.
In the course of the past few months I
have had many calls for ads and copy
from neighboring exhibitors, and a num-
ber of them have subscribed to Kansas
City papers in order to get Liberty and
Doric ads. This gave me an idea and "The
"The Place
To Park
Your Caret"
\ J I ' ///
Idea" enclosed herewith is the result. If
you think this book is valuable to exhibitors
and would aid them in newspaper adver-
tising and if you can conveniently do so I
would . appreciate a criticism in your
columns.
Very sincerelv yours.
H. E. JAMEYSON,
Liberty and Doric theatres,
Kansas Citv, Mo.
DEAR MR. JAMEYSON:
Your letter and "The Idea" arrived
during the brief interval that divides the
completion of one issue of this paper and
the beginning of preparation for the next,
and the staff took the book to lunch.
There it was digested with gusto and made
the subject of general discussion. There
was no division of opinion, although there
was some question as to who should be-
come possessor of your sample copy.
The substance of this mass criticism may
be summed up in the popular tradeism,
"It's a knockout." An exhibitor who
dropped in that afternoon agreed entirely
and laid down the volume with apparent
regret.
There have been similar booklets pub-
lished in other fields, but yours is easily
the best compendium of theatre advertising
material that we have seen. Every one of
its thirty-two pages contains something of
We may hold the deeds to
the (theatre).
We may stand around with
our thumbs in our vest acting
important Our title may be
"The Boss" — but when it comes
right down to brass tacks,
you're the boss! We're just
working for you. We want tj
do just what you want us to do.
Above all things wc want you
to be satisfied with us.
We want you to call this
theatre, "my theatre."
You may not carry the keys
— hut you do carry a "big
stick" we're afraid of — it's
your opinion — wc hope it's
good.
r*HAIR comfort, infrequently considered but
vital factor in audience satisfaction, is the
point driven home by the light and breezy style
of this reproduction from the pages of "The
Idea "
DEADY-MADE propaganda copy with illustra-
tion, suitable for use by any exhibitor, re-
produced from "The Idea," prepared by Howard
E. Jameyson, exhibitor, for theatre advertisers
everywhere.
genuine worth to the man who makes up
layouts and orders type set-ups. And the
whole reflects long and diligent effort and
study.
We've taken the liberty of reproducing
two of your straight house advertisements
herewith. They're both good stuff, we
think, and we think most showmen will
pronounce your whole booklet of the same
classification.
Thanks for letting us look over the book.
. hid don't let it be such a long "some time"
before you write again. — W. R. W.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
Thanks for the bold face display on the
St Paul Daily News "Theatrically Speak-
ing" full page. It looked like a good
story to me and you certainly hopped to it.
You did so well by the writer that he is
coming right' back with another one, as big
in its way as the full page, for the reason
that it pounds and pounds for ten days.
Enclosed is one of a series of ten small
ads that the same newspaper is donating to
the theatres of St'. Paul. The writer pre-
pared the copy and Einkelstein and Ruben
paid for the cuts, although all of the
Air.imidl Srn«» N..
Entertainment to Suit Every
Mood That You May Have
Somewhere in St. Paul tonight is the very
entertainment that you want. Find the mo-
lion picture or ihcatcr urogram that most
appeals to you by consulting The St. Paul
Daily News amusement page.
The advertisements qu this page list the
finest that is to be found in the way of di-
vertissement on the local Rialto.
St. Paul's Best Theaters Advertise
in The St. Paul Daily News Daily
REPRODUCTION of a two column display, one
of a series, used by the "St. Paul Daily
News" in the interests of the theatres of that
city. B. C. Ferriss* letter, herewith, gives inter-
esting details.
theatres in the city benefit from the ads the
same as they did on the full page, which,
by the way. put a few gray hairs on the
writer's head before he finally submitted
his copy.
The copy enclosed will give showmen an
idea of the thought carried throughout the
series of ten ads. They comprise a cam-
paign of publicity on "Go to Theatres" and
sure do come in handy at' this time of the
year.
With kindest regards.
B. C. FERRISS.
St. Paul theatres of Finkelstein and Ruben.
*
DEAR MR. FERRISS:
Without a doubt the ten small ads are
as good as the full page, especially since
the page has opened the way for them and
trained people to read straight theatre
copy. In our opinion the whole enterprise
is first class theatre, if you know what we
mean. There should be more of it.
It is this type of copy, fresh and away
from the rut, permanent in appeal and
effect, that seems to us to merit greatest
encouragement at this time. While zve d
not advocate "letting down" on straigh
picture copy under any circumstances, w
see no possible reason for not capitalizing
also the distinctly institutional appeal o
the theatre itself. It has been our observa
tion that "Let's go to a shozi'" precedes
reference to the amusement calendar more
frequently than the reverse is the case.
Obviously, advertising tending to bring
forth that suggestion more frequently titan
in the past is good advertising for ezrry
body.
In this connection zee zi'ould like to call
your attention to tlie series of adzrrtisc
ments for theatre use which zvas started in
"Newspiictures" last week and is continued
in the present issue. We suggest that you
leaf back to that page and read the second
of the series. Newspietures have not been
properly advertised, possibly not properly
understood, heretofore, and it is with the
purpose of p*romoting the popularity of thi
important and dependable program facto
that this series is introduced.
Wc believe you will find it advantagcou
to devote at least one of your ten adver
tisements to that subject. Should yo
agree with us and do so we would bt
pleased to have you let us knozv of the
results you experience, — W. R. W.
April 15. 1922
EXHIBITORS HERALD
NEWSPICTURES
PERFECT THE
SERVICE OF
THE PRESS
WHAT you read in newspapers
makes up the bulk of your general
knowledge.
WHERE the newspaper leaves
off, with word description and still
camera illustration, the screen be-
gins.
NEWSPICTURES perfect the vi-
tal service of the printing press
to civilization by "showing you**
what the newspaper "tells you
about."
SEE the news at —
THE PALACE
The Type Talks
TYPE talks. Illustration tells a
story without words. In policy
advertising, the point of which is to drive
home a fact 01 series of facts, illustration
runs a poor second to straight type as a
medium of expression. It is difficult to
picture an abstract thought. That's why
sign language gave way to words.
The first jnit in the series of educa-
tional advertisements introduced in
"Nov. spictures" last week is reproduced
above. a concrete example of the elo-
quence of orderly type composition. Tt
is of the common ingredients included
that the best house copy is made up.
An Editorial
(Concluded from page _<y)
unfolded with the miraculous power of
the camera to produce effects. The
two love stories reveal the steadfast-
ness of the lovers to sustain affection
above the shock of tragedy and the test
of time. That, if only an illusion, is
one which people want to cherish an.d
one which gives them inspiration to
try to cherish.
The old lover who loses his bride
by the shot of a jealous rival carries
his sublime romance into eternity with
him. The young lover who nearly
loses his girl through the passion of
hatred the old man has for the family
of the assassin and again through the
maiming he suffers in war and the
consequent self-depreciation, is. you
1cnow, as durable in fealty and fine in
emotions as the older man.
People in their stumblings through
life try to keep their eyes fixed on a
star. We do not believe that in real-
istic plays they should be deluded, but
we believe that a tonic of romance
does the spiritual man good. We be-
lieve that people will go into a spir-
itualized world in "Smilin' Through"
and that they will return from it with
an inspiration. They may have been
looking into a mirror deceiving them
with a grace and beauty and worth
which is not to be found in their mir-
ror of life
Even as an illusion it is good. Man
should be noble if onlv in his dreams
Lists Stars on
Star Banner to
Announce Coming
CMRST NATIONAL stars, pictures and the brand name were given undiluted representation by the
— Empress theatre, Shenandcah, la., in ths striking ftontaJ display reproduced abeve. Mass effect
and detail prominence are infrequently combined in a single layout without loss of force. The
Empress management scores heavily in the present arrangement.
ABOVE the sidewalk in front of the Empress theatre at Shenan-
doah. Ia.. a huge five-pointed star bearing in its center the imprint
of Associated First National Pictures, Inc.. announces on its five points the
stars of coming attractions listed. By this means H. Simons, manager, is
enabled to keep the front of the theatre clear for flash display. The photo-
graph reproduced above gives a clear idea of the manner in which the
system is worked out.
At the time the photograph was taken
"'Man-Woman-Marriage." Allen Holu-
bar production, was in exhibition. At
this time the star announced, on its in-
ner lower point. Wesley Barry as Satur-
day's star, on the outer lower point.
Marshall Neilan as Friday's star, on the
inner upper point. Anita Stewart as \\ ed-
nesday's star, and on the upper outer
point a lady whose likeness does not ident-
ify her to our humble eye. In the bot-
tom point copy for First National Week
is set forth.
The star is kept up to date by replace-
ment of photographs as pictures arriv
and elaboration of the lobby display to
place extra emphasis upon those currently
visible. The striking layout for the Holu-
bar film tells of the manner in whicl,
this is done.
In the center of this layout, it is worthy
of note, a huge reproduction of the First
National franchise held by the theatre is
set up. Alongside this the trade mark
that has been performing all sorts of
gymnastics of late advances upon the ob-
server with pennanted notification of the
week being observed.
To the left are stars. To the right are
stars. And at right and left also the
legend. "Home of Stars," is brightly em-
blazoned. The whole constitutes a ver-
itable constellation, the whole backed by
the theatre itself, properly credited by the
public with the obtaining of this array
of talent.
Much decorative ability is evident in the
layout. It is clear that definite laying of
plans and unhesitating execution was re-
sponsible for the spread
56
EXHIBITORS HERALD
April 15, 1922
"ANY OLD PORT," in which Xeal
Burns, Josephine Hill and Alice Maison
appear, demonstrates the comic poten-
tialities of a trick steamship set which
may be approximated in a stage setting
used during the run of the comedy. A
maritime quartette or chorus may be en-
gaged reasonably through cooperation
with an amateur or professional dramatic
school or musical organization. It is cus-
tomary to use such a feature at frequent
intervals in the majority of theatres with-
out due justification. In this case such a
stunt has a cash value.
"OH PROMISE ME" presents Neal
Burns and Alice Maison in the above
scene, among others. The title sugges-
tion is direct. Where musical specialties
are program fixtures, or occasional inter-
polations, the point before the screening
of the comedy is obviously suitable for
serious rendition of the old classic. Nov-
elty and a certain surprise will mark the
mergence from the sublime to the ridicu-
lous as the title is flashed upon the screen
as the final notes of the solo die away.
"'TIS THE BULL," featuring Bobbj
Vernon, gives direct suggestions for ex-
ploitation and presentation. Two street
figures arc shown above. The chase idea
is always good and in this instance the
comedy touch adds merit. In the still
reproduced at the top of the adjoining
column a direct prologue suggestion is
made. Dancers of sufficient talent to
perform the suitable fandango should be
obtainable with no difficulty and at slight
expense in any locality.
S I
T D
I E
L A
Make the Margin
On the Comedies
THE comedy subject merits
especial attention at this
time in view of the well established
fact that a slight selling advantage,
a little extra effort, is commonly
regarded as necessary to the satis-
factory sale of theatre entertain-
ment. For several reasons the
comedy picture is especially valu-
able in this connection.
Comedies, in the majority of cases, are
produced with the same consideration of
box office demands as are the best fea-
ture lengtfa productions. It is apparent
that showmen who do not similarly capi-
talize this asset neglect a promising op-
portunity. The thin margin of profit
overlapping overhead in many present-
day theatres must be made up by extra
effort of one kind or another. Comedies
merit the effort.
Accompanying illustrations are from
new ( liristic Kducational comedies. Suk-
gestions under each are written with the
above points in mind.
"FAIR ENOUGH" has a ballroom
scene in which a hold-up is interjected
with humorous complications. The still
shows the high point of tension. The
incident suggests a hokum newspaper
story which is probably less worthy of
consideration than a feature series in the
motion picture column or elsewhere based
upon the title. "Fair Enough" offers
ad writers ample opportunity to exercise
their genius in the composition of com-
petitive copy for mass publication in a
page layout or double truck founded upon
the title of the comedy.
THE STAGE WEDDING, a veteran
stunt among stage and vaudeville show-
men, has not been adopted by picture
exhibitors to date, so far as is known.
Like most of the elder theatre's devices,
it should be polished up and remodeled
for screen application. "Oh Promise
Me," from which the above is a still,
offers an opportunity. If the affair can be
managed in extremely novel or decorous
manner, there is no apparent reason why
it should not be found as productive of
publicity and comment as it has been in
the past.
STREET STUNTS involving convicts!
have been demonstrated effective in the
exploitation of a score of pictures. The
enterprise is one which may be revamped
from time to time with good results, and I
"Fair Enough" contains the above scene,
to justify its 'use in this connection. In
this instance the "convicts" are girls, a
point worth remembering. A simple lock
step procession to the theatre through
prominent streets at proper interval*
should stimulate comment and interest.
R A L D
57
IT MIGHT be a castle, the building in the background, but it is only the public building selected
1 by the photographer for the photographing of the "Queen of Sheba" chariot used by the Alhambra
theatre, Toledo, O., in its exploitation campaign for that Fox special.
Fox Specials of
Genuine Benefit
To Exploitation
FOX special productions, notably "Over The Hill," "Queen of Sheba"
and "A Connecticut Yankee," have left definite imprint upon
theatre exploitation. Stimulating showmen to the putting forth of unpre-
cedented effort, they have been of material benefit to the business of theatre
operation.
In every corner of the nation, in me-
tropolis and hamlet, showmen have
' stepped free of custom and invoked the
aid of "the kind of exploitation you read
about" to put over the pictures mentioned
The experiment, for it was really that in
many cases, taught many exhibitors to
know their power, a lesson of great
value. A thing done once successfully is
— i •
not only repeated but improved upon.
That is mankind's way.
In recent months, in fact since the
broadcasting of these attractions, the an-
cient complaint, "That's alright for the
city but it can't be done in a small town,"
has been heard less and less frequently.
It is now all but relegated to a position
alongside the likewise veteran "Xobody
will sit through a picture that is more
than two reels long."
Pictures as powerful as this in the ad-
vancement of the theatre, the develop-
ment of business methods, are properly
entitled to high place among the momen-
tous productions of film history. The
three named deserve signal honors.
Seattle
Showmen
Succeed
QROWTH, development, elaboration, inalienable qualities of a good exploitation stunt, have charac-
'if™1,?* *be theatre history of the motorcycle knight idea widely applied to "A Connecticut
Yankee." The overalled woman in the pilot car ballyhooed for the ballyhoo in the campaign used
by the Liberty, Sacramento, Cal.
pLOATS used in the Seattle, Wash., "Go to
* Theatre Week," which coincided with First
National Week. Frank Steffy, of the Coliseum
theatre, active in promotion of the enterprise,
was one of the "Dollar a Week" men selected
for coast trips.
SEATTLE showmen have
succeeded in building up a
theatre reputation for that city well
known in the trade. The following
story, contributed, discloses some of
the reasons.
Fourteen theatres in the business sec-
tion of Seattle joined hands in the "Go
to Theatre" exploitation week which was
celebrated coincidentally with First Na-
tional Week in the Washington metrop-
olis. By pulling together they were en-
abled to buy large space, put on displays
of attracting magnitude and increase Re-
ceipts for the mutual benefit of all.
Sponsored by the "Go to Theatre"
week proclamation of Acting Mayor Bob
Hesketh (whose signing of the procla-
mation was included in the news reels
shown at the local theatres) the man-
agers of these houses put their heads
together to bring the movement before
Seattle with the most profitable results.
As an initial move full page space was
used in the Sunday papers by pooling
of buying power. A special art panel
had been drawn for this: a rocky coast
lagoon, with trees hanging from both
sides and a girl in the center with Pan
and his pipes, both figures being sharply
silhouetted. In the left hand corner
were the words: "Big Downtown The-
atrical Carnival" and in the upper right
hand corner the slogan: "Go to Theatre
Week."
Another half page advertisement im-
58
E XHIBITORS HERALD
April 15. 1922
C*ASHION show season is here. Suitable attractions are plentiful. The above illustration show*
* the stage of the Rivoli theatre, LaCrosse, Wis., during the progress of the style exhibition staged
in connection with the run of Paramount's "Fool's Paradise." The enterprise was conducted without
expense of any kind to the theatre.
Spring Fashions
Build Patronage
As Season Dawns
— — J
SPRING style shows, variously engineered, are making days and
weeks profitable for showmen throughout the country who seize
upon the obvious opportunity, book a suitable attraction and open the way
for local merchants to do the heavy work. Cecil B. DeMille's Paramount
production, "Fool's Paradise," an admirable selection for the purpose, is the
first picture reported as used in this connection.
pressed the object of the movement: "A
united effort to give Seattle the cream
of offerings. A banner week in the-
atrical history. The achievements of
many weeks of planning."
The Seattle Post-Intelligencer and the
Times, both co-operated by extensive
theatrical notices and streamers covering
the width of the page. They also empha-
sized the fact that all previous bookings
were cancelled in order to make the
houses available for the very best the
entertainment field had to offer during
that week.
Of all the exploitation, however, the
stunt which made Seattle's "Go to The-
atre" week an event entitled to nation-
wide prominence, was the parade Tues-
day afternoon. Every theatre turned out
at least one fioat, prizes were offered for
the best costumes and stunts by ama-
teurs, civic officials and organizations
participated and a record crowd took in
the proceedings from the sidewalks.
The Wire
Tells It
PLAYERS a ppear.i n g in
"Fool's Paradise" sent wires
to "Mr. and Mrs. Detroit" which
won enlarged reproduction in
W estern Union windows and adver-
tised strongly the showing that pic-
ture at the Broadway-Strand the-
atre. The copy savors markedly of
Paramount "exploiteer" influence.
THEODORE KOSLOFF, Dorothy
Dalton and Mildred Harris are
players whose names were affixed to the
messages posted on cards costing $4
each in the prominently located windows
of the telegraph company. The copy of
the Dorothy Dalton wire, reproduced
below, was as follows :
THIS IS THE TENTH ANNI-
VERSARY OF PARAMOUNT
PICTURES AND I AM TELE-
GRAPHING YOU TO THANK
YOU FOR YOUR LOYAL SUP-
PORT OF MY PRODUCTIONS
YOU WILL NOTICE THAT I
TELEGRAPH AND DO NOT
WRITE AND USE THE WEST-
ERN UNION TO INSURE AC-
CURACY AND PROMPTNESS
SEE ME AT THE BROADWAY
STRAND IN FOOLS PARADISE
ITS A REVELATION LOVE
DOROTHY DALTON
This is not the first, nor should it be
the last, application of the stunt.
TELEGRAPH CABLE
\17IRE sent by Dorothy Dalton to "Mr. and
" Mn. Drtrcit and Family," and enlarged for
display purposes by Western Union while Para-
mount's Tenth Anniversary was being observed
at the Broadway Strand theatre.
William Frieze, Rivoli theatre, La-
Crosse, Wis., booked the picture and in-
formed Muchow Brothers and Preuss,
department store owners, of its general
character, suggesting a style show. The
dry goods men promptly went to work
upon the production of an elaborate
style show and assumed full charge of
details and responsibility.
The photograph reproduced on thi-
page shows the Rivoli stage as it ap-
peared with the performance in prog-
ress.
In this case, as in all similar cases,
presentation became exploitation and
served its double purpose to the satis-
faction of all concerned. A more elab-
orate prologue than might have been
produced otherwise gave the picture suit-
able setting. And the nature of the pro-
logue was such that it constituted in
itself a powerful bid for attendance.
Mr. Frieze did not spend a cent in the
current enterprise, it is reported, but the
Rivoli box office showed clearly the in*
fluence of the added attraction, a strictly
legitimate one.
The LaCrosse fashion show is the
first of a series that w ill be reported dur-
ing coming weeks. Already reports of
this character are increasing in volume.
In future issues of this paper additional
pictorial and word exposition of notable
performances of the kind will be presented.
Aside from the purely financial consid-
eration involved, the basic idea is good.
Tl-rongh relations with merchants estab-
lished in this work firm foundations for
future cooperative enterprise are laid.
In view of the general benefits to
be derived from cultivation of common
communal interests it is clear that such
effort should be encouraged at all times.
Business
BUSINESS in this country occu-
pies place in the public mind
second only to family and religious life.
In the conduct of many it is clearly evi-
dent that business comes ahead of even
these. Too frequently for general satis
faction it is demonstrated that nationa'
and personal honor have dropped far
below their proper rank in the code o
certain individuals.
It is easy and mildly comforting to
rail at the condition venomously at in-
tervals. From this denunciation, publicly
or privately uttered, a certain counterfeit
contentment is derived. No good is ac
compli, lied.
To alter the condition, work dwarfing
the justly celebrated labors of Hercules
would be required. A better work and
one in which all may participate is the
improvement of business as an institution
to a point in keeping with its accordc
position. Men as scrupulous in business
dealings as in the management of th
home are outstanding figures in ever
industrv. When their obvious object
lesson is duly appreciated with natural
results, there will be less cause for dis-
satisfaction with the noted scale of in-
UTl'sts.
Vpril 15, 1922
EXHIBITORS HERALD
59
MONEY, TIME AND WORK, advertising essentials, are brilliantly reflected in the "Theodora" front of the Casino theatre,
Lakeland. Fla.. installed by the management and a Goldwyn representative. It is easily the best display reported for the
attraction.
CECIL B DeMILLES
b ro duct Ion ——
'SATURDAY
.■MIGHT-.
■JtAJlHHAl'f l*m r *******
AN ANCIENT JOKE is paying big dividends to showmen exploiting Paramount's
"Saturday Xight." The Regun, New York neighborhood house, modernized it
as shown above. An application oi Walter P. Lindlar's suggestion.
T
G
H
R
E
A
A
P
T
H
R
I
E
C
THE GREAT OUTDOORS was admirably counterfeited by W. J. Bittner. Cambria theatre. Johnstown. Pa., in his display for
First National's "The Silent Call." The photographs tell the story, incidentally suggesting a summer front worthy of consid-
eration.
60
EXHIBITORS HERALD
April 15, 1922
'PENROD'S" BARN CIRCUS, high point in the First National attraction, was dramatized by E. J. Weisfeldt, Strand, Milwau-
kee, with Wesley Barry in the leading role. Advertisements for boys to work in the prologue figured large in the exploitation
campaign for the feature. The setting and cast is shown above. Incidents were lifted bodily from the picture.
'WHAT DO YOU READ?" is a com-
mon question. People ask it to deter-
mine the characters of other people, to
find out what is worth reading, and for
other reasons. "What determines what
you read?" is another matter. In many
cases motion pictures determine book
circulation, thus shaping public knowl-
edge, influencing public opinion. Charles
Werner, of the Metro exchange at St.
Louis, obtained the above display for
"The Four Horsemen," making many
read it. Exploitation? Certainly. But
more than that. Exercise of powerful
influence. Result? Box office returns
and definite fixation in the public mind
of the existing relationship between
press and camera. Much good may
be accomplished through proper real-
ization and use of the power that lies
in this type of advertising.
SO THIS IS PARIS. Yes, Paris, France.
The theatre? Gaumont Palace. Pic-
ture? "Queen of Sheba." Suggestion to
Parisian showmen : "See America first."
DOES BROADWAY TELL the story
of box office values? Consider Para-
mount's "The Mistress of the World,"
which didn't break Broadway records,
and the exploitation given it by Charles
Sands, manager of Loew's Euclid thea-
tre, Cleveland, O. The Euclid front is
shown above. Oriental atmosphere was
built up and into this was set a tele-
graphic receiving instrument at which
a seated operator received (?) messages
telling facts about the picture and gen-
eral news items, the latter interpolated
at proper intervals. The result was a
big attendance for the first installment
of the picture. Results experienced
with subsequent installments should at-
test the accuracy of the Broadway
forecast.
MILWAUKEE WELCOMED WESLEY BARRY on his arrival with a Boys Naval Reserve parade, mayorial acknowledge-
ment and the related manifestations recorded in this department at the time of the picture's Chicago opening.
tpril 15, 1922
EXHIBITORS HERALD
61
NEWSPICTURES
TIT ITH a view to giving the exhibitor a better understanding of the importance of the
ww Sews Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
Miniature volcano in the lobby of the Albemarle
theatre, Brooklyn, New York, advertising Fox
News.
LOBBY VOLCANO
SMOKES AND
RUMBLES
A rumbling, smoking volcano circled
by humming airplanes dominated the
lobby of the Albemarle theatre, Brooklyn,
N. Y., during the run of the Fox News
depicting the flight of a Fox camera man
over flaming Vesuvius.
-Chasing the Moon," Tom Mix pro-
duction, was all but crowded out of the
lobby by the news picture representation.
C. A. Chaufele. Albemarle manager, be-
lieves in strong advertising. "Give it to
'em big," is his policy, and he is not a
'believer in small type or modest banners.
"There you have it," he said, pointing to
'his lobby volcano, "just what they want,
■even to the rumble."
Plane Hovers Over Summit
The rumble, it should be made known,
was supplied by a vacuum cleaner con-
cealed within the board and canvas moun-
tain. A red spotlight was trained upon
the structure and a miniature plane hov-
ered over its crimson crater.
Other planes were suspended through
the spacious lobby to complete the picture
land to focus possible straying attention
lupon the center piece. These were fur-
jnished through the courtesy of the Curtis
Airplane Company.
Stunt Easily Duplicated
Brilliant as is Mr. Chaufele's accom-
plishment, there is no reason why it
should not be practically duplicated by
any exhibitor in the land. A little in-
genuity with brush and hammer will
produce a suitable mountain. Merchants
selling toy planes will be found willing
to supply those accessories. Red lights
ard vacuum cleaners are obtainable any-
where.
Mr. Chaufele's policy. "Give it to 'em
big." is especially commendable in news-
picture exploitation. Timeliness and
popular interest go hand in hand. The
point is obvious.
CAMPAIGN
PUBLIC
HELP
There are two sides to every
story, including that of the news-
pictures educational campaign in-
duced last week in this department
and continued herewith.
The second side of the story has
to do directly with the public wel-
fare.
Public welfare is theatre welfare.
The box office importance of advertis-
ing which endows theatre patrons with a
full and intelligent understanding of the
newspicture's real value has been estab-
lished definitely. The importance to the
public of that advertising is a matter of
equal or greater concern.
School Progress Parallel
The development of the American pub-
lic school system was not brought about
without effort. The general conviction of
the few years ago to the effect that
knowledge of a single trade was suffi-
cient for any boy child, with which went
the assumption that a girl child needed
no other knowledge than could be im-
parted to her in her mother's kitchen, had
to be routed. Pioneer educators fought
against and routed that fallacy.
Motion picture exhibitors of today face
a similar struggle, which it is their duty
as well as their "bread and butter" to
win. The deeply implanted, if uncon-
fessed. belief that learning ends with
graduation from school or college must
be replaced by an an equally firm and
wholly authentic belief that in the news-
picture the modern adult is offered ad-
vantages comparable to those which the
public school offers the modern child.
Benefits Are Mutual
The series of advertisements appearing
on this page is designed to operate to-
ward the bringing about of this chang%;
in short, to educate the public to the
opportunity the newspicture offers.
This is actual, constructive effort in be-
half of public welfare.
Since pictures are made and exhibited
by intelligent people for intelligent people,
it follows that effected benefits to either
are benefits to both.
BOX OFFICE FOES
HIT BY FOX NEWS
(Special to Exhibitors Herald)
NEW YORK. April 4.— In a bulletin
to 230 Fox News cameramen throughtout
the world Don Hancock, director-in-chief,
has included the following instructions:
"We do not want any pictures of or
any connection with the home radio
phones, baseball players in practice, actual
contests, nor any prominent personages
NEKSPICTURES
PERFORM THE
SERMCEOF
TRA VEL
ALWAYS wise men have consid-
ered travel the greatest broaden-
ing influence, completing book
knowledge by adding perspective
to detail.
YESTERDAY only the favored of
Fortune could avail themselves of
its treasures.
TODAY the whole of the worth-
while world lies at the feet of
every individual, brought intact to
every neighborhood by the magic
of the newsnlm.
SEE the world at —
THE PALACE
who are directly connected with the base-
ball sport. Both the radio phone and the
sport of baseball are competitive amuse-
ments to the motion picture theatres.
Our aim is to make the people patronize
the motion picture theatre, not to show
them pictures of amusements to which
they possibly will go in preference to at-
tending the motion picture theatres of the
countrv."
★ FINAL EXTRA ★
A* ewspicture editors are requested
to report contents of current ditiens
requJarly and as far in advance as
possible to this department.
INTERNATIONAL NEWS, No. 25: New
tractor-tank gun proves marvel at Hoboken test —
Peoria man builds clock of wood. It runs — Nota-
bles attend Charter Day at University of Califor-
nia, Berkeley, Cal. — Fifteen-month girl declared
Boston's best baby — Four finish in National Hunt
Cup steeplechase at Cheltenham, England — An-
cient Festival of Plumes revived at Brussels, Bel-
gium— England destroys war stores at London —
"Interesting Snapshots in News of the Day" —
Gladys Roy performs air feats at Los Angeles —
Powers Cartoon. No. 26 : Ireland's new army
reiewed at Dublin — Train crashes with steam rol-
ler at Azusa, Ca. — "Interesting Snapshots in
News of the Day" — President breaks ground for
statue of General Meade at Washington — Tennes-
see and Kentucky floods caused by Spring fresh-
ets— Harvard football squad begins training at
Cambridge. Mass. — Perfect Nature Baby raised in
heart of New York City — Dallas, Tex., carnival
aids charity — Norvich, unbeaten two-year -old,
called new Man-O-War at Jamaica, L. I. — First
pictures of Stephanson Arctic Rescue Expedition.
KINOGRAMS. No. 2132: Dynamite Chicago
fire ruins — International Rotary honors unknown
hero at Washington — Steeplejack risks life for S50
in New York — New liner launched in New York —
San Francisco fireman invents high speed ladder
— Whiskers race begun at Sacramento, Cal. — In-
terior views of White House — Peoria man makes
clock entirely of wood — Annual Philadelphia Style
Show held — "Personalities in News of the Week."
No. 2133 : Begin monument to General Meade at
Washington — Ant eater arrives at Boston — Bryan
{Concluded on page 86)
62
EXHIBITORS HERALD
April 15, 1922
DIGES Tof PICTURES of fAeWEEK
THAT the American public has faith in the future
of motion pictures and is demonstrating daily by
larger attendance, that "bigger and better"' pic-
tures are necessary is clearly shown in the survey
recently conducted by Thomas H. Ince. Mr. Ince sent
out questionnaires to editors in all parts of the world
and complete returns have been received to nine of his
questions. The survey clearly establishes an almost
universal demand for wholesome, clean pictures, con-
trary t<> the insinuation frequently made by unscrupu-
lous purveyors of films that the public wants the for-
bidden in their entertainment.
The insistent demand from every section of the
country and from foreign lands is for "bigger and
better" films,' Mr. Ince's survey discloses. Although
there is a variance of answers to every question the
dominant feature of the world-wide canvas is the pro-
fessed desire on the part of the public for the elimina-
tion of unwholesomeness in photoplays and the sincere
hopefulness expressed in the great future of the motion
picture industry.
To the query "What has been the influence of the
motion picture on home and community life during
the past ten years?" the following answers have been
tabulated: Favorable 490; unfavorable 122; non-com-
mittal, 107.
The comment which strikes the keynote of the
general consensus of opinion is that it has "broadened
both, but has probably broken up home life of the
old type."
Most of the editors agreed that pictures were
both educational and entertaining and provide amuse-
ment at a low cost for thousands who otherwise would
be forced to remain at home. It was also declared
that the picture theatre of today "keeps young and old
out nights." Contrasted to that is the opinion that
"it provides a place where the entire family can go
together."
"Does visualization of wholesome stories of truths
of life bring out appreciation of finer things in minds
that probably would never be affected by any other
agency?"
To this question there were 731 favorable answers ;
23 unfavorable and 54 non-committal. Most editors
answered "yes" or "decidedly so."
A similar unanimous response in the affirmative
was received to the question :
"Is the motion picture theatre where productions
are carefully selected an influence for better citizen-
ship?"
There were 695 "yes" answers and 42 "no's."
"Do picture-goers make a more efficient censor-
ship authority than a politically controlled committee?"
To this 245 answered "yes" and 62 "no" with 77 non-
committal.
A large number of editors declared that the solu-
tion of censorship lies with the producer, that neither
the public nor politically controlled censorship will
prove to be efficient. "Politics should not interfere
with the movies." "I am too prejudiced against offi-
cial censorship to answer fairly." "Public Opinion is
better than the opinion of a few." and similar com-
ments were made by those who objected to political
censorship committees. — J. R. M.
"SISTERS" (American Releasing) presents Seena
Owen, Gladys Leslie, Matt Moore, Robert Sellable and
Joe King in a refreshing adaptation of Kathleen Norris'
novel. It is a drama of the home, clean, wholesome
and one that will appeal to audiences of the better
class. Directed by Albert Capellani it deserves special
mention in the year's better pictures.
"THE INFIDEL" (First National) is Katherine
MacDonald's latest. While not as strong as some of
her previous vehicles, it nevertheless holds the atten-
tion by reason of several dramatic incidents that are
well handled. It concerns a plot to gain possession
of copra interests on a South Sea island. Directed by
James Young.
"RECKLESS YOUTH" (Selznick) is a thor-
oughly delightful flapper story with Elaine Hammer-
stein, the popular Selznick star, in the latter role. The
story was written by Cosmo Hamilton and the subtitles
are written in this author's customary crisp style. A
light and entertaining feature. Directed by Ralph Ince.
"WATCH YOUR STEP" (Goldwyn) is another
small town story written by Julien Josephson, who
contributed so many of Charles Ray's scenarios. Wil-
liam Beaudine directed it and the various roles were
in the capable hands of Cullen Landis, Patsey Ruth
Miller, Pert Woodruff and John C ossar. A pleasing
find clean comedy presented with Goldwyn's usual care
as to sets and photography.
"UP AND GOING" (Fox) is typically Mix melo-
drama, beginning in England on a polo field and end-
ing in the frozen North woods of Canada. There 'a
plenty of suspense and Lynn Reynolds' story and di-
rection are A-l. Eva Novak and Carol HoIIoway ren
der good support. One of the best of Tom Mix'.-
productions to date.
"Till-: LYING TRUTH" (American Releasing) ij
a newspaper story with all the small town character
well portrayed by Noah Beery, Marjorie Daw. Tulh
Marshall and Pat O'Malley. The production was madi
and written by Marion Fairfax and contains son*
clever titles as well as an exciting and logical climax
Should give complete satisfaction everywhere.
"THROUGH A GLASS WINDOW" (Realart
offers little for patrons who insist upon story, makin
up for this deficiency in some degree by good atm<
sphere, smooth incident and the redeeming personalit
and performance of May McAvoy. An East Side stor
omitting most of the implcasantries common to th
type, it slips along easily to a mild finish. It is th
type of picture women pronounce "darling."
"BEAUTY'S WORTH" (Cosmopolitan- Par;
mount ) makes up in elaborate settings, splendid ph(
tography, the performance of Marion Davies and th
direction of Robert G. Yignola for what it lacks i
story. The picture is evenlling, orderly and, at time
novel. An occasional laugh helps it materially,
is built lor an opulence-loving public, which is larg
enough to support any production,
SPECIAL CAST IN
SISTERS
(AMERICAN RELEASING)
V refreshing little home drama that
will appeal to audiences seeking
clean, wholesome entertainment,
and those of artistic tastes.
Adapted from Kathleen Norris'
novel and directed by Albert
Capellani. Five interesting reels.
This International Film Service Co.
>roduction deserves a special niche of its
own in the hall of better films. It is a
simple, straightforward little tale that
will impress and please every right-
minded, clean living individual and
"Sisters" is a picture every exhibitor can
invite the whole family and the family
minister to see, without giving offense to
the most skeptical. The smooth running
story culminates in one or two fine
dramatic climaxes and you "feel good"
all through at having seen it.
The play features Seena Owen, Gladys
Leslie and Matt Moore, but many other
jgood players appear in the cast. Joe
King was excellent as Martin Lloyd, and
Robert Sellable scored with his Justin
Little, a small town lawyer.
Seena Owen's carefully shaded por-
trayal of the courageous girl, who fought
her own sister to hold her husband, was
a splendid piece of work. Miss Leslie
was convincing as the frivolous sister.
Cherry, and Mildred Arden a pathetic
figure as Anne Little, the cousin
Cherry Strickland is in love with Peter
Joyce, a scholarly young bachelor. Her
cousin Ann Little's beau is Martin Lloyd.
However. Martin falls in love with Cherry
and she, thinking she is in love with him,
marries him. Anne then marries a young
i lawyer, and Alix Strickland and Peter
are left alone none having suspected
Peter was deeply in love with Cherry.
Peter goes cn a long trip around the
world "to forget." Finally he returns
and Alix and Peter, to escape their mu-
tual loneliness, get married. Then Cherry
leaves Martin and comes to Alix's home.
Peter sides with Cherry when Alix tries
to patch things up and get Cherry to
take a sane view of married life. Martin
appears and tries to get Cherry to go
back with him. That night Alix acci-
dentally overhears Peter and Cherry
planning to go away together the next
morning. She sits up all night and inter-
cepts them. Martin is injured in a log-
ging camp and Ab'x's diagnosis of her
sister's real feeling is instantly proved
true when Martin is brought home.
Peter, humiliated and humbled by the
splendor of Alix's courage and the great-
ness of her love, decides that the only
decent thing he can do is to go away and
leave her free. She tells him that no one
can free him from his promise once made
as solemnlv as the marriage vow and she
tells him "If life holds anything for either
of us, we'll find it here — together."
MARION DAVIES IN
BEAUTY'S WORTH
(PARAMOUNT)
A study in style, an intensive one,
with a made-to-order story that
gets better as it develops. Superb
mountings and flawless photog-
raphy in themselves sufficient to
the footage. Marion Davies in a
clean cut delineation of character.
Robert G. Vignola's direction an
asset. Six reels.
"Beauty's Worth," a Cosmopolitan
production, will be watched steadily
from opening to closing scene. By sheer
eye appeal the splendidly photographed
settings and costumes insure this atten-
tion. In view of a rather obvious story
and subtitles that seem not to belong to
the narrative this mechanical excellence
is important.
Marion Davies in "Beauty's Worth."
(Paramount)
Marion Davies and Robert G. Vig-
nola give good account of themselves,
the former endowing a difficult character
with realism, the latter developing the
picture steadily and getting every ounce
of potential effect out of situations avail-
able.
Forrest Stanley and Hallam Cooley
are best in support, the latter making
his villain a little more impressive than
the former's hero. June Elvidge falters
at times in the execution, of a thankless
role. A host of extras enact exactly
the gathering of snobs they are supposed
to represent.
Prudence Cole, played by Miss Davies,
is introduced as a Quaker girl reared by
two severe maiden aunts. She is per-
mitted to visit the Garrisons, mother and
grown son, at an ultra fashionable re-
sort, where her precise mannerisms
make her the center of amused atten-
tion. Young Garrison, whom she had
hoped to marry, all but ignores her.
Cheyne Rovein. artist and thinker,
senses the girl's position and selects her
for the leading role in elaborate char-
ades which he stages, designing cos-
tumes and coaching her as to conduct.
On this night she outshines her critics,
wins the adoration of the men and the
enmity of the women, and the dallying
Garrison returns to pay her court. The
following morning she refuses him and
promises to marry Rovein.
TOM MIX IN
UP AND GOING
(FOX)
A really excellent drama, done with
all the verve and energy at Tom
Mix's command. There is plenty
of suspense, much excellent act-
ing and typical Northwest scen-
ery. Directed by Lynn Reynolds.
Five reels.
Tom Mix is called upon to do many
strenuous things in "Up and Going" from
playing a stiff game of polo to vanquish-
ing a villain under water. But as he
collaborated with Lynn Reynolds in
writing the story he deserves no sym-
pathy. He wished the many stunts upon
tiimself.
As a picture though, it is about as in-
teresting a piece of screen fiction as has
come from the Fox studios in some time
Mix puts pep into his acting and with
the naturalness of his supporting cast,
the strong appeal of the settings and the
beautiful rugged out-of-doors stuff, it is
a thoroughly enjoyable film. Mix is cast
in the role of David Brandon, son of a
wealthy Englishman who seeks excite-
ment— and rinds it — in Northern Canada.
There are several fights that are about as
rugged as ever were staged and es-
pecially good is the underwater battle.
Eva Novak is winsome and pretty as
Jackie McNabb, a little Canadian lassie;
Carol Holloway well cast as Marie Bran-
don and the other parts well played by
William Conklin, Sidney Jordan, Tom
O'Brien, Pat Chrisman and Paul Weigel.
The story is in five parts with a pro-
logue.
i he Brandons live in the North woods
— in St. Jacques — where the little French-
Canadian mother cooks for her husband
and rears her child, David. Albert Bran-
don comes into a fortune and they go
to England to live. A few years elapse
and Marie, the mother, returns to St.
Jacques, she having been divorced by
Albert. She marries Basil DuBois, a
former sweetheart, who is in the whiskey
smuggling business with Louis Patie.
David is jilted by an English girl and
he yearns to travel. He goes to Canada,
joins the Northwest mounted police and
in the course of duty is assigned to St.
Jacques territory. He finds his comrade.
Sergeant Langley, killed and starts on the
trail of DuBois and Patie, who have left
incriminating evidence behind. Catching
up with them, he finds Jackie McNat>b
being forced to accompany them, be-
cause she knew DuBois shot Langley.
David not only captures the murderer,
but finds that Marie is his mother and
lackie is his childhood sweetheart.
Will Produce New Series
William LaPlante, producer of Metro's
"Fightin' Mad," has secured the film
rights to six books from the pen of a
prominent author. The series will be
published through Anchor Film Distri-
butors, Inc., of which Mr. LaPlante is an
officer.
64
EXHIBITORS HERALD
April 15, 1922
KATHERINE MacDOXALD IX
THE INFIDEL
(FIRST XATIOXAL)
Not the strongest of Miss MacDon-
ald's recent vehicles. A story of
the South Seas, of copra interests
and crafty plots to gain their pos-
session. Story written by Charles
A. Logue. Directed by James
Young. Length 5,377 feet.
Katherine MacDonald in "The Infidel."
(First National)
"The Infidel" presents Katherine Mac-
Donald again as an actress out of work,
who is pressed into service by an un-
scrupulous Australian to gain possession
of rich copra interests. How she falls in
love with the copra king and exposes
Haynes and his followers makes up this
story of intrigue, suspense, plots and
counterplots. There is a grandstand fin-
ish where U. S. Marines arrive upon the
island in time to save the heroine, the
hero and everybody but the villain and
his cohorts. Fair entertainment.
Robert Ellis appears opposite Miss
MacDonald, as Cyrus Flint, owner of
the cocoanut groves; Joseph Dowiing has
the role of an island missionary; Boris
Karloss, Melbourne MacDowell, Oleta
Otis, Charles Smiley, Loyola O'Connor,
Barbara Tennant and Charles Force com-
plete the cast. Some excellent storm
scenes are pictured and the island atmos-
phere is first rate.
Lola Daintry, a beautiful infidel, and
Chunky, a sailor, are cast up on the island
of Menang, where are found Cyrus Flint,
who owns the copra produced from co-
coanuts, and Rev. Mead, a missionary.
Flint is attracted to the girl and shields
her from the attentions of Xabob, Mo-
hammedan ruler. Haynes, who had
planned the castaway stunt with Lola and
Chunky, appears and endeavors to break
the hold of the mission people on Flint
to bring back slavery and force Flint to
sell his copra interests. The Nabob be-
comes a party to the scheme.
After playing her game and luring
Flint, Lola realizes that it is she herself
who has been duped and that Mead and
Flint are not the unworthy men they
have been painted. She confesses to the
missionary, who then learns that he is
her father, but will not reveal to her the
relation because she has begun to find
faith in him.
Lola is scorned by Flint, who decides
to sell out and goes aboard Haynes1
schooner for a voyage to Australia to
sign the final papers, leaving the Chris-
tians at the mercy of the Nabob.
Lola is rowed to the vessel by a crew
of natives and succeeds in getting aboard.
She entreats Flint to return and wireless
the American cruiser to suppress an up-
rising. Flint sees the island buildings in
flames, realizes he has been fooled by
Haynes, and attempts to use the schoon-
er's wireless. Haynes wrecks the instru-
ment. Flint reaches his secret wireless.
brings the cruiser to the rescue, and after
a few shells the palace of the Nabob top-
ples, killing the fanatic. The missionary
dies, confiding to Flint the care of Lola,
whom he has converted. She will never
know he was her father.
SPECIAL CAST IX
THE LYING TRUTH
(AMERICAX RELEASING)
Noah Beery, Marjorie Daw, Tully
Marshall and Pat O'Malley in a
newspaper story that will be gen-
erally popular. The production
was written and directed by Mar-
ion Fairfax, and has a well sus-
pended mystery which moves
rapidly to an exciting climax. A
clever picture in every way and
one that will give complete satis-
faction. Five reels.
If you are in the market for a clean,
strong and swift-moving story, with an
element of sentiment and much good act-
ing, don't overlook "The Lying Truth."
It was made by Marion Fairfax for the
American Releasing Corporation and this
well known writer of screen stories has
assembled a most competent cast to in-
terpret the various exacting roles of her
story.
The cast alone will give it additional
pulling power. First and foremost there
A scene from "The Lying Truth"
(American Releasing)
is Noah Beery, who makes a capital
Lawrence De Muidde. Marjorie Daw
was never more winsome nor appealing
than as Sue DeMuidde, the daughter of
a wealthv Missourian. Tully Marshall
gives a characteristic performance as a
newspaper editor, Horace Todd, a man
who still believes Bryan's "cross of gold"
speech the greatest thing ever written.
Pat O'Malley was well cast as Bill
O'Hara, and upon his shoulders falls the
bulk of the work.
Others who rendered capable assist-
ance are Charles Mailes, as Sam Clair-
bornc. Sr.; Claire McDowell as Mrs.
Clairborne; Adele Watson as Elbe Clair-
borne, and George Dromgold as Sam
Clairborne, Jr. Robert Brauer was Mose,
a servant, and Wade Botcler was Bill
O'Hara, Sr. Peter Grigley Smith played
the role of a St. Louis newspaper re-
porter with all the sureness born of long
journalistic training. The sets were in
keepmg with the production's simple re-
quirements and the atmosphere of small
town life was well simulated. Excellent
photography throughout.
liill O'Hare. an adopted boy, lives witli
the Clairborncs. Sam Clairborne is ex-
pelled from college for drinking. lli>
father, owner and editor of a country
newspaper makes him swear he will never
drink again, but Bill discovers Sam has
acquired the drug habit. Sam is em-
ployed by Lawrence DeMuidde. and this
gives him entree to the DeMuidde home
where he attempts to make love to Sue
DeMuidde. Bill runs down a story con-
cerning a notorious gang of dope ped-
dlers and wins the enmity of DeMuidde,
political boss and owner of the dives.
Sam Clairborne, Sr., dies. - He has cut
Sam, his son, off without a cent, leaving
the care of Mrs. Clairborne and daugh-
ter Elbe to Bill. The newspaper is in
debt and to stimulate business Bill stages
a fake murder. He also offers a reward
of $1,000 for the arrest of the murderer,
and when the body of Sam is found, cold
in death. Bill is accused of the murder.
He is saved from DeMuidde's lynching
party, however, by his foster mother who
appears with a note written by Sam giv-
ing his reason for taking his own life.
His printing plant has been wrecked by
the DeMuidde gang but with peace re-
stored and new capital, from DeMuidde —
Bill finds happiness in Sue's promise to
become Mrs. Bill.
MAY McAVOY IX
THROUGH A
GLASS WINDOW
(REALART-PARAMOUXT)
Typically "a woman's picture,"
light, sentimental, idyllic in a de-
gree, altogether program stuff but
clean and well put together. A
definite drop-off in interest toward
the end is its weakest point. The
star's personality and perform-
ance are its strongest. Maurice
Campbell directed. Five reels.
In "Through A Glass Window," a title
which has little to do with the picture,
May McAvoy should make additional
friends among patrons. She is attractive
as the poverty-tossed, little Irish girl,
brightening New York's East Side with
kind deeds and unceasing industry and
overcoming sorrows that come steadily
and in volume. She makes a flimsy story
presentable.
In support a number of players go
through their paces rather mechanically,
although efficiently, Raymond McKee
and Burwell Hamrick catching attention
occasionally and holding it for a time
The street set with the elevated road in
the background, that has appeared so fre-
quently of late, is again in evidence.
For strong advertising or for special
treatment, the picture is hardly substantial
enough to meet general requirements.
For a mid-week exhibition, or to strictly
family patronage, it is commendable en-
tertainment.
The story is of Jenny Martin, daugh-
ter of an invalid mother, who makes many
friends as waitress in a doughnut shop.
Her brother is arrested following a theft
committed to aid his sister and goes to
a reformatory. Jenny keeps the facts
from her mother, who becomes blind, and
builds up an independent business fori
May McAvoy in a scene from "Through a
Glass Window" (Paramount)
pril 15, 1922
EXHIBITORS HERALD
65
e boy to take over when he returns.
)stponing until then her marriage to
omaso Bariilio, Italian vendor. The
>y returns and the wedding is in oros-
■ct as the picture ends.
Elaine Hammerstein in "Reckless Youth."
(Selznick)
^ ELAINE HAMMERSTEIN IN
RECKLESS YOUTH
(SELZNICK)
. thoroughly delightful little flap-
per story with Selznick's most
popular star as the flapper. A
light, but entertaining comedy
with occasional double meaning
sub-titles characteristic of a
Cosmo Hamilton story. Directed
by Ralph Ince. Length six reels.
i "'Reckless Youth" .was written by
osmo Hamilton, who wrote "The Silver
fox," "Scandal," and other stage suc-
:sses: Edward Montagne scenarioized
; Ralph Ince personally staged it, and
Elaine Hammerstein and a handful of
ompetent players enact the various roles,
.dd an unlimited number of lavish sets
•nd you have a box-office attraction of
nusual worth.
This is the second Ralph Ince produc-
on starring Miss Hammerstein — "Re-
lorseless Love" was the first — and as it
lands it is a very finished piece of work,
he cab accident and the shipwreck were
oth very well handled. The dream
equence is employed, but legitimately so,
nd no one can take exception to it here.
Miss Hammerstein as the selfish little
apper, just out of school, who marries
i haste, has never had a role quite like
It gives her unusual opportunities
b display her artistry and she comes
tirough with flying colors. Niles Welch
ppears opposite her and his John Martin
; a well balanced and thoroughly enjoy-
ble bit of acting. To Huntley Gordon
alls the villain role, which in this piece
j nearly as important as the hero's part,
onstance Bennett, diughter of the stage
tar, Richard Bennett, makes her debut
s a screen artiste and plays the part of
chorus girl with the usual sangfroid
horus girls in other men's rooms are
uooosed to employ.
The piece is nicely mounted, and the
ubtitles are written in Cosmo Hamil-
on's best style with a punch in every
ne.
The story centres around a young girl
expelled from a convent, who goes to live
with her crusty old aunt near New York.
Because of the restrictions placed upon
her, she runs away from home and finds
shelter in the home of a wealthy young
bachelor nearby. The only way out of
the difficulty that occurs to the bachelor
is for them to get married. This they
do and go to live in his town house.
Soon they drift apart, she becoming in-
fatuated with a man about town, and
finally a break comes when they meet at
a cabaret. He goes to his country home
and in a mix-up of cabs takes a chorus
girl home with him. His wife arrives
on the scene and she refuses to listen to
his explanations. She accepts an invita-
tion from her friend and while accom-
panying him to a dance, their taxi is
wrecked and she is badly hurt. While
unconscious, she dreams of being trapped
in Huntley's yacht, and wakes up to find
herself in her husband's arms.
SPECIAL CAST IN
WATCH YOUR STEP
(GOLDWYN)
A corking story of youth, love and
romance, written by Julian Jo-
sephson and delightfully acted by
Cullen Landis, Patsy Ruth Mil-
ler, Bert Woodruff, John Cossar
and others. A story of country
town life, human and natural. Di-
rected by William Beaudine.
Five reels.
Cullen Landis travels the road from
riches to rags and back again in "Watch
Your Step," a clever little story written
especially for Goldwyn by Julien Joseph-
son, who furnished many of Charles Ray's
stories of rural life.
The story tells of Elmer Slocum,
wealthy city youth, who, in trying to
elude the police in his high powered auto,
has a smash-up, and in a rough and
tumble fight with a motorcycle police-
man knocks him out. He is robbed of
his clothes by a group of tramps, and
tries to hide from the police in a small
village in Iowa. Here he meets Margaret
Andrews, daughter of the richest man
in town. He is given a position in a
grocery store by Russ Weaver, and finds
he has a rival in Lon Kimball, son of
the local undertaker, for the hand of
Margaret. In a fight with Lon, Elmer
comes off victorious, but a constable ar-
rests him and it looks dark for Elmer
until his father arrives upon the scene
and informs him the policeman has re-
covered and all has been forgiven.
You will not soon forget Cullen Landis'
"Elmer" in ' Watch Your Step" and you
will like Patsy Ruth Miller as the village
belle. We hope to see more of these two
in future Goldwyns. The other roles
were delightfully played by Bert Wood-
ruff, as the storekeeper; Raymond Can-
non as the caddish Lon Kimball, and
Henry Rattenbury as the comedy con-
stable.
Goldwyn players in an amusing bit from "Watch
Your Step."
R-C Will Distribute
Mayer Travelaughs
Company Expects to Build Up
Strong Short Subject
Program
R-C Pictures has acquired the Hy
Mayer "Travelaughs" and will publish
one each week, beginning about April 23.
In line with the company's campaign of
expansion in all departments of the busi-
ness, it is understood that the Mayer
subjects will be used as a nucleus about
which to build what eventually will be
one of the strongest short-reel distribut-
ing organizations in the industry.
This marks a new departure for R-C
Pictures as heretofore that organization
has confined its distribution activities to
feature productions.
Product Is Popular
The popularity of the Hy Mayer Trav-
elaughs already has been solidly estab-
lished, it is said. At the Capitol theatre,
New York, the Mayer reels have been
featured in the billing over bigger feature
productions. Mayer's great personal fol-
lowing of admirers throughout the coun-
try are said to have brought immediate
success to the screen novelty.
Will Go Abroad
Coincident with closing arrangements
for the distribution of his Travelaughs
with R-C Pictures, Hy Mayer has made
plans for a tour around the world, in
the course of which he will visit all the
capitals of Europe, Africa and Asia and
many of the remote, out-of-the-way
places in which he can procure novel
material.
The first Travelaugh to be published
under the new arrangement will be en-
titled "Such Is Life in London's West
End."
Paramount-Australian
Receipts During March
Top All Other Months
Cable advices from Sydney, Australia,
received by E. E. Shauer, director of the
foreign department of Famous Players-
Lasky Corporation, report record-break-
ing busines for Australasia's observation
of the tenth anniversary of Paramount
Pictures. Rentals for March have ex-
ceeded the business of any previous
month, and the theatres are reporting new
box office records daily, according to
Managing Director John W. Hicks, Jr.
An extensive advertising campaign was
conducted during the month.
Managing Director Hicks also an-
nounces in his cable that the name of the
Paramount organization in Australia has
been changed from Feature Films. Ltd.,
to Famous-Lasky Film Service, Ltd.
Thomas Recovers After
Auto Accident on Coast
Edward C. Thomas, w'ho is publishing
"The Wanderer," which is devoted to in-
timate glimpses of odd places, has left
a Los Angeles hospital where he was
confined for three months as a result of
an automobile accident.
Green Now Heads Lasky
Electrical Department
Leo Green, formerly chief electrician
for Cecil B. DeMille's production unit,
succeeds Frederick S. Mills as manager
of the electrical department of the Lasky
studio.
66
EXHIBITORS HERALD
April 15, 1922
With the Procession in Los Angeles
By Harry Hammond Beall
H. H. Van Loan has signed for a series
of six pictures for Robert Thornby un-
der the co-operative system which is now-
obtaining at the R-C Studio. Van Loan
has two of the stories written already,
•'Thundering Silence" and "The Black
Horizon."
* * *
Aroused at an inference contained in a
petition recently filed with the city coun-
cil, asking that the old "Bill" Hart stu-
dios at Bates and Effie streets be re-
moved, William S. Hart this week is-
sued a statement declaring he now has
no control over the old structure.
* * *
Fred Niblo has been signed by Famous
Players-Lasky Corporation for a series
of big special productions for Paramount
Picture, starring Rodolph Valentino and
written by June Mathis.
* * w-
In the hope of regaining his former
health permanently Cecil B. DeMille, the
noted producer and director general of
the Famous Players-Lasky company, has
just undergone an operation for the re-
moval of his tonsils and he has passed
the ordeal successfully.
* * *
Dustin Farnum's new boat, Miss Los
Angeles II, this week won the Joe Fel-
lows Day race for speed boats held over
an outer course of sixty-six miles at the
Los Angeles harbor.
* * *
For the first time in two years Louis
BuRSTON will renew acquaintance with
his old home folks in Brooklyn, for he
will leave shortly for Xew York with a
print of "Forget Me Not," the special
production which co-stars Gareth Hughes
and Bessie Love. The picture is to have
a special showing in Xew York.
* * #
David Kirki.and, formerly director of
Norma Talmadge and other screen nota-
bles, has been engaged by Jess Robbins
Productions as scenario writer and man-
ager of productions.
* * *
William Beaumne, who was for three
years a Christie Comedy director, is now
back in the fold and will direct the next
picture to feature Neal Burns. Beaudine
was absent for a short time directing a
Goldwyn feature, "Watch Your Step,"
which is now having highly successful
first-run showings.
* * *
The latest star to hear siren call of
the vaudeville footlights is Dale Fuller.
who is negotiating with two big circuits
to put on a sketch in which she plays
seven distinct and different roles.
* * *
The three suits filed against Mary
Pickford for alleged breach of con-
tracts and aggregating $34/375 damages,
will be settled out of court, was the an-
nouncement made this week by attor-
neys. The suits were set for trial for
next Monday before Judge Valentine but
will be dismissed or judgment entered
for the defendant before that time by
stipulation, it was stated. The plaintiffs
and the amount each asked were: David
Kirkland Swim, $11,375; Mildred Con-
sindino, $11,500, and Rex Taylor, $1,500.
* * *
Alice D. G. Miller, author of the "Four-
teenth Lover" and other screen stories, has
been added to the Goldwyn scenario de-
partment, of which Paul Bern is editor.
Miss Miller, who was formerly associ-
ated with D. W. Griffith, is having a
hard time keeping her mail from getting
confused with that of Alice Duer Miller,
the novelist, who recently spent several
weeks at the Goldwyn studio while writ-
ing "The Man with Two Mothers."
* * *
Sidney Franklin has returned from
New York and is busily engaged at
United Studios in preparing for Con-
stance Talmadge's next starring produc-
tion for First National.
Three Novels Bought
By Fox for Filming
Gets "The Splendid Outcast"
"Trooper O'Neil" and
"Alcatraz"
William Fox announces the purchase
of three more popular stories for screen
adaptation during 1922.
Stars Are Announced
"The Splendid Outcast," by George
Gibbs, well known novelist, will be used
as a vehicle for John Gilbert. "Trooper
O'Neil" from the pen of George Good-
child, has been purchased with the in-
tention of making it a Charles Jones pic-
ture. It is a Northwest story. Tom
Mix will be starred in the third
"Alcatraz," written by Max Brand.
"Alcatraz" is a story of romance and
adventure excellently suited for the
work characteristic of Mix.
These books are said to be among the
season's best sellers in fiction. Mr.
Goodchild's story is his second used by
Fox, the first having been "Tiger's Cub,"
produced some eighteen months ago.
Obtain Hutchinson Novel
Fox Film Corporation also won out in
the bidding for the screen rights to "If
Winter Comes," and the book will be
made into a motion picture before
autumn. Several companies were in the
market for the A. S. M. Hutchinson novel.
"If Winter Comes" was first published
in England, where it is said to have been
a sensation. Its publication in this
country attracted equal attention. It is
reported to have sold at the rate of two
thousand copies a day since its publica-
tion four months ago. It will be pub-
lished by Fox as a special.
Report Big Bookings
In Large Playhouses
For Educational Week
Reports of special bookings of Edu-
cational Pictures in the larger theatres to
the home office of Educational Film Ex-
changes, Inc., indicate almost 100 per
cent showings will be the rule for Edu-
cational Pictures Week, April 16 to 23.
Many theatres according to the com-
pany are taking advantage of Educa-
tional's offer of a special one-sheet to tie
up with Educational's national advertising
campaign, which is being given free.
Several theatres already have requested
large numbers of these one-sheets, which
will be posted about the cities in which
these theatres are situated it is said.
A large number of the branch ex-
changes were able to line up the biggest
of the first run houses early in the cam-
paign. Several others have reported their
most important bookings in the last week.
Among these branches are those at San
Francisco, Seattle, Indianapolis and
Buffalo.
"Jungle Goddess" Rights
Sold for Western States
Louis Auerbach of the Export & Im-
port Film Co., Inc., now offering Col.
Sclig's new serial, "The Jungle Goddess,"
on the independent market has announced
another sale on the big wild animal chap-
ter-picture.
Sol Lesser's company All Star Feature
Distributors, has purchased the rights for
California, Arizona and Nevada. This
organization plans an immediate publica-
tion of the serial and will give it a wide-
spread advance publicity campaign on the
coast.
A scene from "Too Much Business," a Vitagraph special, adapted from Earle Derr
Biggers' "Saturday Evening Post" story, "John Henry and the Restless Sex."
pril 15. 1922
EXHIBITORS HERALD
67
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 50
Attorney General Jesse Barrett
of Missouri makes this comment on
motion picture censorship: "The
whole movement for movie censor-
ship is but another outgrowth of
the abnormal tendency of our time
to secure everything by the pass-
age of laws — a tendency which, if
continued, will bring far greater
dangers than the ills it is sought to
cure."
PUBLIC RIGHTS LEAGUE
Reformers Put on
Defensive by Cuff
IV. P. Cliff of the Strand-Empire theatres, Chillicothe, Mo., has achieved
mething which, if universally publicized, 7vill put the quietus on the reform-
's claims that motion pictures are demoralizing the country. Tlie element of
\ct entering into Exhibitor Cuff's accomplishment cinches the proof that the
former's claims are fallacious — that a wilful attempt is being made by a small
inority to destroy the industry. That the very remunerative zcork of "re~*
trming" has caused the broadcasting of deliberate lies about the industry is
xother obvious fact brought to light through the Chillicothe exhibito/s activ-
A Call to Arms
Under that caption the following
has been received from the Screen
Writers' Guild:
The entire picture industry has been
put on the defensive by the vicious at-
tacks in the press on the character of
the people who are producing pictures
in the California studios. The vicious
slanders on Hollywood reflect upon ev-
ery branch of the industry and unless
checked are a serious menace to every-
one who derives a livelihood from the
making and distributing of pictures. A
bureau has been established on the coast
to fight these attacks, and spread broad-
cast the real facts about Hollywood and
the character of the picture workers.
This bureau is being operated under the
auspices of the Screen Writers' Guild of
the Authors' League of America, repre-
senting every branch of the business.
Everybody can do his bit. In order to
fi g ht these attacks su ccess fully, it is
necessary that the Bureau know just
what is being printed and who is print-
ing it. Ail exhibitors and exchange men
are urged to scan the newspapers in their
localities and clip all comments on the
film industry, whether favorable or un-
favorable, and mail them, with the name
of the publication, and the date, to the
Screen Writers' Guild, 6716 Sunset boule-
vard, Hollywood, California. This is the
greatest service that can be rendered at
the present time, and everybody is urged
to co-operate to the greatest of then-
ability.
Manager Cuff writes the following let-
lr to this department:
"I am enclosing clipping from today's
'Chilicothe Tribune,' which, after the panning
we have gotten from the wild-eyed reform-
ers in the last few months, ought to do some
good IF OTHER EXHIBITORS ARE ABLE
TO USE IT AS A NEWS ITEM.
Tbis was not a planted story, but the
facts are just as the article states. The girts
want to see the pictures, and to get on the
honor roll they must be good.
"I have never accepted any admission from
the girls at the Home for I thought that to
take money from those who are practically
prisoners wo uJ d be a little too m uch like
asking for blood money.
"As for pay for t nes e performances , I am
well repaid for every girl comes out with a
smile and a 'thank you, Mr. Cuff,' and I
know I have been the means of their spend-
ing one happy afternoon.
**Won't it hurt some to learn that right
here in Chillicothe, Mo., where I have had
one of the hottest fights with blue law cranks
that the industry ever went through, the
pictures are actually improving the morals
of the girls in a penal institution, and the
Strand theatre with its outlaw manager
are responsible for this unheard of situa-
The article published in the Chilli-
>the Tribune is reprinted here with the
gent request that exhibitors submit it
| their local editors. The story as car-
ed in the Tribune follows:
10VIES RAISE THE
MORALE OF STATE
HOME FOR GIRLS
URE OF STRAND THEATRE MAT-
INEES SWELL INSTITUTIONS
HONOR ROLL
onager Cuff Has Furnished Hundreds of Dol-
lars' Worth of Entertainment of a Refined
type Free to Inmates of the State Industrial
Home Who Have Shown Themselves Worthy
of It.
That more girls than ever before are
aking an effort to get on the honor
roll of the Girls' Industrial Home in or-
der to secure the privileges that go with
the honor roll and especially the privi-
lege of attending the matinees at the
picture show, is the assertion of the offi-
cers of the Home. The honor roll of
girls who have made high records and
conducted themselves admirably in every
way is greatly increased, they say, and
this fact is partly traceable to their eager-
ness to see the feature photoplays shown
at the Strand theatre.
W. P. Cuff, manager of the theatre.
Order Your Slides |
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, 111.
i Send me, free of charge, the series of
twelve slides which the Herald is supply-
l ing to exhibitors in furtherance of the
I PUBLIC RIGHTS LEAGUE campaign to |
maintain the freedom of the motion pic-
| ture-
I will run each slide at every performance i
for one week when conditions permit of
this arrangement.
r Name j
(Write name and address legibly)
[ Theatre
THIS BOX is published again this
week at the urgent request of the
Screen Writers' Guild.
has extended through the officers of the
Home a standing invitation to the girls
to attend all matinee performances of
feature photoplays at the Strand. This
invitation is a continuation of the policy
pursued by Mr. Cuff evlr since he took
charge of the theatre. He has invited
the Home girls to practically every per-
formance and their efforts to attain a
high rank in the school are in direct ap-
preciation of his kindness.
Only girls of the honor roll attend
the matinees, chaperoned by the teach-
ers. The magazines and other reading
matter furnished them at the Home are
carefully censored and a similar high
standard is demanded of the plays they
are allowed to see. As the photoplays
featured for matinee performances are
of the very highest class, such as "Way
Down East," "Humoresque." "The Old
Xest," and others, and usually are chosen
from the outstanding successes of the
season, they prove of decided benefit to
(.Continued on page 68)
EXHIBITORS HERALD
April 15. 1922
Statements by High Official
And Editor Blow at Reform
Two statements on intolerance which should further promote the "Missouri
exhibitors* campaign against the reformers have just been issued by Attorney-
General Barrett of that state and C. D. Morris, editor and publisher of the "St.
Joseph Gazette." These timely comments should 'prove of inestimable value
to other theatre men of the country, as well as to the exhibitors of Missouri.
Here is propaganda of a constructive nature. Attorney-General Barrett's state-
ment follows:
"My good friend Lawrence E. Goldman, counsel of the M. P. T. O. M., asks me
to put in writing views which I recently expressed in a speech regarding movie
censorship. I am glad to do so. Of course, however, I have no power as Attorney-
General to do anything toward the making of legislation.
"It is a mistake to complicate government with more and more duties of inspec-
tion and regulaticn and to multiply the already over-numerous boards and inspector-
ships. That is true net only because these complications of government are costly,
but also because as government becomes more complicated, it becomes also less efficient.
Government should undertake only those things which are necessary. Government
should undertake nothing which can be handled by individual initiative or private
control. Government itself rests upon public sentiment. If you pile upon government
more and more burdens without strengthening its supports, 1 do not need to prophesy
what will happen. One needs only to consider the Knickerbocker roof.
"Censorship of the silent drama is certainly unnecessary if we do not also need
censorship of the spoken drama, for the latter can make a much more harmful ap-
peal. If you are to censor the theatre through government inspectors, why not also
then the magazines and the press? Considering the small salaries of public office,
where are you to secure men of that rare intelligence and wisdom which should be
required to decide what it is proper for the multitude to see? What has happened
to the common sense of the genera! public that it cannot any longer be trusted to
think for itself? Since when must human nature be straight- jacketed by government?
Since when has the character and the morality of the people become the burden of
our legislature?
"The whole movement for movie censorship is but another outgrowth of the ab-
normal tendency of our time to secure everything by the passage of laws — a
tendency which, if continued, will bring far greater dangers than the ills it is
sought to cure.'*
Editor Morris, who is a delegate to the constitutional convention of the
state which the reformers hope to control, has issued the following* statement:
"The Public School stands out in the annals of civilization as the greatest in-
strument of freedom and progress. The public press, from its initial development,
has been considered the greatest educational force with which the common man is
blessed. The screen — indeed the two — the screen and the press — united in an alliance
for the promotion of an intelligent and worthwhile citizenship, form a combination
never dreamed of a quarter of a century ago, and the power of which can not, even
now, be adequately estimated. Many theatres are today showing the actual transac-
tion of news-making.
"Let a great catastrophe occur in any section of the world, about which the
newspapers will issue 'extras* and tell of in 'scare' headlines, and while the news is
still fresh in the minds of the masses, the films in every neighborhood picture show
will be exhibiting living scenes of the disaster itself. The modern method of teaching
commercial geography in our advanced public schools is not only to tell in cold type
the facts regarding the location but to furnish pictures of the locality itself. At
every performance in the theatres, pictures are shown to the public of the develop-
ment of science, of thought, of invention. You are taken into foreign lands and
shown the landmarks of civilization. Every element of nature and of human activity
has become a part of your evening's entertainment at your family movie house.
"It may be well to mention here that if the columns of the press described and
told of the hundreds of subjects in pictures, the great masses of the public, although
it should be an element of their education, would pass it over without attention.
Another idea occurs: the greatest influence of such film is upon the thousands of
children who view these subjects. It might be said without fear of contradiction
that at least fifteen minutes of every movie show you witness is devoted to the
culture and information of those who are present — fifteen minutes of visual education
which would take hours of a lecturer's time to impart.
"The newspapers and the motion picture perform the great service of education
and information for the general public — to adopt the slogan of the Motion Picture
Theatre Owners of Missouri— 'For the Good of All.' And it is done so cheaply as to
make it practically criminal for any one to remain in ignorance of current events
and the development of civilization.
"As the newspaper reaches every home in every locality, so does the 'filmed
preftS' reach all classes and all ages. So, as the greatest mediums of public ex-
pression and instruction, the press and the screen second the work done in the
public schools and carry on the education of the masses.
"As time goes on, the motion picture will become more and more the pictured
development of the press. Indeed, working hand in hand, they will undoubtedly work
for t hr welfare of the public, the influence these two educational facilities will have
on the individual and on society at large, has no limit. As offsprings of civilization's
progress, both factors have a common cause— 'For the Good of All'— and that means
to my mind the best things in life, in love, in honor— for all people.**
Reformer
Pu
t On
Defensive
by
Cuff
{Continued fr
om page
67)
the girls and possess a distinct educa-
tional value while furnishing wholesome,
enjoyable entertainment.
Manager Cuff is to be congratulated
on the generous policy he has adopted
toward the industrial Home. Hundreds
of dollars' worth of entertainment of a
refined type has been gladly furnished
by him free to those of the girls who
have shown themselves worthy of it.
None of them have been charged a cent
at any of his performances, and his
action in making the recurring matinee
invitations a permanent thing will bring
happiness to many deserving girls and
will serve as an incentive to them for
doing the best work possible.
Thus it appears that the movie in-
dustry, under fire recently from the press
and pulpit, has actually been the means
of raising the morale of a Missouri state
penal institution.
e
Vitagraph Launches
Three New Picture
Williams' Vehicle Is 0. Henry
Story — Larry Semon Has
Dual Role
W. S. Smith, production manager at
Vitagraph's West Coast studios, an-
nounced the following conferences with
President Albert E. Smith that the com-
pany's heavy production period would be
further augmented shortly with the be-
ginning of work on three additional pic-
tures.
David Smith to Direct
Earle Williams is to be starred in an
O. Henry story from the author's hook.
"Cabbages and Kings," which is one of
his best. Robert Ensminger will direct.
Simultaneously production will begin on
Alice Calhoun's fourth Vitagraph pic-
ture, "lilucblood." David Smith, who is
just finishing "My Wild Irish Rose." wil
direct.
William Duncan, who has just finish
"The Silent Vow," has launched produc
tibn on a new picture, said to be strongh
Western in tone. Edith Johnson wil
appear opposite the star.
Star Has Own Studio
.Vitagraph is enthusiastic over the ncv
comedy being made by Larry Semon
The star is given a dual role in this shor
subject — that of an immigrant and tba
of a king. A part of the comedy
made in Los Angeles harbor. Semon
now working in the separate ^tud
erected for him.
Corinne Griffith is making exteriors fo
her next production at Charleston, S.
This new picture will follow "I situ
Wives."
Mabel Ballin Is Injured
In Collapse of Staircas
Mabel Ballin was injured at the Bin
graph studio where she and her hushan
are at work on their next production fo
llodkinson publication when a stairwa
suddenly collapsed, throwing Miss lialli
and three other actors to the floor.
1 15, 1922
EXHIBIT O R S HERALD
69
[OOT GIBSON and Lillian Rich in a
love scene from "The Bear Cat," a new
Universal feature.
»cott Goes to Coast
To Get Carew Print
Vill Show "I Am the Law"
to State Right Men
on Way East
. Lester Scott, in charge of sales for
affiliated Exhibitors, Inc.. is en route to
fie Coast for a print of Edwin Carew's
roduction of "I Am the Law." On
lis return East. Mr. Scott will stop off
t a number of exchange centers for the
lurpose of showing the picture to state
ight buyers.
Six months' actual work was consumed
i the production of this special, which
matures such players as. Alice Lake, Ken-
eth Harlan, Gaston Glass. Rosemary
rheby, Noah Beery and Wallace Beery.
Two Villages Erected
Both a Chinese village and an Eskimo
illage were erected for the production,
vccording to C. C. Burr, president of
affiliated, no expense was spared in mak-
lg the feature. Mr. Carew was re-
ponsible for the directing, cutting a/id
itling of the picture.
: In expressing his opinion of the merits
if the film. Mr. Carew said:
Promises a Surprise
"The mere announcement of a snow
tory usually means just some snow ex-
eriors, a more or less faked snow storm.
dog sled team, a killing or two. and
hen a sunset, with the hero on his way
0 civilization with the girl he has cap-
ured. But I believe I have succeeded
1 putting a great deal more than this into
< Am the Law.' and I feel safe in prom-
;ing buyers of this independent special
pleasant surprise."
Mr. Carew's optimism as t'o what may
<e expected of the picture is shared by
>. P. Finemar. and Benny Zeidman, both
■f whom have followed its making from
he selection of the story to the final cut-
ing and titling.
Selznick and Select Reorganized;
Outside Pictures Will Be Handled
Lewis J. Selznick President of Distributing Corp.,
While Myron Selznick Heads Producing
Company— Big Deal Under Way
Lincoln in Genius Film
E. K. Lincoln heads an all-star cast in
ie first feature film production of the
ewly organized Genius Film Corpora-
on. which is now being completed at
ie Tiffany studios. Xew York Citv.
Both Selznick Pictures Corporation and
Select Pictures Corporation have been
reorganized, this action resulting in the
divorcement of the two organizations.
Under the reorganization, Lewis J.
Selznick becomes president of Select,
with Morris Kohn, treasurer, and John
S. Woody, general manager. Heading
the Selznick organization is Myron Selz-
nick as president; David O. Selznick.
vice-president, and E. J. Doolittle, treas-
urer.
To Get Independent Films
In the future. Select, which has dis-
tributed nothing but Selznick product
during the past two years, will acquire
pictures produced by independents for
distribution in addition to the Selznick
program.
Select's decision to take outside prod-
uct is said to be the direct result of many
importunities which have been made the
organization to extend to independent
producers the benefits of the organization
which has been built up during the past
few years.
Has Thirty Exchanges
Select now has thirty offices through-
out the United States, with foreign
branches in nearly every country.
An advantage of the new arrangement
which has been pointed out is the fact
that in his renewed activities as the head
of the distributing company handling all
kinds of product, Lewis J. Selznick, be-
cause of his recent close association with
production activities, will have a more
acute knowledge of the trade's demands.
While no definite announcement has
yet been made as to the outside product
which Select will distribute, it is said
that at least one big deal is under way
which will stand out as unusually im-
portant.
Contemplate Great Results
Concerning the reorganization, an offi-
cial of Selznick Enterprises said:
"It is the conviction of all of those
concerned that both Select Pictures Cor-
poration and Selznick Pictures Corpora-
tion are approaching an era during which
each company can achieve greater re-
sults than either has achieved in the past,
and a rivalry between them to outdo each
other in efficiency has already become
apparent. This little development is one
of additional promise to independent pro-
ducers who are fortunate enough to place
their product with Select."
Shows Diversity of Sports
The Cuban national sport, jai alai, a
Spanish game resembling tennis, and
many other sports are featured in Jack
Eaton's production of the Artclass Pic-
ture Corporation's new Sport Review for
Goldwyn distribution. "By-Way Cham-
pions" was edited by Grantland Rice.
Fourteen Mastbaum
Warner's "School
Fourteen theatres belonging to the
Stanley Company of America. Phila-
delphia, will show the Warner Brothers'
production, Gus Edwards' "School Days."
featuring Wesley Barry, during the week
of April 10. This is said to be the first
time in the history of the Stanley organi-
zation that a motion picture will be
shown in fourteen theatres day and date.
Booked by Other Chains
Virtually every representative circuit
and theatre throughout the country has
played or is planning to show the Wes-
ley Barry feature, it is said. Every big
theatre in Canada has played or has
booked the picture, and it is declared
that the Kinema theatre, Los Angeles:
Shea's Hippodrome, Buffalo: Liberty and
State, Pittsburgh; Liberty. Kansas City:
the entire Lubliner & Trinz circuit, Chi-
cago; Balaban & Katz' Chicago theatre,
and scores of other representative thea-
tres have shown the Warner production
with gratifying results.
The Jensen and Von Herburg Circuit.
Seattle, is said to have booked "School
Days" for its entire chain of theatres
without seeing the production, and that
a large figure was paid in cash before
they received a print. The picture was
produced by Harry Rapf. and directed
by William Nigh.
Houses to Play
Days'9 Day and Date
More than 1,200 exhibitors and their
friends witnessed the Xew York premier
showing of the Harry Rapf production,
"Your Best Friend," starring Vera Gor-
don, another Warner picture, at the Astor
hotel on April :i. William Xigh directed
the feature.
Mr. Rapf put on a simple, yet effective,
prologue, and Erno Rappe. conductor of
the Capitol orchestra, wielded the baton.
The presentation was given in conjunc-
tion with the Federated Exchange of
Xew York, formerly known as Warner's
Exchange.
Story Told in Prologue
The program for the occasion was a
bankbook herald, in which was placed
pertinent data relative to the picture. In
presenting the prologue, Mr. Rapf used
a young couple and a judge. The young
woman beseeched the judge for a divorce
on the grounds of domestic incompata-
bility, and the judge, in an endeavor to
reunite the couple, began to relate the
theme of the Gordon picture. As he told
the story, the lights went out and the
picture was unfolded. At the close the
curtains were drawn apart, and the young
people walked out of the room arm in
arm.
Launch Holt Production
"The Man Unconquerable" is the strik-
ing title of Jack Holt's new Paramount
picture just started at the Lasky studio
under the direction of Joseph Henabery.
70
EXHIBITORS HERALD
April 15, 1922
Fox Films "A Fool There Was 99 With
Es telle Taylor Cast as "1922 Vamp
Fox Film Corporation announces that
a distinguished cast has been chosen for
"A Fool There Was," with Estelle Taylor
in the role of a "1922 vamp." The picture
is based on Porter Emerson Browne's
play, which was inspired by Rudyard
Kipling's poem, "The Vampire."
Production on the feature has started
under the direction of Emmett J. Flynn,
who was responsible for "A Connecticut
Yankee in King Arthur's Court."
Bernard McConville prepared the screen
adaptation.
Months in Preparation
Preparations for this production have
been under way since last December.
More than fifty actresses were considered
before the selection of Miss Taylor for
the role of the vampire. Previously she
had appeared in the Fox specials, "While
New York Sleeps," and "Blind Wives."
The remainder of the cast includes:
Schuyler, the Fool — Played by Lewis
Stone, one of the finest character actors
on stage or screen. Mrs. Schuyler, the
Fool's wife, played by Irene Rich, well
known screen star.
The Schuyler child— Played by Muriel
Frances Dana, a promising 4-year-old
player.
Marjorie Daw in Cast
Nell Winthrop. the Fool's sister —
Played by Marjorie Daw, who has been
featured in many Marshall Neilan pro-
ductions, and is known to screen fans
wherever motion pictures are shown.
Morgan — Played by Mahlon Hamilton,
well known leading man.
Parmalee — Played by Wallace McDon-
ald, who has been featured in many pro-
ductions.
Boggs — Played by William V. Along,
who played Merlin in "A Connecticut
Yankee in King Arthur's Court," and is
recognized as a leading character man on
the screen.
Parks — Played by Harry Lonsdale,
noted for his character work with Mary
Pickford and Douglas Fairbanks.
Equipment Firm Opens
St. Louis Branch Store
Fulco-Schaefer Sales Company, theatre
equippers, have opened a branch store in
St. Louis, Mo., in the Plaza Hotel Build-
ing, 3301 Olive street. A full line of
equipment for motion picture and legiti-
mate theatres has been installed.
Carl Bunce, formerly with the Exhibi-
tors Supply Company at Milwaukee, Wis.,
is in charge of the store.
Constance Talmadge Will
Star in "East Is West"
Motion Picture rights to "East Is
West," one of the recent successes of the
dramatic stage, have been acquired by
Joseph M. Schenck as the next vehicle
for Constance Talmadge. Sidney Frank-
lin will direct.
MAE MURRAY in a scene from her lat-
est Metro production, "Fascination."
Associated Exhibitors
Films to Open Theatre
Manager Sam Abrams has selected
"Woman, Wake Up" and "A Sailor-Made
Man." Associated Exhibitors features, as
the first two attractions for the opening
of his Rialto theatre, a first-run house
in Houston, Tex.
The Rialto, now almost ready for th<
opening, is said to be one of the finest
houses in its territory.
New Nazimova Film
May Be Roadshowed
Charles Bryant to Arrange for
Distribution While in
New York
Charles Bryant will go to New York
to attend to the affairs of the newest
Nazimova production, "Salome," which
has been recently completed at United
Studios in Hollywood.
May Be Roadshowed
It is not announced through what dis-
tribution agencies the production will
reach the public, there being a possibility,
says Mr. Bryant, that it will be handled
as a roadshow proposition. Director
Bryant, however, states that the dis-
tributing agencies employed will be of a
distinguished and striking character in
keeping with what he declares is the
unique importance of the production.
Called Nazimova's Finest
In developing the narrative, original
sources have been sought and neither the
poetic drama by Oscar Wilde nor the
lyrical version employed in the Strauss
opera are exclusively used. Traditional
versions, fragmentary biblical allusions
and the free fancy of the scenario experts
of the Nazimova Productions, working
under the supervision of Mme. Nazimova
and Mr. Bryant, plus the fantastic art
conceptions of Natasha Rambova, have
combined in the creation of the film
version in which, it is said, the finest
manifestations of the art of Alia
Nazimova will be found.
Introduction as Feature Is Plan
Of Universal for "Crusoe" Serial
Universal announces a new innovation
in the presentation of serial pictures.
Arrangements are being perfected so that,
instead of showing "The Adventures of
Robinson Crusoe," Universal's latest his-
torical-educational serial in two reel
episodes, week by week, many theatres
will be able to start the serial off by
showing the first three or four chapters
at once.
Length to Be 24 Reels
This move by Universal it is said is in
response to a desire on the part of many
high class theatres which want to run
the Crusoe serial but which are hesitant
about introducing serials into their pro-
grams.
"The Adventures of Robinson Crusoe"
also will present a further serial novelty.
It will be limited to twelve episodes, or a
total of 24 reels instead of the usual 36
reels of serial plot.
In the preparation of the Defoe classic
for the screen, it was found that the
story would not admit of 36 reel treat-
ment. Even with certain additions to
the plot, enlarged from actual incidents
in the book, it was found that it would
not run more than 24 reels without pad-
ding.
Confers With Exhibitors
Mr. Laemmle is said to have conferred
with many prominent exhibitors on these
matters before actually giving the word
to mold the Universal serial policy again.
In six months he already has turned
Universal's serial policy upside down —
changing the serial out-put from the old
style of serial, to a new "thrills-from-his
tory" brand of screen entertainment.
It is pointed out that the shortenii
of the serial and its initial presentati<
by a group of three or more episode
brings about a long sought reactio
towards chapter pictures on the part
first class theatres. The first several epi
sodes of the serial, when presented tc
gether, with certain repeated episo
endings and subtitles eliminated
about equal a five reel feature in leng
Will Popularize Serials
This will enable the theatre manage
to feature the showing in a big way an
entirely get away from the stigma, whic
in the minds of certain photo-play fai
attaches to the idea of a run-on pictur
Subsequent installments of the picttn
will consist of two reels each week a|
though it is pointed out the entire seri
in the new manner will be reduced '
almost half its ordinary running time.
Two Big Foreign Deals
Closed by Arrow Filr
D. J. Mountain, manager of Arrow
foreign department, announces the clc
ing of two big foreign deals. One co
tract calling for thirty-six five and six-r<
features and fifty-two two-reel comedi
has been closed with Argentine Forci'i
Film Company of Buenos Aires for j4
gentina, Uruguay, Paraguay, Chile, B
livia and Peru. The other important s;
is that of eighteen Spotlight comedies a
eleven Sport Pictorials for Scandinavia
Himalaya Film Company.
Aoril 15, 1922
EXHIBITORS HERALD
71
New Gilbert Picture
Published on April 9
^'Arabian Love" Is Story of
Sahara Desert — Barbara
Bedford in Cast
"Arabian Love," John Gilbert's latest
k-ehicle for Fox, is scheduled tor publica-
tion April 9. The production was made
Cinder the working title "In the Land of
(Beginning Again" and was directed by
Jerome Storm at the West Coast studios.
|The story and scenario were written by
Mules Furthman.
Has Desert Scenes
The photoplay is a drama of the great
Lsahara, in which Gilbert essays the role
lof a young American who joins an outlaw
iband of a desert sheik. A series of ro-
.mantic episodes follow in which he saves
fthe life and honor of a white woman
kvhom the band had kidnapped during a
raid upon a caravan. The picture is char-
acterized by most impressive desert
[scenes, and has an excellent cast, includ-
ing such prominent artists as Barbara
Bedford, the leading woman; Barbara Le
Mar. Herschel Mayall, Robert Kortman,
and William A. Orlamond.
Is Favorably Received
Reports from exhibitors throughout the
country clearly indictate, it is said, the
favor which young Gilbert, a recently
created star, has attained in the public
eye. His work in "Shame," the Fox spe-
cial, won him stellar honors at the hands
of William Fox. "Gleam O'Dawn," a
recent publication, has been booked by
practically every Fox exhibitor in the
United States, according to report from
Fox Film Corporation.
Gilbert's next production is being made
under the title "The Hidden Spring."
Geo. Randolph Chester
Joins Universal Staff
As Supervising Editor
George Randolph Chester, creator of
"Get-Rich-Quick Wallingford," and who
is widely known as a writer for maga-
zines, stage and screen, has been en-
gaged by Universal to fill an important
position in the scenario department at
Universal City.
Chester will rank as a supervising edi-
tor, and will have immediate jurisdiction
over the preparation of material for two
of Universal's producing units — those
handling the pictures of Frank Mayo and
Gladys Walton.
Chester's first work with Universal will
be in connection with "Afraid to Fight"
Frank Mayo's next picture, and to "Top
O' the Mornin' ", the new Gladys Walton
production.
Sennett Greeted by City
Officials at Philadelphia
Prominent city officials and well-known
business men, headed by Maurice E. Felt,
owner of the Aldene theatre, comprised
the reception committee which greeted
"Mack Sennett and his party at the Broad
Street Station on their arrival in Phila-
delphia for the opening of "Molly O" at
the Aldene theatre.
Motion pictures were taken which were
later in the evening projected at the
Aldene. Among the prominent Phila-
delphians who met Mr. Sennett was the
secretary to the mayor, the director of
public works, director of education, presi-
dent of the city council and several mem-
bers, the director of safety, and city and
state court judges.
"Sailor-Made Man" Scores Triumph,
Says Head of Associated Exhibitors
Producer Roach and President Arthur S. Kane
Exchange Felicitations— Comedy Given
Feature Position on Program
A triumph has been scored in every
part of the United States by the latest
Harold Lloyd attraction, "A Sailor-Made
Man," declares Arthur S. Kane, presi-
dent of Associated Exhibitors, through
which organization Hal. E. Roach pre-
sents the Lloyd pictures. The selection
of the comedy by managers of many
first-run theatres as the feature of their
bills has been the occasion for an inter-
change of felicitations between Mr. Kane
and Mr. Roach.
Hal Roach Gratified
From his studios in Culver City, Mr.
Roach sent the following telegram to
Associated Exhibitors a few days ago:
"I am immensely gratified at the tri-
umph of 'A Sailor-Made Man' in leading
theatres throughout the country. In ac-
claiming it worthy of feature position in
the program of first-run houses, exhibi-
tors have vindicated Mr. Lloyd's long-
cherished confidence that good, whole-
some comedy would one day receive such
recognition. The enthusiasm and coop-
eration shown by these live owners and
managers is deeply appreciated by Mr.
Lloyd, myself, and the entire staff."
Mr. Kane sent an appropriate reply,
warmly congratulating Mr. Lloyd and
Mr. Roach. Also, he made a statement,
in whic'.i he said:
Is Tribute to Star
"To win such recognition as Harold
Lloyd and 'A Sailor-Made Man' have
received is indeed an extraordinary^
achievement. That exhibitors in every
section of the country should give a com-
VIORA DANIEL and Henry Murdock
in " 'Twas Ever Thus," a new Educa-
tional-Christie Comedy.
edy the feature position in their bills is a
splendid tribute to the star and his pro-
duction, and it should be gratifying to
every lover of comedy of the highest
type.
"Theatres in which 'A Sailor-Made
Man' has been given the feature place
are located in cities on both coasts and
the great centers in the interior districts.
I have not at hand a complete list, but
every city which I am about to name oc-
cupies a key position and most of them
are the most important cities in their
states. In addition to the first-run thea-
tres, a very large number of second and
third-run nouses in every district have
made this Lloyd offering the feature of
their program.
Records Are Broken
"All records of the Symphony theatre,
Los Angeles, of which Dr. Brockwedel
is manager, were smashed when 'A
Sailor-Made Man' ran there for fifty con-
secutive days. In 369 performances the
picture played to an estimated total of
150,000 persons, and the engagement was
terminated only because of a previous
booking contract at the Symphony. For
two weeks, beginnnig December 31, this
comedy was the feature attraction in the
Blue Mouse theatre, Portland, Ore., and
Manager John Hamrick booked it for a
return engagement covering three days
late in January. During the week of Jan-
uary 1, S. Barret McCormick and Paul
Gusdanovic showed the picture simulta-
neously to over-flowing audiences in the
Allen and Circle theatres of Cleveland,
and for the week just following Christy
W. Deible procured it for the Liberty
theatre, Youngstown, O., and Edward A.
Zorn for the Temple, in Toledo.
Contracts Are Signed
"Some of the other live managers or
company officials who have signed con-
tracts for showings of this comedy in the
larger houses of the country are:
"Harry Crandall, Metropolitan, Wash-
ington; S. L. Rothafel, Capitol, New
York; Mr. Blumberg, Strand, Gloucester,
Mass.; Moe Mark, Strand, Lynn, Mass.;
Joseph Wallace, Proctor's. Albany, N.
Y.; Edgar Weil, Strand, Syracuse, N. Y.;
P. Lavine. Olympia, New Haven, Conn.;
A. C. Morrison, Majestic, Hartford,
Conn.; Mr. Fabian, Branford, Newark,
X. J.- the Regorson Corporation, Regent,
Rochester, X. Y.; ' Harold Franklin,
Shea's Hippodrome, Buffalo, N. Y.; Mr.
Keough, Strand. Minneapolis; Mr. Gold-
man, Astor, St. Paul (.both these last
two-narned are Ruben & Finkelstein
houses J; Harry Goldberg, Sun, Omaha;
Central Amusement Company, Lyric,
Indianapolis; A. F. Brentlinger, Victory,
Evansville. Ind.; T. G. Heller, Victory,
Kokomo, Ind.; W. S. Butterfield, Ma-
jestic, Kalamazoo, Mich.; Des Moines
Theatres, Inc., Strand, Des Moines, la.;
Leo Landau, Alhambra, Milwaukee; Mr.
Becroft, Parkway, Madison. Wis.; S. A.
Lynch, Howard. Atlanta, and Rivoli,
Chattanooga, Tenn., Mr. Lynch signing
also for the entire Lynch circuit; Sam
Abrams, Crown, Houston, Tex.; I. Lib-
son, Strand, Cincinnati, and Colonial, Co-
lumbus, O.; McCollister & Cooper, Wich-
ita Theatre, Wichita, Kan.; L. M. Craw-
ford, president Amusement Syndicate
Company. Grand, Topeka, Kan.; Gus
Sun, Regent, Springfield. O."
72 E
Announce Two Sales on
Weiss' Film Expose of
"Sawing Lady in Half"
(Juick response has followed announce-
ment of Weiss Brothers' Clarion Photo-
plays, Inc., that the film expose of "Saw-
ing a Lady in Half" is ready for the state
right buyer.
Two sales have been made, Ben Am-
sterdam of Masterpiece Film Attractions.
Philadelphia, Pa., acquiring the rights for
eastern Pennsylvania and southern New
Jersey.
In addition to this territory, the film
has also been disposed of for the state.-,
of California, Arizona and Nevada to
Jake Cone of Los Angeles, California.
Weiss Brothers announced they are
fully prepared to meet the demands of
buyers for exploitation supplies and have
ready to ship one, three and six-sheet
posters, two styles of slides, lobby dis-
play, novelty heralds, four-page broadsidt
printed in two colors, teaser cards for
lobby and window use. cuts and mats
and other material.
"Lady Godiva" Lauded by
Women's Clubs Chairman
At a special showing of "Lady Godiva,"
the picturization of Tennyson's famous
poem that Associated Exhibitors is pub-
lishing, to Mrs. Clinton B. Smith, chair-
man of the Motion Picture Committee
of the State Federation of Women's
Clubs, and others of the committee as
guests of honor, the production was
highly praised both as a dramatic enter-
tainment and as an accurate portrayal of
life during the early feudal period in
England.
The showing was arranged by Thomas
DeVassey, secretary of Wistaria Produc-
tions, Inc., following correspondence
which grew out of the fact that Mrs.
Smith has maintained in many of her pub-
lished utterances that the "real censors
should be the women and mothers, who
are the guardians of the morals of the
country."
Goldwyn to Issue Third
Basil King Story Soon
One of the interesting pictures in Gold-
wyn's fourth group, announced for spring
publication, is Basil King's "The Dust
Flower." produced at the Goldwyn
Studios in Culver City, Calif., under the
direction of Rowland V, Lee, with a cast
of all-star players.
This is the third contribution of Basil
King to the Goldwyn program since he
became one of the Eminent Authors
group organized by that company. His
first was "The Street Called Straight,"
followed by "Earthbound." "The Dust
Flower," says Goldwyn, promises to be
a worthy successor of the earlier pro-
ductions.
Experience Difficulty in
Picking "Christian" Cast
The casting of Goldwyn's forthcoming
production of Sir Hall Caine's widely
read novel. "The Christian," is now under
way at Goldwyn's Culver City studios and
some difficulty is being experienced in ob-
taining just the right players for every
part.
Casting Director, Robert B. Mclntyre,
and Abraham I.chr. vice-president in
charge of production, have been in almost
daily conferences with Maurice Tourncur,
director, to decide upon the right actor
to play the part of John Storm and the
ri>,'ht actress for the role of Glorv Quaile.
X H I B ] T ORS IT E R A I
AGNES AYRES and Jack Holt in a
scene from "Bought and Paid For," a
new Paramount production.
Joseph de Grasse Will
Direct Charles Ray in
United Artists Pictures
Announcement is made by Arthur S.
Kane that Joseph de Grasse has been
engaged to direct Charles Ray in his first
production for United Artists Corpora-
tion. Mr. de Grasse directed the star in
"The Old Swimmin' Hole," "Forty-Five
Minutes from Broadwav," and "Nineteen
and Phyllis."
The engagement by Mr. Ray of Mr.
de Grasse as a director is in line with the
star's plans for his forthcoming produc-
tions for United Artists. "Fewer, big-
ger and finer" pictures is the promise of
Mr. Ray.
Brunet Gets Testimonial
Signed by 1,800 Employes
Paul Brunet's fourth anniversary as
head of Pathe Exchange finds him the
proud possessor of a volume de luxe testi-
monial of loyalty and confidence, signed
by eighteen hundred executives and em-
ployes.
The autographed vellum pages of the
book amount to a practically complete
roll of the Pathe forces, stationed at the
home office, factories and laboratories
and at the thirty-live branch exchanges.
On behalf of the donors of the testi-
monial, General Manager Elmer Pear-
son presented the volume to President
Brunet on March 25, the date of the clos-
ing of the "Brunet Anniversary Sales
Contest."
Niblo to Make Valentino
Series for Paramount
Fred Niblo has been signed by Famous
Players- Lasky Corporation for a series
of special productions for Paramount
Pictures starring Rodolnh Valentino and
written by June Mathis.
"Blood and Sand" is the first produc-
tion, and "Amos Judd," to be titled "The
Rajah." is the second.
Select Permanent Title
Star Productions, Inc., announces that
the permanent title of the picture which
Dolores Cassinelli is making under the
direction of Tom Tcrriss will be "The
Challenge," a name heretofore used for
a working title.
D April 15, 1922
Emory Johnson in New
Production Under Way
On West Coast by R-C
A new Emory Johnson production is
announced by R-C Pictures. It is to
be a special. The picture, which has
been given the title of "The Midnight
Call," is now in production on the West
Coast.
"An all-star cast and a human interest
story will be two of the foremost fea-
tures of 'The Midnight Call,' " states R-C
Pictures. "It is a story of the drama
that enters the lives of simple folks — the
typical American middle class family.
Around their lives there develops a stir-
ring drama of sudden misfortunes and
trials. The story interest rises consist-
ently and develops into a powerful climax
which unfolds the big surprise in a force-
ful and convincing manner."
The leading male roles in "The Mid-
night Call" are played by Emory John-
son himself and Johnny Walker. Others
in the cast are Ralph Lewis, Claire Mc-
Dowell. Ella Hall and Dick Morris.
Legionaries Guests at
Christie Comedy Showing
Members of the American Legion and
disabled veterans were guests of the Cali-
fornia theatre, Los Angeles, during the
showing of the Christie comedy, "Oh
Promise Me," which legionaries of the
Hollywood Post of the American Legion
cooperated in making.
Disabled soldiers from the U. S. Hos-
pital at Sawtelle were taken to the show
in automobiles provided by the Post War
Service League. General invitations to
all disabled veterans in and around Los
Angeles were issued to matinee show-
ings of the film. Legion members aided
Fred Miller, manager of the California, in
exploiting the picture.
Halsey Is Engaged by
Worth While Pictures
Edgar Selden, president of Worth
While Pictures Corporation, who is plan-
ning a series of photoplays with little
Madge Evans as the star, has engaged
Forrest Halsey, author, playwright and
scenarist, to prepare the script of the
initial production.
The story will be based on the famous
song, "On the Banks of the Wabash,"
the screen rights of which were pur-
chased some time ago by Mr. Selden.
It will be the first of a series of produc-
tions based on noted songs or stories in (
which Miss Evans will be starred.
Ince Film Given Long
Run on Loew Circuit
"Hail the Woman," the latest publica-
tion of Thomas H. Ince, distributed by ■
Associated First National Pictures, Inc.. ■
began a run on the Loew metropolitan I
circuit, New York, with simultaneou il t
play dates at the State theatre on Broad- m
way and the Metropolitan in Brooklyn m
This booking is one of the longest run.1 M
in number of days that the circuit hail
accorded a picture, it is said.
Buy Rights to Stage Play
Goldwyn has acquired the screei
rights to an old-fashioned stage inelo
drama, "The Great Metropolis," tlia
flourished in New York and other citie
about a quarter of a century ago.
Kpril 15. 1922
EXHIBITORS HERALD
JOHN GILBERT and support in two scenes from the forthcorring Fox production "Arabian Love.'
Good Pictures, Good
Business, Says Hirsh
Aywon President Returns to
New York After Trip
Through West
J "Good pictures mean good business:
poor pictures mean continued hard times."
This is the gist of a statement issued
by Nathan Hirsh, president of Aywon
Film Corporation, upon his return to
New York after a trip through the West.
Mr. Hirsh said:
Rights Are Sold
"Business is good, mighty good, with
(those exchanges who have the goods. In
other words, exchanges that have good
pictures to sell are doing good business. It
is only those who have poor pictures that
a're still crving hard times."
"Arrow Photoplay Company of Denver
and Seattle has purchased territorial
rights on Aywon's "Big Boy" Williams
pictures and three "Snowy" Baker fea-
tures and "Blind Love." Twentieth Cen-
tury Film Company of Philadelphia also
has purchased the "Big Boy" Williams
and "Snowy" Baker pictures. Security
Film Company of Baltimore has pur-
chased the rights to Aywon's "The Mas-
ter of Beasts," a series of four wild animal
pictures.
President of Photocraft
Mr. Hirsh. who also is president of
Photocraft Productions, reports that in
addition to the sale of territory on "Oh,
Mabel Behave" to Phil Selznick of Cleve-
and and Independent Films of Boston,
ne has recently signed contracts with Su-
perior Films of Salt Lake City an<l
Griever Productions of Chicago.
Rights on "Oh. Mabel Behave" have
jeen sold for Argentina. Ciuguay, Para-
guay, Chile, Peru and Bolivia.
Press of Production Work
Keeps Ince from Meeting
Owing to his absence of more than six
•veeks from his studio and the necessity
>f returning to Los Angeles to supervise
iroduction activities, Thomas H. Ince
ias declined an invitation to be a guest
at" honor and to speak with Will H. Hays
it the Southeastern Better Films Con-
erence in Atlanta. April 28. The invita-
:ion was inspired by the high approval of
[Hail the Woman" by the Better Films
committee of Atlanta.
Results of Sales Drive Evidence
Of Confidence in Pathe President
Standing of Various Teams Not Yet Determined by
Home Office Executives— Receipts Exceed All
Anticipations, Says E. A. Eschmann
casion of the Fourth Brunet Anniversary
produced results both material and of
sentiment which we do not believe could
be equalled by any other organization in
the motion picture industrj-.
"Although the prizes were well worth
fighting for, they seemed actually to be a
secondary consideration. As already
stated, the returns have not yet de-
termined with certainty what teams are
winners. In each instance the prize
money will be divided on the basis of 40
per cent for the branch manager and 60
per cent to be shared equally between all
the winning Pathe salesmen, assistant
manager, booker, cashier, etc. Wherever
a tie results, the full award will go to
each branch thus tied.
"The capital prizes fought for within
each division are: First Division. $2,500:
Second Division, $1,500; Third Division.
$1,000: Fourth Division, $750; Fifth
Division. $500."
Pathe's "Brunet Anniversary Contest"
has been concluded and home office ex-
ecutives are enthusiastic over the results,
the gross sales and collections exceeding
the most sanguine anticipations, accord-
ing to General Sales Manager E. A. Esch-
mann.
Further, the contest "was a practical
and spontaneous whole-hearted expres-
sion of regard for Paul Brunet personally
and of loyally to and confidence in the
president of Pathe Exchange." declares
Mr. Eschmann, whose statement follows:
Quotas Are Exceeded
"The remarkable result means un-
equivocal admiration for a quality of in-
dustrial leadership that is all too rare,
in these or any other times. It is also an
expression of gratitude for the privilege
of uninterrupted employment, of security
through a trying economic period, gained
only under leadership of such proved
capacity.
"Although the returns are far from
complete as yet and the winning teams
accordingly not yet determined, the gross
sales and collections resulting from the
'Brunet Anniversary Contest' exceed the
most sanguine home office anticipations.
The fact that general business conditions
were less favorable than existed at the
time of previous contests does not seem
to have had any influence on the spirits
or energy of the contestants. The cer-
tainty that the business was there is
proved by the circumstance that they
went out and got it. Practically every
branch quota is exceeded, with returns
still coming in.
Prepare Souvenir Volume
"The extent to which sentiment entered
into the contest is a convincing express-
ion of the personal popularity which
President Brunet has won in all ranks of
the Pathe organization. Not content with
piling up substantial results of the sales
drive in his honor, the field forces were
foremost in the speedy completion of a
magnificent souvenir volume, the contents
of which form an autographic muster roll
of the Pathe army, executives, heads of
departments and employes. In fact, oc-
"Isle of Zorda" Song
To Be Published As a
Tie-up With Pathe Film
An arrangement has just been com-
pleted by the Pathe Exchange, Inc., with
the S. C. Caine. Inc.. music publishers
in Xew York City, to publish a song,
"The Isle of Zorda," as an additional
exploitation accessory for the Pathe spe-
cial feature of the same name. The
words of the song were written by Herb-
ert Crooker and Milt Hagen. well-known
lyric writers, and the music is by Victor
Nurnberg.
Music dealers in every key city in the
L'nited States will carry the song num-
ber and a line of accessories will be
gotten out by the publisher also. Branch
managers of the Pathe Exchange have
been notified of the arrangement and are
enthusiastic in their comment over the
tie-up.
That the song will be an asset to ex-
hibitors who have booked the picture is
predicted, as the melody has been in-
corporated into the mystic cues, and the
haunting tune should form a splendid
musical theme for the photoplay.
74 EXHIBITORS HERALD April 15. 1922
State Right Men Are to Roadshow Serial is Completed
" Yankee Doodle, Jr. " for Burnside By Warner Brothers
"Yankee Doodle, Jr.," produced by M.
J. Burnside, will be sent out as a road-
show through state right exchanges. Mr.
Burnside qualifies this statement with the
announcement that "those territories not
represented by genuine showmen "who
know how to exploit a big roadshow at-
traction will be handled by myself."
Paul Gray, general press representative
for the producer, will conduct very com-
prehensive and spectacular exploitation
in the key cities in which the production
is booked. Mr. Burnside's plans for the
production are explained in the following
statement:
Fireworks for Exploitation
"'Yankee Doodle, Jr. '"will be exploited
in a most unusual manner. As proof of
this statement Paul Gray has arranged
for a mammoth pyrotechnical display of
fireworks, including roman candles, sky-
rockets, boomerangs, red fire and smoke
pots for every first-run key city showing.
"He has also made arrangements for
issuing 'Yankee Doodle, Jr.' hats, canes,
fans, firecrackers, toy pistols and a dozen
other novelties which will be furnished
the exhibitor.
Arranges Lobby Display
"For those exhibitors who favor a spe-
cial lobby display, Mr. Gray has designed
a portable ballyhoo sign that will adver-
tise 'Yankee Doodle, Jr.' This sign will
be fitted with electric lights and is a gen-
uine novelty. It can be carried from one
city to another and will attract more
than the usual amount of attention.
"Since publication of the splendid re-
view that the Exhibitors Herald repre-
sentative saw fit to accord my picture I
have been swamped with offers from all
over the country for my picture. I am
going to ask a high price for territorial
rights. State right men who want to play
this picture on a percentage basis might
just as well not communicate with me.
There are dozens of these exchanges
operating today, but they will not play
my picture in this manner. I will demand
a large cash advance. I have turned
down an offer of $100,000 cash for this
picture. That I would be foolish to send
it out without more of an advance is
plain to everybody.
Is Costly Feature
"Only showmen will be able to be as-
sociated with me in the marketing of
'Yankee Doodle, Jr.' Those territories
that are not represented by genuine
showmen who know how to exploit a big
roadshow attraction, will be handled by
myself. An advance man must be sent
out on 'Yankee Doodle, Jr.' It is a big
attraction and easily the most costly film
ever offered the state right market. Its
massive sets and cast of over 3,000 cost
money and they will bring money to the
box office."
Mr. Burnside has offices in the Astor
hotel in New York. Assisting Mr. Gray
is Harry L. McCormick.
Grapples With Alligator
In Selig's Latest Serial
Animal serials have contained many
thrilling encounters with jungle beasts
but Col. Selig claims he has staged the
greatest of them in Episode 8 of "The
Jungle Goddess," his newest chapter pic-
ture, which Export & Import Film Com-
pany is distributing.
In this chapter Truman Van Dyke,
the hero, is thrown into a pit crowded
with alligators. One of the alligators
circles around him and then lunges
at him. In the making of the film Van
D3'ke, to protect himself, tried to push
the crawling brute from him. The big
fellow whipped his tail around and be-
fore the trainers could interfere the
man and beast were rolling over in
the mud. Col. Selig states that the scene
is not duped or double exposed, but the
real thing.
"A Dangerous Adventure" is
Scheduled for Early
Publication
"A Dangerous Adventure,'' the Warner
Brothers' fifteen episode animal serial, star-
ring Grace Darmond, has been completed
and the final prints have arrived at the east-
ern offices of the Warner organization.
Warner Goes East
S. L. Warner, under whose supervision
the serial was made and who directed the
last episodes, has left the West Coast stu-
dios for the East. The final editing and
titling of the last episodes will be made in
the East by Mr. Warner.
While no definite date has been set for
the publication of the serial, it is stated that
it will not be held over for fall distribution,
but will be issued in the near future.
Philo McCullough in Cast
Prominent members of the cast support-
ing Miss Darmond include Philo McCul-
lough, Jack Richardson, Robert Agnew,
Derelys Perdue, and other well-known play-
ers. The story and continuity of the serial
was written by Frances Guihan.
N. Y. Exchange to Handle
Second National Product
Second National Pictures Corporation
has entered into an agreement with
Myriad Exchange, Inc., of 729 Seventh
Avenue, New York, for the distribution
of the twelve specials and feature photo-
dramas to be published in the current
season. Myriad Exchange will handle
the Second National output in Greater
New York and New Jersey.
The agreement was entered into fol-
lowing a showing of "Her Story," the
Dion Titheradge picture featuring Madge
Titheradgc, attended by the board of
critics of Myriad Exchange, composed of
Murray F. Beier, manager; M. Schiller
and F. Schiller.
More Territories Closed
For Guinn Williams Film
Di Lorenzo, Inc., announced this week
that the following sales were closed on
"Blaze Away," the first of a series of
twelve "Big Boy" Quinn Williams fea-
tures that are to be published in the inde-
pendent market.
Texas, Oklahoma and Arkansas sold
to the R. D. Lewis Film Corporation of
Dallas; North and South .Carolina to the
Continental Pictures Corporation of
Charlotte; and foreign rights for Argen-
tine, Paraguay, Uraguay, Chili, Peru and
Bolivia to Max Glucksman of New York
City.
Anchor to State Right
Novelty Film of Stars
An unusual novelty, picturing a recent
motion picture event, in which a number
of screen stars and western riders par
ticipated, is being offered to independen
exchanges by the Anchor Film Distribu
tors, Inc., according to Morris R. Schlank
president.
The title of the picture, which com
prises two reels, is "The Movie Star'?
Stampede," held under the auspices ol
Pauline Frederick, who was assisted bv
Will Rogers. Pete Morrison, "Big Boy'
Williams, "Tex" Parker and a host 01
other Western favorites.
LET
OTHERS TALK!
we're modest
WHAT THE TRADE IS SAYING ABOUT
"BLAZE AWAY!"
Motion
Picture
News:
Moving
Picture
World:
Exhibitors
Trade
Review:
Exhibitors
Herald:
WATCH
the
"BIG BOY"
WILLIAMS
SERIES
A sure-fire brand of entertainment. The BEST of Guinn
Williams' features . . . plenty of VITAL ACTION. ... IT
CARRIES THE SPECTATOR ALONG THROUGH ITS HUMAN IN-
TEREST ELEMENT and its DRAMATIC PUNCH I
"Blaze Away," starring "Big Boy" Williams, is among the BEST
and MOST ENTERTAINING productions released in the open mar-
ket this season. "Big Boy" Williams does HIS BEST WORK in
••Blaze Au.n " For horsemanship THIS PICTURE is EX
i Kl DJNGI.S' ("LEVER . . Continuity is smooth; photograph;
good: lighting is excellent.
NO STATE RIGHT BUYER SHOULD FAIL TO SEE "BLAZE
AWAY"— IT IS A WINNER. . . . packed full of suspense from
START to FTNISH. W. Hughes Curran, the director, has done a
CRAFTSMAN!. IKE JOB. Molly Malone, playing opposite Williams,
lii.»k>. like a MILLION Dollars. It was a pleasure to view the work
of Williams.
A CLEAN WESTERN DRAMA, FULL OF ACTION and THRILLS.
Well photographed. Will SATISFY lovers of true-to-tvpe Westerns.
Williams has pleasing personality and CARRIES A WICKED PUNCH.
Good, clear photography, well chosen locations and a LOGICAL
CONTINUITY.
EiLORENZQ^
135 WEST 44TH STREET
NEW YORK CITY
Produced by
Frederick Herbst
Productions
Directed by
W. Hughes Corran
April 15, 1922
EXHIBITORS HERALD
7-5
foam trh&+
C&pn Kidd
Wire for Territory
_ Star Serial Corporation
JOE BRANDT, PRESIDENT
1600 Broadway .'. New York
My First Independent Serial — is the
Greatest Serial I ever appeared in!
Directed by J. P. MacGOWAN
15 Chapters of Thrilling Stunts.
Furious Fighting on Land and
Sea— and Superb Settings.
Ready for Release
FOLLOW
I AM THE LAW!
.)e Skirboll, of First National, Pittsburgh
h bought "Burn 'Em Up Barnes" before it was finished.
h grabbed "I AM THE LAW."
~.i says, "With a 'sure-fire director like EDDIE CAR-
IrVE — a snow picture — a cast like ALICE LAKE, KEN-
1ETH HARLAN, ROSEMARY THEBY, GASTON
•LASS, NOAH BEERY, WALLACE BEERY, HEC-
DR SARNO, and a host of others—
Hoiv can you go wrong?"
EDWIN CAREWE
PICTURES CORPORATION"
8. P. Fineman. Pres B. F. Zeidman.V.-Pt.
Distributed by
AFFILIATED
DISTRIBUTORS, INC.
C. C. Burr. Pres.
133-135-137 West 44th Street
New York City, N. Y.
The £%
Big Q
Are
Coming
Sunbeam ^
"Brighten the Box Office".
26 Roaring Two-Reelers
featuring
BILLY WEST
in a Series of High-Class Comedies
FIRST RELEASE—
"You'd Be Surprised!"
Now Ready.
Territory is going very fast.
Wire,
C. B. C. FILM SALES CORP.
1600 Broadway New York
76
EXHIBITORS HERALD
April 15. 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
Safe From Press Agents
N'ELIGH, NEB.— To the Editor: I like
the Herald from cover to cover but 1
personally believe that the departments ot
the most interest to exhibitors are W hat
the Picture D.id for Me" and "Letters
from Readers," for through these depart-
ments we get unbiased first-hand infor-
mation that we can rely on, as we know
they are not tempered by any influence
and are free from press agent bull and tin-
Lord knows we are fed up on press agent
bull enough. . .
A forum for the free discussion ot the
needs of the small town exhibitor seems
to me to be of vital interest. I don't
write much along this line myself for
the reason that 1 feel that others can.
and are, covering the ground better than
1 could hope to. I have received much
benefit from these letters and often times
I feel like shouting "Amen" to much
that has been said.
It seems to me also that producers
could get some very valuable information
for their guidance by scanning these let-
ters closelv, for the small town exhibitor
is an important factor to them or should
be and his needs should have their at-
tention.—J. C. Jenkins, Auditorium the-
atre, Xeligh, Neb.
Wants Paper Price Cut
SPANGLER, PA.— To the Editor: 1
like the Herald very much.
Can't a drive be made to bring down
the cost of advertising which we buy
from exchanges? It ought to be reduced
at the very least fifty per cent— Joseph
Gray, Tru Art Theatre, Spangler, Pa.
Welcomes Big Specials
IRONWOOD, MICH.— To the Edi-
tor: I find that during the present de-
pression the only thing that saves my
neck is big specials that are already put
over in the cities because the audience
will not give up their money unless they
know you have a sure-fire good picture.
These specials must be bought right and
sold right at the box office. Don't kid
yourself. The audience is just as wise
or wiser than you.— A. L. Picker, Rex
theatre, Iron wood, Mich.
On Pathe Three- Reelers
PENDLETON, IND. — To the Editor:
I find by booking the Pathe three-reel
Playlets with the serial "Winners of the
West" and Rolin Comedies, it gives a
varied program so that some part will
suit each individual patron and it has in-
creased my attendance to a great extent.
This especially gives the small town
exhibitor a wonderful and varied pro-
gram to suit all at a reasonable feature
price and helps keep service rental down.
One gets as much in the three-reel play-
let as in most five or six reel features.—
L. G. Benefiel, Mars theatre. Pendleton,
Ind.
Appreciates Price Reduction
SUPERIOR, WIS. — To the Editor:
You apparently have neglected to com-
pliment Universal film service on having
cut prices on all advertising to be bought
ALICE CALHOUN in a scene from
"The Angel of Crooked Streets," a
forthcoming Vitagraph production.
by the theatres hereafter. Are the others
going to do the same? — Frank Buckley,
Theatre Princess, Superior, Wis.
Wide Exploitation Planned
For "Cap'n Kid," First
Of Polo Starring Serials
An extensive and far-reaching advertis-
ing, publicity and exploitation campaign,
designed to serve the state rights buyer
in the marketing of his product and the
exhibitor in playing the product, has been
begun in conjunction with "Cap'n Kidd."
the first of six special serials which are
to be made featuring Eddie Polo, well-
known serial star, and which are to be
distributed on the state rights market.
A large appropriation has been set
aside by Star Serial Corporation for
publicity and advertising purposes, which,
according to present plans will embrace
adequate representation in all of the trade
and regional journals in this country and
abroad.
An elaborate and unusual press book, to
number thirty-two pages, is being pre-
pared in behalf of "Cap'n Kidd." Ex-
ploitation suggestions, advertising matter,
press stories, feature articles and sundry
printed "copy" will be embodied in this
press book, which it is felt will assist ex-
hibitors materially in exploiting the serial.
Marcus Made Chief of
Metropolitan Exchanges
Nathan Marcus has been made man-
ager of Metropolitan National Ex-
changes. 7:29 Seventh avenue, New York
City. Jerome Wilson has been made
special representative. Norman L. Sper
is the third of the triumvirate.
Metropolitan National Exchanges is
handling National Exchanges, Inc. pro-
ductions in Greater New York. "Why
Not Marry" is scheduled as the next pub-
lication.
Report Many Bookings
For Baby Peggy Comedy
Heavy bookings are reported by Cen-
tury comedies for "Peggy Behave"
starring little Baby Peggy. This film is
now playing at the Cameo theatre, New
York and is booked for Sid Grauman's
Million Dollar theatre on the West coast.
It recently played the Central theatre on
Broadway.
film laughs from
TOPICS DAY
SELECTED BY
TIMELY FILMS Inc
Miss Flap — She swears that no young
man's lips have ever touched hers.
Miss Flip — Well, that's enough to make
any girl swear, I think. — New York Sun.
*
"Willie, can't you be quiet for a bit?"
"No, ma ; two bits is my lowest figure." —
Boston Transcript.
*
Ray — I just adore the way your room-
mate dresses.
May — Oh, dear! Has she been leaving
her window shades up again ? — "Topics of
the Day" Films.
*
"Awful accident in the train today." re-
ported Willie.
"What was it ?"
"A woman had her eye on a seat and a
man sat on it!" — ll'cstcrfield (.Y. /.)
1. coder.
*
Teacher — What was the Sherman Act?"
Tommy — Marching through Georgia. —
Saturday Evening Post.
*
Sweet Young Thing — I can't marry you.
You are penniless.
Young Fellow — That's nothing, the Czar
of Russia was Nicholas. — Vaudeville News.
*
"Did you telephone the plumber that the
hot water pipes are leaking?"
"Yes, my dear."
"What did he say?"
"He said he'd put us on his waiting list."
— Xew York Sun.
*
Teacher — Willie, what is a cubic yard?
Willie — I don't know for sure, but it
must be a yard that them Cuban kids play
in. — New York American.
*
Hobson — Sir, I am a self-made man.
Dobson — Who interrupted you? — Tit-
Bits.
"Foolish Wives" at Six
Theatres on Same Dates
What is said to be one of the most
unusual day and date runs took place in
Jersey City and its vicinity where six
competing theatres simultaneously played
"Foolish Wives," the von Stroheim Super
Jewel production. The six houses pooled
their advertising and created one of the
biggest advertising splashes in the local
newspapers ever attempted for motion
pictures in that vicinity.
The theatres were: the Roosevelt, West
Hoboken; the Central, Jersey City; the
Pastime, Union Hill; the Lincoln, Union
Hill; the Tivoli, Jersey City; and the
Fulton theatre, Jersey City.
Peter B. Kyne Stories
Obtained for Paramount
Jesse L. Lasky announces the acquisi-
tion of a series of stories by Peter B. Kyne
for Paramount productions, to star Jack
Holt under the direction of Joseph Hena-
bcry. The screen versions will be written
by Albert Shelby LeVino. Among them
arc "The Lost Kingdom," which Mr.
Kyne and Mr. LeVino are adapting from
the former's Red Book story; "Humaniz-
ing Mr. Wihsby" and "The Land Just
Over Yonder," which appeared in the
Saturday Evening Post. Later on another
Cappy Ricks story is to be produced.
EXHIBITORS HERALD
April 15, 1922
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
//
You are especially invited to contribute regularly to this d epartment.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me," EXHIBITORS HERALD. 417 S. Dearborn St. Chicago.
First National
The Silent Call, with a special cast. —
At last! A picture that you can get out
and shout loud about to everybody. Boys,
if you are not going to bill this one. don't
buy it. — A. L. Picker. Rex theatre, Iron-
wood, Mich. — Neighborhood patronage.
Bits of Life, a Marshall Neilan produc-
tion.— Lay off. Even so poor that pro-
ducer apologized for it at finish. — C. R.
Sullivan. Fair theatre. Amarillo. Tex.
The Sign on the Door, with Norma
Talmadge. — A fair picture, but the light-
ing is poor for the most part. Did a
fair business on it. notwithstanding. — \\ .
H. Creal. Sr.. Suburban theatre. Omaha.
Neb. — Neighborhood patronage.
Dangerous Business, with Constance
Talmadge. — Very good. Pleased 100 per-
cent.— O. T. Kirby. Princess theatre. Rox-
boro. N. C. — Neighborhood patronage.
Scrap Iron, with Charles Ray. — A good
Ray picture. He is well liked here, and
always draws. His prize fight was. great,
and people came out wiping off their
brow and fanning with their hat. I
thought we would have to turn the fire
hose on the kids to cool them off. — C.
L. German. Royal theatre. Bonner
Springs. Kan.: — Small town patronage.
I Am Guilty, with Louise Glaum. —
" This is one of the best Glaum pictures
I ever witnessed. No business on ac-
count of so many others with this star
being bad. This one is extremely inter-
esting.— W. E. Elkin. Temple theatre.
Aberdeen. Miss. — Neighborhood patron-
age.
Wife Against Wife, with a special cast.
— Not so good, but it will get by when
played to fill in days before a big special.
— A. L. Picker. Rex theatre, Ironwood.
Mich. — Neighborhood patronage.
One Arabian Night, with Pola Negri. —
I did a good business and consider this
a very fine production, but I was the
only one who thought so. Oh Boys'.
How they did ride me for putting on such
a crude show. My opinion is. let it alone,
small town exhibitors. — F. W. Horrigan.
McDonald's theatre. Philipsburg. Mont. —
Mining camp patronage.
Molly O, with Mabel Normand. — Fine
picture, but not what the producer claims
it to be. Played a good business at reg-
ular prices. — Harold M. Schoonover.
Mazda theatre. Aurora. Neb. — Neighbor-
hood patronage.
One Thousand to One, with Hobart
Bosworth. — Not a new picture, but very
good, and pleased a small crowd. — H. \\ .
McCampbell. Auditorium theatre. Car-
pinteria. Cal. — Neighborhood patronage.
Gypsy Blood, with Pola Negri. — Not
anywhere near the drawing power of
Passion for me. The picture was favor-
ably received by those who saw it. the
acting of the star being particularly com-
mended.— E. L. Franck. Oasis theatre.
Ajo, Ariz. — Neighborhood patronage.
Peck's Bad Boy, with Jackie Coogan. —
I don't see anything to rave about in
this picture. Some of my adult patrons
enjoyed it, but of course the children en-
joyed every bit of it. I would call it
an ordinary program picture. — Edwin
Lake. Lake theatre. Baker, Mont.
Not Guilty, with Sylvia Breamer. —
This one should go over. Very interest-
ing.— J. W. Siebrand. New Grand the-
atre. Northwood. N. D. — Neighborhood
patronage.
Trust Your Wife, with Katherine Mac-
Donald. — If you are looking for a splen-
did picture, clean, beautiful settings, a
story that holds your attention, and
topped off by a beautiful star, don't look
any further. Take this and feel satisfied
that you have given your patrons some-
thing worth while. Had more favorable
comments on this than anything we have
run for some time. — C. L. German, Royal
theatre. Bonner Springs, Kan. — Small
town patronage.
Devotion, with Hazel Dawn. — Splen-
did picture. Lost money. No fault ot
picture. — H. W. McCampbell, Auditorium
theatre. Carpinteria, Cal. — Neighborhood
patronage.
Tol'able David, with Richard Barthel-
mess. — A wonderful production. All of
the characters are perfect. We received
many favorable comments from our pa-
trons on this one. Dick's got it in him
when they put him in pictures like this.
Give us more. — Harold M. Schoonover.
It's Not a
Bet. It s a
Sure Thing
I wish to take this opportun-
ity to thank you for the copy
of the Box Office Record. I
have come to realize that the
"Herald" is the best bet for
any exhibitor.
The service which the "Her-
ald" gives can not be found
elsewhere, nor bought. Let all
the exhibitors do their duty
and the "What the Picture Did
For Me" department will be-
come the greatest asset we
have to promote good pictures
and combat the bad ones.
L. O. WHITE,
Big Bend theatre,
Alpine, Texas.
Mazda theatre. Aurora, Neb. — Neighbor-
hood patronage.
Bob Hampton of Placer, a Marshall
Neilan production. — Great, and pleased a
good house. Wesley Barry sure puts a
kick in it. — F. W. Horrigan, McDonald's
theatre. Philipsburg, Mont. — Mining
camp patronage.
Harriet and The Piper, with Anita
Stewart. — Good. Splendidly set and well
cast. — Gustine and Roush, Princess the-
atre, Lewistown, 111. — Neighborhood pat-
ronage.
Woman's Place, with Constance Tal-
madge.— A typical Connie picture, but a
little better than the average. Connie
always gets 'em in for us. This is a pic-
ture they will get out and boost for you.
— Harold M. Schoonover, Mazda theatre,
Aurora. Neb. — Neighborhood patronage.
Harriet And The Piper, with Anita
Stewart. — Not as good a drawing card
with us as the average Stewart. The
women, as a rule, liked the picture bet-
ter than the men did. Very well pro-
duced, and follows the book closely
enough so that the story can be recog-
nized.— E. L. Franck, Oasis theatre. Ajo,
Ariz. — Neighborhood patronage.
The Last of the Mohicans, a Maurice
Tourneur production. — We had many
favorable comments on this picture and
received the patronage of the best people
in town. — H. D. Tawney, Dixie theatre.
Lilbourn, Mo. — Small town patronage.
Wedding Bells, with Constance Tal-
madge.— Clever picture, but did not
register at box office. — A. H. West, Bab-
cock theatr,'. Billings, Mont. — General
patronage.
The Girl in the Taxi, with Mr. and Mrs.
Carter De Haven. — A plearing comedy.
Gave general satisfaction. — Charles
Sv.anson. Opera House, Wahoo. Neb. —
Neighborhood patronage.
Her Kingdom of Dreams, with Anita
Stewart. — Not many people, about 100.
but they wanted to see Anita. More good
comments than for a long time. Goofl
acting and good clean stuff. — Unique the-
atre. Bricelyn, Minn. — Neighborhood pat-
ronage.
Unseen Fcices, with a special cast. —
Splendid production. Story will please
high class trade only, and probably will
not draw well. Would not advise book-
ing on that account. If already booked
don't be afraid of it. It is cleaner than
majority of society pictures. Six reels.
— Philip Rand. Rex theatre, Salmon, Ida-
ho.— Small town patronage.
The Truth About Husbands, wifb a
special cast. — We can't understand why
this picture was made. It has no moral,
no plot, and is a poor picture. — Charles
Swanson. Opera House. Wahoo, Neb. —
Neighborhood patronage.
The River's End, a Marshall Neilan
production. — This picture was liked by
my people better than any other Marshall
Neilan special. — D. Lee Short, Opera
78
l;.XHIBITORS HERALD
April 15, 1922
MARJORIE DAW in a scene from the American Releasing production,
Truth," soon to be published.
'The Lying
House, Bridgeville, Del. — Neighborhood
patronage.
Nomads of the North, with a special
cast. — Good picture. Drew well" and
pleased. — Fred M. Rich, Strand theatre,
Perry, Mo. — Neighborhood patronage.
The River's End, a Marshall Neilan
production. — A very good picture and
follows the book very closely. — Horton &
Lattin, Odessa Opera House, Odessa,
N. Y. — Neighborhood patronage.
Man-Woman-Marriage, an Allen Holu-
bar production. — This picture will do
more to help "the movies" than any
picture we have played. 100 percent sat-
isfaction. Capacity business two days.
— Charles Swanson, Opera House, Wa-
hoo, Neb. — Neighborhood patronage.
Fox
Chasing the Moon, with Tom Mix. —
This is one of Mix's typical pictures. One
that goes big. Full of pep from start to
finish. Tom goes big in this part of
the country. — J. Carbonell, Monroe the-
atre, Key West, Fla. — Neighborhood pat-
ronage.
A Stage Romance, with William Far-
num. — The story good, but did not appeal
to our audience. — O. T. Kirby, Princess
theatre, Roxboro, N. C— Neighborhood
patronage.
SKY HIGH, with Tom Mix,—
Here is a picture which you should
let your patrons see. It contains
some of the most beautiful scenery
ever put upon the screen. When
Tom starts to move he darts over,
through and around the landscape
with great agility and hops from
cliff to cliff like a goat. Neither
does he seem to care whether he
alights upon his hoof or on his
horns.. We stood them out on the
first day's showing in the afternoon,
which is unusual. — W. H. Creal,
Sr., Suburban theatre, Omaha, Neb.
Iron to Gold, with Dustin Farnum. —
Picture Rood. Should please any house
who uses Westerns. Business poor on
account of h^rd rain. — Norwine Amuse-
ment Co., Odeon theatre, Bonne Terre,
Mo. — Neighborhood patronage.
The Devil Within, with Dustin Far-
num.— This picture will please some,
naturally, but the majority didn't care
for it. There is too much fighting. Blood
and thunder; that's what you get here.
It also failed to draw, on account of the
name, I am sure. — W. E. Elkin, Temple
theatre, Aberdeen, Miss. — Neighborhood
patronage.
The Broadway Peacock, with Pearl
White. — One of her best, but not as good
as Any Wife. They are crying for her
in serials. Hurry. — W. W. White, Jeffer-
son theatre, Jefferson City, Tenn. — Neigh-
borhood patronage.
Sky High, with Tom Mix.— One of the
best we have ever shown. Scenery beau-
tiful. Photography flawless. Satsfactory
from every angle and pleased them all,
which is quite some stunt. — L. B. Ander-
son, Lyric theatre, Barnbridge, N. Y. —
Small town patronage.
Sky High, with Tom Mix. — A good
clean, dashing Western drama with Mix
at his best. Scenery magnificent and
story is there. Mix always gets us busi-
ness and pleases the crowds. — Ben. L.
Morris, Temple theatre, Bellaire, O.
Pardon My Nerve, with Charles Jones.
— Dandy picture, but Charles Jones ought
to be made pay for changing his name
from Buck to Charles. It is hard enough
to get one name before the public with-
out changing. People are at a loss to
know what it is all about. — E. Gailey,
Crystal theatre, Wayne, Neb. — Neighbor^
hood patronage.
Chasing the Moon, with Tom Mix. — A
very good picture. Not as good as some
Mix has made, but Mix goes good for us
all the time. — Spalding Bros., Gem the-
atre, Taylorville, 111. — Neighborhood pat-
ronage.
Cinderella of the Hills, with Barbara
Bedford. — A pleasing little story with a
good star in the making. Did not draw
as star was not known. But the next
time we will do more. There are some
splendid pictures in these 20th Century
Fox pictures. — W. E. Elkin, Temple the-
atre, Aberdeen, Miss. — Neighborhood pat-
ronage.
Sky High, with Tom Mix. — The scen-
ery carries it over. Not as good as some
of his others, but on account of the scen-
ery it satisfies. — W. W. White, Jefferson
theatre, Jefferson City, Tenn. — Neighbor-
hood patronage.
Perjury, with William Farnum. — Fine
picture. Acting of the star very good.
Would say it pleased all who saw it.
Poor business on account of conditions
and rain. — Norwine Amusement Co., Od-
eon theatre, Bonne Terre, Mo. — Neigh-
borhood patronage.
To a Finish, with Charles Jones.— Star
very popular. Story with a funny twist,
which entertains. Good attendance and
patrons pleased. — L. B. Anderson, Lyric
theatre, Barnbridge, N. Y.— Small town
patronage.
The Plunger, with George Walsh.—
Good play for a mixed Saturday night.
Wall street and stock exchange scenes
fine. Scenery of big estate beautiful.
Plot good. Clean story. George Walsh
puts up some good scrapping. Acting of
Virginia Valli very mediocre. Revolving
effect of stage and sets. An interesting
feature. Prices 30 and 15 cents. — Philip
Rand, Rex theatre, Salmon, Idaho.—
Small town patronage.
The Ragged Heiress, with Shirley
Mason. — Very pleasing little picture with
a pleasing star. It's good. — E. Gailey,
Crystal theatre, Wayne, Neb.— Neighbor-
hood patronage.
The Lady From Longacre, with Will-
iam Russell. — This picture should please
any audience. — O. T. Kirby, Princess the-
atre, Roxboro, N. C. — Neighborhood pat-
ronage.
Bar Nothing, with Charles Jones.— A
real Western with lots of action that
pleased 100 percent. — E. S. Sutter, Col-
umbia theatre, Kansas City, Mo. — Neigh-
borhood patronage.
Chasing the Moon, with Tom Mix.—
Fair picture and the subtitles saved it.
Too silly a story, although good action.
Poorest lately that we have had of Mix's
knockouts. — E. Gailey, Crystal theatre,
Wayne, Neb. — Neighborhood patronage.
A Virgin Paradise, with Pearl White.—
Picture good. Pleased 95 percent. Busi-
ness fair considering conditions. Don't
be afraid to boost it. It will make good.
— Norwine Amusement Co., Odeon the-
atre, Bonne Terre, Mo.
A Virgin Paradise, with Pearl White.—
Swell picture. Play it even if you don't
like White. It is good and ought to
please. — E. Gailey, Crystal theatre,
Wayne, Neb. — Neighborhood patronage.
Gleam o' Dawn, with John Gilbert.—
Picture good. Have seen some adverse
criticism on this picture. Don't know
why. It not only pleased our people,
but other theatres we serve. Wouldn't
it be a good idea when a picture is not
liked, or did not please, to say why? —
Norwine Amusement Co., Odeon the-
atre, Bonne Terre, Mo. — Neighborhood
patronage.
The Face at Your Window, with a spe-
cial cast. — Two nights a losing proposi-
tion. No good for Western small town.
— L. W. Splichel, Empress theatre, Ban-
croft, Neb. — General patronage.
Goldwyn
Watch Your Step, with Cullen Landis.
— This is the kind of a picture our patrons
like. A fast moving comedy-drama. Cul-
len Landis sure is a comer. Give him
some more like this one. — Harold M.
Schoonovor, Mazda theatre, Aurora, Neb.
— Neighborhood patronage.
The Invisible Power, with a special
cast. — A warning to other exhibitors.
Don't ever pav real money for this one,
as it does not go over. It is a poorly
constructed story that fails to register.
There are some patrons who appreciate
good acting who will tell you how good
this one is, but the box offce does not
register it. Has no drawing power. — W.
April 15, 1922
EXHIBITORS HERALD
79
H. Brenner, Cozy theatre, Winchester,
Ind. — General patronage.
The Grim Comedian, with Jack Holt. —
A good picture that will please all. All
Goldwyn pictures are good. — E. S. Sut-
ter, Princess theatre, Kansas City, Kan. —
Neighborhood patronage.
Beating the Game, with Tom Moore. —
Good program picture. Add a strong
comedy and you will have an evening's
entertainment. — A. L. Picker, Rex theatre,
Ironwood, Mich. — Neighborhood patron-
age.
Boys Will Be Boys, with Will Rogers.
— Not Will's best, but it's good enough.
He's too darned homely to draw the
women, but the men all fall for him. I'll
play anything he makes if there is nobody
there but the janitor and me. I'm still
swearing by Clarence Badger as direc-
tor.— J. C. Jenkins, Auditorium theatre,
Neligh, Neb.
Hoid Your Horses, with Tom Moore. —
Tom Moore and his smile always pulls
them in. A good picture. Photography
wonderful. — AJ. Barton, Carillon theatre,
Tisonderaja, N. V. — Neighborhood pat-
ronage.
His Back Against the Wall, with Ray-
mond Hatton. — A tine Western comedy-
drama. It is something different than the
regular run of Westerns, so made quite
a hit. If you want a Western not of the
shootin' gallery type, grab this one. —
Harold M. Schoonover, Mazda theatre,
Aurora, Neb. — Neighborhood patronage.
Dangerous Curve Ahead, with a spe-
cial cast. — Did not see this one. How-
ever, we received praise from everyone as
they left theatre and I am sure the pro-
duction is better than average and has a
fair drag for box office. Not as big as
The Old Nest. — W. H. Brenner, Cozy
theatre, Winchester, Ind. — General pat-
ronage.
A Tale of Two Worlds, with a special
cast. — I was flirting with a lot of nurses
in an Omaha hospital when this one
was played so can't give a personal re-
view. It was reported as fairly good
entertainment. Presume it to be an or-
dinary program offering. — J. C. Jenkins,
Auditorium theatre, Neligh, Neb.
Just Out of College, with Jack Pick-
ford. — A good comedy-drama that
pleased. Many good laughs and while the
\ Gentleman
To See Dr.
J. C. Graf |
1 Gee! j
1 That was an awful jolt Doc jf
1 Graf of Stewart, la., gave me, §
1 but I suppose I deserved it. I H
1 may not know much about j|
1 Iowa but I do know "What fj
I The Picture Did For Me" so §
I I'm sending in a few reports. E
1 Doc, I have a very good rea- 1
1 son for not wanting to send in B_
1 my likeness and I know that 1
1 you will agree with me when 1
1 we meet face to face at our |j
jj next convention.
PETER KRAUTH,
Denison Opera House,
Denison, la. 1
ning, the picture holds the interest. — W.
J. Powell, Lonet theatre, Wellington, O.
— Small town patronage.
The Glorious Fool, with a special cast.
— This proved a big lemon for us. Too
much stalling. Should be about two or
three reels. It is a shame to put popu-
lar stars in such stuff. — Harold M.
Schoonover, Mazda theatre, Aurora, Neb.
— Neighborhood patronage.
The World and Its Woman, with Ger-
aldine Farrar. — Fair picture. — A. C. Betts,
Powers theatre, Red Creek, N. Y. —
Neighborhood patronage.
The Girl With the Jazz Heart, with
Mabel Norinand. — Fair comedy-drama.
Very short. Not over four reels. — Will
F. Taddiken, Elite theatre Morganville,
Kan. — Neighborhood patronage.
Hodkinson
Cameron of the Royal Mounted, with a
special cast. — This picture did a good
week's business and pleased 90 percent
of the patrons. — Samuel Harding, Lib-
erty theatre, Kansas City, Mo. — Transient
patronage.
Rip Van Winkle, with Thomas Jeffer-
son.— This kind of stories don't get any-
where from a box office standpoint. Too
bad they ever woke up poor Rip. Poor-
est business in a long time, and I went
after it with extra advertising and exploi-
tation. Played three days. — Frank L.
Browne, Liberty theatre, Long Beach,
Cal. — General patronage.
Jane Eyre, a Hugo Ballin production. —
An occasional picture of this sort will
add prestige to a house, even if they
don't like costumes of another genera-
tion. Did not do a big business, but
brought out the older ones who seldom
come. — L. B. Anderson, Lyric theatre,
Bainbridge, N. Y. — Small town patron-
age.
Live Sparks, with J. Warren Kerrigan.
— Just a fair picture, clumsily acted. Big
oil fire a fake. — J. E. Higgins, Majestic
theatre, Cullom, 111. — Neighborhood pat-
ronage.
East Lynne, a Hugo Ballin production.—
It's a screen classic. My patrons thought
it too sad, however. They like peppy
pictures during these hard times.— F. E.
Sabin, Majestic theatre, Eureka, Mont.
— Neighborhood patronage.
The Mysterious Rider, with a special
cast. — A fairly good Zane Grey picture.
Drew well for a four-day run. — Frank L.
Browne, Liberty theatre, Long Beach,
Cal. — General patronage.
Metro
Turn to the Right, a Rex Ingram pro-
duction.— Go after this one. It will build
itself. Extend your run and shout loud.
It will stand increased admission and
double billing. — A. L. Picker. Rex the-
atre, Ironwood, Mich. — Neighborhood
patronage.
Peacock Alley, with Mae Murray. —
The best one Miss Murray ever put over.
It had the house packed from stage to
street. Wonderful picture. — Fred Yerber,
Liberty theatre. Corning, N. Y. — Neigh-
borhood patronage.
Little Eva Ascends, with Gareth
Hughes. — This goes over in fine style and
elevates Hughes to a higher plane than
he has held heretofore. The thing is done
in fine style and is interesting through-
out.— W. H. Brenner, Cozy theatre, Win-
chester, Ind. — General patronage.
Fightin' Mad, with William Desmond.
— A class A-l Western. Full of action
a..d thrills. One of the best Westerns
made. Went over good. — E. S. Sutter.
Princess theatre, Kansas City, Kan. —
Neighborhood patronage.
The Four Horsemen, with a special
CONWAY TEARLE in a scene from
"Love's Masquerade," a Selznick pro-
duction. The young lady is Winifred
Westover.
cast. — Wonderful, to big business and
delighted patrons. Charged 55c for all
seats. Play :t by all means. — F. E. Sabin.
Majestic theatre, Eureka, Mont. — Neigh-
borhood patronage.
The Great Redeemer, with a special
cast. — Very good title. Audience well
pleased. Received a number of compli-
ments. Heavy rain all evening. — Edw.
W. Werner, Windsor theatre, Canton, O.
— Neighborhood patronage.
The Conquering Power, with Rodolph
Valentino. — Went over better than The
Sheik, with business conditions bad here.
Boost it and you will get by big. — A. L.
Picker, Rex theatre, Ironwood, Mich. —
Neighborhood patronage.
Little Eva Ascends, with Gareth
Hughes. — A pleasing picture. Good for
the whole family. A clean wholesome
production. — Charles Swanson, Opera
House, Wahoo, Neb. — Neighborhood pat-
ronage.
A Trip to Paradise, with Bert LytelL
— Credit due Bert Lytell for his charac-
terization of "Curly Flinn." As a whole,
this is a good picture, though the first
reels are of more interest than the last. —
E. L. Franck. Oasis theatre, Ajo, Ariz.
— Neighborhood patronage.
Passion Fruit, with Doraldina. — A
really good melodrama with a big time
cast. Name is bad, but does not keep
people away. Star's dancing is a big
asset and can be advertised. It seemed to
please and got the people out. — Ben. L.
Morris, Olympic theatre, Bellaire, O.
The Conquering Power, with a special
cast. — A masterpiece in photoplays. Big
business to pleased audience. — Charles
Swanson, Opera House, Wahoo, Neb. —
Neighborhood patronage.
Camille, with Nazimova. — A good pic-
ture. Did not go over good here as far
as box office is concerned, but reports
were favorable. — A. L. Picker, Rex the-
atre. Ironwood, Mich. — Neighborhood
patronage.
A Chorus Girl's Romance, with Viola
Dana. — Good program picture. Viola
Dana popular here. — L. O. White, Big
Bend theatre, Alpine, Tex. — Small town
patronage.
80
E X II 1 P, I T ORS HERALD
April 15, 1922
Paramount
Fool's Paradise, a Cecil B. DeMille
production.— Most undoubtedly the finest
of De Mille's. More tine comments than
on anything we have shown in months.
A few cases of patrons seeing it second
time. Has everything a big feature needs
— Sterling theatre, Greeley, Colo. — Fam-
ily patronage.
THE SHEIK, with Rodolph
Valentino and Agnes Ayres. — This
is not "a western with the cowboys
dressed in kimonas," as reported,
but "an eastern'' with a lot of
Dagos dressed in Mother Hub-
bards. When a perfectly goodlook-
ing American sheik kidnaps an
unsuspecting damsel like Agnes and
takes her to his wigwam out
among the sand-burs, and a he-
vamp bandit swipes her and totes
her off to his harem behind a sand
dune in Arizona, and then the two
religious (?) denominations get
into a free for all over her, she
must be some girl. THE SHEIK
is spectacular to say the least, and
it has a draught like a suction
pump. It drew more business for
me than any picture since the days
when a dollar bill looked like a
cancelled postage stamp. The title
and Rodolph are the two main fac-
tors that drew them in. The women
all fall harder for that guy Rodolph
than for Fred S. Meyer of Ham-
ilton, O., and you boys know what
that means. If you want to finger
a big roll of long green play THE
SHEIK and step hard on exploita-
tion. It's there. — J. C. Jenkins,
Auditorium theatre, Neligh, Neb.
Moran of the Lady Letty. with Dor-
othy Dalton and Rodolph Valentino. —
A good melodrama, but with both stars
mis-cast. Patrons disappointed, and box
office felt the unfavorable criticism.
Played full neck, business dropping every
day. Opened great. — Frank L. Browne.
Liberty theatre. Long Beach, Cal. — Gen-
eral patronage.
Get-Rich-Quick Wallingford, a Cos-
mopolitan production. — A good clean
comedy. Superbly acted. Well directed,
and made a direct hit with a small crowd
occasioned by very bad weather. — L. R.
Moore, Roma theatre, Columbus Grove.
O. — Small town patronage.
The Bride's Play, with Marion Davies.
— An average picture which did an aver-
age week's business. — Samuel Harding.
Doric theatre. Kansas City, Mo.— Tran-
sient patronage.
Traveling On, with William S. Hart.
— Hart is always a good card for us, but
this picture was about the poorest I've
seen of him. Cannot recommend this
one as I have all of his. — J. Carbonell,
Monroe theatre. Key West, Fla. — Neigh-
borhood patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Good picture. Well
acted. Well produced. Broke all records
with the exception of The Kid. — Charles
Svvanson, Opera House, Wahoo, Neb.
— Neighborhood patronage.
The Sheik, wifh Rodolph Valentino and
Agnes Ayres. — Oh Boy!. This is a real
picture. It has been a month since I
played this and my patrons are still
talking about it. As a suggestion to my
fellow exhibitors, they should preview
this with the orchestra and then play the
Sheik music and have the piano player
sing the song, "The Sheik." I expect to
rebook this feature back again, as my
country patrons could not get in. — Ed-
win Lake. Lake theatre. Baker, Mont.
Forever, with Wallace Reid and Elsie
Ferguson. — One of the most beautiful
things it has ever been our privilege to
offer. Made mistake, however, of show -
ing at heavy advance over regular ad-
mission. Will stand thirty percent ad-
vance to big business. — Sterling theatre.
Greeley, Colo. — Family patronage.
Get-Rich-Quick Wallingford, a Cos-
mopolitan production. — This was well re-
ceived by an appreciative audience. While
not true to the book, it was better in that
it ended better. Well acted throughout.
— W. C. Allen, Casino theatre. Antwerp.
N. Y. — Neighborhood patronage.
The Little Minister, with Betty Comp-
son. — One of the best I ever saw. Many
compliments on this. Unfavorable
weather hurt my business, though. — L. O.
White, Big Bend theatre. Alpine. Tex. —
Small town patronage.
The Little Minister, with Betty Comp-
son. — This is a real picture. Will please
any audience. Is as clean as a hound's
tooth and as pure as the odor of freshly
picked violets. Book it and boost your
head off. it will make good. — H. W.
McCampbell, Auditorium theatre, Carpin-
teria, Cal. — Neighborhood patronage.
Experience, with Richard Barthelmess.
— Wonderful picture for the broad
minded, thinking people. Did not please
only about 60 percent. Over most of the
others' heads. — E. Gailey, Crystal the-
atre, Wayne, Neb. — Neighborhood pat-
ronage.
The Great Moment, with Gloria Swan-
son. — Wonderful production from all
angles. Pleased a fair sized crowd at
regular admission prices, 10 and 25 cents.
Book it. — -L. R. Moore, Roma theatre,
Columbus Grove, O. — Small town patron-
age.
The Little Minister, with Betty Comp
son. — Classed by many as the best the>
had ever seen. It is a picture that ai
theatres should run, even if the atmos-
phere is Scottish. It pleases the big ma-
jority.— M. D. Foster, Gem theatre, Will-
iamsburg, Kans. — Neighborhood patron-
age.
The Affairs of Anatol, a Cecil B.
De Mille production. — Picture not any
too good. Drawing power good first
night. Second not so good. — A. L.
Picker, Rex theatre, Ironwood, Mich. —
Neighborhood patronage.
One Glorious Day, with Will Rogers. —
So original that it goes over big. Trick
photography wonderful and appreciated
by audience on account of its being so
finished. — Sterling theatre, Greeley, Colo.
— Family patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Here is a good picture for
a change. Good drawing power and good
direction. The gentle sex seemed to fall
for Rodolph. — E. Gailey, Crystal the-
atre, Wayne. Neb. — Neighborhood pat-
ronage.
Life, with a special cast. — An average
program picture on which we did good
business. — Chas. Hurich. Ray theatre,
Dickinson, N. D. — Neighborhood pat-
ronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — A very good picture that
pleased a fair sized crowd at 15 and 30
cents admission. Star and support well
cast. Photography fine. — L. R. Moore,
Roma theatre. Columbus Grove, O. —
Small town patronage.
Passing Through, with Douglas Mac-
Lean. — By far the best thing he has done
since hi> 23!4 Hours Leave. If you can
get a mouth organ to accompany the
play instead of orchestra it will put it
over. — H. W. McCampbell, Auditorium
theatre. Carpmteria, Cal. — Neighborhood
patronage.
White Oak. with William S. Hart.—
After previewing we booked this for only
two clays, but business showed we
should have played it three days. Cer-
tainly satisfied the Hart fans better than
the two just previous to this. — Sterling
theatre, Greeley. Colo. — Family patron-
age.
The Love Special, w ith Wallace Reid.—
Out of town when this was run, but box
office receipts were very satisfactory, and
those whom I questioned about the pic-
ture were loud in their praise. — E. L.
Franck. Oasis theatre, Ajo, Ariz. — Neigh-
borhood patronage.
The Affairs of Anatol, a Cecil B. De-
Mille production. — A picture that gets box
office results. Pleased about 75 percent.
Good business two days. — Charles Swan-
son, Opera House, Wahoo, Neb. — Neigh-
borhood patronage.
Deep Waters, with a special cast.—
Here is a good feature and one that should
please all. Some good underwater pho-
April 15. 1922
EXHIBITORS HERALD
81
tography. — Kelley and Roush, Rex the-
atre. Custer. Okla. — Small town patron-
age.
The Lane That Had No Turning, with
Agnes Ayres. — Heavy drama suitable
only for adult audiences. Would not pla\
if I could get out of it unless you have
strictly high class adult clientele. — Ster-
ling theatre, Greeley, Colo. — Family pat-
ronage.
Thou Art The Man, with Robert War-
wick.— Very good program picture. Book
it. You'll satisfy 100 percent. — F. E.
Sabin. Majestic theatre, Eureka. Mont. —
Neighborhood patronage.
Scarlet Days, a D. W. Griffith produc-
tion.— Had seen a lot of adverse reports,
so took it with fear and trembling. It is
rough stuff, but splendid acting, and I
imagine very true to the time it portrays.
'49 and the gold diggers. — Unique the-
atre, Bricelyn, Minn. — Neighborhood pat-
ronage.
Behold My Wife, with a special cast. —
Not less than 75 patrons remarked favor-
ably on this picture. Seemed to please
all classes. This is the sort of picture
one takes pleasure in exhibiting. Excel-
lent acting, unusually good story, and
not a single s.ub-title or action to offend
the most rabid prude. — W. J. Powell.
Lonet theatre. Wellington. O. — Small
town patronage.
Back Pay, a Cosmopolitan production.
— Not at all up to what the Fannie Hur,st
name leads them to expect. Just
passable. — Sterling theatre, Greeley,
Colo. — Family patronage.
Little Miss Rebellion, with Dorothy
Gish. — Don't miss playing this one if you
want to convince yourself that you are a
nut to let them hand out this kind. I
played it to my sorrow and therefore ad-
mit I am a nut. — E. Gailey. Cry stal the-
atre. Wayne, Neb. — Neighborhood pat-
ronage.
The Little Minister, with Betty Comp-
son. — Did more business on this than on
The Sheik. Gave very good satisfaction
and pleased non-show-going people. Scot-
ish titles a little hard to read, but picture
is so humanly clean. — L. R. Moore. Roma
theatre, Columbus Grove, O. — Small
town patronage.
Straight Is the Way, with a special
cast. — Here is a picture that you can ad-
vertise to the sky. Played it for two.
days. — Edwin Lake. Lake theatre. Baker,
Mont.
Rent Free, with Wallace Reid.— Should
not boost too strong as a Reid picture,
rather play up the title, as it does not
contain just what the public has come
to expect of Reid. — Sterling theatre.
Greeley, Colo. — Family patronage.
The Conquest of Canaan, with Thoma;
Meighan. — Very fine, and enjoyed by all.
— F. W. Horrigan. McDonald's theatre.
LOUISE LORRAINE appearing in sup-
port of George Walsh in Universal's
"With Stanley in Africa" serial.
I'hilipsburg, Mont. — Mining camp pat-
ronage.
Burglar Proof, with Bryant W ashburn.
— A good little comedy-drama that
pleased probably 80 percent. It is clean
and good entertainment. — M. D. Foster.
Gem theatre. Williamsburg. Kans. —
Neighborhood patronage.
Male and Female, a Cecil B. De Mille
production. — This is one of the pictures
you can call a special, and get by with it.
While we hit the worst blizzard of the
year and had no crowd, the picture was
not to blame. — Kelley and Roush. Rex
theatre. Custer City, Okla. — Small town
patronage.
Burglar Proof, with Bryant Washburn.
— The poorest Washburn I have seen in
some time. If you play it put on a
cracking good comedy to help it over. —
H. W. McCampbell, Auditorium theatre.
Carpinteria, Cal. — Neighborhood patron-
age.
The Sins of St. Anthony, with Bryant
Washburn. — Just fair. Patrons not very
enthusiastic. — F. E. Sabin. Majestic the-
atre. Eureka. Mont. — Neighborhood pat-
ronage.
Amarilly of Clothesline Alley, with
Mary Pickford. — An old one reissued,
but certainly pleased followers of Mary
Pickford. It has a lot of comedy. It
will please great at regular admission
prices. — M. D. Foster. Gem theatre^ Will-
iamsburg. Kans. — Neighborhood patron-
age.
Lady Rose's Daughter, with Elsie Fer-
guson.— About all I can say for this fea-
ture is that it is poor. — Kelley and Roush.
Rex theatre. Custer City, Okla. — Small
town patronage.
Humoresque, with a special cast. — Old.
but a very good box office attraction yet.
and it will please. It is good for second
or third showing. — H. W. McCampbell.
Auditorium theatre. Carpinteria, Cal. —
Neighborhood patronage.
The City Sparrow, with Ethel Claytou.
— A picture that should be played in
every theatre in the United States want-
ing real program pictures. It leaves the
best of taste and is surely a trade builder.
Only wish we could get more like it. —
M. D. Foster. Gem theatre. Williamsburg.
Kans. — Neighborhood patronage.
O'Malley of the Mounted, with William
S. Hart. — This is a real picture. Bill
Hart is at his best in this picture. Per-
sonally I am a great admirer of William
S. Hart. — Edwin Lake, Lake theatre.
Baker. Mont.
23y2 Hours Leave, with Douglas Mac-
Lean and Doris May. — Good clean pic-
ture. Filled with genuine humor and
pleased 100 per cent. — Charles W. Lewis,
I. O. O. F. Hall. Grand Gorge. N. Y. —
General patronage.
Male and Female, a Cecil B. De Mille
production. — Never read the book, but
judging from the picture it must be a
dandy. Elaborate settings. — R. Ross
Riley. Wigwam theatre, Oberlin. Kans.
The Fourteenth Man, with Robert
Warwick. — This is the best Warwick wc
have played so far. Very good. — Kelley
& Roush. Rex theatre. Custer City, Okla.
— Small town patronage.
Sick Abed, with Wallace Reid. — Dandy
picture, drew well. People talked about
it for a week after they had seen it. —
A. P. Shaefer. Academy theatre. Iron-
ton. Mo. — Small town patronage.
The Witching Hour, with Elliott Dex-
ter.— Fine picture. Better than lots of
the so-called specials. Business poor. —
L. R. Creason. Palace theatre, Eufaula.
Okla. — Small town patronage.
Square Deal Sanderson, with William
S. Hart. — A fair picture. Hart always
draws good here. — Horton & Lattin.
Odessa Opera House, Odessa, N. Y. —
Neighborhood patronage.
R-C Pictures
Nobody's Kid, with Mae Marsh. — If
this picture will not make money for you.
close up until times are better. Fine pic-
ture.— H. YV. McCampbell. Auditorium
theatre, Carpinteria, Cal. — Neighborhood
patronage.
At the Stage Door, with a special cast.
— This is some good picture, and will
( Thy joermussion,1
82
EXHIBITORS HERALD
April 15, 1922
venture to say that it will please most
all audiences. Well directed and good
work by the cast. You may book it. — J.
Carbonell, Monroe theatre, Key West,
Fla. — Neighborhood patronage.
Black Roses, with Sessue Hayakawa. —
A fine picture. If his coming pictures
are as eood as Black Roses he will go
over all O. K. Small but pleased crowd.
(Rain). — H. W. McCampbell, Auditor-
ium theatre, Carpinteria, Cal. — Neighbor-
hood patronage.
Why Men Forget, with a special cast.
— Bought this for a special and was
stung, only an average picture. — L. O.
White, Big Bend theatre, Alpine, Tex. —
Small town patronage.
The Lure of Jade, with Pauline Fred-
erick.— Very good picture, but I think it
hardly up to some of her former pic-
tures.— H. W. McCampbell, Auditorium
theatre, Carpinteria, Cal. — Neighborhood
patronage.
Realart
Too Much Wife, with Wanda Hawley.
— Very fine and amusing comedy. Sub-
titles at the start get your audience in a
receptive mood. Could not ask for any-
thing better for a program attraction. —
Sterling theatre, Greeley, Colo. — Family
patronage.
Room and Board, with Constance Bin-
ney. — A dandy program picture. Clean
and entertaining. — C. L. German, Royal
theatre, Bonner Springs, Kan. — Small
town patronage.
Two Weeks With Pay, with Bebe Dan-
iels.— Very light comedy indeed. In
places it is silly, but where Miss Daniels
is liked they will overlook these faults.- —
W. E. Elkin, Temple theatre, Aberdeen,
Miss. — Neighborhood patronage.
Hush Money, with Alice Brady. —
Magnificent story. Well directed, but the
star fails to please, but where Miss Brady
goes, the picture will go big as it is one
Why Not
lwice in
A While?"
I take this occasion to thank
you for the Box Office Record
just received. It is just what
we have been looking for, a
condensed record of box office
reports alphabetic ally ar-
ranged.
We have derived great good
from these reports published
weekly in your paper and once
in a while have contributed to
the department.
While what we might give
to the department would not
be needed, perhaps, yet we
cannot conscientiously keep
taking without giving some-
thing in return. So we are
sending herein a number of re-
ports on pictures recently run
and should you lack material
you are welcome to use the en-
closed.
T. H. SMITH,
Princess theatre,
Colchester, 111.
iiuimiiiiiiiiiniiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiii
of her good ones. — J. Carbonell, Monroe
theatre, Key West, Fla— Neighborhood
patronage.
The House That Jazz Built, with
Wanda Hawley. — Good comedy drama.
Well liked by all.— Edw. W. Werner,
Windsor theatre, Canton, O. — Neighbor-
hood patronage.
A Kiss In Time, with Wanda Hawley.
— Very good. Wanda's easy 'to look at,
but the leading man was too old to play
opposite her.— F. E. Sabin, Majestic the-
atre, Eureka, Mont. — Neighborhood pat-
ronage.
Her Beloved Villain, with Wanda Haw-
ley.— Very good program picture. Clean
and entertaining. I find all Paramounts
and Realarts this way. — -L. O. White, Big
Bend theatre, Alpine, Tex.- — Small town
patronage.
The Outside Woman, with Wanda
Hawley. — A splendid little offering well
done. — W. E. Elkin, Temple theatre, Ab-
erdeen, Miss. — Neighborhood patronage.
Her Winning Way, with Mary Miles
Minter. — Yon hear every once in a while
of some community barring Mary Miles
Minter. We had some keen pictureof
her last night and, besides Her Winning
Way being good, she won us the best
Monday night house for ten weeks, and
we have a far-sighted patronage, too. We
are strong for Mary. — C. L. German,
Royal theatre, Bonner Springs, Kan. —
Small town patronage.
Sel
elznicK
Why Announce Your Marriage? with
Elaine Hammerstein. — Believe this is the
best Hammerstein picture yet, and there's
been a lot of good ones. We received
many favorable comments on it, but ran
up against bad weather so business was
poor. — Harold M. Schoonover, Mazda
theatre, Aurora, Neb. — Neighborhood pat-
ronage.
Chivalrous Charlie, with Eugene
O'Brien. — One of the best pictures O'Brien
ever made. Did not draw on account of
the name, but those that saw it were well
pleased. — W. E. Elkin, Temple theatre,
Aberdeen, Miss. — Neighborhood patron-
age.
The Last Door, with Eugene O'Brien.
— Not much. It seems Selznick's 1921
features are a little weak. — Kelley and
Roush, Rex theatre, Custer, Okla. — Small
town patronage.
The Poor Simp, with Owen Moore. —
Farce comedy which an average Sunday
house seemed to enjoy. — E. L. Franck,
Oasis theatre, Ajo, Ariz. — Neighborhood
patronage.
Scandal, with Constance Talmadge.— A
poor picture and patrons told me so with-
out hesitation. However, as I saw the
picture myself, they told me nothing I
did not already know. — W. J. Powell.
Lonet theatre, Wellington, 0. — Small
town patronage.
The Girl from Nowhere, with Elaine
Hammerstein. — Very good. This star al-
ways makes good. — C. A. Jordan, Opera
House, Cogswell, N. D. — Small town pat-
ronage.
Gilded Lies, with Eugene O'Brien. —
Just fair. Nothing to brag about. — Kelley
and Roush, Rex theatre, Custer City,
Okla. — Small town patronage.
Scandal, with Constance Talmadge. —
This was my first of 12 reissues starring
Connie and Norma that Select is now
putting out, and will say that these may
do all right where people have not seen
these stars in First National pictures.
Cannot recommend. — H. D. Tawney,
Dixie theatre, Lilboum, Mo. — Small town
patronage.
A Chicken in the Case, with Owen
ANITA STEWART and support in a
scene from "The Rose o' the Sea," di-
rected by Fred Niblo, for First
National.
Moore. — As good a five reel comedy as
we have ever shown. — C. A. Jordan, Oo-
era House, Cogswell, N. D. — Small town
patronage.
The Girl from Nowhere, with Elaine
Hammerstein. — Very good and will
please. Miss Hammerstein is a very
pleasant actress. — Kelley and Roush, Rex
theatre, Custer, Okla. — Small town pat-
ronage.
The Gift Supreme, with a special cast.
— Fair program picture. Did not draw.
Admission 10 and 25 cents. — P. G. Held,
Sterling theatre, Fairmont, Neb. — Neigh-
borhood patronage.
United Artists
Way Down East, a D. W. Griffith pro-
duction.— "Best picture of the year,"
"Give us more like it," "A masterpiece,"
"A wonderful picture." These are some
of the comments of my patrons. Pleased
100 percent and did a good business. —
E. W. Werner, Warwick theatre, Kansas
City, Mo. — Neighborhood patronage.
The Nut, with Douglas Fairbanks. —
Starts well and ends well, but sandwiched
in between the first and last reels are
four reels of absolute piffle. — E. L.
Franck, Oasis theatre, Ajo, Ariz.- — Neigh-
borhood patronage.
Through the Back Door, with Mary
Pickford. — A fine picture. One of her
best, that pleased 100 percent. — E. S. Sut-
ter, Princess theatre, Kansas City, Kan.
— Neighborhood patronage.
Way Down East, a D. W. Griffith pro-
duction.— We all know that this is a
masterpiece produced by a master direc-
tor, but in regard to business I was
really disappointed. That is on account
of being only eight miles away from the
city where the picture played for 19 con-
secutive weeks, and most of the people in
town had seen it, so I wish to tell you,
Brother Exhibitor, if you are near to a
city take care of your pocketbook when
you go to buy it. Admission charge 66
and 33 cents with special orchestra. — R.
Navary, Liberty theatre, Verona, Pa. —
Neighborhood patronage.
Universal
The Wise Kid, with Gladys Walton —
Picture starts with comedy and drifts off
into melodrama so naturally that you
hardly notice it. If any company can
beat the photography in this one, just let
pril 15, 1922
EXHIBITORS HERALD
83
e see it. The feature is there from
/ery angle, and I don't care much
hether I ever see a better one or not. —
V. H. Creal, Sr., Suburban theatre,
maha, Neb. — Neighborhood patronage.
Moonlight Follies, with Marie Prevost.
•Just one where people went out and
nt others in. — Strand theatre, Newark,
J. — Transient patronage.
Tracked to Earth, with Frank Mayo.—
very good melodrama, well done in
ery particular. Story pleasing and con-
ncing and has all the elements of popu-
rity. Business was bad. but not the pic-
re's fault, as School Days opposition
ok everyone in town. — Ben L. Morris,
lympic theatre, Bellaire, O.
WILD HONEY, with Priscilla
Dean. — Boys, it seems good to see
a crowd come out, and this picture
got them the first time in five
months. The flood scene held them
spellbound, as did the log scene in
CONFLICT. This picture has
more thrills than any 18 episode
serial. A finer cast could not be
found to support Miss Dean. I
gave away 10 gallons of honey the
first night and a Priscilla Dean hat
the second night. You can't go
wrong on this picture. Book it.
Boys, and do as I did, make some
money. — G. H. Jenkinson, Victor
theatre, Minocqua, Wis.
No Woman Knows, with a special cast.
-Away from town when this was run,
at from reports it must be an excellent
traction. Several told me that they
<ed it better than Humoresque. Box
rice receipts about average. — E. L.
ranck, Oasis theatre, Ajo, Ariz. — Neigh-
jrhood patronage.
Sure Fire, with Hoot Gibson. — Just
ght. Pleased all. It's a real pleasure
have business dealings with Universal
pokahe exchange. I'll cuddle up to that
.inch any time. — F. E. Sabin, Majestic
eatre. Eureka, Mont. — Neighborhood
itronage.
No Woman Knows, with a special cast.
-I have not shown a better picture in
n years. Universal-Jewels are really
id truly jewels. This picture will live
>r years. — W. W. White, Jefferson thea-
e. Jefferson City, Tenn. — Neighborhood
itronage.
Don't Get Personal, with Marie Pre-
ist. — A mildly entertaining picture
hich was excellently produced, some
the outdoor scenes being remarkable,
'e knew Universal could do it if they
anted to. — W. H. Creal, Sr., Suburban
eatre, Omaha, Neb. — Neighborhood pat-
mage.
Action, with Hoot Gibson. — This boy is
ire there with the goods. The audience
n only "hooted" but they howled. Any-
le that can't appreciate this one sure has
/spepsia and needs to consult a spe-
alist. Cash in on Hoot Gibson. — W. C.
lien, Casino theatre, Antwerp, N. Y. —
eighborhood patronage.
Reputation, with Priscilla Dean. — It is
wonderful picture from every stand-
>int, especially the acting. Most of the
itrons raved about this, and the Sunday
hool teachers who saw it discussed it
Sunday school the following Sunday.
few others said they could see nothing
i it. We put this on with an allegorical
"ologue and would advise every ex-
bitor who plays this to do likewise, as
will surely pull them in, and when you
;t them in they will like it. — J. J. Hoff-
an, Happy Hour theatre, Burke, S. D.
A Daughter of the Law, with Carmel
>ers. — A much better feature than I
;pected. while this star is not a good
awing card here.— Kellev & Roush, Rex
theatre, Custer City. Okla. — Small town
patronage.
All Dolled up, with Gladys Walton. —
A good picture that pleases everyone. —
E. B. Petersen, Elk Horn theatre, Elk
Horn, la. — -Small town patronage.
The Fox, with Harry Carey. — Good
western which drew extra good business.
The line of advertising furnished by Uni-
versal on this picture certainly attracts
attention. — E. L. Franck, Oasis theatre,
Ajo, Ariz. — Neighborhood patronage.
The Magnificent Brute, with Frank
Mayo. — Good drawing card, and one that
will satisfy all. — J. W. Seibrand, New
Grand theatre, Northwood, N. D. — ■
Neighborhood patronage.
The Rage of Paris, with Miss duPont. —
A dandy picture that pleased well. — E. S.
Sutter, Columbia theatre, Kansas City,
Mo. — Neighborhood patronage.
Conflict, with Priscilla Dean.— The last
reel was the whole picture, but patrons
were pleased and no kicks. Miss Dean
shows to better advantage in other roles.
— L. B. Anderson, Lyric theatre, Barn-
bridge, N. Y. — Small town patronage.
Tracked to Earth, with Frank Mayo. —
Quite entertaining. Excellent photog-
raphy, scenery and everything. — W. H.
Creal, Sr., Suburban theatre, Omaha, Neb.
— Neighborhood patronage.
Hearts Up, with Harry Carey. — Not
Carey's best. Pleased about 50 percent.
Carey will not draw for me at all. Scen-
ery no good. — P. R. Brickley, Rialto the-
atre, Rapelje, Mont. — Small town patron-
age.
The Magnificent Brute, with Frank
Mayo. — A good program picture. Some
beautiful scenery. — E. B. Petersen, Elk
Horn theatre, Elk Horn, la. — Small town
patronage.
Opened Shutters, with Edith Roberts.
Good program picture. — F. E. Sabin, Ma-
jestic theatre. Eureka, Mont. — Neighbor-
hood patronage.
Dr. Jim, with Frank Mayo. — This is
one of Mayo's best, and far better than
a lot of specials. Fine photography.
Comments good. In fact it is a 100 per-
cent picture. — J. J. Hoffman, Happy Hour
theatre, Burke, S. D.
The Blazing Trail, with Frank Mayo. —
A picture with an interesting story and
should please your patrons. — R. O. Baker,
Baker theatre, McCune, Kans. — Small
town patronage.
SHORT SKIRTS, with Gladys
Walton.— "SHORT SKIRTS were
much in vogue at the Rex Saturday
night during the largest attendance
that theatre has enjoyed for sev-
eral weeks, and the most popular
young lady appearing in said cos-
tume was none other than Miss
Gladys Walton, of Universal City,
California, who once before startled
this city by appearing in PINK
TIGHTS. Miss Walton had to de-
part the following morning for
Butte, but not until she had made
hosts of new friends during her
brief visit to this city." (Rex
Topics.) — Philip Rand, Rex theatre,
Salmon, Idaho.
The Brute Breaker, with Frank Mayo.
— This is a picture with a good plot. One
of Universal's best attractions. Mayo
takes well here. Book it. Boys. It's
great. Business fair. — P. W. Brickley,
Rialto theatre, Rapelje, Mont. — Small
town patronage.
If Only Jim, with Harry Carey. — My
patrons did not care for this. No action.
— E. B. Petersen, Elk Horn theatre, Elk
Horn, la. — Small town patronage.
Vitagraph
The Son of Wallingford, with a special
cast. — Truly a great picture. Pleased
everyone who saw it. You will not make
a mistake in booking it. — N. O. Foster,
Elite theatre, Otsego, Mich. — Neighbor-
hood patronage.
The Flower of the North, with Henry
B. Walthall. — An excellent picture. Good
lighting and photography, and some beau-
tiful scenery. The best of it is we didn't
KATHERINE MacDONALD in a scene from "The Woman's Side," a new First
National production directed by William A. Seiter
84
EXHIBITORS HERALD
April 15. 1922
have to pay a million dollars for it. cither.
— W. H. Creal, Sr., Suburban theatre,
Omaha. Neb. — Neighborhood patronage.
Where Men Are Men, with William
Duncan. — Just the kind of a picture any
patrons enjoy with this star. A good
story with plenty of pep. — W. E. Elkin.
Temple theatre, Aberdeen, Miss. — Neigh-
borhood patronage.
Black Beauty, with Jean Paige. — On
this we packed our house for two days at
advanced prices. Tied up with the
schools. — Chas. Hurich, Ray theatre.
Dickinson, N. D. — Neighborhood patron-
age.
Black Beauty, with Jean Paige. — A
good picture based on a very popular
story. It will draw many new faces to
your theatre. I gave three prizes for
essays on Black Beauty from public
school children and got almost the entire
school. It's a winner. Better play it. —
J. C. Jenkins, Auditorium theatre, Neligh,
Neb.
The Flower of the North, with Henry
B. Walthall.— This is another of Vita-
graph's fine productions. If you want
to please your patrons book this one.
Had many compliments. — N. O. Foster,
Elite theatre, Otsego, Mich— Neighbor-
hood patronage.
The Inner Chamber, with Alice Joyce.
— This is a good picture and should
please the average audience. — Spalding
Bros.. Gem theatre. Taylorville, 111. —
Neighborhood patronage.
The Whisper Market, with Corinne
c iriffith. — Good, but did not make me a
penny. — L. W. Splichel, Empress theatre,
Bancroft, Neb. — General patronage.
Steelheart, with William Duncan. — An
exceptionally good Western. Vitagraph
has some very good pictures. — Chas. Hur-
ich, Ray theatre, Dickinson, N. D. —
Neighborhood patronage.
Steelheart, with William Duncan. —
Poor picture in my estimation and the
subtitles were awful. People blew out
on this one before show was over. — E.
Gailey. Crystal theatre. Wayne, Neb.—
Neighborhood patronage.
The Son of Wallingford, with a special
cast. — This is a most difficult play to re-
port. The boys and men liked it im-
mensely. The women did not. I thor-
oughly enjoyed it myself. It is novel,
interesting, big, and has heart interest
and humor. I lost heavily, but not en-
tirely the fault of the picture. I put on
a five-piece orchestra and charged 40
and 20 cents, but couldn't put it over. —
Philip Rand. Rex theatre. Salmon, Ida-
ho.— Small town patronage.
It Isn't Being Done This Season, with
Corinne Griffith. — Poorest ever shown. —
L. W. Splichel, Empress theatre, Ban-
croft, Neb. — General patronage.
Wid Gunning, Inc.
The Old Oaken Bucket, with a special
cast. — Heart interest story told in novel
way, with unusual drawing power. —
Strand theatre, Newark. N. J. — Transient
patronage.
White Hands, with llobart Bosworth, —
This picture pleased all who saw it. Per-
sonally thought it a little rough, but good
anyway. — Chas. Hurich. Ray theatre.
Dickinson. N. D. — Neighborhood patron-
age.
The Old Oaken Bucket, with a special
cast. — Not much as to story or acting, but
it pleases on account of its childhood ap-
peal. Give us more like it. — W. W.
White, Jefferson theatre. Jefferson City.
Ten n. — Neighborhood patronage.
State Rights
Western Hearts ( Associated Photo-
plays), with a special cast. — A very good
Western picture which pleased our audi-
ence and that's the dope we work on. —
W. C. Allen, Casino theatre, Antwerp, N.
V. — Neighborhood patronage.
The Good Bad Wife (.Federated), with
a special cast. — This is a very pleasing
picture that pleased all who saw it. Did
good at the box office. — Chas. Hurick.
Kay theatre, Dickinson, N. D. — Neighbor-
hood patronage.
Burn 'Em Up Barnes (Affiliated Dist.),
with Johnny Jriines. — Picture did excep-
tionally good. Pleased everyone. — Moon
theatre, Umaha, Neb. — Transient patron-
age.
The Vengeance Trail (Ay won), with
Big Boy \\ llliams. — As good a Western
as you can get. — Shelby & Windbeil, Or-
pheum theatre, Amsterdam, N. V. — Tran-
sient patronage.
Whispering Devils (Equity), with Con-
way Tearle. — This is a picture that no ex-
hibitor should pass up. It has an excel-
lent moral and good acting and directing
Will please all. — L. B. Clark, Mission the-
atre, Eldorado, Ark. — Transient patron-
age.
The Sport of Kings (Buffalo), with a
special cast. — Too old to think about.
Lay off of it. Too dark to see much of it.
The race is the only bright spot and
a poor one. — H. W. McCampbell, Audi-
torium theatre, Carpinteria, Cal. — Neigh-
borhood patronage.
Jack Rider (Di Lorenzo), with a special
cast. — Excellent Western picture. Star
in class of Tom Mix, and Buck Jones.,
— Gus Zillman, Booth theatre, Bronx, N.
Y. — Transient patronage.
Girls Don't Gamble (Schwab), with
David Butler. — We want to state right
here that we consider this the newest and
best comedy in five reels we have ever
run. First National is selling five Butler
and five Lester Cuneo pictures here at
a live and let live price, and we say you
had better grab them. — H. D. Tawney.
Dixie theatre, Lilbourn, Mo. — Small town
patronage.
So This Is Arizona (Smith), with
Franklyn Farnum. — This is a real West-
ern picture. Just enough of comedy by
Shorty Hamilton to put it over big with
my audience. — L. B. Clark. Mission the-
atre, Eldorado Ark. — Transient patron-
age.
Out of The Dust (McCarthy), with a
special cast. — Pleased two-thirds. — A.
W'orman, Memorial Hall, Westport, N. Y.
— Small town patronage.
Fighting Bill (Pioneer), with William
Fairbanks. — Not much to it. Good crowd,
but did not satisfy. — J. W. Seibrand, New
Grand theatre. Northwood, N. D. —
Neighborhood patronage.
Devil Dog Dawson (Arrow), with Jack
Hoxie. — This is a fair Western, but a
very dark one. I would recommend it to
any house that plays Westerns. — Spalding
Bros., (Jem theatre, Taylorville, 111. —
Neighborhood patronage.
The Unpardonable Sin (Garson), with
Blanche Sweet. — Sure made a hit for
me.' Can recommend it to anyone in
small town. I think it pleased 90 percent.
Had lots of compliments. — J. F. Law-
rence. Malls theatre, Halls. Tenn. —
Neighborhood patronage.
Galloping Devils (Canyon). with
Franklyn Farnum. — A good Western
with action, storv and scenerv that please.
- Charles W Lewis, 1. O. O. F. Hall.
Grand Gorg", N. Y. — General patronage.
A Child For Sale (Graphic), w ith a spe-
cial cast. — This is just an ordinary pro-
gram picture. Was sold to us as a spe-
cial. — Chas. Huricn, Ray theatre,
Dickinson, N. D. — Neighborhood patron-
age.
The Birth of a Nation (D. W. G.), a
D. W. Griffith production. — Broke all rec-
ords.— Moon theatre, Omaha, Neb. —
1 ransient patronage.
Too Much Married (Associated Photo-
plays), with Mary Anderson. — Comedy
that pleased some of my patrons. Tho
star works hard to put over the comedy
but the director does not put as much
comedy as is possible into some ot the
scenes. — Crosby Brothers, Lily theatre,
Buffalo, N. Y. — Neighborhood patronage.
Isobel (Davis), with a special cast. —
An excellent picture. — W. H. Goodroad,
Strand theatre, Warren, Minn. — Neigh-
borhood patronage.
The Sheriff of Hope Eternal (An i\
with Jack Hoxie. — A good western and
patrons like same. — Shelly and Wiudbiel
Orpheum theatre, Amsterdam, N. V.—
Transient patronage.
Kingfisher's Roost (Pinnacle) with
Neal Hart. — Hart is good. His first pic-
ture here and we are glad we have more
booked. — R. Ross Riley, Wigwam theatre.
Oberlin, Kan. — General patronage.
Go Get Him (Pioneer), with William
Fairbanks. — -One of Fairbanks' best-
Shelly and Wiudbiel, Orpheum theatre,
Amsterdam. N. Y. — Transient patronage.
Girls Don't Gamble (D. N. Schwab),
with David Butler. — The star pleased 100
per cent. Advertising, one and three sliee'
posters. Business terrible, account of
rain. — George Miller, Liberty theatre.
Montezuma, Ga. — Neighborhood patron-
age.
A Western Adventurer (Pioneer), with
\\ illiam Fairbanks. — This is a very or-
dinary Western. I wouldn't advise any
exhibitor to buy this picture. I boughl
five of Pioneer with this star and perhaps
the remainder are better; let's hope so.—
v.ieo. C. Starkey, Opera House. Montout
Falls, N. Y. — Neighborhood oatronagc.
When Dawn Came (Producers Secui
ity). with a special cast. — A wonderfn '
picture with a beautiful, clean moral les
son attached to it. Play it to the Cath
olics and other religious sects. It is goo<
to do this once in a while. — Frank C
Parker, Lyric theatre, Stockton. Cal-
Neighborhood patronage.
The Unknown (Goldstone), with Rich
ard Talmadge. — They are still talkini
about this. It contains more pep ail'
punch than some of these supposed Wesi
eras. It's a corker. — Luna theatn
Brooklyn. N. Y. — Neighborhood patron
age.
The Jack Rider (Di Lorenzo), with Bi
Boy Williams. — A great Western picturi
The rodeo alone is worth the price of ad
mission. — C. M. Hartman, Liberty tht
atre, Carnegie, Okla. ■ — Neighborhoo
patronage.
Western Hearts (Associated Pholi
plays), with a special cast. — Good wes
era, Some line photography shots an
a lively finish. — Crosby Bros., Lily tin
atre. Buffalo, N. Y. — Neighborhood pa
ron age.
Burn 'Em Up Barnes (Affiliated Dh
tributors), with Johnny Mines. — My pa
rons are divided as to Johnny Mine
Some don't like him at all and othei
like him very much. This picture please
75% at least. Johnny keeps the *^Bfl
in high in it. — Raymond Gear, Maj
(lower theatre, Florence, Kan. — Getter*
patronage.
Serials
With Stanley in Africa (Universal
with George Walsh. — Am afraid CJi
versal is catering too much to the liif
Iiii>\\s Third chapter gets less husitie!
\pril 15. 1922
EXHIBITORS HERALD
S5
nd is a regular Sunday school in action,
"he people who go to see serials are not
he educators, they are Young America.
• hich gets its education in the schools.
-Ben L. Morris. Olympic theatre, Bel-
,iire. O
The White Horseman (Universal), with
»rt Acord. — One of the best Western
erials ever issued. It sure gets a crowd
pt me. Am on the 13th episode. Gets
etter all the time. — J. F. Lawrence. Halls
-.eatre. Halls. Tenn. — Neighborhood pat-
poage.
The Terror Trail (Universal), with
Cileen Sedgwick. — This is a very poor
erial. We started off good, but fell
own the worst we ever did on any we
ver ran. — Spafding Bros.. Gem theatre,
'aylorville. 111. — Xeighborhood patron-
Winners of the West (Universal), with
*rt Acord.- — It has run our receipts up
bove par. We pack the house on Sat-
rday matinee. Good picture. The kid^
re crazy over it. — Fred Verber. Liberty
leatre. Corning. N. V. — Xeighborhood
atronage.
[[The Whirlwind (Selznicki. with
"harles Hutchison. — This serial is old.
ut very good. — C. A. Jordan, Opera
louse. Cogswell. X. D. — Small town
atronage.
Short Subjects
Around the Corners (Universal), with
• rownie. — Brownie is all they claim for
(im. Century Comedies are here. They
i ave arrived. — Clark & Edwards, Palace
leatrc. Ashland. O. — Xeighborhood pat-
jnage.
Now Or Never (Asso. Ex.). with* Har-
'ld Lloyd. — When you play this one for-
et your feature. This comedy is a
ouble show in itself. Don't overlook it.
-A. L. Picker. Rex theatre. Ironwood,
1 ich.' — Neighborhood patronage.
Love and Doughnuts ( F. X.), a Mack
'ennett production. — A world beater o:
comedy. It you want real comedies
qok the new Turpins and Sennetts.
hey get the laughs. — Harold M. Schoon-
ver. Mazda theatre. Aurora. Xeb. —
'eighborhood patronage.
The Bell Hop < Vitagraph ). with Larry
emon. — A ;jcod comedy with many good
unts. One of his best. — E. S. Sutter,
olumbia theatre. Kansas City. Mo. —
•eighborhood patronage.
Among Those Present (Asso. Ex.).
ith Harold Lloyd. — One big riot. They
;ant more. — Charles Swanson, Opera
louse. Wahoo. Xeb. — Xeighborhood pat-
triage.
A Dog s Life ( F. X.), w ith Charlie
haplin. — There is not a possible doubt
i my mind but what this is one of the
'iost complete comedies on the market.
Jt it does not have any box office value,
hile it has been two years or more since
e showed this first run, the lookers told
- they did not care to see it again. I
el that it took trade away from me.
-W. H. Brenner. Cozy theatre. Wih-
lester. Ind. — General patronage.
Buster Keaton Comedies, with Buster
eaton. — These are pretty good comedies
i . e started to use them in place of Ar-
■ckles which we had not played out
hen the disaster occurred in San Fran-
'sco. Xot as full of laughs as the old
rbuckles, but each one is full of new
(1 clever stunts, and Buster's follow-
g is increasing with us. — J. H. Talbert.
egion theatre, Xorwich, Kan. — Small
>wn patronage.
Roping The Black Panther (Pathe).
'th Major Jack Allen.— Oh, what a fake,
atrons sure gave me the horse laugh
i this one. Wild panther sits calmly on
ist and licks its paw while the major
throws rope after rope over its head.
Any poor comedy beats this, and it cost
me over six bucks too. — V. G. Bollman.
Castalia theatre. Castalia. Iowa. — Small
town patronage.
The Sneakers i Educational ). a Chris-
tie Comedy. — When a feature is weak
it's a Godsend that occasionally we find
a comedy that makes up for its short-
comings. This happened to be such a
saver on one of our programs. — Fred S.
Meyer, Palace theatre. Hamilton. O.
Sunnyside ( F. X.). with Charlie Chap-
lin.— Xot as good as some of his first
comedies. — Botsford Bros.. Botsford the-
atre. Sargent. Xeb. — Small town patron-
age.
Pathe Reissues. — If these comedies,
which are all star now. won't bring in
business on a good per cent, nothing will
in the line of comedies. — Harry E. Bruce.
Circle theatre. Kansas City. Mo. — Xeigh-
borhood patronage.
Harold Lloyd Re-issues (Pathe). —
These are a good buy for a town that
has not run Lloyds before. — P. G.
Yaughan. Royal theatre. Castalia theatre.
Castalia. Iowa. — Small town patronage.
Snub Pollard Comedies (Pathe). —
While Snub has always been fairly good,
they seem to be improving each week.
I consider them the best single reeler
to be had. — P. G. Yaughan. Royal theatre.
Lee's Summit, Mo. — Xeighborhood pat-
ronage.
Love and Doughnuts (F. X.i. a Mack
Sennett comedy. — The only comparison
that can be made between Lloyd (all
comedians are named in the order of their
box office value at this theatre). Chaplin.
Keaton and Turpin is in the overesti-
mated opinion that First Xational has as
regards Turpin's value. Possibly it's
Sennett's and not First Xational's. Rank-
ing Keaton as third, there's as much dif-
ference between him and Turpin as there
is between "Rogers 1847" and Sterling.
This is a good comedy, hut no better
than the average Christie or Mermaid,
and certainly not worth more at our box
office. — Fred S. Meyer. Palace theatre.
Hamilton, O.
Pathe Review. — We find this a very
good reel. Interesting and entertaining.
— X. O. Foster. Elite theatre. Otsego.
Mich. — Xeighborhood patronage.
Aesop's Fables (Pathe). — Run one of
these every week and it seems to be one
of the best cartoons I ever used. Better
than any of them on the market. — R.
Xavary. Liberty theatre. Yerona, Pa. —
Xeighborhood patronage.
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USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Picture.
Are Doing for Other Exhibitor*
Fill in this blank now and tend
to Exhibitors Herald, 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remark*
Title
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
86
EXHIBITORS HERALD
April 15, 1922
T
RAVELING
MISSOURI
THROUGH
With
H. E. NICHOLS
St. Louis, Mo., April 3, 1922.
Jack Weil, manager of the local Gold-
wyn Exchange, states that "The Sin
Flood" has been placed in Class F under
the -franchise plan and will be shown to
the trade some time in May. We under-
stand this picture is to have national
publicity same as the "Old Nest" and
"Dangerous Curves." N. M. Baskett is
featured as the star Goldwyn salesman.
* * *
Fine Arts Picture Corporation, P. E. K.
Collins, manager, announce the release of
"Frivolous Wives," a six reel Fidelity
product featuring Rodolph Valentino. Mr.
Collins states that the Empress played this
subject first run and that additional prints
have been ordered to take care of the
numerous bookings.
* * *
G. I. Bradford has left Atlanta, Ga.,
and is now mingling with the local film
fraternity as manager of W. W. Hodkin-
son exchange. "Brad" has the following
line-up of contract hustlers : C. G. Kings-
ley, J. W. Shavvcross and James H. Brad-
ford.
* * *
The Three Musketeers — we refer to
Wm. A. Shalit, manager; Harry Strick-
land and Morris Aaron, salesmen of
United Artists local exchange. William
hails from Boston, but don't hold that
against him, as he is a regular fellow and
has made a host of friends among the ex-
hibitors of this territory.
* * *
J. B. Underwood, a product from the
"Sunny South," has taken charge of the
St. Louis Enterprise Dist. Corp. Exchange.
W. S. Wade, formerly of Dallas, is mak-
ing the "tanks" for this concern.
* * *
C. W. Ryder, manager of the local of-
fice of Exhibitors Supply Co., states "busi-
ness is certainly picking up." Recent in-
stallations by this company are: Orpheum
at Marion, 111., two Type S Simplex, Hert-
ner Transverter Snap' Lite Lenses and a
12x16 Minusa Gold Fibre Screen. Broad-
way Theatre, Cape Girardeau, Mo., same
equipment as above. Martin Miller rep-
resents E. S. Co. in the field.
Jack M. Schwartz, from Chicago, was
a caller at the local First National Ex-
change last week. Jack said : "In town
merely on business," just like that.
* * *
Harry Hynes, manager of the local
educational branch, is busy these days set-
ting dates for "Educational Week," April
16 to 22. Harry states he is giving all
accounts equal amount of paper, gratis,
and that his product is to be advertised in
all the national fan magazines. Manager
Hynes' many friends in this territory are
giving him full co-operation in making
this the banner week for this office.
* * *
The Washington Theatre Syndicate,
Belleville, 111., has purchased from Joe
Erber and Phil Cohn the Washington Air-
dome, 1,700 seats ; the Washington Thea-
tre, 1.300 seats, and the Lyric, a 1,200-seat
legitimate house. R. E. Gump is general
manager, and booking these houses. This
city is located fourteen miles from St.
Louis and has a population of 20,000 an<1
Mr. Gump states he has some open time
for vaudeville and stock.
* * *
The Paramount Pictures bowling team
is leading in the Palace Handicap League
by three games. The following employes
of the local exchange who are members
are : B. E. Terriborius, captain ; Clift
Burtt, John O'Brien, J. B. Koenigshead,
pin shooter, F. Schepperle and Elmer
Hirschberg.
* * *
Independent Films Co., of Missouri, an-
nounce the purchase of the new two-reel
Sherlock Holmes series for Southern Illi-
nois and Eastern Missouri. These sub-
jects are from the stories by Conan Doyle
and are known to all booklovers. Narney
Fegan states that the entire first run se-
ries have been purchased by the Skouras
Bros, circuit of houses.
* * *
J. E. Flynn, formerly of Detroit, and
one of the recently elected vice presidents
of Goldwyn, was a caller at the local ex-
change last week. Mr. Flynn is making
a tour of Minneapolis, Detroit, Cleveland
and New Orleans exchanges.
A. L. Stone is managing the local U. T.
E. branch and states he has installed two
Proctors Projectors in the new Pe
Theatre, a 800-seat house owned by Mrs.
Francis Pert, at Gillespie, 111. A Hall-
berg 75-75 and a Minusa Screen were alsc
installed at the Pert.
* * *
C. D. Hill has resigned as manager o)
the local Wid Gunning office to take u[
the same position wi^h the local Ameri
can Releasing Corp. branch which ha
temporary headquarters at 3300 Oliv
street. C. D. states he has closed St
Louis first runs on "Cardigan" and "Sis
ters."
NEWSPICTURES
(Concluded from page 6i)
disagrees with Darwinian theory (cartoon) — A
bassador Geddes honored by California Universit
at Berkeley — 1,000 tons of medical supplies sei
to Russia — Nautical School Commencement D;
observed at Boston — "Personalities in News i
the Week."
PATHE NEWS No. 26: New York steep]
jack climbs 100-foot flag pole — Pelote Basqi
popular sport in South of France — Lloyd-Geor;
vacations at Bryn-a-Welon, Wales — -"In the Lii
light" — Thousands flee Indian rebellion, India-
Youngest and oldest woman mayors govern Oh
cities — Thomas Edison and Henry Ford vacatii
at Fort Myers, Fla. — Dynamite Chicago fire rui
— "Pirates" train at Hot Springs, Ark. — Meo
Parade in full swing at Iowa City — Seek perfi
back at Omaha — Washington American Leai
team trains at Tampa.
SELZNICK NEWS, No. 1026: Bonus
leaders photographed on Capitol steps — Japani
women want suffrage, Tokio — Tanks destroy illi(
stills in Seattle — New York sees Sally Milgri
styles — Berlin Live-Stock Exchange busy — N<
York Negro youth named for Annapolis— Pai
stenographer elected queen of carnival — U.
lawmakers get in trim for next election — Bridf
port, Conn., barbers substitute radio for gossip
Boston man makes umbrella radio — Charlie Ch;
lin sues imitator, Los Angeles.
FOX NEWS, No. 49: Snow scenes in Yello
stone Park — Monkey-faced owl added to J
Worth, Tex., zoo — Race horses at Sydney, Ai
tralia, go surf bathing — Advance style show hi
at Brooklyn theatre — New device to make flyi
safe demonstrated at Villacoublay, France — T
nado wrecks Corinth, Miss. — Miss F. E. Sco
becomes director of mint at Washington — Sec
tary Hughes has radio installed in office — Fi
delegates of Irish Free State arrive in New Yo
No. 50 : U. S. sailors in cup race at Guantana
Bay — Rome, Italy, pays public honor to Sa
Filippo Neri on 300th anniversary of death — N
lion tons of coal burn underground at Fernwo
Pa. — Funeral services for Sir Ernest Shackle'
at Montevideo, Uruguay — Canadian Mennoni
invade Mexico — Ferrand, France, threatened w
destruction by gigantic rock — Heliocop
wrecked in test at Paris, France — "Face to F
with Japan." No. 51: Fort Scott, Kan., bur
under raging waters — America's gift to Bra
huge statue, near completion — Fox News c;
eraman makes dash into flaming crater of V(
vius.
Two scenes from "Fair Lady," a Rex Beach romance adapted from his novel "The Net." Betty Blythe, Thurston Hall, Ro t
Elliott and Gladys Hulctte have the principal roles in this United Artists' production
Equipment
Progress
That the radiophone stacks
up as a possible competitor of
the motion picture theatre is a
theory that has been advanced
from several directions recent-
ly. The idea is that the in-
stallation of radio receiving
sets in homes generally, would
keep the family at the fireside,
obtaining their amusement at
home in the form of concerts,
lectures and the like which are
broadcasted.
However, we cannot coin-
cide with this view. As a
competitor to the motion pic-
ture house we do not believe
the radio is to be taken seri-
ously. At least not after the
novelty wears off.
Can you imagine your pa-
trons sitting home listening to
La Tosca or Thais in some for-
eign language, or eating up a
lecture on Einstein's theory of
relativity when you are show-
ing Charlie Chaplin ; Mary
Pickford or Doug Fairbanks, et
al at your theatre? As a fea-
ture of home entertainment the
radiophone, if it is adopted uni-
versally to a great extent in the
homes, will undoubtedly oc-
cupy the same position as the
phonograph — and surely the
phonograph isn't regarded as a
competitor of films.
At that, while the radio is a
novelty, as it is just now, a
number of exhibitors are capi-
talizing on the interest in it by
furnishing radio music in their
theatres. That, we believe, is
the showman's angle. While
the public is greatly interested
in the radio, give it to them in
the theatre, at least until the
novelty wears off. And it has
been proven that while the
thing is new it is proving a big
box office attraction.
Position of Organ Important
Consideration in Playhouse
Vice-President of Skinner Organ Company Explains
Installation Arrangement That Generalizes
Tone Effect Throughout Building
By ERNEST M. SKINNER
Vice-president, Skinner Organ Company
In a motion picture theatre in my
neighborhood the organ is placed in what
would be, in an ordinary theatre, an
upper box directly adjacent to the end
of the balcony. This organ has a
wretched blatant tone so that people sit-
ting anywhere near the ' organ in the
balcony are put under great discomfort.
This is the case almost without exception
in motion picture organ installations.
The auditorium installation is usually
confronted by an equally awkward prob-
lem. The organ is usually put behind
the proscenium and curtain on one side
of the stage.
Aids Tone Effect
The drawings shown on page 88 offer
a solution to the vexed question of the
location of the organ in both the audi-
torium and the motion picture theatre.
It is placed within the proscenium itself
on either side behind grilles which form
the splay of the proscenium. The
proscenium grille is placed at an angle of
about 45 degrees which makes the wall
of the organ chamber next the curtain
considerably longer than the wall next
to the balcony. This extra length of wall
tends to prevent the tone of the organ
from going back into the stage when the
curtain is up.
The organ chambers go straight to the
top of the building and across the center
portion of the proscenium, thereby form-
ing a very useful acoustic chamber which
serves to tie the two chambers together
acoustically.
Result Is Agreeable
The effect of the tone from an organ so
placed is never offensive to those seated
in the balcony. The general effect of the
tone as to location is about the same as
that of a speaker in the center front of
the stage. The acoustic chamber assists
in making the tone general to the entire
building. It is perfectly agreeable to
anyone sitting near the grille on one side
of the house. The effect of the organ is
precisely the same whether the curtain is
up or down. The stage appurtenances in
no way concern or interfere with the
organ. The organ chamber should be
no less than 11 feet in depth reckoned on
a line parallel with the side of the build-
ing.
Is Solution of Problem
The organ can be used with orchestra
or opera whether the orchestra is on the
stage or in the orchestra pit.
This position is the one existing in the
case of the Portland, Oregon, Audi-
torium and is a solution of the problem
which has been met with in so many
theatre installations and which has re-
mained, in most cases, a permanent cause
of dissatisfaction.
Here Is a Sure Way to
Get a Plentiful Supply
Of Fresh Air in House
Peter Schaefer, of Jones, Linick and
Schaefer, who operate a number of mo-
tion picture theatres is a strong believer
in ventilation and fresh air for the play-
house. In fact it is his opinion that this
is the most important feature of a theatre.
In view of this it is not unusual that
Mr. Schaefer should have in mind, an in-
novation which would insure the patrons
of his new theatre, to be built on the site
of the present McVickers, Chicago, the
utmost amount of fresh air and circula-
tion. His idea was a removable roof for
the entire building, which on a hot sum-
mer night would enable the audience to
enjoy the performance under the cool
sky and the stars.
"It would have worked automatically"
said Mr. Schaefer, "by the simple means
of pressing a button. However, I have
been informed that Chicago's soot and
smoke would make it impracticable be-
cause it would ruin the interior of the
theatre. I am strong for ventilation and
venture to predict that the new theatre
on Madison street will contain some un-
usual and effective features along this
line."
Improvements Planned
for Stanley Playhouse
Thousands of dollars will be spent in
improving the Plaza theatre, Philadelphia,
an interest in which has been obtained by
the Stanley Company of America, accord-
ing to Jules E. Mastbaum, president.
These improvements include such
features as an entire new seating arrange-
ment, with latest improved opera chairs;
new ventilating system, latest type crys-
tal screen, modern waiting rooms for
men and women and new decorations and
draperies. In fact it is said that the the-
atre will be virtually new in everything
except name.
88
EXHIBITORS HERALD
April 15. 1922
PLAN FOR ORGAN INSTALLATION
stccousric Chamber
PL/9/V
f/>f0t Locar/o/y /tie 0£G#/v //* Jtvua/A'e
£>*a*sr* *ror fo Settle
-\ —
DIAGRAM showing effective location for organ in a theatre to give gen-
eral tone effect throughout building. Detailed description is given in
Mr. Skinner's story on page 87.
Huge Portable Power Plant Built
For Marshall Neilan Productions
After nearly two years of building and
experimenting, Marshall N'eilan's giant
portable power plant has been completed
and will receive its initial operation in
connection with the picttiri/ation of
scenes tor "Her Man."
The completion of the hig generator
marks the installation of one of the most
modern power plants of its kind in tin-
world. Unlike most of the power
plants now in u-e in the production of
motion pictures, the new N'eilan plant
is transported on its own power.
Can Make 35 Miles Per Hour
Electricity to the extent of 12.000 am-
peres can he generated by this plant
through thi' use of a giant Liberty motor
with a strength of 400 horse-power. This
motor when running capacity consumes
thirteen gallons of gasoline per hour,
drawing from a gasoline tank with a ca-
pacity of HO gallons.
The heavy outfit is propelled at a
maximum spied of :;:> miles an hour by
an electric motor. The Liberty motor
supplies the "juice" for the motor which
runs the truck.
Resembles Big Limousine
The entire job is enclosed in a spe-
edily designed body with drawing side
curtains and nickel trimmings. When
closed for travel it resembles a giant
limousine.
Various innovations have been suc-
cessfully worked out in the erection of
this plant by A. W. Harrison, who de-
signed and built the generator for Mr.
Neilan, with the assistance of Stanfield
Thompson, a former government engi-
neer and expert on motors.
Is Useful for Lighting
The entire plant is compact and com-
plete in itself. It will be employed to
generate the "juice" for all future Neilan
productions and by reason of its great
capacity will be able to take care of any
demands necessary for the complete
lighting of an entire studio. In fact, it
will supply enough current to light four
stage sets simultaneously.
Through its speedy transportation fa-
cilities and compactness, the plant will
prove of particular value for location
work in communities where no current
is available or where the current is of
insufficient quantity to take care of the
demands of motion picture work.
Ventilation and Lighting
Facilities of Indianapolis
Playhouses Commended
Ventilation and lighting facilities at
Indianapolis motion picture theatres are
generally first class, is the consensus of
a report made at the last monthly meet-
ing of the Indiana Indorsers of Photo-
plays. This body is instrumental in en-
couraging better amusement in all its
forms and its report of the ventilating
and lighting facilities is a source of grati-
fication to Indianapolis theatremen. *
The organization voted to indorse the
better music movement which has taken
the form of music memory contests in
the public schools of the state. The
managers of the theatres will be asked
to play music selected from the better
music contest.
Jackson, Michigan Opens
Beautiful New Playhouse
Add to the string of palatial homes of
the cinema, the new Capitol theatre at
Jackson. Michigan, which opened its
doors recently. The house is operated
by McLaren Amusement Company, Inc.,
\V. S. McLaren, managing director.
In every detail the Capitol is a play
house of the finest order. It embra
the latest constructional features
modern theatre building and is replete
the last degree with facilities that all
for a high grade presentation and co
fort and safety of the patrons.
Special Optical System
Used at Capitol Thea
Statistics issued by the Capitol th
atre show that the actual positive pr
of the motion picture which pass
through the projection machine is ma
nified exactly (is. 742 times on the hu
silver sheet,
The Capitol also claims that it has t
finest optical system in any theatre l
the world special provision having be
made to meet the unusual conditions e
isting in this theatre whose picture boo
is situated on ."> 1 st street while the sere
is actually on 50th street.
Lynn, Mass.— Morris Newmark
[acob Alphert have purchased the Au
torium theatre building from Kdwa
1 1 eff email. The new owners announ
that extensive alterations will be made
the theatre.
\pril 15, 1922
E
XHIBITORS HERALD
89
Playhouse Orchestra
Gives Radio Concert
Musicians at Newman Theatre
Give Concert Broadcasted
by K. C. Star
Here is the result of an exploitation
tunt of Frank L. Newman at his New-
an theatre last week in Kansas City —
top head story on the front page of the
ansas City Star :
Heard by Thousands
An audience of more than 2,000 per-
s at the Newman theatre last night
istened to the Newman orchestra play
:he special 30-minute program. Out in
the residence districts of Kansas City and
In the small towns in surrounding states
in audience of countless thousands lis-
ened in with radio outfits.
J "As Leo M. Forbstein. conductor, took
his place on the rostrum in front of the
sit, a tripod framework was placed in
jne of the aisles. Suspended to the frame
,vas a small megaphone attached to a
ransmitter. An operator in an tipper box
>ushed in a switch and the music of the
jrchestra was broadcast to all those
•tuned in' at .'i60 meters.
Paper Does Broadcasting
"The broadcasting was done by The
star and the Western Radio Company.
Two microphones were used. One sus-
pended over the head of the audience be-
leath the balcony carried the louder
.trains of the orchestra, while the one in
,ront of the pit transmitted the solo
lumbers by Miss Lillian Grossman and
"rank Ridge.
I "Telephone calls received by The Star
iiid the management of the theatre fol-
owing the concert reported the concert
lad been heard, clear and distinct, in all
parts of the city and in towns in Kansas
nd Missouri."
i^x-Soldier Being Taught
• Camera Work by Century
Julius Stern, president of Century
Comedies, believes that there is a future
or disabled ex-service men in the mo-
ion picture field.
In pursuance of his policy of helping
x-soldiers. Roy Fslick, formerly a ser-
vant in the Thirty-fifth Division, 120th
Machine Gun Battalion, is now a student
nder the Federal Hoard and is receiving
amera training at Century under the di-
cction of Jerrv Ashe, head camera man.
,aporte, Ind., to Have
New $500,000 Theatre
A new theatre to cost between $400,-
00 and $500,000 was assured for Laporte,
ndiana, when directors of the Laporte
heatre Company met and elected officers
ist week. Ground will be broken within
nirty day.s.
The officers of the company are A.
ommerneld, president: Norman Wolfe.
,'ce-president, and J. Levine, secretary-
easurer.
lade Sales Manager for
United Artists in Denver
Announcement is made by Hiram
branis, president of United Artists Cor-
iration, of the appointment of J. A.
rum, as sales manager of United Art-
ts branch office in Denver. Mr. Krum
well known among the exhibitors in
ie Denver territory.
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serve exacting requirements.
9. PRICES. Reasonable and com-
petitive.
10. GUARANTEES. Write for our
unique guarantee of quality work.
Superior Music Increases Profits
CTkt
HO W influential appropriate,
refined pipe organ and orches-
tra music is to successful film
presentation is recognized. Almost
without exception the great chain
houses are offering the last word in
musical appeal.
The most prosperous exhibitors in the
business depend not upon films, and house,
more than upon the universal appeal of a
splendid musical background.
The Cremona Theatre-Organ represents
the highest development in an instrument to
properly meet the rigid requirements of the
moving picture theatre. Its exclusive feat-
ures assure reduced musical outlay and at
the same time always elevate the reputation
of your house. Where the Cremona is you
have atmosphere, that intangible something
that puts pictures across, always present,
whether the screen portrays romantic Italy
or the sand swept Sahara.
Interesting details of the Cremona and
how it is paying dividends for other exhibi-
tors are yours tor the asking.
The Marquette Piano Co.
Chicago. U. S. A
Cxcmoua
theatre ©rgan
90
EXHIBITORS HERALD
April 15, 1922
Th eatres
Providing Comfort for Fans Is
an Asset. Exhibitors Know
This. Palaces Are Going Up.
Only the Latest Equip-
ment Is Being Installed
New Projects
New York. — Seventy-Ninth Street
Amusement Company has filed plans for
the erection of another new theatre on
property at Second avenue and Seventy-
Ninth street.
Bangor, Me. — This city is to have a
new motion picture theatre. Property
has been purchased by the Slate Belt
Republican Club, which has agreed to
finance the proposition. Plans call for
an expenditure of about $85>,000.
Galveston, Tex. — A site has' been de-
cided upon and preliminary work started
on the construction of the Miller Me-
morial theatre-here.
*
Cleveland, O. — Property sold through
Joseph Laronge Company will be re-
modeled and $125,000 spent in the build-
ing of a motion picture theatre and office
building.
Ft. Huron, Mich. — Finishing touches
are now being put on the new Desmond
theatre which will assure its opening in
May.
Portland, Ore. — Percy Garrigues and
W. E. Tebbetts, owners of the Highway
theatre on Sandy Boulevard, will build a
new playhouse in the suburban district.
The seating capacity of the proposed
theatre will be 1,500.
*
Babylon, L. I.— J. H. Phillips has
drawn plans for a new motion picture
theatre here to seat 1,100.
*
Middletown, O. — Plans for enlargin
the Gordon theatre to give it an addition
seating capacity of 300 have been an
nounced by William Gordon. Other im
provements will also be made.
*
Dallas, Tex. — R. C. Bromley of th/
city will build a new theatre at Richlan
Tex.
*
Nashville, Ark. — -E. E. Hughes and a
sociates have started the erection of
new theatre here.
*
Houston, Tex. — Excavation work o:
the Rialto theatre has been complete
and building will start soon.
Openings
Houston, Tex. — The Strand theatre,
owned by Schulman and Sons has been
opened.
*
Wheeling, W. Va.— The new $40,000
playhouse at Warwood, owned by Mr.
and Mrs. W. H. Morgan of Yorkville, 0.,
has been opened.
Bakersfield, Cal. — The new Hippo-
drome theatre on North Chester avenue
has been officially opened. William
Gleason is manager of the West Coast
Theatre's new playhouse.
Shepherd, Mich. — A new theatre, the
Vaudette, has been opened by Mr. Mc-
Cabe.
San Antonio, Tex.— The new Pearl the-
atre on Houston street has opened its
doors to the public.
Wortham, Tex.— The Palace theatre,
which was erected at a cost of $.">0,000
has been opened.
Ownership Changes
Ironton, O. — Clarence P. Mittendorf is
now part owner of the South Side theatre
having acquired the interest held by
H. M. Stanley.
*
Watertown, Wis. — It is reported that
the Crystal theatre has been sold by
F. T. Langhoff to the Norton Amusement
Company of Watertown.
*
Waterloo, la. — Gordon Becker has sold
his motion picture theatre to Joe Keef.
*
Carbondale, 111.— The Barth theatre
building and its entire equipment has
been purchased by Jean Dagle from Ed
Barth.
*
Chillicothe, O.— Victor Cohn has as-
sumed the business and management ol
the Roval theatre.
*
Leonard, Tex.— The Liberty thcatn
here has bought out the National theatre
The National will be moved to Celeste
Tex.
In the hour of need
When the day comes
around for which you've
booked your biggest and
highest-priced film of the
year —
— and the weather turns
out sizzling, steaming
brutally hot —
That's the time you
really appreciate your Mon-
soon Cooling System.
A snap of the switch and
immediately its cool.
refreshing breezes sweep
through the house — keep-
ing the crowds cool and
contented, all-forgetful of
the sweltering heat out-
doors, keen to get every
ounce of enjoyment out of
a good picture.
And when you come to
count up the day's receipts,
you'll be glad — mighty
glad — you had Monsoon
Cooling System in your
hour of need.
Install Monsoons for this summer
Write for Booklet T-15
Monsoon Cooling System, i
nc
7 1 North 6th St.
BROOKLYN, N. Y.
726 Bulletin Bldg.
PHILADELPHIA, PA.
April 15, 1922
EXHIBITORS HERALD
91
EASTMAN
POSITIVE FILM
_ — "
CAST M_A_
Bears the words "eastman" "kodak"
— in black letters in the transparent film
margin, as a means of positive identification,
exactly as you see them in the section of
film reproduced above.
If you see these same words in white on a
black strip you have incontrovertible proof
that they were so printed by the finisher to
mislead, not stenciled by the manufacturer
to identify, and that the stock is not Eastman.
EASTMAN KODAK COMPANY
ROCHESTER, N. Y.
92
K X HI Bl T 0 RS HERALD
April 15, 1922
One of the warble staircases lead-
ing from the main foyer to the
balcony.
.1 nii/Iil view of the new Colorado showing the
two large electric signs, visible for blocks in either
direction.
The NEW COLORADO
at Denver is operated by Bishop-Cass The-
atres Company. First National Franchise
holders. It compares favorably with the
biggest theatres in the country in beauty
and appointment. Built of concrete rein-
forced with steel it represents all that is
up-to-date for the recreation, comfort, safe-
'V and health of a discriminating public.
The beautiful mezzanine promenade
shown above has been luxuriously and
richly furnished by the management.
Here is shown the ffiOJXX) Kobert- M or-
ton Oman, largest theatre organ in the
xhrtr.
The seating capacity of the main auditorium
is i.iKi. The balcony and loges accommo-
date 1 405.
April 15. 1922
EXHIBITORS HERALD
93
Universal Making
Boy Scout Serial
Adopt Suggestion Made by
Will Hays at Recent
Conference
Following a suggestion voiced by Will
H. Hays during one of the preliminary
conferences with leaders of the motion
picture industry that a picture be made
along educational and institutional lines,
such as the Boy Scouts of America repre-
sent, announcement is made by Carl
Laemmle, president of the Universal, that
his company has started production of a
Boy Scout serial.
Is Difficult Subject
While Mr. Laemmle believes there may
be some difficulties in taking a picture of
this nature that will present its educa-
tional and historical aspect, as well as
hold a great degree of interest, he is con-
fident that it can be done.
"It will be our greatest and most heart-
ielt endeavor to make this serial as typi-
cal of scouting as it can possibly be made.
We are seeking the assistance of Boy
Scout authorities and leaders, not only to
prevent producing on the screen some-
thing which will be colorless, neutral,
neither helpful nor harmful, but to assist
us in producing something which will be
of actual assistance to this vitally active
American organization.
Will Be Different
"A year ago it would have been impos-
sible to contemplate even such a thing as
the kind of serial we mean to produce
The times would not permit it. N'o one
had blazed the way. no one had discov-
ered that the people who see serials would
patronize such a serial. A few years ago
they wouldn't and exhibitors can't be
blamed for hesitating under such condi-
tions from encouraging that type of pic-
ture."
Montana Cast Selected;
Production Is Launched
Production on Bull Montana's first
comedy, which Hunt Stromherg is mak-
ing, has been started at the Hollywood
studios on the West Coast. The picture.
"A Ladies' Man." the story for which
was written by Producer Stromherg. :s
being directed by Charles "Chuck" Ries-
ner.
Selected for the cast are: Claire Mc-
Dowell. Charles Mailes, Myrtle Lind.
Frank Kingsley. Stanhope Wheatcroft.
Charlotte Woods and "Snitz" Edwards,
with "Spike" Robinson and Billy Elmer
— the "faithful two" of Bull's own "per-
sonal staff" — on the job in the roles of
"Kid" Tracey and "Professor Hoboken."
respectively.
Surety Film Is Organized;
Purchased Mann Comedies
This week marks the entrance of a new-
state rights firm in the Baltimore terri-
tory, where Surety Film Corporation
opens offices at 11-13 South Gay street.
Baltimore. Md. The company will han-
dle leatures and comedies.
The firm is composed of Dr. Nathan
R. Smith, president: Honore Palmer,
vice-president: John S. Merrill, vice-presi-
dent: J. Baker Boyd, secretary, and Will-
iam A. Thomas, treasurer. The first
contract made by Surety was negotiated
by W. Rav Johnston of Arrow Film Cor-
poration for a number of Hank Mann
two-reel comedies.
Gary Message in
"Movie Chats"
A message on business conditions
will be conveyed to the public from
Judge Elbert H. Gary, chairman of
the board of directors of the United
States Steel Corporation, through
the "Official Urban Movie Chats of
the Motion Picture Theatre Owners
of America."
Several members of the Kineto
Company's producing staff trans-
ferred their activities to Judge
Gary's offices in New York for the
purpose of obtaining pictures and
an interview with the authority on
trade and business conditions.
First National Field
Men Confer on Coast
L. O. Lukan, western district manager
and Fred G. Sliter, field manager, of the
executive offices. Associated First Na-
tional Pictures. Inc., are in San Francisco
conferring with Manager Sam V. Ed-
wards.
Pathe Chapter-Play
Ready for April 9
Shipping Industry Is Tied
Up With Thrilis of
New Serial
"Chained to the Anchor," the opening
episode of the new Pathe serial "Go-Get-
'Em Hutch." starring Charles Hutchin-
son, will be published April 9. An out-
standing feature of the chapter play is
the fact that throughout, it is closely
interwoven with the workings of an im-
portant industry — the shipping business.
"Hutch" as Ship Builder
The opening chapter shows the cere-
mony that goes with the christening of a
ship. Hutchinson is seen as a ship builder
and as such takes many hazardous
chances with death. He portrays the part
of "Hutch" McLelland. owner of a steam-
ship line, who is disguised as a yard hand
while learning the business from the
ground up.
Aim at Thrills
In the cast supporting Hutchinson are
Marguerite Clayton. Richard R. Neill.
Frank Hagney. Joe Cuny, Cecile Bonnel
and Pearl Shepard. George B. Seitz pro-
duced the film.
There is just one big
reason why Colum-
bia Projector Car-
bons are used every-
where :
— they make
better pictures
Incidentally they score
high in economy
Write for Information
National Carbon Company, inc.
Cleveland, Ohio
San Francisco, Cal.
TYPHOON POOLING SYSTEM
TYPHOON FAN CO. 345W.39-ST. NEW YORK
CHICAGO TRADE EVENTS
New Offices to Be
Occupied by League
Exhibitors Organization Will
Move to 752 South
Wabash
New headquarters here will be occu-
pied by the Illinois Motion Picture Thea-
tre Owners on May 1. The organization
is moving to 752 South Wabash avenue,
second floor.
New Editor for Paper
With publication of the March, issue
of Illinois Filmland, official organ of the
association, is noted a change in editor-
ship, J. B. Dibelka succeeding W. D.
Burford, who recently resigned as vice-
president of the league.
A postcard, stamped Cairo, Egypt, has
just been received at local headquarters
by William J. Sweeney from President
L. M. Rubens. Mr. Rubens' only com-
ment was: "This is some town." In all
probability the Joliet exhibitor will re-
main abroad until fall.
Lost : One Umbrella
J. Silha, president of the local exhibi-
tors, is making no unwarranted charges,
but he is very desirous of having a per-
fectly good pet umbrella returned to him.
On the headquarters bulletin board is
posted the following statement from Mr.
Silha:
"A tissue paper frying pan is the re-
ward for the return of Mr. J. Silha's um-
brella."
Popular Film Man Heads
Mid-West Exchanges
Circle at Forest Park
Is Destroyed by Fire
The 600-seat Circle theatre at Forest
Park was totally destroyed by fire, the
loss estimated at $10,000. It is believed
that spontaneous combustion caused the
blaze.
J.E.WILLIS
7L~M CRAFT
TRAILERS
ONLY -ORIGIN AL FILM -TRAILERS
DONT BE FOOLED BY CHEAP IMITATORS.
QUICK SERVICE - OUR MOTTO
-WE MAKE 'EM WHILE YOU WAlT-
0N EVERY PICTURE RELEASED.
WRITE -WIRE -OR PHONE.
TELEPHONE HARRISON 2278
34 EAST EIGHTH ST.
CHICAGO
MORRIS HELLMAN, former Universal
film salesman, Chicago, who recently
purchased the Reelcraft exchanges in
Indianapolis, Milwaukee and Chicago.
He has acquired a long list of features,
short subjects and a serial which will
be offered exhibitors buying in the
open market.
Arrow Special Will
Open in Two Central
States Easter Sunday
"Ten Nights in a Barroom" will have
its premieie showings in Chicago and To-
ledo simultaneously Easter Sunday.
In Chicago, the Arrow special has been
booked at Barbec's Loop theatre and at
Toledo it will play at the Alhambra the-
atre. In both theatres, a week's run has
been scheduled. John Lowell, the star,
will appear at Toledo in connection with
the premiere.
J. Charles David, 2nd, advertising and
publicity director of Arrow, is assisting
in the preparations at both theatres and
will remain in Chicago two or three weeks
to exploit the production in the central
west. He predicts that the picture will
meet the same success in Ohio, Indi-
ana, ami Illinois that it has in other states.
Two Film Exhibitions
Planned for Chicago
Details of Motion Picture
Making to Be Displayed
At Pageant
In all probability two motion picture
expositions will be held in Chicago this
summer. It is almost certain that at least
one will materialize. About the second
there is some conjecture.
One exhibition, and the one most likely
to be held, is being arranged for this
year's Pageant of Progress. Charles S.
Rieman has this work in hand.
Expect Stars to Attend
According to Mr. Rieman it is planned
to exhibit every phase of motion picture
production and presentation. It is hoped
also that a number of prominent stars
can be persuaded to attend. It is said
further that Director General Hays will
be urged to cooperate.
The second exposition is planned for
some time in June. It is understood that
a number of prominent persons are iden-
tified with this movement.
Will Uphold Industry
Information reaching this office gives
as the purpose of this exposition the plac-
ing of the industry before the public in
the proper light. It is understood that
one of the features of this exhibition will
be the display of production activities.
Whether or not members of the indus-
try will participate in this latter exposi-
tion is not known.
Essay Contest Conducted
By "Topics of the Day"
Timely Films, producing "Topics of
the Day," which Pathe is distributing, is
conducting a weekly essay contest, the
weekly $100 prize to be won by the au-
thor of the best fifty-word answer to the
question: "How can business be im-
proved for the Manufacturer, Merchant,
Working Man and Woman?" In case of
ties equal awards will be made.
In addition to the publicity given this
stunt in "Topics of the Day," 300,000 cir-
culars are being forwarded to teachers,
business associations and the like. Inter-
est created in the test has been respon-
sible for many new contracts for the
weekly publication, according to Pathe.
Work Starts on Russell
And Gilbert Productions
William Fox announces that work on
two new productions has started at the
West Coast Studios. Richard Harding
Davis' story, "The Man of Zanzibar," has
been adapted for the screen by Fdward-
Le Saint for use by William Russell
Rowland V. Lee is directing.
The other production is a screen ver-
sion of "The Splendid Outcast." by
George Gibbs. John Gilbert will be seen
in the star role. Jerome Storm i* the
director.
April 15, 1922
EXHIBITORS HERALD
95
I CHICAGO PERSONALITIES |
!
Clyde Eckhardt. manager local Fox
branch, left March 31 for New York,
.spending the week end at the home office.
Honest Clyde is the bonus so big this time
it means you are going to leave it there
and not let our boys that tote small artillery
about have a shot at the pile?
* * *
Didya see the reflector that I. Leserman
of Universal has over his desk ? Not let-
ting anything slip past him these days.
Foxv grandpa, say we !
» * *
Maynard Schwartz. Educational pilot
in these waters, is now disporting about
Chi's famed boulevards with his new Hup
sedan trying his darndest on "How to grow
thin" and show an increase of weight in
the weekly sales tally.
* * *
Frank Zambreno, president of Progress
Pictures, informs us his new release, "The
Splendid Lie" featuring Grace Davidson
will hold the screen of "Bill" Barbee's Loop
theatre for a week's run. beginning April 3.
* * *
C'mon ye exhibitors get busy with the
liT ol' Waterman and sign the dotted line,
for the boys of the local Metro exchange
will not sit quiet until they have put "Ro-
zelle W eek" over with flying colors. Under-
stand the boys are all set to register a sales
record for the period of May 14 to May
that will make us all sit up and make
tes. Go to it. L. A. Rozelle and his
m deserve it !
* * *
"Pat" Steinberg and his charming bride,
e former Miss Anna Lubliner, are being
owered with tardy congratulations upon
eir return from their honeymoon. Yep,
"Pat" went and slipped out on us all March
14 returning from French Lick Springs,
• March 28. Rest of the boys at the Na-
tional poster headquarters figure it will be
manv weeks before he is like himself again.
* * *
Julius Lamm, managing the interests
of the Brunhilde & Young Enterprises
advises us they have removed to new quar-
ters, occupying offices with the Common-
wealth Pictures Corp'n. 752 South Wabash
avenue. Incidentally Julius is back to
normalcy again, after the hilarious dinner
and party recently put on at Kuntz-Remm-
ler chop house, commemorative of his com-
pany's third anniversary.
* * *
No wonder Julius Alcock has forsaken
-By Mac-
^ ANNOUNCEMENT
TRAILER/
/ -ARE MODE WITH OS MUCH
CARE OS THE BI66EST
PRODUCTIONS DND OS
BEAUTIFUL .
-THEY ARE MORE ELAB-
ORATE AND ARTISTIC
THAN ANY OTHER FORM
OF ANNOUNCEMENT
- AND BY W«
THE CHEAPEST.
TINTING IS
FREE
8*1
808 S.WABASH AVE
CHICAGO, ILL .
the celluloid. Just give us the listeners for
a moment. The card handed us reads:
"Julius A. Alcock. vice-president, Ryan-
Foley Co., purveyors of building material
and coal." Can you imagine the price
they'll clamor for should the coal strike
last long? First-run prices in the Loop
for fillums will fade into insignificance by
comparison. We all wish you the best o'
luck, dear ol' vetran.
* * *
Jacques Kopfstein, special representa-
tive of Truart Films, arrived in the city
March 29 for a few days stop-over, enroute
for Detroit. He tells us he is homeward
bound and to date has closed territories
for his product wherever he stopped over.
* * *
With the gallant Charles Davis, the
second, of Arrow Film renown, again with
us on the Row, looks like J. M. Abrams
also of the home office will be soon start-
ling the native exhibitors of this section
with thrills galore, when they get their big
moneymaker, "Ten Nights In a Bar Room"
agoing and the first week's receipts are
given out for public notice !
* * *
Walter Rosenfield and his partner Joe
Hopp were in from Rock Island March 27.
'Tis needless to state further "Wallie" was
in good company and enjoyed the Windy
city every' moment of his visit. Bring him
back soon, Joe !
* * *
With the National. Star and Garter, Hay-
market and Columbia theatres all playing
feature films in connection with their
burlesque shows, looks to us as though the
Iron Clan Amustment Co. were sold one
hundred per cent on the cinema.
* * *
L. J. Bennett. Liberty theatre. Mason
City, Illinois, was on the Row last week
buying up all the equipment in town. Looks
like it must be housecleaning time for his
theatre, eh "Benne"?
* * *
Jimmie Gillick. manager of the "double
eye" branch is all het up with excitement
upon the conclusion of the big Pathe drive.
Both teams claim the lead. Best we could
get from "Tiny" Meyers was a smile and
that knowing wink of his'n. In ten days
the tale will unfold and then !
* * *
That is sure some car R. C. Seery, dis-
trict manager First National, recently pur-
chased. We mean the big Lincoln sedan.
And it looks like a mild form of Detroit
has captured the local exchange for the
two "dudes" Gradwell Sears and Ed Brick-
etto are now the proud and haughty pos-
sessors of a Lizzie coupe and sedan,
respectively.
* * *
S. A. Shirley, district manager for
Metro, who has been ill for the past sev-
eral days, is again back at his desk in the
Sown building.
* * *
Lester Sturm, of the local Fox ex-
change, has been transferred to the Mil-
waukee office temporarily. Go to it Les —
show 'em how to pile it up.
* * *
Wi?h Joe Lyon would please get out of
the way and let the rest of us — customers
too — get a peep at that art creation in the
frame. It seems like the Queen of Sheba
was about to murmur something to the ex-
hibitors.
* * *
Dave Dubin will forsake the city clientele
of Educational for a spell. He takes his
initial trip on the road and will cover the
principal points throughout the state. Be
careful Dave, watch yer step and don't blow
out the gas.
* * *
Bennie Edelman has resigned from the
local Goldwyn exchange and is all smiles
to announce he is back again with his old-
time former chief, "Pop" Plough. Ben will
represent the R-C product through the key
cities of the state.
John Koletic and brother came in from
Rock Island the other day looking over
the Row for some additional set-ins for
their American theatre.
Will some good kind chap please inform
Frank Ishmael of Metro where one can
obtain 'phone slugs close by Eastwood and
Clarendon when Pluvius is letting loose?
Thank you men !
* * *
Walter L. Hill, in charge of exploita-
tion for Universal, has returned from De-
catur, 111., where he put over "Foolish
Wives."
* * *
Ralph T. Kettering and Johnny* Jones,
of the J. L. & S. theatrical enterprises have
returned from New York City, where they
went to meet Aaron J. Jones and wife re-
turning from Europe. Ralph says N. Y.
reminds him of a big merry-go-round. You
grab a ring — if you're lucky — and get an-
other ride.
* * *
If you want to find Clyde Elliot Enter-
prises just drop into 808 South Wabash
avenue. Clyde has taken office space with
the American Releasing Corp.
Is Made Sales Manager
of Selznick News Reel
David O. Selznick. announces the ap-
pointment of Howard Morris to the posi-
tion of sales manager of Selznick News.
It was originally announced that E. V.
Durling would assume that position but
it is now stated that he has been assigned
to other special responsibilities.
CLASSIFIED
Five Cents per Word Payable
in Advance. Minimum Charge,
$1.00
EQUIPMENT WANTED
WANTED — Good Type of Screen Complete with
roller. 12x15 overall. Picture 9x12. Must be
O. K. and price right. Geo. J. Eberwine. Marble-
head, Ohio.
THEATRE FOR SALE
FOR SALE — Motion Picture Theatre centrally
located in Illinois. Population 15,000. Seating
capacity 500. Reasonable. Write Mrs. A. B.
Harris. S13 Monroe Street, Gary, Indiana.
USED UNIFORMS FOR SALE
FOR SALE — Cheap. Fifty Green Broadcloth
uniforms excellent condition — ■ all sizes — very
suitable for picture house officers, etc. Henry
Conrad, 1277 Madison Avenue, New York City.
Phone Lenox 5492.
EQUIPMENT FOR SALE
FOR SALE: 5 K. W. Martin Converter 220
V i Phase delivery 71 amperes D. C. S300.00. 50
Theatre chairs. 20 in Oak Ply like new, $1.60
each. Also new theatre chairs in any quantity.
Jerome T. Bunce, 4725 Park Avenue, Chicago.
7
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmei.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
Minter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), six
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels.
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels.
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Faire
Binney.
Devil-Dog Dawson, five reels, with Jack Hoxie.
The Star Reporter, five reels, with Billie Rhodes.
God's Country and the Law. 6 reels, Gladys Leslie
Love, Hate and a Woman, 6 reels, Grace Davison.
A Yankee Go Getter, 6 reels, Neva Gerber and
James Morrison.
Dangerous Paths. 6 reels. Neva Gerber.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed through Pnthe Exchange*
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up! (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
PLAYGOERS PICTURES, INC.
Oct. 9— Across the Divide, six reels.
Oct. 23— Tropical Love, five reels.
Nov. 13— Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dec. 4— The Ruse of the Rattler, five reels.
Jan. 15— Reckless Chances, five reels.
Hills of Missing Men, six reels.
Sunshine Harbor, six reels.
ASSOCIATED PHOTOPLAYS, INC
Western Hearts, five reels, with Art Staunton and
Josie Sedgwick.
The Wolverine, five reels, with Helen Gibson.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander
son.
C. B. C. FILM SALES
1 Be Victim, six reels.
Dangerous Love, five reels
Captivating Mary Carstairs, five reel (Norma
Talmadge re-isue.)
The Heart of the North, five reels, Roy Stewart.
Life's Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Cbic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Mraigbt From Paris, five reels, with Clara Kim-
-•all Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels.
HAMOUS PLAYERS-LASKY
Cet-Rich-Quick Wallingford, eight reels. (Cosmo-
politan Prod.)
Don't Tell Everything, five reels. All-star.
Just Around the Corner, seven reels. (Cosmo-
politan Prod.)
White Oak. six reels. Wm. S. Hart.
Under the Lash, .six reels. Gloria Swanson.
The Little Minister, Betty Compson.
Rent Free, five reels, Wallace Reid.
Miss Lulu Bett, six reels, (Wm. De Mille Prod.).
Too Much Wife, five reels, Wanda Hawley (Real-
art.).
Back Pay, seven reels (Cosmopolitan Prod.).
Lane That Had No Turning, five reels, Agnes
Ayres.
A Prince There Was, six reels, Thomas Meighan.
The Bride's Play, seven reels, Marion Davies.
Nancy from Nowhere, five reels, Bebe Daniels
(Realart).
Three Live Ghosts, six reels (Geo. Fitzmaurice
Prod.).
Tillie. Mary Miles Minter (Realart).
One Glorious Day (Will Rogers), 5,100 feet.
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet.
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet.
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels— Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet.
The Mistress of the World (Special— Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5.100 feet . , ,
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet.
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
feet.
The Heart Specialist (Mary Miles Minter— Real-
art), 5,000 feet.
Beauty's Worth (Marion Davies — Cosmopolitan).
The Mistress of the World (Chapter 4), 3,825
feet.
FIDELITY PICTURES CO
The Married Virgin, six reels
Frivolous Wives. six reels
FILM MARKET, INC
The House Without Children, seven reels with
Richard Travers
The Supreme Passion, six reels.
rhe Ne'er-do-Well. six reels.
FIRST NATIONAL
Woman's Place, with Constance Talmadge.
The Invisible Fear, with Anita Stewart.
Two Minutes to Go, with Charles Ray.
Her Social Value, with Katherine MacDonald.
All for a Woman (Special).
My Lady Friends, with Mr. and Mrs. Carter De
Haven.
The Wonderful Thing, with Norma Talmadge.
Alf's Button (Special).
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod.).
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble- Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
Love's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Pro.).
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The Rarnitormrr, with Charles Ray.
Red Hot Romance, seven reels (Emerson-Loot).
Pcnrod, eight reels, Wesley Barry.
The Cave Girl, six reels.
FEDERATED FILM EXCHANGEJ
The Servant in the House, five reels, with •
star cut.
Danuernu" Toys. seven reels, with all-star cast
Heidi of the Alps. Prizma.
FOX FILM CORPORATION
POX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Coart. e.r*
reels.
Thunderclap, seven reels.
Shame, 8 200 feet.
Perjury, 7,400 feet.
Footfalls eight reels.
The Last Trail, seven reels.
Oueen of Sheba, ten reels.
Ml I'M AM KAHM M SERIES
Wi« Cr^a*#»st Sacrifice, six reels.
A Stage Romance, 6,416 feet.
PKAR1, WHITE SERIES
Revon^ Prire. seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SERIES
Kidin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL, SERIES
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIEI
Ever Since Eve, five reels.
Queenie. five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
OUSTIN CARNUM SERIES
The Primal Law. five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
T" a Finish, five reels.
Rar Nothin', five reels.
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o' Dawn, 4,178 feet.
cuiMTIiKV RRANH
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy-Walker).
Whatever Rhe Wants (Eileen Percy).
Smiles Are Trump (Maurice Flynn), five reels.
Extra! Extra I (Walker- Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Windsor.
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell Skip-
man.
Old Oaken Bucket, five reels, Ail-Star.
Good to Evil, five reels, Lucy Dorainc.
Moongold, 3,175 feet.
Bear, Boy and Dog, two reels.
Puppy Days, 969 feet.
Robinson Crusoe Hours. 966 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest.
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
GOLDWYN PICTURES CORP.
Ace of Hearts, six reels.
For Those We Love, six reels.
Invisible Power, seven reels.
Dangerous Curve Ahead, six reels.
The Old Nest eight reels.
Pardon My French, six reels. Vivian Martin.
The Grim Comedian, six reels. (Rita Weiman.)
Poverty of Riches, six reels. (Reroy Scott.)
Man from Lost River. (Katherine N. Burt.)
A Poor Relation, five reels. Will Rogers.
From Ground Up, five reels. Tom Moore.
The N'ic'u Rose, six reels. (Leroy Scott.)
Re Mv Wife, five reels. Max Lfnder.
The Glorious Fool, six reels,
Man with Two Mothers.
His Back Against the Wall, five reels.
Watch Your Step, six reels.
Doubling for Romeo, six reels.
The Wallflower, six reels.
Grand Larceny, six reels.
Theodora, special cast, eight reels.
a^s Speaker at New York Exhibitor Meeting
" 'Foolish Wives' opening day at Peoples
Theatre beat record attendance by two hun-
dred twenty-four admissions. Second day beat
first by one hundred ninety-six admissions.
Picture is the most talked of subject in Port-
land. With weather conditions remaining as
they are it will break all records."
J. N. MacMEEKIN,
Peoples Theatre, Portland, Ore.
Carl Laemmles
Supreme Production
"The tremendous lines of Los Angeles theatre go<
have greeted 'Foolish Wives' at Mission Theatre pr e
one hundred per cent box office attraction. Receipt :j
excess of any picture heretofore shown at this then
believe this picture will be the big bright spot of th«e
for exhibitors. Capacity house greeted our premio
formance. Seats sold at five, three and two dollars I
anticipate a run of from eight to ten weeks. Con;il
tions." HARRY DAVID, Managing Direcs
Mission Theatre, Los Angeles li
"Broke all records for house."
HARRY ASHER,
Park Theatre, Boston, Mass.
"First week's business with 'Foolish Wives'
at the Roosevelt Theatre indicates record run
on State Street. Press and public unanimous
in their unqualified praise."
NATHAN ASCHER,
Roosevelt Theatre, Chicago, 111.
- Records Evtff where
(are crumbling before the
if this terrific .mnsaiton
"The most remarkable business that Philadelphia has ever
known in the history of theatre business is being done at
the Aldine Theatre where 'Foolish Wives' is playing. We
are turning away more money than we are grossing at the
box office. We were forced to stop seat sale at eight-thirty
tonight. People demanded to be admitted."
GENE FELT,
Aldine Theatre, Philadelphia, Pa.
rial played Wednesday to fifty-two hun-
seventy - nine people notwithstanding
rain all evening since six-thirty. Pic-
receiving great publicity and mouth to
n advertising. All previous records of
>icture production in any San Francisco
re completely shattered."
ROTH & PARTINGTON,
Imperial Theatre, San Francisco.
"Picture went over greater than anything ever
attempted before in this city. Forced to close
box office several times in order to keep traffic
from being blocked. There is no question that
Carl Laemmle's great expenditure will come
back several times, as he is deserving of same.
Picture pleased everybody and no question of
today's success being continued."
HARRY HART,
Butterfly Theatre, Milwaukee, Wis.
Universal Super- Jewel
by and v/rth Von Strohei'm
EXHIBITORS HERALD
April 22, 1922
3« » ".,
r Mottling. _ . i
ters of cl" was J
1 Wdea V* aT 1*
forC- and - eaS?
*"?Z finds v,a»V
and for hirn m
\ng lol. {Tom
summon? thet
home- ™* The
, ranch d ?ai
hand- 'write*
Uo t>egn^"ave the
turn and s» ^e
*»d»,&0*»«d ol
I c\uttWn|JJf ather,
aptW „°pacV.ard-
Henfire ra oes
H»rtVand the
hacV\ • U on. True, HH ^gf»V\\*^' " r s C :ar« \
battle >? ° uSua\ WRR Rich »nd »l ,bt while i
• UUia" oves him * ,
CM**
says DAILY NEVS
OF NEW YORK CITY
I
"Brings gasps. Few Westerns with at
bigger punch than this climax of the
stampede." — A7. Y. American.
"If you think you are thrill-proof, take
a try at 'Man to Man.' None of
Carey's past efforts can hold a taper to
this one. Here is a thrill that is a
thrill." — N. Y. World.
"Not one dull moment. Each more
thrilling than the last." — N. Y. Even-
ing Telegram.
Even-
"Made up of surprises. No other
Western has pleased us nearly so well.
Most interesting we ever saw. — N. 7.1
Tribune.
I
CARL LAEMMLE
i PRESENTS
IIV CAREY
IN THE TREMENDOUS UNIVERSAL-JEWEL ,
TO MAM
ROM THE NOVEL BY JACKSON GREGORY DIRECTED BY STUART
April 22. 1922
EXHIBITORS HERALD
SEE FOLLOWING
PAGES FOR. TWO
OTHER. MONEY-
MAKERS
'This is
Xo.
9*>
vTroderful, stirring
western tale of^
desperate daring
and deep devotion
Staged by
EmmettJ.Flynn
IIS IS
SEE PRECEDING
AND FOLLOWING
PACES FOR TWO
OTHER MONEY
PICTURES
Q^cently shown at
these successful theatres;
SEE a picture that is
OfOi a namby-pamby bve stoi
WT an old type melodrama
UP- Entirely Differen
from any Photoplay %i
nave Ever Seen
Story by
Wilbur Daniel Sieeh
Directed by
CHARLES J. BRABIJ
STANTON - Phik.
RIALTO - Oklahoma City
COLUMBIA- Daybon,0.
STRAND - Atlanta.
MOON - Omaha..
PLAZA - Wheeling,WVa.
MAJESTIC - LonisviU^Ky.
SEE fhe lurid life in tlie Orient
SEE inside the palace of an Oriental potentate
SEE the life battle with wolves in the Arctic
SEE how the lash of shame and the ancestral
dhosts made a merchant prince a
Fugitive of fear !
J} story
\f striking
pwei* and
wonderful
tppeal
JOHN
GILBERT
r
Shaded bp
EMMETTJ. FLYNN
8
EXHIBITORS HERALD
April 22, 1922
fhe blast of the bugle— The clang of The gong— The shrie s
Sweet baby what a racing picture
LAND IT QUICK! All the frenzied furore of the race track on Derby Day— All the mad
hurrah as the foam-flecked thoroughbreds sweep down the homestretch to a nerve-tinghng finish
—All the vivid color of jammed grandstands and packed betting rings— of smart society in club
house and paddock.
Arrives RIGHT ON THE MINUTE as the race tracks open up throughout the nation. Most
timely SPRING BOX-OFFICE SMASH ON THE MARKET.
Get in touch with your nearest R-C
April 22, 1922 EXHIBITORS HERALD 9
tie crowd— the snap of the barrier and THEY'RE OFF !
Boy, oh boy what a sizzler —
Loaded with red-fire melodrama, packed with romance and chuck-a-block with thrills — Every man
and woman who loves the big outdoors will gobble it up— It's real melodrama: The great horse
race — the desperate aeroplane flight — the break-neck auto dash — the gun fight in the gambling pal-
ace— the plot to frame the race — the youth in the clutches of an adventuress — the cleanup on a
long-shot — and the girl's courageous ride in the greatest horse race ever staged! Posters that
fairly shriek and high power accessories all ready. Handle it like a circus and rake in the dough.
Exchange and book this picture today
Every exhibitor, big or small, remembers — The White
Raven, The Snowbird, The Soul of a Woman, Greater
Love Hath No Man.
Oh, boy, but they were pictures! Red-blooded, punchy,
dramatic pictures that held you tense with chair arms
clasped in your hands.
This quality and more is in "I AM THE LAW" be-
cause with six great artists like
ALICE LA K E ROSEMARY TI1EBY
KENNETH HARLAN NOAH BEERY
GASTON GLASS WALLACE BEERY
to work with it was a safe bet that
EDWIN CAREWE would create bis greatesl picture.
Pkotoplay by Raymond L. Schrock adapted from a story by JAMES OLIVER CURWOOD entitled
"Poetic Justice of Uko San" as published in "Outing".
EDWIN CAREWE
PRODUCED DY
EDWIN CAREWE
PICTURES CORPORATION
Distributed by-
AFFILIATED
DISTRIBUTORS. INC.
rhi- *»
ft o
Thi
Bi|
Ar<
i i
April 22, 1922
EXHIBITORS HERALD
11
Why Your Public Should See "Fair Lady "
"Fair Lady" is a smashing good melodrama,
one of the best all-round melodramatic romances
that has been screened for a long time. It is full
of love, mystery, adventure and intrigue.
A beautiful woman foregoes her vow of venge-
ance as love wells up in her soul and devotes all
her energies to righting the wrong she has done
to the final choice of her heart.
There is an all-star cast without a flaw and that
contains such well known screen stars as Betty
Blythe, Gladys Hulette, Thurston Hall, Robert
Elliott, Macey Harlam and Effingham Pinto.
Every woman in your theatre territory always
wants to see beautiful clothes and handsome cos-
tumes when, properly worn. Every woman will
see this in nearly every scene in "Fair Lady."
This melodrama is full of action and thrills
from the very start to the final climax when the
most stirring punch is delivered.
This picture is thorough and absorbing — a
finished photoplay. It is sure to be popular wher-
ever shown. It has in it all the elements for a
first class emotional spasm and never fails to stir
the pulses of the audience.
Every man, woman and child who likes stirring
melodrama, well played, with thrills and action
aplenty, will find what they want in "Fair Lady."
How to Get Your Public to See "Fair Lady"
Play up the name of Rex Beach, the photoplay being adapted from his popular novel, "The
Net." His name is a big drawing card anywhere. Tie-up with bookstores on Rex Beach
books. Concentrate on the title, "Fair Lady," which lends itself to all sorts of attention-
attracting exploitation and gives a chance for co-operative tie-ups and window displays
with almost every type of business house and merchant in any city. Go strong on the fact
that this is a high class, romantic melodrama, with a stirring love story, full of action. Make
much of the mystery element in the picture. Run a teaser campaign, based on the title of
the film, and copy for which will be found in the exploitation folder. Start a newspaper con-
test. See the exploitation folder for this also. Use plenty of paper. The posters are un-
usually strong, and exactly suited to "Fair Lady."
ZOh/fman J3ennett
pr
REX BEACH)
romance
Jounded on his famous nove/
Directed by J&nneth Webb
Scenario by
Dorothy yarnum
CMARUSBmPLIN
DOUGLAJjHP&ANIO"
HIRAM .ACaMj; DUE J"l DENT
A Pasteboard
Colorful with the Lure of the Footlights.
Dramatic with the Trials and Triumphs of the Stage.
(The Personal Observationsbf aGreat Actress —
CLARA MORRIS
y^ri-irai/ecl EVELYN GREELEy • ELEANOR WOOORUFF • ROBERT ELLIOTT
Gladys Valerie • J. H. Gilmo-re • Albert Roccardi •
Take a Tip!
HERE'S a picture that
will be one of the big
hits of the year.
People will laugh at the pic-
ture, at themselves, and at
their neighbors. They'll talk
about it, and joke about it,
and chuckle about it long
after they've seen it.
No finer cast was ever assem-
bled for a comedy. Besides
the featured players, it in-
cludes such favorites as ZaSu
Pitts, Tully Marshall, Sylvia
Ashton, Otis Harlan and
Arthur Hoyt.
From Leo Ditrich stein's adaptation of the play
by Oscar Blumcnthal and Gustav Kadelburg.
Directed by James Cruae. Scenario by Walter
Woods.
.'.FAMOUS PLAYERS-LASKY CORPORATION
Jesse L
Lasky
presents
Matrimonii^
a failure
a—fl with T.Roy Barnes Lila Lei
v ' Lois Wilson Walter Hies
April 22. 1922
From the play by
George Broad-
hurst. Scenario by
Clara Beranger.
OU know what that title means to
your box-office.
Everybody's heard of the play — the
dramatic sensation] of the decade.
Everybody wants to see it.
And with two big stars in it and pro-
duced by a master like William
deMille—
You don '£ have to be told how
much you'll make!
BJ FAMOUS PLAYERS-LASKY CORPORATION Kjt
VJ ' 1 - . ADOLPH ZUKOR. Pr«,.^— r ITH
__w
OOLPH ZUKOR
RESENTS ^
William deMille
PRODUCTION
WITHACN ES AYRES JACK HOLT
N — ■ (2* (paramount (picture
cA Magnificent Spectaoj
Maurice Tourneur
Jlnnouncts the completion
of his supreme achievement
LORNA DOONE
A magnificent picturization of the story which
has thrilled millions —
A tremendous dramatization of one of the
world's greatest novels —
Elaborately produced by a master with a cast
which includes Madge Bellamy, Frank Keenan,
John Bowers and other noted players.
(Sight months in production!
FOR RELEASE IN EARLY AUTUMN
Distributing Arrangements to Be Announced
Produced at the Studios of
THOMAS H. INCE
me Biggest
Box Office
Attraction
on Records
Levdis J. Selznick
presents
REPORTED
MISSING"
American Releasing Corp.
presents
From the novel by Kathleen Norris
Directed by Albert Capellani
featuring
SEENA OWEN ~ GLADYS LESLIE* MATT MOORE
This is an unusual message to exhi-
bitors about a motion picture.
"Sisters" is the best edited and
titled picture released in America
in the past two years.
It is the most sincere, and genuine
picture of the 1922 season. It is
clear, direct — an honest picture
with a tremendous dramatic situa-
tion that all the critics comment
upon*
The reviews on the opposite page
are not "doctored" to feed to exhi-
bitors— they represent the public
appraisal of "Sisters," now having
its extended run at the Cameo, New
York, and simultaneous presentation
in the nation's best and biggest first
run theatres in all the larger cities.
RELEASING CORPORATION ' ■.
WAI 11 II I, 1,H I Nl -IW*
F. a WAKRbN, i > I i
15 W 4<i«St. N. Y.C.~Phones:Vanderbdt 7078-9
Jin International Film
Playing Jgainst Big Opposition
listers 'is Hailed as%e Best Show
in New Yorl(f
NEW YORK GLOBET"Sisters" is one of the most interesting
problem films we have seen. Done with admirable restraint
by a capable and well-selected cast and directed with skill
by Capellani. Seena Owen proves herself one of the excep-
tional actresses of the screen.
EVENING JOURNAL: One of the strongest productions of
the past two years. This picture bids fair to remain on Broad-
way at the Cameo many weeks and it deserves to do so. In a
season of public approval for sincere plays and sincere pictures
"Sisters" will be a hit
EVENING TELEGRAM: One of the best pictures seen on
Broadway in a long time and everybody at the Cameo yester-
day liked it.
NEW YORK AMERICAN (Alan Dale) : The simplicity and
sincerity of "Sisters" gives it its hold upon all who see it.
Admirably acted with beauty and dignity. A useful, enter-
taining as well as ornamental picture that "says things" and
has a peculiar flavor.
NEW YORK TIMES: "Sisters," the International photoplay
at the Cameo, has moments of genuine pictorial and dramatic
strength and is to be especially commended for its sincerity.
It is possible for a photoplay to be interesting and have a
moral at the same time, and "Sisters" goes far towards ac-
quiring this double value. The picture is generally excellent
and the direction of Capellani results in many of the best
things in the story.
NEW YORK TRIBUNE: Every time we see Scena Owen we
like her better. Mighty few actresses on the screen can com-
pare with her. In "Sisters" she makes you believe in the
unloved wife. The picture is beautifully done without the
slightest attempt at sensationalism. The titles of the story are
perfect and Capellani's direction splendid.
NEW YORK EVENING POST: There is much material to
make "Sisters" an interesting picture and it is capably handled
by Capellani, the director. The characters are played sincerely;
the picture is not sensational in its thematic development and
it entertains excellently.
RELEASING CORPORATION J
WALTER E. GREENE. •
F. a WARREN.
15 ft: 44*St.N. Y.C. ^Phones: VaMerbilt 7078-9
rvice Co. Production
20
EXHIBITORS HERALD
April 22, 1922
One of the Best Ex-
ploitation Pictures
of the Spring
The story of a dancing girl who
banished from her life the extrava-
gances and dissipations of New York
to "find herself" away from big city
temptations.
The story of a woman scorned who
won respect and revealed a "hidden
woman" finer in courage and char-
acter than those around her were
prepared to believe existed.
A production by a notable director,
with a cast of distinguished players.
The combination of good names and
good drama makes the box-office
value of the "Hidden Woman" a
certainty.
HlDDEffWOMAh
<M ALLAN DWAN Productior
^Wifh an all star cast including
MARY ALDEN* EVELYN NESBIT
JACK EVANS ^ ALBERT HART
CRAUFORD KENT
Personally directed by ^UanDwatl
.mertcan
RELEASING CORPORATION
15 V. 44 ** St. N. KG • Phones: Vanderbdt 7078-9
HE PRODIGAL JUDGE
AN EDWARD JOSE PRODUCTION
FEATURING
JEAN PAIGE
AND AN ALL STAR CAST
DAPTED FROM THE WORLD FAMOUS NOVEL —
VAUGHAN KESTER
VITAG.RAPH
ALBERT E. SMITH
• »
ALBERT E. SMITH Passenrs
GYPSY PASSION
A Louis Mercanton Production
ADAPTEO FROM JEAN RICMEPIN* FAMOUS NOVEL
"MIARKA, The Child of The Bear"
VITA GRAPH
A Dram
of towerik
emotions}
Starring
IVY DUK1
The World's Mot
Beautiful Picture Stir
AMID all the glitter of gorgeous
backgrounds and bewitching
costumes this famous international
beauty shines with the dazzling
brilliance of a sunburst —
Acclaimed by noted art critics the
world over as the greatest beauty
now before the public on stage or
screen —
Her wondrous beauty of face and
figure and her matchless art make
Ivy Duke a box office magnet of
unparalleled possibilities —
EVERY man and woma:
your town will rave oveify
Duke in this unusually penetn
drama of the home —
A story of tremendous heart-ti
athrob with all the primitive >
stincts that drive men and w<?r
on to their fate —
A smashing and timely indict] >'
of Bigamy — to which the nefl *
pers of the world are NOW di '
ing millions and millions of w -s
An R-C Box-Off ice Smash You Can't Afford to'Mi
" ALBERT E.SMITH presets A SEVEN REEL ROMANTIC COM ED r
V TOO MUCH BUSINESS
WBk ( ADAPTED FROM THE EAR/ BIG6EQS STORY JOHN HENRr (? T,¥E RESTLESS S£X~) ~*„
m im»* A JESS ROBBINS PRODUCTION , t
\ , WITH AN ALL-STAR CAST ♦
(ADAPTED WO
L.4 $
VI TAGRAPH
BY BOB DEXTEQ WEBSTER CAMPBELL
VI TAGRAP H
"DO,WOMEN ALWAYS WANT WHAT THEY CANT. HAVE 7
DISTINCTIVE IDEA.
George Arlissinthe Ruling Passion maf
beseemed thru United Artists Corp.
Distinctive Productions Inc.
366 MADISON AVENUE • NEW YORI^
— — " '
FLOWER OF THE NORTH
"JAMES OLIVER CURWOOD
▼ ▼
<* THE SON OF WALLINGFORD
WITH AN ALL STAR CAST
Written and D/r*. c t< <J by
ALBERT E. SMITH Presents
^ ALICE CALHOUN
"TIE
Adapted from the famous &
JAMES M. BAR I
Directed by DAVID S
V
HERE ARE THE REASONS
WHY THE PRESS
UNANIMOUSLY ACCLAIMS
PRODUCED BY ■■Ml H k| A DIRECTED B'
MARRY RAPF IdUUHHlrillV WILL NIGI-
YEM GOBDON
AS ONE OF THE SEASONS
GREATEST BOX-OFFICE ATTRACTIONS
A Star of unquestioned ability and popularity.
A title with unlimited exploitation possibilities.
A production elaborately and beautifully staged.
A theme as broad as humanitLj itself.
Distributed bq IR^INER BROS. New York, N.Y.
1600 BROADWAY, \
Uotion
Picture
US
At
* OUr Bros. F^p^adelp^ ^|
T
Warner K^-.^a in Phila
t0 Notable Gather in« ^ <0
10 - . ... „,ient»oon ox S-e t° ***
Lom« Darr or »
5* «er .^J'oned t
oor fi.
Ham »«*Iri„
=»nton theatre.
V"ond« the «
roan. OI ,
Coropanv 5
and entbijaj
utnt r;
The,
abBitv ot •»
mother
is *e
idsen
coneoc,,
(he oni ;aj/ an|
Typical Vera
Vera Gordon in
.lie BEST FRIEND"
»=f v^arner Bros.
''Harry Rap> P"4^ _ . WiUiam
Gordon Story Should Go Over
After *e« are
mother character,*
he photo?
Ftor
HOR ...
JARIO BY JackQ)
attraction \ , ' '
Another expre*
Nigh
V/iUiam Nigh
William Nj
formance
esent
- af^and the atmosphere,
^•^Tents smac^ng
<azaar-
thtirrmouSh^-
DIRECTION
cessful piece
PHOTOGRA
oft
LlGHTi;
STAR
FILM DAILV-
OUR BEST
f RtEND
ould so ove
EASILY."
DETA
CHARAC
rMrTHhOFrpRODUCT10N..
^ Ye a Gordon appeared ,«
When W» Veiled "mother
„ art d a lot oi -«»rdd r comparison. And no.
5:4hich Cell by the £*£jg Friend." and ^
*Ll ,„n«rs in another. • -t4 o! ,he so
little tired
over very
You Have
iformly splendid,
6.500
Humoresque
pictures
Many Natural Ex
There
Box
«o ^e outcome0:,;
"Your Best Ftie
- F<-nd and ^^her" ptctures. "
ole hav
Uwhtch .k< H Vera Gordon pr
l-O 'mP?r"n^reat mother roles seen m
ol the first great m ^ sne , ,
-Homoresque (and > s,gh lVi
kot i"'h-s>.b7ed{r"SchoolDays."-J
EjS5)E REVIEW
(S ANOTHER GREW
. VERA G0RD91
PICTURE
EXHIBITORS TRADE REV
^Your Best Friend" Has Heart Pull
Warner Brothers' Production Starring Vera GorA
U Gnen * THeaJe, IZl^X
The Warner Brothers' seven-r«.| r.^
'ore a crowded hoase. ""^eipma, oe-
The program of tne evenuig con=u«ted
l overture by the orchestra; , P™
on Wb.tuers -School nS5
i»»ually fu„„y coroed, feacoSg
B^t?. aiso, Hke the featureTe
■y Warner Brothers; a prologue
ouV"E„ I sPec.'a,'y prepared
our Best Friend - solo, and the
^^"ie- Vh'ch Wis completely
moat apprec^tue and respon-
i?eJ?", enJ0i'me'" and approval
Bined la^ghur at Umes and bjr
I prolonged applause at the close
W emng's entertainment
\^l/nnd a another great V.ra
ttZfi. And It has all
r su^avonLr"6 h" -rii*
3*yJ»g« «ised .-family and
P^od1' fortune. Her oldest son!
•obert. a lawyer, marries a girt Uo5
motier needs Mrs. Myers' financial SSE
«oe toTltoo tie social ladder sfthev
£-nsphnt_Mr». Myers and f"^7
old bookkeeper, Morris, from E»«* t«.. a
his best fnend" finds him aLo-j? »
type. Robert's wif." and & SSk.?^
tail any expenses in order to helotf*™;
Since you've decided by now^seTr?;
Myers money bags, come in just ,t
waste it!" is ha Treioind^ BatlS"^
Harrv R.'Sf ' "PPort'1* Mrs. Gordon an
nett. Beth Mason and Dore Daridson
H. C. J.
28
EXHIBITORS HERALD
April 22. 192;
CONFUSION
worse confounded, in the past, has prevailed in the great and growing
industry of employing
SHADOWS
on a lighted white screen for the entei tainment of countless millions of
human beings. That is
was necessary to provide the best possible motion pictures under fair and
favorable conditions to distributors and exhibitors.
The manner in which the first three releases are being booked in all parts of
the country proves that the Second National idea is right.
RELEASES:
"THE NIGHT RIDERS" "HER STORY"
"DAVID AND JONATHAN"
Second National Pictures Corp.
140 West 42nd Street New York City
Mother's
May/4
tk
i:ploitation Ideas
b this Special Day I
MOTHER'S DAY
SUNDAY. MAY 14*
A DAY EVERY SON AND DAUGHTER VOX ENJOY OBSERVING
Uikt Ail HER Day?
HappyOnw
:ii tar.t utfcakw Meters
Bfcrt viUj Vtirtal] jift
Sax/ rtsr
YourPhok
as Your
Mothers
Day Gift
First-run theatres! Play
a return engagement!
The occasion warrants it!
RUPERT HUGHES'
heart- gripping story of home
Qtie
Old
Nest
F>rist Shops Sell
A titer's Day Flowers
Western Union Kno-us
the Value of This
Goldwyn
Picture
30
EXHIBITORS HERALD
April 22, 1922
THE CELEBRATED 8
HITS ON ALL CYLINDERS
FLORENCE REED
in
"The
Black
Panther's
Cub"
Now releasing
WILLIAM DESMOND
MARGARET CLAYTON
and
FRANK LOSEE
in
"Dangerous
Toys"
Now releasing
CLARA KIMBALL YOUNG
in
"What
No
Man
Knows"
Coming soon
"Where Is
My Wandering
Boy
To-Night?"
Now releasing
ANNA Q. NILSSON
"Why
Girls
Leave
Home"
Now releasing
CLARA KIMBALL YOUNG
in
"A Worldly
Madonna"
Coming soon '
WESLEY BARRY
in
"SCHOOL
DAYS"
Now releasing
CLARA KIMBALL YOUNG
"Charge It"
Now releasing
OTHER
Important
Announcements
TO FOLLOW
CELEBRATED PLAYERS FILM CORPORATION
MEMBER
Vpril 22. 1922
EXHIBITORS HERALD
31
%ton Romps Home
/hile the feature also ran
The San Francisco Daily News
gives practically the entire re-
view to a Buster Keaton 2-reel
comedy — just mentioning the so-
called feature. Other papers
throughout the country are doing
the same.
Mr. Exhibitor What does this
mean to you? It means that
Buster Keaton comedies are in
fact the Feature over the long
reel subject. It means his com-
edies are the drawing card's — the
money makers.
/"* » aTb'ci *M it, „ Kw"°»'s/
I " °«Kao h s"«atlo„, ' atsord ,
"Ins J \ '""« coua !* '» Wild,
Joseph M. Schenck presents
BUSTER KEATON
in
"The Boat"
"The Cops"
"The PALEFACE"
"The PLAYHOUSE"
Written and Directed by Buster Keaton and Eddie Cline
A First National Attraction
Released on the Open Market
Every Show Is a Good Show
When Keaton Heads the Bill
32
EXHIBITORS HERALD
April 22, 1922
My stery — Thrills— Love— Ad venture !
The latest Charles Ray pictures
are released on the open mar-
ket. They include "Gas, Oil,
Water," "The Barnstormer,"
"The Deuce of Spades,"
"Smudge" and "Alias Julius
Caesar."
All earlier First Na-
tional-Ray pictures are
Franchise Pictures.
Charles Ray in a new kind of picture but
never for a moment do you miss his same per-
sonality that has made him the favorite of
millions.
Secret Service Mysteries
Daring Deeds of Banditti
Thrills on the Mexican Border
Trapping of Smugglers
Autos Speeding in the Night
Aeroplanes Whirring Overhead
Motorcycles Roaring Down the Borderline
Story by Richard Andres; Photographed by George Rizard;
Directed by Charles Ray and produced by Charles Ray
Productions, Inc.
Released on mi Of €91 Market
DISTRIBUTED BY FIRST NATIONAL FXHIBITORS CIRCUIT, INC.
April 22, 1922
EXHIBITORS HERALD
"Barthelmess Creates The Unusual!
Completely Absorbing and Charming !
— Are?us Rcz-iczi's.
CREATES THE UNUSUAL
"Barthelmess creates the unusual. There is a quaint flavor
of ships and seas and simplicity. He plays with strength,
and intensity. The contrasting types are well worked out
and the characterizations are delightful." — Los Angeles
Examiner.
COMPLETELY ABSORBING
"No one could fail to admire Barthelmess' playing in this
picture. The characterization has something of the spiritual.
Completely absorbing and charming with romance and
youth." — Los Angeles Times.
YOU'LL LIKE IT
"Interesting and wholesome, you can't help liking it. Just
the sort of play the public is clamoring for. Splendid acting
and magnificent photography. Barthelmess is an actor." —
Los Angeles Record.
I* • FULL OF HUMAN INTEREST
"Replete with human interest and humorous scenes.
Barthelmess handles his part exceptionally well." — Los
Angeles Herald.
Inspiration Pictures presents
RICHARD BARTHELMESS
in
! 'The Seventh Day"
Story by Porter Emerson Browne; Directed by Henry King:
Photographed by Henry Cronjager; Art Director,
Charles O. Seessel.
A First National Attraction
EXHIBITORS HERALD April 22, 1922
We Need Add Nothing to This!
Seldom does a big Metropolitan
newspaper editorialize on a single
picture.
But the Chicago Tribune one of
the nation's most influential pa-
pers, gives a long editorial on
"Smilin' Through."
It will pay every exhibitor to read
every word of this, because it
means money in your pocket.
Speaking of
Joseph M. Schenck's
Presentation of
NORMA
TALMADGE
in
Smilin' Through
Adapted by James Ashmore Creelman and
Sidney A. Franklin from Allen Langdon
Martin's play. Directed by Sidney A.
Franklin; photographed by Roy Hunt and
Charles Rosher; technical directors, Willard
M. Reineck and Lawrence Hitt.
A First National
Attraction
All the Screen
Can Give!
" Smi'in- Through "J^r «
^r. xorma TalLdJe 1? ^ Jane Co^
*• advances of th?md0°vT " f°r the ™°v,08 J
-ery to,. In ^ J^£« '-story ^ ^ ^
belief i„ the subllminat^ ,s one *Wch forces the
POses, and character tV , " emotl°™. Pur-
«*o have ,ost some of their^ S ^ P^
« -mantic ^ that in th* Possibility I
forms which are beluur", ? ^ be deve,°P«l
" says that men and C'ean' and 1
«« lost in contact wuh T ^ 1<3eaIs ***
Jj bred, tenaSlT^ ""'^-W
-I^-e^mtheriSs^l
Charrrrs 0f simplicity are not' ° Thro^h-"
Producer, out in HoUy ™ £ ^ S°U*ht b* - 1
"»t if wealth is indicated rth?H thlnk
^ represented by bathi , ch^acters it must
nww« Pools In the biw » " I,,f " JUmpIne ,n*o
»P ^e butlers as ^ ' and by doubHn*
1 «P the Topees. 11X0 UncIe Tommers double
^he producer of " , „.
cated. but there is ol ! ^ We&Uh *■ *«U.
Wr. GoodhreedCL T tho houseJ
are no 0*^^^ — nere, and
•in the charminn-
™> the «»r^^ Voided
-ce effects. The twoToTe stor, t0 Pro'
fastness of the lovers to sustain ^ the 8tead" I
of tragedy and the te ^of t! °" ^ the I
a" fusion, i., one wh,cheSt°V,me- That.ifonIy!
«*r with him. The voun! r0manC0 ,nto ete«-
ws g,r, throu^ (,, ^ ;r who near* I— I
*r the fam y^f he° atredthe°,dman'
th'^» the ^imiyns°lth;u and aj?aJn j
to in realty and fine Jn n' ^ l<now, as dura-
. ^p,e in ,heir J^, older man.,
^eep their eyo3 flxcd on a th"°'?h "*> try to
l"at to realistic plays they sh 7' d° n0t be'ievej
- believe that a ion c 0, rom U'd *» b"/
-an SCod. wo belt-e thaT ^ {
-Plrttualteed world i « P!!P,e w,» into (
' «B ^turn itl" "an ,hr°Ugh " and that
™*y have been looking ' ,nSP'ration- They ,
^ -,t„ a .race ^d "be u7y a8 r'rr°r
^toifo^^^^ Man should be |
The Washington Convention
By MARTIN J. QUIGLEY
THE eyes of the industry will be focussed upon
A Washington on May 8th at which place and
time the annual convention of the organized ex-
hibitors of America will commence. This annual
congress of theatre owners is always a matter
of both immediate and far-reaching consequence;
this year, however, a particular significance at-
taches to the meeting because of the problems
which should be and probably will be acted upon.
This convention comes following a period
which has been a severe test to exhibitors. Thea-
tres, regardless of character or location, have
found much in recent months to afford grounds for
grave consideration. The sudden tightening of
the public's purse strings, coming after a few years
of easy prosperity, brought home many serious
and sobering facts to exhibitors as well as to other
branches of the industry.
Prompted by the experience of recent months
theatremen attending this convention are going to
be very much interested in the sub ject of rental
prices. Although there are definite signs of an im-
provement in business nationally the exhibitor is
going to turn an apprehensive eye to the future
unless he is given to understand that there is to be
some relief with respect to the Him bill he has been
meeting.
* # *
A N outstanding feature of the rental price situ-
ation is the fact that circumstances have per-
mitted distributors to get returns on big pictures
which even their highest hopes did not warrant
them in expecting. On the other hand, the ex-
hibitor has been able practically to set his own price
on the lesser attractions. Viewed from either the
angle of the exhibitor or that of the distributor, this
is a situation which demands adjustment.
It will be well for the Washington conference
t<> realize that a sweeping demand for price reduc-
tions does not either fit the case nor does it offer
reasonable hope for satisfactory results. Exhibit-
ors, however, are entitled to demand that dis-
tributors permit them to share in the good fortune
of successful pictures and not compel them practi-
cally to sacrifice profit for the privilege of show-
ing certain exceptional pictures that the public
demand.
Growing out of the rental price situation vari-
ous visionary schemes aimed to reduce the exhibit-
or's rental bill may be presented. In connection
with such the theatremen should realize that the
natural and logical divisions of the industry into
production, distribution and exhibition cannot
easily be broken down and that any plan which
calls for the exhibitor shouldering the commercial
hazards of activities outside his own sphere should
not be acted upon hastily and should not be acted
Upon at all until every ramification of such a proj-
ect is thoroughly probed and tested.
* * ' *
/CONSIDERABLE interest will be manifested
^ in just what the Washington convention will
do with respect to the proffered hand of coopera-
tion of Mr. Will H. Hays and it is to be hoped
that at least until such a time as there are concrete
objections to the Hays program the theatre-
men will not be thoughtless enough to permit the
traditional prejudices of the business to rule and
commit themselves to a position in opposition to
Mr. Hays simply because he is an appointee of
the producers.
Politically, the coming convention promises
much fire-works; however, this feature should be
considered simply as a necessary evil of organiza-
tion and should not be permitted to blot out the
fact that the meeting can only be constructive to
the extent that it adheres to the character of a
business session with major consideration at all
times to the business problems of those in at-
tendance.
36
EXHIBITORS HERALD
April 22, 1922
jWARTIN J. QJJIGLEY
PUBLISHER/ & EDITOR
Published every Wednesday by Martin J.
Qolftley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois, (Tele-
phone: Harrison 9248-9249.)
Vpw York Office: 1476 Broadway. (Tele-
phone: Bryant 130S and Bryant 5111.)
Los Angeles Office: 453 South Spring St..
(Telephone 600-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Bights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV April 22, 1922 No. 17
Mr. Carl Laemmle
With the recent completion of his
sixteenth year in the motion picture
business it may be properly remarked
that the career of Mr. Carl Laemmle,
president of the Universal Film Manu-
facturing company, affords excellent
grounds for thoughtful contemplation
by young men in the industry.
There are those who are quick to
credit the commercial progress of Mr.
Laemmle since the time, sixteen years
back, when he opened a store front
show on Milwaukee avenue in Chicago
to the great opportunities of an indus-
try which developed in rapid strides.
These persons seek to explain Mr.
Lacmmle's present position more by the
fortunate selection of the motion pic-
ture business as a field for his life's
work than by the industry, vision and
intelligence which are usualy held ac-
countable for signal success in any line
of work.
One needs to consider but briefly the
career of Mr. Laemmle to be convinced
that it is a record of great enterprise,
unremitting industry and a very high
order of ability.
Initially, Mr. Laemmle, from his
limited experience in the modest show
hall in Chicago, foresaw as an ap-
proaching reality a great, new indus-
try and this at a time when the then
captains of finance and commerce not
only did not share in the vision but they
could not even be made to listen to such
a forecast. Mr. Laemmle's association
with the motion picture producing and
distributing business did not come as an
accident; on the contrary, against ob-
stacles that would have discouraged a
less enterprising and courageous char-
acter he set out on a determined plan
to make a place for himself in the in-
dustry which was just dawning.
For six years Mr. Laemmle struggled
against the organized monopoly of the
day, gradually getting a firmer foot-
hold in the business through the estab-
lishment of exchanges at various points
in the Middle West. On May 1, 1912,
the Universal company was started and
it immediately plunged into the contest
to make independent operation possible
in this business. The contribution of
Mr. Laemmle, personally, and of the
Universal company in this contest,
were very great and should not be for-
gotten by those who came later into
the industry and found that inde-
pendence had been fought for and
won.
Mr. Laemmle, firstly, must be cred-
ited with the vision that caused him to
tie his fortunes to the motion picture
business and, secondly, with the ability
not only to make good in the industry
but the ability to keep his company
from the very start among the leading
companies of the business throughout
the world. Hence, the success, upon
which he is to be complimented on the
sixteenth anniversary of his entrance
into the business, has come as a logical
and well-merited reward.
Re -Takes
J. R. M.
These radio bugs are interesting.
* * *
They greet one another with, "Good
morning, Smith; how's your antennae?"
and Smith comes back, "Ohm all right
2,000 strong."
* * *
No Radio for Us
We were tempted to install a set in
our hall bedroom until we read that en-
ergetic and longwinded politicians were
using them to broadcast their speeches,!
and we threw the nucleus — a binding post
— out of the window.
* * *
Vamps Are Coming Back
Speaking of nuts, though, didja see
where they're making squirrel comedies
in New York. Yes, they have a squirrel
vamp, squirrel hero and squirrel heroine
and a N. Y. newspaper man is writing
some nutty titles.
* * *
Mouthy Guys
The hoof and mouth disease is breaking
out in golf circles. They hoof it all day,
and sit around at night and lie like gentle-:
men.
* * *
Away Outa Date
That Chicago prof, who said "motion
pictures have a great influence on the hu-
man mind," said a mouthful, but it has
been some time since he attended a film
show we fear for he further remarked
that "a student came back to study Latin
but his mind was following the wiles of
the 'vamp' who portrayed in the picture."
It's been a long time, Prof. O'Shea, since
'vamps' occupied our screens.
* * *
We like this line in a contemporary—
The Script — published on the West Coast
"With Mallets toward none, and Clarity
for all!"
* * *
Doesn't Recognize Him
New Jersey has a spook, and is all ex-
cited over it. The ghost hasn't walked in
so long in Jersey they don't know what
to make of it now that good times arc
here again.
• • *
Too Realistic
That New Orange scenarioist who tried
to act out his own script, and landed in
jail, probably thought he couldn't be any
worse than some of the actors who would
have a shot at it.
* * *
That loud noise you hear in the projec-
tion room is a bunch of quiet exhibitor!
looking at "The Leather Pushers."
* * *
'Tis said New York folks don't cari
for Western pictures. Last week 25,00f
New Yorkers took out licenses to earn
pistols — so that shootin' stuff is no nov-
elty to them.
* * *
Voting for Wine et Beer
These are B. V. D. days— "Bury Vol
stead Days" — in every council chambei
in the land.
* * *
Galli-Curci ought to keep in her owi.
territory. Think of going to Los Angcle
to pull that "$40,000 jewelry robbery'
story.
* * *
More of 'Em There
Nowadays the kids don't know whcthci
to go to Arizona and become cowboys oi
go to Hollywood.
IN THIS ISSUE
OF SPECIAL INTEREST Elaborate Press Book* Arc Money
\\ uted, Baj * Cohen 49
"The Washington Convention," an T. o. o. c. win Aid Thomas B. Inee
Editorial, by Martin .1 lliilnlcy . 35 Fight on "Leech" Films 49
A mrriniii, Not llrlfi-h. I-'IIiiin Draw
in England 50 DEPARTMENTS
NEWS OF THE WEEK Pictorial Section 43
The Week In \c>> \ nrk 48
\ln\H Declare* Be Will Work With Money Making IiIchn 50
and fur Exhibitor* 37 The Theatre 51
OrKanlaatlon <>r M. I*. P. II. v. Com- Nc^Npicture* 50
plated and Ofllccrii Elected 37 Reviews U
Six Exhibitor organization* Hold Public nit he i.cngu" 05
important Convention! 30 Touring with H. e. \. 70
Hup* Mine La VI Sherlfl for Prejudice Lett era from Reader* 711
III Picking Jur» its Whnl the Picture* lllil for Me 73
If ansdeld, O., Mayor lirfiiNi-x to Theatre l'.i|iil|iioeiit S3
Clone Theatre* During Leal 30 Chicago Trade Evcntx so
< ole Qlve* lenet* on Distribution Chicago Personalities hy Mac ... 87
siatem of lt-< Picture* 3S Guide to Current Picture* 88
Lpril 22, 1922
EXHIBITORS HERALD
37
'Pyrigkt by International
flLL H. HAYS, president of Motion
Picture Producers and Distributors of
America, urges cooperation, in speech
before T. O. C. C. of New York City.
1 P. P. D. A. Names
Board of Directors
.eport Vitagraph Would Xot
Join Erroneus — Smith
Is Secretary
(Special to Exhibitors Herald)
NEW YORK, April 11.— The first
meeting of the newly organized Motion
icrure Producers and Distributors of
merica, Inc., was held last Friday. Will
.. Hays was officially elected president,
purtland Smith made secretary', and
ght directors selected for the coming
:ar.
Vitagraph in Fold
The first business was the filing of ap-
ications for membership. Many rumors
ave been current that Vitagraph was one
E three of the larger companies that
ould not join, but this was shown to be
'roneous when John Quinn, acting for
itagraph, filed the first application for
embership.
The only absentee from the list of com-
anies published as being in the Hays or-
inization was D. W. Griffith. It is un-
:rstood that his application will be forth-
)ming immediately on his return to the
ty. In addition to the names already
;nerally known as being on the associa-
•on list, the name of Joseph M. Schenck
as added yesterday, when Mr. Schenck
as elected as a member of the produc-
s' division.
Directors Appointed
The following companies were elected
istributing members, together with the
idividuals designated to represent them:
ducational Films Corporation, by E. W.
.amnions: Famous Players-Lasky, by
dolph Zukor; Fox Film Corporation, by
Villiam Fox: Goldwyn Pictures Corpora-
on, by Frank J. Godsol: Metro Pictures
orporation, by Marcus Loew; Selznick
orporation, by Lewis J. Selznick; Uni-
ersal Film Manufacturing Company, by
arl Laemmle, and Vitagraph, by John
1. Quinn. These officials comprise the
oard of directors.
This leaves First National. United Ar-
sts, Robertson-Coe and Pathe of the
^rger companies still without the fold,
ut it is confidently expected that all or
early all, will soon be enrolled.
Hays to Work With
And For Exhibitors
Keynote of National Conclave May Revolve
Around Distributor-Producer Head's
Offer of Cooperation
By JOHN S. SPARGO
(New York Editor, Exhibitors Herald)
NEW YORK, April 11. — The first constructive move look-
ing toward the burying of the figurative hatchet was made today
when Will H. Hays, as the guest of honor at a luncheon of the
Theatre Owners Chamber of Commerce, urged harmony and
co-operation between the exhibitors of the country and pro-
ducers and distributors.
The invitation was extended to Mr. Hays by President William Brandt,
working in conjunction with Charles L. O'Reilly and Samuel I. Berman,
president and secretary respectively of the Motion Picture Theatre Own-
ers of the State of New York. The occasion of the meeting was for the
purpose of the exhibitors and producers and distributors organizations
getting together to work in co-operation on a big charity drive which is
being planned.
Makes Clear Position of His Organization
Mr. Hays took occasion, however, to make clear to the exhibitors
the position of his organization in regard to all work of joint interest to
the different branches of the industry. He pointed out that the association
of which he is the head is not intended to function for the producers and
distributors alone, but for the industry generally. To do this in a way
which will accomplish real good, Mr. Hays stated his organization must
work with and for the exhibitors also.
He told the exhibitors that he was not
only ready and willing, but anxious to
help arrange for
the operation of
a joint committee
of exhibitors and
d i s t r ibutors to
work on all prob-
lems which con-
front the industry
generally and
conveyed the im-
pression that it
was but a short
step from this to
actual cooperation
in mutually work-
ing out the differ-
ences which now
exist between the
f
S. I. Berman
William Brandt
two branches. He deplored these differ-
ences which had kept them apart and
predicted that in the near future they
would all be wiped out and exhibitors
and distributors would be working as one
harmonious whole.
Mr. Hays' message
of cooperation and har-
mony coming so close
upon almost a similar
prediction made by
Svdney S. Cohen, presi-
dent o'f the M. P. T. O.
A., is looked upon as
significant. At a meet-
ing of the Associated c j_ O'Reilly
Motion Picture Adver-
tisers, Inc., last week Mr. Cohen said:
"The time is growing near when co-
operation is coming: the various branches
of this industry will sit on opposite sides
of the table and thresh matters out."
Mr. Cohen was not at the meeting yes-
terday, being in attendance at the conven-
tion of Motion Picture Theatre Owners
at Pittsburgh.
It is generally be-
lieved that the move-
ment started by Mr.
Hays today is but the
forerunner of further
action along similar
lines which will be one
of the highlights of the
national convention of
the Motion Picture The-
atre Owners of Amer-
ica at Washington next
month.
The announcement that Mr. Hays was
to deliver a message of importance to the
exhibitors brought out the largest attend-
ance of members in the history ot the
Theatre Owners Chamber oi Commerce,
not accepting the recent election when
William Brandt was defeated for re-elec-
tion by William Landau. Mr. Brandt
retires from office April 20. and arrang-
ing for the meeting today is believed to
be the last of a number of constructive
movements started during his regime.
The clear setting out of the purpose ot
Mr. Havs' organization was greeted with
enthusiasm by the exhibitors present, and
at the close of his talk he received an
ovation, which he said afterwards, con-
vinced him that the exhibitors were with
him and for him in the work for coopera-
tion and harmony.
The following resolution relating to
Mr. Havs was adopted at the convention
last week of the Illinois Motion Picture
Theatre Owners:
RESOLVED, that we are not antag-
onistic to Mr. Hays and that we are
looking forward to him to correct certain
evils in the industry. We expect Mr.
Hays to give us a uniform contract which
we have been trying to get for years.
We also ask him to establish a credit
system in lieu of the deposit system
which is now in force in the various film
exchanges throughout the country.
38
EXHIBITORS HERALD
April 22, 1922
Raps Blue Law Sheriff for
Prejudice in Picking Jury
Judge Discharges Official from Further Service;
Reformers in Springfield Again Win; Illinois
Town to Vote on Sunday Opening
(Special to Exhibitors Herald)
GRAND JUNCTION, COLO., April 11.— A severe blow at intolerance,
and one that illustrates clearly the blue law advocate's despicable disregard
for American principles and law, has been struck in Colorado, where Ole AI.
Nelson, manager of the Majestic theatre at Grand Junction, and William
Bell, manager of the Crystal, are being tried for an alleged violation of section
4,000 of the Colorado statutes, which regulates the opening of theatres on
Sunday.
Selects Only Bigots for Jury Service
The sensational development in this trial was the discharge from further
service of Sheriff Ducray by Judge Miller on the ground that the court was
satisfied that the sheriff had showed undue bias and prejudice in the selection
of jurors for the trial. Evidence was submitted by the exhibitors' attorney,
R. H. W alker, that Ducray was a regular attendant at the meetings of the
blue law crowd and that his jurymen had been drawn exclusively from their
ranks.
This is the first time that an effort has
been made to obtain a conviction of a
motion picture theatre man under the
provisions of section 4,000, which is spe-
cific in prohibiting Sunday performances
at vaudeville and dramatic houses, cir-
cuses and the like.
Confident of Success
In view of this fact, Harry T. Nolan,
prominent exhibitor in the Rocky Moun-
tain district and Associated First Na-
tional franchise holder for Denver, be-
lieves that the exhibitors have an excel-
lent chance of having the law declared
unconstitutional.
The reformers of Grand Junction have
announced their intention of spending a
large sum of money in an effort to win
their case.
its own moral opinions, and has the nerve
to defend them, it will repeal this and
other blue laws. But, as it is, the joke is
not on the theatres, but on the theatre
patrons who cannot attend a week day
performance."
Vote on Question
Uphold Blue Law
(Special to Exhibitors Herald)
CRYSTAL LAKE, ILL, April 11.—
Crystal Lake, which has voted on the
question of blue laws a number of times
in the past, again will decide the issue at
the election on April 18. The last time
the question was submitted to the voters
was in 1920, when the Sunday opening
advocates were defeated by one vote.
Authority for placing the question on
the ballot this year was granted by the
city council.
(Special to Exhibitors Herald)
SPRINGFIELD, MO., April 11.— For
the second time within the past few
months citizens of Springfield have voted
for Sunday closing. The vote was 6,396
to 3,550.
Because 70 per cent of the voters had
signed petitions favoring Sunday per-
formances, it had been freely predicted
that the theatres would win by an over-
whelming vote. Defeat by the blue law
crowd is due almost wholly to the lack
of interest on the part of the liberals of
the city.
"Congratulates" Brethren
The attitude of the exhibitors might be
summed up in the wrords of E. C. McAfee
of Electric Theatre Company:
"I congratulate our brethren of the
pulpit in making their church members
believe that there is a great conflict be-
tween the theatre and the church. The
truth is that in this matter it is not the
theatres, but the public which is being
regulated. Theatre interests are inciden-
tal only. If the public wishes its con-
science regulated by law it should abide
by the consequences, as the theatres now
are doing, without a murmcr. Whenever
the public feels that it has the right to
Anti- Blues Ask Bowlby
And Crafts to Debate
(Special to Exhibitors Herald)
ST. LOUIS, MO., April 11.— W. C.
Dailey. national secretary of the Anti-
Blue Law League of America, which will
hold its first national gathering in St.
Louis on June 22 to 25, has sent letters
to Rev. Harry L. Bowlby, secretary of
the Lord's Day Alliance, New York City;
the Rev. William F. Crafts, International
Reform Bureau of Washington, and the
Rev. North W. Cooper, Southern
Methodist Sabbath Day Alliance, chal-
lenging them to debate the subject "Re-
solved That So-called Sunday Blue Laws
are American in Principle and Christian
in Character" before the convention of
the league,
Dailey assured them that if the major-
ity of people who hear the debate decide
that the reformers are right steps will be
taken immediately to disband the Anti-
Blue Law League,
R. S. COLE, president of R-C Pictures,
corrects erroneous reports circulated
concerning the company's distribution
plans.
Cole Gives Facts on
Distribution System
Considers Plan Whereby Each
Manager Will Benefit
Financially-
New activities and plans recently un-
dertaken by R-C Pictures Corporatior
have given rise to certain erroneous re-
ports and the Herald has been asked t<
make plain to the trade the real facts.
1. No part of the New York ex-
change, or any other exchange of
the R-C company has been disposed
of either in whole or in part.
2. The Boston banking firm of
Hayden, Stone and company is not
financially or otherwise interested in
the New England distribution of R-C.
Referring to the incorrect reports tha
have been published, Rufus S. Cole, presi
dent, said:
Is Property of Concern
"I should be obliged to you if you wil
make it absolutely clear to your reader
that there is no truth whatsoever in th>
statement that our New York exchang
has been disposed of in part to Charle
R. Rogers. The R-C New York exchang
remains entirely the property of this cor
poration.
"We have not in any way even con
sidcrcd the disposal in whole or in par
of any of our branches, but will alway
retain full one hundred per cent contrc
of the distribution of our product.
Now Formulating Plans
"The directorate are formulating larg
plans for the future expansion of tin
corporation, and as a small part of Hies
plans we are considering a scheme l>
which a branch manager will benefi
financially in the individual success of hi
particular exchange, and it is such
scheme that is being given a try-out i
our New York exchange under the supet
vision of our Mr. Rogers."
\pril 22, 1922
EXHIBITORS HERALD
39
State Conventions Clash in
Policies Affecting Will Hays
To
"Smoke
Hays
Out"
In sharp contrast with the plea
for harmony by Sydney S. Cohen
and the hearty
reception ten-
dered Will H.
Hays by the T. O.
C. C. of New
York this week
is the address de-
livered by A 1
Steffes, president
of the M. P. T. O.
of Minnesota, at
the Minneapolis
convention on April 11.
Steffes scored the producers and
referred to Will H. Hays as "their
goat at an enormous salary which
the exhibitors will pay unless they
fight."
He announced he would appoint
a committee to draft a series of
questions which will be forwarded
to Mr. Hays "to smoke him out
so the public will know just what
his attitude toward us and the rest
of the industry really is."
Al Steffes
Statement of Mayor
Squelches Clergymen
Refuses to Close Theatres
During Lent — Opposes
Oppression
(Special to Exhibitors Herald)
. MANSFIELD, O., April 11. — The
Mansfield Ministers' Association re-
quested Mayor Henry G. Brunner to
close the theatres here on Sunday during
■the Lenten period. A petition with 2,467
signatures was presented by the clergy
to bolster up their request.
Is Only a Ruse
Mayor Brunner took sufficient cogni-
zance of the request to do a bit of inves-
tigating and found that, although the pe-
tion requested specifically that the thea-
tres be closed during Lent, it was in fact
the beginning of a movement to darken
the houses on Sunday throughout the
year.
In his communication refusing the re-
quest of the ministers, Mayor Brunner
*.ook occasion to rebuke those who seek
to discriminate against certain classes of
business. He declared that he believed
in the enforcement of law but not in op-
pression. "Men are not made good by
legal declaration or by official action,"
be stated.
Plans No Change
"Until I get an expression from the
people that will convince me that I am
not carrying their will into effect," the
mayor concluded, "there will be no radi-
cal change in conducting the affairs of
this city."
Interest Now Centers
On National Conclave
Local Associations Have Many Questions to Present
for Consideration at Washington Lower Film
Rentals Will Be Topic of Importance
This week virtually terminates the period for holding state exhibitor
conventions preliminary to the national conclave of the Motion Picture
Theatre Owners of America in Washington, D. C, May 8 to 12.
.Many organization questions, both state and national, await action by
the delegates who will convene at the capital, and for this reason the con-
vention has aroused heightened interest in all quarters.
Hays to Be Target of Attack and Praise
Just what policies will be adopted at the W ashington get-together is
problematical, but some conception of what to expect from the delibera-
tions may be gained from the convention activities in a number of states
during the past few days.
It is certain that Will H. Hays, president of the M. P. P. D. A. will
be the target both of attack and praise. State organizations have dis-
played various dispositions toward Mr. Hays' appointment. A resolution
was adopted by the Illinois exhibitors last week declaring the organiza-
tion "not antagonistic" to the new producer-distributor chief and express-
ing hope that he would '"correct certain evils in the industry."
Rentals to Have Foremost Place in Discussions
Contrasting this open-minded attitude are the scathing words of W.
A. Steffes, president of the Minnesota division of the M. P. T. O. A., who
declared from the floor of the Minnesota convention on April 11, that Mr.
Hays was "the goat" of the producers and that the Minnesota organiza-
tion is going "to smoke him out." Another subject which undoubtedly
will hold a foremost position at the national conclave, judging from action
taken by the state conventions, is that of lower film rentals.
Five state conventions held during the past few days are reported in
the following stories :
Illinois
Although there has been varied specu-
lation as to the attitude of exhibitor
organizations toward the appointment of
Will H. Hays to
the presidency of
the Motion Pic-
ture Producers &
Distributors o f
America, the po-
sition of the Illi-
nois Motion Pic-
ture Theatre
Owners was made
clear at the two-
day convention
held at the Sher-
m a n Hotel in
Chicago on April
4 and 5.
A resolution de-
claring the or-
ganization "not antagonistic" to Mr.
Hays, and expressing the hope that the
new producer-distributor chief might
"correct certain evils in the industry" was
adopted without a dissenting vote.
The convention offered a number of
interesting sidelights, one in particular
being significant in view of the fact that
it marks the passing from official duties
of four men who have been more or less
active in organization circles for a num-
ber of years.
Four Withdraw Names
These four men, Joe Hopp. Louis
Frank, John Silha and J. B. Dibelka.
withdrew their names from the list of
nominees for the board of directors fol-
lowing a protracted discussion on the
general subjects of harmony and coopera-
tion.
Executives of the organization were
W. W. Watts
Not Antagonistic
Say Exhibitors
This resolution was adopted by
the Illinois Motion Picture The-
atre Owners in convention last
week:
RESOLVED, that we are not
antagonistic to Mr. Hays and that
we are looking forward to him to
correct certain evils in the indus-
try. We expect Mr. Hays to give
us a uniform contract which we
have been trying to get for years.
We also ask him to establish a
credit system in lieu of the de-
posit system which is now in force
in the various film exchanges
throughout the country.
40
EXHIBITORS HERALD
April 22, 1922
not elected by the convention, the board
of directors being instructed to name
these officials at an early meeting of that
body. This meeting undoubtedly will be
held within the next two or three weeks.
The exhibitors in attendance expressed
their disapproval of "waste, extravagance
and duplication of expenditure" and urged
the president of the M. P. T. O. A. to
"bring about a more direct connection
between the actual producers and the ex-
hibitor for the good of all elements in the
industry."
Endorse "Movie Chats"
Resolutions adopted endorsed the "Offi-
cial Movie Chats" and denounced "special
campaigns, drives, weeks and other ob-
servances of origin with producers or
distributors and designed to limit pro-
grams to one brand of pictures."
W. W. Watts of Springfield and J. B.
Dibelka of Chicago were chairman and
secretary respectively of the convention.
During the appointment of delegates to
the national convention in Washington,
Mr. Hopp took occasion to appeal for
"unanimity of action among the dele-
gates" who make the trip.
Censures Delegates
"The will of the majority should be
adhered to," declared the former presi-
dent of the state body. "It was not at
Minneapolis. The power of the majority
was usurped by two or three delegates.
These men of whom I speak are not here
today."
Only nine delegates to the national
conclave have been selected thus far.
They are: Leo Bernstein, Julius Lamm,
Joe Hopp, Sam Rabinowitz, S. H. Selig,
Louis Frank, W. W. Watts, John Silha
and C. P. Lamtenschlager.
On the board of directors are: Nathan
Joseph, Ludwig Siegel, George Hopkin-
son, Julius Lamm, Sam Abraham, D. J.
Chrissis, H. Golson, A. Powell, Sid Selig,
H. D. Koffman and Vern Langdon, all
of Chicago; Glen Reynolds of De Kalb,
Dee Robinson of Peoria, W. W. Watts
of Springfield, L. M. Rubens of Joliet,
Ben L. Berve of Rochelle, Charles Lamb
of Rockford, William Pearl of Highland
Park, J. C. Miller of Woodstock, J.
Tabor of Belvidere, Adam Dornbach of
Wheaton, Charles Law of Panna, and
Gus Kerestus of Springfield.
Others in Attendance
Others in attendance at the convention fol-
low: Chicago— R. R. Levy, Revelry theatre; H.
I. utz. Century: Aaron Saperstein, Lincoln; Mor-
ris Hellman. Erie; Michael Siegal, New Home;
Leo Brunhild, Rogers; H. Burns, Shakespeare;
Phillip Frank, New Illinois; Mr. Reingold,
Vision;. M.. A.. Choynski,. Newberry;. Louis
Fichtenberg, Langley; S. Auerbach, New
Strand; Abe Perrautter, Oakley; Nathan Wolf,
Biltmore; Andrew Cuser, Queen; Arthur J.
Haley, Hillside; H. Goldson, Plaza; Frank H.
Siem, Stanley; Ludwig Schindler, Schindler's;
G. Trculich, Bonita; H. V. Meeteren, Rainbow;
Mat Jessclson, Halsted; Geo. Paul, States; M.
Smulckoff, Lyceum; R. J. Delly, Delphy; Ash-
land Photo Play Co., Ashland; William J.
Sweeney, Organizer, 111. Motion Picture Theatre
Owners, Chicago; John Deis, Elms, Elmhurst;
J. F. Dittman, Lindo, Freeport; L. A.
Burnshine, Capitol, Springfield; J. E. Condon,
Star, De Kalb; H. C. Allstein, Majestic, Roch-
elle.
Jacksonville where it will establish an
exchange, a booking office and a supply
house.
Carl Kettler of West Palm Beach is
president of the association which has
fifty-two theatre members.
Florida
(Special to Exhibitors Herald)
DAYTONA, FLA., April 11.— Forty-
seven exhibitors of this state have or-
ganized Independent Producers Associa-
tion for the purpose of protecting "them-
selves against theatre-owning organiza-
tions operating in the South."
The new organization, capitalized at
$10,000, plans to have headquarters at
Missouri
Charles T. Sears
(Special to Exhibitors Herald)
ST. LOUIS, MO., April 11.— Action
marked the semi-annual convention of
the Motion Pic-
t u r e Theatre
Owners of Mis-
souri held at Ho-
tel Statler here
April 5 and 6.
About two hun-
d r e d members
attended the ses-
sions. The gath-
ering was marked
by the absence of
the usual enact-
ment of meaning-
less resolutions.
The executive
committee, on or-
d e r s from the
convention, appointed two special boards
of adjustments to handle complaints in
the St. Louis and Kansas City districts
against high film rentals and non-theatri-
c a 1 competition.
Several exhibi- s
tors cited in-
stances where
they had suffered
loss through un-
f a i r competition
from churches
and schools and
s i m i lar institu-
t i o n s, while it
was pointed out
some exchanges
had sent out cir-
cular letters so-
liciting such trade
to whip the ex-
hibitors into line. ....
Exhibitors wishing to complain either
of high film rentals or non-theatrical
competition were instructed to forward
their complaints to the executive offices
of the state organization, 811 Gloyd
building, Kansas City, Mo. The adjust-
ment committees comprise: Kansas City
district— S. E. Wilhoit, Soringfield, chair-
man; W. P. Cuff, Chillicothe; W. L.
Shelton, Kansas City; Charles T. Sears,
Nevada, and Lawrence Goldman, Kansas
City. St. Louis district— A. C. Norwein,
Bonne Tcrre, chairman; J. R. Pratt, Ful-
ton; Joe Mogler, Harry Koplar and L. C.
Hchl, all of St. Louis.
The convention decided that the mem-
bers should use their screens for the pro-
tection of the industry; to fight hostile
interests and assist friends, but it unani-
mously voted that under no circumstances
should the organization as such engage in
partisan politics.
Avoid Political Friction
It was agreed that the association
should not enter into politics unless con-
fronted by a state-wide issue vitally af-
fecting the industry and that unnecessary
friction with any political element should
be avoided.
Members were urged to ask their con-
gressman and the two Missouri senators
to support the Lambert bill, now pending
before congress, which seeks to repeal
the so-called music tax imposed by the
Authors, Publishers and Composers So-
ciety.
The support of the screens of the state
Lawrence Goldman
were pledged for Children's Sunday
School Week, April 30 to May 6.
Select Convention Delegates
Delegates to the national convention
will include: Charles T. Sears, Law-
rence Goldman, Ben Levy, Joplin; Frank
Newman, Kansas City; Samuel Harding,
Kansas City; Joseph Pratt, Fulton; A% C.
Norwein, Bonne Terre; S. E. Wilhoit.
Springfield; C. R. Wilson, Liberty, Mo.;
I. W. Rodgers, Poplar. Bluff; W. P. Cuff.
Chillicothe; Spyros Skouras, Joe Mogler,
Harry Koplar, Hector Pasmezoglu, Mike
Nash, John Karzin, William Goldman,
Joseph Walsh, A. Pappas and Fred
Wehrenberg, all of St. Louis.
Wednesday night Attorney General
Jesse W. Barrett of Missouri was the
principal speaker and tonstmaster. In
vigorous terms he expressed his views
against state censorship or national su-
pervision by the government of the
screen, but he warned the motion picture
men that it is their duty to see that the
screen is kept clean and accomplishes
those things for the betterment of society
within its power.
Cooperate With Board
Other speakers at the banquet included:
Circuit Attorney Howard Sidener, Cir-
cuit Clerk Nat Goldstein, Prosecuting At-
torney Ernest Oakley, E. J. Sullivan,
manager Orpheum theatre, Joe Mogler,
Fred Wehrenberg, George McKean, St.
Louis manager for Fox, and Edward j
Smith, manager of the American theatre.
Secretary Goldman announced at the
close of the convention that an agreement
had been reached with the Kansas City
Film Board of Trade whereby a griev-
ance committee composed of three ex-
hibitors and three exchange men will
decide all grievances in that district. The
credit reference system and dark house
policy will be abandoned, he said. He
said an effort is being made to obtain a
similar arrangement with the F. I. L. M.
Club of Sv. Louis.
The state organization plans to cooper-
ate closely with the Anti-Blue Law
League of America which will hold its
annual convention in St. Louis June 22
to 25. F. C. Dailey, national executive
secretary of the league, held several con-
ferences with President Sears and Secre-
tary Goldman during the exhibitors con-
vention.
^Wisconsin
(Special to Exhibitors Herald)
MILWAUKEE, WIS., April ii.-Offi-!
cials of the Motion Picture Theatre Own-,
ers of Wisconsin have been advised of a
general concur
rence by otheil
exhibitor organ*
z a t i o n s in tin
Wisconsin resolu
lion "for r e 1 i e i
against exorbitan
film rentals."
The Wisconsii
resolution make
"a demand upoi
the stars particu
larly, the produc
ers, directors am.
distributors t<
voluntarily reduo
their salaries an«
demands for remuneration to the exten
that film rentals can and will be cut 4'
per cent from 19:20 prices."
Further, the resolution warns that un
less relief is granted "we shall with pitil
less publicity lay our case before the tri
Joseph G. Rhode
\pril 22, 1922
EXHIBITORS HERALD
41
mnal of public opinion and shall do our
■est to enlist the cooperation and support
f our patrons in supporting only those
.ho show a disposition to cooperate with
s in our efforts to keep open our theatres
nc! to bring the price of screen entertain-
lent within reach of our patrons at a
ime when they need the diversion the
creen affords and which they now find it
■j difficult to benefit by owing to the gen-
.al depression and high prices of enter-
ainment."
Word has been received here that both
ie Missouri and Illinois state organiza-
ons at their conventions last week con-
urred in the resolution. Copies of the
esolution have been placed on file at the
ational headquarters.
West Va.
F. C. Smoot
(Special to Exhibitors Herald)
PARKERSBURG, W. VA,. April 11.—
'he second annual convention of the
lotion Picture Theatre Owners of West
Virginia was held
here today at the
Chancellor Hotel,
the single session
which was fol-
lowed by a
banquet in the
evening being
featured by a rep-
resentative atten-
dance of exhibi-
tors and addresses
by Sydney S.
Cohen, president,
Sam Bullock,
secretary and M.
J. O 'T o o 1 e,
chairman of the
'ublic Service Commission of the Motion
'icture Theatre Owners of America.
Outlines Year's Work
Telegrams of greetings were read from
Tnited States Senator Howard Suther-
ind and a long list of motion picture
!tars. President F. C. Smoot of Parkers-
urg outlined the activities of the past
ear, prominent among them being the
efeat cf the censorship bill and one pro-
osing a 10 per cent tax on admissions.
i the state legislature. He emphasized
ie need of bringing the state organi-
ation up to a 100 per cent basis and of
erfecting methods for a better financing
f it.
. Steps for uplifting the moral tone of
ictures were touched upon and recom-
lended, after the report of the treasurer,
I. H. Robey, of Spencer, was submitted
howing the finances of the body to be in
5und shape.
Take Rap at Carnivals
C. E. Typton of Huntington, discussed
ie "carnival menace" calling attention
) a state law which is not being en-
)rced by which a license of $10 a day
~>r each attraction, which, if enforced,
ould have the effect of keeping this kind
f shows out of the state. It was de-
lded to take steps to have this law pu>
Uo effect.
Mr. Cohen's talk concerned among
ther things the falling off of admissions,
s shown by the federal tax bureau re-
urns for February, 1922. which totalled
5,867,000 as against $7,802,000 for Feb-
ruary, 1921, and which he said indicated
decrease of at least 10,000,000 in pa-
onage and with the need for intensive
rganization to combate the tendency to
vertax the exhibiting business. His ad-
ress covered all the current problems of
he exhibitor.
After an enjoyable banquet this eve-
ning at which C. S. Smoot of Smoot
amusement Company presided as toast-
master, the exhibitors in a body saw
Richard Barthelmess in "Tol'able David"
at the Lincoln theatre.
Officers elected were: President C. E.
Typton, Huntington, secretary, C. G.
Becker, Charleston; treasurer, H. H.
Robey, Spencer. Four vice presidents
are to be appointed later by the presi-
dent.
(S fecial to Exhibitors Herald)
MINNEAPOLIS, MINN., April 11.
— One hundred Northwest exhibitors
cheered W. A. Steffes, president of the
Minnesota division of the Motion Picture
Theatre Owners of America, following a
fiery address in which he scored the pro-
ducers and declared Will H. Hays "their
goat" at an enormous salary which the
exhibitors will pay unless they fight for
reduction of exorbitant film rentals.
President Steffes' address was the fea-
ture of the second day of the state ex-
hibitors' convention and his thoughts
seemed to meet with the hearty accord of
the exhibitors. Highlights of his address
were:
Pictures Drab Conditions
"Under the present inequitable arrange-
ment we find in the motion picture indus-
try, we no longer expect fair and reason-
able returns on our investments. In
Minnesota since our last convention, 125
theatres have been forced to close, many
of them permanently.
"During the war and since, the produc-
ers and distributors conceived the bril-
liant idea of securing Will H. Hays as
their goat at an enormous salary, which
you and I will pay, and don't kid your-
self; we have to pay our share and then
some with the assistance of the public, if
the public will fall, but we know that
the public is not going to fall, or if we
have any doubts as to such a question all
we have to do is refer to our box office
statements."
Scores the Producers
Declaring many theatre owners face
bankruptcy because of the present chaotic
condition and again scoring the produc-
ers, Steffes said: "What do they care?
They sat at their desks in New York —
that is, they visited their "offices once or
twice a week — and dictated in their auto-
cratic way a policy which means ruina-
tion unless something is done and done
immediately."
Hinting that exhibitors may find it
necessary to produce their own pictures
in order to be assured a fair and reason-
able price Steffes said: "The reduction
in film rentals is our biggest task and we
must accept it as such. Maybe it will be
necessary for us to produce our own pic-
tures. If so, let's get started at once.
Let's show them that the Minnesota or-
ganization can do something and means
business."
The recent appointment of R. C. Seery
as district manager of First National in
this territory was characterized by Steffes
as: "A positive insult to exhibitors in this
territory."
To "Smoke Hays Out"
One of the important features of to-
morrow's convention session, he an-
nounced, will be the appointment of a
committee which will draft a series of
questions which will be forwarded to Mr.
Hays. He said: "We are going to smoke
him out so the public will know just what
his attitude toward us and the rest of the
industry really is."
Referring to references made about pos-
sibilities of exhibitors entering the pro-
duction field, Mr. Steffes said: "The Min-
nesota organization hopes to create
enough sentiment at the national conven-
tion to effect some production organiza-
tion."
This morning's session was devoted to
short talks by both exhibitors and ex-
change men. It was a love feast in which
both told of the others shortcomings and
agreed to bury the hatchet and enter into
an era of cooperation. Theodore Hayes,
vice-president, told of the marked im-
provement in conditions with reference to
this phase of the business. Election of
officers, appointment of delegates and
adoption of resolutions is scheduled for
tomorrow.
West Pa.
(Special to Exhibitors Herald)
PITTSBURGH, PA., April 11.— About
:JO0 persons attended the banquet tonight in
the English room of the Fort Pitt hotel
of the Motion
Picture Theatre
Owners of West-
e r n Pennsylva-
nia. Henry W.
Gauding was the
toastmaster. The
speakers were
Jerome Casper,
D. A. Harris,
Joseph N. Mack-
rell, State Sena-
tor Frederick W.
Service, Assem-
blyman Joseph C.
Marcus, M. J.
O'Toole of Scran-
ton and Mayor
Dennis Harris
William Magee of Pittsburgh.
The latter extended to the member.,
the freedom of the city and paid a lofty
tribute to the motion picture theatre
owners of the city and state.
Mr. O'Toole spoke of the public serv-
ice that the motion picture man could
perform in co-operation with state offi-
cials and emphasized the fact that if
the schools could be close to the motion
picture that there would be n ore bene-
fit to both. He portrayed the teaching
of lessons by means of visual demonstra-
tion on the film and stated that such a
method would increase the efficiency of
the school children of the state.
Ohio President Attends
The business session opened at 2
o'clock with H. W. Gauding presiding.
The first speaker was M. G. Smith, pres-
ident of the Motion Picture Theatre
Owners of Ohio, who brought the greet-
ings of the Buckeye state exhibitors.
Mr. O'Toole followed with a brief
resume of the fight before congress in
getting the 5 per cent tax on films re-
moved and stated that the motion pic-
ture people of West Virginia were re-
sponsible for getting Senator Sutherland
of that state to cast the deciding vote
in the committee.
President Cohen Talks
President Sydney S. Cohen of the M.
P. T. O. A., devoted most of his address
to the organization's Public Service De-
partment. Further, he stressed the im-
portance of a representative attendance
at the national convention in May.
Among those active at the convention
were: President Casper, Dennis Harris,
director of the board of governers; Sec-
retary Fred J. Herrington and others.
42
EXHIBITORS HERALD
April 22, 1922
(Jttferitwni
HARRy TURBERC
& MEYER
0n« ^10
SILVER
Supreme
Photoplays
PALACE
Mentation <
A" Open Letter to
March 31.1922.
fold S°"e °°"ej''<"'
of an extra .♦ *hlblt0r8 Her*?* 1 «et any BorTf TVe as due
\pril 22. 1922
EXHIBITORS HERALD 43
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of April 22
Stories Told
by
the Camera
Received by the president. D. W. Griffith (right),
producer of "Orphan! of the Storm," Lillian and
Dorothy Gish and Robert Long on the steps of
the White House after an audience at the execu-
tive mansion with President Harding. Mr. Long
is resident manager of the Rialto theatre at the
capital. •
But you should see her opponent. Took the
count without batting an eye. Outside of one
ruined optic. May McAvoy, clever young star in
Paramount pictures, looks none the worse off for
having gone a few fast rounds. Her latest picture
is "Through a Glass Window."
Back to kid days. Alice Lake,
appearing in Edwin Carewe's
"I Am the Law," which Affili-
ated Distributors, Inc., will
handle, has a heap o' fun
with a snowman of her own
creation.
Not the latest model, by any means, but satisfactory to meet
all requirements of Vitagraph's freckled player, Richard
"Mickey" Daniels," who appears in "My Wild Irish Rose."
Anita Stewart and her company on location for "Rose o' the
Sea" in a canyon near Hollywood. Left to right, front row:
Rudolph Cameron, Miss Stewart, Director Fred Niblo, Dal
Clawson and Gordon Jennings, cameramen, R. H. McCray,
Doran Cox, assistant director, and two husky, smiling "grips."
First National will distribute the picture.
44
EXHIBITORS HERALD
April 22, 1922
Thirty-two foot Bombarde pipes
being voiced in the open just out-
side of Robert-Morton organ fac-
tory at Van Nuys, Cal.
Estelle Taylor has been selected to play the "1922 Vamp" in the Fox produc-
tion of "A Fool There Was." Miss Taylor, a brunette beauty, was chosen
from among fifty actresses for the role. Emmett J. Flynn will direct. Others
in the cast are Lewis Stone, Marjorie Daw, Mahlon Hamilton, Wallace Mc-
Donald and William V. Mong.
Famous Players-Lasky's new exchange at St. Louis
indicates the permanency of the film buildings being
erected in all territories.
Electricians at Universal City are as temperamental
as stars. They "gotta" have music with their meals.
They have rigged up a loud speaking wireless re-
ceiver in "U" cafeteria.
Special advertising stunt was arranged by the Capitol the-
atre at Superior, Wis., to exploit First National's "Tol'able
David," starring Richard Barthelmess. The CapUol stunt is
described in "The Theatre" department of the "Herald.
Vpril 22, 1922 EXHIBITORS HERALD
45
Dorothy Mackaill it
star in Syracuse Mo-
tion Pictures Company
films which Producers
Security distributes.
Garden time. Gladys
Walton, star in Uni-
versale "Second Hand
Rose," is master of the
shovel.
Newest photograph of
Claire Windsor, seen
in John M. Stahl-First
National picture, "One
Clear Call."
Frank Urson has just
been signed by Mar-
shall Neilan to direct
his next picture, "Her
Man."
One hundred and twenty-six exhibitors, exchange men, press repre-
sentatives and public officials attended luncheon tendered by Illinois the-
atre owners during their convention held last week at the Sherman
hotel. Photograph by Kaufmann & Fabry Co.
Getting in trim. Douglas Fairbanks puts his recently appointed Far
Eastern representatives through daily athletic exercises to get them in
shape for their duties. In the picture are: Howard A. Boyle, sales
manager for the Far East; the producer-star, and Seymour Hiiliard
Pierson, general manager of the United Artists' Tokio office.
Louis Victor Eytinge, "lifer" in Arizona
prison, examining Universal's screen
version of his story "The Man Under
Cover." Eytinge recently contributed an
article to the "Herald."
46
EXHIBITORS HERALD
April 22, 1922
Max Graf, supervising director of
Graf Productions, San Francisco,
signs Milton Sills to star in "The
Modern Madonna."
Harry Cohn, who is producing
new Sunbeam comedies starring
Billy West for distribution by C.
B. C. Films Sales Corporation.
Edward Dillon, who is making
four Dillon specials for Genius
Film Productions, Inc. The first
is nearing completion.
Hunting jack rabbits from a blimp has
its thrills, according to Marshall Neilan,
producer of "Fools First" for Associated
First National Pictures. His next pro-
duction will be "Her Man."
Harry Myers, star in
the Universal serial,
"The Adventures of
Robinson Crusoe." It
is in twelve episodes.
Little Miriam Battiste is convalescing
following an automobile accident In
which she was severely injured. She
plays in Norma Talmadge's "Smilin'
Through," a First National picture.
Thomas Meighan, star in Paramount productions, ex-
plains intricacies of a studio prop kit to the national
officers of the Daughters of the American Revolution.
Picture taken at the Lasky studio.
In the picture, left to right: Myrtle Lind, Louis Bur-
ston, who is the producer of "Forget Me Not," and
Bessie Love. Somebody's just told a story, but which
nne ?
\pril 22. 1922
EXHIBITORS HERALD
47
• » *
Will Rogers, star of
Goldwyn s "A Poor Re-
lation," has his hands
full with "Rip" and
"Patch."
Two striking photographs of Nazimova, whose
forthcoming production, "Salome," may be road-
showed, according to Charles Bryant, director of
the feature. The picture was made under the per-
sonal supervision of the star.
"Connecticut Yankee" holds
'em out at Parkway. Details
,n "The Theatre" depart-
ment.
Two thousand five hundred society folk from Miami and Palm Beach and members
of the motion picture industry attended the opening Cinema Ball at the Miami
s' 'dio in Florida. Motion pictures of the event were taken.
48
EXHIBITORS HERALD
April 22, 1922
JOHN LOWELL RUSSELL, producer
and actor, of Gloversville, N. Y., and
the world at large, declares a demand for
personal appearances with a picture is
to some extent a compliment, but asking
a man to do ten of these stunts in one
day is rather going some. But that's what
they did with Mr. Russell last Sunday.
And he did 'em.
Mr. Russell is producer and star of
"Ten Nights in a Bar Room" and has
been making personal appearances
throughout the country. Recently Sydney
S. Cohen, president of the M. P. T. O. A.,
who also owns several picture theatres
in the Bronx, decided to try collective
buying and collective advertising. He
gathered with him in the deal sufficient
other exhibitors to bring ten theatres into
the combination, and all the ten bought
"Ten Nights in a Bar Room" for day
and date showing, beginning Sunday.
Also the ten theatres got together and
purchased large space in the leading
Bronx paper, the ads naming all the
houses where the picture was to be
shown.
Then as an added attraction they asked
Mr. Russell to make personal appear-
ances with the picture and he consented,
not realizing that it meant appearing at
each of the ten houses. However, he
went through with it, remarking after-
wards:
"I've heard of men leading dual lives
and I've heard of dual personalities, but
to do that stunt again I would want one
more life than a cat is credited with. A
man really ought to be built like a centi-
pede to try more than three personal ap-
pearances in one day. However, the
packed house at each theatre gave me in-
spiration and strength for the next."
* * *
Joe Weil postcards us from Kansas
City that he is leaving there for Dallas,
thusly :
"Leaving here for Dallas. Dallas is in
Texas. Texas is near Mexico. Mexico
never heard of Volstead. Well and get-
ting happier."
So you can draw your own conclusions.
Merritt Crawford startled the natives
at the A. M. P. A. dinner last week by
appearing there with his face freshly
manicured, and the foliage which has
parked so long on his upper lip, con-
spicuous by its absence. Some mean
publicity hound twitted Merritt with
having negotiated a business deal with
Ostermoor.
* * *
And speaking of Merritt Crawford,
everyone is trying to pronounce the name
of the latest addition to the staff of his
Screen Bulletin Service. Not really every-
one, but everyone who has encountered
the name. It is spelled F-e-u-i-l-l-e — first
name Gerald. As near as we can get it
from where we sit it is pronounced
"Fuh-yih," but many call him "Foyay"
or "Fuel." We pass and will try to get
well enough acquainted with him to call
him Gerald although that lias its draw-
backs.
* * *
Frank LOOMIS, formerly of Vitagraph,
has joined the Tilford Cinema Company's
organization as casting director. He will
also act as business manager of William
Nigh's new producing organization. His
engagement is in line with the Tilford
policy of eliminating all commissions on
work done by them, and all actors en-
gaged will have no agents' fees deducted
from salaries.
* * *
Harry Rapf was tendered a farewell
dinner last week prior to his departure
for Warner Brothers' west coast studios.
During the evening he borrowed a beau-
tifully chased gold pen from Eddie
Bonns, who had received 't as a birthday
present some time before. Absentmind-
edly Mr. Rapf put the pen in his pocket,
but during the wee small hours into
which the dinner extended, discovered
he still had it. Standing up he extended
the pen across the table to Mr. Bonns.
Arising carefully, Eddie accepted the pen
with a bow, and with well chosen words
— they're always that — thanked all pres-
ent for the token of esteem, etc., etc.
Later he discovered it was his own pen.
* * *
Following a dinner last week of the
Izaak Walton League of America, a dele-
gation of leading sportsmen headed by
the famous bass fisherman, Robert H.
Davis, visited the Capitol theatre to see
the "Goose Safari" picture produced by
Eltinge F. Warner, publisher of Field &
Stream magazine. Later the delegation
called on S. L. Rothafel and conferred
on him the title of "champion screen fish-
erman."
* * *
Sam E. Morris was the guest of honor
last Saturday evening at a testimonial
dinner given him at "La Maisonette" by
his many friends within and without the
Selznick organization. The piece de re-
sistance was beefsteak with an anti- Vol-
stead flavor and those who were there
assert without fear of controversion that
it was some beefsteak and some dinner.
The occasion was intended as a proper
sendoff on the eve of Mr. Morris' de-
parture for London, and it was.
* * *
Many persons in the industry were re-
cipients last week of a neat little card,
upon which, printed in blue, was the fol-
lowing:
"Ps-s-s-t. It's a boy. Lowell Dutton
Parsons. Born, April 1, 1022." The card
also bore the names of P. Allen Parsons
and Charle Besse Parsons, and the ad-
dress, 38 Lawrence Avenue, West
Orange, N. J.
And that explains why P. A.'s chest
expands to the extent of threatening the
upper buttons on his weskil.
Clarence Schottenfels, well known in
the industry, has joined the forces of
Craftsman, and will act as outside man
for its art and title business. He assumed
the new position on April 10.
* * *
Lotus Gardy says far be it from him
to criticise his boss but he can't quite
see the advisability of booking "The
Rainmaker" into the Rivoli for this sea-
son. Gardv doesn't like to write nice
things on a subject of that kind when
A scene from "Why Not Marry," a Na-
tional Exchanges, Inc., picture, with
Margery Wilson in the leading role,
April showers are not only threatening,
but making good on the threat with daily
regularity.
* * *
Paul Perez, the ubiquitous Universal
hired man, has been elected president of
the Motion Picture Base Ball League,
which this season is expected to be made
up of six teams, instead of eight which
comprised it last year. In speaking of the
change from eight to six clubs, Perez
says: "We are ambitious and are expand-
ing. We couldn't expand forwards, so
we're expanding backwards."
Arthur Brilant says the motion pic-
ture business is surely going to the dogs,
basing his observations on the failure of
producers to recognize talent. In spite
of his wonderful characterization of a
certain producer in Bill Yearsley's film
production, Carl Laemmlc has not yet
tried to tempt Brilant with a fabulous
salary to star in pictures.
John S. Spargo.
Philadelphia Theatre
Interest Is Acquired
By Stanley Company
(Special to Exhibitors Herald)
PHILADELPHIA, PA., April 11.-
The l'laza theatre, one of the largest and
most elaborate motion picture houses in
South Philadelphia, has been acquired for
the Stanley Company of America through
the purchase by President Jules E. Mast-
baum of the interest of Edmund J. Bam-
berger. Morris Spier will retain his in-
terest in the enterprise.
The present policy of exclusive photo-
play showings will be continued with the
added feature that lirst-run pictures and
short subjects will be furnished by the
Stanley Booking Company.
The Plaza theatre, which today has an
estimated value of $200,000, was com-
pleted and opened in 1913. Its seating ca-
pacity is 1,600. Mr. Mastbaum has an-
nounced that extensive improvements will
be made in the playhouse.
\pril 22, 1922
EXHIBITORS HERALD
49
Will Observe 200th
"Orphans" Showing
(Special to Exhibitors Herald)
NEW YORK, April 11.— Plans
are being made to observe the
200th performance of D. W. Grif-
fith's "Orphans of the Storm" at
the Apollo theatre, New York city,
on April 13, with the presence of
Mr. Griffith and the principals of
the cast, including Lillian and Dor-
othy Gish.
The popularity of "Orphans of
the Storm" continues unabated, it
is said.
fote to Aid Ince in
"Leech" Film Fight
b. 0. C. C. to Investigate
Complaints; May Bar
Pictures
(Special to Exhibitors Herald)
NEW YORK, April 11— Thomas H.
'nee, in his fight on "leech" pictures,
»-hich he declares are a detriment to the
:est interests of the industry, has a
trong ally in the Theatre Owners Cham-
ber of Commerce in New York City.
Appoints Committee
Mr. Ince defines "leech" pictures as
hose which are resurrected in order to
apitalize on the popularity of new pro-
uctions of like titles.
The T. O. C. C. voted to appoint a
omrrtittee to regulate the distribution of
uch pictures. All complaints will be
onsidered by this committee and when
t is found that such complaints are jus-
ified an order will be issued to prohibit
he 700 theatre members of the organiza-
ion from presenting the picture, or pic-
ures, in question.
Is Constructive Step
Members attending the meeting agreed
hat passage of this resolution was a con-
tructive achievement and would encour-
ige the producers to make bigger and
>etter pictures without fear of dangerous
.nd unfair competition.
Rothacker Returns to
Plant After Vacation
(Special to Exhibitors Herald)
LOS ANGELES, April 11.— Watter-
■on R. Rothacker has returned to the
Rothacker Aller laboratory after a few
veeks vacation at Coronada and Tia
uana.
Supervises "U" Units
(Special to Exhibitors Herald)
LOS ANGELES, April 11.— Arthur
■Vesnada, former cashier at Universal,
las been made production manager of
everal units at Universal City.
Elaborate Press Books Are
Money Wasted, Says Cohen
Exhibitor Would Give News and Trade Papers Share
Of This Expenditure — Urges Ad Campaigns to
Aid Second, Third and Fourth Runs
(Special to Exhibtors Herald)
NEW YORK, April 11. — "Quit wasting money getting- out elaborate
and expensive press books, and spend this money where it will do the
exhibitor some good,'' advised Sydney S. Cohen, president of the M. P.
T. O. A., to the members of the Associated Motion Picture Advertisers
at their luncheon last week. The announcement that Mr. Cohen would
be the speaker brought out almost a record attendance.
Gorgeous and costly press books, said Mr. Cohen, cause the ex-
penditures of a vast sum of money to no purpose. Press books have
a value in the material contained, and not in the elaborateness of the
book, he asserted. The money that is spent in this manner should be
spent in the trade papers and in the newspapers of the country, he as-
serted, if the producers were really trying to be of help to the exhibitor.
Protests Short-Lived Advertising Campaigns
Another point made by Mr. Cohen was that the producers now use
the advertising mediums largely for "announcement purposes," which
indicates that they fail to see beyond the first run exhibitor. He pointed
out that second, third, fourth and even fifth run exhibitors are quite im-
portant in the distribution of pictures, and advocated that these be taken
into consideration in planning advertising campaigns.
Advertising in national magazines was
censured by Mr. Cohen as being of little
or no benefit to the exhibitor, and was
simply another illustration of short-
sighted policy which resulted in the waste
of large sums of money that could be
diverted to channels where the exhibitor
would be benefited.
Help Means Returns
"And if the exhibitor is making money,"
said Mr. Cohen, "the producers and dis-
tributors will make money. He has to
get it from the public and pass it along
to you. If he doesn't get it he can't pass
it along. And the more you help him get
the more he will pass along and the more
cheerfully he will pass it along."
Trade papers came in for their share
of censure as well as praise from Mr.
Cohen. He argued that they all pay too
much" attention to the politics of the in-
dustry and that this was not the function
of a trade paper.
Stresses Cooperative Need
The need of harmony and cooperation
in the industry was strongly stressed.
After pointing out that his organization,
from the time of its inception, had found
it necessary to fight for the rights of the
exhibitors he stated that it was now
strong enough to uphold its rights and
predicted close cooperation with the
other branches of the industry.
"The time is coming." said he, "when
the various branches of the industry will
sit on opposite sides of the table and
thresh out all differences."
nounced by the commissioner of internal
revenue, totaled $5,687,256. In January,
the tax totaled $6,453,483.
During February, the bureau received
$374,208 from the film tax. which was
repealed, effective January 1, 1922, these
receipts being on business transacted
prior to that date. Collections from the
special theatre tax amounted to $18,241.
Taxes on Admissions
Hit Five Million Mark
(W ashington Bureau, Exhibitors Herald)
WASHINGTON, D. C, April 11.—
Admission taxes for February, just an-
Exhibitor Stages Free
Show for Residents of
City Hit by Big Flood
(Special to Exhibitors Herald)
BURLINGTON", KAN.. April 11.—
Here's an exhibitor that deserves a croix
de guerre.
With Burlington, Kan., stricken from
the disasters of a great flood last week,
J. T. Xewcomb did not discontinue to
operate his Newks theatre, but hastily
affected a tie-up with the local newspaper
and arranged for beneficial performances
for distracted citizens. The newspaper
furnished the advertising, Mr. Xewcomb
the show.
It would be a difficult task to convince
Burlington citizens that horns sprout
from the head of an exhibitor.
Plays Host to
Orphaned Children
(Special to Exhibitors Herald)
RICHMOND. IND., April 11. — The
Richmond Rotary Club entertained fifty-
three orphans from the Wernle Home
at the Murrette theatre with the assist-
ance of Frank Holland of the Murrette
and Murray theatres. The orphans were
shown a Jackie Coogan film, which they
thoroughly appreciated.
THEFT
The business of reforming is akin to that of thieving. The reformer is endeavoring to
rob the public and the exhibitors of their individual liberty. Theatre owners and man-
agers should protect their inalienable rights by showing PUBLIC RIGHTS LEAGUE propaganda slides.
A set of these slides will be sent gratis upon application by exhibitors.
50
EXHIBITORS HERALD
April 22, 1922
A mencan,
Draw
Not British, Films
England
in
Government Report Says Block Booking Partly Responsible
for Slump in Attendance
AMERICAN producers and exploiters need feel no apprehension about
their wares being shelved in England so long as present conditions
prevail. One paragraph in a report from Wilfred G. Eyre, clerk,
American consulate general, London, tells the story. With reference to
the reported slump in attendance at the theatres in the United Kingdom,
the consulate summary reads:
block booking, according to the report.
The consulate quotes Arthur Weigall,
whose article, "Why Cinemas Are
Empty," was published in the London
Daily Mail. The article, which was in
the form of an open letter to British ex-
hibitors, said:
kk\/T OREOVER- the British films
which have been shown to date
are inferior to the good American pro-
ductions. And the patriotism which
prompts the exhibitors to show British
films is not responded to by the public
who are willing to pay provided they get
their money's worth in amusement."
That attendance has not suffered where
good American productions are presented
is evidenced in the consulate's summary
on two specific features.
* * *
"The British public have not lost their
taste for film plays. 'Way Down East'
was produced in London on September 5
at the Empire theatre, one of the largest
and best known music halls in London,
and has only just concluded its run. 'The
Kid' draws large audiences wherever it is
shown, and during its exhibition at the
Royal Opera House, Covent Garden,
there was scarcely an empty seat in the
theatre.
"On the other hand, at a small cinema
theatre where a British film adaptation of
Ibsen's 'Pillars of Society' was being
shown the audience did not half fill the
theatre."
Another factor which has been partly
responsible for the attendance slump is
"You are paying the price now of your
block booking and blind booking of pic-
tures you have neither seen nor read
about, whether British or American, and
which will often not be shown until the
passage of months or years has made
them almost out of date."
The consulate survey has shown that
in a number of instances films have sup-
planted other attractions at variety and
dramatic houses, a condition much in evi-
dence in America.
"The Empire and the Palace, the two
best known variety houses in London,
have both had to resort to the cinema in
order to keep their doors open," says the
report. "The London Opera House,
opened by Oscar Hammerstein in 1912,
failed in turn as an opera house and a
music hall, and is now doing good busi-
ness as a cinema."
New regulations relating to censorship
have been issued only recently by the
MONEY MA
Which Have Been
Exhibitors to Build
By P. G. HELD
(Sterling theatre, Fairmont, Neb.)
It is easy for me to put over
a good picture because I do
not tell them it is a real good|
picture unless I am sure of it.
If I play a big special and
know it is good. I always back
it with my personal guarantee:
"If after you have seen this
picture, you think you did not
get your money's worth, come
to the box office and get your
money back."
KING IDEAS
Used Successfully by
Up Their Patronage
The result is always a good
turnout.
By J. WILLIAMS
(Cozy theatre, Checotah, Okla.)
I have not made enough to
retire from business but I have
never lost any money and I
lay my success to running
good pictures and not over-
charging. Also, never fight
any public affair but always
be one of them.
Do not be afraid to spend a
little money in their behalf.
My house is always open to
public gatherings.
London county council. One of the most
important of these reads:
"After July 1, 1922, no person under
the age of 16, unless accompanied by a
parent or bona fide guardian, shall be
present at any theatre where films passed
by the board for 'public' or 'adult,' but
not for 'universal' exhibition are shown."
Films are divided into two classes by
the censors, the "A" class being those pic-
tures suitable for adults, and the "U"
class, those suitable for universal pre-
sentation.
Black Retains His
Control of Houses
Sale of Interest by Spitz
Effects No Important
Ownership Change
Complete announcement of the details
of the sale by A. A. Spitz of his interest
in a group of the Black New England
theatres disproves the recent rumor that
Adolph Zukor had obtained the con-
trolling interest in the Black chain of
houses.
Affects Only Four Theatres
A. A. Spitz of Providence, it is stated,
was interested in only four theatres con-
trolled by Black and Spitz Theatres, Inc.,
namely: Pawtucket, Woonsocket and
Arctic, R. I., and Taunton, Mass.
Mr. Spitz's interest was sold to Fam-
ous Players Lasky Corporation, which, it
is declared, retained one-half and sold
the other half to Alfred S. Black and his
brother, John A. Black, so that the rela-
tive ownership of Famous Players in the
Black New England theatres and its sub-
sidiaries remains the same as originally.
Calls Dissension Talk "Rot"
Alfred S. Black, president of the Black
New England Theatres, commenting on
reports printed in the Herald at the time
the deal was consummated, declares that
"reference to internal dissension, Mr.
Spitz offering stock first to one interest
and then the other, is nothing more or
less than pure rot."
Mary, Doug, and Jack
To Launch Productions
Shortly at Coast Plant
(Special to Exhibitors Herald)
LOS ANGELES, April 11.— A cloud-
burst of production activity seems immi-
nent at the new Pickford-Fairbanks
studio. Douglas Fairbanks is preparing
to start shooting shortly on "The Spirit
of Chivalry." Mary Pickford is to ap-
pear in a revival of her story of "Tcss of
the Storm Country." She will start pro-
duction in about two weeks.
A special story by the author of "The
Mark of Zorro," Johnston McCully, his
been obtained for Jack Pickford. The
title is unannounced.
EXPLOITATION
Reformers, through the enactment of their intolerant legislation,
have made people forget the principles upon which the American
government is founded. To revive the spirit of freedom in this country, these principles must be exploited.
Showing of the PUBLIC RIGHTS LEAGUE propaganda slides, supplied gratis to exhibitors, is a part of
this exploitation campaign.
THE THEATRE
^PRACTICAL-
Advertises by Affidavit
A FFI DAVIT advertising is intro-
duced by Roy T. McMinn, Capitol
theatre, Superior, Wis., in the accom-
panying important contribution to
the widely discussed "honest adver-
tising" series which has unfolded it-
self on this page in recent issues of
the Herald.
Mr. McMinn writes:
THEATRE EDITOR,
"Exhibitors Herald."
Dear Sir:
Enclosed find photograph and newspaper
clippings showing campaign on "Tol'able
David," also a cut which was used in one of
the ads. This brought such great results
that we wish to pass it along to others.
The affidavit idea was taken from the
First National press book on the attraction.
The photograph was taken Sunday night,
showing crowd waiting for seats. The ad-
vertisement taken from this cut was used in
Monday's paper. The picture ran six days,
five days to tremendous business.
Trusting this will be of value to you,
Yours very truly,
ROY McMINN.
The affidavit cut is shown on this page,
the advertisement in which it appeared
upon the page following. The photograph
showing the crowd in front of the theatre
is reproduced in the "Pictorial Section."
gfitbatnt:
C??t*t^+**solemnly and
truly aeclare that no picture I have shown
this year has had —
— the dramatic suspense or vivid
reality of the fight in "Tol'able David."
— the true, lovable humanness of this
story of a boy who wanted to be a man
and got an opportunity of proving him-
self.
— the sweetness of appeal that is in the
mother-love of a mountain-mother for
this boy.
— the remarkable characterizations, the
%\\\'grTA',nbe magnetic force which >adiates
4<\yVV ^ ffwdfipfto reel of this splendid picture.
CO]
/* recite $1 i ( r dtiH sdran
e4nn% affirm thai in my op-inion,
$)a%d" ranks -with the three
of this ■ ^
(notary) w7rta^A'#ty?>?'
MR. McMIXX, whose excellent theatre
record is familiar to readers of this
department, adds a natural unit to the nor-
mally developed series which began with
publication in this space, February 4 issue, of "A
Showman's Word of Honor." the story of Dwight
Baker's publicly given pledge to citizens of Ot-
tumwa, la., which drew business to the Circle the-
atre from the then strike-torn city.
The second of this series was "An Honest Ex-
hibitor," published in the issue of March 4, in
which W. M. Hay and W. L. Nicholas, of the Strand
at Fairmont, Minn., expressed surprise that Mr.
Baker's frankness should seem to be considered
unusual and sponsored republication of newspaper
advertising used by them to tell the public that a
certain attraction was below standard.
The third unit, published in the April 1 issue,
was headed "Reviews Pictures for Patrons." It set
forth details of the program review service estab-
lished by Fred S. Meyer, Palace theatre, Hamilton,
THE ORIGINAL cut, not a copy of it, used by Roy McMinn,
Capitol theatre, Superior, Wis., in his newspaper advertising
on "Tol'able David." It is a reproduction of his affidavit, a com-
plete discussion of which appears herewith.
O., a service in which he gives frankly his well
respected personal opinion sof pictures listed.
ALL combine to emphasize the sterling business
character of the men who have the direction of
the national motion picture theatre in hand, the
leading showmen of a progressive commercial
period. All members of the industry are vitally
concerned in this connection.
It is not necessary to eulogize Mr. McMinn or
those working along similar lines to a common goal.
Their work pays them handsome tribute. Space
may be utilized more purposefully, perhaps, in urg-
ing those who are not working zealously toward
this end, the establishment of reader credit for
motion picture advertising, to give eye to the record
made and shape their courses accordingly.
52
EXHIBITORS HERALD
April 22, 1922
i
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
I am enclosing herewith a photo of our
lobby on "Moran of the Lady Letty," which
we played Monday and Tuesday of this
week. We first used the ship on a float
about town with a big bell to attract atten-
tion and, after the parade, placed it in our
lobby. It created considerable comment.
I am now using six 28-sheet stands, lo-
cated on every main street leading to the
center of town, and most of them within
one or two blocKs of the downtown section.
On each board I post a six-sheet of each
attraction playing during the week (we
have three changes a week) with a streamer
date across the top reading "Week of
March 27th : Mon.-Tues. ; Wed-Thurs. ;
Fri.-Sat."
There is a six-sheet under each date
where it belongs, with plenty of blanked
3
Ifftbautt:
l^/fey. & ~2?2<:7*l-<^~*4lcmnly and
truly declare that no picture I have shown
tins year has had —
the dramatic suspense or. vivid
reality of the fight in "Tol'able David."
the true, lovable humanness of this
story of a boy who wanted to be a man
and got an opportunity of proving him-
self.
— the sweetness of appeal that is in the
mother-Io*e of a mountain-mother for
this boy.
' the remarkable characterizations, the
,utftr7pl'tjbe magnetic force which radiates
*v*\ IfcMtw.V red of thu splendid picture.
■
1 '" j/'./J/fs/ rank, with the three
Here's THE
Big Event!
CAPITOL
Starts TODAY
4— DAYS— 4
And what a picture — an epic
of mountain mothers and
mountain men !
And of a boy who leaps to
manhood in life's greatest test?
Usual Prices
but— Come Early
The Most Honest
advertisement ever printed!
On Oath, Manager of Capitol," Swears to power of "Tol'able David.''
READ HIS SWORN AFFIDAVIT:
folfebleUavid
Presented by Inspiration Picture*. Inc. Directed by Henry
King. Adapted from Joseph Heroes heimec's famous Salurday
Evening Post story.
EXTRA — CHARLIE CHAPLIN
IN "THE FIREMAN" AND LATEST NEWS
DEPRODUCTION of the affidavit advertisement used by Roy T. McMinn in behalf of "Tol'able
David," First National attraction, as described by Mr. McMinn in his letter on the preceding
out white space all around. Our boards are
close to the street and easily read, so they
have proven very effective, and the cost of
advertising the entire week's program isn't
any more than the cost of one 24-sheet on
each board which would boost only one
attraction a week unless it were changed
three times, which would cost too much
both for posting and paper. Some other
exhibitors in small towns may find this
method of using 28-sheet stands profitable.
"HE SHIP shown in the lobby of the Lyric th<
which was paraded around town by R. P. Whi
satre, San Angr-lo. Tex., was also used on a float
tfirld, manager.
After this week I will have two of my best
boards electrically lighted.
In addition to the above we used advance
slides as usual, 12 one-sheet boards around
the business section and in hotels, two six-
sheet stands downtown, and our usual thea-
tre front display of 2 sixes, 5 threes,
photos, etc.
With best wishes
Yours verv trulv,
R. P. WHITFIELD,
Lyric theatre. San Angelo, Tex.
DEAR MR. WHITFIELD:
It is our belief tlu.it your explanation of
the manner in which you successfully use
28-sheet boards will remove one of the
barriers which have unwarrantably restricted
poster advertising in the past. Volume ex-
pense has been considered disproportion-
ately (treat by many showmen, with the re-
sult that the nation's billboards have not
always carried their proper quota of theatre
paper.
You liave noted, perhaps, that Famous
Players-Lasky is making a drive to interest
exhibitors in accessories. Well worked out
as is their campaign, we believe they owe
you an intangible but important something
for thus making clear to other showmen,
in showman's language, one plan for using
big paper representation which overcomes
objections commonly registered. We arc
(/lad to be able to pass your excellent idea
along.— W. R. W.
* * *
THEATRE EDITOR,
Exhihitors Herald..
Dear Sir :
Herewith enclosed find photos, etc., on
April 22, 1922
EXHIBITORS HERALD
53
"A Connecticut Yankee," on which we just
finished a week's run.
The writer has just taken charge of the
above theatre and this is the first and start
of a general wake-up for the city of Madi-
son. The results of this frameup and
exploitation were most satisfactory. Our
house was absolutely packed at every per-
formance and the people waited in line for
two hours to gain admittance.
Other big features are coming. Keep
>our eye on the Parkway, Madison.
With best wishes
Sincerely,
H. C. HOLAH,
Parkway theatre, Madison, Wis.
*
DEAR MR. HOLAH:
We would hazard a guess tliat Madison
i>as at least sharply aroused by your in-
roductory stunt. If you didn't "wake up"
,he city with the parade and that front we
are going to liave a lot of space to give
\he campaign that does perform the trick.
As a beginning, or as anything for that
\natter, your "Connecticut Yankee" stuff
Impresses us as A-i. Our best wishes for
\he remainder of the long and successful
undertaking your initial endeavor prom-
ises.—W. R. W.
* * »
Theatre editor,
Exhibitors Herald.
)ear Sir :
! You will find enclosed photograph of our
irologue to "Fool's Paradise." We fea-
ured the Sam Fox song, "Somewhere in
l>'aples." The gondola shown in the photo-
:raph moved from right to left stage,
sing blue lights with a spotlight of amber
•n the principals. The scenic and lighting
ffect was beautiful. We used a gauze
overing the entire stage directly ahead of
he footlights, which gave the set a soft
ppearance.
Foltowing the song number we closed in
/ith a curtain, leaving the stage with a set
'f a Mexican street. The lighting effect
n this scene was very pretty but did not
botograph well.
In the Music Shop, next door to the
neatre, a window display was made, adver-
sing "Fool's Paradise" and the song.
Somewhere in Naples," with three live
lligators (small) in the window to attract.
This picture did not do quite as well as
The Sheik" but was a very close second.
Ve enjoyed a wonderful business, lining
ie people down the street in a long line
t every show with the exception of the
pening one, which was at 11 a. m. "Fool's
'aradise" is one of the best attractions we
ave ever shown from the standpoint of
leasing the audience. The newspapers
ave it a very good write-up.
Our next production to prologue will be
lae Murray in "Peacock Alley," and we
ope to have some photographs to send
ou and will tell you about it at that time.
Yours very truly,
RAY A. GROMBACHER.
Liberty theatre, Spokane. Wash.
*
EAR MR. GROMBACHER:
We believe your use of prologues as indi-
ited in your letter definitely disposes of
,ie late lamented "elaborate presentation"
">gy. It is clear that you've rescued the
'ologue from the menacing doldrums of
te habitual and imparted to it the endur-
g life of exploitation. While we do not
now that you ever used it regularly, as a
yrt of expected feature of the program, we
'lieve that the present manner of handling
is the best that has been contrived to
nte.
Your description of the "Fool's Paradise"
■esentation is so complete as to make us
miine our reply to the comment that it
ust have been a winner in every sense
the word, to which we add the request
iat you do not ' fail to send along the
CPEED characterizes the work of H. C. Holah, who took charge of the Parkway theatre, Madison,
Wis., as managing director March 2. His first chance was a "Connecticut Yankee." The photo
shows how he made good.
DARADE for "The Connecticut Yankee" at Madison, Wis., arranged by H. C. Holah, manager of
the Parkway theatre. (See "Pictorial Section" for attendance photograph.)
EFFECTIVE use of a shadow box by Manager Holah of the Parkway, Madison, Wis., in advertising
Irene Castle in "French Heels," Hodkip.son feature. On ribbons leading to the shadow box, con-
taining silver cloth suppers, the words "Coming. Irene Castle in French Heels" was done with
cutout of gold letters on old rose ribbon. The shadow box was lined with blue velvet and contained
an orchestra shade lamp. The whole was very attractive and daily received comments from patrons.
54
EXHIBITORS HERALD
April 22, 1922
"Peacock Alley" photographs when you get
them and that you enable us to pass on to
readers your excellent description of 'hat
and subsequent endeavors. — IV. R. W.
* * *
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
Herewith suggestions on what to do and
what to play after one books the 750-foot
reel, "Lyman Howe's Ride on a Runaway
Train," released by Educational.
We used it two days and it satisfied our
customers and they went out talking
about it.
If you have no orchestra or trap drum-
mer, borrow from some music house or
from a drummer one locomotive bell, one
locomotive whistle and one slide whistle.
Use them for effects during the picture.
Thumb tack a sheet of coarse sand paper
on a cigar box and use two of them for
sand blocks to give the effect of exhaust
steam.
At the opening of the picture we had our
organist play "Casey Jones" until the title,
"All Aboard." Then, as cartoon shows
tramp being knocked off of the trick, a few
bars of "It's All Over Now." As the hand
car appears ahead in the path of the engine
we used a fast hurry with locomotive ef-
fects. From then on our organist played
a fast gallop until the crash at the finish.
Here 1 had a man on the stage use a
glass-crash and drop some iron castings on
a sheet of galvanized tin. Then the organ-
ist played a funeral march.
As the train makes dips and turns the
slide whistle is used very effectively. The
audience, all this time, are shrieking and
laughing. While the train is running away
all the lights in the theatre are turned out.
This requires about four minutes.
We used this special novelty reel to close
the show and after the crash the house
lights were turned on.
The reel can be used and put over in any
style, size or class of theatre. We featured
it here in our advertising, as you can see
in the enclosed photograph of the theatre.
Yours very truly,
CHARLES H. RYAN,
Garfield theatre, Chicago, 111.
*
DEAR MR. RYAN:
.It the risk of not being understood by
many -who will read and profit by your
letter, we herewith record our opinion that
it's "the berries." If there's a showman
who can't take that reel now, following
your instructions, and mop up with it — well,
we don't believe any of the kind that can't
read 'his department. We're relaying grati-
fied readers' thanks to von in advance here-
with.
Every time you get that camera into
action and send in a ready money idea we
-wonder why you don't do it more often.
We've always got an idea that we're mis-
sing something if the space bet-ween letters
is very long. H e always knozc, however.
that something is coming and that it will
be a something worth waiting for.
Thanks for the present letter and photo.
Do you -want the picture returned? Let us
know if you do. And, again, thanks —
IV. R. IV.
EXPLOITING "The Connecticut Yankee" at
Ogden, Utah. This "Lochinvar" chased Old
Man Gloom and packed the Ogden theatre.
A Modern I
Lochinvar
WIIKN Lady Heron sang ot
Lochinvar, the hero "sc
faithful in love and so dauntless it
war'' in Sir Walter Scott's "Mar
mion," she didn't know anything
about the trials and tribulations o
motion picture exhibitors or sin
might have sung of a resident o
( )gden, Utah, instead of fair Loch
invar.
I\ l tab. the exhibitors are the fightin
kind who refuse to be stopped by
business depression. Good pictures an
novel exploitation, they find, can over
come almost anything.
The management of the Ogden th<
atrc, Ogden. Utah, when they bookc
"The Connecticut Yankee," the Williai
Fox feature, spent considerable time plai
ning their campaign to bring the peop
in and they centered their efforts on tl
horseman — their "Lochinvar" — whot
picture is presented herewith.
"Lochinvar" rode out of the west ar
chased a thousand "Glooms" up alio;
and across lots. Before the sun had S
on his first appearance. Ogden had sii
rendered unconditionally. The childn
took their narents and the parents to(
their children.
\pril 22, 1922
EXHIBITORS HERALD
55
NEWSPICTURES
PERFECT THE
SERVICE OF
THE PRESS
WHAT you read in new spa pe rs
makes up the bulk of your general
knowledge.
WHERE the newspaper leaves
off, with word description and still
camera illustration, the screen be-
gins.
NEWSPICTURES perfect the vi-
tal service of the printing press
to civilization by "showing you"
what the newspaper "tells you
about."
SEE the news at —
THE PALACE
4 Growing Kicfy
KICKS, in the motion picture busi-
ness, fall naturally into two
passes, the common or garden variety,
/hich is a violent complaint of prac-
(cally any character, and the worthwhile
r advertising variety, which is forceful
opy possessing the quality to increase
:ieatre attendance. The latter is most
nportant, if least common.
[A copy kick of growing impetus is
bserved in the series of newspicture
ducational advertisements offered read-
rs of this paper. The first and second
nits of the series are reproduced in this
qlumn for convenience. The third ap-
ears upon the "Newspictures" page.
To test the reader effect of this series,
;ad first the ad at the top of this col-
,mn, then the one at the bottom. turninv
) the "Newspictures" page for the th
nit.
' The series represents the first sterj„ in
campaign designed to make the news-
icture a program asset paying bigger
rofits without proportionate increase in
3St. No more timely service is being
'ctended in trade journalism.
NEWSPICTURES
PERFORM THE
SERVICE OF
TRA VEL
ALWAYS wise men have consid-
ered travel the greatest broaden-
ing influence, completing book
knowledge by adding perspective
to detail.
YESTERDAY only the favored of
Fortune could avail themselves of
its treasures.
TODAY the whole of the worth-
while world lies at the feet of
every individual, brought intact to
every neighborhood by the magic
of the newsnlm.
SEE the world at—
THE PALACE
A Fur Coat and
Any Kind of Pup
Gets the
Crowd
A DOG ballyhoo arranged at slight expense by the Walnut theatre at Louisville, Ky., to attract
attention to its run of "The Silent Call." There being no wolf-dogs available, "home talent" was
used and proved effective.
PEOPLE associate the north — the far north of virile pictures
— with snow, fur coats and dogs. It isn't the easiest thing in the
world to get snow, but there are plenty of fur coats and more-than-a-plenty
of dogs in almost every community in the United States.
For the exploitation of "The Silent ways requires a great deal of thought and
effort.
"A fur coat and any kind of pup" is the
most obvious, the cheapest and the least
work of any of the stunts yet brought
forth on "The Silent Call," which has
been heavily exploited at almost every
theatre it has shown.
The Theatre does not advocate an ex-
hibitor looking for the cheapest form of
exploitation or one which requires the
least effort. But it does urge that ex-
hibitors weigh the effectiveness of the
stunts, which cost the least money, be-
fore they decide on large outlays of cash
for other methods of attracting public
attention. This is economy. But it must
also be remembered that cheapness,
which does not bring the required results,
is the worst form of extravagance.
Call," the Walnut theatre. Louisville.
Ky., used plenty of paper and posters on
the theatre front and lobby, but the real
punch was a street ballyhoo of dogs.
In Louisville, wolf-dogs are not com-
mon, but there are plenty of the various
other breeds of canine, so two of the most
formidable dogs obtainable were secured
and the Arctic atmosphere was supplied
by a man dressed in a fur coat, which is
rather a novelty in sunbaked Louisville.
At the same time the theatre ran a
drawing contest, making awards for the
best sketches sent in by boys under 14
on Strongheart, the star of the picture.
A panel of some of the contributions,
which were reproduced by newspapers
and attracted a lot of interest is shown
in front of the theatre in the accompany-
ing photograph.
The effective lobby and the drawing
contest did not attract the notice that
the dog ballyhoo brought.
Which revives the time honored de-
bate as to which form of exploitation is
the most effective — the obvious, which
costs but little, or the subtle, which
usually costs considerable money and al-
"Buyer's Risk"
kkDUYER'S RISK," exceptionally
AJ important factor in the theatre
business, is eliminated by an advertiser
who, in this issue, page 69, unreservedly
offers to submit for inspection a "sample"
of his product. This sale-by-sample policy
is decidedly new in to-the-theatre adver-
tising and worthy of close attention. It
should be tested thoroughly and, if re-
sults justify promise, encouraged heartily.
56
EXHIBITORS HERALD
April 22, 1922
"TWO pictures showing the elaborate presentation given the Warner B rothers feature, "School Days," at the Stanley theatre, Philadelphia. At
* the left is a group of ushers and attendants in the costumes worn during the run of the picture. At the right is the prologue. At the extreme
right of this pictuie is Miss Betty Mastbaum, the little daughter of Jules Mastbaum.
Theatre Review
Told Merits of
Warner Success
FOLLOWING an advance screening at the Sherman Hotel. Chi-
cago, this department devoted the major portion of an important
page to the important business of informing readers that "School Days,"
Warner Brothers production, was a made-to-order box office attraction
with which much money might be made by aggressive showmen. Reports
from every source received since publication of the picture bear out the
soundness of the observations made. The following account of its ex-
hibition at the Stanley theatre, Philadelphia, and at Shea's Hippodrome,
Buffalo, is additional prosperity news of the same calibre.
BEG NEXT
SUNDAY.
WE2LEY
BARRY
in VL
ECHOOL ^
DAYS.
THE Stanley theatre doubled its staff
of ushers and arrayed each one in kid
clothes. A miniature school house was
erected in the lobby, and during the mat-
inee and evening performances a school
teacher stood in front of the door ringing
a bell while a half-dozen youngsters
played ring-around-rosey nearby. In the
evening the house was illuminated and it
proved to be a veritable magnet in at-
tracting people to the theatre.
Practically every prominent store in
Philadelphia carried a window display,
and about thirty oil paintings were placed
in hotel lobbies. In addition to a big
newspaper campaign, the Stanley com-
pany used more than 1,000 Wes' Barry
cut-outs, placing them in stores, restau-
rants, etc. Dunce caps were distributed
throughout the entire week's run. Twelve
people were used in the "School Days"
revuo, and among them was Betty Mast-
baum, daughter of Jules Mastbaum.
Shea's Hippodrome started its cam-
paign one week prior to the showing of
the picture. The theatre placed a large
blackboard on the stage on which was
written the announcement of the coming
of the feature. Just before the feature pic-
ture was run, a young girl in gingham
crashed through the slate and sang the
"School Days" song. This was carried
on in advance of the regular school days
revue, and during the presentation of the
Barry feature thousands of people
swarmed to see the local youngsters.
CHEA'S Hippodrome, Buffalo, used a slate ef-
feet and had a young miss dressed in ging-
ham crash through and sing "School Days."
This was put over in advance of the regular
showing of the Warner Brothers picture of the
same name featuring Wesley Barry and local
talent supplied the prologue for the school days
revue.
C1D GRAUMAN'S "Hotel Do Dog Land," atmospheric prologue to tho Universal comedy, "Mutts,"
showing at Grnuman's Million Dollar theatre the week of March 19th.
\pril 22, 1922
EXHIBITORS HERALD
57
THIS MAN
LAUGHED HIMSELF TO DEATH ,
LmtE CONNECTICUT YANKEE"
WASHINGTON THEATRE
'EXAS EXHIBITORS rank second to none in exploitation work. Witness what the Washington theatre, Dallas, did with
the Fox feature. "A Connecticut Yankee."
MAKE THEM LOOK, is the policy of the Jackson theatre, York, Pa., in adver-
tising Goldwyn's "Theodora."
T
G
H
R
E
A
A
P
T
H
R
I
E
C
A CHRISTIE-EDUCATIONAL featured at New York Hippodrome (left) and an Educational Special dominates advertising
at New Grand Central, St. Louis (right).
58
EXHIBITORS HERALD
April 22, 1922
4iJ.
FEW POSTERS more artistic than the above
24-sheet on V itagraph's "My Wild Irish Rose" have ever been offered Ameri-
ca's showmen
Il/YTXAMi
ELABORATE LOBBY display arranged by John Paxton at his Paris, Tex., theatre
for "A Midnight Bell," First National feature.
A JAZZ BAND featured the prologue
arranged by Edward L. Hyinan at the
Brooklyn Mark Strand for "Polly of
the Follies," Constance Talmadge's
latest First National picture. After
they had played a group of jazz num-
bers, Grace Eastman and Paul Oscard,
dancers, appeared in evening dress in
a number of new fast and furious ball-
room figures. Miss Eastman was
garbed and made-up to imitate Miss
Talmadge in her film role of "Polly."
It was a novelty for the Strand audi-
ence and won applause at every per-
formance.
IT WAS WORK but it paid the Strand theatre, Seattle, Wash., to decorate their lobby (right) and use an Irish trio m
their prologue (left) fop "Molly O," the Sennctt-First National feature.
pril 22, 1922
EXHIBITORS HERALD
59
NEWSPICTURES
\\T ITH a view to giving the exhibitor a better understanding of the importance of the
W News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
NEWSPICTURES
PUT PEP AND
ROMANCE IN
DULL FACT
HISTORY, frowsy with dates and
data, vita] facts you always intend
to learn but "never get around
SCIENCE, invention, discovery,
things you intend to read about
but "can't get time to study "
CIVILIZATION'S matchless epic,
mankind's story, is unfolded to
you in the swift, wordless elo-
quence of the action camera by the
newspicture —
DAILY at—
THE PALACE
\D COSTS
MAY BE
SPLIT
Expense incident to the use of
iwspicture educational advertise-
ents in the series being presented
)on this page may be reduced ma-
rially or eliminated if plans sug-
:sted are adopted.
Although the advertisements are
epared with advertising costs in
ind and with a view toward fix-
g credit definitely upon pioneers
ho use them, it undoubtedly is
ue that in some cases a profit-
aring or mutual benefit method of
ocedure will be esteemed prefer-
»le.
'in thickly theatred communities where
wspictures are in general use but have
>t been capitalized properly, sharp re-
iction of campaign expenses may be
ought about by substituting a group
me for the theatre signature and divid-
3 expense equally. Precedent estab-
hed in various "Go to Theatre" cam-
igns proves the plan practicable.
Ads Editorial Copy
A better plan, perhaps, suggests taking
e advertisements to the best newspaper
itor in the city and presenting them to
"n with the statement that in supporting
wspictures he will be supporting news-
papers, asking that they be run in series
as offered or that an editorial feature
embracing them, either as a one-time
smash or in short articles at intervals,
be published.
Other suggestions for the economical
display of the ads include: Cooperation
with a merchant user of big space as a
result of which he will incorporate them
as readable features of special interest in
his copy; postcard printing and distribu-
tion by mailing list; transcription to slide
for screen use and publication in house
organs.
Distribution Essential
Distribution is the essential considera-
tion. In view of the intimate relationship
between newspicture and newspaper that
medium is obviously most suitable. It is
apparent, of course, that all available
media should be employed.
EFFECTIVE float arranged by the Audubon
theatre, Broadway at 16Sth street. New York
City, to advertise Fox News picture* of the sen-
sational flight over Mount Vesuvius.
NEW YORK SEES
FIRST NEWS
BALLYHOO
The first street ballyhoo reported in
connection with newspictures exploitation
toured New York streets for the Audubon
theatre showing of Fox News No. 51,
containing views of Mt. Vesuvius.
This is a good beginning.
Miniature mountains constructed as
told in this department last week were
mounted upon a motor truck and sent
about the streets six days before the pic-
ture was screened. Punk within gave
forth the smoke shown in the photograph.
Box office influence is reported excellent.
Strand Features News
Another first was scored by the Brook-
lyn Strand in connection with the same
newspicture when the feature attraction
was set back in the advertising and for
the first time a newspicture event was
given spot position. In this case, also,
excellent box office effects are reported.
Both accomplishments reflect adver-
tising and news judgment, vital exhibi-
torial qualities.
NEWSPAPER AD
ANNOUNCES
"SCOOP"
Joseph F. Dinkier, Calumet theatre,
Chicago, uses his neighborhood newspa-
per effectively to advertise his attractions.
In a recent issue he added to the ef-
fectiveness of his space by including the
copy advertising a Pathe newspicture
which is reproduced herewith.
SCREEN SCOOP!
Marriage of Princess Mary — Pictures ar-
rived Thursday and were shown last
night. Some speed, we'll say, but that
is the Calumet idea. The Best First, Al-
ways.
You saw the Cubs playing ball on the
Calumet screen last week, and will get
a whole lot of other up-to-the-minute
news in films next week.
Mr. Dinkler's newspicture copy, which
occupied about one-fifth of the space
used, speaks for itself. Additional tribute
to his sagacity is paid by the newspaper
editor in a comment subsequently printed.
It follows:
Editor Commends Speed
"Talk about screen scoops. The Cubs
have been playing ball at the Calumet
theatre the last few days and last night
were shown pictures of the recent mar-
riage of Princess Mary. The film arrived
Thursday on the Olympic and was shown
Friday night."
In view of the fact that the Calumet
also uses vaudeville on its program Mr.
Dinkler's newspicture advertising is es-
pecially notable. Straight pictute exhibi-
tors should be moved by the circum-
stance.
* FINAL EXTRA *
Newspicture editors are requested
to report contents of current editiens
regularly and as far in advance as
possible to this department.
KINOGRAMS, No. 2134: Brooklyn honors
last of nation's war dead — Strike leaders meet
House Committee on Labor at Washington — New
ambassador to Germany sails from New York —
Marshal Joffre enters U. S. from British Colum-
bia at Blaine, Wash.— Russian general, exiled,
visited at Washington — No lives lost in train
wreck at Halifax. Pa. — Youngsters at Art Insti-
tute, Chicago, exhibit skill in new art — Theodore
Roosevelt, Jr., checks on location of ships to be
scrapped — Fishing fleet leaves San Francisco for
Alaskan waters — Boston police official honored in
death — Scrubwomen of Massachusetts State
House win two weeks vacation — "Siamese Twins"
die in Chicago — Kansas motion picture exhibitors
convene at Wichita. No. 2135: Unveil monu-
ment to Admiral Peary at Washington — Captain
Amunrlson tests polar plane (Garden City, N. Y.)
— Sketchographs — Paris celebrates Day of Mi-
Carcme — Old soldiers visit scene of Battle of
Shiloh — Hutchison wins Columbia Club tourney
(Washington) — 2,000 high school children in field
meet at Pasadena, Cal. — "Tillie," 106 years old,
entertained by Shriners at Columbus, O. — Boston
(.Concluded on page 87)
60
EXHIBITORS HERALD
April 22, 1922
DIGESVPICTURESo/ tAeWEEK
WITH the return of spring, longer days and pleas-
ant weather, the theatre-goers' thoughts are
tempted away from the theatre unless there is
some especially appealing attraction to draw them
inside. It therefore behooves the alert exhibitor to
exert himself to advertise his show and choose pictures
that will amuse, satisfy and live up to the exploitation
expended upon them.
There are sufficient big pictures nowadays — pic-
tures worthy of extended runs — to attract and hold the
winter crowds. People have to be amused and as
Thomas H. Ince's late canvas revealed, pictures have
become a part of American home life quite as much as
books, music and the legitimate theatre.
The present month offers many worthy films and
e'er the month is ended many more will be available
for theatres catering to discriminating audiences. The
theatreman does not have to take the salesman's word
for it, he can read in advance just what the various
companies are offering and he can find almost any type
of story to fit his- needs, provided he does not have
the advantage of an advance trade showing. There is
little excuse for putting on a poor show. And the
surest way to .discourage patronage in summertime is
to book inferior pictures. — J. R. M.
"A BROADWAY PEACOCK" (Fox) presents
Pearl White in a story of New York night life. It is
the more or less familiar tale of the love of a Broadway
favorite for a wealthy woman's son and her ultimate
renunciation of that love. It is dramatic in parts, is
well staged, and has been carefully directed by Charles
Brabin.
"FASCINATION" (Metro). Robert Z. Leonard
has hit the bull's-eye again with another colorful,
swiftly developed, romantic tale of Spain, with Mae
Murray playing the role of a headstrong, active girl
who seeks excitement — and finds it — amid Madrid's
cabarets. A superb cast has been assembled to assist
her and in sets and embellishments "Fascination"
leaves little to be desired.
"REPORTED MISSING" (Selznick) is Owen
Moore's latest starring vehicle. It is a rapid-fire, wildly
exciting comedy-drama written and directed by Henry
Lehrman, with subtitles supplied by such well known
newspaper writers as H. I. Phillips, John Medbury, Will
B. Johnstone, E. V. Durling and Tom Bret. Good en-
tertainment here.
"THE SILENT VOW" (Vitagraph) is a drama of
the Northwest mounted police with many unique twists
that furnish thrills galore. William Duncan, the star,
who also directed the picture, plays a dual role. Edith
Johnson co-stars in the role of a motherless girl of the
north woods.
"GAS, OIL AND WATER" (First National) is
Charles Ray's latest starring vehicle. It was made from
a story by Richard Andres and was directed by Mr. Raj.
While somewhat different from his usual rural drama-
he is a secret service detective running down smugglers
in" the present instance — there is more or less confusion
throughout the five reels and one wonders at its con-
clusion what all the shootin's for.
"THE SPLENDID LIE" (Arrow) is a story of a
poor stenographer who is tricked into an engagement
with a married man and thereafter shunned by her com-
panions and relatives. For those who like sob-stuff it
will answer every purpose. Grace Davison has the lead-
ing role. Charles Horan, wrote, and directed it.
"ROBINSON CRUSOE" (Universal) fulfills everj
promise made for it by Carl Laemmle, president of Uni
versal. It is interesting, instructive and a faithful trans
ference of the DeFoe story to the screen. Harry Myen
has the leading role and each episode moves alonj
smoothly to a thrilling climax. The first three episode;
have unlimited entertainment value for old and young.
"THE BIGAMIST" (R-C Pictures) is one of th(
strongest English dramas that has been presented it
some time. It is convincing, well acted and contain:
much excellent photography and scenery. Ivy Duke i:
starred and is at all times charming and appealing. Gin
Xewall's direction is skilful throughout and the sus
pense well sustained throughout the six reels.
"THE CRIMSON CHALLENGE" (Paramount
reveals Dorothy Dalton in bobbed hair and breeches as;
two-gun girl in earnest discharge of a justifiable deatl
mission. The picture is old time Western, brought uj
to date by a trick of location, and its robust melodram
contrasts sharply and satisfyingly with the latter-da;
type of cow story. As heroine she battles the able Fran
Campeau, villain, with wit and gun, through five reel
crammed with action. It should persuade goodly num
hers to make box office deposits.
HERBERT RAWLINSON and support in three scenes from his latest Universal production, "The Man Under Cover." It
a crook story with the big scenes laid in the oil fields. Barbara Bedford, George Hernandez, George Webb, Ed. Tilde
and William Courtwright appear opposite Rawlinson.
OWEN MOORE IN
REPORTED MISSING
(SELZNICK)
rapid fire comedy-drama, written
and directed by Henry Lehrman,
starring Owen Moore. One of the
best all-around pieces of pure en-
tertainment seen for some time.
Excellent photography, good di-
rection and continuity, and ex-
citment galore. Scenario by
Lewis Allen Browne. Titles by
H. I. Phillips, John Medbury,
Will B. Johnstone, E. V. Durling
and Tom Bret. Seven reels.
Lewis J. Selznick has a picture in "Re-
orted Missing" which he can feel proud
f having produced. The foreword which
:ates that no moral is attached to the
:ory and no special aim was in view
ther than that of entertainment starts
^ie picture off right. And it surely ac-
omplishes what it goes after, for it is
,nc of the cleanest bits of entertainment
le screen has had in some time.
Owen Moore does satisfactory work as
lichard Boyd, one of the idle rich who
as just succeeded to the presidency of
le huge Boyd shipping plant, and who
ecides to buy up all the idle ships to
lease his sweetheart, Pauline Dale,
layed by Pauline Garon. This worthy
esolution is not pleasing to one schem-
i"g Chinaman, J. Young, played by Togo
'amamoto, who resorts to shanghaing
oung Boyd to keep him from taking
p his option. Pauline clings to her
pver, so is taken aboard, while Sam,
ioyd's faithful black man, who nearly
tins away with the honors of the picture
S portrayed by Tom Wilson, follows in
he row boat. Sam is a wonder — particu-
lrly toward the end when he starts out
>ith a razor of alarming size to carve
p any yellow man he meets.
Briefly, the plot is based on the attempt
■f the Chinaman to get the ships on
frhich Boyd holds an option. To this
nd he kidnaps Boyd and the girl, the
hip in which they are being held runs
nto a terrific storm, which is as well
one as any cinema storm witnessed so
ar. It is driven on the reefs and the
"hinaman starts in a powerful speed boat
Is soon as he hears of the disaster,
leanwhile, a man-of-war has caught the
ignals and sends a detail to the rescue,
he Chinaman gets the girl but leaves
3oyd, who is taken upon one of the navy
irplanes in pursuit. The boat ducks into
tiny harbor and Boyd has to follow
n a car. He leaves his faithful black
in guard outside the Chinaman's house.
>ut Sam is so intent on carving up every
ellow man he meets that he is off duty
vhen the whistle blows. However, the
ommander of the man-of-war arrives
vith a detachment of Jack Tars, and as
:xciting a fight as was ever staged takes
)lace all over the mansion of the vil-
ainous Chinaman. The blue jackets, of
ourse, win out and Boyd and the girl
ire saved.
This is a brief outline of the plot but it
s rich in laughs, one to nearly every
foot of film, the black man doing strenu-
ous work throughout.
Running .ibout seven reels, it will be
a pity if .t is cut to the usual five-reel
length, for every foot of the seven is
worth while. Others of the very capable
cast are Robert Cain, as "Andrew Dunn.''
and Frank Wunderlee, as "Captain
Ferguson." There is a small boy in the
cast who is quite remarkable, although
he has but a bit.
This is the type of picture that the pub-
lic is looking for — laughs, thrills, legiti-
mate excitement. A sure box-office at-
traction. The titles are worthy of spe-
cial mention. They are responsible for
many of the laughs.
MAE MURRAY IX
FASCINATION
(METRO)
A colorful tale of Spain, with a vi-
vacious girl, half American and
half Spanish, as the heroine. A
romantic, swiftly developed story
that grips the attention at the
start and holds it to the finish.
Suspense well sustained. Set-
tings picturesque and presenting
some very fine photography. Di-
rected by Robert Z. Leonard.
Eight reels.
"Fascination" is fascinating to say the
least. It is the sort of story that fits
Mae Murray like the proverbial glove,
and although she dominates the film, she
adds to her laurels by her untiring ef-
forts.
In support there is Creighton Hale, as
Mae Murray as she appears in "Fascination,"
the new Metro picture.
Carlos, her brother; Charles Lane as
Eduardo de Lisa, her father; Emily Fitz-
roy as her aunt; Robert W. Frazer as
Carrita, a toreador; Vincent Coleman as
Ralph Kellogg, an American boy; Court-
ney Foote, as Count de Morera; Helen
Ware as Parola, a dancer, and Francis
Puglia, as Nema. All of the roles are ex-
cellently filled. Particularly true is this
of Helen Ware's work.
It is seldom a director, with the pres-
ent scarcity of good stories, can follow
up one success with another equally as
big. But Robert Z. Leonard's second
Tiffany production in many respects out-
shines "Peacock Alley," his former pro-
duction which has met with instant suc-
cess everywhere.
The screen carnival scenes in Spain,
the realistic bull fight and the cabaret
scenes, offered great possibilities for
scenic effect and all of these have been
taken advantage of. The photography
is a very fine quality throughout and the
artistic settings and lighting effects have
a particular charm of their own.
The story was written by Edmund
Goulding, who also furnished the scenario
and there is a smooth unfolding of the
tale that holds one's interest completely.
Cleverly worded subtitles are one of the
picture's assets.
Many unusual exploitation stunts sug-
gest themselves for advertising "Fascina-
tion" and for stage prologues. The pic-
turesque Spanish costumes, the many un-
usual dances, the carnival scenes, and
the underworld resorts of Madrid, offer
unlimited opportunities for playing up
the story.
Dolores de Lisa, born of a Spanish
father and American mother, combines
the warm blood of the South with
Yankee pep. To hold her in restraint
her aunt takes her to Madrid. She slips
away from home on Easter Day, when
the streets are filled with crowds going
to the bull fight, and obtaining a wig and
costume, she occupies a box. She be-
comes fascinated with Carrita, the
toreador, and Count de Morera offers to
introduce her if she will attend his ball.
Dolores at the ball dances for the guests,
then joins a party at a cabaret where
she meets the great Carrita. Her folks
in the meantime are searching the city
for her. her father, brother and sweet-
heart, Kellogg, having iust arrived from
the States. Her father enters the
cabaret. Parola. a faded cabaret singer,
recognizes de Lisa and invites him to her
room. Dolores follows and hears Parola
accuse her father of being the father of
her son. As Parola attempts to kill
de Lisa with a heavy lamp as he goes
down the steps, Dolores grabs it. Parola
turns on the pirl and she is saved by
the toreador. She then tells Carrita that
de Lisa is his father and urges him to
avenge her. Carrita leaves, but before
he can follow out his purpose, Parola
confesses shp lied and was onlv black-
mailing- de IJca. and Dolores's father is
saved from death at the hands of the
toreador. Dolores arrives home bedrag-
gled and completely cured of her desire
for excitement, bull fifhts and under-
world cabarets. She sinks happily in her
American sweetheart's arms.
62
EXHIBITORS HERALD
April 22, 1922
WILLIAM DUNCAN IN
THE SILENT VOW
(VITAGRAPH)
A drama of the Northwest Mounted
Police, containing enough excite-
ment and thrills for the most fas-
tidious seeker of this class of pic-
ture. The star assumes a dual role
and is accorded good support by
Edith Johnson, Dorothy Dawn,
Jack Curtis, Maurice Foster and
other Vitagraph players. Five
reels. Directed by William Dun-
can.
This is William Duncan's first North-
west mounted police story, but it does not
differ materially from a number of others
that have been produced before, except
the big thrill of the play showing the
dynamiting of a river down which the
villain and his outlaw companions are
paddling in a canoe. There is a spec-
tacular finish to the outlaws as they
plunge over a falls.
Duncan plays a dual role, that of the
father and son, and some unique double
photography is employed in several of
the scenes where the two characters are
in the same room. Edith Johnson, as
Anne, has the role of heroine, and Doro-
thy Dawn appears as Ethel, her sister.
Other well known players are Maud Em-
ery, in the role of the mother; J. Maurice
Foster, as "Doug" Gorson; Henry He-
bert as "Jim" Gorson; Fred Burley as
"Bill" Gorson, the "heavy" and his as-
sistants.
Richard Stratton's mother, while he is
yet a boy, runs away with another man.
When grown to manhood he joins the
Northwest mounted police with his
father and when his father falls dead at
the appearance of the man who had
eloped with his mother, he vows to bring
him to justice. Richard is commissioned
to track down the Gorsons. In the cabin
where he finally traps them he finds his
mother, the latter trying to defend two
motherless girls from a gang of outlaw
fishermen. Richard rescues the girls in
a thrilling hand-to-hand fight in the cabin
and the villain and his outlaw gang meet
death in the river.
DOROTHY DALTON IN
THE CRIMSON
CHALLENGE
(PARAMOUNT)
An old school western with a kick
in it. A neat trick of location
brings it up to date and the minor
improbabilities common to this
type of romantic drama do not
disturb the observer. A red-
blooded story that ought to go
big. Directed, in five reels, by
Paul Powell.
For purposes of realism, probably, the
cow country in which the healthy melo-
drama of "The Crimson Challenge" takes
place is designated as rimmed about by
mountains impassable save by a single
restricted avenue of communication with
the outer world. Within this territory
settlers and ranchers live the life of the
Old West, making their own laws and
fighting out their battles.
All this leads up to the story of Tharon
Last, played by Dorothy Dalton in
bobbed hair and breeches, daughter of
William Duncan and Edith Johnson in the final'
scene from "The Silent Vow." (Vitasrraph)
Jim Last, who led the settlers in their
fight against the oppression of Buck
Courtrey, played by Frank Campeau,
whose rustlers terrorize the community.
Courtrey admires Tharon, the only
woman in the valley he considers fit
mate for him, and murders her father to
deprive her of his protection.
Tharon vows vengeance and becomes
leader of the settlers. In good old gun-
fighting style the struggle goes on for
five reels and ends, after many unex-
pected twists, as it should end for gen-
eral satisfaction.
Dorothy Dalton and Frank Campeau
put dash and strength into their charac-
terizations, and a populous cast contrib-
ute excellent support. The picture is out
of the beaten track and tells an upstand-
ing story in bold, rapid manner. The
public ought to like it.
HARRY MYERS IN
ROBINSON CRUSOE
(UNIVERSAL)
Interesting and instructive is this
screen adaptation of Daniel De-
Foe's famous adventure story. It
is full of thrilling incidents and
while ostensibly making its ap-
peal to the young people there is
undoubted entertainment value
in it for old and young alike as it
takes one back to the days of
childhood reading. Directed by
Robert Hill. Twelve episodes.
The first three episodes of "The Ad-
ventures of Robinson Crusoe" bear out
Carl Laemmlc's recent statement that he
is going to provide the utmost in screen
entertainment for children and grown
folks alike and at the same time give
them a chapter play replete with thrills
and yet adhere as closely as possible to
the original literary source. This has
been done in "Winners of the West" and
"With Stanley in Africa," but not so com-
pletely as in "Robinson Crusoe."
Here is wholesome, clean adventure,
just as interesting as DeFoe wrote it and
under the careful direction of Director
Hill the colorful romance holds renewed
pleasure for those familiar with the old
story.
The characters are well played and
correctly costumed, particularly interest-
ing being the life of Crusoe on his tropi-
cal island, showing him making his
clothes for the rainy season, building his
home and furnishing it.
There is unlimited opportunity for
novel exploitation with this chapter play
and no exhibitor playing it should over-
look this angle of it. It will make its
big appeal to school children and by
staging special matinees for teachers and
pupils much interest can be aroused.
The first chapter tells of Robinson Cru-
soe as a young man who yearns to go to
sea. His aged father objects. However,
he leaves his home in England and on
his first voyage is captured by the Moors
and made a slave. He escapes and re-
turns home only to find his parents dead
and his sweetheart married to another.
Again he sets sail and after fighting his
way to mastery of the ship is thrown
into the hold in irons when the crew
mutinies. A storm drives the ship upon
a reef and Crusoe and his dog are the
sole survivors. In the second episode
he discovers footprints upon the beach
and then comes upon a group of canni-
bals about to kill a native they have cap-
tured He saves the native and calls
him "Friday." The third chapter shows
Crusoe and his man Friday defending
his home against an attack from the can-
nibals but they destroy his home and
are trapped within the stockade.
Harry Mvers does some of the best
work o'f his' career as Robinson Crusoe.
Noble Johnson is Friday; Gertrude Olm-
stead plays Marion Lane, Crusoe s hng-
lish sweetheart, and Josef Swickard is
his father. Emmett King, Margaret Liv-
ingston Percy Pembroke, Aaron Edwards
and Gertrude Claire all have important
parts The scenario was written by
Emma Bell Clifton, and each chapter
ends with a thrilling climax.
COLD FEET
(EDUCATIONAL)
There are several real good laughs and
a series of very amusing situations in this
Christie comedy made from a story by
Walter Graham. The whole thing is
above the average as to story, scenic
beauty, cast and handling. The picture is
built around a father who attempts to
cure his daughter of her intense fond-
ness for stories of the James Oliver Cur-
wood type, and her belief that all North-
west mounted Police are tall and
handsome, and that the northwest u
infested with "unscrupulous villains" and
distressed feminine victims.
The father arranges an invitation fighi
in his northwoods camp between a vil-
lain and a policeman. Just when the
daughter is convinced that the story
books were all piffle in walks a real R
N. W. M. policeman and cleans up al
the pretenders. Oblivious to the snow
the girl and her new found hero stanc
till they arc almost covered— just gazing
at each other. The comedy is clean anc
snappy and all inclination towards slap
stick stuff is noticeable by its absence.
pril 22, 1922
EXHIBITORS HERALD
63
PEARL WHITE lN
1 BROADWAY
PEACOCK
(FOX)
i story of New York night life, of
the love of a Broadway favorite
for a wealthy woman's son, and
her ultimate renunciation of that
love. Dramatic, well staged and
carefully directed. A five-part
feature directed by Charles J.
Brabin.
Pearl White in the role of a Broadway
( ebrity is much more convincing than
; the clinging vine type of sweetheart.
>r Myrtle May is a role that will not
;on be forgotten and though in the
:;ne where she turns against her lover
;d the little country girl whom she has
1 friended, reacts toward winning her
:mpathy, it is quite natural for a woman
( this type to resort to such measures
i her bitter disappointment. Others
mo render her good support are Joseph
:ryker, as Harold Van Tassel; Doris
.ton, as the country girl; Rose Ingra-
1m; Harry Southard, as Jerry Gibson,
;d Elizabeth Garrison as Mrs. Van Tas-
The scenes in the Dansant Rouge and
: Myrtle's boudoir are lavish and beau-
mi.
Myrtle May is the hostess of the Dan-
nt Rouge, popular Broadway cabaret.
ie falls in love with a wealthy man
jdying law, Harold Van Tassel, who
ikes her believe his attentions are sin-
re and he will marry her. Myrtle
ves Rose, a country girl, from unwel-
me attentions of Jerry Gibson, a man
out town, and gives her a home. Har-
d falls in love with Rose and he neg-
:ts Myrtle. She, in her jealous rage
rns upon the little country girl and de-
•unces her before her guests. Then
e goes to Harold's mother and exposes
arold. The family lawyer pays Myr-
i $2,000 which she has lent the boy and
en she confesses she has distorted the
cts of the case and tried to besmirch
e character of Rose. The young girl
arries Harold and the Broadway Pea-
ck returns to her superficial life and
inks a toast to the two.
LEATHER PUSHERS
(UNIVERSAL)
Oh- boy, don't let anything stop you
am seeing "Round Five" of "The
:ather Pushers." The picture was
own privately last week to a group of
rd-boiled exhibitors and salesmen and
Ten the fight began in the latter part of
e second reel, it had everybody on his
et. It's that kind of a picture. The
3ry works up to a grandstand finish
at surpasses anything yet attempted in
short subject.
"Round Five" takes place in New Or-
ins, and Kid Roberts (Reginald Denny)
lured to a rooming house just before
e fight, where he is bound hand and
ot, and it looks as though all bets
Duld be forfeited. A free-for-all fight
, staged as a preliminary, and while
is is going on Kid Roberts gains his
eedom and arrives in time for the fea-
re event. At a given signal the lights
the hall were to be turned off, and thus
ve his adversary a chance to knock the
„ .out- in tne second round. The
■vid ' is mad clear through, however, and
locks his man through the ropes in the
•st round and wins the fight. And it
as some fight, too. This is the best
ie of the series so far.
IVY DUKE IN
THE BIGAMIST
(R-C PICTURES)
A six-part English drama that offers
a good dramatic story, is well act-
ed, with some excellent settings
and much beautiful photography.
Star is very pretty and is given
splendid support. A picture with
a good drawing title and one that
will satisfy. Directed by Guy
Newall.
Ivy Duke in a scene from "The Bigamist."
(R-C Pictures)
"The Bigamist" is about as unusual
and strong a drama of domestic life as
can be found anywhere. It was adapted
from a story by F. E. Mills Young and
through the skilful direction of Guy New-
all the interest and suspense is well sus-
tained throughout the six reels. The child
interest provides a sentimental appeal in
the approved manner and throughout
there is a complete naturalness of ex-
pression and action by the entire cast.
Ivy Duke has the role of Pamela
Arnott. She is very beautiful and there
is charm and sincerity to her perform-
ance that is at all times most appealing.
Guy Newall appears briefly as a friend
of the distressed wife, and herein lies the
novelty of the picture — he does not marry
the heroine. Julian Royce plays Her-
bert Arnott, the bigamist, with the usual
English verve. At times he errs on the
side of over-acting with a strained facial
expression that is too apparent. Edith
Ellison in the role of Blanch, the gov-
erness, gave a thoroughly satisfactory
performance. Dorothy Scott was pleas-
ing as Constance Carruthers. a lady who
wanted babies, and Bromley Davenport
as Richard Carruthers, her husband, who
went in for golf.
The beauty of the photography and
the lavish indoor sets were in keeping
with the photoplay's other good points.
American titles have been supplied.
The story concerns Pamela Arnott,
happily married for six years to Herbert
Arnott. On the day of their wedding
anniversary she receives a letter from
another woman signed "Lucy Arnott"
stating she is the legal wife of Arnott.
Herbert admits it is the truth and states
she refused to give (him a divorce. For
the sake of her two children Pamela
lives with Herbert, but the governess
overhears a conversation between them
and learns the truth. Pamela discharges
the nurse. On the day the governess
leaves, Herbert departs also. She calls
upon George Dare, a friend of the fam-
ily, for advice. Dare agrees to find
Arnott and traces him through the gov-
erness. He finds him ill in a hospital
and when a message is found disclosing
the death of Lucy Arnott, the Pamela
and Herbert are married again by the
hospital priest
A picture that will net big returns to
the exhibitor who advertises it properly.
Do not overlook the beautiful and tal-
ented Ivy Duke, nor the splendid work
of Guy Newall, when exploiting this R-C
feature.
GRACE DAVISON IN
THE SPLENDID LIE
(ARROW)
Average entertainment in this six
reel production depicting the vi-
cissitudes of an innocent working
girl. Improbable, trite tale that
has little appeal. Story and sce-
nario by Charles Horan, and di-
rection by the same.
For those who like drama with a
strong element of sob-stuff in it, this film
will answer every purpose. The story
is improbable from the start and its de-
velopment shows little ingenuity or orig-
inality.
Interest is centred upon the star, Grace
Davison, and she is quite adequate in the
role of a down-trodden stenographer.
Throughout there is a touch of staginess
on the part of the other players. John
Drumier plays Dave Delafiefd, father of
Doris, the role assumed by Miss Davi-
son. Noel Gearle is Craston Walcott;
J. Thorton Baston, Dean DeWitt, and
Jere Austin appears as the banker. There
are some pretty interiors and the atmos-
phere of small town life is well sus-
tained.
Doris Delafield, on a vacation at a
fashionable hotel, meets Trainor, a flirt.
She becomes engaged to him and then
learns he has a wife, and that his real
name is DeWitt. Mrs. DeWitt brings
action for divorce and names Doris as
co-respondent. Her friends immediately
shun her and she loses her position as
stenographer in the town bank. After
suffering numerous indignities at the
hands of her relatives she finally goes to
Boston and through the kindness of Jere
Austin, a friend of her father's, she se-
cures a position as social secretary to
Jere's mother. She becomes engaged to
Jere and when she returns home as Mrs.
Austin she compels the respect due her.
The picture excited little interest at a
downtown Chicago theatre where it had
its Western premier.
SPOOKS
(EDUCATIONAL)
A Mermaid comedy directed by Jack
White and Robert Kerr, with Lige Con-
ley the featured player, that rates high
among two-reel laugh-makers. There is
a screamingly funny travesty on the
Smith Bros., the cough drop kings, in
the firsh half, picturing a couple of
bearded gentlemen in the insurance busi-
ness "who make the world cough up."
There is considerable hokum and old-
time stuff in the second half, where Lige
agrees to sleep all night in a wax museum
to win a $100 prize. Burglars break into
the place and carry off the wax figures.
Most of the comedy here hinges on the
superstition of a negro who assists the
burglars. It is good slapstick, well photo-
graphed.
Powell Directing Ayres
Agnes Ayres has started work at the
Lasky studio on her new Paramount
picture by Beulah Marie Dix. "Border-
land" is the title and Paul Powell is di-
recting.
64
EXHIBITORS HERALD
April 22, 1922
Extra Effort
is a characteristic that stamps
every production directed by
VIGNOLA
That is one of the many reasons
why Vigfnola-made pictures
have teen such unusual box-
office successes.
Of "Be auty s Worth," now current, The
New York Evening Telegram said:
"Miss Davies is always charming in light comedy roles
under the direction of Robert G. Vignola as is proved
by 'Beauty s Worth and its recent predecessor 'En-
chantment.
Now at work on — "'When
Knighthood Was in Fl ower, a
Cosmopolitan production star-
ring Miss Davies supported by
a cast of exceptional merit.
Probable length, ten reels.
VIGNOLA
M. P. D. A.
Negative Titles From Type!
USE ANY STYLE OF TYPE
(| We want your title work. Over 40 late type faces to select from.
Not an experiment. Our product has been proven and found A-l in
every respect.
<f We specialize art trailers and furnish all Balaban & Katz Theatres
in Chicago with this service. Nuf ced!
*] It's all done by a U. S. Patent Process, owned and controlled by
5828 Broadway
Chicago. III.
Photo Play Title Co.
Phone
Edgewatcr 0762
J. W. ASTON, Pres.
CHARLES RAY IN
GAS, OIL AND WATER
(FIRST NATIONAL)
A story of the oil fields of Mexico,
of tourists, smugglers, secret
service detectives, bad men, mo-
tor-cycle policemen, and a pretty
girl in distress, all mixed up in
a strange mystery tale. A some-
what different type of story from
the usual run of rural plays in
which Ray has starred. Very
melodramatic, with a confusing
climax. Directed by Charles Ray.
Six reels.
Almost every known device for creat-
ing suspense, action and thrills is em-
ployed in "Gas, Oil and Water," the
story of a youth who runs a gas re-filling
station on the border of Mexico, but who
secretly is a government agent. The
picture lacks much of the homely com-
edy associated with Charles Ray's pro-
ductions and aside from the fact that it
is a different type of story, it is not a
play that will appeal very strongly to
Ray's followers.
The photography is excellent through-
out and there are several long shots,
showing an automobile chase along a
winding country road, that have been
well handled.
The work of the entire cast is pleas-
ing, although the story is too confusing
at times to hold the interest. Besides
Mr. Raj', who appears as George Oliver
Watson, there is Otto Hoffman, as
Henry Jones, a hotel proprietor; Char-
lotte Pierce, as Susie, his daughter; Rob-
ert Grey, as Rush, the villain; William
Carrol as Philip Ashton, and Dick South-
erland as "Beauty" Strang. Whiskers.
Charles Ray's dog, has a comedy role.
Henry Jones runs a hotel near the
Mexican border that is frequented by
tourists. His daughter Susie is attracted
to George Oliver Watson, a young mar-
who has just opened a gasoline statior
across the way. He is a secret servici
man sent there to catch a band of smug
glers who had been operating in tha
section. George watches two guests o
the hotel who seem to be acting suspi
ciously. He watches and finds scvera
others around the place to be in leagw
with them. Working slowly, he finall;
gains sufficient data to impart to th
agents assigned to assist him. The;
trace the smugglers to their hiding plac
and round up the band. Rush, their rim
leader, makes an attempt to escape, an
carries off Susie with him in an automo
bile. George jumps into another ca
and pursues them, leaving instructions t
send word ahead to have the roa
blocked. As the two cars come side b
side, the girl jumps into the one wit
George just as the explosion throw
boulders across the roadway and senc
Rush's car rolling down the embanl
ment.
Charles Ray in a scene from "Gas, Oil ana
Water" (First National)
pril 22, 1922
EXHIBITORS HERALD
65
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 51
There is a grcup of intolerants
broadcasting the claim that mo-
tion pictures are demoralizing the
country. Proof of the fallacy of
this claim is found in the state-
ments of officials that motion pic-
tures have raised the morale among
inmates of penal institutions,
PUBLIC RIGHTS LEAGUE
Anti- Censorship Talk
Broadcasted by Radio
Alert showmen have been quick to respond to tlie advantages offered by
evelopmcnts of the radiophone in broadcasting anti-reform propaganda to
idio fans of the country. Tlie effectiveness of fighting paid destructionists
y this means is apparent when it is understood that hundreds of thousands of
idio sets have been installed in tlie homes of tlie United States. Wherever
pe message is broadcasted, the speaker is certain of a large and attentive
idience.
Only recently George Arliss, star of
nited Artists' "The Ruling Passion."
>oke from the station of the American
adio & Research Corporation at Med-
>rd, Mass. It was estimated by experts
the station that 35,000 radio enthusiasts
ving as far West as Wisconsin listened
Among those 35,000 people the industry
is won many new friends. To have de-
.ered his message to the same people
y any other means would have required
iys of travel. This is a part of the
essage which the star broadcasted:
"It is much better for a growing boy
• grow good through the influence of
s conscience rather than through the
^plication of the birch. The motion pic-
-EORGE ARLISS. star in United Art-
ists' "The Ruling Passion," delivering
anti-censorship message by radio.
ire industry is a growing boy. It is
rowing better and purer every day of
> own volition. If it is let alone it
ill grow to healthy and useful matur-
ity. If it has the life beaten out of it
with the thick stick of censorship it will
become dull and heavy and stupid, with-
out originality and without spontaneity.
"If there could be an ideal censor it
would be a great advantage to the whole
country. But there cannot be. If there
could be an ideal censor of plays, there
could be ideal choosers of plays, and then
we should all make fortunes. The police
intervention is as good as anything I
have heard suggested and I rather think
that the few immodest or indecent enter-
tainments that "get by' may be a salu-
tory stimulant to public morals."
Exhibitor's Wife in
Fight on Censorship
Advocates of a free screen have a
champion in Mrs. James T. Rourke. wife
of a theatre owner at Bridgeprt. Conn.
Recently, Mrs. Rourke talked before the
Connecticut Federation of Parent-Teach-
ers' Association on the subject, "Better
Films and Community Responsibility."
During the course of her talk she said:
"There could be nothing more destruc-
tive than legalized censorship. The very
thought of it is detrimental in every way
to the writers of this country. Legis-
lation has never insured good films, nor
will it ever insure good films. Often it
is but a political ruse for the manipula-
tion of money ard power. Never in the
history' of the motion picture industry
did censorship make a bad film good.
"It is up to every woman of every
This denunciation of censorship
by Thomas Dixon is carried in the
latest issue of the "Official Urban
Movie Chats of the Motion Picture
Theatre Owners of America":
"Censorship is the vilest word in
history. It reeks with the mem-
ories of tyranny and of blood. God
has not yet made the man wise
enough to be clothed with the
autocratic power to strangle hu-
man thought."
community to see that only proper films
are exhibited. These women must ac-
quaint themselves with the companies
which produce the best films — the best
educational films, the best dramas, the
best comedies, and these women must
know where to turn to secure the show-
ing of nothing but the best that can be
obtained."
The industry undoubtedly has new
friends as a result of Mrs. Rourke's ad-
dress. The reformer's stock in trade
is to heap condemnation upon the in-
dustry through informal talks before
various organizations. He strengthens
his forces by this means. Let the in-
dustry adopt his methods for they have
proved effective.
Order Your Slides
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, 111.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
Name
(Write name and address legibly)
Theatre :
Street
I City
I
66
EXHIBITORS HERALD
April 22, 1922
Associated Exhibitors Tops Previous
Records During Brunet Anniversary
Joins Pathe Sales Force in Honoring President's
Fourth Year as Head of Company — Promote
Spirit of Rivalry Among Men
Associated Exhibitors announces that
all previous records for collections were
shattered during March.
As the Associated representatives op-
erate from the various Pathe branch of-
fices throughout the country, it was
deemed fitting that they should join with
the Pathe sales force in honoring Paul
Brunet on the occasion of his fourth an-
niversary as head of Pathe Exchange,
Inc., by a sales drive coincident with the
Brunet Anniversary Month contest.
Work in Harmony
From the first day of the contest, it
was evident that the Associated organiza-
tion was heart ■ and soul behind the
project. Pathe branch managers and
Associated leaders in the various ex-
changes worked in close harmony and
outlined their campaigns together, toward
the end of boosting the showings of their
own organizations and of their individual
exchange city, as a whole.
Not only did the Associated men strive
to outdo each other, but they promoted
a healthy spirit of rivalry between the
Associated and the Pathe men, to see
which organization would produce the
best relative results.
Record Better Business
Making use of "A Sailor-Made Man"
and the other Associated-Harold Lloyd
attractions, as well as the Associated fea-
tures, consistently improving business
was recorded.
Among the features published were:
Florence Vidor's "Woman, Wake Up";
"Don't Doubt Your Wife," with Leah
Baird; "Lady Godiva," and the Pathe
feature, "The Isle of Zorda."
Kane Is Delighted
Arthur S. Kane, president of Asso-
ciated Exhibitors, expresses himself as
highly delighted over the showing of his
organization. "It reflects," says Mr.
Kane, "the deep regard and real admira-
tion which we feel toward Mr. Brunet.
It is a mighty testimonial to his busi-
ness integrity, as it shows, not only the
respect of the Associated organization,
but directly represents the exhibitors' ap-
proval of his policies and principles. It
was the exhibitors who made such an
amazing achievement possible."
"Broken Shadows" Fourth
Second National Feature
Scheduled for Publication
Second National Pictures Corporation
has announced that the title of its fourth
production, adapted from the Charles
Garvice novel, "Nance," is "Broken
Shadows." W. J. Auchterlonie of the
company states that the title was se-
lected because of its aptness and because
of the "Shadows" teaser campaign con-
ducted in the trade publications.
Featured in the picture are Isobel El-
som, Mary Forbes, Ivan Sampson and
James Lindsay. Albert Ward directed.
The scenes are laid in Ireland.
Prof. Davis, superintendent of schools
at Grant, la., will open the school audi-
torium, seating 250, in April for moving
pictures. It is planned to show one night
a week for the present, as this town has
no local theatre.
Yitagraph has published four big spe-
cials within the past few weeks, and
these films, seeming to meet the demands
of exhibitors and public for the bigger
and better picture, are being booked into
most of the biggest theatres in the coun-
try, says a statement from the company.
"Sheik's Wife" in Demand
Demand for "The Sheik's Wife,"
which recently featured the program at
the Mark Strand theatre, Broadway,
New York, has been exceptional, it is
said, and the amount of prints supplied
three of the company's branches has al-
ready been increased over the original
number supplied. Theatres of the very
highest class and capacity have evinced
great interest in the film.
The Tower, Los Angeles, is playing
the film all this week, and the Randolph,
Chicago, will offer it for an extended run
beginning April 29. The Tivoli, Turner
and Dahnken's big San Francisco house,
is now playing the special as the Turner
and Dahnken theatre in Oakland.
Every mail is bringing offers from
showmen in the moderate-sized cities
also, it is stated, who have not been un-
mindful of the picture's success in the
key centers.
"Gypsy Passion" Also Strong
Indications are that "Gypsy Passion,"
the Louis Mercanton special which just
closed a successful week's run at the
Strand, New York, will follow in the
footsteps of "The Sheik's Wife."
Since March 16th, some representative
theatres among the hundreds which have
booked one or the other, in many cases
both, of these specials, arc: Walnut thea-
tre, Louisville; Tower theatre, St. Paul;
Rapf to Begin Work
On Four Productions
Two Wesley Barry Films on
Program for Warner
Distribution
Harry Rapf, the producer of "Why
Girls Leave Home," Gus Edwards'
"School Days," and the latest Vera Gor-
don picture, "Your Best Friend," being
distributed by Warner Brothers, is en
route to the Warner West Coast studios
to produce four forthcoming Rapf pro-
ductions.
Will Film "Main Street"
Mr. Rapf's production schedule in-
cludes "From Rags to Riches," with Wes-
ley Barry, which will be started on oi
about May 1; "Little Heroes of the
Street," also featuring the freckle-facec
star; "Brass," Charles G. Norris' nove
of marriage and divorce, and "Mair
Street," Sinclair Lewis' vivid photo-
graphic novel of small town trials anc
tribulations.
Has Box Office in View
"My future productions, which will bi
distributed by Warner Brothers," saic
Mr. Rapf, "will embrace every quality foi
success. They will be produced not onh
from an artistic standpoint, but primaril;
from a box-office angle. In this respec
the four pictures will contain as much, i
not more, exploitation possibilities thai
is being obtained with the Warner cur
rent attractions."
Loew's Orpheum, Boston; the Empres
theatre, Oklahoma City; Empres:
Akron; Aldine, Philadelphia; Minerv
theatre, Pittsburgh; Lafayette theatn
Buffalo; Pantage's, Toronto; New Wa
ard, Baltimore and the Colonial of Rid
mond.
Ten theatres in the city of Omaha ar
playing "The Sheik's Wife" day an
date, commencing May 18.
Gets Extended Runs
Following the publication of the pag
advertisement in the Saturday Evenii
Post last week of Vitagraph's sped;
"The Prodigal Judge," the company
headquarters have received many n
quests on the Edward Jose special. Th
production enjoyed a successful thn
weeks' run at the Cameo theatre, Broa<
way and 42nd street, New York, ear'
this year; then the general publicatic
date of the picture was set back for tl
rest of the country. The Ziegfeld theat:
in Chicago played it — holding it over fi
a second week's run, as did Poli's Capit
theatre in Hartford. The producers,
is stated, deliberately held back the ge
eral publication in order that exhibito
might get the benefit of its advertisii
campaign and effect tie-ups with it
local newspapers if they desired.
Among theatres who have booked tl
picture are the Strand, Memphis; L
fayctte, New Orleans; New Granai
San Francisco; Plaza, Worcester; Stran
Lowell; Butterfly, Milwaukee; Capit<
Cincinnati, and numerous others.
Another now Vitagraph picture
special calibre which is keeping Vil
yraph's bonkers busy is the Corinnc Gr
fith production, "Island Wives."
Wesley Barry Has
Date With President
"Freckles" Barry, who is at pres-
ent touring the country in connec-
tion with Marshall Neilan's "Pen-
rod," a First National attraction, is
to visit President Harding at the
White House before he returns to
Los Angeles.
Shortly after "Freckles" started
his tour, he wrote a letter to the
President stating that he would "be
in the neighborhood of the White
House" soon and would like to
drop in and say "hello."
In reply to his communication,
the young Neilan star has received
a letter from George B. Christian,
Jr., secretary to the President, stat-
ing that the chief executive will be
glad to meet "Freckles."
The youngster is now studying
up a suitable speech for the oc-
casion.
New Vitagraph Specials Going Into
Big Playhouses Throughout Country
April 22, 1922
EXHIBITORS HERALD
67
Nazimova Answers
Ibsen Critics
Henrik Ibsen, author of "A Doll's
House," did not write for the intel-
lectuals, or so-called highbrows, ac-
cording to Nazimova, star of the
screen version of the play.
The star declares that "every-
thing possible has been done to
convict Ibsen of 'highbrowism'." In
declaring this untrue, she states
that "it never seemed to occur to
anyone that Ibsen was a master
story teller dealing in the material
truth and that his plays were, first
of all, engrossing stories of human
life and impulse."
It is declared that the star's
screen version of the play has done
a great deal in correcting the im-
pression that Ibsen was a so-called
highbrow writer.
R-C Pictures Gets "Starland Revue"
As Addition to Short Film Program
Announces It Will Re-Issue Warner Feature Under
Title "The Sheik of Araby"— Taylor Handles
Publicity for Distributing Company
Exploitation Part of
All Vignola Pictures
Director Injects Publicity
Angles Into Features
He Supervises
One of the many features about Rob-
ert G. Vignola's latest Cosmopolitan
production, "Beauty's Worth," to be
published this month, which will appeal
particularly to exhibitors, is said to be
the exploitation angle which the director
has injected into his production while in
the making.
Follows Usual Plan
| In all of his productions during the
past two years Mr. Vignola has paid
considerable attention to the exploita-
tion values, and in developing the ex-
ploitation angles of "Beauty's Worth"
he has simply followed out his usual
plan.
The basic method behind Mr. Vig-
nola's idea is that where the story itself
has no natural exploitation possibilities
he devises them and makes them a part
of the picture so that they are not ob-
vious. No matter how little opportunity
the story may afford, Mr. Vignola con-
ceives the exploitation ideas and works
them into his scenes and situations.
Has Novel Ideas
In "Beauty's Worth" he is said to have
put several novel ideas which will appeal
to exhibitors who take pride in their
exploitation and who are looking for
something new in the way of stunts and
presentation possibilities. As an ex-
ploitation picture "Beauty's Worth" is de-
clared to be one of the best Mr. Vignola
has made for Cosmopolitan. It is in
accordance with his fixed and definite
policy to help exhibitors in every pos-
sible way to make money with Vignola-
made productions.
A number of announcements of impor-
tance have just been made from the New
York offices of R-C Pictures. Of prime
importance are: Acquisition of "Star-
land Revue;" re-issue of H. B. Warner
feature under title of "The Sheik of
Araby;" appointment of Matthew A.
Taylor to handle company's publicity;
announcement of publication date of first
Ht Mayer Travelaugh.
"Starland Revue," a single reel novelty
giving theatregoers intimate studies of
studio life, will be published every second
week beginning on April 30. Jack Cohn
is producing the short subject. R-C an-
nounces that this subject is more than a
filler and may be exploited as a definite
attraction.
Will Effect Tie-up
In announcing the re-issue of the H. B.
Warner feature, "The Man Who Turned
White," under the title of "The Sheik of
Araby," R-C calls attention to the exploi-
tation possibilities offered. A tieup will
be arranged with Watterson, Berlin &
Snyder, publishers of the popular song of
the same name, which has been enjoying
wide popularity.
May 15 has been set as the publication
date on the picture.
Mr. Taylor, who has had considerable
experience in motion picture editorial
work, will direct the publicity department
under the supervision of Nat Rothstein,
director of publicity and advertising.
Fifteen in Series
Following announcement made last
week that R-C would distribute Hy
Mayer's Travelaughs, it is now stated
that fifteen subjects will comprise this
Ayer Named Manager of
San Francisco Coliseum
E. Nick Ayer. prominent exploitation
man, has resigned as house manager of
the new Granada theatre in San Fran-
cisco to assume the managership of the
Coliseum, which formerly was one of the
Paramount theatres on the Coast. Louis
W. McDermott succeeds Ayer at the
Granada.
cartoon series. The first subject will be
issued on April 23. Travelaughs will al-
ternate with "Starland Revue."
A new feature, "The Midnight Call," is
nearing completion on the West Coast.
This Emory Johnson production which
R-C will distribute has an all-star cast,
including John Walker, Ella Hall, Claire
McDowell and Ralph Lewis. R-C is
planning an extensive campaign for ex-
porting this production which is de-
scribed as "a picture with a real human
theme."
R-C pictures are being given first run
presentations in Kansas City at Sam
Harding's houses. Mr. Harding is play-
ing R-C pictures for three weeks straight
in his theatres.
"Genuine Thrills" in New
Edwin Carewe Production
C. C. Burr, president of Affiliated Dis-
tributors, Inc., received the following
telegram from Lester Scott, special sales
representative of the organization, re-
garding Edwin Carewe's special just
screened, "I Am the Law."
"My judgment is that picture is beau-
tifully photographed, excellently acted,
well directed, intense melodrama, ex-
tremely gripping, with several genuine
thrills. Will thoroughly please audience
and satisfy the most critical. Carewe is
leaving Monday with sample print. Do-
mestic negative completely matched,
footage about 6,600 feet. Don't advise
cutting, as it holds interest throughout.
Let's go."
Fox Company Arrives in Jerusalem
For Production of King David Story
Announcement has been received of
the arrival in Jerusalem of the Fox ex-
pedition which will begin filming of a
big production based on the Old Testa-
ment story of King David. One of the
big scenes in the picture, it is stated,
will be the fight between David and
Goliath, which will be staged a few miles
north of Jerusalem. Thousands of Jeru-
salem inhabitants will be used in the
production.
J. Gordon Edwards in Charge
This will be one of the first times that
a production of any magnitude has been
filmed in the Holy Land, which aside
from its appropriateness as a background
for Biblical stories, is said to rival Holly-
wood, Calif., in natural beauty and in
the clarity of its atmosphere.
The expedition is in charge of Director
T. Gordon Edwards, who recently fin-
ished work in Italy on the gigantic pro-
duction "Nero." For the picture made
in Italy, and for the one now being
filmed in the Holy Land, the Fox or-
ganization engaged the services of some
of the most distinguished foreign play-
ers. While both casts are international.
the direction and the technical work on
both pictures is entirely American.
Fox Film Corporation announces April
30 as the publication date foi "Shackles
of Gold," the latest William Farnum
production. The photoplay is based
upon Henri Bernstein's drama. The cast
of the picture includes Myrta Bonillas as
feminine lead. Marie Shotwell, Al Lor-
ing. Wallace Ray, C. Elliott Griffin and
Eileen Cassity.
Gilbert Picture Issued
"Arabian Love," John Gilbert's latest
vehicle for Fox, was published April 9.
The production was made under the
working title "In the Land of Beginning
Again," and was directed by Jerome
Storm at the West Coast studios. The
story and scenario were written by Jules
Furthman.
The photoplay is a drama of the great
Sahara, in which Gilbert essays the role
of a young American who joins an out-
law band of a desert sheik. A series of
romantic episodes follow in which he
saves the life and honor of a white
woman whom the band had kidnapped
during a raid upon a caravan. The pic-
ture is characterized, it is said, by im-
pressive desert scenes, and has an ex-
cellent cast, including stlch players as
Barbara Bedford, the leading woman;
Barbara Le Mar. Herschel Mayall, Rob-
ert Kortman. and William A. Orlamond.
68
EXHIBITORS HERALD
April 22, 1922
Arrow Product to Be Handled by
Arthur C. Bromberg in the South
Acquires Diversified Lot of Arrow Publications for
States of Louisiana and Mississippi — Company
Announces Sales to Foreign Lands
A deal has been consummated between
Arrow Film Corporation and Arthur C.
Bromberg Attractions whereby the latter
will handle a number of Arrow publica-
tions in Louisiana and Mississippi.
Under the terms of the contract, the
following productions are covered in the
transaction: 26 Sport Pictorials, 52 Ar-
row comedies, "Nan of the North," 10
productions leaturing Jack Hoxie, 4 pro-
ductions starring Neva Gerber, 2 pro-
ductions featuring Grace Davidson, "The
Deceiver," with Jean Hersholt; "The
Stranger in Canyon Valley," featuring
Edythe Sterling, and four Peter B. Kyne
productions.
Jack Eaton Supervises
The twenty-six Sport Pictorials were
produced by Town & Country Films,
under the supervision of Jack Eaton.
Grantland Rice, widely read sporting
writer, was largely responsible for their
titling and editing. The fifty-two Arrow
comedies represent the following well
known brands: Mirthquake comedies,
Cruelywed comedies, Broadway comedies
and Speed comedies.
"Nan of the North," it is stated, has
proved a popular attraction in various
parts of the country, as have the Jack
Hoxie productions which were produced
by Ben Wilson. Mr. Hoxie's recent
cross-country tour has increased his num-
erous screen followers, it is said.
Gets Western Picture
The four Neva Gerber productions, also
from the studios of Ben Wilson, are
characterized as clean, worthwhile enter-
tainment. "The Deceiver" is said to be
a strong story of the North woods, while
"The Stranger in Canyon Valley" is a
Western tale.
The two of the Peter B. Kyne stories
which have been published thus far are
"A Motion to Adjourn" and "Back to
Yellow Jacket."
Bromberg Makes Statement
Commenting on the transaction, Mr.
Bromberg said:
"Having studied and analyzed the state
right market for several months, I am
thoroughly sold on the fact that Arrow
is offering a. better and more consistently
high-grade program than any other or-
ganization on the open market. I am
sold as well on the co-operation which
Arrow is known to give to various dis-
tributors."
D. J. Mountain, manager of Arrow's
foreign department, announces that he
has disposed of a series of Hank Mann
two-reel comedies for Scandinavia to
Himalaya Film Company. Other foreign
sales are "Cyclone Bliss," "Devil Dog
Dawson," "The Broken Spur" for France
to Mundus Film, and in addition to the
two first named pictures, "The Blue Fox"
serial and "The Stranger in Canyon Val-
ley" to the same firm for Belgium. "A
Yankee Go-Getter" has also been sold to
Mundus Film for Holland in conjunc-
tion with "Cyclone Bliss" and "The Blue
Fox" serial.
Announcement is made of the comple-
tion of a third Curwood-Arrow produc-
tion by Dell Henderson to be published
May 1.
"St. Ilario" Chosen as
Initial Photodrama of
Ultra Film Go. in Italy
Articles of incorporation have been
filed in Albany by Shipman-Luporini to
represent pictures made in Italy under
American technical supervision by Ultra
Film Company. "St. Ilario," the first of
a series of stories by F. Marion Craw-
ford, will be the initial production of
the company.
Kenneth O'Hara, for four years asso-
ciated with Thomas H. Ince, has been
made continuity writer. Henry Kolker
will direct "Saint Ilario."
Ultra Film Company is composed of
Fr. Francis Stame and his brother, Gino
Stame. Mario Luporini, who is in charge
of the office of Luporini Brothers
Italy, is expected in New York soon.
Eugene O'Brien May Make
One More Selznick Pictur
While Eugene O'Brien's contract wit
Selznick has been terminated by mutua
consent, it is declared likely that the st
will appear in one more picture to b
made on the West Coast before he r
turns to the stage for his future activitie
Big Pictures to Be Lesser Policy
On Film Production in the Future
"Oliver Twist," starring Jackie Coogan,
will be the first of a series of bigger and
better pictures which will be the aim of
Sol Lesser and his associates in the fu-
ture. In a statement of his plans for
future productions, Mr. Lesser says:
"I sincerely want to give to the screen
something really worth while in picture
productions. The industry is in dire need
of big products, and 'Oliver Twist' will
be the first of a series that my associates
and myself plan to give the public. I
would like to give the exhibitor a super-
production at least once a year — a big
story, big cast, big star; big in every
sense of the word.
Has Aid of Coogan, Sr.
"It is my plan to create a most thor-
ough organization in carrying out my
ideals for big cinema productions. In
reference to the Jackie Coogan produc-
tions, we have the assistance of Jack
Coogan, Sr., for years in show business
and one who probably is as well versed
with the art of showmanship as anybody
in the game today.
Cites Lesser's Rise
Sol Lesser started his film career in,
San Francisco as the head of the Golden
Gate Film Exchange. Later he organized
the All Star Feature Distributors. He
was regarded as one of the biggest state
right buyers in the industry. He had
twenty-eight states alone for "Hearts ol
the World" and controlled the world''
rights to Mack Sennett's "Yankee DoodU
in Berlin" and the Sennett Bathing Girls
Several years since, he went to Lo;
Angeles, formed a combination wit!
Adolph Ramish, A. L. Gore and Michae
Gore, and these men bought theatre aftei
theatre until their chain now exceed;
fifty houses — all within a short distano
of Los Angeles and regarded as one o
the strongest circuits of motion pictun
theatres in the country today.
THE
BURTON HOLMES LABORATORY
IS UNDER THE PERSONAL DIRECTION OF
OSCAR B. DEPUE
HE HAS BEEN WITH BURTON HOLMES FOR 30 YEARS
AS FELLOW-TRAVELER CINEMATOGRAPHER AND LABORATORY MANAGER
HE WILL GIVE YOUR WORK HIS PERSONAL ATTENTION AT 7510 N. ASHLAND AVE., CHICAGO
\pril 22, 1922
EXHIBITORS HERALD
69
Fox Completes Its Big Production
Of "Nero" at Its Studios in Italy
3icture Declared by Company Executives to Be One
of the Most Stupendous of Photoplays—
Directed by J. Gordon Edwards
Facts about the new William Fox pro-
luction "Nero" recently completed in
taly, about which little has heretofore
>een announced, are contained in a state-
nent issued by Fox Film Corporation.
The film is declared by Fox officials to
it one of the most stupendous photoplays
iroduced.
Most of the scenes in the picture were
>hotographed in Rome and its vicinity.
\n entire city, it is stated, was built on
he outskirts of Rome and destroyed in
he filming of a big scene.
Has International Cast
The cast of "Xero," made public for
:he first time, is international in repre-
.entation. It includes American, French,
Russian and Italian motion picture actors
md actresses, as well as several members
if noble Italian and Russian families who
lever acted for the screen before.
Jacques Gretillat of the Theatre Odeon
)lays the role of Nero, and is said to be
jne of the most popular actors in France.
During the war Gretillat served for three
•ears at the front, was wounded eight
imes, and was on several occasions dec-
)rated by the French Government for
jravery.
Paulette Duval, considered by many to
oe "the most beautiful woman in France,"
las one of the leading roles. The Ameri-
can screen is represented in the cast by
v'iolet Mersereau.
Edy Darclea heads the long list of
irominent Italian screen stars in "Nero."
5he is of Italian-American stock and
before entering motion pictures had stud-
ed for grand opera and had already
nade an auspicious beginning on the
jperatic stage, when she decided to adopt
i screen career.
Directed by J. Gordon Edwards
Alexander Salvini, who has a very
>rominent role in the picture, is a mem-
ber of the famous Salvini family. He i.-
he son of the famous Gustav Salvini and
i grandson of the noted Tommasco Sal-
• ini, and is himself well known both on
-he legitimate stage and in pictures.
, The remainder of the cast of "Nero"
ncludes Guido Trento, Enzo De Felice,
Nero Bernardi. Adolfo Trouche, Nello
Carotenuto. Alfredo Galaor, Lydia
Vaguinto, Mimi Tallywich, Fluvia Ade-
Tian, Mary Stella, Ester Raffi, Fernando
Cecilia, Enrico Kant, Tity Tallywich,
Claretta Cespri, Michele Di Salvo, Amc-
deo Trouche, Aldo Fortunato, Lina
Bekisano, Lina Troppodo, Julia Trop-
podo, Dalvati Aldemiro and others.
The Fox forces in Italy were in com-
mand of J. Gordon Edwards, dean of the
Fox directors, who has made many pro-
ductions for the organization, including
Queen of Sheba" and other big spec-
tacles, and who is now in the Holy Land
r^uW^rk on a sPectacle founded on the
Uld Testament story of King David.
Story by Virginia Tracy
Miss Virginia Tracy, who wrote the
story of "Queen of Sheba," also wrote
the story of "Nero."
The expedition was under the general
supervision of Abraham Carlos, for
many years representative of the Fox or-
|ani.zation on the continent. John D.
eraddon was technical director, assisted
by a staff of American and Italian archi-
tects, artists and sculptors.
Twenty-six cameramen, headed by
Harry Plimpton, were used in filming the
more than 125,000 feet of exposed film
before the production was completed. It
is stated that 05,000 people actually took
part in some of the scenes.
Difficulties Are Encountered
Numerous difficulties were encountered
in the course of the making of the film.
These included everything from securing
permission from the Italian government
to photograph certain historic structures
and scenes, to riots incited by disgruntled
workmen who had failed to obtain em-
ployment with "the rich Americans." So
serious did one of these riots become, it
is stated, that both police and mounted
troops were called out to suppress it, and
a detachment of troops was thrown about
the American Embassy to prevent an ad-
ditional demonstration.
With the majority of Italians, how-
ever, the Americans were highly popular.
Not only did they spend huge sums of
money, but they gave employment to
thousands at a time when unemployment
was a serious menace to the national wel-
fare.
Demand for Comedy
Grows, Says Friend
Cites Reports of Distinctive
Productions on Arliss'
"Ruling Passion"
That the public demand for screen
comedy is keener today than ever is in-
dicated in box office reports from all sec-
tions of the country now in possession of
Distinctive Productions. The reports
cover the second George Arliss produc-
tion, "The Ruling Passion," which has a
marked comedy vein. According to Ar-
thur S. Friend "these returns show the
world wants to laugh today as it never
did before in its history."
Does Top Business
A west coast report from San Fran-
cisco states the new Arliss comedy played
at the Granada theatre last week to $24,-
000, which it alleges to be the top busi-
ness done in that city in a week that
witnessed the simultaneous presentation
ot "Foolish Wives," "The Four Horse-
men," "Penrod" and "A Sailor Made
Man."
Favorable Reports in East
From the east, Mr. Friend has Boston
reports that indicate the extraordinary
business done by the Boston theatre, con-
trolled by the Keith interests. According
to the same distinctive data, the record
for 1922 at the new Aldine theatre, Phila-
delphia, was established by the Arliss
production.
DID YOU GET YOURS?
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Fuses for motion picture house protection, progres-
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sign attached coupon and a sample of the fuse and full
information will be promptly forwarded for your attention.
SIMPLICITY REFILLABLE FUSES
for the protection of
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70
EXHIBITORS HERALD
■ I
April 22, 1922
MAX WINTROUP (second from right) and his office crew at the Fontenelle Feature
Film Company exchange at Omaha, Neb. This is said to be the oldest exchange
in Omaha.
Universal Has Big
Program Under Way
Numerous Units Working on
Forthcoming Productions
at West Coast Plant
Many of the screen's leading players
are working at Universal City, playing
roles in forthcoming productions — the
most ambitious program ever undertaken
by the company. "Under Two Flags,"
which stars Priscilla Dean is being di-
rected by Tod Browning. James Kirk-
wood has been engaged to play the lead-
ing male role. John Davidson, Stuart
Holmes, Sydney Franklin and W. H.
Bainbridge have also been chosen.
Mayo in New Film
Supporting Frank Mayo in "Out of the
Silent North," directed by William Wor-
thington, are Barbara Bedford, Lionel
Belmore, Frank Leigh, Harris Gordon
and others.
In "Her Night of Nights" Marie Pre-
vost is being accompanied by Edward
Hearne, Hal Cooley, James Starr and
others under Hobart Henley's direction
Supporting Harry Myers in "The Ad-
ventures of Robinson Crusoe" are Ger-
trude Olmstead, Gertrude Claire, Noble
Johnson, Josef Swickard, Margaret Liv-
ingston, Emmett King and other feature
class players.
Prepare for Specials
Virginia Valli, one of the screen's real
beauties, is Herbert Rawlinson's leading
lady in "The Black Bag," a mystery
story by Louis Joseph Vance.
For three big Universal-Jewel spe-
cials, "The Flirt" by Booth Tarkington,
"The Suburban," by Charles T. Dazey,
and the story Erich von Stroheim will
use, the casting lists are being carefully
studied in advance.
More Century Comedies
Booked by Sid Grauman
That a good comedy on the bill often
draws as big an audience as the feature,
is the belief of Sid Grauman. After hav-
ing played "Chums," the Century com-
edy starring Baby Peggy and "Mutts,"
also featuring the little star. Grauman has
booked Lee Moran's latest publication,
"Henpecked" and "Some Class," a Cen-
tury comedy with Brownie the Wonder
Dog.
C. E. Bunce, formerly of Milwaukee,
has opened the new Fulco-Schaffer Sales
Company branch at 3301 Olive St., St.
Louis, Mo. This company controls the
exclusive rights on Powers Machines in
the Missouri territory. Mr. Bunce just
completed equipping the Skouras Broth-
ers' New Grand Central with a set of
High Intensity Arc Lamps and Powers
Special Machines. In keeping with the
Fulco-Schaffer policy of lending every
aid to the exhibitor in solving his pro-
jection problems, H. C. Stiff will assist
Mr. Bunce as consulting engineer.
Lewis J. Mencers is busy consulting
plans for his new 800-seat house at 25th
and State streets, E. St. Louis, 111.
Ground will be broken in April. Lewis
states the house will be strictly fireproof
and will embody the latest improvements.
Barney Rosenthal, local manager of
Universal office, is very optimistic. Bar-
ney states that business is certainly pick-
ing up. The following are members of
Big U selling staff : Chester Stewart, J.
H. Sarfaty, Lewis Stahl, Milton Gold-
baum, N. E. Steinberg and Miss Bessie
Schulter, Booker.
* * *
The Empress Theatre, St. Louis, will
change its policy and play pictures only
in a few weeks, so E. H. Burnt, man-
ager of the local R. & C. office advises
us. His "Beyond the Rainbow" goes into
this house April 22 for an indefinite run.
V. A. Fuller, E. L. Hammerstein and C.
L. Hickman are chasing contracts for
R. C.
* * *
Fox's local exchange will move into
their new building at 3335 Olive street,
about May 1. G. E. McKean, the man-
ager, has been around several exchange
centers and one of the innovations that
will be installed is a meeting and rest-
room for exhibitors. Mr. McKean ad-
vises us that he has engaged the services
of Miss G. E. Edwards, secretary of the
Visual Library Association to exploit in
the local schools "Connecticut Yankee."
Fox salesmen for this territory: James
Greigg, G. A. Wagner, F. B. Tishinger,
L. V. Stephens, Walter Light and C. W.
McKean, assistant manager.
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vpril 22, 1922 EXHIBITORS HERALD 71
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIII Illlllllllllllllllllllllllllll illllllllllllllllllllllllllllHIIllllllHll nine
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72
EXHIBITORS HERALD
April 22, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
Repeats His Challenge
CONROE, TEXAS— To the Editor:
My challenge still holds good. I reit-
erate my statement "Exhibitor's Herald
is to exhibitors what water is to a fish."
This challenge is six months old, now.
Some exhibitors should try to define it
better and in fewer words. — Elbert I.
Conroe, manager, Conroe's Playhouse,
Conroe, Texas.
A Notable Step Forward
SALMON, IDAHO— To the Editor:
Allow me to congratulate you on your
first edition of the Box Office Record.
It is there! It is a distinct success, the
best in fact on the market and it is a
notable step forward in solving the book-
ing-good-pictures problem.
The day after your book arrived, two
salesmen called on me and endeavored
to sell me their complete output. I
looked up every picture of their's listed
in this little book and accepted or re-
jected their proposed releases according
to the good or bad comments contained
therein.
It is a fine workable plan and I for one
am delighted with its adoption. — Phil
Rand, manager, Rex theatre, Salmon,
Idaho.
More Hearty Thanks
EVART, MICH. — To the Editor:
Kindly accept my hearty thanks for the
Box Office Record you have compiled as
a money making guide to exhibitors. Its
worth in dollars cannot be estimated. —
Thomas Deacey, manager, Lyric theatre,
Evart, Mich.
Fish Beginning to Bite
MARIETTA, PA.—To the Editor:
While times were creamy, I ran every
night at a profit (my town has 1,700 pop-
ulation). I tried mighty hard to continue
doing so until recently when I decided to
run only four nights each week and make
Wednesday and Thursday super-special
nights.
"Ten Nights in a Barroom," "The
Sheik," and "The Old Nest," etc., are
within my reach as I have reduced my
weekly film rental by eliminating two
nights. My patrons are better satisfied,
as they are getting better shows and I
am financially ahead and can go fishing
when closed, which is not to be "sneezed
at." Small town men should try this. —
S. A. Acri, Acri theatre, Marietta, Pa.
and lose money for himself? No doubt
many exhibitors have asked themselves
this question several times but kept right
on to their sorrow.
We have cut out all nights that were
not paying and are now playing one pic-
ture a week. This would oe kind of hard
on the exchanges if all exhibitors would
cut down to only running their paying
days, yet I believe it is about the only
way that exhibitors can make the ex-
changes listen to them. Exchanges, al-
though filling trade papers with offers of
lower rentals, are, in many cases, doing
just the opposite and advancing them.
We are also saving our coal bill ex-
pense this winter by taking the patrons
in the booth with us to see the picture
and letting the arc furnish the heat. — J.
L. Meyers, Liberty theatre, Ivesdale, 111.
STATEMENT OF THE OWNERSHIP, MAN-
AGEMENT, CIRCULATION, ETC.. RE-
QUIRED BY THE ACT OF CON-
GRESS OF AUGUST 24, 1912,
Chi-
Cuts Down Coal Bill
IVESDALE, ILL.— To the Editor:
Why should the small exhibitor keep
right on making money for the exchange
Of Exhibitors Herald, published weekly at
cago, 111., for April 1, 1922.
State of Illinois, )
County of Cook, ]
Before me, a Notary Public, in and for the state
and county aforesaid, personally appeared Martin
J. Quigley, who, having been duly sworn according
to law, deposes and says that he is the editor and
publisher of the Exhibitors Herald, and that the
following is, to the best of his knowledge and
belief, a true statement of the ownership, manage-
ment (and if a daily paper, the circulation), etc.,
of the aforesaid publication for the date shown in
the above caption, required by the Act of August
24, 1912, embodied in section 443, Postal Laws and
Regulations, printed on the reverse of this form,
to-wit:
1. That the names and addresses of the pub-
lisher, editor, managing editor, and business man-
agers are:
Publisher — Martin J. Quigley, 417 S. Dearborn
Street.
Editor — Martin J. Quigley, 417 S. Dearborn
Street.
Managing Editor— E. S. Clifford, 417 S. Dear-
born Street.
Business Managers — James Beecroft, J. S. Mac
Henry, George Clifford, 417 S. Dearborn Street.
2. That the owners are: (Give names and ad-
dresses of individual owners, or, if a corporation,
give its name and the names and addresses of
stockholders owning or holding 1 per cent or more
of the total amount of stock.)
Exhibitors Herald Company, 417 S. Dearborn
Street.
Martin J. Quigley, 417 S. Dearborn Street.
3. That the known bondholders, mortgagees,
and other security holders owning or holding 1
per cent or more of total amount of bonds, mort-
gages, or other securities are: (If there are none,
so state.) — None.
4. That the two paragraphs next above, giving
the names of the owners, stockholders, and security
holders, if any, contain not only the list of stock-
holders and security holders as they appear upon
the books of the company but also, in cases where
the stockholder or security holder appears upon
the books of the company as trustee or in any
other fiduciary relation, the name of the person
or corporation for whom such trustee is acting, is
given; also that the said two paragraphs contain
statements embracing affiant's full knowledge and
belief as to the circumstances and conditions under
which stockholders and security holders who do
not appear upon the books of the company as
trustees, hold stock and securities in a capacity
other than that of a bona fide owner; and this
affiant has no reason to believe that any other
person, association, or corporation has any interest
direct or indirect in the said stock, bonds, or other
securities than as so stated by him.
6. That the average number of copies of each
issue of this publication sold or distributed through
the mails or otherwise, to paid subscribers during
the six months preceding the date shown above is.
(This information is required from daily publica-
tions only.)
Martin J. Quigley.
Sworn to and subscribed before me this 28th
day of March, 1922.
James P. Prendercast.
Notary Public.
(My commission expires February 8, 1925.)
r-ILM LAUGHS FROM
TOPICS THE
SELECTED BY
TIMELY FILMS INC.
She (icily) — I wonder where all the
men who can dance are. He (feeling his
sore foot) — In dancing with the girls that
can dance, I guess.— AT. Y. Univ. Medley.
*
She — I wonder why they put cornmeal
on the floor when they dance? He — Oh,
that's to make the chickens feel at home.
— The Leatherneck.
*
He (at any dance) — I think Jim is try-
ing to shake his girl. — She — I think Jim
is succeeding. — McKecsport (Pa.) News.
*
He — I could dance on like this forever.
She — Oh, I'm sure you don't mean it!
You're bound to improve. — Pearson's
Weekly.
*
Gushing Girlie — I believe I've dawnced
with you before, haven't I? Her Victim
■ — I dunno, if you have why don't you do
it now? — Vaudeville News.
*
Two would-be "dizzies" were revolv-
ing about on the dance floor. May— I
know something you don't know. Ray—
What's that? May — You're on my foot.
— "Topics of the Day" Fihns.
*
Wiggs — That girl's a miser when she
dances. Higgs — Huh ? Wiggs — Yeh,
pretty close. — California Pelican.
*
Mildred — I overheard that dear young
man telling you I danced like a zephyr
Ruth — Zephyr? He said heifer.— Dane.
Review.
*
Rastus (at the dance) — Mandy, is youi.
program full? Mandy — Lawdy, no, i
takes mo' dan two sandwiches an' a cuj
of tea to fill ma program. — The Owl.
"Vermilion Pencil"
Popular in New York
Territory, Says R-(
An unusual number of bookings hav
greeted "The Vermillion Pencil,'' Scssu
Hayakawa's latest production for R-C say
the company. In the New York territor
especialy has this production been hailed b
exhibitors as a thrilling film which afford
the star the best opportunities he has ha
in some time.
The feature has already been shown ;
B. S. Moss' Broadway theatre where
enjoyed a week's run to big business,
has been booked in the entire Keith circu
and within the next few weeks will pin
in practically all of the first run houses i
greater New York and vicinity.
The special feature of "The Vcrmilic
Pencil," announces R-C Pictures, is the sti
pendous effects which mark the clima
These scenes show a volcano in eruptii
which destroys an entire city that lies
the base of the mountain.
Like-
¥"\TO| TO A lVT/^TT N° exhibitor hesitates to insure his theatre against possible fire loss.
lllOUl\/\l lV/Li wise, no exhibitor should hesitate to insure his business against destruction
by the reformers. The PUBLIC RIGHTS LEAGUE is supplying gratis a series of propaganda slides.
Slides will be forwarded immediately upon receipt of order blank published on page 65.
Vpril 22, 1922 EXHIBITORS HERALD 73
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this department.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me." EXHIBITORS HERALD. 417 S. Dearborn St. Chicago.
Associated Exhibitors
Woman, Wake Up, with Florence Vi-
or. — Excellent picture. Put on with av-
rage advertising, picture enjoyed good
usiness. — William Noble, Criterion the-
tre, Oklahoma City, Okla. — General pat-
onage.
The Hills of Missing Men, with J. P.
IcGowan. — A crackerjack Western mys-
;ry program picture. Fine scenery, elab-
rate settings, good photography. No
usiness, account I ran it with serial
.hich is dead, dead, dead! No more
erials for me. — P. G. Vaughan, Royal
leatre, Lee's Summit, Mo. — Neighbor-
ood patronage.
The Road To London, with Bryant
Vashburn. — This will make a good in-
;resting travelogue for a geography
lass. Taken in and around London, the
oints of interest are splendid, but as an
vening's entertainment to charge a quar-
;r for, it isn't there. — A. N. Miles, Emi-
ence theatre, Eminence, Ky. — Small
awn patronage.
Across the Divide, with J. P. McGowan.
-A good picture. — G. L. Deady, Palace
neatre, North Rose, N. Y. — Neighbor-
ed patronage.
Reckless Chances, with a special cast.
-If your patrons like lots of action, you
an give them this one. — Peter Krauth,
)pera House, Denison, la. — Neighbor-
ood patronage.
First National
Star Dust, with Hope Hampton. — A
icture that builds from the beginning
nd sustains interest. Some pretty far-
2tched spots, where the husband throws
he wife to floor, etc. However, the most
f the production was up to First National
tandard and Hope Hampton shows
reat improvement. — W. H. Brenner,
'ozy theatre, Winchester, Ind. — Neigh-
orhood patronage.
HAIL THE WOMAN, a Thomas
H. Ince Production. — One of the
most powerful sermons ever put on
the screen. If there are any better
pictures than this one I have never
seen them. Mr. Ince, I salute you!
Also Florence Vidor, Theodore
Roberts, Tully Marshall, Lloyd
Hughes, Madge Bellamy, et al.
This feature ought to be good
enough for the reformers, but God
only knows the workings of such
minds. If your patrons don't like
this one you won't need to give
them chloroform as they are al-
ready too dead for it to have any
effect.— Wm. H. Creal, Suburban
theatre, Omaha, Neb.
The Barnstormer, with Charles Ray. —
>ood attraction. One that was appreci-
ted by large audiences. — William Noble,
impress theatre, Oklahoma City, Okla.—
■oneral patronage.
The Cave Girl, with a special cast. —
The scenery in this picture is fine, but
can't say much for the story. Did not
appeal to our patrons. — R. O. Pepper,
iBide-A-Wee theatre, St. Croix Falls, Wis.
— General patronage.
The Sign On The Door, with Norma
Talmadge. — Really the best Norma Tal-
madge we have had. She is well cast and
her support is the best. Story is there
and should make a big hit where Norma
is liked. — Ben L. Morris, Temple theatre,
Bellaire, O. — General patronage.
Wife Against Wife, with a special cast.
— Not big, but a well produced picture
that gave good satisfaction. — Raymond
Gear, Mayflower theatre, Florence, Kan.
— General patronage.
Serenade, with George Walsh. — In re-
gard to Serenade, I agree with my pa-
trons. It's good enough to be shown
in Mexico and here in the U. S. A. should
be kept in the safe forever. I disappointed
a fine audience with it. Put this one on
the poorest day that you have in the
week, if you must run it. If you don't
have to run it, stay as far away as pos-
sible.— R. Navary, Liberty theatre, Ve-
rona, Pa. — Neighborhood patronage.
The Child Thou Gavest Me, with a spe-
cial cast. — How can anyone say anything
but good of this picture? I wish to add
my approval to the long list I have read
in this publication. — Wm. H. Creal, Sub-
urban theatre. Omaha, Neb. — Neighbor-
hood patronage.
Woman's Place, with Constance Tal-
ihi ii ii« n hi if 11 itn in i ti i ■ i ii mi it tun • i it iui m 11 ■) i ■ in i in ii 11 in ninunBasaananajnHgnu0MnauHinutfeB
I The Same to |
| You, And to |
Each of You
Oh, Boy! Thank you for |
| the Box Office Record. It's |
| just the greatest little book |
| ever thought of for the exhibi- [
| tor.
I can hardly imagine having j
| "What The Picture Did For j
1 Me" from the "Exhibitors Her- §
I aid" all done up by itself in j
| book form. You know there is j
| nothing like this department. j
It's just simply wonderful, [
j and I thank you.
| Best wishes and regards,
G. A. REA,
Forum-Orpheum theatres, 1
Hillsboro, O.
-",iiiliiliiiili!liiiiilHi:iiiiiilii!ii:ilil!tlillil!llillliHin
madge. — Highly entertaining comedy,
well patronized. — Chas. Born, Elks the-
atre, Prescott, Ariz. — General patronage.
R. S. V. P., with Charles Ray.— Ray
isn't improving his pictures any. This
one just average. — Raymond Gear, May-
flower theatre, Florence, Kan. — General
patronage.
Tola'ble David, with Richard Barthel-
mess. — A good one for any audience after
the first two reels. Your patrons won't
touch the backs of their seats again. —
Gustine and Roush, Princess theatre,
Lewistown, 111. — Neighborhood patron-
age.
MOLLY O, with Mabel Nor-
mand. — We knocked 'em over on
this picture. Came close to the
box office record on the first day for
amount of cash taken in in a single
day. We also used two little girls,
who sang the song bearing the
same title. Brothers, if you will
put forth your best efforts I believe
you will succeed in bringing the
people out to see your show. The
most of them have the money now,
but require some coaxing. — Wm. H.
Creal, Suburban theatre, Omaha,
Neb.
The Woman Gives, with Norma Tal-
madge.— Excellent. Pleased good busi-
ness.— William Noble, Lyric theatre, Ok-
lahoma City, Okla. — General patronage.
Bits of Life, a Marshall Neilan produc-
tion.— Not at all satisfactory as a Neilan
production. Did not seem to appeal nor
draw. — Chas. Born, Elks theatre, Pres-
cott, Ariz. — General patronage.
The River's End, a Marshall Neilan
production. — Picture pleases 100 percent.
A picture you can take pleasure in boost-
ing and recommending. Made me money.
— L. H. Gerrard, Gem theatre, Spur, Tex.
— Neighborhood patronage.
Courage, with a special cast. — This is
a very good picture. Title will not draw,
but sure to please. Book it. — R. O. Pep-
per, Bide-A-Wee theatre, St. Croix Falls,
Wis. — General patronage.
The Girl In The Taxi, with Mr. and
Mrs. Carter DeHaven. — If the lighter
type of comedy dramas go with you, get
this one and tell them what it is. It
will please. Stars are good, the story
alive and the support and settings first
class. — Ben. L. Morris, Temple theatre,
Bellaire, O. — General patronage.
Sowing The Wind, with Anita Stew-
art.— Good picture. Patrons liked it very
well, but said it was too long. — A. S.
Carlos, Bijou theatre, Jeanerette, La. —
Neighborhood patronage.
Don't Ever Marry, a Marshall Neilan
production. — A little bit old, although we
played this as a special at advanced ad-
mission. Book it and boost it. — O. L.
Dowell, Electric theatre, Eldon, Mo. —
Neighborhood patronage.
Go and Get It, a Marshall Neilan pro-
duction.— An extra good feature, a news-
74
EXHIBITORS HERALD
April 22, 1922
WILLIAM DUNCAN in a dramatic scene from "The Silent Vow," a current Vita-
graph production in which Edith Johnson is co-starred.
paper story. One newspaper trying to
put the other out of business. A great
detective story in connection with this
same story. Pleased 100 percent. — J. F.
Spangler, Globe theatre, Beaver, Okla. —
General patronage.
Dinty, Marshall Neilan production. —
So much good has been said about this
picture that we can only add that we
have not enough pictures of this type.
The kind which it is a pleasure to run.
— John W. Siebrand, New Grand the-
atre, Northwood, N. Dak. — Neighborhood
patronage.
Mama's Affair, with Constance Tal-
madge. — This is good. Seemed to please.
— R. O. Pepper, Bide-A-Wee theatre,
St. Croix Falls, Wis. — General patronage.
Home Talent, a Mack Sennett produc-
tion.— One of the big Sennett comedies
that are so hard to place on a regular
program. Ran a "tab" show with this
and it pleased. Comedy stuff is good
and the Roman scenes magnificent. — Ben.
L. Morris, Elk Grand theatre, Bellaire.
O. — General patronage.
NOMADS OF THE NORTH,
with a special cast. — I don't believe
I have ever seen an adverse criti-
cism on this picture in this depart-
ment so I took the cue and raised
my price to 30 cents. It drew bet-
ter than usual and pleased at the
increased admission. If you book
this be sure to put special emphasis
on the dog and bear in your adver-
tising. The children will be crazy
about them. — A. N. Miles, Emi-
nence theatre, Eminence, Ky.
Lessons in Love, with Constance Tal-
madge. — Good picture. Star well liked
here. Did good business even in Lent.
Pleased all who saw it. — A. S. Carlos,
Bijou theatre, Jeanerettc, La. — Neighbor-
hood patronage.
The River's End, a Marshall Neilan
production. — A good North woods story
by James Oliver Curwood. A splendid
book on this feature. Pleased 100 per-
cent of my audience. — J. F. Spangler.
Globe theatre, Beaver, Okla. — General
patronage.
Not Guilty, with a special cast. — This
one should go over. Very interesting. —
J. W. Siebrand, New Grand theatre.
Xorthwood, N. Dak. — Neighborhood pat-
ronage.
Playthings of Destiny, with Anita
Stewart. — This is sure a fine picture.
Everyone pleased. Book it. — R. P. Pep-
per, Bide-A-Wee theatre, »5t. Croix Falls,
Wis. — General patronage.
The Fighting Shepherdess, with Anita
Stewart. — A ieature that I consider extra
good. Pleased my audience 100 percent.
An exhibitor will make no mistake in
booking this feature. — J. F. Spangler.
Globe theatre. Beaver, Okla. — General
patronage.
Fox
Footfalls, with a special cast. — Excel-
lent picture which drew splendid busi-
ness.— William Noble, Rialto theatre, Ok-
lahoma City, Okla. — General patronage.
Iron to Gold, with Dustin Farnum. —
Patrons left the theatre somewhat dis-
appointed over this picture. They ex-
pected to see more action. I consider
this picture below Farnum's standard. —
William Haight. Orpheum theatre, Liv-
ingston, Mont. — Neighborhood patronage.
Sky High, with Tom Mix. — Gave the
Boy Scouts tickets to sell for this attrac-
tion and they packed the house. I know
the picture pleased, so guess Tom will
draw for himself next time. — Chas. Lee
Hyde, Grand theatre, Pierre, S. D.
The Ragged Heiress, with Shirley
Mason. — As usual, Sherley very cute.
The picture took well as the star is well
liked here, although the plot was not as
good as The Lamplighter. — J. Carbonell,
Monroe theatre, Key West, Fla. — Neigh-
borhood patronage.
Sky High, with Tom Mix. — One of
Mix' best. Beautiful scenery of the Grand
Canyon of Arizona. — Peter Krauth, Op-
era House, Denison, la. — Neighborhood
patronage.
Winning With Wits, with Barbara
Bedford.— A fair program picture. Noth-
ing unusual about it. One of a kind that
pleases about 50 percent of small town
patrons. — William Haight, Orpheum the-
atre, Livingston, Mont. — Neighborhood
patronage.
A Virgin Paradise, with Pearl White.
— Picture was success without any more
effort than usual publicity and some
lobby stills. Made fine impression. —
William Noble. Rialto theatre, Oklahoma
City, Okla. — General patronage.
Sky High, with Tom Mix. — The story
pleased Mix fans and scenery pleased all.
Wonderful shots of Grand Canyon. — Gus-
tine and Roush, Princess theatre, Lewis-
town, 111. — Neighborhood patronage.
THE MOTHER HEART, with
Shirley Mason. — If you want to
hear your patrons laugh, and we all
do, play this picture. There are
two or three of the best comedy
stunts in it. Pleasing throughout
with the exception of the overdone
part cf Billy Bender. Advertised
"Family Night," admitting gratis all
children who were accompanied by
parents. Had the best Friday night
since February 3rd.
The little minister and his wife
that are regular visitors to my the-
atre laughingly thanked me as they
walked out. This couple have been
here only since November. Soon
after their arrival I invited them to
come to the pictures. He dropped
his head (she said nothing) and I
thought to my soul he would never
reply. He didn't until I said, "I
don't believe you like picture
shows." He said, after waiting a
century, more or less, "Well, it de-
pends on who runs the house."
They both came that night and
have been coming ever since. He
was sincere in being afraid to
come, but after he "risked it" he
knows he is coming to a decent
place of amusement I am not run-
ning a Sunday School, but the the-
atre is a place where the Sunday
School teachers bring their pupils.
— Mrs. W. M. Kimbro, Greenland
theatre, Greensboro, Ga.
Live Wires, Edna Murphy and Johnny
Walker. — We showed this feature on a
serial night and the crowd put their
stamp of approval on it. The story is
about a football star and is worked up to
an exciting climax. — Wm. H. Creal. Sub-
urban theatre, Omaha, Neb.— Neighbor-
hood patronage.
After Your Own Heart, with Tom
Mix. — Good picture. Mix and Farnum
are our best drawing cards. Our patrons
like Westerns.— V. E. Sager, Southern
theatre Akron. Ohio.— Neighborhood pat-
ronage.
The Mountain Woman, with Pearl
White.— Somewhat on the serial order.
Good entertainment for those who like
such pictures. Thought this a good time
to entertain the basket ball team. The
boys had been defeated only twice in
three years. Have all sorts of cups, etc.
The team was invited and, in their honor,
balance of school pupils were admitted
for ten cents each. Most of the other
people in town were attending a citizens^
meeting. Receipts were better than usua:
on Friday.— Mrs. W. M. Kimbro, Green
land theatre, Greensboro, Ga— Smal
town patronage.
The Mountain Woman, with Pear'
White.— A three episode picture in S»
reels. Patrons just lukewarm. Excellent
photography and scenery. Drawn out tot
long.— V. G. Bollman, Castalia theatre
Castalia, la. — Small town patronage.
Know Your Men, with Pearl White-
Well! This White feature was a relic'
after her past attempts at features, WW
with it all no money came our way dur
ing its run.— S. A. Acri, Acri theatre
Marietta, Pa.— Small town patronage.
The Big Town Roundup, with Ton
Mix.— Hand it to Tom for pictures tha
please and at the same time result in I
merry tinkle at the box office. Orea
picture.— Clarence W. Longacher, New
\pril 22. 1922
EXHIBITORS HERALD
75
3larus theatre, New Glarus, Wis. — Gen-
eral patronage.
The Devil Within, with Dustin Farnum.
—Good melodrama of the sea. Farnum
n a heavy part that he puts over in ex-
rellent style. This picture gave uni-
versal satisfaction. — Ben. L. Morris.
Temple theatre, Bellaire, O. — General
jatronage.
The Roof Tree, with William Russell.
—This one contains a very good story,
ind the production, as far as lighting and
>hotography are concerned, is very good.
— Wm. H. Creal, Suburban theatre. Oma-
la. Neb. — Neighborhood patronage.
Little Miss Smiles, with Shirley Mason.
—A mighty fine little picture. Full of
iction, humor and pathos. Played this
.vith Lloyd reissue. She Loves Me Not.
or a high school benefit. Tickled then>
iilJy. — P. G. Yaughan. Royal theatre.
Lee's Summit. Mo. — Neighborhood pat-
onage.
Over the Hill, with a special cast. —
Df course it pleased, but do not believe
t created the talk that The Old Nest did.
Did a good business, but the exchange
got too much of the money. So. from a
business standpoint, not satisfactory. —
Raymond Gear. Mayflower theatre, Flor-
ence, Kan. — General patronage.
Hands Off, with Tom Mix. — Best Tom
Mix picture we have shown for some
time. Seemed to please everyone. — Leu-
zinger and Amsberry, Carthage theatre.
Carthage, South Dakota. — General pat-
ronage.
Flame of Youth, with Shirley Mason. —
Fair program picture. Settings beautiful
through simplicity!. Miss Mason the
whole show, as usual. — V. G. Bollman.
Castalia theatre, Castalia, la. — Small town
patronage.
Bar Nothing, with Charles Jones. —
They sure enjoyed this one. Lots of
pep and action in this one, sure. Pleased
|90 per cent. Book it if they like good
westerns. — J. W. Baird, Crystal theatre.
Pattonsburg, Mo. — Neighborhood patron-
age.
Maid of the West, with Eileen Percy. —
As a program picture this is passable.
— \Ym. H. Creal, Suburban theatre.
,Omaha, Neb. — Neighborhood patronage.
Evangeline, with Miriam Cooper. —
Very good picture. Follows the story
as closely as possible. Scenery gorgeous
and photography excellent. Miriam Coop-
er's acting worthy of highest praise. — R.
iR. Gribble, Grand theatre, New Ham-
burg. Ont., Can.
Tom Mix Pictures. — Tom Mix is well
liked here. All his pictures so far have
given excellent satisfaction. — Happy
Hour theatre, Cresson, Pa. — Small town
patronage.
Goldwyn
Come On Over, with a special cast. —
Colleen Moore is rapidly coming to th<-
i front and she put over this one nicely.
It is full of clever Irish wit and should
please the majority in any audience. —
Raymond Gear, Mayflower theatre, Flor-
ence, Kan. — General patronage.
Theodora, with a special cast. — A crime
to take money for this picture. Several
of our patrons walked out on this one. —
Giacoma Bros., Crystal theatre, Tomb-
stone, Ariz. — General patronage.
The Man from Lost River, with House
Peters. — A splendid picture that pleased
a large crowd. — Peter Krauth, Opera
House. Denison, la. — Neighborhood pat-
ronage.
His Own Law, with Hobart Bosworth.
— Here is a picture that has a real story
with good acting by every member of
the cast. Good photography. You can't
go wrong with this one. — R. R. Gribble.
Grand theatre, New Hamburg, Ont., Can.
A Tale of Two Worlds, with a special
cast. — Good picture. My patrons do not
take to this kind of picture. — E. M. Fet-
terman. Lyric theatre, Clay Center, Neb.
— Neighborhood patronage.
What Happened to Rosa, with Mabel
Normand. — Nothing.— R. R. Gribble,
Grand theatre. New Hamburg, Ont., Can.
The Glorious Fool, with a special cast.
— A satisfactory program picture, but
not better than that. — Raymond Gear.
Mayflower theatre, Florence, Kan. —
General patronage.
Just Out of College, with Jack Pickford.
— 100 per cent picture. No kicks on this
one. Everybody raved over it. — R. R.
Gribble. Grand theatre, New Hamburg.
Ont., Can.
Dangerous Curve Ahead, with a special
cast. — A very good picture and pleased.
Advertised this big. Got me the usual
business first day. but fell off hard sec-
ond day. — Peter Krauth. Opera House.
Denison, la. — Neighborhood patronage.
Hodkinson
The Man of the Forest, with a special
cast. — Here is another that will please
everyone that sees it. The producer
surely picked the ideal cast, which is
really an all-star cast. One of the best
we have shown this year. — R. R. Gribble,
Grand theatre, New Hamburg, Ont., Can.
Jane Eyre, a Hugo Ballin production.
— Highly satisfying production. A credit
to producer and exhibitor. Record-
breaking box office results. — Leo Brecher,
Plaza theatre, New York, N. V. — Neigh-
borhood patronage.
THE U. P. TRAIL, with Roy
Stewart. — Oh Boy! In the face of
thirty-three days of continual losses
and ready to close our doors, we
made a supreme effort. We adver-
tised heavily; put on extra fine
music; added a one reel Harold
Lloyd comedy; had two girl school
teachers and a young banker
dressed in sport clothes sing melo-
dies of popular songs, a la vaude-
ville; we then advanced prices to 50
and 25 cents. How they poured in!
It was some party! We had by far
the largest attendance in 1922. It
can be done! — Philip Rand, Rex
theatre, Salmon, Idaho.
The Mysterious Rider, with a special
cast. — Excellent picture which enjoyed
pleased good business. — William Noble,
New Folly theatre. Oklahoma City, Okla.
— General patronage.
Partners of the Tide, an Irvin Willatt
production. — There are thrills enough in
this. Dramatic. Ships on fire. sunk, and
dived after, too. Class this as a super-
special. I am glad I ran it, and so are
my patrons. — S. A. Acri, Acri theatre,
Marietta, Pa. — Small town patronage.
The Journey's End, a Hugo Ballin pro-
duction.— The novelty of being without a
subtitle brought a little better than usual
business. Not hard to follow, but it is
too long. The action is tedious. — A. N.
^^A^currv sit
THE ROARING RACE TRACK CLASSIC For 1922
Spring Opening
Smash.-
FOR CAPACITY
BUSINESS
By special arrangement with LOU ROGERS
ITS A WOV ! - SEE YOU R NEAREST IfcC. EXCHANGE
76
EXHIBITORS HERALD
April 22, 1922
Miles, Eminence theatre, Eminence, Ky.
■ — Small town patronage.
A Certain Rich Man, with a special
cast. — Good picture which will not please
all classes. Pleased most of them here.
— R. R. Gribble, Grand theatre, New
Hamburg, Ont., Can.
East Lynne, a Hugo Ballin production.
— Good, and drew us the best Thursday
night we've had since last Thanksgiving.
It drew people who seldom come, and
pleased the regulars as well. — A. N.
Miles, Eminence theatre, Eminence, Ky.
— Small town patronage.
Metro
Peacock Alley, with Mae Murray. —
A novel lobby display and excellent ex-
ploitation of the title of a splendid pic-
ture resulted in crowded houses all week.
Picture seemed to be just what patrons
wanted. — William Noble, Criterion thea-
tre, Oklahoma City, Okla. — General pat-
ronage.
The Four Horsemen, with a special
cast. — It's a, trifle high-brow for small
town. Disappointed many. — Gustine &
Roush. Princess theatre, Lewistown, 111.
— Neighborhood patronage.
The Conquering Power, with a special
cast. — A mighty good one. It is not a
Valentino picture, however, and should
not be advertised as such. The work of
Ralph Lewis is exceptional. — Raymond
Gear, Mayflower theatre, Florence, Kans.
— General patronage.
Without Limit, with Anna Q. Nilsson.
— Good picture. My patrons liked this
one very much. Business slim account
of Lent. — A. S. Carlos, Bijou theatre,
Jeanerette, La.— Neighborhood patron-
age .
Fightin' Mad, with William Desmond.
— One of the best and cleanest westerns
we have run for some time. — Peter
Krauth, Opera House, Denison, la. —
Neighborhood patronage.
Madame Peacock, with Nazimova. —
They lived through it — rather, I should
say they slept through it. — Mrs. W. M.
Kimbro, Greenland theatre, Greensboro,
Ga. — Small town patronage.
The Match Breaker, with Viola Dana.
— Was well received by all who saw it.
Business quiet. — E. M. Fetterman, Lyric
theatre, Clay Center, Neb. — Neighbor-
hood patronage.
Milestones, with a special cast. — This
picture seemed to please well here. Mary
Alden's acting fine. Had many compli-
ments.—R. R. Gribble, Grand theatre,
New Hamburg, Ont., Can.
There Are no Villains, with Viola Dana.
— Not much to it. At least my patrons
did not think there was. Metro program
pictures not good with me. — Raymond
Gear, Mayflower theatre, Florence, Kan.
— General patronage.
The Conquering Power, with a special
cast. — A splendid picture, but ranks low
as entertainment. They came out to see
Valentino, but he behaved too nicely to
be entertaining. — Gustine & Roush,
Princess theatre, Lewistown, 111. — Neigh-
borhood patronage.
The Four Horsemen, with a special
cast. — Excellent in every detail. Book
it by all means. You will be rewarded
for all your efforts. — H. B. Barr, Rialto
theatre, Enid, Okla. — General patronage
Paramount
Beauty's Worth, with Marion Davies. —
Excellent. Beautiful scenes, beautiful
stars, good support, and the vehicle was
a very good one. making in all an ex-
cellent entertainment. — J. Carbonell,
Monroe theatre, Key West, Fla. — Neigh-
borhood patronage.
Fool's Paradise, a Cecil B. DeMille
production. — Very good. Much better
than Anatol. Business fair in spite of
the heaviest sleet storm seen here in
years. I will give this a repeat date, as
it deserves big business. Ran it March
30-31-April 1. Release date, March 11. —
W. Ray Erne, Rialto theatre, Charlotte,
Mich. — Small town patronage.
Saturday Night, a Cecil B. DeMille
production. — Good picture. Good patron-
age. All well pleased. — E. W. Werner,
Warwick theatre, Kansas City, Mo.
Travelin' On, with William S. Hart.—
Not up to Hart's standard. Photography
poor in many places. Booked in another
picture after taking off Travelin' On —
R. B. Barr, Rialto theatre, Enid, Okla.
— General patronage.
Just Around the Corner, a Cosmo-
politan production. — A very pleasing pic-
ture.— Raymond Gear, Mayflower theatre.
Florence, Kan. — General patronage.
Tl.e Little Minister, with Betty Comp-
son. — Very good. I am getting new
business with this class of pictures. —
J. P. Doyle, New Academy theatre,
Nunda, N. Y. — Neighborhood patronage.
Her Husband's Trademark, with Gloria
Swanson. — A splendid picture which
pleased a big business for an entire week.
— William Noble, Capitol theatre, Okla-
homa City, Okla. — General patronage.
Rent Free, with Wallace Reid.— Did
good business. Patrons well pleased. —
E. W. Werner, Warwick theatre, Kansas
City, Mo.
DR. JEKYLL AND MR. HYDE,
with John Barrymore. — Boys, here
is one that will make the wife and
kids go home and sleep with the
lights burning all night. As an
actor Barrymore takes the prize.
His characterization of Hyde is
wonderful. It is gruesome, but
great. Better run a comedy to take
the edge off.— R. Ross Riley, Wig-
wam theatre, Oberlin, Kan.
Moran of the Lady Letty, with Dorothy
Dalton and Rodolph Valentino. — Good,
but not a big special. Business disap
pointing on it. — Raymond Gear, May-
flower theatre, Florence, Kans. — General
patronage.
The Call of the North, with Jack Holt.
— Highly pleasing in story and star, and
scenically beautiful. Drew fairly well
for a Monday night. — Chas. Born. Elks
theatre. Prescott, Ariz. — General patron-
age.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Ran this after both of
our competitors and did fine. One of
the freak pictures of the season. — V. E.
Sager, Southern theatre, Akron, Ohio. —
Neighborhood patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — By exploiting heavily
and using window tie-ups, did the best
business since The Kid. No moral value
to the picture, but it will please 90 per
cent. Book it. — P. G. Vaughan, Royal
theatre, Lee's Summit, Mo. — Neighbor-
hood patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Biggest drawing card so
far this year. Beautiful scenery. Fine
acting and the story — O, well — . I asked
many of the female patrons and they
were all pleased with it, but the men
were divided in opinion. Pleased 85
to 90 per cent. Also, the picture has big
drawing power. — R. Navary, Liberty
theatre, Verona, Pa. — Neighborhood pat-
ronage.
One Glorious Day, with Will Rogers
— The best drawing card in several weeks
Pleased a big attendance for a week's run
— Samuel Harding, Liberty theatre, Kan
sas Citv, Mo.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — A pretty picture, but :
severe critic would tear it to pieces foi
inconsistent points. Big business —
Giacoma Bros., Crystal theatre, Tomb
stone, Ariz. — General patronage.
A Prince There Was, with Thoma:
Meighan. — Not above Mcighan's aver-
age. There is good entertainment in it
however, and pleased 90 per cent or bet
ter. — Raymond Gear, Mayflower theatre
Florence, Kans. — General patronage.
Conrad in Quest of His Youth, with !
special cast.— Just fair. Pleased 00 pc
cent. Program picture. 'Nuff said. — C
0- Gupton, Auditorium theatre, Oxford
Neb. Neighborhood patronage.
The Restless Sex, with Marion Davie
— Very good. Patrons were well pleasoi
and remarked that they liked it ver.
much. — A. S. Carlos, Bijou theatn
Jeanerette, La. — Neighborhood patron
age .
The Sheik, with Rodolph Valentino an
Agnes Ayres. — An excellent picture tha
MARGARET BEECHER and associate players in the Playgoers Pictures, Inc.,
production, "Sunshine Harbor," dis tributed by Associated Exhibitors
Vpril 22. 1922
EXHIBITORS HERALD
77
ave general satisfaction. Drew well
ollowing The Four Horsemen. — Chas
lorn, Elks theatre, Prescott, Ariz. — Gen-
ral patronage.
At the End of the World, with Betty
ompson. — High-class melodrama thai
leased all who saw it, but had no crowd
n account of bad weather. Betty Comp-
on a real star. — J. H. Talbert, Legion
ieatre, Norwich, Kans. — Small town pat-
->nage.
Fool's Paradise, a Cecil B. DeMille
roduction. — Very good picture. — H. ri
iarr, Rialto theatre, Enid, Okla. — Gen-
ral patronage.
Civilian Clothes, with Thomas Meighan.
-Did not dra*w well, but pleased all
.ho came. Society people turned out
or this. A good picture. — Philip Rand.
lex theatre, Salmon, Idaho.
Paying the Piper, with a special cast.
-This picture contains all that goes to
lake entertainment. Patrons 100 per
ent pleased. Fine' cast and well acted.
-A. M. Barton, Carillon theatre, Ticon-
.eroga, X. Y. — Neighborhood patronage.
O'Malley of the Mounted, with Wil-
iam S. Hart. — A good picture. Good
.tunt riding in this. A regular Hart pic-
ure. — J. W. Baird, Crystal theatre, Pat-
onsburg, Mo. — Neighborhood patronage.
Miss Lulu Bett, with a special cast. —
ust a fair picture. Will please only a
ertain class of patronage. — H. B. Barr,
iiiho theatre, Enid, Okla. — General pat-
onage.
Three Word Brand, with William S.
-lart. — It's all right. Hart's westerns
ire different from most. Business good
ind people pleased. — Raymond Gear.
Mayflower theatre, Florence, Kans. — ■
General patronage.
The Sins of Rozanne, with Ethel Clay-
on. — Failed to please audience. — Gia-
:oma Brothers, Crystal theatre, Tomb-
none, Ariz. — General patronage.
The Dancin' Fool, with Wallace Reid.
—A very good picture that will warrant
;very showman's showing it. — Clarence
W. Longacher, New Glarus theatre, New
Glarus, Wis. — General patronage.
The Education of Elizabeth, with Billie
Burke. — Just a fair program picture.
Billie Burke has seen her day. Step out.
please. — C. G. Gupton, Auditorium thea-
tre, Oxford, Neb. — Neighborhood patron-
age.
■ Get-Rich-Quick Wallingford, a Cosmo-
politan production. — Good attraction,
with pleased good business prevailing. —
William Noble. Broadway theatre, Okla-
homa City, Okla. — General patronage.
Idols of Clay, with Mae Murray. —
Very good picture. Pleased audience,
but want Mae Murray in nice gowns and
fine dress. Fair business. — Louis B.
Goulden, Princess theatre, Frankfort, Ind.
— General patronage.
The Hell Diggers, with Wallace Reid.
—The picture lacks the punch of most
of Reid's previous offerings. Good pro-
gram feature. — J. H. Talbert, Legion
theatre. Norwich, Kans. — Small town
patronage.
The Easy Road, with Thomas Meighan.
— Pleased majority of patrons, but not
up to Meighain's previous releases. —
Clarence \V. Longacher, New Glarus
theatre, New Glarus, Wis. — General pat-
ronage.
The Six Best Cellars, with Bryant
Washburn. — Something different. No
love story, but something to think about.
Will please them. Closes picture with
some ending. — J. W. Boatwright, Radio
theatre, Ozark, Mo.— Neighborhood pat-
ronage.
Dangerous Lies, with David Powell. —
No excuse for it. Poor attendance and
most of them walked out. — Chas. Born.
Elks theatre, Prescott, Ariz. — General
patronage.
What's Your Hurry? with Wallace
Reid. — A picture that just pleased. Does
not excite or thrill to any great extent.
—Chas. W. Lewis, I. O. O. F. Hall.
Grand Gorge, N. Y. — Neighborhood pat-
ronage.
The Call of the North, with Jack Holt.
— Creditable northern story which pleased
generally. Wonderful scenery. Holt
gets off to a good start in this, his first
starring picture. — J. H. Talbert, Legion
theatre. Norwich, Kans. — Small town pat-
ronage.
The Toll Gate, with William S. Hart.
— This is an old picture, but Bill will
fill our house when others fail, no mat-
ter how old the picture. This, however, is
a splendid picture. — Frank Ober, Boyn-
ton theatre, Boynton, Okla. — General
patronage.
Heliotrope, with a special cast. — A
good picture, one that your patrons will
talk about next day. Pleased 90 per
cent. — C. G. Gupton, Auditorium theatre.
Oxford. Neb. — Neighborhood patronage.
The Valley of the Giants, with Wallace
Reid. — Very good picture. — O. Trayer.
Lyric theatre, Rugby, N. D. — General
patronage.
Three Word Brand, with William S.
Hart. — When all else fails me I can al-
ways fall back on old Bill Hart and, the
Lord supplying any kind of weather at
all. get a good crowd. Three Word
Brand was the best Hart picture we have
run since The Toll Gate.— J. H. Talbert,
Legion theatre, Norwich, Kans. — Small
town patronage.
The Passionate Pilgrim, with a special
cast. — A good interesting story with ex-
cellent acting. — H. G. Stettmund) Jr.,
Odeon theatre, Chandler, Okla. — General
patronage.
O'Malley of the Mounted, with Wil-
liam S. Hart. — Good picture. Pleased 90
per cent. Don't be afraid of this one if
you have a Hart patronage. — C. G. Gup-
ton, Auditorium theatre, Oxford, Neb. —
Neighborhood patronage.
An Old Fashioned Boy, with Charles
Ray. — Patrons enjoyed this one. A
dandy comedy-drama. Ray sure good in
this one. Many comments. Book it,
boys— J. W. Baird, Costal theatre. Plat-
tonsburg, Mo. — Neighborhood patronage.
Humoresque, with Alma Rubens. —
This picture was hardly up to expecta-
tions. Played it two nights. Just broke
even. Pleased about 75 per cent. —
Marion Wilson, Happy Hour theatre,
Chalmers, Ind. — Small town patronage.
The Jucklins, with a special cast. —
Good picture. Pleased majority of my
patrons. — E. M. Fetterman, Lyric thea-
tre. Clay Center, Neb. — Neighborhood
patronage.
The Affairs of Anatol, a Cecil B. De-
Mille production. — Who said this was a
poor picture? Some said they were a
little disappointed, but guessed it was
because they expected too much. It did
not draw as well as The Sheik, but played
to a satisfactory business and pleased
most of them. — P. G. Yaughan, Royal
THE ROARING RACE TRACK CLASSIC For 1922
Spring Opeim^
SuriaLSlh.-
FOR CAPACITY
BUSINESS
By special arrangement with LOU ROGERS
ITS AWOVi-SEE YOUR NEAREST IfcC EXCHANGE
78
EXHIBITORS HERALD
April 22, 1922
GUY BATES POST and support in a scene from "The Masquerader," a Richard
Walton Tully production, distributed by First National
theatre, Lee's Summit, Mo. — Neighbor-
hood patronage.
The Miracle Man, with a special cast.
— A very improbable story, but truly a
wonderful picture. We did fine business
on a stormy night and should have played
it another night. — W. C. Allen, Casino
theatre, Antwerp, N. Y. — Neighborhood
patronage.
Pathe
The House of the Tolling Bell, a J.
Stuart Blackton production. — A clever
ghost story, well directed and acted. —
Chas. Lee Hyde, Grand theatre, Pierre,
S. D.
The Money Changers, with a special
cast. — This picture pleased 99 per cent.
Contains enough comedy to offset the
heavy part. Acting good. Exciting
finish. — A. M. Barton, Carillon theatre,
Ticonderago, N. Y.
The Killer, with a special cast. — A
dandy western picture. Heard favorable
comments on it for days. — Chas. Hurich,
Ray theatre, Dickinson, N. D. — Neighbor-
hood patronage.
Help Wanted, Male, with Blanche
Sweet. — A fair picture, but not good
enough to go back and dig up out of the
past. — Chas. Lee Hyde, Grand theatre,
Pierre, S. D.
R-C Pictures
Silent Years, with a special cast. — One
of the pictures that makes a fellow glad
that he is an exhibitor. Absolutely clean
and one of the few program pictures
that we would be willing to put in the
special class. — Martin W. Operle, Arm-
ory theatre, St. Genevieve, Mo. — Neigh-
borhood patronage.
Two Kinds of Women, with Pauline
Frederick. — This is a very good and
clean western picture. Everybody en-
joyed it. — Peter Krauth, Opera House,
Denison, la. — Neighborhood patronage.
The Call of Home, with a special cast.
— Despite unusually strong competition.
this picture did a good week's business.
— Samuel Harding, Doric theatre, Kansas
City, Mo.
Beach of Dreams, with Edith Storey. —
A corking good regular program fea-
ture.— Giacoma Bros., Crystal theatre,
Tombstone, Ariz. — General patronage.
If Women Only Knew, with a special
cast. — Good. Darn good. Not a picture
of high society and full of hard to under-
stand features, but the kind of a picture
that seems to have been "made to order"
for people like you and I. — Martin W.
Operle. Armory theatre, St. Genevieve,
Mo. — Neighborhood patronage.
ONE MAN IN A MILLION,
with George Beban. — Picked this
one on account of the many good
reports in the HERALD and
certainly was not disappointed in
the picture. — J. H. Talbert, Legion
theatre, Norwich, Kan.
Eden and Return, with Doris May. — A
good picture and that's about all. Will
not pull, although Doris is adorable, but
the play has not much appeal. — J. Car-
bonell, Monroe theatre, Key West, Fla.
— Neighborhood patronage.
The Foolish Age, with Doris May. —
This picture was a good one. Pleased
all. Ran it with a Larry Seinon comedy
and did a good business two days. — Fred
M. Rich, Strand theatre, Perry, Mo. —
Small town patronage.
Billy Jim, with Fred Stone. — Very
good western and pleased all. Action
somewhat slow in places. Some fine
scenery. Night scenes too dark in some
parts. Some comedy. Went big. Good
all 'round picture. — Wm. Thacher, Royal
theatre, Salina, Kan.
The Barricade, with a special cast. —
Just another good picture from R-C.
We have received more good pictures
from R-C on our contract than from any
other exchange. And they are fair, too.
That's what helps in these times. —
Martin W. Operle. Armory theatre, St.
Genevieve, Mo. — Neighborhood patron-
age.
Realart
Nancy From Nowhere, with Bebe
Daniels. — Nancy From Nowhere was
mistitled; should have been "Nothing
From Nowhere." Nothing to the picture,
from beginning to end. Bebe Daniels is
a great favorite here, but they all panned
this picture. Consequently, second night
was a complete frost. The picture has
an impossible story to begin with. Bebe
has no chance to act. All she does is
dodge bricks and boards. The rest of
the cast is poor with a capital "P."
"Jim Kelly's" style of acting might do
in a melodrama made to run in a shootin'
gallery, but surely does not go over in
a first-class theatre. Something must
be done to stop the production of such
inferior pictures if we expect to keep the
motion picture the most popular amuse-
ment of modern times. — W. H. Brenner
Cozy theatre, Winchester, Ind. — Neigh-
borhood patronage.
Nancy From Nowhere, with Bebe
Daniels. — Good. Bebe always draws well
for me. — H. B. Barr, Rialto theatre, Enid,
Okla. — General patronage.
The Love Charm, with Wanda Haw-
ley. — This is not a picture for the whole
family. You cannot fight censorship with
a picture like this.- — Peter Krauth, Opera
House. Denison, la. — Neighborhood pat
ronage.
Tillie, with Mary Miles Minter. — Pa
trons that enjoy seeing a show that i
different from the ordinary will enjoy
this picture. This town likes western
pictures and consequently drew small
crowds during our two-day run. — Wil-
liam Haight, Orpheum theatre Livings-
ton, Mont. — Neighborhood patronage.
Hush Money, with Alice Brady. — One
of Alice Brady's best pictures. I did
good business on this one. Star draws
well here. — A. M. Barton, Carillon thea-
tre, Ticonderoga, N. Y. — Neighborhood
patronage.
First Love, with Constance Binney.—
Very good picture, star beautiful and
good. Besides, the drama was a very
good one and held the audience until the
finish. — J. Carbonell, Monroe theatre,
Key West, Fla. — Neighborhood patron-
age.
The Case of Becky, with Constance
Binney. — Just a good program picture,
but nothing to brag about. — Fred M.
Rich, Strand theatre, Perry, Mo— Small
town patronage.
Morals, with May McAvoy. — Good pic-
ture. Star well liked. Business fair ac-
count of Lent. — A. S. Carlos, Bijou thea-
tre, Jeanerette, La. — Neighborhood pat-
ronage.
Two Weeks with Pay, with Bebe Dan-
iels.— This is a dandy comedy-drama. Ha?
good plot: is clean: has heart interest
and good suspense. One wonder?
whether Bebe will really dive off the
tower into the pool, and when she fall'
off backwards into it, Walter Hiers isn't
the only one who nearly faints with fear
The audience's hearts stop beating right
then and there! You will certainly want
to play this. It is very enjoyable. It
pleases both men and women. — Philip.
Rand. Rex theatre, Salmon, Idaho.
Oh Lady, Lady, with Bebe Daniels.—
Good light comedv-drama. Pleased 8f
per cent. — J. W. Baird, Crystal theatre
Pattonsburg, Mo. — Neighborhood pat-
ronage.
Selznick
Why Announce Your Marriage? wiff
Elaine Hammerstcin. — This is very good
My patrons were more than pleased
Slar well liked. Picture held them f;on
start to finish. Pleased 100 per cent-
J
\pril 22, 1922
EXHIBITORS HERALD
79
V S. Carlos, Bijou theatre, Jeanerette,
^a. — Neighborhood patronage.
Why Announce Your Marriage? with
£laine Hammerstein. — Another dandy
omedy. Pleased them all. — Peter
vrauth Opera House, Denison, Ja. —
Neighborhood patronage.
Pleasure Seekers, with Elaine Ham-
lerstein. — Fair picture. Pleased 50 per
ent. — J. W. Seibrand, New Grand the-
tre, Northwood, N. D. — Neighborhood
atronage.
THE WAY OF A MAID, with
Elaine Hammerstein. — A dandy
comedy-drama that pleased every-
one. This star is as certain of
bringing back her friends for the
next picture as any serial I ever ran.
If she is new to your patrons run
this picture free and the rest of the
series will make you nice money. —
Chas. Lee Hyde, Grand theatre,
Pierre, S. D.
The Girl From Nowhere, with Elaine
lammerstein. — Star good, but the poor-
st picture she ever made. No story,
'eople left the theatre on this one. Pic-
jre like this makes one feel like hiding.
-F. O. Litsch, Royal theatre, Hopkins,
pa — Neighborhood patronage.
Remorseless Love, with Elaine Ham-
lerstein. — Haven't shown a poor picture
et in which this beautiful star appears,
look it. — Clarence W. Longacher, New
ilarus theatre, New Glarus, Wis. — Gen-
ral patronage.
Out of the Snow, with a special cast.
-Beautiful snow scenes and good acting
eemed to put this show over alright.
'-S. A. Acri, Acri theatre, Marietta, Pa.
-Small town patronage.
The Moth, with Norma Talmadge. —
leispue, and find there is money in
lem, but Norma is not so popular with
ly crowd. — Chas. Lee Hyde, Grand thea-
"e, Pierre, S. D.
The Isle of Conquest, with Norma Tal-
ladge. — Good picture. Sisters (Norma
nd Natalie) play well together. Scen-
ry good, especially water scenes were
ery realistic. — F. O. Litsch, Royal thea-
"e, Hopkins, Mo. — Neighborhood pat-
onage.
Girl of the Sea, with a special cast. —
ery good six-reel program. Most of
taken under the water and shows very
lainly. I find all of Select pictures good.
-E. P. Giacomazzi, Star theatre, San
uan, Calif. — Neighborhood patronage.
After Midnight, with Conway Tearle.
-A very good program picture. — P. S.
'ielsen. Rex theatre, La Moure, N. D. —
mall town patronage.
A Divorce of Convenience, with Owen
loore. — " ," in big red letters. —
larence W. Longacher, New Glarus
leatre. New Glarus, Wis. — General pat-
>nage.
Invisible Divorce, with a special cast.
-I didn't see this, but patrons were
ghly pleased. "Great lesson, worthy
t any married man taking home," is how
ley put it. — S. A. Acri, Acri theatre,
[arietta. Pa. — Small town patronage.
Clay Dollars, with Eugene O'Brien. —
lass A. This is a real picture; has the
unch and pep, gets the laughs and sends
m home a-smiling. — P. S. Nielsen, Rex
ieatre. La Moure, N. D. — Small town
itronage.
Everybody's Sweetheart, with Olive
nomas. — Something different that will
lease. — Clarence W. Longacher, New
larus theatre, New Glarus, Wis. — Gen-
al patronage.
Remorseless Love, with Elaine Ham-
erstein. — Just like all her pictures, very
leasing wjth a gripping plot. Some very
irk titles in first two reels, could not be
read. — P. S. Nielsen, Rex theatre, La
Moure, N. D. — Small town patronage.
United Artists
Way Down East, a D. W. Griffith pro-
duction.— As good as they ever made,
and a money-maker, as it has added class
to my house and built up my business
with "satisfied" patrons. Charge a dollar
for it and you'll make friends. That was
my experience. — Chas. Lee Hyde, Grand
theatre, Pierre, S. D.
Way Down East, a D. W. Griffith pro-
duction.— This picture came second to
breaking my house records. Nothing
ever produced like it to please all classes.
Played it at 55 and 25 cents. — H. B.
Barr, Rialto theatre, Enid, Okla. — Gen-
eral patronage.
The Mark of Zorro, with Douglas Fair-
banks.— Very good; 100 per cent picture
for any audience. — J. P. Doyle, New
Academy theatre, Nunda, N. Y. — Neigh-
borhood patronage.
D ream Street, a D. W. Griffith produc-
tion.— A wonderful production. — E. S.
Sutter, Columbia theatre, Kansas City,
Mo. — Neighborhood patronage.
The Three Musketeers, with Douglas
Fairbanks. — Lost money on .this pic-
ture. Ran on percentage with a guar-
antee. Guarantee was so large nothing
was left to pay other expenses. — V. E.
Sager, Southern theatre, Akron, Ohio. —
Neighborhod patronage.
The Love Flower, a D. W. Griffith pro-
duction.— As good as any D. W. Griffith
production. Pleased all. — E. S. Sutter,
Princess theatre, Kansas City, Kan. —
Neighborhood patronage.
Universal
The Wise Kid,, with Gladys Walton.—
Pleasing picture, with a pleasing star.
Our people came out for it and most
had a good word. — Ben L. Morris, Elk
Grand theatre, Bellaire, O. — General pat-
ronage.
CONFLICT, with Priscilla Dean.
— Miss Dean has done some great
pictures, but this one has them all
beat. Don't see where Fred Meyer
gets the idea that she is "calf
eyed." She is a real actress and can
express more with her eyes than
most mortals can with eyes, nose,
mouth, ears and all the rest. The
supporting cast was perfect, espe-
cially the uncle and Miss Labo. The
log riding was about the biggest
thriller ever. Try it and try it big.
— R. Ross Riley, Wigwam theatre,
Oberlin, Kan.
Foolish Wives, with Eric Von Stro-
heim. — Marvelous from a production
standpoint. Nil in entertaining value and
a flivver in drawing power at $1 top.
Not a small town picture. — Chas. Born,
Elks theatre, Prescott, Ariz. — General
patronage.
Conflict, with Priscilla Dean. — It is a
wonderful production and something a
little different. It drew well here. Push
it. — J. P. Doyle, New Academy theatre,
Nunda. N. Y. — Neighborhood patronage.
Short Skirts, with Gladys Walton. —
Fine picture. Nothing to rave about,
however, but ahead of most program
THE ROARING RACE TRACK CLASSIC For 1922
Spring Opemn^
FOR CAPACITY
BUSINESS
By special arrangement with LOU ROGERS
ITS A WOW! -SEE YOUR NEAREST R;C EXCHANGE
80
EXHIBITORS HERALD
April 22, 1922
pictures. Walton sure does lead in this
one. — J. W. Boatwright, Radio theatre,
Ozark, Mo. — Neighborhood patronage.
The Magnificent Brute, with Frank
Mayo. — Good drawing card, and one that
will satisfy all. — J. \Y. Seibrand, New
Grand theatre, Northwood, N. D. —
Neighborhood patronage.
Luring Lips, with Edith Roberts. —
Where do they get the title? Very fine
picture and pleased all. The suspense is
maintained to the end, which is very
pleasing and surprising. — R. R. Gribble,
Grand theatre, New Hamburg, Ont.,
Can.
Foolish Wives, with Eric Yon Stro-
heim. — Absolutely impossible. — Giacoma
Brothers, Crystal theatre, Tombstone,
Ariz. — General patronage.
The Rowdy, with Gladys Walton. —
Very well received. Story fair. This
little girl will soon be compelling us to
pay higher rentals for her pictures, as
every one is better than the previous one.
— W. C. Allen, Casino theatre, Antwerp,
N. Y. — Neighborhood patronage.
Risky Business, with Gladys Walton.
— Good program picture, that's all. —
American Legion, Legion theatre, Blunt,
S. D. — Neighborhood patronage.
Hearts Up, with Harry Carey. — Slow-
moving plot. Rather disappointing. —
Philip Rand, Rex theatre, Salmon, Idaho.
The Magnificent Brute, with Frank
Mayo. — This is sure a good one, better
than many a special. As good as The
North Wind's Malice. — P. S. Nielsen,
Rex theatre, La Moure, N. D. — Small
town patronage.
Cheated Love, with Carmel Myers. —
Good. Pleased 99 per cent of my pa-
trons.— R. O. Baker, Baker theatre, Mc-
Cune, Kans. — Farming town patronage.
The Adorable Savage, with a special
cast. — A splendid picture of its nature.
Pleased the majority of my patrons.
Well photographed. Interesting from
start to finish. — J. F. Spangler, Globe
theatre, Beaver, Okla. — General patron-
age.
Desperate Trails, with Harry Carey.
— A dandy western, and Carey makes me
money. This picture will increase his
following. — Chas. Lee Hyde, Grand thea-
tre, Pierre, S. D.
The Man Trackers, with a special
cast — Will please the majority. Full of
inconsistencies, such as going into the
snow country bareheaded and wearing
a white sport shirt wide open at the
neck. There are a good many such
things in it which spoiled what might
have been a good picture. — R. R. Grib-
ble, Grand theatre, New Hamburg, Ont.,
Can.
The Man Trackers, with a- special cast.
— Northwest Mounted Police story.
Good program picture. Nothing to rave
about. Story weak. Enough snow
scenes to make it go over all right. Uni-
versal has made lots worse. — -J. W. Boat-
wright, Radio theatre, Ozark, Mo. —
Neighborhood patronage.
The Red Lane, with Frank Mayo. — I
cannot understand why this feature did
not please more than it did. Only one-
half of my people liked it. Would not
take out here. — J. F. Spangler, Globe
theatre, Beaver. Okla. — General patron-
age.
Society Secrets, with Eva Novak. —
This was very good. Everybody who
saw it talked about it for a week after.
Let's have more like this.- — E. B. Peter-
sen, Elk Horn theatre, Elk Horn, la. —
Small town patronage.
The Wallop, with Harry Carey.— Good
picture. Pleased all. — R. R. Gribble,
Grand theatre New Hamburg, Ont., Can.
Nobody's Fool, with Marie Prevost. — '
Yery pleasing picture, well attended. —
Chas. Born, Elks theatre, Prescott, Ariz.
— General patronage.
Outside the Law, with Priscilla Dean.
— Although this was a little too strenuous
for some of our women patrons, it proved
a knockout with the men. One of the
few that made us money this winter.
Priscilla Dean, Wheeler Oakman and Lon
Chaney do great work. — J. H. Talbert,
Legion theatre, Norwich, Kan. — Small
town patronage.
The Kiss, with Carmel Myers. — Every-
thing O. K. except the title— R. R. Grib-
ble, Grand theatre, New Hamburg, Ont.,
Can.
The Millionaire, with Herbert Rawlin-
son. — Wound up with a "punch" and
pleased them all. — American Legion,
Legion theatre, Blunt, S. D. — Neighbor-
hood patronage.
Under Northern Lights, with a spe-
cial cast. — Pleased 90 per cent of my
audience. A good story. Should please
almost any audience. — J. F. bpangiei,
Globe theatre, Beaver, Okla. — General'
patronage.
Nobody's Fool, with Marie Prevost.—
Fine. A clean, entertaining production.
—J. P. Doyle, New Academy theatre,
Nunda, N. V. — Neighborhood patronage.
The Man Tamer, with Gladys Wfalton.
— Good picture and pleased «11. It
shouldn't disappoint any W'alton fans.
— R. R. Gribble, Grand theatre, New
Hamburg, Ont. Can.
Vitagraph
MAE MURRAY in a dramatic scene from "Fascination," directed by Robert Z.
Leonard, and distributed through Metro Pictures Corporation.
The Sheik's Wife, with a special cast.
— Excellent picture which drew pleased
capacity business for entire week. — Wil-
liam Noble, Empress theatre, Oklahoma
City, Okla. — Genera] patronage.
THE LITTLE MINISTER,
with Alice Calhoun. — A splendid
picture of its kind. The older
people enjoyed it immensely, but
the younger class did not care for
it. Pictures of this kind should be
shown whether you make any
money on them or not. — W. E.
Elkin, Temple theatre, Aberdeen,
Miss.
The Flower of the North, with a spe-
cial cast. — In my estimation the greatest
Curwood ever produced. Don't fail to
get this special. Will please all members
of family from Baby to Grandpa. — Geo.
M. Wheeler, Lyric theatre, Havre, Mont.
— General patronage.
Lucky Carson, with Earle Williams.
— Just a good program picture. No
comments, no boosts. — G. P. Gupton,
Auditorium theatre, Oxford, Neb.—
Neighborhood patronage.
The Inner Chamber, with Alice Joyce.
— A most interesting piece, well produced.
Alice Joyce, superb as ever, carries her-
self through with a sureness that gives
you confidence that she knows what she
is about. — W. H. Brenner, Cozy theatre,
Winchester, Ind. — Neighborhood patron-
age.
God's Country and the Woman, with
William Duncan. — A dandy picture that
pleased and would have stood up for
two days. A Curwood story well di-
rected.— Chas. Lee Hyde, Grand theatre,
Pierre, S. D.
The Silver Car, with Earle Williams.
— A dandy program picture and one that
sent my patrons away satisfied. Hold>
interest from start to finish. — A. M. Bar
ton, Carillon theatre, Ticondcroga, N. Y
— Neighborhood patronage.
The Inner Chamber, with Alice Joyce
— Very good. Went over very well. Stai
well liked. Business very good consid
ering Lent. — A. S. Carlos, Bijou theatre
Jeanerctte, La. — Neighborhood patron
age.
The Little Minister, with Alice Cal
houn. — Fine. Pleased 100 per cent. M)
patrons like any picture where the act
ing is as near perfect as in this one
And this was the first appearance o
Alice Calhoun in our town. — Fred M
Rich, Strand theatre, Perry, Mo-
Small town patronage.
Black Beauty, with Jean Paige— Thi
is a production that should be shown h'
every theatre in the country. — Geo. W
Wheeler, Lyric theatre, Havre, Mont-
Gcneral patronage.
The Son of Wallingford, with a spe
cial cast. — Got the kale (which nowaday
means we broke even, or did a littl
better). Slim crowd first night, bu
they boosted and tilled the house secon
night. If this is not a special, won!
like to know some of the pictures tha
arc. — Fahrney & Elson, Electric thcatr
Curtis, Neb. — Small town patronage.
The Flower of the North, w*th a sp<
\pril 22, 1922
EXHIBITORS HERALD
81
SABY PEGGY, who, all by herself, puts
over many of the Century Comedies,
which Universal is distributing.
ial cast. — The picture was an excellent
ne and enjoyed pleased capacity busi-
ess for first half of the week. — William
Coble, Empress theatre, Oklahoma City,
)kla. — Genera) patronage.
The Purple Cipher, with Earle Wil-
iams.— A good interesting Chinatown
etective story well handled. — Chas Lee
lyde, Grand theatre, Pierre, S. D.
Trumpet Island, with a special cast. —
'icture is good enough to be shown in
ny house. While it is a little old, yet
you have not run it we recommend
to your consideration. — Wm. H. Creal.
uburban theatre, Omaha, Neb. — Neigh-
orhood patronage.
Wid Gunning, Inc.
White Hands, with Hobart Bosworth.
-Just ordinary. He has made better
nes. — Raymond Gear, Mayflower thea-
'e, Florence, Kan. — General patronage.
Good and Evil, with a special cast. — A
ery good picture and pleased everybody.
-G. A. Costa, Bonaventure theatre.
Kansas City, Mo.
State Rights
Cupid's Brand (Arrow), with Jack
ioxie. — I consider this a first-class west-
rn, story being out of the ordinary,
his is the first of the star's we have
'lown, and if we have as good a crowd
n the next one we will then know we
ave discovered another drawing card.
-Wm. H. Creal, Suburban theatre,
'maha, Neb. — Neighborhood patronage.
When Dawn Came (Producers Secur-
y), with a special cast. — We open only
>vo nights a week, but show lots better
ictures than this. Might go good in
atholic community. — Johnson Bros.,
ohnsonian theatre, Ripley, N. Y.— Small
>wn patronage.
Shadows of the West (National), with
ledda Nova. — A good western.. Good
ction. Good cast. Something different.
Business fair on first day. Second off:
— Wm. Thacher, Roval theatre, Salina,
Kan.
SCHOOL DAYS (Warner
Bros.) with Wesley Barry. — A real
picture. The kind that knocks the
knockers and makes censor boards
useless. Keep them like this and
all agitation would die away. Our
people raved about it and the min-
isters and school authorities openly
commended it. It pleases every
class of patrons and they came in
droves to see it. — Ben L. Morris.
Temple theatre, Bellaire, O.
The Girl from Porcupine (Arrow),
with Faire Binney. — Patrons were verv
well pleased with this picture. All Cur-
wood pictures go over good in this town.
The drawing power of this picture could
be greatly enhanced, I think, if the title
were changed. — William Haight, Orph-
eum theatre, Livingston, Mont. — Neigh-
borhood patronage.
Indiscretion (Pioneer), with Florence
Reed. — Stay off this one. About the
poorest ever run here. Got one favor-
able comment. — A. Worman, Memorial
Hall, Westport, N. Y. — Small town pat-
ronage.
Society for Sale (Tri.), with Gloria
Swanson. — Very, very good. Just the
kind of society pictures mv patrons want.
Pleased 100 per cent.— A. S. Carlos,
Bijou theatre, Jeanerette, La. — Neighbor-
hood patronage.
Madonnas and Men (Jans), with a spe-
cial cast — Gocd attendance at 20 and 35
cents. Will please the majority, but not
all. Rather an old picture. — E. P. Gia-
comazzi. Star theatre, San Juan, Calif. —
Neighborhood patronage.
Across the Border (Aywon), with Big
Boa- Williams. — A good picture. — Shelly
& Windbiel, Orpheum theatre, Amster-
dam, N. Y. — Transient patronage.
Burn 'Em Up Barnes (Affil. Dist.).
with a special cast. — One hundred per
cent entertainer. Picture for young or
old, rich or poor. After days of depres-
sion, small pox and disagreeable weather.
Johnny Hines comes to town bringing
with him a ray of sunshine that will
long be remembered by the people of
Okemah.— J. E. Burke, Crystal theatre,
Okemah. Okla. — General patronage.
Headin' Home (K-B), with Babe Ruth.
—This did not draw for us. Guess this
is not enough of a baseball town. Nice
picture with extra snappy subtitles. —
A. N. Miles. Eminence theatre, Eminence,
Ky. — Small town patronage.
Fidelity (Aywon), with a special cast.
— Pleasing picture. Satisfied patrons.
Good sets. — J. Salkin, Plaza theatre,
Brooklyn, N. Y. — Neighborhood patron-
age.
The Last Chance (Canyon', with
Franklyn Farnum. — Ordinary "thud and
blunder" western. Too much killing and
drinking makes patrons think you are
springing an old timer on them." — Fahr-
ney & Elson. Electric theatre. Curtis,
Neb. — Small town patronage.
TEN NIGHTS IN A BAR-
ROOM (Arrow), with a special
cast. — Capacity business throughout
the week. Exploitation: Unusual
amount of advertising, street car
cards, billboards, window cards,
posters and pictures.
The lobby was unique in having
a regular saloon bar with all favor-
ite brands of liquors, including
whiskies, brandies, ales and beer,
together with nigger gin, with real
beer served to all patrons patron-
izing the show. On the opposite
side of the lobby was displayed a
regular copper still such as used in
making Oklahoma moonshine whis-
key.—William Noble, Capitol the-
atre, Oklahoma City, Okla.
Why Girls Leave Home (Warner
Bros.), with Anna Q. Nilsson. — Made a
little money cn this one. Good picture
for all to see, young and old. Ran it
with a Century comedy, and they are all
good. — V. E. Sager. Southern theatre,
Akron, Ohio. — Neighborhood patronage.
The Fall of Babylon (D. W. G.). with
Constance Talmadge. — Played it back
the second time with the Griffith dancing
girl and had good business. It is a real
picture. — R. Ross Riley, Wigwam thea-
tre. Oberlin. Kans. — General patronage.
Fighting Bill (Pioneer), with William
EARL RODNEY, Henry Murdock, Viora Daniel and other Christie players in a
scene from " 'Twas Ever Thus," a forthcoming Christie-Educational comedy.
82
EXHIBITORS HERALD
April 22, 1922
USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Picture!
Are Doing for Other Exhibitors
Fill in this blank now and tend
to Exhibitors Herald, 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remarks
Title
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
Fairbanks. — Not much to it. Good
crowd, but did not satisfy. — J. W. Sei-
brand, New Grand theatre, Northwood,
N. D. — Neighborhood patronage.
From the Manger to the Cross
(Kleine), with a special cast. — Very old
and inferior picture. It went over big
here and we made money by putting on
a choir of picked voices. Note: Am en-
closing photograph of choir. — R. R.
Gribble, Grand theatre, New Hamburg,
Ont., Can. . (Photo on page 53, April 8
issue.)
YOU CAN'T BELIEVE
EVERYTHING (Tri.), with Gloria
Swanson. — A dandy reissue. Have
run three and all very good. Paid
too much for them. Wrote to the
district manager, telling him just
what I had done, in order that he
might see he had charged me too
much. He replied congratulating
me that I had done so well with my
theatre!! (?) — Mrs. W. M. Kimbro,
Greenland theatre, Greensboro, Ga.
A Child for Sale (Graphic), with a spe-
cial cast. — Fine. Story of good morals.
Patrons complimented it highly. Pleased
100 per cent. Weather bad. Business
poor. No fault of picture. — F. O. Litsch,
Royal theatre, Hopkins, Mo.— Neighbor-
hood patronage.
Serials
The Adventures of Robinson Crusoe
(Universal), with Harry Meyers. — Ffirst
chapter is excellent. Costume play, but
the action is there. Has a big appeal
to people not regular goers. Packed
house on special price matinee. Appealed
to old and young. Looks like Univer-
sal's best serial bet. — Ben. L. Morris,
Temple theatre, Bellaire, O. — General
patronage.
The Purple Riders (Yitagraph), with
Joe Ryan. — On 12th episode and it is
holding up. I have plaved to more kids
on this serial than on any other I have
ever run. — Chas. Lee Hyde, Grand thea-
tre, Pierre, S. D.
Winners of the West (Universal),
with Art Acord. — Nine years in the pic-
ture business and I have run the months
of January and February without a los-
ing night. I give Art Acord credit for
it. Running 13th chapter. Steady pat-
ronage.— C. L. Warner, Cozy theatre.
Page, Neb.
The Yellow Arm (Pathe), with a spe-
cial cast. — If you have no other use for
your money, I'm sure Pathe ought to
be glad to get it on this serial. It drove
patrons away for us. — A. N. Miles, Emi-
nence theatre, Eminence, Ky. — Small
town patronage.
Winners of the West (Universal), with
Art Acord. — Thought this would be
something different, but is just the same
old serial stuff of impossible captures
and escapes. Not a bit different than
the rest.— R. Ross Riley, Wigwam thea-
tre, Oberlin, Kan. — General patronage.
Short Subjects
The Tourist (Yitagraph), with Jimmy
Aubrey. — This is one of Jimmie's best.
It is a real comedy. Boost it. Will go
big. Lots of lively stuff in this one. —
Wm. Thachcr, Royal theatre, Salina, Kan.
Take a Chance (Pathe), with Harold
Lloyd.— This is a good clean comedy
and can be bought cheaply. Afforded
much laughter. These reissues are
mainly good and prove to be much bctctr
than many two-reelers. Believe Harold
Lloyd's one-reelers a good buy. — Philip
Rand, Rex theatre, Salmon, Idaho.
Via Wireless (Pathe). with Gail Kane.
— If you can use a three-recler. these
playlets are good. The cutting is not
noticeable and the action is all there.
We have had four of them and they
please. — Ben L. Morris, Elk Grand thea-
tre, Bellaire, O. — General patronage.
A Sailor Made Man (Asso. Ex.), with
Harold Lioyd. — A "corking-good" com-
edy that seemed to please all. Drew well
for two days. — Elks theatre, Prescott,
Ariz. — General patronage.
Little Mary Sunshine (Pathe). with
Baby Marie. — Pathe playlet. Very pleas-
ing little picture. Ran my first Aesop
Fable, Rats at War, with above picture,
which went big. — Wm. Thacher. Royal
theatre, Salina, Kan.
The Alarm (Universal), with a special
cast. — A two-reel western that went big.
Lots of good comedy in this one. This
is one of the best and cleanest picture^
I've run in a long time. Will go big
with kids. Also run a Century comedv
with the above picture, Get Rich Quick
Peggy, with Baby Peggy, that sure was
a dandy. Peggy is getting to be some
actress. — William Thacher, Royal theatre
Salina. Kan.
Bill and Bob Series (Pathe) — ".A
Couple of Kids" is a clean little outdooi
picture that acts as a good filler for fin
children and is entertaining enough tha
they don't get up and leave, which i;
more than I can say of "scenics." — Chas
Lee Hyde, Grand theatre, Pierre, S. D.
Selznick News. — A fine addition to am
program. A 1922 newspaper has sonv
--omedy in it and I believe the news ree
should make an effort to get some mor
smiles. Select could put a couple of thei
"topics" into the news and make it 10
per cent entertainment. — Chas. Lee Hyd(
Grand theatre, Pierre, S. D.
Fox News. — Consider this the bes
news reel on the market. — J. H. Talber
Legion theatre, Norwich, Kan. — Sma
town patronage.
Century Comedies ( Universal).— Ha\.
used quite a number of them. Must sa
that any exhibitor that is not using the;
is just cheating himself. — J. W. Boa
wright, Radio theatre, Ozark, Mo-
Neighborhood patronage.
Snub Pollard Comedies (Pathe).-
Better than most two-reel comedic
They round cut many a program for i
and even sometimes save the day when
weak feature is presented. — J. H. Hi
bert. Legion theatre, Norwich. Kan.
Small town patronage.
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THEATRE EQUIPMENT
Equipment
Progress
If the radiophone has, as re-
ports indicate, proven a box
office attraction for theatres
which are using it we believe
that the subject is indeed one
worthy of discussion at the Na-
tional Convention as suggested
by Mr. Stettmund. The gen-
eral interest it has created
among the public all over the
country warrants an investiga-
tion as to whether or not it
can be made of definite use in
the motion picture field at the
present time. There are many
angles to the situation and the
ramifications of the radio in
the ways in which it can be
used are numerous.
An arrangement whereby
exhibitors generally can at-
tract the public into the the-
atre by use of the radio is one
worthy of every consideration
at a time w hen so many other
factors will soon be attracting
the patron elsewhere during
the hot weather.
Last week we ventured the
opinion that the radiophone,
contrary to the belief of some,
does not loom as a possible
competitor of the motion pic-
ture theatre. In this connec-
tion Maurice Choynski of the
Newberry theatre says : "The
form of amusement to enter-
tain the home gathering has
no competitive standpoint in
regard to public amusement."
B. McElroy of Fitzpatrick-
McElroy Theatre Circuit says
he "does not view the radio in
any serious way as being a
competitive factor to sreneral
theatres business." Theatre
patrons in his opinion desire
amusement from the stand-
point of both eye and ear and
not from the ear alone.
Exhibitor Offers Plan to Give
Every Playhouse Radio Music
Suggests Larger Theatres Broadcast Music for the
Benefit of Small Houses— Urges Action
at National Convention
The radiophone, its reiation to the the-
atre, what it is destined to become in the
future, and numerous other angles form
a topic of conversation at present in al-
most every gathering of theatremen.
Every one seems greatly interested. Vir-
tually every day the radiophone is com-
ing into use in connection with this or
that — which keeps interest at high pitch.
Stettmund Outlines Plank
How can the motion picture theatre
owners best make use of this latest in-
vention of science. This is the ques-
tion in which showmen are primarily
interested. And here is a suggestion
from H. G. Stettmund of the Odeon
theatre. Chandler. Okla., that furnishes
food for considerable thought on the sub-
ject.
In a letter to Martin J. Quigley. pub-
lisher and editor of the Herald Mr. Stett-
mund writes:
"The radiophone is working wonders
and it is practically in its infancy. I have
written to several theatres who have in-
stalled receiving sets with loud speak-
ers and they claim it has increased their
attendance greatly.
"Would it not be a good idea to have
one of the leading theatres in N'ew York
City. Chicago. Kansas City. Dallas. Den-
ver, etc., to broadcast their music every
day.
Would Pay for Service
"The hundreds of small theatres in
each territory could put in receiving sets
and use this music in their own shows.
Of course, there are a number of the-
atres that have their own music and play
to their pictures, but there are hundreds
using mechanical music.
"Let each exhibitor using this ser-
vice pay $5.00 or $10.00 per month for
this privilege. In this way the broad-
casting theatre would soon get paid for
their installation and a nice revenue each
month. The payment by exhibitors
would have to be on the honor system.
There are possibly some who would use
the service and not pay. but thank good-
ness they are greatly in the minority.
Sees Good Revenue
"The theatre using this service would
soon have sufficient additional patronage
to pay for their installation and derive a
good revenue also.
"I hope the Xational Convention will
take up this matter and see that some-
thing regarding this is done."
Monsoon Cooling System
Opens New Philadelphia
Office to Meet Demands
Owing to its steadily increasing busi-
ness in Pennsylvania and Delaware, and
the many new inquiries from these two
states. Monsoon Cooling System, of
Brooklyn. X. Y.. have been compelled to
open a branch office in Philadelphia.
J. G. Amnion, an engineer thoroughly
experienced in the designing of cooling
and ventilating systems for theatres, will
be in charge.
The new Philadelphia office of Mon-
soon will be located in the Bulletin Build-
ing, room 726.
HERE IS the huge portable power plant which will be used in the making of
Marshall Neilan productions, described last week. In the foreground are
Marshall Neilan and A. W. Harrison, designer.
84
EXHIBITORS HERALD
New Standard Electrical Attraction
Board Perfected by Luminus Signs
April 22, 1922
A new standard electrical sign and
attraction board, designated to put with-
in reach of the smallest exhibitor adver-
tising illumination facilities on a par
with that which features the largest the-
atres of the country is the latest pro-
gressive step in* the field of theatrical
illumination. The new display device,
according to officials of Luminus Signs
Company, 1400 South Michigan avenue,
Chicago, will not only be within reach
of the smaller theatre owner from an
initial cost standpoint but will comprise
features that reduces its upkeep to a
minimum.
Used by Ascher Bros.
The new type illumination boards have
already been installed at the Columbia
and Star & Garter theatres, Chicago.
Preparations are also under way for the
conversion of the lighting of the theatres
of Ascher Brothers to the new style of
equipment.
In the new attraction board arrange-
ments have been perfected to reduce
possibilities of breakage. Where form-
erly the plate glass that formed the
background of the letter through which
the illumination was cast, was, in each
instance, separate for each letter, the new
arrangement provides for one solid glass
background. The skeleton letters are
then placed against the glass giving the
same effect as previously but greatly
facilitating the work of putting up new
letters and eliminating the chances of
jufnns
TZ1N6
V : =5
£ YE
CO£D LflYOUT, j BEHflLTO THEATRE
6r* -
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breaking the individual glass pieces re-
quired under the old system.
Increases Attendance
"We believe that the new type stand-
ard board will have a revolutionary ef-
fect among theatres," says Sanford Her-
zog, sales manager of the company. "It
will enable theatres who have not here-
tofore used electrical signs on the ex-
terior of their theatres to equip them-
selves at a cost within their reach. It
has been well established that electrical
display is an effective drawing power
for any playhouse."
Mount Carmel, Pa.,
To Get New Theatre
$200,000 Building Will Be
Built by Chamberlain
Amusement Co.
A new theatre for Mount Carmel, to
be one of the finest in Central Penn-
sylvania, will be erected by Chamberlain
Amusement Company. Offices and apart-
ments will be included in the structure
which will entotal an outlay of $200,000.
The playhouse will seat 1800 with 500
of the seats being in the balcony.
Three Stories to Building
The proposed theatre will occupy a site
100 feet in width by more than 150 feet
in depth. The building will be three
stories in height, of marble, brick and
terra cotta. The third floor of the struc-
ture will house a series of small apart-
ments, which, it is pointed out, will serve
to relieve the housing situation in Mount
Carmel.
The new theatre will be known as the
Victoria. Plans call for a spacious lobby
and entrance with all modern conven-
iences in the form of rest rooms for men
and women, a spacious promenade and
the like.
Operate Seven Theatres
With the completion of the Victoria
Chamberlain Amusement Company will
have added the eighth playhouse to their
chain. Theatres now operated by the
company are: Victoria, Strand and Fam-
ily at Shamokin; Theatorium and Val-
entine, Mount Carmel; the Victoria,
Bloomsburg and the Victoria at Tam-
aqua.
q
He fwee/?
and L.I n K\
3 Tnche-s
THE SHUTTER closing arrangement devised by George H. Schade of Sandusky,
Ohio, described in the Herald of March 25, has aroused considerable interest. We
are glad to present herewith another plan for the same purpose — that of closing
all portholes simultaneously in the event of a fire in the projection room. This
arrangement is in effect at the Benalto theatre, Omaha, Nebraska, and is submitted
by the projectionist of the Benalto, who signs himself "Yours for Safety."
Price Cutting War Is
Waged by Companies
Handling Film Trailers
A merry little price-cutting war is be-
ing waged in Chicago trade circles in the
matter of trailers. Formerly exhibitors
had to pay from 10 to 15 cents a foot for
advertising trailers, but about a year ago
Irving Mack entered the field and estab-
lished a price of 8 cents a foot. Others
then cut their price to 10 cents and this
week, with another company entering the
field, a new rate of cents has been
announced by two concerns.
The Mack trailers, however, remain at
8 cents a foot and he is furnishing Roth-
acker prints.
There has been a steady increase in the
demand for good trailers and business is
booming in this particular line of work.
Several New York concerns have been
soliciting work in the Chicago territory
but cannot compete with the local con-
cerns, owing to slow delivery and an in-
ferior grade of work.
Cain Is Paramount Lead
Robert Cain has signed to play leading
roles in Paramount pictures.
April 22, 1922
EXHIBITORS HERALD
85
Th eatres
Providing Comfort for Fans Is
an Asset. Exhibitors Know
This. Palaces Are Going Up.
Only the Latest Equip-
ment Is Being Installed
New Projects
Moultrie, Ga. — A. Huber has announced
that he will build a new motion picture
theatre in Moultrie. He has also stated
that three business houses he owned,
which were destroyed by rire, will be re-
built.
*
Frankfort, Ind. — Rodney Leonard,
architect of this city, is preparing plans
for M. L. Conley for a new motion pic-
ture theatre to be one of the finest in the
city. It is hoped to have the structure
completed by Sept. 1. Lease of the play-
house has been acquired by M. C. B.
Theatre Company of Frankfort.
New Haven, Conn. — C. B. Eastman of
Woodbury has purchased property on
Whiting street which he will renovate
and rebuild into a motion picture theatre.
CLASSIFIED
Five Cents per Word Payable
in Advance. Minimum Charge,
$1.00
EQUIPMENT FOR SALE
FOR SALE: Wagner White Spot Rotary con-
verter. 110 Volt A. C. to 44 ampere D. C. com-
plete with switch hoard; cost over $700. First
$150 takes it. Richelieu Theatre, Bedford, Pa.
USED OPERA CHAIRS
FOR SALF. : 300 Used Opera Chairs, 3 ply
and No. 6 Powers machine in stood condition.
Play House, Suffern, N. Y. F. Conkling, Man-
ager.
Daytona, Fla. — John F. Walter, presi-
dent of the East Coast Bank; Henry B.
Schulte, president of the H. B. Schulte
Realty Company, and others, are active
in the formation of a Halifax Amusement
Association which proposes to build a
new large theatre.
*
San Jose, Cal. — Parlies whose names
are not mentioned but who are said to
have recently come to San Jose will con-
struct a theatre on Second street near
San Antonio street, to cost $20,000.
*
Chicago, Illinois. — A new theatre to
seat 1,500 is contemplated, by General
Amusement Company. The cost will be
about $:i00,000. John Reed Fugard and
Knapp have drawn plans.
Detroit, Mich. — Detroit Motion Picture
Corporation, 608 Stroh Building, will erect
a studio here to cost $30,000.
*
Monroe, La. — Saenger Amusement
Company, New Orleans, will spend $20,-
000 to rebuild the Lyceum theatre in this
city. Charles David, architect for the
company at New Orleans, has drawn new
plans.
Chardon, O. — Rapid progress is being
made on the construction of the new thea-
tre here on the site of the old Opera
House.
*
Clark, Mo. — The dire need for a new
theatre in Clark is pointed out in an edi-
torial in the local newspaper which is
urging the residents to undertake the
proposition.
Ownership Changes
Sioux Falls, S. D. — Charles Sawyer has
assumed control of the Liberty theatre
following expiration of the lease held by
H. J. Updegraff. Mr. Sawyer, who also
manages the Princess theatre, states that
he will give his entire time to the Liberty
in the future.
*
Montone, Ind. — G. C. Meadows of Fort
Wayne has purchased the Crystal theatre
here.
*
Dierks, Ark. — Kinney Lloyd and F. F.
Springer have purchased the Spad thea-
tre from A. P Allbaugh.
TYPHOON POOLING QY5TEM
TYPHOON FAN CO. 345W.39-ST. NEW YORK
West Milton, O.— A. R. Boyd has sold
his motion picture theatre in this city
to Charles Furnace.
*
Wyanet, 111. — Mr. and Mrs. Claude
Weaver of this city have purchased the
Metro motion picture theatre here from
Wm. R. Wyatt.
*
Springfield, Mo. — The Palace theatre,
a negro motion picture house, has been
sold by Harry L. Horn to Mrs. J. G.
Hodges.
*
Openings
Dixon, 111. — The new $200,000 theatre
here has been completed and thrown open
to the public.
San Francisco, Cal. — The New Golden
Gate theatre in San Francisco has been
officially opened.
Gold Fibre Screens
Recent Installations
Lincoln Theatre
Washington, D. C.
Liberty Theatre
Youngstown, Ohio
Dixon Theatre
Dixon, Illinois
Senate Theatre
Chicago, 111.
New Grand
Central Theatre
St. Louis, Mo.
Minusa Cine Screen Co.
St. Louis, U. S. A.
CVorld s Largest Producers^
potion Picture Screens
i
■ heating
v/entilatinq
1
I
f
1 Let the theatre
ventilation
specialists
tell vou how —
nvwzvMK tppun*: systen • * «
71 North 6th Street Brooklyn, N. Y.
An outstanding reason for the pre-eminent
popularity of the HERALD with the cre-
ators of motion pictures — directors, play-
ers and writers — is the department,
"What the Picture Did for Me," which
affords the one indisputable record of box
office performance.
CHICAGO TRADE EVENTS
126 Exhibitors and
Exchange Men Dine
City and Federal Officials
Attend Luncheon at
Sherman
One of the finest luncheons ever ten-
dered by an exhibitor organization was
held in the Crystal room at the Sherman
hotel last Wednesday afternoon.
It was the only entertainment feature
on the convention program of the Illinois
Motion Picture Theatre Owners, but it
was well worth the effort.
126 in Attendance
Seated about the tables in the Crystal
room were 126 exhibitors, exchange men,
press representatives and public officials.
The usual delectable Sherman luncheon
was served during a program of music
furnished by a Mills Symphony Orches-
tra, the product of Mills Novelty Com-
pany of Chicago.
Immediately following the luncheon
service short talks were made by State's
Attorney Robert E. Crowe, Judge Henry
Horner, Alderman A. J. Cermak, Dr.
John Dill Robertson, representing Mayor
Thompson; William D. Saltiel, represent-
ing Samuel Ettleson; Dr. Pritchard, rep-
resenting Dr. Bundeson of the health de-
partment; U. S. Marshall Bob Levy, and
Peter Bartzen, former building commis-
sioner.
Managers Are Invited
Exchange managers and their staffs at-
tended the luncheon in a body, the invita-
tion having been tendered by the exhib-
itors organization.
A picture of the banquet is published in
the Pictorial Section.
Springfield, Missouri,
To Get $500,000 House
A 2,200-seat theatre to be known as
the Criterion and costing more than
$500,000 will be built by a syndicate
headed by W. F. Landers and E. E.
Mcjimsey. It will stand on the south
side of the public square. The site will
be cleared at once. It will have a stage
to accommodate road shows.
Adelphi Theatre Is Sold
The Adelphi theatre, at Clark street and
Estes avenue, which is operated by
Ascher Brothers, .has been sold to
Eleanor Perboner by Marx Blatt. The
sales price was said to be $185,000.
Cyril O'Connor, Universale relief switch-
board operator, is calling everybody by the ir
first names these days — even the President
of the company.
J. C. PARISH, one of the pioneers of
the film business, who has been made
manager of the Reelcraft Pictures ex-
change, Indianapolis, Ind. He started
in 1907 and has been connected with
Warner Features, Inc., Universal —
Bluebird Photoplays, Beehive Ex-
change, and was manager of the old
Reelcraft exchange for two years.
Here's a Puzzle: Who's
Next Exhibitor Chief?
Exhibitor members of the Chicago unit
of the Motion Picture Theatre Owners
of America will hold their annual elec-
tion on Friday, April 14. So far as is
known no exhibitor has announced his
candidacy for the office of president.
Whether or not John Silha will seek re-
election is uncertain.
First National sales force was augmented
last week by the addition of W. C. "Biu."
COOK, from Fox exchange, and H. W.
Rkkf.r, formerly with Pathe. Both have
country territory.
Trick Donkey in Circus
Parade Boosts Feature
The Chicago Universal exchange
grabbed off a good piece of publicity
when the Sells-Floto circus came to
town April 8. Under a city ordinance no
circus parades are permitted within the
city limits, except for charity or political
purposes. Mayor Thompson granted the
circus people permission to parade the
loop district, provided they advertised his
5 cent car fare campaign on the herd of
elephants, and Universal followed through
by hiring a trick donkey in the parade,
dressed him in women's clothes and
galoshes and labeled him and the female
rider "Foolish Wives." The picture
opens next week at the Balaban & Katz
Tivoli theatre and the advertising was
used twice a day at the Coliseum during
the performances.
To Decide Soon on
Distribution Source
Pacific Official Expected to
Announce Selection of
Exchange Shortly
It is expected that Julius Singer, East-
ern representative of Pacific Film Com-
pany, will announce within a short time
the selection of a state right exchange in
Chicago to distribute his company's
product in this territory.
Makes Survey of Companies
Mr. Singer has made a thorough survey
of exchange conditions in this city. It
is understood that negotiations are un-
der way at the present time with one of
the companies in South Wabash. As
soon as the deal is closed an announce-
ment will be made.
Among the pictures which will be
handled for Pacific are: Henry B. Wal-
thall in "The Able Minded Lady"; Ora
Carew, Walt Whitman and Gloria Joy
in "The Girl from Rocky Point" and
"The Forest King" with Reed Chapman
and Lillian Hall.
Receives Many Inquiries
Mr. Singer states that President John
J. Hayes of Pacific is in receipt of many
inquiries relative to the three productions
from other territories and foreign coun-
tries. Negotiations for the sale of the
company's output for South America are
pending.
The company's first Billy Armstrong
comedy will be published by the com-
pany on June 1. The program calls for
one comedy every three weeks follow-
ing that date.
J. J. Sampson, Universal salesman, has
a new ccupe — the so-called snake brand —
the kind that rattles before it strikes you.
Enthusiastic Fan
Steals Print
A fan became so enthused over
Charlie Chaplin's new picture "Pay
Day" at the Rialto theatre the other
night that he quite forgot himself
to the extent of breaking open the
door of the operating room after the
performance was over and taking
the box of Chaplin fun in celluloid
form beneath his arm and disap-
pearing. The theft was not discov-
ered until William Rosenblum, the
manager, arrived at 11 a. m. the
next morning to begin the perform-
ance. Detectives were assigned to
the case and the police department
informed of the robbery. Inci-
dentally, another copy of the film
was obtained from the Associated
First National exchange and the
show went on as usual — although a
bit tardy.
April 22, 1922
EXHIBITORS HERALD
87
("CHICAGO PERSONALITIES \
L— . By Mac. — '
We've been hearin' a heap o' chatter
about those wonderful noon-time luncheons
being served by Chicago's big amusement
club. Every Chin-Chin member inter-
viewed gives us the same okay, which at the
present time constitutes most of the boys
on the Row. Of course there are still a
few absent. Get busy, lads, and send in'
that application. "Hank" Peters and his
fellow members of the executive commit-
tee cordially invite the visiting exhibitors
to make the Chin-Chin club, with its homey
appointments, their rendezvous, and re-
member, boys, that luncheon we just men-
tioned is yours for a sixty-cent piece.
* * *
One of Chi's popular salesmen seemingly
is on very clubby terms with America's
stellar literary masters. Manager Ralph
Simmons, of the Hodkinson branch, was
tendered a contract the other day calling
for "Washington," "Edgar," "Ollie,"
"Henry Wadsworth," "Nat," "Marcus,"
"Jimmie Fennimore," "Jim Russell,"
"Ralph" and "Walt." No wonder manager
Simmons paged Clarence Phillips for
further details ! ! By the way, Clarence has
shipped the "goat" to his farm and is now
calling on the trade driving his new Dodge
touring car.
* * *
While chattering about the motor market
we overheard the famous Gus Treulich
leaving a line of chatter about Universal
>odies for "Detroit Rolling-Worses." Evi-
lently Gus is representing the Universal
J)ody Corp'n, eh, wot?
* * *
Business is great at the local Select ex-
hange. Still this is reason why M. M.
Creuger should be shopping around the
Joop for a 7% sky-piece: Why not patron-
ze a tent-maker?
* * *
George Ransley of the Central Theatre
iupply, has just turned in some early golf
orm. A 68, 72 and an 80. Great, George,
hat 68 sounds like Tommy Greenwood s
tuff. Y'know — then his wife peeped in
he room and informed him : "It's time you
re getting up for breakfast, Tom."
* * *
Joe Koppel, manager of the Bryn Mawr
leatre, has been doubling in brass for
everal days. Yep, Joe is now a full-
edged Evanstonian. Just opened his new
ome, a pretty bungalow, on Lincoln street.
Wouldn't slip us the date for the big
ouse warming party in contemplation.
* * *
Jack Williams, manager of the Mid-
Zest Theatre Supply, is now prepared to
elcome all local exchanges and visiting
ew York state righters to his new pro-
ction parlor at 802 South Wabash avenue,
he popular old veteran has equipped a
ost inviting home for trade showings,
'rnished right up to the minute, pretty
icker chairs strewn about after the fash-
n of a club rest room, two Simplex pro-
ctors throwing the films on one of
inusa's latest make of screens.
* * *
Ben Beadell is now negotiating arrange-
ents with the Illinois Fair Association
lich controls the many county fairs about
e State, to book his big fight feature, "The
ficial Dempsey-Carpentier Fight Pic-
res" at all the fairs, which begin to open
out early June and continue into late
tober.
Jack Lorenz has just been appointed
Milwaukee representative for the American
Releasing Corp., having just resigned from
the Fox Film office in the same city.
* * *
R. E. Groninger, the erstwhile owner of
Dreamland theatre, Glasford, Illinois, was
espied the other day giving his many
friends on the Row the glad hand. Looks
to us, perhaps — mebbee, "R. E. G." is sort
of homesick for another theatre.
* * *
Among the recent appointments along
the Row is Max Cutler wjio is represent-
ing the Goldwyn product on the south side
of the city and the popular Joe Hickevnovv,
covering the Wisconsin territory, making
his headquarters at Milwaukee.
* * *
By the way, another convert to cow pas-
ture billiards has been gathered to the fold.
James Salter, the dude exhibitor from
aristocratic Wilmette, is going to sponsor
Tony Philbin of the local Goldwyn ex-
change in the grand ol' Scot game. Hoot,
mon, anither wee bit o' thrill to ken about ! '
* * *
Wallie Altlanu, covering Wisconsin in
behalf of Ben Beadell's big fight picture
offerings, tells us the Badger state exhibi-
tors are packing his order book just chock
full of set-ins. Them's nice woids to listen
to, "Altie."
* * *
For a moment we thought a "riot" was
on in the lobby of the Scown building the
other afternoon upon alighting from the
elevator. However it turned out to be
Tom Norman showing Al Lyon how easy
it was to use the same "show stuff" in his
theatre that Tom plays. The last we heard
was Tom with a loud WOW ! WOW ! ! To
which Al came back with a few tender
BANG! BANGS ! ! Guess they must refer
to the exciting moments of one of those
there chapter plays, thinks us.
* * *
Speaking of "friendly rivalry" in the film
business. Here's J. P. Gruwell of the
Progress Pictures agitating their big fea-
ture, "Mother Eternal," which opens at the
Adams theatre for a run and Charlie
Davis, 2n, jamming the columns of our
local newspapers all about the big Arrow
special, "Ten Nights in a Barroom," which
opens at Barbee's Loop theatre, both open-
ing April 16. This duo of publicists sit
aside of one another in the same exchange
and to date their morning greeting is much
like buddies to each other. We are watch-
ing with interest.
* * *
R. C. Smith, who is known around
Chicago film circles as "Smithy" — re-
turned to his desk at Celebrated Players
last Monday, after six weeks sickness.
* * *
Heavy artillery was taken into the first
line trenches on the battlefront at the
Sherman hotel last Wednesday afternoon.
Four casualties reported.
* * *
The board of judges has awarded the dis-
tinguished service buckle to W. W. Watts
of Springfield. The citation is for remain-
ing calm with hot firing on all sides.
* * *
Joe Hopp, John Silha, Louis Frank and
J. B. Dibelka have a competitor in G. W.
Reynolds of DeKalb. Reynolds displayed
his vocal proclivities with such success at
one turn in the road that we're thinking of
asking him to join our lodge. We know
the "four horsemen" will vote unanimously
for it.
* * *
Try as hard as he might E. J. Haley
couldn't pass up that good luncheon which
"Bill" Sweeney and his co-workers had pre-
pared for exhibitors and film men. Every-
body was glad to see E. J., who has been
ill for some months. Arthur Haley, one
of the youngest of exhibitors, took care of
his father's interests at the convention.
* * *
John Silha, who is running second in
the fat men's race, Ben Berve of Rochelle
holding a comfortable lead, was accused
of resorting to sinister tactics during the
convention. That's always the way when
a man endeavors to be a "good fellow.
Here's one vote against conviction.
* * *
J. E. Condon of DeKalb sees great possi-
bilities in the radio. He suggests that the
next convention be held by radio, believing
that by fall all exhibitors will have installed
instruments. That's all right but Mediator
Watt's task would be made more difficult.
Somebody must keep the air pure.
* * *
See you all in Rock Island, or Springfield,
or Quincy or some other good town next
fall.
NEWSPICTURES
(Continued from page 59)
firemen not to go hungry (Boston only) — Name
new tulip for Mrs. Harding (Chicago) — Cavalry
reviewed at Fort Bliss, Tex. — Passenger air line
begun on coast (San Francisco and Los Angeles
only) — Minnesota's new coaches on the job (Min-
neapolis only) — Rosa Raisa gives noon time con-
cert in San Francisco to 25,000.
PATHE NEWS, No. 28^ Mine Workers head
asks nation to take over mines (Washington) —
China greets Marshal Joffre (Pekin) — Notables
"In the Limelight" — Guard antelope and elk
(Gardiner, Mont.) — Former emperor of Austria-
Hungary dies at Funchal, Madeira — Grand Na-
tional run off at Liverpool, Eng., featured by spills
— Paris celebrates Mi-Careme carnival — Last hero
dead arrive from France (Brooklyn) — Sault Ste.
Marie, Mich., takes care of under-fed school chil-
dren (Milwaukee only) — Army "Samson" per-
forms at Philadelphia (Philadelphia only) —
Wounded veterans taught to overcome handi-
caps (Dallas, Tex., only) — Boston pays tribute to
dead police head (Boston only).
SELZNICK NEWS, No. 1028: Congressional
Committee visits Muscle Shoals — Cockfight sea-
son opens in Mexico — Theodore Roosevelt, Jr.,
locates vessels to be scrapped — Suffrage has back
to wall in Japan (Tokio) — Final memorial serv-
ices for soldier dead (Brooklyn) — 600,000 miners
on strike ( Wilkes-Barre, Pa.) — Marshal Joffre
enters America (Victoria, B. C.) — What are they
doing now? (Feature) — Notables sail from New
York.
FOX NEWS, No. 52: Notables in the news —
Stock show at Fort Worth, Tex. — General Macias
takes charge of federal troops at Mexicali, Mexico
(Los Angeles only) — Fast mail meets truck at
crossing and two are killed (Los Angeles only) —
Parlor, bedroom and bath on wheels (Seattle
only) — Historic temples reproduced for French
Colonial Exhibition (Marseilles, France) — Picture
paragraphs (Feature) — News novelties — Face to
Face with Japan. No. 53: Miners strike at
Scranton, Pa. — Notables in the news — Paris fetes
beauty prize winner — News paragraphs — Firemen
climb world's longest ladder (Butte only) — Catch
man-eating shark (Seattle only) — Destroyers
mobilized at San Diego (Los Angeles only) —
Camera man visits Dassen Island, South Africa —
News novelties — Heavy seas sweep Australian
coast.
INTERNATIONAL NEWS, No. 27: 600,000
miners strike (Scranton, Pa.) — Interesting folks
in news of the day — Former Emperor of Austria-
Hungary dies at Munchal, Madeira — Paris revels
in carnival — Tornado sweeps Beaumont, Tex. —
Canadian veterans parade in Chicago — Marshal
Joffre welcomed in West — Sea batters coast at
Winthrop, Mass (Boston only) — New plane flys
straight up (Paris) — Nation honors last hero
dead (Brooklyn), No. 28: Amundsen tests polar
plane (Long Island, N. Y.) — Unveil mon-
ument to Admiral Peary at Washington — Coffee
wagon to serve firemen (Boston only) — Marie
Prevost poses for Easter fashions — Steamers
aground at Little Hell Gate, off Long Island —
Marshal Joffre enters U. S. at Blaine, Wash. —
Snapshots in news of the day — Engineering mar-
vel opens vast new empire as U. S. pushes rail-
road through Alaskan wilds — Cartoon.
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmet.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
M inter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), six
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels. _ . _. .
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Fairo
Binney. .
Devil-Dog Dawson, five reels, with Jack Hoxie.
The Star Reporter, five reels, with Billie Rhodes.
God's Country and the Law. 6 reels, Gladys Leslie.
Love, Hate and a Woman, 6 reels, Grace Davison.
A Yankee Go Getter, 5 reels, Neva Gerber and
James Morrison.
Dangerous Paths, 6 reels, Neva Gerber.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed through Pathe Exchanges
The Sin of Martha Queed, all star cast six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reel*.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up! (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
PLAYGOERS PICTURES, INC.
Oct. 9— Across the Divide, six reels.
Oct. 23— Tropical Love, five reels.
Nov. 13— Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dec 4— The Ruse of the Rattler, five reels.
Jan. 15— Reckless Chances, five reels.
Hills of Missing Men, six reels.
Sunshine Harbor, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Western Hearts, five reels, with Art Staunton and
Josie Sedgwick.
The Wolverine, five reels, with Helen Gibson.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels.
Dangerous Love, five reels.
Captivating Mary Carstairs, five reel (Norma
Talmadge re-isue.)
The Heart of the North, five reels, Roy Stewart.
Life's Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
ball Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels.
FAMOUS PLAYERS-LASKY
Lane That Had No Turning, five reels, Agnes
Ayres.
A Prince There Was, six reels, Thomas Meighan.
The Bride's Play, seven reels, Marion Davies.
Nancy from Nowhere, five reels, Bebe Daniels
(Realart).
Three Live Ghosts, six reels (Geo. Fitzmaurice
Prod.).
Tillie. Mary Miles Minter (Realart).
One Glorious Day (Will Rogers), 5,100 feet.
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet.
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet.
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels— Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet
The Mistress of the World (Special— Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5.100 feet. ,
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet.
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
feet.
The Heart Specialist (Mary Miles Minter — Real-
art), 5,000 feet. . .
Beauty's Worth (Marion Davies — Cosmopolitan).
The Mistress of the World (Chapter 4), 3,825
feet
The Green Temptation (Betty Compson). 6165
feet
Through a Glass Window (May McAvoy). 4,490
feet.
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton), 4.698 feet.
The Sleepwalker (Constance Binney), 4.530 feet.
FIDELITY PICTURES CO
The Married Virgin, six reels.
Frivolous Wives, six reels.
FILM MARKET, INC.
The House Without Children, seven reels, with
Richard Travers.
The Supreme Passion, six reels.
The Nerer-doWell. six reels.
FIRST NATIONAL
Woman's Place, with Constance Talmadge.
The Invisible Fear, with Anita Stewart.
Two Minutes to Go. with Charles Ray.
Her Social Value, with Katherine MacDonald.
All for a Woman (Special). _
My Lady Friends, with Mr. and Mrs. Carter De
Haven. .... , .
The Wonderful Thing, with Norma Talmadge.
Alfs Button (Special).
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod ). _ , .
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
I-ove's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The Barnstormer, with Charles Ray.
Red Hot Romance, seven reels (Emerson-Loos).
Penrod. eight reels, Wesley Barry.
The Cave Girl, six reels.
FEDERATED FILM EXCHANGE?
The Servant in the House, five reels, with
star east
Danvrrnui Toys, seven reels, with all-star cast
Heidi of the Alps, Prizms.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Court, eight
reels.
Thunderclap, seven reels.
Shame, 8.200 feet.
Perjury, 7,400 feet.
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARNUM SERIES
Hi« Greatest Sacrifice, six reels.
A Stage Romance, 6,416 feet.
PEARL WHITE SERIES
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SEH1HB
Ridin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERIHI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIES
Ever Since Eve, five reels.
Queenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUSTIN FARNUH SERIES
The Primal Law, five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILRERT SERIES
Gleam o' Dawn, 4,178 feet.
2«»TH TK1VTIIRT RR ANT)
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy- Walker).
Whatever She Want* (Eileen Percy).
Smiles Are Trump (Maurice Flynn), five reels.
Extra! Extra! (Walker-Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Clairo Windsor.
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell Skl|
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Moongold, 3,176 feet.
Bear, Boy and Dog. two reels.
Puppy Days, 969 feet.
Robinson Crusoe Hours. 966 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest.
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
GOLDWYN PICTURES CORP.
Ace of Hearts, six reels.
For Those We Love, six reels.
Invisible Power, seven reels.
Dangerous Curve Ahead, six reels.
The Old Nest, eight reels.
Pardon My French, six reels. Vivian Martin.
The Grim Comedian, six reels. (Rita Weiman.)
Poverty of Riches, six reels. (Reroy Scott)
Man from Lost River. (Katherine N. Burt.)
A Poor Relation, five reels. Will Rogers.
From Ground Up, five reels. Tom Moore.
The Night Rose, six reels. (Leroy Scott.)
Be My Wife, five reels. Max Linder.
The Glorious Fool, six reel*.
Man with Two Mothers.
His Back Against the Wall, five reels.
Watch Your Step, six reels.
Doubling -for Romeo, six reels.
The Wallflower, six reels.
Crand Larceny, six reels.
Theodora, special cast, eight reels.
(sident Harding May Address Lxhibitors
^ AWO UN CEMENT!
Norma Talmadge's
next picture, taken from Balzac's
famous novel, "The Duchess of
Langeais," will be released under the
title of
k-1
99
The Eternal Flame
Those who have seen the picture de;lare that
it is even a greater production than "Smiliri
Through", which is now making such a sensa-
tional success throughout the country. Pre-
sented by Joseph M. Schenck.
A First National Attraction
TO
•g jJ'UjU i;i U»U ijl Ul l U H I iprjUTx^: Y^nti ij ; ;;iip
>V, No 18 MAR f IN J. QUIGLEY, PUBLISHER
Enttred ti leconA-ciass matter, August X, 1917, at tht Pest Office at Chicago, III., under the Act ef March }, iSn
weekly at 417 South Dearborn St., Chicago. Subscription. I
April 29, 1922
PAGE II
V
III
IIMVERSAL'S
MOVING PICTURE WEEKLY
liSUE DATED APRIL 29, 1922
I All about the f 7000cHven am/
i free for best exploitation ideas on
'The Adventures of Robinson Crusoe'the
1} Greatest Chapter- Play ever produced
IF YOU FAIL TO RECEIVE YOUR COPY OF THE
MOVING PICTURE WEEKLY REGULARLY, PLEASE
NOTIFY THE CIRCULATION MANAGER , UNIVERSAL
FILM MFG. CO., 1600 PROADVAY, NEW YORK
tnd different! i Iwtflfr^T
It's novel and distinctive !
A crashing outdoor feature,
thrilling with nervy deeds and
spectacular action —
Yet ringing with laughter and
the keen humor of a resource-
ful light drama which verges at
times upon pure comedy.
A rare combination for real en-
joyment !
9\n Ed^ar Jones Production
presented and Distributed by
Playgoers Pictures
Physical Distributors
Pat hi Exchange
OREIO^M REPRESENLAT
vJORATULAT i O m S TO
* THOMAS H. INCE
I Hit MA6NIPICSNT. .
FRACTION MOW SWEEP -
1 THE COUNTdy
IlL THE WOMAN'
3RENCE VIDOft
*$)man, Wake Up 77 is
dready a spectacular
l iumph for Miss Vidor
md for the theatres
]xhibitors,WaKe up
Is your bi^ opportunity
I lorence Vidor
LI 4> .
i woman, ^Vake Up
fesented and distributed by
I Associated Exhibitors
Arthur S. Kane, President
Physical Distributors
Pathi Exchange
/
(
IE N REPRESENTATIVE
f IONE.y CARRE TT
i
6
EXHIBITORS HERALD
April 29, 1922
BOOK EM
BOOST 'EM
THEY'RE THE PUNCH
OF EVERY PROGRAM
First Release
"SUCH IS LIFE IN
LONDON'S WESTEND"
Land it NOW! It's a two-fisted
smash for novelty— It teems with
timely wit and humor— It'll carry your
patrons across the sea and show them
the wonders of the British capital—
It'll jam jazz and a laugh into your
show— It'll save it if your feature is
weak-The ABSOLUTE CLASS of
their kind.
Book Travelaughs at once thru
your nearest R-C Exchange and grab
'em quick.
I
April 29. 1922
EXHIBITORS HERALD
You're Right, Mr. Harris —
and Thousands of Exhibitors
Know It!
xCl THEATRE
PicW«*
CENTUM THEATRE
W. F. HARRIS
OFFICE OF pHoNF loSS
, — Va.. 1
BROADWAYTHEATRE
PHONE 10SS 1922.
Petersburg,
* fierier8 ■»■
, - R. Kan*- corp.-
• cle Wen, y,lS'band.
t r^e four H -ia VV Wi*8'
aod : Behold
„n their i^Sve P1*7"™ opP°rt^t< 8f a^or7
Sato- Ji rss,A ' ««•
tu.«"iS> <">4 !t «»t ' "fill! «"4 *
parens
cant
ha3 to ore
jiC3
.asue.
*?h/ds
-j our 3 verr
truly*
And here
are some
current
(-paramount
Qlassics
BETTY COMPSON in
"The Green Temptation"
ETHEL CLAYTON in
"The Cradle"
"IS MATRIMONY A
FAILURE?"
With an all-star cast
"THE GOOD PRO-
VIDER"
Created by Cosmopolitan
DOROTHY DALTON in
"The Crimson Challenge"
GLORIA SWANSON in
Elinor Glyn's
"Beyond the Rocks"
JACK HOLT AND BEBE
DANIELS in
"Ncrth of the Rio Grande"
GEORGE
FITZMAURICE'S
"The Man from Home"
With James Kirkwood
AGNES AYRES in
"The Ordeal"
THOMAS MEIGHAN in
"The Bachelor Daddy"
WALLACE REID in
"Across the Continent"
OVER THE BORDER"
With Betty Compson and
Tom Moore
GEORGE MELFORD'S
"The Woman Who Walked
Alone"
With Dorothy Dalton
7aSu Pitts
Li I a Lee
Lillian Leigh ton Sylvia Ashton
Lois ilsot
Jesse L. L&sk^ , , , , ,
"Is Jttatrimony
a failure ?"
with.
Roy Barnes, LilaLee
Lois mlsonand^VklterHiers
A question that everyone in the world has
asked, is asking or will ask. That makes it one of
the best box-office titles ever imagined.
A play that's a scream from start to finish, with
a cast of popular favorites.
It will stand up high in the list of 1922 record-
breakers.
From Leo Ditrichstein's adaptation of the play by Oscar Bl/t men thai and
Gnstai Kadelbiirg. Directed by James Craze. Scenario by Walter Woods.
(X (paramount (picture
JESSE L. LASK.Y PRESENTS
Qloria
Awanson
IN ELINOR^ GLYN'S
"BEYOND
THE ROCKS"
WITH RODOLPH VALENTINO'
Gloria Swanson and Elinor
Glyn!
The combination that made "The
Great Moment." Made by the
same director — Sam Wood !
And when you add Rodolph
Valentino, stirring hero of
George Melfbrd's "TheSheik," as
leading man — well, draw your
own conclusions!
It's an enthralling procession of
stirring incidents, marvellous
gowns and startling settings. A
drama with a one hundred per
cent punch.
A wonder picture. More lavish'
ly gowned than any photoplay
ever made. Playing upon the
emotions with the fire and vigor
of a gypsy love song.
They'll fight to get in, and you
know it!
.4 Sam Wood Production.
Scenario bi/ .lark Cunningham
C£ (paramount Q>icture
10
EXHIBITORS HERALD
April 29, 1922
NEVER
before, assuredly, has there been a photodrama title which actually and
accurately described the play of light and
SHADOWS
on the silver screen which produces what we call "Motion Pictures."
That is one reason
WHY
the fourth release by
Second National Pictures Corp.
"The Night Riders
"David and Jonathan"
"Her Story"
Second National Pictures Corp.
140 West 42d Street New York City
Owen Moore
m
Reported Missind
B DIRECTED BY HEHRT I.EHRMAN Q
The Bluest Clean-up Since 'The Kid*
QJt^ Oast est
Otfsrting Vlpture On TZecordf*
-:iznick
Moore
Missin
Scenario by LEWIS ALLEN BROWNE
IL
An Absolute Statement of Facts*.
This Production Will Gross More
Than Any Other Picture Ever Made
SELZNICK or sold by SELECT
pril 29. 1922
EXHIBITORS HERALD
11
How to Sell "Fair Lady " to Your Public
The best picture made won't bring real big money to your box-office
unless you tell your people what you've got. "Fair Lady" is a real
picture. It will make big money for you if you tell your public how
good it is, why it is good, and why they should see it.
PAPER — Sell this picture to your theatre territory with paper. Tell your
story with posters. Bill your town so every man, woman and child
will know about "Fair Lady," will talk about it, and make up their
minds to see it.
LOBBY— Dress your lobby with 11x14 and 22x28 hand-colored display
cards so that it will catch every person passing anywhere near and
make him talk about it at his home, to his neighbors and his friends.
The lobby cards issued with this production are exceptionally
strong as attention attracters.
CLOTHES — Every woman everywhere can always be interested in hand-
some gowns and beautiful costumes. Use cutouts from the posters
showing the gorgeous silver cloth wedding gown worn by the
heroine in this picture. See that every woman in town hears about
these last-minute dress styles.
WILL TELL you more about this picture next week.
The exhibitor and the merchant are in the same class. The
one sells amusement; the other merchandise. When the exhibitor
applies the merchant *s selling principles to his picture it is sure to
show in the box office.
UNITED ARTI/TJ CORPORATION
riAI^Y PlCKrOfiD • CWA(2J_lE CMADLlN • DOUGlAj" PAiriDANKJ" - D. V GQjmTW
WII2AM ADfJAMJ" DliCriOEINT
William Fox presents
SHIRLEY MASON
in the romance of^ an ever^-day £i'rl
It starts with a typewriter and ends with a flourish
^Author ~ Hannah Hinsdale ~> Directedby Harry Beaumont
EXPLO I TAT I O N
These aids were used in a sweeping exploitation campaign
YOUR
TO
FRIEND
in her ^reatesi
SMALL
CARDBOARD
TMROWAWAV.
SAME
ILLUSTRATION
USED POR
TEASER.
WINDOW CARD
i
who
YOUR BES
A HARRY RAPF
production
DOOR KNOB MANGER., TWO COLORS,
WUITE LETTERING ON BLUE
BACKGROUND, STRING ATTACHED
With everij
WARNEQ BP05.
attraction
Ljou have been
given unusual
publicity and.
exploitation
aids, in addition
to wonderful
box -office
f eatu res
W
POSTAL CARDS. SIX TO SET
DIFFERENT CATCM LINE AND
ILLUSTRATION ON EACU CARD
1600 BROADWfflT,
N OV^ f . ,. T 1 E
!l) Central Theatre, N.Y. and helped to brin^ tremendous crowds
SEE
GORDON
icreerv IriumpK
FRIEND
directed hi) WILL NIGH
w
YouVe ^pt another
bicj bet in the
attractive title,
backed bij a sta r
of unquestioned
ability and. popularity
in an elaborate and
beautifully staged
human interest story.
new YORK.
GOLD SEAL
STICKER.,
TWO COLORS.
BANK. BOOK.
U ERALD
LITHOGRAPHED
IN NATURAL
COLOR S.
TEASER 24 SWEET
1(>
EXHIBITORS HERALD
April 29, 1922
Greatest Praise' Ever Bestowed On Any Screen Production
The Verdict of the Press
HOUDINI
In His Initial Photodrama for His Own Company
"The Man From Beyond"
Now Playing TIMES SQUARE THEATRE, New York
I "ONE OF THE MOST HAIR RAISING STUNTS EVER RE-
FLECTED ON THE SCREEN. FOR REALISM AND SENSA-
TIONAL THRILLS IT IS IN EVERY WAY SUPERIOR TO
THE DRAMATIC RAPIDS SCENE IN 'WAY DOWN EAST.'
THE CLIMAX ... IS A BEAR, FOR IT FAIRLY THROWS
YOU OUT OF YOUR SEAT." — Roger Ferri in Moving Picture
World.
II ' MOST THRILLING RESCUE SCENE EVER FILMED . . .
There is no fake about this. . . . It's a corker and well worth
seeing. . . . Drew enthusiastic applause. . . . Accorded a
hearty reception." — R. W. Baremore in Morning Telegraph.
H "Never a spectacle so impressive in its realistic fury as this Big
Panorama. Minutes when one's breath came quick and short.
Thrills and a romance as tempestuous as Niagara." — Evening
Journal.
U "We think the water rescue scene in Houdini's new motion pic-
ture is one of the two most startling photoplay views of this
kind ever made." — Quinn Martin in The li'orld.
t "There are thrills, then a couple of thrills and then more thrill'.
Houdini is whirled to the edge of Niagara and saves the girl.
. . . Will hold any audience spellbound." — The Evening World.
I "I quivered at the views of the couple battling in the rapids on
the veTge of the cataract and almost cheered when they made the
crawl to safety." — Joseph Mulvaney in -V. Y. American.
H "THE MAN FROM BEYOND" is a thriller. Mister Houdini.
being the "master escaper" of the movies, belongs there ... in
the cinema drama, I mean . . . and if action is what you want,
be a little go-getter and try his wares. Creepy stuff for you who
take your movies with thrills attendant. — McElliott in Daily News.
1 "As honestly exciting a moment as one could have, short of actu-
ally going over inside a barrel a thrilling situation FIT TO
RANK WITH THE WATERFALL SCENE IN 'WAY DOWN
EAST.' "—AT. Y. Herald.
I "Interesting stuff. . . . Fantastic conception." — AT. Y. Times.
"The weirdest, most uncanny, yet most fascinating picture ever
presented. Houdini has outclassed his previous efforts in offering
a peculiar type of screen material that possesses all the subtlety of
'Deception,' all the novelty of 'Dr. Caligart's Cabinet,' and all the
mysticism of reincarnation described in the volumes of old masters.
As a box office attraction this stirring drama will draw like a
magnet." — Marion Russell in The Billboard.
li "A thrilling melodrama, fantastic of theme, and highly adventur-
ous, has reached the screen in 'The Man From Beyond.' IT
CARRIES A CLIMAX WHICH REMINDS YOU OF TIIF
ONE STAGED BY GRIFFITH IN 'WAY DOWN EAST.' The
Man From Beyond' will be remembered for its river scene. It
is an exciting moment, and you are caught in a tight embrace of
suspense." — Laurence Reid in Motion Picture News.
U "The most spectacular movie stunt seen here since the river scene
in 'Way Down East.' " — Zit s Weekly.
li "Houdini excells all his past accomplishments in his new screen
play. Swims the Niagara Rapids within a few inches of the
Falls." — Evening Telegram.
H "One can safely wager that it is the most peculiar film now show-
ing on Broadway. It is weird, it is interesting, and at times,
startling. . . . One of the most thrilling episodes ever screened."
— Evening Post.
II "The most thrilling scene of the picture, and one which is worth
seeing, is its closing passage in which Houdini swims through the
Niagara River rapids to rescue the heroine. This was a strikingly
daring feat, and one which was entirely genuine production, with
both Houdini and the girl in question risking their lives. . . .
Idea certainly a novel one." — The Evening Mail.
11 "IT HAS A WHALE OF A PUNCH. Houdini does a sensa-
tional rescue of the heroine in the Niagara rapids, and it has a
kick that would carry any audience. IT IS A VERITABLE
WHALE OF A STUNT. It is a true thriller."— Variety.
11 "The thrill is absolute, positive. THE ENDING IS A SMASH
THAT MAY STAND OUT IN THE ANNALS OF FILM
THRILLS — a battle in the waters of the Niagara River. Mr.
Houdini's screen work is praiseworthy." — Exhibitors Trade Review.
H "Nothing which he showed on the stage equalled the stunts he
performed before the camera." — The Sun.
li "The pictures of the falls and of the rapids are remarkably fine.
Rescue accomplished at great risk to Houdini and the girl." — Globe
II "Houdini ran do things that nobody else on earth can do, and
some of these things are in his picture. The most thrilling thing
he docs is swim down the rapids and rescue a young woman who
is about to go over Niagara Falls. There is no fake about this.
Houdini actually dors it." — Harricttc Underbill in N. Y. Tribune.
Unlimited Exploitation Possibilities
To Be Distributed Through State Right Exchanges
HOUDINI agrees to appear in person in conjunction with
"THE MAN FROM BEYOND" in a limited number of key cities
For Territory Address
HOUDINI PICTURE CORP. ll^t^
■ r
[■f |
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Adapted From
"GOD of* HER PEOPLE"
Si<3ii* arvd Director—
IRVING CUMMING
fuppoffeed by
EVA NOVAK -WALLACE BEERY
And An All Star Cast
Distributed by WESTERN PICTURES EXPLOITATION CO.
New York, 576 Fifth Avenue, Irving Lesser Los Angeles, 5528 Santa] Monica Blvd., Mike Rosenberg
Also 2 Representatives in the Field. Central [and South
WIRE NEW YORK FOR APPOINTMENTS J
18
EXHIBITORS HERALD
April 29, 192
When You Need Advertising,
You Pay For It Whether
You Buy It Or Not!
There are many motion picture
companies which realize at this time
that they need more advertising,
but feel they can't afford it.
By not buying this advertising they
are nevertheless paying for it — and
at an exorbitant price- - in limited
distribution and waning prestige.
Exhibitors are demanding good
pictures at bed-rock prices. The
only way this demand can be met
is through wider distribution.
And the indispensable aid to wider
distribution -which makes bed-
rock prices possible — is adequate
advertising in a trade paper which
has the attention and confidence of
the exhibitors of America.
Such a paper is "Exhibitors
Herald"— a vital factor working for
the accomplishment of the in-
dustry's goal of good pictures at
bed-rock prices.
I
ones onnejcreea
1889
omas Edison in vended the ktnetoscope-
motion pictures in a peep-show
1895
Ohomas Arm at invented the fits? success-
ful machine for projecting motion pictures
on a screen
IQ02
opened J^he^ Electric Jhea?re in
Jos Angeles - firST theatre devo?ed exclusive-
ly to motion pictures
IC)12
Adoph Jikor-tuith his^ famous players m
famous plaus idea- initiated Ihe present,
motion picture feature drama
ituart Black^on producer ?ta
first natural color drama - —
jhe Glorious Adventure — under
fltePFUZMA process patents of William
Van l)oren Kelleij- greeted as an unpre*
cedenfed triumph at the Rotjal Opera
Hou5e tni^ndon -American premiere
presentation k^Rofhafel at the Capi?ol
3he Glorious Adventure
(4 i I
ardtt i
cJ.^?uar^ jSlackton tVoduciion,a seven
par? drama of ^xquisu\ romance and hicrh
adventure, from Ike seventeenth ceniurn
?ale bj£ Felix Orman
^hefTrsicR-ear. dramatic -feature to be photo-
graphed entirely and exclusively, m iheneu>lt£
perfected color processes of° PRIZMA.Inc.
^he cast includes ^hcHon. (ois5turi, jJnnoxPauiIe,
UJilliam i^ff Victor1IIcIa2lan. Gerald jjuirence,
Cecil HumphriesnnissAIiceGaioford^IIiss Violet
Blacktonllliss Flora {c Breton. andTHissOizaLeih
Beerhohm- famous placers of ihe slage and Screen
<Dlxe $en$^icn ita decade in Hnglaitd
Uheone piciure all America nttm^ee?
Greatflre
I666
nvention
oncfon Daily SAetcA
ributes from the press without a
parallel since the beginning of
motion pictures followed the disting-
uished success of the premier presenta-
tion of J. Stuart Blackton's "The
Glorious Adventure" at the Royal
Opera House, London: —
LONDON TIMES
" 'The Glorious Adventure' must inevitably rank
as one of the most impressii c films that this
country has yet seen. Titer e is enough excite-
ment to satisfy the most critical."
DAILY SKETCH
''Hundreds of people who tried to book seats at
the last minute were disappointed. In the after-
noon £5 were being offered for seats. So distin-
guished a gathering never went to see the pictures
before."
DAILY MAIL
" 'The Glorious Adventure * the first picture play
to be made in natural colours, is of outstanding
interest. Some of the colour effects are of great
beauty. Lady Diana Manners in this colour pho-
tography looks very beautiful, and one may say
with sincerity that she has scored a great success.'*
DAILY GRAPHIC
"Film production as we saw it last evening has
advanced a stride. 'The Glorious Adventure' is
a thousand oil paintings come to life."
WESTMINSTER GAZETTE
"The brilliantly successful presentation of 'The
Glorious Adventure* at Covent Garden marks a
big step forward in the progress of the kinema.
To attract a first night audience of important peo-
ple to see a film is in iself a new phase in con-
nection with pictures."
DAILY NEWS
"Some wonderful effects have been produced by
Mr. Stuart Blackton in his colour film, 'The
Glorious Adventure,* and were deser: edly cheered
for their realistic appearance."
EVENING NEWS
"The picture is a great triumph for the producer
Some of the scenes are of marvellous beauty.
The film scores all along the line in the fire scenes.
There was an ovation for the producer at the
end such as Covent Garden has rarely seen."
MOVING PICTURE NEWS
"Achieves wonderful success and i* a striking film
production. Excellent acting in a new type of
picture which will make a great box-oftice attrac-
tion.**
THE BIOSCOPE
"The picture is an extraordinarily fine and inter-
esting example of natural colour cinematography.
There is scene after scene of lustrous richness
and dazzling colour contrasts."
nous Adv<
n, Malevins^y L Driscoll -1482
Anc<i puts** nsw van*
\pril 29, 1922
EXHIBITORS HERALD
19
Ike Independent Market sensation of 1922!
I AM THE
The picture with as much
thought and effort behind
it as any legitimate play
ever had.
Directed by
EDWIN CAREWE
with
ALICE LAKE
KENNETH HARLAN
GASTON GLASS
ROSEMARY THEBY
NOAH BEERY
WALLACE BEERY
BigA
are \_/
are
EDWIN CARE W E
PICTURES CORPORATION"
B. P. Fincman. Pres. B. F. Zeidman.Y. Pres.
Distributed by
AFFILIATED
DISTRIBUTORS, Inc.
133-135-137 West 44th Street
New York City, N . Y.
Ecjuin Carewe's Production, "I am the Law," was adapted by Raymond L.
rock from the "The Poetic Justice of Uko San," as published in "Outing" by
MES OLIVER CURWOOD
AM THE LAW" is now ready for screening. I have seen
itand I am now ordering to press the largest national advertis-
iig campaign ever placed behind a single picture in the
hstory of the picture business, firm in the conviction that
ve have the "Independent Market" sensation of 1922.
i *
(reaied fiy (osmopolitan Productions
Even Surpasses 'Humoresque'"
This Is the Verdict of the New York Newspapers
"It even surpasses Fannie Hurst's now famous 'Humoresque.' It is a constant
delight. As regards the other films that have flowed from Miss Hurst's prolific pen, it
is so much better that a comparison would be worse than odious.
" 'The Good Provider' represents the triumph of pantomime over print."
» — New York Sun.
"Another 'Humoresque' at Rivoli. At the risk of annoying those who consider
'Humoresque' the last word in film production, we must confide that this seems quite as
good, if not better.
"We forgot the audience and wept at Davidson with his incomprehensible family.
"Vera Gordon plays again a mother role — quite as perfect as her first. Cast are
excellent. Here a bow to Frank Borzage, an inspired director. Beautifully mounted by
Joseph Urban.
"This is one of the three films of the season which must under no circumstances
be missed."
— New i ork Globe.
THE, GOOD PROVIDER
WITH
VERA GORDON andDORE DAVIDSON
STOW BY FANNIE HURST; SCENARIO BY JOHN
LYNCH; DIRECTED BY PRANK BORZAGE
SETTINGS BY JOSEPH URBAN.
"This newest play by Fannie Hurst might be considered a second chapter to that
magnificent domestic drama, 'Humoresque.' "
— New York Journal.
"Something seems to tell us that we would be all wrong in pronouncing 'The Good
Provider' a better picture than 'Humoresque,' so we shall compromise by saying that we
liked it better.
"We did not know that William Collier, Jr., was such a good actor, nor that
Vivienne Osborne was such a beauty.
"We give Frank Borzage due credit. The settings are by Joseph Urban; of course
they are very fine."
— Harrietle Undcrhill, N. Y. Tribune.
"At last the screen shows signs of becoming original. Has tingling human quality.
The picture might be labeled 'Any Home — Any Family Argument.' Extremely natural
handling given it by Frank Borzage. The beholder more interested than if it was his
own family fracas.
"Often captions aren't needed, so well has this been conceived as a living picture
rather than a moving picture.
"Miss Gordon and Mr. Davidson do so well they could be advertised as 'appearing
in person — not a movie.' Davidson's pantomime speaks reels of subtitles for itself."
— New York Herald.
PRESENTED BY FAMOUS PLAYERS-LASKY CORPORATION
t/f paramount Cpicture
fJPl (gaie^ Cosmopolitan Product ions
Te Author,
Cast and
Director
y
^HJMORESQUE"
N A STILL GREATER
PICTURE
"THE/
(XDD P1XMDE/R''
WITH
/IIA GORDON andDORE DAVIDSON
SW BY FANNIE HURST; SCENARIO BY JOHN
:NCH; DIRECTED BY "FRANK BORZAGE j
SETTINGS BY JOSEPH URBAN.
ANOTHER motion picture masterpiece.
L Only the organization that created
'Humoresque" could surpass that superb
:lassic.
ifou can break your box office record by
cooking and [playing this— the greatest
notion picture ever made.
PRESENTED BY FAMOUS PLAYERS-LASKY CORPORATION
c/f Cparamount picture
22
EXHIBITORS HERALD
April 29, 1922
JUST A FEW
FIRST RUN BOOKINGS!!
John E.Coutts mystified millions
of people btj sawing a lady in half
with a giant saw in full view of
the audience in America's lead-
ing vaudeville theatres
HOW IS IT DONE?
This sensational film expose
solves the great: mystery of
the year in a great TJox Office
knockout packed with thrills
and novelty
SEE THESE EXCHANGES
Alexander Film Corp., Greater New York, Northern Jersey, Masterpii
Attractions, Eastern Pennsylvania, Southern Jersey, J. Cone, Califorr
Arizona, Nevada, Federated Film Exchange, New England.
Tons of newspaper and word
of mouth publicity have paved
the way for you/
Dont write Wire, phone
or come to New York yourself
Weiss Brothers* Clarion Photoplays, k
1S40 Broadway , New York.. Bryant 327
Premiere New York Booking
Dr. Riesenfeld's Rialto Theatre, Anniversary Week— April 23 !
Riesenfeld's Rialto, New York, week of
April 23rd.
Shubert's Rialto, Newark, week of April
23rd.
Symphony, Los Angeles, week of April
23rd.
Sheridan Square, New York, week of
May 7th.
Entire West Coast Circuit in California
And
Hundreds of Other First Run Theatres in
the United States.
presents
in
SHOULD
I US BANDS
i KNOW ?
From Anna Katherine Green's
Ceat Society Drama "OheTUayor'sVife"
directed by KENNETH WEBB
Mmeth Webb is now completing tbis
p>duction which we announce without
r ervation as the biggest and finest Betty
Efthe star-production ever made.
1 is tremendously popular and beautiful
gl has an overpoweringly big role in
t s nationally known emotional and
siiety drama from the novel *:The
?iyor's Wife" by Anna Katherine Green.
(ir Home Office can book in conjunction
\th a limited number of big first runs
Piss Blythe and her splendid act
t • personal appearances. Such
1 oking can be handled only
trough our New York
bme Office.
We expect to be able to sbip prints to our
score of exchanges in the next two weeks.
Arrange an immediate screening for this
record-maker. It will be one of the pictures
that will "save your life" this Spring when
you "need big ones."
JVmericatv
RELEASING CORPORATION
WaLTES E. CStEENE, - R & WAJtREN. I'^Mm
15 V 44*St.N.Y.C~Phoru>S:Vanderbilt7078-9
24
EXHIBITORS HERALD
April 29, 1922
From "The Film Daily" (Formerly wids)
Monday, April 10, 1922
Short Reels
Are y'u gettin' full value from 'em? Are y'u playin' 'em up. As
y'u should? It's worth thinkin' about. 'Cause when y'u handle 'em
right. They're sure fire. Take th' Strand. F'r instance. Runnin'
latest Chaplin. Last week. Ol' Joe Plunkett worked overtime. Got
t'gether lot of short stuff. Some better'n others. But all purty good.
An' put over th' whole dinged program. An' it went over. With a
wallop. In it was a Post Nature of a terrior. In th' country. An'
it was so good. That th' crowd applauded. Dunn' th' middle of it.
An' y'u know how unusual that is. But all th' stuff went over big.
Just a tip. If y'u aren't botherin' with your "fillers." Start doin'
it. They're a lot more'n that. Give 'em a lot of attenshun. An' they'll
pay big dividends.
The "Film Daily" must have seen OUR subjects.
We have the most distinctive and most diversified short reels in the
whole wide world.
Improve your program with:
Prizma
Burr Novelty Review
Tony Sarg's Almanac
Felix Kat
.Out of the Inkwell
Funny Face and Marcus Cartoons
Jo-Rok Comedies (1 reel)
Folly Comedies (1 reel)
Chester Snappy Comedies (1 reel)
Hall room Boys Comedies (2 reels)
Chester Snooky Comedies (2 reels)
Monty Banks Comedies (2 reels)
Billie Comedies (2 reels)
Scattergood Baines
Irving Cummings
2 Reel Westerns
Sunset Burrud Polychromes
Federated Screen Snapshots
Great Narratives of
the Old Testament
CELEBRATED PLAYERS FILM CORPORATION
810 So. Wabash Ave. Tox Building
CHICAGO MILWAUKEE
April 29, 1922
EXHIBITORS HERALD
25
"THE SPICE OF THE PROGRAM'
REG. U. S PAT. OFF.
This Sign Turns
the Crowds!
When your competitor's feature is as good as yours, turn
the crowds in your direction by presenting Educational Pic-
tures on your program, and exhibiting our posters and lobby
cards prominently in your theatre entrance.
Half your program is made up of Short Subjects — and
your audience knows it. They know, also, that Educational
Pictures are the best Short Subjects obtainable, and that,
when they see our trade-mark outside a theatre, they are
insured a whole evening's entertainment inside.
The following Short Subjects make well-balanced programs
CHRISTIE COMEDIES
TORCHY COMEDIES
MERMAID COMEDIES
CAMPBELL COMEDIES
TOONERVILLE COMEDIES
By Fontaine Fox
SHORT-REEL FEATURES
By Selig-Rork
WILDERNESS TALES
By Robert C. Bruce
SKETCHOGRAFS-CARTOONS
By Julian Ollendorff
FIRST NATIONAL KINOGRAMS
The Visual News of All the World
AND SPECIALS LIKE
THE BATTLE OF JUTLAND
and
HOW TO GROW THIN
Twelve Millions of People
are being told constantly about Educational Pictures
They are
NATIONALLY ADVERTISED
SHORT SUBJECTS
EDUCATIONAL FILM EXCHANGES, Inc.
E. W. HAMMONS, ^President
26 EXHIBITORS HERALD April 29, 1922
How to Put Over a BIG
Picture in a BIG Way
Our National Direct to the Public Campaign Is
Putting "The Rosary" Over BIG for Exhibitors
First National has fictionized the story of this picture and is sending
it out FREE to any newspaper desiring it.
Half a hundred newspapers are already running this story in serial
form.
Everyone is reading it.
Cash In On This Publicity!
If a newspaper in your section is running the story, grab the picture quick.
Your audiences are ready made.
Or, if not, book the picture and get your local paper to write to First National
Publicity Department, 6 West 48th St., New York City, for proofs of the story
and detail information. We will furnish the story in proof with photographs, in
shell plate or mats with illustrations — FREE.
GRAB THIS CHANCE QUICK!
Selig-Rork present one of the most thrilling, heart-throbbing
dramas of the year. It is now making good everywhere.
THE ROSAR1
Original story by BERNARD McCONVILLE, inspired by the theme of
the play by Edward E. Rose; Directed by Jerome Storm. Photo-
graphed by Edward Linden; Technical Director, Gabe Pollock.
A FIRST NATIONAL ATTRACTION
r
\pril 29, 1922
EXHIBITORS HERALD
'■'Go and See This Fascinatin
Picture! It s Sure to Grip You
That s what the Detroit
fournal says of the picture
hat drew tremendous
crowds at the big Madison
eatre, JJetroit. Keadit!
B. P. Schulberg
presents
{CATHERINE
Mac DONALD
The American Beauty
'The Woman s
Side
Story and direction by
J. A. Barry
One of her new series
of finer productions
now being made for
release through First
National.
2k
rournQ/
A FIRST NATIONAL ATTRACTIO
28
EXHIBITORS HERALD
April 29, 1922
/OU1S
B. M
ayer presents
Star Makes Hi
at N. Y. Stran, !
Plays to big and enthu-
siastic crowds all week
in Broadway house.
High praise from critics:
"Amta Stewart is charming." — ifa
York Daily News.
"An absorbing story clearly tolc
New York Evening Telegram.
"An entertaining picture. The sin
acting is praiseworthy and the c ec
tion competent." — New York Mirin.
Telegraph.
ANITA STEWART
In
"The 1Woman He Marriec
FIRST
By Herbert Bashford; Scenario by
Bess Meredith ; Photography by Dal Clawson
Directed by Fred Niblo, Direc-
tor of ""The Three Musketeers
NATIONAL ATT
R A C
* ISSUE OF *
April 29. 1922
A Good Start
By MARTIN J. QUIGLEY
T'HE prospect brightens. At the instance of the
New York Theatre Owners' Chamber of Com-
nerce Mr. Will H. Hays has established a contact
-vith the organized exhibitors of America. The
:olossal folly of branding Mr. Hays as an enemy
if exhibitors — without test or reason — has been
i voided. A new order of affairs in this industry
s promised.
Regardless of what the immediate accom-
plishments may or may not be the meeting in New
York last week at which Mr. Hays was permitted
to declare his attitude of cooperation with ex-
hibitors is strikingly significant. As far as Mr.
Hays' position is concerned it revealed nothing
unexpected and nothing that any reasonable per-
son coidd not have easily assumed.
It should have required no personal declara-
tion from Mr. Hays to have had it generally
understood that his plans contemplate thorough
and minute consideration of the exhibitor, his
aspirations and his welfare. Any other attitude
would have blocked hopelessly the course of Mr.
Hays toward the accomplishment of anything
broadly constructive with respect to the motion
picture industry.
* * *
JUTOWEYER. Mr. Hays has spoken and the
reception accorded him leaves no doubt that
his sincerity was fully credited. So much for the
incident which appears to mark the beginning of
an era of constructive cooperation in the affairs of
the motion picture industry. Despite the carpings
>f short-visioned persons, such an era is not only
possible but it is a certainty unless the vital and
[constructive factors of the business permit the pro-
gram to be sidetracked deliberately by those who
have sought, and shall continue to seek, to keep
the industry engulfed in argument and dissension
to suit their own purposes.
We do not believe and we trust that the ex-
hibitors of America will not expect that the many
and varied problems which have been growing up
in this industry from the beginning will suddenly
disappear as if through some magical influence
simply because steps toward cooperation have
been taken. However, this does not mean that
there is not within immediate reach many rewards
that will not in themselves justify every effort that
has been made to bring this cooperation about.
A thing of great importance that can and
should be immediately effected is the matter of
united, consistent and carefully prepared repre-
sentation of this industry before the general pub-
he. This representation should speak for every
factor of the business and its voice should be the
voice of the industry. No longer should the
guerrilla warfare of radical reformers upon the
industry be permitted to go on.
* * *
THE tide of censorship has turned and this fact
should make the efforts of a united industry
carry far and with telling effect. Although the
censorship spirit is still growing in the more ob-
scure communities, it is subsiding rapidly in the
larger centers throughout the country. If the
question is properly attacked within the next few
months, by the first of next year the censorship
map should show a far different appearance.
But of greater importance still than the solu-
tion of these problems is the matter of bringing
graphically and forcibly into the public mind an
appreciation of the motion picture for what it
really is and what it really represents. As far as
the industry itself is concerned it needs little
defense but much explanation. But, internally, it
does need a great increase in mutual confidence,
understanding and cooperation in order that the
things that need doing can be done.
30
EXHIBITORS HERALD
April 29, 1922
JVVARTIN J. QUIGLEY
PUBLISHER/ &> EDITOR
Published every Wednesday by Martin J.
Uuigley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois, (Tele-
phone: Harrison 9248-9249.)
Xew York Office: 1476 Broadway. (Tele-
phone: Bryant 1368 and Bryant 5111.)
Los Angeles Office: 453 South Spring St..
(Telephone 660-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and lis
Possessions, Mexico and Cuba, $3.00 a
year: Canada, $4.50 a year; Foreign
Countries (Postpaid), 95.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV
April 29, 1922
No. 18
Wider Distribution
A correct and thorough understand-
ing of some problems that are far
from generally understood was evi-
denced in a recent discussion by Mr.
Sydney S. Cohen. He pointed out that
a great deal of trade advertising is not
directed in such a manner as to assist
distributors toward the very necessary
goal of wider distribution, reciting the
fact that advertising campaigns are
almost exclusively concerned with an-
nouncements of pictures and that after
the initial presentation of the subject
nothing is done toward reaching and
influencing subsequent runs — which
bookings being the means toward wider
distribution.
Broadly speaking the exhibitor is not
concerned with the advertising prob-
lems of the distributor; however, in
this particular matter he has a very
pertinent interest because the almost
general lack of consistent advertising
results inevitably in limited distribu-
tion and limited distribution means
higher rentals. Mr. Cohen's conten-
tion in this respect is in direct accord
with the frequently expressed opinion
of this publication.
In the same discussion Mr. Cohen
also approved our often reiterated opin-
ion on the subject of so-called national
advertising. Mr. Cohen referred to mo-
tion picture advertising in national
magazines as a short-sighted and waste-
ful policy, thereby adding to the
record an authoritative exhibitorial
statement on the subject.
A Good Work
Another constructive act goes into the
record of the New York Theatre Own-
ers' Chamber of Commerce with the
appointment last week of a committee
to inquire into the matter of the dis-
tribution of old pictures which are
resurrected and sent out to compete
with new and pretentious productions
of like titles. This question was re-
cently brought to the attention of the
trade by Mr. Thomas H. Ince in con-
nection with the forthcoming Maurice
Tourneur picture, "Lorna Doone." The
action of the New York exhibitors is
thoroughly commendable; it manifests
a praiseworthy consideration for the
interests of established producers which
is certain to produce excellent returns,
at least along the line of encouraging
producers to attempt the production of
important classic stories with the assur-
ance that leading exhibitors will work
with them for protection against un-
scrupulous efforts to capitalize on
someone else's prestige, popularity and
advertising.
IN THIS ISSUE
OF SPECIAL INTEREST
Exhibitor Pses "Box Office Record"
as Service to Patrons 47
Warner Brothers tilve Exploitation
Tips in Trade Paper Ads 38
M :\VS OF THE WEEK
Hays May Deliver HIm MMMft at
national Exhibitor Meet 31
Production Speeded l.'p to Meet He-
turning Prosperity 88
President Harding Invited to Ad-
dress m. P. T. o. A. Conclave 35
\r»\ S>ndlcnte Formed to Take Over
mjlens* < levelnnd Theatre 35
Ooloraao Fanatics fall to Coavlcl
tit lllue Law Trlnl 37
I r. < -f or- A II Prevented at Industrial
Picture I'onfnb 45
Pick Greatest All Stnr Cast for
"Hollywood Follies" 46
Metro Announces "Prisoner of
Zenda" Cost Million 69
DEPARTMENTS
Pictorial Section 39
The Week In New York 44
Money Making Ideas 46
The Thentre 47
\cwNpicturcs 55
Reviews 57
Public Bights League 115
With the Procession in Low Angeles 76
Letters from Headers 7S
TOplCfl of the liny 78
What the Picture Old for Me 79
Theatre Equipment 89
Chicago Trade Events 94
Culde to Current Pictures 96
Re -Takes
J. R. M.
It looks like a busy summer for Mr.
Hays.
* . * *
With all the churches and Sunday
schools in the country writing him letters
and sending him telegrams.
* * *
Announcement Extraordinary
Summer is almost here. We feel it
in our bones. The arduous duty of
writing this col. is going to be split up
during the hot weather. Dan E.
Daily, chief office boy for Re-takes,
has been engaged at great expense
to write, in his own inimitable way,
live news of the fifth greatest in-
dustry*. Dan E. has a good nose for
news. His nose knows news. And
he has his ear to the ground — in
fact its full of it — most of the time.
So look out. Big doin's. Next week.
* * *
Christie News
Pat Dowling radiophones us that
Christie has erected a new two-story
Christie Comedy incinerator right across
the way from the office where they house
the scenario editor. So watch yer step,
ye scenarioists, and if your 'scripts come
back smelling of smoke, you'll know
where they've been. By the way, Pat
says Christie isn't buying any stories
now anyway, so save your postage
stamps.
* * *
The same week Rutgers Neilson, news
editor of "Topics of the Day" films,
sends out a lot of sound advice about
laughing at pessimists, he goes and gets
married, thus giving said pessimists the
ha! ha! right.
* * *
Plenty of It
There is a reported scarcity of ivory.
How can this be possible with the base-
ball season in full swing.
* * *
And Laugh a Bit
Every time we read about a girl sacri-
ficing a social career to become a screen
star, we weep bitter tears — for pictures.
* * *
The jokesters are going to have a
lean summer if they knock the "obey"
out of the marriage ceremony.
* * •
Real News
David Selznick, editor of Selznick
News reels, won't stand for ship launch-
ings unless they use real champagne and
the bottle misses the boat's prow and
hits a prominent citizen.
* * »
One thing the radio docs. It saves
us the agony of looking at the misfit full
dress suits of the nuartcts as they render
"The Dying Golf Ball's Last Bawl."
* * *
Still Good
A man may be down but not out these
days with the home brew outfits removed
to the cellar.
April 29, 1922
EXHIBITORS HERALD
31
Hays May Carry Proffer of
Unity to National Conclave
Invitation Is Extended
By Charles L. O'Reilly
Steffes Attitude Deplored by Exhibitor Leaders in
New York — Ill-Advised, They Say
By JOHN S. SPARGO
(Xe-w York Editor, Exhibitors Herald)
NEW YORK, April 18.— Will H. Hays' plea for confidence and his
proffer of co-operation between the distributors and the exhibitors, made
at the Theatre Owners Chamber of Commerce last week, has met with
such a wave of popular approval that it is almost certain that he will be
invited to make the same proposition to the exhibitors of the country at
the Washington convention next month.
This sentiment was voiced at the close of Mr. Hays' address by Charles
O'Reilly, president of the Motion Picture Theatre Owners of New York,
who, in a brief speech, thanked Mr. Hays and expressed the hope that he
would be with the exhibitors at the national convention and make his
proffer personally to the entire country.
Cancels Engagements to Attend Feast
William Landau, president-elect of the T. O. C. C. then invited Mr.
Hays to attend the testimonial dinner to be given William Brandt, the
retiring president at the Ritz-Carlton next Thursday evening. Mr. Hays
accepted and has announced his intention to cancel other engagements in
order to be present.
That the idea of harmony, confidence and co-operation has struck a
responsive chord is attested by the fact that many of the most prominent
exhibitors and producers agree that the movement started by Mr. Hays
is one of the most constructive ones in the history of the industry.
A Straight Shot
WITH customary directness
and wholehearted committ-
ment to a policy which it
>elieved to be right, equitable and
or the best interests of exhibitors,
he HERALD, in its April 15th
ssue, called upon theatre owners,
nd particularly members of the or-
anization, to give the Hays pro-
ram a square deal and not at this
ime to sacrifice, without reason,
he great possible advantages of
hat movement.
This editorial remains the first
nd only utterance of the trade
rress on this vital and far-reaching
ubject. While this question was
ieing diligently avoided by those
ditors who either have no opinion
•r, what is worse, have not the
ourage to express one, this puli-
ation struck at the very root of a
tew and groundless antagonism
hat was growing up within the in-
i us try at the very moment that
very abstract and every material
onsideration demanded better and
jeater understanding and coopera-
ion than this industry has ever
nown.
Hence, it is with no little gratifi-
ation that the HERALD reviews
he events which have followed the
ublication of the editorial — "Mr.
lays — Friend or Enemy?" On
"uesday of last week before the
Jew York exhibitors' body, headed
y William Brandt, there was cre-
ted the definite promise, if not the
asis, of a plan of cooperation be-
ween exhibitor and producer which
orecasts the coming of the one
hing that this industry has long
eeded the most.
We congratulate all who have
ad a hand in turning the ancient
ide of dissension and prejudice
rom this industry, and particularly
hose far-visioned exhibitor leaders
/ho were prominent at the New
'ork meeting — Brandt. O'Reilly,
terman and Walker.
Mr. Hays is particularly gratified over
the hearty welcome he received at the
hands of the exhibitors and their hearty
approval of the move towards harmony.
In speaking of the meeting he said:
Meeting Is Gratifying
"I am very grateful. I met a fine
body of sound business men who real-
ized as I do that their interests and the
interests of other branches of the in-
dustry are so bound up together that
only confidence and cooperation can
bring about the success that is bound to
come to this wonderful business in which
we are all engaged.
" The exhibitors have a strong organ-
ization, a fact for which I am glad. And
I hope their organization becomes still
stronger, for the stronger it is the greater
the results of the work we can do by
cooperation. The internal affairs of the
exhibitors' organization is no concern oi
mine. All I am interested in is that
they are strongly organized and that
they have confidence in the integrity of
my association. That can only mean
success and prosperity for the industry
as a whole."
Effort Is Sincere
Charles L. O'Reillv, president of the
M. P. T. O. X. Y., in speaking of Mr.
Havs' address, said:
"The fact that Mr. Hays waited to.
come before an organized exhibitor body
to make his offer of cooperation and his
plea for confidence must be taken by the
exhibitors of the country as a sincere
effort on his part to create better busi-
ness relations and present a solid front
to the enemies of the industry.
"The fact that he laid particular em-
phasis on the strength of the organized
exhibitors and urged the theatre owners
to organize even more strongly in their
own behalf and for their own protection
shows that he has the welfare of the
entire industry at heart. The further
fact that he made the definite statement
that the exhibitors' organization should
be separate and distinct from any other
branch of the industry, shows clearly that
he would not allow himself or his asso-
ciation to attempt to interfere even in
the slightest degree, in the internal work-
ings of the exhibitors' organization.
Laemmle Issues Statement
"I expressed the hope at the T. O.
C. C. meeting that Mr. Hays can be
with us in Washington and make the
same statement just as fully and con-
vincingly to the exhibitors of the entire
country-"
Carl Laemmle, on his return from the
coast last week, said:
"The biggest thing that has happened
for the good of the whole industry in a
long time was the reception given to
Mr. Hays by the Motion Picture Theatre
Owners Chamber of Commerce. I heard
the news the minute I stepped off the
train on my return from the Coast, and
it started my imagination along a mighty
happy vision for the future.
"Mr. Hays in less than an hour estab-
lished that friendly relationship between
exhibitors and producers which should
32
EXHIBITORS HERALD
April 29, 1922
have existed long ago. He could not
have done it in a million years if the
exhibitors had not been impressed with
his bigness and his sincerity and had not
known that he was dealing on the level
with them. And if Mr. Hays impressed
the exhibitors, I want to say that Sena-
tor Walker was just as big in the im-
pression he made upon producers and
distributors. His speech came straight
from the heart.
Is Blow at Reform
"Both men were right when they said
there must be no yesterdays. Imagine
what glee it has brought to the would-be
reformers to know that two vital
branches of this industry were working
against each other instead of with each
other. Imagine the chagrin they will
feel when they know that the whole in-
dustry has at last risen above its petty
spites and has taken the first step toward
making a united battle against oppres-
sion in any form.
(Special to Exhibitors Herald)
NEW YORK, April 18— Apparently
Will Hays is perfectly willing to be
"smoked out" as to his attitude towards
the industry generally. In a speech at
the Minneapolis convention of the Mo-
tion Picture Theatre Owners of Minne-
sota, Al Steffes, president of the organ-
ization, announced that he would appoint
a committee to draft a series of questions
which would be forwarded to Mr. Hays
to "smoke him out so the public will
know just what his attitude towards us
and the rest of the industry really is."
When his attention was called to this
Mr. Hays said:
"My attitude towards the exhibitors
and the rest of the industry was made
pretty clear in my talk to the exhibitors
at the Theatre Owners Chamber of Com-
merce last week, every word of which I
reiterate. Evidently Mr. Steffes had not
seen an account of that meeting."
Wires Minnesota Meeting
Mr. Hays sent the following wire to
the exhibitors at the Minnesota conven-
tion:
"Alinnesota Division, Motion Picture
Theatre Owners of America:
"Having sincerely at heart the
progress and development of the
motion picture industry, it is my
pleasure to extend to you my felicita-
tions and sincerest best wishes, with
the hope we may have complete con-
fidence and fullest co-operation be-
tween all branches of the industry.
The advancement of our industry
demands this closest co-operation
and confidence between the exhibitor,
the producer and the distributor, all
to the end that the fullest success
may come to those interested and
that the public may be more whole-
somely served."
Exhibitor leaders here deplore Steffes
attitude and arc outspoken in condemning
it as ill-advised, especially in view of the
T. O. C. C. meeting. One of the officials
of the New York state organization said:
Can Answer Satisfactorily
"Let Steffes send along his question-
naire. Hays will answer it and answer it
satisfactorily. We are as anxious for co-
"I can't help admiring a big thing
when it is done in a big way and I con-
gratulate everyone who had any hand in
this wonderfully important get-together
movement. After the exhibitors and
producers have worked shoulder to
shoulder for a short time, both sides
will discover that the other fellow
hasn't any horns after all.",
"I know nothing of the meeting of the
Theatre Owners Chamber of Commerce
at which Mr. Hays spoke," said Adolph
Zukor, president of Famous Players-
Lasky Corporation, "except what I have
read in the trade papers.
"I am very much gratified, however, to
see evidence of a splendid get-together
spirit, and I am looking forward to a
time, which I hope is in the very near
future, when the same forces which
showed such mutual good will last Tues-
day will sit at the same table and settle
the industry's difficulties in the same
spirit of cooperation and amity. It was
a big step in the right direction."
operation and harmony as is Mr. Hays
and his organization and we need it just
as badly. Mr. Hays' clear statement of
his attitude convinces us that through
confidence in him and cooperation with
his association we can reach this badly
needed harmony. We are going to take
him at par value and give him our con-
fidence, and there is small doubt but
what the exnibitors of the entire country
will look upon the matter in the same
light as we do here."
Following are the series of questions
drafted by Steffes:
"1. Do you represent the producer,
and the exhibitor, or the producer alone?
"2. Do you intend to make an effort
to bring about a curtailment of picture
production?
"3. Do you intend to make an effort
to eliminate extravagant competition on
Have Absolute
Faith in Hays
NEW YORK, April 18.— The
following telegram has been re-
ceived at the offices of the Motion
Picture Producers & Distributors
of America:
"Indianapolis, Ind., April 17, 1922.
"We have noted with the greatest ap-
preciation the enthusiastic reception of
the exhibitors of the country of Will H.*
Hays' plea for confidence and co-opera-
tion within our industry. We in Indiana
have recognized for years this is the solu-
tion of all our difficulties and only be-
cause Will Hays is an Indiana man have
we delayed in forwarding our congratula-
tions on his broad aims for the good of us
all, preferring to let our fellow exhibitors
catch his splendid special first and give
their expression of opinion of our big
brained champion of right. We have ab-
solute faith in Will Hays and his certain
ability to establish thorough business
principles heretofore so sadly lacking,
that every honest exhibitor, producer and
distributor can subscribe to and we will
give him our whole hearted support in
his effort. Indiana exhibitors arc abso-
lutely lor the movement."
The wire was signed by E. H.
Bingham, a state and national offi-
cial of the Motion Picture Theatre
Owners.
the part of the producers in the bidding
for stars, and the curtailment of waste
that reflect greater rentals for exhibitors?
"4. Why have you so long deferred a
public statement setting forth your posi-
tion as related to the exhibitor?
"5. Do you represent all recognized
producers? If not, what percentage and
what companies do you represent?
"6. Do you propose to function for the
producers as a whole or for a selected
tew?
"7. What constructive measures have
you in mind to stabilize production, dis-
tribution and the industry?
"8. Have you the authority to relieve
motion picture theatre owners from show-
ing alleged objectionable pictures for
which they have innocently contracted?
"9. Do you intend to cooperate with
the national exhibitors' organization — the
Motion Picture Theatre Owners of Amer-
ica— in a united movement to improve
conditions and bring about advancement
of the industry?"
Miller Is Easing Up
On Censorship Issue
New York Governor Puts His-
Veto on Bill Giving
More Power
(Special to Exhibitors Herald)
NEVV YORK, April 18.— That Gover-
nor Miller is changing his views on cen-
sorship is evidenced by his veto of the
Lusk bill which provided for enlarged
powers for the New York censorship
board. This at least is the view of the
governor's action taken by those mem-
bers of the industry most conversant
with affairs at Albany.
The veto, which came as a surprise
to the film world, is regarded as one of
the signal victories of the year.
Was Organization Bill
The measure which was looked upon
generally as an organization bill, in so>
much as it was introduced by Senator
Clayton Lusk, had caused consternation
among officials of the film producing and
distributing companies, as it seemed to
indicate a tremendous expansion of the
commission's powers — to an extent in
fact which would have enabled the com-
mission to issue subpoenas and examine
witnesses under oath and to inspect and
require the production of any books,
records, papers or documents from the
film companies for the purpose of investi-
gating any matter relating to the licens-
ing or granting of permits for films.
Assigns No Reason
Governor Miller made no explanation
of his reasons for vetoing the measure.
The most drastic phase of the Lusk
amendment was that provision which
would have enabled the censorship board
to investigate the internal affairs of the
motion picture companies in connection
with its enforcement of the rules and
regulations of the commission.
Film interests believed that a law of
this character would be an unwarranted
invasion of the business secrets of the
companies making and distributing pic-
tures and that the pictures themselves
when presented to the board for license
when self-explanatory and that the com-
mission, in arriving at its decision to li-
cense or not to license such films, was
fully able to judge them at their face
value.
Ross Made Director
(Special to Exhibitors Herald)
LOS ANGELES, April 18.— Nat Ross,
former secretary to Carl Lacminlc and
more recently assistant director for King
Iiaggott, has been made a director.
Steffejs Attitude Is
Deplored by Leaders
-J
pril 29. 1922 EXHIBITORS HERALD 33
Production Speeded Up to
Meet Returning Prosperity
All Distributing Organizations Mirror Approach of
Normalcy— Lasky Predicts Definite and
Sharp Revival in Early Fall
If production is the barometer of the motion picture business, better
times are close at hand for the entire industry.
Acting on reports from business conditions from all parts of the coun-
try, practically every distributing company is speeding up to meet the ex-
pected increased demand for product from the theatres.
Paramount Production at High Tide
Jesse L. Lasky, first vice president of the Famous Players-Lasky Cor-
poration, on reaching New York from the west coast this week, announced
that May will be a red-letter month in the Lasky studio with no fewer
than thirteen companies working continuously on a series of big pictures.
Simultaneously. R-C Pictures Company announced the completion of
a pooling arrangement with the L'nited Studios. Inc.. which will permit
it to accommodate twenty or more producing units where in the past half
a dozen companies strained its facilities.
And even more prophetic is the leaving for Los Angeles of Joseph W.
Engel. for the purpose of reopening the Metro studios, of which he is gen-
eral manager.
Carl Laemmle, passing through Chi-
cago recently on his return to New York
from the west coast, stated that he had
fifteen companies at work.
All of the producing units for Associ-
ated First National Pictures are working
at full schedule.
Mr. Lasky's Statement
"Production ?t the Lasky studio will
reach high tide in May," said Mr. Lasky,
"and our present plans call for thirteen
companies to be engaged constantly
throughout May. June and July, making a
series of the biggest pictures we have
ever produced
"After a careful survey of conditions I
am confident that this increase in produc-
tion forecasts a return to conditions
How About
the Radio?
Is it cutting into theatre at-
tendance?
Is it practical for use in the-
atres?
These two questions are an-
swered by three prominent
Chicago showmen in letters ap-
nearer to normal in the next few months.
Just as more than a year ago, curtailment
of production indicated that we were
trimming our sails for a period of de-
pression, so now our biggest studio pro-
gram shows we expect a sharp and defin-
ite revival in business in the fall.
"Never before have we had such a
large number of companies concentrat-
ing on really big pictures. But although
I feel sure the tide of prosperity will
turn and come in next fall, this result
cannot be completely achieved without
big pictures. In other words, we feel
depression is weakening and the final
blow will be administered by a series of
unusual pictures, powerful in their box
office appeal and enacted by casts of
well known stars."
P. A. Powers Is Optimistic
P. A. Powers, the new controlling fac-
tor in the affairs of the R-C organization,
who engineered the pooling arrangement
with the United Studios, Inc., brings to
his producing units an amalgamation of
resources conservatively placed at $12,-
000,000.
"No more compact and complete mo-
tion picture studio than ours is to be
found anywhere," he said. "Yes. I fore-
see such considerable increase in our ac-
tivities in the immediate future that ex-
pansion and amplification of our plant
and its resources cannot be avoided."
Work will commence in the course of
a week on a big portal to connect the
two plants, which in combination cover
fifty-six acres and have a remarkable col-
lection of sets, costumes, furniture, drap-
eries, rugs, 'and machinery.
It's a Rattling
Good Idea
J. E. D. Meador, director of pub-
licity for Metro Pictures Corpora-
tion, writes:
"Incidentally, your new depart-
ment of the 'Pictorial Section' is
a rattling good idea. I will ven-
ture to say that it is enjoyed and
looked forward to more than any
other department in the maga-
zine."
orms Company to
Operate Gladstone
;oyd Lenhart Will Manage
Theatre Acquired by-
Capitol
(Special to Exhibitors Herald)
KANSAS CITY, MO., April 18.—
( e of the first deals negotiated since
t organization of Capitol Enterprises,
I big theatre and booking company
smsored by Sam Harding, Phil L.
Ian, Dave Harding and Harry Taylor,
i the purchase of the Gladstone, the
I 0,000 house erected some years ago by
hn Hiatt
\. subsidiary, Capitol's Gladstone The-
aj Company, has been formed to oper-
a the house. Sam Harding is president
cthe subsidiary; Mr. Ryan is vice-presi-
cit; Dave Harding, treasurer, and Mr.
Tylor, director trustee. Lloyd J. Len-
1- 1 returns from Iola, Kan., to manage
t theatre.
To Be Redecorated
"he Gladstone is considered one of the
fi st buildings devoted exclusively to
t atre purposes in Kansas City. No re-
d deling is contemplated, although it is
pnned to redecorate the interior.
)mcials of Capitol also announce plans
(i rebuilding the Linwocd theatre at
1 rty-first and Prospect, the work to be
i charge of Earl S. Nesbitt of Tarkio,
.. prominent advertising and exploi-
t. on man.
Is Elected Director
n addition to managing the Linwood,
N Nesbitt will assist in advertising all
p ures playing theatres in which Capitol
is financially interested. He has been
e ted a director of the Linwood Cor-
p ation and likely will be appointed to
tl advisory committee of Capitol.
Voria Swanson Off to
Europe For A Vacation
(Special to Exhibitors Herald)
EW YORK, April 18.— Gloria Swan-
si . Paramount star, has sailed for
E ope, where she will vacation and
v t for two months before resuming
w k on further pictures.
1 am leaving for one big. grand, glori-
o time and I know I shall enjoy every
n" nent of my vacation," said the star,
a: he bade good-bye to numerous friends
w > were at the pier to see her off.
pearing on page 78 in the "Let-
ters from Readers" page of the
"Herald."
Every question of current
interest is discussed by exhibi-
tors on this page from week to
week. It is only one of the
many exclusive features which
have made the "Herald"—
THE PAPER THAT IS READ
Metro to Start Three Units
Metro's plans call for the making of
the new Rex Ingram production "Black
Orchids"; for a Viola Dana special and
the first photoplay of Metro's new star,
Billy Dove. Clara Kimball Young will
work at her own studios, and Mae Mur-
ray will continue to work in the east.
"The Metro organization on the coast
is intact, ready to go," said Mr. Engel.
"We plan to produce a full complement
of pictures this year, for we have found
that depression does not affect a product
that the public wants to see. I look for-
ward to the most auspicious season the
company has ever had."
34
EXHIBITORS HERALD
April 29, 1922
Rothacker Preparing
To Handle Production
Rush Expected Shortly
(S fecial to Exhibitors Herald)
LOS ANGELES, April 18.— Prepara-
tions to handle the rush of business that
is expected here soon with the starting
up of production activities by different
companies are being made at the Roth-
acker-Aller Laboratory, as the result of
the recent visit of Watterson Rothacker,
president of the organization. The chief
executive has left for the East after ex-
tended conferences with Joseph Aller and
Wesley Smith, in charge of the West
Coast plant.
The laboratory is now equipped to han-
dle 5,000,000 feet of film a week, and
while this amount is not anticipated at
once, Rothacker believes in being pre-
pared for all emergencies where speedy
quantity and quality are demanded.
While here he made contracts to make
the prints for a large number of pro-
ducing companies, some to be taken care
of here and others at the Chicago labora-
tory.
Rothacker plans to sail for Europe on
June 17, but may defer his trip until July
in order to make one more trip to Los
Angeles before going abroad.
Jackman Re-elected
President at Annual
Meeting of A. S. C.
(Special to Exhibitors Herald)
LOS ANGELES, April 18.— Fred W.
Jackman, for many years chief cinema-
tographer of the Mack Sennett studios,
has been elected president of the Ameri-
can Society of Cinematographers to suc-
ceed himself. At the annual election of
the A. S. C. a board of governors made
up of the following members was chosen:
John Arnold, H. Lyman Broening,
Gaetano Gaudio, Frank B. Good, Fred
W. Jackman, John Leezer, Victor Mil-
ner, Jacob T. Rose, Philip E Rosen, Ho-
mer A. Scott, John F. Seitz, James C.
Van Trees, Gilbert Warrenton, Philip H.
Whitman and L. Guy Wilky.
The board organized by electing these
officers: Fred W. Jackman, president;
L. Guy Wilky, first vice-president; Vic-
tor Milner, second vice-president; Gilbert
Warrenton, third vice-president; Jackson
J. Rose, treasurer; and Philip H. Whit-
man, secretary.
Order Retrial of Suit
Involving Theatre Deal
(Special to Exhibitors Herald)
TOLEDO, O., April 18.— The record
verdict in the Lucas County courts of
$125,000 damages against Mrs. Nettie
Poe Ketcham, owner of the land now
occupied by the Rivoli theatre, has been
reversed by the Ohio Supreme Court
and sent back for retrial in Common
Pleas Court here.
Frank Miller and Matt Williams were
operating a stock company in the old
Arcade theatre, under a lease from Mrs.
Ketcham. They claim that Mrs. Ket-
cham evicted them from the premises,
disregarding their lease, so the Rivoli
building could be erected. Miller and
Williams sued for $1.10,000 damages and
secured a verdict of $125,000. The Court
of Appeals here also reversed the ver-
dict.
C. R. OSBORN, manager of Metro's
exchange at Omaha. Mr. Osborn
holds two records — one in salesman-
ship and the other in the fact that this
is the first photograph ever taken of
the manager.
A I Christie Will Sail
For Europe on May 13
(Special to Exhibitors Herald)
LOS ANGELES, April 18.— Al Chris-
tie has booked passage for Europe, sail-
ing May 13 on the steamer Olympia. He
will be accompanied by H. D. Edwards,
production manager of Christie come-
dies.
Mr. Christie expects to complete a com-
edy starring Dorothy Devore, recently
started, before making the trip. Frank
R. Conklin of the Christie scenario staff
will also go abroad, leaving shortly prior
to the departure of Christie and Edwards.
Stars to Hold Annual
Show in N. Y. May 9
(Special to Exhibitors Herald)
NEW YORK, April 18.— Richard Bar-
thelmess, Elsie Ferguson, Ernest Trucx
and Doris Keane are among the motion
picture people on the general committee
of the All-Star Annual Show of the Ac-
tors' Equity Association, to be held at
the Metropolitan Opera House, May 7.
More than 1,000 actors and actresses
are expected to take part. The new show
will be original in every detail, it is an-
nounced.
Nigh Announces Plan
To Produce Own Films
(Special to Exhibitors Herald)
NEW YORK, April 18.— William
Nigh, author and d'rector of "Why Girls
Leave Home," "School Days," "Your
Best Friend," and other pictures, has
formed his own company and will begin
production on his own account.
Actual work on the first of four pic-
tures which he has in mind will be started
in September. Nigh is making his head-
quarters at Tilford studio;.
Robert E. Sherwood's
Film on Hollywood Is
Shown to Inhabitants
(Special to Exhibitors Herald)
LOS ANGELES, April 18— Hollywood
and a notable gathering of its motion
picture celebrities saw itself as others see
it this week when Robert E. Sherwood,
screen critic of Life and contributor to
numerous national magazines, gave a
special preview of his unusual film review,
"Through Darkest Hollywood With Gun
and Camera" and an accompanying lec-
ture at Beverly Hills Hotel.
The picture, which reveals Hollywood
as it is and as Sherwood had conceived
it, and the frank expressions and opinions
contained in the lecture created something
of a sensation and a tremendous amount
of comment which has not yet subsided.
While Sherwood is primarily a hu-
morist and dealt with the subject in a
light vein he made no effort to suppress
any of the facts concerning the picture
industry that he gathered during his four-
weeks investigation of Hollywood.
Sherwood is booked for an extensive
lecture tour with the picture. His ap-
pearances will be chiefly before clubs and
civic organizations.
Sherwood's film was produced at the
Thomas H. Ince studios and man)
screen celebrities contributed to its mak J
ing.
Producers to Attend
Installation of New
T. O. C. C. Officiah
(Special to Exhibitors Herald)
NEW YORK, April 18.— Willian
Brandt, organizer and president of tin
Theatre Owners Chamber of Commero
since its inception two years ago, retire
next Thursday night, when Willian
Landau, the new president, and the othc
recently elected officers are inducted int<
office.
The installation takes place at the Ritz
Carlton and is planned as a big doubl
event — the seating of the new officers an
a testimonial dinner in honor of Mi
Brandt. A suitable remembrance git
will be presented to the retiring presiden
and the presentation speech will be mad
by Senator "Jimmy" Walker.
Will H. Hays and a number of th
members of the producers and distribi
tors association have accepted invitation
to attend.
Clara Kimball Young
Will Star for Met*
(Special to Exhibitors Herald)
NEW YORK, April 18.— Official ai
nouncement from Metro offices confirn
the report fiom the Coast that Clai
Kimball Young has signed up with th;
company for a series of five pictures, I
be produced within the next cightee
mouths. The first production is a pi
turization of Richard Washburn Childi
"The Hands of Narro." It will be dil
tributcd next fall.
Pay $21,600 License
(Special to Exhibitors Herald)
ST. LOUIS, MO., April 18— Motii
picture houses, theatres and other afflus
ment places paid the city, state ai
schools $21,000 for licenses last year
was shown in the annual report of Ci
License Collector Chapman for the Bsc
year closing April 10.
pril 29. 1922
EXHIBITORS HERALD
35
Jew Company Takes
Over Allen Theatre
)licy of Cleveland Theatre
Unchanged — McCormick
Remains Manager
(Special to Exhibitors Herald)
CLEVELAND. O., April 18.— The Al-
ii theatre has passed into the hands of a
;oup of Cleveland men, who have taken
■ er the lease and holdings under the
!e of the Allen Cleveland Company,
;d will operate' the theatre along simi-
lines to that in vogue since the open-
? about a year ago.
Officers of the new company are:
iomas Coughlin, president; William R.
jpkins, vice president; I. W. W. Sharp,
:retary, and Robert J. Bulkley, treas-
er. In addition to the officers, the
Mowing will compose the directors:
F. Gill. Bascom Little, Louis Rorimer,
hitney Warner and Jule and Jay Allen.
The management of the theatre will
ntinue in the hands of S. Barret Mc-
irmick.
,It is probable the new Allen-Cleveland
>mpany may eventually take over some
the Allen properties in Canada.
ever & Hyman
uy Coliseum
(Special to Exhibitors Herald)
SAX FRANCISCO, CAL., April 18.—
ie Coliseum theatre, owned by Sam H.
:vin and the Famous Players Lasky
arporation of California has been sold
Meyer and Hyman, Inc. The theatre,
hich has a seating capacity of 2.200 is
cated in Richmond, one of the finest
stricts of San Francisco.
The new owners are Sam Meyers and
_ D. Meyers, financiers and Louis Hy-
an, who is general manager of All Star
;ature Dist., Inc. It is reported that
e theatre was sold for $200,000 on an
ghtcen-year lease. Edgar N. Ayer has
een selected as manager and director
the Coliseum.
May Purchase Theatre
(Special to Exhibitors Herald)
FORT WAYNE, IND., April 18.— It
reported here that M. Marcus, man-
;er of the Jefferson and Strand theatres,
ill purchase the Colonial theatre.
Harding May Address
Exhibitors at Capital
Invitation Tendered by President Cohen
And Members of Executive Body of
National Organization
(Special to Exhibitors Herald)
NEW YORK, April 18. — Not a week passes without an occurrence to
arouse added interest in the national convention of the Motion Picture
Theatre Owners of America to be held at the New Willard Hotel, Wash-
ington, D. C, May 8 to 12.
Most recent of these incidents is found in the announcement from the
headquarters of the M. P. T. O. A. that President Harding has been ten-
dered an invitation to address the opening session of the conclave. The
chief executive is expected to announce his decision on the matter within
a short time.
Presence Would "Stimulate Patriotic Action"
The invitation, bound in morocco, was tendered by President Sydney
S. Cohen and members of the executive committee who convened in Wash-
ington on April 14. The invitation pointed out that his presence would
"so stimulate and nerve into renewed patriotic action all elements of the
American press — printed and screened — that the maximum of real serv-
ice to government and people from these powerful agencies will always
be available."
While in Washington, the exhibitor
delegation was received by the chief
executive, V i ce-
President Cool-
idge and other
public officials.
Senator Owen of
Oklahoma ac-
companied the
theatre men.
V i c e-President
Coolidge said he
would address
the convention
unless pressing
business inter-
fered.
Several joint
sessions of the
convention
committee of which W. A. True of Hart-
ford, Conn., is chairman, and the local
Washington committee were held during
the delegation's stay at the capital and
arrangements were perfected for the May
event.
The entertainment committee reports
that trips to Mount Vernon, Arlington
and other points of interest have been
arranged. A reception will be tendered
to members of congress on Friday eve-
ning, May 12, at the New Willard hotel.
The convention dinner will be on
Wednesday evening.
Members of the Washington committee
cooperating with the national officers
are: A. Julian Brylawski, Harry Cran-
dall, Lawrence Beatus, Sidney Lust,
Maurice Davis, W. C. Murphy, Nelson
Bell and Sam Boyd.
W. A. True
(Special to Exhibitors Herald)
PITTSBURGH, PA., April 18.— Pre-
ceding the adjournment of the three-
day annual convention of the Motion
Picture Theatre Owners of Western
Pennsylvania in the Fort Pitt Hotel
1AKING HISTORY — The men who extended the invitation to President Harding asking him to address the M. P. T. O. A.
convention (left to right): Sidney Lust, Washington; S. I. Berman, New York; Charles L. O'Reilly, New York; E. M.
Fay, Rhode Island; John Mannheimer, New York; A. Julian Brylawski, Washington; R. F. Woodhull, Dover, N. J.; Dr.
Francis Hoiley. Washington; M. E. Comerford, Scranton, Pa.; W. A. True, Hartford, Conn.; William Cadoret, Chi-
cago; H. B. Varner, Lexington, N. C; Lawrence Beatus, Washington; Sydney S. Cohen, New York; James J. Walker,
imcw York; M. J. O'Toole, Scranton, Pa.; U. S. Senator Robert L. Owen, Oklahoma; Harry Crandall, Washington; A. J.
Moeller, New York; Maurice Davis, Washington; W. A. Steffes, Minneapolis; A. R. Pramer, Omaha; J. T. Collins, Ruth-
erford, N. J.; I. M. Salyerds, Rochester, N. Y.; Nelson Bell, Washington; Sam Boyd, Washington.
36
EXHIBITORS HERALD
April 29, 1922
HERE ARE THE exhibitors of West Virginia, photographed immediately following the banquet held in connection with the
annual convention of the Motion Picture Theatre Owners of West Virginia at Parkersburg. National President Sydney
S. Cohen is readily conspicuous by the silver loving cup he is holding.
the organization unanimously adopted a
resolution petitioning all motion picture
producers and distributors to eliminate
advertising in all publications but news-
papers; that the newspaper was the one
medium that reached all classes of peo-
ple, while other publications were read
by only certain people.
The resolution pointed out that to
reach both the masses and classes news-
papers should be used more extensively
in the future than they had been in
the past.
Casper Re-elected
The following officers of the associ-
ation were elected for 1922-23: Jerome
Casper, Pittsburgh, president; John New-
man, New Castle, vice president; H.
Goldberg, Pittsburgh, treasurer; Fred
Herrington, Pittsburgh, secretary board
of managers; Max Engleberg, McKees
Rocks; William R. Wheat, Sewickley, and
Harry Handle, Pittsburgh. While offi-
cial action was not taken relative to the
next meeting place, it is reported that
Pittsburgh again will be selected.
Among the other resolutions passed
was one opposing carnivals, which the
framer of the resolution declared were
"sewers of the show business." The con-
vention went on record in cooperating
with the state board of health in sup-
pressing carnivals, and petitioning all
municipal authorities to refuse licenses
for such exhibitions.
"Don't Condemn Business"
A resolution was also passed asking the
public to refrain from condemning the
motion picture business as an institution,
because of individual acts of some of the
players; that the motion picture owners
stand for morality in all pictures ex-
hibited and will lend their encouragement
to producers of the right kind of pictures,
but disapprove of scenes that are not
clean and pure. Several other resolu-
tions were passed asking for reduced
taxes on certain other factors that enter
into the business.
It was announced that fully 150 of the
:i88 members of the Western Pennsyl-
vania association will attend the national
convention of Motion Picture Theatre
Owners of America in Washington, May
8-12. All the resolutions passed at the
convention here — including the one rela-
tive to producers and distributors adver-
tising more liberally in newspapers — will
be presented at the national meeting .
A number of exhibitors from other
states, including National President Syd-
ney S. Cohen, Salyerds of Rochester, N.
Y .; Cadorct of Illinois, and Fine and
Gross of Cleveland, were at the sessions.
M. J. O'Toole of the M. P. T. O. A.
attended with President Cohen.
Members of the organization in at-
tendance follow:
Pittsburgh — H. Handel, Hippodrome; J. E.
Smith, Smith; Henry and C. Poke, Shiloh; Mr.
Walker, Academy; Mr. Shrader, Olympic; J.
Wagman, Merlin; M. Rosenberg, Rialto; M.
Moidel, Penn; I. H. Fleishmann, Brighton; S.
Pearl, Climax; Mr. Hayward, Savoy; H. Gold-
berg, Avenue; E. J. Golstein, Morris; D. Harris,
Wonderland; Mr. Sternberg, Hazelwood; H. B.
Kester, Cameraphone; Sam Gould, Arcadia and
Gould; Henry Gauding, Lincoln; C. J. Vollmer,
Idle Hour; P. Demas, Minerva; M. Finkel, Colo-
nial; Alex Moore, Hill Top; O. F. Krugh,
Arcade; M. Browarsky, Variety; A. Fineman,
McKee; J. Richman, Pearl; Mr. Tauler, Oakland;
W. Bushyeager, Orpheum; Mr. Browar, Kenyon;
J. Alderdice, Delton; R. Soltz, Majestic; J. Kai-
ser, West End; Bennett Amder, Amder Amuse-
ment Co.; Jerome Casper and Fred J. Her-
rington.
Out-of-Town— E. F. Desenter, Avalon, Avalon;
G. F. Miller, Delmont, Oakmont; M. Angoros,
Palace, Leechburg; P. G. Wright, Auditorium,
Meyersdale; C. O. Baird, Pastime, Portage; W.
J. Wray, Crescent. Mahoningtown ; J. D. Dun-
meyer, Majestic, Butler; Mrs. F. C. McGinley,
Grand, Elizabeth; E. T. Beadle, Alhambra, Can-
nonsburg; B. E. Cupler, Bijou, Washington;
Pete Antonopolos, Frederick, East Pittsburgh;
M. Feitler, Liberty, McKees Rocks; Mr. Wino-
grad, Majestic, Rochester; Mr. McGivern. West
Tark, McKees Rocks; W. M. Lodge, Fulton,
McConnellsburg; T. J. Hicker, Liberty, Saxton;
Thomas Paul, Casino, Greensburg; W. J. Bitt-
ner, Cambria, Johnstown; J. A. Smail, Family.
Avonmore; C. Freeman, Star, New Castle; H. C.
Morrison, Grand, Mt. Pleasant; J. R. Evans,
Grand, Donora; Daniel Kough, Windher Opera
House, Windber; S. Marousis, Dome, New Cas-
tle; R. T. Jennings, Grand, Greensburg: W. G.
Maute, Grand, Irwin; V. E. Best, Albion, Al-
bion; J. Gray, Tru-Art, Spangler; C. G. Couch,
Grand. Carnegie; W. A. Ash, Brookline, Brook-
line; T. P. Miller, Castle, McKees Rocks; O.
Federbusch, Star, Tarentum; A. H. Miller,
Washington; C. H. Elder, Capitol, Washington;
C. Seltzer, Main, Sharpsburg; L. Elswick, Kiski,
Vandergrift; W. R. Stambaugh, Sheridan, Turtle
Creek; Mr. Silverman. Princess, Donora; Max
Engleberg, Liberty, McKees Rocks; S. Haimo-
vitz, Columbus. New Kensington; G. Panos,
State, Mount Oliver; J. M. Steinitz, Liberty,
Rankin; W. R. Wheat, Sewickley, Sewickley;
G. Schweitzer, Orpheum, Titusville; C. M. Mc-
Closkey, Penn, Uniontown; P. B. Jones, Row-
land, Wilkinsburg; N. Sehring, Alma, Portage;
H. Goodman, Liberty, Midland; E. Harvey,
Grand, Woodlawn; T. Michalowsky, Rex, Mason-
town; C. E. Gable, Strand Corp., Sharon; E. T.
Claffcy. Strand Corp., Sharon; Sam Soltz, Re-
gent, Beaver Falls; A. J. Bayer, Family, St.
Marys; A. E. Andrews, Opera House. Emporium;
J. F. Smith. Smiths. Barnesboro; H. L. Stahl,
Lyric, Oil City; C. E. Landos, Princess, Jean-
nctte; A. P. Way. Avenue, DuBois; M. Rosen-
bloom, Majestic, Charleroi; H. P. Dawson, Colo-
nial, Beaver Falls; D. Baltimore, Strand, New
Castle; Mr. Shcfller, Grand, New Brighton; B.
Dattola, Strand, New Kensington; R. Navary,
Pleasant Hour, Verona; Mr. Parros, Colonial,
Swissvale: Mr. Lampropolos. Paramount, La-
trobe; J. W. Mercer, Globe, Washington; J. Sil-
verman, Strand. Altoona; J. M. Conners, Regent,
Washington; M. Roth, Liberty, Duquesne.
West Va.
(Special to Exhibitors Herald)
PARKERSBURG, W. VA., April 18.-
West Virginia exhibitors, at their conven-
tion last week, extended a hand of co-
operation to Will H. Hays, president of
ihe Motion Picture Producers & Distrib-
utors of America. The resolution ex-
pressing the attitude of the members of
the state organization follows:
RESOLVED, That the M. P. T. O. of West
Virginia extend a welcome hand of co-
operation to Mr. Will Hays. Be it further
resolved that this organization stands ready
to cooperate with him to the end that the
many abuses of the industry may be abol-
ished.
Other resolutions adopted follow:
Film Folk Honorable
"Resolved, That the M. P. T. 0. of
West Virginia will not permit the exhibi-
tion of pictures in which arc featured any
star or performer guiltily involved in any
indecent, immoral or notorious action, or
whose chief bid for fame is notoriety.
"The M. P. T. O. of West Virginia
recognizes that the great majority of men
and women in the motion picture in-
dustry are as honorable and law-abiding
a group of Americans as may be found;
that great injury and acute personal suf-
fering may be caused by indiscriminate
condemnation and innuendo contained in
sensational press reports, and calls the
attention of the public as well as all con-
nected with motion picture production to
the firm policy of the M. P. T. O., as
expressed in the previous resolution.
"The theatre owners of the state of
West Virginia condemns the practice oi
certain distributors who seek to trade on
the reputation of new and worthy produc-
tions by exploiting old and inferior pic-
tures on the strength of similarity of
titles, or other devices."
Senator Sends Greetings
Telegrams expressing best wishes were
received from a host of screen stars, in-
cluding Wallace Reid, Jack Holt. Agnc?
Ayres, Lila Lee. Thomas Meighan. Jackii
Coogan, Behe Daniels, Rodolph Valentin'
and Dorothy Dalton. A message fron
United States Senator Howard Suther
land was of special interest because o
the fact that his was the deciding vote ii
the senate which defeated the 5 per cen
(Concluded on page 64)
Vpril 29, 1922
EXHIBITORS HERALD
37
Now They'll
Be Good
(Special to Exhibitors Herald)
CORSICANA, TEX., April 18.
— Letters bearing the official seal
of the Corsicana Klan of the Ku
Klux Klan and delivered to every
theatre here declare that "through
personal investigation and observa-
tion we are aware of considerable
improper conduct in some of the
theatres." Exhibitors were request-
ed to keep the letters posted for
one week so that patrons might
take due notice and govern them-
selves accordingly.
Colorado Fanatics Fail to
Convict at Blue Law Trial
Court Directs Verdict In Favor of Exhibitor at
Grand Junction — Understood Reformers
Will Continue Their Fight
{Special to Exhibitors Herald)
GRAND JUNCTION, COLO., April 18.— Despite their failure to convict
Ole M. Nelson of the Majestic theatre on a charge of violating an obsolete blue
law, it is understood that fanatics of this city will continue their fight to
force the local theatres to close their doors on Sunday.
The reformers lost their case against the exhibitor when Judge N. C.
Miller directed a verdict for the defendant, the court upholding the con-
tention of the defense that informations were at variance with the evidence.
Says Law of 1868 is Still Operative
In his decision the judge held that the law in existence since 1868 was
still operative. On the point that a motion picture show is a theatre, he
held that while it is in the nature of a theatre it could now be held to be
a theatre, the information in the case charging Mr. Nelson with operating
"a place of amusement, to-wit, a theatre."
Celebrates Inaugural
As Preview Theatre
Vest Coast Film Folks Are
Guests of Ambassador
Management
(Special to Exhibitors Herald)
LOS ANGELES, April 18.— Mem-
ers of the Los Angeles Film Board of
rade and other persons prominent in
le industry were guests at a luncheon
id smoker at the Ambassador hotel
iven by J. B. Maurath, manager of the
mbassador theatre, in celebration of
ie successful inauguration of the play-
ouse as a national preview theatre.
Public Is Critic
The- Ambassador opened as a preview
3use on March 21 witli the R-C produc-
on "Five Days to Live." Since then
umerous previews of various pictures
ave been held at the theatre, to help
roducers arrive at a decision on the
otential box office value of a produc-
on. The public constitutes a board of
irectors, form cards being provided on
hich to indicate their opinions.
Madame Glyn Present
Among the guests present at the lun-
heon and entertainment at the theatre
'ere the following:
Madame Glyn; A. L. Gore, vice-president West
oast Theatres; Ed. C. Mix, president Film
oard of Trade; J. S. Lustig, president Southern
alifornia unit M. P. T. O. A.; A. F. Michael
farlian. general counsel of the film board;
. C. Ezell, personal representative of Lewis J.
elznick; Harry D. Goldberg, R-C exchange man-
ner; Will T. Gentz, R-C publicity man; Maurice
/olf, manager Goldwyn exchange; O. V. Trag-
ardh, manager Paramount exchange; D. Ber-
hon, general booking manager. West Coast
heatres; Bert Hall, Thomas Smith, manager
ipling exchange; W. T. Wall, manager Hodkin-
>n exchange; Harry Mclntyre, manager Peer-
•ss exchange; Harry Kreiter, manager Co-
jerative exchange; J. H. Goldberg, manager
ederal exchange; F. E. Samuel, manager
!une exchange; Oren F. Woody, manager Selz-
ck exchange, and E. A. Benjamin, manager
11-Star exchange.
VillH Hays to Be
Guest of Publishers
(Special to Exhibitors Herald)
NEW YORK, April 18— Will H. Hays
ill be guest of honor at a dinner ten-
ered him by publishers of the United
tates at the Commodore Hotel April 26.
The invitation committee includes the
antes of publishers of numerous and
iried well-known newspapers, magazines
nd trade papers.
In a statement issued immediately fol-
lowing the trial, Horace T. De Long, one
of the blue law leaders, declared:
"We trust that the movies having now
found the statute in force will voluntarily
close without further legal proceedings."
"Other Business
Isn't Unlawful"
(Special to Exhibitors Herald)
WABASH, 1ND., April 18.— As the re-
sult of the operation of other business
houses here on Sunday when it was sup-
posed they would be closed as were the
picture houses, Dickson Brothers, man-
agers of the Eagles Theatre, announced
that they will open their theatre on Sun-
day and give the net proceeds to charity.
They were arrested recently for opening
their theatre on Sunday and the case is
pending against them.
In a statement regarding Sunday
shows, the theatre managers said that in
as much as the prosecuting attorney had
Blue Law Clergy
Are Ousted
(Special to Exhibitors Herald)
BURLINGAME, KANS., April
18. — Three ministers who tried to
close up the Panama theatre, oper-
ated by R. V. Turner, on Sunday,
met more than a tartar in the ex-
hibitor. They not only failed to
succeed in their "mission," but lost
their jobs in their over-active at-
tempts to force Sunday closing.
Mr. Turner was arrested every
Sunday in February, but the broad-
minded citizens decided among
themselves that it was time for ac-
tion, so the reformers were sent
unheralded on their way to other
parts.
announced that he will not close business
which "has become lawful by long es-
tablished custom," they will operate their
shows on Sunday and give the money to
charity "until Sunday picture shows in
Wabash become lawful by long estab-
lished custom."
Baum to Go Abroad
(Special to Exhibitors Herald)
NEW YORK, April 18.— Louis Baum,
sales manager of Equity Pictures, will
leave for an extended trip throughout
Continental Europe on May 2 in the in-
terest of Equity Pictures. He will be
gone approximately three months.
Censorship Bill in
Mississippi Dies as
Legislators Adjourn
(Special to Etchibitors Herald)
NEW YORK, April 18.— The Missis-
sippi legislature has adjourned without
enacting the censorship bill which had
been vigorously urged by reformers in
the state. The bill had been passed by
the Senate but was reported unfavor-
ably by the Educational Commtitee of
the House of Representatives.
Closing hour measures to have the
bill enacted met witH failure. The cam-
paign on behalf of the industry was con-
ducted by a committee composed of E.
V. Richards of the Saenger Amusement
Company, officials of Southern Enter-
prises and the Censorship Committee of
the National Association of the Motion
Picture Industry of which Gabriel L.
Hess is chairman.
Other states in which censorship
legislation failed of passage during the
legislative sessions this year were South
Carolina and Kentucky. In Maine, New
Jersey and Rhode Island no censorship
measures were introduced at the 1922
sessions. In Virginia a bill was passed
and a censor board has been appointed
by the governor. In Louisiana the legis-
lature will convene next month for a
sixty-day session. In Georgia the legis-
lature will convene in June for a fifty-
day session.
Hold Saturday Shows
For School Students
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., April 18.— A
series of Saturday morning performances
for high school pupils is being given in
local picture houses through the coopera-
tion of theatre managers with the In-
dianapolis Indorsers of Photoplays.
The visual education department of the
public schools is interested in the project.
The first picture shown in the series was
the "Tale of Two Cities," selected be-
cause of its conformity with the English
courses being given in the high schools.
38
EXHIBITORS HERALD
April 29, 1922
Warners Give Exploitation Tips
in Trade Paper Ads
Progressive Step Taken by Independent Producers to Aid
Exhibitors in Selling Films to Public
WARNER BROTHERS, who have given to the state right field a
number of outstanding successes during the past few months, have
taken another step forward this week, this time in the adoption of
a new policy in the preparation of their copy for trade paper advertising
The advertisements, the first of which appear on pages 14 and 15 of
your patrons politely tell you that your show was rotten, maybe it's the
accessories and also an idea of how the big city and small town exhibitor
can sell the picture to the public.
nTHE stability of this industry rests
JL in a large measure on truthful and
helpful advertising," declares Eddie
Bonus, director of advertising and pub-
licity for Warner Brothers in discussing
their decision.
"It is our intention to carry out this
idea and instead of bombarding the ex-
hibitor with superlatives, we will show
him what can be done with a picture from
an exploitation angle.
* * *
"The success of any picture depends on
showmanship and exploitation. We
proved this fact with 'Why Girls Leave
Home' and 'School Days.' Both produc-
tions were presented to exhibitors with
broadside illustrations and practical sug-
gestions on how to put them over. We
made it a point to secure the largest num-
ber of novelties possible and a demonstra-
tion of our success is furnished by Wes-
ley Barry cut-outs which tied up price-
less space on Broadway and main
thoroughfares throughout the country.
"It is our firm conviction that pro-
ducers should not only use the trade
mediums to dispose of their product but
also to present directly to the exhibitors
showmanship methads and proper mate-
rial to put over their productions."
* * *
Warner Brothers' success has been fre-
quently cited as an example of the great
possibilities in the intelligent and con-
sistent use of trade paper advertising
space.
Although they have spent large sums
of money in the trade papers, it has been
demonstrated to be an economy to them-
selves, to the exchanges handling their
product and to the exhibitors of their
pictures, as it has reduced the gross sell-
ing expense and has widened distribution.
Hearing Scheduled on
Music Tax Repeal Bill
(Special to Exhibitors Herald)
NEW YORK, April 18.— Sydney S.
Cohen has announced that arrangements
have been made for a hearing on Friday,
May 5, before the house committee on
patents on the music tax bill. In addi-
tion to President Cohen, the M. P. T. O.
A. will be represented in Washington by
these exhibitors:
W. A. True of Connecticut; W. A.
Steffes of Minnesota; A. R. Pramer of
Nebraska; H. B. Varner of North Caro-
lina; M. J. O'Toole of Pennsylvania; C.
E. Whitehurst of Maryland; M. E. Com-
crford of Pennsylvania; John T. Collins
of New Jersey; John Mannheimer of
New York; R. F. Woodhull of New Jer-
sey, and E. M. Fay of Rhode Island.
Arbuckle Showing
Still in Doubt
Just what course will be taken
with reference to the Arbuckle
pictures has not as yet been made
plain. It is understood that it was
originally planned by Famous Play-
ers-Lasky corporation that upon
the acquittal of Arbuckle new and
old subjects featuring the come-
dian would be distributed, thereby
permitting the public to register
its decision as to whether it wanted
these subjects.
Since this plan of Famous Play-
ers became known it appears that
numerous protests have been re-
ceived and from present indications
what course will be pursued re-
mains in doubt.
Company for Producing
Comedies Is Launched
In Ohio by Fairer Sex
(Special to Exhibitors Herald)
COLUMBUS, O., April 18.— Women
have long played an important part in
the production of motion pictures, but it
remained for a group of Ohio women to
launch a production unit comprised en-
tirely of members of the fairer sex. The
official name of the organization is Kelly's
Klean Komidies Company, Inc., with
offices and studios at Columbus, O.
Working quietly, the company incor-
porated some time ago at $100,000;
equipped a studio at V22]/2 South High
street, Columbus, and has already com-
pleted a two-reel comedy, titled "Ten Bar
Rooms in One Night."
Miss Ella Kelly of Columbus is presi-
dent of the organization. Other officer?
include: Mrs. Samuel R. Matson, Cin-
cinnati, vice-president; Harriett R. Main
Delaware, secretary, and Mary George
Columbus, treasurer. The first comedy
"Ten Bar Rooms in One Night," has woi
the unanimous approval of the company':
officers and critics invited to view it an<
preparations have already been made fo
the production of three other two-ree
comedies.
Barrett Kiesling New
Treasurer of Wampai
(Special to Exhibitors Herald)
LOS ANGELES, April 18.— Barret
Kiesling, associate publicity director a
Lasky Studio, is now treasurer of West
ern Motion Picture Advertisers, sue
ceeding Malcolm S. Boylan who resigno
to become director of special events fo '
the Wampas.
Believe Weather Affects Applause
IVcll-Knozvn Scientist and Engineer Conducting Series of
Experiments in New York Theatre
When your audience fails to applaud, maybe it's the weather. When
your patrons politely tell you that your show was rotten, maybe it's the
weather.
So says Dr. E. E. Free, former major
in (he chemical warfare service, and a
will-known scientist and engineer. The
scientist is now conducting a series of ex-
periments on this subject at the Broad-
hurst theatre in New York where "Mar-
jolaine," starring Mary Hay, is playing.
* * *
Applause, points out Dr. Free, is not
only a mental reaction, a response to
appreciation or pleasure, but it is also a
physical act. One will applaud longer and
more readily when the general average of
energy in the audience is high, when the
weather conditions arc stimulating.
In "Marjolaine." by studying the re-
sponses— laughter and applause respec-
tively— to certain carefully selected lines
and songs, he expects to standardize each
audience, to determine what the normal
average response of an audience of that
particular mental quality ought to be.
"I believe that how the weather affects
applause in the theatre can be studied
scientifically," he declares.
* * *
"Researches into the effect of differ-
ences in the air, changes in climate on hu-
man behavior have been made by several
American scientists, notably Dr. Ells-
worth Huntington of Yale University,
although so far as I am aware Dr. Hunt-
ington has not applied his results to the
theatre. Dr. Huntington has proved that
the energy of men, their willingness to
undergo exertion, the amount of work or
play they can finish without undue fa-
tigue, varies greatly with the weather."
Zukor Is
Grandpa
NEW YORK, April 18.— A boy
has been born to Mr. and Mrs.
Eugene Zukor. Mr. Zukor, son of
President Adolph Zukor, of Fa-
mous Players-Lasky Corporation,
is associated with his father in the
producing and distributing com-
pany. This is President Zukor's
first grandchild.
pril 29, 1922
EXHIBITORS HERALD 39
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of April 29
Stories Told
by
the Camera
Nazimova ordered this picture taken that she "might be reminded of
the real pleasure encountered in every stage of the production of
'Salome'." Top, left to right: Monroe Bennett, laboratory; Charles
Bryant, director; Mildred Early, secretary; John DePalma, assistant
director. Second row: Sam Zimbalist, cutter; Natacha Rambova, art
director; Charles J. Van Enger, cameraman; the star; R. W. McFar-
land, manager. Front row: Neal Jack, electrician; Paul Ivano, camera-
man; Lewis Wilson, cameraman.
"Doing nicely, thank you," says J. C.
Jenkins, Neligh, Neb., exhibitor whose
contributions to "Herald" departments
are read with interest by the entire
trade. This picture was snapped as Mr.
Jenkins left an Omaha hospital follow-
ing an operation.
Snow holds no terror for Corinne
Griffith. This is a scene from her
l*test Vitagraph picture, "A Vir-
gin's Sacrifice."
When inclement weather caused postponement of their baseball game, Tris
Speaker's Cleveland Indians were invited to special showing of "The Leather
Pushers" by Manager J. H. Calvert of Universal's Kansas City office. The
team voted these popular subjects just about the best ever filmed.
40
EXHIBITORS HERALD
April 29, 1922
"One Clear Call," John M.
Stahl's latest picture for
First National, holds 'em out
at California theatre, Venice.
J. W. Aston, head of Photoplay Title Company, with headquarters at 5828 Broad-
way, Chicago. The company manufactures a "white on black" title by means of a
patented process. Although Mr. Aston specializes in negative subtitles, he it
making art trailers for the Balaban & Katz houses and a number of other theatres
in Chicago and vicinity.
Fred S. Meyer, manager director, Palace theatre, Hamilton, O., signing con-
tract and check for $2,500 calling for one week's run of D. W. Griffith's
"Orphans of the Storm" at the Palace. This is said to be the biggest contract
ever signed in Hamilton amusement circles and this fact alone is responsible
for the limitless publicity which the Palace and "Orphans of the Storm" it
receiving.
When Dave Bancroft of New York Giants strayed
from camp while the team was on the Coast a frantic
search was made for him. And this is where they
found him — being fed bon bons by Marie Prevost,
Universal star
The radio in production. Left to right: Leatrice Joy,
Raymond Griffith, George Dromgold, Marshall NeiUn,
Matt Moore and Frank Urson listen in on instrument
installed at Neilan studio for keeping in touch with
players while on location.
pril 29, 1922
I. XHIBITORS HERALD
41
Live wire accessory force, Carl Krumrei, S. A. Westall,
new manager, Miss E. Holzman, H. A. R. Dutton, presi-
dent of Argus Enterprises, Miss E. M. Virgil, E. A.
Van Husan, retiring manager, and Wesley Mansfield.
Those who make for office and sales efficiency at the
Omaha branch of Fox Film Corporation. Sid Meyers
is hustling manager of this link in the Fox chain of
exchanges.
The group that is making Universal's anniversary a
big success in Mid-West. Left to right: L. R. Pierce,
M. G. Rogers, H. Novitsky, H. F. Lefholtz, manager,
E. H. Strickland and B. Tillsworth.
Motion Picture Industry
in Omaha
Intimate photographs of the sales and of-
fice forces of exchanges and accessory-
houses at- the Nebraska metropolis. Photo-
graphs snapped by Harry E. Nichols, field
representative for the HERALD.
Eddie Alperson (left), First National manager, who has
just closed a contract with J. W. Hughes (center),
New theatre, Alliance. Others are: J. L. Winn, Charles
Peavey, Educational chief, and E. R. Coffin.
Pathe's wrecking crew at Omaha. Left to right: Charlie
Taylor, manager, M. L. Overman, Miss Maude Carvill,
cashier, Joe Bradley, who is with Associated Exhibitors,
O. W. Hanson and C. J. Riggs.
In trim to sell "School Days," which has been purchased
for Iowa and Nebraska by Federated. Left to right:
M. M. Marcus, Harry Muir, Al Kahn, general manager,
and Sam Goldflam.
Find an exhibitor in the Middle West who doesn't
know Steve O'Brien (right), Select's new heavyweight
manager at Omaha. B. F. Lyon, field representative
for Select Pictures, is at the left.
42
EXHIBITORS HERALD
April 29, 1922
Sir Auckland Geddes, Great Brit-
ain's ambassador to the United
States, familiarizes himself with
the production of motion pic-
tures. He has willing tutors in
Jesse L. Lasky, vice president of
Famous Players-Lasky Corpora-
tion, and Gloria Swanson, one of
the company's stars. Lady Geddes
was an interested observer during
her husbands tour of the plant.
Dorothy Phillips, star in Allen
Holubar's First National film, "The
Soul Seeker," learning to man the
schooner, "Apollo."
Billy, Claire Windsor's 4 year
old son, hopes some day to
be a First National star like
his little friend, Jackie
Coogan. Miss Windsor ap-
pears in John M. Stahl's
"One Clear Call."
Nate Frudenfeld (left), exploita-
tion expert for World Realty
Company, Omaha, and Arthur A.
Frudenfeld, manager of new
World theatre.
Producing unit of Syracuse Motion Picture Company leaving New York for
Florida to complete its first feature, the distribution of which will be handled
by Producers Security Corporation. In the foreground of the picture are
Hamilton Smith, director, Dorothy Mackaill and Wyndham Standing.
A. R. Nininger has been appointed
manager of Associated Exhibitors
branc h office at Atlanta, Ga., by
President Arthur S. Kane.
April 29. 1922
EXHIBITORS HERALD
43
"Freckles" Barry, Marsha l Nei-
lan star, patiently waiting for
the Easter egg to hatch.
Left to right: Alfred E. Green, Paramount
director; David Warfield, veteran of the stage,
and his friend, Thomas Meighan.
First and only time Buster
Keaton, First National star,
was caught smiling.
Elaine Hammerstein in one of the
beautiful gowns she wears in her
Se'znick picture, "Evidence."
Clarion Photoplays' film expose of "Sawing a Lady in Half." The Society
of American Magicians, Harry Houdini president, has protested exhibition
of this picture. The magicians' letter is addressed to Broadway managers.
ibers of the Theatre Owners Chamber of Commerce of New York City attending their third annual convention
ie Astor hotel. William Brandt, who retired as president of the organization on April 20, stands in center of pic-
with gavel in hand. Other familiar faces may be seen in the photograph.
44
EXHIBITORS HERALD
April 29, 1922
RL'.MOR has it that Eddie Bonns is so
jealous of the success of Herb
Crooker and Victor Nurnberg since
their song, "The Isle of Zorda" has met
with such a pleasing reception, that he is
thinking of writing a song himself which
he admits will be a real song, with music
and lyrics by E. Bonns. The only small
thing he has to overcome according to
Louis Marangella, is that he doesn't know
anything about music and has the same
amount of knowledge about lyrics.
As Marangella explains it Bonns is about
in the position of the man who was about
to cook his own breakfast and said :
"If I had some ham I'd have some ham
and eggs if I had some eggs."
* * *
And that Herb Crooker is getting him-
self in training to back Longfellow, Gold-
smith and the Campbell's Soup poet clear
off the boards. Having an idle moment
between the pie and the demi-tasse one day
last week nonchalantly and with one hand,
Crooker dashed off the following for the
A. M. P. A. Bulletin :
A movie queen and a male star lead
Had both decided to wed.
He'd bought the ring, the darned old thing
When he cracked her over the head.
The folks all asked why the thing was off
For their love had been divine.
"On the cards this dame, she wanted her name
In much bigger type than mine."
Nellie Revell, than whom there has
been no better or better loved P. A. on
Broadway for the past two decades, has
not lost her cheerfulness in spite of the
fact that for the past three years she has
been confined to a hospital cot with a spine
injured beyond repair. Says Nellie, in a
column she conducts in a local paper :
They let me sit up for thirty minutes
last week, but they pulled three teeth in the
meantime.
I must have gone to sleep with my mouth
open and a nurse saw I had teeth and re-
ported me to the doctors. Anyhow, I seem
to be getting closer to that operation for
dandruff every day. After that I wonder
what new outlet they will find for their
personally conducted Cook's tour restless-
ness? They can't do anything more to me
unless they rig me up as a radio receiving
station.
* * *
Lewis Allen Browne, for three years
special writer for the Selznick organization,
who wrote the continuity for Owen Moore's
latest picture, "Reported Missing," has just
finished a story and continuity for the H. L.
Steiner production starring Arthur Hous-
man.
Mr. Browne resigned from the Selznick
staff because he did not want to pull up
stakes and move to the coast, and is now
doing free lance work, which includes
original stories, adaptations, continuities
and titles. He has a suburban home at 347
Highwood avenue, Leonia, N. J., and de-
clares that all the attractions of the coast
cannot lure him away from his dogs,
chickens, ("be sure and explain that they
are not the Broadway variety but Rhode
Island Reds," he warned us) and garden.
* * *
Many of the wise birds of the industry
have been predicting that the radiophone
craze would hurt the film business, and
now these predictions have come true. Leo
Pollock, who has been dealing publicity
from the top, bottom and middle for Cos-
mopolitan pictures since Hector was an
infant canine, has gone over to the radio.
Last week he resigned his position to take
a job as radio editor of the Nezv York
Journal.
* * *
Among other changes at Cosmopolitan is
the departure from that organization of
James F. Sayles, who has had charge of
the advertising department. C. L. Dixon,
formerly with Cosmopolitan, but more
recently looking after exploitation for R-C
pictures, has returned to his old love, hav-
ing taken over the management of both the
advertising and publicity departments.
* * *
Members of the A. M. P. A. received a
shock when it was whispered around at last
week's luncheon that Ben Grimm had
fallen so hard for the English since reach-
ing London a couple of weeks ago, that
there was danger of his joining Willy
Waldorf Astor and other expatriate pluto-
crats, or plutocratic expatriates, as you
please. Diligent search in running down
the rumor disclosed that it was based on
the fact that Ben since reaching London,
had changed his cognomen to "B. Harrison
Grimm." Paul Gulick declares that in spite
of "B. Harrison Grimm's" address being
No. 1 Pall Mall Alley, he is confident that
B. Harrison has not yet renounced his
American citizenship.
Herman Stark, violinist at the Criterion,
has deserted "The Loves of Pharaoh" for
a few days. It's a girl at the Stark dom-
icile. Papa Stark declares he has been in
a position to make a competent and com-
plete survey of the beauty of Dagny
Servaes, who plays the queen in the Lu-
bitsch production, and that the damsel who
won the love of the Egyptian monarch,
does not run one, two, three with the little
queen of the Stark clan.
And now Dore Davidson, who has made
a place for himself in film history as a
Yiddish papa, has acquired the personal ap-
pearance habit. He made his first appear-
ance at the Rialto recently in connection
with the picture "The Good Provider."
* * *
Monte W. Sohn, well known in film
circles, and recently editor of the Trade
Review, is now connected with the Com-
manday-Roth Company in the capacity of
advertising and printing service counsel.
* * *
Bill Yearsley, says P. A. Parsons, has
fallen from grace and he is thinking
seriously of scratching his name off the
Izaak Walton list. Yearsley is the man
who invented the fish-hook, Parsons con-
ceived the idea of the fish-line, leaving the
credit for devising the fishing-rod to \\ al-
ton. For lo, these many years Yearsley and
I'arsons have never failed each other on ;i
proposed trip to lure the finny monsters from
the unsalted H20. Yearsley went fishing
last Saturday. Parsons didn't. At the last
minute, so Yearsley says, P. A. called him
on the phone and said he couldn't go as
Lowell Dutton I'arsons objected to his be-
ing away from him so long.
P, S. — Lowell Dutton Parsons, age three
weeks, is the heir apparent to the Parsons
throne.
ELAINE HAMMERSTEIN and Niles
Welch at the parting of the ways in
"Reckless Youth," the latest Selznick-
Hammerstein production,
Rutgers Neilson, of "Topics" and
"Fables" was married April 17 to Miss
Mary Adele Howard at the Church of the
Holy Communion, in New York City.
John S. Spargo.
Magicians in Protest
_A gainst Films Which
Expose Their Methods
(Special to Exhibitors Herald)
NEW YORK, April 18.— In a lettei •
to managers of various Broadway the-
atres Harry Houdini, president of th(
Society of American Magicians, protest!
the presentation of films exposing th<
mysteries of the profession to the pub
lie".
He terms the practice "unethical," "un
professional" and points out that th>
result is injurious to the business of tlv
magicians. According to his letter, th
magicians have a hard enough time as i
is, inventing and creating new ideas.
Kansas City Arranges
"Go to Theatre Week}
(Special to Exhibitors Herald)
KANSAS CITY, MO., April 18. — Tb
office of First National here has arrange
a "Go to Theatre Week" in the Kans;
City territory for the week of May 1.
H. G. Gill will be in charge of the e:
ploitation phase of the campaign, whi
special one-sheet posters are to be fu
nished the exhibitors at cost, about fr>
cents a sheet.
Special exploitation campaigns are
be laid out on each separate pictu
booked from First National for a run du
ing the week.
[Will Star Carpentier
(Special to Exhibitors Herald)
NEW YORK, April 18.— Georges C;
pentier is to appear as a film star und
the direction of J. Stuart Blackton
England.
—
vpril 29, 1922
EXHIBITORS HERALD 45
Prevents Free-For-All at
Industrial Picture Confab
M. J. Cohen Scoffs at Circulation Offered to the
Manufacturers by Morton F. Leopold — Fox
and Rothacker Representatives Talk
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C, April 18. — The use of motion pictures as a me-
dium of advertising, both in this country and abroad, considered at a con-
ference called on April 11 by the National Association of Manufacturers,
attorded producers of commercial films and representatives of the bureau
of foreign and domestic commerce an opportunity to stage a fight over who
was best fitted to distribute the pictures with which American business men
hope to build up trade.
M. J. Cohen of Los Angeles, representing the Exhibitors' Fund, led
the attack against the work which is being' done with motion pictures by
the department of commerce, scoffing at the circulation which Morton F.
Leopold, head of the department's film section, offered manufacturers
among state and county fairs, chambers of commerce and other civic or-
ganizations, schools and colleges, etc.
States 2,500,000 Circulation Can Be Obtained
Mr. Cohen claimed that his organization already has tied up 1,358
theatres, and can give advertisers a circulation of 2,500.000, under the per-
centage plan by which the cost of the advertising is paid by the advertiser
and divided among the Exhibitor's Fund, the producer of the picture, the
exhibitor and the exchange.
lembusch Agrees Not
To Open Theatre at
Irvington on Sunday
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., April 18.—
itizens of Irvington. a suburb, opposed
Sunday motion pictures won a fight
cently when Earl McCoy, manager of
e Irving theatre, agreed not to open
;ain on Sunday. The affidavit filed by
hilip Zoercher against McCoy was dis-
issed on the understanding that the the-
re would remain closed on Sunday.
Earl Cox, attorney for McCoy, said
at it was not the intention of Frank
embusch of Shelbyville, owner of the
leatre. or of McCoy, as manager, to
>erate the show in opposition to its pa-
ons.
The affidavit against McCoy resulted
om an indignation meeting held at the
vington Presbyterian church, following
le announcement by Mr. Rembusch
tat he intended to operate the theatre
i Sundays.
telznick Enters Into
Ten Year Distribution
Contract With Select
( Special to Exhibitors Herald)
NEW YORK, April 18.— Selznick pic-
jres Corporation has signed a ten-year
ontract with Select Pictures Corporation
jr the distribution of their product
irough Select exchanges. President
lyron Selznick appeared for the produc-
lg company and Lewis J. Selznick, presi-
ent of Select, signed for the distributing
oncern.
Clinton Production Co.
Succeeds Capital Film
L (Special to Exhibitors Herald)
FRANKFORT, IND., April 18.— An-
ouncement has been made that the Gin-
on Production Company will succeed the
'apital Film Company, a Frankfort mo-
on picture organization.
The company is composed entirely of
le stockholders in the Capital Film Com-
any and practically all live in Clinton
ounty. Under the articles of agree-
lent the amount of stock can never ex-
eed $100,000, and no stock will be sold
d anyone who was not a former stock-
older.
Hue Law Advocate Is
Appointed Police Head
(Special to Exhibitors Herald)
DES MOINES, IA.. April 18.— Ap:
ointment of John Hammond as chief of
olice here has placed the theatres, so
ir as Sunday shows are concerned, on
-ie defensive. Hammond is a staunch
lue law advocate and it is declared that
is appointment will inaugurate a drive
or closing theatres and other amuse-
lents on the Sabbath.
Exhibitor Is Suicide
(Special to Exhibitors Herald)
KANSAS CITY, MO., April 18.—
jeorge Love, owner of Love's theatre,
•ne of the better class of negro motion
".cture theatres in Kansas City, com-
mitted suicide last week. No reason for
he act could be advanced by relatives of
•lr. Love. His financial condition is said
o have been good, and he enioved good
lealth.
The argument, at times, was more than
bitter, and once threatened to develop
into a free-for-all fight, which was
avoided onh- by the acticn of the chair-
man in calling a halt to the proceedings.
The questions discussed ranged all the
way from why the films made years ago
for advertising purposes were not suc-
cessful to whether or not the public goes
to the theatre to be entertained or to read
the advertisements of Heinz beans,
Baldwin locomotives and Barrett roofing.
Must Be Sugar Coated
It seems the idea of many of the com-
mercial film producers that, if properly
sugar coated, the public could be induced
to pay admission to see how beans were
manufactured and why Heinz are the
best — with nothing personal to Mr. Heinz
or his beans meant by these references.
Two-thirds of those present at the
meeting were motion picture men. The
other third were manufacturers. Motion
picture tans, from whom, possibly, some
idea of the popularity of the proposed film
advertisements might have been obtained,
were unrepresented and hardly considered
at any time. Nor were any exhibitors
present or heard from.
Many of the motion picture men who
spoke told tearfully of the great desire
of the public for education and how the
use of motion pictures as entertainment
was at its height and their educational use
just begun. The ideal performance, ac-
cording to views gleaned at the meeting,
would consist of a three-reel thriller on
"The Life and Adventures of the Blue-
berry." a scenic "Through Dr. Killem's
Patent Medicine Factory," intimate
glimpses of well known people, showing
them using advertised products, and
topics of the day, showing a complete list
of the theatre's newest advertisers' prod-
ucts.
Hancock and Rothacker Talk
Not all the motion picture men pushed
circulation. Some of them devoted them-
selves to the actual making of films and
listened while others told of the circula-
tion which should and could be obtained.
H. E. Hancock of Fox Film Corporation,
several of whose pictures have been ap-
proved and accepted by the department
of commerce for distribution, explained
what his company had to offer in the way
of facilities for producing commercial
films. Douglas D. Rothacker of Roth-
acker Film Manufacturing Company,
suggested the formation of a committee
to study the subject more extensively.
William A. Lochren of Lochren Film
& Slide Company, advised the manu-
facturers to pick out a good producer and
leave the work of producing the film to
him and pointed out some of the things
which should be considered in planning a
picture. These, and others, made no at-
tempt to sell circulation, but evinced an
earnest desire to help the manufacturers
produce films which would show their
processes and products in such a way as
to arouse interest and stimulate business.
Explains G. E. C. Films
Manufacturers who have successfully
produced pictures also told of their work
along this line. General Electric Com-
pany, said C. F. Batholts, who is in
charge of its film activities, has more de-
mands for its pictures than it can fill
and much of its circulation is theatrical.
But the General Electric films are highly
scientific; one for instance, was the story
of water, the pictures being taken under
a microscope and showing what water is
composed of. etc. No attempt is made
to advertise General Electric, whose name
appears on the film only in signing some
scientific statement which might later
become the subject of discussion among
savants who would want to know its
source. There is no doubt of the popu-
larity of such films, but a similar disser-
tation on paving brick, advertising Jones's
bricks, might not be so successful.
Censorship Never Can
Be a Success Declare
Indorsers of Indiana
(Special to Exhibitors Herald)
INDIANAPOLIS. IND., April 18.—
Censorship can never be a success in the
opinion of the Indiana Indorsers of Pho-
toplays, which held its annua! convention
here last week. More effective than cen-
sorship, according to discussions on the
floor of the convention, is a sympathetic
policy of endorsing the good.
46 EXHIBITORS HERALD April 29, 1922
Pick Greatest All-Star Cast
for "Hollywood Follies"
Screen Personages on Program of Entertainment to Be
Given by Writers Guild
(Special to Exhibitors Herald)
LOS ANGELES, April 18.— A truly all star cast, probably one of the
greatest ever assembled for a single performance, will take part in
the "Hollywood Follies" which is being presented at the Philharmonic
Auditorium on April 22 by the Writers under the auspices of the Screen
Writers Guild.
ARTISTS whose names and personal-
ities are known in cities and hamlets
throughout the world will take part in the
show.
The "Follies" is acted, directed, written
and the music composed entirely by screen
people.
Players who have refused large sums for
performances in New York, London and
Paris will take part in the show, which can
only be seen in Los Angeles for the one
and only performance.
* * *
Mary Pickford and Charlie Chaplin will
take part in the "Follies." Lois Wilson,
Shirley Mason, Lila Lee, Carmel Myers,
Agnes Ayres, Marion Aye, Patsy Ruth
Miller, Jack Mulhall, Mildred Davis, Clara
Horton, Pauline Starke, Helene Chadwick,
Claire Windsor, Jacqueline Logan, May Mc-
Avoy, Carl Gantvoort, Edith Roberts, Tully
Marshall, Edwin Stevens and Lupino Lane
are included in the partially completed list
of screen notables who have volunteered
their services to make the "Follies" an epic
performance.
Other screen celebrities who will add
lustre to this great all star aggregation of
players are : Sylvia Breamer, Gertrude
Astor, ' Virginia Adair, Beatrice Arnold,
Sophie Bernard, Ruth Boyd, Ruth Clifford,
Ora Carew, Evelyn Carew, Eleanor Clark,
Pauline Curley, Najel Coleman, Leanore
Casey, Kathleen Clifford, Shannon Day,
Stella Delanti, Virginia Faire, Helen Fer-
guson, Gladys Gelland, Dorothy Gordon,
Madelene Hurlock, Marcia Heath, Avis
Hughes, Menifel Johnstone, Kathleen Kirk-
ham, Lydia Kastner, Leonore Lynnard, Fay
Lampert, Milly Lou Mobley, Helen Mer-
man, New Newman, Sybel Nelson, Gertrude
Olmstead, Cynthia Penn, May Pelletti,
Fritzie Ridgeway, Ruth Renick, Jean Spen-
cer, Marion Spencer, Virginia Valli, Betty
Reinhold, Vivienne Thew, Leigh Wyant,
Maude Wayne, Gladys Whitefield, Robert
Agnew, Ray Atwell, Ewart Adamson, Lionel
Belmore, Monte Collins, Jr., Gordon Clif-
ford, William Carelton, Art Fried, Caward
Garrett, Gaston Glass, Allan Hale, Otis
Harlan, Mitchell Lewis, Ernie Miller, Wil-
liam Mong, Bernard McConville, Bert Lin-
ley, Wallace McDonald, Adolph Menjoy,
James Olds, Richard Tucker, King Zanev'
Lou Anger, Carrie Clark Ward, May Al-
den, Eddie Sutherland, Milton Schwartz,
Dale Fuller and Leo White.
* * *
Marion Fairfax, author, producer and
playwright, is general chairman of the
"Follies" organization, with Frank Beres-
ford, who has staged more than 100 suc-
cessful musical shows, including the Fritzi
Scheff productions, general stage director.
The book for the "Follies" was written bv
Waldemar Young and Al Cohn. Harvey
Thew wrote the lyrics.
The music was arranged by Aubrey Staut-
fer. Louis Gottschalk is musical director.
Martin Justis, artist and illustrator, now a
director, sketched the design for the "Fol-
lies," and is also acting as general art
director for the organization.
Assistant Directors
Association Proposed
At Meeting in N. Y.
(Special to Exhibitors Herald)
NEW YORK, April 18. — A meeting
for the purpose of forming an associa-
tion of assistant directors in the East,
similar to the organization now existing
in Los Angeles, was held here recently.
Among those in attendance were Bert
Sutch, assistant to D. W. Griffith, who
acted as chairman of the meeting;
Ben Behrens, George Kleine, Warren
Fromme, Joseph Boyle, Charles Berner,
Frank Bates, Eddie James, Al Reibach,
Charles Van Arsdale, Billy Hamilton,
Eddie Lawrence, Chaddy Graham, Wil-
liam Harvey and Cullen Tate.
Another meeting will be held in the
near future when the forming of an asso-
ciation will be discussed further.
Paramount Australian
Chief to Visit America
(Special to Exhibitors Herald)
NEW YORK, April 18.— John W.
Hicks, Jr., managing director of Famous-
Lasky Film Service, Ltd., of Sydney
Australia, will sail for America on Ma\
10 to visit the home office after a year'?
absence.
Arrangements for the extension o-
Paramount distribution to Java and tin
Straits Settlements will be one of th<
matters that home officials will take U]
with Mr. Hicks on his arrival here. Ac
companying him will be Mrs. Hicks an<
a new member of the family who arrive<
recently.
Agricultural Industry
To Be Shown in Filmi
(Special to Exhibitors Herald)
PEORIA, ILL., April 18. — D. C
Thompson, former secretary of the Illi
nois Agricultural Association, and E. I
Bill, former director of publicity for th
state farmers organization, have organ
ized a company to be known as "Home
stead Films, Inc.," with offices in Peori;
111., to produce films of the agricultur.
industry.
C. L. Venard is the third incorporate
Production Started on
New Mae Murray Filn
(Special to Exhibitors Herald)
NEW YORK, April 18— Robert
Leonard has begun studio work <
"I5roadway Rose," the forthcoming Ti
fany Production in which he will presc
Mac Murray.
MONEY MAKING IDEAS
Successfully by
Their Patronage
W hie h Have
Exhibitors to
Been Used
Build Up
By W. RAY ERNE
(Rialto theatre, Charlotte, Mich.)
Here is an idea which can be
used by any exhibitor with
success. It is an appeal to
"community pride" and every
community will respond if it
is properly handled.
Instead of explaining in de-
tail, I will present a copy of a
printed slip I sent to every one
in Charlotte, which is self-ex-
planatory :
Thru new booking arrangements just
completed, I have been offered the op-
portunity of giving to the theatregoers
of Charlotte and Eaton County a series
of pictures comprising the very best ob-
tainable on the present market, but at
a rental price far above that usually paid
for pictures in a town of this size. This
arrangement also enables me to play them
in most cases either before or immedi-
ately after their runs in Lansing, Battle
Creek, Grand Rapids and Jackson, where-
as the usual method is to allow them to
become six months or a year old before
playing in a small town, due to the high
rental cost when they are new. Allow
me to list for you a few of the best that
I have in mind:
Cecil DeMilles "Saturday Night."
Thos. Ince's "Mother of Mine."
Anita Stewart in "Sowing the Wind."
"A Man's Home," with Harry T. Morey,
Charlotte's own star.
"The Four Horsemen" at popular
prices, not two and three dollars a seat.
Mabel Normand in Mack Sennett's
"Molly O" said to be even better than
"Mickey."
H. O. Davis' "The Silent Call," with
Strongheart, the "dog that is all but
human."
Chas. (Chic) Sale in "His Nibs" in
which this versatile actor plays seven
different characters.
Doug Fairbanks in "The Three Mus-
keteers" at prices within your reach.
It's Up to You
April shall be "better pictures month"
if you say so. I contend that the people
of Eaton County have just as much right
to see motion pictures when they arc
brand new as have the people of any of
the larger cities, and they shall, providing
they want to. Here's my proposition:
On March 30-31 and April 1st, I have
booked Cecil B. DeMille's "Fools Para-
dise," his very latest, biggest and best
picture, a picture that was not run in
any tbeatre outside of New York and
Philadelphia before March 11th, and then
only in the very largest. This picture is
brand new, it's bigger than a circus, and
was shown to the people of New York
at $1.50 and $2.00 a seat, packing the the-
atre at every show thru an extended run.
If you assure me, thru your patronage
on these three days, that you want the
very best, I will book every one of the
above named along with some other good
ones that I have in mind, for the month
of April, and will continue to do so as
long as your interest and patronage war-
rants it, and I'm going to present them,
not at ten and twenty cents, as that
would be financial suicide; but at prices
where any one can afford to attend.
Again I say "It's Up to You."
Yours for Entertainment,
W. RAY ERNE,
Manager The Rialto Theatre.
You can tell the world it works
THE THEATRE
i§F PRACTICAL
Employs "Box Office Record
In R eview service
Showmen who have inquired of this department as to the procedure by which Fred S. Meyer,
Palace theatre, Hamilton, 0., qualifies himself to write a month in advance exhibitor-to-public reviews
of pictures scheduled, as described on this page in the issue of April 1, are answered by Mr. Meyer in
the foreword which introduces his second published installment of reviews.
He quotes "The Box Office Record," the first issue of which was published by the "Herald" under
date of March 1.
The second list of Palace reviews, including comment as to the success of the innovation in its
first month, is reproduced herewith.
Mr. Meyer has made it clear that
anv Herald subscriber can offer to
his public a personal review service
at no cost and with little effort. He
has demonstrated in his usual bril-
liant manner a simple and effective
method of extending Herald serv-
ice directly to the public.
To showmen who publish a house
organ no expense whatever is at-
tendant upon introduction of the re-
view system. Others undoubtedly
will find it profitable to use news-
paper space or direct mailing for
this purpose.
In his second installment Mr.
Meyer maintains the high standard
of frankness that characterized his
first reviews. It is apparent that
the service has worked out as antic-
ipated. Mr. Meyer, first of all a
business showman, would not have
continued it otherwise.
We believe that by following his
example and making it possible for
theatre patrons everywhere to share
in the benefits of Herald service
American showmen can bring box
office receipts up to a point very
closely approaching, if not equal-
ling, the best mark recorded. We
recommend that readers refer to the
April 1 issue and use it in conjunc-
tion with the present as a basis for
the duplication of Mr. Meyer's serv-
ice to the public.
FOREWORD. On several occasions in the past, we quoted in this Magazine,
certain commendations, etc.. of Exhibitors Herald, the Motion Picture Trade paper
that finds its way into every theatre in America. Exhibitors Herald reproduced
verbatim our monthly Amusement calendar, and editorially commends us upon
this innovation. This prompts us to make this department a permanent fixture.
Below you will find listed, according to schedule play date, attractions for the
.current month. The opinion given, is our personal one. and represents an unbiased
expression, which we believe you will find trustworthy and reliable. In cases
where we did not personally review a forthcoming attraction, we offer the opinion
of other theatre managers as voiced in "The Box Office Record." And in some
instances, we intend to give you both — our opinion and that of the other fellow.
It is our sincere belief, that you will find this guide accurate — -and the advance
"dope" brutally frank, in every case. — The Editor.
April 1— Mr. and Mrs. Carter De Haven in "MARRY THE POOR GIRL"
A theatre man in Georgia "boosted this sky-high" and lost money; one in Montana
reports: "Above the ordinary, my audience finds relief in this kind." Here's our
personal opinion: If you want to kill time, this will answer the purpose; a farce
comedy of familiar type. Light amusement, which, judging from past experiences,
should please. Harmless — tho risque. Entertainment value 85.
April 1— Harold Lloyd in "SEVER WEAKEN"
Brought back for a return showing. In our last month's guide we put this among
Lloyd's 5 best. We were wrong. "Never Weaken" created more laughter than any
comedy we ever showed, Lloyd's or any other. And it's a safe bet, many will come
to see it again. CORRECTED REPORT: As laugh producer absolutely 100.
April 2. 3, 4 and 5— Talentino and Dalton in "MORAS OF LADY LETTY"
Ever see a picture where the villain was the real star? Tou will, in this one.
Walter Long does some wonderful work. Valentino gets into a fight and his shiny
hair all mussed up; Dalton wears — waddyecall'em all thru the picture. A regular
melodrama: nothing new as to plot, but plenty of action. Nearly all out-door"
scenes. You'll like this one. despite its obviousness. Very nicely handled by
George Melford, the man who made "The Shiek." Valentino's stock will go up
considerably with the men, after they see this one. Entertainment value — as to
action — 95. _
\pril 6, 7 and 8— Jack Holt in "THE GRIM COMEDIAS"
Here's a beautiful offering for you; the story is good, the direction excellent, the
cast can't be beat, and the suspense held throughout. The nearest thing we've
seen to Frederick's MADAME X. Not a "movie ending" but life as it is. makes
this a 95 per cent entertainment.
April 6, 7 and 8— "MITTS." A Century Comedy
A very clever entertainment, enacted entirely by animals. We urge you to see
this splendid recreational fun-film. It's decidedly different.
April 9, 10, 11 and 12— "COME OS OVER"
Lo! and behold, we accord this 98. the highest possible rating. A story by Rupert
Hughes as he and he alone can portray it. The Irish will see it time and again,
and TOU will agree that it is one wonderful picture. Boy. if they could make 'em
all like this. Mrs. Snow would have to look for new things to censor and reform.
L.AST MONTH'S DOPE. — Everybody agreed with us on "At the Stage Door."
The biggest disappointment, financially and otherwise was "Dream Street," which
went "way over the head" of the majority. "Ladies Must Live" lived up to its
advance review.
April 13, U and 15 — "THEODORA"
Never before has this attraction been shown at admission prices as low as ours.
It is a massive spectacle that dwarfs all other achievements of its kind. Excepting
for what we consider, terrible continuity, and too draggy an action in the first few
reels, it is much too BIG a production to be described in just a few lines. DON'T
FAIL TO SEE IT. The biggest of its kind ever shown.
April 16, 17, 18, 19 and 20— "FOOL'S PARADISE"
Six or more Paramount stars; a De Mille production, typically De Mille'an. We're
compelled to RAISE admission prices, and honestly believe the picture is worth it.
Should be the biggest drawing card of the month. — 90.
April 21 and 22— Will Rogers in "DOUBLING FOR ROMEO"
Did not see it. Unanimous opinion of 4 trade paper reviews "great stuff." In
Illinois, The Record says "couldn't be better." In Kentland, Ind., it "went way
(Concluded on page 54)
48
EXHIBITORS HERALD
April 29, 1922
1
n
A
A
P
T
1
11
R
I
E
c
PORTLAND, ORE. — Circle theatre "says it
with flowers" announcing Vitagraph's "Flower
of the North."
STEUBEN VILLE, O.— Strand "Motor Yanks"
herald Fox feature over 15-mile radius.
NEWARK, N. J. — Branford management pro-
logues First National's "The Barnstormer" and
"My Boy" with brilliant settings and small
casts.
MILWAUKEE, WIS. — Ascher*s Merrill bills
"The Rosary" in striking lobby piece.
CALGARY, ALBERTA, CAN.— Allen's Palace
awards best students special "Penrod" diplomas
and complimentary tickets.
Mawhall Neiion
Penrod
FreckleW» - $
Harry W»r
pril 29, 1922
EXHIBITORS HERALD
49
DECATUR. ILL. — "Foolish Wives" bus line
and electrically lighted cutout inflate Empress
run of Universal film.
KANSAS CITY, MO.— "Follies Girls" arrive
at Newman's theatre on "Connie Special" for
elaborate prologue to "Polly of the Follies,"
First National feature.
BROOKLYN, N. Y.— Marc Lachmann, Uni-
versal representative, takes Miss du Pont oyer
stunt hurdles, drawing crowd to Strand opening
of "Foolish Wives."
CONNERSVILLE. IND. — C. F. Lewis, Lyric
theatre, lobbies Paramount's "Get-Rich-Quick
Wallingford." (See "Theatre Letters.")
CHICAGO, ILL. — "Where Is My Wandering
Boy Tonight?" Equity film, goes into second
week at Randolph, downtown house booked by
Celebrated Players.
50
EXHIBITORS HERALD
April 29, 1922
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
I am enclosing an ad on "Man-Woman-
Marriage" that proved very successful in
our recent advertising campaign on this pic-
ture. I made friends with the printer that
sets our ads and find that it pays. As a
rule, he gives us more time and attention
than some of his other work.
I am also sending you a clipping that the
editor of The News published of his own
free will without any solicitation on our
part. I think he gives the people who knock
the picture industry in this town "Some-
thing to Think About," and I consider him
something of a "Miracle Man," although he
ran all the Taylor and Arbuckle news stor-
ies (that was news) but did not play them
up in a sensational manner that was so
prevalent at the time.
I almost forgot about this. I promoted a
"Style Pageant" with very small effort on
my part recently. Spoke kind words into
one merchant's ear about putting on a show
for the spring fashions, put the proposition
before the local Retailers' Association, all
the dry goods merchants "formed a com-
bine" and we sold the house to them for a
good figure that flay and had a real fashion
show. The seating capacity of this theatre
One Look Will Con-
vince You of the
Difference.
For the benefit of our patrons
and the betterment of our pro-
jection department we have in-
stalled a new $500.00 WAGNER
ROTARY CONVERTER. The
purpose of this is to continue
with the policy of giving our
patrons the very best. The
converter maintains a steady
brilliant light that projects a
picture upon our aeneen that is
a dehght to the eye— and we
are safe that- it will meet v.-'th
your approval.
Showing 'TJoalrtr Pictur
with "Perfect Projection"
ERIE merits and apprecm
your patronage.
Wednesday and Thursday
BETTY COMPSON
"THE END OF THE WORLD"
ERIE THEATRE
"Hub" V.' Southeastern Oklaho
The Greatest Attraction In Hugo
Since Vice-President Marshall Came To Town!!
AUen Holubar Presents DOROTHY PHILLIPS
Tomorrow and Tuesday
In the Drama Eternal
"Man - Woman - Marriage"
WHAT YOU'LL SEE
The screen's newest marvel— a wonderful romance of mother-right — The love of a
woman endure through the ages., while the love of a man is reckoned only in hours.
You'll see thousands of w.imen riding ■rareback into battle, clad as only the Amalon,
of old. You'll see the barbani beauties of pagan courts, and the life of the men and
women who rule today. You'll see thousands of players in riots of splendor and beauty,
love, life. hate, trampling but never crushing the love-power cf Mother-right
SOMETHING TOO GREAT FOR COMPARISON WITH ANYTHING THATS GONE BEFORE
Lower Floor 30c Balcony 20c Children 10c
ORIGINALITY of copy and business-like construction distinguish the newspaper advertisements
used by R. A. Gill, Erie theatre, Hugo, Okla., whose letter is reproduced herewith.
is 700 and in two shows I estimate that
there were about 1,600 people present. The
result was that everyone was well pleased
and they are already talking of putting on
another this fall.
I personally prefer your department and
the editorial department above the others.
For my part, I would like to see you give
more space to newspaper advertising, as I
believe that is the greatest factor in draw-
ing the people to the theatre.
Sincerely yours,
R. A. GILL,
Erie theatre, Hugo, Okla.
*
DEAR MR. GILL:
The ad shows clearly that your printer is
taking pains with your copy. Very glad the
plan icorked out so well. And the ad shoivs,
also, a keen appreciation of the value of
good equipment. Queerly enough, that box
pulled us away from the excellent original
picture copy. Altogether good is our
summed up estimate of the layout.
As to the style show, we take it that you
rented the theatre at a figure large enough
to make considerable money out of the
transaction. In viezv of the great promise
of goodly returns in a profit-sharing ar-
rangement of the sort commonly used, we
are certain that you took the best course.
It occurs to us that a showman who ad-
vertises his equipment certainly must appre-
ciate the value of the Newspictures adver-
tisements appearing in series upon another
page of this paper, slmong the things we
hope our mail will bring us in the near
future are clippings showing that you have
used some of this copy. We'd appreciate
your opinion of it, anyway, and suggest that
you include same in your next letter.—
W. R. W.
* * *
THEATRE EDITOR,
ExHiniTORS Herald.
Dear Sir:
I am sending under separate cover three
photographs of different lobby displays
which I have used at the Lyric.
I have been in this said "theatre game"
for the last six years and must say that it
is the best "game" of all. This is my first
try at the small town theatre, and although
lots of the boys are howling about hard
times I find that the business is here but
you must "go after it," and after you get it,
keep it coming.
I find that lobby displays are one of the
best business-getters and with certain types
of pictures, such as "Love's Boomerang"
and "Back Pay" and productions where you
have no certain star or famous director to
advertise, that they are the "best" business
getters.
These are my first photographs sent t<
your magazine and I hope they are worth;,
of being inserted in your publication
Thanking you in advance and hoping to set
these photographs soon, I beg to remain,
Very truly yours,
C. F. LEWIS,
Lyric theatre, Connersville, Ind.
*
DEAR MR. LEWIS:
We're glad to hear you align yourscl)
{Concluded on page 66]
CF. LEWIS, Lyric theatre, Conner.ville. Ind.. produced the two frontal displays shown above for "Forever" and "Love's Boomerang." P"r*!"°u'
• pictures. Another Lewis display is reproduced in the "Theatre Graphic" and his letter, carrying a vital message of box office imporran
nppesnrs herewith.
Lpdl 29. 1922
EXHIBITORS HERALD
51
The following exploitation and pres-
tation suggestions to exhibitors who
ill use the forthcoming (Catherine Mac-
onald feature, "The Infidel," are con-
ibuted by Walter E. Eberhardt, now of
ssociated First National Pictures, Inc.,
hose past writings for this page have
aterially influenced the theatre his-
ry of numerous photoplays.
"The Infidel" is a picture for unbeliev-
|s.
It is a seductive persuader of the power
exploitation, prologues and stage set-
lgs for motion picture houses that will
ake .exhibitors, who have never con-
iered such things worth the money, be-
■vers in their efficacy and drawing
>wer.
In fact, it would be hard for any one
oking at the beauteous visage of
atherine MacDonald, not to be con-
nced that she deserved the best kind of
esentation.
As far as the stills are concerned, the
eas they present are better adapted to
e stage itself and to prologues than to
tual outdoor exploitation; but there is
least one scene that presents a new
parture for exploitation experts at the
me time that it endorses a new fad
at has come into vogue.
It is the still showing the wireless
ierator at his instrument sending out
i emergency call as the danger of the
issionary band on the native island be-
•mes imminent.
There are countless ways by which
is can be worked into practical form,
ith hundreds of amateur receiving sta-
STILL 1.
tions in every big city why not have a
message sent out from a sending station
that "The Infidel" is ready to receive all
believers in this message at the
Theatre on such a night. Or sell His
Honor the Mayor on the idea of spread-
ing this gospel of "The Infidel" him-
self?
If His Honor is adamant, deliver a
radio message to his office extolling the
picture and have the message run as part
of the newspaper advertisement on the
picture.
The gorgeous Oriental costume of the
Prince and the stunning gowns worn by
Katherine MacDonald in the picture are
a certain guaranty of a window tie up
with any department store that prides
itself on originality and chicness of femi-
nine apparel. The still of the star and
the prince can be used as convincing
argument of their attractiveness.
The scene on the gangplank is an ap-
propriate idea for summertime and
should furnish a source of tie ups with
steamship companies, railroad agencies
and travel agencies.
The two stills of Katherine MacDon-
ald, one at the window and the other at
the guitar, are suggestions appropriate,
either for outdoor exploitation or stage
prologues. The former especially can
be counted on to draw if one visualizes
the attractiveness of a sweet faced
woman standing beside a tinted window
so that the rays of light streaming
through it lighten up her face with a
soft colored hue. Either for a night
time display in a department store win-
dow, with a sumptuous surrounding of
gowns or for setting on the stage itself
this should prove a sure-fire idea.
The still with a guitar is adaptable for
music store exploitation; but it offers, in
conjunction with the story around it, an
even more unique suggestion for the
stage. The idea of a woman of the world.
{Continued on page 66)
STILL 2.
STILL 3.
^ \ ' T j £
f.' 1 i p
1* • v ' '5
1 1 1
b A 1 v
\
R
P
STILL 4.
STILL 7.
STILL 6.
STILL S.
52
EXHIBITORS HERALD
April 29, 1922
j
1
nn
nine <
■ 9bh
- if . i ■
Ma
CAPACITY business marked the opening of
D. W. Griffith's "Orphans of the Storm" at
Moore's Rialto theatre, Washington, D. C.
Papers Praise
Griffith Film
"With personal appearances by
D. W. Griffith and the Misses Lil-
lian and Dorothy Gish as added
attractions, 'Orphans of the Storm,'
Mr. Griffith's adaptation of 'The
Two Orphans' opened to capacity
business at Moore's Rialto theatre,
Washington, D. C., won the unani-
mous approval of the newspaper
reviewers and kept right on draw-
ing capacity crowds during its first
two weeks' run."
The above is an exact transcription of
a report to which is appended portions of
three enthusiastic reviews which appeared
in Washington newspapers. Both the re-
port and the reviews are typical of those
that have been received following the
opening of the picture in large cities
throughout the country.
Showmen concerned with what some
have been pleased to term the "personal
appearance problem" undoubtedly will
attach significance to the theatre record
of this production and the reception ac-
corded its chief figures where they have
appeared.
NEWSPICTURES
PERFECT THE
SERVICE OF
THE PRESS
WHAT you read in newspapers
makes up the bulk of your general
knowledge.
WHERE the newspaper leaves
off, with word description and still
camera illustration, the screen be-
gins.
NEWSPICTURES perfect the vi-
tal service of the printing press
to civilization by "showing you"
what the newspaper "tells you
about."
SEE the news at —
THE PALACE
pDUCATIONAL'S excellent exploitation sug-
gestion for "How to Grow Thin" as adopted
by the Strand theatre, Milwaukee, Wis.
Short Subject
Exploits Self
CJOMETHING to exploit, a vital
^ box office factor not contained
in all otherwise excellent feature-length
productions, is available to showmen in
Educational's special short subject, "How
to Grow Thin." The extraordinarily ef-
fective and essentially simple stunt sug-
gested by Educational was used by the
Strand theatre, Milwaukee, as shown
above.
Copy on the face of the scales reads:
"Do you weigh more than 225 pounds,
without your top coat? If you do, you
will be admitted free to learn how to
grow thin. Actually shows how to re-
duce eight pounds a month."
NEWSPICTURES
PERFORM THE
SERVICE OF
TRAVEL
ALWAYS wise men have consid-
ered travel the greatest broaden-
ing influence, completing book
knowledge by adding perspective
to detail.
YESTERDAY only the favored of
Fortune could avail themselves of
its treasures.
TODAY the whole of the worth-
while world lies at the feet of
every individual, brought intact to
every neighborhood by the magic
of the newsnlm.
SEE the world at —
THE PALACE
A 100 per cent Fox billing in day-and-night
letters installed for "Thunderclap** by the
Lyric theatre at Cincinnati, Ohio.
Read Fox Copy
Day and Night
Fox pictures, a special produc-
tion, a comedy and a newspicture,
were represented by copy dis-
played in a blanket broadside in
the day-and-night signs on the
front of the Lyric theatre, Cinci-
natti, Ohio, during the run of
"Thunderclap," racing drama fea-
turing Mary Carr, star of "Over
the Hill." The photograph shows
the appearance of the Lyric front
during the engagement.
The above photograph is reproduced
m this space and the above facts are
listed because of the sheer thoroughness
with which the Lyric management pro-
ceeded in the billing of the program in
its excellent sign equipment. No phase
of the program was neglected. Even the
exhibition hours were indicated clearly.
Perhaps this should be an equipment
story. Yet since equipment is, in a sense,
advertising, it is not out of place to call
attention in this department to the splen-
did results that can be accomplished with
the comprehensive system of lettering
possessed by the Lyric.
NEWSPICTURES
PUT PEP AND
ROMANCE IN
DULL FACT
HISTORY, frowsy with dates and
data, vital facts you always intend
to learn but "never get around
SCIENCE, invention, discovery,
things you intend to read about
but "can't get time to study "
CIVILIZATION'S matchless epic,
mankind's story, is unfolded to
you in the swift, wordless elo-
quence of the action camera by the
newspicture —
DAILY at-
THE PALACE
The first three units in the educational advertising campaign offered "Herald" subscribers by the "Newspicturcs" department arc reproduced abov«
for the convenience of showmen who did not Launch their campaigns coincidentally with publication of the first advertisement.
■ mm
^pril 29. 1922
EXHIBITORS HERALD
53
Brooklyn Strand Programs
"Longer Exhibition Life"
Features for Easter Week
seven
s$7 T>VT=^ Trad rcrr-r-?
tV°jr/ Ki/^ <j5Ke lender Picture of All Tmw
«s*f "The Inside of the Gup
^ji*7 Vintton Churchill? Noted Novel _
^ "HUMOEESOUE
4^ Vera Gordon and Alma Ruben?
moM:mm buksoht
ith Lillian Gish and Bichard Barthelm?s5..
By EDWARD L. HYMAN
Mark-Strand Theatre, Brooklyn, N. Y.
Are you willing to contemplate the proposition of achieving
eeks' work in one week?
If you are, then you have properly visualized the prospect that faces
manager who is eager to put on in one week an all-star revival of Ameri-
a's foremost motion picture successes, with a complete change of bill
aily — from overture to organ solo.
Forty-seven distinct program numbers or incidents had to be planned
nd rehearsed for the Brooklyn Mark Strand's "first annual revival week,"
week dedicated to presenting seven of the acknowledged super pictures
f the past few years, with a totally different feature offering each day
nd an absolutely different supplementary program as well.
'. It is really not a difficult task, and is
erely a matter of a great expenditure of
me, hard work and imagination, unless
:>u do not want to increase your over-
aad. Any manager will be able to prop-
ly present such a revival — but to do it
ithout running up an abnormal expense
>tally out of proportion to the average
eekly expenditure — well, that is a coat
another hue.
My experience in this relation is made
ailable to others of the craft in recipro-
ition for the many helpful hints they
ive given me in the pages of the trade
■urnals.
* * *■
Revivals do not constitute a new idea
the business of exhibiting. It is a cus-
>m that is old in the history of enter-
inment, but one which has been used
ten enough in the film industry. In
ct, revivals of great motion picture
ays need reviving. Why? Because
tere are a greater number of great
lotoproductions produced annually than
tere are great stage plays. This condi-
on thus opens the possibility of a wider
:ld of selection — of amusement merchan-
se which has been tested in the crucible
public opinion.
Of course, I do not advocate an epi-
;mic of revivals. Once a year should be
ifficient.
You will ask — what possibilities does
ich a plan hold out? Is there any
oney in it? Is it worth the time and
ouble and extra worry? Is it good
isiness to play pictures which may have
;hausted the house's patronage in the
ist? Do film fans want to see old stuff?
I will answer these questions quickly,
'eaking from my experience in the spe-
fic case, and then will go quickly into
e process of planning and preparing
ich a revival.
* • *
There is money in such a revival — if
>u study and fight to keep your over-
;ad down to normal, or a little above.
is worth the extra time and energy if
)u select ihe right subjects, your fea-
red pictures, and exploit the idea ex-
nsively and sanely. There is no danger
playing a super film that has been a
tional hit, especially if the picture, when
the height of its popularity, com-
anded high prices, such a high exhib-
ng charge being involved that an ex-
DOUCLA/ FAIRBANKS -
THE THREE MU/KETEERJ
CNT10E PSOG&AMMt OF MUfflC
AND SCENIC INNOVATIONS
CHANCED DAILY
R£
•EPRODUCTION of two-column block adver-
tisement used by tbe Brooklyn Strand for
its Easter Week program of "Longer Exhibition
Life" films.
hibitor could barely afford playing it
more than a day or two at the utmost.
And people like old stuff, especially if it
is the best that talent and money can
contrive. Do people like Mark Twain
and Hawthorne and Poe and Robert
Louis Stevenson? Do people like Lin-
coln and Washington? Do people like
Whistler, Corot and Millet and othfcr
famous painters of yesterday?
How to go about it? First — take about
three weeks' leeway, begin three weeks
ahead of play date to plan and prepare.
Second — select your feature pictures ju-
diciously. Third — figure to keep the
cost down.
» * *
This is the selection of pictures made
for the Brooklyn Mark Strand's revival
week, which was planned for Easter
Week. Such an effort always goes bet-
ter in a holiday week, for the public mind
is more receptive to innovations at such
a time, especially the better kind.
SUNDAY— John Barrymore
JekyU and Mr. Hyde."
"Dr.
MONDAY— "Over the Hill."
TUESDAY— "The Inside of the Cup."
WEDNESDAY— "The Sheik."
THURSDAY — "Humoresque."
FRIDAY— D. W. Griffith's "Broken
Blossoms."
SATURDAY— Douglas Fairbanks in
"The Three Musketeers."
I selected these pictures because of
their phenomenal success; because of the
well-known stars and expert casts they
featured; because they were written or
produced by a leading figure in the in-
dustry whose name had box office value;
because they were stories taken from
books or plays which had attained a broad
gauge of popularity; because they were
about the best I could get from the at-
tendance-getting viewpoint. I do not
mean to say that there are others not
as good, but I only had seven days. Re-
member that.
* * *
It would not have been hard, after the
selection had been made, to present them
if I had not changed my surrounding bill,
including music, every day. Why was
this done? Just a matter of psychology,
and even the old hard eggs of the in-
dustry use psychology, even if they aren't
aware that they do. I changed the en-
tire bill from top to bottom, because I
knew that I would get the same person
to come more than one night if he or
she knew that they wouldn't have to sit
through the same overture, comedy, and
musical novelties that they did the night
before. I advertised this phase quite
persistently.
Now for the daily programs, in detail.
Opening day, Sunday, was Easter Day.
The music was in keeping with the day
and the picture. The opening was a spe-
cial Easter . incident. A fanfare of
trumpets was heard with house dark.
Curtains of production stage parted and
a soloist in a church interior set sang
"Ave Maria." As a finish an illuminated
cross glowed into being. Then the or-
chestra played "Raymond," which re-
lieved the solemnity. Then a vocal duet,
"II Trovatore," was rendered. Then the
news review and a solo, "Valse," from
"Romeo and Juliet." The piano trio
played "Marche Militaire," which intro-
duced the feature, "Dr. Jekyll and Mr.
Hyde." A Mermaid Comedy, "For
Land's Sake," followed. Then the finale,
an organ solo.
The other programs are typical, and are
given below:
MONDAY
1. "Cradle Song" Kreisler
Estelle Carey, soprano.
2. "Salut d' Amour" El gar
The Original Piano Trio
3. Feature Picture— "Over the Hill."
4. Organ Solo — "Mother o' Mine"
Kipling -Tours
TUESDAY
1. Overture — "Poet and Peasant" .. Suppe
Mark Strand Symphony Orchestra
2. "Rigoletto" Verdi
3. "Celeste Aida" Verdi
Frederick Jagel, tenor
4. "Chanson Dans ante" Friml
5. Prologue— "Ave Maria" Gounod
The Original Piano Trio
Mary Fabian, soprano.
(Concluded on next page)
54
I- XHIBITORS HERALD
April 29, 1922
PRACTICAL method of 24-sheeting a double feature bill, .demonstrated by J. P. Harris, Grand
theatre, Pittsburgh, Pa. (Photo contributed by Associated Exhibitors.)
Billboards Show
Marked Increase
In Use of Paper
TN the widely observed increase of mo-
tion picture paper on the billboards of
the nation may be seen a healthy sign of
exhibitorial determination to recruit the
theatregoing body to its former strength.
At no time in the past have 24-sheets
been more generally used in Chicago.
Reports and photographs from other
parts of the country indicate that the con-
dition is general.
From Associated Exhibitors this de-
partment received this week the photo-
graph reproduced above showing the
method by which J. P. Harris, Grand
theatre, Pittsburgh, Pa., billed a double
feature program. Many showmen would
be able to use that idea as it stands.
From Vitagraph was received the
photograph of one of the 3-sheets pre-
pared for showmen exhibiting "Queen of
the Turf," forthcoming feature, which is
also reproduced herewith. Experience
with other racing pictures has taught
showmen everywhere the importance of
widely billing this class of feature.
Famous Players-Lasky's drive for in-
tensified use of accessories is also im-
portant in this connection.
6. Feature Picture — "The Sheik."
7. Snub Pollard Comedy— "Full of Pep."
8. Organ Solo — "Cortage Orientale"
Dunn
THURSDAY
1. Overture — "Humoresque" Dvorak
Mark Strand Symphony Orchestra.
2. "From the Land of the Sky Blue
Water" Cad man
The Original Piano Trio.
3. Mark Strand Topical Review.
4. Prologue to Feature — "Eli, Eli."
Ruth Watson, mezzo soprano.
5. Feature Picture — "Humoresque."
6. Mermaid Comedy — "Free and Easy."
7. Organ Solo— "Adagio Plaintive."
Yob
FRIDAY
1. Overture— "Madame Butterfly"
Puccini
Mark Strand Symphony Orchestra.
2. "Tambourine Chinoise" Kreisler
The Original Piano Trio.
The blast of the bugle
The clang of the gong
The screams of the mob
The snap of the barrier
RC picture
AND
THE GUN FIGHT IN THE
GAMBLING PALACE ! "
THE JOCKEY WHO SEIXS
OUT HIS BOSS |
THE STABIl ROYS 10Y41TY'
T ! i F Y'lilHISTHf CuirCMtS
Of AN .MlVENTUBE'-s !
THE GREAT RACE SCENE ! TMt 01Blv;
THE PACKED BETTING RING ! A OPE AT T
THE DESPERATE AEPOPIANE And 4f»fj
FLIGHT !
THE BREAK NECK AUTO DASH
hat l
THE GPf ATEST HOUSE
PACE EVER STAGED !
/~|NE of the action 3-sheets made up by Vita-
^ graph for "Queen of the Turf," a race drama.
3. "The Swan" Saint-Saens
Mile. Talma, danseuse.
4. Mark Strand Symphony Orchestra.
5. Prologue — "One Fine Day" from
"Madame Butterfly" Puccini
Estelle Carey, soprano.
6. Feature Picture— D. W. Griffith's
"Broken Blossoms."
7. Comedy — "Torchy's Frame-Up."
8. Organ Sole: — "Broken Melody"
Van Biene
SATURDAY
1. "Marche Militaire" Schubert
The Original Piano Trio.
2. Prologue to Feature — Introduction
written by Edward Knoblock,
Jackson Kinsey, raconteur.
3. Feature Picture — "The Three Musket-
eers."
4. Organ Solo— "An Elizabethan Idyll"
Noble
Quotes "Box Office Record"
(Concluded from page 47)
Hyman's Program
(Concluded from page 53)
6. Feature Picture — "The Inside of the
Cup."
7. Christie Comedy— "A Barnyard Cava-
lier."
8. Organ Solo— "The Bells of St. Anne
de Beaupre" Russell
WEDNESDAY
1. Overture — "Bacchanalc" from "Samson
and Delilah." . St. Saens
2. "Rigolctto" (Caro Nome) Verdi
Mark Strand Symphony Orchestra.
Charlotte Bcrgh, coloratura soprano
3. "Song of India" Rimsky-Korsakoff
The Original Piano Trio , .
•». Mark Strand Topical Review.
S. Prologue to Feature.
"Kashmiri Song" from "The Garden
of Kama."
Jackson Kinsey, baritone.
over their heads". Los Angeles calls it "Rogers" best." and Oklahoma City reports
it "pleasing." If you know anything about Shakespeare, you'll call It "Immense."
If you don't, you'll say it's "silly." Take your choice.
April 28, 24, *_»:> and 26— field and Ferguson in "FOREVER"
If we wrote this opinion for the Capitol In New York, we'd say: "Most wonderful
of all productions. A 100 per cent picture, If ever there was one." But here for
our audience in Hamilton we say: "Very much like DREAM STI1HKT. It's high-
brow. We never knew Reld could act until we saw him In FOREVER." And you
too will have more admiration for "Wally" even If the picture should not run
to your taste.
April 27, 28 and 29— Thos. Mchrlian in "CAI'PY KICKS"
A splendid offering. Suits Meighan to a "T." Plenty of action; has given uni-
versal satisfaction everywhere. You'll like this better than "A Prince There Was."
Agnes Ayres appears opposite Meighan. The story was written by Peter B. Kyne,
and had a most successful run on the legitimate stage. Entertainment value 95.
\pril :to Hall) Held in "THE HELL DIGGERS"
Did not see It. opinions seem to differ, as you will note: "Very pleasing," New;
burg, N. Y. ; "Lacked the punch." Kansas: "Lois Wilson and Reld very good,
Monroe, Key West; "Poorest Reld to date," Auburn, N'. Y. ; "Audience applauded
finale, and that Is seldom done In this theatre," Colorado. Unfortunately, we
didn't see It; so there you are.
Monthly Resume:
"lOOI.'S PABADISE" hends the list for April; with "Forever" and "Come On Over"
a, Is; then i no I'OlUt picture (Ins month, unless it l„- "The 11.11 Digger*
Please note — "Forever" Is a work of art, even If nobody should come to see It:
Them's FA< ■ 8 '
\pril 29, 1922
EXHIBITORS HERALD
NEWSPICTURES
\JLT ITH a view to giving the exhibitor a better understanding of the importance of the
W News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
03
NTEWSFILM
REPORTS
VITAL
Showmen reporting to "What
he Picture Did For Me" their ex-
eriences with newspictures con-
ibute vitally toward the develop-
lent of more efficient and satisfac-
)iy theatre service. Newsreel ex-
;utives, to fashion their product in
:cordance with audience demands,
mst be informed by exhibitors, in
irect daily contact with the public,
ist what those demands, notori-
jsly changeable, are at all times.
Too few .have to date availed
lemselves of this opportunity to
3 for the newspicture what they
ave done so effectively through
lat medium for the feature length
ctraction, the serial and the short
abject.
One of the chief purposes of this
epartment is to bring home to
:aders the fact that in this too
ndent acceptance of the newspic-
lre as an incidental product, nec-
;sary but not worthy of particular
ttention, showmen are neglecting a
;ady-made opportunity to make
Jditional profits without commen-
tate expense.
That not all theatremen are ob-
vious to the facts in the case, but
re determined to capitalize this
ature of the program to the full
evident in the following reports
printed from the April 22 and
pril 29 issues of this paper:
Selznick News.— A fine addition
to any program. A 1922 news-
paper has some comedy in it and
I believe the news reel should
make an effort to get some more
smiles. Select could put a couple
of their "topics" into the news and
make it 100 per cent entertainment.
— Chas. Lee Hvde, Grand theatre,
Pierre, S. D.
Fox News. — Consider this the
best news reel on the market.—
J. H. Talbert. Legion theatre. Nor-
wich, Kan. — Small town patronage.
Kinograms. — I've been using this
service two years exclusive, and it
is the most up-to-date on the mar-
ket.— J. K. Johnson. Rialto theatre,
Omaha, \'eb. — Transient patron-
age.
NEWSPICTURES
GIVE PUBLIC
WORLDWIDE
VIEWPOINT
* THOUSANDS of alert newsmen,
trained to foresee vital events,
ready at all hours of day and night
to rush to the scene of the un-
expected—
MILLIONS of dollars invested in
costly motion cameras and an in-
exhaustible supply of unexposed
negative —
ALL unified by efficient direction
and functioning faultlessly to make
the modem individual's viewpoint
universal —
SEE Newspictures at —
THE PALACE
SELZNICK NAMES
NEW NEWS EDITOR
(Special to Exhibitors Herald)
NEW YORK. April 18.— David O.
Selznick, vice-president of Selznick Pic-
tures Corporation, has appointed J. C.
Cutting, newspaper and magazine editor
of wide experience, to succeed Lewis Al-
len Browne as editor of Selznick Xews.
* FINAL EXTRA *
Xewspicture editors are requested
to report contents of current editions
regularly and as far in advance as
possible to this department.
PATHE NEWS: No. 30.— San Francisco wel-
comes Marshal Joffre ; Auto racing record
broken at Daytona Beach, Fla. ; U. S. Jackies drill
at Gnantanamo, Cuba ; Rome welcomes King
Victor Emanuel and King Albert — Royal Greek
Guard reviewed in Athens ; Booker T. Washington
memorial unveiled at Tuskegee, Ala. ; Mine situ-
ation in Lansing, O. ; Leviathan leaves Hoboken
for Xewport Xews and reconditioning ; Boston
Navy Yard workers march in protest against clos-
ing of yards.
SELZNICK NEWS: Anniversary Number 1031.
— Jack Dempsey sails for Europe. D. W. Grif-
fith fellow passenger ; Allied officers meet at Cob-
lenz. Germany; Paris sees new type of taxicab;
32 000 attend Giants' opening game in New York;
Women's Supplement (fashions) ; Mrs. Harding
photographs "Laddie Boy" on White House lawn ;
Mary Landon Baker sails from New York: Cali-
fornia co-eds enact Greek legend in open (Berke-
ley) ; Mrs. Babe Ruth cheers suspended home
run king (New York); Farmerettes work out of
doors at Riverside, Cal.
*
FOX NEWS: No. 54. — V. S. Jackies reviewed
at Guantanamo Bay, Cuba ; Bud Fisher inspects
stock farm at Louisville, Ky. ; Hot coffee sup-
plied Boston firemen at work ; Pasadena high
school students hold spectacular drill; Columbus.
St. Petersburg, Fla., Ft. Bliss, Tex., St. Louis
and Chicago events filmed for restricted prints ;
Chicago Art Institute installs clay modelling
classes for juniors; Face to face with Japan.
No. 55. — Ice floes in River Duna. Riga, Latvia.
(Concluded on page 66)
WHAT NEWSREEL
WILL ASSIST
ALDRICH?
Memorial Day, May 30, will be ob-
served in the majority of American thea-
tres in a manner befitting the occasion.
The annual search for suitable films has
begun. As the holiday approaches, let-
ters of inquiry are arriving at the "Her-
ald" office in increasing volume.
Memorial Day is a newspictures oppor-
tunity.
Out of scores of letters that have been
received and answered by the Herald
service department, we quote the follow-
ing question from the inquiry of D. C.
Aldrich, Town Hall theatre, Philadelphia,
N. Y. Mr. Aldrich has arranged with
the local American Legion post for
proper celebration of the occasion and,
after asking the names of Xew York
State distributors of certain attractions,
adds:
"Is it possible to get any of the war
films taken by the U. S. government?"
The same question or very similar ones
will be asked by hundreds of showmen
before May 30. In our opinion it pre-
sents a splendid opportunity for news-
picture editors to enhance materially the
accepted valuation of their product by
supplying a special edition, possibly.au
"extra." made up for the occasion.
Immediate announcement of such an
"extra" undoubtedly would meet with a
hearty response in terms of bookings.
TRY COOPERATION^
WITH NEWSPAPERS
Newspapers and news pictures are not
in real competition — not yet at least,.
One supplements the other. Stories in
newspapers heighten the interest in pic-
tures of big news events presented on the
screen. Likewise, news events on the
screen awaken or keep awake interest in
newspaper accounts of a story.
A live newspaper editor and a live
theatre manager can easily take advan-
tage of this fact to their mutual bene-
fit.
Let the newspaper carry a box on- its
first page "Motion pictures of many oi
the important news stories in this edi-
tion will appear on the screen of the
Palace theatre." In return, let the the-
atre have a trailer made to attach to its
newspictures at each performance read.?
ing, "First stories of many of the impor-
tant news events presented in these pic*
tures appeared in The Daily Xews." •
USE NEWS STANDS
Stands from which newspapers are sold
are exceptionally desirable space to ad-
vertise the fact that your theatre al-
ways includes a news reel in its program.
-The expense should not be great: Iq
fact, the courtesy of your theatre to _the
stand owner would probably suffice. 3
56
EXHIBITORS HERALD
April 29, 1922
DIGEST/ PICTURES of. tAeWEER
THERE'S an old saying, used among showmen for
years, "It's always a good season for a good show."
And astute theatremen know this still holds good.
Poor pictures mean poor business. The people know
what they want and will take no substitute.
Therefore, it behooves every manager to be on the
lookout for the best in screen entertainment and he
can find no better guide than the reports of his fellow
showmen in "What the Picture Did For Me" depart-
ment of this publication. These are written for the
benefit of exhibitors by exhibitors who have lost or
made money on certain pictures.
Every good picture nowadays is making money
for both the producer and exhibitor. The public is
quick to respond to a good production and many ex-
hibitors who cannot find suitable new material, are
cleaning up by repeating assured successes which pre-
viously occupied their screens.
It is becoming more and more difficult to foist
inferior pictures upon the public as the exhibitor who
attempts it learns to his sorry in depleted box office
receipts. The exhibitor who has the welfare of his
patrons at heart will not try it. It does not pay. —
J. R. M.
"THE MAN FROM BEYOND" (Houdini Pictures
Corp.) has the audience appeal of a serial crowded into
six reels. The star is seen at his best, performing the feats
for which he is famous throughout the picture. The story
is frankly melodramatic and deals with reincarnation.
Burton Kings directed.
"THE SLEEP WALKER" (Realart-Paramount) is
a sometimes interesting story told in the meticulous style
of juvenile fiction. Constance Binney is its chief asset.
Jack Mulhall, Bertram Grassby and Cleo Ridgely seem
handicapped by arbitrary direction. There's at least one
good exploitation angle, which the title indicates, but it
is doubtful if the picture will stand a great deal of pressure.
"THE FACE BETWEEN" (Metro) is an adapted
Justice Miles Foreman story with Bert Lytell playing a
dual role. The story concerns a self sacrificing son who
is banished to an isolated spot by an irate husband. Not
a very logical or convincing story. Directed by Bavard
Veiller.
"ARABIAN LOVE" (Fox). This is a colorful
tale of the desert in which a romance evolves about John
Gilbert pictured as an Arab, and Barbara Bedford, a
white girl, who is captured by an Arabian band. It holds
a good amount of interest and Gilbert and Miss Bed-
ford give excellent portrayals. Five reels in length.
"OTHER WOMEN'S CLOTHES" (Hodkinson)
presents Mabel Ballin in a trite story of New York, con-
cerning a niodestc's assistant who is discovered by a
wealthy young man dressed in fine clothes in his
mother's boudoir. Miss Ballin is attractive and plays
her role with unusual skill. The piece has many effec
tive bits of direction and the lighting effects are won-
derfully well handled.
"TOO MUCH BUSINESS" (Vitagraph) is as
amusing a screen comedy as has appeared in some time
It is a romance of business life, written by Earl Den
Biggers, and the crisp, humorous subtitles combined
with the snappy action and excellent character studies
put this one in a class by itself. A seven part attraction
that should prove a good box office drawing card.
"A PASTEBOARD CROWN" (Pathe). A stor>
of a wealthy girl reduced to poverty who seeks success
on the stage. Well acted and richly produced with the
principal drawback being the weakness of the stor)
toward the finish. Five reels in length.
"THE RED PEACOCK" (Paramount) in inter-
pretation, direction, photography, and the star's work is
one of the best foreign-made pictures on the market. It
stars Pola Negri in a somewhat familiar role, being an-
other version of "Camille." It was directed by Pair
Stein. Five reels.
"THE MAN UNDER COVER" (Universal) is at.
unusually interesting crook story, with the likable Her
bert Rawlinson in the stellar role. It was adapted fron
a story written by a prisoner in Arizona penitentiary
and real cleverness is displayed in developing the stor\
upon the screen. Tod Browning directed it with adroi
skill.
"THE WOMAN HE MARRIED" (First National
presents Anita Stewart in a sparkling, convincing am
thoroughly enjoyable drama of society life. It has beei
lavishly mounted, well directed and Miss Stewart score:
in the role of an artist's model married to a man o
wealth. She is given splendid support by Darrell Foss
Shannon Day, William Conklin, Charlotte Pierce an<
Donald MacDonald.
"THE FIRST WOMAN" (R-C Pictures) is ai
odd pot-pouri of drama and comedy, with a corned)
twist at the finish that saves it. It is the old, old ston
of a chorus girl and a wealthy playwright who is trickec
into giving the leading part in his play to a coined)
queen. It was written and directed by Glen Lyon.
"MONEY TO BURN" (Fox). This is a pleasing
comedy-drama in live reels with William Russell in I
likable role as Lucky Garrity on whom fortune alway
smiled. It holds the interest and makes good entertain
ment of the light variety.
SPECIAL CAST IN
00 MUCH BUSINESS
(VITAGRAPH)
ighly original and extremely
funny is this screen adaptation of
Earl Derr Biggers' "Saturday
Evening Post" story. Crisp,
snappy action with humorous
character studies put this in a
class by itself. Excellent cast,
excellent camerawork and excel-
lent direction stamp it a box-
office attraction of unusual merit.
Seven reels.
induces her to sign a thirty day option
agreeing to marry him if he doubles his
salary in that time. That day Canby,
who is determined not to lose his efficient
secretary, discharges Jackson. One
month elapses and Jackson is the prop-
rietor of the "Hotellerie des Enfants," —
"a parking place for the children of busy
mothers." He is ready to claim Myra.
At the same time another iron company
offers to consolidate with Canby on the
condition that John Henry be made gen-
eral manager. Canby offers to buy John
Henry's hotel but the latter refuses.
Canby then sets out to put him out of
business. He has an employe hire all of
John Henry's nurses and places the hotel
under quarantine. Jackson finally fails
and comes to Canby raging only to find
that he is to be general manager of the
consolidation. Myra Dalton then agrees
to have the option closed.
captured by the soldiers. He secretly
plans to give himself up and promises tc
pass that way again in three days.
On the day he arrives to say farewell
to her, a group of Arabs had planned
to kidnap Nadine and he arrives in time
to rescue her. His true identity, how-
ever, as the murderer of her husband is
exposed to her at the time and she is
about to turn him over to the soldiers,
when he tells her the story of her hus-
band's affair with his own sister that
prompted the slaying. She implores him
that his testimony will free him and con-
fesses that she loves him. The realiza-
tion, however, that a trial would involve
his sister's good name impels him to
sacrifice his love by leaving the country
and the girl he loved behind him rather
than have his sister's connection with the
scandal become known.
.icon* from "Too Much Business." (Vitagraph)
if laughter is contagious "Too Much
siness" is going to start an epidemic
'lerever it is played. It is a very skil-
1ly handled production, full of real
puine humor, legitimately arrived at.
] is a comedy of business, love and ro-
l.nce, with a likeable hero, a pretty
Iroine and a queer and amusing business
in.
Sdward Horton very ably plays the
l*o, John Henry Jackson, chief sales-
i n for the Canby Iron Works. Myra
1 lton, a secretary, is pleasingly por-
t yed by Ethel Grey Terry, and Tully
-irshall is the crusty old boss, Amos
(nby. John Steppling, Carl Gerard,
l ien Gilmore, Mack Fenton, Tom Mur-
i ", and Elsa Lorimer round out the
sendid cast. Jess Robbins directed it
ci it is a first-class production in every
i pect.
Tully Marshall's performance is unique
< i in contrast to his stormy scenes,
1 ward Horton's work, as the quiet.
1-iness-like John Henry Jackson stood
c . Here is an exceptionally clever
( nedian and one audiences will want
t see more of. The sets are excep-
t nally well chosen and the subtitles
£ funny and brief. The story was
i ipted by Ford I. Beebe. Irving Reese
i responsible for the clear photography.
ohn Henry Jackson is in love with
- ra Dalton, the private secretary of
1 employer, Amos Canby. Myra is a
jy business-like girl and John Henry
JOHN GILBERT IN
ARABIAN LOVE
(FOX)
Picturesque desert story with at-
mosphere patterned somewhat
along the line of "The Sheik."
Barbara Bedford plays opposite
Gilbert. Embellishments, photog-
raphy, direction and general trend
of theme give it appeal that is
well sustained. Directed by Jer-
ome Storm. Five reels.
Here is another story of the great
desert in which the action centers around
incidents following the capture of a
young girl by a band of Arabs. It em-
braces the natural appeal of this type of
photoplay with its colorful settings.
John Gilbert gives a good portrayal of
a white man who has fallen in with a
band of Arabs, and Barbara Bedford
registers pleasingly as the girl who falls
in love with him. Others in the cast are
Herschel Mayall, Barbara Le Mar, Rob-
ert Kortman and William A. Orlamond.
Incidents in the theme, while not neces-
sarily new, hold the attention in the pic-
turesque surroundings in which they art-
set.
Xadine Fortier, immediately following
her wedding to an English officer, re-
ceives word of the illness of her mother
and hastens away. On her return to the
colony she is captured in the desert by
Arabs. A fight ensues over her and dice
are rolled to see which of the band shall
take her. A newcomer in the tribe wins,
and aids her to escape.
On arriving at the colony she learns
that her husband has been murdered in
her absence. She swears vengeance and
offers a big reward for his capture. The
description of the assassin fits that of
the new man in the tribe and members
plan to turn him over to the authorities
and collect the reward. When he leads a
part-' into the colony to summon a doc-
tor for the sheik's little son, who is ill,
he meets the girl he befriended in the
desert, who in turn saves him from being
SALLY, A HORSE IN
A DARK HORSE
(UNIVERSAL)
You wouldn't think they could build a
very funny comedy around the doings of
a trick horse, but wait until you have
seen Sally, in "A Dark Horse" before you
pass judgment. Director Jess Robbins
has Sally do about everything but talk
and he gives her a few talky subtitles to
make up for that. It is good, clean fun
with a kick in it, in fact several kicks.
Sally is sleeping on the cold, cold
ground as the picture opens, with her
master nearby. The master wants all the
covers but Sally finally gets her share.
She wakes her master up by sprinkling
water on his face. He is coaxed into a
crooked card game and nearly loses all
his money, even with Sally's assistance,
as she slips him high cards with which to
win. Finally Sally cleans out the joint
by kicking the crooked gambler and his
aids through the window, chasii.g them
up a tree and finding a bomb, blows up
the tree. "A Dark Horse" is a good bet.
John Gilbert in a scene from "Arabian Love."
(Fox)
58
EXHIBITORS HERALD
April 29, 1921
Herbert Rawlinson in "The Man Under Cover."
(Universal)
HERBERT RAWLINSON IN
MAN UNDER COVER
(UNIVERSAL)
&n unusually interesting crook
i play, issued by Universal as a
"special" and one that lives up
to that classification. It was
written by a convict serving a
life sentence in the Arizona peni-
tentiary. Tod Browning's direc-
tion is excellent all through. Five
reels of logical suspenseful ac-
tion.
If you are in the market for a refrejh-
ingly original crook play, hop out and
get this one. Here is a good entertain-
ment for any public. It has about every-
thing the showman wants in the way of
plot, sentiment and good swift action.
The subtitles are very much to the point
and the acting of the star and supporting
cast are but one of its outstanding fea-
tures. Real cleverness is displayed in
developing the story on the screen and
the value of the good story is fully real-
ized by Director Browning.
Rawlinson gives a careful and finished
performance in the role of a crook who
sets out to beat other crooks at their
own game. Barbara Bedford is charm-
ingly natural in the role of heroine, and
a comedy touch is contributed by George
Hernandez, as Rawlinson's fellow crook.
William Courtwright appears at Mayor
Harper; Eddie Tilton as "Coal Oil"
Chase; George Webb as Wiley; Gerard
Pring as Holt Langdon and Willis Marks
as Col. Culpepper.
There are several unusual advertising
angles to "The Man Under Cover" that
should not be overlooked. Perhaps the
biggest of these is the fact that the story
was written by Louis Victor Eytinge. a
'Tier" in Arizona state penitentiary, who,
after fourteen years in prison has aston-
ished the literally world with his pen
pictures of underworld life. The story
was written for a magazine under the
title "The Man Who Knows." Eytinge
gives a surprising insight into the work-
ings of crooks and confidence men in this
story.
Paul Porter, and his pal Dad Moffat,
two crooks, arrive at Paul's home town
to find that Holt Langdon, cashier in
the local bank and an old comrade of
Paul's is in trouble. He needs $25,000.
Paul and Dad decide to "crack" the local
bank that night and help Langdon out.
When they enter the bank they find
Langdon there, a suicide. They find evi-
dence he is short $25,000 in his cashier's
account. Because of Holt's friendship
and because of his sister Margaret, Paul's
boyhood sweetheart, they "frame" the in-
terior of the bank to look like a hold-up
((uring whirh Holt has lost his life de-
fending the bank's funds. The circum-
stances impress Paul so deeply he deter-
mines to go straight. He saves Margaret
from financial embarrassment by buying
the little newspaper she is running. Paul
and Moffat then discover that two confi-
dence men are operating in the town, col-
lecting thousands of dollars in a fake oil
well scheme. They decide to outwit the
crooks. With the aid of Col. Culpepper,
a lawyer, they start a fake well them-
selves and reproduce a typical "gusher"
blow-off. The crooks, fooled into think-
ing there actually is oil ir> the land, buy
out their well at a high figure. Paul is
able to return their savings to the
various town-people mulcted by the
foiled confidence men. He then goes to
Margaret and tells her his whole story.
She has learned of her brother's real
tragedy, and forgives Paul for his past
misdeeds. They find happiness together.
MILDRED HARRIS IN
THE FIRST WOMAN
(R-C PICTURES)
Very ordinary is this story of a
chorus girl who tricks a wealthy
playwright into giving her the
leading role in his play. The com-
edy finish is all that saves it.
Written and directed by Glen
Lyon. Five reels.
If it were not for the fine performances
of Percy Marmont it would be difficult
to find any excuse for turning this hack-
neyed story of a wealthy young author
and poor chorus girl into a photoplay,
although it is possible that this theme
has not entirely out-worn its popularity
in some localities. The acting, direction
and general technique, like the plot, are,
with the exception of Mr. Marmont's
work, poor.
Mildred Harris enacts the role of Billy
Mayo, a Broadway chorus girl — star of
"The Pink Pajama Girl" Company —
whose agent decides to put her in the
leading role of a heavy dramatic produc-
tion written by Paul Marsh (Percy Mar-
mont). Paul rebels and threatens to take
his play to another agent. That night
he finds a little burglar in the parlor of
his magnificent home, as he returns from
the opera with his sister, playing beau-
tifully on a violin. The police arrive but
Marsh saves her from jail and estab-
lishes her in his home. She makes love
to Paul's sister's fiance and finally wins
him away from the latter. Then she ex-
plains to the girl that years before Jack,
under an assumed name, had betrayed
her sister in Canada, and she is seeking
revenge. She stabs Jack — Marsh comes
upon the scene and demands that the
law take its course — then everybody
jumps up and Billy explains it was all
staged by the agent to demonstrate to
Paul that Billy could act dramatic parts.
Previously, however, Billy has told
Paul she is deeply in love with him and
wjll marry him.
The ridiculousness of the scene where
the supposed lady burglar goes into cc-
stacies over a violin and starts playing
the instrument, will tend to detract in-
terest at the start, and this is not helped
any by the blunt statement the chorus
girl makes later to the author confessing
her love for him. when previously she
had played a frivolous, light-headed, pam-
pered and very much spoiled child, with-
out any love scenes to carry out the idea.
Most audiences too, resent being tricked
by five reels of melodrama ending in a
comedy.
The acting of the other members of
the cast is too artificial to be convincing.
Poor lighting and poor photography do
not help it any.
MABEL BALLIN IN
OTHER WOMEN'S
CLOTHES
Very little that is new in story oi
situations here. Its principa
charm is in the completeh
natural performance of Mis:
Ballin and the splendid directior
of Hugo Ballin. Some very ef
fective touches in direction, ar
tistic settings and unique lightins
effects. Six reels.
Hugo Ballin has chosen a moden
story for his latest production, starrim
the attractive and always charming Ma
bel Ballin. He has assembled a cas
of unusual strength too to appear oppo
site her and it is rather unfortunate ;
more original plot could not have beei
provided. It was adapted from Ethc
Donoher's story "Luxury Tax."
There can be nothing but the highes
praise for the acting of Miss Ballin. Sh.
portrays the sweet and innocent hero
ine, Jacqueline Lee, in a manner that en
lists the sympathy at once and in thi
emotional scenes is entirely adequate
Raymond Bloomer, as Garrison, a phil
anthropic young man, is well cast oppo
site her, as is Crauford Kent, in the rof
of Rupert Lewis, Garrison's friend,
striking bit of acting was contributed b;
Rose Burdick as a sickly, workroom girl
Ellen Downe and Aggie LaField wa
clever as Bessie Horowitz, a Jewish girl
There is a melodramatic fire scene and :
very unlikely accident which throws th
heroine and hero together after a loni
separation.
Jacqueline Lee, a show girl, i
stranded without friends or money, li
New York she is befriended by two em
ployes of a modiste's shop and soon is
trusted employe of the fashionable ston
She goes to get a dress from the home o
a customer and while trying the gow
on she meets Barker Garrison, a ric
young man. Garrison is struck wit
her innocence and beauty and wage
with Rupert Lewis that he can prov
that money will buy her happiness. T
test his theory he has his lawyer tc
Jacqueline that a wealthy old woman c
South America, a customer, has left he
a fortune. She is soon established in
very luxurious apartment and is happ
until she discover's Garrison's deceptiot
Then she runs away. Garrison, who ha
fallen in love with her, searches throug
England, France and Italy for her, hi
without success. He returns to Nc
York and while passing a fire in a th<
atre, h;s automobile strikes a girl rui
ning from the stage entrance. He di:
covers it is Jacqueline, who has becom
a famous actress. The happy endin
follows.
Cr.niford Kent and Mabel Ballin in "Othci
Wimro'i Clothes." (Hodkin»on)
April 29. 1922
EXHIBITORS HERALD
59
AXITA STEWART IN
THE WOMAN
HE MARRIED
(FIRST NATIONAL)
A splendid production in every
particular and one that will be
hailed with delight by every
Stewart fan. Sparkling subtitles,
good direction and an excellent
cast place this in the class of films
that can safely be booked for
longer runs. Directed by Fred
Niblo. Seven parts.
Anita Stewart has been particularly
:ortunate in the selection of vehicles
ately. They have ranged from society
jlays to stories of the gold fields, but in
•ach she has scored tremendously. This
atest is a story of New York — of a
wealthy youth, a stern, uncompromising
jarent and a poor girl, an artists' model.
The film has a lavish magnificence
lbout it that at once commands one's
lttention and there are many exquisite
-ets. There is a mysterious murder near
,:he end that captivates your attention
and on the whole it is a very entertain-
ng and satisfying screen play. The con-
:inuity is good and Fred Niblo's direc-
:ion shows the results of his years of
.tage and screen experience in working
ip to a strong climax.
Miss Stewart's role is an engaging one
ind she plays it with all her usual charm
ind grace and sincerity. Darrell Fos:>
s the hero, who gives up wealth to stick
o the girl he loves. Wm. Conklin plays
he severe father with skill and Donald
MacDonald plays convincingly the role
)i Travers, an artist. Shannon Day is
Mimi, a model, Charlotte Pierce appears
is Muriel Wainright, and Wm. Belcher
s a detective.
Roddy Warren marries Natalie Lane,
in artist's model, and attempts to make
-omething of himself by writing a play.
His father cuts his allowance off when
le refuses to give Natalie up and they
;o to live in poor quarters in a boarding
louse, where they are soon in arrears in
heir room rent. Natalie meets her old
irtist friend, Bryne Travers, and secretly
)oses for him, while Roddy is finishing
lis play. The elder Warren hires a de-
ective to shadow her as she goes to
Travers studio. Roddy receives a check
or $100 as an option on his play, but
ventually the producer returns his
script and pronounces it poor material,
itoddy meets the producer and agrees
vith him whereupon he is given a posi-
ion with the producer. Roddy's father
igain appears and attempts to have his
on return home, declaring Natalie is
isiting Travers' studio at that very hour.
They go to the studio to substantiate his
tatement and find Travers murdered,
loddy is accused. Then his wife ap-
>ears from a bedroom and she refuses
o explain what she knows of the mur-
ler. A third person appears at the top
>f the steps — Mimi, a model — and an-
lounces she murdered Travers. Natalie
hen explains that a Jap servant had
varned her that Muriel, Warren's own
taughter, had been invited to Travers'
tudio and she attempted to save her
vhen the murder occurred. The elder
vYarren forgives his son and accepts
Natalie as a daughter-in-law.
Pola Negri in "The Red Peacock" (Paramount)
POLA NEGRI IX
THE RED PEACOCK
(PARAMOUNT)
In interpretation, direction, conti-
nuity, photography, and the star's
work, one of the best of the for-
eign-made pictures; the story,
however, is of ancient vintage,
being really a revival of "Ca-
mille." Directed by Paul Stein.
Story by John Kraley. Length,
five reels.
Pola Negri has a somewhat similar
role to that she was given in "Passion."
that of the tennis-ball tossed lightly from
one gentleman's racquet to another, in
this latest picture, "The Red Peacock "
The moral, to American eyes, would
seem to be, "Be able to earn your own
living, young ladies, that you may not
be the sport of sports," or words to that
effect. It is rather difficult for us to
sympathize with any healthy young
woman who, her lover or step-father, or
whatever male person pays her board-
bill, casting her out "into the night," sees
absolutely no way out of it all but to seek
the protection and purse of another male
person. However, this is made abroad,
and their standards are not ours.
Starting in a sordid tenement in Paris,
with an unpleasant old party as her step-
father, Violette, a flower girl, is sent
forth to sell her flowers. She awa'ts the
throng coming from the opera and sells
some of her posies to Florette and her
escort, Gaston Dupont, the latter being
attracted by Violette. Leaving the place,
she jumps from the running board of
Florette's car, and is nearly struck by
the car behind, in which a friend of
Gaston's, a young playwright, is follow-
ing at the invitat:on of Florette. He
takes her to Florette's home, where she is
g'ven food and the bottle of brandy,
without which she dare not return to
her stepfather. Florette also gives her a
handsome wrap, and this is the cause of
the trouble as the step-father seizes it
for future rum supply, and when the
girl protests he casts her out. She seeks
young Germont and he takes her into
his home for the night.
From this point on the story runs a la
Camille, the father and sister of Germont
sending for him, and later appealing to
Violette to free their son and brother
from her snare. Loving Germont, she
makes the sacrifice, going direct to Gas-
ton. During Germont's vis:t home she
had accepted the attentions of Count
Girey, but when she tells Germont she
loves him, he overlooks her. little indis-
cretions. When she leaves him for
Gaston, however, he cannot forgive so
easily. But w-hen his sister tells him
that Violette had but done as she and her
father had begged her to, Germont re-
sponds to the call from Gaston that
Violette has become a consumptive and
he must come to her. She dies in his
arms.
Those who like Pola Negri will like her
work in "The Red Peacock." It is pretty
sexy for family trade, however.
CONSTANCE BINNEY IN
THE SLEEP WALKER
(REALART-PARAMOUNT)
A "spotty" photoplay, good one
minute, not so good the next, sur-
prising and disappointing in turn,
obvious in development but unu-
sual in story. Not a big picture
and not a bad one. Just a vehicle
for a star that deserves better. In
five reels. Directed by Edward
Le Saint.
The story of "The Sleep Walker" is
told in much the manner of indulgent
parent to sleepy child at bedtime, with de-
1. berate introduction of details and pains-
taking provision against confusion. As
a consequence of this style, rather than
because acting, setting or story are at
fault, the feature smacks of the juvenile.
It is not quite adult drama, despite two
or three melodramatic incidents brought
in to make it seem such.
Constance Binney discharges her as-
signment capably. Jack Mulhall does not
equal some of his past work. He seems
annoyed by arbitrary direction. Ber-
tram Grassby is such a villain as never
lived in real life and is not cast in satis-
fying film. Cleo Ridgely seems to share
Mulhall's embarrassment. Other players
just appear to go automatically through
their paces.
Despite all of which there are moments
when the account of a convent-trained
young lady, whose tendency to walk in
her sleep, leads her into difficulties, gets
out of the beaten track and claims inter-
est. It is because of these that the pic-
ture will not dissatisfy those who demand
little of their photoplays.
In the story Doris Dummcnd leaves
the convent and joins her mother, har-
rassed by a villainous debtor, at a fashion-
able hotel. A young millionaire who
loves her and whom she loves is also
present. When she learns her mother's
difficulty she is moved by her sub-
conscious mind to walk into the villain's
room in her sleep. Discovery follows.
Walking again in her sleep, the same
night but toward morning, she rescues
from a lofty window ledge the young
daughter of another guest, who has
sought to disgrace her^and previous diffi-
culties are speedily disposed of.
Constance Binney in "The Sleepwalker."
(Paramount)
60
EXHIBITORS HERALD
April 29, 1922
One of the dramatic scenes from "A Pasteboard Crown," a new Playgoers picture,
distributed by Pathe.
SPECIAL CAST IN
A PASTEBOARD
CROWN
(PATHE)
Excellent acting, beautiful photog-
raphy and rich sets are outstand-
ing features of this Travers Vale
Production, a tale of stage life,
adapted from a novel by Clara
Morris. These factors uphold the
story which falters towards the
finish after well sustained interest
in the earlier footage. Directed
by Travers Vale.
"A Pasteboard Crown" is the story of
a once wealthy girl who seeks a stage
career after her family has been reduced
to poverty. Something has been lost,
either in adaptation or direction for, from
an excellent start the climax reached fails
to hold up to expectations. This is not a
serious handicap, however, as the various
roles played by such persons as Evelyn
Greeley, Robert Elliot, Gladys Valerie,
Eleanor Woodruff, Jane Jennings, Dora
Mills Adams and Albert Roccardi are
given excellent interpretation.
The title of the production, it is appar-
ent, is one that arouses interest and read-
ily lends itself to exploitation. The pic-
ture contains the rich embellishments of
a society drama combined with the natu-
ral interest that attaches to a story of
stage life.
The story. — When Sybil Lavvton's
father takes his life following a disas-
trous turn of the stock market, the girl
determines to make a name for herself
on the stage rather than marry the rich
William Bulkley who is old enough to be
her father. Through the instrumentality
of Stewart Thrall, an actor, she obtains
a tryout with a road company in the west
where she encounters many of the diffi-
culties which it has been predicted she
would find. She finds the show managers
vulgar and unkind but refuses to give
up. While with the company she helps
revive the manhood of Jim Roberts, a
derelict actor who has been going the
downward path since his wife deserted
him years ago. He becomes her continu-
ous friend.
Later she is given the opportunity of
playing a leading part in a Shakespearian
play through the aid and coaching of
Thrall. The two fall in love with each
other. The fact that Thrall is a married
man leads Roberts and Miss Lawton's
friends to mistrust his sincerity and a
cablegram is dispatched to his wife in
Europe to come home. She arrives at the
opening of the play in which Thrall and
Miss Lawton are starred and in her box
in the theatre is seen by Jim Roberts
who recognizes her as his wife. Believ-
ing Thrall had lured her from him he
shoots the actor on the stage. The wound
is not serious and when he has recovered
Thrall is presented with a letter from his
wife stating that she had divorced him
abroad. He and Miss Lawton are then
able to carry out the plans for their mu-
tual happiness. What becomes of Jim
Roberts and Thrall's divorced wife fs not
known.
BUSTER KEATON IN
COPS
(FIRST NATIONAL)
The opening subtitle of "Cops" gets a
laugh. Paraphrasing the films that quote
from famous authors, it states "Love
laughs at locksmiths! — Houdini." From
then on it is a series of ridiculously seri-
ous situations, involving a man refused
by his best girl until he has "made a big
man of himself." He decides to go into
business and buys a horse and wogan for
$5, loads up a lot of furniture he has
purchased from a crook, who didn't own
the stuff, and while driving down the
main street with it, interrupts an im-
maculate parade of policemen. An an-
archist tries to blow up the parade but
the bomb lands in Muster's lap and when
it goes off the chase starts, which is some
chase, with hundreds of extras, all
dressed in regulation policemen's uni-
forms, participating. Away above the
average for a comedy and one that rep-
resents considerable outlay in producing.
Don't miss it. It is clean and will fit
in with any program.
WILLIAM RUSSELL IN
MONEY TO BURN
(FOX)
This is a story of the stock market
with a dash of humor that rounds
it out as excellent entertainment
Russell in a light and pleasing
role that he carries well. Hallain
Cooley contributes an interesting
part as the butler. Directed by
Rowland V. Lee. Five reels.
"Money to Burn" from Sewell Ford's
story "Cherub Divine" is good comedy-
drama entertainment of the variety that
will appeal to audiences with the coming
of warmer weather when the public's
fancy naturally turns to the lighter form
of amusement.
It concerns "Lucky" Garrity, a man
who was born with the proverbial horse-
shoe around his neck — and lucky persons
prove quite interesting as a general thing.
There is much excellent photography,
some funny happenings in a house that
is supposed to be infested with spooks
and the usual exciting broker office
scenes.
William Russell as "Lucky" Garrity
having "cleaned up" on the stock market
and followed his streak of fortune with
gay dinner parties, chorus girls and the
like, decides that he is tired of all the
glamour and gaiety. He purchases a
country mansion from a real estate friend
and goes there to rest up. Here things
start to happen immediately upon his ar-
rival. Unknown spirits turn mysterious
lights off and on, sinister beings flit in the
shadows and he is about to leave when
he discovers a young woman in an upper
part of the house. She and her father
are the former occupants who were due
to have moved. Garrity persuades her
to remain as his guest — the two become
friends.
The young lady despises gamblers and
Garrity accepts her challenge that he
cannot remain away from the stock mar-
ket for a week. In his absence the
opposition starts hammering down his
stock but he refuses to call off his vaca-
tion until he is accused of being yellow
by his associates. Then the girl urges
him to go to the aid of his friends and
he returns to the thick of the fight and
wins.
His luck apparently deserts him when
he returns and proposes and learns that
the young lady is already married to
Count Vecchi whom she deserted a few
hours after her marriage. He is stumped
momentarily until he discovers a prowler
about the house whom he believes to be
the Count. This, however, proves to be
the count's secretary who has been black-
mailing the wife of his former employer
since his death. All of which makes
everything happy for Lucky Garrity.
William Russell in a scene from "Money to
Burn." (Fox)
April 29, 1922
EXHIBITORS HERALD
61
HOUDINI IN
rHE MAN
FROM BEYOND
(HOUDIXI PICTURE CORP.)
^ melodramatic tale, dealing with
reincarnation, well-set and with
thrills aplenty, starring the reck-
less Houdini. Directed by Bur-
ton King from a story by Hou-
dini. Adaptation by Coolidge
Streeter. Photographed by Ruby,
Zucker, Fischbeck, Penrod, Dun-
meyer, Littlefield.
A sincere attempt to give the public
omething dirterent in the way of story
; apparent in this first vehicle starring
he daredevil Houdini by his own com-
iany. The rapids scenes are without
oubt as thrilling and realistic as any-
hing ever set for the camera. Houdini
pparently cares nothing for risks that
\ou\d turn another pale to mention.
The story starts off with an unusual
■ircumstance. that of a man frozen in
olid ice for one hundred years, coming
o life through the efforts of explorers
■ ho chop him out and thaw him. Once
ou have parlied with your conscience
nd judgment and accepted this situation,
he rest is easy. It is interesting, at all
vents, and well handled. The scientist.
)r. Gregory Sinclair (Erwin Connelly)
.-ho rescues "The Man From Beyond."
farry Hillary (Houdini) does not tell
im he is a century behind the times,
lanning to make a study of what we
Dve to call "reactions" to his environment
.-hen he gets him back to civilization.
The story Hillary tells is that he loved
he daughter of the Captain of a ship,
here was mutiny, he was trying to save
he girl's father, when a blow on
he head cut short his activities. He
ashes out into the snow in search of
"elice only to be persuaded by the sci-
ntist to return.
When Dr. Sinclair reaches home he
?arns that his ward's father had started
d join them and was lost. It is his
.ard's wedding day. When Hillary sees
ne bride he interrupts the ceremony,
ailing her "Felice," and begging her
3 recall their love. The girl's name is
:e!ice Strange, and she is really a re-
Karnation of his lost sweetheart.
The wedding is postponed indefinitely,
•hile the girl begs Hillary to help her
nd her father. The discarded suitor,
)r. Gilbert Trent, has kidnapped her
ither, Dr. Crawford Strange, and is
olding him a prisoner in the cellar of
is house, planning to marry Felice and
lake her believe her father is up in the
ntarctic, so she will go with him. Hil-
iry and Sinclair stumble upon a clue, a
it with a bit of cloth having on it the
litials of the imprisoned Strange. They
:scue him, and then Hillary is forced to
)llow the girl, who has been pursued by
hireling of Trent's to the edge of the
iagara rapids. Hillard swims the rap-
Is, catches up with the canoe, and saves
ie girl, in a well-staged thriller. Hillary-
id Trent battle on a cliff and Trent goes
ver. This, too, is well done.
The girl recognizes the call of her true
late and their belated romance bids fair
> be consummated. Houdini does one
ood stunt of his escape stuff, when he is
ed to a mattress and water turned oi1
litn, and he works himself free, and es-
ipes with the sheets as rope.
Frank Montgomery as Francois Duval
oes good work, and Nita Naldi plays a
imp. Louis Alberni is captain of the
argentine, and Yale Benner plays Milt
orcross.
It is a picture that has the audience ap-
eal of a serial crowded into six reels.
BERT LYTELL IN
THE FACE BETWEEN
(METRO)
Lytell has had far more interesting
vehicles than this adapted Justice
Miles Foreman story. Star not
particularly suited to dramatic
role. Story of self-sacrificing son
who has queer hallucinations after
being shot in the head does not
seem logical. Directed by Bayard
Veiller. Six reels.
There appears something a little un-
natural in the forced situation of a son
assuming the guilt for a father's indiscre-
tion, especially when the father has ad-
mitted his guilt. This, however, forms
the basis of appeal in "The Face Be-
tween."
It is an entirely different story from
what we are accustomed to seeing Lytell
in and for those who like "domestic
tangles" it is one of the best. The star's
name may draw them in. A down-town
Chicago theatre audience found it rather
slow-moving and were impatient for the
comedy that followed.
Tommy Cartaret, Jr., nobly takes the
blame for an affair his father has had with
a married woman, and accepts the
woman's husband's ultimatum to leave
for a desolate spot in the Kentucky
mountains never to return until Hartwell.
the husband, is dead. The primitive
mountain folk make life miserable for him
and finally threaten to tar and feather
him because he has been seen with Mari-
anna, daughter of the woman who does
his laundry. In a heavy rain storm the
girl comes to his cabin and warns him ot
their approach, just as he was about to
commit suicide. The girl announces be-
fore her father she is going to marry
Tommy and the clan force them to ride
off to the minister. Just as he is leaving
he receives a telegram from home an-
nouncing that Hartwell has died and his
name is clear. Also that his sweetheart is
waiting for his return. As they ride
through the woods a shot kills the girl
and another wounds him in the head.
Weeks later, having been brought home
by his sweetheart he recovers conscious-
ness but is haunted by a vision of Mari-
anna. He tries to pursue the phantom
and falls from a balcony. The injury re-
stores his mind and wipes out the illu-
sion of the laundress girl, and he finds
happiness in Sybil's love.
Lytell appears somewhat forced in the
dual role of father and son, and
there is not enough distinction in the
two roles. Sylvia B reamer plays the
mountain girl and is in the double ex-
posures showing the phantom spirit. It
isn't a role that calls for much ability
but her work is good all around. Andre
Tourneur plays acceptably the role of
Tommy's sweetheart, Sybil Eliot, and is
very pretty and appealing. Hardee Kirk-
land is Hartwell; Girard Alexander is
Mrs. Eliot and Dewitt Jennings the fam-
ily- doctor. The mountaineers were Frank
Brownlee, Burwell Hamrick and Joel
Day.
Some fine photography marks the pic-
ture, the work of Arthur Martinelli.
SAWING A LADY
IN HALF
(CLARION PHOTOPLAYS)
This is a real novelty. Thousands of
audiences in vaudeville theatres through-
out the United States have marveled over
the mysterious performance, and the ex-
pose of the trickery will undoubtedly
prove fully as interesting.
A long box, about two feet square and
with a hinged door, stands upright on the
stage. A young woman, hands and feet
tied, is lifted upright into the box. The
ropes binding her are run through holes
in the sides of the box, and held securely
to prevent her from moving. The door
is then padlocked, and the box laid on
its back on a trestle. Three large sheets
of glass, and two of steel, are run through
slots in the box, dividing the space into
eight compartments. Then two men,
with an ordinary crosscut saw, cut the
box in half in the middle, apparently
sawing the woman directly in half. The
ends of the sawn box are removed, and
then placed end to end again and the
woman is found unharmed and untied.
The complete performance, as shown
in the vaudeville theatres, is first depicted
on the screen. Then it is all gone over
again in such a way that the audience is
shown just how the deception is prac-
ticed. The second half of the picture is,
of course, much more interesting than
the first. The picture runs to 1,500 feet,
and could be improved by cutting down
on the first half. However, as a novelty
film it is intensely interesting and should
prove pleasing to audiences.
HOUDINI during a tense moment in his first production, "The Man from Beyond."
62 EXHIBITORS HERALD April 29, 1922
Ike Leap
lhat Will
Startle
Qhelhrill'A'Mrmif'e Stun,
the World
IBiTUKb HJiKALU April zy,
Charles!
ghelhrill'A'Mrnuf'e Stun,
Go-Get
Produced and Directed hy
Qeorge B. Seih
pril 29, 1922 EXHIBITORS HERALD 63
Hutchison
6ig, TctAes [fin
em Hutch"
Pt a speed of 50 miles an ferry boat, yards away,
four he jumps his motor- He does a hundred such
c cle from a ferryslip to the amazing things in this serial !
A Grand Attraction for YOUR House!
64
EXHIBITORS HERALD
April 29, 1922
West Va.
(Concluded from page 36)
film rental tax. It was as follows:
"M. P. T. O. of West Virginia:
''Greetings and best wishes to members
of the state convention of motion picture
theatre owners of West Virginia. A
great responsibility is yours, for our
people of all ages are daily absorbing
from motion pictures impressions vitally
affecting their ideas of morality and citi-
zenship. I am confident that the high
character of your membership guaran-
tees that increasing benefits rather than
harm will flow to your extensive patron-
age.
"HOWARD SUTHERLAND."
President Sydney S. Cohen, M. J.
Toole and Sam Bullock were among the
visiting exhibitors at the convention.
Minnesota
(Special to Exhibitors Herald)
MINNEAPOLIS, MINN., April 18.—
The rumored fight over the presidency
of the Motion Picture Theatre Owners of
Minnesota failed to materialize at the
convention last week, the election going
to W. A. Steffes.
This year's conclave was perhaps the
liveliest ever held in this territory. Fea-
tured were Steffes' attack on the pro-
ducers and Will H. Hays, details of
which were published in the Herald last
week, and the decision of the organiza-
tion to cooperate during May with Uni-
versal and Hodkinson, exhibitors pledg-
ing themselves to book as much product
of these companies during the month as
possible and in return the distributors
are to reimburse the theatre man with a
substantial percentage of their receipts.
Delegates Are Chosen
Other officers elected were: Vice presi-
dent, Theodore L. Hayes; secretary,
Fred Larkin, and treasurer, A. A. Kap-
lan.
Delegates chosen to attend the national
convention were: William Abrahamson,
John Campbell, Oliver Rowe, Theodore
L. Hayes. Clyde Hitchcock, A. A. Kap-
lan, Joseph Friedman, H. M. Dryer, Fred
Larkin, Joseph Rohman and Louis Reis-
ner.
The convention went on record as
condemning the music tax and the sup-
plying of film service to non-theatrical
associations. It recommended 100 per
cent support of the "Official Movie
Chats" and urged every member to fos-
ter the community spirit.
Exposition Is Featured
Another feature of the convention was
the exposition. Practically every film
exchange and supply house in the city
was represented. Those having booths
were: W. J. Dyer and Brother, St. Paul;
W. W. Hodkinson Corporation, Famous
Playcr-Lasky Corporation, Pathe, Gold-
wyn Pictures Corporation; Frcidman
Film Corporation, Minneapolis, Fox
Film Corporation; Metro; Midland Film
Company; Rialto Theatre Supply Com-
pany; Bellman Service; American Re-
leasing Corporation; Finkclstein & Ru-
ben; Universal Film Corporation; Edu-
cational Film Corporation; Associated
First National; Select Pictures Corpora-
tion; Tcco Products Company; Bartola
Musical Instrument Company; Vita-
graph exchange; Ohio Picture Frame
Company; Standard Theatre Equipment
Company; Elliot Film Corporation; Sly-
Fox Film Company; Norton Slide Com-
pany; R-C Pictures; American Seating
Company; Federal Sign System; Tri-
State Film Corporation; Greater Features
Corporation.
The exposition was located on as-
sembly room floor of the Hotel Radis-
son.
Arkansas
(Special to Exhibitors Herald)
LITTLE ROCK, ARK, April 18.—
The week of July 2 is Exhibitors' Week
in Arkansas, and during that period the-
atre men will be urged to book the
product of three independent distributors,
the names of which will be announced
shortly. In negotiating with these dis-
tributors, the exhibitors will ask that
10 per cent of the gross receipts from
the sale of film during the week be con-
tributed to the state exhibitor organiza-
tion.
Endorse "Movie Chats"
Action on this matter was taken at the
recent convention of theatre owners held
in this city. Although a two-day meet-
ing had been planned, all- business was
transacted the first day and adjournment
was taken then.
Other resolutions adopted endorsed
the "Official Movie Chats"; demanded a
reduction in rentals of not less than 33^
per cent; protested against exchanges
supplying service to non-theatrical or-
ganizations in competition with theatres.
Nutt Is President
Officials of the Arkansas organization
are: President, Sidney Nutt, Central the-
atre. Hot Springs; vice president, E. W.
Collins; secretary-treasurer, O. C. Hau-
ber. C. A. Lick, O. C. Hauber and
President Nutt will attend the national
convention.
Many exchange men from Dallas, Ok-
lahoma City, St. Louis and Memphis
were in attendance. Exhibitors present
were:
W. E. Blume, Grand theatre, Seary; O. C.
Hauber, Pine Bluff; E. Weiser, Dardanelle; Sid-
ney M. Nutt, Central theatre, Hot Springs;
C. R. Quinn, Ideal theatre, Conway; J. W. Gar-
rett, Dunlap theatre, Clarksville; A. J. Lukhchia,
Hauber theatre, Camden; Cecil Cupp, Palace
theatre, Junction City; L. L. Lewis, Gem thea-
tre, Pocahontas; F. C. Burbig, Pine Bluff; D.
Fitton, Lyric theatre, Harrison; Joe Griffith,
Pastime theatre. Warren; T. H. McCroskey,
Allied theatre, Dermott; A. L. Middleton, Queen
theatre, DeQueen; W. H. Reeves, Gem theatre,
England; W. L. Landers, Gem theatre, Bates-
villc; W. A. Nance, White Gem theatre, Con-
way; I. W. Nance, White Gem theatre, Conway;
E. H. Butler, Community theatre. Russellville;
H. Whartos, Pastime theatre, Warren.
Pathe to Publish Second
Series of Playlets Soon
That public taste inclines strongly to-
ward condensed action and the shorter
feature forms, is fully demonstrated by
the avidity with which exhibitors have
accepted the scries of Pathe Playlets is-
sued during the last three months, ac-
cording to Pathe.
These features with celebrated stars
and supporting casts, reduced in length
to three reels without sacrifice of any
part of their interest or dramatic appeal,
have made a record so favorable that a
second scries of fifteen Pathe Playlets is
announced for weekly publication begin-
ning May 14.
Two New Exchanges
Opened by National
Distribution Headquarters Are
Established at Buffalo
and Albany, N. Y.
Two more key cities have been added
to the map of important centers cov-
ered by National Exchanges, Inc., dis-
tributing offices with the recent opening
of Metropolitan National Exchanges, Inc..
in Buffalo and Metropolitan National
Exchanges, Inc., in Albany, N. Y.
New York Territory Covered
Both exchanges are under the sales
direction of Sol E. Rose, veteran ex-
change man, while the Buffalo office is
under the immediate supervision of E.
A. Kuper. The address of the Albany
office is 680 Broadway.
"The rapid expansion of the affiliated
distributing offices under the direct con-
trol of National Exchanges, Inc., is con-
tinuing each week," said Walter L. John,
son, president of National Exchanges,
Inc. "The new offices in Buffalo and Al-
bany, together with the New York City
office, cover New York State most satis-
factorily. We are very pleased to an-
nounce that these two new offices are un-
der the supervision of Sol. E. Rose, an
exchange man well and favorably known
to exhibitors in his territory."
Publish Margery Wilson Film
"Why Not Marry?", feature romance
starring Margery Wilson, is the next pro-
duction to be handled by the new ex-
changes. The series of twenty Charles
Ray productions and the Kineto Review
series is also handled by these office.1
whose program calls for a feature a
month, a two reel comedy every othei
week, and a single reel comedy or mag-
azine subject every week.
Graphic Film in Call
For Independent Short
Film for Distribution
A call for independent two reelers o
diversified nature has been issued from tin
offices of Ivan Abramson, president o
Graphic Film corporation.
In a statement made in conjunction witl
the recent announcement of consolidatioi
with twenty-seven independent exchange
throughout the country Mr. Abramson an
nounced plans of the new Graphic Film Ex
changes, Inc., will include the distributioi
of all good products available in the in
dependent state right market.
Two reel specialties and two reel com
edies, preferably a series of twelve, issuei
one a month is what Graphic seeks to adi
to its newly organized program of distribn
tion.
Says Newspaper Reviews
Follow Trade Paper Lead;
That newspaper photoplay critics tak
their cues from reviews published in th
motion picture trade journals is th
opinion of John J. Hayes, head of th
Pacific Film Company, producers and di!
tributors of Culver City, Cal.
Mr. Hayes states he has noted tna
clippings of newspaper reviews of "Hi
Girl from Rocky Point," featuring Or
Carcw, also recently reviewed in the pnf
cipaK trade papers, were the same in c-l
feet, if not in text, though sometimes th
text was identically the same, leading nil
to believe that latter reviews are care
fully read and filed away by newspapc
critics for future use.
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 52
Dr. George J. Fisher of New
York, national field director of the
Boy Scouts of America, says that
"Youth of today is wholesome; I
do not think that movies are im-
pairing its morals." Dr. Fisher
represents an organization with a
membership of 420,000 young
Americans. His views are based
upon actual observations, not
heresy.
It Pays to
Cooperate
There is a reason, and a de-
cidedly logical one, why Fred S.
Meyer, managing director of the
Palace theatre, Hamilton, O., is
not tormented by bigoted individ-
uals and groups. Appended is
the lead editorial published re-
cently in the "Hamilton Daily
News," which tells the story of
Mr. Meyer's actizities:
"Starting Monday, there are to be
daily services at one of the Hamil-
ton theatres under the auspices of
the Ministerial Alliance. These
services will be short and are in-
tended to bring before Hamilton au-
diences a better understanding of
Holy Week.
"Aside from the good these mes-
sages will effect, there is the side-
light of cooperation between the
clergy and the theatre. This friendly
relation between two powerful fac-
tors in public life will reflect more
power for good to each. In Cincin-
nati it has been the custom for
the Episcopal church to hold noon
day services in one of the theatres
each day during Lent. The serv-
ices are well worth while. Adop-
tion of the idea here is a step for
the better.
"A city's advance is not based so
much upon individual effort as it is
upon that effort coordinated with
the efforts of fellow citizens. Co-
operation is the keynote to strength.
Cooperation of the theatre and
church brings together two already
powerful elements into a power for
the good of Hamilton."
It is obvious that Mr. Meyer's
immunity from torment by re-
formers is not due to "luck."
Co-operation turns the trick for
through co-operation those
people who arc inclined to as-
sume an air of intolerance are
brought into close relationship
with the theatre.
Bigots Abscond With
Money of Taxpayers
Ignorance of the tactics of the reformer, induced by misrepresentation by
the intolerant and by lack of interest on the part of the majority in preparatory
plans for protecting its inalienable rights, is responsible to a large degree for
the success of the reform clement in foisting its will upon the public. An
editorial published in "The Daily Sentinel" ancnt the legal fight waged by the
reformers in Grand Junction, Colo., is a timely dissertation on the menace of
the reform movement and should serve to enlighten theatre patrons of every
community.
A story of the Grand Junction blue
law suit is published on page 37 of this
issue of the Herald, The Daily Sentinel
editorial, presenting one of the strongest
arguments against the reform movement,
follows :
"The jury in the case of Ole M. Nel-
son, manager of the Majestic, charged
with violating a territorial law passed
sixty years ago and which has been a
dead letter for more than half a century,
was instructed by the court to bring in
a verdict for the defendant. The details
of the court's actions and the story of
the close of the trial are given elsewhere
in today's Sentinel.
"The anti-movie LEADERS of the
city, which include three ministers and a
number of other citizens, can keep up
this agitation one way or another as they
see fit. Among them are a few people
who are never statisfied unless they have
Grand Junction divided over some ques-
tion of amusement regulation. Some of
these leaders propose to keep anybody
from attending a moving picture on
Sunday, but at the same time these par-
ticular leaders propose to engage in
amusements on that day which meet
their own personal fancy. Others have
an idea that by legislation people can be
forced to attend church services. Still
others of the leaders have other reasons.
"After strenuous efforts a large sum
of money was raised as a campaign fund
ALTHOUGH THE EXPENSE OF
THE COURT TRIALS MUST BE
PAID BY THE TAXPAYERS OF
THE COUNTY.
"These people have made Grand Junc-
tion the center of a fight for the enforce-
ment of a law passed more than a dozen
years BEFORE COLORADO WAS A
STATE AND WHICH IS OBSO-
LETE AND IGNORED ALL OVER
COLORADO.
* * *
"The two moving picture houses sev-
eral months ago voluntarily changed
their Sunday evening hours so as not to
conflict with the regular evening hour
of the church services.
"It is not denied that the moving pic-
ture programs offered in this city on
Sundays are clean and high-class and
(Concluded on page 95)
Order Your Slides
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, 111.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
Name
(Write name and address legibly)
City
.J
66
EXHIBITORS HERALD
April 29, 1922
Washington Man Wins
"Topics of the Day"
Better Business Test
An ingeniously contrived acrostic, pre-
senting economic remedies to improve
business is the third winning answer of
the weekly prize in the ''Topics of the
Day" Films' Better Business Contest
published by Pathe.
The winner is Hugh A. Brown, M. D.,
306 Fourth street, S. E., Washington, D.
C, and his answer follows:
Less restrictive legislation.
Organized effort by all.
Wide-awake attitude toward business opportunities.
Efficient management.
Relief from tax burden that stifles incentive.
Taxation based on economic principles.
Aggressive leadership in business.
Xpansion of export trade.
Establishment of better relations between em-
ployer and employed.
Salesmanship raised to a higher plane.
Sales Manager Saunders
Holds Chicago Conference
E. M. Saunders, general sales manager
of Metro Pictures Corporation, conferred
in Chicago this past week with the dis-
trict managers of the distributing organi-
zation. He has left for San Francisco,
where he will outline the sales plans of
Metro to a group of the company's
branch managers.
Beaudine Rejoins Christie
William Beaudine, who was for three
years a Christie Comedy director, is now
back with the company and will direct
the next picture to feature Neal Burns.
NEWSPICTURES
(Concluded from page 55)
hamper Russian relief workers; News Briefs from
Rome, Oscoda, Mich., and New Haven, Conn.;
Washington, Dayton, O., Seattle, San Francisco,
Palmer, Ore., events filmed for restricted prints;
News Novelties from Paris and Scutari, Albania;
Leviathan leaves Hoboken for Newport News (Re-
view of ship's history),
*
INTERNATIONAL NEWS: No. 29.— Italian
sovereigns welcome Belgian king and queen to
Rome; Leviathan leaves Hoboken for Newport
News; Egypt's new "Pharaoh" photographer at
Cairo; Hydraulic mining at Jackson, Cal. ; Wash-
ington, Portland, Ore., San Francisco, Lynn,
Mass., Chicago events filmed for restricted prints;
"Mystery Extra" (novelty) ; Powers cartoon.
No. 30. — Egg Carnival at Petaluma, Cal.; Jack
Dempsey and other notables sail from New York ;
Mrs. W. R. Hearst sponsors Milk Fund parade in
New York City — Hempstead, L. I., Essex, Mass.,
New Orleans, Milwaukee events filmed for re-
stricted prints ; Futuristic Movies of Mad Man-
hattan (novelty) ; President opens baseball season
in Washington.
K I NOGRA MS : No. 2136.— English players de-
feat Americans in lacrosse tournament at Phila-
delphia ; Joffrc honors war dead at Seattle ;
Amundsen leaves Garden City in plane that cap-
sized ; Jack Dempsey leaves New York for Kuropc
with other notables ; Gasoline push ball played
in San Francisco; Salt Lake City swimmers wear
waistcoats; Countess arrives in New York to
plead Irish cause. Other sailings and arrivals;
Co-eds frolic at Berkeley, Cal. ; Burn San Fran-
cisco home for lepers; Sketchograph ; Dedicate
l-vtip, Mass., bridge to hero; Medford, Mass.,
boy wins road race ; Boston and Meadowbrook,
Pa., scenes filmed for restricted prints. No. 2137. — -
New York Giants open baseball season ; Floods
imperil lives at Alton, III., and Bellow's Falls,
Vt. ; San Francisco welcomes Marshal JofTrc ;
Cambridge crew defeats Oxford on Thames River;
Hempstead, N. Y., golfer planes to links ; Ma-
chine to stop seasickness tested in Philadelphia;
Congressional Country Club gives Taft life mem-
bership; Governor's Island bank clerks armed;
Animals swim in Philadelphia zoo; Dr. Lorrnz
sails for home — Watikegan III., destroys $30,000
worth of slot machines; Milwaukee Dog Show
opens; San Francisco, Washington, Philadelphia
events filmed for restricted prints.
Big Demand Is Seen
For "I Am the Law"
Warner Brothers Purchase
Foreign Rights — Other
Territories Closed
That foreign rights of the Edwin Ca-
rewe special "I Am the Law" and six
territories in the United States have been
sold before the production has actually
been seen by any of the purchasers is
evidence of the confidence with which
independent buyers regard the produc-
tion as one of the big attractions of the
year, according to Affiliated Distributors,
Inc., which is publishing the film.
Warner Brothers have purchased the
entire foreign rights; Western Pennsyl-
vania and Ohio have been sold to Joseph
Skirboll, First National Exchange man;
Denver and Seattle territories have been
purchased by M. A. Klausner of Moun-
tain State Film Attractions; J. F. Cub-
berly has bought the Minneapolis terri-
tory; H. Lieber Company has purchased
the rights for .the Indianapolis territory..
The cast in the production, according
to the company, has been one of the big
factors in its early popularity. It in-
cludes Alice Lake, Kenneth Harlan, Gas-
ton Glass, Wallace and Noah Beery.
That there is a healthy demand for
worth while productions in the inde-
pendent field is pointed out by C. C. Burr,
president of Affiliated Distributors.
Last Three Territories
Sold on Hines Feature
C. C. Burr, president of Affiliated Dis-
tributors, Inc., announces the sale of the
last three territories on the Johnny Hines
feature, "Burn 'Em Up Barnes." Sam
Moscow Film Company, 54 Broadway.
Boston, has purchased the New England
rights; Favorite Film Company of De-
troit has the Detroit territory, while the
Washington territory has been taken over
by Lew Bache, First National represen-
tative there.
Initial Charles Miller Film
Completed at Port Henry
Charles Miller, producing at Port
Henry, N. Y., has completed his first in-
dependent production under the working
title, "Bring Him In." Distribution plans
will be announced later.
Earl Fox is the featured player in this
story of the Northwest. Supporting him
are Frank Losee, Harry Lee, Charles
Mackey and Doris Miller.
Theatre Letters
{Concluded from page 50)
with tlie increasing number of showmen
who hold that "business is there if you go
after it." We think that tells the whole
story about the present day box office con-
dition and that it cannot be repeated too
often.
Your photographs are reproduced on page
90 and in the "Theatre Graphic." Great
stuff, say we, and in line with your stated
fondness of "the game." ft is a great game,
of course, but it's a much greater business.
Don't, by any means, let your first contri-
bution be your last. Let's have letters and
pictures regularly from now on. The trade
needs them.— IV. R. W.
First Four Reissues of
Kempson Pictures, Inc.,
Ready for Distribution
J. L. Kempner, president of Kempson
Pictures, Inc., announces that the first
four reissues of the company are now
ready, and prints have been shipped to
the various Hodkinson exchanges, through
which distribution will take place.
The four pictures which are ready are
"The Way of the Woman," starring
Norma Talmadge; "Marionettes," with
Clara Kimball Young; "Red Head," with
Alice Brady, and "The Argyle Case,"
starring Robert Warwick and Elaine
Hammerstein.
Kempson Pictures Corporation have
their own organization of field salesmen,
who report a tremendous volume of busi-
ness already secured on these pictures.
In addition to new prints for each pro-
duction, there is also available new paper,
cuts and lobby displays.
STILL IDEAS
(.Concluded from page 51)
as the character in this production is
apparently portrayed, singing the songs
of hearth and fireside to a band of mis-
sionaries long separated from civilization
and real music, is sufficiently potent to
make it worthy of adoption. Perhaps,
if your patrons are weary of jazz, they
may feel inclined to welcome back some
of the old timers like: "Love's Old Sweet
Song," "When You and I Were Young,
Maggie," or "The Low Backed Car."
For a livelier display there is the sug-
gestion offered by Katherine MacDonald
with the crowd of doughboys who have
arrived just in time to save the mission-
ary band from extermination. A woman
at a camp fire meeting may sound like
an analogy; but if she is sufficiently
pretty the audience will swiftly overlook
the incongruity in the magic of her melo-
dies. Besides, the camp fire idea has
not been done to such an extent as to
make it a hackneyed or threadworn
theme to the average motion picture goer.
For a combination of burlesque and
drama, there is no still on the production
that weaves the two together more suc-
cinctly than the idea suggested by tin
congregation of stranded actors outside
the stage entrance. They have been
worshipping false gods and the manager
of the show has vamoosed taking with
him their faith in human nature and all
the company's loose change.
A travesty on the tragedienne, one on
the ever over-genial comedian and an
other on the stilted Hamlet of every
barnstorming troupe is suggested. At
any rate they offer the nucleus of an idea
When one realizes that "The Infidel'
is a picture dealing with missionaries »
islands near the Far East or South Sea-
(the story doesn't quite say which) on*
perceives also, an opportunity for shredd
ed wheat dancers, a beating of torn toni'
or a native religious ceremony that ma}
or may not be appropriate, according t'
the taste of the individual theatre, atn
tlic nature of the recent prologues thai
have been devised for patrons' entertain
men! and delectation.
vpril 29, 1922 EXHIBITORS HERALD 67
Fairbanks Will Portray Romance
Of Twelfth Century In Next Film
Actions of Richard the Lion Hearted, Robin Hood
And Others Furnish Basis for Production;
Realistic Atmosphere is Sought
lunset Signs Hoxie
For Western Series
owboy Star Will Feature in
Eight Specials — First
Film Under Way-
Anthony J. Xydias, president and gen-
al manager of Sunset Productions, has
gned Jack Hoxie, cowboy star, to make
series of eight western specials for the
ate right market. Mr. Xydias believes
oxie is one of .the most popular present
ijr western stars.
Will Get Big Stories
"Since Mr. Hoxie's personal appear-
Ke tour of last summer his popularity
is increased by leaps and bounds," says
!r. Xydias, "and it is my intention on
lis new series to give Hoxie bigger and
Hter stories than he has ever had be-
>re, and to afford him an opportunity to
,-rform more of his dare-devil stunts and
srsemanship with each picture."
Production has been started on "Barb-
"ire," the first of the series which is
;ing filmed in and around the Mojave
;sert. In the supporting cast are jean
orter, Olah Norman, William Lester,
m Welch and others. Frank Grandon
directing the feature.
Xydias Former Exhibitor
A. J. Xydias, head of the new Sunset
ganization will be remembered as a
iccessful exhibitor in Texas, Louisiana
id Mississippi, and was prominent in
e fight against censorship in those
ates. After selling his theatrical in-
rests he made a trip to Europe, and on
s return entered the producing end of
e state rights field. Because of his ex-
lange and exhibitor experience, Mr.
ydias has a wide knowledge of the film
;eds of exhibitors, and the new Hoxie
•oductions will be made with this end in
ew.
Philip Space has been appointed to
ie post of director of publicity and ex-
oitation for the company.
ducational Phases of
Burton Travel Picture
Win Support of Schools
Much interest is being evidenced in
ie ten-reel feature, "Around the World
ith Burton Holmes," according to the
inema Travel Association which is pre-
•nting the film under the direction of
arry Levey.
The educational phase of the picture
said to be winning for it the support
id praise of schools, women's clubs,
jblic officials and educators.
The film is now being shown in thea-
es in New Jersey, Pennsylvania, Mary-
nd, ^Virginia, West Virginia, Vermont
id New York.
Silent Call" Has Long
Run at Miller's Theatre
"The Silent Call," which features
5trongheart," canine star of the screen,
?gan its eighth week at the Miller
teatre on April 3, according to an an-
auncement from First National, and it
expected that the run will be extended
■ twelve weeks.
Much of the interest in the film is at-
ibuted to the performance of "Strong-
?art. The film was adapted from a
iturday Evening Post story by Hal G.
varts.
From the romance of adventure as
typified by Gascon D'Artagnan in "The
Three Musketeers" to the romance of
English chivalry in the twelfth century
is the step being taken by Douglas Fair-
banks in his new photoplay, work on
which is under way at his new Holly-
wood studio.
Seeks Height in Romance
Fairbanks long has wanted to do early
English romance, it is said. While "The
Mark of Zorro" was full of villains and
villainy, dash and spirit, and "The Three
Musketeers" full of poetry, swash-buck-
ling, and French intrigue, Mr. Fairbanks
was not content to stop there. He
wanted robust, full-blooded, healthy and
rollicking romance. This led him to
consider the period of the Crusades.
There he saw possibilities in the adven-
tures of Richard, the lion-hearted, of
Robin Hood and his Sherwood Forest,
of Nottingham. From this he declared
his intention of making a romance. "So
full of the spirit of the twelfth century
that no one watching it can remember
that he is prosy or dull, or that his life is
a monotony of small events, or that he
lives in the day of flivver and the vacuum
cleaner."
Find Much Material
Experts, authors and scenario writers
at once began work on detail. They dug
up plenty of material, but in it all there
was no unity; nothing but disconnected
and unrelated flashes.. "The play is the
thing," said Fairbanks, and Johnston Mc-
Culley was engaged to write the story.
Then came rehearsals, and the story
was reconstructed, rebuilt and rehandled
by McCulley.
Sets Are Realistic
Designing the sets to be used as a
background was the next step and the
results are said to justify all expecta-
tions.
Of these designs it is asserted that
ETHEL GREY TERRY in the Vita-
graph special production, "Too Much
Business."
they tell the story of romance — the ro-
mance of that period of the twelfth cen-
tury without the aid of a single person,
or a single artificial or dramatic agency.
Doug Sees Big Field
"So far we have had very few pictures
that transported the spectator out of all
consciousness of present-day reality and
every-day life into realms, that, before
this, existed only in books," said Mr.
Fairbanks in a recent talk about his forth-
coming new production, which is as yet
without a title. "Motion pictures have
always had their present possibilities.
But now we are beginning to see them;
to see, I mean, how big they are and
how far-reaching, and how little we have
developed them.
"Motion pictures can be made beauti-
ful, true and fine. We have had romances
and realism and propaganda and sensa-
tionalism and fantasy — we've run the
gamut. Motion pictures can be made so
that they will take the spectator right
into any atmosphere the author and pro-
ducer may choose. That's the biggest
new thing in the game."
Realism Sought in
New DeMille Film
Grow Vegetables for Filming
Scenes of Farm Under
Cultivation
Interest in William De Mille's Para-
mount production of Rachel Crothers'
play "Nice People" is centered on a real-
istic and novel set being used in connec-
tion with the filming of various scenes.
This set is a vegetable garden in which
vegetation is pictured in all its stages,
from the first blades shooting from the
ground to the full grown plants.
Shows Truck Growth
The garden was started several weeks
before the actual production of the film.
Later, where the story calls for an aban-
doned farm that is revived and made pro-
ductive once more another crop was
planted. In this manner the natural
growth of farm truck is being incorpo-
rated in the film.
Cafe Scene in Contrast
In contrast to the garden scene is that
of a Japanese cafe which has been erect-
ed on what is claimed to be the most
elaborate scale ever attempted in this
direction. The set occupies nearly half
of the new glass roof stage recently com-
pleted at the Lasky studio. Approxi-
mately 200 people take part in the scene.
An all star cast headed by Wallace
Reid, Bebe Daniels, Conrad Nagel and
Julia Faye will play the various roles in
the new production.
Returns from Mexico City
John L. Day, South American repre-
sentative of Famous Players-Lasky Cor-
poration, has returned from an extended
business trip to Mexico City, where ar-
rangements were made for increased dis-
tribution of Paramount Pictures.
68
EXHIBITORS HERALD
April 29. 1922
Highlights in "The Prisoner of Zenda"
Alice Terry
Malcolm McGregor
R. Samaniegos
Lewis Stone
Director, principals and scenes of
Metro's new million-dollar produc-
tion, the making of which required
the efforts of 23,000 persons. To
the left is Rex Ingram, the director;
to the right, Alice Terry, the fea-
tured player. Should the feature
be published in ten reels, the ap-
proximate cost of each foot of film
will be $111.
vpril 29. 1922
EXHIBITORS HERALD
69
One Million Cost of
"The Prisoner of Zenda"
Nearly Fifty Miles
of Film Used
Herd's some statistics which
will gh'c a clear idea of the
great task 'which confronted Rex
Ingram in the production of
"The Prisoner of Zenda:"
1. Total cost, $1,11S,4S3.16. This would
make the cost of every foot of fin-
ished film approximate $111, provided
the picture is in ten reels.
2. Twenty -three thousand persons, in-
cluding actors, technical men, etc.,
contributed to the making of the pic-
ture.
3. The footage of raw film exposed was
257,521, which totals about forty-eight
and one-half miles. It would require
a champion sprinter 2 hours and 45
minutes to cover the distance.
4. The scenario, detailing every set and
action, comprised 1,622 pages — more
than H. C. Wells' "Outline of His-
tory."
5. A village and six blocks of city dwell-
ings to represent the kingdom of
Ruritania were constructed.
6. It required twenty-six costume de-
signers and other artists four months
in the creation of costumes.
7. The value of the coronation robes
used by the principals in the cast
was $105,000.
8. Rex Ingram utilized the radiophone in
directing the big scenes.
9. In the costume factory 540 persons
were employed — tailors, cutters, dress-
makers and special workers.
H. Two weeks were required in shooting
the coronation scenes. During this
time the blocks of city streets housed
more than 10,000 persons. In the
kitchens were 432 cooks.
11. Building material weighing 124,000
tons were used in the construction
of the sets.
12. Art works valued at $2,000,000 were
loaned to the director for use in the
larger settings.
Statistics compiled by Metro on the production of "The Prisoner of
Zenda" illustrate clearly the magnanimous task confronted in the making
of a modern photoplay. In its finished form, this picture, according to
Metro, represents an expenditure of $1,118,453.16, and this sum represents
but a little more than half of the total value of the art treasures loaned to
the director, Rex Ingram, for use in the big scenes.
Not until it is known that about 23,000
persons were engaged in one capacity or
another in the production of "The Pri-
soner of Zenda" are the figures of the
picture's cost credible. Counting extras,
camera boys and emergency employes as
many persons were concerned in the
filming of this story as there are inhabi-
tants of Oswego, N. Y.
During the several months required in
the production of the photoplay, 257,521
feet of raw film was exposed by the
photographer, John F. Seitz, and his as-
sistants. This is not so great a footage
as was used for the transferring to the
screen of Vicente Blasco Ibanez's "The
Four Horsemen of the Apolcalyse," by
Rex Ingram, but it is a strip of celluloid
over 48yi miles long. For a sprinter,
say of the speed of the world's record
holder, Charley Paddock, to cover that
distance at his rate of running 100 yards
in nine and three-fifths seconds, would
require two hours and three-quarters.
1,622 Pages in Script
This mass of preparatory work was no
less impressive. The scenario, for exam-
ple, by Mary O'Hara, of the Metro staff
in Hollywood, contained 1,622 pages of
typewritten material, single-spaced. This
is more voluminous than the two vol-
umes of. H. G. Wells' "Outline of His-
tory." Lest it' seem impossible that in
two screen hours enough action can oc-
cur to require such length in its sketch,
it must be remembered that in the mod-
ern motion picture script, every detail
must be recorded, from the position of
chairs on a set to the manner in which
the heroine's hand goes unconsciously to
her throat in the dramatic scene to be
enacted there. The scenes are not shot in
the sequence of their appearance on the
screen, and thus there is no possibility
of carrying in one's minds the multitude
of details which must be observed for the
thorough simulation of reality.
Preliminary art work required the cre-
ative efforts of 26 artists under the
supervision of the director, for a period
of four months before the first scene was
photographed. The costumes in "The
Prisoner of Zenda," being of a sort not
found in any country, must be original
designs. The architecture of the city
streets and the village wherein most of
the exteriors are laid was an adaptation
of that of countries in Europe, some-
where among which Ruritania. the
imaginary kingdom, must lie. But it
could be neither German, nor French,
nor Italian, nor Austrian. It must be
different from the basic characteristics
of all these, yet be European. The cos-
tume factor and the draughting rooms
which were built for similar work on
"The Four Horsemen of the Apocalypse"
were enlarged soon after the completion
of that gigantic picture and were im-
mediately given over to the staff which
was to work on "The Prisoner of Zenda."
In this manufactory, 540 -persons were
employed — cutters, fitters, tailors, dress-
makers and special workers.
Resembles Army Camp
Seventy-two buildings in all were se*
up, many of them finished throughout.
These made up the six blocks of city
streets and the Ruritanian village. The
two. in the nicture, are represented as
being many miles apart, whereas actually
they were separated by only about 400
yards. Mr. Ingram made practical use
of these dwellings in the course of the
photography of the coronation scenes.
He himself never left the lot, and in
order that all extras be on the ground
in the morning at 8 o'clock, he required
them to remain also. Sleeping accom-
modations were provided in army cots,
and army methods of serving food were
used. The number of cooks at one time
on the Metro payroll totaled 4S2. They
took care of the appetites of the slightly
less than 10,000 extras for two weeks.
The total tonnage of stone, wood, iron
fittings used in the building of the vil-
lage and the city backgrounds came to
124,000 tons.
Radiophone is Used
The director of "The Prisoner of
Zenda" used, in the mass scenes of the
coronation events, the radiophone in con-
trolling the huge crowds. This he ex-
perimented With when it first came into
popular prominence, and found it super-
ior to the telephone with wires. To each
■nib-director of a unit of the crcwd, Mr.
Ingram,, calling him by name, would
issue orders at exactly the moment he
perceived, from a raised platform over-
looking the great scene, was the right
instant.
A small item, from the point of view
of expense, was the cost of the costumes
worn by the principals in the coronation
scenes. Not including jewels, the capes
of ermine and other furs, the gowns of
cloth of gold, and the heavily braided
uniforms of the men. came to $105,000.
Morris Goes Abroad to
Take Charge of Select
And Selznick Interests
A farewell dinner was tendered Sam E.
Morris shortly before his departure for
England by employes and officials of
Select and Selznick organization. , Mr.
Morris will handle Select and Selznick
interests abroad, opening offices in Lon-
don and organizing Select Pictures, Ltd.,
of which he will be president.
Approximate+v 80 people attended the
banquet, included among which were
numerous of Mr. Morris' friends in the
industry as well as many Select managers
in the East. Mr. Morris was accom-
panied to England by his wife and son.
70
EXHIBITORS HERALD
April 29, 1922
Advent of Spring Does Not Deter
Activities of First National Units
Activities at the studios where First
National attractions are produced are pro-
ceding with no let down despite the ad-
vent of spring. Seldom have these pro-
ducing units been busier than at present,
it is said.
Marshall Neilan has completed "Fools
First" and is well along on "Her Man,*'
with Matt Moore in the role of a small
town newspaper man.
Filmed in Mexico
"Suzanna," Mabel Normand's next
Mack Sennett production, is nearing com-
pletion under the direction of F. Richard
Jones. Final scenes will be taken in Mex-
ico.
Satisfactory progress is being made on
two Thomas H. Ince features. Exteriors
are now being filmed on "The Brother-
hood of Hate," featuring Lloyd Hughes,
Marguerite de la Motte, Frank Keenan
and Edward Burns. An entire circus is
featured in the Ince special, "Someone to
Love."
No Title Announced
Buster Keaton will have "snow stuff"
as a feature in his next comedy to follow
"Cops." The title of the picture has not
been announced.
Billy Bevan. Mack Sennett comedian, is
completing "Gymnasium Gym."
Sidney Franklin is busily engaged at
the United Studios preparing for the pro-
duction of Constance Talmadge's next
picture, "East Is West." Norma Tal-
madge, having finished "The Duchess of
Langeais," will launch production on her
next picture on her return to the Coast
from New York.
Offers Sea Story
Allen Holubar's "The Soul Seeker," a
story of the sea, is in the final stages with
Dorothy Phillips in the starring role.
Katherine MacDonald has completed
"Heroes and Husbands," and is engaged
in filming "The Woman Conquers."
The Frank L. Packard story, "Pawned,"
is being completed by J. Parker Read,
Jr., under the direction of Irvin V. Wil-
MISS DUPONT in a scene from "A
Wonderful Wife," Universal produc-
tion.
lat with Tom Moore and Edith Roberts
in the cast.
The editing and cutting of J. L. Froth-
ingham's "The Man Who Smiled," and
John M. Stahl's "One Clear Call" have
been completed.
Second National Pictures
Sets Early Publication
For "Mr. Pirn Passes By"
"Mr. Pirn Passes By," photoplay ver-
sion of the stage drama, is announced as
an early publication by Second National
Pictures Corporation. Featured in the
production are: Peggy Hyland, Maudie
Dunham, Campbell Gullan, Henry Ken-
dall, George Marden, Wyndham Guise
and Tom Reynolds.
The story of "Mr. Pirn Passes By" has
been exploited, and still is prominent be-
fore the public, in several ways. It was
launched as a stage drama, enjoying suc-
cessful runs in New York and British
dominions. At present road companies
are playing it here and abroad.
The photodrama is said to be replete
with surprising occurrences and quaintly
humorous situations. It deals with the
love affairs of young people and the ab-
sent mindedness of a middle aged sci-
entist. The result is a series of compli-
cations declared tensely dramatic and
exceedingly funny.
George Fawcett to Play
In Paramount Pictures
George Fawcett has signed a year's
contract to play in Paramount pictures
and will join the Lasky studio stock
company. He has already left for Holly-
wood.
May 15 has been set definitely as the
publication date of Lon Chaney's Jewel
production, "The Heart of a Wolf." Pres-
ident Carl Laemmle of Universal states
that the special has been held up until
that date in order to give exhibitors a
box office attraction for summer.
"The Heart of a Wolf is a French-Can-
adian story, written by the star, Robert
Thornby, the director; Lucien Hubbard
and Irving G. Thalberg, director general
at Universal city.
Announces New Series
Supporting Chancy are Irene Rich,
Spottiswoode Aiken, Dagniar Godowsky,
little Stanley Goethals, Allan Hale, Her-
bert Standing and Frank Campcau.
It is described as a dramatic subject of
the highest order.
Universal also announces two new
series of Westerns, one to star Tom
Santschi and the other to feature Regi-
nald Denny, star in "The Leather Push-
ers." Robert North Bradbury will direct
Santschi and Nat Ross will handle the
megaphone on the Denny pictures.
First of the Santschi Westerns, "A
Guilty Cause," will be published on May
L>0. Denny's first, "The Outlaw," is
scheduled for May 27.
Pollard Is Selected
A wide diversity of subjects and stories
CONSTANCE TALMADGE appears a
above in one of the scenes from "Th
Primitive Lover," which First Nation;
will distribute.
Federated Film Exchange
Buys Polo Serial Right
Sam Grand of Federated Film E;
change of Boston has contracted for tl
rights to "Cap'n Kidd," first of the ind<
pendently-produced Eddie Polo chapte
plays which the Star Serial Corporatic
is marketing for independent distributio
Federated Film Exchange will hand
the New England states.
Richards Abroad for "U"
Carl Laemmle, president of Univers;
has appointed Tom R. Richards, of Sy
ney, Australia, as his personal represent
tive in the Far East. Mr. Richards is no
en route for Java.
will be developed for both stars, it
announced.
Harry Pollard, director of "The Leatl
Pushers," has been retained by Univer
to direct Hoot Gibson in "Trimmed a
Burning," the Collier's story by Ha;
burg Liebe.
With Gibson in this picture will
Patsy Ruth Miller, Alfred Hollingswor
Fred Kohler, Dick LaReno, R. Hu
Sutherland and Otto Hoffman.
Hunt Stromberg Finishes
"A Ladies' Man" in Whic
Bull Montana is Starr
Bull Montana's first starring conic.
"A Ladies' Man," produced by H •
Stromberg with a supporting cast incl •
ing Claire McDowell, Charles Mai .
"Snitz" Edwards, Myrtle Lind, Fr; !
Kingsley, Stanhope Whcatcroft, Ch'-
Reisner and Master Dinky Dean Reisi .
has been completed.
The film will be published in tli ■
reels.
"A Ladies' Man," was written and -
reeled by Hunt Stromberg, with Ch <
Reisner as associate director and ' ?
man." It is reported to constitute a c< •
edy production of unusual qualities.
Schedules Chaney Jewel for Spring;
Universal Has New Western Serie
Vpril 29, 1922
EXHIBITORS HERALD
71
Three Districts Buy
"Your Best Friend"
3ig Demand for Vera Gordon
Film Among Independents,
Warners State
That the latest Vera Gordon picture,
Your Best Friend," a Harry Rapf pro-
uction, is being eagerly sought by state
ght buyers is pointed out in the an-
ouncement of Harry M. Warner, of
Earner Brothers, that three more ex-
lusive territorial deals have been con-
jmmated.
The latest buyers of the Warner fea-
jre are the Creole Enterprises, New
)rleans, covering the states of Louisiana
nd Mississippi; Warner's Exchange, of
,os Angeles, purchasing the rights for
irizona, California and Hawaii, and
Varner's Exchange, Detroit, covering the
tate of Michigan.
Other purchasers of the picture include
kirboll Brothers, Cleveland, for the
tate of Ohio; A. L. Kahn Film Enter-
rises, Omaha, for Iowa and Nebraska;
Jew York Federated Exchange, Greater
.'ew York and northern New Jersey;
associated First National Pictures, of
'ittsburgh, for West Virginia and west-
rn Pennsylvania; E. G. Tunstall, Minne-
polis, for Minnesota, North and South
)akota, upper peninsula of Michigan and
V'isconsin; S. Schultz & Screenart Pic-
ures Corp., Boston, for the entire New
England states.
"Your Best Friend" was written and
irected by Will Nigh.
'aramount to Publish
Second Block of Seven
Reissued Productions
The series of seven productions re-
ently published in block by Paramount,
onstituting a "Revival Week" program,
as proved so popular with exhibitors
nd public that it has been decided by
>idney R. Kent, general manager of dis-
ribution, to issue a similar block of seven
nore of the biggest Paramount and Art-
raft films.
The second block will consist of the
ollowing features: Cecil B. DeMille's
>roductions, "Why Change Your Wife?"
The Woman God Forgot" and "We
-an't Have Everything;" Mae Murray
n "The Gilded Lily;" the Paramount
vxtcraft special, "The Woman Thou
iavest Me;" the William A. Brady pro-
uction, "Little Women," and Elsie Fer-
ruson in "Barbary Sheep."
These pictures, it is announced, are
•ow available for bookings under the
ame conditions as the previous block,
nd play dates may be arranged as soon
s the new prints are distributed to the
xchanges.
GREAT OPPORTUNITY FOR
RESEATING YOUR THEATRE
Opera Chair.— 825 High Grade Brown Leather—
Almoit New.
w BUclt Leather— 600 Unupholstered Now at
McViclterj Theatre, Chicago.
Mutt Sell at Once— Building Coming Down May 1.
„, „ S. Pink, 24 No. Wells St.
Phone: Franklin 3320 Chicago
Dumas' "Monte Cristo" Announced
By Fox for Next Season's Program
John Gilbert Heads An All Star Cast Compromised of
Estelle Taylor, Gaston Glass, Robert McKim,
Virginia Faire and Others
William Fox this week announces his
third special production for the 1922-23
season.
This special, Alexandre Dumas' "Monte
Cristo," was made under the direction of
Emmett J. Flynn, who also directed "A
Connecticut Yankee in King Arthur's
Court," the Fox comedy which has met
with popular favor throughout the coun-
try.
Gilbert Has Lead
John Gilbert was chosen to head the
all-star cast in "Monte Cristo." In his
support are such well-known players as
Estelle Taylor, Gaston Glass, Robert
McKim, Virginia Faire, Maude George,
Spottiswoode Aitken, Renee Adore,
George Seigmann, William V. Mong,
Harry Lonsdale, Albert Prisco and Ralph
Cloninger.
The two specials previously announced
for the new season's schedule are:
"Nero," produced by J. Gordon Edwards
in Italy, and "The Town That Forgot
God," directed by Harry Millarde, who
was responsible for "Over the Hill."
Coast Companies Busy
Fox reports unusual activity at its West
Coast plant. Charles Jones has just
started on a new picture which has the
working title, "West." Robert Eason is
directing. Tom Mix is filming "The
Gun Fanner," while Lupino Lane, the
company's new comedian, has just fin-
ished "The Reporter." Shirley Mason's
next, "Very Truly Yours," has been com-
pleted under the direction of Harry Beau-
mont.
Mary Carr, the Ma Benton of "Over
the Hill," has been much in demand by
exhibitors playing this Fox tspecial. Her
most recent personal appearances in con-
junction with the presentation of the
picture have been at Baltimore and
VVashington. Since completing her latest
picture she has appeared in practically
every large city in the East.
Allen Theatre to Play
Series of Bible Stories
Barret McCormick of the Allen theatre,
Cleveland, has signed with Harry Char-
nas of Standard Film Service of Cleve-
land for the entire series of the Great
Stories of the Bible, produced by Sacred
Films, Incorporated.
The initial episode, "Creation," opened
on Easter Sunday at the Allen theatre
and was received with great acclaim by
the ministers and school teachers, as well
as Mr. McCormick's regular patrons, it
is stated. The Cleveland newspapers
gave this single reel attraction more
space than has been accorded many
bigger features the past year.
Strand Success Shows Popularity of
Pat he Policy, States E. A. Eschmann
With the Strand theatre's successful
introduction of Managing Director Jos-
eph Plunkett's "diversified program,"
which included Pathe News, Pathe Re-
view and the one-reel Pathe special
feature picturization of Rudyard Kip-
ling's "Ballad of Fisher's Boarding
House," Pathe considers that its short
subject policy inaugurated a year and a
half ago has justified itself with all
classes of exhibitors.
"The short subject program," says
General Sales Manager E. A. Eschmann,
"has won remarkable favor with exhibi-
tors all over the country. They under-
stand their business thoroughly, and
were eager to be relieved of the auto-
matic limits as prescribed by multiple
reel features. But although they are not
guided by the methods of their metro-
politan comrades, still they like to feel
that what is good for them is good for
theatres like the Strand.
Doesn't Fear Re-issues
"The Strand is more than a first-class
Broadway house. As directed by Joseph
Plunkett, it is a motion picture American
institution. It has that reputation with
exhibitors everywhere, and it means
something to them when the Strand
plays the 'Ballad of Fisher's Boarding
House,' and voluntarily testifies: 'It is
a powerful picture, full of atmosphere
and splendidly produced. It certainly
made a big impression on our audiences.'
"The Strand is not afraid of reissues
because they are reissues'. It frequently
plays a single reel Lloyd comedy, be-
cause Mr. Plunkett knows that thousands
of his patrons never saw it before — and
others probably would welcome it any-
way. That's the way several thousand
exhibitors scattered all over the country
feel about it, evidently. Since Pathe be-
gan reissuing these Lloyds, one each
week, the demand for them has steadily
increased. It helps their business and
pleases their patrons to know that Lloyd
comedies originally released a few years
ago are just as popular now with the
class of New Yorkers who go to the
Strand as with themselves."
Gets New Westerns
In rounding up the short subject pro-
gram situation as viewed from the Pathe
angle, Mr. Eschmann said that it was
now so fully established in general ex-
hibitor favor that Pathe was adding new
material as fast as it became available.
The latest acquisition is a series of
twenty-six two-reel "Santa Fe Mac"
Westerns.
"One of the most healthful indications
about the increasing vogue for short sub-
ject programs," said Mr. Eschman, "is
seen in the remarkable booking activity
of 'Pathe Playlets,' which is in excess of
all anticipations. These compact three-
reel versions of successful features star-
ring famous screen favorites are accepted
as ideal short features, admirably serv-
ing that purpose on bills otherwise made
up of Pathe News and Review reels,
Aesop's Film Fables in animated car-
toons, 'Topics of the Day' and examples
of Pathe's comedy output from the Hal
Roach studios."
72
EXHIBITORS HERALD
April 29, 1922
First National, Ltd.,
Officially Inaugurated
Policies of New Organization
Are Outlined at Dinner
In London
With leaders of the British motion
picture world as its guests, Associated
First National Pictures, Ltd., gave an in-
augural dinner in London last month, at
which the aims and policies of the new
organization were outlined to the assem-
blage by Ralph Pugh, presiding officer
of the dinner, and managing director of
the company.
Jury Guest of Honor
Such prominent film men as Sir Wil-
liam Jury, Colonel H. A. Browne, Col-
onel A. C. Bromhead of Gaumont's, Wal-
ter Wanger, J. Stuart Blackton, George
Pearson, George Smith of Goldwyn, Ltd.,
Brooke Wilkinson of the British Board
of Censors, were present. The guests
of honor were Sir William Jury, Sir
Harry Britt Brittain, M.P., Sir Charles
Higham, M.P., and Sir William Water-
low.
Other guests were G. Ball, H. J.
• Boam, Frank Hill, H. Hibbert, T.
France, E. C. Peall, Castleton Knight,
R. A. Thompson, Mark Wolfe, J. Shef-
field, C. Barton, W. S. Scott, T. A. Welsh,
F. R. Goodwin, C. Topham, George
Smith, A. Tilnev, J. Dart, F. Norman-
Wright, R. David, J. R. Stephens, H.
Pontefract, P. A. Walton, Col. H. A.
Browne, C. A. Cohen, P. Phillipson, L.
Denham, Barron Hargreaves, T. Her-
bert Kaye, E. W. Fredman, J. Reis, D.
E. Roberts, R. C. Fielder, Charles Ever-
ett, S F. Ditcham, R. C. Bromhead,
Henry De Solla, J. W. Perry, W. Blake,
Frank Smith, Low Warren, C. A. Kel-
ley, E. E. Blake, of the Eastman Com-
pany, Capt. Davis, W. .Thompson. A. J.
Gale, A. S. Croughton.
Stars Send Greetings
Cable messages of goodwill were re-
ceived during the evening from Norma
and Constance Talmadge, Marshall Nei-
lan, J. Schenck, Katherine MacDonald,
B. P. Schulberg, and Louis B. Mayer.
"Mother Eternal" Draws
Crowds at First Run at
Adams Theatre, Chicago
Another theatre' in Chicago's loop has
broken into the first run rank. It is the
Adams on Adams between State street
and Wabash avenue, which presented
Ivan Abramson's production "Mother
Eternal" as an Easter offering.
Progress Pictures Co. is responsible
for the innovation and paved the way
for a record-breaking business with an
extensive publicity campaign. The lobby
was given especial attention and a singer
prologued the feature with two special
numbers.
Baby Marie Osborne Star
In Latest Pathe Playlet
"Told at Twilight," starring • Baby
Marie Osborne, is the latest Pathe Play-
let in three reels re-edited from a picture
of feature length. It has been scheduled
for publication by Pathe the week
of April 30.
The offering is described as a comedy
of childhood and old age for all ages,
and is said to show Baby Marie at her
best, playing pranks with her little col-
ored boy companion. The cast includes
Henry King, director, who also directed
the" photoplay, Beatrice Van and Daniel
Gilfether.
"Wandering Boy" Booked
By First Run Ohio Houses
Three first run houses in Ohio, the Al-
len theatre, Cleveland; Lyric, Cincinnati,
and the Alhambra theatre at Toledo have
booked the Equity feature "Where is my
wandering boy tonight?" according to
Harry Charncs, distributor in the terri-
tory.
Issue Talmadge Revival
On May 20 Select exchanges will start
distribution of "The Forbidden City,"
one of the Selznick Norma Talmadge
reissues.
Will Fight "Leech"
Films to a Finish
Ince to Seek Action Against
Practices at National
Convention
Thomas H. Ince has determined to
carry forward aggressively his fight
against "leech pictures," and he will pre-
sent an indictment against those element;
of the industry which foster them, befon
the national convention of the Motion
Picture Theatre Owners of America a>
Washington.
Expect Exhibitor Cooperation
He has addressed a letter on the sub-
ject to the New York Theatre Owner;
Chamber of Commerce, and formal ac
tion against this form of piracy is ex
pected not only from the New Yori
organization but from the various ex
hibitor organizations throughout thi
country.
Letters and telegrams endorsing hi
move against those who exploit antiquat
ed, cheap imitations and inferior impor
tations on the strength of the success o
a big American production have reache<
Mr. Ince in great numbers.
Destroys Public Confidence
"It seems to me that this is a matter o
great importance to the exhibitor organ
izations of the country and that drasti
action against pirates should be one o
the most constructive moves the organ
ized exhibitor could make. When an
exhibitor deliberately shows an imita
tion of a big picture, and attempts there
by to mislead his patrons, he actuall
gold bricks the public, and he destroy
the confidence of that portion of tli
public in all motion picture theatres a
well as his own."
Contest Shows Paramount
Stars Popular in Braz
LET
OTHERS TALK!
we're modest
Tho Trade Has Spoken.
THEY ALL AGREE, MR. EXHIBITOR!
You can't go wrong on "BLAZE AWAY."
Harrisons
Reports:
MovingPicture
World:
Motion Picture
News:
Trade Review:
Exhibitors
Herald:
A WESTERN THAT IS ABOVE THE AVERAGE. "BLAZE AWAY"
should please all lovers of HEART- 1NTERESTFUL Westerns.
"BLAZE AWAY," starring "Big Boy" Williams, is among the BEST
and MOST INTERESTING productions released in the open market
this season.
IT CARRIES THE SPECTATOR ALONG THROUGH ITS HUMAN
INTEREST ELEMENT and its DRAMATIC PUNCH.
"BLAZE AWAY" IS A WINNER! NO STATE RIGHT BUYER
SHOULD FAIL TO SEE IT.
A CLEAN WESTERN DRAMA, FULL OF ACTION and THRILLS.
Good, clear photography, well chosen locations and a LOGICAL
CONTINUITY.
"BLAZE AWAY" IS A 100 - PRODUCTION FROM EVERY ANGLE!
Distributed to the independent market by
WATCH the "BIG BOY"
WILLIAMS SERIES
Produced by Frederick Herbat Production*
EiLQRENZCiirE
135 WEST 44TH STREET
NEW YORK CITY
Directed by W. Hughes Currnn
Paramount prestige in Brazil h;
shown a great increase during the la
year, as indicated by a popularity cot
test being conducted by Paratodos,
leading weekly motion picture public,
tion. Reports of the results of th
eighth week of the contests which a
being held to determine the most pop
lar actor and actress, the best liked pr<
duction shown in Brazil recently, ai
the most popular brand of picturi
have shown sweeping victories for Par
mount, according to E. E. Shatter, c
rector of the foreign department
Famous Players-Lasky Corporation.
Gloria Swanson and Thomas Meighi
are the favorites in their respective (
visions, leading all others by wide ma
gins.
Two Reel Western Series
To Be Published by Patl
Elmer Pearson, general manager
Pathe Exchange, announces that, in
program for increased and a wide \
riety of short subjects, Pathe will add
new scries of specially prepared tw
reel Western features to its weekly pi
lications — the "Santa Fe Mac" stor
featuring Leo D. Maloney.
Pathe is enthusiastic over the n
product, the first of which was rcccn
shown at the home office.
pril 29, 1922
EXHIBITORS HERALD
73
AY ALLISON, who will be featured
with her husband, Robert Ellis, in a
>eries of photoplays to be made in
Porto Rico by Edward A. MacManus,
to be distributed by Associated Ex-
hibitors through Pathe. The entire
company sailed April 13.
fughes Editing New
Goldwyn Production
Remember" Chosen as Title
of Film Written and
Directed by Author
Remember" is the definite title chosen
r Goldwyn'^ new Rupert Hughes photo-
ly, formerly called "Remembrance."
r. Hughes not only wrote the scenario
d prepared the continuity for this pic-
re but directed the photographing of
e scenes. The picture, which is for
er publication, is now in the final stages
editing and titling under the immedi-
: supervision of Mr. Hughes.
Hughes Chose Cast
•Goldwyn states that it has given Mr.
ughes a free hand in the making of the
otoplay, even his vote on the individual
:mbers of the cast prevailing. The re-
It is said to be another Hughes master-
?ce. The cast includes such persons as
aude Gillingwater, Kate Lester, Patsy
ith Miller and Cullen Landis in the
ding roles. Others are Nell Craig,
^na Todd, Richard Tucker. Esther
Iston, Arthur Trimble, Lucille Rick-
i, Max Davidson, William Carroll and
'len Hayword.
The story unfolded in "Remember" is
the genre of "The Old Nest," a story
•.average human beings in everyday life
an average community. It is said to
'ibrace Mr. Hughes' sympathy and un-
' standing for his fellow human beings
■i his peculiar gift for presenting his
aracters vividly and sympathetically.
Is "Father" Story
Mr. Hughes tells father's side of the
>ry in this picture as he did the
nhers in "The Old Nest"— father, who
ves his life away at his store in a
c u m,d-western town to give his
nsh wife and children evervthing thev
mt.
Educational Announces Acquisition of
Series of Sherlock Holmes Pictures
Educational Film Exchanges, Inc., will
begin some time in May to publish a
series of twelve short reel features from
the popular Sherlock Holmes stones by
Sir Arthur Conan Doyle.
This series of pictures, each in two.
reels, will be known as "The Adventures
of Sherlock Holmes." Each will be a
complete story and a complete short fea-
ture in itself. They were made in Eng-
land by Stoll: are enacted in locations in
and about which Conan Doyle wrote, and
are played by English actors.
Norwood as the Detective
Eille Norwood portrays the role of
Sherlock Holmes, the detective. Herbert
Willis takes the part of his bosom friend.
Dr. Watson, the character that is second
only in popularity to that of the great
detective himself. The pictures were di-
rected by Maurice Elvey.
The publication of "The Adventures of
Sherlock Holmes" begins at a particu-
larly opportune time, since the author of
these famous stories is now in the United
States on a lecture tour, which will at-
tract added interest to his works.
Stories Are Syndicated
Exhibitors showing these short fea-
tures also will derive help through the
stories now being printed in sixty-three
newspapers all over the country. The
McClure Newspaper Syndicate is sup-
plying these papers with a series of
thirty-seven of the Sherlock Holmes tales,
which are run one a week, thereby re-
quiring thirty-seven weeks to complete
the series. The millions of readers of
these newspapers will be particularly in-
terested in the works of Conan Doyle
during this period.
The stories on which Educational's
new short features have been built are
among the thirty- seven stories now being
syndicated by the McClure Syndicate.
"Devil's Foot" Is First
The first picture of the series will be
"The Devil's Foot." Others in the series
are: "The Dying Detective," "A Case of
Identitv." "A Scandal in Bohemia," "The
Noble Bachelor." "The Yellow Face."
"The Redheaded League," "The Copper
Beeches." "The Empty House," "The
Tiger of San Pedro," "The Priory
School" and "The Solitary Cyclist."
Educational is preparing many helps
for the exhibitor in connection with these
short features, among the first of which
will be advertisements in The Saturday
Evening Post.
Contracts Renewed for
Prizma Short Subjects
Renewal of contracts for handling
Prizma color short subjects for the ensu-
ing year has been completed between
Prizma and Incorporated and Common-
wealth Film Corporation, New York; Nu-
Art Pictures Corporation, Buffalo; Co-op-
erative Film Exchange, San Francisco;
Specialty Film Company. Dallas; F. &
R. Film Company, Inc., Minneapolis and
Motion Picture Corporation. Boston.
Eighth Week at Criterion
"The Loves of Pharaoh," the Para-
mount feature produced by Ernest Lu-
bitsch and featuring Emil Tannings, has
entered upon the eighth week of its en-
gagement at the New York Criterion the-
atre.
"Ten Nights In a Barroom" Opens to
Big Business in Chicago and Toledo
Capacity crowds greeted "Ten Nights
in a Barroom," the Arrow special, at its
Easter premieres in both Chicago and
Toledo.
This picture which, according to Ar-
row, has been breaking records through
the East, ran true to form and repeated
in both Barbee's Loop theatre in Chicago
and the Alhambra in Toledo the business
it has done elsewhere. Despite the fact
that it was Easter Sunday the houses
were crowded at each performance.
Use Special Advertising
In Chicago the picture played at Bar-
bee's Loop and special advertising and
exploitation heralded the coming of the
attraction to the Chicago fans. Progress
Pictures Company, which is distributing
"Ten Nights" in the Illinois territory,
used the billboards to good advantage
and also window cards and oil paintings.
A special lobby display covering the
entire front of the theatre was built to
represent the big log jam scene in the
picture and the newspapers were used for
advertising. This advertising was not ex-
cessive but effective. The best possible
use was made of the space employed and
the advertisements were so arranged as
to dominate the pages.
Given Ample Publicity
Good publicity was obtained and Sun-
day's Tribune tarried reference to "Ten
Nights" in its editorial columns. All of
the papers, in fact, devoted considerable
space to the coming of the picture and
the result was that Frank Zambreno of
Progress and Mr. Barbee both wore
"the well known smile that won't come
off."
In Toledo the Alhambra in the face of
strong competition played to capacity.
The same kind of an ad\ ertising cam-
paign was used there as in Chicago and
according to all indications the picture
is due to hang up a new record in both
cities.
Four Territories Take
Shorty Hamilton Films
Four territories have purchased the
rights to the two-reel westerns featuring
Shorty Hamilton which McGovern &
Egler are distributing. Handling the pic-
tures are: H. C. Simeral & Company of
Pittsburgh for western Pennsylvania and
West Virginia, Federated Film Exchange
of Kansas City for Kansas and western
Missouri, Screen Art Pictures of Phila-
delphia for eastern Penns3rlvania and
southern New Jersey, and Federated Film
Exchange of Omaha for Iowa and Ne-
braska.
New Stories for Prevost
Marie Provost will star in two new
Universal vehicles for Summer publica-
tion; "Never Mind Tomorrow," and "The
Bob Cat."
74
EXHIBITORS HERALD
April 29; 1922
ELAINE HAMMERSTEIN, Selznick's "the star without a failure," in a scene from
her new feature, "Evidence."
Normalcy Point Almost Reached Says
C. C. Burr of Affiliated Distributors
C. C. Burr, president of the Affiliated
Distributors, Inc., believes that not only
has the low water mark of depression
been reached in the motion picture in-
dustry, but that the tide of prosperity
has risen to almost its normal level. By
normal level, however, he does not mean
the high water mark reached during and
immediately after the war, but the point
of normalcy where the industry might
be said to have left off before the extra-
ordinary conditions of the past few years.
"From that point of view," said Mr.
Burr, "we should really begin to reckon
progress. If a man is making progress
in any given line, gradually increasing
his earnings and his savings, and sudden-
ly a rich uncle dies and leaves him a
fortune which he immediately begins to
spend, that fortune cannot rightly be
called a part of his normal progress.
Should he dissipate his fortune he must
return to where he was before its receipt,
and count his steps from there.
Production on Increase
"So it is with the motion picture in-
dustry. It was making splendid progress
strictly on its merits, when a world cata-
clysm threw a fortune in its way. That
fortune is now gone, and the industry
must begin again at the point just be-
fore the windfall occurred. The pro-
duction of pictures has vastly increased
during the past few months. This in-
crease is particularly notable in the in-
dependent field, but old line producers
established distribution have greatly in-
creased production.
Demand Exceeds Supply
"Everyone now realizes that there is
an actual shortage of good film on the
market. The demand has finally out-
stripped the supply. I realized that this
was bound to happen as far back as last
summer.
"Banking my belief on what I felt was
inevitable, I prepared to go after a share
of excess of demand over normal supply
I made 'Burn 'Em Up Barnes' starring
Johnny Hints when it looked as if there
wasn't a chance to squeeze in another
independent production. That was less
than six months ago, yet every single
territory has been sold on the picture.
"I planned the Edwin Carewe special
'I Am The Law,' which has just been
completed and already the entire foreign
rights and the rights to six territories
in the United States have been disposed
of, and I haven't even given the buyers
a look at the print.
"My plans call for several more inde-
pendent productions, and I have even
gone so far as to take over the Glendale
Studio on Long Island for my own use."
Exhibitors Shopping Says Fineman
Motion picture shopping is now the
favorite pastime of exhibitors throughout
the country, says B. F. Fineman, presi-
dent of Edwin Carewe Productions, Inc.,
who has just returned to New York from
Los Angeles with a print of the Edwin
Carewe independent special "I Am The
Law."
"The period of readjustment in the
picture industry through which we have
just passed," he says, "has been a mighty
good thing for the producer who honest-
ly believes in making real pictures, for
his product now stands a much better
chance to get what it is really worth
than even during the inflated period of
the war. While business was rushing
the theatre patron had no occasion to
use discrimination in the selection of his
entertainment. This relieved the exhib-
itors from the necessity of exercising
discrimination in providing their enter-
tainment.
"Readjustment has changed this. Re-
duced wages has forced the patron to
curtail his allowance for entertainment.
The result is that he is more careful now
to see that none of his allowance is
wasted on inferior amusement. This has
compelled the exhibitors in his town to
do likewise."
"Sheik of Araby" to Be
Published by R-C May 15
"The Sheik of Araby," a revival of H.
B. Warner's feature, "The Man Who
Turned White," will be published by R-C
Pictures May 15. Arrangements have
been made with a publisher to publish a
song of the same name, which, it is stated,
will give wide exploitation to the film.
1,500 at Preview of
"Reported Missing"
Selznick Officials Are Elated
Over Reception Accorded
Moore Special
More than 1,500 guests were present
at a private showing of the Owen Moore
production "Reported Missing" at the
Ritz Carlton Hotel, New York. The
event followed a series of previews of
the film for the purpose of gaining first
hand knowledge of the reception which
would be accorded the picture when it
was published in its final form.
Arrange Early Showing
As a result of the enthusiasm with
which the production has been received
at these advance showings it is predicted
by Selznick officials that the film will
stand out as one of the big attraction"
of the year. Arrangements are now be-
ing made for the Broadway premiere o!
the production and immediately there-
after it will be given a special showing
in the larger cities throughout the coun-
try- . . .
More than 2,000 invitations were is-
sued for the affair at the Ritz Carlton anc
the large attendance necessitated run
ning of the feature twice in order thai
all who came might see it.
Is in Seven Reels
Tom Wilson, in the role of a blacl
face has an important part in the pic
ture which is in seven reels. The pro
duction is said to have a strong humor
ous vein with Moore in a role in whicl
he is especially effective. The receptioi
which has been given the film at thes>
showings is confirmation in the opinio]
of Myron Selznick of his belief tha
"Reported Missing" will prove a stroni
box office attraction.
Big Special on Fox
List for Next Fal
Official Believes "The Tow
That God Forgot" Excels
"Over the Hill"
Among the special productions to I
issued by Fox Film Corporation ne
season is another "family picture" th
William Fox believes excels "Over tl
Hill." The new picture is titled "Tl
Town That Forgot God" and is said
be another human interest story of gre
appeal. It was directed by Harry M
lardc, who made "Over the Hill."
Points Many Lessons
Hypocrisy, neglect of spiritual thuu
"as ye sow, so shall ye reap," arc sor
of the lessons running through the stoi
It shows good folk what bad people c
be like, and the bad ones that they cai
carry on long in this world and not
caught.
Has Big Flood Scene
Eight months were spent by Millar
on the production at the New Yo
studios of Fox and at Fort Lee, N. J
where an entire village was built for t
flood scenes. The flood is said to f urn:
some of the biggest thrills ever shown
the screen. An entire village is wip
out by storm at night.
Bunny Grauer, a twelve-year-old I)1
has one of the leading roles in the p:
duction.
April 29, 1922
EXHIBITORS HERALD
75
©ME8T1AL
The Barton Console in the
CRYSTAL THEATRE, Chicago
Schaefer Bros, Owners
This magnificent Barton has paid for
itself long ago in the increased profits
it has made for the Crystal Theatre.
Barton Organs are so sturdily built
they virtually last as long as the
theatre itself, and earn dividends
many years after the cost has been
wiped off the books.
You Can't Dance to a Dirge!
Obviously not! Yet some exhibitors, skillful in other matters of
showmanship, expect equally impossible results from the music they
have in their theatres. Music for pictures, to be right, must be suit-
able to the action and temperament of the films. Because the Barton
Orchestral Organ supplies every kind of beautiful music, with com-
pletely satisfying volume and in variety that knows no end, it is con-
sidered by successful exhibitors to be the greatest permanent feature
in any theatre.
With the exclusive Barton Divided Manual, the Barton Organ is the
most versatile theatre organ ever built, regardless of cost. And it is
the lowest priced real theatre organ in the world.
You can own a Barton more easily than
you imagine — prices and terms meet you
more than half way — write for details.
BARTOLA MUSICAL INSTRUMENT CO
5 South Wabash Avenue, Chicago, 111.
76
EXHIBITORS HERALD
April 29, 1922
L
With the Procession in Los Angeles
By Harry Hammond Beall
HAVING straightened out his affairs
with the Rubaiyat to his entire satis-
faction Ferdinand Earle is making ready
to film "Faust."
* * *
Tom Geraghty, scenarist, and Mary
Pickford, a motion picture actress, both
celebrated birthdays recently. Mary loaned
Tom her cake, candles and all, but had to
requisition more candles in order to por-
tray truthfully his age.
* * *
Gloria Swanson is off to Europe for
eight weeks.
* * *
Los Angeles oldest studio, where Griffith
started making pictures for Biograph, is
now deserted, for the Preferred Pictures
Corporation making Katherine MacDonald
features, the company which last used it,
has moved bag and baggage to the Louis
Mayer studio where Ben Schulberg and
Louis Maver have combined forces.
* * *
Bert Lytell is returning west to start
work at Lasky's.
* * *
Will Rogers, it is reported, will also
trek westward to star in four features to
be made by H. O. Davis.
* * *
Pauline Frederick is a pilgrim Manhat-
tanwards with her new husband, Dr. C. A.
Rutherford. They plan to sail shortly for
London.
Col. W. N. Selig is now host to the Los
Angeles public on Saturday and Sunday
afternoons, demonstrating just how wild
animal thrillers are made at his well
stocked zoo.
* * *
B. Cory Kilvert, noted artist, is a late
addition to the art title staff at the Lasky
studio.
* *' *
Ben Turpi n has again felt the call of the
vaudeville footlights and will appear as a
variety headliner at Pantages this week.
* * *
Eva Novak is to follow her sister's lead
and produce on her own. She will make
pictures at the Fine Arts studio. E. L.
Butler and William R. Reed are her spon-
sors. She will make five reel mystery
plays.
* * *
Frances Marion is back at the United
studios getting the continuity ready for
Constance Talmadge's next feature, "East
is west."
* * *
Myron Selznick and his party have
arrived in Los Angeles to make pictures
at United Studios. The party includes
Elaine Hammerstein, Kathryn Perry,
Owen Moore, Niles Welch, James Dent,
production manager, and Joseph W.
Schleiff, assistant to Myron Selznick.
"Mike" Levee, president of United greeted
the easterners with a brass band at the
depot.
* * *
Hiram Abrams, LTnited Artists Prexy, is
here conferring with Doug, Mary and
Charlie regarding expansion of their re-
leasing program. H. T. Banzhoff is repre-
senting D. W. Griffith at the pow-wow.
* * *
Reve E. Houck, studio superintendent at
the Ince plant, is now a trustee of Culver
City, Cal., having won that honor at the
recent election in the municipality where
the Ince studio is situated.
Move Selznick Studio
Units to West Coast
In Three Special Cars
Two sleepers and a club diner were at-
tached to the Manhattan Limited, out of
New York, to carry the Selznick pro-
duction forces to Hollywood, Cal., where
Myron Selznick will make pictures in
the United Studios. Upon arriving in
Chicago the Selznick cars were switched
to the Santa Fe for the final lap of the
journey.
Myron Selznick took with him nearly
50 people, among the number being:
Elaine Hammerstein and mother, Owen
Moore and wife (Kathryn Perry), Niles
Welch and wife (Dell Boone), Victor
Heerman and wife (Sarah Y. Mason),
George Archainbaud and wife, of the
acting and directing staff; J. W. Schleiff,
assistant to Myron Selznick; James Dent,
studio manager; Edward J. Montague,
scenarioist ; Tamar Lane, publicist ; Harold
McCord and H. P. Bretherton, cutters;
Edward Sturgis, secretary to Owen
Moore; Herbert Sibrens. auditor; Jules
Cronjager and Bert Wilson, cameramen.
Betty Blythe to Star
In Bennett Pictures
Will Feature in Four Films
to Be Made Within Next
Twelve Months
Whitman Bennett has exercised his op-
tion and signed Betty Blythe, star o:
"Queen of Sheba" and other productions
to play the leading role in a series of
four or more special productions, which
will be made under his supervision dur-
ing the next twelve months.
Start Production May 30
The contract with Miss Blythe be-
comes effective May 1 and production of
the first of the pictures will be started
May 30. Channels through which the
films will be distributed have not yet
been decided upon.
According to Mr. Whitman he has ma-
terial for twenty pictures suitable for
Miss Blythe. The four selected will be
society dramas. Two of the subjects
have already been put into scenario form.
Plan Advertising Campaign
An elaborate advertising and publicity
campaign has been laid out by Mr. Ben-
nett to exploit the Betty Blythe starring
pictures. Miss Blythe's latest vehicle
"Fair Lady" it is stated, has been meet-
ing with hearty response in cities where
it has shown.
Andrews New Production
Manager for Stromberg
Del Andrews has resigned from the
Thomas H. Ince Studios to become pro-
duction manager for Hunt Stromberg.
Mr. Andrews has been associated with
Thomas H. Ince for nine years, serving
as film editor, continuity writer, produc-
tional consultant and director.
Lyman Broening and Steve Evans,
cameramen, have also been added to Hunt
Stromberg's staff. The cast is now being
selected for "Lowry from the Bowery,"
the second Bull Montana starring com-
edy.
First Pyramid Production
Booked at Cameo Theatre
Pyramid's first picture, "My Old Ken-
tucky Home," will be seen at the Cameo
theatre the week of April »>3rd. The story
is from an original by Anthony Paui
Kelly and will be the first of a series of
Ray C. Smallwood productions which
will be shown under the Pyramid banner
Sigrid Holmquist and Monte Blue are
the featured players, supported by Julia
Swayne Gordon, Frank Currier and
Arthur Carew.
OWEN MOORE and support in three scenes from his latest Selznick production, "Reported Missing." Pauline Garon, Nita
Naldi and Togo Yamamato are included in the cast.
\pril 29. 1922
EXHIBITORS HERALD
EASTMAN
POSITIVE FILM
\
Bears the words ' east man" "kodak"
— in black letters in the transparent film
margin, as a means of positive identification,
exactly as you see them in the section of
film reproduced above.
If you see these same words in white on a
black strip you have incontrovertible proof
that they were so printed by the finisher to
mislead, not stenciled by the manufacturer
to identify, and that the stock is not Eastman.
EASTMAN KODAK COMPANY
ROCHESTER, N. Y.
78
EXHIBITORS HERALD
April 29, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
Has No Fear of Radios
CHICAGO, ILL.— To the Editor: We
are inclined to believe that the impor-
tance of the radiophone as a competitor
of the theatre has been overestimated.
We cannot view it seriously in this light,
nor can we bring ourselves to believe
that it will operate to keep large numbers
of people away from the theatre.
Has the talking machine ever been
considered serious competition for the
theatre? How much theatrical patron-
age was lost to Bert Williams or Al
Jolson through the fact that nearly every
owner of a talking machine in the Umted
States has one or more records made by
one or the other of these famous enter-
tainers? ,
There are a score or more of motion
picture "fan" publications that carry in
every issue photographs of the celebri-
ties or the screen and Actionized synopses
of current film releases. Has anyone
ever suggested the idea that the publica-
tion of such material was hurting attend-
ance at the motion picture theatre?
Frankly we are amused at the gravity
with which certain gentlemen appear to
be viewing the radiophone. This re-
markable invention is, after all, merely
another means of publishing— and to our
way of thinking, publicity will always
remain the life-blood of the show bus-
iness. ,
We think it is good publicity for a
singer to broadcast his voice by means
of the radiophone. We believe all who
hear him by wireless will want to hear
him in person whenever the opportunity
presents itself. We believe the motion
picture "fan" magazines stimulate in-
terest in motion pictures and help bus-
iness at the theatres; and we think there
is no doubt that talking machine records
have been the means of popularizing
many an entertainer and improving his
box office appeal.
Long before there was any discussion
of the radiophone in connection with the
theatre, we installed a radio receiving
set as an attraction in one ol our theatres.
This was the first installation of the sort
in the United States as far as we know.
The theatre was our Palace, at Peoria,
111. The date was February 15, 1922.
The results have been satisfactory from
every standpoint. With best wishes —
Richard Robertson, advertising depart-
ment, Ascher Brothers Amusement En-
terprises, Chicago.
Not for Commercial Purposes
CHICAGO. 111.— To the Editor: I
think the radio telephone is a wonderful
invention but don't think it adaptable to
commercial purposes. We do not intend
installing any in our various theatres at
this time. — Pktkr J. Sciiakfer, Jones,
Linick & Schacfer Theatrical Enterprises,
Chicago, III.
Should Stimulate Business
CHICAGO, III.— To the Editor: The
radiophone or any form of amusement
to entertain a home gathering has no
competitive standpoint in regard to pub-
lic amusements. Home dances and gath-
erings rather stimulate the appetite for
FILM LAUGHS FROM
TOPICS TH& DAT
S ELECTED BY
TIMELY FILMS INC.
A scene from "The Pasteboard Crown." (Pathe)
clean, healthy public affairs. I conduct
a motion picture theatre and believe pic-
tures as they are now produced and the
promise of still further progress need no
side issue for attraction. — Maurice A.
Choyinskl, Newberry theatre, 856 No.
Clark street, Chicago.
Advises Junking Some Pictures
SCRANTON, KAS.— To the Editor:
The exhibitor is the goat. The producers
get out some motion pictures and instead
of junking them they are advertised to
be something wonderful. The salesman
comes to see you and tells what a won-
derful picture it is and of course, we gen-
erally bite, and we also get out some big
advertisements on these productions and
then the public is the goat.
The net result is poor business for the
exhibitor and also for the producers. My
opinion is that if the producers would
junk these kind of pictures instead of
fooling the public, they would be ahead
in the long run. There is some wonder-
ful advertising out on a new series, at
present. I noted in the Herald that this
picture was hissed and people walked out
as it was played in New York. Why
can't we get together and run pictures
that will get business instead of some-
thing that will kill the business? — L. G.
Isaacs, manager, Cozy theatre, Scranton,
Kansas.
Converted to Serials
CEDAR VALE, KAS.— To the Editor :
As a converted skeptic on serial pictures,
I feel it is my duty to say something
about the serial I am now using, "Hur-
ricane Hutch." It's the best tonic a box
office can have.
Up to the time I started this serial, I
had always said, "No serial for me! I
wouldn't give a dime for any of them."
Pathe's congenial, ruddy complected
salesman tried unceasingly to sell me
serials and when I say tried, I mean
tried. Oh boy! He would nail me in
my drug store after the show and talk
serial until I could have jumped in the
creek. Finally, "Red" (that's him) suc-
ceeded in getting my name on a contract
for Hutch. Now I can truthfully say
it's the best buy I ever made.
I was a hard boiled skeptic on serials
but thanks to the evangelistic tendencies
of "Red" Jones, I am a happy convert.
I might add that I am starting "White
Eagle" at the expiration of Hutch. I
have learned that a small town likes con-
tinued pictures as well as a large town.
Furthermore, I have always found "Red"
Jones a square shooter and we welcome
him at any time. — Bill Leonard, manager,
Mystic theatre, Cedar Vale, Kansas.
"Papa, will you buy me a drum?" asked
a little lad of his father.
"But, my boy," answered papa. "I am
afraid you will disturb me very much with
it."
"Oh, no, I won't," said the little chap
"I'll only play it when you're asleep."—
Toronto Evening Telegram.
*
"The hotel was so crowded I slept on :
billiard table."
"What did they charge you?"
"Oh, the regular rate— 80 cents an hour.
— New York Evening World.
*
Mrs. Peck — Do you know that you talk ii
your sleep, Henry?
Mr. Peck — Do you begrudge me thos
few words? — Tit Bits (London).
*
Ray — I haven't slept for days.
May — S'matter, old dear? Sick?
Ray — No, I sleep nights. — "Topics of th
Day" Films.
*
She (disgustedly) — You ought to slee
well.
He— Huh ?
She — You lie so easily. — Carnegie Pu(
pet.
*
Fresh — What was that noise I heard i
your room last night?
Soph — That was me falling asleep.-
Washington Sun Dodger.
tta
"Why, Tommy !" exclaimed the Sund«
school teacher. "Don't you say your prayei
every night before you go to bed?'
"Not any more," explained Tommy,
used to, though, when I had to sleep in
folding-bed." — Judge.
* J
"Mr. Smith, is your son a member of ai
secret fraternity?"
"He thinks he is, but he talks in r
sleep." — N. Y. Univ. Medley.
Harry Carey to Star in
Series of Big Photoplays
R-C Pictures Announct
Harry Carey, who was recently sign
by R-C Pictures will be starred in
series of big productions, says the coi
pany. It is planned to give him popul
stories providing plenty of thrills whi
will be produced on an elaborate bas
Robert Thornby, who directed Car
in "The Fox," will direct him in the n<
series.
Will Handle Polo Serial
The second sale of "Cap'n Kidd," Eddie
Polo's first independently-produced serial
has been made for physical distribution
throughout Eastern Pennsylvania and
Southern New Jersey to Ben Amsterdam
of the Masterpiece Film Attraction.
Kay-Bee to Handle Arrow
Photoplays in Wiscons
Arrow Film Corporation announces I
consummation of a contract with
Kay-Bee Distributing Company, h
Milwaukee, Walter A. Baier, preside
whereby the Baier organization secu
the state of Wisconsin the films "Back'
Yellow Jacket" and "A Motion to J-
journ," four Peter B. Kync productio ',
a new series of six five-reel products
starring Jack Hoxie; four feature prod •
tions, starring Neva Gerbcr; "The In -
cent Cheat," and "Chain Lightning."
\pril 29, 1922 EXHIBITORS HERALD 79
''What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this department.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read m the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me." EXHIBITORS HERALD, 417 S. Dearborn St. Chicago.
Associated Exhibitors
The Ruse of The Rattler, with J. P.
McGowan. — A dandy western that is dif-
ferent and received favorable remarks.
— F. W. Horrigan, McDonald theatre,
Philipsburg, Mont. — Mining Camp pa-
ronage.
They Shall Pay, with Lottie Pickford.
—Not a good compliment by patrons,
several said they did not care for it. —
j. L. Deady, Palace theatre, North Rose,
N'. Y. — Neighborhood patronage.
First National
Smilin' Through, with Norma Tal-
nadge. — The star at her very best. An
ibsolute clean-up. Patrons have seen it
n some cases four times. Had to hold
aver second week. Book this one and
give your patrons a real treat. Booked
ror seven days and played sixteen days.
Less newspaper space used on this fea-
:ure than any two-week picture. — H. B.
Watts, Strand theatre, Omaha, Neb. —
Transient patronage.
The Silent Call, with a special cast. —
It's a pippin and went over like one of
Babe Ruth's home runs. By all means
get it and put on a matinee for the
school kids. They'll do the rest. — F. W.
Horrigan, McDonald theatre, Philips-
burg, Mont. — Mining Camp patronage.
Tol'able David, with Richard Barthel-
mess. — Immensely enjoyed by all. Played
to good houses. — E. W. Werner, War-
wick theatre, Kansas City, Mo. — Neigh-
borhood patronage.
Hail The Woman, a Thomas H. Ince
production. — 100 percent clean-cut pic-
ture. Boost it rrore than anything you
ever ran before and don't be afraid to
charge. It will stand it. — Charles T.
Rook, Liberty theatre, Sayre, Okla. —
Neighborhood patronage.
R S. V. P., with Charles Ray.— Until
my patrons request it we show no more
Ray pictures at the Garfield after this
one. Business was poor. They did no'
know what the title meant and the eve-
ning following R. S. V. P. I had three
women tell me they did not come to see
it because they had taken a dislike to
Ray in his last two pictures. I saw
"Gas, Oil and Water" and it does not
show any promise of improvement in
star's pictures. — Chas. H. Ryan, Garfield
'heatre, 2844 Madison street, Chicago,
111. — General patronage.
The Child Thou Gavest Me, with a
special cast. — Child and father wonder-
ful. Had more comments on this than
any picture ever shown. — Abraham and
Breining, Hackett theatre, Port Gibson.
Miss.
Polly of the Follies, with Constance
Talmadge. — About the poorest thing she
has ever done. Not only is the picture
poor, but it has two reels of commercial
advertising, Jemima's Pancake Flour,
Gold Medal Flour, Chesterfield Cigar-
ettes, Ivory Soap, Fisk Tires, Vitallic
Varnishes, Between-the-Act Cigars and
about fifteen others. It looks very much
as though this picture was intended
purely for commercial advertisements,
as entertainment is entirely lacking. It
isn't very reasonable to suppose that all
these advertisements would appear in a
picture without someone getting paid.
The exhibitors are not getting paid. Who
are? On top of all these commercial
advertisements the picture is very, very
poor. Just take this advice, Brother
Exhibitor, see this picture before you
play or contract for it. Don't let their
glowing ads or salesmen talk you into
the picture. — O. V. Kelly, Majestic the-
atre, Reedburg, Wis.
Molly O, with Mabel Normand. — This
picture to me is the greatest disappoint-
ment I have experienced for some time.
The cast, to begin with, are all well se-
lected and do their parts right up to
expectations. The picture from produc-
tion angle is also good; that is to say,
the sets and scenes were lavish. How-
ever, there is a something about this
that cannot be explained, but it simply
fails to register. This picture put on at
regular admission prices would give gen-
eral satisfaction, but I charged raised
prices and received a lot of unfavorable
comments at the door as they passed out.
Business good first day, to poor second.
— W. H. Brenner, Cozy theatre, Win-
chester, Ind. — General patronage.
Dangerous Business, with Constance
Talmadge. — A good picture. — Adolph
Kohn, Pastime theatre, Granville, N. Y.
— Small town patronage.
Dangerous Business, with Constance
| A "Longer
Exhibition
Life" Film |
1 THE INSIDE OF THE |
I CUP (Paramount) a Cosmo- §
1 politan production. — Another |
I reason why the exhibition life j
1 of a picture should be length- j
1 ened, as per editorial by Mar- J
■ tin J. Quigley. Picture will jj
1 gain the confidence of your jj
I patrons and build your future I
■ in golden letters. "The Inside I
| of the Cup" brought out a |
jj crowd in a blinding thunder- j
■ storm. That's the kind of a j
1 picture it is. — CLARENCE |
1 W. LONGACHER, New Glar- j
1 us theatre, New Glarus, Wis. jj
Talmadge. — A knockout in six reels.
Hop on this one. Had them all talking
and sure had them all sitting up and
taking notice. Connie a good bet with
us. — J. W. Siebrand, New Grand theatre,
Northwood, N. D. — Neighborhood pa-
tronage.
My Boy, with Jackie Coogan. — On 5
reels. Everyone will be pleased with
it. I did not find one dissatisfied patron.
The child's acting is marvelous. Ran it
two days to good business. This one
made up for the poor business we did
on R. S. V. P.— Charles H. Rvan, Gar-
field theatre, 2844 Madison Street, Chi-
cago, 111. — General patronage.
Homespun Folks, a Thomas H. Ince
production. — This is not a knockout, but
it is a good New England rural melo-
drama with lots of laughs and chuckles.
Plot good and clean. Don't raise prices.
It will go over with liberal advertising.
I said, "Some exhibitors consider this
play to be one of the ten best of 1921
— Come and see what you think." I
don't think they thought it was one of
the ten best, but nevertheless it gener-
ally pleased. Ran comedy. Charged 30
and 15 cents regular prices. — Philip
Rand, Rex theatre, Salmon, Idaho.
Mamma's Affair, with Constance Tal-
madge.— Just fair. Not up to her stand-
ard.— Adolph Kohn, Pastime theatre,
Granville, N. Y. — Small town patronage.
A Small Town Idol, a Mack Sennett
production. — As a whole a very good
comedy, though it is slow in places.
Drew well on a bad night. — E. L. Franck.
Oasis theatre, Ajo, Ariz. — Neighborhood
patronage.
Jim The Penman, with Lionel Barrv-
more. — This is the last one of this star,
and glad of it. No good for small town.
— Olen Reynolds, Pearl theatre, Hymera,
Ind. — Small town patronage.
Bob Hampton of Placer, a Marshall
Neilan production. — This one proved to
be a good puller and pleased them all.
Two days to good business. — Peter
Krauth. Opera House, Denison, la. —
Neighborhood patronage.
Go and Get It, a Marshall Neilan pro-
duction.— This one is a little old, but
if vou want to. make them hold on to
their seats just book it and boost it. It
will get the money and please them all.
It is a real picture. — C. H. Simpson,
Princess theatre, Millen, Ga. — General
patronage.
A Splendid Hazard, an Allan Dwan
production. — The next to the poorest we
ever had. Another evening gone for
nothing. — Olen Reynolds, Pearl theatre.
Hymera, Ind. — Small town patronage.
Nomads of the North, with a special
cast. — A very good picture that pleased
and brought forth many favorable com-
ments.— Adolph Kohn. Pastime theatre,
Granville. N. Y. — Small town patronage.
The Mind the Paint Girl, with a spe-
cial cast. — Satisfactory picture. — Unique
80
EXHIBITORS HERALD
April 29, 1922
George Seigman and support in a scene from "Fools First," a new Marshall Neilan
production to be published as a First National attraction.
theatre, Bricelyn, Minn. — Neighborhood
patronage.
Heart o' the Hills, with Mary Pick-
lord.— A splendid feature. Pleased 80
per cent of my patrons. Should please
-almost any audience. A good story and
Marv Pickford is well liked by all the
children here. — Joseph F. Spangler,
Globe theatre, Beaver, Okla. — General
patronage.
Passion's Playground, with Katharine
MacDonald. — This may please a few
women. Also Anita Stewart in Harriet
and the Piper.— Olen Reynolds, Pearl
theatre, Hymera, Ind>— Small town pat-
ronage.
The Last of the Mohicans, a Maurice
Tourncur production. — This is a good
big production. Worked it with the
schools. I would not class its enter-
tainment value as far as my patrons are
■concerned as very good. — Adolph Kohn.
Pastime theatre, Granville, N. Y.— Small
town patronage.
The Sea Wolf, with a special cast-
Full of thrills, and somewhat brutal. As
far as we can remember it follows the
book pretty close. Seemed to please
most of them. Fine acting.— R. Ross
Riley, Wigwam theatre, Oberlin, Kan. —
General patronage.
The Leopard Woman, with Louise
Glaum. — It took seven reels to explain
to some man that she didn't intend hav-
ing him killed. Absolutely nothing to
it. This kind of picture makes you dis-
gusted with the business. — W. E. Elkin,
Temple theatre, Aberdeen, Miss. — Neigh-
borhood patronage.
The Yellow Typhoon, with Anita
Stewart.— Plays dual role to perfection
in this one. First National pictures are
not making money- for me. — P. G. Held,
Sterling theatre, Friamont, Neb.— Neigh-
borhood patronage.
Good References, with Constance Tal-
madge. — Good, but not as good as some
Constance has made. — Sudic I. Haney,
Liberty theatre, Des Moines, N. M. —
Small town patronage.
In Search of a Sinner.— A good pic-
ture, with many laughs. This star al-
wavs pleases here. — Adolph Kohn, Pas-
time theatre, Granville, N. Y. — Small
town patronage.
Fox
Thunderclap, with Mary Carr. — Plenty
of action in this melodrama. Mary
Carr pulls them in on the strength of
her work in Over the Hill. Has a won-
derful horse race. — Charles H. Ryan,
Ben Hur theatre. 306 and 308 S. Cicero
Ave., Chicago, 111. — General patronage.
Pardon My Nerve, with Charles Jones.
— As usual, Jones makes good. Besides
the picture carries a good story. Lov-
ers of light pictures may bank on this
one. — J. Carbonell, Monroe theatre, Key
West, Fla. — Neighborhood patronage.
Cinderella of the Hills, with Barbara
Bedford. — A very pleasing picture. 100
per cent entertainment. Well worth
showing anywhere. — L u n a theatre,
Brooklyn, N. Y. — Neighborhood patron-
age.
Iron to Gold, with Dustin Farnuni. —
Good, but not the picture The Primal
Law was. Five reels of fair entertain-
ment.— Olen Reynolds, Pearl theatre,
Hymera, Ind — Small town patronage.
Trailin', with Tom Mix. — This one is
like all the rest of Tom's pictures; good.
In fact I have never had a bad Tom Mix
SHOWMEN writing
reports for this de-
partment contribute
priceless paragraphs to
the business history of
the motion picture —
"The Box Office Rec-
ord"— the only infallible
index to paying pictures
a v a i la b 1 e to every
booker of films.
picture. — C. H. Simpson, Princess the-
atre, Millen, Ga. — General patronage.
The Primal Law, with Dustin Farnuni.
— Do not know why, but this picture
did not near make expenses. Certainly
no fault of the star and story, for both
are most excellent. The star is not
known here. The kid in this ought to
draw a full house, let alone the matchless
work of Dustin, but some way in my
town a really deep, good picture that
appeals to the innermost in one does not
get by here.* My crowd want scrappin'
and if I don't get exciting ones 1 am
blowed up for receipts. I would call
this picture A No. 1 from a personal
standpoint. — Mrs. W. H. Heifer, Itasca
theatre, Alice, Tex. — Small town patron-
age.
The One Man Trail, with Charles
Jones. — This is one of Jones' best. A
real treat in pictures. With Hall Room
Boys comedy made a fine program and
pleased all.— E. S. Beynon, Cozy theatre.
Lake Crystal, Minn. — Neighborhood pat-
ronage.
The Road Demon, with Tom Mix.—
Oh you Tom Mix! He's a ridin' son-oi-
a-gun. He can ride on two wheels or
four. It makes no difference to Tom
Mix. 1 He gets there. He even has to
put his car in the cellar to keep it from
running things down. There's more
action in the first reel than there is in
many plays altogether. Oh you Tom
Mix! A Ridin' Romeo is another one oi
his good ones. — Jac Blasihke, Wapato
theatre, Wapato, Wash.— General pat-
ronage.
Chasing the Moon, with Tom Mix —
Another good Mix picture. One that
caused lots of laughter. — Adolph Kohn.
Pastime theatre, Granville, N. Y.— Small
town patronage.
Over the Hill, with a special cast.—
Truly all that has been said of it. Two
days at 25 and 50 cents.— Olen Reynolds.
Pearl theatre. Hymera, Ind.— Small town
patronage.
The Deadline, with George Walsh —
Too much killing in this picture. Not
<>ood for children to see. The little girl
and dog are great. Good business —
\ J. Steggall, Opera House, Fayette
la.
Any Wife, with Pearl White— Drev
well for two nights and they liked it, bli-
the sooner Pearl gets back to serials tin
better.— Luna theatre, Brooklyn, K Y-
Neighborhood patronage.
Little Miss Smiles, with Shirley Ma
son.— Excellent picture which enjoyec
good business— William Noble. Rialti
theatre. Oklahoma City, Okla— Genera
patronage.
His Greatest Sacrifice, with Williar,
Farnuni.— Extra good picture. Please
100 per cent.— E. M. Rhodes. Electn
theatre, Knob Noster, Mo.— Neighboi
hood patronage.
Beyond Price, with Pearl White-
good picture— Adolph Kohn, Pastim
theatre, Granville, N. Y. — Small tou
patronage.
The Shark, with George Walsh.— To
much drunken sailor stuff. Nothing el.
vating in this picture. Might suit son-
crowds but not here.— C. H. Thoma
Community theatre, Galva, la.— Sma
town patronage.
Bar Nothin', with Charles Jones-
sure like to compliment an actor win
they deserve it and this lad sure doc
Mv patrons do not know him well, bt
I "feel confident that as soon as tn<
see him a time or two he will tag prcti
close to Mix on stacking up box oftii
receipts. This story is good and a
serves a lot of noise about its merit
Talk up the desert scene. Jones is po^
pril 29, 1922
EXHIBITORS HERALD
81
vely great in his work in this part. —
Irs. W. H. Kelfer, Itasca theatre, Alice,
ex. — Small town patronage.
The Rough Diamond, with Tom Mix.
-This is a five reel comedy and we liked
the best of his latest, including Sky
igh. — Olen Reynolds, Pearl theatre,
ymera, Ind. — Small town patronage.
Queenie, with Shirley Mason. — A good
cture. — Adolph Kohn, Pastime theatre,
ranville, N. Y. — Small town patronage.
Evangeline, with Miriam Cooper. —
ot the school children out. Good pic-
re. — Auditorium Company, Carleton,
eb. — Small town patronage.
Little Miss Smiles, with Shirley Ma-
■n. — This is very good and came as
ar to pleasing all who saw it as a pro-
am picture can. Comments were all
ry favorable. — Adolph Kohn, Pastime
eatre, Granville, N. Y. — Small town
tronage.
Goldwyn
Come on Over, with Colleen Moore. —
he wit of the Irish delightfully pic-
red. Strictly a family picture. In
ish neighborhoods they should flock
see it. — Charles H. Ryan, Ben Hur
eatre, 306 and 308 S. Cicero Ave., Chi-
'go, 111. — General patronage.
The Night Rose, with a special cast. —
y patrons liked this fine. Do not see
hy the N. Y. censor kicked on this one.
rew fair for Lent. — C. E. Williams,
irk theatre, Omaha, Neb. — Neighbor-
ed patronage.
The Glorious Fool, with Helene Chad-
ck and Richard Dix. — Picture pleased
d enjoyed good business. — William
oble, Empress theatre, Oklahoma City,
kla. — General patronage.
Dangerous Curve Ahead, with a spe-
ll cast. — I consider this to be one of
e best pictures that we have played
is year. We played this one at ad-
nce prices with not a single kick. You
nnot go wrong on this one. — W. G.
uskin, Opera House, Greensboro, Ala.
Neighborhood patrona-ge.
The Ace of Hearts, with a special cast.
Like most of Morris Stone's it inter-
ts and holds the attention to the end.
in recommend this production as first
tss entertainment to any kind of audi-
ce. — O. H. Southworth, Opera House,
lams, N. Y. — Neighborhood patron-
fe.
The Night Rose, with a special cast. —
picture of the underworld. Did not
ake me any friends. Rated Class D.
50 high. — Peter Krauth, Opera House,
enison, la. — Neighborhood patronage.
The Great Redeemer, with a special
st. — An A No. 1 picture. Acting fine,
"Box Office
Records in
The Making |
LURING LIPS (Universal) j
with Edith Roberts. Acting I
I on the advice given by ex- (
| hibitors in "The Box Office |
Record" I booked this picture 1
and found it to be a mighty 1
| good piece of work. An ex- §§
cellent program picture. — L. 1
! R. MOORE, Roma theatre, §
| Columbus Grove, O.
photography excellent. In the direction
it has those touches that make a pic-
ture. Pleased audience, though they
were few. Xo fault of picture. M. E
Church across the street had musical
concert on same night. Intend to re-
book it at request of minister of town.' —
C. B. Clark, Iris theatre, Pacific Grove,
Cal. — General patronage.
The Penalty, with Lon Chaney. — Lon
Chaney is a wonderful actor. Picture a
little gruesome in places. Although a
very impossible story, it held the interest
well. Goldwyn service runs fine, but
can't do business with it. — L. R. Moore.
Roma theatre, Columbus Grove, O. —
Small town patronage.
Toby's Bow, with Tom Moore. — Heard
no kicks on this so I guess they thought
it O.K. I did not see it personally. —
A. C. Betts, Powers theatre. Red Creek,
N. Y. — Neighborhood patronage.
Madame X, with Pauline Frederick. —
It paid us to go back and pick this up at
a reasonable rental, showing it on a
night when we would otherwise have
been dark. If we had more pictures
like Madame X we wouldn't have dark
nights. — E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
Bunty Pulls the Strings, with a special
cast. — What a relief to see this type of
picture for a change. Although I don't
believe the picture pleased over 75 per-
cent, I consider it to be beneficial at
this time to show pictures of this sort:
so sweet, so clean. — L. R. Moore, Roma
theatre. Columbus Grove, O. — Small
town patronage.
The Highest Bidder, with Madge Ken-
nedy.— Fair picture. — R. R. Gribble.
Grand theatre. New Hamburg, Ont.,
Can.
The Loves of Letty, with Pauline
Frederick. — Just a fair picture. Good
moral lesson to it. though. — A. C. Betts,
Powers theatre. Red Creek, N. Y. —
Neighborhood patronage.
The Tale of Two Worlds, with a spe-
cial cast. — This picture pleased the men
but was too melodramatic for the wom-
en. An interesting story, well acted.
Photography and settings could not be
improved upon. — W. J. Powell. Lonet
theatre, Wellington, O. — Small town
patronage.
The Old Nest, with a special cast. —
They came through the rain to see it.
Wonderful. Book it. You will never
run a picture that will please your pa-
trons better. — E. M. Rhodes. Electric
theatre. Knob Noster, Mo. — Neighbor-
hood patronage.
The Cup of Fury, with a special cast.
— This is a fine picture. — A. C. Betts,
Powers theatre, Red Creek, N. Y. —
Neighborhood patronage.
The Penalty, with Lon Chaney. — Fine
picture with good acting. — R. R. Grib-
ble, Grand theatre, New Hamburg, Ont.,
Can.
An Unwilling Hero, with Will Rogers.
— A good comedy drama that pleased my
patrons. Not many comments, but such
as were made were favorable. — W. J.
Powell, Lonet theatre, Wellington, O. —
Small town patronage.
Pinto, with Mabel Normand. — Good.
Patrons liked it. Star . seems to take
here. — A. C. Betts, Powers theatre, Red
Creek, N. Y. — Neighborhood patronage.
Officer 666, with Tom Moore. — Good
comedy. — R. R. Gribble, Grand theatre.
New Hamburg, Ont., Can.
Hodkinson
The Dwelling Place of Light, with a
special cast. — Wouldn't want anything
better. Pleased 100 per cent. You
illllBlfflHMMlilllilllim
1 Pictures You |
1 Will Be Glad f
You Ran
1.
The Inside of the Cup.
a
2.
Behold My Wife.
3.
The Old Nest.
4.
Black Beauty.
5.
Lying Lips.
6.
Humoresque.
7.
Isobel (Trail's End).
8.
Once to Every
Woman.
9.
The Mark of Zorro.
10.
Outside the Law.
W. J. POWELL,
Lonet theatre,
Wellington, O. ■
should invite the directors of any big
concern to see it. Then they will have
something to think about, trying to keep
the working people under their feet.
Don't be afraid to run it in any small
town. They'll all like it. — A. E. Rog-
ers, Temple theatre, Dexter, N. Y. —
Neighborhood patronage.
The Man of the Forest, with a special
cast. — Like all Zane Grey's, it's a good
puller and will satisfy any audience. I
consider it the best of Zane Grey's pic-
tures.— F. Hejtmanek, Opera House,
Clarkson, Neb. — Small town patronage.
The Light in the Clearing, with a spe-
cial cast. — Not a very good story. Rov-
ing Kate, as a crazy, overdid her part. —
J. E. Higgins, Majestic theatre, Cullom,
111. — Neighborhood patronage.
The Man of the Forest, with a special
cast. — About the biggest joke ever. It
would have been a fair modern western
if you had not read the book, but if you
had, it was certainly a farce. Charac-
ters all mixed up, hero dressed up school
boy, and story not at all like bcok. Bet
Zane Grey would not know his brain
child without the label. Why do they
do such things to- a perfectly good story?
—Ross Riley, Wigwam theatre. Oberlin,
Kans. — General patronage.
King Spruce, with Mitchell Lewis-
Class B. Pleased all who like strong
plays. Star did not take with society
women as was to be expected. Plot
good, scenery splendid, forest fire inter-
esting. There are much better north
woods dramas than this, but if booked
there is nothing to worry about. I
charged 35 and 15 cents. "This feature
ended business for March, which, though
very poor, was a shade better than for
February.— Philip Rand, Rex theatre,
Salmon, Idaho.
The Harvest Moon, with Doris Ken-
yon.— Just a fair picture. Many did not
care for the story.— J. E. Higgins, Ma-
jestic theatre, Cullom, 111— Neighborhood
patronage.
The Kentucky Colonel, with a special
cast. — This is a very good picture and
pleased about 80 per cent from what I
hear. Drew fairly well. All Hodkin-
son pictures are good so far and well
liked here. — A. E. Rogers, Temple the-
atre. Dexter, N. Y. — Neighborhood pat-
ronage.
The Light in the Clearing, with a spe-
82
EXHIBITORS HERALD
April 29, 192,
cial cast. — This production is above the
average and gave good satisfaction. It's
clean and has a good story to start with.
Play it. — F. Hejtmanek, Opera House,
Clarkson, Neb. — Small town patronage.
King Spruce, with Mitchell Lewis. —
Good story but very poorly directed.
Was very hard to follow and Mitchell
Lewis so ugly he hurt one's eyes. Poor
business.— A. N. Miles, Eminence the-
atre, Eminence, Ky. — Small town patron-
age.
Down Home, an Irvin Willatt produc-
tion.— This is an old picture and pretty
good. The fight scenes the ladies don't
like, but the men thought it was fine.
Pleased about 70 per cent and the title
drew well. — A. E. Rogers, Temple the-
atre, Dexter, N. Y. — Neighborhood pat-
ronage.
The Breaking Point, with Bessie Bar-
riscale. — A good drama. It satisfied our
audience. — F. Hejtmanek, Opera House,
Clarkson, Neb. — Small town patronage.
Metro
Turn to the Right, a Rex Ingram pro-
duction.— Excellent picture. The pic-
ture did a week's good business, due par-
tially to extensive newspaper articles
and advertising, which aided in the ex-
ploitation of the production. — William
Noble, Criterion theatre, Oklahoma City,
Okla. — General patronage.
The Golden Gift, with Alice Lake.—
A picture that holds interest and is pro-
duced with a very capable cast. Alice
Lake is improving and it seems to me
that this star should reach the heights
that Norma Talmadge has if properly
directed and not over directed. I have
this to say in criticism of Alice Lake's
acting; she looks too serious and should,
when the part demands it, put in a more
care free air and I am sure she will be a
wonderful success. — W. H. Brenner,
Cozy theatre, Winchester, Ind. — General
patronage.
Little Eva Ascends, with Gareth
Hughes. — In my judgment the Herald
stepped on the soft pedal when they re-
viewed this picture, as it proved to be
better entertainment than they promised
for it. The story is based on "Uncle
Tom's Cabin" and Hughes works some
fine comedy out of a rather weak part.
The cast is good throughout and direc-
tion excellent with an unexpected twist
at the finish that is delightful. If your
audience is partial to that old "triangle"
bunk or the "neglected wife" stuff they
may yawn through this one, but it's the
kind of entertainment us country folks
like and don't let them kid you into be-
lieving it isn't. Better get this while it
is fresh and give your audience a de-
lightful evening. Second night double
the first. — J. C. Jenkins, Auditorium the-
atre, Neligh, Neb. — General patronage.
Glass Houses, with Viola Dana. — Ex-
cellent picture. Fine business with this
production. — William Noble, Criterion
theatre, Oklahoma City, Okla. — General
patronage.
Paramount
The Green Temptation, with Betty
Conipson. — Should be classified as a spe-
cial, as it is much better than many so-
called super-specials. It is a real gem.
Book it and treat your patrons. — J. Car-
bonell, Monroe theatre, Key West, Fla. —
Neighborhood patronage.
Ladies Must Live, with Betty Comp-
son. — Good. Not one kick. Pleased
about 85 per cent. Star's work may be
recommended. — Luna theatre, Brooklyn,
N. Y. — Neighborhood patronage.
Moran of the Lady Letty, with Doro-
thy Dalton and Rodolph Valentino. —
Opened up to big business first half of
week, but Valentino in this role does
not appeal to the ladies. — J. K. Johnson,
Rialto theatre, Omaha, Neb. — Transient
patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — We ran this picture
first on Jan. 9-10. Broke the house rec-
ord of seven years on the second day.
We ran it again April 3. Rain at night
and turned about two hundred people
away who could not get in. We have
rebooked it again for April 22. I con-
sider it a wonderful record. Rebook it.
men; it's there. You won't lose. — W. G.
Sturdivant, Hoyburn theatre, Evanston,
111. — Neighborhood patronage.
The Little Minister, with Betty Comp-
son. — Another 100 per cent Paramount
picture, pleases all and is a good box
office attraction. — F. W. Horrigan, Mc-
Donald theatre, Philipsburg, Mont-
Mining camp patronage.
Miss Lulu Bett, with a special cast
— A very pleasing production. Did no
draw for me very well, even with hell
of school. — Clarence W. Longacher, Nev
Glarus theatre, New Glarus, Wis.— Tran
sient patronage.
The Sheik, with Rodolph Valentin,
and Agnes Ayres.— I can only add nr
O. K. to those already published in Th
Herald. As a box office attraction it i
m a class by itself, and while it does no
carry the kick of the book, the photog
raphy and the work of the cast make al
criticism favorable.— E. L. Franck Oasi
theatre, Ajo, Ariz.— Neighborhood pat
ronage.
The Sheik, with Rodolph Valentin
and Agnes Ayres.— A picture as popula
and big as the desert itself and Oh, Be,
how the women rave over Valentine
Biggest business in months at advance
prices— J. W. Siebrand, New Grand th<
atre, Northwood, N. D.— Neighborhoo
patronage.
Exit the Vamp, with Ethel Clayton.-
Just an average picture. Received favoi
ably by majority. Good attendance.-
E. W. Werner, Warwick theatre, Kar
sas City, Mo.— Neighborhood patronage
The Whistle, with William S. Hart.-
Excellent picture which pleased a goo
business.— William Noble, Isis theatr.
Oklahoma City, Okla.— General patror
age.
The Lane That Had No Turning, wit
Agnes Ayres. — Just a fair program pii
ture. About 65 per cent audience pit
ture. — J. K. Johnson, Rialto theatr
Omaha, Neb. — Transient patronage.
The Sheik, with Rodolph Valentir
and Agnes Ayres.— The greatest box o
fice attraction ever run in this theatr
Every theatre, large or small, should n
this picture. It will get the money. Pi
ture run seven days in town previous
one showing and still we cleaned up (
't. — J- T. Flaherty, Jr., Oaklawn theatt.
Danville, 111. — Neighborhood patronag
The Sheik, with Rodolph Valentii
and Agnes Ayres. — Wonderful. Pleas>
big crowds two days at fifty cents.
Charles T. Rook, Liberty theatre, Sayi
Okla. — Neighborhood patronage.
The Testing Block, with William
Hart. — Good, but very dark. Not
good as The Cradle of Courage.— A.
Betts, Powers theatre, Red Creek, N.
— Neighborhood patronage.
The Affairs of Anatol, a Cecil B. )
Mille production. — Outside of the ca
this picture was a frost. You could
find story or plot with a search w;
rant. It indicates that it was made dt
ing the rainy season when the st;
couldn't work on their regular assig
ments, so they bunched them up a
made something they called The Affa
of Anatol. Another instance of soaki
the public with a press agent brain-stor
Business, first night, very light. Seco
the musicians, operators and manai
took a nap. If you are troubled w
insomnia play this one. But don't :
vance prices and don't promise them ai
thing but a cast. Everybody here < ■
appointed. — J. C. Jenkins, Auditorii
theatre, Neligh, Neb. — General patr -
age.
The Affairs of Anatol, a Cecil B
Mille production. — Was rather afraid f
this picture, due to unfavorable C<
ments in this column. But it pleased i
per cent of patrons at raised _pri< •
Made us money in face of oppositioi -
J. W. Siebrand, New Grand thea ,
Northwood, N. D. — Neighborhood 1 "
ronage.
The Gilded Lily, with Mae Murraj-
An excellent picture that gave univc I
JACKIE COOGAN, looking his smartest, in a scene from "Trouble," his latest
independent production.
April 29, 1922
EXHIBITORS HERALD
83
satisfaction. — W. J. Powell, Lonet the-
itre, Wellington, O. — Small town pat-
onage.
The Sea Wolf, with a special cast. —
Ahy don't they stick to the story? It
s a good picture, but should not be named
iter London's book. — R. Ross Riley,
Vigwam theatre, Oberlin, Kan. — General
.atronage.
Double Speed, with Wallace Reid. —
This is a fine picture and did not have
ny kicks on it. Reid always draws good
or us. — Otis Lamon, Auditorium theatre,
ilmwood, Wis. — Small town patronage.
The Idol of the North, with Dorothy
lalton. — Good. Fine acting. Held in-
erest to the end. — A. C. Betts, Powers
heatre, Red Creek, N. Y. — Neighborhood
atronage.
The Cradle of Courage, with William
.. Hart. — Pulled as well as a special. I
aid them that the fight between Hart
nd Sanchi was worth going miles to
ee. They came, saw and were con-
inced. Bock it. — Philip Rand, Rex the-
tre, Salmon, Idaho.
Male and Female, a Cecil B. De Mille
roduction. — A picture in a class by it-
elf. Pleased 100 per cent and from
omments was voted one of the best
e've ever run. A sure fire winner. —
. W. Siebrand, New Grand theatre,
,'orthwood. N. D. — Neighborhood pat-
)nage.
Chickens, with Douglas MacLean. —
'air. Nothing to rave over. We felt
•e were sold on this one. Heard no
amments for or against. — A. C. Betts,
'owers theatre, Red Creek, N. Y. —
feighborhood patronage.
In MLzzoura, with Robert Warwick. —
>ld picture, but good. Pleased a very
nail crowd account of all day rain. Ran
larold Lloyd in From Hand to Mouth
ith this picture. It's a bear. — P. G.
aughan. Royal theatre, Lee's Summit,
To. — Neighborhood patronage.
Stepping Out, with Enid Bennett. —
len folks will not like it as well as
omen. A good picture. — Clarence W.
ongacher. New Glarus theatre. New
larus, Wis. — Transient patronage.
What Every Woman Knows, with
ois Wilson. — Excellent picture which
ijoyed fine business all week. — William
oble, Broadway theatre, Oklahoma
ity, Okla. — General patronage.
What's Your Husband Doing? with
'oris May and Douglas MacLean. — An
<ceptionally pleasing comedy-drama
lat got people talking. Good business.
CLAIRE McDOWELL and Charles
Mailes in a scene from "The Lying
Truth," a new American Releasing
Corporation picture.
Much better than Hours Leave. —
J. W. Siebrand, New Grand theatre,
Xorthwood, X. D. — Neighborhood pat-
ronage.
The Kentuckians, with a special cast.
— A good picture. Will please 90 per
cent. Boost it. — C. G. Gupton, Audi-
torium theatre, Oxford, Neb. — Neighbor-
hood patronage.
The Ghost in the Garret, with Doro-
thy Gish. — A real five reel comedy pic-
ture that is all that has been said of it.
Very good to a good Saturday night
crowd. — Olen Reynolds, Pearl theatre,
Hymera, Ind. — Small town patronage.
Rebecca of Sunnybrook Farm, with
Mary Pickfoid. — Here was an old one
and a repeater, but it packed them in.
Some pictures will stand a repeat show-
ing.— Ross Riley, Wigwam theatre, Ober-
lin, Kan. — General patronage.
Behind the Door, with Hobart Bos-
worth. — Good for the male fan, but a
little too much "rough stuff" for the
average woman. The sea scenes are
very good. — Chas. W. Lewis, I. O. O. F.
Hall, Grand Gorge, N. Y. — General pat-
ronage.
King Queen Joker, with a special cast.
— To say "It's punk" would be putting
it mild. Keep off. — O. H. Southworth,
Opera House, Adams, N. Y. — Neighbor-
hood patronage.
The Dancin' Fool, with Wallace Reid.
— An A-l combination in a fast moving
comedy that pleased about 98 per cent.
Brought favorable business. — J. W. Sie-
brand, New Grand theatre, Northwood,
N. D. — Neighborhood patronage.
Let's Be Fashionable, with Doris May
and Douglas McLean. — Here is a real
comedy. Lots of truth about it, but
makes 'em all laugh. These stars are
both O. K. — Ross Riley, Wigwam the-
atre, Oberlin, Kan. — General patronage.
23% Hours Leave, with Douglas Mac-
Lean and Doris May. — Good comedy-
drama. A bit old but still it satisfies. —
L. D. Fairfield. Legion theatre, Wakonda,
S. D. — Small town patronage.
Flying Pat. with Dorothv Gish. — Pic-
ture not nearly as good as The Ghost in
the Garret. However, it pleased the
serial crowd, who came to see Winners
of the West. — L. R. Moore, Roma the-
atre, Columbus Grove, O. — Small town
patronage.
What's Your Husband Doing? with
Doris May and Douglas McLean. — A
fine comedy drama that sure pleased. —
Clarence W. Longacher, New Glarus the-
atre, New Glarus. Wis. — Transient pat-
ronage.
The Sins of St. Anthony, with Bryant
Washburn. — Good comedy-drama, but
loses drawing power hv the posters they
furnish— Chas. W. Lewis, I. O. O. F.
Hall, Grand Gorge, N. Y— General pat-
ronage.
R-C Pictures
The Call of Home, with a special cast.
— The most talked of picture shown for
some time. Will please any audience.
The flood scene is wonderful. — Fred M.
Rich, Strand theatre, Perry, Mo.— Small
town patronage.
Cold Steel, with J. P. McGowan. —
Very good Western with plenty of action
and more than the average number of
homicides. Attracted the usual crowd
that likes this type of picture and seemed
to be perfectly satisfactory. — E. L.
Franck. Oasis theatre, Ajo, Ariz. — Neigh-
borhood patronage.
Five Days to Live, with Sessue Haya-
kawa. — A very good picture, bin patrons
would rather see him in pictures sup-
ported bv an American cast. — -J. Car-
bonell, Monroe theatre. Key West, Fla.
— Neighborhood patronage.
A Wife's Awakening, with a special
cast. — Not much of a picture. Too
84
EXHIBITORS HERALD
April 29, 1922
ALICE CALHOUN in a scene from the Vitagraph production, "The Angel of
Crooked Street."
draggy. Did not please. — Peter Krauth,
Opera House, Denison, la. — Neighbor-
hood patronage.
The Barricade, with a special cast. —
A special added attraction, Eugene Den-
nis, psychic wonder girl, in conjunction
with this picture, did a capacity business
for a week. — Samuel Harding, Liberty
theatre. Kansas City, Mo. — Transient
patronage.
One Man in a Million, with George
Beban. — A welcome relief from the usual
run of pictures. Clean story and a good
cast. Drew very good business on
rainy night and pleased everyone in the
house, even the operator. — E. L. Franck,
Oasis theatre, Ajo, Ariz. — Neighborhood
patronage.
The Call of Home, with a special cast.
— A very good picture. It will please
!t0 per cent of any house. Has a very
good flood as a thriller. Book it, you
will not go wrong on this one. — J. Car-
bonell, Monroe theatre, Key West, Fla. —
Neighborhood patronage.
At the Stage Door, with a special cast.
— Here is a good one. Stars are new,
but they are easy to look at. Heard no
kicks. Think it pleased 100 per cent.
Attendance was good. — Fred M. Rich,
Strand theatre, Perry, Mo. — Small town
patronage.
See My Lawyer, with T. Roy Barnes.
— Can't hand this much on any count,
lust about got by and that was all. —
E, L. Franck, Oasis theatre, Ajo, Ariz. —
Neighborhood patronage.
A Wife's Awakening, with a spe< ial
cast. — Fine picture. Interest held
throughout. Local R-C office (St. Louis)
always ready to help a fellow in, instead
of stepping on him. — Martin W. Operle,
\rmory theatre, St. Genevieve, Mo. —
Neighborhood patronage.
Realart
The March Hare, with Bebe Daniels.
Meld interest throughout. Pleased.
Daniels good, as usual. — Bruce Sweet.
' )pera House, Fillmore, N. Y. — General
p.-itronagc.
The Speed Girl, with Bcbe Daniels —
Drew a good house even though it
rained a steady downpour. No one was
disappointed. Picture lived up to title
and showed speed. Star popular here. —
Fred M. Rich, Strand theatre, Perry, Mo.
— Small town patronage.
Room and Board, with Constance Bin-
ney. — Good clean picture. Constance
Binney always draws here. Pleased all.
It is too bad that Realart was taken
over by Famous Players-Lasky Corp.
We are not renewing contract with Fam-
ous Players on account of poor service
and so many petty annoyances that make
life one darn cussing spell after another.
— C. B. Clark, Iris theatre, Pacific Grove,
Cal. — General patronage.
The Speed Girl, with Bebe Daniels. —
Pleased our patrons and they said so. —
Clarence W. Langacher, New Glarus the-
atre. New Glarus, Wis. — Transient pat-
ronage.
The Speed Girl, with Bebe Daniels. —
Good. All Realarts are good. — Sams and
Glover. Benjamin theatre, Benjamin,
Tex. — Neighborhood patronage.
A Heart to Let, with Justine John-
stone.— Very much surprised with this
one. Patrons enjoyed it. 1 think that
if they had given Justine Johnstone a
fair tryout she would have made good. —
CONTRIBUTORS per-
form a double serv-
ice in reporting regular-
ly and upon every pic-
ture to this department,
giving vital information
of c urrent value to other
showmen and guaran-
teeing 100 per cent effi-
ciency for "The Box
Office Record."
Bruce Sweet. Opera House, Fillmore.
N. Y — General patronage.
Selznick
Why Announce Your Marriage' with
Elaine Hammerstein.— If VOu have not
played it, then book it and boost it
strong. Miss Hammerstein has never
had a better starring vehicle, and she
certainly does take advantage of it It's
a 100 per cent picture.— W. G. buskin
Opera House, Greensboro, Ala.— Neigh-
borhood patronage.
The Way of a Maid, with Elaine Ham-
merstein.—A pretty good picture l-.it
not up to the standard of those in which
she most frequently appears.— Aclolph
Kohn, Pastime theatre, Granville, X. V
- — Small town patronage.
The Man of Stone, with Conway
T carle. — A good interesting story with a
capable star. Pleased patroiis. It
brought in more monev than Universal's
so-called special, Priscilla Dean in Repu-
tation, yet Tearle is not a good draw-
ing card here.— C. B. Clark. Iris theatre
Pacific Grove, Cal.— General patronage.
Gilded Lies, with Eugene O'Brien —
Good offering for a program.— Clarence
\V. Longacher, New Glarus theatre. New
Glarus, Wis. — Transient patronage.
The Prophet's Paradise, with Eugene
O Brien. — Pictures with foreign atmos-
phere or costume plays do not go good
here, but my patrons as thev passed out
pronounced this as good. I did not see
it.— Adolph Kohn, Pastime theatre, Gran-
ville, N. Y. — Small town patronage.
The Greatest Love, with Vera Gordon
— Not much to it. Picture drags. Too
much sob stuff for the storv. In fact
it is mostly hugs and kisses.— C. H.
Simpson, Princess theatre, Milieu, Ga —
General patronage.
Gilded Lies, with Eugene O'Brien —
Failed to please. Very slow moving
with very little story. May get by.— I.'
W. Siebrand, New Grand theatre, North
wood, N. D. — Neighborhood patronage
Good Night Paul, with Constance Tal-
madge. — A very good and clever com-
edy which pleased them vcrv much-
Peter Krauth, Opera House] Denison
la. — Neighborhood patronage.
The Miracle of Manhattan, with Elaim
Hammerstein. — If this does not pleas,
there is something the matter with tin
works. Fine production. — Clarence \Y
Longacher. New Glarus theatre. N'ev
Glarus, Wis. — Transient patronage.
The Man Who Lost Himself, witl
William Faversham. — Did not see thi
one but heard several good comment
about it the following day.— O. H. South
worth, Opera House, Adams. N. Y.-
Neighborhood patronage.
By Right of Purchase, with Norm
Talmadge. — Drew well and gave excel
lent satisfaction. Many favorable con"
ments from patrons. These Talmade.
reissues thus far (except "Scandal"— (
Talmadge) have been very good an
have each and every one proved goo
box office attractions. However, it
only proper to state that these picturt
never played this town on first release.-
W. J. Powell, Lonct theatre. WellingtO!
O. — Small town patronage.
The Girl from Nowhere, with Mini
Hammerstein. — Very good. Popul;
star. Easy to look at. — C. A. Jorda
Opera House, Cogswell, N. D— Sina
town patronage.
~ Shadows of the Sea, with Conw.
Tearle. — A good program picture.
Adolph Kohn, Pastime theatre, Granvil
N. Y. — Small town patronage.
\pril 29, 1922
E X HI BIT O.R S HERAL I)
85
United Artists
The Mollycoddle, with Douglas Fair-
anks. — Excellent. For a return date
icture it did well and pleased a big
usiness. — William Noble, New Folly
leatre, Oklahoma City, Okla. — General
atronage.
His Majesty the American, with Doug-
s Fairbanks. — Fair picture. No knocks,
'ot Fairbanks' best, however. — J. H.
albert, Legion theatre, Norwich, Kan.
-Small town patronage.
Pollyanna, with Mary Pickford. — We
in this for our last Christmas program
id can say it was the best program for
ie Christmas Season that we have had
i our six years in the business. — L. C.
arquhar. Opera House, Guide Rock,
'eb. — Family patronage.
Universal
Wild Honey, with Priscilla Dean.—
n excellent drawing card which played
> a good week's business and pleased
atrons. — Samuel Harding, Liberty the-
tre, Kansas City, Mo. — Transient pat-
jnage.
Go Straight, with Frank Mayo. — A
ood program picture that pleased. Pho-
)graphy dark in places. — Adolph Kohn,
'astime theatre, Granville, N. Y. — Small
nvn patronage.
The Dangerous Moment, with Carmel
lyers. — Poor. — Sams and Glover, Ben-
imin theatre, Benjamin, Tex. — Neigh-
orhood patronage.
The Wallop, with Harry Carey. — A
ood program picture. — R. O. Baker,
he Baker theatre, McCune, Kan. —
arming town patronage.
Reputation, with Priscilla Dean. — Pris-
illa Dean's acting in this picture is
onderful. The story is all right but
here .is too much of the sordid side of
fe in it. We lost money on this pro-
uction, but it wasn't the fault of the
icture. The- star is not well known
ere. — C. B. Clark, Iris theatre, Pacific
irove, Cal. — General patronage.
False Kisses, with Miss duPont. — This
; a good picture and comments on same
.ere favorable. — Adolph Kohn, Pastime
heatre, Granville, N. Y. — Small town
•atronage.
The Fire Cat, with Edith Roberts— A
jERTRUDE OLMSTEAD appearing
in support of Harry Myers, star of
"The Adventures of Robinson Crusoe,"
the Universal chapter play made from
DeFoe's book.
good program picture. Not as good as
Pink Tights but pleased my patrons.
Drew good. — J. M. Elwood, Elwood the-
atre, Ehvood, Neb. — Neighborhood pat-
ronage.
Under Northern Lights, with a special
cast. — Pleased 90 per cent of my audi-
ence. A good story, should please al-
most every audience. — J. F. Spangler,
Globe theatre, Beaver, Okla. — General
patronage.
Nobody's Fool, with Marie Prevost. —
Good. — Adolph Kohn, Pastime theatre,
Granville, N. Y. — Small town patronage.
No Woman Knows, with a special
cast. — Story good. Acting good, in fact
patrons liked it better than Humoresque.
Title had no appeal but if advertised it
will get the jack, so book it. — F. W.
Horrigan, McDonald theatre, Philips-
burg, Mont. — Mining camp patronage.
Thunder Island, with Edith Roberts. —
Weak story with beautiful scenery. — R.
R. Gribble, Grand theatre, New Ham-
burg. Ont.,1 Can.
The Dangerous Moment, with Carmel
Myers.— Best Carmel Myers we have
run, although star does not draw. Good
plot. Good acting. A murder mys-
tery story but clean. Will do for mixed
Saturday night crowd, but not for high
class trade only.— Philip Rand, Rex the-
atre. Salmon, Idaho.
Dr. Jim, with Frank Mayo.— A good
program picture.— Adolph Kohn, Pas-
time theatre, Granville, N. Y.— Small
town patronage.
The Big Adventure, with Breezy
Eason. — This is a dandy picture and drew
S. R. O. First night customers pulled
them for the second night. Book this
one and please them 100 per cent. — V. A.
Peterson, Victor theatre, Bertiand, Neb.
— Neighborhood patronage.
Sure Fire, with Hoot Gibson.— Pleas-
ing Western with laughs and thrills.
Hoot looks like a comer. You can't
beat his smile.— J. W. Siebrand, New
Grand theatre, Northwood, N. D. —
Neighborhood patronage.
Sure Fire, with Hoot Gibson. — My pa-
trons just eat Hoot up. The kids beg
for every scrap of paper that has his
picture on it and rave over him from
the time I advertise him till he comes;
then tease me to get him again. I pre-
dict for this young man if he keeps going
at his present rate of speed a Tom Mix
career. This story is good and the
horse deserves special mention. — Mrs. W.
H. Heifer, Itasca theatre, Alice, Tex. —
Small town patronage.
The Fighting Lover, with Frank Mayo.
— Spoiled by dark photography. Night
scenes seem to have been taken at mid-
night on a moonless night. Story very
hard to follow, probably due to cuts
made by censors. — R. R. Gribble. Grand
theatre, New Hamburg. Ont., Can.
The. Rage of Paris, with Miss duPont.
—This is a good picture and gave satis-
faction here. — Adolph Kohn. Pastime
theatre, Granville, N. Y. — Small town
patronage.
Desperate Trails, with Harry Carey. —
Just a fair picture. — R. R. Gribble, Grand
theatre. New Hamburg, Ont.. Can.
Red Courage, with Hoot Gibson. — A
western with good plot and fair amount
of action. Young people liked it. but
adults don't like Hoot. I notice that in
most towns this has gone over well, so
I suppose it is a matter of taste. If
your patrons like Hoot Gibson they will
enjoy this one. — Philip Rand, Rex the-
atre. Salmon, Idaho.
Nobody's Fool, with Marie Prevost. —
pilllllllllllllllllllllllllllllllllllllllllllillllM
§ Next Edition I
I Will Be Out j
September 1 |
| I am in receipt of my copy 1
1 of "The Box Office Record" 1
1 and want to thank you for the B
I same. Believe me, it is a good 1
B idea. ■
E What I want to know is 1
I when the next copy is to be 1
| published. Don't fail to send 1
j§ me one. Your work is fine. §
1 Keep it up.
p W ith heartiest best wishes, 1
m I remain,
m Yours very truly,
A. R. BENDEA,
Olympic Theatre, ■
Cleveland, Okla. I
l^jirinMJMiniMJiJiitniiniiiHninifMMiJitiJiniJiJinninMTiJiiiniMiniMininiiiriMniMririiinifiFiMniiiiiriurii^
Good picture. Ought to please any au-
dience.— Sams and Glover, Benjamin the-
atre, Benjamin, Tex.— Neighborhood pat-
ronage.
Red Courage, with Hoot Gibson —
Good. — Adolph Kohn, Pastime theatre.
Granville, N. Y. — Small town patronage.
All Dolled Up, with Gladys Walton.
— Good picture which pleased all. — R. R.
Gribble. Grand theatre, New Hamburg,
Ont, Can.
Action, with Hoot Gibson.— Did not
please. Too slow. — Sams and Glover,
Benjamin theatre, Benjamin, Tex. —
Neighborhood patronage.
Sure Fire, with Hoot Gibson. — A good
picture and pleased here. — Adolph Kohn.
Pastime theatre, Granville, N. Y. — Small
town patronage.
The Freeze Out, with Harry Carey. —
Good western picture and up to Carey's
standard. — R. R. Gribble, Grand theatre.
New Hamburg, Ont., Can.
The Millionaire, with Herbert Raw-
linson. — Fine. Has just enough mystery
in it to make it intensely interesting.
Herbert is good and his support un-
usually good. Many good comments.—
Mrs. W. H. Heifer, Itasca theatre, Alice,
Tex. — Small town patronage.
Vitagraph
The Son of Wallingford, with a spe-
cial cast. — This we consider to be one of
the ten best pictures that we have run.
It starts off with a jump and continues
until the end. The acting is fine. The
fire scenes are spectacular. The au-
thors did themselves proud when they
directed this picture. Wallingford and
Rlackie Daw are just as the book char-
acterizes them. One lady said that it
was wonderful how the characters looked
just as pictured in the book. This
picture pleased everyone. Vitagraph
special cast pictures are really the only
special cast pictures that have pulled
in this town. — C. B. Clark, Iris theatre.
Pacific Grove, Cal. — General patronage.
Peggy Puts It Over, with Alice Cal-
houn.— Best by far that Alice has ever
made and that's saying a lot. Will please
any audience. — Luna theatre, Brooklyn,
N. Y. — Neighborhood patronage.
The Guilty Conscience, with Antonio
86
EXHIBITORS HERALD
April 29, 1922
Moreno. — This story is too tame for
this excellent athlete. While it is good
all the way through, I like him in some-
thing to show off his powers. I am
sure weeping because they don't let
him make serials any more. This pic-
ture made good for me and will prove
especially valuable where there are
Spanish or Mexican people. — Mrs. W.
H. Heifer, Itasca theatre, Alice, Tex. —
Small town patronage.
The Heart of Maryland, with Cathe-
rine Calvert. — Played this one under
auspices of U. D. C. It is an A-l.
Charged 20 and 40 cents and pleased
them all. — C. H. Simpson, Princess the-
atre, Millen, Ga. — General patronage.
When Men Are Men, with William
Duncan. — Exceptionally fine picture. Star
has a wonderful personality. A fine
drawing card. — F. Calhoun, Robbins
theatre, St. Louis, Mo. — Neighborhood
patronage.
Black Beauty, with Jean Paige. — One
of the finest pictures we have had the
pleasure of running. Pleased young and
old alike. Ran special matinee. First
time matinee has been really worth while.
Big evening house. More pictures like
this and there will be no need of cen-
sors.—C. B. Clark, Iris theatre, Pacific
Grove, Cal. — General patronage.
No Defense, with William Duncan. —
This is a very good western, full of
action and thrills. — F. Hejtmanek, Opera
House, Clarkson, Neb. — Small town pat-
ronage.
The Flower of the North, with Paul-
ine Stark. — Excellent. This is a pic-
ture. Some said Pauline was a comer,
but I'll say she's here. — Luna theatre,
Brooklyn, N. Y. — Neighborhood patron-
age.
The Little Minister, with Alice Cal-
houn.— This picture went over big. Was
liked by all. — E. M. Fetterman, Lyric
theatre, Clay Center, Neb. — Neighbor-
hood patronage.
Wid Gunning, Inc.
The Girl from God's Country, with
Nell Shipman. — I consider this extra
A scene from the Warner Bros, produc-
tion, "Your Best Friend," starring Vera
Gordon.
good, and it pleased all who saw it. Play
it and it will get you the money. — G. A.
Costa, Bonaventure theatre, Kansas City,
Mo.
The Girl from God's Country, with
Nell Shipman. — The picture on the whole
is fine. Full of thrills. Wonderful
scenery. Fine animals. Picture is seven
reels. Pleased patrons. , One woman
said that it was a peach of a picture.
Three other women said that they were
glad that they didn't miss it. Box office
receipts fair. Bad weather. — C. B. Clark,
Iris theatre, Pacific Grove, Cal. — General
patronage.
State Rights
The Masked Avenger, (W. P. E. C.)
with Lester Cuneo. — We were poor fish
to buy these 8 Westerns. This is the
third one and they are all poor. — Olen
Reynolds, Pearl theatre, Hymera, Ind. —
Small town patronage.
Fickle Women, (Schwab) with David
Butler. — First we have had of this star
and must say that he delivered the goods.
Everyone entirely satisfied. — L. D. Fair-
field, Legion theatre, W'akonda, S. D. —
Small town patronage.
The Soul of Rafael, (Equity) with
Clara Kimball Young. — A fair picture.
Comment divided. Pleased probably 75
per cent. — Adolph Kchn, Pastime the-
atre, Granville, N. Y. — Small town pa-
tronage.
The Fighting Breed, (Ay won) with
Snowy Baker. — A right good Western.
Better than the average. Star good.
Something different. Business only fair.
Star unknown. For a good picture you
can't go wrong. — Wm. Thacher, Royal
theatre, Salina, Kan.
Virtuous Sinners, (Pioneer) with a
special cast. — A pretty good picture. —
Adolph Kohn, Pastime theatre, Granville,
N. Y. — Small town patronage.
Dangerous Toys, (Bradley) with Wil-
liam Desmond. — Passed muster as a pro-
gram picture. — Giacoma Bros., Crystal
theatre, Tombstone, Ariz. — General pa-
tronage.
A Western Adventurer, (Pioneer) with
William Fairbanks. — The second one we
have played of this star and must say
it sure is the bunk. Lost money on this.
The few people that did see it were dis-
gusted with the impossible stuff pulled
off. — L. D. Fairfield, Legion theatre, Wa-
konda, S. D. — Small town patronage.
The Struggle Everlasting, (Rapf) with
Florence Reed. — My patrons with a few
exceptions pronounced this as good. —
Adolph Kohn, Pastime theatre, Gran-
ville, N. Y. — Small town patronage.
Hearts of The World, (D. W. G.) a
D. W. Griffith production. — Cut from 12
to 7 reels, and was pretty fair at that.
Big battle scenes as only Griffith could
make. Pleased most of them, but they
are mistaken when they say it is better
than The Birth of a Nation. That stunt
has not been done yet. — Ross Riley.
Wigwam theatre, Oberlin, Kan. — General
patronage.
Straight from Paris, (Equity) with
Clara Kimball Young.— We consider this
the best of the five Young pictures we
have run in the last year. Drew a good
house on a slow day, with the ladies
outnumbering the men two to one. — F.
L. Franck, Oasis theatre, Ajo, Ariz.—
Neighborhood patronage.
Ashamed of Parents, (Warner Broth-
ers) with H. B. Wathall.— Very good but
failed to pull — Luna theatre, Brooklyn,
N. Y. — Neighborhood patronage.
Isobel, (Davis) with a special cast. —
Surely is a wonderful Northern picture,
as we have found every Curwood pic-
ture. Fine scenery and acting. — Otis
BETTY BLYTHE and Robert Ellis ii
a scene from "Fair Lady," the Unitei
Artists production adapted from Re:
Beach's romance.
Lamon, Auditorium theatre, Elmwood
Wis. — Small town patronage.
Straight from Paris, (Equity) witl
Clara Kimball Young. — This is a gooi
picture. Will appeal to your lady pa
trons especially. Adolph Kohn, Pas
time theatre, Granville, N. Y. — Sma
town patronage.
Blue Blazes, (R-G-R) with a sped;
cast. — One of the best Westerns I eve
ran. Pleased 100 percent. Book thi
one. It is sure to please. — E. M. Rhode
Electric theatre, Knob Noster, Mo-
Neighborhood patronage.
Living Lies, (Clark-Cornelius) with
special cast. — Fair picture that drew
large crowd. — Luna theatre, Brookly:
N. Y. — Neighborhood patronage.
Serials
With Stanley in Africa, (Uni versa
with George Walsh. — Starting like
knockout, which we think it is. Only c
the third chapter. Going good. Pleas<
all that saw the first chapter, our p
trons always like Universal serials bett
than others. — G. D. Hughes, Liberty th
atre, Heavener, Okla. — Small town p
tronage.
The Adventures of Tarzan, (Seri
Sales) with Elmo Lincoln. — On 8
episode and holding up good to the 7t
It is not as good as preceding on<
Attendance poor, due to bad roads ai
moving. — A. C. Betts, Powers theat:
Red Creek, N. Y. — Neighborhood p
tronage.
Winners of The West, (Universa
with Art Acord. — On the 18th episo
and it is the best money-getter I e\
played in the serial line. Will draw 1
kids like a mustard plaster. — Wm. Hoi
Sun theatre, North Platte, Neb.— Neip
borhood patronage.
Hurricane Hutch (Pathe) with Char
Hutchison. — Don't see how so many <
hibitors can praise this. Have only
ceived one serial. Don't think they c
make them any worse. If you see fi
episode you have seen it all. It is t
same thing over and over, swapping i
scarf from one to the other. — Abrah.
and Breining, Hackctt theatre, Port G
son. Miss.
The Adventures of Tarzan, (Sei1
\pril 29. 1922
EXHIBITORS HERALD
87
;ales) with Elmo Lincoln. — On thir-
eenth episode and happy to be so near
he end. It has queered business so that
can't get them in at any admission on
erial night. — O. H. Southworth, Opera
louse, Adams, N. Y. — Neighborhood
atronage.
Winners of The West, (Universal)
.ith Art Acord. — On the 13th episode
nd the boys are wondering where Kit
arson comes in. It gets worse and
lore impossible every week. — Ross
'Shy, Wigwam theatre, Oberlin, Kan. —
ieneral patronage.
The Adventures of Tarzan, (Serial
ales) with Elmo Lincoln. — I agree with
"rosby Brothers of Buffalo, X. Y., that
his serial is the rawest thing ever. I
feel that I have lost S150 plus at least
5.0 per night by buying this serial. Had
air business before. Xow have none.
*f you wish to go broke, book this. It
till help immensely. — Bruce Sweet,
Dpera House, Fillmore, X. Y. — General
(atronage.
[^The Secret Four, (Universal) with
flddie Polo. — From the fact that there
as been adverse criticism about a num-
er of Universal's serials I feel I owe
: to the company to tell what I know
bout their serials. First thing I know
would not have been on the map to-
ay had it not been for their serials. I
ave run three of Polo and I think this
ne is the best one yet. There is no
•op to the action. It is clean and pure,
"he story >s logical, the scenery beauti-
ul. the acting faultless. I have booked
Vith Stanley in Africa and I am start-
ig it without the slightest bit of trepi-
ation for I know it will do its part to
eep life in my house and money in my
ill during these strenuous times. My
dvice and experience is: Run serials,
-et 'em growl, but run serials. I run
wo a week, always. — Mrs. W. H. Heifer,
tasca theatre. Alice, Tex. — Small town
atronage.
Short Subjects
Cops, (F. X.) with Buster Keaton. —
)ne of the best Keatons on First Xa-
ional program. A riot from start to
nish. — J. K. Johnson. Rialto theatre,
tmaha, Xeb. — Transient patronage.
The Paleface, (F. N.) with Buster
Ceaton. — Xo comedy could be poor, or
ven just average, with Buster in it, but
The Paleface is not near the comedy
hat The Boat is. — E. L. Franck. Oasis
heatre, Ajo, Ariz. — Xeighborhood pa-
ronage.
Say It with Flowers, ( Fox i with a
pecial cast. — A good two-part Sunshine
omedy that caused considerable laugh-
er.— Adolph Kohn. Pastime theatre,
iranville. N. Y. — Small town patronage.
The Studio Rube, (Fox) with Al St.
ohn. — Good, but not the laughs as in
?ool Days.— Olen Reynolds, Pearl the-
tre, Hymera, Ind. — Small town patron-
ge.
Pay Day, (F. X.) with Charlie Chaplin.
-Excellent picture. Charles Chaplin
,'oes over big in all of his productions
nd this offering was no exception of the
ule. Pleased capacity business pre-
ailed during the entire week. — William
>"oble, Empress theatre. Oklahoma City,
}kla. — General patronage.
The Leather Pushers, (Universal) with
special cast. — This is going over great
vith my patrons. They all ask when we
•re showing the next one. Book these
ind you won't go wrong. — Geo. Mc-
\rdlc, Benalto theatre, Benson. Xeb. —
Neighborhood patronage.
The Hick, (Yitagraph) with Larry
-emon. — I never heard people laugh as
leartily as they did over this one. And
iow could they help it? Many came
back to see it the second night. Exploit
it good. It will meet your highest ex-
pectations.— Mrs. W. H. Heifer, Itasca
theatre, Alice, Tex. — Small town patron-
age.
A Ride on a Runaway Train, (.Educa-
tional). — About 750 feet and I consider
it a good novelty. Use train effects and
get music cue sheet and use it and you
can make your audience think they are
riding on the train while they are sitting
in their chairs. Screen it before you
run it so you will know how and when
to use your effects. It can be used as
a comedy, the audience will laugh and
shriek while train appears to be running
away. — Charles H. Ryan. Garfield the-
atre. 2544 Madison Street, Chicago. 111.
— General patronage.
Now Or Never, (Asso. Ex.) with Har-
old Lloyd. — Best comedy in a coon's age.
A comp to the minister's daughter
brought out the mother, who rushed
home and sent the parson to the second
show. Many of my patrons roared with
laughter whom I never dreamed had a
laugh tucked away in their throats. Book
it. — Philip Rand, Rex theatre. Salmon.
Idaho.
Golfing, ( Universal) with Brownie. —
Dog and kid very good. Dog does some
fine stunts in this ' one. Brownie is the
whole show. Xo story to this comedy.
Xo laughs. — Wm. Thacher, Royal the-
atre, Salina, Kan.
Love and War, (Fox) with a special
cast. — Just a fair two-part comedy. —
Adolph Kohn. Pastime theatre. Gran-
ville. X. Y. — Small town patronage.
Free and Easy, (Educational) with a
special cast. — Very good comedy. Also
The Vagrant — Olen Reynolds. Pearl
theatre. Hymera, Ind. — Small town "pa-
tronage.
Out For The Night, i Educational^
a Christie comedy. — Fairly good comedy,
but not as good as Kiss Me Caroline,
which was very funny. I think a packed
house would have put it over O. K. —
Philip Rand. Rex theatre, Salmon. Idaho.
The Battle of Wits, (Universal) with
Eileen Sedgwick.— Good little western.
Pleased all.— Wm. Thacher. Royal the-
atre, Salina, Kan.
Pardon Me, (Foxl with a special cast.
— A good two-part comedy. — Adolph
Kohn. Pastime theatre. Granville. X. Y.
— Small town patronage.
Kinograms — I've been using this serv-
ice two vears exclusive, and it is the most
up-to-date on the market. — J. K. John-
son. Rialto theatre. Omaha. Xeb. — Tran-
sient patronage.
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Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Picture*
Are Doing for Other Exhibitors
FLU in this blank now and tend
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Tide
Star
Producer
Remarks
Tide
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Producer
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Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
88 EXHIBITORS HERALD April 29, 1922
NEW YORK CHICAGO PHILADEL HA
121 W. Fortieth St. 12 E. Jackson Blvd. 252 Fo. Bro St.
THEATRE EQUIPMENT
Equipment
Progress
In an address before the
National Construction Confer-
ence at Chicago recently, Her-
bert Hoover pointed out the
necessity for better and more
economical design, distribution,
production transportation, and
utilization of raw materials in
the building field. If there is
waste within the building in-
dustry it is something over
which the exhibitor who plans
to build a new theatre can ex-
ercise no control or influence.
He can, however, see to it
that he obtains the maximum
results for his money in the
. building of his own theatre
and this is what he is doing.
While receiving many favor-
able comments on a new thea-
tre which he had just opened
the owner of the theatre stated
that not a little was due to the
fact that he had been per-
sonally on the ground during
its construction to see that
the money he was spending
went into places and material
that would be most readily
seen and appreciated by the
public. He had applied his
showmanship knowledge to
that of the architect in secur-
ing the utmost for his money
as it would be viewed through
the eye of the public.
Designing and building a
theatre is one profession.
Showmanship is another.
Probably in no other build-
ing line is the owner of a
project more actively inter-
ested, more frequently con-
. suited nor more thoroughly
familiar with details and equip-
ment going into the structure
which he is building than the
theatre man. And the bigger
the project is the more is this
true.
World Realty Company Opens
New $400,000 House in Omaha
World Theatre Is Equivalent to Six Story Building
in Height and Seats 2, 500—Arthur Frudenfeld
to Manage New Playhouse
The World theatre, Omaha's new
$400,000 motion picture palace at Fif-
teenth and Douglas streets, opened its
doors for the first time on Saturday,
April 15, to a large and enthusiastic audi-
ence. The World theatre is the latest
addition to the playhouses controlled by
the World Realty Company, which al-
ready operates the Sun, Muse and Moon
theatres in Omaha.
Arthur Frudenfeld of Chicago will
manage the new theatre. Photoplays
and vaudeville will be the program.
Building is Impressive
In point of beauty and comfort the
World is probably without a peer in
Omaha. The building itself is equiva-
lent to six stories in height and with
the exception of two stores on either
side of the entrance is occupied entire-
ly by the theatre.
Comfort has been the keynote in every
detail during the course of the con-
struction of the theatre. Not that this
paramount objective has in any way de-
tracted from the beauty of the theatre
for, in its plans of the new playhouse
the World management has made beauty
and comfort go hand-in-hand.
Has Six Rest Rooms
Six spacious rest rooms, two on each
floor is a feature of the World that indi-
cates the elaborate scale on which it has
been erected. Each of the rooms has
been artistically decorated in a scheme
which "ties-up" with the name of the
house, through various forms of decora-
tive effects symbolic of different nations.
Blue and gold is the predominating color
scheme throughout the house and the
stage curtains and drapes as well as the
decorative scheme in general are in the
same colors.
Seats Uniform Throughout
The World has a seating capacity of
2,500. The main floor accommodates
1,100, the mezzanine floor 400 and the
balcony more than 900. The theatre has
been so designed that a good view of the
stage is obtainable from any seat in the
house. The quality of the chairs, in-
stalled by American Seating Company,
Chicago, is uniform throughout the
theatre, the balcony patron occupying
INTERIOR view of the new World theatre which has Leen opened by the World
Realty Company at Omaha, Nebr. The new playhouse seats 2,500. Photograph
by Ernest Bihler.
90
EXHIBITORS HERALD
April 29, 1922
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Where Appealing Music
Is Always a Certainty
""THE reputation of your house
should not be on a daily basis. If
it is, it will be popular only when you
show the big features.
A sort of staple popularity comes with the
installation of the Cremona Theatre Organ,
for then there is always the assurance of ap-
propriate, delightful pipe-organ and orchestra
music, regardless of the picture.
Your program cannot bt read daily in
places somewhat removed from your loca-
tion. But if there is always found in your
house the sort of music that is appreciated,
you'll find your patronage coming from
greater distances than ever, and you will
have fewer empty seats. There are tut few
who cannot possess a Cremona. It is not
only exquisite as a hand-played organ, bjt it
is an orchestra as well. It may b: played
with or without an operator. A double roll
system permits following cue sheets by
means of instant changes from a solo roll to
any standard player roll.
Get the whole Cremona story. It is some-
thing you should know. Write or wire.
The Marquette Piano Co.
Chicago. U. S A
Cremona
(Erjeatre #rgart
the same style comfortable seat that the
person on the main or mezzanine floor
does. The photograph of the auditorium
shown on page 89 gives a good idea of
the arrangements of the seats.
Huge lights from the canopy directed
on the front of the building, together
with the surrounding lighting system ef-
fectively illuminate the theatre. In the
lobby are hung unique and artistic chan-
deliers richly designed.
Wurlitzer Organ Installed
In connection with the extensive ven-
tilation system is a thermometer placed
in front of the balcony that automatically
regulates as well as registers the temper-
ature in the building.
Music in the theatre will be furnished
by a Wurlitzer Unit Organ, which it is
claimed, is the largest placed in any the-
atre between Chicago and the West
Coast.
The World was designed by Architects
C. Howard Crane of Detroit and Harry
L'owrie of Omaha. S. H. Goldberg is
president of the World Realty Com-
pany and H. L. Goldberg, treasurer.
Hartman Amusement Co.
Plans $75,000 Theatre
At Shelbyville, Indiana
Construction of a modern theatre build-
ing in the heart of the downtown business
district of Shelbyville, at an estimated
cost of $75,000, will be started within
thirty days. Announcement of the plans
was made by the Hartman Amusement
Company which will finance the building
and operation of the playhouse.
The theatre will seat 1,400 persons and
will be constructed with mezzanine floor,
boxes and loges with a lobby extending
the full length of the building. The front
will be of Venetian architecture of green
glazed material with a great archway
leading into the lobby.
There will be a stage 40 by 30 feet
and a curtain opening of 40 feet. The
management plans to have dramatic
stock, vaudeville and musical attractions
in addition to the latest motion pictures
The interior decorations will be modelec
after those of Loew's State theatre a
Indianapolis. Otto Banschbach and Geo
J. Rapp will be the managers.
South Bend Authorities
Examine Operators on
Electrical End of Worl
For the first time in eight years Soutl
Bend, Indiana, is holding examination
for operators of motion picture projee
tion machines.
Sixteen men, all operators in the Soutl
Bend motion picture houses replied to j
questionnaire prepared by City Elcctn
cian William A. Henry, covering th
electrical phases of their work, in com
pliance with the provisions of the build
ing code ordinance.
Henceforth in South Bend operator
will not be permitted to work withoi
having been first examined and given
license.
Theatres Change Hands
In Kansas City Distric
Among the changes in ownership an
management of theatres in the Kansa
City territory during the last week ar
Perkins theatre, Holtcn, Kas., sold b
J. W. Wendell to G. H. Koch; St.
theatre, Phillipsburg, Kas., sold by R.
Kingery to S. H. Blair; Palace thcatr
Springfield, Mo., sold by H. L. Horn I
I. G. Hodges.
vpril 29, 1922
EXHIBITORS HERALD
91
Vill Design Stage
Sets for Rothafel
'lark Robinson Joins Staff
at Capitol Theatre,
New York City
Clark Robinson, scenic artist, has been
igaged by S. L. Rothafel as designer
! stage sets at the Capitol theatre, New
ork. Mr. Robinson, who is a graduate
t the Massachusetts Institute of Tech-
)logy made his first contribution to the
t of the screen as architectural director
>r "Way Down East" a production
hich required almost a year's work on
le designing of sets.
Explaining the relation of the set to
le picture Mr. Robinson says:
"The setting should be a part of the
age picture, rather than a background
jr it. In this way, the setting be-
comes a definite part of the story. A
single towering column can be made to
express the feeling of great power or
the simple placing of a chair of a cer-
tain kind in a certain position can si-
lently tell the phase of a story. I do not
believe in cluttering up the stage with
a lot of property and architecture. Peo-
ple do not come to the theatre to get
a lesson in architecture. They want to
get an impression, a message, a story.
I believe the scenic artist should say
what he has to say in the simplest way
possible, and then stop. In fact, knowing
when to stop is almost as important
to my mind as knowing what to say."
Designs Wrench for Use
On Projection Machine
Carl Pierce of Morris, Illinois, has
made a wrench for use in tightening car-
bons in the lamp. Describing it, he
writes:
"The wrench I have designed is for
use in placing carbons in lamps on ma-
chines. Most machines in my experience
are equipped with thumb screws to close
the jaws of the lamp. Inasmuch as
those thumb screws must be very tight
to prevent loosening of carbons under
heat it has meant the use of gas
pliers usually to tighten them. Pliers are
unsatisfactory as it is very hard to bring
even pressure on both lugs, and quite
often one lug is twisted off.
"My wrench gives a straight twist on
hoth lugs evenly and enables the operator
to change carbons without barking
knuckles on the lamp house or burning
his fingers in the operation."
Dallas, Texas to Get New
Theatre to Cost Million
Contract for the new $1,000,000 theatre
at Dallas, Tex., will be let by Interstate
Amusement Company in the near future.
John Eberson, 212 East Superior street,
Chicago, is the architect.
CHARLES RAY
GREASED LIGI
IN
GHTf/V
The New Low Priced
LU-MI-NUS
Attraction Board
Here's a new standard Lu-Mi-N'us sign that marks the latest progressive step in the field of theatrical sign
illumination. It is built on the well-known Lu-Mi-Nus principle of flat glass letters (with gold bevel outline)
that give the most effective distribution of light and makes your message stand out beautifully brilliant.
Thousands of users attest to the leadership of Lu-Mi-Nus. Theatre owners who now are standardizing in
Lu-Mi-Nus, Ascher Bros, of Chicago, for instance, are now changing over their sixth sign from the raised glass
letter type to Lu-Mi-Nus.
Effective Display Now Within Reach of
Small Theatre
The new principle of making the background (or the letters
of solid panels of glass instead of an individual piece for each
letter, brings the cost down to a point where every small theatre
afford to have the same effective Lu-Mi-Nus
in the country can a
display as the large theatre.
The new Lu-Mi-Nus should revolutionize theatre displays-
enable owners to put up absolutely the best possible attraction
boards, either where there are now none or to replace dead look-
ing signs now showing.
IN ELECTRICAL ADVERTISING
No Breakage — Easy to Change Letters
and Clean
The new solid glass background eliminates possibilities of
breakage that may occur with the individual glass pieces for-
merly used. It makes the letters easier to change with less
handling and in less time. The sign is much easier to keep clean
and protects lamps from the elements. The letter plates are of
pressed zinc, which eliminates all possibility of rust and mini-
mises weight.
Write us at once for information on this new Lu-Mi-Nus; find
out how easily and quickly you can start this new, live, attractive
sign working for you, bringing more and greater crowds to your
theatre.
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1400 SO. MICHIGAN BOULEVARD, CHICAGO, ILLINOIS
92
EXHIBITORS HERALD
April 29. 192:
Theatres
Providing Comfort for Fans Is
an Asset. Exhibitors Know
This . Palaces Are Going Up .
Only the Latest Equip-
ment Is Being Installed
New Projects
Modesto, Cal. — The second theatre
project within the last two months has
been launched at Modesto. A theatre
to seat 1,100 will be built for A. S. Rich-
ards, formerly manager of the Modesto
and Star theatres here.
* •
Winsted, Conn. — Ground will be brok-
en next month for the new $50,000 the-
atre to be erected here.
*
Great Neck, L. I. — George Deck, in
connection with a leading producer will
manage the new 1,500-seat theatre which
will be erected in Long Island.
Daytona, Fla. — Plans have been drawn
by Fuquay and Ghean for the new the-
atre which will be built here and which
will be leased by H. T. Titus. The play-
house will seat 1,500.
*
Uniopolis, O. — This village will have
its first motion picture show in the Town
Hall, preparations for which are now be-
ing made.
New York, N. Y.— Plans have been
tiled for a twelve-story theatre and studic
building at 144 West 57th street for the
Sidem Building Company of which Rob-
ert S. Simon is president. McKenzie
Voorhees and Gmelin, and H. R. Brews-
ter are the architects. Estimated cost i<
•$1,200,000.
*
Miami, Fla.— Lewis Levin of Chicago
who has purchased the Rooks Arcad<
building will build a motion picture the-
atre within the building. Plans are be
nig prepared by Robert A. Tavlor ot
Miami.
Ownership Changes
Grinnell, Iowa.— C. F. Senyard, wlu
has been manager of the Colonial the
atre has purchased the building and wil
continue to operate the theatre.
*
Wichita, Kans.— The Melrose thcatr.
on North Main street has been purchase<
by Charles A. Morris.
*
Cedar Rapids, la.— The I sis theatr.
has been sold to H. Bluechel and J. P
Lannan. The house was formerly owncci
by Hostettler Amusement Company.
*
Holyoke, Mass.— Goldstein Brother
have leased the Strand theatre former!'
operated by James H. Baker.
*
Clarkson, Nebr.— F. Hejtmanek ha
sold the Opera House in this city.
*
Chicago, 111.— H. A. Spanuth has take
over the management of the Ziegfel
theatre on Michigan boulevard.
*
Openings
Omaha, Nebr.— The World thcatr.
newly completed playhouse of th
World Realty Company has bee]
opened. The new theatre seats 2y">00.
* ,
Maiden, Mass. — The new Strand tin
atre, seating 2,000, erected at a cost (
almost a quarter of a million dollars,
virtually ready for opening. The theati
has been built by an organization of loc;
meyi headed by E. D. Aston.
*
Newark. N. J. — The $350,000 Centr
theatre, owned by Central Amusemei
Company, has been opened. The l'la;
house seats 1,600.
*
Russellville. Ark. — Ford Brothers hai
opened a motion picture theatre here c
Oak street.
*
Woodland, Cal.— W. S. Webster h:
opened the new Webster-Granada m>\
tion picture theatre here.
New York Theatres to Be
Inspected by State Under
New Law Put Into Effe(
All motion picture theatres in the sta
of New York as well as other plac
of public assembly must display certi
eates of inspection as the result of a l>
signed by Governor Miller, which mak
the inspection of motion picture till
atres in the state a law. The work w
be under tin supervision of the Sta
Labor Department.
The bill was created following t'
Knickerbocker disaster and is intetuM
as a move to prevent the recurrence
anv similar catastrophe.
The new law goes into effect on Oct
You needn t compete
with seashore breezes
Have 'em yourself -right in your
theatre cool, refreshing Monsoon
Breezes that you can turn on just by
flipping a switch.
One exhibitor says:
"The Monsoon Cooling
System is simply won-
derful. When we started
it going, the audience
thought the ocean was
moved near Passaic, as
it was so cool, with
gentle breezes blowing.
"The Monsoon System
will mean at least 100%
increase in business."
Louis H. Gold,
City Theatre,
Passaic, N. J.
Install Monsoons for this Summer. Reduced
prices and liberal terms make it easy for you.
Write for Booklet T-16
Monsoon Cooling System, Inc,
71 North 6th St.
Brooklyn, N. Y.
726 Bulletin Bldg.
Philadelphia, Pa.
ypril 29. 1922
EXHIBITORS HERALD
93
i dramatic moment from "Yellow Men and Gold." a new Gouverneur Morris story
directed by Irvine Willat and distributed by Goldwyn.
Radio Apparatus Being Installed at
Victory Theatre, Evansville, Indiana
Patrons of the Victory theatre, home
f First National attractions in Evans-
ille, Ind., are to have radio music with
aeir pictures.
Taking leadership immediately with the
opularizing of the new "fad" in his sec-
ion, Byron Brentlinger, manager of the
neatre. has laid plans to lure the music
at of the air for the benefit of his audi-
nces, and the apparatus is now being
istalled. Large amplifiers will be placed
t many points in the theatre, to give
very person in the house an opportu-
ity to hear the music.
Says Music Fits Films
While operation of the apparatus will
etermine its uses when the installation
; completed. Mr. Brentlinger believes
e will be able to use it with his fea-
ure pictures. He points out that con-
ert antl grand opera music fits well
.i:h almost any feature picture, and says
will be possible to get a wide selec-
ion of music for his purpose.
However, if it is necessary, the film
rograms may be so arranged that the
adio phone will be used at some times
s a fill-in on the program. This would
•e especially true at times when big
rize fights were being announced, blow
y blow, over the radiophone, or when
!ie returns of championship ball game,
tc, were being broadcasted.
Radio to Give Program
• Manager Brentlinger is planning an-
•tner method of using the radiophone,
le plans to use the Evansville Courier
broadcasting station to send out nightly
the attractions at the theatre the next
day. He will arrange for amateurs who
receive these announcements to bulletin
them in their communities and believes
the advertising will be of great value
throughout the surrounding section.
Batavia and Olean
Houses in Merger;
Costly Fight Ends
(Special to Exhibitors Herald)
BATAVIA, N. Y.. April 18.— A thea-
tre warfare, lasting over a period of two
years has ended in a truce with the dis-
agreeing factions united through the
forming of a corporation merging the
playhouses in Batavia and Oleon which
have been involved. Allied Theatres of
Olean. Inc., has taken title to the four
theatres with Xikitas D. Dipson, owner
of two of the Oleon theatres as general
manager of all the theatres of Oleon, and
vice-president of the new corporation.
Directors of the Allied Theatres of
Oleon. Inc.. are Charles Bordenaro and
Donald It. Dusenbury of Oleon and Mr.
Dipson and Judge Washburn of Batavia.
Mr. Bordonaro is president of the cor-
poration, Mr. Dipson vice-president and
Mr. Dusenbury secretary and treasurer.
The merger brings to an end a long
period of controversy in a three cornered
tight in which all parties concerned suf-
fered as a result.
Build Huge Sets for
Fairbanks New Film
Will Start Actual Filming of
Production Soon — Title
Is Undecided
Actual filming of Douglas Fairbanks'
next photoplay feature, yet to be named,
will be started soon. The cast is prac-
tically complete, with Enid Bennett in
the role of Maid Marion, Wallace Beery
as Richard the Lion-Hearted, Sam De
Grasse as King John, the usurper, Paul
Dickey as Guy of Gisborne, the arch
villain. Mr. Fairbanks himself will play
the hero in a role showing him first as
the Earl of Huntington and later as Robin
Hood.
Fairbanks at Studio
Since his return from New York Mi.
Fairbanks has been at the studio every
day with Allan Dwan, director, super-
vising the building of sets and the per-
fecting of the new story. Sets now un-
der construction are said to be the larg-
est ever built at the film capital. A por-
tion of the studio is to be turned into a
tournament field, and an athletic field
has already been laid out where mem-
bers of the cast are daily training for
difficult feats they will be called upon to
perform. Instructors have been engaged
to teach sword play and archery, which
will be featured in this forthcoming pic-
ture.
Film Will Be Lavish.
Mr. Fairbanks asserts that his new
vehicle for United Artists publication will
be a much more lavish spectacle than
"The Three Musketeers." For five
months he has been working on the
story, assisted by his scenario and re-
search staffs, and his, technical staff.
Allan Dwan has been applying himself
to the picture since the first of the year.
Mr. Fairbanks is said to be putting his
whole heart and soul into the work, rely-
ing on the forthcoming film to push for-
ward another big offensive of progress
for the film industry.
Dolores Cassinelli, Inc.,
Announces Completion of
First Independent Film
Major F. H. LaGuardia, legal adviser
for Dolores Cassinelli, Inc., announces
that the final cutting and titling of "Chal-
lenge," the first independent production
starring the Italian actress has been fin-
ished. The picture will run about six
reels.
Great outdoor scenery is said to mingle
with a story of dramatic appeal and heart
interest. The company traveled to north-
ern New York and some of the scenes
were made around Saddleneck mountain
where director, cameraman and players
struggled through snow drifts to get
shots on the top of the mountain.
The cast includes in addition to Dolores
Cassinelli, Rod La Roque, Sacia De-
Mooers. Walter Richman, Frank Nor-
cross and James Jennings. Tom Terris
wrote the story as well as directed the
production.
Used Fotoplayer
at a Bargain Price!
Remarkable opportunity for motion picture theatre!
Fotoplayer in perfect condition; gives complete orches-
tral reproduction; played by hand or from double-
tracker player piano; provides excellent picture music
at minimum cost. Music continuous — no pauses for
rewinding — can be changed instantly to fit the scene.
A chance to make your music, as well as your films, a
source of steady profit! Terms, if desired. Satisfaction
Guaranteed. Write for full description.
A. C. Cox, 717 Tribune Bldg., Chicago
TYPHOON POOLING QYSTEM
■ TYPHOON FAN CO. 345W.39ST. NEW YORK
CHICAGO TRADE EVENTS
France Still Likes
Its American Films
Jones Says U. S. Theatres
100 Years Ahead of
European
Although his European trips are al-
ways pleasure jaunts, Aaron Jones, head
of Jones, Linick & Schaefer, takes the
opportunity to survey conditions the-
atrical.
And the results of his survey during
his most recent trip, which took him to
Egypt, Italy, Spain, Greece and France,
might be summed up as follows:
American Films Popular
American films still predominate in
France, and are more popular among the
French people than their own product.
American theatres are still 100 years
ahead of anything they can boast of
across the pond.
"In Egypt," he said, "you find a great
many English-made pictures, a few
French pictures and a majority of Ameri-
can western productions. Italy exhibits
almost exclusively Italian and French pro-
ductions, although I did see many Wil-
liam S. Hart and Tom Mix thrillers.
Must Learn Production
"In Rome and in Alexandria I found
a much better class of pictures. Par-
amounts were in the majority here. The
principal thing the European picture man-
ager has to learn is projection and
presentation."
Mr. Jones stated that the principal
business of the continental theatre seemed
to be selling drinks during intermission.
This is true no matter how small the
theatre, he said.
Theatre at Evanston
Repeats Three Times
On Melford's Picture
This may not be a record for repeat
booking, but if it has its equal it has
not been announced. The picture:
George Melford's Paramount production,
"The Sheik."
The picture played the Hoyburn in
Evanston for two days, January 9 and
10, to hold-out business. On January
18, the picture drew capacity crowds at
the Star, just a block from the Hoyburn.
Manager Sturtcvant of the Hoyburn pre-
sented the picture again on April A with
such success that he has booked it again
for April 22.
This record on repeat booking oc-
curred after the feature had played the
Howard theatre, which draws Evanston-
ians, for four days. It looks like Mana-
ger Sturtcvant and the local exchange
have something to boast over.
Teitel Visits Film Row
H. S. Teitel of Indianapolis, well-
known film renovator, was a visitor along
film row last week.
Transfers Steinson
To Head Office Here
W. C. Brimmer, Former Head
of Vitagraph Here,
Resigns
John A. Steinson of St. Louis has been
transferred to the managership of the
Chicago exchange of Vitagraph from St.
Louis, where he also had charge of the
company's affairs.
W. C. Brimmer Resigns
Mr. Steinson succeeds W. C. Brimmer,
who has been chief of the local branch
for a year or more. Just what Mr. Brim-
mer, whose resignation was effective last
Saturday, is contemplating for the future,
has not been announced.
Mr. Steinson comes to the Chicago
branch with experience both as an ex-
hibitor and an exchange man. His asso-
ciation with Vitagraph has extended over
a period of five years, but this represents
only one-third of the time which he has
devoted to motion picture work.
Formerly Lived Here
Prior to his entering the film field, Mr.
Steinson was in the wholesale business
in Chicago. In returning here, he sayj
that it feels "just like getting back home."
Paramount's New
Chicago Manager
We present herewith a good like-
ness of C. C. Wallace, new manager
at the Chi-
c a g o ex-
change o f
Famous
P 1 a y e r s-
Lasky Cor-
poration, so
that you
may give
him a hear-
ty welcome
when you
spot him
along
Row.
Mr.
lace
Film
Wal-
hails
from Washington, D. C, that is to
say, the capital city was his last
stand previous to his assignment to
the local exchange.
This is not Manager Wallace's
first assignment in the Middle West,
however. Prior to assuming charge
of the Washington branch, he rep-
resented Paramount at Indian-
apolis.
Ludwig Siegel Heads
Chicago Organization
Four Vice Presidents Named
at Annual Election of
Local League
Ludwig Siegel of the Prairie Garder
theatre was elected to succeed Johr
Silha as president of the M. P. T. 0. ol
Chicago at a meeting of that organiza-
tion last Friday.
John Silha Declines
Although Mr. Silha was urged to ac
cept appointment as one of the eight di
rectors he declined. Those elected to th(
board were: Louis Frank, E. J. Haley
Andrew Cuser, Joe Hopp, Nathan Joseph
J. Paley, William F. O'Connell and M
Siegel.
Four vice-presidents, one from eacl
section of the city, were also appointed
For the Southwest side, Aaron Sapper
stein of the Palais Royal; North Side, H
Goldson of the Julian; South Side
George Paul of the Grand, and North
west side, Julius Lamm of the Brunhilc
& Young circuit.
Powell Is Elected
Other officers for the ensuing year are
Corresponding secretary, Sidney Smith
financial secretary, Adolph Powell; treas
urer, D. J. Chrissis, and sergeant at arms.
Max Smalley.
The board of directors of the Illinoi
unit is scheduled to meet this week t
elect officers, this duty having been as
signed to the board by the conventio
held recently at the Sherman.
Lubliner & Trinz Book
"The Man in a Million
Clyde Elliott of Clyde Elliott Ente-
prises has booked the Obenchai» pictui
over the Lubliner & Trinz circuit in Ch
cago; the Harry Grampp circuit in III
nois and the Gregory circuit operating
Indiana.
Ziegfield Cuts Its Prices
Hans Spanuth, who has assumed mai
agement of the Ziegfeld theatre on Micl
gan avenue, announces that the admi
sion price has been cut from $1.10 to
cents, beginning April 16. A radiophc
has been installed in the house.
Si Griever, of Griever Productions, a
nounces he has added many new offerin
to the already large and varied list of £
tractions for Central West exhibitors.
sides the Prairie Pictures, Inc., two r<
Westerns, and Chesboro five reel Weste
features, they have acquired "Oh Mab
Behave," with Mabel Normand and Ow«
Moore, purchased from the Aywon Fil
Co.
Speaking of Universal salesmen, T,
Schlanger is now numbered among t
old married men. He has taken a flat
6040 Lawrence Ave.
.pril 29, 1922
EXHIBITORS HERALD
95
CHICAGO PERSONALITIES |
We just received a broadcast from gay
■ ree informing us that "Doc" Arthur
>wy is doin' the boulevards. The vin
inc and amber fluid seemingly must be
■od, for "Doc" tells us the scales give him
e grand total of 110 pounds now. He
ntinues, he is bringing back some wonder
ms for his large following to thrill over.
* * *
Freddie Martin, formerly of the Tisdale
lm Corporation, has forsaken the indiis
ial films and for the future will cover
idiana, Illinois and Wisconsin for the
:al Vitagraph exchange, handling public-
■ and sales in and about the "key" cities.
* * *
Frank Rembusch of exhibitor renown in
e Hoosier state was quizzed during a re-
nt visit to the Row, if he was going to
e Washington convention on May 8.
V ill be a pleasure, but Maurie Choynski
.s got to come along." Go ahead, Maurie,
:'s make it a real reel affair.
* * *
Carl Fulton of Fulco-Schaffer Co.,
other Ralph and their wives returned
st Saturday, completing a round-trip to
:. Louis in Carl's big Chandler car.
* * *
It's mighty fortunate that the charming
iss Gertrude O'Leary and Lee Eacan of
:lebrated Players brought those matzos to
e office last Thursday or Johnny Medni-
)w and George Weinberg would have
ine hungry for the day.
* * *
Al Hoffman, former city representative
ir Superior Screen Service, is now visiting
ie south side exhibitors for "Pop"
lough's R-C Pictures exchange.
* * *
George Balson, assistant general manager
f Vitagraph, passed through April 12 en
)ute for the home office from western
)ints.
* * *
Didya all see Roderic Ross galloping up
id down the row the other day? Looked
ke a youngster with that coat o' tan he
'ought back with him from sunny Florida,
ells us he and Johnny Rock, our old-
me Vitagraph buddy, are chumming about
liami like a couple of schoolboys on a
acation. After Roderic gets his tax af-
airs okayed and checks the ol' bank bal-
nce he is going right back again. S'long,
" pal — heave us a line or two once in a
hile.
* * *
Just landed a heap of sob stuff from
Unity" Frackman from Canton, 111., Un-
J.E.WILLIS
By Mac.-—' — — — — — — —
tion of the local Fox exchange admit with
the new "Over The Hill" drive but a few
days' old, this time they are going to hang
up a record that will make the sales total
of any two exchanges look like a circle
with the rim knocked off !
TlM CRAFT
TRAILERS
ONLY -ORIGINAL-FILM-TRAILERS
DONT BE FOOLED BY CHEAP IMITATORS.
QUICK SERVICE -OUR MOTTO
—WE MAKE EM WHILE YOU WAIT-
ON EVERY PICTURE RELEASED.
WRITE -WIRE -OR RHONE.
TELEPHONE HARRISON 2278
34 EAST EIGHTH ST.
CHICAGO
o
derstand that J. B. Ross, manager of the
Garden theatre, shipped "White Sox," his
faithful canine to the happy hunting ground.
Bands played, with all the prominent "cits"
in squad formation trailing the hearse. As
you know, "Unity" was one of the best
"K. P.'s" Uncle Sam's army boasted of, so
he was selected to blow taps over the re-
mains. Can you imagine it?
* * *
We have no intention of running a matri-
monial column, but we have been informed
that the daring, debonair, dashing Harold
Gollos has lost his girl. Ever try Oak
Park, Harold?
* * *
With Thornton Phelps of Unity leaving
for Indiana to give the exhibitors an oppor-
tunity to greet him back and Tom Mitchell
all dolled up in a new Norfolk suit of light
tan, Stetson fedora and tan brogans, so
busy the shine boy is forced to come to his
office and clean the brogans, one easily con-
cludes Unity and Progress are putting on
the rainbow sketch.
* * *
J. Charles Davis, the 2nd, returned to
Chicago, April 17 after his week-end trip
to Toledo, where he put Arrow's "Ten
Nights in a Barroom" opening over. He
admits the Chi opening is giving Toledo
some battle to come anywhere near the
crows that are packing Barbee's Loop the-
atre.
* * *
Carl Harthill, manager of the local
Cosmopolitan-National exchange, is all
fussed up the way their new offerings are
being picked off by the local theatre men.
* * *
Have you all seen that blonde boy, Phil
Tyrell, yet? Sho-nuff!! Well, he's calling
on the city trade for the Clyde Elliott Pro-
ductions, and listen to us— he's burning 'em
up. Hot dog ! !
* * *
Apparently many "relatives" were buried
last Wednesday when the Sox were pushed
aside by the St. Louis ball tossers, but it
must have been a rattling nifty game, judg-
ing by the many happy faces noted alone
the Row all day Thursday.
* * *
Golf is next and then we know Spring is
with us. In the meantime hold on to those
Spring Benneys and be comfortable.
* * *
E. E. Van Pelt, general field manager,
Sacred Films, Inc., spent a few days in the
city with his friend, Joe Friedman of the
Celebrated on his way westward to Bur-
bank, Calif. Looks like Joe has landed an-
other flock of live films, eh wot?
* * *
H. A. R. Dutton, president of Exhibitors
Supply Co., spent a few days at the home
office and is off again for a long swing
around their circuit of branch offices, arriv-
ing home about the latter part of June.
* * *
With all the big companies concluding in
the midst of or about to offer the exhibitors
"special weeks," commemorative of varied
subjects, we overheard a gathering of ex-
hibitors "whispering" all about it and sug-
gesting an "Exhibitors' Week." Further
details later but we must thank Chas. H.
Ryan of Garfield theatre fame for "whisper-
ing" so softly, as it were!
* * *
Clyde Eckhardt's peppy sales organiza-
Bigots Abscond With
Money of Taxpayers
(Concluded from page 65)
confined strictly to standard moving pic-
tures—no vaudeville or theatrical acts.
"A vote on the matter of closing the
moving pictures on Sunday, taken in this
city several years ago following a period
of bitter agitation resulted in an over-
whelming defeat for the ordinance to
close the movies here on Sunday. There
have been numerous other striking evi-
dences of a prevailing sentiment here for
moving picture programs on Sunday so
long as these programs are of the present
high standard.
"THERE IS ABSOLUTELY NO
DOUBT THAT THE GREAT MA-
JORITY OF THE PEOPLE OF THIS
CITY ARE AGAINST THIS AGITA-
TION TO FORCE THE MOVING
PICTURE HOUSES TO REMAIN
CLOSED ON SUNDAY. Another elec-
tion would prove this conclusively.
"When statements are made to the ef-
fect that the church people of this city
are united in this campaign against the
movies they are made without founda-
tion of truth. Several of the leading
churches of the city have refused to par-
ticipate in the agitation and in EVERY
church there is a divided sentiment.
"WHY KEEP THIS THING UP?"
"Why shall a MINORITY persist in
trying to dictate to a majority?
"Why must Grand Junction be torn
continually by some issue like this?
"The truth of the matter is that the
people really responsible for this agita-
tion and bent upon keeping up this fight
at the expense of the already over-bur-
dened taxpayers number less than a
dozen.
* * *
"This agitation is not justified. It does
not have general approval. It is directly
against the sentiment of the majority of
the people. Why keep this thing up?
"A lot of citizens of Grand Junction
are getting extremely tired of hearing
a few people going around trying to
make it appear that 'conditions are awful
in Grand Junction,' that everybody needs
reforming, that everything needs to be
controlled and regulated by this particu-
lar crowd and clique, that every organi-
zation and every individual needs its
censorship. A lot of the sensationalism
preached at the Kramer revival naturally
has added fuel to this effort on the part
of some people who try to paint Grand
Junction in colors like unto those of
Sodom and Gomorrah.
"The truth is that Grand Junction is
one of the cleanest towns in the West
and the conduct and deportment and
ideals of its citizenship will compare
most favorably with any city of its size
in the entire nation.
"The people are getting tired of seeing
continual "agitation for agitation's sake."
"The movie fight is simply one feature
of this program. It is neither timely
nor justified and yet it is sufficient to
split a community into two camps, to
cause a lot of unnecessary bitterness.
"The result of the trials this week
make clear one thing — the agitation can
result only in a long, hard fight in the
courts of the state, extending over a
year or more. Can we afford to keep
it up?"
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmes.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
Minter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels. _ .
Belle of Alaska (Chester Bennett Prod.), five
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), sue
reels. _ . . , ,
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels. „ ,
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
My"6ld Kentucky Home (Pyramid Pictures),
seven reels. 1
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Fairs
Binney. , _ ' _
Devil-Doe Dawson, five reels, with Jack Hoxie.
The Star Reporter, five reels, with Billie Rhodes.
God's Country and the Law, 6 reels, Gladys Leslie.
Love, Hate and a Woman, 6 reels, Grace Davison
A Yankee Go Getter, 6 reels, Neva Gerber and
James Morrison.
Dangerous Paths, 6 reels, Neva Gerber.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed through Pothe Exchanges
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels. ..... ,
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up! (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
PLAYGOERS PICTURES, INC.
Oct. 9— Across the Divide, six reels.
Oct. 23— Tropical Love, five reels.
Nov. 13— Father Tom, five reels
Nov. 20— Anne of Little Smoky, five reels.
Dec. 4-The Ruse of the Rattler, five reels.
Jan. 15— Reckless Chances, five reels.
Hills of Missing Men, six reels.
Sunshine Harbor, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Western Hearts, five reels, with Art Staunton and
Josie Sedgwick. •
The Wolverine, five reels, with Helen Oibson.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels.
Dangerous Love, five reels.
Captivating Mary Carstairs, five reel (Norma
Talmadge re-isue.)
The Heart of the North, five reels, Roy Stewart.
Life's Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with CIsra Kimball Yoiina
Straight From Paris, five reels, with Clara Kim-
hall Young.
Charge It. five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels.
FAMOUS PLAYERS-LASKY
Lane That Had No Turning, five reels, Agnes
Ayres.
A Prince There Was, six reels, Thomas Meighan.
The Bride's Play, seven reels, Marion Davies.
Nancy from Nowhere, five reels, Bebe Daniels
(Realart).
Three Live Ghosts, six reels (Geo. Fitzmaurice
Prod.).
Tillie. Mary Miles Minter (Realart).
One Glorious Day (Will Rogers), 5,100 feet,
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet.
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet.
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels— Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special— Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet.
The Mistress of the World (Special — Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5,100 feet , ,
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
feet.
The Heart Specialist (Mary Miles Minter— Real-
art), 5,000 feet. .
Beauty's Worth (Marion Davies — Cosmopolitan.).
The Mistress of the World (Chapter 4), 3,825
The Green Temptation (Betty Compson), 6165
feet
Through a Glass Window (May McAvoy), 4,490
feet.
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton), 4.698 feet. 1
The Sleepwalker (Constance Binney), 4.530 feet.
FIDELITY PICTURES CO
The Married Virgin, six reels.
Frivolous Wives, six reels
FILM MARKET. INC.
The House Without Children, seven reels. with
Richard Travers.
The Supreme Passion, six reels.
The Nerer-do-Well. six reels.
FIRST NATIONAL
Woman's Place, with Constance Talmadge.
The Invisible Fear, with Anita Stewart.
Two Minutes to Go, with Charles Ray.
Her Social Value, with Katherine MacDonald.
All for a Woman (Special).
My Lady Friends, with Mr. and Mrs. Carter De
Haven. . „ _ . .
The Wonderful Thing, with Norma Talmadge.
Alf's Button (Special).
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod). „ .«
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
I.ove's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Ki^oVed of the Dust (R. A. Walsh Pro.).
The Rosary (Special Sclig-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The Barnstormer, with Charles Ray.
Red Hot Romance, seven reels (Emerson-Loos).
Penrod, eight reels, Wesley Barry.
The Cave Girl, six reels.
FEDERATED FILM EXCHANGE!
The Servant in the House, five reels, with •
star cast
Dangerous Toys, seven reels, with all-star cast.
Heidi of the Alps, Prirma.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Coart, <
reels.
Thunderclap, seven reels.
Shame, 8,200 feet.
Perjury, 7,400 feet.
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARM M SERIBI
His Greatest Sacrifice, six reels.
A Stage Romance, 6,416 feet.
PEARL WHITE SERIBI
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SER1I11S
Ridin* Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERIBI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIBI
Ever Since Eve, five reels.
Queenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUSTIN FARNUM SERIES
The Primal Law. five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o' Dawn, 4,178 feet.
20TH CRIVTIiHY BRANT)
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy-Walker).
Whatever She Want« (Eileen Percy).
Smiles Are Trump (Maurice Flynn), five reels.
Extral Extra I (Walker-Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Windsor.
Our Mutual Friend, eight reel, All-Star
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell Skl|
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Moongold, 3,176 feet.
Bear, Boy and Dog, two reels.
Puppy Days, 969 feet.
Robinson Crusoe Hours. 966 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest.
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
GOLDWYN PICTURES CORP.
Ace of Hearts, six reels.
For Those We Love, six reels.
Invisible Power, seven reels.
Dangerous Curve Ahead, six reels.
The Old Nest, eight reels.
Pardon My French, six reels. Vivian Martin.
The Grim Comedian, six reels. (Rita Weimsn.)
Poverty of Riches, six reels. (Reroy Scott.)
Man from Lost River. (Katherine N. Burt.)
A Poor Relation, five reels. Will Rogers.
From Ground Up, five reels. Tom Moore.
The Night Rose, six reels. (Leroy Scott.)
Be My Wife, five reels. Max Linder.
The Glorious Fool, six reels.
Man with Two Mothers.
His Back Against the Wall, five reels.
Watch Your Step, six reels.
Doubling for Romeo, six reels.
The Wallflower, six reels.
Orsnd Larceny, six reels.
Theodora, special cast, eight reela.
oien and Walker Split; Fight for Control
1% 0 I
I
I
!
"""" \ i^"-" *** -
9^ K-^r-^
f
for the
Exhibitor
saysA.Dobbs |
EMPIRE THEATRE §
MILWAUKEE, VIS. ^
#
I
niversal
Super
Jewel
by and with
Von Stroheim
rhi title alone
s jnoug^h : —
Jortt Doubt\ourWe
with Leah Baird and a Special Cast
\Startlintf Drama of the Mishaps of Marriage
Siuas Marke
GEOtfGE 1 LIOFS FAMOUS NOVEL
Foreign Representat/ve
SIDNEY GARRETT
Physical Distributors
Pathe Exchange
Shoot the Bankroll
on this Special !
Every regulai
exhibitor knows What
William Farnum can
pull into thebqfi-oPFice
Bill Farnum is back
in a blue shirt
J stirring story that
is acclaimed by every
audience ~ and
It will put money
into your safe
Steady May 7
WILL/AM FOX
presents
WILLIAM
FARNUM
m
Shackles
of Gold
and he is bigger and better
than be has eikrbeen ~~ He
means suit money and plenty
of it for your bojC~ office
From
Henri Bernstein's famous plaijSamson
*— * HERBERT BRENON
So Good That Pathe
Takes His Next Series
LEO MALONEY
in a series of
Twelve — Two reel Texas Ranger Features
Pathe saw them and immediately contracted
for a series of twenty-six to follow the comple-
tion of this series for us.
We congratulate Pathe on their good judgment
— they believe with us and the ten lucky buyers
who have already signed their territory that
Mr. Maloney has no peer in two reel westerns.
These Independent Exchanges are
featuring the Leo Maloney Two Reelers
Grand & Warner Big Feature Rights
Buffalo & Albany Louisville, Ky.
Penn Film Service Southwestern Film Co.
Pittsburgh, Pa. Dallas, Texas
Greiver Productions Consolidated Film Service
Chicago, 111. Cleveland, Ohio
Masterpiece Film Attractions Federated Film Exchange
Philadelphia, Pa. Baltimore, Md.
E & H Film Distributors Rollo Sales Corp.
Birmingham, Ala. New York City
They Rent for As Much As Features
Get Our Franchise Proposition
State Rights
CLARK-CORNELIUS CORPORATION
117 W. 46th St., N. Y. C.
I
DISTRIBUTED BY SELECT
Two thousand people
witnessed its premiere at
the Ritz-Carlton Hotel
in New ) ork. It ivas the
most enthusiastic, thor-
oughly pleased audience
ever gathered. Critics
pronounce it the most
entertaining picture ever
made; reviewers credit
it with 100 per cent, per-
fection.
A Lily Among Weeds
"With frank and melodramatic
touches, "REPORTED MISSING"
is rare enough to make it a lily
among weeds few picture* have
been treated so intelligently and
with such gratifying originality
and. best, the high standard is
maintained from chapter 1 to the
end."
Louella O. Parsons,
The. Morning Telegraph.
A Sensational Success
"If last night's reception
before such an audience is
a criterion, this picture is
a sensational success. It is
really two pictures in one
and will give Fairbanks a
close run."
S. Jay Kaufman,
The Evening Globe.
Value: 100 per cent.
"TYPE: Comedy Drama.
DIRECTION: Swell. PHOTOG-
RAPHY: Great. VALUE: 100 per
cent. Believe me, boys, there was
action in that piece! I don't be-
lieve I've ever seen before so odd
an admixture of seriousness and
foolery. And the combination is
a satisfactory one."
McElliott,
N. Y. Daily News.
i
May 6, 1922
EXHIBITORS HERALD
1
1
Playing New
York's Leading
Theatre—
Beginning Sunday
April 23rd—
SELZNICK'S
ii
REPORTED MISSING
99
Starring
OWEN MOORE
WILL APPEAR FOR AN INDEFINITE ENGAGEMENT
AT THE
CRITERION THEATRE
BROADWAY AT 44th STREET
12
KXHIBITORS HERALD
May 6, 1922
SHADOWS
have aroused the curiosity .and held the interest of children always.
It is different now, however, from what it was when Robert Louis
Stevenson wrote the little poem for children entitled "My Shadow."
"7 have a little shadow that goes in and out with me.
And what can be the use of him is more than I can see.
He is very, very like me from the heels up to the head;
And I sec him jump before mc, when I jump into my bed."
Second National Pictures Corporation
by the adoption of systematic methods of distribution, is enabled to offer the
best possible motion picture entertainment for children and adults as well, and
on most attractive terms.
RELEASES
"THE NIGHT RIDERS"
"DAVID AND JONATHAN"
"HER STORY"
BROKEN SHADOWS"
Second National Pictures Corp.
140 WEST 42nd STREET, NEW YORK
lay 6, 1922
EXHIBITORS HERALD
13
The Pictures that Appeal to All Classes
Are the Ones for All Exhibitors!
And that means
(paramount (pictures
CURRENT
(paramount Qiclures
BETTY COMPSON in
"The Green Temptation"
WILLIAM deMILLE'S
"Bought and Paid For"
with Jack Holt and Agnes Ayres
DOROTHY DALTON in
"The Crimson Challenge"
"IS MATRIMONY A FAILURE?"
with an all-star cast
"THE GOOD PROVIDER'
Created by Cosmopolitan
GLORIA SWANSON in
Elinor Glyn's
"Beyond the Rocks"
JACK HOLT and BEBE DANIELS
in "North of the Rio Grande"
A GEORGE FITZ MAURICE
production
"The Man From Home"
with James Kirkwood
AGNES AYRES in
"The Ordeal"
THOMAS MEIGHAN in
"The Bachelor Daddy"
WALLACE REID in
"Across the Continent"
POLA NEGRI in
"The Eyes of the Mummy"
By J. C. SELLERS, IRIS THEATRE,
DETROIT, MICH.
I HAVE had the opportunity to study Paramount Pic-
tures and the effect they have on a varied class of
patronage better, perhaps, than most exhibitors in this bus-
iness. Besides their standard quality and far-reaching
publicization, it is their ability to mix well in contrasting
population elements that is a powerful factor in my busi-
ness. Let me explain :
My theatre is situated on a boulevard! In front of
me and at all sides is one of the most fashionable districts,
of the city, with naturally an exacting element to cater to.
Directly behind me is the village of Hamtramck, made up
mostly of foreign folks working in the various automobile
plants in that section.
Now I get some of both of these classes of people.
And that is where Paramount Pictures come in. It is very
noticeable that on the nights I play these films my business
not only jumps, but it is drawn from both sections, those in
front of my theatre and those behind.
It seems that most Paramount pictures are suitable for
any class of trade. They please the man of high education
and environment the same as they prove satisfying to the
man of lower learning and occupation. It is remarkable to
me how pictures can strike such a level.
Paramount specials all have proven big winners for
me and I have taken every advantage of the opportunity to
link up with their advertising campaigns, not only nation-
ally but locally. To me this is a big factor that no exhibitor
should overlook when he is playing this brand.
The reconstruction days have hit us all, people aren't
spending money as they once did, but I'll be perfectly con-
tent if I can continue to get pictures that will please all-
around patrons as Paramounts do in my peculiarly situated
house.
FAMOUS PLAYERS- LAS KY CORPORATION
. ' AOOLPH ZUKOR. Pr<t,<te*t .
14
EXHIBITORS HERALD
May 6, 1922
When a Great1 Author
Writes Directly for
the Screen- —
YOU can be assured of something en-
tirely out of the ordinary, entirely orig-
inal, full of genuine feeling and
absorbing interest.
"The Ordeal" is the first original screen
story by W. Somerset Maugham, author of
"The Circle," "The Moon and Sixpence" and
other successes. It was made under his per-
sonal supervision.
The character of the girl, as portrayed
Dy Agnes Ayres, will live forever. The stir-
ring scenes, the vital plot, will cling in your
memory. When you see it you will realize
what a screen story can be !
The notable cast includes Conrad Nagel,
Clarence Burton, Edna Murphy, and Ed-
ward Sutherland.
By W. Somerset Maugham
Scenario by Beulah Marie Dix
Directed by Paul Powell
-j^jp^ FAMOUS PLAYERS LASKY CORPORATION
ESS? ~—- gggg
ADOLPH ZUKOP^
PRESENTS
/ignesfiyres
it
THE ORDEAL
CC (paramount Cpidure
JESSE L. LASKY
presents
WALLACE REID
4
*
/
The Laughter Will
Resound From
Maine to California!
^HE poor man's automobile has at last reached the
screen! And with Wallie Reid in his greatest role
to date, it forms the basis of one of the funniest
comedies in all screen history. There's heart-
interest in it too — and lots of thrills.
The climax— the transcontinental
race, is as exciting as anything
you'll see injmany a day. The
great cast includes Theo-
dore Roberts, Betty
Franciscoand Mary
MacLaren
a
Cparamount
Cpicture
as-
m
vymd scenario
£ on Morgan
Directed by Philip
E. Rosen
16
EXHIBITORS HERALD
May 6, 1922
P,-C Pictures* Present
May 6, 1922
EXHIBITORS HERALD
"he5tar Vith a Million Followers
[RE'S a story that moves with a whizz and a bang — set amid the glitter of the
roadway show world — a dancing girl craves a chance to act in drama — a great
ay wright turns her down — then she proceeds to PROVE her ability and the
It a whale of a plot —
wtising and Exploitation Exhibitors Want
3S ERS loaded with novelty and box-office " pull" — other accessories that draw like a porous
)la:;r — a flock of exploitation stunts devised by experts — "The First Woman" has any number of
xp itation angles — the fame of Mildred Harris — the novelty of the title — the mystery-love element
I s ry — the surprise that lands with a crash at the end — They'll revel in the mystery and comedy
ey' adore Mildred Harris— They'll come if you GO AFTER 'EM WITH OUR EXPLOITATION !
»oi Thru Your Nearest R-C Exchange
EXHIBITOR CO-OPERATION
s~
OUR PICTURES ARE SOLD ON A CO-OPERATIVE
BASIS WITH STATE-RIGHT BUYERS.
WE RETAIN AN INTEREST IN OUR PRODUCTIONS AT
ALL TIMES, AND WE BEND EVERY EFFORT TO HELP
EXHIBITORS DERIVE THE MAXIMUM RESULTS
FROM EACH AND EVERY AT TRACTION.
OUR BROADSIDE PRESS SHEETS CONTAIN EVERY CONCEIVABLE
IDEA ON EXPLOITATION,BUT WE DO NOT STOP HERE.IM MEDIATE-
LY UPON RECEIVING THE EXHIBITORS CONTRACT OUR SPECIAL
EXHIBITORS CO-OPERATION DEPARTMENT SENDS YOU
ADVERTISING SUGGESTIONS, IN ADDITION TO FURNISH-
ING IDEAS SUCCESSFULLY USED BY OTHER LIVE-WIRE SHOW-
MEN.
THIS HAS BEEN OUR POLICY WITH "WHYG1ULS LEAVE HOME !
XHD 'SCHOOL DAYS" AND YOU CAN DEPEND UPON THIS
KIND OF CO-OPERATION WHEN YOU BOOK
YOUR BEST FRIEND
featuring
VERA GORDON
A HARRY RAPF
DIRECTED BY
WILL NIGH
N
WARNER
1600 BROADWAY
cooperation you „ y°U the
idea t you
very t.
NEW
CLAIRE ADAMS'
CAPL GANTVOORT
UE AN HERS HOLT
ADAPTED FROM THE NOVElT
WILDFIRE"
By ZANE GREY
PRODUCTIONS
It Has the Stuff That Box-
Office Records Are Made of!
A heroine of the great out-of-doors, beauti-
ful, hard-riding, fearless.
A rancher hero, handsome, equal to any
battle.
A plot of action, thrills, suspense.
A stirring race in which the girl, a last
minute entry on a wild mustang of the
plains, rides to a breath-taking victory.
You Can Have No Qreater Promise
of Profits Than this Affidavit!
Edward Bowei, Managing Director of the Capitol, N. Y ,
made the following sworn statement:
This is to certify:
That "When Romance Rides" played last
night to the biggest gross receipts for any one
night in the history of the Capitol Theatre.
(Signed) EDWARD BOWES, Managing Director
dTTtribuTed **V\
r.ni nwvki
Its
is
]yjy 6, 1922 EXHIBITORS HERALD 21
t FASHIONS IN PICTURES
0 FASHIONS, like the sun, travel from East to West. There are fashions Q
in motion pictures just as in everything else. The fad on Broad- ©
way today sooner or later becomes the craze all over the country. ^
q MELODRAMA has come back. The big stage hits of the season have J
J been melodramas, and the New York public has paid $5.00 a seat Q
to see them. Melodrama is again ruling strong on the screen. 0
B ©
© "FAIR LADY" is a big, high-class, stirring, thrilling melodrama — a melo- ©
drama that spells love, romance, adventure, intrigue. It furnishes fi
X entertainment that is all the rage everywhere. X
© . I
Q SELL THIS great picture to your public as a melodrama; the kind of ^
amusement the big towns are paying big money to see. Play up ©
the thrills, the action, the heart beats ! Your box office will give j|
f the answer. i
a . o
H WILL TELL more about this picture next week.
6
The man who sells amusement, like the man who sells mer-
chandise, must study the styles, and the wants and needs of his
public. The people of one city generally want what those of other
cities want. Give it to them, and profit at the box-office.
"IF STATE RIGHT MAN COULD GET ONE A
MONTH LIKE IT, IT WOULD GIVE HIM PRODUCT
WITH WHICH TO COMPETE WITH BIGGEST
RELEASING ORGANIZATIONS IN INDUSTRY."
Selle oP
Alaska
Jl Heart andMction Drama of
the Roaring Yukon
Supported by
NOAH BEERY and J.FRANK CLENDON
J! Chester Bennett Production
In these days of so many flabby, jellyfish,
worthless stories on so many screens— the
kind of spineless stories that have so injured
the patronage of theatres — we commend to
exhibitors "Belle of Alaska" which has a
story, has drama, has power and has
audience-values.
It is a drama with strong, muscular physical
action. It has the dash and virility of "The
Barrier;" the punch and thrill in excess of
"Carmen of the Klondike" and it is splen-
didly acted by Jane Novak and Noah Beery
— two of the screen's ablest players. Kick
out some spineless story and put in this
one.
IVmericatv
RELEASING .CORPORATION
Walter e greene.
F. a WARREN. I'nU*
24
EXHIBITORS HERALD
May 6, 1922
H. O. DA VI!
presents
The Silent Call
From Hal G. Evarts' story, "The Cross Pull" in the
Saturday Evening Post.
A Laurence Trimble
Jane Murfin Production
Distributed by Associated First
National Pictures, Inc.
RELEASED ON THE OPEN MARKET! AVAILABLE TO ALL EXHIBITO
Mav 6. 1922 EXHIBITORS HERALD 25
"Chaplin as Fans
Like Him Best!"
— Motion Picture News.
All the trade experts agree
that this is one of his top-
notchers. Read 'em and
book it !
'"Pay Day' is Chaplin as the Chaplin fans like him best.
Twenty-five minutes of excellent entertainment. It is
Chaplin from beginning to end and the fans will wel-
come it with delight." — Motion Picture News.
"You're going to fight to get this one. Replete with
roof-lifting laughs from start to finish. The pinnacle of
comedy achievement. The public will laugh itself
weak." — Moving Picture World.
'"Twenty-five minutes of rollicking fun and rapid action.
It keeps the audience rocking in a continual gale of
laughter. It's a money maker for exhibitors even-
where." — Exhibitors Trade Review.
"Once more Chaplin proves himself the king of come-
dians in a two-reeler that has all the drawing power of
a feature and 'then some,' as far as the box office is
concerned. ' Pay Day' is in a class with 'Shoulder
Arms' and "The Kid.' If you have been feeling down-
hearted, if the coffers are empty and the box office
looks blue — cheer up. Here's another Chaplin picture
that will swell the receipts and make everybody happy."
— The Film Daily.
Charles Chaplin
in
"PAY DA Y"
Written and directed
by Charles Chaplin
V. FIRST NATIONAL ATTRACTION
26
EXHIBITORS HERALD
May 6, 192.'
" Norma jTalmadge's Best Picture
Is the Best Picture of the Year!"
That's what the Weekly Film WEEKLY FILM REVIEW
Review says — and
That's what they J ~oRllA^
all say- I SAfftjJV TuT*
"Smilin' Through" /gg/ ^ — ^ 0ID.
■ Kenneth u*ref"
f "«>-.1« , .V'.r.,,,, ~ ,
T, • , •( I , . I Cto, S / Wyn*
I his beautiful photo-drama I ^j,,?* ' """Mm stan(jln
made such a sensational I L"«e MaTy £ s"prisoi, j?^
hit on Broadway that R / o„c . ' °°'w'6en's ^ A~ >>• Fra„cis
Managing Director I ~*^iSS
Joseph Plunkett has held I *?, « «. fe"' °f %T " «•
it over in the big New J S.-
York Strand for a second / o» i^/f "if *V ^
week's run. / ^J-Sf. X ^ e^ ^ X'
And not on y Broadway I «t S"** -^r*^ «
-it is creating a sensa- / .'""M eve„ °,ca',°»s posses.""1' e»mpie „?*„* Ium
tion in every city from ' /i^&*X-5A^^^>£S
coast to coast. /
«arrison fr , rhr°ugh- a nd adm/raM Ending- a/„ 00
/ to? ■i?*s4r %r aractS- ^-
Presented by Joseph M. Schenck; / The p* So^> and of /oJe-that 0f r fi"est 'eadin,,
adapted by James Ashmore Creel- / *ith 3re w"felv w en"eth tyavn der^iah ff "-en 0n
man and Sidney A. Franklin from / abie as tCT"' Akc B*1'* and Mr » the »ode£e' '? <he
Allen Langdon Martin's play. / fect/y SUlv .d^0' frienrf ' Francis fs F°rd pl rtl ^sode.
Directed by Sidney A. Franklin; / Za? d to the ro7 °f J°h" CaL °eedinSly f£ ^ bo^
Charles Rosher; technical direc- / to*, j^fg* Siijl* ^ C^f0"nd 2* ' * **•
W.llar 1 M. Reineckjand / so beaut??,* h*s she . j i,fce a rare d;" bea°ty and » «
I heignt . sounds . J sH'bn' y of tar h ' never
A First National L °st «*«t fo;werr:a^ed befor^^a is
Attraction ' . Proba% not
It's All the Screen Can Give!
Hherell be a Franchise every i where
Clear the Way!
By MARTIN J. QUIGLEY
The way must be cleared for better co-
jeration among the various branches of this
idustry, better understanding and a better de-
:nse against the enemies from without.
No individual, faction or group of what-
rer branch of the business should any longer
i permitted to block this program. Common
;nse recommends this policy and the emer-
encies which are certainly to be faced in the
timediate future demand it.
A spirit of optimism in this connection has
one about since the recent meeting in New
ork City between members of a local exhibi-
ts' organization and Mr. Will H. Hays. That
leeting was hailed as a start in the right direc-
on, which, indeed, it was. However, the
Durse of the movement then started will be a
lost difficult one — if a possible one at all —
nless the road is cleared, unless certain groups
rid individuals whose opposition can be de-
ended upon are gotten out of the way.
We declare that such opposition can be de-
ended upon because much of the conflict and
ntagonism that has had a place in the motion
icture business did not come about in a natural
nd spontaneous manner but was artificially
reated for the same purpose that certain types
f labor leaders are always unwilling to have
leir unions altogether at peace with the world,
uch a condition, they feel, would be a threat
their payroll connections, their grafts and the
thority which they hold only to abuse.
Hence, any complacent contemplation of
hat the future holds in this respect will afford
othing but a delusion unless vigorous, forcible
nd determined steps are taken.
There is no reasonable doubt that the over-
helming opinion among the exhibitors of
.merica is that, individually and collectively,
bey want to be done forever with the inter-
factional and inter-branch quarrels that have
marred the business and have constantly stood
out as a peril to the permanency and stability
of the exhibitors' investments. There is no
doubt that the theatre owners believe that if
they maintain fair and intelligent representa-
tion, and if fair and intelligent representation
is also maintained by producers and distributors,
great progress can speedily be made toward
the curtailment and eventual elimination of
those conditions in the industry which have
made for friction, mistrust and misunderstand-
ing.
Excepting only those identified with pro-
duction and distribution who are committed to
sharp practices and who inevitably must fall
and be forgotten through such practices, there
can be no doubt that the dominating thought
is to create and maintain the highest type of
goodwill with the exhibitors. To assume any
other attitude toward their customers — the ex-
hibitors— would be attributing to producers and
distributors a type of commercial stupidity
which no reasonable person would allege.
Therefore, the representative sentiment of
the industry is solidly for progress. The ob-
structionists represent nobody and nothing but
themselves. The objects they are playing for
would serve only themselves and would perpetu-
ate the hostile influences that have been con-
tending against the advancement of the indus-
try. To allow such as these to stem the progress
of this business would be little short of a crim-
inal neglect of an urgent duty.
Immediate action is imperative.
The industry has waited long for its op-
portunity to reconstruct along lines consonant
with the highest ideals of modern business —
and such an opportunity is now at hand. Clear
the way!
28
EXHIBITORS HERALD
May 6, 1922
.MARTIN J. QJJIGLEY
PUBLISHER/ €P EDITOR
Published every Wednesday by Martin J.
Uuigley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois. (Tele-
phone: Harrison 9248-0249.)
New York Office: 1476 Broadway. (Tele-
phone: Bryant 1368 and Bryant 5111.)
Los Angeles Office: 453 South Spring St..
(Telephone 600-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV May 6, 1922 No. 19
Looking Up
There are many good reasons for con-
sidering production a barometer of con-
ditions in this business. The producer,
because of the requirements of his posi-
tion in the industry, must either sink or
swim on the basis of his judgment of
future conditions both as to character
and as to quantity of production. If,
indeed, production is an accurate ba-
rometer of conditions the immediate fu-
ture may be looked forward to for a re-
turn of better business conditions.
Production plans disclosed within the
past two weeks indicate that during the
coming Summer the studios of America
will be busier than any time within the
past two years.
* » #
Harding's Views
It is to be hoped that nothing will in-
terfere with the acceptance by Presi-
dent Harding of the invitation to ad-
OF SPECIAL INTEREST
Patrons Voir Overwhelmingly for
Lrbuckle Films 32
l-r. »s Hooks Should Crystallize Ideas
into tirccnlinclts 34
NEWS OF THE w BSBK
Cohen sad Walker sl>llf: Open Eight
for Control of H. P. I. O. A 29
Benjamin Hampton Disposes of Eiim
Holdings In llig Ileal 31
••lllg I'our" Siibxidinrj A\ i 1 1 Offer
Market for Independents 31
Barn | Talks Holi (enter of
Stage at "Love Feast" 33
Neilan < loses lllntrihullon Arrnnge-
nent with Goinwyn 34
r. \. Powers mjusosuices \iniintion
with Hani Producing lulls 35
Omelals or First National Are ite-
eleeted nl Annual Meeting M
DntllKhl Saving nai Sunday Closing
dress the coming convention of the
Motion Picture Theatre Owners of
America. As a former newspaper ed-
itor the Chief Executive doubtlessly
holds a broad and sympathetic vision
with respect to the possibilities of the
pictorial means of thought transmission
as represented by the motion picture
and an address from him to the theatre
owners assembled in Washington would
afford much encouragement, inspiration
and valuable advice, meanwhile making
the event one that would live brilliantly
in the record of the theatre owners' as-
sociation.
* * *
Arbuckle Pictures
Because of the complexities of the sit-
uation the question of whether the Ar-
buckle pictures should be returned to
the screen is receiving widespread dis-
cussion in the trade. The announce-
ment of Mr. Will Hays that these
pictures would not immediately be re-
turned to the screen appears to have re-
ceived popular approval.
If these pictures were put out broad-
cast throughout the country at this time,
the industry doubtlessly would be sub-
jected to much criticism. If, however,
the pictures are from time to time ex-
hibited in various localities without
widespread trumpeting and fanfare it
can be determined just what is the pub-
lic opinion on the question. This opin-
ion— whatever it may be — should be
considered as decisive with respect to
what course should be taken.
* * #
The Tide Turns
The censorship tide in New York
state appears to have turned with the
vetoing last week of an amendment to
the present censorship law which would
have invested the motion picture com-
mission with extraordinary powers. The
fact that greater and still greater power
was sought by the commission is hardly
notable as it simply is in line with the
censorship spirit. Governor Miller's
veto, however, coming after he has had
a practical demonstration of censorship
for several months, is of considerable
interest.
I>cfeatcd In Illinois 43
Expect 20O Civic Workers at Atlanta
Better Eilms Conclave 44
DEPARTMENTS
Pictorlnl Section 37
The Week in New York 42
Money Making Ideas 44
The Theatre 45
NewMpietu res 53
With the Procession in l.os Angeles 57
Reviews 59
Public Rights I.enguc 03
Letters from Headers 68
Topics of the Day 68
What the Picture DM for He 69
Traveling Through tfebrusks with
II. E. N 80
Thentre equipment 81
Chicago Trade lOvents 86
QuJuC tO Current I'lelurcs 88
Re -Takes
J. R. M.
Well, anyway the Radiophone has
taken some men's minds off of pro-
hibition.
* * *
Awful plebeian, that fellow Hays. He
gets down to work at 8 o'clock.
* * *
He probably meets some of 'em just
going home.
* * *
Old Stuff
We refuse to get excited over the
announcement that Mary Garden is
again going to star in pictures.
* * *
They're the Hardest
I see where Bennie Ziedman has an
option on "The first fifty years." Why
didn't you make it a hundred while you
was about it, Ben?
* * *
Lucky
It's a good thing that Hotel Willard
fire occurred before the film crowd got
there, or some of them would have lost
their other shirt.
* * *
Our New Feature
By Dan E. Daily
Gee, Whiz ! This writin' a col.
isn't so ezy. Maybe, if I mispell
ev'ry other word, it'll look funnie,
and my bum languige wont make
me look like a rummie. Well here
goes.
Herd a rumor that Ford's Dear^
born Independent is to be made the
official organ of the M. P. industry.
Had to go to press without findin'
out if it was so. That's one trouble
with Industry. Too many rumors
It takes all the pep outa th' news
Worst thing in world. Trade ought
to squelch it. Ask Mister Hays
He'll tell you it almost ruined the
P. O. biz. for the bandits. The)
couldn't tell when the ol' mail was
due. Its same with pics. Its ru-
mored a big pic. is being made. An
then when you go to see it you fine
'taint so. It worries the exhibitor
too. He sometimes don't know
where his next limousine's coming
from.
Punk picshures, accordin' to Joe
Lee, kill biz. Out west there's a
guy who has discovered that ol
fillums mixed with sawdust make
fine fuel. They burn fierce. That'^
a good idear. Buy up all the ol
fillums arid sell 'em to this fellah
Out West. And keep the home fires
burnin'. By-and-by we'd have onl)
supcr-de-lux produkshins left. Nc
charge fer this idear. More next
week.
* * *
Too Cold for the Park
Ho, for Washington. The N. Y
Telegraph has rented a room in a hotel
so has Harrison. Looks like big doings
IN THIS ISSUE
ay 6, 1922
EXHIBITORS HERALD
29
rohen and Walker in Bitter
Fight to Lead M. P. T. O. A.
rhe Final Break
Senator Walker has been the na-
nal counsel of the Motion Picture
eatre Owners of America. Because
political and legislative activities,
nator Walker has been unable to give
e necessary attention to the work of
e organization, despite the fact that
; retainer was $1,000 per month. For
lly five months, Senator Walker has
ne nothing whatever for our organ-
ition. He has been for three months
that time busy at Albany as a party
ider and for two months was ill and
able to work.
Finally, after it became manifest that
nator Walker could not or would not
rform the service for which he was
gaged, members of the national execu-
te committee definitely terminated his
nnection with our organization and
tified him to that effect.
"Senator Walker's position with the
. P. T. O. A. has been only that of an
gaged attorney. He was not author-
id to make any statements for our
ganization within the past five months,
id any statements he may have made
cently purporting to represent the
;w of our organization, were made
lely as his personal views, and in no
nse represented the sentiment of the
embers of the M. P. T. O. A" — S
ml issued from the office of Sydney S.
ihen.
* * *
"Information has just reached us of
rtain slanderous telegrams sent
roughout the country making untruth-
I and damaging charges against Sen-
or Walker. Walker has been urged
lead the exhibitors of the country to
althier and more profitable business
nditions which some of us believe only
can do. He has consistently refused
■ to date. Most of us believe it is not
>ly a disgrace but a sad commentary
i our manhood and gratitude to repay
s loyal, unselfish and wonderful work
ith abuse and lies.
'Exhibitors knowing Walker's entire
story are indignant and keenly resent
is unjustified attack, and we believe
would be a calamity to us to lose
alker, which seems certain if men of
tegrity and decency in our business do
>t reassure him of their confidence and
• preoption.'' — Statement from Charles
O'Reilly and Samuel I. Berman.
Will Hays Big Issue
In Battle for Control
Berman and O'Reilly Split With Cohen — Walker Is
"Fired" as General Counsel
By EDWIN S. CLIFFORD
(Managing Editor, Exhibitors Herald)
Internal dissension, which has been smoldering in the ranks
of the Motion Picture Theatre Owners of America for the past
six months, has burst into flame.
With the Washington convention less than two weeks away, a bitter
struggle for control has been started which in its intensity promises to
surpass any previous quarrel in the history of the organized exhibitor.
"Peerless Triumvirate" Is Shattered
Sydney S. Cohen, Charles L. O'Reilly and Samuel L. Ber-
man— the "peerless triumvirate." — have split.
Senator James J. Walker, national counsel, zcho has been
official spokesman for the M. P. T. O. A. for the past eighteen
months, has been selected by opponents of Cohen as their can-
didate for president. O'Reilly and Berman have lined up in
back of Walker.
Sydney S. Cohen has replied by announcing officially his candidacy
for reelection to the presidency of the organization and has "dismissed"
Senator' Walker as national counsel.
Race on to Line Up State Delegations
The race for votes at the national convention started immediately.
Telegraph and telephone wires, leading out of New York, have been hot
with appeals for support and charges and counter charges.
All of the state organizations have held their conventions
and elected uninstructed delegates to the national conclave. At
the time the delegates zcere named, there z<.'as no hint of a con-
test for the presidency. In fact, no candidate zvas in the field.
Up to date, Michigan is the only state to announce its choice. It
stands solidly behind Cohen. Al Steffes of Minneapolis has announced
himself to be with Cohen and it is probable that he can swing the entire
Minnesota delegation.
Walker's Friends Claim New York Vote
Friends of Senator Walker have studiously avoided any detailed an-
nouncement of where they expect to muster their strength, except a state-
ment that Cohen "cannot carry his own state" — New York.
The fact that Charles L. O'Reilly, president of the New York state
organization. Samuel I. Berman. executive secretary, and William Brandt,
former president of the T. O. C. C. of New York City, are with Walker
tends to confirm this statement.
The M. P. T. O. A. gives each state a delegate for each representative
it has in congress, so that a maximum of 531 delegates is possible. Few of
the western states, however, are expected to send complete delegations.
Personalities Are Injected Into Fight
Up to the time that the fight became open, supporters of Cohen and
Walker limited their arguments to singing the praises of their favorites.
With the campaign suddenly leaping to the fever heat, however, personali-
ties have been injected and the fight has approached dangerously near the
"mud slinging" stage.
Advocates of Walker's election declare that under Cohen's leader-
30 EXHIBITORS HERALD May 6, 19;
THE UNVARNISHED TRUTH ABOUT WASHINGTON
The entire motion picture industry looks to the HERALD for the plain, unvarnished
truth about every big news story which develops within the business.
The HERALD has never failed nor will it fail in covering the Washington conven-
tion of the Motion Picture Theatre Owners of America, May 8 to 12. The HERALD
will have the complete story — accurate, unbiased and honest.
ship none of the evils the exhib-
itor has to cope with have been
remedied; that the abuses prac-
ticed upon exhibitors by producer-
distributor subordinates still con-
tinue and that film prices today
are 50 per cent higher than they
were in 1920.
Cohen's cohorts, in return,
charge that Senator Walker neg-
lected his work as general counsel
despite a $1,000 a month retaining
fee, and charge he is the candidate
of the producers and "a few dis-
contented exhibitors."
Hays Is Live Issue
Cooperation with Will H. Hays, for-
mer postmaster general and now presi-
dent of the newly organized Motion
Picture Producers and Distributors As-
sociation, is the big issue in the campaign.
Walker, O'Reilly, Berman and Brandt
have expressed themselves publicly for
harmony and being ready to cooperate
with Hays in every way to bring about
a better understanding between the dis-
tributor and the exhibitor.
Cohen has expressed himself as favor-
ing "cooperation" but has avoided any
direct proffer to Hays individually. The
M. P. T. O. A. Bulletin, generally* re-
garded as expressing Cohen's opinion,
has taken several "slaps" at Hays, and
official statements from the M. P. T. O.
A. in the last few days have indirectly
criticized the former postmaster general.
One statement criticizes Walker and
O'Reilly for exceeding their authority by
inviting Hays to speak at the Washing-
ton convention.
Holly Movement Bobs Up
The so-called Holly movement, upon
which Fxhihitors Herald turned the
spotlight six months ago, also may have
a place in the general discussion.
Since the Herald reproduced a letter
signed by Dr. Francis Holly soliciting a
fur dealer for an industrial film to lie
shown on the theatre screens. Dr. Holly
has ceased to be a "hcadliner" at exhibi-
tor rallies but has not been completely
dropped.
It will be recalled that immediately
after the expose, Sydney S. Cohen issued
a statement to a representative of the
Herald repudiating the Holly letter and
a week later denied giving out this inter-
view.
It will be recalled, too, that a telegram
signed "Dr. Holly" was sent out from M.
P. T. O. A. headquarters to trade papers
and exhibitor leaders making some frenzied
insinuations against the Herald's integ-
rity, which he failed to substantiate when
cafled upon to produce proof.
Skillful Political Maneuvering
Both sides in the controversy have
carefully prepared the stage for their an-
nouncements.
Cohen rescwed his announce-
ment until he received a telegram
asking him to run for reelection
from the Michigan M. P. T. O.,
of which A. J. Mocller, appointed
business manager of the M. P.
T. O. A. by Cohen, was formerly
business manager.
Senator Walker is expected to
make his formal announcement
this zveek in response to personal
solicitation and wires from ex-
hibitors.
The ball was started rolling by Marcus
Loew at a meeting of the T. O. C. C. two
weeks ago in which he appealed to the
exhibitors: "For God's sake, don't let
Walker get away from you." A reviewing
service pamphlet, which was favored with
endorsements by the M. P. T. O. A. state
organizations for a time and was later
denied endorsements, and a national trade
paper, which "played with" Cohen for
several months and was er.thusiasticallv
endorsed by the M. P. T. O. A., later
breaking away but continuing to adver-
tise the endorsements, are "demanding"
that Walker accept.
Newspapers Precipitate Crisis
It remained for the New York World —
a newspaper which makes a feature of
"inside motion picture news" and which
is consistently misinformed or deliber-
ately so — to drive the fight out into the
spotlight.
Getting an inkling of what was devel-
Steffes Not
A Candidate
W. A. Steffes, head of the
Motion Picture Theatre Own-
ers of Minnesota, has made an
announcement denying that he
has ambitions to become presi-
dent of the M. P. T. O. A.,
declaring on the other hand
that :
"The future, and even the
existence of the Motion Pic-
ture Theatre Owners of Amer-
ica, depends upon the re-elec-
tion of Sydney Cohen. Now
as never before exhibitors of
the United States need organi-
zation, and to maintain the one
which they have, they must
re-elect Sydney Cohen."
oping, the World printed a story It
Senator Walker had been invited to •-
come the "Hays" of the exhibitors d
would accept the post if given a sa y
of $75,000 a year.
In the trade, the story, of course, s
lightly regarded, but it did contain e
first public inkling that Walker migh e
a candidate for the presidency.
A broadside from Cohen's office i-
rected at Walker and Cohen's annou ■-
ment of his candidacy immediately 1-
lowed.
O'Reilly Issues Comment
State President Charles L. O'Reill- il
the M. P. T. O. of New York, made t
following comment on Cohen's candid; :
"I was surprised to read an offi
cial announcement by Sydney S
Cohen that he insists on being ;
candidate for reelection, particular
ly in view of the fact that the offi
cers, executive committee and boart
of directors, who represent the ex
hibitors of the country, is to mee
in so short a time.
"While Senator 'Jimmy' Walke
is in no sense a candidate for Syd
ney Cohen's position, nevertheles
the sentiment of the exhibitor:
seems to be strong for urging the
Senator to accept the leadership o
the organization.
"In view of the fact that the prodii s
and distributors have organized d
placed at their head a big man wit a
national reputation in the person of ' 11
Hays, it would be a wonderful thinj o
place at the head of our organizatk a
man with the ability and the rcputa n
of Senator Walker.
Says Cooperation Needed
"It is fortunate indeed for the exl i-
tors of the country that they have a n
of Senator Walker's calibre, who kn I
their problems and who has fought I ir
battles so well.
"It is my belief that when the full i-
portance of the situation for cooper.Tii
is brought to the attention of the exli t-
ing body of the country, the demand >r
the Senator's acceptance will be so o r-
whelming that personal ambitions II
have no consideration in considering w
needs of the day.
"Nobody has fought for Sydne.
more consistently than I have bu
I would not allow any persona
feeling of mine to misguide me ii
urging what I believe is best fo
the protection of the investment
of the exhibitors of the country.
The Broadside at Walker
The broadside at Senator Walker il
issued from Cohen's office under the 1
lion "From the executive committci !j
the Motion Picture Theatre Owner 'i
America." It is as follows:
"An article appeared in the New )'k
World stating that an offer of the I' *
dency of the Motion Picture There
Owners of America had been mad ,l'
Senator James J. Walker.
(Continued on page 54)
lay 6, 1922
EXHIBITORS HERALD
31
BENJAMIN B. HAMPTON disposes
of film interests in $2,000,000 deal
closed on Coast.
Transfers Convention
Headquarters Because
Of New Willard Blaze
(Special to Exhibitors Herald)
I NEW YORK, April 25.— National of-
ices of the Motion Picture Theatre Own-
ers of America have announced that
>wing to the fire which destroyed the
rand hall room of the New Willard hotel
n Washington, the convention will be
icld at the Hotel Washington. Imme-
4iately following the fire, A. Julian Bry-
awski made arrangements with the man-
.gement of the Washington whereby all
eservations made at the New Willard
>y exhibitors would be taken.
Floods Close Houses
At Beardstown, III.
(Special to Exhibitors Herald)
BEARDSTOWN, ILL., April 2r».—
The Princess and Gem theatres in this
city were forced to suspend operation
because of the flooding of the town when
i levee 'broke.
About forty city blocks were under
from four to ten feet of water, making
it impossible for patrons to attend pic-
ture shows.
To Convert Selig Zoo
Into Amusement Park
(Special to Exhibitors Herald)
LOS ANGELES, April 25.— Col.
H Selig, pioneer producer, is to con
W.
onvert
the Selig Zoo, where numerous animal
and other films have been made, into a
$3,000,000 amusement nark.
Two Officials Leave
Wid Gunning Company
(Special to Exhibitors Herald)
NEW YORK, April 25.— Ricord Grad-
well, managing director, and Nathan
Vidaver, general counsel, have withdrawn
from Wid Gunning, Inc.
Benjamin Hampton Disposes
Of Film Holdings in Big Deal
Motion Picture Productions Involved in Transaction
Represent Actual Cost of $2,000,000— New
Company to Be Formed by Bowen
(Special to Exhibitors Herald)
LOS ANGELES, April 25. — One of the largest cinema financial trans-
actions here in recent months has just been consummated. Motion
picture productions representing an actual cost of $2,000,000, four large
producing corporations and the literary works of eleven prominent
authors, were transferred by Benjamin B. Hampton, and his associate,
llewlings Mumper, to J. E. Bowen, president of Cosmosart Pictures Cor-
poration.
Three Companies Figure in Big Deal
Three distributing companies figure in the deal: \Y. \Y. Hodkinson,
Pathe Exchange, Inc., and Goldwyn Distributing Corporation, all of
which have been handling the Hampton output.
The screen properties changing hands include Federal Photoplays of
California; Benjamin B. Hampton Pictures Company; Great A Authors'
Pictures, Inc.; Zane Grey Pictures, Inc.; a minority interest in Rex Beach
Pictures, Inc., and few minor interests held by Hampton and Mumper.
Thes* have been commonly known as
Federal Productions, and a new corpora-
tion with a $:.\j<)0,000 capitalization is to
be organized by J. E. Bowen to continue
the production activities of this brand.
Associated with J. E. Bowen in the pur-
chase are Frank E. Spicer, vice president
of Cosmosart; W. G. Logan, business
manager and treasurer; W. J. Reed, sec-
retary; James Warwick, T. C. Hughes
and Earnest Palmer, all three directors
of Cosmosart.
Lists Productions
The productions changing hands in-
clude "The Westerners," "The Sagc-
brusher," "The Dwelling Place of Light,"
"The Spenders," "A Certain Rich Man,"
"Hearts Haven," "The Gray Dawn,"
"Desert Gold," "The U. P. Trail," "Riders
of the Dawn," "Man of the Forest," "The
Mysterious Rider," "When Romance
Rides." "Golden Dreams," "The Money
Changers," "There Was a King in Egypt"
and "The Killer."
"W hen Romance Rides" has just been
published by Goldwyn. "Golden Dreams,"
"Hearts Haven" and "The Gray Dawn"
are yet to be distributed, the first by Gold-
wyn, the last two by Hodkinson.
Continues Authors' Series
Federal productions will be made
henceforth at the Cosmosart studios on
Temple street, a recently completed plant
on twenty-one acres of land.
Bowen announced last night that he
would folio \v out the production of pic-
tures from the novels of prominent au-
thors, having taken over the Hampton in-
terests, rights and options to the works
of Zane Grey, Stewart Edward White,
William Allen White, Harry Leon Wil-
son, Clara Louise Burnham, Upton Sin-
clair, George W. Cable, Norma Lorimer,
G. W. Ogden, James B. Connolly and
Eugene P. Lyle, Jr. The output, it is
announced, will total twelve productions
annually.
Cuts Admission Price
(Special to Exhibitors Herald)
OKLAHOMA CITY, OKLA., ApriT
25. — Admission prices at the Palace
theatre in this city have been .educed to
10 and 20 cents for matinees and 10, 20
and 30 cents for evening shows.
"Big Four" Subsidiary Will Offer
Market for Independent Pictures
(Special to Exhibitors Herald)
NEW YORK, April 25. — Official announcement is made by United
Artists of the formation of a new company for the distribution
of independent productions other than those of Mary Pick-
ford, Charlie Chaplin, Douglas Fairbanks and D. W. Griffith, who,
the announcement states, are sole owners and stockholders of United
Artists Corporation.
The new organization will be known as Allied Corporation and
was formed, according to the announcements, in order that the thea-
tres, with the return to normal conditions, may be assured of a con-
tinuance of open market conditions and to assure other independent
producers of the same freedom in productions and directness in dis-
tribution that the "Big Four" themselves have obtained.
Allied will begin operations immediately. A number of promi-
nent producers are now negotiating for the distribution of pictures
already completed and in the making. The board of directors, which
is identical with that of United Artists, is : Hiram Abrams, presi-
dent, Mrs. Charlotte Pickford, Dennis F. O'Brien, Albert H. T. Banz-
haf and Nathan Burkan.
32
EXHIBITORS HERALD
May 6, 1922
Patrons Vote Overwhelmingly for
Arbuckle Films
Out of Nearly 2,000 Voting Only 130 Oppose Exhibition
of Comedian's Paramount Pictures
PROFESSIONAL reformers and others of their ilk have been yelping
for the past two weeks that the public wants no more Roscoe (Fatty)
Arbuckle pictures. But as usual the reformer has not sensed public
opinion as it would have the world believe.
Harry M. Palmer, enterprising exhibitor of Washington, Ind., where
he operates the Liberty theatre, has ample proof that the reformers' agita-
tion is for personal preferment and does not represent the will of the public
— at least not in Washington.
'THE day the newspapers announced
■*- the fat comedian's acquittal, Palmer
wired for a booking on "Brewster's Mil-
lions." That night he had 2,000 ballots,
on which the public might voice their atti-
tude on the exhibition of Arbuckle pic-
tures, ready for distribution to his pa-
trons.
Balloting continued for three days,
We are Leaving it
up to You
Do you want to see this
Picture next Thursday
and Friday nights?
Paramount has made a De-I.uxe
screen version of Geo. Ban- Mc-
Cutcheon'* "BREWSTER'S MIL-
LIONS" with Fatty Arbuckle in the
leading role. Although vindicated
by a jury of twelve fair minded
men, we are going to leave the ques-
tion of 'Fatty's* comeback to you.
This is your theater and we are
mighty glad to get your suggestions
as to the make-up of our programs.
So assist us in this matter by tearing
off and casting one of these votes as
you leave the theatre. ,
NO
YES
I do not want to see
BREWSTER'S
MILLIONS
I sure want to see
BREWSTER'S
MILLIONS
THE BALLOT used by Harry M. Pal-
mer of Washington, Ind., to determine
the popularity of "Fatty" Arbuckle
among patrons of the Liberty theatre.
during which time 1,196 patrons voted.
The reformers say that the public
doesn't want to see Arbuckle on the
screen, but patrons of the Liberty theatre
voted 1,066 to 180 in favor of presenta-
tion of the comedian's pictures.
A reproduction of the ballot distributed
by Palmer accompanies this story.
In reporting the affair a Washington
newspaper wrote:
"No effort was made on the part of
the management of the theatre to influ-
ence the vote one way or the other. The
hi, i . concerning the vote were stated ID
the playhouse and the audience was given
the option of either rejecting Arbuckle
or accepting him once more on the
screen."
* * *
SINCE Palmer's test ballot, however,
the Arbuckle films have been with-
drawn from distribution on order of Will
H. Hays, president of the M. P. P. D. A.,
after a consultation with Adolph Zukor,
president of Famous-Lasky Corporation,
and Joseph M. Schenck, producer of the
comedian's pictures.
The Hays' edict cancels some 10,000
contracts for exhibition of Arbuckle pic-
tures, it is said. Financially, this is said
to represent approximately $2,500,000.
Censor boards in both Kansas and Chi-
cago, prior to the Hays' ban, had an-
nounced that no action would be taken
to prohibit exhibition of the star's pic-
tures. An ordinance had been introduced
in the Chicago city council, however,
which would have barred them from the
theatres of this city.
Following Arbuckle's acquittal, Arthur
Hammerstein, stage producer, announced
that he had offered Jesse L. Lasky, vice-
president of Paramount, $1,000,000 for
the comedian's pictures. This, he said,
was refused.
Musicians, Operators
And Stagehands Walk
Out at Muskogee, Okla.
(Special to Exhibitors Herald)
MUSKOGEE, OKLA., April 25.—
Twenty-five union stagehands and mo-
tion picture operators quit work at
Muskogee, Okla., last week, alleging they
could not agree with the proprietors of
the local theatres on working conditions.
Union officials say they have a contract
with their employers that does not ex-
pire until next September.
When the proprietors asked for a new
contract, the opposing sides deadlocked
on working conditions, although a new
wage scale was agreed upon. Sixty
union musicians also quit work at the
theatres last week, alleging the proprie-
tors sought to substitute a new contract
in violation of the one then in existence.
Postal Officer Quits
To Join Will H.Hays
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C. April 25.—
Kirk L. Kussell, director of the bureau of
information of the post office department,
has resigned to become publicity direc-
tor for Will H. Hays.
Mr. Russell has tendered his resigna-
tion to Postmaster General Work, to take
effect May 1.
Exhibitors Arrested
For Permitting Barry
To Appear at Theatre
(Special to Exhibitors Herald)
OKLAHOMA CITY, OKLA.. Apri
25. — Warrants for the arrest of John
Sinoupoulo, manager of the Orpheum
theatre, and for'' the arrest of Tom H
Boland, manager of the Empress at Ok
lahoma City, Okla., were issued by Judge
Lee B. While, charging both men with
violation of the child labor law in con-
nection with the appearance of Wesley
(Freckles) Barry, juvenile star, who ap-
peared at both theatres.
The cases are to be heard in Justice
of the Peace court, as both ' manager^
pleaded not guilty.
Fined for Allowing
Barry on Stage
(Special to Exhibitors Herald)
TULSA, OKLA., April 25.— Ralph
Talbot, manager of a local theatre, was
arrested last week and paid a fine of $10
and costs on charge of violating the Ok-
lahoma child labor law, when he per-
mitted Wesley (Freckles) Barry, 14-year-
old motion picture actor, to appear on
the stage of his theater.
Petition in Bankruptcy
For Wid Gunning, Inc.
NEW YORK, April 24. — A petition in
bankruptcy against Wid Gunning, Inc.,
was filed in the United States District
court here today by the Chalmers
Publishing company (Moving Picture
World), Exhibitors Trade Review and
Exhibitors Herald. Assets of the Gun-
ning company were listed at about $5,000
and liabilities at about $100,000.
Joins Sales Force of
Associated Exhibitors
(Special to Exhibitors Herald)
WASHINGTON, D. C, April 25.-
C. A. (Buck) Taylor prominent in film
selling circles, who recently joined Asso-
ciated Exhibitors, has been appointed
sales representative of the company in
Washington.
Mr. Tavlor was formerly a salesman
and branch manager for Metro and
Pathe and also formerly connected with
Universal at Philadelphia.
N. Y. Rialto Observes
Its Sixth Anniversary
(Special to Exhibitors Herald)
NEW YORK, April 25.— The Rialto
theatre, of which Hugo Riesenfeld is
managing director, is celebrating its sixth
anniversary this week.
An elaborate program has been pre-
pared for the occasion. Thomas Meghan
in "The Bachelor Daddy" will be the fea-
tured picture.
Premiere at Grauman's
For Stromberg Comedy
(Special to Exhibitors Herald)
LOS ANGELES, April 25— Hunt
Stromberg's special three-reel comedy A
Ladies' Man," starring Bull Montana,
had its world premiere at Sid Grauman s
Million Dollar theatre.
The production was given elaborate
presentation and extensive exploitation.
May 6, 1922
EXHIBITORS HERALD
33
Harmony Talks Hold Center
of Stage at N. Y. "Love Feast"
Hays, Cohen, Walker, Brandt and Zukor Principal
Speakers at Banquet Tendered Retiring
Head of New York T. 0. C. C.
(Special to Exhibtors Herald)
NEW YORK, April 25. — Peace, harmony, confidence and cooperation
were the paramount topics of the speakers at the greatest motion picture
"love feast" ever held in New York, or possibly elsewhere. The locale
was the grand ball room of the Ritz-Carlton and the occasion was the
testimonial dinner given last Thursday night by the Theatre Owners
Chamber of Commerce to its retiring president, William Brandt.
Nearly all the prominent personages in filmdom in and about New
York were in attendance, among them a number of the largest producers
and distributors and many prominent exchange men. The chief guest of
honor, from outside the ranks of the exhibitors, was Will H. Hays, who.
with Sydney S. Cohen, Senator "Jimmy" Walker, Mr. Brandt, Adolph
Zukor and incoming President Landau were among the principal speakers.
Prominent Exhibitors and Others at Speaker's Table
At the speaker's table were Mr. Hays, Mr. Cohen, Senator Walker,
Charles L. O'Reilly, William Brandt, William A. Landau, Charles Steiner,
J. Alton Bradbury, S. A. Moross, Hyman Rachmil, Al. Harsten, Charles
Goldreyer, Samuel Sonin, S. G. Bock and Bernard Edelhertz.
It had been planned that Senator head of the association of producers and
Walker should serve as toastmaster, but
for some unexplained reason this was
changed and Mr. Edelhertz acted in his
stead. Senator Walker made the presen-
tation addresses in tendering a number of
handsome remembrances to several of
the officers of the T. O. C. C. and to Mr.
Brandt.
New Tone in Cohen Talk
Mr. Edelhertz in explaining the pur-
pose of the gathering paid Mr. Brandt
many comi'liments and eulogized him as
a man who in the short space of two
years had been the instigator of many
movements that had made film history
and that would continue to benefit the
exhibitor as long as the industry lasted.
Mr. Edelhertz then introduced Sydney S.
Cohen.
Mr. Cohen's address was noticeably
different in trend than any he heretofore
had made to exhibitor gatherings. He
strongly urged harmony and coopera-
tion among all branches of the industry
along the general lines proposed by
Mr. Hays in his now famous talk to
the members of the T. O. C. C. several
weeks ago.
Hays Reiterates Proffer
Mr. Hays was the next speaker. The
"The Exhibitor's
Best Friend!"
Out of the scores of compli-
mentary letters received on the Box
distributors was royally greeted, every
person in the big ball room arising and
applauding for several minutes. Mr.
Hays reiterated what he said at the
luncheon when he tendered the first olive
branch, and urged on the exhibitors the
value of the strongest possible organ-
ization which no producer or exhibitor
could touch. Then, he said, the repre-
sentatives of the different branches of
the industry can sit down and talk things
over with the result that great things for
the good of all may be accomplished.
Senator Walker was mildly cheered
when he was introduced by Mr. Edel-
hertz, after which he paid a high compli-
ment to Mr. Hays and announced his
willingness to "sit at his feet and take
my mental prescriptions from him." Mr.
Hays, said Mr. Walker, could have writ-
ten his own ticket in any industry from
Maine to California because of his men-
tality, but at personal sacrifice, had
picked the film industry because he be-
lieved in it.
Zukor Stresses Harmony
"That big little man," said Senator
Walker, "picked out the one dog that
was being kicked around, to fondle, hold
to his breast and say 'you can't do it
any longer because I am going to help.' "
Adolph Zukor, in a brief talk, stressed
the idea of harmony and cooperation.
He said:
"All that I possess I am willing to
devote to you to reach an harmonious
understanding. I feel in a way that I
am speaking for all producers and dis-
tributors when I say that they are will-
ing to meet you half way and more if
possible, in a spirit of cooperation."
Progressive Pace Hit
By Kansas Showmen
Blow Is Dealt Non-theatrical
Competition — Arbitration
Board Formed
(Special to Exhibitors Herald)
KANSAS CITY, MO., April 25.—
Strides taken by the M. P. T. O. Kansas
during the past week indicate that a
period of unprecedented action and prog-
ress will stand out conspicuously in the
organization's work in the future. The
formation of an arbitration board, the
opening of the offices of a new business
manager, who will serve as a paid execu-
tive of the organization, the defeat of the
invasion of non-theatrical institutions and
the naming of a representative body to
attend the national convention at Wash-
ington are among the week's accom-
plishments.
Board Not Yet Named
The new arbitration board will be com-
posed of two exchange managers, one
exhibitor and the business manager of
the M. P. T. O. K., who probably will
be named this week. Other members of
the board will be named by a joint com-
mittee. The board will have complete
power in all disputes and its decision will
be final.
Headquarters of the M. P. T. O. K.
have been opened at Nineteenth and
Wyandotte streets.
Non-theatricals Are Hit
Along with this initiative preparation
for perfecting the state organization, the
mayor, city commissioners and chief of
the fire department of Kansas City, Kan.,
have issued declarations that no school,
church or individual shall be permitted to
'operate a motion picture performance in
the city without first complying with the
building code. This means that regula-
tion booths of concrete, exits and other
features of a theatre will be required,
making it virtually impossible for the
numerous unfair competitors of the ex-
hibitors to exist. Also no portable ma-
chines will be allowed.
Many of the film exchanges in the
Kansas City territory have pledged them-
selves to refrain from renting film to any
others than bona fide exhibitors.
The delegates named by Kansas
to attend the national convention are:
F. Meyn, Kansas City; L. A. Wagner,
Eureka; Lee Gumson. Atchison; William
Meyn, Kansas City; C. M. Pattee, Law-
rence; R. G. Liggett, Kansas City, and
two others yet to be appointed.
Governor Stephens Is
Wampas Dinner Guest
(Special to Exhibitors Herald)
LOS ANGELES, April 24.— Governor
William D. Stephens will be the guest of
honor next Tuesday night at a banquet of
the Western Motion Picture Advertisers
at the Hotel Alexandria.
Judge Gavin W. Craig of the appellate
court will accompany the governor and
the film industry will be represented by
Joseph M. Schenck and William C.
De Mille.
Malcolm S. Boylan heads the commit-
tee in charge as appointed by Arch Reeve,
president of the Wampus. Others on the
committee are Harry Hammond Beall,
Garrett Graham and John Emmett
McCormick.
Office Record, the following letter
from George A. Rea, manager of
the Forum and Orpheum theatres,
Hillsboro. O, is typical:
"I was just wondering what I
would do without the Box Office
Record. It is without question the
exhibitors' best friend. I have used
mine so often that it begins to look
as if it has been in service for years.
"Will you kindly put my name
down for a copy of the next issue
and bill me for it any time?"
Gift Presented to Brandt
Mr. Brandt was presented with atr
elaborate silver service as a token of the
appreciation of the members of the or-
ganization he founded and governed
since its inception. In responding he
told of his efforts in starting the T. O. C.
C. with five members and its growth up
to now when it embraces the owners of
more than TOO theatres. He said:
"The Theatre Owners Chamber of
Commerce has long felt and worked for
cooperation. Now I feel that cooperation
(Concluded on following page}
34 EXHIBITORS HERALD
Press Book Should Crystallize
Ideas Into Greenbacks
Says VICTOR M. SHAPIRO
Pathe Exploitation Manager Cites Purposes of Campaign
Books in Talk Before A.M. P. A.
(Special to Exhibitors Herald)
NEW YORK, April 25. — On the advice of Victor M. Shapiro, exploi-
tation manager of Pathe Exchange, Inc., we should cease to call a
press book a press book. That is a misnomer. Because of the ever
increasing demand for this type of literature the press book should be
properly termed a "campaign book."
N instructive paper on the campaign
book and its purposes was read by
Mr Shapiro before last week's meeting of
the Associated Motion Picture Adver-
tisers.
Probably one of the paramount pur-
poses of the campaign book, as Mr. Sha-
piro points but, is that it "should suggest,
guide, vivify, ideafy and point the way
for the exhibitor to visualize, vitalize and
crystallize ideas on paper into green-
backs."
But the one who prepares the campaign
book has a secondary aim in view, and
that is to make of it a silent salesman —
"to bring action through the printed
word and picture, instead of personality."
Granting that the basic fundamental of
the campaign book is to serve both the
exhibitor and the company salesmen, the
next question is: "What should it con-
tain?" On this phase of the subject Mr.
Shapiro dealt at length. His suggestions
are embodied in the following:
* * *
1. It should contain the highlights of the film —
the focal points to play up, the angles to em-
phasize set in display.
2. It should state the star, the cast, the director,
the description, locations and special points
of interest in short summary form.
3. It should contain a fairly complete synopsis of
about three sticks and a short synopsis which
can be used either for programs or for quick
perusal.
4. It should have reproductions of the lobby dis-
play photographs or stills in lay out form
visualizing the high lights of the picture.
5. It should have a mail campaign which the
exhibitor can use either in post card follow
up or direct letter contact.
C>. It should have suggestions for theatre pro-
gram copy.
7. It should have exploitation ideas that tingle
with distinctiveness. It should have illus-
trated exploitation ideas full of personality
that can be put over at a low cost. They
should be visualized for the exhibitor and
explained to him with simple, succinct copy-
In fact it is best to outline these stunts and
then mention the calibre of house (first run
— medium — transient) that would find th_-
greatest good in using same.
"8. The campaign book should have some advrr
tising catch lines, compact selling phrases
usable on dodgers or sundry ballyhoo.
9. It should have reproductions of the news
paper ads in various sizes with Statements
that they can be obtained in cither cut 01
mat form at the exchange. 1. 2 and 3 column
newspaper ads, a slug cut, together with a
scene cut, are a fairly good array of material
on the usual feature. Of course on super
features the array would be augmented. Line
cuts seem preferable because the houses whic'i
prefer half tones can have these made from
the black and whites.
14). The book should contain press stories, which
should be, before playdate — stories durinq
playdatc — criticisms, feature stories — short
paragraphs — and short personality sketches
so the exhibitors can use the local personal
appeal.
U. It should have reproductions of the posters
slides, window cards, novelties, star and scene
cuts, and how and where these can be best
used. It has been found that the exhibitor
wishes to see in the campaign bonk only the
things which arc available to him. If then-
are drawings and illustrations, cuts of which
he can-not get, like any other human being
he wants just those cuts and none others
because they are not available.
12. Campaign book should also contain musical
cue sheet and musical score which states the
description of the music, the numbers sug-
gested, the subtitle or the cue to the stock
number or better still a short synopsis of the
action covered by the music suggested.
* * *
If the campaign book is to function as
a service organ this is about all it can
and should contain, he said.
Estate Directs Sale of
Productions and Plant
Of Late A. H. Fischer
(Special to Exhibitors Herald)
NEW YORK. April 25— Jans Pro-
duction, Inc., has been directed by
Arthur K. Deutsch, executor of the
estate of the late A. H. Fischer, to sell
for the best obtainable cash price, the
two special productions, "Man and
Woman" and "The Amazing Lovers,"
which were recently produced by A. H.
Fischer Features, Inc.
The Jans Productions, Inc., have also
been empowered by the executor to rent
the studio and sell the laboratory at New
Rochelle, and also to dispose of the ten
Robert W Chambers' stories, the mo-
tion picture rights of which Mr. Fischer
owned.
Returning from Hawaii
(Special to Exhibitors Herald)
LOS ANGELES, April 25. — A cable-
gram received here states that Mary
Miles Minter is on her way back to Los
Angeles from Hawaii.
Pictures for
Mothers Week
The National Board of Review
has selected the following feature
photoplays as especially suitable
for exhibition for Mothers Day and
Mothers Week, beginning May 14:
THE OLD NEST— Goldwyn.
OVER THE HILL— Fox.
CNE MAN IN A M1LLION-R-C Pic-
tures.
HU MORESQUE — Famous Playcrs-
1-asky .
HCMESPUN FOLKS — Associated Pro-
ducers-First National.
CLD OAKEN BUCKET— Wid Gunninij.
THE GOOD PROVIDER — Famous
Play;rs-LasUy.
YOUR BEST FRIEND— Warner Bros.
TURN TO THE RIGHT— Metro.
DEVOTION — Associated Producers.
F'rst National.
DOLLARS AND THE WOMAN -
V;»-<T.--h.
MOTHER O" MINE — First National.
SCRAP IRON— First National.
HAIL THE WOMAN— First National.
May 6, 1922
Neilan-Goldwyn Close
Production Contract
Plan May Not Affect Those
Houses Playing Neilan
Features
(Special to Exhibitors Herald)
NEW YORK. April 25.— Negotiations
have been concluded whereby Marshall
Neilan will make his future productions in
conjunction with Goldwyn Pictures Cor-
poration. Mr. Neilan has just completed
his last picture for First National.
Initial Film in Fall
Neilan has ambitious plans for the pic-
tures he will produce at the Goldwyn
studios in Culver City, Cal., under the
new agreement. The initial feature prob-
ably will be ready for fall distribution.
Neilan, an assistant director, camera-
man and staff are scheduled to sail for
England on Saturday on the Homeric.
Credited with Successes
There are few directors who have as
many successes credited to their name-
as has Neilan. He was director or pro-
ducer of the following pictures which
have found favor in the theatres of the
country:
"The Unpardonable Sin." "Daddy Long
Legs." "Her Kingdom of Dreams," "In
Old Kentucky," "The River's End," "Go
and Get It," "Dinty," "The Lotus Eater"
and "Penrod."
This new production arrangement un-
doubtedly will have no affect on exhib-
itors booking Neilan pictures, for every-
thing indicates that an agreement will be
reached whereby Goldwyn pictures will
go through First National after August 1
Harmony Talks Hold
Center of Stage
(.Concluded from preceding page)
is secured because the industry is prac-
tically united here tonight. The time
leaders of the industry, Cohen, Hays ami
Walker are here seated at the same table
and all pledged for the same thing.
Reviews Board Work
"As an illustration of what coopera-
tion can do let me cite some figures on
the work of the joint board of arbitra-
tion on which the F. I. L. M. Club and
the exhibitors of New York have equal
representation. Since December 24, la>t
vear, 752 cases have been tried. Of these
230 were brought by exhibitors who re-
covered $46,000. Five hundred anil
twenty two cases were brought by ex-
changemen. A total amount of $256,000
was involved in these cases and all were
settled amicably and without recourse to
the courts. Why not a national com-
mittee of the same kind?"
Among the other recipients of tokens
of esteem were Treasurer S. G. Book.
( ha i U-s ' loldrey er and Samuel Sonin
who were given watches. A handsome
silver cigarette case was presented to
President Landau. Senator Walker mak-
ing neat and humorous addresses with
each gift.
Then the Senator was "called lo th'
bar" and Mr. Brandt, on behalf <>f In'
T. O. C. C. presented him with a solid
silver ctgarette case.
May 6. 1922
KXHIBITORS HERALD
35
Cooperation to Stamp Out
"Counterfeit" in Pictures
This Is Opinion Expressed By P. A. Powers After
Inauguration of Production System at
R-C Studios on West Coast
(Special to Exhibitors Herald)
LOS AXGELES. April 25. — Cooperative picture making will be
tried on a large scale at the Robertson-Cole studios, according to an-
nouncements made this week by P. A. Powers, pioneer film man, and man-
aging director of the R-C enterprises.
"W e are starting with a clean slate in inaugurating this new idea in
the operation of a picture plant,"' says Mr. Powers. "Actual cooperation
is to be our modus operandi henceforth. This applies to both financial
and technical phases of picture making.
Actual and Potential Cash Will Be Pooled
"Our cash in actual dollars will be pooled with the potential cash to
accrue as the result of the artistry of a star, a writer, a director. Our
cash being the actual hard coin of the realm, naturally whatever brains
and beauty is pitted against that cash will be stripped of any inflated
values placed on these equations by an industry until recently rampant
in w astefulness and the plaything of those exaggerated egos which it has
created.
2 Per Cent Quarterly
Dividend Declared by
Associated Exhibitors
(Special to Exhibitors Herald)
NEW YORK, April 25.— Declaration
of a 2 per cent dividend by Associated
Exhibitors on its preferred stock, for the
first quarter of the year, was announced
by Arthur S. Kane, president of the com-
pany, following a meeting of the
directors.
Commenting on the work of the or-
ganization and its plans, Mr. Kane said:
"Our recent acquisition of several new
production units indicates, of course, a
further wide expansion of the activities
of Associated Exhibitors. We have been
warmly congratulated especially on the
addition as co-featured players, of May
Allison and Robert Ellis to our list,
through the closing of a contract for the
production of four features by Edward
A. MacManus."
DeMille and Company
Just Miss Landslide
(Special to Exhibitors Herald)
LOS ANGELES, April 25.— While en-
route to a location in the hills of South-
ern California, William DeMille and sev-
eral members of his company narrowly
escaped death when a piece of mountain
road over which they had just motored,
detached itself from the adjoining cliff
and formed a tremendous landslide into
the valley below.
Wallace Reid, Bebe Daniels, Conrad
Nagcl, Ethel Wales and members of the
staff were in the party. They were to
make scenes for the Paramount picture.
"Nice People."
Weiss to Take Action
Against Film Pirates
(Special to Exhibitors Herald)
NEW YORK, April 25.— Evidence has
been placed in the hands of Attorney
Harry G. Kosch by Louis Weiss of the
Adventures of Tarzan Serial Sales Cor-
poration, with which immediate action
will be taken against a band of film
pirates who, it is stated, have endeavored
to obtain prints of the Elmo Lincoln
serial for illegitimate disposition in Eng-
land.
The company announces that it will
leave nothing undone to protect the in-
terests of its legitimate buyers.
Mayor of St. Louis Is
Honored by Film Club
(Special to Exhibitors Herald)
ST. LOUIS, MO., April 25.— Mayor
Henry W. Kiel was presented with a
silver loving cup at the annual mask
ball of the St. Louis F. I. L. M. Club on
April 21.
His Honor has always been fair to
the motion picture interests and has
many friends in the industry here. He
also acted as one of the judges of the
Ki'rls' bcautv contest, a feature of the
ball.
Hodge Succeeds Conlon
(Special to Exhibitors Herald)
NEW YORK, April 25.— C. F. Hodge
has succeeded B. M. Conlon as publicity
director of Vitagraph.
"The counterfeit in pictures must go.
just as the *wild-cat' money that has pro-
duced so many of them, has gone.
"Nothing so redounds to the benefit
of an undertaking than personal interest.
It is apparent that the quality of our
product will gain by such a broad part-
nership arrangement. According to
whatever percentage of art is contributed
to the finished product by the various
factors concerned, so will the profits of
a production be apportioned.
Negotiations Under Way
"Xo established star of really stellar re-
pute will suffer under this revised order
of things, nor will a director 'with the
goods' retrogress. Negotiations on the
new basis arc under way and effective
though economic production will begin
at this plant with a personnel, as regards
our staff and the various producing units,
which will reflect the prudence and fore-
sight of those present factors in the field
who have at heart the future welfare of
the industry."
Here is a list of new affiliations, all of
whom will be busy before another week:
Ethel Clayton, former Paramount
player.
Harry Carey, well-known exponent of
Western roles.
Doris May, who continues with R-C.
Features Jane Novak
Mr. and Mrs. Carter De Haven. re-
City Sponsors
Children's Shows
(Special to Exhibitors Herald)
SOUTH BEND, IND., April
25. — Six thousand girls and boys
have attended the motion picture
shows held each Saturday morn-
ing at the Oliver theatre during
the last ten weeks under the direc-
tion of the municipal recreation
committee. A show including a
comedy, a drama, and history, in-
dustrial, scenic and patriotic films
has been offered the pupils of the
city schools without charge of
admission.
Miming domestic comedies after a year's
retirement.
Jane Novak, who will be featured in
outdoor dramas.
Chester Bennett productions, in some
of which Miss Novak will appear.
Norman Dawn productions, the first
of which is "shooting," being based on
a Jack London story.
Helen Jerome Eddy, who will be fea-
tured in plays of spiritual significance, as
befits her unusual personality.
Ray Carroll productions, in some of
which Miss Eddy will appear.
Robert Thernby, noted director, who
will make six all-star features a year.
Play Ball! Kansas City
Exhibitors and Team of
First National in Tilt
(Special to Exhibitors Herald)
KANSAS CITY, KAN., April 25.—
Here is the lineup of the Kansas City,
Kan., exhibitors baseball club which plays
the First National team this week, the
winner to feast upon the carcasses of
fried chickens at the expense of the
losers :
"Peek" Baker, ss; R. R. Biechele, lb; M. Van
Praag. 2b; C. Corcoran, 3b; F. L. Ricksecker, rf;
F. Meyn, If; R. Finkleston, cf; R. Liggett, p;
"Bones'' Smith, utility; A. Josephson, utility.
The initial game of the Kansas City,
Kan., exhibitors, played last week against
the Kansas City, Kan., operators, re-
sulted in a lfl to 15 victory for the
former.
Willat Starts Work on
New Paramount Picture
(Special to Exhibitors Herald/
NEW YORK. April 25.— Dorothy
Dalton has arrived at the Lasky studio
to play the leading role in the Irvin
Willat production for Paramount, "The
Siren Call," work upon which has been
started.
Supporting Miss Dalton in the cast
are Mitchell Lewis, David Powell, Leigh
Wyant, Edward J. Brady and others.
The film will be a drama of the far
North from a story by J. E. Nash.
36
EXHIBITORS HERALD
May 6, 1922
Full Weight of Industry Behind
New York Charity Drive
King and Queen of Motion Pictures Will Be Crowned at
May Carnival at Hotel Astor
(Special to Exhibitors Herald)-
NEW YORK, April 25. — Producer, distributor and exhibitor organiza-
tions, under the chairmanship of Will H. Hays, president of the
M. P. P. D. A., are cooperating with the New York Association for
Improving the Condition of the Poor in a campaign to raise funds for the
latter organization.
THE feature of the drive is the May
Carnival to be held at the Hotel Astor
the night of May 9, when the King and
the Queen of motion pictures will be
crowned.
* * *
All motion picture players are eligible
in the carnival voting contest. Votes are
to be sold for 10 cents, no limitation
being placed on the number of ballots
which one person may buy. It is ex-
pected that many stars and their man-
agers will be on hand to campaign, as
producing companies have promised to
have their players at the fete.
Balloting will continue until midnight,
when the votes will be counted and the
king and queen crowned with fitting cere-
monies.
Motion picture men are represented
on a number of the committees. Will H.
Hays is a member of the executive com-
"The public has heard all about the
feather-heads and the fools; but it gets
little information regarding the hundreds
of thousands of level-headed and sensible
people connected with the picture indus-
try who have their own homes, and who
lead average and normal lives of re-
spectable citizens.
"There is a certain type of female
writer, with an intellect closely resem-
bling an electric fan under full headway,
who has written about all the male actors
in Hollywood as if they were inmates of
a he-harem.
* • *
"Either one of the Farnum boys, 'Doug'
Fairbanks, or Tom Mcighan, or 'Tom'
Mix or 'Bill' Hart could probably give
Dempsey an argument. Why should they
be represented to the public as Persian
kittens tied up with pink ribbons?
"I talked with many of the wise men
of Hollywood and no highbrow critic
or finicky censor is any more anxious than
they are to give to the public photo-
plays written by the best English au-
thors, directed by the best intelligence
and artistic sense to be found on the
market, acted by the most capable play-
mittee, while on the exhibitor committee
are the following:
* * *
William Landau, chairman; Max Barr,
Louis F. Blumenthal, J. Alton Bradbury,
William Brandt, Leo Brecker, Bernard
Edelhertz, Hyman Gainsboro, David
Keiverstein, S. A. Moross, Charles Moses,
Benjamin S. Moss, Charles L. O'Reilly,
Samuel Peyser, Joseph Plunkett, Her-
man Rachmil, Hugo Riesenfeld, Samuel
Rothafel, Rudolf Sanders, Samuel Sonin,
Charles Steiner and David Weinstock.
On the producers' and distributors'
committee are these men:
Will H. Hays, chairman; Hiram
Abrams, Paul Brunet, William Fox,
Frank Godsol, D. W. Griffith, Earl W.
Hammons, W. R. Hearst, Carl Laemmle,
Marcus Loew, P. A. Powers, John M.
Quinn, Joseph M. Schenck, Lewis J. Selz-
nick, J. D. Williams and Adolph Zukor.
ers, and cleansed of every feature which
might be objectionable to mother and
the girls.
"The barroom intelligence and the
cheap sex problems and the wholesale
murders are in a fair way to be mini-
mized.
* * *
"Here is the whole trouble: A picture
house is a picture house. The same reels
that are shown in a four-million-dollar
theatre seating five thousand persons
must later be exhibited in the logging
camps, in the coal mining towns, and
even in the slum districts. It costs from
$150,000 to $500,000 to produce a picture
play good enough to please the public
today. The producers cannot get their
money back by showing the picture in
a few high-class theatres in a few large
cities.
"If you could put a roof over the whole
lower end of Southern California you
would have a Billy Sunday tabernacle.
"The general average of morality be-
tween Santa Barbara and San Diego is
about what one might expect to find at a
Wednesday-evening prayer meeting in
Bethlehem, Pennsylvania."
Re-elect Officials to
First National Posts
Meeting Best in History of
Company, Say Franchise
Holders
(Special to Exhibitors Herald)
WEST BADEN SPRINGS, IND,
April 25. — The holders of the original
First National franchises and the chief
executives of the home office completed
a three-day session here on Saturday.
During the session the fifth annual meet-
ing of the organization was held and the
present officers and directors were re-
elected.
Robert Lieber of the Circle theatre,
Indianapolis, who has been president of
the organization since its inception, was
prevailed upon to accept the presidency
for one more year, although Mr. Lieber
had indicated his desire to be relieved
of the onerous duties of the president's
office.
Executives Highly Elated
The meeting opened on Thursday,
April 20, at the West Baden Springs
hotel and continued throughout each
morning and afternoon until the final
adjournment late Saturday. Various
franchise holders and executives ex-
pressed themselves as being highly elated
over the amount of constructive work
accomplished at the meeting and ^de-
clared the session to have been "the
best and most important in the history
of the company."
Richard A. Rowland, former president
of the Metro Pictures Corporation, who
is interested in the Pittsburgh franchise
as a partner of James B. Clark, attended
the meeting which was the first session
of the organization he had attended. An
address by Mr. Rowland at one of the
meetings was acclaimed by members of
the circuit as highly informative on cur-
rent conditions in the industry.
Hold Special Showings
On Thursday evening under the aus-
pices of John S. Woody, general mana-
ger of the Select Pictures Corporation,
the new special production, "Reported
Missing," was given a private exhibition.
On Friday evening Jackie Coogan's
"Trouble" was shown and on Saturday
evening there was an exhibition of the
new Richard Barthelmess production,
"Sonny."
Niblo to Make Four
Pictures for Metro
(Special to Exhibitors Herald)
NEW YORK, April 25.— The much
rumored question of who Fred Niblo will
make pictures for has apparently been
settled by an announcement from Metro
offices last week. This is to the effect
that Niblo has signed a contract to
make a series of four pictures for Metro
and will begin work on the first one soon
after he finishes "Blood and Sand," the
Famous Player production now being
filmed.
Metro recently renewed its contract
with Rex Ingram and the acquisition of
Niblo adds much strength to its direc-
torial staff.
Hoot Gibson Married
(Special to Exhibitors Herald)
RIVERSIDE, CAL., April 25.— Hoot
Gibson, motion picture star, was married
here to Helen Johnson, vaudeville actress.
George Ade Defends Hollywood
"Answering Wild-Eyed Questions About the Movie Stars"
Is Published in American Magazine
George Ade, America's greatest humorist, contributes to the May-
number of "American Magazine" a story about Hollywood which presents
a happy contrast to the weird and wild pictures painted by unfriendly
newspapers and bigoted individuals. Mr. Ade writes of the things he has
observed at close range, for he recently spent two months in Hollywood
writing a motion picture story, "Our Leading Citizen," for Thomas
Meighan, Paramount star. In his article, "Answering Wild-Eyed Ques-
tions About the Movie Stars at Hollywood," he makes the following com-
ments :
Mav 6, 1922 EXHIBITORS HERALD 3/
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of May 6
Stories Told
by
the Camera
Let'i settle the argument once and for all. Is Ben Turpin, Mack Sennett
star, really cross-eyed? Yes!!! Could he always boast of a mixed-up vision?
No!!! No better proof is needed than the series of pictures printed on this
page. The comedian has been cross-eyed for the past twelve years, coming
by this affliction through an accident. Back in 1891, Ben claims to have
"knocked 'em dead." Why go back so many years?
K i
Los Angeles Film Board of Trade celebrates opening of Ambassador as pre-
view theatre. Left to right, front row: J. H. Goldberg, Art Meyer, Harry D.
Goldberg. Second row: A. F. Michael Narlian, C. C. Ezell, Harry Maclntyre,
Dave Bershon, Ed. C. Mix, F. E. Samuels, William Wall, Maurice Wolf.
Third row: Bert Hall, Oren F. Woody, Harry Krieter, A. L. Gore, O. V.
Traggardh, J. S. Lustig, Elmer Benjamin, Tom Smith, Will T. Gentz, J. B.
Maurath, Manager.
May Allison and Robert Ellis will
be featured in four pictures for
Associated Exhibitors. Edward
A. MacManus will produce the
pictures in Porto Rico. Charles
A. Logue and Ellis will co-direct.
38
EXHIBITORS HERALD
May 6, 1922
Henry B. Walthall, a
member of the all star
cast appearing in John M.
Stahl's First National pic-
ture, "One Clear Call."
Cutting and editing of this
picture at the Mayer
plant has been completed.
A dangerous pirate is
Patsy Ruth Miller, a ris-
ing star who is now
playing leading feminine
roles in Goldwyn pictures.
More snow stuff. Buster Keaton at Truckee film-
ing his forthcoming picture for First National.
Mrs. Keaton is seated beside her husband.
Gladys Walton, star in Universal productions, seems to be
having her troubles in trying to sell Grandpa Walton on
the advisability of being photographed.
May 6, 1922
EXHIBITORS HERALD
39
Charles Ray presents his father,
Charles T. Ray, with ring to cele-
brate latter's birthday, which
marks completion of star's last
First National film, "Alias Julius
Caesar."
Anthony J. Xydias, president and gen-
eral manager of Sunset Productions,
signs Jack Hoxie, the Western star,
for a series of features for state right
distribution. "Barb Wire" is initial
film.
An evening of music in home of a star.
Guy Bates Post, star in First National's
"The Masquerader," and Mrs. Post.
Clyde Ewing (sitting on table), foreman of Lasky electrical shop,
installs radio to assist in production. But it is not all work at the
Paramount plant. This is group of employes listening to a concert
being received from Los Angeles theatre.
40
EXHIBITORS HERALD
May 6, 1922
All the world contributes to making of Para-
mount pictures. Left to right: Director Sam
Wood hails from Philadelphia; Gloria Swanson,
Chicago; Rodolph Valentino, Italy; Paul Iribe,
art director, and George Fitzmaurice, both of
France.
Companions in "My Old Kentucky Home," a
Pyramid picture which is being distributed by
American Releasing Corporation, the Walter
E. Greene-F. B. Warren distributing unit. This
scene from the picture shows Lucy Fox as a
mountain girl with her little colored companion.
Katherine MacDonald has often been called the "American
beauty." Antoinette Donnelly of the "Chicago Tribune," how-
ever, goes further and proclaims the First National star "the
most beautiful woman in the world." Before announcing her
decision in the "Tribune" and 100 papers subscribing to its
service, Miss Donnelly spent a month among Hollywood film
folk.
Charles Chaplin is snapped while on location for
his next comedy for First National distribution.
No title has yet been chosen.
"Suzanna," Mabel Normand's next Mack Sennett production
for First National, is going to be a "bear" of a picture, so
they say. Of course, Miss Normand has the stellar role in
the picture, but it must be said that she shares honors with
her two recently acquired pet cubs, "Mickey" and "Molly O."
Here's Paul Powell guiding Agnes Ayres in the act
of doing a closeup of Mrs. L. Trimble Bradley, well
known director who has abandoned the stage to
study photoplay production from the bottom up
at the Hollywood studio of Famous Players-Lasky
Corporation.
May 6, 1922
EXHIBITORS HERALD
41
Miss Winifred Kimball, winne.- of
first prize of $10,000 in Chicago
Daily News-Goldwyn $30,000 film
scenario contest.
An exciting moment in "Tracks,"
the Noble Johnson production
which Playgoers distributes
through Associated Exhibitors, Inc.
"Isle of Zorda" fox trot sug-
gested by Pathe film of same title
promises to be one of the season's
song hits.
Kenneth Gibson, who appears in
"The Masquerader," the Richard
Walton Tully picture for First
National, is one of the comers
among the younger actors.
Buster Keaton, the stern comedian producing
for First National, turns a nasty drill when
assisting in remodeling his studio at Holly-
wood. The comedian's management estimates
that the improvements will represent an ex-
penditure of $50,000.
Actual photographing of one of the thrilling scenes in
the Edwin Carewe production, "I Am the Law." This
production will be handled as an independent feature
by Affiliated Distributors, Inc. Distribution plans will
be announced very shortly.
Baby Peggy, the Century comedy star, can always be
relied upon to afford a half hour of pleasant entertain-
ment. This is a scene from "The Little Rascal," which
opened at the Rivoli Theatre, New York, on April 23.
42
EXHIBITORS HERALD
May 6, 1922
The WEEK in NEW YORK
HARRY REICHENBACH departed
from his regular routine of hob-nob-
bing with dukes, earls and ordinary
barons long enough to drop us a line or
two before leaving London for a short trip
to Berlin and Vienna. The tilm situation
in England is dull, he says, and they are
doing a lot of talking over there about the
necessity of lower rentals in order to carry
on. Here are a few interesting excerpts
from Mr. Reichenbach's letter:
"Guy Newall is making 'Boy Woodburn'
down on a farm near Southampton. It is
a typical British story and I fear will have
no appeal in America.
" 'Orphans' is a tremendous hit here-
doing capacity business at the former Scala
theatre.
"Abe Berman is booking 'Way Down
East' to a tremendous gross. It is doing
big business in the provinces.
"Walter Wanger gives up Covent Gar-
den in three weeks. Opera goes in there
again. His business has been ordinary —
not paying — so I guess he is not at all sorry.
"Harley Knowles is giving a luncheon
tomorrow at the Royal Auto Club to tell
the world about 'Bohemian Girl' which I
hear is very fine — better than 'Carnival.' I
have been invited to speak. Shall do so.
"Stoll's 'Fruitful Vine,' shown last week,
is very good.
"Eddie Smith is getting Universal's offices
started.
"Albert Grey is here busy with Griffith
business.
"Put me on the mailing list. Must have
the Herald."
* * *
Billy Brandt says it is mighty pleasant
to have people think enough of him to
present him with beautiful gifts, but some
times these gifts arc also mighty expensive.
A year ago the T. O. C. C. presented Mr.
Brandt with a chest of silver.
"After we got that home," said Brandt,
"Mrs. Brandt decided that it was so splen-
did that we must have a lot of new furni-
ture to present a harmonious effect. So we-
got the new furniture. Now when we get
this wonderful silver service that the T. O.
C. C. presented us with, in our house, we
probably will discover that we need a new
house to properly -set it off. But by gosh,
it is worth it."
* * *
At the T. O. C. C.-Brandt dinner Toast-
master Bernard Edelhertz expressed a re-
gret that that he was not a Cicero that he
might better extol the virtues of the retir-
ing president. Sydney Cohen, the next
speaker, said he hoped that Senator Walker
would inform the gathering as to what
State organization this fellow Cicero be-
longed to. Senator Walker in turn declared
he knew this Cicero person in early youth.
"He was the fellow who divided all Gaul
into three equal parts and he probably
thought it would stay that way. But it
didn't. Since getting into this picture busi-
ness I have several times had reason to be-
lieve all three parts were centered iri some
certain people."
* * *
"Now is the time for all good men to
come to the aid of the industry." At least
Paul Perez says, and he adds that he
means all good men in the industry who
think they can play baseball. It really
doesn't matter whether they can play or
not, just so they think they can. Perez ia
president of t,he Motion Picture Baseball
League and has set May 0 as the opening
day of the season.
The league is made up of eight teams
representing Paramount, Metro, Goldwyn,
Vitagraph, First National, Hodkinson, Mov-
ing Picture World and Universal. The lat-
ter team won the championship last season.
Ben Conlon, after five years with Vita-
graph, has resigned his position as director
of advertising and publicity, and has been
succeeded by C. F." Hodge. The latter is a
newcomer in the industry, but has had
many years of newspaper and publicity ex-
perience, most recently in Cleveland. Mr.
Conlon has not announced his plans for
the future.
* * *
Ted Marin, formerly assistant to John C.
Flinn, in Paramount's exhibition depart-
ment, has resigned from Famous Players
and joined Distinctive Pictures in an execu-
tive capacity.
* * *
Al. Boasberg, formerly Paramount ex-
ploitation man at Albany, has joined the
forces of Nat Rothstein and will look after
exploitation for R-C Pictures.
* * *
Horace Judge, eminent entomologist, has
already started his annual spring collec-
tion of trained horned toads for work in
his vegetable garden. According to some-
one who visited at the Judge domicile last
season, Horace has each toad so well
trained that in order to keep the garden
clear of those little things that eat green
leaves, he sits in the shade in an easy chair
and issues orders. It must be inspiring to
hear the dulcet tones of Mr. Judge's voice
calling: "Pipe the bug on your left, Mike,"
"Don't miss the worm east by north of you,
Bill," etc., etc., ad infinitum.
* * *
Tom Wiley, at a recent AM PA session
lamented that the boys didn't establish bet-
ter liaison. He said he knew of a fat pub-
licity job going a-begging because ne
couldn't get in touch with any of the boys
who might be looking for it. At that point
there was a rush for the speaker and Wiley
was still unconscious when the referee fin-
ished counting.
* * *
Fred Baer, who is editor of the AM PA
Bulletin for May, has called a consultation
of experts for a meeting at his home to
confer on co-operation on the issue. He
figures they need his spiritual support fully
as much as he wants theirs.
* * *
John C. Brownell, of Universal, recently
spent some time on a still hunt for a still.
No, we don't mean what you're thinking.
Mr. Brownell has a nice home at Matnaro-
neck and recently the roof of the house
was discovered on fire. The (ire didn't
amount to much but some one said the blaze
was caused by sparks from a nearby still,
hence the still hunt for the still.
* * *
Louis Gardy. handyman for Dr. Ricscn-
feld, says it's a tough life. Here he was
all keyed Up by the spring weather, teeth
all sharpened up 'nevcrything for a lot of
work, when "Reported Missing," the big
Selznick feature, is booked into the Criterion
and now Gardy's output of publicity is cut
down per cent for the week.
—John S. SpargO.
W. E. Shallenberger
A Few Pertinent Facts
About the President
of Arrow Film Corp.
IT IS considerable of a hop, step and
a jump from practicing medicine in a
Western city to becoming the head ot
the largest state right distributing organi-
zation in the film business, but Dr. W. E.
Shallenberger did it without any previous
athletic training. After having himself
born at Lancaster, Ohio, and later dig-
ging out all they knew at Barnes Medical
College about making sick ones well, Dr.
Shallenberger purchased himself a beau-
tiful little glass sign with his name and
the "M. D." title in gold letters and hung
it out in front of an office in Chicago.
Some time later, between the rush of
patients, he met Charley J. Hite, who had
also had the perspicacity to be born in
the same Ohio town. Upon inquiry as
to how Hite was getting what he needed.
Dr. Shallenberger was led off to a quiet
corner and on his promise of keeping the
matter quiet, was let into the secret that
his boyhood friend was in the motion
picture business. This was in 1909 and
people didn't think much of pictures as
a business.
However, with the foresight which has
marked many of his business deals, Dr.
Shallenberger financed Mr. Hite and they
opened an exchange in the Monaduock
building, buying one-reelers and renting
them to exhibitors. The business gttg
and then grew some more, and in lflfo
Dr. Shallenberger came to New York and
organized Arrow Films, Inc., as a pro-
ducing company. Shortly after, with
Hall Caine's "The Deemster," Arrow
Films invaded the state right field, 10
which it has remained ever since and lit
which it has grown to large proportions,
state righting, since its formation, more
than 100 productions.
Dr. Shallenberger unhesitatingly 9ays
• Ten Nights in a Bar Room," which H
one of the money-makers of the year, IS
the biggest picture he has handled, and
one of the best.
[ay 6, 1922
EXHIBITORS HERALD
43
Daylight Saving and Sunday
Closing Defeated in Illinois
Hamilton, 0., Council Also Votes Down Proposition
To Change Time — Lord 's Day Alliance
Active Now Throughout Missouri
Daylight saving and blue law measures, placed on the ballots at the
recent elections throughout Illinois, found little support from the voters,
the reform propositions going down to defeat in a majority of instances.
At Hamilton, O., also, daylight saving advocates failed to muster
enough votes in the city council to put over the ordinance they sponsored.
Crystal Lake Finally Wins Against Blue Laws
In Illinois, exhibitors ran an even race with blue law advocates, Sun-
day opening winning at Crystal Lake and losing at Jacksonville. The
Crystal Lake victory is of exceptional importance owing to the fact that
at three previous elections the reformers had been successful, once by
only one vote. Apparently the sour Sunday has had its effect for the ex-
hibitors' victory was overwhelming, the vote being 837 to 396.
Lachmann Resigns in
Hamilton Settlement
ctivities of Corporation to
Be Governed by Board
of Directors
(Special to Exhibitors Herald J
NEW YORK, April 25.— The heated
ntroversy between Samuel Rachmann
:d other executives of Hamilton The-
; ical Corporation, which resulted in a
it for libel being instituted against Mr.
chtnann, has reached a settlement.
Retires from Board
Under the agreement, Mr. Rachmann
:ires as vice-president and director of
; organization and as executive of EFA
d all other German companies owned
Hamilton. He retains his stock in the
rporation, however.
Settlement of the controversy brings to
jse the libel suit which had been in?
tuted by Benjamin Blumenthal.
Kohn Vice-President
Under the new arrangement, activities
the organization will be conducted by
e board of directors, of which Ike
umenthal and Albert A. Kaufman are
embers. The former will have charge
distribution and the latter of produc-
>n.
Replacing Mr. Rachmann as vice-presi-
nt is Ralph A. Kohn.
lhotograph Speech on
Film Latest Discovery
(Special to Exhibitors Herald J
NEW YORK, April 25.— Talking mo-
)n pictures, accomplished by means of
cording the lines on the film instead
: on a phonograph disc, have been per-
cted, according to Lee de Forrest, vvire-
ss" telephone expert, who arrive here
om Germany recently.
He states that he has perfected the
Iking motion picture so that the voice
photographed on the film at the time
at the picture is being made.
D. Williams New
Hope Theatre Ready
(Special to Exhibitors Herald)
DALLAS, TEX., April 25.— The J. D.
'illiams Amusement Company will open
s beautiful new Hope theatre here to-
orrow. Singularly, Hope Hampton in
Stardust" will be the initial attraction
the new theatre which Mr. Williams
uned after his wife. Laurence F. Stuart
managing director.
7red S. Meyer Heads
Boosters of Hamilton
(From Staff Correspondent)
HAMILTON, O., April 25.— Fred S.
leyer of the Palace theatre, well known
■ hibitor, was elected president of the
bird Street Business Boosters' organ-
ation, composed of leading business
ien of Hamilton at the formation of the
ganization.
Fire Destroys Theatre
(Special to Exhibitors Herald)
DORCHESTER, ILL., April 25.—
ire caused by a lightning bolt destroyed
ie Vv'ilsonville theatre, Dorchester, 111.,
n Monday, April 17. Eli Gori, owner,
lans to rebuild. The theatre seated 360
ersons.
Blue law advocates won by a safe
margin at Jacksonville, the vote standing
2,779 to 1,898. Jacksonville has not had
its Sunday shows for a number of years.
Because many citizens had protested
against this restriction it was predicted
that the liberals would win an easy vic-
tory.
Advocates Snowed Under
Palatine was the only place in Illinois
to adopt the daylight saving plan. In
Aurora, Batavia, St.' Charles and Geneva,
the advocates of the "save an hour" plan
were snowed under.
Aurora's vote, which repealed the 1921
ordinance, was 6,644 to 3,078; Batavia,
927 to 558; St. Charles, 624 to 324, and
Geneva, 538 to 331.
The defeat of daylight saving at Ham-
ilton, O., was announced in the following
telegram from Fred S. Meyer, manag-
ing director of the Palace theatre:
"Herald" Aids Fight
"Daylight saving was defeated after
strenuous battle in council meeting to-
night. The only outside assistant I re-
ceived was data forwarded by you for
which I am truly thankful."
Reform Society
Giving Trouble
(Special to Exhibitors Herald)
ST. LOUIS. MO., April 25.— It is cer-
tain that when the Missouri constitutional
convention meets at Springfield shortly
several amendments will be introduced
by the Lord's Day Alliance and its
allies to restrict Sunday recreation. St.
Louis has realized the danger and is now-
preparing to combat the reformer's tac-
tics.
Mayor Kiel has been appointed chair-
man of the executive committee for St.
Louis of the Missouri branch of the
Anti-Blue Law League and it is planned
to obtain a million names to a petition
protesting against blue laws for this
state.
Theatres Open
Despite Ordinance
(Special to Exhibitors Herald)
AMES, I A., April 25.— Despite the en-
actment of a discriminatory ordinance
closing theatres here on Sunday, the
houses have been successful in operating
on a free-will-offering basis. On the Sun-
day immediately following passage of
the law, the crowds were so big that po-
lice were necessary to keep the fans in
check. Although no effort was made to
keep the theatres closed, Manager Joe
Gerbacht was notified to appear on
Monday for arraignment on a charge of
violating the ordinance. If Gerbracht
loses in court here, it is understood he
will carry the case to the district court.
Kansas Theatres Now
Under New Management
(Special to Exhibitors Herald)
KANSAS CITY. MO, April 25.— The
following changes in management of
theatres and new houses in the Kansas
City territory have been announced in
the last week:
Grand theatre, Salina, Kans., has been
purchased by H. E. Ulrich; Grand
theatre, Winfield, Kans., purchased by
H. R. Barker; Novelty theatre, Topeka,
Kans., re-opened by Mike Hahn; St.
Dennis theatre, Sapulpa, Okla., purchased
by W. E. Arthur.
Burton Holmes Off to
Japan With His Camera
(Special to Exhibitors Herald)
NEW YORK, April 25. — Burton
Holmes, whose feature picture, "Around
the World with Burton Holmes," will
open at the Apollo theatre, has packed
his cameras and knapsack and left for
Japan.
He will be away six months photo-
graphing new scenes and the present day
customs of the people who live on the
sunny isle of the Pacific.
Christie Comedy Star
At Granada Theatre
(Special to Exhibitors Herald)
SAX FRANCISCO. CAL., April 25.—
Dorothy Devore, Christie comedy star, is
appearing in person at the Granada theatre
this week in connection with the comedy
"Fair Enough" in which she stars.
The star has already established a fol-
lowing at the Granada through "Sister
Susie," "One Stormy Knight," and other
of her films which have played at the
Granada.
Inaugurates Vaudeville
(Special to Exhibitors Herald)
LOGANSPORT, IND., April 25.— E.
L. McDermott, manager of the Luna
theatre, has contracted with the Shuberts
for vaudeville next season.
44
EXHIBITORS HERALD
May 6, 1922
Expect 200 Civic Workers
Better Films Conclave
at
Will H. Hays to Be Represented Officially by Senator
Ashurst at Atlanta Convention
(Special to Exhibitors Herald)
ATLANTA, GA., April 25.— All is in readiness for the 200 educators,
civic workers and public officials who are expected to attend the
Southeastern Better Films Conference which opens at the auditor-
ium of the Atlanta Woman's Club on Friday under the auspices of the
Better Films Committee of this city.
This is the first such conference of this nature held in this country and
its sponsors anticipate highly laudatory results.
A LTHOUGH Will H. Hays, president
" of the M. P. P. D. A., had been in-
vited to address the congress, he found
it necessary to decline. He will be rep-
resented officially by Senator Henry F.
Ashurst of Arizona, who for years was a
leader in congress on matters pertaining
to motion pictures.
* * *
Accompanying the senator will be John
M. Casey, in charge of film regulation
in Boston.
Among the topics to be discussed and
those to whom they have been assigned
follow:
Senator Ashurst — "Are Moving Pic-
tures Moving?"
Mrs. David Ross of Indianapolis, presi-
dent of the National Photoplay Indorsers
— "Endorsement — a Power."
Orrin G. Cocks, secretary of the Na-
tional Committee for Better Films, who
has been the prime mover in the organ-
ization of Better Films Committee in 626
cities — "A Community Plan."
Burdette G. Lewis of Trenton, N. J.,
authority on juvenile deliquency — "Crime
and Motion Pictures."
Mrs. Ferd Lucas of Greencastle. Ind.,
Parent Teachers' Association — "The
Home, the School, the Photoplay — a
Triple Opportunity."
* * *
Governor Hardwick of Georgia — "The
State and the Photoplay."
Miss Ruth Rich of Jacksonville, Fla.,
secretary of the National Federation of
Business and Professional Women —
"Constructive Legislation — the Florida
Plan."
Mrs. Alonzo Richardson of Atlanta,
officer of the General Federation of
Woman's Clubs — "The Atlanta Plan."
H. T. Jones of Atlanta, from Southern
Enterprises, Inc. — "A Pledge from 200
Theatres."
A. Milo DeHaven New
Manager of Indiana
(Special to Exhibitors Herald)
TERRE HAUTE, IND., April 25. — A.
Milo DeHaven, of New York City, has
assumed charge of the Indiana theatre
as manager. He succeeds Sydney Smith.
Mr. De Haven is a producer and has
been connected with the Butterfield cir-
cuit, with the World Film Company of
New Jersey, and has directed pictures for
the Pennsylvania Film Corporation.
MONEY MAKING IDEAS
Been Used Successfully by
Build Up Their Patronage
Which Have
Exhibitors to
By F. L. CLARKE
(Cozy Theatre, Hazen, Ark.)
I have a scheme for using
the Herald's exhibitor reports
on pictures as follows :
I use a one sheet stand and
at the top have the same let-
tered "What They Say." I go
through the Herald for one
year back and cut out all re-
ports on the pictures I am
showing the next week, paste-
ing them on a card together
with the play date of the pic-
ture.
In working this, don't make
the mistake of picking out
only the boosts but take them
just as they come and if a few
knocks should hurt your busi-
ness on one picture, you will
make it up when you get one
that has no knocks.
In other words, play square
with your patrons and let them
know just as much about the
picture as you do.
This will work fine provided
you keep it up until they get
to talking about it and they
will get interested in the pic-
ture by reading the reports.
By CHARLES A. SWANSON
(Opera House, Wahoo, Nebr.)
We have enjoyed a remark-
able business throughout the
past year of financial depres-
sion by keeping up the quality
of pictures, also music, by
using a six-piece orchestra.
The established price, without
juggling the same, has been a
winner with us here.
Man Is Arrested for
Purveying Fight Film
James McGrath, living at the Planters
Hotel, Chicago, was arrested by a United
States Marshal on a charge of violating
the interstate commerce regulation in the
transportation of films of the Dempsey-
Willard fight into Chicago.
McGrath was arranged before U. S.
Commissioner Mason and released on
*1.000 bonds.
Doug. Leads Brigade
In Extinguishing Fire
(Special to Exhibitors Herald)
LOS ANGELES, April 25.— Wigs and
silk cost umes valued at $25,000 were
threatened with destruction when a fire
broke out this week in the Pickford-
Fairbanks studio in Hollywood. Douglas
Fairbanks led the brigade of fire fighters
that saved the studio.
Packed House Greets
First Hollywood Follies
(Special to Exhibitors Herald)
LOS ANGELES, April 25.— A packed
house at Philharmonic auditorium Satur-
day night greeted the "Hollywood Fol-
lies," the first show staged by the Screen
Writers' Guild, with a number of prom-
inent screen stars participating.
Pickler on New Job
(Special to Exhibitors Herald)
KANSAS CITY, MO., April 25.— E. R.
Pickler, recently appointed as manager
of the Kansas City Select office, arrived
in Kansas City last week to assume
charge. Mr. Pickler formerly was man-
ager of the St. Louis Select office.
Comprehensive Campaign
Boosts "Determination"
A comprehensive advertising and ex-
ploitation campaign was conducted by L.
A. Barclay of the Nemo theatre, Johns-
town, Pa., in putting over "Determina-
tion," at admission prices of 50 and 25
cents. A heavy newspaper campaign was
launched a week in advance of the show-
ing; the city and adjacent territory were
plastered with paper and nearby towns
were circularized. Automobiles and
horses bearing "Determination" banners
were used a day or two before the open-
ing. Window and lobby displays were
added features of the campaign. Lee-
Bradford Corporation is handling the pic-
ture on the state right market.
"Trimmed in Scarlet" Is
Bought for Priscilla Dean
Priscilla Dean's next Universal pro-
duction following "Under Two Flags"
will be "Trimmed in Scarlet," a stage play
of several years ago. Maxine Elliott
played the leading role in the stage pro-
duction of the opus.
Kilvert to Do Special Art
Titles for Famous Players
B. Cory Kilvert, celebrated artist, is
now on the staff at the Lasky studio
where he will do special colored titles fo'
motion pictures. His first work will b(
on "Pink Gods."
THE THEATRE
PJL.PRACTICAU
Lo! The Poor Indian
The American Indian is a noble figure.
In nursery and classroom he is depicted as in the attenuated twilight of his existence.
In popular fancy he stands on a shadowy mountain peak, outlined against a livid sunset,
close wrapped in his brilliant hued blanket and looking back forlornly, resignedly upon
the land, his land, from which he has been driven by the onrush of Civilization. (It's al-
ways spelled with a capital in cases of this kind.)
It's a pretty story. White men like it.
But do von believe it?
Down underneath, when questioned, don't you admit it
is possible that the Indian in his original state was a more or
less shiftless fellow, prone to let his wife do the work, to
amuse himself by hunting, gaming, warring, bathing infre-
quently and chiefly through accident when toppled uncere-
moniously into an adjacent stream by friend or enemy —
' altogether an overgrown, rather an outgrown, boy, unwill-
ing although probably not unable to become a man ?
The preponderance of evidence indicates that the latter
description fits the original American more closely than the
artistic, classical one commonly accepted.
And what of it ?
This of it :
A great many American exhib-
itors of the present day are di-
rectly comparable in at least one
respect to the American Indian.
That is not, of course, in point of
cleanliness.
It is, to be exact, in their prone-
ness to neglect essentials of their
business to their financial detri-
ment.
The original Indian, roaming
idly over rich farm lands, taking
from nature the gifts that were
to be had for the taking, perish-
ing in great numbers, in every
exceptionallv severe winter, was
guilty of no more serious neglect
than the exhibitor who lolls back
in his leather desk chair when
business is thronging the lobby
without effort on his part and.
almost as complacently, writes
red ink entries in his ledger when
business ceases to seek him.
*
Business generally is, if not ac-
tually bad, at least less good than
it was a year or two years ago.
Theatre management is cer-
tainly not bad, is certainly better
than it was then, but it is not as
good as business conditions of
the day demand.
The news reel, or "Xewspic-
ture" as it is called in the Herald
department created in its behalf,
is an excellent example of gross
and protracted neglect.
There is money in news reels.
No showman. would admit that
there is not money in newspapers.
The news reel is the showman's
newspaper.
But he is not running it as a
newspaper. In the majority of
instances he is not running it at
all. He is merely exhibiting it.
He knows about it, much as the
Indian knew that the soil he trod
was good soil and would produce
goodly crops. He realizes it is a
necessity. But he has not yet
begun to treat it as a source of
revenue. Many consider it as
something of a luxury which
they magnificently bestow upon
their patrons as a sort of bonus,
a little dessert after a substantial
meal.
This is not showmanship. Just
what it is doesn't matter.
The thing that does matter is
the fact that in every news reel
shipment the modern exhibitor
receives a film newspaper, a
choice assortment of headlines
that will sell themselves if he will
but display them, a chronicle of
events that the public is willing,
anxious to pay real money to see.
A little advertising, not costly,
not involved or difficult, is re-
quired to put the news reel ac-
tually "on the market" so far as
the theatre public is concerned.
In each city one or more pro-
gressive exhibitors are going to
"steal a march," as the Indian
would put it, on his fellow show-
men and eliminate or at least re-
duce materially those red ink
entries.
Then —
"Lo ! The Poor Indian."
46
EXHIBITORS HERALD
May 6, 1922
T
G
H
R
E
A
A
P
T
H
R
I
E
C
JYDud Be
Surprised
Rll ITWFST jCA
Jay 0, 1922 EXHIBITORS HERALD 47
WARE. GUNS
SPORTING GOODS
mm
i±. naffer
"SCHOOL DAYS" (Warner) enacted for Los
Angeles pedestrians by Kinema (exploitation)
Players.
ed by National,
and Academy,
"THEODORA" (Gold.) windo>
Greensboro, N. C. (above),
Charleston, S. C.
"A CONNECTICUT YANKEE" (Fox) mo-
bilized by Grand, Muncie, Ind. (iibove), and De-
Luxe, Utica, N. Y.
"SMILIN' THROUGH" (F. N.) given simple,
artistic prologue in garden set at Des Moines
theatre. Des Moines, la.
m
48
E X H [ B ] T O R S HERALD
May 6, 1922
T
L
H
E
E
T
A
T
T
E
ID
K
K.
E
s
THEATRE EDITOR.
Exhibitors Herald.
Dear Sir:
I am mailing you under separate
cover some photos of window dis-
plays I put over for "Hail The
Woman." Am doing the exploita-
tion for the Strand while I am here.
I built, painted and did all the
work on the displays myself, and
they were the first window displays
for this town and are making quite
a hit with the merchants.
The cutout is from the three-
sheet, and is placed on small steps
to get the appearance of the woman
walking toward you, paper flowers
■ W. CRKAMER'S letter, explaining the above
picture and that at tho top of this page,
appears above.
"•UTOUT constructed by J. W. Creamer {or the Strand theatre, Chillicothe, Mo., to exploit
' Thomas H. Ir.ce's First National attraction, "Hail The Woman."
on the upright pillars while real live
ferns are used in each window also.
The color scheme for both windows
was gray, and in the furniture store
window a gray suite of wicker fur-
niture was used. Several other stills
were on the carpet but do not show.
You will note the absence of a di-
rect tie-up, but I sold the stores on
the idea that the backgrounds, etc.,
would attract attention to their
wares and that they could not afford
to keep an artist on their staff for
such work, so they came across with
fifty percent of the cost of the win-
dow and they invite me to use their
windows as often as I please. So
when one display comes out I have
another all ready to slip in. The
shoe store wanted to hold over their
window for Easter but I wanted the
window for "Fauntleroy."
I also hooked up with a newspa-
per on the idea of a contest. They
offered three prizes of seats for
"Hail The Woman" for the three
best articles of not more than 100
words on the subject, "Who do you
consider the greatest woman in his-
tory and why?"
This was a direct tie-up. we
furnishing the loge seats to the pa-
per. The stunt netted us over fifty
inches of free publicity on their
front f>age, giving us a good busi-
ness for the two (lay run.
Trusting that this will be of in-
terest to your department and with
very best wishes to the HERALD I
remain,
Sincerelv,
JXO. W. CREAM HR.
Strand theatre, Chillicothe, Mo.
*
DEAR MR. CREAMER:
Your photographs leave very Utile for US
/-> say in regard to the window displays.
Th-v convey adequately the story of their
merit. But we do have something to say
about the arrangement with the merchants
that you have made.
We haven't heard of a better one in the
years that we have been operating this de-
partment. Therefore we know that a good
many exhibitors who have stated that mer-
chants in their cities refused to consider
the window proposition will follow the ex-
ample of your approach and profit greatly
by the result. For enabling us to pass along
the idea, and for your contribution on "Hail
the Woman," itself, many thanks. Let us
hear from you regularly. How did "Faunt-
leroy" gof—W. R. W.'
The blast of the bugle
The clang of the gong
The screams of the mob
The snap of the barrier
PC PICTURE
THE GREAT RACE SCENE !
THE PACKED BETTING RING '
THE DESPERATE AEUOPIANL
FLIGHT |
THE BREAK NECK AUTO DASH I
THE PLOT TO FRAHE THE
BIG RACE !
THE GUN FIGHT IN THE
GAMBLING PALACE !
THE JOCKEY WHO SELLS
OUT HIS BOSS '
THE STABLE llOY j LOiAlTt !
Tilt YOUTH IN THt CLUTCMlf
Or AN AOVENIUQESS I
Till GIDtS (WAVE BlDl ON
A i. WAT TM0IVOUC.mil<l0 !
An I ill*-' -.liM'JKikj "»»""
Trial rulnifnato In
THE GPf ATE5T H00SE
PACE EVEP STAGED '
'"C sheet! for which is reproduced above. w»«
erroneously referred to as a Vitagraph produc-
tion in the April 29 issue. It is an R-C picture
May 6, 1922
EXHIBITORS HERALD
49
TWO-PAGE newspaper published by Harry D.
* Wilson, of Jackie Coogan Productions, in
the interests of "Trouble."
"Extra-Extra"
Jackie Coogan
In "7 rouble!"
(Special to Exhibitors Herald)
LOS ANGELES, April 25.— The
newspaper dodger and herald are not
new, to be sure. But it remained for
Sol Lesser of the Jackie Coogan pro-
ductions to have a get-together meeting
with Jackie's publicity department head
and publish an honcst-to-goodness paper
with Jackie in the eight column scare
line.
* * *
The Coogan edition is in two pages —
front and second page. The front page
consists of news stories pertaining to
episodes that occur in the "Trouble" pro-
duction. The stories are written in a
news vein entirely with appropriate
heads, sub-heads, etc. A Los Angeles
newspaper artist drew the "ears" and
"main head" and made the four column
lay-out appearing on the front page.
The second page consists of a quarter
page ad on "Trouble" using the Kinema
itheatre of the West Coast Theatres, Inc.,
chain as an example. The entire second
page, like the first, is prepared entirely
in newspaper fashion but the stories on
that page differ from those on the front
in so far as "trade stories" arc concerned.
There is sufficient material on this second
page to enlighten any exhibitor on the
forthcoming Jackie Coogan production.
At first glance the paper resembles
any newspaper and not until the reader
delves deep into the type matter does he
scent some propaganda on the Coogan
feature.
* * *
Exhibitors can copy this and arrange-
ments can be made for any number of
copies when the production is set for
release. A good stunt for this special
edition would be to have kids dressed
like Jackie does in "Trouble" sell the
papers on the streets in front of the the-
atre or give them away after calling
their wares and "extra." A copy tacked
in the lobby would attract attention and
they can be used for heralds or dodgers
as well.
New Playgoers Film May 7
Playgoers Pictures will publish the
new Noble Johnson production, "Tracks,"
on May 7. It is in six reels.
Chapel Bell In
"Rosary" Lobby
Summons Patrons
rRONT of the Empress theatre, Owensboro, KyM as transformed during1 the engagement of the)
First National attraction, "The Rosary." Approximation of the Empress' accomplishment is
patently advisable.
Tolling at appropriate intervals during the screen time of short sub-
jects included in the program, a chapel bell surmounting the church front
erected by Arch Bamberger, manager of the Empress theatre, Owensboro,
Ky , summoned citizens within earshot to the exhibition of "The Rosary," a
First National attraction based upon a stage play of wide popularity.
Total Cost $12.00
tJOR economic and exploitation soundness Mr. Bamberger's "Rosary"
front ranks very high in current theatre news. It was built of
beaver board and light paper stained to repiesent church windows. Elec-
tric lights in back gave the proper effect at night. A real church bell was
mounted on the marquee for ringing purposes, a painted bell being used
on the false front itself.
Several reasons for adaptation of the stunt by other showmen are
apparent. It is strong in money-making qualities. It is dignified and
essentially fitting.
In addition, the constructive effect of the display, like that of the
picture, should operate beneficially for the theatre as an institution. The
influence of the possible minority who may be depended upon always to
object to such an enterprise is easily counterbalanced by the influence
of the big majority who will be attracted by such advertising to such a
picture as they will appreciate thoroughly.
50
EXHIBITORS HERALD
May 6, 1922
Doxing gloves, always interesting, were fea-
tured in the window used by the Community
theatre, Catskill, N. for Para mount's "The
World's Champion^"
Tell It to a
Photographer
You (and a commercial photog-
rapher) can make much money,
he through sales and you through
publicity, by adopting the stunt
evolved by E. Silberstein, Com-
munity theatre, Catskill, N. Y.
Customers are photographed "with
their favorite star!"
MR. SILBERSTEIN introduced
the novelty just prior to the
opening of the Paramount attraction,
"Her Husband's Trademark." Cutouts of
Gloria Swanson and other Paramount
stars, life size, were prepared for the pho-
tographer's studio as permanent equip-
ment. During the run of the picture
tickets for the theatre were given as
premiums to customers who posed with
the cutouts.
All that is necessary to apply the sug-
gestion is a hit of work in the prepara-
tion of the cutouts and the completing
of arrangements with a photographei
The commercial side of the proposition
may he more or less in doubt, but tin
publicity side is clear. You can't lose,
and much, much comment should be
forthcoming.
Comment is money.
New Headquarters Taken
By Mission at Hollywood
Mission Film Corporation, producing
"Carry on the Race," now being cut by
C H. Geldert) president, has moved its
executive offices to 0411 Hollywood bou-
levard, Hollywood, Call
"Motor Yan^s"
Invade Canada —
Ta\e Montreal
Motorcycle "Yankees," following
a nation-wide conquest of the
United States, have invaded Can-
ada. The city of Montreal has
fallen to their forces. Allen's the-
atre has been chosen as a basis of
operations and the populace has
surrendered unconditionally.
uPROWDED house business,"
V-rf which is Montreal for Amer-
ica's "capacity," "stand-out," etc., is re-
ported as attendant upon the engagement
of the William Fox production, "A Con-
necticut Yankee in King Arthur's Court,"
at the Allen theatre in Montreal. The
photograph received, reproduced above,
shows the largest crowd yet snapped in
awful contemplation of a "Yank" parade.
Another picture shows a suit of real ar-
mor used in a store window. There were
several of these.
All of which constitutes remarkable
evidence of the effectiveness of United
States exploitation methods when applied
to the not altogether different residents
of a city like Montreal. In brief, good
news.
^ENUINE armor was displayed in one of the
All. i window exhibits.
piCTORIALIZATION of the title, always good
stuff, was effected by Abe Levy, Strand.
Waco, Tex., in striking manner for First Na-
tional's "Star Dust."
Star Cut-Out
"Stars" Star
Ever wonder why they are called
"stars"? Suppose it's because they
are generally believed to attract?
Anyway — that isn't the reason.
Despite which, stars of the dic-
tionary variety are mighty strong
in attention value.
ABE LEVY, manager of the
Strand Theatre, Waco, IV v.
featured a star, a star that "starred" an-
other star, in his lobby display for "Star
Dust," Hope Hampton's First National
film. The illustration shows the star it)
less than merited detail.
The big, outside star carried a blue
ground, against which a smaller star,
also five pointed, was suspended in the
center. Within this was placed a photo-
graph of Hope Hampton. Gold stars
were caressly distributed over the whole.
A translucent effect was gained, and
the lobby interior was vaguely discern-
ible through the star itself.
Altogether the display was one of un-
questionable attractiveness. Regardless
of why they call them "stars," as artlessly
asked at tlie beginning of this story, the
Lew front photograph proves, it there
was ever doubt, that the star is a mighty
attractive design.
U. B. O. Books "Fair Lady"
Rex Beach's "Fair Lady," a Whitman
Bennett production, published by United
Artists, has hi en booked by the V. B. 0.
organization for its twenty-two houses.
May 6, 1922
EXHIBITORS HERALD
51
Issue Real Aids
To Showmen With
Griffith Picture
Embracing what is called the
greatest assortment of publicity
and advertising matter and ex-
hibitor helps ever issued with any
motion picture, the press book,
star and production cuts, adver-
tising cuts and mats, copy for a
series of type advertisements,
teaser ad campaigns, exploitation
suggestions, lobby and window
display cards and a wide and
varied assortment of posters, — all
for D. W. Griffith's "Orphans of
the Storm," have been shipped to
United Artists Corporation branch
offices.
BEGINNING with the press book
there is furnished ample mate-
rial for a three or tour weeks' news-
paper publicity campaign — one that will
suit every purpose of any exhibitor in
any sized city or town.
The press book is not run in colors,
but does contain ninety stories — an-
nouncement stories, special features,
cast and personality stories, short news
items, biographical sketches of stars and
principal players, plus a large number of
' shorts." The pages are made up in
newspaper style, the various stories carry-
ing a cut that is suitable to the text.
• • •
■ The publicity cuts . issued with "Or-
phans of the Storm" consist of seventeen
one columns of Mr. Griffith, the Misses
Lillian and Dorothy Gish, and others of
the principals in the cast; nine two-col-
umn production cuts, eight three-column
productions and two shallow four col-
umns. The cuts of the players show
them in character costume.
In the matter of advertising cuts there
are three one columns, three two col-
! umns, two three columns, two four
f d.w cmeeiTH
pjRAMAnC action graphically depicted in one
of the press book ads supplied by United
Artists for "Orphans of the Storm."
D.W.GRIFFITH
X>rphans'<ftheStonii
THE simplicity note effectively brought
cut in a United Artists press book
advertisement for "Orphans of the
Stcrm."
columns and two five columns. The art
work on these display advertisements was
done in the United Artists art depart-
'ment and worked out on the basis of
playing up as strongly as possible the
love interest in the theme that weaves
together the mob effects.
In addition to the advertising cuts men-
tioned, mats for which are furnished free
to the exhibitor, there also are four one-
•column artists' designs to be used as at-
tention attractors and from which the
theatre man may have his own cuts
made.
* » »
Next comes copy for a series of type
advertisements without any attention at-
tracting cut. There also are specially pre-
pared artists' designs in the shape of title
plates from which the exhibitor can have
cuts made any size he wishes and use
them as the basis for any sized advertise-
ment he may want to work up himself.
Copy is furnished also for two six-day
teaser ad campaigns, and cuts and mats
issued in one. two and three columns, on
a "trade-mark" design which exhibitors
can use as an advertisement foundation.
In the matter of lobby and window
display there are hand-colored 22x28
lobby cards, two in a set; hand-colored
11x14 lobby cards, twelve to the set:
sepia lobby cards, twelve to the set, and
sets of twenty-five black and white
photographs for lobby display or news-
paper use.
There are tour styles of window cards,
one of a teaser nature, and one without
illustration and in type form. The other
two show the Gish sisters and one of the
big love scenes from the picture.
Among other accessories is a three-
color, four-sheet, cloth steamer banner
of linen, weather proofed, and of such a
nature that it can be used over the mar-
quis, across the front of the house, or in
almost any place the theatre man may
want to use it.
* * *
There is a four-page, undated, herald
in three colors, a sixteen-page booklet,
eight by eleven, printed in six colors, con-
taining more than fifty illustrations, with
the story of the play and many interest-
ing facts and statistics about the picture
and principal members of the cast. This
was gotten out for sale to the exhibitor
to retail to his public at a price that leaves
him a good margin of profit, and at the
same time create a lot of word-of-mouth
advertising for his feature and his house.
Grauman Sets
Ad Model for
Revival Week
Advertising seven "Longer Ex-
hibition Life" films used in his
revival week, Sid Grauman, Grau-
man's theatre, Los Angeles, con-
tributes importantly to the
growing fund of exploitation data
provided by showmen acting on
the suggestions made in the
"Herald" editorial. The two-
column advertisement used is
reproduced below.
THE seven pictures used by
Grauman were Paramount
productions, each carrying a number of
names properly deserving space in the
display. Inclusion of secondary names
was adequately encompassed by the
black and white arrangement, the al-
ways reliable arrow being brought in
to emphasize the play date, also of
unusual importance in view of the fact
that the theatre customarily runs each
attraction for a week.
Mr. Grauman's advertisement is in
manj- respects similar to that used by-
Edward L. Hyman of the Brooklyn
Strand for a similar week and repro-
duced in the April 29 issue of this paper.
REPRODUCTION of a two-column advertise-
mint used by Sid Grauman in behalf of his
week of "Lcr.ger Exhibition Life" films.
52
EXHIBITORS HERALD
May 6, 1922
RALPH W. TIPPETT, manager of ths Casino theatre, downtown Chicago house, produced the above colorful display for Universal's "The Man
Under Cover," easily dominating Madison Street, main artery East and West, during the period of the run.
Tippett Front
Uncovers ''Man
Under Cover!"
MADISON STREET, Chicago's
"Gay White Way" in the mo-
tion picture sense, gave eager eye to the
front constructed by Ralph W. Tippett,
manager of the Casino theatre, for the
Universal feature, "The Man Under
Cover." A good camera does its best to
reproduce the effect of the front at the
top of this page.
Good lobby displays are the rule rather
than the exception at the Casino, and
Mr. Tippett has established that rule. In
the great majority of a year's weeks the
front of that playhouse draws a maxi-
mum of attention from the uncounted
thousands of daily passersby.
The wondei
play of the
century
OVER
HILL
Credit Follows
Responsibility
LITTLE men avoid responsibility.
That's why they're little. Alex-
ander Frank, assuming full responsibility
for the Fox picture, "Over the Hill," in
his personal message to the ministers of
Waterloo, la., when the feature was
shown at his Waterloo theatre, shows
himself to be a "big exhibitor" in the
one worthwhile sense of that term.
Credit follows responsibility. A mil-
lion word sermon might be written upon
that subject, but the three words tell it
sufficiently well for intelligent people.
.inhis
ALEXANDER FRANK, Waterloo theatre, Wa-
terloo, la., signed his endorsement of "Over
The Hill."
"Pay Day" Pays
IN a page from the Indianapolis
Neivs carrying a cooperative ad-
A COOPERATIVE page used by the Circle,
" Indianapolis, in the interests of "Pay Day."
vertisement based upon "Pay Day,"
Charlie Chaplin's First National comedy,
may be seen dependable proof that the
picture "payed" the Circle theatre and at
least six merchants. The page is repro-
duced herewith.
Cooperative pages for the exploitation
of short subjects are rare, even when the
short subject is a Chaplin comedy. Cor-
responding interest attaches to the Circle
page.
CRED PARRISH, Denver camera man for Fox News, prosed into aervi ce the mayor of the city and an elephant from a circus- then in town and!
* put over an original and effective publicity stunt for the news-picture. Denver exhibitors expanded their advertising of the reel as a result oJ
the publicity gained.
May 6, 1922
EXHIBITORS HERALD
53
NEWSPICTURES
\TL7 'ITH a view to giving the exhibitor a better understanding of the importance of the
VY News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
EXTRA!
Floods Sweep New England! — Powers Convene at Genoa —
Ammunition Blast Kills Hundreds! — America Welcomes
Jcffre— 500 LOST AT SEA !!— Baseball Season Opens— DePalma
Wins Auto Classic! — U. S. Scraps First Cruiser.
(Suggested method of incorporating news-
picture bulletin in upright newspaper ad-
vertisement of standard design. Specimen
shows top and portion of sides. The black
type for "Extra!" serves as an attention
unit also. Standard copy occupies the re-
mainder of the space.)
NEWS BULLETINS
ADD VALUE TO
ADVERTISING
Additional interest, productive of additional return, may be created in.
theatre advertising at no expense by showmen who include newspictures
in their screen program.
News bulletins engage attention. Newspapers have trained the public
to respect them.
Showmen, taking up where newspapers abandon it the work of dis-
tributing public information, profit by capitalizing newspaper precedent.
Advertising space is obviously the proper medium.
The illustration presented above
shows graphically a space arrange-
ment by which any showman may
bring forcibly to the attention of
readers vitally interesting elements
of his program which are uni-
versally appreciated and all but
universally ignored in theatre ad-
vertising. Exhibitors unwilling to
continue this gross wa'ste of adver-
tising ammunition will adopt this
method at least in principle.
Top position is accorded the
newspicture copy in this specimen
because top position is due an en-
tertainment element that has been
neglected almost to the point of ex-
tinction. To extract from newspic-
tures a full measure of their poten-
tial profit an effective introduction
of the subject in advertising is es-
sential.
The events included in the bul-
letin, actual and fictitious, are typ-
ical of the average newspicture
edition. Incidents of equal reader
interest may be selected from dis-
tributors' announcements or from
the "Final Extra" column of this de-
partment any week.
Absolutely no expense is involved
in adoption of this method of bul-
letining headlines, unless use of the
small portion of purchased space re-
quired be considered such.
GETS AD TIPS
EARLY FROM
EXCHANGE
Proper tribute is paid by J. L. Shipley,
Appleton theatre, Appleton, Wis., in the
following letter of thanks for exchange
cooperation addressed to R. V. Anderson,
sales manager of International News. Mr.
Shipley's letter reads, in part:
"We consider the International News
one of the biggest and best features we
show. It is consistent in its handling of
the newest and most interesting events
of the day and, to our knowledge, has
scooped other weeklies on several events
of widespread interest.
"Another important point, your office
has tipped me off to big events and we
have been able to advertise them ef-
fectively and cash in as a consequence.
This is real cooperation in all that the
term implies."
International News is distributed by
Universal exchanges.
J. OLLENDORFF
TO DRAW FOR
KINOGRAMS
Julian Ollendorff, responsible for the
series of Sketchografs issued by Educa-
tional Films Corporation, has been en-
gaged to "sketch the news" for Kino-
grams.
Each issue of Kinograms in the future
will close with Sketchograms, which the
artist will draw under the camera. His
work will be along the lines established
in his feature series.
"Choosing an idea of current news
which lends itself to imaginative treat-
ment." the announcement reads, "Mr.
Ollendorff, with his keen vision and hu-
mor, plans several sketches on the sub-
ject, which are then to be executed under
the motion picture camera in his studio
in Brooklyn."
* FINAL EXTRA *
SELZNICK NEWS, No. 1033: Capital and
Labor Build Auditorium in Chicago — Einstein's
Theory Tested in Toronto — Ice Storm Hits Osh-
kosh and Denver — Film Stars Play Ball at Holly-
wood— Coast Defense Gun Practice at San Fran-
(Concluded on page 87)
54
EXHIBITORS HERALD
May 6, 1922
Cohen and Walker in Bitter Fight to Lead M. P. T. O. A. J
(Continued from page jo. )
"In the tvening World is a statement
from Mr. Walker to the effect that he
will accept the presidency of the organi-
zation if given a salary of $75,000 a year.
"Senator Walker was not of-
ered the presidency of the Motion
Picture Theatre Owners of Amer-
ica by any person or persons au-
thorized to make such an offer, as
the only way the national presi-
dent of the organization can be
elected is by the delegates to the
national convention. It is utterly
absurd to assume that any nun:
could be offered the presidency or
become the president of the Mo-
tion Picture Theatre Owners of
America in atiy other way.
"Again the payment of any
such salary to the President or any
other officer of the Motion Picture
Theatre Owners of America is
impossible, as the business depres-
sion, high price of pictures paid to
the producers, and war and other
taxes still being paid by theatre
ozssncrs, render all such salaries
out of question and an insult to
the theatre owners and the public.
"The announced payment of $150,000 a
year to Will H. Hays by some producers
brought down upon our entire industry
the deserved censure of leading United
States senators and members of congress.
These national legislators were about
convinced by theatre owners' pleas of the
unjust character of the tax levies upon
our business, when suddenly they had the
red flag of a salary twice that paid to the
president of the United States flashed be-
fore them. They resented it and since
then our Washington representatives
have been busy explaining to our national
lawmakers that Mr. Hays represented
only producer elements and that the the-
atre owners were no part of the group
engaging him, had no connection or rela-
tions with him, and were in no sense
parties to the payment of his inflated sal-
ary; save that it would be eventually
gouged out of them by high prices for
pictures.
Refers to "Professional Politician"
"If the producers want to hire a profes-
sional politician to run their affairs for
them, that is their business. If there is
not enough executive ability within the
ranks of this special group of producers
to conduct their business without going
outside and engaging a politician, that is
their misfortune.
"Then again the screens of the motion
picture theatres, owned by the theatre
owners themselves, cannot be used for
any political or other propaganda, DO
matter from what source this may pro-
ceed. The theatre owner will protect the
public against any such debasement of
the screen as is now contemplated in the
political moves now under way. They
will keep the screens free from the con-
tact of professional politicians and hold
the theatres in the service of the people.
"In the Motion Picture Theatre
Owners of America are men and
women of the highest type, with
executive skill of the advanced
order — who own their own thea-
tres and zvho know how to con-
duct their own business. These
theatre owners arc entirely capa-
ble of handling the business and
conducting the affairs of the Mo-
tion Picture Theatre Owners of
America. It is an insult to these
thcarc ozvncrs, leading men and
women in every city, in every
state in the union, to tell them
thai they arc unable to handle the
affairs of their organization and
must ape the destructive practice
of some producers and hire a pro-
fessional politician at a fabulous
salary to tell them what to do.
Quotes Senator Walker
"This is especially displeasing
to them when Senator Walker,
now being boosted for this place
bx producer elements and a fezv
disloyal theatre ozvncrs, has pub-
licly stated in the presence of Will
H. Hays, zvho represents the pro-
ducers : '1 like Will Hays. I
am willing to sit at his feet and
take my mental prescription from
him.'
"Theatre owners who for years have
been subjected to the injustices and sharp
practices of some of the men Hays rep-
resents, are not willing to 'sit at the feet'
of Hays and 'take their mental prescrip-
tion from him.' Neither are they anxious
to pay a professional politician $75,000 a
year to do that feet worshiping act for
them.
"Theatre owners have brains of their
own. They come in contact with and
cater to the amusement needs of millions
of Americans daily. They need no 'men-
tal prescription' from any politician.
"Sydney S. Cohen, the present national
president of the Motion Picture Theatre
Owners of America, is the owner of five
theatres in New York. He has also been
an extensive real estate operator. He has
reached his present position in the busi-
ness world through intelligently applied
effort. Since becoming president of the
Motion Picture Theatre Owners of
America he has conducted its affairs with
rare judgment and in a faithful and fear-
less way. He guided the destinies of the
organization in a most commendable
manner and in two years brought all the
independent theatre owners of the I'nited
States under its banner.
"Sydney S. Cohen has held the office
of president for two years and in that
time accepted no salary. He has worked
zealously, honestly, fearlessly and aggres-
sively for the interest of the theatre own-
ers all of the time, using his own brains,
his own executive skill, in conjunction
with the members of the national execu-
tive committee and others, and never was
obliged to sit at the feet of any politician
or take a 'mental prescription' from any
rank outsider.
Paid $1,000 Per Month
"Senator Walker has been the national
counsel of the Motion Picture Theatre
Owners of America. Because of political
and legislative activities Senator W alker
has been unable to give the necessary
attention to the work of our organization,
despite the fact that his retainer was $1,-
000 a month. For fully five months Sena-
tor Walker has done nothing whatever
for our organization. He has been for
three months of that time busy at Albany
as a party leader and for two months was
ill and unable to work.
"Finally after it became manifest that
Senator Walker could not or would not
perform the service for which he was
engaged, members of the national execu-
tive committee of the Motion Picture
Theatre Owners of America definitely
terminated his connection with our or-
ganization and notified him to that effect.
"Senator Walker's position with the
Motion Picture Theatre Owners of
America has been only that of an engaged
attorney. He was not authorized to make
any statements for our organization
within the past five months, and any
statements he may have made recently
purporting to represent the views of our
organization were made solely as his per-
sonal views, and in no sense represented
the sentiments of the members of the
Motion Picture Theatre Owners of
America."
Moeller in Second Statement
An additional statement, signed by A.
J. Moeller, says in part:
"Relative to the interview with Sena-
tor Walker as contained in todays Sun-
day World. I have taken this matter up
with. members of the executive committee
of the Motion Picture Theatre Owners
of America, who have requested me to
advise you that the statement issued by
that committee yesterday was by author-
ity of the national executive committee
of the Motion Picture Theatre Owners
of America, received by telegraph, long
distance telephone and personal author-
ity of those members of the committee
living in close proximity to New York
who were in session at national head-
quarters all day.
"Our executive committee members
and the presidents of our various state
units throughout the coutnry, have been
selected and elected by the organized
theatre owners in their several states and
speak authoritatively for their member-
ship.
"Senator Walker's statement to
the effect he has received no sal-
ary for a period of ten months is
untrue. He was employed by this
organization about two years ago
and has received about $16,000
during that time, and despite the
fact that for about two and a half
months during the latter part of
1921 he was ill, he was still in re-
ceipt of his retainer at the rate of
$1,000 per month. Mr. Walker re-
ceived a check of $3,000 on this
account on February 23, 1922, and
inasmuch as he has not been
actively engaged in behalf of the
Motion Picture Theatre Owners of
America for the past five months,
it is our opinion he has been more
than adequately compensated for
services rendered.
"We have evidence that Senator
Walker, without authority from
the organization and during the
iConchitlrd on page 5<)
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56
EXHIBITORS HERALD
May 6, 1922
Fewer and Bigger Films Is Plan
Of Christie Comedies for Season
Production Will Be Concentrated on Twenty Big Two
Reel Features Under New Educational Contract;
See New Epoch for Short Subject
Cohen and Walker
In Bitter Fight
(Continued from page 54)
absence of our national president
at Washington, allied himself with
Mr. Charles L. O'Reilly, president
of our New York state unit, who
without the authority of the na-
tional executive committee of the
organization, and against the ex-
pressed sentiment of the New
York state officers or its board of
directors, and entirely on his own
individual initiative and for some
reason best known to himself,
issued a public invitation to Will
H. Hays to attend in his official
capacity at the national convention
of the Motion Picture Theatre
Owners of America, to be held in
Washington, May 8 to 12."
O'Reilly in Indignant Retort
Charles L. O'Reilly and Senator Walk-
er announced that they had received
from various state presidents copies of
telegrams received by them from the
M. P. T. O. national headquarters, at-
tacking Senator Walker and asking
powers of attorney to use names 111 this
and other moves. In some instances,
the power of attorney was forwarded
and in others refused, they said.
Incidentally it developed that Senator
Walker had received a letter signed by
A. J. Moeller dismissing him as counsel
for the theatre owners. The letter was
written Saturday, April 22, after the
papers had printed the news of the move
to secure Walker's consent to oppose
Sydney S. Cohen for the presidency.
"Information just reached us of certain
slanderous telegrams sent throughout the
country making untruthful and damag-
ing charges against Senator Walker,''
says a wire sent out from O'Reilly's
office to various state organizations.
Denounces "Abuse and Lies"
"Exhibitors knowing Walker's entire
history are indignant and keenly resent
this unjustified attack and we believe it
would be calamity to us to lose Walker,
which seems certain if the men of in-
tegrity and decency in our business do
not reassure him of their confidence and
appreciation."
The wires which aroused O'Reilly's
sharp reply were sent out signed by
W. A. True, president of Connecticut;
E. M. Fay, president of Rhode Island ;
F. F. Collins, of New Jersey; A. R.
Pramer, president of Nebraska; C. A.
Lick, vice-president of M. P. T. O. A.;
M. G. Smith, president of Ohio ; A.
Julian Brylawski, executive of Washing-
ton, D. C, and Harry Stevenson of East-
ern Pennsylvania.
"Silas Marner" Endorsed
At Special N. Y. Showing
"Silas Marner," the picturization of
George Eliot's novel, which Associated
Exhibitors will publish April .'iO, received
an enthusiastic endorsement from a large
company of representative New Yorkers
at a supper dance at Hotel Plaza. The
event was an invitation affair given by
the American Committee for Devastated
France, of which Miss Anne Morgan is
the head, and the showing was made at
the special request of the hostess and
her associates.
The company attending was composed
of artists, educators, welfare workers,
statesmen, judges, authors, dramatists
and representatives of the "four hundred."
Educational Film Exchanges, Inc., and
Christie Film Company have closed a
contract in which are outlined the plans
for twenty two-reel Christie comedies for
the season of 1922-1923 which are de-
signed to eclipse in stories, acting, set-
tings, photography and production gener-
ally, the best pictures of this type that
the company has produced.
Until the beginning of the last pro-
duction year the Christie company pro-
duced twenty-four two-reel comedies,
fifty-two single-reel comedies and sev-
eral feature length comedies a year.
During the last year, the second year
during which Christie Comedies have
been published by Educational, the
Christie company has put all its effort
into twenty-four two-reel comedies.
Cut Production to 20
Now the number of pictures made by
the Christie Company is to be still fur-
ther reduced to the making of twenty pic-
tures of two reels each, every one of
which will be a feature in itself, it is
stated, by virtue of a fine, entertaining
story, a talented cast headed by well-
known comedy stars, and the most fin-
ished production possible in every respect.-
"The day of the cheap picture is gone,"
said E. W. Hammons, president of Edu-
cational, in announcing and discussing
the elaborate plans for next year's Christie
comedies. "The Christie Comedies of the
current season and the success with
which they have met everywhere, are
ample proof that the picture that is a
big picture, regardless of its length, is
the picture that the exhibitor and the
public want, and must have.
Move Not Retrenchment
"The reduction of the production sched-
ule from twenty-four to twenty pictures
AL CHRISTIE, supervising director of
Christie comedies, who is preparing to
start production under the new Christie
plan announced.
does not by any means indicate any sort
of retrenchment. It simply means that
the money that has heretofore been di-
vided among twenty-four comedies will
be spent on making only twenty, and it is
intended that each of the twenty shall be
a bigger picture than any that has here-
tofore been made by the Christie com-
pany."
Charles H. Christie, general manager
of the Christie Film Company, comment-
ing on the plan, said: "There is no doubt
that the signing of this contract mark-
another big step for short subjects. We
are going to do our utmost to cooperate
with Educational in its effort to give to
the exhibitor the very best in short sub-
jects. The Christie comedies to be pro-
duced for the next season will, without
doubt, be the biggest and finest polite
comedies that have ever been offered to
the public.
. "Al (his brother, Al Christie, supervis-
ing director of all Christie comedies) is
working now on the last publication of
this year's series, and is now making the
plans for the first two or three pictures
of the next season.
Films Are Praised
"Our whole organization is full of en-
thusiasm over the showings made by our
recent pictures.
"Such Christie comedies as 'Oh.
Buddy!' 'Falling for Fanny,' 'Saving Sis-
ter Susie,' 'No Parking,' 'A Barnyard
Cavalier,' 'Oh, Promise Me!' and 'Cold
Feet,' have brought the highest praise
from critics of trade publications, news-
papers and national magazines."
Principal parts in the pictures being
planned for the next season will be played
by Bobby Vernon, Neal Burns, Dorothy
Devore and Viora Daniel, who have been
alternated in the recent Christie produc-
tions. In addition to these are many
popular players taking leading support-
ing roles, and several new members have
recently been added to the company.
These include Charlotte Stevens, beauty
contest winner; George Stewart, brother
of Anita Stewart, and Natalie Johnson,
formerly with Ziegfeld Follies. Vera
Steadman has also recently returned tp
the Christie studio.
Enlarge Scenario Staff
During Al Christie's absence on a vaca-
tion in Europe the filming of comedies
will go ahead under the direction of Scott
Sidney, William Beaudine and Harold
Beaudine. These directors, with Al
Christie, will be alternated in the forth-
coming productions just as the stars are.
The scenario staff has recently been
enlarged until it now includes 1' rank
Roland Conklin, Walter Graham, Robert
Hall and Royce Alton as regular staff
writers. No more stories from outside
sources arc being considered.
This step was taken because the Chris-
tie production standpoint is now the
same as for the longer feature films. It
is intended that each picture shall have
as much plot and interesting story as the
best of the five-reelers, and the story
needs of the company can best be met
by staff writers.
Al Christie will sail from New York
about the middle of May for his Euro-
pean vacation, accompanied by H. D.
Edwards.
.May 6, 1922
EXHIBITORS HERALD
57
With the Procession in Los Angeles
i
By Harry Hammond Beall
CHARLIE CHAPLIN* celebrated his
thirty-third birthday Sunday, by view-
ing "Pay-day," his latest film, at the
Kinema.
* * *
Elmer Harris this week took charge of
the Mary Pickford productions as super-
vising director.
* * *
Fred Le Berthox, Charlie Ray's new-
publicist, announces to the great world of
?cenario writers that they can save their
postage stamps as far as scripts to the Ray-
Studios are concerned. Charlie is filming
only published fiction and successful stage
plays.
* * *
Los Angeles Exchange men are planning
a big Hi-Jinks and Film Row dance to be
held Sturday night. May 13.
* * *
Breaking his ankle in a 200-foot fall
from a cliff, Reginald Denny, Universal
star, is at the Universal City hospital.
* * *
Douglas MacLean is soon to be crowned
king. The Thomas H. Ince comedy star
will don the regal ermine as supreme ruler
of the Raisin Day festival which will be
participated in by thousands of raisin grow-
ers at Fresno, Cal., on April 27.
* * *
Lou Anger, general manager of the
Joseph H. Schenck production units, has
returned from San Francisco.
* * *
'Wedding bells for Floot Gibson rang
this week when he married Helen Johnson
of Pat Rooney's Orpheum act. The bride
is to retire from the act and quite possibly
may appear in the pictures.
» * *
The famous Talmadge sisters of filmdom
Norma and Constance — accompanied by
Mrs. Margaret Talmadge. mother of the
screen celebrities and Joseph M. Schenck.
husband of Norma, and one of the indus-
try's biggest producers, are en route to Los
Angeles.
star, who was injured Tuesday at Truckee
while making scenes for the picture, is con-
valescing, according to reports from Uni-
versal Citv.
Hunt Strom berg's first Bull Montana
comedy will have its world premiere in Los
Angeles when it is exhibited next week at
the Grauman Million Dollar theatre.
* * *
Zasu Pitts, well known screen star, in
private life Mrs. Tom Gallery, last week
gave birth to a baby girl. The Caesarian
operation was performed, and mother and
child are doing very well. The baby is to be
named Zazu for her mother.
* * *
Walter Hiers, who makes comedy, is the
last professional to catch train out of Los
Angeles, leaving Wednesday. Walter is
not headed for New York, however. His
destination is Kansas City. The boy with
the root-beer name is making the trip espe-
cially to appear for one week at the New-
man theatre.
* * *
Maryon Aye has been signed by Hunt
Stromberg to play opposite the producer's
new star. Mr. Bull Montana, in the forth-
coming Hunt Stromberg production.
* * *
Harry Rapf. producer of "School Days"
and "Why Girls Leave Home," has arrived
in Los Angeles.
* * *
Scripture Films Corporation has a new-
board of directors and officers — Francis En-
gel, president : Rev. Holice B. White, vice-
president ; Alfred Graham, M. D., secretary
and assistant treasurer ; Edgar R. Schmitz,
treasurer.
* * *
Leaving no forwarding address. Mme.
Nazimova has gone out of town on a quiet
vacation. She will remain away for sev-
eral weeks.
* * *
Edward Connelly, character actor with
Rex Ingram productions, who was seriously
injured when Joe Martin, the ape, attacked
him during the making of a picture Tuesday
night, will probably be fully recovered from
his injuries in about two weeks.
* * *
William Desmond. Universal's serial
Confidence in Film
Voiced by Vitagraph
President Predicts "My Wild
Irish Rose" Will Surpass
All Other Specials
A print of Yitagraph's new special, "My
Wild Irish Rose," has reached the Brook-
lyn studio of the company- and is being
given the final touches in cutting, editing
and titling.
Directed by Smith
This feature, which required several
months' work on the part of Director
David Smith and his company, is expected
by President Albert E. Smith to sur-
pass all other specials as an audience
picture.
The sales and administrative forces at
Yitagraph's home office predicted, after
viewing the picture at an advance show-
ing, that it would be a smashing success.
Scheduled for May
It will be published the middle of May.
Special advertising — two-color press
sheet, tasteful lobby display, special herald
and a number of novelties — is being pre-
pared to assist exhibitors in putting over
the production.
"My Wild Irish Rose" was adapted
from the Dion Boucicault play, "The
Shaughraun." In the cast are Pat O'Mal-
ley, Helen Howard, Maude Emery,
Pauline Starke and Little Richard
Daniels.
Big Circuits and Houses
Book Film Expose of Act
A number of prominent circuits and
theatres have booked the film expose of
"Sa,wing a Lady in Half." according to
Weiss Brothers Clarion Photoplays, Inc.
The picture opened at the Rialto the-
atre. New York, on April 23, and forms
a part of the theatre's anniversary week
program.
Other theatres and circuits booking it
are: Shuberts Rialto, Newark; Sym-
phony, Los Angeles; forty houses of
West Coast Theatres: Sheridan Square,
New York, and others.
Two scenes from "Tracks," a Noble Johnson production being distributed by Playgoers Pictures, through Pathe exchanges.
58
EXHIBITORS HERALD
May 6, 1922
DIGESTo/ PICTURES of fAeWEER
GRADUALLY but surely the newspapers of the
country are giving the motion picture industry full
credit for its efforts to improve. The following paragraphs
from an editorial in the Omaha Evening World-Herald are
typical of the attitude assumed by many prominent editors
throughout the country.
"WHAT THE PEOPLE WANT"
"People who like moving pictures, which includes the
big majority of us, have not needed somebody to tell them
that the screen is improving ; improving not only in artistic
quality but in moral tone. That the change meets with
popular favor there is no occasion to doubt.
"Producers and managers who, not so long ago. were
given to presenting pictures that presented the sordid, the
criminal and the lustful aspects of life, and grossly ex-
aggerated them, sought to defend themselves by saying
that they were giving the public what it wants. They
were mistaken, and are rapidly learning how badly they
were mistaken. And meanwhile those managers who have
held consistently to the policy of showing clean pictures
with something of a spiritual quality in them are sitting
today at the top of the heap. Popular censorship, which
i« the best censorship, is getting in its work. * *
"The picture, 'Smilin' Through,' has broken the
house records at the Strand theatre, here in Omaha. Why ?
Because it touched the hearts of the spectators; it made
them cry. It told a story that was good and beautiful and
inspired by tender sentiment— and the people ate it up and
clamored for more* * * * *
"Another picture shown in Omaha last week, 'bor-
ever.' founded on Du Maurier's story, 'Peter Ibbetson,'
which has elicited widespread commendation, is a pure
and simple love story. It shows love rising triumphant
over suffering and misfortune, over agony and death. It
teaches there is no tragedy that can tear down the spiritual
values of life— and it is a lesson the humble and illiterate
are quite as eager to learn as are the thoughtful and cul-
tured.
"These pictures mentioned, while exceptional in their
quality, are by no means exceptional in their purpose and
tendency. They are typical, rather than otherwise, of the
pictures' that theatre managers are searching for, because
they increase the box office receipts. The fact is a tribute
to human nature. It testifies that the urge of good is
greater than the urge of evil. Even though we embrace
error, in our hearts we love truh."
"QUEEN O' Till-: TURF" (R-C Pictures) is an
interesting romance of the racing stables, with one of the
l*st staged horse races ever photographed. The story was
made in Australia. Brownie Vernon, a pleasing ingenue,
appears in the stellar role. It was directed by John K.
Wells.
"Til V. MAX I- ROM HKLL'S RIVER" ( Western
Pictures Exploitation) is another North-west Mounted
I olice -tory adapted from a James Oliver Curwood story.
It presents attractive snow scenes, a thrilling light and
the usual Northwest story embellishments. Irving Cum-
mings directed it and also has the stellar role.
"IS MATRIMONY A FAILURE?" (Paramount) is
as full of good laughs as is any six, or dozen, reels
of film we've seen recently. It couldn't spare an inch, and
it doesn't give the most resourceful censor a tenable alibi
for the most minor deletion. It's the old stage farce, of
course, but James Cruze, directing a veritable Blue Book
of Paramount actors, did things to it that ought to get
laughs out of even its authors. It's a celluloid riot.
"THE GOOD PROVIDER" (Paramount) picturizes
a typical Fannie Hurst story without apparent loss of
effectiveness. Cosmopolitan standards are maintained in
production throughout, Frank Borzage contributing excel-
lent direction. The picture is qualified to meet with ap-
proval in any quarter, containing smiles and pathos in
about equal proportion.
"WHEN ROMANCE RIDES" (Goldwyn) is an
adaptation of Zane Grey's widely read novel, "Wildfire."
As transcribed to film it is less satisfactory entertainment
than as set down by the popular author in book pages. The
interest is chiefly held by the work of a beautiful horse
and a dog. A jumpy continuity is responsible for inter-
mittent incoherence. A Benjamin B. Hampton production.
"THE TRUTHFUL LIAR" (Realart-Paramount)
performs for Wanda Flawley the sometimes treacherous
transition from comedy to drama and plants her feet
firmly in the plane of the serious. Will Payne is author
of the story, a common but well ordered narrative, which
satisfies requirements. Casson Ferguson is best in
support. Modern domesticity is the theme.
"HEAD OVER HEELS" (Goldwyn) is one of the
last pictures Mabel Normand made for Goldwyn. It i> a
trivial story concerning an Italian acrobat who seeks an
engagement in America, and after being dolled up by a
beauty specialist, is much sought after by admiring young
men. Raymond Ilatton appears as a press agent, and is
quite funny.
"A WONDERFUL WIFE" (Universal) is a slight
story, written around life at a British army post. Miss
Dul'ont has the role of the wife and there is little that is
new in plot or situation to recommend it. It was adapted
from a story "The Rat Trap."
"THE PRISONER < >F ZENDA" ( Metro) a pictur-
ization of Anthony Hope's popular novel and the stage
version of the same book, fulfills every promise made for
it by the producers. It is beautifully photographed, well
staged and splendidly acted. Alice Terry has the principal
role, that of "Princess Flavia" while to Lewis Stone i*
entrusted the dual role of "Rudolf RassendylP and "King
Rudolf." lie makes a wonderful character in the two
roles.
"THE ANGEL oh' CROOKED STREET (Vita-
graph) shows Alice Calhoun in an effective role, assisted
by an able cast in a story rilled with action that proves an
interest absorbing entertainment. Should please the ma-
jority of any audience.
SPECIAL CAST IN
HE PRISONER
OF ZENDA
(METRO)
n excellent production of Anthony
Hope's famous novel, adapted by
Mary O'Hara from the Edward
Rose stage version, directed and
supervised by Rex Ingram. About
eight reels. Beautiful photography
— credit due John F. Seitz. Alice
Terry playing "Princess Flavia"
and looking the part, while Lewis
Stone has a dual role as Rudolf
Rassendyll and King Rudolf of
Ruritania.
Rex Ingram keeps right on proving
lat "The Four Horsemen" was not just
ick and accident. In fact this latest pro-
tiction, "The Prisoner of Zenda," has
everal things in it that may make the
imous quartet of "Horsemen" look out
jr their blue ribbons.
Characteristic of a Rex Ingram pro-
uction, "The Prisoner of Zenda" has
eautiful sets, correct as to detail, and
hey, as well as the locations, are pho-
agraphed most satisfactorily. Alice
"erry plays "Princess Flavia" and looks
s we like to think a Princess looks — as
air childhood dreams of "beautiful prin-
esses" were before we saw photographs
f the real article. The principal role, a
ual one, that of King Rudolf and of the
Englishman, Rassendyll, is played by
-ewis Stone. In both roles, he gives ex-
ellent account of himself.
Stuart
lolmes is "Black Michael" and looks the
dirty villain" to the life. Robert Edeson
loes remarkably tine work as "Colonel
>apt," while Barbara La Marr makes a
'electable adventuress. The rest of the
ast consists of Ramon Samanyagos as
Rupert of Hentzau"; Malcolm McGregor
s "Count von Tarlenheim," Edward Con-
leljy as "Marshall von Strakcncz," and
-ois Lee as "Countess Helga."
An Englishman, Rudolph Rassendyll, in
vhose veins flows the blood of a ruler of
Ruritania, there being a tradition of an
ffair between this King and the wife of
Baron Rassendyll, goes to the Black
orest on a trip, stopping to get a view
►f the famous Castle of Zenda in the
mgdom of Ruritania. As he is leaving
he small station, he sees Antoinette de
vlauban, a beautiful adventuress. She is
>n her way to keep a tryst with Duke
vlichael. brother to Rudolf, soon to be
rowned king. Rassendyll k-nows and
peaks to her.
^Rudolf and Michael both love the
nncess Flavia. Because the people
vish ,t, Flavia intends to marry Rudolf
ilthough she does not love him, know-
»g his weak character. Michael invites
us brother to go to his hunting lodge to
est before the coronation, planning to
eize the throne, after making Rudolf
•nsoner. Sapt, faithful to Rudolf, gets
vord of this and does all he can to make
Rudolf stop drinking and take his corona-
tion seriously, but Rudolf is weak. Sapt
and Von Tarlenheim meet Rassendyll, in
the forest and take him to the lodge,
where Rudolf is struck by the close re-
semblance. Michael sends a bottle of
special wine to Rudolf. It is drugged,
and the morning of the coronation,
Rudolf cannot attend. Against his will,
Rassendyll is persuaded to take the
king's place as Sapt knows, otherwise,
Michael will seize the throne. The Prin-
cess thinks Rudolf has changed and falls
in love with him, and Rassendyll recipro-
cates.
The coronation scenes are magnificent,
and carry conviction. Black Michael
learns from the adventuress that another
is masquerading in his brother's place,
and so manages to get the real King and
keep him a prisoner. Rassendyll is forced
to carry on the deception while a search
is made for the hidden king. Antoinette
learns that Michael plans to discard her
and marry Flavia, so she tells his plans to
the King's men. One who is known as
the Lizard is hired to kill Rassendyll the
night of the coronation ball, and it is
planned to bind King Rudolf and shoot
him through the pipe leading to the river
and falls below the moat. This sequence
is well worked up. There is much sus-
pense in the attempt of the Lizard to kill
Rassendyll. He fails and is hung in a
noose of the rope by which he climbed to
the window. Then Rassendyll and Sapt
and Von Tarlenheim ride to save the
King, which they do in an exciting light
all over the castle.
Flavia learns that Rassendyll, whom
she loves, is not the King. He asks her
to go to England with him as his wife,
but she forswears love for duty, staying
with her people while Rudolf goes back
alone.
It is a question if this ending is going
to please people, since Kings aren't rated
so high as in the days when Anthony
Hope wrote the story. However, perhaps
that's not for us to judge.
With the exception of the slap-stick
comedy, which was rather irritating and
out of place, the production is excellent.
Some of the comedy can be cut to advan-
tage. It seems dragged in for "relief" and
does not accomplish its purpose. Just
the fly in the ointment, however, and
there be many who love to see people fall
down. At all events, Rex Ingram has
rung the bell again.
7 iy
A scene from
"The Angel of Crooked Street."
(Vitagraph)
ALICE CALHOUN IN
THE ANGEL OF
CROOKED STREET
(VITAGRAPH)
The idea here is not especially new
but the story has been given ex-
cellent production with Miss Cal-
houn in an effective and pleasing
role. Supporting cast does fine
work, story embraces plenty of
action with a sympathetic appeal.
Should prove a thoroughly en-
joyable entertainment to the ma-
jority of any audience. Directed
by David Smith. Five reels.
The story of the girl who sets out to
wreak vengeance on the man with whom
she eventually falls in love has been done
before but in "The Angel of Crooked
Street" it hardly becomes apparent.
From an interesting introduction the in-
cidents following weave naturally into the
trend of the theme. Interest is well sus-
tained from the start to an effective
climax. Players who give splendid inter-
pretations of exacting roles are in sup-
port of the star, who performs excellently
throughout.
Jeannie Marsh is employed in a small
town as a maid in the home of the
wealthy Mrs. Sanford and when Dan Bol-
ton, a passing crook, robs Mrs. Sanford's
home Jeannie is accused and through the
prosecution of her employer is sent to a
reformatory. During her absence her
crippled mother dies from want. On be-
ing released from the reform school
Jeannie is aided by "Silent" McKay, a
New York underworld character who
takes her to the place where he lives, with
other clever crooks, under the protection
of "Mother" De Vere. When she learns
that Sanford, the son of the woman who
had wronged her, is in the city she de-
termines to take vengeance on him. She
meets him, and encourages his attentions,
hoping to marry him and return to the
small town to disgrace Mrs. Sanford by
having her son married to a girl whom
she had sent to prison. Sanford in the
meantime falls in love with Jeannie.
Detectives are sent by Sanford's mother
to "frame" Jeannie to get rid of her.
While Jeannie's friends are robbing the
younger Sanford's apartment she receives
a telephone call stating that they will
he captured and she hastens to the apart-
ment to warn them. Sanford returns at
the moment one of her friends shoot the
"stool pigeon" who has lured them into
the trap. Police erjter and Sanford takes
the blame for the shooting. Jeannie in-
sists she fired the shot. Later the coming
of the boy's mother, however, recalls the
old injustice done her and, in a vengeful
mood she accuses Sanford. He is about
to be sent to prison for the offense when
"Silent" McKay confesses he is the one
who fired the shot. Realizing that she
had wronged an innocent girl whom her
son loves, Sanford's mother begs for-
giveness and her son and Jeannie start
a new life.
Ralph McCullough is Schuyler San-
ford and Scott McKee is "Silent" McKay.
60
EXHIBITORS HERALD
May 6, 1922
Others in the cast are Rex Hammel, Wil-
liam McCall, Nellie Anderson and Martha
Mattox.
CHARLES HUTCHISON IN
GO-GET-'EM HUTCH
(PATHE)
This latest Pathe serial should prove
exceedingly popular where chapter-plays
are liked if the first three episodes are a
criterion of what is to follow. It not
only embraces the hair-raising stunts typ-
ical of serials but it has a basic story and
is written around the working of an in-
teresting and picturesque industry — the
shipping business.
In the cast with Hutchison are Mar-
guerite Clayton, Richard R. Neill, Frank
Hagney, Pearl Shepard, Joe Cuny and
Cecile Bonnell. George Seitz is the pro-
ducer and director of the film, which is
in fifteen episodes.
In the production many of the things
in serial making that find only appeal
among the juveniles has been eliminated
with the result that the stunts Hutchi-
son performs become singularly impres-
sive. They are not overdone or stagey
but rather ring with a matter-of-fact sin-
cerity. And, in introducing the numer-
ous thrilling effects, the continuity of
the story has been well carried off in con-
nection with each. In short the story
does not give the appearance of being
based on stunts but rather the thrills
appear to be direct result of the story.
The theme centers around Hutchison
as "Hutch" McClelland, owner of the
McClelland Shipping Industries, who
forms a partnership with Dariel Bain-
bridge who has fallen heir to her father's
shipbuilding business. Hilton Lennox
and Fay Vallon are unscrupulous plot-
ters who aim to keep McClelland from
getting his ships out to sea with their
cargoes. The obstacles which the pair
throw in the way of McClelland and his
partner offer him numerous opportun-
ities for spectacular stunts, which he
performs in a sincere and likeable man-
ner.
If your patrons like serials "Go-Get-
'Em Hutch" ought to please them im-
mensely.
SPECIAL CAST IN
QUEEN O' THE TURF
(R-C PICTURESE)
A romance of the race track with
one of the best staged climaxes
ever filmed. While obvious as to
plot it nevertheless intrigues your
interest from the start and holds
it throughout the five reels. Di-
rected by John K. Wells.
A good horse race is usually enjoyed
by everyone and "Queen O' the Turf"
has one of the most exciting contests
Mils DuPont in "A Wonderful Wife."
(Universal)
you have ever seen pictured. There is
characteristic atmosphere of the racing
stables, a captivating little heroine and
many unusually beautiful shots of beau-
tiful farm country.
The scenes of the play are supposed
to be laid in Kentucky, but the picture
was made in Australia and it was hard
to disguise this fact in manj' places. This
does not detract from its interest, how-
ever, but tends to add to it.
Brownie Vernon in the leading role is
very well past. John Faulkner, Robert
MacKinnon, John Cosgrove, Raymond
Lawrence, Tal Ordell, Evelyn Johnson
and Gerald Harcourt appear in her sup-
port and render valuable assistance.
The story, which is similar in plot to
several American stage and screen plays,
was written as well as directed by John
K. Wells. The interest centers around
crooked race track deals and the eventual
winning of a close contest by a girl rider.
Bobby Morton, daughter of the wealthy
owner of a string of racing horses,
is presented with a horse known as
"Alert," by an admirer, Dennis O'Hara.
Bobby's brother Dick, living in the city,
becomes indebted to a gambler and they
plan to prevent "Alert" winning his big
race. The jockey is "fixed," but Bobbie
rides "Alert" and the race is a dead
heat. It is then discovered there is a
discrepancy in weights at "weighing in,"
and "Alert" is declared the winner. Bob-
bie professes her love for Manners, the
new overseer,, and there is a humorous
as well as a happy ending.
MABEL NORMAND IN
HEAD OVER HEELS
(GOLDWYN)
Rather trivial. Story of an ugly
duckling, an Italian acrobat, who
"cuts up" in the office of a theatri-
cal agent and eventually wins his
love. Adapted from a musical
comedy by Edgar Allen Woolf;
directed by Victor Schertzinger
and Paul Bern. Five reels.
This adapted Nalbro Bartley story,
which served Mitzi as a stage ve-
hicle, is rather poor screen material
for Miss Normand. It did not arouse
much enthusiasm at the Ziegfeld theatre,
Chicago, where it had its premiere last
week, despite the earnest efforts of the
active Miss Normand, the comical Ray-
mond Hatton and the well modulated
performance of Hugh Thompson.
Scarcely a ripple of laughter occurred
throughout the showing.
Miss Normand works hard to put life
and humor into the various situations,
but the theme is a hackneyed one, which
has done valiant service in many other
pictures, and one loses interest because
you know what is coming next. It is
nicely staged and well photographed.
Tina, an Italian acrobat, is engaged by
Sterling, a member of a New York theat-
rical firm, to come to New York as a
star. She arrives in her native costume
and, realizing he has picked a lemon,
Stirling asks Lawson, his partner, to get
out of the contract. A press agent learns
of the situation and agrees to take over
the contract. He arranges to have her
unit Wilkins, a patent medicine manu-
facturer, who is also a motion picture
magnate. After being dressed up by a
beauty specialist, both Wilkins and Law-
son crave her favor. She is in love with
Lawson, however, and when he receives
a business note from another she almost
breaks up his party by jumping into its
midst and fighting Lawson's client. Fi-
nally everything is straightened out and
there is the "tinkling of wedding bells"
finish.
MISS DU PONT IN
A WONDERFUL WIFE
(UNIVERSAL)
Rather slight story of no great in-
terest. Lacks convincing situa-
tions and is made along more or
less familiar lines. Just a five
reel "movie." Directed by Paul
Scardon, from a novel "The Rat
Trap" by Dolf Wyllarde.
"A Wonderful Wife" won't help Miss
duPont very far up the road to success.
It is a story of English military life on
an island off the coast of Africa, and is
so banal and ends with such a weak and
obvious climax few will find much enter-
tainment in it.
The story concerns Capt. Lewin and
his wife, who is interested in his advance-
ment in the service. Lewin is secretary
to Commissioner Gregory, and in order
to secure her husband a better post, she
professes unusual interest in Gregory and
his plans and allows him to hold her
hand. Gregory becomes inflamed with
passion and sends Lewin to a far off
point in the interior of Africa, from which
he determines the secretary shall never
return. Mrs. Lewin learns of Gregory's
treachery and forces him to furnish her
an escort. She finds her husband ill
with fever and when natives set upon
them, Gregory, who has followed, meets
an untimely death.
The story opens fairly well, but it slows
down and loses interest until toward the
end where the big scene — the fight with
natives — takes place. It may please non-
critical audiences, but the story lacks con-
vincing new situations and is overbur-
dened with lengthy subtitles.
IRVING CUMMINGS IN
THE MAN FROM
HELL RIVER
(WESTERN PICTURES EXP.)
A story of the Canadian Northwest
Mounted, starring and directed
by Irving Cummings, from the
story "The God of Her People,"
by James Oliver Curwood. Run-
ning true to formula, but satis-
factory to those who like West-
erns and stories of the valorous
Mounted. Length, five reels.
To those who like their Curwoods
straight, this will prove a pleasing story.
There are some attractive snow scenes
and the cast is good.
Wallace Beery plays Gaspard the Wolt.
and Eva Novak, Mabella, supposed to be
the daughter of Lopente, but really a
white child he had saved from the In-
dians. Irving Cummings takes upon him-
self both directorship and lead, and car-
ries it off rather better than most who
attempt this dual role.
There is one thing, however, that jarred
considerably. That was the free and easy
way the mounted police had of mingling
with the natives, drinking at a bar in the
post-trader's place, and worst of all, leav-
ing the post absolutely untenanted while
the sergeant in command and another, a
constable, went over to the general hang-
out and looked on. This is contrary to
all known ethics. The Mounted are far
more military than this would indicate
The last big light is staged right in *<■
official post. Respect for the Mounted
amounts almost to a creed. It is only
the occasional bad man from the States
who thinks he is dealing with city police-
lay 6, 1922
EXHIBITORS HERALD
61
en who risks the punishment sure to
; relentlessly given to those who resist
e authority of the red coated officers
the law.
The story follows well-worn grooves,
orporal Pierre loves Mabella, foster
i-jghter of Lopente, and she loves him.
ispard the Wolf, holding over LopenV:
killing for which he would be arrested,
mands Mabella. Lopente forces the
rl to marry Gaspard, telling her he
)uld be arrested and hung otherwise,
le does not tell Corporal Pierre and he
nnot fathom her reason. Gaspard re-
rns to the ladies of doubtful virtue who
rmerly held his attention. This irri-
tes Pierre but he can do nothing. The
iest tells him Mabella's story, that she
not Lopente's daughter. Mabella
uses Gaspard's jealousy and he sets out
kill Pierre. She goes to warn the con-
able. The sergeant and his other dep-
y leave the post deserted and Gaspard
locks Pierre down and flees with his
ife. Pierre follows and they have a
jht, which is very good, out on the
ow-covcrcd mountain. Rin-Tin, Pierre's
)g, breaks his bonds and jumps, landing
i Gaspard. knocking him over the cliff,
ierre and Mabella are free to marry.
Little touches are given the story which
t it out of the ordinary. A very good
ature of its kind.
SPECIAL CAST IN
VHEN ROMANCE
RIDES
(GOLDWYN)
daptation of Zane Grey's widely-
read novel makes satisfactory
program picture, interest being
held chiefly by good work of the
beautiful horse impersonating
"Wildfire," and that of the dog.
Cast satisfactory in rather jumpy
story. A Benjamin B. Hampton
production. Length 5 reels.
Xot having read Zane Grey's novel
vVildfire," we are not prepared to make
imparisons between novel and screen
laptation, but it would seem that the
>ual thing has occurred when an at-
mpt is made to transfer to the silver
leet a story which reads excitingly, the
runt of the action being carried by an
limal or animals. Always, if the ani-
ial work is capably transferred to the
ew medium, the work of the humans
lffers by comparison.
Lucy Bostil (played by Claire Adams)
id her father (played by Charles Arling)
ive staked their all on their horse win-
ing a race. Bill Cordts (Harry Van
teter) and his henchman, Joel (Jean
ersholt) try to kill the favorites that
leir horse may win. Joel is fired and
vears revenge. Shortly before the race
to take place Lucy finds Lin Stone
ho has been somewhat hurt in an en-
)unter with a wild horse which he calls
Wildfire" and takes him to the ranch.
Lin (Carl Gantvoort) and the girl are
utually attracted. Cordts and Joel steal
ie of Bostil's horses and dope the other.
(Vildfirc" is substituted by Lin and
ucy, Lucy riding as he will not allow
iyone else than she or Lin to mount
m. She rides him to victory in an ex-
iting race. Cordts has entered one of
ie Bostil horses against Wildfire, having
id his face painted so even his own mas-
r does not recognize him, but the paint
accidentally rubbed and the deceit dis-
jvered.
Joel, half-witted, imagines he is taking
venge on Lucy by making a dummy
> impersonate her, and abusing it.
ordt suggests he get the real girl. He
"I Depend On Your Reviews
Says Kentwood, La., Exhibitor
To EXHIBITORS HERALD,
417 S. Dearborn St.,
Chicago, III.
Gentlemen:
Enclosed find check for $3.00 which is for the renewal
of my subscription. I have been taking EXHIBITORS
HERALD for four years and would not do without it at
double the price. It covers the field so thoroughly that I do
not feel the need of any other trade paper and the HERALD
I is the only one I take.
There is one department — "What the Picture Did for
Me" — which I consider very valuable and the department of
"Reviews" I consider just as good and just as free from
bias as the high priced Review Services that do not take any
trade advertising.
If an exhibitor knows what his patrons like and reads
your Reviews before booking his pictures, he will seldom
fail to please his audience.
I depend entirely upon your Reviews and "What the
Picture Did for Me" department reports in making my book-
ings and do not take any of the different Special Review
Services. Be sure and send me the Box Office Record and
some Box Office Report Blanks. With the best of wishes
for your continued success, I am
Yours truly,
HAROLD DASPIT,
Atherton theatre,
Kentwood, La.
62
EXHIBITORS HERALD
May 6, 1922
kidnaps Lucy and takes her to Cordts,
who in the meantime, to get back into
Bostil's good graces, has sent a note that
he has saved the girl from the half-wit.
Lin knows the girl is in danger so rides
to her rescue.
Cordts and Joel fight over Lucy and
Cordts is killed. Joel ties Lucy to her
horse and starts it for a cliff. Lin races
to the rescue. Joel is caught in a loop
of his own lasso and dragged to death.
Lin saves Lucy at the cliff's edge.
The continuity is not smooth and at
times the story is hard to follow, unless
one has read the book. The climax is
exciting and melodramatic. Little Mary
Jane Irving plays Lucy's small brother
in a capable manner, while others of the
cast are Holley (Tod Sloan himself), Dr.
Rinks (Frank Hayes), Dick Sears (Stan-
ley Bingham), Thomas Brackton (Wal-
ter Perkins), Sally Brackton (Babe Lon-
don), and Van (John Beck).
SPECIAL CAST IN
IS MATRIMONY
A FAILURE
(PARAMOUNT)
A string of laughs, six reels long,
that should echo around the the-
atre world. Satire, slapstick, par-
lor comedy, hokum, here and
there a vaudeville joke drama-
tized, altogether a picture cram-
med full of entertainment. From
Leo Dietrichstein's stage play. Di-
rected by James Cruze.
James Cruze nonchalantly disregarded
all the traditional rules of picture making,
mixed slapstick and satire, trick subtitles
and ridiculous impossibilities, and pro-
duced a laugh picture that convulsed an
audience of potential renters at its Chi-
cago trade showing. It ought to do as
much for any healthy audience.
The story is a ridiculous affair, as befits
straight farce, and presents funny situa-
tions and incidents against a semi-serious
background in such rapid sequence as to
tire the susceptible diaphragm. When
subtitles break into the swift continuity
no let-up is granted, for animated silhou-
ettes perform grotesque allegories point-
ing up the text.
The cast is so well balanced that we
list its members in the order Paramount
bills them: T. Roy Barnes, Lila Lee, Lois
Wilson, Walter Hiers, ZaSu Pitts, Ar-
thur Hoyt, Lillian Leighton, Tully Mar-
shall, Adolphe Menjou, Sylvia Ashton,
Otis Harlan, Charles Ogle, Ethel Wales,
Sydney Bracey, William Gonder, Lottie
Williams, Dan Mason, W. H. Brown,
Robert Brower. (Tully Marshall really
ought to stand higher in the list.)
A synopsis doing the story justice
would run into book length. The title
gives the idea of the story, and when the
firing subsides you may make your own
conclusions. The outstanding conclusion
formed by the majority probably will be
to the effect that the picture is "a knock-
out."
SPECIAL CAST IN
THE GOOD PROVIDER
(PARAMOUNT)
A simple and enjoyable bit of life,
retaining the atmosphere of sin-
cerity which marks Fannie
Hurst's stories. Directed by
Frank Borzage, who knows how
to make his points tell without
resort to artificiality. Scenario by
John Lynch. A Cosmopolitan
production. Length five reels.
An excellent production, simple and ap-
pealing, this Fanny Hurst story, "The
Good Provider," is one of the best of the
recent films. The title is the only draw-
back. It is applicable, but not one which
will prove a box-office lure. However,
that has nothing to do with the story it-
self, which is handled beautifully.
Julius Binswanger (played by Dore
Davidson) has at last managed to save
enough to send for his wife and two
children who have spent the time since
they left their hovel in Russia in a place
little better — the swarming East Side.
He meets them at the tiny station in a
little town about forty-five minutes from
New York, and they are overwhelmed at
the home he has bought as a surprise — a
rackety old affair on the edge of the vil-
lage, but home, and their own. This at-
mosphere of home is delicately and ef-
fectively handled by Mr. Borzage, no
sticky sentimentality marring the pic-
tures that are flashed. Binswanger pros-
pers. In ten years the traveling peddler's
wagon has been replaced by a neat store
on Main street, the house has been re-
paired and lias an air of comfort and
prosperity.
Pearlie (Miriam Battista plays this as
the child, and Vivienne Osborne as the
young girl) has grown to young woman-
hood and has a prospective lover in Max
Teitlebaum (John Roche), while Izzy
(a well-done characterization of this part,
is given by Buster Collier), is an up-to-
date youth, eager to have "his chance."
He and his sister want to move to the
city, but the father refuses. The mother
is lorn between her love for her husband
and her desire to give her children "their
chance." This is all handled with natural-
ness and the Fannie Hurst titles bring
many a good laugh. At last the old man.
much against his will, yields and they
move into the city, renting their home.
It is a case of trying to "bring up father."
but is highly unsuccessful, and at the
same time ruinous to father's purse.
At last the inevitable happens. Julius
Binswanger is bankrupt and his family
learn the truth. Pearl knows Max is
about to propose, but she rises to the
occasion as do the rest, and they rally
about the old man who, however, feels he
must make any sacrifice for those he
loves. He has not been sleeping and has
been taking tablets, the maximum dose
being two. He is about to take six,
when his wife discovers him. There is
an all around readjustment. Max insists
on putting money into the business as
Pearl's finance. Izzy takes charge of the
store. Old Binswanger is taken back
to the little house he loves, and the final
scenes show the old folks comfortable
and happy in their own home with the
young people at last taking their share
of the burdens. Max and Pearl happily
married.
It is a picture that cannot but meet
with approval everywhere. One that
brings the smile and lump in the throat
and that provides many a hearty laugh
by the characteristic subtitles. An ex-
cellent production in every way.
WANDA HAWLEY IN
THE TRUTHFUL LIAR
( REALART- PARAMOUNT)
A comedy star in drama. A Will
Payne story juggling familiar in-
cidents and situations into unfa-
miliar combinations. Story-
modern. Cast — satisfactory.
Quality — better than recent Real-
arts. Direction — Thomas Heffron.
Length — six reels, necessarily.
Wanda Hawley departs quasi-comcdyp
herewith for straight domestic drama. I
Although the ill-fitting title delays recog-
nition of the change for a reel or two.
the weight of the picture comes there-
after ami no damage is done.
Will Payne wrote the story, a common
enough narrative based upon domestic
happiness, and well worn situations an-
readjusted in such manner as to bold
interest securely. It performs one im-
portant service in revealing Miss Haw-
ley's talent in serious delineation. She s
good.
(.Concluded on page 66.)
Scene from "The Good Provider," another Fannie Hurst story, produced by Cosmo-
politan under the direction of Frank Borzage. Vera Gordon and Dore David-
son have the leading roles. It is a Paramount picture.
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 53
Public opinion is the only true
censor of motion pictures. Gover-
nor McKelvie of Nebraska ex-
pressed this belief in his veto of a
legal regulatory measure enacted
by the Nebraska legislature. "I am
thoroughly convinced," he wrote,
"that public opinion when it is left
free to function untrammeled will
control the entire situation."
PUBLIC RIGHTS LEAGUE.
Nemesis of the
Reform Element
II resign as mayor of Sandusky
ther than close the motion picture
eatres on Sunday." That is the ulti-
atum issued by Mayor Freitas of
>ndusky, O. "We can't all afford auto-
obiles and trips and golf and all that;
we've got to take what we can afford,
>d the movie theatre is one of the
'ings the workingman can afford."
Country Needs More
Mayors Like Freitas
One of the shortcomings of city and state officials is their susceptibility-
to the threats of the reformer. This latter class of individuals lias frrtw-
bcaten officials into believing that they represent the majority. In Sandusky,
O., however, is a mayor who is different and one who has sufficient backbone
to challenge the reformer. The following statement makes clear Mayor George
F. Freitas' views on Sunday closing. He says:
"Running a movie on Sunday is against or so of genuine enjoyment with the wife
the law, all right. However, we counte- and kiddies enjoying themselves, and you
nance a lot of other things that are enjoying yourself.
against the law and nothing is ever said "As I've said, we can't all afford auto-
ot mobiles and trips and golf and all that,
"I am a workingman and have been all so wc've got to take what we can afford,
my life. I know what it is to work from and tne movie theatre is one of the things
Monday morning until Saturday night tnat the workingman can afford,
and I know what a Sunday with the "if the movie theatre isn't open on
family means to one who has slaved to Sunday it is beyond the reach of the man
gam the wherewithal necessary to the who toils, for he works from sunrise to
keeping of that little family together. sunset in the most instances, and when
"To the head of the ordinary household night comes and he has had his supper,
there is but one day of rest and recreation he has to go to bed in order that he may
and that is Sunday. be refreshed and readv for the next day.
"Do I believe in the church? "I'll resign rather than take from the
"I most certainly do. I am a church average citizen the little pleasure that
member and go to church every Sunday. Hfe holds in store for him.
The members of my family also are "And the Sunday movie is one of these
church members and go to church. We little pleasures."
believe in the church as an institution ,
for good and do our part when it comes I
to supporting it. I
"But there's another side to life. We i Urder IOUr Olldes
all have to have relaxation and recreation.
Entertainment now and then is as essen- EXHIBITORS HERALD,
tial as a tonic after illness. Without it «" s°"th Dearborn Street,
we grow stale. [ Chicago, IU.
"The workingman can't afford auto- r Send me, free of charge, the series of
mobiles. We can't afford golf and other twelve sbd« which the Herald is supply-
, • t . i_ - . L ing to exhibitors m furtherance of the
pastimes trom which the rich get SO PUBLIC RIGHTS LEAGUE campaign to
much pleasure seemingly. | maintain the freedom of the motion pic-
"What do we do? ■ ture- |
"Well, Sunday afternoon rolls around. I will run each slide at every performance
We have been to church. We have had f?T one week when conditions permit of
c- . , • , • i ■ « „ this arrangement. I
our Sunday dinner — a dinner which, you |
know, in the workingman's home, is r Name [
'something extra,' with, maybe, a little ._, , ... ,
c , ■ , (Write name and address legibly)
ice cream for the wind-up. j
"After the dishes are done the Mrs. puts
on her Sunday dress and we take the f Theatre
youngsters and go for a walk. We come J
to the movie show. The kids want to go
in. The wife smiles, indicating that she'd ' street
be delighted — if we can afford it.
"And so we all go to the movies. .
"No one knows what the hour or so in a
the movie theatre means to the working- '
man, but the workingman. It's an hour 1^ _ = — I
64
EXHIBITORS HERALD
May 6, 1922
Scandinavian Nations
Favor U. S. Pictures
Patrons in Northern Europe
Discriminating, Says
Paramount Man
High grade American pictures are more
popular today in the Scandinavian coun-
tries than ever before, in the opinion of
Ingvald C. Oes, manager of the Scandi-
navian offices maintained at Copenhagen
by Famous Tlayers-Lasky Corporation,
who is in New York to confer with E. E.
Shauer, director of the company's for-
eign department.
Interest Maintained
"Like your American motion picture
patron, the Scandinavian theatregoer has
become a most discriminating person.
Those theatres exhibiting pictures of the
highest calibre are certain of a good at-
tendance and, as a result, some of the
greatest successes we have had in recent
months were 'The Great Moment,' 'For-
bidden Fruit' and 'The Gilded Lily.'
"Although some business lines are still
feeling the effects of the trade depression,
the Scandinavian public has not lost its
interest in motion pictures. Many of the
large theatres in Denmark, Sweden and
Norway are doing a good business for
these times, and the best American pic-
tures continue to be big drawing cards
despite the opposition of cheaper produc-
tions imported from Germany and other
sources.
Taxes Exorbitant
"Theatre taxes are high, especially in
Denmark and Norway, the exhibitors in
the latter country being compelled to di-
vide approximately 50 per cent of their
net profits with the government. This
is in addition to other taxes, which run
as high as 30 or 40 per cent of the gross
business. The Swedish taxation program
is more liberal.
"There has been little or no theatre
building in Norway and Denmark in the
last year because of the great difficulty
in obtaining licenses from the govern-
ments."
Boasberg Joins R-G
Exploitation Staff;
Plan Big Department
Nat. G. Rothstein, advertising and pub-
licity director for R-C Pictures announces
the appointment of Albert , Boasberg to
the exploitation staff of R-C. Mr. Boas-
berg comes to R-C after extensive experi-
ence in exploration, advertising and pub-
licity. For the past year he has served
as field exploitation man for Famous-
Players-Lasky Corporation, working in
New York, Washington, Detroit and Al-
bany. Previous to this he was connected
with the sales department of Inter-Ocean
Film Corporation. He has also acted as
publicity and advertising manager for a
large Schenectady theatre.
Mr. Boasberg will form the nucleus of
the R-C exploitation department which it
is intended to enlarge. This is in accord-
ance with the plans of that company an-
nounced recently by the new manage-
ment, to make exploitation an integral
part of its distributing organization. It
is planned to afford exhibitors every pos-
sible assistance in obtaining the utmost
from every R-C Picture published.
"Determination" Rights
Sold to Nu-Art Pictures
Nu-Art Pictures Corporations has pur-
chased the rights on "Determination" for
upper New York from Lee-Bradford
Corporation. The contract was consum-
mated with Clinton M. White, sales man-
ager of the company, and Mr. Zimmer-
man of Nu-Art.
The production has been booked at 1*.
F. Proctor's theatres in Albany, Troy,
Schenectady and Amsterdam.
"The Eternal Flame" Title
Of New Talmadge Feature
The second of Norma Talmadgc's
series of "master pictures" for First Na-
tional has been titled "The Eternal
Flame." It was adapted from "The
Duchess of Langcasis," a Balzac story.
Joe Weil Back from Trip
Joe Weil, special sales representative
of Export & Import Film Co., Inc.,
•world distributors of Col. William H.
Sclig's new serial, "The Jungle Goddess,'
has returned from a tour of the principal
independent exchanges.
New Rawlinson Picture
Completed by Universal
"The Black Bag" has been completed
at Universal City. It is one of Louis
Joseph Vance's most famous mystery
novels, produced as a Universal special
attraction starring Herbert Rawlinson.
Stuart Paton directed it.
"Salome" Production
Is Announced by Fox
Corps of Artists Prepare
Film in Color— Made
by Edwards
A production of "Salome," in which
many of the scenes are hand colored, is
announced by William Fox.
J. Gordon Edwards produced the fea-
ture, which was several months in the
making. It is announced that 5,000 peo-
ple were used in the various episodes.
Builds Large Sets
A corps of artists were engaged and
for several months worked on the film
in color.
In the preparation of the picture, ac-
cording to Fox, mammoth sets of great
beauty were built as the background to
the dramatic action.
Plan Nation-Wide Drive
Publication of "Salome" will be pre-
ceded by a nation-wide advertising cam-
paign to compel the attention of the pub-
lic. Colorful posters have been devised
and attractive lobby displays are being
prepared for distribution.
Abe Stern in New York
On His Way to Europe
Abe Stern, secretary and treasurer of
Century Comedies, has arrived in New
York from Chicago, where he held a
conference with Mid- Western exchange
men. Mr. Stern will stay in New York
about two weeks and has booked passage
on the Aquitania for Europe, where he
will arrange for European bookings of
the Century stars: Baby Peggy, Brownie
the Wonder Dog, Harry Sweet, and Lee
Moran. With him goes Bert Sternbach,
Century's casting director.
Kipling Goes to New York
Richard Kipling of Richard Kipling
Enterprises, who spent a number of days
in Chicago during the past week, has
gone to New York.
Scenic Pictures Used as
Prologue to Griffith Film
An unique screen prologue, said to be
the first of its kind ever offered in this
country, was used in the presentation oi
D. W. Griffith's "Orphans of the Storm"
at the Mission theatre in Los Angeles.
The prologue, the work of Burrud-Sunset
scenic pictures, presented a series of ex-
pressive pictures caught by the camera
during atmospheric disturbances.
Burrud waited for days with his cam-
eramen in the regions back of Arrow-
head lake to catch a terrific blizzard,
which represents the period of turmoil
which reigned in Paris after the rule of
Louis XVI.
Two scenes from "One Clear Call"
(First National).
Sixteenth Century Village
Erected in F. P.-L. Plant
An entire French village of the six
teenth century, complete in every detail,
has been built at the huge Famous Play-
ers studio on Long Island for Cosmo
politan's "When Knighthood Was in
Flower," which Robert G. Vignola is now
making. This is said to be one of the
largest sets ever put up in the interior
of a studio. Joseph Urban designed it.
lay 6, 1922
EXHIBITORS HERALD
65
ftne First Nationals
In Completed Stage
\velve New Productions Are
Scheduled to Be Launched
Shortly on Coast
Work on almost a dozen big First Xa-
jnal pictures is scheduled to start on
e Pacific Coast within the next few
;ys. Several features are now in the
■urse of production and nine are being
it and edited at various studios.
Allen Holubar has finished shooting
furncane's Gal," starring Dorothy Phil-
>s, and Preferred Pictures has completed
mera work cn "The Woman Conquers,"
arring Katherine MacDonald. Marshall
eilan has completed the editing of
rools First" and has taken the negative
"Her Man" to New York.
Several in Cutting Room
First National pictures now about to
ive the cutting rooms are: "Heroes and
usbands," starring Katherine MacDon-
d; Maurice Tourneur's "Lorna Doone,"
orma Talmadge's "The Eternal Flame,"
L. Frothingham's "The Man Who
niled," John M. Stahl's "One Clear Call,"
lita Stewart's "Rose o' the Sea," Charles
ay's "Alias Julius Caesar," Buster
eaton's "The Frozen North" and
homas H. Ince's "A Man of Action."
Another week of shooting will witness
e completion of Mack Sennett's
■uzanna." starring Mabel Normand. The
test Bevan-June comedy, now being
ade on the Sennett lot, will soon be
lished.
Will Go to Orient
Constance Talmadge is scheduled to
>mmence work soon on "East Is West,"
hich will take her to the Orient, and
orma will soon start the picturization
'Edgar Selwyn's stage play, "The
irage." Richard Walton Tully has re-
rned from New York, where he de-
ered his first film, "The Masquerader,"
aturing Guy Bates Post, and he will
■erin work soon on "Omar, the Tent-
aker," in which Post probably will star.
Thomas H. Ince has started work on
The Sunshine Trail," starring Douglas
acLean. The Ince company, filming
Someone to Love," is now on location
ith a circus.
hotograph Prison Scenes
For Use in DeMille Film
Cullen Tate, assistant to Cecil B. De-
tille has returned from a two weeks
>ur in the east where he has been gath-
ing technical details regarding life in
ie women's prison of New York State
hich will be used in the filming of
Manslaughter," for Paramount.
His work included photographing the
mous Tombs prison, and the women's
rison at Auburn. N. Y. Complete de-
ription of wearing apparel and other
araphernalia of prison life was obtained,
■ en to a sample loaf of prison bread,
hich is said to be singular in its shape.
■dapt "The Bond Boy" as
Next Barthelmess Picture
Charles E. Whittaker, English drama-
>t and scenario writer, is adapting to
ie screen for Richard Barthelmess* next
arring vehicle, George Washington Og-
en's story, "The Bond Boy."
T. ROY BARNES, Charles Ogle, Lila Lee and support in "Is Matrimony a Failure?"
a Paramount production directed by James Cruze.
"Grandma's Boy9' Is Harold Lloyd's
Greatest Comedy, Says Reviewer
Harold Lloyd's latest comedy for Asso-
ciated Exhibitors, "Grandma's Boy," is,
in the opinion of Verne C. Wickhain, re-
viewer on the Long Beach (Cal.) Press,
"the greatest comedy Harold L'oyd has
ever produced, and it is safe to say that
when it is released this picture will be
hailed by the public and critics alike as
one of the greatest comedies ever made."
At the conclusion of the pre-view at
Hoyt's theatre, Mr. Wickham states that
the house was in an uproar for fully ten
minutes, and "the first vaudeville act
had to make several attempts before it
could start its performance." The picture
is in five reels.
Offers Several Novelties
On April 23, Associated published the
Playgoers picture, "Lonesome Corners,"
an outstanding feature of which is said
to be its succession of novelties. This is
an Edgar Jones production, presenting a
story of the outdoors.
It is the assertion of Playgoers that this
picture is devoid of obvious situations, yet
unfolds a logical story in a convincing
and entertaining way.
Associated assigns as one reason why
the Travers Vale production, "A Paste-
board Brown," got off to a good start fol-
lowing its publication on April 16, its
large number of names of box office value
connected with the picture.
Still Winning Favor
The story was written by Clara Mor-
ris, an actress who for nearly two gen-
erations enjoyed universal popularity.
Moreover, a cast of well-known names
was selected by Mr. Travers. Portray-
ing the various roles were Evelyn Greeley,
Robert Elliott, J. H. Gilmore, Dora Mills
Adams, Gladys Valerie, Jane Jennings,
Albert Roccardi and Eleanor Woodruff.
The successful run of "The Sin of
Martha Queed," published early in the
winter, shows no signs of an early inter-
ruption, according to Associated. This
is an Allan Dwan production featuring
Mary Thurman, Eugenie Besserer,
Frankie Lee. Niles Welch, George Hacka-
thorne, Frank Campeau and Gertrude
Claire.
Eight Films for
"Mother's Day"
Associated First National has
compiled a list of eight productions
which it considers especially
adapted for presentation on
"Mother's Day," May 14. In each
of these pictures the mother theme
is predominant. The productions
are:
"Mother o' Mine," "The Song of
Life," "Hail, the Woman," "Kindred
of the Dust," "The Rosary," "The
Woman in His House," "Scrap
Iron" and "Tol'able David"
Six Features a Year on
Production Schedule of
Achievement Films, Inc.
Achievement Films Inc., a new Phila-
delphia concern, will produce six fea-
tures a year, according to an announce-
ment by Gilbert E. Gable, president. The
first production of the company was pub-
lished through Pathe.
The creation of -theme-dramas., as dif-
fering from the usual run of screen plans,
is the aim of Achievement Films. J.
Searle Dawley has been engaged as di-
rector-general of production.
The next picture will be based on an
original story by Bob Dexter, under the
working title, "Face Value." Interiors
for this are now being shot at the Tal-
madge Studiot, New York. William Dud-
ley Pelley, novelist and screen-writer will
head the company's scenario department.
Executive officers of Achievement Films
are Gilbert E. Gable, president, and
Thomas R. Powell, secretary-treasurer.
00
EXHIBITORS HERALD
May 6, 1922
Owen Moore's "Reported Missing'9
Opens Indefinite Run at Criterion
Selznick's new Owen Moore special,
"Reported Missing," opened on April 23
for an indefinite engagement at the Cri-
terior theatre in New York. The picture
was received at its premiere with the
same hearty accord tendered it by show-
men and newspaper reviewers following
its recent preview at the Ritz Carlton.
Because of the success of the Ritz
preview, Lewis J. Selznick is arranging
for like showing in other cities. On Fri-
day afternoon, April 21, was held the first
showing outside of New York at Aryan
Grotto in Chicago. Tom Ruddy of the
Selznick executive staff and Edwin Silver-
man, local manager, had charge of the
preview.
Others Are Scheduled
Other special exhibitions will be held
in St. Louis, Philadelphia, Cincinnati,
Boston, Cleveland, New Orleans, Kansas
City, Omaha, Denver and San Francisco.
John S. Woody, general manager of
Select, will supervise arrangements for
the showings.
Among the 2,000 invited guests oi
Lewis J. Selznick who witnessed the
Ritz presentation were showmen from
Boston, Philadelphia and other cities in
this vicinity and their expressed opinions
of the exhibition value of the photoplay
confirmed the verdict of the audience that
gave its applause. The confirmation of
this public verdict has been recorded in
the reviews in New York dailies.
Plans Heavy Campaign.
The New York introduction for "Re-
ported Missing" will be heralded to both
theatregoers and the trade with one of
the heaviest advertising drives Selznick
has ever put behind a picture. The daily
papers will be used for laige-space dis-
plays; there will be a complete blanket-
ing of the best billboards in Greater New
York; window cards and "snipes" will be
utilized for "closeup" announcements,
with a large crew of men assuring the
widest possible display.
The tradepapers will be utilized for
direct communication with showmen.
Mr. Woody will take personal charge of
this drive to see that every exhibitor
within reach of Broadway 'shall witness
"Reported Missing" at the Criterion.
Henry Siegel, manager of Select's New
York branch, will assist him.
Charles E. Hastings, a New York
newspaper man, has been engaged to
specialize in publicity and exploitation for
the Criterion engagement.
Former Ball Player and
Pugilist Assigned Role
In Ray's "Big 4" Film
Eddie Gribbon, who plays the role of
a labor leader in "The Tailor-Made Man,"
Charles Ray's initial picture for United
Artists, was a former baseball player in
the Tri-State league, New England
league and other minor circuits. He also
has had experience as a pugilist, having
acted as sparring partner with such fight-
ers as Mike Gibbons, Eddie McGoorty
and Gunboat Smith. He is well known
m the sporting world.
"Cap'n Kidd" Rights Sold
For Kentucky-Tennessee
The Big Feature Rights Corporation of
Kentucky, through their representatives,
Lee L. Goldberg, has acquired the rights
to "Cap'n Kidd" for physical distribution
throughout Kentucky and Tennessee it is
announced by Joe Brandt, president of
the Star Serial Corporation which con-
trols the world's rights to the Polo prod-
uct.
Frank W. Small, well known pirate
artist has been engaged by the Star Serial
Corporation, through Ritchey Lithograph
Company, to draw the series of one, three
and six-sheet posters for "Cap'n Kidd."
An important deal with respect to the
distribution of the serial in the Chicago
territory is pending waiting the arrival of
Joe Brandt.
First Short Subject
Is Published by R-C
Travelaughs and Starland
Revue Are Two Films
Now Scheduled
R-C Pictures, which heretofore has de-
voted its activities to the production and
distribution of feature length pictures,
published its first short subject on April
23. This picture, one of Hy Mayer's
Travelaughs, is "Such Is Life in London's
West End."
Distribution of short subjects is in ac-
cordance with the expansion plans in-
augurated by the company under the
management of P. A. Powers, who re-
cently became managing director of the
organization.
Schedule for April 30
At present the company has two short
reel publications, the second being the
Starland Revue. The first of this series
will be published on April 30, and every
second week thereafter, alternating with
the Travelaughs.
Speaking of the company's new plans,
J. I. Schnitzer, general manager, said:
To Offer Steady Supply
"It is not our intention to spasmod-
ically issue short subjects. We are going
to offer the exhibitor a steady supply,
but we will not pick up any cast off
comedies or scenics to do it. We are
planning far ahead and the two series
which we are able to announce at pres-
ent certainly proves that we are making
the right kind of start. If we can sup-
ply exhibitors with short subjects of the
calibre of Hy Mayer's Travelaughs and
the Starland Revue we need have no
worry about the future of our short reel
department, and we never lower the stan-
dard which we have set."
Fifteen subjects comprise the first series
of Travelaughs.
Ednah Altemus Signed to
Star in Graf Productions
Louis Graf, head of Graf Productions,
Inc., of San Francisco, has engaged
Ednah Altemus to play the leading heavy
role in the forthcoming Graf Production,
work upon which will start early in May.
Miss Altemus has appeared with
marked success in a number of Fox and
Metro pictures. In the Graf production,
which is being adapted from Caroline
Abbott Stanley's novel, "A Modern Ma-
donna," Miss Altemus has been entrusted
with a role far different from any slit
has yet appeared in, and one which prom-
ises to win for her the same popularity a?
a screen player as that she enjoyed ir
musical comedy.
THE TRUTHFUL LIAR
(Colluded from page 62)
Casson Ferguson has a trying assign
ment which he manages dexterously. Hi
is next best in the cast. Edward Heari
is hero, of a 'sort, and succeeds less sati*
factorily. Others depict rubber stami
characters in rubber stamp fashion.
Young Mrs. Haggard, the story dis
closes, plunges one Arthur Sinclair,
lightly endowed youth, into despair win
she marries the sturdy Haggard, risini
engineer. While her husband is awa.
"on location," she visits a gambling hous
with Sinclair and others, the place 1
raided, she loses her rings, lies to ht
husband, is detected, writes a silly lettc
is threatened with blackmail, charge
with murder, this latter briefly, and find
her difficulties all settled for her when
minor character confesses the crime an
all her deceptions are bared and forgivci
ELAINE HAMMERSTEIN in a dramatic moment from "Evidence," her latest
Selznick picture.
lay 6, 1922
EXHIBITORS HERALD
67
wo scenes from the Pyramid Pictures production, "My Old Kentucky Home," directed by Ray C. Smallwood. Monte
Blue, Sigrid Holmquist, Lucy Fox, Billy Quirk, Frank CuiTier and Julia Swayne Gordon appear in the cast. American
Releasing is distributing the production.
Feature Produced Under Arctic
Conditions Is Acquired by Pathe
"Nanook of the North," Dealing With Life of the
Natives of the Northland, Filmed by
Explorer Robert Flaherty
lothacker Force to
Give Birthday Party
Imployes to Observe Twelfth
Anniversary of Rothacker
Film Mfg. Company
Workers in the Rothacker Chicago
tudio-laboratory will give a party the
rst week in May celebrating the anni-
ersary of the founding of the Rothacker
ilm Mfg. Company. Twelve candles
'ill glitter in the birthday cake.
Started in 1910.
In May 1910 VYatterson R. Rothacker
ented desk room in a small Chicago ot-
ce and started to adapt the pulling power
f the silver sheet to the uses of busi-
est. Motion pictures were still consid-
red a novelty by many. Conservative
,usiness men gazed with surprised inter-
it upon the earnest young men who walked
no their offices and asked them to en-
■st a regiment or so of their real dol-
■irs in the cause of advertising and sell-
lg motion pictures.
That year he made a tour of advertising
lubs and chambers of commerce in the
ole of film advertising evangelist. "I re-
vived lots of encouragement but few or-
ers," Mr. Rothacker recalls.
New Laboratories Planned
In 1916 the present studio-laboratory
/as opened on Diversey Parkway, Chi-
ago. Last year Rothacker and Joe Al-
:r became partners in the Rothacker-
vllcr laboratory of Hollywood.
Preparations are now being made for
new plant in Toronto. In June Mr.
'othacker will sail for Europe where he
; going to build a laboratory in London.
<"ew York will be the fifth link in the
hain of laboratories.
Mr. Rothacker has been active in the
ldustry, having been vice-president of
he first Motion Picture Board of Trade,
■nd for several years chairman of the
A. M. P. I. membership committee.
\t present he is on the faculty of the
'age-Davis School of Advertising. He
epresents the industry on the Advertis-
•ig Council of the Chicago Association of
ommerce.
Holmes Supporting Dean
Stuart Holmes has been added to the
ast of the Universal-Jewel production.
Under Two Flags," starring Priscilla
)ean.
Pathe Exchange, Inc., has acquired the
world distribution rights on "Xanook of
the North," declared to be the only pic-
ture ever produced under arctic con-
ditions.
The feature in its entirety deals with
the life drama of characters — men.
women and children — of the Northland,
whose existence has remained independ-
ent of and oblivious to the forces of
civilization.
Produced by Flaherty
Robert J. Flaherty, leader of five Sir
William Mackenzie expeditions into the
North Hudson Bay regions, produced
the feature for Revillon Freres.
The real life hero of the picture. "Nan-
ook of the North," was the leading man
of the tribe who was the indispensable
guide and faithful companion of Explorer
Flaherty while making his hazardous
traverses of the Ungava Peninsula, and.
later, across the ice-locked Hudson
Straits and into the frozen wilderness of
Baffin Island.
Depicts Eskimo Life
Nanook, "the Bear." the members of
his family and his little band of followers,
including mothers and children, are the
living characters in the picture. The
heroine is the young mother. Nyla. "the
smiling one." Even she, with her naked
little Eskimo baby carried snug and com-
fortable in the fur "parka" hanging from
her shoulders, shares in the adventures of
the hunting party, dog-sledging over
miles of ice and snow in a temperature of
50 degrees below zero, yet resting at
night in Eskimo domestic comfort in a
snow igloo built in an hour!
Without the walrus and seal, their best
sources of heat-giving food and clothing,
existence would cease to be possible with
these people. Their skill in capturing
these ocean animals, weighing at full
growth from 1,000 to 2,000 pounds, with
their slender, walrus-ivory pointed har-
poons, is remarkable. The picture shows
every detail of these exciting adventures.
Committee Passes Judgment
In the opinion of executives and mem-
bers of the Pathe Film Committee the
picture is "a special feature — the most
marvelous and fascinating ever yet pro-
duced." It is in six reels.
A special showing of the production
was held for Captain Roald Amundsen,
discoverer of the South Pole and prob-
ably the most famous of living polar ex-
plorers. Captain Amundsen agreed that
the production was "a wonderful picture."
Second National Issues
New Exhibitors Guide
For "The Night Rider"
Second National Pictures Corporation
has issued the third issue of its standard-
ized press book under the title "Exhibit-
or's Guide." in publishing "The Night
Riders," a special production of the
popular novel of the Canadian Northwest
by Ridgewell Cullum.
A feature of the new issue is a column
of paragraphs carrying on two ideas de-
veloped in recent advertising in trade
papers — "Why" and "Shadows." This, it
is announced, will be a standing feature in
forthcoming issues for the exploitation
of "Broken Shadows." from the novel,
"Nance." by Charles Garvice, and "Mr.
Pirn Passes By." the A. A. Milne drama,
and other forthcoming publications.
The exploitation section carries many
suggestions for striking stunts which ex-
hibitors can use to good effect in putting
over the picture, and the prepared press
matter is presented in newspaper style
which will recommend itself to editors
for its news values.
The musical setting tor "The Night
Riders," comprises a full page of this new
issue.
Life of Christ Told in
New Artclass Picture
A feature, with incidents in the life of
Christ woven into a drama interpreted by
a group of well-known players, has been
acquired by Louis Weiss, executive of
Artclass Pictures Corporation.
68
EXHIBITORS HERALD
May 6, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
Good Pictures or Lower Rentals
MILL VALLEY, CALIF.— To the
Editor: Just a few lines from a small
town exhibitor in regard to the business
depression. In the early days of the
motion picture, when the admission price
was five to ten cents, it was more or less
of a novelty and people went in any-
where that "pictures were being shown,
regardless of star or the name of the pic-
ture. -.
Those conditions have been changed
by the star system and large produc-
tions put on the market by producers.
Instead of charging us $1 per reel, they
are charging from $5 to $20. Our prices
of admission have been raised.
Now that we are charging real money
for real entertainment, there is no place
for the mediocre picture and the public
will not pay to see them. But, we have
just as many mediocre pictures today as
we had five years ago with rental prices
three times as high.
The exhibitor must lower his prices
to their former status or the producers
must make all their productions, or
ninety per cent at least, so that the peo-
ple will pay the advanced prices of ad-
mission with some assurance that they
are goinr 'o get real entertainment for
their money.
For a picture like "Way Down East,
I was asked $750. The production was
a year old and had made long runs in
San Francisco, which is but thirteen
miles from my town. This was the price
set for a house of 475 seats and a popu-
lation of 2,500. For "The Three Mus-
keteers," I was asked $500. It is needless
to say I did not play these pictures.
This makes it impossible for us to play
a portion of the really big, worth while
productions and places our houses in
second rate classes, causing a great de-
pression to the small town exhibitor and
a lack of interest in those houses by the
public.
The small town exhibitor is fast going
to the wall and upon him depends the
life of the industry. Without him, they
cannot live and they are doing all in
their power to kill him. When the af-
fairs are handled by business men who
make it a business instead of a game, it
will come back into its own and not
until then. — George H. Cooke, manager,
Hub theatre, Mill Valley, Calif.
The Rental Question
EXETER, N. H.— To the Editor: I
am just waking up and Retting wise to
the fact that I am paying just about
twice the rental price for good pictures
that I ought to or need to. Can some
of you tell me why we are keeping on
paying Paramount, First National, United
Artists and a few others such prices as
we do when right at our elbow we have
Universal, Metro, Select, Hodkinson
and a few others with as good a line of
pictures and stars who arc ready to sell
their product at least one half what
Paramount. First National and United
Artists ask?
Have they any better program pictures
than Metro, Select, Universal and Hod-
A scene from "When Romance Rides"
(Goldwyn)
kinson and isn't their program price
much more? Isn't the Metro specials and
Jewels the equal of Paramount and First
National specials? And you know we can
buy them for half or less.
Have you seen any poor pictures from
Metro, Select, Hodkinson and Universal
this year? I have not. Have you seen
any poor ones from the others? I have.
I, for one, think we ought to have our
heads examined to see why we give up
twice as much money to some as to
others and receive in return no more
quality.
Starting from today, I sign no more
contracts with any exchanges that ask
more rental than do Metro, Select, Uni-
versal and Hodkinson. If you would all
do the same, I think we would see some
price cutting. — G. W. Yeaton, manager,
Ioka theatre, Exeter, N. H.
Letter of Appreciation
GOODING, IDAHO.— To the Editor:
We are enclosing herewith our check to
cover a year's subscription to the Herald.
Your "Box Office Record" is worth much
more than the amount of this subscrip-
tion. We surely appreciate it and recom-
mend it to the exhibitors. — Schubert
Theatre Management, Gooding, Idaho.
A Word on Serials
MINOCQUA, WIS— To the Editor:
The following is what I have to say about
"Hurricane Hutch": I have run the fol-
lowing three serials, "Moon Riders,"
"Son of Tarzan" and "Do or Die" and
started them all out with a free show and
when the second episode was shown, the
crowd dropped off two-thirds.
So the other day when the Pathe sales-
man called and wanted to sell me a serial
I told him about this and he came back
with the words "They weren't Pathe
serials." He finally induced me to buy
"Hurricane Hutch."
The week of the showing of the first
episode, I sent out cards and two days
before the showing I sent two boys
around town with a banner, shouting.
This packed them in. I got in touch with
the proprietor of an ice cream parlor and
mixed up a drink called "Hurricane
Hootch" and advertised those who buy
ten glasses would get a comp to the sec-
ond episode of "Hurricane Hutch." This
helped a lot.
I can say this is the only serial that has
kept the people coming. I wonder if it's
because it's a Pathe serial, as the sales-
man said. — G. H. Jenkinson, manager,
Victor theatre, Minocqua, Wis.
Advocates a "Cleanup"
TOMBSTONE, ARIZ.— To the Edi-
tor: There will be no weak nights or
need to attract larger attendance if we
can have clean plays with sensible plots,
not so much rot, and cut out the so-called
men and women stars who have rotten
moral reputations. Then all will be well
with the exhibitors. — Giacoma Brothers,
Crystal theatre, Tombstone, Ariz.
r-iLM laughs from
topics THE
S ELECTED BY
TIMELY FILMS INC.
A pessimist is a man who keeps a bad
coin for fear that some one will pass it
back to him. — Purple Cow.
*
A pessimist is one who is always expect-
ing bad luck and is surprised when it comes.
— Syracuse Herald.
*
A pessimist is a man who not only wears
both suspenders and a belt but also carries
half a dozen safety pins. — "Topics of the
Day" Films.
*
A pessimist might be also a person who
believes that truth is less expedient than
fiction. — North Adams Herald.
*
A pessimist is a guy who complains be-
cause his bank roll is so thick that it breaks
the stitches of his wallet. — Punch Bowl.
*
A foolish flaper who wears goloshes and
carries an umbrella on a sunny day is a
pessimist. — "Topics of the Day" Films.
*
A pessimist is a man who. when given
his choice of two evils, takes both of them.
—McKccsport News.
*
A butcher who expects the best trade to
want only liver wurst is a pessimist.—
"Topics of the Day" Films.
*
A girl who is always chasing rain beaux
and giving linen showers for her friends
yet expects to be an old maid herself is a
pessimist. — The Raspberry.
*
An auto racer who expects a puncture '
every time he sprints around the dangerous
curves of the track is a pneumatic pessimist.
— Westficld Leader.
*
A dumb-belle who thinks Aesop's Fables
are a kind of fur coat that movie queens
wear is a pessimist. — Aesop's Film Tables.
*
A pessimist is a fellow who when told
that he should cheer up as things are not
as bad as they look, replies "No but they
seem so." — Vaudeville News.
Hoxie Signed by Sunset
To Make Eight Westerns
Anthony J. Xydias, president and
general manager of the Sunset Produc-
tions, has signed Jack Hoxie, to make a
series of eight western features, for the
state rights market.
The first of the series, "Barb Wire."
written by William Lester and Marin
Sais, is nearing completion at the Sunset
Studios, under the direction of Frank
Grandon. Supporting Mr. Hoxie are
Jean Porter, Joe McDermott, W illiam
Lester, James Welch, and others.
Squirrels Act in Films
Lee-Bradford Corporation is offering
through the independent market a unique
scries of six one reel comedies enacted
entirely by squirrels.
The scries is being produced by Dr.
Lillian Delger Powers at her famous
squirrel farm in Westchester County.
New York.
.lay 6, 1922 EXHIBITORS HERALD 69
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to tbis department.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me," EXHIBITORS HERALD. 417 S. Dearborn St. Chicago.
Associated Exhibitors
Marry The Poor Girl, with Mr. and
trs. Carter DeHaven. — Entertainment
f the lighter sort. It will do to kill
me, is free from all objections and also
jid of any drawing power. If you want
miething where they'll leave your the-
re and say: "It's all right, but there's
ithing to it," this will answer the pur-
ose. — Fred S. Meyer, Palace theatre,
Hamilton, O. — High class family pa-
onage.
Handle With Care, with Grace Dar-
ond. — A pleasing picture that pleased
aod business. — W illiam Noble, Criterion
leatre, Oklahoma City, Okla. — General
itronage.
The Sin of Martha Queed, with a
iccial cast. — Well acted and directed
-oduction. Very good cast and a nice
ory, althovgh it is a bit drawn out.
leased our patrons. Drew fairly well.
•Raymond G. Frankel, Empress theatre,
incinnati, O. — Transient patronage.
First National
Hail The Woman, a Thomas H. luce
•oduction. — A real super-special, 100
:r'cent pleasing. Some patrons stayed
ver to see it twice. In fact it's a picture
lat gives credit to the producer, to the
chibitors and to the screen business at
rge. Besides, it will make many friends
>r the film world, as it standardizes the
ct of clean-cut entertainment. I urge
chibitors to show it, as they can not go
rong. — J. Carbonell, Monroe theatre,
ey West, Fla. — General patronage.
Penrod, a Marshall Neilan production.
-Although it obtained box office results,
ie picture was disappointing from an
itertainng standpoint. In places the
cture is. a comedy riot and in 5 or 6
els would have been immense. In 8 it
:comcs tiresome. Full week. — Frank L.
rowne, Liberty theatre, Long Beach,
al. — General patronage.
Hail The Woman, a Thomas H. Ince
oduction. — Here is a real picture, one
the best that will be produced this
•ar. It has a real story with a real
ist. It will please 100 percent. Will
and an increase in admission. And
it all the noise you can behind it. —
ert Norton, Kozy theatre, Eureka, 111.
General patronage.
My Boy, with Jackie Coogan. — Jackie
>es some wonderful work in this pic-
re. It is without a doubt his best yet,
it I don't see why First National wants
ch prices for the Coogan stuff.— Har-
d M. Schoonover, Mazda theatre,
urora, Neb. — Small town patronage.
Penrod, a Marshall Neilan production.
Delighted the audience. Many favor-
■le comments. Especially delighted the
nldren. Good picture for good attend-
ee-— E. W. Werner, Warwick theatre,
ansas City, Mo. — Neighborhood pa-
onage.
Bits of Life, a Marshall Neilan pro-
duction.— -The worst we have shown this
year. More walkouts on this picture
than any before. Rental too high for
an experiment. — Bert Norton, Kozy the-
atre, Eureka, 111.— General patronage.
Star Dust, with Hope Hampton. — Very
good. Got by nicely to good satisfaction.
— W. H. Goodroad, Strand theatre, War-
ren, Minn. — Neighborhood patronage.
Red Hot Romance, with a special cast.
— Not liked here-. Perhaps is good for
other places. — J. Carbonell, Monroe the-
atre, Key West, Fla. — General patronage.
R. S. V. P., with Charles Ray.— Al-
though Ray is the featured star, Harry
Myers almost runs away with the picture.
Story opens slow but develops into a
dandy comedy that pleased 100 per cent.
Everybody enjoyed it. Business very
good for a full week. — Frank L. Browne,
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM
J It's Not a |
| Bet. It's a |
Sure Thingf |
To be right plain about it, j
1 the "Herald" is always making :
| a hit, but "The Box Office §
| Record" is its one best bet, j[
1 especially for the press agent 1
1 of an exhibitor. Tombstone is 1
B a small town, it's true — we fj
jj have but 1,500 people — yet we 1
m have a daily paper which has 1
jj its own wireless, we give the 1
jj best pictures and we do a good j§
1 business, and, last but not B
gj least, we have a real press Bj
3 agent and here is what he says : 1
| " 'The Box Office Record' is j
1 my one best bet because I can B
jj at a glance get just what I B
1 want. The number of reels is jj
jj essential. The quick and ready g
1 reference aids me to get a good 1
B line on what a play is apt tn B
1 be, a play I have not seen, be- j
I cause after a while by steady B
B reading of the reports from the B
■ different towns I can judge jj
1 pretty nearly what such a play jj
1 will be."
GIACOMA BROTHERS, j
Crystal Theatre,
Tombstone, Ariz, g
llllllll^
Liberty theatre, Long Beach, Cal. — Gen-
eral patronage.
Mother O'Mine, a Thomas H. Ince
production — Played this in connection
with Harold Lloyd in Haunted Spooks.
Good entertainment, although the climax
is long drawn out. It gets 'em at the
finish, unusually exciting. Business no
good, but not the fault of the picture.
Business about half of what it was last
year. Everybody is broke. — S. I. Good-
win, Royal theatre, Lehi, Utah. — General
patronage.
The Child Thou Gavest Me, with a
special cast. — Hope we can get more like
this one. The child is wonderful and
touched the hearts of everybody. —
Charles A. Swanson, Opera House, Wa-
hoo, Neb.
Love's Penalty, with Hope Hampton.
— This picture reminded some of our
patrons of the "home talent" stuff that is
often put over in every local "opery"
house. Summed up as a whole it has a
"suggestive story," "thin plot" and "bum
acting." — T. H. Smith, Princess theatre,
Colchester, III. — Neighborhood patron-
age.
The Great Adventure, with Lionel Bar-
rymore. — Very good satisfaction. — Gia-
coma Bros., Crystal theatre, Tombstone,
Ariz. — General patronage.
Molly O, with Mabel Normand.—
Proved a good drawing card and pleased
90 percent at increased prices. I don't
think it pleased as well as Micky, though.
— Bert Norton, Kozy theatre, Eureka,
111. — General patronage.
Love's Redemption, with No/ma Tal-
niadge. — A harmless though very enter-
taining little love story. Larry Semon
in The Show went over very big, making
a very satisfying program. No special
exploitation. Regular newspaper adver-
tising. Business good. Full week. —
Frank L. Browne, Liberty theatre, Long
Beach, Cal. — General patronage.
Mother O'Mine, a Thomas H. Ince
production. — An excellent picture that
drew wonderfully and pleased 95 percent
at slightly increased admission. — Bert
Norton, Kozy theatre, Eureka, 111. —
General patronage.
Nobody, with Jewel Carmen. — Pretty
fair, though much over-drawn and im-
probable. Lacks drawing power, though
they liked it after they were in. Nothing
extra to exploit or to promise. — Ben L.
Morris, Elk Grand theatre, Bellaire, O. —
General patronage.
Old Dad, with Mildred Harris.— Only
a program picture and poor one at that.
— Emprize theatre, Cedar Spring, Mich.
— Small town patronage.
The Woman Gives, with Norma Tal-
madge. — We never worry when we play
Norma, and this one did not disappoint
one patron. — Eugene Saunders, Saunders
theatre, Harvard, 111. — General patron-
age.
In the Heart of a Fool, with James
70
EXHIBIT (3 RS HERALD
May 6, 1922
Kirkwood. — Very well received. Some
came back to see it second day. Allan
Dwan and James Kirkwood a very good
combination. — Crosby Bros., Lily theatre,
liuffalo, N. Y. — Neighborhood patron-
age.
The Beautiful Liar, with Katherine
Mac Donald. — A good story and Miss
MacDonald, as usual, is good. Beautiful
settings, and picture went over well. —
W. E. Elkin, Temple theatre, Aberdeen,
Miss. — Neighborhood patronage.
Peck's Bad Boy, with Jackie Coogan.
— A dandy comedy that got us the busi-
ness for two nights and brought out
some who never were in the house be-
fore—J. F. Rees, Regal theatre, W'clls-
ville, Mo. — Neighborhood patronage.
Gypsy Blood, with Pola Negri. — Good,
bul not appreciated. — Crosby Bros., Lily
theatre, Buffalo, N. Y. — Neighborhood
patronage.
The River's End, a Marshall Neilan
production.- — Don't be afraid of this one.
It's one of the best. Will please them
all. — C. H. Simpson, Princess theatre,
Millen, Ga. — General patronage.
Playthings of Destiny, with Anita
Stewart. — One of the star's best. Pleased
!)5 percent. Beautiful scenery in it from
beginning to end. Boost it and clean-up
with it. — R. Navary, Liberty theatre,
Verona, Pa. — Neighborhood patronage.
Her Kingdom of Dreams, with Anita
Stewart. — A splendid production spoiled
by a poor print. — Fred M. Rich, Strand
theatre, Perry, Mo. — Neighborhood pat-
ronage.
The Romance of Tarzan, with Elmo
Lincoln. — Better than Tarzan of the
Apes. Made money on Tarzan of the
Apes and more on The Romance of Tar-
zan. Thej were good drawing cards. —
A. C. Betts, Powers theatre, Red Creek,
N. Y. — Neighborhood patronage.
Unseen Forces, with Sylvia B reamer.
— A good picture. People read book,
which made them come to see it. — G. H.
lenkinson, Victor theatre, Nfinpcqua,
Wis. — General patronage.
The River's End, a Marshall Neilan
production. — Good picture and well act-
ed.—W. C. Allen, Casino theatre, Ant
werp, N. Y.— General patronage.
Fox
Perjury, with William Farnum. — Far-
num's biggest picture and a type in which
he is at his best. It increased our busi-
ness on Good Friday. — Ben. L. Morris,
Elk Grand theatre, Bellaire, O. — General
patronage.
Arabian Love, with John Gilbert. —
Gilbert comes to the front a very capa-
ble actor. The play is also very good. —
J. Carbonell, Monroe theatre. Key West,
Fla. — General patronage.
THE LONE STAR RANGER
(Reissue) with William Farnum —
Oh, "The Lone Star Ranger" went
over with a roar.
The S. R. O. was hanging out.
They battered in the door.
They raised the roof some inches
and they cheered to beat the
band.
When Farnum got to shooting all
the greasers in the land.
Oh, Zane Grey is the feller who can
pull you out a hole,
And get your crowd a'coming back
as in the days of ol'.
So you'd surely better hustle and
give this one a bout
To keep your face a-smilin' and to
keep the sheriff out.
— Philip Rand, Rex theatre,
Salmon, Idaho.
A Virgin Paradise, with Pearl White.
It's not what you might call a "perfect
photo play," yet it affords good enter-
tainment and for a mixed audience it will
go over O. K. Some wonderful scenery"
and excellent photography. — T. H. Smith.
Princess theatre, Colchester, HI. — Neigh-
borhood patronage.
Perjury, with William Farnum. — A
wonderful picture and splendid acting,
but failed to do any business on a two-
days' run. Actually lost money. Dra-
matic stuff don't go big with us now
days. — W. E. Elkin, Temple theatre,
Aberdeen, Miss. — Neighborhood patron-
age.
Shame, with a special cast. — If your
patrons like a good sensational drama,
full of Chinese atmosphere, here is one
for you. A critical audience could find
flaws with the production, but taken as
a whole Shame is a good picture for the
general run of picture fans.- — T. H. Smith,
Princess theatre, Colchester, 111. — Neigh-
borhood patronage.
Chasing the Moon, with Tom Mix.—
Good. Star's name is a good drawing
card. Sure will please any audience. Big
business. — Luna theatre, Brooklyn, N.
Y. — Neighborhood patronage.
The Jolt, with Edna Murphy and
Johnny Walker. — A little better than an
average program picture. — Wm. H.
Creal, Suburban theatre, Omaha, Neb.—
Neighborhood patronage.
A Rough Diamond, with Tom Mix.—
Not a western, but will please all Mix
fans. Humorous sub-titles that will
make them laugh aloud. Plenty of action
all the time. — J. F. Rees, Regal theatre,
Wellsville, Mo. — Neighborhood patron-
age.
Straight From the Shoulder, with
Charles Jones. — Here's a refreshing pic-
ture with lots of laughs. More than
satisfied. Play it. — F. E. Sabin, Majestic
theatre, Eureka, Mont. — Neighborhood
patronage.
The Big Town Round-Up, with Tom
Mix. — Very good. Pleased 90 percent.
— James LeRicheaux, Arcade theatre,
Camden, N. Y. — Neighborhood patron-
age.
Queenie, with Shirley Mason. — Very
good for us. Six small reels.— Olen
Reynolds, Pearl theatre, Hymera, Ind.—
Small town patronage.
Ever Since Eve, with Shirley Mason.
— Shirley Mason is always good, and
draws well at our theatre. Play very
light. This star deserves better plays.—
A. J. Steggall, Opera House, Fayette.
Ia. — College town patronage.
Footfalls, with a special cast. — I am
not much of a kicker, but Footfalls is
absolutely the poorest picture I ever ran.
It is a disgrace to the Fox program. 11
you do not want to get stung, keep away. •
— H. A. Matthyer, Opera House, De-
posit, N. Y. — General patronage.
A Virgin Paradise, with Pearl W hite
— This is really Pearl's best picture, 1
believe. Pleased about 80 percent. Die
not raise admission. — Happy Hour the
at re, Cresson, Pa. — Small town patron
age.
Ever Since Eve, with Shirley Mason
— Miss Mason fails to get me any mone)
here. I don't know whether she wil
ever or not. This is our second timi
with this star. Ever Since Eve is jus
fair.— W. E. Elkin, Temple theatre, Aber
deen, Miss. — Neighborhood patronage.
After Your Own Heart, with Ton
Mix. — An extra good Mix picture. /
real comedv that kept the patrons laugh
ing.— L. C. Farquhar, Opera House
Guide Rock, Neb. — Family patronage.
Live Wires, with Edna Murphy am
lohnny Walker.— Good lively picture an<
everybody liked it. — Crosby Bros., LllJ
theatre, Buffalo, N. Y. — Neighborhoo<
patronage.
Ever Since Eve, with Shirley Mason. -
A good program picture. — J. W, Bainl
Crystal theatre, Pattonsburg, Mo.-!
Neighborhood patronage.
Over the Hill, with a special c.i-t
Man alive! What a picture! We knew N
was big, but didn't realize how tremen
douslv big it reallv was. One womat
came "to me after show, still crying. an<
asked to please show some more pic
tures like it. Didn't make any real
money for we struck two days of ran
with the roads a mass of mud ten inchc
deep, but prestige gained is worth $]»(
— V. G. Bollman, Castalia theatre, Cas
talia, la.— Small town patronage.
The Lone Star Ranger, with W ill i'
lay 6, 1922
EXHIBITORS HERALD
71
arnum. — A very good picture that gave
Dod satisfaction and brought forth a
imber of favorable comments. — Adolph
obn, Pastime theatre, Granville, N. Y.
Small town patronage.
Bar Nothing, with Charles Jones. —
ist another one of those good old west-
ns that go(s big and gets the business.
:nes always pleases. — W. E. Elkin,
emple theatre, Aberdeen, Miss. — Neigh-
>rhood patronage.
Bar Nothing, with Charles Jones. —
he best Jones I ever had. Also one of
e best Westerns. Get this one and call
a Western. You will clean-up. — W. T.
ggs, Unique theatre, Anita, la.
Winning with Wits, with Barbara Bed-
rd. — A dandy program picture. Drew
ir. Pleased the majority. Barbara is
ell liked here. — Luna theatre, Brooklyn,
. Y. — Neighborhood patronage.
His Greatest Sacrifice, with W illiam
trnum. — Extra good picture. Pleased
0 per cent — E. M. Rhodes, Electric
eatre, Knob Noster, Mo. — Neighbor-
ed patronage.
To a Finish, with Charles Jones. —
eased our Western fans, and when we
y Western fans we mean 90 percent of
ir patrons. — A. J. Steggall, Opera
,ouse, Fayette, la. — College town pat-
nage.
Smiles Are Trump, with Maurice
ynn. — Good. Audience with it from
art to finish. All were pleased. — Luna
eatre, Brooklyn, N. Y. — Neighborhood
.tronage.
Fighting for Gold, with Tom Mix. — ■
ore killing than I like to see in a pic-
re, but then my patrons think that is
1 right as long as Tom does it. — J. L.
udlacek, Swan theatre. Swanton, Nebr.
Neighborhood patronage.
Goldwyn
Theodora, with Rita Jolivet. — The
ess book says: "If you miss Theodora.
>i> may as well stop going to movies."
ie "side door Pullman" proves a con-
venient conveyance for two of the prin-
cipals in Rex Ingram's Metro produc-
tion, "Turn to the Right."
Them's my sentiments. You may not
make any money on it; in fact, if you
play it at an off-season (we ran it the
last half of Holy Week) you may even
lose; nevertheless no matter how rotten
business may be, or how little your ef-
forts seem appreciated, play Theodora!
It's a privilege to be able to present a
picture like this. It takes you out of
the exhibitor class, and brands you as a
showman. Play it! Giacoma Bros, may
have lost money on this picture, but
their report, " a crime to take money
for this picture," is a personal, selfish
standpoint, not an unbiased opinion such
as this column ought to contain. If I
were to pan or knock every picture we
lost money on, there'd be very few good
pictures on the market; and to be direct-
ly contrary to Giacoma Bros: Theodora
is well worth advanced admission prices.
If the public don't get the story, at least
they will get their money's worth in
massiveness and spectacular scenes. And
that's that. — Fred S. Meyer, Palace
theatre, Hamilton, O. — High class fam-
ily patronage.
All's Fair in Love, with a special cast.
— The title of this production was its
greatest factor in attracting good crowds
for a week's run. — Samuel Harding,
Doric theatre, Kansas City, Mo. — Tran-
sient patronage.
The Ace of Hearts, with a special cast.
— Fairly good mystery picture. They
can't tell what will happen next, but
there is too much stalling. Should be
about four reels instead of six. — Harold
M. Schoonover, Mazda theatre, Aurora,
Neb. — Small town patronage.
COME ON OVER, a Rupert
Hughes production. — The best or
the worst that I can say for this
picture is what I printed in our
monthly program, reproduced ver-
batim in the April 29 "Herald." In
spite of all, and a most extensive
advertising campaign, Palm Sunday
and Holy Week kept them away.
But don't let that influence you. I
am going to bring it back, and if
you never play another Goldwyn
picture but one in all your life let
that one be "Come On Over." It's
not a big picture, but another "Old
Nest," plus humor, pathos and a
line such as only Rupert Hughes,
and none but he, can give us. — Fred
S. Meyer, Palace theatre, Hamilton,
Ohio.
The Unwilling Hero, with Will
Rogers. — My people all like Rogers, but
for some reason had very poor house.
The picture is not as good as some
Rogers' pictures, but will please Rogers'
fans. Play slow and draggy, but has
lots of laughs. — Geo. C. Starkcy, Opera
House, Montour Falls, N. Y. — Neighbor-
hood patronage.
Roads of Destiny, with Pauline Fred-
erick.— Quite a disappointment. Press
sheet claimed it fully as good as Madatne
X, but we say no comparison whatever.
— W. H. Goodroad, Strand theatre, War-
ren, Minn. — Neighborhood patronage.
The Grim Comedian, with Jack Holt.
— A mighty fine picture. Phoebe Hunt
does a bit of acting that reminds you
of Frederick in Madame X. The direc-
tion, while not always consistent, is good,
and the picture as a whole stands head
and shoulders above a lot of so-called
specials. Put your guarantee in back of
this, and urge them to see it. They'll
thank you when they leave your theatre.
— Fred S. Meyer, Palace theatre, Hamil-
ton, O. — High class family patronage.
A Tale of Two Worlds, with a special
cast. — Fair picture of its kind. — R. R.
Gribble. Grand theatre, New Hamburg,
Ont, Can.
Wet Gold, with a special cast.— A good
pilllllliilllllilllllllllll
| Let's Make |
Tke Second
One Better |
I Please accept my thanks for 1
| "The Box Office Record" j
j which you sent me a short E
| time ago. I find this very val- J
U uable in the selection of pic- 1
|j tures.
1 Your "Exhibitors Herald" is |
| certainly the most interesting |
| and useful trade journal.
Very truly yours,
J. J. WARD, |
Community Theatre, (
Castle Rock, Colo. |
llllllllllllIlllllillllH
novelty picture. Out of the ordinary
run. The undersea stuff in it is wonder-
ful. A good program picture. — Harold
M. Schoonover, Mazda theater, Aurora,
< Neb. — Small town patronage.
The Old Nest, with a special • cast. —
Pleased all who saw it. Crowd small on
account of "Flu" epidemic. This feature
is deservingiy called a special and the
story is wonderfully told, but if our pro-
gram pictures made patrons think as
The Old Nest business would be every-
thing but good. Program stuff to help
them forget a great deal and a special
like this to make them think (of others)
a little. — J. F. Rees, Regal theatre, Wells-
ville, Mo. — Neighborhood patronage.
A Poor Relation, with Will Rogers.
■ — A famous story and stage production
that can be put over in any theatre if
you know your business. The picture,
the star and the cast are there. If the
people do not come it's the manager's
fault. — Ben L. Morris, Temple theatre,
Bellaire, O. — General patronage.
Hodkinson
French Heels, with Irene Castle. —
Very fine. Will please any high-class
audience. — Lewis & Brisco, Princess the-
atre, Elwood, Ind. — General patronage.
Rip Van Winkle, with Thomas Jeffer-
son.— Excellent. Such pictures help keep
any theatre on the map. A picture that
old and young will enjoy. — A. J. Steggall,
Opera House, Fayette, la. — Neighbor-
hood patronage.
French Heels, with Irene Castle. — Just
fair. Story bad. However, Miss Castle
does the best she can. She is no actress
but a graceful dancer. — W. E. Elkin
Temple theatre, Aberdeen, Miss. — Neigh
borhood patronage.
Jack O'Lantern, with a special cast.
— Good picture. Business only fair. —
Lewis & Brosco, Princess theatre, El-
wood, Ind. — General patronage.
Jane Eyre, a Hugo Ballin production.
— A costume play which, through its
mystery element, holds the audience
throughout its entirety. The fact that
this is a period story should stop no one
from playing it. Everyone in the city is
still talking about it.— Harold F. Wendt.
Rivoli theatre, Defiance, Ohio.- — General
patronage.
Rip Van Winkle, with Thomas Jeffer-
son.— Nothing to it. At least, few of my
people liked it. — Raymond Gear, May-
72
EXHIBITORS HERALD
May 6, 1922
MAE MURRAY learns the seamy side of Parisian night life in the Tiffany produc-
tion, "Fascination," distributed by Metro.
flower "theatre, Florence, Kan. — General
patronage.
The Spenders, with a special cast. —
Here is a real picture with good acting,
first-class photography and lighting, in-
teresting story and clever sub-titles.
What more do you want? — Wm. H.
Creal, Suburban theatre, Omaha, Neb. —
Neighborhood patronage.
Keeping Up With Lizzie, with Enid
Bennett. — This is a good comedy-drama
and true to life. A picture that pleased
90 percent and drew a pretty good house
considering hard times, shops closed.
Should please anywhere. — A. E. Rogers,
Temple theatre, Dexter, N. Y. — Neigh-
borhood patronage.
East Lynne, a Hugo Ballin production.
— This is a modern version of the book
which will disappoint those who are fa-
miliar with the story.lt is an excellent
picture though and will draw on account
of title. Explain that it is a modern ver-
sion.— Bert Norton, Kozy theatre, Eu-
reka, 111. — General patronage.
The Mysterious Rider, with special
cast. — These Zane Grey stories certainly
get the money at no advance. They
evidently please. Try one if the writer
is known in your town and see for your-
self.— W. E. Elkin, Temple theatre.
Aberdeen, Miss. — Neighborhood patron-
age.
The Face of The World, with a special
cast. — Just a program picture and nothing
else. The fact that a local boy had a
minor part in the picture was all that
saved it here. — Harold F. Wcndt, Rivoli
theatre, Defiance, Ohio. — General patron-
age.
The Mysterious Rider, with a special
cast. — I "hear'n tell" so much about these
Zane Grey pictures that I finally decided
to get in with the rest of the gang. Why
didn't I do it long before? Biggest
crowd for five months saw The Mysteri-
ous Rider and they weren't a bit back-
ward about telling that they liked it. —
J. H. Talbcrt, Legion theatre, Norwich,
Kans. — Small town patronage.
Man of The Forest, with a special
cast. — Just an ordinary program offer-
ing, and we think the poorest Zane Grey
picture we have ever shown. The story
is the regulation stuff, the villain abducts
the girl, etc., but all ends happily in the
end. I believe I could write a story
along the same lines myself — with my
eyes shut! — William H. Creal, Suburban
theatre, Omaha, Neb. — Neighborhood
patronage.
Cameron of the Royal Mounted, with
Gaston Glass. — For a Northwoods story
this is one of the best I've ever run. All
the cast was well selected and played
their parts admirably. — Raymond G.
Frankel, Alhambra theatre, Cincinnati,
O. — Transient patronage.
Rip Van Winkle, with Thomas Jeffer-
son.— This is a dandy portrayal of the
Irving classic and will draw well and
please, especially in towns where you
can get the co-operation of schools. It
has enough comedy to please both young
and old— Bert Norton, Kozy theatre,
Eureka, 111. — General patronage.
Love Madness, with Louise Glaum.—
Good picture. My patrons said it was
one of the best pictures of the year.
Pleased 100 percent and drew fairly well.
First time for star and we don't want
anything better.— A. E. Rogers, Temple
theatre, Dexter, N. Y.— Neighborhood
patronage.
The Mysterious Rider, with a special
cast. — One of the best Western pictures
we have ever shown. It is the type of
action picture which you can "sell" to
vour better class of patrons. The fact
"that Zane Grey is the author of the
T( ) get the better pictures
that mean better business
the man behind the box office
must tell picture makers just
what pictures are better as in-
dicated by income from ticket
sales. Speak individually in
reports to this department and
lend your voice to swell the
mighty chorus of theatre au-
thority — "The Box Office
Record."
1
story, gives you another selling point-
Harold F. Wendt, Rivoli theatre, Defi-
ance, Ohio. — General patronage.
Man of the Forest, with a special cast
— Very good. Draws fine. Brings a real
box office smile to your face. — F. E
Sabin. Majestic theatre, Eureka, Mont.—
Neighborhood patronage.
Metro
The Right That Failed, with Bert
Lytell. — Went over very satisfactorily
— Giacoma Bros, Crystal theatre, Tomb
stone, Ariz. — General patronage.
The Idle Rich, with Bert Lytell. — An-
other very pleasing picture with this
popular star. He stacks up with the
good ones for us. It takes continuou:
playing of the star to make him friends
but then most any picture does. He i:
good to look at and usually draws well
— -Ben. L. Morris, Temple theatre, Bel
laire, O. — General patronage.
THE FOURTEENTH LOVER,
with Viola Dana. — I'll bet my repu-
tation as the handsomest exhibitor
in the world against a million dol-
lars of real money (and this is giv-
ing tremendous odds) that this
picture will please both blind and
foolish. Viola is at her best (and her
worst isn't so bad) and Jack Mul-
hall is plenty good enough. So get
•this one right away and then hit
your exploitation with a sledge-
hammer and get that account of
yours out of the red. — J. C. Jenkins,
Auditorium theatre, Neligh, Neb.
Peacock Alley, with Mae Murrav.-
One of the best of the year. A class
production and a pleasing story whic
holds interest throughout. Mae Mut
ray's work is fine. — Raymond Gear, May
flower theatre, Florence, Kan. — Gener;
patronage.
The Golden Gift, with Alice Lake.—,
very nice attraction. Miss Lake is
favorite here. Besides the scenario i
the class they cater to in my house.— .
Carbonell, Monroe theatre, Key Wes
Fla. — Neighborhood patronage.
The Match Breaker, with Viola Dan;
— Just fair. I know we lost money, a
the day show put a damper on the nigl
performance. — W. Elkin, Temple theatr
Aberdeen, Miss. — Neighborhood patroi
age.
Blackmail, with Viola Dana. — Vio
Dana always pleases my audience. Th
is a very good picture. Lots of con
mcnts. — J. A. Weisbeck, Liberal Aide
N. Y. — Small town patronage.
Camille, with Nazimova. — We ha
special snipes printed with Rodolp
Valentino's name and pasted on the po
ters. None of the Metro advertisin
mentions him, and he saves the pictur
Settings remarkable, story a little d'
pressing, but we got good business <
it at a bad season. — Ben. L. Morn
Temple theatre, Bellaire, O. — Gencr
patronage.
The Hole in the Wall, with Alice Lak
— Pleased. Lake popular here, ai
Metro has given her some good picturi
— G. W. Yeaton, Ioka theatre, ExU
N. H. — Neighborhood patronage.
The Silver Lining, with Jewel Carmc
— Excellent picture, which took well at
pleased a big business. — William Nobl
Criterion theatre, Oklahoma City, Okl
— General patronage.
Paramount
White Oak, with William S. Hart.
First Hart picture ever played in o
theatre, because we always were afrai
on account of seeming antipathy t<
wards Westerns. Lo and behold, tl
ope went over with a bang, and did
corking good business for three days. /
[ay 6, 1922
EXHIBITORS HERALD
73
picture, White Oak is a thriller that
minds me of the days when 101 Bisons
id the famous Kay-Bee were all the
ge. Nevertheless, it seemed to please,
id what is more, it created no adverse
>mments. And in the end, it got the
>ugh. — Fred S. Meyer, Palace theatre,
amilton, O. — High class family pat-
nage.
Fool's Paradise, a Cecil B. DeMille
oduction. — Fine. It has everything in
and sent 99 percent home satisfied,
ain kept down business, but with a fair
eak in weather this should get busi-
es any place. — Raymond Gear, May-
iwer theatre, Florence, Kan. — General
tronage.
The Cradle, with Ethel Clayton. — As
>od a picture as we need. All the play-
s were good and the play is very much
■pealing. — J. Carbonell, Monroe theatre,
ey West, Fla. — Neighborhood patron-
;e.
Moran of the Lady Letty, with Doro-
y Dalton and Rodolph Valentino. —
ay up Valentino as well as Dalton and
>u will bring the women in. You know
orothy always gets the men. — Minnie
ikins, Royal theatre, Nowata, Okla. —
eighborhood patronage.
Get-Rich-Quick Wallingford, a Cosmo-
ilitan production. — If you want some-
ing different, book this. Gave excellent
tisfaction here. Had to do a lot of
vertising. Did not raise admission. —
appy Hour theatre, Cresson, Pa. —
nail town patronage.
Exit the Vamp, with Ethel Clayton.
Pleased at least nine-tenths of my pa-
Mis, which is unusual. The best liked
any of Ethel Clayton's pictures we
ve run. Especially well liked by the
mien. — J. H. Talbert, Legion theatre,
orwich, Kans. — Small town patronage.
Moran of the Lady Letty, with Doro-
y Dalton and Rodolph Valentino. —
ilentino is supposed to be popular
re; at least we thought he was, until
; "played this one. It's hard to figure
lat they want nowadays. The Shiek
ocks 'em silly; The Conquering Power
Us flat, and this one does the same,
hich prompts me to ask some exhib-
>rs: "You dope 'em, I give it up." We
ay outguess them once in a great
lile. Then, just when we think that
: know what they want — Bingo! As a
:ture Moran of the Lady Letty is pro-
am stuff — not a special. We bought it
the assumption that Valentino would
ing us out. Good night shirt, if Be-
nd The Rocks doesn't bring them out
ain. It's a great life, if you don't
•aken. — Fred S. Meyer, Palace theatre,
imilton, O. — High class family pat-
nage.
Fool's Paradise, a Cecil B. DeMille
iDduction. — A wonderful picture and a
;eat puller. A picture that makes you
pud to run. — Luna theatre, Brooklyn,
Y. — Neighborhood patronage.
The Little Minister, with Betty Comp-
i. — If you have an intelligent class of
ltrons give them this one. They liked
i lere, at an increased admission. — G. W.
aton, Ioka theatre, Exeter, N. H.—
ighborhood patronage.
Enchantment, with Marion Davies. —
• splendid production, suitable and a
l asure for all ages. Good clean pic-
jfe. — S. I. Goodwin, Royal theatre,
'hi, Utah. — General patronage.
3ack Pay, a Cosmopolitan production.
-~ast is not noted, but you will find it
i easy picture for "stunt" advertising
< 1 that never fails to increase the re-
< pts— Minnie Eakins, Royal theatre,
• wata, Okla. — Neighborhood patron-
my patrons. The other 25 percent can-
not see anything but a western or thrill-
ing action picture. Real brains behind
the making of The Little Minister. Ev-
ery detail authentic and the star is adora-
ble in her characterization. — J. H. Tal-
bert, Legion theatre, Norwich, Kans. —
Small town patronage.
Ladies Must Live, with a special cast.
— Absolutely impossible for any theatre
excepting Capitol, N. Y., and that type.
People leave the theatre and wonder
what it was all about. I tried to make
them come in to see it from the start,
but it takes persons with a mind much
more intelligent tjian Griffith credits
your audience and mine with (and D. W.
is right; don't kid yourself). In my
monthly advance review, I told my pa-
trons what to expect. The picture lived
up to my prediction, to the effect that
the only thing "special" about it was the
price we paid Paramount. — Fred S.
Meyer, Palace theatre, Hamilton, O. —
High class family patronage.
Don't Tell Everything, a Cecil B. De
Mille production. — Not a big one, but a
very good entertainment. — Raymond
Gear, Mayflower theatre, Florence, Kan.
— General patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — This is sure a win-
ner. Played to the best Sunday and
Monday business in over a year. The
exhibitor who cannot make money on
pictures like this had better get out of
the show business. Drew more money
than The Old Nest.— L. R. Creason,
Palace theatre, Eufaula, Okla. — Small
town patronage.
The Great Moment, with Gloria Swan-
son. — A fine picture, but we paid too
much for it. Did not enable us to make
any money. Audience pleased and Gloria
Swanson's popularity is securely estab-
lished.— J. H. Talbert, Legion theatre,
Norwich, Kans. — Small town patronage.
The Little Minister, with Betty Comp-
son. — Good in every respect, in my per-
sonal opinion. A 100 per cent picture,
but it only appealed to a certain class
of people in my neighborhood. Business
fair with it. Pleased about 70 per cent.
— R. Navary, Liberty theatre, Verona,
Pa. — Neighborhood patronage.
Boomerang Bill, with Lionel Barry-
more. — Very fine picture, but failed to
draw. Good story in which Barrymore
does some mighty fine acting, but for
some reason or other, it did not get by.
Not the fault of the picture, which is a
pretty good offering. — Fred S. Meyer,
Palace theatre, Hamilton, O. — High class
family patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — Nothing remarkable
as a picture, but a sure business getter.
Will stand increased admission on ac-
count of the book. — G. W. Yeaton, Ioka
theatre, Exeter, N. H. — Neighborhood
patronage.
The Inside of the Cup, a Cosmopolitan
production. — Verily I say unto you, this
is some picture. It hits the nail on the
head. The only complaint I had was
from an old man who said our music
wasn't "jazzy" enough. — W. C. Allen,
Casino theatre, Antwerp, N. Y. — Neigh-
borhood patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — It is sure some pic-
ture, and goes over big. Book and
boost. And step on the gas. Nuff sed.
— J. W. Baird, Crystal theatre, Pattons-
burg, Mo. — Neighborhood patronage.
The 13th Commandment, with Ethel
Clayton. — Good picture marred by a kiss
and a clinch that resounded all over
town. Lots of protest by parents. Too
raw. — F. E. Sabin, Majestic theatre, Eu-
reka, Mont. — Neighborhood patronage.
Just Around the Corner, a Cosmopoli-
tan production. — Unquestionably a great
picture, but for some rea.-on or c'ner
failed to draw. Presented this as part of
big double program with Harold Lloyd,
advertised it extensively; show had all
ear marks of a knockout bill, and
should have gone over with a bang —
but, well, I'm still trying to find out
why we died after the second day. The
feature is all one could expect rind should
have a place in any high class theatre. —
Fred S. Meyer, Palace theatre, Hamil-
ton, O. — High class family patronage.
Cappy Ricks, with Thomas Meighan.—
Not like the stage play but as good a
picture. Fight scene rather slow. Storm
scene a thriller. Satisfied 75 per cent.—
S. I. Goodwin, Royal theatre, Lehi, Utah.
— General patronage.
Passing Through, with Douglas Mac-
Lean. — Picture that sent them all out
smiling in good humor. Just a clever
little comedy but it is there with the
entertainment value. — J. H. Talbert, Le-
gion theatre, Norwich, Kan. — Small town
patronage.
The Testing Block, with William S.
The Little Minister, with Betty Comp-
i— Absolutely pleased 75 percent of
CORINNE GRIFFITH and support in a scene from her forthcoming Vitagraph
feature, "A Virgin's Sacrifice."
74
EXHIBITORS HERALD
May 6, 1922
Hart. — Photography a little dark. Good
picture. Pleased 90 per cent. Hart a
good bet for us. — Baird and Teenar,
Waldo theatre, Union Star, Mo. — Small
town patronage.
The Rookie's Return, with Douglas
MaeLean. — Exceedingly well liked by the
majority of our patrons. The comedy
features were well handled. Doris May
and Frank Currier render excellent sup-
port.— Horn & Morgan, Star theatre. Hay
Springs, Neb. — Small town patronage.
Exit the Vamp, with Ethel Clayton.—
Patrons pronounced this a good show.
Star well liked here. Come again, Ethel.
— S. I. Goodwin, Royal theatre, Lehi,
Utah. — General patronage.
One Glorious Day, with Will Rogers.
— People liked this one. It's novel, but
one of the few novelties that is all right.
— Raymond Gear, Mayflower theatre,
Florence, Kan. — General patronage.
Behold My Wife, with a special cast. —
One of the best pictures Paramount
made last year. Although it is old it
will please 100 per cent and you should
run it, for it has quality. — Bert Norton.
Kozy theatre, Eureka, 111. — General pat-
ronage.
The White Circle, with a special cast.
—A poor picture for us. Nothing to it
except the scenery. — Chas. W. Lewis,
I. O. O. F. Hall, Grand Gorge, N. Y.—
General patronage.
The City of Masks, with Robert War-
wick.— It was worth the money to see
the big political boss as a butler to the
grand ladies when they played at being
nobility. A clever and different picture.
— R. Ross Riley, Wigwam theatre, Ober-
1 in , Kan. — Neighborhood patronage.
Counterfeit, with Elsie Ferguson. —
This was a very tame picture and my
patrons thought it the poorest shown in
some time. — Emprize theatre. Cedar
Springs, Mich. — Small town patronage.
The Golem, with a special cast. — Pa-
trons were disgusted at this monstrosity,
a foreign nightmare. If you want to
cripple your business, play this picture.
Pictures made in the U. S. A. suit us.
Why go to Europe? Dangerous Lies and
Beside the Bonnie Briar Bush, supposed
to be "English made." failed to please
SHOWMEN whose earn-
est support of this con-
structive department has
brought about its recognition
as the supreme authority on
picture values are solely re-
sponsible for the industry —
wide acclaim accorded its
prodigiously powerful off-
spring — "The Box Office
Record" — accepted through-
out filmdom as 'the Ilritannica
of the business.
our patrons. Lay off this imported stuff.
— S. E. Goodwin, Royal theatre, Lehi,
Utah. — General patronage.
The Woman in the Suitcase, with Enid
Bennett.— Many good comments from
patrons, but not fit for small children.
Fine for adults and a good lesson. —
Unique theatre, Bricelyn, Minn. — Neigh-
borhood patronage.
Beyond, with Ethel Clayton. — Com-
ment by patrons indicated this to be
above the average program picture. —
Raymond Gear, Mayflower theatre, Flor-
ence, Kan. — General patronage.
The Ghost in the Garret, with Doro-
thy Gish. — This proved to be one of the
most enjoyable comedy-dramas we have
had on the regular program. Kept ev-
eryone in a happy mood. — L. C. Farqu-
har, Opera house, Guide Rock, Neb. —
Family patronage.
Humoresque, with a special cast.- — One
of the best since The Miracle Man. Juice
off first night. Next night transmission
line went out at 8:4."). Showed Humor-
esque to 58 adults and 9 small sons.
Crowd? Oh, well, what's the use? — J.
W. Boatwright, Radio theatre, Ozark,
Mo. — Neighborhood patronage.
Flying Pat, with Dorothy Gish. — One
of the best I have had lately. It pleased
them all. Book this and you will not
feel bad when show is over. — W. T
Biggs, Unique theatre, Anita, la.
Scarlet Days, a D. W. Griffith produc-
tion.— Just a bit too long was the objec-
tion of most of our patrons to this Grif-
fith creation. Otherwise it was all right,
although not half as bloody as the title
suggests. Kids enjoyed it to the limit.
Ending just a bit disappointing to many
as they considered Barthelmess entitled
to a better reward. But it's Griffith's
way. — Harry M. Palmer, Liberty theatre,
Washington, Ind. — General patronage.
The False Road, with Enid Bennett.—
A very good picture which will please
your people. A little old, but it is O. K.
just the same. — Geo. C. Starkey, Opera
House, Montour Falls, N. Y. — Neighbor-
hood patronage.
Mary's Ankle, with Douglas MaeLean
and Doris May. — A good light comedy
play for entertainment. If title had
been "Mary's Sprained Ankle" I would
have made more money. Some afraid to
come. — Unique theatre, Bricelyn, Minn.
— Neighborhood patronage.
Too Much Speed, with Wallace Reid.
— Wallie Reid is a strong favorite here
but he came near losing the crown to
Theodore Roberts in this picture. Reid
always has strong support. You need
not worry about the cast when you buy a
Reid picture. Agnes Ayres is very good
in the leading feminine role. Give us
more Reids with Roberts in them. — Horn
& Morgan, Star theatre. Hay Springs.
Neb. — Small town patronage.
The Dancin' Fool, with Wallace Reid
— Boys, here is a picture that will not
only please, but if business has been a
little dull it might drive the blues away
Pleased all who saw it. — J. W. Boat-
wright, Radio theatre, Ozark, Mo.—
Neighborhood patronage.
Something to Think About, a Cecil de
Mille production. — Exploitation letters
from company to patrons, fine violin and
piano music, liberal advertising, drew
good crowd for these dull times. Glorir ,
Swanson. Elliot Dexter and Monte Blue
did splendid "acting. Drama heavy ant
sad, yet intensely interesting and pleasei
all. Very glad we booked it. — Phili|
Rand. Rex theatre, Salmon, Idaho.—
Small town patronage.
What's Your Husband Doing? witl
Douglas MaeLean and Doris May. — Ven
clever and entertaining. Book it am
boost it. — F. E. Sabin, Majestic theatrei
Kureka, Mont. — Neighborhood patron
age.
Thou Art the Man, with Robert War
wick. — A real program picture and it wil
please all ages — J. W. Baird. Crysta
theatre, Pattonsburg, Mo. — Neighborhooi
patronage.
The Woman in the Suitcase, with Eni'
Bennett. — Might be all right some place.'
Fell down here. Star good.— F. L. Free
■ran. Grand theatre. Lake City, Fla-
General patronage.
Alarm Clock Andy, with Charles Ra>
— Good. clever comedy-drama tha
pleased most of 'em. — Auditorium the
atrc, Carleton. Neb. — Small town patron
age.
John Petticoats, with William S. Har
— Hart doesn't show up at his best i
this style of story. Nevertheless
pleases the bunch.— McFarlin & Mello
Bijou theatre, Ray, N. D.— Neighborhoo
patronage.
A Full House, with Bryant Washburi
— A real No. 1 comedy drama and the
liked it, but a big rain and wind brok
up the show.— J. W. Baird. Crystal tht
atrc, Pattonsburg, Mo.— Neighborhooi
patronage.
Red Hot Dollars, with Charles Ray-
Patrons said a good show. Personal!
I thought I could have improved it ha
(ay b, 1922
EXHIBITORS HERALD
made it. The reconciliation of the
,o old men was too sudden. — Unique
eatre, Brictlyn, Minn. — Neighborhood
itronage.
. Pathe
The Sage Hen, an Edgar Lewis pro-
iction. — A good picture. Strong mother
peal. Made good at box office. — Chas.
urich, Ray theatre, Dickenson, N. D. —
L-ighborhood patronage.
Rio Grande, with a special cast. — A
ry ordinary picture. Story jumps all
er itself. — Geo. C. Starkey, Opera
ouse, Montcur Falls, X. Y. — Neighbor-
ed patronage.
A Beggar in Purple, an Edgar Lewis
oduction. — Good picture, should go
er anywhere. — J. W. Seibrand, Xew
and theatre, Xorthwood, X. D. —
iighborhood patronage.
R-C Pictures
Beyond the Rainbow, with a special
st. — This one drew good crowds for a
;ek and met with general satisfaction
the part of patrons. — -Samuel Hart!-
, Liberty theatre, Kansas City, Mo.--
ansient patronage.
The Lure of Jade, with Pauline Fred-
Ick. — Just a fair picture. Frederick
• ce was a great favorite but somehow
other got lost in the shuffle. The
ire of Jade is an average picture with
rather conventional plot. Very ordi-
ry business for three days. — Fred S.
ever, Palace theatre, Hamilton, O. —
igh class family patronage.
Cold Steel, with J. P. McGown — Good,
.trons well pleased.— A. J. Steggall.
lera House, Fayette, la. — College town
tronage.
Salvage, with Pauline Frederick. — An
cellent production in the usual Pauline
cderick manner. — Giacoma Bros., Cry-
il theatre, Tombstone. Ariz. — General
tronage.
Boy Crazy, with Doris May. — Not
rich to it and consider it only a 50-50
Hire. — Raymond Gear. Mayflower the-
■e, Florence, Kan. — General patronage.
Seven Years Bad Luck, with Max
nder. — This comedy feature is a little
ort of what it is advertised to be, "The
miest five reel comedy ever screened."
LULINE STARKE, star of the Vita-
;raph special production, "My Wild
nsh Rose."
but it is a good one at that. Our serial
crowd thoroughly enjoyed it. So did we.
Also the U. S. coin it brought our way.
— William H. Creal, Suburban theatre,
Omaha, Neb. — Neighborhood patronage.
At the Stage Door, with a special cast.
— We put this on with a Spring Style
Show and it went over very big for three
days. A picture that will stand on its
merit. I think Metro has a fine bet in
Billy Dove, the new star of At the Stage
Door. — Fred S. Meyer, Palace thea.tre,
Hamilton, O. — High class familv patron-
age.
Realart
First Love, with Constance Binnev. —
Best Realart to date and very timely, for
in this time of depression many voung
men are accepting money from the fairer
sex. Shame on them. — Crosby Bros.,
Lily theatre, Buffalo, N. Y. — Neighbor-
hood patronage.
A Heart to Let, with Justine Johnstone.
— I like to have passed up one of the best
pictures in the entire lot of Realarts.
I must have heard a dozen favorable
comments on this one and it must be
sood.— W. E. Elkin. Temple theatre,
Aberdeen, Miss. — Neighborhood patron-
age.
Something Different, with Constance
Binney. — A dandy program picture. A
little costume stuff but not enough to
bore your patrons. — J. F. Rees, Regal
theatre, Wellsville, Mo.— Neighborhood
patronage.
Oh Lady, Lady, with Bebe Daniels —
Can't say much for it other than it will
pass as a program picture. Not the
comedy we expected. No business.
Rained out. — G. F. Rediske, Star theatre,
Kyegate. Mont. — Small town patronage.
The Case of Becky, with Constance
Binney. — This picture is weird. Some
did not like the "two personality" fea-
ture but admitted it was a strong picture
very ably played by Miss Binney. Pho-
tography very good but this is always
true of Realart pictures. — Horn & Mor-
gan, Star theatre, Hay Springs, Neb. —
Small town patronage.
A Kiss in Time, with Wanda Hawley.
— Just like all the balance of Realart pic-
tures. Good. — W. E. Elkin, Temple the-
atre, Aberdeen, Miss. — Xeighborhood
patronage.
Miss Hobbs, with Wanda Hawley. — A
good little corned v, and thev sure en-
joyed it. Book it.— J. W. Baird, Cry-
stal theatre, Pattonsburg, Mo. — Neigh-
borhood patronage.
Her First Elopement, with Wanda
Hawley. — Pretty light. Put this on with
Chaplin in The Idle Class, and he ran
away with the show. Pretty good busi-
ness. Had ten piece band — G. F. Redi-
ske, Star theatre, Ryegate, Mont. — Small
town patronage.
Selznick
Shadows of the Sea, with Conway
Tcarle. — A very good picture indeed.
Pleased those that saw it. — W. E. Elkin,
Temple theatre. Aberdeen, Miss. — Xeigh-
borhood patronage.
Who Am I? with a special cast. — An
elaborate production but nothing much
as a story to attract. Xo particular star
but gets over where they come anyway.
— Ben L. Morris. Olympic theatre, Bel-
laire, O. — General patronage.
The Palace of Darkened Windows,
with a special cast. — This is a very good
picture. Taken from a popular novel.
Advertise the book. — Charles Hurich,
Ray theatre, Dickenson, X. D. — Xeigh-
borhood patronige.
Everybody's Sweetheart, with Olive
Thomas. — Old. but a dandy good show.
Lots of praise from my patrons and they
don't usually say much about the shows.
—J. W. Truliinger, Lyric theatre, Clarks.
Xeb. — Xeighborhood patronage.
Ghosts of Yesterday, with Norma Tal-
madge. — While this one is a reissue, it's
much better than a lot of this star's new
pictures. I had many good compli-
ments on this picture. Star Well liked
here. — C. H. Simpson, Princess theatre.
Millen, Ga. — General patronage.
The Man of Stone, with Conway
Tearle. — A splendid subject that every-
one enjoyed. Something on the order
of The Sheik. Of course, not as good,
but will certainly please. — W. E. Elkin,
Temple theatre, Aberdeen, Miss. — Xeigh-
borhood patronage.
Footlights and Shadows, with Olive
Thomas. — A good program picture. Will
please where she is a favorite. — Clarence
W. Langacher, Xew Glarus theatre, New
Glarus, Wis.
Just Outside the Door, with Edith Hal-
lor. — They sat through a rain in our
airdome to see this one. — C. T. Metcalf.
Opera House, Greenfield, 111. — Small
town patronage.
The Last Door, with Eugene O'Brien.
— Story interesting and well produced. —
C. A. Jordan, Opera House, Cogswell.
N. D. — Small town patronage.
United Artists
Way Down East, a D. W. Griffith
production. — Second showing in town:
first time at popular prices. Accord-
ing to Hoylc we should have cleaned up.
Instead the Lenten season and five con-
secutive days of rain cleaned us. So
you never can tell from where you sit. —
Fred S. Meyer, Palace theatre, Hamil-
ton, O. — High class family patronage.
The Nut, with Douglas Fairbanks. —
Not his best but a good picture. — Eugene
Saunders, Saunders theatre, Harvard.
111. — General patronage.
Way Down East, a D. W. Griffith pro-
duction.— Great in every respect. Al-
lured the audience into enthusiastic ex-
pression of approval. Set new morale
for prevailing business depression. — F..
W. Werner, Warwick theatre, Kansas
City, Mo. — Neighborhood patronage.
Dream Street, a D. W. Griffith pro-
VERA GORDON in the Warner Bros,
production, "Your Best Friend," which
is declared to be a delightfully human
and entertaining picture.
76
EXHIBITORS HERALD
May 6, 1922
A scene from "Lonesome Corners," an Edgar Jones production for publication by
Playgoers Pictures.
duction. — You would think that an old
head in the industry like myself would by
now have reached the stage of the game
where nothing, absolutely nothing, that
the public might say or do, would create
any genuine surprise. But as we live we
learn; I am frank to admit that m my
entire career no picture ever went "over
their heads" like Dream Street. The best
comment received was "it's different."
Some said it was the worst they ever saw,
that we ought to be ashamed to show a
picture like this, etc. Aside from the
fact that the engagement was by far the
most disappointing one I ever had — fi-
nancially and every other way — here's
my personal opinion, if that will do you
any good: Dream Street is one of the
finest pictures of the season. I think if
I had raised the admission they would
have appreciated it, but as it was, let us
exhibitors refrain from saying, "Barnum
was right." Instead, substitute "Griffith
knows what exhibitors want." (P. S. If
he does, why does he make highbrow pic-
tures like Dream Street? 1 am rather
c2k.) — Fred S. Meyer, Palace theatre,
Hamilton, O. — High class family patron-
age.
Universal
Foolish Wives, an Eric von Stroheim
production. — Went after this one like a
circus and smashed every record in the
history of the house on opening day.
Prices raised to dollar top, taxes extra.
Had a line all day. Held over for second
consecutive week. Established a city
record since The Birth of a Nation. Busi-
ness fell off during second week, how-
ever. Comment was divided on story
but everyone agreed it is a wonderful
production. Used sHdes, trailer, 500
one-sheets. 15 28-shect stands, 12.000 her-
alds, 400 inches of display ads in news-
papers. Received 300 inches of free
publicity and cuts.
Put the picture on with special effects,
lighting, etc. Had several men from the
lire department work the effects for the
fire scene. Got a big story on this. Had
two men from police department escort
mc to the l),mk with the first day's re-
ceipts. Got a special story on this, also.
Had Dale Fuller for personal appear-
ance. Big special story. The cam-
paign created a big sensation and brought
results Took advantage of everything.
I am tired but happy. — Frank I.. Browne,
Liberty theatre, Long Beach, Cal. — Gen-
eral patronage.
No Woman Knows, with a special cast.
— In our opinion this is just an average
production, and we have seen many Uni-
versal program pictures that we thought
much better. However, we do not wish
to set our opinion up against the major-
ity, and if the rest of you exhibitors say
it is better than ordinary we will let it
go at that. — William H. Creal, Suburban
theatre, Omaha, Neb. — Neighborhood
patronage.
Go Straight, with Frank Mayo. — Good
picture. Mayo there with the action.
Playing Universal special attractions with
Winners of the West. A good paying
program. Winners of the West holding
up good. — F. E. Sabin, Majestic theatre,
Eureka, Mont. — Neighborhood patron-
age.
The Fire Eater, with Hoot Gibson.—
We believe that Hoot Gibson's pictures
are as good as any on the market of that
kind.— Eugene Saunders, Saunders the-
atre, Harvard, 111. — General patronage.
The Fox, with Harry Care}'. — Starts
slow and uses up about half of film to
get going. Plenty of action from then
on. A good Western. — S. I. Goodwin,
Royal theatre, Lehi, Utah. — General pat-
ronage.
Cheated Hearts, with Herbert Rawlin-
son. — Just a fair program picture. Pleased
about 50 per cent. — C. H. Simpson, Prin-
cess theatre, Millen, Ga. — General patron-
age.
The Fox, with Harry Carey. — One of
the best Western plays we have had in a
long time. And it pleased others as well
as the strictly Western fans.- — Raymond
Gear, Mayflower theatre, Florence, Kan.
— General patronage.
Across the Deadline, with Frank Mayo.
— Pleased, as have all the Univcrsals this
year. — G. W. Yeaton. Ioka theatre, Exe-
ter. N. H. — Neighborhood patronage.
The Bear Cat, with Hoot Gibson.—
First class western and our patrons
seemed to enjoy it, but his pictures do
not draw for us as they should. — Win. II.
Creal, Suburban theatre. Omaha, Neb. —
Neighborhood patronage.
Outside the Law, with Priscilla Dean.
— A good crook picture. Splendid act-
ing. Difference of opinon but gave good
satisfaction generally.— Unique theatre.
Bricelyn, Minn. — Neighborhood patron-
age.
Danger Ahead, with Mary Philbin.
Good. Several comments on it. Per-
sonally think pictures like this one could
be made better if they had two more
reels to work on. Universals are get-
ting better.— J. W. Boatwright, Radio
theatre, Ozark, Mo. — Neighborhood pat-
ronage.
THE MILLIONAIRE, with
Herbert Rawlinsoru — A bill poster
for the Hillman Stock Company
came along as I was putting out
the paper and said, "I used to play
with Rawlinson in stock in 1902.
He played 'Faust.' Guess I better
see him tonight." Well, if he did
he saw a good one. This boy is a
good bet.— R. Ross Riley, Wigwam
theatre, Oberlin, Kan.
Luring Lips, with a special cast.— I
have never shown a better picture than
Luring Lips. It made a bigger hit with
my patrons than The Sheik, which I ran
a couple of days previous.— Jack McCar-
ty, Lyric theatre, Idabel, Okla.— General
patronage.
Moonlight Follies, with Marie Prevost.
—This one went over with a bang. Star
is clever and the picture made a hit. Bet-
ter than lots of so-called "super-pictures."
— W. C. Allen, Casino theatre, Antwerp.
N. Y. — Neighborhood patronage.
Wolves of the North, with Eva No-
vak.— Did not satisfy our patrons. — Some
beautiful scenery but that was about all.
— W. H. Goodroad, Strand theatre, War-
ren, Minn. — Neighborhood patronage.
Society Secrets, with Eva Novak.—
More praise on this than any show I
have used for a long time. No food for
censors in this one. Am hoping we can
get more like it— J. W. Trullinger, Lyric
theatre, Clarks, Neb. — Neighborhood
patronage.
Conflict, with Priscilla Dean— One of
the big ones. — Eugene Saunders, Saun-
ders theatre, Harvard, III. — General pat-
ronage.
Once to Every Woman, with Dorothy
Phillips. — Did good business on this pic-
ture. Advertised Rodolph Valentino as
support of Dorothy Phillips. Presented
it as a program picture and since they
did not come expecting anything won-
derful patrons were all pleased.— J. H.
Talbcrt, Legion theatre, Norwich. Kan.
— Small town patronage.
The Wallop, with Harry Carey.— Verj
good and drew an unusually large Satur-
day night crowd. — J. F. Rees, Regal the-
atre, Wellsville, Mo. — Neighborhood pat-
ronage.
A Daughter of the Law, with Carme
Myers. — The story in this picture is ven
good and holds the interest all the wa>
through. It is not a picture to rav<
about, but will get by as a good pro
gram feature. — Horn & Morgan. Stai
theatre. Hay Springs, Neb. — Small towt
patronage.
Hearts Up, with Harry Carey.— I hivi
had this booked to me for a year, bu
was always substituted. It was no goo<
for me. They want Harry Carey ii
Westerns here. — W. T. Biggs, Uniqu
theatre, Anita la.
Luring Lips, with Fdith Roberts-
Good program picture. Should get b
any place. — J. W. Boatwright, Radio the
atre, Ozark, Mo.
All Dolled Up, with Gladys Walton-
Good program picture. Better than
great manv features costing twice a
much — W. H. Goodroad, Strand theatn
Warren, Minn. — Neighborhood patron
age.
Action, with Hoot Gibson.— The tit'
tells the story. There are some goo
thrills and the hound dog helps out fo
Jay 6, 1922
EXHIBITORS HERALD
ome of the comedy. Should go over
;ood with western fans. — J. F. Rees, Re-
:al theatre. Wellsville, Mo. — Neighbor-
iood patronage.
Pink Tights, with Gladys Walton. —
Dne of Universal's old ones. Quite a
Dt cut out, but satisfied. — A. J. Steggall,
)pera House, Fayette, la. — College town
atronage.
Vitagraph
Flower of the North, with a special
ast — While there is considerable simi-
irity in Curwood pictures, most of them
re good and we believe this is one of the
est. — Fahrney & Elson. Electric theatre,
urtis. Xeb. — Small town patronage.
BLACK BEAUTY, with Jean
Paige. — This children's classic of
the screen, although old, had never
been shown in our house, so we did
not wish to be the only theatre in
the United States not to exhibit it.
When a few of we older ones see
one like this we regret the passing
of these friends of mankind. We
think back to the days when we
used to see the grocery boys and
other speed maniacs running their
horses down the streets. Now the
same class of youngsters take their
revenge out on the tin lizzies. By
the way, this picture contains the
best horse race we have ever seen
in motion pictures. — William H.
Creal, Suburban theatre, Omaha,
Neb.
The Son of Wallingford, with a special
ast. — A good picture well acted. Good
lirection but no drawing power. Bum
biz." — Raymond G. Frankel. Lubin the-
.tre, Cincinnati, O. — Transient patron-
ge.
The Little Minister, with Alice Cal-
loun. — Very good. Boy extraordinary.
>Iiss Calhoun sure there with the goods.
Jur patrons said ''Give us more as good
s. this one." — A. J. Steggall, Opera
-louse. Fayette, la. — College town pat-
onage.
The Prey, with Alice Joyce. — Nothing
o rave over. I have seen her in many
letter pictures than this one. — C. H.
iimpson. Princess theatre, Millen, Ga. —
General patronage.
Single Track, with Corinne Griffith. —
ust a fair program picture. Corinne
iriffith no puller for me. — C. G. Gupton.
'LMA RUBENS and Harrison Ford in a
dramatic moment from "Find the
Woman," a Cosmopolitan production
distributed by Paramount.
Auditorium theatre, Oxford, Neb. —
Neighborhood patronage.
The Little Minister, with Alice Cal-
houn.— It was called a special and it is,
and more. Pleased all classes. — Eugene
Saunders, Saunders theatre, Harvard,
111. — General patronage.
Steelheart, w ith William Duncan. — The
best Duncan picture so far. Plenty of
action. Just the kind all Americans love
to see. Duncan is considered one of our
most popular male stars. — W. E. Elkin,
Temple theatre, Aberdeen, Miss. — Neigh-
borhood patronage.
The Silver Car, with Earle Williams.
— \ ery good picture w hich should please.
Didn't draw here. Vitagraphs never
seem to draw here for some reason but
still they give you good pictures. I
don't know what's the matter. — A. E.
Rogers, Temple theatre. Dexter, N. Y. —
Neighborhood patronage.
The Silver Car, with Earle Williams. —
This pleased all who saw it, although
Earle Williams does not take very good
here. Good picture. — Charles Hurich.
Ray theatre. Dickenson, N. D.— Neigh-
borhood patronage.
Steelheart, with William Duncan. — A
dandy picture. Boys, it's sure to please
your patrons. — Eugene Saunders. Saun-
ders theatre, Harvard, 111. — General pat-
ronage.
The Secret of the Hills, with Antonio
Moreno. — A splendid program picture
that pleased all. I had several comments
stating that they liked this type of pic-
ture.— W. E. Elkin, Temple theatre.
Aberdeen, Miss. — Neighborhood patron-
age.
Single Track, with Corinne Griffith.—
Have run many so-called specials that
were not as good as this. — Fahrney &
Elson. Electric theatre. Curtis. Neb. — -
Small town patronage.
Wid Gunning, Inc.
Alias Phil Kennedy, with a special cast.
— For a western this was a knockout.
Had a very good plot and it was well
acted. Fair, business. — Raymond G.
Frankel, Colonial theatre, Cincinnati, O.
— Transient patronage.
What Do Men Want, with a special
cast. — A picture up to the standard of
Lois Weber. Pleased 75 per cent or
better. — Raymond Gear. Mayflower the-
atre, Florence. Kan. — General patronage.
The Blot, with a special cast. — An en-
tertaining picture with a small amount of
propaganda which can be used to advan-
tage by the exhibitor in hooking up with
the local school teachers for which it
campaigns. — Harold F. Wendt. Rivoli
theatre, Defiance, Ohio. — General pat-
ronage.
What Do Men Want? with a special
cast. — One of Lois Weber's best pictures,
is our opinion. — Eugene Saunders. Saun-
ders theatre, Harvard, 111. — General pat-
ronage.
The Blonde Vampire, with a special
cast. — Very good picture. Poor direc-
tion. No outstanding feature to this
picture except the lobby paper which was
very attractive. — Raymond G. Frankel.
Lubin theatre, Cincinnati. O. — Transient
patronage.
State Rights
Taking Chances (Goldstone). with
Richard Talmadge. — Very good. Dick's
second and it's much better than his
first. — Luna theatre, Brooklyn. N. Y.—
Neighborhood patronage.
Why Girls Leave Home (Warner
Bros.), with Anna Q. Nilsson. — A splen-
did production but ceminly failed to
draw. I don't understand why as the
RICHARD HEADRICK, whose chubby
smile shines through the Mayer-Stahl
productions distributed by First Na-
tional.
title is most wonderful. I took advan-
tage of this title and charged 20 and 40
cents. Possibly this kept them away. —
W. E. Elkin. Temple theatre, Aberdeen,
Miss. — Neighborhood patronage.
God's Country and the Law (Arrow),
with a special cast* — This would have
been a very good picture if it had a well
selected cast. However I believe you
can get by with it as I did for a short
run. It is fair. — R. Xavary. Liberty the-
atre, Verona, Pa. — Neighborhood patron-
age.
Skyfire (Pinnacle), with Neal Hart. —
Sure had a swell picture of the Northern
Lights in this one, and the big fight was
worth the money. Hart is a good look-
er and a good fighter. Mounted police
pictures go well for us. — R. Ross Riley.
Wigwam theatre, Oberlin, Kan. — Neigh-
borhood patronage.
Blue Blazes (Western Pictures Exploi-
tation), with Lester Cuneo. — A real hon-
est-to-goodness Western. One I am
glad I played. — Eugene Saunders, Saun-
ders theatre, Harvard, 111. — General pat-
ronage.
A Child for Sale (Graphic), with a
special cast. — Pleased but few. Just an
ordinary' program picture. A wonderful
title to exploit, but don't take advantage
of it. — J. F. Rees. Regal theatre. Wells-
ville, Mo. — Neighborhood patronage.
Charge It (Equity), with Clara Kim-
ball Young. — Very good.- — Giacoma Bros..
Crystal theatre. Tombstone. Ariz. — Gen-
era! patronage.
Heart of the North (Brandt Davis),
with Roy Stewart. — A satisfactory pro-
gram picture of the North. — Raymond
Gear, Mayflower theatre, Florence, Kan.
— General patronage.
Cupid's Brand (Arrow), with Jack
Hoxie. — Fine. We are always pleased
to show him as he draws good for west-
ern crowds. — Lewis & Brisco, Princess
theatre. Elwood. Ind. — General patron-
age.
Kazan (Davis), with Jane Novak. —
While it is a good James Oliver Curwood
story we can't agree with the press stuff
that states it is "Curwood's greatest." Be-
lieve Nomads of the North is better but
Kazan will please those who like pic-
tures of this type and there are a great
many who like such pictures. — T. H.
Smith. Princess theatre. Colchester, 111. —
Neighborhood patronage.
Up in Mary's Attic (Fine Arts), with
78
EXHIBIT O R S HERA L D
May 6, 1922
Eva Novak. — Brought this back for re-
peat and did a nice business. — Lewis &
Brisco, Princess theatre, Elwood, Ind. —
General patronage.
From the Manger to the Cross ( Kleine),
with a special cast. — An exceedingly fine
picture for its kind. Had many favor-
able comments. Charged no admission
at the door and filled the house. Took col-
lection to pay expenses and had about
$10 left after expenses were paid. This
kind of picture should be used every once
in a while and will uplift the theatre. —
Horn & Morgan, Star theatre, Hay
Springs, Neb — Small town patronage.
From the Manger to the Cross (Kleine),
with a special cast. — Ran this Good
Thursday and Friday to average busi-
ness.— Luna theatre, Brooklyn, N. V. —
Neighborhood patronage.
The Birth of a Nation (D. W. G.), a
I). W. Griffith production. — Played three
days return date to capacity business,
and have it booked for another three
days soon. If you want to clean up
grab "The Birth." It'll still get 'em in. —
Harold M. Schoonover, Mazda theatre,
Aurora, Neb. — Small town patronage.
The Birth of a Nation (D. W. G.), a
D. W. Griffith production. — The old orig-
inal D. W. G. production. Played at 25
cents and 10 cents for two days and
matinee to good business. Tied up with
the schools. — S. I. Goodwin, Royal the-
atre, Lehi, Utah. — General patronage.
Serials
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — We are on
the sixth episode and holding up fine.
The kids are wild about the animals and
this one has plenty of 'em. — W. E. Elkin,
Temple theatre, Aberdeen, Miss. — Neigh-
borhood patronage.
Winners of the West (Universal), with
Art Acord. — Last night we used the
17th episode. It was rainy and bad un-
der foot. Yet we showed to one ot the
best mid-week crowds we have had for
some time. The serial undoubtedly did
it. We are looking for' a very large
crowd next week. This serial has stood
up very good and we have not heard one
serious complaint. — Horn & Morgan, Star
theatre, Hay Springs, Neb. — Small town
patronage.
Short Subjects
Fool Days (Fox), with Al St. John. —
Just another one of those laugh makers
of Al St. John. A splendid comedy that
everyone enjoyed. — W. E. Elkin, Temple
theatre, Aberdeen, Miss. — Neighborhood
patronage.
Country Chickens (Educational), with
Louise Fazenda. — A corking good rural
comedy with plenty of laughs through
new stuff. — Harold F. Wendt, Rivoli
theatre, Defiance, Ohio. — General patron-
age.
The Grocery Clerk (Vitagraph), with
Larry Semon. — Are you using Semon
comedies? If not, order Grocery Clerk
(you can buy them single) and you will
give dates for the rest just as fast as you
find room for them. — Fahrney & Elson,
Electric theatre, Curtis, Neb. — Small
town patronage.
The Idle Class (F. N.), with Charlie
Chaplin. — A whole lot better than his
last two. Drew more business than The
Kid. Put this on with ten-piece band
and satisfied them all. — G. F. Rediske,
Star theatre, Ryegate, Mont. — Small town
patronage.
The Love Egg (Educational), with
Louise Fazenda. — There is plenty of orig-
inal clowning in this comedy and ii
should prove sure fire with most audi
ences. — Harold Wendt, Rivoli theatre
Defi ance, Ohio. — General patronage.
The Sailor (Fox), with Clyde Cook-
Have had better ones than this wit!
same star, but he is good anyway.— R
Navary, Liberty theatre, Verona, Pa.-
Neighborhood patronage.
The Dumb Bell (Universal), with Har
ry Sweet. — Another comedian who think
it's funny to fall down and look stupid
Too many of this kind. He is a rea
dumb bell when it comes to bringim
laughs. This one is positively stupid-
Ben L. Morris, Olympic theatre, Bel
laire, O. — General patronage.
Straphangers (Universal), with Let
Moran. — Ran this comedy two day-
Went good. Something different. — Wn
Thacher, Royal theatre, Salina, Kan.
Snooky's Twin Troubles (Feck:
with a special cast. — Snooky comedie
are very popular with our patrons an
alwavs go over big. This one is un
usually good.- — Harold Wendt, Rivoli the
atre. Defiance, Ohio. — General patron
age.
The Paleface (F. N.), with Buste
Keaton. — Fairly good comedy but not!
ing to rave about. Far below the stand
ard he set with The Boat and The Pla>
house. — Harold M. Schoonover, Mazd
theatre, Aurora, Neb. — Small town pai
ronage.
Bright Eyes (F. N.), with Ben Turpii
— Turpin comedies go over fairly we
with our patrons, but this one is hardl
up to the standard put out by that sta
The fact that this picture is only med
ocre is not a fault of Turpin's but tr
fact that there is so little action in tr
Now booking for So. 111., including — Pike — Scott — Sangamon — Christian — Shelb
—Douglas — and all counties So. thereof in So. 111., Macon — Howard — Cooper — Morgan-
Laclede — Wright — Douglas — Ozark and all counties East thereof in Eastern Mc
A SERIES OF FIFTEEN COMPLETE TWO REEL FEATURE
THE ADVENTURES OF
SHERLOCK HOLMES
THE MOST WIDELY READ TALES OF MYSTERY
EVER ADAPTED TO THE SCREE!
DISTRIBUTED THROUGH
INDEPENDENT FILM CO. OF MO.
3317 OLIVE STREET ST. LOUIS, MO.
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[ay 0, 1922
EXHIBITORS HERALD
79
ot. — Harold Wendt, Kivoli theatre, De-
«nce, Ohio. — General patronage.
The White Rider (Masterpiece), with
>e Moore. — A crackerjack Western,
oore is a good actor and Miss Sedge-
ick a pretty girl. A good combina-
>n for wotern pictures. — R. Ross Riley,
igwam theatre, Oberlin, Kan. —
L-ighborhood patronage.
Oh Buddy (Educational), a Chris-
comedy. — A mighty fine comedy,
reen it for your local post of the
merican Legion and they will urge
ery ex-service man to come and see
Oh Buddy is something delightfully
ffcrent. — Fred S. Meyer, Palace the-
re, Hamilton, O. — High class family
tronage.
Sunless Sunday (Educational), with a
ccial cast. — Slapstick comedy with a
t of old gags and one sure fire stunt
at will bring the house down. A good
inpanion for a heavy feature. — Fred
Meyer, Palace theatre, Hamilton, O. —
igh class family patronage.
Circus Heroes (C. B. C). with Hall-
>om Boys. — Hallroom Boys comedies
e one of our best bets in the comedy
ic This one should go over big and
much different from the average. —
arold VVendt, Rivoli theatre, Defiance,
hio. — General patronage.
Sunless Sunday (Educational), with a
ecial cast.— This is not a comedy but
iiculous propaganda. We screened it
■ioTe the show and stuck it back in the
n — L. C. Farquhar, Opera House,
nide Rock. Neb. — Family patronage.
A Monkey Movie Hero (Universal),
ith Joe Martin. — This is awful. Hardly
laugh in it. Attempt to burlesque
ovic star hurts the profession. Above
e heads of patrons. Poorest Jewel I
ive ever seen. — Ben L. Morris, Temple
eatre. Bellaire, O. — General patronage.
Short and Snappy (Educational), a
hristie comedy. — Like its title, a peppy
mchy, humorous comedy that fits in
cely with most any feature. — Fred S.
eyer, Palace theatre, Hamilton, O. —
igh class family patronage.
Betty's Husband (Arrow), with Mu-
el Ostriche. — In my opinion this one
a series of comedies is the worst I
ive ever seen. Positively not a laugh,
■ as much as a snicker. — Harold Wendt,
ivoli theatre, Defiance, Ohio. — General
■itronage.
Sennett's Turpin Comedies (F. N.) —
ood original comedies. Mack still has
in him. We generally feature these
>medies as much as the main picture. —
arold M. Schoonovcr, Mazda theatre,
tirora, Neb. — Small town patronage.
After the Dough (C. B. C.), with Hall-
>om Boys. — Another of those ever pop-
ar Hallroom Boys comedies, with plen-
of action ;>nd full of laughs. Particu-
rly timely now, dealing with the meth-
ls used by bootleggers. — Harold
'endt, Rivoli theatre, Defiance, Ohio. —
eneral patronage.
The Leather Pushers (Universal), with
eginald Denny. — Our patrons arc fall-
g for these short subjects with a ven-
•ance. If you haven't tried them out
d advise you to look them over. — Wm.
. Creal, Suburban theatre, Omaha, Neb.
Neighborhood patronage.
Crowing Torchy (Educational), with
)hnny Hines. — Johnny's personal ap-
arancc here last year did not help his
>pularity to any extent. (M. P. News
ersonal Appearance Editor please note!)
omedy is all right for its kind, if they
ippen to like that kind. — Fred S. Meyer,
alace theatre, Hamilton, O.— High class
mily patronage.
Lloyd Reissues (Pathe), with Harold
loyd— Think these are about the best
pmedies on the market. They have the
?w Lloyds skinned a mile. Grab 'em,
Fellows. — Harold M. Schoonover, Maz-
da theatre, Aurora, Neb. — Small town
patronage.
On Patrol (F. N.), a Mack Sennett
comedy. — Undoubtedly one of the best
two reel program comedies we have ever
shown. Sennett took all sure fire hokum
that Lloyd, Keaton and Christie used;
he added a touch of Mermaid tonic,
sprinkled it with a little — very little —
original stuff, and brought about two
reels of real honest-to-God comedy. Play
this one without fail, and boost it. — Fred
S. Meyer, Palace theatre, Hamilton, O. —
High class family patronage.
Sketchografs (Educational) — We have
found these clever one reel subjects to
be the most popular novelty introduced
to screen fans in a long time. All of
them have pleased immensely so far. —
J. H. Talbert, Legion theatre, Norwich,
Kan. — Small town patronage.
The Pickaninny (Pathe), with Sun-
shine Sambo. — Clever little comedy;
where Lloyd is popular, his former side-
kick will please. Good little offering. —
Fred S. Meyer, Palace theatre, Hamil-
ton, O. — High class family patronage.
Jewel Monkey Comedies— Our pa-
trons are d'sgusted with these monkey
comedies. Wc find them distateful in
many ways and lacking in comedy all the
time. — Horn & Morgan, Star theatre,
Hay Springs, Neb. — Small town patron-
age.
Mutts (Universal), a Century comedy.
— A dog-gone good comedy; all dogs:
very clever; something delightfully dif-
ferent. Feature it as : uch. — Fred S.
Meyer, Palace theatre, Hamilton, O. —
High class family patronage.
Burlingham Travelogues. — These one
reel films arc well liked by my patrons
and make a good filler. Brothers, just
try them. — J. A. Weisbeck, Liberal the-
atre, Alden, N. Y. — Small town patron-
age.
Chester Comedies, with Snooky. —
Have run eight of these and they please
the children as well as most of the
older people. Snooky is real clever. —
L. C. Farquhar, Opera House, Guide
Rock, Neb.— Family patronage.
Urban Movie Chats (Hodkinson). offi-
cial reel of the M. P. T. O. A.— This is
the first of the series of Urban Movie
Chats of the M. P. T. O. A. that I have
used and in the several years that I have
been in this business I have never heard
and have never dreamed of hearing so
many patrons express their approval and
compliment me for such a good educa-
tional reel. I have used quite a few of
these short subjects, only to hear always
a few complaints from my patrons, and
I was compelled to discontinue them.
Urban Movie Chats took my patrons by
storm and I must stick with it. They will
not raise my price, even though I am
boosting it.
There is an introductory of about 100
words. Each one of them is worth to the
theatre owner surely 100 times what he
pays for the reel. At the end of this in-
troductory the audience applauded it as
if it was the greatest n^ws that the screen
has ever delivered to them. No one could
blame them. It is the greatest news that
the motion picture screens ever gave to
the public. Great stuff, brothers. Do not
fail'to use it, because you will do an in-
jury to yourself. — Rudolph Navary, Lib-
erty theatre, Verona, Pa.
The Greatest Achievement
in Theatre Organ Building
SMITH UNIT ORGAN CO.
Manufacturers of Hieh-Grade ELECTRO-
PNEUIWATIC PIPE ORGANS for
Theatre and Home.
413-419 W. ERIE ST. CHICAGO. ILL.
1
USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Pictures
Are Doing for Other Exhibitors
Fill in this blank now and send
to Exhibitors Herald, 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remarks
Title ...
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State ,. ...
80
EXHIBITORS HERALD
May 6, 192
T
RAVELING
NEBRASKA
THROUGH
With
H. E. NICHOLS
Alliance, Nebr. — J. E. Hughes will
open on May 1 a new 400-seat house,
costing, it is said, $15,000. J. E. is no
newcomer in the business as he is the
former manager of the Imperial of this
city.
* * *
Benson. — George H. McArdle has one
of the classiest suburban houses to be
found around these parts. George, who
has been in business three years, will in-
stall a new organ this Spring.
* * *
Wahoo. — That's where Fred Smith has
been running the Rex for sixteen years.
Fred states he has run every Universal
feature ever made except "Foolish
Wives." He is also a member of the
Executive Committee of the M. P. T.
O. of Nebraska. The Opera House
of this city is owned by Charles A. Swan-
son, a local banker and managed by
Charles Prokop. It is planned to redec-
orate and reseat this house this summer.
* * *
Cedar Bluffs.— William F. Nick, the
local guardian of Uncle Sam's mail bags,
is operating the Opera House two nights
a week. William believes in being up to
date and is installing a radio receiving
set and using mazda equipment.
* * *
Fremont. — The Empress had a fire
back stage March 6 but is now open for
business again. Roy B. Thomas sure has
swell projection in this house with two
new latest type Simplex machines
equipped with Cinephor lenses, and a
12x14 Gardiner Screen.
R. D. Wall, owner of the Wall Thea-
tre, claims to be the first owner of a
motion picture show in Nebraska. R. D.
is using the new Cinephor lenses dis-
tributed by Argus for this territory. The
garage adjoining the theatre is to be
changed into a modern ball room with
floor space of 30,000 square feet. Mr.
Wall plans to open the dance hall Mav 1.
* * *
Arlington. — The Fad, owned by Roy
B. Peterson will be remodeled this
Spring and a new machine installed. Roy
also owns and edits the "Review Herald"
the local scandal sheet.
* * *
Blair. — C. J. Robinson has recently
purchased a splendid location for the
new house he plans to build. C. J. states
that his Home theatre will do for a
while 'till business picks up. Edward J.,
his son, is the chief projectionist.
* * *
Herman. — The American Legion plans
to build a new home in this town and
H. L. Swan, manager of the Herman
theatre, states he has an option on same
for show purposes.
* * *
Craig. — E. N. Bovee, the popular gar-
age owner of this place, is rebuilding the
booth in his Craig Opera House. "Over
the Hill" just completed a very satis-
factory run.
* * *
Oakland. — H. A. Larson, who owns the
Majestic, is busy planning to enlarge his
theatre. The sons of Norway and Swe-
den are due for a treat May 2nd and 3rd
— Manager Larson has booked the new
five reel Svea Film "Yarmlandingarna"
starring Anna Q. Nilsson.
* * *
Hooper. — The Amusu has been re-
modeled and now presents a very invit-
ing appearance. N. E. Schaffer, a local
banker and his partner, W. E. Sanders,
are booking this house which will show
two nights a week at present.
* * *
Scribner. — His Honor, Mayor Boll, is
giving the local movie fans some fine
programs at the Crystal. A new roof
and stage settings have just been in-
stalled and it is planned to add a new
machine to the present equipment.
* * *
Snyder. — The Mars, a very neat house,
has been recently opened by Herbert
Engelbrecht and is running three nights
a week. Herbert is planning new light-
ing fixtures and stage setting for this
theatre.
* * *
Dodge. — Will E. Ylack, local county
assessor has taken over the Wilalto from
John Allison. Mr. Ylack is installing
some 18-inch I. L. G. fans for the sum-
mer months.
* * *
Howells. — Anton Janata has opened his
new Royal Theatre seating 300 and will
show: four nights a week.
* * *
Clarkson. — The Opera House seating
300 has been recently opened by E. R.
Makousky, a prominent merchant of this
city.
* * *
Leigh. — J. F. McKinley, the local pill
mixer, is now booking the Lyric. Danci
are being run in connection with picture
* * *
Humphrey. — The Lyric will be op<
for four nights a w:eek instead of two ;
in the past. A. R. Pytlik plans to rese.
and remodel this theatre.
* * *
Madison. — Oscar Boettner, for twel-
years owner of a theatre at Coleridge,
now running the Auditorium of th
place. Oscar had a tough time with h
opposition but now every thing is settir
pretty. Plans have been drawn to r
model and enlarge the Auditorium ar
a new Minusa screen has been hung.
* * *
Lindsay. — Roy J. Smith who books tl
Palm here states he will install Maz(
projection. Roy is sure making the n
tives sit up and take notice. Big it
tures are his specialty.
* * *
Newman Grove. — The local R. F. 1
carrier, William L. Douglas, states 1
will install new machines in his Strai
Theatre. William was formerly an e
hibitor at Clarks, Nebr.
* * *
Albion. — A big radio set is being i
stalled in the Rex and Marshall plai
to have it working next week. Th
house will only show two days a we(
during the summer months.
* * *
Omaha, Nebr. — Steve O'Brien ble
into Omaha the other morning on tl
C. G. W. and is now getting his mail
the local Select office. Manager O'Brit
was welcomed by B. F. Lyons, troub
shooter for the Select exchanges. H
side-kick, Claude Ezell, is worrying aloi
in some southern California town.
S. A. Westall arrived from Columln
Ohio, last week to take charge of tl
local Argus Enterprises branch. M
Westall comes well recommended as
technical projection engineer of abili
and in line with the Argus policy of gi
ing to exhibitors every help in equippn '
theatres.
L. James Winn, long the star salesm;
for the local First National Exchan;
has been promoted to Assistant Manag
to Mr. Alperson.
* * *
Fontenelle Features Film Company r
ports bookings heavy on that funny Cli
Sale feature "His Nibs." The reviv
of "Mickey" is also proving a clean-i
for the local "corn buskers."
* * *
George H. McCool reports a new stu
for serials. The Odd Fellows Lodge
Lincoln is showing "Winners of t
West" to their members on lodge nigli
* * *
A. M. Leitch, owner of the Royal
Melford, la., has leased the Star
Arnolds Park. Mr. Leitch is breakii
ground for a new 400-seat house at M'
ford.
EVERYTHING FOR THE MOVING PICTURE THEATRE
EXCLUSIVE AUTHORIZED DISTRIBUTORS
Simplex Projectors — Hy-Grade Display Frames
Ilg Theatre Ventilating Systems— TransVerteRs
National Carbons — Peerless Automatic Arc Controls
Minusa Gold Fibre Screens -National Ticket Selling Machines
ARGUS ENTERPRISES, Inc., 423 S. 15^ St, Omaha
21«t & Payne Avenue
CLEVELAND
1514 Welton Street
DENVER
132 E. 2nd South Street
SALT LAKE CITY
836 Olive Street
LOS ANGELES
THEATRE EQUIPMENT
Stores, Offices and
Your The atre
t is a practical thing tor the man
citemplating building a theatre to
ruire on stores in connection there-
\:h. and. possibly offices also. The
apwer of one prominent theatrical
s hitect is decidedly in the affirma-
t e.
Among the considerations he sets,
rth is the fact that the initial in-
1 stment in land must necessarily
I a large one to secure the choicest
cation. Every bit of this vaht-
le ground must be utilized to the
Uest extent. Then follows the
nstruction of the theatre with the
pense which it naturally involves,
ter the theatre has bten completed
ere are fixed items of running ex-
■nse, and in many instances, in-
rest on borrowed money to be
lid. This expense, where the thea-
e is without revenue-producing ad-
ricts, such as stores and offices
ust all be borne by the box office
•ceipts. In many instances this
>mes from only two shows nightly.
In towns where interruption to a
w of the principal industries would
ive a serious effect on attendance
it stores are especially valuable.
Theatre property is valuable for
isiness. When other stores are
osed at night the stores in a theatre
uilding are open. Good business
•cations and good theatre loca-
ons, he states, go hand-in-hand,
he theatre man, he declares, who
in provide his patrons a comfort-
ile, cozy and well ventilated
leatre, designed so that he can ob-
iin a good income from the build-
ig surrounding it will never have
i worrv.
Raze Old McVickers and Open
New Playhouse in Five Months
Foundation for $1,500,000 Theatre Has Been Laid
Without Interruption to Program— Artesian Well
to Be Used for Cooling and Heating House
On the morning of May 1 work of
razing the McVickers theatre on Mad-
ison street. Chicago, will be started. Five
months hence a new playhouse, five
stories in height, beautiful and complete
in every detail will open its doors to the
public, thereby rounding out one of the
most unusual feats of theatrical con-
struction and engineering ever recorded.
The new McVickers theatre will oc-
cupy the same site on which was located
the first McVickers theatre built by
James H. McVicker in 1858. This play-
house was destroyed by fire in 1871 and
rebuilt only to be destroyed by another
conflagration in 1890 when the present
building was erected two years later.
Vaudeville has been the policy in the
past years and the succession of theatres
have housed the most prominent the-
atrical stars of former days. With the
opening of the new theatre under the
management and ownership of Jones.
Linick and Schaeter who have operated
it for a number of years, feature motion
pictures will occupy a place on the pro-
gram, paralleling in importance, if not
surpassing the vaudeville features.
Ready in Five Months
The fact that a new theatre of the size
which it is planned to make the Mc-
Vickers will be ready for opening five
months after the work of razing the
present structure is started is in itself
unusual and of interest but not more so
than the work that has been going on
under the theatre, unknown to the pub-
lic and the daily audiences since Dec.
1, 1921.
Little by little has the foundation of
the present structure been taken out.
first under one part of the building and
then under another section. Working in
this manner the entire new foundation,
with its steel fastenings has been laid,
and caissons sunk. Thus, as the time
approaches for the razing of the present
structure the foundation for the new
building is already in place.
An artesian well, 1.400 feet deep has
A VIEW OF THE new McVickers theatre, Chicago, to be built by Jones, Linick &
Schaefer. as it will look when completed five months hence. The McVickers will
have a seating capacity of 3,000 and the project totals an outlay of SI. 500.000.
Interesting features of the new playhouse are described in this issue.
S2
EXHIBITORS HERALD
May 6, 1922
FEDERAL
ELECTRIC
SIGN
This beautiful Federal Electric
Changeable Letter Silveray Sign
catches the eye of people who pass
within blocks of your theatre — its
attraction board with its easily read
changeable letters of raised milk-
white glass on a strong dark back-
ground announces the special attrac-
tion for the day.
Twelve Months to Pay.
Think of it! The first payment
brings you the sign — you have one
year to complete payments. Do
not delay — Mail in coupon today
for full information, price and free
sketch, showing how your sign will
look. No obligation. Do it Now!
FEDERAL ELECTRIC COMPANY
(Federal Sign System Electric)
8700 South State Street, Chicago, 111.
Please send me full information, free sketch and price of a Changeable Letter Silveray
Sign for my theatre. Explain your 12 months to pay plan. EH-5
Sign to project over sidewalk? Width of sidewalk?
Letters on one side or both sides cf sign
Sign to be erected flat against building?
Sign to be attached to Marquise or Canopy?
Name I City
Street and No State
Name of My Theatre
Federal Electric Signs are the cause of a biny street not the result
been sunk under the building. This wet
will be used in a new and novel way ol
cooling the new McVickers — an inspir
ation of Peter J. Schaefer — who has al-
ready worked out many arrangements
and devices for this theatre that mighi
well be the envy of constructional am
designing experts.
The water from this well, which, be
cause of its depth, will be exceedingly
cool, will be circulated through pipes ant
radiators in the theatre, providing a com
plete and economical cooling system. It
winter the water from the same well wil
provide the heating facilities by passim
it through huge boilers. This, it is be
lieved by officials of Jones, Linick am
Schaefer, is the first time an arrange-
ment of this sort has ever been attemptet
in a theatre.
Effective System at Rialto
At the Rialto theatre Mr. Schaefer ha
what is probably an equally ingeniou:
cooling device, using the air from Chi
cago's underground tunnel system whici
remains at an even temperature of 5;
degrees the year around. The air L
thoroughly washed and purified befon
entering the theatre by passing ove:
charcoal and through streams of water
The theatre is all but actually cold in th<
hottest weather and in winter, with bu
little extra heat, the temperature is easih
maintained at a comfortable point.
Another interesting constructional fea
ture in connection with the new Mc
Vickers is the fact that the side am
back walls of the present structure wil
remain in the new building. These wall
will be thoroughly and completely rein
forced, making them sturdier even thai
new walls. The front of the theatre a
well as the interior will be razed to pro
vide for its enlargement and the nev
arrangement to be put into effect.
Will Have 3,000 Seats
Under the plans prepared by Architec
Thomas W. Lamb of New York, am
Henry L. Newhouse, resident architect
the new McVickers theatre will have
seating capacity of 3,000, comprising a;
auditorium and a large balcony. Th
seating capacity of the balcony and th
auditorium will be virtually the sarm
Elaborate offices of the company will I)
provided in the building, as well as ai
extra projection room.
The color scheme of the theatre wi
be mulberry, cream and gold. The cbv
lighting system will be used throughou
Italian renaissance architecture will pre
vail. The exterior of the playhouse wi
be unique with six massive pillars i
front as shown in the photograph o
the preceeding page.
Finance Project Unaided
The cost of the new McVickers will I)
$1,500,000. In connection with the COS
of the structure the statement of th
company that it is financing the cntir
project without outside capital is of ii
terest. Since the theatre was first ai
quired by Jones, Linick and Schaefer o
May 1, 1913, the company has made it
practice to set aside each week a perccn'
age of the receipts, against the time who
the new house would be built.
The McVickers theatre is located witl
in a few feet of what has frequently bee
called the busiest corner in the worl
and of special interest to Chicagoans
a notice printed on an old McVickei
program which reads: "Parties havin
reserved scats and coming in carriagi
will direct their coachmen to enter tl
Alley east of the- theatre from Monrc
street, ston at the side entrance (a lam
will indicate the door) and pass out o
Madison street. Have them return ft
you the same way; you can then remai
in the theatre until your carriage is
the door."
lay 6, 1922
EXHIBITORS HERALD
83
150,000 Kansas City
Playhouse Completed
lichard Biechele Opens New
Osage Theatre, Seating
1,000 Persons
The Osage theatre, seating 1,000 per-
ns and costing $50,000, lias opened its
iors to the motion picture patrons of
ansas City. Kan. The new house, owned
Richard Biechele, is located at Osage
d Ferree streets, and will feature the
st of pictures. •
Has Large Canopy
The building is entirely of stucco, a 30-
ot canopy extending over the sidewalk
HE OSAGE THEATRE at Kansas
City, Kan., owned by Richard Biechele,
which has just been completed and
opened at a cost of $50,000. The seat-
ing capacity is 1,000.
d large double doors opening into a
'acious lobby. Soft velvet draperies
ing on each side of the screen, giving
e interior of the house a conservative,
:h appearance. The aisles are illumi-
■ted by miniature lights attached to the
ies of the seats. The curtain is said
be one of the best in the city, while
iple stage equipment, furnished by the
ansas City Scenic Company, is avail-
lc for extensive prologues.
AH of the woodwork- on the interior is
lished in mahogany, while at the rear,
died windows open on either side of
e projection booth. The decoration was
pervised by Arthur Chipman. All
uipment, including two Simplex projec-
>n machines, was installed by The Yale
icatre Supply Company.
Will Provide Nursery
A large space in the balcony will be
ad- over into a nursery later on, while
portion of the space will be utilized as
private office for Mr. Biechele, who also
ans to install several reserve seats for
s friends and family. A large boiler
om, one of the best in any theatre in
e city, and an abundance of room in
ck of the scenes, are other features of
e new house.
Corsicana, Tex. — Extensive improve-
ents will be made in the Ideal theatre,
cording to Manager W. Z. Herman.
HYGRADE
LENSES
Make good pictures better !
And they represent the lowest possible cost for greater illumination
and critical definition.
Hygrade lenses are guaranteed to be uniform in quality and to have
extremely flat fields.
No. 100 for professional machines each . . . $17.00
No. 50 for portable machines each 7.50
Samples gladly sent on request.
Geo. S. Johnston Company
Manufacturers of HYGRADE Optical Products
4101 Ravenswood Ave. Chicago
Central Amusement Co.
To Open 1,200 Capacity
Apollo Theatre in May
The Apollo will be the name of the
Central Amusement Company's new mo-
tion picture theatre at Indianapolis, Ind.,
now being erected on the Stegemeier
property on Illinois street, according to
Charles M. Olson, president of the com-
pany.
Mr. Olson has just returned from Chi-
cago, where he selected chairs for the
theatre and arranged other details in-
cidental to the opening of the house,
which is expected to take place early in
May.
The Apollo will have a seating capacity
of 1,200. One of the musical features will
be a $25,000 pipe organ. There will be
rest rooms for women, a smoking room
for men and a palatial lounge.
The Apollo will be a link in the Central
Amusement Company's chain of theatres
which -includes the Lyric, devoted to
vaudeville, and the Alhambra and the Isis,
photoplay houses in Indianapolis.
Streator, II inois, Theatre
Taken Over by Williams
R. C. Williams has purchased the Ma-
jestic theater from C. A. Day. The play-
house has been recently completely re-
built, making it modern in every respect.
Mr. Day and Mr. Brayton, who man-
aged the Majestic for him, will locate in
St. Petersburg, Florida, where Mr. Day
has large interests.
Alliance, Neb. — J. E. Hughes, former
manager of the Imperial theatre, will
open a theatre here May 1.
Gold Fibre Screens
Recent Installations
Lincoln Theatre
Washington, D. C.
Liberty Theatre
Youngstown, Ohio
Dixon Theatre
Dixon, Illinois
Senate Theatre
Chicago, 111.
New Grand
Central Theatre
St. Louis, Mo.
Minusa Cine Screen Co.
St. Louis, U. S. A.
^orld s Largest Producers^/
potion PictureScreens.
84
EXHIBITORS HERALD
May 6, 1922
Th eatres
Providing Comfort for Fans Is
an Asset. Exhibitors Know
This. Palaces Are Going Up.
Only the Latest Equip-
ment Is Being Installed
New Projects
Pueblo, Colo. — J. J. Goodstein is here
from Philadelphia conferring with Mar-
tin Walter, Jr., agent for the Opera House
building, regarding the erection of a mod-
ern theatre and office building at Fourth
and Main streets.
*
Atlantic, la. — Management of the At-
lantic theater will spend approximately
$40,000 in thoroughly remodeling the
the building.
*
Fairmont, W. Va. — Contract for the
construction of a $200,000 theatre in this
city has been let to Valley Engineering
Corporation. Various civic bodies, the
Chamber of Commerce and the Rotary
club are interested in the project.
t.
Gibson City, 111. — Work will be started
soon on a new theatre for Woolley
Brothers, proprietors of the Princess the-
atre here. The new house will seat 700.
*
Philadelphia, Pa. — Ketcham & Mc-
Quade are estimating on a motion picture
theatre on Germantown avenue for the
Cohocsink Amusement Company.
*
Wilmington, Del.- — Thomas J. Waller,
whose Waller theatre was destroyed by
fire at a loss of $30,000, will rebuild. The
work of clearing away the debris is now
eoing on.
Athol, Mass. — Edgar S. Hill, treasurer
of Athol Theatre Company, announces
that plans have been drawn for a modern
motion picture theatre to be built in Athol.
The seating capacity is to be 1,500.
Sonoma, Cal. — E. G. Perkins, musician
and amusement director, has acquired a
site in the Caliente district, on which he
will build a motion picture theatre.
*
Mount Vernon, N. Y. — Bsilding proj-
ects totalling $500,000 are under way in
Mt. Vernon, included among which is a
modern motion picture theatre.
*
San Diego, Cal. — More than $35,000 will
be spent in improving the Colonial the-
atre, it was decided at a recent meeting of
the stockholders of Mission Amusement
Corporation. A new pipe organ will be
purchased.
Openings
Topeka, Kan. — The Novelty theatre has
been opened following improvements
made, under the name of the New Nov-
elty theatre. *
New York, N. Y. — Sid Grauman an-
nounces that his two new theaters in
southern California will be opened in
June. They are the Metropolitan theatre
and the Grauman Hollywood theatre.
*
St. Louis, Mo. — W. A. and C. A. Diefen-
back, owners of the Monroe theatre, plan
to open the Monroe Airdome soon. Ex-
tensive preparations are being made.
*
Indianapolis, Ind. — The Apollo theatre
of the Central Amusement Company will
be completed and ready for opening in
early May.
Ownership Changes
Lake Charles, La. — Dennet Uhry
Company has sold the Strand theatre to
Southern Amusement Company of this
city. *
New London, Conn. — Dina Schwartz
and Michael O'Connell of Norwich have
acquired the Empire theatre from D. E.
& J. F. Morgan. Plans for alterations
are being made. George M. Fine will
manage the theatre.
*
San Francisco, Cal. — Oliver Morosco,
theatrical producer, has purchased the
Century theatre and one other playhouse
— the name ot which has not been dis-
closed.
TYPHOON POOLING SYSTEM
I TYPHOON FAN CO. «■ 345 W.39-ST. *P NEW YORK
New Chair Covers Placed
On Market by Dubltex Co.
A new cover for theatre chairs has
been placed on the market by Dubltex
Tailored Chair Covers, Lytton building,
Chicago. According to Paul Bush, former
exchange manager, who is now manager
of the company, the new covers are par-
ticularly suitable for theatres.
They are said to add beauty and com-
fort to the house as well as preserve the
seats from dust, perspiration and wear.
The advantageous feature of the new
covers, it is stated, lies in the fact that
they can be easily washed without remov-
ing them and that they will neither shrink
nor stretch.
CLASSIFIED
Five Cents per Word Payable
in Advance. Minimum Charge,
$1.00
THEATRE FOR SALE
FOR SALE: The New Alhambra Theatre,
Brighton, Colorado, good growing town of 3,250
population. Through death of one of the owners,
must be sold to settle estate. Well patronized.
Reasonable terms can be arranged. Address
H. W. James, Manager, New Alhambra, Brigh-
ton, Colorado.
POSITION WANTED
SITUATION WANTED: Motion Picture op-
erator. Six years experience. Any make of
machine. References furnished. Edward Craig,
Jr., Heyworth, Illinois.
CALENDAR
P-R-O-G-R-A-M-S
BRING BACK THE CROWDS
Write today for free samples
CALENDAR PROGRAM COMPANY
310-12 S. St. Oa r St. Toledo, Ohio
CAMERA BARGAINS
Motion Picture Camera! at cut
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• trated In oar showroom Sana for ©or
pl.t. catalog at onea. rraeton raqoaat.
BASS CAMERA COMPANY
Dept. H, 109 N. Dearborn St., Chicago. U.
SATISFACTION ^S^oVei!" ! GUARANTEED
Standard Motion Picture Company
Developing-Printing Plain and Art Titles
Cameraman furnished on short notice
LOWEST PRICES QUICKEST SERVICE
1005-1006 Mailers Bid?. Telephone Central 2347 Chita... Ill
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HEATING
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71 North 6th Street Brooklyn, N. Y.
An outstanding reason for the pre-eminent
popularity of the HERALD with the cre-
ators of motion pictures — directors, play-
ers and writers — is the department,
"What the Picture Did for Me," which
affords the one indisputable record of box
office performance.
May 6. 1922 EXHIBITORS HERALD 85
The roundness and depth of the positive
image — its stereoscopic effect, depend
upon the gradation quality of the film — its
ability to reproduce a long scale of tones.
EASTMAN
POSITIVE FILM
Has this reproductive quality — and in
addition, uniformity, latitude in exposure
and exceptional fineness of grain. It
carries qualitv through to the screen.
Eastman F/lm, both regular and tinted base, is
identifiable throughout its entire length by the
words "Eastman" "Kodak" stenciled in the
film margin.
EASTMAN KODAK COMPANY
ROCHESTER, N. Y.
CHICAGO TRADE EVENTS
New Censorship Bill
To Meet Opposition
Police Department May Aid
Industry in Fighting
Ordinance
Censorship is like a cat — it has nine
lives.
Although the measure sponsored by
Judge Hurley last year was thrown into
the discard, the city council committee
on judiciary has assumed the task of
drafting a new ordinance. Alderman
Oscar Olson is chairman of this com-
mittee.
Fight to Be Waged
Decision to wage just as determined a
tight against this measure as was waged
against the proposed Hurley ordinance
has been expressed by exhibitors and
exchangemen along film row.
The council committee is using the
Hurley measure as a basis for the ordi-
nance which it plans to submit to the
council. Certain features of the present
ordinance will be embodied in the meas-
ure.
Chief May Oppose It
Should the council committee adopt
that provision in the Hurley measure di-
vorcing the censorship board from the
police department, as it now exists, it is
expected that Chief of Police Fitzmorris
will voice his opposition as he did last
year.
The Hurley measure would have cre-
ated a board of three members, each to
receive a salary of $5,000 a year.
Universal Employes Have
Mutual Welfare Society
One of the most unique societies along
Chicago's film row has been organized by
the Universal exchange employes. It is a
mutual aid society which proposes to take
care of all social events, such as weddings,
dances, gifts to the sick and help those dur-
ing their illness. It is being worked out
under Manager Leserman's guidance on the
ii >mmon wealth plan.
All employes earning $35 a week or less
contribute 1 per cent of their salary each
month and those earning more than $:t.">
or $40, contribute two per cent. Dances
will be held every two months and a dinner
will be given every four months. District
Manager Herman Stern is now promoting
the same plan in all of the offices under his
supervision.
Weiss Joins Universal
W illiam Weiss has joined the local Uni-
versal sales staff and is covering the Illi-
nois territory in the interest of Univer-
sal^ special and Jewel attractions.
Asciier Bros. Move
\scher Brothera theatrical enterprises has
taken offices i" the- Ohio building on South
W'abash avenue.
WILLIAM J. SWEENEY, active in
organization circles since 1909, has been
reappointed organizer by the local and
state associations.
Brandt Sells Comedy
Rights to Friedman
New Feature Also Obtained
for This Territory by
Celebrated
J. L. Friedman, president of Celebrated
Players Film Corporation, has just closed
with Joe Brandt of C. B, C. Film Sales
Corporation, for the rights in this terri-
tory to the new Sunrise comedies featur-
ing Billy West.
Closes for Serial
These comedies, in two reels, arc similar
in quality to the Hallroom Boys subjects.
President Friedman also announces that
he has closed tor the distribution in this
territory of Eddie Polo's new serial, "Cap-
tain Kidd." The initial publication date
on this will be published later.
Purchased from Davis
A new feature, "Life's Greatest Ques-
tion," starring Roy Stewart, has been
purchased by Mr. Friedman from George
H. Davis of Quality Films.
Other featured players in the Quality
production are: Louise Lovely and
Dorothy Yalegra. Harry Revier di-
rected it.
Assigned to St. Louis
To Sell "Foolish Wives"
Louis Jacobs, formerly Universal man-
ager at Vancouver, spent several days re-
cently at the local "U" exchange confer-
ring with Ralph O. l'roctor in preparation
tor his work in the St. Louis district,
where he will have charge of sales on
" Foolish Wives."
Rubens Again Heads
Illinois Organization
William J. Sweeney Retains
Post With State and
City Leagues
Eighteen members of the newly elected
board of directors of the Illinois Motion
Picture Theatre Owners convened last
week to elect officers for the ensuing year
Election Not Contested
The re-election of L. M. Rubens, Prin-
cess theatre, Joliet, to the presidency \va;
not contested. On his official staff will b(
Sam Abrahams, Gold theatre, Chicago
vice-president; J. B. Dibelka, Parkway
Chicago, secretary and treasurer, anc
William J. Sweeney, organizer.
Vice-President Abrahams will hav<
charge of the affairs of the organization
until the return from abroad of President
Rubens. The latter is expected back souk
time in the fall.
Now in Second Term
Mr. Sweeney also was reappointed or
ganizer by the local organization o
exhibitors, thus making his second tent
at that post.
Local headquarters of the Chicago anc
state exhibitors will be moved to 7i'
South Wabash, second floor, about Maj
t. The transfer probably will be madi
a few days prior to the first.
SAM ABRAHAMS as vice-president
Illinois league will have charge of a
fairs until the return of President
M. Rubens from abroad.
ay 6, 1922
EXHIBITORS HERALD
87
his is a scene from "Yellow Men and Gold," an adapted Gouverneur Morris story,
personally directed by Irvin V. Willat, by special arrangement with Goldwyn
Pictures.
■ ■ m ■ - - — — —
CHICAGO PERSONALITIES j
"X R. W. E. SHALLEN'BERGER. presi-
J dent Arrow Film Corp., passed
through Chicago, April 19, en route
r Iowa. Stopped here long enough to
duce Frank Zambreno of Progress Pic-
'res to accompany him. We wonder ?
one to hear more, later !
* * *•■
Leave it to manager Edwin Silverman
Select to hand the exhibitors a jolt. He
re had 'em sitting up and takin' notice
st Friday, April 21, at the Aryan Grotto
their trade screening of the "Reported
issing" production starring Owen Moore.
* * *
With Joe Brandt and Dave Chatkin of
B. C. Sales, George H. Davis of Quality
lms, gathered about the executive quar-
ts of Celebrated Players last week, presi-
•nt Joe Friedman's office reminded one of
busy corner in the Hotel Astor with a
g film convention in session.
* * *
May 15 is the big date! Understand the
>ys of the local Fox exchange assure man-
;er Clyde Eckhardt that they are ready
go with seventy-five Chicago theatres
)ver the Hill" for four day runs simul-
neously. We'll murmur, it's SOME-
HING to rave about.
* * *
While chatting about Fox, let's get this
f our mind. It seems the "bobbed hair
iffure" has taken this busy office by storm
effectively that Ernie Grohe has started
: ball roliing by being the first to adapt
e style. The boys at the Chin Chin club
ill bear us out in this statement, for this
the only place Ernie doffs the ol' sky
ece.
* * *
Another new face is now at Vitagraph
elcoming the many visiting exhibitors,
age C. F. Hodge, he's the man, and a
lighty jovial sort, too. He has just been
'pointed publicity director with entire
'arge of all matters from this point.
* * *
"I'll say we are going," raves the popular
ah Barton, the peppy executive of the
Bartola Musical Instrument Co., when
quizzed about the forthcoming national
convention to be held at Washington, D. C.
Suppose that "we" refers to his sales buddy,
the handsome K. G. Kurtz, one of the few
boys who calls the exhibitors by their first
names and a heap of others sometimes !
* * *
J. S. Jossev, of Arrow Films, breezed
through the other day stopping off for a
moment or two. Told us nuthin', but
promised to be with us on his return.
* * *
Loris Golxden is coming back to the
fold again. Returns to his old time asso-
ciation. Celebrated Players. He will shortly
assume the managerial desk of their new
exchange to be opened in Indianapolis, Ind.
* * *
Robertson and Schobe have taken over
the Palace theatre, Watseka, 111., giving
them another link to their fast growing
chain of houses. * * *
Harry Weiss comes back to the city after
a riving trip announcing that during his
spare moments he was lucky enough to
hang up a record of twelve bass, taken from
an Indiana lake during a forenoon session.
Not so sure about this. Maybe he means
"four noons" but we will agree the finny
tribe must be quite sociable to nibble this
early. A certain "authority" tells us, bass
make their debut for the season about the
latter part of next month.
* * *
Say men, keep your optics trained on
George Bromley, Chi's north side fashion
plate of exhibitorial fame. The lad is to
blossom out in his new spring togs, most
any day now. Oh — about a half dozen new-
suits or so, we'd sav !
* * *
Spied Ollie Moore stepping it along Boul
Mich the other day, tells us that he and
Ed Mordue, being "coal barons" of note
these days, are now enjoying a brief re-
treat from business activities owing to the
existing coal strike.
* * *
Gradwell Sears, the local First Na-
tionaler, is now having that merrie throng
of fawncey vests of hisn all dolled up,
which more than likely accounts for the
seeming somber sartorial appearance he now
presents. Hurry em back, "Grad," we miss
their inspiration.
* * *
Ralph Kettering breezes into the adv.
columns of the newspapers this week with
a good line. He advertises Ben Turpin as
"the cross-eyed Sheik." Not bad, eh? A
good line for a First Xational press book,
we opines.
* .# ♦
Cress Smith was seen tucking his big
chief, Hyram Abrams, into a Yellow Taxi
in front of the Blackstone last Friday, after
a day's conference with the United Artists'
president.
Select Gives Luncheon
Select Pictures Corporation, through
Edwin Silverman, local manager and My-
ron Selznick's personal representative,
Tom Ruddy, entertained the press and
local theatre representatives at a lun-
cheon in the English room of the Ho-
tel Blackstone, on Friday, April 21.
Following the luncheon the party ad-
journed to the Aryan Grotto theatre,
where the Select picture "Reported Miss-
ing" was shown. One of the largest
audiences to turn out for a trade show-
ing was present and heartily applauded
the excellent picture and splendid music.
Dunas Joins "Big Four"
Phil Dunas, former manager of the
Hodkinson exchange, is back on the row-
again and has joined the sales force of
the United Artists' exchange. He re-
cently returned to Chicago after a busi-
ness trip east.
NEWSPICTURES
(Concluded from page 55)
cisco — D. A. R. Hold Memorial for Soldiers at
Arlington — Germans, in Berlin, Protest French
Boundary Settlement — "Women's Supplement."
FOX NEWS, No. 56: Dempsey Sails for
Europe — Senate Finance Committee Completes
Tariff Bill — Catawissa, Pa., Citizens Save World's
Oldest Horse — Rive - Haute, France, Couple
Awarded Prize for Largest Family — Auto Push
Ball Played at San Francisco — "Face to Face
With Japan" — Special Events for Restricted
Prints. No. 57: Floods at Beardstown, 111. —
"News Briefs" — San Marino Celebrates Inaugura-
tion — Norich, Unbeaten Race Horse — Special
Events for Restricted Prints.
INTERNATIONAL NEWS, No. 31: Penn
Oarsmen Defeat Yale — California Mermaids in
Speed Contest — "Interesting Folks in News of
the Day" — Los Angeles Aviator Flies Under
20-foot Bridge — Atlantic City Easter Parade —
Cycle Rough Riders Cpmpete in California —
Power Cartoon — Special Events for Restricted
Prints. No. 32: New York Milk Fund Parade
Helps Babies — French President Visits Morocco —
"Personal Glimpses in News of the Day" —
"Futuristic Movies" — Surrendered German Ship
Made English Passenger Boat — Schooner "Pur-
itan" Battles Gale off Gloucester — Tloods Strike
Beardstown, 111.— Tad Cartoon — Special Events
for Restricted Prints.
KINOGRAMS, No. 2138: Airmen in Stunt
Contest at Nice, France — Penn Crew Defeats
Yale — Fall River Stunt Man in Slide for Life —
Eddie Hearn Rides Baby Auto in Hollywood —
-'House of David" Baseball Team Opens Season
in Benton Harbor — Bike Racing Season Opens
in Newark — Sketchogram — Special Events for Re-
stricted Prints.
PATHE NEWS, No. 32: "House of David"
Baseball Team Begins Season — Flood Sweeps
Bellows Falls, Vt. — Russ Delegates Leave Riga
for Genoa — Atlantic City Easter Parade — Fall
River Stunt Man in Slide for Life — "Here and
There" — French President Visits Morocco — Egg
Rolling Contest on White House Lawn — Special
Events for Restricted Prints. No. 33 : Joffre
Visits Washington ; Ice Berg Patrol in North
Atlantic — "Here and There" — French President
Visits Morocco — Lady Astor Arrives in New
York — "Children's Crusade" Leaves St. Louis for
Washington — "France to Africa by Airplane" —
Special Events for Restricted Prints.
7
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmes.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
M inter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels. .
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels. _
The Cradle Buster (Tuttle-Waller Prod.), six
reels. ' .
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels. ,
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
Myxoid Kentucky Home (Pyramid Pictures),
seven reels. , ,
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels.
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Faire
Binney. . , . _ .
Devil-Dog Dawson, five reels, with Jack Hoxie.
The Star Reporter, five reels, with Billie Rhodes.
God's Country and the Law, 6 reels, Gladys Leslie.
Love Hate and a Woman, 6 reels, Grace Davison.
A Yankee Go Getter, 6 reels, Neva Gerber and
James Morrison.
Dangerous Paths, 6 reels, Neva Gerber.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed through Pothe Exchanges
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up I (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
PLAYGOERS PICTURES, INC.
Oct. 9— Across the Divide, six reels.
Oct. 23— Tropical Love, five reels.
Nov. 13— Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dec 4— The Ruse of the Rattler, five reels.
Jan. 15— Reckless Chances, five reels.
Hills of Missing Men, six reels.
Sunshine Harbor, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Western Hearts, five reels, with Art Staunton and
Josie Sedgwick.
The Wolverine, five reels, with Helen Gibson.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels.
Dangerous Love, five reels.
Captivating Mary Carstairs, five reel (Norma
Talmadge re-isue.)
The Heart of the North, five reels, Roy Stewart.
Life's Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
Sall Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels.
FAMOUS PLAYERS-LASKY
Lane That Had No Turning, five reels, Agnes
Ayres.
A Prince There Was, six reels, Thomas Meighan.
The Bride's Play, seven reels, Marion Davies.
Nancy from Nowhere, five reels, Bebe Daniels
(Realart).
Three Live Ghosts, six reels (Geo. Fitzmaurice
Prod.).
Tillie. Mary Miles Minter (Realart).
One Glorious Day (Will Rogers), 5,100 feet
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet
Boomerang Bill (Lionel Barrymore), 5,489 feet
A Homespun Vamp (May McAvoy — Realart),
4,777 feet
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet
Midnight (Constance Binney — Realart), 4,653 feet
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels— Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet
The World's Champion (Wallace Reid), 5,030 feet
The Mistress of the World (Special — Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5.100 feet , . ...
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
The Heart Specialist (Mary Miles Minter— Real-
art), 5,000 feet. ^ .
Beauty's Worth (Marion Davies — Cosmopolitan).
The Mistress of the World (Chapter 4), 3,825
feet
The Green Temptation (Betty Compson), 6165
feet
Through a Glass Window (May McAvoy), 4,490
feet.
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton), 4,698 feet.
The Sleepwalker (Constance Binney), 4,530 feet.
FIDELITY PICTURES CO.
The Married Virgin, six reels.
Frivolous Wives, six reels.
FILM MARKET, INC.
The House Without Children, seven reels, with
Richard Travers.
The Supreme Passion, six reels.
The Ne'er-do-Well. six reels.
FIRST NATIONAL
Woman's Place, with Constance Talmadge.
The Invisible Fear, with Anita Stewart.
Two Minutes to Go, with Charles Ray.
Her Social Value, with Katherine MacDonald.
All for a Woman (Special).
My Lady Friends, with Mr. and Mrs. Carter De
Haven.
The Wonderful Thing, with Norma Talmadge.
Alf's Button (Special).
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod ). „ . ,
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro ).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
love's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro ).
Shattered Idols (Frothingham Pro.).
The RarnMormrr. with Charles Ray.
Red Hot Romance, seven reels (Emerson-Loos).
Penrod, eight reels. Wesley Barry.
The Cave Girl, six reels.
FEDERATED FILM EXCHANGEI
The Servant in the House, five reels, with all
star cut
Dansemus Toys, seven reels, with all-star cast.
Heiili of the Alps. Priimi.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Comrt. eii
reels.
Thunderclap, seven reels.
Shame, 8.200 feet.
Perjury, 7,400 feet
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARNTJM SERIBI
His Greatest Sacrifice, six reels.
A Stage Romance, 6,416 feet
PEARL WHITE SERIBI
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SERIHS
Ridin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERIBI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIBI
Ever Since Eve, five reels.
Qneenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
D US TIN FARNUM SERIES
The Primal Law, five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o' Dawn, 4,178 feet.
20TH CRNTUKY BRAND
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (MurphyWalker).
Whatever She Wants (Eileen Percy)
Smiles Are Trump (Maurice Flynn), five reel
Extral Extral (Walker-Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Windio
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell S
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Moongold, 8,17S feet.
Bear, Boy and Dog, two reels.
Puppy Days, 9S9 feet
Robinson Crusoe Hours. 666 feet
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
GOLDWYN PICTURES CORP
Ace of Hearts, six reels.
For Those We Love, six reels.
Invisible Power, seven reels.
Dangerous Curve Ahead, six reels.
The Old Nest, eight reels.
Pardon My French, six reels. Vivian Martin.
The Grim Comedian, six reels. (Rita Weis»
Poverty of Riches, six reels. (Reroy Scott)
Man from Lost River. (Katherine N. Burt.)
A Poor Relation, five reels. Will Rogers.
From Ground Up, five reels. Tom Moore.
The Niglit Rose, six reels. (Leroy Scott.)
Be My Wife, five reels. Max Llnder.
The Glorious Fool, six reels.
Man with Two Mothers.
His Back Against the Wall, five reels.
Watch Your Step, six reels.
Doubling for Romeo, six reels.
The Wallflower, six reels.
Grand Larceny, six reels.
Theodora, special cast, eight reels.
* inciples— Not Personalities"— See Page 27
MARTIN J. QUIGI.EY. PUBLISHER
.^u.. — ~~ a ~ - _ — — — ito
Lav 13, 1922
EXHIBITORS HERALD
DID YOU GET
.3 it,
These
four
exhibitors /
dot theirs /
last week /
6etin1fieSw/m-
Nail your $hai*e
of ihe
7090
09
casu PRIZES
Given Away free
for the best Exploitation Ideas on
Universal s wonderful Chapfer-Plaij
THE ADVENTURES OF
BINSON CRUSOE
Full details in every issue of the
Jniversals Moving Picture ^ekly
If you fail to receive your copy regularhnotify
Circulation Manager, Universal Turn MfgGo.'
1600 Broadway, New \brk.
A great
Chapter-
Play
of the
Frozen
North
Randall
A
Clean up
for the
Hot
Summer
Days —
Carl Laemml
will soon present
William Desmom
in a big Stirring Chapter Play of
adventure and mystery in Alaska
PRODUCED BY UNIVERSAL
May 13, VJ22
EXHIBITORS HERALD
SELLING
MELODRAMA
TO WOMEN
Wherever women go, the men go. That
is certain. The preponderance of women at
all performances of the popular stage hits in
New York and other big cities disproves the
old belief that screen or stage melodrama
furnishes genuine entertainment only for
men audiences.
"Fair Lady" is a romantic photoplay melodrama of and for women; a
melodrama of love, romance, gorgeous costumes and mystery; with thrills
and action; tearful pathos and relieving comedy, and appealing directly to
women of all types, classes and years.
Play up the title, "Fair Lady." It gives a direct exhibitor tie-up with
every merchant, for the reason that every merchant in your city deals with
women. He buys his stock, displays his goods — in fact, runs his entire bus-
iness to please and cater to Fair Lady. You help him, and he'll help you!
Tie up with every first-class business man in your city. Give him neatly
printed placards announcing the things he has to sell to Fair Lady. There
are gowns for "Fair Lady"; hats for "Fair Lady"; shoes, hosiery, lingerie,
gloves, perfumes, cosmetics, hair-goods, hair-dressing, coats, wraps, negligee,
sports costumes, motoring costumes, vanity bags, travelling bags, toilet ar-
ticles, confectionery,-in short, almost anything and everything that any
merchant sells.
Sell "Fair Lady" to the women of your city! They'll bring the men!
No business man ever tries to sell a stock of goods with'
out telling his patrons what he 's got, and why
they should buy. Selling amusement more
and more is getting to be an out-and-
out straight business proposition.
UNITED AATI/T/
CORPORATION
MARY PICKFDQD
CHARLIE CUADUN
DOUGLAJ" TAIRBANKJ"
D.W GliirriTW
MlOAM ADfiAMJ" D(2EJ"IDCNT
%ksa
A Western with a Story!
Logical — Yes, sir. . Hair raising, too.
Thrill packed — yet sensible.
Produced with Consummate Care.
And the Cast!
Noble Johnson Bill Patton
Beatrice Burnham Others.
Fast Riding, Hard Falls, Chills and Fever —
And Enjoyment.
THE KICK IS IN THE PICTURE NOT ABOUT IT
0\. Noble Johnson Production
S£NT£0 AA/O D/STA/BUT£0 SyO
aygoers Pictures
FOREIGN • REPRESENTATIVE
SIDNEY GARRETT
EXHIBITORS HERALD
May 13, 1922
ADOLPH1UKOIZ M • «
ih6m<xMeiqhart
»*7he
Bachelor
if
Daddy"
THIS is the greatest "Mother
Week" picture ever made.
It has more genuine heart-
interest, more wholesome com-
edy, than any picture of the sea-
son.
For comedy, there's Meighan's
trip across the continent with
five lovable kiddies. For thrills,
there are fights with bandits,
hair-breadth rescues, battles in
the mountains. And the romance
between the hero and the girl
(played by Leatrice Joy) is alto-
gether satisfying.
And as for heart-interest —
well, when you watch the big-
hearted man "mother" the five
appealing orphans, you will feel
a lump in your throat, no matter
how hard-boiled you are about
"movie sentiment."
This is straight, honest fact.
Play it up big, and your patrons
will thank you for it !
Front the story by Edward Pcfle, au-
thor of "The Prince Chap." Scenario
by Olga Printalau. Directed by Alfred
F.. Green,
a
Cparamounl
Q>icture
William Fox presents
ictures to bring you sure dollars
ZAKE
GREY'S
Western^ Story
LAST TRAIL
Western drama at its best
She great flood
<JhelOOO-tol fight in the patio/
Making Money Everywhere^
jhey will bring
the crowds like a
3 ring circus ~~
Bill them that way
HAME
WITH
Staged by
FLYNR
JOHK GILBERT
Jhe great snort storm flight
fjhc danger of the under- mrld
(Jhe WoJf'man fight
Certain House Profits!
Story ana Scenario by
£mmctt ijlynn & Bernard Mc&nvilk
Okected by
EMMETTJ.FWi
failed'the ears did not
of super-normal strength
•d-but terrific in hattle
uses and Sure Dollars
This Picture
jtoertise these
box office bets
and cash in
mmi-y by t|j|JP
Daniel Wilbur Steele
Directed by
money-yiise are
playing them-are you?
BOOK
'EM
BOOST
'EM
i
3-:
- L
THE SECOND
OF THE FASCINATING
Bieifer — better — finer and more bril-
liant than ever. Hy Mayer', TRAVELAUGHS
come to you as THE PUNCH for your .how. TRAVELAUGHa
have entertained the Nation, have brought joy to m.ll.on. and money to .
exhibitor.. In their new form they're the hit of "7 progran, an_ d w
feature flop, you can depend on Hy Mayer'. TRAVELAUGHS to pull
your .how out of the fire. BOOK 'EM-BOOST EM!
RELEASED ONE EVERY OTHER WEEK
Book NOW thru your nearest R-C Exchange
C Created by
osmopolilan Productions
1
*
FAMOUS PLAYERS - LASKY CORPORATION
Presents
MARION DAVIES
"BEAUTYS WORTH"
STORY £y SOPHIE KERR DIRECTED hy ROBERT G.VlGNOiA
SCENARIO by LUTHER REED SCENES ^JOSEPH URBAN
CI 9>aramoxtn t ^Picture,
0 P
ffl , MARION DAM!
jgeauty's Woih'
presents Ma or
Davies in what is b]fai
the most congenial d1<
of her career. A brill im
star in a scintillatig
gorgeous, sprightly nd
delightfully entertiiv
ing comedy -drama A
lavish and arti::ic
screen triumph.
uUTYS worth"
HE CRITICS SAY:
I pu'll like Marion Davies
n er new picture." — N. Y.
Dt 'Iy News.
fl appeals pictorially."-
N.Y. Evening Globe.
droughout the picture
Ms Davies is a delight." —
V. Y. Evening Telegram.
vhsy to wax enthusiastic
M its artistic appeal to the
my — N. Y. Evening Sun.
1 arion Davies at her pret-
H"-N. Y. World.
MARION DAVIES in4 BEAUTY'S WORTH
BROADWAY RUN EXTENDED
"Beauty's Worth" proved such a drawing-card at the Rivoli Theatre,
New York, that it was necessary to move the production to the Rialto for
another week to take care of the crowds. The second week's business
was even better than the first. An experience that proves the production
possesses every element to please all varieties of audiences.
Distributed by Select
LEWIS J.SELZNICt^S
MISSING
Starring
Owen
Moore
Directed by Henry Lehrman
Np\V attracting the
greatest audiences ever
jammed within the \Valls
of tyho Criterion^,,
New? Tories premier
theatre
I
SK HUGO RIESENFELD f TSfEVV TOI\K
The trade press critics have united in their favorable
reviews of this picture because of its all-star cast, swift
and intelligent direction, beautiful production; strong,
aggressive action, spirited drama and melodrama and a
box-office title that possesses the punch and challenge to
draw the public into theatres everywhere.
^Marion Fairfax Production
LYING TRUTI
With an all-star cast including
NOAH BEERY* MARJORIE DAW- PAT O'MALLEY
TULLY MARSHALL
Written and directed by MARION FAIRFAX
John Jasper, Mgr. of Production
Moving Picture W'orld says : An ambitious picture of
real entertainment value. The cast is one of its best
selling points and the picture, at all times sincere, is
completely satisfying.
American
RELEASING CORPORATION
WALTER E. GREENE, fWmi
F B WARREN,
May 13, 1922
EXHIBITORS HERALD
13
Motion Ptcture News
April 2 2, i p 2 2
" Reported Missing "
Selznick — Six Reels
(Reviewed by Laurence Re id)
IF there is one picture which deserves the
:: stir, e thing cut c: the c r-lir.arv"
that picture is '• Reporte-i Missing,'1 ac-
curately described by Selznick as its greatest
achievement. Henry Lehrman, who wrote
and directed this melodramatic comedy, has
been given free rein to add to the gayety of
a nation. And he has contributed a feature
which will be talked about for its adventur-
ous action, its novel gags, its suljfle 5H3 5j 553
humor, its quaint characterization, its devel-
opment toward a climax v.hich arnes ex-
plosive qualities and its overwehlming sus-
pense. This compelling element causes the
spectator 'o grip the arms 5] his seat des- :te
the fact that th incidents and gags are charged
.y.h humor- Even though you wonder if
Owen Moore, " shanghaied " by his enemy,
will ever see land again, you laugh over his
embarrassing moments.
The star plavs the part of a quiet, unob-
trusive chap addicted to idleness and a fond-
ness for liquor. He is always the gentle-
man. His top hat adorns his head through-
out. The idea is a satirical fling at serious
melodrama with the author and director
punctuating the humor with just enough bal-
ancing drama to give it substance. The
hero holds an option upon a fleet of merchant
vessels — a fleet much desired bv a cunning
Oriental. Owen takes life and his posses-
sions lightly until the girl provokes him to
carve his niche in the world. When he threat-
ens to become serious he is "shanhaied "
along with the girl. Here it is that Lehrman
says "Let's Go!" Fun and excitement (are
running neck and neck. There is Owe,n in
the hands of a crew of vicious cutthroats. And
here comes the faithful valet in a rowboat
pzHdling the waves for dear life.
There is action a-plenty aboard this
schooner. For one thing the commissary de-
partment is soon emptied. And the skipper
shoves the hearty eaters into the briny de.ep
if they take more than their allowance.
Money has been- spent to make these se-
quences genuine. The scenes, atmosphere
and properties are the real thing. A storm
arises which brings more suspense And the
humor is immense as you follow the hero's
adventures and the valet's trouble in singing
his dying swan song, " Nearer My God to
The," at the organ, the while a veritable
Niagara engulfs him. The climax introduces
an exciting auto pursuit and the rescue of
the heroine who has been brought ashore and
hidden in the intricate chambers of the Jap's
villa. A hydroplane is employed to give
chase to the Oriental's fast motor boat. And
the sailors are called upon to help the hero
in his distress. It is a healthy melee — a "bat-
tle royal. Daggers, knives, fists, revolvers
are used in combatting the enemy. You are
laughing one minute and catching your
breath the next.
The titles are genuinely funny and are con-
tributions by humorists associated with New
York dailies. Indeed Selznick has not over-
looked one department to give the feature a
thoroughness of production. The cast is
highly efficient. Owen Moore will have to
share honors with Tom Wilson whose black-
face portrayal and whose antics indicate a
born clown.
Drawing Pcnver — This one will go lik-e a house
" :' ■ ■■-■■■•!:■' ■ ' ' - ^
' " ' ' ' ' " '
is a winner. 1 •', ■ ' . y : ■ ' ■
SK NICHOIAS SCHENCK j^KEW YOl^K,
14
EXHIBITORS HERALD
May 13, 1922
MILLIONS
of children, in all parts of the world, have known and loved the little poem by Robert
Louis Stevenson,
64
MY SHADOW"
and have chuckled over the lines of the second verse :
"The funniest thing about him is the way he likes to grow —
Not at all like proper children, "which is always very slow.
For he sometimes shoots tip taller like an india-rubber ball,
And he sometimes gets so little that there's none of him at all.
Second National Pictures Corporation
is guarding against any such outcome by thorough organization and systematic meth-
ods which enable it to provide exhibitors with the best possible motion picture enter-
tainments on highly attractive terms.
"BROKEN SHADOWS," a strong human interest story in pictures;
"THE NIGHT RIDERS," red-blooded romance of the Northwest;
"HER STORY," tense and thrilling, and "DAVID AND JONATHAN," stirring
photoplay of adventure afloat and ashore, are sure fire box office winners because of
their potent appeal to all lovers of the best in motion picture entertainment.
WHY
take chances when you are offered a sure thing?
WHY?
Second National Pictures Corp.
140 West 42nd Street
New York City
EXHIBITORS TRADE REVIEW
April 22, 1922
Reported Missing
;elznick Photoplay in Eight Parts. Written and
Directed by Henry Lehrman under the Per-
sonal Supervision of Myron Selzniek.
Scenario by Louis Allen Browne. Photo-
graphed by Louis Cronjager. Titles by H. I.
Phillips, John Medbury, W. B. Johnson,
E. V. Durling and Tom Bret.
CAST AND SYNOPSIS
Richard Bord. Owen Moore; Pauline Blake, Pauline Caron ; Sam. Tom Wilson
Yonog. Togo Yawamoto. Other characters by Nita Naldi, Frank Wonderly and
.obert Cain.
HichaM Boyd, a ne'er-do-well, becomes head of the Boyd Shipping Company,
y Inheritance. Pauline, a flapper, determine* that Richard shall du something
is, ao she urges him to exercise the company's option on a huze fleet of ships
.■hieh J. Young", a Chinese merchant king, has his eye on. Young is aided by
.ndrew Dunn, general manager of the Boyd concern, whom he has bribed. To
at Richard ont of the way. Young- has bint and Pauline shanghaied. The ship
* wrecked. There is a rescue. Then a race between a hydroplane and a sea-sled.
light In Young's stronghold, and Richard, who has heeu aided by his faithful
olored servant throughout the proceedings, gets the ships and the girl.
The introductory title
ys this picture is de-
signed as entertainment
and nothing else. And
that's just what it is — en-
' 'i ■ ,■
gree, a mixture of com-
ledy, slapstick, burlesque,
melodrama, so cleverly puF
together that it 15 ao -0-
lutely sure-.'ire. A ctrruiTn
cure for tox-ottice blues~
that's !{■ ..■■.<(<i Mi< '</,;.
Accord 1 r. g t 1 our way of
thinking all the exhr.,r~
has to do with this picture
amount ol
!serve — hT
A combination of thrills
and eccentric comedy —
■we use the word eccentric
(because it has a very apt
meaning here — and some
|of the cleverest titles ever
I put on the screen — that's
.the essence of Reported
^ Missing. . It gives the
audience a chance to laagK
ana laugh haul, wince
as we understand it,"iT
what rno-' re 1c . k ^ t. .
do nowadays in prefer-
ence to weeping.
There is just enough
plot in Reported Missing
upon which to hang a se-
ries of incidents, ranging
from a realistic storm at
sea to a remarkably well-
staged fight in the strong-
hold of an Oriental. This
latter incident will no
doubt come a classic on
the screen. It is screamingly funny and yet it thrills. And it
is built around the adroit use of the razor by the hero's mas-
sive colored servant, who, incidentally, is one of the finest;
eccentric comedy-characters ever given to pictures.
The cast is excellent. Owen Moore, in the role of the hero,
plays one of those helpless young men, at the mercy of every-
thing and everybody that come along — for a while. Then, in-
spired by the girl, he proves himself a man. It is a neat and
sympathetic bit of work. Tom Wilson, as the huge servant,
scores heavily, and is ideal for the part. He is the life of the
picture. The heroine, as presented by Pauline Garon, is pretty
and effective, and the rest of the players contribute their share
in excellent fashion. A little boy who appears in one sequence
must be described as a 'find." Who is he, we wonder? Though
he was on the screen for only a few minutes he registered em-
phatically as a wonderful type and a remarkably natural actor.
The direction, staging and technical details are admirably
handled. ~* ie continuity runs smuothly and the total effect is.
well managed. 7
HeiwrttdTJissinn is. a "pep" picture. And that means "pep"
atlhe box-ohSce. ' ^ — — 1-
ASK HARRY DAVIS OF PITTSBURGH
16
EXHIBITORS HERALD
May 13, 1922
IF THEY DON'T COME IN
GO GET EM!
BOOM YOUR MATINEES!
BUILD UP YOUR NIGHT BUSINESS!
MAKE YOUR QUIET NIGHT A
"VANITY GOLD" NIGHT!
GIVE EACH PATRON A PACKAGE
OF THIS DELICIOUS CONFEC-
TION. THE COST IS NEGLIGI-
BLE IN COMPARISON TO
THE RETURNS.
r in A
DON'T— CRY "POOR BUSINESS"
DON'T— SIT TIGHT
ANTICIPATION OF A MIR-
ACLE PICTURE.
PATIENCE IS A
WONDERFUL AT-
TRIBUTE-BUT
IT WON'T
PAY YOUR
OPERA
TOR!
4
.50
PER
THOUSAND PACKAGES
F. 0. B. CHICAGO, ILL
PACKED IN CARTONS OF
250 PACKAGES EACH. SHIP-
PED IN ANY MULTIPLE OF THAT
AMOUNT.
LET US SEND YOU A SAMPLE SHIPMENT
(ANY AMOUNT) IF SAME IS UNSATISFACTORY
IN ANY MANNER (YOU TO BE THE JUDGE) RETURN
SHIPMENT TO US AT OUR EXPENSE, FOR COMPLETE REFUND
MANUFACTURERS OF
"FAMOUS FROZEN SWEETS"="SMILES AN' KISSES'
UNIVERSAL THEATRES CONCESSION COMPANY
26 and 28 North Franklin St.
CAIMAN) I AI^ FACTORY * ^r^% V y y ^^^^k v y W Ei\STERIN O I* F* I d. -
314 Notre Dame West, MONTREAL, CANADA CHICAUU, ILL.. 1027 Gates Avenue, BROOKLYN, N. Yl
May 13, 1922
EXHIBITORS HERALD
17
DAILY NEWS, MONDAY, APRIL 10, 1922
"hS RICH YOUTH LOOKED
SIMPLE, BIT HE WASWT
By McELLIOTT.
F r good newspapermen and true helped to ■write subtitles for
-. C?n Moore's latest- picture, "Reported Missing." They are (the
?rit ) as wise as they make 'era, and
mc ingful. Mr. Moore's film, too, is
500 film. Listen —
Oe upon a time there, was a Rich
u:h ho looked like a Boob, but wasn't.
I he the reins of a big steamship com-
nv • the first time on a certain Morti-
r"a:r the N'ight Before. His Rival in
'~.t. ■, a Big Gump named Young, had
briL; idea ... to kidnap the Youth
d sfit him off to quiet waters until
• coj Cinch a Deal.
Nping Doing! Although Mister
>crpooked like a Poor Nut, he was
ivtHg But! He staged a Swell Fracas
th jot of extra men got up to look like
iir.pl Laundry Baggers, before the
ing is over. Believe me, Boys, there
is /ion in that piece!
Owen Moore
I n't believe I've ever seen before so odd an admixture of serious-
ss El foolery. The foolery is_probably that of newspaper humorists.
The seriousness
be theirs,
Anyway,
combination
satisfactory
may
too.
the
is a
one.
Owen Moore,
solemn as an owl
i n hom-rimmed
spectacles, plays
with discretion
|l ■ IBH^L an<* comic gau-
* ^■K.M*.'^^^^ He is ably as-
sisted in his job
by Pauline Garon
and Tom Wilson.
It's worth the
price of a good
time to see Mr.
Wilson pursuing
with ardor the
yellow minions of
J. Young, the vil-
lain. His threat
to make "yellow
»iei ont of every last one of them is fulfilled, literally, I believe.
TLE OF FTT^f- "Reported Missing. "
IECTION: Swell.
FJTOGRAPHV: great.
E >i'- L'nimportant.
^-.UE: 100 per cent.
Pjuced by Selzmck. Presented at the Ritz.
Pauline Garon and Owen Moo
LOSE-UPS
ANSWERS
pi* Mohammed Ali Ibrahim, | Miss
spke of the King of EgvDt in _Tf hf^
i a t st of the Go' J
^jvtell played
that is
1
SK HAROLD FRANKLIN of BUFFALO
- EXHIBITORS v
We congratulate ijou and ijour organization,
theM.P.T.O.A.,for gour splendid fiqht to secure
greater co-operation from producers and
distributors in putting over THEIR pictures.
The independent distributors that are giving you
tliis co-operation jn addition to bringing forth big box-
office attractions with titles offering unlimited
exploitation possibilities, should receive gour support
We do not believe in making false promises.
The co-operation already extended to
thousands of theatre owners on "WHY GIRLS
LEAVE HOME and "SCHOOL DAYS is motion picture history.
The same co-operation will be qiven to
those who hook our latest attraction —
Ilk
YOUR BEST FRIEND
featuring
VERA GORDON
A HARRY RAPF
PRODUCTION
DIRECTED By
WILL NI>H
WARNER BROTHERS,
1600 BROADWAY, N.Y.
ri
WH O I
/WARNER B&OS\
mm
FRIEND"
(24 Stf££T r£AS£ft TffAf WfU COMMAND PUBLIC ATTENTION)
'OUR
it1
'MEND
2-COL TEASER ADS.
s your Dog
;OUR
3E5T
FRIEND
This unusual teaser
angle is tut one of the
manij helpful exploitation
ideas contained in our
broadside press sheet
suggesting to exhibitors
bow to sell this feature
to the public.
Everu conceivable idea
on exploitation together
with illustrations of an un-
usual amount of advertising
novelties and accessories,
has been incorporated in
our press sheet.
Write us and we will
gladlij send ijou one of
our campaign sheets.
your:
BEST
FRIEND
Is a Sweetheart
VoUR
•A
FRIEND
mi BROWN!
Lookout for
YOUR BEST
FRIEND!
E5:
MAYOR SMITH!
Do You Trust
YOUR BEST
FRIEND?
i
Mrs. John Doe!
Be Careful of
"YOUR
BEST ,
FRIEND!
Mrs.Hanu Jones!
WATCH
Your Best
Friend"
ONE COL TEASER ADS.
FIRST NATIONAL BUYS!!
LOUIS BACHE OF ASSOCIATED FIRST NATIONAL PICTURES
Has Purchased, for His Territory the Rights on
EDWIN CAREWE'S SMASHING SPECIAL
I AM
LAW
BOOKED AT CRANDALI/S METROPOLITAN, WASHINGTON
THE WEEK OF THE CONVENTION
TO FOLLOW NORMA TALMADGE'S "SMILIN' THROUGH"
Bache sure thought it was some picture to do this.
A Curwood story, a sure-fire director and a cast of stars have made it one of the biggest pictures of the year.
Produced by
EDWIN CAR EWE
Pictures Corp.
B. P. Fineman. Pr.
B. F. Zeidman. V. P.
Los Angeles. Cal.
Foreign Rights
Gus Schlesinger, Mgr.
Care of Warner Bros.
1600 Broadway
New York City
Distributed by
AFFILIATED
Distributors, Inc.
C. C. Burr. Pres.
1 33- 1 35- 1 37 W. 44th St.
New York City
Joe Skirbpll,
Assoc. First Nat l Pictures,
Pittsburgh, Pa.
DISTRIBUTED BY
Floyd Brown,
The H. Lieber Co.,
Indianapolis, Ind.
M. A. Klausner,
Mountain States Film Attrac.
Denver, Colo.
M. A. Klausner,
Mountain States Film Attrac,
Seattle. Wash.
J. F. Cubberley,
Assoc. First Nat'l Pictures,
Minneapolis, Minn.
Louis Hyman,
All Star Features Distrib.
San Francisco, Calif.
Louis Bache
Associated First Nat'l Pictures
Washington, D. C.
Inc
uresj
Keeping Faith
With Exhibitors
Educational believes that its obligation to
exhibitors begins when its products are
booked, and does not cease at that point, as
many imagine.
After having sold you a fine product at a fair
rental commensurate with sustained high
quality, Educational then starts to make that
product more acceptable to your patrons;
more easy for you to re-sell through your
box-office window.
That's why, through our national advertis-
ing, we are constantly telling
24 Millions of People
that Educational's products are worthy of public con-
fidence, and that all exhibitors who present these
products are conscientious exhibitors who are earn-
estly striving to give the greatest possible value for
the box-office admission; that these progressive show-
men are giving a whole evening's entertainment.
Educational believes it owes this exhibitor help to its
exhibitor customers and Educational is KEEPING
FAITH WITH ITS CUSTOMERS!
^ *THIS AD
will appear in
THE SATURDAY EVENING POST
MAY 13th— and
THE LADIES' HOME JOURNAL-July Number
"THE SPICE OF THE PROGRAM'
REG. U. S. PAT. OFF.
EDUCATIONAL FILM EXCHANGES, Inc-
E. W. HAMMONS, President
22
EXHIBITORS HERALD
May 13, 1922
SURE-FIRE MONEY MAKERS
OA TW0 REEL OA
//I COMEDY //I
Ol I MIRTH QUAKES
WITH
THE SCREEN'S GREATEST COMEDIAN
FORD STERLING
A SERIES OF COMEDY REVIVALS
THAT THE
PUBLIC HAS ENDORSED
RE-EDITED RE-TITLED RE-BUILT
—AND-
RE-ISSUED
UNDER ARRANGEMENT
—WITH—
FRED J. BALSHOFER
SELLING ON STATE RIGHTS PLAN
— WIRE —
,„m ,M FOOLS CAP COMEDIES «•«•
BKTflm 245 W. 47TH ST. - - - NEW YORK
Mo Put the Right",* State fi$Ms?
e Goldberg says-
, Imp?; i
* \ -*• * r •
1 1 mm
The Seriaf *
Tremendous!
MB
i i
>:'. ;« i J | : i
liiiiii
111
ill
V ! > .' •
Mi Goldberg:
Th fifth chapter
is f e times as
?otf as the first
—a d so on.
Tcritory
is i.ing fast. Wire to
•4
STAR SERIAL CORPORATION
1600 Broadway
NEW YORK
JOE BRANDT^Pre/.
Telephone
BRYANT 6212
Celebrated Players Film Corp.
810 So. Wabash Ave.
CHICAGO
ILLINOIS INDIANA
By
Special Arrangement
with
MARSHALL NEILAN
THE HIT
of
ft THE YEAR
v
Jay 13. 1922 EXHIBITORS HERALD
JACKIE'S MESSAGE
"O THE CHILDREN OF THE WORLD
and were all children —
25
SOL LE
JACKIE COOGAN
^TROUBLE7'
production-
NOW
READY!
26
EXHIBITORS HERALD
May 13, 1922
The LYRADION Concert Grande
Using the Seabrook Amplifying Horn and Equipped with
Four Stage Radio Receiving Set
Powerful
enough to fill any
theatre
Made
also in smaller
sizes
An added
attraction
A money maker
A way
to cut down
expenses
Mutual Music Adds Radio to Its Plan
The first try out of the Radio equipped Lyradion Concert
Grande was given at the Pennsylvania Hotel in New York
on March 9th. Music played by Vincent Lopez' orchestra
forty miles away was reproduced by the Lyradion in the
ball room so loud and clear that 100 couples danced to it.
As a means of reproducing famous dance orchestras, the
Lyradion has proved its worth in houses seating up to 2200
although smaller sizes are available.
The Lyradion Concert Grande offers a new attraction for
your theatre — one that cannot fail to increase attendance
and give you the advantage of being the first to offer public
radio concerts in your city.
This instrument is built for theatre use exclusively — it
is the only instrument on the market that is capable of
reproducing a musical selection in the same volume and
quality of tone that characterized its original recording.
In addition to radio, the Mutual Music plan offers your
patrons the advantage of hearing the current record releases
played under the most favorable circumstances — it hooks up
your theatre to the tremendous amount of advertising that
is constandy being bought by the phonograph record dealer.
Only one Lyradion Concert Grande will be placed in
cities up to 200,000. Prompt action on your part is necessary
if you want to be the first to introduce this new, popular
and innovative service in your community.
Play the "feature" with your organ; use the Concert Grande as a phono-
graph during the "Comedy" and "News Reel" — receive broadcasted news
and music CLEARLY whenever it is being sent.
The Lyradion is ready for delivery now — we will send you a complete
report of installations made thus far and copies of all the advertising used
in its introduction. Write or wire at our expense.
LYRADION SALES & ENGINEERING COMPANY
which is Plant No. 5 of Dodge Manufacturing Company
MISHAWAKA, INDIANA KENYON W. MIX, Director
I
I
Mtiiuuu—— «nfc»immu!
Using the Seabrook Amplifying Horn and Equipped with
Set
Powerful
enough to fill any
theatre
Made
also in smaller
sizes
An added
attraction
A money maker
A way
to cut down
expenses
Mutual Music Adds Radio to Its Plan
The first try out of the Ftadio equipped Lyradion Conceit
Grande wag given at the Pennsylvania Hotel in New York
oil March 9th. Music played by Vincent Lope/.' orchestra
lorry miles away was reproduced by the Lyradion in the
hall room &0 loud and clear that 100 couples danced to it.
As a means of reproducing famous, dance oxchest|ra*i the
Lyradion has proved its worth in houses seating up to 2200
although smaller sizes arc available.
The Lyradion Concert Gn.nd«e offers a new zm action tor
v. ut theatre — one that c-annot fsa\ to increase attendance
quality of tone that characterized its original
In addition to radio, the Mutual Music plan <
patrons the advantage of hearing the current race
played under the most favorable circumstances— j
your theatre to the tremendous amount of advc
Ui t UK mtly being bought by the phonograph rec
Only one Lyradion Concert Grande will he
cities up to 2t!0,GOO. Prompt action on your part i
ii yon want to he ihe firnr. to introduce this M
and inncivalive service in your community.
Vliv rh* "tMtr.ro' ' wl llti feat 01 2.111 ; usit tVin Conceit GraaJ
bush to* thewr
ru.ment on the ffutr
repjoducing
LYRADION SALES &
wUch it Plana No. 5 of
w - uw wi.ll wwl
1 optlfeti cd .i.l I he .i
JEERING COMPAN
KENYON W, MIX, lMm0br
Conqratulations
£Mjss ^Jalmadge
^Aher seeing your latest production'SMlUN"
TH RO UCH "we wish to extend our congratulations ;
toyou in behalf of our franchise holders and
other independent exhibitors n Fora picture
of the rarest beauty <o Fora picture that has
universal audience appeal n Fora picture that
will brinq sunshine and happiness to the world")
Fora picture that will melt every heart and
make everyone who sees it better and happier-)
Fora picture that brinas tears of tenderness
and love to every human bein(j i For a pic-
ture that will gladden the hearts of ex-
hibitors because through its tremendous
human appeal, it will prove a wonderful
box office attraction •
ASSOCIATED
^ FIRST NATIONAL
■fe,. PICTURES imc •
am
■
OAe most beautiful picture of the year-
j%KUi Tmtnitd by (Jostph 'Itl.Schenck; adapted biiJames.Athnwrt (Stelman and Sidney. 4.
'■ GbJ) h.mkiin from .<ltc>\ L'.tnvdon 'llUu tin's </.(iV suCKi'esdireHed byiMney.iJrankiin
J U&rstdfationalCdttraction.
MARTIN J. QUIGLEY
Publi slier & Editor
» ISSUE OF *
May 13, 1922
Principles — Not Personalities
By MARTIN J. QUIGLEY
The opening of the breach between Mr.
i'dney S. Cohen, president, and Mr. James J.
1 alker, general counsel, of the Motion Picture
i leatre Owners of America has thus far accom-
I shed a good in that it has let in the light on
i :airs of the organization and has brought into
ijw certain facts that have remained wholly
partially hidden.
The true situation, as it may now be seen,
without question a thoroughly dismal, disap-
jinting and disastrous one!
It is now more than two years since a group
minor exhibitor organizations crystallized
ito a united movement under the presidency of
Cohen. With a sincerity and enthusiasm
rver before paralleled in this business theatre
• mers in every state and district in the country
led up with this movement in the hope, and
'ith the avowed assurance, that, at last, there
1 as to be an exhibitors' association which would
I; conscientiously and genuinely for the com-
i on interests of the exhibitors of America.
At the celebrated Cleveland meeting, at
' rich this took place, Mr. Cohen was the ac-
< iental beneficiary of an aroused public opinion
nong exhibitors to the effect that they were
impelled by circumstances to stand together
i id battle against the producer-exhibitor men-
! e which at that moment was sweeping across
'e country like wildfire carried on the wings
a gale. We say that Mr. Cohen was an acci-
ntal beneficiary because the organization
ich grew out of the Cleveland meeting was
dven life by the producer-exhibitor issue and
'lis matter had received no place in his pre-con-
' ntion calculations, he at the time having been
:ry busy with a scheme to build an organiza-
< nl
tion around the proposition of screen advertis-
ing.
When the temper of that convention was
registered at the early sessions, Mr. Cohen, be-
ing politically wise, dropped abruptly his screen
advertising proposition and as abruptly jumped
aboard the movement to safeguard the invest-
ment and opportunity of the independent ex-
hibitor.
In the Summer following that convention
the independence contest was fought and won.
Six weeks after the Cleveland meeting this pub-
lication printed a pledge which it had obtained
from Mr. Adolph Zukor which embodied every-
thing that was asked for and everything that
was required to set at rest the exhibitors' ap-
prehensions over the independence issue. For
all practical purposes the issue was dead, yet
Mr. Cohen still viewing it as good political ma-
terial dragged it out again to kindle interest in
that carefully machined session which is re-
corded as the Minneapolis convention.
This resurrection of the attack on Famous
Players was merely a rank political maneuver
which would have been meaningless had it not
gone on creating dissatisfaction, dissension and
strife, leaving the exhibitor who mingled in it
troubled in mind and lean in purse and accom-
plishing nothing but supplying Mr. Cohen with
a make-up for his assumed role of the exhibi-
tor's savior. Famous Players laughed at Mr.
Cohen's maneuvering; all well-informed per-
sons in the trade laughed at it and no one took
it seriously except members of the organization
who were trusting confidently in their leaders.
(Continued on page 31)
28
EXHIBITORS HERALD
May 13, 1922
-MARTIN J. QUI G LEY
PUBLISHER/ &> EDITOR
Published every Wednesday by Martin J.
Quigley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois. (Tele-
phone : Harrison 9248-9249.)
Sievr York Office: 1476 Broadway. (Tele-
phone: Bryant 1368 and Bryant 5111.)
L,os Angeles Office: 453 Sonth Spring St.,
(Telephone 660-10.)
All Editorial and Bnsiness Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cnba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), 95.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV May 13, 1922 No. 20
Campaign Books
In an interesting discussion recently
before the Associated Motion Picture
Advertisers Victor M. Shapiro of the
Pathe organization declared for the re-
naming of the press book, urging that
henceforth it be known as the campaign
book. It is true that the name "press
book" does not fit the type of com-
pendium which is now gotten out to
assist the exhibitor in retailing his pic-
tures. Many other features of the mat-
ter touched on by Mr. Shapiro indicate
a thorough familiarity with his subject
and afford much valuable information.
With particular reference to the
exorbitant cost of many types of cam-
paign books that are issued from time
to time it should be noted by those re-
sponsible for this work that elaborate
mechanical effects are not required.
The campaign book need only supply
the exhibitor with the necessary infor-
mation about materials which are avail-
able for his use. The favorable con-
sideration of the exhibitor with respect
to the particular picture already has
been obtained ; hence, expensive print-
ing effects are simply extravagances as
far as the campaign book is concerned.
* * *
Curbing Piracy
The industry, through lack of ef-
fective cooperation among the more
important units in production and dis-
tribution, has permitted itself to be vic-
timized to the extent of millions of dol-
lars through film piracy. Fortunately,
the day of the film pirate is rapidly
drawing to a close. The heavy losses
suffered through pirating of pictures
finally has brought producers and dis-
tributors together in a movement which
promises a substantial curtailment of
this evil.
Among the important steps being
taken is the negotiation of a treaty with
Japan which will enable American own-
ers of film subjects to safeguard their
property against pirating in the Jap-
anese kingdom — a thing that has been
practically impossible of accomplish-
ment under the old arrangement. New
laws to reach the evil also must be en-
acted in the United States.
# * *
Production Sanity
The efforts of Mr. Patrick A. Powers
to maintain at the R-C studios a system
of production which will minimize the
conspicuous ills of the creative branch
of the business will be productive of in-
teresting results. Mr. Powers' efforts
are not of the experimental type;
through practical experience over a
period of many years he knows very
nearly what can and what cannot be
done. He knows what artists will seek
to do when given free rein and also
what they can be encouraged to do
when they are put squarely up against
the proposition of operating sanely,
economically and industriously — or
seeking new sources of revenue. The
Powers production plan will afford
valuable guidance for the whole busi-
ness.
Re -Takes
J. R. M.
Fur-lined B.V.D.'s are the latest thine
for Spring wear.
* * *
Wilson is becoming one of our best little
repudiators.
* * *
He Needs It
Chicago has a minister to enforce lav
and order. The police department fur
nish him with a body guard so the stick-
up men won't molest him.
* * *
MORE INSIDE STUFF
By Dan E. Daily
Gosh! Our new feature went ovei
with a bang! Getting congrats frort
all sides. Must like it. Well, here i:
the second installment.
Hist ! This is d'rect from headquar
ters. Zukor was seen last nite with ;
can of fillum, or someth'g under hi
arm, hedin' for Wall st. Looks om
n'ous. Called up Zukor's office bo;
and he sez : "Mr. Zukor's out. Fatn
ous Players is out. Everybody's ou
but me, an' I'm jes going to go out.'
More later.
Jackie Coogan is out with the hi;
brassie. He's goin' to play the winne
of the N. Y. film golf tournameni
With one hand tied b'hind his back
An' BLIND FOLDED. That's ho\
good Jackie is. So, look out, you cow-
pasture bill-ard players.
Sh ! sh ! Louie's office boy has jus
crawled in through the back way, an
he tells us that L. J. had lunch at tb
Astor week before last with a Strang
looking goof, and there's somethin
doin'. They both ordered zoop. An
ate it. In silence. More o' this late
* * *
Try It On Your Tuner
Soon we may expect a flood c
sentimental ballads about "My rad;
queen" and "She's got her antenr
tuned for me."
* * *
Oi! Oi! He's Better Now
"Sweetheart, I bring you love at
kisses from 12,000 motion picture theat
owners."— Cohen to Sen. Walker, win
James J. was flat on his back in the ho
pital.
* * *
IN THIS ISSUE
of SPKCIVI, imekkst Harry M. Warner Urges Volume Ad-
. '. . _ „ vertlting Inserts 4«
Rays is entitled to Confidence of Mtendanee at Boston Meeting
|-ul>li<- Bays Solon Ml nf ft M P. E 4(1
"Wluii is the Holley Movement f In "* °"
Asked A rain 88 nni'AHTMKXTS
nkws OF THE! WEEK Pictorial Section 87
_ - _ . ... . . u. . _ it d The Week lii New York 44
tool lla-nris Working to Sum- M. I*. ' .... ... , _ Mi
v <> » ... i.. ........ I.... 2ft Money Making Ideiis I"
T. <>. \. nt Convention 2»
WlllklT Denounces < Olll'll II nil \sso-
The Theatre 47
IIIKCr IM'IHMIIII I N I . .11.-11 .iiiii r.p».r-
dates nt r. o. C. c. Dinner .12 IVewaaletuxes an
SI. I, on Is Theatres Lock Out ISO Mil- llcvlews »»
■lelam 84 PohUe Rights League . '
i Mm Executives Bee Healthlei Com- Traveling Through Nebraska with
■llllons In Industry M II. B. N •-
Censorship Denounced, Hays Praised, Letters from Hi nders 7i
by Public In South IB Topics «f the Day. . . . . .. . . . J4
Thugs Hum Peel of Chicago Theatre What the Picture i>'d for He 7s
Manager In Robbery Ittempl 88 Theatre Equipment *'
Cnter n> Residential Houses to win Chicago Trade Events m
Patroma mm Price 4S tilildc In Current Pictures 1HI
Taking No Chances
Editors Boynton and James, it
rumored, have arranged to attend the a
ntial convention at Washington. Sc
arate reservations have been made for t
t rip, it is said.
* * *
Lullabies to Order
See where the Pullman company
going to equip its cars with quarh
Three rings on the bell gets you a croo
ing melody, four rings some ragtime, a
five, a little light opera. I understa
there's to be a surcharge for this »ei
ice, which will only hike the Pull"'
prices another fifty per cent.
Kay 13. 1922
EXHIBITORS HERALD
29
Cool Heads Working to Save
M. P. T. O. A. at Convention
Majority of Delegates
Will Arrive Unpledged
The Situation
h Bulletin Form
ydney S. Cohen has announced his
: didacy for re-election and his friends
c m that he will be swept into office
b a big majority. Express doubt that
a opposition will develop on conven-
tii floor.
* * *
enator James J. Walker, who was
"l noved" as general counsel of M. P.
T>. A. by General Manager A. J. Moel-
li announced at T. O. C. C. dinner he
wild have nothing further to do with
0 anization under present conditions.
Anirers continue their campaign to
e :t him president over Cohen, and de-
cre they doubt if Cohen will appear
a Washington.
» « *
harles L. O'Reilly, president of
1 P. T. O. of New York, calls special
iieting of state organization to con-
s er charges made against him by
den's friends. Declares that after the
c rges have been disproven, he will file
s t for libel.
* * *
Michigan exhibitors going to Wash-
i ton in two special cars and will es-
t lish headquarters on mezzanine floor
0 Washington hotel. Entire delegation
sd to be instructed for Cohen. Al Stef-
f, Minneapolis, declares Northwest is
sidly behind Cohen. Glenn Harper,
Is Angeles, states twelve votes from
Is Angeles will go to Cohen.
* * *
enator Walker declared to have New
1 rk delegation and Solid South with
Ii in addition to generous share of del-
cites from Ohio, Pennsylvania and
s eral Eastern states. His backers de-
t re seventeen states will withdraw
f m M. P. T. O. A. in case Cohen is re-
< rted.
* * *
ohen calls convention committee in
« sion to decide whether or not Will
1 Hays will be invited to speak at
<ivention, and to outline program for
te session, May 8 to 12.
Rank and File Await Developments as Leaders
Continue Bitter Personal Fight
By EDWIN S. CLIFFORD
(Managing Editor, Exhibitors Herald)
The procession to Washington has started.
Bewildered exhibitors from all parts of the United States are moving
toward the capital to attend the third annual convention of the Motion
Picture Theatre Owners of America — wondering what is going to happen
and what part they will play in it.
Seek Truth Behind Bitter Quarrel
From present indications at least half of the delegates will reach
Washington with an open mind. There will be a large group determined
to keep Sydney S. Cohen in office. There will be a second large group,
stirred by the so-called "martyrdom of Jimmy Walker," who will be just
as determined to oust Cohen from the presidency. The majority, however,
are "awaiting developments."
The convention itself may make history. Again, it may
be a fiasco.
The M. P. T. O. A. may emerge from Washington with new life,
new strength, greater possibilities. And it may be smashed into two or
three hopelessly alienated factions.
No Dark Horse Candidates on Horizon
One of the surprising angles of the situation is that despite the bit-
terness of the fight being waged in New York City, no "dark horse" or
"harmony" candidates have appeared.
Sydney S. Cohen is an avowed candidate for re-election and is bend-
ing every possible effort and pulling every wire to assure the necessary
number of votes to be swept back into office.
Senator James J. Walker still insists publicly that he is not a candi-
date, but the men closely associated with him are continuing their drive
to line up delegates for him. Whether he wants the office or not, it is
certain that he will be nominated if opponents of Cohen believe he has a
chance to win.
Already Talk of "Bolting" Convention
With the lines still hazy and the strength of both men
problematical, there is already talk on both sides of a "bolt"
if the other is elected.
Opponents of Cohen openly declare that his re-election will split the
national organization wide open — that they will not accept him under
any conditions.
On the other hand, leaders of a half dozen state organizations take
the same attitude toward Walker. The Senator, in a talk before the The-
atre Owners Chamber of Commerce a week ago, applied the term "rats"
to a half dozen of Cohen's ardent supporters and declared war to the
finish upon them.
It is certain that if either Cohen or Walker wins decisively the "axe"
will begin to fall on executives in various capacities in the organization
within a few hours after the ballots are counted.
Majority to Consider Organization First
Outside of the warring factions, the great majority of delegates are
going to Washington determined to save the organization — to salvage from
30
EXHIBITORS HERALD
May 13, 192
WHICH
Pres. Sydney S. Cohen
Sen. James J. Waker
the threatened wreck the association
which it has taken years of arduous labor
to build up.
The older exhibitors have seen
personalities smash more than
one promising national organiza-
tion and arc preparing to make a
fight to prevent the destruction of
their latest effort.
They are willing to submerge their per-
sonal preferences and dislikes to put the
M. P. T. O. A. on a sound footing but
they are prepared to demand an explana-
tion of a few of the things brought to the
surface during the present controversy
and to sift the dozens of veiled insinua-
tions which have been passed back and
forth.
$150,000 Raised in Two Years
The Motion Picture Theatre Owners
of America has been an expensive invest-
ment considering the results obtained for
the rank and file of the organization. No
figures have been made public recently,
but quotas assigned to various states and
statements made by executives from time
to time would indicate that between $125,-
000 and $150,000 had been poured into the
treasury during the past two years.
It is now charged that the organization,
which has expended this sum, has been
operating for two years without a con-
stitution and by-laws — that an effort to
have a code adopted at Minneapolis a
year ago was sidetracked.
It is charged, too, that the M. P. T.
O. A. has no membership roll, that it
depends for its lists on the various state
organizations which are affiliated with it.
Cohen Firmly Entrenched
The men who seek to oust Cohen, arc
finding that he is more firmly entrenched
than they anticipated.
Officers of several state organizations
owe their position to him, as he interfered
in local political situations; insisted on
the ousting of executives who did not fit
into the scheme of things, and dictated
who should be chosen.
A. J. Moeller, general manager of the
M. P. T. O. A., sarcastically dubbed
"Cohen's incense bearer and caddy" by
Senator Walker, owes his $7,500 job to
Cohen.
Many of the members of the national
executive committee and other official
bodies were "hand picked" by Cohen and
can be depended upon to fight for him.
There have been trips to New York and
Washington, and Cohen has always been
generous in providing comfortable accom-
modations and sharing the attendant pub-
licity.
Say Producers Chose Walker
Early indications are that Cohen's fight
on Walker is to be centered on a char
that he is "the candidate of the prodi
ers."
From Detroit, a Cohen stronghold,
dispatch has been sent out that \vh
Sam Berman was there in interests
Walker, he sent a wire to Adolph Zuk
The source of the information was i
given.
Al Steffes of Minneapolis, a stain
supporter of Cohen, has issued a sta '
ment reiterating his advocacy of Cohc
reelection and stressing the fact tl
Marcus Loew had suggested Walker
the presidency of the exhibitor organi
tion.
Rochester Exhibitors
Seek to Oust O'Reilly
By JOHN S. SPARGO
(New York Editor, Exhibitors Herald)
NEW YORK, May 2.— The first real skirmish in the Cohen- Wall
battle for the leadership of the Motion Picture Theatre Owners I
America takes place at Albany tomorrow. Then the board of direct''
of the New York State unit tries State President Charles L. O'Reilly i
impeachment charges preferred against him by the Cohen forces.
O'Reilly's removal is sought on the
complaint, of Rochester exhibitors who
charge him among other things with not
properly handling the finances of the
state organization and with failing to
give proper support to the national
president.
Is Deciding Move
The Albany meeting is generally con-
sidered to have a far-reaching effect as
it will decide whether or not Sydney S.
Cohen will have the support of his own
state in his candidacy for re-election at
the Washington convention next week.
O'Reilly's exoneration on the impeach-
ment charges will mean that the state
board of directors is for Walker and
against Cohen.
The Rochester meeting was held '
Friday at which time resolutions wf
adopted containing the charges aga '
O'Reilly. These were signed by Geo:
CafTrey, Case Stahley and William C-
han and forwarded to Jules Micha .
chairman of the board of directors.
Michaels, in due form, notified Presidj
O'Reilly, who immediately issued a I
for the meeting tomorrow.
Walker, O'Reilly Agent
Senator Walker will appear before t
board as the representative of PresidJI
O'Reilly in the impeachment trial.
Cohen has also been notified to be P
(Concluded on page 32)
My 13, 1922
EXHIBITORS HERALD
31
Principles — Not Personalities
(Editorial — Continued from page 27)
Then came the First National fiasco, a sen-
s ional flourish which started nowhere and
g: nowhere. Next a personal quarrel with Mr.
F-am Abrams together with occasional intima-
tes of "investigations" of other distributing
conizations without any result whatsoever
oier than still further minimizing the already
t<- little goodwill that existed within the indus-
b.
Meanwhile under Mr. Cohen's direction
tire was the resounding blat about a $5,000,000
d tributing corporation which as usual sim-
irred down to absolutely nothing. A month
ws set aside during which independent pro-
duers were to be encouraged. Again there was
f.lure. With great trumpeting the so-called
Pblic Service Department was created and
IV . Cohen is still explaining what this is all
a >ut.
During all this by-play such vital matters
a an understanding with distributors on ad-
v ice deposits, a uniform contract and many
o ier practical business questions remained at
a tandstill.
Under the Cohen administration there has
b:n no co-operative association of exhibitors;
ti re has, on the contrary, been a downright
fcdal system under which the New York clique
wre the barons and the exhibitor members
tloughout the territories were the serfs. There
h; been no popular rule; the shrill shouts of
IV'. Cohen have been the voice of the organiza-
tin. The free development of state organiza-
tins have been neither encouraged or
p mitted, only so far as such development
c lid be carried on under the autocratic dicta-
titi of Mr. Cohen.
This has resulted naturally in an organiza-
tin that Mr. Cohen carried in his vest pocket
a3 one just about as big and as virile as that
siaation would permit.
This, then, is the disturbing and disappoint-
ii reward of the interest, loyalty and enthu-
sism of theatre owners toward their organiza-
tin during the past two years. This is the
nnument of sham, intrigue and selfishness that
h i been raised to mock the laudable aspirations
o theatre owners for a real organization.
The debacle is to be explained in but one
way: However bright may have appeared the
promise of those who have been in charge of the
organization, the result of the trial has been
merely a murky mass of failures. They have
obtained preferment for themselves but they
have been a detriment to the organization. With
the brow-beating tactics of the outlaw labor
agent they have won only stubborn resistance
everywhere they have sought to advance the
exhibitor's interest. Having destroyed every
basis for confidence in themselves and in their
motives they have made the round table dis-
cussion method of the modern business world
an impossible procedure. They have raised high
the trade barriers of prejudice, dissension and
strife, leaving the exhibitor on the outside reach-
ing vainly for things that he would have if he
were not the victim of bad leadership.
Within the hallowed precincts of the Dis-
trict of Columbia the exhibitor will be given
another chance to help himself, to make another
start toward the desired goal of honorable, rep-
resentative and serviceable organization.
The personalities of the Cohen- Walker con-
troversy are of very little importance. Mr.
Cohen's record has alienated the support of the
rank and file of exhibitors and the recent break-
ing away of New York exhibitor leaders is not
as surprising as the fact that the break did not
come months ago, provided only that the pres-
ent controversy is over principles and not per-
sonalities.
What the exhibitors should seek at Wash-
ington is an honorable big man who is willing
to be a servant of the organization and not a
vain little man who wants leadership in the or-
ganization in order that he may get the organ-
ization to serve his interests.
There is no royal road to organization and
however difficult and disappointing has been the
theatre owners' task in this respect they will
achieve success if they hold strictly to the de-
mand for leadership of honor, unselfishness and
service under which the principles pledged to
by the organization will be safeguarded and
carried on.
32
EXHIBITORS HERALD
May 13, 19.
Try to Oust
O'Reilly
being to patch up at least a truce, and
prevent the now famous T. O. C. C.
meeting. Leo Brecher was chairman of
this committee.
(.Concluded from page 30)
ent, and while he has stated that he will
be there, it is believed that a meeting of
the convention committee in Washing-
ton tomorrow may prevent him from go-
ing to Albany.
In refutation of the charges Mr.
O'Reilly will take to Albany as one of
his witnesses a certified public account-
ant whose duty it has been to make a
monthly audit of the books of the state
organization. Mr. O'Reilly has alst) noti-
fied Treasurer Linton to be present with
all books, cancelled checks and vouchers,
even dating back to the time when Syd-
ney Cohen was president of the state or-
ganization.
Members Are Absent
The board of directors is composed of
W. A. Dillon, Louis Buettner. Frank
Koch, Jules Michaels, Walter Hays, Leo
Brecher, Charles Steiner, V. A. Warren,
Jules Greenstone, A. A. Elliott, Bernard
Edelhertz. Howard Smith, Samuel
Suckno, David Cohen. Joseph Quittner,
Rudolph Sanders. Nathan Robbins, Sam-
uel Peyser and Samuel Sheer.
The last meeting of the board was held
last week at the office of Mr. O'Reilly
for the purpose of considering the action
of the national officers in dismissing Sen-
ator Walker as the national counsel and
issuing the statements attacking Mr.
Walker, Mr. O'Reilly and Secretary S. I.
Berman. All the members were present
with the exception of Elliott, Koch, Dil-
lon, Sanders, Warren and Robbins. At
that meeting resolutions of confidence
and esteem for Senator Walker were
adopted as were also resolutions of con-
demnation for the statement attacking
him. Another resolution authorized en-
gaging him as counsel for the state unit.
Repudiates Statement
Mr. Cohen was asked to appear before
the board to explain ihe issuance of the
statement, which he did at an evening
session on April 25. At this session, ac-
cording to a number of the members of
the board, he repudiated the statement
and the dismissal of Walker as national
counsel, asserting that it had been done
without his sanction or knowledge.
Mr. Cohen was asked if he would make
this repudiation publicly, and upon his
agreement to do so a committee was
appointed to take Mr. Cohen's written
statement to Senator Walker, the object
Walker Raps
Cohen
Senator James J. Walker has chosen
the open forum — Sydney S. Cohen the
newspapers — as battlegrounds in the
finale of the fight which has been raging
between the two exhibitor factions for
supremacy in the M. P. T. O. A.
No doubt remains that the breach
between the two groups — once close as-
sociates— has become unreparable. Walk-
er's acrimonious condemnation of Presi-
dent Cohen at the open meeting of the
Theatre Owners' Chamber of Commerce
in New York last week cemented the be-
lief that only the exhibitors of the coun-
try represented at the Washington con-
vention can pacify the factions and again
create harmony within the ranks of the
organization.
Talks for Three Hours
Walker had the floor to himself and
for almost three hours he stood before a
representative group of theatre owners
in the New York territory decrying the
"character assault, misrepresentation,
ingratitude "and breach of confidence" of
which, he declared, President Cohen was
guilty.
Both Walker and Cohen had been re-
quested to address the assemblage, but
the latter was not present, assigning as
his reason for being absent: "In the in-
terest of harmony at the particular and
special request of the officials of national
and state bodies, I yielded in my purpose
to attend the meeting to defend myself
and remained away."
Doesn't Mince Words
Senator Walker minced no words, us-
ing such phrases as "malicious lies,"
"hypocrisy," "deception" and "double
dealings" to interpret his opinions of the
activities of some of the higher ups in
the national organization.
The senator stated that he had been
requested by President Cohen to remain
away from the meeting. This he declined
to do, declaring: "I told him I could not
retain my self respect if I agreed to per-
mit him to make malicious and slander-
ous and lying charges in the public press
and agree to answer them only in pri-
vate."
There was a venom in the senator's
talk which had not cropped out in any
of his previous addresses. Referring to
the Cohen statement "dismissing" him
national counsel and charging him w
negligence, the senator said:
Asks Cohen for Truth
"Ask Cohen to tell you the truth. A
they have said I was negligent. The ir
who provoked that statement is nothi
more than an ordinary, common, eve
day, lying rat.
"I could forgive his ignorance, but
ingratitude, never.
"I came to you clean, and I am leav
you clean. Where is that slogan 'an
jury to one is the concern of all?' 1
hell it is. I sent Cohen a wire ask
certain explanations, but he didn't answ
Cohen has retracted the statement, I
he does not say that it is not true, i
that is what he has got to do."
Cohen, A. J. Moeller, business man;;
of the National organization, and Prav
True, Collins, Lick and Brylawski of
executive committee received the bri
of Walker's venom. Relative to the
tice "dismissing" him as national co
sel, which he dubbed "this dishonora
discharge," Walker said:
"Here to Answer Charge"
"I am here to say, and will say it p
sonally to any man who allowed his na
to that letter, that any man who say
am or have been unfaithful is a liar. .A
that goes for them all. I have strugg
hard and I've worked and always gi<
the very best in me.
"I am here to answer any charge ;
to demand an explanation. I've cc •
here. Where is Cohen?
"I've worked my way up and I d
you to find the man who will say t
Jim Walker is not a square shooter,
have established a reputation for
play, and I don't purpose to allow ;
gentleman from Nebraska, Connecti
or anywhere else to accuse me of
dirty, contemptible things that have 1) i
said about me."
Walker referred to Moeller through t
his talk as "the bearer of the dirty w ;
of this provoker (Cohen) against «
pals."
Paid for 15 Months
In reference to the published staten t
of the M. P. T. O. A., that Walker I
received $1,000 a month while counsel r
the organization, the senator said:
"They say I got $1,000 a month. t
of the twenty-six months I have ser i
the M. P. T. O. A. I have received j -
ment for fifteen."
Considerable time was devoted y
Walker to condemning the statement ■
sued by the M. P. T. O. A. follov r
the publication in a New York papc 't
a story that the senator would accept e
presidency of the M. P. T. O. A. ; a
salary of $75,000 a year.
(Concluded on page 34)
G. G. SCHMIDT, CHARLES T. JOE HOPP. form-
president of the SEARS, head of er stale and na-'
the Missouri M. lional official, is a
P. T. ()., who will member of the
In- active in the large Illinois dcle-
con vent ion. Ration.
Indiana league,
who will lie in the
limelight at
Washington.
JOSEPH G.
RHODE is ex-
pected to make a
plea for "re-
forms" which
Wisconsin urges.
All )E E. t'ADY
will lead Michigan
members in figln
for re-election of
Pres. Sydney S.
Cohen.
k. R. PRAMER,
a member of
executive bo
will precede <>t
Nebraskani to
nation's capital
ay 13, 1922
EXHIBITORS HERALD
33
,o/e Resigns As
Head of Various
R-C Companies
(Special to Exhibitors Herald)
NEW YORK, May 2.— Rufus S.
Die today resigned as president of
C Pictures Corporation, Robert -
:n-Cole Distributing Company,
>bertson-Cole Realty Corporation
; d Robertson-Cole Studios, Inc.
'ie resignation is effective immedi-
&■
Governor Urges War
Against Unfair Press
utes Eagerness of Eastern
Dailies to Scandalize
Coast News
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Why all the
fair treatment of the motion picture
iustry bv the newspapers?
An answer to this question was given
Governor Stephens of California at
dinner given in his honor by the \\ est-
i Motion Picture Adveritsers.
He declared that Eastern newspapers
gerly played up on the front pages any-
ing that would tend to keep persons
.ay from this part of the country. The
blicity men were urged to combat this
andalizing of motion picture news by
e press.
Expressing his attitude toward the in-
stry, the chief executive said: "There
s been no bill signed by the governor
California inimical to your interests
d your desire to serve the public. I
int to help you all I can. I am for
Uifornia films and their value to the
blic. I congratulate you on being con-
cted with such a wonderful industry, a
eat industry that has an unmeasured
ture."
The dinner was the most notable affair
its kind yet held by the Wampas. On
e program in addition to the governor
re Judge Gavin \Y. Craig. Joseph M.
henck and William C. DeMille.
A telegram from Will H. Hays, ex-
essing his appreciation of the organi-
tion's efforts and aims, was read by the
airman. President Arch Reeve was in
arge of the banquet. Garrett Graham
:roduced the governor. Those assisting
arranging the affair were Mike Bovlan
d John McCormick.
Manages K. C. Theatre
(Special to Exhibitors Herald)
[KANSAS CITY. MO., May 2— A. J.
jeininger has left the Metro exchange
! manage the Twelfth Street theatre.
What
Does
the Herald
Say?
"What Is the Holley Movement?99—
Let This Be Answered at Washington!
Several months ago the HERALD discovered and published what ap-
peared to be definite evidence that either with or without the sanction of
the administration of the Motion Picture Theatre Owners of America Dr.
Francis Holley was engaged in a work which was aimed to put advertising
films on the screen.
At that time — and since — Dr. Holley was acknowledged as the head of
the Public Service Department of the M. P. T. O. A.
The Public Service Department was alleged to be a thoroughly altru-
istic movement aimed only to shed the light of knowledge and information
in darkened quarters by means of the motion picture. Despite this, how-
ever, Dr. Holley was caught in the act of promising the screens of America
for the commercial exploitation of certain merchandise.
Upon the publication of the HERALD'S expose several extraordinary
events occurred :
Sydney S. Cohen, president of the M. P. T. O. A., first declared that a
letter which was offered in evidence, bearing the signature of Dr. Holley
and soliciting screen advertising, was a forgery — a plot to embarrass the
organization. Later he declared that the letter — and the Holley efforts
which it disclosed — simply represented an innocent error on the part of
Dr. Holley and that upon being checked up he had promised to be good.
Later Mr. Cohen said that the letter really didn't mean what it said but
rather something entirely different.
In answer to the HERALD'S article there came out of the Cohen head-
quarters a campaign aimed to create the impression among members of the
organization that our reference to the Holley movement was an attack dic-
tated by enemies of the organized exhibitor — ancient stuff, indeed, but it
did afford what probably was considered a convenient means of escape
out of an uncomfortable position!
The obvious question created by the situation was not answered and
has not been answered yet. It is true that as a result of the HERALD'S
expose the Holley efforts along the lines referred to were abandoned and
whatever movement the venerable mien of Dr. Holley was expected to
shield suddenly became strangely quiet, yet no explanation that would
satisfy any intelligent person has been offered.
The Holley movement and just what Mr. Cohen intended to ac-
complish by means of it has never been explained.
Exhibitors who do not enjoy being bilked, particularly by those in
whom they have placed a trust, will want to know more about it at
MARTIN J. QUIGLEY.
34
EXHIBITORS HERALD
May 13. 192,
Film Executives See
Healthier Conditions
Throughout Industry
(Special to Exhibitors Herald)
NEW YORK, May 2.— Healthier con-
ditions throughout the industry are in
evidence everywhere, according to Elmer
Pearson, general manager of Pathe, and
Louis Weiss of Weiss Brothers, spon-
sors of a number of state right organiza-
tions.
"It is my opinion," says Mr. Weiss,
who is handling "The Expose of Sawing
a Lady in Half," "that any salable pic-
ture will find a ready market on the
state right field at the present moment.
Exchange men are anxious to buy and
have the ready cash to handle any pic-
ture out of the ordinary."
Mr. Pearson, viewing the situation
with optimism, says: "March and April
plainly indicate an improvement in the
picture business. A large number of ex-
hibitors have given practical attention to
their own special problems of adjusting
expense to receipts on a rational basis,
and this has speeded up their entrance
upon a new era of prosperity."
What
Does
the HERALD
Say?
Beardstown Exhibitor
To Stage Benefit Show
For Victims of Flood
(Special to Exhibitors Herald)
ST. LOUIS, MO., May 2.— St. Louis
exchanges have pledged their assistance
to make successful a benefit show L. W.
Goodell, head of the Beardstown Amuse-
ment Company, is arranging for the bene-
fit of the Beardstown flood sufferers.
Film for the performances will be loaned
free of all charges.
The Princess and Gem theatres were
forced to close because of the high water.
Goodell said Saturday that there still is
four feet of water in front of the Princess.
St. Louis Alderman
Would Rid City of All
Blue Law Ordinances
(Special to Exhibitors Herald)
ST LOUIS, MO., May 2. — Joseph
Heckel, alderman of the thirteenth ward
of this city, has started a movement to
eliminate all blue law ordinances from the
St. Louis code. Heckel on last Friday
introduced a bill to eliminate Sunday
closing legislation. He called attention
to the fact that Sunday closing violates
the principles of religious liberty guar-
anteed by the constitution.
The Missouri branch of the Anti-Blue
Law League is rendering Alderman
Heckel support.
Inaugurate Concert as
Prelude to Film Show
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., May 2.— The
Circle theatre has inaugurated a new
standard of entertainment under which
de luxe programs will be given each week
with the house opening each day at noon
instead of 11 a. m. From 12 to 12:30
each day a musical program is presented
on the mezzanine floor which is followed
by the photoplay program.
Cupid Lets Secret Out
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Robert Collier,
publicity manager of West Coast Theatres,
recently married Ruth DeFrancis. Cupid
can't keep a secret.
Fire Perils Theatre
(Special to Exhibitors Herald)
SOUTH BEND, IND., May 2.— Fire
which started in a wooden staging used
in the construction of the Palace theatre
on North Michigan street, was extin-
guished before much damage resulted.
Companies to Abolish "8 by 1 0 V
National Association Says Discontinuance of These Cards
Would Effect a Great Saving
"Eight by ten" lobby cards are doomed, in the opinion of the National
Association of the Motion Picture Industry which has just conducted a
survey among producers and distributors. By abolishing this size in favor
of 11 by 14 cards, it is believed that a great financial saving will be effected.
Two distributing companies already
have discontinued issuing the smaller
cards because of the low percentage of
exhibitors using them. Answers to the
questionnaire sent out by the association,
indicated that only the smallest theatre
men are using the 8 by 10's.
One of the queries in the questionnaire
was: "What is the present percentage of
8 by 10's as compared to 11 by 14's?"
The answer varied from 1 per cent to 30
per cent, and their composite average
was 12 per cent.
Six companies answered that they
would consider the elimination of the
smaller card "if done uniformly through
the industry." Two companies stated they
would continue to issue 8 by 10's in small
quantities.
In sending out the questionnaire the
National Association followed a sugges-
tion by C. W. Gothcrman, purchasing
agent of Goldwyn Pictures Corporation.
The questionnaire was sent to the pur-
chasing agents of the various companies
and the replies were composite answers
from the purchasing agents, sales depart-
ments and advertising departments. The
result of the canvass will be placed be-
fore a mcciing of the company executives
in the near future.
St. Louis Theatres
Lock Out Musicians:
450 Players Are Hi
(Special to Exhibitors Herald)
ST. LOUIS, MO., May 2.— The e.x
pected lockout of the musicians in th
motion picture houses here took plac
yesterday. The managers of the the
atres say they will dispense with mu
sicians until they submit a wage seal
calling for a reduction in wage satisfac
tory to the owners and abolish the rul
that requires a certain number of mu
sicians according to the size of the hous
and admission fees charged.
Recently the Musicians Mutual Benefi
Association rejected a request that wage
be reduced 30 per cent. They decline
to consider any reduction or change th
working agreement. The decision ti
lock out the players at the expiration o
the old contract on April 30 was thei
reached.
About 450 musicians are affected. Th.
few vaudeville houses of the city wil
continue with the minimum number o
musicians called for in their contract:
which do not expire until the close o
the regular season. Under the old wagi
scale the musicians were paid a mini
mum of $42 a week and as high as $75
(Concluded from page 32)
He explained how the story had been
"faked" by Joe Jordan of the Evening
World, and stated emphatically that lie
had given no statement to the press.
Referring to this phase of the M. 1\ T. .
O. A. statement, he said:
Gave No Statement
"That statement is a malicious lie, be-
cause I gave out no statement and could
not have said any such thing. I am here
today to face some of these malicious lies.
I say that the statement of the M. P. T.
O. A. started off with a lie. I want to
further say that while Cohen's name
is not signed to that statement, he either
wrote it or dictated it. And he should
be here either to affirm or deny that he
did issue this statement. And why
shouldn't he have come here? Who are
here? His friends, but he doesn't dare to
face you.
"Perhaps hypocrisy, deception and
double dealings are part of his methods.
Perhaps these don't mean anything in
the motion picture business, but I tell you
that it is character that is involved in
this issue with me."
All Must Answer
Citing that part of the statement which
read, "If the producers want to hire a
professional politician to run their af-
fairs for them that is their business," the
senator made this comment:
"This person has cast reflection on
every public official. He should be here
and be made to answer whether he con-
siders every public official a professional
politician. There isn't a public official
who has not taken exception to that
charge and you will hear more about
that later. He will be asked to answer
that, and so will you."
Walker stated emphatically that he
would not be a candidate for president:)
of the national organization, but despite
this his sponsors actively arc continuing
their campaign.
\Iav 13. 1922
EXHIBITORS HERALD
35
Thieves Torture House
Manager When Refused
Combination of Vault
Three bandits, who entered the Metro-
olitan theatre of Ascher Brothers at
-rand Boulevard and 47th street, Chi-
igo. resorted to torture in an effort to
>rce Harry Campbell, manager of the
ouse. to reveal the combination of the
ife which contained $3,000. When Man-
ger Campbell maintained that he was
of familiar with the combination the
io of thieves took off his shoes and
>cks and toasted his feet over a bonfire
f newspapers.
Campbell remained stubborn insisting
lat the cashier was the only one who
)uld open the strong box, and the
lieves finally became discouraged, tak-
ig $12 from Campbell and binding and
igging him and the negro porter.
.aud Hope Hampton at
Hope Theatre Opening
(Special to Exhibitors Herald)
DALLAS, TEX., May 2.— The new
ope theatre of the J. D. Williams
musement Company opened its doors
• tremendous crowds. Miss Hope
ampton, in whose honor the theatre
as named, was the recipient of a mar-
:lous ovation and completely captivated
alias by her charm and ability.
"Stardust." in which she features, was
le initial attraction and was praised by
■viewers and public alike.
Directs Theatre Music
(Special to Exhibitors Herald)
LOGAXSPORT. IND.. May 2.— Louis
ike of Indianapolis, has taken charge of
ie orchestra of the Colonial theatre here,
or the last year he has been director of
ie' orchestra of the Circle theatre at In-
ianapolis. He also will play the Colon-
l's new $10,000 pipe organ which is to
s ready for service by June.
To Handle Arrow Films
(Special to Exhibitors Herald)
KANSAS CITY, MO., May 2.— Pro-
ressive Picture Company, a newly or-
inized concern which will distribute
rrow product in the Kansas City terri-
>ry,^ is now located in its new quarters
Nineteenth and Wyandotte streets.
)e Fox is manager.
Save an Hour" Beaten
(Special to Exhibitors Herald)
ELGIN, ILL., May 2.— The daylight
tving plan, placed before the voters last
riday, was defeated. The ballots stood
512 against the "save an hour" scheme
id 1.943 fcr.
Jew Hodkinson Manager
(Special to Exhibitors Herald)
KANSAS CITY. MO.. May 2.— Fred
McCracken has arrived from Salt
ake City to succeed J. J. Millstein as
anager of the Kansas City Hodkinson
nee.
Chain Book "Cap'n Kidd"
Big Feature Rights Corporation of
entucky, which controls the rights to
~apn Kidd." Eddie Polo's first inde-
pendently produced serial, announces that
ie Lynch chain of theatres have booked
ie feature for the entire circuit.
Censorship Denounced, Hays
Praised, by Public in South
Two Hundred and Fifty Delegates Attend Better
Films Congress at Atlanta — Religious and
Civic Bodies Are Represented
(Special to Exhibtors Herald)
ATLANTA, GA., May 2. — The great American public — that part of
it residing in the Southeastern states — has gone on record unreservedly
against legal regulation of motion pictures.
This action was taken at the Southeastern Conference for Better
Films held here last Friday. More than 250 representatives of civic, social
and religious bodies from 200 cities in neighboring states attended the
congress.
Pledges Support to Will H. Hays
Endorsement of the production and distribution branches of the in-
dustry as now organized was expressed in a resolution extending Will H.
Hays, president of the Motion Picture Producers & Distributors of Amer-
ica, "a vote of confidence" and pledging "him support in the movements
he may initiate looking toward the betterment of films."
The conference was the first of its lanta theatre interests and members of
kind ever held. Representing as it did
civic, social and religious organizations,
its condemnation of censorship may be
regarded as the sentiment of the public
in so far as the Southeastern states are
concerned.
Other Better Film institutions through-
out the country are to receive the confer-
ence report, and it is more than probable
that at similar gatherings now planned
the attitude of the Southeastern dele-
gates- toward legal regulation will be
supported.
Notables Are Present
Among the organizations represented
at the congress were the State Federa-
tion of Clubs, Better Films Committees,
Parent-Teacher Associations, the Chris-
tian Council, the League of Women Vot-
ers, Drama Leagues and Rotary, Kiwa-
nis and Civilian clubs.
Such notables as Governor Hardwick
of Georgia and Senator Ashurst of Ari-
zona, who was the official representative
of Mr. Hays, were speakers.
The industry was represented by At-
Confidence
In Hays
Resolution voicing confidence in
the regime of Will H. Hays as presi-
dent of the M. P. P. D. A', as adopted
by the Southwestern Conference for
Better Films, follows:
WHEREAS, Mr. Will H. Hays, the head
and leader of the Motion Picture Pro-
ducers and Distributors of America, has
declared his policy and purpose to be to
obtain and then to maintain "the highest
possible standards in motion picture pro-
duction" and "the development of the moral
and educational character of the industry,"
and
WHEREAS, We believe in his sincerity
of purpose and appreciate what he has al-
ready done to improve conditions and
raise the standards of the industry, there-
fore be it
RESOLVED: That the Southeastern
Conference for Better Films assembled in
Atlanta on this, the 28th day of April, ex-
tend to Mr. Hays a vote of confidence and
pledge him support in the movements he
may initiate looking toward the betterment
of films and the sympathetic co-operation
between the motion picture industry and
the public.
Copies of this resolution were sent
to Mr. Hays and to the press.
the Film Exchange Managers' Associa-
tion. George R. Allison represented
Fox: Arthur Dickinson, Hodkinson ex-
change; R. A. Davis, R-C Pictures, and
R. B. Williams of Consolidated Film &
Supply Company.
Urges Sunday Circuit
One of the most convincing speakers
on the program was Mrs. W. S. Jennings
of Jacksonville. Fla., first vice-president
of the General Federation of Women's
Clubs. She said that she had once
fought for censorship and Sunday clos-
ing, but that she would not do it again.
"I want to say a word about Sunday
movies," she said. "I once fought this
in Jacksonville, but I would not do it
again. I believe the minds of the people
have changed and that we need Sunday
pictures. I would like to see Sunday
circuits put in over the country."
Public Endorses Selection
In condemning censorship, the confer-
ence report, perhaps the most interesting
document ever compiled as representing
the crystallized opinion of the public,
reads in part:
"We therefore recommend:
"1. The endorsement of the principle of selec-
tion rather than censorship.
"2. The establishment of a Better Films Com-
mittee in every community and their cooperation
with each other and the National Board of Review
and with producers and exhibitors.
"3. That all pictures be submitted to the Na-
tional Board of Review before being exhibited, and
that its findings be given careful consideration by
local committees in reaching their decisions.
"4. That earnest effort be made by local com-
mittees to secure the cooperation of churches,
civic organizations and newspapers in the Better
Films movement, especially in small towns where
the movie occupies a position of great comparative
importance."
Urges Special Matinees
Further, the report recommends es-
tablishment of endorsement committees;
inauguration of special matinees for chil-
dren: use of the alphabetical list of Se-
lected Pictures published by the Na-
tional Board of Review.
Among the speakers, in addition to
those mentioned previously, were
Charles C. Pettijohn, John M. Casey,
commissioner of Boston; Mrs. J. E.
Hays, president of the Georgia Federa-
tion of Women's Clubs; Burdette G.
Lewis, commissioner of institutions and
Agencies for the State of Xew Jersey;
Mrs. Fred Lucas, chairman of the mo-
tion picture committee of the Parent-
Teacher Association; Orrin G. Cocks of
the National Board, and others.
36
EXHIBITORS HERALD
May 13, 1922
Hays Is Entitled to Confidence
Of Public, Says Solon
Prominent Journalists and Officials Attend Dinner Given
In Honor of Producer -Distributor Chief
NEW YORK, May 2. — A more clearly defined spirit of friendship and
cooperation between the motion picture industry and the press
should be the ultimate outcome of the dinner tendered Will H. Hays,
president of the M. P. P. D. A. last week at the Commodore hotel, by
American publishers of newspapers and magazines.
THE universal sentiment of those who
addressed the assemblage might be
expressed in the words of Congressman
Martin B. Madden, who said:
"Men like Hays have made the word
America and the American name re-
spected all over the land, and so men like
Hays can help to perpetuate and con-
serve American institutions and hand
them down to be revered and respected;
men like Hays are entitled to the earliest
and sincerest confidence of the American
people."
* * *
Many notables were about the banquet
tables. Speakers on the program were:
Dr. Hubert O. Work, postmaster gen-
eral; Congressman Madden; Francis H.
Sisson, vice president of the Guarantee
Trust Company; S. S. McClure, maga-
zine publisher; Louis Wiley, business
manager of the New York Times; Arthur
Brisbane of the Hearst papers; Marshal
Joffre of France, and Mr. Hays.
Prominent film men in attendance in-
cluded: Carl Laemmle, Adolph Zukor,
Earle W. Hammons, Marcus Loew,
Jesse L. Lasky, Lewis J. Selznick, Sam-
uel Goldwyn, Thomas H. Ince, John M.
Quinn. William E. Atkinson. Robert H.
Cochrane and Earl Hudson.
Attacking the growing tendency to
clamp many intolerant laws upon the
country, Mr. Brisbane said:
"Freedom of speech does not mean
merely uttering words that occur to you.
It means freedom to express your ideas
and beliefs. In that way motion pictures
express speech just as much as does the
young lady who is writing down what I
say without looking at her machine.
"Censorship always menaces the new
idea. The people, after "all, are the final
judges in the United States. I think they
settled that in 1776."
* * *
Mr. Hays, in his speech, touched upon
the responsibilities which the industry is
called upon to shoulder, promising that
the industry would measure up to its
opportunities and "accept the challenge in
the demand of the American public for a
higher quality of art and interest in its
entertainment." Continuing, he said:
"Most certainly I will not be put in the
attitude of being a judge of the morals of
those who are in the industry. There
has been much loose talk on that subject
and the fact is that the morals of the
thousand-, and thousands in this industry
What
Does
the
HERALD
Say?
are just as good as those in any other.
"The people of this country are against
censorship fundamentally, against cen-
sorship of press, of pulpit and of pictures.
Just as certainly is this country against
wrongdoing and the demand for censor-
ship will fail when the reason for the de-
mand is removed."
Fox's "Monte Cristo"
Booked for Premiere
At Sennett's Mission
( Special to Exhibitors Herald )
LOS ANGELES, May 2.— The Mission
theatre has booked "Monte Cristo," the
first of the specials on the Fox Film
Corporation program for next season, to
open immediately following "Orphans of
the Storm." This will mark the premiere
of the Fox picture.
The Dumas story was directed by Em-
mett J. Flynn and the cast of players,
headed by John Gilbert, includes Estelle
Taylor, William V. Mong, Robert Mc-
Kim, Ralph Cloninger and others.
The admission prices to be charged at
the "Monte Cristo" engagement at the
Mission theatre will range to $1.50 top.
Mary an "Extra" in
Doug's New Picture
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Mary Pick-
ford appeared as an extra in Douglas
Fairbanks' film version of "Robin Hood,"
but it was all part of a joke on Doug.
When the mob scenes were being shot
in front of King Richard's castle, Mary
put on a costume of the period and lent
her presence to the "atmosphere" by ap-
pearing with the players.
No one recognized her until she came
up to congratulate her husband after the
scenes had been taken. Then she de-
manded a check for her services, based on
a salary of $10,000 a week. "Whew,
some price for an extra!" said Doug.
Constance Talmadge to
Make Picture in China
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Constance
Talmadge is to take a company to China
to make "East Is West," according to
Joseph M. Schenck.
DeMille Starts Work
(Special to Exhibitors Herald)
I. OS AXGEI.KS. May 2.— Cecil B.
d( M ilk- has fully recovered from his re-
cent illness and expects to start shooting
Monday on "Manslaughter," his new pro-
duction at the Lasky Studio.
American Industrial
Films Being Stifled
Move Under Way to Suppress
Circulation and Showing,
U. S. Body Finds
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C, May 2.— Brit-
ish and German influences are being
brought to bear to prevent the circulation
abroad of American commercial films.
Efforts on the part of the Department of
Commerce to develop American foreign
trade by this, means have uncovered the
fact that laboratories in New York are
working full speed turning out large
numbers of positives from negatives
shewing the production of British and
German commodities, which are being
sent to South America in an effort to
drive American business out of that field.
Substitutes Are Offered
Large shipments of films are made to
South America regularly, it develops,
which are being distributed widely in all
likely markets. Further, every effort is
being made, not only in South America
but in other sections of the world, to pre-
vent the showing of such American films
as do reach those fields. The demand of
foreign exhibitors for films showing
American production, which have proved
highly popular all over the world, is
being met by the offer of something "just
as good" but showing British or German
commodities.
Investigation Is Launched
An investigation is now under way to
determine just what influences are at
work in this country to hamper the show-
ing of American commercial films abroad.
British and German films are brought
here in the negative, and positives are
made in American laboratories tor show-
ing in foreign fields in competition with
American films. Other influences are
brought to bear to bring about the hold-
ing up of American films, and, in many
ways the work of the Government is
being hampered.
Persecute Minister
For Liberal Attitude
On Motion Pictures
(Special to Exhibitors Herald)
LAWTON, OKLA., May 2.-Rcv.
Thomas P. Irwin, pastor of the First
Presbyterian Church of Lawton, may
lose his job because he recently officiated
at a wedding of a couple attired in bath-
ing suits and the fact that he regularly
gives motion picture shows in the church
building annex.
He will be called to trial before the
El Reno Presbytery on May 9. but plans
to carry the fight to state synod if neces-
sary.
Several attempts have been made to
destroy the motion picture equipment.
First National Team
Beats Showmen 25-11
(Special to Exhibitors Herald)
KANSAS CITY, MO., May 2— A
panic or earthquake would be common-
place gossip compared to the comment,
criticism and good natured condemnation
resulting from the hirst National's :.'."> t<>
11 victory over the Kansas Exhibitors'
baseball club last week. As could he pre-
supposed by the size of the score, home
runs and "boots" were numerous.
May 13, 1922
EXHIBITORS HERALD
37
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of May 13
Stories Told
by
the Camera
What little girl wouldn't be happy? Marion
Davies, star in Cosmopolitan's "Beauty's
Worth," presents doll to little Sylvia Bein-
ecke of New York as award for buying the-
atre ticket at exact minute specified by
. star.
"Big Four" leaders discuss
organization of Allied Cor-
poration, United Artists sub-
sidiary, during filming of
Douglas Fairbanks' version
of "Robin Hood." Left to
right: Maurice Cleary, finan-
cial representative for Doug,
and Mary; Fairbanks in all
his armored glory; above
him, President Hiram Ab-
rams; Dennis F. O'Brien and
H. T. Banzhaf, directors.
Mary Carr, "grand old mother" of Fox's "Over the Hill," is
given royal welcome at Baltimore. Left to right: Thomas
Goldberg, Wizard theatre; Luella Carr, Mrs. Carr and Ar.hur
B. Price of the Wizard, on City Hall steps where star was
received by Mayor Broening.
Maryon Aye, the charming young actress who is
co-starring with "Bob" Reeves in Cactus Fea-
tures. Rogell-Brown Company is producing this
series for distribution by Western Pictures Ex-
ploitation Company of Los Angeles.
38
EXHIBITO
RS HERALD
May 13, 1922
Apparently International News has been feeding its
camera on homebrew. Result: Picture showing how
New York looks after an over-indulgence. Futuristic
settings have nothing on the effects International gets
with its new camera novelty. How is it
have to ask Hattrick; he knows.
Ml
Looks also like the camera used on the Goldwyn lot
might have been fed up on prohibition hootch during
the filming of "Head Over Heels," the feature length
comedy starring Mabel Normand. Victor Schertzinger
directed this production, which is a version of a popular
musical comedy.
Dorothy Devore is one
of the delightful com-
ediennes on Al Christie
lot who is starring in
pictures for distribu-
tion through Educa-
tional.
Well, well, well! So it's come to this,
eh, Jackie? Which is another way of
presenting Master Jackie Coogan as he
appears as chief assistant to "Sourberry"
in his forthcoming production, "Oliver
Twist."
Tom Moore in his
makeup which evokes
laughter in "Mr. Barnes
of New York." Gold-
wyn in distributing the
film.
Gloria Swanson in one of the dramatic
scenes in Elinor Glyn's "Beyond the
Rocks." Rodolph Valentino is co-star
in this Paramount production which
Sam Wood directed. Scenario by Jack
Cunningham of the Lasky force.
May 13, 1922
EXHIBITORS HERALD
39
A view of the beautiful West Coast home of Anita Stewart, starring in Louis
B. Mayer pictures for First National. Her current feature is "The Woman
He Married." Fred Niblo directed the film.
Cullen Landis substitutes for a
dressing table for Doris May in
the star's forthcoming R-C film,
"Gay and Devilish."
Sortr. takes the edge off of sensa-
tional stories about Hollywood.
This is Billy Bevan, Mack Sen-
nett-First National Star, his wife,
two daughters and mother, at their
Hollywood home.
Leo Maloney in series of twelve
two reel Texas ranger pictures
which Clark Cornelius will handle
on independent market.
Robert J. Flaherty, explorer, whose
picture, "Nanook of the North,"
filmed in the arctic regions, has
been acquired by Pathe.
Alice Calhoun, starring in Vita-
graph pictures, whose latest pro-
duction, for the company is titled,
"The Girl in His Room."
40
EXHIBITORS HERALD
May 13, 1922
Lila Lee in the role of the bride,
Carmen, in Rodolph Valentino's
first starring production for Para-
mount, "Blood and Sand." The
picture was directed by Fred Niblo.
Sigrid Holmquist in "My Old Ken-
tucky Home," a Pyramid picture
for distribution through American
Releasing Corporation. The pic-
ture was directed by Ray C. Small-
wood.
Who says stars have a corner on
fan mail? This is Marshall Nei'an,
who has signed a distribution con-
tract with Goldwyn, taking care of
requests for autographed photo-
graphs.
Al Parker realize* life-long ambi-
tion in his direction of "Sherlock
Holmes" for the screen. John
Barrymore is star.
Pearl White wears a striking dis-
play of gowns in her latest Fox
production, "Without Fear." Ken-
neth Webb directed the piece.
Gertrude Olmstead as the Seven-
teenth century sweetheart of Rob-
inson Crusoe in "The Adventures
of Robinson Crusoe," Universal'*
latest serial surprise with Harry
Myers in the featured rcle.
In spite of her "cold shoulder ap-
pearance," Shannon Day vamps
her way through two Mayer-First
National offerings, "The Woman
He Married" and "One Clear Call."
Arthur S. Friend of Distinctive
Productions, whose stand for bet-
ter pictures has attracted the at-
tention of the country's press.
May 13, 1922
EXHIBITORS HERALD
41
Wesley Barry, "Penrod"
star, meets Vice President
Coolidge while in Washing-
ton, D. C.
Bob Gary's conception of F. W. Fischer on and off duty.
Gary is exploiteer of the Milwaukee Paramount exchange.
Fischer owns nine theatres in Illinois and Wisconsin. His
latest acquisition is Opera House, Appleton.
Pat O'Malley and Pauline Starke start a little game
of their own between scenes during the filming of
Vitagraph's "My Wild Irish Rose," in which both
are featured. President Albert E. Smith is enthusi-
astic over the feature.
John Barrymore, distinguished screen and stage star, has
selected Sir Arthur Conan Doyle's famous character, "Sher-
lock Holmes," for his newest production. The picture will
be presented at the Capitol theatre in New York the week
of May 7. The star states that he has found the interpreta-
tion of this character the most interesting he has ever done.
This odd looking, yet original, idea of automobile
body building emphasizes the genuis of Roy Del
Ruth, Mack Sennett director, whose work has
aroused favorable comment among fans and re-
viewers. This is a scene from "Gymnasium Jim,"
First National comedy featuring Billy Bevan.
H. Gordon Selfridge, London's American born merchant
prince, delves into the mysteries of picture making while
visiting the Lasky lot on the Coast. He is shown here with
Bebe Daniels (right) and Julia Faye just off the set where
William De Mille produced "Nice People" for distribution
by Famous Players-Lasky.
42
EXHIBITORS HERALD
May 13, 1922
"What Does the
HERALD Say?"
In every significant trade develop-
ment, in every emergency, in every
crisis — the motion picture industry
asks:
"What does the HERALD say?"
A great business has come to look
to — and depend upon — one pub-
lication whenever there is much
at stake, whenever the issue calls
for direct, forceful and intelligent
treatment, whenever absolute
dependability is the essential
requirement.
You do this, everyone in the in-
dustry you know does it — it has
become a habit of the industry,
born of years of profitable experi-
ence.
The HERALD prints the news of
every development — complete, ac-
curate and uncolored. And the
May 13. 1922
EXHIBITORS HERALD
43
HERALD editorials set the pace
which the others try to follow.
There are some who do not at all
times approve of the HERALD'S
uncompromising dealing with the
truth — but they hasten to find out
what the HERALD has to say,
and when they are reading it they
know that an entire industry is
reading it at the same time.
You may not always agree with
the HERALD'S editorial policy
but, whether you agree or not, you
know the opinion expressed is fair,
reasonable and independent — dic-
tated by no one but its author.
You read other papers from time
to time, but when there is some
big news development your first
question is —
"What Does the
HERALD Say?"
44
EXHIBITORS HERALD
May 13, 192:
T( >M BEDDING has made a discov-
ery. This is not the first one by
several hundred, but it is his latest.
It was made in connection with Mr.
Bedding's very successful efforts in hunt-
ing up things nice and new to convey to
the exhibitors of the country that "The
Rubaiyat," soon to be published, is a
great production. The discovery of Mr.
Bedding is that our old friend Omar
Khayyam, besides knowing a lot about
things that Volstead condemns, was
somewhat versed in the principles of pro-
jection and understood some motion pic-
ture phenomena.
It being beyond the powers of a single-
track mind to remember all the old Per-
sian philosopher and poet wrote, and
not having a copy of the Rubaiyat at
hand, we are going to take Mr. Bedding's
word for it that Omar, in the eleventh
century, in a quatrain wrote:
"We are no other than a moving
row
Of magic shadow shapes that
come and go
Round with the sun-illumin'd lan-
tern held
In midnight by the master of the
show."
And Mr. Bedding doesn't tell us that
Omar had directly in mind Ferdinand
Earle's picturization of his Rubaiyat.
* * *
And now Sam Rothafel charges Ben
Moss with quitting out of a booking date.
At the Directors' Ball the two theatre man-
agers were discussing their prowess as hand
ball experts and finally a challenge was
issued and accepted with a side bet of on&
grand, as one thousand bones are generally
called in the sporting world. Lloyd Willis,
of the National Association, was chosen to
arrange the details of the match. A referee
and stakeholder were also selected.
Rothafel has posted his $1,000, but asserts
that while Moss still says the contest is on,
he refuses to come across with the booking
date. * * *
William A. Brady, who may or may not
still be president of the National Associa-
tion of the Motion Picture Industry, steps
out of the picture next week. This doesn't
mean that he resigns from the N. A. M. P.
I. for affairs there are still shrouded in
mystery. It simply means that one day
next week Mr. Brady will sail for Europe
where he expects to remain all summer.
Many in the industry express regret that
Mr Brady will not be here to felicitate or
condole with Sydney Cohen after the Wash-
ington convention.
The charity drive is putting a crimp in
the golf scores of some of the P. A. boys,
as some of our most promising young
golfers have been drafted into the publicity
end of the drive. Walter EbERHARDT says
the facility with which some of them figure
their own low scores is good practice for
writing wonderful publicity. And then he
r. i'iim'- to an into detail.
* * *
Pai'i. GULXCK is one who claims his golf
is suffering. He declare! he puts in about
two hours work a day for Universal and
eighteen on the work of the drive, and that
the eighteen is the only thing that has kept
him from shooting below a hundred this
season. Jerry I'.eatty says that's a fair alibi
—only fair. Gulick says if the drive keeps
up much longer he is going to try to scheme
some way of playing golf by radiophone in
order to keep in practice.
* * *
And speaking of golf, Dick Weil of
Arrow is figuring on entering the tourna-
ment this year. J. Charles Davis, 2nd as-
serts Weil knows so much about golf that
he thinks a mid-iron is something to press
clothes with, but Davis is his boss and can
talk that way and get away with it.
* * *
Jack Meador leaves this week for the
coast for a six weeks' trip to look after the
affairs of Metro. He says it is entirely un-
necessary for his friends to advise him to
watch his step as he has his feet well
trained. ' * * *
Jack Connolly bears the distinction of
being the only man of the old national as-
sociation to be taken over by the Will Hays
organization. He was in town last week
and after a long consultation at the Hays
offices, returned to Washington to take up
for the new association the work he has
been doing so long and so well for the N.
A. M. P. I. All of which gives joy to a lot
of persons who have the affairs of the in-
dustry most at heart.
* * *
Baseball starts in the Motion Picture
League this week, Paramount and First Na-
tional playing the first game next Satur-
day. There is keen rivalry among the em-
ployees of the two companies and a big
crowd of rooters is expected. President
Paul Perez has issued orders that no type-
writers (inanimate) are allowed on the
field. * * *
Captain Henry Clay Bate, of Universal
was a busy man last week entertaining Ser-
geant Samuel Woodfill, the man declared
by General Pershing to be the outstanding
hero of the American forces in the late
war. Sergeant Woodfill, a captain in the
Sixtieth Infantry of the Fifth Division dur-
ing the world war, is now a sergeant
stationed at Fort Thomas, Ky. He was
here on a furlough to attend the second
annual dinner of the Fifth Division Society.
* * *
Bill Yearsley, of First National, expects
to move into his new offices this week. The
new offices are in the form of a suite, which
is a handy arrangement according to some
of Mr. Yearsley 's visitors. One office is
for when he's in and one for when he's out.
* * *
Joe Weil, of Export & Import, is back
on Broadway giving the matinee crowds a
treat after a three weeks' flying trip in the
middle western provinces. Mr. Weil in-
dignantly denies rumors of a lengthy stay
near the Mexican-Volstead border.
* * *
Can you imagine Sydney S. Cohen as
one of the mob scene in a picture? Well he
was so photographed recently. Here's the
way he tells it :
"1 was walking up Broadway the other
Sunday afternoon and just as I was edging
my way through the crowd passing along
the sidewalk in front of one of the picture
theatres, a camera man shot the scene. It
was an ordinary Sunday afternoon Broad-
way crowd. And it wasn't going into the
picture house just passing by. Now that
photograph will lie sent out to exhibitors as
an illustration of the crush to see some film
at its Broadway showing. The producer
thinks he's fooling someone. But he isn't.
The exhibitor is wise to those mob scenes.
John S. Spakco.
Harry Warner
A Few Pertinent Facts
About One of the
Warner Brothers.
DOWN in the wilds of Newcastle, Pa
during the early days of the industr
the Warner boys — Harry, Abe, Sam an
Jack — started their first picture shov
They had a tough time making ends mee
Abe was a ballyhoo expert and gener;
bouncer, Sam swung a mean arm as
rewinder, Jack was the speedometi
shipping clerk and Harry was continuall
kept on the run trying to secure enoug
money to keep the four of 'em alive.
In 1904 they launched their first bus
ness venture — the Dusquesne Amusemei
Company, Pittsburgh. Six years later M
Warner sold out to the General Fill
Company. Within a few weeks the
started a state-right exchange known ;
the Mutual & Universal Program Con
pany. After a prosperous era Clark
Rowland took over the concern. Alor
about 1912 the Warner boys shifted the
activities from Pittsburgh to New Yoi
and inaugurated the Warner's Featun
organization.
Probably the most significant fact coi
nected with the growth of Warn.
Brothers as a state-right organization
that they are the pioneers of nation
distribution. In those days, when tl
idea was first conceived, some of o>
present day big men ridiculed the for
sight of Mr. Warner. Today these san
men are pursuing the Warner plan
distribution.
It was in 1914 that the Warners dead'
to organize under their present nan
And under this banner Mr. Warner pr
duced what he considers his greatest li
Fx-Amhassador Gerard's sensation
story "My Four Years in Germany."
"My greatest hobby," said Mr. Warm
"is to succeed in what I am doing-
give the exhibitor the kind of attractio
that will bring the people to his theat)
His success is my success. What this i
dustry needs more than anything else
cooperation between the exhibitor ai
producer, and by cooperation I mean li"
estly telling the exhibitor how he can S
the picture to his public."
lav 13. 1922 EXHIBITORS HERALD 45
Cater to Residential House
To Win Patrons, Says Price
Prominent Film Man States This Is Only Means of
Reviving Habit — Too Much Attention Paid to
First Run Theatres, He Declares
Habit has been responsible for the success of the motion picture. The
industry grew in popularity because Dad, at a nominal figure, could take
the whole family, not once a week, but two or three times, thus forming
the habit.
But the public can be weaned from a habit, declares Oscar A. Price,
prominent him man, whose opinions as expressed in the foregoing para-
graph are a part of an interesting statement just issued.
Producers Overlook Value of Residential House
Already the public has been partially weaned away from the habit,
in the opinion of Mr. Price, and this has resulted because "manufacturers
of pictures have seen fit to give far more attention to the wants of those
few first run theatres than to the neighborhood theatres which are the very
heart of the business."
'heatre Man Denies
Playing Feist Piece
rges Goldman of Missouri
League to Fight Case
For Him
(Special to Exhibitors Herald)
KANSAS CITY. MO., May 2.— An
gent request for assistance in fighting a
it brought against him by Leo Feist,
c, a member of the American Society
Authors, Composers and Publishers,
s been received by Lawrence E. Gold-
an, counsel and secretary of the M. P.
O. of Missouri from William Parsons
the Pershing theatre. Joplin.
Exhibitor Is Broke
The letter to Mr. Goldman follows:
"I was presented last Saturday morn-
g with this notice of suit. I have
enty days from date to file an answer,
you understand. Will you kindly take
re of this at once, as I am absolutely
oke, owe the bank $17") and could not
ttle, only on an installment basis. I
1 not 'stalling' and for sake tell
iese fellows my circumstances. They
n have my show if they want it. but I
ver have played 'Wabash Blues.'
May Transfer Case
"Take care of this at once, Lawrence,
I cannot spare the money to come to
ansas City, and unless it is taken care
in the next two weeks they will have
dgment against me."
An effort will be made to have the suit
insferred to Kansas City by Mr. Gold-
an, who will give his undivided attention
the defeat of the Music Tax Society.
iinisters to Support
. Sunday Closing Drive
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., May 2.—
ie Methodist Ministers' Association of
dianapolis, has pledged its influence and
sources to a campaign that is proposed
ainst Sunday motion pictures.
*eport Arbuckle May
Enter Musical Comedy
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Roscoe Ar-
ckle will enter musical comedy in the
st if Will Hays' decision sticks, ac-
rding to reports here.
Oppose Arbuckle Films
(Special to Exhibitors Herald)
INDIANAPOLIS. IND., May 2.—
position to the distribution of films
iwing Roscoe Arbucle was expressed
a resolution passed by the Federation
Clubs of the Seventh District, at a
eting here. A letter embodying the
nion was sent to Will H. Hays.
Stork at Gantz Home
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Will Gantz,
bhcity man at the Robertson-Cole stu-
>s, is a proud papa as the result of the
"ival of Master Fremont Gantz.
Clark En Route West
H. Clark, treasurer and general
mager of the Associated First National
change of New York, passed through
icago this week en route to the Coast.
"Just before and during the war," con-
tinues Mr. Price, "there sprung into ex-
istence what is known as the first run
down town house, which surrounded a
picture with various acts so as to make it
more of a variety house than a picture
house. This was the natural result of
the higher prices these houses charged,
based of course upon the higher rent
they paid and on their realization that
they must give to the theatrcgoing pub-
lic something more than pictures alone,
in order to enable them to charge a high-
er price than the neighborhood house.
Reduce Cost, He Urges
"These houses show only one picture a
week as opposed to the daily change of
the neighborhood house, and surround
the picture with a musical and variety
entertainment which costs far more than
the rental of the picture. These theatres
are not the bulk of the business, but they
DORIS KENYON and support in the
highly amusing comedy, "The Ruling
Passion," distributed by United Artists.
will always attract a transient public who
take going to the theatre as a diversion."
Mr. Price's panacea for present condi-
tions is to reduce costs "all along the
line," and do everything possible to re-
establish the business of the neighborhood
theatre. The cost of spectacular pro-
duction should be cut from one-half to
two-thirds, he says.
Win Back Errant Patron
By catering to the neighborhood
houses through the reduction in costs
so that admission prices may return to
"at least a present day approximation of
the popular prices on which this habit
was built up," the errant patron can be
brought back into the theatre.
"When we do this," he concluded, "the
neighborhood houses will play to capacity
once more and we will know definitely
that the business of motion pictures will
continue to prosper."
Anti Blue Law League
Of America Preparing
Fight on Sunday Laws
(Special to Exhibitors Herald)
ST. LOUIS, MO.. May 2.— The Mis-
souri branch of the Anti-Blue Law
League of America has launched a vigor-
orous campaign to prevent Sunday Blue
Law legislation getting into the new
state constitution. The convention of
delegates will convene at Jefferson City
on May 15 and it is planned to send a
large committee to the capital to work
against Blue Laws.
Leon M. Feigenbaum, an attorney,
has been named state superintendent of
the league, and he hopes to enroll no
less than 20,000 members in St. Louis
alone.
Secretary of State Becker has already
received petitions from the reformers
asking for Sunday closing legislation.
Smith to Assist on
New Roland Serials
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Because of
the serious illness of Gilson Willetts, pro-
duction manager for Pathe, Frank L.
Smith, author of several Pathe serials, is
being sent from New York to United
Studios to assist John W. Grey with the
preparation of the two Ruth Roland seri-
als which are being produced for Pathe
by M. G. Levee, president of United.
46
EXHIBITORS HERALD
May 13, 1922
Let Volume Advertising Replace
Colored Inserts
Urges HARR Y M. WARNER
Independent Producer States Money Spent on Beautiful
Paper Could Be More Effectively Used
H\RRY M. WARNER is waging a war on what he terms "a wilful
waste of money" in advertising.
Mr. Warner, a member of Warner Brothers, independent pro-
ducers and distributors, is an advocate of advertising and lots of it as a
means of giving wide distribution to a product, but —
n«T IKE the beautiful press book the
colored inserts used in trade paper
advertising are a willful waste of money."
he says. "This same money could be
more advantageously used by taking
p-reater space in the trade publications,
telling the exhibitor how he can sell the
picture to the public, and thereby helping
him to derive the maximum business re-
sults."
* * *
To illustrate his contention, Mr. War-
ner cites this parallel:
"A beautiful press book is just as es-
sential today as it has been in the past,
from this angle: When a man goes out
to sell worthless stock certificates, the
certificates are generally beautiful ones.
If a person buys a stock certificate of the
United States Steel Corporation or of
some other reliable concern, the certificate
is simple, plain, devoid of any ornamenta-
tion. The same principle applies to pic-
tures. If you have a good picture you
don't need a beautiful press book."
The same, he says, is applicable to the
beautiful inserts.
"What is the meaning of a beautiful
insert? Nothing," he declares. "It prob-
ably pleases the vanity of stars, and is
sometimes used as bait to hoodwink pros-
pective stock buyers."
» * *
On the subject of inserts, he makes this
statement:
"Nowadays the printers of beautiful in-
serts get a good portion of the money
that is appropriated for an exploitation
campaign. Colored inserts do not sell the
pictures, and neither do they help the
exhibitor. The present method of adver-
tising features via the insert is a flagrant
disregard of exhibitor cooperation.
"The real trouble lies with a great
many producers. They still believe in
pulling the wool over the eyes of the ex-
hibitors."
Warner Brothers' latest attraction is
"Your Best Friend," a Harry Rapf pro-
duction starring Vera Gordon. The com-
pany has been in receipt of many com-
munications from exhibitors commending
it on "the splendid cooperation you have
given us in the way of publicity."
Yes, Stars Must Punch
Time Clock, Says Court
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Studios have
a legal right to insist upon their players
punching time clocks, according to a de-
cision handed down by Judge Trippett of
the federal court in the case of H. A.
"Kewpie" Morgan, former Fox comedian in
his suit against William Fox for $10,000,
the salary he states is due under contract.
Big Attendance at
Boston Convention
Of the S. M. P. E.
(Special to Exhibitors Herald)
BOSTON, MASS., May 2.— The spring
convention of the Society of Motion Pic-
ture Engineering opened here yesterday
with a goodly attendance of prominent
representatives of the film and allied in-
dustry. The meeting is scheduled to end
tomorrow after a three-day session.
Among the speakers who are scheduled
to read papers are S. L. Rothafel, Capito!
theatre, New York; A. C. Hardy, L. A.
Jones, E. K. Mees and George Blair
Eastman Kodak Company; Dr. Herman
Kellner, Bausch and Lomb Optical Co.:
J. H. McNabb, Bell and Howell; A. M
Candy, Westinghouse Company; J. T
Beechland of General Electric Co.; Row-
land Rogers, Picture Service Corpora-
tion; Alvin Wyckoff, Famous Players-
Lasky; Alfred B. Hitchins, Ansco
Company, and Charles Urban, Urban
Motion Picture Industries.
$700,000 Is Value of
February Film Export
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C, May 2.-
Nearly half a million dollars' worth of
positive films were exported during Feb-
ruary, according to statistics compiled
by the Bureau of Foreign and Domestic
Commerce, while shipments of raw stock
and of negatives amounted to nearly
$200,000 more.
The bureau's records show that 9,653,-
609 linear feet of positive films, valued
at $419,173, were exported during the
month, together with 715,021 linear feet
of negatives, worth $61,941, and 5,190,-
924 feet of raw stock, having a value
of $126,872.
Holuhar to Make Prize
Winning Contest Story
(Special to Exhibitors Herald)
LOS ANGELES, May 2.— Allen Hol-
ubar will direct "Broken Chains," for Gold-
wyn, starting May 15, from a prize-win-
ning story in a contest conducted by The
Chicago Dailv News.
He will resume independent produc-
tion for First National upon its comple-
tion.
Hiers in Kansas City
(Special to Exhibitors Herald)
KANSAS CITY, MO., May 2.— The
doors of Kansas City virtually were
thrown open to Walter Hiers, Paramount
star, upon his personal appearance here
last week. Club luncheons, banquets,
publicity galore and everything that corn-
poses an ideal "visit" for a motion pic-
ture star were accorded the chunky
comedian.
What
Does
the
HERALD
Say?
MONEY MA
Which Have Been
Exhibitors to Build
By ELBERT I. CONROE
(Conroe's Playhouse, Conroe, Tex.)
Who said cans on a "clean-
up day" would pay?
You get the cans, the kids
and the exploitation all right,
but here's a stunt that will
give you money instead of
cans with increased attend-
ance, besides the kids, and
more exploitation than you
ever had before.
It sounds like you are hun-
gry but it will get the eggs
and money for the home.
I pulled a special matinee
for the kids, had a good mixed
I N G IDEAS
sed Successfully by
Up Their Patronage
program, and the admission I
charged was five cents and
two eggs or five cents and two
potatoes, or ten cents.
Gentlemen, I packed the
house and believe me I got the
eggs and "taters." The nov-
elty of kids raiding hens' nests
caused lots of patrons to know
that I was in business and my
receipts at night was just jam
up. No, Krother Whitfield, I
was not condemning your
stunt. Yours was good but
this one will make you more
money, I do believe.
No, I didn't get a single bad
egg-
THE THEATRE
ISflPRACTICAk
But Look at the Other Fell
ow
A certain degree of satis-
faction by comparison fol-
lows survey of conditions in
businesses which may be
considered collectively from
the theatre viewpoint as "the
other fellow." It is inevit-
able that through detailed
examination of opponents'
distress arrival is made at
conclusions tending to
strengthen confidence in the
motion picture theatre.
Brief resume of well
known but untabulated facts
vitally important in this con-
nection is made herewith to
illustrate the point.
A few days ago the Chicago
Opera Company closed its season
after a tour of the country. Des-
pite unprecedented publicity
gained as a result of Mary Gar-
den's experiences as directa; des-
pite a cast of artists by common
consent the most attractive as-
sembled in recent years; the cam-
paign for subscription support is
being carried on with unparal-
leled vigor.
During the Winter New York
stage producers have suggested
nothing so strikingly as pin boys
in a bowling alley, responding
frantically and a bit hysterically
to the public's box office demand.
"Set 'em up on the other alley."
In both Xew York and Chicago
there are currently "available"
more playhouses of standing
than at a corresponding period in
any previous year. This condi-
tion is general throughout the
country. And to every produc-
ing center road companies- have
returned in a continuous caval-
cade.
*
Burlesque theatres in Chicago
have instituted a complete and
significant change in policy. The
two-a-day has been abandoned.
TN a humorous yarn so old
J- that everybody has forgotten
its scenario, a battered char-
acter replies to the query of his
awe-stricken interrogator:
"Yes; but you ought to see the
other fellow!" Whereupon both
questioner and questioned reg-
ister satisfaction.
In the entertainment world
the motion picture occupies at
this moment the position of the
battered party. There is equally
substantial cause for satisfac-
tion.
The burlesque performance has
been curtailed, and with it has
been combined vaudeville and
feature pictures. While burlesque
has no standing as motion pic-
ture opposition, its present em-
barrassment is notable as indi-
cative of public sentiment.
Baseball, profiting by the
staunch support of the press,
brought into the limelight by the
acquisition of Kenesaw Moun-
EXTENDING "Herald" serv-
ice to patrons through incor-
poration of excerpts from "The
Box Office Record" in his
monthly review service, Fred S.
Meyer, Palace theatre, Hamil-
ton O , gave practical demon-
stration of the manifest fact
that—
ere s
Th
Money
In It
In May 20 issue the "Herald"
will present in this department
the first of a series of articles
under that heading for the pur-
pose of aiding showmen in the
application of trade service to
public requirements.
tain Landis and by his disposi-
tion of the Babe Ruth case, fresh-
ened by extensive changes in the
personnel of the majority of
clubs, has opened its season aus-
piciously from the attendance
standpoint.
If a point is stretched to in-
clude the radio as entertainment
sharp contrast is observed. But
here the novelty of the thing
must be considered, as well as
the fact that it is being marketed
in boom fashion. As a perma-
nent institution it is not entitled
to standing at this time.
Compare with these the mo-
tion picture theatre.
Unsupported by a single out-
side influence, attacked on every
side by professional reformers,
shamefully maligned by the press
generally, standing utterly alone
and upon its genuine merit the
motion picture theatre is at this
moment winning back to its
point of greatest efficiency. There
are innumerable reasons for be-
lieving that the return to pros-
perity will be as swift as the de-
cline was abrupt.
It is with the reasons for the
film theatre's showing against its
natural opponents that individu-
als in every department of the
business may most profitably
concern themselves. There are
two or three points of primary
importance.
*
None can believe logically that
the motion picture theatre has
given such good account of itself
for any reason save because of its
own inherent strength, its hold
upon popular interest and its
status as a necessity of modern
existence.
None who understand fully the
burden under which the exhib-
itor has carried his business to
its present position can doubt
that when normal circumstances
again attend his efforts he will
bring it to an unprecedented
pitch of industrial, communal and
social supremacy.
48
EXHIBITORS HERALD
May 13, 192,
"LONGER EXHIBITION LIFE" films have the additional advantage of exploitation precedent which facilitates theatr
marketing, as demonstrated by Harry Kress, manager of May's Opera House, Piqua, O., in exploiting a Toonerville Trolle
comedy and "Go and Get It," First National attractions of remote publication date. The photographs reveal exploitation o
a par with, if not superior to, that accorded the pictures when new. Note that the comedy is featured above a multiple reel pre
duction of considerable standing.
LIKE OLD TIMES, elaborate and effective, but not costly, the Spring Style
Show given by Harry McLive, Strand theatre, Emporia, Kan., for Paramount's
"Fool's Paradise" is a fine demonstration of cooperation between business men. The
DeMille production has been regarded as a timely publication in this connection and
manv showmen have used it.
WHATEVER THE PICTURE in engagement, G. A. Rea, Forum theatre, Hillsboro, O., gives his front a fresh and attra
tivc Appearance, using durable lattice, in varied arrangement frequently. The above pictures show his displays for 1'oxs inui
dcrclap" and Paramount's Cosmopolitan production, "Fnchantmcnt."
lay 13, 1922
EXHIBITORS HERALD
49
AE MURRAY as portrayed by the
Auditorium danseuse.
"Peacock
Alley"
A THEATRE REVIEW
"Peacock Alley," Tiffany produc-
tion distributed by Metro and fea-
turing Tlae Murray, is distinctive
among current attractions as re-
cipient of other-than-newspaper
exploitation in maximum quantity.
Photographs reproduced on this
and subsequent pages show the
highlights of its early theatre ca-
reer, the following careful sum-
mary of which is contributed by
Metro Pictures Corporation.
T N the main the motif of the stunts is
J- the peacock decoration. The store
tieups depend in many instances upon
the personal beauty of Miss Murray, and
the celebrated gorgcousness of her gowns.
Auditorium Theatre, Dayton, O.
During the week's run of "Peacock Al-
ley" at the Auditorium in Dayton a spe-
cial prologue, consisting in part of a
dancing number by an artist engaged es-
pecially for the occasion, was arranged.
A back drop of black velvet, the stage
picketed by twin peacocks, and the white
waterfall drape from which the dancer
emerged, were the simple but effective
ideas used. The dancer's costume corre-
sponded to Miss Murray's in the cabaret
scene from the picture.
The lobby display was no less pleas-
ing, it being two peacocks, cut-out post-
ONE OF MANY windows installed by
the Auditorium.
VITAL PHASES, front, foyer and stage, of the Atlanta Howard's presentation of "Peacock Alley," described in the story
ich begins on this page. DeSales Harrison, manager, supervised every detail of the work.
50 EXHIBITORS HERAL
At THE BLACKSTONE, Pittsburgh, Pa.
"Peacock Alley"
{Concluded from preceding page)
ers with the bird's tails spreading in a
circle, between which was a painting of
Mae Murray in the scene upon which the
prologue dancing number was modeled.
Outside exploitation included a successful
tieup with the Kresge store, for the
sale of the song, "Peacock Alley." Six
small stills of scenes were grouped
around a half life-size painting of the
star; and the whole window generously
hung with copies of the sheet music.
Howard, Atlanta
Lobby decorations consisting of cut-
out of peacock with spread tail-feather
over the box-office, two peacocks on urns
at either side and a generous array of
stills in frames. Still further back in
the lobby are cut-outs from posters, al-
ternating with circular painted panels in
harmony with the general colorful
scheme. Within the theatre, at the head
of the grand staircase, a great urn, with
a peacock mounted upon it, the tail of
the bird drooping to the floor in a grace-
ful curve, and a cut-out of Mae Murray
in her peacock costume.
A prologue, the stage set with pea-
cock decorations, and a circular frame for
a singer, a young girl, was given. The
song rendered was "Somewhere a Voice
is Calling," and the arrangement was
by Enrico Leide. De Sales Harrison,
manager of the Howard, supervised the
entire campaign.
Blackstone, Pittsburgh
Local music stores literally were re-
papered with copies of the song, "Pea-
STRAND, Akron, O.
cock Alley." The lobby of the theatre
was paneled with special card-board
frames, painted with special enlargements,
life-size, of the star in costume, and the
whole effect caught together at the top by
drapes leading from the top rims of the
frames to a central point in the ceiling.
Peacock designs were painted upon the
panels of the doors, and the box-office
was enclosed and decorated similarly.
Lincoln Square, Decatur, 111.
Among the exploitation ideas was a
striking tieup with Linn and Scrugg's
department store. A cut-out of Mae Mur-
ray from the twenty-four-sheet was used
to display the more exclusive grades of
beautiful satin and silk dress goods of
peacock shades. This store is one of the
most up-to-date establishments of its kind
in the Middle West.
Fort Armstrong, Rock Island, 111.
Unusual was the drug store co-opera-
tion, a display arranged in conjunction
with Nylotis products, toilet and beauty
preparations, the trademark of which em-
bodies a peacock. The cut-out of Mae
Murray from the three-sheet, carrying
out the tail effect of the peacock with baby
ribbons, was employed. These were
spread into fan shape, each ribbon lead-
ing the gaze to a sample of a different
Nylotis product. This company's phrase,
"Nylotis and I are friends," was signed
with Miss Murray's name.
Elite, Waukegan, 111.
In the windows of the Globe Depart-
ment Store cut-out figures of Mae Mur-
ray, from the twenty-four-sheet, were
ELITE, Waukegan, III.
May 13, 192:
ARMSTRONG, Rock Island, II
iraped with the store's own material, sup
jlemented by cards calling attention t
he gowns worn by Miss Murray in th
picture and to the store's own excellen
stock. An exceptionally effective tieuj
Travis, Sherman, Texas
A special gateway to the lobby was at
ranged by Fred Minton, manager, at th
suggestion of the owner of the playhousd
C. J. Musselman. A square arch, ii,
beaver-board painted like ribbed marbl
was flanked at either side by cut-out fig
ures of the star, taken from the twenty
four-sheet. Three sheets outside the fram
and peacock panels on the walls at eithe
side of the arch completed a pleasing an'
novel arrangement.
Murette, Richmond, Ind.
This playhouse tied up as effectively a
did the Fort Armstrong in Rock Islanc
with the Nylotis productions. The co
operator in the scheme was Quigley'
Drug Store.
The Orpheum Theatre, Fort Wayne, Inc
J. W. Daley, manager of the Orpheun ,
succeded in a joint stunt with Wolf
and Dessauers Department Store, con
sidered the most exclusive in Indian;
Cut-outs of Mae Murray, from the twen
ty-four sheet, were draped with the met
chants' material, and a card in the win
dow read "How these gowns of Mae Mut
ray's in 'Peacock Alley' would appear
purchased at Wolfe and Dessaurers."
The Strand Theatre, Akron, O.
In the window of one of the Charle
Livingston stores in Akron, during th
run of "Peacock Alley" at the Stram
appeared posters of Mae Murray, with
card displayed to read: "'Peacock Allej
has inspired many of the Livingston cr<
(Concluded on page 53)
LINCOLN SQUARE, Decatur, III
May 13, 1922
EXHIBITORS HERALD
51
Economy No Bar
To Showmen Who
Want Patronage
TRAVIS, Sherman. Tex
MURETTE, Richmond, Ind
IJAROLD D. BURNS, manager, used a maritime lobby for Paramount's "Moran of the Lady Letty"
at the New Aster theatre, Minneapolis.
MAJESTIC, Columbus. O.
OUT of very recent theatre history
two significant facts loom clearly,
demanding attention from theatre
people. First — showmen are practicing
economy in exploitation. Second — it is
not costing them anything. Together-
exploitation has been put upon a substan-
tial business basis.
In the exploitation news of the day it
is difficult to find an instance of waste-
ful showmanship.
Back of that news
may be seen very
clearly the fact
that exhibitors se-
1 e c t exploitation
ideas carefully,
weigh them ;n
comparison, then
proceed with o u t
restrictive caution
to the execution of
the best possible
campaign. They
have ceased to
waste money on
frills and furbe-
lows.
Two very good
theatre ideas are
illustrated here-
with.
Harold D .
Barnes. Xew As-
t e r, Minneapolis,
arranged an elabo-
rate lobby for
"Moran of the Lady Letty." It is all
that could be desired in every respect.
And every article in it can be obtained
absolutely without cost by any showman
who wishes the same sort of front.
O. K. Mason, Regent, Wichita, Kan..
A HOTEL lobby display used by the Regent,
A Wichita, Kan-
advertising Paramount's "The Mistress
of the World," stole spot position in the
Lassen Hotel during the recent exhib-
itors' convention by adding red electrics
to his box paper stand, which was later
used at the theatre. He broke the ice,
so to speak, for future use of valuable
space. It didn't cost him anything.
These are ideas of the money type.
These enterprises, small enough in them-
selves reveal a
watchfulness for
opportunity, a vig-
ilance which goes
hand in hand with
enterprise, which
the theatre has
needed for many
seasons. When the
otherwise unpleas-
ant circumstances
which have
brought them into
being are eliminat-
ed a richer theatre
will be revealed.
There is consid-
erable cause for
general satisfaction
with this develop-
ment. I n simple
language the
change amounts
simply to an in-
creased efficiency
in theatre opera-
tion. In no line of
business is any development more desir-
able than this. It may not have occurred
to many of the less careful thinkers in
the business that to the high efficiency
attained in theatre operation to date the
comparative prosperity is due.
52
EXHIBITORS HERALD
May 13, 1922
■THE "jazz front" installed at the Fair theatre, Amarillo, Tex., by A. L. Mitchell, special exploitation
Connecticut Yankee in King Arthur,' s Court" and described in Mr. Mitchell's letter on this page.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
I am enclosing a photograph of
a jazz front that I had made and
used in the front of the Fair thea-
tre at Amarillo, Tex., in connection
with the special exploitation of "A
Connecticut Yankee." Believe me,
it stopped them and made them
reach for their pocketbook. And we
played the picture four days to the
tune of nice business in a town of
fifteen thousand people.
Which, in these times of distress
conditions, proves that Mr. Fox is
right : Give them good pictures, get
out and make a noise like a peacock
howling in the night, wake 'em up
and they will come out.
Yours very truly,
A. L. MITCHELL,
Special Exploitation Rep.,
Wm. Fox Productions.
DEAR MR. MITCHELL;
You are undoubtedly right about it. Past
issues of this paper over a long period
prove it conclusively. We don't recall an
issue in the past six months or more that
hasn't contained a good stunt for the pic-
ture you're working with. You're "jazz
front" is a logical addition.
"Queen of Shcba" has been running a
close second. Both arc pictures that respond
to treatment, and exhibitors everywhere
have taken advantage of the opportunities
presented to get out and, as you put it,
"make a noise like a peacock howling in the
night." We've never heard one, but the
noise made in behalf of these pictures is
easily as unusual as a howling peacock.
Here's hoping your Amarillo success proves
typical of your efforts henceforth indefi-
txpical of your i
nitcly.—lY. 'R. W.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
Kncloscd herewith I run sending
you a few of our displays on "A
Connecticut Yankee." I realize the
borders of some of the ads do not
exactly coincide with the period in
which the plot of the picture is laid,
but they were the best I had to
work with and I am sure they were
not the means of keeping anyone
away from the B. O.
The amount of matter that I use
in my ads is, I know, open to criti-
cism, but as they are used in the
Saturday evening editions and are
mostly read by Sunday readers I
representative of Fox Film Corporation, for "A
feel like using more selling talk than
I would if I were using the usual
daily papers.
Yours very truly,
THOMAS S. DALEY,
Casino theatre,
Halifax, N. S.
DEAR MR. DALEY;
Wordy technicians might tell you that
some of the borders, although not the one
reproduced herewith, detracted from the
harmony, force or what not of your ads.
We don't think they do to a degree that
warrants consideration. We also differ from
the old school in the belief that you do not
put too much copy in your space, for Satur-
PERIOD display made up by Thomas Dairy, d
sino theatre, Halifax, N. S. Mr. Daley's Win
is presented herewith.
Jay 13, 1922
EXHIBITORS HERALD
53
jv or any other day.
In explanation of that statement it may
t "JxU to add that our belief is founded on
xe quality of your selling argument. It is
f the type of reading that stands up under
ion ttiect and the "look" of solidity. In
tort, it's z*.vrth reading. Xo one has com-
mitted that H. G. Wells' 'Outline of His-
tf or the Brittaniea is "too long." The
tme applies to your copy.
As long as you have arguments as good
i you've used in the ads you've permitted
to examine our advice is to use it in
ylume. In this connection, consider the
Ivertising motto of the "Chicago Tribune,"
motto that is obviously sound. It reads,
The more you tell the more you sell." In
•ew of your recent letter relative to Casino
'ofits for the past year the proposition
raves itself. Let's have more and more of
lose specimens. — If. R. If.
"Peacock Alley'
(Coxcluded f'om fage 50)
tions." The models of gowns were
raped on regular dummies, not upon
ut-outs of the star. A colored painting
f the star in a costume resembling one
f those in the window, appeared in the
rrangement.
The Majestic Theatre, Columbus, O.
The Majestic Theatre. Columbus, Ohio,
sed an elaborate lobby display in its
xploitation and publicity campaign. The
lost striking and unusual effect was a
lirly good sized shadow box arranged
-ith one side as a window with opened
hitters. The opening was prettily
raped with a curtain material while
rtificial flowers were twined around the
dges of the opening.
New Garrick, Duluth. Minn.
"He goes after a big picture in a big
.ay," is A. H. Fischer's comment upon
he showmanship tactics of P. F. Schwie.
eneral manager of the Duluth Theatre
ompany. in putting on. at the Xew Gar-
ick Theatre in the Minnesota city, an
laborate fashion show in conjunction
.ith the exhibition of "Peacock Alley.''
The Duluth theatre man not only ar-
anged for a display of feminine fashions
or spring, but took adroit advantage
if the coincidence of Miss Murray's
creen appearance in "Peacock Alley" and
he gathering in Duluth of visiting Rotary
"lub members.
Co-operating with the general manager
|f the Xew Garrick was the Duluth Re-
ail Merchants' Association, members of
vhich were exhibitors of apparel in the
how. The firms were Glass Block. Frei-
nuth. George A. Gray Company. Silber-
■tein and Bondy Companv. Beckman
^urs. the Leiser Company. M. C. Alben-
>ert Company and the Columbia Clothing
"ompany.
New Capital
pXPLOITATIOX. sharply stimulated by
industrial depression, has brought
within the buying range of the theatre
arious products not regarded formerly as
ncluded therein. These constitute new
apital, new advertising amunition, new
heatre resources.
The Universal Theatre Concession Com-
pany, keenly aware of this development,
♦ffer Herald readers in the present issue a
>roduct of this nature. Contributing ex-
libitors frequently have described in
•Money Making Ideas." "Theatre Letters"
nd other pages of this paper their methods
f building business through investment of
his new capital. These and other progres-
ive showmen will appreciate the import-
nce of this development and its vast
'Otentialities.
Omaha "Ad" Club
Adopts uSmilin'
Through" Slogan
"Let's Go 'Smilin' Through'
1922."
* * *
With this, their officiallv
adopted slogan for the year. |
staring them in the face, 500
members of the Add-Sell
League, members of an ad-
vertising club in Omaha, sat
down to their monthly dinner
recently. The adoption of the
slogan was part of an elabo-
rate and carefully executed
campaign on First Xational's
"Smilin' Through" conducted
by Harry B. Watts of the
Strand theatre, Omaha. The
meeting of the Add-Sell club
was duly photographed and
reported, with the slogan, in
all the Omaha papers.
In addition to this master
stroke. Manager Watts ar-
ranged for a private showing
of the picture which was dig-
nified by the issuance of per-
sonally printed invitations to
Omaha's leading citizens. The
only condition made was that
those invited to attend givt
their frank opinions of the
picture after the showing.
The Strand's newspaper ad-
vertising for the rest of the
week was filled with eulo-
gistic praises from people who
were known by name to al-
most everybody in the city
From theatre to tea room -
the exploitation campaign was
one of the most compre-
hensive ever conducted in
Omaha. The entrance in the
lobby of the theatre was done
over to give an artistic repre-
sentation of the English gar-
den wall shown in the pic-
ture.
The other tieups were nu-
merous. Gordon Bennett's
life size portrait was dis-
played in a prominent ladies
hat shop and a prize of two
passes was offered to those
who could come nearest to
guessing the exact number of |
minutes it took the artist to
complete the painting.
Brandies. Xichols and Al-
persons. prominent stores in
Omaha's shopping district,
were "in" on the campaign.
One showed a line of gowns
worn by Miss Talmadge for
the picture. Another special-
ized in the hats. These were
to have been "duplicates" of
the hats worn by the star for
"Smilin' Through" but th"
store manager, going ahead
on his own initiative, exceeded
the speed limit set by the
press agent and advertised
them as the hats actually
worn in the making of the
picture.
Omaha Add-Sell Club at monthly dinner.
Omaha Strand's "Smilin' Through" lobby.
The Strand's "actual gown" window set.
54
EXHIBITORS HERALD
May 13, 1922
The following suggestions for the ex-
ploitation and presentation of "The
Bachelor Daddy," Paramount feature
starring Thomas Meighan are contrib-
uted by Famous Players-Lasky Division
of Exploitation, written especially for
the benefit of "The Theatre" readers.
"The Bachelor Daddy," starring
Thomas Meighan, will be published by
Paramount in May. It is a "kid" story
with ten thousand appeals to the heart.
In the stills are several scenes of
Meighan and the five youngsters associ-
ated with him in the picture. These sug-
gest a "kid prologue." The exhibitor can
engage a male soloist and have him sing
a sentimental song seated on a divan with
the children grouped about him. They
can chime in the chorus.
The children can also put on their act
by themselves. Let them dance to the
"Sailor's Hornpipe" or "Pop Goes the
Weasel."
An easy prologue can be staged in a
tieup with your local dancing school.
Get the teacher to arrange the entire pro-
gram, and it probably won't cost you a
cent. This has been uniformly success-
ful wherever tried.
The teachers can put the youngsters
through all sorts of attractive paces, and
the entertainment will be worthy of your
house. Nearly any dancing school will
jump at the chance to tieup, for the ad-
vertising possibility comes to them only
once in a lifetime.
The home talent will bring the parents
and relatives into the theatre, many of
whom will be brand new patrons. Show
them a picture like "The Bachelor Daddy"
and they will be likely to come back
again. The little participants will talk
about the theatre for years to come, and
you know what a powerful publicity ma-
chine they make. Furthermore, the stunt
will put you solid with the best element
of the town.
"The Bachelor Daddy" is a title born
of a teaser campaign. "How Did the
Bachelor Daddy Care for Five Chil-
dren?" "Wanted: A Mother for Five
Children. Write the Bachelor Daddy."
are a couple of suggestions. This latter
can be in the newspaper want ads.
It can also grow into a newspaper es-
say contest. This latter can be planted
in the want-ad columns of the newspapers
where it is likely to attract a lot of at-
tention, and start a lot of talk.
An unusual possibility is a book-store
tieup on books dealing with the care of
children. A good flash of these supple-
mented with stills of the child-laden
Meighan ought to make a good display.
Remember, book-store windows are
among the finest of locations.
A story hour can be successfully
worked in conjunction with "The Bach-
elor Daddy."
You can prevail on some kindergarten
teacher to meet a couple of hundred chil-
dren in your theatre the Saturday morn-
ing preceding the opening and tell them
the story of "The Bachelor Daddy." The
stunt can be announced through news-
paoers or by invitation-heralds.
The teacher may be willing to conduct
the hour for nothing for the sake of the
publicity, but if she asks a fee it will
hardly be more than five or six dollars.
With the story on the lips of two or
three hundred children, imagine how it
will spread around town.
A picture of this type fits in perfectly
for a children's matinee. Donate a Sat-
urday morning showing to the orphans.
Rv hooking up with some newspaper on
this, you can not fail to cover the front
page.
May 13, 1922 EXHIBITORS HERALD 55
NEWSPICTURES
¥I/'/7"// a view to giving the exhibitor a better understanding of the importance of the
VV News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
Read It in the Newspaper — See It on Our Screen
* * *
NEWSPICTURES— Always Good Pictures
* * *
If the Newspaper Prints It We Screen It
* * *
See the News You're Talking About— In NEWSPICTURES
* * *
Camera Chronicle of World News
* * »
NEWSPICTURES— The Radio of Sight
* * *
Film Summary of the Universal Press
* * »
They Begin Where Newspapers Stop— NEWSPICTURES
* * »
The March of Events in Motion Pictures
* * *
The Optic Newspaper
» * *
Everything— Everywhere— In NEWSPICTURES
:atchline copy
effects ad
ECONOMY
However mistakenly, many exhibitors are enforcing strict economy in
dvertising. Such greet with opposition the suggestion that space be
Hotted to the advertisement of newspictures. Yet even these can add to
heatre income through promotion of the newsfilm.
None will maintain that a news reel is not worth a line of copy.
One well written line in every advertisement will accomplish results.
A series of lines will make real money.
the assignment will contribute to succeed-
ing issues. Presidents of girls' colleges,
well known novelists, including W. L.
George and Mary Roberts Rinehart, are
included.
A number of catchlines for news-
picture representation in standard
heatre space are presented on this
•age. These are written with vari-
es types of theatres, sections of
he country, classes of patronage,
tc, in mind. Any advertiser writ-
ag for a specific reading public un-
oubtedly can produce more effec-
ive copy.
* * *
These serve merely to show that
1 half a dozen words or less it is
ossible for the theatre advertiser
o register the newspicture defi-
itely with his readers. No such
omplete success as may be scored
y methods previously set down in
bis department may be experi-
nced, but that essential "some-
hing" which marks the beginning
f every worth while work can be
one in this way.
The lines presented herewith are
ot intended as slogans. They are
offered as a suggestive nucleus
about which may be constructed a
comprehensive series of similar
lines, each revealing a single unap-
preciated phase of the newspicture,
the culmination of which should be
such a slogan as will be developed
naturally.
NEW FEATURE
OFFERED BY
SELZNICK
The next issue of Selznick News
marks the inauguration of a new fea-
ture series in which nationally known
creators of feminine loveliness will give
their conceptions of beautiful women.
Howard Chandler Christy will make
the first contribution, having arranged
for "a mysterious young lady," the re-
port states, to pose for the camera.
Charles Dana Gibson, James Mont-
gomery Flagg, Florenz Ziegfeld and
others whose vocation implies fitness for
PHOTOGRAPHER
IN PERSONAL
APPEARANCE
Newspicture exploitation history was
made when Russell Muth, camera man
for Fox News, was widely advertised in
his "personal appearance" at the Albe-
marle theatre, New York.
Mr. Muth is the photographer who
flew over Mount Vesuvius and obtained
pictures which were strikingly exploited
by theatres exhibiting Fox News. One
of the advertising devices used in be-
half of the engagement was a herald,
copy of which read as follows:
BIGGEST THRILL IN HISTORY OF
MOTION PICTURES. Just Arrived From
Italy. Cameraman Russell Muth of FOX
NEWS who flew in an aeroplane into the
Jaws of Death and photographed the most
marvelous amazing feature picture that
was ever made. After flying over Mount
Vesuvius he was overcome by gas and
lava fumes. The machine crashed to the
ground and was totally destroyed. Muth
had his arm broken and the daredevil
woman pilot who drove the machine was also
badly injured. Shown Here in Fox News.
CAMERA TRICK IS
INTEREST BUILDER
An audience interest feature involving
trick photography and introduced by In-
ternational News in its No. 29 edition
presents weirdly distorted views of the
Statute of Liberty and the New York
sky line. Humorous captions set off the
feature. A still photograph is reproduced
in the "Pictorial Section" of this paper.
* FINAL EXTRA *
N cwspicture editors are requested to contribute
to this column headlines of current editions worthy
of inclusion in theatre advertising copy.
FOX NEWS, Nos. 58-59: Lady Astor Arrives
in America — Coast Guard Cutter Hunts Ice-
bergs— World's Greatest Liner Turned Over to
British — Tornado in Lima, O. — Genoa Con-
ference Convenes — Chauncey Depew Celebrates
Birthday — Joffre Arrives in New York — Presi-
dent Elect of Columbia Visits States — Face to
Face With Japan (Terminated in No. 58.).
INTERNATIONAL NEWS, Nos. 33-34: New
York Bids Joffre Farewell — Autos Race at At-
lanta — Genoa Conference Convenes — Arabic
Chiefs Greet President of France at Morocco —
Pacific Fleet in Regatta — Army Chiefs Command
by Radio — Battle Forest Fire Menace at
Laurelton, N. J.
KINOGRAMS, Nos. 2140-2141: Joffre Arrives
in New York — Circus Folks in Benefit Show for
Sick Children in New York — San Gabriel Mis-
sion Players Re-enact Easter Ceremony — Secre-
tary of Labor Davis is Daddy — President Elect
of Columbia Visits U. S. — Garden City Couple
Wed in Air — Civic Virtue Statue Set .Up in New
York — Wisconsin Wool Harvest Begins — Wash-
{Continued on page 94)
56
EXHIBITORS HERALD
May 13, 1922
DIGES V PICTURESo/ t/ieWEEK
FLORISTS, selling a less consistently and fervently
demanded product than exhibitors, have made
much money by concerted exploitation of the phrase,
"Say it with flowers."
Irving Berlin, jazz capitalist, has parodied this
with marked success in his stage production, "Say It
With Music,'' on the crest of popularity in New York
City.
Motion picture merchants, exhibitors, are not in
a position to use the obvious adaptation, "Say it with
pictures," for publicity purposes. It is none the less
true that they, too, can make much money by applying
it to their advertising, keeping down word matter and
playing up pictorial appeal. It is, obviously, pictures
that picture patrons like.
Going a step further, picture makers reducing
word matter to a minimum, speaking in pictures ex-
clusively or as nearly so as is compatible with com-
prehension, advance the motion picture steadily along
its way to perfection and the prosperity thereof.
"Say It With Pictures."
"THE TRAP" (Universal) is Lon Chaney's initial
starring vehicle for Universal, a story of the trapper
country of the North-woods, written by the star and
directed by Robert Thornby. Chaney presents a
unique characterization — that of a man embittered
through the loss of his wealth and sweetheart, who
plans a cunning revenge, but is caught in his own trap.
V ery good melodrama.
""CHANNING OF THE NORTHWEST" (Selz-
nick) is a typical Northwest Mounted Police story,
with Eugene O'Brien in the role of a "mounty." While
the story is consistent and has its dramatic moments,
it does not impress with its sincerity. Obvious as to
outcome from the start and for this reason holds only
a modicum of interest.
"ASHES" (East Coast Prod.) is two stories in
one, relating how a couple of blackmailers get caught
through evidence contained in the ashes of a cigar,
and which story has the effect of reforming a young
couple bent upon obtaining some easy money. There
is a novel twist to the story, and it furnishes fair en-
tertainment. It is in five reels.
"A VIRGIN'S SACRIFICE" (Vitagraph) de-
pends upon the charm of the star, rather than upon the
plot for its appeal. The story is not unlike several
that have been screened before, and the treatment
given it is as commonplace as the title. It is the
familiar tale of a daughter sacrificing herself for her
mother guilty of an early indiscretion.
"MY OLD KENTUCKY HOME" (American Re-
leasing) is one of several strong racing stories recently
issued. This one has the pleasing atmosphere of the
Blue Grass State, is well acted by a capable lot of
players headed by Monte Blue and contains a most
exciting horse race. There is a pleasing love story
also, with Sigrid Holmquist, "the Swedish Mary Pick-
ford" as the girl.
"THE SPANISH JADE" (Paramount) does scant
justice to the direction of John S. Robertson or the
Paramount trade-mark. It is crudely made melo-
drama, illogical and unconvincing throughout. The
locations impress as genuine and the photography is
good. The picture is not of a piece with the success-
ful box-office attractions of the moment.
"THE MILKY WAY" (Western Pictures Ex-
ploitation) is a good program picture, not especially
dramatic, but pleasing because of its smooth and fast-
moving propensities, into which are worked a number
of humorous incidents. David Butler registers pleas-
ingly in the likeable role in which he is cast.
"THE GLORIOUS ADVENTURE" (Blackton)
is a spectacularly staged melodrama, interesting
mainly because of being produced entirely in colors.
There are many interesting- and beautiful scenes, espe-
cially those showing the Great Fire of London. Lady
Diana Manners appears in the featured role. It is
seven reels in length and was made in London.
"THE DEVIL'S PAWN" (Paramount) is an
adult story of Russia before the dethronement of the
imperial family. It deals with race persecution and
has considerable action. Pola Negri has had better
roles and others not so good. A continental cast satis-
fies requirements. The picture is in five reels and
qualifies as average program matter.
"SILAS MARKER" (Pathe) is George Eliot's
famous story brought to the screen. It contains more
than the usual amount of material for this type of
narrative, necessary to a good film production. An
able cast enacts the various roles and the picture fol-
lows the story closely. It should be well received by
those who are interested in a picturization of George
Eliot's work.
"SEEIKG'S BELIEVIKG" (Metro) is an amusing
bit of screen fiction that will find ready favor with most
picture patrons. In it is starred Viola Dana and a capable
cast of players surrounds her. The story concerns the
complications arising through a young girl stopping at a
country hotel with her Aunt's fiance and her efforts t<>
teach her own sweetheart that seeing isn't always be-
lieving.
"WITHOUT EEAR" (Fox) presents Pearl White
as a society girl who is interested in welfare work. She
also becomes interested in a wealthy young man and when
her father becomes a bankrupt, the said w. y. m. comes to
father's rescue, and also marries Pearl. ( )bvious as to plot.
SPECIAL CAST IN
MY OLD KENTUCKY
HOME
( A M E R I C A N RELEASING)
A strong racing story, containing
good story interest and an appeal-
ing love theme. A really pleas-
ing photodrama of smugglers,
crooks who determine to "go
straight," and a most exciting
horse race. Written by Anthony
Paul Kelly and directed by Ray
C. Smallwood.
"My Old Kentucky Home," which
Pyramid Pictures, Inc., presents through
American Releasing Corporation, is a
story of mother love, inspired by that
popular folk song of the South, "My Old
Kentucky Home," written by Stephen Col-
lins Foster. There is good story interest
and a strong love story, besides a number
>f good racing scenes. And the picture con-
tains a certain touch of genuineness and
atmosphere of the South in keeping with
the spirit of the tale. It is suitable for any
class house and contains a wealth of ex-
ploitation angles that can easily be turned
to profit by the exhibitor booking it.
The story is well constructed and the
production, made under Mr. Smallwood's
direction, leaves little to be desired in
trfe way of effective climaxes and punch.
Of course the racing scenes are its
principal point of appeal and these are
very well done.
An excellent cast, too, aids materially
in putting the various situations over.
Monte Blue gives a splendid character-
ization as the earnest hero and Julia
Swayne Gordon was well cast as his
mother. Frank Currier adds to the pic-
ture's effectiveness as Col. Sanders.
Sigrid Holmquist is decidedly pleasing
as Virginia Sanders, his daughter.
Arthur Carew appears as "Con" Arnold,
a crook; Lucy Fox was Calamity Jane;
Matthew Betz played Steve McKenna
and Billy Quirk was Loney Smith.
Richard Goodloe, son of a proud
Southern witlow, upon being released
from prison, where he served two years,
having been "railroaded" to jail by an-
other crook, returns to his home in
Kentucky. En route he meets his sweet-
heart, Virginia. His mother has entered
her horse "Dixie" in the derby and the
family fortune is at stake. In one of the
swiftest races ever run "Dixie" wins.
Mrs. Goodloe accepts the hand of Col.
Sanders, and after exposing "Con" Ar-
nold, Virginia declares her love for
"Dick."
JOHNNY HINES IN
ORANGE BLOSSOMS
(EDUCATIONAL)
After an opening that suggests a dozen
Jr more comedies of past and current
ssue, "Orange Blossoms" lays firm hold
}f interest and develops steadily to a
strong finish. The story has to do with
Torchy's attempts to facilitate the elope-
ment of a friend. Loss of the license,
false arrest, divers adventures in a bakery
and intricate happenings in a jail figure in
the action.
During supper hour a comfortable
seating at the Chicago theatre, Chicago,
accorded the picture a warm welcome.
Since only organ accompaniment was
provided this may be accepted as a valu-
able criterion.
EUGENE O'BRIEN IN
CHANNING OF THE
NORTHWEST
(SELZNICK)
While this story is quite consist-
ent and has its dramatic mo-
ments, it does not impress one
deeply with its reality. O'Brien
is a Northwest Mounted police
who is sent out to get his man
and gets him, also a beautiful girl
for his bride. Directed by Ralph
Ince. Five reels.
"Channing of the Northwest" does not
differ materially from hundreds of other
Northwest Mounted stories. Its chief
appeal will be to lovers of this type of
tale. The acting and other technical de-
tails are sufficiently good, though not-
exceptional. O'Brien is surrounded with
a well chosen cast and all the parts are
sincerely played. Gladden James ap-
pears to advantage as a weakling.
Channing, who is known as "the Duke"
among his fellow workers, is sent to
another town to watch a gang of out-
laws that have crossed the border from
the States and are suspected of shooting
a Northwest mounted policeman. He
meets a girl, engaged to a youth, living
with the family. The young man has
fallen in with the gang at McCook's sa-
loon, and in an altercation shoots a man.
The girl attempts to hide him when
Channing enters the cabin. Because her
fiance has broken his promise not to go
to McCook's she breaks with him and
declares her love for Channing, which
meets the approval of her father when
he learns the circumstances.
The picture is padded with a lengthy
"cut-back" to Channing's English life,
prior to enlisting with the Northwest
Mounted, in which he was engaged to
another girl. He tells the story while
seated at the piano. The photography
is fair and there are no special effects.
MONTE BLUE and support in a scene
from the American Releasing Corp.
production, "My Old Kentucky Home,"
made by Pyramid Pictures, Inc.
SPECIAL CAST IN
ASHES
(STATE RIGHTS)
This is a story within a story con-
cerning a young man tempted to
commit a crime who ultimately
sees the light and goes "straight,"
and a couple of blackmailers who
are trapped and go to jail. There
is rather a novel twist to the story
and it furnishes fair entertain-
ment. Directed by G. M. Ander-
son for East Coast Productions.
Five reels.
Crook stories hold considerable inter-
est for the average picture-goer and
"Ashes" has very fair surprise' value and
considerable drama. Too much footage
has been given some of the minor scenes
in the introduction, showing the anguish
of the heroine, but as the story pro-
gresses it becomes more exciting.
The cast is an excellent one, number-
ing such well known players as William
Courtleigh, Leona Anderson, Margaret
Landis, Myrtle Steadman, Wedgewood
Nowell and George Howard. The pic-
ture is being distributed by Reelcraft
Pictures in the Central West.
The story opens with a young man in
financial difficulties endeavoring to per-
suade his wife to help him blackmail a
wealthy man. She picks up a magazine
and reads a story of two blackmailers —
the Crafton's — who are caught. They at-
tempt to extort money from a Mr. De-
Courcey, having made his acquaintance
by means of forged letters, and as Craf-
ton leaves the room his wife tears her
dress and accuses DeCourcey of attack-
ing her, when he again enters. The hotel
detective is about to arrest DeCourcey
when he shows him that the ashes still
remain on his cigar, although Mrs. Craf-
ton says there was a struggle between
them. The detective then arrests the
two blackmailers. The young wife is
impressed by the story and leaves a
note to her husband that she is going
back home. The victim appears as she
is about to leave, and she gives him the
letter to deliver to her husband. He is
a detective and after reading the note
takes the penitent young husband to the
railroad station and sends him to the
country with his wife.
58
EXHIBITORS HERALD
May 13, 192;
VIOLA DANA IN
SEEING'S BELIEVING
(METRO)
Thoroughly delightful little comedy
with the vivacious Miss Dana at
her best. Story is slightly padded
with country hotel characters, but
on the whole is well worth seeing.
A capable cast in support. Six
reels. Directed by Harry Beau-
mont from a story written by Rex
Taylor.
"Seeing's Believing" provides Miss
Dana with another amusing role and an
excellent cast help her keep the story
going at a merry clip from the interest-
ing opening scene to the final denoue-
ment. It is the type of story that is al-
ways welcome and furnishes excellent
light entertainment of a farcical nature.
Miss Dana fulfills all requirements as
the piquant and thoroughly charming
Diana Webster; Allan Forrest is a
grouchy young man, Bruce Torrington,
in love with Diana; Gertrude Astor is
Aunt Sue, and Philo McCullough, Jimmy
Harrison, in love with Diana's aunt. Har-
old Goodwin, Edward Connelly, Jos-
ephine Crowell, Grace Morse and Colin
Kinney complete the cast.
The country hotel sets and photog-
raphy were excellent.
Diana Webster, a wilful young lady
with plenty of money, and her aunt's
fiance. Jimmy Harrison, are forced to
stay all night in a country hotel because
of a storm. They pretend they are mar-
ried in order to satisfy the hotel pro-
prietor. Jimmy sleeps on a cot in the
hall, but Bruce Torrington, a fellow-
guest does not know this. Later Bruce
meets Diana at her home where he is a
guest, and his interpretation of her esca-
pade infuriates the girl. She determines
to teach him a lesson and show him that
seeing isn't always believing, by placing
him in an unusual position. She hires
an actor and his wife to "frame" a badger
game with Bruce. The couple double-
cross her and she is forced into a black-
mailing scheme from which Bruce is
forced to rescue her. A snappy finish
which leaves a good impression.
MIRROR
(UNIVERSAL)
The Universal company has a real nov-
elty in the new "Mirror" series of one
reel subjects. There are to be twelve
of them and if succeeding issues include
as much interesting material as No. 1,
they ought to find favor with audiences
that appreciate thoughtful effort.
The first one introduces the Denishaw
dancers of Los Angeles in a scries of
dances both in slow and regular motion
pictures; there is a bit of footage de-
voted to "Terryscope photography," a
cartoon, combined with real backgrounds,
then follows pictures taken during the
inauguration of President McKinley, in
March, 1897. Here the rapid strides
made in motion picture photography is
shown. There arc no close-ups and due
to the slowness of the camera, the peo-
ple move about very leisurely appar-
ently. The odd dresses of the period
will cause a laugh also. The automobile
was practically unknown twenty-five
years ago, and McKinley and Grover
Cleveland are pictured riding to the
White House in an open carriage. Other
presidents are shown, down to President
Harding, delivering his speech of accept-
ance. A very fascinating short subject.
It is 1,000 feet in length.
CORINNE GRIFFITH IN
A VIRGIN'S SACRIFICE
(VITAGRAPH)
The beauty and charm of the star,
and an extraordinary request
made by the heroine of the hero,
form the main points of appeal in
this story of the Northwest. It
is the expectation of something
out of the ordinary that sustains
one's interest. Many beautiful
out-of-door scenes. Directed by
Webster Campbell. Five reels.
Corinne Griffith in a scene from "A Virgin's
Sacrifice." (Vitagraph)
The treatment of "A Virgin's Sacri-
fice" hardly rises above the common-
place and the theme is not unlike other
stories of sacrifice, although its roman-
tic element is unique. It is the rather
familiar tale of a daughter assuming the
guilt for her mother's indiscretions,
which is not entirely cleared up even
following the death of the villain. Just
who claims the infant, the mother or
the daughter, is not made clear.
Corinne Griffith, looking very stunning
in white furs and knickers, is the heroine,
Althea Sherrill; Curtis Cooksey is the
hero, Tom Merwin, a civil engineer do-
ing government research work; George
MacQuarrie played Sam Bellows, the
villain; David Torrence was Sherrill and
Louise Prussing, Mrs. Sherrill. Nick
Thompson appears as Jacques, a half-
breed. The scenario was by William B.
Courtney.
The out-of-door shots of snow clad
mountains and deep ravines were pic-
turesque and the final scenes showing the
destruction of the saloon of Batiells, fol-
lowing a stirring battle between Bellows'
followers and the lumbermen, were well
staged.
Tom Merwin comes upon Althea as
she is about to shoot her persecutor,
Sam Bellows. She then makes a strange
request, will he accompany her to her
home as "Charles Arlington, my hus-
band," and ask no questions. Merwin
agrees and is surprised to find a baby
which Althea claims is her child. The
return of Mr. and Mrs. Sherrill further
complicates matters. Tom sees Althea
leave the cabin that night and follows
her. He finds she is meeting Bellows,
and when she is hired to Bellows' head-
quarters by a forged note, he marshals
the forces against Bellows, rescues Al-
thea and turns Althea's dogs upon the
villain, who is killed. It develops that
Bellows is the father of the child and
Mrs. Bellows is its mother. Althea has
learned to love the stalwart engineer
and they plight their troth in the light
of the burning saloon.
PEARL WHITE IN
WITHOUT FEAR
(FOX)
Conventional, would-be societ-
drama, with Pearl White as ;
society "bud" doing unusua
stunts upon a trellis. The whol
thing is too obvious to carry mucl
appeal. Nicely mounted with sta
displaying many beautiful gowns
Five reels. Directed by Kennet!
Webb.
If you have a Pearl White followin;
"Without Fear" may satisfy them. Othei
wise it is but a fair offering and it wi
not carry conviction to the average aud
ence whose taste has been educated I
better things.
Its principal appeal is the cast, whic
includes besides Miss White, Robe-
Ellis, Charles Mackay, Marie Burk
Robert Agnew and Macey Harlam, a
more or less well known players.
Ruth Hamilton, a wealthy girl, is ii
terested in welfare work, and while c
an outing with her charges, she mee
John Miles, a "Napoleonic financier
She is engaged to Bill Barton, henc
when John proposes marriage she r>
fuses him. Her father is on the verg
of bankruptcy, and, although he has bee
snubbed by Mr. Hamilton, Miles pron
ises to aid him. On the night that Hami
ton comes for the money, Ruth ha
climbed to Miles' rooms and is thei
when her father arrives. He insists upc
their being married, which suits Rui
when she discovers John is really
love with her.
The discovering of Ruth in Miles' roo
is the picture's big punch scene but thei
is little dramatic tension otherwis
Play up the star's name and advertise ;
light society drama.
CHESTER CONKLIN IN
THE PIPER
(FOX)
Give Chester Conklin half a chance at
he'll furnish the falls and funny stuff f
a good tv.o-reeler. He has them in Tl
Piper" and at McVicker's theatre, CI
cago, it drew gales of laughter from
vaudeville loving crowd. This pictui
by the way, is the last to play this hou;
&s the old cheatre is to be closed tl
week and torn down.
Conklin. is Prof. Rattleford, a sax
phone artist, whose "pussyfoot blue
drew all the cats in the neighborly
into the cafe where he is playing. I
is thrown out and lands on his head, a-
while unconscious imagines he is of
cially granted one-half of a kingdom f
his work in ridding an island of its ca
Some clever cartoon work is used he
The two kings split the working hoi
and the horseplay is very amusing,
you are in the market for a clean, clev
and up-to-date comedy, book "T
Piper."
DANGER
(EDUCATIONAL)
This is a Jack White production a
furnishes some good comedy situatic
intermingled with old ones. The B
shevik movement is introduced with
bewhiskcred bomb throwers, who try
kidnap a princess. The second half
mostly double exposure stuff, with t
comedian hanging onto the end of
plank high above a busy street. 1
business with the plank is well timed a
will excite interest and many laug
Where slap-stick is appreciated this c
will fill the bill.
May 13, 1922
EXHIBITORS HERALD
59
LVDY DIANA MANNERS IN
THE GLORIOUS
ADVENTURE
(J. STUART BLACKTON)
Interesting mainly because of its
being the first five-reel drama to
be produced entirely in color, and
with a titled lady for its featured
player. Based upon the great
fire of London, it contains some
interesting and beautiful pictures.
Produced by J. Stuart Blackton
with practically an all-English
cast. Length seven reels.
Laboring with a cast, few of whom
;eem to be capable of portraying their
espective roles, J. Stuart Blackton,
pioneer in America, has given us a novel
iroduction in "The Great Adventure" fea-
uring Lady Diana Manners. The cast
s not particularly strong, the best work
;eing done by Cecil Humphreys as Rod-
dick, the villain, and Flora Le Breton
is Rosemary. Lennox Pawle is satisfac-
:ory as Samuel Pepys, while Victor Mc-
Laglan was good in spots, overacting
,omewhat.
The story is a bit confusing, too many
;haracters being introduced, many of
ivhom reallv are immaterial to the main
ilot
Hugh Argyle, a lad of about fourteen,
eaves home, biding good-bye to his
ittle sweetheart, the Lady Beatrice Fair
played by Violet Blackton), and prom-
sing to treasure the locket she has given
lim. Years later, he returns as he has
>een notified he is heir to vast estates and
i title. He sends word of his coming to
he Lady Beatrice, now grown to young
.vomanhood (Lady Diana Manners). On
:he boat Roderick plans to have Hugh
<illed and take his place himself. His
lenchman, Bulfinch, gtabs Hugh and
hrows him overboard. Then Roderick
aetrays his hireling and Bulfinch is taken
jack to England in chains, vowing ven-
geance on Roderick. The Lady Beatrice
s forced to entertain her King, Charles
2nd, and he takes a fancy to her. Nell
jvvynn (played by the Hon. Lois Heath)
s one of the guests. Nell is a rough little
loyden, indulging in rude pranks when-
:ver occasion offers. Roderick, believing
3ugh dead, claims his estates, being aided
)y a rascally solicitor, and makes his bow
o Lady Beatrice, who cannot believe this
s really Hugh. Forced to journey to
London, Lady Beatrice stops at the Inn
.vhere Roderick is staying. Hugh turns
ip and puts up an excellent fight with not
)nly the rascally Roderick, but half a
lozen other blades. Lady Diana falls in
ove with him, although, for one of those
easons without which "there wouldn't be
io story," Hugh does not make known
lis identity. Much plotting and counter-
dotting ensues during which Hugh en-
:ounters Roderick again in London when
ie is on his way to marry the Lady Bea-
rice and is made prisoner. She, fearing
mprisonment for debt, marries Bulfinch,
ondemned to die on the morrow. The
peat fire of London breaks out, and Bul-
inch gets out, seeks the Lady, carries
ler all over London, through flames and
>ver debris, seeking a safe place to keep
ler, seemingly. Hugh appears, the two
ire trapped, Bulfinch saves them, but
"laims Lady Beatrice as his bride and just
vhen it looks blackest for the lovers, the
;ood old situation of a wife and sev-
ral children is resorted to — Bulfinch is
laimed and goes away with his family.
There is much that is novel in the pro-
luction, but it suffers from too many
haracters.
LON CHANEY IN
THE TRAP
(UNIVERSAL)
Rare entertainment here. An inter-
esting drama of the trappers'
country of the North. Story of
more than usual merit, with that
very finished actor, Lon Chaney,
giving a real characterization.
The photography is excellent
throughout and the atmosphere of
a typical north-woods settlement
is well carried out. Directed by
Robert Thornby. Five reels.
This is Lon Chaney's first starring
vehicle for Universal and in it exhibitors
have a good bet. It is about as good a
story as has come along for some time
and was written by Chaney himself. It
tells a direct, simple story of French-
Canadian people, of a big hearted man,
disappointed in love and robbed of his
property, who waits seven years for his
revenge — and then forfeits it. The pic-
ture was made for the most part in the
open, at Bear Lake, and is beautifully
photographed.
Chaney has the principal role, that of
Gaspard the Good. He returns from a
successful trip to his traps to fine Thalie,
his sweetheart, deeply interested in Ben-
son, a newcomer. VVher he goes to his
mine he finds Benson's men in posses-
sion, he having acquired it through a
legal technicality. Broken in health and
spirit, Gaspard waits. Benson marries
Thalie and in the seven years that fol-
lows she is taken sick and dies, leaving
a son. Benson is thrown into jail for
shooting a Swede, whom Gaspard urges
to fight Benson. Gaspard takes the child
to his cabin and, knowing Benson will
come to claim him upon his release from
prison, he plans an awful revenge. He
arranges a trap at his cabin into which
he hopes Benson will walk and be killed
by a hungry wolf he has penned up. The
boy, however, walks into Gaspard's trap
and Gaspard is nearly killed rescuing
him. Then comes Benson, and Gaspard,
having learned a lesson, turns the child
over to his father and bids them God-
speed.
SPECIAL CAST IN
THE SPANISH JADE
(PARAMOUNT)
A story of Spain, atmospherically
sound but otherwise mediocre.
Unconvincing melodrama some-
what hysterically enacted. Bril-
liant photography the chief asset.
A John S. Robertson production
in five reels from a play by Louis
Joseph Vance.
The reaction of an American audience
to "The Spanish Jade" will upset tradi-
tion if it is favorable. The picture is
poorly constructed, tells a flimsy story
in ragged continuity and frequently
childish subtitles; in short, falls far short
of the standard set by American produc-
ing units working abroad.
David Powell and Marc McDermott
are badly handicapped by story and sup-
port. The large cast is made up of
strangers, apparently foreign, who dis-
play considerably less ability than is
commonly observed in importations.
The chief villain, a burly fellow whom
one observer remarked slightly resem-
bled Rodolph Valentino, is Harry Ham.
The story is a weird account of the
rise from rags to romantic happiness
negotiated by "The Spanish Jade," step-
daughter of a guzzling gambler, who
sells her for gold. Stilettos flash fre-
quently and grotesque donkeys are rid-
den madly about in the assault-escape-
murder-trial-prison-vindication sequence
that leads to the happy ending. An
American writer, from Boston, who fig-
ures in the plot is very badly caricatured.
As noted above, some very good pho-
tography is accomplished in the picture.
There is very little else to command at-
tention.
A picturesque scene from "The Spanish Jade," in which David Powell is starred.
It was adapted from Louis Joseph Vance's play and the novel by Maurice
Hewlett. A Paramount production.
60
EXHIBITORS HERALD
May 13, 1921
CRAUFURD KEXT IN
SILAS MARNER
(PATHE)
Another literary classic brought to
the screen is this picturization of
George Eliot's famous story.
More than the usual dramatic ac-
tion and real interest has been
injected into the film version of
the narrative, which follows to a
great extent the story's trend
step by step. It is in seven reels
and was directed by Frank P.
Donovan.
For screen entertainment George Eliot's
"Silas Marner" contains better material
than is usually found in the adaptation of
classical literary matter. Dramatic inci-
dents are frequently few and often fail of
their mark in narratives of this type. In
"Silas Marner" there is sufficient intensity
and unusual angles to give it a goodly ap-
peal even to those who do not especially
favor this kind of photodrama material.
The story has been given a good pro-
duction and an excellent cast to portray the
various characters. Craufurd Kent as
"Silas Marner'' is well suited to his role.
In seven reels, the unfolding of the story
and the dramatic incidents have been
handled to the best advantage and will
prove of absorbing interest to those who are
familiar with George Eliot's work.
At Lantern Yard, where the story opens,
Silas Marner is accused of theft and is be-
trayed by his best friend who is in love
with the girl to whom he is engaged. He
is driven from the town and goes to
Raveloe where he becomes a virtual her-
mit, piling up gold as a weaver. His faith
in mankind and God is shaken and his only
consolation through fifteen years of this
existence is his steadily increasing gold pile.
One day this is stolen from him and with it
he becomes more of a recluse and less
friendly with his neighbors than ever.
A dying woman leaves a baby girl on his
doorstep who brings a change in his dis-
torted view of life and under her influence
he becomes one of the respected citizens of
the town. The girl's father, unknown to
anyone, is a son of the wealthy Squire Cass,
who has been nursing the secret, pending
his marriage to one of his set. After
several years of married life the Squire's
son confesses the duplicity to his wife and
they determine to claim Marner's daughter
who has now grown to young womanhood.
Once more some invisible force is about to
execute another move to leave him desolate
in the world. The girl, however, chooses
to remain with Marner rather than go with
her rightful father and she is happily
married to a suitor with whom old Marner
makes his home.
JOHXXV HIKES IN
TORCHY'S GHOST
(EDUCATIONAL)
The first part of this two reeler is much
better than the final reel. Hines sprinkles
sand on the ice and sells skaters, who fall
in front of him, pillows at four bits
apiece. He does a land-office business.
Then his girl is kidnapped by the "Coo
Coo Clan," when he had staged a kid-
napping stunt himself to win her favor,
and he is badly handled by the gang
when he follows them into a deserted
house. He finally rescues the girl, how-
ever, and the house, with the clan madly
lighting to get out, is rolled down a steep
hill. The finish is exciting and the whole
thing good comedy, albeit many of the
stunts are more or less familiar to fol-
lowers of this type of comedy.
"The Leather Pushers." (Universal)
Reginald Denny and support in a scene from
LEATHER PUSHERS
(UNIVERSAL)
"Whipsawed" is the main title of
Round Six of this interesting series of
pictures starring Reginald Denny and it
quite lives up to the standard set by the
previous chapters. The scenes on ship-
board are convincing and amusing, show-
ing the champion enroute to England
with his trainer. The battle is a fierce
one and the spectators typically English.
Gladys Green appears as the girl in this
episode and the love interest is well
handled. No one will want to miss one
of these, if they have seen the first of
them.
POLA NEGRI IN
THE DEVIL'S PAWN
(PARAMOUNT)
Russia before the deposition of the
Czar. A distinctly foreign story
and picture, less meritorious than
other vehicles of the star, but bet-
ter than the average of lesser im-
portations. Race persecution is
the basic theme. In five reels.
The faults and virtues of the importa-
tion are evenly divided in the current
Pola Negri vehicle, a picture that gave
mild satisfaction to a mid-week audience
at the Jackson Park theatre, Chicago
neighborhood house. It is period rather
than costume, the story being laid in
Russia prior to the dethronement of the
imperial family, and reveals an unfa-
miliar side of life interestingly.
Pola Negri is best in the cast, though
a number impart realism to strange
characters. The story is adult and the
enactment continental. As an American
theatre attraction it qualifies as average
program material.
The story presents the case of Rea
Rabb. supposed daughter of a Jewish
merchant, whose ambition it is to attend
the university at Petrograd, to which
none of her race are admitted. When
the elder Rabb dies he leaves with a
friend the secret of her Christian nativity,
but she unknowingly goes to Petrograd,
obtains the one type of passport granted
Jewesses, then enters the school under
the name of her father's friend's sister.
The young man who falls in love with
her learns of her apparent double lite.
Her instructor learns that she is in fact
his daughter. The friend returns at
length to clear up the situation. Mean-
time divers adventures and near trage-
dies have transpired. The ending is con-
ventional.
ANY OLD PORT
(CH RISTIE EDUCATIONAL)
This Christie comedy presents Neal
Burns in the role of a nearly-wed and
love-sick young man who has a falling
out with his bride-to-be just as they ar
about to face the minister. He has tick
ets for an ocean trip and to forget hei
he decides to embark. She also has he
ticket, and takes the same boat, to forge
him. They are thrown together in th
same stateroom and he is thrown out
he tries to scare her by starting a fin
and when the ship does catch fire, sh
refuses to leave. The scenes aboard shi
are well handled and the whole is mod
erately funny. Josephine Hill plays th
role of the bride-to-be.
DAVID BUTLER IN
THE MILKY WAY
(WESTERN PICTURES EX.)
Here is a smooth, fast moving ston
which because of its pleasin
trend makes good program en
tertainment. Not intensely drama
tic but wrought along simple an
easy lines of resistance that prov
pleasant rather than impressivi
David Butler has an excellen
role. Directed by W. S. Va
Dyke.
"The Milky Way" may not be the creai
of screen entertainment but it is a featui
of numerous likeable phases that are plea
ing, and in many instances, quite amusin
There are few obstacles thrown in tl
path of the hero which reduces the dr;
matic moments, but this is not a hand
cap. It pleases rather than arouses an
theatregoers are prone to be pleased du
ing hot weather.
David Butler fits well into his role of
farmer at the start and later a driver of
milk wagon in the big city, which also it
dicates that the theme deals directly wit
the title of the film. In the supportn
cast are Margaret Loomis, Fred J. Bu '
ler, R. Henry Grey, Bert Hadlcy ai
Irene Hunt.
As David Bartlett, Butler is seen as
disgruntled and visionary farm hand wl
is tired of farm work and especially tl
milking part. He goes to the big ci
where he anticipates an easy short cut
wealth and fame only to find that aft
his savings are exhausted the best I
can do is get a job as the driver of a mi
wagon. When the big firm for which I
is working raises the price of milk ai
causes suffering among the poor on li
route he takes it upon himself to pay I
the milk out of his own pocket and
the course of his work meets the Ma
Smith who is doing philanthropic WO
among the poor people. The two becon
fast friends and when Bartlett is tired !
giving away the two cans of milk which
wealthy customer uses for bathing pu
poses, he and Mary Smith organize
milk depot of their own to help t
people.
Their sources of supply are shut on I
the big company. Bartlett discovers e\
deuce of graft on the part of an ixccuti
of the company and he goes to the own
and exposes the underhand metho
which have been practiced on the coi
pany with the resultant increase in t
price of the milk. He drags the own
to the scenes of suffering among tl
poor, who, when confronted with t|
truth of the situation puts the milk dov
to its old price and realizes that he li
been misinformed. On this occtsi"
Bartlett learns that Mary Smith is t
owner's daughter and, confessing to h
father that they love each other f>ai
lett is readily taken into the family 81
given the job of general manager of t
company.
lay 13. 1922
EXHIBITORS HERALD
61
Pearl White in a scene from "Without Fear," her latest Fox starring vehicle.
Signs Three Prominent Directors
To Produce Under Mayer Banner
Features to Be Made by Stahl, Xiblo and Barker
Will Have All-Star Casts— Hawks Joins
Company as Managing Editor
Trges Independents
Grasp Opportunities
ans Declares Hesitancy to
Purchase Means Loss of
Big Features
Herman F. Jans, president of Jans
roduction. Inc.. believes that the inde-
;ndent distributor and exchange man is
eakening his own position and making
imself less and. less a factor in the mar-
it by his hesitancy in grasping oppor-
inities. Mr. Jans urges cooperation on
le part of the distributor, exchange-
an and exhibitor to the end that big
id worth while productions be obtained
>r the independent held.
Producer Is Discouraged
"As everyone connected with the in-
istry knows — the big stuff cannot go
egging for any length of time," says
tr. Jans. "The producer makes the
cture and must realize on his invest-
ent so that he may proceed with other
-oductions. He offers his product to
e 'Independent Field.' but where he
scovers one live independent territorial
iver, who is willing to purchase on a
ir basis and does not attempt to under-
d, he finds a majority who hesitate
■ take the chance unless they are able
■ buy at a figure which leaves the pro-
icer no profit whatever. This attitude
lite often results in the independent
oducer concluding that it is useless to
>end the time necessary to sell the
dependent buyer, and he at once takes
s product to the large organizations,
hus the tactics pursued by the inde-
:ndent territorial buyer have resulted
it being more and more difficult for
m to get the big stuff.
Says Exhibitors Lag
"The exhibitor does pot support the
dependent man as he should. It is a
ct that he seeks in every way to pur-
lase the independent product at the
inimum price. This is a principle to
f expected in any line of trade, but it
■Hows that if the exhibitors do not
ive the independents sufficiently fair
"ices to keep them alive, that the ex-
bitor will soon find himself helpless
id compelled to give much higher
'ices to the trust because he has forced.
.• his lack of cooperation, the inde-
;ndent exchange man to the wall.
"So the situation resolves itself into
e one word — cooperation — all down
e line. The producer makes the pic-
re: he offers it to the independent
arket feeling that he should realize the
aximum price in this field. If the inde-
•ndent acts quickly he then has an at-
active product to offer the exhibitor
id the exhibitor in turn has a reason
r seeking the independent for a profit-
>le product."
othacker Moving Into
Larger N. Y. Quarters
H. J. Aldous, treasurer of Rothacker
ilm Company, is in New York in con-
action with the moving of the Rothacker
ew York headquarters. The new loca-
}n will be even more commodious than
e quarters occupied for the past two
ars at 220 West Forty-second street.
The New York headquarters is used
rgely by the Rothacker practical picture
vision. In the future the New York
adquarters will also be occupied perma-
ntly by a representative of the Roth-
ker laboratory division until the New
ork link is added to the Rothacker
Moratory chain.
Three directors of prominence have
been signed to produce as independent
units under the Louis B. Mayer banner.
They are: John M. Stahl, Fred Niblo
and Reginald Barker.
Another acquisition to the Mayer
forces is J. G. Hawks, who has been ap-
pointed managing editor of all produc-
tions. Hawks for three years was managing
editor and supervisor of productions for
Goldwyn.
To Have Special Casts
All pictures produced by the three di-
rectors will have special casts and the
stories will be selected from the best ma-
terial available.
Mr. Mayer is completing arrangements
with Metro for the distribution of some
of these pictures. There still are some
Mayer productions to be delivered to As-
sociated First National.
The grouping of directors Stahl. Niblo
and Barker under one producing head and
the extensive production schedule which
this combine fosters may be taken as
significant of the prosperity in store for
the picture business. This combine makes
Mr. Mayer one of the leading independent
producers. He is entering into negotia-
tions with a fourth director with a view
of putting on an additional company
which will also make special features.
Prepares New Picture
Having finished the cutting and ti-
tling of "One Clear Call." John M. Stah.
is now preparing to start on a picture for
Associated First National.
Fred Niblo will begin work under this
new arrangement immediately following
the completion of Ibanez' "Blood and
Sand." which he is making at the Lasky
studio. Formerly one of the most popu-
lar stars on the American stage and a
play producer of note. Mr. Niblo has
won laurels through his triumphs for the
screen. "The Three Musketeers" and
"The Mark of Zorro" are among the lat-
est pictures he has directed.
Work to Start Soon
Reginald Barker, director of "The Old
Nest" and "The Branding Iron." will soon
add to his fame with a new picture to be
started within a few weeks.
Since his advent into the production
end of the film industry several years ago.
Louis B. Mayer's career has been marked
by sincere, hard work and a consistent
climb towards the goal he has now at-
tained. Associated with him as general
counsel and treasurer of the various
Louis B. Mayer enterprises is J. Robert
Rubin.
Big Productions to Be
Aim of Louis Burston
Big pictures will be the policy of Louis
Burston during the coming year. The
producer believes that the demand for
special productions will be even greater
than it has been.
The first special for the season will be
"Forget Me Not," which is now being
edited. It will be 7.500 feet when pub-
lished. Gareth Hughes and Bessie Love
head the cast. The film is from a story
by Henry R. Symonds and was directed
by \Y. S. Van Dyke. Preparations are
being made for the second special pro-
duction, starring David Butler.
Kleine Offices Are Moved
Into Larger Headquarters
George Kleine. who is publishing a
number of well-known specials, among
them "Julius Caesar" and "The Last Days
of Pompeii." has moved his New York
exchange from 145 West 45th street to
larger offices at 729 Seventh avenue in
the Godfrey Building.
62
EXHIBITORS HERALD
May 13, 1922
First National May Handle "Trouble;"
Coogan Picture to Be Published Soon
"Trouble," the latest Jackie Coogan
special feature, is completed and ready
for immediate publication. It is the plan
of Sol Lesser and those with whom he
is associated, to distribute the picture as
soon as possible and thus avoid as much
hot weather as early publication will per-
mit.
While no definite distribution organi-
zation has been announced, it is surmised
that the new Coogan vehicle will sail
through Associated First National Pic-
tures, Inc., channels as has his past pro-
ductions.
Film Is Five Reels
This is the third independent feature
that Jackie has given the screen. The
others were "Peck's Bad Boy" and "My
Boy." "Trouble" is in five reels and is
adapted to the screen from an original
story by Clara L. Roush.
"Trouble" is somewhat foreign to "My
Boy." inasmuch as there is an abundance
of comedy situations in the new feature.
According to Jack Coogan, Sr., and those
interested in Jackie's film activities, a pro-
duction bordering more along comedy
lines than ultra-dramatic would be ac-
ceptable to the public, particularly after
the more serious efforts of the starlet in
the "My Boy" feature. This, of course,
does not indicate that Jackie has been
deprived of his dramatic abilities, for
there will be dramatic moments inter-
woven throughout the full five reels, ac-
cording to Coogan, Sr.
Working on Fourth
The contract that Coogan and Lesser
entered into specifies for five five-reel fea-
ture productions. Two more features are
expected from the Coogan organization
under the terms of this agreement. Work
on the fourth is now going ahead. This
production is a screen version of Charles
Dickens' "Oliver Twist," with an all-star
cast surrounding the starlet and Frank
Lloyd in charge of the direction. The
Twist production is being made on a
massive scale and it is the desire of the
producers to road show it at $2 top prior
to distributing it to exhibitors.
"Trouble" is said to be an ideal story
for Jackie. In it he wears his little tat-
ters that he made famous in "The Kid."
He portrays the role of a plumber's as-
sistant and with bursting water pipes,
hammers, and plenty of water to play in,
one can well imagine the trouble he
makes for himself and others.
The production was directed by Albert
Austin. Wallace Beery and Gloria Hope
are seen in Jackie's support.
Anticipate Completion
Of Eddie Polo's Serial
Within Next Six Weeks
Notwithstanding the inclement weath-
er, delays caused by illness and the usual
mechanical troubles incidental to the pro-
duction of an elaborate and spectacular
chapter-play, "Cap'n Kidd," Eddie Polo's
first independently-produced serial, is
rounding rapidly into form, and accord-
ing to an estimate by Joe Brandt should
be completed and be available for publi-
cation throughout the country within the
next six weeks.
New Vidor Vehicle to
Be Published May 28
Associated Exhibitors Picture
in Five Reels — Adapted
from Webster Tale
President Arthur S. Kane of Asso-
ciated Exhibitors, announces that Flor-
ence Vidor's next feature, "The Real
Adventure," will be published on May
28. Reports of persons who have had
previews of the production move M;ss
Vidor's sponsors to predict that in it she
will make a far greater appeal for popu-
lar favor than in her first Associated Ex-
hibitors film, "Woman, Wake Up!"
From Webster Novel
"The Real Adventure" is a five-feel
picture from the well known novel by
Henry Kitchell Webster.
In the surge of passengers on a rainy
afternoon, a street car conductor does
not notice Rosalind Stanton, a beautiful
young woman, paying her fare, and the
girl refuses, as a matter of principle, to
make a second payment. At the ultima-
tum, "Pay or get off!" she accepts the
latter alternative, after restraining a big,
good-humored fellow on the car from
striking the conductor. When he sees she
is without an umbrella this stranger also
leaves, and, after some hesitancy, she per-
mits him to accompany her home.
Cast Is Excellent
The varying situations which follow
give Miss Vidor exceptional opportunities
for the exercise of her histrionic ability
and the display of her innate charm. The
costuming in some of the scenes is said to
be of rare beauty. The star is supported
by a cast of unusual excellence.
Announcement Extraordinary
To Close the Estate of the Late A. H. FISCHER
JANS PRODUCTIONS, INC.
have been ordered by the Administrators to immediately dispose of all
unsold territory throughout the world of the two SPECIAL Fischer Pro-
ductions, "MAN AND WOMAN" and "THE AMAZING LOVERS"
— both proven box office successes — for the best possible cash prices.
CASH BIDS CONSIDERED IN ORDER OF RECEIPT on all territories EXCEPT
New York and New Jersey, New England, Louisiana and Mississippi, Australia and
part of South America, which have already been sold.
NOTE : "MAN AND WOMAN" has been sold on a basis of $85,000.00 for the United
States and "THE AMAZING LOVERS" for $75,000.00. This Executive order necessi-
tates a cash sale, so that, regardless of former propositions, we are compelled to accept the
FIRST REASONABLE CASH OFFER
We are also empowered to rent the FISCHER STUDIO at New Rochelle, N. Y. and sell
the Laboratory and also the Robt. W. Chambers Stories controlled by A. H. Fischer, Inc.
Wire JANS PRODUCTIONS, INC., 729 Seventh Avenue, New York City
IiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiH muni
lay 13, 1922
EXHIBITORS HERALD
63
Dramatic Competition Fails to Halt
Box Office Rush for Talmadge Film
"Smilin' Through" Held Over at Strand in New
York — Theatre Increases Number of
Matinees— Editors Praise It
ox to Publish New
Farnum Film, May 7
ompany Officials Enthused
Over "Shackles of
Gold" Feature
Enthusiastic predictions are made by
ricials of the Fox Film Corporation re-
ading the new William Farnum pic-
re, "Shackles of Gold," set for publica-
m May 7.
This picture is declared to be better
an the best Farnum has made in five
ars. The story is based on Henri
;rnstein's stage play, "Samson," and
s been made into a dramatic modern
cietv play with an effective climax in a
all Street Stock Exchange battle.
Has Stock Exchange Scenes
Bernstein's play "Samson" is known
theatre-goers because of the success
ade in it by William Gillette and Miss
instance Collier at the Criterion the-
re. New York. Like the modern story,
tells the tale of a man who rises from
dock laborer to the position where by
tn business ability he amasses a for-
ne and becomes a power in the finan-
U world.
The stock exchange scenes are said
be the most thrilling of their kind
er screened. Under the direction^ of
erbert Brenon a section of the New-
ark Stock Exchange floor was erected
the William Fox studio and to make
re that even the "floor brokers" could
•t find a flaw in the action, Mr. Brenon
d several brokers in the scenes as
tors.
Myrta Bonillas in Cast
The part that Farnum enacts is said
be one that will be a revelation even
those who already believe that W il-
|m Farnum is the greatest dramatic
tor on the screen today. He is as
easing in his#blue shirt as the dock
jorer as he is" in the fine clothes of a
ancial wizard.
The love scenes with Myrta Bonillas
e said to be heart gripping. Miss
)ni11as is new to the screen, but when
e is seen with Farnum in this picture
r fine talents will set a high place for
r among screen celebrities, it is pre-
:ted.
remiere for Arrow Film
Arranged at New Orleans
Arthur C. Bromberg Attractions of
;w Orleans, Atlanta and Charlotte, who
e handling practically the entire Arrow
tput in the territory which they con-
>1. sponsored an innovation in motion
ture presentation, when, by arrangement
th Arrow. "Back to Yellow Jacket"
is given its premiere showing at the
ifayette theatre. New Orleans.
This is a departure from custom, in
far as it has been the habit of pro-
cers in the past to hold the premiere
escntation of important pictures in
tw York. Chicago or Los Angeles.
jropean Trip Publicizes
Pathe's Dempsey Serial
The value of current events in publiciz-
;; screen attractions is exemplified in
lb run of "Daredevil Jack." the Pathe
: ial, starring Jack Dempsey, at Wein-
trten's Parthenon theatre in Brooklyn.
The Parthenon has made effective use
* all news stories relating to the cham-
l>n's trip abroad. Weingarten booked
'.: chapter play immediately it was an-
lunced Dempsey was going to Europe.
Norma Talmadge's current First Na-
tional picture, termed by its distributors
as the "miracle picture of 1922." has a
number of extraordinary achievements
to its credit during the few weeks since
its publication, according to theatre and
other reports.
It has elicited editorial praise from two
large newspapers — the Chicago Tribune
and the Omaha ll'orld-Hcrald.
It has broken the records of two more
theatres.
Held Over One Week
It was held over for a second week
at the Strand theatre in New York due
to its success at the box office.
It is drawing unsolicited letters and
telegrams of praise from exhibitors.
It played at the Brooklyn Strand the-
atre to crowded houses while the stage
version, with Jane Cowl as the star,
played at the Majestic theatre, next door
to the Strand.
Another theatre had to increase the
number of its matinees.
It is said to be one of the few pictures
which the newspaper critics were unani-
mous in praising.
It is said that the Brooklyn presenta-
tion is the first in history where a stage
play and a photoplay based on the same
story were shown simultaneously in ad-
joining houses.
The success of the production in
Schenectady, N. Y., is attested by the
following telegram sent by Manager
William Shirley of the Strand theatre to
the First National offices:
"Aided by splendid exploitation cam-
paign. 'Smilin' Through' opened yester-
day, breaking all house records. Busi-
ness as good today. Looks good for ten
days at least. Picture went over great.
Big audience delighted. Congratula-
tions."
The following wire relates what it did
at the Empress theatre in Oklahoma
City:
"Despite keenest competition of Shrin-
ers' Circus and great lodge ceremonials
whole week, and fact other theatres re-
ported poor business, Norma Talmadge
in 'Smilin' Through' stood them up every
night and big business every day entire
week at Empress theatre, breaking sea-
son's house records. Considering oppo-
sition, business was phenomenal."
Increases Matinees
Owing to the crowds which tried to
get into the Circle theatre in Indianapolis
the management was compelled to in-
crease the number of matinees from
three to four.
I AM THE
The picture with as much thought and
effort behind it as any legitimate play
ever had.
Photoplay by Raymond L. Schrock, adapted from a story £>■»
JAMES OLIVER CURWOOD
PRODUCED BY DISTRIBUTED BY
EDWIN CAREWE AFFILIATED
PICTURES CORPORATION DISTRIBUTORS, Inc.
B. P. Finenun, Pr. . B. F. Zeidman, V. P. C. C BURR. Pre*.
Foreign Rights. G S Schlesinger. Manager, care of
Warner Bros., 1600 Broadway, Hem York City
Suggestions for Mothers' Week — May 14-20
OTHERS' DAY, May 14, presents a theatre opportunity attractive because of
financial, prestige and seasonable benefits obtainable through its exploitation. Ex-
hibitors in any city, individually or in group, may designate the week of May 14-20 as
"Mothers' Week," advertise it extensively but with dignity, book suitable pictures and
make money, reputation and friends, incidentally establishing a basis for sustained
patronage throughout the approaching Summer.
The mechanics of the undertaking are not intricate.
FEATURE length attractions of desirable type
are plentiful. Equity offers "Where Is My
Wandering Boy Tonight?" Warner Brothers has
published "Your Best Friend." Vitagraph's
"Black Beauty," "Cousin Kate," "Dollars and the
Woman" and "Her Lord and Master" are named
as suitable for such an occasion. Metro's "Turn
to the Right" and "Give Me My Son," offered by
Certified Pictures Corporation, complete a list of
sufficient length and variety to serve any show-
man.
For rounding out the program of the week
with proper short subject support Universal sug-
gests its three serials with historical background,
"Winners of the West," "The Adventures of Rob-
inson Crusoe" and "With Stanley in Africa." And
C. B. C. Film Sales company describes as charac-
terized by cleanliness, "pep and ginger" and there-
fore suitable for "Mothers' Week" its Hallroom
Boys and Sunrise comedies.
With such material available it is a simple mat-
ter for any showman to build up a seven day pro-
gram of attractions to which he may especially
invite mothers and children. In the wording of
his invitation, which may be extended in newspaper
or direct by mail advertising as well as by screen
and in person, it is logical that he should stress
the fact that he aims to keep his show at all times
up to the high standard of entertainment and edu-
cational quality properly demanded for the family
by its dominating figure — the mother.
Details, such as floral house decorations, mu-
sical settings, etc., are so simple of arrangement
as to require no especial discussion.
Results, actual cash profit, actual gain in pres-
tige, actual re-enforcement of clientele as the
Summer opens, are of such magnitude as to more
than justify the slight expenditure of effort, not
money, involved.
Carl Laemmle offers these 3 Universal Chapter-Plays
for the clean entertainment of American Boyhood!
■
ART
ACORD
"WINNERS of the
WEST"
A CTUAL historical events of the
Great West wovenintoan intensely
exciting chapter-play in which mothers
and fathers will find as much to enjoy
as the children 1
Directed by F.dward Laemmle
The World's
HARRY
MYERS
IN
"The Aventures of
ROBINSON CRUSOE"
' I AHE most beloved story of adventure
of all time in an engrossing and his-
torically correct chapter-play ! A picture
for grown-ups as well as children!
Directed by Robt. Hill
Greatest
GEORGE
WALSH
IN
"With STANLEY in
AFRICA"
/TVHE true history chapter-play of
adventure and romance in Darkest
Africa! A screen treat that Mothers
may well recommend for their children's
entertainment!
Directed by Wm. Craft
Chapter- plays
Suggestions for Mothers' Week -May 14-20
LAUGH!
n
SEORGE H. HAMILTON
PRESENTS
GIVE ME MY SON
with Pauline Brunius
Distributed in
NEW YORK and NEW JERSEY by
ertified Pictures Corp.
729 7th Ave., N. Y. C.
No Finer Mother Love
Picture ever Filmed than
Where Is My
Wandering
Joy Tonight"
Ready prepared Advertising,
wonderful accessories and extra-
I ordinary exploitation make it
1 a guaranteed clean-up for
SPECIAL
I0THERS' DAY
SHOWING
It's cleaning up everywhere.
Book thru your Independent
Exchange or communicate with
quity Pictures Corp.
723 7th Ave., New York City
Selected by the
National
Board of
Review as the
Most Appro-
priate Picture
for Mothers 9
Week
Vera Gordon
IN
"YOUR BEST
FRIEND"
"TURN TO THE RIGHT"
A METRO PRODUCTION
at
HALLROOM
BOYS
COMEDIES
Ask Your Theatre
for
SUNRISE
COMEDIES
26 of each
Clean — Pep — Ginger
MOTHERS' DAY
OFFERINGS
''Dollars and the Woman"
In which a husband and wife
through a series of matrimonial
adventures learn the great secret
— "Happiness through sacri-
fices." Alice Joyce and Robert
Gordon.
"He Lord and Master"
A few stirring pages from the
lives of an American wife and
an English nobleman — and a
mother-in-law.
"Black Beauty"
The master picture — the best
loved story of American child-
hood. Screen version splendidly
built by Lillian and George
Randolph Chester. A super
cast headed by Jean Paige.
"Cousin Kate"
Picturization of Charles Froh-
man's Empire Theatre success.
A pretty love story with deep
home-tie appeal.
VITAGRAPH
ALBERT E. SMITH, President
66
EXHIBITORS HERALD
May 13, 192;
Selznick Reports "Big Week" for
"Reported Missing" at Criterion
Lewis J. Selznick's production, "Re-
ported Missing," with Owen Moore as the
star, had its New York opening at the
Criterion theatre, Sunday, April 23, an
event which, Selznick reports, proved to
be the start of a big week — in a box office
sense.
Prepares Program
The photoplay, according to the pro-
ducer, went over amid riotous laughter,
and from 2 p. m., when Hugo Riesenfeld,
managing director, started his first show
until 11 :30 at night, the triumph of "Re-
ported Missing" was climbing to a high
mark which was maintained throughout
the week.
Dr. Riesenfeld's cooperation with the
Selznick forces included, among other
important details, the arrangement of the
program with Victor Herbert's "Pan-
americana" for the overture; the Criterion
Magazine of news; Song — "Mighty Lak'
A Rose" (Nevins), sung by Suzan Ida
Clough; "The Resident Patient," from
"The Adventures of Sherlock Holmes,"
by Sir A. Conan Doyle and directed by
Maurice Elvey, and Lillian Powell, in an
eccentric fox trot. A Sports Pictorial
was on the program.
Conducts Week Campaign
The Criterion opening of "Reported
Missing" was preceded by a week of care-
fully planned newspaper advertising and
publicity campaign. The metropolitan
newspapers carried a teaser campaign of
more than usual interest, and the Sunday
papers carried large space.
The newspapers proclaimed the pic-
ture a "howling success."
"If Winter Comes"
To Be Big Fox Film
Production Will Be Backed By
Huge Advertising Campaign,
It Is Announced
When Fox Film Corporation com-
pletes the special production, "If Winter
Comes," it will be flashed on the screen
backed by the most extensive advertis-
ing campaign that ever preceded any
single film production, according to an
announcement by Fox.
Arrangements have not been com-
pleted by the producer for the filming
of the great work, but plans are so far
advanced as to warrant the prediction
that when the cameras begin to turn the
director will have in hand arrangements
for an unusually careful, elaborate and
spectacular picture.
Realizing the great popularity which
the novel has enjoyed and is enjoying,
no effort or expense, it is announced, will
be spared to make of it an ideal photo-
drama.
Make Scenes in England
To this end, while some of the scenes
will be made in the Fox studios in New
York and Los Angeles, many of the big-
ger outdoor episodes will be photo-
graphed in England in the localities
which the author describes in his novel.
This will be done with the idea of ob-
taining graphic ami faithful portrayal of
the scenes which have been made familiar
in print to thousands of readers, and to
preserve the true and quainl flavor of the
places and personages created in the
book.
Will Confer with Author
William Fox, in order to accomplish
this, will leave for Hngland soon and,
with A. S. M. Hutchinson, the author,
he will go over the scenario and confer
on all details of the forthcoming produc-
tion.
In addition to the million circulation
which the book is in a fair way to attain
before it reaches the screen, the story is
now being run serially in leading news-
papers in the larger cities of the United
States.
OWEN MOORE in a scene from "Re-
ported Missing," the amusing Selznick
production.
Second National Conducts
"Shadow Ad Campaign" on
Its Forthcoming Feature
As a phase of its campaign to popu-
larize "Broken Shadows," Second Na-
tional Pictures Corporation is conduct-
ing a "shadows" advertising campaign
based on the fact that motion pictures
actually consist solely of shadows
thrown upon a lighted screen.
The picture, a version of the Charles
Garvice story, "Nance," is an Irish love
tale featuring Isobel Elsom, Mary
Forbes, James Lindsay and Ivan Samp-
son.
Vera Gordon to Appear
In Person at Detroit
Vera Gordon, who is making a national
vaudeville tour in a one-act play, has
been engaged to make a personal appear-
ance for two weeks at the Broadway-
Strand theatre, Detroit, during the run
oi her latest picture, "Your Best Friend,"
a Harry Rapf production distributed by
Warner Brothers.
Paramount Has Four
Specials on May Lisi
Seven Features in All Are t|
Be Published During
the Month
Four special productions, amon
them one from Cosmopolitan, are in
eluded in the list of seven features schec
tiled for publication by Paramount i|
May, according to Sidney R. Kent, ger.
eral manager of distribution.
To be published on May 7 on day an'
date booking in more than 225 leadin |
first-run theatres throughout the cour
try is Gloria Swanson in Elinor Glyn'i
"Beyond the Rocks," with Rodolph Val
entino. This is a Sam Wood produif
tion. In addition to the star and M:[
Valentino, the cast includes Edythl
Chapman, Alec B. Francis, Robert Bol
der, Gertrude Astor, Mabel Van Bureil
Helen Dunbar. Raymond Blathway
Harris Gordon and June Elvidge.
Hitchcock in Film
On the same day is to be publishe
"The Wife Trap," UFA production, d
rected by J. May. The Cosmopolita
production, "The Beauty Shop," wit
Raymond Hitchcock and an all-star casj
is scheduled for May 14. With the ex!
ception of Montagu Love and Louis'
Fazenda, many of the original player,
in the stage play are in the cast. Ec|
ward Dillon directed the film.
"North of the Rio Grande." with Jac
Holt and Bcbc Daniels, will be put
lisbed May 14. The George Fitzmaurid
special production, "The Man Froij
Home," is scheduled for publication
May 21. Agnes Ayres in "The Ordeal,1
an original screen story by W. Somei'j
set Maugham, is also scheduled for th
same date.
New Vehicle for Meighan
On May 28 Thomas Meighan in "Tl
Bachelor "Daddy," from a story by E<
ward Peple, author of "The Print
Chap," will be issued. Olga Printzls
wrote the scenario and Alfred E. Grei
directed. Leatrice Joy plays opposi
Mr. Meighan. Charlotte Jackson, Ba
bara Maier, Bruce Guerin and the <i
Briac twins. Maude Wayne, Adele Fa
rington, J. Farrell MacDonald and La'
rence Wheat complete the cast.
"Kent Klean-up Kuarter"
Inaugurated by Buxbaum
In His New York Distrki
H. H. Buxbaum, Paramount distril
manager in charge of New York, AJbatj
and Buffalo, has inaugurated "Kel
K lean-up Kuarter" for the cleaning up I
bookings through the obtaining of pl:|
dates on F. P.-L. pictures. The drive I
named in honor of General Manager Si
ney R. Kent.
The drive was launched following
careful survev of conditions in the e
hibitorial field. The district manager
very optimistic regarding the outlook t
the summer months.
Colored Trailers Part of
"I Am the Law" Publicit
As part of a big exploitation campaii
in connection with the Edwin Carewe IJ
dependent special, "I Am the Law," C.
Hurr, president of Affiliated Distributoi
Inc., which is handling its publication
has arranged with the Frizma Compar
to furnish a supply of beautifully color
trailers. These trailers will show par
of some of the striking scenes of the pij
ture which lend themselves admirably I
color treatment.
ATTRACTIVE
24 SHEETS
THE PRODIGAL JUDGE
AN EDWARD JOSE PRODUCTION
FEATURING
JEAN PAIGE
AND AN ALL STAR CAST
ADAPTED F90M THE WORLD fXMOUS NOVEL
Bq VAUGHAN KESTER
4LEERT E. SMITH «<r
THE SON OF WALLINGFORD ^
^( WITH AN ALL STAR CAST
' * Directed bt
FLOWER OFTHE NORTH
-JAMES OLIVER CURWOOD
alderi t smith tv..*"
ALICE CALHOUN
THE LI
Directed by DAVID S
VITAGRA
Adapted from the famous
JAMES MBARfl
M
68
EXHIBITORS HERALD
May 13, 192
First Winners in "Crusoe" Serial
Exploitation Test Announced By "U
Universal has awakened great interest
in the exploitation of serials by its "Rob-
inson Crusoe" prize contest, it is an-
nounced by Art Schmidt, general sales
manager for short subjects. The first
two weeks of the four months' contest
have brought a flood of excellent ex-
ploitation material to the Universal
home office, including many unusual
stunts and original ideas for creating in-
terest in the chapter-picture, "The Ad-
ventures of Robinson Crusoe."
"Most important of all," says Mr.
Schmidt, "has been the indication that
many exhibitors are putting the same
thought into the exploitation of serials
that they put into feature producions.
This, of course, is sound business. Uni-
versal always has preached that the
proper presentation of a serial, with its
twelve, fifteen or eighteen weeks of
cumulative drawing power, is showman-
ship of the highest type, and should be
practiced by every exhibitor using
chapter-films.
Winners Are Announced
"The prize winners for the first week
of the $7,000 contest were: Otto L.
Meister, manager of the Whitehouse
theatre, Milwaukee, Wis.; F. K. M. Pless-
ner, of the Susquehanna theatre, Phila-
delphia, Pa.; A. P. Desmormeaux, of
the Strand theatre, Madison, Wis., and
Harry Holland of the Bishop theatre,
Bishop, Cal.
"These four men submitted stunts and
lobby displays of unusual appeal, vary-
ing from ballyhoo street men dressed
like Robinson Crusoe to mailing list dis-
tribution of small envelopes containing
'sand from Robinson Crusoe's Island.'
"The four exhibitors who won $50
each during the second week of the con-
test were Al Hamilton of the Palace the-
atre, South Norwalk. Conn.; J. S. Wood-
house of the United Theatre, Alhambra,
Cal.; A. T. Simmons of the Dome the-
atre, Akron, O., and Max Marcus of the.
U. S. theatre, Cleveland, O.
Moving Cut-Out Takes Prize
"Hamilton won his prize by a clever
moving cut-out for window display, and
Something new in posters has been
prepared by R-C Pictures Corporation
on "The Sheik of Araby," a revival of
the H. B, Warner feature, "The Man
Who Turned White." The paper, in
addition to advertising the production,
publicize! those things with which tie-
ups have been effected, thereby cnhane-
an advertising tie-up by which he
swapped ad space for window display
space to great advantage. Woodhouse,
in the opinion of the contest judges, mer-
ited a prize for the clever way he tied up
with the local educators and clergymen
in boosting the 'Robinson Crusoe' pic-
ture. Simmons, who used a 'Robinson
Crusoe' ballyhoo backed up by an un-
usual poster and herald campaign, and a
novel lobby, played to three thousand
admissions in two days in a 224 seat
house. This is one of the best possible
arguments, I think, for well planned
serial exploitation. Marcus pulled them
in with a teaser lobby display adapted
from cut-outs.
Elimination Test for Winners
"After the first four weeks of the con-
test, the three best out of the sixteen
prize winners of the month will be
awarded prizes of $450, $300 and $200
for the month. These month prize
awards will be made each month during
the contest, in addition to the four $50
prizes given each week.
"The usual provisions are made for
tying contestants."
Book "I Am the Law"
For State Theatre at
Minneapolis for May 7
The finished prints of "I Am the Law,"
the Edwin Carewe Special published
through Affiliated Distributors, are ready,
and some of them have already gone to
the state right men in the territories al-
ready disposed of. J. F. Cubberly, Asso-
ciated First National Pictures manager at
Minneapolis, has secured a first-run date
on the picture. It will be shown at the
State theatre the week of May 7.
Cubberly was one of the men who
bought the picture for his territory be-
fore seeing a single foot of the film, it is
stated, relying on the directing of Carewe,
the fact that the story was by James
Oliver Curwood, and the cast which in-
cludes such players as Alice Lake, Ken-
neth Harlan, Gaston Glass, Wallace
Beery and Noah Beery.
ing the advertising possibilities of both
mediums. On each sheet the phrase,
"Get the song, hear the record, see the
picture," has been printed. The ticup.
have been effected with Watterson, Ber-
lin & Snyder, song publishers, and the
Victor Talking Machine Company. The
picture was published on April 30.
Plays to 175,000
In Run of 1 1 Week
First National Says "Siler
Call" Has Broken Every
Known Record
"The Silent Call," H. O. Davis' dog pi
ture, has broken every record known
the exhibiting end of motion pictures, a
cording to First National.
Plays Eight Times Daily
The feature, starring the dog, Stronj
heart, has had a run of twelve weeks ;
Miller's theatre in Los Angeles. At tl
end of a run of eleven weeks and oi
day, 175,000 people had paid admission I
see it. Eight performances were playt
daily.
"The Silent Call" was booked orig
nally for three weeks. First Nation
states that the production, produced I
Jane Murfm and Larry Trimble, h;
played to more performances than ar
other picture in a continuous run and
has been shown more times daily th;
any other feature.
Draws Comparison
First National states: "While it is trt
that 'The Birth of a Nation' ran thirt;
four consecutive weeks in Chicago,
afforded but two performances daily-
total of 476 performances. 'The Silei
Call' in eleven weeks and one day \v;
shown )>1G times. It will yet play to c;
pacity audiences at least fifty-six tint*
and probably one hundred and tweh
times before the conclusion of its recoi
run."
Smith Productions, Inc.
Starts Filming of New
"Uncle Tom" Photopla
W. M. Smith Productions, Inc.. Tuls
Okla., has started production of a ne
feature, the adaptation of the Stor
"Uncle Tom's Cabin."
The entire company engaged in tl
making of the feature has been assembK
from New York and Los Angeles at
has left for the south where scenes w
be made in and around the levees ai
cotton plantations near Memphis, Ten
The production will be eight reels
length and it is expected that the c
changes who purchase the picture w
road-show it in their territories under
plan outlined.
Robert Vignola Films All
Exteriors Within Studi
A feature in the production of "Win
Knighthood Was in Flower," is the fa
that not one exterior scene was taken oi
of-doors. Robert G. Vignola is producii
the feature for Cosmopolitan. Althouf
the picture calls for a large number of e
teriors. all were built within the plant.
Three large studios have been used
the production of the feature — the Co
mopolitan, Jackson and Famous I'layci
"Foolish Wives" Is Given
High Rating by De Mill
1 'resident Carl Lacmmle is jubila
over a letter just received from Cecil
De Mille, noted Paramount director at
producer. The letter pertains to "Foi
ish Wives." An excerpt from it reads:
"It is one of the best directed and be
acted pictures 1 have ever seen. My cot
pliments to you and Von Strohcim."
lav 13, 1922
E X EJ I B 1 TO R S H E R A L D
69
Your iMusic Bringing
Them In— Or Keeping
* Them oAway?
CLIP and MAIL
-YON' & HEALY
61-69A Jackson Blvd., Chicago, II!.
Gentlemen:
The name of my theatre is _
he seating capacity is
>ize of Orchestra _
)imensions of Pit: Length .. Width
Please send me full details of your plan and information
onceraing the twelve Bargain Instruments
same »
\ddress
I do wish they would play some new music at
the Rand — always the same old numbers over
and over again !"
Through this remarkone Exhibitor learned that
inferior music was causing his decreased attendance.
Yes, his orchestra played the latest jazz. But
they could not interpret music that enhanced the
value of his features.
Three or four musicians, regardless of ability,
do not constitute an orchestra. Certain instru-
ments are necessary to secure certain effects.
For a nominal sum you can install an instru-
ment that will give you the music of a complete
symphony orchestra! The repertoire will be un-
limited— when you receive your, cue sheet with
the feature film, simply select the artistic hand-
played roll it indicates.
Then, when your audiences leave, your presen-
tation will have had a double effect. The winning
combination — good music and good pictures —
can be depended on for increased attendance.
The Cost? — small and arranged so that you
play while you pay.
The Upkeep? — the salary of one person!
Let's Talk It Over!
Our Experts are at your service without charge.
Very likely one of the twelve special bargain
instruments we now have in stock will fit your
orchestra pit. This means economy for you. It
will solve your music problem. IVrite^ aire, or
phone today for a conference y either in Chicago
or your own city!
LYON^HEALY
EVERYTHING KNOWN <zZ^Cmm^^k FOUNDED FN THE
Hi MUSIC ^^|^ YEAR 1364
61-69A Jackson Boulevard, CHICAGO
sYON 6? HEALY Theatre Instruments
•
70
EXHIBITORS HERALD
May 13. 1922
T
t-'-'-? f-l ff fir
iyluli
Rothacker-Aller Laboratories, Inc.
Hollywood, California
X
™ —
Our Twelfth Birthday
Twelve years ago this
month our institution was founded
by Watterson R. Rothacker whose
faith in the Motion Picture Industry is at
least twelve times stronger today than it was
in May 1910.
We sincerely thank
those who have so materially assisted
our progress and prestige; and to
those whose words of praise and cheery good-
will have brightened our business life, we are
everlastingly grateful.
Soon, we hope, our
Chicago and Los Angeles labora-
tories will be augmented by units at
New York, London and Toronto — all
dedicated to the Art of making the screen
beautiful and the scree?i people secure.
There are reasons-
Come and see them.
Founded 1910
by
Wattcrion R. Rothacker
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 54
"Keep your own house in order.
Don't try to regulate your neigh-
bor. What is wrong for you on
Sunday may be all right for him.
There has been too much blue law
agitation." — The Rev. Harry L.
Myers, of Decatur, I1L, speaking at
the First Congregational church at
Wilmette.
PUBLIC RIGHTS LEAGUE.
Picture Plays and
Picture Folk
{From the Pecos [7ex. ]
Gusher) .
Recent tragedies, in which moving pic-
ture people figured prominently, brought
forth a storm o( protest from every part
of the country. Of course, crime should
be cried down wherever found; but the
hue and cry from many sections against
the moving picture industry and everybody
and everything connected with it, was an
unthinking outburst.
, It was our pleasure to witness the film-
ing of "The Old Nest" at the Rialto theatre
this week. As we sat there following the
life steps of that old-fashioned mother, and
witnessed her final triumph — a reunion of
the scattered children in the old home
nest — the thought came to us that any
agency responsible for the morals taught
by this picture has earned a right not only
to survive, but to prosper.
It is not disrespect of the ministry that
prompts the statement that this picture
was the best sermon we ever "listened" to.
The family portrayed was old-fashioned
to the core. Scads of healthy boys and
girls, and not a dog or cat in sight, while
one or the other of the latter seems to be
the sole ambition of many present day
unions. And it did one good to hear even
the grown-ups call the parents mommer
and popper, not ma-ma, which somehow
sounds like the wail of a sick calf.
It's a picture that gets under the hide,
and starts your thinker going at a rate
that defies all speed limits, as it pleads
for ideals that will soon be as dead as the
dodo if we don't back up. To put into
practice the lessons taught by this great
picture would render superfluous the enact-
ment of Curfew laws for the protection of
youth.
Say what you will, pass laws until the
paper supply is exhausted, but the solu-
tion to social problems are at the hearth-
stone of the old-fashioned home. "The
Old Nest" should be commandeered by the
government, and exhibited in every com-
munity weekly, with compulsory attend-
Holds Censorship Law
Is not Constitutional
In Waco, Tex., there is a judge who is firm in his oum convictions.
Censorship lazes hold no terror for him.
In his opinion, and he stated it publicly, the Waco legal regulatory ordi-
nance is a contravention of every human right and plainly unconstitutional.
Judge R. H. Kingsbury handed down
this decision in a case entered against
Abe Levy of the Strand theatre, who had
refused to comply with the provisions of
the law.
Levy was discharged by the judge,
who took occasion to scathingly denounce
those who meddle with individual free-
dom.
The exhibitor was represented by At-
torney M. J. Ginsberg, who presented a
motion to quash the complaint on the
ground that the ordinance was unconsti-
tutional in that it sought to delegate
powers not authorized by the constitu-
tion.
Special mention was made of that part
of the ordinance which gives the censor
the right to stop a show at any time with-
out a hearing in a court of justice; to
enter a picture show with any number of
assistants free of charge and witness a
show; to hold up a film which might have
been secured by the exhibitor at a great
cost by the exercise of the authority the
act conferred upon the censor, thus tak-
ing from the owner the property of great
value without the process of law.
Judge Kingsbury said that he agreed
with much that had been said in the mo-
tion and in addition he could say a few
things which rendered the ordinance a
vicious piece of attempted legislation.
In the first place, he said, it conferred
authority to enforce the ordinance upon
"the director of public welfare," when in
fact there was no such officer in the city.
* * « •
They Make Me Sick, Says
Victor Herbert of
Reformers
Says Victor Herbert, the noted com-
poser, of reformers:
"Thousands of people in an industry
and a couple of sensational police cases
bring the whole industry into disrepute.
W hy, it's ridiculous.
"I heard a minister just a while ago
make an attack on the motion picture
people and it made me boil. I told him
just as I told a club here in Detroit at
luncheon that there are more Protestant
ministers in jail in this country today
than there are artists— and being a Prot-
estant, although I am an Irishman, I
have a right to say it. They make me
thoroughly sick.
"What do they know about the picture
or theatrical world? If the people who
make pictures are immoral, then I am
immoral. If the people who entertain us
from the stage are immoral, then I am
immoral, for we are all alike, and it is a
terrible thing to brand any class of peo-
ple immoral."
Order Your Slides
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, 111.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
(Write name and address legibly)
Theatre
City
72
EXHIBITORS HERALD
May 13, 1922
T
RAVELING THROUGH
NEBRASKA h. e. 'nichols
OAKDALE— The Oak theatre here
has a very unique ventilating sys-
tem. C. V. Anderson, the local
banker, has installed a threshing machine
blower hooked up to a four horsepower
gasoline engine.
* * *
Tilden — Found an old time showman
here — L. A. Furniss — who once operated
nickelodeons around Binghamton and
Flmira, N. Y. He is now a full fledged
"cornhusker" and doing nicely with his
Auditorium theatre.
* * *
Meadow Grove — The Elite has just
been enlarged and reseated. William A.
Cornett, "say it with music," plans to
run only two nights a week during the
summer. William will be busy as he is
also the local ice man.
* * *
Cedar Rapids — Oh. Boy! How the
wind can blow over these hills. Charlie
DeWulf has just finished planting a big
patch of potatoes. Charlie is also the
local Pinkerton and owner of the Star,
which he states will stay open all sum-
mer.
* * *
Spalding — A new Lyon & Healy Style
Y electric piano has been installed in
the Carlin Opera House. F. R. Carlin
was very busy, but we saw Henry, who
runs the machines.
* * *
Elgin — A Hibernian of no mean abil-
ity is now running the Community. We
refer to Frank J. O'Hara, formerly of
Spalding. Frank states business is good
and that he plans to install a new ma-
chine.
* * *
Genoa — The recent storm tore things
up in general in this town, so Mr. and
Mrs. Peterson at the Grand theatre were
getting their juice from a Ford tractor
when we called. Business was very
good as the tractor clugging away in the
street proved a wonderful "bally-hoo."
* * *
Fullerton — The Argus people just in-
stalled a new Simplex in the Royal the-
atre. Walter Carroll says it is his sec-
ond Simplex and that they both are giv-
ing wonderful satisfaction. Business
picking up here.
* * *
Neligh — No use telling you what ex-
hibitor lives here, as you all know "Dad-
dy" Jenkins. J. C. and the writer at-
tended church Easter Sunday and some
of the congregation were mean enough
to remark, "What's the matter, J. C. —
celebrating Fatty's acquittal?" We must
not overlook the dinner. Mrs. Jenkins
is the last word when it comes to things
spelling "good eats."
* * *
St. Edward — E. W. Yerhaega, owner
of the Lyric, has installed a large radio
receiving set. A packed house greeted
the opening number that was received
from the Denver broadcasting station the
other night.
* * *
Pilger — Carl G. Gragson, owner of the
Lyric, is having a little bad luck now,
but here's hoping, Carl, business will
pick up.
* * *
Wisner — A trip would not be complete
to these parts without calling on the
charming Mrs. Mary Rolfe, owner of
the Royal. This house has been equipped
by Argus of Omaha with a new Simplex.
* * *
Westpoint — M. L. Radler is now book-
ing the Auditorium for the local West-
point cadet band. A new converter has
just been installed. M. L. sure rolls a
wicked Perfecto.
* * *
Norfolk — Who did we find here but
none other than our old friend R. S.
Ballantyne, former district manager of
the old Mutual. R. S. is getting readv
to put over a family night at the Audi-
torium and a new Standard stage set is
being installed and this house completely
redecorated.
* * *
Stanton — -The Rialto is known around
here for its fine projection and C. J.
Kremer believes in running a regular
theatre. This house will play now five
nights a week.
* * *
Jackson — Theatre closed and no pros-
pect of it opening for some time.
* * *
Lyons — Henry Leriger and Ray Cha-
pin have opened the Plaza, a 200-seat
house. These boys own the Plaza at
Sloan, la.
Sell All Territory on
"School Days" Film
Warner Bros. Announce 100
Per Cent Distribution
of Barry Feature
With the closing of the Atlanta terri-
tory, the Warner Brothers production.
Gus Edwards' "School Days," featuring
Wesley Barry, has been sold 100 per cent
throughout America, according to an-
nouncement by Harry M. Warner. The
last deal was closed with M. Mitchell, of
Atlanta, for the exclusive territorial
rights for Georgia, Florida, Alabama and
North and South Carolina.
List of Purchasers
Other purchasers of the picture are: Creole
Enterprises, New Orleans, for Louisiana, Missis-
sippi, the town of Pensacola. Fla., and the Panama
Canal Zone; A. L. Kahn Film Enterprise, Omaha,
for Iowa and Nebraska; United Film Service, St.
Louis; Federated Film Exchange of New Eng-
land, for Maine, New Hamphire, Rhode Island.
Massachusetts and Connecticut; Grand & Warner
Film Exchange. Buffalo, for New York exclusive
of Greater New York and Westchester County;
Celebrated Players Film Corp., Chicago, for In-
diana and Northern Illinois.
Skirboll Brothers, Cleveland, for Ohio exclusive
of Niles; Specialty Film Company, Dallas, for
Texas, Oklahoma and Arkansas; Warner's Ex-
change, Detroit, for Michigan; Big Feature Rights
Corp., Louisville, or Kentucky and Tennessee,
Tri-State Film Exchange, Minneapolis, for North
and South Dakota, Minnesota, and upper Penin-
sula of Michigan and Wisconsin; New York Fed-
erated Exchange, New York, for Greater New
York and Northern New Jersey; Independent Film
Corp., Phila., for Eastern Pennsylvania, Southern
New Jersey. Delaware, Maryland, Virginia anil
District of Columbia; Associated First National
Pictures, Pittsburgh, for West Virginia and West-
ern Pennsylvania; Kwality Pictures. Seattle, for
Colorado. Wyoming. Utah. Idaho, Alaska. Wash-
ington, Oregon and Montana; Warner's Exchange,
Los Angeles, for California, Nevada, Arizona and
Hawaii; and the Stephenson Attractions. Ltd.,
Toronto, for the Dominion of Canada and New-
foundland.
Directed by Nigh
"School Davs" was produced by Harry
Rapf and directed by William Nigh. W'<-
ley Barry was secured for the picture by
special arrangement with Marshall
Xeilan.
New Betty Blythe Film
Betty Blythe's next starring vehicle is
to be "Should Husbands Know?" It is
being produced at the Whitman Bennett
studios under the direction of Kenneth
Webb.
TOM MOORE in a scene from "Mr. Barnes of New York," an adapted Archibald
Clavering comedy, popular several years ago. It is a new Goldwyn picture.
[ay 13, 1922
EXHIBITORS HERALD
73
The roundness and depth of the positive
image — its stereoscopic effect, depend
upon the gradation quality of the film — its
ability to reproduce a long scale of tones.
EASTMAN
POSITIVE FILM
Has this reproductive quality — and in
addition, uniformity, latitude in exposure
and exceptional fineness of grain. It
carries quality through to the screen.
Eastman Film, both regular and tinted base, is
identifiable throughout its entire length by the
words "Eastman" "Kodak" stenciled in the
film margin.
EASTMAN KODAK COMPANY
ROCHESTER, N. Y.
74
EXHIBITORS HERALD
May 13. 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
A "Joker" in the Tax Law
CONROE, TEX.— To the Editor: The
White and Myers Chautauqua are to
play my town May 5-10, inclusive, and
the tickets are $2.50, tax exempt. Now
this exempt tax is why I am writing you,
for information.
Through the Secretary of Commerce, I
learned that the Chautauqua and Cham-
ber of Commerce had agreed to give
charity all over a certain figure, thus ex-
empting the tax. However, the signers
of the bond have to buy $875 worth of
tickets to sell.
The Chautauqua lost money here last
year and the way times are, they will
lose again this year, and if Uncle Sam is
going to let a foreign element come in
and give to charity, I am wondering if
it would not be a wise move for all ex-
hibitors to make.
As I understand the matter, this is a
special clause added to the amusement
tax and if you would be so kind, I would
like this to be thrashed out in the col-
umns of the Herald. — Elbert I. Conroe,
manager, Conroe's Play House. Conroe,
Tex.
EDITOR'S NOTE — This matter has been taken
up with the Internal Revenue Department and its
ruling will appear in this column when received.
Radiophone Old Story
PORTAGE, WIS.— To the Editor: We
note in your April 29th issue, an article
in "Letters from Readers" written by
Richard Robertson of the Ascher Broth-
ers Amusement Enterprises stating that
they had on February 15, 1922, installed
in one of their theatres a radio receiving
set, being the first in United States as
far as they knew.
Relative to this, I will state that we
have now and have had for the past seven
years both a receiving and sending radio
set and for the past year have relayed
concerts, speeches, etc., broadcasted by
all the eastern stations into the auditor-
ium of our theatre using a Magnavox and
five steps of amplification, notwithstand-
ing that this town has but 5,500 inhab-
itants. So you will note that it is not
always the larger houses that get some-
thing first. — F. G. Ayers, Home theatre,
Portage, Wis.
The Trouble with Reformers
OVALO, TEX.— To the Editor: I
received the Box Office Record all O. K.
and will say I cannot find words to
express my thanks and appreciation for
it, as I find it and the Exhibitors Herald
a great help to me in selecting pictures
for our little theatre.
I have been very anxious to see the
producers make better and cleaner pic-
tures; but if all the ministers and church
people in the United States arc like they
are here in our little Texas town, I do
not sec for the life of me how they ever
expect to accomplish the work they have
undertaken of forcibly getting good pic-
tures on the market.'
I will tell you my little experience and
would like to know if other exhibitors
find the church people in their town the
Katherine MacDonald in a scene from "The
Infidel" (First National)
same way. I booked "The Servant in
the House" and "Inside of the Cup,"
which I knew were both good moral
pictures, in fact good enough for any
person to see. I talked to the minister
of the M. E. church here and told him
about the merit of the pictures and ex-
tended himself and family an invitation
to see these pictures free gratis.
His answer was that he did not feel
like he should come out as it would be
setting a bad example for the boys and
girls as there was so much prejudice
against the picture shows at this time.
He also said that he thought the mo-
tion picture had come to stay and that
some day, they would all be clean, but
until that day he did not feel like at-
tending.
Now it seems to me he is in wrong.
I think if the reformers want better
pictures, they should encourage the ex-
hibitor in booking them by coming out
to the show when he has a good picture.
It is wrong to punish a child for do-
ing wrong and then not to give it en-
couragement when it tries to do right.
So I think it is an injustice to harp on
bad pictures all the time and then not
patronize the good ones when they have
a chance.
When the church people take such a
stand as that it doesn't give the exhibitor
and producer much encouragement to
try to give them better pictures.
I have a few church people here who
are very loyal to our little theatre. When
I tell them I have a good picture on, they
take my word for it and always come
out as I never tell them a picture is good
unless I know it is. They realize their
boys and girls need some good enter-
tainment and they are trying to give it
to them by encouraging the exhibitor to
book good pictures, and I am of the
opinion that they are the class of church
people who will accomplish good in the
world of ours.
I never fail to donate my theatre to
the church and school when they need
it and I am just as anxious to do good
for the community as they are, but I
just can't sec this theatre question as this
minister does. — Mrs. Joe A. Wright, man-
ager, Lone Star theatre, Ovalo, Tex.
* * *
Cashier — This money is no good.
Customer— That's all right ; keep it. The
eggs weren't either. — Juggler.
FILM LAUGHS FROM
TOPICS TOE-
SELECTED BY
TIMELY FILMS INC.
"And what is an egg?" asked the teacher
who was testing his pupil's knowledge.
"An egg," said the boy, "is a chicken not
yet." — Edinburgh Scotsman.
* * *
Binks (to shopkeeper) — Have you got
any eggs that you can guarantee there are
no chickens in ?
Grocer (pausing for moment) — Yes, sir-
duck's eggs. — Pearson's Weekly.
* * *
Housewife — How do you tell bad eggs?
Grocer — I never spoke to one, but if I
did have anything to tell a bad egg I'd
break it gently ! — Sunshine Bulletin.
* * *
May — Our pet hen, Beatrice, laid two lit-
tle eggs yesterday.
Ray — That's nothing much. My dad's
goin' to lay a big corner stone tomorrow.—
"Topics of the Day" Films.
* * #
Diner — Waiter, there's a chicken in this
egg!
Waiter — Sh \ Not so lound — the proprie-
tor will hear yon and charge you extra
for fowl. — McKecsport Daily News.
* # ♦
Little Paul was visiting and when he
came down to breakfast for the first time
his hostess asked :
"Paul, how do' you like your eggs boiled?"
"Two at a time, please ma'am," was
Paul's response. — Daily American Tribune.
* * *
Waiter (solicitously) — Anything wrong.
sir?
Diner — Wrong ? I should say so. I asked
you to bring me a three-minute egg and
you've brought me a three-year one. — Bos-
ton Transcript.
Blocks of Paramount
Reissues to Be Known
As "Encore" Pictures
Hereafter Paramount will style its
block issues of previously published fea-
tures "Encore Week" and each individ-
ual engagement "Encore Engagement."
This was decided upon by S. R. Kent on
the suggestion of William Johnson, as-
sistant exploitation director of Southern
Enterprises. Inc., who tried it out suc-
cessfully at the Columbus, Ga., theatre.
"To "my mind," wrote Mr. Johnson.
" 'Revival Week' implies the idea that
something has been brought back to life,
which is' not true of these Paramount
productions. 'Encore' embodies the sig-
nificance of having been applauded back
— a demand by the audience for their
return."
Mr. Johnson added that the adoption
of the term "Encore Week" brought
splendid results at the Columbus the-
atre, and it is therefore being recom-
mended to all exhibitors playing the pic-
tures.
New R-C Picture Plays
Strand at Detroit, Mich.
"Beyond the Rainbow," the William
Christy Cabannc production which R-C
Pictures is distributing, has played both
the Strand theatre at Cincinnati, and
Phil Gleichman's Strand at Detroit. This
is said to be the first time the latter
house has played other than a Para-
mount picture in the past three years
\Jl ay 13, 1922 EXHIBITORS HERALD 75
4 'What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this de partment.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me." EXHIBITORS HERALD, 417 S. Dearborn St. Chicago.
Associated Exhibitors
Many the Poor Girl, with Mr. and Mrs.
arter DeHaven. — A really clever com-
dy. Many laughs and a well directed
hotoplay. Mr. and Mrs. Carter De-
laven are t'airly well liked here and they
rew very well. — Raymond G: Frankel,
impress theatre, Cincinnati, O. — Tran-
ent patronage.
Anne of Little Smoky, with a special
jst. — Excellent production. Wonderful
renery. Good photography, good story,
ood cast, well acted. Bound to please
large majority. Good drawing title. —
.rthur Richardson, Strand theatre,
chroon Lake, N. V. — General patronage.
The Devil, with George Arliss. — The
est piece of acting I ever ran and a high-
lass picture, L'ut failed to draw. Those
ho could appreciate the picture were
nthusiastic about it. — H. Daspit, Ather-
m theatre, Kentwood, La. — Xeighbor-
ood patronage.
Tropical Love, with Ruth Clifford. —
rood; Pleased those who saw it. But
ould not get them in. Lost money on
econd day and had bum business on
rst day. — William Thacher, Royal thea-
re, Salina, Kan.
The Road to London, with Bryant
v'ashburn. — This picture failed to draw
1 even our regular patrons. — Harold F.
\endi. Rivoli theatre, Defiance, O. —
eneral patronage.
First National
Smilin' Through, with Norma Tal-
ladge. — Excellent picture. Capacity au-
iences throughout the week. News-
aper criticism favorable. — William
j'obie, Empress theatre, Oklahoma City,
•kla. — General patronage.
Penrod, a Marshall Xeilan production.
-Pleased lots, young and old. Freckles
arry sure made the kids break the
;ats with this one. Played two days
> good business. — R. Xavary, Liberty
ieatre, Verona, Pa. — Neighborhood pat-
inage.
Shattered Idols, with a special cast. —
.'hile the picture is a good one, it is one
those stories that have lost their ap-
;al to our modern public. — J. Carbonell,
tonroe theatre. Key West, Fla. — Xeigh-
3rhood patronage.
The Rosary, with a special cast. — A
"eat picture and one that pleased all
^nominations. The title drew well. —
oil & Xolan. Crystal theatre, Scribner,
eb. — Neighborhood patronage.
My Lady Friends, with Mr. and Mrs.
arter DeHaven. — This picture belongs
the lemon class. Xo story, no plot,
3thing in it. Someone asked me why-
did not ask him for the money without
)ing in the show and wasting all that
-ne. He was right. — R. Xavary, Lib-
ty theatre, Verona, Pa. — Xeighborhood
itronage.
Star Dust, with Hope Hampton— One
of the best pictures we have ever had in
our house. Did capacity business two
days. Think Hope Hampton will soon
be recognized as one of America's three
foremost stars. Will repeat this picture
later. — Leo. F. Keiler, Arcade theatre,
Paducah, Ky. — General patronage.
IN OLD KENTUCKY, with
Anita Stewart. — An old one, but
it brought the old time business,
too. Used jockey and race horse
on first day for ballyhoo and
cleaned up enough "jack" to attend
the M. P. T. O. A. convention.
And everyone so well pleased that
the second night"s business gave
me visions of the Washington
meeting. But after thinking it over
have decided to pay off some of
the expenses incurred by operating
every night this winter. Try this
one and get the money. It will put
new life in your patrons. — J. F.
Rees, Regal theatre, Wellsville,
Mo.
My Boy, with Jackie Coogan. — Very
enjoyable picture, which drew laughter
and tears from a better than average at-
tendance.— E. L. Franck, Oasis theatre,
Ajo, Ariz. — Neighborhood patronage.
The Barnstormer, with Charles Ray. —
I did not see this, but my patrons surely
did roast this one. It must be the poorest
thing Ray has ever done. Ray can't
direct and act too, successfully. — Ray-
mond Gear, Mayflower theatre, Florence,
Kan. — General patronage.
Penrod, a Marshall Xeilan production.
- — A scream. Was enjoyed by all. Ran
three days to big business. Don't miss
it. — W. G. Sturdivant. Hoyburn theatre,
Evanston, 111. — Xeighborhood patronage.
Scrap Iron, with Charles Ray. — Pleased
all and gave universal satisfaction. —
Warning ! !
Keep It in
| Trie Vault |
I We received "The Box Of- j
1 fice Record" alright and a good ■
B film salesman carried it off, so 3
■ we did not get very much good p
1 of it. We presume you will B
H send us another when the next H
1 issue is off the press.
Very truly yours,
H. W. ROBERTSON,
Strand theatre, 1
Covington, Va. B
^^onmmiffiBiinnmBndrauminiraRmii^infleiwiramiaanaicjiuiuiiMmrariir I
Anton Janata. Royal theatre, Howells,
Xeb. — Xeighborhood patronage.
Star Dust, with Hope Hampton. — Fine
picture that builds from the beginning
and sustains interest. Some pretty far
fetched spots, where the husband throws
the wife to the floor, etc. However, the
most of the production was up to stand-
ard.— William X'oble, Empress theatre,
Oklahoma City, Okla. — General patron-
age.
The Rosary, with a special cast. — A
very clever and strong emotional picture.
One that will appeal to all classes. Went
good here. — J. Carbonell, Monroe theatre:
Key West, Fla. — Xeighborhood patron-
age.
Playthings of Destiny, with Anita
Stewart. — Good picture and pleased a
full house. Miss Stewart brings them in
every time. — Peter Krauth, Opera House,
Denison, la. — Xeighborhood patronage.
My Boy, with Jackie Coogan. — A very-
satisfactory picture. — Giacoma Bros.,
Crystal theatre, Tombstone, Ariz. — Gen-
eral patronage.
Man — Woman — Marriage, an Allen
Holubar production. — A tirst-class pro-
duction. Put this over under church so-
ciety auspices and it went big and pleased
100 per cent. The kind that does your
house good. — E. J. O'Xeill, Broadway-
theatre, St. George, N. B., Canada. —
Small town patronage.
Mother o' Mine, a Thomas H. Ince
production. — Wonderful picture for a
small town. A real heart interest story.
Drew fine. — R. J. Smith, Palm theatre,
Lindsay, Xeb. — Xeighborhood patronage.
The Wonderful Thing, with Norma
Talmadge. — It is one of Miss Talmadge's
best. Pleased 100 per cent. Some pa-
trons said that they had not seen this
star in such a good picture for a long
time. Go after it strong. It will bring
the crowd, and will please them also. — R.
Navary, Liberty theatre, Verona, Pa. —
Neighborhood patronage.
The Old Swimmin' Hole, with Charles
Ray. — Xot up to the Ray standard. Pa-
trons thought it too silly. Too much
sameness throughout. — A. M. Barton,
Playhouse, Ticonderoga, X. V. — Xeigh-
borhood patronage.
The Rosary, with a special cast. — A
very nice evening's entertainment and
pleased 100 per cent. Played two days
to good business. Made a tie-up with
a local school program. — Herbert Engel-
berecht. Mars theatre, Snyder, Neb. —
Neighborhood patronage.
Tol'able David, with Richard Barthel-
mess. — A good one for any audience. A
stirring play, full of action, and pleasing
to both old and young. — William Noble,
Rialto theatre, Oklahoma City, Okla. —
General patronage.
Bob Hampton of Placer, a Marshall
Neilan production. — Book this and get
behind it. It will please immensely. Just
76
EXHIBITORS HERALD
May 13, 1922
VERA GORDON and Dore Davidson in "The Good Provider," which Famous
Players-Lasky presents. It is a Cosmopolitan production adapted from Fannie
Hurst's story. .
get them in and this picture will do the
rest. — E. J. O'Neill, Broadway theatre,
St. George, N. B., Canada. — Small town
patronage.
Sowing the Wind, with Anita Stewart.
— A splendid picture but Myrtle Sted-
man is easily the star through her part
of the play. Her acting is simply won-
derful.— Gustine & Roush, Princess thea-
tre, Lewistown, 111. — Neighborhood pat-
ronage.
The Woman Gives, with Norma Tal-
madge. — This picture failed to draw.
Cannot rate it very high. Not many were
disappointed. Just managed to break
even. — Chancellor Bros., Dreamland thea-
tre, Arcanum, O. — Neighborhood patron-
age.
The Broken Doll, an Allan Dwan pro-
duction.— One of the best features I have
ever run. Public told me so. Especially
suited for small towns. Drew good. —
Chas. Nepodal, Maryland theatre, Omaha.
Neb. — Neighborhood patronage.
Nomads of the North, with a special
cast. — An entertaining picture of the
North, but we believe the Western type
of picture goes better here. The dog
and bear stunts helped to put it over. —
Chancellor Bros., Dreamland theatre,
Arcanum, O. — Neighborhood patronage.
The Kid, with Charles Chaplin. — Lost
money with this on account of very bad
weather, but the picture made the biggest
hit of any comedy 1 ever played. Little
Jackie Coogan is a born actor. — H. Das-
pit, Athcrton theatre, Kcntwood, La. —
Neighborhood patronage.
Twin Beds, with Mr. and Mrs. De-
Haven. — It's all right. Don't let the title
fool you. There isn't a thing wrong with
it. Small crowd due to bad weather. —
G. F. Rcdiske, Star theatre, Ryegate,
Montana. — Small town patronage.
Harriet and the Piper, with Anita Stew-
art.— She always draws good here. Set-
tings fine. Picture well liked by all who
saw it. Gets a good Saturday or Sunday
afternoon house. — Star theatre, Crofton,
Neb.
The Girl in the Taxi, with Mr. and
\Irs. Carter DcHaven. — Good. A pleas-
ing comedy. Gave general satisfaction.
— William Noble, Empress theatre, Okla-
homa City, Okla. — General patronage.
The Turning Point, with Katherine
MacDonald. — Just an average program
picture, nothing to rave over nor kick
against. Comments were fifty-fifty. — A.
M. Barton, Playhouse, Ticonderoga, N.
Y. — Neighborhood patronage.
The Yellow Typhoon, with Anita Stew-
art.— An old picture but what's the dif-
ference if your people have never seen it?
It seemed like we had more good com-
ments on this one than on any we ever
had. Can say it will please most all of
your patrons. Had this one for our
Firemen's Benefit show, and they worked
up a big business. — Chancellor Bros.,
Dreamland theatre, Arcanum, O. — Neigh-
borhood patronage.
Nomads of the North, with a special
cast. — An A-l picture and one that
pleased everyone. Drew good. — S. N.
Andress, Royal theatre, Ponca City, Neb.
— Neighborhood patronage.
Tempered Steel, with Madame Petrova.
— Ran this as an emergency. Rather
tiresome society picture. Don't book it.
— Philip Rand, Rex theatre, Salmon,
Idaho.
Trust Your Wife, with Katherine Mac-
Donald. — Did not please. Miss MacDon-
ald has no pulling power for me. Not a
picture for the small town exhibitors. —
Peter Krauth, Opera House, Denison, la.
— Neighborhood patronage.
The Child Thou Gavest Me, with a
special cast. — Excellent. Picture very
pleasing and enjoyed fine business. —
William Noble, New Folly theatre, Okla-
homa City, Okla. — General patronage.
My Boy, with Jackie Coogan. — Just a
good pleasing picture. Satisfied my pa-
trons. Played three days to fair business.
—Auditorium theatre, Norfolk, Neb. —
Neighborhood patronage.
Dinty, a Marshall Neilan production. —
This comment is intended for the few
exhibitors who haven't yet played Dinty.
We can strongly recommend this one to
draw good and then please them. Used
the regular advertising and trailer. Ad-
mission 15 and 28 cents. — Chancellor
Bros., Dreamland theatre. Arcanum, 0.
— Neighborhood patronage.
Fox
Pardon My Nerve, with Charles Jones.
— A good western and will please all lov-
ers of the outdoor stuff. — Gustine &
Roush, Princess theatre, Lewistown, 111.
— Neighborhood patronage.
Up and Going, with Tom Mix.— Not
the usual Tom Mix picture, but pleased
just the same. Star draws well here. —
A. M. Barton, Playhouse, Ticonderoga,
N. Y. — Neighborhood patronage.
Perjury, with William Farnuni. — A pic-
ture with a moral. One that should be
played in every small town. Patrons
pleased 100 per cent. Play this one and
clean up. — Mrs. Mary Rolfe, Royal thea-
tre, Wisner, Neb. — Neighborhood patron-
age.
SINGING RIVER, with Wil-
liam Russell. — A dandy comedy-
drama. Come on, you hard-boiled
managers, if you want a real laugh
and to give your patrons one, just
watch the old white horse in this
one. Also its driver. Book it. Put
this in heavy print, please. — J. W.
Baird, Crystal theatre, Pattons-
burg, Mo.
Sky High, with Tom Mix. — Excellent
One of the best pictures ever shown.
Scenery beautiful. Photography flaw-
less. Satisfactory from every angle and
pleased them all, which is quite some
stunt. — William Noble, Rialto theatre,
Oklahoma City, Okla. — General patron-
age.
Iron to Gold, with Dustin Farnum.—
Good, but not as strong as the people
expect from the big favorite. — J. Car-
bonell, Monroe theatre, Key West, Fla.—
Neighborhood patronage.
Up and Going, with Tom Mix. — Mix
is losing his drawing power. Chasing the
Moon and this one not up to Mix's stand-
ard.— E. E. Garley, Crystal theatre,
Wayne, Neb. — Neighborhood patronage.
A Stage Romance, with William Far-
num.— Did not please 50 per cent. Cos-
tume plays do not please my audience.
Acting is good, especially star, but too
heavy for small towns. — E. J. O'Neill,
Broadway theatre, St. George, N. B..
Canada. — Small town patronage.
Shame, with a special cast. — A poor
title, but a fair picture. Much too long.
At least 2,000 feet could be eliminated
without hurting it. — Raymond Gear, May-
flower theatre, Florence, Kan. — General
patronage.
Iron to Gold, with Dustin Farnum. — A
good five-reel program picture. Still, not
the picture that The Primal Law was.—
Olcn Reynolds, Pearl theatre, Hymera,
Ind. — Small town patronage.
Riding with Death, with Charles Joncs^
— Star draws well here, but followers of
Jones were disappointed in this one.
Action was at a standstill until last 100
feet. — A. M. Barton, Playhouse, Ticon-
deroga, N. Y. — Neighborhood patronage.
The Big Town Round Up, with Tom
Mix. — A relief from the wild and woolly
western stuff, and pleases the western fans
just as much as the rough stuff. — H.
Daspit, Athcrton theatre, Kentwood, La.
— Neighborhood patronage.
Chasing the Moon, with Tom Mix —
An excellent picture that took well and
pleased large audiences. — William Noble.
Rialto theatre, Oklahoma City, Okla —
General patronage.
Thunderclap, with a special cast — Our
third Fox special, and a good one for any
theatre, city or town. — Olen Reynolds.
Pearl theatre, Ilymera, Ind.— Small town
patronage.
The Broadway Peacock, with Pearl
[ay 13, 1922
EXHIBITORS HERALD
\hite. — A picture of high life. Did not
lease. — Peter Krauth, Opera House,
•enison, la. — Neighborhood patronage.
Ever Since Eve, with Shirley Mason. —
cry pleasing picture. Shirley always
takes my patrons go out satisfied.— R.
avary, Liberty theatre. Verona, Pa. —
eighborhood patronage.
The Primal Law, with Dustin Farnum.
■A very good picture and was well re-
ived. Fine crowd. — Mrs. H. O. Peter-
)n, Grand theatre, Genoa, Neb. — Xeigh-
jrhood patronage.
Tiger's Cub, with Pearl White. — I was
clined to be afraid of this from remarks
ade through these columns, but cannot
e why it should be particularly knocked,
ranted that it is not a pink tea affair,
it when ordering an Alaskan picture one
lould expect to see it roughed up a bit.
ood for Saturday night, at least in our
wn. — Philip Rand, Rex theatre, Salmon,
laho.
A Virgin Paradise, with Pearl White.
A knockout for sure. The talk of the
vvn. All the action of a serial and a
al good story. This will make money
r you. — E. J. O'Neill, Broadway thea-
e. St. George, N. B., Canada. — Small
wn patronage.
Chasing the Moon, with Tom Mix. —
ent over big to the best Saturday busi-
es in a long time. Did not think much
story myself, but we should worry. —
■ter Krauth, Opera House, Denison,
. — Neighborhood patronage.
The Primal Law, with Dustin Farnum.
Wonderful production with good draw-
g power. — Princess theatre, Roxboro,
C. — Neighborhood patronage.
Singing River, with William Russell.—
good program picture. — Adolph Kohn,
istime theatre, Granville, N. Y. — Small
wn patronage.
A Rough Diamond, with Tom Mix. —
eased everyone and is one of the few
at gives 100 per cent satisfaction. — A.
Ulme, Orpheum theatre, Randolph,
?b. — Neighborhood patronage.
A Virgin Paradise, with Pearl White.
Good enough, though it turned out like
serial towards the end. A good fight
the last.— Olen Reynolds. Pearl thea-
i, Hymera, Ind. — Small town patron-
:e.
Over the Hill, with a special cast. —
ayed picture for two days, and held
em out. This is a wonderful produc-
>n. Pleased 100 per cent— J. J. Renchy,
rnheum theatre, Bridgeport, Conn. —
-ighborhood patronage.
Hands Off, with Tom Mix. — A real
estern and one that should please all.
ew good.— Will E. Ulach, Wil-Alto
;atre, Dodge, Neb. — Neighborhood pat-
nage.
Goldwyn
The Wall Flower, with Colleen Moore.
Colleen is a mighty good actress, but
• hate to see her have to look so
thetically homely. It pleased Saturdav
;ht audience. — Gustine & Roush, Prin-
ts theatre, Lewistown, 111. — Neighbor-
ed patronage.
Beating the Game, with Tom Moore.—
•m Moore a favorite and this picture
l ased better than usual.— G. W. Yeaton.
.<a theatre. Exeter, N. H.— Neighbor-
ed patronage.
^n Unwilling Hero, with Will Rogers,
-jood picture. My patrons like com-
' -drama. I played a two-reel Snookv
diedy with this at 10-25 cents admis'-
" n- — P; G. Held, Sterling theatre. Fair-
'•nt, Neb. — Neighborhood patronage.
The Song of the Soul, with Vivian
Martin. — Fine dog. Fine baby. Good
alligator. Otherwise not much. Hero
has fearful scar on his face which dis-
gusts patrons. All Goldwyn pictures have
fine photography, but some of them have
nothing else. — Johnson Brothers. John-
sonian theatre, Ripley, N. V.— Small
town patronage.
THE OLD NEST, with a
special cast. — Capacity business
Easter Sunday and Monday. One
of the finest pictures ever made.
Play it MOTHERS' DAY, May
14th. — F. E. Sabin, Majestic the-
atre, Eureka, Mont.
The Night Rose, with a special cast. —
Lon Chaney puts the picture over fairly
well, but the story is weak. Our audi-
ence didn't seem very enthusiastic about
it. — Gustine & Roush. Princess theatre.
Lewistown, 111. — Neighborhood patron-
age.
The Penalty, with Lon Chaney. — One
of the best crook stories ever written.
The picture is well acted. Not a detail
left out. Any theatre that has not shown
this should get busy. Don't use the one
or three sheets. They are rotten. L'se
photos and the six. — M. Oppenheimer.
Empire theatre, New Orleans, La. —
Transient patronage.
His Own Law, with Hobart Bosworth.
— Good picture. Pleased 95 per cent. I
had a two-reel Mermaid comedy called
April Fool to go with this. That made
it a 100 per cent program to a full house.
—P. G. Held. Sterling theatre, Fairmont,
Neb. — Neighborhood patronage.
Officer 666, with Tom Moore. — Excel-
lent program picture. Gave universal
satisfaction. — W. J. Powell, Lonet theatre.
Wellington, Ohio. — Small town patron-
age.
The Branding Iron, with a special cast.
— A corking good picture, but did not
make a hit here. — Giacoma Bros., Crystal
theatre. Tombstone, Ariz.— General pat-
ronage.
The North Wind's Malice, with a spe-
cial cast. — A very good seven-reel North-
ern play. Good cast and photography.
— Olen Reynolds, Pearl theatre, Hymera.
Ind.— Small town patronage.
Dangerous Curve Ahead, with a special
cast. — It pleased my patrons at increased
admission. — G. W. Yeaton, Ioka theatre.
Exeter, N. H. — Neighborhood patronage.
The Street Called Straight, with a spe-
cial cast. — We thought this very good.
Some did not like the religious theme,
but it would be better if there were more
like it. A very clean, entertaining one.
— A. C. Betts, Powers theatre, Red Creek,
N. Y. — Neighborhood patronage.
The Old Nest, with a special cast. —
Drew the biggest business I have had in
a year. The older people were immensely
pleased with it, but very few of the
younger set went wild over it. — H. Das-
pit, Atherton theatre, Kentwood, La. —
Neighborhood patronage.
Madame X, with Pauline Frederick. —
It may seem as if we are late in playing
this special, but let me assure you that
this drama will never be too old to play.
It will appeal for all times and to all
people with the same universality of in-
terest as a Shakespearean drama. In
fact it approaches nearer in technique to
the wonderful plays of the great poet
than any that I remember of ever see-
ing. It is a masterpiece in dramatic con-
struction. The acting is incomparable
and the interest is sustained to an exceed-
ingly unusual duration. If by chance you
have not played this. let it be your big
dramatic event of the season; and be
— — ' X .
A\CHlCAG° EVENIN° AM£R1CAN MONDAY. Ar/Rll_ 24, 1922. "\
%1LM NEWS AND REVIEW&fF'
The Sheik's Wife' a Worthy
Successor to 'The Sheik'
BY ROB REEL.
Perhaps I shotild not say "sue-
cesspr." since I stand in danger of
being: misunderstood. "The Sheik's
Wife" is not an American play. It la
n French production with a majority
of English stars, and scenes taken
in Arabia. There are. few interiors
compared to the vast number of des-
ert scenes — the latter. I .believe to
an English beauty. They leave the
half E.-.tish town behind them and
face the desert: EsteHe happy In the
paradise of Innocence to which 6he
isl relegated. She cannot know that
she is barred forever from the soci
ety of her own people: or that she
shall never speak again to a 'white
man unless she breaks a holy desert
law.
In time, a child is born: and she
be the loveliest and most striking 1 1 believes without effort that her hus
have .ever seen
This* story begins as it should— at
he beginning: that is. at the mar
g»of the Sheik to Estelle Gray
band will keep his oath to her: not
to take another wife so long as he
' uld live.
But she counts without the law of
/the Arabians. -The old Sheik admon-
] ishes his sen to. take a second wife.
Este'.Ie's husband objects, but — there
is the holy law:
Strife sets in. Purposes cross and
recross. The* Occident wars with the
Orienf in t!;e Sheik's household: and
each misunderstands the other.
It seems that fiction and the
drama must get around to the Orient
every .half dozen years'. or so. Just
as there are fads for Alaskan plays,
or Australian ones, or tales of desert
! Oancls. It. is well for us that this is
irue. Variety In" the spice of life.
-.0 doubt — particularly of the life of
the imagination, which roust feed to
a great extent upon Itself. That mod-
em .fiction should have chosen to
make the Arabian Sheik the husband
of an English beauty — why. then the
touch of variety has been imparted
and the wbrld is glad there are
She;ks who can wed English girls
Briefly. -"The Sheik's Wife" Is
icture of sense, of romance, of,
rring contrast, and real meanin
^The production is being shown t'
the Randolph.
3W
C3£/
cor*"
Of f{
0M ;
POjj
B
th<?
>
. *
i*
t
I
*.
— X
4
so: E
to 4
E
78
EXHIBITORS HERALD
May 13, 1922
MABEL BALLIN, at the right, in a scene from "Other Women's Clothes," her
latest starring vehicle, being distributed as a Hodkinson-Ballin production.
sure to secure real musicians. It took
here with all classes at advanced prices. —
Philip Rand, Rex theatre, Salmon, Idaho.
Hodkinson
French Heels, with Irene Castle. — A
picture which seems to have all essential
elements of a fine piece of entertainment.
Average attendance but pleased everyone.
The story is very good, and holds the in-
terest to the end. Miss Castle is sup-
ported by a very good cast. — Harold F.
Wendt. Rivoli theatre, Defiance, O. —
General patronage.
Fifty Candles, with Marjorie Daw. —
Very good picture of the melodrama type.
Star very pleasing. Patrons well satis-
fied. Hodkinson paper and photographs
show up well. Business very good. — A.
S. Kelsted, Rialto theatre, Hood River,
Oregon. — Neighborhood patronage.
THE SPENDERS, with a
special cast. — We booked this on
the strength of the favorable com-
ments in this department and it
certainly was O. K. Many com-
ments. Story entertaining with
good comedy touches. Six reels.
Admission 10 and 22 cents. — Chan-
cellor Bros., Dreamland theatre,
Arcanum, O.
Cameron of the Royal Mounted, with
a special cast. — Good picture and good
business prevailing. — William Noble,
New Folly theatre, Oklahoma City,
Okla. — General patronage.
The Light in the Clearing, with a spe-
cial cast. — A good program picture and
pleased everyone. A picture with real
heart interest. — E. R. Makousky, Opera
House, Clarkson, Neb. — Neighborhood
patronage.
Lavender and Old Lace, with a special
cast. — Went good with me. Probably
would not go where they want "eat 'em
alive" stuff. — G. W. Yeaton, Ioka theatre.
Exeter, N. H. — Neighborhood patronage.
Lavender and Old Lace, with a special
cast. — While I didn't get my regulars on
this, I did get people who rarely ever
come, and played to a little better than
usual Tuesday house. It follows the
book and pleased immensely. — A. N.
Miles, Eminence theatre, Eminence, Ky.
— General patronage.
At the Sign of the Jack o' Lantern,
with a special cast. — Just a program pic-
ture, but one which will satisfy if you
can get them in. — Harold F. Wendt,
Rivoli theatre, Defiance, O. — General pat-
ronage.
Keeping Up with Lizzie, with a spe-
cial cast. — A very good comedy-drama
and patrons were well pleased. Some-
thing different. — M. L. Radur, Auditorium
theatre, West Point, Neb. — Neighborhood
patronage.
The Man of the Forest, with a special
cast. — Every once in a while a film com-
pany appoints a square shooter as man-
ager. The Hodkinson manager at Seattle
knows how to help an exhibitor make
money. I was advised to play this Zane
Grev up big and by taking the tip I
realized a fair profit. Very good pic-
ture. Patrons well pleased. — A. S. Kel-
sted, Rialto theatre, Hood River, Ore-
gon.— Neighborhood patronage.
Partners of the Tide, an Irvin Willatt
production. — Didn't draw. We simply
have to have a well-known book or star,
else our folks will not come out. This is
a goo'd melodrama. — A. N. Miles, Emi-
nence theatre, Eminence, Ky. — General
patronage.
The Man of the Forest, with a special
cast. — Nothing wonderful but they all like
Zane Grey's pictures, and Hodkinson is
giving us some good pictures. — G. W.
Yeaton, Ioka theatre, Exeter, N. H. —
Neighborhood patronage.
Keeping Up with Lizzie, with Enid
Bennett. — A weak feature comedy both
from the standpoint of the box office and
as an audience picture. — Harold F.
PERSONAL opinion is not
a 1 w ays identical with
public opinion. The former is
always interesting; but the
latter, as voiced by the box
office, determines the business
value of a motion picture. In-
clusion of this information in
reports to this department is
responsible for the unques-
tioned authority of "The Box
( )ffice Record."
W endt, Rivoli theatre. Defiance, 0.—
General patronage.
Cameron of the Royal Mounted and
The Face of the World, with special casts.
— Played these in each of our theatres
and I take pleasure in advising every ex-
hibitor who is looking for real box office
attractions to play these features at once.
Not only doing a big business but our
patrons went out talking about the won-
derful pictures. — Sam Sax, New Grand
and Princess theatres, Portland, Ore.
The Westerners, with a special cast-
Good western picture to average busi-
ness.— A. N- Miles, Eminence theatre
Eminence, Ky— General patronage.
The Man of the Forest, with a specia
cast. — A very good Zane Grey productioi
with an excellent cast. Don't pass th!.-
one by. Ran The Vagrant, with Lloyc
Hamilton, with it, which make a corking
good eight-reel show. Drew well at 1!
and 28 cents. — Chancellor Bros., Dream
land theatre, Arcanum, O. — Neighbor-
hood patronage.
The Green Flame, with J. Warren Ker
rigan. — -Five children and forty-ont
adults. I guess no one cares to see J
Warren Kerrigan here. It is a gooc
detective story, well put on, and when
the star is known and liked it will g<
all right. — A. N. Miles, Eminence theatre
Eminence, Ky. — General patronage.
East Lynne, a Hugo Ballin production
— This picture drew good. Most of thi
comments were, "It was good, but sad.'
Drew the odds and ends that had reai
the book, which was in addition to th'
regulars. Ten and 2?- cents admission
— Chancellor Bros., Dreamland theatre
Arcanum, O. — Neighborhood patronage
Metro
The Right That Failed, with Bert Ly
tell. — Another Lytell that went by good
— G. W. Yeaton, Ioka theatre, Exetei
N. H. — Neighborhood patronage.
Kisses, with Alice Lake. — A good, clea:
comedy. Went over very well. — Giacom
Bros., Crystal theatre, Tombstone, Arii
— General patronage.
Little Eva Ascends, with Garet
Hughes. — Lots of good stuff in this. Th
"Tom" show scenes will amuse all— Gus
tine & Roush, Princess theatre, Lewistot
111. — Neighborhood patronage.
Garments of Truth, with Garet
Hughes. — Good picture. Pleased all 10
per cent. Drew very good. — Walden (
Sons, Velda theatre. Lynch, Neb.— Xeigf
borhood patronage.
The Fourteenth Lover, with Viol
Dana. — This is a good one.— G. W
Yeaton, Ioka theatre. Exeter. X. H.-
Neighborhood patronage.
The Great Redeemer, with a speci;
cast. — Good program picture but not a
Kood as the producers claim.— Johnso
Brothers, Johnsonian theatre, Ripley, f
Y. — Small town patronage.
The Hunch, with Gareth Hughes.—,
nice little program picture— Raymon
Gear, Mayflower theatre, Florence, Kai
— General patronage.
Body and Soul, with Alice Lake.-
Excellent picture which not only brougl
good business but attracted widesprea
interest and drew highly favorable con
mcnt. Successfully comhattcd fall-off <
Lent.— William Noble, Criterion theatr
Oklahoma City, Okla.— General patroi
age.
Burning Daylight, with Mitchell Lewi
— A very good picture. It holds the »
terest and gave satisfaction to our Sa
urday evening patrons. — Peter Kraut
lay 13. 1922
EXHIBITORS HERALD
79
•pera House, Denison, la. — Neighbor-
ed patronage.
The Great Redeemer, with a special
ist. — A great audience picture and one
lat drew good. — F. J. O'Hara, Corn-
unity theatre, Elgin, Neb. — Neighbor-
ed patronage.
The Four Horsemen, with a special
iSt. — Some picture. Good business for
ree days. — Thos. Crawford, Strand
eatre, Criswold, la. — Neighborhood pat-
:iage.
Paramount
Forever, with Wallace Reid and Elsie
•rguson. — A very artistic production. A
ally beautiful picture. Entire cast ex-
llent. My audiences enjoyed it greatly,
litable only for high-class patronage. —
". G. Sturdivant, Hoyburn theatre,
vanston. 111. — Neighborhood patronage.
Bought and Paid For, a William De-
ille production. — Excellent picture. An
^borate De Mille picture well worth
eing. Excellent attendance at every
owing during the week. — William
oble, Capitol theatre Oklahoma City,
kla. — General patronage.
Her Husband's Trademark, with Gloria
vanson. — Gloria is much liked here and
ways goes big. but the scenario was
ry weak at times. — J. Carbonell, Mon-
e theatre, Key West, Fla. — Neighbor-
ed patronage.
Get-Rich-Quick Wallingford, a Cosmo-
■litan production. — Very nice picture
d did a good business. — R. D. Wall
all theatre. Fremont, Neb. — Transient
tronage.
The Great Moment, with Gloria Swan-
n. — Played to good house. Did not
gister a single kick. Gloria is simply
perb. Book it and advertise strong.
;tter than lots of so-called specials. —
'. G. Duskin, Opera House, Greensboro,
a. — Neighborhood patronage.
Fbrever, with Wallace Reid and Elsie
rrguson. — Well staged production but
irs are miscast. Plot good. Pleased
• amusing bit from "My Wild Irish
3ose," a Vitagraph special soon to be
ssued.
about 60 per cent of our patrons. Very
good attendance. — E. W. Werner, War-
wick theatre, Kansas City, Mo. — Neigh-
borhood patronage.
The Green Temptation, with Betty
Compson. — Excellent picture, which made
a wide appeal through its title. Was
well exploited and drew good houses all
week. Seemed to strike a popular chord,
and gained strength every day. — William
Noble, Capitol tneatre, Oklahoma City,
Okla. — General patronage.
Don't Tell Everything, with a special
cast. — 1 guess that we expected too much
from this one, as it failed to register as
we thought it would. Good average pic-
ture but not a super-special and does not
warrant any increase in admission prices.
— W. C. Allen, Casino theatre, Antwerp,
N. Y. — Neighborhood patronage.
The Great Impersonation, with a spe-
cial cast. — Here is a real story with great
acting by James Kirkwood. Will go big
in any theatre. Don't pass this up. It's
the kind they want. — E. J. O'Neill,
Broadway theatre, St. George, N. B.,
Canada. — Small town patronage.
Love's Boomerang, with a special cast.
— An average business with this one for
a week's run, despite unusually strong
competition. — Samuel Harding, Doric
theatre, Kansas City, Mo. — Transient pat-
ronage.
The Idol of the North, with Dorothy
Dalton. — If we knew that we had to play
any more like this one we would close
up tomorrow. There is not one redeem-
ing feature in this picture. If you haven't
booked it, then don't. — W. G. Duskin.
Opera House, Greensboro, Ala. — Neigh-
borhood patronage.
The Cradle of Courage, with William
S. Hart. — Best Hart we have shown. —
Johnson Brothers, Johnsonian theatre,
Ripley, N. Y. — Small town patronage.
The Right to Love, with Mae Murray.
— We consider this a good bet for most
any show unless you cater to roughnecks.
We did a small business on it, but
weather conditions were against us and
not the picture. Play it.— M. D. Foster,
Gem theatre, Williamsburg, Kan.
Three Word Brand, with William S.
Hart. — Good picture for week end. Star
and story both good. — E. J. O'Neill,
Broadway theatre, St. George, N. B.,
Canada. — Small town patronage.
The Great Moment, with Gloria Swan-
son. — Wonderful production from all
angles. Pleased a splendid business at
regular admission prices of 10 and 20
cents. — William Noble, Broadway thea-
tre, Oklahoma City, Okla. — General pat-
ronage.
Civilian Clothes, with Thomas Meighan.
— Fine picture. Tom has always been
good for us. Our first Paramount with
rilm in poor condition. — Johnson Broth-
ers, Johnsonian theatre, Ripley, N. Y. —
Small town patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — This is a good picture
and every exhibitor should book it.
Pleased 100 per cent. Ran it two days to
standing room only. — J. J. Renchy,
Orpheum theatre, Bridgeport, Conn. —
Neighborhood patronage.
The Inside of the Cup, a Cosmopolitan
production. — This picture the talk of the
town. Second night's crowd the biggest
in the history of the house for two-day
showing. Never received so many com-
pliments on any picture. It's a real pleas-
ure to be an exhibitor when such a pro-
duction as this one can be shown. — W.
J. Powell, Lonet theatre, Wellington,
Ohio. — Small town patronage.
O'Malley of the Mounted, with 'Wil-
liam S. Hart.— Very good. Pleased 100
pDiiiiiin
| You Won't |
Need to Do J
| Without It 1
I I was wondering what I jf
jj would do without "The Box 1
jj Office Record."
1 It is without question the 1
§ exhibitor's best friend. I have 1
| used mine so often that it be- J
jj gins to look as if it had been g
1 in service for years.
Will you kindly put my jj
1 name down for a copy of the 1
! next issue and bill me for it 1
1 any time?
| Again thanking you, I am, 1
Very truly yours,
G. A. REA,
Forum theatre, Jj
Hillsboro, O. 1
Biuiiiiiiiiiiiiiuiiiiiiiiiiiiw
per cent. People do not turn out as they
should for a good picture. — A. C. Betts.
Powers theatre. Red Creek, N. Y. — ■
Neighborhood patronage.
The Call of the North, with Jack Holt.
— Star and storv good. Scenery beauti-
ful. Book it. "it's there.— E. J. O'Neill,
Broadway theatre, St. George, N. B.,
Canada. — Small town patronage.
Behold My Wife, with a special cast.
— It's a Paramount. That's all. — Gia-
coma Bros., Crystal theatre, Tombstone,
Ariz. — General patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Did a great business on
this one for two nights, and it is some
picture. — E. M. Record, Auditorium
theatre. Osmond, Neb. — Neighborhood
patronage.
Conrad in Quest of His Youth, with
Thomas Meighan. — People divided on
this one. Pleased probably 60 per cent.
Some got disgusted and walked out on
it. Too mushy in places. Might go all
right in a high-class society audience, but
not in a small town. — M. D. Foster, Gem
theatre, Williamsburg, Kan. — General
patronage.
The Little Minister, with Betty Comp-
son.— This beautiful woman never ap-
peared to better advantage. An excellent
picture. Evervone good. — W. G. Sturdi-
vant. Hoyburn theatre, Evanston, 111. —
Neighborhood patronage.
The Inside of the Cup, a Cosmopolitan
production. — The best picture I ever
showed, and I have been in the business
years. Drew good. — L. A. Furniss, Audi-
torium theatre, Tilden, Neb. — Neighbor-
hood patronage.
Experience, with Richard Barthelmess.
- — Truly a very remarkable production.
The photography, cast and direction are
excellent. The majority of a fair sized
crowd enjoyed the picture very much. —
L. R. Moore, Roma theatre, Columbus
Grove. O. — Small town patronage.
Why Smith Left Home, with Bryant
Washburn. — A dandy comedy. This
keeps them laughing all the time. I
played a two-reel Chester comedy with
this, making a real program. — P. G. Held,
Sterling theatre. Fairmont, Neb. — Neigh-
borhood patronage.
The False Road, with Enid Bennett.—
80
EXHIBITORS HERALD
May 13, 1922
Fair enough. Shows its age. I'm sure
thankful block 3 is nearly at an end.
Never again will I buy 100 or thereabout
pictures at one shot. — F. E. Sabin, Ma-
jestic theatre, Eureka, Mont. — Neighbor-
hood patronage.
A Romantic Adventuress, with Dorothy
Dalton. — Not much to it. Pleased some,
but majority pronounced it about the
poorest Dalton picture we have had.
Good, clean picture but lacks interest. —
M. D. Foster, Gem theatre, Williams-
burg, Kans. — General patronage.
Rebecca of Sunny Brook Farm, with
Mary Pickford. — This picture is a little
old, out that will make no difference. Will
stand a nickel raise. Play it to your
school. More like it and less hard times.
— J. W. Boatwright, Radio theatre,
Ozark, Mo. — Neighborhood patronage.
What's Your Hurry? with Wallace
Reid. — Splendid week end program pic-
ture. Lots of action. Star and story
good. — E. J. O'Neill, Broadway theatre,
St. George, N. B., Canada. — Small town
patronage.
Lady Rose's Daughter, with Elsie
Ferguson. — Just an ordinary picture that
does not mean much in the way of enter-
tainment in a small town show. Neither
action nor comedy and did not please half
the audience. — M. D. Foster, Gem thea-
tre, Williamsburg, Kan.
O'Malley of the Mounted, with Wil-
liam S. Hart. — One of Hart's best. Drew
a full house in spite of bad weather.
Every small town should try it. — Parker
H. Humphrey, Smyrna theatre, Smyrna,
N. Y. — Neighborhood patronage.
Homer Comes Home, with Charles
Ray. — Good picture and business. — Wil-
liam Noble, Iris theatre, Oklahoma City,
Okla. — General patronage.
The Woman God Changed, a Cosmo-
politan production. — Very good. Begins
with a court room scene, with other
scenes as witnesses testify. Good moral
picture, but business poor on account of
too much other entertainment the pre-
ceding day by an I. O. O. F. play. — A.
C. Betts, Powers theatre, Red Creek.
N. Y. — Neighborhood patronage.
An Old Fashioned Boy, with Charles
Ray. — A mighty good little comedy-
drama. Pleased at least 80 per cent, and
COMEDIES, scenics, car-
toon s especially and
short subjects generally, age
i less rapidly than feature
i length attractions. Showmen
reporting on every one of
these used contribute to "The
Box Office Record" a depend-
able index to perfect picture
settings — invaluable in the
composition of satisfying pro-
grams.
Ray followers said it was a dandy. A
lot of good comedy and a picture you can
boost for good clean entertainment. Will
not stand advanced prices but will please
at regular admissions. — M. D. Foster,
Gem theatre, Williamsburg, Kan. — Gen-
eral patronage.
Behold My Wife, with a special cast.
— Gave universal satisfaction. A heart
interest story that should please any
class. Drew fair. Special exploitation.
— C. J. Kremer, Rialto theatre, Stanton,
Neb. — Neighborhood patronage.
Behold My Wife, with a special cast.
— I am unable to recall a picture that ap-
pealed to me so much or that evoked as
much praise from our patrons as this
picture did. Mabel Julienne Scott is cer-
tainly in a class with Norma Talmadge
and other emotional actresses. — L. R.
Moore, Roma theatre, Columbus Grove,
O. — Small town patronage.
The Witching Hour, with Elliott Dex-
ter.— A well-made picture as far as the
mechanical part is concerned. The story,
however, does not seem to pack any
punch. — E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
The Miracle Man, with a special cast. —
I ran this two years ago to biggest busi-
ness ever done in house. Repeated April
19 and did two-thirds as much as on
first run. A real picture. — J. T. Flaherty,
Oaklawn theatre, Danville, 111. — Neigh-
borhood patronage.
Something to Think About, a Cecil De
Mille production. — Absolutely clean and
will stand all the boosting you can give
it. Patrons pleased 100 per cent. Drew-
good. — C. G. Gragson, Lyric theatre, Pil-
ger. Neb. — Neighborhood patronage.
The Miracle Man, with a special cast —
I see where Paramount is reissuing seven
features, this being one of them. I used
this picture about a year ago. Booked it
for two days and had to keep it a week.
Could have used it longer. It has about
12 stars. Makes the cast of "Anatol" look
sick. Lon Chaney's work as the parasite
is great. I personally consider it the best
picture I have ever shown or seen. I
think this picture should positively be
played at every theatre and will easily
stand a repeat at any. — M. Oppenheimer,
Empire theatre, New Orleans.
What's Your Hurry? with Wallace
Reid.- — Pleased the big majority and we
recommend it as being a good show for
the small town. Not as much comedy as
some Reid pictures but drew many favor-
able comments.— M. D. Foster, Gem the-
atre, Williamsburg, Kas. — General pat-
ronage.
Idols of Clay, with Mae Murray.— Pa-
trons did not care particularly for this
picture. Story not wholesome. Cul
badly by Ohio censors. — W. J. Powel!
Lonet theatre, Wellington, Ohio. — Smal
town patronage.
Sacred and Profane Love, with Elsii
Ferguson. — A good picture which pleasec
a good business. — William Noble, Broad
way theatre, Oklahoma City.
The City of Silent Men, with Thoma:
Meighan. — A fine picture. Good photog
raphy. True to life. — A. C. Betts, Power
theatre. Red Creek, N. Y. — Neighborhood
patronage.
To Please One Woman, with a specia
cast. — Pronounced by majority as beint
a Number 1 good entertainment. Whil
sad in parts, it drives the thought horn
and makes one think seriously for .
change. Glad we played it. — M. D. Fos
ter, Gem theatre, Williamsburg, Kan.
Pathe
Half A Chance, with Mahlon Hamiltoi
— A perfectly splendid Saturday nigh
picture. Lots of action, and a good lov
story, plus good acting by the sta
Played to better than usual business. — .-'
N. Miles, Eminence theatre, Eminenc
Ky. — General patronage.
Help Wanted, Male, with Bland
Sweet. — A real comedy and one that wi
please them all. Drew fair. — Roy R. Pe
erson, Fad theatre, Arlington, Ncb.-
Neighborhood patronage.
Half a Chance, with Mahlon Hamiltoi
— Very good. Plenty of action. Please
all. Can't boost enough. — C. C. Craij
Pastime theatre, Marmadukc, Ark. -
Neighborhood patronage.
The Sage Hen, an Edgar Lewis prodti'
tion. — Very good picture. Pleased as nei
100 per cent as any picture. You can
go wrong in booking this. A little ol
—P. G. Held, Sterling theatre, Fairmor
Neb. — Neighborhood patronage.
That Girl Montana, with Bland
Sweet. — This is the first Sweet picture v
have run since she played for Paramoui
and guess it will be our last. It did i
draw at all and only pleased the men.—.
N. Miles, Eminence theatre, Eminem
Ky. — General patronage.
Rio Grande, with a special cast.— Goi
program picture. Not a special. Do n
try to raise admission price. — P. G. Hel
Sterling theatre, Fairmont, N«b — Ne>g
borhood patronage.
SID SMITH, as Percy Hallroom, a shoe clerk, in a scene from "Better Late Than
Never," a new C. B. C. comedy made by the Hallroom Boys comedy company.
vlay 13, 1922
EXHIBITORS HERALD
81
George Seigman has music with his meals in this scene from "Fools First," a forth-
coming Marshall Neilan production distributed by First National.
R-C Pictures
The Duke of Chimney Butte, with Fred
tone. — Our patrons did not know who
red Stone was, but the few that turned
ut were well satisfied with the picture.
-Harold F. Wendt, Rivoli theatre, De-
ance, O. — General patronage.
The Vermilion Pencil, with Sessue Hay-
<awa. — Not as good as the average pic-
ire of this star. — Raymond Gear, May-
ower theatre, Florence, Kan. — General
atronage.
Salvage, with Pauline Frederick. — Good
icture which drew average business,
ather slow in starting but builds inter-
-t as it goes on. Accepted by the audi-
lce without much comment one way or
le other. — E. L. Franck, Oasis theatre,
jo, Ariz. — Neighborhood patronage.
Live and Let Live, with a special cast.
Did an average business on this one and
seemed to please 100 per cent. — Harold
. Wendt, Rivoli theatre, Defiance, O. —
eneral patronage.
Two Kinds of Women, with Pauline
rederick. — Mediocre subject. Pauline is
favorite and also a big star. Therefore
■tter scenarios should be furnished for
;t. — J. Carbonell. Monroe theatre, Key
.'est, Fla. — Neighborhood patronage.
The Stealers, with a special cast. — A
onderful evening's entertainment and
ill please any class of audience. Plenty
t good comments. Drew fine for Holy
eek. — W. L. Douglas, Strand theatre,
ew Man's Grove, Neb. — Neighborhood
itronage.
Cold Steel, with J. P. McGowan.—
layed this one as an action picture and
as disappointed, as was the audience. A
eak sister. — Harold F. Wendt, Rivoli
eatre, Defiance, O. — General patronage.
Black Roses, with Sessue Hayakawa. —
n excellent melodrama that drew well
i a stormy night. This is the best op-
jrtunity the star has had since he
arted releasing through R-C. — E. L.
ranck, Oasis theatre, Ajo, Ariz. — Neigh-
>rhood patronage.
Black Roses, with Sessue Hayakawa. —
fine picture and which pleased a large
itronage. — Wrilliam Noble, Empress the-
re, Oklahoma City, Okla. — General pat-
•nage.
Shams of Society, with a special cast. —
his one was billed big and played dur-
g R-C Week, but failed to draw them
—Harold F. Wendt, Rivoli theatre, De-
ancc, O. — General patronage.
Realart
A Virginia Courtship, with May Mc-
Avoy. — A splendid program picture.
Good for any audience. Miss McAvoy
sure made a hit with my patrons. — Peter
Krauth, Opera House, Denison, la. —
Neighborhood patronage.
Everything For Sale, with May Mc-
Avoy.— All right for McAvoy, but she
is not much of a favorite here. — G. W.
Veaton, loka theatre, Exeter, N. H. —
Neighborhood patronage.
Tillie, with Mary Miles Minter. — This
picture does not give Mary a chance.
She is not suited to this kind of role.
Rather have her in light roles. — W. G.
Sturdivant, Hoyburn theatre, Evanston,
111. — Neighborhood patronage.
The Land of Hope, with Alice Brady.
— Received a number of compliments on
this feature. L'sed it Easter Sunday with
good business. — Edw. W. Werner, Wind-
sor theatre, Canton, O. — Neighborhood
patronage.
The Snob, with Wanda Hawley. — Good
entertainment and a clever star. All
classes could get a lesson from this that
would do them good. Will please, so
boost it. — J. F. Rees. Regal theatre,
Wellsville, Mo. — Neighborhood patron-
age.
Selznick
Reckless Youth, with Elaine Hammer-
stein. — Excellent. This picture proves
that the public really does shop for its
pictures and that Elaine Hammerstein is
a drawing card whether she is extensively
advertised or not. Picture played to an
excellent business. — William Noble, Cri-
terion theatre, Oklahoma City, Okla. —
General patronage.
The Prophet's Paradise, with Eugene
O'Brien. — Getting poorer with each one
since Clay Dollars. Very short footage. —
Olen Reynolds, Pearl theatre, Hymera,
Ind. — Small town patronage.
Is Life Worth Living? with Eugene
O'Brien. — Well liked because it was
O'Brien. My patrons like him. Nothing
special about the picture. Business good.
— Edw. W. Werner, Windsor theatre,
Canton, O. — Neighborhood patronage.
Handcuffs or Kisses, with Elaine Ham-
merstein.— A satisfactory program pic-
ture. The opinion of my patrons is that
this star should be given an opportunity
to show what she can really do in big-
ger pictures. — E. L. Franck, Oasis the-
atre, Ajo, Ariz. — Neighborhood patron-
age.
The Miracle of Manhattan, with Elaine
Hammerstein. — This is sure to please and
drew fair on rainy night. — Wm. Engel-
bart, Jewel theatre, Creston, la. — Neigh-
borhood patronage.
Handcuffs or Kisses, with Elaine Ham-
merstein.— A good program offering that
pleased. Photography hardly up to Se-
lect standard, but acting of star offsets all
other shortcomings that picture had. — L.
R. Moore, Roma theatre, Columbus
Grove, O. — Small town patronage.
Sooner or Later, with Owen Moore. —
Old, but quite well liked. — Star theatre,
Crofton, Neb.
• The Man Who Lost Himself, with
William Faversham. — Some very good
acting. Star not very well known here
but seemed to go fairly good in spite of
bad weather and Lent. — Star theatre,
Crofton, Neb.
Mrs. Leffingweirs Boots, with Con-
stance Talmadge. — - Another delightful
comedy. Miss Constance always pleases.
— Peter Krauth, Opera House, Denison,
la. — Neighborhood patronage.
The Chicken In The Case, with Owen
Moore. — A real comedy and one that will
go good in any community. Book this
one. — A. R. Pytlik, Lyric theatre, Humph-
rey, Neb. — Neighborhood patronage.
| UNION
Ttltgru
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•wmiUitaiiilMii
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l9Z?^t?s. ^^25 m 7 49
U°HEW. 6S NEW YORK
ASHY 50 in, Wyork
Sf.LTLAXECITY.UTAH 2-1
John j. aunni 173
CSHL 1ICH VIT.'.GRAFH INC' 46'.' FIFTH AVE HSWYOPX NY
SHEDCS MJE OPENED SUNDAY AT KEISHA KEATKS TO BI00EST BUSINESS
Di LAST SIZ MONTHS KONDAY BUSINESS BOTH MAT IHEE%UrD EVHUNQ
8AH3 STANDARD COLMENTS OF PUBLIC VERY FAVORABLE STOP CONSIDERING
LAST SEEK WAS FIRST GOOD 7/EATHER THIS YEAR MAKING ROADS IDEAL FOR
AUT0IST3 AND SUNDAY HOST DELIGHTFUL THIS SHO^EIC IS PJ3URKABLE
JOHN JiUGAS.
S2
EXHIBITORS HERALD
May 13, 192,
GUY BATES POST and Ruth St. Clair in a typical scene from "The Masquerader,"
a new First National picture.
United Artists
Way Down East, a D. W. Griffith pro-
duction.—Everyone knows this to be a
wonderful picture. Although I paid the
highest money ever paid for this town, I
did a very good business and made
money. Advertised it big and got busi-
ness from all surrounding towns. — Ray-
mond Gear, Mayflower theatre, Florence,
Kan. — General patronage.
Disraeli, with George Arliss. — Played
this picture two days but did not draw
people in as it is a deep picture to under-
stand for people in this section. — J. J.
Renchy, Orpheum theatre, Bridgeport,
Conn. — Neighborhood natronage.
Disraeli, with George Arliss. — More
favorable comments than any picture I
have run in a year. A high-class picture.
Drew fair. — Geo. B. Howard, Rex thea-
tre. Albion, Neb. — Neighborhood patron-
age.
The Love Light, with Mary Pickford.
— Mary, as usual, was good, and her pic-
ture enjoyed large, pleased, good busi-
ness.— William Noble, New Folly theatre,
Oklahoma City, Okla. — General patron-
age.
Dream Street, a D. W. Griffith produc-
tion.— Played it two days to a fair busi-
ness. It did hot go over as I had ex-
pected it to. — J. J. Renchy, Orpheum
theatre, Bridgeport, Conn. — Neighbor-
hood patronage.
Down on the Farm, a Mack Sennett
production. — Good. We advertised Tur-
pin and he almost failed to appear. The
dog should have had the special notices.
— Gustine & Roush, Princess theatre,
Lewistown, III. — Neighborhood patron-
age.
Universal
The Dangerous Little Demon, with
Marie Prevost. — Very nice little picture.
A light subject that should please all.
Drew fair. — F. L. Smith, Rex theatre,
W all. i... \cl] Neighborhood patronage.
Playing with Fire, with Gladys Walton.
— Great! Everyone praised this excep-
tionally clever nicturc. — F. E. Sabin, Ma-
jestic theatre, Eureka, Mont. — Neighbor
hood patronage.
The Guttersnipe, with Gladys Walton,
i — The weakest Walton yet for me, but
not bad at that. I cannot imagine any-
one calling her poor in anything. — G. W.
Yeaton, loka theatre. Exeter, N. H. —
Neighborhood patronage.
Playing with Fire, with Glady* Walton.
■ — Exceptionally good comedy-drama for
program picture. Clever acting and
snappy sub-titles. Audience in smiles al-
most throughout and several hearty
laughs. No dull moments. — W. J. Powell,
Lonet theatre, Wellington, 0. — -Small
town patronage.
Nobody's Fool, with Marie Prevost. —
Good program picture and star that will
please at regular prices. — H. Daspit,
Atherton theatre, Kentwood, La. — Neigh-
borhood patronage.
High Heels, with Gladys Walton. — One
of the best pictures made. Will please
everyone. If the producers would give
us more like this we would hear less
from the censors. — F. O'Hara, Com-
munity theatre, Elgin, Neb. — Neighbor-
hood patronage.
Red Courage, with Hoot Gibson. —
Well, we're "Hooting" again. This big
boy has captured our crowd and we put
him up against a road show and broke
our record for Saturday night for the past
six months. The road show got the gate.
— W. C. Allen, Casino theatre, Antwerp,
N. Y. — Neighborhood patronage.
Moonlight Follies, with Marie Prevost.
— A nice, clean picture and a mighty good
evening's entertainment. Drew fine. Star
well liked here. — C. V. Anderson, Oak
theatre, Oakdale, Neb. — Neighborhood
patronage.
Headin' West, with Hoot Gibson. —
Hoot always pleases and he has not had
a poor picture this year. — G. W. Yeaton,
loka theatre, Exeter, N. H. — Neighbor-
hood patronage.
Opened Shutters, with Edith Roberts.
— Seemed to please. Nothing very big,
however. Should please any church
crowd for it has the right spirit (think
right). No chance for censorship on this
one. — J. W. Boatwright, Radio theatre,
Ozark, Mo. — Neighborhood patronage.
Headin' West, with Hoot Gibson. — A
very good western picture and will please.
Drew good. — C. J. Robinson, Home thea-
tre, Blair, Neb. — Neighborhood patron-
age.
Don't Get Personal, with Marie Pre-
vost.— Star and picture both good. — G.
W. Yeaton, loka theatre, Exeter, N. H.
— Neighborhood patronage.
The Man Tamer, with Gladys Walton.
— A good picture and pleased the ma-
jority.— R. O. Baker, Baker's Electric
theatre, McCurie, Kan. — Farming town
patronage.
Headin' West, with Hoot Gibson. —
Best the star has made to date. The aii
plane stunt is a knockout. - Play this on
on your western night and give thet
a real treat. Drew fair. — Anderson (
Weathersby, Gem theatre, Omaha, Xel
— Neighborhood patronage.
The Scrapper, with Herbert Rawlii
son. — And still another good Universal.-
G. W. Yeaton, loka theatre, Exeter, >
H. — Neighborhood patronage.
Under Crimson Skies, with Elmo Lit
coin. — It is sold as a super productioi
Advertise it that way and you'll get i
trouble. — American Legion, Legion the:
tre, Blunt, S. D. — Neighborhood patroi
arre.
The Big Adventure, with a special cas
- — One of the best program pictures
ever played. Patrons applauded this oi
and that is something new. Drew goo
— W. A. Cornett, Elite theatre, Meado
Grove, Neb. — Neighborhood patronage.
Go Straight, with Frank Mayo.—
good, clean little melodrama, very ncie
done, and pleased a good sized week-ei
serial crowd. — L. R. Moore, Roma the
tre, Columbus Gove, O. — Small tow
patronage.
The Rage of Paris, with Miss duPoi
— Very good program picture and
pleased the majority of our audience.— V
C. Allen, Casino theatre, Antwerp, N. \
— Neighborhood patronage.
Wolves of the North, with Eva Nova
— A splendid picture and one that pleasi
them all. Drew fair. — P. R. Carlin, Ca
lin's Opera House, Spalding, Net)
Neighborhood patronage.
The Beautiful Gambler, with Gra
Darmond. — A good picture to hold i
terest, but a lot of night effect photo
raphy that is hard on the eyes. — J.
Rees, Regal theatre, Wellsville, Mo.
Neighborhood patronage.
Thunder Island, with Edith Roberts.
For those who like plenty of action a
rough stuff this picture will please. W
appeal to the men and boys. — H. Dasj: '
Atherton theatre, Kentwood, La. — Ncig
borhood patronage.
Action, with Hoot Gibson— This w
my first Hoot Gibson feature, and im
cations are that he is going to run Tc
Mix a pretty good race. Will be gl
when thej' book us the next one, for
just have a feeling that they will all
good. — J. J. Kudlacek, Swan theat
Svvanton, Neb. — Neighborhood patronai
Reputation, with Priscilla Dean.— D
appointing. Acting very good, but tl
lets it out. -Did not please a majority
Raymond Gear, Mayflower theatre, FIc
ence, Kans. — General patronage.
Conflict, with Priscilla Dean.— Go
picture, but not the big special it
cracked up to be. Log jam scene is i
near as breath-taking as the ice jam set
in Way Down East. — H. Daspit, Ath
ton theatre, Kentwood, La. — Neighb
hood patronage.
Dr. Jim, with Frank Mayo. — One of I
best we have had from this star. Plea.'
everyone. Drew like a mustard plasl
even in the face of a rain storm. — H.
Larson, Majestic theatre, Oakland, N
— Neighborhood patronage.
The Virgin of Stamboul, with Prise
Dean. — Good picture, but poor busin
for local reasons. — Thos. Crawfo.
Strand theatre, Criswold, la.— Neighb
hood patronage.
The Devil's Passkey, and Blind H
bands, Eric Von Strohcim production-
These are two real pictures. I pla} 1
them last week. They are now obi
I did more business on these than n|
stuff. Von Strohcim is a real actor.
ay 13. 1922
EXHIBITORS HERALD
83
i anxiously waiting to see him in Fool-
i Wives, which I feel is one of the
|;gest ever presented. — M. Oppenheimer.
npire theatre, New Orleans. La. —
ansient patronage.
Vitagraph
Flower of the North, with Henry B.
althall. — This is a very good Curwood
1 ture. The story has been rearranged,
ough. It will draw and please where
i rwood pictures draw. — Bert Norton,
;>zy theatre, Eureka, 111. — General pat-
nage.
The Little Minister, with Alice Cal-
lun. — Packed them in and had them
■ iting outside. Nothing but praise for
1: picture. Star is becoming a favorite
Ire. — A. M. Barton, Playhouse, Ticon-
,-oga, N. V. — Neighborhood patronage.
What's Your Reputation Worth? with
I rinne Griffith. — A good six-reel so-
( ty comedy-drama picture. Fine. —
(en Reynolds, Pearl theatre, Hymera.
1— Small town patronage.
The Fortune Hunter, with Earle Wil-
1ms. — A nice evening's enterta'nment
:d one that will please. Drew fair. —
i.od Bros.. Rex theatre, Allen, Neb. —
. ighborhood patronage.
Bring Him In, with Earle Williams. —
lis picture seemed to please. Business
lht. being Holy Week. — A. M. Barton,
ayhouse, Ticonderoga, N. Y. — Neigh-
'rhood patronage.
The Fortune Hunter, with Earle Wil-
ms.— This is an old picture but we had
;brand new print. A very enterta'ning
:ture that pleased everybody, so it
imed. Get it. Seven reels. Admis-
:>n 10 and 22 cents. — Chancellor Bros.,
eamland theatre, Arcanum, O. — Neigh-
rhood patronage.
The Silver Car, with Earle Williams. —
ir first Earle Williams, and a good one.
reels. — Olen Reynolds, Pearl theatre,
mera, Ind. — Small town patronage.
Wid Gunning, Inc.
Quo Vadis, with a special cast. — Here
one that will knock your box office
..11 eyed. Just let the people know that
you are playing it and that will be suffi-
cient. Smashed all previous records to
smithereens with very little advance pub-
licity. The trailer furnished by Gunning
is sure to get them. While spectacles
are not always looked upon with favor
by the majority of audiences, this one
seemed to please everyone, and many
came back to see it a second time. You
are sure to get the support of all schools
when you play this one. — Harold F.
Wendt, Rivoli theatre, Defiance, O. —
General patronage.
State Rights
School Days (Warner Bros.), with
Wesley Barry. — The best drawing card in
several weeks. Did a great business and
made a hit with patrons. — Samuel Har-
ding, Liberty theatre, Kansas City, Mo.
— transient patronage.
A Worldly Madonna (Equity), with
Clara Kimball Young. — Good, but not as
good as previous ones. The star de-
serves good strong emotional roles, less
posing, more action. — J. Carbonell, Mon-
roe theatre, Key West, Fla. — Neighbor-
hood patronage.
Isobel (Davis), with a special cast. —
Have seen this picture criticized as the
poorest of the Curwood pictures, but
Brother, the audience and myself thought
it one of the best Curwoods. And it has
all the others beat for beautiful scenery.
— H. Daspit, Atherton theatre, Kentwood,
La. — Neighborhood patronage.
The Struggle (Canyon), with Frankly n
Farnum. — This was a good picture one
day, but it is all cut up. Shame to run
such stuff. My patrons came out telling
me so. — William Thacher, Royal thea-
tre, Salina, Kan.
Making The Grade (Schwab), with
David Butler. — A good light comedy
which contains some hearty laughs. Pic-
tures of this type will do away with
censors. — A. M. Barton, Playhouse, Ti-
conderoga, N. Y. — Neighborhood patron-
age.
Go Get Him (Pioneer), with William
Fairbanks. — If they like lots of action
this will please. A little rough for my
people but still went over well. — G. W.
Yeaton, loka theatre, Exeter, N. H. —
Neighborhood patronage.
Kazan (Davis), with a special cast. —
The dog is easily the star in this picture
and does wonderful acting, but the pic-
ture is spoiled by dark photography. —
H. Daspit, Atherton theatre, Kentwood.
La. — Neighborhood patronage.
Making The Grade (Schwab), with
David Butler. — Not much. Butler should
stick to overalls. He plays some parts to
perfection, but he will never make anyone
believe that he is a member of the idle
rich. — E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
A Broadway Buckaroo (Pioneer),
with William Fairbanks. — This one will
get by in good shape, but personally I
do not think it as good as some of his
others. — W. C. Allen, Casino theatre, Ant-
werp, N. Y. — Neighborhood patronage.
A Broadway Buckaroo (Pioneer), with
William Fairbanks. — A good average
western picture and a star that will please
where westerns are liked. — H. Daspit,
Atherton theatre, Kentwood, La. — Neigh-
borhood patronage.
God's Country and The Law (Arrow),
with Gladys Leslie. — Played this at regu-
lar admission and broke even. Photog-
raphy and scenery fine. Animals good.
Story lacked punch. Pleased possibly
75 per cent. — -V. G. Bellman, Castalia the-
atre, Castalia, la. — Small town patronage.
Isobel (Davis), with a special cast. —
Pulled an exceptionally good house, and
pleased 90 per cent. Scenery very beau-
tiful and many favorable comments on
child. — A. N. Miles, Eminence theatre,
Eminence, Ky. — General patronage.
The Woman Untamed (McGovern),
with Doraldina. — On the order of Tarzan
of The Apes and almost as good. Beau-
tiful water and mountain scenery. — H.
Daspit, Atherton theatre, Kentwood, La.
— Neighborhood patronage.
Madonnas and Men (Jans), with a spe-
cial cast. — A very fine picture and clean.
A dandy subject and one that will draw.
— Oscar Boettner, Auditorium theatre,
Madison, Neb. — Neighborhood patronage.
You Can't Believe Everything (Tri-
angle), with Gloria Swanson. — Excellent.
This picture was a fine one and pleased
a big business. — William Noble, Rialto
theatre, Oklahoma City, Okla. — General
patronage.
The Deserted Wife (Brott), with a spe-
cial cast. — Lawrence B. McGill appeared
in person and drew a good crowd.
Weather very nice. — J. M. Casale, Star
theatre. Niagara Falls, N. Y.
Go Get 'Em (Pioneer), with William
Fairbanks. — This is the fourth of his pic-
tures we used. All go over big. These
North West Mounted Police stories are
getting stale. Same with the Revolution-
ary stories. — M. Oppenheimer, Empire
theatre. New Orleans, La. — Transient
patronage.
Burn Em' Up Barnes (Affil. Dist.), with
Johnny Hines. — Good fast moving sub-
ject. Will appeal to all classes. Played
two days to good business. — R. B.
Thompson, Empress theatre, Fremont,
Neb. — Transient patronage.
Love's Young Dream (Brott), with
George Brott. — George Brott appeared in
person and drew a good crowd. Weather
very nice. — J. W. Casale, Star theatre,
Niagara Falls, N. Y.
Tangled Trails (Pinnacle), with Neal
Hart. — Fine! Hart is at his best in this
one. Business off. — Lewis & Brisco,
Princess theatre, Elwood, Ind. — General
patr image.
Serials
Hurricane Hutch (Pathe), with Charles
Hutchison. — An A-l serial. Held up fine.
Drew away from another serial which had
FFrlE SHEIK'S WIFE
* SPECTACULAR
ROMANCE
Vitagraph Picture at the Ran
dolph Fully as Interesting as
Its Predecessor, 'The Sheik,'
"THE SHEIK'S WIFE."
Produ-ed by Vitagraph.
Shown at the Randolph.
lale when he appeared as the
Sheik. The Arab Prince is more
bad news for the sterner sex. Girls, I
he's choice!
However, "The Sheik's Wife" is
every bit as interesting as its famed
and far-reaching predecessor. "The
Sheik." There is a capital story
bastd on the love of an English girl
for an Arab Prince. A story that has
every thrill an unusual combination
like that can produce. The gii 1 loves :
the dusky Arab, and plots and plans
for his affection. That she eventually
succeeds goes without saying.
"The Sheik's Wife" is one of this
year's best caveman films. A tem-
porary relief from the everyday
drawing room dramas. A picture,,
^u will enjoy.
BY OBSERVER.
A massive. %pectacular romance is
at the Randolph this week. "Th
Sheik's -Wife"— one of the biggest!
French pictures we have had
thriller that will make you suitor?
iook quite drab. Personally, we are
keen about cavemen — when the;,
shave. We imagine Valentino dis
couraged more th'.in one romance
i^pu will
is
st !,/
■
84
EXHIBITORS HERALD
.May 13, 19:
USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Pictures
Are Doing for Other Exhibitors
Fill in this blank now and send
to Exhibitors Herald. 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remarks
Title
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
a five episode start. — J. T. Flaherty, Oak-
lawn theatre. Danville, 111. — Neighbor-
hood patronage.
Winners of the West (Universal), with
Art Acord. — Two ep sodes. Think it will
please. It gets away trcm the rnt most
serials are in — sameness. Most people
are d sgusted with serials being padded
up. This looks safe. — C. L". Craig. Pas-
time theatre, Marmaduke, Ariz. — Neigh-
borhood patronage.
White Eagle (Pathc), with Ruth Ro-
land.— I am runn ng the third serial of
Ruth Roland. White Eagle, and I con-
sider it the best picture she has made
and no Brother Exhibitor need have
fear in booking it. It will be a saver
for poor business. Pathe serials are the
best money getters.— D. B. Moore, Clark-
fork theatre, Belfry, Mont.
Winners of the West (Universal), with
Art Acord. — On the 17th episode. Find
this to be one of the best serials yet, out-
side of The Lost City, which did the big-
gest business of any serial. Universal
should cut their serials to 15 episodes
They would go better and not be so tire-
some. Some of my patrons kick on 18
episodes. — William Thacher, Royal the-
atre, Salina, Kan.
White Eagle (Pathe), with Ruth Ro-
land.— Have shown 12 chapters and must
say it is a good serial, but will be glad
when it is over. Have run a serial for
a long while on Fridays and Saturdays
with other short subjects, but believe it
is time to quit. Those that know we
intend to change and run features are
tickled. — Chancellor Bros., Dreamland
theatre. Arcanum, O. — Neighborhood pat-
ronage.
Hurricane Hutch (Pathe), with Charles
Hutchison. — This serial fell flat with me.
My patrons said it was the poorest serial
they had ever seen. I put it on with a
Paramount feature and after the feature
was over most of my patrons would leave
the house. They asked me to pull it off
and I did. — Mrs. J. A. Wright, Lone
Star theatre, Ovalo, Texas. — Small town
patronage.
Winners of The West ( Universal), with
Art Acord. — Just finished this one and it
cleaned up. Book this one and get them
in. — E. J. Monaghan, Hamilton theatre,
Omaha, Neb. — Neighborhood patronage.
Winners of The West (Universal), with
a special cast. — A good deal like The Son
of Tarzan; it didn't hold up. Business
was poor all the way through. — Swan Ol-
son. Swan theatre, Walthell, Neb. — Neigh-
borhood patronage.
Short Subjects
Cops (F. N.), with Buster Keaton. — Ex-
cellent picture. The star is popular in
Oklahoma City and the business was
good. — William Noble, Empress theatre.
Oklahoma City, Okla. — General natron-
age.
The Show (Vitagraph), with Larry Se-
men.— One of his best. Lots of new stuff
in this one. Play this one strong. They
will eat it up. You can't play it too
strong. Tell them that you got a real
comedy coming. We didn't boost this
one, as no one ever reported on it. Why
don't more first run houses report in
• What The Picture Did For Mc?" Get
busy, you first run houses. — William
Thacher, Royal theatre, Salina, Kan.
Rolling Stones (Educational), with
Lloyd Hamilton. — Good. Don't pass up
the Mermaid comedies if you want a real
comedy with action. — Olcn Reynolds.
Pearl theatre, Hymcia, Ind. — Small town
patronage.
Dollar for Dollar (Pathe), with Frank
Keenan, — Pleased everyone and had a
good crowd. — T. M. Morris, Plaza tl
atre, Albert, Neb. — Neighborhood patn
age.
The Haunted House (Metro), wi
Buster Keaton. — Unusually good, ev
for Keaton. With the possible excepti
cf The Boat, this is the best w
had. — E. L. Franck, Oasis theatre, A
Ariz. — Neighborhood patronage.
Little Miss Mischief (Universal), w
Baby Peggy. — Very good comedy. Ki
will eat it up. Also pleases the old fol
— William ihaeher. Royal theatre. Salii
Kan.
The Skipper Has His Fling I I . N.)
Toonerville Comedy. — First one oi t
Toonervilles played. Was pretty i;
Will try more. No business. 1!
weather. — G. F. Rediske. Star theai
Ryegate, Mont. — Small town patronage
Moonshine (Educational), with H;
Hamilton. — A real 100 per cent comei
Exceptionally clever and it packs an i
roar in every inch. I cannot speak t
highly of Educational comedies, 99 |
cent of them are comedies in every sei
of the word. — Arthur Richardson, Stra
theatre, Schroon Lake,, N. V. — Gene
patronage.
Among Those Present (A. E.). n
Harold Lloyd. — A real knockout, and |
trons thought the same. First Lloyd
ever ran and it drew like a mustard pi
ter. — Chas. A. Swanton, Opera Hou
Wahoo. Neb. — Neighborhood patronag
The Battle of Jutland (Educational i
Paid too much money for this one. Sal
man hooked me on this. Not a spec
by any means. All right for a city t
atre and Legion posts, but not for sn
town houses. — Louis W. Splichal, E
press theatre, Bancroft, Neb. — N'eighb
hood patronage.
Love's Outcast (F. N.), with Ben T
pin. — Good comedy that provided mi
laughs. Nothing in it that would put
in the "special" class, but good enov
for any program. — Fred S. Meyer, F
ace theatre, Hamilton, O. — High cl
family patronage.
Hard Luck (Metro), with Buster K
ton. — No exhibitor should have any "h;
luck" with any Keaton comedy. Wish
were always as sure of super specials
we are Keaton comedies. Sorry Me
can only supply us two more, we hav
used all the others, and more than so
that Buster is now distributed by F
National, for that means we cannot sb
any more Keaton comedies. — J. J. K
lacek. Swan theatre. Swanton, Net
Neighborhood patronage.
CAMERA BARGAINS
Motion Picture Carnerao at caal
aaving price*. Special profeielcoi
dlKOunU jo UN I V ERSAL9
ImmedlKU dallTar/ u ail caodala. Dam
Hafr^.-ina Path* and aaaaOT da*aaf
atratad ID oor ahowretflan. Mao lac a«f •••
plata catalog at osca. rraa-ex, raqoMI.
BASS CAMERA COMPART
Dopt. H, (Of) N. DMMn CMUf ■<
Why Experiment with Poor Work?
Why Pay Exorbitant Pricea?
Get in touch with the
Standard Motion Picture Company
1005-1006 Mailers Bide Telephone Central 23 4 7 Chicaf*. Ill
Developing-Printing. Special Tide Work
Cheapest by far with Satisfaction Guaranteed
The Greatest Aduenmenl
in Theatre Organ Buildint
SMITH UNIT ORGAN C(
Manufacturer* of High-Grade ELECTRO-
PNEUMATIC PIPE ORGANS for
Theatre and Home.
413-419 W. ERIE ST. CHICAGO, U
Mv 13, 1922
EXHIBITORS HERALD
85
Harmonious and Varied
Lighting Effe&s Bring
More Dollars to the
Box Office
The list of theatres in which C-H Dimmers are used
reads like a theatre directory — including those in big
centers and small towns — movie, legitimate, vaude-
ville, variety; such as the Capital at Manitowoc, Wis.
— and in St. Paul — and the large Capitol in New-
York; the large Chicago trio — Chicago, Riviera,
Tivoli. The New York Rialto (which was the first
of the movie houses to put in a big dimmer equipment
arrd large orchestra). South, you will find them,
West — all over. Names of theatres equipped with
C-H Dimmers in your vicinity will be furnished.
C-H Dimmers produce the lighting effects so
essential in the modern theatre.
They are used today in connection with foots,
borders, strips, bunch or open-box lights, musicians'
lights, auditorium lighting, under balconies, even if
only one-color lamps are on circuits.
C-H Dimmers successfully withstand the contin-
uous duty requirements; the brushes have a high per
cent of graphite to be self lubricating; the generous
construction and Cutler-Hammer workmanship are
well known to men familiar with theatre lighting.
Any plate may be removed from a bank (in case
of changing circuits) by simply loosening one screw.
Publication 445 tells all about the use of theatre
dimmer equipments for small and large theatres.
A copy will be sent on request.
THE CUTLER-HAMMER MFG. CO.
Works: MILWAUKEE and NEW YORK
Offices and Agents in Principal Cities
Northern Electric Co., Ltd. .Can.
Theatre Dimmers
86
EXHIBITORS HERALD
May 13, 1922
Theatre
Chairs
Ame rican
Seating Co.
14 r. Jackson BW.
Chicago
pF Jmericas 'Toremofl Theatm
NEW YORK
121 W. Fortieth St.
CHICAGO
12 E. Jackson Blvd.
PHI LADE'
252 So. Bn
2\\
THEATRE EQUIPMENT
Comfort Is Primary
Theatre Requisite
Beauty in theatre construction
is a thing highly commendable
and worthy — until it is carried to
a point where it becomes imprac-
ticable, said a prominent archi-
tect discussing theatre building.
Why, in many big cities, will you
hear that this house or that is
losing money under apparently
favorable circumstances ? Inves-
tigation will reveal that the theatre
was "overbuilt." It represents a
big initial cost, must pay a high
rental, and carry a large overhead
expense.
The exhibitor who is planning
to build a new theatre should
consider seriously his local condi-
tions and the amount of money
he can afford to put into the pro-,
ject. If he goes in "over his
head" in building a theatre the
beauty and cost of which is out of
proportion to what conditions
justify he will have gone into a
proposition that will mean hard
sledding. Comfortable seating,
proper projection and lighting,
good heating and ventilation as
well as the presentation of worth
while films are features of a the-
atre that produce revenue. An ex-
travagantly built theatre has a cer-
tain box office drawing power for
a period of several months while it
is new but after that time the prac-
tical phases of the house are the
ones that dominate. Money spent
in this direction will always bring
returns.
Such things as stores and
offices in connection with the the-
atre merit much thought. They
help pay expenses. The primary
consideration is, that while an
elaborate and beautiful theatre is
desirable the showman who ex-
pects to build will do well to see
that this phase is not overdone, —
i bearing in mind that in the long
j run, emphasis on the features
I that will make his patrons' really
• enjoy the show are bigger things.
DITTMAN OPENS HIS FOURTH
MOTION PICTURE THEATRE
AT FREEPORT, ILLINOIS
The Lindo, Costing $250,000 and Seating
1,200, Newest Addition to Playhouse Chain;
Minister Talks at Dedication Ceremonies
The new $250,000 Lindo theatre, one
of the finest houses in Northern Illinois,
has been opened at Freeport by John F.
Dittman, who already owns and oper-
ates three other theatres in that city.
The Lindo has been more than a year
in building and it is named in honor of
Lincoln and Douglas (Lin for Lincoln's
name and Do from that of Douglas'),
whose debates in Freeport are local and
national history. The architectural firm
of Rapp & Rapp, designers of the Bala-
ban & Katz theatres, the Chicago, Tivoli
and Riviera, are the designers of the
Lindo.
Is Thoroughly Fireproof
The new quarter million dollar house
is a structure of cut stone, and orna-
mental brick, thoroughly fireproof in
construction. It has an immense lobby,
64 feet in depth and 30 feet wide at the
entrance, which is capable of protecting
between 500 and TOO persons at one time
waiting admission. The foyer is singu-
larly artistic and inviting, being heavily
carpeted with rich Axminster rugs of
gray and black tone with blue figures.
It is furnished with upholstered day-bed
settees, comfortable rockers and deep
lounge chairs. Four large floor lamps
that harmonize in texture with the fur-
niture are placed along the side, as are
several unique cages with canary birds
and large ferns in wicker material
stands.
Four aisles lead from the lobby into
the auditorium, the seating capacity of
which is 1,200. There is no balcony.
Each of the seats are 20 inches in width
and comfortably upholstered, the seat
backs being of gray and the seat itself
in Italian blue leather. The distance be-
tween the seat back and the seat in the
row ahead is 32 inches.
Heating Plant Outside
The auditorium is finished in a color
scheme of burnt orange and old ivory
and is highly impressive with its soft
silken curtains, beautiful ornamental
plaster work and mellow lights. The
ceiling is laid in over expanded metal
lath, hung from steel joists, making it
strictly fireproof. The cement floors in
both the auditorium and the foyer, and
the art marble floors in the inner and
outer lobbies and lavatories are further
guards against fire possibilities. The
boiler room and heating plant are located
in a separate room, outside the theatre
proper.
The curtain and stage decorations are
of satin of a burnt orange shade, with
gold metal gauze drapes at the organ loft.
In all 1,078 yards of Baronet satin were
used and 189 yards of gold gauze, fur-
nished by Marshall Field & Company,
Chicago. .y
Use Bennett Grande Organ
Lighting in the auditorium is provided
by six large pendants with lights of red,
amber and blue. The drapes at the or-
gan loft take the various colored light-
ing effects.
Two hundred and forty thousand
pounds of structural steel went into the
Lindo's skeleton; 5,000 yards of plaster
into the ceiling and 400,000 individual
bricks into the walls. The theatre is well
heated and ventilated by modern devices
that insure a virtually uniform tempera-
ture. Music is furnished by a $15,000
Bennett Grande organ and a fifteen piece
orchestra.
Minister Gives Talk
Among the film representatives who
attended the opening of the Lindo were
the following: J. Maynard Schwartz of
Educational; E. W. Johnson and Eddie
Silverman, Select; J. L. Friedman and
George Weinberg, Celebrated; Sigmund
Decker, C. M. Lesserman and William
Weiss, Universal: Jack Schwartz and J.
J. Eichenlaub, First National; Harry
Lorch, Goldwyn ; John Stover, Famous
Players-Lasky; George Dangman, R-C.
Of special interest is the fact that
among the speakers at the dedication
ceremonies was the Rev. Briggs of Free-
port, as well as members of the Freeport
Chamber of Commerce and Mayor Al
W. Stephan. Mr. Dittman is a member
of the Illinois Exhibitors' Alliance.
MORE HOUSES PLAN TO
INSTALL RADIOPHONES
Several more theatres have announced
plans to install radio receiving equipment.
Dr. C. E. Tetley, owner of the Rose-
land, Flat River, and the Monarch,
Farmington, Mo., has purchased radio
outfits for his houses. Other owners
who have orders in for radio outfits are
A. C. Norwein of the Norwein Amuse-
ment Company, Bonne Terre, Mo., and
Theodore Coleman, American, Mount
Carmel, 111.
88
EXHIBITORS HERALD
May 13. 1922
ABOVE ARE SHOWN the auditorium and the foyer of the new Lindo theatre at Freeport, Illinois, which has
been opened by John F. Dittman. This is Mr. Dittman's fourth house in Freeport. The new theatre was
built at a cost of $250,000 and has a seating capacity of 1,200. In the center is Manager Dittman. A com-
plete description of the Lindo is contained in this issue.
FIRST UNIT IN PLAN OF MILLION
DOLLAR THEATRE CHAIN READY
With the opening of the new State
theatre at Jersey City, N. J., Frank G.
Hall, president of State Theatres Cor-
poration, has completed the first unit in
the proposed plan of a chain of million
dollar theatres being erected on a mem-
bership plan. The second playhouse, the
State-Capitol at Union Hill, N. J., is now
under construction and a third project at
Jersey City, it is stated, will be started
in the near future.
The State theatre, it is claimed, is one
of the first community owned theatres
financed through a membership plan. A
little more than a year ago Frank G.
Hall launched his idea of providing free
entertainment for life to 1,000 members
and invited the public to join him in his
enterprise, with the result that the State
theatre has now been completed and
opened. State Theatres Corporation will
operate the house.
Has 3,000 Seats
Mr. Hall is managing director of the
U. S. theatre at Hoboken, N. J. and the
Ritz theatre, Jersey City.
The new State theatre has a seating
capacity of :;,000, of which 1,400 of the
seats are in the balcony. In the front
arc massive Hellenic Greek columns
with sculptural designs of cut stone.
CLASSIFIED
Five Cents per Word Payable
in Advance. Minimum Charge,
$1.00
THEATRE WANTED
WANTKI) — Theatre on lease bafli in town of
not over 15 000. Give full particulars in first
letter, Address I) I.
k..i.>..-
I'ort Scott.
The decorations in the house are pat-
terned after those of the Greek classic
and Renaissance periods, the color
scheme being a wedgewood blue and
ivory shaded with gold. Four stairways
lead from the mezzanine floor to the bal-
cony level.
Show First Run Films
R. Alfred Jones, former house man-
ager of the Strand theatre. New York
Urges Care in
Film Splicing
More careful attention to the
splicing of films is ixged in a let-
ter from Walter F. Baumann, ex-
ecutive secretary of the Wisconsin
Exhibitors Association. Numerous
complaints on the matter have been
received by the association re-
cently.
In one instance, it is stated, a
print being run by an exhibitor
came apart fourteen times in the
course of three days. This, it is
believed, was due to the fact that
the splices were so narrow that
there was not sufficient cement to
hold them together.
City, will be the house manager of the
new State. George J. Reister. manager
of the U. S. theatre, Hoboken, will as-
sist in the booking of attractions, while
Harry P. Diggs is director of publicity.
The policy of the State will be two
shows daily, dollar top admission, with
a program of first run big specials and
vaudeville. D. W. Griffith's "Orphans
of the Storm" was the initial attraction,
with Lillian and Dorothy Gish appearing
iii person at the theatre during the show-
ing.
CITIZENS COMPANY HAS
COMPLETED NEW HOUSE
The Lark is the name of Brazil's new
picture theatre erected by the Citizens'
Theatre Co. at a cost of $100,000. It is
constructed of Brazil face brick and terra
cotta, with steel and concrete. It has a
seating capacity of 900 and is equipped
with all conveniences of a modern the-
atre. There is a mezzanine floor and a
restroom for women.
William H. Leavitt is manager of the
theatre. Directors of the Citizens' The-
atre Co. are William Zeller, T. A. Walsh,
Simon Zeller, John A. Morgan, W illiam
Siegelin, Carl Cutshall. A. W. Knight. A.
C. Miller and A. B. Cooper.
PLANS $80,000 THEATRE
Plans are being made for the erection
of an $80,000 motion picture theatre in
Indiana Harbor, Ind., by James Piwa-
ronas. a groceryman. It was originally
planned to have the theatre erected by
John Kctcik. proprietor of the New
Home theatre.
Used Fotoplayer
at a Bargain Price!
Remarkable opportunity for motion picture theatrel
Fotoplayer in perfect condition; gives complete orches-
tral reproduction; played by hand or from double-
tracker play er piano; provides excellent picture muiic
at minimum cost. Music continuous— no pauses for
rewinding — can be changed instantly to fit the scene.
A chance to make your music, as well as your films, a
source of steady profit! Terms. if desired. Satisfaction
Guaranteed. Write for full description.
A. C. Cox, 717 Tribune Bldg., Chicago
Now Serving 250 Thealres^Each Week
The National Poster
& Printing Co.
An Advertising Service for the Exhibitor
506 S. Wabash Ave. CHICAGO, ILL.
PHONE WABASH 6722
Program* made up complete, we
furnish cuts and copy. Dodgers
on all features.
WRITE FOR SAMPLES
May 13, 1922
EXHIBITORS HERALD
89
DRGANISTS SOCIETY TO
SHOW POSSIBILITIES OF
MUSIC WITH PICTURES
A demonstration of the possibilities of
he organ in connection with the pres-
entation of motion pictures will be given
luring Music Week on May ."> at the
A'anamaker theatre, New York City, un-
ler the auspices of Society of Theatre
)rganists. Hugo Riesenfeld has loaned
notion pictures for the occasion and a
nodel motion, picture entertainment,
howing what can be done with fine films
nd the highest type of organ accom-
■animent will be staged.
Walter M. Wild, organist at the Shcr-
:lan theatre, New York, will open the
• rogram with an organ solo and will play
he accompaniment to Tony Sarg's car-
oon, "The Tooth Carpenter," showing
hat "a trick organ" is not a necessary
djunct to comedy films. George Cook,
irganist at the Brooklyn Strand, will
ilay the post scenic "Raindrops" and
:rank S. Adams of the Rialto theatre,
sew York, will play an adaptation of
lugo Ricsenfeld's orchestra score to "Dr.
ekyll and Mr. Hyde." Patrons of the
iialto will recall this as an outstanding
ccomplishment in the way of fitting
nisic to pictures and Mr. Adams is an
xpert at adapting such a score to the
rgan.
Lovers of good pictures, of good music
nd of the harmonious combination of
oth arc expected in large numbers to
ttend the demonstration.
EXHIBIT WIRELESS SET
AT WASHINGTON SHOW
The Lyradion Sales and Engineering
Company of Mishawaka, Ind., will be
niong the exhibitors at the Equipment
ih"ow at the Coliseum,- Washington, D.
I., which will be held simultaneously with
he National Convention from May 8 to
-lay 12.
The company will have its complete
vireless receiving set in operation. The
istrument has previously been exhibited
t Detroit and New York where it has
ttracted much attention and considerable
omment.
HORN MADE ACCESSORY
MANAGER OF PARAMOUNT
Claude Saunders, director of Paramount
xploitation, announces that J. Albert
I horn has been placed in charge of the
e-organized department of lithographs
nd lobby accessories.
Mr. Thorn is a well-known showman
nd has been with Paramount five years,
luring which time he has managed the
rt department in charge of preparation
f Paramount posters.
VLHAMBRA CORP. PLANS
ROCHESTER HOUSE
The Alhambra Theatre Corporation, of
hicago, has qualified to do business in
ndiana with a capital stock of $40,000.
Hiram G. Miller, of Rochester, is
amed as agent. The company proposes
3 erect the Manitou theatre at Rochester,
^he seating capacity will be 850.
INSTALLS NEW ORGAN
The Cozy theatre, Topeka, Kansas, has
ompleted the installation of a new Hope-
ones organ.
What experienced exhibitors
say about Monsoons:
Our Monsoon System paid for itself
during July and August in increased
business.
W. J. Coulter
Bluebird Theatre, Richmond, Va.
Last summer, our theatre was perhaps
the coolest in this state. And this
fact was commented on both by our
patrons and by other managers.
I. J. Hoffman
Capitol Theatre, Ansonia, Conn.
Monsoons paid for themselves in a
little more than two months the first
summer And last summer did the
same thing all over again. So I am
well satisfied
A. J. Paul
Royal Theatre, Galion, Ohio
It was a pleasure to be able to ke< p
our theatre so cool during the very
hot weather. The extra business
we got on account of Monsoons well
repaid us for our investment.
Fred A. Rice
O-AT-KA Theatre, Warsaw, N.Y.
Thanks to Monsoons, our receipts
showed a better business during the
summer than at any other time.
W. A. Partello
Majestic Theatre, Mansfield, O.
Despite the slump of the remainder
of the year, Monsoons increased
business last summer and were highly
satisfactory.
Sidney E. Samuelson
Park Theatre, Newton, N. J.
Monsoons in our Palace and Regent
Theatres proved an exceptional factor
in combating torrid weather. Our
patrons remarked on how delightfully
cool our houses seemed in spite of the
heat outside.
S. N. Chambers
Miller Amusement Co., Wichita,
Kansas.
Our Grand Theatre was the subject
of favorable comment regarding its
cool atmosphere. The entire house
is made most comfortable by Mon-
soons.
L. M. Crawford
Amusement Syndicate Co.,
Topeka
Install Monsoons for THIS summer.
Our liberal terms make it easy for you.
Write for Booklet T-20
Monsoon Cooling System, Inc.
71 North 6th St., Brooklyn, N. Y.
Philadelphia, Pa., 726 Bulletin Bldg.
Negative Titles From Type!
USE ANY STYLE OF TYPE
<J We want your title work. Over 40 late type faces to select from.
Not an experiment. Our product has been proven and found A-l in
every respect.
<I We specialize art trailers and furnish all Balaban & Katz Theatres
in Chicago with this service. Nuf ced!
<I It's all done by a U. S. Patent Process, owned and controlled by
S828 Broadway
Chicago, III.
Photo Play Title Co.
Phone
Edgewater 0762
J. W. ASTON, Pres.
90
EXHIBITORS HERALD
May 13, 1922
1,000,000 FEET WEEKLY
American Film Company has a film printing capacity of one million feet a
week. That is why we can so emphatically promise the very best seivice.
And our film printing is better. Our highly-trained organization of experts
are ever-anxious to get the most out of your negatives. That we do highly
satisfactory work is proved by the volume of our business.
Furthermore, our prices are right,
you a special price estimate.
Tell us your requirements. Let us make
We store your negatives free.
Write us for full particulars.
Developing
Printing
Tinting
Toning
Editing
Titling
Ordinary film reduced to American Stand-
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(Absolutely fire-proof film passed by all fire
underwriters.)
Laboratory Capacity One Million Feet Per Week
AMERICAN FILM CO., Inc.
La boratories
6227 Broadway, Chicago, 111.
and
London, England
SAMUEL S. HUTCHINSON, Pres.
American 10 Points
QUALITY. Prints known for bril-
liancy and clearness. Expert staff
trained by years of experience, as-
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REPUTATION. Gained in 10 years
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RESPONSIBILITY. A concern of
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LOCATION. In the proper geo-
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EQUIPMENT. All of the most
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CLEANLINESS. Within two blocks
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SAFETY. Plant approved by both
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PROMPTNESS. Accustomed to
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PRICES. Reasonable and com-
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GUARANTEES. Write for our
unique guarantee of quality work.
Every Exhibitor Can Offer
Organ and Orchestra Music
DEHIND every screen offering
certain factors give an appro-
priate satisfactory background. The producers
have made the visual background, but you
must contribute the imaginative one.
Only carefully chosen, pleasingly rendered
music can produce this thing that every
producer, exhibitor or patron recognizes as
"atmosphere."
Because the Cremona Theatre-Organ has
been developed to meet the highly specialized
requirements of film accompaniment, it is
recognized as the last word in an instrument
of this character.
It is unexcelled as a hand-played organ.
In addition a double roll system permits
playing with standard player roll, or by solo
roll with instant changes.
Our attractive selling plan is of interest to
every exhibitor seeking leadership in his town
regardless of its size.
The Marquette Piano Co.
CTllt - Chicago. U S A
Cxtmotia
Theatres
Providing Comfort for Fans Is
an Asset. Exhibitors Know
This. Palaces Are Going Up.
Only the Latest Equip-
ment Is Being Installed
New Projects
Lodi, Cal. — Frank Besley, local man-
ager for Turner & Dahnken, has an-
nounced that a new theatre to cost $100,-
000 will be built here to be known as the
T. & D. Jr.
*
Oakland, Cal.— William A. Rusco,
manager of the company producing
shows in the Oakland Auditorium states
that Oakland capitalists plan to erect a
new theatre here to cost approximately
$1,000,000.
*
Warren, O. — Excavation work has
been started by Contractor Charles
Shutrump & Son for the new theatre
to be built on Market near Pine streets.
*
Santa Barbara, Cal. — Promoters, whose
names are not disclosed are contemplat-
ing the building of a ten-story office
and theatre building on State street here.
*
Oakland, Cal. — Work of wrecking the
present structure on which will be built
the new theatre of Fox Film Corpora-
tion has been started. The building will
contain stores and offices, the theatre tc
seat 3,000. The cost will be $750,000.
*
Troy, N. Y.— J. C. Rosenthal will builc
a new theatre here at a cost of $115,000
*
Mt. Horeb, Wis. — J. Fred Lauder ha;
started construction of a new theatre hen
which he will name the Apollo.
Dorchester, 111. — Eli Gore, whose the
atre was destroyed by fire, has an
nounced that he will rebuild.
*
Henryetta, Okla. — J. A. Feeney wil
build a new motion picture theatre it
this city in the near future. The seat
ing capacity is planned at 450.
*
Flushing, N. Y. — Ward & Glynne hav
filed plans for a motion picture theatr
at Jackson Heights to have a seating ca
parity of 1,800.
*
Ownership Changes
Jackson, Mich. — McLaren Amusemen
Company has taken over the Orpheun
theatre. The house has been rename
the Capitol.
*
Marlow, Okla. — J. S. White, owner 0
the Whitney theatre, ha> purchased th
Pastime theatre, which he has closed.
*
Watseka, 111.— R. A. Schobe of Kent
land, Ind.. and A. M. Robertson r
Rensselaer have purchased the 1'alac
theater in this city from Ben Grice.
*
Brayton, la. — Pete and Chris Jense
have sold the Princess theatre to Williai
Pries of this city.
+
Kalamazoo, Mich. — The New theatr
on West Main street, owned and opci
atcd by Koch & Buchte, has been pu'
chased by P. C. Schram. owner of th
Lyric and Orpheum theatres.
May 13. 1922
EXHIBITORS HERALD
91
St Louis, Mo. — O. C. Lehr has taken
)ver the Yale theatre, 3700 Minnesota
ivenue, formerly managed by J. Rosen-
hal.
*
Philadelphia, Pa. — The one-story brick
notion picture theatre has been sold by
lubin Goldnne to A. Lisan.
Fort Madison, la.— E. C. Weber has
.urchased the Grand theatre from Mrs.
Knna Diekman.
Openings
Wichita, Kan.— The Miller Theatre
"ompany. Lewis Mark Miller, president.
>pened the new Miller theatre on May 1.
Ocean Park, CaL— The Dome, $200,000
lotion picture and vaudeville house, has
■een opened. The theatre is operated
■y Venice Investment Company, asso-
iated with West Coast Theatres, Inc.
The seating capacity of the house is
.500.
Freeport, 111. — John F. Dittman has
pened his new $250,000 Lindo theatre,
iving him four houses in Freeport.
Milwaukee, Wis. — The New Garden
neatre. seating 1,410, has been opened,
.eo Landau, manager of the Alahambra,
ill manage the Garden.
•chenck Assigns Brock
To Foreign Department
Louis Schenck, formerly foreign rep-
;sentative of Selznick-Select Films, has
een engaged by Joseph M. Schenck to
ssist in foreign affairs relating to the
'orma Talmadge, Constance Talmadge,
.ichard Barthelmess and Buster Keaton
irst National pictures. His headquarters
re at 1540 Broadway, New York. He
*ill work in association with Felix F.
eist.
,oast Company Producing
Travesty on Yellow Press
Production is under way on "The Night
ife of HolUwood," a travesty on the
msational articles whicii have appeared
i the press. Fred Caldwell is directing
te picture for Commonwealth Motion
icture Producers. Frank Glendon.
isephine Hill. Jack Connolly and Gale
[enry are in the cast.
Advertises His
New Equipment
A large portion of a four column
newspaper advertisement advertis-
ing his program is used by R. A.
Gill of the Erie theatre, Hugo, Ok-
lahoma, to tell the public of a new
converter installed in the projection
room of his theatre.
"The purpose of this is to con-
tinue with the policy of giving our
patrons the very best," reads the
advertisement. "T h e converter
maintains a steady brilliant light
that projects a picture upon our
screen that is a delight to the eye —
and we are sure that it will meet
with your approval.
"Showing 'Quality Pictures' with
'Perfect Projection' the Erie merits
and appreciates your patronage."
A MESSAGE FOR YOU
"XL i - I WEST
"T
UNION
TELEGRAM
1922 APR 14 Ml 3 4a
RECEIVED AT . , . . , .
Cor. JacksorvA La Salle Chicago
52&G 79 NL
IP PITTSBURGH PENN 13-
LU Ml NUS SIGN CO 10737
1400 SOUTH MICnlGAN BLVD CHICAGO' ILL
MA I L IMG CONTRACTS FOR COMPUTE SI GN EQUIPMENTS MANOR T.lEATRE AT
SQUIRREL -tILL AND LIBERTY THEATRE AT NEl KENSINGTON STOP ALSO
CONTRACT FOR ADDITIONAL SIGNS RECENT THEATRE STOP ALS0SENDINC
LIST OF LETTERS NEE DE D TO REPuACE BROKEN RAISED CLASS LETTERS FOR
BOTH RECENT AND LIBERTY THEATRES AT EAST LI BERTY STOP 1ILL REQUIRE"
APPROXIMATELY JHKC HUNDRED FIFTY FF I TEEN INCH AND SAME NUMBER
TWELVE INCH LU Ml NUS CHANGEABLE ATTRACTION BOARD LETTERS STOP
■HEN CAN YOU SHIP 1 1 RE AN31ER
3 OtLAND ANID CLARK THEATRES.
It IS rather unusual to receive a telegraphic order, such
as the above, for electric signs.
It is not unusual, however, for LU-MI-XUS to receive such
orders from large theatre operators — after they have
once allowed LU-MI-XUS to prove its claims.
Once a LU-MI-XUS owner, always a LU-MI-XUS booster.
LU-MI-XUS electric signs and attraction boards are used exclu-
sively by such large theatre operators as Orpheum Circuit, Chicago;
Ascher Bros. Theatrical Enterprises, Chicago; Rowland & Clark Thea-
tres. Pittsburgh ; Gus Sun Amusement Co., Springfield. Ohio : I. Libson
Enterprises, Cincinnati, O. ; A. H. Woods Theatres, Chicago, Xew York.
LU-MI-XUS electric signs and attraction boards are specified by
such prominent theatre architects as Thomas Lamb, Xew York City:
Henry L. Xewhouse, Chicago; C. Howard Crane, Detroit, Mich.; De
Rosa, Xew York City.
This constitutes but a very few of the larger architects and theat-
rical men, all of whom are most prominent in their lines, who indorse
and recommend LU-MI-XUS electrical displays, not only for their own
use but for that of others.
The new type of LU-MI-XUS attraction boards, with the glass in
, the board instead of in the individual letter panels, not only eliminates
breakage of glass in the handling of the letters, but greatly facilitates
handling and changing of reading matter on account of the lightness
of weight and the indestructibility of the letters. The glass being in
large panels further facilitates cleaning as it is easier to clean a large
plain surface than individual letters.
LU-MI-NUS manufacture electric display signs — roof
signs — marquise signs — as well as interchangeable at-
traction signs of all kinds.
SPECIALISTS IN ELECTRICAL ADVERTISING
ELECTRIC
SIGNS
Inc.
1402 South Michigan Blvd.
CHICAGO
92
E XHIBITORS HERALD
May 13. 1922
There is just one big
reason why Colum-
bia Projector Car-
bons are used every-
where:
— they make
better pictures
Incidentally they score
high in economy
Write for Information
National Carbon Company, inc.
Cleveland, Ohio
San Francisco, Cal.
No Sets to Be Built
For New Neilan Film;
Waste Is Eliminated
Marshall Neilan announces that the
building of artificial sets will be elimi-
nated in the production of his next First
National attraction, "Her Man." In this
manner, the producer believes, waste will
be eliminated and a minimum of expen-
diture will be maintained.
The scenes for the new Neilan pic-
ture will be staged in genuine buildings,
Mr. Neilan having moved his production
forces to an old fashioned hotel such as
figures prominently in the story. A new-
portable electric generator makes this
plan possible, it is said.
This plan was inaugurated to a degree
-in the production of "Fools First," Nei-
lan's forthcoming feature. It is declared
to have proved very satisfactory.
Associated Exhibitors
Films at Kunsky Houses
Three Associated Exhibitors features
were booked by John H. Kunsky for
simultaneous showing at the Capitol and
Liberty theatre. Detroit, the week oi
April 9. Florence Vidor in "Woman,
Wake Up" was the attraction at the
Capitol. The double feature program
at the Liberty consisted of Harold ,
Lloyd's "A Sailor-Made Man" and the 1
production, "Handle with Care," featur- j
ing Grace Darmond. In Tulsa, Okla. |
two Associated Exhibitors features had
simultaneous runs, in different theatres.
"Woman. Wake Up" played at Ralph
Talbot's Majestic, while "A Sailor-Made
Man" was enjoying a second run at
Harrv Castle's Palace.
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giving perfect tonal effects-
easy to play — the ideal instru-
ment for the exhibitor who
wants better music at
LESS EXPENSE
Send us full details regarding
your requirements and we will
give you an estimate within the
reach of your means.
COBURN ORGAN COMPANY
220 NO WASHTENAW AVE . CHICAGO. ILL.
MODERN PROJECTION EQUIPMENT
FEATURES NEW WORLD THEATRE
DATA ON WORLD THEATRE AT OMAHA
Seating capacity, 2,500.
Size of booth, 12 by 26.
Width of house, 110 feet.
Screen, Sosman & Landis.
Organ, Wurlitzer Hope Jones.
Manager, Arthur Frudenfeld.
Length of throw. 120 feet.
Height of theatre, 62 feet.
Length of house, 132 feet.
Amperage, 75.
Admission, .10 to 75 cents.
Electrician, Otto Hansen.
The projection room of the World the-
atre. Omaha. Nebraska's new $400,000
playhouse is one of the best designed and
equipped rooms in the country. It is
located in the upper end in the rear of the
balcony.
There are two rooms belonging to the
projection department. One contains the
two sets of Wagner converters with
forced draft cooled resistance units, also
the switchboard panel and individual ven-
tilating plant for the projection room
itself. The other is the projection room
which measures 12 feet by 26 feet.
Use Motiograph Machines
The full finished walls are painted a
dark preen. The floor is cement which is
covered with extra heavy cork linoleum.
Special concrete inserts have been made
in the floor, the exact size of the ma-
chine pedestals, into which were placed
large lag bolts to insure absolute rigidity
of the equipments after installation.
A battery of the latest type Motiograpfa
DeLuxe equipped with specially made G.
E. High Intensity Arc Lamps and with
special J/2-size lenses, have been installed.
The machines were specially finished b>
the Enternrise Optical Manufacturing
Company in a light blue enamel. All wir-
ing is brought up through the floor bast
of the machines, making a neat installa-
tion as there arc no wires or conduit ex-
posed to view. In addition to the threi
DeLuxe machines, is a specially dcsignei
dissolver, also enameled in light blue tt
match the projectors.
Automatic Shutter Plan
Spotlight equipment consists of two »
the latest type Universal Iris dissohnni
shutters. All outlet ports are operatec
by- a single safety cord which operate'
automatically or manually. ^AiirIc c-
projection is approximately 28° and spe
cial aperture plates were furnished 1<
overcome keystoning.
The rewind bench is of marble slab .
inches thick, upon which is mounted tin
enclosed rewind and film inspection rc
wind with patching block.
O. E. Wickland and M. Paden arc In
operators who will see that World pa
trons arc given the best of service in th
form of proper projection from the pr«
jection room.
lay 13, 1922
EXHIBITORS HERALD
93
"Where-Can-I-Buy-It" Section
A one-inch advertisement costs S3. 75 per insertion for a minimum of four insertions. At option of advertiser copy may
be changed after every fourth insertion. Check, money-order or cash must accompany order.
FULCO-SCHAFFER SALES CO.
>4 E. 8th St. 3301 Olive St.
Chicago St. Louis
Distributors Powers Projectors
Equipment Supplies and Accessories
TAILORED CHAIR COVERS
Lend Beauty and Personality to your Theatre
Perspiration and Dust Proof —
Can be cleaned without removing
Largest assortment in U.S. — Nominal cost — Sena1 for samples
14 E. Jackson DUBLTEX
Boulevard Paul Bush. Mgr.
Chicago.
Illinois
The Sensation of the Season
L. CASE RUSSELL'S
TEN NIGHTS IN A BARROOM
with JOHN LOW ELL
Distributed in Indiana and Northern Illinois by
PROGRESS PICTURES CO.
808 So. Wabash CHICAGO. ILL.
EXHIBITORS
SUPW9GN ._ EXCHANGE
Special
Children's Matinee Subjects
make it a day of profit
SEND FOR LIST
The Lea-Bel Co.
804-806 S. Wabash Ave., Chicago
XPERTSandspe- I
cia lists in De- 1 1
'oping Printing
Tinting - Toning
- T itle work and
Animation at the
trades lowest prices.
W rite or wire nou)
for quotations
G. E. MAZDA
EQUIPMENT
Authorized Distributors
Full Particulars Furnished
Complete Theatre Equipment
MONARCH THEATRE SUPPLY CO.
724 So. Wabash Ave. 228 Union Ave.
CHICAGO, ILL. MEMPHIS, TENN.
INCORPORATED
STUDIOS
1717-1729 N WELLS ST.
CHICAGO
The New Headquarters of
SAM GOLD ADVERTISING CO.
Second Floor 736 S. Wabash
Tel. Wabash 8804 — Chicago
Furnishing a productive and superlative advertising and
publicity service lo the moving picture trade.
Photogravure for Advertising
Beautiful Dignified Compallinz
Western Photogravure
Company
1821 Bertau Ave., CHICAGO
WHAT DOES
the HERALD
SAY?
"Hot Sparks"
from reliable concerns able to supply your theatre
requirements.
If what you require is not listed, please write us
and we shall have the proper party get in touch
with you immediately.
This is the opening insertion of a live Market Di-
rectory for the industry. It is in answer to a con-
tinuous flow of requests for the names of concerns
who supply theatres with various independent
films and accessories.
CHICAGO TRADE EVENTS
Lowell in Person at
Loop Draws Crowds
Star of "Ten Nights" Spends
Week Here During Run
of Arrow Picture
John Lowell, star and producer of
"Ten Nights in a Barroom," was Chi-
cago's guest last week. And the actor
was greeted with open arms, judging
from the box office receipts at Barbee's
Loop theatre, where the picture played.
Draws Crowds to Loop
Lowell's personal appearances at the
loop were confined to one week, owing
to other engagements through the
Middle West and East.
During the few days he was here,
however, his personal appearances were
an adjunct in drawing the crowds to the
Barbee house.
The star found no opportunity to be-
come lonesome while in the city. When
his admirers were not applauding his
appearance, his numerous friends in the
city occupied his time.
Davis Exploits It
Exploiting Mr. Lowell's personal ap-
pearance and the run of the picture was
J. Charles Davis. 2nd., head of the ad-
vertising force of Arrow Film Corpora-
tion which is distributing the special
on the state right market.
Arrange Premieres for
"Orphans of the Storm"
Premier showings for "Orphans of the
Storm," the latest D. W. Griffith produc-
tion for United Artists, have been arranged
in Milwaukee and Indianapolis.
In Milwaukee, the picture opens a three
weeks run at the Alhambra, May 6. Jimmie
Ashcraft is in charge of the exploitation.
The Indianapolis premiere opened at the
Ohio theatre, April 30. Sam Blair is- in
charge of the advertising during the three
weeks run there.
* * *
Joe Smith, formerly assistant to Walter
Hylan, at Universal exchange, has been
promoted to the poster room, succeeding
Jake Block, who resigned last week.
* * *
District Manager Pen rod spent a couple
of days at the local R-C exchange, in con-
ference with "Pop" Plough, last week.
JACKIE COOGAN, in character, from
his latest production, "Trouble."
Alley's Film Wins Praise
Of Newspicture Officials
Norman W. Alley, International News
cameraman, has won the praise of officials
of the newspicture company for his unusual
scenes of the disastrous flood which
recently devastated Beardstown, Irvington,
Aldridge and other Illinois towns. The
scenes are shown in International News No.
32 published by Universal.
An idea of Alley's enterprise is found in
the fact that he beat the regular news re-
porters out of the flood zone with stories
and pictures of the catastrophe.
Indict Fight Film Agent
James McGrath of the Planters' hotel has
been indicted by a federal grand jury for
transportation of motion pictures of the
Dempsey-Willard fight in violation of the
law.
0 0 0 0
J.E.WILLIS
P
F7D4CRAFT
o
o
o
TRAILE
RS
o
Amendments Offered
On Censor Ordinance
Council Committee Is Making
Headway on New Legal
Regulatory Bill
The Olsen sub-committee of the city
council seems determined in its considera-
tion of an ordinance to slap censorship on
Chicago.
Prohibits Nicknames
Alderman Robert R. Jackson, negro rep-
resentative from the second ward, offered
an amendment, which was adopted, which
would eliminate all ridicule from films. The
amendment provides for the prohibition of
such words as "turk," "kike," "dago,"
"nigger," "coon," "mick," and "darky."
Further, the amendment provides for the
elimination of "terms, titles, or phrases"
which reflect "opprobrium or ridicule on a
race, nation, religious sect, denomination or
constituted authority of the law."
Favor Inspectors
An amendment was offered by Alderman
John Coughlin providing for systematic in-
spection of all motion picture theatres in
order to prevent exhibition of cutouts. This
also was adopted by the sub-committee.
Burch to Continue as
Manager at McVicker's
When McVicker's theatre
tober, John C. Burch will
destinies. During the recon
he will supervise the build
Jones, Linick & Schaefer.
membered that Mr. Burch
building and management
avenue. Willard and Plaza
L. & S.
opens next Oc-
again direct it!
struction perio(
ing process fo:
It will be re
supervised thi
of the Wilsoi
theatres for J
If you want to bet on the ponies drop i
to the R-C exchange and talk to Al Hoff
man or A. G. Spence. Al tried to sell
Herald representative a bet on a hors
called "Alert" last week and he informe
us she was "Queen of the turf."
* * *
Our old friend Sam Atkinson is again
full fledged theatre manager, having bee
appointed manager of Ascher Bros. Adelph
NEWSPICTURES
(Concluded from page ;$)
ington Honors Grant— Cambridge Crew |t»
Harvard — Atlantic City Couple Married in S»
Connecticut Veterans March in Revolutions
I'niforms — Launch Largest Caisson in rntl
.lelphia— Women Writers Meet in Washington
Air Driven Auto Zion City Product— Harry H»r
Wins Golden Gate Classic. ,
SELZNICK NEWS, No. 1034: Robert >
Service Sails for Europe — Speed Boats J**? J
Monte Carlo — Princeton Professor Produc
Light Without Heat — Springfield, Mass.. U>
ductor Inherits $4.750.000— Horse and Dog M'
Eaten in Germany— Howard Chandler tnni
Selects Most Beautiful Girl — Chicago W
Wrecks Steeple Halts Traffic— Scenes of Uen
Con ference.
L
May 13, 1922
EXHIBITORS HERALD
95
CHICAGO PERSONALITIES]
— — — — — — — — By Mac — — — — — » — —«J
WE hear Billy Pearl, Highland Park's
classy exhibitor, has a "hard one" to
solve. Understand Billy and the Mrs. are
i»oing to the big Washington convention in
their motor car and can't quite decide
whether it will be the big Lincoln touring
jr the Packard town-car. That's all right,
Bill, flip a coin, either is okay ! Must be
:ough to have such problems to annoy one.
* * *
While alluding to affluence, observed
Willie Hershberg having his daily shine
served him while busily engaged sorting
lis flock of celebrated contracts. Regular
-pendthrift, for a tip — Willie informs the
iuvenile polish expert to hop across the
itreet and visit the Scown building. Just
nention my name kid, they're all friends o'
nine! Wadderyer mean, friends?
* * *
Abe Teitel, the man who knows how,
ust told us he completed renewing copies
>f Universale big special, "Foolish Wives,"
ind First National's "Smiling Through,"
vith his special and exclusive process of
enovation.
* * *
Cresson Smith, manager of the local
Jnited exchange, passed his spare time last
\eek hopping the Century, April 22. Hung
iround 42nd and Broadway long enough
or th Vanderbilt crew to police up the
rain, returning that afternoon for Chi.
A'hy not try checkers, Cress ? Less ex-
icnsive and an easy time killer.
* * *
Sam Gold is now back again on the Row
vith his shingle hanging at 736 South
■Vabash avenue telling the world Sam Gold
\dvertising Company is now ready to serve
em all with up-to-the-minute publicity and
dvertising service.
* * *
Our radio operator cut in on a flock of
vayes from New Orleans the other day
vhich told us our ol' pal. W. W. Anderson,
nanager of Pathe's N. O. exchange, former
issistant here, romps home with that big
'2,500 purse which his company hung up
or the sales organization throughout the
iNITA STEWART, appearing in "Rose
o' the Sea," directed by Fred Niblo
and d'stributed by Associated First
National.
nation to fire at. And they say "the south
is filled with hook-worm." We are all sure
happy to learn of "Andy's" good fortune.
* * *
By the way, "Who is Jim, the penman?''
We pass — might drop up and quizz the
Chin-Chin duo, Florine and Peters ! Should
"Pete" be slumberin'. page Chub.
* * *
Another famous golfer was welcomed
into local film circles last week. William
Nuttall, known throughout the British
Isles for his prowess with the little elusive
pill, informs us he would more than wel-
come an opportunity to show Tommy
Greenwood of Hodkinson, what the game
is all about! All right. Tommy, you can
meet the expert at the Tisdale Film Cor-
poration.
* * *
Continuing the excitement, looks to us
as though Gradwell Sears of First Na-
tional turned over quite an expensive
"Paige" in film history the other evening at
Sheridan Road and Grace street.
* * *
Joe Campbell, manager local American
Releasing exchange, is busy hopping about
preparatory to their next big offering, "My
Old Kentucky Home." He tells us George
Levey is now covering Illinois and Indiana,
with M. Whitmoyer on the Wisconsin and
Iowa sectors.
* * *
Ralph Obenchain, star of "The Man in
a Million" feature, dropped in to visit
Clyde Elliott upon his arrival from the
Coast. Looks like Clyde will soon give us
all an opportunity to enjoy personal ap-
pearances with the film which the Clyde
Elliott Productions is now handling in this
territory.
* * *
"Admiral" Charley Miller of the local
R-C Pictures exchange informs us he has
just added another ocean greyhound to his
fleet. The steamer Florida, formerly ply-
ing between Detroit and Cleveland, will for
the future fly the "Miller pennant" from
her halyards while cruising Chi's vast coast,
Jackson Park to Lincoln.
* * *
Dave Dubin of the local Educational
sales organization in calling on Abe Cohen
of the Midway Hippodrome, learned that
Abe has a standing invitation to all inmates
of the Old Peoples' Home near by his
theatre, to come as often as they desire and
be his guests. Atta boy, Abe ! ! It does us
all good to hear tales like this.
J. L. Hunter, general sales manager of
American Releasing Corporation, dropped
in on Sid Goldman, district manager for
this territory, for a brief visit April 25
between trains.
* * *
Walter A. Rosenfield, associated with
Joseph Hopp in theatre enterprises at Rock
Island, is slated for the chairmanship of
the Illinois state senatorial committee.
* * *
And speaking of the Hopp family, Edgar,
who served in the World War in the photo-
Seraphic department, has just returned from
Montana where he was employed by Charlie
Sodell, photographing the new oil well ter-
ritory. He took over a thousand feet of
film at Devil's Basin and Catch Basin, near
Roundup, Mont.
HERBERT RAWLINSON and Barbara
Bedford in a scene from "The Man
Under Cover," just issued by Universal.
A crook play with several good comedy
situations.
Big Improvement in
New "Tess" Picture
Mary Pickford Sees Big Possi-
bilities in Remaking of
Previous Success
Of the three productions now under
way at the new Pickford-Fairbanks stu-
dio, Hollywood, only one so far has a
name, "Tess of the Storm Country,"
which Mary Pickford has selected as her
next screen vehicle. Douglas Fairbanks
is at work on his new picture, but has
not decided on a title, while Jack Pick-
ford, also is at work on a picture, which
Miss Pickford is supervising, but it also
is without a name.
Was Previous Success
.Miss Pickford's "Tess of the Storm
Country" was one of the first big photo-
plays made, and the original production
is said by United Artists to have been
seen by more persons than any film ever
produced. In fact, the original negative
has been so worn by constant printing
that one of the main reasons for Miss
Pickford's making a new "Tess of the
Storm Country" is to get another mas-
ter negative.
"This story offers unlimited possibil-
ities," said Miss Pickford recently, "and
naturally many of the finer things were
not developed in the first version be-
cause at that time we still were pioneers.
I hope to make the new 'Tess' more per-
fect than anything yet offered the pub-
lic on the screen."
Plan Many Perfections
In the refilming of "Tess" all of the
sub-titles that were overlooked before
will be incorporated, besides bringing
out all the perfection of production that
has been made possible by the progress
of the motion picture industry. John
S. Robertson will direct the production,
and it is expected that his handling of
"Tess" will represent the highest type
of directorial work.
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmes.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mar; Miles
M inter.
The Loggers of Hell-Roario' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), six
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels.
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Faire
Binnev.
God's Country and the Law. six reels, Gladys
Leslie. _ _ .
Love. Hate and a V\ onian, six reels-, Grace Davison.
A Yankee Go Getter, five reels. Neva Gerber.
Dangerous Paths, five reels, Neva Gerber.
Price of Youth, five reels, Neva Gerber.
Ten Nights in a Bar Room, eight reels, John
Lowell.
The Innocent Cheat, six reels. Roy Stewart.
Chain Lightning, five reels, Ann Little.
A Motion to Adjourn, six reels. Roy Stewart and
Marjorie Daw.
Back to Yellow Jacket, six reels. Roy Stewart and
Kathleen Kirkham.
The Broken Silence, six reels, Zena Keefe.
The Splendid Lie. six reels, Grace Davison.
Tbt- DoubleO, five reels, Jack Hoxie.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed through Pathe Exehangtt
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up I (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
Silas Mamer, seven reels. All-Star.
The Krai Adventure, five reels. Florence Yidor.
When the Devil Drive's, five reels, Leah Baird.
PLAYGOERS PICTURES, INC.
Oct. 9— Across the Divide, six reels.
Oct. 23— Tropical Love, five reels.
Nov. 13— Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dec. 4— The Ruse of the Rattler, five reels.
Jin. IS— Reckless Chances, five reels
Feb. 2<l — Hills of Missing Men. six reel-.
Apr. 2 — Sunshine Harbor, six reels.
Apr. 18- A Pasteboard Crown, six reels.
Apr. 2'A— Lonesome Corners, five reels.
May 7 — Tracks, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Crossing Trails, five reels, with Pete Morrison.
Gbost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
C. B. C. FILM SALES
The Victim, six reels.
Dangerous Love, five reels.
Captivating Mary Carstairs, five reel (Norma
Tilmadgr re-isue.)
The Heart of the North, five reels, Roy Stewart
Life's Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
ball Young.
Charge It, five reels, with Clara Kimball Young.
Where i> My Wandering Boy Tonight? six reels,
Cullen Latidis.
W hat No Man Knows, Clara Kimball Young.
The Worldly Madonna. Clara Kimball Young.
rAMOUS PLAYEKS-LASKV
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6.360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet.
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet.
The Red Peacock (Pola Negri), 6,735 feet,
A Game Chicken (Bebe Daniels— Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet
The Mistress of the World (Special — Chapter 2),
5.275 feet.
Her Husband's Trademark (Gloria Swanson),
5.100 feet.
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet.
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
The Heart Specialist (Mary Miles Minter— Real-
art), 5,000 feet. „ .
Beauty's Worth (Marion Davies — Cosmopolitan).
The Mistress of the World (Chapter 4), 3,825
The Green Temptation (Betty Compson). 6165
feet
Through a Glass Window (May McAvoy). 4.490
feet.
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton). 4 698 feet.
The Sleepwalker (Constance Binnev). 4 530 feet.
Bought and Paid For (Wm. DeMille Ayres-Holt),
:>,f)00 feet.
The Devil's Pawn (Pola Negri). 4,712 feet.
The Crimson Challenge (Dorothy Dalton). 4.042
feet. ,
The Truthful I.iar (Wanda Hawley). ->.21.1 feet.
The Spanish lade (Robertson Prod.).
Is Matrimony' a Failure? (All-Star). 5 812 feet.
The Good Provider (Cosmopolitan), 5 000 feet.
FIDELITY PICTURES CO
The Married Virgin, six reels.
Frivolous Wives, six reels.
FILM MARKET, INC.
The House Without Children, seven reels, with
Richard Travers.
The Supreme Passion, six reels.
The Nerer-do-Well. six reels.
FIRST NATIONAL
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod).
Blind Hearts (Boiworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
Ix>ve's Redemption, with Norma Talmidge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Pro.).
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Sella- Rork Pro.).
Shattered Idols (Frothingham Pro.).
The Barnstormer, with Charles Ray
Red Hot Romance, six reels (Emerson I.oos).
Penrod, eight reels. Wesley Barry.
The Cave Girl, five reels.
The Lotus Katcr, seven reels. John Barrymore.
Caberia, nine reels. Special.
My Boy, five reels. Jackie Coogan,
The Seventh Day, six reels, Richard Barthelmess.
A Question of Honor, six reels, Anita Stewart,
das. Oil and Water, five reels, Charles Ray.
Smilin' Through, eight reels. Norma Talmadge.
The Infidel, six reels. Katherine MacDonald.
The Woman He Married, seven reels, Anita
Stewart.
FEDERATED FILM EXCHANGE}
The Servant in the House, five reels, with all
star cast
Dangerous Toys, seven reels, with all-star cast.
Heidi of the Alps, Prizma.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Coart, clfkt
reels.
Thunderclap, seven reels.
Shame, 8,200 feet.
Perjury, 7,400 feet.
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARM'S) RKBIsti
His Greatest Sacrifice, six reels.
A Stage Romance, 6,418 feet
PEARL WHITE SERIES
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SERltUS
Ridin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SKRIHI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIES
Ever Since Eve, five reels.
Queenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DOSTIN FARNUM SERIES
The Primal Law, five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILRERT SERIES
Gleam o' Dawn, 4,178 feet.
2lfl'H rscsjTI «V RR K NT)
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy-Walker).
Whatever She Want* (Eileen Percy).
Smiles Are Trump (Maurice Flynn), five reels.
Extra! Extral (Walker-Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels. Claire Windsor.
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels. Nell Slip
man.
Old Oaken Bucket, five reels, All-Star
Good to Evil, five reels, Lucy Dorsine
Moongold, 8,176 feet.
Bear, Boy and Dog, two reels.
Puppy Days, 969 feet
Robinson Crusoe Hours. S66 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
Ace of Hearts, seven reels.
GOLDWYN PICTURES CORP.
For Those We Love, six reels.
Invisible Power, seven reels.
P. T. O. A. in Convention at Washington
Here's Another Big Winner!
\\ hen Xeilan makes 'em you know you Have
a Big Box Office Attraction. Joseph Plunkett
grabbed it quick for the New York Strand.
Don't let the grass grow under your feet —
for
Marshall Neilan's
"FOOLS FIRST
Suggested by Hugh Mac Xair KahUr's
story in the Saturday Evening Post
with
Claire Windsor. Richard Dix
and Claude Gillingwater
A First National Attraction
i^^M- i ir ^ fr y .
; =■
, 1
No. 21
IMR77.V /. QUIGLEY, PUBLISHER
Mav 20. 1922
CDKflNG UNIVERSAL;
r ^Priscilla
£>ean
II
in a maqnificent picturizatton
or Ouida's World -famous novel
with a superb cast headed by
lias Kirkwood. Directed by
Tod Browning
Under Two
Tlaqs
On Oil Stat Cast
-featurinq
House Peters
TkStom
Trom Georqe Broddhursts
production of Lanqdon
McCormick's Broadway
sensation . Cast includes
Matt Moore Virqinia Valli,
and Josef Swfckard
Directed by Reginald Barker^
II
Reginald
Denny
pnd an All -star Cast in
The Kentucky
Derby
made from ChasT Dazey's "The
Surbutban 1 one of the qveatest
successes in the history of the
theatre. Directed bq Kinq Baqqot
cast includes Lillian Rich, Emmett
Kinq. Lionel \Be[moze,U 'alter H£Gvad
and others
House Peters
and an Jill -Star Cast in
II
Human,
Jfearts
Tfal Beid's famous Stage Play
made into a Superb Drama by
Kinq Baqqot , Cast includes
Edith Hrttor, Russell Simp-
son, Georqe Hackathorne,
Mary Phi Ibin, Gertrude
Claire and others
•
and I'm coming fast !
'ATCU FOR->
|Our campaign
)ook- full dotails
ibout nation wide
»xploihtion tie-up
irranged by Universal
FIRST AS USUAL !
Carl LaommlG, pionoGv producer
of the newrdea chapter plaqs,
again offers Exhibitors a great
cnance to clean up. Here is the
most popular and 'most trmeltj
subject on eavth-RADIO - madG
into a big stirring chapter plaq
Sure to sweep the nation hq storm.
tfs a Universal — of course !
20, 1922
EXHIBITORS HERALD
5
Get Acquainted with Your
Exploitation Man!
UST because you've signed your name on the
*J dotted line, don't think for one minute that Para-
mount has lost interest in you. We haven't.
You haven't bought just pictures; you've investec1
in profits.
And Paramount goes the limit in helping you get
those profits!
There's a Paramount exploiteer in your exchange
who is at your service to help you put over Para-
mount Pictures. He'll do anything, from giving sug-
gestions to outlining and executing a complete cam-
He is a trained showman — working for you, but
on our payroll. Just how far he goes is up to you.
It doesn't matter how big or how small your house
him — and stick till you've got the results you want.
This service doesn't cost you a dime. It's a purely
Paramount service, and it goes with Paramount
Pictures.
Turn the page and read the telegrams from
satisfied exhibitors who were helped by exploitation
men. These telegrams were selected out of thou-
sands similar — and they all came unsolicited. They
tell you, better than we can, how good Paramount
exploitation is.
Get acquainted with the Exploiteer in your ex-
change.
He's a good man to know.
(paramount (pictures
paign.
is, the exploiteer will come running when you ask for
EXHIBITORS HERALD
May 20. 19.
Here's What Exhibitors Th
We opened our new one hundred and
fifty thousand dollar theatre here last
night with "BREWSTER'S MIL-
LIONS." Played to packed house. Due
largely to exploitation and advertising
campaign arranged by Paramount Ex-
ploiteer. Unlimited publicity. Great
success. We are strong for Paramount.
JOHNSON & BANGS, RAWLINS, WYOMING.
We showed William S. Hart in
"THE TESTING BLOCK" today
and broke all records by wide margin
against strong opposition. Consider
results due to exploitation by Para-
mount Exploiteer.
ARTHUR S. SALTER, LIBERTY THEATRE
ROSWELL, NEW MEXICO.
It is superfluous to praise Paramount
pictures but I want to say that Para-
mount plus Paramount Exploiteers ex-
cels anything and everything. "THE
LIFE OF THE PARTY" and "FOR-
BIDDEN FRUIT" proved it this
week.
J. MYER SCHINE, NEW GLOVE THEATRE,
GLOVERSVILLE, N. Y.
"GILDED LILY" opened today to
packed house making new records. Re-
sults due to efforts of Paramount Ex-
ploiteer and Salesman. Allow me to
thank you for the co-operation re-
ceived. Campaign used new to people
of Oskalcosa.
GEORGE D. CRUZEN, RIVOLI THEATRE,
OSKALOOSA, IOWA.
Your department arranged campaign
for "RIGHT TO LOVE" that was
entirely different from anything ever
used. If more producers were to main-
tain departments such as yours, it
would mean more money to us all.
Accept thanks.
A. C SCHUNEMAN. ISIS THEATRE
WEBSTER CITY, IA.
"HELIOTROPE" opened today to
a tremendous business in spite of the
fact that factories have been closed
here for some time. Results due en-
tirely to work of Paramount Exploi-
teer. Thanks for courtesies extended
by your department.
CHARLES L McGUIRE, STRAND THEATRE.
WATERLOO IOWA
Paramont
Pictures
plus
Paramount
Exploitation
is a world-beating
combination
"SOMETHING TO THINK
ABOUT" opened last night bigger
than "HUMORESQU E." Credit
should go to your Exploiteer for per-
sonal efforts and high class exploita-
tion work which was more than ef-
fective.
A. R. LAWTON, CUMINGS THEATRE.
FITCHBURG, MASS.
"HUMORESQUE" broke all
records here. First picture to play
Cairo three days. Exploiteer's efforts
responsible.
A. L. MYERS, THEATRE, CAIRO, ILL.
New Fort Armstrong Theatre opened
tonight with "MIDSUMMER MAD-
NESS." Crowds more than capacity,
at least two thousand people being
turned away. Thanks for assistance of
Exploitation department.
JOSEPH HOPP, FORT ARMSTRONG
THEATRE, ROCK ISLAND, ILL.
Enthusiasm created by Exploiteer in
campaign on "FORBIDDEN FRUIT"
should bring record to our box office.
I am much pleased with co-operation
of your department.
R. W. STEEN, ATLANTIC THEATRE.
ATLANTIC, IOWA.
I certainly appreciate help from your
Exploiteer in helping to put over "TO
I AMOIJN I'l AY! RS l.\SKY< < >Kl'< >RATION jt
. AOOIDH ZUKOR d*>.4*al ,
PLEASE ONE WOMAN" n(
"HELIOTROPE" which a]
near future. It is certainly a ea
to an exhibitor to have this
tion. Thanks for your assista e.
him again.
C A. BLACK, SUN THEATRE, YOI ' j
"IDOLS OF CLAY" sh.en
previous records this week T
phenomenal considering ger al
ness conditions here. Succes s<
excellent exploitation servio en
by your representative.
EDDIE ZORN. TEMPLE EA
TOL 0.
In spite of terrible storm " iA
OF COURAGE" opened tc >hf
enal business establishing n ' r
for week. Your represent; it
picture unusual exploitation id
splendid tie-up with army.
JESS DAY, PALACE EA'
DES I INI
"BEHOLD MY WIFE" ro's
records for week. Credit d to
duction and exploiteer for Jhis
showing.
H. GOLDSTEIN. GREENLAND EA1
EAST LIVERP iL. I
Just closed very successf sis
engagement "ON WH '
DANCE" which no doubt v s di
exploitation used by your i >reJ
tive.
BARCLI THEATRE. SCHENEC DT;
Just completed three day :
"THE SHEIK." Admissi.
expectations in spite of cold
weather of the year. Attribi
your exploitation man.
E. VAN HYMING, PASTIME I
OTTAV
I want to thank you for tl sph
work done by your exploit on I
He has done wonders in plangl
mount before the public h H
after I will show Paramou p»cl
only. I am convinced it is e 5B
safest bet and the help of yr<H
ment is a big asset.
A. G. FORBES. AVON
. WATER 'W
A v
20. 1922
EXHIBITORS HERALD
Paramount Exploitation
wa the darkest, wettest, most
>le iy of the year, but thanks
r widerful production and ex-
on distance from your repre-
vt. THE SHEIK" opened to-
the est business in a long time,
ha.' been crowded all day and
as i t been an empty seat since
afir we opened.
0¥> SCHRADER, PITTSBURGH, PA.
lit e to register my approval
> spmdid manner in which
Aitual Paramount Week was
*r >y your Philadelphia Ex-
r. : had its effect not only in
*lph, but miles around.
BOEE BENNETHUM. CIRCUIT OF
HEATRES. PHILADELPHIA, PA.
is om a showman forty years
iinei. Fourth Annual Para-
Wk real incentive for patrons
immabit of attending theatres,
our Exploitation is responsible
jgdegree.
iGEI BUBB. MAJESTIC THEATRE.
WILLIAMSPORT, PA.
EGPTION" put over big.
s t your exploitation man.
THOMAS E. VALLANCEY.
' R E THEATRE. GLENDIVE. MONT.
u r exploitation representative
ed ne hundred percent service
oiing "THE AFFAIRS OF
'0 " Arcade Theatre here.
iig is talk of Salisbury and
y. .Vant you to know I appre-
L
INSLEY, ARCADE THEATRE.
SALISBURY. MD.
tie. last night to capacity busi-
ithTHE GREAT MOMENT."
iig arranged by your Exploi-
br ight the desired results.
I r this co-operation.
ATHAPMAN. ENGLERT THEATRE.
IOWA CITY, IOWA.
SIE THE CUP" exceeded all
atns on opening day in a bliz-
Eiloitation immense.
JONES. RANDOLPH THEATRE.
CHICAGO, ILL.
e st inaugurated record break-
ill season with solid week of
'oi t pictures. Through the
When you book
Paramount
Pictures
A
Paramount
Exploiteer's
Services are yours
for the asking
efforts of your Exploiteer. Delta has
had the most successful advertising
campaign in its history. Merchants
voted tonight big money in record holi-
day campaign tie-up windows and pub-
lishing a special edition of the Delta
Booster. Your representative has
promised to supervise it. Every ex-
hibitor owes you a vote of apprecia-
tion.
NOBLE G. PETERSON. LINCOLN THEATRE.
DELTA UTAH.
Your Exploiteer just finished cam-
paign for "ANATOL." He sold the
first double truck ever pulled here. I
think your department is a great asset
to exhibitor. Thanks for sending ex-
ploitation man. This is certainly great
co-operation and expect to break all
records.
J. W. FOSBENDER, DONELSON THEATRE.
CENTRAL CITY, NEBR.
Exploitation in this town means
fully fifty percent more box office
value. The pictures your Exploiteer
has put over for us lately have been
double in receipts over all other pic-
tures no matter what make. Hope
you will place us on his regular
calling list as we are one hundred per-
cent Paramount due to exploitation
services rendered by your department.
E. C. CLAPP. AMSTERDAM THEATRE.
AMSTERDAM N. Y.
iSSHfk: FAMOUS P LAYERS- 'AS K\ CORPORATION •
Exploitation and nothing else put
over to enormous crowds "CIVILIAN
CLOTHES" and "LADY ROSE'S
DAUGHTER." Crowds so big Satur-
day compelled to use side exits of
theatre to empty lobby so jammed
with people waiting to get in. Your
Exploiteer gave us wonderful co-op-
eration and exploitation. Again I
thank you.
NATE ROBBINS. AVON THEATRE.
UTICA, N. Y.
"A WISE FOOL" was put over for
the Central Theatre by your Ex-
ploiteer. He pulled several clever and
very original stunts that commanded
the attention of public.
LOU DeHOFF. CENTRAL THEATRE,
BALTIMORE, MD.
"BREWSTER'S MILLIONS" en-
joyed a splendid business during week.
Much of success of picture due to
efforts of your Exploiteer. Accept my
appreciation for courtesies extended
by your department.
DAN BERGUM. GARDEN THEATRE.
DES MOINES. IA.
The best year since I have been in
the business is sufficient assurance of
what a one hundred per cent Para-
mount program has done for me.
I congratulate the Famous Players-
Lasky Corporation and wish them
every success the coming year.
I also want to offer my congratula-
tions to your Exploitation Representa-
tive in Detroit, who has assisted
mightily in bringing about this
triumph.
EDDIE ZORN. TEMPLE THEATRE.
TOLEDO, OHIO.
Paramount Anniversary Month will
never be forgotten in the Strand's his-
tory. Starting with the big laundry
parade for '"SATURDAY NIGHT"
and ending with a stunt linking the
big butler review of fifteen people
with "HER HUSBAND'S TRADE-
MARK." each production scored a
knockout. This week — Holy Week —
we are playing to absolute capacity.
Your Exploitation Department is do-
ing wonderful work. My hat is off
to your Seattle man. Congratulations
and best regards.
H. B. WRIGHT. MANAGER,
STRAND THEATRE. SEATTLE. WASH.
■J
SPECTACULAR PRAISE FOR
A SPECTACULAR PICTURE
Albany, N. Y. — "J. P. McGowan in
The Ruse of the Rattler' is one
of the best Western pictures
screened in this ■city." — The
Times Union.
Columbus, O. — "McGowan makes
Wm. S. Hart look to his laurels as
a fast man with a gun and earns
for himself a fighting name." —
Columbus Dispatch.
Spokane, Wash. — "Lillian Rich is at-
tractive enough to make the heart
of any gunman turn over. J. P.
McGowan is a hero who gets
down to the business of
manufactur i n g thrills
satisfactorily." — The
Spokesman Re-
view.
NATION-WIDE!
IT'S A CLEAN UP !
J. P. Mc G OWA.N
The Ruse Of The Rattler
i Lillian Rich, Jean Perry, Gordon M'Gregor, Andrew IVa/dron and Others—
"'tHTIO AND DISTR,BUT£D BY A HERALD PRODUCTION
P\y GOERS PICTURES Physical Distributors
/n
10
EXHIBITORS HERALD
May 20, 1922
I
Help Thouxandr of
The Nationwide
Victor Record Tie-up
HERE'S a wallop! The Victor Talking Ma-
chine Co., with their five thousand dealer
agencipa throughout t he country, have agreed
to cooperate with exhibitors playing this picture.
<iet in touch with all your local phonograph
stores, and other stores selling Victor records,
as soon as you hook "The Sheik of Araby," and
arrange with them for window displays and
window cards tying up with the picture. Con-
sult the press sheet and get the dope.
The Smashing Tie-up
With the Music Publishers
WATTERSON, BKKIJN \ SNYDER are be-
hind you to a fare-the-well. With branch
offices in all the key cities and dealer agencies
everywhere they're going to push this song and
picture to the limit. They'll arrange window
displays in music stores in your territory; they'll
send out song pluggers to plug the song tit the
same time announcing tbe name of the theatre
playing tbe picture; they'll send out singers
everywhere ami will furnish a sinycr ami slides
lor use in your theatre. Immediately on hook-
ing tbe picture notify your nearesi music ex-
change manager of your playing date. You'll
tlml a complete list and informal ion in the
press sheet.
And the Big
Piano Roll Tie-up
THOUSANDS of piano rolla of "The Sheik of
Araby" arc heiiiK sold dully. .Ml piano
store*, uud other stores selling piano roll*., will
cooperate irlth yon to the Full eel on this picture.
Yon will Mini In em trilling to arrange window
display! and to ruler into other forms of ex-
ploitation Unit will he to >our mutual benefit.
HERE it is! The picture with t sc
title already on millions of lip 1
picture with a selling campaigr ,trc
enough to pull people from a poorhous 1
picture backed by the popularity that < Sh
productions are now enjoying! The <M
picture that will carry you into the im
months on a tidal wave of huge profi! I
the nearest thing to a booking without gl
ble that you ever put into your house. Ko«
not just buying a big attraction when jiw
this picture. You're getting a redfire, 1 e-«
selling campaign made to order for si win-
Big coin, the biggest you ever got wi ap
ture, is waiting for you with this oni
Fresh Dates from he
Sheik of Araby S ol
THIS is a whale of a stunt We I * (J|
for your use transparent emi'1*'!
the Inscription : "Fresh dates 'roM
of Araby" wit b a place for youiF^
nouneement. The idea is to put
dates in these envelopes mill shwiie
everyone, everywhere. It's koIiik
raft of publicity and the presf W
informal ion ami explains bow yo
tvlth a local fruiterer or grocer
to you will be practically imtlili
"The Sheik
of Araby"
The Battle Cry of Ptotfperity • Get the $o
iay 20, 1922
EXHIBITORS HERALD
11
xpzoiot/oa
libitonr Qet The Money With
>k.ures Magnificent R.evWal of "The Man Who Turned White
a >py of the press sheet and find out
yu're actually getting. You'll find
ta > of the most remarkable tie-up
rei you. You'll find a raft of red hot
ioi stunts with a sure-fire, seat-selling
i eery one of them. You'll find the
section of newspaper display ads.
12 a crowd-coaxer. Put 'em on any
an paper and they'll stand out like a
ire You'll find posters jammed with
id unch that literally scream for at-
Yu'll find everything that means big
. ou've got a picture as big as any-
erDffered you, you've got a selling
n licked with novelty and showman-
o 1 it and collect.
•"perative Newspaper
Tie-up
That's
A
Bearcat
The Real Arabian
Mystery Letter
HERK'S a bearcat of a stunt for your mailing
list. A letter written in real Arabian, with
a postscript in English that just teases the
curiosity, is a surefire way of getting your
people to think of the picture. We have sug-
gested how this can be handled as a one-time
or two-time mailing proposition in the press
sheet, and whichever method you decide to use
is going to mean a lot of business at your box
office.
Sib <<£*~Ljf
71/)
nanager of any of your local
put tliis one over for you.
newspaper smash that every
Jtore, phonograph store anil
■lime music, records or piano
u to death to come In on.
es you a complete illustration
you Just how to go after it.
1 advertising for the picture,
s solidly hehind you and the
i will be very small.
Real Mail Matter With a
Tremendous Wallop
THE surest piece of mailing matter to get con
tinual attention is a blotter. People never
throw blotters away. They put them on their
desks and t he message they contain is before
them all the time. We have prepared for your
use with (his production a redflre blotter, artis-
tic and compelling, that everybody you send
them to is going to receive with a great deal of
pleasure. The message they carry contains the
kind of a wallop that will impress them to the
ticket-buying point. See the large size Illustra-
tion in the press sheet.
Throwaway Teaser Cards
Jammed With Mystery and Pull
Tim i; I are six of these cards, for distribution,
B different one each day, a week before the
showing. They contain Arab words, in English
script, as curiosity arousers, with the announce-
ment of "The Sheik of Araby" at your theatre
on the opposite side. These cards will create a
lot of talk, the kids are going to collect them
and take them into the homes and the grown-
ups are going to keep on wondering what the
Arab words mean until they come to the theatre
to find out. The press sheet gives you novel
ways of putting this stunt over, and the trans-
lation of the Arab words.
r the Record ! $ee the Pictu re !
£fhe Latest and Best
fjom cHlyc Picture
STOR.Y BV
EORGE OWEN BAXTER
^ DIRECTED B/"
ARTHUR ROSSON
14
EXHIBITORS HERALD
May 20. 1922
Only Three ~
One Is Ours !
Since January 1 only three motion pictures have
been big enough, fine enough, commanding
enough in their appeal to the New York public
to run five weeks on Broadway in the same
theatre.
One of these three pictures is "The Loves of Pharoah"
— not released until September to the nation's first runs.
Another is "Orphans of the Storm" — a great picture.
The third
Jin International Film Service (I
Production
isten
featuring
SEEN A OWEN j GLADYS LESLIE ' MATT MOCE
Jhe Greatest Story ever Screened about Marrii e
From the novel by
KATHLEEN NORRIS
Directed, by
ALBERT CAPELLANI
Released to the country's biggest theatres now because
we feel that the bigger pictures we deliver to the
theatres now the better we will help to make motion
picture attendance in the spring and summer season.
I HI
9fo? HEROLDS
present
FALSE
FRONTS
From the story 6y
S. BARRET McCORMICK
Directed 6y Samuel R. Bradley
All-star cast including
BARBARA CASTLETON FRANK LOSEE EDWARD EARL E
'"ALSE FRONTS" is a picture that will interest
< d hold every person in America living above his
oans; every person spending more than his in-
<me; every pretender with a Ritz appetite and a
dilds bank-roll.
^ALSE FRONTS" is the story of a society-mad
other who sacrifices her daughter's happiness; of
c-vholesome youth led astray by the glamor of a
I5 city and the comfort of a rich girl's income.
"FALSE FRONTS" is a frank, fearless direct story
that meets social issues without dodging or evasion.
It is splendidly directed by Samuel R. Bradley and
Barbara Castleton, Frank Losee and Edward Earle
do convincing, able work in keeping with the
best in their screen careers.
"FALSE FRONTS" is loaded with exploitation
possibilities which are excellently and vigorously
covered in the press sheet and exploitation bulletins.
2Cme
rtcan
RELEASING CORPORATION
16
EXHIBITORS HERALD
May 20, 1922
Millions
of children, in all parts of the world, have known and loved the little poem by Robert
Louis Stevenson,
"My Shadow"
and have chuckled over the lines of the second verse:
"The funniest thing about him is the way he likes to grow —
Not at all like proper children, which is always very slow;
For he sometimes shoots up taller like an india-rubber ball,
And he sometimes gets so little that there's none of him at all."
SECOND NATIONAL
PICTURES CORPORATION
is guarding against any such outcome by thorough organization and systematic methods which
enable it to provide exhibitors with the best possible motion picture entertainments on highly
attractive terms. i
"BROKEN SHADOWS," a strong human interest story in pictures; "THE NIGHT RIDERS,"
red-blooded romance of the Northwest; "HER STORY," tense and thrilling, and "DAVID AND
JONATHAN," stirring photoplay of adventure afloat and ashore, are sure fire box office winners
because of their potent appeal to all lovers of the best in motion picture entertainment.
Why
take chances when you are offered a sure thing?
Why?
Second National Pictures Corporation
140 West 42nd Street
New York
20, 1922
EXHIBITORS HERALD
17
Second National
Pictures Corporation
was organized to provide the best motion pictures produced by independ-
ent concerns, and on terms which will insure a large share of the gross
returns to producer and exhibitor. This is being accomplished by cutting
down the enormous expense of distribution resulting from the cumbersome
and unorganized condition of the industry in the past.
This is the Secret
of i
Second National
Success
The most efficient established exchangemen in the country, enlisted in co-
operation with Second National, are enthusiastic over the pictures provided
— twelve notable productions adapted from famous books and speaking
stage plays — "Her Story," featuring Madge Titheradge; "The Night
Riders," Northwestern adventure story with Maudie Dunham, Albert Ray
and Andre Beaulieu; "Broken Shadows," with Isobel Elsom and Ivan
Sampson; "David and Jonathan," with Madge Titheradge; "Mr. Pirn
Passes By," with Peggy Hyland, Maudie Dunham, Campbell Gullan and
Hubert Harben, and seven other extraordinary program and feature of-
ferings.
Independent producers are coming to Second National to offer their prod-
uct, convinced that we provide the best existing medium for distribution
with assurance of the largest possible returns.
Second National Pictures Corporation
140 West 42nd Street New York
18
EXHIBITORS HERALD
May 20, 1922
Sherlock Holmes in jMotion Pictur
The Industry's leaders say the screen needs new blood!
The public is eager for moderate-priced entertainment,
but — to re-kindle public confidence, the type of pictures
needs changing.
"The Adventures of Sherlock Holmes" are a new series
of short-reel features, to be released shortly by Educational,
that meet every requirement for "better pictures."
For tense dramatic interest, suspense, vigor of story,
continuity and excellence of photography they have never
been excelled, and have seldom been equalled.
your box-office. Conan Doyle's GREATEST 01 1C
TION CHARACTERS is not only pre-eminent as / Dt
tective of English Fiction, but is also the best know am
most enjoyed of all fiction personages.
"The Adventures of Sherlock Holmes" mark a ne stei
in the progress of the motion picture art, and it is pe :ctb
natural that Educational should sponsor these feat c -
in Short Subjects.
To help you sell these two-reel features, Educatii al \
preparing many unique exploitation stunts, as (
which we will tell TWELVE MILLIONS OF PEjPU
SHERLOCK HOLMES is a name to conjure with at all about them through advertisements in
THE SATURDAY EVENING POST
Gjt^pte : Watch Subsequent Advertisements Telling You Hew To
Merchandise These Pictures Through Your 'Box-Office.
Contract for
the Entire
Series Now!
'THE SPICE OF THE PROGRAM
Contract for
the Entire
Series Now!
w
Rck. U. S. Pal. Off.
EDUCATIONAL FILM EXCHANGES, Inc. e. w. Hammons, /w,
ay 20. 1922
EXHIBITORS HERALD
19
T>UILT for your box-office.
Zane Grey's name behind
it. The still above is typical.
The girl a last minute entry.
Romps away to victory. An
out-door picture. Real charac-
ters. Real drama. It broke the
attendance record. For any one
night. At the Capitol Theatre,
N.Y. If you want to smash
records. Book it. The cast
includes
Claire Adams, Carl Qantvoort,
Jean Hersholt,
Tod Sloan, Frank Hayes, Babe London
A ZANE GREY PICTURE
WHEN
ROMANCE RIDES
w.th Claire Adams. Cari Gantvoort and Jean Hersholt-^
AJ""rt WILDFIRES *•* o*r
a BENJAMIN B. HAMPTON^,,,*
distributed by
GOLDWYN
A WEED in a garden of roses.
Was Idalene Nobbin. A
wistful figure. Awkward and
pigeon-toed. We laugh at her
sad attempts to dance. But we
are moved at the heart-aches
of neglected youth. Young love
and the sensitiveness of the
wall flower. An appealing
theme for Rupert Hughes' lat-
est pictures. In the cast are
Richard Dix, Laura La Plante,
Tom Qallery,
Qertrude Astor, Rush Hughes
GOLDWYN
presen ts
THE WAL
FLOWER
written and directed by
RUPERT HUGHEJ
witt COLLEEN MOORE
A GOLDWYN PICTUF
XX YORK AMERICAN- APRIL 27, 1922
eprted Missing/ Owen Moore
ireen Farce, at the Criterion
By ALAN DALE.
tVE MOORE is a new one on me. I've seen most comedians when
t!- have started to commede and have worked my way through
tt p agonies^But Mr. Moore burst upon me In "Reported MtsS
/inn." at the Criterion Theatre, as a full-fledged runny
man who can take it all away trom tiye stereotyped
.star, and who certainly Hiil It ^ ,
He is or melancholy type, and a bedraggled1 de-
meanor, and he wears occasionally the horn-rim
glasses that have made the fortune of one Lloyd.
Apart from these facts, Moore is agile, sinuous, per-
suasive, and expressively pantomimic. More cannot
be1 asked for from any picture star. Rah for Owen
Moore]
n "Heported Missing" he has one of those melo-
dramatic farces that are ne-v^r wholly melodrama
nor fare*, but a happy melange of both. The picture
whirls with incident, with escapes — absurd and other-
wise— with rush and push and rigor and vim. There,
are moments when everybody is racing after every-
tWJ body else, revolving, Cjircuni navigating and generally
A ^Bvrog^h-houslng Why? Theresa a reason. ,
i t'rie ague hero, anxious tor his ' "option • on cer-
tain ships, -and- pursooed try the Japanese villain,
finds himself on board ship with hJs lady love, and
all sorts'of sinister characters. The villain always
pursoos him, but-Mie is evqry inch the hero* He is ,
^-also a humoriat, which saves' him. . as a sense of
_ humor nas saved so many! And h,e is confronted-
" - with another ' humorist, the grimacic Tom. Witeon.
Wilson is a scream from start to finish, aid be is
pitted against Owen Moote with the most felicitous *
1 results.
'•' sported Missing" needs no more critrcism >than does the most
comedies.* itMalks for itself, and1 "it tal&B loudly. llskuikQ
0 sjice, and it is | Irresistible/ Tttere are nb custapd pies and no
lemon meringues. There age. more-
over, admirable sub-titles, fflled
SeUnlck uJctnra.
L J THE CAST.
aSSM . Owen Moore
- 4.8
■ . Pauline G>n>u
. . . . ...Tom Wllion
,j Toect Yam amot o
■ ■ . . . Eobert Cain
.Frank Wnyd^rlee
. . fliickej -Bennett
with mirth. The heroine was not
too » frightfully pretty, but JuatJ
comely enough.' \' i
fn a word, don't be "reported
missing" from the Criterion.
Tis I as sea it. '
DISTRIBUTED BY SELECT
LEWIS JSELZNICK
presents
REPORTED
MISSING
STARRING
OWEN MOORE
Directed by .Henry Lehrman
NICHOLAS M
SCHENCK
has booked it
for a 92 - day
showing (wer
LOEWS METROPOLITAN
BIG TIME
BOOKED
For Immediate Pre-Release
By America's Finest Theatres
State Theatre, Pittsburgh, Pa.— May 8th
First Run Theatres, Minneapolis and St. Paul — May 14th
Crandall's Metropolitan, Washington, D. C. — May 21st
Rialto Theatre, Denver, Colo. — May 21st
Imperial Theatre, San Francisco, Cal. — June 18th
Franklin Theatre, Oakland Cal. — June 18th
Circle Theatre, Indianapolis, Ind.
Jefferson Theatre, Ft. Wayne, Ind.
AND LAST BUT BY NO MEANS LEAST
AT THE
"A NATIONAL INSTITUTION "
BROADWAY at 47*h ST
NEW YORK CITY
MOE MARK
PRESIDENT & GEN'L M'G'
This big special is not only booking fast in the best theatres, but the territories re
selling fast. The reason is plain to those who have seen the picture. Phone, ire
or write today.
EDWIN CAREWE'S PRODUCTION
THE LM
A" NATIONALLY ADVERTISED PICTURE
WILLIAM W. AECHTLER and E. J. FARRELL o
MAJOR FILM CORP., 54 Broadway, Bostoi la
HAVE PURCHASED THE ENTIRE NEW ENGLAND Rim
JOB I' IK i.e. I I
Ananrlateil Klr.l National Plrlurra
I'ltialmrult, Pa.
M A klai'snkii
Mountain Staten Film Attrar.
Denver, Colo.
lyOIIH IIYMAN
All Hlar Feature. Dialrlb.. Inc.
DISTRIBUTED BY
LOI'IN HAC1IK
A , . nt. ,1 KM ,1 National I'lrtun -
Washington. I). C.
IIOKKRT LYNCH
Metro Pictures
Philadelphia, Pi.
FLOYD BBOWK
Tlie II Llebcr <}>
.1 F CWB 1
Ainorlat«l Flrat >J
Minneapolis
M A. SJ-f
Mountain fllate^
FOREIGN §
G. H. Medio "
WARNED
DlSTRlQUTED 5Y SELECT
LEW IS J. SELLMCK
preients
REPORTED
MISSING*
STARRING
OWEN MOORE
Directed by Henry Lehrman
HARRY DAVIS
booked it for
THE GRAND
i
PITTSBURGH
/
I film i *"e I
•Ise. "Whig I
antJ now £J]a
ent
•OlJ/cJ
nt« i-aj,'
uccess.
fooler.
"tai
iff EU
and J
n
Be
rC Odious bur * I
' ■' long- a^ noti
i8;^. ree/0:d •AS*/
/anJ does ?"er «ta set0^^^ a"
""repre
its
amuateT -\ou are notTh
sea
and
it has
L fa not a „ Cn
EVENTING MAIL -APRIL 24
, n?«o coPn,^; in the ro:'e3 "one SUc /
^factly a- rfc"-r *cre*nL P^linJ
s rnoa> sc«ve fin.... *o» i_ _ /
III I t, Pe. :
- ^en .
24
EXHIBITORS HERALD
May 20, 192
Qne Every Other H£e
Now Available
Speed!
Form!
Stamina!
In the Pink!
Drawing Cards!
Self Defense!
Centaurs of the Field!
Winter Pep!
A Rex Beach Week-End!
Taking the Air!
By-Way Champions!
Fore!
Hook, Line & Sinker!
Split Seconds!
Playing the Game!
"SEALS
Showmen and Editors Who Kn
"Your Sport Reviews are like a breath of fre
They breathe the American spirit of sport and are'i
come addition to any program."
— Samuel L. Rothaphel, Capitol Theatre, . \
"More than a few programs are made worth w j
the Sport Reviews prepared by Jack Eaton and Gr tb
Rice."
— /. O. Spearing, New York T\ei
"The Sport Reviews are a very novel and bright jt
any bill. We always consider them an added attrbo
— Joseph Plunkett, Strand Theatre, . Y
First Runs Which Speak for Them lv
Capitol New York
Strand New York
Roosevelt Chicago
Capitol Cincinnati
Madison Detroit
Missouri St. Louis
Howard ul
California . . . Los Jig
Blank Theatres,
Des Moines Dn
Metropolitan W; in;
American 3ei
Majestic T
Stanley Theatres, Philadelphia
And 1,000 Other Equally Discriminating Theat
breathing the Spilt
of Sport and i
Stars
n
Weiss Brothers'
present
JACK EATON'S
SPORT REVIEW
Edited by GJRANTLAKD RflCE
Dv$J;vibut.e.d by
GOLDWYN
by MrrcL-ngemevLt ujith Jirtclcbss Pictures Corp.
~ „„ Moore, i
John anA
Sherlock',
Criterion.
film "W^lcli
every once ,
It to become an
sUggesUOii |
about ».*gt^S£ ,
horse-pi&>- 0Yfth
SPSS*1?*?
Aborted Miss-'
schooner
t-irkland. ^ ■ ,Q_
>avid K1,;^'or and co
m°n " , episode
t Patient.'' also on
tbCar f anva/.ingU <^
was an a lbing W • ao
Uttle or n u doesn t
:Vaim- =»"
DISTRIBUTED BY SELECT
LEWIS J SELZNICK
presents
REPORTED
MISSING
STARRING
OWEN MOORE
Directed by .Henry Lehrman
ABE BLANK
oj OMAHA
Has booked it for
first runs in
14 Cities in the
Middlewest
N.YTIMES -APRIL Z4.
26
EXHIBITORS HERALD
May 20, 1922
GEOGRAPHIC FILM CO., Inc.
presents
"GETHSEMANE"
Directed and arranged
by J. E. Holley
Titled in Prizma
by Prince Paleologue
Direct from a week's pre-release run at the CAPITOL THEATRE,
New York, and unanimously selected by the MOTION PICTURE
THEATRE OWNERS OF AMERICA for presentation at the organ-
ization's official banquet held at the Hotel Washington, Wash ington,
D. C, Friday evening, May 12, 1922.
One of The Voice of the Land series of 52 exquisite single reel
features, bringing the Bible Land to the screen, especially prepared
for theatrical release.
For territory or world rights address
E. B. RUSSELL
Director of Distribution Geographic Film Co., Inc.
PENNSYLVANIA HOTEL, NEW YORK
What some of the critics say about "GETHSEMANE"
"... a little gem of a film." — R. W. Baremore in The Morn-
ing Telegraph.
. glamorous and mystic scenes of the Holy Land
without allegory or the aid of human figures." — Alison Smith
in The New York. Globe.
" . starts a new era in Biblical pictures suitable for exhi-
bition in the theatres." — Arthur James in The Moling Picture
World.
a beautiful and impressive picture . a far more
powerful influence for good, we believe, than any Easter sermon
that was ever preached." — Harnette Underfi ll in The New
York. Tribune.
in every respect a most impressive picture splen-
didly photographed " — George Blaisdell in The Exhibitors Trade
Reciew.
ALBERT KRIPPENDORF
J. E. HOLLEY
VICE PftCSIOENT & TRCABURER
206 MERCANTILE LIBRARY BUILDING-
CINCINNATI
DISTRIBUTED BY SELECT
LEWIS J. SELZMCK
presents
REPORTED
MISSING'
STARRING
OWEN MOORE
Directed by Henry Lehrman
IKE LIBSON
has booked it
THE WALNUT
CINCINNATI
THE
MORNING
TELEGRAPH
APRIL 9.
28
EXHIBITORS HERALD
May 20, 1922
When You Need Advertising,
You Pay For It Whether
You Buy It Or Not!
There are many motion picture
companies which realize at this time
that they need more advertising,
but feel they can't afford it.
By not buying this advertising they
are nevertheless paying for it — and
at an exorbitant price — in limited
distribution and waning prestige.
Exhibitors are demanding good
pictures at bed-rock prices. The
only way this demand can be met
is through wider distribution.
And the indispensable aid to wider
distribution — which makes bed-
rock prices possible — is adequate
advertising in a trade paper which
has the attention and confidence of
the exhibitors of America.
Such a paper is "Exhibitors
Herald"— a vital factor working for
the accomplishment of the in-
dustry's goal of good pictures at
bed-rock prices.
ay 20, 1922
EXHIBITORS HERALD
'The Deuce of Spades
Adapted from "The Weight of the Last Straw," a fascinating story
by a famous author, Charles E. Van Loan ; Directed by Charles Ray;
Chief Camera, George Rizard; Produced by Charles Ray Produc-
tions, Inc.
Ray Pictures on Open Market
"THE BARNSTORMER," "ALIAS JULIUS
CAESAR," "SMUDGE," "GAS-OIL-WATER," "THE
DEUCE OF SPADES."
Franchise holders should remember, however, that
the Charles Ray pictures released prior to "The
Barnstormer" are regular Franchise pictures and
include "45 Minutes from Broadway," "Peaceful
Valley," "19 and Phyllis," "The Old Swimmin'
Hole," "Scrap Iron," "Two Minutes to Go," "A
Midnight Bell," and "R. S. V. P."
DISTRIBUTED BY FIRST NATIONAL EXHIBITORS CIRCUIT,
30
EXHIBITORS HERALD
May 20, 1922
Step Forward ! Yes and
step lively to book this one
ahead of your competitor.
Its Ben s latest! Our Big
Ben!
He wakes em up and
makes em yell with joy
while he rings up the fare
and the bell on your cash
register.
MACK SENNETT
Presents
BEN TURPIN
In
"STEP FORWARD"
And don't overlook
"Love and Doughnuts
"Bright E yes
These sparkling 2-reel funmakers are the life of
any program. Play them as your features!
Distributed by Associated
First National Pictures, Inc.
Rel eased on the Open Market — Available to all Exhibitors
Exchange Mergers Must Come
By MARTIN J. QUIGLEY
THE cost of selling in the existing distribution
*■ situation presents an acute problem that
hould receive early and decisive action. An in-
lefinite continuance — if such is possible — of the
nany elaborate distributing machines that are
low in business will mean that the economic ad-
vancement of this industry will be seriously re-
arded. that a great deal of outside capital will
>e repelled from coming into motion pictures and
hat the industry will not earn for any of its
tranches the profits that could be realized under
i more practical arrangement.
There are many insurmountable reasons why
listribution should never be permitted to be mo-
lopolized or even centralized so that it could be
ontrolled by a few interests. However, there
ire many unanswerable arguments supporting
he contention that there are too many distrib-
uting companies in the field at this time and that
he solution of the problem is the merging of the
nany that now exist into fewer and stronger or-
ganizations.
There is no doubt that such a course must
eventually be followed but the grave question of
he day is. how long will such action be deferred ?
* * *
WE maintain that such a course must even-
tually be followed because many of the
^mailer groups have not been able to make a
profit and there is little or no prospect of such a
•hange in conditions that would enable them to
lo so. Also, business judgment dictates that the
expensive duplication of distributing machinery,
the numerous duplication of sales forces and offi-
:*es be abandoned for a more economical arrange-
ment under which pictures could be marketed at
materially less cost and without sacrifice of any
> ital advantages.
A very substantial part of every distributor's
receipts is now being expended to meet the cost
of physical handling and clerical work. These
two matters entail heavy expense in the form of
office rents, salaries and incidental items. This
expenditure could be lessened to an extent which
would mean a gratifying profit where only losses
now exist through the process of merging and
consolidating.
Apprehension over a possible loss of identity
has long stood out against this course. That such
fears are groundless may easily be proven because
by the same means of publicity that established
the identity of the various companies their indi-
viduality could be maintained. By direct control
of selling it would still be possible to have any
particular product presented in the exact manner
determined upon by the firm responsible for it.
The only difference would be that pictures would
be cleared through large depots and the exhibitor's
only interest in this would be a favorable one be-
cause he would realize that he would share even-
tually in the saving effected through a curtailment
of distributing costs.
* * *
I^VISTRIBUTION can safely and properly be
limited to a few groups. In this respect
production presents an entirely different aspect.
There can never be a wholesale consolidation of
production activities. Fortunately, there is no
need for it because all that the production branch
of the business needs to obtain its fullest devel-
opment is efficient and dependable marketing
arrangements, conducted fairly, honestly and un-
der the best business practice.
On every side there are encouraging prece-
dents showing the successful outcome of the
process of merging but nowhere is there a more
unequivocal need of consolidation than in motion
picture distribution.
32
EXHIBITORS HERALD
May 20, 1922
.MARTIN J. QJJIGLEY
PUBLISHER/ &> EDITOR
Published every Wednesday by Martin J.
Uuigley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois. (Tele-
phone: Harrison 924S-9249.)
New York Office: 1476 Broadway. (Tele-
phone: Bryant 1368 and Bryant 5111.)
Los Angeles Office: 453 South Spring St.,
(Telephone 600-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV
May 20, 1922
No. 21
Business Outlook
The business forecast — always a
subject of absorbing interest — is more
definitely encouraging than it has been
since the industry veered into the post-
war period of depression. Attendance
generally has become more stable and
there lias been a decided upward turn
in volume.
With practically all of the greatest
industries of the country returning
rapidly to a normal basis, the prospects
for the coming theatrical season is
good. Trade experts everywhere agree
that general business is improving and
every advance in general business
means a corresponding advance for
motion pictures.
One factor of immediate concern is
the weather conditions for the coming
summer. I f such severe heat as was ex-
perienced last summer is avoided, there
is bright promise that the industry will
move uneventfully into an era of re-
turned prosperity, which is the pros-
pect for next fall.
* * * ,
Public Cooperation
The Southeastern Conference for
Better Films, held last week at Atlanta,
Ga., stands out as an event of real
significance. The meeting was attended
by two hundred and fifty representa-
tives of civic, social and religious or-
ganizations in two hundred towns. The
thoughts these representatives regis-
tered may be accepted as the best
thought of their various communities.
That the conference declared against
legalized censorship and also put forth
various constructive recommendations
for the betterment of pictures and the
advancement of the industry's service
to the public is not as significant as the
fact of the conference itself which was
in reality the awakening of the repre-
sentative men and women who partici-
pated to the possibilities for great pub-
lic service in counselling and co-operat-
ing with the industry.
A great opportunity for the better-
ment of motion pictures and the ad-
vancement of the industry's service to
the public lies along the lines followed
by the Southeastern Conference for
Better Films.
Two thoroughly constructive recom-
mendations which are especially worthy
of note are concerned with the estab-
lishment of endorsement committees
which would encourage the better pic-
tures by directing the attention of the
public to them and also the establish-
ment of children's matinees. Chil-
dren's matinees which are properly
managed offer a big commercial oppor-
tunity to exhibitors and they do much
toward building a lasting goodwill to-
ward motion pictures in the minds of
the parents.
IN THIS ISSUE
OF SPEC! M INTEREST
Suggested Plan for n Small Theatre. 8.S
"Exchange Mergers Musi Come" —
an Editorial 31
NEWS ok Tin: WEEK
\ilinlssion Taxes in March Show At-
tendance laiiln 38
One of (he Industry's History Mak-
ers Observe llirthdny 3H
Revised imerlcnn Releaalas Con-
tract Eliminates Deposit 45
Kane \tlvertlslng Praises Kilms
Handled by Competitor* 46
\ci, I loriil.i Vssorhillon Calls Meet-
ing for May 17 46
Exhibitors Illume Cohen in Ae(ion
Exonerating O'Reilly 47
Inillannpolls Clergy .loins W. C. T. U.
In nine Law Drive 47
igreemenl Signed by Michigan
League and Exchange 48
DEPARTMENTS
Pictorial Section 39
The Week in New York 44
Money Making [deal 48
The Theatre 49
\c\vspleturcs 59
Traveling Thrnimh Nebraska with
II. E. Nichols 00
Reviews 63
Public llights League 69
Letters from Headers 76
IVhal the Picture Did for Me 77
Theatre Equipment 88
••\Miere-Can-l-lluy-l(" Section 93
Chicago Trade Events 94
Chicago Personalities by Mae 95
Quite to Current Pictures 00
Re -Takes
J. R. M.
CONVENTION WEEK.
* * *
Words like "Hot Fight," "Bitter Feel-
ing," "Expose," "Dark Horse" and "Big
Battle" are at a premium this week.
* * *
Oh, well. Conventions, like measles
and poor relations, are things we can't
avoid. They just happen every so often
* * *
Hurrah
"Motion pictures are improving."—
Mrs. Eli Hosmer, member of N. Y. state
board of censors. Now if the censor;
would only show improvement, every-
thing'd be lovely.
* * *
Try It on Your Projector
Universal has a picture "Second Ham
Rose" and this summer we'll probabh
have a few "Carolina Rolling Stones" am
"Mammy" pictures with song plugger ac
companiment.
Summer Slump
By Dan E. Daily
'Taint so. Somebody ast why wi
didn't get back to n'malcy. Fact o
the matter is we've been back. An
nobody recognized it. Said busines
was rotten anyway. But look out
Kite flying time is here an' ev'rybod;
whose got the price will be out flyinj
kites, instead of 'tending theatres
Then you'll wish you voted again? •
daylite savin'.
More Athletics
Another athletic contest is bein;
staged for those who want more ex
citement than golf. It's to be pullc
off in Times Sq., N. Y. and is calb
"Pole-ack baseball." It's played
great deal by Polish peeple. In th
ol' country. Here's how. A filmma
stands in the centre of a ring wit
a pole, and there's a tin can tied to
rope fastened to the pole. Filmma
swings can in circle and other f. n
swat at can with clubs. When th
man who is swinging the can get
"beaned," 'er knocked out, he's n
longer "it." First prize is a tin ca
suitably engraved. Second prize is
shillalah, with gold mountin's. Sut
contest. Sum prizes. Game start
every Sat. afternoon, promptly at
p. m. Ring-side scats on subw'y ki-os1
can be had at any of tke trade pape
offices. Don't miss't.
Outa the Beaten Track
Thai theatre nearest-to-the-North-pp
that "Watty" Rothacker discovered, <
Victoria island, is going to have son
time getting service, we fear. It is 3i
miles from the nearest habitation. B
then their nights arc six months long, I
they don't need a change every da
which is fortunate.
fay 20, 1922
EXHIBITORS HERALD
33
Sydney S. Cohen Given Third
Term by Vote of 348 to 62
The
Convention
By MARTIN J. QUIGLEY
Exhibitors across America who had to fore-
ear the privilege of journeying to the national
pital for the annual convention of the organ-
ition are going to be a long time trying to figure
t the Tuesday meeting. But in this predica-
nt they will be joined by many, if not the
ijorily, of those who were in attendance. After
o hours of vivid oratorical display during which
mes J. Walker painted an unattractive portrait
President Sydney S. Cohen and after another
irly lengthy argument by Mr. Cohen in which
at least did nothing to build up Senator
'alker the convention out of a dark sky bright-
ed up and cheerfully gave a vote of confidence
.1 merely to either the first or the second speaker
t to both of them.
It would seem that with Senator Walker's
mous oratorical guns leveled at Mr. Cohen for
0 hours and this followed by a counter attack
' the president that some one would have been
irt but from all indications the bad ventilation
the convention hall during the long speeches
used the audience just about as much discom-
urr as did the oratorical volleys of the at-
cker and the counter attacker.
The brilliant member of the New York State
nate did. however, provide the usual interesl-
g speech for which he is widely known and
•r-more than two hours he held the audience's
osesl attention. The Walker speech, having
■en heralded as an indictment of Mr. Cohen,
as something of a disappointment as there was
•ry little in it in the way of concrete charges.
;nalor Walker's chief contention was along the
le that Mr. Cohen and the truth had parted
impany on various matters.
The disruption in harmonious relations among
irious leading New York exhibitors excited
uch comment from theatre owners from districts
.•mote from the metropolitan center. Some were
idined to view this situation as merely a local
rawl with little or no national significance, but
le majority appeared to see in the split among
lew York exhibitor leaders, with Mr. Cohen on
ne side and Charles L. O'Reilly. Sam Berman.
eo Brecher and many others who have been
aders in the organization of the organization on
le other side, something which carries a very
dverse reflection on Mr. Cohen with respect to
is failure to retain the good will of the men
ho know him best and who played a big part
1 his elevation to the presidency.
During the early cfoys of the session no one
ho was aware of the real situation permitted
icmselves to under-eslimate the strength of the
olitical machine which Mr. Cohen had con-
ructed during his two years tenure of the
.esidency. For this reason talk of a dark horse
/as not seriously entertained. Just what part
lis played in Senator Walker's flat declaration
n Tuesday that he could not and would not
ccept the presidency remains a matter for in-
vesting speculation.
Throughout the meeting on Tuesday which
vas regarded i*s the crucial session of the con-
ontion in which Senator Walker delivered his
ong talk there was no doubt in the minds of
(Continued o* ftg»
Harris Will Protest
Validity of Election
Sessions of National Convention Marked by Bitter
Wrangling Between Factions
By EDWIN S. CLIFFORD
(Managing Editor, Exhibitors Herald)
WASHINGTON, D. C, May 10.— Sydney S. Cohen was
elected to his third term as president of the Motion Picture Thea-
tre Owners of America this afternoon.
There were no other nominations and, on roll call, Cohen received 348
votes out of a possible 410, several groups of delegates voting against him.
The election was held at the opening of today's session, the way being
paved by a special order of business proposed by
Al. Steffes of Minneapolis and carried by accla-
mation, over the protest of a comparatively small
number of those present.
Protests Are in Vain
Early in the convention, it was apparent that
supporters of Cohen completely controlled the
situation. Within ten minutes after the first
session had been called to order, anyone could see
that any opposition to his re-election was doomed
to overwhelming defeat.
Senator James J. Walker, the only man men-
tioned as a possible candidate against Cohen,
made it clear that he would not run when, in a
highly dramatic talk delivered Tuesday after-
noon, he said he never had been a candidate and
would not be.
There were rumors about the lobby of the
Washington Hotel of dark horses, caucuses to
solidify the opposition around one candidate, and
compromise was underway with Cohen's with-
But it was mere talk. There was no one
trying to beat
Frisco in
1923?
•' 'Frisco in 1923."
This is the slogan of
ten men sent from the
Golden Gate not only to
participate in the deliber-
ations at the present con-
vention, but to bring the
M. P. T. O. A. to San
Francisco in 1923.
Unless something hap-
pens, they will be success-
ful in their effort. No
rival city has put in a
bid. and all of the dele-
gates interviewed were
favorable to the idea.
The San Francisco
group have been busy
pinning badges on all
delegates and placing
posters about the hotel,
urging the choice of their
city as the next meeting
place.
repeated stories that a
drawal as one of the conditions.
who wanted to lend his name to the hopeless attempt of
Cohen."
Of the men who refused to vote for Cohen on the roll call, there were 39 in
New York, 13 in Ohio, 8 in Missouri, 7 in Oklahoma, and 1 in Georgia.
Wrangling Prevents Transaction of Business
The convention to date has been marked by bitter wrangling; hot words have
been exchanged; personalities have prevented the transaction of any business
except the election.
At Monday's session, Sydney S. Cohen concluded his annual report by giving
his version of his controversy with Senator Walker. It was the signal for cheers
from his supporters and hoots and challenges from the New York camp. The meet-
ing concluded by the passing of a motion to have Senator Walker and others who
criticised Cohen speak to the convention at 1 o'clock Tuesday.
Tuesday's entire session was given over to the airing of Cohen's and Walker's
opinions of each other. Walker occupied the floor two hours, during which he
denounced Cohen. Cohen replied in kind. There was an effort made to give
Cohen a vote of confidence. It was the signal for more wrangling, more cheering
and howling and more disorder. ...
When the motion finally went to a vote and was carried unanimously, it not
only gave Cohen a vote of confidence but Walker and the board of directors as well.
Wednesday Session Is More Disorderly
Today's session was even more disorderly. Julian Brylawski of Washington
presided during the election of Cohen and used the gavel freely Opponents of
Cohen yelled "gag rule" and "steam roller Friends of Cohen defended on the}
ground that too much time had already slipped away and discussions must be limited
to eive time for constructive action.
O'Reilly Brecher, Edelhertz and other New York delegates protested against
the election being held, charging that the organization had no constitution. Several
34 EXHIBITORS HERALD May 20, 192.
"I'm On the Level," Declares Cohen
Brandt Cried
Down
SAID SYDNEY S. COHEN
"They talk
about
Walker
being
stabbed
in the
back.
My God,
I have
been
stabbed
back
and
front,
cut
across
and
up
and
down.
I have
literally
been
tarred
and
feathered
by
this
little
group
of
New Yorkers
and
by
the
sounding
boards
of
the
producers."
"Let Walker
and Berman
and the
rest
face
.is."
"Remember,
gentlemen,
your
organization
is at
stake."
"I want
to get
this
matter
cleaned
"Let's
have
th= cards
on
the
table."
. "I've
been
on
the
level
gentlemen.
I
haven't
taken
a
penny —
not
even
a
free
poster
from
the
producers.
I
have
fought
your
battles
with
my
limited
abilities.
I
suggest
poison
pen
artists
be
called
upon
to
come
before
convention.
times they were hooted down and at
other times were ruled out of order. On
several occasions they gained recogni-
tion and repeated their protest.
At the conclusion of Cohen's election,
Dennis Harris of Pittsburgh served for-
mal notice that the election would be
protested as unconstitutional.
W. P. Cuff of Missouri created a sen-
sation when he charged that Lawrence
Goldman, chairman of the Missouri del-
egation, voted delegates illegally. The
chair ruled him out of order, but he
stood on his chair and for nearly an
hour demanded recognition. He was
told to sit down or the sergeant-at-arms
would have to be called to expel him
from the hall.
Other arguments developed, but
through it all Cuff stood up waving both
hands and demanding that he be heard.
In the end he won his point. He charged
Goldman with voting proxies illegally
and succeeded in having the Missouri
vote for Cohen reduced from 10 to 8.
Willard Patterson of Atlanta similarly
protested the vote of Georgia's delega-
tion. They were polled separately and
when Patterson was called on he started
to explain his stand.
"We are through with Georgia," the
chair ruled.
"And Georgia is through with this or-
ganization," Patterson retorted.
It remained for Theodore Hays of
Minneapolis, a staunch Cohen supporter,
to bring order out of the chaos. He
obtained the floor and compelled atten-
tion by his thundering voice.
"Gentlemen, this convention has been
in session three days and has not ac-
complished a single constructive thing,"
declared Hays; "I can say this without
being charged with trying to break up
the organization because I voted for
Cohen. I am for order but I have a
feeling that what little order we have
obtained has been due to a majority
overriding a minority. That won't do
if this association is to survive. I say,
give every man with a constructive sug-
gestion or a just criticism the right to a
fair hearing. If we continue the way we
have gone up to now, we will be the
laughing stock of Washington."
His appeal qtlited things considerably.
Marcus Loevv was then given the floor
by unanimous consent and made a
strong plea for harmony. He stated
that he had his own opinion on various
matters, but the thing which was upper-
most in his mind was saving the organ-
ization.
He denied that he had been the cam-
paign manager of Senator Walker and
declared that he had urged the theatre
owners to keep Walker in their employ.
(Continued on page 48)
Sydney S. Cohen struck the firs
blow in the Cohen-Walker fight a
the convention, when he concludei
his annual report Monday afternooi
by reciting his version of the trou
ble between himself and his forme
associates; bitterly assailed Walke;
Berman, O'Reilly and others fo
what he termed their "treachery
and concluded by a dramatic dec
laraticn that he was "on the square.
Cohen's move came as a surprise 2
the Monday afternoon session was mot
or less of an open session. There ws
no sergeant-at-arms stationed at th
door and many people, not entitled t
enter a convention session, were presen
For nearly three hours, the time w;
given over to addresses of welcom
tedious reports and exchanges of plea:
antries. Aside from a certain tensene;
which surcharged the air, there was n
omen of the coming storm.
Gives Version of Friction
Cohen had spent nearly two houi
reading his annual report when he saic
"I now want to take up a very deplo
able controversy which has develope
and which you have probably read aboi
in the trade press."
He then recited at length his versic
of his quarrel with Walker, Berman ar
O'Reilly, declaring it started when e:
hibitors demanded the expulsion (
Walker as national counsel. He statt
that he had succeeded in delaying Wall
er's dismissal and had gone to ever
possible length to prevent friction.
In many details, his story varied fro
the statements of his opponents and de
iated somewhat from the trade pap
accounts.
During it, he took occasion to refer
what he termed the "fake, foul stat
ments" of Berman and other men, sta
ing that they were determined to "gt
him" if they had "to smash the organiz
tion."
"They talk about Walker being stabbed
in the back," he shouted, reaching the
climax of his address. "My God, I have
been stabbed back and front, cut across
and up and down. I have literally and lit-
eraryily been tarred and feathered by this
little group of New Yorkers and by the
sounding boards of the producers." (The
latter is the term Cohen has consistently
applied to the trade papers when they did
not support his policies.)
"I've been on the level, gentlemen. I
haven't taken a penny — not even a free
poster from the producers. I have fought
your battles with my limited abilities. And
yet, Senator Walker would have you» be-
lieve"—
"He's a Judas," came a voice from t
front row.
Indicts Trade Press
" They say I get pictures cheaply," CO
tinned Cohen. "The only stuff I get
what Marcus Loew doesn't want becau
he's got a fat purse. The trade pre
has poured vitriol on me, simply I
cause Senator Walker was removed,
thing 1 had no hand in, and an acti'
which has since been approved by yo
national committee."
By this time, Cohen was being ft
quently interrupted by applause, some
the more enthusiastic climbing on cha
(Concluded on pagt 36)
ay 20, 1922 EXHIBITORS HERALD 35
^andemonium Rules Tuesday Session
Walker Flays
Cohen
Tuesday's session was probably
ce of the most dramatic which has
e;r been staged on the floor of a
rtional exhibitor convention.
For more than two hours, Sena-
t James J. Walker flayed Sydney
£ Cohen, concluding by announcing
h resignation as general counsel of
t : organization and his decision to
cit the motion picture business
c npletely.
Tohen responded by a vigorous denial
c every accusation made against him
al a counter verbal assault on Walker.
I was followed by M. J. O'Toole of
Itsburgh, who declared that Cohen had
b n completely cleared of the veiled
c rges made against him and moved
t t a resolution of confidence be ex-
t ded to Cohen. There had been a series
c ovations for Walker and Cohen by
t ir friends, and a few outbreaks of bit-
t expressions between the two groups
ven O'Toole made his motion.
Try to Get Floor
Cohen's friends went wild; stood on
c irs and cheered, howled and whistled,
vile a dozen of Walker's admirers tried
vnly to get the floor.
In the midst of the melee and high
ibove the calls came the commanding
voice of Harris of Pittsburgh: "Gentle-
men," he thundered, "are you going to
turn Senator Walker out of this meeting
in this way? Why, Cohen himself told
me only a few days ago that he knew
Walker had sacrificed SS0.000 for the the-
atre owners this spring."
irandt of New York was on his feet
a Harris finished and demanded that the
ntion be amended to include Senator
\ilker in the endorsement.
Cohen Action Surprise
"hen came the first of a series of sur-
p;es when Sydney Cohen — who had
jit finished denying Walker's accusa-
nts and in return had made several bit-
t' thrusts at the senator — arose and sec-
oled the motion to include Walker's
n ie in the resolution of confidence.
Cien's friends cheered, Walker's sup-
P ters, taken completely by surprise, sat
ii silence, O'Toole promptly accepted
Women to
Meet Harding
In the program of entertainment the
:onvention committee has not overlooked
Ae welfare and enjoyment of the families
>f delegates in attendance. In fact "spe-
ial events" for the women have been ar-
anged to make their visit in Washington
>n interesting and historical one.
What will probably stand out as one of
ne most memorable events of their visit
o the capital is the reception at the White
-louse on Thursday at 1 o'clock, when the
emirnne contingent will meet President
"larding.
Special sightseeing trips to Mt. Vernon,
Arlington, and Rock Creek Park as well
>s other points of interest in and about
Washington have been arranged. These
iffairs are exclusive of the general enter-
auiment features for delegates and their
amities on the program.
4=
SAID JAMES J. WALKER
"Never
mind
Walker.
Watch
out
for
yourselves.
You
have
got
to
clean
up
this
mess
of
lies.
It's
your
worry,
not
mine.
I
am
not
here
today
to
ask
for
your
sympathy.
I
am
here
to
tell
you
some
truths."
"The
smarter
a New York
man
thinks
he is,
the
bigger
boob
he
actually
if
"I won't
take
any office
within
your
gift."
He
charged
Cohen
with
wasting
time.
"I wish
I
could
make
you
feel
what
I
think.
It
is
not
anger,
it
is
pity
for
you
people.
But
what
kind
of
sleight
of
hand
work
is
this
anyway ?
You
see
the
wise
guy
is
the
lobster
after
all."
the amendment, stressing the fact that
Cohen had made it.
Rown of Baltimore then struggled for
recognition and on being given the floor,
moved that the board of directors be in-
cluded in the resolution of confidence.
There was a roar from many sides and
howls of derision. The question was put
and on the vote by acclamation the con-
vention seemed almost divided.
Pandemonium reigned as there were a
dozen men shouting for the floor while
temporary chairman, Pramer, pounded vig-
orously with his gavei. The uproar be-
came worse— sharp words being hurled
about and speaker after speaker being
howled down. Pramer surrendered the
gavel to O'Toole who put the motion a
second time. There was so much noise,
half the hall did not seem to know a vote
was being taken. There was a volley of
"ayes" and a few scattering "noes."
O'Toole ruled the motion had carried and
adjourned the meeting.
It was a startling climax. The conven-
tion had gone on record as giving a vote
of confidence not only to Cohen, but to
Walker, and to the board of directors as
well.
Delegates Confused
Half the men leaving the convention
hall seemed confused as to what had
really occurred. The optimists claimedit
meant "harmony"' was being restored.
The pessimists declared it meant nothing.
Senator Walker was given the floor as
soon as the routine business of organiza-
tion had been completed, the senator
delivered practically the same talk that
he had made at the T. O. C. C. of New
York.City two weeks ago, adding several
new details.
He retold the story of his dismissal as
general counsel, laying the matter at Co-
hen's doorstep and did not mince words
in applying the term "liar." "What kind
of sleight-of-hand work is this," he de-
manded. "But never mind Walker.
Watch out for yourselves. You have got
(Continued on page 36)
Remember Way
Back When—?
Nearly a score of exhibitors, formerly
prominent in organization work but who
have dropped out during the past two
years, are in Washington attending the
present convention.
In the lobby of the Washington Hotel,
the opening day, were seen Alfred S. Black
of Boston, Frank Rembusch of Indianapolis,
Hector Pasmezoglu of St. Louis and Ernest
Hortsmann.
The present M. P. T. O. A. is the amal-
gamation of three exhibitor organizations.
The presidents of two of these at the time
the M. P. T. O. A. was born were Frank
Rembusch and Alfred S. Black.
36
EXHIBITORS HERALD
May 20, 1922
500 Delegates on Convention Floor
Brandt Cried
Down
{Continued from page 34)
and yelling "That's right," and "Good
for you."
"I suggest that these poison pen artists
be called upon to come before this con-
vention," Cohen continued when he could
make himself heard. "Let's have the
cards on the table. We don't want any
more talk in the alleys. If they have
charges of malfeasance, or anything else,
let them make them here in the open.
Let Walker and Berman and the rest
come in and face us."
There was more cheering and hand
clapping and miscellaneous calls of
"Atta Boy" and "We're with You."
"Throw Them Out"
"What I want to do is get this matter
cleaned up and out of way, and if these
charges can't be supported, let's throw
the poison brigade out of the hall,"
Cohen resumed after the interruption.
"Then we can go on to the more im-
portant matters. The big issues are
lower film rentals, uniform contracts, the
abolishing of advance deposits and the
establishment of a credit bureau, a fight
on non-theatrical competitors, the pre-
vention of trustification of this business
and the stopping of the practice of road
showing pictures the theatres are en-
titled to.
"Don't let them draw a red herring
across the trail," he concluded. "Re-
member, gentlemen, your organization
is at stake."
"We can get another lawyer but we
can't get another Cohen," boomed out a
voice, just as a volley of cheering which
lasted several minutes broke loose.
Steffes Mounts Rostrum
Al Steffes was recognized by Cohen,
as he was seating himself. Steffes
climbed the stairs leading to platform;
grinned broadly, and said:
"This fight seems to be a New York
matter and I guess most of the people liv-
ing in New York think the Hudson river
is the boundary line in America. I say
for one that the senator, Berman and the
rest of these spitball artists should be
given a chance to state their side of the
case and I move that they be invited* to
address this organization at 1 o'clock to-
morrow noon."
He sat down and William Brandt,
former president of the T. O. C. C. of
New York mounted the steps and was
recognized.
Won't Recognize Berman
Brandt was immediately recognized as
anti-Cohen and was hooted down when
he attempted to speak. Cohen wielded
the gavel vigorously, urging that Brandt
be heard, but with little effect. Brandt
then waived the floor to O'Reilly, an-
other anti-Cohen man, but Cohen de-
clined to recognize him.
Bernard Kdelhertz, vice president of
the New York State league, another anti-
Cohen man, had better luck. He was
given the floor and started with:
"Gentlemen, I presume that mosf men
in this room arc here with an open mind.
They do not want to pass judgment
until they have heard both sides of a
matter. And I urge you to give a fair
hearing to Senator Walker when — "
Edelhertz Howled Down
But the Cohen men had sensed his
distrust of their idol and he was howled
Harding's
Greeting
The text of the message from
President Harding, read to the
convention by E. H. Bingham of
Indianapolis, folloxvs:
In extending greeting to the national
convention of Motion Picture Theatre
Owners, I take pleasure in expressing my
conviction that your organization is mov-
ing in precisely the right direction in
seeking to open lines of public service.
Just as the press, though of necessity a
business enterprise first, is always a potent
force in behalf of the public interest, so I
am very sure that the screen will most
securely establish itself as an accepted and
useful factor in national life, in proportion
as it shall recognize its duty in behalf of
the widest concerns of the community. It
possesses potentialities of vast service,
civic, educational, moral. To fail in achiev-
ing as much as possible along these lines
would be very certain to weaken the public
confidence in its direction and purposes.
Nowadays, no instrumentality that pos-
sesses such possibilities of usefulness dares
ignore them, because the need for enlisting
every useful influence is too great.
Because of my strong beliefs in this
direction, I am much gratified to know
of the plans for your Department of Public
Service. I agree with those educators and
publicists who have become convinced that
this is a real forward, movement in educa-
tion, which, rightly directed, may be made
a complement to the system of public edu-
cation. To present on the screen the in-
dustrial, commercial and intellectual activi-
ties of the country cannot but widen the
vision of the great audience that you daily
serve.
It is my earnest hope, therefore, that
your plans may develop greatly and that
the measure of co-operation needed to real-
ize their utmost advantages, may be freely
accorded by the community at large.
It would have been a pleasure to me,
had it been possible, to attend some of
your sessions and to voice to you my sen-
timents along the lines here suggested. I
am sorry that public engagements seem
to make that impossible, and therefore I
am asking you and your associates to ac-
cept this expression in lieu of a personal
greeting.
down, while calls started for "Put the
Question." Cohen pounded his gavel,
and Jules Michaels and Leo Brecher,
two more anti-Cohen men, struggled for
recognition. M. J. O'Toole, supporter
of Cohen, who was on the platform, ad-
vanced to the front and stood at Cohen's
side.
"Order," shouted Cohen. "Let's con-
duct this decently."
"Then make O'Toole sit down!" shouted
Michaels. O'Toole blushed and backed
into his seat, after flinging some remark
at Michaels which was drowned by the
uproar.
Leo Brecher was on the steps, when
order was restored and Cohen recog-
nized him.
"I rise to a point of order," he ex-
claimed. "This motion is not proper
This is not a meeting. There arc people
outside the business here. I will pass up
the insults that have been given me and
my friends but I believe that nothing
further should be said — "
"Then talk at 1 o'clock tomorrow,"
shouted someone and the hubbuh ensued.
"All in favor of motion say 'Aye,' "
called Cohen.
There was roar of "Ayes" and the
meeting ended.
Cheer President Cohen
Nearly 500 people were in the conven-
tion room of the Washington hotel, when
(Continued on page 48)
Walker Flays
Cohen
(Continited from page 34)
to clean up this mess of lies, inconsister
cies and hypocrisies. It's your worry, n:
mine. I would not take any office withi
your gift under any circumstances. I at
not here today to ask sympathy. I at
here to tell you some truths. 1 wish
could make you feel what I think. It
not anger, it is pity for you people."
Walker declared that he was not a ca;
didate for president, never had beei
candidate and defied anyone to say th.
he had been. Among other things 1
stated that it would probably surpri:
some of the exhibitors to krow that Mr
Dodge, the widow around whom centen
most of the Famous Players fight, h;
received only $2,500 of the $5,000 pa
the national organization by Adolph Z
kor in settlement of her claim.
Among the interesting things brought out
was the sensation caused in the ranks of
M. P. T. O. A. executives a year ago by
the HERALD'S expose of the Holley move-
ment. Walker told of a hurried confer-
ence in Milwaukee between Cohen, himself,
and other officers and declared that one
person present was in favor of "throwing
Holley overboard."
"But I wouldn't stand for it," declared
Walker. "I said he had stuck with us
and we would have to stick with him."
In conclusion, Walker declared tr
Cohen had wasted his time fighting h
because he was supposed to be a cam
date and declared that Cohen had
himself be jockeyed into a quarrel w
his former associates by men anxious
throw them all out. He predicted tl
Cohen would po down in defeat, possil
being beaten by a dark horse at the pr ,
ent convention.
"So you see that the wise guy is 1
lobster after all," he declared. "T
smarter a New York man thinks he
the bigger boob he actually is."
Cohen Gives Version
Cohen, following Walker, took
Walker's address point by point. Th
had been no specific charges made
Walker, backed by any proof. Col
gave his version of the various matt
brought up and then concluded his t
by stating that Senator Walker grea
"overestimated his political importam
He declared that most of the legislat
Walker claimed to have put over for ■
hibitors was really engineered by ot \
men in the New York legislature.
In explaining the Widow Dodge n •
ter, Cohen stated that money advan I
her and expenses of prosecuting
claim had been deducted from the •
mous Players check and that the acco !
had been audited, sworn to, and appro I
by the board of directors.
Holley Still Active?
Cohen referred to the Herald's ext*
of the Holley movement as first a vie: s
attack and later as a slashing attack; ■
cLarcd that he had not proposed "thr -
ing Holley overboard," and declared '
Holley was still active in the exhib r
organization.
Just before the meeting, friends j
Cohen and Walker held several he; d
conferences. It was declared that Con
would withdraw as a candidate for pf
dent if Walker would not speak. No ( ■
nite confirmation could be had of !
being proposed, and the developm '
indicated that if a compromise had I n
suggested, it had failed.
lay 20, 1922
EXHIBITORS HERALD
37
The delegates to the Washington convention who re-elected Sydney S. Cohen high executive of the M. P. T. O. A.
)R
Shallenber-
ger of Arrow
Is cne of the pro-
per onlookers at
f convention not
i erested in t h e
llitics of the ex-
hitors. The Beau
lummelesque dis-
nutor preached
AT THE CAPITAL
With JOHN S. SPARGO
(New York Editor, Exhibitors Herald)
peace and harmony,
li the box office merits of "Ten Nights
i a Bar Room."
*
\Tathan Hirsh was a late arrvial, get-
tg in Tuesday night accompanied by
:'-s. Hirsh. The head of the Aywon Film
< rporation spent much of his time talk-
ie t>ver the old nickelodian days when
cry man hesitated to say he was in the
fn business.
*
fulius Singer just happened in, as he
sd, to sell a little film but thought
i.smuch as the convention was on that
1 might as well stay and talk over the
cl days when all exhibitors were inde-
pdents.
.:elix Feist a r-
red in time to
hr Senator
"mmy" Walker
sg his swan song
• exhibitors. After
1 ening to the two
rirs and ten min-
us of the Sena-
tes talk he decided
t offer him a real
j' selling pictures.
lis wearing a new straw hat he won from
some misguided individual who thought
Hays would not accept the invitation.
*
E. M. Stoker, of Omaha, a strong
Cohen booster, was a delegate although
he says he doesn't own a theatre; being
the financial backer of a dozen or more
in the Nebraska city gave him his dele-
gate's badge.
*
One of the high lights of the conven-
tion was when Eddie Bonns paraded a
colored jazz band of twenty pieces
through the lobbies of the Hotel Wash-
ington to let the delegates know that
Warner Brothers were still on the map.
After the stunt was put over in big shape
he was told by the hotel manager that he
Listening In on the Convention
By J. R. M.
couldn't do it. Mr.
Bonns said, "All
right, I won't, but
I did and it's all
over now, so I'll
quit." One of the
banners in the
Warner Brothers
jazz band parade
read, "The Exhibitors Herald. The
friend of the exhibitors," which spells a
lot for the perspicacity of the Warner
Brothers publicity and advertising de-
partment.
*
While Famous Players is releasing
"The Girl Provider," the exhibitors at
the convention recognize the versatile
Earl Hudson as an iionest-to-goodness
girl producer.
*
Thomas Ince, who is slated to enter
the independent products field, was
greeted by Eddie Bonns, the Warner
Brothers "praise agent," as Roger Terrin
calls him. Ince, 'tis rumored, will make
several pictures for the Warners. The
exhibit at the Coliseum netted the exhibi-
t o r s $20,000 i n
leases.
*
Warren Lewis,
the Hodkinson su-
perlative s 1 i n ger,
was very much in
evidence, so was
his walking stick.
Jimmy" Grain-
f r and Mrs.
linger are at the
I tel Washington,
vere they are not
v' t c h i n g the
b'ses run.
*
Ed Bingham, who
s s he isn't to be
"ler the suspicion
c being a pro-
per man because
r fought in the
« cutive commit-
1 meeting to se-
J e an invitation
f, Will Hays to
t| dinner Wednes-
d- night, will re-
t'n to Indianapo-
Station WDN (Washington, D. C.) Opening chorus of Head Waiters Male
Quartet from Hotel Washington, "We'll get ours!" assisted by Eddie Bonns peerless
Warner Bros, jazz band. Lecture, "How to oil a steamroller," by a N. Y. exhibitor.
First lessons in crap shooting for the uninitiated. "Ain't it warm." Baseball —
First National defeats Famous Players on home grounds 10 to 7. "Let's have the
cards on the table." "Atta boy." Don't let 'em draw a red herring across the trail.
Make 'em take it over to the Coliseum." "Hellup! I've got my foot under the
roller." Buzz, buzz. (Heavy atmosphere overhanging Hall of Nations.) "All in
favor of moshum." "Aye." "Raw fer Cohen." The Alibi Kid will talk this after-
noon on "How they done it;" "How to revive a dark horse that has been fed
cyanide;" "Who held out on Mrs. Dodge!" and "Who wanted to throw Holley over-
board?" Bedt;me stories for tired exhibitors, reporters, etc., told by Walker, Cohen,
et al. 2 a. m. official time from Waterbury, Conn. "How Dry I Am," by double
quartet of hack drivers.
* * *
Station WDN (Wash) Tromp! Tromp! Tromp! the boys are marching. 500
strong. 10 a. m. "Now is the time to come to the aid of M. P. T. O. A." Toot! Toot!
(steamroller whistle). Haberdashers chorus renders' "Any White Collars Today."
The Music Tax spars two rounds, followed by Film Rental. Old censorship got a
wallop on the nose by Resolution. Didn't take the count. Male chorus of Exhibs.
"Admission Prices Must be Maintained." Famous remarks of famous men: "I
bring you love and kisses from 10.000 exhibitors." Name pronouncing contest in the
lobby was won by a fellow from St. Louis.
Irving Lesser,
Charles C. Burr,
B e r n i e Fineman
and Lou Berman
were prominent
state righters who
hobnobbed with the
theatre owners.
*
Marcus Loew on
his arrival in Wash-
ington discovered
that he owned a
couple of theatres
here and, generous
man that he is, he
immediately set
into operation
plans for a big and
characteristic Loew
entertainment for
the delegates.
38
EXHIBITORS HERALD
May 20, 192:
One of the Industry's History
Makers Observes Birthday
Selznici\ Celebrates Anniversary "Working As We Have
Been Wording These Ten Years''
By JOHN S. SPARGO
(New York Editor, Exhibitors Herald)
NEW YORK, May 9. — Without blare of trumpets, special drive, or
even a "week," the tenth anniversary of the advent into the film in-
dustry of a man who has done much to make its history, was cele-
brated last week. The history maker is Lewis J. Selznick, and the anni-
versary not only registered his appearance in the film world but also was
the anniversary of his birth.
T T was the intention of many in the
-*■ Selznick organization to celebrate the
double event with a party of considerable
dimensions, but when the head of the
organization was approached on the mat-
ter, he said:
"I feel honored by the suggestion and
thank you for remembering, but we are
all busy people, so let us celebrate it by
working as we have all been working
these ten years."
* * *
Mr. Selznick, noted throughout the in-
dustry as a man of vision, decided that
the film industry — then in its infancy —
offered wonderful opportunities for the
energy, initiative and foresightedness
which had built up for him an enviable
reputation in the merchandising field.
Securing a connection with what was
then one of the largest producing and
distributing organizations in the industry
his first work was along the lines of re-
organization.
Within three months he was made gen-
eral manager of the company and pro-
ceeded to put into effect progressive ideas
which were deemed entirely too "radical"
by his superiors. One of these was a
regular output of "features" to replace
the thousand-foot pictures of that day.
Being unable to get the free rein which
his energy and vision demanded, Mr.
Selznick severed his connection with the
company and a new company was started
with a program of three-reel productions.
These caught the public fancy, and as
the result — the first real step out of the
one-reel program. The new feature com-
pany prospered amazingly. With visions
of bigger and better pictures in mind Mr.
Selznick proposed to advance from three-
reel features to five reelcrs. So successful
had the company been with the three-
reelcrs that they were averse to change,
and when a free hand was again denied
him, Mr. Selznick again quit.
* * *
He then formed another company, this
time backed by Wall Street capital, and
startled his former associates with the
announcement that he would release a
five-reel picture each week. This "new-
fangled" idea was so radical that it was
freely predicted that the exhibitors and
the public would not support it. Mr.
Selznick's reply was that the time was
not far ahead when the exhibitors would
change from the custom of one day's run
for a picture so that they would run pic-
tures— and particularly his features — for
two or even three days at a time.
Then he went ahead to make this pre-
diction come true. Getting the Shuberts,
William A. Brady and other theatrical
producers with him, he secured their suc-
cessful stage plays for picturization. In
these he brought to the screen many of
the prominent stage stars of the day, and
then proceeded to "make" screen stars,
and the big thing was started.
About six years ago he started Select
Pictures Corporation and Selznick Pic-
tures Corporation, which are identified
in the trade as the Lewis J. Selznick En-
terprises, and which hold an enviable
place in the industry, not only in this,
but in every English speaking foreign
country.
* * *
One idea Mr. Selznick had long wanted
to try, and now that success, energy and
ability had placed him in a position where
he controlled his own company without
the handicap of a board of directors, he
decided to do it. He recognized that all
pictures were not of equal merit and that
the then program system was a fallacy.
The new idea was open booking of indi-
vidual pictures, and when this announce-
ment was made it was greeted with the
same derision that had met his proposal
for "feature" pictures in place of the one
reelers. Competitors laughed but exhibi-
tors listened, and Mr. Selznick, unde-
terred, went ahead as he had with his
other ideas. May 1, 1916, the Lewis J.
Selznick Enterprises started work on
"The Common Law," starring Clara
Kimball Young, written by Robert W.
Chambers, and directed by Albert Capel-
lani.
Mr. Selznick sold half interests in
franchises for the various territories
throughout the country and the exhibi-
tors became his partners and they .ill
made money. Later he repurchased these
franchises and gradually opened thirty
branches throughout the country, besides
many in foreign lands.
* * *
Many of the front rank stars of the
pictures owe their advent to the films to
Mr. Selznick, among these buing Nazi-
mova, Eugene O'Brien, Elaine Hammer-
stein, Alice Brady, Erich von Strohcim,
Richard Barthelmess, Vivian Martin,
Robert Warwick, Bert Lytcll.
Among the directors who have been
prominent in productions sponsored by
Mr. Selznick arc the following:
Alan Dwan, Herbert Brcnon, Sidney
A. Franklin, Albert Capellani. Charles
Giblyn, John W. Noble. Robert Z. Leon-
ard, Henry Kolkcr, William P. S. Earle,
Victor Heerman, Henry Lehrman. lames
Young, George Irving, Chester Withey,
Ralph Ince, George Archainbaud, Maur-
ice Tournetlf, Emile Chautard. Lconce
IVrret. George J). Baker, Charles Miller,
Alan ( rosland, Laurence Trimble. Rob-
ert G. Yignola, Hobart Henley, Robert
Kilis and Reginald Barker.
LEWIS J. SELZNICK observes ten
anniversary of his association with t
motion picture industry.
Admission Taxes
In March Show
Attendance Gai
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C, May 9.-.A
mission taxes collected during Mar
show an increase of $400,000 over those
February, indicating that theatrical
tendance throughout the country ag;
is on the increase.
Collections in March, as reported
the Bureau of Internal Revenue, w
$6,284,528, as compared with $5,867,:
in February. Collections in Mar
1921, were $7,863,785. For the thr
quarters of the fiscal year ended w
March, admission tax collections tota
$56,581,636. For the same period of 1
year they were $67,795,373, indicatinf
falling off of slightly more than $11,0'|
000 so far this year.
Organ ize to Get Films
Refused by Exchang
(Special to Exhibitors Herald)
KANSAS CITY, MO., May 9.— Ir^
by recent action on the part of Miss< i
and Kansas exhibitors which folio' 1
the adoption of pledges by the majo|»'
■it exchanges to refrain from renting
to non-theatricals, representatives of _\|-
ous phases of community life
formed what is to be known as the (
zens Motion Picture League.
Their object is "to cooperate withjll
factories in the community and in
motion picture industry towards
broadest and most useful dcvelopn
of the motion picture as it relates to
religious, educational and rccreatij
activities of communities."
Hughes Renews With
Goldwyn Corporate
(Special to Exhibitors Herald)
NEW Y O R K, May 9.— Run
Hughes has renewed his contract (
Goldwyn. Under his new contract, l(
author will write, direct and edit his 11
pictures.
lay 20. 1922
EXHIBITORS HERALD 39
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of May 20
Stories Told
by
the Camera
Corinne Griffith, Vitagraph star, gets into the spirit of the New Ycrk Associa-
tion for the Improvement of the Conditions of the Poor's drive for funds by
entertaining kiddies at studio. Next, star shows President Albert E. Smith's
$100 bills to buy votes for leader in popularity contest which is part of drive.
Star throws hat into ring as contestant.
Universal exchange staff at Des Moines greets Miss duPont on her arrival to
appear in person during presentation of "Foolish Wives" at Strand theatre.
In picture to left, reading left to right: Edgar B. Haines, manager; Joe Cowan,
C. W. Ross, R. F. Crawford, Hugh Bennett, E. R. Rushing, T. J. Kitching,
Harry Gottlieb, R. C. McCurdy, E. H. Helmts and K. T. Hotchkiss.
Wesley (Freckles) Barry, Marshall Neilan-First National star, is a visitor at
the Oklahoma City exchange of the distributing company. Manager W. A.
Ryan is at the extreme left. Now find "Freckles." Ths star's latest picture is
"Penrod," in conjunction with the presentation of which he has been making
personal appearances in the larger cities.
Edward Connelly is painfully in-
jured by an ape during the filming
of Rex Ingram's "Black Orchids" at
the Metro studio on the West Coast.
40
EXHIBITORS HERALD
May 20, 1922
Louis B. Mayer and the triumvirate of directors who will produce under the Mayer banner. Left to right: Fred Niblo,
John M. Stahl, the producer, and Reginald Barker. Although there are a number of Mayer productions yet to be
delivered to First National, the producer is completing arrangements with Metro for the distribution of some of the
features, which will be produced with all star casts. J. G. Hawks also has joined the Mayer organization and will
have charge of all scripts. New productions either are under way or will be commenced shortly by the three directors
at the Mayer plant on the Coast.
Century comedy stars. To the left, Queenie, the
company's equine star; center, Johnny K. Fox, the
young freckled comedian, and to the right, that
always enjoyable little stellar light, Baby Peggy.
Universal distributes these short subjects which
have been given prominent place on the programs
of the larger theatres of the country.
Dorothy Devore, Christie comedy star, with J. A. Par-
tington, one of the team of Roth & Partington, who
operate the four theatres of the Market Street Realty
Company in San Francisco. Miss Devore recently com-
pleted a successful personal appearance at the Granada,
the newest of these houses.
A number of the prominent people engaged in making
Cosmopolitan's big production of "When Knighthood
Was in Flower," starring Marion Davies. The star is
seated in the center of the group. Robert G. Vignola,
the director, stands third from the right. Next to him
is Joseph Urban.
lay 20, 1922
EXHIBITORS HERALD
41
Stunt arranged by Frank Leonard, Equity
exploitation man, to aid the run of "Where
It My Wandering Boy" at the Allen
theatre, Cleveland. The "mother" of "the
Wandering Boy" is greeting Tris Speaker,
manager of Cleveland Indians.
Propelling the pen along the dotted line of a Metro contract is Wil-
liam Gueringer, assistant general manager of Saenger Amusement
Company, New Orleans. The two attentive spectators are, next to
the a. g. m , T. J. Connors, assistant general sales manager for Metro,
and C. E. Kessnich, district manager at Atlanta. The contract is for
"Fascination," starring Mae Murray. Robert Z. Leonard directed.
warm reception is being accorded delegates to the national convention of
he M. P. T. O. A. this week at Washington by these men and their co-workers,
nembers of the District of Columbia unit of the national organization. Left to
ight: Harry M. Crandall, A. Julian Brylawski, Sam M. Boyd, Sidney B. Lust,
Villiam C. Murphy, Morris Davis and Nelson B. Bell.
This is the theatre where Fox films are shown exclusively in the village of
Utas, Uruguay. The house, with a seating capacity of about 200, presents
ictures every Saturday. Long wooden benches serve as seats. Can you
magine how pop-eyed the natives would be if they had the opportunity of
Mending performances at the Chicago or Capitol theatres? Note the garden
n the foreground.
Ingvald C. Oes, manager of Famous
Players-Lasky Corporation's offices
in Copenhagen, who is in New York
to confer with E. E. Shauer, director
of the company's foreign depart-
ment.
42
EXHIBITORS HERALD
May 20. 1922
m mm IfiHMMM
A number of actors recently have had the opportunity
of exhibiting their fistic abilities. This is a ring scene
from the popular "Leather Pushers" series which Uni-
versal is distributing.
Conway Tearle's latest feature for Selznick Pictures
Corporation presents a lively ring scrap. The title of
the picture is "The Referee." Select is distributing the
production for the producing company.
One of the bits of humor in "Turn
to the Right," the Rex Ingram pro-
duction which Metro is distribut-
ing. Alice Terry is one of the
featured players in the film.
The emblem of good luck is prom-
inently displayed for the benefit of
Buster Keaton in his latest com-
edy, "My Wife's Relations," for
distribution by Associated First
National Pictures.
An amusing bit from "Silas Mar-
ner," the screen version of George
Eliot's novel. Associated Exhibi-
tors is distributing the picture.
Entangling alliances. Raymond Hitchcock stirs up trouble over the noodles
in his forthcoming Paramount production, "The Beauty Shop" This is an
adaptation of. the musical comedy in which Hitchcock played for a season
or so. Edward Dillon directed the feature for Cosmopolitan Pioductions.
Channing Pollock and Rennold Wolf wrote the original for the stage.
Kenneth Harlan, Alice Lake and
Gaston Glass receive instruction!
from Edwin Carewe during filming
of "I Am the Law" for Affiliatec
Distributors, Inc.
lay 20, 1922
EXHIBITORS HERALD
43
Decorations in the top picture indicate that First National's
"Clean Up Month" in the New York territory was an actuality
and not a myth, or something just to talk about. Below are
the sales forces of the New York, Buffalo and Albany ex-
changes at a preliminary conference in New York with Man-
ager R. H. Clark, seated in the center of the picture.
Alice Calhoun, star in Vitagraph productions,
finds many a heartfelt message in her daily fan
mail. Her latest feature for the company is
"The Angel of Crooked Street," in five reels. In
this feature she has a role which is especially
suited to her talents.
Rex Ingram renews Metro contract for two
years. During that time he will produce six
big pictures. After the completion of "Black
Orchids," on which he is now working, Ingram
will make a screen version of Victor Hugo's
"Toilers of the Sea."
Camera study of Frank
Mayo, whose latest pro-
duction for Universal
Film Manufacturing Com-
pany is "Tracked to
Earth," in five reels.
Henri Bernstein, author of
"Shackles of Gold," the Fox
production in which William
Farnum stars. The picture
heads the company's' May
distribution schedule.
EXHIBITORS HERALD
May 20, 1922
BILL YEARSLEY, alias C. L. Yearsley,
has been named publicity agent for the
motion picture golf tournament which
takes place, occurs, or happens on May 25,
and thereby hangs a tale.
The handling of the publicity and the
question of getting the best man available
to do it was being discussed at the A. M.
P. A. luncheon the other day. President
Yearsley was vastly interested and said that
the man selected to get out the press work
should be one who knew the ancient and
honorable game backwards, crossways and
up-and-down.
At this juncture Paul Gulick happened to
remark that he had discovered his driver
broke. Yearsley suggested that Gutick at
least give the poor fellow enough money to
keep him eating until payday.
The question of the handling of the pub-
licity was again taken up and it was unan-
imously agreed that Yearsley was best
qualified, so he's the press agent.
P. S. — One of the First National pub-
licity boys is authority for the above but as
he has a wife and several small children all
crying for bread and Esquimaux pie, he
needs his job so the name is withheld.
* * *
And speaking of golf, Dick Weil denies
that he thought a midiron was something
to press clothes with. He declares he knew
all the time that it was a tool used by
plumbers and tinsmiths.
* * *
Jerry Beatty is back from a two-months'
trip to the coast, which time he spent at
the Lasky studios getting primed up and
priming others up on the fall production
campaign. Jerry was accompanied on the
western trip by one golf bag, several clubs
and a pair of knickerbockers.
* * *
Charles J. Petti john has moved across
Fifth avenue from the offices of the Amer-
ican Fiscal Corporation to those of the
Motion Picture Producers and Distributors
of America, where he is acting as special
assistant to President Will Hays. Mr. Pet-
tijohn has been giving the new association
a great part of his time ever since its
formation, attending chiefly to matters af-'
fecting legislation and censorship. His
knowledge of film matters will undoubtedly
be of great value. And by the way, he is
the only person selected from the film in-
dustry to actively connect himself with the
Hays organization.
* * *
Captain Jimmy Loughborough, of mili-
tary, film and Foch fame, was sneaking of a
man who still likes to tell of his army
experiences and to flaunt his title. Said
Capt. Jimmy:
"That fellow really has so much military
knowledge that he thinks a skirmish line
is something to tie the colonel's horse with."
* * *
Randolph Lewis, known to the hoi polloi
as "Randy" for lo, these many years, has
shaken the Broadway dust from his pedal
extremities and joined the expatriates in
London for the summer. In the rush of
leaving he paused long enough to resign
from his position as director of publicity of
Pathe. "Randy" sailed last Saturday and
will devote the next few months to over-
seeing the production of some plays he is
interested in, and at the same time attend-
ing to a lot of business in connection with
films.
* * *
Paul Perez, of Universal, lost his charm-
ing young wife one night last week. Both
Paul and Mrs. Paul are working hard on
the charity drive and at a midnight showing
of "Shuffle Along" at the Sixty-Third
Street Music Hall, friend wife became mis-
laid. After the show was over and Perez
was about to enlist the aid of the "missing
persons" branch of the police department,
Mrs. Paul was discovered over at the other
side of the theatre in close conversation
with what Perez describes as "a couple of
cake eaters in dinner coats." Dashing to
the rescue he arrived just in time to witness
the "cake eaters" handing over a goodly
sum in purchase of a lot of votes for their
favorite film star. So the lost is found and
all is harmony in the Perez household.
* * *
In recognition of the work which S. L.
Rothafel has done for the development of
music and his efforts in making the motion
picture theatre one of the greatest mediums
of popular musical education, Alexander
Lambert gave a dinner in his honor last
Friday evening at his home, 250 West 91st
Street. Several prominent musicians were
present to honor Mr. Rothafel, among them,
William Mengelberg, Jascha Heifetz, Prof.
Leopold Auer, Mr. A. Ludlum and Fred-
erick Steinway.
* * *
Governor Samuel R. McKelvie, of
Nebraska, who vetoed the censorship bill in
that state last year, is in New York for rest
and recreation. He brought with him a
motion picture film showing the laying of
the cornerstone of the new $5,000,000 state
house at Lincoln, which all of the news
weeklies have taken and will show.
George Brown, of Universal, spends his
week-ends at Northport, L. I., hunting. His
friends say George has recently discovered
that the festive African golf abounds in the
vicinity of Northport and that the hunting
there is fine.
* * *
Abe Stern is back in New York from the
coast and will sail for Europe next week
on a pleasure trip. He admits that if prop-
erly urged he will arrange for wider distri-
bution of Century Comedies on the other
side.
* * ♦
Victor Nurnberg, demon song writer,
who wrote his monaker on the pages of
musical history when he perpetrated "The
Isle of Zorda," is preparing another song
for "Oliver Twist," the coming Jackie
Coogan picture. — John S. Sparco.
Joe Brandt
A Few Pertinent Facts
About the President of
C. B. C. Film Corp.
THE chap who said: "I'd rather b
right than be president," didn't knov
Joe Brandt. For Mr. Brandt is provin;
that it is possible to be both — right, a
least as far as a sure judgment of motio
pictures goes, and president of no les
than four successful film corporations.
First of these is the C. B. C. Film Sale
Corporation, in which he is the "B" bt
tween the two "C's" of Jack and Harr
Cohn. Mr. Brandt also signs on the pres
dent's line of the Star Serial Corporatioi
producing and releasing Eddie Polo
"Cap'n Kidd," the Art Brand Prodm
tions and Quality Film Productions, In
But Mr. Brandt's mother did not rais
her boy to be a motion picture produce
Nothing was further from her thoughts-
and so we find him being graduated froi
New York University Law School an
admitted to the bar and practicing sw
cessfully for some years. En passant, w
don't mean what you mean, although M
Brandt says the word "bar" brings u
wonderful recollections.
Somehow he became imbued with tl
idea that it pays to advertise, so he d
cided to find out for himself just how
did pay, and joined the forces of the Bi
Hampton Advertising agency. Fro
there it was but a step to Billboard whe
he became New York editor, and a
other to Dramatic Mirror, of which pu
lication he was advertising manager.
At that time Jack Cohn was alreac
in the film business, in the old Imp E
change with Carl Lacmmle, and w
watching his friend's clever wot
Lacmmle decided that he could u
Brandt in his business, so offered him
job. Brandt said he would try anythn
once, so he moved into the movies. a>
it wasn't very long before he was hea
ing Universal's publicity dcpartmei
and later became general manager.
Believing the independent field held
great future for men with ideas, im
ative and grit to carry them through,
joined with Jack and Harry Cohn, w
the result the C. B. C. Sales Corporatu
av 20. 1922
EXHIBITORS HERALD
45
] adio to Be Basis
Of New "U" Serial
Iramatic Story Will Show
Present and Future
Wireless Scope
(Special to Exhibitors Herald)
n'EW YORK, May 9.— "The Radio
Ing" is the title of a new Universal
sial, work on which has been going on
f the past few months. The popularity
c radio at present is expected to
rke this one of the most unusual chap-
t -plays, capitalizing on a discovery of
ssnce in which public interest has
r ched a great height.
Depicts Future of Radio
luch of the preliminary work on the
p>duction has already been done. It is
Stars to Greet
Fans by Radio
Universal City is installing a
powerful radio which will permit
the company's stars to talk to more
than 200,000 fans nightly. Harry
D. Brown, chief electrical engineer,
is supervising the installation.
The sending station will be avail-
able to the forest service for
broadcasting fire warnings and for
communication with rangers on
outpost duty.
t intention of Universal to throw a
d matic story against the radio back-
g und, at the same time tell the present
sjry of the radio and show in a graphic
nnner some of the uses to which it
ny be harnessed within the next fifty
'ermission has been obtained to build
a broadcasting station which can be
ud permanently and the appearance of
vich can be changed to make it repre-
s t other stations. The station will
hre a wave length of almost a thou-
s d miles.
Co-operate With Experts
Udio experts have been consulted to
iiure accuracy in the portrayal of the
v ious phases in which the wireless will
b used. In collaboration with govern-
nnt officials methods of home construc-
ts will be explained in the film. The
vrk of prominent inventors in connec-
ts with radio will also be shown. A
c t is now being selected and it is
pnned to publish the new chapter-
py in Summer.
lanager Guilty in
Fatal House Blaze
(Special to Exhibitors Herald)
."EW HAVEN, CONX., May 9.—
Lvrence W. Carroll, manager of the
F Ito theatre, which caused a loss of ten
li s when it burned last November, was
tVnd guilty of manslaughter in the su-
pior court and sentenced to one year
"jail and to pay a fine of $1,000. The
Ce has beer, appealed and he has been
r ased on $2,500 bonds.
Endorse Hays* Action
(Special to Exhibitors Herald)
1UNCIE, IND., May 9.— The Munci--
iiisterial Association has authorized its
e cutive committee to write a letter of
CTimendation to Will H. Hays for his
* er concerning Roscoe Arbuckle pic-
t es.
Revised American Releasing
Contract Eliminates Deposit
"Your Signature on Your Contract With Us Is
Your Security, " Says Announcement Made
By Distributing Corporation
(Special to Exhibitors Herald )
NEW YORK. May 9. — Action which may be far-reaching in effect, in
that it may influence the future of distribution, has just been taken by
American Releasing Corporation. A revised contract eliminating the ad-
vance deposit clauses has been adopted by the company and is effective
immediately.
In abandoning the cash deposit, the distributing company, recently
organized by Walter E. Greene and F. B. Warren, is refunding all de-
posits or "films have been shipped, served and played to absorb" these
cash advances.
System Under Fire for Several Years
The advance deposit question has been a bone of contention between
the distributor and the exhibitor for years past. Every exhibitor organiza-
tion has placed the deposit system under fire and many delegations of
theatre owners have called upon the home office executive of the various
distributors with requests and demands for elimination of what they
termed '"an evil of the industry."
Announcement of this revolutionary
change is made at a time when hundreds
of exhibitors are gathered at Washington,
D. C. for the third annual convention.
The company's new policy is made pub-
lic in the following statement:
First to Take Steps
"In the twenty-year-old motion picture industry
no nation-wide distributing company has had the
courage or the foresight to go it alone on its own
money without tailing back upon the exhibitor
for deposits on theatre contracts.
"Much of the ill repute and scandal attached to
distribution past and present had its origin in the
actual or fancied misuse of exhibitor funds for the
financing of lame-duck distributing machines.
"American Releasing Corporation takes pride in
announcing that today, with this announcement,
we become the first and only company operating
in the United States of America that neither asks
nor requires any deposit from any exhibitor sign-
ing a contract to play the pictures released by our
company.
"We are operating here and. in other parts of
the world with our own money and with not one
penny of your money. Your signature on your
contract with us is your security. Should some
exhibitor dishonor his signature we will not deal
with that exhibitor.
"Whatever deposits we have held have been
returned to their owners, or films have been
shipped, served and played to absorb deposits and
there is not today in American Releasing Corpora-
tion a five-cent piece of anyone's money except
our own.
"We commend this announcement of a proper
and yet courageous step to the attention of the
Motion Picture Theatre Owners of America now
holding their annual convention in the City of
Washington. What we have done is what every
exhibitor organization in the United States has
been endeavoring to bring about for the past
ten years."
Causes Eliminated
Deposit clauses have been eliminated
from all American Releasing contracts
for all business to be contracted for
within the boundaries of the United
States and deposits previously held by
American have been applied on current
business being played immediately or
refunded direct to exhibitors holding
contracts.
(Special to Exhibitors Herald)
FORT WAYNE, IND., May 9.— Max-
well Karger, for several years director
general of Metro Pictures Corporation,
was found dead last Friday in his draw-
ing room cn a Pennsylvania train as it
entered Fort Wayne. Mr. Karger was on
his way to California from New York.
Heart disease was the cause of death.
Mr. Karger was 45 years old and is sur-
vived by a wife, son and daughter.
Second Week Without
Music for St. Louis;
Both Sides Stand Pat
(Special to Exhibitors Herald)
ST. LOUIS, MO., May 9— The St.
Louis musicians strike has entered upon
its second week with no apparent change
in the situation since April 30, when the
players walked out, stating they did not
intend to return to work unless the thea-
tres proposed to continue the existing
wages and working contracts. This the
managers refused to do. Both sides have
since stood pat.
Stagehands Join
Musicians' Strike
MUSKOGEE. OKLA., May 9. —
Twenty-five stage union employes of the
theatres of Muskogee have joined the
sixty union musicians on a strike, alleg-
ing that contracts with the manage
have not been kept.
46
EXHIBITORS HERALD
May 20. 1922
A
I
C
OFFICIAL BALLOT
A
I
C
As Mj^avorite Motion Picture Star
Number of Votes Amount Paid $/
Remember! Each Vote Costs 10 Cents
Ballots may be mailed to James G. Blaine, Jr., Treasurer
New York Trust Company, No. 1 East 57th Street
No ballots will be counted unless accompanied by cash. The proceeds are to be ex-
pended by the New York Association for ImprovirmJihe Condition of the Poor for
the sick and needy.
Signature of Voter
MAYOR HYLAN of New York City, casts first ballot in A. I. C. P. popularity
contest, his ten votes being credited to Lloyd Hamilton, Educational comedy
star. Later the mayor added ninety votes more, giving the comedian 100 votes
at the outset.
Kane Advertising Praises Films
Handled by Competitors
"The More They Succeed the Better Are My Chances," Is
Reason Assigned by "A. E." President
ARTHUR S. KANE, president of Associated Exhibitors, says that "the
more my competitors succeed the better are my own chances." That
he is firm in his convictions is proved by recent advertising carried
on Associated Exhibitors product. In each advertisement is a message
praising the work of some star or producer in no way connected with Mr.
Kane's organization.
"THUS, in an advertisement on "Lady
Godiva," Mr. Kane has inserted the
following comment :
"Marcus I.oew: You have immortalized the
photoplay in producing and distributing "The Four
Horsemen of the Apocalypse'."
* * *
On a page calling attention to the
merits of "Silas Marner" was the state-
ment :
"To English literature what 'The Three Mus-
keteers.' so wonderfully produced by Douglas
Fairbanks, is to French fiction."
Again, in an advertisement for
"Woman, Wake Up," was published this
statement :
• "Congratulations to Mr. Thomas II. Incc on his
magnificent attraction now sweeping the country:
'Hail the Woman'."
The advertisement on "The Sin of
Martha Quced" praises "Tol'ahle David";
in the "Sunshine Harbor" display is a
commendatory message about "Ten
Nights in a Barroom," and on the page
devoted to "A Pasteboard Crown" is a
message lauding "Why Girls Leave
Home."
Mr. Kane declares he was not moved
by the spirit of altruism when he
adopted this type of advertising. His
reason is this :
"I pay compliments in my advertise-
ments only when I consider them richly
deserved, and I am sincere when I ex-
press hope for the success of others in
the industry. Why? Because the more
they succeed
chances.
the better are mv own
"In one respect the motion picture
business is analogous to very few oth-
ers. It costs as much to operate a thea-
tre when it is nearly empty as when it
is filled. It is somewhat the same with
railway passenger trains and steamships,
hence there is an analogy between the
pictures and railroading and shipping,
but I can think of no other business
where a like condition prevails. The
comparison with the passenger train is
not exact because cars may be left off
the same, as in a hotel various floors
may be closed. The' exhibitor cannot
close part' of his theatre, though, nor
leave off afiy portion of it.
"Now, this being true, it follows that
the ordinary rules of competition are
reversed in our industry. Instead of
even secretly hoping the other fellow
will produce or distribute p'oor pictures,
each one of us should be hoping and
praying to the Eternal that each of our
competitors will produce and distribute
great attractions. Theatres must be
successful or producer and distributor
cannot win. And it takes a flow of good
product to keep theatres successfully
appealing to the public and to increase
and extend the sphere of influence of
motion pictures.
"Our industry requires competition
and stimulus. The higher the percentage
of success the better for all of us, for
each. derives benefit from the success of
the others. It is in that spirit that I
place these little compliments in my
advertisements."
Billie Burke and
Earle Win Honors
Couple Voted Queen and King
of Pictures at Charity-
Carnival in East
(Special to Exhibitors Herald)
NEW YORK, May 9.— Billie Burke
and Edward Earle were crowned King
and Queen of motion pictures at the May
Carnival at the Astor Hotel — one of thi
features of the charity drive in which
producers, distributors and exhibitor or-
ganizations, under the chairmanship ol
Will H. Hays are co-operating with the
New York Association for Improving tht
Condition of the Poor in a campaign ti
raise money for that organization.
A considerable sum of money is saic
to have been raised through the effort:
of the film folks. The honor of beinf
crowned King and Queen of Motion pic
tures was decided through votes whici
were sold at ten cents each in unlimite<
quantities.
Marion Davies was a close second foi
first place.
Association in Florida,
Just Incorporated, to
Hold Meeting May 11
(Special to Exhibitors Herald)
MIAMI, FLA., May 9— Independen
Theatres Association, organized recenth
and just incorporated, has issued a cal
for a convention to be held at Orland;
on May 17 at the San Juan hotel. Thi
organization is capitalized at $10,000.
Membership in the Association is lim
ited to theatres not included in the Fam
ous Players-Lasky-Southern Enterprise
circuit.
Duped by Man Posing
As Washburn 's Frienc
(Special to Exhibitors Herald)
LOS ANGELES, May 9.— A youni
man, giving the name of Charles N
Nichols, recently came to Bryant Wash
burn with a letter of introduction from
friend. On departing, according t<
Washburn, Nichols took some of th
actor's personal stationery.
Since then, Washburn states, h
has received numerous letters fron
friends, complaining that Nichols ha.
presented the actor's "letter of introduc
tion" and had been successful in liavini
worthless checks cashed. Among thos
duped was Wattcrson R. Rothacker o
Rothacker Film Manufacturing Com,
pany.
New Jersey Exhibitors
In Convention June 2C
(Special to Exhibitors Herald)
JERSEY CITY, \T. J.. May 9.-TH
Motion Picture Theatre Owners of Nei
Jersey will hold its annual conyentio
at Hotel Alamac in the mountains o
Lake Hopatcong starting June 20 an
up to and including June 23.
Rothafel Honored
(Special to Exhibitors Herald)
NEW YORK, May 9.— In recognition
of the work he has done in the develop
mint of music and pictures S. L. Roth
afel of the Capitol theatre was tendere;
a dinner by Alexander Lambart at whic
a number of prominent musicians
present.
Mav 20. 1922
EXHIBITORS HERALD
47
Exhibitors Blame Cohen in
Action Exonerating O'Reilly
Rochester Theatre Men Say Gross Injustice Has
Been Done to State President — Will Fight
National Chief at Washington
(Special to Exhibitors Herald)
XEYY YORK, May 9.— The first real skirmish in the Cohen-Walker
battle had its locale in Albany and resulted in a crushing- defeat for the
national president of the exhibitors in so far as his prestige in his own
state is involved. The scrap was in the form of impeachment proceed-
ings by which the Cohen forces hoped to dispose of State President Charles
L. O'Reilly and Secretary Sam I. Berman, who are the real leaders of the
battle to force Sydney Cohen out of office.
Charges O'Reilly with Mishandling Funds
The impeachment proceedings, as outlined in the Herald of last week,
were on charges made by some Rochester exhibitors that O'Reilly and
Berman were disloyal, had mishandled the funds of the state organization
and should be removed from office. All the charges were disproved before
the board of directors and O'Reilly and Berman were praised.
Indianapolis Clergy
Joins W. C. T. U. in
Sunday Closing Drive
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., May 9.—
The Indianapolis Ministerial Association
ias entered a campaign started by the
vlarion County W. C. T. U. to close Sun-
lay picture shows. Objections were
aised to the undertaking but the ma-
oritv of the ministers voted to get back
if the movement.
"We've got a blood\ fight and we
lad better not go into it except with our
leeves rolled up," said the Rev. \Y. L.
-3wing of the Irvington Methodist
"hurch. He pointed out that it would
Irive half the motion picture theatres in
he city out of business and would bring
lbjections from leading laymen of the
rhurches.
The Rev. Allan B. Philputt also op-
iosed the move.
Reformers Persecution
Forces Pastor to Quit
(Special to Exhibitors Herald)
1 LAWTON. OKLA.. May 9.— Rev.
Chomas J. Irwin, pastor of the- First
Jresbyterian Church, who has been
•attling a clique in his congregation who
riticised his liberalism, especially be-
cause he conducted motion picture shows
h the church annex, has resigned from
is charge.
The fight on Rev. Irwin became so
•itter that on April 30 three men kid-
appe'd him. bound his hands and feet
nd then threw him from an automobile
ito a pool of muddy water.
Small Fire in Booth
Looks Big on Screen
(Special to Exhibitors Herald)
KANSAS CITY, MO., May 9— A
mali but unusual fire in the operator's
ooth at the Globe theatre caused a near
anic. when it was flashed on the screen
,i magnified form giving the semblance
f a huge blaze.
Order was quickly restored through
le quick work of Manager "Cy" Jacobs,
ut not before a fat woman in the first
ow had jumped into the orchestra pit
nd wrecked the bass viol.
Zxport & Import May
Extend Its Activities
• (Special to Exhibitors Herald)
NEW YORK. May 9.— It is reported
iat Export & Import Film Company, the
rganization headed by Ben Blumenthal
.nd Louis Auerbach, which at present
selling Selig's serial. "The Jungle
oddess" on the independent market,
■ ill extend its activities in the American
eld this fall.
rheatre Publicity Man
to Make Trip Abroad
(Special to Exhibitors Herald)
ST. LOUIS, MO.. May 9.— Harry
iemeyer, director of publicity for the
-issouri theatre. Grand and Lucas ave-
jes, will sail for Europe May 12. He
ill spend several weeks in Paris, France,
id expects to return the latter part of
ine.
The following resolution was adopted:
"Whereas, Jules Greenstone, representing the
Motion Picture Theatre Owners of Rochester,
states that the alleged charges against President
Charles L. O'Reilly and Secretary Samuel I. Ber-
man. of the Motion Picture Theatre Owners of
New York, were influenced by Sydney S. Cohen,
Irvine Salyerds and Edward M. Fay,
"Whereas, the records of tl.e organization and
evidence submitted to this board of directors Drove
•hese alleged charges to be false and without
foundation.
"Therefore, be it resolved, that these charges
are dismissed, and be it further resolved, that this
board of directors express its unqualified and
whole- hearted confidence in President O'Reilly
and Secretary Berman. and express to them its
regret for the reflection unjustly cast upon them,
and further.
"Be it resolved, that this resolution be brought
to the attention of the national convention in
Washington."
Seventeen Members Present
Present at the meeting were the fol-
lowing members of the state board oi
directors:
David Cohen of Binghamton, Sam Sheer of
Corona, Samuel Peyser of State Island Charles
Steiner of Xew York. Walter Hayes of Buffalo,
Leo Brecher of Xew York. W. H. Linton of Little
Falls Jules Michaels of Buffalo, Joseph Quittner
of Middletown. Bernard Edelhertz of Xew York.
Jules Greenstone of Rochester, Samuel Suckno of
Albany. V. A. Warren of Messena. A. A. Elliott
of Hudson. Louis Buettner of Cohoes. Rudolph
Saunders of Brooklyn, and William Dillon of
Ithaca. Charles L. O'Reilly and Samuel I. Ber-
man are also members of the board _of directors,
but as they were defendants, they did not sit in.
The absent directors were Howard J. Smith of
Buffalo, Fred Cook and Xathan Robbins.
Vice-President William Dillon, of
Ithaca, presided. O'Reilly and Berman
were represented by Senator Walker.
The only one of the Rochester exhibi-
tors involved in bringing the charges
who was present was Jules Greenstone,
who was accompanied by his attorney.
John I. Mclnerney. Sydney Cohen had
also been urged to be present and had
said he would be there, but changed his
mind and remained away.
No Proof Presented
No proof to substantiate the Rochester
charges were presented. Jules Green-
stone asked permission to speak and then
stated that he was sorry the charges
were made as he was now convinced that
there was no basis for their being made.
He said:
"We were influenced and misinformed
by Sydney S. Cohen. Irving Salyerds and
Edward M. Fay. I am confident that a
gross injustice has been done to O'Reilly
and Berman by the Rochester exhibitors
but when I get back I will explain the
whole thing and I can assure you that
when you go to Washington you will
find that the Rochester exhibitors are
with you 100 per cent to see that these
men are brought to justice and made to
explain their actions."
O'Reilly Gives Statement
President O'Reilly read a statement of
the financial affairs of the state organ-
ization utterly disproving the Rochester
charges and this was verified by Treas-
urer W. H. Linton, and a certified public
accountant.
It is expected that the resolution of
the board of directors at Albany will
figure largely in the attack which will be
made on Sydney Cohen at the AYash-
ington convention.
The board of directors voted unan-
imously that Senator Walker be invited
to accompany, be a party of and sit with
the official New York delegation at the
convention.
Oldknow Resigns from
"U" Distributing Firm
(Special to Exhibitors Herald)
NEW YORK, May 9.— William Old-
know, for the past ten years general
manager of the Consolidated Film and
Supply Company, has resigned his posi-
tion and is succeeded by Ned E. Depinet,
who has been his assistant. The Con-
solidated Film and Supply Company is
the distributing organization for Univer-
sal Film Manufacturing Co. for the
Southern part of the United States with
headquarters at Atlanta, and branches at
New Orleans, Dallas, El Paso, Memphis,
Jacksonville and Charlotte.
Mr. Depinet has for many years been
in charge of the Dallas branch, and will
move to Atlanta.
Clarion Photoplays Is
Upheld in Court Test
(Special to Exhibitors Herald)
NEW YORK, May 9.— The legal
battle between Horace Goldin and Weiss
Bros. Clarion Photoplays, Inc., regard-
ing the film expose of "Sawing A Lady
in Half" resulted in a verdict favorable
to Clarion Photoplays when Justice Dele-
hanty denied an injunction sought by
Goldin.
Goldin claimed that the film infringed
on the vaudeville act performed by him
under the title "Sawing a Woman in
Two."
48
EXHIBITORS HERALD
May 20, 1922
500 Attend
Meeting
(.Concluded from page 36)
the third annual convention of the Mo-
tion Picture Theatre Owners of America
was officially opened on Monday after-
noon. At 1 o'clock, the starting time,
an orchestra from the Crandall theatres
rendered several selections. They had
been playing about half an hour, when
Cohen and other officers entered the hall.
His appearance was the signal for wild
cheering, the ovation lasting several
minutes and terminating in "Three
cheers and a Tiger for Cohen" in which
the entire front of the hall participated.
Dr. Montgomery, chaplain of the
House of Representatives, then gave the
invocation and the meeting was called
to order.
He was followed by U. S. Senator
Robert L. Owen of Oklahoma, who has
been active in sponsoring legislation for
exhibitors. The senator gave a brief
talk impressing on the exhibitors the re-
markable possibilities of motion pictures
and urging them to make the best use
of their screen.
"You have the possibility of rendering
the greatest service of any organized
force in America," he declared, "and you
deserve the sympathy of American peo-
ple just as you avail yourself of this op-
portunity."
M. J. O'Toole of Pittsburgh was
selected to respond to the senator and
thanked him for his message and wel-
come.
Cohen Reads Report
Sydney S. Cohen then arose and after
being cheered, gave his annual report.
In brief it was as follows:
'The Public Service department has been suc-
cessful beyond expectation, but must be expanded
and eivcn proper financial support.
"The M. P. T. O. A. was responsible for the
repeal of the 5 per cent film rental tax, which
saves the exhibitors $6,000,000 annually.
"Adjustments were made during the year of
difficulties with Famous Players-Lasky Corporation
and First National.
"Three months ago, the M. P. T. O. A. inaug-
urated the Official Urban Movie Chats, and it now
enjoys being almost as widely circulated as any
weekly reel.
"The music tax demands drastic action. The
most logical way of fighting the trust is establish-
ing a clearing house for music write-rs. Have the
M. P. T. O. A. publish and sell their music for
them and refuse to use the music of the 'trust.'
"The M. P. T. O. A. must emphasize to the
public that theatre owners have a separate identity
and must not be held responsible for the actions of
other divisions of the industrv.
"The M. P., T. O. A. must face the task of
cleaning the business at its source.
"A reference library must be established; a
librarian chosen, and money must be voted to
make it a big division of the work.
"A budget system must be adopted for the
M. P. T. O. A.
"The M. P. T. O. A. should establish a Board
of Review to pass on all pictures, the board to
protect the public by eliminating the objectionable
parts of films and protect the theatre owner by
establishing a fair exhibition value on the film.
"Exhibitors must advertise the merit of a pic-
ture, instead of the star, director or producing
company to eliminate many of the existing evils
in the business.
"District leaders should be established in every
territory to look after the interests of the ex-
hibitors generally and gather important informa-
tion for distribution.
"The theatres must continue their efforts to be-
come the recognized community centers.
"Service stations should be established in every
film center to adjust differences between exchanges
and exhibitors. These should be in charge of a
paid manager, centrally controlled.
"The entire organization must back the Massa-
chusetts exhibitors in their fight to defeat censor-
ship at the state referendum next fall.
"School and church competition must be vigor-
ously fought.
"An exchange of exploitation ideas should be
established by members by sending the ideas to
headquarters to be disseminated.
"Present theatre admission prices must be main-
tained.
"Trustification must be prevented as well as
commercial and political control of the screen.
Film rentals should be cut 50 per cent. The inde-
pendent producer must be encouraged.
"The exhibitors must see that the producers
wipe out waste.
"Distributors should stop wasting money in maga-
zines of national distribution and should put this
money into newspaper advertising with the co-
operation of the exhibitors.
"Disillusionment of the public by permitting
people to go through the studios should be stopped.
Also, the exhibitors are tired of reading how many
people slept in tents to see a picture at the
Capitol theatre.
"Prices of accessories must be reduced.
"Insurance on theatres must be lowered.
"A privately owned express companies for the
distribution of films should be discouraged.
"Reform organizations seeking blue laws must
be fought."
The
Convention
By MARTIN J. QUIGLEY
(Concluded from page £}.)
those present that there was a great number of
Cohen enthusiasts in the audience. No occasion
for a noisy demonstration on behalf of Mr,
Cohen was overlooked.
Just what effect the events of this convection
will have on the future of the organization re-
mains a matter of much doubt, although well
informed observers declare that a great possible
peril to the immediate development of the or-
ganization has been created by Mr. Cohen's ia-
sistence upon reelection and his split with many
of those who have been his closest supporters.
Two years seems to have been too long a test,
Cohen Again
President
(Contined from page 34)
but had not suggested him for president.
"Someone told me last night to keep
quiet because it would hurt Metro if I
spoke," he said. "Gentlemen, Metro is
a small part of my holdings. It is just
an incident. But I will say that if I
have to sacrifice my self-respect, I will
quit making pictures."
Sydney S. Cohen then took the floor,
accepted the office of president and an-
nounced that he would not be a candi-
date for re-election next year.
He stated that he appreciated the ex-
pression of confidence from the exhibit-
ors and valued their friendship more
than all the money in the world. He
pledged his time for next year to con-'
structive matters; declared that he felt
it was time to sit down at the table with
the distributors and producers, and an-
nounced that he wanted the board of
directors to rehire Senator Walker.
The election of other officers followed.
Glenn Harper of California was elected
first vice-president. C. C. Griffin, the
only other nominee, withdrew.
Joseph Mogler of Missouri was elected
second vice-president, Willard Patter-
son declining to permit his name to be
placed in nomination.
C. A. Lick of Arkansas was elected
third vice-president; Joseph Rhode of
Wisconsin, fourth vice-president; M.
Van Praag of Kansas, recording secre-
tary, and John T. Collins of New Jersey,
treasurer, without opposition.
The following sixteen men were nom-
inated for directors twelve to be elected:
W. A. True, Connecticut; W. D. Bur-
ford, Illinois; Julian Brylawski, District
of Columbia; Gus Schmidt. Indianapolis;
M. E. Comerford, Pennsylvania; Henry
Lustig, Ohio;Claud E. Cadv, Michigan;
I. W. Mahan. Ohio; W. A. Steffes, Min-
nesota; H. B. Varner, North Carolina;
R. F. Woodhull, New Jersey; Jake Wells,
Virginia; A. R. Pramer, Nebraska; C. C
Griffin, California; Jake Loure, Massa-
chusetts, and E. M. Fay, Rhode Island.
Michael Rosenblum of Pennsylvania
and John Mannheimer of New York
were nominated, but withdrew. Charles
L. O'Reilly declined the nomination.
The ballot was taken and the result will
be announced tomorrow.
San Francisco, which appeared to
have the convention for next year with-
out opposition, now has a tough fight
on its hands, as Illinois is in with an
invitation to Chicago and is making a
vigorous campaign.
MONEY MA
Which Have Been
Exhibitors to Build
By R. ROSS RILEY
(Wigwam theatre, Oberlin, Kans.)
We pulled off a little stunt at
our theatre and made some ex-
tra money. I got a couple of
kids and had them pose for
about 25 photos in the woods,
etc., to illustrate the poem,
"That Old Sweetheart of
Mine," by James Whitcomb
Riley (no relation, I'm sad to
say). Then we made slides of
them, colored them all up line
with water color, and made
title slides, readers of the
poem, etcv and made a nice
little layout of about 50 slides.
We ran them with a regular
feature and it made lots more
business. If enough exhibi-
tors would be interested, I
would be glad to send the
HERALD a copy of my sce-
nario to print.
Of course, I am a photogra-
I N G IDEAS
sed Successfully by
Up Their Patronage
pher, but if you are not, you
could get the local photogra-
pher to make the slides for
you.
By A. C. BETTS
(Powers theatre. Red Creek, N. Y.)
Demand cheaper rentals !
We do.
Give them a variety of stars,
also plenty of comedy. Run
nothing but good clean moral
pictures. We have never run
anything that was not fit for
all.
We run a serial on Saturday
night. On February 11, we
started "Adventures of Tar-
zan" and have had good at-
tendance ever since.
We run only one show and
give them their money's worth
— two reel comedy, two reel
serial, and a five or six reel
picture.
THE THEATRE
15E PRACTICAL
There's
Money
In It
ARTICLE 1
SINCE THE AMERICAN
press has demonstrated by
frequent editorial discus-
sion of economic and so-
cial movements affecting
the motion picture and its
theatre that readers are to
be influenced in their for-
mulation of screen opin-
ions it has become the
business of exhibitors to
supply publishers with
veracious information as
basis i or their writings.
EXHIBITORS READING
this paper have this work
of education made easy tor
them. In the news pages
the big industrial develop-
ments which interest
newspaper editors are set
down clearly and concisely
at face value. In "Herald"
editorials the reaction of
the industry to whatever
stimulus, the causes and
effects of major tendencies
and developments in all
branches, are revealed
with utter fidelity and au-
thority. Newspaper men
familiar with the contents
of these pages can but
publish only the authentic
and truthful statements
which serve with equal
justice press, trade and
public.
THIS EXTENSION OF
'Herald" service is funda-
mentally an exhibitorial
duty. It is an activity born
of business sense and un-
dertaken in the interests
of mutual understanding.
A $1,000,000 Idea
A projection room in a film exchange.
A picture will be screened, it is said, at once.
The exchange projectionist, sedate and manifestly an authority, listens
to a studious-looking, correctly-attired young man, operator at a neighborhood
theatre, who fervently expounds what he has announced as "a million dollar
idea."
We impolitely tune in.
"We nred to catch up with literature," the fervent one explains. "Look at 'The Sheik.'
Hot off the press, a best seller, and right into pictures. A mop-up for everybody. That's
the idea.
"Listen !
"Let somebody film Wells' 'Outline of History.' Let somebody put George Ade's
'Fables in Slang' into pictures — Sinclair Lewis' 'Main Street,' Ring Lardner's Post stories,
B. L. T.'s 'So-Called Human Race," the stuff people are reading.
"Then Shakespeare. 'Hamlet' would make a better picture than either 'Passion' or
'Deception.' If Will Rogers can burlesque 'Romeo and Juliet' and make people like it,
think what Valentino could do with 'Othello' seriously. Look what Fairbanks did with
'The Three Musketeers.' "
"Fine," is the calculated reply.
"Certainly. If I was making pictures — "
"O," stops him.
"Well, we need new brains in production. The public is way ahead of us."
"Seen 'Winners of the West'?" is asked abruptly. "There's your history. American
history. More kick in it. Seen 'Aesop's Fables' ? What's Ade got to beat 'em ? What
small town stuff is there in 'Main Street' that Rupert Hughes misses in his pictures?
Don't 'Topics of the Day' stand up alongside B. L. T. ?
"And Shakespeare. Who's readin' the stuff that goes to picture shows? And who-
ever it is, why didn't they patronize 'em back in 1912 or so when Vitagraph made 'em~
And Ring Lardner ! Look what 'The Leather Pushers' is doin'."
"But the public — " is the interruption.
"Yes. The public. The public's alright. Get 'em in. Show 'em what you've got.
They'll like it."
"Yes they will. You try to get them in. I'm weary."
"Sure you are. Get that way thinkin' up million-dollar ideas. Why don't you leave
it to somebody that knows something about makin' pictures?"
"That's it. You've got the exchange idea alright, the corporation angle. Comes from
working around film salesmen and reading press books.'
"Let 'er go, Frank," booms an executive baritone.
Thus a million-dollar idea.
CHAUTAUQUA, we are informed by a young man dependent upon it for a live-
lihood, contemplates with trepidation the coming season, advance contracts being less
plentiful than in former years.
Tuck this paragraph into the story, "But Look at the Other Fellow," printed on
this page last week.
INTEREST is turning to Newspictures, illustrating the popular observation that
man despises that which he has and covets that which he has not. Exhibitors have
had Newspictures and looked afield for new merchandise with which to attract busi-
ness.
E. R. Rogers, managing director of the Tivoli and Rialto theatres, Chattanooga,
Tenn., who not only uses Newspictures but advertises them as well, contributes to
this issue a showman's opinion of the news reel as a program element.
None can afford to neglect reading it.
WHEREVER WOMEN GO, the men go.
This is the first of several well drawn statements presented by United Artists in
its advertisement of "Fair Lady" in the May 13 issue of this paper, an advertisement
which is actually a sound, constructive essay on showmanship, distinctly worth read-
ing whether or not exhibition of the picture concerned is contemplated.
HISTORY, less attractive to amusement seekers under that name than as "With
Stanley in Africa," etc., contains a wealth of actionable drama suitable for picturiza-
tion. In view of the public response to the somewhat speculative tapping of this
resource that has been done, it is reasonable to expect publication of much screen
material of this type.
Not the least attractive aspect of such material, from the theatre viewpoint, is its
striking fitness for exploitation, demonstrated in the merchandising of every attraction
with historical background that has been issued.
50
EXHIBITORS HERALD
May 20, 1922
JACKIE COOGAN IMPERSONATORS, 150 of them, paraded for G. A. Rea, operating the Orpheum and Forum theatres,
Hillsboro. O.. in the interests of the First National attraction, "My Boy." A novel and adaptable feature of the campaign
was the prominent display of a telegram from Roy Haines, manager of the Strand at Cincinnati, the catchline reading. " 'My
Boy,' from the Strand, Cincinnati, to the Forum, Hillsboro, in One Week."
T
PICTORIAL ELOQUENCE was an
outstanding characteristic of the Empire,
Syracuse, N. Y., lobby display for First
National's "The Rosary," a picture in
behalf of which lobby exploitationists
have extended themselves.
EXCLUSIVE PATRONAGE, the
sort that attends the theatre unenthusi-
cally and at great intervals, is attracted
by advertising of this character. In-
valuable support obtainable by its ml
tivation warrants expense involved.
ANOTHER STRAND IDEA, and Strand ideas are good,
was applied to the exploitation of First National's "Smilin'
Through " The sedate couveyance shown above was driven
about the streets of Syracuse during the rim.
"LONGER EXHIBITION LIFE" films used by F. L Hy
man during his Revival Week were presented with infinite care
Witness the prologue setting for the Paramount-Cosmopolitan
production, "The Inside of the Cup."
vlay 20, 1922
EXHIBITORS HERALD
51
kREE TICKETS were strewn about
tt window display of the Strand the-
ale, White Plains, N. Y., for Para-
runt's "Saturday Night." The germ
c an idea worth developing.
GOOD LOBBY COMEDY is a new phrase conveniently applied to the attraction
of this classification which enables such showmen as Ralph Windsor, Star theatre,
Portland, Ore., to prepare such a front as he used for Associated Exhibitors'
"A Sailor Made Man." Watch for them.
J3KIE USHERS provided a capital finishing touch for F. K. O'Kelly's "A Sailor-
Made Man" front when that attraction was exhibited at the Liberty theatre,
■ Masonton, Pa. Like Mr. Windsor's front, shown above, it gets full value out
of the widely advertised Harold Lloyd comedy.
SIDE DOOR BANNERS reading
"Don't Miss Seeing 'Saturday Night' "
were used by the White Plains Strand.
I ^CEo OF EIGHT^ PIECES OF EIGHT." In this case three "pieces of eight" amount to one excellent 24-sheet prepared
by the Star Serial Corporation for the Eddie Polo serial, "Cap'n Kidd." The paper is colorful and reflects action of the type
that makes for serial satisfaction. "The Serial Tremendous," catchline, is better than commonly observed on billboard stuff
and should prove effective in every type of advertising employed by exhibitors using the attraction.
52
KXHIRITORS HERALD
May 20. 192;
rjOMESTICITY was burlesqued and lobbied by R. P. Whitfield during the run of Goldwyn's "A Poo
Relation" at the Queen theatre in Abilene, Texas.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir:
I am enclosing herewith photos of recent
exploitation, which are marked on the backs.
The only one needing explanation is that
on "Iron to Gold," a Dustin Farnum pic-
ture, as it is a kodak and not clear. Wc
strung money bags borrowed from the
bank, stuffed with paper, across the en-
trance above the walk. We borrowed an
iron chest from the express company, tilled
it with rocks painted in gold, put a few
stuffed money bags on top, with a 22x28
white card announcing the title and star
of the picture resting on the lid of the chest.
Also had two banners on the marquise.
One of them may be seen in this picture.
I want to mention that we had the lid
of the washer open all day and evening
C"OX'S "Iron to Gold" was strikingly exploited
by Mr. Whitfield, as described in his letter
herewith.
and it was hooked up to our light circuit
so that the motion of the forked dasher
attracted considerable attention.
Another picture enclosed is that of a
small window used for May McAvoy in
"Through a Glass Window." We sawe<
off a two-by-four, about four feet of i
being placed inside of the window, one enc
resting against the plate glass of the win
dow, the other short end, about six inches
being glued on the outside to make it lool
as though it were pushed through th
window. The glass was streaked with whit
to look like cracks and an electric bel
(minus the bell) was placed inside the win
dow to tap the glass.
We used only a 22x28 inside for displax
as the proprietor of the store changed hi
mind about giving us the larger windox
on the other side of the entrance, and w
had a large refrigerator in the window, s>
there was little room, but it was better thai
nothing and helped us a great deal I be
lieve. The job of streaking the windox
should be more cleverly done and woul •
make the display more effective.
Cordially yours.
R. P. Whitfield,
Queen theatre, Abilene. Tex.
*
DEAR MR. WHITFIELD:
Wc expected something like this live-WI
stuff, showing that you'd gotten busy i
stirring up Abilene, and you exceed ex
peetations. How does Abilene respond I
to treatment/ Our guess is that the Qucc
is already recognized as "the'' theatre.
The Realart ■window picture was toogoot
according to your description, to miss MS
body's attention, so we didn't make up th
somewhat blotchy eat it would have modi
We wanted everybody to read about it. l(
real stuff and must hare carried a punch.
Let us know how Abilene theatregoer
like the real showmanship you're git'in
them. And keep sendinq us the rccontf
W. R. W.
<pKACOCK ALLEY," Metro's extensively exploited Mae Murray vehicle, whk aIso windowed by
Mr. Whitfield during a recent en gn gement. The picture gives it own details.
Sob" Music
Undoubtedly because professional rc
formers have attacked "jazz" and attrih
uted to its influence dire results, musi
publishers are currently dashing out SO
limes in pell mell frenzy. Few are gCKK
As a class they mark a break in th
supply of popular material.
Wise showmen will observe audience
closely and bi guided by public respons
to such of this stuff as is used. If °u
theatre observations in this connectio
are accurate, extensive use ot the matte
constitutes one excellent method of dnv
ing young people from the box office t
the " cafe, dance hall and \ aiulcvill
theatre.
av 20. 1922
EXHIBITORS HERALD
A still from "Reported Missing," which may be duplicated
; practically no expense for prologue purposes. Stock
i;nery and costumes found in every performer's wardrobe
ill serve, reducing expense to a minimum. Any musical di-
i:tor can select suitable song numbers after viewing the
I tare.
Direct cue for a prologue in which a quartette in black-
face may ape the mannerisms and possibly a bit of action
from the picture. The stage setting involves a certain amount
of expense but where as many as four persons are employed
for presentation this will not be regarded as prohibitive.
Reported
Missing"
"Reported Missing," Selznick feature
starring Owen Moore, is by common
agreement of those who have seen it a
picture of unusual entertainment qual-
ities attained through distinct departure
from the beaten track of production.
Due to the rarity of such attractions
and the consequent gain to be had
through properly capitalizing them the
suggestions made on this page are of-
fered.
THE fact that the picture is essentially
comedy, that phase of the "comedy-
drama" hyphenation being most strongly
stressed, permits of widely varied treat-
ment. Stunts are admissible as fit exploi-
tation. Lobby displays, prologues of any
character and distinctive newspaper ad-
vertising are in order.
In the marketing of such a production
to the public the theatre man who enters
most enthusiastically into the work and
introduces most innovational promotional
methods profits most from the exhibition.
Bonds of theatre convention are loosed
and new avenues of approach to the
ticket buyer are opened. The progressive
showman, who is also the successful
showman, does not neglect the opportu-
nity at hand.
Getting On
TWO years ago we visited the Wood-
lawn theatre. Chicago neighborhood
house, and were momentarily discour-
aged when a slide broke into a feature
picture to announce that a certain phy-
sician was wanted at the box office drew
a smattering of audible complaint and a
number of muffled chuckles. Last Sun-
day night we attended the same theatre,
saw another slide of the same sort, this
one broken into "Reckless Youth" just
prior to the shipwreck, and the audience
took it like ladies and gentlempn.
We are getting on.
Where stage equipment is such that elaborate lighting
< ?cts are obtainable a storm at sea may be produced on the
1 ge with dramatic vocal numbers. Ship furnishings such
< shown in the still may be used effectively, also, in pro-
< :tion of a lobby display for use during the run of the pro-
« :tion.
Two persons made up to represent the characters in the
above still may enact a satisfactory prologue or epilogue for
the feature. The setting is not difficult nor expensive, nor is
the costuming. Nautical numbers of the lighter type, of
which several are available, will serve adequately in this
prologue.
54
EXHIBITORS HERALD
May 20, 1922
"What to do?" is always a
less pressing question than
"What to do with?" in theatre
exploitation.
At intervals pictures that
stand out above the mass as
offering especial theatre advan-
tages, presentation and ex-
ploitation possibilities, are pub-
lished.
These are distinct "events."
Vitagraph's "The Sheik's
Wife" is such a picture. The
present contributed account of
its treatment at the Capitol the-
atre, Hartford, Conn., registers
the point.
MANAGER James F. Clancy,
of the Capitol, went after
the exploitation of "The Sheik's
Wife" on a bigger and different
scale than anything he had ever
before attempted; not, he ex-
plained, because the picture
needed it, but because of the
desire to keep his patrons won-
dering what he would do next
and because he couldn't resist
the temptation to take advan-
tage of the opportunity offered.
For a week Mr. Clancy turned
the big lobby of the Capitol into
an Arabian bazaar. He engaged
Sheik Hadji Tahar and fifteen
real Arabians including whirling
dervishes, sword fighters, snake
charmers and other Oriental en-
tertainers, not alone for the
elaborate prologue, but to ap-
pear in the various booths in the
lobby. He took down the three
big electric chandeliers and re-
placed them with transparencies
built of beaver board and deco-
rated with red and green stars
and crescents of the Orient.
From these he festooned red
and green streamers. The elec-
tric side brackets were treated
in a similar manner, every effort
being made to keep the lighting
subdued. The floors were cov-
ered with Oriental rugs.
* * *
Six booths, constructed of
wood and beaver hoard and dec-
orated in the Oriental manner,
were placed in the lobby, three
on each side, and in these were
placed the women members of
the Arab troupe. F.ach booth of-
fered something for sale, Turk-
ish candy, laces, small jewelry,
prayer beads and other Oriental
things interesting and easily
carried away. Two weeks in ad-
vance of the Opening perform-
ance an unusually large booth
was built in one corner and dec-
orated with rare rugs and silks
"Sheik's Wife"
Answers Demand
Of The Theatre
That Advertises
borrowed from a local store. In
this reclined a veiled wax figure,
"The Sheik's Wife."
The bazaar was advertised in
the daily newspapers in connec-
tion with the coming of "The
Sheik's Wife." The laws of the
state do not allow a perform-
ance on Sunday before evening,
but the doors were opened at
seven o'clock for the bazaar and
the lobby, which easily accom-
modates more than a thousand,
was crowded before the doors of
the theatre proper were opened
for the first performance.
Those who came late, and
couldn't get in for the first
show remained in the lobby for
the second performance, being
entertained not only by the
booths and the wares they of-
fered, but by the free exhibition
offered continuously by the
Arabs.
During the week the Arabs
went from the theatre to their
hotel in their picturesque cos-
tumes and on clear days Sheik
Hadji, attended by two Arabs
in their native military costumes,
rode Arabian horses, with their
gaudy trappings, between hotel
and theatre.
The troupe of Arabs remained
on duty in the lobby continu-
ously from one until eleven
o'clock with the exception of the
time spent on the prologue,
which was shown three times
daily. The weird Arabian music
brought many a passerby into
the lobby to be entertained by
the bazaar only to find himselfi
later quite unexpectedly watch-
ing with delight and interest
"The Sheik's Wife" with all its
real deserts and surroundings
and genuine Oriental story.
* * *
Manager Clancy did not con
fine his efforts to exploit and
advertise "The Sheik's Wife" to
his unusual lobby display, but
gave additional charm to th'
picture through an elaborate
prologue. Quite naturally this
was staged in an Oriental set
tine: with a backgtcund made of
a huge cyclorama loaned by tnt
Masonic Shrine of the state. In
the prologue all of the Arabs
took part, each of their special
ties being introduced by a cleV'
erly written, connected story
and closing with the appearance
of Miss Olive Russell, a local
singer of note, who veiled and
costumed like the Sheik's Wife,
sang the Hindoo Chant by
Hemberg.
ay 20. 1922
EXHIBITORS HERALD
A» suggested in this department prior to publication of th; picture, Edward L. Hyman, Brooklyn Strand theatre, repro-
. ced a scene from "Smilin' Through" as presentation for that feature. Two actors were employed, the girl singing the
ng of the same title at the man's entrance, a delicate bit of pantomime completing the prologue. The stills show two
riods in the presentation's enactment.
'Smilin' Through"
"Theatre Feature
is published. "Smilin'
Now and then a "theatre feature"
rough" is one of these.
rf'i'riEATRE feature" is a term manufactured to designate
that type of photoplay which accomplishes more than
fc making of money and the filling of neglected auditoriums.
::onrplishing these essential ends none the less effectively
Icause incidentally.
■ This type of feature leaves an impression with theatre-
■ers, an impression by which the theatre benefits perma-
rntly. Respect for the screen, for the theatre and for picture
jople generally, is the direct outgrowth of this impression.
. time passes this is translated variously in terms of freedom
i m criticism, expansion of screen appeal, industrial prestige
;d a general elevation of estate.
By newspaper editorial, review and story "Smilin"
■rough" has been set apart from mass pictures of the day.
Jwill effect in its theatre career benefits to all identified
Vth motion pictures.
Since only two persons were employed in the Brooklyn
Strand prologue it serves as a model for showmen every-
where who will use the attraction. It is economically and
artistically sound.
"Smilin" Through" was used by the New York Strand to celebrate its Eighth Anniversary. A scene from the picture was
'lowed in making up the setting. "Love's Old Sweet Song" and "Smilin' Through" were the musical numbers featured.
■ cast in keeping with the occasion was employed. Pantomine and stereoptican projection of "vision" stuff figured in the
■' ion.
56
EXHIBITORS HERALD
May 20. 1921
Stage setting used for "Woman Wake Up" at the Rivoli, Portland, Ore.
Inside and Out
Campaign A Hit
"Woman Wake Up," Associated Exhibitors feature starring Florence Vidor,
was accorded by the Rivoli theatre, Portland, Ore., a campaign of exploitation
effective "inside and out."
Pictures reproduced herewith show the highlights.
CA. METZGER, manager of the
• Rivoli, spared neither time nor
money in his efforts in behalf of the pic-
ture. Despite a mis-spelled word in the
title on his largest frontal banner, the
lobby display was a veritable broadside
of ticket sales arguments. In his fre-
quently chronicled decorative achieve-
ments. Mr. Metzger has acc'onipl slu .
nothing better than this.
On the stage a still set of unusual ef-
fectiveness was installed. Although the
materials used are such as may be ob-
tained by any showman with no expense
through co-operation with merchants, the
pictorial and suggestive values of the ar-
rangement are great.
To grasp the cumulative merit of the
campaign in its pictured phases, incom-
plete as they are, .speculate as to the
mental processes of a passerby during
the run. The front attracts the eye. The
multitude of signs and banners demands
inspection, [n all this layout there must
be one selling argument that will lea
any but the most obstinate to the ticke
window.
Thus, the lobby is negotiated, the in
terior is gained, and the stage setting
given its opportunity to apply the hiu
touch of preparation for the picture
Under such circumstances interest i
focused sharply upon opening scenes an
introductory tabulation. The entertain
ment value of the picture is enhance
through the assurance of close attentio
thus obtained.
In newspaper and other advertising fo
the attraction, obviously, the title permit
of widely varied applications, especiall
in co-operative undertakings.
Dome Opening
Delayed; Lots
of "Trouble
OCEAN PARK. CAL.— The Don
theatre, new link in the West Coa:
Theatres, Inc., chain, opened April 1
with Jackie Coogan's new pictur
"Trouble." Trouble of several diffcrci
kinds delayed actual opening of the th.
atre until 10 P. M. but the crowd waite
The theatre was packed until long afti
midnight.
THEATRE
■ now puyinc
OrCHIIi SAT licit f
■ ill
Lobby display used by the Rivoli, Portland, Ore, for "Woman Wake Up.'
Crowd drawn to the Dome theatre, Ocean Par
Cal., to see Jackie Coogan in "Trouble."
Roosevelt Organ
Solos Effectit)
P XTRAORDINARY charm is id
parted to the organ solo which is
part of every program at Ascher's Koos
velt theatre, Chicago, through superii"
position of text slide upon motion pi
ture scenic background. The mechanii
of the stunt are simple.
Words of the musical number used at
projected from slides, while letters upc
light blue ground, each of which earriJ
two or three bins of the text. A scenl
from which subtitles have been deleted'
thrown upon the screen simultaneous
and takes the blue color of the slid
Ocean, sk\ and horizontal scenes a
used chiefly, with occasionally a hit i
appropriate animal life.
lay 20, 1922
EXHIBITORS HERALD
57
tadio car used by Universal Chicago exchange
exploiting "Foolish Wives."
■ t/" Radio Car
Tours Chicago
Ralph O. Proctor, Universal special
.preservative, is creating much interest
[ "Foolish Wives" in and around Chi-
go by use of his "radio car," an auto-
obile in which a two-step radiophone
ceiving set with a short aerial has been
Stalled. The illustration gives general
Instruction details.
The picture has been in exhibition in
:ty theatres in and about Chicago si-
lltaneously and a blanket campaign of
ceptional vigor has been carried on in
behalf.
Prologue useJ for "Fool's Paradise" at opening of Fischer's Appleton theatre, Appleton, Wis.
Brave Storm to
Attend Opening
It rained. It snowed. It sleeted.
The Appleton theatre, Appleton, Wis., opened that night by Fischer's Theatres,
was filled to capacity.
The crowd waited.
It has been said that "motion pictures are losing their grip."
-obby close-up of crowd which saw
ives" at Hammond, Ind.
AT the bottom of this page photo-
graphs are reproduced showing the
front of the theatre with the crowd stand-
ing in the downpour and. left, Fischer
and Paramount representatives present
at the opening. Above is shown the
prologue to "Fool's Paradise," opening
attraction, arranged by Louis St. Pierre,
director of prologue presentation for
Fischer's Theatres.
It is reported that more than 1,500
people were turned away on the opening
night and that the picture enjoyed ca-
pacity business throughout its engage-
ment.
None of this sounds as though there
were truth in the occasionally voiced
statement that "motion pictures are los-
ing their grip." All of this, therefore,
amounts to something more than inter-
esting theatre news.
The presence of two Paramount ex-
ploitation men, Dan Roche of the Chi-
cago office, and Bob C. Gary, Milwaukee
representative, is adequate assurance that
the opening and the picture were dili-
gently and effectively exploited.
Others present were Frank W. Fischer,
director general of Fischer's Theatres,
Mrs. Fischer, Mr. and Mrs. Louis St.
Pierre, J. Shipley, Ray Felt, chief me-
chanic for the chain of houses, Harold
Fachbach, chief auditor and George \Y.
Jacobs, general manager of Fischer's se-
curities department.
A Good Name
TH E Commodore theatre, neighbor-
hood house, was opened in Chicago
recently. We haven't seen it. We
haven't talked with anyone who has seen
it. But we have a mental picture of a
splendidly constructed and altogether
moderu playhouse quite on a par with
the best we have seen. The name sug-
gests that. Unless we're abnormal in
our reaction to names it follows that a
good name is a mighty good- advertise-
ment for a theatre, and "Commodore" is
such a name.
In attendance at the opening of the Appleton theatre were (left to right,
row) Bob Gary, Paramount; F. W. Fischer, Mrs. Fischer, Mrs. Louis
Pierre. Louis St. Pierre, director of presentation, (bottom row) J. Ship-
, Dan Roche, Paramount; Ray Felt. Harold Fachbach and George W.
cobs.
More than 1,500 people were turned away on the opening night, it is
estimated, despite a rain, snow and sleet storm donated by the weather
man. The picture reproduced atove shows the crowd waiting for the r.econd
show of the evening. The picture was similarly attended through the entire
engagement.
58
EXHIBITORS HERALD
May 20, 1922
Novel stunt used by the Washington theatre, Dallas, Tex., in exploiting "Over the Hill."
Stunt Contrast
Bissinger Idea
The hare and the tortoise of /Esop's fable put up a great race.
Either might have made good entertainment in an exhibition run.
Lewis J. Bissinger, Washington theatre, Dallas, Tex., might have reasoned
thus, but probably didn't, when he staged sharply contrasted and therefore addi-
tionally effective stunts symbolical of /Esop's contestants for two Fox productions
recently exhibited.
THE tortoise of the fable is directly
comparable to the tractor which Mr.
Bissinger engaged through a co-operative
arrangement to tow about the city his
float advertising "Over the Hill." The
picture reproduced above this story shows
the street appearance of the stunt.
The hare of the fable is comparable,
with a slight stretching of metaphors, to
the front constructed to advertise "Thun-
derclap," another Fox special production.
Consider the efforts singly ->nd each
measures up to modern standards of ef-
fective exploitation. Consider them col-
lectively, permitting the element of con-
trast to enter in, and together they equal
an amount, if merit is measurable in
amounts, equal to considerable more than
the sum of the two.
This is a beginning, whether or not
intentionally made, which may be fol-
lowed up with profit. If contrast in ad-
vertising composition is of merit in any
degree approaching that commonly
granted, it follows that the same element
is of merit when applied to stunt exploi-
tation.
It's worth thinking about.
Gish Costume
Window Draws
Staid Boston
DRESSES worn by Dorothy and
Lillian Gish in the making of "The
Two Orphans," David Wark Griffith
production distributed by United Artists,
were displayed in a prominent shop win-
dow when the picture was exhibited at
the Park theatre, Boston. So great was
the interest manifested by passersby that
it was necessary to photograph the win-
dow at night and by flashlight to get an
unobstructed "shot" at it.
"Orphans of the Storm" window at Boston,
featuring gowns worn by Dorothy and Lillian
Gish in the United Artists picture.
Young Ideas
Youth acts. Age talks.
Youth spends. Age saves.
Youth lives. Age dies.
All of which (although it sounds like
propaganda for hair restorative) explains
why wise showmen of the present keep
their programs "young."
Adults who do not like program ele-
ments introduced for the entertainment
of young people say so plainly — but con-
tinue to come to the theatre. Habit.
Young people, once bored by too adult
entertainment in too great quantity, find
that which they seek elsewhere— and for-
get the theatre.
The W. K. Arts
Diligent press-agentry in early days ot
the motion picture is reflected in the
rather general public opinion that some-
thing like a "wedding of the arts" is the
hallmark of the really good theatre.
Ideally, of course, that is true. Actu-
ally, due to program and market restric-
tions, it is not always possible to satisfy
that definition.
Yet it is always worth while to try.
And it can be done.
Washington theatre nhowmanahip applied to "Thundercap," Fox racing melodrama.
A Tiny Reform
A T the Chicago theatre performance ot
"Fascination" which we attended,
Nathaniel Finston, musical director, came
from back stage and took up his baton
promptly with the turning up of the
lights. There was no protracted pause
No tinkling of bells. And the overture,
which we considered one of his poorest
selections, drew a big hand.
A tiny reform, perhaps, but a step to-
ward better theatre.
lay 20, 1922
EXHIBITORS HERALD
59
' NEWSPICTURES
WJITH a view to giving the exhibitor a better understanding of the importance of the
W News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
'NEWS ESSENTIAL
FILM FEATURE,"
ROGERS
"Your exhibitor "helps' through the 'Newspictures' department should
; as eagerly sought as suggestions for exploiting features," writes E. R.
ogers, managing director of the Tivoli and Rialto theatres, Chattanooga,
ienn., contributing the following article. "Whatever interest is created
rill help that much toward creating new business. At least the depart-
lent will awaken the slumbering exhibitor to the fact that he has been
/erlooking a good bet."
By E. R. ROGERS
An indispensable feature of any motion
'dure theatre program is the news reel.
this is doubted, just eliminate one
iter you have used them for some time,
id watch what a hub-bub your patrons
ill raise.
Appeals to All
Like a biography, the news reel with
s recital oi actual occurrences appeals
most everyone. Many times it is the
ost refreshing unit of a program. Many
itrons attend motion picture theatres
r this reason only. Most exhibitors
alize this and exercise the same care
arranging musical motifs for this fea-
ire as they do other units of their pro-
I'ams. The news reel offers opportunity
.r interpretation musically, because of
"ONE OF THE
BEST PICTURES
I HAVE EVER
SEEN'* ^av hundreds of our
patrons of "The Green Temptation."
Betty Compson and Theo Xisloff in "The
Green Temptation" is proving one of the
hits of the year!
FIRE'
:°»* ml ditft ro im
*mt of a 1111,4 »!arm
■iroasl, N>w Vot'.i foi
!«U •»* Hipper;
UMB mur N-w York j
olrtpli !r, <M,t_«a „
Prologue
A clcter to* done.
FI«r»IK* B*ri- Phi
pttfrr of th* future
A!,o a Bus D»v«llv
,i.a«lna- in nrje colon
NOW SHOWING
TIVOLI
the wide variety of subjects. A well-
planned musical program tor any news
reel will range from ballads and char-
acter numbers to jazz and stirring
marches.
Incidents in the news will attract pa-
trons when the feature will not. Xo the-
atre manager should permit his news reel
to go on the screen without first review-
ing it tor exploitation material. Not all
news reels have this possibility. Accounts
of national interest can be "played" up
over features in the same manner as are
the big comedies and attract patronage.
Exploitation Profitable
Any effort to strengthen interest in this
reel should be of great value to the alert
exhibitor. The exploitation of short reels
can be made just as profitable as the ef-
fort put behind the feature. After all,
what does it matter whether the news
reel, the comedy, or the feature brings
the patronage?
eproduction of a two-column news-
paper advertisment used by E. R.
Rogers. Note space (under "Fire")
devoted to news picture.
EXPLOITATION
PRECEDENT
SERVES
C. E. Daffin, probably the first exhibi-
tor to send an exploitation float upon the
street, didn't deceive himself that it was
a new idea. But the adaptation to mo-
tion pictures was new, and it served all
the purposes of an original advertising
device.
As to Newspictures —
The exploitation stunts employed for
feature length productions take on the
effectiveness of fresh material when ap-
plied to the unexploited news reel. A
float was recently used in the East to
exploit a Fox' News reel with excellent
results. The same success undoubtedly
will be experienced in parallel adaptation.-.
New methods are ideal, particularly in
introducing what is in the advertising
sense a new product, but if-new ideas do
not present themselves at once modifica-
tions of established devices should not be
neglected.
REPORTS NEWSFILM
BY SERIAL NUMBER
Harold Wendt. Rivoli theatre, Defi-
ance. O.. establishes important precedent
by contributing to "What The Picture
Did for Me," this issue, reports on two
editions of Pathe News, indicating the
edition by serial number. Previously all
reports on newspictures have been made
by brand name and without specification
of edition. Mr. Wendt's departure from
custom obviously is dictated by reason
and reflects a growing appreciation of
the newspicture's importance.
SELZNICK NEWS TO
ADD DANCE SERIES
(Special to E.rhibitors Herald)
NEW YORK. May 9.— Selznick News
introduces this week a series of new
dance steps executed by recognized dance
authorities. G. Hepburn Wilson, re-
turned from three years in South America
where he studied the new dances of that
continent, is first to be presented, illus-
trating the Buenos Aires Delight, the
Brazilian Kangaroo and Chilean Capers.
★ FINAL EXTRA *
INTERNATIONAL NEWS. Xo. 35: Desert
Horsemen Greet French President at Fez, Mo-
rocco— England Greets Dempsey — Last Pictures
of Richard Croker — Woodrow Wilson Greets
Women Pilgrims — Powers Cartoon — Special Mat-
ter for Restricted Prints — NO. 36 — Bonus Peti-
tion Presented to Congress — Italian King Ban-
quets Statesmen at Genoa — Cowboys in Exhibi-
tion at Chico, Cal. — H. K. Eustace. English
Explorer, Visits Xew York Zoo — Revolution
Crushed in South Africa — Tad Cartoon — Special
Matter for Restricted Prints.
KINOGRAMS. No. 2142: Harding Honors
Memory of Grant at Cincinnati — West Point and
Annapolis Men March in Honor of Grant —
Mississippi Levee Gives Way — Women Met by
Woodrow Wilson — Penn Relay Team Set Two-
Mile Record — Xew Orleans Welcomes Knight
Templars — Penn Crew Defeats Harvard — Joffre
Leaves U. S. — Lady Astor Arrives at Wash-
ington — Sketchogram — California Track Meet
Ends in Tie.
PATHE NEWS, Xo. 36: Floods Break Down
Mi.-s-issippi Levee — Bryn Mawr Girls Observe
May Day — England Greets Dempsey — Former
President of France Dies — Joffre Leaves LT. S. —
John McCormack Weil Again — Greenland Canoe-
men Race in Open Sea — Strikers Gather at
I'niontown. Pa. — Prince of Wales Arrives in
Japan — Women in Olympic Games at Monte Carlo
— Civil War Ravages China — Harding Honors
Grant — Special Matter for Restricted Prints.
FOX NEWS, Xo. 60: Mount Vesuvius in
Eruption — Luis Firpo, Dempsey Rival, in Train-
ing— Zion City has Xew Vehicle. Half Plane
Half Auto — Swimming Helmet Introduced at
Venice. Cal. — Motorless Airplane Competition at
Thun, Switzerland — Special Matter for Restricted
Prints — NO. 61 : Harding Visits Birthplace of
Grant — England Welcomes Dempsey — Joffre
Leaves V. S. — Xew Orleans Welcomes Knight
Templars — Levee Breaks at Ft. Worth — Crush
Revolt in South Africa — Stork visits Buffalo
Family in Detroit Zoo — Columbia Crew Beats
Harvard — Special Matter for Restricted Prints.
•
60 EXHIBITORS HERALD
T
RAVELING THROUGH
NEBRASKA H.E.™ s
I
Bancroft — The Old Draw theatre is a
thing of the past — in name only. Louis
W. Splechal has renamed his house the
Empress. Louis is busy installing his
new candy kitchen and soft drink par-
lor to be run in connection with the
theatre.
* * *
Rosalie — A. W. Young, owner of the
Empress, will install a ventilating sys-
tem this spring. This house will play
two nights a week in the future.
* * *
Walthill — Swan Olson, grand-daddy of
the Omaha Indian Reservation, is writ-
ing his first scenario for the screen. The
tentative title is "Ideal Socialism." His
Swan theatre is enjoying a fine patron-
age.
* * *
Pender — M. C. Freed is hooking the
hill circuit on the Dempsey-Carpentier
fight pictures. Mrs. Freed is running
the Thelma while M. C. is road-showing.
A new automatic player will be installed
this summer.
* * *
Ponca — The Royal theatre shines like
a new dollar now. Sherman Andress
has just finished installing a new front
and the interior looks like a regular place.
* * *
Newcastle — C. L. Dickinson has closed
the Home theatre at Maskell and will
operate the Star three nights a week in-
stead of two. C. L. states he has a
good machine for sale cheap.
* * *
Obert — The local druggist, postmas-
ter, and owner of the Plaza theatre — T.
M. Morris — will install a radio set in tin-
near future. His son Thomas aspires to
become understudy to Walter Hiers.
* * *
Crofton — Herman Drexler, the potato
king and popular owner of the Star will
rebuild and reseat his house this Spring.
A Fully equipped fireproof booth is
planned and new machines. Mrs. Drex-
ler watches the box office.
* * *
Dakota City — It is rumored around
here that this town is to have a picture
house in the verv near future.
* * *
Winnebago — The theatre at this place
will close in a few weeks on account of
poor business.
* * *
Hartington — A new house is planned
for the fall, according to N. A. Bowker,
owner of the Lyric. W. A. is also a
gentleman farmer as a side line. Ask
him what he thinks of a Fordson.
* * *
Coleridge — Fred was covered with tar
— no, not as a result of the Ku Klux
Klan — he was putting in on the roof of
the Orpheum. Exhibitor Anderson is
busy remodeling his theatre and plans
to install a new machine.
* * *
Belden — A. H. Abts, a local banker,
has reopened the Princess and will show
three nights a week. A beautiful stage
setting by the Star Scenic Company is a
feature of tl'.is house.
Allen — R. P. and H. F. Good are plan-
ning to change the location of their Rex
theatre. The new place will be reseated
and new projection machines installed.
* * *
Concord — E. L. Wilmarth will close
his place in May due to lack of patron-
age.
* * *
Wayne — The Crystal will close May 7
to he entirely remodeled and redecorated
and the machines overhauled. E. E. Gai-
ley will meet J. C. Jenkins of Neligh for
a fishing trip at Hackherrv Lake.
* * *
Winside — The American Legion will
build a new theatre this fall to take the
place of the one recentlv burned.
* * *'
Carrol! — Theatre closed.
* * *
Bloomfield — The Star is now running
Saturday matinees. L. S. Y eager couldn't
tell us much as H. A. Eridel of Metro
was giving him a real sales talk.
* * *
Niobrara — The Big Four, namely: El-
May 20, 1922
ner Jones, M. C. Nelson, Geo. Bayha
nd L. T. Sanderson, have opened tht
v'ew theatre seating 200. The entire
ilace has been remodeled and presents ;
ery attractive appearance. Elmer Jones
kill do the booking.
* * *
Lynch — Walden and Sons are putting
on dances in conjunction with the pic-
tures at the Velda. This house has s
new fireproof booth with all the latest
equipment.
* * *
Spencer — This town has a regular the
atre, for the Moon is one of the mos'
modern and complete in every respect
of any small town theatre in the state
C. H. Lyman is remodeling part of the
front which will be used for an ice creatr
parlor. An additional machine has beer
ordered.
Goldwyn Organization to
Publish A Symposium on
Motion Pictre Industry
The Goldwyn Company is completin:-
and will shortly publish a symposium oi
motion pictures by various members oi
the organization.
The subjects treated are: "The Motioi
Picture Industry," by Abraham Lehr
vice-president in charge of studios; "Th
Author and the Movies," by Ruper
Hughes; "The Changing Technique ir
Scenarios," by Paul Bern, editor-in-chief
"The Critic and the Movies," by Clayton
Hamilton; "What About the Director,'
by E. Mason Hopper; "Scenic Decora
tions." by Cedric Gibbons; "Casting the
Movies,"" by Robert B. Mclntyre. "Mo
tion Picture Fhotography," by Lewis W
Phvsioc; "Costuming the Pictures," bv
Sophie Wachner; "The Art of Make Be
lieve," bv Helene Chadwick, and "The
Stage Actor and the Screen," by Richard
Dix.
Create Special Division
To Make Coogan Film Set*
The Jackie Coogan company has ere
ated its own technical department whicl
is to operate throughout the production
of "Oliver Twist." So massive is thi'
cinema film said to be that Stephe
Goossen has been engaged as head of th<
art department for the Coogan company
Goossen has a corps of assistants am
is engaged designing and erecting th(
huge settings that now adorn the niajoi
portion of the United Studios when
Jackie holds forth.
Arthur S. Kane and Staff
View New Lloyd Featur
A print of "Grandma's Hoy." Ilarok
Lloyd's five reel feature for Associate*
Exhibitors has been received in Ncv
York.
The film was immediately screened be
fore President Arthur S. Kane and exec
utives of the company. The initia
screening before the executives in the
East was followed by a conference o
field representatives in and about Ncv
York to discuss plans for distribution. I
"The Silent Voice" Next
Vehicle for George Arli
Henry M. Hobart, president of Dis-
tinctive Productions Inc.. announces tha
George Arliss will appear next in "Tht
Silent Voice" by Jules Eekert Goodman
popular as a play on Broadway a fev
years ago. The production will he a
the Whitman Bennett studios, under tht
direction of Harmon Weight. Mr. H
hart has selected .Ann Forest for
leading feminine role.
ATTRACTIVE
24 SHEETS
THE PRODIGAL JUDGE
AN EDWARD JOSE PRODUCTION
FEATURING
JEAN PAIGE
AND AN ALL STAR CAST
ADAPTED PBBM THE WOULD FAMOUS HOVEL
Bif VAUGHAN KESTER
VITA
UJERT E. SMITH
/♦ THE SON OF WALLINGFORD
^.vM* WITH AN ALL STAR CAST
' Written arid Dirt* t, U f>i
Mr „„</ Mrs. George Randolph Chester
VITAGRAPH
ALBERT E SMITH Pr..ldnil
FLOWER OFTHE NORTH
-JAMES OLIVER CURWOOD
ALBLRT E SMITH ^MMBt
^ ALICE CALHOUN
THE IJim feflNI
Adapted from the tamcm-. ^wrv%tv m n f *
JAMES M. BAR
Directed by DAVID SN
02
EXHIBITORS HERALD
May 20, l922
DIGESVPICTURESo/ tAeWEEK
THE Ottawa (Canada) Journal in commenting on
picture producers and the public quotes Ernest
Shipman as stating "the public is ahead of the pro-
ducers'' in the standard of its appreciation of picture
plays.
Mr. Shipman contends that this condition of affairs
has long been suspected by all but the producers them-
selves. He was speaking particularly of a film made from a
well-known Canadian writer's book. The picture,
which was a Canadian-made film, was exhibited pri-
vately to a group of Canadians, and had failed to end
in the orthodox manner. Instead of a happy ending
there was a logical ending. Beneath its activities were
spiritual values. For once the public did not get what
it "wanted" — and the film was an outstanding success.
For a long time the producers have clung tena-
ciously to the doctrine that the public insists in favoring
only pictures that end in a regulation way, conforming
to certain childish conventions, that depict life as run-
ning in a narrow and undeviating groove, but a few
producers and directors have dared to deviate from
this of late, and much to their surprise have found
the public likes a change, and in reality was in advance
of them in this respect. Of course the young folks
like the happy endings, but there are also the older,
and more serious patrons that have to be catered to
as well.— J. R. M.
"THE ORDEAL" (Paramount) relates in uncon-
vincing manner a melodramatic story of family diffi-
culties solved after protracted and heavily drawn mis-
fortunes by the young widow enacted by Agnes Ayres.
Brilliant background and rapid action are assets that
entitle the picture to place as a program attraction.
Conrad Nagel is badly cramped in the secondary role.
"SECOND HAND ROSE" (Universal) is Gladys
Walton's latest. The story is of the Ghetto, suggested
by the title of a popular song, and presents "the flapper
star"' in an appealing and sympathetic role. Lloyd
Ingraham directed it and although a trifle slow in get-
ting started it has a fine dramatic finish.
"SHACKLES OF GOLD" (Fox) is an intensely
interesting and dramatic story of Wall street with Wil-
liam Farnum in the leading role. It was adapted from
Henri Bernstein's famous play "Samson" and furnishes
Farnum with excellent opportunity to display his art
as an actor. There is considerable suspense and a well
knit story culminates in a smashing climax.
"HUMAN HEARTS" (Universal) is an adapta-
tion of the old stage melodrama. The Universal com-
pany has given every detail of its production sincere
thought and the screen play grips you as the old stage
production did. House Peters and an excellent sup-
porting cast put this over with fine understand!
King Baggot directed.
"LONESOME CORNERS" (Pathe). A north-
woods story with a unique trend and an element oi
mystery that makes it an interest absorbing program
feature. Edgar Jones heads the cast with Edna May
Sperl and Henry Van Bausen carrying important parts
"MR. BARNES OF NEW YORK" (Goldwyn
adapted from the novel and play by Archibald Gunte
provides Tom Moore with a dashing and altogether
unique romance. Moore gives a most delightful char
acterization and he is accorded excellent support b
Naomi Childers and Anna LeKr.
"THE MAN FROM HOME" (Paramount) is a
excellent screen adaptation of Booth Tarkington's a
Harry Leon Wilson's play, made famous by Willia
Hodge. It was produced in Italy by George Fitzmaur-
ice and its scenic beauty alone would carry it to suc-
cess aside from the very interesting story presented.
"THE CLOSED DOOR" (Klein) is a French ma
picture dealing with the theory of spiritualism. The
are some very beautiful exteriors, scenes taken in the
Swiss Alps, and the various roles are well acted by
French players. It is a three-reel subject but contains
plenty of thrills and is an interesting story.
"THE DEUCE OF SPADES" (First National) is
fairly pleasing story of Western life, with Charles R
in the role of a restaurant keeper in a small mini
town of Montana. Good character drawing, and i
typical Ray finish are its outstanding points. The ston
is built around an old card trick, used by a couple
of gamblers to fleece the boy from Boston.
"RESTLESS SOULS" (Vitagraph) refers to the
women. It is an adaptation of Richard Harding Davis
story, "Playing Dead," and furnishes Earle William!
with an ideal vehicle. It is a whimsical little comedy
drama concerning a wife who goes in for neo sym
holism and a husband who attempts to bring her hap
piness.
"THE REFEREE" (Selznick) presents Conwa}
Tearle in the role of a prize fighter and an honest ret'
eree. It is splendiel propaganda for the manly art ane
a fast moving, logically eleveloped story of the ring
Ralph Ince directed, from an adapteel "Red Book" stor;
by Gerald Beaumont.
"ACCORDING TO HOYLE" (Western Picture}
Exploitation) is David Butler's latest starring vehicle
In it he is cast as a tramp who finds a set of rules oi
how to become a success in life. He follows them ane
finds success. There are many excellent small towi
types and a good chase in the picture.
CHARLES RAY IX
SPECIAL CAST IN
DEUCE OF SPADES THE
(FIRST NATIONAL)
airly pleasing is this latest Ray
comedy, which was directed by
the star assisted by Al Ray. Be-
sides the humorous touches there
is a human story and a thor-
oughly unexpected and satisfying
finish. A splendid cast in sup-
port. Five reels.
While Charles Raj- has had stronger
:hicles, this adapted Charles E. Van
oan story "The Weight of the Last
:ra\v" provides him with a role alto-
;ther pleasing and containing many
nusing situations. There is a slight
:ve theme, but no heavy lovemaking
id the story is clean and full of human
terest.
Ray is cast as a Boston youth, who
:arns to "go west and grow up with the
■untry." He sells his restaurant and
ith the proceeds goes to Little Butte,
ont.,' a town of tumbledown shacks
id little business. While getting some-
ing to eat in the only restaurant in
wn, he is robbed of his money and.
ven a bill of sale for the restaurant,
mos converts the . place into a clean,
)-to-date cafe and retains Sally the
ight and efficient waitress. He feels
rry for Sally and tries his hand at
atch-making by coaxing the local bar-
r, the bouncer in a saloon and others
his cafe, but Sally will have nothing
do with them. The restaurant pros-
rs and Amos plans a trip to Boston,
t a junction he is fleeced of $800, in a
rd game, and returns to Little Butte,
ry much depressed. Townspeople hav-
g heard of his being robbed by a card
ark, decorate his restaurant with cards,
e turns into a wildman and buys a
uple of guns and shoots up the town,
le gamblers who robbed him drive into
wn and drop into the restaurant,
mos serves them with sandwiches,
ade of bread and a deuce of spades
lich he makes them eat. He recovers
s $800 and then chases them out of
wn. He then realizes that Sally is the
rl for him.
The part of Sally is taken by Marjorie
aurice, who as Marjorie Prevost,
ayed opposite Ray in "The Ol'
vimmin' Hole." A very capable little
tress, she gives the needed touch to
e rough Western restaurant scenes.
ie plays with good effect one or two
enes which have a happy touch of
thos. Others in the cast who lend
•od support are Lincoln Plumer, Phillip
jnham, Andrew Arbuckle, Dick
•utherland, Jack Richardson and J. P.
>ckney. Richardson and Arbuckle
ake a fine pair of likeable rascals, as
? card sharks. Another pleasing bit
th Southerland as the "bouncer."
MAN
FROM HOME
(PARAMOUNT)
Excellent production of a famous
stage play by Booth Tarkington
and Harry Leon Wilson. Pro-
duced by George Fitzmaurice in
Italy. Scenic beauty alone could
carry picture. Scenario by Ouida
Bergere. Length about seven
reels.
The screen version of the play which
made a Broadway hit several seasons
ago with William Hodge as the featured
player, has an even greater appeal as a
picture, largely due to the beauty of the
locale. George Fitzmaurice made the
production in Italy, and a series of eye-
satisfying scenes alone, it is worth the
price of admission. Add to this a fine
cast, headed by James Kirkwood and
Anna Q. Nillson, and an excellent con-
tinuity by Ouida Bergere, drama hav-
ing been added to the stage version, and
the result is one of the best pictures
made by Paramount in some time.
The story is familiar to playgoers, road
companies having introduced it in prac-
tically every town in the country.
Genevieve Simpson, belle and heiress
of her native town of Kokomo, Indiana,
is given a farewell party on the eve of
her departure with her brother to Italy.
Her guardian. Daniel Forbes Pike is
downcast until he learns that Genevieve
loves him, then the farewell is less hard
to bear.
In Italy, Genevieve is dazzled by the
attentions of Prince Kinsillo, who be-
longs to one of the many impoverished
fragments of nobility with which Italy
seems to be infested. With his father and
sister he schemes to land the American
heiress. The brother, too, is flattered by
the atentions of the Prince, and his sis-
ter is soon drawn into an engagement.
She writes Daniel, asking for a pittance
of fifty thousand dollars as her dowry.
Daniel realizes he is needed and starts
post-haste for the land of olives and
stilletos. Kinsillo has had an affair with
a flower girl, Faustina, and she discovers
his attentions to the American heiress.
Her unsuspecting husband adores her,
but she wants only her noble lover. One
night, when the husband is gone, she in-
vites the Prince to her home, stabs him,
and he kills her. Meanwhile, Pike has
arrived in Italy, helped the King of a
neighboring principality, traveling incog
out of his motor trouble, and, not know-
ing he is consorting with royalty, is the
King's guest in the hotel where his wards
are living. Genevieve takes Pike's inter-
ference haughtily, until the Prince's true
character is finally disclosed, through
the efforts of her guardian, when she
acknowledges at last, her love for him,
and they plan to go home together.
Much homely humor is developed
through Pike's association with the King.
Jose Rubens does fine work as the Ital-
ian husband of the faithless Faustina,
and John Miltern makes a dignified King.
Photography unusually fine.
Charles Ray and Marjorie Maurice in "The Deuce
of Spades." (First National)
RUTH ROLAND IN
THE TIMBER QUEEN
(PATHE)
With the many substantial and inter-
esting phases being brought into present
day chapter-plays it looks as if the serial
is destined to occupy a new and more
integral part of the program, and demand
a wider consideration than has been ac-
corded it in the past.
In "The Timber Queen" Pathe offers
another chapter picture of the new order
that readily merits consideration of those
who have been inclined to pass up this
type of entertainment.
Starring the pretty Ruth Roland "The
Timber Queen" is an interesting story
of the great timber industry into which
has been woven elements of daring, sus-
pense and intrigue. There is continuity
and a logical reason for the action that
takes place, a fact which in itself dis-
tinguishes it from the old style chapter-
play. The big forests and the business
of cutting and shipping lumber which fit
into the scheme of things are good edu-
cational atmosphere.
The first three episodes of "The Tim-
ber Queen" indicate that it has much ma-
terial for an interest absorbing story in
the surroundings in which it is laid. The
story deals with the workings of a San
Francisco trust which is attempting to
secure control of the land which Ruth
Roland is to inherit on her twenty-first
birthday. The will of her grandfather
provides that unless she is married by
that time the land will revert to her
second cousin James Cluxton, who is
acting as a tool of the trust in an effort
to obtain the land.
In the supporting cast are Bruce Gor-
don, Val Paul, Frank Lackleen and Leo
Willis. Fred Jackman directed the pro-
duction under the supervision of Hal
Roach.
64 I
TOM MOORE IN
MR. BARNES
OF NEW YORK
(GOLDWYN)
Well produced and excellently acted
screen version of Archibald
Clavering Gunter's popular novel
and play. Moore gives a delight-
ful characterization and is given
good support by Naomi Childers,
Anna Lehr and Sydney Ains-
worth. Directed by Victor
Schertzinger. Five parts.
Tom Moore is herewith presented as
a dashing, romantic gentleman of Man-
hattan, who finds adventure on Corsican
soil. It is an excellent adaptation of the
Gunter drama and the producer has
faithfully reproduced the dress of the
period, the early eighties, as well as the
backgrounds against which the drama is
enacted. The picturesque continental
backgrounds, glimpses of a French rail-
way station and scenes of a fashionable
pleasure resort all add materially to the
picture's success and Mr. Moore's radiant
smile will bring joy to the heart of every
Moore fan.
The story has many excellent exploita-
tion angles, concerning as it does a duel,
an adventurous young American, a
solemn oath of vengeance, and two pretty
girls. A pretty Corsican wedding is a
feature of the picture also. It pleased
audiences all week at the Adams theatre,
Chicago.
There is a merry twinkle in Mr.
Moore's eye and the play is replete with
humorous incident. Naomi Childers was
an excellent choice for the beautiful Enid
and Anna Lehr well cast as Marina.
Sydney Ainsworth played Danella, Lewis
Willoughby was Anstruther and Otto
Hoffman played Tomasso.
Mr. Barnes, an American traveler, be-
comes involved in a Corsican feud when
he unexpectedly is a witness to a duel
between a native and an English naval
officer. The slain man's sister, Marina
swears vengeance. She employs an artist
to paint a picture of the duel and has it
hung in an art gallery in Paris, where
detectives watch in an effort to discover
the murderer. Barnes sees the picture
and overhears a beautiful English girl
tell a friend that she has fallen in love
with one of the men in the painting. The
picture is his own and he follows her as
she goes to catch a train. Through the
connivance of the porter on the train he
starves the girl. Enid Anstruther, into a
friendly relationship with himself. By
the time Nice is reached he is head over
heels in love with Enid and suspects her
brother, Gerard, about whom she has
told him, is the naval officer implicated
in the duel. Gerard is deeply in love
with Marina who has refused to marry
him because of a vow. Her guardian.
Count Danella. wants to marry her and
conspired to have her marry Gerard and
then tell her that he is the man who
killed her brother and force her into
avenging his death, leaving Marina free
to marry him. Through Mr. Barnes, it
comes out that Gerard had loaned his
pistol* to a fellow' officer and that it was
the latter who shot Marina's brother,
leaving the way clear for Gerard and
Marina, for Enid and himself to get
married.
XHIBITORS HERAL
Tom Moore in "Mr. Barnes of New York.'*
(Goldwyn)
EDGAR JONES IX
LONESOME CORNERS
(PATHE)
This Edgar Jones Production is a
tale of the Canadian border with
a rather out-of-the-ordinary twist
to the story that makes it an ab-
sorbing program feature. Pictur-
esque atmosphere and a typical
north-woods fight are its out-
standing features. Edna May
Sperl has the feminine lead. It
is five reels in length.
"Lonesome Corners" should prove a
satisfying program feature. It has a
unique story, that of a man in the north-
woods who steals the wife of another to
make a lady of her. An element of mys-
tery has been effectively injected into the
plot and for some footage it is doubtful
as to the real purpose of the kidnapping.
Henry Van Bausen is the third char-
acter in the story and the incidents are
woven almost entirely around the afore-
mentioned trio. The acting is excellent,
as is the photography and atmosphere.
Henry Warburton has been forced to
take residence in the big outdoors for
ten years under the terms of his father's
will. In a period of lonesomeness he has
married Nola. a youthful, untamed girl
of the woods country. As his time of
probation in the woods is about to expire
he faces with apprehension the thought
of bringing his backwoods wife into civi-
lization with him to meet his wealthy
friends.
Grant Hamilton, a wanderer, is living
at the cabin wTith him and when he learns
Warburton's attitude he determines to
help him in his own way. He kidnaps his
friend's wife and for a whole year keeps
her in a house in a remote part of the
woods where, under the tutelage of a
nurse she learns to become a perfect
lady. The absence makes Warburton
realize he really loves the girl in spite of
her social shortcomings and during her
absence he carries on a frantic search.
The only word he receives are mysteri-
ous notes at the end of each month which
tell him of the progress his wife is mak-
ing but with no intimation that he will
ever get her back.
On the twelfth month Hamilton re-
turns with Nola to Warburton. She is
completely changed and displays a knowl-
edge of social etiquette that astounds
him. Then Hamilton tells him the se-
cret— of the preparation he has been
making to prove that Nob is worthy to
accompany her husband to civilization, a
thins which Warburton himself had been
indifferent to take the trouble to do.
There is a happy reunion.
D May 20, 1922
SPECIAL CAST IN
THE CLOSED DOOR
(.KLEIN)
French-made picture, produce!
partly at St. Moritz, dealing wit!
theory of spiritualism. Thrill
aplenty, and some very beautifu
scenic shots in the Swiss Alps
Produced by Livingston Phelps
directed by Robert Saidreau. Dis
tributed by Edward L. Kleir
Length three reels.
An out-of-the-ordinary picture, inter
esting in story, and timely in them,
dealing as it does with the much-di:
cussed theory of "life after death." Ha:
dicapped by some poor photography i
interior sets, and over-exposure in soir
of the outdoor stuff. The scenes at S
Moritz, however, are very attractive.
The leading role, that of Dr. Lucia
Bernard is played by Jean Herve of tr
Comedie Francaise, and is very we
done. Madame Paula Bernard, the wit
is interpreted by Countess Marie Kuti
zov. This part is not so well done, a
though it is a minor part, soon finishe
Mile. Martha Ferrare plays "Jaquelii
Tessier" and does it well.
The story is told to his pupils b
"Professor Hanteuil" (Yves Martel
head of the Psychical Research Societ
as proof of actual materialization of tl
spirits of the dead. He calls to their a
tention a lonely figure, that of Dr. Lucif
Bernard, then tells his story.
Bernard finds his love for his wif
Paula, waning. He tells her he loves a:
other, Madame Paula Tessier, and d ,
spite the wife's entreaties, packs his ba
and leaves to join the other woman. C
the way he is hailed by a peasant \vi 1
begs him to come to his afflicted chil
The professional instinct triumphs ai
the doctor saves the child. Meanwhi
the distracted wife, walking blindly aloi
the cliffs, falls, is picked up with an ug
wound on her head and carried hon'
The doctor, again on his way to join 1
sweetheart, is told of his wife's accide
and hurries back. Jacqueline, angered
his failure to keep his appointment, sen
him a note saying she will stop at i
house, sound her auto horn three tinn
and if he does not respond, go out of i'
life forever. The horn sounds just
the doctor is about to perform the oper
tion that will save his wife. He Ieav
her to die and flees with the other woma
At St. Moritz he tries to find happinc:
but the memory of his failure to do I
duty pursues him. At last, to please Ja
queline, he joins a party of masqueradei
His dead wife appears to him. He is ti
rifled. He appeals to the doctor, H,i
teuil, who tells him the dead have be
known to appear. Driven from St. M
ritz. he insists on going back to the pla
where his wife died. Jacqueline goes
prove to him his fears are childish. 1
door to his wife's room resists his effoi
to open it, but when Jacqueline goes
it. it (lies open. Despite his protests S
enters. There is a shriek. He rushes
t" find her dead, the huge mirr
•.mashed, and on her head a scar exaei
like the one he had failed to operate I
mi his wife. Later, a falling tree ki
Bernard, a similar sear being made '
his head. Not cheerful, but mterestii
Mav 20. 1922
EXHIBITORS HERALD
65
DAVID BUTLER IN
\CCORDING
TO HOYLE
(WESTERN" PICTURES)
V role which admirably suits this
smiling, easy-going. broad-
shouldered actor. Excellent types
in small town story which de-
picts the rise of a hobo to a young
man with an object in life. Pro-
duced by Louis Burston. directed
by W. S. Van Dyke. Story by
Lottie Horner and Clyde West-
over. Scenario by John B. Cly-
mer. Arthur T. Todd cinema-
tographer.
The David Butler pictures are rapidly
vercoming in story and acting the
lacidity which marked some of his
•irlier releases, and in this one espec-
.Ily he has been surrounded with definite
.pes who are allowed to register their
\vn gags and bits of business. In many
oints it is the best Butler picture to
ate, having a strong underlying melo-
ramatic plot which culminates in a
lase. Greater stress for comedy effect
lould have been laid on this chase how-
.er. It is played as a straight chase
I two robbers, but the effect is nullified
\- reason of the audience knowing the
,)bbers got only an empty wallet. A
le opportunity for a hokum chase was
.erlooked here. Specific mention should
made of the even, velvety photog-
phy.'
Lottie Horner and Cylde Westover
,rote the story and they seem to have
iuged the star's capabilities to a nicety.
)hn B. Clymer wrote the continuity,
he picture' is inclined to be jumpy in
>ots, as though extraneous action inter-
)lated on location had to be cut at the
udio and was found to be difficult to
iminate.
Helen Ferguson enacts the part of
oris Mead and does fairly well with a
ther colorless role. The love story
. pretty much overshadowed by the
laracter actors, Sam Allen, Buddy
oss and Harry Todd, who are typical
lall-town rubes, and their characteris-
es have been well developed. They
.ther a harvest of laughs.
"Boxcar" Simmons is tramping the
i I road ties enroute to nowhere when
om a car window there blows a set of
inted rules telling how to become a
'ccess in life. The idea rather appeals
Simmons and he sets out to live by
em. changing his hobo garb for better
3thes. for, as the rules specify "God
>lps those who help themselves." Sim-
ons is mistaken tor a millionaire min-
g man. Dude Miller i Fred .1. Butler)
d Jim Riggs (Harry Todd) set out to
11 him a rock-studded farm. Simmons
scovers that Doris Mead (Helen Fer-
ison) and her brother Jim (Phil Ford)
re previously swindled by the slickers.
* "salts" the ranch and the slickers
y a large sum to buy back his option,
inking it is a rich silver mine. Sim-
ons turns this money over to the girl
d her brother. The slickers, on find-
is' they have been thwarted, crack the
tel safe and steal Simmons' wallet—
iich contains only the rules for success,
nee safely away the slickers open the
diet and find and read the last rule.
>nce you get a good start — keep
•mg."
CONWAY TEARLE IN
THE REFEREE
(SELZNICK)
A man's picture. Fast moving, logi-
cally developed story cf the prize
ring, based upon a "Red Book"
story by Gerald Beaumont. Con-
tinuity by Lewis Allen Browne.
Directed by Ralph Ince. Length
five reels.
If any story or picture could persuade
those opposed to prize fighting that the
game is clean, this Conway Tearle vehicle
is the one to do it.
A short introduction shows John Mc-
Ardle. a boy of about fourteen, and his
mother. The boy is absolutely honest
and manfully willing to take punishment
for a misdemeanor. By the time he is
grown, he is known as Honest John Mc-
Ardle. and in a hotly contested fight wins
the championship, middleweight class.
Conway Tearle as a youth of twenty-
four makes certain demands upon the
imagination, but otherwise he fills the
role satisfactorily. Gladys Hulette plays
the sweetheart, and brings to it her fresh
ycuthfulness and the naturalness that
characterizes her work. "Janie's" father
is Steve Roberts (played by Anders
Randolph), a wealthy sporting man.
When the big fight is over John hastens
home to his adoring mother and the girl.
There is good stuff in here where the up-
lift society calls to condole with the
mother on the "disgrace" of having a
son who is a professional fighter, and the
mother's pride in that same son. Janie
goes to her father and tells him she and
John have something to say to him.
Roberts is unwilling that his daughter
marry a professional fighter although he
likes and respects John. He appeals to
the latter's sense of fair play and John
agrees to let Janie go on a trip abroad
that her father has planned and to say
no more of love until she returns. The
day she sails John is not there to say
good-bye and she is terribly hurt. At the
same moment John is being carried to
the hospital, having, wrecked his car and
himself to avoid running down a child.
It is found that he is so injured he can
never fight again. After some difficulty
he opens a billiard room but finds he is
pressed for money. He also referees
fights. Janie returns but John, lacking
money, does not seek her. A fight is
arranged between "The Phantom" and
"Canada Dick." The Phantom holds the
championship and is offered a fortune
if he will foul Dick and give him the
fight. Steve Roberts has bet a fortune
on Canada Dick. They must get a
referee who will call the foul. Honest
John McArdell. naturally. Roberts sends
Rudy Metzer to John and when Rudy
asks John what he will do if he sees a
foul. John replies. "Call it. of course."
Rudy then tells John he is to receive
an extra twenty-five thousand. This
puzzled him until his faithful satellite
tells him the game is crooked. The day
of the fight the two leather-pushers
plainly show they are stalling. John
warns them to fight or he'll call them.
He finally stops the fight, calls all bets
off and when the champion objects,
knocks him out. Roberts calls that
night to tell him he. Honest John, is the
cause of Roberts losing fifty thousand
dollars, for he had told Janie the fight
was crooked, and that John knew it and
yet was refcreeinar it. and Janie had bet
him twenty-five thousand John would not
referee a crooked game. Her father,
taking the odds two to one. stands loser,
but a willing one. since he is convinced
that John is after all the man he wants
his daughter to marry.
SPECIAL CAST IN
HUMAN HEARTS
(UNIVERSAL)
A very good and unusually dra-
matic film has been achieved
in this picturization of the popu-
lar stage play. The screen drama
has all the grip and heart appeal
the famous stage play had. House
Peters is excellent in the leading
role and is accorded fine support.
Directed by King Baggot. Eight
reels.
Here's a play that will appeal to the
basic emotions of almost every theatre-
goer. It is an artistic and thoroughly
convincing piece of screencraft and the
old Hal Reid drama that thrilled thou-
sands each night is destined to arouse
new interest in the tens of thousands
who will see it upon the screen. Few
plays of years ago won greater favor
among theatre patrons and it is safe to
say it will repeat this success. There
is distinct box-office value to the title as
it was used for years by countless stock
companies and is perhaps one of the best
known melodramas of the decade.
House Peters in the role of Tom
Logan was excellently cast. He put the
necessary force and conviction into his
work and was altogether pleasing
throughout. Russell Simpson was the
austere, severe "Paw" Logan, while
Gertrude Claire played the role of "Maw"
Logan. George Hackathorne had the
difficult role of Tommy, the half-wit son
and little Mary Philbin was an ideal
Ruth. The principal role, aside from
House Peter's clever interpretation, that
of Barbara Kay. was entrusted to Edith
Hallor. and she was convincing and like-
able throughout. Ramsey Wallace was
cast as Jay Benton, while Emmett King
was the Governor.
Many of the familiar lines of the play
were used as sub-titles and the scenes
of the old blind mother pleading for her
son's release from prison and the final
reunion of Tom and his wife, are ef-
fectively and deftly directed by Mr.
Baggot.
The story, briefly, concerns Tom
Logan, assistant to his father in his
blacksmith shop, who falls in 'ove with
Barbara Kay. a notorious character who
plans to fleece him. Against his father's
wishes, however, Tom marries her and
they have a child. A former pal of
Barbara's — Jay Benton — is released from
prison and comes to see Barbara. Tom's
father discovers them together, there is
a scuffle and a shot and "Paw" Logan
is killed. Jimmie. the half-wit brother,
runs to the village and spreads the news
that Tom has killed his father. He is
tried and convicted and sentenced to life
imprisonment. Barbara moves to the
city with her child and lives with Ben-
ton. Tom saves the warden's life and
his sentence is shortened. Upon his re-
lease Barbara returns to him and there
is the usual happy ending.
There are many amusing and well
drawn types of country to-wn characters
and the photography and lighting is ex-
cellent.
New Barthelmess Film
Charles H. Duell, president of Inspira-
tion Pictures, which is starring Richard
Barthelmess in a series of productions for
First National distribution, announces
that Mr. Barthelmess' next starring ve-
hicle will be "The Bond Boy," by George
Washington Ogden.
66
EXHIBITORS HERALD
May 20, 1922
EARLE WILLIAMS IN
RESTLESS SOULS
(VITAGRAPH)
Adapted from a Richard Harding
Davis story, "Playing Dead," this
excellent little comedy furnishes
Mr. Williams with an ideal vehi-
cle. The story, while slight, pro-
vides the star with a role well
suited to his talents, and he is
ably supported by a very good
cast. Directed by Robert Ens-
minger. Five reels.
This is a whimsical little comedy-
drama concerning a man who plays dead
in order that his wife may marry an-
other with whom he believes she is in
love, and then learns that his will is
missing and an aunt has inherited his
wealth through an old will. He returns
to life in order that his wife may come
into her inheritance.
The role of Jimmy Parkington pro-
vides Williams with excellent opportuni-
ties to display his skill as an actor. Fine
support is given him by Francelia Bill-
ington. as the feather-brained wife;
Arthur Hoyt who is Swetson, the neo
symbolist; and Martha Mattox. as the
aunt. Nick Cogley made an excellent
colored servant and another actor who
dominated many of the scenes was a
Boston bull terrier, "Pal," who showed
almost human intelligence. The picture
met with approval and held the attention
of audiences at the Orpheum theatre,
Chicago, where it had its premier.
James Parkington finding his \vife
Lida deeply engrossed in occult science
and Edgar Swetson. a lecturer on the
subject of neo symbolism, plans to drop
out of her life, that she may marry
Swetson. He disappears from his state-
room while en route from New York to
Boston one night and takes up his abode
in the mountains. Returning to his
home a little later he is astounded to
find that his aunt has inherited his prop-
erty, through a former will, and that his
wife is practically penniless. Swetson
has transferred his affectons to Mrs.
Fortescue, the aunt, and married her.
Then he returns to his home, finds his
last will and is discovered while hiding
in a closet, by his old servant and his
dog. There is a happy reunion between
husband and wife, and the aunt and her
simpering husband are ordered out.
GLADYS WALTON IX
SECOND HAND ROSE
(UNIVERSAL)
A story of the Ghetto, suggested by
the title of a popular song. Miss
Walton is an appealing and
pathetic little figure around which
the story revolves. Plenty of op-
portunity for tie-ups here. Di-
rected by Lloyd Ingraham. Five
reels.
That most ingenuous of ingenues,
Gladys Walton, walks away with the
honors in "Second Hand Rose." The
story will appeal to most picture-goers
because of its simple directness and sev-
eral excellent characterizations. The pro-
duction is good; the story clear and well
told and aside from a somewhat draggy
introduction, will doubtless please the
majority.
George Williams furnishes an ideal
character sketch as the old pawnbroker,
Isaac Rosenstcin. Grace Marvin, Eddie
Sutherland, Wade Boctler, Max David-
son and Virginia Adair were also well
cast as was Jack Dougherty, Walter
Perry and Bennett Southard.
Rose O'Grady. an Irish waif, has been
adopted by a kind-hearted Hebrew pawn-
broker, and when Mama Rosenstein die*
Rose assumes the duties of housekeeper.
Xat. the son, employed in a silk factory,
is robbed of some waybills and is sen-
tenced to jail. He is released from prison
through the political influence of Tim
McCarthy, who wants to marry Rose.
Nat aids the police in catching other
thieves, and Rose confesses her love for
Terry O'Brien, who takes her away from
the second-hand store and her second-
hand father and establishes her in a new
home.
WILLIAM FARNUM IN
SHACKLES OF GOLD
(FOX)
An intensely dramatic and interest-
ing story of the stock market.
Adapted from Henri Bernstein's
famous play "Samson" and di-
rected by Herbert Brenon. The
screen version was furnished by
Paul H. Sloan. It is six reels in
length.
William Farnum is particularly well
fitted for the role of John Gibbs, the
main character in this screen play. The
story has plenty of suspense and grips
one from the start. It is artistically
produced and convincingly told. The
scenes where Farnum invites his erst-
while friend to his office and breaks him
financially, while facing ruin himself, is
as dramatic a piece of acting as has been
presented in some time. The stock ex-
change scenes are also interesting and
realistic.
Chief in Farnum's support appear Al
Loring, Marie Shotwell, Myrta Bonillas
and Elliott Griffin. Wallace Ray, Ellen
Cassity and Henry Carvill complete the
cast. Miss Bonillas gave a well modu-
lated performance as the wife and Grif-
fin was equally effective as Valentine.
Artistic sets and excellent photography
marked the production throughout.
John Gibbs is a dock laborer but rises
to wealth by shrewd speculation in oil.
He marries Marie, daughter of Charles
V an Dusen, she having consented to be-
come his wife merely because the family
fortune was depleted and to maintain
WILLIAM RUSSELL in the leading
role in "The Men of Zanzibar," a
Richard Harding Davis story pre-
sented by Willir.m Fox.
their social standing. Gibbs bears his
position patiently until he learns that his
wife has eone to a cabaret with another
man. He then turns upon his former;
friend. Valentine, and while breaking him.j
ruins himself. But through the strange
workings of the human mind he wins
the very thing he thought impossible—
the love of his wife.
AGNES AYRES IX
THE ORDEAL
(PARAMOUNT)
A swift account of dire develop-
ments attendant upon a marriage
for money, strained as to logic,
ineffectually depicted in spots and
only mildly satisfying. One of
those expensively produced pic-
tures that should have turned out
great but, somehow, didn't.
Directed by Paul Powell. In five
reels.
Swift action, lavish settings and indi-
vidual bits of good acting are the assets
of "The Ordeal.'' A story that may not
be improbable but is. improbably pic-
turized. is its chief liability. Subtracting
the later from the former an average pro-
gram picture is arrived at.
Agnes Ayres enacts the leading role
capably, but the role is not impressive.
Others in the cast, save the badly handi-
caped Conrad Nagel, give less efficient
performances and add to the star's diffi-
culties. Possibly loose direction is in
some degree at fault.
The story opens with a drunken hus-
band making life miserable for a wife
who has married him to assure her in-
valid sister and young brother of sup-
port. The husband's physician is re-
garded as a rival and forbidden the house.
A will is made which stipulates that the
wife forfeits her claim to his wealth ii
she marries after he is dead. Then he
dies, his wife believing that in failing to
give him his medicine she had murdered
him.
The money she inherits enables her
to pay for an operation which restores
her sister's health. Thereupon the girl
becomes headstrong and wasteful, the
boy following the same path. The young
physician returns, but the boy and his
sister prevent the natural marriage. A
big scene in a roadhouse. where an aged
negro mammy saves the younger sister
and explains that she poisoned the de-
ceased husband, is followed by a happy
ending.
CHESTER CONKLIN IN
HIS WIFE'S SON
(FOX)
This is the usual plot of the husband
who likes to "step out" and the ever
watchful wife. Chester Conklin tries to
vary his antics by putting on roller
skates and going in bathing, but there
is not much that is new in "His Wife's
Son." An overgrown boy in a Lord
Fauntleroy suit plays the son and fol-
lows him wherever he goes, finally steal-
ing his father's clothes and leaving his
own suit in the place. A hired kidnaper
grabs Conklin as he is sneaking home
in the boy's suit and the end shows him
swathed in bandages as a result of a
beating from his wife.
Frothingham to Direct
J. L. Frothingham has announced that
he will personally direct his next produc-
tion, "The Vengeance of the Deep," i»
which Marguerite De La Motte will he
featured.
May 20. 1922
EXHIBITORS HERALD
67
Vhat the a^ew York cJSlewspapers Said oAbout
"TOO MUCH BUSINESS "
FROM THE NEW YORK WORLD
"Too Much Business" keeps right after its story every
minute of the time, so that at the end you feel a natural
desire to applaud. Did you ever notice how few photo-
plays ever cause you to lay your hat and coat in the next
seat and clap your hands? "Too Much Business" is at-
tractive in theme largely because it stands right up face
to face with "big business" and exposes the sham of parts
of it.
FROM THE NEW YORK HERALD
- It is high time that the typical big business story of
to-day should have a little good humored fun poked at
it, and Earl Derr Biggers, who has written so many
stories of just that kind, was the very man to do it. "Too
Much Business" has been adequately preserved in the
screen reproduction. The continuity is even more busi-
ness-like than the story and the many entertaining fea-
tures of the picture ought to help the tired business man
in getting over that tired feeling.
FROM THE EXHIBITORS HERALD /
This is seven reels of clean, high class comedy with a sufficiently interesting story of romance and
love as to make it an exceptionally attractive entertainment.
From Harrison's -Reports
A highly amusing high-class com-
edy-drama. Its production end is
flawless, the acting of the characters
being natural and probable, the con-
tinuity smooth, and the logic sound,
even though the underlying idea is
farcical. Each scene seems to grow out
of the preceding one in a natural and
logical manner.
FromtheNen; York Morning Telegraph
The Yitagraph picture, "Too Much
Business," suggested by Earl Derr
Biggers' story, "John Henry and the
Restless Sex," as published in the Sat-
urday Evening Post, offers most amus-
ing entertainment at 4he Capitol this
week. Not only is the action plenti-
fully supplied with humor, hut the
subtitles provide many a good laugh
as well. All in all it is a comedy fea-
ture that hardly could be improved
upon. "Too Much Business" is good,
clean, legitimate fun. It is bright and
pleasing entertainment that is t>ound
to find favor with all who are for-
tunate enough to see it.
From The York Sun
"Too Much Business," the
Vitagraph production directed
by Jess Robbins, which is at
the Capitol this week, is a lively
and generally mirthful tale. It
has all the quaint satire on busi-
ness efficiency 01 JX-rl Derr
Biggers' original, "Joan Henry
and the Restless Sex," and the
natural absurdity attendant upon
the arrangement whereby a
young salesman who obtains an
option on the hand of his em-
ployer's secretary for thirty days
is kept in leash till the spectator
ceases to look for absurdities.
The situation growing out of the
salesman's conduct of a hostelry
where busy mothers can park
their children is farcical, but for
once farce seems right around
the corner from real life.
From the New York crening 'Post
"Too Much Business" is an amusing
film. Good comedy is rare, so we can
be thankful for the picture at the
Capitol this week which not only high-
ly amuses but has a real plot. It is
based on Earl Derr Biggers' Saturday
Evening Pos,t story. "John Henry and
<the Restless Sex." an antidote for
gloom and the blues.
From the New York £rening £\fail
When farce comedy i~ played before
the camera by actors "who have a real
appreciation oi the needs of farce, di-
rected by a man who has a like ap-
preciation, the result is just about as
good screen entertainment as one may
well wish for. An excellent case in
point is "Too Much Business" which
is playing at the Capitol Theatre this
week. Given an ingenious farce plot,
the players have proceeded to make
the most of it without dipping too
greatly in burlesque. The consequence
— an extremely funny picture that
causes many a chuckle, interspersed
with not a few hearty laughs.
FROM THE NEW YORK AMERICAN
There was Tully Marshall, always such a fine and responsive actor in a veritable Scrooge of a role —
that of a fussy, belligerent , irritable old business man, with a perpetual grouch. .Marshall teas at his best.
FROM THE EXHIBITORS
TRADE REYIEW
This satire on American
business gets the laughs from
beginning to end. It is one of
the best king comedies we have
seen for a lon<g time, and what
is more, the comedy situations
haven't the appearance of be-
ing forced in by the scenario
writer in hopes of getting a
laugh. They fit in as a natural
sequence to the action of the
story, which makes them all
the more laughable. It is real-
ly good clean comedy with the
laughs kept in and the slap-
stick stuff kept out.
From the ^eti' York Globe
"Too Much Business," is the deftest comedy-
satire we have seen in many a long day. This
picture at the Capitol is at last a humorous ver-
sion of life that has no burlesque, either of sit-
uation or character. The element of sentiment
is delightfully handled. The acting- in prac-
tically every part is just about all that could
be desired, and certainly far more than one ex-
pects nowadays. The picture is a triumph for
a new idea in direction. There is .1 refresh-
ing degree of consideration for the intelligence
of the spectator that extends even unto the
subtitles. The action moves along at a line
rate, and because of a wealth of detail there is
no padding by way of close-ups and horseplay
and consequent slowing up of the action.
ALBERT E. SMITH president
FROM THE NEW YORK
EVENING TELEGRAM
"Too Much Business" is a
unique and entertaining com-
edy, occasionally bordering 011
the farcical, but studiously
avoiding auy trace of the slap-
stick. The picture is crammed
with action and a certain
whimsical humor, uever
strained and frequently re-
pressed. Nearly all the sub-
titles are reminiscent of the
humor of the original Earl
Derr Biggers' story and the
picture has been given a lav-
ish and painstaking production.
68
EXHIBITORS HERALD
May 20, 1922
Henry MacRae Selected to Direct
"Man from Glengarry" in Canada
Henry MacRae, director of "Cameron
of the Royal Mounted" and other Ralph
Connor screen productions, has been the
director selected from many applicants
to produce "The Man from Glengarry."
William Colvin, who managed the
Italian production of F. Marion Craw-
ford's "Sant Ilario" in Rome for Ernest
Shipman, has been signed as producing
manager of Canadian Film Productions
and is now in Ottawa paving the way for
the coming of "The Man from Glen-
garry" company.
Cast Is Selected
Among the artists selected for leading
roles in "The Man from Glengarry" are
Ralph Faulkner to play "Ranald"; An-
ders Randolph to play "Big MacDonald";
E. L. Fernandez for "Lenoir"; Harlan E.
Knight to play "Rev. Mr. Murray";
Pauline Garon for "Mamie"; and Marion
Swayne for "Kate." William Colvin will
play the part of "Colonel Thorpe."
"Glengarry School Days" will follow
"The Man from Glengarry," with the
same director and technical force but an
entirely different cast of players.
Prepare Other Stories
"The Rapids," a story of Sault Ste.
Marie, is now being put in scenario form.
The actual shooting on it will begin in
June. "The Chivalry of Keith Leicester"
will be made at a later date in and about
the city of Vancouver, B. C.
Ernest Shipman is disposing of some
of his foreign holdings in order to give
his personal attention to these Canadian
activities, and will have a large number
of high-class Canadian productions ready
for fall distribution.
Further Rights Sold
On "I Am the Law"
Eastern Pennsylvania and
Southern New Jersey
Bought by Lynch
Robert Lynch of Metro Pictures, 1321
Vine Street, Philadelphia, has purchased
for the territory of Eastern Pennsylvania
and Southern New Jersey the rights to
the Edwin Carewe independent special
"I Am the Law," which is being pub-
lished through Affiliated Distributors.
This transaction now disposes of nearly
half of the United States rights. Sev-
eral of the territory rights were pur-
chased on the picture before the buyers
had even seen a foot of the film, it is
stated.
Foreign Rights to Warners
The territories already sold include the
entire foreign rights to Warner Brothers,
Gua Schlessmger, manager of the for-
eign department; Western Pennsylvania
to Joe Skirboll, of Associated First Na-
tional Picture1;. Pittsburgh; Minneapolis
to J. F. Cubberly, of Associated First
National Pictures; the entire northwest,
including Denver and Scatt'e. to M. A.
Klausncr, Mountain States Film Attrac-
tions: Cleveland to Louis Hyman, of All
Star Feature Company; District of Co-
lumbia. Maryland and Virginia, to Louis
Bachc, of Associated First National Pic-
tures. Washington, D. C, and eastern
Pennsylvania and Southern New Jerscv
in Robert Lynch of Metro Pictures, I'hil-
ade'phia.
Booked at Metropolitan
Louis Bachc of Associated First Na-
tional Pictures, Washington, D. C, who
has purchased the rights of "I Am the
Law" for this territory, has already suc-
ceeded in obtaining a first run booking
for the picture at Crandali's Metropoli-
tan, Washington. The picture will be
shown the week of May 21 following
Norma Talmadge's "Smilin' Through."
Henry Ginsberg Resigns
Sales Managership of
Educational Exchanges
Henry Ginsberg has resigned as Do-
mestic Sales Manager of Educational
Film Exchanges to take effect May 20.
Mr. Ginsberg has been associated with
Educational since its inception two and
a half years ago, and has played an im-
portant part in the growth of the organi-
zation. Much of his time was spent in
travel and as a result he is well known
throughout the country.
Before going with Educational, Mr.
Ginsberg was special representative for
International Film Company. Previous
to that he acted in a similar capacity for
Joseph M. Schenck.
Mr. Ginsberg's plans for the future will
not be announced until he finally severs
his connection with Educational on
May 20.
Baby Osborne Playlets
Suggested by Pathe as
"Mother's Day" Feature
Pathe Playlets starring Baby Marie
Osborne, according to Pathe, are being
booked by exhibitors all over the coun-
try as the type of picture especially suit-
able for "Mother's Day." Three of the
three-reel condensed versions of former
feature lengths are now being shown.
They are "Little Mary Sunshine," "Shad-
ows and Sunshine" and "Told at Twi-
light."
The film'- it is declared, have a wide
range of appeal, not only among women
and children but fathers and brothers
as well.
Pacific Film President
On Tour of Key Centers
John J. Hayes, president of the Pacific
Film Co., Inc., has left Culver City, Cal.,
to make a tour of important key cities
of the country. While in Chicago Mr.
Hayes will be joined by Julius Singer,
eastern representative of Pacific, where
a branch office will be opened. Later
a branch in St. Louis will also be
opened.
A number of deals involving the ter-
ritory sale of "The Able-Minded Lady,"
"The Girl from Rocky Point" and "The
Forest King," Pacific's current publica-
tions will be handled by Mr. Hayes dur-
ing the trip.
Prairie Closes Virtually
All Territories on Films
Practically the entire country has been
closed on the scries of two and five-reel
\\ i stem features recently acquired by
Prairie Pictures, Inc., the company an-
nounces.
The Prairie organization is making and
marketing fifty-two two-reel Western
pictures starring Judith Jordan and a
series of twelve five-reel Westerns star-
ring Alcne Kay.
Film to Aid Sport
Review Sales Drive
Trailer Prepared by Weiss
Brothers Shows Various
Scenes of Series
To assist the salesmen of various Gold-
wyn exchanges in promoting the dis-
tribution of the Sport Review, Weiss
Brothers have prepared a novel sale*
reel. This film, which measures three
hundred and fifty feet in length, pre-
pared and edited under the supervision
of Jack Eaton, producer of the Sport
Review subjects for Artclass Picture?
Corporation contains short scenes of the
most striking shots in the various issues,
together with slow motion analysis and
close-ups of Sport Review stars.
Has Exhibitor Information
A special main title will convey in-
formation to the exhibitor along the lines
of appeal, exclusiveness and publicity
value of the Sport Reviews in general.
Every salesman in Goldwyn branches
from coast to coast will be equipped
with at least one of these advance reels.
It is believed that this novel film will
go far toward promoting sales for the
Sport Review and acquainting exhibitors
with the merits of the Jack Eaton sub-
jects, which are published once every
other week throughout the year.
Prepare Exploitation
The preparation of the film marks an-
other step in the campaign which Eaton
and Weiss Brothers are carrying out for
the purpose of making Sport Reviews
one of the most popular single reels
offered.
George K. Spoor Is Now
Selling "Young America"
On Independant Market
George K. Spoor of Essanay Filn- •
Manufacturing Company has placed the
screen version of the Cohan and Harri;
stage success, "Young America," on the
state right market. Blair Coan of Ess
anay, 1333 Argyle street, Chicago, is it
charge of sales for Mr. Spoor.
In the cast of the feature are the
plavers who appeared in the origins
production. Attractive paper, with red
white and blue predominating in th(
color scheme, has been prepared.
"Young America" will be distributee
in the Chicago territory— Illinois and In
diana— by Greivcr Productions, 831 Soutl
Wabash. Chicago.
Worsley to Direct Barry
In Forthcoming Picturt
Harry Rapf, producer of the Warnc
Brothers attractions, "Why Girls Lcav<
Home." "School Days" and the lates
Vera Gordon picture, "Your Best Friend,
has engaged Wallace Worsley to dircc
Wesley Barry in "Rags to Riches."
The production of the Barry fcatirn
is said to have been postponed until th>
middle of May in order to allow th>
freckled youngster to make a persona
appearance at the Imperial theatre, Sai
Francisco, in connection with the show
ing of "School Days."
Blumenthal Buys Rights
To "The Curse of Drink'
Ben Blumenthal. president of tl"' 1 x
port & Import Film Company. Inc., n«
purchased outright the negative »ni
world rights for "The Curse of Drink,
a feature production directed by Harr;
Hoyt.
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
/OTorthcl
z> r— i £3 xAf r' iSHf'Motion r"*
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 55
"I wouldn't recommend a law
closing moving picture houses on
Sunday. Working people must
have their recreation." — The Rev.
Dr. L. Mason Clarke, Presbyterian
clergyman.
PUBLIC RIGHTS LEAGUE.
United Public Opinion
Will Win Ohio Cases
/ am preparing this department this zeeck with the Ohio blue law situation
mind. Although my remarks arc directed principally to Findlay and Bucyrus
■hibitors, the subject matter to follozc is general in nature and may be utilized
combating the troublesome reformer in Texas or any other state as effec-
■ely as in Ohio. In many localities where in the past the Sunday closing
ovement has presented destructive potentialities, theatre men have found that
crystallized public sentiment zcas the most poz^erful zeeapon with zvhich to
/lit the menace. Judicious use of the subject matter that follozvs should
ousc public opinion in defense of the Sunday theatre. — /. M. S.
While the situation at Findlay and
ucjtus is not directly in the hands of
c public, having reached the stage of
mrt proceedings, public opinion indi-
ctly can influence official action in the
rious cases. To win the moral and
tual support of the majority, the fol-
wing comments by clergymen, states-
-■n and other students of theology, con-
tutional law, sociology, etc., should be
ven prominent display in the daily ad-
rtising of the theatres. These com-
;nts are brief and may be utilized with-
it in any way robbing advertisements
valuable space.
{. FRANK CRANE says: "Morals are a mat-
er for all the people to decide. Xot for a
elf-chosen few to dictate to the many. The
leople are more moral than any reformer who
•ver rose to impose himself upon them."
!. EVERETT DEAN" MARTIN says: "Xine-
'enths of all the so-called reform legislation in
his country is devised for the express purpose
if taking joy and happiness out of the poor
nan's life."
IS ANGELES RECORD says: "Any sincere
tudent of the gospel knows that all this Sab-
>atarian fuss is anti-Christian. un-Christianlike
oid_ opposed to the very fundamentals of
hrist's doctrines. No one need guess about
his: Jesus went on record on this matter as
raphatically as he did on any question and
>ver and over again he scored the professional
reedarians w*ho were bound in the rites and
ormal laws of the synagogue, who insisted
nightily on exact Sabbath observance, but who
:new nothing of the gospel of service."
V. WALTER E. BENTLEV, Episcopalian
nimster, says: "Blue laws prohibiting motion
'ictures and sports on Sunday are as repre-
lensible as any other extreme. When you do
iot approach restrictions with moderation there
P a'ways a reaction. There was in the days
if the Puritans and there will be again if
'lue laws are adopted. Extremes always alien-
te public opinion."
V- D-, HERBERT JONES, Baptist minister,
ays: Christ whipped men out of the church
ut never into it. Professional reformers and
nristian lobbyists at Washington may mean
well but most of them are misguided swivel
chair heroes of the cross."
REV. HARRY L. MYERS, Congregational min-
ister, says: "Keep your own house in order.
Don't try to regulate your neighbor. What is
wrong for you on Sunday might be all right for
him. There has been too much blue law
agitation."
• • •
ARTHUR BRISBANE says: "What right have
you to suggest laws that would 'prohibit the
free exercise' of cheerfulness ! 'The Sabbath
was made for men,' not for reformers, fanatics,
bigots, hypocrites or meddlers."
SAMUEL GOMPERS says: "It is an affront
to the men and women of labor for those who
would revive the Sunday blue laws to say that
they do it to help those who work. What they
propose to do is to compel the working man or
woman who has been chained in factory or
office or to truck or dock six days in the week
to sit still upon the seventh and twiddle his
or her thumbs."
JAMES MADISON' in a letter to Edward Ever-
ett in 1823, wrote : "Religion is not in the
purview of human government. Religion is es-
sentially distinct from government and exempt
from its cognizance. A connection between
them is injurious to both."
GEN. U. S. GRANT, in a speech at Des Moines
in 1875, said : "Leave the matter of religion
to the family altar the church, and the private
school, supported by private contribution. Keep
the church and state forever separate."
REV. L. MASON CLARKE, Presbyterian min-
ister, says : "I wouldn't recommend a law
closing moving picture houses on Sunday.
Working people must have their recreation."
Insertion of these comments in theatre
advertising, in programs and throwaways
will strengthen the defense against the re-
former. But the exhibitor also should
use his screen in combating this menace.
Following are screen messages, published
previously in this department, which are
timely arguments for use by the Ohio
exhibitors. Transcribe these on slides and
flash on the screen at every performance:
A grave danger to the welfare and happiness
of the American people lies in unwarranted inter-
ference with personal rights. Elect legislators
who bow to the will of the people and not to the
order of the lobbyists.
The motion picture is the greatest educating
force of the modern world. It holds itself answer-
able to the will of the public but does not believe
it should take orders from busybody reformers.
The blue Sunday agitation is an arrogant at-
tempt of a very small minority to rule their
neighbors. This theatre gives exhibitions on Sun-
day because it believes that the patronage of the
public makes plain its approval.
Wholesome entertainment — such as the pictures
shown in this theatre — is thoroughly compatible
with proper observance of the Sabbath and in
addition it improves the morale of the community
by affording necessary relaxation.
The blue Sunday agitation is repugnant to the
spirit of America : To seek to withhold legiti-
mate amusement on Sunday from one's neighbor
is rank intolerance.
America's claim to be "The Cradle of Liberty"
must be supported by an aroused public opinion
which will put down the fanatics who are seeking
to make personal liberty a dead issue.
Fanatics who clamor for the closing of theatres
on Sundays in opposition to the will of their
neighbors should remember that to deprive a
man of his rights is just as much stealing as to
deprive him of his property.
Ministers as well as theatremen seek to earn a
livelihood by their work on Sunday but neither
commercializes the Sabbath because the first con-
sideration in both instances is serving the public.
While these brief editorials were written
as screen messages they too may be used
in theatre advertising. A thought a day,
presented both on the screen and in ad-
vertising, will crystallize public opinion
and banish the troublesome reformer.
Order Your Slides
[ EXHIBITORS HERALD,
* 417 South Dearborn Street,
Chicago, III.
r Send me, free of charge, the series of
twelve slides which the Herald is supply-
{ ing to exhibitors in furtherance of the
I PUBLIC RIGHTS LEAGUE campaign to |
maintain the freedom of the motion pic- |
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
| Name |
(Write name and address legibly)
' I
Theatre |
I
. Street =
Cify
70
EXHIBITORS HERALD
May 20, 1922
presents
"SANF 1LARI0"
THE DRAMA OF THE SARACINESCA
by
F. Marion Crawford
Directed by
Henry Kolker
§§
SCREEN DRAMA
AND CONTINUITY
by
Kenneth O'Hara
Cinematography
by
Charles Rosher
PRODUCED IN ROME
By
ERNEST SHIPMAN
DR. FRANCESCO STAME
President
Societa Aninoma
"ULTRA"
WORLDS EXPLOITATION RIGHTS, Management of
ERNEST SHIPMAN
17 WEST 44th ST., NEW YORK
May 20, 1922
EXHIBITORS HERALD
71
An Open Letter of Appreciation
"Through the kind offices of the United States Consulate
at Rome, I desire to extend the most sincere thanks to those
in Italy who so ably contributed to the making of the first
Italo-American screen production of the film industry: Fore-
most to Elizabeth Marion Crawford, wife of the late author,
for tendered use of the famous family estate at Sorrento;
then to Dr. Francesco Stame, President of 'Ultra,' his asso-
ciates, and the excellent artists in his organization; and
especially to the civil and ecclesiastical authorities of Rome
for unsurpassed co-operation.
"Through the officials of the United Artists of America,
I desire to express my appreciation to Mr. George Arliss
for his great kindness in allowing Mr. Henry Kolker to retire
as director of THE RULING PASSION' when in its
preliminary stages so that our Italian production might benefit
by his direction; and to Mary Pickford for her gracious
courtesy in permitting this undertaking to benefit by the
unsurpassed photography of her cinernatographer, Charles
Rosher, and finally to the Luporini Brothers for their able
assistance in effecting this international affiliation between
their countrymen and myself, which has resulted in a faithful
and artistic screen interpretation of the author's most colorful
drama of the Saracinesca.
Most sincerely,"
72
EXHIBITORS HERALD
May 20, 1922
"The Old Homestead," Familiar
Drama to Be Big Paramount Film
It is almost a self-evident truth to say
"The Old Homestead" will stand forever
and the producers of the Paramount pic-
ture version of Denman Thompson's
classic have made no error, they feel cer-
tain, in the decision to lavish a really
unprecedented amount of time, skill, la-
bor, art and industry in the screen ren-
dition.
James Cruze to Direct
Perley Poore Sheehan, author, together
with Frank E. Woods, supervisor-in-chief
of the Lasky studios, have collaborated
in the adaptation. Julien Josephson has
prepared the continuity. Walter Woods
will supervise the production which is to
be directed by James Cruze.
Thompson's creation. Uncle Joshua
Whitcomb, the typical down-easterner of
the stage, is to be portrayed by Theodore
Roberts. "Oddly enough, perhaps," says
Mr. Roberts, "I have never played the
role, though I knew Denman Thompson
well and also have been closely associated
in times past with people concerned in
the stage version of the classic. It is,
however, a role which I have always
wanted to play and I am glad of the op-
portunity."
Others thus far selected for the cast
are T. Roy Barnes and Fritzi Ridgeway.
Other parts will be filled later.
History of Play
Denman Thompson wrote what was
simply the genesis of "The Old Home-
stead" in 1875. This was while he was
with Harry Martin's Varieties, Pitts-
burgh. Pa., when he conceived the idea
of portraying a character typical of the
Down-East lovable and intensely human
people he had known and loved. The
sketch ran about twenty or thirty min-
utes and was called "Joshua Whitcomb."
Bible Novelty Film
At M. P. T. O. Fete
New Type Single Reel Film
Selected for Showing
At Washington
"Gethscmane," the single reel Biblical
feature with Prizma art titles in colors,
which had its premiere at the Capitol the-
atre, New York City, during Easter week,
has been selected by the Motion Picture
Theatre Owners of America for exclu-
sive presentation at the organization's
official banquet Friday evening. May 12,
at the Hotel Washington, Washington,
D. C.
Fifty-two in Series
"Gethscmane" is one of a series of 52
single reel productions which will be dis-
tributed under the general title of "The
Voice of the Land" by Geographic Film
Co., Inc., of Cincinnati, Ohio. Its selec-
tion by the M. P. T. O. A. for showing
at their banquet, it is said, was primarily
to bring to the notice of the government
officials, member-, of the foreign diplo-
matic corps and other distinguished
guests, a picture which would not only
be a credit to the industry artistically,
but which would also indicate the definite
trend that is under way for better pic-
tures. —
Arrangements have also been made to
show the picture at one of the large
Washington churches on Sunday, where
it is expected thai President 1 larding and
his entourage would be in attendance.
No Players in Film
Aside from the interest attaching to the
picture due to the fact that it shows
many of the best known places of sacred
history, the production is novel, for,
while it is more than a scenic picture, it
runs through its entire length without
the appearance of a single player.
This effect is secured by the method of
handling the presentation of the produc-
tion. The scenes are in black and white,
and are embellished by titles and art titles
from the brush of Paleologue, repro-
duced by the Prizma color process. The
settings are of the Mount of Olives, of
Olivet, of Bethesda, of Bethpage and, of
course, the Garden of Gethsemane.
Progress Ahead for
Industry, Says Ince
Bigger Films Due Producer
Says in Message to
National Meet
Days of real progress are ahead for
the motion picture industry is the mes-
sage brought to the convention of the
Motion Picture Theatre Owners of
America by Thomas H. Ince.
"We will have better pictures because
there will be no place for trash," says
Mr. Ince in a pamphlet of greeting to ex-
hibitors, titled "Looking Ahead." "We
will have bigger theatres because motion
pictures have reached a dignity and an
importance requiring the finest presenta-
tion.
"Motion pictures have come into their
own responsibility. We owe it to the
public and the industry — to our patrons
and ourselves — a code of practice as h gh
and honorable as any business. The
coming season will bring greater pic-
tures to the screens of the world than
ever."
In the pamphlet Mr. Ince also voices
a warning against trusts and unfair
competition and urges independents to
guard their independence.
Six-Reel Melodrama Is
Acquired by Hamilton
For U. S. and Canada
A new six-reel melodrama, "Give Me
My Son," has been acquired by George
11. Hamilton, Inc., 729 Seventh avenue,
New York, for distribution on the inde-
pendent market in the United States and
Canada. Featured in this picture of
mother love are Paul Seelig and Pauline
Brunius.
"Give Me My Son" has been acquired
in the New York and New Jersey terri-
tory by Certified Pictures Corporation,
also at Seventh avenue, New York.
A full line of accessories has been pre-
pared on the feature, including a 24
sheet, ("> sheet, :i sheet and 1 sheet, cuts,
teaser ads and the like.
Six Pictures to Be Made
For Metro by Rex Ingram
Under Two-Year Contract
Rex Ingram has signed a contract to
remain with Metro Pictures Corporation
for two years, during which he will pro-
duce six big pictures. The first of these
w ill be a screen version of Victor Hugo's
"The Toilers of the Sea."
This from the home offices of the com-
pany in New York, sets at rest rumors
of other affiliations of the director of
" The Four Horsemen of the Apocalypse,"
" The Conquering Power, furn to the
Right" and "The Prisoner of Zenda."
Fox to Publish Five
Features During May
William Farnum Production
"Shackles of Gold"
Heads Program
Five feature productions, two Sunshine
Comedies, and three Mutt and Jeff Ani-
mated Cartoons constitute the list of
May publications by Fox Film Corpora-
tion.
Heading the program is "Shackles of
Gold" adapted from Henri Bernstein's
drama "Samson." With William Farnum
as the star, Director Herbert Brenon,
it is said, has created a tremendously
strong character in this play of modern
society, snobbery and sturdy manhood.
Myrta Bonillas and Peggy Shaw appear
in the cast, which includes several other
prominent screen and stage artists.
New Mix Picture
Tom Mix will be seen in "The Fight-
ing Streak" from a story by George
Owen Baxter. Arthur Rosson directed
the picture, with Patsy Ruth Miller as
the feminine lead. Robert Fleming, Al
Fremont, Bert Sprotte, Sidney Jordan
and Gerald Pring, are in the company.
The William Russell picture will be
"The Men of Zanzibar," from the story
by Richard Harding Davis. This tale
is said to be replete with the romance
and adventure typical of the vehicles oi
the star. The film was directed by Row-
land V. Lee.
"Strange Idols," a Dustin Farnum pic-
ture, is from a story by Jules Furthman
and was directed by Bernard Durning
The central role is declared an ideal one
for the star.
Ducks in Comedy
John Gilbert will be seen in "The Yel-
low Stain," written by Jules Furthmar
and directed by Jack Dillon. Claire
Anderson is the leading woman.
The Sunshine Comedies for May ait
"El Toro" and "The Wise Duck." Main
weeks were consumed in the productioi
of the latter — a number of ducks having
been trained for leading roles. The Mut
and Jeff Cartoon publications are "Hop
Skip and Jump." "Modern Fishing," am
"Hither and Thither."
Davis and Brandt to
Launch Production of
A Series of Features
George H. Davis, president of Qualit)
Film Productions. Inc.. and co-produce
with Joe Brandt of "The Heart ot th;
North," and "Life's Greatest Question,
featuring Roy Stewart, which C. B. L
Film Sales Corporation is distributing
has arrived in New York from San Fran
cisco for the purpose of completing pro
duction plans with Joe Brandt on a sene
of features and going into the matter o
distributing details with C. B. C.
Both Mr. Davis and Mr. Brandt an
nounced some time ago that they na<
several feature productions in mind bu
would not begin filming until a>sure<
that exhibitors throughout the countr
would give the big independent prodtlC
tions a fair play. Since that time bo!l
have been studying the independent Sit,
nation in the principal key cities, and tn
result of their observations, it is under
stood, will lead to production being pu
in operation soon. Mr. Davis says Mia
the outlook is excellent for the film DUSj
ness for the coming season. Almost >
the studios and producing organization
are planning to elaborate their activitie
and add to their production facilities, n
reports.
May 20, 1922
EXHIBITORS HERALD
73
Believe Title Change
Of Value to Feature
'My Wild Irish Rose" Better
for Exploitation Than
"The Shaughraun"
The exploitation possibilities for "My
V'ild Irish Rose," Vitagraph's newest
pecial production, have been greatly
ugmented it is believed by the selection
f the descriptive and catching title.
Vritten by Dion Boucicault, "My Wild
rish Rose" was known as "The Shaugh-
lun" when it was successfully presented
n the stage several years ago with the
uthor in the title role.
Albert E. Smith, president of Vita-
raph, realized early in the filming of
le spectacular play that the original
tie held no special appeal and offered no
nusual advertising and exploitation pos-
bilities.
Tie-Up With Song
The fact that Conn, the shaughraun,
as inclined to sing on any occasion and
lat his favorite song played an important
art in the story, suggested a popular
-ish song as the new title of the picture,
id Chauncey Olcott's ballad, "My Wild
•ish Rose," was decided upon.
Vitagraph has purchased the rights to
tie and song. The song has been made
le theme in the music cue for the pro-
jction. Practically every sheet of ad-
;rtising paper, the heralds and all
rinted matter for the picture carries a
w bars of the song and its title.
Co-Operate With Publishers
Arrangements have been completed, it
stated, with the song publishers for
indow tie-ups as well as similar joint
cploitation with the various phonograph
•cord manufacturers who have records
the song.
"My Wild Irish Rose" has been com-
eted and is slated for publication
irfe 1.
lood Use Being Made
Of Exploitation Matter,
Warner Brothers Find
State-right organizations throughout
ie country that have purchased the lat-
■t Warner Brothers attraction, "Your
est Friend," a Harry Rapf production
arring Vera Gordon, are said to be util-
ing to the full the many novelties and
cploitation angles devised for the feature
f the Warner publicity staff.
"The direct-to-exhibitor cooperative ad-
vising we have carried on in the trade
iblications." said Harry M. Warner,
ind the approval placed upon it by the
ade paper editors and exhibitors is in-
ed gratifying. We have received many
tters from theatre owners commending
for our efforts.
"The same helpful suggestions that ex-
bitors are receiving with our current
tractions will also be accorded them
th our forthcoming productions."
Practically three-fourths of the coun-
v has been sold on the picture, accord-
g to Mr. Warner.
orman to Direct and
Play in MacDonald Film
In ^addition to direction "White Shoul-
rs," the next Preferred Pictures" pro-
ction for Associated First National,
th Katherine MacDonald as the star,
>m Forman will enact one of the chief
les of the story. Prior to this his last
>rk as an actor was in the chief role
the George Melford production of
he Round-Up."
Universal Handles 52 Comedies
In New Contract With Century
Negotiations Concluded Prior to Departure of Abe
Stern for Europe— Demand for These Short
Subjects Growing, Says Laemmle
you could see some of the fan mail of
tiny 3-year-old Baby Peggy, which ex-
ceeds that of most grownup stars, you
would not doubt for a minute the won-
derful appeal there is in a little girl who
acts as Peggy does, without realizing that
there is a camera watching her.
May Buy Animal "Actors"
"Julius will follow me to Europe some
time in July and in the meanwhile I shall
be on the lookout for the best animal
acts over there. I may purchase some
additional animals to add to our already
extensive collection. By animals I do not
mean lions, as I think the public to a
great extent is sick of them, but domes-
tic animals such as we have around us
• every day and such as fit into the humor
of every-day life."
Just prior to his departure for Europe,
Abe Stern announced that he and his
brother, Julius, had signed a new con-
tract with Universal, whereby the latter
company will distribute fifty-two two-
reel Century comedies during the com-
ing year.
An elaborate production has been
mapped out. Special attention will be
given to the acquisition of proper ve-
hicles for Baby Peggy, Brownie, the
wonder dog; little freckled-faced Johnny
K. Fox, Lee Moran and Queenie, the
clever equine star.
To Produce Fairy Tales
For Baby Peggy, a series of fairy tales
will be produced, displaying the little
star in "Little Red Riding Hood,'7 "Snow
White," "The Three Bears" and "Alice
in Wonderland."
Comment on the new contract was
made as follows by President Carl
Laemmle of Universal:
"The demand for Century comedies by
the first-run houses all over the country
has more than doubled. We receive daily
letters from our exchanges and from the
theatre owners themselves asking for
more of this product and can only com-
mend the business acumen and knowl-
edge of human nature displayed by the
Stern brothers when they specialized to
such an extent on children and animal
pictures which appeal to the heart as well
as the sense of humor of the average the-
atregoer.
Slapstick Out of Date
"The day for rough slapstick comedy
is fast disappearing and human interest
playlets with a strong comedy vein have
taken its place."
Views of a similar nature also were
expressed by Abe Stern. He said:
"I am convinced that in animal and
children comedies lie some of the biggest
possibilities in the short subject field. If
"Ten Nights" Purchased
By Levy for Two States
Colonel Fred Levy and Lee Goldberg
— the Big Feature Rights Corporation of
Louisville, Ky. — have purchased for
the Kentucky and Tennessee territories
"Ten Nights in a Barroom" and "The
Innocent Cheat," the two Arrow specials,
as well as the Peter B. Kyne series and
"Chain Lightning," a new Ben Wilson
production.
The Peter B. Kyne series embody two
productions already published and two
which are still to come. The first. was
"A Motion to Adjourn."
Gets Lead in Prize Story
Colleen Moore will play the lead in
Goldwyn's production of Winifred Kim-
ball's "Broken Chains," the scenario that
won first prize of $10,000 in the Chicago
Daily AVw.t-Goldwyn $:i0,000 scenario con-
test.
JACK HOLT, Shannon Day, and support in a scene from "North of the Rio Grande"
from the story by Vingie E. Roe. It is a Paramount feature directed by Joseph
Henabery.
74
EXHIBITORS HERALD
May 20. 1922
Producers for First National Are
Concentrating on f( 'Master 'pictures
An exceptional array of box office at-
tractions are in various stages of produc-
tion for First National, according to the
distributing company. With the aims of
"Bigger and Better Pictures" in view, the
producers, according to First National,
are concentrating on "masterpictures" —
productions which will duplicate the box
office successes of "Penrod." "Smilin'
Through, Die Kid," "Peck's Bad Boy,"
"Hail the Woman," "The Silent Call,"
etc.
Norma and Constance Talmage have
returned to Los Angeles, accompanied by
Producer Joseph Schenck, who has ob-
tained the film rights to William H.
Harris' "East is West," and Edgar Sel-
wyn's "The Mirage." Both of these have
been successful stage plays.
Will Go to Orient
Norma will make "The Mirage" at
United Studios and Constance will make
the interiors of "East is West" on the
same lot, later taking her company to
China for the exteriors.
Norma Talmadge's latest First Na-
tional picture, "Smilin' Through," is
proving to be the greatest p'cture of this
artist's career, it is said. This popular
star's feature to follow "Smilin'
Through," which will soon be seen at
the Kinema theatre, will be "The Eternal
Flame," a lavish production adapted from
the pen of Honore Balzac.
Three Months in Production
Dorothy Phillips is to be seen soon in
what is described as her greatest film,
"Hurricane's Gal." produced by Allen
Holubar and three months in the making.
Katherine MacDonald has completed
"The Woman Conquers," a picture of the
Northland. Her next starring vehicle is
to be "White Shoulders." The picture
will be made by Preferred Pictures at the
Louis B. Mayer studio.
John M. Stahl has completed the
Mayer picture, "One Clear Call," a film
requiring five months to make, and
Maurice Tourneur has finished "Lorna
Doone." Mabel Normand is Hearing the
end of Mack Sennett's greatest offering.
"Suzanna," a remarkable romantic cos-
tume picture of the era of Spanish domi-
nance in early California.
Completes Two Comedies
Charles Chaplin is building up the plot
of his next First National attraction and
Buster Keaton has just completed two
funny two-reelers. "The Blacksmith"
and "The Frozen North."
Richard Walton Tully, noted author
and playwright, has finished filming his
legitimate play, "The Masquerader,"
starring Guy Bates Post, and is prepar-
ing to offer the same star in the picturi-
zation of the Tully play, "Omar the
Tentmaker." Marshall Neilan has com-
pleted two big productions, "Fools First,"
and "Her Man." The former is sched-
uled for early publication.
Cast Is Selected
The complete cast for "Someone to
Love," the most recent Thomas H. luce
feature to enter production, has been se-
lected and includes: Madge Bellamy, Cul-
len Landis. Noah Beery, Vola Yale, Har-
ry Rattenburry. Carrie Clark Ward, Bert
Sprotte, Lincoln Steadman and Larry
Steers. John Griffith Wray is directing.
J. L. Frothingham will take his initial
plunge into film direction next month
when he will direct "The Vengeance of
the Deep." Marguerite de La Mctte will
be featured.
Universal Star Opens Ball Season
Maude George, featured player in Uni-
versal's "Foolish Wives." and Governor
McCray of Indiana officially opened the
American Association baseball season at
Indianapolis, Ind.
This event was a part of the exploitation
campaign which heralded the presentation
of the L'nivcrsal-von Strohcim special at the
( >hio theatre in the Indiana capital.
During her personal appearance at the
theatre, Miss George tightened her grip on
fandom. She repeated her celebrated shop-
ping tour which attracted the populace of
Newark. N. J.
In this latter stunt a tieup was effected
with the Indianapolis Star, two full pages
of combined merchant advertising being
carried Topping the pages were full width
streamers and in the center of each page
was a box explaining in detail the mag-
mtudr of the picture and the personal ap-
pearance of Miss George.
Four Big Territories
Get Eddie Polo Serial
Commonwealth Film Corp
Buys New York and
New Jersey Rights
Four big sales have been made on the
serial "Cap'n Kidd," the first independent
serial in which Eddie Polo is starring,
and contracts have been signed with the
Star Serial Producing Corporation, which
controls world rights, whereby distribut-
ing rights have been taken over for four-
teen states on this serial.
Sam Zierler has acquired for Common-
wealth Film Corporation of New York,
of which he is president, the territory in-
cluding New York State and Northern
New Jersey.
At Chicago, Celebrated Players Film
Corporation, through J. L. Friedman, has
taken over the serial for the Indiana,
Wisconsin and Northern Illinois terri-
tory. The sale was effected between Mr.
Friedman and Joe Brandt, president oi
Star Serial Corporation, on the occasion
of a visit to Chicago recently by Joe
Brandt.
Another of the sales was that made to
Harry Charnas for the Standard Film
Service of Cleveland, whereby "Cap'n
Kidd" will be seen in Michigan, Ohio,
Western Pennsylvania and West Vir-
ginia.
The Federated Film Exchange of Bal-
timore, through Pete Oletsky, also has
signed for the serial.
Mammoth Sets Being
Built at Lasky Plant
For Fitzmaurice Film
Paramount executives, both in the pro-
duction department and in the sales or-
ganization, are said to be elated over the
fact that George Fitzmaurice was avail-
able to produce "To Have and To Hold,"
tlie romantic-historical novel by Mary
Johnston. The story, first published in
1899, is recognized as one of the master-
pieces of American literature.
Big sets arc being built at the Lasky
studio in Hollywood for this production
which, it is anticipated, will be one of
the most important Paramount pictures
of the year. The entire village of James-
town in 1620 will be reproduced. Two
ships are being remodeled at a California
harbor, one to be a pirate vessel ,the other
a British man-of-war. Costumes will he
a colorful item in the production.
Sword play in the film between Bert
Lytell and Theodore Kosloff is expected
to have a special zest as Lytell is an ex-
cellent fencer while Kosloff holds a num-
ber of medals for his prowess with the
rapier.
Universal's Alaskan Serial
Will Be Published in June
Despite injuries sustained by William
Desmond, the star, when he slipped and
fell into the icc-choken river at Truckce.
Ncv., Universal's big summer serial.
"The Great Conspiracy," dealing with
the purchase and development of Alaska,
is making great strides towards comple-
tion. Perry VekrolT, the director, reports
that the opening chapters will be ready
for shipment east in a few weeks. The
serial will be in fifteen chapters of tw°
reels < ach, and will be published W
Universal early in June.
Mav 20. 1922
EXHIBITORS HERALD
75
Second National Is Gratified Over
Progress, Says Policy Statement
Off icials Declare Success Indicates Co nf id en ce of
Independent Producers in Company 's Plan
Of Economy and Fair Dealing
Star Cast in Next
Coogan Production
lackie to Have Big Support
in "Oliver Twist" Now
Being Filmed
'"Oliver Twist" will be a massive pro-
iuction with an exceptional cast of play-
rs. according to Sol Lesser and Jack
Coogan. Senior.
Characters Are Listed
Jackie Coogan will enact the role of
oung Oliver and Lon Chaney will be
een in the role of Fagin. Gladys Brock-
veil is playing the part of Nancy Sikes
md George Siegmann will be seen in the
ole of Bill Sikes. James Marcus is en-
icting the role of Mr. Bumble and Nelson
\IcDoweIl will be seen as "Sowerberry."
he old undertaker. Carl Stockdale will
jlav the role of "Monks" and Aggie Her-
ing will be seen as Mrs. Corne. Jean
standing plays the part of Charlotte and
Jertrude Claire is Mrs. Maylie in the
Twist presentation. The Artful Dodger is
nacted by little Edouard Trebaol of the
hirteen Trebaol kiddies. Taylor Graves
ilays Charlie Bates and Lewis Sargent
vill be seen as Noah Claypool. Eddie
Soland enacts the role of Toby Crackit
md James Hazleton plays Grimwig.
Jonel Belmore portrays the character of
\Ir. Bronlow and Florence Hale, the
haracter of Mrs. Bedwin.
Adhere to Story
Frank Lloyd is in complete charge oi
lirection with Harry Weil assisting him.
\Ir. Lloyd will not deviate from the Dick-
■ns volume. A large technical and art
lepartment staff has been formed by the
Toogan organization and massive settings
iow are erected in every portion of the
,'nited Studios.
Many Periods of History
Represented in Pictures
Under Way at Lasky Plant
Many periods of history are represented
it the Lasky studio where various pro-
luctions calling for costumes and types
>f different periods are under produc-
ion. The George Fitzmaurice picture.
'To Have and to Hold." contains an ar-
ay of actors and actresses in the cos-
umes of the seventeenth century.
William DeMille's Paramount produc-
ion, "Nice People." includes certain
listorically correct costumes in special
cenes with people garbed in the fashion
>t the Colonial period.
In Irwin Willat's photoplay. "The
iiren Call." are big settings disclosing a
asino in Alaska boom days with women
nd men of every kind representing all
luarters of the globe.
iamilton to Concentrate
On Six Special Comedies
During the coming production year
-.loyd Hamilton will make six big spe-
ial comedies under his own name. The
Iamilton comedies will be published by
•-ducational Film Exchanges, through
^hich the Mermaid Comedies in which
iamilton has been featured have been
istributed for the last two years.
The Hamilton-White Comedies, Inc.,
roduction company is to be consider-
bly enlarged, with the addition of sev-
ral popular comedy stars as well as
^clinical workers, leaving Hamilton and
is staff to devote their entire attention
^ the six special Hamilton comedies.
Second National Pictures Corporation,
launched a few months ago with the an-
nounced intention of applying organiza-
tion and systematic methods to distribu-
tion of pictures, has issued the following
statement of policy, purpose and results
achieved:
"Realizing that the enormous expense
of distributing pictures, due to the
cumbersome mode of operation and the
unorganized condition of the industry,
could be done away with to a great ex-
tent, a group of men who had devoted
considerable time and thought to the
situation formed the plan for establishing
Second National Pictures Corporation as
a systematic distributing concern. They
believed the time ripe for putting in
operation an organization free from en-
tangling alliances, designed to get re-
sults without waste and with a small
overhead.
Select Twelve Pictures.
"From more than 100 pictures offered
by independent producers, the twelve
of strongest appeal, highest entertain-
ment value and greatest box office draw-
ing power were selected.
"It was deemed wise to enlist the men
of greatest proved efficiency in the
various territories to represent Second
National. For this reason many early
offers for territory were refused, as the
policy adopted was to make haste slowly
rather than risk making mistakes. The
100 per cent territory could have been
sold many times over if Second National
has been content to accept any kind of
distribution offered by applicants.
Overhead at Minimum.
"The photoplays secured are far super-
ior to the average program pictures of the
kind that have been sold as features, yet.
with the minimum overhead that Second
National is operating on. these can be re-
leased at an extremely low grossing.
This will enable Second National during
the year to have the closest cooperation
with the men who handle its product in
the key cities, and will insure the develop-
ment of an organization that can go to
independent producers of the best in
motion pictures with guaranteed gross
showings surpassing those that can be
offered by any existing distributing or-
ganization.
"The Second National exchanges so
far established are:
"Greater New York anil Northern New Jer-
sey, headquarters in New York City; New Eng-
land States. Boston and New Haven; Northern
New York. Buffalo; Eastern Pennsylvania and
Southern New Jersey. Philadelphia; Western
Pennsylvania and West Virginia, Pittsburgh;
Northern Illinois and Indiana, Chicago; Michi-
gan. Detroit; Maryland. District of Columbia and
To THE INDEPENDENT
PRODUCER
If YOU want to reach the DISTRIBUTOR,
the EXHIBITOR, and the PUBLIC with
ONE HUNDRED PERCENT SURE FIRE
CERTAINTY, our PUBLICITY and EX-
PLOITATION plan will ASSURE RESULTS.
Our SERVICE covers trade journals, '"fan"
publications, newspapers, daily, Sunday and
rotogravure sections, syndicates, advertising
tie-ups, etc., etc. We prepare all copy to bring
your production before the EXHIBITOR and
the PUBLIC. In addition, we will arrange
the marketing of your picture.
Address PUBLICITY RESULTS
Box 10 Exhibitors Herald
1476 Broadway - New York City
Virginia. Baltimore and Washington, D. C. :
North and South Carolina, Charlotte, N. C, and
Ohio, Cleveland.
Negotiate for Four
"Negotiations now are under wav for
four big special productions which will
be added to the list of releases as soon as
distribution and rental prices will war-
rant, and from present indications this
will be within the next sixty days.
"The progress made by Second Na-
tional is highly gratifying to its organ-
izers, and the rapidity with which inde-
pendent producers are turning to this
concern for the marketing of their pro-
duct indicates their confidence in Second
National's purpose of economical dis-
tribution and fair dealing."
Annual Spring Convention
Of Paramount Sales Staff
Held at the Home Office
The annual spring convention of the
Pararhount sales organization opened at
the home office of the Famous Players-
Lasky Corporation Monday morning,
May 1. All the district managers and
nearly all branch managers were pres-
ent, in addition to a number of the home
office executives, when the first session
was called to order by General Manager
S. R. Kent. Distribution plans for the
coming year constituted the chief sub-
ject of discussion.
Those answering to the roll-call of
the convention were: Adolph Zukor, Jes-
se L. Lasky, S. R. Kent, E. E. Shauer,
Eugene J. Zukor. F. V. Chamberlin, R.
T. Kant. G. W. Weeks. H. G. Ballance
G. E. Akers, F. F. Creswell. Claud Saun-
ders, Oscar Morgan, C. E. McCarthv,
A. M. Botsford, Henrv Saulsbun-, John
C. Flinn, Ingvald C. Oes, Mel Shauer,
C. B. J. Frawlev, W. P. Lindlar, Her-
man Wobber, W. E. Smith. Louis Mar-
cus. G. J. Schaefer, H. H. Buxbaum, H.
A. Ross. H. W. Gi ven, Phil Reisman, H.
E. Elder. R. C. LiBeau, L. L. Dent, John
Clark, M. C. Hughes, J. B. Digger W
A. Bach. M. A. Milligan. H. I. Krause.
Harry Danto, P. J. Swift, John Hamill.
M. J. Kempner, C. C. Wallace. H. Hun-
ter. R. D. Thomson. W. R. Scates. J. D.
Powers. L. F. Britton, Allan Moritz. A.
E. Bernstein, R. J. McManus, Charles
Reagan. P. A. Bloch, Fred Strief and P.
L. Morgan.
Prizma Purchases Studio
And Laboratorv Buildings
The studio and laboratory buildings
occupied by Prizma, Inc., at 3193-3197
Hudson boulevard, Jersey City, have
been purchased by the company! Pres-
ident C. K. D. Walsh of Prizma closed
the transaction. New equipment is be-
ing installed to handle the increasing
demand for Prizma color product.
Obtains Neal Hart Films
For Northern Territory
M. H. Conhaim of Greater Features
Company, Minneapolis, Minn., has ob-
tained the new Neal Hart series of West-
ern five reel features, produced by Wil-
liam Steiner Productions, for Minnesota
and North and South Dakota.
This virtually closes the entire terri-
tory of the country on the pictures.
76
EXHIBITORS HERALD
May 20, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
Radiophone Not a Competitor
CHICAGO, ILL.— To the Editor: The
writer does not .view the radio in any
serious way as being a competitive factor to
general theatre business. This statement is
made for the following reasons :
It is strictly a mechanical and electrical
proposition subject to a great many mi-
nute accomplishments before any success
can be achieved.
Secondly, a house full of theatre patrons,
in the writer's opinion, desire amusement
from the standpoint of both eye and ear
and not from the ear alone.
We have no intention at this time of in-
stallations but will be frank to say that
should it be perfected and should the public
exhibit a demand for radio service, we
would be one of the first to make installa-
tions and adopt it in order to keep pace
with the times and to maintain a business
for the amusement and entertainment of
our patrons. — B. McElroy, Fitzpatrick &
.McElroy Company, Chicago, 111.
Mothers' Day Suggestion
JASPER, IND. — To the Editor: I think
every exhibitor should report what the pic-
ture will do in every locality. There are
some pictures reported good that did not
please my patrons. When I receive the
Herald I turn to this department first.
"The Old Nest" broke all house records
for me. I did not get any heralds. I spent
$10 for postal cards and printed on the
reverse side a "Mothers' Day" program,
admitting mothers for 10 cents. I sent
these cards to every mother in my neighbor-
hood and they sure did come out. I would
not advance prices above 10 and 25 cents.
It will bring you more business and will
get some started that never entered a show.
If any other exhibitor uses this stunt. I
would like to know how he turned out with
it. — S. A. Berger, Star theatre, Jasper, Ind.
Fifteen Years in Business
ARCANUM, OHIO— To the Editor: I
desire to tell you that we, my brother and
I, enjoy reading the Herald every week.
We first turn to "What the Picture Did
for Me" pages and read every comment
from A to Z and in this connection will
say that this department has l>een worth
hundreds of dollars to us. Next comes the
"Letters from Readers" page, which is al-
ways interesting, as we can learn conditions
from different parts of the country.
We are in a farming community and the
big per cent of our business is from the
country, so this past winter, when the prices
for their produce were way down to almost
nothing and the roads were in very bad
shape, there was a decided slump in our
business.
W ith the advent of some better prices and
nicer weather, business is improving, al-
though we don't expect it to ever be like
the "good old days."
We show one feature each week, but run
it two or three days, according to its merit.
They arc all selected from the various ex-
changes and we try to get the cream, so
our slogan is "Always a Good Show at
1 )reamland."
\ -.bort reel program, consisting of a
serial, Ford Weekly, a Rolin and an Edu-
cational comedy is shown on Fridays and
Tom Meighan in "The Bachelor Daddy."
(Paramount)
Saturdays. However, in a few weeks we
are going to replace this style of program
with a feature, as we believe our patrons
are getting tired of serials.
On May 9th it will he fifteen years since
we opened our theatre and we are not rated
as millionaires yet, but we love the busi-
ness just the same. — Chancellor Brothers,
per H. Chancellor, Dreamland theatre,
Arcanum, Ohio.
This Matter Needs Attention
CHANDLER, OKLA.— To the Editor:
About ninety-nine times out of a hundred
when you run a picture that is over six
months old there is no title on it.
There is always a lot of interesting (?)
dope about who directed the picture, camera
man, year of copyright, etc., that is still on
the first reel.
The title is always first and gets the hard
wear and tear and does not last long. Why
not put the title after all of that bunkum ;
let the bunk get worn off and leave the title
on the picture?
It does not reflect with any credit upon
the exhibitor who is showing pictures with-
out titles. The patrons think he is giving
them a lot of old wornout pictures and it
casts a bad reflection upon the exhibitor. —
H. G. Stettmund, Odeon theatre, Chand-
ler, Okla.
May Eliminate Middleman;
Buys Kremer Productions
Independent Producers Distributing
Syndicate has been organized in Los
Angeles with headquarters in the Loew
State theatre building for the express
purpose of elinfinating the middleman.
E. B. Hanscom, secretary, states that
the company hopes to bring the pro-
ducer and state right buyers in direct
contact with each other, thus effecting a
financial saving.
The entire series of Victor Kremer
pictures has been contracted for. These
subjects feature such players as: Crane
Wilbur, Zena Keefc, Lina Cavalieri.
Walter Miller, Violet Hopson and others.
In addition, a series of Westerns star-
ring "Ranger Bill" Miller; Westerns
featuring Monte Montague: comedies
starring Billy Franey, and dramatic sub-
jects produced by Wilfred Lucas have
been obtained.
Pete Morrison to Star
In Sanford Productions
Pete Morrison has been engaged to
play the lead in a new series of eight
senii-western five reel features to be
produced by Sanford Production-, (KM*
Sunset boulevard, Hollywood, Cal. Mar-
cel Perez and Frank S. Mattison arc
writing the stories.
Dorothy Woods will play the leading
feminmc role. Sanford Productions has
teased the old Morris Schlank studio on
Sunset boulevard where the series of
twelve two-reel Tweedy comedies will
also be made.
FILM LAUGHS FROM
TOPICS THE
S ELECTED BY
TIMELY FILMS INC.
Daughter — Everett kissed me last night.
Mother (indignantly) — That is outrag-
eous. Did you sit on him for it?
Daughter— I did.— Little Rock News.
* * *
He — Darling, there's been something
trembling on my lips for a month.
She — So I've noticed. Why don't you
shave it off? — New York Evening World.
* * *
Ethel — Oh, do look. Vou've grown a
mustache, haven't you?
Ethelbert — Well, you needn't worry!—
Lord Jeff. * * *
Ray (twirling misplaced eyebrow) — Isn't
my mustache becoming?
May (twinkling her eyes) — It may be
coming but I don't see it yet. — "Topics of
the Day" Films.
* * *
He asked her twice to marry him,
The reason now he knows ;
She said, "I'll never marry a man
With an eyebrow 'neath his nose."
— Brooklyn Eagle.
* * *
"What is the matter with Bob? He
seems a changed man since he raised his
mustache."
"Yes, his hair-raising experiences have
saddened him." — Daily American Tribune.
* * *
"I'll never feel the same to you,"
And a sad farewell he waved.
For he straightway to the barber went,
And had his mustache shaved.
— Princeton Tiger.
Turns Crowds Away
At Griffith Showing
"Orphans of the Storm" at
Seattle Strand Breaks
All Records
"Every single night we have to turn
thousands away from the theatre, have
'stood them' every night at both shows,
and it is absolutely impossible to get into
the house after nine o'clock," says a re-
port to United Artists Corporation home
office, from the management of the Fox-
Liberty theatre, St. Louis, where D. W.
Griffith's "Orphans of the Storm" is
being shown for an indefinite engage-
ment.
Eugene Quigley, manager of Ascher s
Capitol theatre, Cincinnati, telegraphed
to United Artists Corporation home of-
fice when "Orphans of the Storm"
opened at his theatre:
" 'Orphans of the Storm' opened tre-
mendously. In my ooinion it is by far
the best of all Griffith films. The audi-
ences at the Capitol were simply stag-
gered with the picture's tremendousness,
charmed with its simplicity, and appalled
by its realism, and above all found no
fault with the advanced admission price
fo' th- first time in the history of this
theatre."
Ml house records for the opening per-
formances, the opeivng day and for tn«
week, were broken at the Strand the-
atre, Seattle, it is said, when Gnlhtn s
latest film was shown there recently.
The run was preceded by and accom-
panied with the usual publicity and ad
vertising campaign.
May 20, 1922 EXHIBITORS HERALD 77
'What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this d epartment.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me." EXHIBITORS HERALD. 417 S. Dearborn St. Chicago.
Associated Exhibitors
The Hills of Missing Men, with J. P.
IcGowan. — A western with all the nec-
tary ingredients that make excellent
itertainment. You exhibitors who ad-
lired Carey in The Fox have as good
ii offering in this picture. — Arthur Rich-
rdson, Strand theatre, Schroon Lake,
Y. — General patronage.
The Sin of Martha Queed, with a spe-
al cast. — This picture was very much
ked by all who saw it. but it failed to
raw. Personally thought it a tine pro-
iiction. — Chas. Hurich, Ray theatre,
■ickenson, N. D. — Neighborhood patron-
ire-
Ann of Little Smoky, with a special
ist. — Cheap production. Theme old and
orn threadbare. Spoiled my best week
ight. Just took in enough to pay op-
ating expenses and nothing left for
juse. — J. A. McGill, Sumner theatre,
umner, Wash., Liberty theatre, Port
rchard, Wash. — Neighborhood patron-
je.
The Unfoldment, with Florence Law-
nce. — "They don't come back." Re-
member that and you . will save some
oney. Florence's popularity is gone and
irgotten. The picture will get you little
oney. It's a fair bit of entertainment,
ith some clever photography, but that's
I.— Harold F. Wendt, Rivoli theatre,
efiance, O.
Reckless Chances, with J. P. McGowan.
-A very good picture for this town,
olding interest from start to finish,
has. Hurich, Ray theatre, Dickenson,
. D. — Neighborhood patronage.
First National
Penrod, a Marshall Ncilan production,
his pleased everyone, even to the older
ies, for it took them back many years
their childhood. The various episodes
ive been worked together into a smooth
Anita Stewart in "Rose o* the Sea,'* a First
National attraction.
running picture. Increased admissions. —
Bert Norton, Kozy theatre. Eureka, 111.
Her Mad Bargain, with Anita Stewart.
— -Fair business. Picture below par.
Patrons report fair. — -George Yaughan,
Grand theatre, Dunnville, Ont., Can. —
Neighborhood patronage.
The Silent Call, with Strongheart. —
Here is a picture with a dog star and is
just as meritorious as the best picture
shown. The public surely did praise this
one. Book it. It is wonderful. — J. Car-
bonell. Monroe theatre. Key West, Fla. —
Neighborhood patronage.
Peck's Bad Boy, with Jackie Coogan. —
Everybody liked this picture. Drew both
young and old. Jackie is some kid.— E.
Noah. Liberty theatre, Frankford, Mo. —
Neighborhood patronage.
TWIN BEDS, with Mr. and
Mrs. Carter DeHaven. — This fea-
ture pleased most of my patrons
and business was good for two
nights notwithstanding a revival
meeting in town. A family here
who knew the DeHavens when
they were children did a lot of
good word-to-ear advertising for
us. — J. F. Rees, Regal theatre,
Wellsville, Mo.
All For a Woman with a special cast.
— Reports on this picture were good, but
my patrons were unable to see it that
way. At least 7.3 percent walked out
after the first four reels. This foreign
stuff don't go much with my patrons.
Picture failed to draw. — W. E. Elkin,
Temple theatre, Aberdeen, Miss.— Neigh-
borhood patronage.
Scrambled Wives, with Marguerite
Clark. — A very good clean play. Pleased
99 percent. The 1 percent a grouch. —
Giacoma Bros., Crystal theatre, Tomb-
stone, Ariz. — General patronage.
Molly O, with Mabel Normand. — A
good picture but not as good as Mickey.
Mickey is better all around, with more
appeal to the public, although the picture
is good. — J. Carbonell, Monroe theatre,
Key West, Fla. — Neighborhood patron-
age.
The Old Swimmin' Hole, with Charles
Raj-. — Ray is going back, if this picture
is a criterion. Business fair. Patrons re-
port poor. — George Yaughan, Grand thea-
tre, Dunnville, Ont., Can. — Neighborhood
patronage.
Her Social Value, with Katherine Mac-
Donald. — Yery fine picture. Acting A-l,
and star is at her best. Katherine Mac-
Donald always goes good here. — Chas. A.
Swanson, Opera House, Wahoo, Neb.—
Neighborhood patronage.
In Search of a Sinner, with Constance
Talmadge. — A very good picture to please
your patrons, and that is what we all
strive to do. Connie put it over in her
usual clever style. — Chancellor Bros.,
Dreamland theatre, Arcanum, O. — Neigh-
borhood patronage.
Peck's Bad Boy, with Jackie Coogan. —
Everyone pleased and asking when we
will have another with Jackie. Sure
knows how to please them. — W. E. Stepp,
Regent theatre, Pleasanton, Kan. — Gen-
eral patronage.
Mother O'Mine, a Thomas H. Ince pro-
duction.— Absolutely 100 percent picture.
Some of my patrons said it was the best
they ever saw. Good business. — C. H.
'You Just Can t Go Wrong '
I feel that I would be ungrateful indeed if I did not write you an expression of appreciation for "The Box Office Rec-
ord" which you recently sent me. It is the greatest scheme yet devised to help out the showman and I have used it, to
support this statement, with gratifying results.
Last week I played "The Greatest Love" and gave it my personal endorsement on the strength of the exhibitors'
eports. The picture was all that it was claimed to be and I got many fine compliments and even thanks for showing it.
You just can't go wrong if you study "The Box Office Record" and book accordingly. Don't listen to salesmen,
but study "The Box Office Record" and you'll win. Alas, too many of us listen to the salesman first and study the
"Record" after he is gone.
If you ever get out another copy, be sure that I am on the list to receive one. Don't care what it costs, I want one.
Again thanking you for my copy, and wishing you ev^ry success, I am,
Very sincerely yours,
H. P. THOMPSON,
Liberty theatre, Pardeeville, Wis.
78
EXHIBITORS HERALD
May 20, 1922
NORMA TALMADGE as a little Chinese maiden in the Selznick production, "The
Forbidden City," which is being reissued.
Simpson, Princess theatre, Millen, Ga. —
General patronage.
19 and Phyllis, with Charles Ray.— We
were well pleased with this. A little silly,
but a good Ray show. — Olen Reynolds,
Pearl theatre, Hymera, Ind. — Small town
patronage.
Bob Hampton of Placer, a Marshall
Neilan production. — An extra good spe-
cial in a western picture. Custer's last
fight a thrilling spectacle. Will stand an
increase in admission.— L. C. Farquhar.
Opera House, Guide Rock, Nebr. — Family
patronage.
Bob Hampton of Placer, a Marshall
Xeilan production. — Very good. Com-
ments favorable. We can stand more
from the Kirkwood-Barry combination. —
Crosby Bros., Lily theatre, Buffalo, N. Y.
— Neighborhood patronage.
19 and Phyllis, with Charles Ray. —
Good picture, but lost money on it. This
star doesn't draw here. — W. E. Stepp,
Regent theatre, Pleasanton, Kan. — Gen-
eral patronage.
19 and Phyllis, with Charles Ray. —
Picture and story pleases. The kind that
takes with the young crowd. Sustains
interest throughout, and had average busi-
ness two days. — Will H. Brenner, New
Cozy theatre, Winchester, Ind.
Bob Hampton of Placer, a Marshall
Xeilan production. — A darn good picture
that pleased fair size audience. Wesley
Harry especially good and made a hit
with everyone. — H. G. Stettmund, Jr.,
Odeon theatre, Chandler, Okla.
Bob Hampton of Placer, a Marshall
Xeilan production. — Pleased 100 percent
Drew fine. A good picture for small
towns. — \V. A. Bowker, Lyric theatre,
I lartington, Neb. — Neighborhood patron-
age.
A Virtuous Vamp, with Constance Tal-
madge. — This is sure a good picture;
pleased 90 percent. — C. H. Simpson, Prin-
cess theatre, Millen, Ga. — General patron-
age.
The Kid, with Charles Chaplin.— Big-
gest box office attraction I ever played.
A sure profit maker. Patrons satisfied
100 percent. — C. H. Lyman, Moon thea-
tre. Spencer, Neb. — Neighborhood patron-
age.
A Daughter of Two Worlds, with
Norma Talmadgc— This feature is only a
fair program. Pleased some people and
some did not like it. Only a fair drawing
card. — J. F. Spangler, Globe theatre.
Beaver, Okla. — General patronage.
In Old Kentucky, with Anita Stewart.
— Reissue. They don't make 'em any
more like this one. Stirring melodrama
that kept the audience intensely inter-
ested. Pleased good business. — J. H. Tal-
bert, Legion theatre, Norwich, Kan. —
Small town patronage.
In Old Kentucky, with Anita Stewart.
— A good feature. Pleased about 80 per
cent of my audience. A good story from
start to finish. — J. F. Spangler, Globe
theatre, Beaver, Okla. — General patron-
age.
Back to God's Country, with Nell Ship-
man. — Broke Winter record of attend-
ance, established just three nights before
by The Mysterious Rider. First National
is reissuing this picture and In Old Ken-
tucky. Fine prints on both of them. Used
stencil to make giant dog tracks leading
to our theatre, and they sure followed
the tracks to see the show. — J. H. Talbert.
Legion theatre, Norwich, Kan. — Small
town patronage.
Fox
Arabian Love, with John Gilbert. —
Ran this one prerelease, or at least ahead
of the city, and it went over big. It is a
great picture. Had many fine comments.
EACH week the reports
that appear in this de-
partment are assembled by
picture and prepared for in-
corporation in the next is-
sue of "The Box Office
Record," published Septem-
ber 1. Exhibitors reporting
regularly upon every attrac-
tion exhibited assure perfect
territorial representation
and complete authority to
"the Brittanica of the busi-
ness."
—A. S. Kolstad, Rialto theatre, Hood
River, Ore. — Small town patronage.
Western Speed, with Charles Jones.—
Some high brow spoiled this by changing
name of star. They do not recognize him
as "Buck," and he seems to have lost
his old pep. Looks like some one pulled
a boner in changing name. — Ben. L.
Morris, Olympic theatre, Bellaire, 0.
Thunderclap, with a special cast— A
wonderful attraction and pleased 100 per
cent, but failed to draw. We ran this two
days to very poor business, but no fault
of the picture as I received several good
remarks. — W. E. Elkin, Temple theatre.
Aberdeen, Miss. — Neighborhood patron-
age.
A Connecticut Yankee, with a special
cast. — After being an exhibitor for about
ten years a man becomes a little "hard
boiled" and it takes something a little out
of the ordinary in pictures to give him a
thrill or a laugh. As far as the writer
is concerned A Connecticut Yankee is
the best high class comedy ever staged.
Your patrons will like it, too, but it hasn't
the drawing power it should have at ad-
vanced prices. — T. H. Smith, Princes*
theatre, Colchester, 111.— Neighborhood
patronage.
Iron to Gold, with Dustin Farnum.—
I have played all the Farnum pictures and
I think they are extra good. The Primal
Law is his best and Iron to Gold a close
second. — S. N. Andress, Royal theatre,
Ponca, Neb. — Neighborhood patronage.
Chasing the Moon, with Tom Mix-
Did not come up to Tom Mix's. Poorest
he has made, and we have run them all.—
N. O. Foster, Elite theatre, Otsego, Mich
— Neighborhood patronage.
Thunderclap, with a special cast. — This
picture will stand back of any of youi
ads and will please them all. Bad feature
is abuse of mother, but the "gal's" here
makes up for that. Water scene hac
Conflict looking like dirty deuce. — A. S
Kolstad, Rialto theatre, Hood River, Ore •
— Small town patronage.
Queen of Sheba, with a special cast —
A most magnificent production. Bettj
Blythe is wonderful. Balance of cast ii
keeping. Settings most remarkable eve-
seen in this country. Picture does no
appeal to ordinary picture patrons. Mus
get your business from other sources
Do not plav it unless you can exploit it
—Ben. L. Morris, Temple theatre, Bell
aire, O.
Footfalls, with a special cast. — Boy^
if I'd known what this was I'd have pai<
my rental and never taken the film ou
of the can. I don't say it was not good
but our crowd got so nervous they nearl;
twisted the chairs to pieces. It show
two terrible deaths, one by fire and on'
by choking, and the action is heav;
throughout. Not a satisfied person in th
house. It will hurt your business. — V. G
Bollman, Castalia theatre. Castalia, Iowa
— Small town patronage.
Sky High, with Tom Mix.— Good, a
they usually are. In fact they get bet
ter as you go. Business is always goo<
with Mix.— W. E. Elkin, Temple theatr.
Aberdeen, Miss. — Neighborhood patron
age.
Riding With Death, with Charles Jone:
— Good action picture, full of shootin
and hard riding. Story very crude.-
Chas. Born, Elks theatre, Prescott, An)
— General patronage.
To a Finish, with Charles Jones.— Thi
picture is too rough and too much bloo |
shed for popular approval. Jones is WO
and should have a better vehicle. — H. V
McCampbell, Auditorium theatre, Cat
pinteria, Calif. — Neighborhood patronag-
Perjury, with William Farnum.— Sales
man that tells you this is a picture con
lay 20, 1922
EXHIBITORS HERALD
79
its "perjury." Farnum the bunk. Blub-
;rs all through the last reel in an
.erdrawn reunion scene. Snickers all
,-er the house, so overdrawn. — A. S. Kol-
ad, Rialto theatre, Hood River, Ore. —
nail town patronage.
Thunderclap, with a special cast. — Sen-
tional, fast moving melodrama. Drew-
many people as Over the Hill. Many
vorable comments from audience. Kind
picture that gets word of mouth ad-
rtisiug. Kind of picture that pleases
e regular theatre goers. Big business
ree days. — Ben. L. Morris, Temple
eatre, Bellaire. O.
Whatever She Wants, with Eileen
_-rcy. — This was well liked by every -
ic She is well liked here. — X. O. Fos-
r. Elite theatre. Otsego, Mich. — Xeigh-
>rhood patronage.
A Rough Diamond, with Tom Mix. —
his is one of Tom's good ones. It is a
al comedy-drama, the kind that sends
eai home smiling. — C. H. Simpson,
'rincess theatre, Millen, Ga. — General
tronage.
A Rough Diamond, with Tom Mix. —
rew the biggest crowd I've had for a
•ar. Much better picture than lots of
-called specials. — J. A. McGill, Sumner
eatre, Sumner, Wash. — Xeighborhocd
tronage.
After Your Own Heart, with Tom Mix.
Full of action. Comic remarks took
ell here. Pleased all. — R. D. Howard,
oon theatre, Mainville, Wyo. — General
itronage.
Shame, with a special cast. — While this
dure is somewhat on the sensational
der, yet it is not too much so and it
ould go good with nearly all classes,
uite a lot of Chinese atmosphere, but
is well staged and the acting of the
ar is very good. — T. H. Smith, Princess
eatre, Colchester, 111. — Xeighborhood
itronage.
Sky High, with Tom Mix. — Great,
eople that never before cared for "horsf
lera" raved over this one. Wonderful
enery and hair raising stunts over
rand Canyon. Step on it. It will back
) your ads as a thriller. — A. S. Kolstad,
scene from "Scnny," Richard Barthel-
mess' third production for Associated
First National.
Rialto theatre, Hood River, Ore. — Small
town patronage.
Chasing the Moon, with Tom Mix. — A
good six reel comedy on the order of A
Rough Diamond. Mix wears white shirts
and collars nowadays. — Olen Reynolds,
Pearl theatre, Hymera, Ind. — Small town
patronage.
The Roof Tree, with William Russell.
— Russell never fails to please, but keep
Russell in Westerns. He is no good here
only in Westerns. — W. E. Stepp. Regent
theatre, Pleasanton, Kan. — General pat-
ronage.
Without Fear, with Pearl White.— This
went over very nicely, although the men
patronage did not care for it. The story
is old and Pearl's stunts are lacking. The
settings are elaborate and photography
excellent.— Raj' Pfetcher, Isis theatre,
Roseville. 111. — Xeighborhood patronage.
Live Wires, with Johnnie Walker and
Edna Murphy. — Wish I had known how-
good this was. It is a good lively college
story. The crooks deserve special men-
tion in this for it is little known, I think,
how hard a part a crook has to play, and
then plays a losing hand in the bargain
Let's give the crooks a little praise for
their unselfish work to entertain us.—
Mrs. W. H. Heifer, Itasca theatre, Alice,
Tex. — Small town patronage.
After Your Own Heart, with Tom Mix.
— This one is sure a go-getter with the
bells on. Will please even those who
don't like Westerns. — V. G. Bollman, Cas-
taiia theatre, Castalia, Iowa. — Small town
patronage.
Gleam O' Dawn, with John Gilbert. —
Personally do not think much of this
picture. But patrons liked it very much.
— X. O. Foster, Elite theatre, Otsego,
Mich. — Xeighborhood patronage.
The Face at Your Window, with a spe-
cial cast. — Story years late. Hardly en-
tertaining. Very few laughs. — Crosby
Bros., Lily theatre, Buffalo, X. Y. —
Xeighborhood patronage.
Bare Knuckles, with William Russell.
— Just fair. Too much fighting. — Philip
Rand, Rex theatre, Salmon, Idaho. — Gen-
eral patronage.
Over The Hill, with a special cast. —
Played this three days and it rained two.
but it drew good. Fine picture and
pleased all classes. — E. *N. Booll, Opera
House. Craig, Xeb. — Xeighborhood pat-
ronage.
Maid of the West, with Eileen Percy. —
Good comments. Good business. Good
clean comedy well done. Xever heard a
grumble. Well acted. William Scott does
good work in this. More like this will
receive no kick from me. — Mrs. W. H.
Heifer, Itasca theatre, Alice, Tex. — Small
town patronage.
The Primal Law, with Dustin Farnum.
— A picture that will please the majority.
I call this a very good picture. — H. W.
McCampbell, Auditorium theatre. Carpin-
teria, Calif.- — Xeighborhood patronage.
A Stage Romance, with William Far-
num.— If you don't want to play Farnum
any more show this one. It will sure
put him out of business. This one and
His Greatest Sacrifice killed this star at
my place. — C. H. Simpson. Princess the-
atre. Millen, Ga. — General patronage.
A Rough Riding Romeo, with Tom
Mix. — Star at his best. Mix is sure my
best bet. Storm could not keep them
away. — Chas. De Wolf, Star theatre.
Cedar Rapids, Xeb. — Xeighborhood pat-
ronage.
Desert Blossoms, with William Russell.
— Just fair and not up to his usual stan-
dard. Patrons disappointed. — J. A. Mc-
Gill, Sumner theatre, Sumner, Wash.. Lib-
| And Thanks
To You for
| Writing It |
I Many thanks for "The Box j
1 Office Record." It's the one B
B thing that makes business 1
§§ easy. B
B You certainly have proven B
■ your statement of being in the g
B business to help the exhibitor. B
| First, "What the Picture Did j
1 For Me," and now the "Rec- ■
| ord." |
B You certainly deserve the m
B thanks of every exhibitor and J
B I assure you of mine and best B
1 wishes for every success.
Yours very truly,
E. J. O'NEIL,
Broadway theatre,
St. George, N. B. j
STiui uinnuiui uiu iu ; in] ni u mi n if ui iiij uiu;nu ui uj mi mi m 1 1 m mui iiuiminn iiiiuuuiiuiiuiuuii eiiiii^H
erty theatre. Port Orchard, Wash.
— Neighborhood patronage.
A Ridin' Romeo, with Tom Mix. — This
is one of the very best of Tom Mix fea-
tures. Pleased 100 per cent. An extra
good Western comedy-drama. More good
comments on this feature than on any
other feature I have ever shown. — J. F.
Spangler. Globe theatre. Beaver, Okla. —
General patronage.
Riders of the Purple Sage, with William
Farnum. — A wonderful picture. This
star, like Tom Mix, never fails to please.
Wish we had more like them. — W. E.
Stepp, Regent theatre, Pleasanton, Kan. —
General patronage.
Beyond Price, with Pearl White. —
Reckon people get tired hearing me brag
up the pictures I run — like as if I never
had any poor ones. Well, I am careful
what I select to run and therefore I sel-
dom have a failure. This one is good. At
the last, where the kids were about to be
parted one woman gripped her chair and
said, "This is awful." Then when they
were reunited happy tears stood in her
eyes. It makes them weep — it makes
them laugh — as does any successful
photoplay. White's work fine. — Mrs. W.
H. Heifer. Itasca theatre, Alice, Tex.
The Road Demon, with Tom Mix. — A
real fair western and pleased all my
patrons. Star draws for me. — A. J. Ru-
zicka. Rex theatre, Belgrade, Xeb. —
Xeighborhood patronage.
Bar Nothing, with Charles Jones. —
Splendid picture. Drew fairly good on
poor night. Patrons pleased and told me
so. — J. A. McGill, Sumner theatre, Sum-
ner, Wash., Liberty theatre. Port Or-
chard, Wash. — Xeighborhood patronage.
Know Your Men. with Pearl White. —
Fair show. Will please the Pearl White
fans. Tiger's Cub is the only good show
I have had of Pearl White in the past
year. — W. T. Biggs. L'nique theatre,
Anita, la. — Xeighborhood patronage.
Goldwyn
When Romance Rides, with Claire
Adams.— This picture was very good and
just about cleared the top rung of the
gate with little above the average in at-
tendance. Xothing special as far as ex-
80
EXHIBITORS HERALD
May 20, 1922
ploitation was concerned. — William
Noble, New Folly theatre, Oklahoma City,
Okla. — General patronage.
The Glorious Fool, with Richard Dix. —
Clean high class entertainment. Story is
there in every respect. — Ben. L. Morris,
Olympic theatre, Bellaire, O.
Theodora, with a special cast. — This is
a very spectacular production and is well
acted and produced, but this historical
stuff won't go here. It proved to be a
big lemon for us. — Harold M. Schoon-
over, Mazda theatre, Aurora, Neb. — Small
town patronage.
Beating The Game, with Tom Moore. —
As I have written before, it is a shame to
put Tom Moore in such weak stories. He
is a mighty clever actor and his smile
pleases everybody. This picture is good
and is sure to please your audience, but
there is not much to the story. I don't
understand why the producers keep this
up. — Geo. C. Starkey, Opera House, Mon-
tour Falls, N. Y. — Neighborhood patron-
age.
Wet Gold, with a special cast. — A very
good picture. Something different and
well liked by about 80 per cent. — C. C.
Patterson, Opera House, Thurber, Texas.
■ — Small town patronage.
His Back Against The Wall, with Ray-
mond Hatton. — Drew fair houses for sec-
ond half of the week. Audience and crit-
ics favorable in their comments. — William
Noble, Empress theatre, Oklahoma City,
Okla. — General patronage.
All's Fair in Love, with a special cast. —
A very good picture of the comedy-drama
type. Some excellent photography and a
good cast. — Wm. H. Creal, Suburban the-
atre, Omaha, Neb. — Neighborhood pat-
ronage.
Snowblind, with a special cast. — Did not
prove much of a drawing card for us. —
C. C. Patterson, Opera House, Thurber,
Texas. — Small town patronage.
The Old Nest, with a special cast. —
There has been a great deal said about
this wonder play and it could stand that
much more, but I can't say it for it is too
great for me to pass on it. However, if
you haven't run it, get it now and don't
worry about what you will make on it.
You won't be sorry. — F. W. Horrigan,
McDonald theatre, Phillipsburg, Mont. —
Mining camp patronage.
A Voice in the Dark, with a special
cast. — One of the best mystery pictures
ever screened. What "The Bat" is to the
OLD pictures premature-
ly recalled have been
brought into profitable cir-
culation and new pictures
lacking box office fitness
have been summarily re-
tired through the illuminat-
ing influence of "The Box
Office Record." Showmen,
money ahead because of that
influence, are writing in this
department today the re-
ports that assure its per-
petuation.
speaking stage this picture is to the
the screen. It will keep any audience
guessing right up to the last and it holds
their attention from the very first. — T. H.
Smith, Princess theatre, Colchester, 111. —
Neighborhood patronage.
An Unwilling Hero, with Will Rogers.
— Same old story, if Rogers plays and
Clarence Badger directs, go get it, you're
safe. This is not Will's best but it's
ahead of a lot we are forced to play.
Tie to Rogers and Badger and you'll
stay out of the divorce courts. — J. C. Jen-
kins, Auditorium theatre, Neligh, Neb. —
General patronage.
Water, Water Everywhere, with Will
Rogers. — Good, but not up to Jubilo. Will
Rogers liked by all my patrons. — A. C.
Betts, Powers theatre, Red Creek, N. Y.
— Neighborhood patronage.
Just Out of College, with Jack Pick-
ford. — A good five reel comedy that will
please. — Olen Reynolds, Pearl theatre,
Hymera, Ind. — Small town patronage.
Guile of Women, with Will Rogers. —
Poorest picture we have ever shown of
this star. I feel that I must deal gently
with this picture, however, as Rogers is
a favorite of ours. We have a great many
people of Swedish descent as our patrons,
and they praised the picture as they left
the theatre. Business was good, so we
are not downhearted. — Wm. H. Creal,
Suburban theatre, Omaha, Neb. — Neigh-
borhood patronage.
The Old Nest, with a special cast. —
This has always been satisfactorily com-
mented on. I can only add mine to this
and say the exhibitor who fails to play
this misses a good drawing card. This
always pleases. — Mrs. James Webb, Cozy
theatre. Union, Okla. — Small town pat-
ronage.
The Blooming Angel, with Madge Ken-
nedy.— Very, very poor. This ought to
be on the junk pile. Played a Capital
comedy and 11th episode of "Tarzan"
serial and held business up. — A. C. Betts,
Powers theatre, Red Creek, N. Y.—
Neighborhood patronage.
Wet Gold, with a special cast. — Gave
general satisfaction to good business. —
Giacoma Bros., Crystal theatre, Tomb-
stone, Ariz. — General patronage.
Doubling for Romeo, with Will Rogers
— The best Will Rogers picture yet. It'si
a rip roaring comedy and will stand an
extended run and pleases everybody.
Grab it and boost it. You can't boost
it too much. — Harold M. Schoonover.
Mazda theatre, Aurora, Neb. — Small town
patronage.
Hodkinson
Cameron of the Royal Mounted, with
a special cast. — Here is the best Western
picture I have played to date. The lobby
display alone is enough to bring 'em in
The cast is great, story O.K., and ii
pleased 100 per cent. Book it. It will gc
you business. — Harold F. Wendt, Rivol
theatre, Defiance, O.
The Light in the Clearing, with a spe-
cial cast. — An excellent picture that fol
lowed Bacheller's book closely. — Ben
Norton, Kozy theatre, Eureka, 111.
Cameron of the Royal Mounted, with ;
special cast. — This is by far the bes
Northwest picture we have shown. Hod
kinson furnishes some of the most at
tractive photos on this production w<
have ever seen. — Minnie Eakins, Roya
theatre, Nowata, Okla. — Neighborhooi
patronage.
The Man of the Forest, with a specia
cast. — Wow! How they ate it up. Las
reel one storm of applause. The kind yoi
can stand in the foyer as they leave with
out having an alibi or two along witl
you. Kids and adults both liked it.— A
S. Kolstad, Rialto theatre, Hood Rivet
Ore. — Small town patronage.
The Mysterious Rider, with a specia
cast. — Good picture, but not as good a
we had expected, after running the othe
Zane Greys. Patrons would much rathe
see Robert McKim in his usual role o
hard citizen. — E. L. Frank, Oasis theatr.
Ajo, Ariz. — Neighborhood patronage.
Cameron of the Royal Mounted, with
special cast. — Consider this a very gooi
production. Ran it Saturday, April 29th
Audiences well pleased. It's fresh atf
bright.— W. G. Sturdivant, Hoyburn the
atre, Evanston, III. — Neighborhood pat
ronage.
The Man of the Forest, with a specia
cast. — One exhibitor knocks this becaus
it does not follow the book. Personally,
do not know whether I read the book o
not, but I do know it pleases us and ther
were no adverse comments. Hook it h
all means in the small towns. — Mr-
James Webb, Cozy theatre, Union, Okl;
— Small town patronage.
Lavender and Old Lace, with a specia
cast.— I didn't see this myself but the.
tell me it was a fine picture and it dre\
the largest house for us that we have ha
in a year and pleased 100 per cent, so
must have been some picture.— A. r
Rogers, Temple theatre. Dexter, N. V-
N'eighborhood patronage.
The U. P. Trail, with Roy Stewart-
Little rough, but the kind the boys an
men like. Pleased (>."> per cent.— Horae
BILLY BEVAN puts up a stiff fight with Fat Lobac, his rival for the hand of the
postmistress, in "Gymnasium Jim," the new Mack Sennett comedy, distributed
by Associated First National.
Jav 20, 1922
EXHIBITORS HERALD
81
:enes from two new Charles C. Bartlett productions, starring Richard C. Travers and an all-star cast. (Left) A scene from
"White Hell," first of a series of eight pictures. (Right) A scene fiom "The Shadow Eater," second of the series.
mmick, O. K. theatre. Lewisport, Ky. —
eighborhood patronage.
Lavender and Old Lace, with a special
.st. — This is rather slow in action, but is
easing and well liked by the ladies. —
rs. James Webb, Cozy theatre, Union,
kla. — Small town patronage.
Partners of the Tide, with a special cast.
Fine picture, which pleased everyone,
rew fairly well with a bazaar the same
ght in town. Pictures like this are fit
show every place and will satisfy. —
. E. Rogers, Temple theatre. Dexter,
. Y. — Neighborhood patronage.
The Man of the Forest, with a special
st. — Most of Zane Grey's pictures are
>od drawing cards here and this was no
ception. Pleased 90 per cent at regular
ices. — Bert Norton, Kozy theatre, Eu-
ka. 111.
The U. P. Trail, with a special cast-
good picture. A Western that they all
:e. — Chas. Lee Hyde, Grand theatre,
erre, S. Dak. — Small town patronage.
The Mysterious Rider, with a special
st. — This is an extra good feature,
eased everybody. In fact all Zane
rey's have been good features. I re-
ived lots of good comments on this
ature. — J. F. Spangler. Globe theatre,
javer. Okla. — General patronage.
Keeping Up With Lizzie, with Enid
:nnett. — A pleasing little comedy that
;nt over very well on Saturday. Doubt,
ough. if it would draw on a poor night.
Bert Norton. Kozy theatre. Eureka. 111.
Metro
The Right That Failed, with Bert Ly-
II. — Splendid picture. Had good house
d many compliments from pleased pa-
ins.— J. A. McGill, Sumner theatre,
imner. Wash., Liberty theatre. Port Or-
ard. Wash. — Neighborhood patronage.
I Can Explain, with Gareth Hughes. —
Gareth Hughes lives 100 years he can't
plain why he is on the screen at all.
lis is the weak sister of the Metro
irs. but of course he is no star. — Gia-
ma Bros., Crystal theatre, Tombstone,
'iz. — General patronage.
The Idle Rich, with Bert Lytell. — Fine
awing card. Good comedy throughout
e picture. — Chas. A. Swanson, Opera
ouse, Wahoo, Neb. — Neighborhood pat-
nage.
Blackmail, with Viola Dana. — A very
e picture. Many comments. Dana
:tures take pretty well here. A clever
d pleasing character and always full of
P- — J. W. Weisbeck. Liberal theatre,
den, N. Y. — Small town patronage.
Uncharted Seas, with Alice Lake —
x>d show, but film is dark and cloudv.
Ran Buster Keaton comedy. One Week,
with above feature and it is good. If
you want a good comedy get this one. —
W. T. Biggs, Unique theatre, Anita, Iowa.
— Small town patronage.
The Misleading Lady, with Bert Lytell.
— A splendid comedy that is really funny
in places. It produces several good
laughs. — W. E. Elkin, Temple theatre.
Aberdeen, Miss. — Neighborhood patron-
age.
THE HOLE IN THE WALL,
with Alice Lake. — A very good
crook story. Miss Lake had rather
a weak part for one of her ability
but she made the most of it.
Pleased and drew heavy increase
in business the second night. Play
it if they like crook stories.
NOTE: It must be springtime
out in Salmon, Idaho. I see that
Phil Rand has busted into poetry.
O, well we had it coming to us for
talcing this country away from the
Indians and letting the women
vote. Come on with another
swan song, Philip, Old Timer. —
J. C. Jenkins, Auditorium theatre,
Neligh, Neb.
Glass Houses, with Viola Dana. — A
very good light comedy to satisfied
houses. — Giacoma Bros.. Crystal theatre,
Tombstone, Ariz. — General patronage.
Peacock Alley, with Mae Murray. —
Comments very good. Star especially
good. Good attendance. — E. W. Werner.
Warwick theatre. Kansas City, Mo. —
Neighborhood patronage.
Body and Soul, with Alice Lake. — Not
enough people in a small town who ap-
preciate this type of picture. Very good
acting and a good show. — Johnson Bros .
Johnsonian theatre, Ripley. N. Y. — Small
town patronage.
The Last Card, with May Allison. —
This picture did not start out exciting,
but it certainly held the audience after the
second reel. Very interesting. — N. O.
Foster. Elite theatre. Otsego, Mich. —
Neighborhood patronage.
The Man Who, with Bert Lytell.— Was
out of town when this was played, but it
was reported good by all who saw it.
Personally I hain't a'say'n' nuth'n' to no-
body.— J. C. Jenkins, Auditorium the-
atre, Neligh. Neb. — General patronage.
The Golden Gift, with Alice Lake. —
Gave excellent satisfaction. — Giacoma
Brcs.. Crystal theatre. Tombstone, Ariz
— General patronage.
The Fourteenth Lover, with Viola
Dana. — Miss Dana's best picture. Drew
a fine crowd. Patrons very much pleased
and told me so. Metro pictures very
good. — J. A. McGill, Sumner theatre.
Sumner, Wash. — Neighborhood patron-
age.
The Right That Failed, with Bert Ly-
tell.— A good picture which played to very
good business and pleased largely. —
W illiam Noble. Criterion theatre. Okla-
homa City, Okla. — General patronage.
Fine Feathers, with a special cast. — Pic-
ture just fair. Lost money for me. — W.
E. Stepp, Regent theatre, Pleasanton,
Kan. — General patronage.
Madame Peacock, with Xazimova. —
Patrons went to sleep during show. It's
the poorest this star has made. Nazim-
ova not well liked here any more. No
one seemed to like this picture. Some left
before finis. — J. A. Weisbeck, Liberal the-
atre, Alden, N. Y. — Small town patron-
age. *
Paramount
Is Matrimony A Failure? with T. Roy
Barnes and Lila Lee. — An excellent pic-
ture which pleased a large business all
week. — William Noble, Capitol theatre.
Oklahoma City, Okla. — General patron-
age.
Fool's Paradise, a Cecil B. DeMille pro-
duction.— A gorgeous production with
great stars and e xcellent scenario
and the hand of the master pro-
ducer. Cecil B. DeMille. to give it the
touches that make this one a sensational
subject. — J. Carbonell, Monroe theatre.
Key West, Fla. — Neighborhood patron-
age.
Moran of the Lady Letty, with Dorothy
Dalton and Rodolph Valentino. — Striking
example of what stars will do for a pic-
ture. Without Dalton and Valentino this
is an ordinary "movie." With them it is
a fine drawing card and pleases all who
see it. — Ben. L. Morris, Temple theatre,
Bellaire, O.
White Oak, William S. Hart.— Not as
good as Three Word Brand, but a pretty
good Western at that, and all Hart fans
were satisfied. — J. H. Talbert. Legion the-
atre, Norwich, Kan. — Small town patron-
age.
Find the Woman, a Cosmopolitan pro-
duction.— Here is a p:cture that will hold
them in their seats till the very last scene,
and then they will stay there a while
longer to recover from their surprise.
They will guess and then guess again, but
in the end they find that they are far from
right. We did five times our usual Wed-
nesday business with this picture. — Minnie
Eakins, Ro3'al theatre, Nowata, Okla. —
Neighborhood patronage.
The World's Champion, with Wallace
Reid. — Star well liked here, and drew
82
EXHIBITORS HERALD
May 20, 1922
good crowds. Picture above the average.
Patrons report good. — George Vaughan,
Grand theatre, Dunnville, Ont., Can. —
Neighborhood patronage.
Boomerang Bill, with Lionel Barry-
more. — A highly entertaining crook-
drama, well acted and nicely produced.
— Chas. Born, Elks theatre, Prescott,
Ariz. — General patronage.
Don't Tell Everything, with Wallace
Reid and Gloria Swanson. — On account of
the stars this picture should get a large
crowd. It did for us. — C. C. Patterson,
Opera House, Thurber, Tex. — Small town
patronage.
The Green Temptation, with Betty
Compson. — When they do turn out a
super-special why don't they brand it as
such? Could have doubled our receipts
had we known the quality of this produc-
tion. It is well worth a return engage-
ment in a few weeks. — Minnie Eakins,
koyal theatre, Nowata, Okla. — Neighbor-
hood patronage.
The Call of the North, with Jack Holt.
— The title gets them in and the picture
satisfies them to the nth degree after they
are in. Book it and step on it, for it is
a box office attraction. — F. W. Horrigan.
McDonald theatre, Phillipsburg, Mont. —
Mining camp patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Very fine picture with
pulling oower. Boost it. Advertise it. —
J. P. Doyle, New Academy theatre,
Nunda, N. Y.— Neighborhood patronage.
White Oak, with W illiam S. Hart. — In
spite of the fact that this picture has
plenty of the action that the average Hart
fan expects it is not as good as it might
be. It was received by a fair sized audi-
ence, with very little expression of ap-
proval.— E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
The Little Minister, with Betty Comp-
son.— The 100 per cent family picture.
This will make amends for a lot of Para-
mount's sins. — L. P. Charles, Grand the-
atre, Chetek, Wis. — General patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Brought out the largest
crowd in weeks for us. A very good pic-
ture indeed and pleased at least 95 per
cent. — C. C. Patterson, Opera House,
Thurber, Texas. — Small town patronage.
The Lane That Had No Turning, with
Agnes Ayres. — If I had seen this before
booking it, I wouldn't have played it for
a thousand dollars. Good picture, but it
has a hunchback in it; and if you have
a hunchback patron, or a family of one,
you will be covertly censured. It is
very humiliating to a cripple, and pictures
of this sort shouldn't be used. Another
one like this and cripples will be afraid
to come to the show, and their friends
resent it. — George H. Newsome, Plaza
theatre, Mt. Vernon, 111. — General patron-
age.
The Affairs of Anatol, a Cecil B. De
Mille production. — Stars pull public but
the story fails to satisfy. In other words,
too much stars, too small story. Ctory
is vital in picture. — J. Carbonell, Monroe
theatre, Key West, Fla.— Neighborhood
patronage.
A Prince There Was, with Thomas
Meighan. — Fairly good attraction which
pleased the majority, but did not cause
any special comments. Not as good as
most of Meighan's late pictures. Action
very slow. The little girl, Peaches Jack-
son, saved the picture from being poor.
— J. H. Talbert, Legion theatre, Norwich,
Kan. — Small town patronage.
The City of Silent Men, with Thomas
Meighan. — Here's a picture that is not a
program picture, but deserves to be put
on as a special. Tom is great as is the
cast, story and all. Hook it. — F. W. Hor-
CHARLIE CHAPLIN in "Pay Day," his
latest First National two-reel comedy.
The severe looking lady is his wife, in
the comedy.
rigan, McDonald theatre, Philipsburg,
Mont. — Mining camp patronage.
The Little Minister, with Betty Comp-
son.— One of the very best we have ever
run. It brought out many. Pleased all of
the high class patrons. — C. C. Patterson,
Opera House, Thurber, Tex. — Small town
patronage.
Deep Waters, with a special cast.—
The poorest Paramount I've had. A few
might call it a fair picture. — J. P. Doyle,
New Academy theatre, Nunda, N. Y. —
Neighborhood patronage.
O'Malley of The Mounted, with Will-
iam S. Hart. — This drew well, but failed
to give as good satisfaction as ptst Hart
productions. Laboratory print work very
poor in the one .we used.- -Ray Pfetcher,
I sis theatre, Rofeville, 111. — Neighborhood
patronage.
Her Husband's Friend, with Enid Ben-
nett.— Cannot say much for this one. It
pleased about 50 per cent. Weak story.
— W. T. Biggs, Unique theatre, Anita, '. ..
— Neighborhood patronage.
FOOL'S PARADISE, a Cecil
B. DeMille production. — This one
is a "berry." The best we have
had from Paramount in the so-
called super-specials in some time.
Played it two nights during the
time it was being played in the
largest theatre in Watertown and
business the second night was as
good as the first. We thought it
must be good from the many fa-
vorable comments in the HERALD
and boosted it accordingly. We
are glad to be able to play pictures
like this one. — W. C. Allen, Casino
theatre, Antwerp, N. Y.
Behold My Wife, with a special cast. —
Very good. Many good comments. Wish
more pictures equaled it. Boost it to the
limit. — J. P. Doyle, New Academy the-
atre, Nunda, N. Y. — Neighborhood.
Behold My Wife, with a special cast. —
This was a wonderful picture. Never
showed a picture that gave such satisfac-
tion. Behold My Wife ;s a grand suc-
cess. Pleased 100 per cent. It's a high
class entertainment. — G. D. Hughes, Lib-
erty theatre, Heavener, Okla. — Small
town patronage.
The Inside of the Cup, a Cosmopolitan
production. — An excellent picture with a
real story and a real moral. Will please
the most exacting. Reaches everyone.
— Bert Norton, Kozy theatre, Eureka, 111.
Male and Female, a Cecil B. DeMille
production. — Splendid. There is no rea-
son why this picture should not live
every day of the year. — L. P. Charles,
Grand theatre, Chetek, Wis. — General
patronage.
Sentimental Tommy, with a special
cast. — Flopped and about lost my shirt.
Even the few high brows that turned out
failed to comment favorably on this
photoplay. — F. W. Horrigan, McDonald
theatre, Philipsburg, Mont. — Mining camp
patronage.
The Woman God Changed, a Cosmo-
politan production. — This came very near
pleasing our patronage 100 per cent
which is going some. It has everything.
Will please in small towns as well as the
city. — Ray Pfetcher, Isis theatre, Rose-
ville, 111. — Neighborhood patronage.
Away Goes Prudence, with Billie
Burke. — Just a breezy, flighty little skit
of a story, not probable, yet possible.
Don't believe many girls would do what
she did. Star is clever. — R. Ross Riley.
Wigwam theatre, Oberlin, Kan.
The Golem, with a special cast. — The
poorest picture we ever played. Our pa-
trons walked out on the second reel say-
ing. "Where did you get such a punk pic-
ture?" Keep away from this one. — G. D.
Hughes, Liberty theatre, Heavener, Okla
— Small town patronage.
The City Sparrow, with Ethel Clayton
— This was no good for me. Story if
weak. It pleased about 50 per cent. — W .
T. Biggs. Unique theatre, Anita, Iowa.—
Small town patronage.
To Much Speed, with Wallace Reid.-
Yery, very good. If you have playec
What's Your Hurry? by all means plaj
this. Star very much liked here. Sc
clean and entertaining. Pleased 100 pel
cent. — A. C. Betts, Powers theatre, Ret
Creek. X. Y. — Neighborhood patronage.
What's Your Husband Doing, witl
Doris May and Douglas MacLean.-
Ladies and men enjoyed this picture. An)
exhibitor would be glad to hold Dori:
May's hand while she floats. This oni
will send them home smiling. — L. C. Far
quhar. Opera House, Guide Rock, Neb.-
h'amily patronage.
Mary's Ankle, with Douglas MacLeai
and Doris May. — A first class light com
edy. — Johnson Bros.. Johnsonian theatre
Ripley, N. Y. — Small town patronage.
O'Malley of The Mounted, with Will
iam S. Hart. — A picture that drew us :
full house on a Sunday night in a down
pour of rain. Hart gets them out here
—J. T. Flaherty, Jr., Oaklawn theatre
Danville, 111. — Neighborhood patronage.
The Frisky Mrs. Johnson, with Billj
Burke. Audience went to sleep on this
Worst for months. — Giacoma Broa.
Crystal theatre, Tombstone, Ariz.— Gen
eral patronage.
The Toll Gate, with William S. Hart.-
I.itth- old, but a good six reel western
First Hart for a year here and drew good
— Olen Reynolds, Pearl theatre, Hymcra
Intl. — Small town patronage.
Hawthorne of the U. S. A., with Walj
lace Reid. — I find that wherever I g1
Wallie Reid pleases the people. This pic
lure is by no means up to his best, but i
a nice little picture. — Geo. C. Starke.
[ay 20, 1922
EXHIBITORS HERALD
83
pera House, Montour Falls, N. Y. —
eighborhood patronage.
Double Speed and Excuse My Dust,
th Wallace Reid. — Wallace Reid pic-
res go over about as good as the others,
ake dandy Saturday pictures. Star well
:ed here. — Star theatre, Crofton, Neb.
Path*
Lahoma, an Edgar Lewis production. —
lis picture is a little old, but is a knock-
t. Played it two days, one night being
^h school night. Was liked by all
at saw it. Jack Perrin made his hit
re in The Lion Man. — G. D. Hughes,
berty theatre, Heavener, Okla. — Small
,vn patronage.
A Broadway Cowboy, with William
smond. — A good comedy western. —
tas. Lee Hyde, Grand theatre, Pierre, S.
— Small town patronage.
The Sage Hen, an Edgar Lewis pro-
<ction. — A dandy Western that pleased a
:r house. Gladys does some fine act-
Should be a good box office attrac-
1 n. — F. W. Horrigan, McDonald the-
re, Philipsburg, Mont. — Mining Camp
Itronage.
Half A Chance, with Mahlon Hamil-
ii. — Old but good. A safe bet for any
<hibitor. Don't try to use it as a spe-
< 1— P. G. Held, Sterling theatre, Fair-
nnt, Xeb. — Neighborhood patronage.
Fighting Cressey, with Blanche Sweet.
-This feature is only a fair program,
^thing extra. Some were pleased and
;-ne did not like it. — J. F. Spangler.
lobe theatre. Beaver, Okla. — General
jtronage.
R-C Pictures
3eyond The Rainbow, with a special
cast. — This picture drew only a small
house, but no fault of the picture. It is a
very good mystery picture, with a sur-
prise at the end. — Mrs. James Webb,
Cozy theatre, Union, Okla. — Small town
patronage.
Eden and Return, with Doris May. —
This one will need some help to get over.
^H. W. McCampbell, Auditorium the-
atre, Carpenteria, Calif. — Neighborhood
patronage.
Cold Steel, with J. P. McGowan.— Good
of its kind. — Giacoma Bros., Crystal the-
atre, Tombstone, Ariz. — General patron-
age.
Beyond The Rainbow, with a special
cast. — Very good picture and remarkable
cast. Had a number of climaxes instead
of the usual one. — Martin W. Operle, Ar-
mory theatre, Ste. Genevieve, Mo. —
Neighborhood patronage.
So Long Letty, with a special cast. —
Very good comedy. Light in spots but
seemed to satisfy a fair sized audience. —
W. C. Allen, Casino theatre, Antwerp,
N. Y. — Neighborhood patronage.
Where Lights Are Low, with Sessue
Hayakawa. — While this star lost money
for me. the picture is good, but it is im-
possible to put him over in my town. — H.
W. McCampbell, Auditorium theatre, Car-
penteria, Calif. — Neighborhood patronage.
The Sting of The Lash, with Pauline
Frederick. — This is one of Frederick's
good ones. Different from anything she
has done as it is an out door picture. It
is very, very good and pleases. — Mrs.
James Webb, Cozy theatre. Union, Okla.
— Small town patronage.
Seven Years Bad Luck, with Max Lin-
den— Very good comedy. Pleased 100
per cent. Clean entertainment. — J. P.
Doyle, New Academy theatre, Nunda, N.
Y. — Neighborhood patronage.
Billy Jim, with Fred Stone. — This is a
very good Western and well liked here.
No mistake in booking it. — Mrs. James
Webb, Cozy theatre, Union, Okla. — Small
town patronage.
Realart
Bobbed Hair, with Wanda Hawley.—
Awful picture. About the most sense-
less picture Realart has ever made. They
sure have fallen from winners to losers
for us. — Martin W. Operle, Armory the-
atre, Ste. Genevieve, Mo. — Neighborhood
patronage.
Bobbed Hair, with Wanda Hawley. —
Not very good entertainment. Star pretty
and appealing as ever. Cast not so good.
Story most too weak for picture purposes.
— Will H. Brenner, Cozy theatre, Win-
chester, Ind.
Room and Board, with Constance Bin-
ney. — A good clean little picture that
pleased those that saw it. 99 per cent
of Realart pictures please my patrons. —
W. E. Elkin, Temple theatre, Aberdeen,
Miss. — Neighborhood patronage.
The Plaything of Broadway, with Jus-
tine Johnstone. — A very good picture that
would be improved if a couple of scenes
were eliminated. — J. F. Rees. Regal the-
atre, Wellsville, Mo. — Neighborhood pat-
ronage.
Selznick
A Wide Open Town, with Conway
Tearle. — One of the ten best pictures of
the year, judging from the comments of
the crowd as they went out. Not a spec-
tacle but a pleasing story well handled.
it intimate scenes from "Silas Marner" the Associated Exhibitors production, adapted from George Eliot's famous novel,
and being distributed through Pathe.
84
EXHIBITORS HERALD
May 20, 192:
— Chas. Lee Hyde, Grand theatre, Pierre,
S. Dak. — Small town patronage.
Why Announce Your Marriage?, with
Elaine Hammerstein. — A splendid produc-
tion. In fact one of Miss Hammerstein's
best. We had dozens of favorable com-
ments.— W. E. Elkin, Temple theatre,
Aberdeen, Miss. — Neighborhood patron-
age.
Remorseless Love, with Elaine Ham-
merstein.— Mountain story with the usual
trend of such stories. However, is very
interesting and pleased followers of this
star. — Ben. L. Morris, Olympic theatre,
Bellaire, O.
Handcuffs or Kisses, with Elaine Ham-
merstein.— It's a good clean picture, like
all her others. Here's hoping that Se-
lect will keep this star always in pic-
tures that are beyond reproach to the cen-
sors. It is gratifying to know that there
is one star that does not have to play
in "vamp" parts with immodest attire in
order to display her feminine charms. —
T. H. Smith, Princess theatre, Colchester,
111. — Neighborhood patronage.
A Divorce of Convenience, with Owen
Moore. — I was expecting a general walk
out on this one from some of the reports
that I saw in "What The Picture Did
For Me," but it gave absolute satisfaction
and personally I think it a first class com-
edy-drama.— C. M. Simpson, Princess the-
atre, Millen, Ga. — General patronage.
Clay Dollars, with Eugene O'Brien. —
An interesting picture that pleased most
all patrons. Eugene O'Brien plays the
part of a city chap sojourning in a hick
town exceedingly well. Cast very good,
only some of my patrons said they were
sorry to see Metro's grand old man play
the part of a rogue. Business good two
days. — Will H. Brenner, New Cozy the-
atre, Winchester, Ind.
The Fighter, with Conway Tearle. —
Would call this an average program pic-
ture. Satisfactory, but nothing distinctive
about it. — E. L. Franck, Oasis theatre,
Ajo, Ariz. — Neighborhood patronage.
Poor Dear Margaret Kirby, with Elaine
Hammerstein. — Poor story, poorly con-
structed. Dull and uninteresting. A
picture on which they begin to walk out
at about the second reel and keep walk-
ing.— Will L. Beebe, Candor theatre, Can-
dor, N. Y. — Small town patronage.
Shadows of The Sea, with Conway
Tearle. — Just a fair picture. — Olen Rey-
nolds, Pearl theatre, flymera, Ind. — Small
town patronage.
The Daughter Pays, with Elaine Ham-
merstein.— This is one of the best we have
ever shown here. Star well liked here. I
have never seen this star in a bad picture.
— C. H. Simpson, Princess theatre, Millen,
Ga. — General patronage.
Scandal, with Constance Talmadge. —
This is not so good. I wouldn't have run
it if I had seen it, though some might
like it. — Chas. Lee Hyde, Grand the-
atre, Pierre, S. Dak. — Small town patron-
age.
Seeds of Vengeance, with a special cast.
— Heard many favorable comments on
this show. Good clear picture with plenty
of beautiful scenery. As usual, the
preacher was about the silliest looker in
the play. Why? — J. W. Trullinger, Lyric
theatre, Clarks, Neb. — General patronage.
United Artists
The Ruling Passion, with George Ar-
liss. — Superb. It is a pleasure to show
such a picture. It deserves a showing in
every city and hamlet in the country.
Refreshingly wholesome, entertaining and
delightfully human, it will make a hit with
any class of patronage. — Chas. Born, Elks
theatre, Prescott, Ariz. — General patron-
age.
Way Down East, a D. W. Griffith pro-
duction.—Splendid photography. Stars
good. Business good. Better second
night. Pleased all. Many coming back
second night. Patrons report excellent. —
George Vaughan, Grand theatre, Dunn-
ville, Ont., Can. — Neighborhood patron-
age.
Through The Back Door, with Mary
Pickford. — This is without question
Mary's greatest picture. Played to good
business against one of the biggest so-
called specials of the year. Book it and
boost it. — Harold M. Schoonover, Mazda
theatre, Aurora, Neb. — Neighborhood
patronage.
Pollyanna, with Mary Pickford. — A re-
issue that drew well as it is one of her
best pictures. It will draw both old and
young. — Bert Norton, Cozy theatre, Eu-
reka, 111.
Universal
The Bearcat, with Hoot Gibson. — An-
other exceptionally good Western drama
from this star. He seems to please better
each time. Got big business with stiff
opposition. Story is fast moving Western
drama. Support good and story right. —
Ben. L. Morris, Olympic theatre, Bel-
laire, O. '
Dr. Jim, with Frank Mayo. — They got
the wires crossed or all left home or
something happened when they labeled
this one "Universal Special Attraction "
Should have been, "Jewel Production"
as many a time I have paid four times
as much for a special as I paid for this
and did not get as good a picture. Who
said to put Mayo in specials? I secom
the motion with all my soul. He is al
there — all wool and a yard wide— h
never gets a self satisfied grin on hi
face when he pulls a good stunt. Tha
spells 100 per cent in my eyes. — W. P,
Heifer, Itasca theatre, Alice, Tex.-
Small town patronage.
Man to Man, with Harry Carey.— Thi
picture sold me as a special. It is just
good Carey picture. Was oversold on i
and even with a Semon comedy could nc
make it. Don't pay a dime more for
than ordinary Carey feature. — A. S. Ko
stad, Rialto theatre, Hood River, Ore-
Small town patronage.
Don't Get Personal, with Marie Pr<
vost. — 1Good comedy with plenty of actio
and human interest stuff. Patrons we
pleased. Prevost a winner here. A gre;
attraction for small town houses. Yo
can boost this without fear if your peop
have a sense of good clean humor. — Wi
L. Beebe, Candor theatre, Candor, N. V
— Small town patronage.
THE MAN UNDER COVER,
with Herbert Rawlinson. — Here is
a picture that is interesting for
various reasons, one being the fact
that it is a much better crook story
than usual and another that it was
written by a life prisoner in the
Arizona penitentiary. If this is a
fair sample of what it does for a
man to put him in prison it might
help the pictures to put some other
authors there. — Wm. H. Creal,
Suburban theatre, Omaha, Neb.
Playing With Fire, with Gladys Walto
— Exceptionally good. It is about tl
richest thing in up-to-date jazz titles evi
presented in one picture. Will deligl
any American audience. — Chas. Bor
Elks theatre, Prescott, Ariz. — Gener;
patronage.
The Scrapper, with Herbert Rawlinso
—Very good. Took well to good hous
— J. A. McGill, Sumner theatre, Sumnt'
Wash., Liberty theatre, Port Orchar
Wash. — Neighborhood patronage.
The Dangerous Little Demon, wil
Marie Prevost. — The best Prevost pictu
to date. She pleased all and sure is
cute little vamp. It is clean, so you a
book it. — F. W. Horrigan, McDonald th
atre, Philipsburg, Mont. — Mining can
patronage.
Don't Get Personal, with Marie Pr
vost. — A real clever picture, up to da
and snappy. They will like it. — R. Ro
Riley, Wigwam theatre, Oberlin, Kan.
No Woman Knows, with a spi cial
— I call this a second Humoresque. Boo
it big. It is all there and they have
good taste in their mouths. — 11. \V. M
CONWAY TEARLE in two scenes from his latest Selznick Picture, "The Referee," a story of the ring, adapted from "Jol
McArdle, Referee" by Gerald Beaumont. Ralph Ince directed the picture.
[ay 20, 1922
EXHIBITORS HERALD
85
impbell, Auditorium theatre, Carpen-
ria, Calif. — Neighborhood patronage.
Don't Get Personal, with Marie
evost. — A real picture. — C. H. Smith,
ectric theatre, Morning Sun, la. — Small
wn patronage.
Playing With Fire, with Gladys Wai-
n—Pleasing little show. Played it on
.ndav and had them all chuckling. — A.
Ko'lstad, Rialto theatre, Hood River,
re. — Small town patronage.
No Woman Knows, with a special cast.
Another good picture. Pleased 100 per
nt. Played this picture two days. Run
with a comedy and With Stanley in
:rica. Did very good business on this
;ture. Mabel Julienne Scott was good.
G. D. Hughes, Liberty theatre, Heav-
er, Okla. — Small town patronage.
The Kiss, with Carmel Myers. — Best
owd on this we have had in a long
ne. This picture did not please my
trons. Plenty of knocks. Too much
reign stuff in this to suit my patrons. —
W. Trullinger, Lyric theatre, Clarks,
eb. — General patronage.
The Scrapper, with Herbert Rawlinson.
A very good picture, with plenty of
tion. One that should please most ev-
yone. — Spaulding Brothers, Gem the-
re, Taylorville, 111. — Neighborhood pat-
nage.
No Woman Knows, a special cast. — A
ry good picture and one that drew for
e second night's business. — Chas. Lee
yde, Grand theatre, Pierre, S. Dak. —
nail town patronage.
Conflict, with Priscilla Dean.— Wonder-
1 picture and drew good business due
advertising. Star not known here,
atrons report excellent. — George
aughan, King George theatre, Port Coi-
jrne,- Ont., Canada.
Action, with Hoot Gibson. — Very good
estern. — E. L. Franck, Oasis theatre,
jo, Ariz. — Neighborhood patronage.
Conflict, with Priscilla Dean. — After
sing monev for months this picture
ime nearer showing a profit than any.
he is wonderful and the flood scenes are
ie.— H. W. McCampbell, Auditorium
eatre, Carpenteria. Calif. — Neighbor-
ed patronage.
Burnt Wings, with Frank Mayo. — This
a good society drama. Will please the
dies the best. Will please those that
<e society dramas. Too mild a nature
>r men in the West. — J. F. Spangler,
lobe theatre. Beaver, Okla. — General
itronage.
The Millionaire, with Herbert Rawlin-
>n. — Nothing to get excited about.
>'ould grade it as a fairly good program
icture. — C. C. Patterson, Opera House,
hurber, Texas. — Small town patronage.
The Freeze Out, with Harry Carey. —
ersonally, I thought this one good. But
id lots of kicks on it, several telling me
lat it was punk, but now there you are.
thought it good. What's the use? — J.
Doris May and Cullen Landis in "Gay and
Devilish." (R-C Pictures)
W. Eoatwright, Radio theatre, Ozark,
Mo. — Neighborhood patronage.
The Fighting Lover, with Frank Mayo.
— On account of this picture and a lot
more just like it I cancelled the service.
This one is the worst yet. Scenes so
dark you cannot see over half of the pic-
ture. No story. — C. H. Simpson, Prin-
cess theatre, Millen, Ga. — General patron-
age.
Go Straight, with Frank Mayo. — Good
picture. Mayo is a regular actor and
does good work. His pictures please our
crowd.— W. C. Allen, Casino theatre, Ant-
werp, N. Y. — Neighborhood patronage.
Red Courage, with Hoot Gibson.— Good
Western show. This one starts off with
a good fight in the first 100 feet of film.
Ran Century comedy with this feature
and pleased a Saturday audience. — W. T.
Biggs, Unique theatre, Anita, Iowa. —
Small town patronage.
No Woman Knows, with a special cast.
— This is splendid and compares most
favorably with Humoresque. Personally,
I liked it better.— Mrs. James Webb, Cozy
theatre, Union, Okla. — Small town pat-
ronage.
Cheated Hearts, with Frank Mayo. —
Very good program picture. — C. H. Simp-
son, Princess theatre, Millen, Ga. — Gen-
eral patronage.
Once To Every Woman, with Dorothy
Phillips. — Can't go wrong on this one.
Boost it. It deserves all you can give it.
— American Legion, Legion theatre.
Blunt. S. D. — Neighborhood patronage.
DR. JIM, with Frank Mayo.—
Boys, here's a joke on Universal.
They have been charging fancy
prices for their Jewels, and they
were mostly good, but here comes
along a picture that for acting and
story has them all beat (Bet it is
even better than FOOLISH
WIVES) yet they let it get away
at a program price. Of course, we
did not make money on it at that,
but it was not the picture's fault.
Boy, it was fine. The most won-
derful story ever screened, and I
am not kidding you either. — R.
Ross Riley, Wigwam theatre,
Oberlin, Kans.
Reputation, with Priscilla Dean. — Per-
sonally did not like it as well as Outside
the Law, but patrons praised it highly. —
N. O. Foster, Elite theatre, Otsego, Mich.
— Neighborhood patronage.
The Man Trackers, with a special cast.
— This picture has not much story, but
beautiful Northern scenery. Will get you
by without many kicks or comments. — S.
N. Andress. Royal theatre, Ponca, Neb.
— Neighborhood patronage.
Human Stuff, with Harry Carey. — This
feature pleased the majority of people,
especially Harry Carey fans. — J. F.
Spangler, Globe theatre. Beaver, Okla.
— General patronage.
Reputation, with Priscilla Dean. — As a
piece of fine acting this ranks with Dr.
Jeckyl and Mr. Hyde. Pleased about 50
per cent of my audience. Not the type
to play to please the average crowd.
Those who can appreciate good acting
will praise it. — J. H. Talbert, Legion the-
atre, Norwich, Kan. — Small town patron-
age.
Reputation, with Priscilla Dean. —
Pleased 99 per cent. They are all talking
about it. as Priscilla has many friends
here. — American Legion, Legion theatre,
Blunt, S. D. — Neighborhood patronage.
Go Straight, with Frank Mayo. — They
all liked this one. — E. Noah, Liberty the-
atre, Frankford, Mo. — Neighborhood pat-
ronage.
The Fox, with Harry Carey. — A very
good picture of its kind, and if you have
Alice Calhoun in "The Girl in His Room."
(Vitagraph)
used it and considered this a good bet,
then book Fightin' Mad, with William
Desmond, from Metro, and see if I am not
right in saying that it will please even
better. — J. J. Kudlacek, Swan theatre,
Swanton, Neb. — Neighborhood patron-
age.
The Big Adventure, with Breezy Eason.
— An excellent kid picture that pleased.
Children went wild over it and great
many of them stayed for second show. —
H. G. Stettmund. Jr., Odeon theatre,
Chandler, Okla. — General patronage.
High Heels, with Gladys Walton. —
This is good. Did not draw, though, on
rainy night. — E. Noah, Liberty theatre,
Frankford, Mo. — Neighborhood patron-
age.
West Is West, with Harry Carey. —
Very satisfactory. A mining town pic-
ture and Harry plays the part of a strike
breaker who cures the community
troubles. Well acted and good plot. —
Chas. Lee Hyde, Grand theatre, Pierre,
S. Dak. — Small town patronage.
Man To Man, with Harry Carey. —
Good picture, which enjoyed good busi-
ness.— William Noble, Rialto theatre, Ok-
lahoma City, Okla.- — General patronage.
Red Courage, with Hoot Gibson. — Oh
Boy, if you want a real Western that
makes them stand up in their, seats run
this one, for they don't get them any
better. — M. W. Wheeland, Empress the-
atre, Campbell, Neb.
Vitagraph
Steeiheart, with William Duncan. — In
April 15th issue an exhibitor roasted
Steeiheart and also said that the titles
were "awful". We can't agree with that
report at all. We think this play was a
dandy ,in fact as good as many western
specials. As to the "awful" titles I had
the entire family on the lookout but we
couldn't find anything that wouldn't have
gone over in a Sunday School. Either we
are netting morally callous after viewing
First National society pictures all win-
ter or that exhibitor has a new formula
for home-brew that we haven't tried yet.
— Philip Rand. Rex theatre, Salmon, Ida-
ho.— General patronage.
Island Wives, with Corinne Griffith. —
A well balanced bill. Audiences and
critics favorable in their comment. — Will-
iam Noble, Criterion theatre, Oklahoma
City, Okla. — General patronage.
Flower of the North, with a special
cast. — This is a fine picture, as are all the
Curwood stories. Had a good crowd on
Wednesday and Thursday for this. Usu-
ally our dull days. — Chas. Hurich, Ray
theatre, Dickenson, N. D. — Neighborhood
patronage.
The Son of Wallingford, with a special
cast. — Now this is what we call a real one.
Cast was perfect. Acting plus. Sets
great. Photography wonderful. Story
funny and modern. Put it down as an
A-l special and it is catalogued right. — R
86
EXHIBITORS HERALD
May 20, 192
Ross Riley, Wigwam theatre, Oberlin,
Kan.
It Isn't Being Done This Season, with
Corinne Griffith. — The title is all there is
to this picture. I didn't find anybody that
said jt was good. All condemned it and
should not be shown again this season.
Lay off of it. — A. E. Rogers, Temple the-
atre, Dexter, N. Y. — Neighborhood pat-
ronage.
Black Beauty, with Jean Paige. — A pic-
ture everybody wants to see, and one
that pleased. It was liked by the grown-
ups, as well as the youngsters.— Mrs.
James Webb, Cozy theatre, Union, Okla.
— Small town patronage.
The Romance Promoters, with Earle
Williams. — Our patrons did not care for
this. Not much to it. — Chas. Hurich, Ray
theatre, Dickenson, N. D. — Neighborhood
patronage.
Moral Fibre, with Corinne Griffith. — A
fair picture. One that you will get by
with. Fair comments from a small house.
— Spaulding Brothers, Gem theatre, Tay-
lorville, 111. — Neighborhood patronage.
The Sporting Duchess, with Alice
Joyce. — This is a real good picture which
drew fairly well for Wednesday night and
pleased 95 per cent. Don't be afraid to
play it. It's worth showing anywhere. —
A. E. Rogers, Temple theatre, Dexter, N.
Y. — Neighborhood patronage.
The Romance Promoters, with Earle
Williams. — A very satisfactory picture. —
Chas. Lee Hyde, Grand theatre, Pierre,
S. Dak. — Small town patronage.
The Rainbow, with Alice Calhoun. —
Hardly worth booking. The story is very
fair but the actors are a poor lot. You
never forget for one moment but that it
is a "movie." It's neither enough soci-
ety nor western to please either lovers of
those type. Mary Pickford with a good
cast would have put this over fine, but
Alice Calhoun seemed too large for the
little girl part and the hero was neither
much of a hero nor an actor. It's clean
and might go over fairly well if the
house were crowded and was largely
made up of young people. — Philip Rand,
Rex theatre, Salmon, Idaho. — General
patronage.
The Purple Cipher, with Earle Will-
iams.—Fair picture. Sort of a mystery to
it. Took very well, but didn't draw for
some reason. Just broke even on it. I
guess times are too hard here. Small
town. — A. E. Rogers, Temple theatre,
Dexter, N. Y. — Neighborhood patronage.
From the Manger to the Cross, with a
special cast. — An exceedingly fine picture
for its kind. Had many favorable com-
ments. Charged no admission at the door
and filled the house. Took collection to
pay expenses and had about $16 left after
expenses were paid. This kind of pic-
ture should be used every once in a while
and will uplift the theatre. — Horn &
Morgan, Star theatre, Hay Springs, Neb
— Small town patronage.
From the Manger to the Cross, with
'a fecial cast. — Ran this Good Thursday
and Friday to average business. — Luna
theatre. Brooklyn, N. Y.
Wid Gunning, Inc.
Alias Phil Kennedy, with William Pat-
ton. — Here is a picture that is a picture.
Not much of a title to get them in, but
as an action picture it would be hard to
beat. A treat. Comments as people de-
parted all to the right direction. One
regular patron (who leans to action pic-
tures said it was the second best he had
ever seen. Such a rating is most compli-
mentary. Gunning is a real friend of the
exhibitor, to my notion. lie is putting out
consistently Rood pictures, with exploita-
tion aids that put two of the bigRest con-
cerns to shame. Your competitor will
envy you if you book this one. — Harold
F .Wendt, Rivoli theatre, Defiance, O.
The Old Oaken Bucket, with a special
cast. — If you want to go back over your
childhood days book this picture. It is
very fine, but may cause you to smile or
drop a tear over childhood memories. —
Mrs. James Webb, Cozy theatre, Union,
Okla. — Small town patron'age.
State Rights
School Days (Warner Brothers), with
Wesley Barry. — Now on its second week
and still playing to good crowds. A real
box office attraction in any town — Sam-
uel Harding, Doric theatre, Kansas City,
Mo. — Transient patronage.
A Western Adventurer (Pioneer), with
William Fairbanks. — A fair western. Fair-
banks not in it with Duncan. Some of
the cowboys said he didn't know how to
get on or off his horse. The airplane
stunt seemed faked, though it might have
been okay. It wa^ difficult to make out
just what did happen. — Philip Rand, Rex
theatre, Salmon, Idaho. — General patron-
age.
The Midlanders (Federated), with
Bessie Love. — Bessie gained quite a num-
ber of new friends with this one. Little
pull at the box office, but will please ex-
tremely. A good program picture. — Har-
old F. Wendt, Rivoli theatre, Defiance,
O.
Western Pep (Pioneer), with William
Fairbanks. — As I wrote before in my re-
view on A Western Adventure. I can't see
why some exhibitors sent in such glow-
ing reports of these Fairbanks pictures.
This is just a very ordinary western pic-
ture. It perhaps will please your "shoot
'em up Jack" crowd, but the high class
audience will tell you different. — Geo. C.
Starkey, Opera House, Montour Falls,
N. Y— Neighborhood patronage.
Blue Blazes (Western Ex.), with Lester
Cuneo.— This is sure a good Western —
E. Noah, Liberty theatre, Frankford, Mo.
— Neighborhood patronage.
Kazan (Davis), with Jane Novak.—
Another good picture. — Giacoma Bros.,
Crystal theatre, Tombstone, Ariz. — Gen-
eral patronage.
Burn 'Em Up Barnes (Affil. Dist), with
Tohnny Hines. — If you want to please
your patrons, get this one if possible and
hear them laugh. The subtitles by Ralph
Spence are a positive knockout. I don t
see how any other company has anything
on the independents.— Wm. H. Creal,
Suburban theatre, Omaha, Neb.— Neigh-
borhood patronage.
The Golden Trail (Arrow), with Jane
Novak.— Miss Novak put this over. She
always seems to please out here. The
play was about Class B and worth play-
ing if vou can get it at a price that won t
compel you to raise admissions. I paid
too much. There are a great many better
Northerns, of course. However, my pa-
trons said thev enjoyed it.— Philip Rand,
Ml* 1
PRODUCTIONS, INC.,
Rex theatre, Salmon, Idaho. — Gener;
patronage.
The Soul of Rafael (Equity), with Clat
Kimball Y oung. — Don't let anyone se
you this one. Clara is a thing of th
past with our patrons and few cared t
see her. Those few cared little for th
excuse of a picture. — Harold F. Wend
Rivoli theatre, Defiance, O.
The County Fair (Tourneur), with
special cast. — We got this one as a sul
stitute on a missout, and it is not at a
bad. The younger class of our patroi
ate it up, despite their disappointment-
Wm. H. Creal, Suburban theatre, Omah
Neb. — Neighborhood patronage.
The Ranger and the Law (Wester
Ex.), with Lester Cuneo. — A fairly goo
Western. Cuneo is a favorite with n.
patrons. He gives them plenty of actic
This picture will please. — Harold 1
Wendt, Rivoli theatre, Defiance, O.
Peggy (Triangle), with Billie Burk
— Old, but worth going back and diggin
up. It will please and if advertised ;
old I do not think it hurts the new pi'
tures. — Chas. Lee Hyde, Grand theatr
Pierre, S. Dak. — Small town patronag
Bonnie May (Federated), with Bess
Love. — A poor title and a star with litt
back of her. That's a poor start fc
profit. The picture is fair enough if yc
can get them in, but don't depend on tr
picture doing this, for it won't. — Harol
F. Wendt, Rivoli theatre, Defiance, 0.
Mickey (Western Import), with Mab
Normand. — Drew good crowds for
week on the strength of its past reput;
tion here. — Samuel Harding, Liberty the;
tre, Kansas City, Mo. — Transient patroi
age.
Lone Hand Wilson (Western Ex.
with Lestern Cuneo. — Not as good ;
some of Cuneo's previous pictures. Tl
let-down didn't help business any.-
Harold F. Wendt, Rivoli theatre, Dt
fiance, O.
Serials
With Stanley in Africa (Universal
with George Walsh. — First episode full i
action and got a good start. Think th;
it will go over well. — Martin W. Operl
Armory theatre, Ste. Genevieve, Mo.-
Neighborhood patronage.
With Stanley in Africa (Universal
with George Walsh. — Who said that th
serial was not classy? I must differ, ai
Universal is not handing me anything f<
saying so. The star, of course, is gre
in this as in everything he ever a
tempted. The support is all that oi
could hope for. The story is gripping ai
at the same time instructs beside ente
taining. I am glad I started it and n
house is filled.— Mrs. W. H. Helfe
Itasca, theatre, Alice, Tex. — Small tow
patronage.
The Adventures of Tarzan (Seri
Sales), with Elmo Lincoln. — On the 12
episode. Business falling off. Pcop
getting rather tired, I think, although v
had a full house for the 12th. Think tin
came to see Will Rogers in Water, Wat<
Everywhere. — A. C. Betts, Powers th
atre, Red Creek, N. Y. — Ncighborhoc
patronage.
White Eagle (Pathc), with Ruth R<
and. — On the 12th episode and holclii
up good, in fact increasing. A gcu
serial. Lots of action. — J. F. McKinlc
Lyric theatre, Leigh, Neb.— Ncighbo
hood patronage.
The Adventures of Tarzan (Scri
Sales), with Elmo Lincoln. — On the 1
episode and holding up fine. I am Ui
able to see much to it. but the childn
seem to like it.— W. E. Elkin, Temp
May 20, 1922
EXHIBITORS HERALD
87
theatre, Aberdeen, Miss. — Neighborhood
patronage.
The Adventures of Robinson Crusoe
(Universal), with Harry Myers. — Serial
leaves the book after second episode.
Have played five episodes. Good exciting
serial that gives us the best night of
the week. — H. G. Stettmund, Jr., Odeon
theatre, Chandler, Okla. — General patron-
age.
Winners of the West (.Universal),
vvith Art Accord. — Holding up good but
don't know why. After the sixth or
.eventh episode there is nothing to it
jut "Where is the map?" However,
t gets us business. On fifteenth episode.
—Johnson Bros., Johnsonian theatre,
rtipley, N. Y. — Small town patronage.
The Adventures of Tarzan, (Serial
Sales), with Elmo Lincoln. — On episode
i and going big. It has doubled my
Tuesday business. Has increased busi-
less each episode. — Joseph Stockdale,
£mpire theatre, Kansas City, Mo. —
Neighborhood patronage.
Hurricane Hutch (Pathe), with Charles
Hutchison. — Fair serial, but too much
>ver and over. Lost money on it. —
,V. E. Stepp, Regent theatre, Pleasan-
on, Kan. — General patronage.
Hurricane Hutch (Pathe), with Charles
iutchison. — The cleanest serial I ever
an, and business holds up to opening
ttendance. Other serials have made
:ie more money, but financial conditions
>ere better at the time. You won't go
.•ron'- in booking this one. — J. F. Rees,
legal theatre, Wellsville, Mo. — Xeigh-
orhood patronage.
Short Subjects
The Paleface (F. N.), with Buster
Ceaton. — Personally, 1 thought this a
reat ■ comedy, but it got very few
mghs. — Harold F. Wendt, Rivoli the-
tre, Defiance, O.
Get-Rich-Quick Peggy. (Universal),
.•ith Baby Peggy. — Boys, here is one
lat pleased them all, 1 believe. Lots
t laughs. Something to wake them up.
-J. W. Boatwright, Radio theatre,
)zark, Mo. — Neighborhood patronage.
Somewhere in Turkey (Pathe), with
iarold Lloyd. — Our patrons got more
lughs out of this one than some others.
>ood slapstick. — V. G. Bollman, Cas-
Uia, Iowa. — Small town patronage.
Be careful (Federated), with Monty
•anks. — A knockout. Monty will hold
m on the edge ot their chairs with this
ne. Crammed with stunts that make it
howling success. — Harold F. Wendt,
ivoli theatre, Defiance, O.
The Happy Pest (Fox), with Al St.
ohn. — Al St. John comedies are Okay. —
Men Reynolds, Pearl theatre, Hymera,
id. — Small town patronage.
A Ride on a Runaway Train (Educa-
onal), with a special cast. — They
owled, hollered and laughed. Best short
ibject to date. If you book it boost it
> the limit. — Crosby Bros., Lily theatre.
uffalo, N. Y. — Neighborhood patron-
3e.
Put and Take (C. B. C), with the Hall-
jom boys. — One of the best comedies ot
ie year. Most novel and timely. It is
aund to go over to a thousand laughs.
-Harold F. Wendt, Rivoli theatre, De-
ince, O.
Torchy's Knighthood (Educational),
ith Johnny H i n e s— This and all
orchys have pleased to date. Bang, a
ermaid comedy also went over good
i a Saturday crowd— J. F. Rees, Regal
eatre, Wellsville, Mo.— Neighborhood
itronage.
Small Town Stuff (Fox), with Al St.
>nn. — Let your feature take care of
self and boost this comedy. They
simply can't make them any funnier. —
Minnie Eakins, Royal theatre, Nowata,
Okla. — Neighborhood patronage.
The Message of the Flowers (Prizma).
— A most tiresome thing that your peo-
ple will fidget through and welcome the
end. — Harold F. Wendt, Rivoli theatre,
Defiance, O.
When the Whale Was Jonahed (Tony
Sarg). — Say, Brother, here is something
that has the regular cartoon comedy beat
around the world. Even the city pes-
simist shed tears of joy over the antics
of the whale. — R. Ross Riley, Wigwam
theatre, Oberlin, Kan.
Bright Eyes (F. N.), a Mack Sennett
comedy. — A fine comedy. Ben shows
'em a lot of fun as a gold shark, and sure
vamps the ladies. Feature this one when
you run it. — Harold M. Schoonover,
Mazda theatre, Aurora, Neb. — Small
town patronage.
A Burlesque on Carmen (Essanay).
with Charlie Chaplin. — On re-issue this
did a great business as an added attrac-
tion. In fact, it will get as much busi-
ness as Chaplin's later pictures, if prop-
erly presented. A great cast of funsters
who can get thousands of laughs. It is
well worth bringing back. — Harold F.
Wendt, Rivoli theatre, Defiance, O.
"Felix the Cat" Cartoons (Paramount).
— These are very good one reel subjects.
We run "Felix the Cat," Tony Sarg's
Almanac, "Out of the Inkwell" and
"Funny Fall." Run one each Wednes-
day. They are great. — W. G. Sturdi-
vant, Hoyburn theatre, Evanston, 111.—
Neighborhood patronage.
Ford Weekly.— Sometime ago we saw
a report saying it was about the first one
of this subject, so we wish to say that
we ran this weekly for two years and
found it well worth while as it is strictly
educational and different. — L. C. Farqu-
har, Opera House, Guide Rock, Neb. —
Family patronage.
Mutt and Jeff (Fox).— Well liked —
R. D. Howard, Moon theatre, Mainville.
Wyo. — General patronage.
Pathe News.— One of the best if not
the best news reel to be had. We
wouldn't want to be without this short
reel. — L. C. Farquhar, Opera House,
Guide Rock, Neb. — Family patronage.
Pathe News No. 24.— There is hardly
a thing in this worth while showing.
Hardly suitable as a filler. — Harold F.
Wendt, Rivoli theatre. Defiance, O.
Pathe News No. 26. — Another issue
with little to interest. A poor filler. —
Harold F. Wendt, Rivoli theatre. De-
fiance, O.
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USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Pictures
Are Doing for Other Exhibitors
Fill in this blank now and send
to Exhibitors Herald, 417 S. Dear-
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Remarks
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Name of Theatre
Transient or Neighborhood Pat-
ronage
City aa.aaaa.aaaa * • mxsjTf* aa!
State
88
EXHIBITORS HERALD
May 20, 1922
SUGGESTION FOR THEATRE ON LOT 27 BY 80 FEET
THEATRE EQUIPMENT
SUGGESTED PLAN
FOR A SMALL THEATRE
At the request of Babcock & Phillips, exhibitors at Galien, Michigan, the
Herald presents through its Theatre Equipment Department, a layout for
a motion picture theatre on a site measuring 2j feet wide by 80 feet deep
on which Babcock & Phillips propose to build. Complete description of
the property and expert recommendation and advice is contained in the
sketch on the preceding page and the analysis in the article following.
While it is not aimed to render full architectural service for 'various rea-
sons, it is believed that a service of this type, which shows the possibili-
ties and limitations of a location for a modern theatre, is one that should
prove exceedingly valuable. Every exhibitor should be able to glean valu-
able information from the plan and the discussion of the various features
of its adaptability to the particular site.
The theatre which Babcock & Phillips desire to build would have a
ating capacity of about 300. As stated previously their lot measures 27
et wide by 80 feet deep. It is an inside location. They desire a stage
ifficiently large to accommodate amateur theatricals, as well as an effec-
ve method of heating and ventilation. The important features in con-
jc'tion with the proposed theatre have been sent to Babcock & Phillips,
•gether with a blueprint of the plan. Some of the comment is published
;rewith to give other exhibitors an intimate knowledge of many of the
actical phases suggested.
Expert study of the property shows
at the narrowness of the lot and its
lall depth make it impossible to ac-
•mmodate .'lOO seats in the auditorium
contemplated. Arrangements have
en made, however, as shown in the
ans, for extending the seating capacity
> over the lobby by elevating the rear
ws by use of step-up platforms. The
ats contained in this raised portion of
e platform will offer very good sight
les and will enable the use of every
uare inch of the property for auditor-
m purposes.
The box office is located on the street
ies and features a lobby entrance with
pplay frames and two sets of doors
nich open out, allowing use of one
•or for the main entrance and the other
.•or for exit only.
Has Small Store Space
The space made available at the rear
'>rtion of the auditorium could be con-
niently utilized for a small candy or
■p-corn shop on one side and the op-
fsite side could be conveniently utilized
r toilet accommodations for ladies and
ildren.
We doubt whether it would be advis-
'le to go to the expense of providing a
sn's toilet which could only be accom-
shed by an expensive excavation under
e front portion of the building.
The seating arrangement suggested
d indicated on the main floor contem-
ates the use of some cast iron veneered
back opera chairs, set in a radius to give
the house a comfortable and cozy ap-
pearance. These chairs would be about
20 inches wide on an average. The cen-
ter aisle is graduating and sloping in
conformity with the double pitched floor
as indicated on the longitudinal section
of the plans.
Can Use Adjoining Wall
Emergency exits are provided for by
utilizing the unoccupied portion of the
rear lot on the left hand side, and using
the private alley-way which adjoins the
property on the right hand side. We
suggest, in keeping with the desire ex-
pressed, a small stage with two small
dressing rooms.
With reference to the wall of the
building adjoining, which permis-
sion has been granted to use. It is
permissible to make use of the
party wall by arranging proper
supports for the rcof girders. The
plastering and decorative effects
can be applied to the present wall.
The feasibility of this plan, how-
ever, should be checked up by the
architect who should have full in-
formation as to the thickness of
this wall and the footings there-
under.
The basement plan shows the location
of a modern forced air heating and ven-
tilating plant which can be installed at a
very small expense. The air is taken in
from a point well up above stage floor
level through the intake and is blown by
the use of an electrical fan through a
steel heater delivering the air thus heated
through an air duct and mushroom open-
ings in the floor of the center portion of
the auditorium.
Gives Cooling Effect
Conveniently and properly placed ex-
haust heads on the stage and in the audi-
torium ceiling will provide a ventilating
system that can also be used during the
summer time when the fan can be oper-
ated to give a certain amount of cooling
effect and assure a proper change of air.
In this manner the room will always be
kept sweet and void of any odors and
foul air.
The excavating provided for this heat-
ing basement also provides a room for
the janitor and coal storage. Access to
the basement is gained from the outside.
The floor construction indicated
up over the air duct and over the
unexcavated portion of the build-
ing up to the line where the bal-
cony step-up starts should be exe-
cuted in reinforced concrete, which
can be done at a comparatively
small cost. This will provide a
permanent floor with ample fire
protection.
The operators booth has been designed
to accommodate two projection machines
and is of sufficient size to accommodate
the projection apparatus as well as a
rectifier.
Serves Two-fold Purpose
As an extra precaution, as indicated
on the sketch, the combination wood and
iron balcony can be built, which will an-
swer as a fire escape for the elevated
portion of the auditorium. In that way
pockets are avoided and in case of emer-
gency, the patrons will find exits at the
end of each aisle and aisle-way no mat-
ter what part of the building they are in.
This balcony also gives an im-
pressive appearance to the build-
ing proper as the architectural ef-
fect on the plan conveys.
The longitudinal section shows the
relation between the stage, the pitched
floor and the step-up and indicates rough-
ly an inexpensive method of beautifying
the walls, which are plastered plain, b'y
the use of neat lattice work.
In the front elevation a pressed brick
front is suggested, galvanized iron cor-
nice, galvanized iron coping and vases.
The display frames also could be done in
galvanized iron. The cross section shows
the proscenium opening.
90
EXHIBITORS HERALD
May 20, 1922
PLANNING
YOUR
THEATRE
With this issue the Herald inaugu-
rates a new and valuable service to
exhibitors through its department of
Theatre Equipment. Realizing that
there are many showmen contemplat-
ing the building of theatres the
Herald has arranged to provide sug-
gestive layouts similar in character to
the one presented for the proposed
Babcock and Phillips house.
That there has been a need for a
service of this kind has been appar-
ent for some time. In the building of
a home it is a simple matter to obtain
a wide range of suggestions from any
one of a number of stock plans avail-
able. This is possible because a plan
for a home can be used on any one of
a thousand sites. The investment is
small as compared to a theatre.
With theatres, however, each build-
ing represents an individual problem
that can be worked out best through
consideration of facts that directly af-
fect that particular structure. Theatre
property necessarily varies in size and
it is only through expert knowledge
that the most efficient arrangement
for a theatre on a certain site can be
made.
Exhibitors who propose to build
may submit a sketch of their property
for a similar expert survey of w^hat
its possibilities and limitations em-
brace. Requests of this kind must be
accompanied, in legible writing, by
such facts as size of lot, whether or
not stores and offices are desired, com-
petition, as well as a rough sketch of
the property showing just how it is
bounded on all sides. Details as to
particular features desired in the house
should also be included.
This service is not confined to small
theatres but includes playhouses of all
sizes and seating capacity. Requests,
in cases where it is known that archi-
tectural service is already being ren-
dered or has been arranged for will
not be honored because of the dupli-
cation of effort involved.
WILL MANUFACTURE
PROJECTION DEVICE
The Fyrc-Gard Manufacturing Com-
pany, Aurora, Illinois, lias been organ-
ized to make and sell a device to mini-
mize the clanger of motion picture films
catching fire while being put through
the machine. The device is the inven-
tion of Charles Carlson, projectionist at
the Fox theatre, where it has been in
use.
Jules Ruben is president of the com-
pany and Mr. Carlson secretary and
treasurer.
1#'
INTERIOR VIEW OF the projection room of the new World theatre at Omal
Nebraska, which is said to be equipped to the last degree for everything that spe
projection efficiency. The room is 12 by 26 in size. Motiograph De Luxe machir
are used. O. E. Wickland and M. Paden are the projectionists.
MANY ADVANCES DUE
IN EQUIPMENT LINES
S. M. P. E. IS TOLD
BOSTON, MASS.. May 9— The mo-
tion picture of the future will rival grand
opera, said S. L. Rothafel, director of the
Capitol theatre, New York, in an ad-
dress on the "Motion Picture Theatre of
the Future," at the convention of the So-
ciety of Motion Picture Engineers here.
"The motion picture theatre of the
future will be comparable to the greatest
opera houses of the world," Mr. Rothafel
said. "The future of the motion picture
holds out great promise of rivalling or
running in parallel form to grand opera.
Towards this end an equipment far in
excess of that which is now used will be
necessary. There will be great improve-
ment in projection and lighting. There
will be a great change in the control of
these devices so that an operator will
work and control the different instru-
ments from one controlling station. The
physical contour of the theatre will also
undergo a change to accommodate the
development in the acoustic equipment."
dent of the corporation, P. H. Carr,
treasurer, and Mortimer T. Twomey,
vice-president. Charles B. Craig will
manage the new house.
The Strand has a seating capacity of
2,000. Eight hundred of the seats are
in the balcony. The new house is com-
plete and modern in every respect. Ad-
joining the theatre is a parking space
capable of caring for 50 automobiles. A I
$20,000 organ furnishes the music.
OPEN NEW SCHOOL
The New York Institute of Photog-
raphy has opened a third branch school
at 030 Wabash avenue, Chicago.
CLASSIFIED
Five Cents per Word Payable
in Advance. Minimum Charge,
$1.00
MALDEN, MASS., OPENS
NEW $250,000 HOUSE
Financed and projected virtually en-
tirely by local men the new Strand the-
atre. Maiden, Mass., representing an in-
vestment of $250,000 has been completed
and opened. Edward D. Aston is presi-
THEATRE WANTED
WANTED — Will buy or will trade good farm for
theatre in western state. Give full particu-
lars in your answer. Address William D.
Ross, Flora, Illinois.
TENT FOR SALE
FOR SALE — Black tent 24x00 feet. 10 foot
side walls. 12 ounce duck, poles, stakes and
tackle. Up but twice. Snap for somebody.
Priced to sell quickly, $250.00. C. Hales.
Orange City, Iowa.
X The Only Way
My process of conservation
ol new film* »nd effect!"
renovating IMUtll th«
ahibitor a film in p«7*'
ctnJllton to hie patroner*
Increased earning! to
exhibitor and producer.
A. TE1TEL
804 S..W.b..hAT...CHICAC<
lay 20, 1922 EXHIBITORS HERALD 91
DEVISES TRICK RECONSTRUCTED THEATRE ON
LENS FOR FILM PAR WITH MODERN PLAYHOUSE
nvention of California Man
Is Said to Have Big
Possibilities
An invention, which is said to embrace
ew and untold possibilities in motion
dure photography, has been devised
f Leon F. Douglass, a resident of Men-
Park, Cal. Mr. Douglass is a former
ce-president and general manager of
ie Victor Talking Machine Company
id is at present chairman of the board
: directors of that company. He has
•eviously been associated with Thomas
, Edison.
Saves Time and Labor
The perfection devised by Mr. Doug-
ss, it is said, will not only make pos-
ble many new things in the way of novel
ms along trick photography lines but
ill prove the means of duplicating those
ready in use at a great saving of time
id labor.
The new effects are produced by means
prismatic lenses. For instance, a pic-
re can be taken of two men at a table,
ifty feet away a woman sits in a chair in
ie with rays from the prism. In the
m she appears a miniature vision —
ilid and complete — unlike the "shade"
rm common in double exposure work,
n image of a player can be multiplied
jz or ten times through the new discov-
y. An idea of its illusion possibilities
e seen in an instance cited on a film
here a woman is about to be crushed
.* the wheels of an oncoming automobile
hen in reality she was twenty-five feet
tvay. •
The question of the feasibility' of re-
modeling is an interesting one to every
exhibitor, especially those who are con-
sidering such a move in the near future.
When the old house becomes inadequate
for various reasons it is either a matter
of building a new one or making the
present structure fit the new demands.
Many things must be considered in
this connection. The matter of remod-
eling is a something in which the fac-
tors of the individual case are the decid-
ing ones. Where it would be policy for
one exhibitor to remodel his theatre it
would probably not be the most efficient
thing for another showman to do under
his circumstances.
Alhambra an Example
That playhouses can be remodeled un-
til they embrace all the beauty and com-
fort of a strictly new theatre has been
proven. Large as well as small theatres
are being rebuilt.
The Alhambra theatre, a First National
sub-franchise holder, at Canton, Ohio, is
a good example of a theatre that has
been made virtually new through the
process of remodeling. This was accom-
plished at a cost of about $18,000. State
inspectors who have inspected the house
following completion of the work have
pronounced it one of the safest and most
sanitary theatres in that section of the
state, according to John Kessler. general
manager of Kessler Theatres Company,
which controls the house.
Many changes have been made in the
Alhambra. Additional seats have been
added bringing the seating capacity up
to 950. A double way lobby has been
worked out. The ceiling of the struc-
ture has been raised three and one-half
feet. Large steel girders have been
put into place to provide the utmost in
the way of safety.
Interior Is Decorated
Special attention has been paid to
ventilation and lighting. Twenty-one
ventilators have been installed and a new
lighting system inaugurated. These two
phases of the rejuvenation program were
worked out by Mr. Kessler. The inter-
ior has been completely redecorated.
The result in this case has been a prac-
tically new theatre at a cost of $18,000,
and the Alhambra is now declared as
comfortable a playhouse as ^ould be de-
sired. While many things in the way of
beautification can be accomplished in
remodeling, the fact that it can be made
as comfortable as a new house is the
overwhelming consideration. For, after
all. the features and equipment that
make for the comfort of the patrons are
the more important ones.
New Metro-Young Film
Is Nearing Completion
"The Hands of Xara." first of the
series of photoplays starring Clara Kim-
ball Young to be distributed chiefly by
Metro Picture Corporation, is nearing
completion. With the exception of the
territories of northern New York and
New Jersey, Metro is the booking me-
dium for all of Miss Young's new series
of pictures.
Camera work upon "The Hands of
Xara" is finished, and there remains only
the processes of cutting and titling.
These last steps will be undertaken by
Harry Garson, director of the photoplay.
WEST COAST THEATRES
PLAN MANY ADDITIONS
TO STRING OF HOUSES
The present building program and
gradual expansion of the West Coast
Theatres, Inc., has been progressing with
rapidity during the past month. Several
links have been already ^dded with the
opening of the New Circle theatre at
60th and Moneta avenue, the new Tivoli
theatre at 43rd and Central, and the new
Hippodrome theatre, a combined photo-
play and vaudeville house at Bakersfield,
California.
Many prospective building sites are in
view with continued building and expan-
sion expected. Those in construction at
the present time are the new house for
San Pedro, and also a beautiful theatre
under way in San Diego.
REGENT THEATRE SOLD
Aaron A. Acorn has sold the Regent
motion picture theatre at Xorwalk, Conn.,
for Samuel Kantor to the Regent Thea-
tre Company for a consideration said to
be $250,000. The house seats 1,200.
Films and vaudeville will be the program.
Lichtman in New Offices
Al Lichtman, former official for Para-
mount and Associated Producers, has
moved his headquarters to 576 Fifth
avenue, New York.
Recent Installations
Lincoln Theatre
Washington, D. C.
Liberty Theatre
Youngstown, Ohio
Dixon Theatre
Dixon, Illinois
Senate Theatre
Chicago, 111.
New Grand
Central Theatre
St. Louis, Mo.
Minusa Cine Screen Co.
St. Louis, U. S. A.
World's Largest Producers^/
J^otion PictureScreens.
The Right Organ
Music at The
Right Price
Employing an organist from
the ranks of "drifters" is a
hazardous business. You can
now be absolutely sure of get-
ting reliable organists for your
theatres and know their box
office worth in advance. This
institution is more than a
booking agency as it classifies
each organist's talents, train-
ing and ability before sending
him out on the job.
CHICAGO MUSICAL
SERVICE BUREAU
20 East Jackson Boulevard
CHICAGO
'•Let your audience hear
what it sees"
92
EXHIBITORS HERALD
May 20, 1922
Th eatres
Providing Comfort for Fans Is
an Asset. Exhibitors Know
This. Palaces Are Going Up.
Only the Latest Equip-
ment Is Being Installed
New Projects
Brockton, Mass. — John M. Whitney
has completed plans for a new motion
picture theatre at Davis and South ave-
nues to have a seating capacity of 600.
Rockford, 111. — Work will probably be
started soon on the new theatre at Main
and Auburn streets for the Alahambra
Theatre Corporation. Chester E. Wolf-
ley is the architect.
*
Los Angeles — Plans are being pre-
pared for a $100,000 motion picture
theatre to seat 900 for Henry C. Jensen
to be erected at Melrose avenue and
Heliotrope drive.
Lincoln, 111. — Excavating work has
been started for the new $125,000 the-
atre to be built by Steve Bennis.
*
Chicago, 111. — C. A. Johnson will build
a $200,000 theatre at Belmont and Ham-
lin avenues from plans prepared by Ar-
chitects Levy and Klein.
*
Independence, Mo. — The New Lewis
theatre wil be remodeled and the seating
capacity increased from 800 to 1,300.
*
Chicago, 111. — $150,000 will be spent in
remodeling the Garrick theatre. J. E.
O. Pridmore is the architect.
*
Marion, O. — William T. Jones has
awarded the contract to Marion Con-
struction Company for the store and
theatre building here.
on 63rd street between Blackstone and
Harper avenues by J. M. Browarsky &
Company at an estimated cost of $2,500,-
000.
*
Madison, Wis. — Fischer Theatres plan
to build a $300,000 theatre here to have
a seating capacity of 1,800, it is an-
nounced.
*
Dinuba, Cal. — Contract has been let
to M. Fisher of San Francisco for the
new Strand theatre which will be built
here at a cost of $150,000, by J. F. Wil-
liams.
Chicago, 111.— A $600,000 theatre and
business block is proposed for Irving
Park boulevard near Drake and Central
Park avenues by Architect S. Milton
Eichberg who has purchased the prop-
erty.
*
Utica, N. Y.— W. H. Linton, lessee of
the Hippodrome theatre, has purchased
the site of the property and will erect
on it a new theatre, to be built by him-
self or by outside capital.
Whitman, Mass. — John M. Whitney
will build a new motion picture theatre
on Davis street, to have a seating ca-
pacity of 600.
*
New York, N. Y. — Lawrence Bolog-
nino has purchased from Brown Place
Theatre Corp. property on 138th street
for a new 2,800 seat motion picture
theatre to cost $500,000.
Ownership Changes
Muscatine, la. — C. J. Jamieson has ac-
quired possession of the Gayety theatre.
*
Pawnee City, Nebr. — The leading mo-
tion picture theatre here has been pur-
chased by Edward Taylor of Tarkio,
Mo., from Olin Shannon and Earl *Nes-
bit.
*
Boulder, Mont. — Mrs. H. E. Thomp-
son, who has been conducting the Tem-
ple theatre for the past two years, has
sold the business to H. K. Hundley and
Ed. Ivey.
in this city, has been purchased by Her-
bert Bleuchel of Norfolk, Neb. "
*
Rock Rapi,ds, la.— Ray Niles has sold
his motion picture theatre here to Henry
Folkens of George, la.
*
Knoxville, la.— Harry V. Nelson of
Cedar Rapids has purchased the motion
picture theatre interests of Messrs. West
and Davis.
*
Vining, Ore. — O. Bergner has sold his
Vining theatre to H. B. Hurst and Fred
dishing of Portland.
Openings
Houston, Tex. — The Rialto, Houston's
newest motion picture house has beer
opened. The theatre seats 500 and is
managed by L. N. Weiner.
•
Jersey City, N. J.— Frank G. Hall,
president of State Theatres Corporation
has opened the new State theatre.
*
West St. Paul, Minn.— The New Mo-
hawk theatre, owned and operated by
W. J. and O. Christians, the latter presi-
dent of the Cherokee Heights State Bank,
has been officially opened. (
Chicago, 111. — A theatre will be built Cedar Rapids, Neb. — The Isis theatre
"Wandering Boy" Timely
"Mother's Day" Film
Equity Pictures States,
As a "Mother's Day" attraction "Where |
is My Wandering Boy Tonight?" the
Equity-B. F. Zeidman production being
distributed by state right exchanges, it
is pointed out, is a film the story of which
ties up closely with the occasion of
"Mother's Day."
The picture tells the story of a young
man living in a small country town with
his mother, who is lured to the big city
by a passing show girl. Many adven- ,
tures befall him but at last, broken in
health and accused of crime he returns,
to his mother and childhood sweetheart.
The story is said to have a well inter-
woven humorous vein as well as a strong
sympathetic appeal. It is enacted by a
cast including Patsy Ruth Miller, Cullen
Landis and others.
■ Heating
Ventilating
V
Let the theatre
I ventilation
I specialists
tell vou how —
71 North 6th Street
Brooklyn, N. Y.
An outstanding reason for the pre-eminent
popularity of the HERALD with the cre-
ators of motion pictures — directors, play-
ers and writers — is the department,
"What the Picture Did for Me," which
affords the one indisputable record of box
office performance.
BURTON HOLMES LABORATORY
7510 North
CHICAGO Ashland Ave.
PRINTING
1819 Broadway urill VftDI/
Room 308 HL WW TUI\R
QUALITY FIRST
DEVELOPING TINTING TONING
.lay 20, 1922
EXHIBITORS HERALD
93
"Where-Can-I-Buy-It" Section
A one-inch advertisement costs $3.75 per insertion for a minimum of four insertions. At option of advertiser copy may
be changed after every fourth insertion. Check, money-order or cash must accompany order.
FULCO-SCHAFFER SALES CO.
24 E. 8th St. 3301 Olive St.
Chicago St. Louis
Distributors Powers Projectors
Equipment Supplies and Accessories
TAILORED CHAIR COVERS
Lend Beauty and Personality to your Theatre
Perspiration and Dust Proof —
Can be cleaned without removing
Largest assortment in U. S. — Nominal cost — Send for samples
14 E. Jackson
Boulevard
DUBLTEX
Paul Bush. Mgr.
Chicago.
Illinois
The Sensation of the Season
L. CASE RUSSELL'S
TEN NIGHTS IN A BARROOM"
with JOHN LOWELL
Distributed in Indiana and Northern Illinois by
PROGRESS PICTURES CO.
308 So. Wabash CHICAGO, ILL.
EXHIBITORS
mr^sm . exchange
tsmrgi pa
Special
Children's Matinee Subjects J§t
make it a day of profit
SEND FOR LIST
The Lea-Bel Co.
804-806 S. Wabash Ave., Chicago
LABORATORIES
1717-1729 N.WELLS ST.
CHICAGO
pXPERTSand spe-
cial lists in De-
veloping — Printing
— Tinting — Toning
— Title work and
Animation at the
trades lowest prices.
Write or uire now
for quotations
G. E. MAZDA
EQUIPMENT
Authorized Distributors
Full Particulars Furnished
Complete Theatre Equipment
MONARCH THEATRE SUPPLY CO.
724 So. Wabash Ave. 228 Union Ave.
CHICAGO, ILL. MEMPHIS, TENN.
MfilUHS
INCORPORATED
STUDIOS
m Most Modernly Equipped
I Stages in Middle West—
I Hundreds of Sets — Su-
perlative Lighting Facili-
| ties — Laboratories in
I Conjunction. Wrilt or
I uire jot Special Rata,
Tnnounan^
The New Headquarters of
SAM GOLD ADVERTISING CO.
Second Floor— 736 S. Wabash
Tel. Wabash 8804 — Chicago
Furnishing a productive and superlative advertising and
pabficitv service lo the moving picture trade.
PHOTOGRAVURE
FOR ADVERTISING
Beautiful — Dignified — Compelling
WESTERN PHOTOGRAVURE CO.
1821 Bertau Ave., CHICAGO L. V. 0825
WHAT DOES
the HERALD
SAY?
"Hot Sparks"
from reliable concerns able to supply your theatre
requirements.
If what you require is not listed, please write us
and we shall have the proper party get in touch
with you immediately.
This is the opening insertion of a live Market Di-
rectory for the industry. It is in answer to a con-
tinuous f!ow of requests for the names of concerns
who supply theatres with various independent
films and accessories.
CHICAGO TRADE EVENTS
Theatrical Hospital
Benefit on May 2 1
Few Screen People Know of
Existence of This
Institution
By RALPH KETTERING
It is strange how few people in the
screen world know of the existence of
the American Theatrical Hospital, an in-
stitution unlike any other in the world.
Located in Chicago, it is in a central
spot, accessible from all parts of the
North American continent.
Refused City Aid
When overtaken by illness and in need
of surgical or hospital attention, the
actor discovers that the city, country or
state institutions refuse him admittance
because he is not a citizen of that par-
ticular locality. Thus, he is apt to per-
ish in a cheap rooming house or hotel
amongst strangers who have probably
forgotten that it is the actor who is the
first to come forward with a donation of
his services for benefit performances that
follow any great catastrophe.
The film stars who have passed
through Chicago, making personal ap-
pearances, during the past year, have
been astonished. They have also been
generous. Praise is all right but the
only means of support for the hospital
is raised with a benefit performance each
year and through personal donations.
Held at Colonial
This year's performance will be given
on Sunday afternoon, May 21, at the
Colonial theatre, and every big theatrical
and screen star in the Middle West will
journey to Chicago to be present. It is
one of the greatest charity projects ever
instituted and deserves the whole-hearted
and financial support of the entire amuse-
ment world.
Perhaps that little bit of money that
you can spare will save some brother
Thespian's life. Aaron J. Jones, 336 S.
State St., Chicago, is treasurer.
* ANNOUNCEMENT
TRAILER/"
/ -ARE MODE WITH OS MUCH |
CARE OS THE BIGGEST
PRODUCTIONS OND AS
BEAUTIFUL .
-THEY ARE MORE ELAB-
ORATE AND ARTISTIC
THAN ANY OTHER FORM
OF ANNOUNCEMENT
- AND BY F/\R
THE CHEAPEST.
TINTING IS
FREE
8
Pff?
FT
GOES TO ST. LOUIS. W. C. Brim-
mer, formerly in charge of the local
Vitagraph office, has been assigned
manager of the St. Louis branch of
American Releasing Corporation.
Good luck, W. C, but don't forget the
boys along the Row.
Large Illinois Delegation
Of Exhibitors Attending
Conclave at Washington
Illinois has sent an imposing delega-
tion to the national convention of the
Motion Picture Theatre Owners of
America at Washington, D. C. While
the two leading factions in exhibitor cir-
cles have been fighting it out, Illinois ex-
hibitors have groomed their own dark
horse. His identity remained a secret,
however, as the delegation boarded a
Baltimore & Ohio train last Sunday.
Attending the conclave from Illinois
are: Sam Abramsons, vice president of
the state league; J. B. Dibelka, John
Silha, Louis Frank, Sam Rabinovitz, Wil-
liam J. Sweeney, C. P. Lantenschlager,
Julius Lamm, Joe Hopp, W. D. Burford,
Kenneth Fitzpatrick, J. J. and M. Ru-
bens' and W. W. Watts.
Minnesota and Wisconsin delegations
traveled on the same train out of Chicago
with the Illinois theatre men.
B.
& K. Houses Book New
Prizma From Celebrated
Three of the Balaban & Katz theatres
— Chicago, Riviera and Tivoli — have
booked the latest two reel Prizma sub-
ject, "Heidi of the Alps," from Cele-
brated Players Film Corporation. The
picture will be presented at the Chicago
the week of June 12, and at the other
two houses the week of June 20. "Heidi
of the Alps" is a children's story.
1,800 at Commerce
Dinner Hear Rogers
Quips by Screen and Stage
Star Keep Assemblage
in Laughter
Cheaper hootch will solve the prob-
lem of better business.
That from Will Rogers, popular screen
and stage star who spoke before the Chi-
cago Association of Commerce at its
weekly luncheon at the La Salle hotel
last Wednesday.
Holds Crowd an Hour
The star's quips on current news pro-
voked laughter for more than an hour
from the eighteen hundred men and
women present.
So great was the crowd that an addi-
tional room had to be commandeered to
handle the screen and stage fans among
retailers, wholesalers, manufacturers,
jobbers, packers, jewelers, grocers and
other business people.
Rogers' jests came in rapid fire order,
poking fun at politicians, prohibition, the
stage, the screen, international affairs,
business and individuals whose names
have been prominent in topics of the day.
Bacon on Program
Those who have seen and enjoyed
Rogers' pictures never ask the question:
"Why is he in pictures?" The comedian
said, however, that people often wonder ,
how he got there, and the only reason he
knew was to bolster up the spirits oi
other homely men.
He said he didn't care to discuss the
merits of prohibition, but he did appre-
ciate playing to an audience that had had
a few nips. Of course, not so many that
they forget to applaud, he added.
Another actor of note, Frank Bacon,
gave a short talk.
"Cutter's Convention" Is
Held at Rothacker Plant
A cutters' "convention" has been in
session at the Rothacker Chicago labora-
tory. Margaret Booth of the Louis B.
Mayer organization, was elected chair-
lady. She came to the Chicago with
John M. Stahl's "One Clear Call." Dan-
ny Gray, bringing Marshall Neilan's
"Fools First," arrived in time for the
opening session. J. T. Donohue, repre-
sentative of R. A. Walsh, qualified as a
delegate although he is not a "regular"
film editor. He visited the Chicago plant
in connection with final changes in the
"Kindred of the Dust" negative.
"U" Officials in Chicago
Carl Laemmlc, president of Universal,
passed through Chicago Monday en route
to Universal City. Last week, Harry M.
Herman, general manager of the com-
pany, spent several days at the local ex-
change.
Back From Honeymoon
George Gibson, superintendent of the
Chicago Rothacker laboratory, has re-
turned from his honeymoon to the Coast.
I
808 S.WABASH AVE
CHICAGO, ILL. i
\Iay 20, 1922
EXHIBITORS HERALD
95
CHICAGO PERSONALITIES |
By Mac.
rHAT cloud o'dust travelin' along the
Dixie highway, bright and early last
unday morn, May 7, was caused by big
ill Brimmer's Westcott hittin' it wide open
)r St. Louis. Yep, Bill is the new chief
>r the American Releasing out that a-way.
* * *
The way the boys are crowding about
ie Chin Chin Gub each noon looks like
Hank'' and "Chub" will have to give out
ckets for the billiard and pool tables,
fter dining, there's a grand rush for the
bles and the line forming at the right re-
inds one muchly of a typical Saturday
ight "standout" around our very best film
eatres.
* * *
J. S. Jossey, of the Arrow Film Corn-
any, was sighted doing a Marathon along
ir Row the other day. Arrived here May
id and stayed a couple of days before
aving for the Washington convention.
* * *
We arise to announce another independ-
it exchange is in our midst — the Popular
hoto Plays, Inc., with C. VV. Spanuth,
esident, at the helm. Understand the
itial feature offered is the big interna-
)nal feature, "Sacrifice."
* * *
E. C. Bostick, former general manager
ixe enterprises of Milwaukee, writes his
il F. P. Ishmael, of Metro, that he and
mily safely arrived at Los Angeles on
ay 3.
* * *
Talking about Metro, you should all get
slant at that "smile" our ol' pal "Daddy"
oses is showing the folks up around their
:cbange these pleasant Spring days. Guess
e roguish ol' dear is giving 'em all a real
ce for stellar honors on the Rozelle week
.d May sales totals.
* * *
We thank you, Clyde, for that flock of
ondax smokes. Rather a novel way to
turate the local territory with the Clyde
liott Amusement idea, say we ! Straw
>s an' all that sort of stuff.
* * *
Floyd M. Brockell. manager of ex-
anges for First National, arrived here
ay 3 for a sales siesta at the local ex-
ange. Always delighted to greet this
nial ex -Westerner.
* * *
After that mixup that Maynie Schwartz
joyed in company with his Hup and the
her fellow's Hudson the other day. the
ppy manager of the local Educational ex-
ange agrees there are two propositions he
absolutely sold on, Educational offerings
d Hupmobiles.
* * *
E. C. Manx arrived here a week ago to
en a Chicago branch for the Automatic
cket Register Corp.. making his head-
larters with Manager Benson of the
^lusement Supply Company along the
Joe Bernstein, manager of the local
onarch Theatre Supply branch, is sure all
ped up about that new G. E. Mazda
uipment they are now handling, having
st been appointed authorized distributors
r the product.
* * *
Jack Miller of the Plaisance theatre
Is us he had his partner, Simon Sim-
sky, another aristocrat from Austin, out
the Harlem Golf Club the other day
holes, forty-seven being chalked up for the
water jump. Not bad at all, wadderyer say,
Tom Greenwood?
* * *
F. W. Seymour has just been appointed
sales manager of the Central West district
with offices at New York. We would like
to have been at the home office when F. W.
blew in with that "Cleveland sky-piece" he
purchased before leaving for the BIG
CITY.
* * *
Clyde Eckhardt and Mrs. C. E. left on
last Saturday for the big Washington affair
and will go on to New York at the conclu-
sion of the convention.
* * *
Emmett J. Flynn, director for Fox,
passed through on his way East, spending
a few hours at the local branch between
trains, May 2.
* * *
W. Van Gelder, erstwhile Vitagrapher,
is now on the firing line for the local Edu-
cational exchange in the Illinois territory.
* * *
Two of the handsomest beaus of the-
atrical note were spied dining in the local
Astor hostelry the other evening. We are
positive Bill Rogers was one and someone
informed us the other was Jack Abrams
of the Arrow Film Corp.
* * *
J. P. Gruwell, publicist for the Progress
Pictures, has been kept very busy entertain-
ing Mrs. Gruwell for the past few weeks.
Mrs. G. agrees there is much more to see
here than back home in Three Rivers, Wis.
* * *
Now that Charles Schaefer is convinced
that he can trim Perce Havill with regu-
larity in three cushion billiards, he might
take on Brother Bond of the local First
National. Tell us he plays a mean game,
Charley !
* * *
Chicago has the only projection room in
the world equipped with a radiophone,
where the baseball scores and other news
is received every afternoon. The boys of
First National, Universal and other ex-
changes in the building "chipped in" and
bought a first-class receiving set which is
installed in the First National projection
room, at 831 South Wabash avenue.
Big Array of Stories
And Plays Scheduled for
Production by Warners
For the coming season Warner
Brothers plan to produce what they de-
clared to be the biggest array of popu-
lar stories ever secured by a state-right
organization. In addition to the three
Harry Rapf productions being made at
the Warner west coast studios, Harry
M. Warner has purchased the rights to
four other stories — two novels and two
stage plays.
The following will be known as War-
ner Brothers productions:
"The Beautiful and Damned," the novel
by F. Scott Fitzgerald. "Main Street," the
novel and stage play written by Sin-
clair Lewis. "Broadway After Dark," a
melodrama of the Great White Way.
"Little Church Around the Corner,"
adapted from the stage play of the same
name.
The Harry Rapf productions, the first
of which is now being produced, include:
"Rags to Riches," featuring Wesley
Barry; "Little Heroes of the Street,"
also featuring Wesley Barry and "Brass,"
Charles G. Norris' novel.
Federated Gets Last of
Hallroom Boys Comedies
With the completion of the twenty-
sixth of the Hallroom Boys comedies for
publication through Federated Film Ex-
changes of America, Inc., under the title
"No Money to Guide Them," the produc-
tion work on the present Federated series
is finished. Federated contracted a year
ago for twenty-six of the two-reel come-
dies, to be ready for publication at the
rate of one every two weeks, and, with
"No Money to Guide Them," takes over
the last of the series which has, accord-
ing to the exchanges in territories having
a Federated franchise, been extraor-
dinarily successful.
This also rounds out the third year of
the production of Hallroom Boys Come-
dies based on the cartoons by H. A. Mac-
Gill.
South Africa Locale of
Next Stanlaws Feature
Penrhyn Stanlaws is in production on
his next picture for Paramount, "Pink
Gods." South Africa is the locale of the
drama. Bebe Daniels and James Kirk-
wood will head the special cast.
Eckhardt at Washington
/Clyde Eckhardt, local manager for
Fox. left last Saturday for Washington,
D. C, to be an hand during the exhibi-
tor congress. From the capital he goes
to New York for conferences at the Fox
home office.
OWEN MOORE in one of the comical
scenes from "Reported Missing," his
gets away with a 191 for eighteen latest Selznick picture.
Seerey Completes Tour
R. C. Seerey has returned to his head-
quarters here after a turn around the
exchange centers included in his terri-
tory under the revised selling system in-
augurated by First National.
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holme*.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
M inter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), six
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels.
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Faire
Binnev
God's Country and the Law, six reels, Gladys
Leslie. .
Love, Hate and a Woman, six reels. Grace Davison.
A Yankee Go Getter, five reels, Neva Gerber.
Dangerous Paths, five reels. Neva Gerber.
Price of Youth, five reels, Neva Gerber.
Ten Nights in a Bar Room, eight reels, John
Lowell.
The Innocent Cheat, six reels, Roy Stewart.
Chain Lightning, five reels, Ann Little.
A Motion to Adjourn, six reels, Roy Stewart and
Marjorie Daw.
Back to Yellow Jacket, six reels. Roy Stewart and
Kathleen Kirkham.
The Broken Silence, six reels, Zena Keefe.
The Splendid Lie, six reels, Grace Davison.
The Double-O, five reels, Jack Hoxie.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed through Pnthe Exchange)
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up 1 (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
Silas Marncr, seven reels, All-Star.
The Real Adventure, five reels. Florence Vidor.
When the Devil Drives, five reels, Leah Baird.
PLAYGOERS PICTURES, INC.
Oct. 9— Across the Divide, six reels.
Oct. 23— Tropical Love, five reels.
Nov. 13— Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dec. 4— The Ruse of the Rattler, five reels.
Ian 15— Reckless Chances five reels
Feb. 26— Hills of Missing Men, six reels.
Apr. 2 — Sunshine Harbor, six reels.
Apr 10 — A Pasteboard Crown, six reels.
Apr. 23 — Lonesome Corners, five reels.
May 7 — Tracks, six reels.
ASSOCIATED PHOTOPLAYS. INC.
Croasing Trails, five reels, with Pete Morriaon.
Ghost City, five reels, with Helen Holm's
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels.
Dangerous Love, five reels.
Captivating Mary Caratairs, five reel (Norma
Talmadge re-isue.)
The Heart of the North, five reels, Roy Stewart
Life'i Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
Uis Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Bush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
Sail Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels,
Cullen Landis.
What No Man Knows, Clara Kimball Young.
The Worldly Madonna, Clara Kimball Young.
FAMOUS PLAYEKS-LASKY
Saturday Night (Cecil DeMille), 8,433 feet
The Law and the Woman (Betty Compson), (
feet.
leer.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet.
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels— Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet
The Mistress of the World (Special — Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5.100 feet. , , .*
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
The Heart Specialist (Mary Miles Minter — Real-
art), 5,000 feet. .
Beauty's Worth (Marion Davies— Cosmopolitan).
The Mistress of the World (Chapter 4), 3,825
The Green Temptation (Betty Compson). 6165
Through a Glass Window (May McAvoy). 4,490
feet.
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (F.thel Clayton), 4 698 feet
The Sleepwalker (Constance Binney). 4 530 feet.
Bought and Paid For (Wm. DeMille- Ayres-Holt),
5,600 feet. ,
The Devil's Pawn (Pola Negri), 4,/ 12 feet
The Crimson Challenge (Dorothy Dalton). 4,942
feet
The Truthful Liar (Wanda Hawley), 5,243 feet.
The Spanish Jade (Robertson Prod.)
Is Matrimony a Failure? (All-Start, 5 612 feet.
The Good Provider (Cosmopolitan), 5,000 feet.
FIDELITY PICTURES CO.
The Married Virgin, aix reels.
Frivolous Wives, six reels.
FILM MARKET, INC.
The House Without Children, seven reel*, with
Richard Travers.
The Supreme Passion, six reels.
The Nerer-do-Well. aix reela.
FIRST NATIONAL
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod.).
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
lx>ve's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Pro.).
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro.).
Shattered Idols (Frothingham Pro).
The Barnstormer, with Charlea Ray.
Red Hot Romance, six reels (Kmerson-Loos).
Penrod, eight reels, Wesley Barry.
The Cave Girl, five rerls.
The Lotus Eater, seven reels, John Barrymore.
Caberia, nine reels, Special.
My Boy, five reels, Jackie Coogan.
The Seventh Day, six reels, Richard Barthelmess.
A Question of Honor, six reels, Anita Stewart.
Gas. Oil and Water, five reels, Charles Ray.
Smilin' Through, eight reels, Norma Talmadge.
The Infidel, six reels, Katherine MacDonald.
The Woman He Married, seven reels, Anita
Stewart.
FEDERATED FILM EXCHANGE!
The Servant in the House, five reels, with aft
star cast
Dangerous Toys, seven reels, with all-atar cast.
Heidi of the Alps, Prizma.
FOX FILM CORPORATION
POX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Coart t>|
reels.
Thunderclap, seven reels.
Shame, 8,200 feet.
Perjury, 7,400 feet.
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM PAH IM DM HURIM*
Hi" Greatest Sacrifice, aix reels.
A Stage Romance, 6,416 feet
PEARL, WHITE SERIES
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SEH1I08
Ridin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERUM
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHlHLKt MASON SERIKH
Ever Since Eve, five reels.
Queenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUST1N FA KM SI SERIE*
The Primal Law. five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
Tn a Finish, five reels.
Bar Nothin'. five reels
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o' Dawn, 4,178 feet.
WTH CKNTIiNV BHANH
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line. ( Maurice Flynn).
The Jolt. (Murphy-Walker).
Whatever She Wants (Eileen Percy)
Smiles Are Trump (Maurice Flynn), five reela
Extra I Extra 1 (Walker-Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? aix reela, Claire Windsor
Our Mutual Friend, eight reel, All-Star.
White Hands, six reela, Hobart Bosworth.
The Blot, seven reela, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God'a Country, aeven reels, Nell
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reela. Lucy Doraine.
Bear, Boy and Dog, two reels.
Puppy Days, 969 feet
Robinson Crusoe Hours. 966 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest.
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
Ace of Hearts, seven reels.
Dollar Devils.
GOLDWYN PICTURES CORP
For Those We Love, six reela.
Invisible Power, aeven reels.
le Convention in Review" — See Page 19
Quit Ru.nng her ' one
married lo me 1 See'
(Joseph .M. Sc henc k. presents
Constance 'Talmate
in her I a lest joy maker / J
and one of Connie's jBesb
The Primitive Center
Adapted by Frances Jllarion.
FromVhe Divorcee" by Edgar SeloJyn;
^'^gipriniii|,uiiij[iUiiti^M^itwjirtiilTijujiiifnnp
<7/te finest on Earth!
To bo prosontGd Ay Carl LaommlG
Cail LaemmlG will soon pYG^ont
William Desmond
The hero of a million boi^s!
—in a chapter-play of daring adventure and stupendous thrills
in the land of ice and snow — Alaska! The first chapter-play of
Alaska ever made — a sure bet for the hot summer days.
Randall
CADL
LAEMMLE
will soon
present
ART ACORD
in
— the greatest chapter-play ever produced —
action, thrills, adventure, made into a contin-
ued feature that will make history at box of-
fices.
- In the days' of
A cool ctean-up
for summer daLjS1!
FIRST ACAIX!
CARL LAEMMLE again
points the way to bigger
and better profits. Here is a
sure fire knockout chapter-
play based on the most popular
thing on earth— RADIO! Get
ready — and get busy!
Laemmle will soon present
Directed i>z/Edw. Laemmle
The Season's Sensation
PRODUCED BY UNIVERSAL, OF CO'JRS
tfay 27, 1922
EXHIBITORS HERALD
Something that men as well as
•omen won't forget easily !
■^N.y.EvQTiiTig 9un
- read what newspaper critics
and the Trade Piess said about
'Rare entertainment here. In it exhibitors have a good bet."
— Exhibitors Herald.
'Moving picture entertainment out of the ordinary."
— Moving Picture World
'A great box-office success."
— Exhibitors Trade Review.
"Most absorbing illustrations of emotionalism seen in many
a day."
— N. Y. American
"So clear cut a pictorial beauty and played so well motion pic-
ture fans should regret missing it."
— X. Y. Evening Mail.
"The man's an artist and of higher rank than he has been
rated."
— X. Y. Evening- Journal.
•k by Popular Demand, at Shubert's Central, New York, Beginning May 14th
U N I V E R S AL J EWEL Presented bu Ca r I Laemmle
"THE CURSE OF DRINK"
Copyright 191S and reproduced by permission of JUDGE. America's leading humorous I
lay 27, 1922
EXHIBITORS
HERALD
5
Wilderness
Tales
cRpbert C. 'Bruce
The oArtist Who Uses A Camera
are one-reel photoplays of scenic
character which mark a definite step in
the progress of the motion picture art.
The National Board of Review, in its
publication for January-February, dis-
cussed the first of the series — "AND
WOMEN MUST WEEP"— and
declared it one of the "exceptional"
pictures of the year. This is the only
time this publication has ever deigned
to discuss a one-reel picture of any kind.
The Editors-in-Chief of all the national
trade journals in this industry have
paid editorial tribute to these gems of
the photo-dramatic art.
Mr. Rothafel is spending three weeks arrang-
ing a symphony for "MY COUNTRY," one
of the series, and has declared this picture
'"one of the most beautiful motion pictures
I have ever seen on the screen."
There are ten one-reel photoplays in
the series of WILDERNESS TALES—
Book the Series NOW!
i
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{
:
i
;
■
I
I
V
5
v
Y
\
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V
Ree. U. S. Pat. Off.
EDUCATIONAL FILM EXCHANGES, Inc.
E. W. Hammons, President
EXHIBITORS HERALD
May 27, 1922
/ The late
MR. EXHIBITOR:— We're in the show buieu
TOGETHER. Our job is to help you GET HE
MONEY.
We supply not only the attraction but big bomt ells
of exploitation to help you jam it across.
Nail this Flapper Comedy — put the kick of ou red-
blooded exploitation behind it — and you'll make
money !
The Flapper Fad is sweeping the nation — millitj
girls have succumbed to the lure of Flapperhood.
got a ready made audience all "set" for just s|
picture.
"Gay and Devilish" is timely. It shimmies wit
and ripples with joy — and glows with comic rornce.
Cast brings to you Doris May, Cullen Landis.Jti*
Harlan, Bull Montana and Jacqueline Logan.
Look over the accompanying exploitation eas.
There's a lot more in the press sheet. Grab so s «
these bombshells and shoot 'em off — Then watc the
crowds flow.
;e m«
I
lt.iaU
May 27, 1922
EXHIBITORS HERALD
;i22 Jaxz Picture
With special R-C
Exploitation
Wallopi
to put it oyer
/
A FEW OF THE JTUNTJ" THAT THE
PREtf THEET K JAMMED WITH
A Flapper Diary
Stunt That's
Surefire
You'll get the country's millions
of flappers and all their friends
with this one. We have pre-
pared a six-fold special ten page
herald, wonderfully gotten up
and filled with human, jazzy,
surefire stuff entitled "The Con-
fessions of a Flapper." The
flapper tells her experiences from
Monday to Saturday, the herald
opening to disclose one day at
a time, leading gradually up to
the last day which contains a
redfire picture message. This
herald will go over like a house
afire. Every line contains a
laugh and your people will just
eat it up. See the press sheet
for a full illustration and com-
plete details.
A Ticket-Selling
Kick In
This Limerick
Contest
Here's a stunt that can't miss
fire. The New York American
received 25,000 answers a day
to their Limerick Contest. The
press sheet contains some crack-
erjack limericks, each one ad-
vertising the picture. Here's
one of them :
A flapper named Miss Fanchon
Browne
Is coming to jazz up the towne
Her right name they say
Is Miss Doris May
You offer a prize for the best
last line and — here's where the
theatre kick comes in — double
prize to the winner if he or she
is in the house when the an-
nouncement is made. The press
sheet tells you how to put it
over in a way that will pack
your house.
Novelty
Mirthometer for
Your Lobby
Attract attention to your lobby
and you're selling tickets. This
stunt will make everybody stop
and it won't cost you anything
to speak of. This mirthometer
looks like a thermometer but it
registers all the different de-
grees of laughter the picture
will create. It is reproduced on
a stock poster and all you have
to do is to secure this poster
from your R. C. Exchange, cut
out the mirthometer, paste it on
compo board and place it in
front of your theatre. It's going
to grab a lot of interest and
will inject the laugh thought
into your people that means
business. The poster is illus-
trated in the press sheet.
Book Now Through Your Nearest R-C Exchange
WILLIAM FOX presents
DUSTIN
FARNUM
2oo^ Now
(Sip
in
STRANGE
IDOLS
Ifou know Du&tn Famuwis
^ value as a box office &ar I
Story by
JULES FURTHMAN
Diredled by
BERNARD DURNING
WILLIAM FOX presents
WI LLIAf
RICHARD H
^America's mo&
Ttiredted i
a WILLIAM FOX presents
JOHN
GILBERT
in
eYELLOW
STAIN
rflxe battle of a real
man acjaintf: odds*
±A supreme l
combination!
s
5
i
ROY STFWARI
MARJORIE DAW
WALLACE BEERV
JOHNNY WALKER
HUGH B. EVANS JR.
^^^V presents
^tPe SAGE
BRUSH
TRAIL'
'^Written by
H.H.VAN LOAN
Author of
Virgin of Stamboul"
*~Directed by
ROBERT T. THORNBY
Director of "TfieFox"
<tAnnouncingr-
The Greatest Program
in History
Six Months of
(paramount (pictures
for release
AUGUST 1922
JANUARY 1923
FOREWORD
HIS booklet, in our
opinion, marks a great
forward step in the
marketing of motion
pictures.
It sets before you,
as a buyer, the product you are asked
to purchase, in a new, novel and
more finished form.
It marks a milestone in the making
and distributing of pictures, because
it gives to you, the exhibitor, for six
months ahead, a definite and known
source of supply for a definite num-
ber of productions — productions
which represent, on the average, in
our opinion, the very highest quality
* that has ever been attained by our-
selves or any other organization.
The most dangerous position an
exhibitor can be in today is to trust
to luck that he w ill secure during the
year enough good pictures to make it
possible for him to operate safely and
at a profit.
More and more it is becoming
essential that theatre investments,
representing in many cases millions
of dollars, be protected by identifying
themselves with a well-known and
trusted source of supply, — a source
of supply that will not fail them, no
matter how- hard conditions may be-
come,— a source of supply that will
continue to turn out better pictures
than ever before, — a source of supply
that will never resort to cheaper
negatives in an effort to soke a
problem in a market that responds
only to better quality than it ever
had before.
This Organization has not at-
tempted to meet the problems of the
past year by reducing its negative
investments. We believe that this
is the most precarious experiment
that can be made.
The producing end of this business
has been put to a severe test during
the past twelve months of depressed
times. We know now, as you the
exhibitor know, that the making of
good pictures is not accidental.
Consistently good product can
only come from one thing — a con-
sistently good organization.
We believe that in the next year
the public will respond only to pic-
tures that are better than we have
ever had in our history.
We believe that the motto for this
coming year will be "how good is the
picture.''
We believe that the producer who
makes it possible for the exhibitor to
live and make a profit will be the
producer who puts enough brains
and money into his productions to
make them superior to anything he
has ever given the exhibitor and at
a price that is mutually fair to both
sides.
We believe that the best and only
form of professed friendship for the
exhibitor that means anything to
him is to give him pictures that will
allow him to make money no matter
how conditions may be.
And we furthermore firmly believe
that by submitting this program to
exhibitors for six months product
beginning August 1st. we are ren-
dering in our humble way the great-
est aid to exhibitors of America that
can be given by any organization
in the motion picture business today.
ADOLPH ZUKOR
oA Pledge to American Exhibitors
F a long and faithful service devoted to the
cause of better pictures has won your respect
and confidence, as I earnestly hope to be the
case, I gladly risk losing your good will and
such reputation as I may have achieved, in
stating that the productions described on the
following pages represent the motion picture art at its zenith
and in its hour of triumph!
My pledge to you is that these productions being the
result of an expenditure of unlimited money and brain effort
on the part of the most brilliant group of directors, authors,
scenario writers, stars and supporting artists, art directors
and camera men ever gathered together in one organization,
all working in harmony and with the utmost enthusiasm,
surpass any group of productions so far given to the public
in the history of our industry.
In planning this product, we have striven for box office
values, highest merit in story, the greatest number of dis-
tinguished players possible to cast in one photoplay, per-
fection in direction, photography and titling and, finally, for
clean pictures fit for presentation before the highest type of
American audiences.
These pictures will surpass any similar pictures ever re-
leased, each picture representing the greatest effort of which
we are capable. You can book all of them, feeling you have
secured the best product obtainable in the industry.
The combination of values as evidenced in these pro-
ductions is my prescription for your prosperity.
JESSE L. LASKY
First Vice President
In Charge of Production
Released August 7. 1922
•JESSE L LA5KY
PRESENTS
Wallace Reid
IN
Hhe Dictator"
Supported by Lila Lee
HERE you have a story in the finest vein of the
master of romance — Richard Harding Davis — woven
into a thrilling picture. Written by the man who gave
the world "Soldiers of Fortune." the "Van Bibber " stories,
"White Mice," "The Bar Sinister" and a score of others.
Packed with action — fights with bandits — heroic strug-
gles for futile causes — thrilling rescues of beautiful women.
Wallace Reid in one of the most dashing roles of his
career — an American devil-may-care seeking pulsing ad-
venture, not particular as to what it is so long as there is
risk and love. Lila Lee is leading woman, and looking
more beautiful than she has ever looked.
James Cruze. who made "Is Matrimony a Failure?'", in
directing, has put punch after punch into the picture.
You'll remember what a wonderful success he made of
Reid in "The Valley of the Giants." He has more than
duplicated it in "The Dictator."
For the correct atmosphere the entire company journeyed
many miles away on locations. This has invested the
picture with high-powered action.
But above all it is filled with the two most popular
appeals in pictures today — melodramatic comedy and real
love-romance.
Cast Includes
Brooke Travers Wallace Reid
Juanita Rivas Lila Lee
Carlos Rivas Theodore Kosloff
Chauffeur Walter Long
Dm Juan Skint y Bracey
General Campos Kalla Pasha
From the play by Richard
Harding Davis. Directed
by James Cruze. Scenario
bx Walter Woods.
lllllllllllllllllllil
THIS is a superb picturization of the great
story which ran serially in Hearsts
Magazine, and was later published in book
form. It was written by Marie Corelli, author
of "Vendetta", "The Sorrows of Satan", "Be-
tween Two Worlds", and a score of other inter-
nationally popular novels.
Miss Davies plays the role of a girl who finds
the secret of eternal youth, and passes through
many strange adventures. The story is weird
and strange, yet surprisingly human and
dramatic.
One of the greatest casts ever assembled appears
in support. Pedro de Cordoba, Forrest Stanley,
Maclyn Arbuckle, and Gypsy O'Brien are some
of the famous names.
The picture was directed by Albert Capellani,
who made that other great Cosmopolitan success,
"The Inside of the Cup". Joseph Urban did
the settings, and Luther Reed who adapted
"Get Rich Quick Wallingford", wrote the
scenario.
This is one of the most elaborate, luxurious and
spectacular of all the Cosmopolitan productions,
and will be a gold mine everywhere.
FAMOUS PLAYERS- LASKY CORP,
PRESENTS
Marion Davies
*7fee Jbung Diana
Created by Cosmopolitan
By Perley Poore Sheehan
Directed by Tom Forman
Scenario by Waldemar
Young
"If Tou Believe it,
It's S,
0
THIS story was selected by the late
George Loane Tucker to be his next
production after "The Miracle Man.''
He had planned to star Thomas Meighan in it.
Mr. Tucker believed it to be one of the
finest stories ever written. It deals with
human souls in much the manner of "The
Miracle Man," though there is nothing of
"faith healing" in it, and tells a gripping tale
of regeneration.
It is without question the strongest drama
in which Meighan has yet appeared, and the
title is full of exceptional advertising possi-
bilities.
Tom Forman, director of "The City of
Silent Men" and other Meighan hits, has
excelled himself in this one.
See the advance exploitation ideas in this
book. The press book will contain more
advice on the exceptional exploitation
possibilities.
ADOLPH zukoa
PRESENTS
Chick Harms Thomas Meighan
Alvah Morley Pauline Starke
Ezra Wood Joseph Dowling
Sky Blue Theodore Roberts
Colonel William- Charles Ogle
Tessie Wyngate Lura Ansen
i eased August 14, 1922
Thomas Meighan
*If ybu Believe it,
Its So"
A STORY of shipwreck, the south seas, Honolulu
nights and desert islands. Written by the
author of "The Man Who Came Back"— a man who
knows the seas as no other living writer does.
Miss Compson is in the most varied role of her
career in this. Starting in San Francisco, switching
to Honolulu, and to a lonely South Sea Island, her
part calls for the wearing of beautiful gowns and
picturesque costumes.
There are two very popular leading men for addi-
tional exploitation of this picture, Richard Dix and
John Bowers.
The shipwreck, in which the heroine runs the boat
against the rocks, is one of the most realistic ever
filmed. The scenes in the Honolulu dance-hall are
sensational and unusual. And the story's a knockout
—a romance in which the girl travels half around the
world to rescue the man she loves.
The production was directed by Philip Rosen, who
made Wallace Reid's big success, "Across the
Continent."
AOOLPH ZUkOR,-
PRESENTS
Betty Compson
The Bonded Womari,
by John Fleming Wilson directed by Philip Rosen
adapted by Albert Shelby LeVino
based on the Story "The Salvaging of John Sumner"
by John Fleming Wilson
Released August 21, 1922
JESSE L LASkY
PRESENTS
iR'S beautiful May McAvoy in a real picture.
great heart-interest drama of the rooftops
of lew York. A drama that has its answer in
irtof all of us.
piure possesses every attribute that makes a
ifui picture, being par-
ly jrong in sentiment and
omess, and for this rea-
wi receive a great deal
rd-i'-mouth advertising.
- \
Avoy plays the role of a little dancer who
worthless uncle and an invalid brother, and
;les unaided to happiness and love. She
iner work in this than in "Sentimental
nd in her star pictures. The little brother
ed onderfully by Mickey Moore.
as irected by the late William D. Taylor, who
"T; Green Temptation," "Huckleberry Finn"
iur:rous other box-office successes. Sonya
i, ie author, wrote it especially for Miss
oy.
st| appears as a doll manikin in some scenes
eat numerous delightful dance gowns. Beau-
ett gs and photography combine to please the
Th cast includes Mary Jane Irving, who was
Tie Cradle," and declared by many to be
st hild actress on the screen.
ay McAvoy
"The Top of
New York"
•-TV \
ft
Released August 28, 1922
HAMILTON THEATRICAL CORP'
PRESENTS
'The Loves
of Pharaoli
WITH
CmilJanmngs- dagmj Servaes -Harnj Liedfy
a_n Ernest Lubitsch production
THE Loves of Pharaoh," which exceeds all
other motion pictures in spectacle and elab-
orateness of sets, has run all winter long at the
Criterion, New York, to crowded houses.
All of the New York papers were unanimous in giving
it praise. The New York Journal said: "Superlatives can-
not do it justice."
Its reputation has reached far out from New York and
the public is anxious to see this great love drama.
It contains the biggest sets ever made, and the biggest
crowd scenes ever staged.
This is the master-work of Ernest
Lubitsch, director of "Passion," " De-
ception" and other enormous spectacles.
The acting of ISmd Jannmgs as Pharaoh
has never been surpassed on the screen.
li
A marvelous cast enacts this heart-story of the past.
Dagny Servaes, one of the most beautiful women in Europe,
is leading woman. Others are Paul Wegener, creator of
"The Golem," Emil Jannings, the king of "Deception"
and "Passion," Harry Liedtke and Lydia Salmanova.
JESSE L- LASKY-
PRESENTS
1
Gloria Swanson
1 N
*7/er Qilded Cado,"
A Sam Wood Production
THE story of a dancer who fought and conquered
temptation, this picture reveals Miss Swanson
in some of the most dramatic situations, and
some of the most striking gowns, ever devised.
It is the most elaborate of all Miss Swanson's pro-
ductions, containing many spectacular cabaret and
dance hall scenes, staged with surprising grandeur.
The story takes the audience backstage, into the
life of a public favorite, and should be even more
popular than "Footlights,"' which was on the same
general theme.
It is adapted from the successful play by
Ann Nichols, and was produced by Sam Wood,
who made "Beyond the Rocks," "The Great
Moment"' and "Her Husband's Trademark."
There will be a wealth of exploitation aids
provided for this luxurious picture.
Don't overlook the names in the great cast
— Harrison Ford. David Powell, Walter Hiers
and others.
Released September 4. 1922
Cosi Includes
Sparine Omoff Gloria Swanson
Arnold Pell David Powell
Jacaueline Orn< ff Anne Cornwall
Gaston Petiitils Charles Stevenson
Bud W alton Walter Hiers
Lawrence Pell Harrison Ford
A Sam Iwl Production, by Elmer
Harris, sutteslcd by Ann ,\ichoU'
play. Scenario by Percy Heath
4
ADOLPH ZUKOR.
PRESENTS A
William deMille pe^^b
*7lice People*
with
Wallace Reid, Bebe Daniels
and Conrad Nagel
NICE PEOPLE" was one of the record-breakers of the
stage season in New York last year. It probably
caused more comment than any play then running.
In addition it has run all the present season in Chicago.
It is a frank indictment of the wild habits of the younger
generation — a problem that is vital and real in every
community in the country. Ministers, teachers and
others in your community will highly endorse it. It will
make the kind of comment that means big money.
Wallace Reid, Bebe Daniels and Conrad Nagel are the
featured players, and the cast, which might be called all-
star, includes Julia Faye, Eve Sothern, Claire McDowell,
William Boyd and Edward Martindel.
William de Mille, producer of "Bought and Paid For,"
has made it into an entertainment that carries a real punch
in every scene. It is full of spectacular scenes depicting
the wild gaieties of the idle rich, and these are staged in a
lavish and elaborate manner.
From the play by Rachel Crothers
Scenario by Clara Beranger
Released September 4. V.
Released September 11. 1922
Juan Gallarda... Rodolph Valentino
Carmen Lila Lee
Dona Sol Nita Naldi
Plumitas Walter Long
Don Josellte Charles Belcher
and others
From the noiel by Vicente Blasco lhantc
and the play by Tom Cushman. Scenario
by June Mathu
THIS is one of the biggest productions of the
season. The role of the young bull-fighter is ideally
suited to Rodolph Valentino, who makes his
first starring appearance in Paramount Pictures with
this tremendous subject.
"Blood and Sand" is at least as popular as the
same author's "The Four Horsemen of the Apoca-
lypse." which, as produced by Rex Ingram, was one
of the biggest box-office pictures of the season.
Fred Niblo, who made "The Three Musketeers,"
is the producer. Lila Lee is leading woman, and
Nita Naldi who is well known from her work in "Dr.
Jekyll and Mr. Hyde," "Experience," and numerous
other pictures, plays the adventuress.
Scenes include some genuine bull-fights, in which
the star risks his life to perform spectacular feats.
This is one of the most expensively staged produc-
tions of the year, and is absolutely sure to rank among
the two or three biggest box-office winners.
Written for the screen by June Mathis,
who adapted "The Four Horsemen"
A FRED NIBLO PRODUCTION
JESSE L' LASKY
PRESENTS
Rodolph |
Valentino
IN
Blood and Sand
"THE VALLEY OF SILENT MEN"
with Alma Rubens
from the story by James Oliver Curwood
directed by Frank Borzage
created by Cosmopolitan
HERE'S a sure winner — a story by James
Oliver Curwood, author of "The River's
End"! That was one of the big box-office pictures
of the season. But this is even better.
For real story value this is unquestionably the
greatest property Cosmopolitan has ever had, and
when produced with all the lavishness of sets and
cast that distinguishes these pictures, it is bound
to be an outstanding hit.
The story deals with Sergeant Kent, of the North-
west Mounted, who, when he thinks he is dying,
tells a story that brands him as a murderer and
lets the guilty man go free. Then — he recovers —
and death by hanging stares him in the face!
Over 1,500.000 copies of this book have been sold.
No author has a larger or more loyal following
than Curwood.
Alma Rubens, leading woman of "Humoresque",
"The World and His Wife" and "P'ind the
Woman", plays the lead in this, heading a great
cast.
Frank Borzage, director of "Humoresque", has
realized all the thrilling possibilities of the story,
and turned out another masterpiece.
The whole company spent many weeks in the
north amid the most colorful and picturesque
scenes in filming this picture!
James Oliver Curwood
Released September 11. 1922
Released September 18, 1922
"The Siren Call" is a
drama of the northwest
which will live long in the
history of the screen, for
it has every attribute which
makes for a great picture.
m
A GREAT and forceful epic of the great northwest
— of the loves and passions of the eternal snows
and the dance halls — a picture of fire and thrills and
beauty.
Dorothy Dalton brings all of the dash and tempestu-
ousness which characterized her in "The Flame of the
Yukon," "Flare Up Sal," Cecil B. DeMille's "Fool's
Paradise" and "Moran of the Lady Letty."
An Irvin Willat production signifies that into the
picture have gone those elements which made "Behind
the Door" one of the greatest masterpieces the screen
has ever produced.
The story is an original by J. E. Nash. It sweeps
swiftly along to the most astounding and thrilling
climax seen in a long time.
Mitchell Lewis, who will be remembered for his splendid
work in "At the End of the World," is a prominent
member of the cast and David Powell is leading man.
An Irvin Willat Production
ADOLPH ZUKOIV
PRESENTS
The Siren Call
WITH
Dorothy Daltori
David Powell and Mitchell Lewis
JESSE L- LASKY PRESENTS
a Peter B Kyne special
Jack Holt
I NT
NVWhiZe Satan
Sleeps"
HERE is a real special!
A strong and wholesome story which gives
Jack Holt one of the most compelling and
highly dramatic roles ever screened.
Adapted by Albert Shelby LeVino from the famous
Saturday Evening Post story by Peter B. Kyne, it
contains characters and situations that touch the
heart of even the most "'hard-boiled" audience.
It contains both comedy and pathos in profusion,
and it is enacted by an excellent cast including Fritzi
Brunette, Betty Francisco, Herbert Standing, Sylvia
Ashton, Fred Huntley and J. P. Lockney.
Joseph Henabery, who made "Brewster's Millions,"
''The Call of the North," and many other successes,
is the director. This is a real picture and your
patrons are going to give it high praise beyond any
question of doubt.
By Albert Shelby LeVino, based on
Peter B. Kyne's story "The
Parson of Panamint."
Directed by Joseph
Henabery
Released September 18, 1922
MANSLAUGHTER" is a Cecil B. DeMille
Production in everything that that
implies. Besides Thomas Meighan,
Leatrice Joy and Lois Wilson, the cast will be
one of the greatest in history, rivaling "Anatol."
The story is being produced by Cecil B. DeMille
with one idea in mind: to make it the most
spectacular box-office attraction his name has
ever been connected with.
Alice Duer Miller's sensa-
tional storv stirred pro-
foundly the'2. 500.000 read- .
ers of the Saturday Evening •
Post when it ran serially in
that magazine. As a novel
its sales and popularity
rival those of "The Sheik."
The story deals with the reckless younger
society set, so much in the public eye
at present. The central figures are an
arrogant society beauty, who kills a
man in a motor crash, and the handsome
young District Attorney, who, though
he loves her, sends her to prison. There
a new outlook on life dawns upon her.
By arrangement with the publishers of
"Manslaughter," there is an attractive
jacket advertising this picture on every copy
of the book. Tie up w ith your local bookseller.
The next Cecil B. De Mille Production follow ing
"Manslaughter'^ a picture that will deserve
truly the title "extra super special de luxe." It
will be not only the most luxurious and massive
of all Mr. De Mille's creations but has a story
theme of the most gigantic box-office value. Be
sure to make arrangements for holding your
bookings for this wonder-picture.
JESSE L. LAS KY
PRESENTS
Cecil B DeMilles
PRODUCTION!
manslaughter
,TBThomas Meighan,
Leatrice Joy 2^ Lois Wilson
«ed September 25, 1922
Scenario
by Jeanie
Macpherson
Released October 2. 1922
4 ^-^B
HAMILTON THEATRICAL CORPORATION
PRESENTS
The Mysteries
of India"
A GREAT picture— massive in every detail— scenes, set lgs
and story. Made on a scale of splendor and grar:ur
to thrill and amaze, and yet allow of fullest entertainr nt.
One year and a half was spent in the making.
To ensure accuracy, a vast army of experts journeyed to ia
and their researches have resulted in the following:
Replicas of ancient temples
built in their exact natural sizes,
with all of their delicate orna-
mentations and centuries old
trimmings.
Tremendous idols reproduced
precisely as they are in the Land
of the Rajahs, towering and awe-
inspiring.
Entire streets built exac
as the travelers saw th< .
flanked with weird buildings 1 1
teeming with squalid people
Such are the settings,
woven around them all i?
compelling, thrilling story-
mystery and intrigue, swiftl
action and colorful in treatmel
Fights with tigers, elephants and other denizens of India s jt
are mingled with a tale of Indian magic and mystery in an absorb
and fascinating manner.
A notable cast interprets the story, over fifty thousand people takkj
part.
Here is something different in the line of spectacular melodrama
Released
October 2. 1922
THIS is a Penrhyn Stanlaws production
with a particularly brilliant cast headed
by Bebe Daniels, a star in her own right :
James Kirkwood, featured in "The Man
From Home." 'The Great Impersonation",
and other successes ; lovely Anna Q. Xilsson :
and Adolphe Menjou who made such a hit
as the King in "The Three Musketeers."
The story was adapted to the screen by
J. E. Nash and Sony a Levien from the
novel by Cynthia Stockley. author of
"Poppy."
A powerful domestic drama bristling with
tense scenes and crashing climaxes is un-
folded in the picture. The setting is the
colorful region of the famous Kimberley
diamond mines. The heroine — a fasci-
nating young bride with a somewhat flirta-
tious disposition — allows her love for ex-
quisite jewels to lure her into the clutches
of an unscrupulous diamond king. She is
rescued by her young husband in the nick
of time, after startling adventures.
Penrhyn Stanlaws, the artist-director who
has an unbroken line of box-office hits to his
credit, never offered film fans such satis-
fying, appealing, and gorgeously produced
entertainment as "Pink Gods."
JESSE L. LAS «y
A Penrhyn Stanlaws Production
Pink Gods
with Bebe Daniels, James Kirkwood
Anna Q. Nilsson and Adolphe Menjou
PRESENTS
JESSE L. LASKY PRESENTS
The Old Homestead"
with Theodore Roberts
T. Roy Barnes, George Fawcett,
Fritzi Ridgeway
Directed by James Cruze
THOUSANDS and thousands of people want to see
Theodore Roberts as a star. At last Paramount
has been able to acquire a piece that fits this great
character actor like a glove. At last we have a truly
great special for the "Grand Old Man of the movies."
Uncle Josh is a part he was born for.
And at last — a production of America's greatest play that
is worthy of its immortal story! For fifty years "The Old
Homestead" has held a unique place in the hearts of the
people. Now it is put on the screen with all its greatness
magnified.
This play is known throughout the world as positively the
greatest heart-interest drama ever written. No one can
see it and withhold the tears.
And what the stage could never do — the screen can do.
Things that can only be described on the stage are shown
magnificently on the screen
Scenes include the greatest cyclone ever staged, in which
actually a whole town is blown away, only the Old Home-
stead standing secure. Other great scenes show Reuben's
trip around the world — into China's secret dens and
through a hundred adventures
Human, spectacular, perennially appealing, "The Old
Homestead" is a classic that will break records everywhere.
Adapted from Denman Thompson's play
by Perley Poore Sheehan and Frank
Woods. Scenario by Julian
Josephson. Supervision,
Walter Woods
Released October
Released October 16, 1922
IElE'S the answer to "The Sheik"-
ld sweeping as it's name!
urrig Sands" will capitalize on the popularity of "The
ik' without in any way resembling it in story. It pre-
ts new and dramatic viewpoint on love in the desert.
ldu:d on the same massive scale as "The Sheik,"
arfuand thrilling from start to finish, it will stand up
h iithe box-office winners of the season.
»rd Melford is the man who made "The Sheik,"
br^ of the Lady Letty," "The Woman Who Walked
'Behold My Wife!" and many other Paramount
cia .
ind Hawley, a star in her own right, plays the leading
finis role. Milton Sills, well remembered in "Behold
:t,"
:he
est
fef, "At the End of the World," "Miss Lulu
:tc, is leading man. And look at the other names
ast!
ry is from the successful novel by Arthur Weigall,
ich las run through edition after edition, and gives
•mi: of being one of the fall season's best sellers,
c aiptation is by Olga Printzlau.
bes
slfo
.1 a
seller, the answer to "The Sheik," a massive
production with Wanda Hawley, Milton Sills
feat cast — here's a chance for a knockout!
PRESENTS
-9r£e Melf ord's p'°duction
Burnincr Sands"
Wnda Hawley Milton Sills
* t udes Jacqueline Logan, Robert Cain, Winter Mall and
Louise Dresser.
Released October 16, 1922
JESSE L.LASKY PRESENTS
Wallace
Re id
and
Lila Lee
IN
Hhe Ghost Breaker
THIS is a big production of the
tremendously successful play
of the same name. With two
popular stars in it, it promises to
duplicate its popularity on the
stage.
The story deals with a young
American who falls in love with a
Spanish princess, and goes to her
"haunted" castle to drive the
ghosts away. He finds the ghosts
are crooks, but not until after
many hair-raising adventures.
Wallie Reid will have a part full of
action and comedy possibilities,
and Lila Lee as the princess has
an opportunity to wear some mar-
velous gowns.
You know how good this star
combination is — remember "The
Charm School"? You know the
fame of this great melodrama.
It is superbly staged, and packed
full of excitement.
Read the exploitation hint on this
great box-office title.
The director is the man who made
Mary Pickford's "Little Lord
Fauntleroy," Alfred Green.
The scenario is by Jack Cunning-
ham.
The original play was written by
Paul Dickey and Charles Goddard.
directed by
Alfred Green
Released October 23. 1922
HERE you have a wonderful combination — Mary Miles
Mmter, now a Paramount star and Tom Moore, a star
in his own right, in support of Miss Minter as leading
man, and Clyde Fitch, the author, one of the greatest of Amer-
ican dramatists.
The story is a new angle on the boundless west. The
mingling of society with the rugged elemental characters of the
plains and hills. It is filled with unusual situations, splendid
comedy, great love interest and a dramatic and climatic ending.
Miss Minter plays a role vastly different from any previous
characters. Tom Moore's attractive personality has splend.d
opportunity in this and he rises superior to all of his past per-
formances including the support of Betty Compson in "Over
the Border. '
You have enough to capitalize on in this picture, to fill four
regular pictures.
This is one of the great special productions of the year.
JESSE L, LAS k Y
PRESENTS
*The Cowboy,
and The Lady
WITH /
Warif miles minter
and Tom Moore
A Great Director
Two Great Stars
A Great Love-Romance
A Superlative Cast
A Magnificent Production
A NOVEL that has enjoyed world-wide popularity for more than
twenty-five years — that has been read and re-read in every home
in the country.
Essentially a story of adventure and love, it thrills from start to finish.
Betty Compson and Bert Lytell are the stars, and they make a team
of unparalleled box-office value. Miss Compson has already established
herself in "The Green Temptation," "At the End of the World" and
"The Little Minister." Mr. Lytell, appearing for the first time under
the Paramount banner, has millions of admirers who remember him for
his work in "The Right of Way", "A Trip to Paradise", "Alias Jimmy
Valentine" and dozens more.
That George Fitzmaurice is the producer, guarantees that the produc-
tion will be spectacular, elaborate in sets and full of genuine heart-
interest. No one has forgotten his great productions, "Peter Ibbet-
son", "Three Live Ghosts" and "On With the Dance."
This is one of the genuinely big stories of the year — big in stars, in
story and in producer.
The adaptation of the book by Mary Johnston was made by Ouida
Bergere. Read the exploitation paragraph on page 5\.
AOOLPH ZUkOrV. PRESENTS A
George Fitzmaurice production
*Jo Vave and 7o IfolcC
WITH
Betty Compson «»>* Bert Lytell
supported by W. J. Ferguson and Theodore Kosloft
THE story of 'The Man Who
Saw To-morrow" is so un-
usual and so extraordinary that it
is felt unwise to give details here,
for fear of plagiarism.
However, it will be the consensus
of exhibitor and popular opinion,
just as it is at present the
opinion of all who have read it,
that the screen has seen nothing
quite like it.
It is a story rich above all in
human .interest, and in settings it
traverses the globe; delving into
the depths of life in the tropics,
reaching into society's splendors,
revealing, also, profound truths
about human nature.
From all indications it will be the
most talked-of story of the com-
ing year, and with an elaborate
production, a great cast, and a
knockout title, it will break box-
office records.
Alfred E. Green, who made "The
Bachelor Daddy," directed. The
story is an original by Perley
Poore Sheehan and Frank Condon.
Directed by
Alfred Green
IS
ADOLPH ZUKOR.-
PRESENTS
Thomas Meighan
Who Saw To^morroYJ
ELE; ed November 6, 1922
ADOLPH ZUKOI\,
PRESENT:
Dnlhe High Sea*
Dorothy Dalton™* Jack Holt
Supported by Mitchell Lewis
HIS is a mighty epic of what the sea does to the sol
of men and women. And yet not a picture entire
of the sea, for life ashore, in the home and in socie:
have gone into its make-up.
But essentially it is a drama of conflicting wills, produced li
Irvin Willat, the man who startled the world of fans wi
"Behind the Door" and "Below the Surface."
The picture abounds in "punch" scenes, the most notable
which is the dramatic struggle for mastery when the thr ■
castaways, a woman and two men, reach the deserted schoon
in mid-ocean.
Heading a cast of exceptionally popular players are Dorotl
Dalton and Jack Holt. In the cast is also Mitchell Lew
Dorothy Dalton has achieved new popularity in "Fool's Par
disc" and "Moran of the Lady Letty" and "The Woman WJ
Walked Alone." Jack Holt's recent successes. "North oft
Rio Grande" and "The Man Unconquerable" are notab
Mitchell Lewis last appeared with Paramount in "At the Ei
of the World."
This is Edward Sheldon's first original screen story, Mr. Sheld-
is one of the greatest of American dramatists, some of I
successful plays being "Salvation Nell, I"he Nigger," 'F
mance, The Garden of Paradise" and "The Song of Song'
An Irvin Willat Production
Released November 13. 1922
JE55E L LAskY-
PR.E5ENTS
Rodolph. Valentino
IN
\fhe Young Tfajdh*
Adapted by
June Mathis
THIS is the play in which Miss Brady made her
return to the speaking stage, and scored the greatest
triumph of her career.
It is the study of a young Syrian girl, ignorant, but
anxious to learn. How she rises from her low estate,
and, inspired by a great love, becomes a cultured and
successful woman, makes one of the greatest dramas of
a woman's soul ever written.
On the screen it is even better than it was on the stage,
and in it Alice Brady demonstrates as never before her
power of characterization and her remarkable grasp of
emotions.
Full of stirring contrasts in character and setting, with
striking underworld scenes and poignant heart interest,
"Anna Ascends" marks Miss Brady's supreme screen
achievement.
The play was written by Harry Chapman Ford and
directed by Joseph Henabery.
ADOLPH ZUkOK.
PRESENTS
Alice Brady
yinna Jlscends* \
Released November 20. 1()22
R.) EASED NoVEMBCR 20. 1922
A star director, an alt-star cast, a great popu-
lar author — a perfect production in the very
best American comedy! There's a combination
ADOLPH ZUKOfV
PRESE NTS a
William deMille
PRODUCTION
"Clarence
//
with Wallace Reid, Agnes Ayres
and May McAvov
CLARENCE'* is the funniest comedy
without question, ever written for
the American stage. When it was
produced in New York two years ago, all
the critics were unanimous in so pro-
claiming it.
It's a picture which shows the inside of a
typical American family so truthfully that
everyone feels he sees his own home on the
screen.
The character of Clarence, the world-
famed young scientist who works as hired
man. is ideally suited to Wallie Reid, and
Agnes Ayres and May McAvov are ideal
as the two leading women.
The play was written by Booth Tarkington.
author of "The Man From Home.'' "The
Gentleman From Indiana." "Penrod."
"Seventeen" and other stories. It was
adapted by Clara Beranger.
This is the biggest box-office picture yet
produced by William de Mille.
Read the great exploitation stunt on this
picture.
Released November 27. 1922
HERE is another of those gorgeous Jove-
dramas that have made Gloria Swanson a
box-office gold mine everywhere.
Sam Wood, director of "The Great Moment,"
"Beyond the Rocks," and "Her Gilded Cage,"
will produce this picture on a far more sumptuous
scale than any of his previous efforts.
Miss Swanson's role is that of an innocent girl
who is caught in the gay swirl of Parisian night
life, has her reputation tarnished, and is finally
rescued by a great love.
That finished actor, Conrad Nagel, is leading man.
The magnificent settings include the Montmartre
demi-monde, the "carnival of flowers" at Monte
Carlo, and the beautiful Riviera.
Miss Swanson actually went to Paris for new
gowns just prior to beginning this picture. Never
have Glorious Gloria's regal beauty and emotional
fire been given greater scope. Never has she
worn such lavish Paris gowns.
P. S. Keep your box-office eye peeled for those
dazzling bathing suits!
The story by David Lisle was
adapted by Percy Heath.
JESSE L-LASkTY PRESENTS
Gloria Swanson
The ImpoSSibklThMew
qA Sam Wood Production
Released December 4, 1922
rHE greatest South Sea story ever written
1 and Robert Louis Stevenson's last work,
(ere is a property that is one of the most valu-
ple in all fiction, and ideally suited for motion
Ictures.
|eprge Melford will put into it all the splendor
tat characterized his "Sheik". The cast is a
)mplete roster of great names headed by Li la
ee; James Kirkwood, whose work in George
itzmaurice's "The Man from Home" has estab-
>hed him as a greater favorite than ever;
eorge Fawcett and Raymond Hatton.
he story deals with three men, a drifter, a
aster mariner and a shady London clerk who
nd on a mysterious island where they find a
hite man and his daughter. The three form a
•nspiracy of villainy but the hero is finally won
\KT from "the ebb tide in man's affairs" by his
lal love for the beautiful girl.
is a story of splendid emotional dramatic
■id romantic value and a real special in everv
ay-
Adaptation by LORN A MOOS
JES: L LAS kY
PRESENTS A
production
George Melford
Robert Louis Stevenson's
1 *6bb Tide"
\ith Lila Lee, James Kirkwood,
Raymond Hatton, George Fawcett
I^^T^^HE greatest stage success of a great actress, when brought
r M I to the screen, is bound to be magnificent. And that is
H H what this picture is.
fc^^^l Elsie Ferguson made of "Outcast " on the legitimate stage
her greatest success. This success has been more than duplicated in
the picturized version, which in sheer dramatic intensity, action and
settings is a veritable triumph, even greater than "Footlights."
Hubert Henry Davies wrote "Outcast" several years ago, and so
great a success was it acclaimed that it was soon translated into
many languages and has been played in a great number of countries.
The story is of a man who goes down into the depths and is reclaimed
by a woman whom he seeks to cast off when he becomes rehabilitated,
only to find a real love which brings understanding with it.
It will be produced by John S. Robertson, who made "Footlights"
and "Dr. Jekyll and Mr. Hyde."
Josephine Lovett wrote the scenario. Her work has retained all
the power of the play and has added features to it which have made
an even greater production of it.
In every sense "Outcast" is a one hundred percent box-office attraction.
ADOLPH ZUKOR PRESENTS
Elsie Ferguson
m o
Outcast"
Relea
December
A John Robertson Production
Released
December 18, 1922
PEXRHYX STANLAWS, who has won distinction as a producer equal
to his distinction as an artist, with such pictures as "At the End of
the World," and " The Law and the Woman," never has had such an ex-
cellent story to work with as "Singed Wings."
It is the tale of a Spanish dancer on San Francisco's waterfront, and it is
obvious that this is a part eminently suited to Bebe Daniels. The star
excels in her characterization of the girl who fights off men until a great
love comes, and then risks all for his welfare.
Rich, picturesque, colorful, in atmosphere and settings, tempestuous and
romantic in story, and profound in heart appeal, "Singed Wings" is the
greatest picture in which Bebe Daniels has ever appeared.
A notable cast from the great Paramount stock company is in support,
headed by Theodore Kosloff, who has a role similar to the one he played in
"The Green Temptation". In this role he will be seen in some of the
dances that have made him famous the world over.
Katherine Xewlin Burt wrote the story, which appeared in the Cosmopolitan
magazine.
ADOLPH 2UKOR. PRESENTS A
Penrhyn Stanlaws production
Singed Wings
k* WITH
Bebe Daniels
ADOLPH ZUKOn^-
PRESENTS
Thomas Meighan
GEORGE ADE'S
Back Home and Broke
'Directed by oAlfred (jreen
HERE is one that has everything
desirable to achieve big success —
Star, Author, Story and Director.
Thomas Meighan — the Good Luck Star
— has only successes to his credit. His
recent efforts in'The Bachelor Daddy,"
"Our Leading Citizen" are well re-
membered.
George Ade is America's foremost
humorist, and the man who wrote
"Our Leading Citizen." His wit is
irresistible and the themes of his stories
are genuinely laughable.
The story is of a youth who went away
to make his fortune and was so modest
when he had made it that he preferred
to come back and be regarded as a fail-
ure until he should be fittingly able to
show otherwise.
Alfred Green, the director, is one of the
newest of the Paramount directors and
has already produced such successes as
"The Bachelor Daddy" and "Our
Leading Citizen." He also produced
Mary Pickford's great picture "Little
Lord Fauntleroy" and is the director
of "The Ghost Breaker."
Moving with a snap and a sparkle, the
picture should prove one of the most
wholesome and genuinely entertaining
of the season.
With Meighan, Ade and Green you
have a sure-fire combination.
Released December 25, 1922
NOT since Cecil B. DeMille's "Forbidden
Fruit" has Agnes Ay res appeared in a
picture so eminently suited to her beauty and
talents.
As the pampered product of a millionaire
home. who. after many strenuous experiences,
discovers that other values than wealth exist
in life, she is superb.
As the title implies, the star wears some
gorgeous gowns ; her wardrobe for this picture
is probably the largest ever used in one pro-
duction. Beautiful and luxurious sets form
splendid backgrounds for this great drama of
a woman's soul.
Paul Powell will direct. He will be remem-
bered as director of some of Mary Pickford's
greatest successes and manv successful bier
Paramount pictures.
AOOLPH ZUKOfV
PRESENTS
Agnes Ayres
J? Daughter qfLuximj
By Beulah Marie Dix
Directed bv Paul Powell
Released January 1. 1923
PRESENTS A
George Fitzmaurice
PR.ODU CTION
Kick. In'
BY WILLAKD MACK.
WITH
Betty Compson
AND
Bert Lytell—
JOYOUS rip roaring Wallace Reid comedy-drama.
1 *■ A picture built for laughs and thrills, with a
perfect cast.
The star more than duplicates his famous successes of
"The World's Champion," "The Dictator," "Across the
Continent" and other laughter makers. The story is
one of sustained merriment and hilarious situations.
James Cruze, who made "One Glorious Day" and "Is
Matrimony a Failure," is the director, and the great
productions he has made with Wallace Reid as star in
the past are re-echoed in this one.
The tale is a farcical one, of a chap whose intentions
are always misunderstood and who upon one occasion
goes to jail for thirty days in order to escape the con-
sequences of one of his acts.
The picture has ginger, sparkle and pep and moves
with a swiftness that piles laugh upon laugh, inter-
spersed with moments of thrill and wonderment.
The authors are A. E. Thomas and Clayton Hamilton,
the former of whom collaborated in the writing of "The
World's Champion," which starred Wallace Reid with
great success.
^follace Reid
Directed by James Cruze
JESSE L LASK>'
PRESENT?
i N
^ftiirtu Days
Released January 15, 1923
What a title for ^Valentino —
"qA Spanish Cavalier!"
ANOTHER unique role for the popular new
Paramount star — this time as a swashbuck-
ling adventurer, fighting for a lady's honor in a
glamorous, romantic love tale.
As everyone knows, it is in romantic, dashing roles
that Valentino has won his success. No one is
better suited than he to this great role.
"A Spanish Cavalier" has been adapted from the
stage classic, "Don Caesar de Bazan," which has
been perennially successful. It is full of action,
melodrama, and romance, and gives the star
greater opportunities than he has ever had.
The story was written by Adolphe D'Enery,
author of "Orphans of the Storm," the mighty
Griffith spectacle, in collaboration with P. S. T.
Dumenier. It has served as a vehicle for some of
the greatest actors in history, including Booth,
Barrett, and Mansfield.
It will be produced on a lavish, spectacular scale,
and the cast will be made up of members of the
great Paramount company who have strong box-
office appeal.
JESSE L. LASKY— PRESENTS
RodolphWentino
*Jhe Spanish Cavalier
Scenario by June Mathis
A PETER B. KYNE novel
with a red - blooded
story and title and starring
Jack Holt! Suchis'Mak-
ing a Man."
Jack Holt is never more
ideally cast than when he
has a part which calls for
him to fight upward to vic-
tory from the position of
the under dog.
It is the story" of a man who
makes a fortune, then goes to
New York and loses everything
that would identify him. He
cannot establish the fact that he
has money and is forced to work
himself out of the situation.
Peter B. Kyne has endeared
himself to Paramount audiences
with "The Valley of the Giants",
"Cappy Ricks", and "While
Satan Sleeps."
Joseph Henabery has made
many successful productions
with Wallace Reid, Douglas
Fairbanks, and other stars.
Here you have a picture with
everything to commend it!
JESSE L LASKY PRESENTS
a Peter B Kyne special
Jack Holt
IN
Waking aWflan
Directed by Joseph Henabery
Scenario
by
Albert Shelby Le\ino
ADOLPH ZUKOR
PRESENTS
Alice Brady
"missing millions"
T
HE public loves a good crook story -
here"s the Big Ace of them all.
-and
Jack Boyle wrote it. He's the author of "The
Poppy Girl's Husband," in which Bill Hart
scored one of his greatest successes, and
" The Face in the Fog."
"Missing Millions" ran in Red Book Magazine,
which has a circulation of 750,000 readers.
The story centers around the two most be-
loved underworld characters in fiction — "Bos-
ton Blackie" and his pretty, peppy pal,
"Mary." This pair has appeared in every
big magazine in America and between the
covers of a score of popular books. Every-
body knows them.
In this picture, "Boston Blackie" and "Mary,"
to revenge themselves upon the
man who wronged "Mary's"
father, defy death and America's
best detectives in order to steal
$2,000,000 in gold nuggets from
a steamer bound from Alaska.
Then, because an innocent per-
son is accused of the deed, they
return the money.
The picture is literally crammed
with excitement and rapid-fire thrills. Alice
Brady is right in her element. Beautiful,
daring, and vivacious, she will be a dazzling
revelation to picture audiences.
A COMBINATION of producer, star and
author that means a sure-fire success.
William de Mille is in his element in this story
of a young girl whose head is turned in the
struggle for fame, but who finds love and happi-
ness in the end.
Bebe Daniels in the leading role, wears striking
and daring costumes, and appears in the most
varied characterization of her entire career.
All her past successes, including even "Anatol".
"Why Change Your Wife1" and "Male and
Female", are eclipsed by "Notoriety".
Clara Beranger, who wrote the story especially
for Mr. de Mille and Miss Daniels, under the
producer's personal supervision, will be remem-
bered as the author of Mae Murray's biggest
success. "The Gilded Lily", and of Gloria
Swanson's "Her Husband's Trademark". She
also adapted "Dr. Jekyll and Mr. Hyde" and
many other Paramount Pictures.
A cast selected from the great artists which you
can see on pages 6 and 7 of this book assures
you great box-office drawing power.
ADOLPH ZUKOR PRESENTS A
William rieMiHe t»°duCt
ion
with Bebe Daniels
by Clara Beranger
More Valuable Than the Kohinoor Diamond
********
* M
£ *
This trademark cost Fifteen Million
Dollars —
But it's worth more than that to you!
Since it was first devised, fifteen million
dollars have been spent to make it known
to every man, woman and child in the
world —
To make it known as the symbol of the
best pictures that can be made —
To make it known as a guarantee of per-
fect entertainment.
So when you show Paramount Pictun
you are tying up with an advertising can
paign that has reached every part of th
world continually, for ten years.
When the people of your town see th?
trademark in your ads, in your lobby, the
know they will see a picture with a gre;
story, the finest directorial skill, perfei
photography, and a cast of supreme e.
cellence.
If you think advertising is worth a nicke
you know this trademark is worth a fo
tune!
FEATU
\i AT THE CAPITOL, Hieworlds lageg Hieafre
-if
<«r» , witti His
Jravelaiiffhs" r;
Us r~ ? wes
us Genuine IVoveJfv
Hy Mayer in his - , ^"^ty
they are . ey are enteW=- ■ ey are
tvpes »f .1 arawings of iL„ Ihey are
survey o,*?? ""Mediate tealES**?'""'*
nf .u M tfle artist Ti!„ -ty "nder the
Mr M ttent,on- desires to
leases. tS!*^ sho*s us l£fe .„
»oman !, "Iay °e that „f hat fad«
nS'^^nd her £res ""Sif-
pnses. are Med With amusing ™e
"iche" for110nab,y «<ere wii, h
The World's
Largest and Finest
heatre Uses
HY MAYER'S
"TRAVELAUGHS"
How About Your House?
WHEN a brilliant showman like "Roxy" Rothafel features Hy Mayer's
Travelaughs in blazing electric lights on the marquee of New York's world-
famous Capitol Theatre you know there's a mighty good reason.
Mr. Rothafel KNOWS what motion picture audiences WANT. It's NOT
GUESS WORK with "Roxy." He has made a practice of giving real entertain-
ment to millions — the most exacting audiences in the world. He is ever on the
look-out for material that BUILDS PATRONAGE.
That's why Mr. Rothafel uses Hy Mayer's Travelaughs as a unit for his
program— REGULARLY !
That's why Hy Mayer's name blazes forth from the marquee of the
Capitol. That's why you should get busy RIGHT NOW AND BOOK THE
TRAVELAUGHS YOURSELF.
IF YOU'RE WIDE-AWAKE, YOU'LL FOLLOW "ROXY'S" DOPE!
iCOK 'EM
See your nearest R-C Exchange
BOOST 'EM
ANNE
Of Little Smoky"
©ith Winifred Westover
4)olores Cassinelli-Frank Sheridan -Joe King and a notable cai
^Presented and
distributed, by
PLAYGOERS PICTURES
Fore/gn Hepresentat/ve
Sidney Garrett
"A good, snappy
melodrama"-N. Y.
Morning Telegraph.
"Unusual and off
the beaten track" —
Film Daily.
"Physical atmos-
phere is compelling,
romance is well em-
phasized. With such
a title and cast, no
reason why any ex-
hibitor should not
make money"-M
tion Picture News,
HA'starta
Physical Distriitc
Pathi Eicmaw
Handle With Care
A KEEN SATIRE ON PROBLEM PLAYS
PLAYS D 6Y>
GRACE DARMOND
HARRY MYERS JAMES MORRISON PATSY RUTH MILLER.
LANDERS STEVENS WILLIAM COURTLEI6H WILLIAM AUSTIN
"There are far too few pictures like this one
on our screens." says the Louisville Herald.
"It takes the serious question of how to handle
It Will Bring Them Out and Bring Them In!
women and laughs at it — and you laugh at it
and go home feeling that you've had a real
treat."
AN AL AND RAY ROCKETT PRODUCTION
^SOCIATED EXHIBITORS
ARTHUR S. KANE, PRES.
FOREIGN REPRESENTATIVE
SIDNEY GARRETT
Physical Distributors
Moulin Rouge
Months before you saw it we told you that "My
Old Kentucky Home" was a big picture that
would be snapped up instantly by the nation's
great first runs and circuits. This Ray C. Sinallwood
Pyramid picture exceeded our own predictions.both
in popularity and power. It is playing everywhere.
Months before you saw it we said Betty Blythe
in "His Wife's Husband" would be another
smashing Pyramid success. Now it is confirmed
by critics' notices and by first run accounts that
book it immediately. It will soon be playing
everywhere.
We now give you forewarning that the third
Pyramid picture, Ray C. Smallwood's "Queen
of the Moulin Rouge" is the biggest of all the
Pyramid productions — tremendous in its pictorial
and dramatic qualities; unrivalled among all the
present year's big pictures in optical appeal, and
the very best work of a powerful director noted
for a long string of big screen successes. "Queen
of the Moulin Rouge" will be ready for early
June release. It will play everywhere in all the
biggest theatres.
In Canatla: Canadian Helming Corporation. Limited
16 EXHIBITORS HERALD May 27; 1922
"There Were Crowds At GRAUMAN'S
MILLION DOLLAR THEATRE!
(Western Union Telegram)
LOS ANGELES, MAY 4, 1922
HUNT STROMBERG
HOTEL ASTOR
NEW YORK CITY.
SINCE YOU LEFT TOWN JUST WANT
TO LET YOU KNOW THAT WE HAD
KNOCKOUT WEEK WITH BULL MONTANA
IN HIS COMEDY "A LADIES MAN." I
AM ABSOLUTELY SURE THIS PICTURE
WILL PROVE A BIG DRAWING CARD
ANYWHERE AS BULL MONTANA IN MY
OPINION IS A GREAT NOVELTY BET.
SID GRAUMAN
There'll Be Crowds At Every Theatre!"
ay 27, 1922
EXHIBITORS HERALD
17
4er M ost Novel Production!
The American Beauty
in a dramatic plot with
whirlwind action on a
tropical isle in the South
Sea s — w i t h all the
beauty — t h e mysticism
and glamor of the
Orient — And filled with
Mystery — Thrills
Suspense — Love
.'P. Schulberg
presents
CATHERINE
^ First National
Attraction
MacDONALD
in her latest and
most picturesque drama
''The Infidel*'
written by Charles A. Logue
and directed by James Young
This is the third of Katherine Mac-
Donald's new series of better and finer
pictures which are unsurpassed in
artistry, beauty of settings and scenes
and lavishness in production. This
series also includes "The Beautiful
Liar" and "The Woman's Side."
Hherell be a Franchise every i where
Breaks All Picture Records Pk j
ing On Percentage Bass
Here's the most remarkable record yet'
"The Silent Call" plays to 792 consecutive
performances in 14 weeks run — which beat;
every other picture record — and it wa;
played on a percentage basis and not a forcec
run. Read Mr. Miller's telegram!
■-
CLASS OF SEli^BI
•6Tr^tW
Telegram
Oay letter
Blue
Night Message
Nlte
night Letter
N L
II ncn* ol these three , symbols
appears alter the check (nambei ol
words) this is a lelenram. Oihei-
wisells character is indicated by the
symbol appearing aher ths cr-eck.
WESTERN UNION
WESTERN UNION
NEWCOMB CARLTON. PRESIDENT GEORGE W. E. ATKINS, FIRST vice-president
CLASS OF SERVICE
STMB
Telegram
Day letter
Blm
Night Message
Nlti
Night Letter
N I
II none ol mete thret cymb
appears alter the check (numbei
words) this is a telegtam Oth
wiseils character is indicated br
fynbol apptanna alter the check
RECEIVED AT
D213GS 8 3i4 2 EXTRA
1922 ^Y4AU12
H LCS ANGELES CALIF 3
15
ASSOCIATED FIRST NATIONAL PICTURES INC
6-8 WEST 48 sVnEWYORK NY
DfE HOPED TAKE YOUR PICTURE THE SILENT CALL OFF THIS SATURDAY
AT OOKLUSION ITS 7 3 6 CONSECUTIVE PERFORMANCE TO CAPACITY
AUDIENCES AT MILLERS THEATRE BUT PUBLIC WONT LET US CONSEQUENTLY
WE ARE HOLDING PICTURE OVER FOR FOURTEENTH WEEK AND RUN WILL
CONCLUDE MAY THIRTEENTH AT END OF 7 9 2 COlSECUTIVE PERFORMANCE
STOP WE KNO^ IT WOULD RUN LONGER BUT WE HAVE POSTPONED BOOKINGS
OTHER PICTURES SO MANY TILES WERE AFRAID GO ON FILM ROW IF WE
DELAY SCHEDULE LONGER
FRED MILLER MILTERS THEATRE
J.
H. O. DAVIS
presents
From Hal G. Evarts' story, "The
Cross Pull," in the Saturday
livening Post.
Distributed by Associated First
National Pictures, Inc.
"The Silent Cal'
A Laurence Trimble
Jane Murfin Production
Released on the Open Market — Available to All Exhibit
MARTIN J. QUIGLEY
PubliaLer & Editor
* ISSUE OF *
May 27. 1922
The Convention in Review
By MARTIN J. QUIGLEY
\\/T'- would like to forget about the Washington
convention; we would like to consider it just
an unfortunate accident and the less said about it
the better. However, there are some phases of
that session and some events which will grow out
of it that should receive comment.
There will be many who will charge full re-
sponsibility for what happened and what did not
happen — which is decidedly more important —
against Mr. Sydney S. Cohen. This will be a
manifestly unfair attitude. Whatever else may
be attributed to Mr. Cohen, it must be admitted
that had he foreseen what was to take place at
Washington it could only have appeared to him
•as a nightmare. Mr. Cohen has had. and still
has. a very insistent determination that he shall
he a big part of the exhibitors' show, but he has
also a hearty desire that the exhibitor get some-
where, that the wrangling past be lived down and
that the theatre owner become a party to a pro-
gram of service and progress.
We feel that had Mr. Cohen been given a
chance he would at least have given the exhibitors
who came to the convention something that would
have afforded them a justification for the expendi-
ture of the time, effort and money involved in
making the journey to Washington. Instead,
however, every exhibitor present, except those
who are members of the political ring, and others
Hvho find contentment in an opportunity to make
a speech, left Washington with the feeling that
they had been victimized.
+ $ $
T'HE Cohen- Walker controversy was a down-
right fiasco which got nowhere and accom-
plished nothing except to sidetrack every possi-
bility of the convention being a constructive busi-
ness session. Xew York State Senator James J.
Walker failed to make any particular impression
upon even those who had come to Washington
"ith a burning hope that Mr. Cohen would be cut
to ribbons. Despite Senator Walker's acknowl-
edged oratorical ability he failed utterly, either
because he had few facts which had any real bear-
ing on the case outside of the Times Square dis-
trict, or if he did have them — which is not unlikely
— he refrained from using them. In various
instances Mr. Walker came right up to the line
of saying something but each time he fell back on
a superficial oratorical flourish, remembering,
possibly, that until the past few months he knew
just about as much of what was going on as did
Mr. Cohen.
At any rate, the controversy eliminated the
possibility of a constructive convention, both be-
cause it destroyed the morale of the delegates and
because it wasted a great deal of valuable time. It
should be noted that responsibility for this cannot
be placed upon Mr. Cohen because he certainly
did not seek the controversy at convention time,
and once that it was in the air there was nothing
for him to do but to throw up his best defense
against being removed from office under fire. He
should not have been a candidate for re-election
but. in face of the fact that he actually was. there
was nothing for him to do but to stand his ground
against the pre-convention squabble that had been
stirred up.
/^OXSIDERIXG this convention as typical it
^ woidd seem that the only matter of real im-
portance to the organization is who is to be presi-
dent— whereas the truth is that the election of any
particular president, including Mr. Cohen, is a
matter of minor importance, there being at least
several hundred theatre owners in the eountry
who could discharge the duties of the president's
office, one just about as well as another. Yet. take
the election and all the maneuvering leading up to
it and following it out of this convention and there
wouldn't be anything left but a visit to Wash-
ington.
We repeat: Mr. Cohen should not be blamed
for this and we certainly hope that he shall
(Continued on next page)
20
EXHIBITORS HERALD
May 27, 1922
.MARTIN J. QUIGLEY
PUBLISHER/ ZP EDITOR
Published every Wednesday by Martin J.
Quigley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois. (Tele-
phone: Harrison 9248-9249.)
Blew York Office: 1476 Broadway. (Tele-
phone: Bryant 1368 and Bryant 5111.)
Los Angeles Office: 453 South Spring St.,
(Telephone 660-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV.
May 27, 1922
No. 22
(Continued from p. 19)
not be blamed because if order and
progress is to be restored and the
Washington embroglio is to be forgot-
ten he must receive encouragement and
cooperation. At least the majority of
delegates at Washington wanted Mr.
Cohen reelected. We can't say just
how many wanted his reelection be-
cause the scheme of operation in vogue
on the convention floor did not waste
much time on those who were sus-
pected of differing with the majority
but this does not matter except for ar-
gument purposes because without ques-
tion the majority wanted him and they
got him and the minority, even if given
a chance to make known their prefer-
ence, would only have wasted their
votes on someone who could not be
elected.
Right or wrong, Sydney S. Cohen is
your president and as neither the issue
over the presidency nor Mr. Cohen
himself is of sufficient importance to
your organization to be permitted to
perpetuate strife, discord and disunion
it behooves theatre owners who are
identified with the organization to for-
get the wrangling of the past few
weeks and go back to work seriously on
organization affairs and try and bring
that day nearer when the Motion Pic-
ture Theatre Owners of America will
be what it should be.
However dark the Washington ses-
sion was it is only natural that there is
one bright ray of promise to be found
in it and this is disclosed in the fact
that fate has jockeyed Mr. Cohen out
of his unreasonable position of antag-
onism against Mr. Will H. Hays which
was based on nothing better than an
erroneous impression that such an at-
titude would be popular with exhibitors.
When, a few weeks ago, Mr. Cohen is-
sued a circular to exhibitors which was
calculated to drive theatre owners from
thought of cooperation with Mr. Hays,
when Mr. Al Steffes at a Minneapolis
meeting endeavored to create suspicion
with reference to the Hays program
and when other misguided Cohenites
chimed in the chorus of "producer
plot" this publication protested. We
are now happy to congratulate the
Washington convention on its sensible
decision to meet calmly and collectively
with Mr. Hays and see what can be
done about many things that all agree
that something should be done about.
If the stormy passage in Washington
was necessary in order to reach this
goal, then, indeed, it was not all in
vain.
* * *
THERE never has been a time when
the exhibitors' organization did not
have an opportunity rich enough to
justify the most heroic work, but rich
as has been the opportunity in the past
it is richer today than ever.
Almost within immediate reach there
are many things that the exhibitor has
been striving for in vain for many
years.
This year should be and can be a
year of concrete progress. The de-
pression that has existed for many
months is at an end. Producers are not
only willing but are sincerely anxious
to work with the theatre owners for the
solution of the industry's common prob-
lems.
Forget the politics and the partisan-
isms of the organization and go to work
like sensible business men in an effort
to advance the industry and thereby
advance your own individual enter-
prise !
IN THIS ISSUE
OF SPECIAL INTEREST
First Nntlonal Launches Nation-
Wide i:\plnltatlon System 51
I'ornninuni Announces Complete
Publication Schedule for Six
Months 55
NEWS OF THE WEEK
I'hcntrc Owners Pin Hopes on Con-
ference with Hays 21
lima Towns In (.rip of Sunday l.i'K-
Islntlon llnttle 24
Loeti Opens LmI Theatre l» World's
CJrentcst t luiln 25
\ini-ri<'nn Films Rule iii Canada,
i.o\ eminent Iteports Show 26
llodklnson to Handle Output of Hen
Atlnntn Enterprise 33
Agreement Sinned by Michigan
League and Exchanges 34
Bigots Hedge at Hearing on Meas-
ure to Probe Industry 35
DEPARTMENTS
Pictorial Section 27
The Week In New York 32
Money Making Ideas 36
The Theatre '^J
\ i*w ^pictures ^
Public Bights League 45
Reviews 4"
Letters from Headers 68
What the Picture DM for Me 69
equipment 81
•\\ licrc-to-llu>-ll" Section 85
( hleaVO Trail.- Events 86
QnldC to Current Picture* 88
Re -Takes
J. R. M.
Well, everybody lived through the
convention, although some will never be
the same.
* * *
The next one is to be held in Alaska,
out of deference to those who want to
play "freeze out."
* * a
Those meteors that are playing tag
with us probably are looking for some of
that bootleg ether.
Things in General
By DAN E. DAILY
Well, I see where a nag called "Mor-
vich" won the Ky Derby. This hain't
anyth'g to do with pitchers, except I lost
four bits on the race, And a lot of other
bum guessers did likewise. I was bettin'
on "My Play" but app'rntly the plot was
too thick. But shaw, what's four bits.
I'll hold out on the hat check boys at
the big host'lrys till I make it up. Cause
it was one of them birds ga'me the tip
He said his brother slept with the horse
Now I know why he didn't win.
Well I see where Ned Holmes is
gathering all the loose exploitation mer
under his wing. Gosh, we knew Nec
when he only had one fillum to 'xploit
But his ads. sold seats when the ol
th'rmometer regist'd 110 'cause he kepi
tellin' 'em every seat was ice coled. An
they b'lieved it. For a while. But wit!
his han'some photo in ev'ry trade pape:
we'll bet he's all puffed up now, and ha:
forgot the LaSalle Op'ra House and tin
hurrying throngs — that hurried by. Ned'
a good scout. A reg'lar guy. An' we'ri
for him. Good luck N. H.
War News
The Script says that General Apath
has attacked the Screen Writers Guile
out on the Coast.
* * »
Writers Explain Everything
We are enlightened by the news tha
the novelists of America "are fatigue
by the complexity of perceptions whic
civilized life offers to our intelligences.
We wondered what was the matter wit
their stuff.
* * •
Hollywood Vindicated
Pete Smith says coke snuffers in Holl>
wood are as rare as hen's molars, if nc
more so. Which ought to put to sham
all this talk about what a terrible plac
Hollywood is. Or, as the Irishman r<
marked: "Half the lies they tell aboi
the Irish ain't so."
• a *
Fooled Us
A Los Angeles medium says Anani?
is not dead, which renews our faith i
fortune tellers.
• * •
Mess Up the Roads
Chicago motorists complain they can
make any time going through the loo:
Pedestrians are too thick.
[ay 27, 1922
EXHIBITORS HERALD
21
*adio Music Replaces
Striking Musicians at
St. Louis Playhouses
(Special to Exhibitors Herald)
ST. LOUIS, MO., May 16.— Radio
ncerts have replaced the musicians on
e program of the Missouri theatre and
; new Grand Central, leading motion
rture houses of St. Louis.
The musicians were dispensed with
ay 1 because the local union of the
jsicians Mutual Benefit Association de-
ned to submit to the theatre owners
new contract providing reductions in
iges and a more equitable working
;reement.
Judging from the attendance at the
;atres the loss of the musicians has not
. ected the patrons.
Villard, O., in Grip
Of Sunday Show War
(Special to Exhibitors Herald)
WILLARD, O., May 16. — Petitions
Ive been circulated in protestant
(arches, and liberally signed, asking the
<y council to enact a new Sunday clos-
i» ordinance, and the city is now in the
ip of an anti-Sunday show war.
The matter came to a crisis when per-
ssion was asked to screen an indus-
al film free of charge on Easter Sun-
hurches Plan Drive
On Sunday Theatres
" (Special to Exhibitors Herald)
\\TLSON", OKLA., May 16.— A con-
<-ted effort on the part of churches in
is city is planned to get theatres to
i continue shows on Sunday. Three
luses have signified their willingness to
:>p their Sundaj' night shows and, in
: dition, it is reported, have agreed to
!"e benefit performances for the
i jrches.
heatre Gives Free
Shows for Farmers
(Special to Exhibitors Herald)
jXYDER, OKLA., May 16.— The Gem
t:atre has started giving free shows for
: mers on Saturday afternoons. All
i mers in the community are invited to
1 guests of the theatre. Special efforts
;• made to obtain suitable subjects for
t;se occasions.
ired Meyer Confined
To Home by Illness
(Special to Exhibitors Herald)
HAMILTON, O., May 16.— Fred S.
- yer, managing director of the Palace
tatre and well known exhibitor, is con-
jcd to his home with an attack of
Grippe. Indications are that it will
I some time before he will be able to
•' ume his duties at the office again.
Ikouras Cuts Vaudeville
(Special to Exhibitors Herald)
ST LOUIS. MO., May 16.— Skouras
others have announced that beginning
!st week the Empress theatre will dis-
' Uinue vaudeville and play feature mo-
n pictures, changing its program once
i veek.
Theatre Owners Pin Hopes
On Conference With Hays
Distribution Plans Fail to Stir Enthusiasm on Floor
of Convention— New York State Situation is
Still Uncertain— Push Election Protest
By Edwin S. Clifford
(Managing Editor, Exhibitors Herald)
NEW YORK, May 16. — Instructing its committee on business rela-
tions to arrange a conference with Will H. Hays within, the next thirty
days, the Motion Picture Theatre Owners of America sidetracked all
action on matters affecting production and distribution and brought their
convention to a sudden and unexpected closing Friday morning, May 12.
Among the things that had been expected to come up for decision
were a half-dozen cooperative distributing arrangements and several propo-
sitions affecting relations between exhibitors and the exchange systems.
Fighting Front Disappears at Close
At Thursday's and Friday's sessions, only a handful of delegates par-
ticipated. Practically all of New York's delegation retired from the con-
vention hall after the reelection of Sydney S. Cohen, and scores of other
delegates departed for their homes.
The pugnacious tone of the early proceedings disappeared almost en-
tirely. The words "harmony," "cooperation" and "compromise" appeared
in most of the speeches. The gavel was laid aside by the chairman.
Financial Situation Cause of Concern
Friday, the financial situation of the organization was presented to the
convention by President Cohen, and Marcus Loew. Although no detailed
report was made, it was indicated that very few of the state organiza-
tions had met their quota and the treasury was not only depleted, but a
deficit existed. Cohen stated that he had tired of writing personal checks
and attempting to accomplish something with insufficient funds.
"There will be no M. P. T. O. A. unless money is forthcoming," warned
Marcus Loew.
Negotiable notes signed by officers of the various state units were
asked for. A considerable sum was pledged in this way, with thirty and
sixty day stipulations to permit the raising of the needed funds.
Hays Conference to Shape Future Course
It was apparent that the entire organization is pinning its hopes on
the outcome of the conference with Will H. Hays. All producers and dis-
tributors, who care to participate, are to be invited in.
The business relations committee, temporarily at least the most impor-
tant functioning body in the exhibitor organization, is as follows: W. A.
Steffes, chairman; J. G. Rhode, W. R. Cadoret, Howard Smith, H. J.
Herrmann, David Keiserstein, Mike Rosenbloom, E. H. Bingham, James
C. Ritter, J. S. Lustig, C. C. Griffin, R. F. Woodhull, W. E. Steifel,
C. E. Whitehurst, W. E. Waterhouse, Abe B. Hyman, David Cohn, A. A.
Elliott, J. E. Kirk, Joseph Saperstein, McFee of Maine, S. H. Borisky,
and J. B. Dibelka.
Little Enthusiasm for Distribution Plan
Little enthusiasm was shown on the floor over the various plans to
enter production and distribution. David M. Hartford, president of the
M. P. D. A., who submitted a plan of furnishing productions to an ex-
hibitor-owned distributing system, was deluged with questions after he
finished his talk.
Hartford was applauded early in the session, but the discussion after-
wards became a criticism and defense of the First National franchise plan,
with the sentiment favoring First National. Hartford had criticized the
First National plan as "wasteful."
Propositions from Yitagraph and Hodkinson were referred to but not
discussed. It was announced that the Minneapolis plan of an exhibitor-
owned exchange system for independent producers is still being con-
sidered. • All of these propositions were apparently considered advisable
only as defensive measures if negotiations with Will H. Hays did not
bring an understanding. Their disposal was left to the business relations
committee.
Avoid Definite Break in N. Y.
A definite break in New York state was avoided by the convention,
when a petition from Howard Smith to be granted a charter to extend the
22
EXHIBITORS HERALD
May 27, 1922
New Official
s of
M.
P. T. O.
A.
1
^4 1
Glenn Harper, long active in or-
ganization circles in Los An-
geles, was elected first vice presi-
dent at the Washington conven-
tion of the M. P. T. O. A.
C. A. Lick, former president of the
Arkansas unit of the national or-
ganization, was the choice of the
convention at the capital for
third vice president.
M. Van Pragg, president of the
Kansas organization, who has
been an official of the national
league since its inception, was
named recording secretary.
1
John T. Collins, long identified
with exhibitor organization in
New Jersey and formerly chief
executive of the state league, is
the new treasurer.
Al Steffes
M. P. T. O. of Western New York, to
include the entire state north of the
Bronx, was referred to Sydney S. Cohen
for decision.
The situation in New York is still un-
certain. The New York delegation de-
nies that it "bolted" the convention, tak-
ing the position that the'entire proced-
ure was illegal and that they declined
to participate. They state they intend
to push their protest against Cohen's
election.
Several southern states are said to be
awaiting the outcome of this protest be-
fore definitely de-
ciding on with-
drawal from the
organization.
Resolution Is
Sidetracked
In the closing
hours, a resolu-
tion announced by
i t s sponsors as
"branding" the
trade papers was
buried in commit-
tee.
A small group
had drawn a reso-
lution, purporting
to be an analysis
of trade paper financing — the insinuation
being that the press is subsidized by its
advertisers.
The resolution met little sympathy
from the majority of those present and
died where it started. The convention
did, however, pass a resolution declar-
ing a New York reviewing service to be
opposed to the theatre owner's best in-
terests.
To Have Reviewing Service
The last resolution apparently was for
the purpose of paving the way for the
M. P. T. O. A. to incorporate a review-
ing service in "its weekly" — the "weekly"
referred to perhaps being the Exhibitors
Bulletin which has been issued in the
past at irregular intervals. A second
resolution authorizing the officers to
consider the advisability of issuing a
"fan magazine" was passed.
Other resolutions endorsed the Urban
Movie Chats; opposed the showing of
commercial film in schools and churches;
provided for the appointment of a Vigil-
ance Committee to warn the public
against buying ' worthless stock in pic-
ture companies; thanked the Washing-
ton exhibitors for their entertainment;
urged exhibitors to participate in com*
munity work; re-
quested state or-
ganizations to do
nothing on com-
plaints against the
Hoy service
pending action by
the national or-
ganization, and
instructed the in-
surance commit-
tee to continue its
effort to get lower
rates.
Directors Are
Elected
The board of Joe Mogler
directors, which it
announced would have increased power
during the c o m i n g year, was
elided Thursday. It is as follows:
W. A. Steffes. Minneapolis; W. A. Tri e,
Connecticut; VV. I). Burfotd, Illinois;
Julian Bryi.awski, Washington; Gus C.
Schmidt, Indiana; Mike E. Comerford.
Pennsylvania; Claude E. Cadv, Michigan;
I. \V. McMahon. Ohio; H. B. Varner.
m —> #'
Small Exhibitors
Want Attention
Jake Alberts, Putnam, Conn., ex-
hibitor, presented the viewpoint of
the small town exhibitor when the
discussion of raising money for the
M. P. T. O. A. was brought up.
"The small town man must be
given more consideration before he
will pay," he declared. "To the
owners of little theatres, $10 and
$20 means something.
"Almost everyone who has had
a voice in this convention is a big
exhibitor. Almost everything has
been considered from the stand-
point of the big exhibitor. The lit-
tle fellow wants to see something
done for him."
North Carolina ; R. F. Woodhull, Ne
Jersey; A. R. Pramer, Nebraska, and E
ward A. Fay, Rhode Island.
Many Notables
Attend Dinner
The outstanding event of the conve
tion was the dinner on Wednesday nig
at the Hotel Washington which was i
tended by seven hundred persons. .'
imposing array of notables were presc
at the speakers' table, including: \Y
H. Hays, Secretary of the Navy Dcnl
Governor J. A. O. Preus of Minneso
Congressman W. Clyde Kelly of Per
sylvania, Adolph Zukor, W .W. Hodk
son and Marcus Loew.
Pleads for Co-operation
The stellar feature of the evening «
an address by Mr. Hays which mark
the deliverance of his first message
the exhibitors of America. In an int
csting and convincing address he pleac
for co-operation and united action,
covered practically the same points
made in his recent speech before I
Theatre Owners Chamber of Comme
in New York City.
The Hays address was received w
much enthusiasm and at the conclus
he was tendered a hearty demonstrati
It was very apparent that he had mil
a decidedly favorable impression <
First National
Probe Dropped
For the first time, Sydney S
Cohen announced at the conven-
tion what had happened to the in-
vestigation of First National.
"We found that the people mosi
interested in having the investiga-
tion pushed were competitors whe
wanted to see First National wipec
out," he declared. "The exhibitoi
can't afford to lose this supply o:
good pictures, so the investigatior
was dropped."
Discussions on the floor of th<
convention mirrored a very friendl)
feeling toward First National 01
the part of a majority of the ex
hibitors who talked.
lay 27, 1922
EXHIBITORS HERALD
23
hat regardless of what may have been
ie attitude of the majority of the dele-
ates before the dinner, the opinion fol-
ding the address favorable to the Hays
rogram of co-operation.
Present Gift to Cohen
Mr. Zukor in a brief talk asked that
ie exhibitors work with Hays for the
ilution of the industry's problems. Mr.
[odkinson and Mr. Loew also spoke
riefly.
At the conclusion of the dinner a plati-
um watch was presented to President
ohen by "Friends in the Xew York
^legation."
,asky Is Honored
On Eve of Sailing
anquet Tendered First Vice-
President by Zukor; Will
Meet Authors
(Special to Exhibitors Herald)
NEW YORK. May 16.— Adolph Zukor,
esident of Famous Players-Lasky Cor-
>ration. gave a luncheon in honor of
^sse L. Lasky, first vice-president of the
irporation, on the eve of his departure
1 the Olympic for a five-week sojourn
Europe. Covers were laid for twenty-
<. including Felix Kahn, Hugo Riesen-
Id, Gilbert Miller, general manager of
larles Frohman, Inc., and officials and
ecutives of Famous Players.
During his stay in Europe Mr. Lasky
ill visit England, France, Spain, Italy,
istria and Germany. He will be accom-
nied by Mrs. Lasky and Mr. Miller.
Will Meet Ibanez
Mr. Lasky has an appointment to meet
icente Blasco Ibanez. author of "The
nir Horsemen of the Apocalypse" in
adrid for the purpose of discussing
th him the details of the Paramount
dure. "Blood and Sand," starring
)dolph Valentino, which is now being
ide from Ibanez' book and play of the
me name. It is expected that the pic-
re, which is now nearing completion at
e Lasky studio in Hollywood, will be
lished in time to have a print sent to
adrid for the Spanish author's inspec-
>n during Mr. Lasky's visit.
Guests at Luncheon
Others at the luncheon were: Eugene
ikor, Sidney R. Kent, E. E. Shauer.
lian Johnson. E. C. King. H. G. Bai-
lee, Louis Swarts, R. W. Saunders,
ank Meyer. Elek John Ludvigh, Rob-
t Kane, Harry Durant. Ralph Kohn.
nry Salisbury, Charles E. McCarthy
rome Beatty. Claud Saunders. F. V.
lamberlin, John C. Flinn, Ingvald C.
;s and Sam Wood.
nti- Sunday Show
League on Rampage
(Special to Exhibitors Herald)
BRYAN, O., May 10. — The Bryan
iti-Sunday Moving Picture Show
•ague is obtaining affidavits to file
ainst the management of the Temple
eatre. which has been operating on the
bbath.
Williams county has become the cen-
of a hard fight between the "blues"
d the "anti-blues." The Rev. B. S.
cliols of Edon, president of the Wil-
ms County Ministerial Association, is
eking sufficient support from the public
close the theatres on Sunday.
Censorship Is Hit by
Pastor in Address to
N. J. Women's Clubs
(Special to Exhibitors Herald)
ATLANTIC CITY, N. J., May 16.—
Stating that censorship of screen and
stage was an infringement of the consti-
tutional rights of the American, the Rev.
Henry H. Rose, pastor of the Church of
the Redeemer, Newark, dealt a stinging
blow to persons who believe that the
public is not competent to judge for it-
self, at an address before the New Jersey
Women's Clubs. The affair was part of
a three-cornered debate during which
Cortland Smith, secretary of the Pro-
ducers and Distributors League advanced
arguments by the producers and Dr.
Ellis Oberholtzer of the Pennsylvania
state board of censors spoke in favor of
censorship.
"I do not believe in either federal or
state censorship." declared Dr. Rose.
"Censorship is apt to be controlled by
special interests, propagandists get hold
of it for their own purposes and politi-
cians become interested. By and by with
censorship you will have the American
people controlled from the outside in-
stead of by and for themselves from the
inside. Further it is an infringement on
the constitutional rights of the people."
War on Industry Is
Proposed by Pastor
(Special to Exhibitors Herald)
CINCINNATI, O., May 16.— Charging
that the motion picture industry is re-
sponsible for "the bulk of juvenile
crime," the Rev. Lloyd C. Douglas of the
First Congregational church, Akron, de-
clared that "we should unite in making
war on the unprecedented greed and
rapacity of this industry."
Rowland & Clark Open
New Pittsburgh House
(Special to Exhibitors Herald)
PITTSBURGH, PA., May 16.— Row-
land & Clark's new Manor theatre in the
Squirrel Hill district was opened yester-
day. The house, which has been under
construction for more than a year, seats
1.400 people.
24
EXHIBITORS HERALD
May 27, 1922
The big gymnasium scene from the Mack Sennett two-reel comedy "Gymnasium
Gym" in which Billy Bevan and Mildred June are featured. It's a First National
picture.
Iowa Towns in Grip of Sunday
Legislation Battle
Heat of Fight Centers at Ames Where Theatres Defy
Sunday Closing Rulings
(Special to Exhibitors Herald)
AMES, IA., May 16. — Ames, Grinnell and Cedar Falls, la., are in an up-
roar over the question of Sunday shows. Theatres in these cities are
operating on Sunday in defiance of rulings and efforts are being made
by reformers to have the managers fined and thrown in jail. The matter is
now before the District court at Nevada, where the decision to be ren-
dered is being- awaited with interest by exhibitors throughout Iowa.
As a result of the opening of motion
picture theatres in Ames in defiance of
an ordinance recently passed prohibiting
Sunday shows and the levying of fines of
$25 and $100 against Joseph Gerbracht,
manager of one of the houses of Blank
Enterprises, theatremen have taken is-
sue with the validity of the ordinance and
are waging a fight against the measure,
at the same time appealing the fines
levied. The situation at Grinnell and
Cedar Falls parallel to a great extent
that at Ames.
* • *
Since the recent election at Ames,
when blue advocates were victorious in
the issue, the theatres have refused to
close, claiming that sentiment is against
Sunday closing and that the election was
not a criterion because of the small num-
ber of votes cast.
Ired by the refusal of the theatres to
observe the ruling blue advocates at
Ames have organized a law and order
league for the express purpose of clos-
ing the theatres on Sunday. C. L. Fitch
has been elected president. Forty-six
members of the league have written and
wired Will H. Hays in an endeavor to
obtain his support against the theatres.
In counter to this the playhouse man-
agers have sent Mr. Hays a petition
sinned by 2,000 persons asking that th:-
shows be allowed to remain open on
Sunday.
Feeling is running at a high pitch.
Lawyers have been retained by both fac-
tion! to fight the issue to a finish. A.
H. Blank of Des Moines has appealed
to the Supreme court for an injunction
restraining the city from enforcing its
ordinance and arresting employes. Jus-
tice Stevens has delayed action until
after the case is tried in the District
court at Nevada.
* * *
That the situation has statewide as-
pects is seen in the stand taken by the
advocates that if they are successful in
the attempt to close Ames' playhouses,
a campaign will be launched to shut all
motion picture theatres in Iowa.
The theatres have been patronized by
a large attendance on the Sundays which
they have been open. They will con-
tinue to remain open until a final deci-
sion in the case is reached. In one in-
stance, it is reported, the mayor of Cedar
Falls ordered a theatre bolted and
chained to keep it from opening on a
Sunday.
Joseph Gerbracht, manager of tin
Blank Enterprises house is leading the
fight for the theatremen. Officers of the
law and order league besides Fitch arc:
J. V. McKclvey, vice-president; Mrs. C.
S. Curtis, secretary; and Maria M. Rob-
erts, R. B. Davidson and F. C. Edwards,
directors.
Will Produce Abroad
For United Artists
(Special to Exhibitors Herald)
LOS ANGELES, May 1G.— Max Lin-
der will leave soon for France to make
comedies for United Artists.
W. B. Frank Promoted
To Sales Manager of
Associated Exhibitor;
(Special to Exhibitors Herald)
NEW YORK, May 16.— W. B. Fran!
who has been assistant sales manager c
Associated Exhibitors, has been ap
pointed sales manager by President Ai
thur S. Kane. Mr. Frank has the uniqu
distinction of having risen from a plac
as field salesman to a desk in the hom
office, and finally to the head of a sak
department, without ever having serve
as a branch or district manager.
He entered the picture industry as
Pathe salesman in 1917 out of India'
apolis.
Asks Protection From
Interference by Unio
(Special to Exhibitors Herald)
FORT WORTH, TEX., May 16.-
G. Teeters, manager of the Lyric theat
here, has asked for an injunction agair
the theatre employes and the motion p
ture operators' union. He asks that th
be restrained from interfering with 1
business in any way.
Judge Terrell has taken the case unc
advisement but warned the theatre e
ployes to stay away from the Lyric tl
atre until after he has rendered a decisi
in the case.
Laporte Theatre Co.
To Build Big Hou
(Special to Exhibitors Herald)
LAPORTE, IND., May 16.— The 1
porte Theatre Company has been •
ganized here with an authorized cap
stock of $500,000. It will erect a thr ,
story store building to include a mot
picture theatre seating 1,700.
Officers of the company are A. Sc •
merfield, president; Norman Wolfe, vi •
president, and Jacob Levine, secret t
and treasurer.
Want Pictures That
Influence for GoA
(Special to Exhibitors Herald)
IDABEL, OKLA., May 16.— A ml
ber of women's clubs have asked exhi -
ors here to keep in mind principles \vl i
influence the education and morale i
the community in the selection of tl r
pictures. The request is in the form < >
petition signed by nine Ladies Aid* !
which co-operation for good patron e
of good pictures is also pledged.
Stern Plans to Take
Moran Unit to Euroe
(Special to Exhibitors Herald)
NEW YORK, May 16.— Lee M< n
and his supporting company may acc 1-
pany Julius Stern of Century come *
on his trip to England, to make a si *
of comedies there, according to p s
Mr. Stern has in mind. He will prff"
bly go abroad in July.
Exchanges Give Dane
(Special to Exhibitors Herald)
LOS ANGELES, May 16.— More I "
300 exchange men and their friends H
joyed their first annual dance at K. cU
Hall last Saturday.
Mav 27, 1922
EXHIBITORS HERALD
25
Theatres and Public
In Joint Conference
Public Invited to Meet by
Southern Enterprises
for Mutual Good
(Special to Exhibitors Herald)
ORLANDO. FLA.. May 16— Theatre
managers and the public met in a joint
conference at Orlando on May 9 and 10
for the purpose of exchanging business
ideas and taking the public and press
into the confidence of the organization
in order that a better understanding and
a more sympathetic attitude might be
established.
The conference was called by E. J.
Sparks, district supervisor of Southern
Enterprises. Inc.
At the business sessions each man-
ager was called on to present ideas for
securing new business during the sum-
mer months and talks were made by rep-
resentatives of the home office exploita-
tion department.
Managers Are Introduced
The Tuesday night session was thrown
open to the public in the new Beacham
;heatre. The twenty Florida managers
>f Southern Enterprises were introduced
:rom the stage. Mr. Sparks spoke on
he operation of theatres within the state.
Z. D. Cooley, of Tampa, spoke repre-
senting the managers. R. J. Thiesen,
nanager, non-theatrical department, At-
anta, dealt with the subject of visual
•ducation. L. L. Stewart, director ot
xploitation. Atlanta, presented the mat-
er of exploitation as it affects the public.
H. T. Jones, public relations representa-
'ive. Atlanta, dealt with the company's
policies and the movement for better
ilms from the standpoint of the public.
Believe Good Accomplished
An audience of about three hundred,
-penally invited, was in attendance at
he open sessions, and those in charge
eel that excellent results were accom-
plished.
Stars in Exhibitions
At Benefit Carnival
(Special to Exhibitors Herald)
' NEW YORK, May 16.— Leading mo-
ion picture stars and directors will par-
:icipate in sports and exhibitions in the
benefit carnival for the Film Players
Hub, the proceeds of which will be used
:o establish a sick and benevolent fund
:or the club.
The carnival will be held at Starlight
Park from June 5 to June 10 under the
nanagement of A. D. V. Storey.
Erect New Studio
Near Orlando, Fla.
(Special to Exhibitors Herald)
ORLANDO, FLA., May 16.— Work
3n the construction of a new two-unit
;tudio has been started near Orlando for
Associated Authors Productions, Inc., of
>vhich John Howard Carr is president.
Six pictures will be produced at the new
)lant for Associated Exhibitors.
Quits Distributing Firm
(Special to Exhibitors Herald)
SYRACUSE, N. Y.. May 16.— A. J.
^ardino owner of the Crescent and Hip-
podrome theatres has resigned as gen-
ial manager of Super Distributing Cor-
poration to devote all his time to his
playhouses.
Loew Opens Last Theatre
In World's Greatest Chain
Warfield at San Francisco Is Twenty-Sixth House
Erected By Company in Past 18 Months;
Circuit Extends Across Country
(Special to Exhibitors Herald)
SAX FRAXCISCO, CAL., May 16.— Loew's Warfield theatre at Mar-
ket and Taylor streets, the last link in the Loew Coast to Coast chain, has
been opened. This is the twenty-sixth theatre to be added to the circuit,
declared to be the largest in the world, in the past year and a half.
Circuit Numbers Approximately 300 Houses
The number of theatres in the Loew circuit are said to approximate
300. The chain extends from the Atlantic to the Pacific, through the South
and into Canada. According to Marcus Loew, head of Loew, Inc., the
Warfield will be his last theatre, at least for some time to come.
Scores of prominent players from the Los Angeles studios were in
San Francisco to attend the opening as the guests of Mr. Loew.
The Warfield will present a combina-
tion program — vaudeville and pictures —
at popular prices.
With the opening of the new Frisco
house, Mr. Loew has announced that he
will have the largest theatre west of the
Rockies. It is one of the most beautiful
theatres in this section of the country.
Is Easily Accessible
The Warfield is located in a section of
the city which real estate men say will
be the future heart of San Francisco. It
may be reached from any part of the city
by street cars, being located at the cor-
ner of Market and Taylor streets and
Golden Gate avenue.
All appointments and equipment are
of the latest and finest.
Opened Show in 1907
This great circuit of theatres has been
organized by Mr. Loew within a com-
paratively few years, his first adventure
in the motion picture field being in 1907,
when he opened a store show in Cincin-
nati.
The first theatre Mr. Loew erected was
Loew's National in the Bronx. New
York. That was in 1910. Since then the
circuit has shown a steady growth.
Parcel Post Rates
Increase Urged by
Postmaster Work
(Washington Bureau, Exhibitors Herald)
WASHINGTON. D. C, May 16.— In-
creased rates on parcel post matter is
proposed by Postmaster General Work
as a means of curtailing the deficit of
$100,000,000 sustained yearly by the Post
Office Department. No definite decision
as to how the change should be made
has been reached, but it is suggested that
an increase of one cent a package be
made, whereby $20,000,000 a year would
be added to the postal receipts.
The question of fixing new rates for
parcel post matter has been under in-
vestigation in the Post Office Depart-
ment since before former Postmaster
General Hays left the cabinet.
Sample Blue Sunday
Precedes Balloting
(Special to Exhibitors Hermld)
ENID, OKLA., May 16.— Enid, Okla.,
was "blue" last Sunday. A special elec-
tion had been ordered for May 12 to de-
cide whether amusement places shall
keep open on Sunday. Just to give the
natives an opportunity to know what a
"blue" town is like, all motion picture
shows, drug stores, soda fountains, cigar
stands and shoe shining parlors were
closed during all of Sunday.
The protest was effective and, al-
though the church element have been
working strenuously, it is freely pre-
dicted that the broad-minded citizenry
will vote down the Sunday closing blue,
ordinance.
RICHARD T R A V E R S and Muriel
Kingston in "White Hell" first of a
series of eight productions made by
Chas. E. Bartlett.
Premiere at Symphony
For New Lloyd Picture
(Special to Exhibitors Herald)
LOS ANGELES, May 16.— "Grand-
ma's Boy," new Associated Exhibitors-
Harold Lloyd feature had its world pre-
miere at Dr. Brockwedel's Symphony
theatre where it opened for an indefinite
run on May 14.
26
EXHIBITORS HERALD
May 27, 1922
GLADYS WALTON and George B. Williams as "Pappy" Rosenstein in a scene
from. "Second Hand Rose" a five-reel Universal feature.
American Films Rule in Canada
Government Reports Show
Type of Photoplays Popular in United States Also Are
Favorites in Dominion
T> WO reports of surveys of the film industry in Canada have been filed
with the National Association of the Motion Picture Industry, one by
George W. Shotts, American Consul at Sault Ste Marie, Ontario, and
the other t\y G. Bruce Andrews, Clerk at the American Consulate, Mon-
treal, having been issued by the Bureau of Foreign and Domestic Com-
merce, Washington, D. C, covering the provinces of Ontario and Quebec.
Both show that American pictures are supreme in Canada and that the
public fancy in that country is similar to American likes.
T X the district of Ontario practically
all pictures arc furnished through
agents in Toronto, the report states
There are five theatres in Toronto, the
largest of which is the Algoma, seating
1,200. The others arc the Orpheum,
Griffin, Princess and the Duchess. In
Sudbury there are three houses, the
Regent, Grand and Princess.
Prevailing price of admission for even-
ing performances is 35 cents. The
Canadian import duty oil film of all
kinds is 3 cents per lineal foot, plus a
sales tax of 4 per cent. The duty on
advertising matter is 15 cents per pound,
plus the tax.
* * *
There are no motion picture trade
papers or other film journals published
in the Ontario district, although motion
picture magazines are sold and circulated.
There seems to be an increasing de-
sire throughout Canada, says the report
to get more Canadian film views on the
market, and movements are being or-
ganized for that purpose.
In Montreal the same likes and dis-
likes prevail. At the larger theatres
spectacular productions and society plays
are the more popular, the report states,
while at the smaller houses, serials and
Westerns are being played.
There are 60 theatres in Montreal and
in within the consular district. The
largest are Loew's seating 3,06:2, the
Allen, seating 2,800, the Capitol with a
capacity of 2,700 and the St. Denis which
scats 2,300. Prices of admission vary
greatly the maximum being .">0 cents, ex-
cept for boxes.
* * *
The population of the district is about.
1,483,830. All tin more important
American trade journals are sold and
there is one French-Canadian publica-
tion called Le Film.
Lately several of the larger theatres
have been showing feature film with the
titles in both English and French which
appears to be popular.
There is a market in the district for
second run pictures which have been ex-
hibited at larger theatres provided the
prints arc in good condition as the duty
on films of this nature is the same as on
new ones.
News weeklies are shown at practically
every theatre, coming from American
companies.
Censor Is Ousted
{Special to Exhibitors Herald)
KANSAS CITY, MO., May 16.—
Henry Goldman, censor, who has been
waging a fight to retain his post under
the new regime of Mayor Frank Crom-
well has lost his job. James J. I.arkin is
his successor.
Three Metro Films on
Anniversary Program
(Special to Exhibitors Herald)
WILLIAMSON. W. Va., May 16.— In his
program of six photoplay attractions
offered during the recent first anniversary
week at the Cinderella theatre, Williamson,
W. Ya.T Hiram Banks, manager of the
house, placed three Metro films. One Para-
mount picture, one First National and one
Fox attraction completed the special pro-
gram for the week.
The Metro subjects chosen were the two
Rex Ingram productions, "The Conquering
Power" and "Turn to the Right." and
Robert Z. Leonard's presentation of Mae
Murray in "Peacock Alley."
Valentino Takes Part
In Veterans' Program
(Special to Exhibitors Herald)
LOS ANGELES, May 16. — Rodolph
Valentino, Paramount star, last week par-
ticipated in the monster program of the
Citizens' Committee in San Francisco,
which was held to raise funds for the enter-
tainment of the veterans at the convention,
June 26 to 30, of the Disabled American
Veterans of the World War. The star was
received with acclaim by officials of the
Bay City.
The star's forthcoming picture for Para-
mount is "Blood and Sand."
Theatre Fire Causes
Damages of $25,000
(Special to Exhibitors Herald)
BROCKTON, MASS., May 16.— Dam-
age estimated at $25,000 was caused by a
fire of unknown origin which broke out!
at the Orpheum theatre. A discharged
employe of the house will be questioned'
by authorities.
The blaze was discovered after the last
show of the evening. Several adjacent
buildings were slightly damaged as the
fire spread.
Meet E. C. Rhoden, Jr.
(Special to Exhibitors Herald)
KANSAS CITY, MO.. May 16.— A
salesman in the embryo was added to th<
Kansas City First National's force las<
week — Elmer Charles Rhoden, Jr.
weight. 7 pounds and an aggressive dis-
position just like "Daddy's." Th>,
younger Rhoden, whose father, by thii
way. is branch manager, is due for ai
education of film and more film. So say:
Papa.
Seeks Location in Mexico
Robert Ensminger, of Vitagraph, wh'
will direct the next Earle William
picture, from the O'Henry story, "Cab
banes and Kings," is in Mexico with hi
head cameraman, Steven Smith, Jr., look
ing over locations.
Film Third Kyne Story
Ben Wilson, Arrow producer, is work
mg on the third of the Peter B. Kyu
series which stars Roy Stewart an
K.it hleen Kirkham. It will be ready f"
publication some time in June.
.lay 27, 1922
EXHIBITORS HERALD
27
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of May 27
Stories Told
by
the Camera
Larry Semon, Vitagraph star, is a checker fiend, as is his
opponent, Norman Taurog, co-director with the comedian
of "A Pair of Kings."
W1LNATI
B B
ILL- ROOM BOYS
II 111
B B
CGMED<E
Front view of C. B. C. Film Sales Corporation's new studio
at Hollywood, Cal., Harry Cohn, the producer, is the one
not wearing the derby in the background. Joe Brandt, the
"B" in "C. B. C," is president. The two "C's" are Jack and
Harry Cohn.
Marc Lachman conceived this one. United building
in Indianapolis was being wrecked, so Marc posted
banners on the structure. The idea expressed on
the posters was that Universal's "Foolish Wives"
is wrecking every woman's heart.
Two "Irish" fighters. Johnny Kil-
bane (right), champion feather-
weight, and Maxwell J. WUefield,
Fox Film heavyweight. The two
met recently— not in the ring— at
Dublin.
Al Christie is planning a Hollywood baby show.
As a starter here are Vera Steadman and Bobby
Vernon, Christie players, with their respective
daughters. Miss Steadman in private life is
Mrs. Jack Taylor,
28 EXHIBITORS HERALD May 27, 1922
"Young America" marks the entrance into the state There are smiles when two famous comedians meet. Harry
right field of George K. Spoor of Essanay. This Lauder pays a visit to Charlie Chaplin at the latter's studio
feature in five reels is a version of the Cohan and following the completion of "Pay Day," the screen come-
Harris stage attraction. Several territories have dian's latest attraction for distribution through Associated
been sold. First National Pictures, Inc.
Rex Ingram directing "The Prisoner of Zenda" for Mildred June, one of the Gladys Brockwell has th<
Metro. The director is astride the horse. Ramon shining lights who is ap- role of Nancy Sikes in lit
Samanyagos is at the left and Stuart Holmes at the pearing in Mack Sennett tie Jackie Coogan's forth
right. Picture was taken during rehearsal of a comedies for First Na- coming starring vehicle
scene. tional distribution. "Oliver Twist."
Director David Smith and members of the company appearing in "My A Neligh, Neb., exhibitor whom everj
Wild Irish Rose," a new Vitagraph special. Director Smith and Maude body knows — J. C. Jenkins of the Aud
Emory have designs on the churn, while Helen Howard at the right has torium theatre at Neligh. With him a>
the water supply in hand. Seated at the right is little "Mickey" Mrs. Jenkins and their daugther, Rutl
Daniels.
.lav 27. 1922
EXHIBITORS HERALD
29
Fred Smith, official of
state league and owner
of the Rex theatre at
Wahoo, Neb.
Another Nebraska
showman. This is W.
A. Bowker, who has
the Lyric theatre at
Hartington, Neb.
Banker and exhibitor.
C. H. Lyman, who
owns and operates the
Moon theatre at Spen-
cer, Neb.
Inventor and exhibi-
tor. F. C. Largen, in-
ventor of Blizzard Fan,
who operates Lyric at
Creighton, Neb.
Mary Pickford in the role of director, handling the megaphone on the tourna-
ment scene in Douglas Fairbanks new production, "Robin Hood." Beside her
sits Husband Doug in his knightly glory. Behind her, in South African hat,
is Allan Dwan, the real director.
Ray Carroll who has started series
of specials at the R-C studios at
Hollywood.
Pity the poor comedian when the "maples" start flying.
Somebody has just rolled a strike in this scene of
Educational-Mermaid comedy, "The Adviser." The
nonplused individual is Lloyd Hamilton.
Ben Turpin, star in Mack Sennet comedies, at the Robert-
Morton organ. Says the cross-visioned comedian:
"Looking over the Robert-Morton, I see no reason for
not installing one."
30
EXHIBITORS HERALD
May 27. 1922
Florence Vidor, whose forthcoming production for Associated Exhibitors is "The Real Adventure." Miss Vidor's ini-
tial feature for the company, "Woman, Wake Up," has been presented with success in many of the larger theatres of the
country and it is confidently expected by the producers that "The Real Adventure" will repeat the success of her first
starring vehicle. The picture is in five reels.
Agnes Ayres and Conrad Nagel in "The
Ordeal," a Paramount production di-
rected by Paul Powell. Scenario was
prepared by Beulah Marie Dix.
Ned Depinet is the new general
manager of Consolidated Film &
Supply Company, Universal dis-
tributors in the South.
One of the highly dramatic scenes from "Silas Marner," the feature attraction
being distributed by Associated Exhibitors. Craufurd Kent heads an all star cast
in this screen version of the George Eliot classic. The production, presented in
seven reels by Associated, was directed by Frank P. Donovan.
»**'/ *•!♦
Striking pose of Dorothy
Phillips in "Hurricane's Gal,
a First National film pro-
duced by Allen Holubar.
lay 27. 1922
EXHIBITORS HERALD
31
Jerry on the job. That's what
Jackie Coogan s new bodyguard is
illed. He's a police dog given "the
kid" by Hollywood policeman.
Dare you to go ne^r "the kid."
Familiarizing himself with production. Will H. Hays, president of the newly
organized Motion Picture Producers & Distributors of America, visits the
New York studio of International Film Service Company. During Mr. Hays'
inspection of the plant, Robert G. Vignola was filming his latest Cosmopolitan
production. Standing between the two is Marion Davies, Cosmopolitan star,
whose pictures are distributed by Famous Play ers-Lasky Corporation.
A recent picture of (Catherine MacDonald, declared by Antoinette Donnelly, special
writer for the Chicago Tribune, to b« the most beautiful woman in the world. Miss
MacDonald has just completed her latest starring vehicle, "Domestic Relations," for
distribution through Associated First National Pictures.
Million dollar costume
worn by Buster Keaton.
His current First National
film is "My Wife's Re-
lations."
If those two guns should happen to go off the screen
would lose two excellent actresses — Pauline Starke, left,
and Alice Calhoun. Both of these Vitagraph players are
said to b« expert marksmen (or marks women I .
A real showman. George B. Howard, who owns and
operates the Rex theatre at Albion, Neb. Betcha Mrs.
Howard (the other half of the picture) isn't a bad
"showman" herself. How about it?
32
EXHIBITORS HERALD
May 27, 1922
IT'S all wrong. B. S. Moss just knows
he can trim Sam Rothafel at hand hall
any day or place, and that's why it is
his thousand dollars that are posted for the
match which was arranged some time ago
and for which the manager of the contest
has so far been unable to get a booking
date.
Said one of the Moss adherents, "There
seems to be an impression somewhere that
Moss was the one to quit out of the
match, or seek to delay it. The reverse of
this is true. We have been trying to get a
date set, our money is up, and we are ready.
We don't seem to be able to get the other
side to wake up."
The Rothafel faction comes to bat with
a statement from Mr. Rothafel, in which he
says :
"I want to assure you that the enforced
delay in the handball match between Mr.
Moss and myself is just as annoying to me
as it is to Mr. Moss and his friends. For
the last three months I have been under
the doctor's care and have been forbidden to
go within ten blocks of the gymnasium. Of
course if it were a matter of vital neces-
sity I could play the match right away, but
I hardly believe that Mr. Moss would want
to play with a man who can't lift his right
arm above his shoulder."
So there you are. Take your choice. In
the meantime Ben Moss's $1,000 is up and
he is practicing every day to be ready when
Sam Rothafel's rheumatism takes a va-
cation.
* * *
Ned Marin, general manager of Dis-
tinctive Pictures, is some Beau Brummel
when he turns himself loose in the soup
and fish raiment. One proof of this is an
incident which occurred at the Washington
convention, on the evening Dick Barthel-
mess was also there. Marin was passing
through the lobby of the Hotel Washington
which was pretty well filled with exhibitors
and their wives. One of the ladies excitedly
exclaimed, "Oh, there's Richard Barthel-
mess."
"Which one?" equally excitedly inquired
another.
"That handsome young man in the din-
ner coat," replied No. 1, pointing out
Marin. And then all of them, from No. 1
up to No. 100 or more feasted their eyes on
Marin all the time he was about the lobby.
And now both Barthelmess and Marin are
uncertain as to who was the recipient of the
compliment.
* * *
Dick Weil, of Arrow, was a gloom
spreader at the convention. He read to a
hunch of publicity men gathered there an
excerpt from the reminiscences of Augustus
Thomas about the wicked profiteers of the
Civil War days, who used to charge 35 cents
for a gallon of whisky.
* * *
Paul Gray was engaged last week by Sol
Lesser as special exploitation expert for the
Jacky Coogan Productions. This is the
fourth time Paul has "hired out" to Lesser,
and he says that he likes working for him
so well that he has decided to remain as a
permanent fixture in that organization, or
as long as his name stays on the pay roll.
Paul says he has strong convictions against
working unless his name is on the important
list.
* * *
Now that the big charity drive is over,
another it to start which, while modest in
comparison,' is equal in worth. This is to be
confined to the film industry and is for the
purpose of providing a sick and benevolent
fund for the Film Players' Club, Inc. The
big event of the drive will be a motion
picture players' carnival to be held June
5 to 10, under the direction of A. D. V-
Storey. The Film Players' Club is com-
posed of the extras and small parts players,
and Mr. Storey explains that they have had
a lean season.
* * *
Although not generally interested in see-
ing the ponies run Carl Laemmle jour-
neyed to Louisville, Ky., last week to see
the Kentucky Derby, and few there were
more interested. The interest on the part of
the President of Universal was due to the
fact that the classic of the equine world was
being filmed for a production his company
is making of "The Kentucky Derby." King
Baggot and a company have been working
on the picture in Kentucky for several
weeks past, and Mr. Laemmle decided to go
to Louisville to see the taking of the big
scene.
Barney Randall, who staged two Naked
Truth dinners of the A. M. P. A., was
elected an honorary member of the organ-
ization at the meeting last Thursday in
appreciation of his services, an honor that
has been accorded to only three other men.
* * *
Paul Gulick. chairman of the speakers'
committees of the A. M. P. A., is busy an-
swering charges of partiality that are being
preferred by fourteen out of the fifteen
companies who were represented at the
meeting last Thursday. Capt. Mathias,
Paul's choice for speaker, made a tre-
mendous address on national subjects, dur-
ing which he repeatedly referred to the
issue in only one way — as "Paramount."
Guess which is the fifteenth company.
* * *
Charles Moyer was re-elected to A. M.
P. A. membership, and he and Paul Lazarus
both brought back old time memories by
reappearing at the weekly dinner. Lin
Bonner, another ex-member, was re-elected
also.
* * *
William J. Scully, the enterprising
young man who assisted Marshall Neilan
in "Bits of Life" and "The Lotus Eater,"
has finished cutting "Hope," the Triart pro-
duction, which he co-directed with Lejaner
1 Tiller, for Ilodkinson. Some day Bill will
he handling the megaphone alone.
* * *
Steve McGrath, who is George Grant's
handy assistant at First National, is ready
to go "Smilin' Through" while the organs
take a tune from Lohengrin. Steve, who is
captain of the Franchisers' baseball team, is
ready for a home run. Introducing Miss
May Sullivan, also of F. N, the Mrs.
McGrath-to-be.
* * *
Vie NuRNBERG, the enterprising composer,
who did a special song for "The Isle of
Zorda," has another completed for printing
on "Oliver Twist" whenever the Jackie
Coogan picture is ready.
* * *
In Hartford, Conn., they tied up the
Princess Theatre on "Smilin' Through" by
putting signs over the telephone mouth-
pieces, "The voice that goes 'Smilin'
Through' wins." Sort of a speak-easy.
John S. Sparco.
C. C. Burr
A Few Pertinent Facts
About the President of
Affiliated Distributors
IF Mack Sennett had not conceived th
idea of producing his now famou
Bathing Girl comedies, C. C. Bun
president of Affiliated Distributors, Inc
might still be chasing elusive advertis
ing and publicity ideas, and trying to dis
pose of them to the highest bidder. Bu
the "bathing girls" soon transformed
very capable exploitation man into a
equally capable motion picture produce
and distributor.
It was really Burr's great exploitatio
campaign for Paramount on the Mac
Sennett "girl" comedies that landed hii
definitely in the motion picture busines
Previous to this his sole ambition was t
become king pin among advertising e>
perts. To realize his ambition he starte
with a newspaper experience which en
braced newspapers in Philadelphia, Bait
more, Kansas City and Chicago. K
then joined the advertising departmei
of Success Magazine. From there 1
went to the McCall Company where 1
first came under the direct influence (
the ladies through his conduct of a me
chandising and selling drive on dress pa
terns.
Motion pictures as an advertising fie
soon attracted his attention and he joim
the Paramount organization to explc
their short subjects. His campaign c
the Sennett comedies is still rememben
in the film industry, as it really start'
the "craze" on "girl style" comedit
This campaign landed him in the pot'
tion of Assistant General Manager
Famous Players-Lasky, from win
vantage point he clearly saw the wondc
ful possibilities in the producing gan
He organized the Mastodon Films ai
made the famous Torchy Comedies, o
of the most successful two-reel bran
on the market. His first feature W
"The Silent Barrier," after which "Bu
'Em Up Barnes" swept the country a
firmly established Burr as an honcst-l
God producer. For distribution purpo.<
he organized Affiliated Distributors, In
which will release his future prodii
He formed the Edwin Carewe Pictui
Corp.. whose first production, "I Am t
Law." has proved one of the big pictui
of the year.
i
lay 27, 1922
EXHIBITORS HERALD
33
Hodkinson to Handle Output
Of New Atlanta Enterprise
$2,000,000 Combine Organized to "Wrest Leadership
in Production ' ' from Pacific Coast — Plan Is
Presented to Theatre Owners
(Special to Exhibitors Herald)
NEW YORK, May 16. — Negotiations have been concluded whereby
W. W. Hodkinson Corporation will distribute the product of a new $2,000,-
000 combine formed by Atlanta, Ga., capitalists. U. M. Dailey of Atlanta
is general manager of the combine known as Southern Motion Picture
Finance Corporation and Atlanta Studio Corporation.
Plans to Wrest Leadership From Coast
According to sponsors of the organization, this is one of the most am-
bitious projects in recent years to wrest leadership in production from the
West Coast.
A plan affecting the distribution of this product was expected to be
laid before the convention of the Motion Picture Theatre Owners of Amer-
ica last week by W. W. Hodkinson. The proposition, however, was not
brought before the exhibitors for consideration.
Permanent Business
Boom Is Under Way,
W. B. Frank Reports
(Special to Exhibitors Herald)
NEW YORK, May 16.— Business in
e picture industry throughout the Mid-
e West and the Mississippi valley is
periencing a marked revival, accord-
g to W. B. Frank, new sales man-
ner of Associated Exhibitors, who has
turned to New York from a four
eeks' tour of investigation, visiting ex-
anges of the organization.
"Everywhere," said Mr. Frank, "I
ade it a point to get in touch with the
thibitors. and receive from them first-
ind reports on actual business condi-
jns. A distinct note of optimism char-
terized their testimony. A business
viva! which shows every indication of
rmanence is now well under way, and
e confidence of men of the industry is
idenccd by a building activity that in
me cases reaches the proportions of
actual boom."
{ope to Close Texas
And Oklahoma Sundays
(Special to Exhibitors Herald)
OKLAHOMA CITY, OKLA., May
. — The Lord's Day Alliance and the
ternational Reform Bureau are widen-
g their scope of activity, and from all
dications both Texas and Oklahoma
hibitors will be called upon to fight
ue law measures at the next legisla-
.res. It is understood also that censor-
ip laws will be sought by the reform
.ganizations
Jeilan Is Elected to
Goldwyn Directorate
(Special to Exhibitors Herald)
NEW YORK, May 16.— Marshall Nei-
n was elected a member of the Board
Directors of Goldwyn Pictures Cor-
>ration at a recent meeting of the board,
llowing the affiliation of Mr. Neilan's
oducing unit with the Goldwyn Com-
ny.
lary Carr Starring
Film Opens at Apollo
(Special to Exhibitors Herald)
NEW YORK. May 16. — "Silver
'ings," Mary Carr's newest starring
chicle for Fox Film Corporation opens
the Apollo theatre tomorrow. Both
ary Carr and her daughter, Beth, will
ake personal appearances at the open-
jg.
ieMille Given Degree
By Military College
(Special to Exhibitors Herald)
LOS ANGELES, May 16.— Cecil de-
ille is now a Master of Arts, that de-
ee having been conferred upon him by
ie Pennsylvania Military College, his
ma mater.
t Will Return to Stage
(Special to Exhibitors Herald)
LOS ANGELES. May 16. — James
irkwood has announced that he will re-
>rn to the stage on the completion of
vo more pictures, in a play which Al
■ oods will produce.
Organization of the combine was made
public in statements issued by Mr. Hod-
kinson and Mr. Dailey. Mr. Hodkinson's
statement, which follows, was issued in
contemplation of presenting his distribu-
tion plan to the exhibitors:
"Eliminate Politics"
"Zero hour for the exhibitors will
come this week. The first line trenches
are dug here in Washington. Here and
now will be decided for all time the ques-
tion whether or not the exhibitor is to
be slave or free. There must be no 'pol-
itics,' no indecision, no vacillation, or his
cause is lost. He must go over the top
under competent leadership and win the
right to conduct his theatre as a free in-
stitution, or else he must submit com-
pletely to producer domination, and,
worse still, see his very business itself
shrink under the continued loss of pub-
lic support.
Demands Drastic Action
"Something drastic must be done to
get the industry working together, and
against the mass of the evils and perils
that confront it, ranging from censorship
and reformers, to radio.
"I have for the consideration of the
Motion Picture Theatre Owners of
America a very real, workable and
soundly digested plan by which they can
save an industry now threatened by dis-
Universal Sets
Production Mark
Turning out a five reel feature
in fourteen working days without
any sacrifice of quality is the ac-
complishment of Universal. The
picture is "Afraid to Fight," star-
ring Frank Mayo.
It is a prize fight story and most
of the sequences where filmed at
Doyle's arena at Vernon where
hundreds of boxing fans were in
attendance and where bouts were
in session. Ninety-six scenes were
made in the ring in three days.
Mayo is supported by Lillian
Rich in the new picture.
integration because of the evils of pro-
ducer control — a plan predicated upon a
background of demonstrated foresight-
edness, the test of which will come with
the serious consideration of this plan by
the convention."
Film Folks to Join
Circus Route While
Making Ince Picture
(Special to Exhibitors Herald)
LOS ANGELES, May 16.— For the
first time in motion picture annals, a
company of film players is to travel with
a circus. The itinerary chosen is through
the San Francisco Bay section. The
screen players, Cullen Landis, Madge
Bellamy, and Noah Beery, are from the
Thomas H. Ince Studios. They will
join Howe's Great London Circus at San
Jose and will work under the "big top"
throughout the San Francisco Bay dis-
trict. The Ince players, with camera-
men, characters, "props" and directors
are under the direction of John Griffith
Wray. Wray is filming a forthcoming
feature, "Someone to Love," a story that
has for its background a traveling circus.
The picture is being filmed in Northern
California, the woodland exteriors in the
vicinity of Santa Cruz, while the circus
scenes and crowds will be secured
throughout the San Francisco Bay dis-
trict.
Premiere at Lyric
For Fox's "Nero"
(Special to Exhibitors Herald)
NEW YORK, May 16.— The William
Fox production "Nero" will have its pre-
miere at the Lyric theatre, New York,
on May 22. The special, which is said
to have been a year in the making, was
filmed in Italy.
Jacques Gretillat of the Theatre
Odeon, Paris, has the leading role.
Appointed by Kane
(Special to Exhibitors Herald)
BUFFALO. N. Y.— May 16.— Arthur
S. Kane, president of Associated Exhibi-
tors, has appointed Ed. M. Hopcraft as
sales representative of Associated Ex-
hibitors in Buffalo.
34
EXHIBITORS HERALD
May 27, 1922
CONWAY TEARLE as the honest prize fighter in "The Referee" a new Selznick
picture.
Agreement Signed by Michigan
League and Exchanges
Text of Adjustment Similar to One Existing Between the
Exhibitors and Film Club in New York
(Special to the Exhibitors Herald)
DETROIT, MICH., May 16. — An agreement, similar in most of its
terms to the one governing the transactions between exhibitors and
exchange men in New York, has been signed by the Motion Picture
Theatre Owners of Michigan and the F. I. L. M. Club of Detroit. Through
the agreement it is hoped to maintain the number of grievances between
the two bodies at a minimum.
ARTICLE 2, of the Michigan compact
is significant in the fact that the
league and the exchanges alternate in the
selection of a chairman of the joint arbi-
tration hoard. The respective chairmen
will serve for a period of three months.
* * +
At no time has the chairman of the
Detroit arbitration board a vote. In
case of a tie vote on any complaint,
"said complaint shall automatically be
referred to a new joint arbitration board,
appointed as herein above provided."
Three exhibitors, three exchange men
and the chairman comprise the member-
ship of the board. Complaints must be
made in writing and considered first "by
the class from which the complaint
comes and if in their opinion the com-
plaint is a legitimate one the case is
then ready for the joint arbitration
board."
Although the agreement extends for a
period of only three months, it is likely
that it will be renewed at that time. Both
parties to the compact are confident that
much good is to be derived.
* * *
Signing the agreement for the exhibi-
tors were: President Claud E. Cady, Phil
Gleichrnan, J. R. Denniston and J. C.
Rittcr: for the F. I. L. M. Club. Presi-
dent Jess Fishman, Joe Friedman, Har-
lan Starr and J. O. Kent.
The compact provides that exhibitors
must receive fourteen days' notice of
changes in play dates, "in which case the
exhibitor may rebook the production
within fourteen days if he has open time
and if not at his option cancel the pic-
ture." Should the exchange fail to give
fourteen days' notice of a change in play
date, "the exhibitor is entitled to a fur-
ther booking gratis."
Second National Film
Booked at Many Houses
Reporting to the head offices of Second
National Pictures Corporation in New
York, Herman Rifkin of Boston, in
charge of distribution of Second National
films for the New England territory,
states that "David and Jonathan," the
first publication, has been sold to B. F.
Keith's Boston theatre. Boston; B. F.
Keith's Victory theatre. Providence:
Poli's Plaza theatre, Worcester; and
Poli's Palace theatre, Springfield. Forth-
coming publications by Second National
are: "Mr. Pirn Passes By," "Our Maggie."
"A Lady of Quality," "The Edge o' Be-
yond,", "Famous Mrs. Thompson," "The
Garden of Resurrection," "Little Dorritt,"
and "Marriage for Convenience."
Big Films on Schedule
By Goldwyn for Future
Plans are under way for a number of
big productions to be made by the six"
directors on the Goldwyn staff, which
according1 to the company promises to
see some of the greatest photoplays ever
made by Goldwyn.
The directors who will handle the pic-
tures arc Rupert Hughes, Marshall
Neilan, R. A. Walsh, E. Mason Hopper,
Maurice Tourneur and Allan Holtibar.
Ray Carroll Starts
Film at R-C Studio
Helen Jerome Eddy to Have
Stellar Role — Series of
Four Planned
Ray Carroll Productions, the newest
independent film body to begin activities
at the R-C Hollywood studios, soon will
begin camera work on its initial picture,
the story of an unusual phase of New
England life with Helen Jerome Eddy in
the stellar role.
This special, from the pen of the
youthful producer-author, is the first ot
a series of four pictures to be screenee:
during the coming twelve months. At
will be distributed through R-C.
Plans New Type
Miss Carroll, head of the producin;
unit, announces plans for a new type o
picture with the appearance of the firs
of her series — a production in which stop
value will take precedence over any re
quirement of the camera, in which char
acterization will not be sacrificed fo
mere prettiness, and in which good enter
tainment will be shown to be compatibl
with the making of a clean film.
"I am sure we are peculiarly fortunat
in having Miss Eddy as the star of such
picture," said Miss Carroll. "Miss Edcl
brings to the screen as distinctive a per
sonality as that of Charles Ray or 'Bil
Hart, and enacts unusual roles in a man
ner that leaves nothing to be desired."
Will Erect Village
The production of Miss Carroll's stor
will require a typical New England bad-
ground — small town streets, dwelling
trees and bushes of a sort that are nc
to be found in Southern California. Th
village is being erected while the verdui
of New England is being transplanted f( .
camera purposes.
Couples Seeking Divorce
Ordered by Judge to See
Film "Your Best Friend
One hundred delinquents and t(
couples seeking divorce before Jud|
Schoen, of the Court of Domestic Rel
tions, Newark, N. J., were placed und
sentence to see the Warner Brothe
photoplay, "Your Best Friend," a Har
Rapf production starring Vera Gordc
during its engagement at the Newa
theatre. This stunt was put over throu;
the efforts of William M. Kraft, expli
teer of the Apollo Exchange.
Many of the offenders were childr
who had had friction with their parei
and these with the couples seeking I
vorce were chaperoned by officers to t
theatre. It was the hope of the oflici
and judge that the lesson of ohedicn
and duty portrayed in the picture woi
bring the youngsters and the divorc
couples to their senses.
Ben Turpin to Start
Work on New PictUi
Ben Turpin and Phyllis Haver, come
team of the Mack Scnnett organizati
will complete their engagement with t
Pantages circuit, May 14, and return
I ,os \ngcles t<> begin production of I
third of the series of Ben Turpin Feat'
Comedies for publication through '
Associated hirst National Exchanges.
F. Richard Jones, will direct the Tun
film.
Mav 27. 1922
EXHIBITORS HERALD
35
Bigots Hedge at Hearing on
Measure to Probe Industry
Paid Lobbyists Discuss Many Subjects Having No
Bearing on Investigation at Meeting
Before Congress Committee
(Washington Bureau, Exhibitors Herald)
WASHINGTON. D. C. May 6. — Procrastination and a willingness
to discuss everything but the subject in question marked the hearing last
week on the Myers resolution providing for a congressional investigation
of the motion picture industry before the Shortridge subcommittee of the
senate judiciary committee.
Paid Lobbyist Discusses Sunday Closing Law
\ ery little time during the hearing was consumed in discussing the
proposed investigation. The Rev. S. Peterson Todd of Milwaukee con-
fined himself almost exclusively to the showing of fight pictures — a state
proposition — and to Sunday laws — another state matter. Nothing was said
which had any direct bearing on the proposed inquiry and. as has been the
case with previous hearings, the question was left in the same unsettled
shape as when it was taken up.
Baseball League Is
Formed in the East
First National and Team
of Paramount Clash
in Opener
(Special to Exhibitors Herald)
NEW YORK, May 16.— The Motion
I'icture Baseball League has been formed
ind includes teams from Universal (win-
'ier of the 1921 championship). Para-
mount, Metro. First Xational. Pathe.
joldwyn, Yitagraph and Hodkinson.
Mae Murray will act as honorary presi-
lent and present the winning team with
i cup at the end of the season.
Perez Is President
The active officers comprise Paul E.
Perez. Universal, president: YYilliam Mc-
(lvain. Paramount, vice-president; Irv-
ng Wormset. Pathe. secretary, and
Stephen MacGrath. First Xational, treas-
irer.
The season opened with a double-
leader between the First Xational and
Paramount nines and the Goldwyn and
Universal teams, at Crotona Athletic
ield. Motion pictures were taken of the
>pening activities.
Schedule Arranged
Games will be played every Saturday,
vvith each team scheduled to meet every
Dther club twice, with fourteen games
-cheduled for each nine and 112 for the
•mire season.
Former Film Man on
Ticket for Lt. Governor
(S fecial to Exhibitors Herald)
, .MINNEAPOLIS. MINN.. May 16.—
L L. Leith, formerly special representa-
:ive for Essanay and Mutual and later
■ditor of British-Canadian Pathe News
ind Pathe publicity director in Canada,
las been nominated for Lt. Governor of
Minnesota by the Farmer-Labor Party.
Mr. Leith is well known in newspaper
ind film circles over the country and was
it one time with the Minneapolis Fox
)ffice. He is at present advertising man-
ager of the Minnesota Advocate.
Woman Leases House
And Cuts Admission
(Special to Exhibitors Herald)
' KANSAS CITY. MO.. May 16.— The
•Roanoke theatre has been leased by Mi>~
Pearl Hughes, one of the few women
heatre managers in Missouri. She has
'owered admission prices to 15 and 10
rents.
Robert S. Leonard has purchased a
ease on the Strand theatre. A. M. Eis-
ier, former manager of the Strand, now
s managing the Circle and Diamond
heatres.
Film Refused Showing
(Special to Exhibitors Herald)
KANSAS CITY. MO., May 16. — A
ermit seeking permission for the show-
ng of a film portraving the workings of
he Klu Klux Klan 'by the B. & S. Pro-
lucing Company, was denied the com-
>any by James Larkin. city censor. The
nayor refused to rescind the censor's
iction.
Canon Chase of Brooklyn, the Rev.
Todd. Dr. Wilbur S. Crafts, and others
were here for the purpose of appearing
before the subcommittee, which held two
meetings last week. At the first meeting.
Senator Shortridge, chairman of the sub-
committee, was the only member pres-
ent, but at the hearing later in the week.
Senator Myers, author of the resolution,
made his appearance.
Changes Are Made
Dr. Todd took for his subject the sit-
uation in Wisconsin, where he declared
the motion picture industry had sought
to defeat the purposes ot the Rodenberg
law prohibiting the transportation of
fight films and to break down the state
Sunday law. He was interrupted by Sen-
ator Shortridge. however, who declared
that the government could not be used as
a tool to cure situations that may exist
in the various states. The federal gov-
ernment, he said, has no intention of tak-
ing over matters of regulation which
properly belong to the states, nor will it
step in when a state finds itself unable to
enforce regulations which it may im-
pose.
Give Industry "Square Deal"
While Dr. Todd spoke extensively.
Senator Shortridge also consumed con-
siderable time in correcting statements
which the witness made. No representa-
tives of the industry were present, and
the senator took it upon himself to see
that, in their absence, the industry was
given a square deal. As a matter of fact,
when the senator got through with the
preacher, the latter did not loom very
large as a reformer. Most of the things
asked for were matters which apply ex-
clusively to the states, the senator
pointed out.
During the course of the hearing the
witness was compelled to admit that he
is a lobbyist, registered as such under the
Wisconsin law.
Governor to Attend
Opening of Theatre
(Special to Exhibitors Herald)
LOS ANGELES. May 16.— Governor
William D. Stephens and other notables
are expected to be present when Mischa
Gutterson. former Grauman orchestra
leader, opens Tally's Broadway theatre
under his own management.
Constantine Bakaleinikoff succeeds
Gutterson as leader of Grauman's or-
chestra. He is a cellist.
Board Rearranges List
Of Special Photoplays
(Special to Exhibitors Herald)
XEW YORK. May 16.— The monthly
alphabetical list of special pictures se-
lected by the Board of Review has been
arranged so that the reports may now
be clipped and riled for reference.
The list has also been arranged by
companies for the convenience of ex-
hibitors.
"What Sxhibitors
are saying about
"I take two other trade papers but the Herald always has first place
with us." — Dr. C. J. GRAF, manager, Princess theatre, Stuart, la.
"I could not get along without our Fihn Bible. The Herald is the
most widely read magazine that comes into our house and we take all kinds and
classes." — PHIL Rand, manager. Rex theatre, Salmon, Idaho.
"We look forward to the HERALD every week and enjoy reading it very
much. It would be pretty hard to get along without it." — Avoca Opera House
management, Avoca, Wis.
36
EXHIBITORS HERALD
May 27, 1922
Seek Reaction of Pictures on
High School Students
Questionnaire Aimed to Obtain Preference and Relation to
School Work of Photoplays
A LIST of questions, destined to reveal the effect of motion pictures
upon the younger generation will be broadcasted nationally by the
National Committee for Better Films to 800 principals of High
schools in towns of from 5,000 up to 75,000. The questions are to be
answered by the students as a lesson in English. The result is expected to
reveal the type of films that make the deepest impression and which are
best liked.
The questionnaire, unlike some which
are submitted with a view to bringing
out a particular point either in favor of
or against pictures, has no axe to grind,
and seeks solely to discover the likes and
dislikes of the younger generation who
attend motion picture shows, the rela-
tion of the pictures they see to their
school work or their vocational selec-
tions, the number of times they are able
to go to motion picture theatres, and the
impressions carried away by them, etc.
* * *
Lack of definite knowledge regarding
the effects of the motion picture upon
the school student is one of the reasons
advanced by the National Committee for
the undertaking of this work. Attend-
ance at picture shows may have a bear-
ing upon home study and the develop-
ment of character. There is no accurate
information upon the kinds of pictures
which makes the deepest impression, what
types of screen actors are regarded most
highly, or what classes of instructional
pictures are most favored.
After all, in the general scramble to
make fit for the younger generation, no
one yet seems to have taken the trouble
to consult them as to their likes and dis-
likes, the National Committee believes.
A survey such as is being undertaken by
the National Board of Review may re-
veal the fact that the mind of the young
bov or girl imposes upon pictures a much
stricter censorship than his elders would
ever think of. Giving the child credit
for being able to distinguish be-
tween right and wrong is some-
thing which has heretofore been
lacking in all attempts to bring films
down to the level of the young mind.
Frank answers from these young stu-
dents should do much to clarify the
situation it is thought.
The National Committee plans to have
the results of the survey interpreted and
laid before the public by the end of the
present school year.
Daylight Saving Killed
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., May 16.—
Daylight saving was vetoed in this city
by Mayor Shank through the efforts of
motion picture theatre managers who
pointed out that it would hurt their busi-
ness.
MONEY MA
Which Have Been
Exhibitors to Build
By CHAS. LEE HYDE
(Grand theatre, Pierre, S. D.)
I made friends with the kids
in the community and patrons
for my serial by running the
second episode of "Winners of
the West" with my regular
Friday night program as a spe-
cial "Clean Up Matinee" Sat-
urday afternoon and allowed
every child bringing 25 tin
cans to get in free. I cleaned
a couple of thousand tins cans
out of the alleys and had them
piled up in a wagon and
around it, outside the theajtre,
so everyone would know there
was something doing that
afternoon. One of the local
transfer companies was glad
to carry the cans away to get
free advertising which I gave.
I advertised the matinee by
'.IN G IDEAS
sed Successfully by
Up Their Patronage
getting five hundred tickets
printed, saying: "This ticket
and twenty-five tin cans will
admit any child free to the
matinee at the Grand."
By C. H. SIMPSON
(Princess theatre, Millen, Ga.)
Some exhibitor may want to
start a serial and if lie will fol-
low my instructions he sure
will pack his house and also
make some money on the first
episode. Advertise two weeks
before you show the first epi-
sode. Don't say anything
about it being a serial. Give a
free ticket to all boys and girls
under 12 years of age for one
sweet potato or one egg. If
you want to sec them come,
do this.
DOROTHY PHILLIPS in a scene from
"Hurricane's Gal" a First National
feature produced by Allen Holubar.
Second Torchy Comedy
On Criterion Program
"Battling Torchy," featuring Johnny
Hines, is on the program at the Cri-
terion theatre, New York, with "Missing
Husbands," and both are slated for an in-
definite run.
Following closely upon "Torchy's
Frame-up," also featuring Hines, which
played at the Criterion about six weeks
ago with Equity's "Where Is My Wan-
dering Boy Tonight?" this latest booking
of another Hines comedy comes as a di-
rect result of the popularity attained by
the first of the Torchy comedies to play
the Criterion, it is stated.
Broadway Theatre Books
Carewe's "I Am the Law"
The Edwin Carewe special, "I Am the
Law," distributed through Affiliated Dis-
tributors. Inc., will have a Broadway
showing at the Mark Strand theatre in
early June.
This makes seven pre-vievv bookings in
first-run houses of the country at the
following theatres: State theatre, Pitts-
burgh; at a St. Paul first-run house the
week of May 14; Crandal's Metropolitan,
Washington, D. C, and the Rialto the-
atre, Denver, Colo. The week of June
18 the picture has been booked at the
Imperial theatre, San Francisco, and the
Franklin theatre, Oakland.
Four Arrow-Curwood
Films Bought by Levy
Arrow Film Corporation announce the
sale of the four James Oliver Curwood
productions for Kentucky and Tennessee,
to Colonel Fred Levy of the Big Feature
Rights Corporation of Louisvi He. This
is the third sale in the last three week;
made by Arrow to Big Feature Rights.
^^^^^^^^^^^^^^^ ^sl,r JJJ£J£?^J$JJ^^^;^j:^ryp>&gggr
THE THEATRE
There's
Money
In It
ARTICLE II.
IN THE PAST YEAR A
great many newspapers in
the smaller American
cities have inaugurated
motion picture depart-
ments. Most or these are
conducted, apparently, by
staff members already
well occupied with other
duties. Some are obviously
"boiler plate." Deplorably
few show any attempt to
chronicle facts with accu-
racy or to produce original
matter. In only a few are
the "reviews" printed any-
thing more valuable than
a hurried assembling of
press book synopses and
data.
SHOWMEN FORCED BY
circumstances to tolerate
this faulty and often dan-
gerous representation of
their offerings may im-
prove the condition mate-
rially by interesting the
newspaper writer entrust-
ed with the assignment
with the review depart-
ment of this paper. Here
the public as well as the
trade side of pictures is
treated by experts. News-
paper column conductors
familiar with that depart-
ment cannot honestly pro-
duce other than the vera-
cious, constructive type of
material which best serves
theatre and newspaper
ends.
y.nr.'ir .ly.'v,", ;-..-*.. . .. .. >,-,.i
kfcF
eaturitis
What do you think of serials?
If you are one of those who believe that your theatre or your clientele has
"outgrown" the serial you probably are of the opinion that the continued photo-
play is the gore-dripping narrative you ceased to exhibit years ago.
If you are abreast of film progress you know better. Undoubtedly you use
at least one chapter play.
Possibly you exploit it. That is being done more than formerly, although not
yet on the scale that the subject justifies.
The case of the serial emphasizes a current managerial malady — "f eaturitis."
SYMPTOMS of "featuritis" are: "Serials are kid stuff," "Comedies don't get me
any money," "News reels be hanged" and "They come to see the five-reeler."
The first or primary symptom most stoutly resists treatment. The second and
third are observed less and' less generally as time goes on. The fourth is not a true
symptom and warrants consideration merely as indicative of a natural condition
unfortunately favorable to the propagation of mischievous misinformation.
The serial in its most distinctive aspect actually is kid stuff, although not in the
common sense of the term. It is the theatre*s strongest bid for juvenile interest.
Nothing is more important to the theatre's future.
It is mainly because of the screen's so-called universality of appeal that this
industry has been less severely affected than its opponents in the entertainment
field during the reconstruction period. Had this universality been actual instead of
figurative, complete instead of approximate, a better showing, possibly a perfect
one, would have been made.
» * *
The perfection of this universality of appeal is the most important and profitable
end toward which exhibitorial effort may be directed. It is entirely possible to
complete the task and make perpetuation of the result a routine detail of theatre
procedure in one generation, at most in two.
The serial is an indispensable instrument in this work. In catching and holding
steadily for a period of fifteen to eighteen weeks the juvenile's interest, it cements
a bond of sympathy which endures in the adult. To effect such a relationship with
every juvenile of today is to perfect a parallel union of interests with every adult
of tomorrow. Therein lies industrial security, artistic freedom, immunity from
censors and their ilk, screen supremacy.
* * *
Although this work is essentially an exhibitorial assignment, present day
serial makers are giving invaluable assistance, supplying an instrument constructed
in complete accord with the nature of the task at hand, clean and instructional serial
entertainment. Universal offers "With Stanley in Africa" and other chapter plays
with historical background. Pathe offers modern stories of the action type with
athletic prowess the dominant note. Star Serials Company contributes "Cap'n
Kidd." a boyhood yarn of imperishable popularity. With the appearance of this
admirable material in the serial field the last tenable fanghold of the cantankerous
"reformer," who has made serial progress difficult, vanishes.
In view of these considerations it is apparent that the constructively disposed
exhibitor uses serials. The one material objection that is made to them in some
quarters comes from men who say they cannot make money with them. Except
in rare cases where patronage is exclusively of a restricted class the explanation of
that condition is to be found readily enough by examining the exploitation methods
applied bv the objector.
* * *
Serial exploitation is capable of extensive development, of development too exten-
sive to admit of adequate treatment in this discussion. It will come, as better
exploitation always comes, on the heels of the better subject matter which is at
hand.
Always, properly, the feature length picture prepared for adult entertainment
will remain the dominant program and exploitation factor. From it all good show-
manship proceeds. It is. happily, of such rugged character and so firmly established
as to permit of heightened endeavor in behalf of lesser theatre attractions.
"Featuritis" is a somewhat ill-fitting substitute for the as yet unmanufactured
term descriptive of that frame of mind which leads a theatre man to concentrate
upon feature exploitation to the exclusion of all else. Exhibitors who have none
of the symptoms l:sted, are free of its restrictive influence, push the theatre steadily
along its way to that universality of appeal which is its destined estate.
These are showmen.
38
EXHIBITORS HERALD
May 27, 1922
SERIAL EXPLOITATION is discussed in detail on the preceding page. Read "Featuritis." A fine example of nev
advertising used for the introduction of a serial is presented upon the second page following. Stills from the Eddie Polo serial.
"Cap'n Kidd," presented by Star Serial Corporation, are reproduced above to show the ease with which the opening episodes oi
the attraction may be prologued. Amateur players or professional talent may be used. The costumes and settings are not ex-
pensive or difficult to procure. The importance of such presentation, as of whatever special effort may be made in behalf of
serial entertainment, is of such magnitude as to render incurred expense practically inconsiderable.
"TOO MUCH BUSINESS" is a title
to conjure with in exploitation. The
Vitagraph production opened at the Capi-
tol theatre, New York, on April lit) to the
volume of business shown in the above
photograph. For cooperative commer-
cial advertising the phrase that is the
title offers obvious advantages. 1 nci-
dentallv, association of the theatre box
office with that phrase is desirable for
general effect. The picture should be
well advertised during its theatre career.
A LIGHT STUDDED FAN arranged
back of the cutout head of Betty Blythe
added night to day appeal in the display
arranged by the William Pcnn theatre,
Chester, Pa., for Fox's "Queen of Sheba."
Presentation and production data was
neatly set forth in special lettering. The
photograph shows the street appearance.
LOCAL AUTHORITY is profitably
associated with theatre enterprises of any
character. Dr. L. Raymond, superin-
tendent of Recreation, Paterson, N. J.,
selected the winner in a "freckles con-
test" staged by the Regent theatre and a
Paterson newspaper in connection with
the exploitation of "Penrod," a First Na-
tional attraction. The photograph shows
the boys who got into the finals posed
upon the Regent stage and a portion of
the thronged auditorium.
4 MM
TRICK AUTOMOBILES are common, In themselves
they have no particular attraction advantage. But a trick
vehicle placed in the lobby of the Meralta theatre, Los Angeles,
drew marked attention to the fact that (ioldwyn's "Watch
Your Step" was in engagement at that playhouse.
"A NEW CANOPY," said Memphis citizens passing th
Strand theatre. They were mistaken, learned that fact 01
closer inspection and remembered that (ioldwyn's "Theodora
was being exhibited at the theatre. The stunt is adaptable t
practically any attraction.
I.
fay 27, 1922
EXHIBITORS HERALD
39
JOE HEWITT, Strand theatre. Robinson. III., tells in his
tter upon the following page how he doctored the above
venty-four sheet for Paraniount's "The Gilded Lily." Mr.
ewitt's letter contains valuable information for every ex-
bitor who advertises.
C. L. McDONALD, Majestic theatre, Jackson. Miss., co-
operated with civic organizations and drew the crowd shown
above to see United Artists' "Little Lord Fauntleroy." Mr.
McDonald's message regarding commercial cooperation is an
important theatre document.
G. A. REA, Orpheum and Forum the-
re, Hillsboro, O., contributes the first
ndy tie-up reported for Fox's "Queen
Sheba."
T
G
H
R
E
A
A
P
T
H
R
I
E
C
A NEWCOMER in exploitation news.
Mr Rea is consistently expert in his
work. Witness his lobby display for
Paraniount's "The Gilded Lily."
EUGENE GERBASE describes in detail and gives essential information for the duplication of his Denver exploitation of
liversal's "Foolish Wives" in a "Theatre Letter" reproduced upon the following page.
40
EXHIBITORS HERALD
May 27, 1922
T
H
E
A
T
R
E
L
E
T
T
E
R
S
Photographs illustrating the fol-
lowing letters are reproduced in the
"Theatre Graphic" on the preceding
page
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir:
Enclosed find photo of one of the flashiest
24-sheets (converted from the deadest) we
ever had the pleasure to hang in this city.
The twenty-four as we received it was
just about the deadest sample of the litho-
grapher's art we have ever seen. It was
perfectly all white and black with the little
exception of a few colors on the figure of
Mae Murray. We got busy and painted a
number of old used one-sheets a rich red
color and cut them in strips of twelve in-
ches. This we bordered all around the
twenty-four and then ran another small
two-inch border of rich orange or gold in-
side the red border.
The result was really amazing and if
some of the big litho artists could but see
the beauty of this little inexpensive piece
of work it sure would put them to shame.
The photo can give but a vague idea of
the great beauty derived from this added
bordering.
Frequently we use one, six and three
sheets to like advantage in making up a
stand, and in most cases we receive more
comment on them than we do from the best
of the ordinary twenty-four regular stands.
Some time in the future we will photograph
one of these stands for use in your columns
if desired. We are sorry we did not have
the forethought to take a picture of the
"Gilded Lily" stand before we touched it
up.
Trusting this will be of some advantage
to particular exhibitors and with all good
wishes, I remain,
Very truly vours,
JOE HEWITT,
Cochran Amusement Ent.,
Robinson, III.
*
DEAR MR. HEWITT:
The lithograph artists you mention will
read your letter. Everybody reads tins
paper. They will profit by it and we htm
$9C5ii; What Ten Things Would You Want $oess
±£r.L" It You Were Shipwrecked Like fiX?
ROBINSON CRUSOE7^.
REDUCED
•i* '2"
■3" '5"
mm sboutom
Mn Rotuuon Cmm
CRUSOE^ %
tOBDGO* ansa
SPORTING GOODS
#1
Doersdl CjckCo.
GRAF'S
men-s surrs
S22iOuf.
N ' •
'j»MSK-l
Enameled Ware
l« Its ul »-
Ne^Lrjfjg
k"r-e*s
THE BLUER COUWTY
/""O-OPERATIVE page used by F. S. Meyer to
introduce the Universal serial, "The Adven-
tures of Robinson Crusoe," to Hamilton, Ohio,
theatregoers.
no doubt tliat future product zuill reflect
its influence.
Other shozvmen reading the letter will
follow your example when paper at hand
fails similarly to meet requirements. They
will profit also.
In enabling us to thus serve a double
purpose and to contribute indirectly but
surely to the improvement of motion picture
billboard matter through publication of your
communication you put us deeply in your
debt.
By all means send along pictures of your
specially treated threes and sixes. And the
"before and after" idea of photographing
them is excellent. — IV. R. W.
* * *
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
"Little Lord Fauntleroy," with Mary
Pickford, played to good business and
pleased. We tied up with the Lions Club
to entertain four orphanages in the city.
We got over 165 inches of free publicity
in one paper, The Jackson Daily News.
We also decorated and bannered three
street car "specials" donated by the trac-
tion company.
The Lions Club furnished cream, cake
and balloons. More than 400 orphans at-
tended the first matinee and blocked the
street for thirty minutes in unloading. The
picture shows the last "division" leaving the
theatre.
The Lions Club, Kiwanis and Rotary
Club here are always ready for anything of
this kind and they can get columns wher-;
we fail.
Yours truly,
c. l. Mcdonald,
Majestic theatre,
Jackson, Miss.
*
DEAR MR. McDONALD :
For a concrete demonstration of the ef-
ficiency of the commercial co-operation
which is our pet exploitation subject, many
thanks. Thanks, also, for letting us know
by reporting "Fauntleroy" that the ructious
Mississippi didn't back up and inundate the
Majestic tlie way it did last year. We
thought about you when we sazv the truant
stream in a newspicture last week.
It is our opinion that such commercial
organisations as you enumerate are pretty
much the same all over the country, willing
t,< art out and do the right thing if given
a chance but often somewhat at a loss as
to how to go about it. Certainly they can,
as you point out, get columns to the lone
theatre man's inches. We hope that your
object lesson leads many other showmen to
enlist the aid of these orders and arrive at
similarly satisfactory establishment of mu-
tuallv profitable relations. — W. R. W.
* * *
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
Under separate cover we are mailing you
two photos of two separate stunts that were
pulled here in exploiting "Foolish Wives."
One of these stunts was a dummy taken up
in an aeroplane and dropped with a para-
chute. The day before this stunt was pulled
the papers announced that Miss du Pont
would make a parachute drop from an aero-
plane at 3.30 the following day. This created
considerable excitement and the streets
were pretty well crowded to review this
stunt.
The other stunt was a Victoria carriage
with a beautiful blonde lady dressed to rep-
resent Maude George riding around town.
This also caused considerable comment.
Both of these tie-ups in exploiting "Fool-
ish Wives" have worked very successfully
Yours very truly,
EUGENE GERBASE,
Universal Film Exchange,
Denver, Colo.
*
DEAR MR. GERBASE:
The first stunt you mention was tried ou
in Chicago also. The dummy fell on tlu
roof of a building, occasioning some diffi
culty, but in spite of this unforeseen de
velopment the thing worked out very well
Glad to hear that no such accident occurei
in Denver.
The Victoria idea has not been used her
yet, although a Ford equipped with radi
receiving apparatus has made its appear
ance. Maybe it isn't too late for you to tr
that out. It's working excellently here. I
you adopt the idea let us know how it goe
'in Denver— W. R. W.
Meyer Spread
Informs City
Of"U" Seria
TEN merchants and one newspaper a
operated with Fred S. Meyer. Palai
theatre, Hamilton, O., in the introductic
of Universal's serial, "The Adventures <,
Robinson Crusoe," to the theatregoe
of that city. The spread is reprodua
above.
Other details in the campaign were:
letter to teachers, school distribution
r>,000 heralds, publication of a coupon
one newspaper with attendant ne\
items, theatre distribution of 2.000 rult
locally designed, as souvenirs. The new
paper page ran three times, once prior
each of the first three episodes.
Mr. Meyer makes it easy for ot i
showmen to introduce this, or for tn
matter any, serial properly.
For a through discussion of the re
sons why serials should be accorded tl
type of treatment see "Featuritis," on t
first page of this department.
June Brides
June brides are always good newspa]
copy. . .
Almost any newspaper will print
story on the offer of an exhibitor to !
mil any June bride free of charge to
theatre on her wedding day, night, c
etc., as exhibitor specifies.
A good story cheap.
May 27, 1922
EXHIBITORS HERALD
41
Worth Having?
Worth Earning
One rule bears up under the weight of time and the press of progress and in-
vention.
"If it's worth having, it's worth earning."
Proof is demonstrated invariably by the inexorable working out of changes in
the order of things.
If you don't earn it, you don't get it.
And sometimes — but as to exploitation.
Newark Finds
"Canny Scot"
Unusually So
\CCORDING to legend, or whatever
it is that endows every-day conver-
ation with the queer admixture of hali-
;gitimate assumptions it credits to Jul-
ian beings, a Scotchman is canny. "Can-
y" and "Scot" are words that go to-
ether, whether or not, and the sight of a
cotchman in native garb walking the
treets of modern American Newark
hould have led observers to associate
le attribute with the man.
In this case the man really was canny.
He was walking the streets in the in-
vests of that modern American theatre,
le Newark, where the Paramount pro-
uction, "Beside the Bonnie Briar Bush,"
as being exhibited.
An uncommonly canny Scot. this, who
msed much talk and unquestionably de-
eded many good citizens from what-
ver course they might otherwise have
ursued and caused them to attend a per-
jrmance of the picture.
l "BONNIE SCOTT" paraded Newark, N. J.,
in the interests of the Newark theatre run
: "Beside the Bonnie Briar Bush," a Paramount
oduction.
A Good Man
From the letterhead of Eugene Saun-
ers, Saunders theatre. Harvard, III.,
e learn that Mr. Saunders is also City
lerk, Fire Marshal and Notary Public.
It takes a good man to cover four oc-
upations. Such a man is a good man to
ave representing the modern motion
icture theatre.
"Money in It"
The second article in the "There's
loney In It" series appears upon the
rst page of this department this week.
It isn't exploitation.
It's theatre.
Quite different.
Poster Pep
If you aren't getting desired value out
t posters you use. read Joe Hewitt's
Hter in "Theatre Letters," this issue.
Read it anyway.
It's worth it.
rf* HE elaborate float shown in the photo-
A graph reproduced at the top of this
space was used by the Rialto theatre, San
Francisco, to advertise Paramount's "The
Mistress of the World," before and during
its exhibition. A local dancer was given
the throne. Soldier boys distributed heralds.
The float toured the city six hours daily
for two weeks.
The float cost much money, as the pic-
ture will tell anyone who has had experi-
ence in the making of floats. The salaries
paid were considerable.
Something was earned — patronage. And
it was had at the opening of the picture.
In Scottsbluff, Neb., W. H. Astenberg,
Orpheum theatre, produced for "Saturday
Night" the brilliantly designed and illum-
inated frontal display shown below. It
cost $15. But it also cost much of Mr.
Astenberg's time. He made it.
He used a beaverboard frame. He drew
the design by hand. He punched out the
outline with a half-inch punch. The wheels
were made to move in opposite directions.
The whole measured eight by twelve feet
and he backed it up with electric lights of
different colors.
He earned patronage, also. And patron-
age was forthcoming.
No more vital truth than the obvious one
that these examples point out lays claim to
the attention of the theatre man. The day
of easy money is history, pleasant in a way
but very dead. A new order of things
exists.
"If it's worth having, it's worth earning."
CONEY ISLAND BONE OF THE SCENES M
CECIL B. DEM1LE.S .
SATURDAY WGHT
NOW SHOWING-
WH. ASTENBERG, Orpheum theatre, Scottsbluff, Neb., produced this illuminated display for
* Paramount's "Saturday Night" at a total expense of $15 and the time it took him to make it. Con-
struction details in story herewith.
42
EXHIBITORS HERALD
Mav 27. 1922
ONE of the ten music windows used in In- E*IFTEEN young women made up the Piano Band used by the Circle theatre in its presentation of
dianapolis during the run of "Smilin' Through" * "Smilin* Through." A similar feature may be produced in any city where proper arrangements
at the Circle. with a music class can be effected.
Lieber Campaign
"Circles" City
Ralph Lieber, manager of the Circle theatre, Indianapolis, covered the industrial
civic and social sides of the city thoroughly in his campaign for "Smilin' Through,"
First National attraction, establishing much new and valuable precedent for the
reference of other exhibitors using the picture.
A detailed report of the campaign is printed herewith.
MR. LIEBER arranged an elaborate
presentation and a vocal prologue of
a man and woman in the dress of the pe-
riod of early episode rendered the song to
tine effect. The man worked in one in a
"spot." Woman is discovered through a
scrim drop, as the lights dim up to show
her in a scene representing a garden. At
the conclusion of the second chorus, the
girl vision fades out and the screen is
dropped into place as the scrim is raised,
while the feature is screened.
Donn McElwaine, Circle publicity direc-
tor, had been plugging "Smilin' Through"
in his house organ and by announcement
in lobby for about sixty days previous to
the play date. An organ solo accompanied
by hand colored word slides of the song
"Smilin' Through" was a part of the Circle-
program the week previous to the showing.
Ten thousand heralds advertising "Smilin'
Through" (the song and record on one
side, the attraction, theatre, and play date
on the other) were supplied to song shops,
phonograph stores, etc., and were wrapped
with music and "stuffed" in record en-
velopes. A head of Norma Talmadge and
announcement was on the front page of
the "Theatre Guide," which is distributed
gratis in stores throughout the city. The
"original gown" was displayed in a promi-
nent downtown store window with card
reading This gown worn by Miss Tal-
madge in the filming of "Smilin' Through.''
now playing at the Circle, while a small
bisque boudoir lamp doll was dressed in a
dress copied from the large one and dis-
played in the Circle theatre lobby carrying
a credit announcement for the merchant —
saying that a replica of gown worn by Miss
Talmadge in "Smilin' Through" original
was now being displayed in a window of
L. S. Ayers Co.
About ten downtown store windows dis-
played songs, records, rolls and they were
set off by appropriate settings built by the
Circle art staff, representative of the "gates"
in the fence, in "Smilin' Through." About
two dozen handpainted window cards with
a head of Norma and an announcement
were placed in downtown stores, getting a
flash that would have been impossible with
any ordinary window card. The song
"Smilin' Through" was broadcasted several
evenings by a woman singer from Hatfield
Radio Station.
A rocm nearby was rented, and ten tele-
phones were installed with ten girls who
called numbers in the directory, announcing
the new policy at the Circle and the presen-
tation of Norma Talmadge in "Smilin'
Through."
For the opening day, prominent city anil
state officials were invited to attend. Mon-
day many members of the various women's
clubs attended, as did the Indiana Indorsers
of Photoplays, invitational letters having
been sent out in advance to the officers.
What to Do?
What to do to make an animated,
electrically lighted lobby display is told
in detail in this department's story,
"Worth Having? Worth Earning."
You've wanted that kind of a front.
DI.AYER piano roll* were advertised by their distributors in connection TEN girls were employed to telephone news of the engagement to citt«n«
* w,lh the Circle theatre exhibilon ol the First National attraction. over instruments installed especially
(or the purpose by the Circle.
May 27, 1922
EXHIBITORS HERALD
43
NEWSPICTURES
\\TITH a view to giving the exhibitor a better understanding of the importance of the
W News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
"NEWSPICTURES" A NEEDED
INSTITUTION, SAYS HYMAN
EXHIBITORS HERALD,
Chicago, 111.
You have touched upon an obvi-
ous opportunity to swell box office
receipts when you suggest promo-
tion of public interest in the news
reel.
We have long neglected the ex-
ploitation possibilities of the news
reel and I am glad for one that
you have appeared as its champion.
I further feel that we have under-
estimated the value of the news
reel. In fact, its long association
with the exhibiting industry seems
to have made it a bit of routine
rather than an essential of feature
value.
My first proffer of cooperation
is the attached statement of how
the Brooklyn Mark Strand news
reel is made an essential institu-
tional feature.
Sincerely,
EDWARD L. HYMAN.
* FINAL EXTRA *
KIN OGRA MS, No. 2143: Race Season Opens
at Belmont Park, N. Y. — Aid Flood Victims of
Naples, 111. — Taft Rededicates First Home of Su-
preme Court — Personalities in N ews of the Week
— Flagship Maryland Sails from New York to
Join Fleet — Sketchogram — Fresno, Cal., Cele-
brates Raisin Day— Rodeo Held at Chico, Cal. —
Track Men Meet at Drake — Territorial Specials.
No. 2144: America Aids Russian Famine Vic-
tims— American Legion Host to College Men at
Washington — Navy Crew Defeats Harvard and
Princeton — What to Do to Kxercise — Personali-
ties in News of the Week— Sacramento Sees Hair
Raising Contest — Sketchogram — Territorial Spe-
, cials. No. 2 1 4T> : Boston Officials Seize Rus-
sian Gems — "Mad Monk" Illador Rules Russian
Village — President Watches Tennis Match—
Sketchogram — Personalities in News of the Week
— Wisconsin Woman "Hears" by Fingers — Ter-
ritorial Specials.
PATH E NEWS No. 38: Colonies Represented
■ at Exposition in Marseilles, France — Baby Show
at Ocean Park, Cal. — Irish Labor Element De-
nands Peace in Dublin Demonstration — "Here
and There" — Pershing Guest at Annapolis — Xavy
Crew Defeats Harvard and Princeton — New York
Has Juvenile Chorus of 1,000 — America Con-
tinues Russian Relief Work — Territorial Specials.
INTERNATIONAL NEWS. No. 37: Stage
Rodeo at Ncwhall, Cal. — Washington Lumbermen
Assault Forest Giants as Revival Strikes Indus-
try— Pacific Fleet Tries Out Biggest Guns in
Pacific Off California — Hardings Attend Ameri-
can Legion Welcome to Athletes — George Mc-
jManus Sails for Ireland — Food Rushes to Starv-
ing Russians — Powers Cartoon — Territorial Spe-
cials. No. 38: Juarez Sees Ft. Bliss' Famous
; lumping Horse in Stunts — Tulip Festival at Bel-
ingham Wash. — Snapshots in News of the Day —
'iattle Forest Fires in California — Chicago Dare
f>evil Makes Low Record in Parachute Drop — Tad
( artoon — Territorial Specials.
M anaging Director of Brooklyn Strand
Outlines Method of Handling NeWsfilm
By EDWARD L. HYMAN
The "Newspictures" department of "Exhibitors Herald" is a needed
institution.
We exhibitors need such a department to impress upon us the im-
portance of the news or topical reel. Above all, we need such a depart-
ment for an exchange of ideas that may be applied practically to news
reels.
Obvious opportunity is seen last.
News reels have so long been a
stock part of every motion picture
performance that managers in com-
piling programmes haven't thought
of this necessary element of their
show in terms of feature or exploita-
tion value.
- Inspirational writers have long
told us that opportunity lies in the
everyday things that slap us in the
face. It took the exhibiting profes-
sion a long time to awaken to the
fart that the news reel has just as
much business-pulling power as any
other part of their bill, if tin- op-
portunities are hit on the nose when
they present themselves.
Selecting and editing the news reel sub-
jects lias always been one of the most
enjoyable and conscientiously worked out
parts of my life as a managing director.
I have not delegated the work, nor have
I trusted to luck. Every week the topical
review at the Brooklyn Mark Strand is
compiled as carefully as a news editor or
newspaper make-up man designates the
front page news and pictures for his
paper.
The news reel is the living newspaper.
Compilation of Brooklyn Mark Strand
news reel is first, a selection of the out-
standing pictorial news features of the
week. Secondly, it is an arrangement of
these news features so that their informa-
tive, educational and entertainment pro-
pensities are made most effective through
printed titles and musical synchroniza-
tion.
There is no need for a lecture on the
mechanics of making news reels. How-
ever, I am a convert of a news reel com-
piled from more than one news service.
A manager has wider field of selection
and opportunity for a well rounded news
reel in the end. For instance I often find
titles too short in one service as relates
to a specific series of news shots, but find
that rival service has the titles I desire.
Thus the two dove-tail, if one has the
titles and the other the shots I desire.
The best can be brought out of news
reels through proper use of incidental
organ and orchestral music and the back-
stage effects such as are used to re-
produce explosion, thunder and wind
sounds. I pay much attention to the
orchestral score for my news reels, see-
ing to it that the music ends absolutely
with the last scene for each subject. In
fact 1 strive to have the music for each
news reel subject so presented that it
would seem the score was exclusively
written for each subject.
* * *
Little deft touches and conversation-
making stunts can be tied up with the
news reel and can add to its continually
increasing popularity. Take for instance
a little plan I worked out in connection
with the news pictures of "The Un-
known Soldier" and his burial at Arling-
ton cemetery. As the picture showed a
bugler about to blow taps, I had the
house lights dimmed and finally left the
house in darkness, remaining thus for
five minutes in silence as a tribute. Then
our trumpeter blew taps. The tribute of
silence as given at the Strand was given
newspaper praise and attention in Brook-
lyn.
When Saint-Saens' burial was pictured
I paid a tribute to him inasmuch as his
music was popular among Strandgoers.
His "The Swan" was always received as
a violin solo so I halted the picture a
few minutes while the concertmaster
played the chorus from "The Swan."
I am glad that others can see the
chance for exploitation in the news reel
for 1 believe it to be one of the solid
things of the motion picture exhibiting
business.
44
EXHIBITORS HERALD
May 27, 1922
"NEWSPICTURES"
BARES FRAUD
BOOKING
"Newspictures," established for the purpose of aiding exhibitors in
the exploitation of the news reel, has served a double purpose in the case
of J. L. Meyers, Liberty theatre, Ivesdale, 111., who writes :
"Your new department, Newspictures, is all right. It showed us this
week where we were 'stung' in buying a news reel when the first one on
a new contract called for a 12-day issue and we received one instead about
26 days old."
If investigation discloses that misrepresentation in the execution of
news reel contracts is being practiced immediate drastic corrective meas-
ures must be exercised to assure the establishment of a trustworthy
foundation for the up-building of the news feature.
It is inconceivable that such an evil as
would seem to be revealed in this case
should be widely prevalent. Upon such
a working basis it is not probable that
the newspicture could have attained even
the admittedly retarded theatre develop-
ment it has experienced. It is apparent
that no serious hope can be held out
for further advancement if such a con-
dition exists generally.
* * *
On the other hand, it is entirely prob-
able that a misreading of stipulated con-
tract terms by one or both parties, a
miscalculation in the exchange shipping
room, or any one of a dozen possible
occurrences may be responsible for what
seems on the face of it to be a breach of
faith. These are matters for Mr. Meyers
and his exchange to thresh out for them-
selves.
In order that the possible condition in-
dicated may be cleared up and distributor
and exhibitor cooperation established
upon the basis of mutual confidence and
faith, which is the only circumstance com-
patible with progress, it may be well for
all showmen to examine into their booking
agreements and ascertaint he actual status
of existing relationships.
* * *
The mechanical side of newspicture
production and distribution is intricate,
necessarily. The element of time comes
in for consideration. The natural con-
test for "scoops" is another factor often
responsible for last-minute revisions of
content matter. It is not improbable
that in some instances these things may
lead to a certain confusion.
All this should be made clear, if ex-
hibitors are to be expected to put the
force of their exploitation machinery
back of news reels. The proper theatre
promotion of newspictures is not a mat-
ter to be lightly shifted to the shoulders
of any individual party. Wholehearted
cooperation is essential to success.
PRESS SHOWS
SHOWMAN
WAY
In the exploitation of feature and serial
film entertainment the showman finds no
substantial precedent available in other
industries.
In the exploitation of newspictures the
daily newspaper serves in that capacity.
Use it.
The methods that newspapers use in
exploiting their special advantages are
or should be, common knowledge. Yet
Extra!
Memorial Day, May 30, calls
for special screen matter of patri-
otic character.
Such material is scarce.
Newspicture libraries are rich in
appropriate negative.
The Newspicture producer who
announces the obvious "Extra" for
the occasion will render theatre
men a memorable service, estab-
lish a valuable precedent and make
a clean profit.
it is true that many who read newspapers
regularly see only the news, failing to
grasp consciously the mechanical or
policy side of the publication.
For the comfort and satisfaction of
the majority of readers it is well that
the normal eye functions thus exclusively
to take the essence of the news to the
brain. But the exhibitor, himself in a
position directly comparable to that of
newspaper publisher, should look be-
neath the surface.
It is pointless to go into detail. At
best a few surface points could be
touched upon.
Readers who use newspictures should
read the next newspaper that comes to
them twice — once for the news and once
for information as to policy, presentation,
etc., which will aid them in marketing
their newspictures.
The thing will become a profitable
habit.
BILLBOARDS
PAY PROFIT
Newspapers use the billboards. They let
their paper stand for a protracted period,
the cumulative effect arguing the wisdom
of this course.
With newspictures to advertise the ex-
hibitor for the first time finds himself in a
like position. Newspicture posters may be
used exactly as newspapers use their spe-
cial stuff.
Billboards pay the newspapers. They
will pay the exhibitor.
THE REST REEL
The "rest reel," supposedly a relic of
yesterday, is still in existence in some
theatres. We visited such a house last
week.
Worse, the news reel was made the rest
reel.
It is conceivable that circumstances make
such a rest provision necessary.
But the news reel, teeming with quick
interests, is least of all deserving of this
neglect.
CPECIAL billing of Fox News by the Audubon
theatre, New York.
FOX NEWS
FEATURE
SCORES
Newspapers talk volubly about their
special features, their special writers and
their "beats."
It should, but doesn't, follow that the-
atres talk about their special newspicture
features.
There is an occasional exception.
The management of the Audubon the-
atre, New York, saw in the Fox News
containing views of Morwich, race horse
sensation of the moment, a special fea-
ture.
They "played it," as a newspaper man
would put it, on special one-sheet boards
in front of the theatre. An accompany-
ing photograph shows the method of dis-
play.
The actual cost of the display was
small. Compared with the space that
newspapers devote to advertisement of
their special features it is insignificant.
In any case it is not sufficient to explain
away the fact that very few exhibitors
spend even this much money in behalf
of their news reel.
WRITER LAUDS
NEWS PICTURES
Closing a special article on motion pic-
ture advancement in the Tacoma Ledger,
a feature writer for that publication
writes: While entertainment goes on
apace and domestic scenes, broad farce
..lid "educational" pictures cross the
screen there is generally shown a most
interesting "moving picture supplement
to the daily newspaper — pictured shots
at the events of the world harvested by
such mediums as news weeklies.
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 56
"The man who works, and for
that matter, the woman who works,
have the right to spend their Sun-
day in innocent recreation, and any
attempt to say that taking that
right from them and their children
is in their interest is a pretense and
a sham.'' — Samuel Gompers.
Good Salesmanship
Will Defeat Reform
Salesmanship may be applied effectively to the fight against reform in its
relation to the theatre. In fact, salesmanship without a doubt has been respon-
sible to a perceptible degree in the past for the success many exhibitors have
had in combating the menace. Just what part salesmanship will play in the
ultimate abandonment of reform movements is problematical, but dealing with
the immediate situation it is interesting to note the achievement of an Ohio
exhibitor in overcoming the obstacles judiciously arranged by blue law
> advocates.
The reformer is a salesman — perhaps
unscrupulous, but at the same time im-
pressive enough to win sufficient support
to make a thun-
dering noise
which is heard
generally by
short-sighted leg-
islators.
That is not the
most proficient
s a 1 e s m a nship,
however. The
peddler of gold
bricks is a one-
t i m e salesman.
He paints a vivid
nicture of wealth.
He makes his few
sales in a partic-
ular locality and
is on his way.
Should he return
to that commu-
nity he would be
mobbed or placed
behind bars. Sim-
ilar to the methods of the gold brick
.alesman are those of the reformer. At
'first he is impressive, but later he be-
comes annoying.
Exhibitors must not be gold brick
salesmen. They must purvey the truth
*nd in this manner crystallize a public
sentiment which will be lasting. Once
the public has faith in its community
theatre owner all the reformers in the
>vorld could not alter their opinion.
* * *
Lee Follette of Gibsonburg, O., is a
;ood salesman.
Gibsonburg has its reformers, but they
ire of the gold brick variety. Follette,
Lee Follette
the better salesman, convinced local au-
thorities that a majority wanted Sunday
shows. Not only was he granted a per-
mit to operate on the Sabbath, but the
Town hall was turned over to him for
the purposes of exhibition.
Follette has the Star theatre in Gib-
sonburg. In his lease is the provision
that the theatre shall not be operated on
Sunday. To show on the Sabbath, he
had to overcome two obstacles. Resi-
dents of Gibsonburg knew he had accom-
plished this when recently they read the
banner across the front of the Town hall.
It bore this inscription:
" 'The Old Swimmin' Hole,' a First
National attraction, at the Town hall,
Sunday night."
* * *
You ask, "But how did he do it?" Let
him tell you.
"Strict Sunday observance is a reli-
gious scruple with my landlord and, ac-
cordingly, when I took over the premises
it had to be with the understanding that
there would be no desecration of the Sab-
bath.
"But the way out was easy. I went
to the authorities and laid the matter be-
fore them. I proved that there was a
demand for Sunday pictures in Gibson-
burg, and that it came from some of our
best people.
"And so I got permission to run pic-
tures in the Town hall on Sundays and
such other holidays and holy days as I
may be excluded from my regular place
of show business under my lease."
Salesmanship is the answer to the
question, "How may we effectively fight
the reform element?"
Follette has proved that.
The successful showman is a success-
ful salesman. He must be a salesman or
his success is limited. As a salesman
he has the same opportunities of defeat-
ing injustice as had Follette.
Let every exhibitor be as determined
in selling the Sunday show to the public
as he is in selling his daily program and
he will have eliminated a great percent-
age of the agitation for blue laws.
Film Turf Classics for
New Jack Pickford Film
Colonel
Louisville
Pickford
Kentucky
Various
be a part
rison's Fi
to be Mr
Allied C
scenes wi
handicap
Matt Winn, president of the
Jockey Club, granted Jack
permission to photograph the
Derby run cn May 15.
scenes of the turf classic are to
of the picturization of "Gar-
nish," a racing story which is
Pickford's first production for
orporation. Additional race
11 be taken at the Manhattan
at Belmont on May 25.
Pathe to Publish Rolin
Comedy Series June 11
Twelve one-reel Rolin comedies have
been added to the Pathe short subject
program. These will be published dur-
ing the Summer every two weeks be-
ginning June 11.
Order Your Slides
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, 111.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
Name
(Write name and address legibly)
Theatre
Street
Cify
; = =]
46
EXHIBITORS HERALD
May 27, 1922
DIGESTc/PICTURES of fAeWEER
REX INGRAM, the Metro director, who has many
big pictures to his credit, is of the opinion that
it is all wrong to acquaint the public with the
mechanics of motion picture making, that it destroys
the illusions of the screen and in time reacts upon the
producer. In other words letting the public "see the
wheels go 'round" robs the screen of the illusions it
creates. To illustrate his point further he states:
"The thrill would be gone from poetry if. as mar-
ginal notes to the verses, the writer related in detail
how difficult it had been to rhyme such and such a line.
Take away the casing of a piano and throw the spot-
light upon the wires within, so that the eye is drawn to
them and the recital would suffer from the distraction
of the mechanical curiosity. So why reveal how rain is
made to order for picture scenes : how railroad wrecks
are simulated ; why destroy the illusion when illusion
i> the prime desire of the audience?
"To preserve the semblance of reality is vital to
the success of every production. To expose the
mechanics of a production is fatal.
"If they are familiar with technical processes, a
couple going to the theatre will not feel pity for the
little waif in the rainstorm ; they will murmur to one
another, 'Aw, I know how that's done. That's not real
rain.' Chances are it might be, but once having been
tricked and then told about it afterward they remain
forever skeptical."
And we think the director of "The Prisoner of
Zenda" and "The Four Horsemen" is absolutely right.
Too many of the fan magazines are given to publishing
"behind the scenes" photographs that disillusion pat-
rons and rob them of much of their enjoyment in pic-
tures.—J. R. M.
"THE BACHELOR DADDY" (Paramount) is a
whimsical little tale of a. bachelor who attempts to
"mother" five orphaned youngsters. It has its bright
niMiuents and a decided appeal because of the children.
Thomas Meighan is the star. Capable assistance is
given by Leatrice Joy and Maud Wayne.
"SI I KR LOCK HOLMES" (Independent) with
John Barrymore playing the role made famous .upon the
stage by William Gillette, is a picture that will please
patrons of thi' silent drama who go in for detective
stories. It was directed by Al I'arker and produced in
America, England and Switzerland and is in eight reels.
"AROUND rill'. WORLD" (Burton Holmes) is
an unusually interesting film of a tour starting at New
York and ending in Japan, taking in Kngland, France,
Italy. Germany, Dutch Last Indies, and the Phillipines.
It is well worth seeing from every angle.
"BEYOND Till'". ROCKS" (Paramount) is an Eli-
nor Glyn story and has been mentioned as a sequel to
"Three Weeks." It contains a moderate amount of
melodrama and love-making, between a single man and
a married lady\ but nothing that will give offense.
Rodolph Valentino and Gloria Swanson have the prin-
cipal parts, assisted by Alec B. Francis, Edythe Chap-
man, Robert Bolder, June Elvidge and others.
"VERY TRULY YOURS" (Fox) presents the
versatile and charming Shirley Mason in a lively little
romance, concerning a hotel stenographer. Charles
Clary, Otto Hoffman and Allan Forrest have the prin-
cipal roles in support. Very well produced by Harry
Beaumont.
"THE WALL FLOWER" (Goldwyn) is Colleen
Moore's latest starring vehicle. It was written and di-
rected by Rupert Hughes and makes excellent enter-
tainment. Miss Moore has the role of an awkward,
homely little girl who longs for pretty dresses and male
companions but is denied both until a rich lady takes
her in hand.
"THE WORLDLY MADONNA" (Equity) is not
a particularly strong feature but the story's shortcom-
ings are somewhat redeemed byr the fine performances
of Clara Kimball Young and her supporting players.
It is a dual role story concerning sisters, one a
cabaret singer, the other a novitiate in a convent, who
look very much .alike. It was directed by Harry
Garson.
"WESTERN SPEED" (Fox) with Charles Jones
and Eileen Percy. It is the usual Western story, con-
taining much wild riding, sharp shooting and several
daring stunts. The film lives up to its title — for there
is plenty of speed. It was directed by William Wallace
and Scott Dunlap. Good photography abounds.
"ACROSS THE CONTINENT" (Paramount) re-
stores Wallace Reid to motor drama. Theodore Rob-
erts gets the usual excellent results with the usual ci-
gar. Mary MacLaren is the young lady in this case.
The popular lore of the Ford car is lifted bodily and
applied to the Dent about which the story centers. The
picture is on a par with "Excuse My Dust." "What's
Your Hurry?" and other Reid pictures of the type, with
a strong advantage in the timeliness of its publication.
"THE YE*LLO\Y STAIN" (Fox) makes a fairly-
entertaining story for starring John Gilbert, although
it is quite obvious from the start. The story relates the
struggles of a young lawyer in a one-horse town and
his ultimate success when pitted against moneved in-
terests.
"THE GIRL IX INS RO< )M" (Vitagraph) proves
diverting principally because it is well acted and well
directed, with beautiful sets. There is just enough
variation to the rather familiar situations to sustain
one's interest to the conventional happy finish. Alice
( aHioun has had stronger vehicles than this.
"Till'. BEAUTY DOCTOR" (Cosmopolitan-Para
mount) is an adaptation of a musical comedy, in which
Raymond Hitchcock starred and is again the featured
player upon the screen. Several well known screen
players appear in his support including Montagu Love,
the Fairbanks twins, Diana Allen. Hilly Van, James J.
Corbctt and Laurence Wheat. Amusing.
COLLEEN" MOORE IX
THE WALL FLOWER
(GOLDWYX)
Another Rupert Hughes story that
provides excellent light entertain-
ment and one of the most appeal-
ing and pleasing roles ever
enacted by this little star. An-
other ugly duckling tale but with
several unusual twists. The
Hughes subtitles are gems of wit
and the characterizations all ex-
cellent. Directed by Rupert
Hughes. Six reels.
! Rupert Hughes' latest production pre-
sents Colleen Moore in a most trying
ole. that of an awkward, homely, slen-
! iler little girl, but that she gets away
tvith it perhaps better than any other
[creen star the Goldwyn company could
jiavc chosen is greatly to her credit. The
nicture is both amusing and pathetic and
he Hughes titles add greatly to the pic-
ure's success. It was directed from the
mthor's original story and scenario, and
jt the Chateau theatre, where it played
> j. three days' engagement it received
enerous applause.
In Miss Moore's support there ap-
peared to advantage Richard Dix. Ger-
,rude Astor. Laura Laplante, Tom Gal-
,;ry. Rush Hughes. Dana Todd. Fanny
•tgckbridge and Emilv Bait. The col-
:ge boys looked the part and their
ranks were natural and not the over-
rawn slapstick jokes employed by so
lany directors.
Idalene Xobbin attends a village
ance, but due to the constant nagging
f her mother, she believes herself to be
: constitutional wallflower. By great
■ick she gets a dance with Roy Duncan
football star, although Roy is in love
'ith Prue Xickerson, the village belle,
arabee, another suitor for Prue's hand.
;lls Roy that Prue's name is Idalene
'obbin. and Roy sends an invitation -to
:tend a "prom" dance. Idalene and her
lother appear at the dance, and Roy
ribes his feliow students to fill Idalene's
ince card. She overhears part of the
irgaining and humiliated and hurt, she
ishes from the dance and stumbles in
ont of a passing automobile. With
Dth legs broken, she is picked up by
amela Shiel and Walter Breen. a
estcrner. She confesses she tried to
II herself — that she would never have
lover, a husband, home or babies, and
reen and Pamela plan to introduce a
^tle sunshine into the ugly duckling's
le. Pamela gives a house party when
lalene recovers, dresses her in beauti-
1 gowns and coaches her in poise. The
■liege cubs desert Prue for Idalene. but
ie prefers the company of Breen. who
oposes, she accepts and the romance
imes to a happy end.
Head Cast in "The Flirt"
Eileen Percy and Helen Jerome Eddy
■II have the principal feminine roles in
'he Flirt" to be filmed at Universal
'ty _ as a Universal-Jewel all-star pro-
lction from Booth Tarkington's epic of
nail town life.
GLORIA SWAXSOX IX
BEYOND THE ROCKS
(PARAMOUNT
A picture with many unusually
strong box-office angles. The
names of Gloria Swanson and Ro-
dolph Valentino are sufficient to
put it over, and added to this we
have Elinor Glyn, as the author,
and a thrilling rescue in the Alps.
No sir, you can't go wrong on
this. Sam Wood directed it.
Length 6740 feet.
Under the careful direction of Sam Wood
this Elinor Glyn story — which has been
called a sequel to "Three Weeks" — has
been moulded into an exceptionally enter-
taining production. It is typically a Glyn
story with several "big moments" and a
very pleasing finish, and will doubtless
prove one of the season's most successful
attractions. At least with the feminine
fans. For there is quite a feast for the
eyes in Gloria's gowns, and in Valentino's
languorous glances.
The story concerns Theodora Fitzgerald,
an English girl. who. to satisfy her father's
wishes, marries the rich but elderly Josiah
Brown. As a girl she had met Lord
Bracondale, who saved her from the water
when she fell from a row boat. They meet
again in the Alps, while on the honeymoon.
It is here that Lord Bracondale saves her
again and later declares his love for her.
She asks him to leave and never see her
again. However, at a pageant in London
they meet again, and it is then Josiah
learns that the two are in love. He leaves
for a dangerous expedition to Africa.
Theodora follows, hoping to Qvertake him.
accompanied by her father and the Lord.
Josiah is killed by a band of savages and
dies in his wife's arms. A year later the
two young people are happily wedded.
There are several beautiful scenes depict-
ing English coast life, and the scenes in
the Alps are well staged. There is an
unusual appeal in the suppressed love of
the Lord for Theodora and the chance
meetings, where they are thrown together
despite their efforts to remain apart, are
naturally and logically worked out.
Assisting the two artists are Edythe
Chapman. Alec B. Francis, Robert Bolder.
June Elvidge. Mabel Van Buren. Helen
Dunbar. Gertrude Astor, Raymond Blath-
wavt and F. R. Butler.
GLORIA SWANSON and Alec Francis
in a dramatic moment from "Beyond
the Rocks" an Elinor Glyn story pro-
duced by Paramount.
ALICE CALHOUX IX
THE GIRL IN
HIS ROOM
(VITAGRAPH)
Judged as a whole this Edward Jose
production should serve as fair
entertainment, principally because
it is well acted and nicely staged.
There is a stereotyped plot, how-
ever, with little action or excite-
ment to lift it above the ordinary.
Five reels.
This is the familiar plot of the girl
who has never seen her father, having
spent her whole life in a girl's school, who
returns to a beautiful home provided by
him. only to find that said horie belongs
to the hero of the story. 1 here is just
enough variation of the theme to hold
one's interest although the sophisticated
spectator will have little difficulty figur-
ing it out after the first reel. Some sus-
pense is created over the identity of the
father, but in a cut-back this is all clea-ed
up. Miss Calhoun looks charming ind
acts with her usual sincerity. She wears
some beautiful gowns, and is accorded
good support. Comedy touches are
added to pad the picture *.o the regulation
five reel length, and it will doubtless
please Miss Calhoun's followers, espe-
cially the ladies.
Myra Pendington packs her bags and
leaves the boarding school for the first
glimpse of her father, who has pur-
chased a beautiful home for her. Upon
her arrival she discovers a man in charge
who acted as attorney for the former
owner of the house. That night the real
owner of the house appears and discov-
ers Myra occupying the same. He later
finds that through a power of attorney
he had given his lawyer, he was cheated
out of all his property. He has fallen in
love with Myra. however, and avoids
causing her trouble. She goes to a dis-
tant town in search of her father, and
finds the lawyer in a cabin. Jack has fol-
lowed her and then the lawyer confesses
that he is Myra's father and had stolen
Jack's property. Jack proposes, is ac-
cepted, and it ends happily for all con-
cerned.
48
EXHIBITORS HERALD
May 27, 1922
JOHN BARRYMORE IN
SHERLOCK HOLMES
An interesting screen presentation
of Sir Arthur Conan Doyle's fa-
mous detective stories based upon
the play in which William Gil-
lette scored a big hit several sea-
sons ago. Directed by Al Parker.
Produced in America, England
and Switzerland. Length about
eight reels.
"Sherlock" Holmes," as presented in
the series of stories by Sir A. Conan
Doyle, seemed always of an indefinite
age, and more a "mind" than a flesh and
blood man. "Love" and Sherlock Holmes
seemed as far apart as art and arithmetic.
So it takes a certain amount of time to
get adjusted to seeing the classic John
Barrymore, looking very young and
handsome, appearing as the greatest de-
ductor of all ages.
Introduced as a student at Cambridge,
with Watson (played soberly by Roland
Young), as his chum, Sherlock Holmes
takes upon himself the unravelling of a
robbery, laid at the door of Prince
Alexis (Reginald Denny), also a student.
A bit confusing in the opening reels,
the story at last gets down to business
when, some years later, Holmes decides
to rid the earth of the arch-criminal,
Moriarty (convincingly played by Gus-
tave von Seyffertitz). Prince Alexis,
meanwhile, has become crown-prince and
jilted Rose Faulkner (Peggy Bayfield),
who commits suicide, leaving her sister,
Alice (played by Carol Dempster), to
avenge her. This Alice plans to do by
using the love letters written Rose by
Alexis when the latter marries. Holmes
has fallen in love with Alice during his
student days. Moriarty wants the let-
ters that Alice holds and engages James
Larrabee (Anders Randolf) and his wife
(Hedda Hopper) to get Alice into their
home and obtain the letters. Despite
every effort, Alice will not tell where
the letters are hidden. Holmes, hearing
the girl he loves is involved, takes the
case for Alexis, and by a clever ruse,
discovers where she has them hidden.
Using them as bait, he leaves them with
her, hoping to trap the man he is de-
voting his life to get — Moriarty.
Things begin to move fast and furious
from here on with Holmes scoring first,
then the criminal, then Holmes, until
climax piles upon climax and at last
Holmes defeats and secures his man.
There is some excellent suspense in tin-
sequence where Moriarty removes every-
one from about Holmes and then seeks
him to kill him. But, of course, he fails.
An excellent cast, in addition to those
mentioned, supports Jack Barrymore in
his effort — Louise Wolheim, of hairy Ape
fame, stands out in a few scenes, and
Lumsdcn Hare registers as Dr. LeiKhton.
William Powell plays "Forman Wells"
and Robert Sellable docs strenuous work
as the henchman of Moriarty.
The photography is good, and the in-
terior sets convincing, particularly the
atmosphere achieved in Holmes' place
at 221 Baker street.
Jack Barrymore deserves credit for
taking on so pronounced a character and
making you feel, finally, he is really Sher-
lock Holmes. A picture that will please
patrons of the silent drama.
CLARA KIMBALL YOUNG IN
WORLDLY MADONNA
(EQUITY)
Popular star in dual role. While
story is not particularly strong,
nor convincing, the work of Miss
Young and other members of cast
is pleasing. Settings and light-
ing effects adequate. Directed by
Harry Garson. Six reels.
The artistry of Clara Kimball Young is
taxed to the full in "The Worldly Ma-
donna," a new state rights feature pro-
duced by Harry Garson. She plays two
roles, that of Lucy Trevor, a cabaret
singer, and Janet Trevor, an inmate of a
convent, and gives a distinct characteriza-
tion to these widely separated roles. The
scenes in the convent are of necessity re-
strained and slow of action, in contrast
with the wilder moments of the cafe. The
picture opens with enough thrilling inci-
dents to satisfy the most blase. There
are two murders, involving a dope ped-
dler and a politician, in the early footage,
which gives the picture the needed sus-
pense.
Richard Tucker, William P. Carleton,
George Hackathorne, Count DeLimur,
William Marion and Milla Davenport ap-
pear in support. The photography is fair
with several beautiful shots showing ex-
teriors of convent grounds.
Janet Trevor, in an attempt to save her
wayward sister, Lucy, who has become
involved in the shooting of John
McBride, a politician, changes places
with Lucy. Janet is arrested and placed
in jail, but McBride recovers and has
her released, believing her to be Lucy.
Graves, a cafe keeper, accuses McBride
of killing Lorenz, a waiter in Graves'
place, and he, also thinking Janet is Lucy,
accuses her of being a witness to the
murder. It develops, however, Lorenz
was shot by Ramez, a hunchback per-
former at the cafe, in love with Lucy.
Finally McBride "gets the goods" on
Graves and exposes him, Ramez confesses
to the shooting and it is then disclosed
that the two sisters had changed places.
Lucy, however, has found contentment
within the convent walls and is happy in
the knowledge that Janet and McBride
are to be married. There are aspects of
the religious theme which are liable to
entail criticism.
LARRY SEMON IN
A PAIR OF KINGS
(VITAGRAPH)
Borrowing from Sir Anthony Hope
and George Barr McCutcheon Larry Se-
mon presents a swift-moving, slapstick
comedy with a "Prisoner of Zenda" and
"Graustark" theme. In it he plays a dual
role — the ruler of a kingdom and a dock
laborer — and as may be imagined, it of-
fers plenty of opportunity for this active
comedian to deliver. The king is threat-
ened with a revolution and death, and
he abdicates in favor of the dock laborer
who has hidden in a box and been smug-
gled into the palace. The new ruler is
too lively for the plotters and after
smashing numerous vases over their
heads and dumping them into a cistern
beneath the palace, he is knighted by the
newly crowned queen. The action is
amusing and it will please where the
broadest of slapstick is in favor. Its an
elaborate and expensive comedy as far
as sets and costumes.
SHIRLEY MASON IN .
VERY TRULY YOURS
(FOX)
Versatile and charming star in a
satisfying little romance. The
best vehicle Miss Mason has had
in some time. A small but well
chosen cast in support. Directed
by Harry Beaumont. Five reels.
"Very Truly Yours" has to do with a
very charming and vivacious little hotel
stenographer and her matrimonial experi-
ences. Of late Miss Mason has been
unfortunate in the selection of suitable
vehicles, but this tale, while not wholly
novel, makes up in part for what the
other lacked in entertainment value.
She always makes the most of her op-
portunities and as little Marie Tyree, dis-
appointed in love and the victim of a
hasty and unfortunate wedding, she is
thoroughly enjoyable. Others who give
a good account of themselves are Allan
Forrest, as Bert Woodmansee; Charles
Clary as his uncle; Otto Hoffman, Ma-
rie's uncle "Jimmie," Harold Miller,
Helen Raymond and Hardy Kirkland.
Marie is filling her hope chest and
counting the days when she is to marry
a young architect, Archie Small. But
Archie disappoints her by marrying a
wealthy widow. Marie, thereupon, de-
cides to marry for money and during a
convention at the hotel she meets young
Woodmansee, whom she supposes to be
wealthy. They marry in haste and when
she has spent her allowance and starts
charging dresses and hats to her hus-
band, she learns that he is only a nephew
of the rich Mr. Woodmansee. They sep-
arate and he is given a position in his
uncle's mills, while she goes back to her
job at the hotel. The uncle appears and
threatens her with arrest because of the
bills which have been sent to him. Marie's
uncle Jimmy shoots the elder Woodman-
see, and Marie nurses him back to health.
Thereupon he proposes to her, not know-
ing she is married to his nephew. Hav-
ing won his heart completely he sends
for the nephew and a happy reunion fol-
lows. Several excellent exploitation an-
gles present themselves, I'sing the title
and a hotel stenographer's romance as
the theme.
COLD FEET
(CHRISTIE-EDUCATIONAL)
This is an odd mixture of comedy anc
Northwest mounted police realism. I;
is a burlesque on the present day senti-
mental girl who goes in for stories o:
the Northwest, stalwart lovers, anc
crafty villains. Very well photographer
and directed, amid much unusual seen
ery for a comedy, with snow scene;
worthy of a feature picture.
Viora Daniel and Earl Rodney havi
the leading roles. Vioro is Mahle, s
novel-reading maiden, who Decomes In
fatuatcd with Northwest mounted po
lice stories. She leaves her father':
office to go to the North woods when
she hopes to meet a stalwart hero
Father plans to cure her of her will
ideas and sends word to his manager ii
Canada to impersonate the family phy
sician and have the office boob play thi"
role of "Cameron of the Mounted.'
Others of the office staff play bears an(
wolves, and howl lustily in the offing
A stuffed infant is thrown to the wolves
for Mabel's benefit and she is roughlj
treated by the "bad men" when a rca
Mounted Police arrives and cleans ou
I he place and makes real love to Mabel
Good, clean humor, well done.
May 27, 1922
EXHIBITORS HERALD
49
RAYMOND HITCHCOCK IX
THE BEAUTY SHOP
(PARAMOUNT)
A comedy version of a musical
comedy plot, excessively titled,
and therefor not a real motion
picture story, but one which pro-
vides amusement, if one isn't
prejudiced too strongly against
puns. Scenario by Doty Hobart.
Created by Cosmopolitan Produc-
tions.
Raymond Hitchcock returns to the
screen greatly improved since last he
faced the camera, in this Cosmopolitan
production of the musical comedy "The
Beauty Shop." by Channing Pollock and
Rennold Wolff. He is ably supported by
Maldonado (played in good form by
Montagu Love), the Fairbanks twins, as
3oco and Cola, Louise Fazenda as
j'Cremo Panatella," her father, played by
lone less than James J. Corbett. Sobini,
in undertaker (interpreted by Billy Van),
md Laurence Wheat and Diana Allen,
laying the lawyer and his sweetheart,
-litchcock is cast as "Dr. Arbutus Budd,"
. beauty docter.
There is a veritable rain of titles,
nostly spoken, and mostly consisting of
runs, but they serve to keep things go-
ng and get many laughs and several
miles.
A truly musical comedy plot unfolds
"self, with Dr. Budd besieged by cred-
tors who insist on their bills being paid,
.hile Budd is trying to perfect his beauty
ream and practice on his saxophone. A
ample of the titles follows — Creditor to
)r. Budd. thrusting bill under his nose,
Will you pay this note?"
Dr. Budd, taking bill. "I can't pay it
ut I can play it." Follow discords from
irchestra. Budd has purchased the right
o the crest of an impoverished noble-
lan and is using it on his lotions. This
obleman, Sizzerella, has fled his native
eath to escape giving the undertaker a
>b, as it is his turn, as last of the Siz-
irellas, to be shot by a Maldonado, ac-
jrding to time-honored custom in their
eaceful village of Bologna. Maldonado
id the undertaker hate to disappoint the
<pectant populace so Sobini goes to the
. S. A. to find and bring back Sizzerella.
e locates Budd and decides to take him
ick. as "all Sizzerellas look alike to
im." Budd. glad to escape his creditors,
~>ts. his lawyer and ward going along.
l Bologna the inn-keeper's daughter
lis in love with Budd but he becomes
lamored of one of the twins. Cola.
hose sister loves the scion of the rival
y puse of Maldonado.
Mix all these ingredients well, add an
ger undertaker and plenty of puns, and
ere's your plot.
As Dr. Budd turning the clock back to
cape the hour of the duel, getting
ixed up about the twins, trying to es-
pe marriage with the unlovely daughter
the inn-keeper, Raymond Hitchcock
s a busy time of it.
Ladies in the audience will find the
cture of interest when Budd hands
>mejy "Cremo" his beauty lotion telling
r to use as directed "and whatever hap-
ns it will be an improvement." When
e caked mud is at last removed by
idd with a hammer behold "Cremo"
lerge a beautiful and desirable maiden,
en her hair having curled during the
atment — probably when Budd started
eaking off the mud mask.
It's different, anyway.
Raymond Hitchcock in a scene from "The Beauty
Shop" (Paramount)
CHARLES JONES IN
WESTERN SPEED
(FOX)
Star works hard to put this story
over and it should satisfy. Little
that is new in plot or action.
Eileen Percy, cast in the role of
a poor girl of the sage-brush
country, in support. Where
Westerns are in demand it will
draw. Five reels.
Directed by William Wallace and Scott
Dunlap from a story by William Patter-
son White, this film lives up to its title.
There is plenty of speed. There is good
horsemanship, too, quick shooting, and
many unusual stunts, some quite improb-
able. It was indeed fortunate that the
run-away team kept to the middle of the
road and ran under the tree where Kane
was hanging by his knees, else the hero-
ine would not have been saved, and the
escape of Kane from a roomful of armed
deputies, while a good climax, was rather
theatrical and unreal. However, there
are enough good things in the picture to
overbalance these. The continuity is
good and the photography excellent.
Jones contributes a good character
study as "Red" Kane and Walter Rob-
bins, as "Shorty," is the comedian, as of
yore. Eileen Percy, as "Dot" Lorimer,
registered well in the critical moments
and Jack McDonald was sufficiently
tough as Brad Usher. J. P. Lockney was
Lorimer, Milton Ross, "Kansas" Casey,
and Jack Curtis played "Spunk" Lemm.
"Red" Kane, a brother of the plains,
rescues "Dot" from a run-away team, by
climbing to the branch of a tree under
which the horses dash. Previously she
had driven him off the place with a gun.
Tom Lorimer. her father, is wanted for
murder, and when the mail is robbed and
"Red" finds Lorimer sorting the express
company's money bags, he thinks "Dot's"
father is guilty. However, he defends the
family against the deputy until he has
followed out a "hunch" of his own, and
he finds the guilty party digging up the
express company's money and trying to
get away with it. The Sheriff captures
the realcrooks and Red marries Dot.
AROUND THE WORLD
(BURTON HOLMES)
Unusually interesting trip around
the world, personally conducted
by Burton Holmes. Photography
at times trying, owing, doubtless,
to atmospheric conditions. Well
worth seeing, however, from
every angle.
Starting from New York, this tour,
via the screen, takes us first to dear old
"Lunnon" — giving glimpses of familiar
buildings of interest as well as intimate
bits of the lovely river Cam, the throngs
on Piccadilly Circus, and a group of
high-hatted, white-collared Eton students.
Across the channel, in sunset glow and
we are in Paris. In addition to the usual
scenes one expects here there are some
unusual ones from the Eiffel tower, and
from the huge Ferris wheel. Some beau-
tifully tinted views of the palace of Ver-
sailles, and of the rural perfection of the
playworld where Marie Antoinette and
her ladies pretended to be country maids.
Then to quaint old Bruges, "that
ancient Flemish city," of which our Long-
fellow wrote, with its deliciously pic-
turesque bridges and scampering chil-
dren, viewed in panorama as we float
down the green-banked river.
Next an Alsatian city is unfolded to
the view. Here we get, in violent con-
trast, the pastoral beauty and utter peace
of the lovely country, and those sections
still blazoning to the world the ruthless
destruction of the arch-enemies of man-
kind— the German hordes. Like gaunt
skeletons still stand the ruins of what
were once cathedrals, peaceful homes, or
quaint meandering streets.
In rapid succession we travel through
sunny Italy, glimpsing Vesuvius in ac-
tion, some unusual pictures here show-
ing refugees fleeing from the monster in
whose shadow they dared build their
homes, their horses wading through
street so deep in ashes from the volcano
that clouds of it obscure the vision.
Venice is given a great deal of footage,
deservedly so, and then we stop in Rome.
Through Constantinople, Alexandria and
Egypt, all intensely interesting, enlivened
by unexpected personal touchet, then to
Jersusalem "the golden." Here we pass
through the streets made sacred by One
who seems again to live in the strange
old town. The ancient and modern jostle
elbows at every turn, Hebrews looking as
if they had stepped out of the pages of
the Bible rubbing shoulders with a smart
Tommy Atkins.
Then to the Dutch East Indies, hesi-
tating quite a while in Java, and enjoying
to the full the strange customs, native
dances and glimpses of a life totally dif-
ferent from the one we know. The
Philippines next, the walled city of Ma-
nilla revealing amazing changes wrought
by Uncle Same — modern hotels, model
army headquarters — across the pictur-
esque Pasig River, the native boats as
thick as sardines, catching glimpses of
the rice fields, or "paddy." both at the
seeding and harvest times, then to the
island of the ferocious Igorotes. the head-
hunters, grinning skulls arow in front of
thatched "huts. Next to dainty Japan,
traveling jinrickisha-wise through the
packed streets, eating rice and fish,
watching the Gheisha girls iy^ their
dances, then aboard the stearnV and
homeward bound.
Interesting from every point of view,
and one of the biggest arguments in
favor of the screen as an educational
factor.
50
EXHIBITORS HERALD
May 27, 1922
THOMAS MEIGHAN IN
BACHELOR DADDY
(PARAMOUNT)
While obvious as to plot this bright
little screen play has a decided
human appeal because of five pre-
cocious youngsters who keep the
star busy throughout the 6,200
feet of film. It is diverting, clean
and wholesome entertainment.
Directed by Alfred Green.
The drama and comedy of this latest
Thomas Meighan production are so nice-
ly balanced one is inclined to overlook
the trivial plot and revel in its good-
humored fun. At least audiences at the
Chicago theatre, where it played a week's
engagement, did.
Director Green made the most of the
Edward Peple story and through a well
chosen cast, numbering such players as
Leatrice J03', Maud Wayne, Adele Far-
ringion, J. F. McDonald, Laurence
Wheat and the five clever babies — Char-
lotte Jackson, Barbara Maise, Bruce
Guerin, the DeBriae twins — in support of
Mr. Meighan, got away with it much
better than would be expected.
The situation of a big hearted, good
natured bachelor transporting five small
but very active children across country
in a Pullman car held infinite possibili-
ties for much slapstick comedy, and this
was followed later by an equally humor-
ous scene in the bachelor's home. The
action is kept at a high pitch through-
out and it is safe to predict it will be one
of the season's most popular features.
Leatrice Joy was effective as the
stenographer, in love with her employer,
and Maud Wayne as the cold, haughty
fiancee gave a splendid performance.
Laurence Wheat as the lawyer-friend
supplied the necessary comedy touch.
Following the tragic death of his min-
ing partner, Richard Chester, wealthy
bachelor, adopts Joe Pelton's five in-
fants. The tots upset the equanimity of
the passengers in a Pullman car enroute
to New York and when finally they arrive
at Chester's home they almost drive his
servants distracted. He decides to put
them in a school, all except the baby.
His fiancee, a cold society girl, refuses
to have anything to do with the children
and breaks her engagement when she
discovers Chester's interest is aroused in
his stenographer who has helped him
nurse the youngest child through a
night's illness. The secretary finally
wins Chester's love through the baby.
RAG DOLL ROMANCE
(EDUCATIONAL)
This two reel Webster Campbell com-
edy is worth anybody's time and money.
Put it down as one of the cleverest of
recent films in this class. It will de-
light old and young. At a downtown
Chicago theatre patrons rocked in their
scats at the earnest efforts of the dog
and monkey who busily serve the boy
and girl who boss them around. It
concerns a stingy old landlord — they're
all pretty much alike in pictures — who
demands the rent money in advance, a
tramppwho comes to steal grandma's
money which has just been returned to
her strong box, the monkey and dog
having taken from the landlord again,
and the capture of the tramp and re-
covery of the money with a happy end-
ing. Get it. It won't disappoint.
JOHN GILBERT IN
THE YELLOW STAIN
(FOX)
A good vehicle for this Fox star.
Several well drawn character
studies and a human and con-
vincing little story make this a
pleasing offering. Well directed
by Jack Dillon. Five reels.
Very well done is this story of a young
lawyer who fights and wins against heavy
odds in a small town. It is conventional
in plot but so convincingly played that it
holds the interest right through. Director
Dillon has made the most of the various
dramatic scenes and they have been care-
fully handled by the star. Claire Anderson
has a small but pleasing role, as the girl and
J. P. Lockney is the "heavy," a role which
he plays very well indeed. Gilbert puts over
the young lawyer with force and restraint.
Richard Keeth hangs his shingle up in a
small town where he has but one lawyer as
a rival. This man, however, is controlled
by a wealthy lumberman and warns Richard
to leave before the lumberman gets him in
his power. The town drunk discovers be
has been cheated out of valuable timber by
the lumberman and Richard takes his case.
On the day the suit comes to trial thugs,
hired by the lumberman, beat up the young
lawyer. He staggers into court, however,
and the townspeople ally themselves with
him and demand justice, but the lumber-
man is not satisfied to let up until he has
been given a severe beating by Richard. A
happy ending is supplied when the young
lawyer marries the village belle who as-
sisted in exposing the lumberman through
a confession made by her father as to the
plowing up of a dam.
Good photography, adequate sets and well
sustained interest make this a satisfactory
offering.
FAIR ENOUGH
(CHRISTIE-EDUCATIONAL)
"Fair Enough" is one of those in again,
out again stories, in which the action is
kept at a swift pace, with police cap-
tains, policemen and innocent parents
being the "goats." Dorothy Devore and
Earl Rodney are the principal players
and most of the action takes place in a
WALLACE REID. who again appears
in an automobile story, "Across the
Continent," his latest Paramount pro-
duction.
jail. Dorothy falls in love at first sight
with Rodney, and while racing after him,
breaks the law speeding. She is thrown
in jail and her father orders them to
keep her there as a lesson. Rodney is
also arrested and occupies the next cell.
They confide to each other that they
arc crooks, with bad records. Then Dor-
othy is released. She breaks the law
again and is arrested. Then Rodney
is released and tries to get back in. He
finally succeeds but finds Dorothy walk-
ing out of the jail as he enters. Then
the -judge sentences them to life to-
gether, which just suits both of them
and their parents.
WALLACE REID IX
ACROSS THE
CONTINENT
(PARAMOUNT)
Reid again at the wheel in racing
togs with a sentimental reason
for winning. Theodore Roberts
expertly present. A natural se-
quent of "What's Your Hurry?"
"Excuse My Dust," etc., and well
done. Directed in six reels by
Philip Rosen.
This time the car is the Dent. Fords
with disguised radiators serve. The es-
tablished aliases, "flivver," "Tin Lizzie,"
etc., are utilized freely. The Dent does
all the road tricks of which Ford users
boast, and thereby hangs the story.
In it Wallace Reid, as James Dent, son
of John Dent, maker of Dent automo-
biles, is dismissed from the firm because
he will not drive a Dent and goes West
with the Fontaine family in the high
priced make of car that bears the Fon-
taine name. The elder Dent attempts to
beat the cross-country record of the
Fontaine with a Dent and Fontaine's men
waylay his drivers. Young Dent offers a
cash prize for a free-for-all cross country
race, drives a Dent when his father's
driver betrays him, comes from behind
and passes the slate when rain in the
mountains ties them up, marries the
elder Dent's stenographer.
Mary MacLaren is the stenographer,
more effective in the office than in the
mechanic's overalls she dons for the big
finish, but good in all. That may be
said of the cast throughout.
Whether or not Reid pilots a car in the
Indianapolis races, as announced by
newspapers, the picture offers excellent
opportunity for timely exploitation. It
will stand up under such, particularly in
the estimation of the motor fans such ex-
ploitation will draw.
Set it down as a good picture.
SPECIAL DELIVERY
(FOX)
An A I St. John comedy, with Al's
trick bicycle, the Sunshine comedy lions,
and scenes en top of a high building,
playing a big part. The plot concerns
a radiophone message which Al is told
to deliver to a certain business man. A
gang of wicked looking plotters endeavor
to capture him and steal the message. A
long chase fellows and ends with the
safe delivery of the message and the ar-
rest of the" thugs. The title gets its
name from the special delivery depart-
ment of the postollice. These messen-
gers are called upon to haul the thug"
away.
Exploits "Foolish Wives"
Mare l.aelimami, of the Universal Ex-
ploitation Department, is on his way to
Texas to exploit "Foolish Wives" for the
Southern Enterprises chain of theatres.
May 27. 1922 EXHIBITORS HERALD 51
FIRST NATIONAL
LAUNCHES—
Nation-Wide Exploitation System
Distributing Company's New Service to Exhibitors Will Be
Under Supervision of Ned Holmes
Associated First National Pictures. Inc.. has inaugurated an exploita-
tion division, with representatives stationed in every exchange center, for G i ~ e Direct Service
the benefit of the exhibitors of the country. The organization of the new c L
department is another step in the carrying out of the company's principle tO E.X'h ibltOJ'S
of "exhibitor service."
The division has been in operation for
several weeks and has assisted many
showmen thus far in putting over pic-
tures in a big way. The results achieved
have won the praise of the exhibitors
who are swamping exchanges with re-
quests for the services of these "Minute
Men" in exploiting First National at-
fjactions. The agents are subject to the
call of any exhibitor in putting over a
First National picture anvwhere.
« • *
Many of the agents are veteran show-
men, and all of them have been care-
fully chosen for their demonstrated abil-
ity and accomplishments.
The staff is headed by Ned Holmes,
one of the most widely known showmen
NED HOLMES, who is in charge of
First National's new exploitation sys-
tem.
Bn the country and rated one of the best.
iHe entered the show business many
years ago, following a career in the
newspaper profession, and has had man-
agerial charge of some of the most cele-
brated stars of the theatre and circus.
* At various times he has been associated
In this capacity with Col W. F. Cody
i Buffalo Bill). Modjeska. Lewis Morri-
son, Rose Coghlan. Sadie Martinot.
Kathryn Kidder, Marie Cahill. De Wolf
popper, Robert Edeson. Helen Ware.
Treston Clarke, Grace Van Studditord
ind others. After Jack Dempsey became
vorld champion Mr. Holmes took him
>ut in his first show. He has even "man-
aged" a city and acted as mentor to the
Infanta Eulalia of Spain when she came
here as the guest of this country.
Mr. Holmes has been in charge of
numerous big publicity campaigns na-
tional in scope. He has handled many-
big pictures, from the days of Paul J.
Rainey's African hunt pictures down to
"The Four Horsemen of the Apoca-
lypse." which he directed throughout its
record-setting Chicago engagement of
379 performances at $2 top.
Mr. Holmes has gathered about him
a carefully selected corp of assistants,
and the division is now in full operation.
It is composed of the following:
J. M. Loughborough, who has worked on
the St. Louis Globe-Democrat, Chicago
Daily Xi~ws, Xew York World and Jour-
nal as well as other metropolitan news-
papers in various capacities. Has also
been connected with Pathe. Metro. Fox,
and R-C.
* * *
Fred W. McClellan. has had wide ex-
perience with road show attractions, and
was for nine years general manager of
Luna Pnrk. Coney Island. Manager
Panama Canal Show Exposition and has
been with D. W. Griffith. J. J. Mc-
Carthy. Sol Lesser, and has for two years
been with Famous Players-Lasky.
* * *
H. P. Joslyn. newspaper and advertis-
ing man has been associated with promi-
nent metropolitan newspapers and lead-
ing advertising agencies.
* * »
J. J. Gilmore. is a former theatre owner
and exploitation man for a number of
large productions.
* * *
H. G. Gill, has extensive experience as
a salesman, publicity man and is a for-
mer independent exchange man in Kan-
sas City.
* * *
Roe S. Eastman, was. for seventeen
years a newspaper writer and editor in
Cincinnati and has served in important
ad.-ertising capacities.
* * *
N. C. Wagner, has operated theatre?
and road shows, later entering the pub-
licity field where he handled exploitation
of a number of big features.
* * *
W. H. Laurance. has been with a
number of film and distributing com-
panies and since 1920 with First Na-
tional as publicity- and accessory man-
ager.
* * *
H. S. Fuld. has formerly been con-
nected with various trade papers and was
formerly editor of Famous Players-
Lasky's house organ. Has been promi-
nent in exploration and the music field.
* * *
Hal Oliver, has served in numerous
phases of publicity work, as well as hav-
Following are the staff men
and their respective territories in
First National's new nation-wide
exploitation system:
Ned Holmes Manager
J. M. Loughborough Special
Fred W. McLellan Los Angeles
H. P. Joslyn Chicago
J. J. Gilmore St. Louis
H. G_ Gill Kansas City
Roe S. Eastman Cincinnati
N. C Wagner Pittsburgh
W. H. Laurance Minneapolis
H. S. Fuld New Jersey
Hal Olver Boston
Harold Beecroft Unassigned
W. Bender Milwaukee
Edwin R. Coffin Omaha
Ace Berry Indianapolis
H. W. Ferguson Oklahoma Gty
Ed. McNamee New York
J. H. Steele Dallas
C. C. Pippin Philadelphia
Jack A. Pegler Washington. D. C.
Al Sobler Louisville
J. S. Toland Cleveland
Jeffrey Lazarus Buffalo
Hugh Cardoza Atlanta
John LeRoy Seattle
A. L. Burks Des Moines
Sid Laurance Detroit
Bob Harvey San Francisco
W. S. Stewart Toronto
ing been connected with new: papers and
various film companies.
* * *
Harold Beecroft. son of the advertising
manager of a motion picture trade paper
and has had a wide experience in the pic-
ture business.
* * *
W. Bender, has been connected with
various trade publications and large firms
in an executive and sales capacity.
* * *
Edwin Ray Coffin, has operated mo-
tion picture theatres in Iowa, written
many scenarios and has been a salesman
and publicity man for a number of film
companies. L'ntil recently he was public-
ity man and assistant manager of Omaha
First National Exchange.
* * *
Ace Berry, has himself been on the
stage and handled ' publicity for road
shows. Has handled publicity on a num-
ber of big pictures and been identified
with Selznick. Famous Playcrs-Lasky,
R-C and others.
« * *
Harvey W. Ferguson, is a former
newspaperman, dramatic critic and spe-
cial writer. He has also served in ad-
vertising capacities with various papers
(.Continued tn page 52)
52
EXHIBITORS HERALD
May 27, 1922
Thirteen Independent Exchange Men
Buy Warners' "Your Best Friend
Thirteen exclusive territorial deals have
been consummated to date by Harry M.
Warner, of Warner Brothers, with the
Harry Rapf production, "Your Best
Friend," featuring Vera Gordon, and it
is intimated that the entire coun.try will
have been disposed of soon.
Booked at Many Houses
Many prominent theatres throughout
the country are said to have booked the
picture. The Screenart Pictures Corp.,
of Boston, controlling the New England
rights, have booked the feature to be
shown throughout the entire S. Z. Po!i
circuit.
Close on to 10 theatres are said to have
booked the film in Texas and Oklahoma,
and more than 200 houses have signed in
the Greater New York territory. Other
theatres have contracted to show the at-
traction are the Strand, Cincinnati;
Orpheum, Akron; and Colonial, Sioux
Falls, S. D.
Vera Gordon will make personal ap-
pearances at the Strand, Cincinnati;
Orpheum, Akron; Colonial, Columbus;
and the Strand, Milwaukee.
Buyers Are Listed
The thirteen state right buyers that
have purchased the picture include the
Independent Film Corp., Phila., for
Eastern Penn., Southern New Jersey,
Maryland, District of Columbia, Dela-
ware and Virginia; Big Feature Rights,
Louisville, for Kentucky and Tennessee;
M. Mitchell, Atlanta, for Georgia, Flor-
ida, Alabama, North and South Carolina;
Tri-State Film Exchange, Minneapolis,
for Minnesota, North and South Dakota,
Wisconsin, and the Upper Peninsula of
Michigan.
Warner's Exchange, Detroit, for the
state of Michigan; S. & O. Picture Corp.,
Los Angeles, for California, Nevada, Ari-
zona and Hawaii; Creole Enterprises,
New Orleans, for Louisiana, Mississippi,
Panama Canal Zone and Pensacola,
Florida; Screen Art Pictures, Boston, for
the New England States; Kwality Pic-
tures, Inc., Seattle, for Colorado, Wyom-
ing, Utah, Idaho, Alaska, Washington,
Oregon and Montana; Apollo Exchange,
New York, for Greater New York and
Northern New Jersey; Specialty Film
Co., Dallas, for Texas, Oklahoma and
Arkansas; Associated First National
Pictures, Pittsburgh, for West Virginia
and Western Pennsylvania, Skirboll
Brothers, Cleveland, for the state of
Ohio.
"Your Best Friend" is said to tell a
story of .mother love in its most poignant
phase It was written and directed bv
Will Nigh.
Fourteenth and Final
Weeks Run at Miller's
For "The Siient Call"
Overtopping what is believed to be all
existing records for consecutive perfor-
mances in a motion picture house, "The
Silent Call," the First National dog pic-
ture, is playing its fourteenth week at
Miller's theatre in Los Angeles.
It will be the final week, although it
is stated the run could be extended into
a longer run, for there is no abatement in
the attendance. Previous bookings, how-
ever, prevent the extension.
When the picture is taken off it will
have been shown at 792 consecutive per-
formances. No other picture has at-
tained this mark it is claimed. "Strong-
heart," a Belgian police dog with a war
record, is the "featured player," in "The
Silent Call," which was produced by
Laurence Trimble and Jane Murfin from
a storv by Hal G. Evarts, and presented
by H.O. Davis. .
Advertising Truth
Urged by Ince
Truth in advertising was advo-
cated by Thomas H. Ince, pro-
ducer, at the national convention
last week.
Mr. Ince declared "that the
screen has reached a point where
absolute truth concerning pictures
from production to public showing,
and every element cf public inter-
est connected with them, is neces-
sary to hold the following of pic-
tures as greatest of entertainment
and educational medium of all time,
and unless organized industry in-
sists that all producers, distributors
and exhibitors follow such a course,
serious loss of public confidence
will result."
Al Christie Off to
Europe on Vacation
New Production Schedule to
Be Carried on During
His Absence
Al Christie, supervising director of
Educational-Christie comedies, is off for
Scotland, the land of his forebears, for a
few weeks' vacation. He sailed from
New York May 13 on the Olympic.
While he is away a Scotch picture for
which he has been making plans will be
filmed in Los Angeles under the direction
of Scott Sidney.
Neal Burns to Star
Just before Christie left Los Angeles
for New York to get his ship, he assigned
Neal-Burns to work in the new comedy,
which will have haunted ancestral castles,
kilts, heather and the like.
This picture and a prize fight comedy
featuring Bobby Vernon with Vera
Steadman to be made under the direction
of William Beaudine during Mr. Christie's
absence, will be the first comedies under
Christie's new contract with Educational,
which provides for a smaller number of
Christie Comedies, but for each one to
be a finer comedy.
H. D. Edwards With Him
Christie has finished the final picture
of the current series, a camping out story
filmed at Crags Country Club. This pic-
ture, which has been titled "Mile-a-Min-
ute Mary," features Dorothy Devore.
Mr. Christie is accompanied on his trip
by H. D. Edwards, production manager
for Christie Comedies. They were pre-
ceded to Europe by Frank Roland Conk-
lin of the Christie scenario staff.
"Hands of Nara" Finished
Zierler Photoplay Corporation has
completed filming of "The Hands of
Nara," under direction of Paul Garson.
Clara Kimball Young is the star. Metro
Pictures Corporation is the main dis-
tributor.
Second National Pictures
Making Arrangements to
Widen Scope of Activity
Second National Pictures Corporation
is preparing to enlarge its scope of opera-
tions. Originally twelve feature photo-
plays were acquired for publication in the
current season, at the rate of one each
month. Five of these already have been
offered to exhibitors, and three of them,
according to the reports of the New
York offices, have been extensively sold
throughout the country.
Negotiations now are under way, it is
announced, for the addition of four
special productions to the list of Second
National Pictures offerings, and it is ex-
pected that arrangements will be made
for the publication of these to first-run
houses in key cities within sixty days.
FIRST NATIONAL'S
EXPLOITATION MEN
{Concluded from preceding page)
and at one time managed an independent
exchange.
* * *
Ed McNamee, is a former advertising
manager of a number of Keith houses
and has been with the publicity depart-
ment of Fox Film Corporation.
* * *
J. H. Steele, has taken the steps of
stage director, producer and manager and
was for three years with the publicity
and advertising division of Interstate
Circuit, and has had all-around exploi-
tation experience.
* * *
C. C. Pippin, has been prominently
identified in various capacities with Gen-
eral Film Company, Paramount and
George Kleine and has been with First
National at Philadelphia since 1919.
* * *
Jack A. Pegler, is a former newspaper
and publicity man whose motion picture
experience has been with Mayflower
Photoplay Corporation and handling the
Dempsey-Carpentier fight pictures.
* * *
Al Sobler, formerly was with the pub-
licity department of Vitagraph and was
in charge of the Goldwyn service de-
partment. He has a wide experience in
trade paper advertising and publicity and
has handled exploitation of a number of
big Fox pictures.
* * *
J. S. Toland, has been prominent in
advertising work for a number of big
manufacturers and since September, 1921,
has been with First National's Cleveland
office as publicity man.
* * *
Jeffrey Lazarus, is one of the founders
and managers of "The Credit Guide,"
a trade paper, and has been with the
Leo Brecher circuit of New York the-
atres as exploitation manager later com-
ing to First National.
* * *
Hugh Cardoza. began his career as a
newspaperman and later joined Jake
Wells as publicity man for Bijou Stock
Company where he remained for fifteen
years supervising a number of houses,
lie has also managed Loew's Bijou in
Birmingham.
TTRACTIVE
24 SHEETS
mm
ph mr
THE PRODIGAL JUDGE
AN EDWARD JOSE PRODUCTION
FEATURING
JEAN PAIGE
AND AN ALL STAR CAST
ADAPTED MOM THE WOmO FAMOUS NOVEL
Bm VAUGHAN KESTER -
ALBERT i. SMITH
V I TA GRAPH
THE SON OF WALLINGFORD
WITH AN ALL STAR CAST
Written />/>.< ted by
Mr «nd Mrs. George Randolph Chester
vTtagraph
ALBERT E SMITH Prr.idrnl
FLOWER OF THE NORTH
• JAMES OLIVER CURWOOD
>lui:rt e. smith Pt***"1
^ ALICE CALHOUN
THE LIT
Adapted from the famous *
JAMES M. BARS
Directed by DAVID
V.
54
EXHIBITORS HERALD
May 27. 1922
Three important scenes from "The Man from Hell's River," an Irving Lesser production distributed by Western Pictures Exploi-
tation Co. and starring Irving Cummings.
Sport and Boxing Experts View
Conway Tearle in "The Referee
Henry Siegel, manager of the metro-
politan sales district for Select Pictures
Corporation and in charge of distribu-
tion of Select product in Greater New
York City, is tabulating results of an in-
teresting experiment which Select tried
recently when a Selznick picture was
given its New York premiere at an in-
vitation showing before a highly special-
ized audience.
The picture shown was Conway Tearle
in "The Referee." The audience as-
sembled was made up almost exclusively
of sporting writers on New York news-
papers and others who arc professionally
interested in boxing, to the number of
almost one thousand people at the Cri-
terion theatre at ' midnight.
Is Story of Ring
The thought back of the unusual show-
ing was that if "The Referee," which is
a fight picture from a story by Gerald
Beaumont in the Red Book, could be
properly introduced to those whose inter-
est is in the tight game there could be
created a real public demand for the at-
traction in theatres throughout New
Ybrk. Mr. Siegel is prepared to prove
that this is exactly what happened. Some
of the snorting writers found occasion to
make reference to the picture in their,
columns but it seems apparent that the
Let's Co-operate
Klein Urges
"The battle is over; the Wash-
ington convention is a memory —
now let's get busy," says Edward
L. Klein, producer.
"It is high time that personal
prejudices and jealousies were laid
aside and real progressive work
begun.
"Co-operation, not competition,
is the life of trade. Co-operation of
each individual factor in the mo-
tion picture industry is more neces-
sary today than ever before, and
it is time to put our hands to
the grindstone and do more
real honest-to-goodness construc-
tive work.
"If we have never worked to-
gether, let's begin now, that we
may help each other build as none
can alone."
greatest benefit from the showing is
coming from the mouth-to-mouth ad-
vertising which followed. Since the
showing it is said numerous requests
have been received from exhibitors
throughout Greater New York who are
not regular Select customers for book-
ings on "The Referee" and the explana-
tion given is that representatives of box-
ing and athletic clubs have asked that it
be shown in their communities.
Experts in Attendance
Among those present at the privat:
showing were: Patsy Haley, well-known
boxing referee; Jack Doyle, old-time
light promoter: Ike Dorgan, of the Tex
Rickard organization; Tad Dorgan, Nev;
York Evening Journal; Tom Powers,
Jack Smith, and Abe Curlcy, New York
American ; Dannie Lyons and Walter St.
Denis, New York Globe; Bill Worthy and
Bob Welsh, New York Evening Tele-
gram; Johnnie Pollock, Bob Edgren, and
Vincent Train or, New York Evening
World; and Bennic Holzman, New York
Evening Mail.
Southern Territories Sold
On New Polo Chapter Play
Rights to "Cap'n Kidd," Eddie Polo's
serial, have been puchased by First Na-
tional Pictures of Charlotte for North
and South Carolina, Florida, Georgia and
Alabama. Creole Enterprises have ac-
quired the states of Louisiana and Mis-
sissippi.
Kansas and Western Missouri have
been disposed of to Richards & Flynn of
Kansas City.
"Old Nest" Has Wide
Mother's Day Booking
Goldwyn's campaign to have its photo-
play of home, "The Old Nest," by
Rupert Hughes, booked by the exhibitors
of the country for return showing on
Mother's Day, was successful beyond
expectations, it is said.
Every available print of "The Old
Nest" was in use.
Praises Boy Scout Film
A. D. Jamieson, Boy Scout official* De-
troit council, has written a letter to
Pathe commending it for its "absolutely
authentic" one-reel picture illuminating
the life of the Boy Scouts.
R-C Units Launch
Cooperative Plan
Profit-Sharing Production
Gets Under Way by
New Companies
For what is believed to be the first
time in motion picture history produc-
tion on a large scale has been put into
effect on a co-operative basis by R-C
Pictures. Actual work of the first units
on a profit-sharing basis is under way.
The new R-C producing units which
P. A. Powers, managing director of R-C
has lined up include Ethel Clayton, for-
mer Paramount star; Harry Carey; Mr.
and Mrs. Carter De Haven; Jane Novak,
to feature in Chester Bennett Produc-
tions; Helen Jerome Eddy whose pic-
tures will be known as Ray Caroll Pro-
ductions; and Norman Dawn productions.
Plan Further Additions
Robert Thornby will direct six all-star
features a year and Emory Johnson will
produce specials, the lirst of which is
"The Midnight Call," now completed.
Doris May is continuing in light come-
dies.
Negotiations are pending it is stated for
two series of comedies to be made at
R-C studios as well as for a popular
male star and director.
First Film Ready
Mr. and Mrs. Carter De Haven are
the first unit to start actual production
under the co-operative plan and have
completed their first comedy entitled
"They're Off." Carey is scheduled to
star in six out-door pictures, the lirst of
which will be called "The Combat."
Western Pictures Changes
Title of Evans Production
To "The Sagebrush Trail"
Announcement has been made by
Western Pictures Exploitation Company
that the title of the Hugh B. Evans pro-
duction. "Ridin' Wild," has been changed
to "The Sagebrush Trail." The picture,
featuring Roy Stewart, Marjoric Daw,
Wallace Reery and Johnny Walker, was
directed by Robert Thornby.
The company, through Irving M.
Lesser, general manager, also announces
for distribution, "Man From
Hell's
River," from the James Oliver Curwood
story. Irving Cummings, the star, is sup-
ported by Eva Novak and Wallace
Beerv.
May 27, 1922 EXHIBITORS HERALD 55
Only Big Pictures Can Make Money
By
ADOLPII
Z UKOK
President
of
Famous
Players
Lasky
Corp.
The season now closing has pretty well established
vo things in this industry. These are (1) that the big
ieture, and only the big picture, can make money at the
3X-otfice, and (2) that, in view of the sharp curtailment
production, exhibitors must be sure, as far in advance
i possible, that their screens will receive a consistently
eritorious product from an organization upon which they
■n place dependence, for the protection of the invest-
ent they hold in their theatres.
Therefore, to meet these two problems, Famous Play-
s-I.asky Corporation announces for the first six months
next season the greatest, most complete schedule of
ally big pictures that has ever been offered to the ex-
bitors of this country.
This list of productions is not merely a tabulation of
les; in our announcement we give the actual release
ites, we give the names of stars, directors, the casts and
en the advertising accessories. Some of the pictures
already have been finished; others are in course of pro-
duction or are about to go into production in our studios.
All of them are established so that an exhibitor can deter-
mine his play dates for next season.
This announcement, I firmly believe, sets a new mile-
stone in the development of the picture business, because
it is the most complete and consistently meritorious pro-
gram ever placed in an exhibitor's hands. Here are the
big pictures which exhibitors are demanding, here are the
pictures which will enable exhibitors to swing into the
new season with their prosperity assured as far as it is
humanly possible to do so.
Famous Players-Lasky Corporation is proud of this
achievement. We are happy and proud that we can do
this service to exhibitors at a time when good pictures,
and nothing but good pictures, can be the greatest con-
tribution anybody can make toward the improvement of
our business.
56
EXHIBITORS HERALD
May 27, 1922
PARAMOUNT STARS — (Left to right) May McAvoy, Marion Davies, Bebc Daniels; (Center) Thomas Meighan, Wallace Reid
(Bottom) Agnes Ayres, Pola Negri and Betty Compson.
May 27. 1922 EXHIBITORS HERALD 57
Six Months of Paramount Films
Schedule of First
Three Months
"Loves of Pharaoh"
AUGUST
Aug. 7 The Dictator
Aug. 7 The Young Diana
Aug. 14 If You Believe It, It's So
Aug. 21 The Bonded Woman
Aug. a The Top of New York
Aug. 28 The Loves of Pharaoh
"// You Believe It, It's So'
SEPTEMBER
Sept. 4 Her Gilded Cage
Sept. 4 Nice People
Sept. 11 Blood and Sand
Sept. 11 The Valley of Silent Men
Sept. 18 The Siren Call
Sept. 18 While Satan Sleeps
Sept. 25 Manslaughter
"Blood and Sand"
OCTOBER
Oct. 2 The Mysteries of India
Oct. 2 Pink Gods
Oct. 9 The Old Homestead
Oct. 9 The Face in the Fog
Oct. 16 Burning Sands
Oct. 16 The Ghost Breaker
Oct. 23 The Cowboy and the Lady
Oct. 30 To Have and to Hold
Offers Complete
Advance Schedule
For the first time in the history of
the motion picture industry a leading
producing and distributing organiza-
tion places before the exhibitors a com-
plete advance schedule of its produc-
tions and their publication dates for
six full months. This is the achieve-
ment of Paramount, which today an-
nounces its schedule of feature pub-
lications from the beginning of the new
Paramount season, August 6, up to and
including January, 1923.
With this announcement the Famous
Players-Lasky Corporation submits to ex-
hibitors for their consideration forty-one
Paramount productions — titles, stars," fea-
tured players, directors, actual dates of
publication, casts, accessories, exploitation
suggestions— nearly three months in ad-
vance of the beginning of the half years
program. Furthermore, full information
concerning the authorship and character of
the stories is presented and in the majority
of cases even the players chosen for the
most minor roles are named.
This has been a Herculean task, un-
paralleled in the annals of the film indus-
try. No other company ever accomplished
such a thing. Money, brains and teamwork
have brought it about, and once more Para-
mount promises the seemingly impossible
with the obvious certainty that the promise
will be fulfilled.
For months this gigantic program has
been in preparation. For months every re-
source of the production department, un-
der the supervision of Jesse L. Lasky, has
been directed toward its completion.
Following the recently adopted Para-
mount policy of centering the company's
efforts on big special productions of assured
box office value, the first step was the ac-
quisition of stories and plays of such char-
acter that the task of "following through"
would be the easier.
Then the Lasky studio organization set
to work. First of all was the preparation
of the physical resources of production in
order that the ambitious plans might be
carried out. New buildings were erected,
new departments installed and older ones
enlarged. The huge open stage, the largest
of the Lasky studio group and known as
stage No. 4, was enclosed in glass with
framework of steel at a cost of several hun-
dred thousand dollars, making it the largest
glass-enclosed stage in the world. New
electrical equipment, of the most modern
type, was installed, and one of the most
recent innovations introduced was the erec-
tion of a complete radio telephone system,
whereby it is possible for the studio to
keep in close communication with produc-
tion units working outside on locations.
L'nder Supervisor-in-Chief Frank E.
Woods the system of supervision of pro-
ductions has been completely reorganized,
with each of the supervisors having charge
of a group of three or four pictures at one
time, from the moment the scenario is
turned over to the director to the comple-
tion of the editing and titling.
With a wonderful personnel of directors,
stars and stock players, whose names ac-
company this story at its beck and call, and
with the remarkable list of stories and plays
already started through the channels of
Schedule of Last
Three Months
''Nice People*'
NOVEMBER
Nov. 6 The Man Who Saw Tomorrow
Nov. 6 On the High Seas
Nov. 13 The Young Rajah
Nov. 20 Anna Ascends
Nov. 20 Clarence
Nov. 27 The Impossible Mrs. Bellew
Nov. 27 Enemies of Women
"The Top of New York'
DECEMBER
Dec. 4 Ebb Tide
Dec. 11 The Pride of Palomar
Dec. 11 Outcast
Dec. 18 Singed Wings
Dec. 25 Back Home and Broke
Dec. 25 A Daughter of Luxury
"Her Gilded Cage"
JANUARY
Jan. 1 Kick In
Jan. 8 Thirty Days
Jan. 8 Little Old New York
Jan. 15 The Spanish Cavalier
Jan. 22 Making a Man
Jan. 22 Missing Millions
Jan. 29 Notoriety
58
KXHIBITORS HERALD
May 27, 1922
Stock
Players
The Paramount
stock company may
well be termed the
backbone of Para-
mount pictures. Here
is a permanent or-
ganization of the best
known players ap-
pearing on the screen.
The list of these ar-
tists is as follows :Lila
Lee, Lots Wilson. Da-
vid Powell, Conrad
Nagel, Theodore Rob-
erts, Sylvia Ashton,
Walter Long, Charles
Ogle, Clarence Bur-
ton. K a t h 1 y n Wil-
liams, Ethel Wales,
Helen Dunbar, Anna
Q. Nilsson, Milton
Sills Theodore Kos-
loff. Walter Hiers. T.
Roy Barnes, Julia
Faye, Guy Oliver,
L u c i e n Littlefield,
Lillian L e i g h t o n,
Robert Cain, Mitch-
ell Lewis, Casson
Ferguson, George
Fawcett. Harrison
Ford, Tom Moore,
Edwin Stevens, John
Bowers, Alan Hale,
Herbert Standing,
Betty Francisco, Win-
ter Hall. Edward
M a r t i n d e 1, Frank
Campeau. Adele Far-
rington James Kirk-
wood, Mabel Van
Buren, Nita Naldi,
Maude Wayne, Fred
Huntley. M a y m
Kelso. Claire McDow-
ell. Will R. Walling,
Adolphe Menjou. Wil-
I i a m Boyd, Tully
Marshall, Edythe
Chapman, James Neill
and Clarence Gildart.
Here are leading men,
heavies, leading
women, ingenues,
comedians, juveniles,
character artists —
each a leader in his
particular line. Happy
indeed and well-
fortified, would any
producing organiza-
tion be if it could
boast any half dozen
of these sterling play-
ers as its stars.
production, the studio staff started system-
atically to map out its program in detail.
The stories, as they were acquired, were
turned over to the large corps of scenario
and continuity experts. The stars were
assigned to those pictures best suited for
their particular abilities, the directors chosen
and the full casts Selected. Then a com-
plete production schedule was laid out in
charts showing exact dates when new pro-
ductions w e r <■
to be started
and every minor
detail. Art,
technical a n d
costuming d e-
partments were
similarly co-or-
dinated.
Todav, fully
half of these
forty-one pro-
ductions are en-
tirely completed
or in actual
work of filming,
while the bal-
ance of the pro-
g r a m is so
accurately
mapped out that
the studio ex-
ecutives can tell
at a glance just
what each indi-
vidual in the
organi z a t i o n
will be doing at
any specified
date during the
next few
months.
Here is the
complete list of
the forty - one
pro d u c t i o n s
comprising the
schedule for the
first six months
of the Para-
mount year:
Wallace Reid
in "The Dictat-
or,'.' supported
by L i 1 a Lee.
From the play
■by Richard
Harding Davis.
Directed by
James Cruz e.
Scenario by
Walter Woods.
Marion Davies
in "The Young
Diana," a Cos-
mopolitan pro-
duction. From
the novel by
Marie Corelli.
Directed by Al-
bert Capellani.
Scenario by Luther Heed.
Thomas Meighan in "If You
It's So," by Perlcy I'oore
reeled by Tom Forman
demar Young.
Hetty Compson in "The Bonded Woman,"
ba8ed upon "The Salvaging of John Sum-
ner," by John Fleming Wilson. Directed
by I'hiiip K. Rosen. Scenario by A. S.
Le Vino.
May McAvoy in "The lop of New York,"
by Sonya l.evien. Directed by the late
William D. Taylor.
••The I.oves of l'haraoh," an F.rncst Lu-
UtSCh production, with Bmil Jannings,
Dngny Servaes and Harry l.iedtke.
Gloria Swanson in "Her Gilded Cage," a
Sum Wood production. By Elmer Harris,
suggested by Ann Nichols* play. Scenario
1 1) I'ercj Heath.
"Nice I'eople," a William de Mille pro-
duction with Wallace Itcid, Bcbc Daniels
Believe It,
Sheeban. Di-
Scenario bv Wal-
and Conrad Nagel. From the play by
Rachel Crotbers. Scenario by Clara Ber-
anger.
Rodolph Valentino in "Blood and Sand,"
a Fred Niblo production. From the novel
by Vincente Blasco Ibanez, author of "The
Four Horsemen of the Apocalypse."
Adapted by June Mathis.
"The Valley of Silent Men," with Alma
Rubens. A Cosmopolitan production from
the story by James Oliver Curwood. Di-
rected by Frank Borzage.
"The Siren Call," an Irvin Willat pro-
duction, with Dorothy Dalton, David Pow-
ell and Mitchell Lewis. From a storv bv
J. E. Nash.
Jack Holt in a Peter B. Kyne special,
"While Satan Sleeps." By the author of
"Cappy Ricks." Directed by Joseph Hena-
bery. Scenario by A. S. Le Vino.
Cecil B. De Mille's production, "Man-
slaughter," with Thomas Meighan, Leatrice
Joy and Lois Wilson. From the novel by
Alice Duer Miller. Scenario by Jeanie
Macpherson.
"The Mysteries of India," a UFA produc-
tion, presented by Hamilton Theatrical
Corporation.
"Pink Gods," a Penrhvn Stanlaws pro-
duction, with Bebe Daniels, James Kirk-
wood, Anna Q. Nilsson and Adolphe
Menjou. Adapted by J. E. Nash and
Soma Levien from the novel by Cynthia
Stoekley.
"The Old Homestead," with Theodore
Hoberts, T. Roy Barnes, George Fawcett
and Fritzi Ridgeway. Directed by James
Cruze. Adapted from Denman Thompson's
play. Scenario by Julien Josephson.
"The Face in the Fog," by Jack Boyle,
creator of "Boston Blackie." A Cosmopoli-
tan production.
"Burning Sands," a George Melford pro-
duction, with Wanda Hawley and Milton
Sills. From the novel by Arthur Weigall.
Scenario by Olga Printzlau.
Wallace Heid and I.ila Lee in "The
Ghost Breaker." From the play by Paul
Dickey and Charles Goddard. Scenario by
Jack Cunningham. Directed by Alfred E.
Green.
"The Cowboy and the Lady," a John S.
Robertson production, with Mary Miles
Minter and Tom Moore. From the play by
Clyde Fitch.
"To Have and
to Hold," a
George Fitz-
M an rice p r o-
duction, with
Betty Compson
and Bert I.ytell.
A d a p t e d b y
Ouida Bergere
from the novel
by Mary John-
ston.
Thomas Mei-
ghan in "The
Man Who Saw
Tomorrow." By
Perl c y Poore
S h e e h a n and
Frank Condon.
Directed by Al-
fred E. Green.
"On the High
Seas," an Irvin
Willat produc-
tion, with Dor-
othy Dalton and
Jack Holt. In
original screen
story by Ed-
ward Sheldon, author of "Salvation Nell."
"Romance," etc.
Rudolph Valentino
Rajah," adapted by Juni
novel, "Amos Judd,"
Mitchell.
Alice Brady in "Anna Ascends." from tlu
Directors
The directorial force
at the Lasky studio
is headed by Cecil B.
De Mille, director-
general, who stands
at the very top of his
profession as a pro-
ducer of money-mak-
ing pictures. There
are eight special u.
rectors, William De
Mille. George Fitz-
maurice, George Mel-
ford, Penrhyn
Stanlaws. John S.
Robertson, Irvin Wil-
lat, Sam Wood and
Fred Niblo. Other
directors constantly
employed in produc-
ing Paramount pic-
tures are James
Cruse. Joseph Hena-
bcry. Alfred E. Green,
Philip E. Rosen and
Paul Powell.
1 "The Young
Mathis from the
bv John Ames
play by Harry Chapman Ford. Directed
by Joseph Henaberv.
"Clarence," a William de Mille produc-
tion, with Wallace Reid, Agnes Ayres and
May McAvoy. Adapted by Clara Beranger
from the play by Booth Tarkington.
Gloria Swanson in "The Impossible Mrs.
Bellew," a Sam Wood production. Adapted
by Percy Heath
from the story
i by David Lisle.
"Enemies o f
Women," a Cos-
mopolitan pro-
duction, from
the novel by
Vicente Blasco
Ibanez. Direct-
ed by Robert
G. Vignola.
"Ebb Tide," a
George Mel-
f o r d produc-
tion, with Lila
Lee, James
Kirkwood, Ray
mond Hattor
and G e o r g t
Fawcett
Adapted
L o r n a Mc
from the nov
by Robert Loui-
Stevenson.
"The Pride of
Palomar," fron
the story In
Peter B. Kyne
A Costnopolitar
production, di-
rected by Frank
Borzage.
Elsie Fergu
son in "Out
cast," a John S
Robertson pro
duction. Fron
the play by Ilu
bert Ilenr\
Davies. See '
nario by Jose
phine Lovett.
"S i n g e t
Wings," a Pen
rhyn Stanlaws production, with Belie Dan
iels. From the storv bv Katherine Newlii
Butt.
Thomas Meighan in "Back Home am
Broke," by George Ade. Directed by Al
fred E. Green.
Agnes Ayres in "A Daughter of Luxury,
bv Beulah Marie Dix. Directed by Pan
Powell.
"Kick In," a George Fitzmaurice produc
tion, with Betty Compson and Bert I.ytell
From the play by Willard Mack.
Wallace Reid in "Thirty Days." A com
edy by A. E. Thomas and Clayton Hajnil
ton. Directed by James Cruze.
Marion Davies in "Little Old New York,
a Cosmopolitan production. From the pla;
by Rida Johnson Young. Directed b;
Prank Borsage.
Rodolph Valentino in "The Spanisl
Cavalier." Adapted by June Mathis fron
the famous play "Don Caesar de Kazan,
by Adolphe d'Enery and P. S. T. Du
menier.
Jack Holt in "Making a Man." A Pete
B. Ky ne special, directed by Joseph Henii
bcry. Scenario bv A. S. Le Vino.
Alice Brady in "Missing Millions," b*
Jack Boyle.
"Notoriety," a William de Mille pro
duction, with Bebe Daniels. An originn
story by Clara Beranger.
There is the Paramount line-up for tn<
Hrst si\ months of the season of 1923-2
The Distribution department has cleared it
decks fur action. Booking of these forty
one productions will start at once.
Stars
Among the bright-
est of all ' the stars
in the' firmament of
the films are those
who shine under the
Paramount banner.
They are Gloria
Swanson, Rodolp h
Valentino, Betty
Compson, Elsie Fer-
guson, Thomas Mei-
ghan, Wallace Reid,
Dorothy Dalton, Wil-
liam S. Hart, who
produces his own
pictures, Agnes
Ayres, Jack Holt,
Bebe Daniels. May
McAvoy, Mary Miles
Minter. Alice Brady
and Wanda Hawley.
This list does not
take into account
those responsible for
the splendid output of
Cosmopolitan Pro-
ductions, made spe-
cially for Paramount,
nor the product of
the Hamilton The-
atrical Corporation,
which distributes its
European -made pro-
ductions through the
same channels. Ma-
rion Davies heads the
list of Cosmopolitan
artists, while Pola
Negri and Ernest
Lubitsch, respectively
star and director, are
prominent among the
celebrities whom the
Hamilton organiza-
tion presents via
Paramount.
May 27, 1922
K XII I B I T ORS HERALD
59
Marks Achievement in Production
Elsewhere in this issue are the details of the stupendous pro-
gram of productions which Paramount lias announced for next sea-
son. Names of pictures, directors, stars, casts, publication dates,
md advertising accessories on each picture are listed in detail. But
lack of this announcement lies an absorbing story of one of the
.Teatest achievements in the motion picture industry.
Early this spring Adolph Zukor, with the foresight which has
•haracteri/.ed his career in motion pictures, declared that next sea-
nn was going to he different from any season this industry has
>assed through in that exhibitors would be faced with an immense
urtaihuent in their supply of pictures and at the same time would
>e obliged to show bigger pictures than ever before, as this year's
xperience had shown that only the big picture could succeed. Re-
iorts that had come to him showed exhibitors all over the country
1 ready were looking to next season with considerable anxiety, and
hat unless they were as-
ured of an ample sup-
kly of big productions
arly in the summer they
.ould not he in a posi-
ion to give the final and
ecisive blow to the de-
gression which has held
hem in its grasp for
he last several months.
This decision was
jllowed by several con-
erences with Jesse L.
,asky and Sidney H.
:ent, in charge, respect-
ely, of production and
istribution. Continual
;ssions in New York
ere followed by fur-
ler conferences at the
.asky studio in Holly-
obd. Interrupted, ha-
issed by the daily neces-
ty of their business,
ley were unable to give
le problem the undi-
ded attention they
i s h e d. Consequently,
ley put everything else
side and went down to
el Monte, California,
here for three days
ley discussed next
•ar's production sched-
e and finally reached a
'cision.
This decision entail-
1 one of ' the most
ceping, comprehensive
•oduction plans ever
lopted by any organi-
tion in the history of
ition pictures. In brief,
was this:
That the complete
ledllle of pictures for six months beginning August 1, should be
d out at once, with titles, stars, directors, casts, advertising
cessories and publication dates fixed in their entirety before the
nual Paramount district managers' meeting on May 2.
Despite the astounding magnitude of the task, Mr. I. asky ac-
pted the responsibility, and began at once to gear up his pro-
cing organization to a high point.
"I have been producing pictures since 1912," said Mr. Lasky,
ut never have I faced a job as big as that one. And I want to
1 you that it was the proudest moment of my life when I re-
med to New York and was able to walk into Mr. Zukor's office
d say, 'We've put it over. The job is done.' "
Jesse L
Vice President in Ch
What Mr. Lasky failed to tell, however, was the story of the
days and nights of labor, the handling of people, the constant
switching of his personnel on the immense chess board of pictures,
on which he moved stars, directors, leading people and stories into
a mosaic which finally dove-tailed together into a fixed six-month
production schedule.
"While the responsibility was mine, of course," said Mr. Lasky,
"this immense task could not have been driven through to comple-
tion without the unflagging zeal and untiring support of the men
and women of the production department.
"To Frank E. Woods, to Victor H. Clarke, to Hubert Kane, to
Julien Johnson, to each of our directors, to each of our stars, to
the members of our stock company and to everybody in the big
studio staff should go the ma jor credit for this momentous achieve-
ment. Nobody who has not lived through the white-hot con-
centration at the
Lasky studio in the last
three months can appre-
ciate the immense task
which these people have
accomplished."
For the purpose of in-
teresting more European
authors in writing di-
rectly for the screen, Mr.
Lasky has sailed for a
five weeks' sojourn in
England, France, Spain,
Italy, Austria and Ger-
many. He is accom-
panied by Mrs. Lasky
and Gilbert Miller, gen-
eral manager of Charles
Frohman, Inc.
Mr. Lasky has an ap-
pointment to meet Vi-
cente Blasco Ibanez,
author of "The Four
Horsemen of the Apoca-
lypse," in Madrid, for the
purpose of discussing
with him the details
of the Paramount pic-
ture, "Blood and Sand,"
starring Rodolph Valen-
tino, which is now being
made from Ibanez's book
and play of the same
name.
Among t h e authors
whom Mr. Lasky is go-
ing to confer with are
Sir James M Barrie,
Arnold Bennett, Edward
Knoblock, Jost ph Con-
rad, Robert Hichens and
R u d y a r il Kipling, in
England; Andre Rivoire
and Henri Duvernois, in
France; Melchior Leng-
yel, in Germany; Arthur
Schnit/.ler and Ernst Klein, in Austria; Ferenc Molnar and Andreas
Nagy, in Hungary; Ibanez and Martinez Sierra, in Spain, and
Dario Niccodemi, Grina Rocca and Enrico Serretta, in Italy.
Through Mr. Miller, who has an extensive acquaintance among
European authors, Mr. Lasky has been in communication with
these writers, and as a result of this trip it is expected that most
;>f these authors will come to this country to write directly for
the screen in the Lasky studio.
On his last trip to Europe the film producer persuaded Edward
Knoblock, Elinor Glyn, Henry Arthur Jones, and Somerset
Maugham to come to this country and study motion picture
technique in his studios and write for his screen.
Lasky
arge of Production
60
EXHIBITORS HERALD
May 27, 1922
PARAMOUNT DIRECTORS— (Top row, left to right) Fred Niblo, Irving Willat, Penrhyn Stanlaws, William deMille; (0
tcr oval) Cecil B. DeMille, Director General; (In Squares) Paul Powell, Joseph Henabery, James Cruze Alfred fc-. W-
Philip E Rosen, Ernest Lubitsch; (Bottom) John S. Robertson, George Melford, George Fitzmaunce and Sam Wood.
May 27, 1922
EXHIBIT
ORS HERALD
61
Sure Supply of Big Film
Is Theatre Insurance
By SIDNEY R. KENT
{General Manager of Distribution of
Famous Players-Lasky)
If there is one dominant, salient fact that has been
driven home to the industry in the last year it is that the
only box office insurance that amounts to anything is the
insurance of a sure, steady supply of big pictures. Words,
promises of cooperation, much-heralded policies — all three
go by the board when confronted with the question, "How-
good is the picture?"
It is on this basis that Famous Players-Lasky Corpora-
tion lays before the exhibitors of America the most com-
plete program of big pictures which has ever come out
of a producing organization. For six months from August
1, a series of forty-one productions are placed in the
hands of exhibitors in an array that is truly startling in
its thoroughness and in its magnitude.
These pictures are not promises — they are all set, estab-
lished, and they go to exhibitors backed by an organization
which has led the world in the high-grade consistency of
its product.
"How good is the picture?" We've answered it in terms
that must gladden the heart of exhibitors who have been
looking forward to next season with anxiety and doubt.
But in offering these productions to exhibitors, we also
expect exhibitors to reciprocate by doing their part. It
is not enough to book these pictures. Unless the exhibitor
names his playing dates and sticks to that date he is
likely to find himself in the position that imperiled him
this year — that is, without his big pictures assured, and de-
(Continucd on page 67)
Foreign Exhibitors Want
Big Pictures
By EMIL E. SHAUER
(Assistant Treasurer and Director of Foreign
Sales for Famous Players-Lasky)
The production program for the remainder of 1922 is
hailed with particular delight by the foreign department,
as it promises a continuation of the successful policy of
producing Paramount special productions of the type
which have been received with tremendous popular ap-
proval throughout the world. During the last year the
company's foreign offices have given their unqualified en-
dorsement to the policy of presenting all-star casts in
Paramount super specials by reporting the largest busi-
ness in the history of the foreign department. There is
every indication that the record-breaking success of 1921
will be eclipsed through the agency of the many big box
office successes scored by the production department in re-
cent months.
The demand for the highest grade American motion
pictures — a term synonymous with Paramount pictures
in the eyes of thousands of exhibitors in Europe, South
America, Africa, Australia and Asia — was never greater
than it is today. The long line of notable Paramount suc-
cesses of recent years has been an important contribution
to the upliftment of motion picture standards in all parts
of the world.
The outstanding event in the history of the film indus-
try in Australia has been the phenomenal success of "The
Sheik" at the Globe theatre, a leading first run house in
{Continued on page 67)
hi
EXHIBI T O R S HER A L D
May 27. 1922
PARAMOUNT STARS— (Top, left to right) Mary Miles Minter, Wanda Hawley, Gloria Swanson; (Center) Jack
Rodolph Valentino, William S. Hart; (Bottom) Alice Brady, Dorothy Dalton and Elsie Ferguson.
Hay 27. 1922
EXHIBITORS HERALD
63
Advertisin
Advertising
Paramount's six months' series of forty-
one new productions will he known hefore
next fall to every fan in America reached
by magazines and newspapers. General
magazines of national circulation, all of the
fan magazines and 1,300 newspapers in
more than 900 cities and towns are to be
used to tell the story of Famous Plavers-
Lasky's greatest effort.
It is the most extensive advertising cam-
paign yet attempted by this organization,
and this means much to exhibitors. The
program is being enlarged constantly un-
der the supervision of A. M. Botsford, ad-
vertising manager, and with the co-oper-
ation of Hanff-Metzger, Inc., on the na-
tionally circulated copy.
Under the main features of this new
effort The Saturday Evening Pott and the
Ladiet Home Journal will be used to in-
troduce the directors and stars and to em-
phasize Paramount Week. The entire list of
forty-one productions and the feature pro-
ductions for Paramount Week will be
given. The newspaper program will be in
the key cities. This will be only a part
of the advertising campaign, however, as
trade papers are to be used extensively,
accessories are to be prepared on a larger
scale than ever before and sales messages
setting a new standard in direct-to-exhib-
itor advertising will be sent out from time
to time.
The big display bearing upon the fall
program will start on June 17, with a
double-page layout in The Saturday Eve-
ning Pott, to be followed on July 8 and
on July 29 with a double-page layout in the
same magazine.
Immediately preceding the fifth annual
Paramount Week on September 2 the Pott
will earn- a double-page spread of Gloria
Swanson in "Her Gilded Cage." a Sam
Wood production, and William deMille's
production. "Nice People," with Wallace
Ht-id. Bebe Daniels and Conrad Nagel.
This will be followed on September 9.
also in the Pott, with a two-page elaborate
spread on Fred N"iblo*s "Blood and Sand.'"
On September 23, another big feature of
the nrogram. Cecil B. de Mille's "Man-
slaughter," will be announced in a double-
page spread.
to Reach
Lucien Littlefield, member of Paramount
stock company.
Exploitation
Realizing that the fall line-up represents
I he greatest box office values ever presented
by Paramount, the division of exploitation,
under the direction of Claud Saunders, is
going to make sure that every possible cent
is realized for the exhibitor. In view of
the record which this important depart-
ment has made during the pasc two years,
this is another Paramount promise which
exhibitors know full well will be carried
out to the letter.
The exploiteers in every exchange will
have advance "dope" on each attraction,
and will be able to outline a half-dozen
complete campaigns for any exhibitor re-
questing their services.
Shortly after the publication of each pic-
ture the Paramount Esploiteer, a journal
assembling all the news to date on how the
picture has been sold to the public, will
be published.
The division of exploitation which now
has charge of the Paramount paper has
some brand new material of unique char-
acter ready for the exhibitors. The posters
have been simplified in design and new
and startling color combinations have been
discovered. The paper has been prepared
with a direct eye to cut-out work, and ex-
New Peak
Publicity
Keeping pace with the progress of pro-
duction, distribution and advertising in-
volved in the big distribution program for
the season of 1922-23. the Paramount pub-
licity department, under the management of
Charles E. McCarthy, durins the coming
year will continue to provide exhibitors
with efficient service.
The department's mission is the popu-
larizing of the Paramount product with
the American public, thereby aiding exhib-
itors to more fully reap the financial bene-
fits which are entailed in the showing of
pictures.
Through the trade publications exhib-
itors are kept fully informed concerning
company policy, plans for new productions,
the progress of those in process of film-
ing, dates or publication and any number
of ideas calculated to be of benefit to ex-
hibitors in the showing of Paramount pic-
tures.
In every issue of the fan magazines news
stories and photographs of Paramount
stars are conspicuous while similar mate-
rial is often featured prominently in lead-
ing magazines of general circulation.
Text matter goes twice a week to 597
newspapers throughout the Cnited States
with a combined circulation of 18,316,285.
Photographs of Paramount stars, players
and scenes from productions are mailed
weekly to 360 newspapers with a total cir-
culation of 13.780,354. A weekly mat serv-
ice goes to 600 newspapers having a cir-
culation of 9,783,817. Once a week fashion
features in mat form, showing Paramount
feminine stars, are sent to 192 newspapers
with a circulation of 3.779.534.
Through the newspapers alone news of
Paramount activities reaches 45-.65P.990
readers of daily newspapers.
hibitors will find a variety of display uses
possible with the ones, threes, sixes and
twenty-fours.
The division of exploitation is at the
service of exhibitors everywhere. The ex-
ploiteers are men of wide experience — ex-
perts in their line. A letter or telegram
to the nearest exchange brings one of these
trained men to the assistance of any thea-
tre in solving the problem of selling the
picture to the public.
"Your Contract for Paramount Pictures"
A remarkable development in the sale of motion pictures
to exhibitors is the beautifully printed and illustrated booklet
"Your Contract for Paramount Pictures," which the Para-
mount advertising department has issued in connection with
the announcement of the new reasons line-up of productions.
Distril uted by Paramount salesmen to exhibitors, this
booklet noc only is an unusually complete advertising help,
but it also is the contract which the exhibitor signs when he
books next season's Paramount product. In the back of each
book is the application for a contract on the Paramount pic-
tures to be issued during the first six months of the new
season.
Thus even- exhibitor when he signs his contract for next
season's product, will have, as a part of that contract, a beau-
tifully illustrated, permanent record of the pictures he has
booked and dated. *
The lx>ok. handsomely hound in a green cover, repre-
sents the combined work of A. M. Botsford. advertising man-
ager; Patrick Kearney and the Paramount art department
under the supervision of Vincent Trotta.
All the handsomely illustrated advertising matter is done
in two colors, red and black. Thtre is a foreword by Adolph
/.ukor, followed by "A Pledge to American Exhibitors" by
Jesse I.. I.askv. first vice president in charge of production.
Then follows an elaborate double-page layout of all the Para-
mount stars and directors, and another of the members of the
the Paramount stock company.
The main part of the book consists of l>eautifully done
advertisements of each production on the six months schedule.
This is followed by comprehensive and helpful exploitation
suggestions prepared by the exploitation department under
the direction of Claud Saunders.
Closing the book is a forceful reminder of the immense
amount of money, running well into the millions, that the
company has expended during the past several years in popu-
larizing the name of Paramount.
64
EXHIBITORS HERALD
May 27, 1922
MEMBERS OF PARAMOUNT STOCK COMPANY: Left to right: Nita Naldi, Charles Ogle, Kathlyn Williams, Walter
Hiers, Anna Q. Nilsson and Theodore Roberts.
Elaborate Pictures on Schedule
T. Roy Barnes
Cecil B. De Mille's production, "Man-
slaughter," will prove one of the most
elaborate ever planned by him and is
certain to prove
a bigger drawing
card thai! "Male
and F e m a 1 e,"
"A n a t o 1," or
"F o o l's Para-
dise." This will
be a first Cecii
B. De Mille pro-
d u c t i o n to be
published in nine
months. J e a n i e
Macpherson
wrote the sce-
nario— in itself
assurance of the
artistic merir of
the piece. "Man-
slaughter" is the dramatic story of the
taming of a wealthy young woman who
knew no law other than her own will
There is spectacular action from the
start when Ly-
dia Thorne, or-
phan society girl,
brushes the ad-
monitions of her
former tutor and
present compan-
ion one side and
defies the con-
ventions. Some
wonderful prison
drama is intro-
duced, the exter-
iors being pho-
tographed at the
famous Tombs
prison in New-
York and the
Auburn State prison.
Helen Dunbar
A«ain the flaming color and romance
of Spain, another novel of Vicente Blasco
Ibanez, has gone
on the screen
with Rodolpb
Valentino in the
leading role. This
time it is "Blood
a n d San d," a
production by
Fred Niblo. It is
the romance of a
bull-fighter's life
— the rise from
poverty, the plau-
dits of a nation,
the turning from
a youthful lov<.
to intrigue with
an aristocratic
beauty. It is a succession of thrills with
striking backgrounds. No expense has
been spared in the making of this picture.
Mr. Niblo spent months touring the ori«-
Robrrt Cain
inal scenes of the novel, gathering authen-
tic costumes and obtaining experts to aid
him in staging reproductions of the real
bull-fights with-
out the features
to which Amer-
ican audiences ob-
ject. L i 1 a Lee
will appear as
the quiet beauty
whom the bull-
fighter marries
when he first at-
tains fame. Nita
Xaldi will por-
tray the aristo-
c r a t i c Spanish
woman who lures
him on with her
whims. Walter
Long will be a
Spanish bandit
and Charles Bel-
cher will be in the cast. The scenario
has been done by June Mathis.
Betty Francisco
of gorgeous costumes
Winter Hall
All the wealth
which it is pos-
sible to put into
the portrayal 3f a
successful stage
favorite and the
contrasting emo-
tions of her pub-
lic and private
life have been
combined in the
Sam Wood pro-
duction, "H e r
Gilded Cage,"
starring Gloria
Swanson. This
is a gripping
heart-i n t e r e s t
story with a re-
tirement of detail upon which Mr. Wood
has excelled himself. The scenes shift
swiftly from street to cabaret, dance hal!
and luxurious home interiors, with tile
action revolving
about Miss Swan-
son. The photo-
play was sug-
gested by Ann
Nichols' piny and
adapted by Elmer
Harris. The cast
is exceptionally
strong. In it are
David Powell,
Anne Cornwall,
Charles Steven-
son, Walter Hiers
and Harrison
Ford.
whose free and easy ways of living and
amusing themselves lead them into trou-
ble at times, despite the half-hearted
opposition of their conservative and in-
dulgent parents. It promises to repeat
the record-break-
ing success
scored by the
play of the same
name by Rachel
Crothers from the
time it was first
presented by Sam
H. Harris in the
K 1 a w theatre,
New York, and
as Mr. de Mille is
a recognized lead-
er among pro-
ducers of intim-
ate problem
dramas for the
screen, it is cer-
Walter Long
tain to register near the top of the list of
the year's box office pictures. William
de Mille has taken the scenario by Clara
Beranger and with the powerful cast
headed by Wal-
lace Reid, Bebe
Daniels and Con-
rad Nagel has
created an ab-
sorbing story
that cannot fail
to impress par-
ents and children
alike.
* * *
Scenes on such
a scale that
their magnificence}
startled blase New
York critics and
taxed the capac-
ity of the Crite-
rion theatre during
Maym Kelso
a nine weeks' pre-
1 .Hi in Leighton
N ice People
is a straight shot into the heart of the
modem problem of the young peoole
release engagement mark "The Loves of
Pharoah," the latest production by Ern-
est Lubitsch. It is the most ambitious
work thus far at-
tempted by the
young creator of
"D e c c p t i o n,"
"Passio n" and
"Gypsy Blood."
There are Egyp-
tian t e m pies
skillfully repro-
duced tiu- pillars
of which 6w arf
the m e n and
women standing
beside them;
there are stair-
ways and courts
which hold thou-
sands of actors
'■f
Fred Huntley
and leave impressive vistas beyond. A
whole city is pictured and at the close
•
May 27, 1922
EXHIBITORS HERALD
65
jurned to make more vivid the picture
of its capture by an Ethiopian army.
5ome of the greatest actors before the
Suropean public appear in this produc-
ion. Emil Jannings, the king of "De-
ception," appears
as Pharoah. Paul
Wegener, director
of "The Golem."
is the Ethiopian
king in "The
Loves of Pha-
roah." Dagny Ser-
vaes, one of the
most beautiful
women in Europe,
is the Greek slave
girl, and Harry
Liedtke and Ly-
dia Salmanova
have conspicuous
roles. It took a
year of study of
Egyptian history to lay even the ground-
-ork for this production.
Sylvia Ash ton
Again the desert, the romance of Egypt,
the fleeting action
of the tribesmen!
With it the vivid
story of a man,
who, loving the
silences and the
solitude of the
desert, is strong
enough to win
away from the
luxury and pleas-
ures of society,
the daughter of
the British gov-
ernor. The pro-
duction is George
Melford's work at
TuUy Marshall hs best The at_
osphere is not unlike that of "The
leik." All the thrills and dramatic sus-
:nse that made "The Sheik" a big suc-
ss are crowded into this, only with an
entirely different
story. Wanda
Hawley and Mil-
ton Sills have the
leading roles.
There are won-
derful scenes in
the moonlight at
Cairo, colorful
pictures of boat-
ing on the Xile.
and of the desert
with its cases and
pyramids in the
distant back-
ground, camels
and natives. Oth-
Edythe Chapman ers jn the cast
: Jacqueline Logan. Robert Cain, Win-
Hall and Louise Dresser.
One of the biggest successes in years
is promised in
"The Old Home-
stead" with Theo-
dore Roberts
heading an all
star cast. Real-
izing the possi-
bilities of the
famous classic of
the stage which
has had a never-
failing appeal for
audiences
throughout the
world for the
past fifty years.
Famous Players-
Lasky's produc-
tp department has gone the limit. One
< the remarkable features will be a cy-
1 ne in which a whole village is des-
1 >'ed, the only thing remaining un-
Oarence Burton
NEW FILMS— Top to bottom: "Burn-
ing Sands," "While Satan Sleeps,"
"The Bonded Woman" and "The Dic-
tator."
harmed being "The Old Homestead,"
which emerges from the havoc with its
serene attractiveness unmarred and with
the sun rising behind it — a symbol of the
permanent happiness to be found there.
Director James
Cruze was told to
put this over big.
He is doing so. A
strong cast will
support Mr. Rob-
erts. In it will
include T. Roy
Barnes, George
Fawcett and Frit-
zi Ridgeway.
* * *
"To have and to
Hold" is a ro-
mantic play of
Colonial days
among the set-
tlers of James-
t o w n, Virginia,
produced under the direction of George
Fitzmaurice, with Betty Compson and
Bert Lytell, supported by W. J. Fergu
William Boyd
Mabel Van Buren
son and Theodore Kosloff. It is a story
of adventure and love with the central
theme based on the experiences of an
aristocratic English girl who comes to
the colony with a shipload of other
women to become the bride of any set-
tler who chooses her. One of the vivid
scenes of the pic-
ture is the attack
by Indians on the
settlement and the
successful de-
fense.
* * *
"The Young
Rajah" presents
an entirely new
theme for a mo-
con picture. It
is a play of fas-
cinating contrasts
between the psy-
chic mysticism of
India and the
matter - of - fact
practicality of Xew England, with Ro-
dolph Valentino cast in the role of an
Indian prince who has been brought up
in America with no knowledge of his
regal origin. It is
an effective ve-
hicle for a new
display of his
genius. The story
from which "The
Young Rajah" is
adapted is the
novel, "Amos
Judd." by John
Ames Mitchell
former editor of
Life. It was
adapted for the
screen by June
Mathis.
George Fawcett
Booth Tarking-
ton's screaming comedy, "Clarence," is
transferred to the screen by William de
Mille. with a success that will make this
one of the funniest pictures of the year.
Mr. de Mille has
chosen an all-star
cast for this
work. In it are
Wallace Reid,
who is Clarence.
Agnes Ayres and
M a y McAvoy.
Xot a whit of
humor of this
comedy of Amer-
ican family life
which convulsed
audiences at the
Hudson theatre,
Xew York, for
many months
and then made
a successful run
has been lost
Lata Lee
across the
in making
country,
this a
photoplay. The picture reaches home.
It mirrors all the amusing complications
that a tempera-
mental American
family can get in-
to and keeps them
unfolding so rap-
idly that there
isn't a dull mo-
ment in it.
* * *
Elsie Ferguson
in her great stage
success, "Out-
cast." transferred
to the screen by
John S. Robert-
son, will be one of
the big features of
the fall and win-
Casson Ferguson
ter Paramount line up. There is no ques-
tion but that this work will stand out as
66
EXHIBITORS HERALD
May 27, 1922
PROMINENT SUPPORTING PLAYERS-
-Left to right: Ccnrad Nagel, Leatrice Joy, Milton Sills, Julia Faye, David Powel)
and Lois Wilson.
one of the best of the year, for Miss Fer-
guson scored in it probably her greatest
triumph on the legitimate stage several
years ago when it was put out by Hubert
Henry Davies. It was more than a local
hit. It took New
York by storm
and had a re-
markable tour. It
will be found tba:
Mr. Robertson
has lost nothing
of the gentle
pathos of the
story in filming
Josephine Lov-
ett's adaptation of
it, that he has
succeeded in get-
ting in all of the
high lights of bit-
ter tragedy, which
Claire McDowell contrast sharply
with the tender happiness which follows.
* * *
The artistry of Penrhyn Stanlaws, so
wonderfully exemplified in "The Little
Minister," "At
the End of the
World," and "The
Law and the
Woman," has full
opportunity for
expression at its
best in "Pink
Gods," a story of
the complications
a beautiful and
flirtatious wife
gets herself into
in the region of
the South African
diamond mines. It
is her fondness
for diamonds in
preference to the pearls her husband ia-
vors as her ornament that leads to the
tense climax of her life when a wealthy
diamond dealer who has loaded her with
gifts tries to gv't
her to run awiy
with him. Hebe
Daniels, who
starred in "The
Affairs of Ana-
tol" and has a
long string of
successes to her
credit ; James
Kirk wood, w h 0
was featured in
"The Man from
I Ionic." "T b e
Great Impersona-
tion" and others!
Anna Q, Nilsson,
and Adolph Men-
jou, who was the king in "The Three
Musketeers," head the cast. The story is
from the novel by Cynthia Stocklcy and
was adapted to the screen by J. E. Nash
and Sonya Lcvien.
for the Moth,
San Francisco
1_
Clarence Geldart
Alnn Hale
"The Dictator'
James Neill
Star, Wallace Reid,
supported by Lila
Lee. Directed by
James C r u z e.
From the novel
by Richard Hard-
ing Davis. San
Manana, a South
American repub-
lic, and an epi-
demic of revolu-
tions furnish the
colorful scenes
and quickly
shifting complica-
tions of this film.
Others in the
cast include The-
o d o r e Kosloff.
Braccy and Kalla
South American
Walter Lonj, Sidney
Fisha. A serenader,
costume, with guitar and burro, could be
used for exploitation.
Ethel Noles
"If You Be-
lieve It, It's So"
— S tar, Thomas
Meighan. Direct-
ed by Tom For-
man. From t h e
novel by Perley
Pool e S h e e han.
Scenario by Wal-
d e m a r Young.
Mr. Meighan in
"If You Believe
It. It's So" has a'
new role which
will surpass h i s
work i n "T h e
Miracle M a n."
1 he storv is based
on the novel of Perley I'oore Shcehan
and deals in a new way with the power
of faith to reform a criminal. With Mr.
Meighan in the cast are Pauline Starke.
Joseph Dowling,
Theodore K o b-
e r t s, Charles
Ogle and L U r a
Ansen.
* * *
"Singed Wings"
— A P e n r h y n
Stanlaws produc-
tion with H e b e
Daniels. From
the short story by
Katharine Ncwlin
Hurt, which ap-
ne.it id in t b e
Cosmopolitan Mag-
(Itine. The artis-
try that made Mr.
Stanlaws' productions of "At the End of
the World" and "The Law and the
Woman" famous has been used effectively
in this fascinating tale of two men's loves
Harrison Ford
Maude Wayne
a Spanish dancer on the
waterfront.
"The Y o u n (.
Diana" — A Cos
mopolitan p r o-
duction starring
Ma ri o n Davies
Directed by Al-
Itert Capellani
From Marie Co
relli's story of thi
same name whici
appeared it
Hearst's Maga
zinc. The scena
rio is by Luthe
Reed. The stop
has an Englisl
setting and it
complications ar
due to the desire df a parvenu father tha
his daughter, Diana May, shall marr
into society. He has affected interest ii
science and wants
Dimitrius as her
husband. She is
in love with a
naval commander.
She dreams that
the commander
has eloped with
another and that
twenty years
have passed. Dr.
Dimitrius restores
her to youth. A
happy ending fol-
lows her awak-
ening Others in
the cast are Mac-
1 y n Arbuckle,
Forrest Stanley,
Gypsy O'Dnen and
her to choose D:
Theodore Kosloff
Pedro de Cordob;
"The Bonded Woman" — Star, Bett
Compson. Directed by Philip Rosci
_ From the ston
"T h e Salvagin
of John Sumner,
by John Flemin
Wilson. Adapte
by Albert Shel!>
LeVino. From
quiet America
home to Honoli
In, to New Zc:
land and a shi|
wreck at sea tj
action of thi
story shifts ra|
' idly as Angc
' G a s k e 1 1, a 1
year-o Id s h i
captain's dauRl
ter, goes to the aid of John Sumner, wi
had been lost in a wreck. She first hclj
him by going on his bond when he seel
a vessel to command, later she finds si
must reform him and finally achiev
happiness on a South Sea Island wt
him.
Guy Oliver
Hay 27. 1922
EXHIBITORS HERALD
67
Distribution
By SIDNEY R. KENT .
(Continued from page 6i)
pendent upon the uncertain supply of small productions
that have been proved valueless at the box office.
Paramount is not content to drop the exhibitor when
he books the picture. This season we intend to do more
national advertising than ever before — we plan to cooper-
ate with the exhibitor in petting the public into his theatre.
Exhibitors throughout the country already have felt the
tremendous benefit from our exploitation department.
This department will be augmented during the year and
we shall intensify our aid to the exhibitor by following
through with him and assisting him to exploit his attrac-
tions to the limit of their possibilities. In publicity, too.
we are constantly aiding the exhibitor by building up in
advance the reputation of the pictures he books and the
prestige of the stars he shows on his screen.
I am confident this coming fall will see a return to
conditions nearer normal, but this state of affairs cannot
be brought about without the greatest effort on the part
of everybody in the business, exhibitor, producer and dis-
tributor.
Foreign Market
531 EMIL E. SHAVER
( Continued from page 61)
Sydney. As this is written George Melford"s Paramount
special has completed the ninth week of its record-break-
ing run and the enormous crowds demanding admission
have made it imperative to extend the run indefinitely.
This reception far eclipses the brilliant record of 'The
Affairs of Anatol."
When Paramount established its own releasing in France
in October, 1921, "The Gilded Lily" made a new high
water mark for box office records, doing much to turn
the tide for the better in the film business of that coun-
try. Cecil B. DeMille"s world famous productions, "Male
and Female." "Why Change Your Wife?" "Something to
Think About," and "Forbidden Fruit" have proved to be
the greatest box office tonics yet produced for the enter-
tainment of the world's millions.
An indication of the prestige enjoyed by Paramount
abroad is to be found in a recent newspaper contest con-
ducted in Brazil to determine the most popular brand of
pictures. Paramount won by a vote of more than four
to one!
Popularity of "Sheik"
Pictures Prompts New
Comedy by Al Christie
Al Christie is going to have his fling
at the desert drama along with others who
are popularizing the camel, the sheik and
the waving palm. He telegraphed his
studio before sailing for Europe on the
Olympic to go ahead with the comedy
"The Son of a Sheik."
Christie determined to produce the
picture while driving back from Santa
Barbara, where he called on his friend
George Melford. who directed "The
Sheik" and is now at Oxford with five
hundred people making "Burning Sands."
Here he saw flocks of camels, stars,
sand dunes, arabs and potted palms in
profusion all over the countryside.
"Here's where I have some fun with their
Sheik stuff." he said and called Scott
Sidney, one of his directors, and the sce-
nario staff into consultation over "The
Son of a Sheik."
It will be made under the direction of
Scott Sidney while Christie is away in
Europe. Xeal Burns and Yiora Daniel
will be featured.
Metro Foreign Film
At Criterion May 14
"Missing Husbands" produced in
France, which ran 400 times in Paris and
approximately as long in London, was
seen for the first time in Xew York
at the Criterion theatre, beginning May
14. Metro Pictures Corporation holds
exclusive distributive rights for the film
■n the United States and Canada.
The screen drama is an adaption by
Jacques Feyder of Pierre Benoit's novel
"L'Atlantide."
Revives Reid-Gish Picture
A revival of 'The Fatal Marriage."
>upervised by D. W. Griffith, and star-
ing Wallace Reid and Lillian Gish. is
announced by R-C Pictures for June
publication. The picture is an adaption
3f Alfred Lord Tennyson's narrative
poem, "Enoch Arden."
New Yignola Picture
For Cosmopolitan Is
Nearing Completion
"When Knighthood Was In Flower,"
the ten-reel special production which
Robert G. Yignola is now making for
Cosmopolitan, is rapidly nearing comple-
tion and actual taking of scenes will be
finished, it is expected, within three
weeks.
Most of the huge scenes which are a
part of this picture have already been
taken and only a few sequences remain
to be done. Due to the fact that three
studios were utilized by Mr. Yignola in
the making of this production much
waste of time has been eliminated and
far greater efficiency obtained.
"When Knighthood Was In Flower" is
Mr. Yignola's seventh production for
Cosmopolitan and his third with Marion
Davies as the star.
Vitagraph Special Plays
Day and Date Three Days
At Ten Big Omaha Houses
Yitagraph's Omaha branch introduced
an innovation with the booking of
"Prodigal Judge" in ten local theatres
for a three-day simultaneous showing of
the Maclyn Arbuckle classic.
The ten Omaha theatres participating
in the simultaneous showing were the
Apollo, Muller, Gem, Queen, Alhanibra.
Lothrop, Suburban, Hamilton, Benalto.
and the Besse.
A similiar run for "The Sheik's Wife"
is announced for May 18. 19 and 20.
Hugo Story to Be First
Ingram-Metro Photoplay
"Toilers of the Sea," Yictor Hugo's
story, is the first production for Metro
which Rex Ingram will make under his
recently renewed contract with this com-
pany.
The director will come to Xew York in
about a month, bringing with him the un-
finished print of "Black Orchids," his
most recent photoplay the story of which
was written by himself.
New Sennett Feature to
Have World Premiere at
Capitol Theatre May 21
Mack Sennett's first feature production
since "Molly O." a seven-reel comedy
melodrama entitled "The Crossroads of
Xew York." will have its world premiere
at the Capitol theatre. Xew York. May 21.
This latest production to come from
the Sennett studios is said to bring some-
thing new to the screen. It is a comedy
melodrama combining melodrama with
comedy in which Mr. Sennett believes he
has hit upon a combination of entertain-
ment that is destined to set a new vogue
in motion picture production.
F. Richard Jones, who directed
"Mickey" and "Molly O," is responsible
for the direction of the latest production.
The cast which Mr. Sennett assembled
includes such screen stars as Ethel Grey
Terry. Kathryn McGuire. George O'Hara.
Xoah Beery. Robert Cain. Herbert Stand-
ing, William Bevan. Ben Deely, "Dot"
Farley. Eddie Gribbon. James Finlayson.
Charlie Murray. Raymond Griffith and
Mildred June. It will be published soon
after its engagement at the Capitol.
Abe Warner Completes
Tour Among Exchanges
Abe Warner, of Warner Brothers, after
a six weeks' tour of the key cities and a
visit to the Warner Studios in Los Angeles,
has returned to the east. The trip was
made to ascertain the success exhibitors
were having with the Warner productions,
and also to suggest further aids and helps
to exchanges handling their features.
According to Mr. Warner the forthcom-
ing Wesley Barn," picture, "Rags to Riches.''
being produced by Harry Rapf at the coast
studios is well under way.
Six Hart Films Ready
William Steiner reports that six of the
Xeal Hart series have been finished and
Mr. Hart and his company are now
making the last two.
68
EXHIBITORS HERALD
May 27, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
Prestige or Profits
OMAHA, NEB.— To the Editor: With
your kind indulgence, at the risk of be-
coming unpopular, I wish to preach a
little sermon.
I noticed in your columns where a
fellow exhibitor said he lost money on
the showing of a picture but it was worth
$100 in prestige to him to have shown it.
If he had had a turn-away crowd I grant
that it might have been worth something
to him in advertising value for his house,
but as he had so small a crowd how can
he thus gain any prestige with the multi-
tude?
When we were young in business,
which was not so very long ago, this
prestige argument appealed to us very
strongly also. But we soon discovered
that this was one of the salesman's argu-
ments to gouge us for high rentals or,
worse still, to play us on percentage,
since which time we've been strictly off
the prestige stuff. We leave that to our
competitor, who is going after it with a
vengeance, while we are trying to pick
the pictures which we may get at a fair
rental and will make us some money.
Old showmen tell us that the past year
was the most disastrous one in the his-
tory of the show business. The fact
that we made a small profit above all ex-
penses and that our competitor claims to
have lost four thousand, seven hundred
dollars goes to show that our method
is right.
When a salesman comes to us now and
tells us we ought to show his picture
for the prestige it will give our house we
laugh in his face and tell him to behave
himself.
Another thing we have discovered is
that some of the exchanges have been
letting the big first run houses have their
pictures at a nominal rental for the
advertising value it will give them when
they come to us little fellows to sell the
same.
Now, we want in on some of this our-
selves. Therefore, we are going to pro-
pose to some of these prestige fiends the
next time we get an opportunity that
they let us show one of their big specials
for the prestige it will give it.
We have shown some of the best pic-
tures ever produced, and some of the
worst. We do not mean from a moral
standpoint, however, but for general rot-
tenness. Not long ago we showed a pic-
ture on Saturday night that cost us $6,
and if it wasn't for giving away a busi-
ness secret we would tell you how much
we cleared on it. We were almost afraid
to face the crowd as they came out, as we
had forgotten our gun and left it at home
in the kitchen sink. We were sure that
our reputation was ruined forever.
Imagine our surprise when a great many
told us that they liked the show.
When things like the foregoing hap-
pen. I ask myself — what is prestige
really worth? In conclusion I wish to
JACKIE COOGAN is in more trouble
in his latest independent production
"Trouble."
issue the warning: Beware of too much
of it. — William H. Creal, manager, Sub-
urban theatre, Omaha, Neb.
Deposits and Price Tags
CARPINTERIA, CAL.— To the Edi-
tor: In the past five years of my experi-
ence in the picture game as an exhibitor
there has been a constant demand on the
part of small exhibitors to know why
the exchanges or distributors of pictures
always demand and receive a deposit on
practically every contract. Is it because
exhibitors are less trustworthy than other
legitimate business enterprises, or is it
because a substantial deposit from each
exhibitor accumulates a small fortune for
the producing company that is used in-
definitely without interest?
Another question that has long agi-
tated the minds of thinking exhibitors is,
why do not the film exchanges put a
maximum and a minimum price on pro-
ductions instead of gouging the poor ex-
hibitor for the last cent he can possibly
pay and then go right into another town
and probably sell the same picture for
less money although it may be a larger
town? My personal opinion is that the
time is not far distant when the exhibitors
will say that the cards must be put on
the table face up and an adequate rental
charged and contracts made that can be
cancelled when no bad faith is shown to
exist without the loss of a deposit or con-
tinuing to play pictures that are losing
money.
I know two exhibitors who have prac-
tically closed on account of heavy losses,
yet the Shylocks would hold them to
their contracts regardless. This may be
good business, but I can not see it. —
H. W. McCampbell, manager, Audir
torium theatre, Carpintcria, Cal.
More About Prices
IVESDALE, ILL.— To the Editor: I
notice in this week's Herald where -»n
exhibitor advises to "lay off" of the high
priced First Nationals, Paramounts and
United Artists until they come down to
where the rest are and think he is right.
We would like to use some of them of
course, but cannot pay what some of
them are asking and are not attempting
to.
At the rental price one exchange re-
cently asked us for a picture it would
take us two months and a half to pay for
it at the rate receipts are coming in at
this time. — J. L. Meyers, manager, Lib-
erty theatre, Ivesdalc, 111.
F-ILM LAUGHS FROM
TOPICS THE
S ELECTED BY
TIMELY FILMS INC.
Stella — Did you call for help when he
kissed you in the dark?
Maybell — Silly, I should say not. He
didn't need any help. — Boston Globe.
* * *
Irate Father — I'll teach you to kiss my
daughter.
Insolent Youth — You're too late. I've
learned already. — Froth.
* * *
He — A kiss is a language of love.
She — Why don't you say something? —
Cleveland News.
* * *
May (teasingly) — They say kissing is so
dangerous.
Ray (gamely) — Perhaps! But isn't it
grand if you live through it? — "Topics of
the Day" Films.
* * *
A man named Du Bose met a girl
Who lisped thro' her teeth of pure pearl.
"I'll hug you or kiss you," he swore with
an oath.
She lisped with surprise, "Oh, Mr. Du
Both !" — Princeton Tiger.
He — What would you think if I were to
steal just one little kiss?
She — What would you think of a burglar
who had a chance to steal a hundred pounds
and only took a penny? — Pearson's Weekly.
* * *
"My Queen," exclaimed her adorer, tim-
idly, "may I kiss the royal hand?"
"My faithful subject," replied the young
woman, with the air of one gently chiding
him, "what is the matter with the rcyal
lips? — Tent and Awning Review.
* * *
"Wonder what the tenor of her thoughts
may be ?"
"Ain't a tenor at all — she's in love with
that baritone with the black mustache."
— Hudson Observer.
* * *
"Men with smooth faces seem to be the
rule."
"Why has the mustache gone out?"
"It wouldn't do now. It might brush a
girl's complexion off." — Kansas City Journal.
Major Film Corporation
Buys "I Am the Law" for
New England Territory
Major Film Corporation of Boston, is
the latest purchaser of Edwin Carewe's
independent special "I Am the Law" for
the New England territory, which Affili-
ated Distributors is marketing. The en-
tire foreign rights of the picture have
been sold and nearly fifty per cent of the
United States territory.
Word has been received from William
Aechtler and E. J. Farrell of Major Film
Corp. that the production has been
booked for the entire circuit of Gordon
theatres.
Bruce Film at Capitol
"Missing Men," one of the Wilderness
Tales by Robert C. Bruce which Educa-
tional is publishing, was shown at the
Capitol theatre, New York, the week of
May 14. This is the second picture of
the series to be run at the Capitol.
May 27, 1922
EXHIBITORS HERALD
69
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this d epartment.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me." EXHIBITORS HERALD. 417 S. Dearborn St. Chicago.
Associated Exhibitors
The Hills of Missing Men, with a spe-
ial cast. — A corking Western or action
lay that will stand for "selling" to those
.ho usually pass up "rough stuff."
hose who take to this form of enter-
linmcnt will say it's great. Pleased
veryone. — Harold F. Wendt, Rivoli
leatie, Defiance, O. — General patronage.
The Devil, with George Arliss. — This
a very entertaining picture. Perhaps
Dt good for little children. — Chas.
urich. Ray theatre, Dickinson, N. D. —
eighborhood patronage.
The Rider of the King Log, with a
>ecial cast. — Ran this one for the bene-
of the Junior-Senior banquet and it
eased 100 per cent. A dandy North-
est story. — A. C. King, Jr., Rex thea-
e. Orchard, Neb. — Neighborhood pat-
nage.
First National
The Silent Call, with Strongheart. —
eatest story of its kind ever shown
re. Strongheart is surely a wonder
g. It is a picture that appeals to all
is,ses and pleases 100 per cent. Went
er big for two days. — -R. Xavary, Lib-
:y theatre, Verona, Pa. — Neighborhood
tronage.
Gas, Oil and Water, with Charles Ray.
-Excellent. Charles Ray productions
c a certain bet for a good attendance
re. This one attracted good crowds
first half of the week. — William
>ble. Empress theatre. Oklahoma City,
«:la. — General patronage.
it. S. V. P., with Charles Ray.— With-
<t a doubt the poorest Ray picture I
I. *e yet to see. Absolutely nothing to
ierest or please. — C. F. Hancock. Lyric
t atre, Stuart, Fla. — Small town patron-
■"enrod, a Marshall Neilan production.
-3ood to good business. If your crowd
i slowing down give them this for a
snulant. Not a dull moment. — R. S.
V-nger, Victory theatre, Union City,
II. — General patronage.
'he Silent Call, with Strongheart. —
( e of the best pictures ever in the house.
* >ple came back the second time to it.
^picture like this makes one glad that
h is an exhibitor. — Whitney Burr, Or-
Pum theatre, Lancaster, Wis. — Genera!
Pronage.
he Rosary, with a special cast. — Here
£>ne excellent picture with a fine cast.
E'iness fair with it. — R. Navary, Lib-
e t theatre, Verona, Pa. — Neighborhood
Pronage.
lolly O, with Mabel Normand.—
G)d. Even better than Mickey. It will
Pise anywhere. — C. F. Hancock, Lyric
"Ure, Stuart, Fla. — Small town patron-
Bar
er Mad Bargain, with Anita Stewart.
- xcellent. Anita Stewart always seems
tcJraw well in Oklahoma City. The
picture pleased a big business. — William
Noble, Empress theatre, Oklahoma City,
Okla. — General patronage.
Hail the Woman, a Thomas H. Ince
production. — Patrons liked this one bet-
ter than The Old Nest Played this two
days to good business. Will repeat. —
Chet. Miller, U. S. A. theatre, Sidney,
Neb.— Neighborhood patronage.
Twin Beds, with Mr. and Mrs. Carter
De Haven. — Has good drawing power
and contains nothing offensive to even
the most delicate mind. A riot of fun
| Thanks for
| "Kick. See
Next Issue |
U I believe that it has become 1
1 a chronic disease with exhibi- ■
1 tors to have a kick coming. Not §
H wishing to be out of date I H
I wish to register a kick on your g
H "Box Office Record" which I E
B received a short time ago.
1 It has a paper cover and I g
H have used it so much that I §
1 have worn out the cover. Can't jj
m you issue them with a raw-hide §
jj cover?
Yours truly,
| EUGENE SAUNDERS,
Saunders theatre, jj
Harvard, IU. j
jj P. S. — Kindly send me every 1
B edition, cover or no cover.
| E. S. |
that pleased evervbody, including the
hard shells.— Chas.'W. Lewis, I. O. O. F.
theatre. Grand Gorge, N. Y. — Small
town patronage.
Alf's Button, with a special cast. —
Leave it alone. It may be a scream to
English, but it's a lemon to American
audiences. — C. F. Hancock, Lyric thea-
tre, Stuart, Fla. — Small town patronage.
The Sky Pilot, with a special cast. —
For some reason or other this did not
take like I expected it would. — J. H. Tal-
bert, Legion theatre. Norwich, Kan. —
Small town patronage.
Sowing the Wind, with Anita Stewart.
— Fine picture. Drew good crowds.
Star well liked here. — Royal theatre,
Kempton, 111. — Neighborhood patronage.
The Sky Pilot, with a special cast. —
Went over good and patrons well pleased.
The title is good. A Western subject. —
J. W. McDaniel, Jr., Lyric theatre, Chap-
pel, Neb. — Neighborhood patronage.
The Song of Life, with a special cast.
—Should have been "The Wail of Life."
If your patrons like sob stuff it may get
over. Mine don't and took pains to tell
me so. — C. F. Hancock, Lyric theatre,
Stuart, Fla. — Small town patronage.
A Daughter of Two Worlds, with
Norma Talmadge. — With some it took
fairly well; with others, not. Personally
1 did not care much about it. Too much
mush and kissing the whole way through.
People are getting tired of this stuff.
They tell us so. — Lindrud & Guettinger,
Cochrane theatre, Cochrane, Wis. —
Neighborhood patronage.
The Branded Woman, with Norma
Talmadge. — Went over fine. Norma is
one of our patrons' favorite screen artists.
— Giacoma Bros., Crystal theatre. Tomb-
stone, Ariz. — General patronage.
Dinty, a Marshall Neilan production.
— Best picture I have run in some time.
People all satisfied. — J. E. Estle. Em-
press theatre, Crookston, Neb. — Neigh-
borhood patronage.
Star Dust, with Hope Hampton. — A
well produced picture that can well be
called a special. Story does not follow
book, but picture gave satisfaction. —
C. F. Hancock, Lyric theatre, Stuart, Fla.
— Small town patronage.
Man- Woman-Marriage, an Allen Holu-
bar production. — High class special that
pleased the women 100 per cent and the
men about 50 per cent. Elaborate spec-
tacle that really has something to offer.
— J. H. Talbert. Legion theatre, Nor-
wich, Kans. — Small town patronage.
One Thousand to One, with Hobart
Bosworth. — A very good picture. Hobart
Bosworth plays a very interesting part.
A picture for about 75 per cent of the
people. — Ed. Crew, Empress theatre,
Waureka, Okla. — Neighborhood patron-
age.
One Thousand to One, with Hobart
Bosworth. — Pretty fair picture. The
mining camp scenes are well photo-
graphed and scenery is beautiful. — Geo.
O. Monroe, Gilbert theatre, Beatrice,
Neb. — General patronage.
All For a Woman, with a special cast.
— A massive historical picture. Photog-
raphy, settings, costumes, actors out of
the ordinary. — C. F. Hancock. Lyric the-
atre, Stuart, Fla.— Small town patronage.
The Leopard Woman, with Louise
Glaum. — A very good picture. Pleased
all that saw it, but for some reason they
were not many. Some elaborate settings
— L. G. Benefiel. Mars theatre, Pendle-
ton, Ind. — Neighborhood patronage.
Nomads of the North, with a special
cast. — A wonderful feature and pleased
better thari any Curwood story to date,
and all have been liked. — J. F. Rees,
Regal theatre. Wellsville, Mo. — Neigh-
borhood patronage.
My Lady Friends, with Mr. and Mrs.
70
EXHIBITORS HERALD
May 27, 1922
FLORENCE VIDOR, in the role of a musical comedy star with a beauty chorus and everything. A scene from "The Rea
Adventure" distributed by Associated Exhibitors, Inc. through Pathe
Carter De Haven. — Very poor. The De
Havens arc not popular with my patrons.
— C. F. Hancock, Lyric theatre, Stuart,
Fla. — Small town patronage.
Heart O' the Hills, with Mary Pick-
ford. — Used this for a baseball benefit
show and charged 50 cents. Patrons de-
lighted with picture. Said that it was
worth the money. The best small town
picture ever made. Can't say enough
for this picture. — C. A. Smythe, Rialto
theatre, Gate City, Va. — Neighborhood
patronage.
Her Kingdom of Dreams, with Anita
Stewart. — Anita a favorite here. We
have yet to play a poor picture of this
star. Took very well with our patrons
and they commented on their way ouf. —
Lindrud & Guettinger, Cochrane theatre,
Cochrane. Wis. — Neighborhood patron-
age.
Wife Against Wife, with a special cast.
— Absolutely no entertainment value. —
C. F. Hancock, Lyric theatre, Stuart,
Fla. — Small town patronage.
The Leopard Woman, with Louise
Glaum. — A very poor picture. Did not
please at all. Story weak. — Ed. Crew,
E mprcss theatre. Waureka, Okla. —
Neighborhood patronage.
Heart O' the Hills, with Mary Pick-
ford. — A very pleasing picture, and
clean. Patrons pleased KM) per cent.
Drew good. — E. Sauerwein, Star theatre,
Crookston, Neb. — Neighborhood patron-
age.
Tol'able David, with Richard Barthcl-
mess. — This, in my humble opinion, is
the star picture of the year. It has hu-
man appeal, can and did please a mixed
patronage. — C. F. Hancock, Lyric thea-
tre, Stuart, Fla. — Small town patronage.
Even as Eve, with Grace Darling. —
With two reel comedy, The Kick In High
Life, made an A-l show for two nights.
Feature was fine and the comedy was a
scream. A good big clean show that
sent them out smiling. — H. A. Wishard,
Wishard theatre, Bloomlicld, la. — Home
patronage.
Hail the Woman, a Thomas H. Ince
production. — Excellent picture and
pleased everyone. Drew fair. — H. N.
Olsen, Royal theatre, Gering, Neb. —
Neighborhood patronage.
Bits of Life, a Marshall Neilan produc-
tion.— Personally I like it. But it did
not appeal to my patrons. — C. F. Han-
cock, Lyric theatre, Stuart, Fla. — Small
town patronage.
Her Kingdom of Dreams, with Anita
Stewart. — A great picture with a great
cast to best crowd in four months at 15
and 25 cents. First National have got
the goods, also service. — C. H. Thomas.
Community theatre, Galva, la. — Small
town patronage.
In Old Kentucky, with Anita Stewart.
— Absolutely the best feature we ever
screened. Simply can't be beat. — Sim-
mons & Collins, Idle Hour theatre, Wells-
ville, Kans. — Small town patronage.
HAIL THE WOMAN, a
Thomas H. Ince production. —
Thomas Ince deserves all the credit
that words can heap on him for
giving to the industry "Hail the
Woman." Preachers can preach
for years and not- send home a
message like the one that goes out
from this picture. The cast as-
sembled here is probably the best
ever shown on a screen. That is
to say, each person presents them-
selves in the character they are
representing in a most creditable
manner. I say, Hail to Thomas
H. Ince! — W. H. Brenner, Cozy
theatre, Winchester, Ind.
In Old Kentucky, with Anita Stewart.
— Patrons disappointed. Not up to ex-
pectations.— J. W. Bascom, Pastime the-
atre, Sisson, Calif. — Neighborhood pat-
ronage.
Love's Redemption, with Norma Tal-
madge. — Very satisfactory. Patrons
spoke well of it. — C. F. Hancock, Lyric
theatre, Stuart, Fla. — Small town patron-
age.
Fox
Arabian Love, with John Gilbert. —
Good story and acting high class and
atmosphere maintained. — P. G. Estee,
Fad theatre. Brookings, S. D. — Neigh-
borhood patronage.
Pardon My Nerve, with Charles Joins
— Good. Fine story. No dull moments.
Pleased majority. Business good. — L, J.
Burkkt, Lyric theatre, Morrison, III. —
Neighborhood patronage.
Chasing the Moon, with Tom Mix. —
The younger class of Omahans ate this
up, and when it was over once they
stayed to see it again. We also had a
tremendous outpouring of adults, so we
concluded it must be good, despite ad-
verse reports we got from other source^
— Wm. II. Creal, Suburban theatre.
Omaha, Neb. — Neighborhood patronage.
A Stage Romance, with William Far-
num. — One of the poorest pictures I eve
had the misfortune to get stung with
It's a shame to put a great actor lik
Farnum in such as this. It will no.
please. Leave it on the shelf. — P. G
Vaughan, Royal theatre. Lee's Summi:
Mo. — Neighborhood patronage.
Any Wife, with Pearl White.— This
a fair picture but the story has been tol
many a time. Why don't they elimina
this kind of pictures that have been mad
over so many times that the patrons ar
really tired of seeing them? They wis
to see something different everytime the
come in. — R. Navary, Liberty theatr
Verona, Pa.
Bucking the Line, with Maurice Flynt
— If you are looking for action step o
this, get them in. and please them all.—
E. & J. Salzberg, Crystal theatre. Hoi:
ington, Kan. — Neighborhood patronage
Business Is Business, with a speci;
cast. — Good. Plenty of action. — VV. 1
Elkin. Temple theatre, Aberdeen. Mis
Neighborhood patronage.
Thunderclap, with a special cast. — Tl
race scene is a knockout and the pictui
pleased everybody. A good picture fi
any house and will get the money.
W. E. Calhoun. Star theatre, Scottsblui
Neb. — Neighborhood theatre.
Any Wife, with Pearl White— Stoi
drags. Surprise ending helps save i
Patrons not well pleased. Business b
low average. Lost money. — L. J. Bu
kitt. Lyric theatre. Morrison, 111.— N'eigi
borhood patronage.
Gleam O' Dawn, with John Gilbert
A new star but a wonder. Many go(
comments from patrons. I believe
pleased 100 per cent. — C. F. Hancoc
Lyric theatre, Stuart, F*la. — Small tow
patronage.
Smiles Are Trump, with Mauri'
Flynn. — Good action story, which we
over good for me. Think Flynn w
make a good star when he gets befo
the public. This is his second appea
ance. Both were good for Saturd;
crowd. — F. L. Clarke, Cozy theatr
Hazen, Ark. — Small town patronage.
Chasing the Moon, with Tom Mix
Fine. Patrons well pleased. Good bu:
ncss. Am going to return it. — L. J. Bu
kitt. Lyric theatre, Morrison, Ill-
Neighborhood patronage.
Chasing the Moon, with Tom Mix
One of his best, if not his best. P<
haps excelled by The Night Horsenu
but if so bv that alone— W. W. Whi
A
Mav 27. 1922
EXHIBITORS HERALD
71
Jefferson theatre. Jefferson City, Tenn.—
Neighborhood patronage.
Perjury, with William Farnum.— Can
^e classed as a real special. Farnum's
vork very good. — Raymond Gear. Mav-
lower theatre, Florence, Kan. — General
atronage.
^Over the Hill, with a special cast.—
There is only one thing to say about this
Production, the best picture on the mar-
let. Everyone well pleased. — X. O.
foster. Elite theatre. Otsego, Mich.—
teigliborhood patronage.
Perjury, with William Farnum.— A
pecial in every sense of the word. Far-
urn's acting puts him far in the lead of
iny of today's stars. He's wonderful,
tut I could not get them in to see it.
''ell them anything you wish. The pic-
'ire will please the majority. — P. G.
faughan. Royal theatre, Lee's Summit,
ffo. — Neighborhood patronage.
I Any Wife, with Pearl White.— Clever
icture with a dream ending. Patrons
ked it very much.— C. F. Hancock,
.ync theatre, Stuart, Fla.— Small town
■atronage.
Pardon My Nerve, with Charles Jones.
-Another tine Western that will please
your patrons care for Westerns. Jones
ill pull for me as well as any Western
:tor— F. L. Clarke, Cozy theatre.
azen, Ark. — Small town patronage.
Any Wife, with Pearl White.— Not
pr best by any means, yet we can give
)u four reasons why it is an excellent
-ogram feature.— E. J. Salzberg. Crystal
eatrc. Hoisington. Kan.— Xeighborhood
atronage.
Without Fear, with Pearl White.—
air society picture along familiar lines.
iss \\ hite is not drawing for us. —
G. Stee. Fad theatre. Brookings
D- — Xeighborhood patronage.
Hearts of Youth, with Harold Good-
m.— A fair picture. Too sad for my
irons. Did absolutely nothing on this
te— Wm. Haight. Orpheum theatre,
vingston. Mont.— Xeighborhood pat-
»age.
The Ragged Heiress, with Shirley
ason.— Many compliments on this ex-
llent program picture. Shirley never
Is to please my patrons, and this show
no exception. Carries a good plot and
.erests. — E. L. Clarke, Cozy theatre,
izen. Ark. — Small town patronage.
The Kingdom of Love, with Jewel
[?e1n'~^ real Sood program picture.
Adolph Kohn, Pastime theatre, Gran-
'le, X. \ . — Small town patronage.
The Road Demon, with Tom Mix —
trons like star and I can always get
:nouse with this bird. Like all Mix
Itures, this was good.— R. P. Woods.
>Jerty theatre. Brule. Xeb.— Xeighbor-
Hd patronage.
jet Your Man, with Charles Jones.—
-' usual. Jones makes good, pleasing all
\o saw it.— Mr. and Mrs. E. Fox. Prin-
os theatre. Obion, Tenn.— Small town
I ronage.
The Kingdom of Love, with Jewel Car-
K'~rA P'cture of Alaska gold mining.
Pi ot dance hall stuff. Xot liked here.
H eter Krauth, Opera House, Denison.
i —Neighborhood patronage.
Wien a Man Sees Red. with William
num.- -Some of my patrons said this
r;sue was the best thev had ever seen
J's and The Lone Star Ranger caused
T re talk than all my specials have put
H ether. It's got some action that vou
vl never forget.— C. A. Smythe, Rialto
latre. Gate City, Va.— Xeighborhood
F ronage.
loney to Burn, with William Russell,
a The Studio Rube (Fox), with Al St.
I n — Made a good Saturdav program.
* """mer is a pleasing comedy-drama
VACANT statistics repre-
sented as compiled from
invisible sources serve one,
if any, purpose, that of the
compiler. Consistent ex-
hibitor contributors whose
signatures reflect their sin-
cerity guarantee the utter
authority and veracity of
this department and "The
Box Office Record."
and the comedy above the average of
St. John's. — Raymond Gear. Mayflower
theatre, Florence, Kan.— General patron-
age.
Rough and Ready, with William Far-
num.—A good picture. Lots of action
ahd if your patrons like one with scraps
and shooting and gambling and dance
halls, then this will take tine. Pleased
here.— Adolph Kohn, Pastime theatre.
Granville. X. Y. — Small town patronage.
A Rough Riding Romeo, with Tom
Mix.— A fast action picture and a dandy.
This is a real Western. Drew good for
these conditions.— J. I. Zimmerman.
Lyric theatre. Bridgeport. Xeb. — Xeigh-
borhood patronage.
Big Town Ideas, with Eileen Percy.—
\ ery good, but not as good as previous
subjects.— Mr. and Mrs. E. Fox. Prin-
cess theatre, Obion, Tenn.— Small tov/n
patronage.
The Cyclone, with Tom Mix. — Yery
good. Rather old. but I am not able to
buy his pictures at a price near where I
can afford to pay until after they do get
pretty old.— J. J. Kudlacek. Swan the-
atre. Swanton. Xeb. — Xeighborhood pat-
ronage.
Goldwyn
The Night Rose, with Lon Chanev.—
We had heard there was an objectionable
scene in this picture, but we saw nothing
that hurt our feelings, but perhaps we
are hardened, or maybe we are not look-
ing for something to find fault with. I
recommend this one as being very good.
— Wm. H. Creal, Suburban theatre. Oma-
ha. Xeb. — Xeighborhood patronage.
Pardon My French, with Yivian Mar-
tin.— Comedy-drama, very light, and
DUSTIN FARNUM and Marguerite
Marsh in a scene from "Iron to Gold"
a new Fox production.
little or nothing to the story. Seemed to
please, though, and no complaints against
it. Drew tair business. In no way a
special.— Ben. L. Morris, Olvmpic the-
atre. Bellaire, O.
Pardon My French, Be My Wife A
Poor Relation, Hold Your Horses and
1 he Gram Comedian.— These went over
good with us. In fact most of the Gold-
wyn pictures please our patrons.— Bishop
& Kenn, Crystal theatre. Dodgeville, Wis
— bmall town patronage.
All's Fair In Love, with a special cast.
—Here .s a picture that offers light en-
ik HaTri. ™ IO,lowi"e a program
like Hail The Woman, which I have just
shown All's Fair In Love made just'the
sort ot picture I needed and my patrons
enjoyed rt and business at the 'box office
u,-thJl!UlDThe W°man' 80 Why
k.ck.— \\. H Brenner, Cozv theatre,
Winchester, Ind.-General patronage
Godless Men, with a special cast -I
waited a long time to plav this but I
tound I had passed up one of the reallv
great pictures For heart interest and
human appeal this can't be beat It
pleased I everyone.— W. W. White. Jeffer-
son theatre. Jefferson City, Tenn -
-Neighborhood patronage.
A Poor Relation, with Will Rogers —
Matrons complimented the picture but for
innth/£aSOn R°gers failed to get them
in the house tms time.— J. F Rees Re
gal theatre. Wellsville, Mo.-Xeighbor-
hood patronage.
All's Fair In Love, with a special cast.
—Just a pleasing comedy-drama. You
ZOU.u nKed, he'rP- in carOing the receipts
to the bank.— E. & J. Salzberg Crvstal
theatre. Hoisington, Kan.-Xeighbor-
hood patronage.
The Old Nest, with a special cast —
this is the best Goldwvn picture we
ever played. Directing verv good All
comments favorable.-H. 'E. Gilman.
Club theatre. Weed, Calif.-Xeighbor-
nood patronage.
. Dangerous Curve Ahead, with a spe-
cial cast.— P.cture well advertised. This
production attracted an average business
y^m3* v d !y.. the Patrons.— William
r . b e^,->cw' I oll-v theatre. Oklahoma
<-ity, Ukla. — General patronage.
The Invisible Power, with a special
ca>t.— Like every Goldwvn Fifth Year
with one exception, lost us money Wish
our patrons would out one-half the ex-
hibition value on these pictures that
Goldwyn does.— Fahrney and Elson
Elecinc theatre, Curtis. Xeb.— Smal''
town patronage.
Roads of Destiny, with Pauline Fred-
erick.— btar shows great versatility in a
pertect interpretation of notablv 'differ-
ent characters but the picture on'lv about
fifty-fifty.— H. Daspit, Atherton theatre.
Kantwood, La.— Xeighborhood patron-
age.
The Branding Iron, with a special cast
— rieres a good one for exhibitors liv-
ing m cattle countries. Painted about
fifty different brands on the side walks
and theatre. Went over like a house
ahre.— S. D. ^ ogler. American theatre
Kimball. Xeb.— Xeighborhood patronage.'
The Old Nest, with a special cast.—
Played repeat, on opposition, to fair
business, with heavy rain second day.
Without a doubt a great picture, and one
which pleases those wanting to see real
productions.— Yerner Hicks. Family the-
atre. Marion. 111.— General patronage.
The Old Nest, with a special cast.—
Played two days to good business. Pa-
trons pleased 100 per cent. Best there
is from a box office standpoint. — A G
Miller. Miller theatre. Atkinson, Xeb.—
Xeighborhood patronage.
An Unwilling Hero and Boys Will Be
72
EXHIBITORS HERALD
May 27, 1922
A scene from. "Golden Dreams" a Benj. Hampton production featuring Claire Adams
and Carl Cantvoort, distributed by Goldwyn.
Boys, with Will Rogers. — While these
were not as strong as some of his other
pictures, they were well liked. Rogers
is a soft bet here. — Mrs. James Webb,
Cozy theatre, Union, Okla. — Small town
patronage.
Grand Larceny, with a special cast. — A
fine picture and will go over anywhere.
A dandy story. Drew good. Discount
the title. — J. I. Zimmerman, Lyric the-
atre, Bridgeport, Neb. — Neighborhood
patronage.
Be My Wife, with Max Linder. — While
this is not as good as Seven Years Bad
Luck, it seemed to please the men. The
ladies did not care for it. The picture
will furnish many laughs. — Mrs. James
Webb, Cozy theatre, Union, Okla. — ■
Small town patronage.
Hodkinson
Cameron of the Royal Mounted, with
a special cast. — As long as they are all
as good as this we will not make any
serious objections. One of the best out-
door pictures of the year. Scenery very
beautiful. Looks like real Canadian
stuff. Gaston Glass does good work.—
Wm. H. Creal, Suburban theatre, Oma-
ha, Neb. — Neighborhood patronage.
Lavender and Old Lace, with a special
cast. — Drew very well and pleased all at
regular prices. It seems the comedy
element is brought out more in the pic-
ture than in the book. — Bert Norton,
Cozy theatre, Eureka, 111.
The Mysterious Rider, with a special
cast. — Great picture. Fine business.
Have played a great many of Hodkin-
son's pictures and each one has proved
to be a good attraction. In showing this
Zane Grey we advertised the name of
Hodkinson combined with Robert Mc-
Kim and the results proved that the right
stunt was used. — R. H. Dunham, Mission
theatre, Mount Vernon, Wash.
Cameron of the Royal Mounted, with
a special cast. — Very enthusiastic about
this picture of the North. It is big, clean
and it draws.— E. & J. Salzberg, Crystal
theatre, lloisington, Kan. — Neighbor-
hood patronage.
God's Crucible, with a special cast. —
Very good picture, but didn't seem to
take here very well. Too many foreign-
ers here anyway. Didn't draw at all and
we lost money. — A, E. Rogers, Temple
theatre, Dexter, N. Y. — Neighborhood
patronage.
Cameron of The Royal Mounted, with
a special cast. — Fine North West pic-
ture. Many good comments. — Royal the-
atre, Kempton, 111. — Neighborhood pat-
ronage.
The Truant Husband, with Mahlon
Hamilton. — A riproaring farce comedy
that had the house simply roaring. A
great audience picture. — A. S. Kolstad,
Rialto theatre, Hood River, Ore. — Small
town patronage.
The Tiger's Coat, with a special cast.
— This picture takes the cake as a money
maker. Fine acting. Good plot. — Aug-
ust Binder, Arthur theatre, Detroit,
Mich. — Neighborhood patronage.
The Mysterious Rider, with a special
cast. — Another Zane Grey story which is
nothing extraordinary. Just average en-
tertainment and will get by without any
very severe criticism from your patrons.
— Wm. H. Creal, Suburban theatre,
Omaha, Neb. — Neighborhood patronage.
The Tiger's Coat, with a special cast.
— Very good. Pleased about 90 per cent.
Business good. — Lewis & Brisco, Prin-
cess theatre, Elwood, Ind. — General pat-
ronage.
East Lynne, a Hugo Ballin production.
— Here's an old relic that I played up
big. We advertised it 30 days in ad-
vance of showing and the wonderful
business we did during the two days of
the showing proved that we were right.
— R. H. Dunham, Mission theatre, Mount
Vernon, Wash.
The Man of the Forest, with a spe-
cial cast. — Excellent picture, and broker
house records for past four months.
And distributor didn't ask an unreason-
able rent. — C. A. Spainhour, Auditorium
theatre, Grccnsburg, Kan. — Small town
patronage.
The Mysterious Rider, with a special
cast. — Mighty good and one of those
pictures that pleased everybody. Drew
fair. — F. G. Jewell, Jewell theatre,
IMainview, Neb. — Neighborhood patron-
age.
God's Crucible, with a special cast. —
A little different from other Western pic-
tures. Fine photography. Book this
one. It will please. — J. E Iliggins. Ma-
jestic theatre, Cullom, 111. — Neighbor-
hood patronage.
Tiger's Coat, with a special cast. —
Very pleasing feature. Good business.
Good story. — J. A. Bing, Grand theatre,
Portland. Ore. — Neighborhood patron-
age.
Desert Gold, with a special cast. — The
best picture I ever played, bar none.
This is the type of story that appeals
and will draw them in.- — M. M. Hanson,
Palace theatre, Clearwater, Neb. — Neigh-
borhood patronage.
Riders of The Dawn, with a special
cast. — Good Western picture. Drew
well. — Royal theatre, Kempton, 111. —
Neighborhood patronage.
God's Crucible, with a special cast.—
Story rather disconnected, but it makes
a satisfactory offering. — Raymond Gear,
Mayflower theatre, Florence, Kans. —
General patronage.
The Straight Road, with Bessie Bar-
riscale. — This is a good picture, but has a
very poor ending. Some one must have
called dinner and they stopped very sud-
den on the last reel and spoiled the fin-
ish.— Marion Wilson, Happy Hour the-
atre, Chalmers, Ind. — Small town patron-
age.
The Spenders, with a special cast.— A
dandy comedy drama that went ovet
good on Saturday night at regular prices
— Bert Norton, Kozy theatre, Eureka
111.
Metro
Peacock Alley, with Mae Murray.—
Wonderful production. Everyone
pleased. Looking forward to her nev
production, Fascination, as a winnei
We play this later in May. — Norman W
Kemp, Gem theatre, Hobart, Ind.-
Neighborhood patronage.
Peacock Alley, with Mae Murray.-
Put on for one day and did good busi
ness. Wonderful picture and please'
100 per cent. — H. E. Rodell, Crystal the
atre, Mitchell, Neb. — Neighborhood pat
ronage.
Camille, with Nazimova. — Terribk
Acting overdone. Did not please. Bus
ness terrible. Lost money. — L. J. Burk
itt, Lyric theatre, Morrison, 111. — Neigl
borhood patronage.
The Conquering Power, with Rodolp
Valentino. — Excellent. This pictui
pleased a big business. — William Nobl
New Folly theatre, Oklahoma City, Okl:
— General patronage.
The Fatal Hour, with a special cas
— Good program from every angle. Bus
ness mighty poor. My patrons will n(
turn out to see "all star cast" pictures.-
D. E. Fitton, Lyric theatre, Harrisoi
Ark. — Small town patronage.
The Four Horsemen, with a speci.
cast. — Our patrons gave us many con
ments on this production. Drawin
power very good, although we do n<
approve of raising prices. — Norman V
Kemp, Gem theatre, Hobart, Ind.-
Neighborhood patronage.
The Price of Redemption, with Be
Lytcll— This is the best Lytell pictu:
I have ever run. Can't go wrong c
this, Brothers. My people spoke well 1
it. — J. A. Weisbeck, Liberal theatre, A
den, N. Y. — Small town patronage.
Fightin* Mad, with William Desmon
— Much better than the ordinary run
Westerns. — Fahrney and Elson, Electr
theatre, Curtis, Neb. — Small town pa
ronage.
Fightin* Mad, with William Desmon
— Failed to please our people. — Giacon
Bros., Crystal theatre, Tombstone, Ar
— General patronage.
The Silver Lining, with Jewell Carmc
— Star too childish. Overdone in mai
A
May 27, 1922
EXHIBITORS HERALD
73
places. Acted and unnatural. Story
would please, but to me the vamping
was amateurish. — L V. Wallace, Idle
Hour theatre, Cambridge Springs, Pa. —
Transient patronage.
Paramount
Forever, with Wallace Reid and Elsie
Ferguson. — Excellent. This one " drew
crowds for a week and gave general sat-
isfaction. Patrons well pleased. — Will-
iam Noble, Capitol theatre, Oklahoma
City, Okla. — General patronage.
Fool's Paradise, a Cecil B. DeMille
production. — Played three days with
business increasing daily. Will please
any class of audience. — W. H. Ostenberg,
Orpheum theatre, Scottsbluff, Neb. —
Neighborhood patronage.
The Dragon's Claw, with Mia May. —
Fair picture, containing a lot of hurry
scenerv stuff, but pulled like a pair of
dental forceps, and they can pull. — Luna
theatre, Brooklyn, N. Y. — Neighborhood
patronage.
The Race for Life, with Mia May —
Pretty good. Drew a large Sunday
house. — Luna theatre, Brooklyn, N. Y. —
Neighborhood patronage.
Footlights, with Elsie Ferguson. — Fine
picture. Better than some of Para-
mount's specials. — D. W. Wilson, Wilson
theatre, Rupert, Idaho. — Neighborhood
patronage.
Rent Free, with Wallace Reid.— It
will please the Reid fans, and others, too.
Kept the audience laughing much of the
time. — Raymond Gear, Mayflower the-
atre, Florence, Kan. — General patronage.
Male and Female, a Cecil B. DeMille
production. — Fine picture. Good direc-
tor. Well liked here. — Royal theatre,
Kempton, 111. — Neighborhood patronage.
Three Live Ghosts, with a special cast.
— A dandy picture, but not a box office
magnet. — Luna theatre, Brooklyn, N. Y.
— Neighborhood patronage.
Behold My Wife, with a special cast.
-••This is a wonderful picture and one
that every' exhibitor should play. Don't
be afraid to push this one. Drew fine. —
F. J. O'Hara. Community theatre, El-
gin, Neb. — Neighborhood patronage.
Three Live Ghosts, with a special cast.
—A good one, and pleased 95 per cent or
better. Business on it was very poor,
however. The title keeps people away.
—Raymond Gear, Mayflower theatre,
Florence, Kan. — General patronage.
Too Much Speed, with Wallace Reid.—
Gave very good satisfaction and is one
:he patrons all boosted. Used on my
opening night. — Leringer and Chapin,
Plaza theatre, Lyons, Neb. — Neighbor-
lood patronage.
Why Change Your Wife? a Cecil B.
De Mille production. — A very good pro-
luction. It shocked some of the ladies.
>ut that is what they like. The title is
i good drawing card as well as the pic-
ure. — P. S. Nielsen, Rex theatre, La-
•loure, N. D. — Small town patronage.
The Golem, with a special cast. — The
vorst ever. Ran at matinee. People
valked out. Took it off at night. Stay
>ff of this one. — D. W. Wilson, Wilson
heatre, Rupert, Idaho. — Neighborhood
>atronage.
Mary Ellen Comes To Town, with
Dorothy Gish. — This did not take at all.
Absolutely nothing to it and felt like
riving the people their money back as
hid and kept covered in the box office.
-Lindrud & Guettinger, Cochrane the-
tre, Cochrane, Wis. — Neighborhood pat-
onage.
The Sheik, with Rodolph Valentino
nd Agnes Ayres. — The only picture that
■as made money for me this year. A
landy picture.— Mrs. G. V. Higgins.
Elite theatre, Crawford, Neb. — Neigh-
borhood patronage.
Enchantment, with Marion Davies. —
Pleased all classes. Marion Davies is
both charming and clever in this pic-
ture. Well produced by Cosmopolitan.
— J. H. Talbert, Legion theatre, Norwich,
Kans. — Small town patronage.
The Amateur Wife, with Irene Castle.
— This was a good picture. Very well
liked. — F. E. Sabin, Majestic theatre, Eu-
reka, Mont. — Neighborhaad patronage.
The Fighting Chance, with a special
cast. — While this picture is a little old
it is very' good. Not what I would call
a special, however. — Kelley and Roush,
Rex theatre, Custer City, Okla. — Small
town patronage.
■T" ' - ' ~ . ...
| Don t Send
| Check. But
| CheckBoone
1 I have taken over the owner- (
jj ship and management of the §
jj Palace theatre and have paid |
jj the former owner for his un- jj
1 expired subscription to "Ex- §
1 hibitors Herald." It is the best jj
■ trade paper of its kind pub- jj
jj lished today in my estimation §
| and I don't know what we jj
1 would do without it. Kindly |
I see that the paper comes in my j
§ name hereafter instead of Mr.
1 Boone's name, as it will save j
1 confusion here at the post |
1 office.
I Also please send me a copy 1
| of "The Box Office Record." |
jj I believe this should come to j
1 me gratis, as Mr. Boone states jj
1 he never received a copy. But |
1 if you cannot send it free send j
§§ it anyhow and I will mail you jj
I a check for same.
Thanking you in advance, I jj
I remain,
Yours truly,
E. H. ELLIOTT,
Palace theatre,
Lynn, Ind. |
The Affairs of Anatol, a Cecil B. De-
Mille production. — This was a little long
but it went over pretty good. Patrons
all pleased. Drew good. — Max J. Seger.
Gem theatre, Stuart, Neb. — Neighbor-
hood patronage.
Under The Lash, with Gloria Swan-
son. — A fair offering for this star.
Nothing big. however. — Raymond Gear,
Mayflower theatre, Florence, Kan. — Gen-
eral patronage.
The Grim Game, with a special cast. —
A good picture that ought to satisfy. —
Chas. W. Lewis. I. O. O. F. theatre.
Grand Gorge, N. Y. — Small town pat-
ronage.
The Fighting Chance, with a special
cast. — Didn't seem to please as some
others. Just a big love story well
played. — J. W. Boatwright, Radio the-
atre, Ozark, Mo. — Neighborhood patron-
age.
His Official Fiance, with Vivian Mar-
tin.— Very interesting but nothing to brag
about. Supposed to have been a com-
edy-drama. Had no comments good or
bad. — C. A. Smythe, Rialto theatre, Gate
City, Ya. — Neighborhood patronage.
What Every Woman Knows, with a
special cast. — An excellent production in
every respect For neighborhood houses
which cater to select family , trade this
should be very satisfactory, but it won't
do for the blood and thunder fans. — E.
L. Franck, Oasis theatre, Ajo, Ariz. —
Neighborhood patronage.
The Sea Wolf, with a special cast. —
They call this one a special. Bought
this one for ten dollars. Wouldn't give
ten dollars for whole print. Nothing to
it, only a big rough fight. Specials like
this one hurt business. — J. VV. Boat-
wright, Radio theatre, Ozark, Mo. —
Neighborhood patronage.
Homer Comes Home, with Charles
R«y. — In my estimation the best Ray
picture we have played here, saving
nothing of his latest Full of humor'and
pleased most of our patrons. Ran a
Paramount Magazine with it and received
many favorable comments. Somehow
or other can't make any money these
days in spite of every effort put forth.
I would gladly offer a reward for the
antidote. — Linrud & Guettinger, Coch-
rane theatre, Cochrane, Wis.— Neighbor-
hood patronage.
The Life Line, with Jack Holt.— Very-
good program picture. Shipwreck at the
nnish sure thrilling. Beautiful scenery.
— C. A. Smythe, Rialto theatre, Gate
City, \ a. — Neighborhood patronage.
23% Hours Leave, with Douglas Mc-
Lean and Doris May.— Really what I ex-
pected, judging from good comments of
the trade journals and "What The Pic-
ture Did For Me" columns. Bovs, watch
them and then pick your pictures. This
brought more good hearty iaughs than
any feature or comedy we have shown in
some time. — Lindrud & Guettinger,
Cochrane theatre, Cochrane, Wis.
Neighborhood patronage.
What's Your Husband Doing? with a
special cast. — Smiles and plenty of laughs
in this one. 100 per cent entertainment
value. Drawing power good. Clean. —
F. G. Jewell, Jewell theatre, Plainview,
Neb. — Neighborhood patronage.
Humoresque, with a special cast. — Old,
but a very good box office attraction yet.
The picture itself is splendid and by
many thought to be superior to Over the
Hill. — William Noble, Rialto theatre, Ok-
lahoma City, Okla. — General patronage.
Heliotrope, with a special cast. — As
good a picture as I ever ran. Patrons
well pleased. Played one day and drew
good. — C. L. Dickinson, Star theatre,
New Castle, Neb.— Neighborhood pat-
ronage.
The Fighting Chance, with a special
cast. — Of course this story was written
in the days when you could buy it over
the bar instead of in the alleys, but all
the same the lesson is as good now as
then. Never read the book, but guess
I will now.— R. Ross Riley, Wigwam
theatre, Oberlin, Kan.
The Charm School, with Wallace Reid.
— Good picture. I ran this with high
scnool musicale. and it pleased 90 per
cent- — W. T. Biggs, Unique theatre,
Anita, Iowa. — Small town patronage.
The World and His Wife, with Alma
Rubens. — This is far better than 90 per
cent of the so-called specials. All Para-
mount pictures are winners for me. Am
going to use Paramount 100 per cent
from now on. — L. B. Creason, Palace the-
atre, Eufaula. Okla— Small town patron-
age.
Jackstraw, with Robert Warwick. —
Everyone pleased. Comedy-drama.
74
EXHIBITORS HERALD
May 27, 1922
Good program offering. — F. C. Clifton,
Royal theatre, Royal, Neb. — Neighbor-
hood patronage.
A Romantic Adventure, with Dorothy
Dalton. — Not much to it. You have got
to have a good story, or people are no:
satisfied. Cannot say much for this one.
— W. T. Biggs, Unique, Anita, Iowa. —
Small town patronage.
The Restless Sex, with Marion Davies.
— Excellent picture, and well pleased busi-
ness.— William Noble, Broadway theatre,
Oklahoma City, Okla. — General patron-
age.
Sand, with W illiam S. Hart. — As good
a Hart as we have had for some time.
Bill is good any place you put him. Good
business, even if the lights did go out. —
R. Ross Riley, Wigwam theatre, Ober-
lin, Kan.
O'Malley of The Mounted, with Will-
iam S. Hart. — This is a real picture. Bill
Hart is at his best in this picture. —
William Noble, Capitol theatre, Okla-
homa City, Okla. — General patronage.
Pathe
The Ruse of the Rattler, with a special
cast. — This is a dandy Western subject
and it pleased 100 per cent. Drew
mighty tine. — Frank Englert, Opera
House, Lodgeport, Neb. — Neighborhood
patronage.
The Lure of Egypt, with a special cast.
— A fair box office attraction and a good
piece of entertainment. Superior per-
formance by all in the cast. Excellent
choice of sets. Will satisfy 99.9 per
cent. — Harold F. Wendt, Rivoli theatre,
Defiance, O. — General patronage.
Discontented Wives, with a special
cast. — A good picture, but no business. —
Shelly & Wiudbill, Orpheum theatre,
Amsterdam, N. Y. — Transient patronage.
What Women Will Do, with Anna Q.
Nilsson. — My patrons liked this very
much. So did I. So I'm going to call
this a fine hour and a half show. It is
a crook picture. Good action, good cast
and a good story. Broke even, but
should make some money by right. —
F. W. Horrigan, McDonald theatre,
Philipsburg, Mont. — Mining camp pat-
ronage.
The Killer, with a special cast. — The
kind of a Western that pleases all kinds
of patrons. Clean and thrilling without
the usual shoot 'em up rough stuff. —
J. H. Talbert, Legion theatre, Norwich,
Kans. — Small town patronage.
The Border Raiders, with a special
cast. — Went over big. Some might call
it a special. — R. C. McKay, Unique thea-
tre, Devils Lake, N. D. — General pat-
ronage.
What Women Will Do, with Anna Q.
Nilsson. — A very good melodrama that
will please all classes, as there is a little
of everything in it that theatre lovers
like. — H. Daspit, Atherton theatre, Kent-
wood, La. — Neighborhood patronage.
The Power Within, with a special cast.
— Pleased the better class of my audi-
ence. Not a kid picture by any means.
A fair program offering. — H. L. Swan,
Herman theatre, Herman, Neb. — Neigh-
borhood patronage.
Father Tom, with Tom Wise. — Was
unable to find any report on this in the
"What the Picture Did for Me" depart-
ment, though I carefully looked through
all copies for months back, and so had
no idea as to what it was until after I
was running it. For that reason I did
not make any noise about it, and mighty
glad of it. Nothing offensive in the pic-
ture itself, only that it has no value as
entertainment, or as anything else worth-
while. Pathe should charge off thei;
cost of this picture (which certainly
could not have been much) to profit and
loss and shelve the film. It seems that
when a distributor gets stung with a film
he must pass the buck to the exhibitor.
It really serves me right, for an exhibitor
has no business using a picture if he
cannot find it in the exhibitors' reports,
and find favorable comment. Pathe sales-
man told me that this was a good pic-
ture. It is good for nothing and Pathe
should pay us for running it, and killing
perfectly good time of our patrons and
ourselves — J. J. Kudlacek, Swan theatre,
Swanton, Neb. — Neighborhood patron-
age.
R-C Pictures
The Vermilion Pencil, with Sessile
Hayakawa. — Excellent. Gathered con-
siderable amount of coin last half of
week, and attendance was very good.
William Noble, Empress theatre, Okla-
homa City, Okla. — General patronage.
Cold Steel, with J. P. McGowan.— A
mighty good picture and one that pleased
all. A good title.— F. M. Ferrell, Para-
mount theatre, Brunswick, Neb. — Neigh-
borhood patronage.
What's A Wife Worth? with a special
cast. — Here is one that has the punch
both ways, it gets them in and sends
them away well satisfied. Business very
good. — Harold F. Wendt, Rivoli theatre,
Defiance. O. — General patronage.
Live and Let Live, with a special cast.
— A very good picture which ought to
open the eyes of our so-called reform-
ers, if we could get them in to see this
life story. — Giacoma Bros., Crystal the-
atre, Tombstone, Ariz. — General patron-
age.
The Third Woman, with a special cast.
— Very good. Scenes in Arizona were
very good. W^e do not go much on all
star pictures. But consider this as good
as any. — H. D. Tawney, Dixie theatre,
Lilbourn, Mo. — Small town patronage.
Beach of Dreams, with a special cast.
— Poor picture. Scenery beautiful, the
only redeeming feature. — Mrs. lames
Webb, Cozy theatre, Union, Okla.—
Small town patronage.
Selznick
Another James Oliver Curwood story "The Broken Silence" which is being distributed
by Arrow.
The Way of a Maid, with Elaine Ham-
merstein. — A very excellent comedy.
This one is sure to please 100 per cent.
Did not have a good attendance but those
who saw it were well satisfied. — P. S.
Nielsen, Rex theatre, La Moure, N. D.—
Small town patronage.
The Prophet's Paradise, with Eugene
O'Brien. — Fair. Not as good as Clay
Dollars or Chivalrous Charley. Good
for program. — R. S. Wenger, Victory
theatre, Union City, Ind. — General pat-
ronage.
The Sin That Was His, with a special
cast. — Fair program picture. Not enough
action. This only pleased about fifty
per cent.— P. G. Held, Sterling theatre,
Fairmont, Neb. — Neighborhood patron-
age.
Handcuffs or Kisses, with Elaine Ham-
uli rstein. — Nice little show. Star good.
— Royal theatre, Kempton, 111. — Neigh-
borhood patronage.
The Man of Stone, with Conway
Tearle. — This is a very good picture
Something that is different. Pleased
most of the patrons. — P. S. Nielsen. Rex
theatre, La Moure, N. D. — Small town
patronage.
Pleasure Seekers, with Elaine Ham-
merstein. — Everybody was satisfied. The
only picture I have shown giving 100 per
cent satisfaction. Bad weather but at-
tendance good. — C. L. Shanner, Cozy
theatre. Page, Neb. — Neighborhood pat-
ronage.
Up the Road With Sallie, with Con-
stance Talmadge. — Good for a reissue.
Drew well. — Royal theatre, Kempton, 111.
— Neighborhood patronage.
Stolen Orders, with a special cast.—
Very good. Did very well. W as a little
old but pleased 75 per cent. — J. F. Law-
rence. Halls theatre. Halls, Tenn.—
Neighborhood patronage.
United Artists
The Three Musketeers, with Douglas
Fairbanks. — A picture that anyone will
call big from production standpoint.
And Fairbanks is there in it. But — at the
box office — a bloomer. Receipts less than
film rental. — Raymond Gear, Mayflower
Jl
May 27, 1922
EXHIBITORS HERALD
75
theatre, Florence, Kan. — General patron-
age.
Way Down East, a D. \V. Griffith pro-
duction.—Better than The Four Horse-
men and bigger attendance. Played two
days to good business. — James W. Pace,
Pace theatre, Chadron, Neb.— Neighbor-
hood patronage.
Universal
A Dangerous Little Demon, with
Marie Prevost. — Very pleasing comedy-
drama with a good touch of heavy stuff.
Marie is making more followers every
showing. You can't blame 'em.— E. & J. -
salzberg, Crystal theatre, Hoisington,
Kan. — Neighborhood patronage.
Foolish Wives, an Eric Von Stroheim
production. — Failed to please. Not a
;mall town picture. Some good acting
ind elaborate sets, but poor plot. — D. W.
vVilson, Wilson theatre, Rupert, Idaho.
—Neighborhood patronage.
The Gutter Snipe, with Gladys Wal-
on. — Absolutely impossible. 5,000 feet
jf film wasted.— H. G. Schmidt, Palace
heatre. Long Pine, Neb. — Neighbor-
lood patronage.
Wild Honey, with Priscilla Dean. —
iood production, but our people do not
are much for Miss Dean any more. —
'erner Hicks, Family theatre, Marion.
IL — General patronage.
The Dangerous Little Demon, with
vlarie Prevost. — Good comedy drama.
Cot quite up to Don't Get Personal. — P.
i. Estee, Fad theatre, Brookings, S. D.
-Neighborhood patronage.
Wild Honey, with Priscilla Dean. —
iood. Picture pleased a big business
nd the crowds "liked the bill. — William
.'oble, Rialto theatre, Oklahoma City,
)kla. — General patronage.
The Unknown Wife, with Edith Rob-
:ts. — Not much to this one. Just a
:ries of hugs and kisses. You can get
y, but that's all. — . S. Nielsen, Rex the-
:re, La Moure, N. D. — Small town pat-
>nage.
Conflict, with Priscilla Dean. — Not up
> Miss Dean's standard. The log jam
le only scene in the picture worth men-
Dning. Played to fair business with
enty of advertising. — H. E. Gilman,
lub theatre, Weed, Calif. — Neighbor-
pod patronage.
Wild Honey, with Priscilla Dean —
:ar's work O. K., but picture flopped
r us. Poor story and direction to our
>tion as reason. Unpleasant things ac-
nted and not enough enlivening humor.
P. G. Estee, Fad theatre, Brookings.
D. — Neighborhood patronage.
The Wise Kid, with Gladys Walton.—
ory and title very clever. Sprightlv
medy. Walton has a following. — E. &
Salzberg, Crystal theatre, Hoisington.
in. — Neighborhood patronage.
Man To Man, with Harry Carey. — A
»h-class western in every respect, and
• believe equally as good as his previ-
■s effort The Fox. The scenery in this
'11 also please your patrons. — William
■ Creal, Suburban theatre, Omaha, Neb.
- General patronage.
The Dangerous Moment, with Car-
il Myers. — Good production with
I irt ending. Star well liked here,
iternational Weekly and comedy ex-
utionally good. — John Wesley, Peoples
' atre, Scio, Ore. — Small town patron-
Man to Man, with Harry Carey. —
i other score for Carey. Not quite as
{3d as The Fox, but good enough. —
1 G. Estee, Fad theatre, Brookings, S.
1 —Neighborhood patronage.
"he Girl in the Rain, with a special
c,t. — This is an extra good feature. A
g:>d story from start to finish. Better
DOROTHY GISH in Griffith's "Orphans
of the Storm" being distributed by
United Artists.
than some super-special attractions. Ex-
hibitors will make no mistake on this
feature if well advertised. — J. F. Spang-
ler, Globe theatre, Beaver, Okla. — Gen-
eral patronage. "
The Wallop, with Harry Carey.— A
dandy western subject with a real wal-
lop. Drew good. — J. M. Sutherland.
Sutherland theatre, Newport, Neb. —
Neighborhood patronage.
Desperate Trails, with Harry Carey.
— Good as far as it went, but has no
ending, should be at least one more reel.
Photography good. Poor business. —
John Wesley, Peoples theatre, Scio, Ore.
— Small town patronage.
Shattered Dreams, with Miss duPont.
— A good picture for a Saturday night
show when both "high brow" and "low
brow" turn out. — J. F. Rees, Regal the-
atre, Wellsville, Mo. — Neighborhood
patronage.
Conflict, with Priscilla Dean. — My peo-
ple liked this better than any of the other
Dean releases. — Raymond Gear, May-
flower theatre, Florence, Kan. — General
patronage.
Man To Man, with Harry Carey-
Pleased generally. Can't see why com-
panies like Universal persist in adver-
tising things in their pictures that are
not there. We go by press book and
advertise thrills they don't get, which will
eventually hurt the producers as much as
the theatre. — Yerner Hicks, Family the-
atre, Marion, 111. — General patronage.
The Freeze Out, with Harry Carey. —
Good. A W. S. Hart type of Western
with some tense scenes that will glue
their eyes to the screen and make them
like it.— J. F. Rees, Regal theatre, Wells-
ville, Mo. — Neighborhood patronage.
The Fox, with Harry Carey. — Good
Western. Lots of action. Will please,
any audience that likes Westerns. Best
Carey ever put out. However, my pa-
trons do not like Carey. Business fair
under the circumstances. — John Wesley,
Peoples theatre, Scio, Ore. — Neighbor-
hood patronage.
Vitagraph
Island Wives, with Corinne Griffith. —
Very good Corinne is always a good
drawing card. Her work may be recom-
mended. Not one kick. — Luna theatre,
Brooklyn, N. Y. — Neighborhood patron-
age.
The Little Minister, with Alice Cal-
houn.— A real 100 per cent production
and one that will go with any class of
patronage. Drew good for one day. —
L. S. Yeager, Star theatre, Bloomfield,
Neb. — Neighborhood patronage.
The Angel of Crooked Street, with
Alice Calhoun. — Excellent. Audiences
liked this feature and business was far
above the average. — William Noble, Cri-
terion theatre, Oklahoma City, Okla. —
General patronage.
The Silent Vow, with William Dun-
can.— Book this one, as it will please. It
has some wonderful scenery, good act-
ing, and good story. I ran Semon com-
edy, The Suitor, and this made a very
good Saturday program. — W. T. Biggs,
Unique theatre, Anita, Iowa. — Small
town patronage.
Flower of the North, with a special
cast. — One of the best and most success-
ful Curwoods we ever nlaved. You can
get behind it without fear. — E. & J.
Salzberg, Crystal theatre, Hoisington,
Kan. — Neighborhood patronage.
Lucky Carson, with Earle Williams. —
This is a good picture. While I did not
pack them in, but it was no fault of the
picture. — Spaulding Brothers, Gem the-
atre, Taylorville, 111. — Neighborhood pat-
ronage.
Restless Souls, with Earle Williams. —
Good. This picture pleased and enjoyed
a big business. — William Noble, Criterion
theatre, Oklahoma City, Okla. — General
patronage.
Black Beauty, with Jean Paige. —
Pleased 100 per cent and patrons are
still talking about it. Made money. — E.
L. Daviek, Quality theatre, Ewing, Neb.
— Neighborhood patronage.
The Heart of Maryland, with Cath-
erine Calvert. — Here is one that should
go over most anywhere, for it is good.
Star pleasing. — Verner Hicks, Family
theatre, Marion, 111. — General patronage.
Cousin Kate, with Alice Joyce.— This
is a good picture. Will appeal to all.
Alice Joyce is always good. — Mr. and
Mrs. E. Fox, Princess theatre, Obion,
Tenn. — Small town patronage.
Black Beauty, The Heart of Maryland,
Trumpet Island and The Courage of
Marge O'Doone. — Our patrons liked
these. They will make you a profit if
such a thing is possible in your town. —
Bishop & Benn, Crystal theatre, Dodge-
vilfe, Wis. — Small town patronage.
Black Beauty, with Jean Paige. — Fine.
If you have not run this picture, book it.
Fine for both old and young. — H. H.
Burden, Mirage theatre, Axtell, Neb. —
Neighborhood patronage.
The Broadway Bubble, with Corinne
Griffith. — Good picture. Pleased all. —
ENDOWMENTS for the
development of motion
pictures are among the
possibilities of the future.
None have been received to
date. Screen art pays its
way. Showmen utilizing
this department and "The
Box Office Record" separate
wheat from chaff and pro-
vide producers of good pic-
tures with the money profit
which is the sole genuine
endowment to picture prog-
ress recorded.
76
EXHIBITORS HERALD
May 27, 1922
CHARLES RAY turns the tables on a couple of crooks in "The Deuce of Spades,"
nis iateot .first iNational leature.
Mr. and Mrs. E. Fox, Princess theatre,
Obion, Tenn. — Small town patronage.
Black Beauty, with Jean Paige. —
They've all read the book and of course
want to see it on the screen. Put this
one on in connection with the H. S.
Athletic Ass'n and had a full house in
spite of unfavorable weather conditions.
— American Legion, Legion theatre.
Blunt, S. D. — Neighborhood patronage.
The Prodigal Judge, with Jean Paige
and Maclyn Arbuckle. — Somebody told
the truth when he said this is one of
the best pictures of the year. It is a
story of the Old South, and the director
seems to have just gotten the proper at-
mosphere, which makes you forget you
are looking at a picture, and think you
are taking a part in one of life's dramas
yourself. We have never seen a better
actor than Maclyn Arbuckle, nor a cast
made up of handsomer young men and
women. Even the villain is of striking
beauty and it would have been a shame
not to have cast him as the hero if that
young man had not been equally hand-
some. This production has everything —
good acting, interest and amusing story,
thrills aplenty, fine photography and
beautiful scenery. This is one of the
few so-called specials in which we have
not been disappointed. — William II.
Creal, Suburban theatre, Omaha, Neb.
Wid Gunning, Inc.
White Hands, with Hobart Bosworth.
— Personally, I think this is one of the
best dramatic pictures for some time. If
Bosworth is a card with your patrons
give it to them as a super. It'll stand
the test. Plenty of action and some real
acting. Cast is all that could be desired.
The picture is truly different from the
most of them. There is a corking story
and the interest is maintained through-
out. It pleased 100 per cent, although
it is decidedly a man's picture. Busi-
ness fair. — Harold F. Wendt, Rivoli the-
atre. Defiance, O.
The Girl From God's Country, with
Nell Shipman. — A very good picture,
though not to be compared with Back To
God's Country. This type of picture
usually pleases my patrons. — A. M. Bar-
ton, Playhouse, Ticonderoga, N. Y. —
Neighborhood patronage.
Our Mutual Friend, with a special cast.
— Good picturization of famous Dickens
novel. Pleased reading class. Used for
benefit Auxiliary American Legion. — P.
G. Estee, Fad theatre, Brookings, S. D.
— Neighborhood patronage.
The Girl From God's Country, with
Nell Shipman. — Cut to a five part pro-
gram picture, it might get by, but as a
seven part special it is a flivver. — Mar-
tin W. Operle, Armory theatre, Ste.
Genevieve, Mo. — Neighborhood patron-
age.
Good and Evil, with Lucy Dorraine. —
Pulled a boner when I booked this one.
Did a little business and pleased about
50 per cent. Story is weak and the
picture should be cut to about half its
present length. — Harold F. Wendt, Riv-
oli theatre, Defiance, O. — General pat-
ronage.
The Girl from God's Country, with
Nell Shipman. — For a picture of the
type, it is all right. Hardly worth what
I paid for it, though. — Raymond Gear,
Mayflower theatre, Florence, Kan. — Gen-
eral patronage.
State Rights
District distributors of State Right at-
tractions arc invited to file definition of
territory with the editor of this department
to facilitate prompt reply to exhibitor in-
quiry.
Ten Nights In A Barroom (Arrow),
with a special cast. — Book it and dust
off the S. R. O. sign. An A Number I
picture played to excellent business for
two days. — Luna theatre, Brooklyn, N.
Y. — Neighborhood patronage.
The Milky Way (Western Ex.), with
David Butler. — A program picture, al-
though played up by the exchanges as
something worth while. It will please 75
per cent, but doesn't mean anything at
the B. O. It's an old story. — Harold F.
Wendt, Rivoli theatre. Defiance, O.
The Unknown (Goldstonc), with
Richard Talmadgc. — Booked these Tal-
madges from good reports from reviews
and exhibitors. Did not go at all with
me. Star good but support awful.
Stunts so unreasonable that they were
laughable. With good support and story
would probably go, but not here. — G. W.
Ycaton, [oka theatre, Exeter, N. H. —
N( ighborhood patronage.
The Man Worth While (Rus 3 ell-
Clark), with a special cast. — The picture
itself is not worth while either. — Geo. C.
Starkey, Opera House, Montour Falls,
N. Y. — Neighborhood patronage.
The Good Bad Wife (Federated) with
Dorothy Green. — A splendid picture that
will please all classes. Better than some
specials that cost me twice as much.
Drew good business without extra ad-
vertising.— H. Daspit, Atherton theatre,
Kentwood, La. — Neighborhood patron-
age.
The Golden Trail (Arrow), with Ja/e
Novak. — A knockout and one that every-
one will enjoy. A Northern picture with
wonderful snow scenes. — F. A. Smith,
Comfort theatre, Omaha, Neb. — Neigh-
borhood patronage.
Silver Spurs (Western Ex), with Les-
ter Cuneo. — A corker. Business very
favorable. Lester made some hit. — Luna
theatre, Brooklyn, N. Y. — Neighborhood
patronage.
The Hidden Code (Pioneer), with
Grace Davison. — Exchange ought to be
ashamed to send out such stuff. About
the only good thing the exchange has is
their serial, Miracles of the Jungle-
Charles Hurich, Ray theatre, Dickenson,
N. D. — Neighborhood patronage.
Women Who Wait (Wistaria), with 1
a special cast. — Just a fair program pic-
ture.— N. O. Foster, Elite theatre, Ot-
sego, Mich. — Neighborhood patronage.
A Western Demon (Pioneer), with
William Fairbanks. — Any audience that
can't get entertainment out of this one
must be blind to everything but fine
skirts, white shirts and brass collars. —
J. J. Sarah, Rex theatre, Walsenburg.
Colo. — Neighborhood patronage.
The Hidden Light (Commonwealth I,
with a special cast. — Good picture. .
Audience liked it. — J. W. Weisbeck, Lib-
eral theatre, Alden, N. Y. — Neighbor-
hood patronage.
The Fall of Babylon (Griffith), a D ,
W. Griffith production. — Wonderful pic-
ture of its kind, and drew well at 1C
and 35 cents, but will not please mor<
than half your patrons. I played it witl
dancing girl, who liked to "ruined" me
— P. G. Vaughan, Royal theatre, Lee'; 1-
Summit, Mo. — Neighborhood patronage
Frivolous Wives (Fidelity), with ;
special cast. — If your patrons like Val I
entino, and with us he is most popular
buy this one as it will please them. I V;
they don't like him — lay off! Outside o
his performance the picture is old am
"rotten," if that term must be used.-
Harold F. Wendt, Rivoli theatre, Deli
ance, O. — General patronage.
Girls Don't Gamble (Schwab), witl,
David Butler. — One of the best al M-
around pictures I have run. David But
ler far better than Charles Ray and nr
patrons arc asking for his next picture
I gambled, as I thought, but was a sup :
winner, as David Butler is a star th
people like. — R. E. Watson, Milda the
atre, Chicago, 111.
The Echo of Youth (Graphic), with yWj1
special cast. — Good picture and mor
truth than poetry in the story. Fai
business. — T. E. Walton, National the
afe. New Bedford, Mass. — Neighbor J
hood patronage.
The Servant In The House ( F. B. 0.)
with a special cast - A very good pictur'B «
for high class patronage, but too deem '
for tin- average crowd. — II. Daspit, At n
erton theatre, Kentwood. La.— Neigh
borhood patronage.
Julius Caesar (Kleine). with Anthon
Xovillc Good. Had a Roman glad
aotr parade the streets in conjunctio
«nh this and ran to two days of fai,
Mav 27. 1922
EXHIBITORS HERALD
77
business. — Luna theatre, Brooklyn, N.
iY. — Neighborhood patronage.
| So This Is Arizona (Smith), with
Frankly n Farnum. — A cracker jack
.Western comedy-drama. Ought to go
good where Westerns are liked. Scen-
ery, acting, story and photography good
— P. G. Vaughan, Royal theatre. Lee's
aummit. Mo. — Neighborhood patronage.
Outlawed (Pioneer), with a special
cast. — This picture played to a very good
insiness and pleased 100 per cent. It
las a fine running story and plenty of
iction. — Harold F. Wendt. Rivoli the-
itre. Defiance. O. — General patronage.
The Unfortunate Sex (Gersten). witi>
i special cast. A good box office magnet,
l'ou can make no mistake in booking
his big money-maker. Will please the
nasses. Heat over 90 in the shade.
Jlayed to capacity business for three
■lays. — J. Levey, Woburn theatre. Wo-
>urn. Mass — General patronage.
A Child For Sale (Graphic), with a
pecial cast. — Drew very light crowd for
,wo days showing. Don't let anyone
ell you this for a special. It is a good
»rogram picture. — P. G. Vaughan. Royal
heatre. Lee's Summit, Mo. — Neighbor-
ood patronage.
The Fall of Babylon (Griffith), a D. W.
inffith production. — An exceedingly fine
icture for its kind. Massive and stu-
endous in its conception and execu-
on. Picture well liked and patronized
y the patrons. — William Noble, Broad-
ay theatre. Oklahoma City, Okla. —
reneral patronage.
The Unknown (Goldstone), with Rich-
rd Talmadge. — In my opinion he ha->
>ouglas Fairbanks beat a mile on stunts.
le kept them in an excited mood
irough the whole picture. Give us
»ore like this one. — Alfred E. Grosy,
iortez theatre. New Orleans, La. —
eighborhood patronage.
The Hidden Code (Pioneer), with
race Davison. — Only a fair picture. —
has. Kuchan, Idylhour theatre, Canton.
1.— General patronage.-
Welcome Children (National), with a
lecial cast. — Not produced by Universal
' Jt sent to me from their Boston ex-
lange as one of the pictures on their
imtract. Universal ought to be ashamed
t mix such a picture in with their
oduct. Universals are good, but why
oil their program with such stuff as
is? — G. W. Yeaton. Ioka theatre, Ex-
er, N. H. — Neighborhood patronage.
The Wakefield Case (World), with
erbert Rawlinson. — A pretty good de-
ctive mystery drama. First reel dark.
lit balance of film okay. — P. G.
lughan. Royal theatre, Lee's Summit,
o. — Neighborhood patronage.
Black Sheep (Pinnacle), with Neal
art. — This is a very fine Western sub-
' Zt. Have run all the Harts so far and
ey please. However, in my opinion
"is is the best of the lot. My people
s partial to Westerns and he goes big
re. — F. L. Clarke, Cozy theatre, Hazen.
k. — Small town patronage.
The Jungle Child (Tri.). with a special
st — A good feature of a child raised
\ the jungle lands with nature people.
iese features please the majority of
lople. Show pleased everybody. — J. F.
• angler, Globe theatre. Beaver, Okla.
- General patronage.
The Lure of Gold (Pinnacle), with
• al Hart. — A dandy western picture.
• thrill every minute and pleased a
lge Sunday attendance. — Luna theatre,
looklyn, N. Y. — Neighborhood patron-
Hie Mask (Export and Import), with
• special cast. — Have seen this picture
lacked, but both myself and patrons
'-d it. Little Mickey Moore is a clever
little actor and won the hearts of all. —
H. Daspit. Atherton theatre, Kentwood.
La. — Neighborhood patronage.
Whispering Shadows (World), with
Lucy Cotton. — Here's one that is sure
to cost you monej- it you play it. One
of the poorest box office attractions of
the year for me. — Harold F. Wendt, Riv-
oli theatre. Defiance, O.
The Heart of the North (Brandt-
Davis), with a special cast. — A very ex-
cellent picture our patrons pronounced
this one. — Giacoma Bros., Crystal the-
atre, Tombstone, Ariz. — General patron-
age.
Double Trouble (Triangle). with
Douglas Fairbanks.— Would advise any-
one to leave it alone. I would not run
it if I could get it free of charge. Th<;
bummest I have run yet. — J. F. Law-
rance. Halls theatre. Halls, Tenn. —
Neighborhood patronage.
Penny o' Top Hill Trail (Federated),
with Bessie Love. — This is the third
Bessie Love picture I have used anci
each one has- been better than the last —
as far as entertainment is concerned.
From a box office standpoint they have
all been very weak. — Harold F. Wendt,
Rivoli theatre, Defiance, O. — General pat-
ronage.
Welcome Children (National), with a
special cast. — Good entertainment and
censor proof. Poor business on account
of rain. — M. C. Davis. Wigwam theatre.
Kingston, Okla. — Neighborhood patron-
age.
The Wakefield Case (World), with
Herbert Rawlinson. — Rawlinson was not
strong enough to stand up under the
pressure of being shown in three the-
atres at the same time in this man's
town, as was the case. A fair picture,
but not a business getter. — Harold F.
Wendt, Rivoli theatre. Defiance, O.
Keith of the Border (Tri.), with Roy
Stewart. — An extra good Western along
the Mexican border. A great struggle,
between Texas cowboys and Mexicans.
Sure to please any audience. — J. F.
Spangler. Globe theatre. Beaver, Okla.
— General patronage.
Serials
With Stanley in Africa (Universal),
with George Walsh. — Another good
serial along educational as well as ad-
venturous lines. — P. G. Estee, Fad the-
atre, Brookings, S. D.— Neighborhood
patronage.
The Blue Fox (Arrow), with Ann
Little. — On 7th episode and going good.
Has pulled them out on some very
stormy nights. Making us money. — C.
A. Spainhour, Auditorium theatre.
Greensburg, Kan.— Small town patron-
age.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — On epi-
sode 7 and holding up better than any
other serial. Elmo sure has the neces-
sary punch. This should go big in
every theatre. — M. B. Bolaige. Fairmount
theatre. Kansas City.' Mo. — Neighbor-
hood patronage.
Hurrican Hutch (Pathe), with Charles
Hutchison. — On the 9th episode and
holding up good. Patrons interested all
the way.— Rollman & Malone. Wonder-
land theatre. Big Springs, Neb. — Neigh-
borhood patronage.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — Give us
more like it. Business doubled on Sat-
urday. Each episode better than pre-
ceding one.— L. C. McElson. Eagle and
Rainbow^ theatres. Kansas City, Mo. —
Neighborhood patronage.
Hurricane Hutch (Pathe), with
Charles Hutchison. — This was about the
greatest joke for a picture serial or
whatever you want to call it that I
ever had anything to do with. Just fin-
ished it. Thank God. Lost money on
every episode. — H. Burden Mirage the-
atre. Axtell, Neb— Neighborhood pat-
ronage.
Short Subjects
Pay Day (F. N.), with Charlie Chap-
lin.— Good. Ran this for three days to
tip top business. — Luna theatre, Brook-
lyn, N. Y. — Neighborhood patronage.
A Sailor Made Man iA>>o. Ex.), with
Harold Lloyd. — One of star's best to
date. Drew good. Play this series with
a serial— N. C. Jennings, Jewell theatre.
Jewell, Neb. — Neighborhood patronage.
The Show (Yitagraph). with Larry,
Semon. — The best comedy of his ca-
reer, and one of the best ever produced.
Contains as many thrills as the average
serial.— W. W. White. Jefferson theatre.
Jefferson City, Tenn. — Neighborhood
patronage.
The Duck Hunters I F. N.). a Mack
78
EXHIBITORS HERALD
May 27, 1922
USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Pictures
Are Doing for Other Exhibitor!
Fill in this blank now and tend
to Exhibitors Herald, 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remarks
Title
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
Sennett comedy. — This one has plenty
of stunts to cause numerous outbursts.
Better than the average turned out by
Sennett. — Harold F. Wendt, Rivoli the-
atre, Defiance, O.
The Stork's Mistake (Educational),
with a special cast. — An out of the or-
dinary two reel comedy. Contains the
sweetest bunch of babies 1 ever saw,
and two cute little boys, a horse, two
dogs, a monkey and a turtle. Not a
comedy to howl over, but one sure to
please. — A. N. Miles, Eminence theatre,
Eminence, Ky. — General patronage.
LITTLE MISS MISCHIEF
(Universal), with Baby Peggy. —
Pleasing comedy. Century has im-
proved wonderfully. So have
many other brands. Moonshine,
undressing scenes, etc., are not
funny and directors have heeded |
complaints. — P. G. Estee, Fad the-
atre, Brookings, S. D.
Rolling Stones (Educational), with
Lloyd Hamilton. — One of Ham's best
comedies. Carries some clever stuff. —
Raymond Gear, Mayflower theatre, Flor-
ence, Kan. — General patronage.
Cleaned and Dry (Federated), with
Monty Banks. — This little fellow is al-
ways popular with our patrons. The
women like him as well as the men.
This one well up to the average, if not
above. — Harold F. Wendt, Rivoli the-
atre, Defiance, O.
Beggar Maid (Hodkinson), with Mary
Astor. — Pleased the women and the
ones that like beauty. — Horace Emmick,
O. K. theatre, Lewisport, Ky. — Neigh-
borhood patronage.
Never Weaken (Asso. Ex.), with Har-
old Lloyd. — A long, long time ago, we
screened this and considered it only fair.
When we finally ran it Never Weaken
created more laughter, shrieking and hy-
steria than any other comedy, barring
none. Never Weaken is more of a
thriller than a comedy but seems to hit
the spot. Financially, a very bitter dis-
appointment. Played with Just Around
the Corner. — Fred S. Meyer, Palace the-
atre, Hamilton, O. — High class family
patronage.
A Sailor Made Man (A. E.), with Har-
old Lloyd. — High class comedy in every
respect. Played to big business. — Prin-
cess theatre, Roxboro, N. C. — Neighbor-
hood patronage.
Among Those Present, Now or Never,
and I Do (A. E.), with Harold Lloyd.—
Ran these three Lloyd comedies in a
week. I paid more for them than any
comedies I have been using lately, but
they are certainly worth the advance
asked for them. The one reel Lloyd's are
junk compared to these.- — M. Oppen-
heimer. Empire theatre, New Orleans, La.
— Transient patronage.
Century Comedies (Universal). — I
read a great deal about comedies. I
have run Sunshine, Toonerville, Educa-
tional, Sennett and about every other
kind and consider Century the best of
the bunch, especially Harry Sweet, Baby
Peggy and Brownie. About 10 out of
12 are extra good. Harry Sweet means
more here than Harold Lloyd. — R. S.
Wenger, Victory theatre, Union City.
Ind.
Pathe News, No. 30. — Took off the
Pathe News with this issue. It has
been making poor filler here. Peoplo
sigh when it is over and are glad that
it is issued but twice a week. — Harol'l
F. Wendt, Rivoli theatre. Defiance, O. —
General patronage.
Sclig-Rork Dramas (Educational) — In
a class by themselves as short reel
dramas. The only 100 per cent short
reel dramas on the market. Exception-
ally good. — E. & J. Salzberg, Crystal the-
atre, Hoisington, Kan. — Neighborhood
patronage.
Vod-A-Vil Movies (Spanuth) — Vaude-
ville acts good but some rank gags at end
of reel spoiled it. People will demand
censorship as long as exchanges send
out stuff like this. This was No. 37,
Boys. Clip it. — V. G. Bellman, Castalia
theatre, Castalia, la. — Small town patron-
age.
Truart Productions (Hodkinson). — We
have plaved the first two of the series,
namely The Beggar Maid and The Bash-
ful Suitor, and the comments received
proved that the patrons appreciate this
class of motion pictures. — Sam Sax, New
Grand and Princess theatres, Portland,
Ore.
Bill and Bob Series (Pathe), with a
special cast. — For clean, wholesome ad-
venture stories for children, these sub-
jects are without an equal. They do
not take the place of the comedy, but
are mighty good fillers that we take
pleasure in showing. — Fred S. Meyer,
Palace theatre, Hamilton, O. — High class
family patronage.
Aesop's Fables (Pathe), Cartoon.—
Good. All small towns need this reel.
It will please all classes. — C. C. Craig,
Pastime theatre, Marmaduke, Ark. —
Neighborhood patronage.
Buster Keaton Comedies (F. N. and
Metro). — They go over good. He al-
ways springs a new stunt. — Gustine &
Roush, Princess theatre, Lewistown, 111.
— -Neighborhood patronage.
Goldwyn Bray Cartoons. — One reelers
but usually only cartoons. Not very well
liked by my patrons, and the Lampoons
do not go at all— Star theatre, Crofton
Neb.
Aesop's Fables (Pathe), a cartoon.-
Mighty fine little subject that affords :
much needed relief along with 8 and K
and 12 reel features. We hope to maki
room for these subjects every week, oi
at least until the novelty wears off.-
Fred S. Meyer, Palace theatre, Hamilton
O .— High class family patronage.
Joe Martin Comedies (Universal) — No
much to these. Have seen lots better
Don't think much of Joe Martin. To<
slow— William Thacher, Royal theatre
Salina, Kan.
Al St. John Comedies (Fox).— H
pleases. — Gustine & Roush, Princess the
atre, Lewistown, 111.— Naighborhood pat
ronage.
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Manufacturers of HiRh-Grnde ELECTRO-
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Theatre and Home,
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May 27. 1922
EXHIBITORS HERALD
79
R-C to Handle New
Series of Comedies
Plum Center Films Starring
Dan Mason Added to List
of Short Subjects
A further addition to the rapidly-grow-
ing short subject program of R-C Pic-
tures is a series of comedies starring Dan
Mason, veteren trouper, who featured as
the "Skipper" in Toonerville comedies.
These pictures are to be produced by
Paul Gerson Pictures Corporation in San
Francisco. They will be known as Plum
Center Comedies and will be the second
comedy series scheduled for R-C publica-
tion, the first being the Carter DeHaven
comedies now in production.
New Actress in Support
Paul Gerson. who is president of the
producing company, has assembled an
efficient producing organization. In the
:ast with Dan Mason, who is rounding
Dut fifty years of stage and screen work
,n this series, is Wilna Hervey. a new
ictress on the screen, who weighs 315
sounds and is six feet four inches tall.
Miss Hervey. however, is not fat and the
aughs she wins it is said are not caused
»y any unnatural obesity, but rather by
ler masculine strength. In the early
:omedies of the series she plays the part
M the station agent of Plum Center. Dan
jason plays the village coach driver and
nail clerk Who has carried the mail for
,orty years without the loss of as much
s a post card.
The first comedy shows Mason as the
woprietor of the local motion picture
louse which shows "the latest Kalem
ramas"'and news reels "showing New
ork during the Third Liberty Loan
)rive." They can be described, states
i-C, as "gag" pictures built around a
!omedy theme.
Twelve Comedies in Series
' The contract for the distribution of
nese comedies was signed by officials of
ne R-C company and Harvey C. Weaver,
eneral manager of the Paul Gerson Pic-
jres Corporation, after the first few
omedies had been screened for inspec-
[on. Twelve comedies will comprise the
rst series, all of which will be filmed in
an Francisco and the neighborhood vil-
ages. It is planned in addition to make
fix-reel comedv dramas starring Dan
lig Music Tie-up for
"My Wild Irish Rose"
' M. Whitmark & Sons, music publish-
s, are preparing an elaborate exploita-
on tie-up with the new Vitagraph
>ecial "My Wild Irish Rose." Plans in-
•ude a special souvenir edition of t'm
•mg, "My Wild Irish Rose." handsome
indow displays, with special decorativc-
■aterial, and a concerted effort on the
irt of the entire organization.
ew Xeilan Production
To Be Published May 21
.Marshall Neilan's newest production
ools First," featuring Claire Windsor,
ichard Dix and Claude Gillingwater.
ill be published the week of May 21.
'ien it will be shown in key-city theatres
roughout the country.
A pre-view premiere of the feature via
rst National was held at the Strand
eatre. New York, on May 14.
Spoor Enters State Rights Field;
"Young America," Initial Offering
George K. Spoor, president of the
Essanay Film Manufacturing Company
has entered the state rights field. For
the first time in motion picture history
Essanay is offering a state rights photo-
play.
Film a Stage Sucess
"Young America" purchased from
Cohan and Harris is the vehicle with
wjhich Mr. Spoor in testing out the state
rights buyers. The story is from the
stage success of the same name and is
presented with an all-star stage cast with
principals as selected by George M.
Cohan for his stage play.
"Young America" is said to be a
picture after the order of "School Days,"
"Penrod," "My Boy," etc., and is de-
scribed as an intense heart interest story
of every day life concerning a boy, a
girl and a dog. It is declared a typical
red-blooded George Cohan play.
Referring to the exploitation of the
picture Blair Coan who is in charge of
its sale for Mr. Spoor said:
Plan Big Exploitation
"The campaign behind this picture is
not quite complete and we will not be
able to announce just what it is for a
few days yet but it is conservative to
say that it will have exploitation second
to rio other state rights picture. The
.-ame things that Mr. Spoor used to make
Charles Chaplin the greatest of screen
comedians are to be employed in setting
'Young America' before the public. We
believe this picture will be one of the
successes of the year. An announcement
will be made through the trade papers
shortly."
Si. Greiver of Greiver Productions has
■ ■ - «» i : v r I* *
• ^ntf^wr 'j f ji Ai
%m wm mm
VITAGRAPH'S NEW home at Washing-
ton, D. C, is shown in this architect's
sketch. The modern new exchange is now
under construction.
secured the rights to this picture for In-
diana and Northern Illinois.
Big Success Apparent
For "Reported Missing"
Select Exchanges Report
The early activities of the Select sales
forces promise great success for Owen
Moore's new attraction. "Reported Miss-
ing," according to John S. Woody, gen-
eral manager. From every branch man-
ager has come to Mr. Woody proof of
unusual interest in the sales campaign
that is expected to give "Reported Miss-
ing" a wider distribution than any Selz-
nick attraction has ever had.
While Owen Moore's new offering was
on display at the Criterion, New York,
the various branch managers were hus-
tling to give the show a start in their
own territory, preparatory to the general
publication of the picture about May 15.
The Chicago premier took place at Jones,
Linick & Schaeffer's Randolph theatre,
first of the big centers.
Charles W. Picquet. manager of the
Carolina theatre. Pinehurst, N. C. se-
lected "Reported Missing" as the enter-
tainment for 250 bankers who met in
convention at the North Carolina State
Bankers Association at Pinehurst.
Educational Comedy Has
Run of Thirteen Weeks
"Schoolday Love," an Educational-
Campbell Comedy, has just closed a
notable run at Miller's theatre, Los
Angeles, where the two-reel children and
animal comedy ran for thirteen weeks
and five days in conjunction with "The
Silent Call."
Few if any pictures, it is believed, have
had as long a run in a regular motion
picture house. "Schoolday Love" was
shown during the entire run of the fea-
ture picture. Doreen Turner and Coy
Watson, Jr., are featured in the film
which was supervised by William S.
Campbell.
Special Music Score to
Be Written for "Salome"
A special music score to emphasize the
fantasy and beauty of the creation will
be written for the latest Nazimova pro-
duction "Salome," in which Alia Nazi-
mova stars.
Before departing for New York to ar-
range for the distribution of the feature
a preview was staged by director Charles
Bryant at which a number of exhibitors,
producers and stars were present. Ac-
cording to reports the film was highly
praised by those present.
Two New Arrow Films
To Be Published June 1
Arrow Film Corporation announces the
publication on June 1. of "The Price of
Youth." a Ben Wilson production starr-
ing Neva Gerber. In the supporting cast
are Ashton Dearholt, Spottiswood Aiken
and Joseph Girard.
Arrow's newest Curwood picture "The
Broken Silence," fs also scheduled for
publication June 1. The cast includes
Zena Keefe, Barney Sherry and Gvpsy
O'Brien.
80
EXHIBITORS HERALD
May 27, 1922
Theatre
Chairs
American
Seating Co.
UF.JjckwnBUd.
Chicago
18
Qjn Jmericas Toremofi Theatre*
NEW YORK
121 W. Fortieth St.
CHICAGO
12 E. Jackson Blvd.
PHILADEI'HIA
252 So. BrdSt.
THEATRE EQUIPME
HOLDING PATRONS
DURING HOT
WEATHER
Theatre attendance is on the in-
crease. Admission tax returns for the
month of Marcl- show an ,ncrease of
$400,000 over those 01 February ac-
cording to a government report. This
is a healthy indication.
Naturally this increase of theatre
attendance is to be encouraged in
every manner. And one of the most
effective ways to keep up patronage
once started is to make the theatre as
attractive and comfortable as possible.
With warm weather practically at
hand this is more important now than
ever. If business has been dull in the
past it will undoubtedly remain so
in spite of the growing tendency of the
public to seek amusement on a greater
scale unless something is done to off-
set the natural disadvantages brought
about by warm weather.
With indications showing a return
in theatre attendance again exhibitors
can better feel justified in improving
their houses with features that mean
better presentation and more comfort
for the patron. It is an encouraging
move already started by the public
itself.
Huge expenditures along this line
are not necessary. Small improve-
ments, when properly brought to the
attention of the public will have a far-
reaching effect.
An institution which caters to the
public as does the motion picture the-
atre cannot well afford to neglect to
bring to the attention of its patrons
any improvements that are made for
their comfort. This, we believe, is a
feature that has been greatly over-
looked in the past.
Your patrons are naturally inter-
ested in any new arrangements made
in your theatre, especially if they
take the interest in it which they
should through your cultivation. Var-
ious pictures are advertised exten-
sively from time to time. Why not
call the attention of the patrons to a
new projection machine, ventilating
system draperies, and other furnish-
ings that you may install. These are
more permanent features of your
house, and ones that your audience
will enjoy for a long time, and for
which you will win their commenda-
tion and support. Tell them about
the things you are doing to give them
better presentation and greater com-
fort while in your theatre.
WEST COAST THEATRES OPEN
TWO MORE PLAYHOUSES
IN CALIFORNIA
Will Build Further Theatres as Soon as Sites Can Be
Obtained President M. Gore Announces; Lauds Organ
Music as Accompaniment for Film.
A concrete expression of faith in the
early restoration of normal business is
evidenced in the opening of two nev.
theatres in California by West Coast
Theatres Syndicate, First National fran-
chise holders, who already control and
operate fifty-two of the finest playhouses
on the Western coast. The first of these
is the Tivoli, a $100,000 house in a subur-
ban district of Los Angeles. The other
is the new Hippodrome at Bakersfield,
Cal.
More. Theatres Planned
The completion of these playhouses is
but the beginning of an extensive theatre
building program, according to M. Gore,
president of the company. He has statcl
that the West Coast Theatre Syndicate
expects to continue building new play-
houses just as rapidly as new sites and
locations can lie obtained.
One of the many features of the new
Tivoli is the large pipe-organ which has
been installed. In the matter of furnish-
ing musical augmentation for pictures
Mr. Gore believes that pipe organ ac-
companiment is much more effective
than heavy symphonic orchestration.
This has been his experience after some
fifteen years as an exhibitor.
Organ Is Versatile
"An organist plays with his soul and
an orchestra plays with its head," Mr.
Gore explains. "Organists watch the
picture and the dramatic theme instead
of watching the notes. Rapid changes
on the screen may be followed as rapidly
on the pipe-organ, whereas a fifty-piece
orchestra, while it may change its music
from forte to pianissimo or from ac-
celerated to very slow time, cannot really
follow the theme with any degree of
speed or accuracy."
At the Kinema theatre, the finest of
the chain, the symphonic orchestra has
been reduced in size and Eddie Horton
engaged to play the organ. This move
was followed by a reduction in admission
resulting in increased attendance.
Provide Parking Space
In the construction of its suburban
houses it has been the policy of West
Coast theaters to follow modern lines
of theatrical construction embracing all
features that make for the comfort and
pleasure of the patron. An innovation in
connection with the new Tivoli theatre is
the free parking space provided for pat-
Tons, with regular attendants in charge.
COMPLETE FIRST
UNIT OF CHAIN
IN EAST
Mitchell Fitzer. pioneer exhibitor of
Syracuse, New York, has added another
playhouse to his chain with the opening
of the new Rivoli theatre. According to
Mr. Fitzer the Rivoli marks the first
step in a program mapped out by a group
of business men of Syracuse to establish
a chain of motion picture houses through-
out the eastern states. Arrangements, he
states, have been completed for the fin-
ancing of several of the houses in larye
eastern cities.
These houses will be similar to the
new Rivoli, which has a seati.ig capacity
of 1,342.
The Rivoli embraces the latest ideas
in theatre construction. Mr. Fitzer's
personal ideas, gained through long ex-
perience in the business have been car-
ried out in the building of the house.
Comfort has been the keynote in furnish-
ing the building and the general color
scheme and decorations give a dignified
luxurious impression.
Install M. & C. Organ
Organ music will be a feature of the
Rivoli, a $30,000 Marr & Colton concert
organ having been installed. Mr. Pad-
dock of Rochester will be at the manual.
FEATURE ORGAN MUSIC
Organ music will be used exclusively
at the new Capitol theatre, Pittsfield.
Mass., which was opened on April 28.
A three manual Marr & Colton concert
oru;an has been installed.
USE MINUSA SCREEN
A special Minusa gold fibre screen has
been installed at the Palace theatre, Lurf-
kin, Texas, as well as two of the latest
model projectors with C. E. incandescent
attachments.
82
EXHIBITORS HERALD
May 27, 1922
EXHIBITS FINE BUT VISITORS
FEW AT ACCESSORY DISPLAY
Handicapped by location and the fact
that intense interest in the convention
kept most of the exhibitor delegates at
the Washington hotel, the accessory
show in connection with the third an-
nual convention of the Motion Picture
Theatre Owners of America proved to be
a flat failure from an attendance stand-
point.
Despite the fact that it held dozens of
things of interest to the theatre owner,
there was scant attendance from the time
it opened Monday until it closed the
latter part of the week. Booth owners
were keenly disappointed.
Exhibits Are Impressive
To the fortunate few who did take the
trouble to go to the Coliseum, the time
spent was a good investment.
First National, Famous Players, Fox,
Hodkinson, Metro, Select, Universal
Vitagraph and Pathe had tasty booths
interspersing the accessory exhibits,
Lin Bonner of the home office was in
charge of the First National display,
which was designed and built by Bob
Dexter of the press sheet and poster
service.
Organ Firms Represented
Five theatre organ companies had dis-
plays. Dan Barton, himself, was in
charge of the Bartola booth. The Ar-
thur Jordan Piano company displayed
the Fotoplayer and the Link organ, each
having a booth of its own. W. W. Kim-
ball Company's display was in charge
of W. B. Milner, and A. K. Howell, Ru-
dolph Wurlitzer's display occupied one
of the central positions.
The Automatic Ticket Register Com-
pany, Enterprise Optical Company, Na-
tional Carbon Company, Precision Ma-
chine Company, Mills Novelty Company,
Fyre-Gard Manufacturing Company, Al-
lied Film Laboratories, American Lux
Products Corp., and the Lyradin Sales
and Engineering Company had well
manned booths, at which visitors were
given complete information.
Show New Sign
The Federal Electric Sign Company
attracted attention by displaying its new
attraction board, which is said to greatly
shorten the time required to change let-
ters and does away with lamp breakage.
E. M. Clark of Baltimore was in charge
of the display.
Fred A. Wright, in charge of the
Spencer Turbine Company display of
vacuum cleaners and the orgobla, had
an interesting display of turbine fans
which permitted an extensive demon-
stration of both products.
The Mov-Ezy chair exhibit, in which
their were fourteen theatre chairs, at-
tracted attention. L. C. Toole and H.
Danelson were in charge. In addition
to several other advantages, the chairs
turn on a pivot to permit free passage
to and from the aisle.
Many of the features of show which
are of special interest will be discussed
in coming issues of the Herald.
EQUIPMENT
INQUIRIES
Knl'IPM EXT EDITOR,
Exhibitor's Herald,
Dear Sir:
I wish to ask you for a litle informa-
tion. In a rough estimate in round thou-
sands, what can I build a theatre build-
ing on a lot 48 feet wide by 100 feet deep,
with a large stage in rear for road shows
and dressing rooms below. Just a plain
floor sloping, and gallery, made of hol-
low tile with a good roof. No front is
needed as theatre goes in rear of a
double store which we want to divide
and run into two parts and run the lobby
in the middle. I know the cost of the
machines, etc., and I want just the build-
ing. It would be finished very plain in-
side. We want a gallery simply large
enough so entire house will seat 700.
Yours truly,
GEO. C. STARKEY,
Watkins, N. Y.
Reply:
We estimate that if you will allot a
space 48 feet wide by 100 feet deep to an
TYPHOON COOLING SYSTEM
TYPHOON FAN CO. 345W.39-ST *»» NEW YORK
auditorium with a stage that you will be
able to provide for 400 seats on the main
floor and 300 seats in the balcony, giv-
ing you a 24-foot stage. The main floor
auditorium would be built in two sec-
tions giving you a 5-foot aisle in the cen-
ter and two 3-foot aisles. This arrange-
ment will allow you a 7-foot orchestra
pit and an 8-foot foyer.
We believe that in ordinary construc-
tion a structure to house such an audi-
torium would cost you approximately
$65,000. This estimate includes the heat-
ing, plumbing, electric wiring and plas-
tering but does not allow anything for
scenery, seating, lighting fixtures, pro-
jection machines or other special theatre
equipment. This estimate is approxi-
mate and in our opinion very safe. —
H. E. H.
Scott Now With Holmes
Walter K. Scott, formerly associated
with Lyman Howe Laboratories, has joined
the Burton Holmes forces, with head-
quarters at the finely equipped laboratory
of the organization in Chicago.
CLASSIFIED
Five Cents per Word Payable
in Advance, Minimum Charge,
$1.00
ORGANIST AVAILABLE
POSITION WANTED— Organist desires change
of location. Progressive musician, pictures cued
perfectly, splendid library. Good organ, salary,
permanent position essential. At liberty on two
weeks' notice. Address Organist, Exhibitors
Herald, 417 South Dearborn St., Chicago, 111.
EQUIPMENT FOR SALE
FOR SALE — Going out of business. Will sell
almost new Hope Jones pipe organ, three new
Motiographs, 400 chairs, and everything to fur-
nish new treatre. Bijou Dream, 114 South State
St., Chicago, 111.
FOR RENT
FOR RENT— Well equipped Theatre doing good
business. Fine surrounding country. Most ex-
cellent chance to start line of theatres in nearby
towns. Reasonable. Option. Mrs. W. H. Heifer,
Alice, Texas.
Used Fotoplayer
at a Bargain Price!
Remarkable opoortunity for motion picture theatrel
Fotoplayer in perfect condition; gives complete orches-
tral reproduction; played by hand or from double-
tracker player piano; provides excellent picture music
at minimum cost. Music continuous — no pauses for
rewinding — can be changed instantly to fit the scene.
A chance to make your music, as well as your films, a
source of steady profit! Terms, if desired. Satisfaction
Guaranteed. Write for full description.
A. C. Cox, 717 Tribune BIdg., Chicago
iJr ATiKlr-
1
HEATING
v/ENTIL/\TIN<3
Let the theatre
I ventilation
specialists
tell vou how —
71 North 6th Street
Brooklyn, N. Y.
An outstanding reason for the pre-eminent
popularity of the HERALD with the cre-
ators of motion pictures — directors, play-
ers and writers — is the department,
"What the Picture Did for Me," which
affords the one indisputable record of box
office performance.
May 27, 1922 EXHIBITORS HERALD 83
The roundness and depth of the positive
image — its stereoscopic effect, depend
upon the gradation quality of the film — its
ability to reproduce a long scale of tones.
•
EASTMAN
POSITIVE FILM
Has this reproductive quality — and in
addition, uniformity, latitude in exposure
and exceptional fineness of grain. It
carries quality through to the screen.
Eastman Film, both regular and tinted base, is
identifiable throughout its entire length by the
words "Eastman" "Kodak" stenciled in the
film margin.
EASTMAN KODAK COMPANY
ROCHESTER, N. Y.
84
EXHIBITORS HERALD
May 27, 1922
Music That Brings 'Em Back
CTht
""TO convert the transient to regu-
lar patronage, is the objective of
every successful exhibitor. Recollections of
delightfully appropriate pipe-organ and or-
chestra music usually outlive the effect of
the film.
The reputation your house has for music
is the big factor no exhibitor can well ignore.
So that any house, small as well as large,
may offer pipe organ and orchestra selections
without increasing costs, the Cremona The-
atre-Organ has been developed. The story
of its remarkably profitable performances may
be found in scores of houses throughout the
country.
The Cremona is played by hand, by 88
note player roll or 134 note orchestrated roll.
Instant changes to follow cues are possible.
A purchase plan of unusual interest should
enable every Cremona installed to practically
pay for itself. Write for details.
The Marquette Piano Co.
Chicago, U. S. A
tEfjeatre (fi^rgan
FREE FILM STORAGE
American Film Company will store your films without cost to you. Write for
full particulars.
Better Prints — Low Cost
An organization of experts carefully bring out the very best results from your
negatives Our running capacity of one million feet weekly is a tremendous
endorsement of American "quality" prints.
Quantity production and long experience enable us to do better work at no
greater cost. May we prove this to you ? On your very next order !
Developing
Printing
Tinting
Toning
Editing
Titling
Ordinary film reduced to American Stand-
ard Safety Size.
(Absolutely fire-proof film passed by all fire
underwriters.)
Laboratory Capacity One Million Feel Per Week
AMERICAN FILM CO., Inc.
Laboratories
6227 Broadway, Chicago, III.
and
London, England
SAMUEL S. HUTCHINSON, Pre..
American 10 Points
QUALITY. Print, known for bril-
liancy and clearness. Expert staff
trained by years of experience, as-
sures highest quality prints obtainable.
REPUTATION. Gained in 10 years
of experience.
RESPONSIBILITY. A concern of
strong financial standing.
LOCATION. In the proper geo-
graphical location, assuring quick
delivery anywhere.
EQUIPMENT. All of the most
modern obiainable.
CLEANLINESS. Within two blocks
of Lake Michigan. Away from dirt
and dust.
SAFETY. Plant approved by both
city of Chicago and Board of Fire
Underwriters.
PROMPTNESS. Accustomed to
serve exacting requirements.
PRICES. Reasonable and com-
petitive.
GUARANTEES. Write for our
unique guarantee of quality work.
Theatres
Providing Comfort for Fans Is
an Asset. Exhibitors Know
This. Palaces Are Going Up.
Only the Latest Equip-
ment Is Being Installed
New Projects
Washington, D. C. — A new motion pic-
ture theatre, it is reported, will be erected
on the site of the old Knickerbocker
where nearly 100 persons lost their lives
when the roof collapsed some months
ago. Harry M. Crandall, who was part
owner of the original theatre has pur-
chased the property at auction.
*
W. Palm Beach, Fla.— Plans for a
1,000-seat theatre to be erected this sum-
mer have been prepared hy architect W.
Mauley King tor Nichols-Williams Com-
pany.
*
Portland, Ore.— C. P. Barrett will build
a motion picture theatre to cost $22,000,
with a seating capacity of 500 at East
28th and Ankeny streets. Plans have
been prepared by Houghtaling and
Dougan.
*
San Francisco, Cal. — Alexander E.
Levin will build an 800-seat motion pic-
ture house in the Westwood Park dis-
trict.
*
Los Angeles, Cal. — Malloy & Spauld-
ing are erecting a motion picture theatre
at Commercial and Queen streets from
plans prepared by Architect Carl Boiler.
*
Kansas City, Kan. — Construction of a
$.■520,000 theatre has been started by A. F.
Baker, manager of the Electric theatre,
542 Minnesota avenue, on the site of the
present Electric.
Roy, New Mexico. — The Foster build-
ing here is being converted into a mo-
tion picture house by S. E. Paxton and
Mickey Flocrsheim.
*
Waycross, Ga. — A 1.500-seat theatre is
planned by Waycross Amusement Com-
pany of which Frank Adams is manager.
Long Island, N. Y. — Robert D. John,
56 W. 45th street has prepared plans for
a $100,000 picture house for Joseph
Kneer, 388 Broadway.
*
Cobleskill, N. Y. — A two-story theatre
will be built by J. J. Stacey on Main
street to cost $45,000. L. R. Nichols. 125
Broadway, Schenectady, is the architect.
To THE INDEPENDENT
PRODUCER
If YOU wnnt to reach the DISTRIBUTOR,
the EXHIBITOR, and the PUBLIC with
ONE HUNDRED PERCENT SURE-FIRE
CERTAINTY, our PUBLICITY and EX-
PLOITATION plan will ASSURE RESULTS.
Our SERVICE covers trade journals, "fan"
publications, newspapers, daily, Sunday and
rotogravure sections, syndicates, advertising
tie-ups. etc., etc. We prepare all copy to bring
your production before the EXHIBITOR and
the PUBLIC. In addition, we will arrange
the marketing of your picture.
Addrt,, PUBLICITY RESULTS
Box 10 Exhibitors Herald
1476 Broadway - New York City
Mav 27. 1922
EXHIBITORS HERALD
85
"Where-Can-I-Buy-It" Section
A one-inch advertisement costs S3.75 per insertion for a minimum of four insertions. At option of advertiser copy may
be changed after every fourth insertion. Check, money-order or cash must accompany order.
Fl LCO-SCHAFFER SALES CO.
24 E. 8th St. 3301 Olive St.
Chicago St. Louis
Distributors Powers Projectors
Equipment Supplies and Accessories
TAILORED CHAIR COVERS
Lend Beauty and Personality to your Theatre
Perspiration and Dust Proof —
Can be cleaned without removing
Largest assortment in V. S. — Sominal cost — Send for samples
14 E. Jackson DUBLTEX Chicago.
Boulerard Paul Bush. Mgr. Illinois
The Sensation of the Season
L. CASE RUSSELL'S
TEN NIGHTS IN A BARROOM"
with JOHN LOWELL
Distributed in Indiana and Northern Illinois by
PROGRESS PICTURES CO.
»8 So. Wabash CHICAGO. ILL.
EXHIBITORS
SUPPLY SIGN /._ EXCHANGE
\c who has something to sell and
goes and whispers it down u well,
is not so apt to catch the dollars as he
who climbs a tree and hollers,
ys specialism showingyou the most econom-
ical way of selling your wares thru advertising
SAM GOLD ADVERT/SING CO
73b S Wabash Ave. Tel. Har. 4217 Chicago
Special
Children's Malinee Subjects
make it a day of profit
SEND FOR LIST
The Lea-Bel Co.
804-806 S. Wabash Ave., Chicago
G. E. MAZDA
EQUIPMENT
Authorized Distributors
Full Particulars Furnished
Complete Theatre Equipment
MONARCH THEATRE SUPPLY CO.
724 So. Wabash Ave. 228 Union Ave.
CHICAGO. ILL. MEMPHIS, TENN.
PHOTOGRAVURE
FOR ADVERTISING
Beautiful — Dignified — Compelling
WESTERN PHOTOGRAVURE CO.
1821 Berteau Ave., CHICAGO L V. 0825
AUIEK
MfilittB
INCORPORATED
STUDIOS
1717-1729 N WEILS ST.
CHICAGO
Modern,? Equi[
Stages in Middle West—
Hundreds of Sets — Su-
perlative Lighting Facili-
ties — Laboratories in
Con junction. Write or
uirejor Special Rates
WHAT DOES
the HERALD
SAY?
If You Want,
What You Want,
Immediately,
And you do not find it listed in this section, just
write or phone the Herald and we shall have the
proper concerns which handle what you want,
communicate with you immediately.
New York Phone Chicago Phone Los Angeles Phone
Bryant 1368 Harrison 9248 660-10
CHICAGO TRADE EVENTS
Observe Inaugural
Of New Executives
Sixty Universar*Em'ployes
Hold Rousing Meeting
at La Salle Hotel
Between fifty and sixty Universal em-
ployes gathered in the East Room of the
La Salle hotel on Saturday night, and
celebrated in fitting style the inaugura-
tion of new officers of the local exchange
and listened to speeches of officers, sales-
men and bookers.
Arranged by Stern
The affair was arranged by Herman
Stern, district manager, who has assumed
entire charge of the sales forces in the
Chicago exchange. He is being assisted
by L. W. Alexander, who has the title of
associate sales manager. Other appoint-
ments which took effect last week are:
J. J. Sampson, promoted from sales-
man to the position of Short products
sales manager, succeeding Mr. Alexander,
and F. O. Nielsen made Feature sales
manager.
Leserman to Rest
The banquet was attended by the en-
tire sales staff and heads of all depart-
ments. Mr. Stern stated the reorganiza-
tion was brought about through a deter-
mination to increase not only the effi-
ciency of the sales organization, but of
every department in the exchange. In
the reorganization I. Leserman, for
many years in charge of the exchange,
will be relieved of part of the heavy bur-
den that he has been compelled to carry.
Mr. Leserman has been in poor health
for several months and intends to take
a much needed vacation.
Ralph O. Proctor acted as toastmaster
and the following offered toasts and
short speeches: Herman Stern, I. L.
Leserman, Louis Laemmle, L. W. Alex-
ander, I. J. Sampson, F. O. Nielsen, W.
L. Hill, Walter Hyland, A. Platzman,
George Levine, Mrs. Phinney, L. Astra-
chan, W. Wendell, Ted Schlanger, C. L.
Casanave, S. Decker, R. W. Funk, J. P.
Denton. H. Weiss, Henry Igel, J. Col-
lins, H. Mortenson, H. Filesmith, Carl
Leserman, J. L. Smith. B. Eisenberg, and
J. R. Murray of P'xhibitors Herald. An
unusually delectable dinner was served
which was followed by dancing and
music.
Linick in New York
Adolph Linick of Jones, Linick &
Schaefcr has been a visitor in New York
RETIRING SHOWMAN— Sig Faller,
who has managed the Bijou Dream on
State street for Jones, Linick &
Schaefer for several years, and one of
the best known showmen in the West,
will retire on his J. L. & S. stock with
the closing of the theatre next month.
The Bijou Dream is to be converted
into a drug store. Mr. Faller owned
the first picture show on State street
and has been doing business at the
same place for twenty years.
Irving Mack Company
Makes New Price Cut
On Filmack Trailers
Irving Mack & Company, distributors
of Filmack Trailers, announces a new
special price on production trailers of six
cents a foot.
The new system of selling and rent-
ing trailers, which has been inaugurated,
it is stated, makes possible the furnish-
ing of the trailers at the new price.
Filmack Trailers, which consist of
scenes and reading matter, come beauti-
fully tinted and enhanced by appropri-
ate borders.
To Aid Hospital Benefit
Marguerite Marsh, who has been ap-
pearing at the Jones, Linick & Schaefer
theatres has received word that her sis-
ter, Mae Marsh, is coming to Chicago
to be present at the American Theatrical
Hospital Benefit, on May 21.
D 0 0 0
J.E.WILLIS
R
FOCRAFT
0 0 0 0 1
o
TRAIL E
RS
HERE'S GOOD NEWS!
J. E. Willis Filmcraft Trailers
and Cards have been re-
duced in price. Tinting Free.
Come in andaskus! —
Phone if you can't !
Phone Harrinon 2278
738 So. Wabash Ave., Chiccago
Hellman Gets Full
Reelcraft Control
New Exchange Headquarters
Established at 810
S. Wabash Ave.
Morris Hellman, who left Universal
several months ago to launch an ex-
change system of his own, has further
entrenched himself by buying out the
interests of Samuel Spitzer and J. Spit-
zer, and is now in sole control of the
Reelcraft Pictures. The transfer took
place last week.
Leases New Quarters
Mr. Hellman has also leased the old
quarters of Pioneer Pictures, 810 South
Wabash ave., and is moving into his new
offices on the street level this week.
Just fifteen years ago on May 17, he
started to work for Universal as an
errand boy.
David Hellman, Morris' brother, has
been made manager of the new exchange.
Exchanges have been established in In-
dianapolis and Milwaukee and Mr. Hell-
man proposes to further widen his scope
during the year.
Has New Features
He has secured for fall publication
several new features which include "The
Able Minded Lady," a six-reel production
starring Henry B. Walthall, "The Girl
From Rocky Point," a five part feature
and "The Forest King," a full length fea-
ture starring Ora Carew and Richard
Hall.
Rothacker Now Making
Hand Colored Prints
Watt erson R. Rothacker has completed
arrangements whereby hand colored film
prints may now be obtained from the
Chicago Rothacker laboratory.
Inspirational Pictures, Inc., was one of
the first producers to take advantage of
this service. Duncan Mansfield, art di-
rector, came to Chicago in connection'
with hand coloring on scenes in "Sonny"'
a First National picture starring Richard
Barthelmess,
Book Talmadge Reissues
"The Safety Curtain," first of a series of
Norma Talmadge pictures recently revived
and being distributed through Kcnipson
Pictures, has been booked by Barbee's Loop
theatre, for the week May 14-20. Follow-
ing this run it will play the Castle theatre
on State street, lot' a week. Miss Tal
madge is supported by Eugene O'Brien.
O'Brien on Personal Tour
Eugene O'Brien, whose most recen
pictures are being shown throughout tin
country under the Selznick trademark-
has been making personal appearance
in connection with his pictures.
May 27, 1922
EXHIBITORS HERALD
87
! CHICAGO PERSONALITIES j
Another exhibitorial duo is recorded in
the recent announcement of Sol Fichten-
berg, the State street veteran showfan and
Max Schwartz sales representative for the
local Vitagraph exchange, taking over the
big Albany park theatre. The house will be
entirely redecorated giving its northwest-
side following one of the prettiest 1,000
seaters in this district.
* * *
Have you all seen Dave Balaban of the
Riviera theatre in his new Stutz coupe?
No wonder Henri Ellman is in the market
for a pair of crutches. Must be tough hik-
ing these balmy Spring days, eh, Henri?
» * *
Archie Spencer of the local R-C Pictures
was spied the other evening making his first
sales call about 6.30 p. m. Marvelous, say
we! ! The li'l ol' 'phone must have been out
of order.
* * *
The way big Bill YVeinshenker of the
Greiver Productions has been speeding
about the city signing the boys up for dates
on their novelty offering, the expose of saw-
ing a woman in two, would lead one to sus-
pect he has missed about two houses out of
the entire flock.
* * *
With his beefsteak, hardware, and gener-
al household furnishing nights, we'll say
manager M. O. Wells, of the Garden the-
atre is giving his patrons everything but
the chairs.
* * *
One of our society scribes lets us in on
the big Northshore flare. 'Tis said Lester
Retchen of the Howard theatre has taken
palatial apartments on. the ultra East Lake
Terrace section. Its sure strange how those
erstwhile Westsiders burn it up, when they
get inhaling that ozone from off the Lake.
'Spose Less will be ordering the spats and
: cane right soon now !
* * *
Last week during a lull in the sales drive
at the local Metro exchange Frank P. Ish-
mael was spied dashing to his tailor to
survey 'some' of his new Spring raiment.
The new vest should prove a winner when
completed and ready for wear, if Pluvius
will only stay hidden while Frank is calling
on the exhibitors.
* * *
Pali. Bush is back again in our midst
all wreathed in smiles. Just received his
new appointment as manager for the Kemp-
son Pictures, here and Cincinnati. Of
course Paul will spend considerable time
here, that's to be expected.
* * *
Between putting out radio outfits and de
luxe features, Max Levey of the Exclusive
Pictures exchange ought to swell the ex-
chequer to a considerable pile.
* * *
■ Earnest Van Pelt, field manager of
Sacred Films, is back again on the local
Row, after considerable traveling about the
West and Central Western points.
* * *
Jack Willis with the excitement of mov-
ing into his new offices at 738 South Wabash
ivenue and entertaining his dear 'ol
Daddy," has been some busy 'youngster
nmself. Suppose he bought that new
omb and brush, so as to doll up and look
>retty, now that his suite faces on cinema
'oulevard.
* * *
Looks like Tom Mitchell has forsaken
■By Mac-
his big sedan for keeps. The popular vet-
eran of the Progress Pictures is now con-
suming the S. O. juice in a brand new
motor offering termed a "Rolls Worse." It
is something of a special creation turned
out by the Chevrolet organization.
* * *
That was quite a jolt the boys along the
Row were handed, when we learned that
our dear ol' pal, Bob Lucas, manager for
Harry Gramps enterprises was stricken with
a severe attack of appendicitis and rushed
to St. Bernard's hospital last Thursday,
May 11. Latest reports are, he is doing
nicely — so here's hoping he is back at his
desk in the Consumers building at the earl-
iest possible date.
* * *
With the way the boys are up in the
money at the local Goldwyn exchange,
guess manager Harry Lorch has no trouble
these days effecting the smiling counten-
ance. The first to land three weeks ago
was H. Rittenhouse taking one hundred for
the greatest amount of new business, fol-
lowed the next week with, M. Delano,
booker landing a fifty case note for the
largest bookings handled and last and we
hope not final, H. E. Schottmueller takes a
'century' for the largest number of play
dates gleaned. N'ext ! ! !
* * *
Jacob Cooper of the Twentieth Century
theatre was taken to the Michael Reese
hospital last Saturday, May 6, suffering a
mild attack of his former illness. Looks like
a speedy recovery for the hardy ol' exhibo.
* * *
Joe Campbell of the Strand theatre,
Brookfield, 111., is sending Mrs. C. and the
twelve-year-old daughter westward to sun-
ny California next month. Here's hoping
the charming Miss Campbell scores on her
initial bow before the camera under the ex-
quisite direction of the masterful director
-Marshall Neilan.
Latest reports from Milwaukee are sure
boosting Joe Hickey's popularity with the
Goldwyn office. Joe is bowling 'em over
with such effective results, that the Milwau-
kee exhibitors page him at his hotel at four
bell s in the morn for a handout on one
sheet.
* * *
Irving Mandel, manager Security Pic-
tures has joined up with a class of sprint-
EXHIBITORS
from all parts of the country
are coming to us for SPECIAL
Our Price
on Produc-
tion Trailers
is Only
a Foot Ask us
About It!
ANNOUNCEMENT AND PRODUCTION
TRAILERS
the reason is simple
We not only make good trailers but we
make good our service and quality promises.
24 hour service Trailers with and
without scenes. TINTING FREE
IRVING MACK & CO.
808 S. WABASH, CHICAGO
Producers of FILMACK TRAILERS
HERMAN STERN, District Manager
for Universal and now head of the Chi-
cago exchange sales forces.
crs for avoirdupois reduction. The boys
are now enjoying the one hundred yard
dash event. The stop-watch gives Irv credit
for the edge on this frolic for two minutes
flat for the entire distance.
* * *
Two recent additions to the local Gold-
wyn sales organization are, H. E. Boswell
formerly of the R-C Pictures and "Andy"
Andrews of First National, both traveling
the Illinois territory.
* * *
Frank Zambreno, president of the Pro-
gress Pictures and Unity Photoplay ex-
change has forsaken the old Westside for
the alluring shoreline of grand ol' Lake
Michigan and is now a full fledged resident
of North Edge water and a twenty-fifth
ward voter.
* * *
That was some march and wasn't the
bride cute was what the N. Y. radio in-
formed us last Sunday, May 14, about 4
o'clock p. m. But wait and see for your-
selves— be at the Lake Shore May 21, when
they arrive on the Century. We refer to
Frank Drumm, office manager of the local
Hodkinson exchange, and the charming
diminutive bride, the former Miss Dorothy
Michaels of Gotham. 'Aint love grand?'
* * *
Some people have all the luck. There's
Ralph Kettering for instance, the J. L.
& S. publicist. Last Friday he boarded the
private car of a friend and took a little
jaunt down to Louisville, Ky., where he fol-
lowed the ponies for a day at the big Derby
and then spent Sunday at West Baden.
"Sawing Lady in Half"
At Two Loop Theatres
The film expose of "Sawing a Lady
in Half" which Greiver Productions is
handling for Illinois and Indiana played
a simultaneous run at the Randolph and
Rialto theatres of Jones, Linick &
Schaefer.
"Young America," Essanay Film
manufacturing Company's first inde-
pendent offering also being handled by
Greiver has been booked for a run at
Barbee's Loop theatre starting May 28.
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmes.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
Minter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), six
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels. i( .
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels.
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Fairo
Binnev. , „, .
God's Country and the Law, six reels, Gladys
Leslie. . , .
Love, Hate and a Woman, six reels, Grace Davison.
A Yankee Go Getter, five reels, Neva Gerber.
Dangerous Paths, five reels. Neva Gerber.
Price of Youth, five reels, Neva Gerber.
Ten Nights in a Bar Room, eight reels, John
Lowell.
The Innocent Cheat, six reels, Roy Stewart.
Chain Lightning, five reels, Ann Little.
A Motion to Adjourn, six reels, Roy Stewart and
Marjorie Daw.
Back to Yellow Jacket, six reels, Roy Stewart and
Kathleen Kirkham.
The Broken Silence, six reels, Zena Keefe.
The Splendid Lie, six reels, Grace Davison.
The Double-O, five reels, Jack Hoxie.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed th'tuak Pnthr Exchanges
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels. ... ,
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Upl (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
Silas Marner, seven reels, All-Star.
The Real Adventure, five reels. Florence Vidor.
When the Devil Drives, five reels, Leah Baird.
Oct.
Oct.
Nov
Nov
Dec
Jan.
Feb.
Apr.
Apr.
Apr.
May
PLAYGOERS PICTURES, INC.
9— Across the Divide, six reels.
23— Tropical Love, five reels.
13— Father Tom, five reels.
20— Anne of Little Smoky, five reels.
4— The Ruse of the Rattler, five reels.
15— Reckless Chances, five reels.
2(5— Hills of Missing Men, six reels.
2 — Sunshine Harbor, six reels.
16 — A Pasteboard Crown, six reels.
23 — Lonesome Corners, five reels.
7 — Tracks, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Crowing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels.
Oanrerous Love, five reels.
Captivating Mary Carstairs. five reel (Norma
Talmadge re-isue.)
The Heart ef the North, five reels, Roy Stewart.
Life's Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
ball Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels,
Cullen Landis.
What No Man Knows, Clara Kimball Young.
The Worldly Madonna, Clara Kimball Young.
FAMOUS PLAYERS-LASKY
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels — Realart), 4,748
feet
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet
The World's Champion (Wallace Reid), 5,030 feet
The Mistress of the World (Special — Chapter 2),
5,275 feet
Her Husband's Trademark (Gloria Swanson),
5,100 feet
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
The Heart Specialist (Mary Miles Minter — Real-
art), 5,000 feet. „ .
Beauty's Worth ( Marion Davies — Cosmopolitan).
The Mistress of the World (Chapter 4), 3,825
The Green Temptation (Betty Compson), 6165
feet.
Through a Glass Window (May McAvoy), 4,490
feet. ,
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton), 4.698 feet.
The Sleepwalker (Constance Binney), 4.530 feet.
Bought and Paid For (Wm. DeMille-Ayres-Holt),
5,600 feet.
The Devil's Pawn (Pola Negri), 4,712 feet.
The Crimson Challenge (Dorothy Dalton). 4,942
feet.
The Truthful Liar (Wanda Hawley), 5.243 feet
The Spanish Jade (Robertson Prod.), 5111 feet.
Is Matrimony a Failure? (All-Star). 5.612 feet.
The Good Provider (Cosmopolitan), 77.">3 feet.
Biyond the Rocks (Gloria Swanson). 6740 feet.
The Wife Trap (U. F. A. Prod.), 5207 feet.
The Beautv Shop (Cosmopolitan Prod.), 653(1 feet.
North of Rio Grande (Holt-Daniels), 4770 feet.
The Man from Home (Geo. Fitzmaurice), 6895
feet.
The Ordeal (Agnes Ayres), 5000 feet.
The Bachelor Daddy (Thos. Meighan), 0229 feet.
FIDELITY PICTURES CO
The Married Virgin, six reels.
Frivolous Wives, six reels.
FIRST NATIONAL
Star Dust, with Hope Hampton.
ToPable David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod.).
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.). ,
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
Ix>ve's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Pro.).
Kindred of the Dust (R A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The n»rn«tormer. with Charles Ray.
Red Hot Romance, six reels (Emerson-Loos).
Penrod, eight reels, Wesley Barry.
The Cave Girl, five reels.
The Lotus Eater, seven reels, John Barrymore.
Caberia, nine reels, Special.
My Boy, five reels, Jackie Coogan.
The Seventh Day, six reels, Richard Barthelmess.
A Question of Honor, six reels, Anita Stewart.
Gas. Oil and Water, five reels, Charles Ray.
Smilin' Through, eight reels, Norma Talmadge.
The Infidel, six reels, Katherine MacDonald.
The Woman He Married, seven reels, Anita
Stewart.
FEDERATED FILM EXCHANGES
The Servant in the House, five reels, with ».
star cast.
Dangerous Toys, seven reels, with all-star cut
Heidi of the Alps, Prizma.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Comrt, eigat
reels.
Thunderclap, seven reels.
Shame, 8,200 feet
Perjury, 7,400 feet
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARNUH SERIBI
Hi* Greatest Sacrifice, six reels.
A Stage Romance, 6,416 feet
PEARL WHITE SERIBI
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SER1H1S
Ridin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERIBI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIBI
Ever Since Eve, five reels.
Qneenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUSTIN FARNUM SERIES
The Primal Law, five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o' Dawn, 4,178 feet.
SMrTK r-mivTI'HV RBlNn
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy-Walker).
Whatever She Wants. (Eileen Percy).
Smiles Are Trump (Maurice Flynn), five reels.
Extral Extral (Walker- Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Winds**.
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell SUr
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Bear, Boy and Dog, two reels.
Puppy Days, SS9 feet
Robinson Crusoe Hours. 666 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest.
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
Ace of Hearts, seven reels.
Dollar Devils.
GOLDWYN PICTURES CORP.
For Those We Love, six reels.
Invisible Power, seven reels.
Bitter Business Here," Says Zukor — Page 23
AN ALL-STAR CAST featuring
HOUSE PETERS
IN
aft
Mi
from Geo.broadhursls production of Lang-
don McCbrmfckir broadvay oration.
Cast includes: Matt Moore, Virginia
WU and Josef Swickard. Directed
by Re^ftuld Barker.
UNIVERSAL
JEWEL
AND AN ALL STAR CAST ,n
7M
made from Oias.T Dazeys vTtie
Suburbdu' otic of the greatest successes
in the lifetory of 1k tkatte. Pttocted byKxtig
fta#5bt. Cast includes Lillian Rick, Emmett
Ktti^XbnelMttoe^alter McGrail andottiers
UNIVERSAL — JEWEL
To be presentd
PRIS C I LLA
DEAN
m a ma^nifteut picturizattotic
Ouida's" vorU-famous novel wttjj
superb cast kaded by (jas Ktrkwad.
Directed by Tod Browning.
When*
UNIVERSAL — JEWEL
HOUSE peter;
AND AN ALL-STAR CAST /a/
Hal Beidfe fatuous stage play wk
into a superb draraaby Yiv@ fia£u
Cast includes: Edftb Hallor, Rudl
Simpsou;Geo.Hackatkorue, Mar)'
Ptittbm .Gertrude Clalte aidcfe
UN IVERSAL — U EWEI
: CARL LAEMMLE
Wf DESMOND
THE HERO OFA MILLION BOYS
% a ckpter play of daring adventure
and stupendous thrills m the laud of
xx and snow- Alaska ! The first
chapter play of Alaska ever mdc.
Directed by Retry VetoT and Jay Matrix tit
UNIVERSAL CHAPTER-PLAY
PRISCILLA
DEAN
"tfymost dynamic personality on the
FlAMEefUFE
Deeted by Hoban Henley
UNIVERSAL - JEWEL
II
ART ACORD
the Qteatest chapter-play ever
produced- actf onthrills, adventure,
made into a continued feature that
vill make history at box offices.
™ directed by Edv. Laemmle
U N I VERSAL CHAPTER - PLAY
FIRST AGAIN !
Carl LaemmlcaQdiupoiritsflievay
to bi$jer aud tetter profits*. Here
fe a surc lire knockout chapter-play
based on the most popular tiling
on earth- Radio ! Get ready - -
and get busy !
UNIVERSAL CHAPTER- PLAY
^IDOR
b Her Second Starring Production^
Adventure*
hnry Kitchell Webster's Famous Move!....
To say "The Real Adventure" is a
superb Florence Victor attraction
implies its woAhV It's a story of a
wife who had to quit her luxurious
home and win success in the world
before the husband would accept
her as a real pal instead of a pretty
pet. * :
Few productons rival its realism
and mighty few can touch it as a^y
vivid picture of actual life.
Exhibitors, itV not a ■ jpe'stion
HOW, it's a matter of "WHEN.
Associated Exhibitors
■"ARTHUR S. KANE PMSnfMts
i
\ r
6
EXHIBITORS HERALD
June 3, 1922
Why I Show
Cparamount pictures
By JACK CAIRNS
Brooklyn Theatre, Detroit, Michigan
I DON'T care who makes the pictures or distributes them,
it is what the pictures really are that concerns me. I am
concerned about pictures because my public is very much
concerned; in fact, they keep after me everlastingly if some
picture falls below the standard we have set at our theatre.
I have always found Paramount a good, steady, consistent
factor in building business up to where it should be and my
patrons know the product thoroughly, and consequently I need
spend very little in announcing the coming of a Paramount
picture. This saves the exhibitor a great deal if he ever real-
izes it. All of these films come to us nationally advertised,
and when our patrons see them billed in front of our theatre
it is not unusual to hear them remark: "Oh, yes, that is the
picture I read about in such and such a magazine."
Paramount directors are making rattling good pictures
now that present big box office possibilities, and the stars
seem to be striking a rapid pace. Most of them are all
staunch favorites with all classes of movie patrons.
There is a certain atmosphere about Paramount pictures
that seems to distinguish them from the rest of the field. To
me they appear to be all looked over carefully by one man
and made to conform in style to their predecessors. Titles
are always the same, and there is a vast amount of novelty
and unusual effects introduced from time to time.
I want Paramount Pictures for my theatres just as long
as I can get them. They are consistently fine pictures, have
money-making stars, are well advertised, and above all please
my patrons. I know because they tell me about it.
JACK CAIRNS.
^FAMOUS PIAVFRS I.VSKVC UWORATION
June 3, 1922
EXHIBITORS HERALD
7
Solving Your Summer Problem
THE exhibitor is now facing the most difficult problem of the year —
how to keep the people coming to his theatre during the spring
and summer months. This is the season when most people want to
spend their evenings out of doors, and it requires particularly strong
attractions to draw them to the theatres.
Consequently Paramount takes pride in presenting this list of releases
for May, June and July, confidently feeling that every picture listed
is a strong and certain box-office attraction, big in story, in direction
and in cast.
MAY
"THE BEAUTY SHOP"
with Raymond Hitchcock and an
all-star cast.
Created by Cosmopolitan
AGNES AYRES in
"The Ordeal"
W. Somerset Maugham's
original screen story.
first
GLORIA SWANSON in
Elinor Glyn's
"Beyond the Rocks"
A Sam Wood production, with
Rodolph Valentino.
"THE WIFE TRAP"
UFA Production
A great and stirring modern
drama.
A GEORGE FITZMAURICE
production
"The Man From Home" with
James Kirkwood and a great cast.
THOMAS MEIGHAN
in "The Bachelor Daddy"
The best picture he has ever
appeared in.
JACK HOLT AND BEBE DANIELS
in "North of the Rio Grande"
JUNE
A GEORGE MELFORD
Production
The Woman Who Walked Alone"
with Dorothy Dalton
WALLACE REID
in "Across the Continent"
The most thrilling Reid picture
yet.
"OVER THE BORDER"
with Betty Compson and Tom
Moore. A Penrhyn Stanlaws pro-
duction by Sir Gilbert Parker.
THOMAS MEIGHAN in
"Our Leading Citizen"
George Ade's first original
screen story.
POLA NEGRI
in "The Eyes of the Mummy'
with Emil Jannings
UFA Production
JULY
JACK HOLT in "THE GREATEST TRUTH" ETHEL CLAYTON in
"The Man Unconquerable" UFA Production "For the Defense"
A story of the South Seas, ideal A mighty spectacle of all the A mystery story of remarkable
for this star. ages. intensity.
MARY MILES MINTER AGNES AYRES in
in "South of Suva" "Borderland"
The strongest drama in which A powerful story dealing a topic
this star has ever appeared. on everyone' s tongue.
(paramount (pictures
ffl FAMOUS PLAYERS-LASKY CORPORATION fa
Moving <P^ure
Vol. xxii
June. 1922
"hot]
T00 MUCH MUSTARD
1 W f„.n the mown pic
T^/i often i'"- . . „:,h
«A»cute" n is growing even- and
Rut the pam 15 »' b roUnd.
The stomach n labasco. >m
The irotW * B They liave themes
i, is t>«is deathless . e. ine
jssa* =——'7
This is //ze editorial
page of "Photoplay*' for
June. It is being read
now by 4.000.000 per-
sons who are the nation's
staunchest motion pic-
ture "fans."
Only five pictures, by title, came into the
mind, of Mr. James R. Quirk, Photo-
play's vigorous editor, when he sought
to turn the spotlight on the clean, sincere,
wholesome big pictures of this period
that have even greater public appeal than
the soiled pictures with their flashy "sex
appeal."
There is unanimous national praise — sustained
by direct exhibitor box-office verification — for
the bigness of the International Film Service
Co. production >
S I S T E R S
featuring
Seena Owen, Gladys Leslie. Matt Moore
From the novel by Kathleen Norris
Directed by Capellani
We say: "Sisters" is one of the three big pictures
released on the world's screens in the past 12 months
JVmertcan
RELEASING CORPORATION
In CjiuiIii: ( jtiui'liaii Relrwung CnrpoiWinn, Limited l
1 4 !*
Isadore Bernstein presents
in
Ihe GREAT
ALONE
What a corrbination was brought about to give box-office strength to "The Great
Alone" — a grouping of factors who know how to make pictures.
MONROE SALISBURY, the Star: You remember "The Savage." "The Millionaire
Pirate:" "Hugon The Mighty:" "T^e Light of Victory:" "The Sleeping Lion;" "The
Barbarian." As 'Silent Duval' in ' The Great Alone" Salisbjry has the biggest of all
his great roles.
JACQUES JACCARD. The Director: A great action director. Remember "The
Great Air Robbery:" "Under Northern Lights:" "Liberty" and "The Red Glove."
chapter-plays: "If Only Jim:" "Honor Bound:" "Desert Love;" "The Terror" and
"The Fast Mail." "The Great Alone" is still bigger.
ISADORE BERNSTEIN. The Supervising Director: He supervised "Tarzan of the
Apes;" "The Romance Of Tarzan:' "Confession:" "Outside the Law" and scores of
others and now has a great Coast producing plant at his command.
And a cast backing up the great work of Salisbury that includes MARIA DRAGA;
a new find; WALTER LAW, a great villain; LAURA ANSON. Tom Meighan's
leading woman in "If You Believe It Its So: " GEORGE WAGGNER, the Youssef of
"The Sheik," and RICHARD CUMMINGS.
Premiere North American engagement:
Francisco, opening June 4.
Turner & Dahnken's TIVOLI Theatre, San
Maria. Draga-3he Heroine
A West Coast
Films Corp.
Production
Directed by
J a eg ues Jaccanf
ind. James Col well
RELEASING CORPORATION
in Canada: Canadian Releasing Corporation. Limited
1.
WalierQvx-Dh* VilliMi
10
EXHIBITORS HERALD
June 3, 1922
|iiiniiiiiu:iMiMMi«iun!MnmiwiM
ANNOUNCEMENT: |
The Annual Studio I
and Anniversary Number |
" —of— I
EXHIBITORS HERALD
will be issued under
date of June 24th
HIS number will afford
; Exhibitors the equiv-
' alent of a personal
tour of the Studios of America
and will be an issue of absorb-
ing interest to entire industry.
ADVERTISING FORMS CLOSE:
CHICAGO: NEW YORK: LOS ANGELES:
Monday, June 12 Saturday, June 10 Thursday, June 8
■IWjMIIIIMHMHMIMHfflM MIM miBIWHIIIUttlWMIHIHmUWBHaillUUUWMWmnWIimiBtl imiHIIIIIIIHltlHinilUHHfllimilllinilinilimillHIHIIirilWlllltnt I llillffllllllimillllllllH I iiiiliililllllllllilllllllllMfc^
'"Hficturss
Distributed by Select
LEWIS J. SELZNICK
presents
fN/1
S tearing
Directed by Henry Lehrman
DEFINITELY ESTABLISHED IN THE MILLION
DOLLAR CLASS. ALREADY BOOKED BY
Criterion,
New York.
Century,
Baltimore.
Oly mpia.
Boston.
Hippodrome,
Buffalo.
Rialto,
Omaha.
Palace,
Washington.
Gutterson's
New Broadway,
Los Angeles,
Randolph,
Chicago.
Grand,
Pittsburgh.
Howard,
Atlanta.
Des Moines,
Des Moines.
Valentine,
Toledo.
Loew Theatres,
New York.
Walnut,
Cincinnati.
Liberty,
Kansas City.
Alamo,
Louisville.
State,
Cleveland.
Broadway,
Richmond.
Garrick,
Wilmington.
Victory,
Providence.
State,
Jersey City.
Branford,
Newark.
Broadway,
Charlotte.
June 3, 1922 EXHIBITORS HERALD
12
EXHIBITORS HERALD
June 3, 1922
"HIGH STAKES" lives up to its name as a
BOX-OFFICE ATTRACTION!
"Everything one can look for in a high-class Production,"
says George Kreer of the Ambassador Theatre, Los Angeles.
CLASS OF SERVICE ! SYMBOL
Telegram
Day Letter
Night Message
Night Letter
Blue
Nlte
N L
It none of these three symbols
appears after the check (number ol
words) this Is a telegram. Other-
•viseits character is indicated by the
aymbol appearing after the check.
WESTEJIM UNION
AM
NEWCOMB CARLTON, PRESIDENT
GEORGE W. E. ATKINS, FIRST VICE-PRESIDENT
CLASS OF SERVICE SYMBOL
Telegram
Day letter
Night Message
Night Letter
Blue
Nrte
N L
If none, of these three symbols
appears alter the check (number of
words) this is a telegram. Other-
wise its character is indicated by the
symbol appearing alter the check.
RECEIVED AT
A47GS NL 4 """XTRA 1/70
*4y 19
AM
C4
19 22 MAY 19 AM 6 I
'A
IN
PREPARATION
"Crimson Gold"
"Flaming Hearts"
"Wolf Man"
"Danger Ahead"
"Red Courage"
v v
m
FY LOS ANGELES CALIF 1!
FRANKLYN E BACKER
EAST COAST PRODUCTIONS TIMES BLDG
NEW YORK NY
YOU MAY BE INTERESTED TO LEARN THAT I'
RECENTLY RAN A PREVIEW OF THE NEW
METROPOLITAN PRODUCTION HIGH STAKES
STOP THE PICTURE DREW A PACKED HOUSE
AT REGULAR PRICES AND MADE A TREMENDOU:
HIT. STOP. YOUR EXCHANGES AND EX-
HIBITORS CAN LOOK FORWARD TO A STRONi
BOX OFFICE ATTRACTION IN HIGH STAKES
STOP IT HAS A GOOD CAST BEAUTIFUL EX
TERIOR LOCATIONS WONDERFUL SETS EX- j
CELLENT PHOTOGRAPHY AND IN FACT
EVERYTHING ONE CAN LOOK FOR IN A HIGI
CLASS PRODUCTION STOP CONGRATULATION
ON HANDLING IT FOR DISTRIBUTION KINDES
REGARDS .
Signed GEORGE KREER,
AMBASSADOR THEATRE, LOS ANGELES
FRANKLYN E. BACKEI
presents
J. B.WARNER
in Earl Wayland Bowman's American Magazine story
"HIGH STAKES'
with an all-star cast including Elinor Fair, Les Bates,
Wilamae Carson, H. S. Karr and Robert Grey.
Produced by
METROPOLITAN PRODUCTIONS, Inc.
Released through
EAST COAST PRODUCTIONS, Inc.
TIMES BUILDING NEW YOR
Betty Compson th
Exhibitors will not question the
box-office value of Miss Compson
in her costliest production
MANY people believe that
each of us has lived on
earth before.
Here is an absorbing story of
reincarnation in which a
Broadway show girl learns
about her amazing pre-his toric
existence.
A production with vast set*
tings. A remarkable cast sup.
ports Miss Compson; Emory
Johnson, Doris Pawn, Gerald
Pring, Richard Rosson, Arthur
Delmore and Macey Harlam.
Betty
Compson
The cMiracle (jirl in
ALWAYS THE WOMAN
Hy tperley ^oore Sheehan directed by oArthur cHpsson
PERSONALLY PRODUCED BY BETTY COMPSON
A few window displays suggested by the stills
Modiste D<spljy
Mat Shop
Costumes
One More Strong Goldwyn Release!
14
EXHIBITORS HERALD
June 3, 1922
What will the press say about your
next picture?
DOES THE STORY MATCH YOUR COMPANY,
DIRECTOR, AND EQUIPMENT
rp
he
Journal
"iority on
lied that
pen to
export
^t they
films
lich h
he
( Continued from page 8 )
— a superbly capable company, whose charac-
terizations mark another triumph of the pro-
ducer's directing staff ; photography of rare
beauty and sub-titles unusually well done. The
story is commonplace and uninteresting. If
the picture succeeds it will be entirely due to
the perfection of the personnel and the ac-
cessories.
There are a good many phases of the
{ure industry that could be^ improy
ps thev will be
\va3
flow?
of color!
discriminij
fashioned
altars, bea
donna ar
jowl \vj
At
his
— From any motion picture review column
EVERY PRODUCER knows that a
qualified success is a shaky success
from the treasurer's point of view. And
in these days of fine companies, able di-
recting genius, and perfected mechan-
ical apparatus, the producer's chief
problem is screen stories.
More and more, as its unique useful-
ness to the industry is being realized,
the Palmer Photoplay Corporation is
solving the story problem of the pro-
ducers. On more than one occasion the
Corporation has saved the day for pro-
ducers.
Its outstanding service to the industry
is its policy of judging stories strictly
upon their merits for screen purposes.
No story will be submitted to you by
the Palmer Photoplay Corporation until
it has passed the test of expert judg-
ment upon its dramatic force, its appeal
to public taste, the genuineness of its
action, and its adaptability for screen
translation.
You, the producer, have only to decide
whether you like the story and whether it will
fit your company and stars.
No other source of stories offers you quite
the same character of service. Nowhere else,
outside the scenario department of the studios,
is this expert appraisal service to be found.
From all parts of the world material is con-
stantly flowing into the Palmer offices. The
cream of the world's stories — originals, maga-
zine fiction, novels, stage plays — is at your dis-
posal at this convenient screen story clearing
house.
There is no cost to you for the service — the
author pays 10 per cent commission (never
any more, never any less). There is no obli-
gation incurred when you ask the Palmer
Photoplay Corporation to submit stories.
Will you let this organization of 100 willing
people help you?
PALMER PHOTOPLAY CORPORATION
I. W. HELLMAN BUILDING LOS ANGELES, CALIFORNIA
June 3. 1922
EXHIBITORS HERALD
13
You need Joig"
pictures to draw
the crowds. " The
Broken Silence"
is a big"pictu.re.
Audiences
want cool pictures
For hot days. The
snow stuff in this
production has
never been equalled
Exploitation
sells pictures.
Ask us about the
3x pi oitati on matep
al available For
/our use.
James Oliver Curwood says:
"The Broken Silence is one of the biggest dramatic
ideas I ever possessed."
I heartily agree with Mr. Curwood. So will you!
/RROW presents -
The greatest Curwood picture oF the year!
^Broken Silence
^James Oliver Garwood
Directed, by-
DELL UENDERSON
Produced by-
PINE: TREE PICTURES
INC
STARRING-
ZENA KEEFE
With-
J. BARNEY SHERRY
ROBERT ELLIOTT
GYPSY O'BRIEN
Screen Version fcy~
THOS.F.FAUON
AVAILABLE AT LEADING INDEPENDENT EXCHANGES
.RROW FILM CORPORATION-220 west 42^ street-new york
Distributon for United Kingdom
Inter-Ocean Photoplays, Ltd., 162 Wardour St., London
16
EXHIBITORS HERALD
June 3, 1922
A RI0T!=A KNOCK-OUT!
THAT LITTLE EXTRA EFFORT THAT BRINGS THEM IN!
BOOM YOUR MATINEES!
BUILD UP YOUR NIGHT BUSINESS!
MAKE YOUR QUIET NIGHT A
"VANITY GOLD"
NIGHT!
GIVE EACH PATRON A PACKAGE
OF THIS DELICIOUS CON-
FECTION. THE COST
IS NEGLIGIBLE IN
COMPARISON
TO THE RE-
TURNS
BEAUTIFUL
SLIDES, ONE
SHEETS AND
WINDOW CARDS
FURNISHED GRATIS
PER THOUSAND PACKAGE?
F. O. B. CHICAGO
Write or Wire for
Sample Carton of 10 Packages
NO CHARGE! GRATIS!
A DELICIOUS CONFECTION, EACH
PIECE INDIVIDUALLY WRAPPED IN Ki
BEAUTIFUL THREE COLOR BOX.
IF YOU DESIRE IMMEDIATE ACTION, WIRE FOI
SHIPMENT. IF SAME IS UNSATISFACTORY IN AN1
MANNER (YOU TO BE THE JUDGE) RETURN SHIPMENT T(
US AT OUR EXPENSE, FOR COMPLETE REFUND.
PACKED IN CARTONS OF 250 PACKAGES EACH. SHIPPEI
IN ANY MULTIPLE OF THAT AMOUNT.
Manufacturers of
Famous Frozen Sweets"—" Smiles an9 Kisses9
UNIVERSAL THEATRES CONCESSION COMPANY
26 and 28 North Franklin St.
CANADIAN FACTORY:
314 Noire Dame, West, MONTREAL, CANADA
CHICAGO, ILL.
EASTERN OFFICES:
1027 Gates Avenue, BROOKLYN, N£
^nthdny J.Jfydias
presents
ACK HOXIE
*
BARfrWIRE
Ready For Release
MAY 15th
DIRECTED BY
FRANK GRANDON
PHOTOGRAPHED BY
WILLIAM NOBLES
ART DIRECTION BY
DON MARQ HIX
The first release on the
new series of eight
WTHE STORY
BY
LAM LESTER
AND
!IN SAIS
Jack Hoxie is the best
bet in the independent
field today
PAUL HURST
One Jack Hoxie Five Reel
Western Feature Released
EVERY SIX WEEKS
lffi)MnC*|f| f'
IDR TERRITORY
AMte or Wire
IMMEDIATELY
SUNSET PRODUCTIONS
7425 Sunset Blvd., Hollywood, Cal.
ANTHONY J. X YD IAS, President and Gen. Mgr.
18
EXHIBITORS HERALD
June 3, 1922
When You Need Advertising,
You Pay For It Whether
You Buy It Or Not!
There are many motion picture
companies which realize at this time
that they need more advertising,
but feel they can't afford it.
By not buying this advertising they
are nevertheless paying for it — and
at an exorbitant price — in limited
distribution and waning prestige.
Exhibitors are demanding good
pictures at bed-rock prices. The
only way this demand can be met
is through wider distribution.
And the indispensable aid to wider
distribution — which makes bed-
rock prices possible — is adequate
advertising in a trade paper which
has the attention and confidence of
the exhibitors of America.
Such a paper. is "Exhibitors
Herald"— a vital factor working for
the accomplishment of the in-
dustry's goal of good pictures at
bed-rock prices.
Revillon Freres
presents
Nanook
Of The
NORTH"
Pafhepicture
SEEING is believing." This
picture is unbelievably
good. You must see it to be-
lieve it.
It is unique. ' It breathes. It
lives. It is life, life in the actual
Arctic* There is no portrayal of
type characters, no props, to
create effect. It appeals to your
imagination. It warms your
sympathies, causes gasps of
wonder, holds your eager in-
terest and concludes with
action.
It is strong. It is human. It is
thrilling. It is beautiful.
Big pictures are scarce. Here
is one that is bigger than the
biggest.
See Nanook of the North
at the nearest Pathe'
Exchange
Produced by Robert J.F/aherty, F.R.G.S.
NANOOK of the NORTH
X\T AY up North, a thousand miles from the
~* nearest railroad, in a land where a
motion picture camera never went before,
this picture was made. It is a land where i
there are months and months of bitterest win-
ter, with just a few days of cold and barren
spring. There is no summer.
There lives Nanook, the remarkable per-
sonality who dominates this picture. On his
strength, skill and bravery depend the lives
of his family, women and children. Every day
of his life is a tremendous drama, a fight
against terrible odds.
That is "Nanook of the North" - the amazing
story of leal and remarkable people, intensely
human and very lovable, filmed in surround-
ings such as you have never seen before.
Its exploitation possibilities measure
the showman.
Pafherjicture
June 3, 1922
EXHIBITORS HERALD
19
New Twists Will Put It Over Big!
Here's What The Exhibitor's
Trade Review Says:
"New twists that will get the picture over. An
entertaining story with a big punch. Miss Stewart
wins the sympathy of her audience. She has
great charm and ability and gives a pleasing and
thoroughly convincing performance. A good
dramatic climax.
Speaking of
Louis B. Mayer s presentation ot
ANITA
STEWART
"The Wo
He M
man
a r rie
By Herbert Bash ford ; Scenario by^Bess
Meredith : Photography by Dal Clawson
Directed by Fred Niblo, Director of
"The Th ree Musketeers
If You Havent Played These Stewart Pictures. Get Them Quick!
"HER MAD BARGAIN" "A QUESTION OF HONOR" -THE INVISIBLE FEAR'
A thrilling story of a most
unusual love bargain :
Scenario by Josephine Quirk
A Ruth Cross novel from The
People s Home Journal:
Scenario by Josephine Quirk
A drama of love and hate
and a terrible fear,
by Hampton Del Ruth
Directed by Edwin Carewe
A FIRST NATIONAL ATTRACTION
IhereVJ be a Franchise everywhere
20
EXHIBITORS HERALD
June 3. 1922
Calls "The Boat" Keaton's Best!
LOS
That's what the Los
Angeles Herald
says. But read it
all. You'll also note
that Keaton is
played above the
feature which again
shows that Keaton
heads the bill!
Joseph M. Schenck presents
BUSTER KEATON
in 2 reel comedies that
always play as features
"MY WIFE'S RELATIONS"
"THE PLAYHOUSE"
"THE PALEFACE"
"THE BOAT"
"THE COPS"
Written and directed by
Buster Keaton and Eddie Cline
A First National Attraction
Released on the Open Marker
ANGELES
H ER_ALD
^ 6,
e? few,
by "*«*r
^rd°^st'ng for "serf
other B°af-" ,w,neHWt ha» Bus.
K/c. °f Kine^tures efl »i&
■Al.
Host
the
at-
V11 zs L^st of £n*th, is
jffi
A1
ore
a"v- f/,e fan%
''Are *'ap.
all
antf e^""y'
'for
are
^ca/e
Sector ?£r1»itv r h"Zh JnanY
' c/ev-p °f f/,e ,V'f for • 7v,,a- '
Every Show Is a Good Show
When Keaton Heads The Bill
MARTIN J. QUIGLEY
Publisher & Editor
* ISSUE OF *
June. 3 1922
"Release Schedules Come Back
By MARTIN J. QUIGLEY
TT was only a few years ago that the abandon-
merit of definite release schedules was hailed as
a hig step forward. It was generally claimed —
and generally agreed — that this permitted of the
only proper arrangement for the issuance of the
big special productions that the market demanded.
The elimination of release dates on pictures
seemed to mark in itself an advance beyond the
mediocre program subject and it was hailed by
producers as an arrangement under which they
could best build and perfect the big special pro-
ductions that were required.
It now appears that the supposed benefits of
the elimination of release dates were almost en-
tirely of the imaginary sort and that instead of
"creating a practical advantage for the industry it
actually encouraged a condition which has re-
sulted in a tremendous economic loss to the pro-
ducer, has rendered more difficult and more un-
certain the booking of pictures for theatres and
has bestowed not even slight benefits on anyone
concerned.
* * *
THK first definite announcement on the changed
situation comes from Mr. Adolph Zukor and
it is reported in detail elsewhere in this issue. Mr.
Zukor declares that as far as the Famous Players-
Lasky corporation is concerned release dates are
going to be put back on pictures and kept there.
The Zukor pronouncement and the entire matter
|of the restoration of release dates may appear to
i some at first glance as something of very limited
significance to the industry. This is far from the
truth because the question, in reality, is one of
vast import, so vast that it may safely be declared
that the fundamental welfare of the business de-
pends upon its correct and proper disposition.
The record now proves that when definite re-
lease schedules were almost generally discontin-
ued the leading producers upon whom the theatre
owners depend for the backbone of their product
found themselves utterly at sea with respect to
the volume of product required. Releases being
made at irregular intervals, bookings and play
dates consequently were irregular and they no
longer provided the producer with the necessary
guidance as to quantity of product required that
he had been accustomed to.
The condition also permitted exhibitors to
contract for product to be used at some indefinite
time in the future. In a vast number of instances
theatres signed up for two and three times the
amount of product that it was possible for them
to run. This is only the natural result of the con-
dition which was allowed to obtain and responsi-
bility for it rests with the producer because the
buyer naturally could be expected to reserve for
himself, and at the same time keep from his oppo-
sition, the widest variety and the largest quantity
of product possible.
* * *
V\7TTH the big attractions again being released
on definite schedules — and we believe all the
important companies will go back to that arrange-
ment— the exhibitor will find nothing objection-
able, but on the contrary, he is going to find his
booking work and advertising work greatly sim-
plified and on a basis which will enable him to get
better results for the time and effort expended.
Under this arrangement the production end
of the business will be greatly stabilized. Produc-
ers who are able to make acceptable product will
be able to know whither they are going, when
they tie up an investment in a product they will be
able to calculate with a fair degree of certainty
when that investment will be returned to them be-
cause they will be able to know that the bookings
they get on a subject represent business and not
merely promises.
The industry in this matter has gained valu-
able experience which will pay big dividends in
the future.
22
EXHIBITORS HERALD
June 3, 1922
.MARTIN J. QUI G LEY
PUBLISHER/ ZP EDITOR
Published every Wednesday by Martin J.
(tnlgley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois. (Tele-
phone: Harrison 9248-9249.)
New York Office: 1476 Broadway, (Tele-
phone: Bryant 1368 and Bryant Kill.)
Los Angeles Office: 453 Sonth Spring St.,
(Telephone 660-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cnba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV. June 3, 1922 No. 23
A Free Press
Political machines in civil politics
give a lot of attention to the press.
When a newspaper is not friendly, or at
least tolerant, they set out to whip it
into line. If this fails and the pub-
lisher is corrupt, then there usually is
a recourse to money influence. When
neither of these appear practicable or
possible political machines have been
known to start their own medium of ex-
pression, which in such instances in-
variably becomes merely a sounding
board for the leaders.
We trust the condition which is
known to exist frequently in civil
politics is not the condition which gave
rise to the talk at Washington with
reference to a publication to be oper-
ated by the exhibitors' organization
which would be either a "fan" paper
or a trade paper.
# # *
If the organization leaders have a
mind to do this thing then they will go
right ahead and do it, provided they
can obtain the means for the enterprise,
and they would not be likely to heed
what we would have to say on the mat-
ter because of their probable thought
that our attitude would be dictated by
apprehension with respect 'to such an
enterprise. Hence, this comment prob-
ably is gratuitous, but we make it
nevertheless because some day we may
have occasion to refer to it.
An organization that cannot live with
a free press is a bad organization. The
motives and maneuvers of leaders who
want their own, privately controlled
organs of expression and trade opinion
warrant careful inquiry. All that they
need from the free press and all that
they are entitled to require is a fair
deal, open news columns and uncolored
news reports. If they encounter hos-
tility from a publication which closes its
news columns to their statements, which
colors its news reports about their ac-
tivities, then they still have no cause for
worry, because such a publication, seek-
ing to hold the interest and good will
of exhibitors, will certainly die and all
the harm that it sought to do to its
adversaries will be buried with it.
* * *
Organs of either trade or public
opinion should be privately conducted
and under an arrangement of central-
ized authority and centralize'd responsi-
bility. A publication which is tied to
the fortunes of a political machine,
which is operated for the aggrandize-
ment of those in control of the machine,
is a thing of utter uselessness yet a
thing of great cost. For good and all,
exhibitors should be done with even
thought of this folly.
Even in an industry of big invest-
ments there doubtlessly would be a sur-
prise for many if they were to learn
the amount of money which has been
expended in bringing the trade press
of this industry up to its present posi-
tion of influence — and this under indi-
vidual enterprise which always is ma-
terially less costly than that required
under any other arrangement.
Re -Takes
J. R. M.
Cheerful news!
* * *
Sir Arthur Conan Doyle says only l
per cent go to hell.
* * *
Wonder if that includes all the boot-
leggers?
* * *
Always Talking Shop
Detroit papers start their picture re-
views with "This is a rattling good film."
* * *
More Trouble
Poor Joe Weil. He wires: "The Curse
of Drink is upon me! And I haven't
shaken The Jungle Goddess yet!" 'Stoo
bad, Joe's such a nice fellah.
* * *
Free Transportation
By Dan E. Daily
That's a great little idear the
M. P. theatre owners of York-state
has. They want the N. Y. Central
railroad to carry 'em free. In re-
turn they will adv. the R. R.
The National organization's go-
ing to try it, if it works. The idear
could be carried farther to save
tickets. F'instance if Charlie
O'Reilly wants to go from N. Y.
to Buffalo, all he'd have to do would
be to give the conductor a strip of
fillum — say a thousand feet — and
the conductor could punch the
sprocket holes in the edge as he
goes along. For a short ride to
Poughkeepsie, only a 100-ft. trailer
would be needed. But gosh! If
Syd Cohen goes to Calif, it would
take a "Four Horseman."
Next week! "Sawing a lady in
Half."
* * *
Sounds Reasonable
I see they claim flappers are caused by
small flats and high rents. My, what a lot
the landlords have to answer for!
* * *
Need New Ones
There ought to be a different set ot
laws to govern certain film stars. The
present ones don't seem to fit their con-
venience.
* * *
Not So Chic!
Peggy Joyce is going about Chicago
wearing one of the long Paris gowns, so
fashionable abroad. Peggy isn't attract-
ing as much attention these days thus
attired.
* * *
Big News
The American Releasing Corp. throws
the deposit system outa the window.
* * *
A Little Late
Pete Smith says Marshall Neilan I!
seeking suitable punishment for movn
fans who write directors for autographed
photographs and start their letters with
"I have just seen you in your latest piC;
ture. I think your acting is wonderful.
Which would have been a good joke I
Rex Beach hadn't used it all last Wiotei
on bis personal appearance tour. Bettei
luck next time, Pete.
IN THIS ISSUE
OF SPECIAL INTEREST F<>\ Officials Discuss Soles Pollcj <>n
\ series of I Busuall? Interesting Ni'"- ><-,v
irtlelea on Equipment 77 departments
Hi in ii of •• I rouble" l>> Min i ill .1.
Qj/Ulgley 5 1 Pictorial Section 2P
\ I :\\ S <>!■• THE \\ EE Iv
rhe w eeh in New ^ <>rk 84
M >> Making IiU-iin 'Mi
Tide Him Tamed i Better iiuhI- The Theatre :i7
Newsplctures 4H
Reviews 4»
Public ii i- League 58
Through Nebraska with H. B, ST.... W2
Letters From ii<-iuI<tn (14
Here. Stllles /.llkl
\i-h lurk i:\hilillor Otlleiuls \l-
tend Confer ■<■ Willi Hays
outlook In Bright for Nevi Reason
Seceding exhibitors in v V. Kay
Komi \imi National League -
Cohen uk. Bays for Conference i I opl«-« of Day . . . . . . 04
Meeting Will Be Held soon -7 whin the Picture Dili for Me «
< leveland Commerclnl < lui> is -
Where Can 1 llnj n? TB
sletlng Censorship Benort -* Theatre i:«iul|>i ii
Bshl r oiiieini Lauds >■ »ri iii jr. Chicago Trade Events P4
Bulglej Bdltorial M Chalde <<> Current Pictures im
June 3. 1922
EXHIBITORS HERALD
23
The Tide Has Turned; Better
Business Here, States Zukor
President of Famous Players, in Comprehensive Analysis, Says
Situation Presents Golden Opportunity to Industry
He Says:
"Prosperity Is Back!"
ADOLPH ZUKOR
A Real Treat
for Exhibitors
In this issue, the HERALD pub-
lishes a comprehensive and instruct-
ive symposium on theatre construc-
tion and equipment.
Articles on various phases of the
theatre's needs have been contrib-
uted by experts in construction,
equipment and operation.
This special section has been pre-
pared with a view of serving the
exhibitor and minimizing the task
which confronts him in the erection
of a new theatre, or at a time when
his theatre must be reconstructed,
remodeled or refurnished.
The special equipment section
may be found on pages 77 to 93.
The HERALD regards this as one of the most important
articles it has ever published. It reports what we all want to
know — from a man who knows what he is talking about.
By MARTIN J. QUIGLEY
"Let this word go out to the entire motion picture industry :
"Better business conditions are not merely coming; they are
her<
"The tide is not merely turning; it has turned.
"The year-old period of depression terminated as suddenly
as it commenced and with its termination within the past few
weeks there was ushered in a radical improvement which places
a golden opportunity at the door of the individual and the con-
cern that is now in a position to make good."
These assertions were uttered uncompromisingly and boldly to the
writer in a recent interview with Adolph Zukor, president of the Famous
Players-Lasky corporation. The manner he assumed in setting forth these
statements left no doubt that the speaker meant what he said, that he was
not feeling his way and modulating his opinion as he went but, on the con-
trary, his thoughts on the subject had reached the conviction stage and
that he was committing himself irrevocably to a startling statement and
that he was prepared to stand by it.
His Messages Accepted As a Standard
Mr. Zukor's assertions with reference to the existing business condi-
tion in the motion picture industry constitute a pronouncement of signi-
ficant and widespread concern to the trade. There is no frontier to which
the motion picture, commercially, has penetrated where the business vision,
the practical knowledge of the industry in its various ramifications and the
conquering sagacity of Mr. Zukor is not known, respected and — to a very
large extent — accepted as a standard which many are willing to follow.
Hence, what Mr. Zukor has to say about the business outlook is of
interest at any time but in the present situation such a statement as we
have outlined above represents a message that no thoughtful person in the
industry will fail to give especial consideration with a view to determining
just what application it may have to his particular interests.
In a comprehensive analysis of conditions Mr. Zukor traced the begin-
ning of the period of acute depression which became manifest throughout
the business about a year ago. He referred to the victories as well as the
vicissitudes of that period and among the former he pointed out the vast
strides toward sanity and economy that have been accomplished in the pro-
duction end of the business. His resume, in conclusion, made plain his
opinion that the depression period had not been without many salutary
effects upon the business and that these advantages which had been
24 EXHIBITORS HERALD June 3, 1922
gained offer hope of substantial progress under the new condition that has
come about.
Results from General Improvement
This new condition, Mr. Zukor contends, is largely the result of im-
provement in general industries, the return to normal, or nearly normal,
of general business that had been limping desperately since the era of post-
war prosperity drew suddenly to a close. He asserts that, contrary to the
widely expressed belief, the motion picture industry was not to be long
held waiting for some beneficial effect from this improvement in general
business but, on the contrary, the picture business benefitted almost im-
mediately and in a substantial manner. In support of this assertion, Mr.
Zukor referred to the various lines of exact information reflecting the true
condition which he has at his disposal. Very important among these, of
course, being the theatre connections of his company from Broadway to
San Francisco and embracing a sufficient number of intermediate points
to afford an accurate survey.
"We have made ready to meet the return of substantially better con-
ditions and in the face of what we have learned in the past few weeks we
feel that we have been none too early in our preparations," said Mr.
Zukor.
"A year ago our conception of conditions convinced us that the wise
business course was to curtail and to get down to the closest economic
operation. At this time, however, we believe conditions warrant and
demand an entirely different course — and we are following an entirely dif-
ferent course. We have either produced or have already in the process of
production a volume of product that represents a far greater investment
than we ever even dared to contemplate at any previous time in the history
of our company.
Comprehensive Plans Are Announced
"In addition, we have elaborate — and expensive — plans for going
after the business which we know can be gotten if the right means are put
to use. Our advertising plans reflect the scope of the policy which we have
adopted as a result of our confidence in what the immediate future of the
motion picture business will bring: We shall spend more for advertising
than during any previous period in the history of the company. We shall
do this simply and solely because we know what conditions are and this
knowledge of conditions convinces us that the business is here to be gotten.
"A year ago and eight months ago I made no secret of my apprehen-
sion over conditions. The industry had been severely, almost mortally,
hurt. Attendance dropped to the danger point and below. The industry
was not prepared to dig itself in for a long fight. As business slackened
various abuses which we had tolerated and failed to wipe out when busi-
ness was good, rose up to smite us. The prospect was dismal — and I ad-
mitted it.
"But the change has come; it came suddenly and in no unconvincing
way. The business is better, healthier and more substantial than ever
before.
The new condition that has been brought about has come chiefly
through external influences but within the industry also things making for
a substantial betterment have been brought about. One of the greatest
strides of progress that has been made by our company is in the matter
of putting release dates back on pictures. A few years ago the release date
(( ontinued on following fu<ic)
Balaban & Katz Lease
Aschers' Roosevelt in
State Street, Chicago
Ascher Brothers' new Roosevelt the-
atre in State street, Chicago, has been
leased for a period of five years by Bala-
ban & Katz of the Chicago, Riviera,
Tivoli and Central Park theatres. The
transaction does not affect ownership
of the theatre.
Goldwyn Distributing Company has a
substantial interest in the Roosevelt,
and it is understood that the deal has
a bearing upon the reported merger this
fall of Goldwyn and First National.
Balaban & Katz are the original First
National franchise holders in the Chi-
cago territory.
The Roosevelt, one of the finest houses
in the country and seating 1,600, will be
operated by A. J. Balaban.
Theatre Competitor
Is Closed by Mayor
(Special to Exhibitors Herald)
WASHINGTON, IND., May 23.-
Eastside Park in this city will not be
in competition with the motion picture
theatres this year. John W. McCarty,
recently elected Mayor has decreed that
the Park, which has heretofore had free
pictures and vaudeville in summer, will
be closed to all such attractions during
his term of office. This is mighty good
news to the theatres, as the Park attrac-
tions have put a crimp in the theatre box
office receipts in the past.
Students at Carnegie
To Hear Will H Hays
(Special to Exhibitors Herald)
NEW YORK, May 23.— Will H. Hays,
president of the Motion Picture Pro-
ducers and Distributors of America, will
speak before the students of Carnegie
Institute of Technology, Pittsburgh, on
Friday, May 26. The address by Mr.
Hays will be one of features celebrating
Cauppus Week at Carnegie.
f/
^Auerbach and Selig to
Confer on Production
(Special to Exhibitors Herald)
NEVV YORK, May 23.— Louis Auer-|
bach, vice-president of Export & Import
Film Company has left for Los Angeles
where he will confer with Col. William
N. Selig regarding new production plans.
Col. Selig owns the film rights to a num-
ber of famous novels and plays it is i
aid.
iversal to Produce
Version of "Ivanhoe"
(Special to Exhibitors Herald)
NFrW YORK, May 23.— Carl Laeramle
on his return here today, announced thai
Universal would begin work soon on a
feature production of "Ivanhoe." Either
King Baggot or William Worthington
will direct.
Enid, Okla., Goes "Blue"
(Special to Exhibitors Herald)
ENID, OKLA., May 23.— Enid resi
dents at an election last week voted al
most two to one for Sunday closing.
June 3. 1922
EXHIBITORS HERALD
25
Meeting With Hays
Step Toward Peace
Theatre Men and Producer
Chief Discuss Question
of Contracts
'Special to Exhibitors Herald}
NEW" YORK, May 23.— The first act-
ual step towards putting into operation
the program of "Confidence and Coop-
eration. Peace and Harmony" so strongly
urged on the industry, was taken here
last Friday. A meeting was held in the
office of Will H. Hays between repre-
sentatives of the Theatre Owners Cham-
ber of Commerce and the Motion Picture
Theatre Owners of N'ew York and Mr.
Hays, at which uniform contracts and
other matters of vital interest were dis-
cussed. Senator Walker was present as
counsel.
Confidence in Hays
The exhibitor representatives were
Bernard Edelhertz, Leo Brecher, William
Brandt. W'iJliam Landau, Rudolph Saun-
ders. L. B. Blumenthal, representing the
T. O. C. C. and Charles L. O'Reilly and
Sam I. Berman, representing the M. P.
T. O. X. Y.
The exhibitors informed Mr. Hays
that they had every confidence in the
sincerity of his offer of cooperation and
that they were there to start a move-
ment looking to the ironing out of some
of the problems which had kept the ex-
hibitors and producers from working to-
gether in harmony.
The question of contracts was one of
the first taken up. It was agreed that the
exhibitors should have drawn up a brief
stating their views on what such a con-
tract should contain, and that Mr. Hays
should obtain similar views from his
principals. Then another meeting will
be held.
Plan Series of Meetings
Speaking of the meeting Mr. Hays
said: "It was a frank, full and sympa-
thetic discussion of our mutual problems.
It was the first of what will be a series
of conferences covering mutual inter-
ests, which I am sure will result in much
good."
The exhibitors taking part in the con-
ference were greatly pleased over the
result.
Steady Improvement
Seen by Brunet as
He Sails for Europe
(Special to Exhibitors Herald)
NEW YORK, May 23.— On the eve
of his departure for Europe, Paul Bru-
net, president of Pathe, issued a state-
ment declaring that "I leave my desk
with the sanguine feeling that upon my
return I shall find the motion picture
business still further improved." Touch-
ing upon the new organization of pro-
ducers and distributors, President Bru-
net said:
"The start made by Mr. Will H. Hays
on behalf of the producers and distribu-
tors is interesting, and from the steps so
far taken it seems clear that as he gets
a full grasp of the industry's problems
much good can be expected to result, par-
ticularly since I note the interest and
participation of exhibitors in their or-
ganization and the apparent purpose of
that body to make a trial of complete co-
operation with the producer-distributor
organization."
The Tide Has Turned; Better
Business Here, States Zukor
(Continued from Page 24)
was discarded and from that time to this the producer has been groping in
the dark with reference to anything like exact guidance on the volume of
product required. Contributing to this has been the reprehensible practice
of some exhibitors of contracting for product for which they did not have
time and which they did not intend to use, frequently for the purpose
of tieing it up so that their opposition could not get it.
Evils of Industry Being Corrected
"The result in these cases has been that the producer was a heavy-
loser. He invested in product and put prints in his exchanges and they
stayed there. At the outset of the season the contracts on hand warranted
the volume of product that was issued but as the season went on and play
dates were withheld it became apparent that great quantities of product
wculd never reach the screen and the producer was compelled to under-
write huge losses.
"This evil is being corrected. Producers are now sitting about a table
and agreeing on procedure which is for the best interests of the industry
and for the best interests of themselves. The so-called program compan-
ies will make the volume of product that is required and no more and at
the same time will limit the amount so that there will be plenty of open
time for the big independent pictures that are certain to come from time
to time and which must be given a showing because they represent much
in originality and aggressive artistic effort and they are necessary to the
business.
"In our own theatres we shall reserve more open time for outside
product than ever before. This is the best policy for the public, for the
theatres themselves and even for us as producers. We are willing and
anxious to make less and still less product but what we make we want to
sell and we want to know that the market is open for it. And this can best
be made certain by issuing pictures with definite release dates and when
an exhibitor books a picture or a number of pictures the play dates are
set in as definitely as the price.
"Plans of practical cooperation among producers which we would have
regarded as starkly visionary a few years ago are now in actual operation.
These things will permit of tremendous economic advances which will
reflect credit and profit on the whole industry and will also enable us to
capitalize to the full the golden opportunity that lies just ahead.
Confidence and Aggressiveness Xecessary
"I do not seek to be prophetic and I am avoiding hollow optimism but
I am prepared to declare on the basis of indisputable facts and correct
information that conditions today are tremendously encouraging, that
nothing will prevent the next year from being a period of great advance,
progress and profit but half-way measures and timidity from going after
business with the confidence and aggressiveness that is warranted by a
true understanding of conditions.
"It is extremely important that the industry in all its branches immedi-
ately throw off the distressing spirit of worry and fear that was born out of
the experiences of the past year. The rich opportunities of the immediate
future will not be realized unless the personnel of the industry takes on a
fighting, instead of a fearing, psychology. Every day that is lost in realiz-
ing what can be done will only lessen the opportunity that is offered. Con-
ditions are right. If your methods are right you can't lose."
26
EXHIBITORS HERALD
June 3, 1922
Outlook Bright for New Season
Detailed Survey of
Conditions Is Made
By First National
Majority of Districts Report
Business in Industry Is
Steadily Improving
(Special to Exhibitors Herald)
NEW YORK, May 23.— The outlook
is bright for a prosperous season in the
motion picture business. Conditions are
steadily improving. The general opinion
seems to be that rentals will remain firm.
Xo general reduction in admission prices
is forecast.
These are the fundamental facts dis-
closed by the second annual survey con-
ducted by Associated First National Pic-
tures, Inc. The results of the survey
form a comprehensive and significant re-
view of the year and give an encouraging
forecast for the new season opening this
fall.
A questionnaire sent to all exchange
managers was divided into eight ques-
tions, the whole forming a concise sum-
mary of theatrical and general conditions
in each territory. The questions and an
analysis of the answers follow:
1. General Business Conditions — Better
or Worse Than Six Months Ago?
Seventeen of the thirty-two territories
report general conditions steadily im-
proving. Seven report no appreciable
change and eight declare that conditions
are slightly worse. Improvement is most
marked in the Middle West and East —
in the territories between the Rocky
mountains and the Alleghenies. Condi-
tions in the Southwest and Northwest
are better than in the mountain regions.
Labor crisis in the coal mining regions
is the only cloud on the horizon there.
Unemployment has decreased from 35,-
000 to 10,000 at Buffalo. New England is
suffering from strikes. Unemployment
situation is being remedied at Cleveland
and Chicago. Feeling is optimistic in the
agricultural sections. Business is pick-
ing up in Northern California. Industrial
concerns generally are preparing for a
revival of activities.
2. What Is the Outlook for Next
Season?
Every territory is confident that the
coming season, beginning with Septem-
ber, will bring a marked improvement.
Omaha, a representative center in the
agricultural districts, reports that the
farmer is getting more money for his
produce, and that the anticipated crops
make the outlook exceptionally bright.
Minneapolis, Kansas City, Oklahoma
City, and St. Louis concur. Philadelphia
promises marked gains in textile, steel
and iron activities with the settlement of
the coal strike. Denver, one of the
hardest hit districts of the country, is
confident of relief by autumn. Butte re-
ports resumption of service by the mines
after eleven months of inactivity. Cleve-
land sees a necessity for further adjust-
ment to meet post-war requirements, but
counts on much better business as this
(Continued on page A9)
Production
At Its Height
LOS ANGELES, May 23.
— Studio schedules show 130
companies now producing,
with approximately 20,000 per-
sons employed. Units work-
ing are:
Universal, 18; Fox, 15; Las-
ky, 11; United, 10; Balboa, 5;
Roach and Century, 4, and
Ince, R-C, Mayer, Fine Arts,
Vitagraph and Goldwyn, 3
each, the remainder being sin-
gle or in pairs.
Theatre Men Look
For Speedy Return
To Better Business
Arrow Chief Says Conditions
Have Taken Decided Turn
Toward Improvement
(Special to Exhibitors Herald)
NEW YORK, May 23.— Exhibitors
are optimistic and looking forward to a
speedy return to prosperity. This mes-
sage was brought to New York by Dr.
W. E. Shalltnberger, president of Arrow
Film Corporation, following the M. P. T.
O. A. convention at Washington where
he met theatre men from all sections of
the country.
"While we all realize that some time
must elapse before things are exactly as
they should be," he said, "the fact re-
mains that business conditions within the
industry have very decidedly altered for
the better. While in Washington I
talked with a very large number of ex-
hibitors and found them all, if not boast-
ful about the money they were making,
at least optimistic and looking forward
to a speedy return of prosperity.
"We all of us know that under normal
conditions the summer months are the
worst in our particular line of endeavor,
therefore it is not to be expected that,
coming directly on top of the slump, this
summer will see any tremendous exhib-
itor fortunes amassed. But I do believe
that beginning with next fall we're going
to see an infinite betterment of condi-
tions. This will be brought about by
two things, the economic readjustment
which is now taking place and the calibre
of a good many of the productions which
will be nationally released at that time.
"While a great many causes have
united to keep people out of theatres
there is no denying the fact that the chief-
est of these has been the quality of pic-
tures and the general resemblance of one
to the other.
"That there will be quality productions
is a foregone conclusion. My company
will offer a most pretentious program.
But 1 don't for a single instant mean to
imply that Arrow pictures alone will be
worthy the consideration of exchange
men and theatre owners. I have definite
information to the effect that before the
end of this summer a very large number
of worthy independent pictures will reach
the screen. And that is what the screen
needs.
Produces Expensive
Film as Answer to
Talk of Depression
Fairbanks Makes Most Costly
Picture Because of Faith
in Industry
(Special to Exhibitors Herald)
LOS ANGELES, May 23.— If pro-
duction activities may be considered as a
weather vane, there is every indication
at Coast studios that business conditions
in the motion picture industry are im-
proving steadily.
Great sums of money are being ex-
pended on fall product, which seem to
forecast prosperity for the industry dur-
ing next season.
At one of the independent studios in
particular is this spirit of optimism prev-
alent. Douglas Fairbanks has just
launched production on his most ex-
pensive feature.
This, declares the star, is his answer
to any talk of business depression in the
industry.
"It's all due to bad pictures," says Mr.
Fairbanks in discussing business depres-
sion and his forthcoming production on
which he plans to spend more than i
$1,000,000.
Mr. Fairbanks has unlimited faith in
the stability of the industry or he would
not have considered production of a pic-
ture of such magnitude.
The picture on which the star is now at •
work is "Robin Hood," which will be
distributed through United Artists.
In order that the industry may pros-
per, however, Mr. Fairbanks believes
that historical romances and stories that
arc genuine and human must be tran-
scribed to the screen. The day is past,
he says, when sordid realism finds popu-
lar favor with the public.
"My new picture," says the producer-
star, "is not to be all expensive settings.
It has a clean-cut, human story, great
historical interest, and is full of the same
romantic dare-deviltry that made 'The
Three Musketeers."
Real Ground
for Optimism
A panoramic comparison of
the 1922 industrial survey as
compared with that made in
1921 affords real ground for op-
timism and confidence. More
than 50 per cent of the terri-
tories report an improvement
in conditions during the last
six months. In 1921 there was
but one word applied to gen-
eral conditions everywhere,
and that word was "worse."
Today there is a universal feel-
ing that the crisis is past, and
that with the beginning of Sep-
tember there will be a definite
return to prosperity.
Tune 3, 1922
EXHIBITORS HERALD
27
Seceding Exhibitors in N. Y.
May Form National League
Anti-Cohen Forces Plan Units Similar to Theatre
Owners Chamber of Commerce — Walker Lines
Up With Metropolitan Association
(Special to Exhibtors Herald)
XEW YORK, May 23. — That a new national association of motion
picture exhibitors is in the making is indicated by events which transpired
last week and other events which are planned for the future. The movement,
naturally, is being fostered by those opposed to Sydney S. Cohen as head of
the M. P. T. O. A. and the bone of contention, aside from the real one of
Mr. Cohen's leadership, is the constitution adopted by the executive committee
a few days prior to the Washington convention.
Each Unit to Be Similar to T. O. C. C.
The idea of the anti-Cohenites is to form throughout the country units
similar to the Theatre Owners Chamber of Commerce of New York, and then
weld these units into a national organization by means of representation of
each unit in a national central committee. In the formation of these units the
general plan of the New York Chamber of Commerce will be followed, and
through the constructive methods which have made that organization of great
value to exhibitors, those backing the movement expect to build up a powerful
exhibitor organization.
Cohen Asks Hays for
Conference; Meeting
Will Be Held Shortly
(Special to Exhibitors Herald)
NEW YORK. May 23.— Pursuant to
a resolution adopted at the Washington
convention of the M. P. T. O. A.. Presi-
dent Sydney S. Cohen has written to
Will H. Hays, president of the M. P. P.
D. A., asking for a conference for the
purpose of discussing matters of inter-
est to exhibitors and producers.
Mr. Hays has replied that he will ar-
range for such a meeting to be held this
week or next at a time agreeable to Mr.
Cohen. The date will be set shortly.
Poster Exploitation
Grows in Australia
(Special to Exhibitors Herald)
NEW YORK, May 23.— Exploitation
3i motion pictures by means of posters
n Australia is greatly on the increase.
Evidence of this is seen in the large num-
jer of orders for accessories received by
(ohn W. Hicks, director of Famous-
-asky Film Service, Ltd. He recently
equested a repeat order of 10,787 one,
hree, six and twenty-four sheets shipped
o Sydney.
°rizma May Establish
West Coast Quarters
(Special to Exhibitors Herald)
LOS ANGELES, May 23.— The ad-
tsability of establishing Prizma head-
luarters on the West Coast is being
nvestigated by Carroll H. Dunning, vice-
resident of Prizma, Inc., who is here in
lonnection with Prizma color work on
wo productions about to be started.
)howmen of N. C. in
Annual Meet June 20
(Special to Exhibitors Herald)
LEXINGTON, N. C, May 23.— The
nnual convention of the Motion Picture
heatre Owners of North Carolina will
e held at Asheville, June 20, 21 and 22,
: the Langren hotel.
The first step was taken last week when
the Theatre Owners Chamber of Com-
merce so changed its rules that it is no
longer necessary for members to be also
members of the M. P. T. O. A. Follow-
ing this the Motion. Picture Theatre
Owners of New York was incorporated
and President Charles L. O'Reilly offi-
cially announced that it was no longer
affiliated in any way with the national
organization of which Mi>. Cohen is
head.
Applies for Charter
This raises a question which is caus-
ing considerable wonderment. Mr. Co-
hen announced at the Washington con-
vention that a charter had been applied
for as a unit of the M. P. T. O. A. taking
in all the state of New York above the
Bronx, and the wonderment is over what
name the new unit will use. now that
the present M. P. T. O. N. Y. has had
that name protected by the articles of in-
corporation.
Following the secession of the organ-
ization headed by Charles L. O'Reilly
from the national association, organizers
have been sent through the state for the
purpose of forming units similar to the
T. O. C. C. It is expected that one of
these units will be formed in Western
New York, with headquarters either at
Buffalo or Rochester, and another with
headquarters at Albany, taking in the
exhibitors of Eastern New York above
the Bronx. At the same time a drive
is being made for new members for the
present Chamber of Commerce, and all
exhibitors who buy their product in New
York City are eligible.
Other Exhibitors Attend
At the session of the T. O. C. C. last
week were a number of prominent ex-
hibitors from other parts of the country,
anxious to learn of the workings of the
body. Among these were Theodore
Hays of Minnesota, Harry Lustig of
Cleveland, Charles Skouras of St. Louis,
C. C. Griffin of California, H. Lipton of
Ohio, Hector Pasmezoglu and Lawrence
Goldman of Missouri.
Among the important actions taken at
the meeting was the formation of a cen-
tral purchasing bureau, through which
all supplies used by the members of the
association will be purchased. Another
was the establishment of an insurance
bureau through which all insurance of
the members will be placed.
A resolution was adopted that Senator
James J. Walker be engaged as general
counsel for the organization, and after
much persuasion Mr. Walker, who was
present, was induced to reconsider his
announcement that he was entirely
through with the motion picture busi-
ness. Later he announced the accept-
ance of the offer.
"Principles — Not Personalities"
ST. GEORGE, N. B. — To the Editor: I am intensely interested in the stand you take in the Cohen-
Walker fight. Too bad it occurred, but since it has reached a climax be a man and express yourself. I
have followed every phase of this organization, although not a member, and I sincerely approve not only
of the stand you take but especially of your frankness in opposing such a man as I know he must be head-
ing such an organization, Cohen. It's principle and not the man, with you, and so it should be.
This stand may cost you some money — not prestige among fair thinking men — and I assure you if you
need the cash as a result of this to carry on in your fair dealings, count on me for my quota and 50%
extra as an appreciation of your invaluable magazine.
It has made business a pleasure for me and made life easy, and I assure you I appreciate every copy of
it and look for it on Monday more eagerly than I do for the newspapers. True, it has caused trouble in
my family — my wife objects to my sitting up all hours of the night reading it — but when she gets a new
bonnet I say, "Thank Quigley," and she says, "Amen!"
Good luck, and don't forget to call, if necessary, on E. J. O'NEILL Broadway theatre, St. George,
N. B., Canada.
28
EXHIBITORS HERALD
June 3, 1922
CI eveland Commercia 1 Club Is
Completing Censor Report
Better Films Conference to Be Held in Ohio Metropolis in
June — Hays Scheduled to Speak
(Special to Exhibitors Herald)
CLEVELAND, O., May 23. — A censorship report, which the Cleveland
Chamber of Commerce has had under consideration for a year, is
nearing completion. Just what recommendations the special com-
mittee which has been deliberating on the report will make is not known.
This and the forthcoming better films conference which will be held
here on June 1 to 3, have focused the attention of the public on censorship
and motion pictures.
WILL H. HAYS, president of the
M. P. P. D. A., is scheduled to ad-
dress the conference on the second day.
Representatives of civic and social or-
ganizations throughout the state are ex-
pected in attendance at the three-day
meeting.
* * *
Although Ohio is one of the few states
having legal censorship, public sentiment
is by no means unanimous for such op-
pressive legislation. George Zahn of the
Cleveland Recreational Council, expresses
these views on the subject:
"Censorship is un-American and un-
democratic. It does more harm than good
by giving free publicity to bad pictures.
People flock to see a picture that has been
questioned by the censors, while often
the picture is of a harmless nature."
Mr. -Zahn said that he believed that the
Exhibitor Official Lauds Editorial
RJwdc Says "Convention in Review" Is Most Constructive
Suggestion Published Since Conclave
A letter commending Martin J. Quiglcy, editor and publisher of the
HERALD, for his constructive editorial, "The Convention in Review," pub-
lished in the May 27 issue, has been received from Joseph G. Rhode, president
of the Motion Picture Theatre Owners of Wisconsin. Prcsidoit Rhode writes:
"Your review of the Washington con-
vention in the issue of May 27 is the first
constructive, conciliatory, sane sugges-
tion that I have had the opportunity to
read in any of the trade journals issued
since the convention.
" 'Right or wrong, Sydney S. Cohen is
your president and as neither the issue
over the presidency nor Mr. Cohen him-
self is of sufficient importance to your or-
ganization to be permitted to perpetuate
strife, discord and disunion it behooves
the theatre owners who are identified
with the organization to forget the
wrangling of the past few weeks and go
back to work seriously on Organization
affairs and try and bring that day nearer
when the M. P. T. O. A. will be what it
should be.'
"The above quotation from your edi-
torial strikes me as a good common
sense suggestion that can be endorsed
by any exhibitor who has the welfare
of his business at heart.
* * *
"Mr. Will Hays at the banquet at
\\ 'ashington reiterated what he had said
at the banquet of the T. O. C. C. just a
few days before, 'that he wanted to see
a 100 per cent exhibitors association.'
He also spoke of 'interdependence.' You
know what it means. He's right. We are
interdependent. We cannot get along
without each other. Hays knows that
and also appreciates the fact that the
stronger both the producers and exhibi-
tors are organized, that then, both organ-
izations must and will get together for
their own mutual protection. And that
day is not far away.
"Any national organization is bigger
than any individual in it, from president
down, and in the event that personality,
strife, inefficiency or any other discord-
ant element enters the affairs of the or-
ganization that is the cue for its mem-
bership to get behind the organization
witji their shoulders to the wheel and
keep it safe from any danger that
threatens.
"In this particular case I want to
call attention to the fact that out of 410
votes cast, Sydney S. Cohen received
348. Good sized majority, isn't it? In
your wildest dreams, you cannot imagine
that Sydney Cohen and his 'gang,' as
some of the trade papers have seen fit
to designate them, could 'steam roller'
that many exhibitors coming from all
states of the union into doing anything
he wanted them to do without said dele-
gates using their own judgment at all.
* * *
"I want to make this statement, which
in the case of Wisconsin I know to be
a fact: The Wisconsin delegation went
to Washington neutral. They used their
own judgment in their votes without sug-
gestion from any person or committee in
the association and I honestly believe
that the same can truthfully be said by
any other state delegation.
"'Interdependence,' yes sir, it's a great
big vital fact, and it applies not only to
the producer and exhibitor, but takes
within its scope the trade journals as weli
as the many other departments of the
industry. The prosperity of one is the
prosperity of all. You can't have pros-
perity fighting each other. Come on
let's cooperate, cooperate with confidence,
for 'the good- of all' — including the trade
press."
Stars Like to
See Pictures
The Capitol theatre, New York,
presents evidence that the favorite
recreation of motion picture play-
ers on their days off is to see a
motion picture.
Among the screen celebrities who
visited the Capitol theatre one week
to see the program were D. W.
Griffith. Charles Brabin, Theda
Bara, George Beban, Helene Chad-
wick, E. K. Lincoln, Marguerite
Clark, Billie Dove, Richard Barthel-
mess Alice Joyce, Larry Semon, J.
D. Williams, Howard Selznick, Da-
vid Selznick, Constance Binney and
Martha Mansfield.
schools should educate the children to
appreciate good pictures through study of
the drama.
The better films conference is spon-
sored by the local Cinema Club.
* * *
Another Ohio organization which has
interested itself in motion pictures is the
Western Reserve chapter of the Daugh-
ters of the American Revolution. This
organization has investigated the subject
of censorship and better motion pictures.
The attitude of the D. A. R. was summed
up by Mrs. N. Stone Scott as follows:
Boost good pictures by attendance and
praise; ignore bad pictures publicly, so
that curiosity may not swell box office
receipts; discriminate in favor of houses,
players and producers presenting clean
pictures; do something about it, "don't
leave it to George."
"Inferno" Photoplay
Starts Theatre Fire
(Special to Exhibitors Herald)
HACKENSACK, N. J., May 23.— Thi
picture, Dante's "Inferno," virtually came
to life at the Royal theatre when a fire
started in the projection room while thf
film was being run through the machine;
Considerable damage was done to thi,
theatre.
Sixteen Hurt When
Theatre Roof Falli
(Special to Exhibitors Herald)
PITTSBURGH, PA, May 23.— Six
teen persons were injured when a part 0
the roof of the Majestic theatre collapsed!
There were less than a hundred person:
in the house at the time. Four of thosi
hurt were taken to hospitals.
Noble Visits Coast
(Special to Exhibitors Herald)
OKLAHOMA CITY. OK LA., Ma
23.— William Noble, well known in the
atre circles here, has gone to Los Angele
for a month's vacation.
Pathe Gets New Film
NEW YORK, May 23.— "Screen Snai
Shots" has been added to the progran
of short subjects of Pathe and will b
published starting June 4.
June 3, 1922 EXHIBITORS HERALD 29
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of June 3
Stories Told
by
the Camera
Leave it to Eddie Bonns, "praise agent" for Warner Brothers, to conceive of
this exploitation stunt. Eddie had a negro jazz band and twenty-six other
■darkies carrying these banners parade through the streets and hotels during
the M. P. T. O. A. convention at Washington.
Seldom does a producer make a personal appearance. Here is the exception.
When Arthur Hirsch, Gotham theatre, New York, booked "Hail the Woman,"
he invited the producer, Thomas H. Ince, who once lived near the site of the
Gotham, to be a guest at the theatre. This picture shows the crowd that
greeted the producer and Mrs. Ince and Congressman Martin C. Ansorge.
Al Christie (right), supervising di-
rector of Educational - Christie
comedies, and his production man-
ager, H. D. Edwards, aboard the
Olympic on which they sailed for
Europe last week.
30 EXHIBITORS HERALD June 3, 1922
Some studio impressions drawn by Cartoonist Jack Collins during
the filming of "One Clear Call." This John Stahl picture, pro-
duced under the Louis B. Mayer banner, will be distributed
through Associated First National Pictures, Inc.
Scene from third of the series of Frederick
Herbst productions starring "Big Boy" Williams,
"The Freshie," which Di Lorenzo, Inc., is distrib-
uting on the independent market.
There are disadvantages and advantages in being a dog.
This is one of the advantages. Fliver, the pup, has his
picture taken with Bebe Daniels and May McAvoy,
Paramount stars.
Maude George, right, appears in person at Adams in
Detroit during presentation of "Foolish Wives." With
her are Will Rogers and Vera Gordon, who also were
appearing at Detroit houses.
June 3. 1922
EXHIBITORS HERALD
31
These two favorites have acquired a new hobby. Walter Hiers, Para-
mount's fat comedian, is instructing Theodore Roberts, the noted character
actor, in the gentle art of "throwing the bull."
Representatives of trade papers visit the studio to watch Eddie Polo at work
on his forthcoming serial, "Captain Kidd," which Joe Brandt is distributing.
The star and his leading woman, Kathleen Myers, are in the foreground and
center of the picture. Timothy Leahy, representative of the HERALD, is in
the back row, fourth from the left.
Mabel Normand snapped with Ad-
miral Sir William Packenham, com-
mander of British fleet which was in
Pacific waters recently. Picture was
snapped on Spanish set in star's new
Mack Sennett picture, "Suzanna."
32
EXHIBITORS HERALD
June 3, 1922
Studio unit at Spokane, Wash., which has been leased by Nell
Shipman. The producer is shooting interiors for her next special
at this plant. The feature will be of the Northwest and is titled,
"The Grub Stake."
Mary Carr, whose "Ma Benton" in "Over the
Hill" won for her a legion of followers through-
out the country, is featured in "Silver Wings,"
the latest Fox production to open in New York.
Bert Lytell in fencing practice with Henri Uytennhave, former Amer-
ican and European champion, for rapier scenes in "To Have and to
Hold," a George Fitzmaurice picture for Paramount with Betty
Compson in the principal feminine role.
Four generations. James W. Pace,
third from the left, is owner of the Pace
theatre at Chadron, Neb. In the pic-
ture with the exhibitor are Grandfather
Pace, the theatre owner's son, Archie
L., and the latter's daughter.
Get-together dinner of Universal'* Chicago force. The banquet, held in the East Room of the La Salle, marked the
inauguration of the new officials at the local branch. The affair was arranged by Herman Stern, district manager, who
has assumed charge of the sales forces in Chicago. Ralph O. Proctor, special representative in the Chicago territory,
acted as toastmaster following the banquet.
I
June 3. 1922
EXHIBITORS HERALD
33
Reporter* to "What the Picture Did
for Me" department. Horn and
Morgan, Star theatre, Hay Springs,
Neb.
Jerome Beatty producing "A Trip to
Paramountown" at the Laslcy studio.
Left to right, top row: Percy Morris,
Paul Jones, Jack Welsh, Karl B ro wn
and George Krohman. Bottom row:
Jerome Beatty. Vernon Keays and
Walter Reed.
Harry A. Dubuque, owner of the
Imperial theatre, supplies entertain-
ment for the residents of Alliance,
Neb.
Isn't Constance Talmadge a little cut-up? Here she is using a
cleaver on her latest production so that the censors won't have
anything to do. This is the way she spends her idle moments
at home. Constance is now making them laugh with her latest
First National attraction, "The Primitive Lover."
Edward Earle crowned king in the popularity
contest conducted to raise funds for the poor in
New York. Mr. Earle has been selected for an
important role in George Arliss' new production,
"The Silent Voice," for U nited Artists.
Little "Mickey" Daniels, according to law, must do some study-
ing between scenes. As his teacher was ill one day recently,
Alice Calhoun, the beautiful Vitagraph star, undertook to hear
"Mickey's" daily geography lesson. "Mickey" played with Miss
Calhoun in the Vitagraph adaptation of James M. Barrie's
widely read book, "The Little Minister."
34
EXHIBITORS HERALD
June 3, 1922
THERE are more ways than one of re-
sisting the demands for salary in-
creases. Especially is this true in the
picture-making business, and if you are
making a serial it is more than easy. This
was demonstrated recently by Eddie
Polo, who is at work on a fifteen-episode
serial, when he killed a man to keep from
paying him more than had been agreed
upon.
Polo had an actor working in his com-
pany at an agreed-upon compensation of
$200 per week. Impressed somewhat by
the important part he had been given in
the second episode, the actor struck for
a raise in pay and demanded that he be
given $250 or no work. He figured he
was indispensable, but he figured
wrongly.
Calling in his scenario writer, Polo in-
structed him to so change the script that
the character portrayed by the actor be
thrown over a cliff and killed in the third
episode. This was done.
Later the actor said to Polo: "What do
I do now?"
"You now look for a new job," replied
the serial maker. "You're dead so far as
this picture is concerrred."
* * *
Lesley Mason, long and favorably
known in trade paper, publicity and ex-
ploitation circles, as an authority on film
matters, is to leave First National at the
end of the current month and engage in
business for himself as a film editor. It
has long been Mr. Mason's desire to get
into this branch of the work and while
with First National he has had oppor-
tunity to edit, retitle and prepare many
feature picture for the screen. He has
taken offices in Suite 511, 729 Seventh
avenue, and will make a specialty of re-
vising pictures to meet censor's rulings
and preparing European pioductions for
the American market. In this latter phase
of the work he has had no small experi-
ence, having edited and retitled "One
Arabian Night" and a number of other
big foreign productions for domestic
showing.
* * *
Ben Conlon. another of the old-timers,
is now in business for himself, having
recently severed his connection with
Vitagraph after five years as publicity
and advertising director. Mr. Conlon has
associated with him Harold Howe, also
formerly with Vitagraph, and has estab-
lished offices on the sixteenth floor of the
Times building. Mr. Conlon and Mr.
Howe will handle advertising, exploita-
tion and publicity for independent pro-
ducers, and personal publicity for a num-
ber of screen stars.
* * *
EDWARD Earle, president of Nicholas
Power Company, is back at his desk
after a two-weeks' sojourn in the hos-
pital, during which time he submitted to
an operation for gall stones.
* * *
The first all-star-burglars picture is
apparently about to be produced by the
"yeggs" who stole nearly two dozen sce-
narios and continuities from the residence
of John Emerson and Anita Loos last
week. The doors were jimmied and the
manuscript cases of the screen authors,
who are now touring Europe, were rifled.
It is thought the thieves were deceived bv
the uppermost script which was inscribed
with its title, "The Common Bond." They
may be undeceived when they try to cash
in on it.
* * *
Joe Ruttenberg, who was one of the
best newspaper photographers in captiv-
ity before he decided to become William
Fox's star cameraman, sails for Europe
with Harry Millarde about June 1, to film
"If Winter Comes" ;n England. They
will remain about two months, which Joe
says is about long enough to remain away
from the future "queen of the movies"
who arrived at the Ruttenberg domicile
about six weeks ago. He says that future
queen is ilready so precocious that he
fully expects to see her name emblazoned
in electric lights on Broadway when he
returns.
* * *
Eddie Bqnns, the well-known authority
on all thing nautical, has been re-
elected to the post of captain of the lead
and commodore ex-officio of the Alamo
Boat Club. At the election Bonns rang
the bell to the tune of eleven votes, beat-
ing his nearest rival by three. The club
goes into commission on May 27 and the
genial Eddie, with his pipe, will be on
deck to receive the members and visitors
with a handshake and a smile. And there
are those who assert that the accent will
be on the smile.
* * *
JT. C. Wainwright and F. W. Kilner,
British film men, arrived in New York-
last week and will remain here for some
time looking over the American market.
Mr. Kilner is head of Kilner's Films,
Ltd., of London, which distributes a num-
ber of Export and Import pictures in
Great Britain. Mr. Wainwright has with
him fi.OOO feet of film made bv Ra smus-
sen, the Danish explorer, in Greenland,
which he has secured for distribution in
the United States and Canada.
Jerry Beatty, the elongated and versa-
tile vice-president of the A. M. P. A., is
soon to gather up his household effects,
golf sticks and all, and depart for the
West Coast where he expects to make
his home for some time to come. The
AMPA boys are planning to give Jerry
a good-bve and good luck soiree such as
his popularity deserves. The date of the
function has not been set but it will take
place just before his departure, which is
expected to be within the next couple of
weeks.
* * *
Metro offices are in receipt of a wire
from Jack Meapor, who left several
weeks ago for the coast, in which he
announces that he is still arriving safely.
* * *
The fourth floor of First National of-
fices will be transformed into a ball room
next Saturday night, the occasion being
an informal dinner-dance. One of the
features of the evening will be a mock
marriage, designed for the purpose of
showing a couple of young First Na-
tional people — one of the masculine and
one of the feminine persuasion — just how
they should do what they propose doing
in a few weeks.
John S. Spargo.
Abe Warner
A Few Pertinent Facts
About Another Mem-
ber of the Warner
Bros. State Righters.
Several weeks ago we handed you the
touching story of the life and works of
Harry W arner, so now we will slip you
big brother Abe, the other end of the
producing and distributing firm of War-
ner Brothers, state righters.
Abe Warner was an honest -to-good-
ness ballyhoo expert in the early days of
the industry and any time you think he
has forgotten how, just make a listen to
him talk of a Warner Brothers picture.
Abe's success is built to some extent
upon the Biblical injunction; "Seek and
ye shall find."
The first instance on record of his re-
liance on Scripture is chalked in the
annals of New Castle, Pa., where the
Warner Brothers first broke into
the industry as exhibitors. In those early
days theatre chairs were scarce articles
and of course no picture emporium is
complete without seats for the patron?
Right here the Biblical quotation solved
the problem 'for Abe. He hied himsell
to a local undertaker, and after a shinmf
example of big league salesmanship, bor
rowed the chairs the undertaker kept foi
use at funerals.
There was one proviso, however, thai
Abe had to agree to. That was thai
the undertaker could have the chairs bacl
at any time he needed them. The black
crepe de chine expert appeared at tm
theatre unexpectedly one night and de
manded the chairs in order to acconuno
date friends and relatives of a deceases
New Castle personage.
The show w*s stopped. Abe mountei
the platform and asked the audience t(
rise and remain standing while the chair:
were being collected. .
"People were not so hard boiled "
those days." says Abe. "They remain*
standing until the show was over anOW
saw many of our shows standing up.
June 3, 1922
EXHIBITORS HERALD
35
Buys "Oliver Twist"
Negative to Protect
Theatres on New Film
(Special to Exhibitors Herald)
LOS ANGELES, May 23.— Sol Lesser
has just purchased the old negative and
all prints on a production of "Oliver
Twist" made some twelve years ago by
H. A. Spanuth. Mr. Lesser and associ-
ates are producing a new version of
"Oliver Twist" with Jackie Coogan as
the star.
Mr. Lesser said that he purchased the
old negative and prints to "protect ex-
hibitors" and keep re-issues from the
market.
Fifteen Mexico City
Houses Play Universal
Serial Simultaneously
(Special to Exhibitors Herald)
NEW YORK, May 23 — The Universal
serial "Winners of the West" opened at
fifteen theatres simultaneously in Mex-
ico City recently and was accorded the
distinction of being shown as a six-chap-
ter feature instead of as a serial.
Fear that the film might be regarded
as American propaganda in foreign coun-
tries has been entirely dispelled by the
reception accorded it in Mexico, where
it has been endorsed by educators of the
southern republic.
Glass to Write Titles
For New Goldwyn Film
(Special to Exhibitors Herald)
•XEW YORK. May 23— Goldwyn has
engaged Montague Glass, creator of the
:elebrated Jewish characters Abe Potash
ind Morris Perlmutter, to write the titles
:or "Hungry Hearts," its picturization of
Anzia Yezierska's story of Jewish life
jn Xew York's East Side. E. Mason
Hopper directed the picture and in the
:ast are Rose Rosanova, Bryant Wash-
)urn. Helen Ferguson, E. A. Warren and
others.
Pictures to Head Bill
At McVickers Theatre
When Jones, Linick & Schaefer open
heir new McVickers theatre in Chicago,
notion pictures will predominate on the
frogram. This will be a new policy
or the house, vaudeville having been
he feature on the program in the past.
he new McVickers theatre will open
i October.
Fox Officials Discuss Sales
Policy on Nine New Specials
Sixty-nine Executives and District and Branch
Managers Attend Company's Ninth Annual
Convention Held in New York
(Special to Exhibtors Herald)
XEW YORK. May 23. — Sixty-nine officials, executives, district and
branch managers and special representatives of Fox Film Corporation at-
tended the ninth annual convention of the company last week. William
Fox presided with the assistance of Winfield R. Sheehan, general man-
ager, and R. A. White, general sales manager.
Season's New Specials Are Screened
The convention body met both at the New York studios. Tenth avenue
at Fifty-fifth street, and at the Hotel Pennsylvania. The first three days
of the meeting were consumed with screening of the nine special pro-
ductions on the Fox program for 1922-23, among which are "Monte Cristo,"
"The Town That Forgot God," "Silver Wings," "Xero," "The Fast Mail."
"A Little Child Shall Lead Them," another Harry Millarde special,
"Lights of Xew York," and "A Fool There."
Thursday and Friday of the convention were taken up with a discus-
sion of sales and production policies for the immediate future.
Hold Golf Tourney
(Special to Exhibitors Herald)
'NEW YORK. May 23.— The Famous
'layers-Lasky Golf Tournament will be
eld May 27. Eugene J. Zukor is chair-
lan of the golf committee and Oscar A.
lorgan, vice-chairman.
Barton Sells Theatre
(Special to Exhibitors Hera'.a)
CRAWFORDSVILLE, IND., May 23.
■ V. Barton has sold the Strand the-
re to Mr. and Mrs. Arthur Jackson, of
ipton, who own the Martz and Grand
leatres in Tipton.
Among those present were William
Fox, president; Winfield R. Sheehan,
general manager; Jack G. Leo, vice
president: John C. Eisele, treasurer; S.
E. Rogers, general counsel; R. A. White,
general sales manager; Sam Demhow,
Jr., assistant general sales manager; Ja-
cov Sichelman and James A. McCarthy,
contract department; Vivian M. Moses
and C. J. Post, advertising and publicity
department; Emanuel P. Preiss and Mau-
rice Goodman, auditing department; Wil-
liam E. Sennett, requisition department;
Isidore Krotosky and William Freedman.
purchasing department; Harry Reinhardt,
disbursement department; Don Han-
cock, Philip Shorey and G. K. Rudolph,
Fox News; Sydney E. Abel, Howard
Auger and Seymour Lang, foreign de-
partment; Herbert E. Hancock, Frank E.
Tierney, and E. J. O'Donnell, education-
al and industrial department; E. H. Col-
lins, E. B. McCaffrey and T. M. Crisp,
general manager's office.
District Manager's Attend
The United States district managers
attending were George E. Allison, At-
lanta; Harry P. Campbell, Boston; How-
ard J. Sheehan, San Francisco, and Clay-
ton P. Sheehan, Buffalo.
The United States branch managers at
the convention were W. J. Kupper, Al-
bany; Charles N. Johnston, Buffalo; J. J.
Sullivan, Butte; C. W. Eckhardt, Chi-
cago; Rudolph Knoepfle, Cincinnati;
Robert Cotton. Cleveland; P. K. John-
ston, Dallas; Ward Scott, Denver; W. D.
Ward, Detroit; Harry Baily, Indianapo-
lis; B. E. Edwards, Kansas City; Rob-
ert M. Yost, Los Angeles; E. F. Tar-
bell. Minneapolis; B. L. Dudenhefer, New
Orleans; Louis Rosenbluh, New York;
A. C. Buchanan, Oklahoma City; Sidney
Mever Omaha; George F. Dembow, Phil-
adelphia; W. D. Shapiro, Pittsburgh;
George E. McKean, St. Louis; Clyde A.
Walker Salt Lake City: Guy Navarre,
Seattle/and Joseph S. S. Hebrew, Wash-
ington, D. C.
Canada Has Representatives
The special representatives were: Joe
DePissa and E. B. Connelly, Boston;
David M. Rosengarth and J. J. Schwartz,
New York; Max Pincus, Philadelphia;
Leon Leopold, Washington, and Joseph
Ford, Rube Jackter. Harry Gibbs, Ira
Cohen and Arthur Silverman.
From Canada there were William F.
Barrett, district manager, and L. H. Wa-
trous. L. M. Devaney and J. A. Wilson,
branch managers and special men.
Blumenthal Abroad
(Special to Exhibitors Herald)
NEW YORK, May 23.— Ben Blumen-
thal, president of Hamilton Theatrical
Corporation and Export & Import Film
Company, has sailed for Europe. Ralph
Kohn. vice-president of Hamilton, accom-
panied him.
Barry on Vacation
(Special to Exhibitors Herald)
LOS ANGELES, May 23.- Following
his personal appearance tour in which he
visited practically every large city
throughout the country, "Freckles" Barry
is taking a vacation in the form of a
camping trip in the mountains.
Signs Colleen Moore
(Special to Exhibitors Herald)
LOS ANGELES, May 23.— Ward Las-
calle is now producing on his own ac-
count at the Thomas H. Ince plant. He
has signed Colleen Moore for a series
of pictures.
Radio in House Lobby
(Special to Exhibitors Herald)
FORT WAYNE. IND., May 23.— A
radio receiving set has been installed in
the lobby of the Jefferson theatre and
will be in operation every afternoon and
evening.
Lois Weber Returns
(Special to Exhibitors Heraid)
LOS ANGELES, May 23.— Lois
Weber and her husband, Phillips Smalley,
have just returned after a year's absence
in Europe.
36
EXHIBITORS HERALD
June 3, 1922
raramount St udio Feature Is
Offered Exhibitors Gratis
"A Trip to Paramountown" Is 2,000 Feet in Length and
Was Produced by Jerome Beatty
A SHORT feature subject giving intimate views of studio life and pro-
duction activities has been produced by Famous Players-Lasky Cor-
poration for distribution gratis to exhibitors.
Although the subject is only 2,000 feet in length, some fifty stars and
prominent stock players are in the "cast."
k k A TRIP to Paramountown." as the
picture is titled, was produced un-
der the supervision of Jerome Beatty. It
consists of a series of views of various
production units at work on some of the
feature productions composing the Para-
mount program for the season of 1922-23,
as well as a number of Paramount stars
and other players in off-stage moments
at the studio.
Among the directors shown at work
are Cecil B. DeMille. William DeMille,
Sam Wood. Fred Niblo, George Fitzmau-
rice, George Melford, Penrhyn Stanlaws
and John S. Robertson. In the picture,
motion picture fans will have a chance
to see directors and stars making such
productions as "Manslaughter," "Nice
People," "Her Gilded Cage." "Blood and
Sand," "To Have and To Hold" and
"Burning Sands."
* * *
A number of the stars are seen in some
of their most famous characterizations of
the past, as well as working in scenes for
their current productions, the whole be-
ing woven together in a well-connected
and absorbingly interesting scenario. In
no sense is the picture a series of trailers,
but it is a complete picture in itself.
There is some marvelous trick photog-
raphy in the picture, the work of Karl
Brown. .
In all this intimate revelation of the
interior of a studio and its people, Mr.
By G. J. BURKETT
(Lyric theatre, Morrison, 111.)
It seems impossible to get
them in on anything nowa-
days. Have tried the so-called
big pictures with no results,
t — ed all kinds of exploitation
with no turn out to warrant it.
Tried drop in prices with no
results.
The only thing that goes
over is a benefit night. I give
nights to all Women's Clubs,
high school classes, baseball
teams, churches, etc. Let them
canvass the town systematic-
ally and sell tickets. They
select the picture. Give them
50% of the amount they sell or
split 50-50 with them on all
sales after the price of the pic-
Beatty has been careful to avoid showing
anything which might tend to destroy the
illusions of the spectator regarding "the
land of make-believe," as he may have
conceived it.
Associated with Mr. Beatty in making
the picture were Karl Brown, camera-
man; Vernon Keays, assistant director;
Walter Reed, technical director; Jack-
Cunningham, who wrote the continuity,
and Rob Wagner, who furnished the
titles.
* * • *
In the "cast" are the following: Elsie
Ferguson, Alice Brady, Jack Holt, Agnes
Ayres, Theodore Roberts, May McAvoy,
Thomas Meighan, Betty Compson, Bert
Lytell, Wallace Reid, Bebe Daniels,
Wanda Hawley, Dorothy Dalton, Gloria
Swanson, Rodolph Valentino, Mary Miles
Minter. Tom Moore, Leatrice Joy, Ethel
Wales, Lucien Littlefield, Mitchell Lewis,
Conrad Nagel, Julia Faye. William Boyd.
David Powell. Walter Hiers, Harrison
Ford, Lila Lee, Walter Long. Xita Naldi,
Theodore Kosloff. Helen Dunbar, Charles
Ogle. Clarence Burton, Guy Oliver, Mil-
ton Sills, Robert Cain, Casson Ferguson.
Sylvia Ashton, Anna Q. Nillsson, Lois
Wilson and T. Roy Barnes.
"A Trip to Paramountown" is fur-
nished free to exhibitors booking the first
six months' product of Paramount in the
new season.
ture is taken out. It goes big.
All the big specials I have
run increased attendance but
not enough to pay for the films
alone.
By J. F. FLAHERTY
(Oaklawn theatre, Danville, 111.)
'I'o start a serial, use bargain
coupons printed as follows:
"This coupon and ten cents ad-
mits any adult, or this coupon
and five cents admits xiy
child, to see (serial naitie) at
(theatre name). Regular price,
without coupon (price)." Give
these out for first two epi-
sodes. Have at least 1.000
printed, or more according to
si/e of house.
Third Rothacker Unit
To Be Built in N. Y.
(Special to Exhibitors Herald)
NEW YORK, May 23.— Arrangements
have been made by Watterson R. Roth-
acker to start construction of the third
laboratory in the chain at New York this
summer. Plans for the new plant are
now under way.
While in New York recently, Mr.
Rothacker addressed the National Asso-
ciation of Manufacturers on the subject
of motion pictures in connection with
foreign commerce.
Manager Fined $10
For Sunday Opening
(Special to Exhibitors Herald)
WABASH, IND., May 23. — William
Dickson, one of the managers of the
Eagles theatre here, was found guilty of
Sabbath desecration by a jury in the
Wabash circuit court. He was fined $10.
The prosecuting attorney has said he
will not prosecute other lines of business
open on Sunday because they have be-
come lawful "through long-established
custom."
Houdini Awarded Share
Of Profits in Picture
(Special to Exhibitors H:rald'
NEW YORK, May 23. — A verdict of
$32,795.18 was awarded Harry Houdini by
a Supreme court jury before Judge
Delehanty against Benjamin A. Rolfe of
Rolfe's Musical Review, Harry Grossman
and Octagon Films. Inc., for one-half of
the profits of "The Master Mystery," in
which Houdini starred.
Capitol Theatre Ball
Team Issues Challenge
(Special to Exhibitors Herald)
NEW YORK, May 23.— S. L. Rotha-
fel has organized a baseball team com-
posed of the staff at the Capitol theatre.
Arrangements are being made for inter-
city games, invitations having been ex-
tended to Balaban & Katz, Ascher Bros,
and other exhibitors.
Injunction Against
Blue Law Is Sought
(Special to Exhibitors Herald)
AMES, I A., May 23.— Theatre inter-
ests are seeking an injunction restraining
the city from enforcing an ordinance
prohibiting Sunday motion pictures
pending an appeal to the supreme conn
Chief Justice Stevens has the matter
under advisement.
Central Amusement's
New House Completed
(Special to Exhibitors Herald)
INDIANAPOLIS. IND.. May 23.-
Charles M. Olson, head of the Centra
Amusement Company, has announced
that tin- new Apollo theatre. Indianapolis,
will be opened Saturday, May 27. James
Kennedy will manage it.
MONEY MAKING IDEAS
Which Have Been Used Successfully by
Exhibitors to Build Up Their Patronage
THE THEATRE
10F PRACTICAL
There's
Money
In It
ARTICLE III
THEATRE FACTS ARE
of permanent interest.
Witness size of headlines
denoting newspaper
stories of theatre events,
usually unt avorable. Wit-
ness, also, special editions
published to mark theatre
openings.
THEATRE DATA OF
exceptional public interest
is presented in a com-
prehensive compilation of
special material assembled
by "Theatre Equipment"
and presented in this issue.
Theatre growth, history,
ventilation, organ con-
struction, illustrated,
building activity, are fea-
tures included, all of such
character as to permit of
conversion into readable,
interesting newspaper
matter.
FOR YOUR OW N
profit — read this issue of
"Theatre Equipment" in
its entirety. For the good
of the theatre submit it to
the motion picture editor
of your newspaper.
frT- '7? r^rr:7r^T:;"-rr;":T2""o " ■
Lobby Auto OW
Big Money Maker
Herbert W. English, Pack theatre, Asheville, N. C, writes:
"I am enclosing you a copy of 'Pack News' boosting an auto show
prcmcted by the Asheville Auto Trade Association and running for two
weeks.
"The affair is going fine and it is seldom such a stunt is pulled in con-
nection with a theatre.
"Ten cars are shown at a time, three days, the show running for two
weeks, showing in all forty cars.
"The association did all the advertising and the 'Pack News' was is-
sued two weeks in advance."
IX THOSE few lines and in the
enclosed copies of the theatre
newspaper, one of which is repro-
duced herewith. Mr. English pre-
sents to readers of this paper an
idea worth the money equivalent of
two prosperous box office weeks.
There is no city in which the de-
scribed enterprise may not be dupli-
cated.
In the smaller cities there is not even
the possible obstacle of a general Auto
Show previously held. In the larger
cities the neighborhood theatre will find
it entirely practicable to conduct an ex-
hibit on a neighborhood scale, co-oper-
ating with district distributors.
The newspaper published in Asheville
was splendidly composed. The first
page is shown herewith. All but one-
and-a-half columns of the second and
third pages carried automobile adver-
tisements. Automobile copy also occu-
pied more than three-quarters of the
back page. The first or announcement
edition of the paper was in black and
white. The second edition was in red.
THERE are manifold advantages to
be derived through adaptation of Mr.
English's excellent original. The motor
enthusiasts drawn to such an exhibit
are as a class financially equipped to
become valuable patrons. Unfortunately,
their love of the road commonly oper-
ates to keep them from the theatre.
A theatre motor show, bringing them
to the theatre regularly over a period
of two weeks, gives the showman an
excellent opportunity to win their per-
manent patronage.
The publicity gained, the actual ticket
sales effected and the incidental insti-
tutional advertising obtained are addi-
PACK THEATER. NEWS
Automobile Show Opens Monday May the Eighth
SHOW WILL BE STAGED IN PACK THEATRE LOBBY
pRO.NT page of the initial edition of the "Pack
News." announcing the Pack theatre's Auto-
mobile Show.
tiojial reasons for acting promptly upon
the suggestion offered in Mr. English's
contribution.
The Pack theatre lobby, as the picture
shows, is unusually deep and the cars
were readily accommodated. In many
cases the stage will serve as well. Else-
where other provision- may be made.
The progressive exhibitor will not find
space restrictions prohibitive of adapt-
ing the idea.
38
EXHIBITORS HERALD
June 3, 1922
RAY A. GROMBACHER'S "Peacock Alley" presentation, described by himself in "Theatre Letters." See third page following.
T
G
H
R
E
A
A
P
T
H
R
I
E
C
SAMUEL SIVITZ explains the above in "Theatre Letters.'
COMPLEMENTARY WINDOWS used with the above and described in "Theatre Letters.1
June 3, 1922
EXHIBITORS HERALD
39
HARTFORD, Conn., was told of the run
by telephone.
BUFFALO saw Shea's Hippodrome
dressed up like this.
BUFFALO car stops also advertised the
film.
ST. PAUL enjoyed prologue presenta-
tion of the play.
"Smilin
Through
A THEATRE REVIEW
"Smilin' Through," First National
attraction starring Norma Tal-
madge, has been accorded such
exceptional treatment by Ameri-
can exhibitors as to impart to this
chronicle of its theatre career to
date the aspect of a veracious
treatise on modern showmanship
technique. Incidentally, the re-
ception of the production bears
importantly on the subject of pub-
lic entertainment demand.
The following illustrated ac-
count of the picture's brief history
has been prepared especially for
this department by First National
Pictures, Inc.:
j~}ESPITE the fact that it has been
available for general booking
scarcely four weeks, "Smilin' Through"
has proven itself one of the biggest ex-
ploitation productions since the gentle
art of placing the picture before the
public became an integral part of the
industry.
Retail merchants have contributed
windows artistic in design, suggestive in
purchasing qualities and helpful to the
theatres with whi-h they cooperated.
Attractive lobby displays and pro-
logues have been built around the
theme of the story, centering, for the
most part, upon the quaint English gar-
den wall and settings that form the
background for some of the most senti-
mental and appealing incidents in the
photoplay.
Striking cutouts and photographs of
Norma Talmadge have beautified many
a window. In some instances the cut-
outs of the bridar costume have been
used by retail merchants to good ad-
vantage to announce a premature dis-
play of raiment for the June bride.
The exploitation on "Smilin' Through"
has done mor? than simply help the local
exhibitor. It has pointed out new me-
diums for placing the picture and the-
DAVENPORT used radio, broadcasting
the song number.
MINNEAPOLIS windows visualized the
garden scene.
SCHENECTADY read window and
street announcements.
40
EXHIBITORS HERALD
June 3, 1922
atre before the public and has estab-
lished several new milestones of
exploitation history.
Rotary clubs generally have been
quick to- adopt the suggestion of a slo-
gan : "Let's go 'Smilin' Through' 1922."
The Omaha Ad Club used it exclusively
as its watchword for the initial get-to-
gether dinner of the spring. In Pater-
son, N. J., the chamber of commerce has
incorporated this message in its letter
to its members and urged them to bear
it in mind and cooperate with the Regent
theatre which showed the picture.
Police Lend Aid
Schenectady, N. Y., policemen took up
the cry with a new angle. The huskies
of the traffic squad painted white letters
on the pavements: "Let's Go 'Smilin'
Through' Schenectady." Painted at 30
prominent street intersections the sign
could not help attracting the eye of
passersby.
Public service corporations found it
to their own benefit to utilize the" title.
The telephone company of Hartford,
Conn., cooperating with the Princess
theatre, has- small cards of "The voice
that goes 'Smilin' Through' wins"
printed. There were circles cut out in
the center so as to fit directly over the
mouthpiece of a telephone. These were
placed on all public booths and above
the switchboards of the exchanges.
Street Signs Used
Public service cooperation took a dif-
ferent form in Buffalo, where, in con-
junction with Shea's Hippodrome, the
street car company used the "Smilin'
Through" signs. A raised platform is
located at every prominent street car
stop and roped off. The sign "Go
'Smilin' Through' the doors" was hung
on these ropes. They brought the pub-
lic's attention to the picture and in-
creased good will for the public service
corporation.
In Davenport, la., the Capitol theatre
utilized the radio fad as a means for
arousing interest. A prominent Chii ago
soprano sang to radio audiences, mixing
the strains of "Smilin' Through" with
announcements of the pictures: and the
story was worth several inches in the
local papers.
Music Windows Plentiful
Ed Myman of the Brooklyn Strand,
the Strand theatre of Cincinnati, the
State theatre of Minneapolis, and the
Strand theatre of Schenectady were
among the leaders in fully developing
the tie-ups with music stores that the
title suggested. Cutouts, of the star,
with the caption "Smilingly yours," or
reproductions of the garden scene were
effective mediums for arousing public
interest. The State theatre of Minne-
apolis transferred its garden scene set
bodily to the inside of a window and
made one of the most pretentious dis-
plays a retail store had ever known.
Theatre fronts can be done over and
over again without much variation and
still attract attention; but the trellised
garden effect that marked the majority
of those on "Smilin' Through" was dis-
tinctly refreshing. Shea's Hippodrome
of Buffalo and the Princess of Hartford
both embodied this idea in their lobby
display with one essential difference.
While the Buffalo playhouse carried its
title in electric lights the Hartford the-
atre had the letters of the title hand
painted on the woodwork of the trellis.
Also Garden Prologues
Ed Hyman and the Capitol theatre of
St. Paul both stressed the garden set
in their prologues — both being wonder-
fully effective in bringing the audi«nce
into an appreciative mood for the fea-
ture picture. There is an interesting
study in the two examples. The Brook-
lyn stage set features the sentimental
side of the picture more, with the grav
haired man and the distant landscape
of green hills, blue skies and reclining
valleys. The St. Paul setting laid more
emphasis on the note of jollity, the
garden scene, the company of singers,
the soloist with the banjo — all suggestive
of Maytime, the era of youth and hap-
piness.
At the Circle theatre, Indianapolis, an
entirely different idea was executed in
the prologue of talented niano players.
With exquisite draping and harmonious
music the act formed a fitting fore-
runner to the feature picture and
marked a deviation from the garden
scene. In his campaign for this picture
Mr. Liebler went to every resource to
see that the public knew of the picture.
He had a staff of ten girls operating
the telephone extensions every minute
of the day for a week in advance of the
showing to let the patrons of the Circle
know what was coming. It was simply
an invitation to come "Smilin' Through"
to the Circle with the assurance that
they would go out the same way.
Onlv four weeks! Exploitation his-
tory has seldom, if ever, been recorded
in so short a time. At best, "Smilin'
Through" has only begun its theatrical
existence and the probabilities are that
before the picture has satisfied the de-
mands of a theatre-going public even
newer ideas ajul examples in the way
of exploitation may be expected from it.
"Syncopated
Screenlets"
Wendt Stunt
Harold F. Wendt, managing director
of the Rivoli theatre, Defiance, O., con-
tributes the following description of his
"Syncopated Screenlets," an adaptable
stunt.
,"\/TEMBER what business was done
11 on the "old time movie show?"
Th,e fans liked it. Now, eliminate the
"razz" and take up just a portion of
this old time show and use it as a regu-
lar feature of your show!
What part? The illustrated song.
Adopting it as a sort of filler, I started
featuring it after the first day. The
reason? Well, as long as I have been
operating this house, I have found that
the fans of this town "sit on their
hands." We appreciate that we should
not applaud pictures, at least from a
sensible standpoint, if not from one of
a sudden outburst of enthusiasm, but
as it is "being done" in most cities, I
felt something missing.
* * *
The fans ate it up. The vocalist pos-
sessed a real voice and is well known
in this city. Both of these facts helped,
while the former was positively neces-
sary.
I coined a name, Syncopated Screen-
lets, and played up the song in all ad-
vertising, running the different songs
as "editions."
Use plenty of care in choosing the
numbers, and mix them up, first offer-
ing a ballad and then perhaps some
rag' • mJ1
Here's a sure fire novelty which will
be a great help to those houses trying
to keep up the quality and quantity ot
their shows, and still cut their expense
By using the title slide on the screen
while the orchestra plays a verse am
chorus, the audience quickly familiarizes
the number and will be found to hun
and some even sing the number, with
the paid vocalist.
* * *
For those who wish to obtain a lis1
of numbers, I would suggest getting ii
touch with the Fowler Studios, Cham
ber of Commerce Bldg., Los Angeles
Calif, (not adv.). This firm will furnis!
the music along with the slides.
I found that the numbers soon be
came the hit of the town and that evet
the opposition houses soon featurei
them. Local song shops will be glac
to cooperate with window displays foi
the theatre, although you are no
"plugging."
A Meyer Idea
IDEAS reported by Fred S. Meyer, Pal
ace theatre, Hamilton, O., arc in som
strange way distinctive. Possibly it i
because they arrived in unbroken sue
cession, week after week, or because littl
or big, they arc typical of the showman
Doctors and dentists, everybody,
knows, permit their offices to In-com
cluttered with ancient periodicals. Meyc
wondered why, found out that vvaltini
patients have a habit of carrying awa
with them new magazines available, an
solved the professional men's difficult;
by arranging to provide each week cop
ies of the Hamilton house organ rubbe
stamped "Do Not Take From Tin
A
June 3, 1922
EXHIBITORS HERALD
41
THKATRE EDITOR,
Exhibitors Herald.
'Dear Sir:
Vcni will please find enclosed photographs
lof otir prologue on "Peacock Alley" with
Mae Murray. Again the picture does not
do justice to the magnificent lighting effect
on our set.
,"In the way of explanation, the dancer
;was enclosed in the set piece shown in the
renter. We opened the prologue by throw-
ing a colored spotlight on the peacock at
•:he top. After changing the color several
imes a very dim ray of light came up
:rom the bottom, shining on the dancer,
naking a very beautiful glistening effect.
\Ve then opened up the set piece to the
eft and the peacock to the right with a
potlight on each. Immediately after this
,ve opened up a full amber light on the
,et piece, the dancer moving to different
')oses as the colors changed, the lights be-
ng changed in time with the music.
After showing this set piece with four
>r five colors our entire stage was lit up
nd the dancer stepped out on the stage
nd did a jazz dance similar to that of
■lae Murray in the picture. As a finale
he dancer picked up from the left a vic-
nist and a saxophone player dressed in
-ixedos. also similar to the picture. They
id a dance across the stage, after which
le dancer finished her dance and returned
i the set piece. We faded out our lights
l the same manner as we did to bring the
ancer in, closing the curtains and grad-
Ully fading out all lights to darkness.
At every performance the applause was
■ great that it was necessary for the
ancer to give an encore, at which time
:e would strike off the set pieces and go
ght into the picture. The dancer's name
as Annabelle Moore Stimson, a dancing
•acher of Spokane and a professional.
For the information of the exhibitor who
ould care to know how we produced this
ologue : The set piece was made with
hristmas tinsel. A bunch light was placed
a box with a plate glass, one inch thick.
• er the bunch light for the dancer to
stand on, the bunch light having a frame
to change colors. '
"Peacock Alley" was one of the best pic-
tures of the year, a real audience picture,
everybody being satisfied and our box office
proved that it was one of the biggest at-
tractions so far this year.
We open up next week with Mae Murray
in "Fascination," putting on a prologue that
will not call for a photograph. Trusting
the above may be of some value to the
trade, and with kindest regards, we re-
main
Yours very truly,
Ray A. Grombacher,
Liberty theatre, Spokane, Wash.
*
DEAR MR. GROMBACHER:
We really thought hie had covered "Pea-
cock Alley" exploitation quite thoroughly
when we published the Theatre Review of
the picture in our May 13 issue. All of
which goes to shew that the American the-
atre and its direction is a wondrous thing
to contemplate, an inexhaustible source of
surprises and therefore thoroughly healthy.
In fact, we consider your letter and pho-
tographs of greater value to other showmen
who will use the picture tlum that exhaus-
tive resume. You give the constructional
details, the essential mechanics, that the
survey necessarily omitted. And your pre-
sentation undoubtedly ranked with the best
of those recorded. Thanks for the contri-
bution. But 'why wasn't "Fascination"
treated in similar manner/1 It seems to us
that the bull ring episode, or Mae Murray's
El Torro dance, provided ample sugges-
tion. What was lacking.' Will you set us
right!'— W. R. W.
* * *
THEATRE EDITOR,
Inhibitors Herald.
Dear Sir :
I am enclosing photographic copy of ex-
ploitation used on "Smilin' Through."
Thanks to the originality of Jerome Cas-
per, Managing Director of the Rowland
and Clark theatres, we were able to exploit
this picture as none other has ever been
exploited in this territory. Expense meant
little to us. Huge shadow boxes, nine feet,
six inches were erected and were artistic
in design. Department stores, who never
before cooperated with a theatre, vied with
one another for display honors. All these
shadow boxes were illuminated and proved
most effective.
The cut-outs were well done and at-
tracted unusual attention. Especially de-
signed cards profusely illustrated and ad-
vertised the player rolls and records of
"Smilin' Through."
It was one of the best campaigns ever
put over in Pittsburgh. The result was rec-
ord business.
Thanking you for any display that you
might give the enclosed I am
Sincerely
Samuel Sivitz,
Rowland and Clark theatres,
Pittsburgh, Pa.
*
DEAR MR. SIV1TZ:
Elsewhere in this issue you will find a
Theatre Review of "Smilin' Through."
Your contribution is a notable complement
to thai valuable collection of material.
The competitive spirit displayed by the
department stores impresses us as worthy
of special attention and cultivation. It is
not illogical to assume that this might be
developed to such an extent as to almost
tut a premium on theatre cooperation, a
condition naturally conducive to the crea-t
tion of better window displays and, of
course, bigger returns for the box office. —
W . R. W]
Laurence Stuart
Announces First
Theatre Hostess
A new and important step forward is recorded with the announcement
of the first theatre hostess, employed by Laurence F. Stuart, managing
director cf the new Hope theatre, Dallas, Texas. The following explana-
tion of the innovation merits the attention of every progressive showman.
(Special to Exhibitors Herald)
Have you a hostess at your theatre?
If vou haven't, you're a step behind the procession.
Earlier in the history of the motion picture theatre, a hostess might
have been considered as much of a luxury as two projection machines
were once thought to be. Now it's a poor theatre that doesn't sport a
pair of projectors ; and the famous old slide, "One Minute to Change
Keels," has passed into the limbo of forgotten things.
The hostess may not yet have arrived at that status of indispensability but with
the rapidly spreading realization on the part of live showmen everywhere that any
theatre that has the women on its side has a majority, the hostess must come to be
considered quite as indispensable as the house manager, the orchestra leader, or the
projectionist.
Taking time by the forelock and stepping forward to set a precedent in the south-
west at least the Hope theatre, which opened in Dallas during the last davs of April,
has incorporated a hostess into the theatre staff, and it is the forecast of J. D. Wil-
liams, Managing Director Stuart, and other executives of the theatre, that the hostess
will prove to be a vital and pivotal factor in the success of the Hope in winning the
support and affection of the citizens of the Texas metropolis.
1 • 1. -.. *••* •* 1
In the events attendant upon the nooning of the Hope theatre, the Hope Hostess,
who on this occasion was Mrs. Grace Wynden Vail, played an important part in secur-
42
EXHIBITORS HERALD
June 3, 1922
J^OBBY of the Hope theatre, Dallas, Tex., showing Mrs. Grace Wynden Vail, first theatre hostess,
entertaining feminine visitors. For details of the theatre hostess' duties see accompanying story.
ing the sympathetic attention of the leaders of Dallas women's activities in the occa-
sion.
Over her own signature, the Hope Hostess addressed personal letters to the
president of the Girls' National Honor Guard of Dallas, the officers of The Mothers'
Council of Dallas, and of the women's clubs, inviting them to be present at the private
review of "Stardust," the Hope Hampton feature which opened the theatre named in
honor of the star. Stress was laid upon the fact that Miss Hampton is a Texas girl,
and that she would be present in person at the private showing, to meet the invited
guests.
Immediately following the opening the Hope theatre management began to lay
active plans to make the house the center of a gala celebration of Mothers' Day,
Monday, May 15, and City Federation Day the same Wednesday.
* * *
In conference with Mrs. W. H. Carson, of the Federation of Women's Clubs, and
the Mothers' Council, Mrs. Eugene Bagley, Mrs. George Francesco, Mrs. J. H.
Brower, Mrs. Emma Wynne Ballard of the Mothers' Council, Mrs. P. P. Tucker,
president of the Hope Cottage Association, and Mrs. Mamie Folsom Wynne, editor
of the womans' page of the Dallas Dispatch, the Hope Hostess was able to formulate
an impressive program for the observance of these days by the presentation of a
special series of appropriate features during the week at the Hope.
Following the conference, the leaders of Dallas social and civic life were addressed
with one of the two special letters, the results of which in attendance and interest,
completely vindicated the faith that the theatre management had placed in the value
of the hostess to an institution of the type represented by the Hope.
These are but two of the important roles that can be played by an intelligent and
enterprising hostess, with womanly tact, in the varying and complicated drama of a
theatre's success.
* * *
J. D. Williams, president of the J. D. Williams Amusement Company, the owners
of the Hope theatre, has spared no pains to make the Hope stand for everything' that
is clean, beautiful and progressive in entertainment, to the end that the Hope shall
become the full realization of its slogan, "A Dallas Institution."
In this Mr. Williams is ably seconded by the theatre staff, headed by Laurence F.
CBuddy) Stuart, as managing director. The other members are Thomas Brulatour,
treasurer of the house; Graham Harris, musical director; Lester Harris, assistant con-
ductor; Louis Faucher, assistant to the managing director; Leon Dickson, stage man-
ager; Ernest Matthews artist; Lula Lea Strong, cashier; Sadie Morris, cashier; Lysle
Humphrey, chief usher; Mabel E. Bowen, secretary to the managing director; G.
Borre, concert organist.
If you haven't considered or investigated the possibilities of a hostess at your
theatre you may find it an effective policy for refreshing and reviving the interest of
your townspeople in the doings at your theatre.
Know These Men
UNDER the heading, "First National Launches Nation-Wide Exploitation Sys-
tem," in the May 27 issue of this paper, the names of 29 theatre service men
were listed. Add these to the ranks of Paramount "exploiteers" and men engaged
in similar work for other producing and distributing companies and you have
a formidable array of theatre helpers.
Know these men.
It is their business to help you.
It is good business for you to help them to do so.
It isn't necessary to concede that they "know more" than you do, or that they
can "tell you anything about showmanship." That's beside the point.
Mutual assistance is the essential consideration.
Mutual profit is the result.
Cooperation is the means to that end.
WITTY NONSENSE, for some occult reason, seems to be believed expected of
them by newspaper people conducting "fan" columns. Most of their product is not
witty and much of it is nonsense of mischief-making character. Much misinformation
is dispensed under guise of humor. .... , . j
All who deal with column writers, the studio or headquarters people who send
them material and the exhibitors who meet and come to know them, with very little
additional effort can bring about a reduction of this tendency by supplying accurate
data. The motion picture long ago passed the "joke" stage and it is time the fact was
recognized.
Genuine Snap
GENUINE snap, not the kind that
is attempted in uncouth phrases,
slang, trick English or ineffective cari-
cature, was attained by Harold B. Frank-
Shea's
SHEA'S ">&v.
H I PP
&No F*RK
Lloyd Associated Exhibitors comedy,
"A Sailor Made Man." The reproduc-
tion presented herewith is almost exact
original size. We regard it as one of
the most effective uses of spot and arrow
that we have seen.
Three program elements, each import-
ant, are treated in the copy. Through
skillful arrangement of matter Mr.
Franklyn has succeeded in giving each
prominence and, at the same time, mak-
ing certain that no element of the pro-
gram could be overlooked.
Thirty words of copy look like about
ten.
That's snap!
Trick Writing
rTf RICK writing, which includes trick
set-up, layout, type arrangement, etc.,
is, although not all understand it to be
such, "trick" in more than
one sense of the word. In
more than a reasonable pro-
portion of instances advertisements
in which it is a predominating ele-
ment it succeed only in catching
attention. It
doesn't sell any
tickets, except in
the minority of in-
stances when the copy
is strong enough to
overcome the difficulty imposed
upon its reader. Generally, as in
the present case, attention is caught
and a partial or complete reading is
brought about. It is apparent on the
face of it, however, that good copy
doesn't require trick make-up. This may
or may not be good copy, hence we may
or may not be breaking our own rule in
your opinion, but the point is made clear,
which' is the purpose of this typographi-
cal outrage.
A Right Idea j
Newspicture editions synopsized in |
"Newspictures," this issue, include scenes
of the M. P. T. O. in convention at Wash-
ington and representatives at the grave
of the unknown soldier at Arlington
Cemetery.
It has not always been the custom to
regard events in the motion picture in-
dustry as news and give them news treat-
ment.
Inclusion of such matter is obviously
a right idea.
Summer Stuff
Much Summer stuff will appear in
these columns in the next few weeks.
It's vital business literature.
The first story appears this week under
the head, "Sheik's Wife's Summer Fea-
ture."
Begin at the beginning.
June 3, 1922
EXHIBITORS HERALD
43
A Popularity
Contest With
No Bac^Fire
JOSEPH GOLDBERG, Kentucky the-
) atre, Louisville, conducted a Tal-
nadge Sisters' popularity contest of ex-
eptional character in exploitation of
Polly of the Follies" and "Love's Re-
emption," First National _ attractions
eaturing Constance and Norma Tal-
-iadge respectively, using the two-column
dvertisement reproduced herewith in
onnection with the enterprise.
No' prizes were offered. No tie-ups
/ere included, with their possible entab-
lements. There was, in short, no possi-
ility of a back-fire of any nature.
kNE of the "GUh Week" windows used by the
Zenner-Bradshaw department store, Hunting-
n. W. Va.
Huntington s
"Gish Week"
Real Novelty
FRESH note characterizes the news
*■ of "Gish Week," celebrated by the
nner-Bradshaw department store, Hun-
gton, West Virginia, when D. W. Grif-
f's United Artists production, "Orphans
the Storm," was in engagement at the
ppodrome theatre. We do not recall
i exactly parallel event.
The week before the opening of the
picture special windows were installed,
using costumes of the type worn by Dor-
othy and Lillian Gish in the photoplay. A
reproduction of one of these is given
herewith.
The "Gish Week" was announced for
the week of the run, and Gish Taffeta,
Gish Hats, Gish Shoes, etc., were featured
in the store's advertising. The newspa-
pers considered the event of news import-
ance and devoted several items to it.
Summer Is
Here. Get
The BreaJ^
Summer is here.
The counter pull of Summer amuse-
ments will be felt shortly at the box
office.
The theatre that gets the break, mak-
ing first bid for Summer trade, will feel
it least.
Get the break.
rF HE lattice front, dependable vet-
eran, has made its appearance.
Whatever other seasonable measures
are contemplated, it is well to include
l Dayt Left!
f See Trot Splendid Picture
TODAY - TOMORROW
'TALMADGE SISTERS" WEEK
"KENTUCKY"
WHOM DO YOU UKE BETTER?
SST TALMADGE?
Here »r- m •ueptioB*I!r - .- Tint Natwoal " pleura
•n *bKB r*-» (»» ><*df* the ctpabdftm of C«R*unc« »4
*.«rma T«lm*d»- Afl*r *Misf them «e^b«ll*»« JOB
Two Famous Tnlraadge Girb
bnaa 'hi. balUx to Utt Keattnck) Th*at«r Ml Ular ■
THANKS FOR VOL'S TROUBLE We kno* b*U> TaU
tuier* arv popular "Kealutij The*ur" au-
dtesccs. hot -e mM Ukr to kaom mho a KOBE pop-
NORMA TALMADGE
THURSDAY
FRJDAY
, , ™ SATURDAY
Love s Redemption this week
use of this device. You know it's
good.
The photograph reproduced above
shows the front installed by B. B. Gar-
ner, Casino theatre, Lakeland, Fla., for
the Paramount production, "Her Hus-
band's Trademark." Constructed by a
showman whose Summer continues prac-
tically around the calendar, it serves ex-
cellently as a model for exhibitors more
fortunately situated as regards weather
conditions.
The photograph tells its own story of
the lattice front's potency.
REPRODUCTION of two-column ad. used by
Joseph Goldberg, Kentucky theatre, Louis-
ville, in his Talmadge Sisters' Week Contest.
^IGHT view of Shea's Hippodrome, Buffalo,
showing billing of Fontaine Fox comedy.
Newspaper Is
Theatre Aid-
Occasionally
THE nursery classic, "When she was
good she was very, very good, etc.,"
might be paraphrased neatly but point-
Iessly in speaking of the modern news-
paper. But, as with the little girl, it
should not be forgotten that occasionally
the newspapers are indeed "very, very
good."
The Buffalo Courier, for instance, pub-
lishes the Toonerville cartoon strip and
obligingly carries a line announcing the
runs of Educational's Toonerville Come-
dies at Shea's Hippodrome. That makes
it convenient for the theatre to herald the
short subject in sign lights, which it does
in the manner shown above.
44
KXHIBITORS HERALD
June 3, 1922
"Sheik's Wife"
Summer Feature
Summer is at hand.
Vitagraph has published the "Sheik's Wife."
"The Sheik's Wife" was exploited by the American theatre, Denver, in Summer
shion and with Summer materials.
A convenient and timely coincidence.
Morvich-Star
MORVICH. winner of the Kentucky
Derby, gives a perfect performance
in his first motion picture, published last
week under various titles. As a news-
pictures star he deserves big type.
The Chicago Evening American, May!
19, carried a story of about three inches
announcing arrival of the International
News edition containing the race pictures
and its exhibition at Chicago theatres.
If you use newspicture views of the I
race newspaper space used in advertis-
ing the attraction will pay a profit.
A good feature on which to test news*
oicture advertising.
AC
two phases of the American theatre ex-
ploitation of the picture. Both are of such
character as to permit of ready duplication
by any showman anywhere.
The street stuff is especially simple. A
horse, a rider in turban and robe, a banner.
Horses are plentiful, despite the fitfully
voiced alarm in their -behalf. Turban and
robe may be made up at very little expense
from materials obtainable of any dry goods
dealer. Cards are always at band.
The ushers and other attaches may be
provided with costumes by the same
method. And for lobby and interior dec-
oration similar material may be used in
connection with cutouts made from the
paper supplied with the picture. If striped
awning material is a part of theatre equip-
ment, as it is in many cases, this may also
be worked into the scheme of things nicely.
All of this is ideal Summer stuff.
The awning note, the suggestion of the
desert, the implied character of the picture
itself, all combine to produce an effect
especially attractive to theatregoers in Sum-
Patrons Supply
Laugh-O-Grams
PATRONS of Barbce's Loop theatre.
Chicago, are reported active in re-
sponse to the management's recently
advertised invitation to patrons to sub-
mit jokes for screening as "Laugh-O-
Orams." The best jokes are made up in
film and exhibited, with names and ad-
dresses of contributors, frizes arc given
trie latter.
The name is copyrinhtcd by the Master
Advertisers, a Chicago concern, it is
stated.
"HE effectively ridiculous quartette shown above figured in the genuine "circus stuff'
interests of "Foolish Wives" during its exploitation in the Chicago territory.
used in th
"C1
'I RCUS it," frayed admonition of
vigorous exploitation sponsors,
was literally construed and acted upon
by Ralph O. I'roctor and W, E.
Hill, directing the advertising campaign
for (JniversaPs "Foolish Wives*' in the
Chicago territory. The Sells-Floto
shows, in a four weeks engagement at
the Coliseum, was the circus selected.
Arrangements were made with the en
ens management by the terms of whie
the flapper burlesque illustrated aboi
was enacted at afternoon anil evenffl
performances for ten days, carrying tl
of the picture before an estimate
, of 85,000 persons.
The act was also incorporated in w
street parade, which was given twice du«
ing the engagement.
title
total
June 3. 1922
EXHIBITORS HERALD
45
There Is Money in Paper
And It Can Be Collected
This is a story of good paper.
Coincidental receipt of rare photographs make it possible
to present it with exceptional illustration.
"There is money in paper and it can be collected" is the
moral.
If you do not like to read, study the photographs and
irrive at the same conclusion.
That is the essential thing.
This picture shows the front of the Peoples theatre at
ortland. Ore., as it was presented to the citizenry during the
in of D. W. Griffith's production, "Orphans of the Storm,"
hich is distributed by United Artists Corporation.
The paper issued by United Artists in connection with the
cture is the only matter used in the display with the ex-
ption of the sign bearing the name of the producer.
Any exhibitor in the United States who uses the production
In produce practically the same frontal display.
This is a night photograph of the Peoples theatre, Portland,
J e., showing the waiting line which the display designated
xhibit A" brought to the theatre. The flashlight was not
Snciently powerful to include the end of the line.
There was, of course, other advertising. The Peoples
' njgement is very thorough in its methods. Yet the fro.ital
l*ut figured in the excellent result here pictured.
Note the performance time chart dimly visible in about the
c ter of the photograph.
This picture shows the front of the Central theatre, New
York City, as decorated for the exhibition of "Lady Godiva,"
an Associated Exhibitors production based upon the poem of
Lord Tennyson. Andrew J. Cobe, manager of the theatre,
constructed the display, relying chiefly upon stock paper issued
with the feature.
The central figure, very attractive, is the 24-sheet, slightly
embellished. The scene depicts Lady Godiva riding through
the streets of Coventry. Peeping Tom is also visible, in the
window.
Any showman can practically reproduce this effect when he
exhibits the picture.
This is a night photograph of the Central theatre front,
showing the condition of the street in mid-evening. A note on
the back of the photograph states that the theatre was filled to
capacity when this picture was taken and adds that this scene
was repeated nightly throughout the run of the attraction.
In this case, also, other advertising was used. But in this
case the front also figured importantly, especially in view of
the fact that pedestrian appeal in downtown New York is of
greater moment than in Portland, Oregon.
The pictures tell their story very well.
They make it very clear that paper issued with motion
pictures possesses great money-making properties. They show,
also, how these properties may be made to bring money to the
theatre box office.
The moral, of course, applies to any attraction and its paper.
"There is money in paper and it can be collected."
LORD TENNYSON ' S
46
EXHIBITORS HERALD
June 3, 1922
NEWSPICTURES
\JLTITH a view to giving the exhibitor a better understanding of the importance of the
YV News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
THEATRE LEADERS ENDORSE
"NEWSPICTURES" CAMPAIGN
EVERYONE
DOES ONE
OF THESE
Everybody writes one of these some
time.
Every new thing has one or more
of these written about it.
Newspictures, new in the exploita-
tion sense, precipitated perpetration
of the following.
If you need house organ copy, or
if your newspaper conducts a motion
picture department, its publication can
do no harm and may influence read-
ers of a certain typv favorably.
THE NEWSPICTURE
I am the Newspicture.
I transport you in a chariot of light to the
birthplaces of adventure and romance.
I give you world vision.
I am travel, study, immeasurable wealth,
at your service.
I demolish distance.
1 speak the universal language of sight.
I am your passport and your instant con-
veyance to the far flung sectors of Civi-
lization's advance.
I am your self, endowed with infinite pres-
ence.
I am the Newspicture.
* FINAL EXTRA *
PATHE NEWS, No. 39: New York Police
Gun Fires 1,000 Shots per Minute — Texas Tor-
nado Kills 10 and Injures 50 — African Gorilla
Arrives in New York — Princess Mary and Hus-
band Appear in Public at Aldershot, England —
Danish Ship Fights Heavy Sea in North Atlantic
— Labor Demonstrations in Berlin — "In the Lime-
light"— Pathe News Congratulates Joe Cannon
on 86th Birthday — Pathe Cameraman Flies Over
Victoria Falls — Territorial Specials. No. 40:
Chile and Peru Representatives Settle Boundary
Dispute at Washington — Cavalry Maneuvers at
Monterey, Cal.— "Here and There" — Gold Star
Mothers Decorate Unknown Hero's Grave — Ger-
man Ambassador Reaches America — Moryich
Wins Kentucky Derby — Territorial Specials.
No. 41: Sailors of U. S. Destroyers Visit Greece
— New York Firemen Demonstrate Training —
U. S. to Continue Military Occupancy of Haiti —
"Here and There" — Butte Students Paint Moun
tainside — Wisconsin Girl Hears by Touch — Tulip
Time in Holland — S. S. Majestic, Queen of Seas,
Docks at New York — Genoa Conference Ends —
Cartoon — Northwest Prepares for Big Apple
Crop — Territorial Specials.
SELZNICK NEWS, No. 1040: Washington
Society Attends Horse Show — Ex-President of
France Buried with Honors at Paris — New Dance
(Concluded on page 95)
Prominent Showmen North, South, Eas<
and West Back NeWsfilm E xploitatior
The "Herald's" advocacy of newspictures exploitation as a money
making proposition has brought from showmen commonly looked upoi
as leaders endorsements characterizing it as a distinguishing attainmen
in the field of service journalism.
Letters from every point of the compass, some of which are repro
duced herewith, signify general agreement among successful exhibitor
as to the accuracy of this department's analysis of present news ree
treatment and the attendant conclusion that theatre intake and profi
may be materially increased through its improvement.
Clearly defining the status of the newspicture in their respectiv
localities and contributing invaluable suggestions for the betterment o
newsfilm exhibition and exploitation methods, these showmen perfom
a business service vital to the universal theatre.
By E. V. RICHARDS
Vice-President and General Manager, Saenger Amusement Co., Inc.
NO OTHER unit of Saenger presentation receives any greater degre
of attention than the news weeklies. I look upon them as ters
photo-editorials of intense public moment, whether it be in the realm c
science, the death of a noted ruler, or the smoldering ruins of a gres
catastrophe. At different intervals we make it a circuit policy to localiz
their interest that will directly affect or benefit the particular communit;
We strive to accentuate their action, by vivid impression of music and effec
that heighten the spectator's senses, but never to allow them to rise above the
level to jar an audience.
The news weeklies may not, in comparison to comedies or features, posse;
similar monetary value; but no showman doubts their value as visual ambassadoi
of good will, as the illiterate or the learned can satisfy their search with u
world in review before their eyes.
By HAROLD B. FRANKLIN
Shea Amusement Company, Buffalo, N. Y.
THERE is no question that the development of the news reel is a vei
important unit in the making up of any motion picture entertainmen
and the introduction of your "Newspictures" department is another sti
forward in having exhibitors realize the great importance of the sho
subjects that are shown on their program.
Too frequently the news reel is merely considered as a necessary evil by mai
exhibitors. I have seen an audience at Sam Rothafel's wonderful Capitol theat
in New York demonstrate in wild acclaim over a news motion picture. In tac
is the opinion of the writer that you can always determine the calibre ot ti
theatre by the short subjects and how they are presented.
It is in these subjects that true showmanship is given an opportunity, A"
it isn't necessary to have a tremendous orchestra to achieve proper .musical a
companiment. I have known many instances where men came to a theatre pr
cipally because of the news reel. And a little more than ordinary attention to tr
portion of the program would prove of great assistance to any theatre.
By CHARLES G. BRANHAM
Department of Theatres, Famous Players Canadian Corp., Ltd.
AM glad to sec that Exhibitors Herald is getting behind the ne\
reel. You cannot give it too much publicity, for the news is the dl
I
June 3, 1922
EXHIBITORS HERALD
47
little filler in the program. A theatre may get by without a news reel.
cago orchestra gave us an almost perfect
substitute.
At that performance about 5,000 per-
sons, including us, were saved the incon-
venience and expense of a trip to Louis-
ville. It cost each of us half a dollar.
But no one made much stir about the
thing.
It was just a newspicture.
that the patrons have looked for the news and have been disappointed when it was
not in the program.
A news reel is just as big as an exhibitor cares to make it. Many times one
little subject in the current events has done more to put over the show than the
feature and music combined.
The future of the news reel was never brighter and the time is near at hand
,vhen any house that does not run a news reel every week will be passed up by-
hose who are looking for the most worthwhile entertainment.
In all the theatres of the Famous Players Canadian Corporation Limited the
^athe News is being prominently featured in the programs. We are going in for
ocal stuff more and more, and each week finds our own camera men traveling
o the four corners of Canada to bring back interesting bits of film for the news
eel. Our department of theatres here in Toronto has its own camera man, who
s covering assignments every day.
By LOUIS K. SIDNEY
Managing Director Rivoli, Strand, his and Plaza Theatres, Denver, Colo.
[HAVE noted with a great deal of interest your "Newspictures" depart-
ment. I believe you have hit upon something that will be of inestimable
alue to all exhibitors. The news weekly is the real spice of the program
nd is of great be»efit to any theatre who will take advantage of putting
L over.
( Very recently I have had excellent success by featuring news weeklies. Two
ems in particular were the recent exploitation of the Fox News subjects, "Face
o Face With Japan" and "The Eruption of Mt. Vesuvius."
For years it has been my policy to edit a weekly for each one of our theatres,
rhich we gather from a number of current event weeklies, and our patrons have
^pressed their general approval of this interesting subject at all times.
I am very happy to see you inaugurate this department, and I wish you con-
nued success with the same.
By J. A. PARTINGTON
^California, Granada, Imperial and Portola Theatres, San Francisco, Cal. "
RELATIVE to promoting public interest in the news reel. I am firmly NK WS PICTURE S
X of the belief that you have hit upon a unit of our business that has
een sadly neglected. There is no question that in practically all theatres
le news weekly has been relegated to the position of a filler, notwith-
anding the fact that the audience invariably displays a keen interest
the weekly.
I think the introduction of your "Newspictures" department is bound to bring
it many suggestions that will be of value and I will be pleased to go into detail
lative to any suggestions that I may have to make.
BRISBANE
ON THE
NEWS
Arthur Brisbane, chief editorial writer
for Hearst newspapers, epitomizes news
appeal in the following introductory
paragraph to a recent editorial:
"'What is the news?' The world asks
it each day and the newspapers answer.
We become used to wonderful things, in-
cluding the fact that we can look over a
coffee cup into Peking, Rome, Paris,
Genoa. Washington, Chicago and Tim-
buctoo."
Xo less wonderful than that of the
newspaper is the "answer" of the news-
picture, dispensing with the fallible
printed word and substituting infallible
lens reproduction of events. Mr. Bris-
bane's crisp eloquence devoted to the
newspicture should produce a momentous
editorial document, beneficial alike to
press, public and theatre interests.
EARN CIVIC
SUPPORT
By THEO L. HAYS
general Manager, Finkelstein and Ruben Enterprises, Minneapolis, Minn.
^0 MY mind the news reel has always occupied a more prominent
» place in "movie" entertainment than exhibitors have realized. It is
e one picture that is above the criticism of "similarity" that we hear
often nowadays in the comment of our patrons. It is a timely reel,
sualizing in a graphic way important happenings in tune with world
ovement.
It is the one style of picture that challenges the interest of everyone, and this
nnot be said of any other reel. It offers admirable opportunity for special ex-
pitation, although as a rule it is not exploited to commercial advantage.
The writer has made it a habit to inquire from as wide a circle of patrons
: possible as to the type of picture or part of picture programs they most enjoy,
;d ninety-nine per cent of the replies are directed in favor of the news reel.
Newspictures merit but do not receive
civic support. Lack of exploitation.
In parading before citizens' eyes upon
your screen such events as the Raisin
Day celebration in California, the Tulip
Festival in Washington, both in editions
synopsized in this department last week,
the newspicture "advertises" civic pride
to your community more effectuilly than
your Chamber of Commerce, your civic
organizations and your newspapers com-
bined.
Tell your Chamber of Commerce, tell
your civic clubs and your newspapers,
and prove to them, as it is easy to do,
that your newspicture is their best -o-
worker.
JUST A NEWSPICTURE
At the Chicago theatre on the evening of May 18 we saw Morvich win
t i Kentucky Derby.
It was a great race.
The new wonder horse took the lead
a lost at the drop of the barrier, cut
ii o the rail and cantered the full dis-
t;ce with the easy grace of a grey-
« ind.
Ve went with him.
Ie was not more than ten feet away
"n us most of the time.
We could have reached out and touched
his glistening coat.
And occasionally he all but suspended
animation in order that we might observe
the ripple and play of his marvelous mus-
cles, that we might study the perfect
functioning of his lithe limbs.
No pilgrim to Churchill Downs saw the
race so well.
As for thrill, Nathaniel Finston's Chi-
"NEWSPICTURES"
ADMIRABLE NAME
A tenable stand might be taken by
newspictures manufacturers against the
deletion of their advertised brand name
and substitution of theatre titles by ex-
hibitors. Certainly there is lost motion in
the arrangement.
A likewise t-nable stand might be
taken by theatre men in defense of this
practice, on the ground that opposition
houses use the same newspictures and
distinct identity of attraction is essential
to prestige.
"Xewspictures," a made word of obvi-
ously logical deriviation produced by this
paper, serves admirably the purposes of
both manufacturer and distributor per-
mitting prefixation of a distinguishing
term and combining all news reel adver-
tising in the interests of the class desig-
nation. &
48
EXHIBITORS HERALD
June 3, 1922
DIGEST/PICTURES of f/ieWEEK
w w /"TTROUBLE" (Lesser Prod.) is Jackie Coogan's
I latest. It is unquestionably splendid entertain-
ment. It has an appeal that is just about as
nearly universal as may be expected in any one picture.
Directed by Albert Austin with a sureness that will
please the majority of picturegoers and certainly will
increase this juvenile star's following".
"HIS WIFE'S HUSBAND" (American Releas-
ing) an adaptation of Anna Katherine Green's well
known novel "The Mayor's Wife," is fairly entertain-
ing and nicely staged. The settings are elaborate and
the casting is good, Betty Blythe having the leading
role, assisted by Huntley Gordon and Arthur Carew.
"I AM THE LAW" (Affiliated Distributors) is a
well produced James Oliver Curwood story of the
Canadian Northwest, directed by Edwin Carew, and
with Alice Lake, Kenneth Harlan, Gaston Glass, Noah
Beery, Wallace Beery and Rosemary Theby in the prin-
cipal roles. A good box office attraction.
"NORTH OF THE RIO GRANDE" (Paramount)
has a real story, a real cast and gives real entertain-
ment. Jack Holt, Bebe Daniels, Shannon Day, Charles
Ogle, Alec B. Francis and Will Walling are leading
players. The title designates the setting. A swift nar-
rative of adventure is unfolded with cumulative force.
Rollin Sturgeon directed.
"BLIND CIRCUMSTANCE" (Clark-Cornelius)
presents Vivian Rich and George Chesbro in a story
of the Northwest, with many amazing climatic changes.
It was directed by Milbourn Morante and is remin-
iscent of pictures of days gone by, through crude direc-
tion, poor photography and weak story.
"A LADIES' MAN" (Stromberg) is Bull Mon-
tana's first starring vehicle. It is in three reels and is
a distinct novelty combining a good story with good
direction and excellent acting. It should find a ready
welcome in any theatre.
"ONE CLEAR CALL" (hirst National) has been
given an artistic production and contains many dra-
matic moments. Its principal appeal, however, is the
splendid performances of Henry Walthall, Milton Sills
and Claire Windsor. It is a story of hidden identity,
love and reformation with the action and mystery ele-
ment well sustained.
"YELLOW MEN AND GOLD" (Goldwyn) is an
imaginative story of lost treasure, love and romance;
a story within a story, with a young author playing the
adventurer. Richard Dix, Helene Chadwick and Henry
I '.arrows have the principal roles. Very good suspense
and good direction mark the production.
"EVIDENCE" (Selznick) presents Elaine Ham-
merstein in the role of an actress, married to a wealthy
man, whose brother attempts to trap her in a compro-
mising position. How she turns the tables on him and
changes his views on circumstantial evidence forms the
interesting conclusion. A pleasing and convincing
story well staged.
"THE REAL ADVENTURE" (Pathe) is an
adapted Henry ECitchell Webster story, relating the
trials of an unhappy wife, who shares her husband's
love but not his business cares, Florence Vidor is
natural and adds freshness to a hackneyed theme.
King Vidor directed.
"KISSED" (Universal) is a slight story and will
hold little interest for the serious minded patron. Mark
Prevost, looking as piquant and pretty as ever, has the
leading role but the slender comedy is stressed toe
much for a five-reel feature.
"STEP ON IT" (Universal) is a refreshing West
ern comedy-drama, full of action with Hoot Gibson cas
as a cattle raiser, harassed by thieves. There is mucl
rugged Western scenery and several lively fights. .'•
good vehicle for this star.
"THE MEN OF ZANZIBAR" (Fox) is Willian
Russell's latest. It is an interesting tale, adapted fron
Richard Harding Davis' story of the East Coast o
Africa. It is peopled with detectives and men trying t<
lose themselves in a foreign land. Very well stage<
with good dramatic suspense.
"FOOLS FIRST" (First National) is Marshal
Neilan's newest film, a story of crooks and still mor
crooks, with enough thrills to satisfy the most skeptica
in search of something new. It was adapted from
Saturday Evening Post story and contains much excep
tionally good acting. Richard Dix, Claire Windso
and Claude Gillingwater head the cast.
"THE PRIMITIVE LOVER" (First National) i
Constance Talmadge's latest starring vehicle. She i
ably assisted by Harrison Ford and Kenneth Harlai
The story is slight and has a farcical note that is intei
esting although it is far from new. Sidney Frankli
directed.
"DON'T WRITE LETTERS" (Metro) with Ga '
eth Hughes in the role of a weakling, is one of tl
funniest this star has had in some time. Adapted froi
a Saturday Evening Post story Hughes succeeds in pu
ting the necessary human touches into the role and
moves along briskly to a very satisfying finish.
"THE TROUPER" (Universal) is a story of ti
stage, of small town life and a couple of crook
Gladys Walton has a thankless role, that of a wardrol
girl with a cheap theatrical company. Padded wi
"funny" stuff and a very average story, saved only I
Miss Walton's work.
"Till- TRAIL OF HATE" (State Rights) is a
other Western with "Big Boy" Guinn Williams in tl
star role. There is plenty of action furnished by inn
merable fights and the usual wild riding. It conceri
cattle thieves and vigilante committees with the usu
love story interwoven. An average Western.
"MISSING HUSBANDS" (Metro) is a Fren.
production, based upon a fairy tale, and in spite of tl
improbable story, holds the attention through we
handled sequences, unusual settings and the excellen
of the acting. It is six reels in length.
"GAY AND DEVILISH" (R-C Pictures) is J
llapper story for dappers and others. Doris May
child" flapper, capitally assisted by Jacqueline Loga
Hull Montana and Cullen Landis oppose them effei
ively. The picture is told almost entirely in terms
action and bulges with exploitation and publicity pos
bilities. It possesses the substance that extra eff<
requires, satisfying entertainment. A live picture basj
on a live subject.
SPECIAL CAST IN
FOOLS FIRST
(FIRST NATIONAL)
'his is a straight crook melodrama,
rather gruesome in places, but
with a wealth of incident that
holds the attention all the way
through. The value of a good
story is realized by Director
Neilan and you can guarantee
plenty of thrills. Six reels.
You can depend upon Marshall Neilan
>r the unusual. He gave it to you in
Bits of Life," and in "Fools First" he
splays an unusual fertility of imagina-
an. The story was "suggested by Hugh
acNair Kahlcr's Saturday Evening Post
ory," according to the main title, but
eilan's adroit handling of the story
ings out every ounce of suspense value,
hich is considerable. It is strong meat,
it a welcome change from the wishy-
ashy stuff often dished up for melo-
ama.
The development of the story is per-
ctly clear despite its various ramifica-
>ns, a good continuity being preserved
d some excellent bits of comedy in-
duced to relieve the more tragic scenes
their somberness.
Richard Dix appears in the leading role
Tommy Frazier. He' gives an excel-
lt portrayal of a crook who would re-
m. Claire Windsor appears opposite
'n as Ann Whittaker, whom you suspect
be a lady crook. She is pretty and
tural all the way through and never
'eracts. Claude Gillingwater is Denton
ew, a banker and a student of criminol-
<jy. He gives a most excellent por-
l yal also. Raymond Griffith is "Tony
i: Wop," leader of a gang of crooks:
' orge Siegmann is Spud Miller, halt-
1 >ther of Frazier, another crook; George
lomgold plays "Spider" Webb and
lien Lynch is "Blondie" Clark. The
inor crooks and character parts arc all
<:eptionally well cast and well played.
briefly the story tells of a gang of
ooks of which Tommy Frazier is one.
' ny the Wop is the leader and Kelly's
ce is their hang-out. One night "Spi-
ts" a youth, is killed by the "Cockney
IJ," a member of the rival gang, and
i ectives hearing of the shooting, come
t the flat. They find "Spider" sitting at
••stable apparently playing cards, and
Iwe, having failed to notice a companion
bide him holding the cards. The gang
t n gets "Blondie" Clark to coax the
' ckney Kid" to the rooms. Tony the
stabs him and disposes of his body.
J nmy Frazier is caught at forgery and
i^ent up for three years. Ann Whit-
her, a fellow worker, nods farewell as
bis led away. Upon his release he goes
t'i distant town, and on phoney letters
o recommendation, furnished by Ann,
h gets a job in a bank. Soon he is in
1( ' with Ann. A large sum of money is
d vercd to the bank and growing rest-
1( . he decides to steal it. Having been
e 'usted with the time lock on the safe,
n takes the package. The old gang
" rs of the money and come to tow-n.
Tom changes his mind, and when return-
ing the money to the vault is set upon
by his old pals and robbed. He goes to
Drew to confess his part in the transac-
tion and is relieved to learn that the pack-
age taken did not contain the money, the
banker having taken it home. Ann de-
clares her love for Tommy and there is
the usual happy fade-out.
A scene from Marshall Neilan's production,
First." (First National)
"Fools
BETTY BLYTHE IN
HIS WIFE'S HUSBAND
(AMERICAN RELEASING)
Fairly interesting story adapted
from Anna Katherine Green's
novel, "The Mayor's Wife." Di-
rected by Kenneth Webb for
Pyramid Pictures, Inc. Length
five reels.
Anna Katherine Green is a master of
the art ot suspense in her mysterv
stories, and "The Mayor's Wife," made
good reading. In the screen adapta-
tion, less attention is given the mystery
element, and the plot is played up. The
result is rather an old story, yet with
enough different business and situations
to redeem it. More might have been
made of the mystery, possibly to ad-
vantage, but this might have detracted
from the main theme.
Olympia Brewster becomes the wife
of Henry Packard (played by Huntley
Gordon), without telling him of a pre-
vious unhappy marriage. Gordon is can-
didate for Mayor. He is opposed by
Dominick Duffy and the latter is pleased
to find that Gordon's new secretary,
John Steele, has something on the can-
didate that promises to put him out of
the running. Steele says it is a scandal
in the life of the mayor's wife. Her
husband's secretary comes to the house
to make his home. She is terrified to
recognize her former husband whom she
believed dead. The secretary pretends
not to know her. She puts him to the
test by writing an old code message. "Is
it you?" The secretary pretends not to
understand. She is relieved but he sends
her a message later in the same code.
He then offers to keep her secret if she
will leave Gordon and go with him. She
refuses. He threatens her. Gordon is
nominated and is to go before the con-
vention to accept, when he sees his wife,
using matches, make use of the code
which his secretary has taught him. An
explanation ensues. Gordon asks Brainard
or Steele what he wants. The latter
says Gordon must refuse the nomina-
tion. Gordon agrees if he will leave
Olympia alone. Brainard says she is
legally his wife. Here the housekeeper
makes the dramatic statement that Brain-
ard is really her husband and brings
forward the old lady next door, Brain-
ard's aunt. She produces a certificate
proving the housekeeper and her nephew
were legally married. Armed with this
evidence, the mayor's wife and the girl
force their way into the convention hall,
just in time to prevent Gordon refusing
the nomination.
Coincidence and implausible situations
appear in the screen version which were
not so apparent in the novel. The direc-
tion is satisfactory and photographv
good.
STARLAND REVIEW
(R-C PICTURES)
In "Starland Review No. 2" stars of
and in some instances scenes from such
stage successes as "The First Fifty
Years," and "Make It Snappy" are pre-
sented, the former at theatre, at home
and elsewhere, the latter, of course, on
their respective stages. The subject mat-
ter throughout is varied, substantially in-
teresting and well disposed as to foot-
age.
Perhaps the most interesting phase to
the showman is Earl Carrol's new the-
atre, built with innovational construc-
tion details adaptable in some degree to
the picture theatre. Nan Halperin's rapid
change demonstration, Cecil Lear, and
Cleo Mayfield in a kiddie car drive down
Broadway and other features included
are of general interest.
The reel is first rate program matter,
soundly conceived and executed It war-
rants wide exhibition.
THE MODEL DAIRY
(AESOP'S FABLES-PATHE)
This cartoon by Paul Terry of how the
city customer gets his milk and cream
from "contented cows" is chockful of
laughs and more than ordinarily funny.
The farmer is shown calling his cows
from their golf games and hammocks, by
radiophone, and how the milk is piped to
the city. The milk is separated from the
cream and the farmer shoots the holes in
the cheese with a shot gun. Then the
skimmed milk is bottled and labeled
cream, and the milkman sneaks up to the
doorstep in the wee small hours to de-
liver it, masked as a burglar. This one
went over big at the Roosevelt theatre
last week.
50
EXHIBITORS HERALD
June 3, 1922
SPECIAL CAST IN
ONE CLEAR CALL
(FIRST NATIONAL)
Artistic production given Frances
N. Greene's story. Principal ap-
peals lies in acting of Walthall,
Milton Sills and Claire Windsor.
Moderate entertainment of the
society-mystery type is offered in
this Louis B. Mayer-John M.
Stahl production. Six reels.
Large audiences at the Chicago theatre
found "One Clear Call" exceptionally
pleasing entertainment last week. It is
marked by excellent direction, much
beautiful photography and good acting,
the work of the principals— Henry Wal-
thall, Milton Sills and Claire Windsor-
being on a high level. Undoubtedly
much of the credit for the fine balance
given the film is due John M. Stahl, the
director, who has shown good judgment
in working up to the climax, and by in-
troducing a mystery element succeeds in
sustaining the interest in the main char-
acters. There are one or two thrills —
one where the Ku Klux Klan rides to
wipe out Garnett's Cafe — and for those
who like heavy sentiment there is the
delicate operation upon the baby who
has been injured at play. The continuity
of the whole is good and the action well
sustained throughout.
Walthall, as Henry Garnett, the de-
spised cafe proprietor, performs in his
usual convincing, quiet way; Milton Sills
was well cast as Dr. Alan Hamilton, and
Claire Windsor sufficiently emotional, al-
though she had little else to do than look
charming. Irene Rich was Mrs. Thorn-
ton and Joseph Dowling played Gar-
nett, Sr. .
The story revolves around Faith, a
lady who is admitted to a hospital, after
fainting and in whom Dr. Hamilton
takes an unusual interest. He has as one
of his patients and friends Henry Gar-
nett proprietor of a notorious dance hall
and bar. Faith recovers and takes a cot-
tage near Dr. Hamilton's home, but her
identity remains a mystery. Hamilton
proposes but he learns she is already
married and the mystery as to her hus-
band arouses his curiosity. Citizens of
the town attack Garnett's cafe but arc
dissuaded by Hamilton who gives Gar-
nett thirty days to live, due. to a serious
ailment. Garnett then confesses he has
stolen the property of a close friend en-
trusted to him for his daughter, Helen
Ware, and he wishes to make restitution.
He finds Helen in his dance hall and she
turns from him preferring the gay life.
He then decides to close his place. Dis-
appointed in love Dr. Hamilton is fast
drinking himself to death. He is called
upon to save the child of his sister, who
has fallen and cut himself severely with
glass. The operation is successful. Faith
visits Garnett, her husband, to return to
him, but he takes poison, thus leaving
the way clear for Dr. Hamilton and a
happy future for Faith.
A iicene from "One Clear Call" (First National)
SPECIAL CAST IN
I AM THE LAW
(AFFILIATED DISTRIBUTORS)
An excellently produced James Oli-
ver Curwood story of the Cana-
dian Northwest Mounted. Direct-
ed by Edwin Carew. Continuity
by Raymond L. Schrock. Photo-
graphed by Robert B. Kurrle. Six
reels.
A beautiful and realistic setting is pro-
vided this latest Curwood story featuring
Alice Lake in the role of Joan Cameron,
a school teacher, Kenneth Harlan as
Robert Fitzgerald, a constable of the
R. N. W. M. P., his brother Tom also a
constable, played by Gaston Glass; Noah
Beery as Sergeant Georges Mardeaux,
Rosemary Theby as the latter's wife and
Wallace Beery as Fu Chang, a villainous
Chinaman.
An unusual and interesting complica-
tion forms the basis of the story, and it
is regrettable that the finish should seem
so unpleasant and unsatisfactory. How-
ever, it is such a well-handled picture that
this may be considered a personal opin-
ion.
The story opens with Sergeant Mar-
deaux reprimanding Constable Tom Fitz-
gerald for drinking while on duty. Mar-
deaux's wife, who is carrying on an secret
affair with Tom, reminds him he is dining
with them. During the meal it is plain
that the two are hoodwinking the Ser-
geant. Tom leaves to take his brother
Bob's place, and to tell the latter he is
to report for duty at the post. Mean-
while, Bob, totally different in character
from Tom, has been sent to find Joan
Cameron who is held practically a pris-
oner. Bob rescues the girl, risking his life
at the hands of Fu Chang. He takes Joan
Post-ward, stopping at a deserted cabin
for the night. He falls in love with the
girl. Tom arrives and hands Bob his
orders. Bob is forced to turn Joan over
to his brother and report at once. Tom
makes violent love to the girl and she is
swept away, agreeing to an engagement.
Tom renews his flirtation with Mrs.
Mardeaux and Bob discovers it. He
warns Tom to stop it, but Tom defies
him, and when the Sergeant leaves he
goes at once to the faithless wife. The
Sergeant returns for a foi gotten paper
and gives Tom a beating. Tom gets hold
of the sergeant's revolver and shoots him.
Bob rushes in and Tom escapes on the
dog team left by the sergeant. Bob starts
in pursuit. Tom takes refuge with Joan,
but Bob discovers and arrests him. Bob
is taken ill with pneumonia, and thinking
he is dying signs a confession so that
Tom may not go to the gallows. Tom
takes this confession back to the Post
but Bob recovers. While she nurses him
Joan realizes it is Bob she loves, and
they plan to flee, as Bob will not turn
Tom over to justice. But Tom hears that
Bob is alive, and goes to get him. Bob
will not speak and he is about to suffer
death for Tom's crime when Joan forces
Mrs. Mardeaux to tell the truth. Tom
knows he will be lynched so takes poison.
This last sequence is unpleasant, and
could easily have been changed.
Tom throughout is so utterly cold-
blooded, showing not the slightest emo-
tion when his brother apparently dies,
almost dancing in his, joy at holding the
confession in his hand, also his reason for
engaging himself to Joan when he appar-
ently cares nothing for her, is not good.
It seems rather too bad, in view of the
really excellent production that the finish
should be so unsatisfactory.
The atmosphere is unusually convinc-
ing and the traditions of the Mounted arc
preserved in so far as conduct, sets, etc.,
are concerned. It has box-office appeal'
and will hold attention, in spite of the
rather weak finish.
MARIE PREVOST IN
KISSED
(UNIVERSAL)
Slight story of no great interest,
aside from the piquant Miss Pre-
vost herself, but it winds up with
an exciting finish. Adapted from
a story by Arthur Somers Roche.
A slender comedy idea stressed
almost to the breaking point. Di-
rected by King Baggot. Five
reels.
While the whole of the production is
of a very high standard, with many ex-
cellent night scenes with effective light-
ings, the story is so thin it fails to carry
conviction. It seems too bad that stronger
vehicles are not provided for this little
star. She shows aptitude in the various
roles in which she has been cast, but is
held back by the very nature of th(
stories given her.
The title of this one may draw them
in, but you can promise little to the more
serious-minded patrons. The story is
far-fetched and built upon so slight ;
situation as to appear almost ridiculous
In Miss Prevost's support appear J
Frank Glendon, as Merton Torrey, a mil
lionaire sweetheart; Lloyd Whitlock, a:
Dr. Moss; Lillian Langdon, as Mrs
Keener; Arthur Hoyt as Horace Pea
body; Percy Challenger, in the role o
Editor Needham, and Harold Miller a
Bob Needham.
Miss Prevost plays the role of Con
stance Keener, an irrepressible youn;
lady who has her own ideas about pick
ing a husband. At a masquerade bal
she is kissed by a stranger and she think
she has found her ideal. She is unable t«i
determine which of three men, dresse
alike, delivered the kiss, but finally sh
decides it was Dr. Moss and agrees t
elope with him. She discovers, when li
kisses her, that he is not the man, bi
when the train is held up by a bandit an
she is kissed by the "highwayman," sh
finds her ideal — the young millionaii
who sought her hand.
MARIE PREVOST in the Arthur Soi
ers Roche story "Kissed," just issu
by Universal.
June 3. 1922
EXHIBITORS HERALD
51
REVIEW- by Martin f.Otndl,
and to afford a real delight.
Jackie Coogan's '"Trouble" is just
about as satisfactory entertainment as
could be asked for. It is wholesome, re-
freshing, and will get a laugh out of any-
one who has a laugh left in him. If
this is not a success, then a lot of guide
JACKIE COOGAN IX
TROUBLE
(LESSER PRODUCTION)
There is a temptation to call this picture great when perhaps we only
mean that it is good. But whether great or good is the word, the
picture is really splendid entertainment and has an appeal that is
just about as nearly universal as may be expected in any one picture.
Jackie Coogan in "Trouble" is a distinct hit. Length, five reels.
When a pictures comes along, which
creates much argument as to whether one
factor or another is chiefly responsible
for the result, the producer may feel
happy. A case in point is the Lesser
production of Jackie Coogan's "Trouble."
There will be those who will maintain
that the juvenile star covers himself with
glory almost to the exclusion of all of
his associates in the production, while
there will be others who will see in this
fascinating medley of pathos, comedy
and sentiment a signal triumph of the
directorial art.
However, Coogan is a fine little actor
and an intriguing personality throughout
and is entitled to the great credit that
certainly will be his. But the able efforts
of Director Albert Austin should not be
overlooked. Austin has executed many
situations and bits of action in this pro-
duction that constitute real commercial
screen art and just how nearly they hit
the mark is going to be realized by the
vast majority of exhibitors — if not every
exhibitor — who shows the picture.
There is just enough narrative in the
picture. Little Coogan as the central
figure is seen in a private orphanage
where he is beset with much grief in his
efforts to prevent the sending away of
his pet dog. Then the orphanage is
to be abandoned and its little charges are
offered for adoption. Jackie finds a new
home but it is far from a dream home.
The wife-beating husband is finally put
where he can work his excess energy
off on a rock pile and Jackie, his foster
mother and her parents, repair to the
old farmhouse in the country and all is
well.
Light as the story may seem — and light
it should be for the type of picture that
is intended — it is nevertheless sufficiently
weighed with flashes of real fun and
touching sentiment to hold the interest
Jackie Coogan in "Trouble."
lines that have been unfailing in the past
will have gone wrong in this case.
Jackie is pretty much the whole show
but the cast which surrounds him is of
the first order. The wife-beating hus-
band is done effectively by Wallace Beery
and Gloria Hope is satisfactory as the
wife. The production is done in the very
best technical manner.
Vitagraph Comedy Shown
As Anniversary Feature
ELAINE HAMMERSTEIX IX
EVIDENCE
(SELZNICK)
An excellent production which has
the combined advantage of a
pleasing and convincing story,
first class acting and many beau-
tiful sets. Should prove univer-
sally popular. Made under the
careful direction of George Ar-
chainbaud. Five reels.
This new Elaine Hammerstein film
shows the fallacy of believing circum-
itancial evidence and how a clever actress
urns the tables on a judge who believed
n it. The story is well told and admir-
ibly acted and will hold the attention of
.ny audience.
The outstanding character in this little
lomestic drama is .Miss Hammerstein.
ihe is an artiste to her finger tips and
jot only is she bounteously endowed by
mature but she has a valuable sense of
he dramatic and uses it in such a satisfac-
ory and appealing manner that this pro-
uction is assured of success with almost
ny type of audience. Xiles Welch again
ppears oposite her as Phillip Rowland
wealthy youth, whom she marries;
lolmes Herbert is the Judge, and Row-
ind's brother, who believes circumstan-
.al evidence is as good as direct evi-
ence. Constance Bennett appears as
eannett, an actress who betrays Florette,
le role assumed by Miss Hammerstein
nd Ernest Hilliard is the villain, Paul
tanley. Marie Burke appears briefly as
Irs. Boscom, a society matron and Ma-
Ida Metevie .as Louise, her daughter,
he piece is beautifully staged and well
hotographed.
Florette attracts Phillip Rowland, as
le sings at the Apollo roof and he per-
lades her to desert the stage to become
s wife. The match is opposed by Judge
owland, Phillip's brother, but she con-
■nts when Jeannett recalls a previous
igagement which proved a failure,
fterwards Jeannett plans to wreck her
ippiness by sending Stanley, a former
iend, to Florette's home. He enters
;r bedroom and is discovered by the
idge who is convinced of her wrong-
ing. Florette, however, turns the tables
him by locking the door after Stanley
ives and awaits the return of her hus-
nd. The judge is thoroughly con-
iced that he is wrong in his theorv.
d tells Phillip that he is a fool if he
forces one as loyal and good as
orette.
HY MAYER'S
TRAVELAUGHS
(R-C PICTURES)
'Such is Life in Monte Carlo" was
Dwn directly prior to "Such is Life in
•lendam" at the screening attended, and
were skeptical when it was prom-
id that the second would surpass the
1 "t. To our mind it didn't, quite, but
I certainly attained equal place. Both
excellent stuff, entertaining thor-
< ?hly.
. iy Mayer's agile pen is in evidence
J t enough to break up the. monotony of
if scenic, not enough to tire. His sub-
* es are sharply pointed, emphasizing
' meat of the scenes they intersperse,
^d the scenes, brilliantly photographed,
<Uain much deserving of emphasis.
Not cartoons, not travelogues in the
s,ct sense, the "Travelaughs" stand
;irt from the short stuff into the class
< which they fall. Thev merit inclu-
sn in any program.
Houses in Racing Zones
Book "Queen O' the Turf"
"Queen O' The Turf," the horse race
drama published by R-C Pictures has
been booked in several cities which are in
or near a racing center. The Strand the-
atre, Lexington, Ky., has booked the
feature for four days and in Jersey City
and Hoboken, N. J. "Queen O' The
Turf" will open with the inauguration of
the Spring racing session at the Jamaica
race track. The Blumenthal theatres in
Jersey City will run the picture.
R-C DeHaven Comedy Ready
The second Carter DeHaven two-reel
comedy for publication through R-C Pic-
tures Corporation has been completed.
It is called "Christmas."
"Too Much Business," the Jess Robins
comedy distributed by Vitagraph was
the feature picture during the anniver-
sary of Tally's theatre, Los Angeles.
Enhanced by an excellent cast the film
is meeting with a favorable reception
throughout the country Vitagraph re-
ports.
Filming of "The Flirt"
Started by Universal
"The Flirt" has entered production at
Universal City as an all star special com-
posed of Helen Jerome Eddy, Eileen
Percy, Lydia Knott, Dorothea Wolbert,
George Xichols, Edward Hearn, Lloyd
Whitlock and Buddy Messenger, directed
by Hobart Henley.
It is from Booth Tarkington's novel.
52
EXHIBITORS HERALD
June 3, 1922
FLORENCE VIDOR IX
REAL ADVENTURE
(PATHE)
Henry Kitchell Webster's story
makes fair screen material. The
unconvincing main theme is saved
by freshness and naturalness of
Miss Vidor's performance and ex-
cellent support accorded her. Di-
rected by King Vidor from sce-
nario by Mildred Considine. Five
reels.
she becomes famous as a designer of
stage dresses. Her husband follows her
to' New York and a reconciliation follows
a complete understanding between the
two. A little later a little stranger arrives
at the Aldrich home which is the "real
adventure'' in Rose's life.
Florence Vidor in "The Real Adventure." (Pathe)
There is undoubtedly a public for this
type of screen play, depicting the un-
happiness of a young wife who shares
her husband's love but not his business
life, but the majority of present day
cinema patrons will have little sympathy
for the main character — the wife of a suc-
cessful lawyer, who leaves her husband
because she is awed by his brilliancy and
goes out into the world to earn her own
living. The main source of appeal is
Miss Vidor and she contributes her usual
splendid performance. The characteriza-
tions are all good, the settings are in
keeping with the play and throughout
the production is excellent. The story is
based upon an overdrawn situation how-
ever, and there is evidence of consider-
able padding.
Miss Vidor is called upon to act the
role of an impetuous, headstrong girl,
who on her honeymoon dashes out into
a snow storm, because her husband de-
votes an hour to a law book. Later when
her husband ridicules her for attempting
to study law, she leaves him to become
a chorus girl in New York. Miss Vidor
is much. too sensible looking for the role,
but she tries valiantly to put over the
part.
Clyde Fillmore as the attorney-hus-
band renders her admirable support.
Nellie Saunders, Lillyan McCarthy,
Phillip Ryder complete the cast, as Mrs.
Stanton, Portia Stanton and a stage
director respectively.
There are several unusually good ex-
ploitation angles and a tie-up with de-
partment stores displaying dresses would
aid considerably in attracting attention
to this story of the home and the stage.
The scenes of the play are laid in Chi-
cago and New York.
Rose Stanton quite accidentally meets
Rodney Aldrich, famous as an attorney,
when a conductor rudely accosts her for
her fare on a street car. It is love at first
sinlit and following a brief courtship they
are married. Rpse becomes cross at
Rodney on their honeymoon at his
mountain lodge, when he turns to a law
book. lie saves her from the florin into
which she runs in her rage. Later in
the city she determines to leave him and
goes to New York, where as Doris Dane.
JACK HOLT IN
NORTH OF THE
RIO GRANDE
(PARAMOUNT)
A robust Western, teeming with
action. Jack Hclt as a very good
bad man. Bebe Daniels natural
as a dusky-eyed Senorita. Alec
B. Francis a believable priest.
Will Walling a fair villain. Ex-
nert riding, shooting, etc.. anH
capable direction by Rollin Stur-
geon. Length, 4770 feet.
A logical story, well stocked with
actionable incidents is worked out
against eye-tilling but authentic back-
ground in "North of the Rio Grande."
The picture gets off to a swift pace in
the opening scenes and increases tempo
steadily to the end, a melodramatic and
effective one.
Cattle rustling, horse stealing, re-
venge and a murder figure as main-
springs of the action, yet each villainy
is firmly predicated and no loose cor-
ners offer foothold for obstreperous ob-
jectors. The production is altogether ex-
cellent and admirably qualified to satisfy,
the demands of the modern picture pub-
lic.
Jack Holt has the big role, son of a
murdered ranchman who seeks revenge.
Charles Ogle is briefly effective as the
parent. Bebe Daniels gives good accoun'
of herself as the daughter of the mur-
derer, portrayed fairly well by
Walling. Shannon Day imparts dash
and conviction to the wholly acceptable
character of a dance hall girl. Mem-
bers of the Paramount stock company
discharge the lesser obligations in satis-
factory manner.
The vengeful son of the murdered
father roves the west in search of the
murderer, is suspected of being a rustler,
learns that the murderer' and the ..real
rustler are one and the father of the
girl he loves, substitutes for him to
save his life when a posse has him cor-
nered and wounded and is thrillingly
rescued by the girl when her father, dy-
ing, tells the truth.
'TIS THE BULL
(CHRISTIE-EDUCATIONAL)
Bobby Vernon keeps the action of this
play buzzing along at an even pace and
it has sufficient good situations to draw
laughter from any audience. The scenes
in the arena are ludicrous in the extreme
and there is a snappy finish to the picture.
In Mexico Bobby, anxious to win the
favor of the daughter of a wealthy Mex-
ican, poses as a great American bull
fighter. lie meets the champion bull
fighter of Mexico, also in love with the
senorita with the flashing black eyes.
Bobby agrees to fight when his friend
tells him." he has fixed it for a fellow
dressed up as a bull to enter the ring and
|>< "killed." The plot is discovered by
tlit other toreador who turns a real bull
loos, in the enclosure. Bobby tires him
out racing around in front of him and
finally drives him from the arena hanging
onto bis tail. He lands in the U. S. A. be-
fore the bull stops and he says farewell
to Mexico forever. A first-class comedy
in every respect.
SPECIAL CAST IN
YELLOW MEN
AND GOLD
(GOLDWYN)
The most has been made of this
Gouverneur Morris tale by Direc-
tor Irvin V. Willat, and the dra-
matic scenes given their full
value. An imaginative story of
the sea, lost treasure and ro-
mance. Six reels.
Helene Chadwick and Richard Dix in "Yellow
Men and Gold." (Goldwyn)
There is good entertainment in "Yel-
low Men and Gold" — a romance of
America and the Orient — and it has been
well produced against rocky island
scenery. The adventureg of a poor
author in search of lost treasure who is
trailed by a bloodthirsty gang of cut-
throats and murderers, is at all times
appealing and holds the interest for those
seeking melodramatic stories. It is a
story within a story, and the author has
disarmed criticism for some of the story's
unrealities, by telling you it is nothing
but a fiction writer's conception of a
story submitted and accepted, with slight
modifications. A neat trick and one
which serves its purpose.
All parts have been well cast, includ-
ing Richard Dix, as Parrish, the author;
Helene Chadwick as Bessie; Henry Bar-
rows, as Carroll; Rosemary Theby as
Carmen; Richard Tucker as Lynch and
R. T. Frazier as Abraham, a negro cook.
The race at sea between two schooners,
laden with treasure seekers, and the
hand-to-hand struggles on the island in
mid-ocean are well staged. Altogether
an entertaining and acceptable ottering.
I'arrish. a young author in love with
Bessie, a neighbor, writes a story of ad-
venture for a publisher. The play then
fades into the romance as he conceived
it, showing him finding a wallet under a
spotted rock, left by a dying man. sup-
posed to have been murdered by Carroll,
an ex-sea captain, and his gang. Par-
rish is drugged and Carroll and his men
make off with the map for the island in
search of hidden treasures. Parrish on
board the Shantung sets sail also, hav-
ing given Carroll a false copy of the
map. I'arrish and his Chinese crew, with
Bessie aboard reach the island and dis-
cover the buiucl gold, just as Carroll
and his men come up. Bessie is captured
and imprisoned on Carroll's ship. Par-
rish, not knowing this sets fire to Car-
roll's ship. Then he rescues her and |
watches the rival gang go to their death!
in the bay. A happy fade-out on hoard
the boat ends the romance. Then the I
author asks lor the band of Bessit — his
book having been accepted, and he is |
accepted.
June 3. 1922 E
CONSTANCE TALMADGE IN
PRIMITIVE LOVER
(FIRST NATIONAL)
A farcical note in this domestic
drama, makes it mildly entertain-
ing and the play moves along with
a swing from the amusing open-
ing until the final denouement.
Acting is good and story well di-
rected. A change from the pon-
derous, serious melodrama. Di-
rected by Sidney Franklin.
Length 6,172 feet.
Constance Talmadge and Harrison
Ford in an acceptable light comedy which
neatly fills the bill. The story is slight
but allows plenty of scope for humorous,
farcical situations and mildly ridicules
the present-day easy-divorce mills.
It is the story of a romance-stricken
young lady, Phyllis Tomley, who has
grown tired of her prosaic, practical hus-
band. Hector, and mourns over the loss
of Donald Wales, a popular author, sup-
posed to have died in South America.
Wales returns, however, and rushes to
Phyllis' arms, not knowing she 'has mar-
ried Hector. Wales then accuses Hector
of taking advantage of his absence and
Phyllis goes to Nevada to get a divorce.
Hector follows and becomes acquainted
with an attractive grass widow. Read-
ing Wales' book. "The Primitive Lover,"
Hector decides to put its methods into
practice. He kidnaps Phyllis and Wales
and in a cabin in the mountains Phyllis
finds how helpless Wales really is. From
an Indian guide Hector learns how to
•subdue an unruly wife, and he tries it on
Phyllis with complete success. She likes
the rough treatment, and is happy when
the Judge refuses her her divorce.
Harrison Ford is sufficiently forceful
as Hector and Kenneth Harlan an ideal
choice for the author. "Connie" is her
usual attractive and spunky self and de-
livers with telling effect.
The novel introduction, showing Miss
Talmadge. Harrison Ford and Kenneth
Harland adrift on a raft in midocean, with
the water supply running low. gets the
attention at once. It is travesty of the
broadest kind, and proves to be the con-
cluding chapter of Wales' story. "The
Primitive Love'r" which "Connie" is read-
ing as the picture opens.
XHIBITORS HERAL
VIVIAN RICH IN
BLIND CIRCUMSTANCE
(CLARK-CORNELIUS)
A badly produced and badly di-
rected story of the Northwest, in
which a cast, headed by George
Chesbro and Vivian Rich try
valiantly to carry on. Directed
by Milburn Morante. Length
about five reels. Savors strongly
of Christian Science propaganda.
Poor photography may be partially to
blame for the lack of interest that this
story of the Northwest manages to
arouse. Also the amazing climatic
changes makes it difficult to lose ones-
self in the atmosphere. One scene will
be piled knee deep in snow, and, within
easy walking distance, apparently, flow-
ers bloom against the door lintel, and
leaves dance in the breeze from the near-
by ocean. Altogether, the production is
reminiscent of days gone by.
The story opens with a shanghied
man. who has lost his memory, and
whom the brutal captain christens "Bil!
Jones." Later, among the snows of the
Canadian Northwest, we meet Dick,
played by George Chesbro. Dick is in
hiding for killing a man in a quarrel.
"Bill Jones" turns up almost at his door,
flung from an invisible dog-sledge. Bill
is now a member of the Northwest
Mounted, although not in uniform. He
is after Dick, but when he learns who
he is he has the well-known struggle be-
tween love and duty. Duty wins, de-
spite the fact that Dick has blinded
himself accidentally. Ruth, Dick's sweet-
heart, is a Christian Scientist. A ras-
cally French-Canadian obeys his master,
again the cruel Captain, and goes to get
Dick, just why isn't clear, but he gets
him ?nd puts him into a cabin, whence
he escapes, following the trail on hands
and knees — taxing the credulity of the
onlookers. Ruth is kidnaped by the Cap-
tain and because she had saved the
life of his small daughter, the French-
man saves her. When Ruth sees "Bill
Jones" she recognizes him as the man
Dick was supposed to have killed. Dick
didn't know him because he hadn't
shaved until after Dick was blinded. All
she has to do to restore Bill's memory
is to say, "Why, don't you remember
that night on the dock?" and Bill oblig-
ingly recalls it all, not to mention that
as he was recovering from Dick's blow.
) 53
he was attacked by the sailors. The Cap-
tain comes after Ruth and is taken into
custody of "Bill Jones" and all that is
left for Ruth is to assure Dick he will
regain his sight if he just has faith. The
fade-out shows her reading "Science and
Health" to him.
DORIS MAY IN
GAY AND DEVILISH
(R-C PICTURES)
A snappy flapper yarn with box-
office promise. Lots of things to
advertise. Lots for newspapers
to write about. Considerable to
entertain. It's told in action, with
here and there a laugh caption,
and interest carries to the point
where the omitted clinch would
come. A box-office picture, in five
reels, directed by Wm. A. Seiter.
Doris May omits the obvious and gets
down to character in her delineation of
Fanchon Brown, flapper niece of an im-
poverished uncle who promotes :'or her
the usual marriage with money. With
the promotion of that match effected the
story departs from the usual and races
through comic incident and melodramatic
complication to rapid fire ending.
Culler] Landis is good as the young
man in the case. Jacqueline Logan is
excellent as first assistant flapper. Bull
Montana appears briefly and brutally at
intervals, and Otis Harlan make$ much
work and some humor of the menacing
millionaire's role. In all thv personnel
follows closely the spirited lead.
With the press of th»- country snapping
avidly at flapper stuff, it should be a
simple matter to land a story on page
one. In any event, the jazz copy that
the picture and the comprehensive press
sheet suggest, should operate to jam the
ticket wicket. It is an exploitation pic-
ture with the all-important entet tainment
substance to back it up.
The story is complex but coherent.
Fanchon Brown is urged to marry a
weighty and middle aged man of money,
falls in love with his nephew, bribes her
flapper friend to vamp him away from
her, fails when the "camp" vamps the
nephew instead, then proceeds to precip-
itate domestic and inter-domestic en-
tanglements, including a safe robbery,
too involved for exposition in this space.
It ends, of course, as good box office
pictures usually end.
Two scenes from "The Primitive Lover," Constance Talmadge's latest First National Attraction, directed by Sidney Franklin from
Edgar Selwyn's original story.
54
EXHIBITORS HERALD
June 3, 1922
WILLIAM RUSSELL IN'
MEN OF ZANZIBAR
(FOX)
Quite interesting is this tale of the
East Coast of Africa adapted
from a story by the late Richard
Harding Davis. It keeps one
guessing until the end as to who
are crooks and who are not. Di-
rected by Rowland V. Lee. Five
reels.
While much of the impressiveness of
Davies' story is lost in the film version,
still there is enough dramatic suspense to
hold the attention and on the whole "The
Men of Zanzibar" will be found good fare.
The acting of all is good and there is
little to choose between the characters.
Russell is cast as Hugh Hemingway, an
American, seeking a sum of money stolen
by an employe of his uncle; Ruth Renick
is the heroine, Polly Adair, secretary to
the American Consulate in Zanzibar;
Claude Peyton is George Sheyer; Harvey
Clark is Harris; Arthur Morrison played
Fearing, Michael Dark, was Sir George
Firth and Lila Leslie appears as Lady
Firth.
There is a stirring street fight and the
settings depicting an old ruins are very
fine. The atmosphere of the country on
the equator is well simulated. It is well
photographed by David Abies.
The story opens in the American Con-
sulate in Zanzibar. Wilbur Harris, the
Consul, receives a letter from a detective
agency to be on the lookout for a man
with a beard, believed to have stolen
funds belonging to a Boston firm. Hem-
ingway arrives and answers every detail
of the description. He says he has come
to "shoot big game." He is attracted by
Harris' secretary, Polly Adair, a widow.
A second bearded man arrives at the
hotel and registers as George Sheyer,
from Boston, Mass. Both Hemingway
and Sheyer shave off their beards. Hem-
ingway searches Sheyer's room for a
package which he takes away. At the
same time Sheyer was searching Heming-
way's room. Sheyer appears at the Con-
sulate and causes Hemingway's arrest,
and Hemingway confesses the theft.
Fearing, a stranger character, then con-
fesses he stole the Boston firm's money,
but that Sheyer took it from him as he
was about to return it. Sheyer is arrested
by Hemingway, who states he has been
sent to Zanzibar by his uncle to trace
down the crooked detective — Sheyer. He
also finds that Polly is not married to
Fearing, but is only his sister.
BULL MONTANA IN
A LADIES' MAN
(STROMBERG)
A distinct novelty is this three reel
comedy produced by Hunt Strom-
berg and being sold on state
rights basis. Popularity of star,
combined with a good story
should make this a good box of-
fice attraction.
Hunt Stromberg, the clever youngster
who turned over night from press agent
to producer, has given the world at
large a distinct comedy novelty in his
■i Hull Montana three-reel comedy.
The story has been carefully constructed
with a view to Bull's remarkable pulchri-
tude, with the reverse English, and the
situations arc immense.
"A Ladies' Man" has all varieties of
comedy in it from the subtle to the slap-
stick, and possesses a magnetic audience
re-action, judging from the manner it
was received by the highly critical audi-
ences at Grauman's theatre, Los Angeles.
It treats in a light vein the possibilities
of environment eradicating heredity, and
placed Bull in the light of the adopted
son of a wealthy and socially distin-
guished family, making plenty of the type
of faux pas one might expect.
Naturally plenty of stunts have been
written into the story to give Bull a
chance to show his superhuman endur-
ance. The comedy is one that is not
only sure to please almost any audience,
but because of Bull's fame as a wrestler
and the outstanding roles he has played
in various dramatic productions should
be one of definite box office value.
In the cast are found Chuck Reisner,
Stanhope Wheatcroft, Claire McDowell,
Myrtle Lind, Charles Hill Mailes, Snitz
Edwards, Frank Kingsley and others.
A scene from "Missing Husbands." (Metro)
SPECIAL CAST IN
MISSING HUSBANDS
(METRO)
One of the encouraging foreign-
m a d e features — encouraging to
the home-grown variety. Massive
sets, good lighting, and a capable
cast. Story based upon a novel
by Pierre Benoit, "L'Anlantide."
Adapted by Jacques Feyder.
Length about six reels.
Either foreign producers love fairy sto-
ries or they think Americans do, judging
from the pictures they send for our con-
sumption. This French production, based
upon the myth of Lost Atlantis, is frankly
fiction. Consequently the element of hu-
man interest is lacking. Just how the
title "Missing Husbands" fits the story
is difficult to fathom. If they are "Anti-
nea's" husbands, "she should worry," in
the language of the literature-loving, for
she turns them into golden statues. Per-
haps they are philandering husbands of
other ladies, caught in Circe's spell. But
probably it is just a box-office title and
nothing more.
The story: Lieut. Saint- Avit reports to
his command somewhere in France, hav-
ing been gone for some time in Africa.
He is questioned regarding the where-
abouts of his companion, Captain Mor-
hange, and tells a weird story of being
led by an Arab they had saved from
death into the lost country of Atlantis.
This rescued person was apparently on a
scouting expedition for new husbands for
his miccn, Antinea. He tricks Saint-Avit
and Morhange into entering a cave,
where he burns hemp to cause them to
lose consciousness. Saint-Avit at once
falls captive to the large eyes and plump
figure of the queen, but Morhange is
made of sterner stuff and refuses to
swoon in the light that lies in Antinca's
eyes. The queen, naturally, falls in love
with him. She plays upon Saint-Avit's
jealousy, and, after drugging the latter,
gets him to use a silver hammer on his
companion's cranium. Saint-Avit. re-
morseful, escapes through the desert,
aided by one of the queen's captives and
the same man who had lured the two to
her kingdom. But Saint-Avit is warned
that he will return — regardless of the
fact that he has seen the room in which
Antinea's twenty-odd former husbands
now stand labeled, each one a golden
statue. When he finishes his wild yarn
the officer to whom he tells it is so en-
tranced by the picture Saint-Avit draws
that he offers to go back with him. And
there the story ends.
Captain Morhange, as played by Jean
Angelo, causes one to wish he had had
a regular story, for his work is good.
So is that of Georges Melchior as Saint-
Avit. In fact, the work of the entire cast
is commendable. Stacia Napierkowska is
"Antinea," and Marie Louise Iribe is
"Tanit-Zerga."
In spite of the improbable story, the
picture holds the attention through the
well-handled sequences, the unusual set-
tings, and the restrained performances of
the players.
"BIG BOY" WILLIAMS IN
THE TRAIL OF HATE
(FREDERICK HERBST)
Plenty of fighting and rough stuff
for those that like their Westerns
served neatly. "Big Boy" Williams
does his usual good riding and
ready fighting. Directed by W.
Hughes Curran from a story by
John Anthony Miles. Photo-
graphed by Charles Stumar.
Length five reels.
Cut according to the usual pattern for
Westerns, this latest "Big Boy" Wil-
liams story, "The Trail of Hate," has
nothing new in the way of story, but be-
cause of plenty of action and good pho-
tography it holds attention.
"Silent" Kerry, in the East with a con-
signment of horses, is almost run over by
a girl, Mary Stockdale (Molly Malone).
whose father happens to be a resident of
Kerry's town. This is merely a prologue.
The story opens with Kerry in his ranch
forming a vigilante committee to stop the
cattle rustling. The head of the rustlers
is Becker, and Stockdale is his tool. The
sheriff is also in Beeker's power. So
Kerry has the whole neighborhood to
fight and he goes to it eagerly. In fact
the story is just one fight after another.
When Mary arrives in the West Kerry
elbows aside the men sent by Becker to
meet her and this starts a lovely row in
which the entire village participates. Of
course Kerry comes off victorious, falls
in love with Mary and she with him.
Then Carmencita, the dance-hall queen,
loving Kerry, proceeds to complicate
matters by pretending she is Kerry's cast-
off wife. She is wounded in another tight
trying to save Kerry, so he takes her
home, and here she convinces Mary that
Kerry is her property. Things are finally
straightened out, after a few more fights,
the climax coming when Beeker and his
henchmen capture Mary and "Sunny."
Kerry's sister. Then Kerry fights the
three of them, Beeker falling over the
oft-used cliff. All ends happily, for Car-
mencita has a change of heart and con-
fesses.
A picture that will go over in houses
where they like Westerns, and there
seems to be more of a fondness for such
yarns than for the society stuff.
June 3, 1922
EXHIBITORS HERALD
55
GARETH HUGHES IN
DONT WRITE
LETTERS
(METRO)
Another "Saturday Evening Post"
story with the humor well
brought out and enjoyably acted.
One of the best vehicles Gareth
Hughes has had under the Saw-
yer-Lubin Productions. Directed
by George D. Baker. Five reels.
There is a distinct place for light,
sparkling comedies such as "Don't Write
Letters." Gareth Hughes succeeds in
putting the necessary human touches into
the role of an undersized, bashful youth
who falls in love with a romantic young
girl, in this adapted Blanche Brace story
and good judgment was displayed in
writing the subtitles.
The picture is a novelty, in a way, also,
with the unique first reel showing in well-
drawn cartoons the method of carving
love letters on stone and the dire results
of getting slapped on the head with one
of these missives; and then a mediaeval
love scene where a Romeo brings down
the wrath of Juliet's father by writing
notes to her and handing them up over
the balcony, only to fall in father's angry
hands. The story is a trifle draggy to-
ward the end, where the docile haber-
dashery clerk gives way to the stalwart
hero of the Argonne, and it is padded
with amusement-park scenes. On the
whole, there is sufficient first-rate com-
edy to carry it over these rough spots.
Book it, it will not disappoint.
The story concerns Bobby Jenks, clerk
in a department store, who pictures him-
self a hero in love with a beautiful girl.
He is handicapped when he enlists, how-
ever, by his size, and is consigned to the
mess shaGk. He orders a blouse from
the supply room and as a joke is given a
size 44 instead of one 34. While kicking
it about in his disgust, he finds a letter
in the pocket written by a girl in the
factory, asking "the big fellow" who
finds it to write. Bobby enters into cor-
respondence with her — Anna May Jack-
son, of Flatbush, Brooklyn, N. Y. — but
when the war is over and he returns to
New York he dreads telling her the truth.
Therefore he introduces another soldier
to Anna May. She refuses to marry the
substitute and forgives the real Bobby
Jenks for his deception, because, anyway
he "must have been a good mess cook."
Others in the cast were Bartine Bur-
kett, as Anna May; Herbert Hayes as
Richard Jenks, the Westerner; Margaret
Mann as Aunt Jane; Victor Potel, as an
awkward lover, and Lois Lee as his
sweetheart.
GLADYS WALTON IN
THE TROUPER
(UNIVERSAL)
A story of the stage, of a downtrod-
den wardrobe girl and her ulti-
mate come-back. Interest-
ing, principally because of Miss
Walton's clever characterization.
Five reels.
As a picture of small town life, of the
tribulations of a little wardrobe girl, and
a peek behind the scenes of the town
"opera house," this is fairly interesting.
Otherwise there is much straining for
humorous effects; too much beating and
rough handling of Miss Walton, and a
threadbare "vamp" finish that reminds
one of many other stories filmed before.
Miss Walton is as pleasing as ever and
puts zest into her work. The other
characters are well played, especially that
of the town youth, who is robbed by the
leading lady of a cheap show troupe. The
whole has been well staged, and ex-
ceedingly well photographed.
Advertise it as a comedy-drama of
stage life, and exploit it with a band-
wagon balahoo, which is the opening
scene of the play.
The little wardrobe mistress is in love
with the leading man of the "Curse of
Drink" Company, and in return for
slaving for him gets a photograph of
her hero. In the small town where they
play a week's engagement, with a daily
change of bill, she has little time for any-
thing else but press clothes. The leading
lady entices the son of the local banker
to her hotel room and later gets his
keys to the bank. Her husband robs
the vault and is about to make off with
the receipts from the show, when the
wardrobe girl warns the police, she hav-
ing heard their plans while locked in a
closet. They are captured and she finds
happiness with the town youth.
Hoot Gibson in a scene from "Step on It.'*
(Universal)
HOOT GIBSON IX
STEP ON IT
(UNIVERSAL)
A refreshing Western drama,
crammed full of action, gun play
and wild riding with a pleasing
love story running through it.
Much rugged Western scenery
and the naturalness of star's per-
formance will make a strong ap-
peal. Directed by Jack Conway.
Five reels.
Courtney Ryley Cooper furnished this
cowpuncher story, originally titled "The
Land of the Lost." It makes an unusu-
ally fine story for Hoot Gibson, as it is
full of incident, dramatic situations and
several big "punch" scenes and a novel
twist to the story lifts it above the usual
run of Westerns.
There is a slight stressing for comedy
effect in the early footage, but once the
story gets under way Director Conway
has developed it into a swiftly moving,
sure-fire tale that will satisfy the ma-
jority of patrons. The photography is
excellent, especially scenes of a burning
barn and the escape of the hero. Also
where Gibson stands off the gang single
handed while the heroine rides for aid.
Vic Collins is continually losing cattle,
but is unable to trace them beyond a
stream that skirts his ranch. Lafe
Brownell, an officer from Texas sent to
trace cattle thieves, tells Vic that the new
telegraph operator, whom Vic has be-
come interested in, is at the bottom of
the thefts. He follows her to a nearby
ranch and finds the bed of the stream
dry, because the water has been shut off
at a sluceway. Thus his cattle had been
driven across and the water turned on
again. He is captured by the thieves and
threatened with death, but the girl rides
to his ranch for help and it develops she
mingled with the gang to get evidence to
clear her brother's name of being a thief.
Hunter Comedy Opens
At New York Cameo
Star in Person at Showing
of American Releasing
Attraction
"The Cradle Buster," starring Glenn
Hunter, an American Releasing Corpora-
tion attraction, had its initial presentation
at the Cameo theatre, New York. Mr.
Hunter made personal appearances and
entertained with a comedy monologue.
Is a Favorite in N. Y.
Glenn Hunter has been a favorite with
New York theatregoers since establishing
a reputation as a portrayer of adolescent
youth in the title role of Booth Tarking-
ton's stage play, "Clarence," and his later
success in a role of the same type in sup-
port of Billie Burke in "The Intimate
Strangers."
Marguerite Courtot in Cast
"The Cradle Buster" is a comedy which
is said to be the best laugh picture of its
type since "Twenty-three and a Half
flour's Leave," and having, in addition, a
touch of sincere and real pathos. The
story it tells is of a youth who has been
mothered to distraction. On his twenty-
first birthday he resolves upon a declara-
tion of independence of his own and cuts
loose. What follows is declared to put the
kick into the picture. A cast, including
Marguerite Courtot, Wm. H. Tooker,
Mary Foy, Lois Blaine, Osgood Perkins,
and others, support Mr. Hunter.
All Ducks Not Stupid
Fox Comedy Indicated
Ducks and geese, for some unaccount-
able reason, long have been regarded as
the most stupid of Mother Nature's
feathered children. That this belief is a
false one is demonstrated in the Sun-
shine Comedy to be published by Wil-
liam Fox soon, called "The Wise Duck."
Many ducks perform unusual feats in this
film, it is said.
GLENN HUNTER, a featured player in
American Releasing Corporation's
"The Cradle Buster."
56
EXHIBITORS HERALD
June 3, 1922
Big Sales Made by Export & Import
On New Film, "The Curse of Drink
"The Curse of Drink" the screen ver-
sion of Chas. Blaney's famous melo-
drama of the same name has been pur-
chased by Ben Blumenthal, president of
Export & Import Film Company. Fol-
lowing closely on the heels of the pur-
chase, Export announces that half in-
terest in the pictures for the American
rights has been sold to L. Lawrence
Weber and Bobby North.
To Be Published in Fall
The Apollo Exchange, Inc., under
terms of the contract will distribute the
production on the independent market in
this country. Bobby North's exchange
will publish the picture in New York and
New Jersey. It will be issued in Fall.
Elaborate plans are being made to give
the production countrywide exploitation.
The picture will be backed by every con-
ceivable type of accessory which will
help to put it over with the public, it is
stated.
The Apollo Exchange, Inc., recently
purchased the New York and Northern
New Jersey rights of "The Jungle God-
dess" from the Export & Import Film
Company and is now publishing it.
Prepare Other Films
The Export & Import Film Company,
it is understood, has several other fea-
tures in preparation which they will
publish themselves in the fall. They are
now concentrating their American distri-
bution efforts on the Selig serial.
"The Curse of Drink" is a seven part
feature directed by Harry Hoyt. It fea-
tures an all-star cast, names of the
members of which have not as yet been
divulged.
Federated Plans to
Enlarge Activities
Joe Brandt Made Executive
Director; Prepare for
New Productions
The board of directors of Federated
Film Exchanges of American met at the
William Penn Hotel, Pittsburgh, on
May 10, 11 and 12, and perfected plans
that will enable Federated to forge to
the front as a factor in the distribution
of a selected series of pictures.
Broader Operations Planned
In reviewing the activities of opera-
tions during the past year, the Federated
concluded that while individual members
in their respective territories have done
much to convince the exhibitors that if
given the proper support they will have
bought pictures that have made real
money, the plans which were adopted at
the Board of Directors' meeting will
enable the Federated to widen the scope
of their operations so that Federated
will be able to present a solid front na-
tionally as well as in the individual terri-
tories.
Purchase Big Films
Joe Brandt was elected executive di-
rector of the Federated and upon his
appointment suggested a policy that will
include the purchase of probably some of
the biggest features and best short sub-
j«-rts being produced.
The directors who were present at the
meeting included: Joe Friedman, Cele-
brated I'layi rs Film Co.. C hicago; Sam
Grand. F ib rated Film F.xchange. Bos-
ton; Ben Amsterdam, Masterpiece Film
Attractions, Philadelphia; Bobby North,
Apollo Film Exchange, New -York City;
Harry Charnas, Standard Film Ex-
change, Cleveland, Pittsburgh; Pete Olet-
sky, Federated Film Exchange, Balti-
more.
Mix Making 35th
Picture for Fox
Thirty-five pictures for one com-
pany. That is the record of Tom
Mix, Western star, who is now
working on his thirty-fifth photo-
play under the banner of William
Fox. And indications are that he
will continue for some time produc-
ing for Fox.
Long Runs Only New
Policy on Lloyd Film
Star Insistent That Comedy
Play Motion Picture
Houses Only
Arthur S. Kane, president of Asso-
ciated Exhibitors, states that exhibitors
are besieging the home office of the com-
pany with attractive booking offers on
Harold Lloyd's latest comedy, "Grand-
ma's Boy," which is the star's first five-
reel subject.
Contract Long Runs
President Kane says that it is signi-
ficant to note that all of these booking
offers are for runs of two weeks and
more. Because of this fact, Mr. Kane
announces that the company has adopted
a policy of long runs. Engagements of
a few nights or even a week are not being
considered at this time.
"Grandma's Boy" will play nothing but
the motion picture theatres. The come-
dian, ill a letter to Mr. Kane, says:
Play Only Film Houses
"I am most decidedly of the opinion
that 'Grandma's Boy,' my forthcoming
release, belongs in the straight-out pic-
ture theatres rather than the 'legitimate'
houses. This is as true in the case of
long runs as in those of brief duration:
of the large centers as well as the smaller
towns.
"The exhibitor is part and parcel of
our industry. He devotes his time, his
abilities and his capital to it, and he
stands to lose as well as to gain. The
exhibitor is the central link in the chain
binding the star to his public."
"Blood and Sand" Nears
Completion Under Niblo
Direction at Lasky Lot
Fred Niblo has practically completed
his special production for Paramount,
"Blood and Sand." The picture is now
in the cutting room being prepared for
the titles.
Rodolph Valentino, who was featured
in "The Four Horsemen" and George
Melford's "The Sheik," makes his debut
as a Paramount star in this picturiza-
tiop oi Vicente Blasco Ibanez's novel of
a bull-lighter's life. June Mathis wrote
the scenario and Valentino, as the tore-
ador, Gallardo. is said to have the most
picturesque role of his career.
Settlement Made in
Bible Picture Case
Louis Weiss Makes Statement
Regarding Rights on
"After Six Days"
Louis Weiss of Weiss Brothers Art-
class Pictures Corporation, has issued a
statement regarding the rights to "After
Six Days," the feature version of the Old
Testament. His statement reads:
"I wish to make it clear that all legal
difficulties involving the production have
been settled out of court satisfactorily to
all parties concerned.
Controlled by Artclass
" 'After Six Days' is controlled and will
be handled exclusively by Weiss Brothers
Artclass Pictures Corporation. In pass-
ing, I wish to express the highest per-
sonal regard for Luporini Brothers,
American agents of the foreign interests
from whom 'After Six Days' was acquired
by Artclass Pictures Corporation. At the
present moment the most cordial rela-
tions possible exist between Luporini
Brothers and Weiss Brothers.
"I consider this film one of the most
important ever brought to this country
and it is our intention to accord it an ex-
ploitation campaign and presentation in
keeping with its general magnitude and
public appeal."
Kosch Handles Case
Harry G. Kosch represented Weiss
Brothers throughout the litigation, while
Luporini Brothers were represented by
Thomas McMahon.
Mr. Weiss also stated that his company
has obtained from D^cla-Bioscop of Ber-
lin a new feature "which I feel sure will
create a furore when it is shown in this
country."
Forty Principal Cities
Now Playing New Coogan
Films Sol Lesser States
According to Sol Lesser, who has re-
turned to the West coast after six weeks
in the East, Jackie Coogan's latest pic-
ture, "Trouble," is now showing in forty
principal cities throughout the L'nited
States, at Associated First National fran-
chise theatres.
To date business on the first runs have
been consummated with franchise holders
of First National only. While there has
been no definite closing of distribution
arrangements, it is generally understood
that Jackie's new production will go
through First National distributing chan-
nels.
The picture will be widely circulated
the latter part of May and during June
Mr. Lesser states, and by the end of June
will have played in nearly all principal
cities.
New Film on Schedule of
Second National for June
Charm is declared to be the outstand-
ing quality of "Brenda's Heritage,"
scheduled as an early June publication by
Second National Pictures Corporation-
Based upon a "lost heiress" theme, it
deals with the childhood and young
womanhood of Brenda on a canal barge
the girl believing herself to be the daugh-
ter of the bargee and bis wife. The pic-
ture is said to provide many unusual and
interesting situations.
Marjorie Villis, James Knight and Ber-
nard Dudley enact the leading roles.
June 3, 1922
EXHIBITORS HERALD
57
Universal Announces Its Program
Of Jewel Pictures for Next Year
Nine Definite Productions on Schedule With at
Least Three More to Come Laemmle States;
Exchanges to Have Some Prints by June
Offers Solid
Program Plan
A new plan, whereby various of
its pictures are grouped together tc
form a solid program, has been in-
augurated by Carl Laemmle, presi-
dent of Universal. Under the ar-
rangement a series of complete
shows, comprising a feature, a
comedy, another short subject and a
news reel are being assembled and
will be distributed as a complete
evening's entertainment during the
summer.
The result of this system, it is
pointed out, will lessen rental costs
and transportation charges during
the summer months. The complete
programs will include the best se-
lections from Universal's successes
of the immediate past and from the
attractions to be published within
the next few months.
Universal Jewels, special attrac-
tions, Westerns, serials, Century
comedies, Star comedies, Interna-
tional News Reel and other special
productions will constitute the
make-up of the solid programs.
"There will be no attempt to
force any kind or class of pictures
on the exhibitor with these shows,"
says Mr. Laemmle. "An exhibitor
will be able to buy a comedy-drama
program, or a straight Western pro-
gram or an-of-doors picture pro-
gram. There will be all sorts and
combinations of features, Westerns
and comedies to be had."
There are more than a thousand
Universal pictures of comparatively
recent date available for the solid
programs. Under the method of
assembling full week shows of films
featuring any particular stars can
be obtained.
Apollo Exchange Acquires
Important Territory for
Carewe's "I Am the Law"
Bobby North of the Apollo Exchange.
Inc., 1600 Broadway, New York, has pur-
chased from Affiliated Distributors the
territorial rights of the Edwin Carewe
special "I Am the Law" for the Metro-
politan district of New York, which in-
cludes Westchester County and every-
thing in the state of New York south of
that point.
The disposal of the Metropolitan dis-
trict of New York means that about
seventy per cent of the United States
.territory has already been sold on the
picture, and the entire foreign rights.
Arrow Picture Exploited
By Star's Song Via Radio
A novel exploitation stunt was effectec!
jby J. Charles Davis, publicity director of
Arrow when he arranged to have John
Lowell, star of "Ten Nights In A Bar-
room," sing the song which forms the
central theme of the photoplay "Father,
lear Father, Come Home to Me Now."
iver the radio at a broadcasting station
it Cumminsville, O.
Support Jones in Film
Charles Jones will be supported by
■ielen Ferguson and Irene Fenwick in
lis latest Fox picture titled "West."
The .full quota of Universal-Jewel pro-
ductions for- next year has been an-
nounced by Carl Laemmle, president of
Universal. The program includes nine
definite publications, with three more to
be decided upon later. AH but two of the
nine pictures are in production and most
of them entirely completed. Three of the
films will be in the exchanges before the
end of June. Universal is in the strong-
est position it has ever found itself on its
Jewel pictures, it is declared.
Three Now Under Way
The three pictures which are being
made at the present time are "The Storm"
with an all-star cast headed by House
Peters; "The Flame of Life" starring
Priscilla Dean, and "Human Hearts" fea-
turing House Peters and a star cast.
The line-up of the Universal program
includes the following pictures:
"The Storm," "Human Hearts," "Un-
der Two Flags," "The Kentucky Derby,"
"The Flame of Life," "The Flirt."
"Trimmed in Scarlet," "Oats for the
Woman," and two Jewels by Von Stro-
heim, one of which is already in produc-
tion.
House Peters Heads Cast
"The Storm" has an all-star cast
headed by House Peters which includes
CARL LAEMMLE, president of Uni-
versal who has announced the next
year's Jewel program of the company
and a new plan of "solid programs" of
Universal publications.
Virginia Valli, Matt Moore and Josef
Swickard. It is from the stage play of the
same name.
"Human Hearts," directed by King
Baggot, is from the Hal Rcid melodrama.
House Peters has the leading role, sup-
ported by Edith Hallor, former Follies
beauty, Mary Philbin, George Hacka-
thorne. Russcl Simpson, Ramsey Wallace
and Gertrude Claire.
"Under Two Flags," starring Priscilla
Dean, by Ouida, was directed by Tod
Browning and is said to surpass the pre-
vious best efforts of the star. The cast
includes James Kirkwood, Stuart Holmes,
Ethel Grey Terry and David Johnson.
Film Dazey's Melodrama
"The Kentucky Derby" is trom Charles
T. Dazey's melodrama "The Suburban
Handicap" which Universal has owned
for some time. The film was directed by
King Baggot and includes many scenes
made at the Kentucky derby and other
race-track classics. It is a Jewel picture
with Reginald Denny. Lillian Rich, Em-
mett King, Gertrude Astor. Kingsley
Benedict, Lionel Belmore 'and Walter
McGrail.
"The Flame of Life" is from Frances
Hodgson Burnett's romance "That Lass
o' Lowries." Priscilla Dean is the star
in this Jewel film, which was directed
by Hobart Henlev. The cast includes
Wallace Beery, Robert Ellis, Frank Lee
and others.
Two Films by Stroheim
"The Flirt," with Eileen Percy and
Helen Jerome Eddy in important roles,
is from Booth Tarkington's famous novel.
It was directed by Hobart Henley.
Others in the cast are Edward Hearn,
Lydia Knott. Buddie Messenger, Lloyd
Whitlock, George Nichols and Bert
Roach. "Trimmed in Scarlet" is William
Hulburt's Broadway play which will star
Priscilla Dean. The other Jewel feature
will be Fannie Hurst's novel, "Oats for
the Woman."
Von Stroheim will add another produc-
tion to the schedule. The picture has not
as yet been titled although it is an-
nounced that the cast will include Stro-
heim himself, Mary Philbin, Ceasare Gra-
vina, Maude George, Dale Fuller and Al
Edmundson.
Virtually Entire World
Sold on Lincoln Serial;
New Chapterplay Planned
Louis Weiss has announced the sale of
"Adventures of Tarzan," the fifteen-epi-
sode serial starring Elmo Lincoln, to
every territory in the world with the ex-
ception of two in this country and two
abroad. This serial was sold via the state
right market in this country. At the
present moment the territories unsold are
New England and Washington, Oregon,
Northern Idaho and Montana. The film
has been sold to every foreign country
except Spain, Portugal and Scandinavia.
Weiss Brothers' will announce shortly
the completion of plans for the produc-
tion of a new Lincoln serial, dealing with
an entirely new theme.
58
EXHIBITORS HERALD
June 3, 1922
Pathe's Arctic Film
Booked by Rothafel
Eschmann Closes Contract
for Premiere on
June 11
E. A. Eschmann, general sales man-
ager of Pathe, announces that the pre-
miere of "Nanook of the North," a pic-
ture of native life, love and struggle in
the Arctics, will be at the Capitol theatre,
New York, on June 11.
After viewing the feature, Samuel
Rothafel said: "I consider 'Nanook of
the North' so out of the ordinary, so dis-
tinctive and original, and so rich in other
elements entering into an unusually fine
picture, that I feel no doubt of its wel-
come by Capitol patrons."
Praised by Eschmann
"It was a foregone conclusion," said
Mr. Eschmann, "that this novel and won-
derful human-interest story of cheerful
and courageous conflict with the most
forbidding forces of nature would begin
its career on Broadway. We felt from
the time of our own first view of 'Nanook
of the North' that no exhibitor in the
world could afford to deny his patrons
the privilege of seeing it."
Filmed in Far North
"Nanook of the North" is said to be
the only motion picture feature ever
photographed wholly in arctic conditions
and dealing from beginning to end with
the fascinating life-drama of native Es-
kimo characters whose existence has re-
mained entirely independent and ignorant
of the forces of civilization. It was made
during two winters and summers by
Robert J. Flaherty, leader of five Sir Wil-
liam Mackenzie expeditions into the
Northeast Hudson Bay regions known as
the Ungava Peninsula.
Will Publish Series of
Westerns Starring Miller
A series of twelve five-reel western
dramas, starring "Ranger Bill" Miller
will be state righted through the Inde-
pendent Producers Distributing Syndi-
cate, it is announced from the company's
offices in Los Angeles.
The first three pictures of the series
which will be placed on the market at
once are titled "With Naked Fists,"
"Guilty," and "The Fighting Ranger."
"I Am the Law" Receives
Many Favorable Comments
C. C. Burr, president Affiliated Distrib-
utors, Inc., which is publishing the Ed-
win Carewe special "I Am The Law,"
finds that exhibitors from all over the
country arc lauding the picture as one
of the big bets of the year.
Mr. Burr practically disposed of sev-
eral territories while in Washington re-
cently.
Arrow Issues Novelties
On "The Innocent Cheat"
Arrow Film Corporation has prepared
for exhibitors who play the newest Ben
Wilson production, "The Innocent
Cheat," two striking novelties. One is a
picture of a vampire type woman, which,
when unfolded reveals her in contrast
as the motherly type with a baby in her
arms, The other is a playing card ad-
vertising the picture.
Paramount Has
South Sea Films
The books of Frederick O'Brien,
W. Somerset Maugham, . Joseph
Hergeshimer and others have cre-
ated wide interest in the South
Seas, and Paramount has capital-
ized this interest by producing three
new pictures which show the South
Pacific archipelago at its best, with
enough of its worst thrown in to
make drama.
The pictures are Mary Miles
Minter in "South of Suva," by
Ewart Adamson; Jack Holt in "The
Man Unconquerable," directed by
Joseph Henabery and Betty Comp-
son in "The Bonded Woman,"
which Philip Rosen directed.
Fox Unit Ready to
Sail for England
Millar de Heads Company to
Film Hutchinson's "If
Winter Comes"
In order to preserve the atmosphere
and native flavor of the book, William
Fox has decided to send a company to
England to make the principal scenes on
the exact locations described by A. S. M.
Hutchinson, the author, in the filming of
his book, "If Winter Comes."
Millarde to Direct
Harry Millarde has been selected by
the producer to direct the picture. As-
sociated with him will be Dave Solomon,
assistant director, and Joe Ruttenberg,
cameraman. They will sail for England
on the Cynthia, May 25. Their head-
quarters will be at 13 Berners Street in
the Oxford Street district, London, the
principal office of Fox Film Corporation
in Great Britain.
In London Mr. Millarde and his staff
will meet A. S. M. Hutchinson, the author
of "If Winter Comes." A series of im-
portant conferences will be held, at which
details of the production will be threshed
out.
Fox at Conference
William Fox will also be in London at
this time and will sit in these conferences.
Mr. Fox has taken an active part in the
formative work of all Fox special pic-
tures. The cast of players has not been
announced.
Fairy Story Is Newest
Vehicle for Baby Peggy
Baby Peggy, the youthful Century
comedy star, will have as her next
vehicle "Jack and the Beanstalk." She
has completed another fairy story, "Little
Red Riding Hood," and "Peggy Immi-
grates."
Lee Moran has a story of married life
in "Henpecked," one of his recent Cen-
tury comedies.
"Reported Missing" Sets
New High Booking Mark
To date bookings on "Reported Miss-
ing,"starring Owen Moore, registered at
the Sclznick offices in New York, surpass
in number and importance the bookings
on any other photoplay which the firm
has ever published. The required prints
have but recently arrived in the branches
and first-run houses everywhere arc just
beginning to play the picture.
Six Big Pictures on
Program of C. B. C.
First of Special Features
for State Right Field
in Production
An extensive feature program is an-
nounced by the C. B. C. Film Sales Cor-
poration for the state right market.
Harry Cohn, Joe Brandt, and Jack
Cohn of C. B. C. will handle a series of
six big melodramas, the titles and sub-
ject-matter of which are promised to be
box-office successes of first-run calibre.
The pictures are being made specifically
for C. B. C.
Feature Rosemary Theby
First of these features is "More to Be
Pitied Than Scorned," on which produc-
tion work is well under way. Rosemary
Theby plays a leading role. Alice Lake,
star of "The Famous Miss Revelle," and
other pictures, also plays a leading part.
J. Frank Glendon is another featured
player in the picture, as is also Philo
McCollough. Also in the cast is Baby
Josephine Adair, child star. The produc-
tion is directed by Edward Le Saint.
Taken from Stage Plays
Second on the list is "Only a Shop-
girl," Charles E. Blaney's New York
success. Other features on the list are
"Sidewalks of New York," with an all-
star cast, "Pal o' Mine," "The Lure of
Broadway," and "Forgive and Forget,"
all established stage successes with ex-
ceptional film material and all presented
by all-star casts.
This series of features will, the
C. B. C. officials believe, prove one of the
most unusual programs of recent years
from a box-office point of view.
Clark-Cornelius Corp.
To Launch New Series
Of Popular Star Films
Another popular star series will be
available on the program of Clark- Cor-
nelius Corporation immediately upon the
completion of the George Chesebro
mounted police pictures. Also, in addi-
tion to the twenty-six two-reel detective
stories by Major Ross D. Whytock,
there will be a novelty comedy reel to
alternate with these subjects.
"Under our plan of deposit and time
payment arrangement with reliable ex-
changes we have placed the exchange in
a position where he had a number of
pictures for immediate publication and
also enough money in the treasury to ex-
ploit these pictures," says General Man-
ager Rollo. "It gave them the oppor-
tunity of offering the exhibitor a definite
number of pictures and permitted them
to pay for them while they were earning."
"The Bachelor Daddy"
Scheduled for May 28
Paramount announces as its publication
for May 28, Thomas Meighan in "The
Bachelor Daddy " This is a story by
Edward Peple. Olga Printzlau wrote the
scenario and Alfred E. Green directed.
The picture has a genuine heart in-
terest theme — a man's love for five moth-
erless children who have been entrusted
to his care by a dying friend.
Hillyer Directing Mayo
Lambert Hillyer has been engaged to
direct Frank Mayo in his next Universal
production.
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 57
"All the proposed Sunday legis-
lation is simply a human attempt to
whitewash what God designed to
wash white. To condemn movies
because some things may be objec-
tionable is like refusing to eat fish
because it contains bones." — The
Rev. D. H. Jones, former Baptist
minister.
Presbyterians Mass
For War on Theatre
"While we have faith in Mr. Hays as a Presbyterian elder, we
are awaiting to see what he is able to put across. However, if the
movies don't clean up for six days in the week and clear out on the
seventh day, our sword is unsheathed and we will fight the com-
mercialized movie trust to a finish."
That statement comes from the Rev.
Harry L. Bowlby, general secretary of
the Lord's Day Alliance, and was made
at the Presbyterian general assembly held
recently in Des Moines.
The assembly adopted its committee's
report condemning Sunday motion pic-
tures. An effort on the part of an Indi-
ana minister to put through a resolution
"discouraging the use of the automobile
on the Sabbath" was defeated.
* * *
Bowlby's attitude is that of a trouble-
maker. He is the most dangerous type
which the industry has to fight. His
livelihood depends upon his success in
forcing his intolerant plans upon the
people.
Both the theatre and the automobile
.ire recreational. Everybody, rich or
:>oor, may enjoy the theatre. Only those
people of means may enjoy the auto-
mobile. Many clergymen have their
lutomobiles. That is the reason the reso-
ution "discouraging the use of the auto-
nobile on the Sabbath" was defeated.
Reformers, and many ministers may
>e so classed, claim that the reforms they
;eek are for public welfare. The fact is
hat they seek to oppress only that which
loes not interfere with their own per-
sonal lives.
. The industry can not meet the reform
element on a mutual basis. No effort
should be made to do this. Exhibitors
nust disregard the intolerants and go
lirect to the people with their plea for
reedom from oppression.
* * *
Bowlby told the assembly that "we ex-
>ect to fight battles for Sunday legis-
ation in forty-three states this next year."
"Ie has been marshaling his forces for
hese fights for many months. Unless the
ndustry wishes to go down in defeat,
t must fight back. The time to begin
ighting is now and not at the eleventh
lour, when a piece of legislation has
passed to final reading or is waiting for
a governor's signature.
Every exhibitor must use his screen,
his program and newspaper space in an
effort to crystallize public opinion in his
support. Unless this is done his theatre
sooner or later will become the property
of the reform element.
Bowlby and the Presbyterians have de-
clared war on you. You must make a
counter-attack now or your cause is lost.
Survey of Conditions
Made by First National
(Continued from page 26)
is done. New Haven reports that fac-
tories are running on better time, and
that building conditions are improving.
Dallas reports an abundance of rain after
considerable drought which assures ex-
cellent crops, and is very optimistic over
the outlook for next season. Montreal
expects that by September the return
to normalcy will have been completely
effected. Portland, Ore., announces that
full time at all manufacturing plants will
be the order of the day next fall and
winter, with consequently better business
at the theatres. Chicago feels that, with
the relief in the coal situation and the
advance in corn prices, likely to material-
ize between now and October, a real de-
gree of prosperity should be felt through
the territory.
3. Will Rentals Go Higher, Remain
Firm or Go Lower?
Fourteen territories express the belief
that rentals will remain firm during the
coming season. Twelve look for a de-
clining tendency in prices. Four think
that in some instances rentals will ad-
vance especially on attractions o£ un-
usual merit. There is strong conviction
in many territories that the ordinary pic-
ture will continue to go down in price,
while the real special will profit by com-
manding the higher figure. Keen com-
petition in some of the first-run cities will
hold rentals up or advance them. In
non-competitive towns, little improve-
ment over the present low rental prices
is looked for.
4. Admission Prices — Higher or Lower?
Sixteen territories contend that admis-
sions will remain at the level they have
reached today. Fifteen take the position
that they should and probably will go
still lower. East and Middle West are
squarely divided on the matter. The
South seems to be hovering in indecision
as to whether present admission prices
can be maintained, or whether further
cut is necessary. In the Far West, Den-
ver, Seattle, Salt Lake City and San
Francisco do not anticipate a lowering
of prices, while Butte, Los Angeles and
Portland (Ore.), claim that a reduction
is inevitable. Canada is uncertain, but
the Maritime Provinces report that prices
will remain firm at the box office.
5. What Is the Attitude of the Exhib-
itors Toward Longer Runs?
Here there is a wide divergence of
opinion. In the San Francisco territory the
small-town exhibitor hesitates to increase
the run of a picture, while the city ex-
hibitors are convinced that longer runs,
with pictures that will warrant them.
Order Your Slides
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, IU.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
Name
(Write name and address legibly)
Theatre
Street
I City
60
EXHIBITORS HERALD
Tune 3, 1922
BETTY COMPSON in a scene from "Always the Woman,
production.
a new Goldwyn
are the order of tomorrow. The Middle
West is divided. Indianapolis, Milwau-
kee, Minneapolis, Omaha and St. Louis
are, as a whole, against extended runs.
Cleveland, Cincinnati, Kansas City, Des
Moines, Detroit, Louisville and Chicago
favor them. The Far West strongly
favors them, Denver being the exception.
The East is divided on the question,
New England opposing it, together with
Eastern Pennsylvania, while New York
State and Pittsburgh are eager for them.
In the South, it is the southwest that be-
lieves in longer runs, while the South-
east is conservative in this respect. Cer-
tain territories, notably New England,
feel that longer runs have not been gen-
erally successful because of business de-
pression, the implication being that with
a return to noimal conditions the longer
run for the better picture will come into
its own.
6. Are New Theatres Being Planned in
Your Territory?
As compared with the volume of the-
atre construction which was going on
three or four years ago, building in the
industry has almost reached the vanish-
ing point. There is considerably less
planned or under way than there was a
year ago. Fifteen territories report that
"a few" new theatres arc in sight next
year. Thirteen announce that no the-
atre construction of any description i.->
going on, one or two adding that some
remodeling is being done or projectea.
The San Francisco, Louisville and
Buffalo territories exhibit more activity
than the others, yet of these, San Fran-
cisco reports a total of thirteen new the-
atres under way or in contemplation.
Louisville about fifteen and Buffalo no
definite number. It would appear that
the saturation point has been reached so
far as the number of morion picture the-
atres is concerned, and one or two of the
territories complain that there are too
many theatres in them as it is.
7. What Is the Volume of Business at
the Theatres as Compared With
Last Year?
There has been a marked decline in
the volume of business at the theatres
this year, a* compared with a year ago.
I -timati ■ raiiK'i all the from :.'<! per
cent to 57 per cent. The average appears
to be about one-third, but the very sharp-
ness of the decline is an omen of an up-
ward turn in theatre attendance between
now and the first of the year. Some
territories report an improvement in at-
tendance during the past three months.
One territory, Oklahoma City, reports
that business is better than it was a year
ago, and Detroit contends that the the-
atres have held their own as compared
with last year.
8. Has the Big Special Affected the
Regular Program Picture in
Bookings?
More than half of the territories agree
that the big special has cut into the
bookings of the regular program pictures
in a decided manner, and has not only
made fewer bookings for the ordinary
picture, but has forced down rental
prices on them. About a dozen terri-
tories insist that the big special has not
interfered seriously with program pic-
tures, among these being New York,
Philadelphia, Washington, Des Moines,
Louisville, Denver and the Pacific Coast.
It is the extension of runs of big pictures
that seems to have most seriously inter-
fered with the program picture by cut-
ting down the number ot open booking
days.
One particularly interesting analysis
from a Middle Western territory contains
this account of present conditions:
"The big special has cut down the run
on regular feature attractions and made
them almost wholly ineffective as far as
getting business is concerned. Without
the big special, the theatre has been un-
able to do any business worth speaking
of. This condition may change by next
fall, so that we can get an average pic-
ture. As a period of depression becomes
a period of adjustment, and the former
high normal seeks its level with ad-
justed conditions, we will have a new
normal business and be able to expect
a certain amount of business for average
pictures."
Other territories contend that the
smaller towns are and always will be in
need of a plentiful supply of averagely
good pictures, which can be had at a fair
price, to sandwich in between such big
specials as they can afford to book.
"High Stakes" Is
Screened in East
Is First of Series of Six
East Coast Productions
Specials
"High States," the Western special
production in which J. B. Warner is sup-
ported by an all-star cast, reached New
York from the Coast late last week, and
was screened by Franklyn E. Backer for
his staff. The picture was produced by
Metropolitan Productions and is being
published through East Coast Produc-
tions, Inc. It is the opinion of Mr. Backer
and Jack Von Tilzer, general sales man-
ager of East Coast Productions, that
"High Stakes" will make the same hit
with every exhibitor who sees it that it
did when it was shown by George kreer
at his Ambassador theatre in Los An-
geles, where it had a preview showing.
Is First of Series
"High Stakes" was adapted from Earl
Wayland Bowman's American Magazine
story of the same title, and those who
have read the printed version say that the
best has been made of it in the film story.
It is the first of a scries of six Western
specials in which Mr. Warner is being
starred.
Others on Schedule
Mr. Backer announces the titles of the
other pictures which he has in prepara-
tion and in which Warner will be starred.
They are: "Crimson Gold," "Flaming
Hearts," "Wolf Man," "Danger Ahead"
and "Red Courage." These are scheduled
for production and publication in the
order named.
Broadway Strand Holds
Warner Film Over for
Second Week's Showing
Warner Brothers' latest attraction,
"Your Best Friend." a Harry Rapf pro-
duction, starring Vera Gordon, declared
by its distributors to be one of the big-
gest features of the season, is creating
an unusual number of predecents since
its publication, according to exhibitor
and newspaper reports.
The feature was held over a second
week at the Broadway-Strand, Detroit.
Miss Gordon appeared in person at the
theatre.
Many theatres, including the Strand,
Cincinnati; Orpheum, Akron; Colonial,
Columbus; and the Strand, Milwaukee,
also will have the star appear in person
during the showing of the attraction.
Clark-Cornelius Detective
Stories by Ross Whytock
Ross D. Whytock, who was in charge
of the New York port during the war
and has also served as special investiga-
tor in the Secret Service, is author of the
series of twenty-six two-reel detective
stories which Clark-Cornelius is publish-
ing on the state right market. The sto-
ries ate based on actual experiences of
Mr. Whytock among criminals.
First National to Publish
Morosco Picture, June 12
The first Oliver Morosco picture, "The
Half Breed." will be published by the
Morosco Holding Company, through
l ust National on June 12.
By the terms of the contract with First
National, lour Morosco pictures are to be
delivered before January 1, L923.
June 3, 1922
EXHIBITORS HERALD
61
Big Cosmopolitan Film
Directed by Vignola to
Be Ready in Near Future
Cosmopolitan Productions' ten-reel fea-
ture. "When Knighthood Was in
.Flower," starring Marion Davies, which
the producers claim to be the most beau-
tiful picture ever made, is rapidly being
brought to completion. Only one big
scene is left to be shot. A tournament
with armored knights jousting will be
made.
Scenes in the interior of Notre Dame
Cathedral also remain to be photo-
graphed. This latter set is said to be one
of extreme beauty and Joseph Urban.
Cosmopolitan Productions' scenic direc-
tor, is taking great pains to make it an
exact replica of the original.
Robert G. Vignola. director of the big
picture, is planning a long rest after the
production is finished.
Fairbanks Picks Cast for
"Robin Hood" Production
In the selection of the cast for his next
picture, "Robin Hood." Douglas Fair-
banks has chosen Wallace Beery, Sam
de Grasse, Enid Bennett, Paul Dickey.
William Lowrey, Alan Hale, Willard
Louis and Dick Rosson for important
roles.
Fairbanks himself will play the part of
the Earl of Huntington and Robin Hood.
Allan Dwan is directing the picture.
New Leah Baird Picture
To Be Published June 4
Leah Baird's new Associated Exhibi-
tors feature. "When the Devil Drives,"
11 be published on June 4. One of the
novel features in this picture is the fact
that both of the principal roles are en-
Hacted by women. Assurance is given,
however, that the film does not lack for
Ajexciting dramatic action because of this
fact.
New Doris May Film Ready
I "The Understudy" is the name of Doris
[{May's latest vehicle for publication by
i|R-C Pictures. Christine Mayo. AdeU
Farrington and Arthur Hoyt are in the
:ast. William A. Seiter directed the pic-
ture.
Educational to Start
Publication of Doyle
Stories in Early June
The Adventures of Sherlock Holmes,
the series of twelve two-reel pictures
made from the stories by Sir A. Conan
Doyle, have been scheduled for publica-
tion by Educational, two each month, be-
ginning early in June.
The first two releases of the series will
be "The Devil's Foot" and "The Dying
Detective."
Eille Norwood, famous English actor
who is a genius at make-up and disguise,
plays the part of Sherlock Holmes in
these pictures and in all others of The
Adventures of Sherlock Holmes. An-
other well-known English character
actor, Hubert Willis, is the detective's
bosom friend. Dr. Watson. The pictures
were directed by Maurice Elvey and were
made in England, in the locations about
which Conan Doyle wrote. The house on
Baker street, London, which is shown in
the pictures as the residence of Sherlock
Holmes, is supposed to be the very house
which Conan Doyle had in mind as the
\
Four Comedies to Be
Published by Century
During Month of June
Stern Brothers' Century comedy pub-
lication for June include "Some Class,"
featuring Brownie in a story about
school days and the pranks of children
who are trying to get a vacation ahead of
time. It was directed by Alf Goulding.
"Speed Up," with Harry Sweet, which
was directed by Arvid Gillstrom. "Ten
Seconds," a parody on the fight in the
"Leather Pushers," starring Lee Moran
and directed by Fred Hibbard.
"Horse Tears, starring "Queenie" the
Centurv horse and directed by Fred
Hibbard. illustrates some more of her
pranks in which she appears almost
human.
Patricia Palmer Forms
Own Producing Company
Patricia Palmer has formed her own
producing company and will start work
shortly on the filming of a series of six
five-reel rural stories in which she will
appear for Independent Producers Distrib-
uting Syndicate. Production quarters have
been leased at Balboa studios, Long Beach,
and the supporting cast is now being as-
sembled.
With the launching of her own com-
pany. Miss Palmer becomes one of the
youngest producers in the independent
field. She is 23 years old.
Not With Selig-Kalem
Export & Import Film Co., Inc.. is in
receipt of a telegram from Col. Wm. N
Selig stating that he has no connection
with the Selig-Kalem Company.
GOING! GOING! GONE!
100( ( Territory almost gone on
EDDIE P010
in his ireatest serial
§
NKSiP
Wire for yours quick or it will be gone.
These buyers know what a good bet "CAP'N
KIDD" is.
Commonwealth Film Corp., New York — For New York. Northern New Jersey.
Celebrated Players Film Corp., Chicago — For Indiana, Wisconsin, Northern Illinois.
Masterpiece Film Attractions, Philadelphia — For Fastern Penn., Southern N. J.
Standard Film Service, Cleveland — For Michigan, Ohio, Western I'enn., W. Virginia.
Federated Film Exchange, Boston — For Maine, New Hampshire, Vermont, Rhode
Island, Connecticut, Massachusetts.
Big Feature Rights Corp., Louisville — For Kentucky, Tennessee.
Federated Film Exchange, Baltimore — For Delaware, Maryland, District of Colum-
bia, Virginia.
Richards and Flynn, Kansas City — For Kansas and Western Missouri.
Fontenelle Feature Films, Omaha — For Iowa and Nebraska.
First National Pictures, Charlotte — For N\ Carolina. S. Carolina, Florida, Ga., Ala.
Creole Enterprises, New Orleans — For Louisiana, Mississippi.
Fine Art Pictures Corp., St. Louis — For Eastern Missouri and Southern Illinois.
Wire
STAR SERIAL CORPORATION
Joe Brandt, Pres.
>00 Broadway New York
HERE'S ALL THAT'S LEFT
Minnesota territory
Seattle territory
Canada
California territory
Texas territory
Denver territory
62
EXHIBITORS HERALD
June 3, 192;
T
RAVELING
NEBRASKA
THROUGH
With
H. E. NICHOLS
Verdigre. — Joe Heins has been laid up
with a severe attack of inflammatory
rheumatism, but is now able to walk
around. Joe is running what he calls a
"Community Matinee" free admission,
under the auspices of the local merchant's
club.
* * *
Creighton. — The home of the "Blizzard
Fan" Company. F. C. Largen, the in-
ventor, demonstrated for us, a 36-inch
fan operated by a 5 horse-power motor,
and explained it would ventilate theatres
up to a capacity of 600 seats. Mr. Largen
was formerly a technical engineer with
the General Electric Company. Cliff
Largen, his son, is running the Lyric and
states business is fine.
Plainview. — F. G. Jewell states that
his monument business is a dead issue
right now so he has plenty of time to
remodel his Jewell theatre and redec-
orate. Fred is sure a Simplex booster.
* * *
Brunswick. — Frank Ferrell has taken
over the Paramount theatre and will run
two nights a week, for the present.
Frank reports business picking up.
* * *
Clearwater. — A new Gardiner screen,
size 10x12 has been hung in the Palace.
M. M. Hanson says his garage business
is good but the theatre's punk.
* * *
Ewing. — E. L. Davies, the local hard-
ware merchant, has closed his Quality
theatre down to one night a week.
* * *
Orchard. — The Rex is now running
under the able management of A. C.
King, Jr., a local banker. 'Tis said Fred
Largen of Creighton made a real show-
man of A. C.
Page. — C. L. Shanner is everything but
the station agent in this town. The Cozy
is doing a nice business, too. Here's one
town where the exhibitor is sure of
getting the juice as C. L. operates the
local electric light plant.
* * *
Atkinson. — A. G. Miller, a former
salesman, has joined the exhibitorial
ranks. A. G. is operating the Miller the-
atre at this point and plans to build a
400-seat house this year where he will
install the latest equipment.
* * *
Stuart — Max Seger was all excitement
the other night, the reason was a big spe-
cial feature he was putting over. The
Gem will be completely remodeled this
summer and play two nights a week.
* * *
Newport. — Jim Sutherland states busi-
ness is a little off and that he will now
run only two nights a week. Jim's place
at Basset will only be open one night a
week.
* * . *
Long Pine. — H. G. Schmidt has pur-
chased the Palace. H. G., 'tis rumored,
is a former base ball player of note and
hails from Hastings. This house can
boast of wonderful projection.
* * *
Johnstown. — The Lyric has a force of
painters at work. The house is being
redecorated and new scenery installed
R. F. Geinisch, the owner, states he has
this place for sale.
* * *
Valentine. — H. C. Jennings has just fin-
ished remodeling the front of the Jewell
and opened his new curio room in the
basement, which is free to patrons. H. C.
states he has traveled all over the world
and he has picked up relics from various
An amusing scene from "Yellow Men and Gold," the Gouverneur Morris story, di-
rected by Irvin V. Willat and distributed by Goldwyn.
countries and his collection of trophie
makes a large and interesting exhibit.
* * *
Crookston. — Emil Saurwein has take
over the Star and plans to remodel an
reseat this Spring. Emil will also insta!
his own power plant. Running tw
nights a week.
* * *
Cody. — The Empress is owned by J. E
Estle, editor of the "Cody Cowboy." Mi
Estle's health is improving rapidly an
he is now able to get about a good dea
A new machine will be installed soon.
* * *
Rushville.— A live wire has taken ove
the Essaness by the name of J. E. War
ren formrly of Antioch. A six piec
orchestra has been engaged for both th
picture and a large dance hall, in th
basement. J. E. will also conduct
street dance pavilion this summer.
* * *
Hay Springs. — We have read the "Wha
the Picture Did for Me" reports tha
came from this town and we now kno^
why they were so good. Cal Horn an>
Paul C. Morgan are showmen of the firs
water. The Star theatre is as complete
house as any small town can boast o
and the projection all that can be wishei
for. Two latest type Simplex machine
have been installed.
* * *
Chadron. — Business going along her
as usual, states James W. Pace. W-
found Senior Pace having a hot argu
ment with his son, Archie L., as ti
whether the "Old Nest" would draw am
please more people than "Over the Hill.'
The Pace will run seven nights a weel
during the summer and the Empress
under the guidance of Clyde W. at Got
don, six nights.
* * *
Crawford. — Mrs. G. V. Higgins, thi
charming owner of the Elite, has just re
turned from a vacation spent at differen
California resorts and a side trip to thi
Hawaiian Islands.
E. M. Wold has opened the Oper;
House, seating 450 and is playing fea
ture pictures and running dances. /
new fire proof booth has been installs
and the place redecorated. E. M. state:
he played "Way Down East" to capacitj
business.
* * *
Bridgeport — J. I. Zimmerman, ownei
of the Lyric, is planning a new 800-seaJ
house. Exhibitor Zimmerman also owttl
the Ideal and Star theatres at Bayard
Thomas Ishmael is managing the Idea'
and the Star is closed.
* * *
Minatare — W. H. Evans has closed hit
house the Evans for the summer. WiB
reopen Sept. 1.
* * *
Scotts Bluff— The Star, a new house of
400 seats, is now open and W. E. Cal-
houn reports business dull. This towr
is in the heart of the beet sugar industr)
and money is tight.
Bill Ostenberg also lives here, a live
wire showman and manager of the Or
phcum. Bill is installing a radio set
and as an exploiter of pictures, he is »
past master.
* * *
Mitchell — One of the pioneers of the
show business is running the Crystal at
this place. We refer to H. E. RodeL
He plans to close Mondays and Tuesday!
during the summer months. A new
machine will be installed this Fall. 1
* * *
Morrill— A. R. Seward has purchased
the ideal from (i. A. l'arberry and will
run three nights a week for the Prcse^
The house has been entirely remodeled
and decorated and is enjoying good
ron age.
ATTRACTIVE
24 SHEETS
THE PRODIGAL JUDGE
AN EDWARD JOSE PRODUCTION
FEATURING
JEAN PAIGE
AND AN ALL STAR CAST
ADAPTED CIIOM THE WOK-D FAMOUS HOVEL
Bq. VAUGHAN KESTER
ALBERT E. SMITH
THE SON OF WALLINGFORD
^\Ji)k* WITH AN ALL STAR CAST
49^1 '• Written -"itf Directed />•
^pPL-J Mr ,„d Mrs. Georde R^nc/o/p/i Chester
jJk^^'l|tt Author* c/ Of/ P/ch Qui* A UMttqflrWtf* ^
VITAGRAPH
FLOWER OFTHE NORTH
"JAMES OLIVER CURWOOD
J.LHI B r t SMITH r"r»»*o
V ALICE CALHOUN
'THE
Adapted from the famous sfcjr>-b\-
JAMES M.BAR1T
Directed by DAV||> S
V
64
EXHIBITORS HERALD
June 3, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
Welcome Back!
McCRACKEN, KAX.— To the Editor:
I was manager of the Strand theatre at
this place for about six years — quit May
4th, 1920 — and am back running it again
beginning this month and I expect for
some time to come.
I was surprised to find that Mr.
Weeser, who has been running the house,
had allowed his subscription to expire.
The Herald was the best investment I
ever made in the motion picture business
and I want you to start my subscription
at once.
I am enclosing a check. Send me a
bunch of back issues and date my sub-
scription to match, if it is not too much
trouble. — Arthur Names, Strand theatre,
McCracken, Kan.
Nuggets for the "Gold Mine"
KANSAS CITY MO. — To the Editor:
There are just two reasons for not know-
ing how to start this letter. The first is
the heading. It can't go under "Money-
Making Ideas" as to my knowledge
neither of these has made money for ex-
hibitors as yet in this way. It can't go
to the "Theatre Editor" as there aren't
any pictures to accompany same. The
exhibitors haven't been blessed with a
box office record in either way as yet,
but let's hope a good number may re-
port same to the Herald in case you
should print this and it should do good
for any of the boys.
In the second place it is entirely up
to you whether this should happen to ap-
pear in your "gold mine" or not. The
trouble is that I am not at this time
connected with any theatre, outside of
the fact that my heart is in the work.
But of course a man can't live on his
heart's desire any more than he can live
on air castles without a fall hard enough
to put him six feet under the ground.
My first idea is what may be termed
a "Mystery Night," or put it under your
own title if you see fit. This is what 1
mean by that. Stop your advertising
for one certain night of the week. 1 be-
lieve this would go over best if used on
a slow business night. About two weeks
in advance start putting on slides with a
large question mark on same, with the
wording "Mystery Night Coming."
Every night within one week of the
date set add another teaser slide, until
the whole neighborhood will talk of it.
Don't tell anyone what you are going to
run. Keep that a secret. Within one
week put out the date selected by your-
self and advertise same in any way that
appeals to you. Dress a window to show
a doll lying as though slain, furniture all
tumbled up, with the wording on the
back of a second doll stealing out
through a window or curtain, "Mystery
Night (Theatre name and date).
Advertise nothing you intend to run.
But the main thing is to give them their
Gloria Swanson in a scene from "Beyond the
Rocks." (Paramount)
money's worth. Advertise that you will
give them their money's worth or give
it back to them. Give them a feature,
comedy, news and maybe "Topics of the
Day." It won't cost much more and
will create mouth to mouth advertising
for you which can either make or break
you.
It may be well to make it a double
feature night, but try it out first with
one feature and you will have something
bigger to advertise for the following
week.
People like mystery and are willing to
pay for it if they think it is going to be
worth it, and your guarantee of money
back will make it a success in the small
town as well as in the neighborhood
house.
The other idea is of a serial. Now
don't feel down in the mouth and say
as usual that people are getting tired of
"continued next week" stuff. This serial
is one of the oldest and best one filmed
to date.
It is the old serial, "Graft." Most ex-
hibitors will remember the splendid work
of Jane Novak and Hobert Henley and
others who have risen to fame since the
filming of this masterpiece. One good
advertising feature is that each episode is
complete in itself.
It looks as though in recent years no
one has had the nerve to expose the large
amount of graft going on in the world
today. When this picture was made I
doubt if the producers themselves real-
ized the truth of such an expose. Then
they say (a certain class of course), that
"movies arc just all imagination."
If the truth were known at this time
maybe exact duplicates of these stories
are being enacted right now, and the
odds are ten to one that they are. So
why not give the people a chance to see
them all over again?
The picture, "Graft," is nearly for-
gotten and the word in real life is passing
from mouth to mouth everywhere. I am
not a representative of Universal Film
Company but want to do what I can for
the exhibitor, who needs the "dough" at
this time. If you arc not pressed for it,
well I never saw anyone push it away
when it was laid on the box office ledge.
I haven't the least idea what Universal
would charge for this serial, but I sup-
pose not much. If they can revive
"Mickey" within a year or so, why not
"Graft"? I'eople who screened it some
eight years ago would appreciate it very
much to see such a true story now, even
though it was imagination at the time
of release. I don't even know if it has
been preserved all this time or not, but
if it lias my suggestion is to grab it be-
fore the other fellow does.
Come on. exhibitors, and get hot to
the boiling point and sec what happens
Neighborhood houses take special pains
in studying these ideas and answer
through the Herald if they prove valu-
able to you. — Harry E Bruce, manager,
Circle theatre, Kansas City, Mo.
FILM LAUGHS FROM
TOPICS THE
SELECTED BY
TIMELY FILMS INC.
Miss B. Smarte — I hear you have a
model husband. Is he a late model?
Mrs. Junebride — The very latest. From
12 to 2 a. m. every night. — Pontiac (Mich.)
Press.
* * *
Neighbor — Doesn't your mother object to
your staying out until 2 or 3 o'clock in
the morning?
Young Lady — She might if she knew
about it. but I always beat mother in.—
La Crosse Tribune.
* * *
Gertie — And why does that man always
refer to you as his baby girl?
Mabel — Oh, I don't know. I suppose I
keep him up so late nights. — Loudon Ideas.
* * *
Speedo — Does your wife have the door
open for you when you get home late?
Peppo — Yes, the storm door. — "Topics of
the Day" Films.
* # *
A girl I hate
Is Betty Strate,
She keeps me out
So gosh darn late.
— Hudson Observer.
* * *
Papa — You were up late last night,
daughter?
Daughter — Yes. papa ; our Fresh Air club
met on the veranda.
Papa— Who belongs to your Fresh Air >
club?
Daughter (slowly and somewhat reluct-
antly) — Well, papa, there are only two of
us at present— Jack and — me. — Neiv York
University Alumnus.
* * *
John — When you were standing in the
door saying "goodby" to her, did it ever
dawn on you —
Jack — Xo, I didn't stay that late. — Park
Stylus.
* * *
Fay — Do you like winter sports?
May — Yes, but father objects to their
staying so late. — Loew's Weekly.
* * *
John — Does your wife send for you when
you are late?
Bill — No. She waits until I get home,
and then she goes for me. — New York Rail- \
way Employees' Magazine.
New Mabel Normand
Production "Suzanna"
Completed by Sennett
Mabel Normand has completed her j\
latest picture "Suzanna." which has been
filmed under the supervision of Mack
Sennett with F. Richard Jones directing.
Her new vehicle is claimed to embrace
some of the best work which Miss Nor-
mand has ever portrayed on the screen.
The picture is said to be rich in sets
and historically correct as to the de-
tails and interpretation of the story.
Moran Comedy Applauded
That parodies and take ofTs of current
successes meet a demand for present day
humor is seen in "Ten Seconds" a Lec
Moran comedy, it is said, which present*
a parody of a "Leather rushers" fight
and which evoked laughter at the Central!)
theatre, N. Y.
June 3. 1922
EXHIBITORS HERALD
65
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this department.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read m the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me." EXHIBITORS HERALD. 417 S. Dearborn St. Chicago.
A merican Releasing
His Wife's Husband, with a special
ast. — An age old mixup with something
jf a new twist that send it over to the
•ight side. Well liked.— Harold F.
>Vendt, Rivoli theatre. Defiance, O.
The Belle of Alaska, with Jane Novak.
—Six inches of snow on the ground when
I opened up and a regular blizzard out.
Played to $30.00 house. The title and
;tar pulled them out. Did not please as
1 had hoped for. Xot enough action for
:he natives here. — F. \Y. Horrigan. Mc-
Donald theatre, Philipsburg, Mont —
Mining camp patronage.
First National
Smilin' Through, with Norma Tal-
madge. — Excellent in every respect.
Played three days to highly pleased au-
diences. A beautiful and thoroughly
satisfactory attraction. — \V. G. Sturdi-
»ant. Hoyburn theatre. Evanston. 111. —
Neighborhood patronage.
Penrod, a Marshall Xeilan production.
—This is the kind of pictures that make
noney for us. Xever heard "an audience
augh so hard — Chas. A. Swanson, Opera
House. Wahoo, Xebr. — Neighborhood
latronage.
The Silent Call, with Strongheart.- -
The picture and the dog are all thai has
;>een claimed for them. One of the best
uttractions. both for box office value and
,iudience appeal that we have had in a
:ong time. — E. L. Franck. Oasis theatre,
mo, Ariz. — Xeighborhood patronage.
The Barnstormer, with Charles Ray. —
Absolutely the poorest Ray picture I ever
law. Xothing to it. Majority of audi-
rnce disgusted. — E. W. Werner. War-
sick theatre. Kansas City, Mo. — Neigh-
borhood patronage.
Penrod, a Marshall Xeilan production.
—This is a great picture for the kiddies.
nd also the grown people liked it
'{eally no story to it, but a series of in-
idents. Business satisfactory. — Ray-
nond Gear. Mayflower theatre, Florence
Kans. — General patronage.
The Lotus Eater, with John Barry -
aore. — Good picture of different kind.
)re\v well. Audience liked it very much.
'-C. R. Sullivan. Fair theatre, Amarillo.
•'ex. — General patronage.
The Song of Life, with a special cast.
-Just as good a picture as The Child
"hou Gavest Me. Received compliments
s the best picture for some time. Busi-
ess good. — Chas. Blaine. Morgan thea-
;e. Henryetta, Okla. — General patron-
ge.
I Polly of the Follies, with Constance
almadge. — The best Constance ever
lade. Pleased 100 per cent but did not
o the business I expected. Extra ad-
ertising and did not clear. — L. J. Bur-
ett. Lyric theatre. Morrison, 111. — Neigh-
orhood patronage.
The Silent Call, with Strongheart. —
lere's another world beater. Played
Book Mailed
Today — Why
Not Report?
As one of your New Zealand 1
subscribers I wish to make ap- ]
plication for a copy of "The
Box Office Record," to be sent
to me at Huntly, N. Z.
I wish to say how much I |
value your publication, |
5 "Exhibitors Herald." It is I
| proving a valuable aid to my- 1
self as a small town exhibitor
and I am sure will continue j§
I to do so.
Please advise me in plenty 2
of time so that I can renew my 1
subscription. Keep on sending
1 me the "Herald."
Wishing you every success, U
§ I am
Sincerely,
GEORGE CALDER.
Lyceum Picture theatres,
Huntly, New Zealand. §
W) ! 71
three days to capacity business. Every-
body is still talking about Strongheart.
Sure is the best dog picture we've ever
shown. Has the Curwoods skinned a
mile. Grab it. Boys. — Harold M.
Schoonover, Mazda theatre, Aurora, Xeb.
— Small town patronage.
Polly of The Follies, with Constance
Talmadge. — As usual, star as cute as
can be. and makes any picture better
than the scenario really is. — J. Carbonell.
Monroe theatre. Key West, Fla. — Xeigh-
borhood patronage.
The Rosaty, with a special cast. — A
great picture. Title drew and pleased
them after they were in. — C. R. Sullivan.
Fair theatre, Amarillo, Tex. — General
patronage.
Penrod, a Marshall Xeilan production.
— Splendid picture. Pleased 100 per cent.
Big exploitation which did not pay for
itself. Can not account for the poor
business. — L. J. Burkett. Lyric theatre.
Morrison. 111. — Xeighborhood patronage.
Bits of Life, a Marshall Xeilan produc-
tion.— Played to a good house, but a dis-
appointed audience. Harold Lloyd in
High and Dizzy, a repeat run, put the
show over for me. I cannot recommend
Bits of Life. Better leave it alone. It's
dead. — F. W. Horrigan. McDonald thea-
tre, Philipsburg, Mont. — Mining camp
patronage.
Peck's Bad Boy, with Jackie Coogan.
— First night was biggest I've had this
season: second night paid all expenses.
The star's work in The Kid and the popu-
larity of the story make this a sure bet,
in my opinion. Advertised it about a
month in advance, with a little extra
space in the local newspaper and plenty
of paper posted around town. — Roy-
Adams. Pastime theatre. Mason, Mich.
— Small town patronage.
Hail the Woman, a Thomas H. Ince
production. — The finest picture we have
run this year. Many people came back
the second time to see it and said it was
much better than The Old Nest, and
that's going some. Played three days
to fair business at 15 and 35 cents. —
Harold M. Schoonover, Mazda theatre,
Aurora, Xeb. — Small town patronage.
Question of Honor, with Anita Stewart.
— Xot Anita Stewart's best, but will do
good business and please where Stewart
is popular. Favorable comments here.
— C. R. Sullivan. Fair theatre, Amarillo,
Tex. — General patronage.
Tol'able David, with Richard Barthel-
mess. — Wonderful story and production.
Pleased those who saw it. I advertised
newspaper, program, paper cards. Did
not make a nickel. — L. J. Burkett, Lyric
theatre. Morrison, 111. — Xeighborhood
patronage.
The Woman Gives, with Xorma Tal-
madge.— A mighty good picture, but
Xorma's pictures do not get the business.
— W. D. Patrick. Cozy theatre, Flora,
Ala. — Xeighborhood patronage.
The Invisible Fear, with Anita Stewart.
— Anita Stewart does not have the fol-
lowing here that she once did. * Above
picture well liked. — Raymond Gear. May-
flower theatre, Florence, Kans. — General
patronage.
The Beautiful Liar, with Katherine
MacDonald. — A good comedy-drama. A
little draggy in spots but pleased about
75 per cent. Played to fair business at
regular prices. 10c and 30c. Played a
Mermaid comedy with this, so made
pretty good program. — Harold M.
Schoonover. Mazda theatre, Aurora, Neb.
— Small town patronage.
Cabiria, with a special cast. — Realizing
that this play would be hard to put over
due to unattractive title. I gave away
complimentary tickets to all the school
teachers, who boosted the educational
side of the play. Put on good music and
used a large, circus-like hand bill which
enumerated the big things in the drama.
Result: The S. O. S. was hanging out
thirty minutes after the show started.
Second night was also good. Second
largest attendance in 1922 and as this was
bought cheaply we made money. Some
mav not like it but all admit it is won-
derful. — Philip Rand. Rex theatre,
Salmon. Idaho. — General patronage.
The Cup cf Life, a Thomas H. Ince
66
EXHIBIT O R S HERALD
June 3, 1922
production. — A good picture if your
patrons like an oriental theme. Seemed
to please well here. — Otis Lamon, Audi-
torium theatre, Elmwood, Wis. — Small
town patronage.
One Arabian Night, with Pola Negri.
— If you have an audience that appreci-
ates, high-class acting and getting away
from common everyday pictures, you will
not go wrong on this one. — Chas. A.
Swanson, Opera House, Wahoo, Nebr. —
Neighborhood patronage.
The Beautiful Liar, with Katherine
MacDonald. — Women are great admirers
of Miss MacDonald. This picture gave
them general satisfaction. — C. F.
Hancock, Lyric theatre, Stuart, Fla. —
Small town patronage.
Twin Beds, with Mr. and Mrs. Carter
DeHaven. — A dandy good comedy. Clean
and well received. You can't go wrong
on this. — C. N. Barlow, Opera House,
Medora, 111. — Small town patronage.
The Child Thou Gavest Me, with a
special cast. — Boys, go after this one if
you want a picture that will please them
all. Charged 20 and 35 cents and packed
them iii. The child is a wonder. Had
more good compliments on this one than
any picture I ever ran. — C. H. Simpson,
Pricess theatre, Millen, Ga. — General
patronage.
Wedding Bells, with Constance Tal-
madge. — This brought out the elite of
the town, who greatly approved of this
here. — Adolph Kohn, Pastime theatre,
Granville, N. Y. — Small town patronage.
The Perfect Woman, with Constance
Talmadge. — 100 per cent satisfactory.
Everybody pleased. It's a pity that First
National pictures cost too much to run
in small towns. — W. D. Patrick, Cozy
theatre, Flora, Ala. — Neighborhood pat-
ronage.
One Arabian Night, with Pola Negri. —
Wonderful. Pola Negri at her best. — C.
F. Hancock, Lyric theatre, Stuart, Fla. —
Small town patronage.
Twin Beds, with Mr. and Mrs. Carter
De Haven. — If you want a clean, snappy
farce comedy that will please everyone,
play this— Roy Adams, Pastime theatre,
Mason, Mich. — Small town patronage.
The Family Honor, with a special cast.
— Good program picture. — C. H. Simp-
son, Princess theatre, Millen, Ga. — Gen-
eral patronage.
Blind Hearts, with Hobart Bosworth.
— Wonderful photography. Plenty of ac-
tion. What more could you want? — C.
F. Hancock, Lyric theatre, Stuart, Fla. —
Small town patronage.
Go and Get It, a Marshall Neilan pro-
duction.— This is good. All comments
here very favorable. Did not make me
any money, but no fault of the picture. —
C. N. Barlow, Opera House, Medora, 111.
—Small town patronage.
The Truth About Husbands, with a
9
'dill
\
KATHERINE MACDONALD in a scene from "Domestic Relations," a new First
National Attraction.
laughable comedy-drama. High society
type, yet full of interest. Should go well
in first class theatres. — Philip Rand,
Rex theatre, Salmon, Idaho. — General
patronage.
Her Social Value, with Katherine Mac-
Donald.— A fair program offering. — C. F.
Hancock, Lyric theatre, Stuart, Fla. —
Small town patronage.
My Boy, with Jackie Coogan. — The
best picture Jackie Coogan ever made.
It will please 100 per cent, both children
and grown-ups. It failed to come any-
where near the record set by Peck's Bad
Boy, though. — Bert Norton, Kozy thea-
tre, Eureka, III. — General patronage.
Lessons In Love, with Constance Tal-
madge.— A good picture and pleased
special cast. — A well made and acted pic-
ture. A few took exception to the theme,
but the great majority were well pleased.
— E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhod patronage.
Pilgrims of the Night, with a special
cast. — A picture you can be proud to
show and you can't boost it too strong. —
C. F. Hancock, Lyric theatre, Stuart,
Fla. — Small town patronage.
Nomads of the North, with a special
cast. — An excellent Curwood picture. If
they want outdoor and animal stuff, this
will go big. — Roy Adams, Pastime thea-
tre. Mason, Mich. — Small town patron-
age.
The Branded Woman, with Norma
Talmadge.— -This is a good picture, and
one that virtuallv all ladies will like.
Comments favorable. — Adolph Kohn,
Pastime theatre, Granville, N. Y. — Small
town patronage.
Invisible Fear, with Anita Stewart.—
Average Anita Stewart picture. Just a
lair program offering.— C. F. Hancock,
Lyric theatre, Stuart, Fla. — Small town
patronage.
The Old Swimmin' Hole, with Charles
Ray. — This was well received and liked
by a fair-sized crowd. One of Ray's
good ones. — C. N. Barlow, Opera House,
Medora, 111. — Small town patronage.
The Inferior Sex, with Mildred Harris.
— Good program picture. A good many
spoke well of this picture. Beautiful
scenery. Good story. — C. H. Simpson,
Princess theatre, Millen, Ga. — General
patronage.
Her Mad Bargain, with Anita Stewart.
— Just a fair picture. — C. F. Hancock,
Lyric theatre, Stuart, Fla. — Small town
patronage.
The Woman Gives, with Norma Tal-
madge.— A good picture, but poor busi-
ness.— E. A. Baradel, Palace theatre, Mc-
Gehee, Ark. — Small town patronage.
In Old Kentucky, with Anita Stewart.
— Fine production. Pleased everybody.
— A. S. Hatch, Royal theatre, Kempton,
111. — Neighborhood patronage.
The Silent Call, with Strongheart.— A
wonderful picture with a dog star. You
can boost this to the limit. — C. F. Han-
cock, Lyric theatre, Stuart, Fla. — Small
town patronage.
Nomads of the North, with a special
cast. — Played two days to good business.
A dandy picture, and one that should
please any audience. — H. D. Nicholls,
Photoplay theatre, Keeseville, N. Y. —
Neighborhood patronage.
In Old Kentucky, with Anita Stewart.
— Good picture. Pleased majority. — J.
F. Jorgensen, Community theatre, Mt.
Hope, Kans. — Neighborhood patronage.
Woman's Place, with Constance Tal-
madge.— Clever acting. Gave general
satisfaction. — C. F. Hancock, Lyric thea-
tre, Stuart, Fla. — Small town patronage.
Fox
Queen of Sheba, with a special cast. —
Played two days to good business at ad-
vanced admission prices. Patrons seemed
pleased. Invited the ministers and they
gave it their O. K. — Cliff Largen, Lyric
theatre, Creighton, Neb. — Neighborhood
patronage.
Footfalls, with a special cast. — A type
of a picture that nobody liked. Fifty
per cent walked out. It's one of the Fox-
called big specials that you have to buy
in order to show Over the Hill. Rusi-
ness very poor. thank you.— Chas.
Blaine, Morgan theatre, Henryetta, Okla.
— General patronage.
A Virgin Paradise, with Pearl White.
— Good. Rook it Will get you the
money. Pleased all— E. J. O'Neill,
Broadway theatre, St. George, N. B.,
Can. — Small town patronage.
Trailin', with Tom Mix. — Good picture.
Drew well. Mix a favorite here. — C. R.
Sullivan, Fair theatre, Amarillo, Tex.—
General patronage.
Perjury, with William Farn urn— Al-
though this is a Farnum town, Perjury
neither drew nor pleased. Can not rate
it as a special. Too long, too dramatic,
too sad, too everything. Poor business.
— A. L. Hainline, Illinois theatre, Ma-
comb, 111. — Neighborhood patronage.
Winning with Wits, with Barbara Bed-
ford. — Very good program offering.
Story is rather unusual and quite inter-
esting. However, we do not believe this
young lady should be starred, as she is
neither an emotional actress nor a come-
Tune 3. 1922
EXHIBITORS HERALD
67
dian. — Wm. H. Creal, Suburban theatre.
Omaha. Xeb. — Neighborhood patronage.
A Stage Romance, with William Far-
num. — Good acting and a short but sweet
fight. But why pick on a dead one for
a story? Dark age stuff. — D. L. Rey-
nolds, Strand theatre, Gilroy, Calif.—
Small town patronage.
Hickville to Broadway, with Eileen
Percy. — A good comedy. Eileen Percy
is a good star, but most of her shows
have been bad for me. I think Land of
Jazz was the cause of it. — YV. T. Biggs,
Unique theatre, Anita, la. — Small town
patronage.
Queen of Sheba, with a special cast —
The most expensive picture with massive
scenes ever made. Cabiria is not in a
class with this picture. Pleased high
class patronage. Working class don't
care for it. — Chas. Blaine, Morgan thea-
tre, Henryetta, Okla. — General patron-
age.
Glean O'Dawn, with John Gilbert. —
Photography, Northwoods scenery, and
acting very fine, but in my opinion the
story as a whole is a poor one. Some
parts of the picture very good, other
parts overdrawn and ridiculous. Gilbert
appears to be a real actor. — P. G.
Vaughan. Rcyal theatre, Lee's Summit,
Mo. — Neighborhood patronage.
Pardon My Nerve, with Charles Jones.
— Possibly not the best Jones picture.
Did nice business for us. Well liked. —
C. R. Sullivan. Fair theatre, Amarillo.
Tex. — General patronage.
Shame, with a special cast. — A big
melodrama filled with impossible situa-
tions. Your audience will like it even
if you don't. Had good box office value.
— A. L. Hainline, Illinois theatre,
Macomb, III. — Neighborhood patronage.
Arabian Love, with John Gilbert. — A
good program picture, but not a special.
— Raymond Gear, Mayflower theatre,
Florence. Kans. — General patronage.
• Thunderclap, with a special cast. — Best
horse race scenes T have ever seen.
Wonderful water scenes. Lots of thrills.
No business because of local conditions.
— A. R. Bender. Olympic theatre, Cleve-
land. Okla. — Small town patronage.
Arabian Love, with John Gilbert. —
This picture pleased okay. A pretty good
program picture. As a rule, plays on this
;order do not take here. — Adolph Kohn.
Pastime theatre. Granville. N. Y. — Small
•town patronage.
Queenie, with Shirley Mason. — Audi-
ences commented favorably on this.
Shirley Mason is gaining in popularity
Ihere. — C. R. Sullivan, Fair theatre.
•\marillo, Tex. — General patronage.
Riding With Death, with Charles
jlones. — Another mighty good Jones' pic-
ur- that drew a crowd and made a hit.
—Roy Adams, Pastime theatre, Mason,
Mich. — Small town patronage.
Riding With Death, with Charles
ones. — A good picture with action,
-iked here. — Adolph Kohn. Pastime thea-
re, Granville, N. V. — Small town patron-
ge.
To A Finish, with Charles Jones. —
'leased my Tuesday night crowd, which
'.ways expect a western, and they cer-
ainly got one with all the trimmings.
Vhen Mr. Fox released the first Mr.
•harles Jones feature, thereby relieving
It. Jones of one "Buck," he automati-
ally kept several dollars from falling
lto my cash box; but business is im-
roving since patrons understand that
Buck" isn't going to "High Brow"
lem. After answering about a million
•vhy" questions some bright mind (?)
iserved: "That certainly is a keen way
>r Buck to let people know what his
al name is." I hope that all accept this
ea and let me rest. — J. F. Rees, Regal
theatre, Wellsville, Mo. — -Neighborhood
patronage.
The Rough Diamond, with Tom Mix.
— Not as well liked as the really Mix
Westerns. Good, however. — Raymond
Gear, Mayflower theatre, Florence, Kans.
— General patronage.
The Root Tree, with William Russell.
— This is a good program picture. Pleased
my patrons. — Adolph Kohn, Pastime
theatre, Granville, N. Y. — Small town
patronage.
A Riding Romeo, with Tom Mix. — -
This is equal to The Road Demon. These
two shows will please the majority. Do
not be afraid to book them. Ran Sun-
shine Comedy with both shows and they
made a good Saturday program. — W. T.
Biggs, Unique theatre, Anita, la. — Small
town patronage.
The Nieht Horseman, with Tom Mix.
— Mix pleases 100 per cent. You can't
go wrong on these features. — W. R.
Thompson, New Holland theatre. New
Holland. Ga. — General patronage.
The Night Horsemen, with Tom Mix.
— Mix always gets the business, and this
is fully up to his standard. — Roy Adams.
Pastime theatre, Mason, Mich. — Small
town patronage.
The Untamed, with Tom Mix. — A good
picture with lots of action. The men
were all pleased with it. — Adolph Kohn.
Pastime theatre. Granville, N. Y. — Small
town patronage.
|p^lMMIIIIIIIIIIIUIffllllll!llll!U
Perspective
Advantages
Business bookers read all
the reports in this department,
not those concerning certain 1
pictures or brands of pictures jj
exclusively, gaining perspec- j
tive in their view of the market ]
and the public mood.
Resultant intelligent, profit-
able buying explains their con- j
sistent box office success.
iiiiiiiiiiiiniiiiiiiiwiiittiiuiiiiiii
Bar Nothing, with Charles Jones. —
Best Jones picture I ever saw. Jones
is trotting in the same class with Tom
Mix in this one. — C. H. Simpson, Prin-
cess theatre, Millen, Ga. — General patron-
age.
The Roof Tree, with William Russell.
— Rather slow moving, mildly interesting
program picture. Not as good as some
other Russell's. Fox seems to be run-
ning short of the proper kind of stories
for this star. — P. G. Vaughan, Royal
theatre, Lee's Summitt, Mo. — Neighbor-
hood patronage.
Drag Harlan, with William Farnum —
Lost money on this. Farnum is a dead
issue with my patrons. Picture was all
right. This is another star that I will
have to place on the waiting list. — G. F.
Rediske, Star theatre, Ryegate, Mont. —
Small town patronage.
The Devil Within, with Dustin Far-
num.— Good business and a good picture.
CALENDAR PROGRAMS
Bring Back The Crowds
See Advertisement Page 71
with excellent work by Farnum. — Roy
Adams, Pastime theatre, Mason, Mich.
— Small town patronage.
Over the Hill, with a special cast.—
One man said, "If I could see but one
picture during my lifetime. Over the
Hill would be the one I would want to
see." Over the Hill did not make me
rich, but I endorse all that has been said
of it. — P. G. Vaughan, Royal theatre.
Lee's Summit, Mo. — Neighborhood pa-
tronage.
Pardon My Nerve, with Charles Jones.
— Splendid Western, and no slow
moments. Pleased majority. Good
business. Advertising regular. — L. J.
Burkett. Lyric theatre, Morrison, 111. —
Neighborhood patronage.
Hands Off, with Tom Mix. — Good pic-
ture.— Adolph Kohn, Pastime theatre,
Granville, N. Y. — Small town patronage.
Without .Fear, with Pearl White. —
Good, but support was not up to star, it's
not Pearl White's best. — J. Carbonell.
Monroe theatre. Key West, Fla — Neigh-
borhood patronage.
Bar Nothing, with Charles Jones —
One of Jones', best. Don't think it could
be beat. Packed house. — H. S. Fox.
Tokio theatre. Morehouse, Mo. — Small
town patronage.
Goldwyn
All's Fair in Love, with a special cast.
— Many favorable comments on this one,
but attendance was below average. —
J F. Rees, Regal theatre, WellsviUe, Mo.
— Neighborhood patronage.
Doubling for Romeo, with Will Rogers.
— This is rather light and perhaps a little
silly in some places, but it is Will Roger's
and he always pleases. Of course,
Rogers is the "whole show" and you
know best if your people like Rogers. —
Geo. C. Starkey, Opera House. Montour
Falls. N. Y. — Neighborhood patronage.
It's a Great Life, with Cullen Landis.
— Light comedy of a refined class, being
well acted, but the photography and
lighting are poor in spots. — Win. H.
Creal, Suburban theatre, Omaha, Neb. —
Neighborhood patronage.
Made In Heaven, with Tom Moore.—
This is a picture that will please every-
body. It's about the best program pic-
ture I ever saw. Played to fair business.
— Chas. Blaine, Morgan theatre, Henry-
etta, Okla. — General patronage.
The Old Nest, with a special cast. —
Splendid. All that exhibitors claimed for
it. Everyone liked it and every exhibi-
tor will profit by showing it, if they have
not yet done so. — Adolph Kohn, Pastime
theatre, Granville, N. Y. — Small town
patronage.
An Unwilling Hero, with Will Rogers.
— Drew good business on a night when
we are usually dark, and pleased evcrv-
one. — E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
Made In Heaven, with Tom Moore. —
A high class comedy-drama, with humor
throughout. — H. S. Fox, Tokio theatre.
Morehouse, Mo. — Neighborhood patron-
age.
The Old Nest, with a special cast. — In
my seven years' experience in the show
game I never heard as many favorable
comments the next day as I did the
evening after I played this picture. There
is nothing to the story. The acting is
not wonderful, but the heart appeal gets
inside of the audience. Any exhibitor
^ould run this picture if he did not
make a cent just for the advertising and
good name it gives your theatre. — Geo.
C. Starkey, Opera House, Montour Falls,
N. Y. — Neighborhood patronage.
The Old Nest, with a special cast. — A
mighty fine picture and one that will
surely please everyone. — Thomas Ish-
68
EXHIBITORS HERALD
June 3, 1922
mail, Ideal theatre, Bayard, Neb. — Neigh-
borhood patronage.
Don't Neglect Your Wife, with a spe-
cial cast. — A very poor picture. Poor
business and did not please at all. My
advice is to stay clear of this one. — Nor-
man \Y. Kemp, Gem theatre, Hobart,
Ind. — Neighborhood patronage.
The North Wind's Malice, with a spe-
cial cast. — A real good northern picture
that pleased. — Adolph Kohn, Pastime
theatre, Granville, N. Y. — Small town
patronage.
The Old Nest, with a special cast. —
One of the best pictures this season.
Pleased 100 per cent. W. D. Patrick.
Cozy theatre, Flora, Ala. — Neighborhood
patronage.
The Branding Iron, with a special cast.
— \Ye ran this picture with Charlie Chap-
lin in Pay Day, and drew .better than
average business in the face of unseason-
ably hot weather. In our estimation the
young lady star of this feature looks and
acts very much like Norma Talmadge,
and is equally as good.— Wm, H. Creal,
Suburban theatre, Omaha, Neb. — Neigh-
borhood patronage.
A Tale of Two Worlds, with a special
cast. — This picture did not draw as well
as we expected it would, but it was well
received. Would say it is a good melo-
drama of its class. Parts well taken, di-
rection good, sets and lighting first class.
— E. L. Franck, Oasis theatre, Ajo,
Ariz. — Neighborhood patronage.
When Doctors Disagree, with Mabel
Normand. — A barrel of laughter, good
for the blues, and good for the box office.
Walter Hiers at his best, and that's say-
ing quite a bit. Book it. — Philip Rand,
Rex theatre, Salmon, Idaho. — General
patronage.
Hodkinson
Cameron of the Royal Mounted, with
a special cast. — I played this on Satur-
day and it gave good satisfaction. — Ray-
mond Gear, Mayflower theatre, Florence,
Kans. — General patronage.
The Man of the Forest, The U. P.
Trail, and The Mysterious Rider, — So far
these Zane Greys have been a sure bet,
and I expect to do well with the remain-
ing two. — Roy Adams, Pastime theatre,
Mason, Mich. — Small town patronage.
God's Crucible, with a special cast. —
A real pleasing picture that starts out
very slow but develops a fine story in
the last four reels. — F. W. Horrigan, Mc-
Donald theatre, Philipsburg, Mont. —
Mining camp patronage.
The Mysterious Rider, with a special
cast. — A very good picture which drew
very well. Some said it didn't follow the
book, but it pleased most of them even
if they had read the book. — Bert Norton,
Kozy theatre, Eureka, 111. — General pa-
tronage.
The U. P. Trail, with a special cast.—
This is an old picture, but a good one.
First Zane Grey picture we ever ran.
Drew well and pleased 90 per cent. A
good story of the west with a good cast.
That's what makes a good picture. — A. E.
Rogers, Temple theatre, Dexter, N. Y. —
Neighborhood patronage.
The Green Flame, with J. Warren Ker-
rigan.— A good mystery story. It seemed
to please. — Philip Rand, Rex theatre,
Salmon, Idaho. — General patronage.
The Man of the Forest, with a special
cast. — A good clear outdoor story that
starts off with a snap and holds the in-
terest of the audience. Well directed
and photographed. Both old and young
enjoyed this picture. Lots of compli-
ments on it.— C. B. Clark, Iris theatre,
Pacific Grove. Calif. — General patronage.
A scene from "The Dust Flower," a
Basil King production with Helene
Chadwick, James Rennie and Claude
Gilling, published by Goldwyn.
Metro
Turn To the Right, a Rex Ingram pro-
duction.— My patrons liked this picture
very much. Did not do the business ex-
pected. Only fair business. However,
many liked it better than The Four
Horsemen. — Norman W. Kemp, Gem
theatre, Hobart, Ind. — Neighborhood
patronage.
Missing Husbands, with a special cast.
— Absolutely the poorest feature put out
by any exchange. Patrons should be
given their money back. It's highway
robbery to charge any one for this kind
of pictures. If we had many of them
like it we would sure have to close up
our little shop. — Ed. L. Wegener, Lyric
theatre, Valley Jet., Ia. — General patron-
age.
The Price of Redemption, with Bert
A scene from the Rex Ingram-Metro pro-
duction of Anthony Hope's famous
novel "The Prisoner of Zenda."
Lytell. — Our first Lytell show. Better
than the average picture to less than
average business. — Johnson Bros., John-
sonian theatre, Ripley, N. Y. — Small
town patronage.
Big Game, with May Allison. — A splen-
did picture of the type. Pleased better
than The Call of the North, and cost me
less money. Also played to more paid
admissions. — A. L. Middleton, Grand
theatre, DeQueen, Ark. — Small town
patronage.
Camille, with Nazimova. — This star
does some fine acting in this picture. Pic-
ture pleased most of those who saw it.
The soft focus is pretty but average audi-
ence doesn't appreciate it, claim that we
have a poor projectionist on account of
it. — C. B. Clark, Iris theatre, Pacific
Grove, Calif. — General patronage.
Peacock Alley, with Mae Murray. —
Splendid picture. Pleased all who saw
it. Big exploitation and did not make a
nickel. It seems impossible to get the
moneyed class of people interested. — L.
J. Burkett, Lyric theatre, Morrison, 111.
— Neighborhood patronage.
Body and Soul, with Alice Lake. —
Good picture. Good photography. Well
directed. Patrons pleased with story and
picture. — J. A. Weisbeck, Liberal theatre,
Alden, N. Y. — Small town patronage.
Parlor, Bedroom and Bath, with a spe-
cial cast. — Nothing to it. Patrons did
not like it. Lost me money on a Satur-
day night. — W. E. Stepp, Regent theatre,
Pleasanton, Kan. — General patronage.
Are All Men Alike? with May Allison.
— Very good program picture. Much
better than the average. May Allison
takes well here. — J. A. Weisbeck, Liberal
theatre, Alden, N. Y. — Small town pa-
tronage.
Paramount
Fool's Paradise, a Cecil B. Dc Mille
production. — Wonderful picture.
Gorgeous scenes and settings. Lots of
thrills. Good story with a list of stars
that ought to get them in. — A. R. Bender,
Olympic theatre, Cleveland, Okla. — Small
town patronage.
Fool's Paradise, a Cecil B. De Mille
production. — One of the few pictures that
have made us any money. Good paper
cuts and lobby on this De Mille drama. —
D. L. Reynolds, Strand theatre, Gilroy,
Calif. — Small town patronage.
The Mistress of the World, with a spe-
cial cast. — German picture. While the
picture is somewhat good, the serial idea
kills it. as adults do not care to oblige
themselves to see it every Tuesday or
whatever day you may choose. — J. Car-
bonell, Monroe theatre, Key West, Fla.—
Neighborhood patronage.
The Mistress of the World, with a spe-
cial cast. — Brother Exhibitors, stay off
of this one. It is no good. We have
now run the second chapter and the
crowd fell off 75 per cent and some of
the patrons left the show. The picture
is no good.— Jno. Biles, Dixie theatre,
New Madrid, Mo.— Small town patron-
age.
Three Live Ghosts, with Anna Q.
Nilsson.— A verv good picture. Was
thoroughly enjoyed by all. Ran two
days _W. G. Sturdivant. Hoyburn
theatre, Evanston, 111.— Neighborhood
patronage.
The Call of the North, with Jack Holt.
—Just the regulation formula for a
Northern picture. Like a circus, when
you sec one you know what the next
one is. only may have different faces.
Pleased, however, those who like a pic-
ture of the kind.-A. L. M.ddlcton
Grand theatre, DeQueen, Ark.— Small
town patronage.
Boomerang Bill, with Lionel Barry-
June 3, 1922 EXHIBITORS HERALD 69
more. — This is truly a wonderful produc-
tion. Has a good lesson, heart interest,
big scenes and everything that goes to
make a finished production. It doesn't
have big drawing power. — A. L. Hain-
line, Illinois theatre, Macomb, 111. —
Neighborhood patronage.
Saturday Night, a Cecil De Mille pro-
duction.— It will please them all. There
are some mighty god pictures on the
market but watch your rentals, for the
producers seem to be after your entire
receipts. — A. R. Bender, Olympic thea-
tre, Cleveland, Okla. — Small town pa-
tronage.
Law and the Woman, with Betty
Compson. — Good production which held
interest of rather a poor Sunday business.
Not the fault of story. Plot has been
pictured before. — D. L. Reynolds. Strand
theatre, Gilroy, Calif. — Small town pa-
tronage.
At the End of the World, with Betty
Compson. — Very good. Not a special.
Admissions should not be raised. Small
light house over marquee helps in exploi-
tation. Box office returns were very
good. — A. L. Hainlin, Illinois theatre.
Macomb, III. — Neighborhood patronage.
Just Around the Corner, a Cosmopoli-
tan production. — Fine picture, but no
drawing power. Lost money. Advertis-
ing matter poor. — Chas. Blaine. Morgan
theatre, Henryetta, Okla. — General pa-
tronage.
Miss Lulu Bert, with Louis Wilson. —
It's good entertainment. Had the stage
play here some time ago, and some did
not like the picture as well as the stage
performance. — Raymond Gear, May-
flower theatre, Florence, Kans. — General
patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — Book it. It's excellent.
Should stand raise in prices. — E. J.
O'Neill, Broadway theatre, St. George,
N. B., Can. — Small town patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — A very good drawing
•card at advanced admission and pleased
universally. It should go over in prac-
tically every community. It surprised
some who came to censor. They found
no fault. — Bert Norton, Kozy theatre,
Eureka, 111. — General patronage.
The Affairs of Anatol, a Cecil B. De
Mille production. — Was deceived in this
production, in that it did not draw for
me as well as I had expected, but it gave
better satisfaction than I thought it
would, judging from the many exhibitor
reports. — E. L. Franck, Oasis theatre,
Ajo, Ariz. — Neighborhood patronage.
The Inside of the Cup, a Cosmopolitan
production. — Played this two nights, di-
viding the receipts with the church,
who sold tickets in advance. Did a good
business and pleased all. — Austin A. Tor-
rance, Peerless theatre, Lebo, Kans. —
Small town patronage.
Experience, with Richard Barthelmess.
— Wonderful. A pleasure to boost it.
Hard to get by on it at the rental, but
it's a pippin. If you play it, step on the
gas. — A. L. Middleton, Grand theatre.
DeQueen, Ark. — Small town patronage.
The Cradle of Courage, with William
S. Hart. — This is a good show but did
not make me any money. Paid too much
for it. This is not a western but has
plenty of action. — W. T. Biggs, Unique
theatre, Anita, la.— Small town patron-
age.
The Egg Crate Wallop, with Charles
Raj-. — Very nice picture which pleased
my people. — Geo. C. Starkey. Opera
House, Montour Falls, N. Y. — Neighbor-
hood patronage.
Something To Think About, a Cecil B.
De Mille production.- — Fine picture with
a cast that is hard to beat. A picture all
theatres should run as there are a lot of
good points brought out in it. Person-
ally I think Gloria Swanson the best
actress on the screen. — Britton & Lund-
gren, Melba theatre, Alexis, 111. — Neigh-
borhood patronage.
Sadie Love, with Billie Burke. — Stand
clear of this one, unless you like a cheap
grade of silly comedy. All my patrons
kicked at this one. — C. A. Smythe,
Rialto theatre, Gate City, Va. — Small
town patronage.
Forbidden Fruit, a Cecil B. De Mille
production. — The Sheik has nothing on
this. Excellent. Don't be afraid of the
title. It's an A-l production for arty
theatre. Will do your house good. — E.
J. O'Neill, Broadway theatre, St. George,
N. B., Can. — Small town patronage.
Male and Female, a Cecil B. De Mille
production. — One of the best pictures I
ever played. It's my idea of a real super-
special. They can't make them any
better. — Alvin S. Frank, Jewel theatre,
Lafayette, Colo. — Neighborhood patron-
age.
Mary's Ankle, with Doris May and
Douglas MacLean. — Made a great hit
with Saturday night crowd and is one
of the best things these two popular
stars ever made for Paramount. The age
of this picture does not detract from its
entertainment value. — P. G. Vaughan.
Royal theatre, Lee's Summit, Mo. —
Neighborhood patronage.
Old Wives for New, a Cecil De Mille
production. — A re-issue. An old De
Mille special on the order of Why Change
g^xzixi. :.l v::'-.
1 Financial
| Guidance
( When to buy, what to buy, |
jj to make money and build
" prestige, vital business infor- g
m mation, is first hand knowledge 3
1 to readers of and contributors 1
jj to this department.
J When and what not to buy, m
1 equally important, is knowl- 1
J edge acquired no less definitely m
g because incidentally.
Your Wife? It is exceedingly interest-
ing. Director shows his genius in ar-
tistic and lavish settings and produces a
big and well acted drama. We kept
prices down and lost by so doing. If
your nerves are on edge trom censorship,
don't handle this one for it is a live wire.
Yerbum sap! — Philip Rand. Rex theatre,
Salmon, Idaho. — Small town patronage.
Buried Treasure, with Marion Davies.
My audience and I agree, "It is very
poor." Few came to see it. — A. L. Hain-
line, Illinois .theatre. Macomb. 111. —
Neighborhood patronage.
Little Miss Rebellion, with Dorothy
Gish. — Fair picture. Drew average busi-
ness on rainy night on account of run-
ning The Ghost in the Garrett first. Not
nearly so good as The Ghost in the Gar-
ret.— Johnson Bros.. Johnsonian theatre,
Ripley, N. Y. — Small town patronage.
Square Deal Sanderson, with William
S. Hart. — As good a Hart as we have
had. Hart does some real acting and
clever gun slinging in this one. — R. Ross
Riley, Wigwam theatre, Oberlin. Kans. —
General patronage.
The Hell Diggers, with Wallace Reid. —
About the poorest picture Wallace has
made. People said so. Despite the
good reports in "What the Picture Did
for Me," patrons were disappointed. Let's
put reputation aside and make good pic-
tures.— Chas. Blaine, Morgan theatre,
Henry-etta, Okla. — General patronage.
Dr. Jekyll and Mr. Hyde, with John
Barrymore. — Pleased the better class.
Brought people that never came before.
— H. G. Jenkins, Gay theatre, Harriman,
Tenn. — Neighborhood patronage.
Sacred and Profane Love, with Elsie
Ferguson. — No enthusiasm manifested
by a small house. — E. L. Franck, Oasis
theatre, Ajo, Ariz. — Neighborhood pa-
tronage.
The Jailbird, with Douglas MacLean.
— Good as the average program picture
and pleased 60 per cent or better. — Brit-
ton & Lundgren, Melba theatre, Alexis.
111. — Neighborhood patronage.
The Egg Crate Wallop, with Charles
Ray. — Received many favorable com-
ments on this. We run Paramount
pretty old but most of the pictures are
good.— Johnson Bros., Johnsonian thea-
tre, Ripley, N. Y. — Small town patron-
age.
Male and Female, a Cecil DeMille
production. — Picture fine. Very ordi-
nary patronage. Hot weather against it.
Liked very well by every one. — Angelo
Chiarenza, Grand theatre, Cambridge
City, Ind. — Neighborhood patronage.
Mary's Ankle, with Douglas MacLean
and Doris May. — A comedy-drama that
was not nearly as suggestive as title.
Pleased audience 100 per cent. — Rolinson
& Lewis, Gaiety theatre, Starks, FLa. —
Small town patronage.
The Miracle Man, with a special cast.
— All in all this is the best picture I have
ever seen and all my patrons said the
same thing. Try as you will, you can't
boost it halt enough. It's got every-
thing that it takes to make a good pic-
ture.— C. A. Smythe, Rialto theatre.
Gate City, Va. — Small town patronage.
O'Malley of the Mounted, with Wil-
liam S. Hart. — One of the best pictures
Hart has made. Drew well and pleased
100 per cent. Bert Norton, Kozy thea-
tre. Eureka, 111. — General patronage.
The World and His Wife, with Alma
Rubens. — The only redeeming feature of
this picture is the wonderful acting of
Montagu Love. It hits the gossips a
solar plexis blow, but is too much
tragedy and does not end right. People
don't like them that way. Also weak
situations, where the husband would just
hear a few words that would make him
believe the worst, when the ones that
follow would have assured him of his
wife's innocence. But he left too soon,
which a human being would not have
done. — R. Ross Riley, Wigwam theatre,
Oberlin, Kans. — General patronage.
Humoresque, with Alma Rubens. —
Another good picture featuring the
wrong party. Vera Gordon is the star
of this photoplay and should have been
given the credit. If all pictures were
good as this one the exhibitor's worries
would cease, and the censors would be
looking for a different job. — W. P. Perry,
Rialto theatre. Cheyenne Wells, Colo. —
Small town patronage.
Conrad in Quest of His Youth, with
Thomas Meighan. — A story that inter-
ested only a few. While not many big
kicks, there weren't any comments. Just
an average program picture. — Bert Nor-
ton. Kozy theatre, Eureka, 111.- — General
patronage.
Pathe
The Isle of Zorda, with a special cast.
— Drew fair crowds for a week's run and
met with the approval of patrons who
witnessed it. — Samuel Harding. Liberty
theatre. Kansas City, Mo. — Transient pa-
tronage.
The Power Within, with a special cast.
70
EXHIBITORS HERALD
June 3, 1922
A dramatic incident from "Tracks," a Noble Johnson production published by
Playgoers Pictures and distributed by Pathe.
— A good picture. — Shelby and Windbiel,
Orpheum theatre, Amsterdam, N. Y. —
Transient patronage.
The Sage Hen, an Edgar Lewis pro-
duction.— Good picture that will please.
Went well for me. Think it good enough
to go anywhere. — C. N. Barlow, Opera
House, Medora, 111. — Small town patron-
age.
The House of the Tolling Bell, with a
special cast. — Most of our patrons liked
this, although we played to a very small
house on account of a storm. — Otis
I.amon, Auditorium theatre, Elmwood.
Wis. — Small town patronage.
Without Benefit of Clergy, with a spe-
cial cast. — Only fair. — Shelby and W'ind-
beil, Orpheum theatre, Amsterdam, X.
Y. — Transient patronage.
The Sage Hen, an Edgar Lewis pro-
duction.— Opened a new house with this
on a bad night to S. R. O. business.
Pleased both the fans and the others who
dropped in to see what the new house
looked like. — Roy W. Adams, Pastime
theatre, Mason, Mich. — Small town pa-
tronage.
That Girl Montana, witli Blanche
Sweet. — Yery good program picture, had
several good comments on this one. —
H. H. Birdcm Mirage theatre, Axtell,
Nebr. — Neighborhood patronage.
R-C Pictures
The Vermilion Pencil, .with Sessue
Hayakawa. — While an impossible pic-
ture, it's well presented. Star good, but
he does not take as good as in American
plays. — J. Carbonell, Monroe theatre,
Key West, Fla. — Neighborhood patron-
age. i
Five Days To Live, with Sessue Haya-
kawa.— Personally 1 thought this a beau-
tiful picture, but my patrons were only
.".<i per cent pleased. Didn't pay for the
rental. The "Jap" is no card here. —
Harold F. Wendt. Rivoli theatre,
Defiance, O. — General patronage.
Black Roses, with Sessue Hayakawa
—A worth while picture. — T. G. Thomp-
son, Grand theatre, Rochester, N. Y. —
General patronage.
Seven Years Bad Luck, with Ma\
Under. — Played it as a special but did
not increase price. Got good business
two nights in small town. Pleased 100
per cent. Good asi it is old. — Austin A.
Torrance, Peerless theatre, Lebo, Kans.
— Small town patronage.
Seven Years Bad Luck, with Max
Linder. — Not the best five real comedy
ever made, but a good one at that, and
drew a fair-sized crowd who seemed to
be well pleased. — W. C. Allen, Casino
theatre, Antwerp, N. Y. — Neighborhood
patronage.
Realart
Everything For Sale, with May Mc-
Avoy. — Splendid program picture, and
this little girl is making friends in every
picture. — A. L. Middleton, Grand thea-
tre, DeQueen, Ark. — Small town patron-
age.
Her Winning Way, with Mary Miles
M inter. — Drew big Saturday night crowd.
When you finish, come on deck" says
the rough captain in "Reported Miss-
ing" the Sclznick special feature star-
ring Owen Moore.
Picture is pleasing. There is nothing to
any claim that people don't want to see
Minter. This comedy is a little too sug-
gestive.— A. L. Hainlin, Illinois theatre,
Macomb, 111. — Neighborhood patronage.
Judy of Rouges' Harbor, with Mary
Miles Minter.- — Pretty good program,
rather brutal in places, but there is
enough comedy to offset it. Small
crowd. — G. F. Rediske, Star theatre,
Ryegate, Mont. — Small town patronage.
Ducks and Drakes, with Bebe Daniels.
— Good entertainment for any audience.
— J. F. Rees, Regal theatre, Wellsville,
Mo. — Neighborhood patronage.
Black Birds, with Justine Johnstone
— Will pass. No business. Title don't
mean anything. — G. F. Rediske, Star
theatre. Ryegate, Mont. — Small town
patronage.
Selznick
The Prophet's Paradise, with Eugene
O'Brien. — Patrons pronounced this good
as they passed out. — Adolph Kohn,
Pastime theatre, Granville, N. Y. — Small
town patronage.
Love's Masquerade, with Conway
Tearle. — A very good picture that
brought forth many favorable comments.
— Adolph Kohn, Pastime thearte, Gran-
ville, N. Y. — Small town patronage.
Clay Dollars, with Eugene O'Brien. —
A well acted and directed story of usual
country life. O'Brien is fine in this pic-
ture. There are lots of laughs to this
picture, which arc clean. — C. B. Clark,
Iris theatre, Pacific Grove, Calif. — Gen-
eral patronage.
Why Announce Your Marriage? with
Elaine Hammerstein. — A good comedy.
—Adolph Kohn, Pastime theatre, Gran-
ville, N. Y. — Small town patronage.
Handcuff's or Kisses, with Elaine
Hammerstein — A real good program
picture that pleased.- — Adolph Kohn, Pas-
time theatre, Granville, N. Y. — Small
town patronage.
United Artists
Disraeli, with George Arliss. — Here is
a picture that is indeed a masterpiece.
Thouroughly pleased very high class au-
diences two days. — W. G. Sturdivant,
Hoyburn theatre, Evanston, 111. — Neigh-
borhood patronage.
The Nut, with Douglas Fairbanks.—
A rather old picture but went over fine.
Played to fair business against American
Legion benefit, free lecture at a church,
and a high school play. Would have
been a knock out if we had a chance. —
Harold M. Schoonovcr, Mazda theatre,
Aurora, Neb. — Small town patronage.
Universal
Man to Man, with Harry Carey. —
Here's a Jewel that has been advertised
well. Western, and crooked as the fast-
est Western made, and believe me, Boys,
it hits on high for six wonderful reels
and you sit there wishing there were six
more. Brothers, as "man to man," I
say book it, and book it while it's hot.
It was a life saver for me, as I had the
biggest house in fourteen months. — F.
\\ llorrigan, McDonald theatre, Philips-
burg, Mont. — Mining camp patronage-
Wild Honey, with Priscilla Dean.—
Played this picture for a special church
benefit. Picture good, but did not
please as w ell as Outside the Law and
Reputation. Star is popular here.—
Norman W. Kemp, Gem theatre, Hobart.
1 nd. — Neighborhood pat ronage.
The Man Who Married His Own Wife
with Frank Mayo. — The finest and most
interesting scenery that we have ever
hail in a program feature in the past four
years. Especially the storm scene on
June 3, 1922
EXHIBITORS HERALD
71
the ocean. It was wonderful. Patrons
spoke highly of it. And you bet those
are the kind we need nowadays. — Ed. L.
Wegener, Lyric theatre, Valley Jet., Ia.
— General patronage.
Foolish Wives, an Eric Von Stroheim
production. — Everybody came out the
first night to see the million dollar pic-
ture, and none of them could see even
the 75 cents admission. — D. L. Reynolds,
Strand theatre, Gilroy. Calif. — Small
town patronage.
Wild Honey, with Priscilla Dean. —
Picture is very good from a production
standpoint and the acting is faultless,
but the story lacks interest and suspense,
which were present in a high degree in
Conflict. The breaking of the dam and
the resulting flood are very impressive,
and make one think. "Ain't Nature
grand?" All in all, it is a good picture.
In fact, we would say it was good if it
was nothing but a cabinet size photo of
this talented actress. We have encoun-
tered a period of "no business." — Wm,
H. Creal, Suburban theatre, Omaha, Neb.
— Neighborhood patronage.
Conflict, with Priscilla Dean. — A truly
wonderful picture with thrills aplenty.
It pleases all classes and my business was
very satisfactory on Conflict. — Susie E.
Baxley, Star theatre, Arcadia, Fla. —
Neighborhood patronage.
Moonlight Follies, with Marie Prevost.
About as clever and up-to-date comedy
drama as we have had. You know a
man would be forgiven for trying to
Steal a kiss from this star. She is one
former bathing beauty that is making
good. — R. Ross Riley, Wigwam, Ober-
lin, Kan. — General patronage.
Sure Fire, with Hoot Gibson. — Put
this on as a benefit to baseball team.
Pleased. A good Western and star is
good in role. — E. J. O'Neill. Broadway
theatre, St. George, N. B., Can. — Small
town patronage.
Playing with Fire, with Gladys Wal-
ton.— Walton is popular here, and she
takes a fine part in this picture. — Roy
Adams, Pastime theatre. Mason, Mich. —
Small town patronage.
Shattered Dreams, with Miss DuPont.
A good picture. — Adolph Kohn, Pastime
theatre, Granville, N. Y. — Small town
patronage.
Conflict, with Priscilla Dean. — An A-l
picture. Pleased everybody. Book it
and boost it. — J. M. Reynolds. Elwood
Opera House. Elwood, Neb. — Neighbor-
hood patronage.
The Fox, with Harry Carey. — A good
western picture. Did fair business.
About as good a Western I have ever
seen. Pleased many. — Norman W.
Kemp. Gem theatre. Hobart, Ind. —
Neighborhood patronage.
Man to Man, with Harry Carey. — The
best feature he ever made. Lots of ac-
tion and keeps your patrons interested
[from start to finish. — Ed. L. Wegener,
Lyric theatre, Valley Jet., Ia. — General
patronage.
The Fire Eater, with Hoot Gibson.—
A good picture. — Adolph Kohn. Pastime
itheatre. Granville, N. Y. — Small town
patronage.
The Fox, with Harry Carey. — This
'picture is everything they claim for it.
Jn every respect it is a super-special
Western. Its excellence will surprise
•vou. — Clark and Edwards. Palace theatre.
\shland, O. — Neighborhood patronage.
Short Skirts, with Gladys Walton. — A
landy comedy-drama and this little star
s sure a comer. I hope she don't read
ny boosts and boost her film rentals. —
V. L. Middleton. Grand theatre, De-
3ueen, Ark. — Small town patronage.
High Heels, with Gladys Walton.—
^ice, clean, well acted picture that re-
flects great credit to the star. The kind
that should please any kind of an audi-
ence.— W. C. Allen, Casino theatre, Ant-
werp, N. Y. — Neighborhood patronage.
Tiger True, with Frank Mayo. — Very
good crook story and did good business.
— M. Oppenheimer, Empire theatre, New
Orleans, La. — Transient patronage.
The Wallop, with Harry Carey. —
Good Western. A few more like this
one will make a real hit. He is getting
popular here. — G. C. Christman, Gayoso
theatre, Kansas City, Mo. — General pat-
ronage.
A Daughter of the Law, with Carmel
Myers. — A good program picture. — Roy
Adams, Pastime theatre, Mason, Mich. —
Small town patronage.
A Parisian Scandal, with Marie Pre-
vost.— A pretty good program picture. —
Adolph Kohn, Pastime theatre, Gran-
ville, N. Y. — Small town patronage.
A Shocking Night, with a special cast.
— A real five reel comedy. Kept them
roaring all the way through. Play this
and see some happy faces. — M. Oppen-
heimer, Empire theatre, New Orleans,
La. — Transient patronage.
The Devil's Pass Key, with Eric Von
Stroheim. — Good. Had good attendance
on this. — H. S. Fox. Tokio theatre,
Morehouse, Mo. — Neighborhood patron-
age.
Cheated Hearts, with Herbert Rawlin-
son. — This is a pretty good picture. —
Adolph Kohn. Pastime theatre, Gran-
ville, N. Y. — Small town patronage.
pllIIIIIWIllIIIM
Industrial
Foresight
Depression, prosperity, pub-
lic picture sentiment, basically
responsible for industrial de-
velopments of whatever char-
acter, are recorded first and §§
1 authentically in this depart- g
ment.
Read it, and write in it, as
m the one authoritative chronicle
H of box office conditions.
Darmond. — Good ordinary Western pic-
ture.— R. R. Gribble, Grand theatre, New
Hamburg, Ont., Can.
Vitagraph
^IllllllllllllllllllllillllllllliU
The Unknown Wife, with Edith Rob-
erts.— This did not create any enthusi-
asm here. — R. R. Gribble, Grand theatre.
New Hamburg, Ont., Can.
A Daughter of the Law, with Carmel
Myers. — Fair picture, pleased about 90
per cent, however. Century comedy
helped it over and a good International
Weekly. — John Wesley. Peoples theatre,
Scio, Ore. — Neighborhood patronage.
Playing with Fire, with Gladys Wal-
ton.— A very good picture that should
please anv audience. Not as good as
Pink Tights.— Adolph Kohn, Pastime
theatre, Granville, N. Y. — Small town
patronage.
The Beautiful Gambler, with Grace
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310-12 S. St. Clair St. Toledo, O.
' Calendar Programs Bring Back the Crowds"
The Sheik's Wife, with a special cast. —
Very good picture for foreign made.
Drew well and pleased. Title will draw,
but won't compare with The Sheik. — C.
R. Sullivan, Fair theatre, Amarillo, Tex.
— General patronage.
Black Beauty, with Jean Paige. — Fine
picture that will please any audience.
Ran some vaudeville acts with it and will
say that I would not let vaudeville acts in
for nothing, as they are all rotten or they
would not be in the country. — Britton &
Lundgren, Melba theatre, Alexis, III. —
Neighborhood patronage.
The Little Minister, with Alice Cal-
houn.— A mighty good picture that will
please all. You will make no mistake
on this one. and the small town will find
Vitagraph prices right. — W. D. Patrick,
Cozy theatre, Flora, Ala. — Neighborhood
patronage.
Black Beauty, with Jean Paige. — Good
picture and drew some people that never
attended shows before. — J. M. Reynolds,
Elwood Opera House. Elwood, Neb. —
Neighborhood patronage.
The Son of Wallingford, with a special
cast. — Good picture. Pleased majority,
but it's too long. Fair business. — Chas.
Blaine, Morgan theatre, Henryetta, Ok-
la. — General patronage.
The Rainbow, with Alice Calhoun. — A
good picture. — Shelby and Windbiel. Or-
pheum theatre, Amsterdam, N. Y. — Tran-
sient patronage.
The Son of Wallingford, with a special
cast. — Splendid picture that should please
nearly everyone. — Grafton Nutter, Royal
theatre. Republic, Kan. — Neighborhood
patronage.
The Little Minister, with Alice Cal-
houn.— Very good, especially if your pa-
trons like Scotch stories. — Fahrney and
Elson, Electric theatre. Curtis, Neb. —
Small town patronage.
Bring Him In, with Earle Williams. —
A story of the outdoors which pleases
all classes of people. Earle Williams is
good. Not up to other Vitagraph pic-
tures which we have run. — C. B. Clark,
Iris theatre, Pacific Grove, Calif. — Gen-
eral patronage.
No Defense, with William Duncan. —
Very interesting and entertairing picture,
and far above the average program pro-
duction. All the Duncan features have
been good to date. — Wm. H. Creal, Sub-
urban theatre, Omaha, Neb. — Neighbor-
hood patronage.
State Rights
District distributors of State Right at-
tractions arc invited to file definition of
territory with the editor of this department
to facilitate prompt reply to exhibitor in-
quiry.
School Days (Warner Bro), with Wes-
ley Barry. — Fell down on this. Don't
think it is as good as Penrod. Attend-
ance did not come up to expectation. —
W. G. Sturdivant. Hoyburn theatre, Ev-
anston, 111. — Neighborhood patronage.
Where Is My Wandering Boy To-
night? (Equity), with a special cast. —
Very good picture. Compares favor-
ably with The Old Nest and Over The
Hill. Just enough comedy in it to take
off the rough edges. I'm glad I played
it. — W. C. Allen. Casino theatre, Ant-
werp, N. Y. — Neighborhood patronage.
Whispering Shadows (World), with
Lucy Cotton. — And the independents
wonder why we don't give them our pat-
ronage. If you want to put your pa-
trons to sleep, book this one. A one-
reel spiritualist picture, padded into six
72
EXHIBITORS HERALD
June 3, 1922
A scene from "Tracks" a Noble Johnson production being distributed by Playgoers
Pictures through Pathe.
reels. — P. G. Vaughan, Royal theatre,
Lee's Summit, Mo. — Neighborhood pat-
ronage.
Ashes of Love (Graphic), with a spe-
cial cast. — While this picture was a weak
■box office attraction, it was well liked
by those who saw it. — Harold F. Wendt,
Rivoli theatre, Defiance, O. — General
patronage.
Out of the Dust (McCarthy,) with a
special cast. — A pretty good picture.-*—
Adolph Kohn, Pastime theatre, Granville,
N. Y. — Small town patronage.
Parted Curtains (Warner Bros.), with
Henry Walthall. — Did not draw very
well, due partly, perhaps, to unusually
■warm weather. — Samuel Harding, Doric
theatre, Kansas City, Mo. — Transient
patronage.
Squire Phinn (Producers Security),
with Maclyn Arbuckle. — I wouldn't rec-
ommend this picture to anyone in the
city. As a box office attraction it is
"punk." Give it twenty per cent for en-
tertainment.— Harold F. Wendt, Rivoli
theatre, Defiance, O. — General patronage.
Man and Woman (Jans), with Diana
Allen. — Very good picture. — T. G.
Thompson, Grand theatre, Rochester, N.
Y. — General patronage.
White Masks (Canyon), with Frank-
lyn Farnum. — Good Western with a
good variety of punch. — Grafton Nutter,
Royal theatre, Republic, Kan.— Neigh-
borhood patronage.
The Wakefield Case (World), with
Herbert Rawlinson. — A good picture.—
Shelby and Windbiel, Orpheum theatre.
Amsterdam, N. Y. — Transient patron-
age.
Black Panther's Cub (Equity,) with,
Florence Reed.— Drew only the regu-
lars, and they did not care for it.— _E. L.
Franck, Oasis theatre, Ajo, Ariz.— Neigh-
borhood patronage.
The Parish Priest (Garfield), with Wil-
liam Desmond.— A good picture.—
Adolph Kohn, Pastime theatre, Granville,
N. Y.— Small town patronage.
Devil Dog Dawson (Arrow), with
Jack Hoxic.— Just a fair western Ari-
zona scenes apparently laid in California.
Hoxie seemed rather overbearing At
least some told me that.— Philip Rand,
Rex theatre, Salmon, Idaho. — General
patronage.
The Last Chance (Conyon,) with
Franklyn Farnum. — Give us more of
these Westerns. — Shelby and Windbiel,
Orpheum theatre, Amsterdam, N. Y. —
Transient patronage.
Once Upon a Time, with Nancy Bry-
an.— A picture taken from the Arabian
Nights, made by community players of
Florida. Pleased 90 per cent. Many
remarks about the beautiful scenery. Not
much of a plot, but it's got the scenery.
Costume picture. — C. A. Smythe, Rialto
theatre, Gate City, Va. — Small town pat-
ronage.
The Road to Arcady (J.' W. Film
Corp), with Virginia Lee. — Very good
society drama. Star well supported and
story good. — W. C. Allen, Casino theatre,
Antwerp, N. Y. — Neighborhood patron-
age.
Burn 'em Up Barnes (AM. Dist.),
with Johnny Hines. — One of the best pic-
tures we have shown for some time.
Everyone pleased for two nights. Wish
we had more like it. — Otis Lamon, Au-
ditorium theatre, Elmwood, Wis. — Small
town patronage.
Cyclone Bliss (Arrow), with Jack
Hoxie. — Good western. Jack is coming
to the front. Every one I run is a sure
bet. — G. C. Christmann, Gayoso theatre,
Kansas City, Mo. — General patronage.
The Man from Nowhere (Arrow),
with Jack Hoxie. — One of Hoxie's best.
— Shelby and Windbeil, Orpheum the-
atre, Amsterdam, N. Y. — Transient pat-
ronage.
The Echo of Youth (Graphic), with a
special cast. — Lay off of this one. It will
get very few into your place and send
them away very much disgusted. — Har-
old F. Wendt, Rivoli theatre, Defiance,
O. — General patronage.
Once to Every Man (Frohman), with
Jack Sherrill. — I have paid four times
the amount which I gave for this for
stuff that did not give half as good satis-
faction. It is good and should please
any crowd.— L. D. Fairfield, Legion the-
atre, Wakonda, S. Dak. — Small town
patronage.
God's Gold (Pinnacle), with Neal
Hart. — Nothing to this story. It is in-
sipid as a sea story. Photography poor.
Directing also punk. For a night scene
light amber is used, when the titles be-
fore and after the action indicate night. —
C. B. Clark, Iris theatre, Pacific Grove,
Calif. — General patronage.
Cyclone Bliss (Arrow), with Jack
Hoxie. — If you want lots of action and
rough stuff, here is a Western picture
that's got it. First Hoxie here, and
didn't draw, but pleased 85 per cent. —
A. E. Rogers, Temple theatre, Dexter,
N. Y. — Neighborhood patronage.
Dempsey-Carpentier Pictures (Rick-
ard).— Just ran the Dempsey-Carpen-
tier fight pictures, having run all the
fight pictures that have been made. From
a photography standpoint these are the
best. You can get more out of the fight
by seeing these pictures than a great
many of the people got that were at
Tersey City sitting in the back bleachers.
Most all close-ups, and they are fine.—
L. A. Furniss, Auditorium theatre, Til-
den, Neb. — General patronage.
The Inner Voice (Am. Cin.), with E.
K. Lincoln. — This is a real good picture.
— Adolph Kohn, Pastime theatre, Gran-
ville, N. Y. — Small town patronage.
Isobel (Davis), with Jane Novak—
LARRY SEMON in the final scene of "A Pair of Kings," a dual role story. Vita-
graph is distributing it.
June 3, 1922
EXHIBITORS HERALD
73
Good, but not up to the standard of
Curwood productions. It satisfied. — I.
Carbonell, Monroe theatre, Key West,
Fla. — Neighborhood patronage.
Bubbles (Pioneer), with Mary Ander-
son.— A good clean little picture.— Adolph,
Kohn, Pastime theatre, Granville, N. Y.
— Small town patronage.
The Unfortunate Sex (Gersten), with
a special cast. — Punk. — R. C. Stueve,
Orpheum theatre. Canton, O. — Transient
patronage.
Serials
Winners of the West (Universal), with
Art Acord —Got a very poor start on
this in mid-winter, but it picked up every
week and finished strong. — Roy W.
Adam, Pastime theatre, Mason, Mich. — ■
Small town patronage.
Do or Die (Universal), with Eddie
Polo. — Absolutely no good. It has
ruined my serial business. Cannot get
them out to see a good serial now. —
W. D. Patrick, Cozy theatre, Ficra Ala.
— Neighborhood patronage.
Winners of the West (Universal), v/ith
Art Acord. — A good serial and pleased,
but I would not lay too much stress on
the historical part. — Adolph Kohn,
Pastime theatre, Granville, N. Y. — Small
town patronage.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — Opened first
episode on poorest night of week. Never
showed to over three hundred and fifty
people. The Adventures of Tarzan broke
all records by showing close to seven-
teen hundred people. Good advertising
will do same for everyone. — Geo. Arkins,
New American theatre, Kansas City, Mo.
— Neighborhood patronage.
Short Subjects
Pay Day (F. N.), with Charles Chap-
lin.— We venture to say some of the new-
stuff pulled in this comedy will be
copied by the lesser comedians, just as
he has been imitated since the beginning
of his career. Judging from the laughter
A scene from the Associated Exhibitors,
Inc., production "Silas Marner," which
Pathe is distributing.
it provoked it is fully as good as any of
Chaplin's previous efforts, and perhaps
above his average. His catching of the
bricks in rapid succession is certainly
clever and sets one to guessing how he
does it. — Wm. H. Creal, Suburban thea-
tre, Omaha, Neb. — Neighborhood pa-
tronage.
The Boat . (F. N.), with Buster
Keaton. — A knockout comedy, different
from anything he made. Wonder why
they don't call his pictures "Million
Dollar Comedies," and try to get it, as
now Lloyd and Chaplin are collecting.
They are better than the last named. —
Chas. Blaine, Morgan theatre, Henryetta,
Okla. — General patronage.
The Winning Wallop (Pacific), with a
special cast. — A good comedy. Though I
have never been to Merit Film Corp.
office, I can truthfully recommend this
concern to all exhibitors in this territory
as offering near 100 per cent co-opera-
tion.— Adolph Kohn, Pastime theatre.
Granville, N. Y. — Small town patronage.
LOOK!!
For the State Right Distrib-
utor handling the
Box Office Successes
in the
"Where -Can -I -Buy -It"
Section
He should be there.
If he isn't, ask us,
and we'll find him
for you.
Step Forward (F. N.), a Mack Sennett
comedy. — This is one of Turpin's best
comedies. It can't help but draw laughs.
New tricks in a new way. — Harold F.
Wendt, Rivoli theatre, Defiance, O.
The Northern Trail (Educational),
with a special cast. — This is a fine two
reel northern picture to use with a
comedy drama. — Otis Lamon, Auditor-
ium theatre, Elmwood, Wis. — Small
town patronage.
The Stork's Mistake (Educational), a
Campbell comedy. — My first Campbell
comedy and it was great. Helped to put
over a weak feature and everyone was
pleased. — Susie E. Baxley, Star theatre,
Arcadia, Fla. — Neighborhood patronage
Edgar's Hamlet ^oldwyn), with
GLADYS WALTON in a scene from
the Universal feature "Second Hand
Rose."
Johnnie Jones. — The children and your
older patrons will like this series. Young
people will pass them by. Fair entertain-
ment.— Harold F. Wendt, Rivoli theatre,
Defiance, O. — General patronage.
Never Weaken (Asso. Ex.), with
Harold Lloyd. — A dandy comedy, gave
general satisfaction. Lloyd comedies
are always good. — W. G. Sturdivant,
Hoyburn theatre, Evanston, 111. — Neigh-
borhood patronage.
The Battle of Jutland (Educational). —
I played this Educational Week with a
Torchy Comedy and Kinograms. Did
more business on this program at 23c
than I did on big special the same week
at 35c. People in theatre that had never
been in before but it must be advertised.
— Susie E. Baxley, Star theatre, Arcadia^,
Fla. — Neighborhood patronage.
Try and Get It (Fox), with a special
cast. — A rehash of all the oid slapstick
tricks that have been pulled a thousand
times before in comedies. Inclined to
be a little "dirty" in spots. Some direc-
tors seem to think this is necessary to get
the laughs. — P. G. Vaughan, Royal thea-
tre. Lee's Summit, Mo. — Neighborhood
patronage.
Fool Days (Fox), with Al St. John. —
Absolutely a knockout with our audi-
ence.— C. R. Sullivan, Fair theatre,
Amarillo, Tex. — General patronage.
Torchy Takes a Chance (Educational),
with Johnny Hines. — Educational come-
dies cannot be beat, and every one I play
gets better. I would not think of run-
ning a theatre without Educational sub-
jects. They are included in my program
every day of the week. — Susie E. Baxley,
Star theatre, Arcadia, Fla. — Neighbor-
hood patronage.
Snooky's Twin Troubles (Federated),
with Snooky. — Chaplin, Keaton, Lloyd,
or anyone else never made a comedy with
as many laughs to the square inch of
film. It's clean and a roar, and what's
better, they don't charge ten prices for
it. — A. L. Middleton, Grand theatre,
DeQueen, Ark. — Small town patronage.
Hard Luck (Metro), with Buster
Keaton. — Received with enthusiasm by
my patrons. Up to Keaton's standard.
74
EXHIBITORS HERALD
June 3, 1922
USE THIS BLANK
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Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Pictures
Are Doing for Other Exhibitors
Fill in this blank now and send
to Exhibitors Herald, 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remarks
Title
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
— E. L. Franck, Oasis theatre, Ajo, Ariz.
— Neighborhood patronage.
Fool Days (Fox), with Al St. John. —
A good one. You can't go wrong with
Al St. John. He and his bicycle are
sure laugh getters. — H. S. Fox. Tokio
theatre. Morehouse, Mo. — Small town
patronage.
After the Dough ( C. B. Oi with Hall
Room Boys. — These guys should get it
out of their heads that they are so funn)-,
chasing up one street and down the
other. Anybody can do that. Give us
a funny one, boys. Nothing funny nbout
this. — A. L. Middleton. Grand theatre,
DeQueen, Ark. — Small town patronage.
High and Dizzy (Pathe), with Harold
Lloyd. — A knockout. Lloyd keeps them
holding their breath. The cleanest and
best comedies on the market. I book
Lloyd comedies as fast as they are issued.
— W. R. Thompson, New Holland thea-
tre. New Holland, Ga. — General Patron-
age.
Making Manhandlers at West Point
(Educational), with a special cast. — Lay
off of this one. A conglomeration of
stuff which will not stand up with the
boys since the war. — Harold F. Wendt.,
Rivoli theatre, Defiance, O.
I Do (Asso. Ex.), with Harold Lloyd.
— One continuous roar of laughter.
Many stayed over for the second show
to test their lung endurance. — Philip
Rand, Rex theatre, Salmon, Idaho. — Gen-
eral patronage.
A Night In the Show (Essanay). with
Charles Chaplin. — If you haven't played
this comedy, book it. A scream all the
way through. Chaplin and Fatty Ar-
buckle are both in this one. No cheap
humor, but real stuff. — C. A. Smythe,
Rialto theatre, Gate City, Ya. — Small
town patronage.
Beech Nuts (C. B. C), with Hall
Room Boys. — Not quite as good as the
average Hall Room Boy comedy? Too
much chase. Some new stuff, however,
and as a whole this scries is much better
than most of them. — Harold F. Wendt.
Rivoli theatre. Defiance, O. — General
patronage.
The Boat (F. X.). with Buster Keaton.
— A good comedy, as Keaton always
makes good ones. However, First Na-
tional is getting too much money for
these. — Raymond Gear, Mayflower thea-
tre, Florence, Kans. — General patr6nage.
The Haunted House (Metro), with
Buster Keaton. — Played this with home
talent vaudeville. The big crowds
roared with laughter. Keaton is a great
favorite here. We think this is a very
superior' comedy. — Philip Rand, Rex
theatre, Salmon, Idaho. — General patron-
age.
Hard Luck (Metro), with Buster
Keaton. — Another one of Keaton's good
comedies, which nearly always have
some new ideas or jokes. — Otis Lamon,
Auditorium theatre, Elmwood. Wis. —
Small town patronage.
Among Those Present (Asso. Ex.),
with Harold Lloyd. — A good comedy. —
Shelby and Windbcil, Orphcum theatre,
Amsterdam, N. Y. — Transient patronage.
On Patrol (F. N.). a Mack Sennett
comedy. — A hard one to recommend.
Without the Sennett mark it would be
worth much less. Action in spots — some
spots. The producer didn't hurt himself
in working on this one. — Harold F.
Wendt, Rivoli theatre, Defiance, O. —
General patronage.
An Eastern Westerner i Pathe), with
Harold Lloyd.— One of the best come-
dies I ever saw. You can feature this
one big. — W. D. Patrick, Cozy theatre,
Flora, Ala. — Neighborhood patronage.
A Dog's Life (F, X l. with Charles
Chaplin — Although this was the third
|IIIIPHM
| Cooperative
1 Efficiency
Wise business men of the j
i theatre contribute to and take I
1 from this department the wis- 1
■ dom of the successful execu- 1
I tive, perpetuating a depend- J
| able supply of accurate I
| business informaiion.
Here cooperation attains |
complete efficiency, writer and I
3 reader, who is one and legion, |
| profiting in equal measure.
showing for this comedy in Florence, it
drew very well and pleased. — Raymond
Gear, Mayflower theatre, Florence, Kans
— General patronage.
"Felix the Cat" Cartoons (M. J. Wink
ler). — These are very good one reel sub
jects. We run "Felix, the Cat," Tony
Sarg's Almanac," Out of the Ink
well," and "Funny Fall." Run one each
Wednesday. They are great. — W. G
Sturdivant, Hoyburn theatre, Evans-
ton. 111.
National Comedies (Goldwyn). — All of
these subjects that I have used so far are
fair. — M. Oppenheimer. Empire theatre
New Orleans, La. — Transient patronage
Aesop's Fables (Pathe).— In a class by
itself. Best short subject I have used
I am running them with feature and two
reel comedies. — W. R. Thompson, New
Holland theatre, New Holland, Ga. —
General patronage.
Screen Snapshots (C. B. C). — As good
as the first one, and I am on number fif-
teen. Not a bad one so far. — M. Oppen-
heimer. Empire theatre,, New Orleans
La. — Transient patronage.
PRODUCERS Are Afraid to Quote Us
They do not want you to know the
Truth about their pictures, in advance.
To get the Truth read
SgeenQpinions
Costs 3 cents Per Review.
CHICAGO, ILL
CAMERA BARGAINS
Motion Picture Cameras at caab
•aving prices. Special professional
discount* on UNIVERSAlS.
immtdliU d«llT«tr on mil model* IWBrl*,
Dvfrtsn* Path* and nunr otbere deneR-
etreted Id ear showroom. Send for ear earn
lot* cataloc mt one*, freeman reaaeet.
BASS CAMERA COMPANY
Dept. H, 1 OS N. Duitan St.. Chicago, II.
Why Experiment with Poor Work?
Why Pay Exhorbitant Price*?
Get in touch with the
Standard Motion Picture Company
I00S-1006 Malleri Bld( Teltphoot Cenlral 23 4 7 Ckiup, IB.
DeTeloping.Printinff. Special Tide Work
Cheapest by far with Satisfaction Guaranteed
The GreaUsl AcUntmtnt
in Theatrt Or can Building
SMITH UNIT ORGAN CO.
Manufacturers of Hlgh-Grade ELECTRO-
PNEUMATIC PIPE ORGANS for
Theatre arid Home.
413-419 W. ERIE ST. CHICAGO, ILL.
June 3, 1922
EXHIBITORS HERALD
75
"Where-Can-I-Buy-It" Section
A one-inch advertisement cost* $3.75 per insertion for a minimum of four insertions. At option of advertiser copy may
be changed after every fourth insertion. Check, money -order or cash must accompany order.
FULCO-SCHAFFER SALES CO.
24 E. 8th St. 3301 Olive St.
Chicago St. Louis
Distributors Powers Projectors
Equipment Supplies and Accessories
TAILORED CHAIR COVERS
Lend Beauty and Personality to your Theatre
Perspiration and Dust Proof —
Can be cleaned without removing
Largest assortment in U. S. — Sominal cost — Send for samples
1 * E. Jackson DUBLTEX Chicago,
BouleTard Paul Bush. MgT. Illinois
The Sensation of the Season
L. CASE RUSSELL'S
"TEN NIGHTS IN A BARROOM"
with JOHN LOWELL
Distributed in Indiana and Northern Illinois by
PROGRESS PICTURES CO.
808 So. Wabash CHICAGO, ILL.
EXHIBITORS
•® SWrtT-SlQi .... EXCHANGE
Special
Children's Matinee Subjects
make it a day of profit
SEND FOR LIST
The Lea-Bel Co.
804-806 S. Wabash Ave., Chicago
Aillfft
LABORATORIES
1717-1729 N.WEILS ST.
EXPERTS and spc-
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— Tinting — Toning
— Title work and
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Writt or trire note
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G. E. MAZDA
EQUIPMENT
Authorized Distributors
Full Particulars Furnished
Complete Theatre Equipment
MONARCH THEATRE SUPPLY CO.
724 So. Wabash Ave. 228 Union Ave-
CHICAGO, ILL. MEMPHIS, TENN.
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^e specialize in showing you the most econom-
ical way of selling your wares thru advertising.
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New York Phone Chicago Phone Los Angeles Phone
Bryant 1368 Harrison 9248 660-10
76 EXHIBITORS HERALD June 3, 1922 I
NEW YORK CHICAGO PHILADELPHIA
I 14 W. 41st St. 12 E. Jackson Blvd. 252 So. Broa St-
THEATRE EQUIPMENT
Evolution of the Modern Theatre
FTl HE evolution in construction tendencies that have brought about
j_ the present modern theatre is a subject of keen interest to every
one connected with the various phases of the motion picure industry.
In this article, the first of a series, Mr. John Eberson, architect, who has
specialized in theatre construction for many years, and who has designed
and built some of the finest playhouses throughout the country, intimately
reviews the developments and requirements of construction in relation to
the business of showmanship.
By JOHN EBERSON, Architect
In viewing the development of modern
theatre construction one must naturally
view these developments from various
angles, taking into consideration the art
critic, the safety director, the banker,
owner and Miss Public with her wistful
moods, taste and inclinations. A few
thoughts and reminiscences covering
past and present tendencies may not be
amiss, as well as pointing out the respon-
sibility of the architect called upon to
advise, develop and
direct building op-
erations designed
to house success-
fully a business
which is a com-
bination of art and
commercial effort,
catering to an
amusement loving
public.
In the Past-
Picture the small
store-room show of
a few years ago
with its ornamental
plaster of Paris
front entrance,
Uudded with its
:lectric light bulbs
lalf concealed in
11 designed ros-
■ttes?
Picture the old
'jox office on the
sidewalk with its
>rass wicket and its
oil ticket hook
.nd nice stacks of
xposed nickels
nd dimes.
Remember the
leavy brass rodded
ntrance doofrs
;ading to narrow vestibules affording
ou entrance to a curtained-off auditor-
Jtn, long and narrow, with its straight
L »ow of seats, its low ceiling. Think of
* ht straight long center aisle leading to
I; re badly lighted orchestra pit with its
(layer piano; the few composition side
all brackets, shaded with paper shades
nd artificial flowers.
Recall the flat projection screen and
ie rattling of the shutter action coming
JOHN EBERSON
back seats and numerous other features.
Then you visualize some of the pioneer
efforts of motion picture presentation.
Progress Is Started
Larger cities found capital and talent
to build big one floor picture theatres,
with more seats, more decorations, more
elaborate lobby display frames, but still,
after all, nothing but oversized rooms
with picture floors, an augmented or-
chestra, more elab-
orate lighting fix-
tures hanging from
ceiling and side
walls in symmetri-
cal lines.
Then followed
the popularization
of the motion pic-
ture business and
the once-famous
legitimate one-
night-stand the-
atres remodeled in-
to then-called mo-
tion picture pal-
aces. This was
usually accom-
plished by a hole
rigged decorating
scheme, the shad-
ing of the new
electric light fix-
tures, the re-equip-
ment of the lobby
with a straight
ticket office, the
application of elab-
orately carved and
highly bronzed dis-
play frames to ac-
commodate stan-
dard sized litho-
graphed and colored photographs of
famous film stars. It is in these remod-
elled buildings that we find the first sign
of a stage setting for presentation of mo-
tion pictures, a few garden rows at the
bottom of the screen, some garden wings
for sight masqueing, a few electric auto-
matic fountains and a faint attempt of
adding stage lighting effects to the pre-
sentation. Temporary booths, made of
sheet metal or asbestos lumber and lo-
cated up against the front rail of the now
In subsequent articles in this de-
partment Mr. Eberson will take
up such factors as
COST
DESIGN
EQUIPMENT
ATMOSPHERE
abandoned gallery were also prominent
in those days.
The modern architect and builder must,
in order to be successful, go back as far
into the reading room and library of the
large film producing company to find un-
derstanding and inspiration for the char-
acter and service which he will be called
upon to render in furnishing advice, de-
sign and supervision of the motion pic-
ture palace, which will, under proper
environments, present the public with the
pleasure of viewing and feeling the play,
the scenery and the moral of the pic-
ture of today.
How Films Are Made
The story or plot, read and re-read by
the editorial staff of the producing firm,
is discussed by the director of produc-
tion, the director of distribution and the
director of finance. The proper studios
and characters are found and determined.
Elaborate settings are designed and built.
Ideal light conditions have been created
and best photography and technic is ap-
plied.
Viewing and censoring on the part of
the producing firm's own officials pro-
ceeds while title writers are busy. The
picture is completed. It has originality,
character and the moral, and it now be-
comes necessary to devise ways and
means to inspire the viewing public with
the same inspiration, feeling and enthusi-
asm which possessed the artist staging
the play for the screen and the produc-
ing director whose energies and feeling
influenced the success of the picture.
Structure Enhances Picture
To make all these earnest and costly
efforts worth while it has come to pass
that the talent, vision and understanding
of the architect and the managing owner
are called upon to successfully create
and arouse the proper understanding and
feeling for the production to be pre-
sented.
One can easily divide the important
features of this service into four parts:
first the design, second the atmosphere,
third the equipment and fourth the cost.
Careful service rendered in these four
important branches, based on close ob-
servation of developments in this busi-
ness has resulted in the creation of so
many wonderful modern playhouses now
erected, and being erected in all parts of
our large and a great many of our smaller
cities.
78
EXHIBITORS HERALD
June 3. 1922
Fundamentals of Motion Picture
Theatre Ventilation
By H. E. SPROULL
Southwest District Manager
AMERICAN BLOWER COMPANY
Pk ROPER ventilation of a theatre has often been declared the first essential of successful
showmanship. In this article, contributed by one of the largest manufacturers of ventilating
equipment in the country, exhibitors will find pertinent suggestion and practical ideas on
theatre ventilation that should prove of extreme value. The story covers, in a not too technical
manner, the types of ventilating apparatus best suited for various sized theatres, from the smallest
to the largest. With the approach of warm weather every showman is -interested in providing
greater comfort for his patrons to the end of encouraging attendance during the summer months.
Fig. 1, Propellor fan
with direct connected
motor.
From the be-
ginning of the
motion pic-
ture business,
the necessity
for good ven-
tilation was
tho roughly
understood by
the managers
of the thea-
tres, and those
who went
farthest to
provide com-
fort for their
patrons have
made the
greatest success of their business ven-
tures. In other words, ventilation has a
direct bearing on the profits, just the
same as comfortable scats, beautiful dec-
orations, good music, and high-class pic-
tures.
There are many factors to be con-
sidered in providing good ventilation.
The five most important are temperature,
relative humidity, air distribution, air
motion, and cleanliness. Each of them
have a marked effect on health and com-
fort, and when properly combined, pro-
duce a refreshing effect on the patrons;
like a trip into the country on a bright
Spring day.
The temperature should never
be allowed to rise above 70 de-
grees in the Winter months. The
relative humidity should be main-
tained at about 40 per cent. The
distribution of air should be so
uniform that there will be an air
motion all over the house of not
less than 50 feet per minute, and
the air should be cleansed of all
dust and dirt to make it fit to
breathe. Odors also have a
marked effect on the apparent
condition of the air. While the
effect of the latter may be more
or less psychological, it is never
possible to convince the patrons
of a theatre that it is well venti-
lated when an objectionable odor
is noticeable upon entering the
building.
Artesian Well is Effective
In the Summer time it is im-
possible to maintain a tempera
ttire as low as 70 degrees, unless
an air washer is used with water
at temperatures ranging between
50 and 60 degrees. The water
supply from the city mains is
as there will
usually above 70 degrees during the hot
Summer months. The use of water
at this temperature, even for cleansing
the air, actually increases the relative
humidity, and thus adds to the dis-
comfort of the occupants,
be less evaporation from
the skin thap there would
be if no moisture had been
added to the air. Hence,
to do any cooling means
either £n artesian well or
refrigerating apparatus to
cool the water used in the
washer. If cool water can
be obtained from an artes-
ian well, in sufficient vol-
ume, it is by far the most
effective, economical, and
least troublesome.
It is unnecessary to cool
the air to 70 degrees in
Summer if the air is well
distributed, and there is a
good air motion. In fact,
the effect might be just
the opposite of what
would be expected, if the air is cooled
too much. When it is 90 degrees out-
side, and the relative humidity is about
70 per cent, being a condition frequently
encountered in the Summer time, to step
Fig. 3, Enclosed fan for
ventilating, heating and
air washer system.
Fig. 2, Tandem disc fan ventilating unit. Its rotation
can be reversed, permitting of air being forced
into or exhausted from the building.
into a building where the temperature is
only 70 degrees and the relative humidity
is from 40 to 50 per cent, would subject
one to a shock which few are robust
enough to withstand, without bad effects
to the human system.
If the temperature within
the theatre is 10 degrees
lower than on the street, the
effect is very refreshing, and
if there is little or no breeze
outside and an air motion of
50 to 150 feet per minute in-
side, the difference in tem-
perature appears to be even
greater than 10 degrees.
The air motion which it is
possible to attain in a the-
atre depends on the arrange-
ment, location of apparatus,
and space available, and par-
ticularly upon how perfect is
the distribution of the air.
All these things are contin-
gent upon the architectural
design of the entire building
It is cheaper and easier to
cool by air motion than by lowering the
temperature; hence, the fullest advantage
should be taken of air motion, up to the
point where the velocity becomes ob-
jectionable.
The only solution of the prob-
lem of ventilation is the installa-
tion of modern ventilating equip-
'"V^ ment. Those concerned with the
erection, maintenance, and finan-
cial success of motion picture
theatres should give this matter
the most careful thought. The
decision as to the method or
Htt equipment to be used must be
based upon a broad and cotnpre-
HHM hensive knowledge of not a few,
but of all the factors in the
pn iblem.
Problems Are Different
It is not possible to state i"
this article the best method, or
the most suitable equipment to
select. The ventilation of each
theatre presents a separate prob-
lem, that must be solved by
engineers who have specialized
in this profession. The architects
and engineers entrusted with the
design and construction of the-
atres are. as a usual thing, entirely
competent to select the method to
be used. The manufacturers of
ventilating machines have per-
fected them so that it is possible
Tune 3. 1922
EXHIBITORS HERALD
79
H. E. SPROULL
to obtain wifhin the theatre the desired
air condition.
The types of distributing systems for
motion picture theatres may be divided
generally into three classes:
The first is used in the small theatre,
usually one long room, in which one or
more propeller fans are placed in the
wall, producing a movement of air
through the entire length of the theatre.
This system does not provide for regu-
lating the temperature or for the cleans-
ing of the air, and is simply a means of
bringing outdoor air into the theatre.
!(See Figure 1.)
1 1 The second general class consists of
large disc fans, usually mounted in a pent
ihouse on the roof. The fans are con-
structed so that the direction of rotation
may be reversed, permitting of air being
(forced into or exhausted from the the-
atre, as desired. With this system thr
[air is introduced or exhausted at the
ceiling, and this makes the problem oi
air distribution difficult. The efficacy of
Ihc system lies in the large volume of
'iir handled, and consequently the pro-
duction of a relatively high velocity of
air movement throughout the theatre.
The system, however, does not permit of
ihe washing of dirt and other impurities
rom the air. (See Figure 2.)
Large Theatre Systems
i The third class is used generally in the
larger theatres, and fulfills all the re-
quirements of correct ventilation. The
system consists essentially of an enclosed
fan. heating coils, an air washing and
cleansing device, and ducts for convey-
ing the air to various parts of the thea-
tre. Disc fans, placed in pent houses on
the roof to exhaust the air. are generally
a part of this system. Usually the air
is introduced through registers in the
side walls and through mushroom venti-
lators placed under the seats, although
this is varied, depending upon the build-
ing design. This is the most efficient
system, as it permits of the proper dis-
tribution of the air throughout the thea-
tre, the temperature of the air may be
controlled, and the air is thoroughly
cleansed of soot, dirt and harmful bac-
teria. (See Figures 3, 4 and 5). By this
modern method of ventilaton the air is
not only delivered to the patrons thor-
oughly cleansed and pure, but also
cooled.
Many managers have found that ad-
vertising the fact that a theatre is cooled
by washed air, and that the temperature
in the theatre is lower than on the street,
is the best drawing card for the Summer
season.
The air washer serves another useful
purpose, in addition to its importance as
a part of the ventilating system. In cities
it is impossible to obtain clean air, even
from above the roof of the theatre, and,
consequently, the air introduced for
ventilation, unless washed, daily sprinkles
the expensive tapestries, decorations,
and upholstery with soot and dirt. Air
washing equipment removes this dirt,
and, as a result, the decorations, hang-
ings, and upholstery seldom need clean-
ing or replacement.
In ventilating a theatre, the projection
booth should not be overlooked. These
booths are hot, and the air becomes very
foul, owing to the small space and lack
of circulation. That the operator may
do his best work, a fan should be in-
stalled to exhaust the foul air and heat
from the booth.
Toilet rooms and smoking rooms
should be ventilated by exhaust systems,
changing the air in these rooms every
two or three minutes, to assure the proper
removal of odors.
The sure way to success for any the-
atre is to obtain the good-will of the
public, and the part that proper ventila-
tion olays in accomplishing this is large.
Developments in the motion picture
world clearly indicate that the public is
constantly demanding not only larger
and more elaborate theatres, but also
good ventilation in them. This means
providing air of the proper temperature,
humidity, and motion, free ■ from dust,
bacteria, and odors, and in quantities
sufficient for all these purposes.
Organists Society
In Unique Recital
Demonstrate Organ Music
With Pictures — Concert
Series Planed
Many a manager and any jazz organist
would have received a distinct shock had
he been present at the Wanamaker Audi-
torium where for more than two hours a
capacity audience listened attentively to
a program of photo-dramatic music very
little of which could be classed as popu-
lar, while much of it was legitimate or-
gan music in some cases quite austere.
At the close of the recital the applause
was prolonged and enthusiastic, and
many were the favorable comments and
interested questions. Without a doubt
the Society of Theatre Organists, under
whose auspices the recital was conducted
deserves the hearty appreciation of the
music-loving public. The Society dem-
onstrated conclusively that a man must
be a sterling musician, a capable tech-
nician, and must cherish high ideals to
be a real theatre organist.
Reisenfeld Gives Program
Dr. Hugo Reisenfeld. who has long
been interested in the work of the theatre
°7amSu, furnished a pictorial program
admirable from every angle.
The trio of organists representing the
Society of Theatre Organists deserve a
large amount of praise. It is not easy to
handle a strange organ at a recital This
is particularly true of an instrument of
the magnitude of the Wanamaker instru-
ment. All three organists met the test
with masterly competence. John Ham-
mond. S. T. O., the president of the So-
ciety, made a tew remarks concerning the
program, and explained the thematic out-
line ot the feature picture. Frank S
Adams S. T. O., played the accompani-
ment, displaying a musicianship which
won the unbounded approval of the au-
dience. Walter Wild, S. T. O., plaved
Fletcher s Festival Toccata" as an open-
ing solo and did it in such a way as to
leave no doubt in the minds of any of
his hearers that the gap between the con-
cert stage and the theatre is negligible
if existent. Mr. Wild's accompaniment
to a cartoon was a good sample of what
may be done in the line of comedv music
without the aid of jazz. George " Crook.
S. T. O., played a delightful lyric ac-
companiment to the "Raindrop Scenic;"
the coloring and bouyancy of his plavin'g
removed from the minds of manv anv last
vestige of doubt as to the ability of the
organ to forsake its churchy nature while
at the same time retaining its individu-
ality.
It is planned to give a Fall series of
these recitals.
ig. 4, Air washer for cleansing, purifying and Fig. 5, Adjustable mushroom
cooling. ventilator.
New Playhouse to Be
Built at Lorain, O.
August Ilg. owner and manager of the
Wonderland theatre. Lorain, Ohio, First
National franchise holder, is planning to
construct another house in that city. The
theatre will probably be named "The
First National" or "The National," ac-
cording to the Lorain Times-Herald.
Next year should mark improvements
in Lorain's theatre district. This sea-
son's contemplated work did not mate-
rialize because of high prices in the labor
and materia! market. However, there
are assurances that during the coming
year the promised new things will be-
come realities.
80
EXHIBITORS HERALD
June 3, 1922
Progress Views of Theatre in Construction
Here is shown intimately a modern theatre in course of construction, from
the time the site is cleared, through the various stages of construction,
until the building is completed.
These views show graphically the great task of building the playhouse
of today and from them can be gleaned an idea of the tremendous amount
of various products entering into its making.
The pictures are of the new Indiana theatre, Terre Haute, Ind., which is
typical of the hundreds of fine motion picture houses already launched
or contemplated for the near future.
JOHN EBERSON, Architect
June 3. 1922
EXHIBITORS HERALD
81
Boom in Theatre Construction
Inaugurated in 1922
Figures compiled for the first three months of this year show that more
than 838,000,000 in theatre projects were launched in that period. Con-
struction of theatres was started on a large scale even before the present
wave of general building activity in other fields was put into operation.
By H. E. HOLQUIST
Equipment Editor. EXHIBITORS HERALD
At a time such as the present, when
business throughout the country is pull-
ing itself out of the mire of a period of
industrial depression, it is interesting to
note the confidence that has been evi-
denced by theatre men in an early re-
turn to normal business. This confi-
dence has not centered in a mythical or
unfounded optimistic attitude but has
been expressed in the form pi millions
of dollars now involved in the construc-
tion of motion picture theatres in vir-
tually every state in the country.
The late months of 1921 saw the be-
ginning of an immense building program,
in the theatrical field. Nineteen-twenty-
two has ushered in an era of theatre
building that compares favorably with
any similar period in the history of the-
atre construction.
Full Figures Not Available
At the end of three months we find
:hat plans have been drawn and construc-
ion is either under way or pending for
heatre projects calling for an expendi-
ure of more than $38,000,000. Nor does
his represent the total amount involved
n the theatre construction program
This figure, representing a compilation
fom January 1 to March 1 represents
mly theatres in which the cost of the
iroject has been publicly announced.
Kdd to this the cost of several hundred
■rojects on which figures were not dis-
losed and an arbitrary sum of several
nillion dollars being expended in remod-
ling. alterations and general improve-
nents and you have a fairly accurate idea
f the scope of present theatre building
ctivities.
The division of the aforementioned
um in the various states is shown in the
ible presented herewith.
These figures bear out the statement
f Secretary of Commerce Herbert
loover. who, in a talk before the Na-
onal Construction Conference at Chi-
ago. recently, told the meeting that
uilding in all lines is proceeding on a
reater scale than is usual for this time
i the year, and that the present scopa
f the work now is greater than it has
:en for some years past.
Small Towns to Front
Probably one of the most striking
lings in connection with present ten-
ancies in theatre construction is the
>stliness and care with which play-
>uses in smaller communities are be-
? built. Where formerly a large room or
itiquated Opera House was the home
the cinema, picture theatres that
i_e a marvel of beauty and comfort
e taking their places. In other
wis, the motion picture is not
iding a new home of a mediocre type
it is going into a structure that repre-
nts a long jump from its former heme.
ie magnificent home of the screen
arna in the big cities with all its con-
niences and lavish embellishment is
ing duplicated in detail in smaller cities.
Practically the only difference is in the
size of the theatre as a whole.
These points are well illustrated in tfiQ
photographs of numerous new theatres
opened which have been published in this
department from time tD time in the
past.
Home-Like Atmosphere Sought
It is also apparent that there is a ten-
dency to make the modern motion pic-
Following
is a partial list of
theatres pro;
ected in
the va-
rious states
and the
cost of
their construction :
State
Theatres
Cost
Arkansas
1
$150,000
California
11
850,000
Colorado
2
130,000
Connecticut
4
550,000
Florida
1
100,000
Illinois
17
8,185,000
Indiana
5
355,000
Iowa
2
1,011,000
Kansas
4
85,000
Kentucky
2
220,000
Louisiana
1
130,000
Maryland
4
280,000
Massachusetts
3
500,000
Michigan
8
680,000
Minnesota
3
920,000
Missouri
4
1,340,000
Nebraska
2
1,070,000
New Jersey
5
1,275,000
New York
21
5,195,000
N. Carolina
2
55,000
Ohio
12
5,500,000
Oregon
1
800,000
Pennsylvania
8
4,810,000
S. Carolina
1
1,000,000
Texas
3
107,000
Virginia
2
250,000
Washington, D. C. 1
60,000
Washington
1
150,000
Wisconsin
4
235,000
W. Virginia
2
30,000
Total
1
137
$38,033,000
I
ture house a home-like affair so far is
possible. This is a logical result when
considered with the fact that motion pic-
tures are the natural amusement of mil-
lions of American families. The new
theatre of today is making a strong ap-
peal for patronage of the entire family,
from the youngest to the oldest. Play-
rooms for children, parking space for
automobiles, dignified, appealing decor-
ations and effects are some of the factors
that are bringing to realization this
worthy aim. A good example of how
close the motion picture theatre is
tying up with the families of its commun-
ity is illustrated by the nursery loge pro-
vided at the Vermont theatre. Los An-
geles, for mothers with infants in arms,
where, with all the pleasant surroundings
of home, disturbing no one and undis-
turbed herself, the mother may sit, as
though in her own home and watch the
show.
Nothing but the very best is going
into the construction of a motion picture
theatre of today. The very best equip-
ment is being used. Every provision for
the comfort of patrons is being taken
into consideration. In ma;:y cities it
will be found that the motion picture,
theatre is the most elaborate and costli-
est building in the town.
Theatreman a Builder
Going over the plans of recent large
projects we find that the theatreman is
not only building palatial playhouses but
large office buildings and stores in con-
nection therewith. While he will always
remain essentially a showman, however,
and his theatre will always be his first
consideration, his enterprise, neverthe-
less, in erecting these adjuncts to the the-
atre are increasing the scope of his build-
ing activities. He is taking a place as a
leader in the building field.
The theatre building program for 1922
is under way on a large scale. Thai it
is increasing in scope is evident from a
perusal of the new projects published in
the Herald each week. A mighty wave
of theatre building is sweeping the coun-
try. The new playhouses are a mute
tribute to the future of the industry and
the progressiveness of the exhibitor in
the field who is investing his money in
these enterprises.
New 1500 Seat House
To Be Constructed at
Bloomington, Indiana
Bloomington, Indiana, wherein is lo-
cated Indiana University, is soon to have
a modern motion picture theatre. Harry
P. Vonderschmitt, who owns the Lib-
erty theatre in Washington, Indiana, has
purchased from Frank Gentry, formerly
ot the Gentry Circus, a sixty-six foot
frontage on Kirkwood Ave., at a cost of
$20,000 and will erect a theatre with a
seating capacity of about 1.500. Plans
are being prepared by a Louisville con-
cern. Management of the new theatre
is to be vested in Harry M. Palmer, who
is at present managing the Liberty at
Washington.
Will Build New S150.000
House at Mishawaka, Ind.
A Chicago corporation has completed
plants for the erection of a new $150,-
000 motion picture and vaudeville the-
atre at Mishawaka, Ind. It will be the
only structure of its kind on the north
side and will seat 1,600.
82
EXHIBITORS HERALD
June 3, 1922
Three Big Showmen Tell How to
Boost Summer Attendance
PETER J. SCHAEFER—S. L. ROTHAFEL
SID GRAUMAN
SUMMER SLUMP
ON WANE
By PETER J. SCHAEFER
(Jones, Linick & Schaefer, Chicago)
There is no doubt but that the problem
of keeping up theatre attendance in sum-
mer is a difficult one. In spite of every-
thing that can be done there are certain
factors which cannot very well be over-
come. Principally among these is the
natural inclination of the people to remain
out-of-doors. Then in the larger cities,
there is the usual migration of summer
vacationists that detract from box office
admissions.
But — despite this theatre patronage in
summer can be and is being kept up.
More people attend motion picture shows
PETER J. SCHAEFER
in Slimmer now than did three or four
years ago. Of course there is still a gap
between attendance in cooler weather as
compared to that during the summer
months hut our experience is that this
gap has been reduced considerably.
Modern Equipment a Factor
One of the features to which this can
be attributed is the installation of equip-
ment that makes for the comfort of the
patron in the playhouse during hot
weather. The public now realizes that
it can go into a modern motion picture
bouse and enjoy the show in perfect com-
fort. At the Rialto, for instance, on the
warmed dayi, it is so cool inside that it
is almost chilly. We maintain an exten-
sive cooling system and by means of a
recording system the temperature is kept
at the same comfortable degree the year
around.
The large theatres in the big cities are,
of course, virtually all equipped with
modern cooling and ventilating systems
of some form or another. But how about
the smaller theatre? Does it pay for a
small exhibitor to spend money to keep
up his attendance during summer. I be-
lieve emphatically that it does. Anything
spent to increase the comfort of your
patrons is money well spent, especially
if you intend to stay in the business in
your locality.
Can Solve Own Problem
Not that I believe the small exhibitor
whose circumstances do not warrant
should go beyond practicability in in-
stalling high-priced equipment. I do,
believe, however, that he should do every-
thing possible to make his patrons
comfortable. There are contrivances
for the small theatre that can be
nominally installed to good advan-
tage. Were I conducting a small
theatre and felt that I could not
afford to make my theatre comfortable
by buying the necessary equipment 1
would work out my particular prpblem
in my own way. In fact this is what I
did years ago with my first theatre.
To get proper ventilation and to keep
it cool in summer I built a dome almost
the entire width of the house. It worked
fine and that little theatre was as cool and
comfortable as any in the city at that
time.
Skylight Is of Aid
F.ven a sky-light will answer the pur-
pose to a great extent. It will make the
theatre cool and prove a great aid to
ventilation. Personally, I consider proper
ventilation the most important thing in a
theatre.
Then there is the matter of the pro-
gram. This can be made conductive to
attendance in summer. In hot weather
the public wants to be amused. Heavy
stuff is hard to masticate. Give them
comedies and other light material.
Advertises Coolness
If your theatre is cool in summer ad-
vertise the fact. We make it a point to
play up the coolness of our theatres in
all our newspaper ads. An idea we have
found effective is a card from which
icicles are hanging down, that announces
the temperature of the theatre on the
inside. This summer I expect to place
two thermometers on the outside of the
theatre. One will be connected with the
interior of the house and register the
temperature inside. The other one wili
show the temperature in the street.
It is difficult, and probably impossible
to prescribe a sure antidote for summer
decrease in attendance. But our experi-
ence has been that anything done to
make the theatre more comfortable, to-
gether with the proper advertising of
these things, do draw people inside that
otherwise would not come.
LIGHT SUBJECTS
EFFECTIVE
By S. L. ROTHAFEL
(Capitol Theatre, New York City)
Keeping up theatre attendance in sum-
mer is a subject on which an understand-
ing of audience psychology and the im-
portance of impressions, colors and ef-
fects, has an important bearing. Details
in themselves may seem unimportant,
but in their entirety they become either
favorable or detrimental factors in the
conduct and direction of a theatre, and
S. L. ROTHAFEL
the careful and successful exhibitor will
realize that no detail, however small or
seemingly unimportant, should be ne-
glected in the study of his house and tin
psychology of his audiences.
The summer months present a prob-
lem to any theatre, no matter how suc-
cessful its usual business is, and at this
time, more so than any other, the the-
atre should be studied from every angle-
from the conduct to the performance—
in order to meet every condition and cir-
cumstance that the particular season pre-
sents.
Physical Phases First
First we will take up the physical as-
pects of the house itself — the various
items which we are obliged to consider
in making the Capitol theatre a cool,
attractive, interesting place to visit in
the Summer. New York has been called
the "greatest Summer resort." Be that
as it may, it is the mecca of thousands
of out of town vacationists who come to
the "big city" during the Summer
months, and it is our business to attract
(Continued on page 84)
June 3. 1922
EXHIBITORS HERALD
83
^fie most valuable piano in ifie world
PICTURE to yourself a piano
embodying all the fine musical
qualities distinctive of a truly great
instrument, and you will appreci-
ate the ideal that has inspired three
generations of skilled piano- mak-
ers to create the superb Steger —
a piano of beautiful tone and guar-
anteed reliability.
Steger Pianos have been used with
notable satisfaction for many years
inthemusicroomsof America's fore-
most colleges and conservatories.
The same artistic, musical qual-
ities which win preference for the
Steger in schools make it the piano
ideal for theater or home.
STEGER & SONS Piano Manufacturing Company
Founded by John V. Steger, 1879
Steger Building, Chicago. Factories, Steger, Illinois
If it's a Steger — it's the finest reproducing phonograph in the uorld.
84
EXHIBITORS HERALD
June 3, 1922
Whenever
a
better
screen
is
built
Minusa
will
build
it.
Send for samples
and literature.
Minusa Cine Screen Co.
St. Louis, Mo.
'Vorld's Largest Producers^
J^otion Picture Screens.
LIGHT SUBJECTS
EFFECTIVE
(Concluded from page 8^)
THE CAPITOL
BROADWAY, NEW YORK
Is One Of Hundreds Of Repre-
sentative Theatres Now Using
RAVEN
HAFTONE
SCREEN
MAKES YOUR WORST
SEAT A GOOD SEAT
Can Be Easily Washed.
Stands Rough Handling.
Raven Screen Corporation
One Sixty-Five Broadway
NEW YORK
these visitors as well as the usual quota
of our steady clientele.
Perhaps the first thing a patron will
notice on entering the theatre is the bear-
ing, apoearance and manner of the at-
tendant who greets him. For this reas-
son, we have' our attendants, doormen
and ushers, dressed in a smart, light
colored uniform, blue coat and white
trousers preferably, and white shoes, a
combination which is both serviceable
and attractive.
Remove Obtrusive Effects
Next we must consider the impression
one receives on entering the theatre. It
goes without saying that the house
should be cool — it is worth while to in-
stall the best cooling system obtainable
so that one can advertise with truth —
"cooler than the street." The seats
should be linen covered. Wherever pos-
sible, the heavy hangings and draperies
should be covered with scrim or muslin,
so far as is consistent with the architec-
tural and decorative scheme of the the-
atre. For the Summer, we usually alter
our stage settings. The heavy curtains
are removed or covered with scrims, and
sometimes the curtains are rearranged to
make them appear as light and unob-
trusive as possible.
Then there is the question of color ef-
fects. Even a casual student of colors
will recognize the value and effects of
certain colors — the restful, recuperative
effect of greens and blues, the exciting,
stimulating effects of reds and purples.
Short Subjects Please.
Now comes the question of pictures.
"Sensational," "gigantic," "mammoth"
productions, those which inspire the most
glorious testimonials of the hard-work-
ing press agents, are not, generally speak-
ing, the type of picture for the Summer
business. Light, breezy pictures, a touch
of humor, or a true note of human in-
terest are the sort of thing that an audi-
ence will find it easy to sit through in
the oppressive weather.
A type of program that will find favor
in this season of the year is the short
subject orogram. Last summer, we pre-
sented a Program of Divertissements,
made up entirely of two and three-reel
films, interlarded with incidental musical
numbers. The audiences at the Capitol
that week demonstrated that the experi-
ment was an unqualified success, al-
though I will not say that it was superior
to the conventional type of program. In
fact, one will find that the program of
short subjects is just as expensive as the
feature program, but it has certain ad-
vantages, which if properly handled, can
be made to give more all-around satis-
faction, and with a judicious selection of
pictures and ingenious interpolation of
incidental numbers, more interest, nov-
elty and genuine entertainment than is
often found in two of the average routine
programs. Its advantages lie in its flexi-
bility and quickness of movement, which,
after all, is the secret of the successful
moving picture program, and is so im-
portant an element of the successful
Summer programs. There must be
snap, dash, thrill and novelty, and the
attention of the audience carried from
one unit to the next without lagging.
Music Important Feature
Finally, there is the music, which at
the Capitol theatre has become one of
the most important features of our en-
tertainment. There is the question of the
type of music; the arrangement of the
numbers, and the proper proportion of
music in the program. Here as with the
pictures, the keynote should be a light
and brilliant entertainment. In the Sum-
mer, there is little musical competition —
I refer to the absence of opera and regu-
lar symphonic concerts — and the music
lover will come to your theatre if the
music is of good quality — not too heavy
or "highbrow," but light and pleasing.
The light operettas, popular overtures,
and simple ballets are always pleasing
items of musical fare for the hot and
tired theatregoer who knows he will find
pleasure, recreation and entertainment
in the motion picture theatre.
ADAPT THEATRE
TO WEATHER
By SID GRAUMAN
(Grauman's Theatres, Los Angeles)
I have no patience with the exhibitor
that closes up his theatre in the Summer
months and complains that he can't com-
pete with nature.
Of course he can't compete with
nature; but he can work with that oblig-
SID GRAUMAN
ing and agreeable Dame if he but takes
the pains to study her moods and co-
operate with her tendencies.
I have seen picture plays showing the
arid desert whtn the temperature was
102 degrees in the shade. I have gone into
stuffy theatres where the stifling atmos-
phere would drive a salamander back to
his flames for a cooling change. I have
watched the heroine and the hero in
their romantic difficulties set in the Gobt
desert of Asia when the thermometers
outside were bursting with solar pres-
sure.
The business of the exhibitor is to co-
ordinate his show with the weather and
to work with and not against nature.
Pictures Ideal Theatre
I have visions of a theatre foyer set
with green palms, dark so far as sun-
June 3, 1922
EXHIBITORS HERALD
85
light is concerned and light with incan-
descent glow, green shaded. Under each
seat a unit of the "mushroom" system of
ventilation is installed; outside, if one
knows where to stand, you can hear the
flow of the water that is cooling every
breath of air that is fanned into the
building. Red and orange colors are em-
ployed either as house or stage lights
and the house personnel, and orchestra
garbed in cool-looking costumery, is
well trained, graceful and gracious. Pa-
trons are seated in leisurely but prompt
manner, and nowhere is there any evi-
dence of stress or over-exertion. The
visitor feels as though he or she is in the
home of a friend and is under no obliga-
tion to exert him or herself.
The presentation on the screen ought
to be selected with a view to the heat
that is radiating outside; at least there
can be a wide latitude or choice in this
regard, when it comes to selecting
scenics and other films supporting the
feature.
The music, slow and clearly orches-
trated or bright and cheerful on the
organ will help materially in establishing
the feeling of comfort and rest — Men-
delssohn's Scherzo from "Midsummer
Night's Dream" or Olson's "Serenade,"
suggestive of sparkling northern nights,
illustrates what I mean in this direction.
With these physical and aesthetic ef-
fects abroad in your theatre, you need
not fear the arrival of summer, but wel-
come it, for you will show that you
) know how to co-operate with Nature.
Equipment Dominates Film
The exhibitor's business is to attract
I his patrons first by the quality of his
show, then by the perfection of the serv-
ice accorded and then by the excellence
of his house equipment. In summer, this
latter item comes first and comfort is
the first element of importance in th,e
exhibitor's effort to lure the public from
the heated streets to the coolness of
bis comfortable showhouse.
Personally, in the months of midsum-
mer heat I'd rather have an indifferent
feature and a cool house than the best
i picture that was ever made and a badly
ventilated theatre.
Many exhibitors bemoan the fact, in
summer, that theirs is not a theatre au-
ditorium entirely surrounded by offices.
There is, indeed an apparent advantage
favoring theatres that are tucked away in
the interior of a building the outer walls
of which enclose a "layer" or two of
offices. Such is the case with the Grau-
man Metropolitan in this city which will
be when completed, the largest theatre
in the west. Such, too, is the Grauman
Million Dollar Theatre; but the Grau-
man Rialto only a few blocks away from
the Million Dollar Theatre has no pro-
tecting "belt" of offices surrounding it.
Yet I have never heard a complaint con-
:erning the Rialto. Though the sun of a
southern California midsummer beats
ipon it, the interior is kept cool.
Does Not Dread Heat
I pump cool air into the building and,
tn the principle that the warm air seeks
he ceiling I permit it to escape thrust
•pwards by an ever fortified volume of
•vater cooled air pumped up from plenal
"-hambers beneath the flooring. By simi-
arly treating the Grauman Hollywood
heatre, now in course of construction, I
lave no fear that Summer will discour-
se attendance, for every known device
lesigned to reduce temperature will be
nstalled. For the rest, it depends what
:ind of a show is presented.
The public is just as avid of entertain-
ment in the summer as in the winter. It
/ill go where entertainment and comfort
wait.
There is just one big
reason why Colum-
bia Projector Car-
bons are used every-
where:
— they make
better pictures
Incidentally they score
high in economy
Write for Information
National Carbon Company, inc.
Cleveland, Ohio San Francisco, Cal.
HYGRADE
LENSES
Make better pictures excellent!
"The play's the thing" — and the exhibitor in the desert
town can screen his plays as clearly — smoothly and
accurately as the colossal palaces in the cities. The low
cost of Hygrade lenses — their flat field — greater illumina-
tion and critical definition make them the best possible
buy in lenses.
Samples gladly sent on request
Geo. S. Johnston Company
Manufacturers of HYGRADE Optical Products
4101 Ravens wood Ave. Chicago
KXHIBITORS HERALD
June 3, 1922
Interior Workings of a Theatre Organ
Robert-Morton Organ at the Liberty Theatre, San Jose, California
I. Section of main relay; 2. Pedal Bourdons; 3. Bel- 1. Clarinet Pipes; 2. Concert Flute; 3. Bass Flute; 4.
lows; 4. Ophecleide pipes; 5. Clarinet pipes; 6. Build- Contra Viola; S. Violin; 6. Marimba Harp Action; 7.
ing frame and chest supports. Main Tremolo; 8. Regulator Bellows; 9. Violin Pipes;
1C. Orchestra Bells; 11. Chimes; 1Z. Tuning Board.
1. Main switch; 2. Chimes; 3. Bellows; 4. Xylophone; 5.
Orchestra Bells; 6. Trumpets; 7. Tibia Clausa 8. Cor
Anglais; 9. Kinura; 10. Building frame.
1. Contra Viola; 2. Cathedral Chimes; 3. Cor Anglais;
4. Melodias; 5. Percussion Harps; 6. Glockenspiel; 7.
Tibia Clausa; 8. Pedal Keys; 9. Viola Pipes.
I. Cphcclcida Pipes; 2. Xylophone; 3. Orchestra Bells; 4.
Vox Humana; 5. Cor Anglais; 6. Tibia Clausa; 7. Dia-
pasons; 8. Kinura; 9. Orchestral Oboe; 10. Contra Violi;
II. Violins; 12. Console; 13. Chimes; 14. Bellows Regu-
lator; IS. Tibia Clausa; 16. Pedal Keys.
1. Doppcl Flute; 2. Oboe Horn; 3. Quintadcna; 4. Violin;
5. Violin Celeste; 6. Vox Humana; 7. Vox Tremolo; It.
Main Solo Chest; 9. Bellows; 10. Piano Playable Console
Keys.
June 3, ;922
EXHIBITORS HERALD 87
The Present Day Theatre Organ
and Its Mission
W~lOR theatre music the organ of today lias achieved unparalleled success. It lias been adapted to
Mi the most exacting requirements of motion picture houses of all sices. Presented herewith are con-
structive articles by executives of prominent organ firms — The American Photo Player Company,
The Marr & Colton Company, Bartola Musical Instrument Company and Skinner Organ Company,
which point out in a comprehensive manner the mission and application of the theatre organ as U'cll as
its many progressive features.
AN INTIMATE STUDY OF THE
ROBERT-MORTON ORGAN
Bv LEO F. SCHOENSTEIN
Technical Dmuion, AMERICAN PHOTO PLAYER CO.
The typical Robert-Morton organ con-
tains a proper representation of almost
all the voices in a modern orchestra in
addition to the fundamental organ tones
which have caused the organ to be
known as the king of instruments. The
entire organ is usually installed in sound-
proof expression chambers which are
specially constructed of concrete, the in-
terior walls of which are covered with a
hard-finished plaster presenting a sur-
face as smooth as glass. These cham-
bers may be located on either side of the
proscenium arch of the theatre and are
provided with openings which contain a
series of shutters that are controlled by
the organist at the console, allowing any
degree of tone from the merest whisper
to the fullest capacity of the instrument
to be brought out.
Diapason a Feature
The most outstanding feature of the
organ tone proper is, of course, the dig-
nified diapason, which is the back-bone
of every organ. In addition to this the
full-throated, cathedral toned vox hu-
mana will recall memories of true eccle-
siastical organ effects. Some of the
other families represented in the Robert-
Morton organ are the flutes and strings,
the oboe, saxophone, clarinet and bas-
soon. All are available for the organist to
use in weaving tone fabrics. The brass-
section contains cornet, trumpet, tuba and
ophicleide, which produces a fitting cli-
max, which heretofore belonged only to
the symphony orchestra. The instrument
also contains many orchestral adjuncts
such as the marimba harp, orchestral
bells, xylophone, chimes and trap equip-
ment such as drums and novelty effects.
The console or key desk, which is usu-
ally located in the orchestra pit, is
The organ having become such an im-
portant factor in the presentation of the
motion picture it may be of interest to
review the wonderful advancement that
has been made through the earnest en-
deavor and constant thought given to it
equipped with the latest devices in the
form of adjustable combination action,
which controls almost countless stop
keys and effects, making the master or-
ganist's task as light as possible. The
mechanism which operates this entire in-
strument is the well-known Robert-Mor-
ton electro-pneumatic system with its
rapidity and sensitiveness, so necessary
in modern organs. The stop keys which
control the organ are located in a semi-
circular manner in the console and the
stop keys which control the different
families of reproductive instruments have
their distinctive colors; red being used
for the reeds, amber for the strings,
black for the percussions, and white for
such stops as are purely organ tone.
Material in Construction
Tt may also be interesting to note the
following facts which give an idea of the
immense amount of labor and material
used in the construction of the modern
orchestral organ. There are nine varie-
ties of lumber composed of white pint,
cedar, sugar pine, maple, poplar, quarter-
sawed oak, mahogany and ebony, all of
which justify their selection in the vari-
ous families of instruments which they
imitate in symphonic effects. The in-
strument also contains lead and tin in
three different alloys, exclusive of zinc,
copper, iron, steel, brass, nickel and
bronze and there are eight different cop-
per wire gauges or thicknesses.
It may therefore be appreciated from
an engineering standpoint that the Rob-
ert-Morton requires the highest form of
technical skill in its manufacture and is
a product of artistic imagination in its
wonderful tonal reproduction of the va-
riety of instruments which it reproduces.
by the progressive organ builders of the
United States. While the sketch of its
progress should be vitally interesting to
the organist it should also prove of
practical value to the exhibitor so that he
may gain a knowledge of its adaptation
for the presentation of the silent drama.
It, of course, is acknowledged that be-
yond doubt the combination of an organ
and orchestra is the ideal music for the
picture house but today the situation
is such that there are but few theatres
outside of the large cities that can af-
ford both organ and orchestra and it is
to the owner of such theatres that these
remarks are particularly addressed.
Has Been Greatly Developed
The present development of the or-
chestral side of the organ show's us that
the instrument has been perfected which
does not limit it alone to organ music as
we have known it in the past but the
instrument of today is ideal for all good
music though the fundamental organ
tone has not been neglected in develop-
ing the instrument. We find that the
leading builders have not only con-
served the grandeur of the organ tone
but amplified it to an extent which
makes the instrument really remarkable
for the interpretation of orchestra!
scores.
One important development is the
principle of unit construction originally
devised by the late Robert Hope-Jones in
England and today used and added to by
a number of builders which when ap-
plied scientifically to the stops of an
organ results in securing from each pipe
the maximum of utility and insures uni-
form tonal quality in each of the stops.
Care, however, must be taken not to
over do the unit principle and neglect
the other tonal families anc" today we
find that the best builders obtain the
finest results from organs which carry
the fundamental stops of the organ
throughout the entire compass and apply
the unit principle to only such stops
which are best adapted for it.
The purely unit organ containing but
one stop of each family of tone, while
adequate from a standpoint of tonal
beauty, sadly lacks the variety of the
churchly dignity which is absolutely nec-
essary for the proper interpretation of
standard organ literature and the pros-
pective purchaser would do well to see
that the unit principle is not over done
in the instrument which he contemplates
purchasing and should he careful to se-
cure not only the orchestral richness
but the grandeur and dignity of founda-
tion of tone which makes the organ
today doubly the "king of instruments."
Location Important Factor
With the advent of electric action it
has made possible the placing of the in-
strument in any location of the theatre
and it is to be regretted that more at-
tention is not given to the important item
of the location of the organ in the
theatre. We find the situation as it
exists today that the architect does not
always consider that it is important to
have the organ given the proper space in
DEVELOPMENT OF THE ORGAN
FOR MOTION PICTURES
By DAVID MARR
of MARR & COLTON COMPANY
88
EXHIBITORS HERALD
June 3, 1922
the theatre though if the exhibitor would
only remember that in his business he is
selling pictures and music he would be
more careful in insisting that every atten-
tion be given to the location of the,
instrument and the organ builder given
every possible advantage in this respect.
It would be possible to take any leading
organ builder and find that quite a large
number of theatre instruments have been
placed in locations that were detrimental
to the instrument and had to be located
in the only space available. The electric
action as applied by the progressive
organ builder has a touch of wonderful
lightness and is unlimited as to repetition
and speed, making it possible to locate
the instrument to the best advantage.
Organist's Task Lightened
The modern console represents re-
markable development of mechanical ef-
fects and the ingenuity of the organ
builder has made the task of the organ-
ist a very light one compared to the
cumbersome mechanical arrangements he
had at his command a few years ago.
The console of today has practically
every device which relates to the control
of the registers of an organ since all
that is required to cause a stop to speak
is the making of a light electric contact
and the organ builder has tried to re-
lieve the organist from the necessity of
moving his hands from the keyboard
to the right or left and his eyes from
the music. The stop keys are generally
placed in a row on the edge of the music
desk over-hanging the manuals and it is
contended when stop keys are properly
formed and are located in a line just
on the lower edge of the music desk the
organist (without removing his eyes
The theatre manager who says his au-
diences demand a minimum of tone, and
a maximum of traps, says at the same
time that his public is, in point of musi-
cal development, closely related to the
aborigines, that their taste is crude and
undeveloped, and they have no desire or
liking for a sentimental tone or poetic
musical effect.
I recently saw the Chaplin picture
"Pay Day." The musical setting was
performed by a small orchestra with a
clever director. The very humorous
episode was emphasized by funny pas-
sages on the bassoon, clarinet, flute or
charming combinations of instruments
in quiet but very effective cuts from or-
chestral works, suitable to the purpose.
The music was a true accompaniment to
the picture, and was delightful in every
way, and it was obvious that the audi-
ence thought so.
Result Was Displeasing
Later, I saw the same picture accom-
panied by an organ of the so-called unit
type. It was made up of about 75 per
cent drums, xylophones, Chinese blocks
and very powerful reeds of indifferent
quality, and a wood stop, out of which
were borrowed a dozen or so other stops
of higher pitch and completely out of bal-
ance, because they were borrowed, and
could not be changed, because the origi-
nal stop was supposed to be right.
The organist had the idea common to
many that because it was a comedy, an
from the music) is always conscious of
what stops and couplers are in use.
Are Systematically Grouped
In order to assist the performer in
this matter stops and couplers are sys-
tematically grouped in color. Each stop
key is constructed with a view to en-
able the organist to see a,t a glance
whether it be in a position of speech or
silence and are arranged to be operated
from the manuals without the necessity
of raising the hands and each manual
has a combination of keys or pistons
within easy access of the hand in its
playing position. By their use the or-
ganist may change his whole instrumen-
tation instantly or may arrange any de-
sired combination of stops.
Another feature which has found re-
markable success in the theatre instru-
ment is the second touch. This might
be termed the invisible keyboard and
with this device the organist is enabled
to bring out two distinct instrumenta-
tions while playing on one manual.
Operates Long Hours
Careful attention should be given to
the question of reliability as we find that
the modern theatre organ when used
for the sole entertainment in the motion
picture theatre is called upon to operate
twelve hours a day seven days a week.
The exhibitor must remember that he is
buying an article that is of considerable
value and an article which should do
service for a great number of years.
Therefore, "the greatest value for the
least money" does not apply in pur-
chasing an instrument as numerous ex-
hibitors have found to their loss.
uproar was the logical setting, and so the
usual din of xylophones, drums, and
hoots was set up, a la jazz. It was not
an accompaniment to the picture. There
was no wit nor subtlety in it. It was so
boisterous that as far as I was con-
cerned the picture was put out of busi-
ness, completely lost in the discomfort
sustained by my ears. If the music in
the "movie" is not a help, contribution
and servant of the picture, it fails en-
tirely of its purpose.
There are two kinds of organs made
for theatres, both of which are intended
as substitutes for the orchestra in the
theatre. Don't get this mixed. We are
talking about the theatre.
Tone Players Predominate
Now will you, Mr. Manager, go into
the nearest large or small first class
theatre, or opera house, and take a good
look at the orchestra. If said orchestra
has twenty men, you will find nineteen
of them playing stringed or wood, wind
or brass instruments, that make tone,
and one man playing traps, and he is
playing rests one half the time. If it
happens to be a large orchestra, like the
Philharmonic of New York City, or the
Metropolitan Opera House orchestra,
you will find one hundred men approxi-
mately of which ninety-eight arc making
tone and perhaps two are running the
traps.
Now when certain organ builders look
;it the orchestra, they arc immediately af-
flicted with a serious eye difficulty, I
don't know what to call it; metamor-
phopsia will do. He sees what isn't
there. Nineteen men playing traps and
one making tone. He, therefore, in his
purpose to make an organ in the orches-
tral manner, puts in a minimum of tone
and a maximum of traps, and his jazz
organist joins his cry that the public
demands it. My neighbors are all kick-
ing at the noisy crude tone of the organ
in my near vicinity, and the organist
could not be persuaded that he is not
"putting it over." He is clever with
the lower octaves of the Vox humana,
but the reeds and traps in this organ are
unspeakable.
Attention Must Be Focussed
The most prominent characteristics of
the unit type of organ are not orchestral,
or of the orchestra large or small. They
are more properly vaudeville specialties,
and have little or no place in the organ,
unless used in a witty way, never as
noise. A loud noise ruins the picture,
under any circumstances, whatever, and
several theatre men and real "movie" or-
ganists agree with me, and by and by
when the art becomes a little older, they
will all agree with me, because my opin-
ion is founded on putting the picture
first, and making the music, whatever it
is, absolute servant to the picture, and to
the end that the attention of the audi-
ence be not divided between the pic-
ture and the music, they must be brought
together and kept together. If the ear
is overwhelmed by a hopelessly obvious
noise, the eye plays second fiddle, and
the picture suffers. Have traps if you
must, but have the organ complete first.
Delicate sentiment, pathos, anger, fear,
may all be given a dramatic intensity by
the orchestral tones of a modern organ,
if it is well designed for "movie" work,
or to put it otherwise, along operatic
lines. The "movie" and the opera tell
similar stories.
Cites Cameo Organ
The organ in the Cameo theatre, New
York City, is a perfect example of what
tone will do for a picture, and here
again comes in another element. The
chief organist at the Cameo is an artist
of the first water; both with the orches-
tra and with organ alone his musician-
ship is never at fault. But he is not a
jazz organist. He has been through the
mill and is a real musician. When the
orchestra quits, and the organ begins,
you will have to listen carefully to be
aware of it. The same elements that
make up the orchestra are present in
the organ in the same proportion. There
are sixteen stops in the organ and a
piano connection, and the team work be-
tween the orchestra and the organ is
impeccable. The organ is very orches-
tral in character. It is not of the unit
type. It is designed on traditional lines
as regards its fundamental make up. Its
tonal composition is, however, more or-
chestral in character. We are making
the orchestral tradition for the organ,
the past had little.
The more often the characteristics of
a fine human voice appear in the vari-
ous tone colors of an organ, the more
certain its appeal to the public.
When you think of the moving pic-
ture organ, think strings, French horn,
bassoon, clarinet, English horn, orches-
tral flutes and trumpets, muted violes;
not xylophone castanet, Chinese block,
torn torn, none of which are found in an
orchestra except as they are rarely called
for in a particular composition.
MUSIC SHOULD BE SERVANT
OF THE PICTURE
By ERNEST M. SKINNER
Vice-President, SKINNER ORGAN COMPANY
June 3, 1922
EXHIBITORS HERALD
89
INDIVIDUAL DIMMER PLATES
FOR SMALL THEATRES
For the small theatre, where a complete
Dimmer bank is not desired, small sin-
gle Dimmers as shown above are used.
The plate shown has capacity for control-
ling lights aggregating 2640 watts — the
equivalent of 66, 40-watt lamp.
Where the Value of Enchanting
Lighting Effects Is Recognized
Where the greatest experience in successful theatre op-
eration is corralled, — where the leaders in architectural
art are retained — there you will find great care and pride
exercised in the planning of the lighting effects.
The magic of shifting color-harmonies responding, as it
were, to the motion of the orchestra leader's baton, is of
utmost importance in attracting and keeping patronage.
With C-H Dimmers these lighting effects may be ex-
tended beyond the footlights — and the hundreds of bulbs
which nestle behind cornices and columns, shine within
inverted chandeliers, or glow softly through translucent
panels, — are controlled at will.
C-H Simplicity Dimmers have been specified by leading
architects for a quarter of a century and are in use in
large and small theatres the land over.
In remodeling your theatre and in the building of a
new one, C-H engineers will be glad to work with you
from the inception of your plans.
Booklet D mailed on request
THE CUTLER HAMMER MFG. CO.
Works: Milwaukee and New York
Offices and Agents in Principal Cities
The Northern Electric Co., Ltd., Canada
Theatre Dimmers
90
EXHIBITORS HERALD
June 3, 1922
Organ Music as a Year Around
Builder of Business
By DAN E. BARTON
Of BARTOLA MUSICAL INSTRUMENT COMPANY
All-season business is a subject of greatest concern, particularly at the
beginning of the Summer. Every year the most progressive of exhibitors
in growing numbers are preparing to fight for warm weather business in-
stead of closing as some of the less-visioned ones do.
It is not so really difficult, and certainly not impossible, to do a year
round business. To bring people to your theatre it is necessary to analyze
the reasons for their coming, and increase your pulling power. Comfort
and good pictures are obvious necessities, but good music greatly adds to
both. Good music all during the Summer has been proven one of the best
hot-weather house-fillers on record.
In the smaller house the greater ex-
pense of good music, on thinly populated
houses has been a drawback to a real
attempt to produce good summer busi-
ness. The answer is, of course, the or-
chestral organ — not the church organ
with drums, but a real theatre organ,
designed and built for theatre work ex-
clusively.
How To Choose Organ
The first consideration in the selection
of the right organ for your house, is
whether the organ is to be used in con-
junction with an orchestra or for a solo
musical rendition. This is a vital fac-
tor as these two types of orgvm are en-
tirely different. An organ that is to
be used with an orchestra has to be sup-
plied with solid foundation tones so that
it can properly give body and volume to
the orchestra when used in overtures.
An organ that is to be used without
an orchestra must be voiced and the in-
strumentation arranged so the instru-
ment will be capable of actually repro-
ducing, in satisfactory range and volume,
general orchestral music. Runs and
brilliancy to offset the sombre tones
require an action of great speed and
flexibility so the music can be properly
applied to the comedies to help the
laughter of the pictures
It is in this orchestral requirement
that a theatre organ greatly differs from
a church organ. It is also the reason
why so many present adapted organ in-
stallations are inadequate in interpreting
the emotions of the screen. For in-
stance, the theatre organ must include
percussion instruments and a variety of
truly voiced orchestral stops. The string
family must be given careful considera-
tion for the violin tone is always import-
ant in such an instrument. It is now
an established fact that an organist on
the proper organ can play a comedy
better than an orchestra. Many a laugh
can be added to a comedy that can be
put in in no other way and the emotion
of a feature brought out with unusual
emphasis.
Theatre Size a Factor
After a decision has been arrived at as
to whether the organ has to be used with
or without an orchestra, the location of
the instrument, the size of the theatre
and the acoustics of the theatre must be
given consideration. In the building of
large theatres where organ lofts ire
used, the organ requirements should in
every instance be given early considera-
tion.
The importance of a correct loca-
tion and design of organ lofts is sadly
overlooked by the majority of archi-
tects. In the belief that it would in-
terfere with the architectural beauty
of the theatre, the organ lofts in many
instances have been located in the
wrong place and the sound openings,
which are of the greatest importance,
arranged so they are too small or out
of line of the general direction the
sound should travel.
The organ lofts can be misplaced to
such an extent that a proper sized organ
will be too loud in the balcony and too
soft on the main floor.
This same instrument with a proper
loft might be 100 per cent satisfactory.
Architects who have planned many of
the newer theatres have realized the
need of proper organ installation, and
much progress has been made in the
last few years. To the man who is
building a new theatre this bit of infor-
mation will be interesting.
Constructing of a Loft
The construction of the loft itself is
important. It must not be simply a
room. It should be arranged with a
slightly sloping ceiling and care must
be taken that no sound pockets occur.
The walls should be properly finished
to produce a sounding board and to
eliminate any small pieces of plaster and
dirt that might fall into the organ pipes
and mechanism.
Temperature of the organ is a vital
element. It must be understood that
organ pipes of every make are sen-
sitive to climatic conditions. Cold,
heat and dampness will affect the tune
as well as the mechanism and a badly
arranged organ loft which allows the
organ to continually change tempera-
ture will keep the finest organ in the
world from being absolutely satisfac-
tory.
In new theatre construction the best
way to proceed is to have your architect
use the cooperative service extended by
the leading organ companies in laying
out the work. Bartola Musical Instru-
ment Company has accomplished much
along the lines of the elimination of
organ trouble by the creation of suc-
cessful organ lofts.
Loft Not Always Necessary
There are many of the smaller theatres
as well as the older type large theatres
where it is impossible to arrange for
organ lofts. In these cases the organ
must be of such a type that it can b(
placed in the orchestra pit or the olc
type theatre boxes, or even on the stage
However, a stage installation is rarel)
satisfactory owing to the interference o!
scenery, the organ being in an entirch
improper position to obtain the correc
tonal results.
Small theatres and old style large one:
can have the best of organ music with ;
little careful designing. The Barton
Organ has been installed in a great main
iJr ATiKlr:
r
heating
v/ENTIL/\TIN<3
Let the theatre
I ventilation
specialists
tell vou tiow —
HVHZVVH SYSTEW i n c
71 North 6th Str«*t Brooklyn, N. Y.
An outstanding reason for the pre-eminent
popularity of the HERALD with the cre-
ators of motion pictures — directors, play-
ers and writers — is the department,
"What the Picture Did for Me," which
affords the one indisputable record of box
office performance.
June 3. 1922
EXHIBITORS HERALD
91
THE ABOVE VIEW illustrates the rich and artistic effects of a stage curtain. The
photograph is of an installation at Dittman's newest theatre, Freeport, Illinois,
by Fabric Studios, Chicago.
Creating Atmosphere Effects
for the Photoplay
Many Beautiful and Economical Settings Can Advantageously Be
Worked Out by the Ingenious Exhibitor
By E. B. MARSHALL
Managing Director, FABRIC STUDIOS, Chicago
There is an increasing tendency in the presentation of motion pictures
to create an atmosphere in keeping with the picture proper through the
use of prologues, epilogues, artistic presentation or suggestive effects dur-
ing the showing of the picture.
theatres of this type and the results ob-
tained have been almost as successful
as if the theatres had been specially con-
structed to contain an organ.
Selecting the Organist
The proper installation of the right or-
gan is the first step. Xext select your
organist with regard to his or her theatre
experience and musical ability. The Bar-
ton Organ, unlike some others, has a
standard organ arrangement and car. be
played by anyone who can play any
organ. Yet it is well to have a trained
motion picture player.
In the •evolution of theatre organ
building, some types of theatre instru-
ments have been changed so that no
local player with the old time standard
methods can handle it. This necessitates
having a player who is especially schooled
on this type of instrument. This is not
necessarily a point against the instru-
ment, if the advantage in operation has
greatly improved the possibility, when
properly played, when producing music
for synchronizing motion pictures. The
warning is this, that when such instru-
ments are produced, the buyer should be
sure that the company selling it has
made adequate arrangements for pro-
viding players when needed.
The Bartola Musical Instrument
Company has for eight years main-
tained a school where players are
trained and furnished to the exhibi-
tor at no cost to the exhibitor or the
player.
One of the greatest handicaps in choos-
ing a pipe organ is the lack of knowl-
edge of how well the organ will con-
tinue to please the audience day after
day, year in and year out. An organ
that may sound fine to the prospective
purchaser when he hears it in a prop-
erly appointed demonstrating room,
played by a very fine demonstrator, may
not work out well in his theatre for the
reason that his audience is compelled to
'listen to the tonal rendition over a great
length of time and the tone quality must
be such that it will not grow tiresome or
monotonous.
Tone Variety Important
Audience interest is based on variety.
The very essence of pipe organ playing
is blending different tone colors in com-
binations. Those producing new and
varieties of tone colors and providing a
number of ways for the organist to com-
bine the sets of pipes to produce such
tone colors, is really the big value of a
theatre organ. One of the great recent
organ inventions is the Barton divided
manual — which has multiplied the com-
bination possibilities by thousands, en-
abling an organist to play an organ over
a long period of time without ever re-
peating the same combination.
Summing up, organ structure itself
should be given careful consideration.
The quality of the material used is of
vital importance for an organ is a deli-
cate piece of mechanism and has to stand
severe usage under conditions which a
great many times are far from proper
nd naturally material and workmanship
which is not of the best, although it
ieht be cheaper in the purchase price,
ill be more costly in the long run.
Check carefully the service which goes
with the purchase of your organ. An
organ that is purchased from a com-
pany that does not arrange for adequate
-ervice and the factory is located at a
■jreat distance without service men in
.he locality, it is sure to be a bad pur-
•ha»e. The Bartola Musical Instrument
-onipany has recognized this point for
any years and maintains experts who
re constantly circulating in a territory.
In the larger theatres in the cities this
work has become a science. Art direc-
tors and production managers are em-
ployed to create effects along this line.
This is done, of course, where the box
office receipts are sufficiently large to
justify the expenditure. With the
smaller theatres, however, that cannot
afford such changeable outlays, the ques-
tion of producing similar atmosphere
has resolved itself to the creation of a
setting that is flexible and versatile — as
well as one that can be arranged with
the minimum amount of expense.
"Tie-up Is Aim"
For the past three years stage settings
installed in various playhouses have con-
sisted of a general decorative scheme,
blending in with the general nature of
the auditorium, interior decorations,
rather than a means to provide an artis-
tic presentation. The thought and study
I have given the matter has made it my
aim to produce a setting along the lines
that will "tie in" with the picture and at
the same time furnish an artistic decora-
tion that will be pleasing to the eye.
Along this line owners and managers of
small theatres can work out arrange-
ments that will not only beautify their
theatres but will change the interior at-
mosphere of the house at a nominal
cost. It is all a matter of individual in-
genuity.
Must Plan Layout
In order to do this it is necessary to
make an original outlay, bearing in mind
that you want one that will not require a
large upkeep. This is where your power
of suggestion and ingenuity come in.
To get to the point let us take a season-
able change, the Fall time of the year for
example. A delightful and timely effect
can be secured by the use of pumpkins,
corn stalks, a rural fence and other natu-
ral things that are characteristic of this
time of the year. Often a tree obtained
from the woods will provide a suggestion
that will be effective for certain things.
This scheme can be carried out to a
great extent through careful study on the
part of the exhibitor.
Other Seasons Suggested
Western effects, an oriental idea and
other seasonable suggestions such as
Christmas time, Easter time, Hallow-
e'en and the like can be accom-
plished on the same principles with
a little stud}' and thought. The ar-
rangement of the screen and deco-
ration surrounding it can be placed in
such a way that by opening curtains on
either sides or if desired, in front of the
screen and using what is commonly
known as a "production stage," either
effect can be easily accomplished.
In addition to the original material a
number of painted backings are very
suggestive and quite effective. These
could be Chinese or Japanese scenes,
Turkish or Arabian and from many
other lands. A water scene, various in-
terior scenes, a modern garden, scenes
that portray a religion and the like are
excellent for backgrounds along this line.
92
EXHIBITORS HERALD
June 3, 1922
These backings need not necessarily be
large in size.
Sky-Drop Is Effective
A neutral sky drop can also be used
to good advantage, not only in producing
beautiful lighting effects but by the mere
addition of certain properties, scenes and
settings can easily be presented. For
instance, an Indian setting may be cre-
ated by using a teepee with an intensive
blue light on the drop and an amber or
pink spot on the teepee.
Among the many things worthy of
prominent consideration in the equip-
ment of a motion picture theatre are the
draperies. Aside from the beautiful and
luxurious appearance hangings give to
the playhouse they serve a definite and
useful purpose. They give a soft, sooth-
ing atmosphere and, in many instances,
play an important part in toning or off-
setting the color scheme to the best ad-
vantage.
There is no doubt but that the rich
and comfortable appearance that the use
of draperies give is an outstanding fea-
ture. Without them the large motion
picture palaces would indeed appear less
inviting. In fact draperies can be said
to be to the theatre virtually what cur-
tains are to the home.
Drapes Are Conspicuous
At the present time when many the-
atre owners are giving serious consider-
ation to beautifying their theatre draperies
are a thing that can be used to special
advantage. They are singularly con-
spicuous and will be readily noticed by
the patrons. In other words, money put
into making the theatre more beautiful
through the use of draperies will be
money spent in a direction that will be
strikingly noticeable.
In draperies, as in many other things
quality and prices vary. But with drap-
eries the appearance of a less expensive
hanging often gives the same effect as
that of a drape costing three and four
times the amount.
Economical Fabrics
Take a drape of mercerized cotton pop-
CLASSIFIED
Five Cents per Word Payable
in Advance. Minimum Charge,
$1.00
EQUIPMENT FOR SALE
FOR SALE — Two Simplex Projection Machines;
Martin Rotary Converter in perfect condition,
aho ri'ldition.-il pari,; Ventilating Kan; Motor Re-
wind; Electrical Fixtures; Mirrors; Ticket Ma-
chines, etc. Call Edgewatcr 7256-J or address
Kenmore Theatre, 1039 Wilson Avenue, Chicago.
A black drop of satin, sateen or velour
is very useful. By arranging the prop-
erties and suggestive material in front
of this a setting that is simple, yet beau-
tiful, can be obtained. I have used a
black drop a great deal and have found
that many pretty things can be accom-
plished with it.
I believe any exhibitor can -adopt and
work out his own ideas along these lines
in a manner that will not only be useful
but ornamental as well.
lin for instance. With proper lighting
effect this can be made to have all the
earmarks of a much more expensive
fabric. Cotton velour and velvet are also
excellent hanging for theatres, being
about the richest looking and most na-
tural hanging draping obtainable. With
a good adjustment of pin lights on this
kind of drape it has all the appearance
of silk velour, silk satins, silk plushes
and other goods which cost a great deal
more.
This is cited for the benefit of the ex-
hibitor who desires to beautify his house
at the least possible expense along this
line. A rich and luxurious effect can be
attained with the cheaper fabrics if spe-
cial care is taken in their hanging and if
they are given the right lighting effect.
SAXE BROS. PLAN NEW
HOUSE IN JANESVILLE
Saxe Brothers, who already operate a
number of theatres in Wisconsin are in-
terested in the erection of a new play-
house at Janesville, Wis. Edward and
Fred Dayton, who did much in the pro-
motion of the Orpheum theatre at Ken-
osha are taking charge of the project at
Janesville.
It is planned to make the Janesville
house similar in many details to the Or-
pheum theatre.
$100,000 Theatre for
Palm Beach, Florida
Stanley C. Warrick, First National
franchise holder of Palm Beach, Fla., and
owner of the Beaux Arts theatre there,
is to erect a theatre in West Palm Beach
to cost $100,000 and to have a seating
capacity of more than 1,000. Associated
with him in the enterprise will be John
C. Gregory, a Palm Beach financier and
realty operator.
Contracts have been signed and
November will see the opening of the
house.
Pittsburg, Kan. — Mirza Temple
Shriners will build a $250,000 mosque
which will include an auditorium with
.1,000 seats and full theatre equipment.
New Projects
Washington, D. C— Plans have been
announced for the building of a motion
picture theatre at Astor, 18th and Cali-
fornia streets by a group of Washington
men who have chartered a $2,000,000 cor-
poration for the purpose. R. H. Camp-
bell is president of the corporation.
*
Tucson, Ariz. — Extensive building ad-
joining the University of Arizona is
planned by Thomas K. Marshall, in-
cluded among which is a modern theatre.
Mount Carmel, Pa. — Construction has
been started on the new Victoria theatre
here for Chamberlain Amusement Com-
pany.
*
Washington, D. C. — A six-story the-
atre and office building will be erected
at 1325 E. street northwest to be oper-
ated by the Rapley interests, headed by
W. H. Rapley. Warren & Wetmore have
drawn plans. The estimated cost is
$500,000.
Portland, Ore.— David H. Ryan of San
Diego has asked for permit to build a
motion picture theatre in the Rose Park
district here.
*
Bethlehem, Pa. — Peoples Theatre Com-
pany of New York has purchased a site
on Broad street for the erection of a
$225,000 motion picture theatre.
*
Bloomington, Ind. — J. M. Vontersmith
of Washington, Ind., has purchased prop-
erty here for the erection of a new mo-
tion picture house.
Great Neck, N. Y.— Norab Realty Com-
pany will build a $200,000 theatre here.
Plans have been made by Bloomgood &
Schloss, 1" E. 49th street, N. Y.
Openings
Chardon, O. — The new Chardon the-
atre in this city has been completed and
opened.
New York, N. Y. — Niagara Falls' new-
est motion picture house, the Amendola
has been opened. It seats 1,000. Frank
Amendola is owner.
*
Pittsfield, Mass. — The Capitol theatre,
the new photoplay house owned by H.
Calvin Ford has been opened. The seat-
ing capacity is 1,400.
*
Red Bluff, Cal. — H. M. Wilson, pro-
prietor, has opened the newly completed
Granada theatre here.
*
Clinton, Okla.— The Rialto, Clinton's
newest theatre has thrown open its doors.
•
Pine Bluff, Ark. — A motion picture the-
atre in the Kress Building will be opened
by Fred Berbig May 15.
*
Ownership Changes
Oconomowoc, Wis. — George Huebner
owner of the Crystal theatre has ac-
quired the Strand theatre here from Mr
and Mrs. H. E. Welch.
*
Enid, Okla.— C. F. McQuilkcn ha
purchased the Rialto theatre.
New York, N. Y.— Walter B. Parson
has sold the Strand theatre to J. Clar!
Conover.
*
Springfield, Mo. — Ralph Langston ha
purchased the Palace theatre from J. C
I lodges.
TYPHOON POOLING SYSTEM
TYPHOON FAN CO. 1* 345 W.39-ST. NEW YORK
Inexpensive Fabrics That
Make Beautiful Drapes
(An Interview with an Executive of
MAN DELL BROTHERS, Chicago)
une 3. 1922
EXHIBITORS HERALD
For truthful i^eproductwe quality use
EASTMAN
POSITIVE FILM
You can't play real music on an instrument
with two strings— neither can you reproduce
the full quality of your negative with only
highlights and shadows. You need the full
range of Eastman Positive Film halftones
that carry quality through to the screen.
Eastman Film, both regular and
tinted base is identifiable through-
out its entire length by the words
"Eastman" "Kodak" stenciled in
black letters in the transparent
film margin.
EASTMAN KODAK COMPANY
Rochester, N.Y.
CHICAGO TRADE EVENTS
Nine Local Houses
Play "A. E." Films
Lloyd Comedy, "Lady Godiva"
"Woman, Wake Up" Have
Wide Showing
Associated Exhibitors pictures were
featured in nine Chicago theatres dur-
ing the last week of April and the first
week of May. The Harold Lloyd
Comedy, "A Sailor-Made Man," was on
the program of seven houses. In some
instances it divided the bill with another
picture, but invariably it was treated in
exploitation and newspaper advertising
as the outstanding attraction.
Play Lubliner & Trinz
"A Sailor-Made Man" played engage-
ments at Lubliner & Trinz's Senate and
Pantheon. On the south side it ran at
A. Karzas' Woodlavvn, and W. Clement's
Stratford.
The picture also played Ziegfeld's thea-
tre in the downtown district as well as
Seaver & Nevell's Howard theatre and
J. Coston's Harvard theatre on the north
and south sides.
Tennyson Poem at Ziegfeld
"Ladv Godiva," the photoplay of Lord
Alfred Tennyson's poem, and Florence
Vidor in "Woman. Wake Up," were
features at the Ziegfeld and at Barbee's
Loop Theatre.
Si Greiver Purchases
"Sawing Lady in Half"
The film expose of "Sawing a Lady in
Half" continues to interest state right
buyers, according to Louis Weiss, of
Clarion Photoplays, Inc. Another sale of
this subject has been made to Si Greiver,
of Greiver Productions, Inc., of Chicago,
for Northern Illinois and Wisconsin.
Bert Ennis, director of publicity, has
issued an eight-page campaign book in
behalf of the expose of "Sawing a Lady
in Half."
FILMACK PRODUCTION
TRAILERS
With and Without Scene*
Can Now Be Had For
C A Foot
TINTING FREE
24 Hour Service
Without fear of contradiction we main-
tain that our Trailer* are the beat of
their kind- Make un prove it I
IRVING MACK & CO.
CHICAGO
Slips a Badge
to the President
For obvious reasons a score or
more of eagle eyes are always
about protecting the President of
the United States from unscrupu-
lous persons. If you try to slip up
to the high executive with anything
but a shake in your hand, the
sleuths halt you.
But William J. Sweeney, who
was a member of the Illinois dele-
gation to the Washington conven-
tion, evaded the sleuths and as he
stepped up to greet President
Harding, presented him with an
Illinois badge, for which the Presi-
dent bowed very courteously in
accepting.
Fire at Gem Theatre
Causes Small Panic
A fire at the Gem theatre, 450 South
State street, resulted in the trampling of
several persons in the rush for exits when
the fire was discovered.
An explosion took place when the film
broke and ignited as it passed through
the machine and into the magazine.
Flames shot through port holes in the
projection room causing excitement.
Peter J. Schaefer Joins
Illinois Exhibitor League
The latest recruit in the ranks of the
Illinois unit of the Motion Picture Thea-
tre Owners of America is Peter J.
Schaefer of Jones, Linick & Schaefer and
president of the Allied Amusement Asso-
ciation.
Rorig of Elgin Retires
H. P. Rorier. long active in amusement
circles in Illinois and for twelve years
owner of the Orpheum theatre at Elgin,
has turned over the house to his son,
Paul. Mr. Rorig, with others of his fam-
ily, will move to a ranch near Pierre,
S. D.
Flynn in East to Edit
His Two Fox Pictures
Emmett J. Flynn, director, who re-
cently completed "Monte Cristo" and "A
Fool There Was" for Fox, has arrived
in New York from Los Angeles to put
the finishing touches to the cutting and
titling of the two specials in preparation
for their publication next season.
Select Williams Cast
The cast has been selected for Earle
Williams' next production for Vitagraph.
Patsy Ruth Miller will be the star's lead-
ing Woman. The picture, for which no
title has been selected, has South Amer-
ica for its locale.
Paramount to Build
New Exchange Here
Structure Will Be Located
Between 13th and 14th
in South Wabash
Film Row is to be extended still far-
ther south in Wabash avenue, Famous
I'laycrs-Lasky Corporation having an-
nounced preliminary plans for the erec-
tion ot its own exchange at No. 1327.
Contracts call for completion of the
building for occupancy by October 1.
Will Cost $125,000
Rapp & Rapp are the architects, and
their specifications call for a structure
costing $125,000.
The new Paramount exchange wiil run
the full length of the lot, thus enabling
all shipping to be done from the rear en-
trance.
Famous Players has occupied its pres-
ent location for a number of years, hav-
ing been the first cf the companies to
leave the loop district.
It is not probable that Famous Players'
pioneering south of Roosevelt road will
have the effect of drawing other ex-
changes to that district. A majority of
the companies only recently took leases
on their present offices, which were re-
niodeled especially for exchange use. For
that reason, it is believed that most of
the exchanges will remain at their pres-
ent locations.
CLAIRE ADAMS and Carl Gantvoort
in a scene from the Benj. Hampton
production, "Golden Dream*," dittrib
uted by Goldwyn.
June 3, 1922
EXHIBITORS HERALD
95
DOROTHY PHILLIPS as "Hurricane's Gal" in the First National feature of that
title, directed and produced by Allen Holubar.
! CHICAGO PERSONALITIES j
' By Mac. •
That 16 to 7 lacing the New York Metro
baseball team handed the Pathe Gothamites
has surely stirred the boys of the local
office to whirlwind action. Manager Harry
•Martin presents the following team to the
local exchanges, preferably Metro and in-
forms us. they are ready to clash right
now, with Havill, Xolan and Smith cover-
ing the third sack and taking turns in the
pitcher's box; Wise at shortstop; Hogan
behind the bat : Keppler on second base ;
Meyers and Tomte on first; Hartinan.
Morfa and Hladik in right field; Pratt and
Benson in center field; Hess, Runnion.
Kusch and Florine covering the left field
garden. Alright fellows, lets go!
* * *
Martin Saxe. manager of the Pantheon
theatre, is in the market for a motor car
and is favorably inclined to the Lexington.
Try that Lark model Martin, highly rec-
ommended as a nerve tonic. Understand
the makes sixty climbing mountains in
high.
* * *
Just heard the Chicago theatre sets in
'Orphans of the Storm" Aug. 7 for a
wo week's run. Atta abov. Cress Smith !
* * *
Jack Bourke, manager Parkway theatre
otnpleted a four day run. May 18 on "Ten
lights in a Barroom." Tells us, he had
em standing out at every show. The play
eemingly must have hit Jack for a homer,
'aim he has been imbibing chocolate sun-
laes and malted milks with a furv since.
* * *
I George B. Smith of the Associated Ex-
ibitors left for a week of rest May 22
nroute for St. Louis in his "Detroit Mon-
th." Fair enufT George, you'll certainly
et it where you are headed for and need
after the sedan has shaken for several
ours.
* * *
1 Charles Giegerich, in charge of the
ex Beach publicity, arrived from New
ork to handle the "Fair Lady" run at
the Randolph theatre. Looks like the big
dailies will have to order extra paper for
Charlie wields a prolific pen.
* * *
Manager Paul Bush of the Kempson
pictures, tells us the Ziegfeld theatre has
contracted to run their first ten features
beginning May 20 for week runs. Nice
work Paul !
* * *
Ernie Grohe of Fox informs us he spent
the week-end in Evanston and the natives
of the big northside metropolis predict big
things this summer, plenty grass and all
that sort of excitement. We thank Ernie
for the interesting murmurs.
* * *
Happened in on Manager Benson of the
Amusement Supply Co. the other day and
found him all aglow with smiles. Must
have put over a sale for a couple of dozen
Motiograph machines or still retains his
title of bridge whist champion of the mid
West. Which — we wonder?
* * *
The quarters of the Chin Chin club re-
minded one of a page of baseball history
last Monday evening. May 15 during the
meeting of the Mid-West Baseball Associa-
tion with President Billie Neisen, Frank
McNichols, John Callahan and Dick Kerr
in attendance. George W. Carlson, gas and
electric light commissioner, "daddy" to the
City Hall team was an added feature and
predicts his team will be well out in front
for the flag long before the summer breezes
blow. Messrs. Peters. Edwards and Flor-
ine tells us henceforth the courtesy of the
club will be extended to our local baseball
magnates every Monday evening. Better
come up fellows and fan awhile with the
boys.
* * *
Irving Manuel, manager of the Security
Pictures announces they will shortly re-
lease their new feature, "False Women."
giving Max Dreifus and Syd Schwartz
plenty to do for the next few months.
* * *
Si Greiver of Greiver Productions re-
ports his George K. Spoor feature. "Young
America" has been signed to play the
Ascher circuit at an early date.
* * *
Latest reports inform us that "Bob"
Lucas and "Jake" Cooper are doing nicely
and should very soon leave this hospital
confinement and be back in the harness.
* * *
That was a mighty nice score R. C. Seery
turned in for eighteen at Bob O'Link last
week. From where we stood it seemed to
read, seventy-eight. At that, we may have
been gazing at Bob MacDonald's, the local
pro's card.
* * *
Didja hear about Ted Schlanger, the
"U" salesman and champion story teller ?
He's back in suburban territory, and they
say he's cleaning up.
W. E. Wendell, Universal Salesman,
came to work last Saturday with his face
wreathed in smiles. Its a boy. Born
May 19.
NEWSPICTURES
(Concluded from page 46)
Steps Demonstrated — Massachusetts Swept by
Forest Fire — German Ambassador Arrives in New
York — Peggy Hopkins Home ; Baggage Held at
Pier- — Marv Garden and Otto Kahn Sail for
Europe — "Prince Flealess" and Betty Jewel Visit
New York to See the Sights — Outdoor Play Given
in Italian Theatre 3.500 Years Old at Syracuse,
Italy — World's Automobile Speed Record Broken
at Cotati, Cal. — Morvich Wins Kentuckv Derby.
FOX NEWS. Xo. 62: Author of "If Winter
Comes" to Visit America — Field Marshal Earl
French Arrives in New York — Work Started on
Nebraska Capitol Building — Philadelphia Depart-
ment Store Girls in Open Air Exhibition — "News-
cttes" — Wrestling Circus Held in Bombay. India
— Auto Bathtub St. Paul Novelty — Auto Record
Broken at Mt. Wilson. Cal. — Territorial Specials.
No. 63: How U. S. is Relieving Russian Fam-
ine-— Austrians in Vienna Detnonstration for Un-
employed— Floral Parade at Ocean Park. Cal. —
Harding Attends American Legion Meet at Wash-
ington— "Newsettes" — Styles at Paris Races — St.
Paul Officers Discover Moonshine Plant — Marbel-
head. Mass., Has Yachting School — Elmhurst.
111., Postmaster Saves Twine Five Years — Win-
nipeg Workmen Marooned on Ice Floe — Terri-
torial Specials. No. 64: Motion P.cture Theatre
Owners of America in Convention at Washington
D. C. — Princt of Wales Visits Tokio — North Car-
olina Holds First Olvmpic Games — Italian King
Attends Open Air Theatre at Syracuse, Italy —
Tulip Parade in Bellingham. Wash. — Algiers Wel-
comes French President — New York Statue of
Roosevelt Completed — Police Gun Firing 1,000
Shots per Minute Demonstrated — Mountain of
Sulphur Blown up at Westlake. Ga. — Airman in
Stunts at Los Angeles — New York Police Parade
— Harding Week-Ends at Atlantic City — Dog
Show at Belmont Park. N. Y. — Morvich Wins
Kentuckv Derby — Territorial Specials.
INTERNATIONAL NEWS, No. 39: Sheep
Shearing Begins in Ellinsburg, Wash. — Cavalry
in Maneuvers at Fresno, Cal. — Black Diamond
Express Wrecked by Auto at Leroy, N. Y. — Hol-
land Queen Greets Subjects — German Ambassa-
dor Arrives in U. S. — Motion Picture Theatre
Owners of America Pay Tribute to Unknown
Soldier at Arlington — Morvich Wins Kentucky
Derby — No. 40: S. S. Majestic. Greatest Liner,
Arrives in New York— 16.000 Children Pay Trib-
ute to Congress of Mothers — Parasol is Radio
Receiving Set — Sultan of Tunis Entertains French
President — Battle Forest Fires in Sierra National
Forest, California — U. S. Coast Guard Locates
Ice Bergs — Cartoon — Territorial Specials.
KINOGRAMS, No. 2146: Morvich Wins Ken-
tucky Derby — Ex-President of France Buried at
Paris — Harvard Defeats Yale on Track — German
Ambassador Arrives in TJ. S. — "Best Formed
Woman" Arouses Interest in Kansas City — Army
Takes Part in Washington Horse Show — "Sketch-
ogram" — Boys' Week Celebrated at Oakland, Cal.
— Territorial Specials. No. 2147: Majestic, Big-
gest Ship, Docks at New York — Peru and Chile
Representatives Dispute Boundary at Washington
— Paris Meat Hustlers Give a Party — "Sketcho-
grams" — Russian Moslems Reveal Old Koran —
Ontaria. Cal.. Children at Play — 16.000 Children
Observe Stadium Day at Tacoma — Extremes Meet
at President's Door — Soeedsters Race on Dirt
Track at Porter. Ind. — Dedicate Daniel Webster
Highway — Territorial Specials.
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmes.
A Rough-Shod Fighter, five reels, with William
RusselL
The Marriage Bargain, five reels, Mary Miles
M inter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jangle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), six
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels.
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels.
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Faire
Binney.
God's Country and the Law, six reels, Gladys
Leslie.
Love, Hate and a Woman, six reels, Grace Davison.
A Yankee Go Getter, five reels, Neva Gerber.
Dangerous Paths, five reels, Neva Gerber.
Price of Youth, five reels, Neva Gerber.
Ten Nights in a Bar Room, eight reels, John
Lowell.
The Innocent Cheat, six reels, Roy Stewart.
Chain Lightning, five reels, Ann Little.
A Motion to Adjourn, six reels, Roy Stewart and
Marjorie Daw.
Back to Yellow Jacket, six reels, Roy Stewart and
Kathleen Kirkham.
The Broken Silence, six reels, Zena Keefe.
The Splendid Lie, six reels, Grace Davison.
The Double-O, five reels, Jack Hoxie.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributed through Pnthe Exchanges
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter^ De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up I (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
Silas Marner, seven reels, All-Star.
The Real Adventure, five reels, Florence Vidor.
When the Devil Drives, five reels, Leah Baird.
PLAYGOERS PICTURES, INC.
Oct. 9 — Across the Divide, six reels.
Oct. 23 — Tropical Love, five reels.
Nov. 13— Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dee. 4— The Ruse of the Rattler, five reels.
Jan. 15— Reckless Chances, five reels.
Feb. 20 — Hills of Missing Men, six reels.
Apr. 2 — Sunshine Harbor, six reels.
Apr. 1C — A Pasteboard Crown, six reels.
Apr. 23 — Lonesome Corners, five reels.
May 7 — Tracks, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
C. B. C. FILM SALES
The Victim, six reels.
Dangerous Love, five reels.
Captivating Mary Carstairs, five reel (Norma
Talmadge re-isue.)
Tfce Heart of the North, five reels, Roy Stewart.
Life's Greater! Question, six reels. Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
ball Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels,
Cullen Landis.
What No Man Knows, Clara Kimball Young.
The Worldly Madonna, Clara Kimball Young.
FAMOUS PLAYERS-LASKY
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet,
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet.
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels — Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special— Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet.
The Mistress of the World (Special — Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5,100 feet . . „„
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet.
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
The Heart Specialist (Mary Miles Mlnter— Real-
art), 5,000 feet. = .
Beauty's Worth (Marion Davies — Cosmopolitan;.
The Mistress of the World (Chapter 4), 3,825
The Green Temptation (Betty Compson), 6165
feet
Through a Glass Window (May McAvoy), 4,490
feet.
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton), 4.698 feet.
The Sleepwalker (Constance Binney), 4,530 feet.
Bought and Paid For (Wm. DeMille-Ay res-Holt),
5,600 feet.
The Devil's Pawn (Pola Negri), 4,712 feet
The Crimson Challenge (Dorothy Dalton), 4,942
feet
The Truthful Liar (Wanda Hawleyl, 5,243 feet.
The Spanish Jade (Robertson Prod.), 5111 feet.
Is Matrimony a Failure? (All-Star), 5.612 feet.
The Good Provider (Cosmopolitan), 7753 feet.
Beyond the Rocks (Gloria Swanson), 6740 feet.
The Wife Trap (U. F. A. Prod.), 5207 feet.
The Beauty Shop (Cosmopolitan Prod.), 6536 feet.
North of Rio Grande (Holt-Daniels), 4770 feet
The Man from Home (Geo. Fitzmaurice), 6895
feet.
The Ordeal (Agnes Ayres), 5000 feet.
The Bachelor Daddy (Thos. Meighan), 6229 feet.
FIDELITY PICTURES CO.
The Married Virgin, six reels.
Frivolous Wives, six reels.
FIRST NATIONAL
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod.). „ , ,
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
Ix>ve's Redemption, wi»h Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Pro.).
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The Barnstormer, with Charles Ray.
Red Hot Romance, six reels (Emerson-Loos).
Penrod. eight reels, Wesley Barry.
The Cave Girl, five reels.
The Lotus Eater, seven reels, John Barrymore.
Caberia, nine reels. Special.
My Boy, five reels, Jackie Coogan.
The Seventh Day, six reels, Richard Barthelmess.
A Question of Honor, six reels, Anita Stewart.
Gas. Oil and Water, five reels, Charles Ray.
Smilin' Through, eight reels, Norma Talmadge.
The Infidel, six reels, Katherine MacDonald.
The Woman He Married, seven reels, Anita
Stewart.
FEDERATED FILM EXCHANGES
The Servant in the House, five reels, with all*
star cast.
Dangerous Toys, seven reels, with all-star cart
Heidi of the Alps, Prizma.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Goart, eif»
reels.
Thunderclap, seven reels.
Shame, 8,200 feet.
Perjury, 7,400 feet.
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARM 'M SERIMS
His Greatest Sacrifice, six reela.
A Stage Romance, 6,416 feet
PEARL WHITE SERIES
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SERIES
Ridin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERIRi
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLET MASON SERIES
Ever Since Eve, five reels.
Queenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUSTIN FARNUM SERIES
The Primal Law, five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o' Dawn, 4,171 feet.
20TH CENTURY BRAND
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy- Walker).
Whatever She Wants. (Eileen Percy).
Smiles Are Trump (Maurice Flynn), five reals.
Extral Extra! (Walker- Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Windsor.
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Bear, Boy and Dog, two reels.
Puppy Days, 96S feet
Robinson Crusoe Hours, 966 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest.
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
Ace of Hearts, seven reels.
Dollar Devils.
GOLDWYN PICTURES CORP
For Those We Love, six reels.
Invisible Power, seven reels.
/itch for Annual Studio Number Dated June 24
WW
! i
1
1 S
When you announce a
F'Mack Sennett
comedy you have a SHOW!
And you get a BIG Audience
—and MONEY!
"GYMNASIUM JIM"
"THE DUCK HUNTER" "BE REASONABLE'
"BY HECK" "ON PATROL"
with Billy Bevan and Mildred June
Directed by Roy Del Ruth
Distributed by Associated
First National Pictures, Inc.
Re/eased on the Open Market
Liu y<
1 N V
■
■ •
itmnyijiijiuiixiiiiniiiiriinmnjnyrt
To Make a Winner Oufof Your Theatre
j^Miiiniijl! mftiMi'lilll .nilJII!lll!lil!]|||f iBWOlfk /"""iMK n! liillll ■"'"illilHllhi
Dedicated to the mothers of the world Jy Carl Laemmle
Tune 10, 1922 EXHIBITORS HERALD
Canddon ^TlcCormick.
* wrote a big play
George Idroadhurst
• produced it as a big stage suaoess
'Qcdinald ^Barker
• made it into a greater spectacle -
a Universal-Jewel production with
House Vcters
in a wonderful heroic role
'VTrdinia H^lli
* as a beautiful French-Canadian
heroine and
'Wattnihorc . M
as the third member or an A/I—
Star cast
Garl jGacmmlc
will present it as one of the year's'
greatest box-office attractions
sHhe name of It Is
4
EXHIBITORS HERALD
June 10, 1922
r
Tune 10. 1922
EXHIBITORS HERALD
The Truth
about The Adventures of
Sherlock Holmes
IF you at the time were a customer of
Educational, you were sure, when we
announced the new series of pictures —
The Adventures of Sherlock Holmes — that
we had them to offer, because we never
make statements to exhibitors which we
cannot back up.
If you were not a customer of Educational,
you know now what we mean when we
speak of "KEEPING FAITH WITH EX-
HIBITORS". We mean making positive
announcements only when we have facts
to support them.
These pictures, from the original stories by
Sir Arthur Conan Doyle, are EDUCA-
TIONAL PICTURES, and the first two
will be released in June. They are:
THE DEVIL'S FOOT
and
THE DYING DETECTIVE
We have everything which is necessary to
release all pictures of our series — original
negatives, working prints, everything.
And .... The Editors -In -Chief and Re-
viewers of every National Trade Paper, to-
gether with the official representative of
the Regional Trade Papers, have privately
pre-viewed the two pictures mentioned
above, for the express purpose of giving
advice as to the best methods of exhibitor
exploitation for this series of short-reel
features.
This means not only that Educational' s
own exploitation staff is engineering un-
usual exhibitor helps, but that in addition
an expert from every Trade Paper in this
industry is co-operating with Educational
to give exhibitors the last word on exploi-
tation and box-office help.
Here is a new angle on Exhibitor Service.
No picture released ever had such an
aggregation of brains back of it.
AND .... Educational is going to give
you these pictures in JUNE. We are giv-
ing you a box-office tonic in the summer
when you need it to fight hot weather —
though we could have held these two-reel
gems until September!
Thats Real Exhibitor Service — Thats Keeping Faith i
The entire series is backed up, in addition,
by national advertising to
24 MILLIONS OF PEOPLE
"THE SPICE OF THE PROGRAM"
Educational Film Exchanges, Inc. e. w. hammons, Resident
6
EXHIBITORS HERALD
June 10, 1922
Ask Billy Connors of Indiana!
He'll tell you why he shows Paramount Pictures. He's willing to tell the world!
Below is a letter written by Mr. Connors to every exhibitor in the Indiana territory.
And all he says about Paramount is backed up by his successful career. Mr. Connors
has shown every Paramount Picture ever released. He ought to know the truth
about them!
The
MARION
Marion, Ind.
The
ROYAL
New Castle, Ind.
The
REX
Swayzee, Ind.
The
LUNA-LITE
Marion, Ind.
MARION THEATRE COMPANY
BRANIGIN & CONNORS
Mc
Ind.
May 6, 1922.
Dear Sir : —
Perhaps the last year as pertaining to the Motion Picture Business has
impressed you in the same way that it has me and a great many other Exhib-
itors throughout the country.
It has evidenced one thing and that is, it has been a plain exposition of
the old saying "the survival of the fittest." To me it seems imperative that
Motion Picture Exhibitors must stick together and realize that they are all
in the same boat and must do their utmost in helping each other as well as
doing things that will result in the uplifting of the Motion Picture Theatre.
Indications point toward a general "get better" of conditions and we be-
lieve this to be the time to establish our theatres on a solid rock of reputation.
This can be done in no other way than thru the booking of the very best pic-
tures obtainable.
For the past three years, we have given our patrons an almost solid pro-
gram of Paramount Pictures because, they build business for us. They are a
Nationally Advertised product that are backed with a dependable source of
supply that can be relied upon year in and year out.
We are advised that Paramount Week this year will be the week of Sep-
tember 3rd to the 9th. To us Paramount Week does not mean a period of
time that can be considered like unto the weeks and weeks so many com-
panies are putting on, but we believe it to be generally known as a National
Institution and a period that marks another anniversary of achievement and
success in Motion Picture Production.
Paramount Week is always supported with a gigantic national magazine
and newspaper advertising campaign, and judging from past performances
upon the part of Paramount to actually assist the Exhibitor, I think we
should all get together and help make Paramount Week, this year, the biggest
and best yet.
Paramount is the only Company that does anything to help the Exhibi-
tor after he buys the picture. We would like to see every Exhibitor book
in Paramount Week solid on our recommendation as to the box office possi-
bilities of Paramount Pictures.
With best wishes and regards, we are,
Sincerely,
MARION THEATRE COMPANY
(Sgd) Billy Connors.
paramount (pictures
v •"»;"' "".» « »"."
I \M( 'I is 1*1 \i i its I ( < >im IK \l II iN^/jjjBfc)^
ftDOLPM ZUKOO " '--*
June 10, 1922
EXHIBITORS HERALD
JESSE L.LASKY PRESENTS A
George Melford
PRODUCTION
%he Woman
Who Walked
Alone"
with
Dorothy Dalton
A STORY of romance
and adventure in Lon -
don and South Africa.
Packed with thrills and ex-
citement.
Miss Dalton's best role in
many years, and George
Melford's greatest produc-
tion since "Behold My
Wife!"
A great cast including Mil-
ton Sills, together with the
season's most striking title,
are other elements that
make it a winner.
From the story "The Cat
That Walked Alone" by
John Colton. Scenario
by Will M. Ritchey
( This illustration is the 3-eo/. ado. Supplied as mat or
electro by exchanges)
CC Cparamounl Qidure
8
EXHIBITORS HERALD
RCI
IN another wonderful role, distinctly different to anything
she has ever done, this great artiste again demonstrates
her remarkable versatility. She has created a character
in this production that your public will live with, suffer with,
rejoice with and glory in.
William J. Locke's most interesting heroine is portrayed
with all the delicate shades of emotion that this unusual
woman alone is capable. She has made of the character,
Locke conceived, a human, vivid, fascinating creation that
stands out as one of the finest among the many fine things
she has given to the screen. Thousands have read the story —
thousands are waiting for the picture.
EXHIBITORS HERALD
9
HOW a baby's hands, entwined around her neck, its coo-
ing voice sounding in her ears, transforms a dowdy,
morose genius, into a beautiful, tender woman of scin-
tilating wit, is only one of the many moments of beautiful
pathos contained in the picture. The fact that this baby is
the daughter of the man for whom the woman has suffered
suggests the tense drama of the story. Filled with heart
throbs, unusual in characterization, novel in theme, its the
kind of a picture that will appeal to every class of audience.
A brilliant cast includes Louise Dresser. Truly Shattuck and
Edward Martindel. Directed by Emile Chautard.
Created by
Cosmopolitan Productions
WhattheNewYork
Critics said:
"Many thrills — more gripping than a photo diagram
of the latest real shooting with crosses marking the spot."
— New York Herald
"Directed by Tom Terriss with a fine appreciation
for the dramatic possibilities of a murder mystery story.
Not until nearly the last few hundred feet of film is the
mystery solved." — New York Evening Telegram
"The real mystery is why there hasn't been a flood
of photoplays of this type before now. 'Find the Woman'
is a good film thriller capably acted, well con-
structed and interesting. We strongly advise
attendance." — New York Evening Sun
"It is much more all-star than many pic-
tures which are so advertised."
— New York Tribune
Story by Arthur Somers Roche, read by tulo
million people in Cosmopolitan Magazine
Scenario by Directed by
Doty Hobart Tom Terriss
Book and Play This
Box Office Winner
It's a Hit!
(
"find the woman"
hi
1
'MISCHA
s£hicago-,l
MARCUS LOEW
LOEWS CIRCUIT
NEW YORK
(HAROLD B.nWNKLINJ
ISHEAlS hippodrome
BUFPAJLO
Zto^ the
'Judgement of these
fBid Shopmen Mean Any fhir^
% You- All have Booked-
OtfenMoore
Directed Jjy
flflMIHF'
The c6Nj2^!hoRE
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BROADWAY THEATRE
CHARLOTTE. N-C
E.H.HULSEY
'SOUTHERN AMUS. CO.l
DALLAS, TeX.
ENOCN ARDEN
DIRECTED BY WM. CHRISTY CABANNE
UNDER THE PERSONAL SUPERVISION OF
D.W. GRIFFITH
Lasso This Picture
and Play It Now!
A gigantic array of names with more concentrated box-
office "pull" than half a dozen program pictures-
Griffith, Reid, Gish, Cabanne— all at the peak of their
world-wide fame— contributing their matchless talents in
one splendid entertainment.
Millions have memorized Tennyson's immortal "Enoch
Arden." Millions are waiting for it on the screen.
Get our press sheet— shoot off our big bombshells of ex-
ploitation—and cash in BIG on the popularity of the
stars and the age-old poem.
book now ^ssr
'When lovely woman stoops to folly.
And finds at last that men betray — "
\HE drama of life is played when the break
comes; when woman is desperate and "the
devil drives."
There are two women. Different homes, dif-
ferent friends, different modes of living, and yet
— in the stress of circumstance — they are alike.
"Don't Doubt Your Wife" established Leah
Baird's popularity "When the Devil Drives"
will make it doubly assured.
Few women of the screen can wear clothes
quite as smartly as she. Few can rival her dra-
matic sincerity. And no one of them can write
such stories, with a woman's insight of what
women like and what men crave to see.
"When the Devil Drives"
is a Tonic for Box-offices
wm
i
Physical Distributors
Pathe Exchange
INC -
WILLIAM FOX presents
Charles Jones a
Another breezy
western Jones
picture ^
^fie plays golden
notes for every
exhibitor everywhere
fir «/■«
{
I
\
WHEN
CHARLES JONES
PLAYS
It is easy"
to fill your
house with
Real,
Handsome
.j INDEPENDENT
Money !
'Ready June 4
Glenn Hunter
Becomes the
hailed by the
Amusing anc
Two Producers — Frank Tuttle and
Fred Waller — set out to make a pic-
ture that would discard all the dry-rot
formulas of the producing factories
and studio carpenters.
They obtained an uui sual, romantic
and thrilling story. T ley introduced
a personality new to he screen but
securely popular in ihe theatre —
Glenn Hunter, hero of the Booth
Tarkington plays and now playing
with Billie Burke in "The Intimate
Strangers."
This producer determination coupled
with a splendid story and a new, fresh
star personality has resulted in "The
Cradle Buster," now playing to big
business with amazing critical not iocs
at the Cameo Theatre, New York.
If you wish to have a means of meas-
uring how good "The Cradle Buster"
notices are we will tell you that they
are as good or even better notices than
Chaplin got on "Pay Day"; that the}
equal in every way those Norma
Talmadge received on "Sniilin'
Through and are far better than nine
out of each ten pictures released in
New York in six months have received.
Now read them for yourself—
Here's the Verdict!
"Glenn Hunter, who made a hit in
two Booth Tarkington stage plays.
'Clarence' and 'Intimate Strangers'
makes a hit in 'The Cradle Buster. "—
Evening Telegram.
T"
CRADLE BUST
Tuttle Waller
Production
Directed by Frank. Tuttle
jkof New York when
ritics as "Lively,
kod Entertainment"
Frank Tuttle wrote a highly entertaining story admirably
iresented ou the screen. It is a straightaway, vigorous
oicture, alive with action and retaining interest to the
inal fadeout. Glenn Hunter makes his part natural and
•onvincing in every detail." — Evening Journal.
'Strong in plot, clever in its situations, and with highly
nteresting character delineations, 'The Cradle Buster'
iroves one of the most appealing pictures seen this sea-
son. Frank Tuttle deserves commendation for
>riginality of his theme." — New York American. ,
'A humorous story in which the situations get
is jumbled as a jig-saw puzzle, only to be
traighlened out in a genuinely funny way."
—Evening World.
There is a great deal of pictorial entertainment
n'The Cradle Buster.' Several of Mr. Hunter's
cencs are worth sitting through any photoplay
ior. The production is enjoyable." — N. Y.Times.
Glenn Hunter covers himself with glory in
The Cradle Buster.' Frank Tuttle has poured into this
omantic story many original and substantially amusing
ouches, and it ought to be added to everyone's list of
ictures to be seen." — New York Sun.
Not very often does one have opportunity to view a
hotoplay as refreshing and as true to life as 'The
radle Buster.' It makes a good many of the super-
jecials look like a nickel." — New York Telegraph.
Glenn Hunter dives into stardom in 'The Cradle
uster.' The story has many exceptionally delightful
niches. The climax organizes a fine tug at your heart
nd chest muscles." — New York Herald.
mertcan
RELEASING CORPORATION
In Canada: Canadian Releasing Corporation. Limited
18
EXHIBITORS HERALD
June 10. 1922
ALONE
A West Coast
Films Corp.
Production
Directed by
Jacgues Jaccard
ind James Colwell
This is the story of a mighty love and a strong man's
bravery and final renunciation. The story of a man who
fought like blue blazes to save a girl's life at the risk of his
own, who whipped and ousted her father's enemy and then
gave the girl to the other man.
SALISBURY at his strongest and best — an appealing
player with a great following all over the country. WAL-
TER LAW, properly villainous and fear-inspiring. MARIA
DRAGA and LURA ANSON in two fine and convincing
roles and JACCARD, the director, rushing his story forward
to the climax of the greatest fight between men we have
ever seen on the screen.
And the best production that has gone out to make the
reputation of the Pacific Studios at San Mateo.
SPORT REVIEWS
^ 1 sAre Presented,
Jiy the Ccmntry's finest Dkeatres
One Every OtherTVeek.
Each issue fairly tingles with speed,
pep and novelty.
Each issue is edited by Grantland
Rice, celebrated newspaper colum-
nist and recognized sport authority.
Each issue is backed by the sporting
pages of every newspaper from
Maine to California.
Each issue presents big time per-
sonalities and champions — Babe
Ruth, Rex Beach, Ethelda Bleib-
trey, George A de, Walter Hagen,
Ty Cobb, Ring Lardner, etc.
Each issue contains scenes in the
world of sport which are absolut-
ely exclusive.
Each issue is foot for foot the best
single reel entertainment offered.
Weiss Brothers
V r e s e x t
JACK EATONS
The
PORT REVIEW
Edited by GRANTLAND RICE
UlstYib ut&a. by
GOLDWYN
b\j Mr~r-a.ngem.evit unth ArtccCLSS Pictures Corp
EXHIBITORS HERALD June 10, 1922
AL LICHTMAN
A little over ten years ago, we started to work together
for the Famous Players Film Company when it first started
in business; Ben wrote the ads, the publicity and some of the
scenarios; Al sold the pictures.
Everybody made money.
Those days were wonderful days — full of hopes and
dreams. Most of them came true! They were tough days
too! It was difficult to rent independent pictures to theatres
on account of the trust, and admissions were only a nickel!
BUT QUALITY WON OUT!
Today, with QUALITY PICTURES, RIGHT
IDEALS and BRIGHT IDEAS — it's a cinch.
WE ARE TOGETHER AGAIN— but this time m
business for ourselves, and we are building a business which
we are determined the whole industry shall be proud of.
Ben is managing "production," and Al is managing
"distribution."
The pictures that Ben will produce will be known as
PREFERRED PICTURES and will be made under the trade
name of
PREFERRED PICTURES, Inc.
The name of the distributing company will be known as the
AL LICHTMAN
CORPORATION
There will be other independent producers releasing their
product through the Al Lichtman Corporation. Announce-
ment of these will be made at a later date.
We have been planning this for some time and we
are ready.
une 10, 1922 EXHIBITORS HERALD
BEN SCHULBERG
Our First Offerings
Now in Preparation:
RICH MEN'S WIVES
By Frank Dazey and Agnes Christine Johnson.
The first of a series of GASXIER Special Box-Office attrac-
tions, directed by the creator of Kismet and other great
pictures.
To be followed by:
CHING CHING CHINAMAN
By Wilbur Daniel Steele.
The prize short story of 1917.
It is unique — A story different from any you have seen.
ARE YOU A FAILURE?
By Larry Evans.
Written especially for the screen by this famous author,
and will shortly be produced as a stage play.
A BIRD IN A GILDED CAGE
By Arthur J. Lamb.
From the famous song of the same name.
POOR MEN'S WIVES
A Sequel to RICH MEN'S WIVES
A chapter from Life.
Replete with laughs and sobs.
WHEN A WOMAN MARRIES
A powerful drama of today.
Each of these pictures will contain every element of box
office success.
We shall always operate with the knowledge that to
merit the exhibitors' support, we must deliver pictures and
service that will be profitable.
For complete distributing plan and date of first release
communicate with
AL LICHTMAN
CORPORATION
576 FIFTH AVENUE NEW YORK CITY, X. Y.
22 EXHIBITORS HERALD June 10. 1922
Exhibitorshaveararetreatin store
for their patrons and a rare oppor
tunity to clean up in a big wa;
with Marshall Neilan sJgOl^ilS
Here is a really Big picture we an
offering you to give the K. O. tl
the hot weather Jinx. It's a Warn
Weather Winneranddon'tyoufoi
get it. !80^talSI"carries a uniqu;
and most unusual plot with char-
acters, strange, fascinating, coir
pelling, around whose lives ther;
is a veil of mystery few person;
have ever penetrated. There is t
beautiful love romance; there ar;
thrills, heart interest, and a Bi;
Surprise Punch no one can eve'
forget in 1
J
June 10. 1922 EXHIBITORS HERALD 23
Marshall Neilan's name is guaran-
tee enough for JSOl^fclSI" for he,
as you well know, makes pictures
for the box office and every one
he has ever made has been a big
success. He picked a most unusual
story in JiSO^felSl" a story written
by the famous author, Hugh Mac-
Nair Kahler, which has thrilled the
millions of readers of the Saturday
Evening Post, giving you a ready
made audience. Claire Windsor,
Richard Dix and Claude Gilling-
water head a strong and remark-
ible cast. Don't lose any time in
looking |§0^ilSl" first.
Photographed by David Kesson
and Karl Strauss
A FIRS T NATIONAL A T TjR A C 1" I ON ( ffifffi
24 EXHIBITORS HERALD June 10, 1922
FOR THE COMING YEAR
we will release
SENSATIONAL ANNOUNCEMENT
EARLY IN JUNE
Si line up to suit the times
Selected by the biggest Exhibitors in America*
MARTIN J. QUIGLEY
Publisher & Editor
* ISSUE OF *
June 10, 1922
Selling Summer Shows
By MARTIN J. QUIGLEY
TF a business man of this industry, after the
experience of the past year, declines to get
rabidly enthused over the possible conditions of
the immediate future his position, if not tenable,
is at least understandable. If he is unwilling or
unable to prejudge conditions he is of course
very timid about what is going to happen. This
situation is excusable and understandable but what
we would like to know is what possible excuse can
be offered for the regular annual surrender to
Summer conditions that is made by many persons
in this business?
Any novice in the amusement business knows
that Summer weather affords serious opposition
to indoor amusements. There is nothing new or
startling in this fact, yet it seems to dawn like an
earthquake every year upon many people in this
-business, bringing with it fear and trembling.
* * #
V\7TTH reference to Summer conditions there
is but one of two things for the exhibitor to
do: Either close his theatre or keep it open. If he
decides to keep it open he should get behind it with
a manly effort and make a decent resistance
against the natural and inescapable obstacles in
the way of easy and profitable operation of a the-
atre during the Summer months.
The exhibitor has a great deal of company
in the matter of difficult business conditions to
meet during the Summer months. The vast ma-
jority of lines of business are hit in some degree
by the warm weather. Hence, the exhibitor has
a great deal of valuable guidance at hand, to be
bained from the plans and experiences of others,
'which if carefully considered will enable him bet-
ter to meet the conditions which he will encounter
during the next few months.
Manufacturers and merchants generally have
learned that the seasonal idea is more a supersti-
tion than a reality and fortified with this knowl-
edge they have been able to carry into effect plans
vhich safeguard their businesses from the tradi-
tional slump. With the same knowledge motion
picture theatres can accomplish similar results.
To illustrate what has been done elsewhere:
For a long time wool and winter were regarded as
synonymous and Summer was a closed season for
the purchase of knitting materials. To overcome
this obstacle knitting manufacturers and jobbers
brought out a lightyarn and sold it to the public
on its desirability for Summer garments.
In the clock and watch industry Summer was
for many years a period of stagnation. Several
of the progressive concerns in that line have adap-
ted their production to bring out hunters' and
campers' outfits which are in particular demand
during the outing season. People eat less in Sum-
mer— a fact which has borne much grief to man-
ufacturers of food products. To realize what has
been done in this connection to bridge the Sum-
mer gap in business it is only necessary to look
at the newspapers and magazines where food
products specially prepared for the Summer are
advertised widely.
* * *
'T'HEIFE is a graphic lesson in these facts for
the theatreman. They prove decisively that
even though a business appears to be under a
handicap during the warm wTeather it is an easy
matter to reduce the burden of the handicap if a
correct policy is adopted.
Obviously, there is no hope for a concern
which is willing to admit that it is beaten, even
before the commencement of the warm weather.
This is a plain case of surrender and there are no
spoils for the vanquished.
On the other hand, there are big rewards in
sight for the concerns that are willing to put on
a strong campaign to get the Summer business
which can be gotten by an application of proper
methods. We do not mean that costly campaigns
should be put on ; the methods we refer to are more
questions of intelligence and judgment than of
monev.
26
EXHIBITORS HERALD
June 10, 1922
JWARTIN J. QJJIGLEY
PUBLISHER/ & EDITOR
Published every Wednesday by Martin J.
Uuigley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois, (Tele-
phone: Harrison 9248-9249.)
New York Office: 1476 Broadway. (Tele-
phone: Bryant 1368 and Bryant Mil.)
Los Angeles office: 453 South Spring St.,
(Telephone 66U-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Bights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1911.
Vol. XIV.
June 10, 1922
Xo. 24
For Unity
We are not without sympathetic ap-
preciation of the motives and feelings
impelling the New York exhihitor lead-
ers who are dissatisfied with the Motion
Picture Theatre Owners of America and
its president and who, therefore, are
planning a new organization. But we
question strongly the course they are
following.
In the first place, they are not with-
out hlame in permitting the matter of
the association's constitution to drag
along without action until the Wash-
ington convention. This could have
been, and should have been, made an
issue long before the convention. Sec-
ondly, with two organizations in the
field it is unlikely that either will be
able to gain sufficient strength to ac-
complish what should be accomplished,
but the very existence of two organiza-
tions will enable those who seek to im-
pose on the theatre owners to play one
organization against the other in a man-
ner under which the exhibitor cannot
hope to profit.
Internal reformation of the organiza-
tion with the methods in vogue that
were in vogue at Washington is, of
course, impossible. But the exhibitors'
body does strange things durhig con-
vention time and now with the conven-
tion gone by it should be possible from
week to week until next year's meeting
is held to reconstruct and reform and,
thereby, put the organization in the
shape that it should be in.
This is the saner and the better
course. Two organizations in the field
will put back the cause of exhibitor or-
ganization many years just as it did
upon a number of occasions in the past.
The national body is not nearly as im-
portant as proper state organization.
Irrespective of the status of the national
body the state organizations can be
strengthened and developed and in this
way they eventually will compel the
right kind of representation from the
national bodv.
* * *
Get Together
Various exhibitor factions now seem
to be vying with one another in a lively
race to sit in with Mr. Will H. Hays.
There is nothing to be apprehensive
about in this situation except the pos-
sibility that the exhibitors in their fac-
tional strife will pay more attention to
the strife than to the subject matter
that is to be gone over with the repre-
sentative of the producers and distrib-
utors.
It is obvious indeed that Mr. Hays
shall be unable to make satisfactory
progress toward the goal he is endeav-
oring to reach if he is confronted with
several exhibitor factions instead of a
united organization. The exhibitor, of
course, will be a party to any loss that
such a situation brings about. Hence,
the leaders who have made possible the
breach that has come about will have a
lot of explaining to do if the present
plan of cooperation goes adrift.
IN THIS ISSUE
OF SPECIAL INTEREST
How a Woman Exhibitor Makes
It "tin" 28
» RevltVI of "Mj Willi Irish Hose,"
bj Murlin .1. (luiglcy 53
\t;w s OF THE w r.KK
"Prosperity Is Hark" In slogan of
Entire Industry 27
famous Players to Hcopcn Long
Islam! Hiuillo < losed I, list June . 27
\ lien* of Canada )>■ Financial ihiii-
eollles; May Sell Holdings ... 27
t olieti Meets Hays June 12; Ex-
hibitors I rge Secession 29
tiniest Balpman Purchases Lliporllll
Interests in Home 80
\an Prang Denies Humor He Will
desert t oh e u Korccw 31
\i Meatman aad Scaulbera Form
Producl ng- Ills t rihu t i tig l iiit . . .
How land Given Executive Post
first National Organization , . .
39
III
DBF \ HTM ENTS
Pictorial Section 8S
The Week ill New Vnrk 3.S
Money Hailing Ideas Ill
The Theatre 4|
Rfowanlctnree 48
He
51
wiiii the Proceaaion in Lns Angeles 5 1
Public Hights League til
Letters Erom Headers 62
Topics of the Hay 62
What the Picture Did for Me 83
Theatre Equipment 7:1
Touring Nebraska frith H. Em \ 77
t hirago Trade Etcnts 7S
Qnlde to Current Pictures M<|
Re -Takes
J. R. M.
Well, things are picking up.
* * *
Old Man Slump has had to hunt his
corner, and if you listen real sharp, you
can hear Prosperity's tread.
* * *
War News
Indians attacked Jamestown last week,
at the Lasky Ranch, and nearly wiped
out the baked bean supply house. (Note:
They're filming "To Have and To Hold"
with Betty Compton and Bert Lytell.)
* * *
Let 'Em Come
Looks like a big summer for new com-
panies. Already the young sprouts are
appearing on the surface and give prom-
ise of a healthy crop.
* * *
The Wages of Sin
See where the Deputy U. S. District
Attorney of Los Angeles has banned
from U. S. mails the book, "The Sins of
Hollywood," by an unknown author.
He'll probably remain unknown.
* * *
Catching Up
According to the latest scoring, the
district attorneys in pictures are just
eleven pictures ahead of Northwest
Mounted Police. But the Mounties are
giving them an awful run.
* * *
Undoubtedly
Frank Bacon, who tells about driving
a passel of bees across Arizona without
losing one, nightly, in "Lightnin' " says
the makers of "The Four Horsemen"
should have changed that subtitle the
Pennsylvania censors objected to, from
"It's a Boy," to "It's a Republican," and
they'd probably got away with it.
* * *
While old "Pop" Personality was
treated pretty rough at Washington dur-
ing the early stages of the convention,
he came up smiling.
* * *
More Scandal
All the divorce scandals are not in high
society. What with the T. O. C. C. di-
vorcing itself from M. P. T. .O. A. and
the Buffalo boys doing likewise, there's
plentv to worry about.
* * *
But It Don't
This is the season of the year when the
producers discuss "What the public
wants." If the public would only agree
on what it wants evervbodv'd be happy.
* * *
Hokum !
By Dan E. Daily
Everybody likes it. I like it. You
like it. Tt's the director's pal most of the
time. F'instance, if a picture looks like
a flop bring in the sobby stuff. Every
pic. ought to have a sweet kid in it. And
then when pa and ma have separated,
have the kiddo get sick and near rroak.
That gets 'em. And the "papa kiss
mamma" finish always goes good with
a lot of creppy music. Don't forget the
music. It's better than the flag finish to
a hum vaudeville act.
Last week was Hoys' Week. An' we
were celcbratin'. Consequently we're all
in, what with playing "Bill" Thompson.
C hief of Police and traffic cop. it's hard
to get one's mind off the big details and
get down to office work. So overlook
the punk col. this week. That bird who
wrote "Make me a boy again just for
tonight" never went through a Boys
Week
EXHIBITORS HERALD 27
"Prosperity Is Back!" Is
Slogan of Entire Industry
Interview With Adolph Zukor Crystallizes Growing
Optimism in Business — Open Campaign to
Encourage Theatres Remaining Open
Prosperity is back!
This phrase, the keynote of an interview with Adolph Zukor, which
appeared in the June 3 issue of the "Herald," has become the slogan of the
motion picture industry in the past seven days.
Pessimism, the burden under which the business has struggled for more
than a year, has at last given way to optimism. The change is noticeable in
every branch of the industry from the studio to the theatre.
Campaign on to Keep Theatres Open
One of the first concrete examples of the changing front is a concerted
campaign upon the part of producers to encourage theatre owners to keep their
theatres open through the summer. Careful surveys indicate that, with the
exception of a few localities, theatre business will show a steady gain through
the summer months.
r
June 10. 1922
Famous Players- Lasky
Opens Studio in East
Closed Since June \
(Special to Exhibitors Herald)
NEW YORK, May 31— Following his
assertion that better business conditions
were not merely on the way, but are al-
ready here, as detailed in Exhibitors
Herald last week, Adolph Zukor an-
nounces the re-opening of Paramount's
Long Island City studios. These have
been closed since June 13. when all pro-
duction was transferred to the coast.
Work at the Long Island City plant
will commence next Monday, the first
picture to be made there being "Missing
Millions" starring Alice Brady. It is ex-
pected that soon the announcement of
other companies beginning production in
the east will be made.
"Missing Millions" will be directed by
Joseph Henabery who arrived last week
from the coast with his entire production
unit. With Mr. Henabery came Albert
Shelby LeYino. the scenario writer. E.
C. King, long with Paramount, has been
placed by Mr. Zukor in charge of the
studios.
Allen Creditors Meet
At Toronto; Famous
Offers to Buy Chain
(Special to Exhibitors Herald)
TORONTO. OXT., May ->9.— A meet-
ng of the creditors of Jule and J. J.
Allen is scheduled to meet here today.
Recently announcement was made that
he Aliens had made a personal assign-
ment, for the benefit of creditors to G. T.
Ilarkson. tru>tee.
Since the assignment, it is reported that
"anious Players Canadian Corporation
ias offered again to purchase the Allen
'heatrc interests in the Dominion. This
'•ffer probably will be considered by the
reditors today.
A statement issued by the Aliens dis-
losed liabilities of $687,293 and assets of
951, 61S. Inability to meet a Xew York
bligation forced them into assignment,
ic Aliens state.
.eahy New Sales Head
Of Houdini Pictures
(Special to Exhibitors Herald)
XEW YORK, May 31.— William H.
•eahy has been appointed sales manager
>r Houdini Picture Corp.. which is pro-
ucing special feature productions for the
ate right market. Mr. Leahy took up
is new duties this week and is concen-
ating his efforts on the first Houdini
Jcture, "The Man From Beyond," which
i Bd a recent engagement at the Times
quare theatre, where it was presented at
yo-dollar prices.
ritagraph Publicity
Staff Moved to Plant
(Special to Exhibitors Herald)
NEW YORK, May 31.— Vitagraph has
mpleted arrangements for the housing
its entire publicity organization in its
ooklyn studios. The action is taken as
part of a general plan to more closely
ordinate the production and distribution
its.
The company feels that the change will
beneficial in taking up slack that exists
th its publicity department remote from
source of supply.
The campaign is not based on "words"
but on action. Universal Him Manufac-
turing Company took the lead with
doubled barreled announcement that it
was to continue to publish big pictures
through the summer months and simul-
taneously announced "1.000 summer
shows at summer prices" available to
every exhibitor.
Other distributing companies are fol-
lowing with similar announcements —
many along different lines, but all with
the purpose in view of helping the thea-
tre owner make his house a paying propo-
sition through June, July and August.
Many Big Pictures Coming
Almost without exception, distributors
who last summer held up big pictures
with a view of wider bookings in the
Fall admit that they failed to profit by
this plan and they contributed to making
a bad situation, worse.
As a result, it appears now that there
will be a constant supply of big pictures
throughout the warm months which will
compare favorably to the product of tht
last six months.
Meritorious product will be available
in every exchange throughout the sum-
mer. This will include not only feature
length productions, but every variety of
short subjects, as well as serials.
Xor will this condition be limited to
the national exchange systems. Inde-
pendent exchanges are finding a wealth of
"The Paper
TKat Is Read"
EXHIBITORS HERALD,
Chicago, 111.
We think a great deal of
EXHIBITORS HERALD and en-
joy every department of it, espe-
cially the "What The Picture Did
For Me" section, but — we find that
our patrons enjoy it equally as
much, for we have given out some
copies to different regulars and it
isn't an uncommon thing for them
to come back and ask us if we
have any more of these magazines
to give away.
C. L. GERMAN,
Royal theatre,
Bonner Springs, Kan.
product and are preparing to continue
regular releases.
With the attitude that "every picture
is new until it has played your theatre."
distributors too are extending their ef-
forts to give longer booking life to the
best of their features published during
the past twelve months.
Xew prints are being supplied ex-
changes from time to time and stocks
of accessories kept up. Practically every
exchange in the country is able to supply
good prints and paper on any subjects
wanted.
This is proving a boon to the smaller
cities and towns, and is proving well
worth while to the distributing com-
panies.
Interview Creates Comment
The interview with Adolph Zukor,
which appeared exclusively in the Herald,
has created more comment within the in-
dustry than any printed statement in
several years.
"Let this word go out to the entire
industry: Better business conditions are
not merely coming; thev are here." de-
clared Mr. Zukor. "The tide is not
merely turning; it has turned. The year-
old period of depression terminated as
suddenly as it commenced and with its
termination within the past few weeks,
there was ushered in a radical improve-
ment which placed golden opportunity at
the door of the individual and the con-
cern that is now in a position to make
good."
The fact that the Famous Players
Lasky Corporation has production at the
highest point in its history and has
opened its most ambitious advertising
campaign has given conviction and force
to Mr. Zukor's statement.
Kent Off on Series of
Mid- West Sales Meets
(Special to Exhibitors Herald)
XEW YORK, May 31. — A series of
sales conventions throughout the middle
west and extending to the West Coast
will be called by S. R. Kent, general man-
ager of distribution. Famous Players-
Lasky corporation, following the conven-
tion of branch managers, salesmen and
bookers at Albany recently.
Mr. Kent has already Xew York for
the first of these conventions. He will
visit principal cities throughout the west
and on return from his present trip will
go to the West Coast where he will hold
conventions.
28
EXHIBITORS HERALD
June 10, 1922
Is a woman exhibitor a failure? You may answer in the negative after seeing the
Harkness theatre at Clyde, O., operated by Mrs. Fanny Dawley.
Here's Story of How a Woman
Exhibitor Makes It 6 'Go"
Owner of Clyde, O., Theatre Keeps One Jump Ahead of
Her Competitors — Installs Radio
DID you ever hear of a woman exhibitor failing?
There may have been some "exhibitresses" who didn't succeed
in making a motion picture theatre pay, but it would be difficult to
cite a single specific instance. That doesn't mean that every woman could
run a theatre, but it does mean that the woman who, through nerve or
necessity, does tackle the proposition has the gift of making it "go."
TAKE Mrs. Fanny Dawley, of Clyde,
O., for instance.
There is just one motion picture thea-
tre in Clyde, and Mrs. Dawley is its man-
ager. And the
Harkness thea-
tre — that's its
name — is a live
institution. As an
example of Mrs.
D a w 1 e y ' s re-
source! ulness,
take this case as
typical of her
methods.
* * *
Charlie Chaplin
got Mrs. Dawley
into a scrape
some time back.
The M o t h e r s'
Club discussed
Chaplin and the
membership, al-
most to the last
p e r s o n, main-
tained that the comedian "was a bad
thing for the community."
The chief complaint was that Chaplin
was too much of a slap-stick comedian,
that he was "rough" and that Chaplin
pictures set a bad example for the chil-
dren.
"It made me furious at first," said Mrs.
Dawlev, "but I decided that I'd keep my
head and make them like Chaplin. So
I went to the members of the Mothers'
Club and got'a statement from the ladies,
as to why Chaplin was in bad repute with
them. Finally I told them that I wasn't
going to quarrel with them but they were
going to change their minds about Chap-
lin and that they were going to take back
everything they had said about him and
furthermore, like him.
'«] booked 'The Kid.' I advertised the
Mrs. Fanny Dawley
attraction as well as I could, and finally,
opened with it.
"To make a long story short Chaplin
is in good standing in and around Clyde
again. I did just what I said I was going
to do. I made the members of the
Mothers' Club like him and a number of
the ladies have been honest enough to
tell me so."
Chaplin is going to return to Clyde
very soon in "The Idle Class."
A great favorite in Clyde is Charles
Ray.
"The people think he's wonderful,"
said Mrs. Dawley. "I'm to bring him to
the Harkness in 'The Old Swimmin'
Hole.' I won't play him however, until
the swimming season opens for I want
to sort of hook the two together."
Mrs. Dawley is a great believer in tim-
ing pictures to events whenever possible.
"I find that it helps business a whole
lot," she says.
* * *
When the radio hit Northern Ohio,
was Mrs. Dawley asleep at the switch?
Not perceptibly.
Easter Sunday afternoon found Mrs.
Dawley hard at work.
"We've just put in a 'wireless' and
we're trying to 'cut in' on Detroit," she
explained.
"You see we've got to keep up with
the times," she explained. "We've got
the keenest kind of competition over in
Bellevue and Fremont and in order to
keep the people coming to our theatre
we've got to be up-to-date.
Mrs. Dawley has been running the
Harkness theatre in Clyde for six years.
She attributes her success in a great
measure to the fact that she is the
holder of a hirst National sub-franchise
and is accordingly able to present First
National attractions.
Industry Must Merit
High Esteem— Hays
M. P. P. D. A. Head Hits
Censorship in Talk at
Carnegie Institute
(S fecial to Exhibitors Herald)
PITTSBURGH, PA., May 31.— Ad-j
dressing an audience at Carnegie Insti-
tute here Will H. Hays, president of the
Motion Picture Producers and Distribut-
ors of America, spoke frankly about the
industry which he heads, told of its needs
and possibilities and pledged himself and
those with whom he is associated to do
everything possible to realize the great
potentialities of the film.
Business Must Rank High
"This industry shall and must main-
tain its high place in the business world
along with other great industries, offer-
ing enterprising capital a legitimate op-
portunity for profitable investment,
established on a solid foundation, oper-
ated with reasonable economy, and sup-
ported properly as are other great
industries, by the investing public," Mr.
Hays told his audience. "It must and
shall take its very high place in public
estimation, based on its demonstrated
integrity, quality and usefulness."
Clean pictures, Mr. Hays declared he
had been informed, have been the out-
standing financial successes of the past
eighteen months.
People Against Censorship
On the subject of censorship he stated
that "the American public is the real
censor for motion pictures. The people
of this country are against censorship
fundamentally."
The demand for censorship will fail
he declared when the reason for the de-
mand is removed.
"Prosperity is right ahead of us and it
is time to go out and meet it," he also
said. "Let us lay bricks — not throw
them," was his admonition.
Big Field at Second
Annual Spring Golf
Tourney at New York
(Special to Exhibitors Herald)
NEW YORK, May 31.— Eighty-two
golfers were on hand to tee off in the
second Annual Spring Golf Tournament
at the Oak Ridge Golf Club, among
which were Will H. Hays, Carl Laemmle.
R. H. Cochran, Courtland Smith and
numerous other film notables.
When the cards were checked up it
was found that R. A. Morrissey had low
net with a score of 65; low gross went to
Tom Moore with ST and low net runner-
up to J. C. Flinn. Felix Feist was runner-
up on low gross with a score of 73.
Special prize winners were Eddie
White. L. Abrahams, Major Tom Evans,
I. McC.overn. S. 1. Rollo, F. M. Brockell,
J. Ryan, F. A. Beach. Felix Feist, Arthur
Hedlev, S. B. Field. R. A. Morrissey,
Arthur Dillenbeck, James Cron, P. F.
Alden, Arthur S. Kane and Boyce Smith.
More than 100 attended the dinner fol-
lowing. Felix Feist was toast master.
Is Enroute to America
(Special to Exhibitors Herald)
NEW YORK, May 31.— Harry R-
Smith, head of Smith's Film Sales. Ltd.,
representative of Pacific Film Company
abroad, is enroute to America and on his
arrival will go to Culver City to confer
with officials of the company.
June 10. 1922
EXHIBITORS HERALD
29
State Right Market
Dead ? Here's Answer
Meeting Conditions Will Bring
Success, Says Irving
M. Lesser
Irving M. Lesser of Western Pictures
Exploitation Company is a rirm believer
in the future of the independent field.
Tell Mr. Lesser that the state right mar-
ket is dead and he will answer that he
"has succeeded in making a deal or two
that is fairly acceptable."
In a letter to Martin J. Quigley, pub-
lisher of the Herald, Mr. Lesser cites
what might be considered the basis of
success his company has had in marki-
ng its product. He writes:
Must Meet Conditions
"We are firm believers in meeting the
narket conditions and whatever small
imount of success we have enjoyed in the
jicture business is due to our ability to
>e governed by conditions."
The two latest productions placed on
he market by Mr. Lesser's company are:
The Man from Hell's River" and "The
iagebrush Trail " Although a sales drive
as been conducted on these features
nly five weeks, the following contracts
ave been closed:
Many Territories Sold
First National exchange for Greater
lew York and New York State; First
.'ational exchange for New Jersey; East-
rn Film Corporation for New England:
tandard Film Service for Ohio. Western
ennsylvania. Kentucky and Michigan;
pecialty Film Company for Texas,
'klahoma and Arkansas; Mid-West Dis-
puting Corporation for Wisconsin:
ontenelle Feature Film Company for
Jwa and Nebraska; A. H. Blank Enter-
ises for Kansas and Western Missouri;
iberty Theatres Corporation for Utah,
.'^yoming. Colorado and New Mexico:
e Luxe Feature Film Company for Ore-
)n. Washington, Idaho and Montana;
II Star Feature Distributors for Califor-
a. Nevada, Arizona and Hawaiian
lands, and A. H. Lieber Company for
■diana.
layer on Way East to
Meet With Associates
Louis B. Mayer, independent producer,
ssed through Chicago enroute to New
)rk for a business conference with his
sociate and counsel. J. Robert Rubin,
d his sales manager, Paul C. Mooney.
ith John M. Stahl, Fred Niblo and
■ginald Barker now heading production
■its under his banner, Mr. Mayer stands
Jt as one of the leading independent
Inducers in the industry.
His arrival in New York will be virtu-
:y co-incident with First National1*
Ibhcation of his latest John M. Stahl
tering, "One Clear Call."
Universal City Scene
Of Activity by Chaplin
(Special to Exhibitors Herald)
-OS ANGELES, May 31. -Charlie
Saplin is working at Universal Citv.
*ere he has leased space and numerous
)ther outside companies producing at
^'versal City include the Irving Cum-
?'fs Productions, Campbell comedies.
JVbst Productions, Phil Goldstone Pro-
p f,'°ns Warner Brothers, "Broncho
c Anderson and Sunset Productions.
Cohen Meets Hays June 12;
Exhibitors Urge Secession
O'Reilly Faction Working in Upper New York State
Organizing Two Units Modeled After Plan
of Chamber of Commerce
(Special to Exhibitors Herald)
NEW YORK, May 31. — The ultimate relationship between the organized
exhibitor on the one hand and the producer and distributor on the other, and
the future existence of the M. P. T. O. A., are affected by two developments
of the past week in exhibitor circles here.
President Sydney S. Cohen of the national association, has announced
definitely that he, with members of the board of directors, will confer with
Will H. Hays, president of the M. P. P D. A., on June 12. It is hoped that
at this time a program of cooperation between the two factors may be adopted
and adhered to.
Exhibitors Urge Break With M. P. T. O. A.
The breach between factions of New* York exhibitors, which developed
just prior to the Washington convention, seems to have widened. That the
reported action of the exhibitors of Western New .York in urging the state
league to secede from the national organization may influence the policies of
other state leagues and tend to narrow the scope of the M. P. T. O. A., is
possible, although no concerted action of this nature is forecast.
There are strained relations between Michaels of the Regent theatre, Buffalo,
the national administration and organized
exhibitors in other states. At the Wash-
ington conclave, Wil-
lard C. Patterson stated
emphatically that
Georgia was through
with the M. P. T. O. A.
Whether or not Patter-
son will be upheld in
his attitude may be de-
cided at the convention
of Georgia exhibitors at
Atlanta on June 0. A
break between Kansas
and the Cohen forces also had been ru-
mored, but it is understood that Presi-
dent M. Van Praag has denied this.
Berman in Upper N. Y.
In the action of the exhibitors of West-
ern New York, taken at a meeting in
Buffalo last week, is seen the first move
on the part of Charles L. O'Reilly, Sam-
uel I. Berman and other metropolitan
theatre men to organize branches of a
S. I. Berman
BANQUET FOR WALKER
The Theatre Owners Chamber of
Commerce will hold a testimonial
dinner for Senator James J. Walker,
in recognition of his services to the
organization, on June 19. at the
Plaza Hotel.
was selected to succeed Smith.
Cohen Not Interested
President Cohen of the national asso-
ciation has given little or no attention to
the activities of the secessionists, at least
to no visible degree. At the present time
he is devoting his efforts to plans for the
Hays conference, to be held in the lat-
ter's office. Comprising the Cohen con-
tingent at the conference will be A. R.
Pramer of Nebraska; W. A. Steffes of
Minnesota; M. E. Comerfcrd of Pennsyl-
vania; W. D. Burford of Illinois; Claud
E. Cady of Michigan; W. A. True of
Connecticut; H. B. Varner of North Car-
olina; E. M. Fay of Rhode Island; G. G.
Schmidt of Indiana; I. W. McMahan of
Ohio; A. Julian Brylawski of District of
Columbia, and R. F. Woodhull.
Functioning under powers granted by
the constitution of the M. P. T. O. A.,
President Cohen has appointed the fol-
lowing members at large of the executive
committee: J. C. Ritter of Miciiigan; L.
J. Dittmar of Kentucky; Harry Davis of
Pennsylvania; C. E. Whiteburst of Mary-
land, and Jacob Lourie of Massachusetts.
new national association throughout the
country, with the Theatre Owners Cham-
ber of Commerce as a model.
Berman has been working in Upper
New York State forming two units on
the T. O. C. C. plan.
The Buffr.lo meeting was called by
Howard Smith, head of the Northwestern
exhibitors, for the purpose of creating an
up-state organization to work with the
M. P. T. O. A., according to an announce-
ment issued from the offices of O'Reilly.
The O'Reilly statement further said that
following adoption of resolutions request-
ing the state organization to withdraw
from the national association, and en-
dorsing the state officials in their effort
to keep the New York league a solid
unit. President Smith resigned. Jules
World Premiere at
Lyric Theatre for
Fox Picture "Nero"
(Special to Exhibitors Herald)
NEW YORK, May 31.— An event of
unusual importance was the premier pres-
entation at the Lyric theatre of "Nero,"
the latest W'illiam Fox special, which was
made in Italy. Interest in the production
is heightened by the fact that it is the
first time that an American producing
company has attempted, on a large scale,
to make a picture in a European country
using American methods and employing
both American and European players.
"Nero," was directed by J. Gor-
don Edwards, from a story by Charles
Sarver and Virginia Tracy. The cast in-
cludes, Jacques Gretillat, of the Theatre
Odeon, Paris, in the title role; Paulette
Duval, Alexander Salvini, Edy Darclea,
Violet Mersereau and other well-known
Italian, French and Russian players.
30
EXHIBITORS HERALD
June 10, 1922
Shipman Buys Luponni Interest
in Rome Producing Unit
American Film Man Holds Equal Share in Company With
President Stame of Ultra
(Special to Exhibitors Herald)
NEW YORK, May 31. — The large financial interest held by Luporini
Brothers in the production and studio activities of Ultra Company
of Rome, Italy, has been purchased by Ernest Shipman, who now
will hold an equal interest with Dr. Francesco Stame, president and guid-
ing spirit of Ultra.
THE contracts cover a series of pro-
ductions to be made from the novels
of F. Marion Crawford. The first story,
"Sant Ilario," has been completed under
the direction of Henry Kolker and ar-
rangements will be made soon for a fall
distribution.
* * *
The contract with Ultra calls for an
average of four productions a year for a
five-year period, and carries exclusive
control of all American or Italian film
activities in Italy in which either the
Ultra or Ernest Shipman are concerned.
The second production, in all probabil-
ity, will be Crawford's "The Diva's
Ruby," for which the director and tech-
nical force again will be selected from
American experts.
Mr. Shipman has retained an interest in
the Italian Biblical spectacle, "After Six
Days," which will be exploited by Weiss
Brothers.
* * *
Riccardo Pizzi, banker of Rome and
financially interested in a number of
Italian producing units, represented the
Ultra and other interests in negotiating
these deals with Ernest Shipman in which
a considerable amount of money was in-
volved.
special, will be shown at the Strand thea-
tre on Broadway beginning June 4.
Mary Pickford Heads
Salvation Army Drive
(Special to Exhibitors Herald)
LOS ANGELES, May 31.— In the big-
gest and most intensive campaign for
funds ever conducted by the Salvation
Army in Los Angeles, Mary Pickford is
taking an active part as head of the com-
mittee appointed to make a canvass of
motion picture studios in Southern Cali-
fornia.
Despite the fact that she is in the midst
of producing and starring in a revival of
"Tess of the Storm Country," for publi-
cation this fall through United Artists
Corporation, the star is devoting a great
deal of her time to the campaign.
Carewe Film at Strand
(Special to Exhibitors Herald)
NEW YORK, May 31.— "I Am the
Law." the Edwin Carewe independent
Slow Burning Film Is
Urged by Association
(Special to Exhibitors Herald)
ATLANTIC CITY, N. J., May 31.—
A plank in the platform adopted at the
twenty-sixth annual convention of the
National Fire Protection Association
recommends the ultimate substitution in
the manufacture and use of motion pic-
tures of the slow burning type in place of
the nitro-cellulose film.
Citizens and Brazil
Theatres Company End
Contest for Sourwine
(Special to Exhibitors Herald)
BRAZIL, IND., May 31 —A long con-
test for the possession of the Sourwine
theatre ended when the Brazil Theatres
company, composed of S. M. Grimes,
Robert Kidd, and Mrs. A. D. Davis, sold
their lease and equipment to Dr. T. A.
Walsh of the Citizens Theatre company,
and retired from business.
The Brazil Theatres company held a
lease on the Sourwine theatre. The lease
was made by Dr. J. D. Sourwine, who
was owner of the theatre at the time of
his death. After his death the Sourwine
heirs sold the theatre building, with the
adjoining property and apartments, to
the Citizens Theatre company. The lat-
ter company attempted to obtain control
of the place at the expiration of the lease.
The Brazil Theatres company insisted on
keeping control on the strength of a three-
year extension clause. Members of the
Citizens Theatre company forced their
way into the theatre building and seized
the building.
Injunction proceedings were instituted
by the Brazil Theatres company and the
new company was expelled. The matter
was in the courts for damages and ad-
justments of rents when a settlement was
made.
Male Chorus Features
Warner Presentation
(Special to Exhibitors Herald)
NEW YORK, May 31.— An enterpris
ing promotional campaign on Warnei
Brothers' "Your Best Friend" is an
nounced by Screenart Pictures Corpor-
ation of Boston, holding the New Eng •
land rights on the picture. The feature
starring Vera Gordon, will have an in
definite run at the Tremont-Temple ii
Providence. A feature of the presenta
tion will be a male chorus of thirty-sb
voices under the personal direction o
John E. Ekeberg.
ERNEST SHIPMAN (Center) buys interest of Luporini Brothers in Ultra Company of Rome. The American film man wil
hold an equal interest with Dr. Francesco Stame (left), president of the company. Riccardo Pizzi, Rome banker, representi
Ultra in the transaction.
June 10. 1922
EXHIBITORS HERALD
31
Van Praag Denies Rumor He
Is to Desert Cohen Forces
Future Policy of Kansas League to Be Dedicated at
Meeting This Week of Executive Body
of State Organization
(Special to Exhibitors Herald)
KANSAS CITY, MO.. May 31. — An ordinary notice, announcing the
meeting of the executive committee of the M. P. T. O. of Kansas at the Hotel
Baltimore next week, bears no indication of the importance attached to this
gathering. The future policy of the Kansas organization not only will be
decided at this meeting, but the relationship of that body with the national
organization may be determined.
It is rumored persistently that the M. P. T. O. of Kansas is contemplating
a break with the national body. This, however. M. Van Praag. president of
the Kansas exhibitors and corresponding secretary of the national body, vigor-
ously has denied, asserting that the Kansas league will remain loyal to the end.
But the affiliation with the national organization is but one phase of the docket
for the meeting.
Many Important Questions to Be Considered
The future operating policy, pertaining to the installation of a paid execu-
tive business manager, the announcement of a plan to raise funds for the
national quota, the placing of a paid representative in the territory in the
interest of "Movie Chats. and the submission of the name of R. G. Liggett
of the Gauntier theatre. Kansas City, Kan., as national delegate — these ques-
tions— will be definitely settled before the executive committee of the Kansas
organization adjourns.
Famous Players- Lasky
District Men in Meet:
Forecast Biggest Year
(Special to Exhibitors Herald)
ALBANY. X. Y.. May 31.— The sales
force of the New York district of Fam-
ous Players-Lasky Corporation held a
convention at the Ten Eyck Hotel, Al-
bany, on May 23, which was attended by
S. R. Kent, John Clark, Harry Ballance,
Hal Hodes and Henry Salsbury, from
the home office ; Harry Buxbaum, New
York district manager, as well as the
three branch managers, Harry Danto.
New York exchange, Allan Moritz, Buf-
falo exchange, and N. W. Kempner, Al-
bany exchange, together with fifty sales-
men from the New York, Albany and
Buffalo exchanges.
The convention was considered par-
ticularly successful. Conditions in the
territory of each salesman were analyzed
and the belief was expressed that the
coming year would undoubtedly be one
of the biggest Paramount years ever
experienced.
Miller's Theatre Books
New Sennett Photoplay
(Special to Exhibitors Herald)
LOS ANGELES, May 31.— The new
Mack Sennett production "The Cross-
roads of New York" being published by
First National, has been booked for an
indefinite run at Miller's theatre, Los
Angeles. It is said to be meeting with
much success at the Capitol theatre. New
York.
The picture has an all star cast in-
cluding Noah Beery, Ethel Grey Terry.
Dot Farley, Eddie Gribbon. Billy Bevan.
Mildred June and Jim Finlayson.
Views Galveston, Tex.,
As a Producing Center
(Special to Exhibitors Herald)
GALVESTON, TEX., May 31.— Pos-
sibilities that Galveston may become a
motion picture producing center are seen
in the visit here of Albert W. Hale, di-
rector, who is filming scenes of a bathing
girl revue at the beachfront to be used
in a photoplay. Following completion of
the work Mr. Hale will investigate the
city with a view to producing other pic-
tures for which he has contracts here.
No Luck! Brady Pearls
Were Only Imitations
(Special to Exhibitors Herald)
NEW YORK, May 31.— According to
a cable from Berlin, William A. Brady
and his wife, Grace George, have been
the victims of thieves since their arrival
in the German city. Clothes and furs
valued at $3,000 were stolen, along with a
pearl necklace. The latter, however,
proved to be only imitation.
Invents Process for
Printing Colored Film
\\ ord has reached this country from
, Tokyo that a young Japanese inventor
; has perfected a process for printing films
in natural colors. Twelve chemicals arc-
used, it is said, in bringing out the colors.
A definite attitude toward United Art-
ists also will be established at the meet-
ing. Virtually all the leading film
companies, with the exception of United
Artists, have agreed to refrain from renting
film to non-theatrical institutions in Kan-
sas, according to Mr. Van Praag. From
United Artists no reply has come, al-
though several Kansas exhibitors have
consented to book United Artists' prod-
ucts, but without the sanction of the state
organization. A definite decision will be
made on this matter.
Now Operate Sunday
Sunday closing turmoils have sunken
into obscurity in the Sunflower state.
Any exhibitor who desires to do so can
now operate on Sunday. Therefore, the
M. P. T. O. K is letting well enough alone
and directing its attention to more im-
portant matters — the development of the
state organization under the proposed
business manager plan, the establishment
of harmony within the ranks, from the
smallest exhibitor in the "Lamp Light"
circuit to the manager of the larger first
run houses.
The recent coal strike in Kansas has
hit many exhibitors hard. Some have
been forced out of business, while others
have stuck to the ship and battled against
seemingly unconquerable odds.
Gets Free Service
A good example of the attitude of the
Kansas City Universal exchange, of which
"Curley" Calvert is manager, can be
gained from the following letter from
lames Hershman. a Pittsburg, Kan., ex-
hibitor, who was hard pressed as a result
of the coal strike:
"Dear Mr. Calvert:
I want to thank you. Mr. Calvert, in
giving me two Harry Carey pictures for
the 21 and 22. Business is falling off
everv dav, due to the long strike in our
district and I certainly am grateful for
any favors extended to us from the film
companies. During the ten years we have
used Universals we have found Universal
willing to help the small town exhibitor
out in time of need. Many thanks.
(Signed) James Hershman."
Georgia Call
Arouses Interest
(Special to Exhibitors Herald)
ATLANTA. GA., May 31. — A meeting
of Georgia exhibitors has been called for
June 6. National interest is centered in
this convention because of the statement
of Willard C. Patterson before the Wash-
ington conclave that Georgia was through
with the national organization. Whether
or not the break with the M. P. T. O. A.
will become permanent is not known.
Ask Hays to Speak
at N. J. Conclave
(Special to Exhibitors Herald)
NEW YORK, May 31.— Will H. Hays,
president of the M. P. P. D. A., has been
invited to address the annual convention
of the Motion Picture Theatre Owners
of New Jersey at the Alamac hotel, Lake
Hopatcoi.g. the latter part of June. The
sessions will be held on June 20 to 23.
Censors Attack News
Reel Showing Peggy
(Special to Exhibitors Herald)
COLUMBUS, O.. May 31— It has
been learned that the censors here have
used their shears on news pictures show-
ing Peggy Joyce. The board has put a
ban on any and all pictures showing the
former chorus girl.
Suit Asks Return of
Sherman's Playhouse
(Special to Exhibitors Herald)
DES MOINES, IA.. May 31.— Elbert
and Getchel have filed a suit in the
municipal court asking for the return of
the Sherman theatre, alleging that the
defendants. Harry Sherman and Allen,
have not paid the rent due the plaintiffs.
32 EXHIBITORS HERALD Tune 10, 1922
'i.l l :.i;IM:.IiH!l'k .1.: !'■ ' ! 1 ' ■ : im :-| ..1.: 1 . 1 ,;Ti.. ■: 1 -1:: 1,1. .1, : ! m. ' ■ : : 1 1 1 . 1 . 1 1 : 1 1 r- 1; 1 1 1 1 : 1 1 in : 1 1 . ■ 1 ■. 1 . 1 . 1 ■ i 1 1 ll .1 1 ,11 : 1 ri 1 [ 1 1 1 1 ■ 1 ! 1 1 1 ■ 1 ■ I . : : il1 ri:..ni lir I r :ii .lmiiiiii 11 1 ■ n 1 1 1 : 1 ■ 1 1 1 . 1 1 1 1 1 : 1 ! 1 ■ h 1 . 1 1 k 1 , 1 in. 11 1 ri U!l :
ANNOUNCEMENT:
The Annual Studio
and Anniversary Number
—of—
EXHIBITORS HERALD
will be issued under
date of June 24th
HIS number will afford
Exhibitors the equiv-
! alent of a personal
tour of the Studios of America
and will be an issue of absorb-
ing interest to entire industry.
ADVERTISING FORMS CLOSE:
CHICAGO: NEW YORK: LOS ANGELES:
Monday, June 12 Saturday, June 10 Thursday, June 8
faiuimimiiiiimiiimiMiuinniiiMiniim*
Tune 10. 1922 EXHIBITORS HERALD 33
Film Xews
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of June 10
Stories Told
by
the Camera
Pity poor Doris — or her secretary. The little R-C come-
dienne, upon her return recently from a month's vaca-
tion, found an accumulation of 1,218 letters from fans.
Miss May appears rather upset. How must her secre-
tary feel !
They say a radio supplied atmospheric music during
production of Florence Vidor's Associated Exhibitors
film, "The Real Adventure." Not this radio, however, for
this is the star and King Vidor at their Coast home
listening in on an opera performance.
Lloyd Hamilton, Educational-Mer-
maid star, "released" after spend-
ing "time" in Sing Sing. Yes, he
was the guest of Warden Lewis
Lawes of the N. Y. prison.
Pauline Starke and another mem-
ber of the cast of "My Wild Irish
Rose," the new Vitagraph special,
tell secrets while waiting for the
director. Review on page 53.
If more clergymen visited the
studios we might not have censor-
ship. This is Rev. W. M. Cart-
wright, Australian evangelist, visit-
ing Sylvia Breamer on Lasky lot.
34
EXHIBITORS HERALD
June 10. 1922
Signs of the times. The swimming (?) season is in full swing again on the
Mack Sennett lot. The comedy impresario herewith presents three of his
most striking bathing beauties, left to right, Ceceil Evans, Dotty Beale and
Marion Nixon.
Training to be a director. Julius Laemmle, son of Carl Laemmle, president
of Universal, recently gave the young woman in the picture a test at the
Rothacker studio. H. H. Zehner, standing on the sidelines, says Julius shows
promise as a wielder of the megaphone.
Mary Anderson, lead in Moros-
co's "The Half Breed" (First Na-
tional), is making personal ap-
pearances over the Loew Circuit.
A little studio gossip indulged in by four Paramount
"peaches." Reading from left to right in the picture
they are: Lila Lee, Anna Q. Niltton, Lois Wilson and
May McAvoy.
Buster Keaton "grew up" at the wheel. He has been
a motor enthusiast since the days of long stockings and
knickerbockers. His current First National film is "My
Wife's Relations."
EXHIBITORS HERALD
35
Alan D. Marr appointed assistant
general manager, Arthur S. Kane
Pictures Corp. by General Man-
ager John C. Ragland.
Edwin Carewe's "I am the Law," opens at Mark Strand theatre, New York,
June 4. This mammoth sign is part of exploitation drive put behind the picture
by President C. C. Burr of Affiliated Distributors.
A new picture of Anita Stew-
art, now appearing in "The
Woman He Married," First
National Film.
Fred Caldwell, director of
"Night Life in Hollywood,"
is member of new producing
unit, De Luxe Film Company.
Kid days, Washed once a week with the
laundry and hung on the line to dry.
From a scene in latest Mack Sennett
comedy, "Oh! Daddy!"
Eddie Horton, Kinema organist, and the five manuel Robert Morton
organ installed in the Los Angeles theatre. It U one of the largest
orchestral organs in the world.
Teeing off. May McAvoy, Paramount star,
and "Pal," the famous screen dog whom the
star has trained to caddy.
36
EXHIBITORS HERALD
June 10, 1922
Owen Moore and support — Kath-
ryn Prrry and Majorie Daw — in
hit latest attraction for Selznick,
"A Previous Engagement."
It was a busy day for Bebe Daniels when William T. Tilden, 2nd., world's
tennis champion, and Vincent Richards, the youthful phenom, visited the
Lasky lot en route to Frisco. Here Tilden is shown serenading the Para-
mount star while Richards keeps the camera grinding.
Tune 10, 1922
EXHIBITORS HERALD
37
Caught unawares. Louis B.
Mayer ind Fred Niblo talk-
ing over a scene in a forth-
coming First National attrac-
tion. Niblo signed recently to
produce his pictures under
the banner of Louis B. Mayer.
Russell A. Muth has narrow
escape from death while fly-
ing over Vesuvius talcing
photographs for Fox Film
Corporation. The machine
was sucked down toward the
crater. Muth jumped, re-
ceiving painful injuries. The
machine was smashed to
bits, the pilot being seriously
injured.
Eille Norwood who portrays
Sir Arthur Conan Doyle's
famous character of Sherlock
Holmes in the series of twelve
two reel pictures which Edu-
cational is distributing. The
subjects will be published two
a month beginning early in
June. "The Devil's Foot" is
the initial film.
"Jimmy" Diamond, Hugo Ballin's cameraman,
takes a few moments off between scenes to
instruct Mabel Ballin in the "ins and outs" of
"shooting." Certainly the star is an adept
student.
Jackie Coogan all dressed up.
A scene in his next attrac-
tion, "Oliver Twist."
Home of Famous Players Film Company, Ltd.,
and Famous Lasky Film Service, Ltd., London,
decorated for the tenth anniversary of Para-
mount pictures. British and American flags
were used.
Evelyn Greeley sails to appear
in features for Hollandia
Film Company in Holland.
Photo by Ira L. Hill.
38
EXHIBITORS HERALD
June 10. 1922
THERE is weeping and wailing and
gnashing of teeth at the A. M. P. A.
Jerry Beatty has went away from here. No
more will the lithe and lissome form of the
vice-president arise at the Thursday lunch-
eon and charm the members into breathless
suspense as with Ciceronian oratory he
commands Botsford to make the report of
the entertainment committee, or whatever
committee report the silver tongued V. P.
is making via Botsford.
Jerry has went ! He wented on the Cen-
tury on Tuesday. And with him went Mrs.
Jerry, the little Jerrys, all the household
gods and goddesses, the family sedan.
Jerry's bag of golf clubs, and the golf ball
with which Jerry has defeated Paul Gulick
so many times during the past year. This
is the same ball with which Jerry didn't
win the tournament last Thursday. It is
frayed around the edges and dented here
and there in spots, but Gulick says, with
Jerry playing it, it is good for the remain-
der of the season.
And Jerry has went. But there is a rift
in the dark clouds of absence. Jerry has
promised to climb to the apex of the high-
est hill in the vicinity of Hollywood each
Thursday at 1 p. m., face the East and send
a psychic message to the Ampas gathered
at luncheon at the Cafe Boulevard. Tom
Wiley has been appointed a committee of
<>ne to ascertain if there is a flagpole on
the top of the building in which the cafe
is located, and if so, he is to climb it each
Thursday and receive Jerry's message.
So Jerry has went.
* * *
And they gave Jerry something to take
with him. At the session of the A. M. P.
V last week Glenn Alldine and Horace
Judge were named as a committee to se-
cure a suitable souvenir to present to Jerry
as a token of remembrance. The selection
was a handsome hand-wrought copper cig-
arette box to tepose on Jerry's desk. On
the lid is engraved Jerry's initials, and on
the outside of the lid is the inscription:
• Hurry Back, Jerry. A. M. P. A., 1922."
The presentation was made just prior to
ferry's departure.
* * *
Martha Wilchinski, who helps Bessie
Mack write pretty pieces for the papers
about the Capitol theatre, has been so urged
by the muse that recently she burst into
song. Here is the result. And when you
try it on your piano, saxophone or uke,
please observe these directions— it is to be
sung bv an ingenue in rompers, golden
curls, centre, down stage, blue footlights
and a babv spotlight from above. If you
don't do it this way you won't get the
proper effect. Now for the burst :
Oh, please let our film stars alone.
They never did you any haa-r-m.
They say Holloywood
Isn't any darn good,
Hut its' really as pure as a fa-a-r-m:
Whenever they need a new scandal.
They pick on a star who's well known;
I ask on my kncc»
(On lnhalf of the Chamher of ( ommerce of
Los Angeles, the Motion Picture Theatre
Owners of America, and the National Asso-
ciation of the Motion Picture Industry),
Please let our film stars alone.
* * ♦
Kwak Lewis, energetic director of good
pictures, accompanied by his charming but
equally energetic wife, sailed Saturday on
the Orduna for Hamburg, on the first stage
<t ;i long trip a round the world. They will
Spend considerable time in Berlin, Paris
and London, mostly on pleasure and recrea-
tion but incidentally making a study of
film conditions. They will return late in the
fall by way of the Orient.
* * *
Just before sailing Mr. Lewis sallied
forth from his apartments at the Claridge,
purchased himself a nice new shave and
haircut and after a peep in the mirror de-
cided that a new straw hat would enhance
his pulchritude. So to a hat store. But
one hat could he find that suited his par-
ticular style of beauty, and unfortunately
this one was too small. After walking
around Mr. Lewis and surveying him from
all sides the clerk suggested that if the di-
rector would have his hair cut the hat
would fit. Said Mr. Lewis :
"Now maybe that's'a good idea. I just
had my hair cut, but you hold this hat for
me until I get it cut again."
As he started out of the store, the clerk
asked: "When will you call for it?"
"Some time late this fall," replied Mr.
Lewis. "I am just sailing on a trip around
the world, and I will have my hair cut to
fit this hat immediately on my return."
Horace Judge, of First National, is again
able to sleep o' nights. The trained toads
which guard the vegetation in his garden
have returned to work after having been
out on strike since the advent of the day-
light saving schedule. Said Mr. Judge :
"The labor troubles at my place are all
over and the strike is off. I had to use
coercive methods but desperate cases re-
quire desperate remedies. I tried to reason
with those toads and even offered to give
them extra time off on Saturdays and holi-
days but all such overtures were scorned.
Finally I threatened to bring in some non-
union toads to scab the job and they came
to their senses."
* * *
Tack Meador has returned from the
coast. Daily Messages from the Metro
publicist began reaching the home offices
last Thursday announcing that he was "ar-
riving safely."
* * *
LoVjis Auerbach-, of Export and Import,
has gone to the coast for a conference with
William N. Selig. He will be gone sev-
eral weeks.
* * *
Edgar D. Adams, head cutter for Inter-
national Film Service Company, creators
of Cosmopolitan Productions, was married
Sunday, May 21, to Miss Mary McArdcll.
Eddy's host of friends in the film industry-
are extending him their well wishes.
* * *
O. O. Dull, assistant director to Frank
Borzage of Cosmopolitan Productions,
travelled from Banff, Canada, to Venice.
Cal.. and was married to Velma Lefler, a
Venice, Cal., society girl.
* * *
At the regular meeting of the Theatre
Owners' Chamber of Commerce held on
May 83rd, 1022. Board of Directors an-
nounced the engagement of Senator J. J.
Walker as counsel of T. O. C. C. In rec-
ognition of the invaluable service which
the Senator has rendered to the exhibitors
of the country and particularly to the ex-
hibitors of the State and City of New York,
a testimonial dinner will be tendered him
by the T. O. C. C. to be held on June 10th,
I!i:.'2. at the Plaza hotel.
John S. Spargo.
Nathan Hirsch
A Few Pertinent Facts
About the President
of Ay won Film Corp.
FIFTEEN years ago when Nathan
Hirsch, now president of Aywon Film
Corporation, rented a little store room
at 125th street and Lenox avenue, New
York, and started his first nickleodeon,
motion pictures didn't look like much of
a business. However, the nickels which
rolled into the box office totaled such an
interesting sum as to attract a buyer
for the venture, Mr. Hirsch sold out at a
goodly profit. This profit looked so good
that he decided opening and selling
nickleodeons as a regular business. So
for the next couple of years that's what
he did. In all he started and sold close
to fifty of the forbears of the popular
motion picture theatres of today. Then
for a couple of more years he built and
sold bigger theatres, some of them as
large as GOO seat houses.
Ten years ago he decided that the pro-
ducing and distributing field offered
greater possibilities than building picture
houses so he organized a film company
and as an independent, started out to buck
the then strong General Films Company,
which at that time practically controlled
the industry. He has remained in the
independent field ever since and says he
will as long as he is in the business,
his Aywon company being quite an im-
portant factor in the estimation of state
right buyers.
"It was a great business in the old
days," said Mr. Hirsch. "We didn't have
many of the problems which now con-
front the exhibitor, although we had oth-
ers which were about as troublesome
The chief one was to get the general
public to believe that picture shows were
lit places to go to.
"To get into the picture business >»
those days we simply found a vacant
store building, changed the front, went
down to Vitagraph offices and rented a
machine and some film and started busi-
ness. We used to pay $65 per week for
rent of the machine and ati operator to
handle it.
tor to
June 10, 1922
EXHIBITORS HERALD
39
AL LICHTMAN is head of the distrib-
uting unit of the new organization just
formed in association with Ben Schul-
berg.
Theatre Under Way
May Be Torn Down
To Satisfy Claims
(Special to lixhibitors Herald)
EVANSVILLE. IXD.. May 31.—
Stockholders in the new Vendomc The-
atre Company, the building for which is
still under construction, have filed
through their attorney, William C. Wel-
born. suits aggregating $2.5,000 in claims.
Defendants in the action include C.
Howard Battin, Evansville banker; D.
A. Cadick, Grandview capitalist and
others.
A receiver was appointed for the
theatre in March as a result of claims
amounting to $130,000 filed by creditors.
Creditors told Probate Judge Lock-
year that the theatre would probably
have to be torn down to pay off the
claims. The first four suits filed against
owners charged that Mr. Battin, Mr.
Cadick, Jacob Forsythe, cashier of the
Grandview, Ind., bank: Jacob Handels-
man and Jacob Trinz, Chicago theatrical
men, and Edgar C. Smith and Samuel
Levin, promoters, "colluded and con-
spired" to sell worthless stock in tin-
enterprise.
Rothacker May Film
Book by Conan Doyle
Sir Arthur Conan Doyle, noted author
and lecturer, conferred with Watterson
R. Rothacker in Chicago recently regard-
ing the filming of one of his books, mo-
tion picture rights to which Mr. Roth-
acker has purchased.
- An impromptu motion picture show in
the Doyle suite at the Blackstonc hotel
was arranged by Mr. Rothacker, at which
Sir Arthur, Lady Doyle and the three
Doyle children viewed examples of the
progress of the American photoplay art.
Sir Arthur and Mr. Rothacker will con-
er further in London next summer re-
garding the filming of the book.
Lichtman, Schulberg Form
Prod ucing-Distribu ting Unit
"Territorial Partners" Will Handle Product of
Company — Initial Feature for Publication
Will Be "Rich Men's Wives"
(Special to Exhibitors Herald)
NEW YORK, May 31. — Signs of renewed prosperity in the motion
picture industry are given confirmation in the announcement just made of the
formation of a new national producing and distributing organization by Al
Lichtman and Ben Schulberg.
Al Lichtman Corporation will direct distribution of the product, while
Preferred Pictures, Inc., the Schulberg unit which has been making Katherine
MacDonald pictures, will continue as the production branch of the organization.
( Hher independent product, however, will be distributed by the company.
"Territorial Partners" to Distribute Films
Physical distribution will be handled through "territorial partners" estab-
lished as Al Lichtman exchanges. The plan, company executives believe, will
prove economical and desirable from many other angles. Although identity
of the "territorial partners" has not been announced, it is stated that a number
of the men who will operate these exchanges are owners of some of the largest
theatres in the country.
activities. Work has commenced on the
first picture, "Rich Men's Wives," an
original story by Frank Dazey and
Agnes Christine Johnson. This is the
first of a series of Gasnier attractions
which arc to be filmed by the producer
of "Kismet" and other productions.
Some of the subsequent publications
already arranged for are: "Ching Ching
Chinaman," a 1917 prize story by Wil-
bur Daniel Steele; "Are You a Failure?"
written especially for the screen by
Larry Evans, and also to be produced as
a stage play in the near future; "A Bird
in a Gilded Cage," based on the old song
of that name, adapted by Arthur J.
Lamb; "Poor Men's Wives," which is a
sequel to "Rich Men's Wives"; "When
a Woman Marries," an engrossing pic-
turization of present-day life and its
manifold problems.
Must Deliver "Goods"
Concerning his "territorial partner"
plan of distribution, Mr. Lichtman said:
"We know from many years' experi-
ence that promises do not pay rent and
that without the good will of all the ex-
hibitors, and in fact the whole industry,
no enterprise can succeed. In plain un-
adulterated English, the success of our
plan depends entirely upon our ability to
deliver the goods."
Formerly with Paramount
The careers of both Mr. Lichtman
and Mr. Schulberg are well known in the
industry. For a number of years Mr.
Lichtman was a high executive in Fa-
mous Players-Lasky Corporation, re-
signing as general manager of distribu-
tion in 1921. At that time he intended
to enter business for himself, but instead
accepted a position to manage the dis-
tribution of Associated Producers.
Mr. Schulberg came from the jour-
nalistic field into the industry. In suc-
cession he has been with the old Rex
Company, Famous Players Film Com-
pany, Paramount, United Artists and
now Preferred Pictures.
Takes Over Studio
(Special to Exhibitors Herald)
LOS ANGELES, May 31.— Metropoli-
tan Productions, Inc., has taken over the
Brentwood studios to make five-reel
dramas starring H. B. Warner.
Mr. Lichtman, regarded as one of the
most astute distribution experts in the
industry, will have charge of that phase
of the organization, while Mr. Schulberg
will continue to direct the production
activities of Preferred Pictures. J. G.
Bachmann, a lifelong friend of both
men and an associate of Mr. Schulberg
in the production of the MacDonald pic-
tures, will be treasurer of both com-
panies. Formation of the organization
fulfills a lifelong ambition of both Mr.
Litchtman and Mr. Schulberg to be
partners in their own company.
Produces at Mayer Plant
Preferred pictures are to be produced
in the Louis B. Mayer Studios and Mr.
Schulberg has permanently located in
Los Angeles in order to maintain his
personal supervision over all production
BEN SCHULBERG is associated with
Al Lichtman in a new distributing and
producing organization just formed.
He will be in charge of the production
unit.
40
EXHIBITORS HERALD
June 10, 1922
Rowland Is Assigned Executive
Post m First National
Former Metro Head to Be Associ ated With Other Officials
in Administration of Company's Activities
(Special to Exhibitors Herald)
NEW YORK, May 31. — Richard A. Rowland', former president of
Metro Pictures Corporation, has joined the executive forces of Asso-
ciated First National Pictures, Inc., and will be associated in the
administration of the company's activities with President Lieber, J. D.
Williams, Harry O. Schwalbe and the executive committee.
rPHE former Metro chief has had a long
*• career as an exhibitor, producer and
distributor, and at present is senior mem-
ber of Rowland & Clarke of Pittsburgh
with extensive theatre holdings in West-
ern Pennsylvania.
* * *
With James B. Clarke, vice-president
of First National, Mr. Rowland played a
part in the founding of First National
Exhibitors Circuit. From that time he
has displayed keen interest in its affairs.
Mr. Rowland was selected to take the
executive helm of Metro following the
collapse of Alco Film Corporation in
1915, from which Metro was organized.
He remained at the head of Metro for
six years.
A statement issued by Mr. Rowland
relative to his new association follows:
"From the founding of the First Na-
tional Exhibitors' Circuit, I have under-
stood fully the extent to which such an
organization could safeguard the inter-
ests of the theatre owner, and for that
reason I have not only believed in it thor-
oughly as an exhibitor from the begin-
ning, but I have always stood for and
upheld its principles.
* * *
"It is difficult to imagine what the lot
of the theatre owner would have been
during the past five years, had no organi-
zation such as Associated First National
Pictures existed. Certainly the history of
the industry would have been a different
one, and the burdens and sorrows of the
exhibitor would have increased and mul-
tiplied.
"Believing as I do, not only in the poli-
cies of the organization and its structure,
but in the men who compose its member-
ship from President Lieber down to the
smallest franchise holder, I am delighted
to have the opportunity which is now af-
forded to convert that faith into works
and to put my shoulders to the wheel
with my associates, in the common task
of making Associated First National real-
ize to the fullest possible extent its des-
tiny as a cooperative exhibitors' distrib-
uting organization."
New Picture to Be
Started by Fineman
(Special to Exhibitors Herald)
NEW YORK. May 31— B. P. Fine-
man, president of Edwin Carewe Pictures
Corporation, which produced the inde-
pendent special, "I Am the Law," has
returned to Los Angeles after several
weeks in New York, to prepare plans for
another production.
Hayakawa With Shubert
(Special to Exhibitors Herald)
NEW YORK, May 31.— Sessue Haya-
kawa, well-known Japanese motion pic-
ture star, has been placed under contract
by the Messrs. Shubert, who, in associa-
tion with Walter Jordan, will present him
in a new play being especially written for
him by Fred De Gresac.
MONEY MA
Which Have Been
Exhibitors to Build
By C. A. SMYTHE
(Rialto theatre, Gate City, Va.)
Monday is my weakest night
and I tried the "Pay As You
Leave" plan which I saw in
the Herald some time ago.
With keen competition I had
the biggest Monday night that
I have had in six months and
cleared twice as much money.
I have tried this only three
times, but it is a life saver so
far.^
No one leaves without pay-
ing except the small children,
and when they do get a dime
they spend it at my theatre
I N G IDEAS
sed Successfully by
Up Their Patronage
some night during the rest of
the week.
Let's hear from some other
fellow about this plan. Do you
think it will work all the time
or not?
By J. L. MEYERS
(Liberty theatre, Ivesdale, 111.)
A service small town ex-
hibitors could do for each
other would be the exchange
of music rolls for their pianos,
where they could buy their
own rolls or have a bunch of
them on hand. We have a
Wurlitzer orchestral piano and
would be glad to hear from
another exhibitor who has one.
RICHARD A. ROWLAND, former
Metro president, joins executive forces
of First National.
Pettijohn Guest of
St. Louis Film Club
(Special to Exhibitors Herald)
ST. LOUIS, MO., May 31.— C. C. Petti-
john, personal representative cf Will H.
Hays, was the guest of the F. I. L. M. Club
of St. Louis at a noon day dinner at the
Elks Club last Friday. Joseph Mogler,
president of the St. Louis Motion Picture
Exhibitors League and third vice president
of the Motion Picture Theatre Owners of
America, was among the invited guests.
In a brief address Pettijohn explained the
purposes of the organization of which Mr.
Hays is the head. He said that if the film
industry is to go forward, all the elements
that are embraced in it must cooperate. He
pictured the dangers that beset petty dif-
ferences, how the fabric of the entire in-
dustry could be ruined if this cooperation
is not obtained. He also stated that busi-
ness is on the up-grade.
Exchange Assets Sold
Under U. S. Auspices
(Special to Exhibitors Herald)
ST. LOUIS, MO., May 31.— The physi-
cal assets of Independent Film Company of
Missouri, 3317 Olive street, have been pur-
chased by Samuel Bromley and Charles
Becker, an attorney. The sale was held
under the auspices of the internal revenue
department to satisfy a bill for $550, repre-
senting back film rental taxes and penalties.
The government is also said to hold addi-
tional tax bill totaling almost $1,000.
Bromley and Becker may open another
independent exchange. They did not take
over the book assets or any of the liabili-
ties of the Independent exchange.
Yerg on Burr's Staff
C. C. Burr has added Oscar Ycrg to
the Burr studio technical staff to design
the sets for the latest Johnny Hines
vehicle, "Torchy's Nut Sunday."
THE THEATRE
PRACTICAit
Tk eatre Hostess Possibilities
There's
Money
In It
ARTICLE IV
IN THE MAJORITY OF
"fan" publications offered
the reading public little or
no consideration of the
theatre is manifested by
editors or contributors.
There are, happily, notable
exceptions, periodicals dis-
tinguished by popularity
and consistent growth. In
too many magazines of the
class, however, facts are
distorted or disregarded in
the attempt to "make a
story."
THE MOST EFFICA-
cious method of offsetting
the often unfavorable ef-
fect of such misrepresen-
tative publicity is to ac-
quaint the reading public
through house organ and
newspaper with actual
fact news of pictures and
picture people, always
more interesting than dis-
torted half truths.
IN "HERALD" NEWS
pages and in "With the
Procession in Los Angeles"
a vast fund of this ma-
terial is available to sub-
scribers.
Laurence (Buddy) Stuart, Hope theatre, Dallas, Tex., is first to report
installation of a theatre hostess.
Approximately 14,000 American exhibitors should tie for second place.
The possibilities of the proposition cover a wide range.
Wise showmen will demonstrate them in early practice.
It is well to begin at the break of Summer.
ACCORDING to the information at hand, Mr. Stuart's "Hope Hostess"
serves for one week. She signs a page in the Hope house organ, writes
letters to clubs, schools, churches, organizations of various kinds and pa-
trons generally. She receives in the Hope lobby. Another hostess assumes
her duties at the end of that time.
IN ADAPTATION of the idea the term of service may be altered
according to circumstances. It may be made to conform with picture
engagements, it may be made a daily tenure or a permanent one.
* * *
SELECTION of hostesses will be governed by local requirements.
Where local legislation of adverse character is in prospect, the wives of
the mayor and councilmen may be invited to serve. Where school coopera-
tion has not been forthcoming, wives of school board members, as well as
school principals, should be offered the post. Extension of like invitation
to feminine members of clergymen's families should be made without
regard for the possibilities of acceptance.
AS A SAFE BEGINNING, probably no better selection could be made
than that of the leading newspaper publisher's wife. The next step would
include leading members of women's clubs, of auxiliaries to men's lodges,
as well as members of orders which include both sexes in their membership.
* * * ,
FOR VARIATION and to avoid arousing opposition growing out of
jealousies, wives of leading merchants, notable visitors, women in business
life, should be appointed at irregular intervals.
IN EVERY CASE the invitation should be extended with utmost
courtesy. During occupancy of the post, hostesses should be given extreme
consideration. Every precaution should be taken to make them enjoy the
experience. Each should be urged to introduce a distinctive feature of
service. Each should terminate her service with a firm conviction that the
theatre is the best in the world because she helped to make it best. It is
entirely possible to develop keen rivalry for the post, a spirit of competi-
tion which will produce results. A great deal more money than the enter-
prise will cost might be considered judiciously expended in obtaining the
benefits to be derived.
* * *
AFTER the theatre hostess plan has been worked out successfully
for a considerable period, the showman will find his traditional burden
materially lightened. Censure will be less readily forthcoming. The
individuals and the institutions commonly arrayed against the theatre will
less thoughtlessly attack or support attack against an institution with
which it is or has been definitely and closely identified.
AS A BUILDER of valuable friendships, a creator of prestige, as a
profit-making and an institutional enterprise, Mr. Stuart's theatre hostess
plan ranks potentially as the best strictly theatre endeavor that has been
reported to this department. Considerable careful thought and a certain
degree of tact are required for its successful execution. Even the incom-
plete outline of possibilities here given attests that returns amply justify
exercise of these.
42
EXHIBITORS HERALD
June 10, 1922
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
Herewith a photograph taken during our
Spring Clean-Up W eek which you may use
if you wish, as I think more exhibitors
should try this. I put this on in connec-
tion with the city council's clean-up cam-
paign for one week.
Our town has a population of 1,200, but
at that I gave out 1,255 children's tickets
and received over 25,000 tins cans. At my
admission price of ten cents for children
this would amount to $125 that I gave
away, but it certainly is a good ad for the
exhibitor.
In many cases children got to the show
that never did come, but the children having
free tickets brought them too. In giving
out these tickets I gave one for every string
of 20 cans, to any child up to 14 years of
age, and believe mc they brought them in
most every way, from a baby carriage to an
auto truck. The one complaint I am hav-
ing now is that cans are so scarce they can-
not find one for fish worms to go fishing.
The fellow in this picture is myself, not a
very good-looking guy. But at that I be-
lieve I stand a good chance with the gang
in the contest published some time ago in
the Herald. J. W. Andresen,
Rialto Theatre, Co/ad, Neb.
*
DEAR MR. ANRDESEN:
We've gone on record frequently as con-
vinced that the sort of enterprise you de-
scribe is exactly what the theatre as an
institution needs to make it outgrow the
term "movie" and the light esteem that
many associate therewith. We believe that
your tin can campaign can be used more
often than once each year, and that other
campaigns of similar nature can be evolved.
It is probably impossible to over-emphasize
the civic importance of the theatre. At any
rate, it hasn't been done to date.
Your closing remark we will refer for
reply to the several contestants in that
memorable contest. Familiar as we are
with their divers temperaments and nor-
mally desirous of retaining our imperforated
epidermis , we advise Marquis of Queens-
bury rules and retire to the bleachers. —
W. 'R. W.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
Thanks for your letter in the last issue of
the Herald.
I am enclosing herewith some more ma-
terial which you may use if you have room
for it.
We did very nice business on "Travelin'
On." The three photos show our method
of exploitation. The cutout was made by
my two operators from a 24-sheet.
During the showing of "Cameron of the
Royal Mounted," Gentry Brothers' Circus
showed in town and we took advantage of
their parade to exploit the feature before
a great crowd who watched the parade.
Photos are enclosed. It was impossible for
us to get the regulation uniform of the
Northwest Mounted Police, so we used our
own uniform.
We played the Cosmopolitan production,
"Back Pay," only one day along with a re-
issue Harold Lloyd comedy and didn't
want to spend much money, so we used a
twelve-foot piece of beavcrboard for the
big check displayed in our lobby. It at-
tracted considerable attention. In addition
to this we put out a similar check, 1,000 in
number, about town.
A representative of the Near East Relief
Society has been in town for several days,
so I tied up with him and interested the
Federation of Women's Clubs in a Bundle
Day. On last Thursday we admitted every-
one, voting and old, free for one bundle of
worn clothes, which we donated to the
Xear East Relief. The ladies plastered the
town with window cards advertising Bundle
Day and also Tom Moore in "Beating the
Game." The papers gave us some stories
and, in addition to the large number of
bundles received, we did a normal cash
business on the matinee.
\ dm
The window on "Up and Going" I dressed
myself. The store didn't have time but
turned everything over to me and I made
good use of it. The cutouts are stock cut-
outs we keep on hand.
June 10. 1922
EXHIBITORS HERALD
43
tain?
boat
■ cost us nothing but the gas I
about ten miles to the raoun-
the cedars. We borrowed the
The lobby display for Gloria Swan son in
"Her Husband's Trademark" was used at
, the New Palace theatre in Dallas and sent
oat here to me. so I made it fit my lobby
, and it did good work for us with no extra
expense except express charges, which
were very small.
The photo on 'Turn to the Right" was
ot taken at just the right angle, as it cut
ft" the 22x2S or. the right side : besides, the
eflection in the office of the electric com-
any spoils the picture. The cutouts are
ated, "Queen. Monday and Tuesday," but
re not readable in the photograph. This
rindow really makes a better flash than in
tie photo. We are working on other ex-
lohation ideas for "Turn to the Right."
rhich we play the 22nd and 23rd. Used
J00O paper bags per sample enclosed
irough local grocer.
ion to the two inches double column on
the other page free. Don't you think this
is a good idea? This was not original with
me but came from Mr. Lem Stewart's office,
director of exploitation fcr Southern En-
terprises in Atlanta.
With best wishes,
R. P. Whitfield.
Queen Theatre. Abilene. Tex.
DEAR MR. WHITFIELD:
If your exploitation fulfills its purpose
as well as jtmr letters, and we think it does,
it is not strange that Abilene has responded
to your ettorts as it has. In other words,
you get your points across so well that you
don't leave anything for us to write in
reply. What with the pictures reproduced
herewith and your explanation, there is
nothing left for us to say but "Thanks."
That w say heartily.
As to the newspaper tie-up, it seems very-
good. It has worked out successfully in
a number of cases and should serve you
quite well for some weeks. It can, of
course, become stale. Suggest that you
drop it the moment the newspaper shows
signs of growing cool toward it.
By the way: What do you think of the
"Theatre Hostess" idea described in last
ueek's issue and upon the first page of
the present department? We'd appreciate
an opinion frjm you ivry much. — IV. R. W.
THEATRE EDITOR.
Exhibitors Herald.
Dear Sir :
Here is the dope on my campaign tor
"Mother o' Mine." photos of which I have
already sent you.
I placed my window display two weeks in
advance, and we tied up a "Mothers'
Matinee" with the Chillicothe Tribune. All
mothers over 65 were invited as guests of
I am enclosing a page from the local
sper showing a tie-up with the Abilene
Reporter. I give two double passes a day
od receive the front page notice in addi-
the newspaper and theatre managements.
Girls from the State Industrial Home here
were guests, as well as all old mothers from
the County Poor Farm.
Local taxicab companies donated their
cars for hauling the aged mothers, while
florists gave hundreds of bunches of Sweet
Peas, which were pinned on the guests
by prominent club women stationed in the
lobby. Over 100 old ladies were present,
including many who had never witnessed a
motion picture before.
This newspaper tie-up netted us over 200
inches of front page publicity.
In handling my displays I was up against
it, for, from all the lithographs, stills, etc.
supplied by the producers only one lone
three-sheet had a mother in it The stills
•vere a disgrace. Xo excuse for it. Mr.
Ince.
In the furniture store window I buHt a
four-piece orange colored interior set, plac-
ing the cutout back behind the curtains in
the doorway. Amber lights w^re behind
the* tissue paper windows.
In the shoe window I used the pillars
from my "Hail the Woman" display, build-
ing up a window with which I was unable
tc use any stills. Color scheme was orange
and white with purple stenciling. I placed
a cutout from the three-sheet in the music
store and tied up here with the "Mother o'
Mine" record, using several hand-lettered
cards.
Trusting this will be of interest to your
paper and with best wishes. I remain.
Yours very truly.
Jno. W. Creamer.
Strand-Empire Theatres. Chillicothe. Mo.
DEAR MR. CREAMER:
Much has been done for,, "Mother o'
Mine" by theatre men, but nothing better
than this. Indeed, it might be said that
your campaign was for "mothers of every-
body" rather than the motion picture alone.
Disregarding the exploitation angle com-
pletely, we wish to endorse your efforts
thus publicly as distinctly first class theatre.
"Theatre" is something more than exploi-
tation. The business needs more of it.
The exploitation, good as it was, is in-
cidental. We don't need to tell you it was
good, for you know it.
But paper makers should be told of the
shortcomings you mention and warned of
the positive disadvantage at which it places
the showmen who would sell pictures to the
public. However, in this case also, you
44
EXHIBITORS HERALD
June 10, 1922
state the matter very simply and leave for
us but to second the opinion.
Noting your mention of the prominent
club women who aided you, it occurs to us
;luit you could very easily work out the
"Theatre Hostess" suggestions offered on
the first page of this department. What do
you think of the idea? — IF. R. W.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
I am enclosing several small photos of
lobby displays which I have used at the
Lyric theatre. Since sending in my first
letter I have been working just as hard, but
due to the fact that I have had a little
trouble with the photographers of this city,
it has been impossible for me to get photos
of the lobby displays. These were taken
1
1
■
i
with a small camera in the hope that they
would be plain enough to reproduce.
These are not the only displays I have
used, but the only ones 1 could get photos
of. The only trouble with the small photos
is that th^ lettering does not show very
plainly. You will notice that the small
house was used on "The Last Payment"
with Pola Negri. This small house was
mounted on a platform with sawdust and
small gravel colored to represent grass and
driveways. Small pots of flowers were
artistically arranged in the lawn. The
house was wired with lights in every room.
Each room held a full set of furniture. The
card read, "One more payment due. The
Lail Payment Today."
I'.usini a - ;i \\ hob in ( 'onncrs\ ille had
a tendency to drop during the month of
April. But we did not let that bother our
"pep" and energy a-tall. The entire per-
sonnel of the house puts its entire efforts
toward a better Lyric. We have our own
permanent one- and six-sheet boards over
the city and we see that they are up to date
constantly. As I stated in my previous
letter, "there is business here, but one
must put on overalls and go out after it."
The Lyric is by no means -the best in
Connersville as far as the theatre is con-
cerned, but we do get our share of business
and without a kick. We put forth every
effort to let the people of this city know
we have "the pictures" and a heavy adver-
tising campaign backed with "the picture" is
Nuf Ced. Just because I am manager does
not keep me from the "work." You will
note in the photo that we really "work."
I hope you will find these photos good
enough to use. If not, I should like to
hear from you regarding these displays.
Very truly yours,
A. F. Lewis,
Lvric Theatre, Connersville. Ind.
*
DEAR MR. LEWIS:
Dout worry any more about those photog-
raphers. A little more practice with the
small camera, a little cultivation of the
art of close-up, as it were, and you can
dismiss them permanently.
More important, probably, tlwn your de-
scription of the exploitation used, impor-
tant as that is, we consider the "oi'crall"
doctrine you preach. That is healthy stuff,
the kind of stuff that is heard all too seldom
in this business. In it, we believe, lies the
solution of current and all box office prob-
lems. H e thank you sincerely for per-
mitting us to publish it. — W. R. W.
* * *
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir:
The very simplicity of an exploitation
stunt may be the key to its usefulness. I
have found this to be true in most instances.
Better returns follow those stunts which
are most simple and cost least.
For "Frivolous Wives" I had the local
Studebaker agent park a car on the side-
walk directly in front of the entrance. He
also furnished two cards to attach to the
car. They read, "Not only Frivolous W ives
but your wife would enjoy a Studebaker
Six."
The agent also arranged with the police
for permission to park the car on the walk.
All that I did was to suggest the stunt.
He saw its possibilities and did the rest. I
invested nothing and believe that there was
at least a ten per cent boost in receipts
from what "might have been."
Parked in the street, the new car would
have attracted no attention. On the walk,
'bey came for blocks to see "what it was all
about."
Very truly yours,
Harold F. Wendt,
Rivoli Theatre, .Defiance, O.
*
DEAR MR. WENDT:
It boils itself down to one word, "co-
operation." That's what it takes to accom-
plish anything. Add wholehearted deter-
mination and a clear understanding of
public demand and you liavc a concise, prac-
ticable foundation for successful theatre
operation.
Thanks for the contribution. And let us
have more of them. — W. R. W.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir:
I would appreciate your valued criticism,
on the enclosed advertisement which I ran
for "Smilin' Through." With best wishes.
Yours very truly,
W. G. Sturdivaxt,
Hoyburn Theatre, Evanston, 111.
I
DEAR MR. STURDIVAXT:
Frankly, we didn't think there icas a
district newspaper in Chicago's well known
enznrons that could put up as good a
job. And we admit, we zvho shouldn't,
that we didn't think anyone hereabouts
was putting forth so much effort to give
their admittedly good theatres good rep- \
rescntation. (You ought to see the "South
Shore Comet.") ,
Our guess is that with the "Trib" editorial |
and the Chicago theatre run of the picture
as history and your ad to make the con-
nection inescapable, the picture went over
big. Are we right? And will you send
us. more of your stuff F—W. R. IF.
"The Flirt" Is Story of
Middle Class Family Life
Universal is fashioning an epic of "the
family next door." With an all-star
cast, Hobart Henley is directing Booth I
Tarkington's story. "The Flirt," a tale 1
of a middle class American family— the
familiar home circle in which the burden
of providing rests heavily upon the
father's bent shoulders, and in which the
mother has faded before her time.
"The Flirt" is one of Booth Tarking-
ton's best novels, in which he charac-
teristically caught the middle class home
atmosphere so familiar to the vast ma-
jority of Americans.
Hoyburn Theatre
Tonight :: Tomorrow :: Wednesday
NORMA TALMADGE
in her greatest achievement
"SMILIN' THROUGH"
Come amilin' through the Gates of
Gladness — to drama, to tnigedy, to
love, to (he sweetest romance the world
ha* ever known.
"Smiiin' Through" will
keep you srmlin' through
many a month after
you've i
8 REELS OF
STORM
AND
SUNSHINE
ONE ARTISTE ONLY COULD BRING "SMILIN*
THROUGH" MAJESTICALLY TO THE SCREEN
YOUU LOVE HER IN IT
June 10, 1922
EXHIBITORS HERALD
45
Summer Is
Here. Get
The BreaJ^
Under the heading in the June 3
issue of the "Herald" a model Sum-
mer front was discussed. At the
suggestion of a reader we present
herewith a number of additional
photo-demonstrations of exploita-
tion especially suitable for adapta-
tion at this time.
We are indebted to Associated
First National Pictures, Inc., for the
photographs used in this resume.
The ideas are adaptable to all at-
tractions.
WILLARD PATTERSON*. Metro-
politan theatre, Atlanta, Ga.. at-
'tired his usherial staff in the costumes
shown in the photograph during the
engagement of "Smilin' Through." The
costumes are distinctly "summery" in
appearance. They may be copied with
slight alteration to fit the requirements
of any theatre.
Most effective of all attempts to pro-
mote the sensation of cooling atmos-
phere l>y visual suggestion is that which
mparts the impression as between living
.beings. The Metropolitan girls look
;ssentially cool. Those who saw them
jndoubtidly reacted favorably to that
stimulus.
CROM distant Tasmania, where "The
L Golden Snare" is yet a new picture,
omes the pictorial suggestion that snow
ictures enable exhibitors to use good
ummer exploitation. Everybody agrees,
f course, that snow pictures are good
lmmer attractions.
The stage setting shown here was
sed by the Strand theatre at Hobart.
It compares very favorably with Ameri-
can products. At this season the photo-
graph is especially interesting.
IX Memphis, Tenn., A. A. Morrison,
manager of Loew's Palace theatre,
used a snow window to advertise "Hail
The Woman." The photograph seems
to radiate frigidity, if that may be done.
Approximations of the display should be
found highly effective in coming months.
"Hail The Woman" cannot be classi-
fied strictly as a snow picture, but the
setting fits a portion of it. In many
attractions there are snow sequences
that may be capitalized. Inquiry will
determine this fact.
AT THE Trianon theatre, Birming-
ham, Ala., the management obtained
permission to go out over the street
with a special display for "Hail The
Woman." An old awning was restored
to something like its original freshness,
foliage was added, cutouts were well
placed, and the result is shown in the
photograph.
Awning cloth is always good for sum-
mer. The foliage helps. The Birming-
ham display can be used effectively with
a wide variety of current and forthcom-
ing attractions.
FOR toning up foyer and inner lobby
display of advance posters nothing
more simply effective has been offered
than the sparing use of foliage relied
upon by Gordon's Olympia, New Haven,
in connection with "Smilih' Through."
A thin fringe of flowery stuff borders
the hearts. Leaves adorn the top
border.
The effect is distinctly suitable for
warm weather. The idea is good for
general use and should blend well with
almost any type of exploitation decided
upon.
MODERATE use of foliage also
served the Branford, Newark, in
the frontal decoration for "Smilin'
Through." The garden set from the
picture was approximated for back-
ground and over this and the box office
garden flowers were placed. The gen-
eral effect is entirely wholesome and
eloquent in suggestion.
For "Smilin' Through" or any picture
of even remotely similar nature the
Branford stunt may be adapted with
good results. The photograph, small
in reproduction, is adequate guide.
THE illogical but prevalent conception
of the tropics as free from the op-
pression of a mounting mercury should
be used occasionally, for variety as well
as for direct benefit. The front of the
Majestic theatre at Memphis, Tenn., as
shown in the photograph, serves as an
excellent model for production of such
a front.
Despite the elaborate appearance of
the lobby no great expense was evolved.
The stock paper, used in combination
and with some elaboration by the staff
artist, constitutes the chief requirement.
THE window used by the Colonial
theatre, Tacoma, in the interests of
"The Silent Call" is of the type espe-
46
EXHIBITORS HERALD
June 10, 1922
cially conducive to good business during
the heated period. Warm pedestrians
give eye to such a spectacle as the win-
dow presented. In many cases, doubt-
less, Tacoma shoppers, if the weather
was warm, or if it wasn't, found their
way to the Colonial box office.
As in the case of frontal displays,
many pictures not commonly designated
snow pictures contain sequences which
will serve as basis for such exploitation.
"Wandering Boy"
Pursued by Mob
To Theatre Door
It happened in St. Louis.
No one was injured.
It was exploitation.
FRANK LEONARD, Equity ex-
ploitation representative. casually
loosed a realistically attired "convict"
on St. Louis streets at noon time. Girls
coached for the part gave chase. The
picture shows the mob that was
attracted.
These and others arrived in due time
at the box office of the Liberty theatre,
where "Where Is My Wandering Boy
Tonight?" was beginning a seven-day
run.
That was one of the stunts.
Another illustration shows a truck
driven about the city, with piano there-
upon, and stopped at vantage points
while young women sang the song that
is the title of the picture and interpo-
lated modern numbers of more timely
tempo. Another photograph shows one
of the window displays used. A young
woman within displayed cards in se-
quence, very profitable sequence, by the
way.
All the ideas are good.
When It's Good
Linear Footage
Doesn't Matter
How long is a feature?
There isn't any answer.
It's a leading question.
ACCORDING to Bessie Mack, ex-
ploitation executive at the Capitol
theatre, New York, linear length ha=
nothing whatever to do with the feature
or non-feature aspect of a motion picture.
She acts in accordance with that em-
inently sound conviction.
A case in point comes to hand with
receipt of the photograph reproduced
herewith showing the elaborate advertis-
ing setting given stills from "Missing
Men," a Bruce Wilderness Tale dis-
tributed by Educational.
There are in the theatre field a great
many sturdy, masculine persons who dis-
play less showmanship than revealed by
Miss Mack in the present instance.
"Kidding the
Public" Pays
In Champlain
"Don't kid the public," is an ancient
an honorable law of good showmanship.
Dire results attend.
This exception proves the rule.
WHEN the young woman who is
shown in an accompanying illustra-
tion appeared upon the streets of Cham-
plain, 111., leading the "kid" neatly and
pertinently blanketed, college youths of
that city entertained themselves hugely,
supposedly at her expense. In hotels
and business houses, as well as upon the
college campus, the merriment con-
tinued.
The lady didn't mind.
Neither did the management of the
Orpheum theatre when box office re-
ceipts for "Foolish Wives" disclosed the
interesting fact that most of the "kid-
ding" had been done at the expense of
the "kidders," the appeal of the stunt
drawing them to the ticket wicket in
goodly numbers.
W. L. Hill, of Cniversal's Chicago ex-
change, sponsored the enterprise.
You Write It
Courts of justice demand first-hand
testimony. For obvious reasons it is more
accurate, complete and dependable. It
gives details.
In the exceptional assortment of "The-
atre Letters" presented this week several
showmen give first-hand testimony of in-
calculable value to you. It is easily the
best exploitation literature being written.
A Good Story
A good story, regardless of develop-
ments, was printed in the Chicago Sun-
day newspapers under a Tokio date line.
It had to do with the reported discovery
of another natural color process by a
young Japanese. It can do no harm
and it bears upon motion picture ad-
vancement. It is well for exhibitors to
see that local newspapers get this type
of news. It offsets in some degree the
effect of the other kind they so readily
and inaccurately purvey.
On Obligations
H. E. Gillespie, Liberty theatre. Ta-
coma. Wash., borrowed of a plumber
two bath tubs for the exploitation of
"Saturday Night," assuming thereby an
obligation. Some day he will be called
upon, probably, to grant a return favor.
The first link in a long chain of mutu-
ally profitable cooperation will have
been formed.
Honest Hokum
Through ill-advised usage the elo-
quent term, "hokum," has fallen heir to
forbidding repute. Much money-making
picture and exploitation material has
been arbitrarily abandoned as a result.
There is such a thing as honest
hokum, although you don't hear about
it. and it is very valuable to the theatre.
More about it next week.
Tune 10. 1922
EXHIBITORS HERALD
47
The Press
Is a Very
Able Ally
The press is a very able ally, when
it is an ally. Occasionally exhibitors
have an opportunity to strengthen
the not overly taut bonds of friend-
ship that exist currently. Every
such opportunity should be ardently
acted upon.
A case in point:
WHEN D. W. Griffith's -Orphans
of the Storm" was in engage-
ment at the Mission theatre, Los An-
geles, the cartoonist of the Los Ange-
les Evening Express was so impressed
with the picture that he drew a three
column cartoon for the front page and
appended therefrom a signed review
giving the picture warm praise.
This is an example of what a
friendly press can do. We have had
numerous examples of opposite char-
acter.
Just what course was followed by the
Mission theatre in recognition of the car-
toonist's friendliness is not disclosed in
I the report. Any who have waited anxi-
ously for the first edition with a review
of the current attraction t<> make the
-treet know the thrill thut particular first
edition must have imparted.
To follow up such a beginning is a mat-
ter requiring tact and judgment. It is as
easy to overdo an expression of apprecia-
tion as it is to underdo ii Just exactly
the proper amount of warmth is a vari-
able quantity.
YOU DON'T MftVE- TO KNOW
FRENCH HISTORY TO eMJOY
WUBtA COO-COO DOft't UKE.
OUR UHCLE SAMMIES WAY OF
DOIt*} THIHGS -V/E OUGHT TO
ADMINISTER THIS RAPiD CORE
OP THE FRENCHMAN'S .
-me- picture
THE LINE UP AT THE
BO* OFFICE >S THE"
©EST PROOF- THAT IT'S
A GR.EWT PICTURE — »
A Stunt to
Use on Any
Attraction
A stunt that can be applied to the
exploitation of any motion picture
attraction ever made has been
worked out successfully in the ex-
ploitation of "Beyond The Rocks"
during that picture's run at the Sun
theatre, Paducah, Ky.
Such stunts are rare, consequently
worth treasuring.
Details follow.
A MIKE VOGEL, representative
, of the Paramount exploitation
division, worked with R. C. Davis,
manager of the Sun, in preparing
the ground for the introduction of
the idea. An identification contest
was arranged with a Paducah
newspaper and merchants supplied
suitable prizes. But that has been
done before.
The universally adaptable stunt was
conducted with the cooperation of a local
music dealer who turned over to them
his store for use as a "Headquarters"
during the period of the contest. A huge
banner was run out over the sidewalk
announcing the fact. Information was
also made public that photographs of ex-
ceptional interest were available for study
within. These were not limited to por-
traits of principals in the pioduction, and
the point was scored that examination
could be made while Victor records were
plaved for visitors' entertainment.
Check disclosed that from 125 to 250
visitors were entertained daily. Check of
record sales disclosed that many of them
had made gratifying purchases while in
the store. Check of theatre receipts dis-
closed ample reason for everybody con-
cerned to be entirely satisfied with the
undertaking.
48
EXHIBITORS HERALD
June 10, 1922
NEWSPICTURES
\X/ ITH a view to giving the exhibitor a better understanding of the importance of the
W News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
"HERALD" NEWSFILM ADS
PUBLISHED BY EXHIBITORS
BRING PUBLIC RESPONSE
Public Response to Educationa I Ads
Attests Value of "Herald" Service
Intensified public demand for good newspictures, following newspaper
publication of the educational advertisements composed by this depart-
ment for readers' use, is reported by "Herald" exhibitors in every section
of the country.
The response, reflecting general recognition of the newspicture's
previously obscured importance, is most sharply denoted by increasing pre-
purchase box office inquiry relative to the news reel element of the pro-
gram. As a result showmen who did not consider the news reel worth
advertising have turned squarely about in their position, entering heartily
into the work.
This has been followed by natural increase in patronage and estab-
lishment of newspictures exploitation as a fixed item of theatre operation.
For graphic illustration of the gen-
erally practiced method of utilizing
Herald service in newspaper ex-
ploitation of news reels the adapta-
tion made by T. C. Holloway, Grand
theatre, Columbus, Ga., is reproduced
on this page together with the original
copy, which appeared in this depart-
ment of the April 22 issue. The re-
NEWSPICTURES
PUT PEP AND
ROMANCE IN
DULL FACT
HISTORY, frowsy with dates and
data, vital facts you always intend
to learn but "never get around
SCIENCE, invention, discovery,
things you intend to read about
but "can't get time to study "
CIVILIZATION'S matchless epic,
mankind's story, is unfolded to
you in the swift, wordless elo-
quence of the action camera by the
newspicture —
DAILY at—
THE PALACE
production of Mr. Holloway's adver-
tisement is actual size.
Printing requirements and space
costs were items considered in the
preparation of the original series of
advertisements. The type arrange-
ment, selection of faces, etc., were
arrived at with the limitations of all
classes of newspapers in mind. Com-
paring Mr. Holloway's advertisement
with the original it will be seen that
lie simply added the five words,
"Pathe News Can Be Seen," inserted
his theatre signature and turned the
copy over to the printer. The typo-
graphical appeal of the adaptation is
evident.
Mr. Holloway's advertisement is
typical of the adaptations that
have been received. In all the
original copy has been strictly
adhered to. As a result, the sum
total of the individual advertise-
ments is equivalent to a national
newspaper advertising campaign
on the abstract newspicture.
When the cost of such a national
campaign is considered, the value
of this feature of "Herald" serv-
ice to the newspicture as an in-
stitution and to exhibitors spon-
soring it is apparent.
As was pointed out in this depart-
ment at its inception, the enlighten-
menl <»f the picture public on the sub-
ject of the news reel operates in fact
Newspictures
Put Pep and
Romance in
Dull Fact
HISTOUT, frowsy with dan-;
and (lata, vital facts yon al-
ways Intend to iearn but ••never
get around to—"
SCIENCE, Invention, discovery,
things yon intend u> read about
hut "can't get time to study — "
CIVILIZ ATION'S matchless
epic, man-wind's story, is un-
folded to you in the swift, word-
less eloquence of the action
camera by the newspicture —
PATHE NEWS
Can Be Seen
Daily at the
to endow the theatre with a practi-
cally new appeal for patronage, a
ticket-selling talking point that is
capitalized without additional pro-
gram expense of any character. Hie
news picture, ignored in the bulk of
exhibitor advertising until this depart-
ment was inaugurated, has been
brought to the estate of a new pro-
gram element by many showmen
through simple and inexpensive in-
clusion of it in newspaper, house
organ and other advertising.
lane 10, 1922
EXHIBITORS HERALD
49
ESSAY IS
TIMELY
COPY
The essay contest, with or without
prizes, is an old and dependable exploi-
tation stunt. Newspapers have received
them wel! as circulation getters. Thea-
tres have made money as a result of
their publicity value. No such contest
has been used with newspictures as a
basis.
In view of the intimate relationship
existing between the newspaper and the
newspicture it is apparent that an essay
contest based upon the comparison
should bring active response. In such a
contest it is likely that the newspaper
would be pronounced superior, yet the
comparison would be planted in the
public mind and both newspaper and
newspicture would reap considerable
benefit.
Why not try it? Essays are always
good time copy.
* FINAL EXTRA *
FOX NEWS. No. 66: World's Greatest
Liner Arrives in New York — Cleveland Man
Plays Piano 44 Hours — Paris Celebrates Lily
of the Valley Fete — Vienna Observes May Day
— King Albert Welcomes King George to Bel-
gium— *'Newsettes" — Ann Arbor Students Frolic
— Kansas City Lion Mother of Four Cubs —
French Artist Completes Painting of "America"
■ — No. 67: King George Visits Belgian Battle
Fields — Pictures of Leading Players in Ober-
ammergau Passion Play — National Women's
Party Dedicates New Washington Headquarters
— Sec'y Denby and Annapolis Class of '81 Start
on World Tour — Dempsey Returns from Europe
— Unveil Bust of Washington in Hall of Fame —
First Pictures of New Gold Center, Catman,
Ariz. — Brooklyn School Has Ten Sets of Twins
— Largest Gas Well Breaks Into Flames at El
Dorado, Ark.
INTERNATIONAL NEWS, No. 41 : Ex-
Kaiser's Sons Lead in Potsdam Celebration — Dog
Stars of World in Los Angeles Dog Show —
Cornell, Crew Beats Yale and Princeton — Demp-
sey Returns Wearing Monocle — Brooklyn School
Has Ten Sets of Twins — -Margaret Young,
Singer. Golfs in Bare Feet — Relief Reaches
Ships Imprisoned in Baltic Ice Floe — Babe Ruth
Back in Game — Cartoon.
KINOGRAMS. No. 2148: Babe Ruth Back
in Game — Dempsey Returns Home Wearing
Monocle — Philadelphia Welcomes French Field
Marshal — Unveil Washington Bust in Hall of
Fame — Edith Sigourney and Molta Mallory Sail
to Europe Tennis Tournament — Sec'y Denby and
Class of '81 Sail on World Tour — Lady Astor
Returns to England — W. R. Hearst Goes Abroad
— Cornell Crew Defeats Yale and Princeton —
"Skctchogram" — New York Mayor Plavs Mar-
bles— World's Marble Championship Won by
Philadelphia Boy — Blind Boys Athletes — Galves-
ton Sees Bathing Girl Review — Women's Party
Dedicates New Washington Headquarters.
PATHE NEWS. No. 42 : Germany Deter-
mines to Retain Republican Government — Naval
Class of *8l Sails for Japan — Boy Scouts of
North Bend. Wash., Start Hike on Snow Shoes
• — Dempsey Returns to U. S. — Morvich Back in
Home Stable — Corato. Italy. Threatened by Wa-
ter— British Sovereigns Visit Belgium. No. 43:
Seattle Firemen Play Water Golf — Canton, China.
Celebrates Festival of the Republic — Exclusive
Views From Dome of Basilica, Rome — Nation
Prepares for Poppy Day — Season on at Coney
Island— Annual Fete Held in Central Park, N. Y.
— Post Office Department Guards Against Band-
its— Lady Astor Returns to England — Paris Capi-
tal Observes Joan of Arc Anniversary. No. 49:
Cavalry in Review at Ft. Meyer, Va. — Lassell
Seminary Girls in Inter Class Regatta — "Sketch-
ogram'* — Bike Races at San Carlos, Cal. — Uni-
ersity of California Graduates 1,983 — Four Hun-
dred School Children Make U. S. Flag in Rec-
ord Time — Stop Ship for Tardy Actress Europe
Bound — Biggest Radio Horn Is Oakland Product
—New York Children Observe May Day — Beach
Season Opens at Westlake. Va. — Boston Police
Prepare for Emergencies — Ooen Six Million Dol-
lar Country Club at Rye, N. Y.
THEATRE LEADERS
CONTINUE PRAISE
Southern Showman Adds Endorsement of
"Newspictures" Exploitation Campaign
Expressions of deep interest and congratulations continue to reach
the "Herald" from showmen appreciative of the newspicture's money and
program importance and this paper's advocacy of its exploitation.
Of the letters received since publication of the exhaustive resume pre-
sented in the issue of June 3, the following is of especial interest and is
reproduced in conformity with the style of that resume to facilitate filing.
By LEM STEWART
Southern Enterprises, Inc., Atlanta, Ga.
I CONGRATULATE you on the new department, "Newspictures." This
is to be appreciated because the department means a circulation of
ideas, and an exchange of ideas which will certainly stimulate an appre-
ciation of the sales value of the news reels will be valuable both to the
exhibitor and to the producer of these news reels.
I am so thoroughly interested in the subject that it is difficult to write you
briefly. You know that, from an advertising or sales standpoint, over a hundred
theatres are under the supervision of this office. For quite some time I have been
apprehensive not only about the managers' lack of appreciation of the value of news
reels but any of their short subjects.
Commercially, we know that anything that has merit must be sold. We cer-
tainly do not pay rent for reels without merit. And I can only say that if an exhibitor
feels that he cannot afford to advertise his short subjects he should not book them.
Of course, there are exceptions to every rule and instances where it will be advisable
to concentrate on the feature.
* * *
Relative to overhead, my point of view is this: Advertising which increases
overhead without a return on the investment is not advertising. The probability
is that advertising which increases the overhead is merely a lot of space purchased
and used in such a manner as to attract unfavorable rather than favorable attention.
But, to limit our subject again to news pictures, I am speaking from experience
when I say they should be advertised. It does not matter so very much whether
the news reels are Fox, Pathe, Selznick or International. In most of our houses
it does matter a great deal whether these news reels are featured on the same
day of the week.
In Asheville, N. C, for experimental purposes, I managed a theatre for about
eight months. Every Monday and Tuesday and every Friday and Saturday we
showed the Pathe News. Now, I know that we had a clientele that attended the
theatre on these days because, through advertising, we had established the fact that
the news reel would be shown. Furthermore, because this practice was a fixture,
we could scheme our advertising so as to profit by repetition and cumulative value.
When first establishing the practice, quite a little space in each advertisement was
devoted to a sales paragraph and three or four lines covering the news reel. After-
wards it was considered merely essential to mention in each advertisement, "Pathe
News Today."
In the lobby of this house were eight one-sheet positions. During the eight
months that I had the house and for a year afterwards at least one of these frames
(and the same one) was always devoted to a hand-drawn art card advertising our
news reel on the days of its presentation.
But we were always awake to news of local interest, too. The producers kept
us continuously informed when local Southern events were a part of the reel. And
such a message was forcefully brought to the attention of our prospects by a tele-
gram neatly framed and hung in a conspicuous place over the box office.
* * *
Incidentally, this happened to be the Strand theatre, Asheville, N. C. Since
then the policy of this house has changed. But the news reel in question has been
transferred to the new Imperial and I haven't the slightest doubt that the Imperial
is profiting by the good will established in connection with this reel when it was
featured at the old Strand just across the street.
And so I believe it will be profitable for you to mention in these news reel
columns some time that the many theatres under our supervision find it profitable
not only to devote space in the newspapers to advertising news reels, but to devote
space in the lobby to advertising news as a fixed feature, at least to the extent of
a one-sheet.
Analyzing the proposition, no one doubts or underestimates the interest of crowds
in timely news. I wonder if we have given sufficient thought to the fact that before
the advent of the motion picture people en masse thought and contemplated in
terms of words only, whereas now the motion picture has educated the masses to
what is termed a more complete mind — thinking in terms of pictures as well as
words. Hence a new appetite is created, to put it crudely — an appetite for news
furnished not only through the daily press but furnished through a graphic or
visual description of timely events of local interest. It is this appetite that is
satisfied with- the news reel — that is why we find it popular — that is why we
invest in it.
50
KXHIBITORS HERALD
June 10, 1922
DIGESTo/" PICTURES of tAeWEER
WHAT kind of picture does the public like best?
According to a recent canvas made by Whitman
Bennett, producer of Rex Beach pictures for
United Artists, melodramas are the most popular. Mr.
Bennett's survey covered only the Eastern states, and
Canada.
"Viewed strictly from the box office angle," Mr.
Bennett reports, "melodramas lend themselves more
fully to exploitation than any other types of play and
they keep further from censorship by not requiring am-
bitious catch phrases suggestive of sex angles.
"The welcome accorded 'The Iron Trail' and 'Fair
Lady' clearly indicates that clean, wholesome entertain-
ment, without any pretense at preachment, moralizing,
or sex appeal, but produced strictly to entertain and
please the artistic sense meets the popular demand for
amusement."
While both of these plays were far apart in theme
and setting, Mr. Bennett points out that the reception
of both was the same and the fact that they were melo-
dramas is credited with the attraction. — J. R. M.
"MY WILD IRISH ROSE" (Vitagraph) produced
under the direction of David Smith and based on the
play by Dion Boucicault, is a story of legitimate inter-
est, peopled with many quaint and appealing characters.
The astute showman will find it chock full of possibili-
ties for big business, a few of which are suggested in
the review in this issue.
'•SILVER WINGS" (Fox) is Mary Carr's latest
starring vehicle. It is a story of mother love with a
slightly different angle and while it has not the human
and beautiful story of "Over the Hill" it is a worthy
example of "cleaner and better pictures." A capable
cast appears in Miss Carr's support and Edwin Carewe
and Jack Ford have given it good direction.
"FREE AIR" (Hodkinson). This comedy-drama in
which much of the story takes place in the beautiful
surroundings of Glacier Park makes thoroughly en-
joyable entertainment and should please the majority
of any audience with its light trend and pleasing
phases. It is six reels.
"SONNY" (First National) isn't "Tol'able David."
but it's that picture's equal in its sphere. Richard
Barthelmess' performance is as good, though different.
His support, likewise, attains the same degree of uni-
form competency. Henry King directed both pictures.
This one is from a stage play by George V. Hobart.
It should make money and satisfy thoroughly.
"THE GRAY DAWN" (Hodkinson). This is a
story of the crime and intrigue centered about the law-
less days in San Francisco in the days shortly following
the '49 period. It has strong suspense and many grip-
ping situations and these factors hold the interest from
start to finish. A Benjamin B. Hampton production in
six reels.
"NERO" (Fox) is a big spectacle in every way. It
is magnificently produced by J. Gordon Edward, beau-
tifully acted and is a tremendously effective historical
film. The players, with one exception, are all Italians
and were true types. The picture was made in Italy
and therefore the scenery leaves nothing to be desired.
Plenty of thrills. Ten thousand feet long.
"THE CROSSROADS OF NEW YORK" (First
National) is Mack Sennett's latest six- reel comedy, pre-
sented with a special cast and with the usual Sennett
characteristics. It is a melodramatic story, highly im-
probable, but with a good measure of thrills. A splen-
did cast has been assembled to enact the various roles.
"HATE" (Metro) starring Alice Lake is a rather
weak story dragged out to too great a length. It pre-
sents the eternal triangle theme of a chorus girl loved
by two gamblers and a district attorney. Star is given
little opportunity for dramatic action.
"THE BLACK BAG" (LJniversal) is an adaptation
of Louis Joseph Vance's famous novel. The adaptors
have lost much of the charm of Vance's writing and
some of the mystery but enough remains to make iv
an acceptable evening's entertainment. Herbert Raw-
linson, ever acting, is the leading man.
"TRAILS END" (W. M. Smith Production) is an
average Western with Franklyn Farnum in the role of
a rancher coming to the aid of an heiress in distress.
The story is slight and unconvincing, rambling along
through much beautiful mountain scenery.
"OUT OF THE SILENT NORTH" (Universal) is
a story of the fur country, with a French-Canadian pay-
ing dumb homage to a North woods trader's daughter.
Frank Mayo gives a good characterization and is as-
sisted by a capable cast including Barbara Bedford,
Frank Leigh, Harrv Gordon and Lionel Belmore.
LEAH BAIKD and support in two strong scene-
from "When the Devil Drives,'
uted through Pathe.
an Associated Exhibitors production, distrib-
I
MARJORIE SEAMAN IN
FREE AIR
(HODKINSON)
Here is a thoroughly enjoyable
comedy-drama that makes excel-
lent hot weather entertainment.
It is finely acted and the greater
part of the story takes place in a
summer camp in Glacier Park.
It should prove entirely accepta-
ble to the majority. Directed by
E. H. Griffith. Six reels.
For a summer evening's diversion
"Free Air" takes the spectator to the
woods and mountains of Glacier Park
where one can forget the solar pressure
Df the day 'mid the cooling effects of
such atmosphere. And the trip to the
jark is accompanied by a number of
imusing and pleasing incidents that make
his comedy-drama a thoroughly pala-
able piece of entertainment.
Tom Douglas, Marjorie Seaman, G.
Pauncefort and Henry Sell occupy the
:enter of attention having likeable roles
vhich they carry out to best advantage.
The trend of the story, which, by the
vay, is from the pen of Lewis Sinclair
nd appeared in the Saturday Evening
■'ost, is free and easy, its point being to
'lease rather than excite with any heavy
naterial. The photography is excellent
nd the locale of the theme highly pic-
uresque.
Tom Douglas is Milt Daggett, who
uns the best and only garage in Schoen-
trom, Minn. When Claire Boltwood,
/ho has induced her father to shake the
ies of Wall street for a motor trip to
Ilacier Park hits Schoenstrom, Daggett
; captivated, sells out his business and
allows in his Ford roadster. Then fol-
>ws a series of incidents in which he
escues Claire, who is driving and her
ither from a number of situations. First
ley become stuck in the mud and
>aggett, with his flivver pulls them out.
'hen the motor goes dead and Daggett
igain comes to bat and fixes things. And
pen Claire and her father meet up with
traveling thug who tries to force his
:tentions on Claire, Daggett very nicely
ssoes him off the running board of the
oltwood car while passing it at a lively
ip.
Arriving at Glacier Park, Claire and
;r father meet Jeffery Saxton who is the
ost ardent of Claire's suitors. Daggett,
his mechanic's clothes figures he hasn't
uch of a chance with Claire in the
esence of the well groomed Jeffery
id is about to give up. Having packed
s outfit Daggett starts back for Schoen-
rom when he again has the chance to
lp Claire who, with Jeffery has been
tacked by the same thug encountered
eviously on the journey. In the crisis
ffery proves that he has a wide streak
saffron and Daggett rescues Claire
5m the thug. After that he suggests
at she ought to have some one pulling
r Out of scrapes for good — and she
rees with him.
Richard Barthelmess and Pauline Garon in
"Sonny" (First National).
RICHARD BARTHELMESS IN
SONNY
(FIRST NATIONAL)
A good theatre picture. Hokum in
spots, honest drama elsewhere,
with deftly injected humor stitch-
ing varied pieces together in a
compact whole. Some things to
complain of, more to praise, much
to cause talk and draw patronage.
Directed by Henry King from the
play by George V. Hobart.
Length seven reels.
The direction of Henry King and the
acting of Richard Barthelmess do much
for the story of "Sonny." Its war is
good war. Its domesticity is good
domesticity. Its melodrama is sharply
drawn, briefly depicted and forceful.
Both tears and laughs were heartily
given by the Chicago theatre audience
present when reviewed. Marching dough
boys were applauded spontaneously in
their brief appearance. (This hasn't been
done recently.)
Some objection may be made to a
touch of spiritism seemingly dragged in
by the heels. Some of the characters are
so unusual as to bring from some com-
plaint on the ground of logic. These are
the minor flaws that make the picture's
excellent bulk impressive.
Barthelmess is superb, .even in a dual
role. Margaret Seddon is a better
mother than films often present. Paul-
ine Garon, whose childish beauty remains
a haunting eye memory, portrays an un-
derstandable and effective flapper. Her-
bert Grimwood (eldest of the three
brutes in "Tol'able David") and Lucy
Fox, as his daughter, do the heavy stuff
of the picture without making it weighty.
There are no weak characterizations.
The picture is one to advertise, to
give special musical setting, to sell as
all wool and a yard wide. It will fulfill
promises.-
In outline, the story relates the inci-
dents surrounding the death of a well
loved son in Flanders Field, the return
of his double and the latter's masquerade
undertaken in the interests of the be-
reaved mother's happiness. An unusual
romance is worked out incidentally and
without unnecessary ado. All are satis-
fied at the fade out.
SPECIAL CAST IN
NERO
(FOX)
A tremendous spectacle, magnifi-
cently produced by J. Gordon Ed-
wards, setting to rest, once and
for all, any fear of a "foreign su-
premacy" in historical films.
Story by Charles Sarver and Vir-
ginia Tracy. Chief Cameraman,
Harry Plimpton. Ten reels.
William Fox is to be congratulated on
fathering such an excellent contradiction
to those who would persuade us that any
German-made or other foreign-produced
spectacle can ever make Uncle Sam "take
a back seat." J. Gordon Edwards has to
his credit a tremendously effective his-
torical production and Charles Sarver and
Virginia Tracy, the collaborators, have
written an interesting story with logical
continuity.
The players, with the exception of Vio-
let Mersereau, are all Italians. "Nero,"
as played by Jacques Gretillat, seemed a
bit over-dramatic at times, nor did his
unlined countenance appear quite wicked
enough for that of the infamous Nero.
He, like the rest of the cast, seemed
"acting," rather than living the parts as-
signed them. The queen-vamp, played by
Paulette Duval, was rather more con-
vincing than some of the others. "Acte"
(Edy Darclea) registered all emotions
with the same frown and locked so much
like "Poppaea," that at times it became
confusing.
However, regardless of the acting, the
types were what they should be, descend-
ants of Romans.
Photographed in Italy the scenery
leaves nothing to be desirej. Black
cypress trees against the wonderful Ital-
ian sky, ancient stone walls heavily hung
with verdure, falling spray from water-
falls— there is beauty to spare. Then the
thrills are legion. Vesuvius spouts flame
and ashes, Rome is shown during a cele-
bration of victory over fallen Spain, the
ego-crazed Nero, listening to a fawning
favorite, allows Rome to be burned that
his supposed genius may have inspiration
— hordes pour madly through the streets,
flames licking at their fleeing heels, the
legions camped outside the city rebel and
at the word from their leader gather to
ride down upon the city and force the
tyrant to vacate the throne of the Caesars.
You can fairly hear the thunder of the
galloping horses and the chariots.
The feeding of the Christians to the
lions in the great Ampitheater is another
thrill, with Nero's suicide the fitting
finale.
The story tells of Poppea conspiring
with Tullius,- the Emperor's favorite sol-
dier, to have her carried, apparently
against her wishes, to Nero's court. There
she is sure she can make him her slave.
For his part in the plot Tullius demands
he be made Governor of Cyprus. Pop-
pea's husband protests in vain, and, re-
fusing to slay himself, as Nero suggests,
joins the legions outside Rome. Horatius,
52
EXHIBITORS HERALD
June 10, 1922
a young soldier, escorts Princess Marcia,
hostage to Nero, to her destination, and
falls in love with her. He goes into Spain
and comes back victorious. Nero offers
him whatever he asks in return for his
valor. Horatius asks but tor the fair bar-
barian. Nero gives his word. But mean-
while, Tullius, ignored Dy Poppea, plans
to usurp her place and to this end plans
to bring Marcia before Nero. Horatius
discovers that Marcia hai embraced the
new religion of the Christ and she will
not consider marrying him until he be-
comes a Christian. When he tries to
force his love on her she calls for help
and the answer is Vesuvius erupts, and
the ardent Roman falls beneath a pillar.
Nero, seeing Marcia, desires to with-
draw his word but a great storm comes
and Horatius carries Marcia to safety.
Irked and a prey to ennui Nero listens to
Tullius and permits him to set fire to the
city to inspire Nero's muse. When the
people discover what has been done they
cry out against him. Poppea suggests
they be told it was the Christians who
did it. The fickle populace believe the lie
and Nero is saved from their just wrath.
Then the persecution of the Christians
begins. Marcia and her slave are among
those destined to be fed to the lions. But
her huge servant breaks the lion's jaw.
Meanwhile the legions have revolted
against the oppressor and arrive during
the exhibition in the arena. Nero flees
but cannot escape, so commits suicide.
Poppea, brutally kicked by Nero, dies in
her betrayed husband's arms and Hora-
tius' father Galba is proclaimed Emperor.
Horatius has embraced the Christian re-
ligion, so everything ends happily.
All the ingredients for a box-office
puller.
FRANKLIN FARNUM IN
TRAILS END
(W. M. SMITH PROD.)
This is an average Western with
more scenic appeal than anything
else. Slight and unconvincing
story which ambles on for five
reels and is only redeemed by oc-
casional flashes of humor and
incident. Directed by Francis
Ford.
"Trail's End" is such a rambling in-
consequential tale that it entirely fails to
convince. Its technique is antiquated and
its only redeeming feature is some very
pretty photography of Western mountain
ranges.
Farnum's talents have very little scope
in this poorly directed picture although
his personality helps considerably to get
it over. Those who render him able as-
sistance are Peggy O'Day, Al Hart,
"Shorty" Hamilton and a large crew of
"extras." Much of the old hokum, such
as stealing letters, forging notes, kid-
naping the heroine, is dragged in to pad
the story out to the regulation five reels.
Advertise the Western ' scenery but do
not promise much for the story.
Farnutn drops his work on a busy
ranch to assist a young lady endeavoring
to locate a cousin, who is heir to a vast
estate. The gentleman in question is
supposed to be hiding in the hills and
after many vicissitudes they catch up
with a man bearing his name and pos-
ing as the cousin. However, he explain?
the man's death and the girl outwits
others who try to come between her and
her hero-rancher.
MARY CARR IN
SILVER WINGS
(FOX)
A nicely told tale of mother love,
with a slightly different angle.
Not so natural a story as "Over
the Hill," but one, judged on its
own merits, which should please
and satisfy. Clean, wholesome,
and with, a lesson for mothers
this time. Directed by Edwin
Carewe and Jack Ford. About
eight reels.
Comparisons are odious but inevitable.
This second William Fox picture with
Mary Carr cannot fail to be compared
with the human and beautiful story of
"Over the Hill," which started the flood
of imitators having the theme of mother
love and sacrifice. While "Silver Wings"
tells an interesting story and can stand
alone as a worthy example of "cleaner
and better pictures," it nevertheless falls
short of its predecessor.
An attempt has been made to give the
mother-devotion theme a slightly dif-
ferent twist, so the moral of this one is,
"Don't spoil your children, for 'as ye
sow,' " etc. The prologue contains
natural situations, and the story unfolds
logically, but there seems a loss of sym-
pathy and a certain straining for effects
in the play. Also the titles are rather
banal at times, with this same effect of
straining.
"Anna Webb," played by Mary Carr,
is introduced as the devoted wife of John
Webb, a struggling inventor and the
mother of three children, John (Knox
Kincaid as the boy, and Percy Halton
as the grown son), Harry (Joseph Mona-
han the boy, and later played by Joseph
Striker), and Ruth (played by Maybeth
Carr as a child, and by Jane Thomas as
the grown daughter). "Uncle Andrew"
(Claud Brook), lives with the Webbs, and
rejoices when Webb gets an offer of ten
thousand dollars for his invention, but
Mother Webb advises building their own
factory and taking a chance on the in-
vention. Her advice proves wise, and by
the time the children are grown, the
family is on its way to prosperity.
Harry, the elder son, is his mother's
favorite. He gives her the affection she
craves and she cannot see his shallow-
ness, deceit and general unworthiness.
John, both as a child and later when
grown, suffers for his older brother's
sins, at last taking the blame of Harry[s
thefts from the factory. Harry drives his
sister from home, as he will not allow
her to marry a working man, this after
their father has died. This sequence is
A scene from "Over the Border," a forthcoming
Paramount picture with Betty Compton and
Tom Moore in the leading roles. It was adapted
from a Gilhert Parker story.
nicely handled, the father passing away
on Xmas day, when all are together, and
his wife is telling him of the happiness
he has always given her. Mrs. Webb
takes on the management of the Webb
Shop., and has the help of John and
Uncle Andrew but Harry is lazy, ex-
travagant, and generally caddish. This
is where the story begins to lose its
naturalness and develop "movieitis." A
woman as sensible and capable as Anna
Webb would hardly be so blind to her
son's faults. She plays her favorite
rather too hard.
Ruth and John are both driven away
by the selfish older brother, yet she
carries on, but when she learns that
Harry has forged her name, she breaks
down, sells everything, and when Harry
runs away, she becomes a wandering
derelict. This sequence is rather over-
done. The other two children learn of
her lost fortune when she is struck by
an automobile, and come for her, bring-
ing Ruth's child. Then Harry comes
back, and reforms, and the fadeout shows
mother with her arms about her familjf
It will probably go over, and is cer-
tainly a better-than-average picture.
SPECIAL CAST IN
THE GRAY DAWN
(HODKINSON)
A story of the lawless days of San
Francisco in 1852 holds interest
through the sheer suspense of the
situations involved. A love story
is interwoven with the theme of
crime and intrigue. It is finely
produced as to detail and em-
braces an excellent cast. Six
reels.
This Benjamin B. Hampton production
from the novel by Stewart Edward White
graphically depicts the lawlessness that held
San Francisco in its grip in the days iol-'
lowing 49. How order was restored out
of chaos forms the basis of the theme and
in pictunzing events leading to this, dram-
atic suspense in its highest form has been
attained. The many stirring incidents in-
volving shootings and hangings are well
staged for gripping intensity. The story of
romance that is interwoven with the inci-
dents of lawlessness arouse sympathy in
contrast to the vivid intricacies of political
warfare are gun battles and murders.
Robert McKim, who has the villain's role,
Hoes excellent work. The remainder of the
cast includes Claire Adams, Carl Gant-
voort, George Hackathorne and Claire Mc-
Dowell.
The story begins with the shooting of a
U. S. marshal by one of the members of
a political gang, of which Ben Sansome is
head. Efforts of Milton Keith, new district
attorney, to obtain conviction fail through
the underhand instrumentality of Sansome.
The ire of the citizens is aroused at this
latest defeat of justice and when the editor
of a local newspaper is shot the Vigilantes
are called together to see that the per-
petrator of the deed is punished. Calhoun
Bennett, whose cousin Nan is the district
attorney's sweetheart, is held for the shoot-
ing. Efforts of the attorney to save Cal-
houn are of no avail and the Vigilantes de-
termine that he must be hanged as a
penalty and warning. The real culprit, how-
ever, a member of the Sansome gang, con-
fesses to the murder when the old method
of torture, that of dropping water on the
victim's forehead is applied. Calhoun is
about to be hung when Casey is brought be-
fore the vigilantes. Sansome, who in the
meantime has tried to escape to Mexico and
has kihdapcd Nan also, is captured and
follows his henchmen on the scaffold.
June 10, 1922
EXHIBITORS HERALD
53
SPECIAL CAST IN
MY WILD IRISH ROSE
(VITAGRAPH)
The showman will find here not only a very excellent picture but also a
decidedly unusual opportunity which is chock full of possibilities that
should mean big business. This picture, good as it is and with the
great title that it has, should make a banner attraction for any theatre
if only given a fair chance. Seven reels.
SPECIAL CAST IN
THE CROSSROADS
OF NEW YORK
(FIRST NATIONAL)
A melodramatic comedy highly im-
probable but entertaining giving
good measure in thrills, laughs,
and comedy. A good hot weath-
er attraction. Directed by F.
Richard Jones. Length 6 reels.
More story, less slapstick. "The Cross-
roads of New York" is a typical Mack
Sennett production. It accomplishes its
apparent aim — entertainment — what more
can one ask? Capably directed by F. Rich-
ard Jones, it should prove a satisfactory
offering.
The story concerns Grace St. Clair, who
is willing to accept large checks from mil-
lionaire James flint but does not care for
his caresses. Flint's nephew from the
country arrives in the city. The nephew,
Michael, fondly believes he is to live in
luxury in his uncle's home but he is quickly
disillusioned. His uncle gratifies his wish
to wear a uniform but it is that of a White
Wing. He goes to live in a cheap board-
ing house, where the landlady, an ancient
and unappropriated blessing, makes violent
love to him, and he discovers he is engaged
to her. Her lover, a yokel played by Eddie
Gribbon, cannot move her heart even when
he sings "You Made Me What I Am To-
day," but Michael is called upon to save
• lovely Ruth Anthony, an heiress, on two
occasions, and the humble suitor convinces
the boarding-house lady her handsome
young lover is not true, and gets the lady
m the rebound. Then Lady Luck discovers
Michael. His uncle goes to Alaska, falls
down a cliff and is reported dead, and
Michael gets the house and millions. He
feels now he can tell Ruth his love, for
;he has dismissed her fiance, Garett Ches-
• :erfield. but the St. Clair lady makes a play
tor Michael, since the uncle has ceased to
supply needed funds. Michael finds him-
self defending a breach-of -promise suit.
i .vith Grace telling the tnost amazing story
of his violent courtship. Here is where the
| '>est comedy was injected. The titles as
I .veil a>, action earn' it over in a way to
ilease the audience. Then enters quite a
■ omplication with Ruth's father being held
I f. prisoner by her rejected suitor, while
I Michael comes to the rescue. The thrills
ollow in rapid succession, with the villains
■retting their deserts in most approved fash-
' on and the young pair finally being re-
united.
Ethel Gray Terry plays the role of Grace
Efc Clair in a thoroughly finished manner,
'he nephew. Michaei, is well played by
ieorge O'Hara. Wallace Berry is the mil-
ionaire James Flint; Robert Cain plays
« .rhestcrfield. while Herbert Standing is cast
» s Ruth's father.
HERBERT RAWLINSON IN
THE BLACK BAG
(UNIVERSAL)
vlthough the adaptors of this Louis
Joseph Vance mystery story have
lost some of the mystery of this
splendid tale and the charm of the
author's writing, nevertheless it
develops quite an interesting
story and for those to whom this
type of picture appeals it has fair
entertainment qualities. Directed
by Stuart Paton. Five reels.
Those who enjoy mystery stories — and
lis "best seller" of several years ago was
The reviewer who may properly be
subjected to the charge of much Irish
ancestry must approach consideration of
this subject with utmost caution and with
the thought well in mind that the picture
was not produced for Irish eyes alone;
otherwise, viewing the picture through
the emerald-hued spectacles of a few cen-
turies of Celtic lineage, it is certain that
bis praise will not stay within ordinate
bounds.
Having made this apology for the ben-
efit of those whose ancestry may make
it difficult for them to thrill to a story of
old Ireland and its people, we shall now
proceed to declare our opinion that in
"My Wild Irish Rose" Vitagraph has
made an ideal showman's picture, a pic-
ture that will exploit itself to the great
advantage of the box office, provided only
that the exhibitor gives it a fair break.
The story is based on a play by the
famous Dion Boucicault and it is a story
of legitimate interest embracing many
highlights of melodrama and heart inter-
est and it is concerned with a number of
quaint and appealing characters. Direc-
tor David Smith has achieved an array
of living and loveable characterizations
that stand out with cameo brilliance. A
few of these at times may be called over-
drawn but it matters not as far as the
entertainment value of the production is
concerned, because they fit in naturally
and agreeably in the quaint action and
surroundings that make the picture.
When the exhibitor thinks about this
picture it will be well for him to bear in
mind that its title, "My Wild Irish Rose,"
is also the title of one of the best liked
and most popular ballads that has ever
been pealed on an organ or strummed on
a Ukulele and if there ever was a tune?
and a picture that fitted together logically
for the audience's greater enjoyment of
the picture it is this tune and this picture.
To our mind, Vitagraph with this title
one of the best — will no doubt overlook
a slight dragginess in the development of
this Vance story as a picture play. Once
it gets past a prolonged scene in the cot-
tage where detectives and others hunting
for the pearls mix it up considerable, it
moves along smoothly to the unexpected
and wholly satisfying finish. There is
good plot and good love interest in "The
Black Bag." Don't overlook the possibil-
ities of the story for advertising stunts.
Hundreds of exploitation angles will sug-
gest themselves.
The cast gets the most out of the melo-
dramatic material at hand and Rawlinson
is a clean-limbed hero, ever ready with
his fists. There are several fistic en-
and tune, backed by the very pleasing
picture, has done something for the slug-
gish box office. We can imagine of no
theatre, anywhere, whose patrons cannot
be sent home smiling with this combina-
tion.
David Smith knew what he was about
when he selected the cast for "My Wild
Irish Rose." Pat O'Malley as an adven-
tursome, impetuous and loyal Irish lad
finds a part that is made to his order.
Many particular bright moments in the
picture are afforded by little Richard
Daniel, who is as Irish as the traditional
Paddy's pig — and he makes you like it!
Others of prominence and importance in
the cast are Pauline Starke, Helen How-
Scene from "My Wild Irish Rose," a Vitagraph
ard, Edward Cecil, Jame3 Farley and
Frank Clark.
It is a story of nineteenth cenlury Ireland
with the stern hand of a foreign law im-
posed upon a rebellious people. Customs and
costumes of a strange but interesting folk
are depicted and many scenes that seem
to make old Ireland live again are fixed
upon the screen. The whole production
has been intelligently, sincerely and real-
istically done. It is miles off the beaten
track of "movie" stuff and with its wealth
of exploitation possibilities we think it is
a great attraction.
counters excellently handled and some
fine shots of a summer resort.
The story revolves around a string of
pearls which a wealthy girl has with-
drawn from her uncle's keeping to help a
brother in debt. A detective follows her
about and with the aid of others almost
succeeds in getting h;s hands on the
pearls until the hero, who thinks she is a
thief, and wishes to save her from her
folly, whips the detective, secures the
pearls from the escaping crooks and re-
stores them to the girl. It develops the
detective is dishonest and the whole gang
is exposed and locked up, while the girl
declares her love for the stalwart young
man who saved her property.
54
EXHIBITORS HERALD
June 10, 1922
FRANK MAYO IN
OUT OF THE
SILENT NORTH
(UNIVERSAL)
Story is quite consistent and has its
dramatic moments although same
plot has served as photoplay ma-
terial before. Star gives a good
characterization and love interest
is adequate. Some beautiful snow
stuff. Five reels.
Frank Mayo's character study, Pierre
Baptiste, is the chief point of appeal in
this well-worn story of the fur trading
country of Canada. Pierre is the more
or less familiar French-Canadian trapper
who is secretly in love with the post
store-keeper's daughter and his efforts to
save the young lady falling into the hands
of unscrupulous schemers who visit the
post, form the basis of the story. Barbara
Bedford appears as Marcette, daughter
of the store-keeper, and puts the neces-
sary zest into her work. Others in the
cast are Frank Leigh, Harry Gordon and
Lionel Belmore.
There are some beautiful out of door
scenes of snow-covered mountains and
the settings are well planned and furnish
the proper atmosphere. The blowing up
of the mine affords a thrill as does a race
to the town to file on a claim and a fight
in the snow.
Baptiste is in love with Marcette, but
does not declare his love until he is about
to depart with Reginald Stannard to lo-
cate a mine. A map showing the mine's
location falls into the hands of a loafer
at the Post and they take advantage of
Stannard's absence and arrest Baptiste
to get possession of the mine. Baptiste,
however, finds out that he and Stannard
have located on the wrong creek. He
hastens to town to re-locate the claim and
wins in a hard race with the others. Then
Marcette declare her love for him.
ALICE LAKE IN
HATE
(METRO)
Slow, draggy, unconvincing melo-
drama, with the eternal triangle
plot and long trial scene. Star
fails to gain sympathy and char-
acter drawing with one exception
is lacking. Directed by late Max-
well Karger. Length, 6,000 feet.
The old last-minute reprieve, just as the
innocent man is being strapped in the
electric chair, is here employed to give
"Hate" its one moment of suspense, but
the story is so slow and complicated up
to this point that one loses interest in the
proceedings long before it arrives.
Alice Lake in the stellar role is given
little opportunity to act. She is supposed
to be a chorus girl in love with three
men — two rival gamblers and a district
attorney. The D. A. is unconvincing,
played by Conrad Nagel. Harry Nor-
thrup is one of the gamblers, Hume; and
Charles Clary the other one. Edward Fcl-
ton. He was the one convincing character.
The picture is loaded down with lengthy
subtitles and there is too much detail.
Cut to five reels it would be a fairly in-
teresting crook melodrama. Miss Lake
appears a Babe Lennox. Settings are
adequate but photography is poor.
Babe Lennox plays with two gamblers,
allowing them to buy her suppers and
jewels. Soon a jealous hatred arises be-
tween the two and one "squeals" on the
other and he is arrested. Felton swears
to "get" Hume for "squealing," and when
Hume is found dead, he is sentenced to
the electric chair for the murder. Babe
abandons the footlights and goes to live
near Sing Sing to be near Felton. On
WITH his headquarters staff around
him, Eric von Stroheim is working
night and day to get ready for his forth-
coming production. The entire back ranch
stake with offices and dressing rooms, has
been turned over to him and is being al-
tered for his use. He will film a conti-
nental story similar to "Foolish Wives."
* * *
All the literary lights of the motion pic-
ture colony are uniting to give a farewell
dinner to Clayton Hamilton. The affair
will be held in the Writers' Club in Holly-
wood on the evening of June 3. The dis-
tinguished critic and playwright, will com-
plete on June 2 a two-year term of service
as associate editor at the Goldwyn studios.
He will take a vacation in Honolulu.
Phyllis Haver is following the foot-
steps of many of her famous sisters who
have shaken the water ( ?) from their
bathing costumes and jumped successfully
into more serious drama. The fair Phyllis
is to make footsteps on the sands of time-
instead of beaches — by playing a dramatic
role in Goldwyn's production of "The
Christian."
* * *
Helene Chadwick. Goldwyn leading
woman, who has been in New York on a
brief and hurried vacation is now hurrying
back to the Goldwyn studios in Culver Ctiy.
* * *
Miss R. Marguerite Mansfield, casting
director for the Roy H. Klumb productions,
left Los Angeles on May 27 on a two
months' business trip through the East,
where she will look over the field and ex-
pects to open a branch office in New York
for the distributing end of the business.
* * *
Metropolitan Productions, Inc., is now
comfortably settled in the newly acquired
Rrcntwood studios where the balance of
the five-reel specials featuring James B.
Warner will be made. The studio execu-
tives are: Clifford S. Eifelt, general man-
ager; Carl P. Winther, production man-
ager; L. Manler, business manager, and
Roy H. McCray, studio manager.
* * *
C. H. Roach, secretary and treasurer of
the Hal E. Reach studios, has returned
from a six weeks' trip when he visited New
Orleans, Washington, his birthplace at Ar-
lington, Va., New York, Elmira, Chicago
and San Francisco.
* * *
John P. McCarthy announces the com-
pletion of his organization to continue pro-
duction. He has secured the film rights of
the Frederick Remington works and will
produce a series of features inspired by
these paintings. Associated with Mr. Mc-
Carthy is R. Holmes Paul, art director for
many years with Thomas H. Ince and also
with the Robert Brunton studios. James
C. M. Whipple will act as assistant di-
rector. Production will start the first week
in June.
the day of the execution, a note is re-
ceived at Sing Sing explaining that the
dead man was a suicide and left a hand-
kerchief to throw the blame on Felton.
Saved from the chair, it then develops
that Babe has been in love all along with
the district attorney and falls into his
arms.
Jackie Coogan, his father and director
Frank Lloyd are vacationing at a secluded
mountain lodge. Jackie is amusing him-
self with a pop gun while his father and
Mr. Lloyd are perusing scripts in search of
a vehicle for Jackie's next starring produc-
tion at the United Studios.
* * *
Dr. Horace R. M. Maddock, who was a
resident of India for forty years, has been
engaged as Oriental expert and consultant
for the serial in which Ruth Roland is star-
ring, "The Riddle of the Range," and which
is being produced for Pathe by United
Studios.
* * *
Miss Carmelita Geraghty, daughter of
Tom J. Geraghty, supervising director of
Famous Players-Lasky, has returned from
New York, where she enjoyed a four
weeks' vacation. With Miss Geraghty came
Miss Elizabeth Cobb, daughter of the fa-
mous humorist, who in turn will spend her
vacation in California.
* * *
The Granada theatre. Hollywood, is the
setting for the first scenes of the Christie
comedy, "The Son of a Sheik." which Scott
Sidney is starting this week.
* * *
A pretentious production program is
planned by Lloyd Hamilton upon his re-
turn from New York, according to advices
received by M. C. Levee, President of
United Studios. During the coming year
Hamilton will make six big special come-
dies under his own name, releasing them
through Educational, which distributes the
Mermaid comedies in which Hamilton has
been featured for the last two years. The
pictures will be made under Hamilton's per-
sonal supervision and will be directed by
Hugh Fay, who directed the later Mer-
maids. Irene Dalton will continue as Ham-
ilton's leading woman.
* * *
George Angus McEdward, known as
"Earthquake Mac," due to his many adven-
tures and narrow escapes from death, died
at his home, 300 Fifth avenue, this week.
For the past six years, McEdward was con-
nected with the Fox Film Corporation. He
leaves two brothers, J. D. McEdward, Liv-
ermore Falls, Me., J. Gordon Edwards, di-
rector general of the Fox Film Corpora-
tion, his wife, Mrs. Anna McEdward, and
a son, Nilson.
Norfleet Visits Exchanges
Hal C. Norfleet, sales manager of San-
ford Productions of Hollywood, has left
for the East. Before his return to the
Coast he will have visited all exchange
centers in the country. He has with him
prints of the company's first Tweedy
comedy, "Fire! Fire!" and the first semi-
Western, "The Better Man Wins." star-
ring Pete Morrison.
fane 10. 1922
EXHIBITORS HERALD
55
Jacques Gretillat has leading role
in "Nero"
Six Scenes From
Nero
WILLI A M FOX
Spectacle
Filmed in Italy
i Paulettc Duval has role infam-
ous Poppaca
One of the big mob scenes in the "Xero" special
3lA ' l\
Roman soldiers drag Christians to dungeons
(Scene from "Nero")
Alexander Salvini and Violet Mcr-
sereau in scene from "Nero"
Jacques Gretillat
Scenes From "SilvCf WillgS," WILLIAM FOX Special
MARY CARR, Xoted Mother of the Screen, Is Star
Dramatic Scene in "Silver Wings"
Mary Carr and support in "Silver Wings"
56
EXHIBITORS HERALD
June 10. 1922
BOBBY VERNON attempts to get across the border into the U. S. A. in " Tis the
Bull," his newest Christie-Educational comedy.
New York Press Reviewers Give
Highest Praise to "Silver Wings
New York newspaper critics were gen-
erous in their published appreciation of
"Silver Wings," the first of the special
productions scheduled by Fox Film Cor-
poration for 1922-23 to be shown on
Broadway. "Silver Wings," which fea-
tures Mary Carr, is playing at the Apollo
theatre. The audience at the world pre-
miere was composed mainly of news-
paper representatives, magazine editors,
well known clergymen, educators, and a
large group of prominent actors and au-
thors, whose hearty applause at the close
of the showing resulted in bringing Mrs.
Carr before the assemblage for a short
address.
Drama True to Life
Following are extracts from reviews
published in the New York daily press:
Morning World — " 'Silver Wings' is the
kind of motion picture you want to write
home about. After seeing it you feel as
though you ought to drop a line to
mother to tell her what a no-account ras-
cal you used to be. This new drama is
as true to life as anything yet pictured.
It even seems more effective than 'Over
the Hill.' "
Evening Mai! — "It was distinctly Mary
Carr's night at the Apollo theatre last
night. Not only did she score a distinc-
tive personal success as the star of the
motion picture which had its premiere—
'Silver Wings' — but when she appeared in
person at the close of the picture the
reception she received amounted to a
genuine ovation and left no doubt as to
the esteem in which she is held by the
public as one of the screen's great
mothers, and a splendid capable actress."
Interest Never Failing
EvetuHff World — "Mother love in great
big i.ortion is served in 'Silver Wings,' star-
riii" Marv Carr, The story is well told,
well directed, and for those who like to
sob a bit should prove attractive. The
story is welcome relief from the super-
heated box stuff that had cluttered up
so many films recently and is well worth
seeing.
Evening Telegram — "It is an eloquent
film, never failing in interest. 'Silver
Wings' is a well constructed film play.
It gives you certain absorbing episodes
in the life of children, and later, when
they are grown up, the same sort of epi-
sodes recur with a difference, like the
developing of a theme in a symphony."
Is Ideal Film Mother
Daily News — "The homely details of liv-
ing are excellently outlined, and Mrs.
Carr is without doubt the ideal film
mother. She is especially good in the
latter scenes, when the tremulousness and
futile gestures of old age are her por-
tion. I cannot think of anyone who caji
surpass her at this kind of thing. You
find that the tried and true sentimental-
ities affect you even while you fight them
away."
American — "Mother love has given many
an inspiration to authors and dramatists,
but it has rarely been so eloquently or
tenderly illustrated as by Mary Carr in
the new photoplay, 'Silver Wings' at the
Apollo theatre. The story is as old as
the hills, but age cannot wither a theme
so irresistible nor treatment so full of
charm."
Jimmy Adams Directing
Comedies for Century
Jimmy Adams, who was one of the
featured players in the Hall Room Boys
series of pictures, and who has recently
played important parts in several Cen-
tury Comedies, is now turning his at-
tention to the directorial end of the
business and is making a picture for
Century with Johnny Fox in the fea-
tured role. Herbert Jenkins, the little
colored comedian, Vera White and
William Irving complete the cast. The
title of the comedy is "Vanilla and
Chocolate."
Carey's First R-C
Film Soon Finished
"Combat" Is Said to Embrace
Appeal Specially Suited
to Star's Talents
Harry Carey's first picture for R-C
will embody all of the points of appeal
which have contributed to the star's pop-
ularity and success in the past, accord-
ing to R-C Pictures. "Combat" as
the picture is now titled, will give
the new R-C star a role which will not
only require finish in characterization,
but which will also demand considerable
rapidfire action. ■>
Ethel Terry Has Lead
As a proof of its statement that the
Harry Carey pictures would be produced
each as special productions, R-C cites
the excellent cast which has been chosen
fpr "Combat." For the star's leading
lady, Ethel Grey Terry has been selected.
"Combat" also affords a unique and
important male role which has been as-
signed to Henry B. Walthall one of the
most consistently popular screen favor-
ites the industry has ever seen.
Film Ready Soon
The picture is now nearing completion
at the R-C studios in Los Angeles, and
a print is expected at the R-C home office
within a short time. It will probably
be published at the beginning of the
Fall season. Val Paul is directing it.
It is the opinion of R-C pictures that
Mr. Carey has the most diversified fol-
lowing in picturedom. While he has con-
sistently played in the "Western" type
of picture, Mr. Carey's admirers include
every class of people. He is a big draw-
ing card in theatres where society pic-
tures are always considered as the most
successful. This is accounted for by the
fact that Mr. Carey's pictures contain a
characterization which is usually absent
in the conventional stories of the West.
Four Second National
Photoplays Now Being
Booked in All Sections
Four of the twelve Second National
Pictures Corporation photoplays an-
nounced for publication in the current 1
season now are being booked in all
parts of the country. These are:
"The Night Riders," picturization of
the popular Northwestern novel by
Ridgewell Cullum, with Maudie Dunham,
Albert Ray and Andre Beauliou; "Her i
Story," by Dion Titheradge, featuring
Madge Titheradge, star of "The Butter-
fly on the Wheel," a speaking stage
drama which enjoyed a long run on
Broadway, New York; "Broken Shad-
ows," an Irish romance based on the
novel, "Nance," by Charles Garvice, with
Isobel, Mary Forbes, James Lindsay and
Iva,n Sampson; "David and Jonathan,
adaptation of the novel of the same
name by E. Temple Thurston, with
Madge Titheradge.
Will Rogers to Star in
New Hodkinson Picture
Work on a picture called "The Legend
of Sleepy Hollow." based on Washing-
ton Irving's classic, starring Will Rogers,
for publication by W. W. Hodkinson
Corporation, has been started under the
direction of Edward Venturini for The
Legend of Sleepy Hollow Corporation.
The cast will include Ben Hendricks,
Lois Meredith, Emily Fitzroy, Charles
E. Graham. Downing Clarke, Nicholas
Burnham, Kate Jepson and others.
June 10, 1922
EXHIBITORS HERALD
57
Paramount's Comprehensive^Lineup
Receives Plaudits of Theatre Men
Nathan Robbins of Utica States That ' This Is One
of the Greatest Moves any Film Company
Has Ever Made"
Shapiro Given Pathe
Publicity Department
Exploitation and Publicity
Divisions Merged; Heads
Both Branches
Victor M. Shapiro's activities in the
Pathe home office of the organization
have been broadened by the combination,
under his management, of the publicity
and exploitation departments, heretofore
conducted separately. It is announced
that Mr. Shapiro's title while discharging
his much increased duties and responsi-
bilities will continue to be that of Ex-
ploitation Manager.
Lewis Producing Abroad
This arrangement was effected on the
retirement of Randolph Lewis, Chief of
the Pathe Publicity Department, who
sailed for England recently to engage in
production for the stage and the screen
abroad.
In the light of Mr. Shapiro's achieve-
ments as a consistent specialist in "sales-
manship in print," Pathe expects this
combination of departments under his
management to give his abilities and
energy the widest and most useful de-
velopment. Mr. Shapiro's background of
merchandising from the writing and sell-
ing end had its start even before he
graduated from the New York Univer-
sity in the class of 1914, as business man-
ager of the college weekly, The New-
Yorker. This experience influenced him,
upon graduating, to continue along the
same line of business activity. He be-
came assistant promotion manager of
Hearst's Magazine, and later was pro-
motion manager of Leslie's and Judge,
where he remained until a special depart-
ment was created for him by the Chel-
tenham Advertising Agency.
Formerly With Vitagraph
He has also been assistant advertising
,jnd publicity director of Vitagraph and
later served as general advertising man-
iger of the picture, "Parentage."
From his army service overseas Mr.
Shapiro came direct to Pathe as a special
publicity writer and after five weeks in
hat capacity was made exploitation man-
iger.
Phonograph Firm in Tieup
With "My Wild Irish Rose"
Both Columbia Phonograph "ompany
nd Witmark & Sons, music publishers,
re planning close cooperation with Vita-
graph in the distribution oi the special
>roduction, "My Wild Irish Rose.'1 At-
tractive offerings such as window dis-
mays, souvenir editions, etc., are being
repared by the phonograph and music
ompany.
»letro Signs Long Term
Contract With McGregor
Malcolm McGregor, whose work in
ex Ingram's production for Metro "The
'risoner of Zenda" has brought him fav-
rable attention throughout the country,
as signed a long-term contract with
letro Pictures Corporation. He will be
len in prominent roles in several of that
impany's forthcoming pictures.
New R-C Picture May 28
"The Glory of Clementina," the latest
auline Frederick starring picture, is
le current R-C picture for publication
ay 28th. The picture is a screen adap-
3n of the novel by William J. Locko,
ie of the best sellers at the time of
; publication.
Paramount's big announcement in the
trade press of its complete program of
forty-one features for the first six months
of next season, with publication schedule
and complete information concerning
every one of the productions, has been
received with enthusiastic approval by
leading exhibitors throughout the coun-
try, according to an announcement made
this week by the company.
From all sections, from big exhibitors
and small ones alike, letters have been
received congratulating the company upon
its lineup and the comprehensive way it
has been placed before them. One of the
first heard from was Fred N. Tynes of
the Columbia and Lyric theatres, Ports-
mouth, O., who wrote as fellows:
"Is Genuine Benefit"
"It is without any doubt the most in-
teresting and comprehensive piece of pub-
licity in this line that I have ever seen,
and should prove a source of great aid
and genuine benefit to all exhibitors. The
titles of the forty-one pictures covered
are most appealing and such titles as
these are wonderful assets to any pro-
duction and go a long way in attracting
the public."
Harold B. Franklin, Shea Amusement
Company, Buffalo, N. Y., wrote: "The
method used by Famous Players-Lasky
Corporation in announcing their forty-
one pictures for next season is the most
complete manner of announcing a pro-
gram that has come to my notice in my
many years of experience in motion pic-
tures. It cannot help but inspire confi-
dence in an organization that has the
wonderful facilities that make it able to
actually plan and complete forty-one pro-
ductions of such high exceptional merit.
To be able at one sitting to contract for
AGNES AYRES in a scene from "The
Ordeal," a new Paramount production
directed by Paul Powell.
forty-one pictures is an accomplishment
undreamed of until now."
Nathan Robbins, president, Robbins
Amusement Company, Utica, N. Y.:
"This is one of the greatest moves that
any film company has ever made. It is
honest, frank and straight from the shoul-
der, giving in detail the casts, story and
everything pertaining to the picture,
which allows every exhibitor an equal
chance of knowing what he is buying.
This knowledge also helps to put the ex-
hibitor in a receptive mood when the
salesman comes to sell these pictures."
Walter Hays, vice-president, Mitchel
H. Mark Realty Corporation, New York
City: "The completion in advance of one-
half of your 1922-1923 supply, thus enab-
ling Famous Players-Lasky Corporation
to_ present to its customers an epito-
mized review of all their releases for a
specified period is a decided step in ad-
vance of past practices. It will tend to
obviate the haphazatd and unscientific
method of future bookings under which
handicap the exhibitor has heretofore
conducted his business."
"I Wish You Success"
Ned Kornblite, president, Kodero
Realty Corporation, Inc., Binghamton,
N. Y.: "I certainly cannot help but com-
pliment you on the way your announce-
ment is put up and the kind and number
of attractions you have coming this sea-
son. I looked over the booklet very
thoroughly and analyzed every one of
your pictures to the best of my ability,
and I can see where you are going to
have a consistent supply of high-class
pictures for the exhibitors. Wishing you
success for your coming season and with
kindest regards."
Aaron J. Jones, president, Jones, Linick
& Schaefer, Chicago, 111.: "I want to
be among the first exhibitors to con-
gratulate you and your company on your
lineup. At present business is bad in all
theatres and everyone is looking for bet-
ter times in the fall. Whoever gets these
forty-one pictures, or even a fair por-
tion of them, ought to make money. I
hope your company makes as much, for
you certainly deserve it. '
These are but a few of the scores of
commendatory communications received.
Name of Backer Picture
Starring J. B. Warner
Changed to "Big Stakes"
Franklin E. Backer has changed the
title of J. B. Warner's first starring ve-
hicle to "Big Stakes." This Western
special was previously announced as
"High Stakes," as that was the original
title of the story when printed in the
A merican Magazine.
It was learned, however, that a pre-
vious film had been called "High Stakes,"
so the second title was chosen.
This is the first of a series of six West-
ern specials in which J. B. Warner is the
star.
Chicago, 111.— Cohan & Harris will
build a 1,600-seat theatre in fall. Plan3
are being prepared by A. N. Rebori,
architect.
58
EXHIBITORS HERALD
June 10, 1922
Selznick Completes
First Film on Coast
"Under Oath" Hammerstein
Starring Vehicle Ready
at United Studios
Selznick has comphted its first produc-
tion on the West Coast since the produc-
ing units moved from the east to United
Studios at Los Angeles. The picture is
"Under Oath" and stars Elaine Ham-
merstein. It is from a story by Edward
J. Montague and was directed by George
Archinbaud.
"John Smith" O'Brien Film
Selznick also announces that "John
Smith" is the title of the forthcoming
Eugene O'Brien picture. The title, it is
said, has created considerable comment
because of its unusualness. Little Mary
Astor apnears in the leading role in sup-
port of O'Brien. Others in the cast are
Vivia Ogden, William J. Ferguson, Ester
Banks and Frankie Mann.
Among the events on the West Coast
aside from the completion of its first pro-
duction was the opening of the Selznick
production, "Reported Missing," at Tal-
ly's Broadway theatre. City and state
officials were in attendance including
Governor William ©ennison Stephens of
California.
Among the revivals which Lewis J.
Selznick is distributing through Select is
"The Forbidden City," starring Norma
Talmadge. This reissue follows the Con-
stance Talmadge film, "Experimental
Marriage."
Greet Jack Dempsey
Conway Tearle and Ralph Ince, star
and director in Tearle's latest Selznick
picture, "The Referee," were among the
many persons who were on hand to greet
Jack Dempsey on his return from Eu-
rope. Joe Humphries, famous announcer,
who plays a part in the Tearle fight
story, was also on hand.
De Havens in Domestic
Comedies a Hit Says R-C
The wisdom of the selection of Mr.
and Mrs. Carter De Haven as stars of
a series of two-reel domestic comedies
is being proven daily by the numerous
comments which are being received by
the home offices of R-C pictures the
company announces. The De Havens,
in the opinion of many exhibitors as
well as motion picture fans, .are the
logical successors of Mr. and Mrs. Sid-
ney Drew, whose place in the comedy
field has never been filled since the
death of Mr. Drew.
Especial attention is being paid to
the selection of stories which are to be
developed around some new and amus-
ing situation in the lives of newlyweds.
Malcolm St. Clair is directing them in
the scries under way at R-C studios.
Expect Next Barry Film
To Surpass "School Days"
Warner Brothers announce that the
forthcoming Wesley Barry picture,
"Rags to Riches," a Harry Rapf produc-
tion which is being produced at the War-
ner Coast studios, will duplicate and sur-
pass the ponularity that is following in
the wake of the current Barrv attraction,
(ins Edwards' "School Days."
Production of "Rags to Riches" is well
under way. Wallace Worslcy is Handl-
ing the megaphone.
MADGE KENNEDY, who will forsake
the stage and return to the screen to
star in a series of six productions for
Kenma Corporation.
Madge Kennedy Back
in Kenma Photoplays
Star Will Feature in Six
Productions by Newly
Formed Company
Madge Kennedy will forsake the stage
and return to the screen to star in a
series of six productions for Kenma
Corporation. The new concern is com-
posed of men who have not previously
been identified with the motion picture
industry. Harold Bolster, investment
banker, is president of Kenma Corpora-
tion; Rufus Steele, magazine and
scenario writer, vice-president, and
George Brokaw, attorney, is secretary
and general counsel.
Have Story by Major
, The company has obtained the rights
for the filming of Charles Major's novel,
"Dorothy Vernon of Haddon Hall." This
will be among the early productions in
which Madge Kennedy will star. Pro-
duction of the first of the series will be
Started soon at Tilford Studios, N. Y.
Numerous other companies, it is stated
were strong bidders for the screen
rights to Major's story, for which
Kenma paid $15,000.
The company has also secured the
rights to the John Golden stage play.
"Dear Me," the work of Luther Reed
and Hale Hamilton, which is being
adapted to the screen. A prominent
director has been engaged to direct the
scries.
First Film in September
According to present plans the first
of the new series will be presented on
Broadway early in September. Direct-
ors of the newly-formed company are:
Chester B. Humphrey, vice-president of
Old Colony Trust Company, Boston;
Francis L. Robbins, Jr., attorney; E. R.
Grasselli, president Grassclli Chemical
Company, and William C. McTamahan,
vice-president. Petroleum Heat and
Power Company.
Score of Features
Bought From Arrow
De Luxe Has Rights to Film
for Territory in Two
Eastern States
A transaction, one of the largest of re-
cent dates in the independent field, has
been made between Arrow Film Corpo-
ration and De Luxe Film Company of
Philadelphia.
Under the terms of the contract, De-
Luxe obtains the rights to a score or
more of Arrow features for the Eastern
Pennsylvania and Southern New Jersey
territory.
Johnston Closes Deal
W. Ray Johnston, vice president, rep-
resented Arrow in the negotiations, and
Tony Luchese and Oscar Neufeld
represented De Luxe.
This is the product obtained by De-
Luxe: "The Broken Silence" and "Jac-
queline," James Oliver Curwood produc-
tions; four Peter B. Kyne pictures, "A
Motion to Adjourn" "Back to Yellow
Jacket," "One-Eighth Apache" and one
picture yet untitled; six Jack Hoxie
films; four Neva Gerber pictures; "The
Innocent Cheat," Arrow's big fall spe-
cial; "Chain Lightning," the Ann Little
race track drama, and "The Deceiver,"
all star special.
Is Optimistic Forecast
Arrow points out that this big pur-
chase of fall product indicates the faith
state right buyers have in the future of
the independent field.
Assigned Third Spanish
Role in Reid Production
As Wallace Reid's leading woman in
"The Ghost Breaker," Lila Lee will have
her th-rl succes-
sive Spanish role.
Th- other two
were "1 he Dic-
tator" and
"Blood and
San d." Walter
Hicrs has a
blackface role in
the new Reid
picture. This
will be the first
time th<; com-
edian has put on
the burnt cork
during his screen
career.
A group of
prominent players have been selected for
the cast of "The Old Homestead." They
are: Theodore Roberts T. Roy liarncs,
Fritzi Ridgeway, Harrison Ford, George
Fawcett, Edward Brady and Ethel Wales,
lames Cruze has launched production on
the picture. Walter Woods is supervis-
ing 'the production.
Whale Harpooning Is Big
Scene in New Production
Whale harpooning is one of the fea-
tures in production being made by VV hal-
ing Film Corporation. The picture,
"Down to the Sea in Ships," stars Ray-
mond McKee. Several days were spent
at sea to obtain the whale scenes.
Lila I .' ■
"Golf" Is Semon's Next
Larry Semon's next Vitagraph comedy
will be "Golf." A golf enthusiast him-
self, Larry should score heavily with a
comedy of this character.
June 10, 1922
EXHIBITORS HERALD
59
Uses Radio;
Cuts Toll
Manager J. H. (Curley) Calvert
of the Universal exchange at Kan-
sas City, is equipping all salesmen's
cars with radio receiving sets. At
4 o'clock each day instructions to
the salesmen are broadcasted from
the local station.
Manager Curley states that this
system will effect a saving in long
distance calls, as the exchange's tel-
ephone bill approximates $200 a
month. He also believes that the
saving should reduce the cost of
product to exhibitors.
Each automobile is being
equipped with a radio set at the
cost of $35.
Laemmle Supervises
Kentucky Derby Film
Eight Cameras Directed on
Classic — Baggot Wields
Megaphone
Carl Laemmle, president of Universal,
was on hand to supervise filming of the
recent race at Churchill Downs in which
Morvich led the field for scenes in the
company's forthcoming special "The
Kentucky Derby." King Baggot is di-
recting the feature.
Churchill Downs officials cooperated
with the producer and enabled him to
obtain some remarkable shots of the
race. Eight cameras were grinding con-
stantly during the great event.
Many Scenes Shot
President Laemmle overlooked the
work of his cameramen and directed from
the box of Colonel Whallen, veteran
•horseman, and later iron: the box of
Ben Block, owner of Morvich.
i Scenes obtained at Churchill Downs in-
clude the horses leaving the paddock,
the activities of the jockeys, the parade
before the judges, the jockeying at the
start and other phases of the race.
Denny in Cast
Members of the cast who accompanied
the director were: Reginald Denny, Lil-
'lian Rich, Kingsley Benedict, Gertrude
Astor, Lionel B^lmore, Walter McGrail.
Emmet King and others.
"The Kentucky Derby" is an adapta-
tion of Charles T. Dazey's "The Sub-
urban."
French Journalist Joins
Pickford-Fairbanks Staff
M. Robert Florey. prominent French
writer who is on the West Coast to write
news and feature stories for Cinemaga-
sine of Paris, has joined the Pickford-
Fairbanks publicity staff to do special
writing for the foreign department.
Later, it is stated, he will write biog-
raphies of Mary Pickford and Douglas
(Fairbanks.
Rehearsals Started for
New Griffith Photoplay
D. W. Griffith has begun rehearsals for
lis next photoplay for publication
;hrough United Artists Corporation. The
new production is described as a comedy-
irama now being outlined under the
working title of "At the Grange." The
;tory is by Irene Sinclair of Kentucky.
I"he cast has not yet been selected.
Associated Exhibitors Pictures Win
Favor With Public and Theatre Men
Lloyd's Latest Receives Unanimous Praise of the
Reviewers in Los Angeles— Exhibitor Calls
Comedian "Screen's Best Actor"
Associated lixhibitors features are win-
ning favor among exhibitors and patrons
throughout the country- This fact is dis-
closed in the many favorable newspaper re-
views on the company's product and in the
great volume of commendatory letters re-
ceived at the home office from theatre men.
One of the company's pictures on which
reviewers have been unanimous in praising
is Harold Lloyd's feature length comedy.
"Grandma's Boy." Following the world
premiere at the Symphony theatre in Los
Angeles, newspapers devoted more than
the usual space to reviewing the comedy.
Warns Other Comedians
The Evening Herald said : "Lloyd is
coming so fast that the other film comedi-
ans who think themselves his rivals are suf-
fering from acute palpitation of the heart —
and some of them will have the disease in
their pocketbooks if they don't hurry and
head off this cinematic meteor."
The Evening Express said: "Sapient ob-
servers who saw Lloyd's first five reel fea-
ture and heard its audiences roar with glee
predicted a run cf many weeks for the pic-
ture. It is unlike anything Lloyd has ever
done and displays the star as an actor of
broader scope than his most ardent admir-
ers have known."
All other papers were equally as commen-
datory in their reviews.
"He Is the Best"
But Lloyd is not popular only with the
reviewers. While in New York recently,
John Hamrick, owner cf the Blue Mouse
theatres in Seattle, Tacoma and Portland,
said :
"I consider Harold Lloyd the very best
actor on the screen today, man or woman,
bar none. I am by no means alone in this
judgment, for the packed houses that greet
even- screening of any of his pictures in
our territory testifies to his universal popu-
larity. He is a star whose name alone is a
guarantee of success."
story
Hie (
1
MONTE BLUE and Sigrid Holmquist
in "My Old Kentucky Home," a Ray
Small wood-Pyramid production d i s-
tributed by American Releasing Corp.
Bookings on the company's other subjects
are setting a fast pace. A. F. Brentlinger
of the Liberty theatre at Terre Haute, the
Victory, at Evansyille and the Orpheum at
Fort Wayne, is signing up for the pictures
in pairs. He has just booked "Silas Mar-
ner" and Leah Baird's "Don't Doubt Your
Wife" for first runs at his three houses.
Relative to "Silas Marner," the home of-
fice has received a communication from Dr.
Ernest L. Crandall, director of lectures and
visual instruction on the New York board
of education, stating:
"I wish to thank you for the courtesv of
giving us a preview of your new film, 'Silas
Marner.' I wish some arrangement could
be made whereby the teachers of English in
our high schools could see this picture at an
early date. 1 am quite sure that this would
stimulate attendance, and I believe they
would all wish their pupils to see it"
Will Play Jersey City
Since its week's run at the Central the-
atre on Broadway, the demand for bookings
on "Lady Godiva" are said to have been
greater than_ever. Among late bookings
are those of frank Hall for his two houses
in Jersey City and A. C Morrison for his
Majestic at Hartford, Conn.
Many bookings have beem received al-
ready for Florence Vidor's second starring
picture, "The Real Adventure," which was
published on May 2S.
Handle Distribution
Of "Curse of Drink"
L. Weber and Bobby North
Acquire Rights for
America
The Big-Six-Star special, "The Curse
of Drink," produced by the Export and
Import Film Co., has been sold to L.
Lawrence Weber and Bobb/ North of
1600 Broadway for American distribu-
tion. Export-Import will retain the for-
eign rights to the picture.
The feature is declared to be a roman-
tic melodrama with volcanic action at
the climax. The story also combines
the picturesqueness and sentiment of
the "folks back home," the comedy of the
rural regions, and the romance of wealth
and property.
Stars of first rank are in the cast. They
are: Harry Morey, Edmund Breese and
George Fawcett
On the feminine side Marguerite
Clayton carries the leading role. Little
Miriam Battista, child star, also has an
important part.
Big Bookings Reported on
Reissue of "Enoch Arden"
A reception such as is seldom accorded
any revival is reported by the New York
Exchange of R-C Pictures Corporation
on "The Fatal Marriage," a revival of
"Enoch Arden," supervised by D. W.
Griffith and starring Wallace Reid and
Lillian Gish. which will be issued by R-C
on June 18.
Advance bookings include the entire
Keith, Moss and Proctors circuits.
60
EXHIBITORS HERALD
Tune 10, 1922
Fox Goes Abroad to Confer With
Directors and European Authors
Producer Announces Before Sailing That He
Leased 44th Street Theatre in New York
for ' 'Monte Cristo" Premiere
Has
W illiam Fox has sailed for a three
months' stay in Europe. The trip will be
a combination of pleasure and business.
In England he will sit in a series of con-
ferences with his director, Harry Mil-
larde, and A. S. M. Hutchinson, author
of "If Winter Comes." Under Mr. Fox's
supervision will be perfected details of
the production of the popular novel in
England by Mr. Millarde.
Mr. Fox will visit Italy to confer at
his studios in Rome with J. Gordon Ed-
wards. The producer, while there, will
review "The Shepherd King," which Ed-
wards has just completed filming in
Palestine and Egypt. He also will lay
plans for further productions to be made
against the background of Italy, Greece
and other European countries.
To Confer With Authors
England, France, Belgium, Germany,
Switzerland, Italy, Hungary and Austria
will be Ti'sited. Mr. Fox has appoint-
ments with dramatic authors and writers
throughout Europe and expects to bring
back much new material to be produced
during next winter.
Before sailing Mr. Fox announced that
in addition to having leased the Apollo
and Lyric theatres in New York, where
two of his pictures are now playing, he
had obtained the 44th Street theatre
where, beginning on August 15, he will
present his special, "Monte Cristo," for a
limited season in New York.
Lists New Features
In addition to the attractions now play-
ing or announced for New York show-
ings— -"Silver Wings" at the Apollo thea-
tre, "Nero" at the Lyric and "Monte
Cristo" at the. 44th Street — the Fox list
includes the following specials: "The Fast
Mail," melodrama based on the Lincoln
J. Carter stage thriller; "A Fool There
Was," staged by Emmett J. Flynn,
founded on Porter Emerson Browne's
stage play and which was inspired by
Kipling's poem "The Vampire"; "Lights
of New York," a screen novelty directed
by Charles J. Brabin; "My Friend the
Devil," a strong dramatic work staged
by Harry Millarde of "Over the Hill"
fame and based on George Ohnet's novel,
"Dr. Rameau"; "A Little Child Shall
Lead Them," directed by J. Searle Daw-
ley and said to be one of the finest pro-
ductions on the Fox list; and "The Town
That Forgot God," an American family
play directed by Harry Millarde.
Promises Other Specials
Besides these, there will be several
more specials published in the middle of
the'season, after January 1. Among them
will be "If Winter Comes," produced in
England, and "The Shepherd King," pro-
duced in Palestine.
Speaking of these productions, Mr. Fox
voiced a belief that the style of motion
pictures appealing most strongly to the
public has changed in the last year or two.
The public now, in his view, favors stories
dealing with home problems and the
saner, finer things of life generally.
The most encouraging thing, he said,
was the public demand which had tended
to create a healthier and cleaner style in
screen production.
y 9
Weiss Bros. May Handle "Destiny
Through National Exchange System
Weiss Brothers Artclass Pictures Cor-
poration announces that its new special,
temporarily titled "Destiny," may be dis-
tributed through one of the leading na-
tional exchange systems. Until negotia-
tions are concluded no details of the plan
will be made public.
The company states that since its ac-
quisition of the picture, it has received
many flattering offers for its distribution.
Indications are, however, that "Destiny"
will go through one of the national ex-
change units.
Plans Entire Summer Run
After consummation of this deal, the
picture will be given its premiere at one
of Broadway's leading theatres. Artclass
officials say that in their opinion the pro-
duction will play the entire summer in
New York.
Commenting ancnt the recent settle-
ment of the litigation involving "After
Six Days," the feature production of the
Old Testament, Louis Weiss offers the
figures mentioned in the suit to prove his
recent statement that this film is the first
million dollar production intended for
state right distribution.
The litigation, settled out of court, and
which resulted in Weiss Brothers' Art-
class Pictures Corporation obtaining con-
trol of the film for the United States and
Canada, together with several foreign ter-
ritories, brought out the fact that several
national distributors had offered cash ad-
vances running into many thousands of
dollars. It is a matter of court record
that an offer of $150,000 cash advance
was refused for "After Six Days."
The court action also made clear that
the film wae five years in the making,
had employed a large army of artisans,
performers and directors and had cost
close to $1,000,000 to produce.
Have Confidence in Field
In view of the foregoing, Weiss Broth-
ers believe that their action in holding
this film for the independent exchanges
is an evidence of their confidence in the
state right field. It is also thought the
distribution of "After Six Days" through
the channels of the state right field will
do much toward enhancing the standing
of the independent exchangemen with
the leading exhibitors of the country.
It is likely that the film will be offered
for its premiere showing during August.
Ay won Announces Its
1922-23 Productions
President Hirsh Predicts
Banner Year Ahead for
Independents
A series of six big productions for the
1922-23 season are announced by Nathan
Hirsh, president of Aywon Film Corpo-
ration. Heading the program is a picture
starring Maciste which has not as yet
been titled, production of which is under
way by Societa Itala in Italy. Maciste
will be remembered for his work in
"Caliria" and "The Warrior."
Travers Film on List
Other productions on the Aywon
schedule are "White Hell," a Northwest
melodrama, starring Richard Travers,
which will be published in fall; "With
Wings Outspread," produced in Cuba
with an all-star cast; a series of twelve
two-reel Western pictures starring Cher-
rokee Gill, the Indian player; and a series
of "Diamond Dot" five-reel features.
Forecasts Good Business
In addition to tfiese, negotiations are
also under way for a number of well-
known independent productions which
will be announced later.
"I believe that the next season will be
a banner one for the independent dis-
tributor," said Mr. Hirsh, commenting
on conditions.
Harry Myers to Feature
In New Goldwyn[Picture
Goldwyn has engaged Harry Myers for
an important comedy role in "Captain
Blackbird," Ca rey Wilson's romance of
the South Sea Islands.
The scenario has been assigned to R.
A. Walsh as his first production in asso-
ciation with Goldwyn. Two other mem-
bers of the cast have been selected,
George Siegmann and William V. Mong.
New Film Marks Birthday
Of Pathe Cartoon Series
"Aesop's Film Fables," Pathe's weekly
animated cartoon, celebrates its first
birthday with the publication of "The
Maid and the Millionaire" on June 11,
when the series produced by Fables Pic-
tures, Inc., and created by Cartoonist
Paul Terry, completes fifty-two weeks of
screen success.
Film to Depict Flapper
Mary Anderson, Harry Morey, Thurs-
ton Hall, Julia Swayne Gordon and
Joseph Stryker have been chosen for the
cast of a picture which will present Ivan
Abramson's conception of the American
flaopfer, to be produced by Graphic Film
Corporation.
Promises Best Hines Film
In "Torchy's Nut Sunday," latest of
the Johnny Hines' two-reel comedies,
C. C. Burr promises one of the best short
comedy subjects published this year.
The picture, says Mr. Burr, has called
forth the comedian's best efforts.
Gets Neai Hart Pictures
Export & Import Film Company, Inc.,
has acquired all the available Neai Hart
productions for the entire foreign mar-
ket through a contract with Pinnacle
Productions, Inc., of Chicago.
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 58
An official of the Lord's Day Al-
liance announces that his organiza-
tion will seek enactment of blue
laws, which make your attendance
at a Sunday theatre unlawful, in
forty-three states next year. When
you next cast your ballot for your
state legislators, vote for men who
can not be swayed by these fanati-
cal reformers.
An Editor Who Knows
Condemns Censorship
Constructive publicity is not a term applied exclusively to news-
paper articles bearing upon the merits of a certain theatre or produc-
duction. This belief is far too prevalent, and there is a tendency to
underestimate the value of newspaper stories which treat the subject
of motion pictures in a general way. Both forms of publicity are
vital to success. The sooner this fact is appreciated by the majority,
the sooner will the industry free itself from the tentacles of the
fanatical reformer.
This department is in receipt of an edi-
torial which was published in The Daily
Banner at Mt. Vernon, O., the home of
Mrs. Snow, chief censor of the state. This
editorial in no way refers to the owner of
the Lyric theatre, to whom this department
is indebted for the article, but nevertheless
it is constructive, and undoubtedly has in-
fluenced many readers against legal censor-
ship of motion pictures.
The Banner editor, a disinterested person,
presents his case against legal regulation in
a concise and convincing manner. He has
given to the entire industry propaganda
which should prove of incalculable value.
Every exhibitor should display his gratifi-
cation by publishing this editorial in his
theatre program. It follows :
"Movie Censorship"
"The Motion Picture Theatre
Owners of America, in session at
Washington, adopted a resolution
which declares that censorship of
movies is just as much opposed to
American ideals of freedom as cen-
sorship of the press or denial of the
right of free speech. Somehow the
movies do not appear to be quite
in the same position as the press
or the right of free speech and
thought. Yet, on the whole, the
movie men are right.
"The force of their opposition is
directed against the censorship
boards established in some states or
cities. The wide variation in de-
cisions of such boards in itself
shows how far from infallible they
are. Something which is regarded
as highly unfit for public presenta-
tion in one section is considered
wholly suitable and acceptable in
others. All the usual faults of mo-
tion picture censorship come to
mind without undue effort to recall
them. The public has pretty gen-
erally regarded it as harmful rather
than beneficial.
"Motion picture men, like many
citizens who thoroughly enjoy the
movies at their best, are coming to
believe that an indirect censorship
will work better in the long run.
This censorship is to be found in
the public's own expression of ap-
proval or disapproval, and in the in-
telligence, good sense and develop-
ing artistic taste of producers. This
sort of censorship could scarcely
blunder any worse than some cen-
sorship boards occasionally have
blundered. Perhaps in the long run
it will be the most successful meth-
od."
It is a significant fact that the editorial
was written by an editor in one of the few
states having legal censorship. He has seen
the workings of legal censorship through
Hose observation. He is in a position to
know its faults, and to advise.
Fxhibitors who publish this editorial in
their programs must not overlook this fact.
An introductory paragraph will give the
editorial added significance.
Mrs. Oscar Hammerstein
Featured in Equity Film
Daniel Carson Goodman, president of
Goodman Productions, Inc., producing
"What's Wrong With the Women" for
publication through Equity Pictures,
will introduce to the screen Mrs. Oscar
Hammerstein, who is making her motion
picture debut in this film. Mrs. Ham-
merstein has been before the public
since the death of her husband in con-
nection with the disposition of the fa-
mous old Metropolitan Opera House.
New Productions Are
Completed for Arrow
Many new productions for Arrow have
been completed, prominently among
which is "One-Eight Apache," made by
Ben Wilson from Peter B. Kyne's story.
Roy Stewart and Kathleen Kirkham are
starred. It is a society and western
picture.
A new Eddie Lyons comedy entitled
"Follow Me" has also been received and
will be published shortly.
Farnum in New Picture
William Farnum has started work at
the Fox New York studio >n a picture
written by Mary Murrillo under the
working title, "The Miracle Child." Her-
bert Brenon is directing it.
Order Your Slides
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, 111.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
Name
(Write name and address legibly)
Theatre
Street
Cit-y
62
EXHIBITORS HERALD
June 10, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement.
Unsigned letters will not be
printed.
"The Tide Has Turned"
CHICAGO. ILL.— To the Editor: I have
just read your article on "The Tide Has
Turned" and 1 personally am delighted to
see that this article has been published, and
also want to compliment you on the promi-
nence you have given the same. I sin-
cerely trust you will make it a point to
follow it with an article each week of a
similar nature from someone else in the
trade.
There has been, unfortunately, too much
talk about the drop in business conditions,
too much uncallea-for pessimism and no
note of optimism until the article appeared.
The exhibitors have reached a point
where those who had any feeling at all that
business was not what it should be had
their viewpoint strengthened by constant
wail of their brother exhibitor who is
talking about closing for the summer or
keeping open three days a week, and put-
ting the fear of bad business into the
heart of every exhibitor in the country.
It is ridiculous to assume that the heat
conditions this summer can be as abnormal
as they were last summer, and hence it is
the safest kind of a safe bet to assume that
business conditions from this standpoint
alone must be better than they were a year
ago.
It likewise stands to reason that indus-
trial conditions, changing as they are, the
trade must get the benefit of it; but the
whole keynote to the successful handling
of the business is to convince the exhibitor
that these conditions are coming, and that
with proper handling of his business he will
participate in better times.
I again wish to commend you for the
publishing of this article, and again will ask
you to follow it up with a series of other
"articles of this type— J. L. Friedman, Cele-
brated Players Film Corporation, Chicago,
111.
Eloquent Figures
MARSHALL, TEX.— To the Editor:
On page 38 of your May 10th edition
you have an article headed "Admission
Taxes in March Show Attendance Gain,"
and then back up this statement by
showing March admission tax to be
about $400,000 over February.
According to my calendar there were
only 28 days in February, compared with
31 in March, and the figures you give
show a decrease in business. Let's not
fool ourselves, and others. — H. A. Cole,
manager, Grand theatre, Marshall, Tex.
Explaining Tax Law "Joker"
EDITOR'S NOTE: — The following letter, ex-
plaining an apparent "joker" in the tax law re-
vealed by Elbert I. Conroc, Conroe's Play House,
Conroe, Tex., in a letter printed in this column
in the May 13 issue, has been received from the
Internal Revenue Department.
WASHINGTON, D. C— To the Ed-
itor: Reference is made to your letter
under date of May 5, 1922, wherein you
enclose a clipping from a recent issue of
your publication and at the same time
request a ruling governing the case.
You arc probably aware the Revenue
Act of 1021, after imposing a tax upon
admissions, further provides that no tax
Marion Davies in a scene from "The Young
Diana," a Cosmopolitan-Paramount picture.
shall be applicable to admissions, all the
proceeds of which inure to the benefit of
certain classes of organizations listed
thereunder.
It is difficult to furnish a definite ruling
on the case in question in absence of
information as to the circumstances ex-
isting, but it appears the local guarantors
of the Chautauqua paid the White and
Myers Chautauqua Association a fixed
sum, namely $675, for the performance
given and arranged that all proceeds
over and above the amount paid for the
talent and other necessary expenses was
to inure to the benefit of a charitable
institution.
It would appear that if the agreement
between the Chautauqua Association and
the local guarantors was the payment of
a fixed amount for the talent and that
such amount was a bona fide charge such
as was usually made for the particular
talent afforded that no evasion of the
tax is necessarily contemplated if ex-
emption is claimed on the ground that
the proceeds, after the payment of such
fixed expenses, are to inure to a char-
itable institution. Of course this expres-
sion of opinion is based on the assump-
tion that the amount paid for the talent
was reasonable and that the application
for exemption was made in good faith.
In the event that there are circum-
stances existing which would be con-
trary to the spirit of the law, this office
will upon receipt of advice to such effect
take the necessary steps to conduct a
thorough investigation of the case when
so presented. — A. C. Holden, Deput>
Commissioner, Treasury Department,
Washington, D. C.
Contracts That Bind
OSCEOLA, NEB.— To the Editor:
"The Mistress of the World" is the big-
gest frost of the film age to date. It's a
joke in entertaining value and a sure
loser to the box office for several weeks.
Paramount should have at least 99 years
at hard labor for this.
I tried to get out of playing this
bloomer and offered to take any old
thing to the same money amount. But
"No, you have contracted and must
play." I figure with poor business and
walk-outs I paid the biggest price for
this of any picture played in eight years
as an exhibitor.
Gentlemen, leave it alone and be care-
ful of these fellows in the future. —
Harry Musselman, manager, Auditorium
theatre, Osceola, Neb.
Producing Famous Song
Oscar Lund is producing "Love's Old
Sweet Song" from the story by Augustus
P.ertilla at Paragon studio, Fort Lee, N. J.
FILM LAUGHS FROM
TOPICS THE DAY
SELECTED BY
TIMELY FILMS INC.
I kin remember when the music in the
heir was broadcast from the woodshed. —
Cincinnati (O.) Enquirer.
*
"Listening in" with the radio is bound to
bring ears back into style. — Youngstoim
(O.) Telegram.
*
"I do not like the radio," said Ezra
Arthur Hines. " 'Tis much more fun to
listen in Upon the party lines." — Portland
Express.
*
The pleasure of receiving the box score
by radio will be doubled if they have some-
one ' cuss the umpire between plays. — New
Castle Herald.
* ,
With the radiophone in receptive mood,
all the family quarrels may be enjoyed by
the neighbors without putting ears to the
walls or opening the windows.— "Topics of
the Day" Films.
Now that they make love by radio there's
some fast sparking.— Columbus (O.) Citi-
zen.
*
The only objection some people find in
the wireless telephone is that it furnishes a
reason for staying at home. — South Bend
Tribune.
*
"Spiffins is the most henpecked man in
the world. His wife makes him put on eve-
ning clothes to stay at home and listen to
a radio concert." — Montreal Herald.
*
If these wireless telephones keep on, a
man's wife can talk to him no matter where
he goes. — Greenville Piedmont.
*
When Shakespeare wrote, "Thou wilt not
trust the air with secrets," the radio had
not been invented. — Birmingham Age-Her-
ald.
*
Perhaps the St. Louis man named his
baby Radio because you can hear it so far
away. — Columbus (O.) Citizen.
State Right Market
Active With Sales in
East and Middle West
The following sales in the independ-
ent field have been consummated within
the last few days. Major Film Com-
pany of Boston and Bobby North of
the Apollo exchange have purchased
from Affiliated Distributors the Carewe
special "I Am the Law." I
Canadian rights to "The Parish Priest
have been purchased by Special Attrac-
tions of Toronto. The picture has
opened at a Montreal theatre.
"The Parish Priest" also has been
purchased for Western Pennsylvania
and West Virginia by Columbia Film
Service of Pittsburgh, and for Indiana
by H. Lieber Company of Indianapolis.
Goldstone Offers Picture
Phil Goldstone is offering state right
buyers a melodramatic picture under the
title, "Deserted at the Altar." I. H.
Simmons will exploit it. Mr. Goldstone
states that "Deserted at the Altar" wa«
chosen because of its box office title and
National appeal.
June 10. 1922
EXHIBITORS HERALD
63
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this department.
It is a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD ev ery week what the picture
did for tne other fellow, thereby getting the only possible guide to box office values. Address "\\ hat The
Picture Did For Me." EXHIBITORS HERALD. 417 S. Dearborn St. Chicago.
American Releasing
Cardigan, with a special cast.— Pleased
fine house. A historical production.
Nevertheless a very fine picture and one
that will please all classes. It was a
good box office attraction tor me. — F.
W. Horrigan, McDonald theatre. Philips-
burg. Mont. — Mining camp patronage.
Sisters, with a special cast. — A long-
drawn-out story of unhappy married life.
Well acted and beautiful scenes, but —
no draw. A real flop after the first day.
— Frank L. Browne, Liberty theatre.
Long Beach, Cal. General patronage.
Associated Exhibitors
I Reckless Chances, with J. P. Mc-
Gowan. — A good comedy drama with a
moral. Clean, and a fast moving picture.
Semi-western. Patrons all left smiling.
Drew well. — R. M. Riggs, Liberty the-
atre. Beaver City. Xeb. — Neighborhood
patronage.
The Devil, with George Arliss.— They
fail to appreciate one of this kind. — J. L.
Meyers. Liberty theatre, Ivesdale, 111. —
Small town patronage.
The Ruse of The Rattler, with J. P.
cGowan. — Proved to be a good one-
y program picture. — Meyers & Ford,
cade theatre. La Grande, Ore. — Small
wn patronage.
Hills of Missing Men, with J. P. Mc-
-wan. — Took well and pleased 100 per
nt. Book this one and give your pa-
ons a treat. Drew good. — F. S.
'ooney. Opera House, Mason City,
eb. — Neighborhood patronage.
First National
Penrod, a Marshall Neilan produc-
tion.— Excellent and sure-fire cleanup.
Drew better each day with ordinary ad-
vertising. Get them in and thev will
their friends. Drew big. S. R. O.— J. W.
Fosbender, Empress theatre. Central
Chy, Neb. — Neighborhood patronage.
THE SONG OF LIFE, with a
special cast. — Played this one
"Mothers' Day" and it went over
fine. Second night larger than the
first, with mothers coming the sec-
ond time to see it. All mothers over
forty were admitted free. — E. E.
Brownell, Pastime theatre, Suther-
land Neb.
R- S. V. P., with Charles Ray — Fair
oicture. Did not draw for us. Ray los-
ng out. — C. R. Sullivan, Fair theatre.
Amarilla, Tex. — General patronage.
Peck's Bad Boy, with Jackie Coogan.
—This picture pleased both old and
'onng. Did splendid business two
lights. The children are asking for
ackie to come back again. — Frank Ober,
toynton theatre. Boynton, Okla. — Gen-
ral patronage.
The Sign on the Door, with Norma
almadge. — Very fine production. It
leased Talmadge admirers. — C. F. Han-
cock, Lyric theatre, Stuart, Fla. — Small
town patronage.
Tol'able David, with Richard Barthel-
mess. — Played two days to good busi-
ness. Book it and boost it. Very good.
— James Le Richeux, Arcade theatre.
Camden, N- Y. — Neighborhood patron-
age.
Wedding Bells, with Constance Tal-
madge.— Business fair. A mighty good
picture. — A. H. McCarty. McCarty the-
atre, Barnesville, Ga. — Family patronage.
Stranger Than Fiction, with Katherine
MacDonald. — On the same bill with Pay
Day and made a wonderful combination.
The picture is a genuine novelty, with
heavy accent on the words "genuine
novelty." Everyone enjoyed this pic-
ture and it made a lot of additional
friends for this talented beauty. — Frank
L. Browne, Liberty theatre, Long Beach.
Cal. — General patronage.
Woman's Place, with Constance Tal-
madge.— Fair picture. Constance good
| Ever Notice
| Bibles? And |
Bank Books |
| Just happened to be reading 1
1 the "Herald" and saw what J
§ Brother Saunders of Harvard, 1
| 111., said about "The Box Of- j
1 fice Record." Well, he hasn't J
I anything on me, for the cover ■
J has been off my copy of the 1
1 "Record" for the past six 1
1 weeks, but I am still holding |
% on to the internals and hoping g
j it will stay with me until the j
| next copy arrives.
1 Don't care a darn about the jj
■ "kdwer." It's the contents ■
1 that interest me.
S I always have to give the H
1 "Herald" the once over as soon 1
m as it arrives, and then read it g
1 all as soon as I have time. m
1 Many thanks for "The Box |
| Office Record."
Respectfully yours,
MARION NELSON.
Happy Hour theatre, ]
Chalmers, Ind. E
drawing card here. Did good business
for two-dav run. — George Vaughan,
Grand theatre, Dunville. Ontario, Can. —
Neighborhood patronage.
The Ten Dollar Raise, with a special
cast. — A very excellent picture which
pleased everyone. — F. L. Franck. Oasis
theatre. Aio, Ariz. — Neighborhood pat-
ronage.
THE SKY PILOT, with a special
cast. — Advertised extensively, using
HERALD comments conspicuously,
and filled our theatre with a satisfied
crowd that left with that ''time well
spent" look. Pictures like this add
tone to your programs. — Chas. W.
Lewis, I. O. O. F. theatre, Grand
Gorge. N. Y.
The Song of Life, with a special cast.
— Excellent. The picture enjoyed good
business. — William Noble, Empress the-
atre, Oklahoma City, Okla. — General pat-
ronage.
The Wonderful Thing, with Norma
Talmadge. — This is the style of picture
Norma should stick to. It pleased 100
per cent. — C. F. Hancock. Lyric theatre,
Stuart. Fla. — Small town patronage.
Scrap Iron, with Charles Ray. — A good
picture, but Ray does not take here at
all. — A. H. McCarty. McCarty theatre.
Barnesville. Ga. — Family patronage.
The Old Swimmin' Hole, with Charles
Ray. — A six-reel show without any sub-
titles. Fair picture and business. — Olen
Reynolds, Pearl theatre. Hymera. Ind. —
Small town patronage.
My Boy, with Jackie Coogan. — A real
oicture and will satisfy the same as The
Kid. Played two days to a dandy busi-
ness.— H. F. Kennedy, Lyric theatre.
Broken Bow, Neb. — Neighborhood pat-
ronage.
Gypsy Blood, with Pola Negri. —
Heavy, gruesome foreign story. A brutal
"Carmen." Fans do not like this stuff.
Why do producers inflict it on the pub-
lic? There never was a good foreign
made picture from the box office stand-
point for us. — Ben L. Morris. Olympic
theatre. Bellaire. O. — General patronage.
The Cup of Life, a Thomas H. Ince
production. — Excellent. A fine picture,
well executed. Good photography.
Splendid business with large audiences
prevailing. — William Noble, Criterion
theatre, Oklahoma City. Okla. — General
patronage.
Stranger Than Fiction, with Katherine
MacDonald. — The star in this picture
don't mean much to us. Her looks are
Okay, but she don't show enough per-
sonal action to satisfy. Picture is bet-
ter than average with other characters
furnishing the most entertainment —
Chas. W. Lewis. I. O. F. theatre. Grand
Gorge. N. Y. — Small town patronage.
The Child Thou Gavest Me, with a
special cast. — My patrons claimed this
was the best picture they ever saw. Have
64
EXHIBITORS HERALD
June 10, 1922
had requests to bring it back. — Edwin
Lake, Lake theatre, Baker, Mont.
Wedding Bells, with Constance Tal-
madge. — As good as the average of
Connie's shows. — Olen Reyonlds, Pearl
theatre, Hymera, Ind. — Small town pat-
ronage.
Molly O, with Mabel Normand. — Ex-
cellent. • Audiences and newspaper crit-
icisms unanimous in their approval of
the picture. Splendid houses prevailed
all week. — William Noble, Criterion the-
atre, Oklahoma City, Okla. — General pat-
sonage.
Bob Hampton of Placer, a Marshall
Neilan production. — An A-l picture to
no business. No fault of picture. — A. H.
McCarty, McCarty theatre, Barnesville,
Ga. — Family patronage.
Not Guilty, with a special cast. — Abso-
lutely one of the best pictures we have
had the pleasure of running. It has
the heart interest, almost as much as
Over the Hill. Of course, it is not the
picture that was, but Brothers, if this
picture does not hold your audience and
please them, I am badly amiss. It sure
pleased here and drew a good business.
It is very tense and dramatic. The
writer very seldom reports on any pic-
ture, but this one is sure worthy of any
comment that is good. — C. H. Powers,
Strand theatre, Dunsmuir, Calif. — Rail-
road town patronage.
Dinty, a Marshall Neilan production.
— Business fair. Patrons liked this but
business did not come any better second
night.— George Vaughan, Grand the-
atre, Dunnville, Ontario, Can. — Neigh-
borhood patronage.
Lessons in Love, with Constance Tal-
madgc.— Fairly good attendance to a
good picture. Her's are always good. —
A. H. McCarty, McCarty theatre, Barnes-
ville, Ga. — Family patronage.
The Kid, with Charles Chaplin. —
Brought people in that were strangers
and the whole town still has it on their
minds. It is a good bet if you lose. — A.
F. Botsford, Botsford theatre, Sargent,
Neb. — Small town patronage.
Dinty, a Marshall Neilan production. —
I played a matinee at 4 p. m. and with
the help of the teachers had a full house.
This is a splendid picture. However, my
people evidently somehow got the idea
that on account of my matinee, which I
seldom have, that it was a kid picture,
and I had less than a hundred people in
the evening — Geo. C. Starkcy, Opera
House, Montour Falls, N. Y. — Neighbor-
hood patronage.
Salvation Nell, with a special cast. —
Wc had a bad night for this picture but
it pleased all who saw it. We were sorry
we couldn't run it on Sunday night, as
it's a good lesson. — Frank Ober, Boyn-
ton theatre, Boynton, Okla. — General
patronage.
The Woman in His House, with a spe-
cial cast. — -A well-produced picture with
an interesting story. The child star, of
course, attracts a great deal of atten-
tion and he is some little actor. Weak
spots where the faith cure is brought out
above modern surgery, the characters
were too mechanical in their actions and
the story did not seem real. — W. H.
Brenner, Cozy theatre, Winchester, Ind.
— General patronage.
The Woman Gives, with Norma Tal-
madge. — A beautiful picture and subject.
Patrons spoke highly of this one. — C. E.
Byarse. Opera House, Valley, Neb. —
Neighborhood patronage.
Love, Honor and Behave, a Mack Sen-
nett production.— Plenty of fun in this
picture. Audience well pleased. — C. H.
Simpson, Princess theatre, Millcn, Ga. —
General patronage.
Lying Lips, a Thomas H. Ince pro-
duction.— This picture pleased attend-
ance one hundred per cent. If all fea-
tures were equal to this no theatres
would be closed at present. I cannot
speak highly enough of this feature.
Book it and invite your friends and show
them an evening that will be appre-
ciated.— Win. Hoerr, Harriet theatre,
Hardin, Mont. — General patronage.
In Old Kentucky, with Anita Stewart.
— If there is such a thing as a 100 per
cent picture, this is it. It pleased high-
brow and roughneck, old and young.
The exhibitor who can't make money on
this should get a new job. It has most
of the new productions skinned a mile.
— C. E. Johnson, Paramount theatre,
Gibbon, Neb. — Small town patronage.
Mother o' Mine, a Thomas H. Ince
production.— Excellent. The picture
pleased good business and was a well-
balanced bill.— William Noble, Criterion
theatre, Oklahoma City, Okla.— General
patronage.
Lessons in Love, with Constance Tal-
madge. — A fine picture, and heard many
nice remarks as the crowd passed out.
Fair business to ten and thirty-live cents.
— G. F. Rediske, Star theatre, Ryegate,
Mont. — Small town patronage.
Courage, with a special cast. — One of
the very best to no business. — A. H. Mc-
Carty, McCarty theatre, Barnesville, Ga.
— Family patronage.
Nomads of the North, with a special
cast. — Patrons spread the word all over
town that this was "some picture." Re-
sult, good business to pleased crowds. —
A. F. Botsford, Botsford theatre, Sar-
gent, Neb. — Small town patronage.
Back to God's Country, with Nell Ship-
man. — This is a dandy. The bear acting
sure is fine. — D. A. Kooker, Happy Hour
theatre, Ewen, Mich. — Small town pat-
ronage.
In Old Kentucky, with Anita Stewart.
— From a box office standpoint this is
the best bet I played this year. Book
this and clean up. — C. E. Cooper
Strand theatre, Port Lenden, N. Y. —
Neighborhood patronage.
The Perfect Woman, with Constance
Talmadge. — Very good program picture,
but I 'have seen her in better pictures. —
C. H. Simpson, Princess theatre, Millen,
Ga. — General patronage.
Go and Get It, a Marshall Neilan pro-
duction.— Fair crowd and they were well
pleased. Great aeroplane stunts. — Frye
& Shipley, First National theatre, Im-
perial, Neb. — Neighborhood patronage.
The Golden Snare, with a special cast.
— Curwood pictures are all good for me.
Always seem to please 100 per cent here
in this vicinity. — Edwin Lake, Lake the-
atre, Baker, Mont.
In Old Kentucky, with Anita Stewart.
— Fine picture. Pleased 100 per cent. —
Britten & Lundgren, Melba theatre,
Alexis, 111. — Neighborhood patronage.
Gypsy Blood, with Pola Negri.— No
business at all. Picture very good, but
star is hated here. — A. H. McCarty, Mc-
Carty theatre, Barnesville, Ga. — Family
patronage.
Tarzan of The Apes, with Elmo Lin-
coln.— It is a house packer for me. Had
two houses packed and jammed. Pleased
100 per cent. Could have made two
good nights by splitting and adding a
good two reel comedy. — J. F. Lawrence.
Halls theatre. Halls, Tenn.— Neighbor-
hood patronage.
Fox
The Strength of the Pines, with Wil-
liam Russell. — If your people like out-
door pictures get this one and tie up with
the book stores. — Meyers & Ford, Star
theatre, La Grande, Ore. — Small town
patronage.
Shame, with a special cast. — This is a
real special. Chinese atmosphere and
setting only drawback. Exceptionally
good acting plus fine direction and
photography makes this a picture that
they'lf talk about. Gilbert has the goods.
— V. G. Bollman, Castilia theatre, Cas-
tilia, la. — Small town patronage.
Iron to Gold, with Dustin Farnum —
By iar the best Dustin has ever turned
out, and if he has a few more like this
his brother had better look out. — W. W.
White, Jefferson theatre, Jefferson City.
Tenn. — Neighborhood patronage.
Over the Hill, with a special cast-
Business very disappointing. Did not
have one hold out. Picture very good
and will please the masses. Fox forced
us to charge 33 cents, which hurt our
business more than anything else. Four
days was too much on a second run day
and date booking for 74 theatres after U
theatres ran it a week day and date in
lanuary. — Chas. H. Ryan, Garfield ■)
atre, 2844 Madison St., Chicago, IIL—
General patronage.
After Your Own Heart, with Tom
June 10, 1922
EXHIBITORS HERALD
65
Mix. — A little old but it sure hit the
bull's-eye. Patrons pleased 100 per cent.
Drew fine. — Roy Hudson, Strand theatre,
North Loop, Neb. — Neighborhood pat-
ronage.
The Lady from Longacre, with Wil-
liam Russell. — Very good Russell show.
— Olen Reynolds, Pearl theatre, Hymera,
Ind. — Small town patronage.
Sky High, with Tom Mix.— One of
Tom's best. Beautiful scenery. This
picture will please any audience. — C. H.
Simpson, Princess theatre, Millen, Ga. —
General patronage.
Over the Hill, with a special cast. —
One of the best pictures we have shown.
This subject and Queen of Sheba drew
dandy. — Mrs. O. W. Wills, Oliver the-
atre, Palisade, Neb. — Neighborhood pat-
ronage.
Queen of Sheba, with a special cast. —
Two days to fair business considering
conditions and cool spell. — Olen Rey-
nolds, Pearl theatre, Hymera, Ind. —
Small town patronage.
The Broadway Peacock, with Pearl
White. — Excellent. Only a fair return.
The picture was put on with the average
amount of advertising. — William Noble,
Rialto theatre, Oklahoma City, Okla.
General patronage.
Know Your Men, with Pearl White.
— This would have been fine with a ca-
pable actress in the leading role. Pearl
is an athlete, not an actress. Pleased
75 per cent. — V. G. Bollman, Castalia
theatre, Castalia, la. — Small town pat-
ronage.
The Roof Tree, with William Russell.
— Everyone pleased and said so. A good
clean picture. Played this with a Mutt
and Jeff comedy. Drew fair. — A. R.
Ervin, Isis theatre, Arnold, Neb. — Neigh-
borhood patronage.
Goldwyn
From the Ground Up, with Tom
Moore. — A very good picture that drew
better than average and pleased im-
mensely. Lots of fun in it, naturally
done. A real romance and all that goes
with it. A real good popular-priced fea-
ture.— Ben L. Morris, Olympic theatre,
Bellaire, O. — General patronage.
All's Fair in Love, with a special cast.
— There is about as much satisfaction in
WALTER HIERS and Lois Wilson in
an amusing scene from "Is Marriage a
Failure?" the new Paramount picture.
playing this one as there would be in
beating a carpet when you wanted to go
fishing. This is certainly a weak sister
and failed to pull film expense. It's a
vigorous attempt at comedy with weak
situations. It might go in the Fiji
Islands, but not in Nebraska. — J. C.
Jenkins, Auditorium theatre, Neligh,
Xeb. — General patronage.
The Grim Comedian, with a special
cast. — Good. The picture enjoyed good
business. — William Noble, Empress the-
atre, Oklahoma City, Okla. — General
patronage.
The Man from Lost River, with a spe-
cial cast. — Good outdoor picture, but
should not be classed as a special. Good
program picture. — J. A. Holmes, Arcade
theatre, Holtville, Cal. — Neighborhood
patronage.
Theodora, with a special cast. — A big
picture which was not properly appre-
ciated here. — Fahrney and Elson, Elec-
tric theatre, Curtis, Neb. — Small town
patronage.
The Night Rose, with a special cast. —
Four cold-blooded killings in this. Much
overdrawn type of underworld story.
Lon Chaney and Cullen Landis in great
parts. The picture pleased the people
and has good advertising possibilities. —
Ben L. Morris, Olympic theatre, Bellaire,
O. — General patronage.
The Night Rose, with a special cost. —
Excellent picture and very good busi-
ness.— William Noble, New Folly theatre,
Oklahoma City, Okla. — General patron-
age.
Dangerous Curve Ahead, with a special
cast. — Good picture. Did good business
two days. Will stand advertising. —
Geoge Vaughan, Grand theatre, Dunn-
ville, Ontario, Can. — Neighborhood pat-
ronage.
Hold Your Horses, with Tom Moore.
— One of the best pictures we ever had
of Tom Moore. Five fair reels of com-
edy drama. — Olen Reynolds, Pearl the-
atre, Hymera, Ind. — Small town patron-
age.
Honest Hutch, with Will Rogers. —
This clean, wholesome story fits Will
Rogers perfectly. Pleased 100 per cent.
— Giacoma Brothers, Crystal theatre,
Tombstone, Ariz. — General patronage.
Hold Your Horses, with Tom Moore.
— We played this on our best night but
did not get as many as usual, which we
attribute to a medicine show which had
closed a week's engagement. — J. L.
Meyers, Liberty theatre, Ivesdale, 111. —
Country patronage.
The Little Shepherd of Kingdom
Come, with Jack Pickford. — Broke all
records with this. A grand clean up at
box office. Pleased 100 per cent. A very
good picture, so sweet and clean. — A. C.
Betts, Powers theatre, Red Creek, N. Y.
— Neighborhood patronage.
The Penalty, with a special cast. — A
picture with a moral and one that pleased
my patrons. They still talk about it.
Played two days to good business. — L. L.
Hines, Lyric theatre, Benkelman, Neb.
— Neighborhood patronage.
Madame X, with Pauline Frederick. —
An old one which we hadn't played, so
we got it and showed it on an off
night to good business, considering busi-
ness as it is on this day. Will please
followers of this type of play. — J. L.
Meyers, Liberty theatre, Ivesdale, 111. —
Country patronage.
The Cabinet of Dr. Caligari.— Abso-
lutely the worst picture I ever played.
Lay off of it. My people walked out and
most of them have never come back. —
J. A. Holmes, Arcade theatre, Holtville,
Cal. — Neighborhood patronage.
The Woman in Room 13, with Pauline
piiuiiiiuinw
| Next Edition |
| September 1. |
1 Help Write It %
m Enclosed please find one dol- S
| lar ($1.00) for "The Box Office j
J Record" received some time J
| ago. |
m I have looked up in it on j
1 some pictures and find -it a I
jj handy record for exhibitors and m
U well worth the price.
1 You may send me the next jj
1 number when it is ready.
Yours truly, jj
F. E. HOFFEE, j
Odessa theatre, §j
Malvern, Ohio. B
Frederick. — Very good. Believe it
pleased 75 per cent. Business fine. — A.
C. Betts, Powers theatre, Red Creek,
N. Y. — Neighborhood patronage.
Earthbound, with a special cast. — Not
up to Goldwyn standard. My audience
didn't care for it. Did not draw. — J. A.
Holmes, Arcade theatre, Holtville, Cal. —
Neighborhood patronage.
Hod kins on
Fifty Candles, with a special cast. —
A good program picture. Chinese and
mystery stuff that keeps the interest up.
— Meyers & Ford, Arcade theatre, La
Grande, Ore. — Small town patronage.
The Mysterious Rider, with a special
cast. — Good picture which pleased large
audiences. — William Noble, Broadway
theatre, Oklahoma City, Okla. — General
patronage.
The Mysterious Rider, with a special
cast. — Play this with a single reel poem
by Edgar Allen Poe and it is a knockout.
Played to capacity business for two days.
— H. D. Landon, Imperial theatre, Im-
perial, Neb. — Neighborhood patronage.
God's Crtcible, with a special cast. — A
very good picture but too much detail
acting. Good program picture. — J. A.
Holmes, Arcade theatre, Holtville, Cal. —
Neighborhood patronage.
French Heels, with Irene Castle. —
Proved to be a good attraction for one
day. — Meyers & Ford, Arcade theatre,
La Grande, Ore. — Smill town patronage.
The Face of the World, with a special
cast. — Good. This picture was well re-
ceived and enjoyed splendid business. —
66
EXHIBITORS HERALD
June 10, 1922
William Noble, Broadway theatre, Okla-
homa City, Okla. — General patronage.
The U. P. Trail, with a special cast. —
Had a bad storm for the first showing
but on the second did a good business.
Book this and give them a real treat.
Roy Stewart at this best. — J. M. Teller,
American theatre, Madrid, Neb. — Neigh-
borhood patronage.
Metro
Turn to the Right, a Rex Ingram pro-
duction.— One of the best and cleanest
pictures I ever had in the house. Pa-
trons said so, too. Book this one and
you can't go wrong. Drew well. — -W. M.
Ranbeaux, Tivoli theatre, Bartley, Neb.
— Neighbprhood patronage.
Camille, with Nazimova. — The worst
play Nazimova was ever in. Did not
please my audience. — J. A. Holmes, Ar-
cade theatre, Holtville, Cal. — Neighbor-
hood patronage.
The Four Horsemen, with a special
cast. — This is the greatest pulling mag-
net we ever had in our house. Is a one-
day house but we showed this one three
days to capacity. No doubt. It's won-
derful. We can't but congratulate Metro
on this one. — J. Carbonell, Monroe the-
atre, Key West, Fla. — Neighborhood
patronage.
Garments of Truth, with Gareth
Hughes. — Clean, clever comedy drama.
Hughes very good in his part and is
most appealing. Star not well known
and picture did not draw business. The
only fault. — Ben L. Morris, Olympic
theatre, Bellaire, O. — General patronage.
The Four Horsemen, with a special
cast. — A real picture, if there ever was
one. Pleased all and they are still talk-
ing about it. Will play it again in three
months. Good business, although it
snowed. — Otto J. Petrich, Rex theatre,
Vale, Ore.— Neighborhood patronage.
Fightin' Mad, with William Desmond.
— A mighty good western with plenty of
action. Pleased fairly good business two
nights. — J. C. Jenkins, Auditorium the-
atre, Neligh, Neb. — General patronage.
The Conquering Power, with Rodolph
Valentino. — A high class production and
should please any audience at regular
prices. — J. A. Holmes, Arcade theatre,
Holtville, Cal. — Neighborhood patron-
age.
Camille, with Nazimova. — Rodolph
Valentino and Nazimova shared honors
and Camille brought down to date passed
with big business in enthusiastic manner.
— Giacoma 3rothers, Crystal theatre,
Tombstone, Ariz. — General patronage.
The Little Fool, with a special cast.—
This is a very clever little picture. — Geo.
C. Starkey, Opera House, Montour Falls,
N. Y. — Neighborhood patronage.
The Four Horsemen, with a special
cast. — Played three days to capacity
business. Patrons did not register one
kick. Some picture. — Harry McBeth,
Gem theatre, Ord, Neb. — Neighborhood
patronage.
Fightin' Mad, with William Desmond.
— Broke house records with this one.
Best western ever played here. Book it
and boost it. Action from start to finish.
— J. A. Holmes, Arcade theatre, Holt-
ville, Cal. — Neighborhood patronage.
The Price of Redemption, with Bert
Lytell. — Did not see this picture myself,
but the next day I asked a number of
my people and could find no one who
liked it. — Geo. C. Starkey, Opera House,
Montour Falls, N. Y. — Neighborhood
patronage.
The Misleading Lady, with Bert Lytell.
— All comments heard on this were favor-
able. A great comedy drama. Drew
a little better than the average lately. —
J. L. Meyers, Liberty theatre, Ivesdale,
111. — Small town patronage.
The Greater Claim, with Alice Lake. —
This one is hard to beat. The story is
very interesting and it is not unconvinc-
ing. Miss Lake handles the situations
nicely and established herself with my
audience. Better play it. — J. C. Jenkins,
Auditorium theatre, Neligh, Neb. — Gen-
eral patronage.
The Saphead, with Buster Keaton. —
This picture went over big here. Good
business. Run it as a special with ad-
vanced price. — J. A. Weisbech, Liberal
theatre, Alden, N. Y. — Small town pat-
ronage.
Without Limit, with a special cast. —
Program picture. All my patrons very
much pleased. A 90 per cent picture.—
H. A. Phelps, Comet theatre, Sheeton,
Neb. — Neighborhood patronage.
Blackmail, with Viola Dana. — Several
good comments. The lights went out
about the last reel but they all stayed to
see the finish. — J. L. Meyers, Liberty
theatre, Ivesdale, 111. — Small town pat-
ronage.
The Great Redeemer, with a special
cast. — Pleased patrons. A picture with
a moral and patrons said so. Title draws.
— Jim Crouch, Elite theatre, St. Paul,
Neb. — Neighborhood patronage.
Paramount
CLAIRE WINDSOR and Richard Dix in "Fools First," the new Marshall Neilan
production issued by First National.
Beyond the Rocks, with Gloria Swan-
son and Rodolph Valentino. — The last
word in direction and carries an atmos-
phere of the last word in social etiquette.
Strongest combination of stars that can
be offered today and picture will satisfy
almost any audience. — Sterling theatre,
Greeley, Colo. — Family patronage.
Beyond the Rocks, with Gloria Swan-
son and Rodolph Valentino. — If Swan-
son is liked this picture will go big.
Valentino is rather handicapped in this,
and it doesn't give him much of a chance
to show what he can do. Played three
days to good business. — Meyers & Ford,
Arcade theatre, La Grande, Ore. — Small
town patronage.
Beyond the Rocks, with Gloria Swan-
son and Rodolph Valentino. — Excellent
Went over big and pleased a big busi-
ness.— William Noble, Capitol theatre,
Oklahoma City, Okla.— General patron-
age.
Fool's Paradise, a Cecil B. DeMille
production. — Very good picture. Business
only average. Picture well produced.
Good cast. On nine reels. You can safe-
ly advance admission price on it. Doro-
thy Dalton does some of the best acting
of her career. — Chas. H. Ryan, Garfield
theatre, 2844 Madison St., Chicago, 111.—
General patronage.
Fool's Paradise, a Cecil B. DeMille
production. — Played to two packed
houses. Could have played to third
night. Patrons well pleased. — H. E.
Muessel, Ansley theatre, Ansley, Neb. —
Neighborhood patronage.
Moran of the Lady Letty, with Dor-
othy Dalton and Rodolph Valentino. —
Business fair. Adverse publicity hurting
Valentino. — A. M. Eisner, Circle theatre,
Kansas City, Mo. — Neighborhood pat-
ronage.
The Green Temptation, with Betty
Compson. — Give us more like this and
the exhibitor can better afford present-
day rentals and conditions. Has every-
thing that goes to make a successful pic-
lure. Boost it strong for a long run. —
Sterling theatre, Greeley, Colo. — Family
patronage.
Enchantment, with Marion Davies. —
Pleased 90 per cent and drew good.
Played two nights and it's a real comedy
drama. — A. A. Spradling, Opera House,
Merna, Neb. — Neighborhood patronage.
At -the End of the World, with Betty
Compson. — A dandy melodrama that
pleased everyone. Betty Compson is
great, as is the supporting cast. Should
be classed above the program offerings.
— F. W. Horrigan, McDonald theatre.
Philipsburg, Mont. — Mining camp pat-
ronage.
Beauty's Worth, with Marion Davies.
— Very pleasing picture for only high
class intelligent audiences. If you have
plenty of good ones on hand do not
worry because you have not room for
this. — Sterling theatre, Greeley, Colo.—
Family patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — A good picture. Book
it if it does not cost too much. — A. H.
Tunc 10, 1922
EXHIBITORS HERALD
67
SID SMITH and Jimmie Adams in a
scene from their newest Hallroom
Boys Comedy being distributed
through C. B. C.
McCarty. McCarty theatre, Barnesville.
Ga. — Family patronage.
Don't Tell Everything, with a special
.cast. — Did not go over with my audience.
They expect more of a story when three
such well known stars are billed. — E. L.
Franck, Oasis theatre, Aja, Ariz. —
Neighborhood patronage.
The Cradle, with Ethel Clayton.— Will
certainly impress them, for they shed
tears in plenty. For intelligent audience.
' — Sterling theatre, Greeley, Colo. —
Family patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — One of the best in a
long while. The title and star drew like
a mustard plaster. — A. E. Allemand,
Crystal theatre, Arapahoe, Neb. — Neigh-
borhood patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — This picture got
more people out to our theatre than any
we have run cn Wednesday and Thurs-
day nights for two years. It pleased the
patrons, and the manager when he
counted the box office receipts. — Frank
Ober, Boynton theatre, Boynton, Okla.
General patronage.
Three Live Ghosts, with a special cast.
—Very well received. — A. M. Eisner,
Circle theatre, Kansas City, Mo. — Neigh-
borhood patronage.
The Jailbird, with Douglas MacLean.
—A very pleasing comedy drama that
suited the big majority very well. It is
ull of pep and humorous situations all
he way through. It did not draw, but
10 fault of the picture. Play it. — M. D.
"Watch
for
Foster, Gem theatre. Williamsburg, Kan.
— General patronage.
The Whistle, with William S. Hart.—
A very good picture. Everyone who saw
it was greatly pleased. Pleased better
than The Cradle of Courage or The Test-
ing Block. Better attendance. Can't
see why others knock this.— A. C. Betts,
Powers theatre, Red Creek, N. Y.
Neighborhood patronage.
The Idol of the North, with Dorothy
Dalton.— The best thing this star has
made since The Flame of the Yukon.
This type of picture appeals to our pat-
rons and will get them out any time.
It's a good box office attraction. — F. W.
Horrigan. McDonald theatre, Philips-
burg, Mont. — Mining camp patronage.
Sham, with Ethel Clayton.— This is
the weakest story I ever knew Para-
mount to put out. Cast is okey but
didn't please 5% of audience. — J. A.
Holmes, Arcade theatre. Holtville, Cal. —
Neighborhood patronage.
Behold My Wife, with a special cast. —
We lost out on one day of this picture on
account of bad snow storm in Wyoming,
but it came for the second day and we
sure did pack them in. Everybody well
satisfied and thought the work of Mabel
Julienne Scott very fine. Her support-
ing cast was fine, too. Will bring it back
for a repeat. — Horn & Morgan, Star
theatre. Hay Springs, Neb. — Small town
patronage.
Redemption, with a special cast. —
Brother Exhibitor, if you are booked
with this cancel it at once. Americans
and America does not want to see such
pictures. Let Paramount send them to
England. These pictures make enemies
tor Paramount. My fault for running it.
Had I read up on it I would have wired
cancellation. Such a picture as this will
hurt for three months. — Edwin Lake,
Lake theatre, Baker, Mont.
The Bride's Play, with Marion Davies.
— The poorest one with this star in some
time. Brave effort made to save it by
spending money on one reel by no means
puts it across. — Sterling theatre, Greeley,
Colo. — Family patronage.
Double Speed, with Wallace Reid.—
This is a great deal like Excuse My Dust
and will please the average audience. —
Geo. C. Starkey, Opera House, Montour
Falls. N. Y. — Neighborhood patronage.
The Inside of the Cup, a Cosmopolitan
production. — A great many patrons
stated they would like to see this one
again. Best house we have had. — W. C.
Lumley, Auditorium theatre, Beaver
City, Neb. — Neighborhood patronage.
Love's Boomerang, with David Powell.
Stay away from it. First part suitable
for children while last of it will not do
for them. No better than rest of the
English produced Paramounts. — Sterling
theatre. Greeley, Colo. — Family patron-
age.
The Whistle, with William S. Hart —
A fine production. Our patrons said it
was great. Better than either The Test-
ing Block or O'Malley of the Mounted,
although somewhat different. Holds in-
terest to the end. Give us more. — A. C.
Betts, Powers theatre. Red Creek, N. Y.
— Neighborhood patronage.
The Little Minister, with Betty Comp-
son. — A nice clean picture. Really excel-
lent and patrons all thought so. Drew
good on this one. — L. C. Challburg. Mys-
tic theatre, Orleans, Neb. — Neighbor-
hood patronage.
The Idol of the North, with Dorothy
Dalton. — A few more such pictures as
this for Dorothy Dalton and she will be
done for. Will give her another trial and
if not better 1 will be forced to discon-
tinue Dorothy. — Edwin Lake, Lake the-
atre, Baker, Mont.
Civilian Clothes, with Thomas Meigh-
an. — This picture is old but was liked
very much by our patrons. Use as a
program picture with serial. The Secret
Four. — Frank Ober, Boynton theatre,
Boj-nton. Okla. — General patronage.
The Little Minister, with Betty Comp-
son. — This is what I call a real picture.
Went over good and patrons were all
pleased. — A. E. Book, Princess theatre,
Maxwell, Neb. — Neighborhood patron-
age.
Something to Think About, a Cecil B.
De Mille production. — Here is a produc-
tion that should be played in every show-
in the country if you want to get satis-
fied patrons. Storm spoiled our business
but those who saw it were very well
pleased and handed me a lot of compli-
ments that were gratifying. — M. D. Fos-
ter, Gem theatre. Williamsburg, Kan. —
General patronage.
The Jucklins, with Monte Blue. — Pic-
ture did not draw but pleased all who
did come out. A satisfactory produc-
tion.— Otto J. Petrich, Rex theatre. Vale,
Ore. — Neighborhood patronage.
Paris Green, with Charles Ray. —
Seemed to please all. Several asked
when we were going to have more like it.
— J. W. Boatwright, Radio theatre,
Ozark, Mo. — Neighborhood patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — Drew almost as good
as The Miracle Man. A good picture
and one that drew like a mustard plas-
ter.— P. E. Doe, Electric theatre, Arca-
dia, Neb. — Neighborhood patronage.
Civilian Clothes, with Thomas
Meighan. — You will not make any mis-
take by running this one. It is good for
a program picture. It is interesting all
the way through and has comedy mixed
into it. It pleased mighty well here. — ■
M. D. Foster, Gem theatre, Williams-
burg, Kas. — General patronage.
Buried Treasure, with Marion Davies.
— Brother Exhibitor in town ran one of
the same star the same night I did this
and I heard his patrons tell how punk it
was. Don't remember the title. No more
for me. — A. C. Betts, Powers theatre,
Red Creek, N. Y. — Neighborhood pat-
ronage.
Male and Female, a Cecil B. DeMille
production. — A dandy picture and should
^iiiinif iiiiiiiiininiiiHiiiiiiiiitiiiiiiiiiimiiuiiuTiiiiiitii i! ■ ! tiTiiiii iii!ii!iiuiiirni:iinnnnitiiiiTi] itiiitinn
He Has to
Come Back
Some Time |
■ I have had a great misfor- m
I tune and may have to close my jj
m house unless you can come to g
B my aid. One of those traveling m
J picture salesmen got away with B
B my "Box Office Record" and I jj
§j don't know how to run my B
3 theatre without it.
| You haven't an extra copy B
B laying around in some corner J
1 that you could send me, have fi
1 you? jj
Very truly yours,
S. N. ANDRESS,
Royal theatre, B
Ponca, Neb. B
r . 1 1 -ii i i:m iuij ii mi in 3 1 mi in i in iiiiiaiiminirnmninn mi uii 1 1 1 n HiiuinniiniiiniiuiTnininiii imiii i IS
68
EXHIBITORS HERALD
June 10, 1922
We Suggest
Banking the
Next Issue
I received "The Box Office
1 Record" all right and liked it
g fine what time I had it, but it
E was so valuable that some
1 salesman carried it off.
If you have an extra copy
g and will send it to me with
g statement I will send you check
g for same.
Yours very truly,
W. S. PENDLETON,
Pendleton's theatre,
Gate City, Va.
■Ulllfl
please any class of audience. Drew fine.
Don't be afraid of the title. — Wm. Win-
terhottom. Electric theatre, Brady Island,
Neb. — Neighborhood patronage.
The Testing Block, with William S.
Hart. — A mighty good western picture
that pleased the majority. It is full of
action and heart interest. Play it if they
like Hart. — M. D. Foster, Gem theatre,
Williamsburg, Kan. — General patronage.
The Little Minister, with Betty Comp-
son. — One of the best I have ever played.
Patrons all pleased. Drew good. — Mrs.
Wentworth, Opera House, Ord, Neb. — ■
Neighborhood patronage.
The Golem, with a special cast. — Boys,
lay off. It is getting pretty good when
the producing companies produce in for-
eign countries and get the benefit of
lower cost of production and hand it on
to us at American prices. — A. R. Bender.
Olympic theatre, Cleveland, Okla. — Small
town patronage.
Too Much Speed, with Wallace Reid.
— Usual Reid automobile story. But with
us Reid is very popular and draws and
pleases good crowds. Any audience will
enjoy this picture. — A. L. Hainline, Illi-
nois theatre Macomb, 111. — Neighbor-
hood patronage.
Male and Female, a Cecil B. De Mille
production. — A fine picture. Will stand
advanced admission. Do not be afraid
to book this one. — J. J. Hoffman, Happy
Hour theatre, Burke, N. D.
The Woman God Changed, a Cosmo-
politan production. — Very strong pic-
ture. Should please any audience. Court
room scene realistic. Holds interest.
Only fair box office value with us. — A. L.
Hainlin, Illinois theatre, Macomb, 111. —
Neighborhood patronage.
Pathe
The Killer, with a special cast. — Pat-
rons spoke highly of this one. Don't be
afraid of the title. A good, clean, 90 per
cent western. Drew good. — Mirle Cam-
pan, Princess theatre, Oconto, Neb. —
Neighborhood patronage.
Other Men's Shoes, an Edgar Lewis
production.— A mighty line Sunday night
picture and the few that came to see it
were well pleased. Play it. Put this on
with Lloyd in His Royal Slyness and
had the smallest Sunday night crowd in
the history of the theatre. — G. F. Red-
iske, Star theatre, Kycgatc, Mont. —
Small town patronage.
The Butterfly Girl, with Marjorie Daw.
— Expected this one to do something but
it proved a bad flop. Fair entertainment.
— Harold F. Wendt, Rivoli theatre, De-
fiance, O. — General patronage.
The Killer, with a special cast. — Avery
good western but the title kept them
home. — J. L. Meyers, Liberty theatre,
lvesdale, 111. — Small town patronage.
. What Women Will Do, with Anna Q.
Nilsson. — One of the best program pic-
tures 1 have ever run. Book it. Should
please any audience. Fair business, but
had night. Rain and wind. — Otto J. Pet-
rich, Rex theatre, Vale, Ore. — Neighbor-
hood patronage.
The Butterfly Girl, with a special cast.
— Mushy and silly. However, a few
thought it was fine. — Fahrney & Elson,
Electric theatre, Curtis, Neb. — Small
town patronage.
The Money Changers, with a special
cast. — This pleased them. Some good
comedy along with the melodrama. — J.
L. Meyers, Liberty theatre, lvesdale, 111.
— Small town patronage.
The Power Within, with a special 'cast.
— It's a real entertainment. The lesson
it teaches, and the story, are all that
could be wished for. Drew good. — Rev.
J. O. Cresao. Opera House, Scotia, Neb.
— Neighborhood patronage.
R-C Pictures
The Lure of Jade, with Pauline Fred-
erick.— While business on this picture
was poor, it was no fault of the picture,
as it did as much business as The Three
Musketeers and Thunderclap which were
the attractions at the opposition houses.
Pleased 80 per cent. — Harold F. Wendt,
Rivoli theatre. Defiance. O. — General pat-
ronage.
Slaves of Vanity, with Pauline Frede-
rick.— Not much to the story. Story
not suited to Miss Frederick's style. Just
an ordinary picture. About 50-50. — W.
C. Allen, Casino theatre, Antwerp, N. Y.
— Neighborhood picture.
The Lure of Jade, with Pauline Frede-
rick.— Passed the Pauline Frederick
"fans" satisfactorily. — Giacoma Brothers,
Crystal theatre, Tombstone, Ariz. — Gen-
eral patronage.
Good Women, with a special cast.; — An
excellent production but poor business.
Pleased all who came. — W. W. White,
Jefferson theatre, Jefferson City, Tenn. —
Neighborhood patronage.
Possession, with a special cast. — As
usual an imported piece of . — J. Car-
bonell. Monroe theatre. Key West, Fla.—
Neighborhood patronage.
Realart
The Speed Girl, with Bebe Daniels. —
Bebe sure has a following in this town.
Her pictures are generally full of pep
and action and have plenty of comedy.
Wish we could have more of her. — Horn
& Morgan, Star theatre. Hay Springs,
Neb. — Small town patronage.
A Game Chicken, with Bebe Daniels. —
Interesting satisfactory romance. Bebe
Daniels bewitching and gives creditable
performance throughout the entire pic-
ture. However, the box office did not
reeister even average business. — W. H.
Brenner, Cozy theatre, Winchester, Ind.
— General patronage.
The Heart Specialist, with Mary Miles
Minter— Good picture. Pleased 90 per
cent. The Realarts are nearly all good. —
F. L. Tenbrook, Rijou theatre, Delray,
Fla. — Neighborhood patronage.
Bobbed Hair, with Wanda Hawlcy. —
Had nine walk out on it. Title drew
and extra good Friday crowd and word-
of-mouth advertising held us down to
unusually poor Saturday. If you have
strictly transient trade title will get
money. — Sterling theatre, Greeley, Colo.
— Family patronage.
A Game Chicken, with Bebe Daniels.—
Not much to brag about. — Meyers &
Ford, Arcade theatre, La Grande, Ore. —
Small town patronage.
Her Face Value, with Wanda Hawley,
— A pleasing picture and star, but fur-
ther than that cannot say it will get very
far. The Realart program fits in exceed-
ingly well with serials, as they are so
entirely different. Nothing sensational
or exciting in them. — Horn & Morgan,
Star theatre, Hay Springs, Neb. — Small
town patronage.
A Homespun Vamp, with May Mc-
Avoy.— A mild offering that does not
bring in the business. The time has
passed when pictures like this will regis-
ter at box office. It will not stand up
under regular admission prices . May
McAvoy is a clever star and will go over
in snappy stuff. She should be starred
in the same class of productions that
Olive Thomas made her success in. — W.
H. Brenner, Cozy theatre, Winchester,
Ind. — General patronage.
A Game Chicken, with Bebe Daniels. —
Fair picture to put with Lloyd special
comedy but will certainly not stand up by
itself. Fair for a Saturday bill. — Ster-
ling theatre, Greeley, Colo. — Family pat-
ronage.
Dawn of the East, with Alice Brady.—
Alice Brady is improving again. She is
very good in these Chinese pictures and
her support in this one was very good. —
Horn & Morgan, Star theatre. Hay
Springs, Neb. — Small town patronage.
Selznick
The Call of Home, with a special cast.
Fine picture and business. — William No-
ble, New Folly theatre, Oklahoma City,
Okla. — General patronage.
Why Announce Your Marriage? with
Elaine Hammerstein. — Drew pretty good
for us and is a pretty good picture. While
we have had nearly all of her pictures
good program pictures there was one
which pleased our patrons 100 per cent,
which was Pleasure Seekers. More of
this kind would be welcome here. — J. L.
Meyers, Liberty theatre, lvesdale, III. —
Country patronage.
The Greatest Love, with Vera Gordon.
EDWARD CONNELLY as Marshall
Von Strakencz, in Metro's version of
Anthony Hope's story, "The Prisoner
of Zenda."
June 10, 1922
EXHIBITORS HERALD
69
BETTY BLYTHE, Huntley Gordon and Arthur Carewe in a scene from "Should
Husbands Know," a Pyramid production, distributed by American Releasing
Corp.
—A very fine picture and one that will
please all classes. Drew good. — E. J.
Walters, Gem theatre, Trenton, Xeb. —
Neighborhood patronage.
The Girl from Nowhere, with Elaine
Hammerstein. — This program picture
proved a very good one. Hammerstein
is becoming quite popular with the fans
here. — Frank Ober, Boynton theatre,
Boynton, Okla. — General patronage.
The Man Who Lost Himself, with
William Faversham.— One of the small-
est crowds we ever had but the ones that
did see it thought it suited them to a
"t" so will show it again. — J. L. Meyers.
Liberty theatre, Ivesdale, 111. — Small
town patronage.
Bucking the Tiger, with Conway
Tearle. — Good picture and business.—
William Noble. New Folly theatre, Ok-
lahoma City, Okla. — General patronage.
HANDCUFFS OR KISSES, with
Elaine Hammerstein. — A very good
program picture which I think
pleased the majority who saw it.
The receipts were light but I was
glad of it as our cashier left the same
night (whicn was over two months
ago) and hasn't returned yet. — J. L.
Meyers, Liberty theatre, Ivesdale,
111.
The Man of Stone, with Conway
Tearle. — A pretty good picture. Drew
a little better than the average Wednes-
day ( when we were showing.) Adver-
tised the fact that the picture was having
'its first run at a large city near us at
the same time, which I think helped to
draw them. — J. L. Meyers, Liberty the-
atre, Ivesdale, 111. — Small town patron-
age.
The Way of a Woman, with Norma
Talmadge. — Fine picture and large,
pleased business. As usual, Miss Tal-
madge was good in this picture. — Wil-
liam Noble, Rialto theatre, Oklahoma
City. Okla. — General patronage.
Who Am I? with a special cast. — Ran
this some time ago, and the only reason
J am reporting on it now is because it
makes us mad every time we think ot
how bad the lighting and photography
was in it. It might be a pretty good
picture if it wasn't for this fact. — J. L.
Meyers, Liberty theatre, Ivesdale, 111. —
Small town patronage.
| Mrs. Leffingwell's Boots, with Con-
ktance Talmadge.— Excellent. Constance
[Talmadge's name one of the best draw-
ing cards here. The picture pleased a
large business. — William Noble, New
Folly theatre. Oklahoma City, Okla. —
General patronage.
Ghosts of Yesterday, with Norma Tal-
madge.— We had some tell us how won-
Herful this was and others just the op-
posite. Personally do not like this type
for a small town and don't think many
Ho. Drew pretty good business. — J. L.
Meyers. Liberty theatre. Ivesdale, 111. —
bmall town patronage.
United Artists
| Way Down East, a D. W. Griffith pro-
duction.— The largest from a box office
[tandpoint ever in the house. Rental
vas high, but. Boys, he sure makes a big
brofit. — Bill Hawley, Kuth theatre, North
3latte, Neb. — Neighborhood patronage.
The Three Musketeers, with Douglas
•airbanks. — Good picture. Ran two
lays. Fair business first day. Flopped
>adly second day. No good for small
own. — George Vaughan, King George
heatre, Port Colborne. Ontario, Can. —
Neighborhood patronage.
His Majesty the American, with Dou-
;las Fairbanks. — Good picture of the
usual Fairbanks style and pleased every-
body.— W. C. Allen, Casino theatre, Ant-
werp, N. Y. — Neighborhood patronage.
The Three Musketeers, with Douglas
Fairbanks. — While a good picture, lost
money on this. Fair business first night.
Flopped badly second day. — George
Vaughan, Grand theatre, Dunnville, On-
tario, Can. — Neighborhood patronage.
Way Down East, a D. W. Griffith pro-
duction.— Did not draw so veil as we
expected, but the picture is sure there and
all who saw it had nothing but praise.
The ice scene is greatest ever attempted.
Cast good all the way. Great picture. —
Ben L. Morris, Temple theatre, Bellaire,
O. — General patronage.
The Iron Trail, with a special cast. —
Audience did not like this picture, and
told me so on their way out. Played to
ushers and orchestra second night. At»
dience conspicuous by their absence. — ■
George Vaughan, King George theatre,
Port Colborne. Ontario, Can. — Neighbor-
hood patronage.
Universal
The Golden Gallows, with Miss Du
Pont. — Well received. — A. M. Eisner,
Circle theatre, Kansas City, Mo. — Neigh-
borhood patronage.
Foolish Wives, an Eric Von Stroheim
production. — Opened big Sunday, but
fell off badly Monday and Tuesday. Pa-
trons say the picture is hard to follow.
Acting and photography wonderful.
Business unsatisfactory. — j. P. Martin,
North theatre, Columbus, Neb. — Neigh-
borhood patronage.
Dr. Jim, with Frank Mayo. — This is
an extra good Mayo show. Comedy,
Circus Clowns, with this okay. — Olen
Reynolds, Pearl theatre, Hymera, Ind. —
Small town patronage.
The Scrapper, with Herbert Rawlin-
son. — An extra good picture. The peo-
ple need something to wake them up, and
this one did. Book it. — F. L. Tenbrook,
Bijou theatre, Delray, Fla. — Neighbor-
hood patronage.
WOLVES OF THE NORTH,
with Eva Novak. — Promised our pa-
trons beautiful scenery (thanks to
HERALD exhibitors' comments)
and everybody went home satisfied
because they had seen just what they
came expecting to see. — Horn &
Morgan, Star theatre, Hay Springs,
Neb.
Don't Get Personal, with Marie Pre-
vost. — Pretty light stuff. N?eds some
extra good short subjects on the same
program to carry it through. — E. L.
Franck, Oasis theatre, Ajo, Ariz. — Neigh-
borhood patronage.
Foolish Wives, an Eric Von Stroheim
production. — Best of its kind ever made.
True to advertising. Public sees just
what they go to see. The first day good.
Capacity. — Jack Tiller, Masonic theatre,
McCook, Neb. — Neighborhood patron-
age.
Sure Fire, with Hoot Gibson. — Of
course it was a good one. Maybe not
as good as Action, but Hoot is right
there and his pictures are winners every
time. — W. C. Allen. Casino theatre, Ant-
werp, N. Y. — Neighborhood patronage.
Playing with Fire, with Gladys Walton.
This gal is good. Also the picture. Cen-
tury comedy with this. Chums, very good.
—Olen Reynolds, Pearl theatre, Hymera,
Ind. — Small town patronage.
Conflict, with Priscilla Dean. — Acting
by cast is as near 100 per cent as pos-
sible. Many favorable ctomments on
the exceptional acting. Story is good. —
H. G. Stettmund, Jr.. Odeon theatre,
Chandler, Okla. — General patronage.
Dr. Jim, with Frank Mayo. — Excep-
70
EXHIBITORS HERALD
June 10. 1922
MARIE PREVOST seeking her ideal at a bal Masque. It is a scene from the Uni-
versal feature, "Kissed."
tionally good picture for a program fea-
ture. Patrons gave many good com-
ments. Drew fair. — Irving M. Elson,
Hershey theatre, Hershey, Neb. — Neigh-
borhood patronage.
High Heels, with Gladys Walton.— A
good program picture. — Adolph Kohn,
Pastime theatre, Granville, N. Y. — Small
town patronage.
The Millionaire, with Herbert Rawlin-
son. — A good one and pleased. A lively
scrap at the end. — J. L. Meyers, Liberty
theatre, Ivesdale, 111. — Small town pat-
ronage.
The Fire Eater, with Hoot Gibson. —
A very fast western subject and kept the
kids going all the time. Drew good. —
F. P. Collins. Rialto theatre, Alma, Neb.
— Neighborhood patronage.
The Dangerous Little Demon, with
Marie Prevost. — Just fair. Pleased a
few women. — Olen Reynolds, Pearl the-
atre, Hymera, Ind. — Small town patron-
age.
The Fire Eater, with Hoot Gibson. —
Hoot, the boy with the winning smile,
drags them in again for me. It's fast,
good comedy and clean, and proved a
tonic for my sluggish box office. — F. W.
Horrigan, McDonald theatre, Phillips-
burg, Mont. — Mining camp patronage.
Action, with Hoot Gibson. — About all
you could ask for in a Western, yet I
had some tell me they did not like it.
Think that the star had something to do
with it as we had never shown him be-
fore.— J. L. Meyers, Liberty theatre, Ives-
dale, 111. — Small town patronage.
Conflict, with Priscilla Dean. — Recom-
mend this one for any small town. This
was a dandy. Also The Fox. Both drew
good. — Roy R. Savage, American theatre,
Elsie, Neb. — Neighborhood patronage.
Reputation, with Priscilla Dean. — Miss
Dean very good, but not as good as in
The Virgin of Stamboul and Outside the
Law. — Johnson Bros., Johnsonian the-
atre, Ripley, N. Y. — Small town patron-
age.
The Fire Eater, witli Hoot Gibson. —
A good Gibson show, though we were
knocked out of one show due to no city
current. Will n book — Olen Reynolds.
Pearl theatre, Hymera, Ind.— Small town
patronage.
Action, with Hoot Gibson. — Drew
them ovt fairly well. Seemed to please
the most of them. A right good pro-
gram picture.— J. W. Boatwright, Radio
theatre, Ozark, Mo. — Neighborhood pat-
ronage.
No Woman Knows, with a special cast.
— This was a fairly good picture. No
business. No drawing power. — James
Le Richeux, Arcade theatre, Camden, N.
Y. — Neighborhood patronage.
No Woman Knows, with a special
cast. — This picture drew out a number
of high brows who seldom attend, but
many of our regular members did not
care for it. Not enough action. — Fahr-
ney & Elson, Electric theatre, Curtis,
Neb. — Small town patronage.
A Daughter of the Law, with Carmel
Myers. — Pretty good for a picture of this
type. — J. L. Meyers, Liberty theatre, Ives-
dale, 111. — Small town patronage.
No Woman Knows, with a special cast.
— This was sold to me as a Jewel. They
should take the Jewel out and call it a
program picture. I booked this for my
Sunday show. Am sorry I did it. It is
just a program feature. — Edwin Lake,
Lake theatre, Baker, Mont.
Wolves of the North, with Eva Novak.
— A fine picture and pleased everyone.
Northwest subject. Drew pretty good.
— Huston Brothers, Empress theatre,
Ragan, Neb. — Neighborhood patronage.
Luring Lips, with Edith Roberts. — A
good picture that drew good for us. —
J. L. Meyers, Liberty theatre, Ivesdale.
111. — Small town patronage.
Luring Lips, with Edith Roberts. —
This was a fine picture. Heard many
favorable comments. It is absolutely
clean. That is worth a lot when censor
agitation is running high. — J. W. Trul-
linger, Lyric theatre, Clarke, Neb. —
Neighborhood patronage.
Action, with Hoot Gibson. — Little late
in getting started on Hoot's pictures.
This was O. K. with Brownie's Baby
Doll. — Olen Reynolds, Pearl theatre,
Hymera, Ind. — Small town patronage.
Vitagraph
Black Beauty, with Jean Paige. — Ex-
cellent picture. Played to a pood sized
audience who were very appreciative.
The only thing that marred the enter-
tainment was the fact that the picture
ended abruptly. — W. C. Allen. Casino
theatre, Antwerp, N. Y.— Neighborhood
patronage.
Gypsy Passion, with Gabriel Rcjans. —
Excellent. One of the best pictures ever
shown at the Empress theatre. Large
crowds were delighted as the picture
pleased and took well. — William Noble,
Empress theatre, Oklahoma City, Okla.
— General patronage.
The Sporting Duchess, with Alice
Joyce. — We thought we would go a long
way back and run this, and while it is a
pretty good picture it is not near as good
as it is cracked up to be and did not
draw for us. — J. L. Meyers, Liberty the-
atre, Ivesdale, 111. — Country patronage.
The Prodigal Judge, with a special
cast. — Story, direction, acting, all good.
Exciting, laughable, intensely human.
Good historical value. Maclyn Arbuc-
kle's character work a real piece of art-
istry. Enjoyed good business two days
against very strong opposition. — Glenn
W. Dickinson, Marshall theatre, Manhat-
tan, Kan. — General patronage.
Flower of the North, with a special
cast— A Curwood picture and that
should be enough. Enjoyed the biggest
two days' business we have had for some
time.— Meyers & Ford, Star theatre, La
Grande, Ore. — Small town patronage.
The Heart of Maryland, with a special
cast- — This is a swell picture and went
over fine. Title drew fine. — W. B. Hus-
ton, Rainbow theatre, Wilsonville, Neb.—
Neighborhood patronage.
The Little Minister, with Alice Cal-
houn.— Go after this if you want a good
one. Don't be afraid of it. — A. H. Mc-
Carty. McCarty theatre, Barnesville, Ga.
— Family patronage.
Single Track, with Corinne Griffith.—
A good program picture. — Olen Rey-
nolds, Pearl theatre, Hymera. Ind.— Small
town patronage.
The Sporting Duchess, with Alice
Joyce. — A real race and a dandy picture.
Drew good, even though it rained. —
Pete Badwia, Opera House, Ashton,
Neb. — Neighborhood patronage.
The Silver Car, with Earle Williams.—
A picture that is "different" and a very
satisfactory one at that. Very good.—
J. L. Meyers, Liberty theatre. Ivesdale,
111. — Small town patronage.
Terror Island, with Houdini. — Lots of
remarks that we had a good picture last
night. This fellow puts as much pep in
a seven reel picture as most of them put
in a 15 episode serial. If your crowd
likes seria'ls try this one at them. — J. W.
Boatwright. Radio theatre, Ozark. Mo.—
Neighborhood patronage.
Where Men Are Men, with William
Duncan. — Very good. Full five reel
Western. — Olen Reynolds . Pearl the-
atre, Hymera, Ind. — Small town patron-
age.
The Courage of Marge O'Doone, with
Pauline Starke. — This one may be a lit-
tle old but it is a good one. Pleased all
that saw it but I lost money on it. No
fault of the picture. Too much going
on that week. — J. W. Trullinger. Lyric
theaVe, Clarks, Neb.— Neighborhood pat-
ronage.
Single Track, with Corinne Griffith.—
One that pleased pretty good. A satis-
factory program picture. Did not draw.
— J. L. Meyers, Liberty theatre, Ivesdale,
III. — Small town patronage.
Wid Running
The Blot, a l.ois Weber production.—
Good picture. Got the teachers to boost
this and did good business. — George
Vaughan, Grand theatre. Dunnvillc. On-
tario, Can. — Neighborhood patronage.
Good and Evil, with a special cast. — A
eood picture.- Shelby and Windheil, Or-
pheum theatre, Amsterdam, N. Y.—
Transient patronage.
June 10. 1922
EXHIBITORS HERALD
71
CLAIRE ADAMS in a scene from "When Romance Rides," a Zane Grey story, made
by Benj. B. Hampton into a screen play for distribution by Goldwyn.
State Rights
District distributors of State Riohts at-
tractions are invited to file definition of
territory with the editor of this department
to facilitate prompt reply to exhibitor in-
quiry.
Ten Nights in a Bar Room (Arrow),
with a special cast. — Follows dramatic
play of same name very closely. Parts
well taken. Fine scenery and much
action. Box office value very good ex-
cept in location that has been dry for a
long time. — Harry Chappell, Columbia
theatre, Davenport, la.
School Days (Warner Bros.), with
Wesley Barry. — Excellent. This picture
ran the entire week and packed the
house at all times. It proved itself one
of the best money makers in a long time.
The picture was heavily exploited by
newspaper advertising. — William Noble.
Capitol theatre, Oklahoma City, Okla. —
General patronage.
Burn 'Em Up Barnes (Ami. Dist.).
with Johnny Hines. — First class com-
edy. Hines not known here, but the
rest of the cast are, and the picture did
good business. Everybody well pleased.
— E. L. Franck, Oasis theatre, Ajo, Ariz.
— Neighborhood patronage.
Out of the Dust (McCarthy), with a
special cast. — A very fine picture and
pleased 100 per cent. A picture that will
appeal to classes. Don't be afraid to
book this, as it is good. — W. H. Olson.
Foto Pla theatre, Watertown, S. D. —
General patronage.
Virtuous Men (S-L), with E. K. Lin-
coln.— Excellent picture which pleased
large business. — William Noble, Broad-
way theatre, Oklahoma City, Okla. —
General patronage.
Love's Young Dream and The De-
serted Wife (George Brott productions)
with George Brott. — Made personal ap-
pearances and drew a good crowd. Fair
weather. — J. M. Casale. Star theatre, Ni-
agara Falls, N. Y. — Neighborhood pat-
ronage.
Boss of the Lazy Y (Tri), with Roy
Stewart. — A dandy western and gave
wonderful satisfaction. Drew good.
Best crowd I ever had for this class of
feature. — Alva Lang, Rialto theatre,
Litchfield, Neb. — Neighborhood patron-
age. <>
Confession (Pioneer), with Henry
Walthall. — The picture enjoyed pleased
good business. — William Noble, Broad-
way theatre, Oklahoma City, Okla. —
General patronage.
I Definite
| Values
§ Definite values, as differen-
' tiated from quoted rentals, are 1
jj established accurately in this g
I department and "The Box Of- |
1 fice Record."
jj Rental quotations on State j
I Right attractions, subject to 1
I most marked territorial flue- 1
| tuations, are standardized by |
jj reporters to these pages, show- 1
I men who know the show busi- 1
jj ness and speak with the au- 1
1 thority of experience.
FJnraiim:iiini^^
Serials
Hurricane Hutch (Pathe). withCharles
Hutchison. — Just started this serial.
First episode very good. My patrons
liked it fine. I think it's going to be a
winner. — C. H. Simpson, Princess the-
atre, Millen, Ga. — General patronage.
Winners of the West (Universal), with
Art Acord. — We have run five episodes
of this serial. It is proving to be the
best we have run for a long time. —
Frank Over, Boynton theatre, Boynton,
Okla. — General patronage.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — The best
serial that has ever been played in the
Jackson theatre. Going stronger each
episode. — H. S. Gould. Jackson theatre,
Kansas City, Mo. — Neighborhood pat-
ronage.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — Thirteenth
episode better than twelfth. — A. C. Betts,
Powers theatre, Red Creek, N. Y.- —
Neighborhood patronage.
The Adventures of Tarzan (Serial
Sales), with Elmo Lincoln. — Opened up
to capacity. Biggest business on any
serial ever run in my house. — G. E. Mar-
tin, Brooklyn theatre, Kansas City, Mo. —
Neighborhood patronage.
Short Subjects
The Leather Pushers (Universal), with
Reginald Denny. — Two-reel complete
stories. Our audience likes them. Stor-
ies of the prize ring. Good business
getters. Subjects good so far and we
have run three. — Chas. H. Ryan, Gar-
field theatre, 2844 Madison St., Chicago,
111. — General patronage.
Official Urban Movie Chats (Hodkin-
son). — These are very interesting single
reels with a diversity that is refreshing.
— H. G. Stettmund, Jr., Odeon theatre.
Chandler, Okla.— General patronage.
Chester Outing No. 40, with a special
cast. — Only a fair scenic. While there
pre some good shots in this one, the
thing is bo/esome as there is a lack of
variety for a thousand foot stretch. —
Harold F. Wendt, Rivoli theatre, Defi-
ance. O. — General patronage.
Century Comedies ( Universal). — We
are using these on Tuesday nights with a
serial and a two reel western. They are
very satisfactory. Most of them are
real comedies. The dog that takes part
in some is wonderful. — Frank Ober,
Boynton theatre, Boynton, Okla. — Gen-
eral patronage.
Pay Day (F. N.), with Charles Chap-
lin.— With the exception of The Kid it is
the best thing Chaplin has offered since
Shoulder Arms. When big, able-bodied
men go into hysterics it sure is "going
over." Good business for eight days. — ■
SHIRLEY MASON, the comely Fox
star, in a characteristic pose.
72
EXHIBITORS HERALD
June 10, 1922
USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Picture.
Are Doing for Other Exhibitors
Fill in this blank now and send
to Exhibitors Herald, 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remarks
Title
Star
Producer
Remarks
Exhibitor
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
Frank L. Browne, Liberty theatre, Long
Beach, Cal. — General patronage.
Special Delivery (Fox), with Al St.
John. — Just an average comedy with
lions and skyscrapper doings as used all
along. — Olen Reynolds, Pearl theatre,
Hymera, Ind. — Small town patronage.
His Royal Slyness (Pathe), with Har-
old Lloyd. — Pronounced the punkest
comedy Lloyd ever made. -.His single
reel re-issues have got this backed off
the map a mile. No business at all.
Gross receipts $12.45. Pathe never made
me any money and am glad I only have
one more to play. — G. F. Rediske, Star
theatre. Ryegate, Mont. — Small town
patronage.
Stars and Stripes (C. B. C.), with
Hallroom Boys. — I believe that my pa-
trons were somewhat disappointed in
this corned}', especially as they have been
expecting real laughs regularly from
this series. — Harold F. Wendt, Rivoli
theatre, Defiance, O. — General patron-
age.
Fired Again (Fox,) with Al St. John. —
The low moral tone of this comedy makes
it objectionable to the better class of
people. Poor stuff. — A. F. Botsford,
Botsford theatre, Sargent, Neb. — Small
town patronage.
The Adviser (Educational.) with Lloyd
Hamilton. — As usual, a good "Ham"
comedy. Second reel the whole show. —
Olen Reynolds, Pearl theatre, Hymera,
lnd. — Small town patronage.
Edgar Takes the Cake (Goldwyn),
with Johnnv Jones. — This series of com-
edies is holding up very well and is of-
fering a particular appeal to readers of
Booth Tark'ngton. — Harold F. Wendt,
Rivoli theatre, Defiance, O. — General pat-
ronage.
The Haunted House (Metro), with
Buster Keaton. — A good laugh getter but
not as good as some this star has made.
— A. F. Botsford. Botsford theatre, Sar-
gent. Neb. — Small town patronage.
A Nervy Dentist (Universal), with a
special cast. — Charles Dorety tries to
mimic Buster Keaton and makes a dis-
mal failure. Advertise this as a laugh-
less comedy.— H. G. Stettmund, Jr.,
Odeon theatre, Chandler, Okla. — General
natronage.
The Show ( Yitagraph), with Larry
Scmon. — Best Semon we ever ran and
we have run all of them. — C. R. Sullivan,
Fair theatre, Amarillo, Tex. — General
patronage.
On the Jump (Pathe). with Harold
Lloyd. — With one or two exceptions
these single red comedies could be con-
sidered fine. None so far have failed to
please. You are passing up a good bet if
vou are not using them. — Al F. Botsford.
Botsford theatre, Sargent, Neb. — Small
town patronage.
Now or Never (Asso. Ex.), with Har-
old Llovd. — The best Lloyd comedy I
have had. Pleased 100 per cent. It's a
knockout— Otto J. Petrich. Rex theatre.
Vale, Ore. — Neighborhood patronage.
Sea Shore Shapes (Universal), with
Babv Peggy. — Very good comedy of
Baby Peggy. Get this kid's pictures. —
Olen Reynolds, Pearl theatre, Hymera,
Ind.— Small town patronage.
Love's Battle (Universal), with Eileen
Sedgwick. — I had more good reports
from my patrons on this Western than
any I have had for some time. This is
probably due to the fact that there is a
little bit of everything in the picture and
it is given a novel twist at the finish.
Business good —Harold F. Wendt, Ri-
voli theatre, Defiance, Ohio. — General
patronage.
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THEATRE EQUIPMENT
FOUR IMPORTANT PHASES OF
THEATRE CONSTRUCTION
Design — Atmosphere — Equipment — Cost
JOHN EBERSON, Architect
By
This is the second and last of this series of interesting articles by Mr. Eber-
son, the first of which -was printed in the Equipment Department last week.
DESIGN
The design of a modern motion picture theatre must be first deter-
mined after an analysis of the exact location of the proposed building has
been made. The lobby must be inviting ; gradings leading to the main
auditorium must be easy ; long, narrow approaches must be avoided ; the
proper relationship between the main floor and the second floor capacities
must be established, naturally favoring the main floor; arrangement of ex-
its and entrances must be such as to permit the management to handle
large crowds with the least amount of help and with the best possible
arrangement for an easy flow of coming and going people. Avoid conges-
tion at important lobbies; devise ways and means to separate conflict in
oatrons coming to and leaving the show.
' Uthiost care to be given to the de-
jendability of the structural features of
the public as being decorated to be seen
in the dark.
John Eberson.
he building, it being the architect's duty
, to provide safety
"factors, which
for reason of the
public nature of
the structure
should exceed if
possible, the
safety factors
prescribed by or-
dinary building
laws, and it
should be the
architect's most
holy duty to ar-
range for a
system of super-
vision that will
see that his
tructural calculations and prescriptions
re carried out without any deluding or
ubstitution.
The period style of architectural de-
ign to be suggested for the structure
roposed should be carefully studied
,-om the viewpoint of the characteristics
f the atmospheric conditions into con-
'ideration.
Climate a Factor
You will find in warm climates archi-
;cts are led to produce exterior effects
in the interior of a theatre. You will
nd architects carefully considering the
tmospheric condition of a location be-
)re determining on a style which would
■ill for either a light or dark finish.
s a whole, the architect must not for-
et that as a theatre is mostly dark
iring the presentation of pictures, it
lill become necessary to decorate the
leatre in a fashion that will appeal to
ATMOSPHERE
Atmosphere is a much abused work.
The first impression is watched by the
architect and owner; no effort to awe
the public with over-decorations or
over-furnishings should be attempted.
Silent elegance of appointments; a touch
of palatial home furnishings; an impres-
sion created through the high quality of
the finish and the furnishings of lobbies
and ante-rooms; a thought to oppor-
tune the visiting patron to be impressed
with spaciousness and interesting vistas
has led to the design so wonderfully well
executed in many of our motion picture
palaces where lobbies and foyers are
built as a correct reproduction of the
fine lobbies and foyers of some of the
most famous castles and palaces of
Europe.
The atmosphere of the auditorium
is absolutely controlled by the light-
ing effects devised by modern light-
ing engineers, permitting a complete
control of dimmed lights, aug-
mented by lighting effects created
by colored mediums, indirect reflec-
tion, etc.
It is probably here that it should be
mentioned what a wonderful part mod-
ern organs and artistic orchestration is
playing in the successful presentation of
picture plays. This led the architect to
necessities arranging for acoustic quali-
ties of the auditorium previously un-
noticed and unheard of, and today these
things are among the most important
features of the modern picture theatre.
EQUIPMENT
The development of equipment de-
signed for modern moving picture the-
atres and the requirements of such
equipment for its proper placing, has
trained the modern theatre architect to
pay special attention to the projection
room, which is today one of the impor-
tant considerations in the design of mo-
tion picture theatres. Its size, the venti-
lation of same, the noise-proofing of
same, the convenient arrangement of
high power motor generators and silent
automatically controlled and driven pro-
jection machines, safety devices, the
synchronizing speed controls, are out-
standing factors.
The requirements of the modern stage
setting for the presentation of picture
plays offers more complex problems to
the architect engineer than the stage of
a legitimate or vaudeville house where
productions reach the stage in com-
pleted form with their own scenery,
their own electric light equipment and
their own fixed cues and plots, to be re-
peated time and time again.
Ramifications of Stage
The modern motion picture theatre
stage contains more remote control
switch circuits, dimmers, stage arc and
incandescent pockets, cradle lights, bal-
cony spots, switch lights, flood and spot
lights, than the average operatic, dra-
matic or variety stage. The modern
picture setting, composed of a fore
stage, production stage, cyclorama, its
many revolving curtains, double foot
light effects, its special stage settings
for prologue work, its episode candela-
bras and effects, represents a develop-
ment which calls for the talent of the
finest artists, both in the scenic studios
as well as the drapery and fabric studio
departments, and it is therefore also
very apparent that the operating stage
staff of the modern motion picture
theatre must not only contain scenery
artists, but also carpenters, electricians,
who under the direction of a stage man-
ager execute special settings and effects
which come and go with every new
weekly or bi-weekly picture presenta-
tion.
The orchestration and design of
the orchestra pit of a motion pic-
ture theatre is entirely different
from that of any other theatre, both
from its seating arrangement as
well as the lighting and control ar-
rangement; particular attention to
74
EXHIBITORS HERALD
June 10, 1922
FIRST EXTERIOR view of the newly completed World theatre, Omaha, Nebr ,
owned by the World Realty Company. This is the fourth playhouse operated by
the company in Omaha. Photograph by Ernest Bihler.
ART AND SCIENCE COMBINED IN
NEW $850,000 MILLER THEATRE
be given to the proper location of
the organ console and the organ
proper. The architect must study
the acoustic qualities of his design
so as to permit maximum efficiency
for the large pipe organs which to-
day play so important a part in the
orchestration of a motion picture
theatre.
A dry. well ventilated room for the
blower and wind supply; a dry and
evenly heated room for the pipe and
chest chamber; a free and easy and
semi-concealed way to accommodate the
large organ expression shutters and the
proper placing and separation of effects,
solo stops, etc.
Seats of Importance
Under the heading of equipment, one
must not forget the motion picture the-
atre chair with its comfortable recline,
noiseless folding seat, comfortable arm
rest and the proper staggered spacing of
same.
The greatest attention, both on
the part of health official as well as
architect and foresighted owner, is
paid to the ventilating system of
modern motion picture theatres,
usually composed of proper supply
in sufficient quantities, of pure
fresh air properly conditioned by
air washers and refrigerator units,
so as to make the ventilation of the
auditorium entirely independent
from outside atmospheric conditions
and outside openings. The problem
of distributing sufficient quantity of
conditioned air and uniform delivery
of same throughout the auditorium,
in spite of natural air currents, is a
problem which has only been solved
in a few instances.
COST
Last but not least, and how especially
true in theatre construction, is the archi-
tect's duty to arrange for a proper re-
lationship or original cost plus carefully
estimated operating expense, as against
the capacity of the playhouse expressed
in dollars and cents. It becomes the
theatre architect's duty to gauge the
possible gross business, the population
of the town, the capacity of the building,
so as to establish an original cost which
will permit a return on the amount of
money invested, plus an opportunity of
an amortization of the investment, plus
a renewal fund which will permit own-
ers to keep property up in good style
and which will permit owners to carry a
budget for the operating expense of the
playhouse permitting the purchase of the
very best film service, ample orchestra-
tion and employment of a high grade
staff trained to meet the wishes and
wants of an amusement loving public.
While there may be playhouses that ex-
ceed the new Miller theatre at Wichita,
Kansas, in point of size, there are few, if
any, that surpass it in beauty and con-
veniences. Nothing has been left undone to
make the Miller the last word in present-
day theatre construction, as a trip through
the house reveals. Art and science in its
finest form have been combined. That
Wichita residents and the city as a whole
take particular pride in the new theatre
was evidenced by the throng and many
prominent officials that attended the open-
ing, as well as the elaborate special section
the Wichita Beacon devoted entirely to the
new theatre.
Cost Is $850,000
The Miller represents an investment of
$850,000. and was built by the Miller The-
atre Company, of which L. M. Miller is
president.
The general design which prevails
throughout the theatre is an adaption of
French Renaissance. French windows are
used between the auditorium and the foyer
and in the lobby, and effective decorative
designs give it a highly rich appearance.
Stairways lead to the mezzanine floor
•ind balcony from either side, at the head of
which is stationed a young lady in costume
who directs the way. A feature of con-
struction is the rail in the center of the
mezzanine floor which surrounds a rec-
tangular well or court which opens directly
over the heads of those seated on the main
floor. Aside from its decorative value, this
innovation serves to eradicate the air pock-
ets which form under theatre balconies.
Has Huge Wurlitzer
The Miller boasts a $40,000 Hope Jones
VYurlitzcr organ, said to be the biggest in
the southwest.
An electric lighting system is operated
by a pre-selective switchboard and remote
control board located back of the stage. By
means of this mechanism one man can
throw on or off any light or group of lights
in any part of the interior or exterior of
the building. A large dimmer bank in this
connection enables many beautiful effects
m lighting.
Efficiency in Projection
Located in the rear of the topmost seats
in the balcony and suspended from the roof
of the theatre with its floor on a level
with the ceiling of the theatre is the pro-
jection room. There are three large well-
ventilated rooms in connection with the
projection department. Baird projection
machines equipped witli Peerless Automatic
Arc Controls are used. Seth E. Barnes has
charge of the machines, with Ross Dadis-
man assisting operator.
7
Heating
v/eNtilatins
Let the theatre
1 ventilation
specialists
tell vou how —
71 North 6th Street
Brooklyn, N. Y.
J
An outstanding reason for the pre-eminent
popularity of the HERALD with the cre-
ators of motion pictures — directors, play-
ers and writers — is the department,
"What the Picture Did for Me," which
affords the one indisputable record of box
office performance.
June 10, 1922
EXHIBITORS HERALD
75
Commends
Theatre
Plans
EQUIPMENT EDITOR,
Exhibitors' Herald.
Dear Sir:
We are in receipt of the plans for
our proposed theatre which you so
kindly worked out for us. They
show a great deal of thought and
special consideration of the difficul-
ties which we have faced.
I am sure that this new policy of
yours and the new service will prove
of real value to the exhibitors. We
always turn to your publication for
guidance in other matters pertain-
ing to the picture business and felt
that you of all of them could assist
us at this time. In that we have not
been disappointed.
Very truly,
C. E. PHILLIPS.
Babcock & Phillips, Galien, Mich.
Xote: The plans referred to by Mr.
Phillips are those published in the May
20 issue of the Herald.
GROUND BROKEN FOR
NEW OPEN AIR HOUSE
Ground has been broken at Sixth street
and Minnesota avenue, Kansas City, Kas.,
for the erection of a new $2.),000 open air
motion picture theatre. Contracts for the
construction were closed by Lew Nathason,
president of the Wyandotte Amusement
Company.
The theatre, which will be roofed and
built of steel and seat 3,200, will be com-
pleted by June 1. It will be named the
Minnesota theatre.
EQUIPMENT
INQUIRIES
EQUIPMENT EDITOR,
Exhibitors Herald.
Dear Sir:
Would like to know the estimated cost
of the small theatre shown in the Theatre
Equipment section of your May 20 issue
of the Herald.
FRANK PEEK,
Tokio theatre,
Greenwood, 111.
Reply:
Regarding your inquiry pertaining to
small theatre sketched and described in
the issue of May 20:
We estimate that the cost of a com-
plete building of this type and size, fur-
nished and complete ready to ring up
curtain, would run from $20,000 to $25,-
000.
It entirely depends, of course, upon the
character of finish you want to give this
building, whether it will be necessary to
expend all of the amounts mentioned
above.
We are giving you a low limit price of
$20,000.00 and high limit price of $25,-
000.00, because as a matter of fact, in
order to give you an accurate estimate it
would be necessary to be thoroughly fam-
iliar with the surroundings of your prop-
erty and with your own personal wishes
as to the grade of equipment and furnish-
ings you desire to place in this theatre. —
//. E. H.
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C" VERY exhibitor knows the bur-
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Time and experience have shown no single
instrument so ideally fitted to render music
to appropriately meet the needs of the film
drama as the Cremona Theatre-Organ.
It is superb as a hand played pipe organ.
But it can render organ or orchestra numbers
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76
EXHIBITORS HERALD
June 10, 1922
Theatre
Construction
News
With the completion and opening of the
new Warfield theatre at Market and
Taylor streets Marcus Loew, head of
Loew, Inc., has added another unit to
what is already the world's largest chain
of theatres. The string of playhouses
now number 300 and stretch from coast
to coast. Theatre number 1 was opened
in Cincinnati in 1907.
The Warfield is the twenty-sixth thea-
tre to be added to the chain in the past
year and a half. Fred G. Weis has been
made manager.
New Projects
Buffalo, N. Y. — According to reports
here a Buffalo architect is preparing
plans for a new Pantages theatre to be
erected in this city.
*
Delta, Utah.— W. H. Pace of the Pace
Motor Company is building a. cement
block adjoining his garage for a motion
picture theatre. The only house in Delta
was recently destroyed by fire.
*
New York, N. Y.— A $300,000 theatre is
planned for Willis avenue and 138th
street. Plans have been prepared by
Eugene De Rosa, 110 W. 40th street,
N. Y. *
Kansas City, Mo. — Max Eichenberg
has plans by architect Victor De Foe,
1125 Scaritt Building for a new theatre.
WHO PAYS
They Say This:
"Paid for itself in the first
three months."
"—in July, 1920, I doubled
my 1919 business — more busi-
ness in summer than in
winter."
" — have had Typhoon System
for nearly five years — paid for
itself several times."
" — our business has been 80%
better."
" — more than paid for itself
in short three months."
" — has increased our business
over 100%
" — paid for itself in the first
six months."
" — all our 17 theatres cooled
with Typhoons — increase busi-
ness from 50 to 200%."
Names on request.
You or They?
Have you ever figured that
your house is always all sold
out at every performance-
no matter how few tickets
are sold.
The difference is that when
the public buys all the seats
they pay; and when they
buy only half, you pay for
the other half.
Typhoon Cooling System will
fill enough of your seats to
pay its entire cost the first
summer — as proved in more
than 1 ,000 theatres.
Start your summer RIGHT — install Typhoons
Write for Booklet E-24
TYPHOON FAN COMPANY
345 West 39th Street, New York, N. Y.
Buffalo New Orleans Chicago
Los Angeles
Philadelphia
Dallas
Gibson City, 111. — A new theatre is
being constructed by Alford Phillips of
this city.
*
Henderson, Ky. — E. S. Trimble has
been awarded the contract for a new
$250,000 theatre to be erected for Hender-
son Theatre Company.
*
Oelwein, la. — J. H. Stahl has been
awarded the contract by architect Ed. N.
Tourtellet for a theatre to cost $50,000.
*
Racine, Wis. — A theatre and store
building will be built by Fred Platte at
a cost of $100,000.
*
Brooklyn, N. Y. — Bids are being re-
ceived by Thomas W. Lamb, architect,
644 Eighth street, N. Y., for the new
theatre of the Goldfleet Corporation
which is to cost $1,500,000.
*
Wildwood, N. J.— Contract has been
awarded to William Bond of this city for
the new Wildwood Realty Company's
theatre.
*
San Francisco, Cal.— Meyer & Johnson,
architects, who are engaged on plans for
a nine story theatre-hotel-store building
for A. F. Rousseau, report that work will
be started by the first of next year. The
cost of the project is estimated at
$1,250,000.
Openings
Healdton, Okla.— Glen and Ferris
Thompson have opened a new motion
picture theatre here seating 650.
*
Harlan, Ky. — A new 1,000 seat theatre,
which has not as yet been named, has
been completed. Local men are back of
the project.
*
Pittsburgh, Pa.— The Manor, Rowland
and Clarke's newest theatre at Murray
avenue and Forbes street has been
opened.
*
San Francisco, Cal.— Aaron Goldberg
has opened his new $50,000 Ferry theatre
on the Embarcadero. It seats 400.
*
Los Angeles, Cal.— West Coast Thea-
tres Syndicate has opened the new $100,-
000 T ivoli theatre located in a suburb of
Los Angeles.
*
Belton, Tex.— A new theatre, which
has been named the Beltonian has been
opened in this city.
Ownership Changes
Richland, la.— The Strand theatre here
has been leased by Wray Hill.
*
Cleveland. O.— Dr. I. Brody and Julius
Schwartz of the Lakewood theatre have
taken over the Home theatre, giving them
control of a total of four houses.
Temple, Tex.— O. A. Engclbrecht who
operates the (Jem theatre has purchased
the Crescent theatre from Southern En-
terprises.
*
Buffalo, N. Y.— The Premiere theatre
at Main and Lcroy streets has been
taken over by Harry Green.
*
Waterloo, la— W. H. Hoffman has
sold his motion picture business to Karl
Potter of Monroe, Wis.
Tune 10, 1922
EXHIBITORS HERALD
77
T
RAVELING THROUGH
With
H. E. NICHOLS
NEBRASKA
Gering — A new electric piano has been
installed in the Royal. H. N. Olsen
states business conditions are poor and
they will only show three nights a week.
* * *
Kimball — S. D. Vogler believes in be-
ing up to date and is installing a $450
radio receiving set at the American. Ex-
hibitor Vogler knows his business when
it comes to things wireless as he received
his training at the U. S. Naval Wireless
School at Harvard.
* * *
Potter — John Seyfang has closed his
theatre on account of poor business.
* * *
Sidney — Chet Miller, a former sales-
man for Fox and R. C. of Denver, is
managing the U. S. A., a midwest theatre
company house at this place. A large
radio receiving set is being installed and
Paul Guthrie, the U. S. A. projectionist,
is installing the equipment.
* * *
Lodgepole — The garage business is fine
but the theatre business is punk, states
Frank Englert, owner of the Lodgepole
Opera House. This house will be re-
decorated this summer and new fire es-
capes have just been installed.
* * *
Chappell— J. W. McDaniel. Jr., has
purchased the Lyric from Guy Yeggy
and remodeled and decorated, also in-
stalled a Standard Stage equipment. This
hopse has been enlarged to 340 seats and
will run seven davs a week.
* * *
Big Springs — The Wonderland will be
redecorated and renovated this summer.
Rollman and Malone are running this
house which will show three nights a
week for the summer.
* * *
Brule — R. P. Woods, who owns the
local billiard parlor, has opened the Lib-
erty for two nights a week. A good
patronage has welcomed the return of
pictures at this place.
* * *
Ogallala — "Ten Nights in a Bar-room"
will have its premier in this city at the
Princess theatre. A big exploitation
campaign has been planned by Al. F.
Kehr who is also owner of a nice ice
cream and candy business. Al. is noted
for one weakness, and that is bass fish-
ing.
* * *
Valley — The Opera House will be re-
decorated and overhauled this summer.
C. E. Byars, the owner, is also publisher
of the local sheet, the Valley Enterprise.
* * *
Schuyler — The local flour mills remain
closed so business is away off at this
point, according to Jack Rousek, owner
of the Dome theatre. Tent shows are in-
festing these parts so the local exhibs
are having keen competition. The Fav-
orite theatre is to be entirely remodeled
this year and a new booth and equip-
ment installed. We have the last direct
from Mrs. Van Housen and don't forget
"Dad" Van Housen had a lot to say,
too.
* * *
Columbus — A. H. Blank's houses are
receiving expert management under the
direction of James P. Martin. The
North is closed and is only used for the
special attractions. The Swan is run-
ning every night. Who did you say
your friend was from Arkansas, James?
* * *
Central City— James W. Fosbendcr,
who runs the Empress and Donelson
theatres, ably assisted by the Mrs., re-
ports both his houses for sale. The
Donelson will be redecorated and run as
a ten and fifteen cent house, while the
specials will be played at the Empress.
ELINOR FAIR and Henry B. Walthall in a scene from the Pacific Film Company
production, "The Abie-Minded Lady," being offered on state right market.
James has a large Bartola in this house,
and he says it's the greatest instrument
ever made.
* * *
Silver Creek — ■ Business picking up
here says A. R. Roth, a local merchant,
and owner of the Crystal theatre. This
house will continue to show two nights
a week for the present.
* * *
St. Paul. — Jim Crouch, owner of the
Elite Theatre, of this city, has taken over
the Palmer Opera House at Palmer and
the Park Hill at Dannebrog.
* * *
Greeley. — Hot weather will hold no ter-
rors for Albert L. Hepp, owner of the
Idvlhour. He advises us that he is in-
stalling a "Blizzard Fan." This house
also boasts of fine music.
* * *
Scotia. — A real live gentleman of the
cloth is running the Opera House. We
refer to the Rev. J. O. Cresap, a Metho-
dist Minister. Needless to add all the
best pictures are shown here.
* * *
Ord.— Harry McBeth states he is in-
stalling a "Blizzard Fan" for the coming
hot months. "The Four Horsemen" just
completed a big run at the Gem. Mrs. J.
A. Wentworth has taken over and is
operating the Opera House which is run-
ning three nights a week. The place has
been entirely remodeled and renovated
and a new generator set installed.
* * *
North Loop. — The town that made Ed-
ward Johnson famous of Santa Barbara,
Calif. The Strand is still keeping up the
high standard set by Mr. Johnson for so
many years. Roy W. Hudson is putting
in a blower system type of ventilation
and a radio receiving set.
Arcadia. — The janitor of the local post-
office, P. E. Doe, is putting the Electric,
over in great shape, ably assisted by Mrs.
Doe. P. E. plans to remodel his house
this summer and reseat it.
* * *
Lup City. — M. Biemond is putting a
new roof on his Liberty theatre and will
redecorate and install a new screen. This
house will continue to show three nights
a week.
* * *
Ashton. — Peter I. Bodura, a local mer-
chant, has opened the Opera House and
will show one night a week for the pres-
ent.
* * *
Shelton. — H. A. Felps, formerly of
Kimball, is running the Comet and the
Gem at Wood River. Exhibitor Felps
has been playing in hard luck lately; the
recent storms have damaged the trans-
mission lines so that he has had dark
houses for fourteen days. H. A., when
seen, was busy nailing the seats down
at the Comet so his customers could not
take them home.
* * *
Gibbon. — Plans are being perfected so
that the Paramount Theatre will soon
be moved to the ground floor. C. E.
Johnson, editor of the "Reporter," has
practically obtained control of the out-
standing stock of this house and has put
over a losing venture into a profitable
investment.
* * *
Mason City. — F. S. Mooney states that
business has fallen off for the past two
weeks but if the price of meat stays up a
little longer, a new roof will be put on
the Opera House and entire place re-
decorated. "It's a common thing here to
see hail as big as goose eggs," quothes
Mr. Mooney.
CHICAGO TRADE EVENTS
Exhibitors Already
Planning 1923 Meet
Local and State Leagues
Will Cooperate on
Plans
Local organized exhibitors are not
waiting until next year to begin planning
for the 1923 convention of the Motion
Picture Theatre Owners of America.
Factional differences which have cropped
out, especially in New York, are given
no thought by the local and state leagues,
the opinion prevailing that no movement
will develop strength enough to disrupt
the national organization.
William J. Sweeney, state organizer
and in charge at local headquarters, an-
nounces that the Chicago and the Illinois
units of the national organization will co-
operate with each other with a view of
making the 1923 conclave a record-
breaker.
Local headquarters report unusual suc-
cess in signing new members. A number
of the larger theatre men in Chicago have
joined, or have announced a willingness
to join, the Chicago unit of the M. P.
T. O. A.
Celebrated Players Buy
Strong Short Subjects
Celebrated Players Film Corporation
is accumulating a wealth of short sub-
jects for the summer and early fall.
This week, it announced the purchase
for Illinois, Indiana and Wisconsin, of
the Literary Digest film, available one
a week after June 5; the Eddie Polo
serial "Captain Kidd," and a series of
twelve two-reel Joe Rock comedies,
which are declared to be even better
than Rock's one reelers.
Aywon Sells Rights Here
Commonwealth Pictures Corporation
has purchased the rights for Illinois and
Indiana on the Aywon Film Corporation
picture, "Lure of the Orient."
If TRAILERS are ever
made better or sold at a
lower price
FILMACK
$20,000 Win Not
to Be Sneezed At
L. K. Harrison traveled over to
Ciiure.mll Downs the other day for
a peep at
the derby
classic.
" L. H. "
was some-
what more
for tunate,
h o w e v er,
than a few
thou sand
other per-
sons who
saw M o r-
vich lead
the field by
a safe mar-
gin.
They say
"L. H." made his carfare both
ways, the price of a new suit, a
new spring hat and other haber-
dashery. In addition, he may build
another theatre.
All of which means that Harri-
son, who is general manager and
part owner of the Marks & Good-
man circuit at West Baden, Ind.,
won $20,000 on Morvich. We
know others in the Chicago terri-
tory who came home rather "flat."
Frank Bacon Gives "U"
Salesmen Few Tips on
How to Attain Success
Frank Bacon, star of "Lightnin',"
stepped out of his part at the Blackstone
theatre long enough on Saturday to at-
tend a meeting of Universal Film Manu-
facturing Company's salesmen. He ad-
dressed them for thirty minutes on how
he had finally attained success after years
of struggle as a stock actor, and after-
wards posed for several pictures with
the "U" officials and sales force.
He said he had been interested in mo-
tion pictures from their beginning, having
been a photographer for a number of
years. He appeared in several pictures,
early in the history of the industry, for
Metro, and is well acquainted with sev-
eral of the pioneer producers of the coun-
try. Mr. Bacon expressed himself as op-
posed to censorship such as is now
foisted on the public and gave several ex-
amples of its utter ridiculousness and
failure.
Goes Into Randolph June 3
Paramount'* "Loves of Pharaoh" has
been booked by the Randolph for an in-
definite run. It opens there on June 3.
New York, N. Y. — George and Edward
Blum. SO") Fifth avenue, N. Y„ will pre-
pare plans for a $.100,000 theatre to be
erected bv Morris M. Gleason.
Wallace Puts 4 C's
in Paramount Creed
Famous Players -Lasky Chief
Here Believes in "Open
Door Policy"
If you expect to hold a job at the local
Famous Players- Lasky exchange you
must subscribe to a "Paramount Creed"
of four C's — Cheerfulness, Civility, Cour-
teousness and Cooperation.
These four qualities, states Manager
C. C. Wallace in a letter to the sales
force, will create and keep a state of
good will in existence between the ex-
hibitor and Paramount.
Has "Open Door Policy"
Mr. Wallace also is a firm believer in
the "open door policy." "I keep my office
door open to exhibitors at all times," he
says. In presenting his "Paramount
Creed" to his salesmen, Manager Wal-
lace said:
"These rules, if applied consistent}- by
all of us (and I feel certain that they
will be), cannot but result in serving to
more firmly cement the friendly and cor-
dial relations now existing between the
exhibitors and our exchange."
"I Will Be Civil"
His "Creed" follows:
"I will radiate cheerfulness at all times
and in all places. I will be civil and courte-
ous to every exhibitor both in my corre-
spondence and in my personal and 'phone
conversation. I will extend to every ex-
hibitor cooperative assistance in intelli-
gently analyzing his business conditions;
in solving his problems: in increasing his
receipts; in selecting his accessories and
in making his bookings six days in the
week from 8:30 a. m. to 5:30 p. m. All
this I will do with the end in view of cre-
ating and keeping a state of good will in
existence between the exhibitor and Para-
mount."
Mr. Wallace concludes his letter with
this admonition: "Any employee who
feels that he cannot subscribe to this
'Paramount Creed' has no place in our
organization."
Nat Wolf Has Film Float
In Dallas Shrine Parade
Nat Wolf of the Educational Film Ex-
change at Dallas, Tex., and other former
Chicago film men took prominent part
in the recent Shrine ceremonial in the
Texas city. A float representing an old
fashioned motion picture theatre was en-
tered in the parade by the exchange men.
During the ceremonial W. E. Callo-
way, First National manager; Mack
Brock of Goldwyn: Jack Pickens of
Metro, and Ben Cammack of Universal,
were sent over the "Hot Sands." On the
float these four novices were dressed to
represent an old man as manager of the
theatre, a girl ticket seller, a colored
porter and a banner boy.
June 10. 1922
EXHIBITORS HERALD
79
! CHICAGO PERSONALITIES !
|
• By Mac.
David Hellmax, for the past three years
manager fcr the Lida and Erie theatres, is
one of the new executive personalities seen
along the Row having just been appointed
manager of the local Reelcraft Film Ex-
change, Inc. Yes, Dave is Maury's brother.
* * *
Les Retchin, of the Howard theatre, is
whiling away his spare time and a bit of
coin as well, fiying about the sky territory
of the North Shore in an aeroplane. They
tell us the trips call for a dollar a minute
charge. Novel way to kill off one's income
taxes, murmur we !
* * *
C. E. Penrod, district manager R-C Pic-
tures for this territory, is temporarily mak-
ing the Chicago exchange his headquarters
and with the Palm Beach weather the
Windy City is now purveying would say
looks to us we'll have him with us for
some time.
* * *
William Pearl of the Pearl theatre.
Highland Park. 111., arrived last Monday
May 22, concluding his extended motor tour
throughout the East. Billy tells us the Lin-
coln stood the gaff like a veteran, only had
one blowout and it took the big climbs of
those Eastern mountains ''in high" without
even a purr. Tells us the scenery was gor-
geous and made a chap feel ten years
younger for having seen it. Bill's smiling
features sure substantiate the tale for no
one would pass him over twenty-eight or a
trifle less.
* * *
J. P. Gruwexl, in charge of publicity for
the big special, "Ten Nights in a Barroom,"
pulled into the home office of Progress Pic-
tures May 22, completing an extended stay
at Indianapolis, Ind., and brings all sorts
of flattering reports about the feature suc-
cess in the Hoosier state.
* * *
The sprightly young marksman Dan
Cupid has certainly got away with an ef-
fective heart barrage about the local Fox
exchange during the absence of Manager
Clyde Eckhardt while East. Clyde arrived
May 24 to hear the announcement of the
marriages of Harold Loeb, Aaron Uncer
and William Laymax, to take place at an
early date. These fortunate young swains
have become chatter shy so we shall be
forced to forego announcing the dates or
the lucky damsels' names. Gosh, ain't love
grand ?
* * *
Joe Rock and his manager Leox Lee
'passed through May 24 en route for Los
The Only Way
My process of conservation
of new films and effective
renovating assures the
exhibitor a film in perfect
condition to his patronage.
I nc reased earnings to
exhibitor and producer.
A. TEITEL.
SIM Se. Wabash Are.. CHICAGO
Angeles. The popular comedian will be-
gin producing eighteen two-reel comedies
to be released over the Federated Ex-
changes. This should give Joe Friedman's
Celebrated exchange another flock of good-
ies for the Central West exhibitors.
* * *
Edwix Silverman, manager local Select
office, maintains golf is the peer of all
sports. Sounds like Ed must have the lit-
tle pill bounding for about 120 for a round
of eighteen.
* * *
Larry Semox was busy entertaining the
local Vitagraph boys at luncheon in the
Palmer House, May 24. between trains.
That tip the popular Vitagraph star slipped
the dark complexioned gentleman who was
serving the meal almost threw the entire
personnel of the Palmer House into a panic.
* * *
Joe Lyox of the local Fox organization
informs us from now on he will confine
his study hours to the mastery', of the
Turkish language as he has wiped the
Greek tongue from his slate of linguistic
accomplishments. Try' "Dude" Langford,
Joe, he handles a fair line of Anglo-Saxon.
* * *
Johxxy Medxikow of the Celebrated
left May 22 for a two weeks' flying trip
through the key cities and if Johnny gets
half the break in the towns he gets away
with about Chi, quite a flock of contracts
should be dropping into the home office,
KIGHT NOW!
* * *
The boys tell us J. Sitkowski is the new
manager of the Milda theatre, succeeding
R. H. Watson.
* * *
Harry Weiss of the Superior Screen
upon return from his two weeks' trip tells
us his company will shortly release their
two recent buvs for this territory, "The
Winding Trail"' and "Hidden Gold." How's
the new Westcott coupe, Harry?
* * *
That's a riot Henri Ellmax handed
George West the other evening. Henri
tells George "too busy to talk now but meet
me at the States (theatre) about 11:15
p. m." While waiting for George to show,
a bright idea struck Ellman about midnight
to 'phone the States restaurant and sure
enough the patient West was there waiting.
* * *
Billy Weiss, of the local Universal ex-
change, is giving the Illinois exhibitors a
thrill to ponder over after he makes his
call. Bill has his Ford equipped with a
radio outfit and all exhibitors signing the
dotted line are given an opportunity to
listen in on the broadcasts.
* * *
"Admiral" Charles Miller of R-C Pic-
tures, promises to banish the ol' bowler he
is now wearing if the boys can offer him
something in the straw hat line for about
two bits, must be either a '20 or '21 release.
0 0 0 0 1
J.E.WILLIS
p™1
o
A using0 FILIVICRAFT
TRAILERS?
' Why pay 6c per foot or more for second
hand Trailers, when you can buy them
NEW— With or without scenes; Any
reading matter: Any kind of art border;
Any color tint— FREE at
7y2c PER FOOT?
Our second hand Trailers are as low as
SI. 00 — sometimes cheaper
"A word to the wise is sufficient"
Pbfie Harriseo 2278. 738 Se. Wabash Ave. Chicago
FOCRAFI
o
o
o
o
TRAILE
RS
o
Platzman to Go Abroad
In Interest of Foreign
Business of Universal
A. Platzman. for several years head book-
keeper for Universal's Chicago exchange
and well known to exhibitors hereabouts,
leaves next week
for Europe to as-
sume his new-
duties looking
after the finan-
cial interests of
the Universal
Film Mfg. Com-
pany in the Euro-
p e a n territory.
Mr. Platzman
will make his
headquart ers
either in London.
Berlin or Paris.
He has been
with the Univer-
sal Company for
four years, first at Minneapolis and for
the past three and a half years at Chi-
cago.
"The export business of the Universal
Company has developed so rapidly during
the past twelve months," said Mr. Platz-
man, "that conditions necessitated having
a man located there to look after the finan-
cial end of the business, hence Mr.
Laemmle's appointment of myself. I am
exceedingly glad to be able to serve the
company in this respect and shall leave
as soon as my passports are received."
A. Platzman
Second National Will
Issue Two Films Per
Month Under New Plan
Second National Pictures Corporation,
which began operations at the beginning
of the year with the publication of
"David and Jonathan," picturization of
E. Temple Thurston's novel, is planning
to publish two pictures a month, begin-
ning with August or September instead
of the one each month as scheduled for
the first year. The offer of additional
feature pictures and special productions
by independent producers, it is an-
nounced, has resulted in the change of
plan to go into effect in the summer or
early fall.
The current pictures by Second Na-
tional are: "The Xight Riders," North-
western story from the novel by Ridge-
well Cullum; "Her Story," by Dion
Titheradge, featuring Madge Titheradge;
"Broken Shadows," an Irish romance
adapted from the novel, "Nance," by
Charles Garvice. and "David and Jona-
than," with Madge Titheradge.
First of Melodramatic
Series Nearly Finished
at C. B. C. Coast Plant
Actual production work on "More to
Be Pitied than Scorned." first of the
series of melodramatic features which
C. B. C. Film Sales Corporation is to
distribute, is nearly completed. It is
expected that it will be in the New York
offices of C. B. C. within two weeks.
Charles E. Blaney, author of the
piece, has been in close touch with the
progress of production, talking daily'
with Edward Le Saint, director.
In the cast are Alice Lake, Rosemary
Theby. J. Frank Glendon, Philo McCul-
lough, all having been the featured play-
ers in many big productions.
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmes.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
M inter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), six
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels.
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels.
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Faire
Binnev
God's Country and the Law, six reels, Gladys
Leslie.
Love, Hate and a Woman, six reels, Grace Davison.
A Yankee Go Getter, five reels, Neva Gerber.
Dangerous Paths, five reels. Neva Gerber.
Price of Youth, five reels, Neva Gerber.
Ten Nights in a Bar Room, eight reels, John
Lowell.
The Innocent Cheat, six reels, Roy Stewart.
Chain Lightning, five reels, Ann Little.
A Motion to Adjourn, six reels, Roy Stewart and
Marjorie Daw.
Back to Yellow Jacket, six reels, Roy Stewart and
Kathleen Kirkham.
The Broken Silence, six reels, Zena Keefe.
The Splendid Lie, six reels, Grace Davison.
The Double-O, five reels, Jack Hoxie.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distrihutett th'ouoh Pntht Eichnno"
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up! (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
Silas Marner, seven reels, All-Star.
The Real Adventure, five reels. Florence Vidor.
When the Devil Drives, five reels, Leah Baird.
PLAYGOERS PICTURES, INC.
Oct. 9— Across the Divide, six reels.
Oct. 23— Tropical Love, five reels.
Nov. 13— Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dec. 4— The Ruse of the Rattler, five reels.
Jan. IS — Reckless Chances, five reels.
Feb. 26 — Hills of Missing Men, six reels.
Apr. 2— Sunshine Harbor, six reels.
Apr. 10 — A Pasteboard Crown, six reels.
Apr. 23 — [.onesome Corners, five reels.
May 7- -Tracks, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels.
Dapperous I.ove. five reels
Captivating Mary Carstairs. five reel (Norma
Talmadge rr-isue.)
The Heart of the North, five reels, Roy Stewart.
Life's Greatest Question, six reels. Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Pans, five reels, with Clara Kim-
Sail VouriB
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels,
Cullen Landis.
What No Man Knows, Clara Kimball Young.
The Worldly Madonna, Clara Kimball Young.
HAJVlOUc. HLAYEKS-LASKV
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet.
A Homespun Vamp (May McAvoy — Realart),
4,777 feet.
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet
Midnight (Constance Binney — Realart), 4,653 feet
The Red Peacock (Pola Negri), 6,735 feet
A Game Chicken (Bebe Daniels — Realart), 4,748
feet.
Travelin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7.236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet
The Mistress of the World (Special — Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5.100 feet , ,
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
The Heart Specialist (Mary Miles Minter— Real-
art), 5,000 feet. .
Beauty's Worth (Marion Davies — Cosmopolitan).
The Mistress of the World (Chapter 4). 3,825
The Green Temptation (Betty Compson), 6165
Through a Glass Window (May McAvoy), 4,490
feet.
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton), 4.698 feet.
The Sleepwalker (Constance Binney), 4 530 feet.
Bought and Paid For (Wm. DeMille-Ay res-Holt),
5,600 feet.
The Devil's Pawn (Pola Negri), 4,712 feet
The Crimson Challenge (Dorothy Dalton), 4,942
feet
The Truthful Liar (Wanda Hawley), 5.243 feet.
The Spanish Jade (Robertson Prod ), 5111 feet.
Is Matrimony a Failure? (All-Star), 5 612 feet.
The Good Provider (Cosmopolitan), 7753 feet.
Beyond the Rocks (Gloria Swanson). 6740 feet.
The Wife Trap (U. F. A. Prod.). 5207 feet.
The Beauty Shop (Cosmopolitan Prod.), 6536 feet.
North of Rio Grande (Holt-Daniels), 4770 feet
The Man from Home (Geo. Fitzmaurice), 689 j
feet.
The Ordeal (Agnes Ayres), 5000 feet.
The Bachelor Daddy (Thos. Meighan), 6229 feet.
FIDELITY PICTURES CO
The Married Virgin, six reels
Frivolous Wives six reel.
FIRST NATIONAL
Star Dust, with Hope Hampton.
Tol'nble David, with Richard Barthelmess.
R. S. V. P.. with Charles Ray.
Pilgrims of the Night (Frothingham Pro.-Asso.
Prod ). _ . .
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Mail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
Love's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The P.am«tormer. with Charles Ray.
Red Hot Romance, six reels (Emerson-Loos).
Penrod. eight reels. Wesley Barry.
The Cave Girl, five reels.
The Lotus Eater, seven reels, John Barrymore.
Caberia, nine reels, Special.
My Boy, five reels, Jackie Coogan.
The Seventh Day, six reels, Richard Barthelmess.
A Question of Honor, six reels, Anita Stewart.
Gas. Oil and Water, five reels, Charles Ray.
Smilin' Through, eight reels, Norma Talmadge.
The Infidel, six reels, Katherine MacDonald.
The Woman He Married, seven reels, Anita
Stewart.
FEDERATED FILM EXCHANGES
The Servant in the House, fire reels, with au
star cast
Dangerous Toys, seven reels, with all-star cast
Heidi of the Alps, Prizma.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Comrt. tufci
reels.
Thunderclap, seven reels.
Shame, 8,200 feet.
Perjury, 7,400 feet.
Footfalls, eight reels
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARM M IBRIMI
His Greatest Sacrifice, mi reels.
A Stage Romance, 6,418 feet
PEAKL WHITE SERIHiS)
Beyond Price, seven reels.
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SEKllfB
Ridin' Romeo, five reels.
Big Town Round-up, five reels.
After Your Own Heart, five reels.
The Night Horseman, five reels
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERIHI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIES
Ever Since Eve, five reels.
Queenie. five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUSTIN FAHM'M SERIES
The Primal Law. five reels
The Devi] Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
Tn a Finivh. rive reels.
Rar Nothin', five reels
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o' Dawn, 4,178 feet.
itM-l-M < r:V| I MY HH»*>"
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy-Walker)
Whatever She \Vant« (Eiteen Percy).
Smiles Are Trump (Maurice Flynn), five reels.
Extra! Extra I (Walker-Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Windsor.
Our 'Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell Ship-
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Bear, Boy and Dog, two reels.
Puppy Days, 0S9 feet
Robinson Crusoe Hours, 969 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
Ace of Hearts, seven reels.
Dollar Devils.
June 10, 1922
EXHIBITORS HERALD
81
GOLDWYN PICTURES CORP
Dangerous Curve Ahead, six reels
The Grim Comedian, six reels. (Rita Weiman.)
Poverty of Riches, six reels. (Reroy Scott.)
Man from Lost River. (Katherine N. Burt.)
A Poor Relation, five reels. Will Rogers.
From Ground Up, five reels. Tom Moore.
The Night Rose, six reels. (Leroy Scott.)
Be My Wife, five reels. Max Linder.
Doubling for Romeo, six reels.
Theodora, special cast, eight reels.
The Glorious Fool, six reels.
Man with Two Mothers, five reds, Mary Alden.
His Back Against the Wall, five reels, Raymond
Hatton.
Watch Your Step, six reels.
Grand Larceny, six reels.
Watch Your Step, five reels, Landis and Patsy
Miller.
Come On Over, six reels. Collern Moore.
All's Fair in Love, six reels, Betty Compson.
Head Over Heels, five reels. Mabel N'ormand.
When Romance Rides, six reels (Benj. Hampton).
W. W HODKINSON CORP
REX CO FILM COMPANY
Lavender and Old Lace, six reels, Marguerite
Snow.
At the Sign of the Jack o' Lantern, six reels,
all-star cast.
iane grey pictckes, inc.
rwr V P. Trail, six reel*.
ST.. w,„ nf »he For.«t. .iT rwl«.
The Mysterious Rider, six reels, Claire Adams-
Robert McKim.
*KNJ.*MI\ B. HAMPTON PROnrCTlON*
A Certain Rich Man, six reels, Claire Adams.
Heart's Haven, six reels. Claire Adams.
The Grey Dawn, six reels, Claire Adams.
J. PARKER READ. JR- PRODUCTIONS
The Brute Master, with Hobart Bsswortb.
Love Madness, with Louise (ilaum
DIAL FILM CO. PRODUCTIONS
The Tieer'o Coat, with Myrtle Stedman and Law-
son Butt. , „
The Light in the Clearing, seven reels, all-star
cast.
LOUIS TRACY PRODUCTIONS
The Silent Barrier, six reels, with Sheldon Lewir
NATIONAL FILM PRODUCTIONS
The Kentucky Colonel, six reels, with Joseph J.
Dowling.
JOSEPH LEVERING PRODUCTIONS
His Temporary Wife, six reels, with Special Cast
IRVIN V. WILLAT PRODUCTIONS
TBe Face of the World, Barbara Bedford and Ed
ward Hearn.
Fifty Candles, five reels, Marjorie Daw.
ROCKETT FILM PRODUCTIONS
.The Truant Husband, five reels, with All Star Cast
Keeping Up With Lizzie, Enid Bennett.
HUGO BALLIN PRODUCTIONS
East Lynne, seven reels, with All Star Cast.
The Journey's End. All Star Ca«t.
Jane Eyre, seven reels, Mabel Ballin.
Other Women's Clothes, six reels, Mabel Ballin
and Raymond Bloomer.
WARD LASCELLE PRODUCTIONS
Rip Van Winkle, seven reels, Thomas Jefferson.
WINNIPEG PRODUCTIONS, INC.
God's Crucible, six reels. Gaston Glass.
Cameron of the Royal Mounted, six reels, Gaston
Glass and Vivienne Osborn.
HOLTRE PRODUCTIONS
French Heels, six reels, Irene Castle.
JANS PICTURES, INC.
Madonnas and Men. six reels.
Love Without Question, seven reels.
A Woman's Business, five reels.
Wings of Pride, five reels.
Man and Woman, five reels, with Diana Allen.
The Amazing Lovers, five reels, with Diana Allen.
VICTOR KREMER, INC.
Handicap, six reel horse race feature.
When Love Is Young, five reels, with Zena Keefe.
Winding Trail, five reels, with Buck Manning.
METRO PICTURES CORPORATION
METRO SPECIALS
an. 2— Turn to the Right, Rex Ingram Special,
an. 9— Fourteenth Lover, six reels, Viola Dana,
an. 23 — Little Eva Ascends, six reels, Gareth
Hughes.
reh. 6— The Golden Gift, six reels, Alice Lake.
:eb. 20— The Right That Failed, six reels, Bert
Lytell.
•lar. 6— Glass Houses, six reels, Viola Dana,
-pr. 3 — Kisses, six reels, Alice Lake,
kpr. 17 — The Face Between, six reels, Bert
Lytell.
lay 1 — Seeing's Believing, six reels, Viola Dana.
NAZIMOVA PRODUCTIONS
tadame Peacock, seven reels, with Nazimova
illions, six reels, with Nazimova
amille, six reels, with Nazimova
TIFFANY PRODUCTIONS
Peacock Alley, eight reels, Mae Murray.
Fascination, eight reels, Mae Murray.
MILLER BROS. 101 RANCH
Days of the Buffalo, six reels.
Perils of the Cimarron, seven reels.
NATIONAL EXCHANGES, INC.
Welcome Children, five reels, Elsie Albert.
Shadows of the West, five reels, Hedda Nova.
The Lotus Blossom, six reels. Tully Marshall.
PATHE EXCHANGE, INC.
JESSE D. HAMPTON PRODUCTIONS
Half a Chance, seven reels, with Mablon Hamil-
ton.
Her Unwilling Husband, five reels, with Blanche
Sweet.
Dice of Destiny, 6ve reels, with H. B. Warner.
That Girl Montana, five reels, with Blanche Sweet.
When We Were Twenty-one, five reels, with H.
B. Warner.
ROBT. BRUNTON PRODUCTIONS
The Devil to Pay, six reels, with Fritzi Brunette
and Roy Stewart.
GEORGE B. SEITZ, INC.
Rogues and Romance, six reels, with Geo. B. Setts
and June Caprice.
FEDERAL PHOTOPLAYS. INC.
The Heart Line, six reels. (Arthur F. Beck
Prod.)
The Power Within, six reels. (Achievement
FilmO
Nanook of the North, six reels (Freres).
PACIFIC FILM CO.
The Call from the Wild.
The Fatal 30.
The Able Minded Lady.
The Girl from Rocky Point.
The Forest King.
PRODUCERS SECURITY CORP.
When Dawn Came, six reels.
Diane of Star Hollow, six reels.
The Right Way, eight reels.
The Soul of Man. seven reels.
Squire Phinn. five reels.
Welcome to Our City, five reels.
Mr. Bingle, five reels.
Mr. Potter of Texas, six reels.
Trail of the Law, five reels.
The Man Who Paid, five reels.
Irving Cummings Series, two reels.
Cissy Fitzgerald Series, 2 reels.
R-C PICTURES PRODUCTIONS
The Swamp, six reels. Sessue Hayakawa.
The Lure of Jade, six reels. Pauline Frederick.
Possession, seven reels. (Mercanton Prod.)
Duke of Chimney Butte, six reels. Fred Stone.
Silent Years, six reels. (Gasnier Productinos.)
At the Stage Door, six reels. (Cabanne Prod.)
Eden and Return, six reels. Doris May.
Five Days to Live, five reels, Sessue Hayakawa.
Why Men Forget, five reels. Special Cast.
Billy Jim, five reels. Fred Stone.
The Call of Home, six reels (L. J. Gasnier Prod).
Beyond the Rainbow, six reels, L. J. Gasmer
Prod.
Boy Crazy, six reels, Doris May.
The Vermilion Pencil, six reels, Sessue Hayakawa.
The Bigamist, six reels, special cast.
Queen O' the Turf, five reels, special cast.
The First Woman, five reels, Mildred Harris.
Gay and Devilish, five reels, Doris May.
Sheik of Araby, six reels, H. B. Warner revival.
RAINBOW FILM CORP.
A Girl's Decision, five reels, with Helen Gibson
and Ed Coxen.
RUSSELL PRODUCTIONS
Shadows of Conscience, seven reels, Russell Simp-
son.
SECOND NATIONAL PICTURES
David and Jonathan, 4,800 feet.
Her Story, 5,000 feet.
The Night Riders, 5,000 feet
Brenda's Heritage, 5,000 feet.
S. & E. ENTERPRISES
It Might Happen to You, five reels, with Billv
Mason.
Cowhov Ta«s. two rwl« «tunt nnveltv
LEWIS J. SELZNICK ENTERPRISES
ELAINE HAJHMERSTEIN STAR SERIES
The Girl From Nowhere, five reels.
Remorseless Love.
Handcuffs or Kisses.
The Way of a Maid, five reels.
Why Announce Your Marriage? five reels.
Reckless Youth, five reels.
Evidence, five reels.
KUCJKNK O'BRIEN STAR VK.RIES
Chivalrous Charlie, five reels.
The Prophet's Paradise, five reels.
Channing of the Northwest, five reels.
John Smith, five reels.
OWEN MOOHE STAR SERIES
A Divorce of Convenience, five reels
CONWAY TEARLE STAR SERIES
Society Snobs, six reels.
Bucking the Tiger, five reels.
The Fighter, five reels.
After Midnight.
The Man of Stone, five reels.
A Wide Open Town, five reels.
The Referee, five reels.
sfhtlAL PRODUCTIONS
The Road of Ambition, six reels, with Conwa)
Tearle.
The Sin That Was His. six reels, with Willisr
Faversham.
Red Foam six reels, a Ralph Ince Special.
Who Am I? (All Star Cast)
Conceit (All Star Cast)
A Man's Home (All Star Cast.)
Reported Missing, seven reels.
WILLIAM STEINER PROD.
Tangled Trails, five reels, Neal Hart.
D. N. SCHWAB PRODUCTIONS
Fickle Women, five reels, state right feature
Girls Don't Gamble, five reels, state right fe»i«r*
CHAS. R. SEELING PROD.
The Man in a Million, three reels.
UNITED ARTISTS CORPORATION
Dream Street nine reels (D. W. Griffith).
Through the Back Door, seven reels, Mary Pick-
ford.
Carnival, six reels (Harley Knoles production).
Way Down East, eleven reels (D. W. Griffith).
Disraeli, seven reels, George Arliss.
I Accuse, eight reels (Abel Gance production).
Iron Trail, seven reels (Rex Beach).
Little Lord Fauntleroy, ten reels, Mary Pickford.
The Three Musketeers, twelve reels, Douglas Fair-
banks.
A Doll's House, seven reels, Nazimova.
The Ruling Passion, seven reels, George Arliss.
Fair Lady, seven reels (Rex Beach).
Orphans of the Storm, twelve reels (D. W. Grif-
fith).
UNIVERSAL ATTRACTIONS
Across the Deadline, five reels, Frank Mayo.
Don't Get Personal, five reels. Marie Prevost.
The Scrapper, five reels, Herbert Rawlinson.
Headin' West, five reels, Hoot Gibson.
The Golden Gallows, five reels, Miss du Pont.
Tracked to Earth, five reels, Frank Mayo.
The Wise Kid, five reels. Gladys Walton.
The Dangerous Little Demon, five reels. Marie
Prevost.
The Bear Cat, five reels, Hoot Gibson.
The Man Under Cover, fie reels, Herbert Raw-
linson.
A Wonderful Wife, five reels. Miss du Pont.
The Man Who Married His Own Wife, five reels,
Frank Mayo.
Second Hand Rose, five reels, Gladys Walton.
Kissed, five reels, Marie Prevost.
Step on It, five reels, Hoot Gibson.
The Black Bag, five reels, Herbert Rawlinson.
The Trooper, five reels, Gladys Walton.
Out of the Silent North, five reels Frank Mayo.
Her Night of Nights, five reels, Marie Prevost.
UNIVERSAL- JEWEL PRODUCTION'S
Outside the Ldrt, ma reels, witn rrisciUa
Reputation, seven reels, with Priscilla Dean
No Woman Knows, seven reels, Mabel Julian Scuct.
Conflict, six reels, Priscilla Dean.
The Kox. seven reels. Harry Carey.
Wild Honey, six reels. Priscilla Dean.
Foolish Wives, 10 reels, Erich von Stroheim.
Man to Man, six reels, Harry Carey.
The Trap, seven reels, Lon Chaney.
VITAGRAPH
ISA RLE WILLIAMS PRODUCTIONS
Bring Him In, six reels.
I nckv Carson, five reels.
The Man from Downing Street, five reels.
Restless Souls, five reels.
CORINNKl UK IK KITH PRODUCTIONS
Moral Fibre, five reels.
The Single Track, five reels.
Received Payment, five reels.
Island Wives, five reels.
A Virgin's Sacrifice, five reels.
ALICE CALHOUN PRODUCTIONS
The Matrimonial Web, five reels.
The Rainbow five reels.
The Little Minister, six reels.
The Angel of Crooked Street, five reels.
ANTONIO MORENO PRODUCTIONS
A Guilty Conscience, five reels.
WILLIAM DUNCAN
Where Men Are Men, five reels.
Steelheart, five reels.
No Defense, five reels.
The Silent Vow, five reels.
VITAGRAPH SUPER-FEATURES
The Son of Wallingford, eight reels.
Flower of the North, seven reels.
The Prodigal Judge, eight reels.
Gypsy Passion, six reels.
The Sheik's Wife, six reels.
Too Much Business, seven reels.
My Wild Irish Rose, seven reels.
WARNER PICTURES
Jungle Princess, seven reels, Juanita Hansen.
Why Girls Leave Home, seven reels, Anna Q.
Nilsson.
Parted rurtains, six reels. Henry Walthall.
WESTERN PICTURES CORP.
Honeymoon Ranch, five reels, AUene Ray.
West of the Rio Grande, five reels, Allene Ray.
Partners of the Sunset, five reels, Allene Ray.
Lady Luck, five reels, Allene Ray.
82
EXHIBITORS HERALD
June 10, 1922
SHORT SUBJECTS
COMEDIES
ARROW FILM CORP.
BROADWAY, with Eddie Barry.
CRUELLYWED, Lilie Leslie.
SPEED, Charlotte Merriam.
lORTHQUAKES. Bobby Dunn.
SPOTLIGHT, one reel.
ASSOCIATED KIHIBITORI
I DO, with Harold Lloyd.
NEVER WEAKEN, with Harold Lloyd.
NOW OR NEVER, with Harold Lloyd.
AMONG THOSE PRESENT, witk Harold Lloyd.
AlWOJf FILM CORP.
JOY COMEDIES.
O. B. C. FILM SALES
HALL ROOM BOYS COMEDIES, two reels
SCREEN SNAPSHOTS, one reel, twice a month.
CARNIVAL COMEDIES, two reel*, twice a
month. Polly Meran and Smiling Bill Jones.
SUNRISE COMEDIES, two reels, with Billy
West.
CELEBRATED PLAYERS
CELEBRATED COMEDIES.
DOMINANT PICTURES, INC.
NEW-WED COMEDIES, one reel.
EDUCATIONAL FILM CORP.
CAMPBELL COMEDIES.
Assorted Heroes, two reels.
Schoolday Love, two reels.
CHRISTIE COMEDIES, two reele.
Saving Sister Susie.
Kiss and Make Up.
No Parking.
A Barnyard Cavalier, two reels.
One Stormy Knight, two reels.
TORCHY COMEDIES, two reels.
Torchy's Promotion.
Doggone Torchy.
Torchy a la Cart.
Torchy Takes a Chance.
Battling Torchy, two reels.
MERMAID COMEDIES, two reels.
Free and Easy.
Rolling Stones, two reels.
VANITY COMEDIES, one reel.
GAYETY COMEDIES, one reel.
FILM SALES CO.
BILLY RUGE COMEDIES, one reel
JOLLY COMEDIES, one reel.
ril.U SPECIAL COMEDIES, one reel.
FIRST NATIONAL
CHARLES CHAPLIN COMEDIES
A Dog's Life, three reels.
A Day's Pleasure, two reels
Shoulder Arms, two reels.
Sunnyside, two reels.
The Kid, six reels.
The Idle Class, two reels.
TOONERVILLE TROLLEY COMEDIES, two
reels.
HENRY LEHRMAN COMEDIES, two reds.
The Kick in High Life.
Wet & Warmer.
Punch ot the Irish.
The Game Lady.
BEN TURPTN COMEDIES, two reels.
Love's Outcast.
Love & Doughnuts.
Bright Eyes.
BUSTER KEATON COMEDIES, two reels.
The Playhouse.
The Boat.
The Paleface.
MACK SENNETT COMEDIES, two reds.
Made in the Kitchen.
She Sighed by the Seaside.
Call a Cop.
Hard Knocks & Love Taps.
Be Reasonable.
By Heck.
FEDERATED FILM
MONTE BANKS COMEDIES, two resit
HALLROOM BOYS COMEDIES, two reeks.
C. L. CHESTER COMEDIES, two reels.
JOE ROCK COMEDIES, one red.
FOX FILM CORP.
CLYDE COOK COMEDIES, two reels
The Toreador.
The Chauffeur.
Hot Dog.
AL ST JOHN SERIES, two reels.
The Happy Pest.
Fool Days.
Straight from the Farm.
The Studio Rube.
LUPINO LANE SERIES, two rede.
The Broker.
SUNSHINE COMEDIES, two reels.
A Perfect Villain.
Love and War.
Pardon Me.
Try and Get It.
False Alarm.
Hold the Line.
Please Be Carrful.
McGOVERN AND EGLER
The Runt, two reds (Shorty Hamilton).
Pep, two reels (Shorty Hamilton).
Let 'er Go Gallagher, two reels (Shorty Hamil-
ton).
Pony Boy, two reels (Shorty Hamilton).
Grit, two reels (Shorty Hamilton).
Ride 'em Cowboy, two reels (Shorty Hamilton).
NATIONAL EXCHANGES
KING COLE COMEDIES, two reels.
RAINBOW COMEDIES, two reels.
PATHE EXCHANGE, INC.
VANITY FAIR GIRLS COMEDIES, one reei.
ROLIN COMEDIES, one red.
ROLIN TWO REELERS, two reels.
HAL ROACH COMEDIES, one red.
GAYLORD LLOYD COMEDIES, one reel.
HAROLD LLOYD COMEDIES, two reels.
PACIFIC FILM COMPANY
Folly Comedies.
PHOTO PRODUCTS EXPORT
FLAGG COMEDY RENEWALS, one red.
PINNACLE PRODUCTIONS, INC.
DAMFOOL TWIN COMEDIES, two reels.
PINNACLE COMEDIES, two reels, with Mas
Roberts.
RADIN PICTURES, INC.
JOHNNY DOOLEY COMFDIES
UNIVERSAL FILM MFG. CO.
CENTURY COMEDIES, two reels
STAR COMEDIES, one reel
VITAGRAPH
LARRY SEMON COMEDIES, two reds.
The Bell Hop.
The Sawmill.
The Show.
JIM AUBREY COMEDIES, two reals.
The Riot.
The Applicant.
The Messenger.
A Charmed Life.
WARNER PICTURES
MONTY BANKS COMEDIES
Clean and dry.
DRAMAS
ARROW FILM CORP.
BLAZED TRAIL PRODUCTIONS, ona every
other week, two reels.
ARROW-NORTHWOOD DRAMAS, two reds
C. B. C. FILM SALES
STAR RANCH WESTERNS, two reds, bi-
monthly.
DOMINANT PICTURES. INC.
WESTERN STAR DRAMAS, two reels.
W. W. HODKINSON CORP.
THE BEGGAR MAID, two reels (Mary Astor).
THE BASHFUL SUITOR, two reels (Mary
Brandon).
THE YOUNG PAINTER, three reels (Mary
Astor and Pierre Gendron).
PATHE
ADVENTURES OF BILL AND BOB, one red.
TCM SANTSCHI WESTERNS, two reels.
HOLMAN DAY SERIES, two reds.
MAJ. JACK ALLEN SERIES, one reel.
PIONEER
NICK CARTER SERIES, two rada.
C. B. PRICE CO.
INDIAN DRAMAS. featuring Mona Dark
feather, one reel.
RUSSELL PRODUCTIONS
FRANK BRAIDWOOD, in two red Westerns.
8ELIG-RORK PHOTOPLAYS
The White Mouse, two reds.
1 MV EHMl FILM MFG. CO.
RED RIDER SERIES (Leonard Chapman), two
reels.
WESTERN AND RAILROAD DRAMAS, two
reels.
COLLIER SERIES, "The Leather Pushers," two
reels.
SCENICS
EDUCATIONAL— Robert C. Bruce Scenles Bean-
tif til, one reel (every two weeks).
EDUCATIONAL— Chester Outing Scenice, on*
reel (everv weekt
EDUCATIONAL — Screenics, one red (every twa
weeks).
EDUCATIONAL— Sketchografs. one reel.
FDT 'CATION AL — World Wanderings, ona red
GOLDWYN— Sport Review, one reel each.
In the Pink.
Drawing Cards.
Self Defense.
Centaurs of the Field.
Winter Pep.
A Rex Beach Weekend.
Taking the Air.
By-Way Champions.
"Fore I
PARAMOUNT— Burton Holmes Travel Pictures
one reel (every week)
Sante Fe— the City Different.
Seeing San Marino.
Watching the Wayands.
In Old Granada.
A Fairy Foreland.
SPECIAL PICTURES— Sunset Barrad Seeais
Stories.
TRUART FILM CORP.— One red Barliaghaa
Monkey Land up the Barito River.
An Alpine Ride Up the Stanzerhorn.
Jungle Belles of Borneo.
An Arctic Hike on the Great Aletsch Glacier.
A Wedding Feast Among the Borneo Dyaks.
Perilous Ascent of the Zind-Rothorn.
Pelican Island.
NATIONAL EXCHANGES— Kineto Review, on*
red issued weekly.
MISCELLANEOUS
ARROW— Sport Pictorida, one reel.
C. B. C. SALES — Screen snapshots, one reel.
COMMONWEALTH— Spanuth's Origind Vod-s
Vil Movies.
COMMONWEALTH— Spanuth's Seraenettea.
EDUCATIONAL, one red.
The Manly Art of Self Defense.
FAMOUS PLAYERS— Paramount Magazine, aas
reel (weekly).
HODKINSON— Kineto Co. of America.
The Four Seasons, four reels.
Great American Authors, one reel.
Official Urban Movie Chats, one reel.
Kineto Reviews, one reel, once a week.
PATHE— Topics of the Day.
PATHE— Pathe Review, one reel.
PATHE — Aesop's Fables Cartoons, two-thirds real
PRIZMA— Nature's Colors.
Neighbor Nelly.
So This Is London.
Sunbeams.
Ruins of Angkor.
Magic Gems.
Away Dull Care.
Seeing the Unseen.
Nippon.
PIONEER— Luke MeLuke's Film-Osophy.
RADIN— Brind's Wonders of Nature.
R-C — Hy Mayer Traveloughs, one every two
weeks.
Starland Review, one every two weeks.
C. B. C. FILMS— Cap'n Kidd Serial. Eddie Polo.
STOREY PICTURES— Shadowland Screen Review.
one reel every two weeks.
STORY PICTURES— Burlesque Photoplays, two
reel s.
WEISS BROS.— The expose of Sawing a Lady is
Half, length 1476 feet.
SERIALS
ADVENTURES OF TARZAN SERIAL SALM-
Adventures of Tarzan (Eimo Lincoln).
ARROW— Thunderbolt Jack (Jack Hoxie)
The Blue Fox (Ann Little).
Nan of the North (Ann Little)
C. B. C. FILMS — Capitain Kidd (Eddie Polo).
EXPORT & IMPORT FILM CO.— The Jungle
Goddess (Elinor Field and Truman Van Dyke.
FOX— Fantomas; Bride II.
FEDERATED— Miracles of Jungle.
PATHE— The Sky Ranger (Geo. B. Seits ant
June Caprice).
PATHE— Hurricane Hutch (Charlea Hutchinsoa)
PATHE — The Yellow Arm (Ruth Roland)
NATIONAL EXCHANGES— The Great Reward.
SELZNICK— The Whirlwind.
The Branded Four.
UNIVERSAL— The Diamond Queen (EUeea
Sedgwick).
UNIVERSAL— The White Horseman (Art Acord)
UNIVERSAL— Do or Die (Eddie Polo).
UN VERSAL— Winners of the West (Art Acord)
UNIVERSAL— The Secret Four (Eddie Pdo).
VITAGRAPH— Breaking Through.
VITAGRAPH— The Veiled Mystery (Antoak
Moreno).
WARNER— The Lost City.
Miracles of Jungle.
NEWS REELS
FEDERATED (once a week) Ford Weekly.
FOX NEWS (twice a week) at Fox exchangee.
INTERNATIONAL NEWS (Mondays and Thura-
days) at Universal exchanges.
SINOGRAMS (twice a week) at Edncanoad a*
changes.
PATHE NEWS (Wednesdays and Satsrdays) ■>
Pathe Exchange.
SELZNICK NEWS (twice a week) at S el eat s»
changes.
ANIMATED CARTOONS
AESOP'S FABLES (Pathe).
THE GUMPS (Celebrated Playera).
MUTT AND JEFF (Fox).
EDUCATIONAL — Sketchografs, one red.
SPECIALS
EDUCATIONAL FILM CORP.
Babe Ruth— How He Knocks Hii Home *ena
Art of Diving, with Annette Kellenoaa.
The Race of the Age (Man o' War).
•oducers back Hays in Better Pictures Move
V, No. 25
Entered as second class ma::
Published tr
MARTIN J. QU1GLEY. PUBLISHER
August *>. 1917, at the Post Office at Chicago, 111., under the Act of March 3,
at tnScutj^Dearboij^S^^LI^caao^^^^^r^^^^^^^^^^^^^^^^^^^^—
1S79
June 17, 1922
i i
MM I
0
^ii F Cody
later known as
BUFFALO BILL
A FEW OF THE 100 GREAT FIGURES
OF HISTORY PORTRAYED IN THIS
WONDERFUL CONTINUED FEATURE ,
i
CARL LAEMMLE $fc»™9
Iwindof Actfon.Rc
DIRECTED BY
1 ^yfryk;
THE BtttSST SOX OPHCE
ATTRACTION EVER OFFCRCB
EXHIBITOR*
o
Export & Import Film Co., IrLI
presents
The Five Star j
Special tc
Prosperity
■ *
1 '' .^*^ \ ' \ -■' ^ ^^^^^^
......
. . J
Directed by Harry O. Hoyt
' Scenario by Chas. E. Blaney
Produced by Jos. N. Shear
State Right Men-
Hop Aboard!
AMERICAN DISTRIBUTORS:
L. Lawrence Weber and Bobby North
1600 BROADWAY
Bryant 6642-3 N. Y. CITY
FOREIGN RIGHTS:
Export & Import Film Co.
729 SEVENTH {AVENUI
Bryant 4566 N. Y. Clfj
■hi
■ ■
■ ii
'Vi//.
lam
rv
I'ese nts
J0*
SHIRLEY
MASON
an some r
Jllu>ays Wit
■JLlways Winning-
Qcjht, feeing, Witty-
Upmance of Spi-inytime
andljouth -jhe daintiest
little money -makei-J^oi-
Cx hi hi lots etfet screened
Story hy
CjLaxlys 6 Johnson
ted btj Harry Beau
v 4 L *
■ ■ ■
Sunshine Harbor
Mardaret Beecher
O Directed by Edward Hemmer
ith
A seasonable offering as refreshing as a June
morning.
A delicious love story of a Southern girl who
icbels against the restrictions of an jjld-fashioned
lather and runs away from home.
Her experiences, temptations ftnd adventures Jt^i
provide the motif for the action of a surprising VA™ ■
picture. \
Portrayed in a winsome mannei by a ncv/^iW0n
beauty and a finely chosen cast. K #7*
/ By
Physical Distributors
Path* i i
A Pasteboard
Crown" mA
Motion Picture News
Hits the Keynote:
"The story is a great deal more genuine
than the majority of those depicting life
back stage. For one thing it paints the
hardships in their true colors. The pro-
duction is a handsome one, being rich
in settings, costumes and pictorial
appeal.
"Being experienced in her subject, the
story by Clara Morris carries authority.
"The offering is really a depiction of
society life mixed with that of the stage
and through it runs a pleasant vein of
humor." . >
Portrayed by
Evelyn Greeley
Robert Elliot
Gladys Valerie
Eleanor Woodruff
Jane Jennings
Dora Mills Adams
Albert Roccardi
Physical Distributors
Pathe Exchange
•*<7
77M
*A. Travers Vale Production
by Mathan and Semerad
0ft; Playgoers Pictures
Foreign ftepresentative
•"■••i** Sidney garrett
8
EXHIBITORS HERALD
June 17, 1922
CTTie Stars and Qiredtors
of ^Americas Tme^f
PARAMOUNT
H
.ERE are the stars and directors who are making
the forty-one great Paramount Pictures announced for
release in the six months beginning in August and
ending in January.
Stars who have armies of admirers!
Directors who have made scores of successes!
Big names are essential to box-office success. And
Paramount gives you, in every picture, a group of
names mighty in accomplishment, in prestige, and in
drawing power.
Great stories, great productions, perfect casts, and
stars and directors of world-wide renown — these are
the elements that make Paramount Pictures.
And because you can depend on Paramount to give
you a steady supply of such pictures, Paramount is
the best box-office insurance you can have.
^Paramount
If it's a Paramount Picture
une 17. 1922
EXHIBITORS HERALD
Entertainment
PICTURES
An Adaptation of this
Advertisement Appears in
SATURDAY EVENING POST, June 17
Ladies' Home Journal July
Motion Picture Magazine July
Photoplay Magazine July
Picture Play Magazine July
Motion Picture Classic July
Film Fun July
Movie Weekly . June 10
Screenland June 10
Total Circulation
5,626,581
its the best show in town
FAMOUS PLAYERS LASKY CORP
ADOLPM ZUKOR. Pits/dent
"SEW YORK CITY"
10
EXHIBITORS HERALD
June 17, 1922
'te
READ it all and let it sink in! Read what one wise showman
thinks of Hy Mayer's sensational Travelaughs — Read especially
the underlined passages —
Mr. Schlesinger's patrons applauded because they were thrilled by
the drama, the romance, the action and cracker-jack novelty with
which Hy Mayer's Travelaughs teem —
Mr. Schlesinger, like "Roxy" Rothafel of New York's famous Capitol,
BOOKED the Travelaughs and found them a RIOT! They
BOOKED THEM SOLID because they BUILD PATRONAGE!
They're the ABSOLUTE CLASS of short reels. A whale of an
attraction NOW — when millions are thinking of voyages to foreign
climes.
m^T v-^s the entire series thru your
L T e ^ nearest R-C Exchange
IT HAS
EVERYTHING (N (T
BUT THE KITCHEN SINK
LEWIS J. SELZNICK'S
Wonder Production
REPORTED MISSING"
STARRING
Owen Moore
Directed by Henry Lehrman
Distributed by SELECT
June 17. 1922
EXHIBITORS HERALD
11
Jj2t £leoen Mags of 'Qold
Qell XJoil Something, -
$1,000 irv every, bag,/
At the Strand Theatre, New York, with a hot May in contrast
to a cool September, "Orphans of the Storm" went over the first
week's record of "Way Down East" by $11,226.
The second week, still hotter, and also rainy, "Orphans of the
Storm" outdrew "Way Down East" by $5,074.92.
Remember those months! May against September ! !
illions are eager to see Jack London stories
till ns of Jack London fans assure you a ready-
le idience for this stupendous drama of the frozen
Millions eat up every line London has ever
s flock to see their favorite's stories on the
And these eager millions are at your beck and
ou GO AFTER THEM WITH THIS BIG
of life beyond the last frontiers of civilization —
NOW on the tremendous popularity of Lon-
h in NOW with snow pictures for a summer
All the sure-fire elements that make a great, big siz-
zling show — Racing dog teams, lonely trails, wilderness-
maddened men — vast snows — night life in Yukon dance
halls — thundering avalanche — the keen, tingling breath
of the open spaces —
Brave men, daring women, adventurers, Northern In-
dians all loving, fighting, hating, crying, scheming, work-
ing, plunging onward through a red-blooded drama by a
man who fought in the thick of life's battle —
Cool 'em off with this one Mr. Showman and you'll
make boosters of them all!
k NOW thru your nearest R-C Exchange
with EDITH ROBERT/
Isadore Bernstein presents
MONROE SALISBURY
GREAT
ALONE
^West Coast Films
Corp. Production
MONROE SALISBURY has made
a score of pictures that for rugged-
ness and strength stand out like
great towering mountain-tops amid
a range of low-lying hills. "The
Great Alone5* is the strongest and
biggest picture of an unibrgetable
strong star.
JACCARD, the director, is in most
respects the strongest director of
melodrama among all the makers
of pictures. "The Great Alone" is
tlx swiftest ami strongest picture
he has ever directed.
1
ELEASINC
rtcan
CORPORATION
/
)
Directed fag
Jacques Jaccard
and James Colwell
BERNSTEIN, with many produc-
tion successes to his credit, ha-
thrown all the resources of the
capahle and efficient Pacific Studios,
at San Mateo, behind "The Gn at
Alone*' and it represents the allied
production delivered to any distri-
butor by that organization.
At its American premiere 1 In-
Great Alone" did a smashing big
business at Turner <X. Dahnken'a
Tivoli, San Franeisco, and immedi-
ately was booked for the Tit I) Oak-
land theatre and the T <S. D circuit
In Cminila: Onailiun hYI(-a*iii£ Cor|>omtinn, l.imiu-d
The Skill and Ability of MARION FAIRFAX plus these stars
MARJORIE DAW" TULLY MARSHALL r* PAT O'MAI LEY
NOAH BEERY * CLAIRE Mc DOW ELL
' LYING
TRUTH
^Marion Fairfax Production
John Jasper, Mgr. oF Production
As a box-office title that has the power to draw pat-
ronage into theatres "The Lying Truth" possesses an
audience challenge not equalled by six other pro-
ductions released since last September. In this one
cast there are more big actor names than some distri-
butors can offer you in a six months output of pictures.
And the solid trade press critical battery say s:"It's good. "
Notices Like These Would
Sell Furs on the Equator!
EXHIBITORS HERALD:
"If you are in the market for a clean,
strong and swiftly-moving story, with
an element of sentiment and some good
acting, don't overlook 'The Lying
Truth.' The production was written
and directed by Marion Fairfax, aud
has a well-suspended mystery, which
moves rapidly to an exciting climax.
THE FILM DAILY:
"A rather original story in which the
author aims to provide something new
in the way of a murder mystery, and
succeeds. A first rate cast and many
well known players are found in this
picture. Noah Beery is the villain, of
course ; Tully Marshall has a less im-
portant role than his talents deserve ;
and Marjorie Daw is necessary to the
romance. Pat O'Malley has the pro-
minent role and handles it adequately."
EXHIBITORS TRADE REVIEW:
"The plot of 'The Lying Truth' contains
a good deal of melodrama sprinkled
with love, pathos and humor. It repre-
sents in a forceful way the injustices of
circumstantial evidence and the author
has woven around the story situations
that are compelling and realistic.
MOTION PICTURE NEWS:
"Well directed, compelling melodrama,
good story, capable cast, pleasing pho-
tography. That is 'The Lying Truth,'
a dramatic animation illustrating the
injustice of condemnation on circum-
stantial evidence. The picture, with
its thrills, suspense and exciting events,
and its splendid cast is a mighty
satisfactory entertainment."
MOVING PICTURE WORLD:
"'The Lying Truth' is an ambitious sub-
ject with fine entertainment values.
The picture is at all times sincere. The
theme offers good possibilities for
drama and shows considerable origina-
lity. The cast includes Marjorie Daw,
Pat O'Malley, Noah Beery and Tully
Marshall. O'Malley plays with a di-
rectness that makeshiswork enjoyable."
In Canada: Canadian Releasing Corporation. Limited
16
EXHIBITORS HERALD
June 17, 1922
QUALITY IN PRODUCTION
is hardly more important to the exhibitor than
QUALITY and ECONOMY in DISTRIBUTION
TN announcing our distributing plan we do so with
the fixed determination to achieve, at all times,
Quality in both our Production and Distributing activ-
ities.
V17E are rapidly establishing Exchanges through
the medium of "Territorial Partners," and a
complete list is soon to be announced.
Tj^ ACH Territorial Partner will be a man of the high-
^ est standing and integrity who has, through con-
sistent past performance, earned the respect and con-
fidence of the Exhibitors in his particular territory,
and who will be fully qualified to serve them with
PREFERRED PICTURES.
/~\NLY pictures which will measure up to a high
standard will appear on our schedule and the func-
tion of distributing these productions will be handled
in an equitable and dignified manner.
''"pHERE are still a few territories available to men
^ who can offer us the high type of representation
required of our "Territorial Partners."
AL LICHTMAN
CORPORATION
576 5th Avenue, New York City
AL LICHTMAN
President
B. P. SCHULBERG
Vice-President
J. G. BACHMA
Treasurer
June 17, 1922
EXHIBITORS HERALD
17
OUR FIRST PRODUCTION
B. P. Schulberg
presents
RICH MEN'S WIVES"
By
Agnes Christine Johnson and Frank Dazey
Directed by
GASNIER
With
A truly ALL-STAR Cast:
HOUSE PETERS CLAIRE WINDSOR
ROSEMARY THEBY GASTON GLASS
MYRTLE STEDMAN CHARLES CLARY
LITTLE RICHARD HEADRICK MARTHA MATTOX
CAROL HALLOWAY
j All of which speaks for itself
Produced by
I PREFERRED PICTURES, INC.
Distributed by
AL LICHTMAN
CORPORATION
576 5th Avenue, New York City
ft LICHTMAN B. P. SCHULBERG J. G. BACHMANN
President Vice-President Treasurer
18
EXHIBITORS HERALD
June 17, 1922
ARTHUR HOUSMAN
in
"The Snitching Hour"
A five reel comedy drama di-
rected by Alan Crosland, Pro-
duced by Housman Comedies, Inc.
The Cast
Arthur Housman Nita Naldi
Gladys Leslie Frank Currier
Mario Carillo George Lessey
Five reels of good, clean, wholesome humor with a liberal
sprinkling of drama. Beautifully staged, master direction
and a notable cast. Truly an independent money maker.
A good comedy drama is always welcome everywhere. "The
Snitching Hour" permits of strong exploitation and is accompanied
by advertising matter in keeping with the bigness of the production.
One of the best pictures offered the
State Right Exchanges this season
CLARK-CORNELIUS CORP.
117 W. 46th St. N. Y. C.
Betty Compson th^
Exhibitors will not question the
box-office value of Miss Compson
in her costliest production
MANY people believe that
each of us has lived on
earth before.
Here is an absorbing story of
reincarnation in which a
Broadway show girl learns
about her amazing pre-historic
existence.
A production with vast set-
tings. A remarkable cast sup-
ports Miss Compson; Emory
Johnson, Doris Pawn, Gerald
Pring, Richard Rosson, Arthur
Delmore and Macey Harlam.
Betty
Compson
The SMiracle Cjirl in
ALWAYS THE WOMAN
cgy <J>erley tPoore Sheehan directed by oArthur cHpsson
PERSONALLY PRODUCED BY BETTY COMPSON
A few window displays suggested by the stills
L.nger
R.d.nd Habits
lodiste D i splay
I*
Mat Shop
One More Strong Goldwyn Release!
20
EXHIBITORS HERALD
June 17, 1922
£8%
PICTURES
CURWOOD
A BIG MAN!
Every magazine
carriesihisiscories;
bus books have
sol cCjinbblbhei mil-
lions;! they, call him
Jh e i G reab ■ A me r-
ican AuthorJ
IT'S A GREAT PICTURE VIEWED PROM ANY ANGLE!
Story? A great author's greatest work. Direction?
Dell Henderson has to his credit a long' list oF box-
oFRce successes. Cast? A group oF highly popular
players, whose names speff MONEY. Iryoii can't do
business with "The Broken Silence" you cane do business!
ylRROW presents -
The greatest Curwood picture oP the year!
^Broken Silence
^James Oliver Curwood
STARRING-
V/ith-
J. BARNEY SHERRY
ROBERT ELLIOTT
GYPSY O'BRIEN
ZENA KEEFE
Sci-een Version by-
THOS. F.FALLON
Directed by-
DELL HENDERSON
Produced by-
PIN& TREE PICTURES
INC.
AVAILABLE AT LEADING INDEPENDENT EXCHANGES
ARROW FILM CORPORATION-220 west 42i2 street-new york
Distributors for United Kingdom
Inter-Ocean Photoplays, Ltd., 162 Wardour St., London
Tune 17. 1922
EXHIBITORS HERALD
21
Scores Triumph in Chicago!
Balaban and Katz wired to First National
as follows:
" 'One Clear Call' gave supreme satisfaction
to critics and public alike. Business at the
Chicago Theatre above the average. It is
one of the best dramatic subjects produced
in some time."
Read what the critics say about it!
"If you're able to stand considerable wear and tear
on your emotions, 'One Clear Call' is a picture to not
miss seeing. And the acting is all so fine. Yes, afraid
I'll have to send you to see 'One Clear Call' whether
you grudge a tear or not.
"Your appreciation of the film will depend so much
upon not knowing what it's all about before you visit
the theatre that I wouldn't be playing square with you
to tell you of what transpires in the lives of the interest-
ing characters who are featured in 'One Clear Call.'
"Just be assured that if you enjoy fine work it is
there for your seeing at the Chicago, Mr. Walthall is
immense and Mr. Sills, Miss Rich and Miss Windsor
are especially called to your attention. The picture is
well produced." — Chicago Tribune.
"Now for 'One Clear Call.' It has a plot! We
hope this statement sounds significant — weighty, be-
cause that's the way we mean it. A plot alone puts it
in a class by itself, but they didn't stop there — they
cast it perfectly.
"Henry Walthall is excellent. We think he is the
Charlie Chaplin of the drama. He knows what he is
doing. He never overacts — flattens out. His crafts-
manship is wonderful. Claire Windsor is good, too —
good to look at — capable, and Irene Rich as the sister
does some of the finest playing we have seen this year.
"There are several complicating threads — we'll not
tell you about them — we want you to see 'One Clear Call.'
You'll say it is the most realistic, absorbing film you've
seen.'" — Chicago Examiner.
Louis B. Mayer presents
The John M. Stahl Production
ton THE COMING YZAB
ONE CLEAR CALL" 6CW0
Taken from the book by Frances Nimmo Greene; Scenarioized by Bess
Meredith and Directed by John M. Stahl
A FIRST NATIONAL ATTRACTION
WATCH ^CXP"" WAIT
SENSAnONAJ^ANNOONCEMENT
Proof of Perfection of Mayei
First National Productions
it
Ik V-
Atmosphere
The successful moving picture must have
appropriate "atmosphere" in every scene.
So, obviously, when picturing a number
ot scenes in the office of a construction
company —
For "A Question of Honor," in which, by
the way, the engineer wins out with
colors flying —
The engineer's copy of Engineering N eius
Record was naturally used to complete
the necessary construction atmosphere.
Incidentally, showing again that wher-
ever there is construction work you'll
find Engineering N eus- Record "on the
job."
The above illustration from "A Question of
Honor" with the talk on Atmosphere is reproduced
from a folder issued by the Engineering News-
Record.
When a magazine of the character and standing
of the News-Record makes a comment on the ac-
Bcok Louis B. Mayer's presentation of
curacy of a motion picture, you may be sure tha
picture is correct in Atmosphere and Detail.
Artistry is dependent on Atmosphere and Accuracy
Louis B. Mayer spares neither time nor effort i
making his productions artistic in quality as we
as fascinating in entertainment.
ANITA STEWART
in
1 1
FOR THE COMINC YIAB
•II tlnn
twA Question of Honor
"Her Mad Ba rgain," "The Invisible Fear"
and her latest
"The Woman He Married' 6Q^70
By Herbert Basbford ; Scenario by Bess
Meredith : Photography by Dal Clawson
Directed by Fred Niblo, Director
of "The Three Musketeers
FIRST NATIONAL ATTRACTIONS
WATCH "^O-O^WAlT
SENSAnONAL^ANNOONaMDO
MARTIN J. QUIGLEY
Publisher & Editor
* ISSUE OF *
June 17, 1922
Recreant Stars and the Remedy
By MARTIN J. QUIGLEY
V\7HEN other means have tailed to impress
upon featured players in motion pictures that
there is a responsibility in the popular position
they occupy it shall become necessary to penalize
those who permit their personal conduct to fly in
the face of public opinion by summary removal
from the screen. This should be done and will be
done and the producers and distributors through
their new organization are now in a position to ac-
complish just this thing.
The successful actors in motion pictures are
uncommonly fortunate persons. It is only in ex-
ceptional instances that even we in the industry
claim any unusual ability for them, yet their work
produces for them financial rewards that tower
beyond even the dreams of the greatest dramatic-
artists of this or any other time. The nature of
'motion picture work relieves the motion picture
actor of the burden of an itinerant life which al-
ways was a sore trial to the dramatic profession.
Situated comfortably and conveniently near his
studios the motion picture actor has every advan-
tage for attaining and maintaining a stable and
normal type of existence.
* * *
THEKE is no group or class connected with the
r motion picture industry which has profited
more substantially and more consistently than the
actor. The development of the motion picture
first opened a vast new field of endeavor for the
acting profession and then with the progress of
the art and the increase in popular attention and
patronage the player became the beneficiary of an
almost incredible financial remuneration.
With the expansion of the industry through
the business ability, commercial enterprise and
financial support of others the personalities of mo-
tion picture actors became more widely known
than that of any other class of people in the world.
The name, face and figure of actors of any par-
ticular prominence in motion pictures have be-
come known throughout the civilized world.
Added to the publicity of the pictures themselves,
and coming as a result of this publicity, the press
everywhere has contributed its quota in making
these people better known.
The facts recited herein are familiar to all
observers in the industry, yet they are so familiar
that they are liable to be lost sight of when the
matter of the personal conduct of stars is
being considered. We reiterate them for the pur-
pose of making plain the fact that the industry as
a whole is not taking an advantage over any par-
ticular factor in it when it prescribes that the per-
sonal conduct of stars must conform to certain ac-
cepted standards.
V\7T> have had recently certain conspicuous ex-
amples of just what effect commercially there
is upon the industry through the social outlawry
of individuals who are widely known as motion
picture personages. This is the thing that affords
the basis of the industry's apprehension and it is
the thing which justifies the adoption of a hard,
fast and uncompromising policy in the matter.
Production executives have gradually been
progressing toward a position of decision in the
matter. Previously they were not organized in a
manner which would make action swift and cer-
tain. But such organization is now a reality and
no one need be surprised if the next screen per-
sonality who becomes an object of public op-
probium is made an example of for the guidance
and warning of others.
This has been an exceedingly trying and deli-
cate question and one with which business gen-
erally has not been troubled. Because of the
failure of certain stars to realize the responsibili-
ties of the popularity that the motion picture has
heaped upon them the industry has sustained
great losses and many affronts — but the remedy
is at hand and it will be used.
24
EXHIBITORS HERALD
June 17, 1922
-MARTIN J. QJJIGLEY
PUBLISHER/ & EDITOR
Published every Wednesday by Martin J.
Quigley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois, (Tele-
phone: Harrison 91248-9249.)
New York Office: 1470 Broadway. (Tele-
phone: Bryant 1308 and Bryant 5111.)
Los Angeles Office: 453 South Spring St.,
(Telephone 600-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, $3.00 a
year; Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1922. All Bights Beserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright net of 1911.
Vol. XIV. June 17, 19S2 No. 25
Prosperity
Under the heading of prosperity de-
velopments of the week there is found
an interesting item in which Famous
Players reports that commencing next
week production activities will be re-
sumed at the Long Island studios after
a lapse which commenced a year ago.
The producer is the official forecaster
for the business and when a successful
organization like Famous Players backs
up its predictions of returning pros-
perity by greatly augmented produc-
tion activities, the message for the rest
of the industry is clear.
Also properly belonging under the
heading of prosperity developments of
the week is the news of the formation
of the Al Lichtman Pictures corpora-
tion in which Mr. Al Lichtman and Mr.
B. P. Schulberg are associated. When
two veterans of the industry like Al
Lichtman and Ben Schulberg, each
with conspicuous records of successful
accomplishment in the motion picture
business, launch a new enterprise at
this time it may reasonably be con-
cluded that things are looking up.
* * *
Mr. Richard A. Rowland
Associated First National Pictures,
Inc., is fortunate in obtaining the
counsel and advice of Mr. Richard A.
Rowland. With the recent appoint-
ment of Mr. Rowland to the executive-
forces of First National attention is
focused upon the fact that Mr. Row-
land after a test in this industry which
reaches back almost to the beginning of
the business enjoys the full confidence
of the thousands who know him
throughout the business to an extent
that is with few parallels.
* # *
Over Expansion
The financial predicament which the
Allen brothers of Canada have been in
for some time and which recently has
become a matter of public record car-
ries with it a valuable lesson for
exhibitors. The Aliens were for some-
time numbered among the most success-
ful exhibitors on the continent. They
had a long list of valuable exhibition in-
terests and they prospered apace. Then
came the era of expansion and the Al-
iens became very ambitious. They
proceeded to fling their exhibition in-
terests toward the four points of the
compass and their territory became in-
ternational and trans-Atlantic. Then
followed the tightening up of business
conditions and when this came about
they found the far-flung and unwieldy
organization they had built up a diffi-
cult thing to handle. They built rap-
idly but not solidly — which is always a
dangerous procedure.
Re -Takes
J. R. M.
'Raw for Will Hays!
* "*
He's going to make use of those bulle-
tin boards one sees in every studio.
* * *
By posting a set of rules which is cal-
culated to lift the standard of pictures
for next season and, as he says —
* * *
"It will be the proof either of our abil-
ity to correct our evils ourselves or of
our inability to run our own business."
* * *
They're Coming!
Paramount has started the ball rolling
by announcing a Paramount Week in
September. This week is "Baby Week"
in Chicago; and a "Clean-up Week" is
due soon. We're keeping quiet until that
"Light Wine and Beer" week comes
along, then watch us!
* * *
What It Cost Pinchot
With nominations for governor of
Pennsylvania down to a mere $120,000,
almost anyone can run, nowadays.
* * *
Speaking of the Ward Case
So far nobody has demanded censor-
ship of the baking industry.
* * *
It Ought to Have a Kick
I see where Myron Selznick is going
to make "Wine" out on the Coast. Well,
as Will Rogers says, the three greatest
industries are Bootlegging, Eskimo pies,
and motion pictures, in the order named.
* * *
Press Agents
By Dan E. Daily
Consid'r the press agent. Jever listen
to one real close.
Whenever a press agent hasn't any-
thing else to do, he writes things like this
about the stars he has to write about:
"We see her great luminous eyes like
deep pools of swordblade blue; the fault-
less features, the skin of satiny texture,
the firm little teeth, the adorable mouth,
the tiny ears, the superb head, the figure
of rounded pantherish contours — "• but
why go on? The rest of it would make
you sick. Say, what a great life a P. A.
leads, eh! When his arm is full, he shoots
it in the leg.
(Next week we're going to start an ar-
gument on Whater'yuh doing with the
davlight yer savin'.)
* * *
Have to Get Used to It
Rupert Hughes is writing a story
called "Gimme." Can you imagine a
hunch of exhihs. at a Goldwyn exchange
crving "Gimme, Gimme?"
* * *
" What's a Bloomin' Bowler?
Al Christie says " 'The Sailor-made
Man' is knocking England for a row of
Brown Bowlers." Which sounds like a
compliment, but why not call 'em derbies
or Bennies, old dcah?
* * *
Wilbur Won't Like It
Bet old Wilbur Crafts shuddered when
he read that Mary Pickford's divorce was
declared legal.
* * *
They've Got It
The motto of the State of Ohio is "Im-
perium in Imperio," which in good old
U. S. A. means "A government within a
government." That about fits Kvalyn
Snow's case, the lady censor, doesn't it?
IN THIS ISSUE
OF SPECIAL INTEREST Bdltoi Asks Community to Attend
' .... . * ... Theatres in Summer ... . . 37
Pinna f<>r n Modem Theatre to sent First National Galna Ground in In-
l,:ts« Persons ...... ' * ternatlonal Distribution 38
\ pan of Scenes from "Douslna
I :.i rl.anks in Boblfl Hood" 58 DEPAKTMEMS
M \\ i OF THE WEEK Pictorial Section '•})
M.ws <>■ in. «. The Week In Nen * »rk »«
"(lean I |> from Within' la Ha>a Money Making Idcaa 38
Balcl to Producer* ••••••••• " The Theatre »"
• 'v *"""'■„',?.,„" "•- .M K^SSSSt .... «
i I", anys Briton.. . . . ....... -<> ■ 4J>
\.x ft •;. i ■™-n.h.,d °" ! m pu»!;"Wh,H i.e«w::::: «
Practical I > SliaiMlld.il ( n - fr,ml Header* tiJ
«...;rKla Mil of M. I . I. «>. \.. Topic of the Da> M
■eaator *il .... ... ^Z^VZ^ni^ £
HKme7',r;ir,na P r.t, Si.,*." Toiirliiu \'vi!rtt"u':"t\\ Ith II. E. \ . .' '. 77
.lulls Musllmum " ■
■KJioOtOOO H . ». Playnonae win he <IiI.uk.. in '•V';""' I„
in.lit l» Pan ml ^» «•■•«« <» < urr. nl Picture* 80
fune 17, 1922
EXHIBITORS HERALD
25
"Clean Up from Within" Is
Hays' Edict to Producers
M. P. P. D. A. President and Directors Launch Drive
to Cany Out Organization's Aim to Maintain
Highest Moral Standard in Pictures
(Special to Exhibitors Herald)
NEW YORK, June 6. — "Clean up from within" is the ultimatum
issued by Will H. Hays to the makers of pictures for the eight big- dis-
tributing companies which are members of the Motion Picture Producers
and Distributors of America. In this edict he is backed up by the signa-
tures of the heads of the eight companies.
At a recent meeting of the board of directors of the association, Mr.
Hays brought up the question of making cleaner and better pictures and
said that as that was one of the cardinal objects of the organization, he
deemed it time to begin.
Letters Urging Campaign Sent to Companies
This view was concurred in by each member of the directorate and
as the result letters strongly urging an immediate movement for better-
ment were sent out to each of the companies. In commenting on his action
in ordering a general studio "cleaning up'" Mr. Hays said :
Crandall Ballot Shows
Majority of Public Is
Against Daylight Plan
(Special to Exhibitors Herald)
WASHINGTON", D. C, June 6.— Resi-
dents and motion picture patrons in
Washington are being given opportunity
of expressing their wishes on the ques-
tion of daylight saving through an inno-
vation inaugurated by Harry M. Cran-
dall at his chain of theatres. Cards are
provided the patrons on which to indi-
cate their preference on three phases
of the question ; those opposed to any
form of daylight saving; those in favor
of daylight saving with change of clock
and those who favor the present system
of daylight saving.
Incomplete returns out of a total of
18,000 votes show that more than a 2 to 1
percentage are opposed to any form of
daylight saving.
New Building Rules to
Govern N. Y. Houses;
Find Many Are Unsafe
(Special to Exhibitors Herald)
ALBANY, N. Y., June 6.— That many
theatres and other places of amusement
in the state are unsafe and dangerous, is
reported by Industrial Commissioner
Henry D. Sayre. in an extensive survey
being made preparatory to the drawing
of a new set of specifications by the
Labor Department to govern these con-
ditions.
Insufficient exits, proximity of the
houses to gasoline stations and other
places where inflammable material is
stored are some of the things found.
After October 1 any place of amuse-
ment not complying with the specifica-
tions drawn by the committee will be
refused a license under a new law which
becomes effective at that time.
Fox Gives $10,000 to
Aid British Exhibitors
(By Cable to Exhibitors Herald)
LONDON, May 5.— William Fox. Ameri-
can producer, on his arrival here subscribed
$10,000 to the fund of British exhibitors
in their fight against the 25 per cent turn-
over entertainment tax. He was enter-
tained by a large gathering of exhibitors
at Hotel Metropole, and expressed himself
as being in keen sympathy with the stand
against the tax. More than $40,000 was
raised for the cause at the function.
Assistant Directors
Hold Second Smoker
(Special to Exhibitors Herald)
LOS ANGELES, June 6.— Fifty-five
members of the Assistant Directors As-
sociation attended the Second Quarterly
Smoker in the Association club rooms
here recently. A number of guests were
also present.
Oscar Van der Steyn and pupils of his
Hollywood school of stage dancing con-
:ributed an interesting presentation to a
arge program of entertainment.
Admission Tax Report
(Special to Exhibitors Herald)
WASHINGTON. D. C. June 6.— Ad-
nission taxes for the month of April of
his year as reported by the Treasury De-
artment total $5,439,014 as comoared
o $7,415,568 for April, 1921.
""Since becoming connected with the
film industry I have been looking on and
learning, but now in view of the fact that
fall production is just beginning, it is
time to act to bring about one of the chief
objects of this organization.
"To attain and maintain the highest
possible moral and artistic standards in
motion picture production means to
eventually bring this industry up to the
high plane it merits and that is exactly
what we are going to do.
Assumes Responsibility
"I cannot be held responsible for the
pictures that were made up to now, but
I can and will be responsible for the pic-
tures made from now on by the compa-
nies which are members of this organiza-
tion, and those pictures represent nearly
SO per cent of the entire production in
this country.
"The letters sent out to the heads of the
companies mean exactly what they say,
and the ones sent out by the heads of the
companies to the production managers,
studio managers and directors mean ex-
actly the same thing — that pictures made
from now on must be of the highest pos-
sible moral and artistic standard.
Cites Organization's Aims
"The people actually making the pic-
tures will be responsible to the heads of
the companies; the heads of the compa-
nies will be responsible to this organiza-
tion, and I will be responsible to the
public."
Following is a copy of the letter sent
to the heads of prodacing companies:
I know that none of us are unmindful of the
objects of the Motion Picture Producers and Dis-
tributors of America, Inc., as definitely stated in
the articles of association as follows:
"The object for which the corporation i«
to be created is to foster the common interest
of those engaged in the motion picture indus-
try in the United States, by establishing and
maintaining the highest possible moral and
artistic standards in motion picture production,
by developing the educational as well as the
entertainment value and the genera] useful-
ness of the motion picture, by diffusing ac-
curate and reliable information with reference
to the industry, by reforming abuses relative
to the industry, by securing freedom from
unjust or unlawful exactions, and by other
lawful and proper means."
We are all familiar, too, with the efforts being
made by all to carry out these objects and, per-
sonally. I thoroughly appreciate the cooperation
which is being given by everybody.
It is impossible, of course, to overestimate the
importance of the immediate application of these
purposes in connection with the production which
is now in process for next season. It is to this
that I want most earnestly to call your attention.
We can make the greatest immediate progress
in "establishing and maintaining the highest pos-
sible moral and artistic standard of motion picture
production/' if those charged with the responsi-
bilities in connection with the production now in
progress make certain that they do strive for this
very thing. We are giving and we must give
preferred attention to these purposes right now in
the pictures which are now being made. Every
<iay there is opportunity in the studios to take
that action which will more and more eliminate
the objectionable features and nearer and nearer
reach the "highest possible moral and artistic
standard." These pictures which are being made
now and which will be made this summer, are
being made after we have agreed to use our best
efforts to attain the purposes of the Association,
and our responsibility for these pictures can-
not be avoided.
These pictures now being made will come out
soon and they will be the proof either of our
honesty of purpose or of our failure; they will be
the proof either of our ability to correct our evils
ourselves, or of our inability to run our own busi-
ness. There is nothing in which we can possibly
be engaged which is of as much importance to
the success of our efforts as to make certain that
these very pictures, the first pictures made after
the organization of the association shall clearly
show successful effort toward "establishing and
maintaining the highest possible moral and artistic
standard."
I cannot too strongly urge you to make certain
that everything possible shall be done to that end.
These letters were sent out to the fol-
lowing: William Fox, Fox Film Corpora-
tion; Frank J. Godsol. Goldwyn Distrib-
uting Corporation; Earl W. Hammons,
Educational Film Exchanges, Inc.; Carl
Laemmle, Universal Film Manufacturing
Company; Marcus Loew, Metro Pictures
Corporation; John M. Quinn, Vitagraph,
Inc.; Lewis J. Selznick, Select Pictures
Corporation: Adolph Zukor, Famous
Players-Lasky Corporation.
Letters Sent to Studios
The following letter has been sent out
by Mr. Laemmle to Irving Thalberg,
manager of Universal City, and letters of
similar import have been issued by the
head of each of the companies:
I am enclosing herewith a letter just received
from Mr. Will Hays, president of the Motion
Picture Producers & Distributors of America, Inc.,
of which the Universal Company is a charter
member.
You will please post this letter, as well as Mr.
Hays' letter, in some conspicuous place in Univer-
sal City, where every employe can read it and
you will please notify every employe that I desire
to carry out the entire spirit of Mr. Hays' re-
marks.
Since, as Mr. Hays savs. the whole industry
will be judged BY THE PICTURES XOW BE-
ING MADE AND HEREAFTER TO BE MADE,
the Universal does not propose to make any pic-
ture, or any scene in any picture, which can in
any Tray bring condemnation upon the Universal
or upon the picture business.
Our record has been good in the past, but we
now intend to make it one hundred percent good,
and I herewith serve friendly notice upon each and
every Universal employee.
26
EXHIBITORS HERALD
fune 17, 1922
Film Men Awakening to Foreign
Demands, Says Briton
English Producer and Distributor Will Be Guest of Honor
at Dinner Given by Ampas
(Special to Exhibitors Herald)
NEW YORK, June 6. — Sir Charles Higham, M. P., generally considered
one of the strongest sponsors of American films in England, has been
in New York for the past few days on his way to Milwaukee where
he will represent the British advertisers at the annual convention of Asso-
ciated Advertising Clubs of the World. At the close of the convention
he will return to New York at which time he will be a dinner guest of the
Associated Motion Picture Advertisers, Inc.
OIK CHARLES expect- to remain in
^ this country several weeks, and in-
cidentally will make a number of ad-
dresses with the film industry and the
making of films
as his subject.
While he bears
the distinction of
being the only
advertising man
to have knight-
hood conferred
on him and to be
elected to the
British p a r 1 i a-
ment, Sir Charles
has been closely
identified vv i t h
the film industry
for several years.
He organized
the Alliance Film
Sir Chas. Higham
Corporation, the $5,000,000 English com-
pany which produced among other fea-
tures, "Carnival," distributed in this
country by United Artists. He is now
more directly interested in industrial films
and has formed a company which has
made arrangements for the showing of
this class of pictures in more than 1,000
theaters in (ireat Britian. In speaking of
the development of the industry, the dis-
tinguished British visitor said:
* * *
"The industry is as yet in its infancy
and I see for it development into one of
the greatest, if not the greatest, educa-
tional force, even greater than the news-
paper. We realize in England we have
not kept pace with you on this side, but
we will soon overtake you, and with the
methods in vogue in the past, might soon
surpass you.
"However, this chance is lessened by
the fact that American producers are
awakening to the knowledge that Great
Britian is in itself a great market for
films. Heretofore, the general feeling
lias been that Great Britian was a dump-
ing place for American films after they
had served in America the purpose for
which they were made.
"One of the evidences of this awaken-
ing is that American producers making
pictures of English subjects arc no longer
satisfied to picture English places and life
as it might be, but are going to a lot of
trouble and expense to show these things
as they really are. The American idea
of English customs and English domestic
life might do for American consumption,
but many of these picturizations do not
make for a widening of the English mar-
ket for American films.
"Several of the largest producers have
Refl1 men to England to study English
li.ibit- and bring back stills which will
enable the making of English subjects in
America more historically and actually
correct. This will do much for American
films in England."
Other Iowa Towns to
Come Under Cudgel of
Blue Sunday Advocates
(Special to Exhibitors Herald)
DES MOINES, IA„ June 6.— Closing
of the theatres in Ames on Sunday was
only a leader in the reform fight to
darken all the houses in the state on the
Sabbath. Harry L. Bowlby of New
York, secretary of the Lord's Day Al-
liance, who attended the recent Presby-
terian congress here, pointed to the suc-
cess of his campaign at Ames, declaring
that the same results must be obtained
here and in Davenport.
It would seem from Bowlby's talk
that the Presbyterians are responsible for
a great deal of the "sour" Sunday agita-
tion.
N. A. M. P. I. Is No
Longer in Existence
Offices Occupied By the Asso-
ciation Are Now
Abandoned
(Special to Exhibitors Herald)
NEW YORK, June 6.— As antici-
pated when the Motion Picture Pro-
ducers and Distributors of America was
formed with Will H. Hays as its head,
the old National Association of the
Motion Picture Industry has about
passed out of existence. Last week the
quarters in the New York Theatre build-
ing, which for the past couple of years
has been occupied by the association
which has looked after the interests of
the producers and distributors, was
turned over to the Hoy Reporting Serv-
ice and the F. I. L. M. Club, which will
occupy them in the future.
Some Work Unfinished
F. E. Elliott, who organized the N. A.
M. P. I. and has been its executive sec-
retary during its existence, still occupies
an office there temporarily, while han-
dling some unfinished work not taken
over by the Hays organization. It is ex-
pected this will take several months to
complete and then the old N. A. M. P. I.
will be but a matter of history.
Brady in Europe
William A. Brady, who so far as any
matter of public record is concerned, is
still president of the N. A. M. P. I. is
in Europe so was unable to witness the
disintegration of the association of which
he has been the head for several years
past.
President Steffes to
"Smoke Hays Out" at
June 12 Conferences
(Special to Exhibitors Herald)
MINNEAPOLIS, MINN., June 6.—
President Al Steffes of the Motion Pic-
ture Theatre Owners of Minnesota, hasn't
forgotten his threat, made at the recent
state convention of the organization, to
"smoke out" Will H. Hays, president of
the M. P. P. D. A. Steffes states that his
executive board has instructed him to
request Hays at the June 12 conference
between the M. P. T. O. A. and the pro-
ducer chief to answer the questionnaire
forwarded to New York following the
recent convention.
Although Sydney S. Cohen succeeded
in breaking up the Northwest exhibitors'
organization into state units, it now ap-
pears as though a tri-state league again
will be formed. President Steffes states
that hf has received requests for mem-
bership from exhibitors in the two Dako-
tas. Should these theatre men be enrolled
the name of the organization, according
to the president would be changed to
the Xorlhwe-.l di\ ision of the M. 1'. T.
O. A.
DORIS MAY and Cullen Landis in
search of an imaginary home in "Gay
and Devilish," a new R-C picture.
Showman's Car Ditched
(Special to Exhibitors Herald)
HAMMOND, IND., June 6— S. J.
Gregory, operating a string of theatres
and head of the S. J. Gregory Theatrical
company, narrowly escaped injury here
when a large Premier automobile turned
turtle on a slippery road and skidded into
a ditch.
June 17. 1922
EXHIBITORS HERALD
27
Sen. Walker Dinner
To Be Gala Event
Exhibitors, State Officials
and Producer Will
Attend
(Special to Exhibitors Herald)
NEW YORK, June 6.— The dinner to
be given in honor of Senator James J.
Walker by the Theatre Owners Chamber
of Commerce at the Plaza on June 19
promises to take on a complexion savor-
ing full as much of official, civic and
political life as it does of the film in-
dustry.
The dinner is being given as a testi-
monial of appreciation of Senator Walk-
er's services to the exhibitors of New
York and the date set falls happily on
Mr. Walker's birth anniversary.
Request Reservations
In addition to nearly everyone con-
sidered worth while in filmdom many
state and city officials, court justices,
heads of civic bodies and many other
prominent men have sent in requests for
permission to honor by their presence the
testimonial to the former national counsel
of the M. P. T. O. A. and now counsel
for the T. O. C. C. and M. P. T. O. N. Y.
as well as leader of the minority in the
state legislature
Augustus Thomas has been chosen
toastmaster and at the speakers' table will
be Ex-Governor At Smith. Mayor John
F. Hylan. Gen. Will H. Havs. Charles M.
Schwab. Senator James W. Wadsworth,
E. F. Albee and Raymond Hitchcock.
Hays on Committee
The great volume of reservation re-
quests made it advisable to form an hon-
orarv committee, the nersonnel of which
is: Will H. Hays, William Fox, pro-
ducers and distributors; E. F. Albee.
, Kieth Theatres: Marcus Loew. Loew
Theatres: Lee Shubert. Shubert Theatres:
B. S. Moss, Hugo Riescntcld, Sam
Rothapfel. Rroadwav picture theatres:
Charles Gehring, Hotel Association:
Horace DeLisser, Broadway Association:
Robert Griver Cook. Fifth Avenue As-
sociation; Judge Max Levine, Grand
Street Boys; Sam Harris, Theatrical Pro-
ducers Association; John Ringling, box-
ing interests; Judge McQuaide, baseball
interests.
Lillian Gish to Make
Pictures for "Big 4"
(Special to Exhibitors Herald)
NEW YORK, June 6.— Lillian Gish has
organized her own producing company,
according to official announcement from
the Griffith offices. She will begin at
once on productions at the Griffith stu-
dios under the supervision of Mr. Grif-
fith and will publish through United
Artists.
H. M. Berman Quits as
"U" General Manager
(Special to Exhibitors Herald)
NEW YORK, June 6.— Harry M. Ber-
man; for the past six years with Uni-
versal, has resigned his position as gen-
eral manager of exchanges effective July
L It is said, but unconfirmed, that he
will take the same position with R-C Pic-
tures Corporation.
Georgia Out of M. P. T. O.;
Cohen May Form New Unit
By-Laws Adopted by State Protective Association
Forbid Affiliation With National League;
Endorses Will H. Hays
(Special to Exhibitors Herald)
ATLANTA, GA., June 6. — Georgia may have two state exhibitor as-
sociations. Possibilities of this situation arising were forecast following
the action yesterday of the Georgia Amusement Protective Association in
adopting by-laws forbidding affiliation with any national exhibitor organi-
zation.
The action of the association, which was in convention at the Ansley
hotel, was no surprise, and comes as an endorsement of the stand taken
by Willard C. Patterson at the national convention of the M. P. T. O. A.
at Washington when he protested the attempt to cast a vote for Georgia
in the re-election of President Sydney S. Cohen.
President Cohen Sends Letter to Exhibitors
So long as the Protective Association did not see fit to join the na-
tional organization, it is believed that President Cohen will endeavor to
form a separate unit of the M. P. T. O. in the state. In a letter forwarded
to exhibitors of the state, President Cohen wrote :
3 cents a seat for theatres in towns of a
population under 5,000 ; 5 cents a seat for
theatres in towns of 5,000 to 15,000 pop-
ulation; 10 cents a seat for theatres in
towns of 15,000 to 40,000 population, and
for theatres in towns of 40,000 or more
the assessment will be by individual seat-
ing capacity.
The association endorsed the work of
Will H. Hays of the M. P. P. D. A., and
voted to support all constructive meas-
ures he might initiate for the good of the
industry.
In his letter to Georgia exhibitors,
President Cohen said further:
"Affairs in the motion picture business
now make it absolutely imperative that
we should have an exhibitors' organiza-
tion of this character now more than at
any other period in our history, because
a large number of matters vitally affect-
ing the Motion Picture Theatre Owners
are coming forward and these must be
met in organized form.
"'It is useless to assume that fragmen-
tary organizations can acromplish any-
thing of a definite character as all of this
proved to be a failure in the past and can-
not possibly be of any service now."
What developments time will bring in
Georgia is problematical. It seems al-
most certain, however, that President
Cohen will go into the state for the pur-
pose of strengthening the M. P. T. O.
there.
Willard Patterson
"At the request of a number of inde-
pendent theatre owners in your state we
propose at an early date to completely
reorganize and
perfect the
Georgia state di-
vision of the Mo-
tion Picture The-
atre Owners so
that the interests
of all theatre
owners in the
state will be fully
conserved."
Eight y-t w o
theatres, declared
to represent more
than 50 per cent
of the houses in
Georgia, are af-
filiated with the
Protective Asso-
ciation. Member-
ship includes
every theatre in
the state operated by Southern Enter-
prises, this being the first time in the
history of exhibitor organization in this
state that the Lynch interests have
backed the movement and with 100 per
cent representation of its theatres.
Officers elected at yesterday's meeting
are: President, Joe Burton, Star theatre,
Toccoa; first vice president, Mrs. Charles
Cincicla, Alamo theatre. Gainesville, sec-
ond vice president, R. J. Edenfield,
Dreamland theatre, Augusta: treasurer,
Y. F. Freeman, Southern Enterprises,
Atlanta.
An executive committee of six mem-
bers is composed of Willard C. Patter-
son, Metropolitan theatre, Atlanta, chair-
man: A. E. Johnson, Strand, Valdosta;
O. C. Lam, Elite, Rome; Mrs. M. E.
James, Strand, Athens; Thomas W.
Hogan. Bonita. Canton, and H. E. Cen-
ter. Palace, Lafayette.
The association will hold two general
meetings annually, one to be held in At-
lanta the first Monday in July and the
other to be held six months later at some
point to be determined by the executive
committee. Membership shall be by in-
dividual theatres.
Assessments will be made by the exec-
tive committee based upon the year's
budget, not to exceed the following scale:
T. O. C. C. and Hays
In Agreement on Plan
To Arbitrate Troubles
(Special to Exhibitors Herald)
NEW YORK, June 6.— The executive
committee of the Theatre Owners Cham-
ber of Commerce today began a series
of conferences with Will H. Hays. Thej
first subject taken up is uniform con-
tracts. A sub-committee composed of
three producers and three exhibitors will
be named as a board of arbitration to act
on uniform contracts, deposit system and
other matters.
The M. P. T. O. A. conference with
Hays on the same matters begins next
Mondav.
28 EXHIBITORS HERALD June 17, 1922
Summer to Bring Prosperity, Says
Jules Mastbaum
Pictures of Highest Standard Will Be Published During
Hot Months, He States
(Special to Exhibitors Herald)
PHILADELPHIA, PA., June 6. — Summer holds forth prosperity to
the industry, and the finest entertainment produced to motion picture
patrons. This is the opinion of Jules E. Mastbaum, president of
Stanley Company of America, who has gathered business statistics from
scores of cities throughout the country.
I
it » T N common with others who have
given the matter of present day
conditions careful study," says Mr. Mast-
baum, "I have reached the conclusion
that the period of 'bad' times — that eco-
nomic state of affairs which followed the
war and continued for a long time after-
wards, has reached its climax. There is
no more sure indication of public afflu-
ence than the theatrical business and
especially that extremely large part of
it which pertains to the exhibition of mo-
tion pictures. If people have the money
to spare they seek amusement.
* * *
"Indeed, it is a fact conceded by scien-
tists that relaxation from cares, worries,
and trouble of any kind in the form of
entertainment as provided by the cinema,
acts as a panacea. During the war this
truth was made most emphatic for almost
everyone sought pleasure which the
screen supplied. After the war, with its
consequent reaction, this condition was
still evident, despite the fact that indus-
trial conditions were generally upset.
Since then everyone has been steadily
looking forward to the time when the
period of readjustment would arrive and
it would seem to me that that time is
now.
"Despite the fact of some of the ad-
verse conditions which prevailed, the
past fall and winter and_ spring have
been excellent for motion pictures in this
city and throughout all the other sec-
tions where Stanley Company of Amer-
ica theatres are located.
"With this in mind, we stand on the
threshold of the summer with every con-
fidence that the day of the hard times
has practically passed and that from
now on conditions will prevail which,
while never getting back to the enormous
output of money in the days of the war,
will more nearly assume pre-war aspects.
I do not mean that this is coming tomor-
row or next week. What I would make
emphatic is that the trend of the times
is toward a more general satisfactory
condition in all industries.
* * *
"And much to my delight I am able
to inform lovers of motion pictures that
the big producers, such as Paramount
and others, are releasing for summer
showings, the best pictures which have
been completed at their studios instead
of waiting for the more colder days. It
is noticeable also that the shorter sub-
jects this summer appear to be more
attractive and varied. And in addition
to these latter films, the staff of Stanley
Comany cameramen has been enlarged to
meet the growing demand for more pic-
tures of local events, and everything that
is of importance will be quickly photo--
graphed and shown on our screens.
"And that brings mc to the fact that
with only one exception all the motion
picture theatres of the Stanley Company
will remain open during the entire sum-
mer. The Stanton theatre, which
showed many big cinema features during
the season, will be the only theatre to
remain dark during the summer."
Saenger Company Cuts
Prices of Admission in
Its Theatres in South
(Special to Exhibitors Herald)
VICKSBURG, MISS., June 6.— Saeng-
er Amusement Company's two theatres
here, the Alamo and the Walnut, have
cut their prices of admission. The
Alamo is now charging 5 cents for chil-
dren and 25 cents for adults. At the
Walnut the prices are children 5 cents,
adults 15 and 25 cents for matinees and
25 and 50 cents at night. The reduction
was made by B. W. Bickert, the com-
pany's special representative.
Reduces Price at
Hattiesburg, Miss.
(Special to Exhibitors Herald)
HATTIESBURG, MISS., June 6— C.
B. Anderson, manager of Saenger's
Strand theatre, has reduced the prices of
admission to 5 cents for children under
12, and 25 cents for adults. This is ex-
clusive of war tax.
Big Improvement in
Southern Industries;
Pictures Enjoy Boom
(Special to Exhibitors Herald)
NEW YORK, June 6.— That the picture
business throughout the south has im-
proved wonderfully is the report brought
back by John E. Storey, Pathe representa-
tive, who has returned from a tour of
southern branch exchanges for the com-
pany which took him as far west as Dallas,
Tex.
The improvement in film conditions, ac-
cording to Mr. Storey, is in line with the
generally favorable outlook throughout the
south resulting from crops that promise a
bountiful harvest. The agricultural pros-
pects have filled southerners with much
optimism and a feeling that Fall will in-
augurate a complete return to normalcy
and prosperity for them.
Manufacturing and other industries are
also enjoying revived activity, he reports.
Hughes Back at Plant
(Special to Exhibitors Herald)
LOS ANGELES, June 6.— Rupert
Hughes has returned to the Goldwyn
studios at Culver City from Santa Bar-
bara where he has been ostensibly va-
cationing but in reality preparing a new
scenario for screening.
Going to Alberta to
Film Sporting Event
Cameramen to Go Hundreds
of Miles for a One
Reel Picture
(Special to Exhibitors Herald)
NEW YORK, June 6.— Sending a
corps of cameramen and a director from
New York to Alberta, Saskatchewan, to
make a one reel picture, is something out
of the ordinary for even the biggest of
the big producing companies, yet that
will be done within the next few weeks.
And the man who is doing it says it is
only in line with his policy of going
where the picture can be had instead of
staging the shots in a studio.
Jack Eaton, who produces the "Sport
Review," distributed by Goldwyn, has
just completed arrangements for the
filming of a big sporting event in the
Saskatchewan late this month, and will
send both regular and slow motion
cameramen to get the picture.
"It may seem a long way to go for a
one-reel picture," said Mr. Eaton, "but
it is simply along the lines we are fol-
lowing and which has given the 'Sport
Review' the popularity of which we are
rather proud. And at that we have gone
longer distances for pictures. Some we
have taken in Havana and once we sent
a crew to Nome, Alaska, for a subject
that we wanted."
The producing company organized and
presided over by Mr. Eaton stands alone
in its field of making one reel features
exclusively of sporting matters.
Changes Announced in
Paramount Sales Staff
(Special to Exhibitors Herald)
NEW YORK, June 6.— S. R. Kent,
general manager of distribution Famous
Players-Lasky Corporation, announces
the following appointments in the Para-
mount sales organization:
J. E. Fontaine, formerly office manager
at the Pittsburgh exchange, has been ap-
pointed branch manager at Cleveland,
succeeding P. A. Bloch who has been
transferred to the position of branch man-
ager at Philadelphia. B. Wachansy suc-
ceeds Mr. Fontaine as office manager at
Pittsburgh.
Paramount Staff Holds 1
Meet at Kansas City
(Special to Exhibitors Herald)
KANSAS CITY, MO., June 6.— Rep-
resentatives of the St. Louis and Kansas
City offices of Famous Players-Lasky
met at a district convention in Kansas
City last week at the Hotel Baltimore.
Although the meeting was more of an
informal gathering than a convention,
several matters of importance were dis-
cussed, including business policies to be
carried out in the Missouri and Kansas
territory. G. E. Akers, division sales
manager of New York, presided.
Theatre Building Sold
(Special to Exhibitors Herald)
SOUTH BEND, IND., June 6.— The
Oliver theatre building, a seventeen-story
structure, has been sold to Courtland P.
DuComb of South Bend and Schuyler
Rose of Mishawaka, who will take pos-
session immediately. The lease of the
theatre now held by the Palace Theatre
corporation docs not expire for five years.
June 17, 1922
EXHIBITORS HERALD
29
$5,500,000 N. Y. Playhouse
Will Be Built by Paramount
New Theatre in Times Square District Will Seat
More Than 4,000 Persons — Brubels to Erect
Largest House in State of Kansas
(Special to Exhibitors Herald)
NEW YORK, June 6. — Broadway is to have another mammoth mo-
tion picture theatre which will rank among the finest in the world. Famous
Players-Lasky Corporation will erect the house, and has financed the
project with a $5,500,000 loan.
The theatre, which will be located in the rear of the Putnam building
between Forty-third and Forty-fourth streets, will seat more than 4,000
persons. The entrance will be on Broadway.
Gives Paramount Fourth Broadway House
With the opening of the new theatre, Famous Players will control
four houses on Broadway, the three now operating being the Rialto,
Criterion and Rivoli. The Putnam building, through which the new thea-
tre will have its entrance, has a frontage of 200 feet on Broadway, and
a depth of of 100 feet on each of the side streets. Property in the rear
of the Putnam block has a frontage of 107 feet on each of the side streets,
and a depth through the block of 200 feet.
Buys Million Dollars
Worth of Pictures
British Distributor Sails for
England to Obtain O. K.
On Big Deals
(Special to Exhibitors Herald)
NEW YORK, June 6. — F. W. Kilner,
managing director of Kilner's Exclusive
Films, Ltd., of London, England, who
has been making a brief visit to this coun-
try, sailed for England Saturday on the
Olympic. Mr. Kilner's company is one
of the large distributing agencies of
England, covering Great Britain through
a -chain of branches in England, Ireland
and Scotland.
Companies Not Disclosed
Just before sailing Mr. Kilner an-
nounced that he had made arrangements
to purchase close to $1,000,000 worth of
pictures from American companies — the
largest amount of film ever purchased in
a single deal by an English distributing
organization.
Contracts for the pictures are now in
Mr. Kilner's hands and are only await-
ing the O. K. of his solicitors in London
before he signs them. Mr. Kilner de-
clined to divulge the names of the pro-
ductions purchased but he stated that
three different companies were involved
in the transaction and that over forty
features, several serials, comedies and
a number of short subjects were in-
cluded in the negotiations.
Foreign Conditions Better
In speaking of trade conditions Mr.
Kilner stated that he considered the film
market of the world has a tendency
toward improvement and that marked
activity is already being felt in the Brit-
ish market. He praised the inclination
towards co-operation among the various
units of the trade here. "I do not think
that the technique, outside of the more
important productions, has in any way
progressed," said Mr. Kilner. "In fact,
subjects sent to England three years ago
compare more than favorably with a
great number of pictures I have seen on
this visit."
Film Men Will Enjoy
Saving in R. R. Fare
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C, June 6.—
Traveling men in the motion picture in-
dustry will be interested in the enactment
of legislation providing for the issuance
by the railroads of interchangeable mile-
age books at a rate lower than that
charged for single tickets. A bill of this
nature has already been passed by the
Senate and last week was ordered favor-
ably reported by the House interstate and
foreign commerce committee.
Leonhardt Made Coast
Manager for Goldwyn
(Special to Exhibitors Herald)
SAN FRANCISCO, CAL., June 6.—
Harry Leonhardt has been appointed dis-
trict manager for Goldwyn Distributing
Corporation, supervising the territory
covered by the Los Angeles, San Fran-
cisco and Seattle exchanges.
Mr. Leonhardt has launched several
ventures of his own, among others the
production of "The Devil," starring
George Arliss. More recently he has
been with the Fox Film Corporation.
The Putnam building and the group of
structures in the rear, formerly the prop-
erty of the Astor estate, are now held by
1,493 Broadway Corporation, a sub-
sidiary of Famous Players. Adolph
Zukor heads both organizations.
Famous Players-Lasky takes a twenty-
one year lease on the entire property and
will expend approximately $2,500,000 in
proposed improvements. The aggregate
rental, it is said, runs into the millions.
Half Million Dollar
Theatre Assured
(Special to Exhibitors Herald)
KANSAS CITY, MO., June 6.— After
a delay of more than six months, actual
construction work has begun on the
finest and largest theatre in the state of
Kansas, the new Electric theatre, Kansas
City, Kan., which will cost $520,000. It
will replace the present Electric, which
now is being razed, and will be operated
by the same company, the Brubel broth-
ers, who also operate theatres in Spring-
field, St. Joseph, and Joplin, Mo.
The new building will have a seating
capacity of 2,500 and will have every
modern device and improvement in the-
atre construction. When completed, the
building will be 90 by 125 feet, with a
balcony carrying clear across. The new
house, located at G46 Minnesota avenue,
will have an outside frontage in Minne-
sota avenue, 75 feet wide and 54 feet in
height.
Contracts "Hanging Fire"
Contracts for virtually all of the equip-
ment still are "hanging fire." It was
difficulty with contracts that so long has
delayed construction of the house. The
building will be of terra cotta, tapestry,
brick and art glass, with a series of doors
capable of emptying the house in three
minutes. A main foyer, 20 feet deep,
extending the width of the main building,
will be one of the features. It will be
finished in Circass walnut and verde an-
tique marble.
Plans Basement Nursery
Features of the building will be a
nursery in the basement and a playroom
for children. A system of rest rooms
also is planned for the basement. On the
mezzanine floor there will be a rest room
for women, telephone booths and loung-
ing chairs. A similar room will be set
aoart for men.
' Accommodations for musicians and
performers in prologues will be elaborate,
including a club room for the orchestra,
dressing rooms for the performers and
a system of shower baths. Bailer Broth-
ers are the architects.
Laugh- O- Gram Films Is
Organized to Produce
Disney Cartoon Series
(Special to Exhibitors Herald)
KANSAS CITY, MO., June 6.— Laugh-
O-Gram Films Inc., 1137 East 31st street,
Kansas City, has been organized to pro-
duce animated cartoons to be known as
"Laugh-O-Grams." The cartoons are
the work of Walter E. Disney, who for
the past two years has been making these
subjects exclusively for the Newman the-
atre here.
The films will now be issued nationally
with the formation of the new company.
Leslie B. Mace is general sales manager
and in charge of distribution.
Federated Moves Into
New Quarters in N. Y.
(Special to Exhibitors Herald)
NEW YORK, June 6.— Federated
Film Exchanges of America, Inc., have
moved their New York office to 220-228
West 48th Street. The company is now
negotiating for several special short reel
subjects and a series of features accord-
ing to Joe Brandt, executive director.
Jenkins to Run for
Neligh County Clerk
(Special to Exhibitors Herald)
NELIGH, NEB., June 6.— J. C. Jen-
kins, well known exhibitor, has thrown
his hat in the ring for the nomination
at the Republican primaries for county
clerk.
Keatons Have a Son
(Special to Exhibitors Herald)
LOS ANGELES, June 6. — A sou was
born last week to Mr. and Mrs. Buster
Keaton. Mrs. Keaton, before her mar-
riage to the comedian, was Natalie Tal-
madge, sister of Norma and Constance.
30
EXHIBITORS HERALD
June 17, 1922
giiuiiiimiiiiNiiimiiiiiiiinaiiiuiiiwniiiiiiiii unnaounuDnnihi nnim una uammuiHiitamni uiiiuiiiiiinuiininiiiii Diiiiinmeiiniiiiiitip mini luimiiuriiuinminniiiiiaiiiniuupimuim npmtnnm^
ANNOUNCEMENT:
The Annual Studio
and Anniversary Number
| —of— I
EXHIBITORS HERALD
will be issued under
date of June 24th
HIS number will afford
Exhibitors the equiv-
alent of a personal
tour of the Studios of America
and will be an issue of absorb-
ing interest to entire industry.
ADVERTISING FORMS CLOSE:
CHICAGO: NEW YORK: LOS ANGELES:
Monday, June 12 Saturday, June 10 Thursday, June 8
IIIWMWIlililiiniini)liiiii«liilliiiiniiiiliiiiiiiiiliiii[iiiiliiiiiiilii'iiMiiiiiiiiirii iiiiiiitiiiiiiipiiiiiniiiiiiiiiiiiiiiiiiiiiiiiii iiui>: - j.iiuitii ikii t.jii-iri[<iMiiiru iiririinirii'itininr i;i[ii<[jiiii[ir]tn:ii:["ir]Nt!i :iriiirjri;iiinu:ijiiriiiiFiiitii!rit[iPiri[iTiiui!.
June 17, 1922 EXHIBITORS HERALD 31
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of June 17
Stories Told
by
the Camera
New photographic study of (left to
right) Charles Bryant, director, Natcha
Rambova, art director, and Nazimova,
whose latest production is "Salome."
Robert O'Conor is producing and
distributing series of Billy Franey
two-reel comedies. A "direct sales"
plan to state right buyers has been
inaugurated.
Mae Busch and Richard Dix on board
the steamship Homeric as they sailed
for England, where they will play leads
in the film ve.-sion of "The Christian,"
which Maurice Tourneur will make for
Goldwy n.
Exhibitors need not read this caption. It is for their wives only. Ethel
Chaffin, Paramount designer, gives following description of bathing
suit worn by May McAvoy, F.P.-L. star: Suit of blue radium with
American beauty butterflies, banding at top of boice and frills in blue
shod taffeta with bathing cap and bloomers to match. Stocking of grey
silk with grey suede pumps.
In this issue the HERALD presents in its Equipment Department on page 73, a plan for a theatre
to seat 1,380 persons. This new service feature has been inaugurated with a view of enabling
exhibitors who contemplate building to obtain an accurate idea as to the size and type of
theatre their lot will accommodate. Turn to this department.
32
EXHIBITORS HERALD
June 17. 1922
The Associated First National booth at the third annual convention of the
IV!otion Picture Theatre Owners of America, held recently at Washington,
D. C. C. Lin Bonner was in charge.
The Hon. William Dennison Stephens, governor of California, as he left the Charles Urban, re-elected president
tin-. itre congratulated Owen Moore upon his performance in the Selznick special, of Urban Motion Picture Industries,
"Reported Missing." Myron Selznick, who is on the Coast supervising produc- Inc., at recent meeting of stock-
tion of Selznick pictures, is standing at the left of the picture. holders at Irvington-on-Hudson.
June 17. 1922
EXHIBITORS HERALD
33
Mr. and Mrs. Burton Hawley. Wanda was known at one time as Wanda Pettit.
But that was before she married Burton and became a star in Paramount pic-
tures. Mr. Hawley is in the automobile business. Wanda insists that some day
she will know all about the crank shafts, cam shafts, main bearings, wrist
pins, etc.
One slip and down they go 2,000 feet,
according to the Cosmopolitan publicity
department. This picture of Alma Ru-
bens, Frank Borzage and Edward Fuez
was taken during the filming of the Cos-
mopolitan production, "The Valley of
Silent Men," adapted from the James
Oliver Curwood story.
Here's a character study you
won't see on the screen. Theo-
dore Roberts, one of the finest
character actors in pictures,
masqueraded as "Little Lord
Fauntleroy" at the Writers'
Revue held recently in Los
Angeles. Roberts is cast in
most of Paramount's best pic-
tures.
Byron Conrad Haskins, born in
Portland, Ore., graduate of Uni-
versity of California, and now cine-
matographer for Allen Holubar,
whose latest First National film is
"Hurricane's Gal."
Thomas H. Ince, the eminent mo-
tion picture producer, and Mrs.
Ince, leaving the White House after
a chat with President Harding.
During his recent stay in the cap-
ital, Mr. Ince was the guest of a
number of prominent men.
34
EXHIBITORS HERALD
June 17, 1922
Henry King renews contract with
Inspiration Pictures, Inc., to direct
Richard Barthelmess in four more
features during the coming year.
First National has been distributing
the Barthelmess films.
Lesley Mason has resigned from
First National and has opened an
office at 729 Seventh avenue. He
will specialize in preparation of
European productions for the
American market.
John L. Day, Paramount's South
American representative, sails June
10 for Rio de Janeiro, where he will
arrange for increased distribution
of his company's product during
the coming year.
ml
William Oldknow (ninth from left, front row) tendered farewell dinner by
Consolidated Film & Supply Co. of Atlanta on eve of departure for Europe.
Oldknow recently resigned as general manager. His successor is Ned E.
Depinet. Oldknow was presented with a platinum watch. Consolidated handles
Universal product.
Reformers' statements to the contrary, motion picture people on the Coast do
spend quiet evenings at home. To wit: Katherine MacDonald, star in First
National features produced by Preferred Pictures, her mother and her sister,
known on the screen as Mary MacLaren. Miss MacDonald's latest production
is "Domestic Relations." Star recently was declared by "Chicago Tribune" to
be the most beautiful woman in the world.
E. H. Brient selected sales repre-
sentative of Associated Exhibitors
in St. Louis by W. B. Frank, com-
pany's general sales manager. Brient
has been in the distribution field
since 1909.
June 17. 1922
EXHIBITORS HERALD
35
Shine on George Dromgold's coat
makes good mirror. He and Ray-
mond Griffith are players in Mar-
shall Neilan's "Fools First."
Evelyn Greeley and Carlyie Black-
well leaving for Holland io co-stz.:-
for Hollandia Films. Producers
Security will handle distribution
arrangements.
T. Roy Barnes and his dog, "Whis-
kers," as they will appear in the
Paramount picture, "The Old
Homestead."
Rosemary Theby has a featured role
in "More to Be Pitied than
Scorned," C. B. C. film, based on
Chas. E. Blaney melodrama.
■HHHI
Entrance to Warner Brothers West Coast stndio has
been converted into a twenty-four sheet stand for the
Harry Rapf production, "Your Best Friend," featuring
Vera Gordon. They say the questions have caused
heated arguments among studio workers.
Eddie Polo between scenes entertaining Kathleen Myers,
his leading woman, and some of the kiddies appearing in
his serial, "Captain Kidd." Star Serial Corp., headed by
Joe Brandt, is producing and distributing the Polo chapter
play.
36
EXHIBITORS HERALD
June 17, 1922
IT ISN'T often that Captain "Jimmy"
Loughborough gets tangled up in his
own feet, but he stepped on both of them
at the A. M. P. A. luncheon last week, to
the great amusement of the gathered pub-
licity hounds and one guest across the
water. Captain "Jimmy" had been ap-
pointed a committee of one to invite Sir
Charles Higham, the famous British ad-
vertising man to be a dinner guest of the
A. M. P. A. boys, and was making his
report.
Overlooking the fact that the guest of
the day was Mr. F. W. Kilner, a prom-
inent producer and distributor here from
London on his first trip to America, Cap-
tain Loughborough stood his six-foot three
on end, and reported :
"Pursuant to instructions I called on Sir
Charles at the Ritz and found him to be
more like an American than an English-
man. He is full of pep and a very affable
gentleman. He "
Just then his eyes fell on the British
guest and he realized several things, and
commenced to untangle himself.
"The thought I mean to convey is that
Sir Charles is a regular fellow. Now,
don't misunderstand me. I mean " but
the shouts and laughter of the gang, in
which the British guest heartily joined,
prevented Captain Jimmy from explaining
just what he did mean.
* * *
However (comma) Sir Charles, de-
scribed by President Bill Yearsley as the
only man who ever advertised himself into
knighthood in England, will be the dinner
guest of the Ampas some time late this
month, the date and place not yet being
decided upon.
* * *
Horace Judge maintains that Glendon
Ai.lvine and himself are the champion
shoppers of the A. M. P. A. In purchas-
ing the token of remembrance presented to
Jerry Beatty on his departure from these
shores, Mr. Judge upheld their reputation
as shoppers by reporting that they had
spent all the money appropriated for the
purchase of the token except 50 cents. On
being asked to account for that Mr. Judge
explained that he and Allvine had matched
for that, the latter had won, and had spent
the four bits for a shave.
* * *
Paul Perez of Universal is doing a
Diogenes for a Landis, and so far hasn't
been successful in finding one in the in-
dustry. Paul is president of the Motion
Picture Baseball League, and all has been
as serene as a Mermaid comedy until Metro
protested a game won by Goldwyn Satur-
day last. The protest is based on the claim
that the Goldwyn team used players not
eligible. The matter was finally voted on
by the representatives of all the clubs in
the league and the protested game awarded
to Metro by a score of 9 to 0.
* * *
Charles E. Hastings, recently handling
publicity, tor Distinctive Pictures. Inc., and
George Arliss. has joined the staff of Merit
Crawford on "Screen Bulletin." Mr.
Hastings, besides being widely known as a
; nrvevor of publicity — both stage and
screen— gamed no small fame as a biog-
rapher of screen artists, writing under the
|>( ii name of John Pycroft Smith.
Abe Stern, vice president of Century
Film Corporation, is traveling through
Germany studying film conditions there.
From Frankfort, where he was last heard
from, he planned to go to Carlsbad to take
the baths. Not that he needed them — his
health being perfectly good — but he'll take
them because its the proper thing to do
while traveling through Germany.
* * *
Having heard many nice things about
handsome Glenn Hunter, fifty merry flap-
ping flappers from girls' high school de-
scended in a body on the Cameo theatre
one night last week to see their favorite
actor disport himself on the screen in "The
Cradle Buster," and talk to them in per-
son. Glenn told the flappers and the rest
of the audience what not to do in order to
get into the movies.
* * *
Allen Rock, the P. A. with the trick
mustache, is the June editor of "The Bulle-
tin," the official organ of the A. M. P. A.
Much is hoped for the issue and the mem-
bers are preparing to applaud with great
gusto.
L. F. (Pete) Guimond, long in charge of
publicity for Realart, has allied himself
with the new Al. Lichtman Corporation as
director of publicity.
* .* *
Jack Meador is still arriving safely from
a six weeks' trip to the Coast. It is ex-
pected that he will complete his arrival
this week.
* * *
Dick Weil of Arrow thinks he has a
grievance. Those who know Dick will not
hold it against him. Here's Weil's wail :
My Dear Mr. Spargo :
In commenting upon the article which
appeared in a recent issue of Exhibitors
Herald, wherein my knowledge of golf is
reported as less than the dust, permit me
to say that even if this were true — mark
you, I say if it were true, which it em-
phatically is not — I would be in splendid
company. Unless I am forced to it I
shall name no names but will merely let it
suffice for the present to say that a repre-
sentative of the Exhibitors Herald found
his way past the sentry who is supposed
to guard our doors and into my office
where by the merest chance the conversa-
tion turned to golf. In a casual way I men-
tioned the fact that Bruce Gallup of Hod-
kinson had a new niblick, whereupon the
forementioned nameless representative of
the Exhibitors Herald inquired in a so-
licitous way why he didn't have it lanced !
And that's that !
Resentfully yours,
Richard Weil.
* * *
Charles Bryant, director and manager
of Nazimova Productions, is here with a
print of "Salome," the latest Nazimova cre-
ation. While it has been generally sup-
posed that all the Nazimova pictures would
be distributed by United Artists, it is likely
"Salome" will be sent out through other
channels. Mr. Bryant says he has not as
yet completed his distribution plans, but
expects to do so within the next week or
ten days.
John Spargo.
S. J. Rollo
A Few Pertinent Facts
About the President
of Clark - Cornelius
Corp.
"V/T AKING a study of merchandising
-*• methods in one of the largest mail
order houses in the country, and then
transplanting those methods into the film
industry is a little out of the ordinary, but
that is what S. J. Rollo, chief executive of
Clark-Cornelius Corporation, has done
with no small degree of success. Mr.
Rollo has gone a little farther and com.
bined the results of a number of years'
experience in the Montgomery Ward &
Co. organization with the best to be
gleaned from the big instalment houses,
and as the result Clark-Cornelius sells
pictures on the same terms and by the
same methods as many bicycles, electric
washing machines, automobiles and other
merchandise is sold on the long distance
payment plan.
"Film is merchandise just the same as
bicycles, automobiles or other merchan-
dise, so why not sell it by the same
methods which have proved successful
in merchandising. We sell for cash, on
instalments or any way a customer cares
to buy."
Mr. Rollo is a native of Peoria. 111.,
and although young in years is old in
the merchandising game. After working
up to an important executive position
with Montgomery Ward & Co., he de-
cided that the film industry offered a
lucrative field for his particular talents, so
in 1917 he joined the old Mutual com-
pany, in the contract department. Later
he was placed in charge of the sales de-
partment and after a short apprentice-
ship there, was made general manager.
In 1919 Mr. Rollo organized Clark-
Cornelius Corporation which is now be-
ginning to be recognized as an impor-
tant factor among the state right buyers.
The most needful thing in the state right
field, from Mr. Rollo's viewpoint, is the
properly financing of independent ex-
changes, w hich he says is rapidly on the
Tune 17. 1922
EXHIBITORS HERALD
37
Editor Asks Community to
Attend Theatres in Summer
Columbus, IncL, Newspaper Owner Opens Campaign
to Assure Support to Motion Picture Houses
During the Warm Months
(By Special Correspondence)
COLUMBUS, IND., June 6. — Recognizing the local motion picture
theatres as semi-public institutions, not only valuable as the principal
places of amusement in the community but actually contributing to the
wealth of the city by attracting trade from the surrounding territory, the
Evening Republican, a local newspaper, has opened a campaign to assure
sufficient patronage for the theatres to make it worth while for them to
remain open during the coming summer.
Regards Closing as Distinct Loss to City
With the exception of Saturday nights, Crump's and the American
theatres here were dark last summer. The city was left practically with-
out amusement during the warm weather and the merchants felt a severe
falling off in trade. ,
The problem of Columbus is the problem of every city of 25,000 popu-
lation or less in the country.
Miniature Showhouse
Within Theatre, Plan
Only Children's Pictures to
Be Shown in Small
Auditorium
(Special to Exhibitors Herald)
WAUKEGAN, ILL., June 6.— A min-
iature theatre within a theatre is included
in the plans for the new $325,000 Or-
pheum which will be erected here by
Dayton Brothers.
The small auditorium will be for the
children, the programs to be limited to
the presentation of educational, religious
and other Juvenile pictures.
Only One in Country
It is thought that the Orpheum is the
first theatre in the country to include
this novel idea in its plans. During the
presentation of the feature program,
parents may remain in the main audi-
torium while the children enjoy their mo-
tion picture entertainment in the small
auditorium especially equipped for them.
The Orpheum, which will present a
combination program, will be located at
the corner of Water and Genessee streets.
It is planned to begin construction within
thirty days. The house will seat 1,400
persons.
Designed by Rapp
Rapp & Rapp of Chicago, prominent
theatre architects, planned the house.
Although the theatre will be primarih
a motion picture and vaudeville house,
the stage will be constructed so as to ac-
commodate road shows.
Elder Coogan Making
His Own Productions
(Special to Exhibitors Herald)
LOS ANGELES, June 6. — Jack
Coogan, Sr., father of little Jackie Coogan.
star, has gone into the production end of
the motion picture business on his own.
The elder Coogan has organized two pro-
duction units and has started work on
his initial film at United Studio,s.
His plans call for a series of twelve two-
reel oictures by each unit. The units arc
Fred Hibbard Productions and Rodeo
Production1;.
Mary Miles Minter to
Star in New Photoplay
(Special to Exhibitors Herald)
LOS ANGELES, June 6.— Mary Miles
Minter, back from her vacation to Hono-
lulu, will start with Tom Moore, on a
production for Paramount of "The Cow-
boy and the Lady," Clyde Fitch's play
John S. Robertson will direct the picture.
Assumes Management
Of Ascher's Capitol
(Special to Exhibitors Herald)
CINCINNATI, O., June 6.— The man-
agement and control of Ascher Brothers
Capitol theatre at Seventh and Vine
streets passed into the hands of I. Libson
on Sunday. His lease on the house runs
for a period of thirty-seven years.
$30,000 Lost in Fire
(Special to Exhibitors Herald)
FORT MADISON, I A, June 6.— Fire
in the Grand theatre recently caused
damage totaling $30,000, according to
Harry Sullivan and Vincent Helling,
managers.
The editor of the Republican puts the
question directly to the people declaring
that "no one can reasonably expect thea-
tre managers to operate their houses at a
heavy loss for three months or so just to
meet the demand of a small part of an
unappreciative public."
Hits Carnivals and Autos
He points out that the two theatres,
local institutions depended upon for
amusement twelve months a year, lost
heavily for two weeks in May on account
of carnivals being brought in from out of
town.
Calling attention to the fact that auto-
mobile owners by taking friends driving
evenings are depriving the theatres of
possible patrons, he decries the fact that
some automobile owners in past years
have driven up in front of theatres and
have called to people, waiting in line at
the box office, to give up going to the
show and go riding instead.
Throughout his story — which is car-
ried under a large headline on the first
page of his paper — the editor emphasizes
How About
Your Editors?
What are the editors of your local
newspapers doing to help you keep
open this summer? Are they com-
ing to the front like the editor of
the Evening Republican of Co-
lumbus, IncL, or are they letting
you fight your own battle?
If you are in a small city or town,
you are offering the only source
of entertainment to the city during
the warm months. And you are
helping the merchants by bringing
people "down town" and into your
city from the surrounding territory.
Your problem is really a com-
munity problem. Are the business
men and newspapers standing with
you?
the fact that keeping the theatres open is
a problem for the community, not one for
the theatre managers.
Says Public Must Decide
"It is up to the theatre going public of
the city and surrounding country to keep
the theatres of the city open during the
summer by patronizing them or forcing
them to close by withholding their pat-
ronage," he declares in conclusion.
"The theatres are about all the source
of diversion and entertainment in Co-
lumbus during the summer months and
in this are a big asset, one that should
be appreciated and supported to an ex-
tent that they will not be lost to the city."
Judge Promises Jail
For Second Violation
(Special to Exhibitors Herald)
CLEVELAND, O., June 6.— In fining
Louis Israel and Joseph Makoff of the
Heights theatre in Cleveland Heights,
$100 and costs for operating on Sunday,
Judge Miller warned that another viola-
tion of the Sunday blue law would bring
a sentence of six months in addition to
the fine. The Heights theatre had
charged no admission to the performance
in question.
Pasadena Brotherhood
Wants "Sour" Sunday
(Special to Exhibitors Herald)
PASADENA, CAL., June 6.— Pasa-
dena will have a "sour" Sunday if the
United Church Brotherhood has anything
to say about it. At a recent meeting it
was decided to name a committee to cir-
culate among all churches a petition ask-
ing for a closed Sunday.
Buys Empire Theatre
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., June 6.—
Edward D. Evans, president of the
Sterling Fire Insurance Company and
the Evans Milling Company, has bought
the Empire theatre property here from
the Heucks Opera House company of
Indianapolis and Cincinnati for approxi-
mately $220,000.
38
EXHIBITORS HERALD
June 17, 1922
First National Gains Ground in
International Distribution
Overcoming Complaint of English That American Films
Are Old When They Reach English Houses •
THE past six months have seen Associated First National jump into
the front ranks in the international distribution of motion pictures.
Every country in Europe and the Orient, with few exceptions, are
showing the company's attractions.
A SSOCIATED First National Pic-
tures, Ltd., was launched early this
year in Great Britain. In Germany, the
company's attractions are making sub-
stantial headway. Only recently, deals
were closed for the territories of Bel-
gium, Holland and Switzerland. Thea-
tres in Italy, South America, South
Africa, Japan, Australia, China, India,
the Straits Settlements, and other
Oriental regions are showing First Na-
tional pictures almost regularly.
* * *
A new plan is to be inaugurated
shortly in Mexico. An exchange, linked
with the sales system in this country,
is to be opened. An experienced
Hispano-American film man is investigat-
ing conditions South of the Rio Grande
at the present time, and he will present
a comprehensive report on the advisa-
bility of opening a branch in the Mexi-
can capital.
An exchange operated in Mexico as an
integral part of the American system will
be unique as it will be the first time, ac-
cording to the distributing company,
that an American company has operated
a branch outside the United States —
with the exception of Canada — as a unit
of its national distributing system.
Weekly trade showings have become
a regular feature of First National's
operation in England. The following
pictures have been shown to the trade
since March 17, and are being booked
now:
"The Song of Life" (Mayer-Stahl),
"Lessons in Love" (Constance Tal-
madge), "Serenade" (R. A. Walsh),
"Love's Redemption" (Norma Tal-
madge), "The Oath" (R. A. Walsh),
"Wedding Bells" (Constance Talmadge),
"Bob Hampton of Placer" (Neilan)," The
Infidel" (Katherine MacDonald), "Bits
of Life" (Neilan), "Woman's Place"
(Constance Talmadge).
* * *
June trade shows will be "The Mas-
querader" (Tully-Post), June 2; "The
Beautiful Liar" (Katherine MacDonald),
June 9; "Tol'able David" (Richard
Barthelmess), and "Penrod" (Neilan),
Tune 16; "Kindred of the Dust" (R. A.
Walsh), June 23, and "Mamma's Affair"
(Constance Talmadge), and "My Lady
Friends," (Mr. and Mrs. Carter De
Haven), June 30th.
Many of these attractions are being
shown to the British film world almost
as soon as they are in the United States,
thus overcoming the complaint often
made by English theatre men that they
do not get American attractions until
months and sometimes more than a year
or two after their appearance in Ameri-
can theatres. While the block booking
system, which has been the bane of the
English renter, makes it impossible to
achieve this completely at this time,
substantial steps have been taken by
Associated First National Pictures, Ltd.,
to offset this in so far as they are able
to do so.
Other interesting developments in the
foreign progress of Associated First Na-
tional Pictures are expected to take defi-
nite shape within a very short time. In
the opinion of First National executives,
conditions in practically every foreign
motion picture market are on the mend
and offer increasing favorable opportuni-
ties to the owners of worth-while box
office attractions.
MONEY MAKING IDEAS
Which Have Been Used Successfully by
Exhibitors to Build Up Their Patronage
By HAROLD F. WENDT
(Rivoli theatre, Defiance, O.)
Managers of small town the-
atres might do well to cash in
on the transient business which
is within their reach.
Traveling m e n who are
"stuck in town overnight" us-
ually seek out a movie before
retiring. The hotel clerk is
usually the man they go to for
their dope.
Make friends with that clerk.
It will surprise you how much
business he can send along. I
printed a few thousand small
neat cards bearing the inscrip-
tion : "If you are looking for
the best in entertainment, visit
Defiance's New Rivoli Theatre.
Showing nothing but the Big-
gest Photo-Play Productions
with the Rivoli Orchestra, a
feature in itself. Admission 25
cents. Children 10 cents."
These cards were turned
over to the clerk, together with
a batch of passes. The bellboy
didn't mind a bit handing each
guest a card after directing him
to his room. If you don't be-
lieve it helps, try it and be con-
vinced.
Only A merican Pictures
Are Included in Latest
Exceptional Photoplays
(Special to Exhibitors Herald)
NEW YORK, June 6.— Three pictures,
all made by American producers, are
listed in the March-April-May issue of
Exceptional Photoplays as exceptional in
the major sense. Seven others are listed
as having "points of exceptional merit."
Exceptional Photoplays is published by
the National Board of Review.
The three of exceptional merit are:
"Fools First" (Associated First National)
directed by Marshall Neilan, "The
Prisoner of Zenda" (Metro) directed by
Rex Ingram, and "Grandma's Boy" (As-
sociated Producers) Harold Lloyd's first
five-reel production.
The following pictures receive minor
review: "Is Matrimony a Failure" (Para-
mount): "The One Man Reunion" (Edu-
cational) ; "My Wild Irish Rose" (Vita-
graph); "One Clear Call" (Associated
First National): "Across the Continent"
(Paramount); "If You Believe It, It's
So" (Paramount) ; "Sonny" (Associated
First National.) Warren Newcombe's
unusual single reel creation. "The En-
chanted City" is discussed in a special
article entitled "Something Different in
Scenic Treatment."
Organization Thanks
Films Folks for Help
In Campaign for Poor
(Special to Exhibitors Herald)
NEW YORK, June 6.— A resolution
thanking the motion picture people and
all those who participated in the May
Carnival staged by film folks to aid the
New York Association for Improving
the Condition of the Poor was adopted
by the association at a recent meeting.
The organization reports that more
than $100,000 has been raised for its fund
and of this sum a goodly amount was
obtained through the efforts of motion
picture people at the Carnival.
Requests Early Hearing
On "Over the Hill" Suit
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C— June 6.—
Counsel for Fox Film Corporation has
asked the United States supreme court to
advance the hearing of the company's
case against Frederick M. Knowles.
Joseph Klein, and others, involving the
copyrights of "Over the Hill to the Poor-
house" and "Over the Hill From the
Poorhouse," two poems by Will Carle-
ton, acquired by the company for film
purposes.
The case involves or affects matters of
general public interest, it is contended by
Fox, and a number of other cases along
the same line arc being held in the courts
awaiting the decision of the Supreme
court.
Represents Minnesota
(Special to Exhibitors Herald)
MINNEAPOLIS, MINN., June •>.-
Theodore L. Hays, part owner of the
Grand theatre, Crookston, Minn., and
general manager of Twin City Amuse-
ment Trust Estate has been named as 8
member of the executive committee of
the Motion Picture Theatre Owners of
America for Minnesota.
THE THEATRE
9f PRACTICAL
i C-li »'.'• i.ii £Ji »".'* I'.'i »'.'! »V?
e r e 5
Money
In It
ARTICLE V
PROHIBITION W A S
thrust upon Americans
largely because its pro-
moters were active and
well informed ivhile its op-
ponents, superior numeri-
cally, slept under the delu-
sion that the proposition
u as "absurd."
PROHIBIT IOX OF Mo-
tion pictures is no more
"absurd" as a future pos-
sibility than the Eight-
eenth Amendment uas ten
years ago. It is not out of
reason to suggest that ac-
tual prohibition may grow
out or censorship and Sun-
day closing legislation
just as it grew out of regu-
lation of the liquor busi-
ness.
IN THE "PUBLIC
Rights League" this paper
keeps exhibitors informed
of potential theatre pro-
hibitor's movements. Every
issue presents stories of
such news value as to as-
sure publication by news-
papers to whose attention
they are brought by shoiv-
men.
SUCH AN EXTENSION
of "Herald" service is the
one available means of
preparing the public for
protection of its screen
rights against attack of
any character.
fFtiiftnrritt '77? rrsyfrirffir;? i^irsvrim •
Ho
n e s
t Hok u m
FOR various understandable reasons it has become accepted form
for individuals in this business to intone derisively the force-
fully if inexactly expressive term, "hokum." The word is in very
bad odor. A new and respectable one should be coined for desig-
nation of the soundly valuable variety awkwardly specified in the
above caption by prefixion of the adjective, "honest."
As tossed off by smart reviewer and volunteer critic, the word
"hokum" may be defined as : — a striving for effect ; manufactured
pathos or thrill; mechanical manipulation of plot and incident to
produce a desired result. In short, the popular interpretation of
the term enables the ever present many so disposed to jeer loftily
at the whole machinery of the drama. The wide prevalence of the
practice leads to the conclusion that a pleasurable sensation of some
sort is attainable through exercise of this appropriated prerogative.
It hurts business.
ON the theatre side an exact counterpart of this condition prevails.
(The parallel relationship of theatre to picture is perpetually amaz-
ing.) Xo sooner is an original exploitation "stunt'' evolved and put into
profitable execution than variously actuated beholders rise with thumb
and forefinger applied to nostril and cry. "Hokum.'' In a majority of
cases, happily, these same gentlemen retire at once to their executive cham-
bers and direct their aids to adopt the idea forthwith. It is in the interests
of the minority who permit the despised appellation to deter them from
using such a business idea that this comment is written.
It would be as interesting as it would be impossible to calcinate the
total loss in dollars sustained by the American theatre annually through
the mischievous operation of this widely credited fallacy. Such loss devel-
ops from twin sources — failure to make use of effective exploitation meth-
ods dubbed "hokum" and failure to book money-making pictures alleged to
share the classification.
Both are common.
AMONG picture items denominated "hokum" we find such situations as
the aged mother neglected by self-centered offspring, the eleventh-hour
rescue of the innocently condemned hero from the gallows, the variously
plotted-against race horse who wins against odds and saves his owner's
fame and fortune, the black sheep whose brilliant accomplishments under
stress bring the embraces of his despairing family down about his neck.
By these rulings "Over The Hill," "Mother O' Mine," "In Old Kentucky"
and "The Four Horsemen" were dismal failures.
On the theatre side we find listed as obviously "hokum" the "original
costume" window display, the open letter to notables, the street banner
and the popularity voting contest. By which classification, subscribed to
chiefly by idle onlookers prominent only in the calamity chorus, "Orphans
of the Storm" is being cheaply presented to the public, the Paramount
exploitation division doesn't know what it's doing, "Smilin' Through" is
suffering from inferior exploitation and the producer, distributor and exhib-
40
EXHIBITORS HERALD
June 17, 1922
itor organizations cooperating with the New York Association for Improv-
ing the Condition of the Poor were "all wet."
(Don't believe it.)
UNDOUBTEDLY there are picture and theatre items properly subject
to derision on the ground that the inflection accorded the term
"hokum" implies. There must have been some basis for the interpretation
in the beginning. But even cursory investigation discloses the financially
important fact that much good screen and box office matter falls short of
fulfilling its purpose due to the operation of erroneous appraisals formu-
lated on a ground work of muddled concepts.
Honest hokum is good drama and good business. We have not too
much of it but too little. While the term is employed as at present we may
contribute most effectually to the enrichment and perpetuation ot this
supply by omitting "hokum" from the trade vocabulary and its mental
derivative from the trade consciousness.
Reverse English
On Exploitation
UTT \NDS across the sea," "Blood is thicker than water," "The English
XT have no sense of humor," all these and more suggest fitting intro-
ductions to the following quote from a department designated "The Writ-
ings of BunKum" in the Kincmatograph Weekly, an English film trade
paper- But the "writings," reflecting the English viewpoint on exploita-
tion, do not need an introduction.
Thev follow
CHAPTER XIII.
Of one who made incantations. And
of the Great God Boost. The Command-
ments of Boost. And of the Books of
Learning.
. 1. Now it came to pass that as I, Bun
Kum, did wander abroad in the Land of
Phyll Um I did hap upon an exceeding
strange thing.
112. For lo! I did behold a man of the
Tribe of Egzib Ittors ivho, standing in a
place apart, did make incantations to an
Unknown god.
3. Wherefor did I approach him, say-
ing : " O Thou-Who-Shows-Pik-Tchers,
tell me now, I pray thee, what is this
thing that thou doest, and what is the
meaning thereof ? "
4. And he, looking ever Down his Nose,
did answer me, saying : " My Thea Torr
is Empp Ti, wherefor do I make me in-
cantations that Biz Niss may Bukkupp and
the Paib Ox be full as of old time."
5. And I inquired of him again, saying :
" Tell me now, I pray thee, what is the
manner of thy supplication and how shall
it advantage thee ? "
6. Whereon he sighed grievously and
made answer, saying : " Thus doth the
Unknown god decree, O Bun Kum, that
standing in a place apart, he who desirotli
a full Paib Ox shall make incantation,
saying :
7. " ' Day by day, even each and every
day. doth Biz Niss wax greater and ever
more great ; and in every way do the cof-
fers fill and the Paib Ox become full.'
8. " And thus do I do seven times each
day, or peradventure even unto seventy
times seven.
9. " Yet doth my Thea Torr remain
Empp Ti, wherefor do I fear lest some-
thing hath come Unstuck and the Unknown
god is a Wash Out."
10. And so saying lit- began yet again
to mutter his incantations. Wherefor did
I depart from him and continue on my
way.
11 And it came to fOSS that in a certain
place 1 beheld a great Thea Torr and great
multitudes that did go therein. So that
the place could in no wise contain all those
who would enter therein.
12. Wherefor, seeking out the Egzib
Ittor in haste, I spate unto him, saying:
"Verily, O Man-Who-Shows-Pik-Tchrs,
the Unknown god hath hearkened unto
thine incantations. For lo ! thy Paib Ox
is full and the people murmur that they
can no more enter in at thy gates ! "
13. But he answered me straightway,
and said: " Whoinell is this Unknown
god that I should do him reverence? Is
the name of thy servant Blotto, O Bun
Kum, that he should do this thing?
ffl4. " For I say unto you that my Paib
Ox is full, nor can my Thea Torr contain
all those who would enter therein, because
I have bowed the knee to the Great God
Boost."
15. And I marvelled much, saying:
"Tell me, O Egzib Ittor, what manner
of god this Boost may be, and what are
the commandments that those obey who
worship him."
18, And he answered and said: "These
are the Commandments of the Great God
Boost, and Boom, his Prophet, hath given
them unto me :
17. 'Thou shalt not Book Dudds, for
there is no Guddinem.
18. ' Thou shalt not fold they hands in
sleep, but shall Gettatit with thy might.
II). 'Six days and nights shalt thou
labour, and on the seventh day thou shalt
labour even yet again if peradventure thou
canst wangle it.
20. ' Thou shalt use the Brainz that lie
within thy Iledd. Yea, though it be ex-
ceeding painful, yet shalt thou use thy
Think Tank.
21. ' Thou shalt devise thee Stunz that
whatsoever Pik Tcher thou shewest thou
mavest Puttit Over on thy Pay Tronz.
22. " Thou shalt use the Laip Ress, but
thou shalt in no wise be used thereby.
23. ' Thou shalt not Book that which
thou hast not seen, but shall use thine
Eyes. Nor shalt thou book in Blokz or be
a Blok Iledd.
24. 'Thou shalt not covet thy neigh-
bour's Thea Torr, nor his Pik Tchers, nor
his Brainz, nor anything that is his. For
unless thou art a Lemm Onn thou canst
do even as he.
25. ' Thou shalt study thy Pay Tronz
and whatsoever they want thou shalt
Givitem that thy days may be long in the
land.
26. ' Thou shalt bow the knee to no
other god but me. Boost, for I am a
jealous god and they who reverence me
not shall Gob Usst. But my chosen people
shall wax rich.'
27. " These, O Bun Kum, are the de-
crees of the Great God Boost by the mouth
of Boom, his Prophet, And all these Com-
mandments have I kept from my youth
up. Wherefor am I rich."
28.. And I, Bun Kum, did marvel that
there were yet those of the Tribe of Egzib
Ittors who did worship the Unknown god
to their little profit and eschew the Great
God Boost to their own undoing.
fl29. For is it not written in the Books of
Kinn Ee : " He who X Ploiteth shall gain
much, but from him who X Ploiteth not
shall be taken away even that which he
hath."
1f30. And in the Book of Teluz Annuther
is it not written : " Hell and destruction
are never-full, wherefor shall he who
deviseth not clever stunts be speedily added
thereto."
Selznicfy Press
Book Exhaustive
Service Volume
"Reported Missing," the title caption
on the first page of Selznick's campaign
book for that feature, is a misnomer. In-
vestigation proves that nothing showmen
■will need is "missing" in its confines. (A
bad joke, and the book is no joking mat-
ter.)
More than the usual number of pages
are devoted to the subject, and more than
the usual amount of good is accom-
plished. A page describes the picture.
Another deals with the director. Two
pages are then given over to reproduc-
tion of ten published reviews, six of which
are from newspapers, two of which are
from the New York Morning Telegraph
and two from trade papers, a somewhat
unique selection. All contain good quote
lines.
Then follow two pages of compactly
presented exploitation suggestions, a page
of posters, an illustrated mail campaign,
a double spread of stills, the music cues
and four pages of accessories. A four
page supplement of newspaper size is
enclosed.
Watt L. Parker, advertising manager,
and Randall M. White, director of pub-
licity, responsible for the brochure, are
entitled to credit for producing a distinc-
tive work.
Hope Plays Square
The first paragraph of the Hope Hos-
tess' page in the house organ published
by Laurence Stuart of the Hope theatre,
Dallas, announces that the theatre will
entertain graduates of Dallas schools at a
special matinee, adding details. The third
paragraph reads: . .
" The Palace theatre is also entertaining
the graduates — which, makes the occasion
just twice as nice, for of course the same
young folks who come to us will go there
a few days later. We are glad to serve
with our contemporaries in showing thii
courtesy. It is not rivalry — it is a con-
certed effort toward civic good."
June 17. 1922
EXHIBITORS HERALD
41
RED FIRE AND FLOOD LIGHTS
accentuated the Parkway frcnt during
the run of Fox's "Queen of Sheba."
9HH
EXPLOITATION MONEY CAR used by H. C. Holah, Parkway, Madison, Wis.,
in the interests of Hodkinson's "A Certain Rich Man." Mr. Holah's very brief
but eloquently illustrated letter is rep educed upon this page.
like to see in the Herald. This stunt
urpugnt me in a good crowd and they all
went away well pleased. "After Your Own
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
Here's a couple of pages on frame-ups
at the Parkway. »
H. C. HOLAH,
Parkway theatre, Madison, Wis.
*
DEAR MR. HOLAH:
Why so brief/ You can tell it so much
better than we. And readers get so much
of our stuff.
However, with the aid of your notes on
the photo backs, we're doing our best. And
we thank you. But you zvritc it next time. —
IV. R. IV.
"After (Y)our
Own Heart"
THEATRE EDITOR,
Exhibitors Herald,
Dear Sir :
I am sending a photo of a stunt that I
used to put over Tom Mix which I would
C. E. FRYE'S exploitation of Fox's
"After Your Own Heart." (See Letter
for details.)
Heart" is one that has plenty of action and
will hold the interest of the people to the
very end. I will say it is very good for
small towns. Yours truly,
C. F. FRYE,
First National theatre, Shipley, Neb.
*
DEAR MR. FRYE:
We saw "After Your Own Heart." It
was a picture after the "own heart" of any
exploitation enthusiast and the way you put
\N ELECTRIC TRAIN was featured
in H. C. Holah's lobby stuff for United
Artists' "The Iron Trail."
A BACKGROUND VISION swaying
on rubber suspensions, with falling
snow in front, advertised the Fox
feature, "Shame," for Mr. Holah.
THE MIDNIGHT ANGLE of the
Cinderella fairy tale was capitalized by
H. C. Holah in his inner display for
Metro's "Cinderella's Twin."
■
42
EXHIBITORS HERALD
June 17, 1922
PURPLE, PLUSH AND INCENSE
added tone to the Parkway lobby ar-
rangement during the "Queen of
Sheba" ran.
i7 over clearly indicates that you are of
tluit school. It's tlie one school that gradu-
ates money makers in this business.
The photograph is reproduced herewith.
Let us luwe more wlwn available. — W . R. IV.
A Welcome "Pest"
Addresses You
THEATRE EDITOR,
Exhibitors Herald,
Dear Sir :
\
While I know you will soon be placing
me on your "pest" list, and that very soon
the mere sight of a Halifax postmark will
be sufficient excuse for a hurry call for the
waste paper basket, I am going to take ad-
vantage of good nature again and ask for a
criticism on the enclosed samples of some
of our recent displays.
Yours very truly,
THOMAS S. DALEY,
Casino theatre, Halifax, N. S., Can.
*
DEAR MR. DALEY:
Modesty is a rare and becoming virtue,
but you don't need it. As we recall, one
of the best stories that ever appeared in this
A DARING DRAMA OF THE JUNGLE AND
THE HYPOCRITES OF MODERN SOCIETY
AVIRGIN
PARADISE
1TKANCX A SO ii#tul_llC
■>*» AS MAS IVW rtj
Dl cm ru rni y ru>
AM* OT lTAATKNT. Kf AD'
a •rrt"«c or *xar CHa*
o n n aj jqli mixcjiv.
FOUR DAYS STARTING MONDAY
or any trade paper department zvas written
by yourself — that one about the card index
of trade paper comments for use in adver-
tising. And then you dub yourself "pest."
We criticize you adversely for the first time
for the use of the term.
Of the advertisements you enclose we
like best the three-column upright on "A
Virgin Paradise." The layout is forceful,
counteracting the effect of a little bad print-
ing, and the type is eye picked. You have
the great advantage of a keen sense of type
values. It's worth a fortune.
The one suggestion we zvould make is
that it would have been better to run the
Halifax review quotes above the New York
quotes, but, of course, we don't know Hali-
fax conditions. Our opinion is based on
the idea that it is always good advertising
to play up the home-town angle. (That's
what made California famous.) The com-
bination of the quotes is excellent. — IV. R.
W.
A Serial
Recipe
THOMAS S. DALEY'S letter in con-
nection with this three-column display
for Fox's "A Virgin Paradise" appears
herewith.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
I would like to ask for your most valu-
able space for my report of "The Adven-
tures of Robinson Crusoe," as this is very
important for all the exhibitors in the coun-
try. It is very important to prepare now
for the coming dull season.
Two weeks ago I started "Robinson
Crusoe." I booked it for Saturday and had
2,500 tickets printed as per copy. These
were distributed to all the schools. Many
times it has been tried out for special after-
school matinees and also Saturday morn-
ings, which proved failures. We advertised
the matinee for Friday after school and
Saturday morning and we packed the house
each showing.
For the opening matinee I put on a little
stunt which, including tickets, cost less than
$10. The stunt was the result of Univer-
sale inducement for a prize. I borrowed
furs from a furrier, dressed up a man to
represent Robinson Crusoe. I borrowed a
goat, a young Billy, which was a child's
pet, and printed a sign on a piece of white
cotton and pinned it on it, saying, "Robin-
son Crusoe at the Hippodrome." The man
had the same sign on his back.
I also borrowed a stuffed parrot and it
was fastened to Crusoe's shoulders. A
week previous to the opening I advertised
that Robinson Crusoe was coming to the
Hippodrome. Later in the week I had 2 or
3 teaser ads, saying Crusoe would arrive
from Buffalo and would make a public ap-
pearance with his pet Billy on the streets
about town. Of course,' everyone looked
for Robinson Crusoe, although it was a dis-
agreeable and rainy day.
It was like looking for a circus. The un-
looked-for success my stunt met with the
first week encouraged me to try it again and
I am making pictures of our crowds and
will show them next Friday and Saturday
at the children's matinees. This will prove
the cheapest stunt of all. Also, I figure
to have the log cabin trimmed up with
cedars and also have a monkey (a live
one) if I can beg, borrow or steal it.
ELI ROSENBAUM,
Hippodrome theatre, Ogdensburg, N. Y.
*
J)EAR MR. ROSENBAUM:
You tell it so well you leave us nothing
to do but second the motion. That we do,
herewith. Great stuff. And if you've got
the photographs, send them along. Every-
body wlw reads the above, which is every-
body who really exploits pictures, will want
to see lhem.—iV. R. W.
"Orphans of
The Storm '
A THEATRE REVIEW
In the brief period of its circula-
tion to date "Orphans of the Storm,"
D. W. Griffith production distrib-
uted by United Artists, has been ac-
corded exploitation of a calibre that
marks it as a theatre picture of high
degree.
For the benefit of "Herald" read-
ers who will exhibit the production
this brief and incomplete summary
of its treatment is compiled. The
photographs are supplied by United
Artists Corporation.
ADVANCE billing of unique character
was given the production by the Park
theatre at Worcester, Mass., as shown
above. The view is from the top of the
stairway leading to the auditorium.
"Smilin' Through," in engagement the
week preceding "Orphans of the 8101™,"
is shown billed in the lower lobby. The
advance billing on the casing opposite
the head of the stair could scarcely have
been missed by those leaving the theatre.
AT Saginaw, Mich., the Mecca theatre
management perfected a cooperative
arrangement with the leading taxicab
company by the terms of which each car
in that concern's control carried a ban-
June 17, 1922
EXHIBITORS HERALD
43
ner advertising the run. The mass effect
of the cars at a cab stand is shown in the
photograph. The distribution by indi-
vidual cars on call was great. The idea
permits of varied adaptation.
above, attendance of the magnitude shown
in this illustration marked the engage-
ment. The photograph also shows the
banner use made of the spot title design
used in connection with this and all Grif-
fith productions generally.
DURING the run of the picture at the
Mark Strand theatre, Brooklyn, the
unique music store display shown above
was in use. Here a new note in music-
counter cooperation is struck. The en-
larged still from the picture is superbly
mounted and wins conspicuous place on
the counter, setting off, and probably in-
ducing, the rack display of the song num-
ber. (Another adaptable suggestion.)
A BUILDING undergoing remodeling
in Saginaw, Mich., was duly con-
verted to the uses of the Mecca theatre,
complementing the taxicab campaign de-
picted above. Since erection, this work-
men's shelter in Saginaw has been in
almost constant use as a theatre adver-
tising medium. There is such a structure
in almost every city at almost any time,
but few are so ably utilized.
USHERS of the Strand, Seattle, were
attired in costumes of especially at-
tractive design during the "Orphans ot
the Storm" engagement. While the rela-
tion of costume to picture is not exactly
clear, it must be granted that the appear-
ance of the grils is admirable for Sum-
mer. (It might not be a bad idea to dress
up the usherial force in this manner and
advertise them from the popular flapper
angle. Ought to be good for at least one
newspaper story.)
IN Portland, Ore., cutouts were utilized
with exceptional effect in lobby dis-
play. The size of the lobby, with which
all readers are familiar, facilitated effec-
tive use of the excellent cutouts which
six-sheets provided with the production
supply. Whatever plans are made for
exploitation of the feature, the paper
which accompanies it should be given
careful consideration.
O., has been previously recorded in the
"Pictorial Section" of this paper, used the
above "facsimile costume" window. This
particular stunt, variously managed, has
been applied to the picture's exploitation
in almost every section of the country.
It is practically always gcod for a win-
dow and, if honestly handled, presents no
possibility of a backfire.
The Moral
Effect Is
Excellent
The moral effect of First Na-
tional's announcement of a nation-
wide exploitation service under the
direction of Ned Holmes and with
representatives in every exchange is
reflected in a pronounced increase in
exhibitor activity in connection with
the exploitation of First National
attractions. This tendency became
visible immediately following the
announcement and before the mem-
bers of that organization could have
perfected arrangements for actually
directing exploitation for individual
theatres about the country.
To illustrate as well as may be
done in a single story the stimula-
tion that this announcement has ef-
fected the following examples are
assembled.
"7 RAISE SELDOM EiZSTO'iTD
— 1
AS a result of the unique advance bill-
ing accorded the attraction at the
Park theatre, Worcester, and detailed
FRED S. MEYER, whose exploitation
of the feature at the Palace, Hamilton,
THE sterling tribute paid to "Smilin'
Through" by The Chicago Tribune, an
extraordinary editorial in every respect
and widely quoted, was effectively used
by the Kinema theatre, Los Angeles, in
the attractive enlargement photographi-
cally reproduced above. This sort of
thing is not often done in film exploita-
tion, despite its obvious desirability as
exploitation. The Kinema method of
display is an admirable one. The idea
should be remembered.
44
EXHIBITORS HERALD
June 17. 1922
WHEN "Polly of the Follies" was
exhibited at the Kinema it was
given prominence in an unusual sidewall
board erected above an exit stair which
leads to the cab stand. There are a
number of good lines in the board copy,
all of which contribute force to the cen-
tral display. "Park Your Cares," first re-
ported to this department by Charles H.
Ryan of Chicago and adopted by show-
men everywhere, is especially applicable
in this case.
THE Liberty theatre, Portland, Ore.,
exhibiting "The Seventh Day," ac-
complished another of its regularly recur-
rent "bests" by erecting the most striking
titular announcement it has been our
pleasure to report in many months. The
photograph shows clearly the appear-
ance and placement of the gigantic figure
drawing atop the marquis. The lobby
display beneath is also worthy of close
attention, though somewhat over-shad-
owed by the more eloquent top piece.
It's all good.
Follies" is reported. Recalling that the
picture and title are intimately identified
with the stage, it is obvious that a more
admirable selection would have been
made with difficulty if at all. The illus-
tration gives sufficient detail to enable
any industrious showman to adapt the
suggestion.
AN extreme novelty in box office
dressing was installed by the
Beacham theatre at Orlando, Fla., in the
interests of "Pay Day," the Chaplin
comedy. Beaverboard was used, of
course, but unusual effect was imparted
thereto by the coining of a synonym for
box office which is faintly suggestive of
the English term, pay box. For divers
apparent reasons the arrangement is dis-
tinctive. And a comedy is advertised.
IT is not often that better foyer display
that! that used by the Empire theatre
at Syracuse, N. Y., for "Polly of the
Paramount
Titles of
Influence
Ever interesting controversy on
the matter of titles as related to ex-
ploitation notwithstanding, one in
close touch with theatre activities
in this country must note that a
great deal of the excellent advertis-
ing done by exhibitors in behalf of
Paramount attractions is very
closely identified with the titles
thereof.
Several illustrative examples are
presented herewith.
k kOATURDAY NIGHT," the title of
O a Cecil B. DcMille production, has
been used in several cities as the basis
for double trucks participated in by mer-
chant advertisers to whom that evening
is looked forward to as one of the biggest
selling periods of the week. Along the
same line, various cooperative endeavors
have been conducted. The bath tub dis-
play in its many adaptations is well
known. The above illustration shows a
window in White Plains, N. Y., where
the picture was shown at the Strand
theatre.
uX/TORAN of the Lady Letty." a title
1*1 that smacks of the briny deep
and the supposedly romantic days of the
sailing vessel's supremacy, moved the
management of the Florence theatre,
New York City, to have erected in the
lobby the unquestionably attractive
"painting" shown above. The word is
quoted because the "painting" is in real-
ity a cutout from stock paper neatly
framed and toplighted. The power of
suggestion exercised by the title induced
this effort.
IN Sarnia. Ontario. Can., "Fool's Para-
dise" was utilized by the Imperial
theatre in effecting an unusual window
display agreement with a prominently
Tune 17. 1922
EXHIBITORS HERALD
45
located rug store. An enchanted rug has
prominent place in one sequence of the
picture and a cutout was made from pa-
per depicting this incident. By simple
placement of this cutout in the rug win-
dow and addition of a brief explanatory
card the connection was made inescapa-
ble.
i.COOL'S PARADISE," typical De-
r Mille title, has also been found
especially attractive by advertising ex-
hibitors. The illustration shows a street
man employed by A. C. McClure of the
Strand theatre at Emporia, Kans., a sim-
ple stunt with direct effect. The title is
also well qualified for exploitation through
newspaper contest, essay and cooperative
spread. It has been applied in every es-
tablished department of theatre advertis-
ing.
'HE Idle Hour theatre. Milwaukee,
found it unnecessary to make a direct
tie-up of picture with merchandise in or-
der to obtain the window display shown
above. One-sheets supplied with the pic-
ture, to which was added a specially-
drawn and illustrated board, served to all
but steal the window from the camera
display made by the merchant. An ex-
ample of what a picturesque title may
accomplish.
"Sign on the Dotted Line"
7/-'s a 30 Pays Option
on iuuf Low J'
—It - Great
blntrrtaumient!
■ Th« Mb- V. ith the TWfalffd L.p
"TOO
MUCH
BUSINESS"
-"H'RTH SYMPHONY1
STARTING SVSVA
ALLEN
OM1NAN I THEATRE
TYPICAL ALLEN ADVERTISING,
a four-column display on "Too Much
Business."
McCormick Copy
Wins Attention
By Persistence
Cleveland people read Allen theatre
advertisements.
S. Barret McCormick insists upon it.
T X his consistent, persistent way, ad-
X hering to a chosen style, backing up
that style with good advertising logic
and good theatre entertainment. S. Barret
McCormick, managing director of the Allen
theatre, Cleveland, O., has developed the
advertising of that theatre to the status
of a business letter to each individual in
the reading public. They read Allen ad-
vertisements. They believe them.
Any showman who is willing to work
'A TRIP TO THE HORSE SHOW," obviously an admirable selection, was staged
by Sid Grauman to accompany the exhibition of the Cosmopolitan-Paramount
production, "Beauty's Worth."
steadfastly to attain equal prestige in
the advertising columns of his news-
paper may duplicate Mr. McCormick's
accomplishment. Two or three essentials
are required and two advertisements,
those used for Vitagraph's "Too Much
Business" and "The Sheik's Wife," are
reproduced herewith to bring these into
prominence.
Mr. McCormick used to use a great
deal of illustration and little copy. He
handled it well. His early theatre ad-
vertisements, used for the Circle at In-
dianapolis, were widely copied. Some
viewed with doubt abandonment of this
style and assumption of the rigid dignity
to which he has adhered recently. It was
considered doubtful judgment. It has
worked out otherwise.
At present the Allen manager pro-
ceeds on the theory that copy which is
worth reading, which really says some-
thing people should be interested in
knowing, will be read most certainly if
presented in something like the casual
uniformity of the news columns. He
doesn't go too far in this direction. He
reserves a little space for illustration and
a highly readable signature slug.
That's all there is to the idea. It
isn't very remarkable. But it gets re-
sults. And in the end it doubtless pays
a handsome profit in the course of a
year.
"I WANT BUT ONE WIFE,'
HE TOLD HER—
But eould nr hit prnnmtT Would the
1**1, thr Tradition*, the rustomi of bis people
permit him to bo true to tbc woman h« lovedf
A romantic aptcUcle. ita"etd
the Sahara Dwrt, filled with Ihf folor
reiyn-r, ot the Orient, thrilling id lit tc
tu-iij'.: - ID i'* l°v* thru*.
Week Commencing Sunday
ALL
THE DOMINANT THEA"
IT MIGHT BE NEWS, McCormick's
Allen advertising, and it is read as
such.
A Good Way to
Meet the Trade
A neat greeting to the people of New
Hampton, la., was extended by Earl C.
Potter, who assumed management of the
Fireman's theatre on May 15, when he
printed the following on the back page
of his neatly printed house organ.
"Our policy is to provide the best of
clean, high grade entertainment and
music, at reasonable prices, for the people
of New Hampton and surrounding coun-
try. This theatre will continue to be a
'Nice Place for Nice People.'
"New Hampton is my boyhood home
town, and it gives me great pleasure to
locate here again. To my many old
friends and also to those of you whom I
am not yet acquainted with I wish to
extend my greetings and solicit your
hearty support and patronage."
46
EXHIBITORS HERALD
June 17, 1922
News films
Come Into
Their Own
"Newsfilms," as news reels are
aptly designated in this paper's de-
partment devoted to their interest,
are coming into their own. Show-
men are giving them attention.
That means that they will be ade-
quately cared for in good time.
Currently, it has become fashion-
able to test a man's showmanship
by his news reel exploitation.
A good test.
TWO photographs reproduced here-
with show the -manner of display c-
corded a single issue of Fox News by
Eastern showmen, managers of the Ter-
minal theatre at Newark and the Audu-
bon theater in New York City. While
modest enough in general make-up, and
certainly in magnitude, these news-reel
lobby advertisements show that progress
is being made.
With the passing of time and the re-
cording of money-making enterprises
conducted with the news reel as a basis
of operations, it is reasonable to expect
a great influx of this material. Showmen
who "take a flier" with some particularly
attractive news reel will find that it pays
and repeat the attempt. Incidentally,
they will come to the conclusion that this
is good business and proceed to give the
icws reel the constant attention and ;i<l-
vcrtisement that it merits.
The two examples presented are not
extraordinary theatre works. Among
contributors to these pages there arc none
who can not do as well and there arc
many who can do better. Better is, of
course, the end to be striven for. The
important fact for immediate considera-
tion is that he who does nothing for the
news reel wastes his resources. That is
not being done by the best exhibitors.
THE TERMINAL, Newark, is a leader
in lobby advertisement of newspictures.
A Grauman Idea
Sid Grauman's ideas are good ideas.
A case in point:
Through arrangement with the Los
Angeles Chevrolet distributor Mr. Grau-
man recently staged as an added feature
an automobile assembling race between
two crews of picked mechanics. The
thing was well advertised by theatre and
by motor dealer. Its class appeal is
strong. Expense? Practically nothing.
Combination of
Paper and Title
Emblazons Front
A good title is worth money.
Good paper brings it in.
A N exceptional example of picture title
and paper admirably combined to
produce a money-making frontal display
is presented herewith in the photograph
of the Liberty theatre at Yakima, Wash.,
where the Warner Brothers production,
"Why Girls Leave Home," was effec-
tively exploited. To H. A. Gillespie, man-
ager of the Liberty, credit is due.
As the photograph shows, a false back-
ground was erected and the colorful title
of the picture was painted thereupon in
red letters vividly outlined. The punch
word was duly circused. Against another
portion of the background cutouts from
the paper supplied with the feature were
superimposed. In the photograph it is
almost impossible to distinguish between
the real figures of the man and woman
posed at the entrance and the cutout fig-
ures behind them.
This is realism. Good paper makes it
possible to accomplish this sort of thing
without prohibitive expense. A good
title makes its accomplishment worth
while.
No News in This
(Special to Exhibitors Herald)
HAMILTON, O., June 8.— Fred S.
Meyer, managing director of the Palace
theatre, has been awarded $50 by the
Universal Film Company for his exploita-
tion of their serial, "The Adventures of
Robinson Crusoe."
NOTE: — This story has very little news value
and is allotted small space accordingly. Now if
Mr. Meyer had not won tne of the prizes, that
would have been real news. This is mere occur-
rence of the expected.
On Notables
General Pedro Nel Ostina, president-
elect of the United States of Columbia,
was a recent visitor to the Capitol thea-
tre, New York. A box was decorated for
the party, ushers were given sashes to
be worn in his honor, the orchestra
greeted him with a blare of trumpets.
In various obvious adaptations the
event may and should be duplicated by
all showmen.
Good English
Mae Tinee, Chicago newspaper critic,
erratic, and at times inaccurate, probably
injures picture prestige most when she
indulges her favorite whim of pointing
out bad spelling in film subtitles. Of
course there is no defense to be made,
and the theatre suffers. Which is all the
more reason why theatre advertisements,
house organs, literature of all kinds,
should be kept above criticism in this
respect.
In a Word
A theatre is judged by its advertising.
Everybody sees it.
Tune 17, 1922
EXHIBITORS HERALD
47
NEWSPICTURES
W/ITH " view to giving the exhibitor a better understanding of the importance of the
W News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
SHOWMAN BECOMES
NEWSPICTURE
PUBLISHER
The newspicture is the theatre man's newsoaoer.
Exhibitor communications published in recent issues reveal in com-
mon assumption of a relationship closely analogous to that of publisher
to newspaper.
This temporary proprietorship begets results.
NEWSPICTURES
ARE ALWAYS
GOOD PICTURES
INCORPORATE this potent propaganda slogan
in newspaper advertisements, house organ and
other literature, regularly. Vary the size of
type, but preserve a selected face throughout.
Little space is required and big results are ob-
tainable.
ONE LINE
SLOGAN
PAYS
As a connecting unit knitting into
effective singularity every advertisement
used for newspicture exploitation by
every theatre in the country the brief
but eloquent slogan presented above is
offered. Included in every printed
theatre advertisement, house organ, let-
ter to patrons, etc., it will have the effect
of an intensive national advertising
campaign based on the newspicture as
an institution. Benefits, will accrue to
all exhibitors in equal degree.
The line is based upon obvious con-
siderations previously set forth in these
pages — the newspicture's independence
of directorial influence, talent tempera-
ment, the human element generally.
An actual record of actual events, it is
not subject to fluctuations common to
other film products.
Constant repetition of the slogan of-
fered can have but one effect, a bene-
ficial one. No expense is involved, un-
less a single line of type be counted as
such. The cumulative effect of the
slogan is well established.
M FINAL EXTRA *
INTERNATIONAL NEWS, No. 42: New
York Children Bid Farewell to May — Spring
Brings New Arrivals to Xcw York Zoo — Ameri-
can Tourists Again Swarm Pyramids, Cairo,
Egypt — William Randolph Hearst Sails to Europe
With Family — Lady Astor Returns to England
— Japanese Wrestlers Perform for Emperor in
Tokio — Daring Swimmer Negotiates Rapids at
Index. Wash. — Views of Capt. Volk and C. R.
von Overkamp Climbing Swiss Alps — Pershing
Reviews Third Cavalry at Ft. Meyer, Va. — Car-
toon— (Territorial Specials.)
No. 43: Catch Bootleggers at White Plains.
N. Y. — Half-Mile Locomotive Train Leaves Phila-
delphia on Prosperity Tour — Larchmont, N. Y.
Children Celebrate Summer's Advent — Alaskan
Huskies Race at Nome. Alaska — Dutch Officials
Visit Java — Harvard Athletes in Field Meet at
Cambridge — Cartoon — French Balloonists Race —
Harding Wins Prize in Golf Tournament —
(Territorial Specials).
No. 44: World's Record Broken in Indian-
apolis Motor Classic — English Cadets Parade at
Cambridge, England — Sacramento Whiskers Race
(Concluded on page 72)
Rearrangement of content matter
to conform with local interest is
common practice, original sequence
being restored after completion of
the run. In many cases this is ex-
panded to embrace shortening, in-
sertion of special subtitles, addition
of local matter. In short, the ex-
hibitor in his physical treatment of
the reel performs almost precisely
the office of the newspaper's chief
executive. He is its editor.
Prior to establishment of this de-
partment and subsequent concentra-
tion of interest in the newspicture, the
exhibitor's efforts in behalf of the news-
reel terminated within the theatre in
the majority of cases. It was not cus-
tomary to follow through, to adopt the
newspaper publisher's advertising tac-
tics as well as his editorial supervision.
In his salesmanship as pertaining to
the newspicture the exhibitor might
FOX NEWS properly three-sheeted by
the Audubon theatre, New York.
have been compared to the mythical
newspaper publisher who printed an
excellent sheet, stacked his copies in
the front office and waited for citizens
to come in and buy them.
This department, in its brief career,
has done much toward correcting this
condition. Basic errors in newspicture
treatment have been bared. Correct
methods of procedure have been out-
lined. Special articles by showmen
most prominent in exploitation of the
newsreel have been presented to add
the force of actual demonstration to
logic.
Improvement is seen on every hand.
The motion picture calendars of Chicago
newspapers, for instance, show improve-
ment in the fact that mention of news-
pictures is made in a far greater propor-
tion of advertisements than at the time
of this department's inception. The in-
crease, as checked on June 3, averaged
slightly more than 75 per cent for the
two leading morning newspapers.
In his assumption of this proprietor-
ship over his newspicture, the exhibitor
practically guarantees the future of that
valuable product. That which a show-
man regards as his own is not neglected.
By natural processes of thought and de-
velopment he will build up a newspicture
publishing system that will function to
establish in public consciousness the
high estate that the newspicture ac-
tually, but as yet not admittedly, occu-
pies.
SELZNICK NEWS
TO CONTINUE
NOVELTIES
(Special to Exhibitors Herald)
NEW YORK, June 6— Duef to the
interest shown in Selznick News' feature
showing "prettiest girls" selected by
famous artists, this series will be con-
tinued in future editions. Neysa McMein
and J. Knowles Hare are artists whose
selections will appear in early issues.
The wedding of Rudolph Valentino to
Winifred Hudnut at Mexicalla, Mexico,
is shown in the Selznick News, put in
circulation May 22.
48
EXHIBITORS HERALD
June 17, 1922
DIGESVPICTURES o/fAeWEER
THAT American producers have little to fear from
the so-called foreign invasion has been pretty
clearly demonstrated by William Fox in his production
of "Nero" which had its premier on Broadway recentlv.
The opening of this picture was attended by many
critical people within and without the industry. Fifth'
avenue bankers, Wall street brokers, art connoisseurs
mingled with men well known in picture circles. Julian
Johnson, Famous Players scenario editor viewed it with
his critical editorial eye and applauded with Mack Sen-
nett, William Farnum, Larry Semon and Thomas H.
Ince.
And in "Nero" William Fox has a remarkable pic-
ture. Modestly he planned its making and modestly he
announced its first showing. It ranks among the big
things of the year and is undoubtedly one of the finest
pieces of work made in Europe. It is J. Gordon Ed-
wards at his best. He had real scenery to work with,
and the sets are marvels of accuracy and beauty. It
undoubtedly cost considerable money, not alone for its
sets but for the hundreds of "extras" and its costumes
and for its excellent cast of players.
"Nero" is very, well acted. Director Edwards has
seen to that and the vampish Poppaea and sensual Nero
live as well as act their parts. A former American
screen favorite, Violet Mersereau, is the one lone Ameri-
can appearing in the cast, and she shines with renewed
lustre in the role of Marcia. From a photographic stand-
point the picture is pretty nearly perfect, and while the
story presented certain difficulties to transfer it to the
screen, no detail has been left out. It is well done from
every angle and the historical value of the picture can-
not be overestimated. The famous burning of Rome,
the suffering of the Christians in the Catacombs and
the dramatic death of Nero are but a few of the thrills
and gripping* incidents of this thoroughly effective bit
of screencraft. More power to William Fox. — J. R. M.
"ROUGH SHOD" (Fox) presents Charles Jones in
swiftly-moving Western, well photographed and well
directed under Reeves Eason. It possesses the usual
number of stirring situations and works up to an ef-
fective and well-staged fight between Maurice Flynn
and Mr. Jones that gives it the needed punch. Where
Westerns are in favor "Rough Shod" will surely make
a hit.
"THE MADNESS OF LOVE" (Wid Gunning)
presents the hackneyed theme of two men who hate
each other because of an early love affair. The nephew
of one falls in love with the daughter of the other, and
Youngsters who participated in Wesley Barry make-up contest
conducted by Rialto theatre, Denver, during run of Warner
Brothers "School Days."
after five reels are united. The old lost memory situa-
tion bobs up again in this one.
"ST.RANGE IDOLS" (Fox) is the old, old story
of the rich man married to the cabaret dancer, who re-
fuses to live with him in the wilds of Canada. He es-
tablishes her in a beautiful home in . New York, but
she hears the call of the stage and leaves him. Later
they are reunited by a little child. Old stuff, and none
too well acted.
"THE FIGHTING STREAK" (Fox) is a typical
Tom Mix feature, with the usual rescue of a lady from
a runaway team, the saloon brawl in which the hero
thinks he has killed a man, his escape and the pursuit
by the sheriff. Very little that is new in this Fox
feature although it contains plenty of gun play, fast
riding and the customary Mix stunts.
"THE GLORIA OF CLEMENTINA" (R-C) is
the romance of a middle-aged lady, who forswears so-
ciety for art and finds happiness and love awaiting her
after many years. A lengthy adaptation of William J.
Locke's novel, carefully directed, and well acted by
Pauline Frederick and a competent cast.
"SHERLOCK HOLMES" (Educational). This
series of fourteen two-reel detective stories, imported
from England, possess many entertaining qualities and
should prove a money getter by reason of the popularity
of the Conan Doyle stories. The stories are well acted
and carefully directed and if properly exploited should
prove a good bet.
"THE GREAT ALONE" (American Releasing)
presents Monroe Salisbury and Walter Law in a stir-
ring story of the Northwest, with the typical embellish-
ments of tales of this character. There are the usual
beautiful snow scenes, several fights and it will doubt-
less satisfy those who like their picture-meat strong.
"YOUNG AMERICA" (Essanay) is a screen ver-
sion of a George M. Cohan play, with Charles Frohman
Everett and several other stage players in the leading
roles. It offers fair entertainment and may please boy
patrons, interested in a boy's hard existence in a small
town.
"BLUEBEARD, JR." (American Releasing). A
mightily pleasing little comedy in five reels, with Jack
Connelly carrying off the acting honors. It concerns
the trials and tribulations of a young couple house
hunting and the young husband's attempt to establish
a home so that he can collect a fortune. Mary Ander-
son lias the star role.
Recent pose of Doris May, the R-C star, who has been appear-
ing in a series of light comedies. Her latest publication i»
"Gay and Devilish."
PAULINE FREDERICK IX
THE GLORY OF
CLEMENTINA
(R-C PICTURES)
A romance of a middle aged lady
who turns her back on society
for art, then finds love within her
grasp. A well told, well directed
adaptation of William J. Locke's
well known novel. Directed by
Emile Chautard. Six reels.
The role assigned Pauline Frederick in
"The Glory of Clementina" was a diffi-
cult one to portray upon the screen and
that she successfully executes it is greatly
to her credit. Clementina is supposed to
be a woman artist, past thirty-five, who
in the pursuit of her profession has
stifled every natural instinct within her.
She becomes dowdy and temperamental,
until love and the touch of a baby's
fingers awaken a new interest in life.
The transition is almost perfect, and it
is a picture women will like.
In her support are such well known
players as Edward Martindel, George
Cowl, Lincoln Plumber, Edward Hearn.
Jean Calhoun, Wilson Hummel, Helen
Stone, Truly Shattuck and Lou:se
Dresser, formerly a stage favorite in
comedy roles.
There are several well staged sets, and
the atmosphere of the piece is correct
jn every detail. Advertise the fact that
it is a William J. Locke story. The
story has had a wide circulation, which,
coupled with the popularity of the star
should put it over. It is a picture that
will satisfy.
The story concerns Clementina Wing,
a portrait painter, who has become hard
and cynical, through an early romance
that proved disappointing. She has met
with success but gradually has with-
drawn from all social functions and finds
herself a lonely and almost forgotten
maiden lady when she receives a com-
mission to paint the portrait of an
elderly widower. Quixtus. the widower,
plins a big party and invites Clementina,
but she declines. Later, learning that
Lena Fontaine, the woman responsible
for her unhappiness, has set her cap for
her friend, she accepts and appears at
the dinner far more attractive and bril-
liant of speech than any of the guests.
There is the usual pleasing ending. A
child, whom Clementina has adopted,
plays a prominent part.
he himself has mistakenly been heralded
as the real robber. Of course there is
a girl in the case, as well as a number of
funny incidents at a fashionable recep-
tion. It is a good entertaining comedy.
JOHNXY HIXES IN
TORCHY'S HOLDUP
(EDUCATIONAL) .
Johnny Hines as a deputy sheriff gets
into all kinds of trouble in this current
two reel comedy. At the Chicago theatre
where it played on the bill with Jackie
Coogan's "Trouble" it brought many a
resounding laugh from a large audience.
Torchy is detailed as a deputy sheriff
and in chasing a crook becomes entan-
gled in the robbery of some bonds. He
manages to catch the thief but only after
CHARLES JONES IN
ROUGH SHOD
(FOX)
Good horsemanship, effective and
well staged fights, and a splendid
cast mark this Charles A. Seizer
Western story, directed by Reeves
Eason. Five reels of action and
several thrills.
Charles Jones and Maurice Flynn in "Rough
Shod" (Fox).
The wild, rocky country of Arizona
makes an effective background for this
Western tale. The story is little more
than a vehicle for wild riding and shoot-
ings but with the assistance of such well
known players as Helen Ferguson, Ruth
Renick, Maurice Flynn, Jack Rollins and
Charles LeMoyne, the star succeeds in
making the whole convincing. Helen
Ferguson is ideally cast as Betty Law-
son, and Flynn is very effective in the vil-
lains role, "Satan" Latimer. There is
much excellent photography and the
fight at the finish is a well staged piece
of business.
Betty Lawson, just from Xew York,
takes pity on Les Artwell, suspected of
horse stealing, and upbraids "Steel"
Brannon, foreman of the "Triangle L."
ranch for dragging the fugitive from his
saddle. • Later, however, she learns that
Artwell is a member of a gang of cattle
thieves of which "Satan" Latimer is the
ringleader. A raid is made on the "Tri-
angle LL" stock and Artwell is badly
wounded in the clash between the ranch-
men and the outlaws. Betty assists Art-
well to Latimer's cabin and there
"Satan" detains her, taking her to a cave
in the mountains. "Steel" follows to the
canyon and. after a terrific fight, whips
Latimer and saves Bettv.
MARY AXDERSOX IX
BLUEBEARD, JR.
(AMERICAN RELEASIXG)
A good comedy with the delightful
Mary Anderson in a suitable role,
ably assisted by Jack Connelly,
George Hernandez and other
competent players. Five reels.
Directed by Scott Dunlap.
Here's a good hot weather attraction.
Xothing weighty, no sex problems, no
villains, but lot of good clean fun. It
can be recommended as first-class en-
tertainment and should fit in with almost
any program.
Aside from the thoroughly delightful
work of the star, there is Jack Con-
nelly, as the distraught husband. Tom
Beech, and George Hernandez, as the
iawyer. Laura Anson is Lucy Page, and
Lila Leslie plays Mrs. Timothy Beech.
Mary is Xan Beech, the wife in search
of a suitable apartment.
The trouble starts over a raise in rent,
which Tom Beech refuses to pay. He in-
structs wifey to find a flat — one they can
afford. The one she finds is O. K. but
the tenants refuse to move. It becomes
imperative for Tom to show a lawyer
that he has a wife and home and is
happily married. When the lawyer shows
up with a legacy for $o0,000 given by an
uncle who has "sown his wild oats. '
Jack goes home to make up with his
wife and f\nds a note that she has left
him. He then enlists the aid of a num-
ber of friends but each refuses. He rents
a mansion and gets a substitute wife
then all the substitute wives appear.
Complications ensue when the lawyer
sees two women go up stairs, sees Tom
brandishing a club and carving knife and
hears screams. The police arrive, and
finally everything is settled peacefully
when his own wife appears and Tom re-
ceives the check, and romance blossoms
for the attorney.
SPECIAL CAST IN
SHERLOCK HOLMES
(EDUCATIONAL)
A series of fourteen two-reelers,
each based on one of Conan
Doyle's famous detective stories
which have made "Sherlock
Holmes" known the world over.
Story emphasized over cast and
production details with result that
series should attract and maintain
patronage as effectively as the best
serials. A live bet if properly ex-
ploited.
After a delay of considerable time due
to financial difficulties of various promo-
ters and litigation, fourteen of the Stoll
Film Company's English-made Sherlock
Holmes two-reelers are to reach the thea-
tres. Educational Film Corporation will
handle the distribution.
A view of "The Dying Detective" and
50
EXHIBITORS HERALD
June 17, 1<)22
others of the series indicates that as box-
office attractions, this series will far out-
strip any of the product sent to this
country by Stoll. With Sherlock Holmes
a household word, the exhibitors have a
ready-made audience waiting to be
brought in by proper exploitation.
There is nothing pretentious about the
productions. Eitle Norwood as Sherlock
Holmes tallies pretty closely to the popu-
lar conception of Conan Doyle's famous
detective. Hubert Willis as Dr. Watson
is acceptable. The rest of the cast, the
settings, and other details have been
made incidental to the story.
The strength of the series is in its ex-
ploitation possibilities. The pictures will
not serve as fillers. They must either be
taken as box office tonics or left alone.
And if "The Dying Detective" is typical
of the series, they will satisfy the people
attracted bv the extra advertising and
effort.
SPECIAL CAST IN
THE MADNESS
OF LOVE
(WID GUNNING)
Hackneyed theme which has done
valiant service in countless pic-
tures and stage melodramas. One
loses interest in the story and
characters because one knows
what is coming next and it never
for a moment impresses one with
its reality. Directed by Wray
Physioc. Five reels.
The old lost memory stuff is in again.
This, as well as several other tried and true
situations of by-gone days, are used to
excite interest in this trivial story of two
old sea dogs, who hate one another be-
cause one ran off with the other's sweet-
heart '"y'ars ago." The old shipmen are
played by Bernard Seigel and Charles
Craig, the latter being Capt. Strong, and
the former Sim Calloway.
Jean Scott plays Mary Ann Strong. She
is equal to the part and fills it with all the
histrionic ability it demands, even the lost
memory part. Joan Christie is Ben Tomp-
kins, a rough seaman in love with Mary
Ann, but she loves David Calloway, a
nephew of the hated Sim Calloway. The
exterior scenes, along the Maine coast, are
quite good, but the interiors are poorly
lighted and at times it is difficult to dis-
tinguish the actors from the furniture.
Only a fair picture, and with uncritical
audiences it may get over.
Mary Ann Strong comes upon David
Calloway, an artist from New York, as he
paints along the coast. They fall in love,
but when David's uncle learns of it he
plans to break Mary Ann's heart and thus
revenge himself upon her father, Capt.
Strong, who won his sweetheart away from
him years before. He sends David aboard
one of fiis ships and orders the boat on a
trip around the world. Mary Ann's father
in the meantime has locked her up in her
bedroom after discovering the two together.
A year passes. No word from David.
Mary Ann loses her mind and wanders up
and down the coast, imagining "she sees
David's body floating on the water. Fin-
ally word comes that he has escaped from
the boat and is returning. Capt. Strong
has gone to kill Sim Calloway, but he has
hidden himself in an isolated hut, to read
the letters David has been trying to send
to Mary Ann, but which were stolen by the
Captain of the boat. A happy reunion fol-
lows between David and .Mary Ann Her
memory is restored and old Sim meets
death in the cellar of his hut where he
has been caught by the closing of a door.
A scene from "Young America," an Essanay
production.
CHARLES FROHMAN EVERETT IN
YOUNG AMERICA
(ESSANAY)
Based on Frederick Ballard's play
this offers fair entertainment of a
light order. It is the story of
a boy and his dog, harrassed by a
cross town constable. The orig-
inal players of the George M.
Cohan stage play appear in the
leading roles. Directed by Ar-
thur Berthelet. Five reels.
A good boy's picture and for the senti-
mentally inclined there is a certain
amount of appeal, although it lacks much
in dramatic situations and the acting is
artificial and unreal at times. The story
is told in a blunt, direct manner that
takes no cognizance of art and the whole
production is amateurish and uninspired
when compared with present-day produc-
tions. The continuity is good but the
subtitles here and there are banal and
commonplace. There are some pleasing
exteriors but the photography of the in-
teriors is not nearly so good. The pic-
ture was made about four years ago by
the Essanay Film Company but is being
offered on the state right market for the
first time.
The story concerns a small-town bad
boy, Art Simpson, whose affections are
centered on his dog Jasper. The boy's
pal. Jack, and a fair-haired little girl are
included in Art's affections. The village
policeman has it in for Art and his dog,
because the dog has no license. He en-
deavors to raise the necessary $2 for a
license by stealing a valuable rooster, is
caught and because he won't tell why he
wanted the money he is about to be sent
to a reformatory. Through the kindness
of a philanthropic lady he is saved this
disgrace and with Jasper given a good
home, much to the disgust of the lady's
husband.
There is nothing striking or original in
direction or acting in "Young America."
TOM MIX IN
FIGHTING STREAK
(FOX)
Lots of gun play, riding and stunt
stuff in this latest Mix play but
it lacks substance. Pictorially it
is well done and a competent cast
helps keep the interest up. How-
ever, not as good as some of
star's former features. Five reels.
Those who enjoy Tom Mix will not be
disappointed in this his latest Western
although it lacks much in logic and plot.
It was directed by Arthur Rosson, from
a story by George Owen Baxter. The
director no doubt made the best of a poor
story, and the star put forth every effort
to keep the action moving. There are
times, however, when even he lagged, as
for instance with the sheriff's posse
breaking in the door, he sits quietly atop
a table and smiles sweetly into the eyes
of Patsy Ruth Miller, instead of attempt-
ing to make a clean get-away. This was
evidently timed for suspense but it was
poorly timed. The whole picture shows
evidence of considerable padding.
In Mix's support appears Gerald Pring,
as Charles Merchant; Al Fremont, as
Jasper Lanning; Sidney Jordan, as Bill
Dozier, the Sheriff; Bert Sprotte, as Hal
Dozier; Robert Fleming, as Chick Heath,
and Patsy Ruth Miller as Ann Withero.
In sets and lighting effects, the picture is
well up to Fox's high standard of West-
erns.
Andrew Lanning saved the life of Ann
Withero, engaged to Merchant, when a
horse and buggy runs away. Andrew
knocks out Chick Heath in a brawl and
the Sheriff, Bill Dozier, trails him when
he leaves town believing he fias killed
Heath. Merchant, jealous of Andrew,
offers Dozier a reward if he will kill
Andrew, but the latter is too quick for
the Sheriff and gets the drop on him.
Then Dozier's brother Bill takes up the
fight. Eventually he learns that Mer-
chant bribed his brother to kill Andrew,
and when Andrew saves his life from a
gang of outlaws, he turns Andrew over
to Miss Withero when he brings him
back to town.
MONROE SALISBURY IN
THE GREAT ALONE
(AMERICAN RELEASING)
Another story of the Northwest, of
strong men battling for the love
of a lady, with the usual beautiful
flashes of snow-covered hills and
valleys, "huskies," sledges and
rough cabins. Interesting, but
slow-moving. Five reels, di-
rected by Jacques Jaccard and
James Colwell.
The directors of this Isadore Bern-
stein production let the snow stuff run
away with their better judgment. Too
much footage is devoted to dog teams
racing over hills, and there are frequent
close-ups of the villain and hero, and of
other characters moving sluggishly
about.
Salisbury is cast as a half-breed, bent
upon saving the daughter of his frierra
from harm at the hands of a villainous
Northerner. His character portrayal is
great, and with Walter Law playing the
villain it is regrettable a stronger story
was not provided. Maria Draga, a pretty
blonde, does little else but look sweet,
in many close-ups and Lura Anson makes
up the balance of the cast, aside from a
few exfras.
There is one fight scene, in a cabin,
with Salisbury hurling Mr. Law about
the room, that furnishes the big thrill of
the picture.
Salisbury goes forth to save the
daughter of his friend, when he learns
she has fallen exhausted and is in a
nearby cabin. Law covets her and leaves
to overtake her also, but is defeated and
the girl is taken safely to her father's
cabin. Law attempts to force his atten-
tions upon her and is given an hour to
leave the town. A terrific fight ensues
when he fails to heed the warning. The
arrival of the trapper's daughter's sweet-
June 17, 1922
EXHIBITORS HERALD
51
heart shows the half-breed the futility of
his love, and he turns to his loyal little
friend, also a half-breed', and who de-
clares her love for him.
New York Reviewers Acclaim "Nero,"
William Fox Spectacle, Super-Picture
DUSTIN FARNUM IN
STRANGE IDOLS
(FOX)
Costly production given thin story.
Old situations and weak plot make
no especial appeal. Star's work
and name must be relied upon to
attract. A drama of society and
the North woods; a romance of a
wealthy lumberman and a cabaret
dancer. Story by Jules Furthman.
Direction by J. Bernard Durning.
Five reels.
One is left with the impression of hav-
ing witnessed something very trivial after
viewing "Strange Idols." All the familiar
photoplay situations of the past loom be-
fore one as it unreels its five thousand
feet, even until the final fadeout where
the couple are reunited and held in fond
embrace by their adoring child. The ac-
tions of the characters do not seem to
matter; the story does not matter and
you lose interest in the whole proceed-
ings after the first few hundred feet, be-
cause so little ingenuity has been
employed.
Farnum plays the role of Angus Mac-
Donald, a stalwart lumberman, who falls
in love at first sight with a cabaret dancer
and marries her. Doris Pawn is the
dancer, Ruth Mayo, and she displays lit-
tle animation or interest in her part.
Philo McCullough, whom you suspect to
be the villain, is the one human character
in the play. He is Ted Raymond, Ruth's
dancing partner. Richard Tucker and a
cute child complete the cast. The piece
is nicely mounted, with several long
shots of a popular conception of a Broad-
way cabaret.
MacDonald, following his hasty mar-
riage, takes his bride to the Canadian
woods, where his interests are centered.
Ruth, however, longs for New York and
finally for the sake of peace they move
back, and soon a daughter is born to
them. A strike at the camp calls Mac-
Donald to the woods again and during
his absence Ruth leaves with the baby
for a tour of Europe with her old dancing
partner. Six years later the father dis-
covers his daughter the big attraction at
a Broadway cafe. He rescues her from
the midnight show and takes her to a
hotel, thence to her mother, and a recon-
ciliation follows.
A scene from "The Siren Call," with Dorotky
Dalton. A Paramount production.
The William Fox spectacle, "Nero," pro-
duced abroad by J. Gordon Edwards, is ac-
claimed by New York reviewers as a super-
picture.
"At last a super-picture worthy of its
name. Even a Griffith would have been
proud had he sponsored 'Nero.' " This is
an excerpt from the review of Don Allen
in the Evening W orld, and it is character-
istic of the commendatory reports written
for all of the other dailies.
Playing at Lyric
"Nero" is playing at the Lyric theatre
in New York. A distinguished audience
attended the premiere, and time and again
great applause greeted the spectacular
scenes.
"Tremendous — that is the only adjective
I can give," was the pointed comment of
Will H. Hays following the opening.
The Evening Telegram reviewer wrote :
"It was a spectacle such as has not been
previously seen on the silvered mirror. It
marks an abrupt but welcome turn from the
problem plots to those which combine his-
tory with romance. Throughout its un-
folding one sees the stupendous conceit of
the last of the Cesaers which resulted in
the destruction of Rome that he might gain
therefrom an inspiration to compose a new
lyric. Then follows the turning of the
lions loose on the helpless Christians, the
revolt of the Roman armies and mob scenes
wherein thousands of persons were within
the scope of the camera."
Film Is Staggering
The Evening World, Don Allen — "At last
a super-picture worthy of its name. Even
a Griffith would be proud had he sponsored
'Nero.' Staggering in its magnificence ;
gripping in its story; wonderful in the
handling of its mobocracy, 'Nero' comes
pretty near standing alone — the acme of
the spectacular in motion pictures. If you
have never seen a motion picture, go and
see 'Nero.' And, if you are the most blase
movie fan in the world and think you have
seen everything they can offer on the screen
— be SURE to see 'Nero.'"
The Evening Mail — "It contains some of
the finest photography extant, of superb
definition and sharpness of detail which is
particularly notable in the long shots and
scenes in which remarkable cloud affects
were achieved. Some of the scenes of the
burning of Rome are magnificent."
Described as Powerful Drama
The Globe — "Another super-photolay is
with us — one of those dazzling spectacles
that cost so much to produce and with a
cast of thousands. Only 'Nero' is not a
mere spectacle of the burning of Rome by
the last of the Caesars. It is a powerful
drama with a theme historically accurate in
the main and the enormous bewildering
scenes are incidental to a rare plot."
The Sun — "For persons interested in such
things, it is probable that the 'sets' used
cost more than any other film. Massive
pillars, palaces and a huge amphitheatre
are among them. Then, too, they were
photographed by an artist. Scene after
scene passes*of almost breath-taking beauty.
How they managed to color the 'shots' of
burning Rome in such a beautiful way is
unknown to us, but it seems to be the best
work in color photography that has yet
happened along. On the program Mr. Fox
states that he believes that 'Nero' is the
climax of motion picture progress. We
fully agree with him on that score. In aur
opinion 'Nero' is a credit to America's
moving picture industry."
Fox Saw Possibilities
The Evening Post — William Fox realized
the possibilities of combining the best
cinematographic traits of both countries and
the result is 'Nero.' No historical photo-
drama has ever been as smoothly told as
this one."
The Evening Journal — "The outstanding
feature of the photoplay is its lavish scenes.
Thrillers pile up as 'Nero' draws to his
finish. There is Rome burning, the martyr
Christians fed to the lions, chariot races
and battles galore. It can't help but give a
movie fan a nervously enjoyable evening."
Holds You Spellbound
The Tribune (Harriette Underhill) —
" Nero' is as great a picture as William
Fox thinks it is! Can a critic say more?
From the first" flicker to the very end it
held us spellbound. Other pictures have
been as elaborate and as costly ; others have
been made abroad with thousands of peo-
ple in the mob scenes. People have been
thrown to the lions and trampled to death
to make a 'movie' holiday for the fans, but
few pictures have ever had what this 'Nero'
spectacle possesses."
The Herald — "The screen seems to be
convulsed. When Rome catches fire one is
surprised that the film doesn't flame into
spontaneous combusion. Here J. Gordon
Edwards, who has shown skill before in
handling massive settings and frantic mul-
titudes, achieves new heights."
Accessories Aid to
Box Office Receipts
"If It's Worth Running, It's
Worth Advertising" Is
Paramount Slogan
"If it's worth running, it's worth ad-
vertising." This is the slogan recently
adopted by Paramount's advertising ac-
cessories department by way of empha-
sizing the importance with which that
department is regarded in the sales or-
ganization of the company. Some time
ago suggestions were asked for from the
various exchanges and the slogan which
eventually was chosen was created by
Roy Davis, accessories manager at the
Pittsburgh exchange.
Have Box Office Value
For some time, S. R. Kent has been
paying a great deaf of attention to the
matter of improving Paramount acces-
sories and the system for their distribu-
tion. He proceeded on the assumption
that no exhibitor will contest the box-
ofifice value of the right kind of accesso-
ries placed in the right locations. To
that end, the department has been revo-
lutionized and placed upon a most sys-
tematic basis whereby waste has been
entirely eliminated and energy has been
directed to the enlargement and improve-
ment of the entire line.
Directors at Exchange
The department has been placed under
the jurisdiction of the division of ex-
ploitation, of which Claud Saunders is
the director, and Mr. Saunders is giving
his personal attention to the creation of
the ideas to be incorporated in accesso-
ries. J. Albert Thorn has charge of the
making of all the sketches and finished
art work, together with the supervision
of their manufacture, while Mel Shauer
has the responsibility of the selling and
distribution. Under Mr. Shauer's super-
vision the distribution has been stand-
ardized, with an accessories manager
functioning in each of the branch ex-
changes. Approximately 110,000 sheets
of poster paper are handled every week
by the department.
EXHIBITORS HERALD June 17, 1922
THEY ALMOST TORE THE MPEI
I
HAVE you seen
the remarkable
press book that
shows you how
to make a clean-
up with small
cost to you.
Ask for a copy.
You'll get it in
the next mail.
Now being si:
in the foremoi
the entire country—
the pace for exj
u
TO list the names of the theatres that have pla d
"WHERE IS MY WANDERING BOY TONIGHT*
capacity, — overflow — and S. R. O. would take a llf
a dozen pages of space. EVERYWHERE (and that me is
precisely what the word implies) has this picture done ig
business. There never has been such exploitation for \j
picture as ready prepared for this. Never such wonde il
CELEBRATED PLAY
810 SO. WABASH AVE., CHICAGO
June 17, 1922
EXHIBITORS HERALD
30
IFF THE WALLJ-w,,n<i ii.niHv vxwk
n to S« R. O.
uatres throughout
hture that sets
ton possibilities
HERE is a showman's picture, made for showman's
handling for real showman's profits. It is an out-
standing independent production that surpasses the
avage big special by miles from the money getting pos-
si lities. SEE THE PICTURE or if you can't see it, book
it nd boost it on our recommendation. It's cleaning up
abverthe country. ARE YOU GOING TO MISS THIS
D'JGH? Write, wire or phone us today.
ILM CORPORATION
GOING like a
house afire —
burning 'em
up in every town.
It's absolutely
surefire. You
can't miss the big
money. Write or
wire your request
for dates.
TOY BUILDING, MILWAUKEE, WIS.
54
EXHIBITORS HERALD
June 17, 1922
Coogan Executives
See "Oliver Twist"
Jackie's Newest Picture Is
Screened for First Time
Since Completion
Tackie Coogan's newest picture. "Oliver
Twist," was screened recently for the
first time since actual filming was com-
pleted. Those present at the initial show-
ing were Sol Lesser, Adolph Ramish,
Jack Coogan, Sr., Frank Lloyd, Arthur
Bernstein and Mike Rosenberg, of West-
ern Pictures Exploitation Company.
Frank Lloyd directed the feature from
Dickens' story.
Anthony Writing Titles
That "Oliver Twist" will have a tre-
mendous box office value is the prediction
of those who witnessed it for the first
time. Without titles the picture ran eight
reels. Titles are now being prepared by
Walter Anthony who has been engaged
for the purpose.
Jackie's new picture will not be pub-
lished until Fall Coogan officials declare.
There is a possibility that it may be
road-showed.
Chaney in Support
Supporting Coogan in the cast are Lon
Chaney, Gladys Brockwell, George Sieg-
mann, Lionel Belmore, Carl Stockdale,
Joseph Hazelton, Florence Hale, Eddie
Boland, Edouard Trebaol, Joan Standing,
Aggie Herring, Lewis Sargent, Nelson
McDowell and others.
A word prologue is also being prepared
for the picture by Walter Anthony.
Unsurpassed Production
Program on West Coast
Is Reported by Warner
Increased production activity is re-
ported by Sam Warner, of Warner Broth-
ers organization, who has arrived in the
east from the west coast studios. It is
Mr. Warner's opinion that the coming
season will be the biggest in the history
of the film industry. Mr. Warner also
declared that the forthcoming Harry
Rapf production, "Rags to Riches," fea-
turing Wesley Barry, is rapidly nearing
completion under the direction of Wallace
Worsley.
The cast in support of the freckled
youngster includes Niles Welch and Ruth
Renick, both of whom play the romance
leads, and Russel Simpson and Mrs.
Minnan Ferry Redman, in the character
roles. Jim Chapin is assisting Mr. Wors-
ley in the direction.
"The west coast studios arc humming
with activity," said Mr. Warner, "and
without exaggeration I can say that the
coming season will be the biggest in the
history of the industry, from a produc-
tion standpoint. Practically every studio
is working at full speed, and this in-
creased activity augurs well for the sta-
bility of the business."
New Picture Starring Fox
In Production by Century
Johnny Fox is working on a new Cen-
tury comedy entitled "Vanilla and Choc-
olate," in which he is supported by
Snowball, the little colored boy who has
appeared in various productions.
Fox's latest publication is "Short
Weight," in which Brownie, the Century
dog, plays an important part. It was
directed by Alf Gonlding.
Johnny Walker Latest
to Join Stellar Ranks
At R.-C. Plant on Coast
Johnny Walker, known to thousands
since his work in "Over The Hill," is the
latest star to be added to the rapidly-
growing R-C
production forces.
Mr Walker will
produce a series
of six features at
the R-C Studios
in Los Angeles.
Production will
be started within
a short time. '
Mr. Walker's
director will be
announced in a
short time. The
stories for the
new series will be
selected jointlv
by the R-C seen- Johnn>' Waiker
ario staff and Mr. Walker, who has a
practical knowledge of exploitation and
showmanship. No definite type of pic-
ture has been decided upon and the
stories will be selected with an eye to
their exploitation possibilities as well as
their dramatic qualities.
Mr. Walker won immediate fame after
his performance as "the black sheep" in
"Over the Hill." He was immediately
acclaimed as one of the most likeable
personalities on the screen. Mr. Walker,
before entering motion picture work, was
a well known stock and musical comedy
player, being responsible for "Bachelor
Apartments" and "The Hand of Desire."
Schulberg Announces
New Series of Films
Al Lichtman to Distribute
Product as Preferred
Picture Specials
B. P. Schulberg announces a series of
new specials, to be known as Preferred
Pictures Specials. The first of the spe-
cials will be an original story entitled
"Rich Men's Wives," by Agnes Chris-
tine Johnson and Frank Dazey. The
cast for this production is now being
assembled.
Direction by Gasnier
Gasnier will direct the picture, which
will be made in Los Angeles.
Besides "Rich Men's Wives," Pre-
ferred Pictures Specials will include
"Ching Ching Chinaman" and "Are You
a Failure?" The former is by Wilbur
Daniel Steele. "Are You a Failure?" is
by Larry Evans.
Lichtman Company Distributors
Arthur H. Jacobs, who has been asso-
ciated with Mr. Schulberg as production
manager of Preferred Pictures, will su-
pervise the new productions.
The Preferred Pictures Specials will be
published through the Al. Lichtman Dis-
tributing Company, the formation of
which was recently announced.
Post Again Has Dual Role
In Next Tully Production
Guy Bates Post's next vehicle,, like his
last, calls for the portrayal of a dual
role. Production work on "Omar, the
Trntmakcr," has been started by Richard
Walton Tully, with James Young direct-
ing. The initial Post-Tully picture, "The
Misqucradcr," will be distributed ,by
^irst National in early fall.
Loew N. Y. Houses
Play Moore Special
"Reported Missing" Booked
in Practically All Big
Cities of Country
Following its return Broadway en-
gagement at Loew's State theatre the
Sclznick feature "Reported Missing" will 1
be shown throughout the Loew theatres
in Greater New York. The picture
originally opened at the Criterion on
Broadway and about a month later
Marcus Loew brought the comedy-
drama back to Times Square for four
days at the State theatre. The two im-
portant playhouses are only a block
apart.
Has Wide Booking
Since its initial presentation on April
23 "Reported Missing" has been ex-
hibited in practically every big city in
the country, and in large centers where it
has not already been screened play-dates
have been arranged.
Praised by Governor
In a letter to J. S. Woody, general
manager of Select, Governor Henry J.
Allen of Kansas after seeing the film
wrote:
"While visiting Kansas City, was ex-
tended the courtesy of being a guest at
a private screening of 'Reported Miss-
ing.' Allow me to congratulate your
company for giving the public such won-
derful entertainment as I thoroughly en-
joyed every minute of this picture. Give
us some more clean, enjoyable pictures
of this type."
"U" Announces Prizes
In "Robinson Crusoe"
Exploitation Contest
Prizes have been awarded by Universal
in its $7,000 prize exploitation contest on
"The Adventures of Robinson Crusoe"
A. P. Desormeaux of the Strand theatre,
Madison, Wis., won first prize of $450;
second prize, $300, won by Al Hamilton,
Palace theatre, South Norwalk, Conn.;
third prize, $200, won by J. S. Wood-
house, United theatre Alhambra, Cal.
Stipulation was made that the original
awards would be made in each case of a
tie.
Honorable mention was awarded
Harry Holland, Bishop theatre, Bishop,
Cal.; Otto L. Meister, Whitehouse, Mil-
waukee; Max Marcus, U. S., Cleveland,
O.; A. T. Simmons, Dome, Akron, O.;
D. L. Suddath, Amusu, Natchitoches, La.
The contest contemplates the awarding
of four prizes of $50 each week during
April, May, June and July. Three
major prizes are awarded each month.
Four Christie Stars in
Two New June Comedies
Robby Vernon and Charlotte Stevens,
and Ncal Rurns and Vera Stcadman are
featured respectively in the two new
Christie comedies which are published
during the month of June through Edu-
cational exchanges. With one more com-
edy featuring Dorothy Dcvore for July
publication, the present series of twenty-
four pictures will be completed.
"A Hickory Hick" is the title of the
Bobby Vernon picture directed by Harold
Beaudine from the story by Robert Hall.
"Bucking Broadway," published June
18, is the other comedy.
June 17, 1922
EXHIBITORS HERALD
Aerial view of portion of mammoth set.
Scenes from
"Douglas Fairbanks in
R.Ot)in Hood Fairbanks as the picturesque bandit in
"Robin Hood."
forthcoming United Artists Special
Big set under construction. In the great hall of the castle.
56
EXHIBITORS HERALD
June 17, 1922
Whitman Bennett to Produce Five
Special Pictures for Open Market
Not less than five special productions,
four of them starring Betty Blythe, will
be produced by Whitman Bennett during
the next season for the open market. The
producer makes public his new policy
in the following excejrpt from a state-
ment just issued:
"My decision to test the open market
is the result of careful and patient analy-
sis. Up to date I am only half con-
vinced that the buyers are serious in
their oft-repeated demands for a regu-
lar supply of better pictures, but I am
going to take them at their word for the
moment and find out. To remain defi-
nitely in the open market, I must be
convinced that the local distributors are
not only good business men but good
showmen — that they will get the right
bookings and give my star the right
advertising."
Declines National Offers
According to Mr. Bennett he has de-
clined a number of big offers for distri-
bution of his product through national
exchange systems.
Mr. Bennett, who only recently ex-
tended his production activities, will pro-
duce the Betty Blythe pictures under the
company name, B. B. Productions, Inc.
The fifth feature to be made will have
an all-star cast to be announced later.
The Blythe pictures, Mr. Bennett
states, will be produced on an elaborate
scale, all having been financed in ad-
vance on a liberal basis. This, Mr. Ben-
nett expects, will enable him to give
the open market "more important pro-
ductions than it has heretofore averaged."
Forecasts Business Revival
Mr. Bennett believes that August will
see a widespread business revival, and
he is of the opinion that this fall will be
better than ever before in the history of
the industry.
The Blythe pictures will be built
around metropolitan life, the first, "How
Women Love," having the Metropolitan
Opera House for its background. Ken-
neth Webb will direct at the Whitman
Bennett studio in Yonkers. Dorothy
Farnum prepared the scenario from the
story, "A Dangerous Inheritance," by
Izola Forrester. The second publica-
tion will be "The Idol of the Rich."
Has Special Value
"I feel that Miss Blythe has a special
value and a special opportunity, "-.says
Mr. Bennett, "not -only because of her
beauty and talent, but because all the
other stars of the same general type ana
calibre have for one reason or another,
retired from the screen. Pauline Fred-
erick and Petrova are both back on the
stage, and Farrar has also abandoned
pictures. In offering Miss Blythe to the
open market I feel that I am not trying
to force something on buyers or exhibi-
tors, but am truly and positively supply-
ing a type of entertainment that has al-
ways been in demand and always will
be in demand — luxurious, heart-interest
melodrama with a genuine emotional star
as the focus of interest.
"The fact that I am offering pictures
to the open market does not mean that
1 have ceased producing for national
distributors. The contrary is the case."
Starts Production on Her
First Seven Reel Picture
Constance Talmadge has launched
production on her initial seven reel fea-
ture for First National. In "East Is
West" the star departs from the light
comedy type of picture in which she has
been so successful. This story of the
Occident and Orient gives Miss Tal-
madge a dramatic and emotional role,
and in all probability her producer,
Joseph M. Schenck, will choose vehicles
of this type for her future productions.
Will Play "Retribution"
Lou Rogers, of Rialto Films, Inc., will
present at Park theatre, 59th Street and
Columbus Circle, New York City, on
June 5, for the first time in America the
six reel feature picture. "Retribution," or
the story of Lucretia Borgia.
Louise Fazenda Will
Play in White Films
Others Signed by Producer for
Series of Mermaid
Comedies
A comprehensive program of produc-
tion has been outlined by Jack White for
his new series of twelve Mermaid come-
dies for distribu-
tion through
Education Film
Exchanges, Inc.
Lloyd Hamil-
ton, whose work
in Mermaid
comedies during
the past two
years has in-
creased his popu-
larity, will remain
on the stellar
roster of the or-
ganization, which
produces at Unit-
ed Studios.
Louise Fa-
zenda, who appeared in
comedies for Educational
Louise Fazenda
three Punch
after several
years of successful work with Mack Sen-
nett, will be one
of the bright
lights in the new
series of Mer-
maids. She was
signed by Mr.
White during his
recent sojourn in
New York.
Lige C o n 1 e y
will continue in
Jack White pic-
tures, as will Eli-
nor Lynn and
Jack Lloyd. In
the last few Mer-
maid comedies,
Conley has had
featured roles. It is probable that Miss
Fazenda and Conley will appear together.
Three or four units probably will be
making Mermaid comedies, with Mr.
White supervising all. Additional space
has been taken over at United to facili-
tate production. E. H. Allen is Mr.
White's general manager.
Commenting on the work of Hamilton,
President E. W. Hammons of Educa-
tional said: "We look for the biggest
year in the career of this young comedy
genius in 1922-23."
Jack White
Paramount Pictures and
Stars Popular in Brazil
Sweeping victories for Paramount were
recorded in every classification of a con-
test conducted by Paratodos, a leading
motion picture magazine in Rio de
Janeiro, Brazil, to determine the most
popular screen stars, the best liked pic-
tures and the most popular brand of
pictures in Brazil, according to advices
received J>y E. E. Shauer manager of
Famous Players-Lasky foreign depart-
ment.
In the contest to determine the most
popular producing organization Para-
mount won by a vote of 1,799 to 475 for
the runner up. The most popular woman
star in Brazil is Gloria Swanson. Thomas
Meighan was an easy winner in the male
division.
RICHARD BARTHELMESS in a scene from his third independent production
"Sonny." adapted from George V. Hobart's play. First National is distributing it.
Latta Sells Two Houses
S. G. Latta of Fergus Falls, Minn.,
has disposed of the Lyric and Cozy the-
atres. He will be out of the theatre busi-
ness temporarily.
June 17. 1922
EXHIBITORS HERALD
57
PATRICIA PALMER, who has formed
her own company to be known as In-
dependent Producers, Los Angeles.
Big Sale Predicted
On "Curse of Drink"
Wide Interest Indicated in
Weber & North Product:
Territories Sold
That "The Curse of Drink," being
handled by Weber & North, 1600 Broad-
way, New York, will enjoy 100 per cent
domestic sales in record time is the pre-
diction of officials of the firm.
Many prominent exchangemen have
visited the offices of the company re-
cently with a view to buying territorial
rights on the special and it is announced
that a number of .territories already have
been sold.
From Blaney's Melodrama
The picture is in six reels and was
produced by Jos. M. Shear under the
direction of Harry O. Hoyt. It is
adapted from Charles E. Blaney's well
known melodrama. It has nothing to
do with prohibition propaganda, it is
stated. The high spot of the picture is
a romance between a stenographer and a
millionaire's son through which are in-
terwoven rural comedy, family senti-
ment and a thrill in the form of a run-
away train.
Has Star Cast
There are five stars in the production's
cast: Harry T. Morey. George Fawcett,
Edmund Breese. Marguerite Clayton and
little Mariam Batista.
The "wet" spot in the picture comes
in only where the father of a humble
family is tempted to taste liquor as a
ruse in a scheme of a jilted lover who
believes he can eliminate his rival for
the hand of a girl by ruining her father.
The trick does not work, however.
Howard Assembles Cast
William K. Howard has assembled a
special cast for "Deserted at the Altar."
which Phil Goldstone is producing. Mr.
Goldstone states he has received many
inquiries from state right buyers since
his initial announcement of the produc-
tion of this stage play.
"In the Name of the Law," R-C
Special, Will Open on Broadway
General Publication Is Announced for Early Fall
by Company — Policemen of Country to Aid
in Putting Over Attraction
Acclaimed as its biggest production
since "Kismet," R-C Pictures Corpora-
tion this week makes its first public an-
nouncement of "In the Name of the
Law," an Emory Johnson production,
which will be published as a fall special,
following a first run in a Broadway the-
atre. "In the Name of the Law" origin-
ally was titled "The Midnight Call," and
was purchased by P. A. Powers immedi-
ately after he acquired a controlling in-
terest in R-C Pictures.
Because of the confidence of R-C Pic-
tures in "In the Name of the Law," it has
decided to afford this picture a Broadway
run and for the first time in its history
the George M. Cohan theatre will show
a motion picture. The R-C Production
will start its pre-season engagement in
that theatre early in July and will be
issued to exhibitors in early fall. Nego-
tiations for the Broadway run were car-
ried on with Max Spiegel, who has just
taken the George M. Cohan theatre under
his control.
All Star Cast in Film
"In the Name of the Law" is an all-
star production with a cast including
Johnnie Walker, Ralph Lewis, Ella Hall
and Claire McDowell, as well as Master
Bennie Alexander, Josephine Adair,
Johnny Thompson and Jean Adair. The
story revolves around the simple home
life of the middle class American family
and is developed with tremendous pathos
and heart interest.
It is the human, sincere qualities of
this story which have convinced R-C
Pictures that the picture will prove to
be one of the biggest successes of the
forthcoming season. It has been com-
mented upon by all who have seen it as
being exactly the type of picture now in
demand.
Cop Is Central Figure
"In the Name of the Law" is from a
story by Emilie Johnson. It is one of
the few pictures which has shown the
American policeman in his true light. It
is not propaganda of any sort, but instead
of treating the policeman as a brow
beater or as a grotesque clown, it shows
his human qualities. The plot centers
largely about the efforts of this police-
man, twenty-five years on the force, to
save enough to own his own home.
When the big moment comes when at
last he may call his little cottage his
own, he is forced to choose between his
lifelong ambition and saving an elder
son from disgrace. The climax is a
court room scene, one of the most elab-
orate ever pictured on the screen, when
one boy, a recent graduate from law
school, defends his brother against the
charge of murder. The love interest Is
supplied by Johnnie Walker and Ella
Hall. It was largely because of his ex-
cellent work in this picture that R-C
embraced the opportunity of adding
Walker to its rapidly growing list of
stars.
Tie-ups Being Arranged
The R-C exploitation and advertising
department has been concentrating for
some time on preparing suitable ma-
terial for this picture. R-C is now in
possession of more than one hundred
letters of commendation from police
chiefs throughout the country, all of
whom have said they will give their per-
sonal support to this picture, as one of
the very few which has ever shown the
American policeman in his true light.
Under tentative plans tie-ups of various
sorts will be arranged with the police
forces.
Fawcett Selected for
Special Cast in Next
Cecil DeMille Picture
George Fawcett is the latest addition
to the roster of prominent players ap-
pearing in Cecil B. DeMille's produc-
t i o n of "Man-
v>4 ->
slaughter." The
noted character
actor has been
cast in the role of
the judge.
Thomas Meigh-
an, Leatrice Joy,
Lois Wilson,
John M i 1 1 e r n,
Jack Mower,
Julia F a y e,
E d y t h e Chap-
man, Dorothy
Cumming, C a s-
s o n Ferguson,
James Neill,
Mickey Moore,
Sylvia Ashton and "Teddy", are the prin-
cipals previously chosen by Mr. DeMille
for the presentation of Jeanie Mac-
pherson's adaptation of Alice Duer
Miller's story. The picture, now in pro-
duction, is scheduled for autumn publica-
tion by Paramount.
George Fawcett's most recent screen
efforts have been in George Fitzmaurice.
productions. He is also cast in the role
of Eph Holbrook in "The Old Home-
stead," which James Cruze is directing.
George Fawcett
ALICE CALHOUN in her latest Vita-
graph picture "The Girl In His Room."
58
EXHIBITORS HERALD
June 17, 1922
DOROTHY DALTON in a scene from "The Woman Who Walked Alone," a George
MelJord production, distributed by Paramount.
"A. E." Officials Tour Country to
Plan Distribution on Lloyd Special
Starting in different directions, and
each with a different itinerary before
him, J. C. Ragland, secretary, and W. B.
Frank, general sales manager, of Asso-
ciated Exhibitors, have left New York
City for extensive tours of the country.
Their trips are being made in connection
with the distribution plans for "Grand-
ma's Boy," Harold Lloyd's first five-part
picture, which is now having its world's
premiere at the Symphony theatre, Los
Angeles.
Enthusiastic reports from exhibitors
who have seen this most ambitious of
Lloyd offerings have resulted in an
avalanche of demands upon Associated
Spiritism Angle
in "Borderland"
Do the dead return? Is there
such a thing as persistence of per-
sonality extending into the next
life and sufficient to attract back to
their familiar earthly haunts the
ones gone before? In a sense this
question is said to be affirmatively
answered by "Borderland," a re-
cently completed Paramount pic-
ture by Beulah Marie Dix, in which
Agnes Ayres has the stellar role.
The story, called strange yet
beautiful in theme, is calculated to
appeal to all classes regardless of
whether they believe or not in the
subject of spirit return.
Paul Powell, who directed the
picture, explains that it is in no
sense a ghost story, nor yet a
spiritualistic tale. It is more on
the order of "The Return of Peter
Grim" or "Liliom."
Exhibitors offices for bookings. Show-
men throughout the country have coupled
their offers with suggestions of runs ex-
tending beyond the period ordinarily set
for any attraction.
To Talk With Exhibitors
Because of the magnitude of the pro-
duction and the unanimity with which
leading exhibitors are seeking bookings,
President Arthur S. Kane of Associated,
after a series of conferences with his ex-
ecutives and members of the field staff,
decided that arrangements could best be
perfected following face-to-face talks with
big theatre owners and managers. Hence
the decision for Mr. Ragland and Mr.
Frank to make tours of the country, with
personal meetings with exhibitors. Each
of these tours will occupy several weeks.
On his trip Mr. Ragland will visit in
the following order: Philadelphia, Balti-
more, Washington, Richmond, Charlotte,
Atlanta, Birmingham, Memphis, New Or-
leans, Dallas, Oklahoma City, Kansas
City, Omaha, Des Moines, Chicago,
Springfield, 111., St. Louis, Louisville,
Cincinnati, Cleveland and Pittsburgh.
Frank Touring East
Mr. Frank's itinerary will take him to
Boston, Albany, Buffalo, Cleveland, De-
troit, Indianapolis, Chicago, Milwaukee
and Minneapolis.
In each center of pomilation Mr. Rag-
land and Mr. Frank will hear at first hand
the demands of that particular locality
and will be enabled to weigh the respec-
tive claims of exhibitors in their rivalry
to obtain first-run showings of the Lloyd
feature. Mr. Kane is convinced that the
spirit of cooperation which will thus be
fostered will result not only in the per-
fection of the most equitable arrange-
ments which can be made but will make
also for an understanding of permanent
value.
Goldwyn Announces
New Season Films
Many Photoplays Completed;
Others in Production at
Culver City
With plans for the new season nearing
completion, Goldwyn Pictures Corpora-
tion is assured of a continuous supply of
stories to be made into motion pictures.
Among the photoplays which it will
publish early in the approaching season,
Goldwyn lists the following productions,
many of which have already been com-
pleted, with others now being photo-
graphed at Culver City:
"Hungry Hearts," a story of New
York's East side immigrants taken from
Anzia Yezierska's book of stories bearing
the same title. It was directed by E.
Mason Hopper. The cast includes Rose
Rosanova, E. A. Warren, Bryant Wash-
burn, Helen Ferguson, George Siegmann,
A. Budin, Kate Lester and others.
Story a Prize Winner
"Broken Chains," a $10,000 prize win-
ning scenario, directed by Allen Holubar
with Colleen Moore, Beryl Mercer, Claire
Windsor, Ernest Terrance, James Marcus
and William Orlamond in the cast.
"The Christian," from Sir Hall Caine's
novel, now being directed in England by
Maurice Tourneur with Richard Dix, Mae
Busch and Phillis Haver in the cast.
"Captain Blackbird," by Carey Wilson,
an R. A. Walsh's production for Gold-
wyn.
"The Sin Flood," a screen adaptation
of Henning Berger's story, "Synda-
floden," directed by Frank Lloyd and
with a cast composed of Helen Chadwick,
Richard Dix, James Kirkwood, Ralph
Lewis and many others.
"Remembrance," a new story written and
directed by Rupert Hughes. In the cast
are Claude Gillingwater, Kate Lester,
Cullen Landis and Patsy Ruth Miller.
"The Bitterness of Sweets," another
Rupert Hughes picture, containing in its
cast Colleen Moore, Antonio Moreno,
Earl Metcalfe, William Orlamond and
others.
"A Blind Bargain," from a story by
Barry Pain, directed by Wallace Worsley
and featuring Lon Chaney and Jacqueline
Logan.
"Brothers Under Their Skins," by
Peter B. Kyne, directed by E. Mason
Hopper and containing in the cast Helene
Chadwick, Pat O'Malley, Claire Windsor,
Mae Busch and Norman Kerry.
Able Directors on Staff
Best possible treatment of these themes
is assured by the Goldwyn directorial
staff which includes Marshall Neilan,
Rupert Hughes, Maurice Tourneur, R. A.
Walsh, Allen Holubar and E. Mason
Hopper.
Marmont Heads Cast in
Fox's "If Winter Comes"
William Fox announces the selection
of Percy Marmont, well known English
actor, for the portrayal of Mark Sabre,
the hero character in "If Winter Comes,"
which Fox Film Corporation will film in
the near future.
Mr. Marmont has left for London,
where conferences will be held with Mr.
Fox and A. S. N. Hutchinson, author of
the novel, and work will begin immedi-
ately thereafter, under the direction of
Harry Millarde.
June 17, 1922
EXHIBITORS HERALD
59
Educational Prepares Forceful Aids
On Series of Sherlock Holmes
Goodman Special Is
Scheduled for Fall
Equity Says "What's Wrong
With the Women" Is Its
Biggest Publication
Daniel Carson Goodman announces the
completion of his latest production,
"What's Wrong With the Women."
which will be published by Equity Pic-
tures in the Fall on the state right mar-
ket. "What's Wrong With the Women."
was produced at the Biograph studios in
New York with an all-star cast.
Is Principal Publication
"What's Wrong With the Women"
will be Equity's biggest fall publication.
For a long time enjoying the prestige of
being among the leaders in the inde-
pendent field, Equity has established a
reputation for consistently issuing a high
class and successful grade of independent
pictures, and in selecting this latest
Goodman production as its big fall spe-
cial, it expects to fully live up to its
previous record.
Some of Mr. Goodman's previous suc-
cesses were "The Battle of the Sexes"
and "Thoughtless Women." He is the
author as well as the producer of "What's
Wrong With the Women," which is built
upon a timely theme certain to create
audience interest, states Equity.
Wilton Lackay in Cast
"What's Wrong With the Women"
was made under the direction of R.
William Neil. Its cast includes such
popular favorites as Wilton Lackay,
Barbara Castleton, Huntley Gordon,
Julia Swayne Gordon, Montague Love,
Rod La Roque, Hedda Hopper, and
Constance Bennett. It is described as a
society drama with tremendous sets.
New Priscilla Dean Film
Now Being Cut and Titled
"Under Two Flags," the Universal-
Jewell production of Ouida's novel, is
approaching completion at Universal
City. The large production unit headed
by Ted Browning rapidly is nearing the
final "shot" in the making of the film
drama. Priscilla Dean, who plays the
role of "Cigarette," the half-wild heroine
of the story, asserts it is by far the best
thing she has done for the screen.
In order to speed up production on the
picture, and get it ready for early pub-
lication editing was started more than a
week ago.
Near Completion of First
. Housman Starring Comedy
According to an announcement by
Herbert L. Steiner, who is producing a
series of comedies featuring Arthur
Housman, the first one, "The Snitching
Hour," is rapidly nearing completion.
It will be published early in August
through Clark-Cornelius Corporation.
The cast includes Gladys Leslie, Nita
Naldi, Frank Currier, George Lesly and
Mario Carillo.
Advertising Drive in
Post Planned by "U"
Universal has decided upon a Satur-
day Evening Post campaign. Elaborate
plans have been made to provide a cam-
paign which will be novel as well as
informative. In this respect it will not
be institutional. Its main purpose is to
inform readers about the big Jewell pic-
tures that are now ready to be shown
m the Exchanges.
A large number of forceful exploitation
helps have been announced by Educa-
tional Film Exchanges, Inc., for the series
of two-reel pictures on "The Adventures
of Sherlock Holmes," of which the first,
"The Devil's Foot," has just been pub-
lished.
A press sheet considerably larger than
those usually prepared on Educational's
two-reel subjects, has been prepared on
"The Devil's Foot."
Each Story in Itself
"The Adventures of Sherlock Holmes"
do not constitute a serial. Each picture
puts onto the screen complete one of
Conan Doyle's original Sherlock Holmes
stories. It does not depend on other pic-
tures of the series for interest. But with
the same stars in the cast of each picture,
and with all of them based on Conan
Doyle's stories about Sherlock Holmes,
most ideas for exploitation may be
worked out successfully on any picture of
the series.
Each press sheet will contain a synop-
sis in story form. Exhibitors may take
this story to the editor of their news-
paper and, by having all except the last
200 to 250 words printed and offering a
prize such as a season pass to the theatre
for the best completion of the story, may
work up keen interest in the pictures.
One-Sheets Available
A stock one-sheet poster presenting an
artistic interpretation of the character of
Sherlock Holmes, is available for an-
nouncing any picture of the series, in
addition to the regular one-sheet and
three-sheet on each picture.
Many novelties have been prepared
which will be especially attractive to chil-
dren. These include a complete Sherlock
Holmes disguise, printed in colors, to be
cut out from a large sheet. On this big
sheet is a space for the theatre to an-
nounce the date of the next showing and
on the visor of the cap is another space
for the name of the theatre.
Offers Detective Badge
A detective badge will be another at-
traction for children. Snipes one-sixth
the size of a one-sheet, bearing different
messages such as "Who Is the World's
Greatest Detective?— Sherlock Holmes";
"Sherlock Holmes Is Coming in Motion
Pictures," etc., may be sniped about the
neighborhood of the theatre.
These exploitation helps and other sug-
gestions are being detailed in Education-
al's advertising pages.
So great has been the demand for these
pictures that it was necessary to rush
prints and accessories on the first picture,
"The Devil's Foot," to provide for a num-
ber of pre-release showings in the big-
gest cities of the country.
Comedies Must Be Clean
Declares Roach in Talk
To Members of His Staff
"If you cannot make comedies clean,
don't make them at all." That was Hal
Roach's statement at the conference held
at the Roach Studios, Culver City, Cal.,
recently, to which he had summoned the
members of his production and technical
staff. These included directors and sce-
nario writers. Present also were Harold
Lloyd. "Snub" Pollard and "Jimmy"
Parrott.
Primarily, the conference was called to
discuss the comedy situation and to make
plans for Fall pictures.
"I would rather," said Mr. Roach at
this conference, "that a thousand persons
be disappointed by a comedy that is poor
because of a lack of laughs than to have
any one person offended by a question-
able bit of business. The confidence of
the general public is worth more to me
than the following of the handful of those
who crave the risque."
MARY CARR in a scene from "Silver Wings," a new Fox production, directed by
Edwin Carewe and Jack Ford, with a "mother love" theme.
60
EXHIBITORS HERALD
June 17, 1922
"Nanook of North"
To Open at Capitol
Much Interest Aroused in
Broadway Premiere of
New Pathe Film
Leaders of New York society and
people prominently associated with ex-
ploration and all forms of life in the
open will form part of the audience at
the premiere at the Capitol theatre. New
York City of Pathe's picture of the
arctics, "Nanook of the North," on June
It. S. L. Rothafel, managing director
of the Capitol and Pathe have united in
preparations to make the occasion
worthv of the introduction to the Ameri-
can "public of Explorer Robert J.
Flaherty's unique and dramatic photo-
play.
Many Societies Interested
Owing to Mr. Flaherty's distinguished
position in the Geographical Society as
an authority on the natives of the frozen
regions of the North and the conditions
in which they live, "Nanook of the
North" has aroused much interest among
members of the Geographical Society
and allied organizations. Their mem-
bers have been personally notified of the
Capitol showing. Besides the American
Geographical Society, the Canadian Club,
the Explorers' Club and the Camp Fire
Club membership have also been -inter-
ested in the initial presentation. New
York society is expected to be present
in large numbers.
Make Big Lobby Display
During the opening week of "Nanook
of the North" the Capitol theatre's foyer
and lobbies will be converted into a
veritable museum of the actual imple-
ments and utensils, for hunting and for
domestic life, used bv the picture's hero
the mighty Eskimo hunter Nanook and
his familv. His skin-covered "Kayak'
or boat, his dog-drawn sled, snowshoes.
harpoons, fishing tackle, dog harness,
seal-skin waterproof boots, and costumes
for himself and the women and children,
besides knives made of walrus ivory,
stone lamps and pots for use in the
"Igloo" and a great variety of smaller
native curios, including graphic native
Eskimo drawings of events in their
everyday life will be on display.
Schools Ask to Show
"Silas Marner" Film
A request that "Silas Marner" be
shown in the public schools of Newark,
N. J., after it has completed Its theatre
run has been received by Associated Ex-
hibitors. A letter from A. G. Balcom,
assistant superintendent of schools reads.
"When 'Silas Marner' has passed the
stage of theatrical use, I shall want to
use it quite extensively in the Newark
schools, and for my community service
at New Providence. The film has a de-
cided value in the class room."
Plans More Elaborate
Stahl Films in Future
Louis B. Mayer, sponsoring John M.
Stahl productions, is planning to stage
these pictures in the future on a more
elaborate scale than in the past. The
director-producer is now working on
"The Dangerous Age," with Lewis Stone
heading an all-star cast. Heart interest
is the outstanding clement in this picture.
During his recent trip East. Mr. Mayer
obtained the rights on a big dramatic
play and three strong novels for produc-
tion at his studio.
JACKIE COOGAN as he will appear in
"Oliver Twist," now being produced
on the Coast.
Four Films Ready by
New Producing Firm
O'Connor Productions to
Make Twenty-Six Two
Reel Comedies
Four of the series of twenty-six two-
reel comedies starring Billy Franey and
being produced by the newly formed
O'Connor Productions, have been com-
pleted. They are in order of publication.
"No Brains," "Highly Polished," "Peaces
and Pieces," and "Hot and Cold."
The entire series of productions will
be published under a "direct sales" plan.
The comedies will be issued direct from
the company's plant in Hollywood. Gale
Henry, Vera Reynolds, and Edna Grey
will comprise the principal support of
Franey in the pictures.
Samuels Heads Sales
F. E. Samuels, well known in the state
right field, is sales manager of the
newly perfected organization.
"We can produce better comedies, give
them wider exploitation, and sell for less
money when we deal direct with the
state right exchanges," said Robert
O'Connor, chief executive of the firm in
explaining the direct sales method.
Open New York Offices
New York headquarters of O'connor
Productions have been opened at 220
West Forty-Second street. Sales Man-
ager Samuels will spend a month in the
eastern territory arranging for the per-
sonnel of the branch and other matters.
Reports that Independent Producers
Distributing Syndicate are selling the
Franey comedies arc denied in a state-
ment by Mr. O'Connor.
Brandt Plans Extensive
Advertising Campaign on
New C. B. C. Production
All the forces of C. B. C. Film Sales
Corporation are concentrating on the
preparation of a big exploitation cam-
paign to accompany "More to Be Pitied
Than Scorned," the feature based on the
Charles E. Blaney melodrama. Work on
the exploitation for this feature is under
way under the direction of Joe Brandt.
Plan Week's Drive
On "Sport Review"
Many Novelties Prepared by-
Weiss Brothers for
Campaign
As a climax to the exploitation cam-
paign fostered by Weiss Brothers Art-
class Pictures Corporation in behalf of
the "Sport Review," preparations are
now being made for a "Sport Review"
sales week. During this week, the date
of which will be announced later, Art-
class Pictures Corporation and Goldwyn
through which organization "Sport Re-
views" are published, will co operate m
a concentrated sales campaign.
Tie-up with Papers
An effort will be made to tie the sales
drive up with the various newspapers
which publish the Grantland Rice sport
column, inasmuch as Rice is the editor
of the film subjects. A special one sheet
will be prepared for the use of exhibitors
during this week. This one sheet will
carry reading matter aimed directly at
the public and urging them to see their
favorite sport champions and their pet
summer sports as picturized in the vari-
ous single reel issues.
Sport Guide for Patrons
To further promote "Sport Review"
sales week, a small book will be pre-
pared in the form of a combination book-
ing record and sport almanac. This book
will provide space for exhibiting memo-
randums, giving a complete list of vari-
ous "Sport Reviews" titles and at the
same time furnishing complete record of
sporting events and schedules, includ-
ing baseball, boxing, racing, golfing,
swimming, etc. The booklet will be
supplied in quantities to exhibitors for
the purpose of distribution to their
patrons during "Sport Review" week. A
special slide will also be prepared to be
used by the exhibitor in advance of the
drive.
It is believed that this is the first time
a sales drive has been made in behalf
of a single reel film. During this mid-
summer drive an effort will be made to
have exhibitors show one "Sport Re-
view" each day where their change of
program permits, and in the case of first
run theatres, two "Sport Reviews" dur-
ing the week.
Brannon Gets Rights on
Selig Serial in Six States
Export & Import Film Company, Inc.,
world distributor of the Selig prod-
uct, has just closed a contract which dis-
poses of the entire Southern rights of
"The Jungle Goddess," to Eltabran Film
Company. Thomas Brannon is president.
Mr. Brannon's company has offices in
Atlanta and Charlotte and will distribute
the. fifteen episode serial in Georgia,
Florida, Alabama, North and South
Carolina and Tennessee. Specialty Films
has obtained the serial for the Southwest-
ern territory.
Alan Crosland to Direct
New Cosmopolitan Film
Alan Crosland has been engaged by
Cosmopolitan Productions to direct
"The Face in the Fog." The scenario
has been adapted by John Lynch.
'The Face in the Fog" was written
by Jack Boyle, and appeared as a short
story in Cosmopolitan Magazine.
Something to Read
Each week the HERALD pub-
Ushes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 59
This theatre is your theatre. It
gives you the cleanest and best en-
tertainment obtainable. It willingly
aids any movement for civic bet-
terment. It believes in its patrons
and is desirous of fulfilling their
wants. It solicits advice from a
majority of its patrons in legisla-
tive matters affecting the theatre,
for laws that strike at the theatre
interfere with your individual lib-
erty.
Reformer Is Your Competitor;
Advertise and Defeat His Aims
Advertising is a paramount factor in successful theatre operation. It
is one means of encouraging steady patronage in the face of strong com-
petition. Every wise exhibitor knows that to discontinue advertising
would be playing into the hands of his competitor.
Despite their knowledge of the value of advertising, many exhibitors
are overlooking its possibilities in connection with the fight which must be
.vaged against the reformers.
The reformer is a competitor of the
,heatre. He wins a stronger hold on pub-
ic ppinion the moment the theatre ceases
o disseminate propaganda opposing the
>ppressive legislation sought by agitators
■hroughout the country.
The exhibitor who decides to let well
nough alone because at the moment he
5 not molested by reformers is in the
ame category with the theatre man who
iscontinues advertising after a few
acked houses.
Success is for the one who is the most
■onsistent advertiser. To date the re-
)rmer is in the lead. He will maintain
lat place so long as exhibitors assume
le attitude of letting well enough alone.
;'he reformer may not be perceptibly
:tive today in your locality, whereas to-
lorrow he may close your theatre on
<unday and thrust censorship upon you.
The exhibitor must be consistent in
s dissemination of propaganda, whether
t not the agitators are active. Each and
■'ery week you should publish in your
'ogram an editorial similar to the one
ipended, which appeared in the Chicago
\erald and Examiner:
» * *
Credits and Debits
"Motion pictures have opened to
■nillions new vistas of knowledge and
beauty.
"They have brought the glories of
an Alpine sunset, the mysterious
charm of the Orient, the cool feathery
waterfall — the multitudinous wonders
of nature — into the drab life of the
tenement dweller, the factory worker.
"They have provided countless
hours of laughter, of romance and ad-
venture for a great class of Amer-
icans who are otherwise unable to
afford the luxury of frequent enter-
tainment.
"They have given surcease from
toil, forgetfulness to the troubled
heart, courage to the despairing.
"The motion picture has given op-
portunity to millions to see the work
of great artists, to know many of the
best actors and actresses of the gen-
eration; and it will preserve to pos-
terity the histrionic art of this period.
"The motion picture industry has
played a noble, generous part in every
public charity. It has fed the orphan
of every land, and, during the war it
was the government's greatest prop-
agandist.
"How insignificant are its offenses
in the light of its achievements."
The Public Rights League considers
this one of the finest editorials published
about motion pictures. It should be read
by millions, and to make this possible
every exhibitor should reprint it in house
organs, programs and throwaways.
Don't be one of the exhibitors to say:
"I think I'll let well enough alone."
Use Discrimination in
Choosing Pictures for
Child, Catholics Urge
{Special to Eihibtiorj Herald)
ROCKFORD, ILL., June 6.— The sec-
ond annual convention of the Rockford
Diocesan National Catholic Welfare
Council adopted the following resolution
relative to motion pictures:
"As motion pictures have reached a
place in our national life in which they
can exert a powerful influence for good
or evil, and as children and the youth
are easily influenced by any visualized
impression, and as many of the films now
being shown are unfit for children to wit-
ness, and placing the responsibility where
it belongs, it is urged upon the parents
to exercise strict care over the kind and
number of pictures which the children
and minors shall be permitted to see."
Order Your Slides
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, III.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
Name
(Write name and address legibly)
Theatre
Street
City
62
EXHIBITORS HERALD
June 17, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement
Unsigned letters will not be
printed.
Just One Year Behind
OMAHA, NEB.— To the Editor: You
will have to pardon me for this epistle as
1 am again constrained to break into print
by something I saw in another trade paper
recently. .
Not long since I saw an article in the
said publication criticizing what I took to
be your "What the Picture Did for Me"
department, saying in substance that the
first-run houses did not report on the pic-
tures and only the neighborhood and small
town exhibitors were represented therein
and by the time their comments were
printed, the pictures were old and there-
fore the intelligence gleaned in this manner
was of little value.
Now, what follows struck me as in-
consistent, if not funny. The aforemen-
tioned trade paper of June 3, 1922, con-
tains a review of "The Girl in the Taxi,"
which we showed in our house so long ago
that we had almost forgotten about it and
it was getting a little musty then.
Now I ask of what benefit to anyone is
such a review this late day? Let those
who care, please answer.
We showed this picture November 24
and 25, 1921, and the criticism I am speak-
ing of was published in their issue which
contained the first dry statistics, which I
believe were compiled from your publica-
tion.— William H. Creal, Suburban thea-
tre, Omaha, Neb.
EDITOR'S NOTE— "The Girl in the Taxi,"
reviewed by an eastern trade paper June 3, 1922,
was reviewed in the Herald May 21, 1921. First
reports on this picture appeared in "What the
Picture Did for Me." June 11. 1921. The pic-
ture was listed in "The Box Office Record," pub-
lished March 1, 1922, and under it were repro-
duced exhibitor reports from all parts of the
country.
A Word for the Independents
MILES, TEX.— To the Editor: I have
read many letters in the Herald and en-
joyed them all. And I have spent many
hours looking over "What the Picture Did
for Me" and I am led to question: "Why
don't we have more?" I will answer for
myself; laziness or carelessness. This de-
partment is invaluable to an exhibitor, espe-
cially on serials and specials.
In bettering general conditions, I think
economy if practical all around would help
quite a bit. Taking advertising for in-
stance. Suppose 1,000 exhibitors run six
days and each week buy:
4 1-sheets @ 15 cents $ .60
2 3-sheets @ 45 cents 90
1 set of photos 100
1 slide 25
Total per day $2.75
This means $10.50 per week or $858 per
year for one exhibitor and $858,000 for one
thousand exhibitors. Much of this could
be saved. My one and three sheets are as
good after use as before. Yet, I must
burn them to get them out of my way.
Quite expensive, isn't it?
Now a few words about the independents,
if you will permit. They have blowed
much about what they would do for an
exhibitor needing help but I state frankly
that if it hadn't been for the inedpendent
exchanges, my house would have been
closed some time ago and my patrons say
they like the programs although they cost
me one-half what they are offered for by
producing concerns.
In my opinion, the independent is the
small town exhibitor's friend. — J. W.
Lumpkin, Cupid theatre, Miles, Tex.
For Truthful Posters
DE QUEEN. ARK. — To the Editor-
1 am enclosing copy oi letter to a film
exchange in regard to a comedy and a
poster. It seems to me it would be well
to publish this letter. I do not wish to
appear in the light of being a censor or
unjustly condemning a thing, but this is
one instance of such tremendous absurd-
ity I feel that the entire producer aggre-
gation should be advised that such stuff
is impossible. The comedy, "Betty's
Romeo," is one of the best and cleanest
comedies I have run in some time.
Arkansas Specialty Film Co.,
Little Rock, Ark.
Gentlemen :
I want you to get a one-sheet on the
comedy, "Betty's Romeo," spread it on
the floor and take a good look at it.
Then screen the comedy and write me
and say if you think the poster is in
any way suggestive of the action of the
comedy.
There is absolutely not a scene in this
comedy from which the scene on this
sheet could have been made and as it is
a very immodest pose of a bathing girl
I certainly can see no reason for using it.
I did not use it at all. Preferred my
patrons to believe there was no comedy
on the bill, to having this poster in my
lobby.
The comedy itself is splendid, not a
suggestive scene in it, and the subtitles
are extra good, so why try to make the
people think we have something vulgar
on? We will always have censorship
agitators so long as there are producers
with such coarse ideas as to what is
funny or entertaining.
The producer or artist who thinks a
scene like the one-sheet on this comedy
has any pulling power has another guess
coming. It has a driving power, it will
positively drive people away from the
theatre and make them believe that what
they read and hear about the rottenness
of the picture industry is correct.
There is a horse race, an automobile
spill and many other situations in this
comedy from which a poster could have
been made that would have some pulling
power, but instead they go out and make
a scene, I presume especially for a
poster, that is untrue to the picture and
that will drive patronage away. People
no longer tolerate immodest scenes in
pictures or on paper and they should try
to eliminate them.
I wish you would forward this letter
to the producer responsible for this
poster and comedy, with your own pro-
test against such practices. No doubt
they think this poster just the thing to
pack theatres with, and so long as ex-
hibitors and exchangemen don't advise
them of their error they will continue to
produce stuff with a driving power in-
stead of a pulling power. — A. L. Middle-
ton, manager, Grand theatre, De Queen,
Ark.
Jack London Novel Bought
For Universal Production
John C. Browncll, Universal scenario
chief, has bought the screen rights to
"The Abysmal Brute," one of Jack Lon-
don's stories. It will be prepared for
production within a few weeks, and prob-
ably will be published early in the Fall.
F-IL>I LAUGHS FROM
TOPICS THE
S ELECTED BY
TIMELY FILMS INC.
City Editor— Did you take down all the
speaker said?
Cub Reporter — No, but I have it all in
my head.
City Editor — Ah, I see you have it all in
a nutshell. — Portland Express.
* * *
"He speaks of my alabaster brow. I
don't understand him."
"He means your ivory dome, girlie." —
Judge.
* * *
May — This medicine surely makes your
eyes smart.
Ray — Oh, put some on my head! —
"Topics of the Day" Films.
* * *
"Sir, do you see anything ridiculous in
my wig?"
"Yes, your head."— New York Ez-sning
World.
* * *
Hub (at breakfast) — I've got a bad head
this morning.
Wife — I'm sorry, dear. I do hope you'll
be able to shake it off. — Pearson's Weekly.
* * *
Ray — If I were a doctor, I would spe-
cialize in bone surgery.
May — Well, you've certainly got a good
head for it. — "Topics of the Day" Films.
* * *
Clerk — Oh ! you're using the adding ma-
chine, aren't you?
Boss — Yes ! But you can have it in a min-
ute.
Clerk — Oh, never mind. I can use my
head.
Boss — The only thing you can use your
head for is an eraser. — Mutual Magazine.
* * *
Jones — I never know what to do with
my week-end.
Bones — Why not keep your hat on it —
American Boy.
* * *
"But why did the speaker make such
pointed remarks?"
"Had to, to get his meaning through their
heads, I suppose." — Vaudeville News.
Crosland to Direct New
Cosmopolitan Photoplay
Alan Crosland, who recently joined the
Cosmopolitan corps of directors, will
make "The Face in the Fog," a story by
Jack Boyle. The continuity is being
written by John Lynch, assisted by Jack
Boyle. The story is based on one
of the famous "Boston Blackie" stories
and ran in the Cosmopolitan Magazine.
The picture will be made at the Inter-
national Studios, 127th street and 2nd
avenue, New York.
Herbert L. Steiner to
Produce Own Pictures
Herbert L. Steiner, former production
manager for Lewis J. Selznick, has gone
into production on his own account and
plans to produce a series of five reel
comedies and comedy dramas featunng
Arthur Housman. The series will be
published by the Clark-Cornelius Corpo-
ration. „
The first will be "The Snitching Hour,
directed by Alan Crosland, from the orig-
inal story by Lewis Allen Browne. «
will be published soon.
June 17, 1922
EXHIBITORS HERALD
63
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this department.
It M a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me."' EXHIBITORS HERALD, 417 S. Dearborn St. Chicago.
First National
The Rosary, with a special cast. — Three
days to satisfied patrons. Pretty fair
business. Wonderful picture, in fact one
of the best we have had this year. Cast
perfect. — Fred A. Worrell, Strand the-
atre, Hastings, Xeb.
The Cave Girl, with Teddy Gerard. —
Absolutely nothing to it. No story.
Poor cast, and drags on for five reels.
The only feature is the outdoor shots
of the Yosemite Valley, which are really
beautiful. — F. W. Horrigan, McDonald
theatre, Philipsburg, Mont. — Mining
camp patronage.
Polly of the Follies, with Constance
Talmadge. — Good picture but poor
crowd. — E. W. Werner, Warwick thea-
tre, Kansas City, Mo.
Mamma's Affair, with Constance Tal-
madge.— Absolutely the poorest thing
we have shown in some time, and we
hate to say it about Connie's pictures
for she is a sure bet with us. But it
ceased to be funny right at the begin-
ning and gradually grew worse. — C. L.
German, Royal theatre, Bonner Springs.
Kan. — Small town patronage.
Bits of Life, a Marshall Xeilan pro-
duction.— Positively the poorest Xeilan
production we have ever played. Sev-
eral people walked out of the house. —
Giacoma Brothers, Crystal theatre.
Tombstone, Ariz. — General patronage.
The Silent Call, with Strongheart.—
One of the best. If you can get them in
it will please. Xeeds exploitation. Fair
business. — R. S. Wenger, Victory thea-
tre, Union City, Ind. — General patronage.
The Child Thou Gavest Me, with a
special cast. — One of the cleanest and
finest productions we have shown for a
long time. You learn to dearly love little
Headrick in this picture. Many fine com-
ments. Got this very reasonable yet
could not make any money on it. Times
must come better here or we'll close. —
Lindrud & Guettinger, Cochrane theatre,
Cochrane, Wis. — Xeighborhood patron-
age.
THE SILENT CALL, with Strong-
heart. — Now why don't someone get up
and rave! Well, alright, I will.
This is a picture that will make you
proud of the business you are in. If
your patrons are tired of society dramas,
get this and advertise it well. It is like
a breath of cool air on a hot day. (I
might add something about advance-
ment of screen art, etc., but I don't want
to make anyone shy of a splendid pic-
ture.)— Sudie Haney, Liberty theatre,
Des Moines, N. M.
Molly O, with Mabel Xormand. —
Good, but failed to draw. — Crosby Bros.,
Lily theatre, Buffalo, X. Y. — Xeighbor-
hood patronage.
Tol'able David, with Richard Barthel-
mess. — To begin with, the picture like
the title is just "tol*able." It deals with
back state folks and in some respects the
characterization is true to the life of such
people, no doubt. But there is one char-
acter that is the most overdrawn ever
attempted on the screen. Richard Bar-
thelmess shows up as an honest to good-
ness star. In spite of extra advertising
we had only average business two days.
— W. T. Brenner, Cozy theatre, Winches-
ter, Ind. — General patronage.
The Silent Call, with Strongheart. —
One of the finest we have ever shown.
All that exhibitors claim it to be. Dog a
wonder and has many Curwoods skinned
a mile. That's enough. — Lindrud & Guet-
tinger, Cochrane theatre, Cochrane, Wis.
— Xeighborhood patronage.
The Invisible Fear, with Anita Stewart.
— Good. Holds their attention to the
finish. — Crosby Brothers, Lily theatre,
Buffalo, X. Y. — Xeighborhood patronage.
The Sea Lion, with a special cast. —
Played to good crowds for a week's run,
due largely to popularity of the author.
— Samuel Harding, Doric theatre, Kansas
City, Mo.
Sowing the Wind, with Anita Stewart.
— Didn't see it, but from remarks it must
of been O. K. Average business. — G. F.
Rediske. Star theatre, Ryegate, Mont. —
Small town patronage.
The Branded Woman, with Xorma Tal-
madge.— Had several good comments on
this one. Xorma is well liked here and
this one was well received. — C. L. Ger-
man, Royal theatre, Bonner Springs, Kan.
— Small town patronage.
The Wonderful Thing, with Xorma
g-j : : : en • • 1 a- mae !::nnu:ir;;-ninr.;ninmn^
I Riglit. But I
The "Blues
Are Fading |
| Enclosed please find our sub- |
1 scription lor the "Herald," as j
I we do not want to miss a |
| single copy.
| The "Herald" is a big help |
1 to us, and I think every exhib- |
| itor should not be without it. j
1 Although everything is very |
| dull with us, we read the "Her- §
1 aid" and find that we are not |
| the only ones that are blue.
| COLLIER & BEDWELL, |
Midget theatre,
Pleasantville, Ind. |
Talmadge. — Personally did not care for
this picture. Many of the men walked
out. While the women praised it, the
story is too inconsistent, but well acted.
— A. R. Anderson, Orpheum theatre,
Twin Falls, Idaho. — Xeighborhood pat-
ronage.
The Kid, with Charles Chaplin.— If
your town has 1,000 population or over
this will stand two days. More business
the second than the first. It has the
drawing power you have wished for. —
W. J. Brooks, DeKalb theatre, Lithonia,
Ga. — Small town patronage.
MAN- WOMAN -MARRIAGE, an Allen
Holubar production. — This is a wonder-
ful picture, well worth showing. And,
having done so, you can feel that you
have given your audience their real
money's worth.
I invited the ministers, the principals
of the schools, and their wives, also dif-
ferent ones from the churches that don't
attend the show often, to view this, and
their praise was loud and long. There
was absolutely no room for complaint,
so they had to admit that "pictures are
wonderful things." If they won't come
otherwise, invite them to pictures like
this, and the worst objectors will yield.
— C. L. German, Royal theatre, Bonner
Springs, Kan.
Dangerous Business, with Constance
Talmadge. — This one will give your pa-
trons an hour of snappy entertainment.
Just when it seems that things are going
to be spicy, something happens and you
hear a hearty laugh from everyone in the
audience. Then you know you have
picked a winner. — J. F. Rees, Regal the-
atre, Wellsville, Mo. — Xeighborhood pat-
ronage.
The Girl in the Taxi, with Mr. and Mrs.
Carter DeHaven. — Good picture, but did
not make me any money. Failed to draw
them in. — W. E. Stepp, Regent theatre,
Pleasanton. Kan. — General patronage.
The Ten Dollar Raise, with a special
cast. — Xice clean interesting picture.
Failed to draw in spite of extra effort.
— F. E. Sabin, Majestic theatre, Eureka,
Mont. — Xeighborhood patronage.
Go and Get It, a Marshall Neilan pro-
duction.— A dandy picture with lots of
compliments. All said it was good. Not
much of a drawing name. Title poor.
Promise them anything. The picture will
back it up. Title all O. K. after they
see the picture. — J. W. Boatwright, Radio
theatre, Ozark, Mo. — Xeighborhood pat-
ronage.
Mamma's Affair, with Constance Tal-
madge.— Fine picture. Pleased 100 per
cent. Give us more like this. — W. E.
Stepp. Regent theatre, Pleasanton, Kan.
— General patronage.
The Sky Pilot, with a special cast. —
Extra good. — F. E. Sabin, Majestic the-
atre, Eureka, Mont. — Xeighborhood, pat-
ronage.
EXHIBITORS HERALD June 17, 1922
Fox
Very Truly Yours, with Shirley Mason.
— This was line. Had heart appeal, love
appeal and some comedy and went well
with my patrons. The world would
soon loose censors if all were like Shirley
Mason's pictures. Have paid nearly
three times as much for other Fox pro-
ductions that were a city block behind
this one of Shirley's— Mrs. W. H. Heifer,
Itasca theatre, Alice, Tex.— Small town
patronage.
Up and Going, with Tom Mix.—
Northwest M. P. story that pleases, al-
though they like a few more hair-raising
thrills when Tom's in it. Business good,
as it nearly always is with Mix.— W. Ray
Erne, Rialto theatre, Charlotte, Mich.—
Small town patronage.
Perjury, with William Farnum.— Far-
num does wonderful work in this and his
ability is appreciated. But the "heavy
sob" type as is this play never fails to
bring criticism, and receipts always fall
off for the following night or two— J. F.
Rees, Regal theatre, Wellsville, Mo.—
Neighborhood patronage.
Western Speed, with Charles Jones.—
Another good Western by Jones. It will
please where they like a Western. Book
it. W. T. Biggs, Unique theatre, Anita,
la. — Small town patronage.
A Stage Romance, with William Far-
num—Read lots of poor reports, but
found it very good. Farnum does not
draw for us. Besides, we pay too much
for him so therefore he always loses us
money.— Mrs. C. Turney, Miller theatre,
Bonistell, S. Dak.— Neighborhood pat-
ronage.
Chasing the Moon, with Tom Mix. —
Not up to Mix's standard. A wild, im-
possible story, with a lot of good funny
subtitles, and plenty of thrills for the
kids. I consider it the poorest of the
1922 series so far, and that isn't so bad.
For it's Tom Mix.— P. G. Vaughan, Royal
theatre, Lee's Summit, Mo. — Neighbor-
hood patronage.
Whatever She Wants, with Eileen
perCy. — Not up to her standard. Poor-
est picture we ever run here, but every-
one was pleased as I heard no kicking.
Eileen is a cute little star. — W. E. Stepp,
Regent theatre, Pleasanton, Kan. — Gen-
eral patronage.
Bucking the Line, with Maurice Flynn.
— Very good and should go big in a house
FLORENCE VIDOR and Clyde Fill-
more in a dramatic scene from "The
Real Adventure," a forthcoming Pathe
picture.
catering to railroad men. — Crosby Broth-
ers, Lily theatre. Buffalo, N. Y.— Neigh-
borhood patronage.
Thunderclap, with Mary Carr. — A race
picture with lots of thrills and a darn
good race. Business fair. — W. Ray Erne,
Rialto theatre, Charlotte, Mich. — Small
town patronage.
A Virgin Paradise, with Pearl White.
—An eight-reel fairy story that is good
entertainment. Some very fine scenic
effects and great photography. '-Plenty
of thrills and some good comedy. I con-
sider it a good small town picture. My
first night was poor. Second fair at ten
and thirty cents.— P. G. Vaughan, Royal
theatre, Lee's Summit, Mo. — Neighbor-
hood patronage. .
Straight From the Shoulder, with
Charles Jones. — Good rough and tumble.
— Howard & Spragg, Moon theatre, Man-
ville, Wyo. — Family patronage.
Over the Hill, with a special cast. —
Good picture but rainy weather and hav-
ing to pay so much caused me to lose
money. Did not take in enough to pay
for films and advertising expense. — W. E.
Stepp, Regent theatre, Pleasanton, Kan.
— General patronage.
Smiles Are Trumps, with Maurice
Flynn. — This is a new star but he is
good. This is a railroad show and a
good program picture. — S. N. Andress,
Royal theatre, Ponca, Neb. — Neighbor-
hood patronage.
Wolves of the Night, with William
Farnum. — This I consider a first class
feature. Interesting from start to finish.
Pleased everybody. Photography and
reading fine. Exhibitors should book it.
— Joseph F. Spangler, Globe theatre,
Beaver, Okla. — General patronage.
Over the Hill, with a special cast. — A
wonderful picture. Good moral. Very
small attendance.- — E. W. Werner, War-
wick theatre, Kansas City, Mo.
The Tale of Two Cities, with William
Farnum. — -William Farnum is greatly ad-
mired here. Together with Farnum and
Charles Dickens' book this picture was
a complete success. All my patrons en-
joyed it. Played to a packed house. —
Edwin Lake, Lake theatre, Baker, Mont.
The Lamplighter, with Shirley Mason.
— Fair. Pleased about SO per cent.
Mason well liked here. — C. L. Dickinson,
Star theatre. New Castle, Neb. — Neigh-
borhood patronage.
Hickville to Broadway, with Eileen
Percy. — A real good comedy-drama. It
is Okay. She is a good star. — J. W.
Baird, Crystal theatre, Pattonsburgh, Mo.
— Neighborhood patronage.
Wings of the Morning, with William
F a r n u m. — Another real picture like
Wolves of the Night A sea story. — Olen
Reynolds, Pearl theatre, Hymera, Ind —
Small town patronage.
The Devil Within, with Dustin Far-
num.— What has become of the Dustin
Farnum we used to see on the screen?
I have played The Primal Law and this
one and there is something lacking. His
"Id pictures, Parson of Panamint and
Iron Hearts were immense, but his last
ones will not make expenses for me and
they are not up to standard, I do not
think. I am sorry to report this, but I
cannot afford to pay the price Fox asks
and have dissat'sficd patrons. — Mrs.
W. H. Heifer, Itasca theatre, Alice, Tex.
— Small town patronage.
Trailin', with Tom Mix. — His pictures
are great. Fall of action and peppy. But
they have these too high to make any
money on. — J. W. Baird, Crystal theatre.
Pattoiisburgh, Mo. — Neighborhood pat-
ronage.
The Tale of Two Cities, with William
Farnum. — A fine picture and one that
JOHN GILBERT in "The Yellow
Stain," a Fox production directed by
Jack Dillon.
drew a good house. Lots of comments.
Boost it.— H. A. Wishard, Wishard the-
atre, Bloomfield, la.— Home patronage.
Pardon My Nerve, with Charles Jones.
— Plenty of action and some comedy sit-
uations in this one, but a weak story. A
very clever dog helps matters out. Fox
not giving his stars stories strong enough
for their ability.— P. G. Vaughan, Royal
theatre, Lee's Summit, Mo.— Neighbor-
hood patronage.
Goldwyn
Watch Your Step, with Cullen Landis.
— It's a very clever little comedy drama
with no pulling power at the box office
for a one day stand. Goldwyn has a
flock of these good pictures that do not
get the business. — W. Ray Erne, Rialto
theatre, Charlotte, Mich.— Small town
patronage.
THE OLD NEST, with a special cast.—
East, West, home's best,
And best of plays, "The Old Nest";
There never was such another!
It's true to life and full of fun,
It's full of pathos, subtly spun,
And filled with dear old Mother.
The children all grow 'way from home,
Forget their parents, now alone,
Poor Mother's heart is drooping.
Years roll by upon the place —
But Oh, the joy upon her face,
When back they come a'trooping!
—Philip Rand, Rex theatre, Salmon,
Idaho.
Theodora, with Rita Jolivet. — A mam-
moth spectacle. Beautiful settings and
photography. The teachers and people
studiously inclined praised same highly.
Regular trade panned same severely.
Same is undoubtedly the biggest ever
seen in pictures if you want something
different. Book it. If you pay too much
you may lose money. Not entertaining
'for children. — A. R. Anderson, Orpheum
theatre, Twin Falls, Idaho.— Neighbor-
hood patronage.
The Man From Lost River, with a spe-
cial cast. — A program picture which cost
us a special price. We passed the buck
to our long suffering members. We owe
our lives to the fact that the fool killer
was out of town the day we signed a
Goldwyn franchise. Possibly there were
so many franchise peddlers he couldn t
handle all his business.— Fahrney & El-
son, Electric theatre, Curtis, Neb.— Small
town patronage.
The Man Who Had Everything, with
Tack Pickford.— This one pleased our pa-
irons. I plaved a two-reel Educations.
[une 17. 1922
EXHIBITORS HERALD
65
comedy with this, making a good eight-
reel program. — P. G. Held. Sterling thea-
tre. Fairmont. Neb. — Neighborhood pat-
ronage.
Wet Gold, with a special cast. — A real
picture. Pleased 100 per cent. Let's have
more like this one. — J. L. Roy Knight.
Gem theatre, Spur, Tex. — Neighborhood
patronage.
The Revenge of Tarzan, with a special
cast. — Not as good as other Tarzan pic-
tures.— W. D. Patrick, Cozy theatre.
Florala, Ala. — Neighborhood patronage.
The Ace of Hearts, with Lon Chaney
— Chaney is fine, with not a bad story-
But the fact that all week my programs
have been too much on the heavy dra-
matic order, this one didn't get by with
any favorable comments. — J. F. Rees.
Regal theatre, Wellsville, Mo. — Neigh-
borhood patronage.
The Penalty, with Lon Chaney. — Made
good with 100 per cent of the audience.
Clean and wholesome. — Giacoma Broth-
ers. Crystal theatre, Tombstone. Ariz. —
General patronage.
The Man From Lost River, with a spe-
cial cast. — Very good outdoor lumber
camp story. Many good comments. —
A. R. Anderson. Orpheum theatre. Twin
Falls. Idaho. — Neighborhood patronage.
The Branding Iron, with Barbara Cas-
teltorn. — I disagree with the exhibitor
who said: "You can absolutely guarantee
it to please no matter what kind of audi-
ence you cater to." Mine didn't like it
and said so — emphatically, and I have
Mr. and Mrs. Average Small Town Citi-
zen and the kids. One thing the Liberty
is. "The Home of Clean Amusement," and
this is not quite. Business good. Use
your own judgment as this is about the
only adverse report you can find and this
is a woman's idea, but if you want clean
amusement, think it over, because there
are lots of others that are clean. — Sudie
•I. Haney, Liberty theatre. Des Moines.
N. Mex. — Small town patronage.
Hold Your Horses, with Tom Moore.
— The best Tom Moore I ever had. Good
comedy in connection with good political
story. — \V. T. Biggs. Unique theatre.
" Anita, la. — Small town patronage.
The Penalty, with Lon Chaney. — Very
good, but depressing. Chaney a marvel.
— F. E. Sabin. Majestic theatre. Eureka.
Mont. — Neighborhood patronage.
The Old Nest, with a special cast. —
Pleased 100 per cent. Had plenty of com-
petition, also very rainy weather. Still
did a good business. More of this type
will put the picture game on a firm basis.
— R. C. Allen, Dixie theatre, Athens, Ala.
— Small town patronage.
The Old Nest, with a special cast. —
The best we ever gave our patrons.
Pleased 100 per cent. It gets the money.
Our town has a population of 800 and
this is the first time we ever played over
two shows, but The Old Nest was good
for five shows and we made some good
money. — C. H. Lyman, Moon theatre.
Spencer. Neb. — General patronage.
Wet Gold, with a special cast. — Re-
ceived many compliments. Undersea
photography remarkable. If I had really
been sure of what I had. would have
worked it with the schools, as it is really
educational. — Sudie Haney. Liberty the-
atre. Des Moines. N. M. — Small town
patronage.
A Voice in the Dark, with a special
cast. — A good picture. I played a two-
reel Snooky Comedy in conjunction with
this. Business good. — P. G. Held. Ster-
ling theatre, Fairmont, Neb. — Neighbor-
hood patronage.
Hodkinson
Rip Van Winkle, with a special cast. —
Here is a good picture that will please
the old as well as the young. You will
have to do some advertising to get the
older ones out. — Hardin Entertainment
Co.. Odeon theatre. Hardin. Mo. — Gen-
eral patronage. .
East Lynne, a Hugo Ballin production.
— The few who saw this were well
pleased. The women more so. No busi-
ness on account of weather. — Sudie
Haney. Liberty theatre. Des Moines.
N. M. — Small town patronage.
Partners of the Tide, with a special
cast. — This one is Okay. — Chas. Hurich.
Ray theatre. Dickinson. N. Dak. — Neigh-
borhood patronage.
Partners of the Tide, with a special
cast. — A picture well liked. Can be
classed as a special. Old but worth run-
ning.— A R. Anderson. Orpheum theatre.
Twin Falls, Idaho. — Neighborhood pat-
ronage.
The Sagebrusher, with Roy Stewart. —
A fair Western. We were expecting too
much, as we had seen so many good
comments. — Hardin Entertainment Co..
Odeon theatre. Hardin. Mo. — General
patronage.
Metro
Turn to the Right, with a special cast
— I'm proud to have shown this picture.
Another Old Nest and then some. My
people raved over it. — F. E. Sabin. Ma-
jestic theatre, Eureka, Mont. — Neighbor-
hood patronage.
The Four Horsemen, with a special
cast. — One of the biggest pictures I have
played this year. Patrons all spoke well
of this feature. Played two days to good
business. — Nate Desky, Sun theatre. Got-
tenburg. Neb.
Cinderella's Twin, with Viola Dana. —
This picture pleased 100 per cent. Many
comments, clean and entertaining. — J. A.
Weisbeck, Liberal theatre, Alden, N. Y.
— bmall town patronage.
Polly With a Past, with Ina Claire —
My patrons sure commented on this one.
The star is great. Pleased 90 per cent.
Book it. — J. W. Baird. Crystal theatre,
Pattonsburgh, Mo. — Neighborhood pat-
ronage.
FASCINATION, with Mae Murray,
(Special Report). — Too much can not be
said about this picture. It's all a person
could expect, and a little more than that.
It took big and played to capacity
houses for two days. (We never play
but one day.)
But the picture goes to show that
American produced pictures are far bet-
ter than those imported. Mae Murray
was delightful in her work, especially in
her original Dance del Toro. I think
she has no equal in such roles. Robert
W. Frazer and Helen Ware are proofs
of my statement that not even Spanish
actors could interpret their roles better
than they did, for patrons that did not
know their names would vouch that they
were Spaniards.
The balance of the cast were of the
same material. I honestly believe that
no foreigners could attempt to imitate
an American and succeed as well as our
actors do. I congratulate the whole
cast, the director and also Metro for
offering such a splendid picture. — Jean
Carbonell, Monroe theatre, Key West,
Ha.
Home Stuff, with Viola Dana. — Re-
ports poor on this, but we found it very
satisfactory. Patrons more than pleased.
— Mrs. D. C. Turner, Miller theatre. Boni-
stell, S. Dak. — Neighborhood patronage.
The Greater Claim, with Alice Lake. —
It's a picture, that's true enough. I
couldn't see anything for or against it.
Patrons mum.— Sudie Haney. Liberty
theatre. Des Moines, N. M. — -Small town
patronage.
The Silver Lining, with Jewel Carmen
— Better than some specials. Received
lots of compliments on this. — Mrs. D. C.
MARY CARR in two scenes from her latest Fox special "Silver Wings," Directed by Edwin Carewe and Jack Ford.
66
EXHIBITORS HERALD
June 17, 1922
Turney, Miller theatre, Bonistell, S. Dak.
— Neighborhood patronage.
Cinderella's Twin, with Viola Dana. —
Fair program picture. No particular
punch. Would be better in five reels.
Drew fair on account of Chorus Girl's
Romance which is much better. — John-
son Brothers, Johnsonian theatre, Rip-
ley, N. Y. — Small town patronage.
Fightin' Mad, with William Desmond.
— Patrons well pleased and the picture is
a good program offering. Drew fair. —
Geo. Sinclair, Opera House, Overton,
Neb.
A Mesage From Mars, with Bert Ly-
tell.— As usual, Lytell puts it over. In
my opinion it takes a peach of an actor
to make a simp likeable. — Sudie Haney,
Liberty theatre, Des Moines, N. M. —
Small town patronage.
The Saphead, with Buster Keaton.—
Lots of laughs in this one. Probably
would have been better in five reels but
interest is kept up very well. — Johnson
Brothers, Johnsonian theatre, Ripley.
N. Y. — Small town patronage.
The Last Card, with May Allison. —
This one held interest throughout. Best
Allison v/e have played yet. — Mrs. D. C.
Turney, Miller theatre, Bonistell, S. Dak.
— Neighborhood patronage.
Paramount
The Good Provider, with a special cast.
— Now on its second week and still draw-
ing good crowds. A good box office at-
traction.— Samuel Harding, Liberty the-
atre, Kansas City, Mo.
Fool's Paradise, a Cecil B. DeMille
production. — This is really a wonderful
picture and pleased all my patrons, or
at least I heard no "knocks". — J. C.
Johnson, Orpheum theatre, Haskell,
Okla. — General patronage.
The Dragon's Claw, with Mia May. —
This is the first of a four episode serial.
The men liked it; the women did not.
Comments divided. Failed to draw. —
Crosby Brothers, Lily theatre, Buffalo,
N. Y. — Neighborhood patronage.
One Glorious Day, with Will Rogers.
— We have seen him in better pictures.
Personally, there may be such characters
as the "professor," but a wooden man
would have more action with Lila around.
Oh! Lila, how could you? Such a mug
as Bill's. You have our sympathy. — S.
I. Goodwin, Royal theatre, Lehi, Utah. —
General patronage.
Just Around The Corner, a Cosmopol-
itan production.— This picture fair. Did
not get any business and was classed as
something extra good. Patrons thought
it might be classed as an ordinary fea-
ture. Price raised and poor results. —
M. J. Babin, Fairland theatre, White
Castle, La. — Neighborhood patronage.
Moran of the Lady Letty, with Dor-
othy Dalton and Rodolph Valentino. —
Star at her best. She puts a lot of punch
into her characterization of the role.
Good attendance. Pleased all. — E. W.
Werner, Warwick theatre, Kansas City,
Mo.
The Little Minister, with Betty Comp-
son. — One of the finest and to almost the
least business. Bought this at a fair
price and lost money. The producers
should give this a good, "rotten" title
and maybe our patrons would get curi-
ous. It's a whale of a picture, anyway. —
Johnson Brothers, Johnsonian theatre.
Ripley, N. Y. — Small town patronage.
Mistress of the World, with Mia May.
— The poorest thing I ever put on my
screen and a crime to see Paramount's
trade mark on such a production. Lost
money on each of the chapters, but I
bought it after reading the criticisms in
the trade journals so have no one to
Two scenes from "The Sagebrush Trail,"
starring Roy Stewart, distributed by
Western Pictures Exploitation Co.
blame but myself. Leave it alone. — F.
W. Horrigan, McDonald theatre, Philips-
burg, Mont. — Mining camp patronage.
The Sheik, with Rodolph Valentino and
Agnes Ayres. — This is the first picture I
have had in a long time that drew the
people. Good box office attraction as
well as good picture. — Marion Wilson,
Happy Hour theatre, Chalmers, Ind. —
Small town patronage.
The Bride's Play, with Marion Davies.
-^A splendid picture. Some wonderful
settings and scenes. Pictures of this
class make one feel like they want to
stay in the picture business. Gave ex-
cellent satisfaction. Splendid photo-
graphy.— S. I. Goodwin, Royal theatre,
Lehi, Utah. — General patronage.
Travelin' On, with William S. Hart.—
About the best Hart picture I ever
played. Pleased 100 percent. Business
is not as good as it used to be but people
came out on this one. — J. C. Johnson, Or-
pheum theatre, Haskell, Okla. — General
patronage.
The Cradle of Courage, with William
S. Hart. — This is a good one, but Hart
is losing out here, as he is getting away
from the western drama. — J. W. Baird,
Crystal theatre, Pattonsburg, Mo. —
Neighborhood patronage.
The Frontier of the Stars, with Thomas
Meighan. — Good. Pleased 90 percent. —
C. L. Dickinson, Star theatre, New
Castle, Neb. — Neighborhood patronage.
The Sheik, with Rodolph Valentino
and Agnes Ayres. — Second time run. I
played this April 2, as before reported.
Repeated on Sunday, May 7, and only
lacked a very few dollars of doing as
much as first time. This is a real pic-
ture and gets them in. — J. T. Flaherty,
Oaklawn theatre, Danville, 111. — Neigh-
borhood patronage.
The Golem, with a special cast. — The
worst ever. Ran for matinee and took
off at night. Lay off of this. — D. W.
Wilson, Wilson theatre, Rupert, Idaho.
— Neighborhood patronage.
The Prince Chap, with Thomas Meigh-
an.— Some good acting and seemed to
please most of my patrons. — Marion
Wilson, Happy Hour theatre, Chalmers,
Ind. — Small town patronage.
A City Sparrow, with Ethel Clayton. —
I saw in the Herald plenty of knocks on
this one. I was afraid of it. But I ran
it, and sure did please me, and the pa-
trons said it was fine. A good comedy-
drama. Walter Hiers puts this one over
in fine shape. He makes them laugh if
anyone can. — J. W- Baird, Crystal the-
atre, Pattonsburgh, Mo. — Neighborhood
patronage.
The Testing Block, with William S.
Hart. — Opinion divided on this one. Per-
sonally consider it extra good Hart. This
and final episode of Winners of the West
drew extra business. — Johnson Brothers,
Johnsonian theatre, Ripley, N. Y. — Small
town patronage.
Fool's Paradise, a Cecil B. DeMille pro-
duction.— Wonderful picture. Patrons all
agreed it was one of the best I ever
booked. Played three days to big busi-
ness.— H. E. Swan, Empress theatre,
Kearney, Neb.
What's Your Hurry? with Wallace
Reid. — A good program picture. A good
average Reid picture but a little differ-
ent.— W. D. Patrick, Cozy theatre, Flor-
ala, Ala. — Neighborhood patronage,
The Frisky Mrs. Johnson, with Billie
Burke. — Good show. It will please the
majority. — W. T. Biggs Unique theatre,
Anita, la. — Small town patronage.
The Charm School, with Wallace Reid.
— Good picture. Reid is a whole lot bet-
ter than this picture would have him be.
— Sudie Haney, Liberty theatre, Des
Moines, N. M. — Small town patronage.
The Testing Block, with William S.
Hart. — Not as good as some of his older
productions, but pleased a good Saturday
night audience. — E. D. Luna, Cozy the-
atre, Lincoln, Ark. — Neighborhood pat-
ronage.
The Cradle of Courage, with William
S. Hart. — Very good picture. Pleased
all the men. My lady patrons do not
like W'illiam S. Hart.— W. D. Patrick,
Cozy theatre, Florala, Ala. — Neighbor-
hood patronage.
Civilian Clothes, with Thomas Meighan
— This is a good one. A little war stuff,
but it pulls away from that after first
reel, and story gets good as it goes along.
—J. W. Baird, Crystal theatre Pattons-
burgh, Mo. — Neighborhood patronage.
Lady Rose's Daughter, with Elsie Fer-
guson.— Not much to this one. Pleased
about fifty percent. Not much of a
story. — C. H. Lyman, Moon theatre,
Spencer, Neb. — General patronage.
Idols of Clay, with Mae Murray-
May ba "clay" but it made only a black
mud impression on our patrons. — Gia-
coma Brothers, Crystal theatre, Tomb-
stone, Ariz. — General patronage.
The Sins of Rosanne, with Ethel Clay-
ton.— A very good program picture.
Pleased all.— W. D. Patrick, Cozy theatre,
Florala, Ala. — Neighborhood patronage.
Rebecca of Sunny Brook Farm, with
Mary Pickford.— Here is a picture that
my patrons liked. It's an old one, but
a good one.— Marion Wilson, Happy
Hour theatre, Chalmers, Ind.— Small
town patronage.
Humoresque, with Alma Rubens.— A
dandy picture, but a little old. If you
Tune 17, 1922
EXHIBITORS HERALD
67
haven't ran it, do so. — E. D. Luna, Cozy
theatre. Lincoln, Ark. — Xeighborhood
patronage.
The Right To Love, with Mae Murray.
— This is good. Don't be afraid to book
this. More like this would help box
office receipts. — C. L. Dickinson, Star
theatre. New Castle, Neb.— Neighbor-
hood patronage.
A Romantic Adventure, with Dorothy
Dalton. — Failed to please over fifty per-
cent of big house. — Giacoma Brothers,
Crystal theatre, Tombstone, Ariz. — Gen-
eral patronage.
The Easy Road, with Thomas Meighan,
—They fell hard for this one. Many said
it is the best Meighan they ever saw. —
S. G. Ihde, Photoplay theatre, Ashland,
Kan. — Neighborhood patronage.
It Pays to Advertise, with Bryant
Washburn. — Good comedy and seemed to
please. — Marion Wilson, Happv Hour
theatre, Chalmers, Ind. — Small town pat-
ronage.
Too Much Johnson, with Bryant Wash-
burn.— Good comedy-drama. Star well
liked here. - 1 played a two reel Mermaid
comedy in conjunction with this. — P. G.
Held, Sterling theatre, Fairmont, Neb.—
Neighborhood patronage.
Crooked Streets, with Ethel Clayton.
— Fair picture, nothing big. Seemed to
please most of them, but no compliments
for it. Just a fair picture. — J. W. Boat-
wright. Radio theatre, Ozark, Mo. —
Neighborhood patronage.
Always Audacious, with Wallace Reid.
— A good production. Pleased all who
saw it. — E. D. Luna, Cozy theatre, Lin-
coln, Ark. — Neighborhood patronage.
Behold My Wife, with a special cast. —
Excellent. You can't go wrong in book-
ing this. Boost it to the limit. You arc
safe to guarantee this attraction. Busi-
ness excellent.— P. G. Held, Sterling the-
atre, Fairmont, Neb. — Neighborhood pat-
ronage.
Path(
. Forbidden Valley, a J. Stuart Black-
ton production. — The same old story.
This is too old. Too much cut up. It
simply don't pay to fool with these older
issues.— P. G. Held, Sterling theatre,
Fairmont, Neb. — Neighborhood patron-,
age.
The Killer, with a special cast. — Fine
picture, but the name killed business.
— H oward & Spragg, Moon theatre,
Manville, Wyo. — Family patronage.
Rogues and Romance, with a special
cast. — Very good program picture. Drew
poor. — Mirage theatre, Axtell, Neb. —
Neighborhood patronage.
R-C Pictures
The Foolish Age, with Doris May — I
think that this is one of the best com-
edy features ever made. It packs an aw-
ful wallop and you can dare your patrons
to keep a straight face. Needs exploit-
ing but rs sure to please all. — Harold F.
Wendt, Rivoli theatre, Defiance, O.—
General patronage.
Silent Years, with a special cast. — Not
as good as it is cracked up to be. I can't
get a decent crowd on any of R. C.'s
special productions. — S. G. Ihde, Photo-
play theatre, Ashland, Kan. — Neighbor-
hood patronage.
One Man in a Million, with George Be-
ban. — Beban is an Al actor, but our pa-
trons do not care for this type of pic-
ture.— Hardin Entertainment Co., Odeon
theatre, Hardin, Mo. — General patronage.
One Man in a Million, with George
Beban. — Good comedy, liked by all.
Played to a full house. If you want a
comedy, book it. — T. M. Morris, Plaza
theatre, Obert, Neb. — Neighborhood pat-
ronage.
What's A Wife Worth?, with a special
cast. — A good picture and a good one
to exploit. — Hardin Entertainment Co.,
Odeon theatre, Hardin, Mo. — General
patronage.
Realart
The Sleepwalker, with Constance Bin-
ney. — An offering that is high class in
every way. Production above average
and story interesting throughout. Con-
stance Binney is young, appealing, and
shows real achievement in this picture as
an actor of some ability. Jack Mulhall,
who plays opposite, is the most popular
young support on the screen today and
does most satisfactory work in this one.
Box office appeal: Average business first
day. Poor the second. — W. H. Brenner,
Cozy theatre, Winchester, Ind. — General
patronage.
The Outside Woman, with Wanda
Hawley. — Good entertainment. The kind
that brings them back and makes them
glad to lay down their 10 and CO cents.
— J. F. Recs, Regal theatre, Wellsvifle,
Mo. — Neighborhood patronage.
The Speed Girl, with Bebe Daniels. —
Fair picture. Impractical but entertain-
ing.— Crosby Brothers, Lily theatre,
Buffalo, N. Y. — Neighborhood patronage.
Her Face Value, with Wanda Hawlev.
— A good picture that pleased. Star well
liked here. A story that runs true to
life. — C. L. German, Royal theatre, Bon-
ner Springs, Kan. — Small town patron-
age.
A Homespun Vamp, with May Mc-
Avoy. — A good program picture. Not
any better than previous ones. — Hardin
Entertainment Co., Odeon theatre Har-
din, Mo. — General patronage.
Her Sturdy Oak, with Wanda Hawley.
— A good comedy-drama. Good photo-
graphy. Never saw these two stars in
a picture that didn't please. — G. L. Ger-
man, Royal theatre, Bonner Springs,
Kan. — Small town patronage.
Nancy From Nowhere, with Bebe Dan-
iels.— Bebe out of place in this picture.
Patrons expected comedy. Story Okay
for Minter or Binney, but Bebe, never.
— Hardin Entertainment Co., Odeon the-
atre, Hardin, Mo. — General patronage.
First Love, with Constance Binney. —
A dandy program picture. Story good
and runs true to life. Good photography.
— C. L. German, Royal theatre, Bonner
Springs, Kan. — Small town patronage.
Selznick
Reported Missing, with Owen Moore.
— "Reported Missing," the crowd that we
had a right to expect. As a picture this
one is almost a riot, but business the
second day was only half the first, in
spite of the fact that everyone seemed to
'.ike the picture, and that I carried a very
heavy advertising campaign, running the
picture first in the state. — W. Rav Erne,
Rialto theatre, Charlotte, Mich.— Small
town patronage.
THE GREATEST LOVE, with Vera
Gordon. — Used this "Mother's Day."
Had a prologue 'n'everything. Had a
good house and found patrons more
than pleased with entire program.
One woman, who three years ago was
one of the worst enemies motion pic-
tures ever had, made a talk before the
women's society of the Methodist church.
It ended with, "We must support our
theatre for the kind of theatre it is."
But don't get excited over anything like
this. It helps, but it does not fill your
house. You've got to work, just the
same. — Sudie Haney, Liberty theatre.
Des Moines, N. M.
Red Foam, with a special cast. — Just
got by. Too slow. Inconsistent in mob
scene, which would have done credit as
a haymarket riot rather than a small
country town lynching bee. Soft pedal
advertising on this one. — Will L. Beebe.
Candor theatre. Candor, N. Y. — Small
town patronage.
Ghosts of Yesterday, with Norma Tal-
madge. — Only a fair program picture. I
find that it don't pay any exhibitor "to
play this old reissue bunk. Too much
cut out. — P. G. Held, Sterling, theatre,
Fairmont, Neb. — Neighborhood patron-
age.
The Daughter Pays, with Elaine Ham-
EUGENE O'BRIEN, all dressed up in his jail uniform, in a scene from "John Smith,'
a Selznick production.
68
l-.XHIBITORS HERALD
June 17, 1922
ALICE CALHOUN invades the kitchen in "A Girl's Desire," her latest starring
vehicle for Vitagraph.
merstein. — Some one tried to ruin a good
picture with a "come hither" title. Have
used several of this star's pictures and
she is "The Star Without a Failure" so
far. — Sudie Haney, Liberty theatre, Des
Moines, N. M.— Small town patronage.
The Greatest Love, with Vera Gordon.
— Very good. Had many good com-
ments on it. Theme of story good.
Acting good. Pleased 100 percent. Busi-
ness fair. Give us more like this. — F. O.
Litch, Royal theatre, Hopkins, Mo.—
Neighborhood patronage.
Shadows of the Sea, with Conway
Tearle. — This is a good picture but kind
of incomplete. — Chas. Hurich, Ray the-
atre. Dickinson, N. Dak.— Neighborhood
patronage.
The Fighter, with Conway Tearle.—
Good enough for any program. — Siidie
Haney, Liberty theatre, Des Moines, N.
M. — Small town patronage.
The Daughter Pays, with Elaine Ham-
merstein. — Another one of Elaine Ham-
merstein's pictures that pleased 100 per-
cent. She is a remarkable character and
her work is worth while. — C. L. German,
Royal theatre, Bonner Springs, Kan. —
Small town patronage.
Clay Dollars, with Eugene O'Brien. —
A very good comedy-drama. Only a pro-
gram picture and will probably satisfy
as well as most specials. — A. R. Ander-
son, Orpheum theatre, Twin Falls, Idaho.
— Neighborhood patronage.
Society Snobs, with Conway Tearle. —
In our opinion the poorest Tearle we
have used. Hardly the type the Lib-
erty supports. — Sudie Haney, Liberty
theatre, Des Moines, N. M. — Small town
patronage.
The Road to Ambition, with Conway
Tearle. — Fair entertainment. Old. Went
over better than the average of Select's in
this place. — Will L. Beebe, Candor the-
atre. Candor, N. Y. — Small town patron-
age.
The Last Door, with Eugene O'Brien.
— A very good story of the likeable crook.
This time the "magnet" keeps you guess-
ing until the last. In my opinion the
ending helps very much. Clean enter-
tainment.— Sudie I. Haney, Liberty the-
atre, Des Moines, N. Mex. — Small town
patronage.
United Artists
The Three Musketeers, with Douglas
Fairbanks. — Wonderful picture, but if I
wouldn't have had the war tax to pay
I would have taken in almost enough to
pay the rental. Rental price prohib-
ited business-getting admission price. No
more, thank you. — W. Ray Erne, Rialto
theatre, Charlotte, Mich. — Small town
patronage.
When the Clouds Roll By, with Doug-
las Fairbanks. — There may be worse pic-
tures made but my patrons could not be
made believe it. The only redeeming
quality to it is the flood scene in the
last reel.— J. F. Rees, Regal theatre,
Wellsville, Mo. — Neighborhood patron-
age.
Universal
Wild Honey, with Priscilla Dean. —
Better than Conflict. Poor business,
however. Advertised big but failed _ to
get business. It takes a stunner to bring
a crowd now. — R. S. Wenger, Victory
theatre. Union City, Ind. — General pat-
ronage.
Man to Man, with Harry Carey. — Book
this one and boost it. Best crowd I'd
had in months came out on this one. —
J. C. Johnson. Orpheum theatre, Has-
kell. Okla. — General patronage.
Playing With Fire, with Gladys Wal-
ton.— Now here is some little actress.
This story was especially suited to her.
Miss Walton always gets a crowd for
me and I have the first grumble yet to
hear about her work and I have played
lots of her pictures. There are none
more beautiful, when it conies to that,
and none less affected over their work.
I am strong for Walton. — Mrs. W. H.
Heifer. Itasca theatre, Alice. Tex.—
Small town patronage.
Foolish Wives, an Eric Von Stroheim
production. — This may have cost a mil-
lion dollars but it hasn't one tenth that
in entertainment value. Had lots of
kicks on it. — D. W. Wilson, Wilson the-
atre, Rupert, Idaho. — Neighborhood pat-
ronage.
Shattered Dreams, with Miss duPont.
— I did not expect much from this, but
was disappointed, as several told me it
was better than Foolish Wives.— S. N.
Andress, Royal theatre, Ponca, Neb. —
Neighborhood patronage.
Second Hand Rose, with Gladys Wal-
ton.— If Universal is not careful they are
going to stop this star's career. Good
picture but nothing to standard for this
star. Poor business. — R. S. Wenger.
Victory theatre, Union City, Ind. — Gen-
eral patronage.
Man to Man, with Harry Carey. — This
is a good program picture. Not by any
means a Jewel. Do not raise admissions.
— F. E. Sabin, Majestic theatre, Eureka,
Mont. — Neighborhood patronage.
The Scrapper, with Herbert Rawlin-
son. — Good. On a par with Victory Loan
'notes. Clean story. Big entertainment
value. A ripper for small town or in
any Irish community, where it will go
over with a bang. — Will L. Beebe, Can-
dor theatre, Candor, N. Y. — Small town
patronage.
Short Skirts and Playing With Fire,
with Gladys Walton. — Have just played
both of these and they are both good.
Gladys is sure shooting for me. — S. N.
Andress, Royal theatre, Ponca, Neb. —
Neighborhood patronage.
The Wise Kid, with Gladys Walton.—
Another 100 per cent Walton picture and
a good box office attraction.— F. W. Hor-
rigan, McDonald theatre, Philipsburg,
Mont. — Mining camp patronage.
HEADIN' WEST, with Hoot Gibson.—
A real, live, honest-to-goodness western.
It's Hoot's first time here, but it's not
his last. I knew he would be good, for
he's a Nebraska boy.
For opposition we had a carnival com-
pany, a district convention of the Con-
gregational churches, and were in the
midst of a four-weeks revival service at
the park. Gosh, but this is a quiet town.
Wish somebody would start something.
— J. C. Jenkins, Auditorium theatre, Ne-
ligh, Neb.
Wild Honey, with Priscilla Dean. —
Pleased all and is a good attraction. A
colorful and rapid moving high class
melodrama. — E. W. Werner, Warwick
theatre, Kansas City, Mo.
Reputation, with Priscilla Dean. — Not
as good as Outside the Law, but a good
picture. — E. D. Luna, Cozy theatre Lin-
coln, Ark. — Neighborhood patronage.
The Fire Eater, with Hoot Gibson. —
One of Hoot's good pictures. — F. E.
Sabin, Majestic theatre, Eureka, Mont.—
Neighborhood patronage.
No Woman Knows, with a special cast.
— An exceptional picture in many re-
spects. Direction, story and acting won-
derful. Clean and highly entertaining
and no fights to spoil it. Our patrons
highly pleased. — A. R. Anderson, Or-
pheum theatre, Twin Falls, Idaho.—
Neighborhood patronage.
Dr. Jim, with Frank Mayo. — Universal
has the programs and the price is right.
This subject a dandy. Also Across the
Deadline, from the same star. Patrons
well pleased with these.— J. W. Ander-
sen, Rialto theatre, Cozad, Neb.
Conflict, with Priscilla Dean— This :s
a good picture, full of action and thrills
A real picture. — S. L Goodwin. Royal
theatre, Lehi, Utah. — General patronage.
Reputation, with Priscilla Dean. — Won-
derful picture. Miss Dean sure does
some wonderful acting in this one, but
it is hardly the kind of picture for this
town. Business fair. — Marion Wilson,
Happy Hour theatre. Chalmers, Ind.—
Small town patronage.
A Daughter of the Law, with Carmel
Tune 17. 1922
EXHIBITORS HERALD
69
Myers. — A very pleasing police story.
Seemed to please the most of them.
Myers has fallen off with my fans, but
if they bring her back in more amusing
pictures am sure it would help. — J. W.
Boatwright, Radio theatre, Ozark. Mo. —
Small town patronage.
Conflict, with Priscilla Dean. — Rather
rough story. Plenty of fighting. While
inconsistent, is entertaining and holds
the attention. Log scene at finish is
something different. — A. R. Anderson.
Orpheum theatre. Twin Falls, Idaho. —
Neighborhood patronage.
The Fox, with Harry Carey.— This is
the kind of a picture my patrons like to
sec. They want some action. Drew bet-
ter than The Sheik. They told me how
well they were pleased as they went out.
Carey's best picture. — Marion Wilson,
Happy Hour theatre, Chalmers, Ind. —
Small town patronage.
Conflict, with Priscilla Dean. — Did a
wonderful business and pleased all. — F.
W. Horrigan, McDonald theatre, Philips-
burg, Mont. — Mining camp patronage.
Tracked to Earth, with Frank Mayo. —
As well liked as some of the specials.
Business was bad, but the weather was
partly the cause. — J. C. Johnson, Or-
pheum theatre, Haskell, Okla. — General
patronage.
Outside the Law, with Priscilla Dean.
— Couldn't pull 'em away from a tent
show, which was pretty "bum," they said.
Run two days. Took in ten dollars. Ad-
mission 20 and 40 cents. — J. W. Lump-
kin, Cupid theatre, Miles, Tex.— Small
town patronage.
Tracked to Earth, with Frank Mayo. —
Another good, clean western story, the
kind people like. Very different. A little
slow in a couple of places but holds them
tight throughout. Way above average
westerns of late. — Will L. Beebe, Candor
theatre, Candor, N. Y. — Small town pat-
ronage.
Outside the Law, with Priscilla Dean.
— The best crook story I have ever had.
Fine acting, good storm, and one that
everybody enjoyed. — Marion Wilson,
Happy flour theatre, Chalmers, Ind. —
Small town patronage.
The Fox, with Harry Carey.--Booked
picture two days. Drew well the first
BILLY BEVAN believes a bird in the
hand is worth three on the fence. It is
a scene from "Oh! Daddy!" the latest
Mack Sennett comedy, distributed by
First National.
night. Second night fell off bad. Pleased
95 per cent I believe. Lots of comments
for the picture. Not as big as they boost
it. However, you can get by all okay
on it. — J. W. Boatwright. Radio theatre,
Ozark, Mo. — Neighborhood patronage.
Reputation, with Priscilla Dean. — Reg-
ular admissions when I ran this. Paid
more than double what I paid for regular
program. Ran it at twenty and forty
cents and went in the hole. — J. W. Lump-
kin, Cupid theatre, Miles, Tex. — Small
town patronage.
No Woman Knows, with a special cast.
— Here is a 100 per cent picture of the
Humoresque type. True to life. Had
many compliments on this one. — Marion
Wilson, Happy Hour theatre, Chalmers.
Ind.— Small town patronage.
Vitagraph
The Secret of the Hills, with Antonio
Moreno. — Moreno is the best money get-
ter I can buy. This charming man is
never the "up stage," "watch me do it"
kind of a kid. This story would bring
any one on the edge of the seat, and
then when it was put over by this
"vimmy" little snappy-eyed star it was
simply immense. My Spanish patrons
are wild over him, yet he is a genera!
favorite of the entire community. I have
played all of his pictures I could get.
Would buy one every week if I could
get them.— Mrs. W. H. Heifer, Itasca
theatre, Alice, Tex. — Small town patron-
age.
STEELHEART, with William Duncan.
— We agree with Brother Rand of Sar-
dine (or is it Whale?), Idaho, that this
is a good one. Besides, Vitagraph rents
their pictures. They do not compel you
to buy them and then give them back
in a day or two. — Fahrney & Elston,
Electric theatre, Curtis, Neb.
The Little Minister, with Alice Cal-
houn.— A very good picture. One that
will please most any audience. Miss Cal-
houn plays her part excellent. — P. G.
Held, Sterling theatre. Fairmont, Neb. —
Neighborhood patronage.
Moral Fibre, with Corinne Griffith. —
A very good picture. Pleased 90 per cent.
— W. D. Patrick, Cozy theatre, Florala,
Ala. — Neighborhood patronage.
Steelheart, with William Duncan. — A
serial type of story, full of action. Pic-
ture will pass if fight in last reel is cut
out. Critical patrons will laugh at same.
Duncan and his support good, but the
desire to jam in the thrills spoils his
pictures. — A. R. Anderson, Orpheum the-
atre. Twin Falls, Idaho. — Neighborhood
patronage.
Her Lord and Master, with Alice Joyce.
— Another good production, as usual with
Vitagraph. — Yerner Hicks. Family the-
atre, Marion, 111. — General patronage.
Terror Island, with a special cast. —
A very remarkable picture of its kind.
'"More thrills than ten pictures" is what
the press book says, and that's right. An-
other good small town picture, if they
like 'em wild and wool}'. — P. G. Vaugh-
an. Royal theatre. Lee's Summit, Mo. —
Neighborhood patronage.
The Heart of Maryland, with Catherine
Calvert. — Patrons more than pleased,
with no kicks on a raised admission. —
Mrs. D. C. Turney, Miller theatre, Boni-
stell, S. Dak. — Neighborhood patronage.
The Silent Vow, with William Duncan.
— All Duncan's are winners for me. Good
clean western. Plenty of action, with a
good love story woven in. — W. J.
Brooks. DeKalb theatre, Lithonia. Ga. —
Small town patronage.
It Isn't Being Done This Season, with
MARY ASTOR and Pierre Gendron in a
scene from the Hodkinson feature,
"The Young Painter."
Corinne Griffith. — We did not care for
this one. Too shallow. Nothing to hold
the interest. — Chas. Hurich, Ray theatre,
Dickinson, N. Dak. — Neighborhood pat-
ronage.
Moral Fibre, with Corinne Griffith. —
A good picture and appeared to please. —
Verner Hicks, Family theatre, Marion,
111. — General patronage.
Steelheart, with William Duncan. — If
you have run the Duncan serials, by all
means play his features, as they are sure
to please. — -Hardin Entertainment Co.,
Odeon theatre, Hardin, O. — General pat-
ronage.
Where Men are Men, with William
Duncan. — This is a very interesting pic-
ture and Duncan and Edith Johnson are
both well liked here. — S. N. Andress,
Royal theatre, Ponca, Neb. — Neighbor-
hood patronage.
Wid Gunning, Inc.
Bootleggers, with a special cast. — This
is a good program picture, but the title
is wrong. Why didn't they put in some
bootlegging? — Chas. Huric'i, Ray the-
atre, Dickinson, N. Dak. — Neighborhood
patronage.
The Old Oaken Bucket, with a special
cast. — Not a thing to it, but good whole-
some clean entertainment. Attendance
small on account of revival. Ran with
Barefoot Boy and they enjoyed every
foot of it. Give us more entertainment
and less star. — J. W. Lumpkin, Cupid the-
atre, Miles, Tex. — Small town patronage.
The Girl from God's Country, with
Nell Shipman. — A dandy good picture
and pleased a small crowd. Paid a war
price for this and lost money. — G. F. Re-
diske, Star theatre, Ryegate, Mont. —
Small town patronage.
State Rights
The White Mask (Smith), with Frank-
lyn Farnum.— We broke our Tuesday
night record with this one and pleased at
least 90 per cent. Fine fight scene. Good
comedy.— Fred Gantz. Star theatre, Sand
Springs, Okla. — Neighborhood patron-
age.
Ten Nights in a Bar Room CArrowt.
with a special cast. — Good and drew well
70
EXHIBITORS HERALD
June 17, 1922
for three days. — Crosby Brothers, Lily
theatre, Buffalo, N. Y. — Neighborhood
patronage.
So This Is Arizona (Smith), with
Franklyn Farnum. — Went over fine for
us. Lots of comedy and action. Did
fine business. — Fred Gantz, Star theatre,
Sand Springs, Okla. — Neighborhood pat-
ronage.
Ten Nights in a Bar Room (Arrow),
with a special cast. — A corkifg good pic-
ture. A money maker. — S. J. Maurice,
Orpheum theatre, Lincoln, Neb. — Gen-
eral patronage.
Out of the Dust (McCarthy), with a
special cast. — Excellent. Had them
standing on the street waiting. That's
more than any of us have done for some
time. — E. C. Klatt, Star theatre, Farm-
ington, Minn. — General patronage.
The Hunger of the Blood (Canyon),
with Franklyn Farnum. — Worst I ever
saw. Farnum a favorite but patrons
wanted to know what it was all about. —
J. L. Roy Knight, Gem theatre, Spur,
Tex. — Neighborhood patronage.
The Fall of Babylon (D. W. G.) with
Constance Talmadge. — Wonderful pro-
duction but not complete. Story of Dan-
iel and handwriting on the wall omitted.
Disappointing in that respect. Dancing
girl should be discontinued. Did not
please. Business fair. Rainy night. — F.
O. Litch, Royal theatre, Hopkins, Mo. —
Neighborhood patronage.
The Woman Untamed (McGovern),
with Doraldina. — Different, but pleased
fine.— Mrs. D. C. Turney, Miller the-
atre, Bonistell, S. Dak. — Neighborhood
patronage.
Eyes of Youth (Equity), with Clara
Kimball Young. — Good picture but too
long. Gets tiresome. Business poor on
account of competition. — F. O. Litch,
Royal theatre, Hopkins, Mo. — Neighbor-
hood patronage.
Station Content (Tri.), with Gloria
Swanson. — Just a program picture. Did
not draw. Star new here. — W. E. Stepp,
Regent theatre, Pleasanton, Kan. — Gen-
eral patronage.
Isobel (Davis), with a special cast. —
^ v i ; i , : uj l inil I [HM! . i :i t! M M liri M M : 1 ;i : : i; i i . 1 1 1 M i; : I :tum ] ;j r: ri r! 1 1 ill i Li I . I : n i. [i mi 1 Liu n in 1 1 11 . n Li I ill 1:1 1 111 I J-^g
I State Right J
| Winners
State Right pictures have j
| proven winners for me. Have j
| not had a bad one and have got |
| them much cheaper than I §
1 could the same class of pictures j
| elsewhere. Service from the 1
1 distributors has been excellent. |
J. W. LUMPKIN, |
Cupid theatre, Miles, Tex. |
^ijunti LiiiiMiitiuiiiitjititiiiiiiiiiiiiiinnntiiitiiiiiMituiiiiituiiiiitunuiiitnuniHttiiiintniiuifiHiHutiiiHiiu^H
A good Curwood picture that will please
audiences that like northern pictures. —
Hardin Entertainment Company, Odeon
theatre, Hardin, Mo. — General patronage.
Serials
Winners of the West (Universal), with
Art Acord. — Played the sixteenth episode
last night. Holding up fine and is as
good as any serial we have ever run, and
we have run a lot of them. A much bet-
ter serial for us than The Lost City, as
our people don't fall for this make of
stuff, although we note many of the ex-
hibitors claim this is the best serial ever.
We wrote personal letters to the school
teachers and gave them all complimentary
tickets during the entire run of this serial.
It has done us a lot of good by remov-
ing considerable of the criticism about
what some are pleased to call "blood
and thunder" stuff. We figure that the
giving of complimentaries to the teach-
ers was an investment.- — S. L Goodwin,
Royal theatre, Lehi, Utah. — General pat-
ronage.
The Fighting Trail (Vitagraph), with
William Duncan. — On the second episode
and going good. Plenty of action and
thrills, minus the rough stuff. Am run-
A humorous scene from "Wedding Dumb Bells." a new C. B. C. Film Sales Corp.
Sunrise Comedy.
ning Chaplin re-issues and a two-reel O.
Henry story with the serial, which makes
a dandy program. — W. J. Brooks, De
Kalb theatre, Lithonia, Ga. — Small town
patronage.
Winners of the West (Universal), with
Art Acord. — Began this serial with a
good attendance but would advise others
to run the first and second episodes on
opening night, which will give a much
better pull with the children. Indians
in the second episode and that gets them.
— J. F. Rees, Regal theatre, Wellsville,
Mo. — Neighborhood patronage.
The Secret Four (Universal), with
Eddie Polo. — This started off fine, but in
ten episodes the exchange in Dallas has
blowed me up three times, so the patrons
have lost interest. I have no fault to
find with the picture, I mean what I
have had to play. — Mrs. W. H. Heifer,
Itasca theatre, Alice, Tex. — Small town
patronage.
The Diamond Queen (Universal), with
Eileen Sedgwick. — Started off good, but
my patrons seem to be getting tired of
serials. — W. D. Patrick, Cozy theatre,
Florala, Ala. — Neighborhood patronage.
Go Get 'Em Hutch (Pathe), with
Charles Hutchison. — This does not seem
to hold up very good. Too much repe-
tition, not much sense, too much joke. —
Chas. Hurich, Ray theatre, Dickinson, N.
Dak. — Neighborhood patronage.
Winners of the West (Universal), with
Art Acord. — Was fooled in this one, as
it did not do what was expected of it
Had to cut it from two days to one. —
Verner Hicks, Family theatre, Marion,
111. — General patronage.
Adventures of Tarzan (Serial Sales),
with Elmo Lincoln. — Thirteenth episode.
Better than the preceding one. Holding
up fair. — A. C. Betts, Powers theatre,
Red Creek, N. Y. — Neighborhood patron-
age.
The White Horseman (Universal),
with Art Acord.— Am on 17th episode.
Must say that serial has been above the
average serial. But has failed to draw.
Am going to take a rest on serials after
this one is out, having run serials each
Friday night since I have been in the
game, five and a half years. — J. W. Boat-
wright, Radio theatre, Ozark, Mo. — Small
town patronage.
Short Subjects
Selznick News. — I find this news as
good as anyone could want. — Sudie
Haney, Liberty theatre, Des Moines, N.
M. — Small town patronage.
The Leather Pushers (Universal) with
Reginald Denny. — Good action. Brought
people that never come for usual pic-
tures. Women, however, stay away.
Business average. — R. S. Wenger, Vic-
tory theatre, Union City, Ind. — General
patronage.
Chester Outing No. 42, with a special
cast. — A short reel full of information
about fish. Sportsmen liked it but it
will hardly please others. — Harold F.
Wendt,* Rivoli theatre, Defiance, O. —
General patronage.
The Leather Pushers (Universal), with
Reginald Denny. — Just a little disap-
pointed in Round 1. Fight scene too
realistic. Understand the following
rounds. arc better. — F. E. Sabin, Majestic
theatre, Eureka, Mont. — Neighborhood
patronage.
Urban Movie Chats (Hodkinson). — A
good box office stimulant. — W. D. Pat-
rick, Cozy theatre, Florala, Ala. — Neigh-
borhood patronage.
The Leather Pushers (Universal),
Tune 17, 1922
EXHIBITORS HERALD
71
$25.00 Reward
A reward of $25.00 is offered for
information leading to the arrest
and conviction of Charles N.
Nichols, formerly in the employ of
Bryant Washburn, the actor, and
who has recently posed as Wash-
bum's manager. Nichols is wanted
by the police of several cities for
passing bad checks. Address:
B. C. A. c o Exhibitors Herald, 417
South Dearborn St., Chicago.
Take Off the Blinders-Open Your Eyes
Be fair to yourself and your business.
Why gamble with fly-by-nights.
You'U be wise by reading
Costs 3 cents Per Review.
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HOUSE MANAGER AVAILABLE
AT LIB ERTY— September 1. Fifteen years as an
advance agent. Know the business from every
angle. Address Box 489, South Norwalk, Conn.
PHOTOPLAYERS FOR SALE
FOR SALE— American Photoplayer No 20 and
No. 40. In first-class condition. For particulars
inquire W. A. and M. Gill, 8 Cherry Street. Mil-
ford, Conn.
with Reginald Denny. — Here's one that
should prove a winner. — Yerner Hicks,
Family theatre, Marion, 111. — General pat-
ronage.
ToonervilJe Comedies First National).
— Have used them all and can recom-
mend them to anyone. They will please
kids and grownups alike if they like
something else besides slapstick. — Sudie
Haney, Liberty theatre, Des Moines. X.
M. — Small town patronage.
THE GROCERY CLERK (Vitagraph),
with Larry Semon. — One of the best two
reel comedies we have shown here since
Arbuckle in THE COOK. Simply some-
thing doing all the time. One continual
roar, the kind our patrons like.
Contracted for half a dozen Semons
at a little above the average we have
been paying for comedy service, but if
all are as satisfactory, we'll be satisfied.
Picked all from "What the Picture Did
for Me" columns. — Lindrud & Guet-
tinger, Cochrane theatre, Cochrane, Wis.
The Chauffeur (Fox), with Clyde Cook
— Fair comedy. Very funny in spots. —
Crosby Brothers, Lily theatre Buffalo. X.
Y. — Neighborhood patronage.
Chums (Universal), with Baby Peggy
and Brownie. — One of the best comedies
on the market. Had more good remarks
for this comedy than any I have ever
run. Pleased all, I believe. Try it. —
J. W. Boatwright, Radio theatre, Ozark,
Mo. — Neighborhood patronage.
Rush Orders (Pathe), Snub Pollard.—
Very poor for Snub. — Howard & Spragg.
Moon theatre, Manville, Wyo. — Family
patronage.
The Bell Hop (Vitagraph) with Larry
Semon. — Semon has as good drawing
power as Lloyd, Keaton or Chaplin. He
is a knock-out when it comes to original
stunts. — W. J. Brooks, DeKalb theatre,
Lithonia, Ga. — Small town patronage.
Edgar's Sunday Courtship (Goldwyn).
with Johnny Jones. — Hardly up to the
standard set by the preceding pictures.
The entire series to date more than
pleases regulars. Booth Tarkington's
name an asset. — Harold F. Wendt, Riv-
oli theatre. Defiance, O. — General pat-
ronage.
The Rent Collector | Vitagraph), with
Larry Semon. — This is good clean com-
edy. Drew a good crowd for me and I
heard no kicks, but many compliments.
— Mrs. W. H. Heifer, Itasca theatre,
Alice, Tex. — Small town patronage.
All Wet (.Federated), with Joe Rock. —
These comedies are good and have a lot
of action and some original stunts. —
Crosby Brothers, Lily theatre. Buffalo.
N. Y. — Neighborhocd patronage.
The Scarecrow (Metro), with Buster
Keaton. — One of Buster's best. — W. D.
Patrick, Cozy theatre, Florala, Ala. —
Neighborhood patronage.
An Eastern Westerner (Pathe), with
Harold Lloyd. — Very good comedy. —
Sudie Haney, Liberty theatre, Des
Moines, N. M. — Small town patronage.
The Hero at Zero (Federated) with
Monty Banks. — This one kept 'em laugh-
ing from start to finish, although i
thought it hardly as good as most Banks
comedies. There's plenty of situations
which most people will fail to appreci-
ate.— Harold F. Wendt. Rivoli theatre.
Defiance. O. — General patronage.
Love and Doughnuts (F. N.), with
Ben Turpin. — First Turpin comedy we
ever ran. It was a riot and if all Turpin
comedies come up to this standard they
are a safe bet.' — George Vaughan, King
George theatre. Port Colborne. Ontario,
Can. — Neighborhood patronage.
USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Picture*
Are Doing for Other Exhabiton
Pill in this blank now and tend
to Exhibitors Herald, 417 S. Dear-
born St, Chicago.
Tide
Star
Producer
Remark.
Tide
Star
Producer
Remarks
Exhibitor ...
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
72 EXHIBITORS HERALD June 17, 1922
With the Procession in ijos
By Harry Hammond Beall
Los Angeles
A QUESTION whether Special Pic-
tures Corporation and Los Angeles
bankers who backed it are liable for dam-
ages because the company went out of
business and failed to release films placed
in its custody by producers is involved in
the suit of A. L. Hart, Hollywood capital-
ist against the corporation. In the suit
now being tried Hart asks for $14S,000
damages as the amount of profits he would
have made had the company continued in
business.
* * *
The suit of Charles Chaplin against
Western Productions Company to restrain
Charley Aplin from appearing in pictures
imitating the plaintiff has been continued
until June 12.
* * *
King Baggot has returned to Universal
City from Kentucky where he filmed ''The
Kentucky Derby," a dramatization of "The
Suburban Handicap."
*'_#■*
Carl P. Winther, production manager
for Metropolitan Productions, announces
"Crimson Gold," featuring James B. War-
ner, will soon be completed.
* * *
Jackie Coogan is not to be the only
male member of his family in the screen
game. Jack Coogan, Sr., has plunged into
the producing business by adding two in-
dependent producing units to his present
activities. Both will work at United
Studios. One company, Rodeo Produc-
tions, will film twelve two-reel western
pictures, directed by George Marshall, for-
merly director for Tom Mix. The second
company is the Fred Hibbard Productions,
in which Mr. Coogan will be associated
with Frank Lloyd.
* * *
Mabel Normand has left for New York
preparatory to her departure for Europe,
June 13. She will be accompanied by Mr.
and Mrs. Raymond Hitchcock.
Mack Sennett has returned to 'the Coast
and is making plans for a new comedy
production to be filmed as soon as Mabel
Normand returns from Europe.
• * * . *
The Mission Film Corporation is pro-
ducing a short screen version of the
famous song, "The Ninety and Nine."
Clarence Geldert is directing and Nigel De
Brulier is portraying the role of the
Shepherd.
* *, *
Fred Caldwell has just completed film-
ing "Night Life in Hollywood," which he
wrote and directed.
* * *
Alma Lloyd, 7-year-old daughter of
Frank Lloyd, Jackie Coogan's director,
makes her film debut in "Oliver Twist."
"The Kid" has told Alma she can be his
leading lady any old time she chooses.
Tom Santschi is recovering from a re-
cent operation, the second within a year.
Work on the William Fox production,
"The Village Blacksmith," has been stopped
on account of Santschi's absence from the
cast.
* * *
Lucien Hubbard, scenario editor, is on
a two months' vacation.
* * *
George Larkin is being featured in a
series of five reelers for Russell Produc-
Joe Jackson, of Goldwyn's publicity de-
partment, has been elected chairman of the
nominating committee of the Western Mo-
tion Picture Advertisers.
* * *
The O'Conor Productions, producers of
two-reel comedies featuring Billy Franey,
has added a distributing branch to its local
headquarters.
* * *
Myron Selznick has purchased motion
picture rights to "Wine," by William
MacHarg. The story originally appeared
in Hearst's International.
* * *
Lady Princilla Annesley of England,
while visiting in Los Angeles, made a tour
of Goldwyn's studio as the guest of Mrs.
Abraham Lehr, wife of the vice president
and general manager.
* * *
Leslie T. Peacocke has begun produc-
tion of "The Wheel of Fortune" at Fine
Arts studio in Los Angeles.
* * *
The Joy Comedy Company announces
completion of first of series of 12 two-reel
comedies.
* * *
Larry Semon has started work on a pro-
duction called "Golf."
Chet and Sid . Franklin have incorpo-
rated to produce two-reel kid comedies.
The star will be Baby Priscilla Moran and
the casts will be made up entirely of
children.
* * *
An experiment in color photography is
being made in Los Angeles by Chet
Franklin, director. The story, with a
Chinese setting, is titled "Legend of
Troubled Waters." The scenario is by
Frances Marion. Kenneth Harlan and
Anna May Wong play the leads.
.* * * A
Associated First National Pictures, Inc.,
plans to release forty big productions this
fall and winter, according to J. D. Wil-
liams, general manager, who is in Los
Angeles on business. While here Mr. Wil-
liams is conferring with Joseph M. Schenk
regarding plans for Norma Talmadge,
Constance Talmadge, Buster Keaton,
Charlie Chaplin and others.
NEWSPICTURES
(Concluded from page 47)
HERBERT RAWLINSON catches the crooked detective at his dirty work, in "The
Black Basj," an adapted Louis Joseph Vance novel, which Universal is distributing.
Ends — William Jennings Bryan Meets 10th
Grandchild for First Time — Air Bombers Destroy
Fort at Logan Field, Dundalk, Md. — Cartoon —
(Territorial Specials).
KINOGRAMS, No. 2150: French Hold In-
ternational Balloon Race — Twenty Engine Train
Leaves Philadelphia on Parade — Navy Takes
Honors in American Henley — Airman Reaches
Paris in Flight Around World — U. S. Solicitor
General Sails for England — California Wins in
Intercollegiate Meet at Cambridge, Mass. — Chi-
cago Children in Huge Field Da> — President
Harding Wins Golf Prize — (Territorial Specials).
No. 2151: Lincoln Memorial Dedicated at
Washington — New Speed Record Set in Indian-
apolis Motor Races — Warrior Dead Honored at
Arlington Cemetery — Balloons Leave Milwaukee
in National Race — Ambassador Herrick Lays
Cornerstone of American Memorial Hospital in
France — "Sketchogram" — Christy Mathewson Re-
gaining Health — Landis Plays Ball at St. Louis
— Helen Wainright Sets New World's Mark for
Women in 150-yard Swim — French Ambassador
Presents Flag to Harding — Whiskers Race in
Sacramento Ends — (Territorial Specials).
PATHE NEWS, No. 44: France Wins Honors
in Balloon Race — "Rcsista" Resists European
Strong Men's Efforts to Lift Her — Latavia Cele-
brates Second Anniversary of Constituent As-
sembly— Cameramen Visits World's Tallest Wire-
less Tower in Berlin — New Type of Submarine
Launched at Bridgeport, Conn. — Census Figures
Show New York Largest City in World — Ger-
man-Americans Arrive in Germany — Navy Crew
Win American Henley — (Territorial Specials).
FOX NEWS, No. 68: Notables Sailing for
Europe Include William Fox, William Randolph
Hearst, Freda Hempel, Lady Astor — Legal Fre-
ternity Welcomes Harding — Circus Brings Joy
to Crippled Children in Seattle Hospital — News-
ettes — Prince of Wales Unveils Allied War Me-
morial in Yokohama — Picturesque Procession
Marks Annual Catholic Festival in Freiburg, Ger-
many— Jewelry Curb Market Opens in Paris —
Venice, Cal., Landlord Buys Apartment House-~
Motors Race On Dirt Track at Porter, Ind. —
(Territorial Specials).
No. 69: French Balloon Race Begins — Parit
Honors Memory of Joan of Arc — Chicago Chil-
dren in Field Drill — Pershing Reviews Cavalry
at Ft. Meyer, Va. — Twenty Locomotives in
Prosperity Parade — Newsettes — Wcllcsley Girls
Hold Inter-class Races — Sacramento Whiskers
Race Ends — California University Wins Honors at
Harvard Meet — (Territorial Specials).
June 17. 1922
EXHIBITORS HERALD
73
THEATRE EQUIPMENT
PLANS FOR MODERN THEATRE
TO SEAT 1,380 PERSONS
Albany, New York.
EQUIPMENT EDITOR,
Exhibitors Herald.
Dear Sir:
I notice in ycur May 20 issue that you have started theatre planning as a help to exhibitors. Can you
suggest and send me a sketch for a theatre which I am thinking of building on a lot which has a 73-foot
front and is 141 feet deep?
It is in a city with a population of 30,000, west of Pittsburgh, which has no vaudeville or legitimate
house. I am figuring on a theatre for vaudeville and pictures.
Am thinking of having a small store or stores on each side of lobby. Enclosed is a sketch of the lot,
which shows that it has an alley on one side and also in the back of the lot. These alleys are really public
driveways.
I will appreciate any information and suggestions that you can give me.
Very truly yours,
WILLIAM BERINSTEIN,
Majestic, Colonial and Hudson theatres.
Furthering the service started recently to assist exhibitors in obtaining
an accurate idea of the possibilities of their lots for theatres which they
propose to build, the Herald presents herewith another set of plans for a
site on which William Berinstein is contemplating the erection of an addi-
tional theatre. This new feature is meeting widespread approval. It
enables showmen who have chosen a site for their new theatres to gain a
comprehensive idea of the size and type of structure it will accommodate.
The arrangements suggested represent the work of experts in this line and
are accurate in every detail.
figure if it is agreeable to reduce the size
of the shops or stores indicated on the
drawings.
Pending final approval of the authori-
ties it is suggested that the entire width
of the lot be utilized for the auditorium
and a special court be provided along
side of the stage as an emergency exit.
Box Office Near Sidewalk
It will be noticed that in the lobby the
box office has been placed quite close to
the sidewalk. This is not only advan-
tageous for motion picture shows but at
the same time offers opportunities for a
formal box office when the theatre is be-
ing used as a vaudeville house.
An unusually interesting mezzanine
floor is provided as shown in the sketch
of the longitudinal section. This is in
keeping with the most modern construc-
tion and theatre layout. It is suggested
that the treatment of the auditorium be in
Spanish style which offers opportunities
for splendid color schemes and unique
indirect lighting.
Stage for Plays
The sketches also indicate a standard
stage large enough to accommodate any
production. Adequate dressing room
facilities may be placed in a sub stage.
The elevation of the building suggested
is typically theatrical and can be executed
in combination of stone and brick or terra
cotta and stone.
While the plans are made specifically
for a certain lot they contain food for
thought and study by every exhibitor
who has in mind the building of a new
theatre. They incorporate the latest de-
velopments in theatre architecture and
construction and in each instance, the
most efficient method for the arrange-
ment of various departments of the play-
house.
Owns Three Theatres
Mr. Berinstein's lot and his wishes in
connection with the new theatre he in-
tends to build are described in his letter
on this page. Incidentally, Mr. Berin-
stein already owns and operates three
playhouses; the Majestic at Elmira, N.
V., and the Colonial and Hudson at Al-
bany, N. Y.
The site for the new theatre is well
adapted for the building of a modern
playhouse that will not only be suitable
for motion pictures but can efficiently be
used for the presentation of legitimate
drama and the putting on of a standard
vaudeville show.
Can Seat 1,380
A modern house with a seating capac-
ity of 1,380 can be erected on the loca-
tion. The main floor would seat 730 and
the balcony would contain 650 seats.
The seating capacity of the main floor,
however, could be enlarged above this
— 1
Cross
Sto^ace I boor
L)SH£R.S .
BALCONY PLAN
Plans of other sections are shown
pages following.
74
EXHIBITORS HERALD
June 17, 1922
PLAN FOR MODERN THEATRE ON LOT 73 BY 141 FT.
Upper. of
C A N O P>f,
MEZZANINE PLAN
The Balcony Plan Is
Sh own in Drawing on
the Preceding Page
Sketch for
William Bennstein
Submitted by
Advisory Architectural
Service
of the
HERALD
K L L E y
I»17
5 \ R. E. E. -\
MAIN FLOOR PLAN
LONGITUDINAL SECTION
76
EXHIBITORS HERALD
June 17, 1922
Theatre
Construction
News
New Projects
Dallas, Tex.— Col. E. S. Moss, member
of the city plan commission, has filed
application for the erection of a motion
picture theatre in Oak Lawn.
*
Ft. Dodge, la. — Richard Snell of
Clinton, 111., will build a theatre here.
Plans are being prepared by architects
Damon and O'Mara.
*
Waukegan, 111. — Sid Heyman, owner
of the Orpheum theatre, in conjunction
with prominent business men of Chicago
and Waukegan, is planning the building
of a new theatre. *
Corvallis, Ore.— Whiteside Brothers
are erecting a $75,000 motion picture
theatre here. *
Omaha, Nebr. — Bids will soon be re-
ceived by architect J. Chris Jensen for
the $180,000 theatre building to be erected
for A. H. Blank Enterprises.
*
Riverbank, Cal. — A party from Colo-
rado is in this city looking over sites
for a new theatre. *
Cooperstown, N. Y. — Bids have been
asked by architect Morrison for the
theatre to be built in the Oneonta hotel
by Shine Theatrical Corporation.
Norwalk, Conn.— The Polish Club of
Norwalk has started construction of a
$20,000 motion picture theatre. Walter
Wisnieski heads the committee in charge.
*
Grand Junction, Colo. — Contract for
the erection of the $100,000 Avalon the-
atre has been let to Winterburn & Lums-
den, local contractors, by Grand Junction
Theatre Corporation.
Los Angeles. — A theatre and store
building to cost $50,000 will be built on
Sunset boulevard for Nick Lazarevich.
Plans have been prepared by architect F.
A. Noyes, Jr. and Gordon La Barr, 1022
California building.
*
Springfield, Mass. — A new theatre will
be erected at 254 Main street by William
Fox Play Company from plans prepared
by Thomas W. Lamb, 644 Eighth ave-
nue, New York City.
*
New York, N. Y. — Bids are being re-
ceived by architect George and Edward
Blum, 505 Fifth avenue. New York City,
for a $500,000 theatre building for Morris
M. Glaser.
*
Richmond, Va. — John Pryor. Danville,
Va., has received the contract for the
building of a theatre at Seventh and
Broad streets for Broadway Amusement
Company. C. K. Howard, Atlanta, is the
architect.
*
New Britain, Conn. — A one story the-
atre will be built by Solomon Schurberg.
55 Franklin street from plans prepared
by architect F. C. Waltz, 407 Trumbull
street, Hartford, Conn.
*
Cohoes, N. Y. — Louis A. Buettner and
Louis A. Shearer, members of the Co-
hoes Amusement Company, will build a
new motion picture theatre here.
*
Albany, N. Y. — Plans have been pre-
pared for Fred Elliott, owner of the
Clinton Square theatre for a new play-
house to have a seating capacity of 1,200.
*
Wilkinsburg. Pa.— A $200,000 theatre
will be erected by Edgar A. Eaton from
plans prepared by Architect Victor A.
Rigaumont, Vandergrift Bldg., Pitts-
burgh.
Ownership Changes
Williamsburg, la.— C. D. Zirbel of
Grinnell has purchased the Laton motion
picture theatre here.
*
Brazil, Ind.— The Brazil Theatre Cor-
poration has sold the equipment and
lease of the Sourwine and Arc theatres
to Dr. T. A. Walsh of this city.
*
New Castle, Ind.— The Davis &
Walter theatrical company has leased
the Grand motion picture theatre. The
company's offices at Dayton, Ohio, will
be moved here.
*
Newton, la.— A. H. Blank of Detroit
has purchased the Rialto theatre from
Nate Frankel adding to his chain of
houses throughout Iowa.
Salt Lake City, Utah.— W. E. Shipley.
who controls the Empire theatre on State
street has acouired the Gem theatre here
from W. H. Swanson.
*
Topeka, Kan.— The Best theatre in
this city has been acquired by Lee
Wyckoff and Chester Hays.
The cooling breeze does the trick!
What if it is sticky, sizzling hot outdoors!
Give your audience steady, refreshing
Typhoon Breezes — cool 'em off — make 'em
comfortable.
And then — no matter how hot it gets—
you're ready for the biggest kind of big
summer business.
It costs you nothing — because the extra
business pays for Typhoons the first
summer.
Over 1 ,000 Typhoon-cooled theatres prove it
— and at least one of them is near you.
Reduced prices— very liberal terms.
Write for Booklet T-21
TYPHOON FAN COMPANY
345 West 39th St., New York, N. Y.
Buffalo New Orleans Chicago
Philadelphia Dallas Los Angeles
Tune 17. 1922
EXHIBITORS
HERALD
77
ONE OF THE camera trucks in the fleet of the Tisdale Industrial Film Corpora-
tion used in connection with local feature productions.
PRACTICAL AND
MODERN SMALL
TOWN THEATRE
All the beautiful and modern motion
picture theatres are not in the big city
C. H. LYMAN'S Moon theatre at Spen-
cer, Nebraska.
as this photograph of the Moon theatre
at Spencer. Nebraska, plainly indicates.
The population of Spencer is 950. The
Moon theatre seats 500.
C. H. Lyman is owner and manager
of this tine little playhouse. The build-
ing is 27 feet by 120 feet, strictly fire-
proof throughout. It has an operator's
room measuring 8 by 9 by 17 feet.
Motiograph machines and a Hallberg
generator are used. The interior is com-
fortably furnished and the appearance is
most pleasing under the cove lighting
system. There is also a stage 27 by 18
feet.
The building has an inviting and sub-
stantial appearance. Notice the unique
arrangement of the box office.
SAN ANTONIO. TEX.,
TO GET NEW HOUSE
COSTING A MILLION
A new theatre, which will rank with
the finest in the country will be built
in San Antonio by San Antonio Amuse-
ment Company. Official announcement
of the project has been made by VV. J.
Lytle, general manager of the company.
Plans for the house are in course of prep-
aration by Prince & Benjamin, architects.
According to estimate the building will
cost $1,000,000. The structure will oc-
cupy a site 125 feet by 150 feet with two
entrances, one on Houston street and
one on Travis street. The seating capac-
ity is to be 3,500, the balcony accom-
modating 1.300 of these seats. The main
building will be two stories in height
and constructed of reinforced concrete
and steel.
Touring
Nebraska
mih H. E. X.
Ansley. — A very pretty house of 250
seats has been opened recently in this
city. Henry E. Muessel is giving the na-
tives some real pictures and is enjoying
a good patronage. One of the novel ar-
rangements of this house is a beautifully
furnished ladies' rest room and commun-
ity center for the farmers' wives. Latest
type Simplex with Mazda equipment are
used and the Ansley will show five nights
a week instead of four.
* * *
Broken Bow. — At this point we find the
genial H. F. Kennedy. Vice-President
and Executive member of the M. P. T. O.
A. of Nebraska. His Lyric Theatre is
enjoying the business of the town and
H. F. seems to enjoy competition. Big
features are his specialty and he states
"School Days" is booked for an early run,
also Chic Sale in "His Nibs."
* * *
Arnold. — A. R. Ervin has had his
share of trouble the past few weeks.
With the dam going out and the Isis
closed on account of diphtheria and scar-
let fever epidemic, the milk business is
keeping things going. Exhibitor Ervin
plans to build a 300-seat house here just
as soon as business shows an improve-
ment.
» * *
Merna. — A. A. Spradling, the local C,
B. & Q. agent, will install a Mazda equip-
ment this summer and a ventilating sys-
tem. This house is now showing two
nights a week.
* » *
Callaway. — A new blizzard 30 fan has
just been installed in the Star. W. Hay-
cock is planning some big things for his
house and nothing is to be left undone to
make the Star as up-to-date and complete
as possible.
* * »
Oconto. — As an expert on eggs and
poultry Merle Compau is a good show-
man. The Princess has just been redec-
orated and I. L. C. fans installed. This
house has been closed down to one night
a week.
FOR SALE
AT A
BARGAIN
HALLBERG MOTOR GENERATOR
Lied three months. First diss condition. Volts 1 10 22040
Cycle-Phase 3-vorts 55-70 amperage 30-70 current AC to DC.
Strauss and Blum. Inc., 2S4 West 41st SL, N. ¥. Gtr
ill- ATlfclC
1
HEATING
v/ENTILATlNS
I
f
Let the theatre
I ventilation
specialists
tell vou tiow —
71 North 6th Street
Brooklyn, N. Y-,
An outstanding reason for the pre-eminent
popularity of the HERALD with the cre-
ators of motion pictures— directors, play-
ers and writers — is the department,
"What the Picture Did for Me," which
affords the one indisputable record of box
office performance.
CHICAGO TRADE EVENTS
Prominent Exhibitors
To Be League Guests
Luncheon1 Is to Be Held on
June 6 at the Hotel
Sherman
A number of prominent Chicago ex-
hibitors have been invited to attend a
luncheon on June 6 of the state and local
executive boards of the M. P. T. O.
The get-together will be held at the
Hotel Sherman at 12:30. It will mark
the regular meeting of the two league
boards. Attendance, however, is not con-
fined to members of the executive com-
mittees.
Arranged by Abrahams
Among the prominent theatre men
here who have been invited to the lunch-
eon are: Ascher Brothers, Lubliner &
Trinz, Balaban & Katz, Jones, Linick &
Schaefer, H. Schoenstadt & Sons, and
others.
Sam Abrahams, recently elected vice-
president of the Illinois association, is ar-
ranging the luncheon. Since his induc-
tion into office, Mr. Abrahams has made
an active campaign for members.
No Ripple in Water
The squabble among exhibitors in the
East has created but little stir here.
Local headquarters, under the guardian-
ship of William J. Sweeney, is devoting
itself solely to strengthening its ranks.
Any afternoon Silha, Frank, Seigel,
Dibelka, Powell and others from the
ranks of the old guard may be found
at local headquarters discussing pertinent
matters concerning the industry — but
never secession, or otherwise.
C. J. Giegerich Returns
Charles J. Giegerich, who has been
in Chicago exploiting "Fair Lady," the
Whitman Bennett production, distributed
by United Artists, and which just closed
a successful week's engagement at the
Randolph theatre, has returned to New
York. Much snappy copy appeared in
the local newspapers, which was the
work of Mr. Giegerich.
When you're trying to say one
thing on your screen- and your
trailers are saying something
1 else it's time to start using
Filmack Trailers
They are more elaborate and
artistic than any other Trailers
on the market today.
24 Hour
1 You dan get
FILMACK Trailers
1 withorwithoutBccnct
for a fo ■
f|p 'i about it.
UC Tinl.n? FREE.
Service
IRVING
MACK
& CO., Inc.
808 S. Wnbash
Chicago, 111.
BUSTER KEATON in "My Wife's Re-
lations" a new comedy being distributed
through First National.
Will Pay $260,000 and
A Share in Profits as
Annual Roosevelt Rental
Balaban & Katz, according to an an-
nouncement, will pay Ascher Brothers
$260,000 and a share in the net profits as
annual rental on the Roosevelt theatre in
State street. The lease on the house
runs for five years, with an option to re-
new for another period of five years.
This is said to be the highest rental
paid on any theatre in America. With-
out sharing in the profits, it is said to
give Aschers a 10 per cent interest on
their investment. The rental will be paid
in installments of $5,000 weekly.
A. J. Balaban states that the company
will save at least $100,000 annually in
film rentals, owing to the elimination of
competition.
Frank Zambreno Signs
Up Another Salesman
Frank Zambreno, president of the
Unity Photoplays Company, has signed
up another salesman. Under the terms
of the contract, this latest addition to
Frank's sales staff, however, will not be-
gin actual work for eighteen or twenty
years.
The "salesman" is the son of Mr. and
Mrs. F. G. Frackman. He arrived via
the stork express a week ago, and his
proud father is already instructing him
in the rudiments of winning exhibitors'
confidence by giving them service.
Pittsburgh Branch
Opened by Tisdale
Further Expansion Planned
by Company to Care for
Growing Business
A new branch, with complete equip-
ment, and carrying on its staff some of
its best men, has been opened at 339
Fifth avenue, Pittsburgh, Pa., by Tisdale
Industrial Film Corporation. The open-
ing of the Pittsburgh division is the first
move in a series of further extensions
contemplated for the future to care for
the growing business of the company in
all sections of the country.
Baumer in Charge
E. J. Baumer, who has been with the
home office in Chicago, has been placed
in charge of the new branch. Other
veterans of the Tisdale organization,
formerly in Chicago, who will be asso-
ciated with Mr. Baumer are: H. T.
Smith, G. J. Murphy, G. H. Naylor, C.
D. Davis, J. H. Bartholomew and Robert
Ashcraft.
Thirty thousand dollars worth of
equipment, according to President Tis-
dale, has been provided for the Pitts-
burgh branch, included among which are
three large camera trucks.
Further Branches Planned
The opening of the Pittsburgh office
will enable the company to more effi-
ciently serve exhibitors in such terri-
tories as West Virginia, Virginia, Penn-
sylvania and portions of Ohio in the
making of local feature productions. To
care for the growing demands for the
production of local feature films and its
other activities it is planned to estab-
lish new branches in Boston, Ft. Worth
and Atlanta in the fall.
Two Stars in Support of
Hammerstein'in New' Film
The requirements of Edward Mon-
tagne's story, "Under Oath," which will
bring Elaine Hammerstein to the screen,
Julv 10, has Niles Welch and Mahlon
Hamilton supporting her in roles of
equal importance. This proceedure de-
parts from the usual routine where one
man plays the lead and most of the re-
maining roles bring minor players into
the support.
Makes Colored Subtitles
B. Cory Kilvert, well-known artist and
illustrator, is painting the colored title
backgrounds for "Pink Gods," the pres-
ent Pcnrhyn Stanlaws Paramount pro-
duction, in which Bebe Daniels, James
Kirkwood, Anna Q. Nilsson and others
appear.
Hellman Going East
Morris Hellman, president of Reelcraft,
goes to New York on Saturday to con-
fer with a number of Eastern distributors
regarding new product for his three ex-
changes. His stay will be brief.
June 17, 1922
EXHIBITORS HERALD
79
UNIVERSAL WELCOMES FRANK BACON.— The famous thespian addressed the
salesmen at their weekly meeting May 27. Left to right, those present were (top
row) : E. A. Phelps, W. F. Wendell, J. Denton, A. H. Hullinger, Louis Laemmle,
Ted Schlanger, Mr. Bacon (seated); M. Hensch, Herman Stern, dist. manager;
Carl Leserman, I. Leserman, business manager; J. St. Clair, L. W. Alexander,
I. J. Sampson, and L. Astrachan. (Bottom row): Harry Igel, F. O. Neilsen, R.
Alberts, C. Casanave, W. L. Hill, H. S. Granger, one of the cast of "Lightnin"'; J.
Ray Murray, Exhibitors Herald; Walter Hyland, H. Weiss, R. Funk, S. Decker,
and Henry Igel.
[cine ago" personalities j
WE NOTE that Al Lyon of the Peo-
ples theatre, just to the rear of the
Yards, has been standing 'em lobby
deep from May 28 to June 1 with his big
offering of "Ten Nights in a Barroom."
with Flora Craig, former leading lady to
the intrepid Tom Mix, as an added attrac-
tion. We all agree the charming Miss
Craig can scribe her own figures for future
•play dates. Of course heaps o' credit is
coming to Al, he sure knows how to pick
'em.
* » *
Max Levey, manager of the Exclusive
Film exchange, tells us his new novelty
reel, "Cowboy Frolic," is taking the big
circuits by storm. Opening set-in being
the Chicago theatre, June 12. followed by
the Ascher and L. and T. circuits. Max
will shortly release his new feature, "Love
Slave," for the discerning showmen of In-
diana and Illinois at an early date.
* * *
The boys along the Row were all given
a thrill to greet Buddy D. Leo Dennison
who returns from his sojourn in sunny
Arizona en route for the East. We'll say
the erstwhile Fox representative is looking
like his self once again.
* * *
We cut in on a radio broadcast the other
day with an Allegan, Mich., date line in-
forming us of the fact that C. E. Bond,
city sales manager for the local First Na-
tional exchange, had dragged 150 pike from
the lake on a four hour fishing escapade.
Understand, according to nautical census,
the population of slid body of water gives
a total of a trifle over sixty-five. How
about it, Bond, ol' scout?
* * *
James Murtagh, of Progress Pictures,
was pilot to J. S. Jossey of Arrow Film
Corp. and George Levy of Kempson Pic-
tures, on a merry jaunt to the big races
held at the Speedway. Indianapolis, May
30. Jim's Ford sedan behaved very nicely
By Mac-
during the trip from Chi, but absolutely re-
fused to move further when parked in front
of the Lincoln hotel. The affair so fussed
J. S. Jossey that he embarked for St. Louis,
June 1, to sort of forget it. Great place
to go, if one desires to get rest and forget,
eh, Jossey?
* * *
Edwin Silverman returned June 1 after
a week's visit to the home office of Select
Pictures. The popular local executive car-
ries a very knowing smile when quizzed
about his trip. Never mind, we'll get him
on the golf course when he slips the little
elusive pill in one of those Idlewild traps.
* * *
Si Grjever, of Griever Productions, is
sure putting his novel film offering, "Saw-
ing a Lady in Half Exposed," over with
a gusto. To date he has the B. & K.,
Ascher, L. & T. circuits, Woodlawn and
Stratford theatres playing it for week runs.
* * *
Again referring to Harold Loeb, who is
now a happy young benedict, we learn he
put over a Cook's tour for his honeymoon,
visiting Philadelphia, New York, Wash-
ington and Englewood. Lest we forget,
Niagara Falls is on the itinerary yet. Alter
this, Harold, I'm afraid we'll have to call
you Harold "Mac" Loeb on the recent buy.
* * *
E. J. Eichenlal'e, manager of the local
First National exchange, has joined the
motor commuter's brigade of the exclusive
north Edgewater section having recently
acquired new apartment quarters on Far-
well avenue near the Road.
* * *
Ted Meyers, asst. manager City branch
of Pathe, blossomed out in a new tailored
sensation with the entree of June 1. Nice
job, Ted, ol' deah; must have taken the
American Bridge Co. quite a spell to plan
it!!
* * *
Paul Sittner, "the little mayor of Sedg-
wick terrace," one of the regular diners
at the Chin Chin club, arrived the other
afternoon with one of those 'sun kist' straw
sombreros and after packing one of the
club's famous sixty cent'rs under his belt
was seen to leave with Chub Florine's
1922 Knox model, giving it a nice stroll
between the rain drops. Not NICE A-
TALL, Paul, wadderyer say, Chub?
* * *
With Ed Bricketto preparing to haunt
Allegan's fishing lands, Tom Dillon pen-
ning poems de luxe, and Gradwell L. Sears
ready to leave for a "rest" amid the soman-
buhstic environs of St. Looey, the local
First National sales crew is keeping well
out in front these days.
* * *
With Frank Zambreno. president Prog-
ress Pictures and Unity Photoplays, about
to buy his new straw lid, we'll admit the
summer of 1922 is upon us. Hasten, Frank,
please! !
* * *
Evidently a certain fair one of the bru-
nette type has mastered the intricacies of
that Dodge touring car, for she calls for
Clarence Phillips about 5:30 P. M. each
eve. Looks like another Lohengrin march
is shortly to be played.
* * *
The best rise we could separate from
Carl Harthill, manager of the local Na-
tional -exchange was to the effect that Oak
Park is looking forward to some mighty
happenings in the near future. Ah ! Please,
Carl, give's the lowdovvn, won't you'
* * *
"Chick" Keppler. ex "leather neck," one
of those guys that won the war, pulled
into the local Pathe office the day following
-May 30 looking just fair after much ex-
citement. We heard he attended some
birthday celebration and that Ollie is still
receiving compliments -on the gala affair
* * *
Ralph T. Kettering, general representa-
tive for Jones. Linick & Schaefer has his
bags all packed and leaves on or about
June 8th for San Francisco, along with
about 600 other Shriners. While out there
Ralph will inspect Marcus Loew's new thea-
tre, the "Warfield," named for the illus-
trious David who has been Mr. Loew's
silent partner for many years.
* * *
Walter Lindlar, assistant exploitation
chief of Paramount, has been called to Chi-
cago to assist putting over "The Loves of
Pharaoh which plavs an extended engage-
ment at the J. L. & S. Randolph theatre.
* * *
Ralph O. Proctor, who has been sign-'ng
up the exhibition hereabouts for "Fool-
ish Wives." returned to New York last
week.
* * *
Aaron J. Jones has just returned from
•T a wnere he made arrangements
with Adolph Zukor to have the premier of
two of Paramount'? new pictures at the
Randolph. They are "The Woman That
Walked Alone," with Dorothv Dalton and
The Good Provider," with Vera Gordon
Incidentally. Mr. Jones spent the week golf-
ing with Mr. Zukor on the w. k. Zukor
links.
* * *
This is a spoony week around the seven-
teen Ascher Bros, theatres where they are
giving away silver State spoons to the
ladies. They distributed 20.000 last week
and a like number will be handed out free
this week.
Joins Merritt Crawford
Charles E. Hastings, well known as a
biographer of screen artists under the
nom de plume of John Pycroft Smith, has
joined the staff of Merritt Crawford, man-
aging director of Screen Bulletin Service,
904 Fitzgerald Building.
7
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmei.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
Minter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels. „
Belle of Alaska (Chester Bennett Prod.), five
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), six
Bluebeard Jr. (Jas. Livingston Prod.), five reels.
The Lying Truth (Marion Fairfax Prod.), six
feels. ,
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
Myxoid Kentucky Home (Pyramid Pictures),
seven reels. . ,
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five ree s.
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP.
The Girl from Porcupine, five reels, with Fairo
Binnev. . , „. ,
God's Country and the Law, six reels, Gladys
LoveSlHate and a Woman, six reels, Grace Davison.
A Yankee Go Getter, five reels, Neva Gerber.
Dangerous Paths, five reels, Neva Gerber.
Price of Youth, five reels, Neva Gerber.
Ten Nights in a Bar Room, eight reels, John
Lowell. , .«,""•-»
The Innocent Cheat, six reels, Roy Stewart.
Chain Lightning, five reels, Ann Little
A Motion to Adjourn, six reels, Roy Stewart and
Marjorie Daw. ,
Back to Yellow Jacket, six reels, Roy Stewart and
Kathleen Kirkham.
The Broken Silence, six reels, Zena Keefe.
The Splendid Lie, six reels, Grace Davison.
The Double-O, five reels, Jack Hoxie.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distrihuted throw* Pathe Exchanges
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter Ue-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up I (Florence Vidor), six reels.
Don't Doubt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
Silas Marner, seven reels, All-Star.
The Real Adventure, five reels, Florence Vidor.
When the Devil Drives, five reels, Leah Baird.
PLAYGOERS PICTURES, INC.
9— Across the Divide, six reels.
23— Tropical Love, five reels.
13— Father Tom, five reels
20— Anne of Little Smoky, five reels
4— The Ruse of the Rattler, five reels.
15— Reckless Chances, five reels.
26 — Hills of Missing Men, six reels.
2 — Sunshine Harbor, six reels.
16— A Pasteboard Crown, six reels.
23 — Lonesome Corners, five reels.
7 — Tracks, six reels.
Oct.
Oct.
Nov
Nov
Dec
Jan.
Feb.
Apr.
Apr.
Apr.
May
ASSOCIATED PHOTOPLAYS, INC.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels,
nangerous Love, five reels.
Captivating Mary Carstairs, five reel (Norma
Talmadge re-iaue.)
The Heart of the North, five reels, Roy Stewart.
Life's (Greatest Question, six reels, Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
ball Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels,
Cullen Landis.
What No Man Knows, Clara Kimball Young.
The Worldly Madonna, Clara Kimball Young.
FAMOUS PLAYERS-LASKY
Saturday Night (Cecil DeMille), 8,433 feet.
The Law and the Woman (Betty Compson), 6,461
feet.
Moran of the Lady Letty (Dorothy Dalton), 6,360
feet.
Boomerang Bill (Lionel Barrymore), 5,489 feet.
A Homespun Vamp (May McAvoy — Realart),
4,777 feet. _ . ,
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels— Realart), 4,748
Traveiin' On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet. _ . „ , „,„ . .
The World's Champion (Wallace Reid), 5,030 feet.
The Mistress of the World (Special— Chapter 2),
5,275 feet. . „,,..«. \
Her Husband's Trademark (Gloria Swanson),
Bobbed f Hair (Wanda Hawley— Realart), 5,000
Foof's Paradise (Cecil DeMille) 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
The^Hcart Specialist (Mary Miles Minter— Real-
art), 5,000 feet. _ . . •
Beauty's Worth (Marion E|v.«-Cosmopol.tan)
The Mistress of the World (Chapter 4), 3,825
The^Green Temptation (Betty Compson), 6165
Through a Glass Window (May McAvoy), 4,490
Find^the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton), 4.698 feet-
The Sleepwalker (Constance Bmney) 4.530 feet.
Bought and Paid For (Wm. DeM.lle-Ay res-Holt),
5,600 feet.
The Devil's Pawn (Pola Negri) 4,712 feet
The Crimson Challenge (Dorothy Dalton), 4,942
TheeTruthful Liar (Wanda Hawley), 5,248 feet.
The Spanish Jade (Robertson Prod ), 5111 fee .
Is Matrimony a Failure? (All-Star), 5.618 feet.
The Good Provider (Cosmopolitan), 7753 feet.
Beyond the Rocks (Gloria Swanson). 6740 feet.
The Wife Trap (U F. A. Prod.) 5207 feet
The Beauty Shop (Cosmopolitan Prod ), 6536 fee .
North of Rio Grande (Holt-Daniels), 4770 feet
The Man from Home (Geo. Fitzmaurice), 6895
feet
The Ordeal (Agnes Ayres), 5000 feet.
The Bachelor Daddy (Thos. Meighan), 6229 feet.
FIDELITY PICTURES CO.
The Married Virgin, six reels.
Frivolous Wives, six reels
FIRST NATIONAL
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P., with Charles Ray.
Pilgrims of the Night (Frothinghara Pro.-Asso.
Blind Hearts (Bosworth Pra-Assq. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble-Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Kathenne MacDonald.
Ix>ve's Redemption, with Norma Talmadge.
The Beautiful Liar, with Kathenne Macponald.
The Song of Life, seven reels (John M. Stanl
KinTred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Sellg-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The Barnstormer, with Charles Ray.
Ked Hot Romance, six reels (Emerson-Loos).
Penrod, eight reels, Wesley Barry.
The Cave Girl, five reels.
The Lotus Eater, seven reels, John Barrymore.
Caberia, nine reels, Special.
My Boy, five reels, Jackie Coogan.
The Seventh Day, six reels, Richard Barthelmess.
A Question of Honor, six reels, Anita Stewart.
Gas. Oil and Water, five reels, Charles Ray.
Smilin' Through, eight reels, Norma Talmadge.
The Infidel, six reels, Katherine MacDonald.
The Woman He Married, seven reels, Anita
Stewart.
FEDERATED FILM EXCHANGES
The Servant in the House, five reels, with all-
star cast.
Dangerous Toys, seven reels, with all-star cut.
Heidi of the Alps, Prizma.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur's Comrt, eifhi
reels.
Thunderclap, seven reels.
Shame, 8,200 feet.
Perjury, 7,400 feet.
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARM M SERIM1
His Greatest Sacrifice, six reels.
A Stage Romance, 6,418 feet.
PEARL WHITE SERIBI
Beyond Price, seven reel»-
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SERlUa
Ridin' Romeo, five reels.
Big Town Round-up, five »-»els.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL SERTBI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIES
Ever Since Eve, five reels.
Queenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUSTIN FARNUM SERIES
The Primal Law, five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILBERT SERIES
Gleam o* Dawn, 4,178 feet.
24ITH CKNTI'MY BH*Nn
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy- Walker).
Whatever She Wants. (Eileen Percy).
Smiles Are Trump (Maurice Flynn), five reels.
Extra! Extral (Walker- Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Windsor.
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor.
Quo Yadis, six reels, All-Star. • '
Girl from God's Country, seven reels, Nell ShU>
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Bear, Boy and Dog. two reels.
Puppy Days, 959 feet.
Robinson Crusoe Hours, 966 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest.
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
Ace of Hearts, seven reels.
Dollar Devils.
Seventh Anniversary and Studio Number
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'KI'KW'.KV'H'
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t iff fit ty
Calls It Barthelmess' Best
Charles W-. Picquit, of the Carolina
theatre, Pinehurst, N. C, writes :
"'Sonny' is the finest Barthclmess
picture, even with 'Tol'able David' in
mind. It has everything that makes
perfect screen entertainment; an ab-
sorbing story with just enough tears
and laughs. It will be not only a box
office winner but will win thousands
of new friends to the screen."
Inspiration Pictures, Inc., presents
Richard Barthelmess
m "SONNY"
From the play by Georpe V. Hobart : s-jreen adap-
tation by Frances Marion and Henry King; directed
by HENRY KING.
A First National Attraction
ft
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XIV N« ?fi MARTIN J. QUIGLEY. PUBLISHER lun«»24 \Q?9
nuw, rw. tiO. Ent„ti v ,tco*dci<u, .ruutrr, August ro, 1917. at th, Post Ofhct at Chicago, III., under tkt Act of March 3, 1S79 June t.*,
p. 1... 1. . -. i- i n . . 1 . . r. ,-L. . .
% REGINALD BARKER |^
RE6INAL
DENM
Hero of "The Leather Push "
series — idolized by the men — li i
by the women — in
CHARLES T. DAZEY
TH EE
KENTUCIC
The greatest racingr picture of I
agre from Chas. T. Dazey's fam i
stage success, "The Snburti
Directed by
EVERY ONE OF THESE PICTURES WILL BE A
-IOUSE
5ETEPS
IB a big- special cast including
3 sell Simpson, Edith Hallor.
■ y Phllbin, Oreo. Hackathorne,
} rude Claire, Bamsay Wallace
HAL REID
HUMAN
HEARTS
fro Hal Beid's great stage slic-
es Dedicated to the mothers of
e -oriel. Directed by
PRISCILLA
N
supported by Robert Ellis, Wal-
lace Beery and a notable cast in
a big- dramatic picturization.
FRANCES MOOGSOM BURNETT
THE
FLAME
OF LIFE
from Prances Hodgson Burnett's
famous novel "That Lass O'Low-
ries." Directed by
IO BART HENLEY
EILEEN
with Helen Jerome Eddy and an
all star cast, including- Edward
Heam, Lydia Knott, Lloyd. Whit-
lock and many others.
BOOTH TAR.KINGTON
THE
FLIPT
a vivacious picturization of Booth
Tarkington's widely read novel.
Directed by
n
TO BE PRESENTED BY
® CARL LAEMMLE
VIRTISED IN THE SATURDAY EVENING POST
They 've got to be good
to do this!
Baby Peggy in "Tips," now playing at the
Mark Strand, Brooklyn, N. Y.
Queenie in "Horse Tears," running for three
weeks at the Criterion, Broadway, N. Y.
Lee Moran in "Apartment Wanted," now in
second week at Shubert's Central, Broad-
way, N. Y.
"Horse Tears" and "You and Me" booked
for entire Loew Circuit.
Playing the Biggest First Run
Houses Everywhere !
Big Showmen know that Centuries
are their best comedy bet. They
are real laugh-getters with real
stars — and you get them not once
in a while, but once every week in
the year.
Cemtuwcomemes
PRESENTED AND DISTRIBUTED By
PLAYGOERS PICTURES
FOREIGN ■ REPRESENTATIVE
SIDNEY CARRE TT
HORSES disappearing by the hun-
dreds. No clue but a myster-
ious cow track. The whole border
community up in arms.
Enter a wandering, whistling cowboy.
So starts the suspenseful story, just as
close knit and logical as any big draw-
ing room drama.
Yet Western to the life in the excite-
ment of its stunts and hair-raising
riding.
Too many Westerns have lacked con-
vincing stories.
Too many stories have failed to reveal
the true spirit of the West.
Here is where the successful combin-
ation meets.
The result —
A perfect show made triply sincere by
the presence of Bill Patton, Noble
Johnson and Beatrice Burnham.
you can bet your Box^fice, It's THERE!
Physical Distributors
Path! Exchange
9\ Noble Johnson Production'
YOUTH -LOVE-ADVENTU RE-
PEGASUS AND A PRETTY GIRL
WHAT MORE CAN ANY BOX OFFICE ASK?
ILLIAM FOX presents
^^^^
LYNN REYNOLD5
EXHIBITORS HERALD
Tune 24, 1922
Here's the big way to explc
A magnificent reouesr revival of L
A colossal array of box-office names — Imagine what >i
can do with such names as Griffith and Reid and ' si
and Cabanne not to mention the age-old fame of I n
Tennyson's love poem — Imagine what you get when i
talents of these great artists are merged into one big x
office SHOW—
Imagine, Mr. Showman, how you can exploit t! 1
names — Imagine how you can advertise the big s p
wreck scene — Annie's wedding to Philip, the rom, :i
of which has come down the ages in Tennyson's ii
verses — Imagine how you can play this great if
SHOW against the summer heat — Imagine what n
can do with our smash posters with those names n-
blazoned in huge type —
A ready-made audience of millions awaits this unu al
attraction — School children for generations have c n-
mitted the poem to memory — All want to se it
brought to life by the magic of Griffith — Book is
attraction NOW and get behind it with our expli a-
tion — Go over the following stunts culled from
our big press sheet — They're only samples of
what we've prepared to help you mop up with I
this red-blooded SHOW!
Wallace
Reid
1 There's a novelty drinking cup! Just like
the paper cups used in thousands of offices.
They make absolutely sound and sure and,
CHEAP advertising. Each cup carries a red-
fire message that drives home the title of the
attraction and the names of the stars, plus the
intimate personal invitation to "drink to the
health of Lillian Gish and Wallace Reid." Im-
agine what a stir these will cause if you dis-
tribute them in your rtiwn.
2 A corking novelty wedding ring. A duplicate of the
real thing only CHEAP. Another absolutely prac-
tical stunt. These rings are of good metal, made to fit
the average "ring" fin-
T>ICTURf~? .
ring
ger, and are attached to
a card on which the
advertising message is
printed. "An exact
replica of the wedding
Book immediately through your nearest R-C Exchange.
Produced under the pe
D.WI
June 24, 1922
EXHIBITORS HERALD
9
UolloceReid/LillionOish
yson's immortal classic Enoch Arden"
rir used by Lillian Gish and Wallace Reid in 'The Fatal Marriage'.'
Isi that a WOW? We ask you?
3 \nother Knockout! A nifty cardboard novelty. Like the others,
suifire and cheap. It's a card shaped like a man's hand, holding
beteen the thumb and index finger a ring, the inside of which is
cut>ut. Made of good strong material, printed in black ink. For
dis bution in homes, clubs, offices, shops, etc. Big ballyhoo
on »ch one. Give free admission to anyone whose "ring"
fin* - fits into the opening.
i mystic ring! Makes a great ballyhoo. The rings, made
of rdboard, come in envelopes, three rings in each. Dis-
trih e them a few days in advance of show. Room for theatre
nan on each ring. Printed on each envelope are instructions.
Lex into this one. We're keeping it secret purposely. It's
trained with mystery. They'll all fall for it and you'll get a
iau|— which is the best kind of exploitation.
lere's one for the lobby that costs only $1.95. It will go
like million dollars. Secure from your R-C exchange twelve
of t smashing one sheets with the picture of a big red heart.
Cut ut the hearts and mount them on compo board. Do the
birthing with the questionnaire on the other one sheet. Use
only ONE questionnaire. Place this cut-out on
a stand in your lobby and all around the lobby
hand the cut-out hearts. It will get you a whale
of a lot of attention. And think of the COST.
soal supervision of
ifftth
See Our
Remarkable
Exploitation Sheet
GET our big exploitation sheet now. Don't
delay an instant. It's loaded with red-fire
ideas. It's created by practical, two-fisted show-
men whose mission in life is to help you land
the MONEY. The stunts
are novel and cheap and
intensely practical. Take
some of these exploitation
bombshells and shoot 'em
off. They'll rip your town
wide open.
Lillian
Gish
HQ
Book immediately thru your nearest R-C Exchange.
We Are Proud to have the privilege of
giving to States Rights Buyers
[est and Best
KpalCroQrt unity of
liiC lCclT
DorothyGi6li Productions Renting
ci^DoiDthy Gish
TtieConntiy Flapper
Hie CAST
Ike Country Flapper
o DoroihyGish
IheBoy Glenn H u i iter
IheOtherFiapper wmu.(\ Ma^h
7he Father Ikjrlaiid Knight
OKe Bashful BOV lommy Douqlas
One Brother i
Other brother Aibeii Hackctt
Hie STORY
from tie Red book
Success
"Cynic Eflect'
Nalbro Bartley
-Ae DIRECTOR
FRiclard Jones
famous director ol
Mickey
MoJIy-O
Cross Roads of Nev York
. & Many other Record
Makers
^Vire us noi>
Producers Security Corporation, 516- 5^. New York
Tune 24. 1922
EXHIBITORS HERALD
11
ven the Author Likes It !
This is George Ade's first
original screen story.
And you know that the au-
thor is always the picture's
severest critic.
So when the author writes a
letter like this one, the pic-
ture must be good.
Scenario by George Ade and
Waldemar Young.
Directed by Alfred E. Green.
HAZCLDCN Tarm
Jesse L. Lasky,
Famous Player 6-Lasky Corporation,
485, Fifth Avenue, New York.
I-ear lCr. Lasky:
Ton; lleighan and Al Green have Just brought to
me the completed picture called "Our leading Citizen."
Believe me , I am very happy over the manner in which you
have treated my material. Here is one author who will
not dare to complain that they changed his "stuff" on
him.
In this play, written for Tom lleighan, we tried
to get in some comedy and some drama and some real Ameri-
can characters without resorting to any sex complications
or deep villainy or gun play. In other words, we tried
to do something different - something on the order of
"The College Widow" and "The County Chairman," which the
public liked several years ago. I wrote the play in the
hope that the patrons of picture houses were ready for a
change from the highly seasoned photo-dramas which they
seemed to like two or three years ago.
You have given the play a fine oast and a
first-class production and for these, as i have already
suggested, I am very grateful.
Sincerely,
15th kay, 19£2.
q / omcereiy, p.
ADOLPH ZUK0R PRESENTS
THOMAS MEIOHAN
IN A GEORGE ADE STORY
& leading'ciWen
d (paramount Cpicture
bsters
^q-e-t-rof mated feasts-Co^ (f'S
llodolph Valentino
BLOOD and SAND )
HERE are some of the posi-
on the new season subjes-
Even without the striking color
of the originals, you can see tl
are knockouts.
Here's what some exhibitors th
of Paramount accessories.
Come! the Great
Adventure awaits
See
H/tMUTON "raEATKlCAi 0C11» RAT! : s
s
m
m a paramount <pieturv
.J
in the
©mance-Land
otthe
"A picture may a sensation,
without the proper accessories
would fail to attract the necess.
attention. The reason I use
much Paramount advertising mc
rial is because it sells the picture
the public."
JOS. J. JACOBSON,
Mgr. Strand Theatre
Marshalltown,
(paramount Q>ict&
g-.j FAMOUS PLAVERSLASKYCORPORATlCfr
\he Pictures \
A I Here are a Few More :
[ am surprised that you ask me if I
wild rather use new paper than old. How
ca any progressive, live showman think of
us g paper that is dirty and soiled, when
fo a very few cents he can have a nice
ne: attractive display of clean, new paper?
Pamount paper on the whole is won-
deul."
H. B. WATTS, Strand, Omaha.
use Paramount accessories because
thf make money for me. Every once in a
wile the exhibitor has to take his hat off
to 'aramount.
-low often have you heard a Paramount
exbitor knock Paramount? The knockers
axithe envious."
G. A. RE A, Forum, Cincinnati.
Gt acquainted with the acces-
sc ies man in your exchange!
EXHIBITORS HERALD
Big Names Are
Essential to
Box-Office
Success!
A LL right — now look at
these names !
Two stars of world-wide re-
n o w n — Betty Compson and
Tom Moore. Each with a host
of followers, each a top-rank
attraction.
An author with many screen
successes and a score of popu-
lar novels to his credit — Sir
Gilbert Parker, who wrote
" Behold My Wife."
A director already famous as
an artist, now established as
one of the world's finest pro-
ducers— Penrhyn Stanlaws.
And finally, the name Para-
mount, symbol of the best.
That's enough to break records
with, isn't it?
P. S. — Another point — the snotc
stuff makes it the greatest hot-
weather picture ever made.
A PENRHYN STANLAWS
Product ion
By Sir Gilbert Parker
Scenario by
Albert Shelby LeVino
a
Gj>aramounl Q>iclure
BETTY
COMPSON
« TOM
MOORE
PRESENTED BY ADOLPH ZUKOR
(This i/lwl
turn is Ikl
col. adv. i
supfliiiu*
or elicfrt
exchanges)
COMING!
R-C's Biggest Box Office Attraction to Date]
In the Name
of the Law"
A Towering Production Destined to Sweep
the Entire Nation Like an Avalanche
Watch and Wait
and Keep Your
Eye on R-C
Bear Mr. CranK:
mayors office June 1,1922.
SAN FRANCISCO
!tr. William A. Cr«*.
Resident corporation.
^Golden Gate Ave..
|S Francisco. Cal.
;rank: f , nights
^anizatxon. The «a a fllm
fnr a 10nB t:l +nv as dic
I have not for a gQ greatly as scenic
production ^**SZ .t«ff. f« *fd 'tS- ^elin!
?S« Great Alone exceUent and l£j ^ t0 see
^ Se picture *as over,
teing enabled feature production.
wholesome le re,ards and test
, • oersonal
With kindest pe
^8hea, believe me ^ Bincerel/J^
•layor.
^Fromthe
Mayor of
SanFrancisco
Mayors of great cities do
not rush carelessly into
print to aid in the ex-
ploitation of motion pic-
tures. "The Great Alone"
wins this praise because
it is a big he-man pic-
ture and it has achieved
the further amazing dis-
tinction of being praised
by several distinguished
clergymen who hold red-
blooded action stories to
be good dramatic fare for
the American public.
Isadore Bernstein presents
MONROE SALISBURY
m
rjHe GREAT ALONE
* West Coast Films Corp. Production
Directed by Jacques Jaccard
Remember the combination: SALISBURY
at hi- beat; .1 ICCARD giving his ablest and
strongest direction; HKK.NSTEIN contri-
buting the Pacific Studios1 best standards
of production.
Opening for its New York premiere on
June 11th at the CAMEO Theatre; open-
ing for it Southern California premiere
at once in the NEW PANTAGES, Los
Angeles.
mertcait
RELEASING CORPORATION
In Cauda: I ann.li.in Reletting «'iirjH>r«iion, limited
1
9
HEROLDS
present
ALSE
pRONTS
From the story by
S. Barret McCormick
directed by Samuel R.Bradley
All-star cast including
BARBARA CASTLETON
FRANK LOS EE
EDWARD EARLE
Now Playing The Cameo
New York's Theatre De Luxe
Extremely favorable notices were given "False
Fronts" by the New York critics, many of whom
comment upon the picture written by a "great
American exhibitor as good entertainment for the
American people."
The Times remarks : "When people have ideas which
they independently seek to express in film form they
are likely to contribute something imaginative, or at
least sincere, to the screen. 'False Fronts' was more
simply and honestly done than most pictures of its
kind." The Herald says: "There is a potent quality
in this story of social hypocrisy. The course of the
young Southerner is refreshingly different from the
customary screen triumphs of bluff prosperity." The
Sun says: " 'False Fronts' is a wholesale condemnation
of making a big show of success, forcefully enacted
by Edward Earle, Brabara Castleton and Frank
Losee." And we quote from Evening Telegram:
" 'False Fronts' will be found very entertaining. It
permits one to leave the theatre in a very pleasant
frame of mind — which is, after all, what we go to
the theatre for."
JVmerican
L RELEASING ^CORPORATION }
In Canada: Canadian Releasing Corporation, Limited
18
EXHIBITORS HERALD
June 24, 1922
EILLE NORWOOD as SHERLOCK HOLMES
A Scene from "The Dying Detective"
A. Scene from "The Devil's Foot"
THE ADVENTURES OF
SHERLOCK
HOLMES
A Real Box-Office Tonic for
Every Exhibitor
THE first two of this remarkable series of pictures,
"The Devil's Foot" and "The Dying Detective,"
are released.
Others in the series will be released right through the
summer months — the months when exhibitors need the
very best the producer knows how to offer, in order to
hold up the box-office receipts.
This is the kind of real service that Educational gives.
In addition Educational is increasing the box-office value
of these pictures by putting out an unprecedented num-
ber of exploitation helps. Available for your use in help-
ing to pack your theatre are 16 distinct and powerful aids:
1. National advertising to 24,000,000 readers through
such publications as The Saturday Evening Post
and The Ladies' Home Journal.
2. 37 stories, "The Adventures of Sherlock Holmes,"
are being syndicated through newspapers having a
circulation of almost 13,000,000.
3. Sir Arthur Conan Doyle's visit to America has de-
veloped a tremendous volume of publicity for the
creator of Sherlock Holmes.
4. Announcement one -sheets for entire series.
5. Unique press sheets chock-full of information for
exhibitors. Strong on results.
6. Sherlock Holmes detective badge for distribution
to boys everywhere. Exhibitors can afford to dis-
tribute them generously because the price is low.
7. Cut-out Sherlock Holmes disguise. Boys will "eat
this up" and advertise your theatre in doing it.
8. Snipes — 60 to a package, for use on barns, fences,
etc., in your neighborhood.
9. Vest-pocket edition of two Sherlock Holmes stories
at a very low price, with the inside covers and out-
side back cover blank for exhibitors' advertising.
10. Press sheets carry part of film story written so you
can offer prizes to school children for best com-
pletion of story.
June 24, 1922
EXHIBITORS HERALD
19
The Adventures of
Sherlock Holmes
HERE TODAY- in
one of SIR ARTHUR
CONAN DOYLE'S
famous Defective Stories
11. A chance to tie up with booksellers. Get them to
put in window display of Conan Doyle books, giv-
ing a place to the announcements of The Adven-
tures of Sherlock Holmes in your theatre.
12. The publishers of Sherlock Holmes — Geo. H. Doran
Co., Grosset &. Dunlap, and A. L. Burt Company,
are placing wide -spread stocks of "Sherlock
Holmes" with dealers.
13. Exhibitors can offer prizes to high school pupils for
best compositions on Sherlock Holmes, prizes to
consist of Sherlock Holmes books. Get the teachers
to act as judges. Parents will become interested in
pictures at your theatre.
14. Multi-colored slides.
15. 4-color one- and three-sheet posters for each release.
16. Duo-tint lobby cards, 11 x 14; 8 cards to set.
GET aboard this opportunity to fill your theatre this
r summer. Don't forget that men and women, boys
and girls, are all interested in stories of adventure
and especially in The Adventures of Sherlock Holmes.
It will cost you only eight or ten dollars to exploit the
entire series for your theatre. Less than a dollar a
picture. Write our branches for their simple, inex-
pensive and effective exploitation aids.
REMEMBER: Advertisements in
THE SATURDAY EVENING POST
and
THE LADIES' HOME JOURNAL
vill tell 24 Millions of People that Progressive Exhibi-
ors everywhere who are striving to give the greatest
■alue for the box-office admission will present
I THE ADVENTURES OF
SHERLOCK HOLMES
FOUR-COLOR
Announcement One-Sheet
DUCATTONAL FILM EXCHANGES, Inc.
E. W. Hammons, President
20
EXHIBITORS HERALD
June 24, 1922
CONSISTENT QUALITY PRODUCTIONS
That's the aim of Western Pictures Exploi-
tation Company — from a humble beginning
this organization has taken a prominent po-
sition inJhe state right field by reason of
its constant endeavor to serve the exhibitor
with money making pictures at money mak-
ing prices.
"THE SAGE BRUSH TRAIL"
Our pre-eminent box office success — a real
ALL STAR production numbering in the
cast such zvell known names as Roy Stezv-
art, Marjoric Daw, Wallace Beery and
Johnny Walker. All of these players have
been featured in big pictures. The story zvas
written by H. H. Van Loan, author of "The
Virgin of Stamboul "
'THE MAN FROM HELL'S RIVER"
The best picture ever made from a James
Oliver Curwood story. Starring and di-
rected by Irving Cummings than whom there
is no more widely known star on the screen.
Wallace Beery andEva Novak have leading
roles in this virile story of the northwest.
DICK HATTON PRODUCTIONS
"Fearless" Dick Hatton — exponent of red
blooded western roles, glorifying the spirit
of the great outdoors in a scries of 12 five
reel western super productions. Breaking
records wherever shown — proof conclusive
of their undeniable drawing power.
LESTER CUNEO PRODUCTIONS
Lester Cuneo has established himself as the
foremost portraycr of "he man" roles on the
screen — capable direction and the best
stories available help to bring dollars into
your box office when you play these pictures.
Western Pictures Exploitation Company
IRVING M. LESSER, General Manager
New Y"rk Office, 570 Fifth Avenue Los Angeles Office, 5528 Santa Monica Blvd.
Irving M. Lesser Mike Rosenberg
Two representatives in the field at all times.
June 24. 1922
EXHIBITORS HERALD
21
We are
On the
Right
Tra c k
The large number of contracts which
we have already closed throughout
the country with Territorial Partners
PROVES n\
The avalanche of letters we have
received expressing approval of our
distributing plan and confidence in
the personnel of our organization
PROVES IJ\
The indisputable box office value of
the titles of the pictures which we
have scheduled for future production
PROVES n\
The unanimity of UNSOLICITED
favorable comment we have received
on the exceptional cast which we
have selected for our first produc-
tion, "RICH MEN'S WIVES",
PROVES IT.
And, finally, the gratifying interest
our announcements in the various Trade
Journals have aroused among exhibitors
PROVES IT.
AL LICHTMAN
CORPORATION
576 Fifth Avenue
New York, N. Y.
Al Lichtman
President
B. P. Schulberg
Vice President
J. G. Bachmann
Treasurer
22
EXHIBITORS HERALD
June 24, 1922
SHADOWS
are being rescued from the formlessness and confusion which has prevailed through cen-
turies, and even in the modern use of shadows on a silver screen to produce what we call
"motion pictures" or "movies," until now
by the employment of systematic methods eliminating ruinous
overhead, is enabled to distribute pictures of high entertainment
value on terms insuring the largest possible share of the gross to
both
PRODUCERS and EXHIBITORS
That is WHY
"THE NIGHT RIDERS," thrilling Northwestern from the popular novel by Ridge-
well Cullum; "HER STORY," tense human interest photoplay featuring Madge Tither-
adge, speaking stage star of "The Butterfly on the Wheel"; "BROKEN SHADOWS,"
Irish love story adapted from the book by Charles Garvice, and "DAVID AND JONA-
THAN," picturization of E. Temple Thurston's famous novel of love and adventure
afloat and ashore, are being booked and filling motion picture thea-tres throughout the
country.
Second National Pictures Corporation
140 West 42nd Street New York City
June 24, 1922
EXHIBITORS HERALD
23
(reaied 6y (gsmopolitan Productions
"With ALMA F
RUBENS"
Hundreds of Thousands Have
Read This Story and Await
It in Picture Form
" The Valley of Silent Men " was written by
James Oliver Curwood. It appeared serially in Good
Housekeeping Magazine. As a novel it was published
by Cosmopolitan Book Corporation and the first edi-
tion was immediately sold out.
Now the great story has been made into a Cos-
mopolitan Production.
Story by James Oliver Curwood.
Scenario by John Lynch.
Directed by Frank Borzage, who directed " Hu-
moresque " and " The Good Provider."
Played by Alma Rubens, Lew Cody, Joe King,
George Nash, Mario Marjeroni, J. M. Johnson and
other prominent screen favorites.
Prepare to book and play this picture,
audiences want it and are waiting for it.
Your
Presented by Famous Players-Lasky Corporation.
It's a Paramount Picture.
24
EXHIBITORS HERALD
June 24, 1922
Sennett Feature Tops N. Y
Critics Call It Bigger that
Read What the Critics Say —
"It has proved a knockout,
sure to get the- money any-
where from any type of audi-
ence. Any exhibitor can go
hook, line and sinker on this
one ind not be afraid that it
won't get money for him. It
looks like another 'Mickey'." —
Variety.
"It travels like a shooting
star. And you'll say it carries
a kick. Try and keep 'em out.
The title is a winner. It will
attract a crowd anywhere.
Rich with mirth and melo-
drama."— Motion Picture News.
"It is fine entertainment and
of a type of which there is too
little." — Moving Picture World.
"Its value as entertainment
should be far reaching. There's
laughs and thrills and you can
promise them it keeps going
from start to finish." — Wids.
"Enough variety to appeal to
young and old alike — thrills —
and comedy — pure, unadulter-
ated fun. Judging its value
from the enthusiastic manner a
large audience received it at
the Capitol it will prove a
money maker of the first
water." — Exhibitors' Trade Re-
view.
"It accomplishes its aim — en-
tertainment— what more can
one ask? A good hot weather
picture — thrills and laughs." —
Exhibitors Herald.
"Better and faster thar
'Molly O' and tickles you or
the spine when it isn't tickling
you on the funny bone." — The
New York Herald.
"A rattling good play with £
rattling good plot well seasonec
with comedy and gripping
drama." — The New York Eve-
ning Journal.
"Mack Sennett is in a class
all by himself. It is all beau-
tifully funny, and it will meat
a rollicking hour." — The Neu
York Daily News.
"A comedy photoplay tha
hits the bull's eye." — The Neu
York American.
"For simon pure entertain-
ment it is decidedly 'there.' I
speeds with a 'zip' that con
tinues until the final thrill."—
The New York Evening Mail
"Mack Sennett has hit upoi
a novel idea — a happy combina
tion of thrilling melodrama anc
uproarious comedy fashionet
in a new way." — The New Yorl
Evening Telegram.
"Entertaining throughout am
provides a welcome changi
from the cut and dried cine
mas." — The New York Tele-
graph.
" 'The Crossroads of New
York' is distinctly refreshing
and is chock full of funny busi
ness." — The New York World
SIX REELS OF THRILLING COMEDY MELODRAMA
Directed by F. Richard Jones
Distributed by Associated First National Pictures, Inc.
Mack Sennett
[une 24, 1922
EXHIBITORS HERALD
25
Iheatre Records $10,000
Mickey" or "Molly O"
Variety
nfiiwfs business usil
„u Picture House, by A^uO
. ,i Ml Other ricturc
Capitol Heads AU w
$10,000-
\
tanner receipts last ^ Bennett!
the Capitol with «£M York..j
special, "Cr0^The -picture drew
/'-a the attraction, ek and
( . L i32,000 on the we . fey
HURTS I
the Capitoi - £ New von, . —
i «rros9 Road* ot »
Capitol— cross National).
York" (Sennett - First 55.85;
Seat^f8Vnia0 ^e Special' that First
Seats 5,sow. "^-g^ua that First i
eves.. W-Wf^S open mar-U-
National is to-release in . ^ £ anyy
Set. PuUed h^^^SrsettlngV
on Broadway ^ast w -
1 31.890. 5_
FOR THE COMING YEAH
ivt will rtltas*
"Vil
WATCH WAIT
SENSATIONAL ANNOUNCEMENT
Yes, and while $32,000 in Box Office receipts beat the nearest motion
picture opposition by $10,000, according to the figures of Variety— it
also beat the highest legitimate show, running at top prices by $7,000.
HEW YORK
EXHIBITORS HERALD
June 24, 1922
congratulations!
Associated First National Pictures, Inc., extends
its greetings to the Exh ibitors Herald on its
Seventh Anniversary and congratulates it on the
rapid success it has attained.
First National has watched your success with
special interest because it has been during the -
same period that we have been fighting our way
to the top — until now each of us is on the eve of
the biggest year in his history.
Never before has First National had so strong a list of
pictures as it will announce to the trade shortly. It
will release during the coming year
60 - 70
pictures, selected by the biggest exhibitors in America,
with a special view to their box-office value.
Exhibitors: Watch for This
Sensational Announcement!
ANNIVERSARIES, whether they be those
of men or of institutions, necessarily must
be of great significance. They, in reality,
afford the occasions for an audit of affairs wherein
the success or failure of one's stewardship of time
and opportunity is determined.
Hence, this issue, which marks the seventh an-
niversary of Exhibitors Herald's life of serv-
ice to the motion picture industry, may properly
be taken as an occasion for reflection upon an
unique record of intelligent, enterprising and faith-
ful performance.
The HERALD in its earliest issues introduced
into this industry a new and better type of business
journalism. Against obstacles of autocratic dicta-
tion, misinformation and prejudice — which its
predecessors had accepted as insurmountable — the
HERALD contended vigorously and determinedly
and eventually attained a consistent reward in the
form of great readers' interest and the general con-
fidence of the industry which comprises an eloquent
tribute to the publication and to its policies.
In its seven years' experience the HERALD ha?
been privileged to see its fundamental policy of in-
dependence grow from the status of an idea, which
was regarded by many as starkly visionary, to an
accomplished fact which has not only been ac-
cepted by every branch of the industry — exhibitor,
distributor and producer — but has received their
unqualified sanction and approval and it is now
pointed out by them as the policy which must be
followed by contemporaries if they are to survive.
The H ERALD has never flinched from an issue
nor has it yielded a single line of praise or as much
of blame when confronted merely with either
promise or threat and in every instance the course
followed has been warranted by the facts as in-
terpreted by its editors. This publication has recog-
nized its mission as that of providing an informa-
tional medium which would be of practical service
in maintaining the artistic and commercial advance-
ment of the motion picture industry — and it has
spared no time, effort or expense, within its proper
sphere, to accomplish this end. That the results
as to the industry generally and with respect also
to the development of the publication have been
commensurate with the effort affords the staff, upon
this occasion, the basis for much gratification and,
further, prompts them to make this acknowledg-
ment of their cordial appreciation of the splendid
encouragement and cooperation that has been
rendered from every quarter within the industry.
The Herald is proud of its record and is proud
of the industry which has afforded the opportunity
which has made this record possible !
28
EXHIBITORS HERALD
June 24, 1922
.MARTIN J. QUI G LEY
PUBLISHER, & EDITOR
Published every Wednesday by Martin J.
Quisley.
Editorial and Executive Offices: 417 South
Dearborn street, Chicago, Illinois. (Tele-
phone: Harrison 9248-0240.)
New York Office: 1478 Broadway. (Tele-
phone: Bryant 1308 and Bryant 5111.)
I. os Angeles Office: 453 South Spring St.,
(Telephone 600-10.)
All Editorial and Business Correspondence
should be addressed to the Chicago Of-
fices.
Subscription Price: United States and Its
Possessions, Mexico and Cuba, $3.00 a
year: Canada, $4.50 a year; Foreign
Countries (Postpaid), $5.00 a year. Sin-
gle copy, 25 cents.
Copyright, 1022. All Rights Reserved.
Copyright throughout Great Britain and
Colonies under the provision of the
copyright act of 1011.
Vol. XIV. June 24. 1922 No. 26
The Search for Stories
What is termed a "story committee"
has been appointed by Associated First
National. The purpose of this commit-
tee is to assist producers who are mak-
ing product for First National in get-
ting desirable story material. This is
a good idea; anything and everything
that can be done toward drawing into
motion picture production the best
stories available is of immediate and
far-reaching importance.
But we hope that First National's
story committee will do what is not now
being done in a consistent manner by
the scenario departments of practically
all of the producing organizations:
namely, looking beyond current litera-
ture and stories of comparatively recent
publication for material for motion pic-
tures. To follow the story hunt that
is being made by most of the producers
it would appear that practically all
stories that are worth while for motion
picture purposes have been written re-
mit 1 v. Much work is involved in dig-
ging into stories of past generations
and past centuries, but a rich mine of
picture themes is to be found there !
# * *
A Changing Industry
It is not long ago that such a pro-
nouncement with respect to safeguard-
ing the moral aspect of pictures coming
from a neutral executive as was re-
cently issued by Mr. Will H. Hays
would have been hailed in many quar-
ters as the height of absurdity. There
are those who would have jeered at the
idea of anyone outside their own or-
ganization even attempting to insist
upon what Mr. Hays, in effect, has in-
sisted upon.
But many changes have come about
and many more are due. The early,
riotous days are done and the individ-
ual or group which has not as yet real-
ized this is very liable to be seriously
hurt.
* * *
Censor's "Standards"
There are several very practical
phases of the censorship situation as it
now exists which apparently are not
being given due consideration in the
studios. Irrespective of the principle
involved, there are several things being
insisted upon almost generally where
censorship now exists. Until the sys-
tem is changed and, at any rate, as long
as the boards are in a position to insist
upon what they want to insist upon, we
see no good reason why producers
should continue to waste money on se-
quences which must inevitably be cut
from prints in an important percent-
age of the territory.
An explanation, perhaps, may be
found in the fact that producers gen-
erally have very little familiarity with
what is termed the "standards" of the
censorship boards. A little study of
this matter will produce a saving. One
particular in which pictures are suf-
fering is with respect to incidents of
violence and crime generally. As the
import of these — as far as the censors
are concerned — can easily be made ac-
ceptable in the direction, a study of the
"standards" appears highly advisable.
Re -Takes
J. R. M.
Well, I see Tom Edison has broken out
again with a new set of questions.
* * *
And everybody is sitting up o'nights
trying to figger 'em out.
* * *
Personally, we don't see what differ-
ence it makes if a big manufacturer takes
a little chorus girl into a big restaurant
and eats a little food, as long as he pays
the check and his wife doesn't find out.
* * *
But it seems to have Thomas A. wor-
ried.
* * *
He forgot to ask which one of the
James' boys rode a horse.
* * *
Or what's a steam roller got to do with
a film convention.
* * *
Or why is water wet. (Maybe he'll in-
clude 'em next time.)
* * *
Dixie Stuff
Following the epidemic of "Mammy"
songs it was but natural we'd have plan-
tation cabaret numbers. Southern cook-
ing in our restaurants and Southern
service. The service is the same.
* * *
INSIDE STUFF
By Dan E. Daily
Yea, verily, we say unto you, the life
of a col. editor is a merry one. He gets up
in the morning and plays nine holes of
golf before breakfast and then he goeth
forth and scoopeth the rival trade papers
52 weeks a year on items of vast size and
importance and in his mornin' mail he
getteth two kicks — one from Maine be-
cause his Herald didn't come on time and
another from Texas because the weather
is too hot. -And he getteth hell from the
boss in enormous quantities on both
counts. Say, it's no cinch, woiking for a
trade paper. We'd rather be a Sheik, 'er
something.
* * *
How Exciting
It is rumored after they film the Ein-
stein theory they're going to screen the
Congressional Record.
* * *
Our Weekly Fable
Out in L. A. there was once an actress
who didn't crave publicity and had never
"appeared in pictures."
»• * * *
Sounds Inconsistent
A flapper's long suit is her short skirt
and her bobbed hair.
* * *
Another Fable
Once upon a time there was a motion
picture actress who didn't care for an
auto. She had four.
* * *
"If Winter Comes" isn't worrying the
exhibitors just now. It's this d — hot
weather.
IN THIS ISSUE
B] la] section devoted to the stu-
dios and <<> the people who make
r<>«fr« l<'orniM Film liookinsi Offices
to llinidlf H-<' mid Independt
-tit
41
% l .W s OF THE \\ EEK
Connecticut Re-elects True) \.
V.
Screen Writers' Guild <<> Probe "Bce-
II
DBF VliT>l ENT8
Imerlcan Federation <>f Labor Not
so
. 40
Brnnton Hum Ijnbltlous I'lnn for
n
s:t
ohlo'N Autocratic Pllm Ceasor is
88
Deposed i>> State Executive
81
nr.
Exhibitors - Producers C onal il e r
80
"IMn> or l*« y ** Coiitrnrt
S3
>l. I*. T. O. A. Officials Hold Pint
Coatereaes with Kays
IMlM- SUBUU] 1 POTCCS lllnlik to
117
June 24, 1922
EXHIBITORS HERALD
29
FRANK E. WOODS, president of Screen
Writers Guild which will probe sce-
nario schools.
Fair Dealing Is Best
Policy, Say Managers
San Francisco Exchange Men
Agree "Sharp Shooters"
Lose in Long Run
(Special to Exhibitors Herald)
SAX FRANCISCO, CAL., June 6.—
The dishonest or unfair exchange man-
ager of salesmen may "get away with
it" for a time but he loses out in the
end.
This was the keynote of most of the
speeches made at the first annual get-
together of the San Francisco exchange
managers in the ball room of the Palace
Hotel.
Exhibitors "Get" Them
H. G. Rosebaum, one of the speak-
ers, particularly deplored the practice of
some salesmen in making verbal prom-
ises to effect a contract sale.
Lou Metzger, talking on the trials of
a roadman, said that an exchange man-
ager made a big mistake when he com-
pelled a salesman lo "get $50 for a $10
picture."
"A salesman can only do that once,"
he warned, "The exhibitors will 'get
him' on the return trip."
Louis Hyman gave some enlightening
figures on poster prices, when he said his
records showed a loss of $11,000 in
1920; $8,f)00 in 1921, and $4,000 to date for
1922. He said that few exhibitors realized
this huge loss.
Those Attending Convention
Among those attending the convention were:
J. B. Dalzell, C. C. Thompson, T. 1". Earnfred,
Sidney Calon, W. A. Krank. W. F. Adams, A.
B. Knox, H. Kearny, G. Sullivan Tack Erickson,
M. E. Corey. J. V. Brnwer, V. Preston. W. H.
Tavlor, I. Wolfe, A. M. Goldstein. E. Rowden,
T. L. Frazier. C L. Crowley. B. A. Gurnett. W.
R. Cox, O. L. Olsen, W. W. Kofeldt. M. A.
Hulling, J. A. Knowles, H. W. Oshorne. L. M.
Cobhs. F. Cuffs, H. F. Moore, H. L. Percy, T.
S. Bradley. G. H. Scach, C. D. Beale. F. W.
Voight, Phil Weisstein, H. G. Holcombe, Al.
Oxtoby, C. E. Scott, J. J. Partridge. L. P. Ar-
nold, J. M. Bettencourt. G. A. Roeader, D. K.
Reid. H. Hoenstein, H. G. Rosebaum. E. T.
Wakefield. R. C. Hill, B. T. Skiner, I. Wheeler.
Morgan Walsh, S. D. Weisbaum. William Brown
and J. H. Hart.
Operate on Rothacker
Watterson R. Rothacker is back at his
desk in Chicago, having recovered from
an operation in St. Luke's hospital. He
expects to snend a week in New York
prior to sailing for Europe July 8, in
connection with a London Rothacker
laboratory.
Screen Writers' Guild to
Probe "Scenario Schools"
Los Angeles Branch of Authors' League of America
Fires Broadside at Photoplay wrights ' League in
Letter to Will H. Hays
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— The Screen Writers' Guild of the Authors'
League of America has gone on the war path against what it regards asi
the attempted usurping of its rightful place in the motion picture industry
by a number of other organizations.
The immediate object of its broadsides is the Photoplaywrights'
League of America, which recently wrote a letter to Will H. Hays asking
his cooperation in a campaign against alleged swindling correspondence
schools.
Plan General Investigation of Situation
The Screen Writers' Guild declares that the Photoplay wrights' League
of America is "a business organization operated for profit, conducting a
selling agency for the disposal of stories and collecting from amateur writ-
ters dues and fees for services" and adds that "as a business institution its
campaign against 'scenario schools' may therefore be judged as inspired
by business rivalries in which the Screen Writers' Guild can take no interest
and should not be involved."
Simultaneously, Script, the official or-
gan of the Screen Writers' Guild, urges
its members to join in a cooperative ad-
vertising campaign in the trade papers to
create more interest in the writer and his
more or less monumental labors.
Feel Hays Was Imposed On
The thing that rankles, apparently, is
the columns of publicity given the Photo-
playwrights' League of America in the
daily newspapers as a result of their letter
written to Will H. Hays. Copies of the
letters were sent to the big news agen-
cies, the Associated Press, and others,
with the result that stories of varying
length appeared in the dailies throughout
the country.
The Screen Writers' Guild takes the
position that in this letter and the at-
tendant publicity "the impression was
erroneously conveyed that the Photo-
playwrights' League is a recognized rep-
resentative national organization of
authors and writers for the screen."
Frank E. Woods, president of the
Guild, has written to Mr. Hays discuss-
ing the entire matter and saying in part
that "owing to a certain confusion that
has been created designedly or otherwise,
it appears advisable for the Screen Wri-
ters' Guild of the Authors' League of
America to inform you that the so-called
Photoplay wrights' League of America is
in no way connected and should not be
confused with the Screen Writers'
Guild."
Explains Its Standing
Continuing, the letter to Hays has the
following to say about the Screen Writers'
Guild and to the Photoplay writes League:
"The Screen Writers* Guild of the Authors'
League of America with its affiliated social or-
ganization. The Writers' Club, is absolutely the
only national organization of professional screen
writers and authors in America. The Guild, with
its headquarters in Los Angeles, is one of the
several guilds of the powerful Authors' League
of America, and is the only accredited represen-
tative of the Authors' League in the West.
"The Screen Writers' Guild admits no ama-
teurs or students to membership, does no adver-
tising for new members, carries on no business of
criticising or selling scripts for amateurs or pro-
fessionals and, in short, is purely a legitimate
professional association, representative of the
screen writers and authors of the country, pre- *
cisely as the Authors' League, the parent organ-
ization, is representative of the professional au-
thors of America, affiliated with the national
association of the authors of Great Britain and
France.
"The membership roll of the Screen Writers'
Guild includes such names as Rupert Hughes, Sir
Gilbert Parker. Sam BIythe, George Ade, Mon
tague Glass. John Russell, Frank R. Adams, Lorna
Moon, Sonya Levien. Harry Carr, Jack Cunning-
ham, Sam Mervin, Elinor Glyn, Konrad Berco-
vici. Peter B. Kyne, Jeanie Macpherson, June
Mathis, Thompson Buchanan, Elmer Harris, Wil-
.'iam deMille. Penrhyn Stanlaws. Charles Chaplin
Mary Pickford, Douglas Fairbanks. Albert S. Le.
Vino, Rob Wagner, Eugene V. Presbrey, Walde-
mar Young, Tom Gcraghty, Clayton Hamilton,
and about two hundred other recognized writers
tor the screen.
"The necessity for this communication arises
from the fact that the similarity of name and
style of letterhead used by the Photoplaywrights'
League of America are such as might easily mis-
lead one to believe that it is the Screen Writers'
Guild of the Authors' League of America. This
possible confusion is increased by certain of the
publicity matter sent out by the Photoplaywrights'
League of America which represents the concern
to be the national association of photoplaywrights,
when in fact, as pointed out above, it is being
operated chiefly as an agency soliciting the sup-
port of amateurs, and charging an annual fee for
its services, a practice that has been abandoned
by most reputable agents for years.
"The Photoplaywrights' League is obviously
open to the same criticisms as any other institu-
tion operating as agencies or appealing for the
patronage of amateurs. As a business institution,
its campaign against 'scenario schools' may there-
fore be fairly judged as inspired by business
rivalries, in which vhe Screen Writers' Guild can
take no interest and should not be involved."
In conclusion, Mr. Woods declares
that the Guild, itself, has started an in-
vestigation of all scenario schools with
the hope that Mr. Hays wi.l give his sup-
port "to warn the public against all those
institutions and organizations which may
be proven to prey on the credulous ama-
teur writer to the general detriment of
the film industry and those who have
sought to elevate its standards."
Texas Advisory Board
Considering Finances
(Special to Exhibitors Herald)
DALLAS, TEX., June 13.— The ad-
visory board of the Texas unit of the
M. P. T. O. A., is meeting today for
the purpose of considering means of
financing the state organization, and to
hear the report of the national conven-
tion.
Is Elected Treasurer
(Special to Exhibitors Herald)
ST. LOUIS, MO., June 13.— R. J.
McManus has been elected treasurer of
the F. I. L. M. Club of St. Louis, suc-
ceeding G. E. McKcan of Fox.
30
EXHIBITORS HERALD
June 24, 1922
Trade Interests in
West Coast Theatres
Loew, Ackerman & Harris
Effect Exchange in
Holdings
(Special to Exhibitors Herald)
NEW YORK, June 13.— An exchange
rather than a deal, involving the future
activities of twelve Loew theatres on the
Pacific coast, was consummated recently,
following conferences between Marcus
Loew and Ackerman and Harris.
In the exchange, Mr. Loew re-
linquishes all interest in the theatres he
formerly sponsored in Seattle, Portland,
Sacramento, Stockton, San Jose, Fresno,
Oakland, Long Beach and Salt Lake City
in return for the Ackerman and Harris
interest in the new properties in Los
Angeles and San Francisco.
Get Interest of Others
These new properties include Loew's
State theatre and twelve-story office
building, opened November 12 in Los
Angeles, and Loew's new Warfield the-
atre and twelve-story office building in
San Francisco, involving millions of
dollars in their erection. Their future
policy, which will undoubtedly be
changed between now and September,
has not been definitely decided upon.
Policy Not Decided
Ackerman and Harris, who returned to
the Coast recently, stated that they had
not fully decided upon the future policy
of their houses.
Marcus Loew will leave for the coast
within the next few weeks to inspect his
picture holdings at Los Angeles, and will
visit his theatre properties with a view
of determining their future policies. He
will be accompanied by E. A. Schiller,
representative of Loew's Incorporated.
Reelcraft Pictures
Corporation Placed
In Receiver Custody
(Special to Exhibitors Herald)
NEW YORK, June 13— A receiver has
been appointed for Reelcraft Pictures
Corporation fty Judge John C. Knox fol-
lowing a petition in involuntary bankruptcy
filed in the Federal Court.
Liabilities are placed at $160,000 in the
petition and assets at between $50,000 and
$75,000, consisting largely of uncollected
royalties. While the visible assets dis-
closed are more than $50,000 the nominal
assets at present are only $3,000.
The indebtedness of the company is for
money advanced, work in various studios
and merchandise purchased. Complaining
creditors are Bud Comedies, Inc., L. Bern-
stein and J. F. Rothschild.
Washington Notables
To See Fox's "Nero"
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C, June 13.— The
Fox special production, "Nero," will be pre-
sented by Mrs. Edward B. McLean, Wash-
ington society leader, at the annual dinner
given by Mrs. McLean to numerous diplo-
mats of the city. It is expected that Presi-
dent and Mrs. Harding will be present.
An entire orchestra from the Lyric the-
atre, New York City, where the picture is
now showing, will be sent to Mrs.
Mcl-ean's country home for the presen-
tation.
THEODORE KOSLOFF as "Lord
Carnal" in a scene from "To Have and
to Hold," a George Fitzmaurice pro-
duction made for Paramount.
A. F. of L. Will not
Enter Film Business
Labor Organization Urged
to Abandon Idea by-
Its Committee
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C, June 13— A
year's investigation of the cost of pro-
ducing motion pictures has convinced the
American Federation of Labor that the
business is not all profit and that it is one
in which the organization should not em-
bark upon at the present time. A report
recommending that the resolutions
adopted at the annual convention last
year, looking toward the production of
labor films and their exhibition in labor
theatres, be tabled was submitted by the
executive council of the A. F. of L. to
the labor convention in Cincinnati on
June 12.
Call Venture Impractical
"The investigation made has clearly
demonstrated that to build and maintain a
motion picture studio would be an un-
profitable venture unless it be in continu-
ous and profitable use," the executive
council reported. "This could only be ac-
complished if the A. F. of L. were to
enter the motion picture field as a busi-
ness venture, unlimited and unrestricted
in the character of the pictures it was to
produce. It is evident that it is neither
practical nor desirable that the A. F. of L.
should undertake to own and maintain a
moiion picture studio.
Report Adverse on Theatres
"Our investigation into the proposal of
having affiliated international and local
unions establish a chain of motion picture
theatres indicated clearly the almost in-
surmountable difficulties that present
themselves in such a large business en-
terprise and we do not hesitate to report
adversely upon this proposal."
The report recommended that the or-
ganization continue its fight against mo-
tion picture censorship.
Warren Closes Branch
(Special to Exhibitors Herald)
ST. LOUIS, MO., June 13.— American
Releasing Corporation has closed its
branch office here. Bookings for this
territory will be handled out of Chicago
and Kansas City in the future.
Musicians Pass Up
Offer to Arbitrate
Ignore Published Invitation to
Settle Differences with
Theatremen
(Special to Exhibitors Herald)
ST. LOUIS, MO., June 13.— Frank
Geeks, president of the Musicians Mu-
tual Benefit Association has failed to re-
ply to a statement published in the local
newspapers by Joseph Mogler, presi-
dent of the United Theatre Managers
Association, offering to arbitrate the dif-
ferences between the musicians and the
theatres.
Nails "Lie" to Charge
He also issued through the news-
papers a statement directed to the gen-
eral public in which he gave the lie direct
to Stephen Butler, business agent for the
musicians, who in an address to the Cen-
tral Trades and Labor Unions on May
28, charged that he suspected a con-
spiracy existed to prevent theatres that
might sign agreements with the musi-
cians from obtaining first run pictures,
and that the attorney for the union was
investigating to see that if this was true.
Commenting on this statement by But-
ler, Mogler stated: "The film produc-
ing and distributing companies are not
involved in the controversy and the de-
cision to operate without music rested
with each individual manager and the
managers lined up 100 per cent in a fight
for their rights and equitable contracts
with the musicians.
Ready to Arbitrate
"The theatre managers are open for
settlement at any time. If the executives
of the Musicians Union desire to settle
the controversy it can easily be arranged
and the men will return to work at once."
New English Firm
To Handle Entire
Universal Product
(Special to Exhibitors Herald)
NEW YORK, June 13.— European
Motion Picture Company, Limited, has
been formed in London and will dis-
tribute the entire forthcoming output of
Universal Film Manufacturing Com-
pany. London offices of the company
will be opened at 107 Wardour street.
At a meeting of the board of direc-
tors of the new organization Edwin J.
Smith, well known in American film cir-
cles, was appointed managing director.
The schedule of European Motion
Picture Company calls for the publica-
tion of 356 subjects of varying lengths
within the coining year.
Close Scores Mark
Kansas City Games
CSpccial to Exhibitors Herald)
KANSAS CITY, MO., June 13.— "No
unusual hitting by cither team, but the
best game of the season," was the de-
scription of a member of the Kansas City
First National exchange baseball team,
in rehearsing the 3 to 2 victory of the
First National over the Vitagraph nine
last week.
The Kansas City Film League is mak-
ing a strong bid for attendance and is
proving a rival to sonic of the best ama-
teur teams of the city. The Pathc-Cres-
cents and the First National grace the
top of the league standings.
June 24, 1922
EXHIBITORS HERALD
31
Brunton Has Ambitious Plan
For Operating Miami Studio
Becomes General Manager of Plant in Florida Which
Has Just Been Completed by Curtiss — Also
Heads Big Producing Organization
(Special to Exhibitors Herald)
NEW YORK, June 13. — John Brunton, formerly of the Brunton Studios
of Hollywood, has taken over the management of the million-dollar studios
just completed at Miami, Fla., by a company of capitalists headed by Glenn
Curtiss of Curtiss Aeroplane Company.
Negotiations between Mr. Curtiss and Mr. Brunton have been on for some
time and reached the point of signing contracts last Saturday. Mr. Brunton
becomes general manager of the studio company and will also be president of
a big producing company now being formed by the men who control the studio
corporation, Mr. Brunton himself having a large financial interest in both
companies.
Studio to Become Big Factor in Industry
The Miami Studio is admittedly one of the finest plants of its sort in the
country and the advent of Mr. Brunton, with his long experience in studio
management, will undoubtedly cause it soon to be a big factor in the picture
producing industry.
Joseph S. MacHenry
Leaves Herald Staff
Advertising Man Will Remove
His Headquarters to
New York
Joseph S. MacHenry, who has been
associated with the advertising depart-
ment of Exhibitors Herald since shortly
after the establishment of the publication in
1915, has tendered his resignation, to be
effective late this month.
Absent During War
Mr. MacHenry has been active in the
Chicago advertising activities of the
Herald -throughout this period excepting
only an absence for the duration of the
war when he was connected with the ar-
tillery branch of the United States Army.
Upon his return from the army he was
elected secretary of the company.
Mr. MacHenry has a wide acquaint-
anceship throughout the motion picture
industry, particularly among state rights
men, independent exchanges and exhibit-
ors of the Middle West. During his con-
nection with the Herald he conducted a
personality column which has had a wide
following in the Chicago territory.
Removes to New York
Mr. MacHenry leaves the staff of the
Herald with the good wishes and grati-
tude of the organization for faithful and
efficient services rendered to the publica-
tion throughout his connection with it.
Upon leaving the Herald he plans remov-
ing his headquarters to New York City.
Newman Theatre Holds
Anniversary Program
(Special to Exhibitors Herald)
KANSAS CITY, Mo., June 13.— For
the third successive year, Frank L. New-
man, owner of the Newman theatre,
Kansas City, has completed a week "mob
scenes" in front of the box office of the
Newman theatre ■ during the third anni-
versary program of that theatre. Each
year Mr. Newman stages a program that
rivals the best of musical comedy pro-
ductions and Kansas City theatregoers
are willing to stand in line for hours,
sweating and sweltering, in order to wit-
ness the performance. Three birthday
cakes, from which sprang a chorus of
twenty-six, formed the principal feature
of the program.
Crandall New Member
of Rotating Committee
(Special to Exhibitors Herald)
NEW YORK, June 13.— Harry M.
Crandall of Washington, D. C, has suc-
ceeded I. H. Rubin of Minneapolis as
a member of First National's rotating
committee. He will spend two weeks in
the metropolis, acting in an advisory ca-
pacity with officers and executive com-
mittee members of the distributing com-
pany.
Acquires New Theatre
(Special to Exhibitors Herald)
PHILADELPHIA. PA., June 13.—
Fred G. Nixon-Nirdlinger has taken over
the new Ambassador theatre from
Maurice and Fred Felt which will be op-
erated in conjunction with other Nixon-
Nirdlinger houses and booked through
the Stanley Company of America.
The studio is situated five miles from
Miami, on a tract of 144 acres of land,
all suitable for picture making. It is con-
structed with two enormous stages and
equipped with all the appurtenances for
up-to-date picture making. Anything
that isn't there. Mr. Brunton says, he
soon will have there.
Articles of incorporation for the first
producing unit have already been applied
for and it is expected that work on the
first picture will be commenced within
the month. While an elaborate schedule
of production is being formed to begin
about October 1, a number of pictures
will be made before that time.
Depicts Life of Edison
Negotiations are now under way by
Mr. Brunton for the making of a film
based on the life and history of Thomas
A. Edison, and his inventions. In this
Mr. Edison will appear personally and it
is expected it will be the largest picture
of a commercial nature yet attempted.
The picture will showr scenes in the life
of Mr. Edison from his boyhood days,
depicting his struggles with adversity
until fame and fortune began to come his
way with his earlier inventions.
If the negotiations are completed Mr.
Edison will 'go to the Miami studio and
the film will be made largely under his
personal supervision as, owing to the ed-
ucational value of the picture, it is his
desire to have the picturizations of the
working out of his many inventions as
accurate as possible.
Company Well Financed
"There are great possibilities for the
studio at Miami," said Mr. Brunton, "bur
in order to prove these to the industry it
is necessary for us to first inaugurate our
own producing company. These ar-
rangements have been made, the new
company well financed, and everything is
in readiness to go ahead.
"During the summer we will make a
number of pictures of a commercial na-
ture, as well as several of a more strictly
entertainment character. It is a wonder-
ful plant and everything is there neces-
sary for the making of good pictures and
that is the only kind we are going to
make. We can't jeopardize the good
name of the plant by making anything
but the best, and that means best from an
artistic as well as a mechanical point of
view.
Work to Begin Soon
"Already I have been approached by
the representatives of a number of the
large companies with a view of using the
plant for the making of scenes in some
of their big features .which they are un-
able for various reasons to make in their
own studios.
"We will begin work at Miami within
a few weeks and I anticipate that by fall
we will have all that the studio can take
care of."
Ohio's Autocratic Film Censor
Is Deposed by State Executive
(Special to Exhibitors Herald J
COLUMBUS, O., June 13. — Ohio is rid of its autocratic censor,
Mrs. Evelyn Frances Snow. She was ousted on Saturday by V. M.
Riegel, state director of education, on instructions from Gov. Davis.
Mrs. Snow was given two days to vacate her office, and to this
order she complied.
Ousting of Mrs. Snow had been urged for sometime past by
members of the industry, because of her autocratic control of the
office. She has been persistent in her elimination from newspictures
of all references to censorship. She became very unpopular among
the public and officials when she made a statement not so long ago
reflecting upon the intelligence of the public.
It had been the contention of exhibitors and exchange men that
Mrs. Snow's actions were detrimental to their business. Two new
assistant censors have been appointed by the department of educa-
tion. They are: Miss Suzanne and Miss Mary E. Luethi.
32
EXHIBITORS HERALD
June 24, 1922
Exhibitors-Producers Consider
' 'Play or Pay" Contract
First Meeting of Joint Committee Which Seei\s Harmony
and Cooperation Held in New York
(Special to Exhibitors Herald)
NEW YORK, June 13. — The first meeting of the joint committee of
exhibitors and producers, wheih is seeking to eliminate the stum-
bling blocks which have stood in the way of harmony and coopera-
tion, was held in the office of Will H. Hays last Friday.
B. Edelhertz
npHE committee is composed of three
members of the producers organiza-
tion and three members of the Theatre
Owners Chamber of Commerce of New
York. The pro-
ducer members
are John M.
Q u i n n, general
manager of Vita-
graph; Sidney R.
Kent, general
manager of dis-
tribution of
Famous Players-
Lasky Corpora-
tion, and Karl W.
Kirch way of
counsel for the
Selznick Enter-
prises.
T h e exhibitor
members are
Bernard Edelhertz, Louis F. Blumenthal
and Leo Brecher, prominent theatre own-
ers of New York and officials of the
T. O. C. C. Mr.
Edelhertz is also
a n attorney o f
high standing, so
each representa-
tion has in its
personnel a law-
yer. Mr. Kirch-
way was chosen
chairman.
* * *
The conference
is but the first of
a series and the
first subject tak-
en up was a dis-
cussion of the
contracts now in
vogue between distributor
owner for the booking of
L. F. Blumenthal
and theatre
pictures. The
uniform contract or the lack of one, has
been the cause of
the greatest com-
plaint on the part
of the exhibitor,
and the concen-
sus of opinion of
all who took part
in the conference,
is that this ob-
stacle to peace
and harmony can
be quickly and ef-
fectually removed.
"We do n o t
ask for or expect
to work out a
Leo Brecher U n i f 0 r m con-
tract," said one
of the exhibitor members of the commit-
tee after the meeting, "but there is little
doubt but what we will be able to agree
on a form of standard contract, the basic-
principles of which are uniform, and
which will be equitable to all concerned.
It would be. in my opinion, impossible
to make one set contract for all cases. A
just and equitable contract is all we want
and it appears evident now that the pro-
ducers and distributors want just that
same thing.
* * *
"The trouble over contracts has not
been all one-sided. Our exhibitors have
not always been faultless in the troubles
that have arisen over contracts for pic-
tures. That we recognize this is evi-
denced by the fact that one of the clauses
we have suggested is a 'play or pay'
clause. This means that when an exhibi-
tor contracts for a picture for a certain
date, he must either play it on that date
or pay for it for that date.
"This will do away with two evils. It
will prevent an exhibitor from tying up
more pictures than he can use simply for
the purpose of keeping them away from
his competitor, and it will save the dis-
tributor money by making him sure of
his booking dates. The 'play or pay'
clause is eminently fair to both sides and
fairness is all that we want.
"Our organization (the T. O. C. C.) is
in a position to enforce contracts made
with our members inasmuch as we, as
an organization, guarantee all of the
member accounts with the exchanges."
Rental Cut Is Vital,
Exhibitors Tell Hays
M. P. T. 0. A. Conference to
Last Throughout Week
in New York
(Special to Exhibitors Herald)
NEW YORK, June 12.— Thirty-five
officers and members of the Motion Pic-
ture Theatre Owners of America, headed
by President Sydney S. Cohen, held the
first of a series of conferences today with
\\ ill H. Hays for the purpose of ironing
out differences existing between the ex-
hibitors and the producers.
Meeting First of Series
The conference was held at the Bilt-
more hotel and today's session is the first
of a series which is expected to last sev-
eral days. With Mr. Hays at the con-
ference were Winfield R. Sheehan of Fox
Film Corporation, Karl W. Kirchway,
legal counsel for Selznick Enterprises,'
and Sidney R. Kent, general manager of
distribution for Famous Players-Lasky
Corporation.
The theatre owners assert that the
most vital of all questions to be discussed
is a reduction of film rentals. They
pointed out that the theatre owners are
suffering from a business slump due to
economic conditions which demands that
the producers meet the situation by cut-
ting rentals.
Name Sub-Committee
A sub-committee of the theatre owners
has been appointed to work with the
producers' representatives and meetings
will be held each day until the end of the
week, at which time it is expected the
full program of demands of the exhibi-
tors will be made public.
Whole Sky to Be Huge
Poster in Advertising
"WFilmrTheStorm"
(S fecial to Exhibitors Herald)
NEW YORK, June 13.— You may
talk and boast of your huge 144 sheet
stands, but they will be put to shame
when Universal starts advertising its
special, "The Storm," starring House
Peters. The whole sky will be the bill-
board in this instance, and according
to the producing company, the letters
will be a mile high.
The message, "The Storm Is Coming."
will be written by an airplane, accord-
ing to Universal. As the plane ma-
neuvers in the sky it leaves a dense
smoke trail spelling out the message,
which may be seen for miles.
Universal states that the stunt has
been used by Lord Northcliffe in Eng-
land, and President Carl Laemmle of
Universal is negotiating with the Eng-
lish publisher for American rights on
the smoke patents.
Colleen Moore Lead in
Lascelle- Hodkinson Film
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— Ward
Lascelle has selected the cast and staff
for "Affinities/1 the Mary Roberts Rhine-
hart story which he is producing for
Hodkinson distribution at the Thomas
II. luce studios. Colleen Moore and
John Bowers are in leading roles, sun-
ported by Joseph Bonner, Jack Duffy,
Grace Gordon and Pete Soso.
Acquires Controlling
Interest in Two Big
Playhouses in Toledo
(Special to Exhibitors Herald)
INDIANAPOLIS, IND., June 13.—
Edward G. Sourbier, safety director of
Indianapolis, Ind., one of the owners of
the Central Amusement Co., returned
Saturday from Toledo, Pittsburgh and
Springfield, Ohio, where he completed
the purchase of 1,400 shares of stock in
the Sun and James Amusement Co., of
Toledo. The company owns and oper-
ates the Rivoli and Toledo theatres. Mr.
Sourbier previously owned 800 shares in
the company and through the purchase of
the additional shares he becomes owner
of 90 per cent of the property, which, he
says, is valued at considerably more than
$1,000,000. The remaining 10 per cent of
the stock is owned by Charles M. Olson,
manager of the Lyric theatre of this city,
who is associated with Mr. Sourbier in
the Central Amusement Co.
The stockholders of the Toledo con-
cern that Mr. Sourbier bought out were
Gus Sun,. Louise Wilson, John Cole and
Horner Neer, all of Springfield: Howard
( raiie, of Detroit, an architect; Pete Sun,
of Toledo, and Jean Marks, of Indian-
apolis. The transaction was one of the
biggest theatrical deals in the history of
Todelo and is said to involve $750,000.
Premiere" at Mission
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— The Fox
picture "A Fool There Was," will have
its world premiere at the Mission the-
atre.
June 24, 1922
EXHIBITORS HERALD
33
Botsford Is Named
A. M. P. A. Official
Succeeds Jerome Beatty as
Vice President of
Advertisers
(Special to Exhibitors Herald)
NEW YORK, June 13.— A. M. Bots-
ford, who succeeded Jerome Beatty in
handling Famous Players-Lasky adver-
tising, also has
succeeded him as
vice president of
the Associated
Motion Picture
Advertisers, Inc.
The occasion of
both successions
is the removal of
"Jerry" to other
fields of labor,
Paramount hav-
i n g transferred
him to the Coast
Transfers Beatty
W hen Beatty
was transferred
Mr. Botsford. who had been his assistant
on the advertising end of the work, was
placed in full charge of Paramount ad-
vertising. Beatty's removel to the Coast
also necessitated the election of someone
to succeed to his office in the A. M. P. A.
The A. M. P. A. board of directors met
last week for the purpose of electing a
vice president to fill the unexpired term,
and figuring that a wise precedent had
been set by Paramount, decided to fol-
low suit, so Mr. Botsford was elected un-
animously.
Was Formerly an Actor
The new A. M. P. A. vice president is
a native of Rockford, III., and later on
his graduation from Williams College
carried away with him an A.B. degree
which he first util'zed as a civil engineer
with a coal company in Greensburg, Pa,.
Later he entered newspaper work^rtfd
from there transferred his taleiUa^fo the
stage playing in stock and two years in
John Barrymore's company.
Mr. Botsford came to Famous Players
from the New York World and after
doing publicity for awhile, was trans-
ferred to the advertising department,
where he has made an enviable record.
A. M. Botsford
Blue Sunday Forces Blank
To Sell Theatres at Ames
Des Moines Chief of Police States He Will Make
No Effort to Enforce Sumptuary Laws in
City — Fight Spreads in State
(Special to Exhibitors Herald)
DES MOINES, I A., June 1.5. — Lxliibitors wno believe that blue laws
do not menace the industry and accordingly make no effort to combat their
sponsors, have only to review the experiences of A. H. Blank to realize
the immediate peril of sumptuary legislation.
Three theatres have been sold by Mr. Blank at Ames because of the
institution of a "sour" Sunday in that city. Under the six day operating
policy, adoption of which was forced by the reformers, Mr. Blank said he
could not see a "bright financial future."'
Des Moines Chief Refuses to Enforce Law
Another angle of the Sunday closing situation in the state, however,
should encourage optimism among Des Moines theatre owners. Chief of
Police John B. Hammond, in letter to Dr. Robert T. Craig, states that he
will make no effort to enforce blue laws in the city because no law or set
of laws can be "enforced beyond the limit of public opinion."
The chief, in his frank utterance,
touches a phase of the question to which
the reformers have turned a deaf ear.
Reformers disregard and disrespect pub-
lic opinion. It is their mission, if it can
be called such, to oppress the public ir-
respective of crystallized sentiment op-
posing them.
Blank Expresses Views
Mr. Blank's action in selling his Ames
interests was made public in a letter ad-
dressed to Helen and Joe Gerbracht, for-
mer managers and now owners of the
three houses. Mr. Blank wrote:
"The reason I could not see a bright
financial future far my small, interests
there, if I hart retained them, istTTT»«4Qcal
altitude at Ames on the question of Sur
'•flay amusements. I think they are highly
essential to enable the theatres to offer
the highest quality of entertainment
Publisher of "Herald"
Addresses "U" Staff;
Stresses Cooperation
Martin J. Quigley. publisher and edi-
tor of the Herald, addressed a meeting of
district executives and salesmen of Uni-
versal at the Universal headquarters in
Chicago on Saturday, June 10. Mr.
Quigley pointed out the value of coop-
eration between the sales organization
and the trade press and urged the sales-
men to avail themselves of the assistance
in their work that can be rendered by the
trade press.
In addition to the sales staff the fol-
lowing executives were present: Herman
Stern, district manager; I. L. Leserman,
business manager, Chicago exchange:
Louis Laemmle, office manager; Alfred
Platzmann, auditor; L. W. Alexander,
recently appointed manager Kansas City
exchange; George Levine, former Mil-
waukee manager, now in charge of short
products, New York; I. J. Sampson,
short subject manager; F. O. Neilsen.
feature manager, and \V. L. Hill, direc-
tor of publicity and exploitation.
available. Ames evidently does not think
they are essential to its people and has
ruled them out.
Can't Get Best Films
"As you are aware, it has been my
policy since I entered the moving picture
business, that the most money is to be
made by giving the best show. I par-
ticularly want to be able to do that in a
college city.
"Without the revenue to be derived
from Sunday patrons the exhibitor has
to cut down his costs some place, and the
cut is invariably made at the expense of
quality entertainment. If people can't go
to see pictures on Sunday, the exhibitor
can't give them the best pictures on the
other six days, because he can't afford to
J>uy them."
Center of "Blue" Fight
Y\ic three houses disposed of are the
rin\ess, Ames and Twin Star.
Iowb has become a central battle-
-ounA for all blue lawists. During the
•cent ''Presbyterian congress here, Sec-
tary Harry L. Bowlby of the Lord's
ay Allfcnce, pointed with pride to "our
ctory" at Ames and other Iowa cities,
e stressed the fact that Des Moines
ust be closed on Sundav.
Just what section of the state the ac-
uities of the reformers will be noticeable
next is not known. Exhibitors, how-
er. are planning stiff resistance wher-
er the agitators strike.
Revoking of License
Refused by Mayor in
Sunday Opening Case
(Special to Exhibitors Herald)
HUNTINGTON, IND., June 13.— The
tition of Hiram M. Coulter and five
hers, asking that the theatre license of
e Jefferson Amusement Co. be revoked
cause of Sabbath desecration has been
nied by C. F. Juillerat, mayor. Similar
titions are pending before the city court
d the circuit court.
In announcing his decision. Mayor
lillerat said: "The licensee complained
has not in any manner violated the
rms and conditions of his license, and
ts done no act in violation of the law or
ie ordinance of the city of Huntington
lating to business or place of business
:ensed.
34
EXHIBITORS HERALD
June 24, 1922
Don't Break Theatregoing Habit
by Summer Closing
Warns CARL LAEMMLE
"You Are Cutting Your Own Throat by Darkening Your
House," Says Universal President
SAYS President Carl Laemmle of Universal Film Manufacturing Com-
pany: "If the grocer from whom your wife buys her supplies should
close his store for the summer because he 'couldn't' operate at a profit
during the hot months, he would lose your family trade not only for the
period during which he was closed up but for a long time thereafter — and
possibly forever.
"Ask your wife. She knows!
Carl Laemmle
'"THE grocer she trades with is a habit
with her.
"There may be other grocers in town
who sell better stuff or who sell at lower
prices, but she
has not taken the
trouble to find it
out because she
is in the habit of
trading with the
one she is ac-
customed to.
"A tremendous
percentage of the
business done in
this world is
based on habit.
"You buy your
cigars from habit,
your clothes from
habit, your shoes and in fact prac-
tically everything else. The people you
buy from would rather do anything in
the world except to break you of the
habit of trading with them.
* * *
"Yet every exhibitor who closes h
theatre in the hot months or who evt
thinks he would really make or sa'
money by such a plan is guilty of brea
ing the movie habit of his patrons, I
is cutting his own throat and letting o
all the life blood of his business with tl
idea he will stop the pin-prick bleedil
caused by poor business in the summ
"The movie habit of your patrons
worth every dollar you can possib
spend to keep it a habit. Far better it
for you to keep your theatre open so th
can come if they want to come than
force them all to find some other way
killing time and amusing themselves.
"I know of exhibitors who feel tr
it is better to shut up shop in the summ
and simply lose their rent than to ke
open at the risk of a loss. This is t
most illogical reasoning imaginable,
is based on false premises from the ve
beginning.
* * *
"Every dollar that it might cost you
keep open during the summer should
charged as investment and not as loss,
is fire burning. It is investment in fc
tering the movie habit among yo
people.
"Let them once form other habits a
find other ways of spending their tin
and it will cost you a whole lot more
get them back in the fall than you 'sav<
by shutting your doors in (heir faces!
"The movie habit of the American m
lions is the greatest asset the indust
has. Are you going to do your part to
cultivate it or are you going to drive
another nail in its coffin?"
New Production Lnit
Has Plans Calling for
Eighty- four Pictures
(Special to Exhibitors Herald)
NEW YORK, June 13.— Lustre Pho-
toplays, Inc., has been organized with
J. W. Foster as president and Robert
Carson as director general. Studios
have been erected at Plattsburgh, N. Y.,
and production on the first of the com-
pany's pictures is under way.
Eighty-four pictures comprise the com-
pany's program. Judith Jordan will star
in twenty two-reel semi-Westerns; and
Charlie Fang, Chinese comedian and
protege of Director Carson, will star in
fifty-two one reel comedies. Twelve five
reel features based on popular novels and
stage successes also will be produced.
Miss Jordan was winner of the 1920
R-C Makes Berman
Distribution Chief
J. I. Schnitzer Promoted to
Vice Presidency of
Company
(Special to Exhibitors Herald)
NEW YORK, June 13.— H. M. Ber-
man, who has just resigned as general
manager of distribution for Universal,
has been selected for the same post by
R-C Pictures. He will assume his new
duties on July 1.
Simultaneously, announcement is made
of the promotion of J. I. Schnitzer to
the vice-presidency of the R-C organiza-
tion.
Seeks Wide Circulation
The appointment of Mr. Berman is in
line with the general policy of P. A.
Powers to build up a selling force wliich
will give the company a circulation for
its product equal to that of any other or-
ganization.
Mr. Berman will become active with
the organization in time to lend his ef-
forts to the R-C special, "In the Name
of the Law," which will open at the
George M. Cohan theatre in New York
early in July.
Reorganized Company
Mr. Schnitzer's promotion comes as a
result of his excellent work in reorganiz-
ing the R-C system in the past two
months. He will continue to aid in the
shaping of the policy of the organization
and will remain in executive control un-
der Mr. Powers, managing director.
Dismissal of Case
Gives Theatre Man
Music Tax Victory
(Special to Exhibitors Herald)
JOPLIN. MO., June 13. — Missouri ex-
hibitors at last have obtained a decision in
the much discussed music tax problem.
The case against William Parsons, owner
of the Pershing theatre, charged with
playing the "Wabash Blues," has been
dismissed, free from any settlement out
of court and devoid of the taint of any
complicating circumstances. It developed
that the song was played on a mechanical
piano, if it was played at all.
Mr. Parsons denied the song had been
played. After a number of conferences
with Lawrence E. Goldman, counsel and
secretary of the M. P. T. O. Missouri,
Mr. Parsons was prepared to fight to the
last ditch, when the case was dismissed.
This decision, it is believed, will end the
burden of Missouri exhibitors, so far as
music tax is concerned.
Vitagraph President
Goes to Europe for
An Extended Journey
(Special to Exhibitors Herald)
NEW YORK, June 13.— Albert E. Smith,
president of Vitagraph, and Mrs. Smith
(Jean Paige), sailed on the Aquitania to-
day for Europe, where they will make an
extended tour of England and France.
While in England, Mr. Smith will inspect
the company's branches and will study Eng-
lish atmosphere and locales for a number
of forthcoming productions.
Several important announcements are ex-
pected from President Smith upon his ar-
rival home.
June 24, 1922
EXHIBITORS HERALD 35
Film News
in
Pictures
PICTORIAL SECTION
of Exhibitors Herald
Issue of June 24
Stories Told
hy
the Camera
I
Women can be just as successful ex-
hibitors as men. If you don't believe
so, just ask Mrs. E. C. Klink, who is
owner and operator of the Eldon
theatre at Grant, Neb.
Kearney, Neb., has a couple
of theatres of which it is
proud. They are the Empress
and Crescent. H. E. Swan is
owner of the houses.
"Big Bill" Hawley is the amicable
proprietor of the Keith and Sun
theatres at North Platte, Neb. Doesn't
look like Exhibitor Hawley was wor-
rying much about a summer slump in
business.
mem
The Keatcns, Buster and Natalie, are the
proud parents of a bouncing baby boy, born
just the other day. Mrs. Keaton, before her
marriage, was Natalie Talmadge. The come-
dian's current First National offering is "My
Wife's Relations."
A snap of Maurice Tourneur (right), who is in England producing
"The Christian" for Goldwyn, and Sir Hall Caine, author of the
opus. Mr. Tourneur has in London with him Richard Dix and
Mae Busch, who are playing the leading roles in the production,
which will be on the distribution schedule for the new season.
36
EXHIBITORS - HERALD
June 24, 1922
WED
THU
fifth
annual
WEEK
One of the advance one sheets on Paramount Week which
Famous Players-Lasky Corporation is distributing gratis
to exhibitors. One of the most comprehensive advertising
campaigns ever conducted in the industry is being launched
by the advertising and publicity departments.
An interesting study in screen makeup. This evil-
looking being is none other than William Eagle-Eye,
who is portraying the role of Shaman in the R-C Pic-
tures feature, "The Son of the Wolf," an early publi-
cation.
Stan and other prominent people in industry who helped to make the opening of Loew't Warfield theatre in San
Francisco a gala event. The Warfield it approximately the 300th theatre in the circuit operated by Marcus Loew,
president of Metro and of Loew, Inc. It is understood that the Warfield is the last playhouse to be erected by Mr.
Loew. His chain now extends from Coast to Coast.
June 24. 1922
EXHIBITORS HERALD
37
Miss duPont appears in per-
son at Topeka, Kan., during
showing of Universal's
"Foolish Wives." To left, on
steps of capitol with Gov-
ernor Allen. Above, her first
airplane ride.
Two views of the Hope theatre at Dallas, Tex.,
which was named after Hope Hampton, First Na-
tional star. The star and her current attraction,
'Star Dust," dedicated the new J. D. Williams
million dollar theatre. The top picture shows the
beautiful lobby and left staircase. Below is
shown the entrance hall of the new playhouse.
In the two pictures you may recognize such prominent players and other members of the industry as Viola Dana,
Tom Meighan, Bebe Daniels, Director Fred Niblo, Shirley Mison, Lois Wilson, Lila Lee, Theodore Roberts, Walter Hiers,
Conrad Nagel, Jack Meador, Metro's advertising director, May McAvoy, Mary Miles Minter, and Ruth Roland. Con-
struction details and pictures of the new theatre are published in the "Equipment Department."
38
EXHIBITORS HERALD
June 24, 1922
A striking pose of Pauline Fred-
erick, whose most recent starring
vehicle offered through the ex-
changes of R-C Pictures is "The
Glory of Clementina."
Mabel Normand, whimsical star of
Mack Sennett't "Suzanna," sails
for Europe, where she will spend
two months in England and on the
continent.
Leah Baird, featured player in the
Associated Exhibitors' picture,
"When the Devil Drives." A re-
view of the feature is published in
this issue.
Barbara Castleton, who has a lead-
ing role in "False Fronts," the S.
Barret McCormick attraction,
which is being distributed by
American Releasing Corporation.
Nazimova as she appears in her
forthcoming picture, "Salome."
Charles Bryant is now in New
York arranging for distribution of
the new production.
Helene Chadwick, Goldwyn lead-
ing woman, keeping "Whiskers,"
or whatever the prize winning
Airedale's name is, quiet, while the
photographer does his duty.
June 24, 1922
EXHIBITORS HERALD
39
Elaine Hammerstein, the beautiful
Selznick star, whose forthcoming
picture for distribution through
the Select exchanges is "Under
Oath."
Stuart Holmes, plotter of many
dark schemes (on the screen), in
the Metro picture, "The Prisoner
of Zenda."
Corinne Griffith, Vitagraph star, has a radio in her studio
dressing room. When not before the director she spends
her time listening in on concerts, sometimes hundreds
of miles away.
Claire Windsor, one of the beauties of the screen, who
is a member of the all-star cast, appearing in the John
M. Stahl attraction, "One Clear Call," for First National
distribution.
Historic meeting between Henry M. Stanley and Dr.
David Livingston in African jungle. It is one of the big
dramatic moments in Universal's historical chapter-
play, "With Stanley in Africa."
Whiskers is whiskers, according to Fritzi Ridgeway, who
compares T. Roy Barnes' hirsute adornment with that
of another actor, all of whom play in the Paramount
picture, "The Old Homestead."
40
KXHIBITORS HERALD
June 24, 1922
Louis Weiss
CARL RAY, of Cheyenne, Los Angeles,
and the world at large, who proudly as-
serts that he holds the honor of being the
first yearly subscriber to the Exhibitors
Herald, spent last week in New York shop-
ping for pictures, and he bought a bunch
of big ones for his several theatre's.
By the recent purchase of the Princess
from Famous Playcrs-Lasky, Mr. Ray now
owns all four of the theatres in Cheyenne,
and says the only competition he has there
is with his own houses, all of which he
keeps on their toes by making them keen
rivals of each other. Mr. Ray also owns
theatres in Los Angeles, and so sure is he
of the return of prosperity to the film in-
dustry that he says he is in the market for
more theatres anywhere in the West.
In addition to being a large theatre owner,"
^ Mr. Ray is a fancier of fine cattle and has
a herd of 1,000 purebred Holstein cows on
his ranch in Los Angeles, which he says is
the only ranch within the city limits.
"I'm proud of my cattle and my theatres,"
said Mr. Ray, "and next to those I am
proud of my record of never having missed
reading an issue of Exhibitors Herald
since it was first started."
* * *
Old Doctor Tom Wiley has been giving
Horace Judge lessons in the theory and art
of driving a "petrol wagon," as they both
call it. the First Nationalite having some-
what honestly acquired a car of the 1922
vintage. Bill Yearsley reports the follow-
ing snatch of conversation heard over the
luncheon demi tasse :
Wiley (loquitor) : "Now, Horace, what
ought you to do if your car is going up a
steep hill and the engine stalls with your
brakes out of order?"
Judge thought a moment, then replied:
"Guess that would be about time to take to
the lifeboat." * * *
And now it is Ned Marin, general man-
ager of Distinctive Pictures, who has his
chest stuck out until the upper buttons of
his fancy weskit are in imminent danger.
If you inquire the cause of the expansion
Ned will tell you of a wonderful visitor
who arrived at the Marin domicile on the
morning of June R. It's a girl ; it's the first
arrival, and modestly Ned admits that it is
already showing signs of a brilliant future.
* * *
Ernest Shipman left last week for a two
weeks' trip to Montreal to look over the
activities of the Shipman Fnterprises. Be-
fore leaving Mr. Shipman said that the man
who figured that better times in the film
industry were soon comine, is all wrong.
"They're already here." said Mr. Ship-
man. "And the man who can't find the bet-
ter times is the man who hasn't good pic-
tures to sell."
* * *
Sam Rothafel. who has taken only three
days' vacation in his two vears of direction
of the destinies of the Capitol theatre, is
going to prove to a waiting world that he is
a regular fisherman. He spent several days
last week fishing in the wilds of Vermont
and took with him a motion picture camera
man and camera to bring back with him
pictorial evidence of his piscatorial prowess.
(That's a hot one cribbed from the P. A.)
It is said several other exhibitors along
Broadway are trying to book the film.
» ♦ *
You've got to hand it to Charlie Mover,
or maybe it was Mary I'irkford, or Marv's
press agent. But, at any rate, you've got to
hand it to someone for a new one on real-
ism. In a story describing the building of
a dilapidated fishing village on the shore of
a lake near Los Angeles, where Mary is
making "Tess of the Storm Country," we
get this :
"Portions of broken down houses, fix-
tures, etc., were collected from all parts of
southern California. Every effort was made
to preserve even the cobwebs in these old
buildings."
Don't you just love that preserving-the-
cobwebs stuff?
* * *
Julius Steger, production manager of
Fox Films, sailed for Europe last Saturday
on the LaSavoie, to meet William Fox for
the purpose of buying screen stories abroad.
Mr. Steger and Mr. Fox will go to Rome
to look at the print of "The Shepherd
King," the big super-special just completed
by J. Gordon Edwards in Egypt and Rome.
* * *
E. M. Saunders, Metro general sales
manager, goes to Chicago this week, where
he has called a general conference of branch
managers of the middle west. Tom O'Con-
nors, assistant to Mr. Saunders, has just
returned from a trip over the country dur-
ing which he visited all the exchanges in
the interest of fall distribution.
* * *
Jack Meador, director of publicity and
advertising for Metro, has at last arrived
safely from his six weeks' trip to the coast.
While there, among other things Jack says
he did, was to appoint Howard Strickland
to succeed Ray Leek in charge of Metro
publicity on the coast. Leek has left the
Metro employ and is in charge of one of
the R-C producing units. Strickland was
fromerly his assistant.
* * *
Eddie Polo, having completed filming the
fifteen episodes of his "Captain Kidd"
serial, sails on Saturday for a hurry-up
trip through a large section of Europe.
Eddie says he will do London and Paris
each in three days, spend a week in Berlin
and Vienna, and then tour Italy and Switz-
erland another week, making in all about
three weeks on the other side, when he will
take passage for home. On his return he
will start work on another big serial.
* * *
Mike Connolly, casting director of In-
ternational Films, is proudly displaying to
his friends two letters of appreciation for
his work in connection with the May drive
for funds for the Association for the Im-
provement of the Poor. One letter is from
Cornelius N. Bliss which encloses a copy
of a special resolution that has been spread
upon the minutes of the Association and
which reads in part:
"The board wishes in particular to ex-
press its thanks to Mr. Mike Connolly for
his generous assistance to the May carni-
val."
The other letter is in the same tenor and
is from Will H. Hays. The betting is even
money that Mike will have them both
framed and hung on his office wall; two to
one on the Bliss letter.
* * *
Harold B. Franklin arrived in New
York last week and immediately assumed
his duties as general manager of the theatre
department of Famous Players.
John S. Sparco.
A Few Pertinent Facts
About a Hustling
Young Picture
Magnate of Broad-
way
THOL'GH young in years — in appearance
at any rate — and with all the pulchritude
usually accorded to the dashing heroes of
many of his pictures, Louis Weiss is a
veteran in the film industry. The popular
head of Artclass Pictures Corporation,
Clarion Photoplays Inc., and Adventures of
Tarzan Serial Sales Corporation, is a
graduate of the old talking machine game
and opened his own first motion picture
theatre fourteen years ago. This was of the
old Nickleodeon vintage and on the same
" site on Avenue A, between Third and
Fourth avenue, Weiss Brothers still own a
theatre, this a fine big one strangely in
contrast with the original venture.
After opening the first show house, Weiss
brothers built two more in the same block,
and then branched out until they owned and
operated a string of sixteen houses in New
York, Brooklyn and Connecticut.
Starting in the producing end of the in-
dustry in 1915, Weiss Brothers first picture
was "It May Be Your Daughter," which
was distributed through the state rights
market. Then followed the Lilliputian
Comedies and "The Open Door," the latter
being sent to the exhibitors via Robertson-
Cole.
Among the big pictures made by Weiss
Brothers in "The Adventures of Tarzan"
serial with Elmo Lincoln, which has grossed
more than a half million dollars, setting
what is claimed a high tide mark for the
state right field.
Mr. Weiss is now busy preparing for dis-
tribution "After Six Days," which is the
filming of the story of the Old Testament,
and which he believes will prove the great-
est picture yet shown on the screen. It is
expected this will be ready for the market
about September 1.
June 24, 1922
EXHIBITORS HERALD
41
Powers to Widen
Activity in Field
Will Provide Distributing
System for Independent
Film Producers
(Special to Exhibitors Herald)
NEW YORK, June 13.— An announce-
ment of supreme interest in the motion
picture industry and one which is ex-
pected to have an important bearing on
the future distribution methods of pic-
tures is made this week by P. A. Pow-
ers, of R-C Pictures Corporation. The
substance of Mr. Power's statement is
this:
Name Is Changed
On and after July 1st, 1922. the Rob-
ertson-Cole Distributing Corporation
will be known as the Film Booking Of-
fices of America.
The purpose of the Film Booking Of-
fices will be the distribution of R-C and
independent productions through the me-
dium of a highly developed selling or-
ganization.
By means of the Film Booking Offices,
the independent producer will be assured
of the most highly developed exploitation
and selling medium without losing his
identity. Each brand of pictures will be
handled separately and distinctly.
Acts As Sales Agent
The F. B. O. will be simply a sales
agent.
The R-C studios in California will
continue production and the product of
R-C Pictures will be published through
F. B. O. This new film clearing house
is willing to assist the independent direc-
tor, star or author, who comes to them
with a worth while idea or plan for a
picture or a series of pictures.
United Artists Officials
Confer on Distribution
Plans of New Pictures
(Special to Exhibitors Herald)
LOS ANGELES. June 13.— Officials
of United Artists Corporation have ar-
rived in Los Angeles to discuss distribu-
tion plans for the new picture "Douglas
Fairbanks in Robin Hood," and Mary
Pickford's new version of "Tess of the
Storm Country," as well as a new film
on which Charlie Chaplin is now work-
ing.
Representatives include Hiram Ab-
rams, president of United Artists Cor-
poration; A. C. Berman, general man-
ager of Allied Artistis Corporation, Lon-
don, England, consisting of nine ex-
changes; Guy Croswell Smith, in charge
of sixteen European offices; Max E. Pra-
ger, treasurer; C. S. Trowbridge and
Paul N. Lazarus, assistant general sales
managers, and Maurice G. Cleary, per-
sonal representative of Mary and Doug.
Joins Balaban & Katz
Advertising Division
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— Ted Leber-
thon, publicity director for Charles Ray,
has resigned to join the exploitation di-
vision of the Balaban and Katz theatres,
Chicago, headed by William K. Hollan-
der.
Mr. Leberthon will have charge of
publicity and advertising of the Roose-
velt theatre, recently acquired by Bala-
ban and Katz from Ascher Brothers.
Connecticut Re-elects True;
N. Y. Unit Urges Secession
Service Station Inaugurated by Theatre Owners in
Connecticut — President Sydney S. Cohen Talks
at Convention in New Haven
(Special to Exhibitors Herald)
NEW HAVEN, CONN., June 13.— W. A. True was given a vote of
confidence by Connecticut exhibitors in his re-election to the presidency at
the convention held at the Garde hotel last week. This action also is considered
as an endorsement of Mr. True's national activities with the M. P. T. O. A.,
with which he has been closely associated during the past twelve to eighteen
mouths.
Executive Secretary Is Named at Convention
A movement to broaden the scope of the organization's activities was
launched at the convention, preliminary steps being the appointment of an
executive secretary and the inauguration of a service station to care for the
requirements of members of the league. Connecticut hopes to extend this
service through New England.
All sections of the state were well rep-
resented at the conclave.
In his annual report, President True
went into details
in outlining the
work of the na-
tional convention
at Washington.
Members ratified
all that tran-
spired at the cap-
ital, as well as
the work of the
state officers and
executive c o m -
mittee.
Vested with
Power
President True w A jrue
also touched up-
on the possible adverse legislation which
the organization will be called upon to
right, and definite powers were vested in
the executive committee to meet all such
emergencies which might arise.
Addresses were delivered by President
Cohen of the M. P. T. O. A., Dr. Francis
Holley of Washington, and M. J. O'Toole
of Scranton, Pa. A banquet at the Garde
hotel, which was attended by federal and
state officials, concluded the convention.
Officers Are Elected
Other officers elected follow : First vice-
president, J. W. Walsh, Hartford; second
vice-president, Jacob Alpert, Putnam ; rec-
ording secretary, Joseph Saperstein,
Bridgeport; executive secretary, Mrs.
Agnes Cavanaugh, Hartford, and treas-
urer, James T. Rourke, Bridgeport.
Members of the executive committee are:
M. A. Heanle, Bridgeport; L. J. Hoffman,
Ansonia ; M. Pouzzner, New London ; L. B.
Murphy, Thomaston ; Louis Sagal, New
Haven; Charles Repass, Hartford; H.
Excel, Middleton; J. R. Shields, Derby;
C. M. Maxfield, New Hartford, and I.
Burbank, Thompsonville.
Sever Relations,
Exhibitors Ask
(Special to Exhibitors Herald)
NEW YORK, June 13.— Resolutions
urging the state exhibitors organization
to secede from the M. P. T. O. A. were
adopted at a gathering of Northern New
York exhibitors at Massena, according to
a report of the convention just issued by
Charles L. O'Reilly, president of the
state league.
Fifty in Attendance
Fifty exhibitors in the Northern divi-
sion, embracing the counties of Jefferson,
St. Lawrence, Franklin, Clinton, Essex,
Lewis and Warren, attending the meet-
ing. Mr. O'Reilly's report of the conven-
tion reads:
"V. A. Warren of Massena, member of
the board of directors of the Motion Pic-
ture Theatre Owners of New York State,
presided. Mr. Warren is also president
of the Northern New York division .of
the state organization.
Honor Senator Walker
"A rising vote of appreciation was
given to Senator James J. Walker for his
untiring efforts in behalf of the theatre
owners of this state.
"The following are the officers of the
Northern division: President V. A. War-
ren, Massena; vice president, J. C. Car-
penter, Gouverneur, and secretary and
treasurer, F. P. Meehan, Malone."
Laemmle Negotiating
For Randolph Theatre
It is understood that President Carl
Laemmle of Universal is negotiating for the
Randolph theatre, one of Jones, Linick &
Schaefer's most popular Chicago houses.
Aarcn Jones, head of the J. L. & S. circuit,
stated that no announcement could be made
at the present time.
Acquisition of the house by Mr. Laemmle
would give Universal a downtown theatre
for its product.
Two Toledo Theatres
Cut Admission Price
(Special to Exhibitors Herald)
TOLEDO, O., June 13.— Two motion
picture theatres in Toledo have reduced
admission prices. The Pantheon theatre
has cut its admission charge from fifty to
thirty cents for evenings and from thirty
to twenty cents for afternoons.
At the Temple theatre, Eddie Zern,
manager, prices have been reduced to
thirty-five cents top.
$800 Damage in Fire
(Special to Exhibitors Herald)
LAFAYETTE, IND., June 23. — Films
caught fire in the projection booth of the
Lyric theatre and only the fireproof walls
of the booth prevented serious loss. The
damage amounted to $800. Patrons of the
theatre made an orderly exit.
42
EXHIBITORS HERALD
June 24, 1922
"Story Committee" Created to
Select Screen Material
Hudson Secretary of First National Body Comprised of
Williams, Rowland, Yearsley and Dexter
(Special to Exhibitors Herald)
NEW YORK, June 13. — An official body of five members, known as
the "story committee," has been created by Associated First National
to select suitable material for production by the companies and stars
distributing their product through the organization.
the idea being to confine their efforts
almost wholly to specified magazines and
book publishers.
Whenever a tale with screen possibili-
ties is discovered, it will be considered in
committee session, where every element
of the story will be discussed at length.
Every story will be subjected to a test
which includes audience appeal, logic,
dramatic qualities, comedy relief, box of-
fice drawing power, characterization and
pictorial potentialities. In keeping with
the announced First National policy of
"bigger and better pictures," the test will
be rigid and exhaustive.
When a story is found that proves
sufficiently meritorious to pass this test,
it will be sent to a First National pro-
ducer or star, with the recommendation
of the committee that it be purchased and
produced.
With the official O. K. of the story
committee, backed by the approval of the
executive committee, practically every
case will result in the production of the
story selected.
17 ARL J. HUDSON is secretary of the
committee, which is composed also
of J. D. Williams, Richard A. Rowland,
C. L. Yearsley and Bob Dexter.
This coordina-
tive service, ac-
cording to com-
pany officials,
does not imply
any deviation
from the policy
under which
First National
has operated. It
remains solely a
distributing or-
ganization, they
announce.
It is felt that
under this new
plan a more com-
prehensive sur-
vey of story material is possible. Orig-
inal manuscript from unsolicited and un-
known writers will not be considered.
Earl Hudson
MONEY MAI
IV hi c h Have Been i
Exhibitors to Build
By STANLEY C. WARRICK
<Fashion Beaux Arts, Palm Beach, Fla.)
The wise exhibitor today
knows that in his mailing list,
he has a powerful salesman —
a "radio" to his patrons, actual
and potential.
In these days when the
showman has to be a salesman
and sell pictures to his public
as well as show them, there is
no means of establishing and
maintaining contact and confi-
dence with the local theatre-
goer quite as intimate as the
mailing list. The mailed mes-
sage is more personal than the
newspaper advertisement. It is
more flexible, more human and
can be made more convincing.
And — best of all — the mail-
ing list is a form of advertising
that is within the reach of any
exhibitor, no matter how lim-
ited his means. Witness the
number of small-town show-
men who would no more be
without one than they would
'. I N G IDEAS
sed Successfully by
Up Their Patronage
dream of doing without a tele-
phone, a flivver, or a square
meal.
The list itself is of the ut-
most importance. It must be
accurate and complete. To
compile such is no small un-
dertaking. The average list is
apt to be the result of listless
effort. Mine is as perfect as
time and money can make it.
Divide the list into classes
or sets. It is not always prof-
itable to circularize the public
generally — when it might
prove profitable to mail cards
or other matter to some crowd
for whom your picture might
have an especial appeal.
Postcards give the least ex-
pensive and quickest action
but we mail out our weekly
programs, our monthly organ,
special letters, throwaways,
pamphlets, etc. No theatre is
too big- or too small to be with-
out a list.
EDITOR'S NOTE— Sec page 102 for the
Matt-mint o( Mrs. W. M. Kimbro, Green-
land theatre. Greensboro, Ga.. on how
"Money Making Idea," printed in this col-
umn recently, made money for her.
Kansas Meeting Will
Disclose Anti- Cohen
Faction Within State
(Special to Exhibitors Herald)
KANSAS CITY, MO., June 13.— The
meeting of the executive board of the M. P.
T. O. of Kansas at the Hotel Baltimore,
scheduled for last week, but postponed until
June 20, promises to bring to light the real
anti-Cohen faction in the Kansas organiza-
tion.
Rumors that the Kansas theatre owners
were contemplating a secession from the
national organization have been denied by
M. Van Praag, president. It is reported
from authentic sources, however, that there
is a strong opposition to Cohen, the strength
of which will be disclosed at the meeting,
which bids fair to rival any state conven-
tion in importance.
Methods of raising the national quota will
be adopted ; the appointment of the new
business manager will be confirmed and
the new system of operating the M. P. T. 0.
of Kansas outlined.
Wage Cut for Toledo
Musicians Looms as
Contract Nears End
(Special to Exhibitors Herald)
TOLEDO, O.. June 13.— Local mo-
tion picture, vaudeville and dramatic the-
atres are facing a possible lock-out of
musicians shortly, as the present contract
between the Toledo managers association
and the. Toledo Musicians' union will
soon expire.
While the Managers' association will
not take any official action until August
they admit that they will be unable to
pay the present range of wages in the
face of present conditions and will ask
the musicians to accept a cut of at least
from 15 to 20 per cent.
Charles S. Goulding
Arrives at Rochester
(Special to Exhibitors Herald)
ROCHESTER, N. Y., June 13.—
Charles H. Goulding, who resigned as
manager of the Proctor theatre, Sche-
nectady, to accept the management of
the new Eastern theatre, Rochester's
new motion picture and concert enter-
prise, has arrived in Rochester with
Mrs. Goulding and taken up his perma-
nent residence here. Mr. Goulding has
opened temporary offices in the new
building and is engaged in selecting the
personnel of his organization, prepara-
tory to the opening of the theatre in
September.
"U" Manager Reports
Conditions Favorable
(Special to Exhibitors Herald)
DES MOINES, IA„ June 13.— Indica-
tion are favorable for a prosperous sum-
mer is the report of F. L. Davie, newly
appointed manager of the Des Moines
Universal Fxchange, who is making a tour
of the territory.
Mr. Davie is also rearranging the office
force of the exchange, making promotions
and additions, in preparation for the
already increasing business.
Little Leaves Clunes
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— Otto Lit-
tle has resigned as manager of Clunes
studio.
?<STUDIO
lb y Martin J. Quicjley
IIKTIIKR the future of this industry is to l>e written in terms of
* * triumph or in terms of disaster remains to be decided within the con-
fines of motion picture studios.
Within the studios — and nowhere else — lies the power and the oppor-
tunity to make this industry greater and still greater. If this is not ac-
complished. then the studios must he held accountable for dissipating a
vast power, wasting a golden opportunity and, as a result, reducing this
great industry from its merited position of eminence to the ignoble rank
of artistic and commercial failure.
This. then, is the responsibility of the studio and, like all other great
responsibilities, the reward for success is strictly proportionate to the
blame for failure.
HE studio is the creative mainspring of the industry. Unless the
>tudio succeeds, all other factors of the business must fail. Unless the
studio is alert, enterprising and far- visioned. there is hope for no one.
Unless the studio is able to create an instrument of entertainment which
appeals to the head and the heart of the public, the personnel of the vast
sales organization that exists to sell the product of the studios become
mere peddlers of what no one wants, obtaining for their efforts nothing
but the derision of an outraged public opinion.
It is easy to under-estimate, but difficult to oAer-state, just how de-
pendent this business, in all its ramifications, is upon what goes on day by
day under the studio fights: In the production of this product with
u hich we are all concerned there are practically no standards to be guided
by and few precedents to follow. Motion pictures cannot be made ac-
cording to patterns and specifications. There are practically no rules.
What has been done — yesterday, last year or ten years ago — may or may
not mean anything at all.
In the final analysis the case becomes entirely a matter of the human
element with the presence of — or the absence of — intelligence, industry,
judgment and dramatic ability.
This brings into view what is actually the great production problem
of today and it is the very thing which will continue always as the great
production problem. The human element is the indispensable factor in
motion picture production, yet it is the factor that now creates and shall
continue to create the uncertainty as to the outcome.
•* * *
T T is a plain ease of utter dependency upon the free and conscientious
fulfillment of the trust that is placed in the makers of pictures.
If the appeal of this trust is neglected, the most heroic efforts on the part
of every other factor in the business cannot keep the industry from grad-
ually, but inevitably, slipping into the channel of despair which will carry
it out to the sea of disaster.
But the trust has not been ignored and it shall not be ignored!
The makers of motion pictures have given America the first art in
which it has excelled the world. The American studio, despite the short
span of years during which it has been in existence, has already accumu-
lated a wealth of inspiring tradition, tinder its careful tutelage the
screen art has emerged from an inauspicious beginning and has attained
a position in which it commands and merits the attention of an audience
more vast than has ever been attracted by any other medium in the history
of the world.
However inspiring the record of achievement of the motion picture is,
it must, nevertheless, be recognized as reporting merely the initial period
of schooling, out of which will be produced a treasury of screen entertain-
ment that will be legitimately comparable with the highest types of
creative effort that mankind has inherited from past centuries.
In order that this goal may be speedily attained we urge all who are
identified with production to strive mightily for its accomplishment with
thorough confidence that it can be and will be attained.
"Past Accomplishments Have Been Great;
Greater Still, Of Course, Is The Future" —
WILL H. HAYS
ft
4<
Motion Picture Producers &■ Distributors of America, Inc.
522 Fifth Avenue
New York. City
June 12, 1922
WILL H. MAYS
PRESIDENT
TELEPHONE
VAN DER8ILT 2110
Dear Mr. Quigley:
The motion picture is essentially, of course, a source of amusement
and is the sole amusement of millions and millions; as such its importance
is measured only by the imperative necessity of entertainment for our people.
But just as your newspaper is a mechanism for the distribution of
intelligence so is the motion picture, and when we compare the progress of
the two we really marvel at what has already been accomplished in the motion
picture field. The newspaper has arrived at its- present position of stabil-
ity as the fruit of six oenturles of development, while the motion picture
has made its progress in the incredibly brief space of twenty years.
Toward those men who pioneered. in this industry, who had the vision,
initiative, industry and nerve, if you will, to have^ made it what it is in
twenty years, we hold a deep sense of gratitude. And new J. wonder if you
realize Just what it means for the general good for thfese same men to unite
and make it their chief business to do everything in their power "to attain
and maintain the highest possible moral and artistic standards of motion
pictures. "
I know the American public and ~I know that it. will support these
men in their effort for better and cleaner pictures. Past accomplishments
have been great; greater still, of course, is the future.
As we move toward the consummation of the objects of the Association,
just in like degree will recede the demand which seems more or less preva-
lent for censorship. The American public is against censorship fundamentally,
against censorship of press, of pulpit, and of pictures. The problem of
censorship which is being faced now by pictures was faced by the press and
settled, and settled right, so far as the American law was concerned, in one
of those prolonged and bitter contests for the unrestricted freedom of ex-
pression more than two centuries ago. The demand for, censorship will pass
when the reason for the demand for censorship is removed.
We earnestly ask the aid and cooperation of the public - and to the
end that we may develop constructive ways and means for the effective appli-
cation of what must be in all thinking people a sympathetic inierest in the
success of the Association's purposes.
Sincerely yours,
Mr. Martin J. Quigley, , ?
Publisher and Editor, 3o7s „ jU^Zz^aa*/
Exhibitors Herald, ^^^SW*^
Chicago v * (J
(Photo of Mr. Hays copyright by Harrisb" Euring)
44
EXHIBITORS HERALD
June 24, 1922
Studios — East and West
In These Plants Originate Many of
the More Than 700 Pictures Which
Reach Theatres of Country Annually
Beautiful administration building at studios of Louis B.
Mayer
Where many Cosmopolitan pictures are produced for Paramount
Front view of the large plant of R-C Pictures on West Coast Bird's-eye view of mammoth plant where Cldwyn produces
June 24, 1922
EXHIBITORS HERALD
45
Increased Activity on
Coast Is Omen of Prosperity
Studio Review by HARRY HAMMOND BE ALL, "Herald" Representative
LOS ANGELES, June 13.— Produc-
tion activities show a conservative
but substantial increase for the first
half of 1922, and there is a more hope-
ful tone to be heard in and around the
studios and in statements of film exec-
utives.
Famous Players-Lasky Corporation
and Universal continue to be the most
energetic and consistent producers, each
company having numerous units under
way and additional units in prospect.
San Francisco by no means diminished
its endeavors to make the Bay City a
producing center. At the Belasco studios
one company is at work under the direc-
tion of F. H. MacQuarrie on a series of
comedy dramas. Bruce Carter Produc-
tions is another San Francisco company,
in active opera-
tion, this studio
confining itself for
the time being to
comedy newsettes.
Out at San Mateo,
a suburb of San
Francisco, James
H o r n e, a well
known Los An-
geles director, is
starting on "A
Modern Ma-
donna," a drama
which will feature
Milton Sills. This
picture will be
made by Graf
Productions, Inc.
* * *
C* E N T R A L
California, too,
has its eye on pro-
ducing companies
and Bakersfield al-
ready has captured
one, the Harter-
Wall Productions
where two units
are now at work.
L. E. Wall is di-
recting two reel
comedies featuring
Very Glynn and
M. M c E 1 r o y is
making one-reel ed-
ucational pictures
with "Jim" Baker.
In the far North-
west, at Spokane,
Wash., Nell Ship-
man and her com-
pany are at work on another story of
Alaska in which Miss Shipman will be
starred under the direction of Bert Van
Tuyle.
* * *
( J NE of the most important cinema
^-^ transactions of the year was the tak-
ing over of the Robert Brunton interests
in the Brunton Studios by M. C. Levee
and a group of associates, and the re-
naming of it the United Studios.
Mary Pickford and Douglas Fairbanks
moved into a "new home," buying from
Jesse D. Hampton, the Hampton studio
on Santa Monica Boulevard. Extensive
improvements are being made.
Another constructive addition to the
film realm was the building of the Stan-
dard Laboratory, in Seward street near
Romaine, Hollywood. This added indus-
try is headed by S. M. Tompkins, former
laboratory superintendent at Universal,
and John Nicholaus, formerly laboratory
expert at Universal, Triangle and Lasky's.
Vitagraph provided a separate and mod-
ern studio for Larry Semon.
Additional buildings were constructed
at the rapidly growing Hal Roach plant at
Culver City.
The Robertson-Cole studio definitely
took its place as a cooperative plant with
the taking over of the Robertson inter-
est by P. A. Powers, for a long time
treasurer for Universal in New York
City. Among the companies now at work
at the R-C studio are Harry Carey, Doris
May, May Carroll unit which make a
BIRDSEYE VIEW OF THE R-C STUDIOS on the West Coast. Many companies
are active at present at this plant.
series of pictures featuring Helen Jerome
Eddy and Mr. and Mrs. Carter DeHaven.
At Culver City the Pacific studios has
in operation a modern plant and several
companies are actively at work. A dis-
tinct artistic effort in the building of
studios is reflected in the new plant just
finished by Cosmoart of which John E.
Bowen is president. This company re-
cently took over the interest of Benjamin,
B. Hampton in Federal Photoplays and
other units in which Mr. Hampton was
interested.
* * *
A FTER being closed for a considerable
period the beautiful studio of Amer-
ican Film Company at Santa Barbara has
been opened by Victor Schertzinger, who
is making a series of special productions.
Universal seems detei mined to go after
big things, and one of its most important
releases for possibly the fall season will
be a Jewel-Special production of the.fam-
ous novel, "Ivanhoe." Scenes of the
story are laid in Scotland, England and
on the Continent. In order to obtain the
correct atmosphere the Universal officials
started Edward Laemmle, the director.
Charles Stumar, the cinematographer, and
several of the more important players for
Europe this week. Interior scenes will
be made at Universal City on the return
of the director.
Metro has resumed production. Vi-
ola Dana is working on "Page Tim
O'Brien," a magazine story by John
Moroso, with continuity by Jack Hawkes.
Harry Beaumont,
previously a direc-
tor for Miss Dana
is in charge of the
production. Billy
Dove, the n e w
Metro star, is to
begin immediately
on ''Country
Love," by Hurl-
bert Footner, scen-
ario by Edith
Kennedy. Emile
Chautard, recently
Pauline Frederick's
director, will direct.
Rex Ingram is
still working on
"Black Orchids,"
Clara Kimball
Young, has just
completed "T h e
Hands of Nara" at
her own studio in
Edendale, the pro-
duction to be re-
leased through
Metro. Harry
Gar son directed.
Fred Niblo is to
start within the
month on his first
special production,
sponsored by Louis
B. Mayer and
which Metro will
distribute. Mary
O'Hara is now at
work on the con-
tinuity of "Peg of
My Hear t," the
Hartley Manners
play in which Laurette Taylor will be
starred under the direction of King Vi-
dor. Production is scheduled to com-
mence July 10.
Another spectacular production for
Universal will be "The Kentucky Derby,"
which King Baggot is now directing,
scenes for which were made during the
running of the derby in Kentucky re-
cently. This picture will include in its
cast Reginald Denny, star of "The
Leather Pusher" series; Lillian Rich, Ger-
trude Astor and Lionel Belmore.
Announcement was made by John J.
Jasper, general manager of the Hollywood
studios that two new companies have
{Continued on page 68)
46
EXHIBITORS HERALD
June 24, 1922
The Evolution of a Picture
Views on This Page Illustrate But a
Few of the Many Processes Through
Which a Film Passes in Production
PRINTING— Rothacker laboratory in Chicago where prints arc made on many big
features
EXPLOITATION — Mammoth re-
production of newspaper exploits
Jackie Coogan's "Trouble" on
Broadway.
June 24, 1922
EXHIBITORS HERALD
47
Work Planned Will Tax Capacity
of Eastern Studios
Men Controlling Destinies of the Producing End of Film Industry
Realize That Period of Business Depression Has Passed Away and
That Normal Conditions or Better Are on the Immediate Horizon
By JOHN S. SPARGO
(New York Editor, Exhibitors Herald)
NEW YORK, June 13— With the re-
opening last week of Paramount's
Long Island City studios after a
period of inactivity covering nearly a
year, practically every studio in the East
is in operation. The many productions
now under way, or planned for the near
future, are but further evidence that the
men controlling the destinies of the pro-
ducing end of the film industry realize
that the period of business depression
has passed away and that normal condi-
tions, or better, are on the immediate
horizon.
For the present, but one company,
headed by Alice Brady, is at work at the
big Paramount plant, but it is known that
plans have been made which will soon
tax the capacity of the studios to the ut-
most. The company now at work is
under the direction of Joseph Henabery
and is making a big feature production
under the title
"Missing Millions."
M r. Henabery
arrived last week,
having brought
with him from
Hollywood his en-
. tire producing unit,
including Albert
Shelby LeVino,
scenario writ e r.
E. C. King is act-
ing in the capacity
of studio manager,
and under instruc-
tions from Adolph
Zukor, he has built
up an organization
adequate not only
to the present pro-
duction needs, but
providing for the
expected largely
increased activities.
Many of Para-
mount's finest pro-
ductions of the past
two or three years
have been made at „
this studio, the last one being "Forever,
at the completion of which the plant was
closed until last week. Among the other
features produced at the Long Island City
studios were "The Right to Love," "Idols
of Clay," "Paying the Piper," "Experi-
ence," "The Kentuckians," "Sentimental
Tommy," "Footlights," and many others.
* * *
International Studios
Under Full Blast
Cosmopolitan Productions are working
under full steam at the International
studios, and also at the Jackson studio in
the Bronx, which they have under lease.
The following productions are either be-
ing made or are about to be made by
Cosmopolitan: „
"When Knighthood was in Flower,
directed by Robert G. Vignola.
"The Valley of Silent Men," directed
by Frank Borzage.
"The Face in the Fog," directed by
Alan Crosland.
These pictures will be followed by "The
Pride of Palomar," "Enemies of Women"
and "Little Old New York."
"When Knighthood was in Flower"
stars Marion Davies. It will be shown
in eleven reels and is expected to startle
the film world by the size and promi-
nence of the cast, as well as the magni-
ficence of its scenes. All the sets were
made under the direction of Joseph Urban
and they surpass anything that Mr. Ur-
ban has done in the past.
There are one or two scenes yet to be
made in this production, all of horsemen
and one of a tilting tournament in which
special padded suits of armour that have
been imported from Europe will be used.
Director Vignola and Chief Cutter Edgar
Adams are busy cutting the big special
now.
PARAMOUNT'S LONG ISLAND STUDIO which again is the scene of production
activity, the plant having been opened last week.
Frank Borzage and his "Valley of
Silent Men" company, the cast of which
includes many prominent names, recently
returned from Banff, Canada, where they
made the outdoor snow scenes of the pro-
duction. They are now working in New
York at the International and the Jack-
son studios.
The cast for "The Face in the Fog"
has not been decided on by Mike Con-
nolly, casting director, and Alan Cros-
land, who will direct the picture. Jack
Boyle, author of the story, John Lynch,
who is doing the scenario, and Director
Crosland are working on the continuity.
The casting will begin this week. "The
Face in the Fog" is one of the famous
"Boston Blackie" stories and is a crook
melodrama. Alma Rubens will play the
leading role.
Marion Davies' next picture probably
will be "Little Old New York," and work
on this will begin immediately after
"When Knighthood was in Flower" is
finished.
* * *
Big Features Planned
For Fox Studios
Even during the recent business de-
pression the studios of Fox Film Corpor-
ation have never shown any signs of
idleness, and in addition to big pictures
just completed, and now being made, a
number of large productions are planned
for the near future.
Harry Millarde, having finished the
direction of "My Friend the Devil," with
Charles Richmond and Barbara Castle-
ton in the leading roles, is now in Eng-
land with Chief Cameraman Joe Ruten-
berg and a large camera force, taking
scenes in Kent and other picturesque
parts of England for a picturization of
the famous novel "If Winter Comes."
They will be gone
about two months,
and the finishing
touches will be
given the picture at
the Fox studios in
New York.
William Farnum,
who is making
"The Miracle
Child," leaves this
week with his com-
pany for the Adi-
rondocks, where
many of the ex-
teriors will be
taken. It is ex-
pected the picture
will be finished in
about three weeks.
Work will begin
sho-tly with Mary
Carr in what is ex-
pected to be one of
the biggest pro-
ductions yet turned
out at the Fox
studio. The story
has been elected
in readiness to go
ahead, but the title of the picture has not
yet been made public.
Emmett J. Flynn, who has been in
Europe on a vacation, is expected back
in about three weeks and will make a
feature picture in the Fox studios here
before returning to the west coast.
Ingram to Make Big
Picture in New York
Within the next two weeks Metro will
begin work on one of the biggest pro-
ductions it has yet made, and one that is
expected to compare favorably with "The
Four Horsemen" in magnitude and splen-
dor. This is a picturization of Victor
Hugo's "Toilers of the Sea," and will be
directed by Rex Ingram, who is now on
(Continued on page 7t)
and everything is
48
EXHIBITORS HERALD
June 24, 1922
Off the Lot With Studio Folk
Katherine MacDonald, First National star, enjoys the bridle path during leisure Jackie Coogan finds it necessary to get a hair-
hours cut — now and then
Mac Bunch and Richard Dix »ee Lon- Hours don't drag for Baby Peggy, Lila Lee, Paramount player, at home
don when not filming "The Chris- Century star, when she's not with her dolls. She is one of com-
tinn" for Goldwyn. on the lot. pany's popular stock players.
Tune 24, 1922
EXHIBITORS HERALD
49
Exhibitors Speak — Producers Listen
Pictures Improve
"What the Picture Did for Me" and "The Box Office Record" Carry Voice of
Theatre Man to Ear of Picture Maker — Contributors Encompass Elimination
of Weakness and Perpetuate Strength— Growth Reflects Value of "Herald" Plan
By WILLIAM R. WEAVER
Oral drama isn't doing well.
Vaudeville, pickpocket of the entertainments, blunders
drunkenly through a slack season.
Circus, carnival, Chautauqua, the tented
itinerants, go into operation warily and with
ear to ground.
None of these have access to a source of
market information in any way comparable to
this paper's "What the Picture Did For Mc"
and its robust offspring, "The Box Office
Record."
None of these know, as picture maker-
know, "what to give 'em."
Picture business is getting better.
There is a definite connection.
Philip Rand
This "what to give 'em" is quite the most j. c. Jenkins
important bit of knowledge in this business.
It keeps producers and their staff members awake
of nights — making them fortune's if they are
correct in their deductions. It inflicts an iden-
tically benign insomnia upon exhibitors. The one-
sided conversation in which tbey compare notes
and arrive at mutually satisfactory plans for the
future takes place in Herald pages.
It is an open council, this discussion of mar-
ket demands, and in it the voices of great and
small carry equal weight. There is no steam
roller, no lobbying or log rolling, no politics. The
meeting convenes; each delegate expresses him-
self in full and with complete audience; order
reigns throughout and immediate return to con-
structive work is made.
Results follow.
J. C. Jenkins mentions the fine scenery in
"Wolves of the North." Many book the picture
to examine it for this content, find it good, report
the fact, more book it— the picture makes much
money for many showmen and pays a goodly
dividend to its producer. There is an immediate
rush to produce pictures involving this type of
scenery.
Philip Rand decries an over supply of so-
ciety plays with little or no story. Others echo
his sentiment. The percentage of society plays
published drops sharply almost over night.
* * *
Fred S. Mever, E. E. Sprague, Juan Carbo-
nell, R. R. Gribble, Charles Ryan, Adolph Kohn,
Ross Riley, Tack Cairns. William H. Creal.
Joseph Spangfer, Mrs. W. H. Heifer. Mrs. \\
M. Kimbro, Mrs. Sudie I. Haney (the list is end-
less), theatre men and women in every nook and
corner of the continent, take the classic "pulse of
the public" and report findings religiously.
Production executives, directors, casting di-
rectors, script writers, studio folk from props to ^ E. sPra«ue
f
Fred S. Meyer
principal, check past success and failure and proceed ac-
cordingly. That which has missed fire is abandoned. The
good is preserved. Pictures improve.
Summer comes on.
Exhibitors require certain types of pic-
tures to hold patronage against the appeal of
outdoors. Months before, men who outline
publication programs have referred to care-
fully kept files of 1921 reports and planned
accordingly. Their Summer publications are
really Summer pictures. They help ex-
hibitors.
* * *
So it goes.
Whatever the market condition, what-
ever department of production is concerned,
the executive in charge is in full possession of
reliable data governing a parallel exigency. He
knows what to do, what to make. It is his busi-
ness to know also the all-important "how."
All grant that pictures are better. All in in-
timate touch with production or exhibition know
that this Herald service has done much toward
making them so.
And "Herald service" tells it all. This pa-
per's function in this regard begins and ends
with the transmission of the American exhibitor's
message. Actual credit for the incalculable bene-
fits derived is due exclusively to Herald readers
— the nation's showmen.
* * *
Necessity for maintaining the elaborate type
of filing system in common use was eliminated
with the inauguration of "The Box Office Rec-
ord," in essence a composite presentation of
the exhibitor appraisals printed in "What The
Pictures Did For Me" columns. Its reception,
expressed in scores of communications published
in Herald pages, is indicative of the valuation
placed upon this branch of service by all in this
industry. (Perhaps the most striking proof of
its popularity as a business index is seen in the
daily receipt of exhibitor letters reporting theft
of the book by visiting salesmen. This is quite
without parallel in publication history.)
In effect, contributors to this book through
its parental department make up a business body
dedicated to the betterment of theatre box office
and studio output. Safe from internal strife and
external influence, national in membership, single
in purpose, this organization attains its ends, ac-
complishes results, swiftly and without ostenta-
tion.
Exhibitors speak. Producers listen. Pic-
tures improve. That is as it should be.
50
EXHIBITORS HERALD
I une 24, 1922
Hollywood — Home of the Stars
Beautiful home of Raoul Walsh, producer of "Kindred of the
Dust" for First National. Mrs. Walsh, a star in her own
right, is known to theatregoers as Miriam Cooper.
Ben Turpin, one of Mack Sennett's stars appearing in First
National comedies, with Mrs. Turpin at their Hollywood
home.
published through courtesy of Photoplay Magazine.
Bird's-eye view of Hollywood, Cal., in the environs of which are located a majority of
the industry's great studios.
Jackie Coogan, "the million dollar kid," whose latest picture
is "Trouble,** and the picturesque place he calls home. He
is now making "Oliver Twist.**
Buster and Natalie Keaton in front of their West Coast home.
The comedian's current film for First National is "My Wife's
Relations.'*
Tune 24, 1922 EXHIBITORS HERALD
■ ■■■■■■■■■■■■■■■■■■■■■■■■i ■■ ■■■■■■■■■■■■■■■■■■■■■■i
Here and There
Around the Studios
— By J. R. M —
51
1922
Write it Big! 'Cause why? 'Cause
it has seen many big things accomplished.
* * *
Didn't the picture industry grab Will
Hays from comparative obscurity in that
post-office job and advertise him to 20.-
000,000 fans.
* * *
And what did Will do? Right away
he started to regulate the industry' by
posting notices in the studios telling the
stars what they could eat and drink
(particularly drink) and when they should
go to bed. And right away you noticed
an improvement in the films.
Seek Quiet ' Over There"
Things are so stirred up a lot of the
big chiefs of the industry have to go to
Europe to find a quiet place to think.
They go over there to look over the
situation over here.
» * •
One News reel editor lost his job in
1922. He made the grave error of run-
ning a photo of a famous opera singer
sailing for Europe ahead of his boss'
picture, in the Weekly News film.
* * »
There are not many directors who
could make a film out of the old Satur-
day night bath joke, but DeMille did it.
Now we can look for one based on that
classic, "Why does a chicken cross the
street?"
* * »
Had 'Em Guessing
Sir Conan Doyle had a lot of fun
"spoofing" those magicians in New York
the other day, with a film made by Wat-
terson Rothacker, showing pre-historic
animals performing seemingly impossible
stunts. But then, Sir Conan doesn't
know what we can do in Chicago, and
neither do those sleight-of-hand artists,
or they wouldn't have been so mystified.
Old Bill Hart is r'aring again. This
time he's after the ministers. It seems
they objected to his picturing one of
their number as a hold-up artist.^even in
a good cause, in "Travelin' On." And
now Bill wants them to listen to reason.
Well, between you and me, I wouldn't
argue too much with Bill. Not when
he's got his shootin' irons all primed.
* * *
She Doesn't Know the Half of It
Margot Asquith says Americans lack
culture. She detected it while riding
across country on a railroad train. Mar-
got never saw a picture star, with his
make-up up, perform in a cafeteria.
That's where you get culture.
Same Thrill
We were thrilled by these head-lines
in the trade papers last year:
"Actress spends $1,000 on wardrobe."
"Max Linder to make comedies."
"Independent company to make ten big
specials."
"Four combinations rumored."
"Scandinavian rights to feature sold."
Statistics
There are 50.000 people em-
ployed in the picture industry.
Over $500,000,000 is invested
in the industry.
20,000,000 persons go to pic-
ture shows every day. $800.-
000,000 paid admissions jingle
in the tilL
More than 669 villains "bit
the dust" in pictures last year.
Of these 67 were Chinks, 186
were Mexicans. 29 Swedes, 185
Germans, 42 Frenchmen, and
160 with dusky skins dressed
n B.V.D.'s.
mm
■
Valentino got 100,000 letters
from fans, commencing with
the sentence "I seen you in
pitchers. Please send me your
photograph."
Over ten thousand newspa-
per film critics picked the ten
best pictures of the year but
no two lists were alike.
More than four hundred
ragged shirts and fringed
trousers were used to drape
heroes in for desert island res-
cues.
Ten trained trade paper ad.
men were killed in the rush on
a new producing concern's of-
fice which opened on Seventh
avenue. New York.
Twenty millions "fans"
passed resolutions commend-
ing the company that put the
art director, assistant camera-
man, wardrobe mistress,
plumber, electrician and water
boy at the end of the picture,
instead of in the first title.
Those Comedy Guns
The fellow who invented a revolver
that would shoot 1.000 shots a minute,
found he couldn't interest the comedy
producers in it. The implements they've
been using had that record beat long ago.
* * *
"What's it For?"
They ought to arrest a judge that gives
a motion picture star an interlocutory'
divorce. They don't know what the
darn thing means.
* * *
Something New
We have heard vague rumors that
someone is going to make a picture this
summer with a district attorney in it, as
the hero, and another company is con-
templating a new film which has a
Northwest Mounted policeman as the
hero. There's two good ideas.
No More Launchings
The government's decision to scrap
the navy was a hard blow to the News
Weeklies. It's surprising what a lot of
ocean you can get in 500 feet of film
when you go after it.
The district attorney was one of the
author's best bets until the N. W. mount-
ed was invented by Curwood. Now the
"mounties" are forging ahead of the dis-
trict attorneys.
* * *
Tamar's Hearing Things
Tamar Lane said he heard there was a
fellow up in Maine who had invented a
new plot for photoplays, but upon in-
vestigation it was found the report was
greatlv exaggerated.
• * » *
Static Fixed Them
Just about the time that new hero —
Radio — loomed up big in the offing, and
threatened to put an awful dent in the
picture game, old Summer Static came
along and put most of the amateur Mar-
coni's out of business. So they're all
back in their old seats at the show
around the corner.
More Predictions
We made a few predictions, based on
our years of experience, last year, such
as there would be a raft of super-produc-
tions and quite a few stars would form
their own companies, and strange to say
everyone of 'em came true. Notwith-
standing the humid weather we are again
going to predict a few of the big things
that will happen this fall and winter.
Several stars will form their own com-
panies.
Several producers will endeavor to find
a market for their output.
Several sheriffs will grab several cans
of films.
Several companies will close up shop.
* * *
Tony's O. K.
We saved one woman's life last week.
She said she heard Tony Moreno had
been murdered and she'd die of a broken
heart if it was so. We hastened to
assure her we had it from Tony's own
lips that he had never been murdered nor
52
EXHIBITORS HERALD
June 24, 1922
SHOOTING industrial picture at the studio of the Rothacker Film Manufacturing
Company in Chicago.
Chicago Studio Activity
Is Now Confined to Industrials
By Albert E. Parker
(Publicity Director for Rothacker Film Manufacturing Company)
did not contemplate picking a fight with
any murder gang.
* * *
Pity the Poor P. A.
Some of these stars ought to be called
down for cruelty to press agents. There's
Gloria Swanson for instance, who, when
accosted in Chicago the other day, look-
ing very Swansonesque, denied she was
the Paramount star. But her eleven
trunks of Paris gowns gave her away.
What a chance for publicity, utterly
wasted.
* * *
Another Case
And even some of our directors are
lax in this respect. Recently we heard
of a case where a press agent had ar-
ranged a wedding to take place on top of
a New York theatre and got a lot of
publicity on it, too, and the thoughtless
director went and got married in Chi-
Speaking of Sheiks
We had quite a run on Sheiks, didn't
we? The home grown product looked a
lot better than some of those foreign
boys, who played right in the Sheik's
own backyard.
* * *
The producers are crooning:
Mr. Hays will get yuh
if you
Don't
Watch
Out!"
to the naughty boys and girls of the
screen who fall off the wagon and don't
watch their step.
* * *
See where the Japs are "duping" "Way
Down East" and "The Three Muske-
teers." Well, they know how to pick
'em when they make up their minds
they need a couple of features.
* * *
Has His Hands Full
Henry Kolker is going to direct Madge
Kennedy, according to latest reports.
Wonder if he can make her hands be-
have. We hope so.
* * *
The best joke of the year was the one
Herb Howe told on Charlie Chaplin in
one of the Brewster publications. It
seems Chaplin saw Elinor Glyn's first
screen-play, "The Great Moment," in
which the big dramatic moment pictures
Milton Sills saving Gloria Swanson's life
by sucking the blood from a snake bite.
He is afterwards forced to marry her by
her irate father, which brought forth this
comment from Chaplin: "Why didn't he
make her marry the snake, he bit her
first."
Buys Famous Works
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— "Thelma"
and "Rock of Ages" literary classics have
been acquired by Chester Bennett to film
for Robertson-Cole.
Williams Returns' East
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— J. D. Wil-
liams, general manager of First National
has left for New York after conferences
with First National producers here.
Opens Radio Station
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— The Cali-
fornia theatre has opened its giant broad-
casting station, tuned to 510 meters. Col-
leen Moore presided at the dedication.
STUDIO activity in Chicago, once the
producing capital of the world, is to-
day restricted largely to practical picture
production. Every now and then the
rumor makes the rounds that George
Spoor will have the lights burning in the
Essanay studio again "in about two
months," but the Argyle lot is still dark.
The largest working studio in Chicago
is Watterson R. Rothaker's which is
located on Diversey Parkway, a short
walk west of Lake Michigan. While
this studio is devoted primarily to the
productions of the Rothacker practical
picture division, from time to time
amusement film stars avail themselves
of its facilities when working in the
Middle West. On one occasion recently
two six-reel amusement photoplays were
under production there at the same time.
This studio is credited with having
one of the most up-to-date lighting ar-
rangements in the country. Its carpen-
ter shop and scenic studio offer ample
facilities for building elaborate and artis-
tic sets. Producers may avail them-
selves of Rothacker directors and cam-
eramen, or, in the event they bring their
own, the studio staff renders every as-
sistance possible. Other features of this
studio's service are animated drawings, art
titles and film hand coloring for special
effects.
Some of the most pretentious practi-
cal pictures ever produced were made in
the Rothacker studio. On the day the
Studio Number of Exhibitors Herald
went to press a Fairyland scene was be-
ing shot, the set for which alone cost
more than the total expense of the aver-
age practical picture. Early this spring
there was completed in this studio a six-
reel practical picture which was as ex-
pensive as many of the feature films seen
in the theatres.
PICTURE in production at the Rothacker laboratory in Chicago.
13 P
m JS
too I
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i
54
EXHIBITORS HERALD
June 24, 1922
THEY ARE HERE
JOSEPH M. SCHENCK
Norma Talmadge
Constance Talmadge
JACKIE COOGAN PRODUCTIONS
NAZIMOVA PRODUCTIONS
ALLEN HOLUBAR, HOLUBAR PIC-
TURES
Dorothy Phillips
RICHARD WALTON TULLY
Guy Bates Post
RUTH ROLAND
LEWIS J. SELZNICK
Elaine Hammerstein
Owen Moore
Special Units
J. L. FROTHINGHAM
HAMILTON-WHITE COMEDIES
Lloyd Hamilton Specials
Jack White-Mermaids
RODEO COMEDIES
FRED HIBBARD COMEDIES
BECAUSE
UNITED STUDIOS is the largest
and best-equipped rental studio in the
World—
A producer leasing space at UNITED
is automatically protected against
waste and lost motion —
"UNITED SERVICE" assures
SPEED, QUALITY and ECON-
OMY, and that's why YOU should
be here!
United Studios, inc.
M. C. LEVEE
President
LOS ANGELES
June 24, 1922
EXHIBITORS HERALD
55
56
EXHIBITORS HERALD
June 24, 1922
NEILAN
June 24, 1922
EXHIBITORS HERALD
57
HOPE HAMPTON
in "The Light in the Dark,
By W llliam Dudley Pelley,
With Lon Chaney. E. K. Lincoln, and an all-star cast, directed by Clarence L. Brown:
A First National Attraction. Scheduled for early tall release.
58
EXHIBITORS HERALD
June 24, 192
Extra Effort
is a characteristic that
stamps every production
directed by
VIGNOLA
That is one of the many
reasons why Vignola-
made pictures have been
such unusual box-office
successes.
To enumerate a few:
"BEAUTY'S WORTH"
"ENCHANTMENT"
"THE WOMAN GOD CHANGED"
"STRAIGHT IS THE WAY"
"THE PASSIONATE PILGRIM"
"THE WORLD AND HIS WIFE"
Also Director of
"When Knighthood
Was In Flower"
A Ten Reel Cosmopolitan' Production
Starring MARION DA VIES
ROBERT G. VIGNOLA
4
fune 24. 1922
EXHIBITORS HERALD
59
"KATHERINE MacDONALD IS THE MOST BEAUTIFUL WOMAN
IN THE WORLD"— Antoinette Donnelly, the Famous Beauty Expert of
The Chicago Tribune and The New York News.
& MM
l»3
B.P.SCHULBERG
Invites the attention of the
Leading Motion Picture Ex-
hibitors, everywhere, to
PREFERRED
I PICTURES
New Series of Brilliant Pro-
ductions, with the world's
most beautiful woman, and
the screen's most dignified
star.
KATHERINE
MacDONALD
Current
Releases
THE BEAUTIFUL LIAR
THE WOMAN'S SIDE
THE INFIDEL
DOMESTIC R E L A T ip^NjS
HEROES and HUSBANDS
THE WOMAN CONQUERS
WHITE SHOULDERS
MONEY, MONEY, MONEY
Future
Releases
ASSOCIATED FIRST NATIONAL ATTRACTIONS
60
EXHIBITORS HERALD
June 24, 1922
DOROTHY MACKAILL
who played opposite Wyndham Sta nding in
the "Isle of Doubt is now playing the lead in
The Jelly Fished irected by Hamilton Smith
of the Syracuse Motion Pictures Company.
FRANK J. BATES
259 W. 45th St. New York City
THE MAKER
OF FACES
FRANK LOSEE
J. D. Williams of Associated First National Pictures thus
named this famous little star of the silver sheet ■
Ever since Mr. Charles Chaplin injected Jackie's natural
talents and beautiful personality in "The Kid" the fame of this
wonder boy has increased at meteoric pace.
"Peck's Bad Boy" starring Jackie Coogan gave a new light
on box office records. .
"My Boy" starring Jackie Coogan did likewise.
"Trouble" is doing the same thing right now.
"Oliver Twist" when released promises to be one of the film
masterpieces that will forever live in cinema history.
Another feature production soon will be made in which
Jackie stars. This will be an original story — the creation of
Jack Coogan. senior, which promises to take its stand high up
with all of Jackie's past endeavors
Jackie Coogan's productions are made under the personal
supervision of Jack Coogan, senior, and are presented to the
world by Sol Lesser who not only acts in the capacity of
offering this famous starlet to film lovers, but who is in almost
daily consultation with Mr. Coogan, the staff officials and
directors of the Coogan productions
The task of financing these feature productions is accomp-
lished through such financial wizards as Adolph_Ramish, A. L.
and M. Gore and Sol Lesser
fesJ.D. Williams is right
\Jackk Qsogan is an Institution.
62
EXHIBITORS -HERALD
June 24, 1922
ALFRED E. GREEN
DIRECTOR
Recent Productions
COME ON OVER
with
Colleen Moore
For Goldwyn
THE BACHELOR DADDY
Starring
Thomas Meighan
OUR LEADING CITIZEN
Starring
Thomas Meighan
A George Ade story written
especially for the screen
Now in Production
THE GHOST BREAKER
Starring
Wallace Reid
For F. P-L.
Other Releases
Mary PickforcTs
THROUGH THE BACK DOOR
and
LITTLE LORD FAUNTLEROY
June 24. 1922 EXHIBITORS HERALD 63
THE SERIAL KING AND HIS LEADING LADY
"Just completed
Capt. Kidd, Jr.
i b neve
is the best of
the many serials
I rave made".
— Eddie Polo
Eddie Polo is now
on a three weeks
vacation in Europe,
and will start
another big serial
immediately upon
his return.
KATHLEEN MYERS
64
KXHIBITORS HERALD
June 24, 1922
A fellow came in the other day and said:
"With a magnificent plant like this you should do some foxy advertising — something
Mebbe so, I agreed, and started paging John M. Nickolaus around the plant.
"He's in the darkroom with that last batch of Lasky negative," reported the girl.
The man who wanted us to do something hilariously poetic in advertising had me
groggy. I was sold on the idea. Try and find Mr. Nickolaus, I again asked.
"He's in the drying room with a lot of new release prints," said the girl.
I don't know why John M. Nickolaus has a nice little office with a desk as clean as
an operating table and easy chairs for visitors. He's never in it. He came into my
office looking less like the vice president and more like a practical laboratory expert
than I had ever seen him. He had been messing around with the developer and
toning baths and he was a sight.
"Advertising!," he snorted "certainly but let's tell producers what we're here
for. If they want to look at pretty pictures in print let them read the Pictorial
Review. Let me write an ad."
Personally I wouldn't call it an artistic success but here is what John M. Nickolaus
artistic.
wrote
STANDARD FILM LABORATORIES
Seward and Romaine Sts.
Hollywood — Calif ilmland
P. s.
I slipped over this picture of the plant because I'm proud of it; although John
Nickolaus will probably argue that producers aren't buying architecture.
S. M. TOMPKINS
June 24, 1922
EXHIBITORS HERALD
65
DALE FULLER
A genius of light comedy and deep tragedy, whose betrayed maid role in "Foolish Wives was the
most talked of characterization of 1922. She will be seen in a still bigger part in Von Stroheim s
next super feature.
66
EXHIBITORS HE R A L D
June 24, 1922
BETTY BLYTHE
who played the title role in "The Queen of Sheba"
and now to be starred by Whitman Bennett in
four big specials.
MONTE BLUE
Orphans of the
Storm
Peacock Alley
Affairs of Anatol
Something to
Think About
The Kentuckians
The Jucklins
Pettigrews Girl —
IN PRODUCTION
Broadway Rose
Dear Me
GLENN
HUNTER
MARY ANDERSON
TOO MUCH MARRIED
"BLUEBEARD, JR."
Now appearing in
Two First National Productions
• The HALF BREED"
and
■ TWO MINUTES TO GO"
WILD YOUTI I" for Ivan Abramson.
June 24, 1922
EXHIBITORS HERALD
67
Everything for the Producer
in MIAMI
Studios with all modern appliances and facil-
ities at reasonable rates.
Artists, cameramen and extra people in any
quantity and all types.
Locations unexcelled for beauty and variety.
MIAMI is an ideal spot for making pictures
all the year. Cooler in summer and warmer
in winter than in any other part of the country.
We have 3,000 people on our books avail-
able for work as extras.
We assist stars and directors in financing
legitimate production enterprises.
ROSENTHAL Motion Picture Service Bureau
200 Central Arcade Building - - - MIAMI, FLORIDA
68
EXHIBITORS HERALD
June 24, 1922
To Producers
and Directors
"What about financing?"
And here is where many
of the battles start that
end in the producer or the
director saying : ' Oh, for-
get it."
Because reputable pro-
ducers and directors are
tired of paying the big
bonuses and the 30 per
cent loan sharks for the
use of funds for legitimate
enterprises.
And they are right.
To producers who have
definite box office values ;
to directors who have
proven themselves, this
organization is offered, for
a full, free discussion of
plans under consideration.
OSCAR PRICE
565 Fifth Avenue
Phone: Murray Hill 2372
New York City
West
Coast I
Studios
By HARRY HAMMOND BEALL
{Continued from page 45)
I
leased space there and that actual produc-
tion will commence shortly.
So popular has the Universal Jewel,
"The Trap," with Lon Chaney proved
that Universal has again signed this pop-
ular portrayer of types for another big
picture. It will be a story of the old
Barbary Coast district of San Francisco.
It is titled "Bitter Sweet," and was writ-
ten by William Dudley Pelley. Charles
Kenyon wrote the continuity. Irving
Thalberg has selected Lambert Hillyer,
who directed William Hart in a number
of Paramount pictures to handle the
megaphone for this production. InchyJed
in the cast will be Virginia Valli, Maude-
George and Vernon Steele.
At LASKY'S, Cecil de Mille is at work
on the Alice Duer Miller story,
"Manslaughter," scenario by Jeanie Mac-
pherson. While not officially announced,
it is said that Mr. de Mille has obtained
film rights to the David Belasco spec-
tacular drama, "The Darling of the
Gods," in which Blanche Walsh became
famous. When he will make this story
is not known, but it is said production
will begin in the early fall.
Rodolph Valentino will start at once on
"The Young Rajah," under the direction
of Phil Rosen.
Following is a line-up of productions
in the making and in prospect:
* * *
UNIVERSAL: Between fourteen and
fifteen companies at. work, cutting,
or preparing. Neeley Edwards, under the
direction of William Watson is at work
on a series of two-reel comedies.
Reggie Morris is directing Roy Atwell
in a series of two-reel comedies.
Roy Stewart is being starred in the
new Universal scientific serial, "The Ra-
dio King," under the direction of Robert
F. Hill.
Jack Conway is in consultation with
the casting department getting players
for an all-star Jewel-Special production.
Stuart Paton is reading the script for
an all-star Jewel-Special.
Tod Browning is now editing "Under
Two Flags," the colorful melodrama of
the Orient and which stars Priscilla Dean.
Hobart Henley is at work on a picturi-
zation of the Booth Tarkington novel,
"The Flirt." The cast includes Helen
Jerome Eddy, Eileen Percy and other
well-known players.
King Baggot is making "The Kentucky
Derby," the Charles Dazey play, scenario
by George C. Hull, with Reginald Denny,
Lillian Rich, Gertrude Astor and Lionel
Bclmore in the cast.
Edward Laemmle is en route to Eu-
rope to make exterior scenes for "Ivan-
hoc."
Harry Beecroft and Jay Marchant are
directing William Desmond and Laura
La Plantc in a serial of the frozen North
entitled "Perils of the Yukon."
Hugh Hoffman has started work on
his first picture, a story by himself en-
titled "The Gypsey Trail," starring Art
Acord. Action is laid in the Canadian
Northwest.
Harry Pollard is casting "The Rain-
bow Chaser," a Universal feature.
Lambert Hillyer is preparing to start
with Lon Chaney in the feature role in
"Bitter Sweet," a story of Barbary Coast
in San Francisco.
Yon Stroheim is in conference with the
casting and technical offices selecting
people and laying out sets for his next
Universal Jewel-Special production.
Nat Ross is preparing to produce a
five-reel Universal feature, with probably
Hoot Gibson as the leading player.
Other companies at Universal are edit-
ing productions previously completed.
* * *
T ASKY'S:. Wallace Reid is at work in
"The Ghost Breaker," by Paul
Dickey and Charles W. Goddard, scena-
rio by Jack Cunningham. Al Green is
directing.
Irvin Willat is making "On the High
Seas," Edward Sheldon's first original
scenario, continuity by E. Magnus Ingle-
ton. The play features Dorothy Dalton
and Jack Holt, supported by Mitchell
Lewis.
Cecil de Mille has the Alice Duer Mil-
ler story, "Manslaughter," in production.
The scenario is by Jeanie Macphcrson.
THOMAS H. INCE from a new photo.
Mr. Ince announces the completion of
eight super specials for publication
during the coming season.
"Pink Gods," adapted from the novel
by Cynthia Stockley, scenario by J. E.
Nash and Sonya Levin is the vehicle for
Bebe Daniels and James Kirkwood. Pen-
rhyn Stanlaws is directing.
George Melford's current production is
"Burning Sands," by Arthur Weigall,
scenario by Waldemar Young and Olga
Printzlau, Wanda Hawley and Milton
Sills are to be featured.
"To Have and to Hold," the Mary
Johnston book and play, is in production
by the George Eitzmaurice unit. The
scenario was written by Ouida Bergcre.
Betty Compson, Bert Lytell and Theo-
dore Kosloff are the featured players.
Theodore Roberts, T. Roy Barnes,
George Eawcctt and Fritzi Ridgway are
to be featured in "The Old Homestead,"
now in the making under the direction of
James Cruze. Julian Joscphson wrote the
continuity on this famous Dcniuan
Thompson play.
An original story by Beulah Marie Dix
entitled "Borderland," is now in the mak-
(Continued on page 70)
une 24. 1922
EXHIBITORS HERALD
69
PHILIP ROSEN
Famous Players-Lasky Director
RECENT PRODUCTIONS
Wallace Reid m "The World s Champion
Wallace R eid m "Across the Continent
Betty Compson in "The Bonded Woman
NOW PRODUCING
"The Youngf Rajah
Starring RODOLPH VALENTINO
70
EXHIBITORS. HERALD
June 24, 1922
WRAY PHYSIOC
WRAY PHYSIOC PROD., Inc.
8 W. 47 Street
New York City
1907 - 1922
A Partial List of Past Productions
Hearts of Oak
Coincidence
lhe better Way
The Buckskin Shirt
The Dividing Line
Gratitude
1 lie drip ot Jealousy
TT TV IT 117*1
How Music Came to Wil-
The Black Opal
low Creek
The Open Road
Mister Paganini
Born Again
A TlifiFprpnrf1 of Onminn
Serge Panine
X lie x^Iiycl Ul JTlcLV 1 ldL
i lie ouiiiL Di ictiivjusy
Packer Jim's Guardianship
"FTpnrts of Gold
And By These Deeds
The Way Back
The Man Who Was Never
The Fleur-de-lis Ring
Caught
His Mother's Home
Blow for Blow
Her Slumbering Conscience
The Shadow of Doubt
The Deacon's Son
The Herbert Kaufman Mas-
The Gang's New Member
terpieces. Selznick
The House of Horror
It Doesn't Pay
Rose o' the Shore
His Unwitting Conquest
The Vindication
Hearts Contagious
The First Piano in Camp
Count Twenty
A Romance of Old Cali-
fornia
Down Beside the Seaside
The Ebbing Tide
The Madness of Love
Sea Drift
The Blonde Vampire
And She Never Knew
The Gulf Between
A Mountain Mystery
Content
Weaver of Claybank
Fool's Gold
The Beautiful Lady
A Woman's Folly
Desert Dust
The Passion Flower
The Love Nest
The Sheriff's Story
"Facts and Follies" series
A Foothill Problem
The Roy Norton Series
{Continued from page 68)
ing with Agnes Ayres as the star and
Paul Powell the director.
Sam Wood is preparing to make "The
Impossible Mrs. Bellew," which will star
Gloria Swanson.
William de Mille's next production will
be "Clarence," the stage play by Booth
Tarkington. The cast has not yet been
selected.
* * *
VITAGRAPH: Alice Calhoun is play-
ing the leading role in "The Gamin'
Girl," with David Smith directing.
John Smith is directing James Aubrey
in "The Prospector," a short length
comedy.
Larry Semon, just back from New
York, will begin shortly on a special
corned j'.
* * *
pOX: Tom Mix is finishing "Alca-
•*■ traz," a Max Brand story, under the
direction of Lynn Reynolds.
* * *
Dustin Farnum is working in "Oath-
bound," under the direction of Bernard
Durning.
WALTER HIERS, Paramount come-
dian, uses Oscar, Lasky studio shine
artist, as his model in making up for
his role of "Rusty Snow" in Wallace
Reid's new F. P.-L. picture, "The
Ghost Breaker."
Joseph Franz is directing Shirley Ma-
son in a comedy drama as yet untitled.
"Kentucky Days," directed by Jack
Ford, is now in the cutting room.
"Trooper O'Neil" starring Buck Jones
and directed by the W^allace-Dunlap
combination has just been finished.
William Russell is finishing "The
Crusader" under the direction of William
V. Lee.
"Across the Border," starring Jack
Gilbert, is in production, with Jerome
Storm at .the megaphone.
Six comedy companies arc at work on
schedule two-reelers.
* * *
UNITED. — Two new companies are
in prospect here. One is a unit
which will be directed by Jack O'Brien
and to be known as the Charles J. Hall
and Sons Productions. A series of
comedy dramas is contemplated.
Bertram Bracken is casting a special
production which will go into production
shortly.
Ferdinand Earle is preparing to start
(Continued on page 72)
[unc 24, 1922
EXHIBITORS HERALD
71
A BOSWORTH PICTURE IS A SURE-FIRE BOX
OFFICE WINNER— AND HERE'S THE BIGGEST
OF THEM
HOBART
BOSWORTH
And an All- Star Cast
in the mammoth super-production
of Jane Porter's celebrated
romance
"SCOTTISH
CHIEFS"
HOBART BOSWORTH
THE ROMANCE OF THE SCOTLAND OF BRUCE AND WALLACE — THE CLASH
OF ARMS AND THE SOFT WHISPER OF LOVE— THE PATRIOTISM OF ONE OF
THE WORLD'S GREATEST HEROES— ARE ALL WOVEN INTO THIS GREAT
PLAY. IT'S HUMAN AS "OVER THE HILL"— THRILLING AS "THE CLANSMAN."
1500 PEOPLE. LAVISHLY STAGED
A STORY THE WHOLE WORLD LOVES!
The purest, noblest story in all history. Absolutely non-censorable.
In Production. Ready for Early Fall Release.
Write or Wire for Bookings NOW
MOTION PICTURE UTILITY CORPORATION
CHRONICLE BUILDING, SAN FRANCISCO, CAL.
72
EXHIBITORS HERALD
June 24, 1922
Notice to
the Trade
THE
ANCHOR
STUDIOS
INC.
at
Cold Spring,
Long Island
are now
being
renovated,
and it is
expected
that they
will be ready
for occu-
pancy about
July 15th
Communicate by letter or wire
"Terms at Bed Rock"
HARRY
DILLWORTHINGTON
Anchor Studios
Cold Spring, Long Island
NEW YORK
(Continued from page yo)
on his version of the famous opera
"Faust."
Mason N. Litson is between pictures
with Johnny Jones and will begin
another picture of the series soon.
Fred Caldwell is finishing "Night Life
in Hollywood," from the scenario by
John B. Clymer.
Ernest Warde is directing Ruth Roland
in "The Riddle of the Range," a Pathe
serial by John W. Grey.
Chester Bennett has finished "The
Snow Shoe Trail," with Jane Novak and
is reading stories to select one for his
next production.
Sidney Franklin has about three weeks
more work to do, on "East is West," the
Chinese play in which Constance Tal-
madge is to star.
Victor Herrman has just finished a
comedy drama with Owen Moore.
James Young is directing "Omar the
Tent Maker," the Richard Walton Tully
play.
George Archinbaud is completing a
comedy drama which stars Elaine Ham-
merstein.
George Marshall is making a series of
two-reel Western comedies.
Fred Hibbard is doing a series of short
length dramas.
* * *
ROBERTSON-COLE. — Doris May
will begin shortly on "Up and At
'Em," by William Seiter and Louis Mile-
stone, and which will be directed by
Seiter.
Mr. and Mrs. Carter De Haven are
working on their third comedy entitled
"Their First Vacation," story by Carter
De Haven and scenario by Beatrice Van,
direction by Malcolm St. Clair.
Harry Carey starts next week on a
story temporarily titled "Good Men and
True," by Eugene Manlovc Rhodes,
scenario by George Edwardes-Hall.
Ethel Clayton is reading two scripts to
choose one for immediate production.
The director has not been selected.
Helen Jerome Eddy will start on a
special production as soon as she fin-
ishes work in a picture at the Universal.
The first picture will be a story of New
England life.
Sherwood MacDonald starts next week
on the first of a series of twelve two-
reel comedy dramas featuring Gloria
Joy, who has just finished a tour of the
Pantages vaudeville circuit.
The Paul Gerson Company, hitherto
operating in San Francisco, is to make
twelve two-reel "Plum Center" come-
dies featuring Dan Mason.
GOLDWYN: The Maurice Tourneur
company is in Europe making Hall
Caine's masterpiece, "The Christian,"
with Mae Rusch and Richard Dix.
Allan Holubar will start shortly on
"Broken Chains," the Chicago Daily
News prize photoplay.
R. A. Walsh will have Antonio Mo-
reno as the featured player when be
starts "Captain Blackbird," an original
story by W. Carey Wilson.
Rupert Hughes is preparing for his
next special production.
AMONG the other Los Angeles com-
panies now at work, cutting or pre-
paring to start, are the following:
Adams Productions, animated figures;
llarrv Edwards, featuring "Raby Marie"
i ki„ M il, , i wo r< el comedies, Balboa
studios, Long Beach, Al Morante, North-
west Mounted with George Cheseboro,
William Thompson, dramas; C. W. Sta-
ter, dramas featuring Pauline S'ark;
Robinctt Productions, comedies; "Bob"
Homer Productions, two-reel Westerns-
Century studio, Alf Goulding, comedies
with "Brownie"; A. Gilstrom, comedies
with "Baby Peggy;" Al Herman, animal
comedies, Jimmy Adams, comedies fea-
turing Johnny Fox. Charlie Chaplin, two-
reel comedy; Edna Purviance, feature
length comedy drama. Christie Comedies,
H. Beaudine, comedies featuring Bobby
Vernon; Scott Sidney, comedies featur-
ing Neal Burns. Fine Arts Studios,
James Hogan, two-reel comedies featur-
ing George Cooper; Doubleday Produc-
tions, Westerns featuring Lester Cuneo;
Jess Robbins, comedy dramas featuring
Edward Horton; Lloyd Ingram, drama
featuring Carmel Meyers; Nat Deverich,
drama featuring Barara Bedford. Rex
Ingram preparing, Ward Lascelle, drama
featuring Colleen Moore. Eddie Lyon,
comedies, schedule. Billy Joy, comedies
featuring Virginia Fox, schedule. Roy
H. Klumb Productions, cutting. Louis
B. Mayer Studios, John M. Stahl, all-star
drama, casting; Reginald Barker, all-star
drama, preparing. Pickford-Fairbanks
studio, Mary Pickford, "Tess of the
Storm Country," under direction of John
Robertson ; "Douglas Fairbanks in Robin-
Hood," under direction of Allan Dwan ;
Jack Pickford in "Garrison's Finish,"
under direction of Arthur Rosson. Kath-
erine McDonald, "The Lonely Road," by
Charles Logue, direction Tom Forman.
preparing. Charles Ray, "The Girl I
Loved." preparing. Reaguer Produc-
tions, two-reel comedies under direction
of Rea Hunt, schedule. Hal Roach
studio. Fred Newmeyer, comedies; Har-
old Lloyd in production; Charles Parrott,
comedies featuring Snub Pollard, sched-
ule; David-Howe, comedies featuring
"Paul" Parrott, schedule; McGowan,
comedies, schedule; Warner Brothers,
"Froin Rags to Riches," under direction
of Wallace Worsley, in production.
H C B M
HOWE & CONLON
Publicity For
Exacting Clients
Special Campaigns
Trade — Fan
Pu b 1 i c a t ion s —
National — Local
1608 TIMES BLDG.
New York City
Telephone
Bryant 1351
June 24, 1922
EXHIBITORS HERALD
73
Rothacker- Aller Laboratories. Inc.
Hollywood, California
In the long run Rothacker
Prints actually cost you less than
ordinary prints, for the many savings in our
superior product and service soon cancel the
slight difference in first cost which distinguishes
Rothacker Prints from less beautiful and less
durable prints.
The relation of first cost to
final economy is the important thing,
and to buy ordinary prints, which are priced
according to their quality, is to be extravagant.
Our price represents no
excessive premium — it represents a
screen reflection of all that is beautiful in the
negative.
Rothacker Prints may cost
a fraction more than ordinary prints,
but their screen appearance and service prove that
they are worth the slight difference.
Watterson R. Rothacker
74
EXHIBITORS HERALD
June 24, 1922
They can be right —
Why not have them so?
Sub-titles are like a woman's reputation — you
can't be too careful of them.
It isn't enough to write titles that are good
in themselves, as examples of polished Eng-
lish. The important thing is to find the right
title for the right place — the title that belongs
— the title that does not say a word too much
or too little — the title that gives to the pic-
torial text a dramatic focus as sharp and clear
as the photography itself should be.
Some title writers seem to assume that pic-
tures are made simply to be speedways for
their vocabularies. The clouds of words they
raise are worse than the dust from the car
ahead of you on a country road.
Beware of the title that is a non-conductor.
Every time one happens in a picture, the cur-
rent to your audience is broken. You'd raise
merry blazes if the points on the distributor
of your car weren't right. Don't let defec-
tive titles cause your pictures to miss fire,
when every cylinder should be working.
Let me 'do my bit' for your next production.
Consultations at your convenience.
LESLEY MASON
Suite 511
Seven Two Nine Seventh Avenue
New York City
Telephone
Bryant 8174
Cable
Lesmafilm Newyork
Preparation of European Productions
For the American Market a Specialty
East
Coast
Studios
By JOHN S. SPARGO
(Continued from page 47)
his way from the Coast to begin the pre-
liminary work here.
"Toilers of the Sea," being a sea story,
careful consideration was given the selec-
tion of locations for the exteriors, and
many stretches of Coast were studied
with a view of finding a place which fitted
best with the story of the famous French
author. The ruggedness of the Coast of
Maine appealed mostly and many of the
exteriors will be made there. Other
scenes in the picture will be made in
Florida, probably at the Miami studios,
while all the interiors will be made at the
Metro studios here in New York.
The cast has not yet been selected, but
work on that will be commenced soon
after the arrival of Mr. Ingram from the
Coast.
Mae Murray, under the direction of
Robert Leonard, is at work at the Metro
studio on "Broadway Rose" for Metro
distribution. The work is well under
way and it is expected, when completed,
this will compare favorably with some of
the best pictures yet made by the popu-
lar star.
* * *
Griffith at Work on
"At the Grange"
Activity has been resumed at the IX W.
Griffith studio at Mamaroneck which has
been lying idle since the completion of
"Orphans of the Storm." It is probable
that work will be continued there all
summer, as, in addition to the two pro-
ductions now in hand by Mr. Griffith for
his own company, the new Lillian Gish
company will work there.
Work was commenced last week on the
filming of "At the Grange,'' in which
Carol Dempster has the leading role.
This is the first of two program pictures
Mr. Griffith will make for United Artists
distribution before beginning work on his
next big feature. The story for the sec-
ond of the program pictures has been
selected but the name has not been mad
public.
Lillian Gish Productions, Inc., will be
gin work soon at Mamaroneck on the
first of a series of pictures which will be
distributed by Allied Artists, the sub-
sidiary company of United Artists. The
story has been chosen and the cast which
will support Miss Gish is being consid-
ered. The pictures will be made under
the personal supervision of Mr. Griffith.
* * *
Arliss Completes
"The Silent Voice"
George Arliss has completed the film-
ing of "The Silent Voice," under the
direction of Harmon Weight, at the
Whitman Bennett studios, and the pic-
ture is now being prepared for the
screen. Mr. Arliss was supported in the
production by Ann Forrest, Edward
Earle, Effie Shannon and little Miriam
Battista. Many of the estates of wealthy
and prominent people about New York
have been utilized in filminir the exteriors.
Mr. Arliss, immediately after complet-
ing the picture, sailed for Europe for a
June 24. 1922
EXHIBITORS HERALD
short vacation and will be grin work on
another production on his return.
* * *
Pyramid Busy
at Astoria Studio
Walter E. Greene, president, and
Arthur X. Smallwood. general manager
or Pyramid, have planned an ambitious
program of sixteen specials to be made
within the year. The third of these.
"The Queen of the Moulin Rouge,"
featuring Monte Blue and Martha Mans-
field, has just been completed and is now
in the hands of the cutters. This was
based upon Paul M. Potter's successful
stage play of the same name, and is con-
sidered by the Pyramid officials to be the
best of the three so far made.
The two previously completed are "My
Old Kentucky Home." directed by Mr.
Smallwood. and featuring Monte Blue.
Sigrid Holmquist. Lucy Fox. lulia
Swayne Gordon and Frank Currier: and
"His Wife's Husband." a screen adap-
tion of Anna Katherine Greene's mystery
novel.
Work will be commenced immediately
on "The Flapper" and "When the Desert
Calls." the latter being made from one
of Donald McGineney's Ladies Home
Journal stories. Casting for these two
will be commenced this week by casting
director Joseph Bannon.
* * *
Madge Kennedy Working
at Tilford Studios
Madge Kennedy, with her supporting
cast, is busy at the Tilford studios on
an adaptation by Rufus Steele of the
John Golden stage success. "Dear Me."
Several of the exteriors already have
been made and more are being made near
Oyster Bay, Long Island.
As soon as the present work is com-
pleted work will be started on "Dorothy
Vernon of Haddon Hall," and the sche-
dule laid out for Miss Kennedy' makes
certain that work will continue all sum-
mer.
Henry Kolker is directing the Madge
Kennedy productions and Rufus Steele is
supervising production. In the cast sup-
porting Miss Kennedy in "Dear Me" are
Monte Blue. Vincent Coleman. Pedro
DeCordoba. Dore Davidson. Emily Fitz-
roy. Winnifred Harris. Fuller Mellisl.,
Charles Kent. William H. Tooker.
Charles Eldridge and Charles Moore.
* * *
Betty Blythe. who is best known
through her characterization of "The
Queen of Sheba" in the screen spectacle
of that name, will be starred in four
specials by Whitman Bennett and the
work on the first of these will be started
next week at the Whitman Bennett
studios in Yonkers. It will be in five
reels.
* * *
R. William Xeill has finished his
direction of "What's Wrong with the
Women." a Daniel Carson Goodman
story, at the Biograph studio, and is
now cutting the picture.
* * *
O. A. C. Lund is making a feature
production based on "Love's Old Sweet
Song" at the Paragon studio, Fort Lee.
A big cast, including Ernest Hillard, is
working overtime to complete production
in time to begin another picture planned
by Lund Productions. Inc. The entire
company left yesterday for Pittsfield,
Mass.. to take exteriors.
» * *
Carl Clancy has started production in
the Norma Talmadge studio on a special
production of "The Legend of Sleepy
Hollow." in which Will Rogers will play
the part of Ichabod Crane, the old school-
master.
i Concluded on page ?6)
MIAMI STUDIOS
Incorporated
Miami, Florida
With all the advantages —
Weather — atmosphere — light,
distance from New York and trans-
portation cost versus the coast.
Studio and equip-
ment now complete
in every detail.
Plant now function-
ing with present
companies.
Co m m unicate w ith
JOHN BRUNTON
7o Exhibitors Herald
1476 Broadway,
New York City
Phones: Bryant 5111 and 1368
76
EXHIBITORS HERALD
June 24, 1922
East
Coast
Studios
By JOHN S. SPARGO
(Concluded from page 75)
Ivan Abramson is at work at the old
Goldwyn-Oliver studios on a picture for
Graphic Films, entitled "Wild Youth."
Mary Anderson, the popular little star of
"Too Much Married," "Bluebeard, Jr."
and "The Halfbreed," has the lead in the
Abramson picture. Others in the cast
are Harry Morey, Julia Swayne Gor-
don, Thurston Hall and Joseph Striker.
Many of the exteriors will be taken in the
Greenwich Village district of New York.
* * *
Hamilton Smith has completed a pic-
ture in the Metro studios, the exteriors
having been done in Maine. Wyndham
Standing and Dorothy Mackail head the
cast, which is a special production and
probably will be distributed by Para-
mount.
* * *
Elmer Clifton has been busy on a pic-
ture being made in New Bedford, Mass.,
and is rushing work to completion for
early distribution. This is a whaling
PENRYHN STANLAWS, artist and
producer, explains to Bebe Daniels,
Paramount star, the fine points of a
rare piece of porcelain which he has
placed in a beautiful set for "Pink
Gods."
story, featuring Raymond McKee and
Marguerite Courtot. The picture is
titled "Down to the Sea in Ships," and
Director Clifton took many of the sea
views in southern waters.
* * *
William Burt started work yesterday
on a series of twenty-four two-reel de-
tective stories, under the title "Thrills
of the Tenement," in the D. C. Ficher
studios. These will be distributed by
Clark-Cornelius Corporation.
* * *
John Lowell, who made the successful
"Ten Nights in A Barroom," distributed
by Arrow, is at work on his next picture
at his studio in Gloversville, N. Y. It
will be a Western made from "Open
Places," a story in People's Home Jour-
nal," by L. Case Russell, the well known
short story and scenario writer. The
production is planned to be even more
pretentious than "Ten Nights" and will
take several months in the making.
* * *
Pine Tree Pictures Corporation, under
the direction of Dell Henderson, have
taken the exteriors of a James Oliver
Curwood production called "Jacqueline"
in Maine and will complete the picture at
Fort Lee.
Frank Lloyd to Head
Own Producing Unit
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— Frank
Lloyd is to have his own production unit
backed by Joseph M. Schenck, for First
National publication after the completion
of the present Norma Talmadge feature,
according to rumors here.
Represents Industry
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— Carl Gant-
voort, former Boston grand opera star,
and recently featured in Benjamin B.
Hampton productions, will represent the
motion picture industry in a mammoth
out-door representation of "Carmen," in
Hollywood Bowl on July 8. Margue-
rita Sylva and Edward Johnson, Chicago
tenor, head the cast.
Entertain Rotarians
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— A thou-
sand Rotarians were guests of Robertson-
Cole studios on Saturday, and saw Paul
Powell, Famous Players-Lasky director,
film a special picture for their benefit in
Hollywood Bowl.
Doug Stages Tourney
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— A Robin
Hood tournament, attended by thousands
was staged by Douglas Fairbanks Sun-
day for the benefit of the Assistance
League of Southern California.
Julian With Universal
(Special to Exhibitors Herald)
LOS ANGELES, June 13.— Rupert Ju-
lian has returned to the directorial staff
of Universal.
See New Photographic Possibilities
Process in Single Reel Film Discloses Opportunities for
Development in Scenic Treatment
The novel single reel picture, "The Enchanted City," created by War-
ren Newcombe has been made the basis of an interesting discussion of an
opening up of the possibilities of scenic treatment in motion pictures, in
the current issue of Exceptional Photoplays, published by the National
Board of Review of Motion Pictures. Photography in miniature of painted
pictures, and superimposition of photographs of actors upon these flat
scenes is at the bottom of this new technique, of which the review says :
"Here, then, is a photographic process
which holds out practically unlimited
possibilities for the pictorial side of the
photodrama. It means that on a sur-
face the size of a small painter's canvas
you can execute a scenic background of
tremendous proportions — you can put on
the screen a picture of the upper spaces
of air filled with the constellations, or the
entire Inferno, and you can fill it with
people appearing in relation to its nearest
objects no larger than mere moving
specks. In other words, the artist's im-
agination is completely unchained to
work in the creative fields of the motion
picture screen. Subjects hitherto for-
bidden by the excessive cost of trying to
reaii/c their pictorial and atmospheric
backgrounds, are at once made suscep-
tible of treatment and a whole new hori-
zon is opened up to the eye of the cinema
camera."
* * *
Dealing with the Newcombe picture,
the article continues — "One picture, sin-
gle reel in length, has already been placed
before the public, utilizing the photo-
graphic technique above outlined. The
picture of this city, myriad spired and
steepled, the mile high palaces above
great precipices, the glassy stream by
which it rises flowing to a sheer and
marble-like descent into the sea, are
photographed from small paintings, yet
they suggest a dreamed immensity, a
character of supernatural architecture
and region, which no million dollars ex-
pended on built sets could effect except
in a meagre and most unconvincing
fashion."
Quality DEVELOPING and PRINTING are possible only where experience guides and
a high standard of workmanship is maintained.
On each point you will find us competent to serve you in an efficient and reliable manner.
EVANS FILM MFG. COMPANY
416-24 West 216th Street, New York City Telephone: Wadsworth 3443-3444
e 24, 1922
EXHIBITORS HERALD
FRED CALDWELL, Author and Director
Mrs. A. B. Maescher
PRESENTS
A Fred
Caldwell
Production
NIGHT LIFE IN HOLLYWOOD
THE PICTURE OF THE HOUR
The Greatest Cast Ever Assembled —
Teeming With Interest —
Spectacular Scenes —
Sensational Title —
Awe Inspiring Situations —
Address MRS. A. B. MAESCHER
Hollywood Studios
HOLLYWOOD, CAL.
Arrangements for Distribution
now
being made.
78
EXHIBITORS HERALD
June 24, 1922
A PERSONAL MESSAGE
TO THE EXHIBITORS OF AMERICA
1WAXT you one and all to consider this a personal introduction.
We are going to have a lot of dealings with each other in
the years to come and there is no time like the present to get
acquainted.
Although I have been identified with the industry for ten years,
my name is probably new to you, for I have not had a battalion of
press agents megaphoning my activities and telling you whether I
like two or three lumps of sugar in my coffee or prefer to drive a
Flivver or a Fiat.
Following several years with Robert Brunton and other big
coast producers, I have been busily engaged in building my own
organization in California. I recently completed the Cosmosart
Studios, which I believe to be the finest equipped production plant
on the West Coast.
It is to be the home of Federal Photoplays, Inc.. of which I
bave been elected President and General Manager, and in the near
future you are to hear of the big things that Federal Photoplays,
Inc., plans to accomplish.
These announcements will be of vital interest to you.
'Watch for them in the trade papers, in the daily press, in your
daily mail and by word of mouth from the exchange men in your
territory. Until I meet vou personallv,
JAMES E. BOWEN,
President, Cosmosart Studios,
President, Federal Photoplays, Inc.
PA
Directing
UL POWELL
Features for Famous Players-Lasky
NEXT RELEASE
"BORDERLAND"
Starring
AGNES AYRES
Tune 24. 1922
EXHIBITORS HERALD
79
Hollywood News
I PUBLISHED IN THE
HEART OF FILMLAND
HOLLYWOOD, CAUFORNIA
TWO FACTS YOU OUGHT TO KNOW
"A"
"B"
Motion Picture Section Studio Activities Page
Interesting, live, informative and breathing the
atmosphere of the studios, the daily motion picture
section, under the direction of James M. Fidler,
dramatic editor, carries home every happening of
the industry ON THE DAY IT TAKES PLACE.
More people, engaged in the motion picture in-
dustry for their livelihood, read HOLLYWOOD
NEWS than any other daily newspaper published
in Hollywood.
Photographs, editorials, interviews and a con-
cise review of the incidents and accidents of every
film day are recorded in the daily motion picture
section.
SUBSCRIBE NOW.
The Studio Activities Page is the widest read
Industrial Chart in the Motion Picture business.
Published every Wednesday as a vital part of HOL-
LYWOOD NEWS, it details minutely the exact
progress of every motion picture under production
in Hollywood. In addition, it specifies the name of
the star, the director and the assistant director, as
well as the title, of every photoplay.
Advertisements placed on this page are read
by everyone in the motion picture industry. It is
the safest, surest, cheapest and most logical way to
reach the scenario editor, the producer, the actor
or the technical department.
ADVERTISE NOW.
AND WHAT YOU OUGHT TO DO
YOU CAN'T KNOW the actual, everyday facts of the motion picture industry unless you are a
subscriber to HOLLYWOOD NEWS, the only daily newspaper published in Hollywood which gives
3ROPER AND UNBIASED ATTENTION to the film people and their movements.
THEATRE OWNERS find it a necessity — it advises them as to future bookings. THEATRE
3UBLICITY DIRECTORS find it a boon — it gives them advance tips which newspapers like and want.
It costs only 65 cents a month, mailed daily. It's worth that many DOLLARS to the man in the
heatre exhibiting business.
SUBSCRIBE NOW TO:
HOLLYWOOD NEWS
5379 HOLLYWOOD BOULEVARD HOLLYWOOD, CALIFORNIA
80
EXHIBITORS HERALD
June 24, 1922
Lloyd Film on "Exceptional" List;
Booked by Strand for Long Run
Florence V id or Producing Fourth Picture of Her
Series for Associated Exhibitors— Company
Obtains Five-Reel Comedy
"Grandma's Boy," the Harold Lloyd-
Associated Exhibitors feature, is the kind
of picture producers must make if they
are to enjoy the favor of the American
public, declares Exceptional Photoplays,
the official publication of the National
Board of Review of Motion Pictures. In
the current number "Grandma's Boy" is
one of three films listed for its excep-
tional merit.
"Everything," says the bulletin, "is
there (in 'Grandma's Boy') for those
who are weary of life and of business and
just want to laugh— and something more
besides. That something is another sign-
post on the way that American produc-
ers must travel if they wish to keep the
interest of the public, as' it is whispered
they do, providing they could only find
out how. And that something is also a
little flag, not of truce but of defiance, to
those godly souls crying in the wilderness
for clean pictures while they whittle the
brambles to sharper points in order to
impale the motion picture with the
thorns, so to speak, of censorship."
Opens on July 23
Arthur S. Kane, president of Asso-
ciated Exhibitors, announces that in his
opinion bookings of "Grandma's Boy"
will reach a new record for the come-
dian's subjects.
M. L. Markowitz, owner of the Strand
theatre, San Francisco, has obtained the
first engagement in that city of "Grand-
ma's Boy." The picture will open at this
well-known Market street house on July
23, booked for an- indefinite run. The
contract is understood to call for the
largest rental ever paid for a picture in
San Francisco.
At approximately the same time as the
Strand engagement in San Francisco,
"Grandma's Boy" will play also the
T & D theatre, across the bay in Oak-
land, one, of the largest and finest houses
on the West Coast. This is the first thea-
tre in the important Turner & Dahnken
chain to contract for the big feature.
Completing First Series
Gus Inglis, general manager for Flor-
ence and King Yidor, announces that
production work on the fourth of Miss
Vidor's features for Associated Exhibi-
tors began on Monday, June 12, at Cata-
lina Island, with Mr. Vidor directing.
Following the finishing of this picture,
which will complete the first series of
four Florence Vidor films for Associated
Exhibitors, .the star will take a short rest,
during which time Mr. Vidor will direct
Laurette Taylor in "Peg o' My Heart,"
for Metro, as announced.
Upon her return in August to the King
Vidor studio in Hollywood, Miss Vidor
will begin the first of her second series of
four for Associated Exhibitors, and King
Vidor will again handle the megaphone
in her productions.
New Comedy Obtained
Associated Exhibitors announces the
publication on June 25 of a five-reel com-
edy film, "Up in the Air About Mary,"
which is declared to be a whole bundleful
of laughs, while telling a story of roman-
tic interest.
John Howard Carr, president of Asso-
ciated Authors Productions. Inc., arrived
in New York City this week from Or-
lando, Fla., where he inspected the con-
struction work on the two-unit studio
building being erected for that organiza-
tion.
Mr. Carr is confident that the building
will be ready for occupancy by Septem-
ber 1, when production will start on the
second of the six pictures which Asso-
ciated Authors is to make, for Associated
Exhibitors release. The first of these
features will be produced in the neigh-
borhood of New York, work starting
about July 1. Mr. Carr expects to be able
to announce the exact location and the
cast within a few days.
Point Out Publicity
Angles of "Trouble"
Chances for Exploitation
Tie-Ups Enumerated by
Coogan Organization
That Jackie Coogan's current picture,
"Trouble," offers many opportunities for
exploitation and publicity is pointed out
in a statement from the Coogan organi-
zation. The title itself, it is indicated, has
numerous possibilities for stories in news-
papers.
Practically every city and town in the
United States and Canada have merchants
handling Jackie Coojgan articles with
whom the theatre owner can co-oper-
ate in window displays and newspaper
exploitation in addition to his own.
Coogan Apparel on Market
Chief among these articles are the
Jackie Coogan clothes. The Jackie Coo-
gan cap is another article that will be
found almost everywhere Then there is
Jackie Coogan dolls and statuettes which
may be found in all department and toy
stores.
There is also a Coogan boys' coaster
and in a few weeks Jackie Coogan shoes
will be on the market. These assets can
be utilized to unlimited advantage-
Extensive Tie-Ups Made
As an example of the value in these
commercial assets, the Kinema theatre,
Los Angeles, having closed a successful
two-week run with the "Trouble" film
report that tie-ups were made with five
down-town stores on Jackie Coogan
clothes, seven stores on the caps, and
ten toy shops with the dolls. Each shop
devoted street frontage to the articles
in practically every instance, the store
advertising in the newspapers was de-
voted largely to the Coogan articles, men-
tioning the name of the current picture,
the theatre where it was playing.
Fox to Publish New Mix
Starring Picture June 18
Fox's latest Tom Mix production, "For
Big Stakes," is scheduled for publication
June 18.
In addition to the inimitable stunts dis-
played bv the star, the picture offers a
selection of episodes featuring the famous
horse, "Tony," Mix's steed. Untying
knots, making long jumps, and consider-
able brain work are all in the category of
the remarkable horse.
Lynn Reynolds is the director of the
picture. Patsy Ruth Miller plays oppo-
site Mix.
Madge.Titheradge Winning
Acclaim as Screen Player
Madge Titheradgc, featured in two of
the four Second National Pictures corpo-
ration films now booking, is winning
widespread popularity as an emotional
screen actress, acording to reports re-
ceived at the New York offices of the
firm. It is only recently that Miss
Tithcradge turned to the screen after
winning fame on the speaking stage.
The Second National pictures featur-
ing Miss Titheradge are "Her Story"
and "David and Jonathan," from the
novel by E. Temple Thurston.
A Complete Editing
And Art Title Service
For The Producer
DIXON— McNITT— SCHNEIDER
959 Seward Street, Hollywood
STANDARD FILM LABORATORIES
RALPH H. DIXON
Supervising Editor
CARL W. SCHNEIDER RALPH C. McNITT
Supervision of Art
June 24, 1922
EXHIBITORS HERALD
81
Educational Points
To Its Summer List
Refutes Statement That Best
Pictures are Held for
Fall Publication
Assertions on the motion picture page
of Life that the producers and distribu-
tors were publishing their "weak sisters"
during the spring and summer months
and waiting for fall to publish worth-
while pictures, does not apply to Educa-
tional Film Exchanges, Inc., the cosn-
pany states.
Educational's schedule of short subjects
for June, July and August, if not stronger
than the schedule for any similar peripd
in the history of the organization, at least
has never been surpassed, is its conten-
tion.
Cite Films as Evidence
As evidence of its statement Educa-
tional points to its program of the fol-
lowing productions which either have
been or will be published in the coming
months:
"The Adventures of Sherlock Holmes."
Two films of this series, "The Devil's
Foot" and "The Dying Detective," have
already been published. The next two
are scheduled for July 9 and 23 respec-
tively.
"Poor Boy!" featuring Lloyd Hamil-
ton, to be published during June. "Rapid
Fire" and "Treasure Bound," Jack White
productions in the Mermaid comedy se-
ries which will be published in July and
August.
List Three Christie Comedies
"Cold Feet," the Christie comedy pub-
lished the latter part of May. "Bucking
Broadway" and "Mile-a-Minute" are
other Christie comedies published in
June and July.
Among the single reel subjects for
summer is "The One Man Reunion," a
Robert Bruce wilderness tale. Educa-
tional will continue to publish its Torchy
comedies during the summer months. It
also has a two-reel special on the subject
of radios for summer publication.
Select to Publish Film
From Oscar Wilde Story
Oscar Wilde's "A Woman of No Im-
portance" has been acquired by Select
Pictures Corporation for publication
June 20. The picture was shown for the
first time to the newspaper reviewers
June 2.
In the cast are: Milton Rosmer, Fay
Compson, Lila Walker, Daisy Campbell,
Julie Hartley-Wilburn, Gwen Carton,
Dorothy Fane, Hetta Bartlett, Gray Mur-
ray, Henry Vibart, Ward McAllister,
Ralph Forster and George Traverse.
Dennison Clift directed it.
C. B. C. Film Sales
New Feature Finished
"More to Be Pitied Than Scorned,"
C. B. C. Film Sales Corporation's new
feature production has been completed
and is being brought East by Harry
Cohn of the C. B. C. firm.
Alice Lake, Rosemary Theby, J. Frank
Glendon, Philo McCollugh, and the two"
younger players Gordon Griffith and
Baby Josephine Adair constitute the cast.
Edward Le Saint directed it.
Eighteen Houses in Lynch
Circuit in South to Play
Eddie Polo's New Serial
The First National exchange in the
South which is handling the Eddie Polo
serial, "Captain Kidd," reports to Star
Serial Corporation that eighteen theatres
in the Southern Enterprise circuit have
booked the chapterplay. Theatre man-
agers are planning special exploitation to
precede and accompany presentation of
the picture.
The Alpha theatre in Atlanta has
started its first run on the serial, and re-
ports tremendous success at the box of-
fice. A number of exhibitors in the
South are preparing special lobby dis-
plays for "Captain Kidd." Manager
W. E. Drumbar of the Majestic at Knox-
ville, transformed his lobby into the rig-
ging of a sailing vessel.
Advertising Ready
For Paramount Week
Coming Campaign to Surpass
All Others in Scope
Company States
With the fifth annual Paramount
Week, September 3-9, three months
away, the Paramount advertising de-
partment already has its campaign com-
pletely mapped out, even to the prepar-
ation of the newspaper copy to be used.
Use 1,200 Papers
This year's campaign, according to
the company, will surpass all others
in size and scope. Last year, approxi-
mately nine hundred newspapers were
used as the media for the company's
direct contribution to the exploitation
budgets of the exhibitors participating in
Paramount Week. This year, the num-
ber has been increased 33J/J per cent.,
the plans calling for the purchase of
advertising space in more than 1,200
newspapers in some 900 cities and towns.
The largest space to be used will be
full pages in about one hundred of the
biggest newspapers in the country. The
remainder of the papers on the list will
run space ranging from six full columns
to a minimum of 900 lines.
Campaign in Magazines
These advertisements, as before, will
contain a full list of all the participat-
ing exhibitors in the territory covered
and, wherever space will permit, the
complete week's program of the ex-
hibitor.
This newspaper campaign will be sup-
plemented by magazine advertising,
which will start early next month.
"U" Novelty Film Turns
Industry Back 12 Years
Universal has a new novelty film in
the form of a reissue of a two-reel pic-
ture featuring Mary Pickford, made by
Universal twelve years ago. It is titled,
"Going Straight."
The picture has been re-titled and in-
terspersed with humorous and enlight-
ening sub-titles despite the apparent ser-
iousness of the story. A novel press
sheet has been prepared urging presen-
tation as it was presented twelve years
ago, including intermission slides, an
illustrated song, and other things in
keeping with the old "grind show."
Pathe to Distribute
New Juvenile Series
Johnny Jones and Gertrude
Messinger Featured in
McDonald Films
J. K. McDonald Productions, Inc., has
completed arrangements with Pathe Ex-
change, Inc., for the distribution through
Pathe of a series of twelve two-reel ju-
venile comedies costarring Johnny Jones'
and Gertrude Messinger. The first will
be available on July 31.
"Supply and Demand," the first of the
series, was shown at the Capitol thea-
tre, New York, the week of May 28 and
it was upon the strength of the en-
thusiastic reception of the picture that
the contract with Pathe was closed.
Juveniles in Cast
The series will be known as the
Johnny Jones series. Johnny Jones was
the featured player in Goldwyn's Edgar
series and has starred in a number of
films. Miss Messinger, who plays op-
posite him, starred in Fox juvenile pro-
ductions for three years. Kenneth
Green, the fat boy in "Dinty" and "Pen-
rod," and Newton Hall, the tough dude
in "Dinty," are among the better known
of the other talented children in the
company.
Litson is Directing
Mason N. Litson, former production
manager for Goldwyn, is directing the
pictures. Norbert Brodin, formerly with
Major Hughes, is in charge of the photo-
graphic work.
Mr. McDonald states that there will
be no slapstick or hokum in the pic-
tures. Each centers around a business
deal, in which Johnny Jones is the mas-
ter mind and his gang assists.
Rockett-Naylor to
Film Lincoln's Life
Research Work Under Way for
Making of Historical
Special
"The Life of Abraham Lincoln" is the
tentative title of the first subject to be
produced by Rockett-Naylor Produc-
tions, Inc., recently organized under the
laws of Delaware with offices at 304
Security building, Hollywood.
Officers of the Comoany are David
H. Naylor, Jr., president; Ray H.
Rockett, vice-president and general man-
ager; Al Rockett, business and produc-
tion manager and E. H. Christensen,
treasurer.
Portrays Lincoln's Life
Work on the production will be
started in about two months. The pic-
ture will portray, in original surround-
ings so far as possible, the many
incidents in the life of Lincoln. Govern-
ment officials, army and navy officers,
members of Congress and historical and
educational organizations will lend ac-
curate information and relics of value
in the making of the film.
Obtain Accurate Data
Research work, ic is stated, has been
in progress for more than a year ob-
taining pertinent data. Present plans
are to publish the picture as a road-
show under the management of the pro-
ducers and to exhibitors by direct ar-
rangement. Silas E. Snyder will retire
from the managing editorship of Ameri-
can Cinematographer to handle exploita-
tion of the Lincoln film.
82
EXHIBIT (3 RS HERALD
June 24, 1922
Fox Announces 1922-23 Schedule;
Plans Comprehensive Advertising
William Farnum
A schedule of production for 1922-23.
exclusive of a long list of specials, is con-
tained in an announcement just issued
fro m the New
York offices of
Fox Film Corpo-
ration. The pro-
g r a m displays
promising box
office attractions
which are to be
supported by a
carefully planned
advertising and
exploitation cam-
paign.
Many innova-
tions in press
book, posters,
stills, and other forms of paper
are being planned by a staff of experts
recently enlarged at the company's head-
quarters. It is said that arrangements
are being com-
pleted for elab-
borate provisions
of paper for each
production r e -
gardless of its
importance i n
comparison t o
the group of
specials.
Producing in East
Among the
Fox stars for the
coming season,
William Farnum
will appear fir--'
in "The Miracle
Child" now in production in the New
York studios under the direction of Her-
bert Brenon.
Tom Mix will make eight pictures, the
first of the series being "Just Tony."
Shirley Mason
This is a story of a horse, and is based
on Max Brand's novel, "Alcatras." Tony,
the pony known to all Mix fans, is prac-
tically a co-star in this picture.
Among the plays in which John Gilbert
will be seen are "In Calvert's Valley,"
by Margaret Prescott Montague and di-
rected by Jack Dillon; "The Splendid
Outcast," by George Gibbs 'and directed
by Jerome Storm; and "Across the' Bor-
der."
Six Films for Farnum
The first of the Charles Jones series of
eight is entitled, "West of Chicago."
Dustin Farnum will be seen in six pic-
tures including "The One Way Trail"
by Kidgwell Cullum and a series of Rich-
ard Harding Davis stories, which have
been purchased for him.
There will be eight Shirley Mason pic-
tures. This dimunitive star will be seen
first in "The Little Teacher."
William Russell will appear in three
pictures among which arc "The Cru-
sader" by Alan Sullivan, and "Mixed
Faces" by Roy Norton.
Mr. Fox will present a new comedy
star, Lupino Lane, the popular British
fun-maker who was seen here two sea-
sons ago in "Afgar," and who has been a
prime favorite in Europe for a number of
years. The first of three Lane comedies
is "The Reoorter."
Eight For St. John
There will also be three comedies pre-
senting Clyde Cook, whose popularity on
the screen has been firmly established.
Al St. John will appear in eight com-
edies.
The Lee children, Jane and Kathcrine,
will appear in a series of fine two-reel
comedies.
There will be Sunshine comedies, one
publisher every other week, and twenty-
six Mutt and Jeff animated cartoons, and
the semi-weekly Fox News.
From this list it appears that William
Fox will distribute 227 subjects to the
public in the season of 1922-23, among
which there will be fifty-seven dramatic
subjects of major proportion.
ENA GREGORY, support of Billy
Franey in the comedy series being pro-
duced and published by O'Connor
Productions.
Film Depicting Home
Life of Hollywood Is
Finished by Caldwell
The filming of "Night Life in Holly-
wood," written and directed by Fred
Caldwell, has been completed. The pic-
ture is said to embrace a great array of
prominent players, combining a story of
rural comedy and drama.
The homes and home life of many of
the greatest celebrities are contained in
the production.
De Luxe Film Company of which Mrs.
A. B. Maescher is president, plans to
make about eight productions next year,
it is announced, portraying various rural
sections of America.
Fifth Franey Comedy in Production;
O'Connor Leases Plant at Hollywood
BILLY FRANEY, starring in two-reel
comedies being produced and published
by O'Connor Productions.
Production on the fifth of the series
of two-reel comedies starring Billy
Franey, being produced and published
by O'Connor Productions is now under
way at the Caswell Studios, Hollywood.
The working title of the comedy is "A
Kissless Bride."
Studio Being Rebuilt
In order to facilitate production of the
comedy series Robert O'Connor has ac-
quired a long term lease on the Cas-
well studios. Extensive improvements,
calling for an expenditure of $40,000,
consisting of new buildings, office struc-
tures, mechanical devices and complete
modern equipment arc being made at the
plant.
Ward Hayes, who directed the Morris
R. Schlank series of Broadway comedies
is directing Franey in his films. The
comedies are for state-right publication
direct to exchanges from the company's
studios.
Able Support for Franey
I m inded in the list of players sup-
porting Franey are Gale Henry, well
known comedy player. Vera Reynolds,
former Christie comedy star and Ena
Gregory, Australian prize winning beau-
ty. These players will form the princi-
pal support of Franey throughout tin-
entire series.
An eight page press and exploitation
book, which compares favorably with
publications of this sort issued on fea-
ture pictures has been completed. Ac-
cording to ]•'. E. Samuels these will be
supplied in quantity to buyers of the
Franey comedies, and will be accom-
panied by'a supplemental press sheet lor
each production.
Will Visit Exchanges
Mr. Samuels will spend six weeks at
the company's eastern office, 220 West
Forty-Second street after which he will
make a tour covering the mid-western
and southern territories.
State rights buyers of the Billy Franey
comedies are promised an advertising
campaign of considerable proportion to
reach exhibitors of America, it is an-
nounced bv Gus Schumacher, general
manager of O'Connor Productions.
THE THEATRE
SLPJWTICAi^
Tlie Production o f Expl oitation
for the American eatre
A DEMONSTRATED ANALYSIS
rj~iHE production of exploi-
J tat ion ror the American
theatre is a curiously com-
mon sense business. From week
to week, year to year, it goes on
uninterruptedly, quietly, barely
r.oted in an industry where the
notable is ordinary, where sys-
tematic precision is preached
by all and practiced by a sav-
ing minority. Because it sel-
dom exhibits the inefficiency in
conception or operation which is
basis for nine-tenths of motion
picture trade conversation, it is
discussed infrequently where
film people commune.
It is really a very well devel-
oped business.
A picture is made, described,
published. Another follow a
close upon its heels. Each must
be sold to the public by the ex-
"Our
Leading
Citizen "
CONTRIBUTED BY THE DI-
VISION OF EXPLOITATION.
FAMOUS PLAYERS-LASKY COR-
PORATION.
,l_ R Leading Citizen."
starring Thomas Meig-
han. is a political story,
and will be is^red around the time
(Continued on f>aoe S-*'
hibitor. An imposing proposi-
tion, but none worry about it.
Professional producers of ex-
ploitation reduce it almost to
arithmetical simplicity.
/T is entirely possible for the
theatre man so disposed to
sell successive attractions to
his public with consistent re-
sults if the matter of exploita-
tion is left wholly in the hands
of its professional exponents.
His success in the majority oi
instances will be greater, of
course, if he adds to their gen-
eral marketing plans original
methods especially effective lo-
cally. This, like the business of
exploitation production, is es-
sentially a common sense mat-
ter.
To the organizations respon-
sible for this comfortable con-
dition Tew give deep considera-
tion. A campaign book
containing more or less useful
material comes to hand. Post-
ers, stills, form letters, news-
paper copy, something to meet
practically every selling de-
mand, is expected when the pic-
ture is contracted for. It is
provided. .Xo more is thought
about it.
Yet these organizations are
highly interesting.
J T XDER the able direction
C_y of Mr. Claud Saunders,
the Famous Players-Lasky di-
vision oi exploitation proceeds
steadily from one Paramount
picture to the next, equipping
each with adequate sales
mechanism and demonstrating
the efficiency of that mechan-
ism in practice. Under the com-
petent leadership of Mr. .Xed
Holmes, the Associated First
Xational exploitation depart-
ment functions similarly, devel-
oping exploitation precedent
for each attraction in the order
of publication, following
through from studio to screen.
Similar organizations deal in
similar manner with the pic-
tures of other leading produc-
ing and distributing organiza-
tions.
All help showmen.
ON this page a graphic anal-
ysis of the method by
which the production of exploi-
tation is accomplished is begun.
Parallel demonstrations con-
tributed by the two organiza-
tions first mentioned above are
presented as prepared espe-
cially for this department.
"One
Clear
Call"
CONTRIBUTED BY THE EX-
PLOITATION DEPARTMENT,
ASSOCIATED FIRST NATIONAL
PICTURES. INC.
SUGGESTING exploitation
ideas for the entire country is
the same hazard as recom-
mending men"; styles of goods.
(Continued on page gs)
84
EXHIBITORS. HERALD
June 24, 1922
THOMAS MEIGHAN AND SUPPORT IN A SCENE FROM "OUR LEADING
CITIZEN," BASIS OF A SUGGESTION IN THE ACCOMPANYING STORY
'Our Leading Citizen"
(Continued from page 83)
advance for teaser purposes is the
same used by Roosevelt in 1912 —
"We want Tommy."
* * *
Another design for a street bally-
hoo is shown in the three-column
the campaigns, national and local,
will be at white heat.
The politicians are the best show-
men in the world and their devices
for making an erstwhile unknown
personage a household word over
night have met the tests of many a
campaign. The exhibitor might
well adopt some of their methods
as well as sail along with the tag.
Both the stills and accessories of-
fer a number of suggestions. The
one-column press-book ad shown
here pictures -i young girl carrying
a sandwich board! From this a
street ballyhoo may be taken. The
design on the sandwich board may
be the same as shown in the illus-
tration, the head of Meighan being
cut from a Paramount lithograph.
A suggested slogan to be used in
SEE STORY FOR SUGGES-
TION BASED ON THIS STILL
ad. The box can be made and is a
recognized feature of political cam-
paigns.
Parades which cost the exhibitor
A SETTING SUITABLE FOR
A ONE-PERFORMER PROLOGUE
little are not too difficult to arrange.
As a part of the co-operative adver-
tising available for this picture, the
merchants of the town ought to
come in for a procession, torch-
lights and all. The basis of this
will be discussed further on when
we consider newspaper advertising.
The locations made famous by
the politicians and the electric lights
— during campaigns they are fairly
covered with tack-cards showing
the honest eyes of some candidate.
Get up a herald announcing "We
want Tommy for 'Our Leading Cit-
izen' " and fairly slough the town.
Tack them everywhere. .Other her-
alds on the Older of those used in
political campaigns can be used for
distribution.
■f * *
A type character can also be used
effectively for a ballyhoo, a model
being Theodore Roberts in his
small-town make-up, shown in one
of the stills. Have him tour the
(Continued on page 86)
I I I ' I I i — i — t— T
WE WANT TOMMY
OUR LEADING CITIZEN
WILL SPEAK TONIGHT
SPECIAL DRAW'NG ILLUSTRATING ONE OF THE SUGGESTIONS FOR
THE EXPLOITATION OF "OUR LEADING CITIZEN" BY THEATRE MEN
A PRESS BOOK LAYOUT ON
OUR LEADING CITIZEN"
June 24, 1922
EXHIBITORS HERALD
85
ILLUSTRATING A SUGGES-
TION IN STORY HEREWITH
ONE OF THE BIG SCENES IN "ONE CLEAR CALL" SUGGESTED AS
BASIS FOR SPECTACULAR STREET EXPLOITATION OF THE PICTURE
"One Clear Call"
(Continued from page S3)
and hotel with a view to eliminating
it from civic life. Their conclave
and ghostly array forms one of the
climatic thrills of the picture and
can be pointed to as a real talking
There is always the danger that the
tall, thin man will select a heavily
striped suit that will only accentu-
ate his leanness.
Consequently the suggestions
made for capitalizing the incidents
of the Ku Klux Klan in John M.
Stahl's next First National attrac-
tion, "One Clear Call," are subject
to local conditions which must de-
termine which angle of approach is
best adapted to that community ac-
cording to existing sentiment.
Certainly the appearance of the
night riders in the picture is a vivid,
realistic bit of work. How and to
what extent this should be utilized
in the exploitation is a matter of
which the local manager is always
the best judge. The Klansmen
make a raid or. a disreputable bar
SEE STORY FOR SUGGES-
TION BASED ON THIS STILL
point, as the accompanying still in-
dicates.
The idea can be worked out in
street ballvhoos, lobbv decorations
and handbills. For street ballyhoo
the white shrouded man on horse-
back with a sign : "I am not a real
Klansman. I am only answering
One Clear Call to go to the
Theatre," is one angle. The senti-
ment in some sections makes it im-
perative to have the ballyhoo artist
distinguish himself from the real
Klansmen. Friends of the Klan
might otherwise resent an imper-
sonation while enemies would be
antagonistic on general principles
and send the ballyhoo artist back to
the theatre as a corpus delictu.
For lobby decorations just the
white hood and cap suspended in
the air with the sign : "The Klans-
men will be here tonight answering
ONE CLEAR CALL." This can
be strengthened with red crosses
painted on shields posted around
the lobby. A smouldering fire, as
the signal beacon for the klan, can
burn in the lobbv.
(Continued
A PICTURESQUE CHARACTER
USEFUL IN ADVERTISING
LOUIS B. MAYER. PRODUCER. JOHN M. STAHL, DIRECTOR AND
GROUP OF PRINCIPALS IN THE CAST OF "ONE CLEAR CALL"
So
E XHIBITORS HERALD
June 24, 1922
THEATRE
\ great story written
**■ especially for the star
by America's most fa-
mous humorist. A great
supporting cast headed
by Theodore Roberts
and Lois Wilson.
I
AN AD THAT SUGGESTS AN
EXPLOITATION ENTERPRISE
"Our Leading Citizen"
(Continued from page 84)
town announcing his candidacy for
"Leading Citizen." Let him get a
crowd on the street corners and
make them a speech —
"Ladies and gentlemen, unaccus-
tomed as I am to addressing a gath-
ring of this sort, I wish to give
voice to certain profound convic-
tions. The country is all wrong.
Prohibition has killed men's spirit.
The crops are rotten. Eggs arc
going up again. I don't know what
we're comin' to But in the opaque
clouds that enshroud our fair com-
munity there is a rift — a rift that
promises to w iden and reveal the
fair hlue sky of hope. The one to
lead us out of the mists is 'Tommy.'
See Tommy Meighan in 'Our Lead-
ing Citizen' at the Paramount
Theatre next Wednesday night."
The title naturally fits into mer-
cantile tie-ups under the general
idea: "What will our leading sit-
izens wear?" Or card reading:
" 'Our Leading Citizen' will wear
these creations."
* * ,*
The book-store angle is sure-fire
because the story was written by
George Ade, who is a best seller.
This should make a good tie-up.
George Ade is also writing a mim-
ber of magazine stories and new
"Fables in Slang" and an enter-
prising exhibitor ought to be able
to tie up the magazine stands. In-
cidentally magazine stands haven't
been used much in exploitation and
yet they usually command excellent
locations and attract the attention
of the very people the theatre is
atter.
The double-truck newspaper ad
with about fourteen merchants co-
operating ought to be the basis of
a lot of exploitation for the pic-
ture. The slogan has been given
elsewhere, " 'Our Leading Citizen'
wears these clothes," " 'Our Lead-
ing Citizen' patronizes our foun-
tain," etc.
The increased revenue to the
newspaper should win a lot of free
publicity. And if the merchants
(Continued on page 02)
"One Clear Call"
(Continued from page $5)
For handbills simply use the out-
lines of the hooded rider as repro-
duced in the press sheet advertise-
ments with the copv : "ONE
CLEAR CALL. AT THE
TODAY."
, * * *
"No. sub, I ain't seen no food,
boss. Mali stomach's been asking
i £ mah throat's cut."
Old in the service of years the
darkey characters whose introduc-
tion features the comedy relief of
the picture offer an opportunity for
an infrequently used prologue — the
minstrel show. The locale of the
picture is in an Alabama village.
The characters are typically south-
ern.
Fancy the psychological effect of
preparing the audience for such a
feature picture with darky melo-
dies, a few quips to recall Lew
Dockstader and a pun or two for
M Jolson and Eddie Cantor. It
can be done.
ifc a|s
We offer still another prologue
suggestion in the still showing the
leading members oi the company,
including, from left to right : Henry
H. Walthall, Shannon Day, Louis
B. Mayer, John Stahl, Claire Wind-
sor and Milton Sills.
The idea has been used in vaude-
ville before, notably in the Ger-
trude Hoffman road troupe of al-
most a decade ago. We do not
recall that it has been used in pic-
tures. The only unfortunate part
of it is that it is limited to houses
able to stage prologues on an elabo-
rate scale. Here's the idea :
Have impersonators for these
people come in and tell, in quatrains
or blank verse, the part they play
in the making of the picture, with-
out, of course, giving away the plot.
The value of such an idea, outside
of its novelty, would seem to lie in
the personal touch of the audience
— the feeling that the spectators are
being taken behind the scenes and
introduced to motion picture pro-
duction.
* * *
If you have the slightest bit of
human sentiment among your pat-
rons the mother love theme is going
(Continued on page 02)
ILLUSTRATING A WATER-
MELON CONTEST SUOGEbTION
June 24, 1922
EXHIBITORS HERALD
87
Application of Exploitation
by tlie American Th eatre
AN ILLUSTRATED DEMONSTRATION
Tj ROFESSIONAL producers
of exploitation Tor the
American theatre proceed
with confidence born of the
knowledge that such exploita-
tion as they offer will be ap-
plied by American showmen
and, more encouraging, comple-
mented by original endeavor.
In the four pages of which
this is the first application of
both ready-made and original
exploitation is graphically
shown. Many exceptional ideas,
worth much money to any box
office, are included.
Exhibitorial cooperation and
professional initiative have
made possible the splendid effi-
ciency attained in the exploita-
tion branch of the motion pic-
ture industry.
THE GISH TWINS, in reality twin misses well known in Spokane, shopped
endlessly in the stores of that city while "Orphans of the Storm" was in exhibi-
tion at the Clemmer theatre. The phaeton which bore them, attended by be-
wigged attendants, carried out the note of quaint dignity sounded by girls and
costumes. The photographs merit detailed study. The United Artists produc-
tion is reported as attracting capacity business throughout the run and proving
"entirely satisfactory in every way." Xo more clean cut exploitation has been
reported to date in connection with the widely exhibited attraction.
A DIMINUTIVE DUSKY ROMEO
sang a protracted "Serenade" to an
equally dusky Juliet who listened on
her very modern balcony prior to and
during the run of that First National
attraction at the Strand theatre, Cres-
ton, la. At night spotlights added a
touch of very modern romantic atmos-
phere. It cost F. Metsger, manager,
$10. It caused much laughter, com-
ment and business.
88
EXHIBITORS HERALD
June 24, 1922
The Orient Is Popular — Matrimony by No Means
A Failure — Window Twins — P. A. Fisticuffs
JUST COMPOBOARD, this lobby of the Empress theatre, Lansing, Mich., but it brings from screen to street the
atmosphere of "Dream Street," United Artists production of some age, which recently concluded a highly successful run
at that playhouse. Very useful, this compoboard.
13 UNLUCKY? Not in the case of
13 Salt Lake City merchants who com-
peted for the cup offered the producer
of the best window display answering
the titular question of Paramount's "Is
Matrimony a Failure?" ' All made
money, including the Empress theatre.
In the first of the three windows
shown a "prologue" was enacted on
the small stage at the back. In all
cases the reply to the question was in
the negative. It's a good title to work
with. There's a "Theatre Letter"
about it in this issue.
MORE GISH TWINS, wax ones this time, aided in
advertising "Orphans of the Storm" for the Empire theatre
at Salem, Mass. The Gish window's popularity stamps it
an exploitation idea of the first rank.
IT COST ONE PHOTOGRAPH, shown above, for
the Kansas theatre to break into the newspapers with an
illustrated story of how Universal^ "The Leather Pushers
had led girl employees to take up boxing.
Tune 24, 1922
EXHIBITORS HERALD
89
The Picturesque Pays — Good Advertising Worlds
Two Ways — A Very (<Fair Lady" — 'Tine' Idea
BRAZEN PIRACY, mounted on a truck and paraded openly, drew interest NATION-WIDE adoption of the
to the showing of Goldwyns Y ellow Men and GoW at the California theatre. window iece advertising the Xew
Los Angeles. Pirate bold, maiden fair and wiley Oriental just about picturize Vork run of .<The Crossroads of Xew
Adventure. Vork" is to be expected. It helps both
window and theatre.
AN EIGHT-BY-TEN still, enlarged
to a height of twelve feet and hand A FIVE-DOLLAR FINE was considered reasonable as the cost of the
colored, mounted the Randolph, Chi- radio-truck stunt advertising "Foolish Wives" for the Wichita theatre. Wichita,
cago, marquee during the run of Kan. Louis Kramer, of Universal, did the promotional work. The stunt
"Fair Lady," LTnited Artists feature. prospered.
90
EXHIBITORS HERALD
June 24, 1922
Advertising Advertised — Meighan Continues as
"Daddy" — A Summer Picture — Flowers Tickets
POTENTIAL ADVERTISERS, 300 strong, responded
to the appeal of the Meyers theatre, Janesville, Wis., for
signs to advertise "Beyond the Rocks," Paramount picture.
The idea has double value. It's good as an exploitation
<tunt. It attracts sharp and lasting interest to theatre ad-
vertising. It can be adapted generally and widely varied.
There's money in it.
THE TIE-UP NEAT describes the above photo
showing Thomas Meighan, star of Paramount's "The
Bachelor Daddy," in the lobby of Loew's Warheld theatre,
San Francisco, on the opening night. Thi? policy of open-
ing new theatres with film stars in attendance has become
almost general, begetting good results always. It's good
showmanship, good theatre, good screen.
DESERT, HEAT, SUMMER, the ideas associate naturally and give force
to the type of exploitation in vogue where Yitagraph's "The Sheik's Wife" is
being exhibited. The photos show lobby and front of the Rialto theatre,
Jamaica, N. Y. Exploitation and pictures of this character are extremely
valuable in the torrid period.
PARAMOUNT short subjects were
shown at a Memorial Matinee at the
Branford, Newark, admission to which
was by plant only. All of Newark's
heroes' graves were decorated. It was
a Paramount idea.
June 24, 1922
EXHIBITORS HERALD
91
Whitfield's Lobby
His Studio
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir :
I am enclosing some photos and
other material used on "Turn to the
Right."
The photo I sent you last week
of the window on this production
was an advance showing which we
used for several days before the
picture opened, so on last Saturday,
two days before playing date, I
changed the window with permis-
sion of the light company and am
enclosing photo herewith. The
rainbow effect in the center of the
window is a color wheel attached
to a fan (placed behind the box)
and the foreground is a painting.
The large cutout of the child on
the right holds a pinwheel which
spins in the air blown from the fan
at the extreme left of the window.
The color wheel and pin wheel give
life and motion to the display. You
will note the cutout of the girl and
buzz-fan tacked on the floor of the
window. The top of the fan was
left untacked sc as to blow up ana
down in the breeze of the fan at
the left. The bottom of the two
cutouts were dated, "Queen, Mon-
day and Tuesday," but did not show
up in the photo. Note the banner
at the top of the window.
The traffic post in the Kodak was
hooked up with a motor and re-
volved all day and evening. Each
side was lettered differently except
the two sides in view.
The old wrecked Ford may not
tie up with anything in the picture,
but I wanted to keep down expense
and also have something in my
lobby, so tied it up with the title of
the picture. It created more com-
ment and attracted more attention
than one would think
Cordially yours,
R. P. WHITFIELD,
Queen Theatre, Abilene, Tex.
* * *
DEAR MR. WHITFIELD:
Funny about that Ford. It got first
attention from us as we opened your
envelope and the pictures tumbled out
on the desk. Must be one of those un-
expected things that make this business
SEE Mr. Whitfield's letter for details.
SEE Mr. Lewis' letter for explanation.
92
EXHIBITORS HERALD
June 24, 1922
most interesting of the industries. Good,
is our opinion.
And the window stuff — somebody will
invent a motion-color photograph one of
these days (anything is possible) and
then it won't be necessary to write the
brilliant descriptions you do. Until then,
which will be quite some time, probably,
don't stop the good work. You write
them so well you leave us no room for
comment. Which is as it should be r
which explains the inauguration of "The-
atre Letters" as a feature of this depart-
ment.—W. R. W.
THEATRE EDITOR,
Exhibitors Herald.
Dear Sir:
1 am enclosing three photographs
of an exploitation stunt which I
used on the Paramount picture, "Is
-Matrimony a Failure?" This man
is a professional in this line of work,
taking parts of wax figures and me-
chanical men, working both in the
lobby and on the street for this
stunt.
He does not work the theatres,
but mostly windows of clothing
stores. However, I found he was
in town and had him do the me-
chanical man for the theatre. He
had a couple of uniforms he used,
one of them a clown suit which at-
tracted more attention than the one
he is wearing in the photo.
One of the photos shows the large
crowd that gathered in front and
in the lobby during one of his per-
formances. It was the first time
that "the natives" of Connersville
had ever seen anything of this kind
and, to put it plain, he "knocked
them off their feet." The crowds
would gather across sidewalks and
street.
Of course this brought us added
business and was the talk of the
town — which is a great thing to
have talking about your theatre.
Very truly vours,
C. F. LEWIS,
Lyric theatre, Connersville, Ind.
* * *
DEAR MR. LEWIS:
The "Herald" reviewer who reviewed
"Is Matrimony a Failure '!1" seems to have
hit it off pretty well as an exploitation
picture. It's getting good treatment
everywhere. A battery of window dis-
plays which ask the question and reply
in the negative, incidentally advertising
various products, is reproduced on an-
other page of this department.
Your appropriation of the professional
gentleman's talents is up-to-lhe-minutr
enterprise. That sort of thing invariably
brings about the sort of results you men-
tion. It is necessary to do two things
well to succeed in this business — to thin I
and to ivork. You've got the recipv. —
W. R. W.
'Our Leading Citizen"
(Continued from page 86)
FOR THE LYRIC
\
X
*1 1 TURN
f
/
m ' wi
FOR THE QUEEN
are hooked in right they ought to
be willing to go in for the pee-rade.
The Division of Exploitation
suggests a lobby which should be
easy to make. A speaker's stand
is erected in the center, bannered
to the effect that "Our Leading
Citizen will speak tonight." If the
manager wants to do something
novel, he can invite some of
the political candidates to make
speeches about the time of the sup-
per show. The candidate should
talk around six o'clock and get the
folks who are down on the streets.
After he is through with his vote-
pulling they will be left high and
dry without any place to go. So
chances are they will go inside the
theatre.
It would be unwise to let the
speech-making go on during the
eight and nine o'clock perform-
ances because it might spoil the
audience's entertainment. But
around supper time, it would prove
a magnet for those hundreds and
(.Concluded on page 109)
"One Clear Call"
(Continued from page 86)
to be a sure appeal. The still of
mother and child gives an inkling
of the tenderness of this undercur-
rent in the plot. Such a still offers
a commendable window display tie
up for children's wear or for a
special advertising appeal to moth-
ers.
Regarding still No. 5, the infor-
mation doesn't even credit the own-
ership of the comely ankles, and it
cannot, by any stretch of imagina-
tion be associated with an indispen-
sable part of the plot. However,
the idea of ankle straps, belts or
bands (whatever their correct ap-
pellation may be), is one suggestive
of a short skirted street stunt artist
or a window tie up with stores
dealing in the article.
Provided the local atmosphere is
propitious it might be interesting
and exploiteeringly profitable to
have local aspirants to fame photo-
graphed in simiiar manner and offer
passes or prizes to the first person
correctly identifying the owner of
the ankles so photographed.
* * *
For the last exhibit there has
(Concluded on page 109)
June 24. 1922
EXHIBITORS HERALD
93
NEWSPICTURES
\\7 ' ITH a view to giving the exhibitor a better understanding of the importance of the
VV News Weekly, to himself and to his public, and also for the purpose of providing
ways and means whereby the exhibitor may apply better exploitation to his News Reel
feature, the "Herald" has established this department.
A SHOWMAN'S
DUTY TO THE
NEWSPICTURE
ON another page of this issue,
under the head, "'Exhibitors
Speak — Pr jducers Listen — Pictures
Improve," a concrete analysis of the
method by which theatre men inform
picture makers of their needs is pre-
sented. The giving of such informa-
tion is, of course, no more than the
exhibitor's duly to himself and to his
trade.
Although little has been done along
this line in connection with the news-
picture, like conditions govern. Like
improvements can be effected.
Some years elapsed between the in-
ception of this industry and the ac-
tive entry into this work by exhibi-
tors. That phase of its history should
not be repeated with the news reel.
* FINAL EXTRA *
KINOGRAMS. No. 2152: Annapolis Graduates
400 Midshipmen — W. Hoover Wins Golf Trophy
at Philadelphia — Cavalry of Russia's "Red Army"
in Action — Yank Gobs Beat British Tars in
Cutter Races on Potomac — Army Officers See
Big (iuns in Action at Aberdeen. Md. — Kansas
City Red Cross Holds Water Field Day— Boston
Artillery Company Holds 284th Annual Review
— One Mile Dirt Track Record Lowered in In-
dependence, Mo., Races — Wild Chicken Thieves
Captured Near Lexington, Mass. — Field Marshal
French Returns Home — Los Angeles Welcomes
Dempsey — Review of Pictures Showing Lillian
Russell as She Sailed For Europe on Recent
Voyage — Los Angeles Has Hen With Wooden
Leg — Minneapolis Unveils Memorial to Naval
Heroes in World War.
No. 2153: Reorganized Russian Army Greets
Chief — Thousands Attend Last Rites For Lillian
Russell — Steamer Wrecked in Night Crash off
Altoona, Wash. — 2,000 Veterans Guests at White
House — New Version of C heckers Played at Lake
Ropatcong. N. J. — George Arlis Sails For*
Europe — San Francisco Club Sells Willie Kamm
to White Sox — Elsie Ferguson Goes to Europe.
PATHE NEWS, No. 46: Secretary Roosevelt
Addresses Graduating Class at Annapolis — Chinese
Work for Relief of Famine in Russia — Army
Officers See Gun Test at Aberdeen, Md. — Hono-
lulu Shriners Embark for America — Oklahoma
City's Colored Kiddies in Pageant — Cartoon —
American Balloonists Compete at Milwaukee-^
Italian Rulers Visit Trieste — Indoor "Sea Battle
Staged at Royal Naval School, Portsmouth, Eng-
land.
No. 45: Murphy Wins Indianapolis Motor
Classic— Sacramento' Crowns "King of Whiskers"
— Colorado River Breaks Levee — Catholics
Gather at Rome for Eucharistic Congress —
America Pays Homage to Great Emancipator.
SELZNICK NEWS, No. 1047 : Thousands
Line Banks of Danube to See Annual Jousting
Contests — Boston Elephants Get Annual Bath —
West Point Horse Show Opens — Roman Pop-
ulace Attends Mass at Eucharistic Congress in
Rome — Connecticut Patriarch Is Peddler — Violet
MacMillan Wears Shoes 6</2 inches Long-
Lillian Russell as She Appeared Upon Return
From Last European Trip — Arthur William
Brown Picks Prettiest Girl — What German Girls
Will Wear This Summer — Princess Marie of
(Concluded on page /oo)
THE NEWSPICTURE
STUDIO
THE WIDE WORLD
rHE following ornate exposition of simple newspicture attributes is
presented as in keeping with the spveial character of this issue of the
"Herald" and for the use of exhibitors in house organ and other literature.
It is suitable, also, for publication in the motion picture department of any
newspaper. A Sunday edition is suggested.
The World is the Newspicture Studio.
"Old Sol" is its Kleig light battery.
Mountain plateau, Desert flat, Ocean bed and Cloud bank are among its un-
numbered Stages.
Fate writes its Scenario.
Destiny directs.
Humanity is its Star and its Stock Company.
Newspictures Are Always Good Pictures.
Utter fidelity to Life is the Newspicture's distinctive attribute:
Its Drama is the incomparable Fiction of Fact;
Its Humor is the unimaginable Irony of Reality;
Its Melodrama is the miraculous matchwork man makes of Exist-
ence;
Incomprehensible Coincidence, inexplicable Death, inexorable Justice,
illimitable Mystery — these are implements of entertainment and en-
lightenment in the Newspicture's Production Equipment.
Ineffaceable historical record perpetuated by the Newspicture gives it pass-
port to the realm of Civilization's benefactors. Obliterating the murky pane of
printed eloquence, it reveals with identical perfection martial millions in titanic
combat and the solitary scientist in his snail's crawl to victory over the inscrutable.
These and all that ranges between it recreates instantly and forever for Man.
By grace of the Newspicture Tomorrow's Man will view in detail the building
of Today's pyramids, the burning of Today's Rome, the death sally of Today's
Armada Tomorrow's Woman will witness at first hand the triumph of Today's
Joan of Arc, the heroism of Today's Barbara Frietchie, the disaster of Today's
Cleopatra.
The World is the Newspicture Studio. In it the work of Production began
with the invention of the Motion Picture and will continue until the dawn of Doom.
All transpiring between the Newspicture preserves intact for the last Man.
The Newspicture has made Time perpetuable.
94
EXHIBITORS HERALD
June 24, 1922
DIGESTo/PICTURES / t/ieWEEK
THE National Committee for Better Films, a de-
partment of the National Board of Review, which
numbers more than 150 skilled volunteers having
no connection with the motion picture industry, sends
out each month a list of pictures reviewed and selected
which in its judgment are suitable for adults, children,
churches, social workers, educators and exhibitors.
The committee's aim and slogan is — "Selection — not
censorship — the solution" for improvement in picture
programs.
Among the pictures especially recommended on
the May list are "Cold Feet," a Christie comedy, dis-
tributed by Educational; "The Fast Mail"; "One Clear
Call"; "Sonny"; "The Men of Zanzibar"; "My Wild
Irish Rose"; "The Stroke of Midnight"; "Nanook of
the North"; "If You Believe It It's So"; "One Man
Reunion" and "Fools First."
The Committee's list is divided into four classifi-
cations and besides the above mentioned features con-
tains many films suitable for juveniles, young people
between the ages of 12 and 16; adult audience pictures
and those recommended for the family group. Biblical
pictures, comedy, cartoons, educational subjects, and
scenics are reviewed as well as the feature length films.
A very complete list and a valuable one. — J. R. M.
"OVER THE BORDER" (Paramount) is a swiftly
moving, well filmed picture based on the liquor smug-
gling industry. It was directed by Penrhyn Stanlaws
and was made from Sir Gilbert Parker's story "She of
the Triple Chevron." Betty Compson and Tom Moore
have the leading roles.
"GOLDEN DREAMS" (Goldwyn) is a thrill ro-
mance written by Zane Grey. It was made by the Ben-
jamin B. Hampton company and is well above the
average in entertainment value. Claire Adams and
Carl Gantvoort have the leading roles. A good hot
weather attraction.
"THE STROKE OF MIDNIGHT" (Metro) is an
intensely interesting and dramatic production, which
should prove a good box office attraction for those who
seeks films with a serious thought. Many novel effects
are produced by double exposure. It was made by
the Swedish Biograph company.
"THE WOMAN WHO WALKED ALONE"
^Paramount) adapted from a story by John Colton,
"The Cat That Walked Alone" presents rather familiar
material. It is an English society story, with the final
scenes laid in South Africa. Milton Sills, Charles Ogle,
Maurice Flynn, Wanda Hawley, John Davidson and a
number of other well known players appear opposite
Dorothy Dalton in this George Melford production.
"WHEN THE DEVIL DRIVES" (Pathe) is a
well handled but sordid story concerning a jealous
woman, a cabaret proprietor, a stabbing scandal and
the ultimate happy denouement. Paul Scardon directed
and has made an interesting and entertaining story out
of what might easily have been objectionable material.
"NO TRESPASSING" (Hodkinson) gives Irene
Castle opportunity to display some pretty gowns and do
does some real acting as well. It is a Cape Cod story,
concerning a headstrong youth who owns a lane that
he will not sell but who is won over through love.
Several original twists and beautiful sea coast scenes
keep the interest and atmosphere of this Joseph C.
Lincoln romance intact.
"THEY LIKE 'EM ROUGH" (Metro) is light
comedy-drama bordering on the improbable at times.
As a vehicle for Viola Dana, however, it answers every
purpose and should make acceptable hot weather en-
tertainment. Harry Beaumont directed it.
"LIGHTS OF THE DESERT" (Fox) brings
Shirley Mason to us in the role of a stranded trouper,
who finds love and protection in the arms of an oil
magnate in the South West. The story works up to a
strong climax from a very conventional start. Allen
Forrest is the hero with James Mason and Andree
Tourneur in support. Harry Beaumont did the direct-
ing. It is five reels in length.
"AFRAID TO FIGHT" (Universal) is a story of
an ex-soldier-prize fighter. It makes excellent enter-
tainment and gives Mayo one of the best roles that he
has had for some time. Humorous sub-titles and a
pleasing trend to the story hold interest from start to
finish. Five reels in length.
"SOUTH OF SUVA" (Realart-Paramount) is
better than the average South Sea melodrama. Mary
Miles Minter and Walter Long carry the burden of
story and action capably. Picturesque backgrounds
seemingly genuine, lend logic to plot incidents of un-
usual nature. The result is a swiftly manipulated nar-
rative qualified to give good satisfaction in almost any
theatre.
SPECIAL CAST IN
THE STROKE
OF MIDNIGHT
(METRO)
An intensely interesting dramatic
production which should prove
entertaining to theatre-goers and
furnish them with much food for
serious thought. Many of the ef-
fects are brought about by dou-
ble exposure, which is excellently
done. Six reels.
Just why the title, "The Stroke of Mid-
night" should have been selected for this
remarkable psychological study is hard to
understand, because it stresses one of the
incidental themes of the photoplay rather
than expresses the general purpose of the
film. The picture, which was imported by
Metro, is an intense, holding story depict-
ing the regeneration of a quarrelsome
vagrant through a nightmare.
The nightmare is depicted by double ex-
posure, showing the "Cart of Death," which
must be driven by a person who died on
New Year's eve at midnight, but even more
gripping is the development of the central
character as he sinks again and again into
the vagrant class and does not respond to
the exterior influences exerted upon him.
Victor Seastrom, one of the leading
actors of Sweden, plays the vagrant and
also directed the. filming. The picture was
made by Swedish Biograph. The picture
opens with the vagrant leaving prison and
returning to his former home. Finding his
wife and children have moved away he be-
comes sullen and forgets his vow of
reformation. He hates humanity, and while
he will accept food and lodging, spurns the
extra kindnesses bestowed upon him at a
rescue mission. His clothes have been
patched while he slept but the misanthrope
tears them off and laughs in the faces of
the women who helped him.
A reconciliation is brought about between
the derelict and his wife and children, but
his bitterness soon comes to the surface,
and he again seeks out his boon compan-
ions— drunkards and gamblers. On New
Year's Eve he hears in a tavern the legend
of the cart of death — that he who dies on
that night must gather in all the dead for a
year on land or sea, in palace and hovel.
In a quarrel in a churchyard he is
knocked unconscious and his spirit joins the
driver of the cart — one of his vagrant
companions — on the weary rounds. The
cart stops before his own home and he —
as a spectre — sees his wife preparing the
potion that will end three lives, her own
and the two children's. He stands help-
lessly by, conscious that he must be the
driver who awaits the release of the three
spirits.
The story turns back to the graveyard
where he is lying prone upon the ground.
He becomes conscious again and hastens
to those he really loves — his regeneration
brought about not by exterior forces but by
the terrors of his own imagination.
A scene from "Over the Border." (Paramount.)
SPECIAL CAST IN
OVER THE BORDER
(PARAMOUNT)
This is a swiftly moving, well
filmed romantic picture based on
the smuggling of liquor across
the Canadian border, with the
daughter of the chief bootlegger
as the heroine. Excellently di-
rected by Penrhyn Stanlaws.
The country turning to prohibition has
not prevented the films from finding in-
teresting material for stories in the
handling of the forbidden stuff — as for
instance "Over the Border," the Para-
mount picture with Betty Compson and
Tom Moore, which was filmed from Sir
Gilbert Parker's story "She of the Triple
Chevron."
Penrhyn Stanlaws, who directed th>
production, is fast coming to the fore
as an artistic director with a fine ap-
preciation of dramatic values, and has
made an exceptionally interesting picture
in "Over the Border." The production
has an added interest in that it is the first
Paramount production in which Tom
Moore appears.
Betty Compson plays Jen, daughter of
a bootlegger on the Canadian border,
and Moore appears as Sergeant Tom
Flaherty of the North West Mounted.
The young people are in love and the girl
often begs the young officer to give up
his job as policeman. Moore has secretly
asked for his discharge but the drama
happens at a time when he is still bound
to uphold the laws.
While Jen is riding home through the
snow one night she is mistaken for a
spy of the moonshiners and fired upon
by the police. She returns the fire and
wounds an officer's horse. The trail
leads to her home and the police follow
— Tom arriving at the bootleggers' camp
about the same time and seeking to
divert suspicion from the girl. Her
father and brother are arrested and the
girl turns from her lover in anger. The
prisoners are freed on bail and plan to
ship the liquor across the border into the
United States and forfeit their bail.
A spy is shot by Jen's brother and
Flaherty is sent to follow the slayer
through a blizzard. Stopping at Jen's
home he is drugged by her father but
the girl carries Flaherty's sealed orders
to the headquarters post. Flaherty fol-
lows and pretends that he has authority
to take the prisoner back with him; then,
his commission having expired he tricks
his former fellow officers and aids the
girl's brother to escape, thus bringing
about a reconciliation with the girl he
loves.
"Over the Border" is fine entertain-
ment. The names of Miss Compson and
Tom Moore, coupled with Stanlaws as
director and Sir Gilbert Parker as author,
provides excellent material for exploita-
tion.
IRENE CASTLE IN
NO TRESPASSING
(HODKINSON) |
Several original twists in this pleas-
ing little romance make it rank
high as screen entertainment.
There is strong story interest and
a thoroughly satisfactory love
theme running through it. Di-
rected by Edwin L. Hollywood.
Seven parts.
This adaptation of Joseph C. Lincoln's
story "The Rise of Roscoe Paine," a story
of Cape Cod, makes a dramatic and alto-
gether pleasing vehicle for the "peppy"
Irene Castle. The development of the
plot has been well handled and the cast-
ing and direction is such that you feel
that the characters are r-al human beings
doing natural, earnest things.
The story concerns Roscoe Paine, who
lives with his mother, an invalid, in a fish-
ing village. Roscoe owns a lane leading
to the shore, which skirts the wealthy
James Colton property. Mabel Colton
and her father and mother arrive at the
village and the fish carts passing annoy
Mrs. Colton. Colton thereupon tries to
buy the lane but Roscoe refuses to close
it to his friends and neighbors. Roscoe
and Mabel become friends when he saves
her from a runaway horse. Victor Car-
ver, a suitor for Mabel's hand, attempts
to ruin Colton in a stock deal, but Roscoe
engineers a counter stock deal during
the illness of Colton, which saves his for-
tune. He also sells the lane to Colton
to save his friend, Davis, cashier in the
local bank, from disgrace. The towns-
people attempt to run him out of town
until the truth is known and he is vindi-
cated by Mabel and her father.
An excellent cast appears opposite
Miss Castle and the acting through is of
a high quality. Howard Truesdale ap-
pears as Colton, Ward Crane is Roscoe
Paine and Al Roscoe is Carver.
96
EXHIBITORS - HERALD
June 24, 1922
SHIRLEY MASON in a scene from "Lights of the Desert,'
(Fox)
a story of the oil fields.
VIOLA DANA IX
THEY LIKE
'EM ROUGH
(METRO)
As light comedy-drama this is a
good example. Those interested
in Miss Dana's work will find it
pleasing with its variety of emo-
tions. It has its humorous as
well as dramatic moments. Di-
rected by Harry Beaumont. Six
reels.
There is very little characterization to
"They Like 'Em Rough" nor is the story
a convincing one nor very original.
Shakespeare beat Metro to it by a few
hundred years in picturing a lady who
objected to being "bossed," who has a
mean disposition, and whose first name
was Katherine. That's the plot of Miss
Dana's latest vehicle, while it has its in-
consistencies, such as the marriage
license incident, it nevertheless is good
entertainment.
Appearing opposite the tempestuous
Viola, there are Hardee Kirkland, as
Richard Wells, her husband; Knute
Erickson, as Dr. Curtis; W. Bradley
Ward, as Pete, a guide; Elsa Lorimer, as
Mrs. Curtis and Colin Kenny as "Wad-
die." The shots around a lumber mill
and in the deep woods give the proper
atmosphere to the Northwoods scenes,
while the interiors are correct in every
detail. There is a certain mechanical
touch to the production but it is well done
and above the average of its type.
Katherine goes away to school, as does
her childhood sweetheart, Richard Ward,
and they do not see each other for seven
years. Katherine has written him once
each year, but Dick has kept up a steady
correspondence. Finally she becomes
' iu;.n" 'I and is about In marry W'aildic.
a friend of the family. Dick decides to
attend the wedding and arrives from the
lumber camp where he is superintendent
a few hours before the ceremony. He
is accosted by Katherine in an auto-
mobile as she is running away from the
house, and she offers him $100 if he will
marry her at once. He agrees, not dis-
closing his identity (he is wearing a
beard) until after the ceremony is per-
formed. Then he rushes her off to his
camp and there makes her cook his meals
and do the housework. Finally, when
he is seriously injured by striking em-
ployes, Katherine comes to her senses
and there is a happy family reunion when
Dr. and Mrs. Curtis, her guardians, ar-
rive upon the scene.
SHIRLEY MASON IN
LIGHTS OF
THE DESERT
(FOX)
This is a love romance of the oil
fields with the pleasing Miss
Mason at her best. A very cap-
able cast appears in support,
headed by Allen Forrest. The
climax is well handled and worth
waiting for. Directed by Harry
Beaumont. Five reels.
From a very conventional beginning
this story works up to a fine climax in
the final reel and out of rather thin ma-
terial Director Beaumont has evolved a
first-rate little comedy-drama.
Shirley Mason appears in the role of
Yvonne Laraby, member of "Merrie Blue
Belles" company, which is stranded in
Colt City, an oil centre. The troupe
raises money and returns to San Fran-
cisco, all but Yvonne, who is persuaded
to remain behind by Andrew Reed, who
has fallen in love with her. She secures
work in the office of Clay Truxall, an oil
magnate, and there develops the usual
triangle love affair. Workmen become
dissatisfied with Truxall's methods and
are about to tar and feather him and run
him out of town. Yvonne learns of the
plot, escapes from the embraces of an
unwelcome visitor at her home, and
saves Clay from the mob long enough
for the sheriff to arrive and disperse the
crowd. She then declares her love for
Clay.
Allen Forrest is well cast as Clay
Truxall and puts spirit into his work and
the others of the company were capable.
The scenes around a small town gave the
proper atmosphere and there was good
character drawing. Altogether a pleas-
ing little romance.
SPECIAL CAST IN
GOLDEN DREAMS
(GOLDWYN)
In "Golden Dreams" a thrilling ro-
mantic picturization of one of
Zane Grey's red blooded stories,
Benjamin B. Hampton has pro-
duced a program picture away
above the average, and one that
should prove a good box office
attraction.
Beauty in distress, rescued from sin-
ister villains by a likable hero, is not a
new theme by many thousands, but so
interestingly is the story put over in
"Golden Dreams" as to make the spec-
tators almost forget that they had seen
the like before.
The scene is laid in a mythical Spanish
state in America, where the Countess de
Elberca, a Spanish lady of the old school,
owns a large royal grant of land upon
which oil has been found. Mercedes Mc-
Donald, niece of the countess, who has
been reared in American schools, returns
to her aunt's home and falls in love with
Sand}- Buchanan, a dashing young
Scotchman, who is developing the aunt's
oil fields.
Don Felipe, a neighbor, conspires with
his nephew, the Duke of Othomo, for the
latter to wed the niece, and by inheriting
the oil lands, ward off discovery of the
fact that he has misappropriated funds
and is in imminent danger of arrest and
consequent disgrace. The aunt approves
the Duke's suit, and uncle and nephew
decide to get rid of the girl's accepted
lover by arranging his demise.
In the first attempt on his life a mis-
take almost proves fatal to Mercedes'
brother Enrique, who is seriously injured.
Don Felipe skilfully makes it appear that
Buchanan is responsible for Enrique's
injury and inflames the Spaniards against
him.
In the meantime the aunt has locked
Mercedes in a tower of the castle from
which she is rescued in a thrilling manner
by the Scotchman, who, chased by a mob
of Don Felipe's raising, seeks refuge with
the girl in an old inn. Here another at-
tempt is made to kill the Scotchman, and
after a fierce fight in which the lovers
are aided by a traveling American circus,
the attackers are worsted. During the
battle the circus animals are turned loose
on the mob, the villains are killed and
everything ends happily.
As the heroine, Claire Adams is all that
could be desired, and Carl Gantvoort is a
sufficiently dashing hero to satisfy the
most captious admirers of dashing and
hard-fighting heroes. The remainder of
I he cast, which includes Rose Dione,
Audrey Chapman, Ida Ward, Norn's Mc-
Kay, Bertram Grassby. Frank Leigh,
Pomery Cannon and little Mary Jane
Irving, are all good.
The direction shows careful work and
the photography is exceptionally good.
All in all, "Golden Dreams" is more than
entertaining and will undoubtedly prove
a good hot-weather attraction.
June 24. 1922
EXHIBITORS HERALD
97
DOROTHY DALTOX IX
THE WOMAN WHO
WALKED ALONE
(PARAMOUNT)
An English society drama, splen-
didly cast and beautifully staged,
but depending upon the old tri-
angle situation and overdrawn
coincidence for its punch.
Adapted from the story "The
Cat That Walked Alone" and di-
rected by George Melford, super-
vised by Penrhyn Stanlaws and
Thomas Buchanan. Six reels.
The principal merit in this production
lies in the acting. The story follows
conventional lines and suffers for want of
novelty in situation and is at times
tedious.
For the most part it is trivial and fails
to convince because of several illogical
situations. With a cast numbering such
very well known players as Milton Sills.
E. J. Radcliffe, Wanda Hawley, Fred-
erick Vroom, John Davidson, Charles
Ogle, Maurice "Lefty" Flynn, 'Mabel
Van Buren, Cecil Holland and Maym
Kelso, it is regrettable a drama more
suited to their talents was not provided.
Its situations are mechanical, and it taxes
one's credulity at times, especially when
a turn of the story shifts to South Africa
and we find Lady Iris Champneys the
proprietress of a hostelry in a little bor-
der town.
The camerawork throughout is excel-
lent and the atmosphere of the piece is
well preserved in sets and exteriors.
However, there seems to be but one situ-
ation to all English stories — the im-
poverished but proud father and mother
anxious to have their dutiful daughter
marry the wealthy, but old and cranky.
Earl. It has served many times of late
as the basis of English stories.
Iris Champneys is forced into an un-
welcome marriage by her penniless
parents and almost immediately he di-
vorces her when he discovers her in the
room of one of his guests, where she had
gone to recover some letters belonging to
her sister. She has met casually Clement
Gaunt, an ex-American ace, who is em-
ployed as chauffeur by a neighbor.
Gaunt loses his job and goes to Soufh
Africa where, while employed by a Boer
farmer, Schriemann, he became involved
in an unsought and compromising sit-
uation with the Boer's wife. In a fight
with Schriemann, the latter is shot by his
dusky wife. She throws the blame upon
Gaunt and he hides in the mountains.
While replenishing his supplies he comes
upon the exiled Iris, now the proprietress
of a hotel, where the mounted police
congregate. Iris is informed by Mombo,
a former employe of Schriemann's, that
Gaunt, or "Yankee Jim," is a murderer.
She sends for MacKenny. head of the
mounted police, and they arrest Gaunt.
Iris has learned he is not a murderer and
agrees to marry him if he is set free,
or he is to submit to arrest, upon the flip
of a coin. Iris wins and marries Gaunt,
but MacKinney is not satisfied and trails
them when they try to escape. There is
a long chase scene, Gaunt is caught and
Iris forces a confession from the Boer's
wife, bringing about the happy ending.
Miss Dalton wears a blonde wig, and
thus is made to look like Wanda Haw-
ley's sister in the picture.
LEAH BAIRD IX
WHEN THE
DEVIL DRIVES
(ASSOCIATED EXHIBITORS)
A rather sordid story with difficult
situations well handled. The
principals are well cast and the
picture is well dressed and well
directed. Numerous points offer
excellent opportunity for teaser
campaign and advertising matter
especially directed to women.
Five reels.
Glossing over a series of rather difficult
situations and emphasizing the mental
evolution of two women in a triangle love
affair, Paul Scardon, director, has taken
a rather sordid story and made what
might have been objectionable into ac-
ceptable entertainment.
Leah Baird is cast in a role similar to
those of her most successful pictures — a
woman jilted by the man she hoped to
marry, who after bitterness passes, re-
forms her mode of living, finds happiness
in the love of another man and assists
her former sweetheart to right himself
with the "other woman."
Most of the high points are staged in
the Dutch Mill, a cabaret forming the
background for the drama. A jail scene
is well done and adds much not only to
the entertainment but the exploitation
value of the picture as well.
There is a wealth of material in the
picture for the clever advertising man.
Leah Baird as Blanche Mansfield is
jilted by Robert Taylor, who tells her he
is to marry Grace Eldridge. On the eve
of the wedding, Blanche stabs Taylor.
He recovers and refuses to prosecute at
the insistence of John Graham, a cabaret
proprietor who is in love with Blanche
and befriends her. Grace flees from the
scandal and enters social work under an
assumed name. She meets Miss Mans-
field, who has also taken an assumed
name to avoid the scandal. They are fast
friends until Taylor meets them both
and reveals to them who they really are.
Grace in anger shoots Blanche. The
wound is not serious and Grace immedi-
ately repents. The story ended with
Blanche marrying Graham, and Grace
marrying Robert Taylor.
MARY MILES MINTER IX
SOUTH OF SUVA
(REALART-PARAMOUNT)
A South Sea Island picture minus
shipwreck and plus genuine-look-
ing backgrounds. Also a story
that tracks and occasionally
touches new ground. A bit
"spotty" as to merit but above the
latter-day Realart average on an
average. Frank Urson directed.
It is in five reels.
Suva, a city in the Fiji Islands, and the
plantation country to the Southward is
convincingly presented in the melodra-
matic story that takes its title from this
locale. Scenic investiture is of real value
to the picture.
Mary Miles Minter is good in the lead.
Walter Long is his brilliantly brutal best
as heavy. John Bowers averages well
with few chances as male lead. Save the
actor portraying eccentric professor in-
effectively, suporting players, chiefly cast
as natives, give adequate impersonations.
There is more plot than is common in
Realart pictures, and its occasional far
stretches take plausibility from the set-
ting. The same applies to the attempted
human sacrifice which supplies the clos-
ing thrill.
The story concerns a young wife's un-
announced arrival at the island plantation
of her brutal husband, her swift dis-
illusionment upon discovery of his licen-
tious indulgences and adventures conse-
quent upon escape from his home. A
neighboring planter wins her affection
and effects her rescue from frenzied sav-
ages, which accomplishment involves the
decease of the husband.
NON-SKID KID
(PATHE)
A Rolin comedy which is not up to the
usual Rolin standard. The action takes
place in a garage, which six young wom-
en operate after running over the pro-
prietor. A wealthy young man, stop-
ping for repairs on his car, is made the
butt of considerable horse play and in
the end, marries one of the young
women. It moves rather slowly and
most of the situations consist of dabbing
the young man's white suit with grease,
having him carry heavy objects about
the garge and jabbing him with a darn-
ing needle and dropping water on him.
DOROTHY DALTON in a scene from "The Woman Who Walked Alone'
(Paramount)
98
EXHIBITORS HERALD
June 24, 1922
JACKIE COOGAN at the Orphanage, a scene from "Trouble," his latest Jackie
Coogan production.
Exhibitors Giving Endorsement to
Distribution Method, Says Lichtman
FRANK MAYO IN
AFRAID TO FIGHT
(UNIVERSAL)
Here is an excellent five reel feature,
abounding in entertainment value
with Mayo in one of the most
pleasing stories in which he has
been seen for some time. It is a
story of an ex-dougbboy and the
prize ring, enhanced by humorous
sub-titles told in a pleasing vein.
Directed by William Worthing-
ton.
A number of ex-soldiers, with more
leisure time on their hands than change
in their pockets, were guests at the Chi-
cago Universal exchange at the screen-
ing of "Afraid to Fight." To them the
story had a two-fold appeal, the first be-
ing the fact that it contains subtle propa-
ganda for soldiers' bonus and secondly
because the tale itself is of high enter-
tainment calibre from start to finish.
Mayo has a "big brother" role in which
he is especially effective, and in the
squared arena readily passes as an artist
with the gloves.
Able support is rendered by Lillian
Rich. Little Peggy Cartwright plays an
exacting role in excellent manner as
Mayo's crippled sister. The little Miss
also gives evidence of being a clever
little dancer. Others in the cast are
Lydia Knott, W. S. MeDunough, Wade
Boteler, Roscoe Karns, Tom Kennedy
and Tom McGuire.
Tom Harper (Frank Mayo) is an ex-
soldier, handy with his fists, but suffering
from the effects of being gassed. His
little sister, he learns, can be cured of
her invalidism if placed in the care of
a specialist. Harper is out of a job and
she prays that Congress will send Tom
his bonus. A fight manager picks Harper
up and sends him to the mountains for a
rest cure on condition that he will fight
the champion when he is well. Here the
romance develops with Harriet Monroe
but Harper is forced to take a beating
from his rival because of orders not to
fight until pronounced well.
When he recovers, however, he whips
the champion, gets enough money to have
his little sister cured, and goes back and
hands a trimming to the rival who had
humiliated him previously.
LEAH BAIRD and support in "When
the Devil Drives," a new Associated
Exhibitors production, distributed
through Pathe.
Headquarters of the Al. Lichtman Cor-
poration, 576 Fifth avenue, New York
City, are humming with activity. The
offices of the company are being remod-
eled and the force of workers in the or-
ganization are kept busy handling corre-
spondence pertaining to the company's
new picture. Particular interest is being
evidenced in the method of distribution
inaugurated by Al Lichtman.
Although it is less than two weeks ago
that the new organization came into the
limelight Mr. Lichtman states that many
letters have been received, particularly
from exhibitors, voicing approval of the
Territorial Partner method of distribu-
tion.
Advantage to Exhibitors
"There appears to be a general senti-
ment among exhibitors, according to
their letters, to the effect that it is dis-
tinctly to their individual advantage to
secure pictures from men who are di-
rectly interested in the success of their
product, as is the case with Territorial
Partners," says Mr. Lichtman.
"We are being congratulated on every
side on the excellence of our cast in 'Rich
Men's Wives,' our firs: Preferred Pic-
tures production. Mr. Schulberg has
been particularly fortunate in his selec-
tions and I know we are going to have
a fine box office attraction to offer ex-
hibitors in this picture."
Other Films in View
The development of the new organiza-
tion is going forward rapidly and prac-
tically all Territorial Partners have al-
ready been designated or will be in the
near future. In addition to the output of
Preferred Pictures, the product of outside
producers will also be handled and sev-
eral such productions are being consid-
ered at this time.
Name New Talmadge Film
"Infatuation" has been definitely de-
cided upon as the title of the Norma
Talmadge production based on the
Honore Balzac novel, "The Duchess of
Langeais" and filmed under the tempo-
rary title of "The Eternal Flame," First
National announces.
Universal Will Add Six
More Installments to Its
"Leather Pushers" Series
Plans are under way at Universal City
for the immediate production of six
more "rounds" of "The Leather Push-
ers," featuring Reginald Denny, the two-
reel prize ring pictures adapted from
H. C. Witwer's stories of the same
name. The same director, star, and as
far as necessary, the same players will
be used in the addition to the series as
were used in the original six pictures,
now being published.
Harry Pollard, who directed the first
six rounds, has been re-engaged to di-
rect the new ones.
So unusual has been the success of the
first six rounds, especially among wom-
en, that exhibitors have flooded Uni-
versal with requests for more of the
series the company states.
Kent Returns From Tour
Of Paramount Exchanges
Sidney R. Kent, general manager of
distribution, Famous Players-Lasky
Corporation, has returned from a tour of
Paramount exchanges which took him
as far West as Kansas City.
District sales conventions, in which
plans were completed for the handling
of next season's product, were held in
a number of the cities visited.
Stars in "U" Reissue
Rodolph Valentino and Mae Murray
appear in "The Delicious Little Devil,"
a Universal reissue which is declared
to have proved exceedingly popular at
the Central theatre, N. Y., where it has
been showing.
mm
*^ JSTMotion ^« i —
Something to Read
Each week the HERALD pub-
lishes numerous articles pertain-
ing to censorship, blue laws and
other reform menaces. Every ex-
hibitor should keep a file of these
stories for use when the occasion
demands.
PUBLIC
RIGHTS
LEAGUE
Screen Message No. 60
No law or set of laws can go be-
yond the limit of public opinion.
A crystallized public sentiment op-
posing oppressive laws should im-
press this upon those legislators
who are influenced by the threats
of reformers.
A. H. Blank, prominent exhibitor in the Middle West,
has just disposed of his three theatres at Ames, la., because
residents of that city at a recent election voted for Sunday
closing. In a letter giving his reasons for selling his Ames
interests, Mr. Blank stated that by operating only six days
a week he would be unable to give his patrons the highest
standard of entertainment.
A. H. Blank
The experience of Mr. Blank at
Ames should be a warning to other
exhibitors of the country. Reform-
ers are con-
d u c t i n g
their de-
s t r u ctive
cam paign
in every
section of
the coun-
t r y. Ex-
hibitors in
any town
or city may
b e forced
to darken their houses tomorrow or
dispose of their interests through
the machinations of the reformers.
Crystallized public sentiment, de-
veloped through a persistent cam-
paign of education, is the one pos-
sbile means which the industry has
of defeating the reformer. If this is
not done, other exhibitors most likely
will find themselves in a predica-
ment similar to the Ames-Blank
situation.
lit
In a score or more of states this
next year, legislators will be urged
by the reformers to enact laws clos-
ing theatres on Sunday and regu-
lating motion pictures through legal
censorship. Unless the exhibitor
can create strong public support,
Minnesota, or in Illinois, or in the
Carolinas. Wherever they strike,
theatre men should be prepared to
present an impregnable defense.
legislators will be swayed by the
claims and misrepresentations of
the reformers.
The producers, through Will H.
Hays, president of the M. P. P. D.
A., have launched a campaign for
better pictures. This movement,
meritorious as it is, cannot succeed
unless the theatre owners, through
their screens, win the support of
their patrons in the industry's fight.
No exhibitor would deliberately
place himself in the position of Mr.
Blank. Yet, the exhibitor who fails
to guard against the advance of the
reformer is clearing the way for the
latter's success.
Each week the Plulic Rights
League publishes a brief message,
the purpose of which is to influence
the public to support the industry
in its fight" against oppressive legis-
lation. These messages should be
transcribed on to slides or published
prominently in theatre advertising.
In addition the League is supply-
ing gratis to exhibitors a series of
twelve slides bearing screen mes-
sages. These slides will be for-
warded immediately upon request.
The Ames situation should be a
warning to other exhibitors. The
busybody reformers are solidifying
their lines. Thev mav strike next in
Blue Law Exponent in
Senate Will Quit Post
(Washington Bureau, Exhibitors Herald)
WASHINGTON, D. C, June 13.—
Senator Henry L. Myers, of Hamilton,
Mont., author of the Myers resolution to
investigate conditions in the motion pic-
ture industry, of bills providing blue laws
for the District of Columbia, and of other
similar measures, is soon to step out of
the spotlight.
The Senator, who for "more than 11
years has tried to serve faithfuly the
people of Montana and their best inter-
ests," has announced that he will not run
for reelection.
Addresses A. D. A.
(Special to Exhibitors Herald)
NEW YORK, June 12— Courtland
Smith, secretary of the Motion Picture
Producers and Distributors of America,
was the speaker at the bi-monthly meet-
ing of the Assistant Directors Associa-
tion.
r
Order Your Slides
EXHIBITORS HERALD,
417 South Dearborn Street,
Chicago, III.
Send me, free of charge, the series of
twelve slides which the Herald is supply-
ing to exhibitors in furtherance of the
PUBLIC RIGHTS LEAGUE campaign to
maintain the freedom of the motion pic-
ture.
I will run each slide at every performance
for one week when conditions permit of
this arrangement.
Name
(Write name and address legibly)
Ci*y
100
EXHIBITORS HERALD
June 24, 1922
LETTERS
From Readers
A forum at which the exhibitor
is invited to express his opinion on
matters of current interest. Brevity
adds forcefulness to any statement-
Unsigned letters will not be
printed.
Admission Prices and Preachers
PROSSER. WASH.— To the Editor:
Our subscription expires some time next
fall and enclosed you will find a check for
two more years' subscription and Box Of-
fice Record No. 1 and 2 ; the latter we ex-
pect as soon as issued.
The writer takes great interest in your
publication and especially in the letters
from exhibitors. Having operated the
Princess theatre here for twelve consecu-
tive years, I feel that I can answer some
of the most important questions brought
up by your readers.
First, I want to talk to the man who has
gotten cold feet during the few months of
depression and cut down his price of ad-
mission. Remember the days, ten years
ago, when we charged 15 cents for a two
reel western and a one reel comedy, when
we seated the audience on wooden bench'
and furnished tweezers for slivers. Now
we charge 30 cents, give from seven to
nine reels of which every 150 feet of film
costs more to produce than the program of
ten or twelve years ago.
Instead of an investment of $1,000, we
now carry a load of $24,000 and we have
only 1,600 inhabitants. I'll state that where
the picture business of twelve years ago
was a joke, it is now ranked next to the
banking business, and we must give our
entire time to the progress of the business
and the exhibitor who does will have no
trouble in making good interest on his in-
vestment.
Let the exhibitor who believes in cutting,
admission prices show his patrons a pro-
gram of ten years ago and he will be as-
tonished to note that he is giving far more
for 30 cents admission today than he did
in years gone by for a dime.
Another exhibitor writes that he could
not afford to pay the rental price for films
produced by the most prominent pro-
ducers of the industry. My experience is
to the effect that I can buy the better pro-
duction for the same money and here is •
the answer: The independent producer or
state right man has only about six to ten
pictures a year, while the larger producing
corporations release from 80 to 150 pic-
tures per year. To get these pictures at
a fair rental, try out the block buying sys-
tem. Pick out 30 or 40 pictures from one
of these producers and give them play dates
with your contract and you will find that
the prices will be all right.
I never buy a picture but what I give
play dates and play them. Should I pick
a louse of a picture in buying a bunch like
that, I don't blame anyone but myself and
in this direction will say that the audience
of the small town is more critical than the
city patrons; and it stands us in hand to
spend as much time as possible to ascertain
the taste of the patrons and buy accord-
ingly.
I also lay the cards on the table by show-
ing the exchanges what their pictures bring
to the box office, and believe it or not, the
producers want and need the business of
the small town exhibitors as well as the
big ones. As there is no staple price on
pictures, many exhibitors are oversold at
times, which is not the fault of the man-
agers of the exchanges or the managers of
WHEELER OAKMAN in a scene from
"The Son of the Wolf," a forthcoming
R-C Production.
sales of the various corporations but of
the traveling salesman who thinks it is
great to soak an exhibitor, not realizing,
the loss of future business he creates for
the exchange he is working for.
In closing will touch lightly on the ques-
tion of Sunday closing. The small town
exhibitor must realize that the punkest
product of preachers are placed in the
small town because these places have so
many churches to keep up that when the
church money is divided, the salary for
each preacher is so small that a minister
with an education derived from a college
of theology never is found in a small town.
When a preacher bobs up with the idea
of closing us on Sundays, we compare his
entertainment, which is as free as water,
with our entertainment of pictures costing
30 cents or more, and the reason that he
cannot compete is the fact that he is a
bum preacher. And the solution of the
problem is the undisputed fact that the
preacher cannot get our Sunday audience
into the church, were we closed. — B. J.
Pacius, manager, Princess theatre, Pros-
ser, Wash.
Newest Wesley Barry
Picture is Completed
The forthcoming Wesley Barry feature,
"Rags to Riches," a Harry Rapt produc-
tion to be distributed by the Warner Broth-
ers, has been completed at the Warner west
coast studios.
In the cast supporting the freckled
youngster are Niles Welch, Ruth Renick,
Russell Simpson and Mrs. Minna Ferry
Redman. Wallace Worsley directed the
feature assisted by Jim Chapin. The story
was written by Will Nigh.
Warner Film Soon Ready
Franklyn E. Backer of East Coast Pro-
ductions expects the second picture of
his series, "Crimson Gold," starring J.
B. Warner, to arrive in New York within
about two weeks. It is now being titled
and edited.
FILM LAUGHS FROM
TOPICS THE
S ELECTED BY
TIMELY FILMS INC.
Teacher— Clarice, can you decline hug?
Clarice — Please, teacher, I never decline
it. — Iowa State Student.
* * *
Blondine — Do you know anything about
domestic science?
Brunetta— I betcha I can throw a rolling
pin as straight as anybody in town. —
Youngstown Telegram.
* * *
-Millionaire, speaking to a body of stu-
dents—All -my success, all my tremendous
financial prestige I owe to one thing alone-
pluck, pluck, pluck.
Student — But how are we to find the right
people to pluck?— Dinuba (Calif.) Sentinel.
* * *
Clerk (displaying shoddy goods)— Here's
a good buy for your money, that will wear
well.
Mrs. Bargain Hunter (examining goods)
— Yes, it's a good-bye and farewell for my
money. — "Topics of the Day" Films.
* * *
Old Lady — Son, can you direct me to a
bank ?
Boy — Yessum, for a quarter.
Old Lady — Isn't that a mighty high pay,
my boy?
Boy — No ma'am; not for a bank direc-
tor.— Success.
* * *
Jack— What kind of a fellow is Blinks?
Bill — Well, he's one of those fellows who
always grabs the stool when there is a piano
to be moved. — Bell Telephone News.
* * *
An old gentleman entered our office the
other day and remarked : "I want to get
copies of your paper for a week back."
Then our editor replied : "Hadn't you
better try porous plaster?" — North Shore
Breeze.
* * *
"Maybe your son hasn't found himself
yet," we consoled. "Isn't he gifted in any
way ?"
"Gifted? I should say he is. He ain't got
a darned thing that wasn't give to him." —
Cleveland Plain Dealer.
* * *
City Editor — Did you take down all the
speaker said?
Cub Reporter — No, but I have it all in
my head.
City Editor — Ah, I see you have it all
in a nutshell. — Portland (Me.) Express.
* * *
May — This medicine surely makes your
eyes smart.
Ray — Oh, put some on my head ! — "Topics
of the Day" Films. ■,
* * *
"Sir, do you see anything ridiculous in
my wig?"
"Yes, your head." — New York Evening
World.
* * *
Hub (at breakfast) — I've got a bad head
this morning.
Wife— I'm sorry, dear. I do hope you'll
be able to shake it off. — Pearson's Weekly.
* * *
Ray — If I were a Doctor, I would spe-
cialize in bone surgery.
May — Well, you've certainly got a good
head for it. — "Topics of the Dav" Films.
* * *
Jones — I never know what to do with my
week-end.
Bones — Why not keep your hat on it. —
American Boy.
June 24. 1922
EXHIBITORS HERALD
101
"What the Picture Did For Me"
VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR
Copyright, 1922
You are especially invited to contribute regularly to this department.
It M a co-operative service FOR THE BENEFIT OF EXHIBITORS.
TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture
did for the other fellow, thereby getting the only possible guide to box office values. Address "What The
Picture Did For Me," EXHIBITORS HERALD, 417 S. Dearborn St. Chicago.
Associated Exhibitors
Woman Wake Up, with Florence
Yidor. — A dandy picture and one that
could go in any theatre. It has a high
entertainment value and a star growing
in popularity by leaps and bounds. — H.
P. Stewart, Drake theatre, DeLand, Fla.
— Neighborhood patronage.
The Ruse of the Rattler, with J. P. Mc-
Gowan. — A relief. McGowan growing
as favorite. The fans all liked it and
others were more than pleased. A cork-
ing Western. Only fair box office attrac-
tion, but there with the entertainment. —
Harold F. Wendt, Rivoli theatre, De-
fiance, O.
Handle With Care, with Grace Dar-
mond. — A pleasing program production.
— Meyers & Ford, Arcade theatre, La
Grande, Ore. — Small town patronage.
Woman Wake Up, with Florence
Vidor. — Absolutely satisfying picture.
One of company's best and bound to
please all classes. B. O. average. — Guy
D. Haselton, Rialto theatre, Missoula,
Mont. — Neighborhood patronage.
Handle With Care, with Grace Dar-
mond. — Some raved about the beautiful
star. Others found favor in Harry
Myers or Jimmy Morrison. Story aver-
age. Entertainment value 80 per cent.
Box office value only fair. — Harold F.
W endt, Rivoli theatre, Defiance, O.
First National
Polly of The Follies, with Constance
Talmadge. — Coupled with Ben Turpin in
Step Forward, a great comedy bill. Nov-
elty in Talmadge film pleased. Flappers
turn out strong for Connie. — Laurence
Stuart, Hope theatre, Dallas, Tex. — Gen-
eral patronage.
Smilin' Through, with Norma Tal-
madge.— Without doubt this star's great-
est picture, also the best work of
Wyndham Standing and Harrison Ford.
Ordinarily we do not enjoy love stories,
but this one sure got under our old thick
hide. Why can't more as good as this
be produced? It would then be worth
the people's while to go to the picture
show. Even the rough necks forgot to
be rowdies while viewing it. Praise the
Lord. Amen. — Wm. H. Creal, Suburban
theatre, Omaha, Neb. — Neighborhood
patronage.
The Rosary, with a special cast. —
Played to good crowds for a week's run
and appealed strongly to church goers.
— Samuel Harding, Liberty theatre, Kan-
sas City, Mo.
My Lady's Latchkey, with Katherine
MacDonald. — Just fair. Did not draw
here. Title not best puller. — W. Cruick-
shank, Opera House, Mitchell, Ont., Can.
— Neighborhood patronage.
Smilin' Through, with Norma Tal-
madge.— Inspired editorial from one of
the local papers and warm letter of en-
dorsement from editor of another. De-
clared by prominent club women to be
the highest type picture they had ever
seen. Undoubtedly finest Norma Tal-
madge has ever made. — Laurence Stu-
art, Hope theatre, Dallas, Tex. — Gen-
eral patronage.
The Silent Call, with Strongheart. —
Very good subject and pleased 90 per
cent. Six days to good business. — R. M
Koch, Palace theatre. Cedar Rapids, la.
— Transient patronage.
STAR DUST, with Hope Hamp-
ton.— Opened the beautiful new
Hope theatre, in Dallas, playing
to turn-away patronage. Picture
pleased thoroughly. Star cemented
fine impression made on screen
through personal appearance on
stage for four days. — LAURENCE
STUART, Hope theatre, Dallas,
Tex.
Scrambled Wives, with Marguerite
Clark. — Without doubt her very best and
will please all classes. A real good
laughable comedy drama. — Philip Rand,
Rex theatre, Salmon, Ida.
The Silent Call, with Strongheart.—
Absolutely the best picture we have
shown for some time. Wonderful dog,
and the picture in general pleased. Drew
two nights' good business and roads im-
passable on account of heavy rains both
nights. Charged 15 and 35 cents and
pleased. — C. A. Spainhour, Auditorium
theatre, Greensburg, Kan. — Small town
patronage.
The Old Swimmin' Hole, with Charles
Ray.— Dandy picture. Put on prologue
and cleaned up on it. Should please in
any small town where Ray is liked. — W.
Cruickshank, Opera House, Mitchell,
Ont., Can. — Neighborhood patronage.
Smilin' Through, with Norma Tal-
madge.— Never in my three years ex-
The "Good
Salesmen
I All Do It 1
| We received "The Box Of- %
I fice Record" alright and a good j
1 film salesman carried same off, j
H so we did not get very much 1
B good out of it.
| We presume you will send
1 us another when the next issue 1
1 is off the press.
H. W. ROBERTSON,
Strand theatre,
Covington, Ky. §
perience in this city have I had so many
comments from patrons as they were
leaving theatre. As near a 100 per cent
picture as could be asked for. Booked
three days; played it for six; rained all
week. — J. J. Jacobson, Strand theatre,
Marshalltown, la. — Neighborhood pat-
ronage.
The Foolish Matrons, with a special
cast. — Not as good a picture as it was
touted. Too complicated and not true
to life. It lacks sympathy for the leads.
You will lose no prestige if you show it
or leave it alone.— Ben L. Morris Elk
Grand theatre, Bellaire, O.— General pat-
ronage.
Two Minutes To Go, with Charles
Ray— This is one of the pictures that is
helping to kill off this erstwhile popular
actor. We suggest that he hire a good
director and get back to the rural stuff
which he used to depict so successfully,
and perhaps he can stage a comeback.—
W. H. Creal, Suburban theatre, Omaha,
Neb. — Neighborhood patronage.
Courage, with a special cast. — It will
take courage to play it. The play is a
good one of its kind, but won't pull.
Name and paper and unknown actors all
against it. Would not advise booking
unless you have a guaranteed house for
any kind of a picture. We lost heavily.—
Philip Rand, Rex theatre, Salmon, Ida.
A Small Town Idol, a Mack Sennett
production. — A-l comedy. Went over
better than Molly 'O. If you want to
give them comedy, get this one.— C. W.
Glass, star theatre, Trenton, Tenn. —
Small town patronage.
My Boy, with Jackie Coogan.— This is
a corking good picture. Just right for
family night.— Bill Leonard, Mystic thea-
tre, Cedar Vale, Kan. — Neighborhood
patronage.
The Sky Pilot, with a special cast-
Went over big. A lot came back second
night. It pleased 100 per cent. Acting
was great.— W. Cruickshank, Opera
House, Mitchell, Ont., Can.— Neighbor-
hood patronage.
Tol'able David, with Richard Barthel-
mess. — A highly interesting picture, with
remarkable acting by both star and cast.
The only thing that can be said against
this production is the name of the star,
which is too long and hard to pronounce.
He should have a surname much shorter
and more to the point, like mine, for in-
stance.— Wm. H. Creal, Suburban thea-
tre. Omaha, Neb.— Neighborhood pat-
ronage.
Bob Hampton of Placer, a Marshall
Neilan production. — James Kirkwood
and Wesley Barry make a wonderful
combination in this. An old time west-
ern with Indian raids, wagon trains,
early settlers, frontier stuff, that goes
great and generally pleases. It is worth
any class house. — Ben L. Morris, Temple
theatre, Bellaire, O. — General patronage.
Go and Get It, a Marshall Neilan pro-
102
EXHIBITORS HERALD
June 24, 1922
i!UU!lll!llllllll!lllll!lllll!l
There Are Other Good
"Herald" Departments!
LOVE'S REDEMPTION (First National) with Norma Talmadge. — I j
g feel positively silly to send in a report on a Talmadge subject, as her pictures g
g never fail to please. This was especially well received.
In the HERALD'S issue of April 29, under the head of "Money Making g
Ideas," was an article by Mr. Ray Erne which sounded good to me and I S
thought this an opportune time to try it, as I had bought some Norma "and g
g Constance Talmadge pictures, some Anita Stewarts, "The Sheik," "Peacock g
g Alley," the Zane Grey stories, etc., that I knew my patrons would like.
The Talmadge picture was dated first and a few days after I began g
g to advertise it I got out those letters, using Mr. Erne's as' a model, changing g
it slightly. I wrote these letters on a mimeograph, signed my name with pen, E
g sealed them and mailed them to more than two hundred and fifty. A few g
g people wrote to me and dozens told me they would come more regularly, as 3
g they wanted to see the pictures I mentioned. (Of course they were already §f
g bought, but the patrons did not know that.)
Two days before play date for the Talmadge picture I sent cards to g
Atlanta to be mailed back to patrons, telling them how good the picture was g
§§ and if they ever had the opportunity of seeing it not to miss it. Every card 3
g was different and they were signed, Louise, Carrie, Sam, etc.
I had this crowd nearly crazy down here, wondering who Louise and g
g Mary were. In two hours after the train came in I had thirty phone calls.
It would be well enough to call the exchange to see if you will get the g
g pictures you are advertising just before you mail out your cards. But, whether g
g you try mailing cards or not, be sure you try Mr. Erne's letter. — MRS. W. M. 3
g KIMBRO, Greenland theatre, Greensboro, Ga.
iiiiiiiiiiiiiiiii
duction. — Advertising makes them think
it's gruesome but the picture is a whale.
One of the best ever. — F. E. Sabin, Ma-
jestic theatre, Eureka, Mont. — Neighbor-
hood patronage.
Lying Lips, a Thomas H. Ince produc-
tion.— The best Ince picture ever made,
in my estimation. Florence Vidor is
great in this one. — C. W. Glass, Star
theatre, Trenton, Tenn. — Small town pat-
ronage.
In the Heart of a Fool, with a special
cast. — Pleased 75 per cent and that was
all. Not what we expected at all. — S.
V. Wallace. Idle Hour theatre, Cam-
bridge Springs, Pa. — Transient patron-
age.
Peck's Bad Boy, with Jackie Coogan.—
Book it and lug the money to the bank.
We stood them out for three days. Bet-
ter than The Kid. — W. Cruickshank,
Opera House, Mitchell, Ont., Can. —
Neighborhood patronage.
Wedding Bells, with Constance Tal-
madge.— Another perfectly good even-
ing wasted. Nothing but silly drivel. No
story and not anything worth while.
Some of the people in the cast are de-
serving of better things. — W. H. Creal,
Suburban theatre, Omaha, Neb. — Neigh-
borhood patronage.
The Truth About Husbands, with a
special cast.— A-l picture for high class
audience. Pleased about 80 per cent on
Saturday night. Price in reach of small
exhibitor. — C. W. Glass, Star theatre,
Trenton, Tenn. — Small town patronage.
In Old Kentucky, with Anita Stewart.
— It's there. Full house, bad roads, but
they came anyway. Some said they had
seen this picture three times. 100 per
ce'nt satisfaction. — G. F. Rediske, Star
theatre, Ryegate, Mont — Small town pat-
ronage.
Fox
The Last Trail, with a special cast. —
One of the best pictures I have ever
used. — Bill Leonard, Mystic theatre.
Cedar Vale, Kan — Neighborhood patron-
age.
Up and Going and Trailin', with Tom
Mix. — Two more of the Tom Mix pic-
tures that are fine. Especially Up and
Going deserves praise for consistent
story, splendid scenery and work of two
stars. — P. G. Estee, Fad theatre, Brook-
ings, S. Dak. — Neighborhood patronage.
Western Speed, with Charles Jones. —
The best and cleanest exponent of West-
ern pictures of our day. Scenario and
actors are worth while seeing.- — J. Car-
bonell, Monroe theatre, Key West, Fla. —
Neighborhood patronage.
Footfalls, with a special cast. — A re-
markably well done, very disagreeable
picture. Lacks sympathy or audience
appeal. Acting' by Tyron Power, set-
tings, photography, fine. Not the kind
of a picture that will bring business. Any
theatre is better off without it. — Ben L.
Morris, Temple theatre, Bellaire, O. —
General patronage.
To a Finish, with Charles Jones. — A
regular Jones picture. Full of pep, and
a good fight in this one, and patrons
commented on it. Book it. — J. W. Baird,
Crystal theatre, Pattonsburgh, Mo. —
Neighborhood patronage.
Queen of Sheba, with a special cast. —
Great picture. Good business. Pleased
everyone. Charged 50 cents top. Av-
erage advertising. — N. B. Grossman. Rex
theatre, Pocatello, Ida. — Neighborhood
patronage.
A Connecticut Yankee, with a special
cast. — Broke all house records and will
play a repeat date, as my patrons demand
it. Played three days to a big business.
College town patronage. — L. C. West,
Liberty theatre, Mt. Vernon, la. — Neigh-
borhood patronage.
The One Man Trail, with Charles
Jones. — Very ordinary. Just got by
with it. Star very good, but failed to
pull for some reason. — W. Cruickshank,
Opera House, Mitchell, Ont., Can. —
Neighborhood patronage.
Gleam O'Dawn, with John Gilbert. —
Not much to story but star's work is
good and scenic effects pleasing. — P. G.
Estee, Fad theatre, Brookings, S. Dak. —
Neighborhood patronage.
Little Miss Smiles, with Shirley Ma-
son.— All the patrons remarked going
out, "Fine, and we sure enjoyed it." — J.
W. Baird, Crystal theatre, Pattonsburgh,
Mo. — Neighborhood patronage.
Riding with Death, with Charles Jones.
— This is our first Jones and if they are
all like this one we wish it was our last.
The poor old worn out mortgage theme,
and very poor, not at all practicable, and
too much "bunk." When "Val" gets
killed out three or four miles from the
Rangers' camp, Jones just buries him
right there with his hands and puts up a
wooden cross and leaves him. Drew a
big house, but we got a lot of "kidding"
about our new star we had made such a
fuss about. — C. A. Spainhour, Auditorium
theatre, Greensburg, Kan. — Small town
patronage.
A Connecticut Yankee, with a special
cast. — This is a great comedy. Pleased
everybody. Charged 50 cents. Great
picture for regular price. Charged too
much. Fair business. — N. B. Grossman,
Rex theatre, Pocatello, Ida. — Neighbor-
hood patronage.
Over the Hill, with a special cast. —
Played three days to good business and
pleased 90 percent. Played on a per-
centage basis and they made the money.
— H. J. Culavin, Majestic theatre, Mis-
souri Valley, la. — Neighborhood patron-
age.
To a Finish, with Charles Jones. — One
of "Buck's" best. Drew next to Mix.
If your patrons like rough, shoot-'em-up
kind, book this one and boost it. — C. W.
Glass, Star theatre, Trenton, Tenn.—
Small town patronage.
A Broadway Peacock, with Pearl
White. — Not a spark of humor. It is a
deadly dull society drama. Star looks
out of place. Belongs in active pictures.
—P. G. Estee, Fad theatre, Brookings,
S. D. — Neighborhood patronage.
Footfalls, with a special cast. — We
have just shown this, which was a great
disappointment. Part of one audience
left before the end of the show. All were
thoroughly disgusted with this picture.
Second night we showed to practically an
empty house. Picture is gruesome.
There is nothing sweet or pleasant in the
entire seven reels.— William C. Mitchell,
Elite theatre, Greenleaf, Kan. — bmall
town patronage.
LITTLE MISS SMILES, with
Shirley Mason.— A picture which
barely missed being a special, the
one fault being that the production
was ordinary. Photography and
settings, I mean. Otherwise I don't
see where HUMORESQUE had
anything on this one. We showed
it on Mothers' Day with an ap-
propriate song and we did a very
satisfactory business.
We are very much in favor of
this class of pictures, being the
kind that will knock reformers off
their feet. And, believe me, I
know something of reformers, as
in my early youth I had an aunt
who was a reformer. At that an-
cient day she even tried to reform
me, but as I had committed no
crime I couldn't see the necessity
of being reformed. This aunt still
lives and is still a reformer. Beg
pardon. Did I say "still"? "Men
may come and men may go, but
she goes on forever." — WM. H.
CREAL, Suburban theatre, Omaha,
Neb.
Over the Hill, with a special cast.—
This is the best I have ever shown. Good
picture. Good business. — N. B. Gross-
man, Rex theatre, Pocatello, Ida-
Neighborhood patronage.
Over the Hill, with a special cast.—
Played The Old Nest and A Connecticut
Yankee and Queen of Sheba, but this
subject pleased the best. That's what
my patrons said. Played three days to
June 24, 1922
EXHIBITORS HERALD
103
good business. — W. P. Grossman, Palace
theatre, Nevada, la. — Neighborhood pat-
ronage.
Two Moons, with Charles Jones. —
This is the kind that the fans "eat up."
Not Jones' best but pleased fully 95 per
cent. — V. G. Bollman, Castalia theatre,
Castalia, la. — Small town patronage.
What Love Will Do, with a special
cast. — Just a dandy good wholesome pic-
ture that will please everyone. — Bill Leo-
nard, Mystic theatre. Cedar Vale, Kan. —
Neighborhood patronage.
Colorado Pluck, with William Russell.
— Good picture. Good action. William
Russell a good drawing card. Played to
full house. — L. C. McDonald, Star the-
atre, Exline, la. — Neighborhood patron-
age.
Oliver Twist, Jr., with Harold Good-
win.— This was sent in place of Live
Wires and did not please extra well.
Some brutality and sob stuff. People
were expecting a good live play. — J. F.
Rees, Regal theatre, Wellsville, Mo. —
Neighborhood patronage.
A Rough Diamond, with Tom Mix. —
Very good. Something doing all the
time. Just a little different, but as all
Mix pictures, pleased a large house. —
C. A. Spainhour, Auditorium theatre,
Greensburg, Kan. — Small town patron-
age.
The Lady from Longacre, with Wil-
liam Russell. — Fair. Pleased possibly 75
per cent. — V. G. Bollman, Castalia thea-
tre, Castalia, la. — Small town patronage.
The Devil Within, with Dustin Far-
num. — Fair sea story, but the fulfilment
of so many "curses" from the "witch
princess" is not the kind that brings peo-
ple back to the show. — J. F. Rees, Regal
theatre, Wellsville, Mo. — Neighborhood
patronage.
Jackie, with Shirley Mason. — Lots
better than some of the big Fox specials.
Mason has fine part and puts it over.
Story is there all the way and is de-
lightful. Lots of favorable comments.
Worth running any place. — Ben L. Mor-
ris, Olympic theatre, Bellaire, O. — Gen-
eral patronage.
Drag Harlan, with William Farnum.
— This is only a fair feature. Some peo-
ple liked this feature and some did not
like it, but as a rule the majority of Wil-
liam Farnum's features are good for
deep thinking people and carry home a
good lesson. — J. F. Spangler, Globe the-
atre, Beaver, Okla. — General patronage.
The Primal Law, with Dustin Farnum.
— Believe me, it is a good one. A good
drama. Full of action, and they sure
like this kind of pictures. — J. W. Baird.
Crystal theatre, Pattonsburgh. Mo. —
Neighborhood patronage.
Goldwyn
Watch Your Step, with Cullen Landis.
— A delightful comedy-drama. Business
fine. The kind of picture we are proud
to show and then hear the favorable com-
ments as they pass out. Clean and en-
tertaining. And watch Cullen Landis.
He is a comer. — H. P. Stewart. Dreka
theatre, Deland, Fla. — Neighborhood pat-
ronage.
His Back Against the Wall, with Ray-
mond Hatton. — A western picture that is
radically different and made a hit. Good
title but no known star. Hatton not the
type to advertise, though he suited the
part. Lots of humor and action. Worth
playing. — Ben L. Morris, Olympic the-
atre, Bellaire, O. — General patronage.
A Poor Relation, with Will Rogers. —
Take out Rogers and there is nothing
to the picture or story, but with Rogers
it will please 95 per cent. — Geo. C. Star-
key, Opera House, Montour Falls, N. Y.
— General patronage.
Wet Gold, with a special cast. — Fine
undersea picture. Patrons liked it. —
F. E. Sabin, Majestic theatre, Eureka,
Mont. — Neighborhood patronage.
Just Out of College, with Jack Pick-
ford. — Pleased them all. Old stuff but
favorable, and I have had several old
boys explain how easy the impossible
could be put over. Good show. — S. V.
Wallace, Idle Hour theatre, Cambridge
Springs, Pa. — Transient patronage.
The Glorious Fool, with a special cast.
— Most enjoyable farce and we did a
great business. Exploitation possibili-
ties are endless. Well up to Goldwyn
standard. — H. P. Stewart, Dreka theatre,
Deland, Fla. — Neighborhood patronage.
The Old Nest, with a special cast. —
Very, very good. Nothing but favorable
comments and plenty of them. — W. H.
Goodroad, Strand theatre, Warren, Minn.
— Neighborhood patronage.
Just Out of College, with Jack Pick-
ford. — This picture is good and holds
the attention well. All right for any
house. — Mrs. James Webb, Cozy theatre.
Union, Ore. — Small town patronage.
The Cabinet of Dr. Caligari, with a
special cast. — Some liked it, others didn't.
I, myself, thought it was a good novelty.
— M. Oppenheimer, Empire theatre, New
Orleans, La. — Transient patronage.
The Branding Iron, with a special
cast. — Excellent picture and will get the
money. Patrons all pleased. Drew
good. — I. R. Sanberg, Auditorium the-
atre, Calamus, la. — Neighborhood pat-
ronage.
Snowblind, with a special cast. — Better
than average and z dandy for hot days.
Snow and ice nearly all the way. Bliz-
zard that made the kids say "Oooo." —
S. V. Wallace. Idle Hour theatre, Cam-
bridge Springs, Pa. — Transient patron-
age.
Pardon My French, with Vivian Mar-
tin.— This picture is absolutely no good
for entertainment. Nothing to it at all.
We wonder why business is bad. Good
reason for it. — Mrs. James Webb, Cozy
theatre, Union, Ore. — Small town pat-
ronage.
Hod kins on
Fifty Candles, with Marjorie Daw. —
Good story, good cast and well produced.
Everybody liked the picture and so did
the management of this house. — Wm. H.
Creal, Suburban theatre. Omaha, Neb. —
Neighborhood patronage.
Rip Van Winkle, with Thomas Jeffer-
son.— Heard many favorable comments
among patrons and believe it was en-
joyed by young and old. A bit too long,
I think, but good comedy in spots. — S. V.
Wallace, Idle Hour theatre, Cambridge
Springs, Pa. — Transient patronage.
The Mysterious Rider, with a special
cast. — Splendid picture and drew best
business in some weeks. Zane Grey's,
popularity made this possible. — Sudie L
Haney, Liberty theatre, Des Moines, N.
Mex. — Small town patronage.
God's Crucible, with a special cast. —
This picture is deserving of a more ap-
propriate name. But in my advertising
I featured Ralph Connor, the author. My
patrons all enjoyed it. — Lake theatre,
Baker, Mont. — General patronage.
The Spenders, with a special cast. —
This proved a very good picture and was
well liked. — Mrs. James Webb, Cozy the-
atre. Union, Ore. — Small town patron-
age.
The Man of the Forest, with a special
cast. — This is fine. Buy it. I never saw
a Zane Grey yet which did not please the
average audience and this one is way
above the average Grey. The only ob-
jection is, why don't they follow the
story in the book? Can anybody tell
me this? — Geo. C. Starkey, Opera House,
Montour Falls, N. Y. — Neighborhood
patronage.
Truant Husbands, with a special cast.
— A very nice picture. Clean comedy-
drama. A picture that 90 per cent will
enjoy. — Lake theatre, Baker, Mont. —
General patronage.
Metro
Turn to the Right, with a special cast.
— Nine out of ten will like this picture.
Not a big box office attraction, but it
sure has entertaining qualities and will
please the masses. There is one inci-
104
EXHIBITORS HERALD
June 24, 1922
|lillHIIIIIIIIIIIIIIIIIIIIIIIIIIII1lllllllilllllllllllllllllllllW
I What to Do? |
1 What to Do? I
■ What to Do? j
I have lost my book you jj
sent me of "What the Picture
Did For Me." I consider it
valuable, and if you have an- H
J other one please mail it to me.
S. R. TILLER,
Lone Star theatre, jj
Caryville, Tenn. 1
ttwiiiiiininiiiiiipiiiiiiiiiiwi
dent in the production that gets a big
laugh. — Chas. H. Ryan, Garfield theatre,
2844 Madison St., Chicago, 111. — General
patronage.
Don't Write Letters, with Gareth
Hughes. — Very clean entertainment. Sce-
nario much pleasing. Hughes' acting is
very agreeable to all. — J. Carbonell, Mon-
roe theatre. Key West, Fla. — Neighbor-
hood patronage.
The Hunch, with Gareth Hughes. —
Pretty good. Comedy drama type. Gets
over with pretty near everyone. — Ben L.
Morris, Olympic theatre, Bellaire, O. —
General patronage.
Peacock Alley, with Mac Murray. —
Wonderful picture. Well cast and clean.
Played a week to good business. — H. S.
Ward, Strand theatre, Clinton, la. —
Neighborhood patronage.
Big Game, with May Allison. — This
one is a good program and that's all. —
S. V. Wallace, Idle Hour theatre, Cam-
bridge Springs, Pa.— Transient patron-
age.
Big Game, with May Allison. — Well
liked by all patrons. — F. E. Sabin, Ma-
jestic theatre, Eureka, Mont. — Neighbor-
hood patronage.
The Conquering Power, with Kodolph
Valentino. — Went over fine, made good
to big business. — Giacoma Brothers, Cry-
stal theatre, Tombstone, Ariz. — General
patronage.
Paramount
The Bachelor Daddy, with Thomas
Meighan. — Splendid picture that univer-
sally pleased. Did a wonderful business.
Kind of picture that helps both the the-
atre and whole industry. — H. P. Stewart,
Dreka theatre, Deland, Fla. — Neighbor-
hood patronage.
Beauty's Worth, with Marion Davies.
— A good drawing card. Marion Davies
is popular here and the picture drew a
good weekly attendance. — Samuel Hard-
ing, Doric theatre, Kansas City, Mo.
The Idol of the North, with Dorothy
Dalton. — Nothing to crow about. Ran
a good two reel comedy with it. Other-
wise it would have been a dismal failure.
— W. H. Goodroad, Strand theatre, War-
ren, Minn. — Neighborhood patronage.
The Mistress of the World, with Mia
May. — As usual. Imported picture, very
poor. — J. Carbonell, Monroe theatre, Key
West. Fla. — Neighborhood patronage.
At the End of the World, with Bettv
Compson. — A wonderful picture, pleased
100 per cent. Fair business, two days. —
T. N. Magruder, Elite theatre, Baxter
Springs, Kan. — Neighborhood patron-
age.
The Sheik, with Rodolph Valentino
and Agnes Ayres.— A good picture. Beau-
tiful settings, and a real box office attrac-
tion. Went over very good. — Raymond
Frankel, Lubin theatre, Cincinnati, O. —
Transient patronage.
A Prince There Was, with Thomas
Meighan.— I have never liked Meighan.
and another picture like this one will
finish him with the few of my patrons
that have liked him. Little Peaches
Jackson only redeeming quantity in the
six reels. — A. L. Middleton, Grand the-
atre, De Queen, Ark. — Small town pat-
ronage.
The Beauty Shop, with Raymond
Hitchcock. — This picture proved to be a
flivver. Lots of good comedy in it but
too much left to subtitles. Our people
didn't like it.— H. P. Stewart, Dreka the-
atre, Deland, Fla. — Neighborhood pat-
ronage.
Boomerang Bill, with Lionel Barry-
more. — A swell picture, a wonder, but
has no drawing power. They will like
it if you can get them in to see it. — T. N.
Magruder, Elite theatre, Baxter Springs,
.Kan. — Neighborhood patronage.
Conrad in Quest of His Youth, with
Thomas Meighan. — Poor title. Drew
poorly. Satisfied only poorly. — Giacoma
Brothers, Crystal theatre, Tombstone,
Ariz. — General patronage.
The Inside of the Cup, a Cosmopolitan
production. — An exceptionally good pic-
ture. Play it up big. It will stand up
to anything good.— W. H. Goodroad.
Strand theatre, Warren, Minn. — Neigh-
borhood patronage.
Bought and Paid For, with Agnes
Ayres and Jack Holt. — Like most that
Paramount offers, a great one. Stars,
scenario, photography, direction, 90 per
cent to the good. Pictures like this one
are elevating and T am only too sorry
that the producers don't give us many
like this one is, although not boosted like
many so-c?lled super-specials. It's far
better than most of them. Jack Holt is
a natural born actor and with Agnes
Ayres as a partner you may expect some
mighty good pictures from them. Give
me pictures like this one, and let some-
one handle the suner-special big ones. —
luan Carbonell, Monroe theatre. Key
West, Fla. — General patronage.
Get-Rich-Quick Wallingford. — A Cos-
mopolitan production. A first class at-
traction from anv angle. Will please
100 per cent. — Bill Leonard. Mystic the-
atre, Cedar Vale, Kan. — Neighborhood
patronage.
The Bronze Bell, with a special cast. —
Brother Exhibitors, if Paramount has
this booked to you, review it yourself
before exploitation. Tt was a lemon for
me. — Lake theatre, Baker, Mont. — Gen-
eral patronage.
Treasure Island, with Marion Davies.
— A great difference of opinion among
patrons. Some said a crackerjack, while.
others condemned it as too rough. Per-
sonally thought it a good show and fol-
lowed the book, which is a masterpiece. —
Unique theatre, Bricelyn, Minn. —
Neighborhood patronage.
Is Matrimony a Failure? with a special
cast. — Business excellent but picture
failed to please all classes, especially the
ladies. It is straight comedy of the
highest order and is really a great pro-
duction. Advertising stunts put it over
for me. A sure money maker. — H. P.
Stewart, Dreka theatre, Deland, Fla. —
Neighborhood patronage.
Cappy Ricks, with Thomas Meighan.
— A real story and cast excellent. Star
at his best. Played two days to fine
business. Stood them in the rain. — L. D.
Hendrix, Star theatre, Mt. Vernon, la. —
Neighborhood patronage.
Sand, with William S. Hart. — Have
seen better Hart pictures than this one
but you can safely buy it as it will please
your people. — Geo. C. Starkey, Opera
House, Montour Falls, N. Y. — Neighbor-
hood patronage.
The Inside of the Cup, a Cosmopoli-
tan production. — Fine picture. Okay to
all the other reports. A picture that
should be shown everywhere. — A. L.
Hepp, Idylhour theatre, Greeley, Neb. —
Neighborhood patronage.
The Good Provider, a Cosmopolitan
production. — A really great picture. De-
lighted everyone who saw it and many
declared it to be better than Humoresque.
It has every element of a successful pro-
duction.— H. P. Stewart, Dreka theatre,
Deland, Fla. — Neighborhood patronage.
The Faith Healer, with a special cast.
— A very nice picture with good settings
and pleased the majority, although noth-
ing to rave about. A nice little program
for a Sunday night. — Lake theatre. Baker,
Mont. — General patronage.
Forbidden Fruit, a Cecil B. De Mille
production. — A real picture and one that
should please all classes. Dreto two
days to fair business. — Jack Rousek,
Dome theatre. Schuyler, Neb. — Neighbor-
hood patronage.
Held by the Enemy, with a special
cast. — This famous old Civil War stage
play turned into a picture highly pleased
our patrons. The acting of Jack Holt
CHARLES RAY in a scene from his
latest First National picture, "Smudge."
June 24. 1922
EXHIBITORS HERALD
105
pllllllllUIH
Proposition Referred to
Committee on W. and M. j
Can you offer any explanation for the unusual silence that has settled g
g over the once vibrant typewriters of three handsome exhibitors who were g
g entered in a beauty contest a few months ago? Personally, I breathed a sigh g
g of relief when this "battle of the mugs" ended in a dog fall or "no dice," as m
g this gave all of us a chance to retreat in good order with vanity intact.
It is evident, however, that the canker of disappointment is gnawing at 5
g the vitals of these gentlemen. No doubt each of them cherishes a deep rooted g
g conviction that, had the contest gone through to the bitter finish, he would g
g have won with ease. To remedy this deplorable situation, and with the per- g
1 mission of EXHIBITORS HERALD, I will settle this beauty contest once g
M for all, and herewith award the following prizes:
J. C. JENKINS, Kneehigh, Neb. First prize, one fur-lined
pocket flask.
PHILIP RAND, Speckled Trout, Ida. Second prize, one pair
Bird's-Eye Maple hose supporters.
FRED S. MEYER, Mosler Safe Company, O., one volume De-
Luxe, "How to Be Elected President," by William Jawbone Bryan.
As for myself, I will be modest and ask for a mere trifle. Will some golf g
g bug in the picture business send me a putter that will sink 'em every time g
g twenty feet from the cup?
E. E. SPRAGUE,
Lyric theatre, Goodland, Kan.
IiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiim
and Agnes Ayres, Wanda Hawley and
Lewis Stone, excellent. Walter Hiers
as the fat reporter not a good choice.
Many comedy situations lacking the
punch of the original play, but as an
evening's entertainment far above the
average. Six reels. We did not raise
prices. — Philip Rand, Rex theatre, Sal-
mon, Ida.
The Crimson Challenge, with Dorothy
Dalton. — A very fine Western but locally
Dorothy Dalton fails to draw. — H. P.
Stewart. Dreka theatre. Deland, Fla. —
Neighborhood patronage.
Jack Straw, with a special cast. — An
A-l show which pleased my patrons. —
Unique theatre. Bricelyn, Minn. — Neigh-
borhood patronage.
Below the Surface, with a special cast.
— Good picture, but could hardly call it
a speciaj. Seemed to please some. Pic-
ture held them, but really not just the
kind the public wants. Feed them what
they want when they want it. — J. W.
Boatwright. Radio theatre, Ozark, Mo. —
Neighborhood patronage.
Sand, with William S. Hart.— They
simply ate this one up. A dandy west-
ern and one that should please anywhere.
Drew fine. — Fred Glass. Lincoln theatre,
Elm Creek, Neb. — Neighborhood patron-
age.
Saturday Night, a Cecil B. De Mille
production. — Very good entertainment.
Will please the average. It's gorgeous
in its presentations. — J. Carbonell. Mon-
roe theatre, Key West, Fla. — Neighbor-
hood patronage.
Let's Be Fashionable, with Douglas
MacLean and Doris May. — Good acting
but not the kind of a picture for a small
town. Nowhere in it with 23*^ Hours
Leave. Stars are good and it is a good
picture of its kind, but we cannot use
this kind. Several kicks. — J. W. Boat-
wright. Radio theatre. Ozark, Mo. —
Neighborhood patronage.
The Whistle, with William S. Hart —
This, not being a Western, was afraid
it would not take as well as most Hart's
do here. But it certainly pleased, and
Bill got away with the sob stuff to per-
fection. Really our best bet is Bill Hart.
— Horn & Morgan. Star theatre. Hay
Springs, Neb. — Small town patronage.
The Education of Elizabeth, with Bil-
lie Burke. — A lot of good comedy in it
and pleased very well here. Burke fol-
lowers said it was a very cute picture.
It will please the majority. — M. D. Fos-
ter, Gem theatre, Williamsburg. Kan. —
General patronage.
The Little Minister, with Alice Cal-
houn.— Went over good and patrons
seemed pleased. Drew fair. — Henry
Klevan. American theatre, Culbertson,
Neb. — Neighborhood patronage.
Sick Abed, with Wallace Reid. — Some
picture. We like this kind of picture.
Pleased everybody who saw it. — E. D.
Luna. Cozy theatre, Lincoln, Ark. —
Neighborhood patronage.
What's Your Hurry? with Wallace
Reid. — Another of Wallic's good ones.
Out of the ordinary run of his speed
pictures. Evervone was well pleased. —
R. R. Gribblc. Grand theatre. New Ham-
burg, Ont.. Can. — Small town patronage.
Behold My Wife, with a special cast. —
Here is a picture that is a fine knockout.
Show this one and clean up. — W. F. Hay-
cock, Star theatre. Callaway, Neb —
Neighborhood patronage.
Chickens, with Douglas McLean. — A
fair picture, but not as good as some of
his others. Doris May would have im-
proved it. — R. R. Gribble, Grand the-
atre. New Hamburg, Ont.. Can. — Small
town patronage.
Hawthorne of The U. S. A., with Wal-
lace Reid. — Reid billing will bring them
in, but the picture is not very good. — F.
E. Sabin, Majestic theatre, Eureka, Mont.
— Neighborhood patronage.
The Woman God Changed, a Cosmo-
politan production. — A real picture and
one that gave general satisfaction. Drew
very good. — C. G. Gupton. Auditorium
theatre. Oxford, Neb. — Neighborhood
patronage.
Pathe
Discontented Wives, with a special
cast. — Patrons well pleased. Good clean
picture and will satisfy most any class of
audience. Drew good. Also ran a Har-
old Lloyd reissue. — A. K. Roth, Capitol
theatre, Silver Creek, Neb.
Rio Grande, with a special cast. — I
can't say a great deal for this picture
The lighting was very bad and the scenes
in many places were so dark they could
hardly be seen. — Geo. C. Starkey. Opera
House, Montour Falls, N. Y.— Neighbor-
hood patronage.
R-C Pictures
The Swamp, with Sessue Hayakawa. —
Pleased 90 per cent of big business. —
Giacoma Brothers. Crystal theatre,
Tombstone, Ariz. — General patronage.
Queen of the Turf, with a special cast.
— Same old stuff, but not much unfavor-
able comment. B. O. good. — Guy D.
Haslcton, Rialto theatre, Missoula, Mont.
— Neighborhood patronage.
The First Woman, with Mildred Har-
ris.— A corking surprise ending puts over
five reels of comedy-drama which other-
wise would fall flat. Can see little in the
value of Mildred Harris' name as a box
office attraction. Photography generally
poor. — Harold F. Wendt. Rivoli theatre.
Defiance, O. — General patronage.
Seven Years Bad Luck, with Max
Linder. — A dandy comedy and a picture
that is bound to please. Drew fair. —
Mrs. Kinnan, Rex theatre. Grand Junc-
tion, la. — Neighborhood patronage.
The Foolish Age, with Doris May. —
This picture was supposed to be funny
but it wasn't. Very light entertainment.
Not much to it. — Mrs. James Webb,
Cozy theatre, Union, Ore. — Small town
patronage.
A Fugitive from Matrimony, with H.
B. Warner. — Patrons said, "A very good
show." No business, but not the fault
of the picture. Too many home talent
shows, memorials, graduation, etc. —
Unique theatre. Bricelyn, Minn. — Neigh-
borhood patronage.
813, with a special cast. — Mystery story
with a kick in it and one that will please.
Drew fair. — Ellis Andre, Pastime theatre,
Mechanicsville, la.— Neighborhood pat-
ronage.
The Lure of Jade, with Pauline Frede-
rick.— This picture is no good. Not
satisfying at all. Nobody pleased, and
many asked why Frederick made such a
poor picture. My advice. Leave it
alone. — Mrs. James Webb, Cozy theatre,
Union, Ore. — Small town patronage.
Realart
Room and Board, with Constance Bin-
ney. — Constance Talmadge or Mary Pick-
ford never made a better five reel picture.
Her pictures are all good. Why should
we exhibitors and the picture show pa-
trons pay the few big stars a million a
year when there are just as good pic-
tures made with stars who can live on so
much less money? — A. L. Middleton,
Grand theatre, De Queen, Ark.— Small
town patronage.
Her Winning Way, with Mary Miles
Minter. — Mary pleased them all in this
one, but what a different Mary to the old
Mutual features. To me she don't look
106
EXHIBITORS HERALD
June 24, 1922
the part she played. — S. V. Wallace, Idle
Hour theatre, Cambridge Springs, Pa. —
Transient patronage.
Selznick
Reported Missing, with Owen Moore.
— First showing in Northwest. Raised
prices from thirty cents to forty and
stood 'em out for three days. Wonder-
ful audience picture. Not even one dis-
satisfied patron. — Guy D. Hasleton, Ri-
alto theatre, Missoula, Mont. — Neighbor-
hood patronage.
A Man's Home, with a special cast. —
Harry Morey at his best and the picture
all that could be desired. Stood them
out for three days. — W. B. Beckley, Ca-
sino theatre, Marshalltown, la. — Neigh-
borhood patronage.
The Last Door, with Eugene O'Brien.
— Only a short four reels, and badly con-
nected. Plot hard to follow. O'Brien
good in the part and support okay. Story
is not there, and not worth playing unless
you have to, as we did. — Ben L. Morris,
Olympic theatre, Bellaire, O. — General
patronage.
The Man Who Lost Himself, with
William Faversham. — Poor. This class
of program does not take well with my
patronage. Action poor. — F. O. Litch,
Royal theatre, Hopkins, Mo. — Neighbor-
hood patronage.
United Artists
The Ruling Passion, with George Ar-
liss. — Probably the finest picture of its
type ever made. Rotten title. Forget
it and feature Arliss. B. O. fair. — Guy
D. Hasleton, Rialto theatre, Missoula,
Mont. — Neighborhood patronage.
I Accuse, with a special cast. — This
picture is one of the finest pictures I
have seen, touching on all points of the
world war. It is strongly endorsed by
many of the Legion Posts. It did not
go well here, as everybody wants to for-
get these things. Business poor. — Mrs.
James Webb, Cozy theatre, Union, Ore.
— Small town patronage.
Universal
The Man Who Married His Own Wife,
with Frank Mayo. — This picture should
please all classes. Plenty of action, to-
gether with good love story. The ship-
wreck is fine. Pleased 100 per cent, but
did not draw very good. — Anderson &
Weatersby, Gem theatre, Omaha, Neb. —
Neighborhood patronage.
THE WISE KID, with Gladys
Walton. — This picture drew a full
house, and my Presbyterian critic
said, "Now, if all pictures taught
lessons like that, they would be fit
for our children to see. I shall
come to see her again." — S. V.
WALLACE, Idle Hour theatre,
Cambridge Springs, Pa.
Tracked To Earth, with Frank Mayo.
— Another good Mayo offering. — F. E.
Sabin, Majestic theatre, Eureka, Mont. —
Neighborhood patronage.
Desperate Youth, with Gladys Wal-
ton.— Not up to her standard, but very
faif. Fault lies in direction. Title very
poor. — Philip Rand, Rex theatre, Salmon,
Ida.
Playing with Fire, with Gladys Wal-
ton.— Nice little picture. Business good
against strong opposition. — T. N. Ma-
gruder, Elite theatre, Baxter Springs,
Kan. — Neighborhood patronage.
Tracked to Earth, with Frank Mayo. —
Story fine. No one had ending doped at
all. "Cuddle up to Universal" is right. —
S. V. Wallace, Idle Hour theatre, Cam-
pllllllillllllllllllllllllllllllllllllllllllllllM
I "That's All j
There Is —
j T. I. A. M." f
H We beg to call your atten- B
jj tion to the fact that we have {j
jj never received but one copy ,of 1
J "The Box Office Record," and g
jj that was the March number. 1
jj Will you please send us the 1
1 back numbers, April, May and |
| June?
H. E. KUNATH,
Liberty theatre,
Shiner, Tex. 1
^iiiifiiiiiiiiimimfinniiiiiiiiiiimiiiiiifiHiiiiiiiiuiiiiiiiiiiiiiiiiifiiiiiiiiiiiiiiiiiiiiuiifmutiHiiiiiiiifliiiiuiiffl
bridge Springs, Pa. — Transient patron-
age.
Moonlight Follies, with Marie Prevost.
— Seemed to please the majority, but
several stated that they did not like the
picture. Prevost's first appearance here.
— J. W. Boatwright, Radio theatre,
Ozark, Mo. — Neighborhood patronage.
The Fire Eater, with Hoot Gibson— A
good picture. Started out good but fell
off towards latter part of week. People
still think Hoot Gibson is appearing in
two reelers and they asked what the
feature pictures were. — Raymond Fran-
kel, Alhambra theatre, Cincinnati, O. —
Transient patronage.
Man to Man, with Harry Carey. —
Business way off, but no fault of picture.
Dandy subject and should please. — W.
C. Treloar, Treloar theatre, Ogden, la. —
Neighborhood patronage.
Red Courage, with Hoot Gibson. — Let
Hoot put pep into your dead night. This
boy never fails to please with his big
smile. Actor with him was great. — M.
Oppenheimer, Empire theatre, New Or-
leans, La. — Transient patronage.
No Woman Knows, with a special cast.
— Spent more on advertising than film
rental, but did not do much. Seemed to
please well enough. — W. Cruickshank,
Opera House, Mitchell, Ont., Can. —
Neighborhood patronage.
A Dangerous Little Demon, with Ma-
rie Prevost. — No better and no worse
than the rest of her pictures. If the rest
of you like them, all right. We don't—
Wm. H. Creal, Suburban theatre, Omaha,
Neb. — Neighborhood patronage.
The Golden Gallows, with Miss du-
Pont. — Pleased a good Saturday busi-
ness. Universal sure has the pictures
that please. — T. N. Magruder, Elite the-
atre, Baxter Springs, Kan. — Neighbor-
hood patronage.
Man to Man, with Harry Carey. — Very
entertaining picture and one that should
please the middle class. Drew good and
there is fine paper on it. — Lee Easterly,
Family theatre, Clinton, la. — Neighbor-
hood patronage.
Conflict, with Priscilla Dean. — This is
a good picture, but for Universal Jewels
I have paid too much money under my
present conditions. Had I not contract-
ed these Jewels over four months ago
they would have been canceled. My mis-
fortune to have a big rain, hence no peo-
ple, but Brother Exhibitors, you need
not be afraid of this picture. — Lake the-
atre, Baker, Mont. — General patronage.
The Man Tamer, with Gladys Walton.
— This kid is a jewel. You have to
hand it to Universal for picking the beau-
ties: Gladys Walton, Eva Novak, Marie
Prevost, Edith Roberts, Miss duPont,
etc. Patrons like these. — M. Oppenhei-
mer, Empire theatre, New Orleans, La. —
Transient patronage.
Luring Lips, with Edith Roberts. —
Can be truly called a special. You can
get it at a price at which you should
make money. Pleased 100 per cent. —
W. Cruickshank, Opera House, Mitchell,
Ont., Can. — Neighborhood patronage.
The Fox, with Harry Carey. — This is
the best Harry Carey to date. Splendid
western, Carey goes big with us here. —
Mrs. James Webb, Cozy theatre, Union,
Ore. — Small town patronage.
Society Secrets, with Eva Novak. —
Good program picture. Pleased every-
one.— W. H. Goodroad, Strand theatre,
Warren, Minn. — Neighborhood patron-
age.
The Fox, with Harry Carey. — One of
the best Westerns I ever ran and the.
best Harry Carey has ever appeared in.
Opened up good. Business was good
throughout the entire week. — Raymond
G. Frankel, Lubin theatre, Cincinnati, O.
— Transient patronage.
SECOND HAND ROSE, with
Gladys Walton. — Just a fair pro-
gram picture, but a combination
of circumstances drew a tremen-
dous house. It was Decoration
Day, which was damp and cool so
that people did not care to go else-
where. Also, we showed Round
Four of THE LEATHER PUSH-
ERS, and in addition to that it
was Amateur Night at our house.
The people came in droves afoot,
others by airplane, in automobiles,
wagons, buggies, motorcycles, bi-
cycles, and even some came in
Fords. They were all here from
the grandfathers and mothers
down to the babies. — WM. H.
CREAL , Suburban theatre, Omaha,
Neb.
The Rage of Paris, with Miss duPont.
— A right good program picture. Some
foreign stuff but not too much. Starts
off a little slow and thought part of the
crowd might leave before the picture
gets started. But it turned out okay
and it seemed to please. Star working
good. Better not turn her loose in the
Ozarks. — J. W. Boatwright, Radio the-
atre, Ozark, Mo. — Neighborhood patron-
age.
The Beautiful Gambler, with Grace
Darmond. — I don't believe Universal
ever made a bloomer. This one is a
knockout. — Bill Leonard, Mystic theatre.
Cedar Vale, Kan. — Neighborhood pat-
ronage.
Hitchin' Posts, with Frank Mayo. — This
feature pleased about 80 per cent of my
audience. The majority liked it, but a
few did not like it. — J. E. Spangler,
Globe theatre, Beaver, Okla. — General
patronage.
The Little Rowdy, with Gladys Wal-
ton.— Star always good. Picture failed
to draw but seemed to please all that
saw it. Lots of them as they came out
said it sure was good. Thanks to Wal-
ton.—J. W. Boatwright, Radio theatre,
Ozark, Mo. — Neighborhood patronage.
Conflict, with Priscilla Dean.— This
will give good satisfaction in any house.
The log jam was great. — Mrs. James
Webb, Cozy theatre, Union, Ore.— Small
town patronage.
Reputation, with Priscilla Dean. — A
good picture, but patrons liked her bet-
ter in The Virgin of Stamboul and
Outside the Law. — M. Oppenheimer,
June 24. 1922
EXHIBITORS HERALD
107
Empire theatre, New Orleans, La— Tran-
sient patronage.
The Magnificent Brute, with Frank
Mayo. — Very good story and lots of ac-
tion. Nice scenery. Drew well here
and pleased 90 per cent.— W. Cruick-
shank, Opera House, Mitchell, Ont.,
Can. — Neighborhood patronage.
Conflict, with Priscilla Dean. — A won-
derful attraction. All that Universal
claims for it. Good business two days.
Grab this. A money maker.— T. M. Ma-
gruder, Elite theatre, Baxter Springs,
Kan. — Neighborhood patronage.
Pink Tights, with Gladys Walton —
This is an extra good feature. Pleased
100 per cent. A better feature than a
good many so-called super-specials. A
feature you can ask any preacher to at-
tend. Boost it strong. It is w-orth it. —
J. F. Spangler, Globe theatre. Beaver,
Okla. — General patronage.
Vitagraph
The Shiek's Wife, with a special cast.
— This picture pleased them all. Fair
business. Weather bad. Storm on the
first day. — N. B. Grossman, Rex theatre,
Pocatello, Ida. — Neighborhood patron-
age.
Black Beauty, with Jean Paige. — An
extra good feature from start to finish.
A good lesson for those that handle
horses. This kind of features will drive
away censor boards. — J. F. Spangler,
Globe theatre, Beaver, Okla. — General
patronage.
Wid Gunning, Inc.
The Fire Bride, with Ruth Renick —
Dull story but redeemed by actual place
Tohite and South Sea settings. — P. G.
Estce. Fad theatre, Brookings, S. Dak. —
Neighborhood patronage.
The Madness of Love, with Jean Scott.
— Only fair. Poor box office attraction.
Lay oft. — Harold F. Wendt, Rivoli the-
atre, Defiance, O.
Serials
Winners of the West (Universal), with
Art Acord. — Business had been so bad
here that I have been afraid to buy any-
thing, and after I did contract for a pic-
ture, I immediately regretted it, and so
it was after buying Winners of the West.
I was so worried over it that the repre-
sentative came back to see me, assuring
\
me that I was safe and that he would do
all in his power to help me out This
was not just "hot air" either— he meant
it. 1 his man has a way of m = ':ing an
exhibitor feel that he has not made a mis-
take. He is certainly a good salesmen.
It is because he believes in what he is
selling. I told him that I would do my
level best with the serial but if it proved
no good after he had boosted it so, that
he could sell his stuff to somebody else
i have run twelve episodes and believe
me, 1 don t want any better serial than
^vThf^V^ WeSt- Some exhibitors
say tne kids eat it up, but the grown-
-Mrs W. M. K.mbro, Greenland the-
ronage eenSb°r°' Ga-Smal> town pat-
Go Get 'Era Hutch (Pathe), with
and looks as if it is going big. Best
serial we have seen for some time. Hutch
wJSu s°me stunt actor.-Anderson &
\\eathersbv Gem theatre, Omaha, Neb
—.Neighborhood patronage.
Ar^T^0' *eWest (Universal), with
Art Acord.-Fimshed this one. and it
held up good all the way through.-P \
Pusaten, Columbia theatre. Cedar Rapids'
la.— 1 ransient patronage. '
White Eagle (Pathe), with Ruth Ro-
r-()Vc "e on our twelfth week and
Boy, its a life saver. If you need busi-
ness get a Pathe serial. If this fails
Crl UP,-BiH Leonard, Mystic theatfe
Cedar Vale, Kan.-Neighborhood pat-
ronage.
State Rights
ELAINE HAMMERSTEIN and Holmes
Herbert in a scene from "Evidence," a
new Selznick production.
The Man from Nowhere (Arrow), with
R„«t "ox,e— A J°°d story and clean.
n w 'V0",6 lnd n wi" Set the m°nev.
tTw • uuUeluStrand theatre, Woodbine,
ia.— .Neighborhood patronage.
Isobel (Davis), with a special cast—
If an exhibitor is looking for a good
Northwest feature you will surely want
to show this feature. It pleased my
audience A good story from start to
finish. J F. Spangler, Globe theatre.
Beaver, Okla.— General patronage.
Crossing Trails (Associated Photo-
plays), with Pete Morrison.— A dandv
Western. Drew good business.— T N
Magruder, Elite theatre. Baxter Springs
Kan. — Neighborhood patronage.
n.A Roman's Business (Jans), with
Olive Tell.— This is a good feature.
Pleased the majority of people, although
star is not well known out here or busi-
ness would have been better.— I. F. Span-
pier, Globe theatre. Beaver, Okla.— Gen-
eral patronage.
The Wolverine (Associated Photo-
plays), with a special cast.— A Western
ranch picture that pleased here.— Giaco-
ma Brothers, Crystal theatre, Tombstone
Ariz. — General patronage.
Women Who Wait (Wistaria), with a
special cast.— Very good and interesting
melodrama. Story good. Title does
not indicate what to expect of the pic-
ture.— Fahrney and Elson, Electric the-
atre, Curtis, Neb.— Small town patron-
age.
The Call from the Wild (Pacific), with
Frankie Lee. — A very good picture, espe-
cially for children. Would be fine for
kids' matinee. — Chas. Hurich, Ray the-
atre, Dickinson, N. Dak— Neighborhood
patronage.
The Days of the Buffalo (Miller Bros.)
with a special cast. — Fine western pic-
ture. Drew well. Exhibitor cannot go
wrong on booking this show. Loby
knocks them cold.— L. C. McDonald, Star
theatre, Exline, la— Neighborhood pat-
ronage.
Kazan (Davis), with a special cast. —
A scene from "The Man Who Married His Own
Wife." (Universal)
An extra good story. Pleased the ma-
jority of people and in fact any one who
has read the book and is a lover of
James O. Curwood stories will like this
show. The only fault is it is a little too
dark in some places— J. F. Spangler,
Globe theatre, Beaver, Okla.— General
patronage.
The Days of the Buffalo (Miller Bros.)
with a special cast. — A fine picture. A
real western. Ran two nights. Made
me money both nights. They came out
in the rain to see it both nights. The
lobby is great. Pleased 99 per cent. —
Geo. Summers, Royal theatre, Unionville,
Mo. — Neighborhood patronage.
Tangled Trails (Pinnacle), with Neal
Hart. — Excellent picture of the North.
Better than a lot of Curwoods. Drew
good for me. — Wm. Hemsky, Crystal
theatre, Cedar Rapids, la.— Transient
patronage.
Youth's Desire (Forward), with a spe-
cial cast. — If any exhibitor is looking for
a feature full of aeroplane stunts you
cannot beat this feature. Pleased the
young and old. Lots of good comments.
— J. F. Spangler, Globe theatre, Okla.—
General patronage.
Short Subjects
The Boat (F. N.), with Buster Keaton.
— About as funny as it is possible to
make a picture. Gets laugh all the way
and pleases all classes. It is all new and
original stunts. — Ben L. Morris, Temple
theatre, Bellaire, O. — General patronage.
The Leather Pushers (Universal), with
Reginald Denny. — Here's something dif-
ferent in the way of short . subjects.
Watch
for
108
EXHIBIT (IRS HERALD
June 24, 1922
USE THIS BLANK
Box Office Reports Tell the Whole
Story.
Join in This Co-operative Service
Report Regularly on
Pictures You Exhibit
And Read in The Herald
Every Week What Pictures
Are Doing for Other Exhibitors
Fill in this blank now and tend
to Exhibitors Herald, 417 S. Dear-
born St., Chicago.
Title
Star
Producer
Remarks
Tide
Star
Producer
Remarks
Exhibitor ...
Name of Theatre
Transient or Neighborhood Pat-
ronage
City
State
We were late starting and have only had
Round One, but all that saw it went
away talking.— Anderson & Weathersby,
Gem theatre. Omaha, Neb. — Neighbor-
hood patronage.
Friday the 13th (C. B. C), with Hall-
room Boys. — Splendid comedy, as are 75
per cent of the Federated. Why does
Chaplin, Keaton and Lloyd have to make
a million dollars a year when people
making less make just as good pictures?
— A. L. Middleton, Grand theatre, De
Queen, Ark. — Small town patronage.
Edgar Camps Out (Goldwyn). Johnny
Jones. — Good clean comedy. Good for
entire family. — Philip Rand, Rex theatre,
Salmon, Ida.
Captain Kidd's Kids (Pathe), with
Harold Lloyd. — As good as any. A lit-
tle old, but you won't mind that. Snub
Pollard helps with the fun. — Sudie I. Ha-
ney, Liberty theatre, Des Moines, N.
Mex. — Small town patronage.
At It Again (Goldwyn), with George
Bunny. — Aside from a few laughs which
arise from the antics of a character actor
in a minor role, this comedy can be rated
as very poor. — Harold F. Wendt, Rivoli
theatre, Defiance, O. — General patron-
age.
The Tip (Pathe), with Harold Lloyd.
— Not much comedy in this one. Failed
to get the laughs. — V. G. Bollman, Cas-
talia theatre, Castalia, la. — Small town
patronage.
Betty's Romeo (Pioneer). , with Muriel
Ostrich. — Another proof that it don't
take a million-a-year comedian to make a
good comedy. This is a dandy and sold
at a reasonable price. If we lay off these
big fellows. Boys, and let them take a
rest and spend their money, so they real-
ly need to sell their labor, we can buy
their's right, too. — A. L. Middleton,
Grand theatre, De Queen, Ark.— Small
town patronage.
Edgar the Explorer (Goldwyn), with
Johnnie Jones. — While this series has
held up fairly well to date, this one drags.
Two big laughs. That's all— Harold F.
Wendt, Rivoli theatre, Defiance, O.
Haunted Spooks (Pathe), with Harold
Lloyd. — A knockout. Nuff said. Pleased
two days. — T. N. Magruder, Elite thea-
tre, Baxter Springs, Kan. — Neighborhood
patronage.
Hard Luck (Metro), with Buster
Keaton.— Ran this with home talent
play, Our Wives to big crowd. Every
time I run a vaudeville or home talent
play I put on Buster as a curtain raiser.
He is as popular with our people as
Chaplin is or Arbuckle used to be. This
one is a dandy. If you you haven't run
Keaton comedies you are missing a sure
good bet. — Phillip Rand, Rex theatre.
Salmon, Ida.
Meet the Wife (C. B. C), with Hall-
room Boys. — Our patrons expect a good
deal from the Hallroom Boys. This
probably accounts for the fact that this
one went over to few laughs. Very little
new stuff in it. — Harold F. Wendt, Rivoli
theatre, Defiance, O. — General patronage.
A Sailor Made Man (Asso. Ex.), with
Harold Lloyd. — Better comedies than
this are few and far between. The most
critical fan will admit that he found en-
joyment in watching this four-reel
comedy. Lloyd has never made a better
one. — Chas. H. Ryan. Garfield theatre,
2844 Madison St., Chicago, 111, — General
patronage.
Please Remit (Federated) with Monty
Banks. — Monty Banks comedies seem to
draw an unusual lot of laughs. They are
one wonderful bet. But, personally, I
think the quality shows marks of decline.
The producer is repeating certain gags
and stunts too often. — Harold F. Wendt,
Rivoli theatre. Defiance, O.
Why Experiment with Poor Work?
Why Pay Exhorbitant Prices?
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EQUIPMENT FOR SALE
FOR SALE — Two Motiographs. motor drive,
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iness building.
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CALENDAR PROGRAM COMPANY
310-12 St. Clnir St., Toledo, O.
"calendar programs bring back the crowds"
June 24, 1922
EXHIBITORS HERALD
109
NEWSPICTURES
(Concluded from page 93)
Roumania Gives Pre-Marriage Celebration in
Belgrade.
FOX NEWS, No. 70: Murphy Wins Indian-
apolis Motor Classic — Ambassador Herrick Lays
Cornerstone tor U. S. Memorial at Rheims —
Philiptno Envoys Arrive at Seattle — Royal Uni-
versity, Padna, Italy, Guest to Americans on
700th Anniversary — Venice Has Water Carnival
— S. S. Mt. larroH Arrives at New York With
Cargo of Elephants — George Widden Claims
Largest Collection of Freckles — Lincoln Me-
morial Dedicated.
No. 71: Race Balloons Leave Milwaukee —
First Pictures of Pope Presiding Over Eucha-
ristic Congress — Six Mile Funeral Procession
Marks Burial of Gen. and Mrs. Wang at Tientsin,
China — Annapolis Graduates 520 — Los Angeles
Chicken has Wooden Leg — El Paso Declares War
on Mosquitoes.
INTERNATIONAL NEWS, No. 45: German
President Spurs Shipping Revival — Annapolis
Graduates its Biggest Class — Use Dynamite m
Texas War on Mosquitoes — Bryan Meets Tenth
Grandchild in Los Angeles — Pope Opens
Eucharistic Congress at Rome — Throngs Visit
Oberammergau Passion Play — Army Entry Wins
Milwaukee Balloon Race — Tanks Perform for
British Royalty at Aldershot — Girl Parachute
Jumper Sets New Record — Cartoon.
No. *6: Greatest Church Gathering in Roman
Coliseum — President and Mrs. Harding Hold
Lawn Party for Wounded Veterans — West Point
Cadets Display Horsemanship — France Pays
Tribute to American Dead — A Flight Over
Egypt's Pyramids — Cartoon.
"One Clear Call"
(Concluded from page o»)
been reserved the Watermelon King.
He has imitaiors from Maine to
Florida and, since the hot weather
season is at hand, wouldn't it be
fashionable, just for the sake of
originality, to vary the usual ice
cream cone matinee with a water-
melon matinee? Instead of giving
the slice of watermelon to young-
sters entering the theatre, we sug-
gest that it be given them on leav-
ing the theatre. It's going to save
the caretaker, janitor or vacuum
sweeper chauffeur a great deal of
work, to say nothing of the saving
it will mean to rugs and carpets.
Better still, how about a club
watermelon? Offer a watermelon
to any clubs organizing matinee par-
ties for the theatre to be given to
the youngsters as they leave?
Or for street exploitation, have
a darky going around with a water-
melon and the inscription carved
in the green rind: "ONE CLEAR
CALL" with the name of the the-
atre.
"Our Leading Citizen"
(Concluded from page 92)
hundreds of dressed-up tramps,
loafing about the streets in wistful
search of occupation.
Except when a speaker is on the
platform, it :3 suggested that the
stand be occupied with the life-size
LIGE CONLEY, who is being starred in
Educational-Mermaid Comedies.
cut-out of Meighan taken from
a Paramount three-sheet.
* * *
The lobby bears other aspects of
a political headquarters. There is
the sandwich sign and the paraders'
box, together with lithographs.
Across the lobby is swung a banner
with the slogan of the campaign :
"We want Tommy."
This slogan can be one of gen-
eral optional newspaper teaser
campaigns. Little scatter-ads read-
ing: "We want Tommy" should
stir an appropriate amount of in-
terest. Other teaser lines can be :
"Will you meet 'Our Leading Cit-
izen ':' " "Who is 'Our Leading
Citizen?' — Go to the Paramount
Theatre and Find Out."
There are several scenes in the
stills that suggest settings for mu-
sicial prologues. Anything sweet
and sentimental will do in the way
of music. A novelty would be an
old-fashioned vaudeville monolog-
ist, dressed to represent Theodore
Roberts, delivering a few "wise
cracks" on the political situation.
Filming of New Comedy
Is Started by Robbins
Jess Robbins, who produced the seven-
reel comedy, "Too Much Business,"
which is being published as a Vitagraph
special production, has already started
filming a new comedy on the west coast.
The latest one is an adaptation of "The
Ladder Jinx" by Edgar Franklin. Mr.
Robbins recently purchased the film
rights of the story.
The cast of "The Ladder Jinx" will be
headed by Edward Horton, Tully Mar-
shall, Otis Harlan, Margaret Landis, Ar-
thur Hoyt and Carl Stockbale.
Will Scenarize DeMille's
Forthcoming Production
Clara Beranger, author of scenarios for
William de Mille's productions for Para-
mount, has left for Hollywood to work
on the adaptation of "Clarence,' the play
by Booth Tarkington, which is to be Mr.
de Mille's next picture.
Touring-
Nebraska
With H. E. N.
Atlanta.— .rank Hammond plans to
spruce up the Rialto this summer so as
to be in shape for the good times this
fall. This house will only show one night
a week during the summer months.
* * *
Holdrege. — J. H. Taylor is busy put-
ting over a big campaign on "Foolish
Wives." The Crescent is billed like a
circus for miles around on this feature.
J. H. is also laying plans for a big ex-
ploitation drive on "Smilin' Through."
* * *
Ragan. — Huston Bros., owners of the
Empress, state that this house will change
hands shortly.
* * *
Franklin. — The Rex Theatre is a good
example of what a hustling cattle buyer
and grain dealer can do when they go
into the theatre business. Al Williams
and Ray Chitwood are putting over this
house in great shape, ably assisted by
J. H. Davis, projectionist.
Litchfield. — The prize for the highest
juice charge goes to Alva Lang, owner
of the Rialto, of this place. Think of
paying twenty cents a kilowatt. Needless
to say, Mr. Lang is in the market for a
power plant of his own.
Constance Binney Making
New Picture in England
Constance Binney has arrived in Eng-
land where production has been started at
the studio of Ideal Film Company, Ltd.,
London, cn the screen version of "A Bill
of Divorcement." Dennison Clift is direct-
ing the picture.
The film, it is stated by Reginald Warde,
representing Ideal Film Company in
United States, will be the first of a series
of productions. Plans for American dis-
tribution have not as yet been decided
upon.
Paramount Provides for
Scandinavia Distribution
New and increased distribution facilities
for Paramount pictures in Sweden, Nor-
way and Denmark are provided for in a
contract signed by E. E. Shauer, director
of the foreign department of the Famous
Players-Lasky Corporation, with Carl
York and W. W. LeMat, prominent film
importers and distributors in the Scandi-
navian territory. The contract becomes
effective August 21 and calls for the publi-
cation of eighty Paramount pictures dur-
ing the coming year.
Exchanges will be opened in Stockholm,
Copenhagen and Christiania.
Warners Buy Two More
Novels for Photoplays
To the list of a half dozen novels already
purchased by Warner Brothers have been
added two more, "The Old Folks at
Home," written by Justine Adams, and
"Lover's Lane," from the pen of Clyde
Fitch. Both stories are scheduled to be
produced in the Fall by Sam Warner, pro-
duction manager of the west coast studios.
EXHIBITORS HERALD
June 24, 1922
ttmtmm grating Cjomjratij!
NEW YORK CHICAGO PHILADELPHIA
1 1 4 W. 41 st St. 1 2 E. Jackson Blvd. 252 So. Broad St.
THEATRE EQUIPMENT
A NEW THEATRE
AT A SMALL
COST
If business has been falling off
at your theatre it is safe, in a
great many cases to attribute a
part of this to natural deprecia-
tion in the building. The house
has become less inviting. Prob-
ably you have experienced compe-
tition in the form of newly erected
theatres in your vicinity. In the
face of this the slump in attend-
ance has probably been more
noticeable. Your patrons have
seen the same old exterior for
years. The same box office has
done service for a long time. With
the exception of probably a few
flourishes, the interior of the
house is unchanged.
You feel that you need a new
theatre. This probably involves
an expenditure which you do not
think that you cannot afford. The
answer to the situation lies in
remodeling your present house.
And the hot summer months offer
a good time to do this.
At a cost of less than one-third
of what it would involve to build
a new theatre your old house can
be given every appearance of
being a strictly new structure.
From the front elevation through
the auditorium and to the stage
it can be given a new lease of life.
It can be so remodeled that your
oldest patron won't recognize it
as the same theatre. The effect
will be good for years, and the
saving substantial.
Most satisfactory results in
work of this kind is obtained in
engaging the advice of men who
are experienced in this line. Art
and beauty are important factors
in the remodeling of a theatre and
must be co-ordinated to the full-
est extent.
MANY DISTINCT FEATURES IN
NEWEST LOEW PLAYHOUSE
AT SAN FRANCISCO
300th Unit in Cross-Country Theatre Chain
Called Most Beautiful House West of Chicago
The new Warfield, San Francisco, is
a fitting structure to bring the chain of
Loew theatres from coast to coast up to
the even three hundred mark. It is the
twenty-sixth theatre to be added to the
world's largest theatre chain within the
past eighteen months, and rounds out
a period of theatre construction that is
probably unparalleled for any one or-
ganization.
The new playhouse is declared the
largest and most beautiful between Chi-
cago and the West coast. Its seating
capacity is about 3,000. The structure
is not very deep in size, the capacity
being derived in the width.
The stage is probably the best
equipped in the West. William F.
Scott, stage manager of the Los An-
geles State, did the work. Fred G.
Weis, late of Loew's Garden theatre,
Kansas City, is the manager, assisted by
Art Frahm, late of Loew's Casino, San
Francisco, and Kenneth P. Behr.
Latest Projection Equipment
The latest type projection machines are
used in the Warfield, giving a most clear
and unflickering picture. There are
three spotlights and two projection ma-
chines, together with a stereoptican in
the projection department.
The seats are extremely comfortable.
Downstairs and in the upper part of the
balcony, soft leather cushion chairs are
provided, with a new type of chair for
the boxes and loges.
Pietro Marino, late of the Chicago
Opera Company, former accompanist for
Tettrazini, is the orchestra leader, con-
ducting that organization known as th6
Warfield's Music Masters, while Grat-
tan Jules Guerin presides at the organ.
Has $50,000 Organ
The mezzanine floor is both spacious
and beautiful, with seats furnished for
those awaiting the next show. Flowers
and fitting electrical effects serve as
decorations. The chairs are of the old
Louis V period. A big mural is a fea-
ture of the ceiling effects. This mural,
painted on canvas by Albert Herter,
world famed artist, represents comedy,
song, dance and music, in typical Span-
ish forms. The valance is hand em-
broidered, as are all other pieces of drap-
ery. The organ grills have been set
above the boxes. A $50,000 Moeller or-
gan is used.
The theatre sets in the rear of a nine
story office building. Its stage is a
large one, and suitable for any produc-
tion which Loew attempts to send out
on his vaudeville time. The house is
constructed with the fan idea, which ac-
counts for the unusual width, making
every seat in good view of the stage.
Stars Attend Opening
The opening was personally super-
vised by E. A. Schiller, general repre-
sentative for Marcus Loew, working
with Sam Harris and Irving C. Acker-
man, Loew's western representatives,
and Lionel H. Keene, Schiller's assist-
ant.
Two carloads of stars were brought
from the south for the opening. Among
them were Conrad Nagel, Lois Wilson,
Claire Windsor, Theodore Roberts, Ruth
Roland, Hobart Bosworth, Lila Lee,
May McAvoy, Fred Niblo, Bebe Dan-
iels, Dan Mason, Viola Dana, Shirley
Mason, Thomas Meighan, Clara Kim-
ball Young, Billie Dove, Mary Miles
Minter, Walter Hiers, Matt Moore,
Lupino Lane, Jack Mulhall and June
Elvidge. Fred Niblo acted as master
of ceremonies at the opening.
Viola Dana in "The Fourteenth Lov-
er" was the first photoplay to be of-
fered. Business at the Warfield is re-
ported to be very good. The prices are
said to be the lowest in the city.
EFFICIENT LIGHTING
AND VENTILATION AT
NEW APOLLO THEATRE
The Apollo theatre, Indianapolis, Ind.,
a beautiful new motion picture theatre
owned by Central Amusement Company,
was opened here recently. James D. Ken-
nedy, formerly house manager of the Al-
hambra, will be manager of the new
theatre.
The building occupies the site of the
old Stegemier building owned by Richard
and Henry Stegemier, who are also in-
terested in the new theatre. The play-
house seats 1,200 persons.
A new system of indirect lighting has
been provided and the house is equipped
with the newest appliances for proper
ventilation, heating and cooling. A mez-
zanine floor provides an attractive rest-
ing place for patrons and a smoking
room for men is also among the con-
veniences. The interior decorations are in
Pompeian red, gold and emerald green
against a background of French gray.
DAVIS AND WALTER
TO OPERATE GRAND
The Grand theatre, New Castle, Ind.,
which was recently opened, has been
leased by the Davis and Walter theatrical
company and will be operated in con-
junction with numerous other playhouses
owned by the company.
112
EXHIBITORS HERALD
June 24, 1922
Loew's
Warfield
Marcus Locw, president of
Metro Pictures Corporation
and head of Loew, Inc., has
opened the 300th theatre in the
world's largest circuit. The
new Warfield theatre seats 3,000
and is declared the finest play-
house west of Chicago. Viola
Dana in "The Fourteenth Lov-
er" was the initial attraction at
the Warfield.
Balcony and box seats with loge sections.
MARCUS LOEW
Exterior view showing office portion.
June 24. 1922
EXHIBITORS HERALD
113
DRIVE ON IN SEVERAL STATES
TO MAKE THEATRES MORE SAFE
In former days when the motion pic-
ture theatre had its home in a remodeled
store and other similar places the ques-
tion of safety was not always given
any great consideration. Today, how-
ever, incidents and time have revealed
that there is a deep responsibility of
the part of the theatre to its patrons in
the question of safety, regardless of the
size of the house. Small theatres as well
as the larger ones, inexpensive houses
as well as those costing millions are a'",
bound in one standard and responsibility
when it comes to the matter of offering
its patrons every possible safeguard of
life and limb.
A movement to make every theatre
and other place of amusement strictly
safe from every angle has been started
in several states. The result of this
drive has revealed that there are a num-
ber of houses which, for various reasons,
do not measure up to the specifications
that spell thorough safety for their
patrons.
Investigate Missouri Houses
In Missouri a survey of theatres has
been under way by State Inspector Mc-
Kelvie. Engineers who inspected play-
houses found, in a number of instances,
where supporting girders and beams did
not assure adequate safety. The theatre
owners were shown where the faulty
parts of his building represented a haz-
ard to the public and ordered to close
until the improvements suggested were
made. In some instances the closing or-
der was not received with particular
gratification for to the eyes of the lay-
man the structure appeared perfectly
safe.
In the state of Xew York an exten-
sive investigation of theatres and amuse-
ment places is under way by Industrial
MODERN SMALL HOUSE
REX THEATRE. WAHOO. NEB.
"Here is a little theatre that is mod-
ern and up-to-date in every respect."
is the comment Harry Nichols, chief
field representative of the Herald makes
in connection with the above picture of
the Rex theatre. Wahoo. Nebraska,
which he visited recently. The Rex ;s
owned by Fred Smith, who. besides be-
ing an able showman, is also a member
of the executive committee of the Mo-
tion Picture Theatre Owners of Ne-
braska.
That Mr. Smith's theatre has a lobby
well designed for exploitation of his pic-
tures is apparent from a study of the
photograph. In the interior everything
has been done to make it as modern and
comfortable as possible.
Commissioner Henry D. Sayre. The in-
vestigation is being made in preparation
to the drawing up of a new set of speci-
fications to govern buildings where the
public gathers. Of interest in connec-
tion with the New York investigation is
the revelation that many theatres were
in .lose proximity to places where high-
ly inflammable material was stored. In
one instance powerful explosives were
discovered stored within a short distance
of the playhouse. Remedies of things
of this kind should react to the advan-
tage of the theatre owner.
Inspection of motion picture houses
in Pittsburgh was started following the
loosening of plaster beams and laths at
a theatre which resulted in the injury
of four persons. Up to the present time
eighteen houses have been found un-
safe and ordered closed.
McVICKERS OPENS
ON SEPTEMBER 15
Aaron Jones, of Jones, Linick &
Schaefer. has announced that the new
McYickers theatre will open on Septem-
ber 15. A record then will have been
established, the rebuilding process being
completed within eighteen weeks from
the time the doors of the old house were
closed. The new theatre will present
exclusively the biggest first rnn pic-
tures.
Just Out
of a
Typhoon-
Cooled
Theatre
ThevVe been m there two
hours.
They saw a good picture
and liked it — because
they were cool.
And outside the mercury
registers 90 in the shade.
\\~hat is it worth to you
to have people go into
your theatre hot and per-
spiring— and come out so
cool and contented?
You'll find it's worth more than the
low cost of Typhoons. Hundreds
of exhibitors say that Typhoons
pay for themselves the first summer.
That means real profit.
Easily installed— liberal terms.
Write for Booklet H-25
TYPHOON FAN COMPANY
345 West 39th St.. New York, N. Y.
Buffalo
P hiladelphia
New Orleans
Dallas
Chicago
Los Angeles
114
EXHIBITORS HERALD
June 24, 1922
There is just one big
reason why Colum-
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where:
—they make
better pictures
Incidentally they score
high in economy
Write for Information
National Carbon Company, inc.
Cleveland, Ohio San Francisco, Cal.
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A REAL PIPE ORGAN
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Send us full details regarding
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COBURN ORGAN COMPANY
220 NO. WASHTENAW AVE , CHICAGO. ILL.
New Projects
New York, N. Y. — A group of local
men, headed by Adolph Phillip, actor,
plan to erect a $1,000,000 theatre at West
Forty-sixth street near Broadway. Ed-
ward Margolies will build the structure.
*
Waukegan, 111. — Work on a new $325,-
000 theatre for Dayton Brothers of Ke-
nosha, will be started shortly. Rapp &
Rapp of Chicago, are architects.
*
Manlius, 111. — Meetings are being held
by citizens here for the purpose of form-
ing a company the object of which will
be to erect a new theatre.
*
Chariton, la. — W. D. Junkin is arrang-
ing to erect a modern theatre here. A
site has been assured him although the
deal has not as yet been consumated.
*
Trenton, N. J.— George B. Ten Eyck
of the Orphcum theatre, in association
with John W. Boyd of this city, will
erect a $750,000 theatre which will have
a seating capacity of 3,000.
*
Lewiston, Me. — A $100,000 motion pic-
ture theatre will be erected here. Those
interested in promoting the project are:
Arsene Cailler, E. P. Langley, Dr. W. H.
Chaffers, Louis Levasseur, T. F. Moreau
and Joseph Rainville.
*
Albany, N. Y. — Contract for remodel-
ing the Second Presbyterian Church in-
to a modern theatre has been let to
M. Shapiro & Son. Thomas W. Lamb
is the architect.
*
Pomona, Cal. — Construction has been
started on a $180,000 theatre here which,
when completed, will be leased and op-
erated by West Coast Theatres, Inc.
*
Bloomington, Ind. — Contract to erect
the $150,000 theatre for Harry Vonter-
smith here has been let to Shrouds-
Stoner company of Terre Haute, Ind.
*
Bakersfield, Cal. — Carl Whithington,
on a recent visit here, announced that
if other persons in the Whithington es-
tate give their consent, a modern thea-
tre will be built at 18th and K. streets.
San Francisco, Cal. — Work has been
started on the construction of a theatre
and stores in Westwood Park by Samuel
H. and Alex E. Levin.
Boston, Mass. — Olympia Realty Com-
pany is building a $1,000,000 motion pic-
ture theatre on the former Province
propertv here.
*
Detroit, Mich. — Contract for the erec-
tion Of a $2,000,000 theatre by Nortu-
western Building Corporation has been
awarded to Londhoff Vicknul Company,
5716 Euclid avenue, Cleveland, O.
*
Luzerne, Pa. — Plans are being pre-
pared by Howard B. Emery, 27 Main
street, for a new theatre for Louis Ma-
rines.
Openings
Wilmington, Del. — The New theatre
at Seaford, costing $40,000 has been
completed and opened by W. Ford
Breeding.
*
Lake Geneva, Wis. — Clyde Campbell
and others have opened a picture theatre
in the Short Amusement Hall building.
*
Long Beach, Cal.— The F. F. Latta
theatre, built at a cost of $35,000 is vir-
tually ready for opening.
*
San Francisco, Cal. — The New Castro
theatre in Eureka Valley, seating 1,250
and costing $300,000 will be ready for
opening within a week.
*
Jonesboro, La. — W. M. Woods has
opened his new motion picture theatre
in this city.
Ownership Changes
Bethany, Mo. — I. W. Maple of Albany,
with Dr. N. B. Giles, has acquired the
Princess theatre at Stanberry.
*
Philadelphia, Pa. — Jules Mastbaum
has taken title to the Bijou theatre, 217
North Eighth street.
*
Mitchell, S. D. — E, A. Bricker, owner
'of the Lyric theatr^took over the Met-
ropolitan and Gale theatres on June 1.
*
Eagle River, Wis. — Mike Frederick of
Three Lakes, has purchased the motion
picture equipment of J. J. Roderick in
Woodmen hall where he will conduct
shows.
*
Terre Haute, Ind. — Consolidated Thea-
tres Company, owner of the Liberty and
other theatres has purchased the Strand
theatre at Kokomo, Ind.
Crawfordsville, Ind. — B. V. Barton
has sold the Strand theatre to Arthur
Jackson of Tipton.
Start Barthelmess Film
Richard Barthelmess has commenced
the filming of "The Bondboy," in which
he makes his fourth appearance as a star
under the management of Inspiration
Pictures, for First National publication.
Henry King is directing the picture.
June 24, 1922
EXHIBITORS HERALD
115
EXHIBITOR BUILDS
OWN PLAYHOUSES
C. H. Simpson, Millen, Ga.,
Has Erected and Equipped
Six Theatres
There is an old proverb which points
out that if you would have a thing well
done the proper procedure is to do it
yourself. When it comes to the con-
struction of a motion picture theatre,
however, the general tendency has been
to turn the job over to the other fellow
and let him assume the worries and re-
sponsibility.
Simpson an Exception
But such is not the case with C. H.
Simpson of the Princess and other thea-
tres, Millen. Ga. Mr. Simpson does the
work himself.
"First I get the idea of how I want
the theatre to look when it is com-
pleted," says Mr. Simpson in a letter to
the Equipment Department. "Then I
hire the men to do the job and stay right
on the spot and work with them. The
Princess theatre in Millen will pass in-
spection in any state in the union as far
as safety and fire risk goes.
Supervises Whole Job
"I was the boss on the entire job —
carpenter work, wiring, installing fans
and machines, painting, and in fact ev-
erything. In buying the material, meas-
urements is all you need. The man you
buy the different things from will fig-
ure just how much you need.
"Any exhibitor can do it if he wijl
stay on the job and see that the work
is done the way he wants it.
(Note.) Mr. Simpson promises to for-
ward photographs of his theatre in the
near future.
FOX COMPANY TO BUILD
BIG CINCINNATI HOUSE
Fox Film Corporation has purchased
the Lyric theatre. Cincinnati, Ohio, and
will tear out the theatre proper and con-
struct in its place a new and modern
playhouse. The transaction involves an
investment of $1,100,000.
A consideration of $850,000 is said to
have been paid for the Lyric and to this
the Fox Company will spend $350,000
in the erection of the new auditorium.
Print Delivered in
130-Mile Sprint
Here's service — and good ex-
ploitation material.
Booker Drum of the Atlanta
First National exchange was in-
formed that a Columbus, Ga., train
had been discontinued. Manager I.
C. Holloway of the Rialto had
booked "Dinty."
No train — no print — no show.
That was the logic of the situa-
tion, but Drum didn't reason that
way. He pressed W. A. Sanges,
Associated Producers representa-
tive, and his automobile into serv-
ice. In three hours and a half he
delivered the print to Holloway.
Drum had wired ahead that the
print was being shipped by motor
route. Holloway immediately
stretched this banner across the
front of his house: "'Dinty' failed
to arrive by express. But it's com-
ing from Atlanta as fast as gas can
bring it. Watch for it." And a
cheering throng did watch for it
and crowded into the Rialto for the
matinee performance.
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of Lake Michigan. Away from dirt
and dust.
SAFETY. Plant approved by both
city of Chicago and Board of Fire
Underwriters.
PROMPTNESS. Accustomed to
serve exacting requirements.
PRICES. Reasonable and com-
petitive.
GUARANTEES. Write for our
unique guarantee of quality work.
When Music Pays Dividends
(^\NLY when a large percentage
of your patronage can be at-
tributed to the superior music you offer, does
music return satisfactory dividends.
The Cremona Theatre-Organ, developed to
meet the peculiar needs of motion picture
houses is paying dividends to exhibitors the
country over.
It increases neighborhood trade; it makes
regulars of the infrequent patron; it widens
the zone from which your house draws; it
increases your percentage of competitive busi-
ness and stabilizes your less attractive film
offering.
The Cremona may be played by hand, by
player roll, or by solo roll. Hence it does
not increase your musical cost. Frequently
it lowers it. Pipe organ or orchestra, music
is instantly available, appropriate, exquisitely
rendered for any film.
Ask for details of how the Cremona can be
made to pay as it plays.
The Marquette Piano Co.
{/The, - Chicago. U. S. A.
Cxtmotia
l^eatre ©rgan
116
EXHIBITORS HERALD
June 24, 1922
THE CAPITOL
BROADWAY, NEW YORK
Is One Of Hundreds Of Repre-
sentative Theatres Now Using
RAVEN
HAFTONE
SCREEN
MAKES YOUR WORST
SEAT A GOOD SEAT
Can Be Easily Washed.
Stands Rough Handling.
Raven Screen Corporation
One Sixty-Five Broadway
NEW YORK
The Right Organ
Music at The
Right Price
Employing an organist from
the ranks of "drifters" is a
hazardous business. You can
now be absolutely sure of get-
ting reliable organists for your
theatres and know their box
office worth in advance. This
institution is more than a
booking agency as it classifies
each organist's talents, train-
ing and ability before sending
him out on the job.
CHICAGO MUSICAL
SERVICE BUREAU
20 East Jackson Boulevard
CHICAGO
"Let your audience hear
what it sees"
$15,00 RIALTO
COOLING PLANT
Modern Ventilating System
Installed at Los Angeles
by Sid Graumat
Involving an expenditure of $15,000 a
new air-cooling and ventilating condi-
tioning system is being installed at Grau-
man's Rialto theatre, Los Angeles,. It
will be in working order within thirty
days.
Purifies Incoming Air .
The system, which is being installed by
the Tiltz Engineering and Equipment
Company, Los Angeles, calls for the in-
stallation of a rotary air conditioner and
the erection of a steel structure for its
support. The air conditioner is a highly
perfected machine for washing and cool-
ing the air, consisting of a huge steel
chamber filled with a dense spray of cold
water. The spray is created by an elec-
trically driven impeller traveling at high
velocity. The air in passing through the
spray chamber is thoroughly scrubbed,
all dust and dirt being entirely removed.
The system will provide for the comfort
of the patrons in warm and cool weather
alike, cooling the air from fifteen to
twenty degrees according to the require-
ments of the atmosphere.
After the air has been washed and
cooled it is drawn through special elim-
inating apparatus which removes all ex-
cess moisture, leaving in the air the
amount of moisture which has been found
to produce the most comfortable feeling
to the skin. The air is drawn by suction
into powerful electrical ventilating ap-
paratus and huge ducts which distribute
it evenly throughout the theatre. The
vitiated air is constantly removed from
all parts of the theatre by means of
powerful blowers, keeping the theatre
filled with only cool fresh air.
Business not Hindered
The capacity will be 60,000 cubic feet
of air per minute, changing the air in
the theatre every three minutes. In order
not to interfere with the shows the work
is being done during the night and early
morning hours when the theatre is
closed.
Pacific Film Opens First
Exchange at Los Angeles
The first of a series of independent ex-
changes has been opened in Los Angeles
by Pacific Film Company. It is the
plan of John J. Hayes, president of the
company, to extend the branch chain
from coast to coast.
E. H. Silcocks, general sales manager,
is in temporary charge.
Chatham Theatre Opens
The beautiful new Chatham theatre at
75th street and Cottage Grove avenue,
owned by Jack and Van Cooney broth-
ers, was opened to the public on Wed-
nesday, June 7. The new house seats
1,000 and is a valuable addition to the
busy neighborhood of which it is the
center.
Hellman Acquires Films
Morris Hellman of Reelcraft exchange
has purchased rights to "The Able
Minded Lily." ''The I'orcsl King" and
"The Girl from Rocky Point," five part
features, for territory from Pacific Film
Company, Inc.
"Strike
Up the
Band"
No Chance With a Piano
Give the people a wide variety
of good music at low cost with
a Barton Organ. Keep open
this Summer with profit.
Write for Information
The Bartola Musical Instrument Co.
5 So. Wabash Ave., Chicago
We're So Busy Turning
Out Good Trailers
For our customers, that we don't
have much time to pay attention
to the knocking of our com-
petitors.
FILMACK
TRAILERS
With or without scenes
including tinting.
a foot. Ask
us about it!
24 Hour Service
Perfect Work
IRVING MACK & CO., Inc.
808 S. Wabash Ave. Phone Wabash 1504
CHICAGO, ILL.
Now Serving 250 Theatres Each Week
The National Poster
& Printing Co.
An Advertising Service for the Exhibitor
506 S. Wabash Ave. CHICAGO, ILL.
PHONE WABASH 6722
Programs made up complete, we
furnish cuts and copy. Dodgers
on all features.
WRITE FOR SAMPLES
$25.00 Reward
A reward of $25.00 is offered for
information leading to the arrest
and conviction of Charles N.
Nichols, formerly in the employ of
Bryant Washburn, the actor, and
who has recently posed as Wash-
burn's manager. Nichols is wanted
by the police of several cities for
passing bad checks. Address:
B. C. A. c/o Exhibitors Herald, 417
South Dearborn St., Chicago.
CHICAGO TRADE EVENTS
League in Move for
Coordinated Effort
Abrahams Seeks Cooperation
Between Small and Big
Theatre Owners
Sam Abrahams, vice president and act-
ing chief executive of the Illinois Mo-
tion Picture Theatre Owners, has taken
the first actual step to coordinate the
efforts of big and small exhibitors in
Chicago and the state.
A luncheon was held at the Sher-
man hotel last week, at which time vari-
ous theatre owners expressed their views
and opinions on the subject. The gen-
eral sentiment was for active partici-
pation in organization matters by the
big exhibitors of Chicago, who hereto-
fore have confined their efforts to mat-
ters pertaining to the Allied Amusement
Association.
Many Have Joined
It is understood that Mr. Abrahams
already has enrolled many of the big
Chicago theatre men in the Illinois or-
ganization.
Joe Hopp was toastmaster at last
week's luncheon. Among the speakers
were Maurice Choynski, John Silha,
Glen Reynolds of De Kalb, Henry
Newall, Ludwig Siegel, Sid Selig, W. D.
Burford, J. B. Dibelka, Louis Frank and
J. C. Miller of Woodstock.
Mr. Abrahams announced that he had
obtained the services of an attorney for
the organization, and introduced Henry
J. Brandt, who. will be legal advisor
for the league. In a brief talk, Attor-
ney Brandt stated that only through
organization could the theatres receive
the consideration of legislators.
You Must Protect Self
"Your business touches the public
more intimately than does a public serv-
ice corporation," he continued. "The
latter is controlled by legislative bodies.
That seems to be the irresistible desire
of public officials. If you are to pro-
tect yourself you must be organized so
you may receive consideration from leg-
islators."
Mr. Choynski urged the exhibitors to
forget petty jealousies. "Don't always
question every move the big fellow
makes," he said. "Don't all try to be
captains."
Siegel Takes Exception
Mr. Siegel took exception to refer-
ences made by Mr. Choynski, declaring:
"The little fellows would be in a piti-
ful condition today if it were not for
organization. The dissatisfaction be-
tween the so-called little fellow and the
so-called big fellow was because the
little fellow was never called into meet-
ings. Unless you give help to the little
fellow vou'll never have an organiza-
tion."
Mr. Abrahams made a final plea for
100 per cent representation at all meet-
ings and luncheons. It is possible that
the luncheons will be regular features of
the league's work.
SAM ABRAHAMS launches movement
to get the "big fellows'' into the state
league.
Two "U" Employes
Guests at Banquet
Alexander Becomes Manager
at K. C. — Platzmann
Goes Abroad
Sixty employes of the Universal film
exchange, Chicago, gave a farewell ban-
quet for LeRoy W. Alexander and Alfred
Platzmann, in the Crystal room of the
Sherman hotel, on Friday evening.
June 9.
The occasion was the departure of Mr.
and Mrs. Platzmann, who sail on June
21 for Europe, where Mr. Platzmann will
assume his new duties as European audi-
tor for Universal Film Manufacturing
Company, and of Mr. and Mrs. Alexan-
der for Kansas City, where Mr. Alexan-
der will take charge of the Universal
exchange.
Following the banquet the officers and
employes in short addresses wished the
two popular Chicago boys bon voyage,
and presented each with beautiful ward-
robe trunks. Mr. Alexander also was
presented with a handsome cowhide
traveling bag. Louis Laemmle acted as
toastmaster, and little Miss Alexander
entertained the guests by giving an exhi-
bition of toe dancing. Dancing followed
the banquet.
It was announced during the evening
that George Levine, a former Chicago
salesman for Universal, had been ap-
pointed short service sales manager in
New York. Mr. Levine was transferred
from Milwaukee to Manhattan.
Balaban and Katz in
Fight on Hot Weather
Elaborate Advertising Wins
Attendance Despite the
First Warm Days
Balaban & Katz, owners of the Chi-
cago, Tivoli, Riviera and Central Park
theatres, have launched a special adver-
tising campaign in the Chicago news-
papers to attract summer business, bas-
ing their messages to the public on their
cooling system.
The response was almost immediate
and despite terrifically warm weather the
early part of last week, they were "pack-
ing them in." The cooling systems live
up to the promises in the advertising.
The ads read as follows:
We have invested a quarter of a million dol-
lars in cooling plants for our four theatres to
keep you cool and comfortable when the world
is hot and humid.
And the air we give you to breathe is no less
pure, sweet and invigorating than the wine-like
air which sweeps over mountain tops and fra-
grant meadows — the kind of air which thousands
seek on vacation days.
On hot days and nights when every move dis-
tresses you, and you seek in vain for a cooling
breeze, the air in our four theatres is as cool
as the first breath of Spring.
The air is constantly changing. You breathe
fresh, new air with every breath you draw. Our
theatres are healthful Summer resorts. They are
cool but never too cool. When you leave them
you can't help feeling refreshed.
A great many of the 17,000 theatres in this
country close during the heated term. But ah
Balaban & Katz theatres actually reach the peak
of their business in June, July, August and Sep-
tember.
It costs us $2,000 a week to maintain and oper
ate our cooling and ventilating plants. It re-
quires many experts. It involves the use ot
more than 50 motors, ranging from 5 to 240 h. p.,
to wash, cool and dry the air we give you to
breathe.
Ours are the only theatre:, in Chicago which
make this modern and scientific provision for
your comfort. There is no such equipment in
any theatre in New York, Boston, Philadelphia,
Paris, London, Berlin. Just think of it!
Other Chicago theatres are making
equally effective campaigns, although not
on as large a scale.
Chicago Film People Aid
French "Good Will" Drive
Chicago candidates for election to the
Good Will delegation to France were in-
troduced to Windy City movie fans by
means of trailers which Watterson R.
Rothacker gave to the drive for the re-
construction of devastated France. Miss
Catherine Luoe, of the Chicago Para-
mount organization who is the Motion
Picture Industry's candidate, was
"starred" in the trailer, being the only
fair campaigner for votes to have a close-
up. Harry Rice, reformed film publicity
man, who is now writing pieces for the
papers on the Good Will campaign, "di-
rected" the trailer and Verne Blakely turned
the crank.
118
EXHIBITORS HERALD
June 24, 1922
| CHICAGO PERSONALITIES |
— — — — — — — ~/?y Mac — — — — — — —»«—»— I
WC. BRIMMER, former execu-
tive of the local Vitagraph ex-
* change, is now affiliated with the'
local Fox organization and will assist in
the promotion of selling plans for the big
Fox specials and all other units of service.
* * *
Paul Bush, managing the Cincinnati and
Chicago offices of the Kempson Pictures,
grabbed his Gladstone bag Friday noon,
June 9, hopping the Century for ol' Broad-
way to attend a conference at the home
office.
* * *
Walter Altland has forsaken the screen
thrills of the big fight pictures and for the
future will bend his sales efforts in behalf
of the local American Releasing product
through the Wisconsin territory.
* * *
Watch yer steps, boys!! We have with
us on the local sector the charming Miss
Esther Rosecrans who was recently ap-
pointed to a sales assignment with the
local Pathe office. They all agree this
little lady is making history for the
"double eye" sales tallies.
* * *
Max Schwartz, erstwhile Vitagrapher
is now calling on the city trade for the
Kempson Pictures and can be paged most
any old time during the day at the local
Hodkinson office.
* * *
Just got another flash from the Frack-
man bungalow which tells us F. G. Frack-
man recentiv elected the happy daddy to a
Oig br ^aby son took the floor last
nicked up a flock of tacks doing
i<rhMv marathon with friend son. It's
a great life, eh, Fracky?
* * *
We spied ol' pal Roderick Ross along
the Row the other day. Yep, "Rorie" has
forsaken the "Heat" of sultry Florida for
the "Cool" breezes of Lake Michigan. Tells
us he will shortly open his summer home
in Michigan for the season.
* * *
Another golfer has joined the local
squad. This time we have with us "Chick
Evans" Young of the local Goldwyn office.
"Chick" modestly informs us he got a nice
"ninety-one" the other day, but failed to let
us know where and for how many holes.
* * *
Harry Sherman quietly slipped through
the City the other day, making it so brief
and snappy that we didn't have a chance to
find out what it was all about. All right,
Harry, we'll get you the next time ! !
C. Clagett, manager of the Irving the-
atre, had a neat but old one handed him
the other night. It seems during the outlet
of his early show, quite a standout were
waiting to enter for the late show and a
certain young American in the crowd
walked in backward, figuring manager
Clagett would check him off as one of
those coming out. The genial manager kept
his eagle eye on the entire transaction, and
when said youngster was comfortably
planted in his seat, the manager stepped up
to him and informed friend "kiddie" that
nerve of such quality deserved reward,
slipping the half scared lad a season's pass.
( * * *
Just have Harry Weiss show you his
photographic records of recent trips
through Illinois, if you think it is all "joy"
hitting our famous country highways by
motor car. Most of these rural "boule-
vards" call for a hydro-plane or some
other aqua means of locomotion.
* * *
L. M. Rubens, the notable exhibitor of
Illinois, is apparently having the time of
his life doing Continental Europe, judging
from the scenes depicted upon the post-
card Clyde Eckhardt, manager cf the Fox
exchange, just received. Paris — if you
please ! !
* * *
While chatting about "over there," vvc
listened in on a chat of "Dr." Arthur
Lowy, who has just returned from an ex-
tended visit abroad, and the "doctor" tells
that with five dollars in Uncle Sam's coin
you can buy enough food and liquor to run
the Drake hotel for a week. We'll say,
the woild's all wrong!
* * *
Irving Maas, asst. manager of the local
Fox exchange, is to forsake the local Row
to join the home office staff, leaving here
for New York July 15. His successor,
Martin Cavenaugh, from Washington, D.
C, has arrived and should find his new
berth a happy one, for Irv sure made the
local Fox office a pleasant rendezvous for
all exhibitors. Best o' luck in your new
assignment, Irv, old chap ! !
* * *
Looks like another eighteen hole course
has been discovered out in the northwest
environs of Chicago. Tommy Green-
wood, the Hodkinson star, was sighted in
Niles Center, giving it quite a careful
scrutiny, lawst Saturday afternoon, June 10,
about two bells.
"U" Gives Special
Showing of New Film
A special showing of the new Frank
Mayo picture, "Afraid to Fight," was
given in the Universal projection room,
Monday, June 12, at 1:30 p. m. for the
exhibitors of the city. The same pic-
ture was shown on Friday, June 9, to
150 invited Legion boys by Universal
and on Tuesday of this week it was
projected in the wards of the U. S. Hos-
pital at 47th street and Drexel boule-
vard, for the benefit of the injured sol-
diers.
"Fox Week" Coming
Clyde Eckhardt is telling the world
hereabouts that Fox Week is to be held
September 10 to 16 this year, and his
entire staff of salesmen is kept busy
sending out announcements.
Al Dezel
A L DEZEL, general manager of Mas-
** ter Advertisers Corporation, has
just reached his twentieth birthday and
is one of the youngest publicity and ad-
vertising men in the Middle West. For
the past two and a half years he has
been connected with the Master Adver-
tisers, which is furnishing the exchange
men and exhibitors in Chicago with a
complete advertising and art service.
Among the successful campaigns han-
dled by Dezel were the Dempsey-Car-
pentier fight pictures, the Thomas Ince
production, "Lying Lips," Harold Lloyd
in "The Sailor Made Man" and "East
Lynne." Under his personal supervis-
ion all of the publicity and advertising
for the Barbees Loop theatre, Lubliner
& Trinz's Senate and the Pantheon are
prepared and many ads for the Wood-
lawn theatre. At present he is exploit-
ing "How to Make a Radio for $.60" a
novelty motion picture for the Russell
Productions and finishing a press book
on "Young America" for Blair Coan
of Essanay.
ARE YOU USING
J.E.WILLIS E
FOCRAFT
TRAILERS
O
o
Why pay 6 cents per foot or more for second
hand Trailers, when you can buy them NEW —
With or without scenes; Any reading matter;
Any kind of art border; Any color tint— FREE at
iy2 cents PER FOOT
Our second hand Trailers are as low as $1.00—
sometimes cheaper.
"A word to the wise is sufficient"
Phone Harrison 2278 738 So. Wabash Ave., Chicago
Just 20
June 24, 1922
EXHIBITORS HERALD
119
For truthful reproductive quality use
EASTMAN
POSITIVE FILM
You can't play real music on an instrument
with two strings— neither can you reproduce
the full quality of your negative with only
highlights and shadows. You need the full
range of Eastman Positive Film halftones
that carry quality through to the screen.
Eastman Film, both regular and
tinted base is identifiable through-
out its entire length by the words
"Eastman" "Kodak" stenciled in
black letters in the transparent
film margin.
EASTMAN KODAK COMPANY
Rochester, N.Y.
GUIDE to CURRENT PICTURES
AMERICAN FILM COMPANY
State Rights Productions
A Crook's Romance, five reels, with Helen Holmes.
A Rough-Shod Fighter, five reels, with William
Russell.
The Marriage Bargain, five reels, Mary Miles
M inter.
The Loggers of Hell-Roarin' Mountain, five reels,
Helen Holmes.
Silent Shelby, five reels, with Frank Borzage.
AMERICAN RELEASING CORP.
Cardigan (Messmore Kendall Prod.), seven reels.
Jungle Adventures (Johnson-Exceptional Prod.),
five reels.
Belle of Alaska (Chester Bennett Prod.), five
reels.
Daring Danger (Cliff Smith Prod.), five reels.
Jan of the Big Snows (Jas. Oliver Curwood
Prod.), five reels.
The Cradle Buster (Tuttle-Waller Prod.), iix
reels.
Bluebeard Jr. (Jas. Livingston Prod.), five reel*.
The Lying Truth (Marion Fairfax Prod.), six
reels.
Sisters (International Film), seven reels.
The Hidden Woman (Nanuet Am. Corp.), five
reels.
My Old Kentucky Home (Pyramid Pictures),
seven reels.
Man's Law and God's (Finis Fox), six reels.
The Three Buckaroos (Fred Balshofer), five reels.
The Pillagers (Louis Wm. Chaudet), seven reels.
Destiny's Isle (Wm. P. S. Earle), six reels.
ARROW FILM CORP
The Girl from Porcupine, five reels, with Fairs
Binney.
God's Country and the Law, six reels, Gladys
Leslie. .
Love, Hate and a Woman, six reels, Grace Davison.
A Yankee Go Getter, five reels, Neva Gerber.
Dangerous Paths, five reels. Neva Gerber.
Price of Youth, five reels, Neva Gerber.
Ten Nights in a Bar Room, eight reels, John
Lowell.
The Innocent Cheat, six reels, Roy Stewart.
Chain Lightning, five reels, Ann Little.
A Motion to Adjourn, six reels, Roy Stewart and
Marjorie Daw.
Back to Yellow Jacket, six reels, Roy Stewart and
Kathleen Kirkham.
The Broken Silence, six reels, Zena Keefe.
The Splendid Lie, six reels, Grace Davison.
The Double-O, five reels, Jack Hoxie.
ARTCLASS PICTURES CORP.
After Six Days, ten reels.
ASSOCIATED EXHIBITORS
Distributer! th'ougk P"thr Exrhanp"
The Sin of Martha Queed, all star cast, six reels.
Marry the Poor Girl, Mr. and Mrs. Carter De-
Haven, six reels.
A Sailor-Made Man, Harold Lloyd, four reels.
The Unfoldment, special cast, six reels.
Handle with Care, all star cast, five reels.
Woman, Wake Up I (Florence Vidor), six reels.
Don't Donbt Your Wife (Leah Baird), five reels.
Lady Godiva, six reels.
Silas Marner, seven reels, All-Star.
The Real Adventure, five reels, Florence Vidor.
When the Devil Drives, five reels, Leah Baird.
PLAYGOERS PICTURES, INC.
Oct. 9 — Across the Divide, six reels.
Oct. 23— Tropica] Love, five reels.
Nov. 13— Father Tom, five reels.
Nov. 20— Anne of Little Smoky, five reels.
Dec 4— The Ruse of the Rattler, five reels.
Jan. 15— Reckless Chances, five reels.
Feb. 26 — Hills of Missing Men, six reels.
Apr. 2 — Sunshine Harbor, six reels.
Apr. 18 — A Pasteboard Crown, six reels.
Apr. 23 — Lonesome Comers, five reels.
May 7 — Tracks, six reels.
ASSOCIATED PHOTOPLAYS, INC.
Crossing Trails, five reels, with Pete Morrison.
Ghost City, five reels, with Helen Holmes.
Too Much Married, five reels, with Mary Ander-
son.
C. B. C. FILM SALES
The Victim, six reels
Bangerous Lovr. five reels
Caotivating Mary Carstairs, five reel (Norma
Talmadge re-isue.)
The Heart of the North, five reels, Roy Stewart.
Life's Greatest Question, six reels. Roy Stewart.
EXCEPTIONAL PICTURES CORP.
Jungle Adventures, Martin Johnson.
His Nibs, with Charles (Chic) Sale.
EQUITY PICTURES
Hush, five reels, with Clara Kimball Young.
Straight From Paris, five reels, with Clara Kim-
ball Young.
Charge It, five reels, with Clara Kimball Young.
Where is My Wandering Boy Tonight? six reels,
Cullen Landis.
What No Man Knows, Clara Kimball Young.
The Worldly Madonna, Clara Kimball Young.
FAMOUS PLAYERS-LASKV
Love's Boomerang (John S. Robertson Prod.),
5,618 feet.
Her Own Money (Ethel Clayton), 4,981 feet.
Midnight (Constance Binney — Realart), 4,653 feet.
The Red Peacock (Pola Negri), 6,735 feet.
A Game Chicken (Bebe Daniels— Realart), 4,748
feet.
Travelin* On (William S. Hart), 6,267 feet.
Forever (Fitzmaurice), 7,236 feet.
The Mistress of the World (Special — Chapter 1),
5,647 feet.
The World's Champion (Wallace Reid), 5,030 feet.
The Mistress of the World (Special — Chapter 2),
5,275 feet.
Her Husband's Trademark (Gloria Swanson),
5.100 feet.
Bobbed Hair (Wanda Hawley— Realart), 5,000
feet.
Fool's Paradise (Cecil DeMille), 8,600 feet.
The Mistress of the World (Chapter 3), 5,061
feet. ... _ ,
The Heart Specialist (Mary Miles Minter— Real-
art), 5,000 feet. „ .
Beauty's Worth (Marion Davies — Cosmopolitan).
The Mistress of the World (Chapter 4), 3,825
The Green Temptation (Betty Compson). 6165
feet
Through a Glass Window (May McAvoy). 4,490
feet. ,
Find the Woman (Cosmopolitan), 5,144 feet.
The Cradle (Ethel Clayton), 4.698 feet.
The Sleepwalker (Constance Binney), 4 530 feet.
Bought and Paid For (Wm. DeMille-Ayres-HoIt) ,
5,600 feet.
The Devil's Pawn (Pola Negri), 4,712 feet
The Crimson Challenge (Dorothy Dalton), 4,942
feet
The Truthful Liar (Wanda Hawley), 5.243 feet.
The Spanish Jade (Robertson Prod.), 5111 feet.
Is Matrimony a Failure? (Ail-Star), 5.612 feet.
The Good Provider (Cosmopolitan), 7753 feet.
Beyond the Rocks (Gloria Swanson). 6740 feet.
The Wife Trap (U. F. A. Prod.), 5207 feet.
The Beauty Shop (Cosmopolitan Prod.), 6536 feet.
North of Rio Grande (Holt-Daniels), 4770 feet
The Man from Home (Geo. Fitzmaurice), 6895
feet.
The Ordeal (Agnes Ayres). 5000 feet.
The Bachelor Daddy (Thos. Meiehan), 6229 feet.
Across the Continent, six reels, Wallace Reid.
Over the Border, seven reels (Stanlaws-Compson
Prod.). . • /»» i
The Woman Who Walked Alone, six reels (Mel-
Our Leading Citizen, six reels, Thos. Meighan.
The Eyes of the Mummy, four reels, Pola Negri.
FIDELITY PICTURES CO
The Married Virgin, six reels.
Frivolous Wives. Bix reels.
FIRST NATIONAL
Star Dust, with Hope Hampton.
Tol'able David, with Richard Barthelmess.
R. S. V. P.. with Charles Ray.
Pilgrims of the Night (Frothinghara Pro.-Asso.
Prod.).
Blind Hearts (Bosworth Pro.-Asso. Prod.).
The Idle Class, with Charles Chaplin.
Molly O, with Mabel Normand (Mack Sennett).
The Silent Call (Trimble- Murphin Pro.).
Hail the Woman (Thos. H. Ince Pro.).
The Sea Lion (Bosworth Pro.).
Polly of the Follies, with Constance Talmadge.
Her Mad Bargain, with Anita Stewart.
Woman's Side, with Katherine MacDonald.
Love's Redemption, with Norma Talmadge.
The Beautiful Liar, with Katherine MacDonald.
The Song of Life, seven reels (John M. Stahl
P«>)- . - „
Kindred of the Dust (R. A. Walsh Pro.).
The Rosary (Special Selig-Rork Pro.).
Shattered Idols (Frothingham Pro.).
The Barnstormer, with Charles Ray.
Red Hot Romance, six reels (Emerson-Loos).
Penrod. eight reels. Wesley Barry.
The Cave Girl, five reels.
The Lotus Eater, seven reels, John Barrymore.
Caberia, nine reels, Special.
My Boy, five reels, Jackie Coogan.
The Seventh Day, six reels, Richard Barthelmess.
A Question of Honor, six reels, Anita Stewart.
Gas. Oil and Water, five reels, Charles Ray.
Smilin' Through, eight reels, Norma Talmadge.
The Infidel, six reels, Katherine MacDonald.
The Woman He Married, seven reels, Anita
Stewart.
FEDERATED FILM EXCHANGES
The Servant in the House, five reels, with au
star cast
Dangerous Toys, seven reels, with all-star out.
Heidi of the Alps, Prizma.
FOX FILM CORPORATION
FOX SPECIALS
Over the Hill, eleven reels.
A Virgin Paradise, eight reels.
A Conn. Yankee in King Arthur'* Coart, eigki
reels.
Thunderclap, seven reels.
Shame, 8.200 feet.
Perjury, 7,400 feet.
Footfalls, eight reels.
The Last Trail, seven reels.
Queen of Sheba, ten reels.
WILLIAM FARNUM IBRI1I
His Greatest Sacrifice six reels.
A Stage Romance, 6,418 feet.
PEARL WHITE SERIES
Beyond Price, seven reel^
Any Wife, five reels.
The Broadway Peacock, five reels.
TOM MIX SKU1K8
Ridin' Romeo, five reels.
Big Town Round-up, five "rels.
After Your Own Heart, five reels.
The Night Horseman, five reels.
The Rough Diamond, five reels.
Trailin', five reels.
Sky High, five reels.
Chasing the Moon, five reels.
WILLIAM RUSSELL 1KH1BI
Desert Blossoms, five reels.
The Roof Tree, five reels.
Strength of the Pines, five reels.
SHIRLEY MASON SERIES
Ever Since Eve, five reels.
Queenie, five reels.
Jackie, five reels.
Little Miss Sunshine, five reels.
DUSTIN F A II M M SERIES
The Primal Law, five reels.
The Devil Within, six reels.
Iron to Gold, five reels.
CHARLES JONES SERIES
To a Finish, five reels.
Bar Nothin', five reels.
Riding with Death, five reels.
JOHN GILRERT SERIES
Gleam o' Dawn, 4,178 feet.
2«rTH CENT! MY BRAND
Cinderella of the Hills. (Barbara Bedford).
Bucking the Line.( Maurice Flynn).
The Jolt. (Murphy- Walker).
Whatever She Wants (Eileen Percy).
Smiles Are Trump (Maurice Flynn), five reels.
Extra I Extra! (Walker-Murphy), five reels.
WID GUNNING, INC.
What Do Men Want? six reels, Claire Windsor.
Our Mutual Friend, eight reel, All-Star.
White Hands, six reels, Hobart Bosworth.
The Blot, seven reels, Claire Windsor. .
Quo Vadis, six reels, All-Star.
Girl from God's Country, seven reels, Nell Ship-
man.
Old Oaken Bucket, five reels, All-Star.
Good to Evil, five reels, Lucy Doraine.
Bear, Boy and Dog, two reels.
Puppy Days, 960 feet.
Robinson Crusoe Hours. 966 feet.
ENTERTAINMENT SERIES
The Fire Bride.
The Madness of Love.
Alias Phil Kennedy.
The Blonde Vampire.
Foolish Monte Carlo.
The Bootleggers.
The Love Nest.
Don't Blame Your Children.
Mrs. Dane's Confession.
The Blue Mountain Mystery.
Ace of Hearts, seven reels.
Dollar Devils.
Tune 24, 1922
EXHIBITORS
HERALD
121
GOLDWYN PICTURES CORP.
Dangerous Curve Ahead, six reels
The Grim Comedian, six reels. (Rita Weiman.)
Poverty of Riches, six reels. (Reroy Scott.)
Man from Lost River. (Katherine N. Burt.)
A Poor Relation, five reels. Will Rogers.
From Ground Up, five reels. Tom Moore.
The Night Rose, six reels. (Leroy Scott.)
Be My Wife, five reels. Max Linder.
Doubling for Romeo, »ix reel*.
Theodora, special cast, eight reels.
The Glorious Fool, six reels.
Man with Two Mothers, five reels, Mary Alden.
His Back Against the Wall, five reels, Raymond
Hatton.
Watch Your Step, six reels.
Grand Larceny, six reels.
Watch Your Step, five reels. Landis and Patsy
Miller.
Come On Over, six reels. Collem Moore.
All's Fair in Love, six reels, Betty Compson.
Head Over Heels, five reels. Mabel Normand.
When Romance Rides, six reels (Benj. Hampton).
W. W HODKINSON CORK
RENCO FILM COMPANY
Lavender and Old Lace, six reels. Marguerite
Snow. . . .
At the Sign of the Jack o' Lantern, six reels,
all-star cast.
ZANB GREY PICTURE!*. INC.
fhe P P Trail, six reels
Tl,, Van nf the Fnr»«t. .ix reel.
The Mysterious Rider, six reels. Claire Adams-
Robert McKim.
BENJAMIN B. HAMPTON PRODUCTIONS
A Certain Rich Man, six reels, Claire Adams.
Heart's Haven, six reels. Claire Adams.
The Grey Dawn, six reels, Claire Adams.
J. PARKER READ. JR. PRODUCTION*
The Brute Master, with Hobart Bosworth
Love Madness, with Louise r.laum
DIAL FILM CO. PRODUCTIONS
The Tiger's Coat, with Myrtle Stedman and Law-
The "L^h"' in the Clearing, seven reels, all-star
cast.
LOUIS TRACY PRODUCTIONS
The Silent Barrier, six reels, with Sheldon Lewis.
NATIONAL FILM PRODUCTIONS
The Kentucky Colonel, six reels, with Joseph J.
Dowling.
JOSEPH LEVERING PRODUCTIONS
His Temporary Wife, six reels, with Special Cast
IRVIN V. WILLAT PRODUCTIONS
Toe Face of the World, Barbara Bedford and Ed
ward Hearn. .... -
Fifty Candles, five reels, Marfone Daw.
ROCKETT FILM PRODUCTIONS
The Truant Husband, 6ve reels, with All Star Cast
Keeping Up With Lizzie, Enid Bennett.
HUGO BALLIN PRODUCTIONS
East Lynne, seven reels, with All Star Cast.
The Journey's End. All Star Cast.
Jane Eyre, seven reels. Mabel Ballin
Other Women's Clothes, six reels, Mabel Ballin
and Raymond Bloomer.
WARD LASCELLE PRODUCTIONS
Rip Van Winkle, seven reels, Thomas Jefferson.
WINNIPEG PRODUCTIONS, INC.
God's Crucible, six reels, Gaston Glass. .
Cameron of the Royal Mounted, six reels, Gaston
Glass and Vivienne Osborn.
HOLTRE PRODUCTIONS
French Heels, six reels, Irene Castle.
JANS PICTURES, INC.
Madonnas and Men. six reels.
Lot* Without Question, seven reels
A Woman's Business, five reels.
Wings of Pride, five reels.
Man and Woman, five reels, with Diana Allen.
The Amazing Lovers, five reels, with Diana Allen.
VICTOR KREMER, INC.
Handicap, six reel horse race feature.
When Love It Young, five reels, with ZenaKeele.
Winding Trail, five reels, with Buck Manning.
METRO PICTURES CORPORATION
METRO SPECIALS
Jan. 2— Turn to the Right, Rex Ingram Special.
Jan. 9— Fourteenth Lover, six reels, Viola Dana-
Jan. 23— Little Eva Ascends, six reels, Gareth
Hughes.
Feb. 6— The Golden Gift, six reels, Alice Lake.
Feb. 20— The Rigln That Failed, six reels, Bert
Lytell. „
Mar. 6 — Glass Houses, six reels, Viola Dana.
Apr. 3 — Kisses, six reels, Alice Lake.
Apr. 17 — The Face Between, six reels, Bert
May 1 — Seeing's Believing, six reels, Viola Dana.
NAZIMOVA PRODUCTION*
Madame Peacock, seven reels, with Nazimova
Billions, six reels, with Kazimova
Camille, six reels, with Kazimova
TIFFANY PRODUCTIONS
Peacock Alley, eight reels, Mae Murray.
Fascinat on, eight reels, Mae Murray.
MILLER BROS. 101 RANCH
Days o the Buffalo, six reels.
Perils • f the Cimarron, seven reels.
NATIONAL EXCHANGES, INC.
Welccme Children, five reels, Elsie Albert.
Shadows of the West, five reels, Hedda Nova.
The Lotus Blossom, six reels, Tully Marshall.
PATHE EXCHANGE, INC.
JESSE D. HAMfTON PRODUCTIONS
Half a Chance, seven reels, with Mahlon Hamil-
ton.
Her Unwilling Husband, five reels, with Blanche
Sweet.
Dice of Destiny, five reels, with H. B. Warner.
That Girl Montana, five reels, with Blanche Sweet.
When We Were Twenty-one, five reels, with H.
B. Warner.
ROBT. BRUNTON PRODUCTIONS
The Devil to Pay, six reels, with Fritzi Brunette
and Roy Stewart.
GEORGE B. SEITZ, INC.
Rogues and Romance, six reels, with Geo. B. Seits
and June Caprice.
FEDERAL PHOTOPLAYS. INC.
The Heart Line, six reels. (Arthur F. Beck
Prod.)
The Power Within, six reels. (Achievement
Films.)
Nanook of the North, six reels (Freres).
PACIFIC FILM CO.
The Call from the Wild.
The Fatal 30.
The Able Minded Lady.
The Girl from Rocky Point.
The Forest King.
PRODUCERS SECURITY CORP.
When Dawn Came, six reels.
Diane of Star Hollow, six reels.
The Right Way, eight reels.
The Soul of Man. seven reels.
Squire Phinn. five reels.
Welcome to Our City, five reels.
Mr. Bingle, five reels.
Mr. Potter of Texas, six reels.
Trail of the Law, five reels.
The Man Who Paid, five reels.
Irving Cummings Series, two reels.
Cissy Fitzgerald Series, 2 reels.
R-C PICTURES PRODUCTIONS
The Swamp, six reels. Sessue Hayakawa.
The Lure of Jade, six reels. Pauline Frederick.
Possession, seven reels. (Mercanton Prod.)
Duke of Chimney Butte, six reels. Fred Stone.
Silent Years, six reels. (Gasnier Prodactinos.)
At the Stage Door, six reels. (Cabanne Prod.)
Eden and Return, six reels. Doris May.
Five Days to Live, five reds, Sessue Hayakawa.
Why Men Forget, five reels. Special Cast.
Billy Jim, five reels, Fred Stone.
The Call of Home, six reels (L. J. Gasnier Prod).
Beyond the Rainbow, six reels, L J. Gasmer
Prod.
Boy Crazy, six reels, Doris May.
The Vermilion Pencil, six reels, Sessue Hayakawa.
The Bigamist, six reels, special cast.
Queen O' the Turf, five reels, special cast.
The First Woman, five reels, Mildred Harris.
Gay and Devilish, five reels, Doris May.
Sheik of Arahy. six reels, H. B. Warner revival.
The Glory of Clementina, six reels, Pauline Fred-
erick.
The Son of the Wolf, five reels (Norman Dawn
Prod.).
The Fatal Marriage, five reels (Gish-Reid reissue).
The Understudy, five reels, Doris May.
RAINBOW FILM CORP.
A Girl's Decision, five reels, with Helen Gibson
and Ed Coxen.
RUSSELL PRODUCTIONS
Shadows of Conscience, seven reels, Russell Simp-
son.
SECOND NATIONAL PICTURES
David and Jonathan, 4,800 feet
Her Story, 5,000 feet.
The Night Riders, 5,000 feet
Brenda's Heritage, 5,000 feet.
S. & E. ENTERPRISES
It Might Happen to You, five reels, with BilW
Mason.
■~nwhn» !»««. rrelf «tnnt noveltv
LEWIS J. SELZNICK ENTERPRISES
ELAINE HAMMERSTEIN STAR SERIES
The Way of a Maid, five reels.
Why Announce Yonr Marriage? five reels.
Reckless Youth, five reels.
Evidence, five reels.
EUGENE O'BRIEN STAR SFRIK1
Chivalrous Charlie, five reels.
The Prophet's Paradise, five reels.
Channing of the Northwest, five reels.
John Smith, five reels.
CONWAY TEARLE STAR SERIES
Bucking the Tiger, five reels.
The Fighter, five reels.
After Midnight.
The Man of Stone, five reels.
A Wide Open Town, five reels.
The Referee, five reels.
M'tUAL PRODUCTIONS
The Road of Ambition, six reels, with Conway
Tearle.
The Sin That Was His. six reels, with William
Faversham.
Red Foam six reels, a Ralph Ince Special.
Who Am I? (All Star Cast.)
Conceit (All Star Cast)
A Man's Home. (All Star Cast.)
Reported Missing, seven reels.
WILLIAM STEINER PROD.
Tangled Trails, five reels, Neal Hart.
D. N. SCHWAB PRODUCTIONS
Fickle Women, five reels, state right feature.
Girls Don't Gamble, five reels, state right feature
CHAS. R. SEELING PROD.
The Man in a Million, three reels.
UNITED ARTISTS CORPORATION
Dream Street, nine reels (D. W. Griffith).
Through the Back Door, seven reels, Mary Pick-
ford.
Carnival, six reels (Harley Knoles production).
Way Down East, eleven reels (D. W. Griffith).
Disraeli, seven reels, George Arliss.
I Accuse, eight reels (Abel Gance production).
Iron Trail, seven reels (Rex Beach).
Little Lord Fauntleroy, ten reels, Mary Pickford.
The Three Musketeers, twelve reels, Douglas Fair-
banks.
A Doll's House, seven reels, Nazimova.
The Ruling Passion, seven reels, George Arliss.
Fair Lady, seven reels (Rex Beach).
Orphans of the Storm, twelve reels (D. W. Grif-
fith).
UNIVERSAL ATTRACTIONS
Across the Deadline, five reels, Frank Mayo.
Don't Get Personal, five reels, Marie Prevost.
The Scrapper, five reels, Herbert Rawlinson.
Headin' West, five reels. Hoot Gibson.
The Golden Gallows, five reels. Miss du Pont
Tracked to Earth, five reels, Frank Mayo.
The Wise Kid, five reels, Gladys Walton.
The Dangerous Little Demon, five reels. Marie
Prevost.
The Bear Cat, five reels, Hoot Gibson.
The Man Under Cover, fie reels, Herbert Raw-
linson.
A Wonderful Wife, five reels, Miss du Pont.
The Man Who Married His Own Wife, five reels,
Frank Mayo.
Second Hand Rose, five reels, Gladys Walton.
Kissed, five reels, Marie Prevost
Step on It, five reels, Hoot Gibson.
The Black Bag, five reels, Herbert Rawlinson.
The Trooper, five reels, Gladys Walton.
Out of the Silent North, five reels Frank Mayo.
Her Night of Nights, five reels, Marie Prevost
UNIVERSAL- JEWEL PRODUCTIONS
Outside the uw, six reels, wun rnscilla ut.t
Reputation, seven reels, with Priscilla Dean
No Woman Knows, seven reels, Mabel Julian Scott
Conflict, six reels, Priscilla Dean.
The Fox. seven reels. Harry Carey.
Wild Honey, six reels. Priscilla Dean.
Foolish Wives, 10 reels, Erich von Stroheim.
Man to Man, six reels, Harry Carey.
The Trap, seven reels, Lon Chaney.
VITAGRAPH
EARLE WILLIAMS PRODUCTION •
Bring Him In, six reels.
Lucky Carson, five reels.
The Man from Downing Street, five reels.
Restless Souls, five reels.
CORINNB GRIFFITH PRODUCTION*
Moral Fibre, five reels.
The Single Track, five reels.
Received Payment, five reels.
Island Wives, five reels.
A Virgin's Sacrifice, five reels.
ALICE CALHOUN PRODUCTION*
The Matrimonial Web, five reels.
The Rainbow, five reels.
The Little Minister, six reels.
The Angel of Crooked Street, five reels.
ANTONIO MORENO PRODUCTION IS
A Guilty Conscience, five reels.
WILLIAM DUNCAN
Where Men Are Men, five reels.
Steelheart, five reels.
No Defense, five reels.
The Silent Vow, five reels.
VITAGRAPH SUPER-FEATURES
The Son of Walltngford, eight reels.
Flower of the North, seven reels.
The Prodigal Judge, eight reels.
Gypsy Passion, six reels.
The Sheik's Wife, six reels.
Too Much Business, seven reels.
My Wild Irish Rose, seven reels.
WARNER PICTURES
Jungle Princess, seven reels, Juanita Hansen.
Why Girls Leave Home, seven reels, Anna Q
Nilsson.
Parted Curtains, six reels. Henry Walthall.
WESTERN PICTURES CORP.
Honeymoon Ranch, five reels, Allene Ray.
West of the Rio Grande, five reels, Allene Ray.
Partners of the Sunset, five reels, Allene Ray.
Lady Luck, five reels. Allene Ray.
\
122
EXHIBITORS HERALD
June 24, 1922
SHORT SUBJECTS
COMEDIES
ARROW FILM CORP.
BROADWAY, with Eddie Barry.
CRUELLYWED, Lilie Leslie.
SPEED, Charlotte Merriam.
MIRTHQUAKES, Bobby Dunn.
SPOTLIGHT, one reel.
ASSOCIATED EXHIBITORS
I DO, with Harold Lloyd.
NEVER WEAKEN, with Harold Lloyd.
NOW OR NEVER, with Harold Lloyd.
AMONG THOSE PRESENT, with Harold Lloyd.
ATWON FILM CORP.
JOY COMEDIES.
O. B. C. FILM SALES
■ALL ROOM BOYS COMEDIES, two reel.
SCREEN SNAPSHOTS, one reel, twice a month.
CARNIVAL COMEDIES, two reel*, twice •
month. Polly Meran and Smiling Bill Jones.
SUNRISE COMEDIES, two reels, with Billy
West.
CELEBRATED PLAYERS
CELEBRATED COMEDIES.
DOMINANT PICTURES, INC.
NEW-WED COMEDIES, one reel.
EDUCATIONAL FILM CORP.
CAMPBELL COMEDIES.
Assorted Heroes, two reels.
Schoolday Love, two reels.
CHRISTIE COMEDIES, two reals.
Saving Sister Susie.
Kiss and Make Up.
No Parking.
A Barnyard Cavalier, two reels.
One Stormy Knight, two reels.
TORCHY COMEDIES, two reels.
Torchy's Promotion.
Doggone Torchy.
Torchy a la Cart.
Torchy Takes a Chance.
Battling Torchy, two reels.
MERMAID COMEDIES, two reels.
Free and Easy.
Rolling Stones, two reels.
VANITY COMEDIES, one reel.
GAYETY COMEDIES, one reel.
FILM SALES CO.
SILLY RUGE COMEDIES, one reel.
JOLLY COMEDIES, one reel.
riLM SPECIAL COMEDIES, one reel.
FIRST NATIONAL
CHARLES CHAPLIN COMEDIES.
A Dog's Life, three reels.
A Day's Pleasure, two reels.
Shoulder Arms, two reels.
Sunnyside, two reels.
The Kid, six reels.
The Idle Class, two reels.
TOON ERVI LLE TROLLEY COMEDIES, two
reels.
HENRY LEHRMAN COMEDIES, two reels.
The Kick in High Life.
Wet & Warmer.
Punch of the Irish.
The Game Lady.
BEN TURPTN COMEDIES, two reels.
Love's Outcast.
Love & Doughnuts.
Bright Eyes.
BUSTER KEATON COMEDIES, two reels.
The Playhouse.
The Boat.
The Paleface.
MACK SENNETT COMEDIES, two reels.
Made in the Kitchen.
She Sighed by the Seaside.
Call a Cop.
Hard Knocks & Love Taps.
Be Reasonable.
By Heck.
FEDERATED FILM
MONTE BANKS COMEDIES, two reels.
HALLROOM BOYS COMEDIES, two reels.
C. L. CHESTER COMEDIES, two reels.
JOE ROCK COMEDIES, one reel.
FOX FILM CORP.
CLYDE COOK COMEDIES, two reels
The Toreador.
The Chauffeur.
Hot Dos.
AL ST. JOHN SERIES, two reels.
The Happy Pest.
Fool Days.
Straight from the Farm.
The Studio Rube.
LUPTNO LANE SERIES, two reels.
The Broker.
SUNSHINE COMEDIES, two reels.
A Perfect Villain.
Love and War.
Pardon Me.
Try and Get It.
False Alarm.
Hold the Line.
Please Be Careful.
McGOVERN AND EGLER
The Runt, two reels (Shorty Hamilton).
Pep, two reels (Shorty Hamilton).
Let 'er Go Gallagher, two reels (Shorty HamD-
ton).
Pony Boy, two reels (Shorty Hamilton).
Grit, two reels (Shorty Hamilton).
Ride 'em Cowboy, two reels (Shorty Hamilton).
NATIONAL EXCHANGES
KING COLE COMEDIES, two reels.
RAINBOW COMEDIES, two reels.
PATHS EXCHANGE, INC.
VANITY FAIR GIRLS COMEDIES, one reel.
ROLIN COMEDIES, one reel.
ROLIN TWO REELERS, two reels.
HAL ROACH COMEDIES, one reel.
GAYLORD LLOYD COMEDIES, one reel.
HAROLD LLOYD COMEDIES, two reels.
PACIFIC FILM COMPANY
Folly Comedies.
PHOTO PRODUCTS EXPORT
FLAGG COMEDY RENEWALS, one reel
PINNACLE PRODUCTIONS, INC.
DAMFOOL TWIN COMEDIES, two reels.
PINNACLE COMEDIES, two reels, with Mas
Roberts.
RADIN PICTURES, INC.
JOHNNY DOOLEY COMEDIES.
UNIVERSAL FILM MFG. CO.
CENTURY COMEDIES, two reels.
STAR COMEDIES, one reel.
VITAGRAPH
LARRY SEMON COMEDIES, two reels.
The Bell Hop.
The Sawmill.
The Show.
JIM AUBREY COMEDIES, two reels.
The Riot.
The Applicant.
The Messenger.
A Charmed Life.
WARNER PICTURES
MONTY BANKS COMEDIES
Clean and dry.
DRAMAS
ARROW FILM CORP.
BLAZED TRAIL PRODUCTIONS, one every
other week, two reels.
ARROW-NORTHWOOD DRAMAS, two reels
C. B. C. FILM SALES
STAR RANCH WESTERNS, two reels: bi-
monthly.
DOMINANT PICTURES, INC.
WESTERN STAR DRAMAS, two reels.
W. W. HODKINSON CORP.
THE BEGGAR MAID, two reels (Mary Astor).
THE BASHFUL SUITOR, two reels (Mary
Brandon).
THE YOUNG PAINTER, three reels (Mary
Astor and Pierre Gendron).
PATHS
ADVENTURES OF BILL AND BOB, one reel.
TCM SANTSCHI WESTERNS, two reels.
HOLMAN DAY SERIES, two reels.
MAJ. JACK ALLEN SERIES, one reel.
PIONEER
NICK CARTER SERIES, two reels.
C. B. PRICE CO.
INDIAN DRAMAS. featuring Mona Dark-
feather, one reel.
RUSSELL PRODUCTIONS
FRANK BRAIDWOOD, in two reel Westerns.
SELIG-RORK PHOTOPLAYS
The White Mouse, two reels.
UNIVERSAL FILM MFG. CO.
RED RIDER SERIES (Leonard Chapman), two
reels.
WESTERN AND RAILROAD DRAMAS, two
reels.
COLLIER SERIES, "The Leather Pushers," two
reels.
SCENICS
EDUCATIONAL— Robert C. Bruce Scenlea Beam
tiful, one reel (every two weeks).
EDUCATIONAL— Chester Outing Scenics, oa»
reel (everv week).
EDUCATIONAL— Screenics, one reel (every tws
weeks).
EDUCATIONAL — Sketchografs, one reel.
EDUCATIONAI^-World Wanderings, one reel
GOLDWYN — Sport Review, one reel each.
In the Pink.
Drawing Cards.
Self Defense.
Centaurs of the Field.
Winter Pep.
A Rex Beach Weekend.
Taking the Air.
By-Way Champions.
"ForeP
PARAMOUNT— Burton Holmes Travel Pictares
one reel (every week).
Sante Fe— the City Different.
Seeing San Marino.
Watching the Wayands.
In Old Granada.
A Fairy Foreland.
SPECIAL PICTURES— Sunset Barrad Seeals
Stories.
TRUART FILM CORP.— One reel BarUagham
Monkey Land up the Barito River.
An Alpine Ride Up the Stanzeraora.
Jungle Belles of Borneo.
An Arctic Hike on the Great Aletsch Glacier.
A Wedding Feast Among the Borneo Dyaks.
Perilous Ascent of the Zinal-Rothora.
Pelican Island.
NATIONAL EXCHANGES— Kineto Review, on*
reel issued weekly.
MISCELLANEOUS
ARROW — Sport Pictorials, one reel.
C. B. C. SALES — Screen snapshots, one reel.
COMMONWEALTH— Spanuth's Original Vod-e>
Vil Movies.
COMMONWEALTH— Spanuth's Sermenettes.
EDUCATIONAL, one reel.
The Manly Art of Self Defense.
FAMOUS PLAYERS — Paramount Magazine, ea*
reel (weekly).
HODKINSON— Kineto Co. of America.
The Four Seasons, four reels.
Great American Authors, one reel.
Official Urban Movie Chats, one reel.
Kineto Reviews, one reel, once a week.
PATHE— Topics of the Day.
PATHE— Pathe Review, one reel.
PATHE — Aesop's Fables Cartoons, two-thirds reel.
PRIZMA— Nature's Colors.
Neighbor Nelly.
So This Is London.
Sunbeams.
Ruins of Angkor.
Magic Gems.
Away Dull Care.
Seeing the Unseen.
Nippon.
PIONEER— Luke McLuke's Film-Osoehy.
RADIN— Brind's Wonders of Nature.
R-C — Hy Mayer Traveloughs, one every two
weeks.
Starland Review, one every two weeks.
C. B. C. FILMS— Cap'n Kidd Serial, Eddie Polo.
STOREY PICTURES— Shadowland Scree* Review,
one reel every two weeks.
STORY PICTURES— Burlesque Photoplays, two
reels.
WEISS BROS. — The expose of Sawing a Lady in
Half, length 1475 feet.
SERIALS
ADVENTURES OF TARZAN SERIAL S ALU-
Adventures of Tarzan (Eiroo Lincoln).
ARROW— Thunderbolt Jack (Jack Home).
The Blue Fox (Ann Little).
Nan of the North (Ann Little)
C. B. C. FILMS— Capitain Kidd (Eddie Polo).
EXPORT & IMPORT FILM CO.— The Jangle
Goddess (Elinor Field and Truman Van Dyke.
FOX— Fantomas; Bride 11.
FEDERATED— Miracles of Jungle.
PATHE— The Sky Ranger (Geo. B. Seits ami
June Caprice).
PATHE— Hurricane Hutch (Charles Hutchinsoa).
PATHE— The Yellow Arm (Ruth Roland).
NATIONAL EXCHANGES— The Great Seward.
SELZNICK— The Whirlwind.
The Branded Four.
UNIVERSAL— The Diamond Queen (Bileea
Sedgwick).
UNIVERSAL— The White Horseman (Art Acord)
UNIVERSAL— Do or Die (Eddie Polo).
UNVERSAL— Winners of the West (Art Acord).
UNIVERSAL— The Secret Four (Eddie Polo).
VITAGRAPH— Breaking Through.
VITAGRAPH— The Veiled Mystery (Antoali
Moreno).
WARNER— The Lost City.
Miracles of Jungle.
NEWS REELS
FEDERATED (once a week) Ford Weekly.
FOX NEWS (twice a week) at Fox exchanges.
INTERNATIONAL NEWS (Mondays and Thar.
days) at Universal exchanges.
KINOGRAMS (twice a week) at Edacarjoaal «
changes.
PATHE NEWS (Wednesdays and Saturdays) al
Pathe Exchange.
SELZNICK NEWS (twice a week) at Select ea
changes.
ANIMATED CARTOONS
AESOP'S FABLES (Pathe).
THE GUMPS (Celebrated Players).
MUTT AND JEFF (Fox).
EDUCATIONAL — Sketchografs. one reeL
SPECIALS
EDUCATIONAL FILM CORP.
Rabe Ruth — How He Knocks His Home Ins
Art of Diving, with Annette Kellertnaa.
The Race of the Age (Man o' War).
Cash In On Local Interest !!
Let TISDALE Show You How
SHOW your patrons their
fellow townsmen and local
industries in a short feature
subject teeming with interest and
done in a way only Tisdale Can
Do It.
OUR mammoth fleet of strik-
ingly decorated camera
cars provide a most
powerful and interest-sustaining
means of exploitation.
When the Tisdale Fleet enters
your city to make your film —
it is more than a business
enterprise. It Is An Event ! !
Our Pittsburgh Office is now
open at 339 Fifth Avenue.
We will open others because
Tisdale creates healthy box-
offices.
TISDALE INDUSTRIAL FILM CORPORATION
804 So. Wabash Ave., Chicago
Originators and Largest Producers of Local Feature Productions in the World
WRITE FOR SPECIAL SUMMER RATES
l)ou have hit exactly
the anqle the public
wants" William Brandt
Screen
nr5 EUTERPR15ES
mlMN'
. ib to s?M org.--,
^»U°.n„ and J?^!r Jl^fi ' M„ mu<* you
i'»U°.n0 and Jo";clJ°"lMti v„. you
v.-... •• •r . „ -,r.Vr.«' "•
,„tione t can 1
uy -»*« 1 . «ry «uiy.
edited by
Jack Cohn and Louis Lewyn
■
GREAT STARS
AT WORK AND AT PLAY
Do you get the meaning of
that?
Do you realize the pull, the
attraction of a one-reel release
that puts your audiences behind
the scenes, so to speak)
A dozen stars instead of one;
twelve times the drawing power
of the average picture!
Of course you want it!
4 Pafhe ?
^*.zZS Distributors -*;
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