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Full text of "Exhibitor's Trade Review (Nov 1925-Feb 1926)"

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Exhibitors DAILY REVIEW Section, Page 15 



EXHIBITORS 



CTrade REVIEW 

°the Business Paper of the Motion 'Picture Industry 



/Ml 




wise ones 



i 



e saying 



-V ^ -V 



STAGE STRUCK 
the great- 
est picture of 

GLORIA SWANSONS 



career 



- EDITORIAL in MOVING PICTURE WORLD 



CI (paramount (picture 



^ 



Nov 21, 1925 THIS ISSUE - 8000 COPIES 20 c e „, s 



HOW FRANK EDWARDS 
BOOSTED 

HIS RECEIPTS 



TNM13 



Frank Edwards runs the Winter Garden Theatre. 
It's a small house with big ideas in Seattle, Washington. 
For years he made a nice profit at ten cents admission. 
Then he figured it out this way. 

Give'em more on the screen and get more back at the box-office. 

So he booked Metro-Goldwyn-Mayer pictures, raised his admission price and put his house 
on a bigger money-making basis than ever. 

Read his interesting experience in his letter to us. 

He says : 

"At the time we contracted for the new Metro-Goldwyn-Mayer product, which necessitated 
increasing admission from ten to fifteen cents, we were sceptical. 

"We had enjoyed success at an established ten cent admission. 

"OlII* new policy has been a complete success. 

"We are just finishing a four day run on'The Unholy Three' and it has smashed every 
existing record. 

"We notice that Metro-Goldwyn-Mayer is proving phenomenally successful all over the 
country. 

"We want to assure you that it has done its bit for us." 
This letter tells the story of just one exhibitor. 

Our books show that other exhibitors, hundreds of them, are realizing that Metro-Goldwyn- 
Mayer product gives more entertainment on the screen and more profits at the box-office. 

Consistently^ release after release, week in and week out. 

Think it over. 

Frank Edwards didn't want to run forever on profits that were merely satisfactory. 
So he booked Metro-Goldwyn-Mayer and is smashing all records. 

Ask The Man 

Who Is Playing 

The Quality Fifty-Two 



brinds to the screen a 
publicity value unequaled in 
annals of the BOX OFFICE 



he 



makes her debut in a picture 
that is BIG in every element 
that Showmanship requires and*5 
audiences demand. 



F0% 



January 



National 





NTB 



AND ALL OTHER WEEKS AND MONTHS 



BOOK 



"Hey Fellas"! Comedies 



"Shieks and Shebas" Comedies 



"Saturday" 
"The Fire Hies" 
"The Tin Hoss" 
"What Price, Orphans?' 
"The Klynick" 
"Six Faces West" 
"Ringling's Rivals" 



"Peggy the Vamp" 
"Peggy's Pests" 
"Peggy's Putters" 
"Peggy in a Pinch' 
"Peggy's Heroes" 
"Peggy's Helpers" 
"Peggy's Reward" 



RIP-ROARING RIOTS OF RISIBILITY 



Produced by McKnight-Womack Productions, Inc. 




?Sr e o a u s o e h d VITAL EXCHMNGES.htc, By 



DAVID K. HOCH REICH, President 



mm 




218 tOest At n-d. STREET 



NEW YORK CITY 



Except in territories already under contract. 



Published weekly by Exhibitors Review Publishing Corporation at 34 North Crystal Street, East Stroudsburg, Pa. Editorial Offices, 45 West 45th Street 
New York City. Subscription $2.00 a year. Entered as second-class matter Aug. 5, 1922, at postoffice at East Stroudsburg, Pa., under act of March 3, 1879.' 



MARV PICKFORD 

"LI TTLE ANN I 
ROONEY" p 

Directed • by" WILLIAM BEAUDINE 

Wkat New York Critics Say 



" 'Little Annie Rooney' probably will 
make millions of dollars. Plenty of 
people were delighted." — -Tribune. 

"This is the Mary Pickford of old; 
the Mary Pickford who is real— the 
one and only Mary. The crowds 
laughed at her, wept with her, and 
always were interested." —World. 

"'Little Annie Rooney' will enter- 
tain nearly everyone." — Sun. 



"'Our Mary is giving the world and 
his wife what they want. I know 
'Little Annie Rooney' is going to de- 
light her large army of admirers. 
She's younger, more adorable than 
ever." — American. 

"Here's your Mary of the golden 
curls and fighting fists. 'Little Annie 
Rooney' cleverly marries the laughs 
to the tears. You'll love this picture. 
Mary is irresistible." — Daily News. 



Now Booking 

UNITED ARTISTS CORPORATION 

J4ary Pickford Charles Chaplin 

Douglas Fairbanks D.W.Qriffifh 



Joseph M.Jchenck, 
Chairman , Board of~ Direcfoiw. 



Oiiram Qbrams, 
President. 





Verdict 
Of New York 



"Colorful, full of action and a real 
love story. Not since the feminine 
world went on its knees and made 
him a kero kas Mr. Valentino kad 
suck an engaging role." — American. 

"If 'Tke Eagle' is not a classic we 
do not know one, and tke kero is 
sincere, whimsical and wistful, a most 
devastating combination." — Tribune. 

"Mr. Valentino acquits kimself with 
distinction. 'The Eagle' is a satisfy- 
ing picture." — Times. 

"Rudolph Valentino is kis old time 
debonair, romantic, adventuresome 
self. He is kandsome in Cossack 
uniform, dashing in bandit garb and 
impassioned as tke lover. 'Tke Eagle' 
rises to romantic keigkts." — Mirror. 

"Rudolph Valentino offers a roman- 
tic comedy. People will be entertained 
b\j 'Tke Eagle'. Tke production is 
more tkan superb." — Telegrapk. 

" 'The Eagle' is interesting, entertain- 
ing, and dramatic. It is a good picture 
beautifully staged and well worth 
seeing." — Eve World. 



\ 



JOHN W. CONSIDINE , JP^.. 

presents 

RUDOLPH 
VAILIENTIINO 




\*\? 



TIME EAGLE 



Supped bfl\UAk BANKY and LOUISE DRESSEI 



Screen Story by HANS KRALY 



A CLARENCE BROWN Reduction 



Now Booking 



UNITED ARTISTS CORPORATION 

'Mary Pickford Charles Chaplin 

Douglas Fairbanks DM Griffith 



Joseph M.Jchenck,, 
Chairman . Jioard of Directors. 



Jiiram Qbrams r 

President. 



The Annual Number 



of 

Exhibitors Trade Review 

i 

OUT DECEMBER 26, 1925 

Book it in advance 
and you'll be happy all year! 

PRICE ONE DOLLAR 
[But free to Regular Subscribers, of course] 



It will be 



A GREAT CONTRIBUTION 



to the cause of 




ETTER PICTURES 




TTER THEATRES 




-L 




Minor 



COLLEEN 

Moore 

Wi MODfRNf S 

'i>H.st national, hctiat 

anted 
ur 

DOfSJSfifO 

> 'iS^i 



A lirttsS national | 
piftuK? 

vir 






llNEATUAnON 

^J^^ISVING CUMMINS AtA v . 




and 



LEWIS STONE 



A 




cut the 
coupon 
. and. 
join the 
coupon- 
cutters 




TO THE 
NEAREST 
f FIRST NATIONAL 
EXCHANGE 




y 

SIGNED 



Send a . y 
$p salesman quick/ 
I need the cash 
for Christmas* 



November 21, 1925 



Page 11 



EXHIBITORS 

9ra<fe REVIEW 

9fo Business Paper of theJMotion Victure Industry 



WILLARD C. HOWE, Editor 

Peter Milne News Editor 

Michael L. Simmons Staff Editor 

Henry A. Linet Exploitation Editor 

GEO. C. WILLIAMS 
President 

James A. Cron Advertising Manager 

Herman J. Schleier Business Manager 

Larry S. Harris Equipment Manager 



Vol. 19 



November 21, 1925 



No. 1 



CONTENTS 

PICTORIAL PRESENTATIONS 

"Clothes Make The Pirate" _ - Frontispiece 

"Peggy of the Secret Service" 30 

HIGHLIGHTS IN THE NEWS 

Daily Review Section 15 

Pawley Surveys European Conditions - 1 19 

Seidman's Tax Advice _ 20 

Specials Worth Five Million 20 

Kleeblat Press Installs Exploitation Dep't 20 

Pathe News Anniversary 21 

REGULAR DEPARTMENTS 

Editorials 13 

Tomorrow's Exploitation (Feature) 14 

Production Highlights 22 

Still Life _ 23 

Exhibitor News 26 

Box Office Reviews _ 27 

Exploitation Ideas _ _ 31 

Big Little Feature- _ _ 37 

Equipment News and Notes 39 

Copyright 1925 by Exhibitors Review Publishing Corporation 

Geo. C. Williams, President; WiHard C. Howe, Vice President; F. Meyers. 
Treasurer. Executive and Editorial offices: Hearn Building, 45 West Forty 
fifth street, New York. Telephone, Bryant 6160. Address all communi- 
cations to Executive Offices. Published weekly at 34 North Crystal Street, 
East Stroudsburg, Pa., by Exhibitors Review Publishing Corporation. 
Member Audit Bureau of Circulations. Subscription Rates: Postage paid 
per year, United States, $2; Canada, $3; Foreign, $6; single copies, 20 
cents. Remit by check, money order, currency or postage. 





"If you are 
wild to see Charles 
Ray as Charles Ray agai 
n, see him in 'Bright Lights'" 
says the Eve. World. "Charles 
Ray returns to the ma 
nner of his early success 
and is still the boy wh 
o won the public's lov 
e," says the Morning Te 
legraph. "Ray is his old 
time wistful self. 'Bright 
W Lights' is delightful enterta 
I inment," says Daily Mirror. 
"We'd advise 'Bright Lights,' it's a go 
od tonic," says Daily News. The revie 
wers are unanimous about the great tri 
umph of Charles Ray and Pauli 
ne Starke in "Bright Lights." 
At the Capitol (N. Y.) open 
ing, capacity audiences roare 
d at the picture. It's the sto 
ry of a country boy who f 
alls for a stage beauty. 
It's packed with thrills, 
comedy and beauty. A 
picture made for audie 
nee approval. 



ROBERT Z. LEONARD'S 

production 

BRIGHT 
LIGHTS 

with . \ 

Charles Ray and Pauline Starke 

Story by Richard Connell. Scenario by Jessie Burns 
and Lew Lipton. Directed by Robert Z. Leonard. 

A Metro- Goldwyn* Mayer Picture 



>25dW5r5Z5PSZSrH5252W5SSaSS25c^^ 



Page 12 



Exhibitors Trade Review 




Nita Naldi is hardly to be 
recognized in white wig 
and bustle of the Colon- 
ial dame in this rollicking 
picture of the sea. Dor- 
othy G i s h and Edna 
Murphy are also sweet 
pictures to look at in their 
clothing of the romantic 
age. 



Clothes may make the pirate, all right, but Leon Errol 
gets into all sorts of difficulties and most side-splitting 
situations trying to convince the rest of his hard- 
boiled gang that such is the case. 



Leon Errol in his first screen trial, First National's 
"Clothes Make the Pirate," is about as funny as any- 
thing that has ever been thrown through a projection 
machine. A natural comedian, the silent "drama" does 
not stint his style. 





it 



Clothes Make the Pirate" 

Leon ErroVs premiere into pictures 
for First National scores big. 



©C1B690348 

JAN-875 



EXHIBITORS 

Vmde REVIEW 

t 

9he Business Paper of the Motion Ticture Industry 



Editorial 



THE PROCESS of combining and consoli- 
dating the producing and distributing de- 
partments of this business goes steadily 
ahead. Motivated not so much by the "greed" of 
a few men who are constant targets of the radical 
element in the business as by the insistent demand 
of capital for more business-like administration. 

Anyone who undertakes the financing of a 
heavy producing program, or of a national distrib- 
uting enterprise, is bound to find, very quickly, 
that there are relatively few sources from which 
the money can be obtained on a reasonable basis. 
And that the majority of those sources are more 
or less interwoven. 

Take, for instance, the establishing of a national 
distributing system: Assuming that the necessary 
organization can be formed, with satisfactory per- 
sonnel throughout, such an enterprise can hardly 
get a fair start on a million dollars, exclusive of 
advances to producers, which are generally neces- 
sary to secure salable product. Where is it possible 
to go for a million or two, with assurance that the 
people who provide the money will have no con- 
nections with people who are now financing other 
film enterprises? 

It isn't necessaiy to dig very deep to see that 
when most of the money tied up in this business 
is coming from so few financial sources, there is 
bound to be a pronounced similarity of opinions 
and policies wherever they are controlled or shaped 
by financial interests. 

It is most natural that bankers shall favor any- 
thing that may seem to take the gambling factor 
out of a business in which they are hazarding their 
money. It is not surprising, either, that they be- 
lieve the speculative element can largely be elimi- 
nated from this business. Perhaps it can. What 
has been done in many other fields may be pos- 
sible here. But, considering the peculiar nature 
of film production, considering the fact that pic- 
ture values are determined by the public rather 



than by the manufacturers, it may not be so easy 
as it looks to the uninitiated. 

From the standpoint of the independent theatre 
owner, however, the motives that are leading to 
consolidations are of little consequence. The 
thing that counts is this: The number of sources 
of supply of film is steadily shrinking. Every time 
two distributing organizations, such, for example, 
as Metro and United Artists, consolidate their sell- 
ing organizations, the situation becomes less com- 
petitive and vastly more difficult for every inde- 
pendent exhibitor. Even though it be admitted, for 
the sake of discussion, that such consolidation may 
reduce costs of selling and distribution and make 
it possible to deliver film at lower prices, the ac- 
tual result will be higher prices, and, in many 
cases no pictures at all for the exhibitor who is in 
line for a squeeze. 

Individually, any exhibitor large or small, is 
helpless in the face of this trend. There can be 
no successful measures to combat centralized con- 
trol except through exhibitor organization. And 
there can be no successful organization effort un- 
til we get away from petty politics and level the 
efforts of the national and state organizations di- 
rectly at the one thing which menaces the theatre 
business. 

Fortunately, however, the national organization 
seems to be headed in the right direction. It is tak- 
ing shape as a business institution, becoming less 
of a motion picture Tammany Hall. If this policy 
is wisely and generously supported by the majority 
of the independent exhibitors who will profit by 
it, there is still hope that they will be able to con- 
tinue in this business. If, on the other hand, they 
fail to take a united and decisive stand, they can 
hope to remain in the field only so long as the 
powers of distribution choose to tolerate them. 



Page 14 



Exhibitors Trade Review 



Exploitation of Tomorrow 

-the Tie -Up 



By Hank Lin e t 
Exploitation Editor 
Exhibitors Trade Review 



FOR the past year, each week I have been reading 
through some ninety odd exploitation stories, con- 
tributed by publicity departments of producing firms, 
by field exploiteers, and a goodly number of exhibitors who 
think enough of their work to pass their ideas around. 
Aside from the many unusual stunts and sometimes really 
remarkable hunches, it has been of interest to watch how 
these stories will follow in outline some definite, though 
undisclosed leader. 

Some one big picture hits the market. A big exploitation 
campaign is put behind it. A single feature of the cam- 
paign stands out strong and in a domineering way. Imme- 
diately afterwards, imitations begin — sometimes in total 
disregard of the fact that what is one man's food is 
another man's poison. Stories start to pour in over my 
desk — and I wonder at the vast waste of money, spent 
fruitlessly in imitation. 

So far, I have come across only one "cure-all" — and 
that's the tie-up. I am proud to say 
that Exhibitors Trade Review started 
this sort of exploitation. I am further 
proud to say that it took but a very 
short time indeed for the producing 
companies to recognize the almost per- 
fect efficiency in tie-ups. 



ONLY this morning I received an 
article from Leon Bamberger, as- 
sistant exploitation manager of Famous 
Players Lasky. This article was com- 
posed of letters from exhibitors extoh- 
ing the great benefits they have 
derived from tie-ups. Naturally, com- 
ing as it did from Famous Players, 
only Paramount products were men- 
tioned in the tie-ups arranged. But I could as readily 
choose any number of similar articles from letters and 
stories now in my files, covering nearly every picture of 
merit during the past year. 

There are many theatres, especially in the West, that 
use the tie-ups almost to the exclusion of every other kind 
of exploitation. Whether or not this is judicious, I am 
not at the present moment prepared to say. But it seems to 
me, that being the case, the theatre owners must be getting 
better than ordinary results from their efforts. That's 
logical reasoning, isn't it? 

IN the face of this interest in tie-ups, it was suggested 
that it might possibly be of interest to exhibitors to get 
some insight into the manner by which a National Tie-up 
section, as featured in Exhibitors Trade Review is ar- 
ranged. The suggestion struck my fancy. I believe that 
I am certainly in a position to write on that subject, if 
nothing else. 

I recall, for instance, the section I arranged for Mack 
Sennett's "Our Gang" comedies. It was very interesting 



There is less effort needed to ar- 
range a tie-up campaign for the 
picture you are playing than if you 
were to go into all sorts of ballyhoo 
stunts. But you must have the 
cooperation of your neighboring 
stores. Get into their windows once. 
Work with them on the first one. 
When they see their own sales in- 
crease because of the added attrac- 
tion value of their windows, they'll 
be coming to you for the second one. 



to me, for it was one of the first sections on a short product 
ever arranged. We have here, in the offices of the paper, 
plenty of contracts with nationally known manufacturers 
to use their products in tie-ups with feature pictures, and 
stars. But Farina, and Fatty and the rest of the gang 
presented a different problem. 

That meant about fifty personal calls, and somewhere in 
the neighborhood of 220 letters to manufacturers all over 
the country, explaining the matter to them, and soliciting 
their cooperation. Ten of the many answers were chosen. 
The "Gang" was photographed in various poses suited to 
the needs of the tie-ups. Placards were made up. Store 
keepers, dealing in the merchandise that was part of the 
tie-up, were notified to cooperate, letters to them explaining 
in detail the benefits they would derive. Wherever possible, 
nothing was left for the exhibitor to do. 

All this done, the section appeared in a regular issue 
of Exhibitors Trade Review, carrying suggestions for 
window displays, many of them 
worked out in detail. Manners in 
which store keepers, not reached by us 
directly, should be approached were 
outlined. Wherever possible, minute 
cost sheets were given with the stunts 
and tie-ups that appeared. In hardly 
any case did the cost amount up to over 
ten dollars — for it has always been the 
idea of this paper that it is the little 
fellow that really needs help. 

And the results: other sections of 
short subjects followed. Then I got a 
few occasional reports on one exhibi- 
tor staging an "Our Gang Week." I 
get photographs of theatre marquees 
with the names of short feature players 
in big lights. And now, I take these photographs and 
stories on short features as the accepted thing. Every- 
body's doing it. 

AT the present time, I should say that about seventy per- 
cent of the photographs reaching my desk on exploi- 
tation stunts are window scenes, showing how one or an- 
other of the pictures now playing have succeeded in getting 
the cooperation of some manufacturer or local dealer. 

Theatre owners who used to submit their pet ideas on 
street ballyhoos, marquee displays, lobby shows and the 
like, are now giving more and more attention to the tie-ups 
that they can arrange with their local dealer friends. And 
if a national tie-up comes along on some special picture, I 
am just flooded with photos and stories on "How I put 
over the So-and-So Picture with the national tie-up." 

It's a great game, and everybody seems to have recog- 
nized its full advertising value. Nothing like making a 
number of advertising mediums out of the live windows 
in your town, and then have each one of them advertise 
your pictures for you — gratis. 



November 21, 1925 



Page 15 



EXHIBITORS 



DAI LY REVI E W 

A Newspaper Devoted to the Motion Picture Industry 



NEW YORK, SATURDAY, NOVEMBER 21 



NEW "LARGEST" 
THEATRE FOR K.C. 



Midland Theatres Company Plans 
House That Will Eclipse 
the Mainstreet 



KANSAS CITY. — Kansas City and terri- 
tory is in the midst of a theatre building 
boom. Almost daily plans for both large and 
small houses, suburban and first run, are 
being announced. 

An office building, housing the largest mo- 
tion picture theatre in Kansas City, now is 
under consideration for a site at Thirteenth 
and Main streets. The largest house at pres- 
ent is the Mainstreet, with a seating capacity 
of 3,500. Completion of the deal depends 
upon the exercising of an option held by the 
Midland Theatres Company. The Midland 
company, which controls the site, 177 x 109 
feet at the northeast corner of Thirteenth 
and Baltimore avenue, would join this prop- 
erty with the northwest corner of Thirteenth 
and Main streets, 121 x 130 feet, owned by 
H. M. Woolf, who is interested in the Mid- 
land company. Mr. Woolf now is in New 
York, but consummation of the deal is ex- 
pected in a few days. 

Then, in Manhattan, Kas., the Miller Con- 
struction Company is building a new 800-seat 
house, which will be completed soon. The 
manager of the theatre has not yet been 
named. 

At Thirty-eighth and Main streets, Kansas 
City, the city's finest suburban house is pro- 
gressing rapidly. November 17 saw the com- 
pletion of the prize contest in naming the 
theatre, which will be known as the Madrid. 
The prize winner, Miss Alma Bates, of Kan- 
sas City, received a season pass and $15 in 
gold. The theatre, which will be under the 
management of Jack Roth, will be completed 
some time in January. 

But construction is not being confined to 
theatres alone. Dr. N. Zoglin, of Kansas 
City, has announced that he will erect a 
2-story building with a 50-foot frontage at 
Eighteenth and Wyandotte streets — the heart 
of Kansas City's movie row — to house film 
exchanges. F. B. O. and the Exhibitors 
Poster Exchange already have leased space. 



Metropolitan, Boston, Books 

"The Man on the Box" 

"Syd" Chaplin in the Warner Bros, at- 
traction, "The Man on the Box," is to have 
its Boston premiere at the New Metropolitan 
Theatre December 14. The length of the 
run is yet to be determined. The New Metro- 
politan is a Famous Players-Lasky house. 



MARTIN GETS 

NEW BERTH 



Is Associated's Special Represen- 
tative in Middle West 



On his return from Chicago, E. J. Smith, 
general sales manager of Associated Exhibi- 
tors, announced the appointment of H. O. 
Martin as a special representative in the 
Middle West. 

Mr. Martin joins the Associated Exhibitors 
after a long and successful career in the film 
industry. His first connection was with Colo- 
nel Wm. M. Selig, in the capacity of selling 
State Rights and exploiting the first "Spoil- 
ers." Later he entered the State Right field 
in the territory of Missouri, Kansas, Iowa 
and Nebraska and became the lessee of the 
Empress and Willis- Wood Theatres. 

After disposing of his interest there he 
became connected with Wm. H. Clune and 
disposed of the State Rights on "Eyes of the 
World" and "Romona." After these sales 
were completed he became associated with 
Sol Lesser and was instrumental in dispos- 
ing of the Mack Sennett bathing beauties and 
"Yankee Doodle in Berlin." 

In 1920 he affiliated himself with Pathe as 
special representative, later becoming man- 
ager of the Pittsburgh office and then trans- 
ferred to Chicago, where he remained for a 
period of two years. After having resigned 
from Pathe he joined Hiram Abrams with 
the United Artists as a country sales man- 
ager and was later placed in charge of the 
Chicago district. Upon Mr. Cresson Smith's 
return to the United Artists, Mr. Martin re- 
tired from the business for a few months 
and now comes back as special representative 
for Associated Exhibitors. 



Warners Make Hebrew 

Phila. Division Manager 

Several important field changes in the 
Warner Bros, organization were announced 
yesterday by Sam E. Morris, general man- 
ager in charge of distribution. 

J. S. Hebrew, who had been manager at 
Philadelphia, becomes a division manager. 
He will have charge of the Philadelphia 
branch, with supervision over Washington 
also. 

Harry E. Weiner, who has been a member 
of the Philadelphia staff, and formerly sold 
Warner product for a franchise-holder, was 
named Washington branch manager. 

W. H. Rankin has been transferred from 
Seattle, where he was a member of the sales 
staff, to Salt Lake City, where he becomes 
branch manager, and O. P. Hall has become 
branch manager at Atlanta. Hall was with 
the Fox organization three years. 

The Warners also formally reopened their 
New Haven branch this week, with Paul J. 
Swift again in charge. 



FOX ADDS TWO 
COMEDY UNITS 



Lex Neill, Former Buster Keaton 
Man, Becomes Imperial Director 

LOS ANGELES— George E. Marshall has 
added two new production units to his com- 
edy staff on the Fox lot. 

Lex Neill, formerly on the Buster Keaton 
lot, has already started directing "A Flaming 
Affair" for the Imperial Comedy series with 
Sid Smith and Consuela Down in the lead- 
ing roles. The other new unit will have 
Andrew Bennison and Max Gold at the helm. 
They are preparing the script on an Imperial 
and will be ready to start shooting within a 
short time. 

These additions to Marshall's staff have 
been necessary because of the help his di- 
rectors have been giving to feature produc- 
tions. Robert Kerr, director of the Van Bib- 
ber comedies, has started filming "A Trip to 
Chinatown," the first of the Charles Hoyt 
plays to go into production. This will be a 
feature length comedy, with Margaret Liv- 
ingston, Earle Foxe, J. Farrell MacDonald 
and Harry Woods in the cast. Mr. Marshall 
is giving the production his personal super- 
vision. 

Tom Buckingham, who just finished di- 
recting Hallam Cooley and Kathryn Perry in 
"His Own Lawyer" of the Helen and War- 
ren series, is preparing to direct "Tony Runs 
Wild," the next Tom Mix starring vehicle. 
With five two reelers in the Helen and War- 
ren comedies completed, Kathryn Perry has 
taken the role of the bride in "The First 
Year," based on the Golden stage success, 
under the direction of Frank Borzage. Hal- 
lam Cooley is playing a role in the modern 
version of "The Ancient Aiariner" which 
Chester Bennett is directing. 



Vital Executives to Coast 

Leo A. Price, Abraham Kaplan and 
William K. Hedwick of Vital Exchanges 
are enroute to the coast. Financial deals 
and the launching of a sales drive will claim 
their attention. 



Exhibitors DAILY REVIEW 
readers receive every day 
what is new, interesting and 
readable news of the motion 
picture industry. Fidelity to 
its readers and consistent 
service to its advertisers are 
its prime principles. 



Page 16 



Exhibitors Trade Review 



"KID FROM MONTANA" 
BARTHEL MESS' NEXT 



Katharine Newlin Burt's Western 
for Inspiration Star 



Inspiration announces that "The Kid from 
Montana" has been chosen for Richard Bar- 
thelmess' next picture following "Just Sup- 
pose," for distribution by First National. 

"The Kid from Montana" is adapted from 
the novel entitled "Q" by Katharine Newlin 
Burt, which was published by Houghton, 
Mifflin & Co. In this picture Mr. Barthel- 
mess will take the part of a breezy young 
cowboy who falls in love with an aristo- 
cratic Eastern girl while she is summering 
in Montana on a "dude" ranch. 

The story has many dramatic complica- 
tions and the characterization of the young 
cowboy appeals strongly to Mr. Barthelmess 
because of its picturesque and dramatic pos- 
sibilities. 

The adaptation of the story will be made 
by Violet E. Powell and C. Graham Baker, 
and the scenario will be made by Don Bart- 
lett, all members of the Inspiration scenario 
department. The picture is now being cast 
and the name of the leading lady will shortly 
be announced. 



Brenon on "Dancing Mothers" 

Herbert Brenon has begun production of 
"Dancing Mothers" at the Paramount Long 
Island studio. The story is an adaptation by 
Forrest Halsey of the stage success of that 
r.ame by Edgar Selwyn and Edmund Gould- 
ing. The cast includes Alice Joyce, Conway 
Tearle, Clara Bow, Donald Keith, Dorothy 
dimming and Elsie Lawson. 



Calendar of Coming Events 



Dec. 8. — Oklahoma City, Okla., annual 
convention Oklahoma M. P. T. O. 

Dec. 8-9. — Columbus, O., annual meeting 
M. P. T. O. of Ohio. 

Dec. 11. — New York, 1650 Broadway, 
second annual meeting Independent Motion 
Picture Association of America. 



F. B. 



O.'s Western Units 

Start New Productions 



F. B. O.'s three western stars are speeding 
up the production trail. 

Fred Thomson and Silver King have fin- 
ished "All Around Frying Pan," and are 
preparing to launch their next, as yet un- 
titled. 

Tom Tyler has completed "The Wyoming 
Wildcat," and is working on "The Cowboy 
Musketeer." 

Bob Custer has finished "The Ridin' 
Streak," and is filming "The News Buster." 

Dave Kirkland is directing Thomson; Bob 
De Lacy, Tyler; and Del Andrews, Custer. 



New Ilion House 

ALBANY. — Another theatre representing 
an investment of about $150,000 is scheduled 
to open in Central New York this month 
when the house being built for Whitney, 
Young and Pierce of Ilion will swing open 
to the public. Robert Pierce will serve as 
manager. "The Ten Commandments" will 
be used for the opening. A ten piece or- 
chestra will be one of the features of the 
theatre. There is a report to the effect that 
a new theatre will shortly be built in Clinton, 
a village outside Utica. 



Philadelphia Exposition 
to have Picture Exhibit 



PHILADELPHIA.— One of the most in- 
teresting exhibits at the Sesqui-Centennial 
in Philadelphia next year will be that repre- 
sentative of the motion picture industry. Def- 
inite arrangement for such a feature at the 
exposition was made last Wednesday when 
Mayer Kendrick, following up a suggestion 
made to Jules E. Mastbaum, president of the 
Stanley Company and a member of the 
Sesqui-Centennial Commission, was in- 
formed that site for the proposed buildings 
had been selected. They will be beautifully 
placed with attractive surroundings and they 
will contain such a comprehensive display as 
has never before been made. The entire in- 
dustry will be represented and the exposition 
will not only offer the most recent develop- 
ments in the art and the business of motion 
pictures, but will also be historically inter- 
esting, illustrating in various ways the 
growth of the fourth industry in America. 

Mayor Kendrick turned to Mr. Mastbaum 
for suggestions regarding the motion picture 
exhibit some months ago, ana nc »„,, rurt. 
made exhaustive study of the entire field 
before submitting a plan for the intended 
exhibit some months ago, and he in turn 
wonderful presentation that tentatively may 
be given the title of "In Hollywood," for 
there will be a suggestion of California 
studios in the presentation at the same time 
that the exhibit will be concerned with giv- 
ing accurate and comprehensive ideas of the 
entire industry's activities. Naturally, this 
will include the exhibition of films, but more 



importantly their actual creation. Every at- 
tribute of the studio will be at hand and 
visitors to the exhibition will have the de- 
lightful experience of seeing directors, ac- 
tors and cameramen at work. 

It is the plan of Mr. Mastbaum to have 
v he buildings of distinctive architectural 
beauty on a site convenient to all visitors 
to the Sesqui-Centennial. Stages such as 
are in actual use in leading studios will 
be erected, and there will be every facility 
to make pictures, no matter of what type. 
The various film companies will have oppor- 
tunity from time to time to prepare pictures 
on indoor stages or in the open. Such dem- 
onstration is sure to be tremendously inter- 
esting and popular. Unquestionably famous 
screen stars will appear in action. Every 
detail in the making: of pictures will be 
shown and the exhibition will be much more 
comprehensive than ever before attempted. 
It is suggested by Mr. Mastbaum that an 
incidental feature would be lectures by noted 
men and women in the picture field on sub- 
jects pertaining to the cinema in its every 
aspect. 

One of the early activities in connection 
with the exhibition will be the establishment 
of a committee of leaders in the industry so 
that there shall be enlightened presentation 
and so that no detail shall be neglected to 
make this one cf the outstanding offerings 
at the grounds. 

Foreign producers will be invited also. 



UNIVERSAL PICKS 
CONTEST WINNER 



Nation-Wide Exploitation Stunt 
Closes in New York 



Dorothy M. Kitchen was the unanimous 
choice of the judges and of the audience at 
four different performances at the Hippo- 
drome of "Peg of New York," the wind 
up of one of the greatest newspaper-theatre- 
picture tie-ups ever arranged. More than 
65,000 New York girls entered the Universal 
exploitation contest, of whom 22 semi-final- 
ists packed the huge New York playhouse 
four consecutive night performances. The. 
judges were Howard Chandler Christie, Mrs. 
Oliver Harriman, Dr. Robert Bachman, 
George M. Cohan, and Dorothy Herzog, of 
the Daily Mirror. 

Credit for the comprehensive arrangements 
tying up Univeral's "See America First," 
New York picture with the Keith-Albee 
circuit, comprising the Keith, Moss and 
Proctor houses, £roes to William C. Herr- 
mann, manager of Universal's Big "U" Ex- 
change ; Charles MacDonald, general exploi- 
tation manager of B. S. Moss, and C. E. 
Holah, in charge of Universal's trans-conti- 
nental "studio on wheels." Several confer- 
ences with Messrs. Arthur White, Mark 
Luescher, J. J. Murdock and J. J. Maloney 
resulted in enthusiasm for the project. 

In addition to several weeks pictorial and 
editorial publicity in the New York Daily 
Mirror, unlimited advertising and exploita- 
tion was accorded the project by more than 
a score of theatres in their elimination trials. 
One of the features of the Hippodrome per- 
formances was the appearance on its huge 
stage of Universals "See America First" 
trailer. 



General Charles King 

Features Completed 

When Guaranteed Pictures, Inc., started 

to make the General Charles King series for 
Davis Distributing Division, Inc., to be dis- 
tributed by Vital Exchanges, they had the 
option of a number of this famous author's 
books for film purposes. 

"Under Fire," the first of the series, was 
made before Ben Wilson became producing 
manager for Guaranteed Pictures. The other 
seven pictures of the series are beiiig made 
under his supervision. 

"Warrior Gap," "Fort Frayne" and "A 
Daughter of the Sioux," co-starring Ben 
Wilson and Neva Gerber, were finished and 
have been previewed by the trade papers. The 
have ben prviewed by the trade papers. The 
fifth picture, "Tonio, Son of the Sierras," is 
completed and the sample print is on its way 
1o the Davis Distributing Division home of- 
fice. 

The last three pictures of the series are 
"From the Ranks," "Apache Princess" and 
"Worst Man of the Troop." These, like the 
four which preceed them, will also co-star 
Ben Wilson and Neva Gerber. 

Prints of the first two of the series "Un- 
der Fire" and "Warrior Gap" are a'ready in 
ihe offices of the Vital Exchanges and ready 
for booking. 



Regge Doran Appoints 

Miss Regge Doran, director of the Public 
Relations Department of Pathe Exchange, 
Inc., has appointed Miss Lucy Meriwether 
Calhoun as field representative of this ex- 
hibitor-aid department in Chicago and 
vicinity. 



November 21, 1925 



Page 17 



NEWS OF 





As Reported in Exhibitors DAILY REVIEW 



$15,000 RETURNED 
TO INDEPENDENTS 



M. P. T. O. A. To Tender 
Testimonial Dinner To 
Carl Laemmle 



Concrete plans developed at sessions of the 
Administrative Committee lasting over eight 
hours this week, will be put into immediate 
execution for the rehabilitating of the Mo- 
tion Picture Theatre Owners of America 
into one of the most powerful membership 
organizations in the country. 

As one of the first planks in the new 
platform of strength, the exhibitor leaders 
yesterday wrote out and delivered a check 
of $15,000 ot the Independent Motion Pic- 
ture Association of America. At the same 
time they cancelled an additional and writ- 
ten obligation of the independent association 
to the national organization totaling $25,000. 

That the I. M. P. A. A. may continue the 
maintenance of their association and that 
Independence may be furthered is the basis 
upon which the Administrative Committee, 
at the request of the Play Date Bureau took 
this action. 

The Committee, as a token of the appre- 
ciation of the National organization, for 
the steadfastness of Carl Laemmle in his 
pledge of $50,000 for the cause of Independ- 
ence made in the name of the Universal 
Film Corporation at Milwaukee, was unani- 
mous in its endorsement of a resolution 
providing for the tendering of a testimonial 
dinner to Mr. Laemmle in January. 

In the Music Tax situation the committee 
authorized the engagement of Fulton Bry- 
lawski, copyright attorney of Washington, 
as the first step in the forthcoming fight 
against the exactions of the American So- 
ciety of Composers, Authors Association. 
Kindred theatrical organizations and associa- 
tions will be invited to join the National 
association of theatre owners in this move- 
ment. 

The fullest cooperation will be afforded 
Mr. Seider in his capacity as business man- 
ager. Upon this official the executive com- 
mittee rests much of the hope for the estab- 
lishing of the National organization on a 
rock-bound basis. The building up of a 
massive campaign against all copyright leg- 
islation adverse to the industry will be one 
of Mr. Seider's many earlier tasks. 

The Administrative Committee heartily 
sanctioned the issuance by the business man- 
ager of an organization bulletin which will 
chronicle all matters of a technical and in- 
timate interest to members of the National 
organization. Details concerning the nature 
of this bulletin will shortly be announced in 
a statement to the entire industry by Mr. 
Seider. 



Independents Meeting 
Called For Dec .11 



The second annual meeting of the Inde- 
pendent Motion Picture Association of 
America will be held at the headquarters, 
1650 Broadway, Friday, December 11. This 
date was determined at a meeting of the 
Executive Committee of the association pre- 
sided over by chairman W. E. Shallenberger 
of Arrow Pictures Corp., with the follow- 
ing members in attendance : President I. E. 
Chadwick, Chadwick Pictures Corp. ; Nathan 
Hirsch, Aywon Film Corp. ; Wm. Steiner, 
Wm. Steiner Productions ; W. Ray Johnston, 
Rayart Pictures Corp. ; M. H. Hoffman, 
Tiffany Productions, Inc. ; Jack Cohn, rep- 
resenting Joe Brandt, Columbia Pictures 
Corp. 

There were also present Abe Carlos, of 
Carlos Productions, Inc. ; Sam Sax, of 
Lumas Film Corp., and Frederick H. Elliott, 
general manager. Various routine matters 
were considered as well as plans for the 
annual meeting, at which time reports of 
officers and committees will be presented and 
officers elected for the ensuing year. 

Jack Cohn was appointed a committee of 
one to investigate trailer service on behalf 
of the producing and distributing members. 
Mr. Cohn is to file his report with recom- 
mendations at the next meeting of the or- 
ganization. 

President Chadwick announced that he 
would call a meeting of the producing mem- 
bers of the association to be held today 
when various subjects of extreme import- 
ance to the independent producers are to be 
discussed. 



UFA STARTS OPERATION 
OF NEW THEATRES 



Ufa announces the opening or reopening 
of eight theatres in Germany. They are the 
Ufa Palace, a 3,000 seat house in Berlin ; 
the Mozart Saal, Berlin ; Koenigstaadt, Ber- 
lin, a 1,500 seat house ; the Schuman in 
Frankfort-am-Main, a 5,000 seat house, the 
largest motion picture theatre in Germany ; 
the Lichtspiele in Dresden ; a theatre in 
Dessau, and a 1,000 seat house in Heller 
and in Kiel. 



Oklahoma M. P. T. O. Meet 

December 8 is the date set for the annual 
convention of the motion picture theatre 
owners of Oklahoma, which will be held in 
Oklahoma City. 



U. S. Supreme Court 

Throws Out Appeal 

WASHINGTON, D. C— The appeal 
brought before the Supreme Court by the 
American Feature Film Company to test 
the constitutionality of the Connecticut law, 
taxing motion pictures shown in the state 
$10 a reel, was dismissed by the court, upon 
motion of the parties to suit. 



NEW PRODUCTION 
LINE-UP AT F-P-L 



Turnbull, LeBaron and Schul- 
berg Named "Associate 
Producers" 



Jesse L. Lasky made public a new line-up 
of the Paramount producing forces, as de- 
termined upon at a conference of the pro- 
duction department heads at the recent Para- 
mount convention in Chicago. 

As first vice-president of the corporation, 
in charge of all production activities, Mr. 
Lasky has made the following appointments : 

Hector Turnbull, William LeBaron and 
B. P. Schulberg will be associate producers 
and will be in charge of actual studio pro- 
duction. Mr. Turnbull and Mr. Schulberg 
will be the producing heads of the Lasky 
studio in Hollywood, and Mr. LeBaron will 
be in charge of production in the Long Isl- 
and .studio. 

Charles Eyton, as already announced, has 
been appointed general foreign representa- 
tive of the production department and will 
leave for Europe to make arrangements for 
production there. 

Walter Wagner continues as general man- 
ager of the Production Department and 
Edwin C. King as general manager of the 
Long Island studio. Victor H. Clarke has 
been appointed general manager of the Lasky 
studio. Ralph Block, managing editor of 
the editorial department, has been appointed 
supervising editor at the Long Island studio 
as a member of Mr. LeBaron's staff. Lloyd 
Sheldon will be senior supervising director 
at the Long Island studio and other super- 
vising directors, beside Mr. Block, will be 
Tom J. Geraghty, Julian Johnson, Townsend 
Martin and Luther Reed. On the West Coast 
Lucien Hubbard will be senior supervising 
editor and his associates will be Garnet Wes- 
ton and Kenneth Hawks. 

Henry Salsbury continues as manager of 
exhibition and distribution relations in the 
home office and John W. Butler as manager 
of the production department's home office. 



Hamlin Remains at Strand 

Fred Hamlin, who has been handling the 
publicity for the Mark Strand Theatre for 
two years, has patched up his differences 
with the theatre and will remain in the same 
capacity as heretofore, Joseph Plunkeet. 
manager, announced. 



Skouras Takes Another 

ST. LOUIS.— The St. Louis Amusement 
Company has taken over the bookings for 
the Ozark Theatre, Webster Groves, Mo. 
The Koplar-Skouras chain now includes 24 
theatres, three of which are closed, and 15 
airdomes. It also plans to build two new 
houses in the near future. Deals are on for 
the purchase of several houses. 



Page 18 



Exhibitors Trade Review 



D. & M. PURCHASE 

TEXAS HOUSES 

Thirty Theatres Bought From 
Independent Owners 



DALLAS, Texas. — Louis L. Dent and C. 
J. Musselman, of this city, today announced 
the purchase of thirty motion picture thea- 
tres in the State of Texas, involving a sum 
of approximately one million dollars. 

The string will be operated under the firm 
name of Dent and Musselman, Inc. This 
company was recently granted a charter to 
do business in the state. 

At the time of the announcement Dent de- 
nied the current report that the theatres had 
been purchased from the Saenger Amuse- 
ment Company. All were bought from pri- 
vate owners, he declared, admitting at the 
same time that his firm had several other 
deals pending. 

The theatres acquired and their locations 
are: El Paso, 4; Wichita Falls, 3; Amarillo, 
3; Paris, 3; Tyler, 3; Abilene, 2; Brecken- 
bridge, 4 ; Ranger, 3 ; Eastland, 2 ; Denton, 2. 

William Goldman to Form 

New St. Louis Company 

ST. LOUIS.— William Goldman has an- 
nounced that he will form a new corporation 
to operate his various second-run houses. 
Robert Smith, formerly manager of Skouras 
Brothers Grand Central, will be general man- 
ager for the Goldman houses. In recent 
weeks he has been running Goldman's Kings 
Theatre. 

On November 21st Goldman will take over 
the Woodland and Kingsland Theatres for- 
merly operated by Freund Brothers. The 
Woodland has an airdome while Goldman 
plans to build an airdome next to the Kings- 
land. 

Goldman also operates the Kings, Rivoli 
and Queens Theatres and plans to build a 
1,500-seat house at Union Boulevard and St. 
Louis Avenue and a 2,000-seat house on 
Hodiamont, near Easton Avenue. 

He is seeking to purchase or lease over 
valuable outlying houses. 



Embassy Plans More 

ST. LOUIS.— The Embassy Amusement 
Company, controlled by the Leventhal-Stahl 
interests, expects to close for two more valu- 
able neighborhood theatres in North St. Louis 
during this week. This company now oper- 
ates six houses and will build two others, 
one at St. Louis and Marcus Avenues to seat 
1,500 persons, and the Sanford Theatre, 
Union Boulevard and Northland Avenue, 
which will have 2,000 seats. 



Apollo-Wellmont Case 

Set for Jury Trial 

The action brought by the Apollo Ex- 
change, Inc., against the Wellmont Company 
of Montclair, N. J., to enforce arbitration 
over the validity of certain exhibition con- 
tracts, will be tried December 7th before a 
jury on attorney's consent, in the Supreme 
Court of New York, Trial Term, Part 10. 
The outcome of this trial will act as a prece- 
dent for similar actions of the future. 



First Natl Cabinet 
On Exchange Tour 

The members of the new Sales Cabinet of 
First National Pictures, Samuel Spring, 
chairman, Ned Marin, A. W. Smith, jr., and 
Ned Depinet, will leave ISlew York Sunday 
for a tour of First National exchanges. 

The trip will keep the sales executives 
jumping from city to city for the next three 
weeks, during which it is the plan of the 
sales cabinet to confer with all the impor- 
tant exhibitors in the localities visitea, in 
addition to holding meetings at the ex- 
changes 

Following is the itinerary for the trip : Al- 
bany, Buffalo, Cleveland, Pittsburgh, Cincin- 
nati, Louisville, Indianapolis, St. Louis, Kan- 
sas City, Omaha, Des Moines, Minneapolis, 
Milwaukee, Chicago, Detroit, Toronto and 
then back to New York. 

Samuel Spring announces that January 
will be known as First National Month, dur- 
ing which all branches will conduct special 
campaigns for the showing of First Nation- 
al's product. 

There will be large awards in cash prizes 
to branch managers, salesmen, bookers, cash- 
iers and all other employees connected with 
the exchanges. It is also announced that cash 
awards will be made in the three branches 
securing the best results in billings during 
the eleven weeks' period starting November 
15th and ending January 30th. The entire 
personnel of all other branches reaching or 
exceeding the quota for this eleven weeks' 
period will receive a bonus. 



Boss Suit Against 

F-P-L Finally Settled 

The widely known case of Boss vs. Famous 
Players-Lasky Corporation which involved 
the charges of unjust methods in the acqui- 
sition of certain theatres in the Southwest 
territory by Paramount and which case and 
testimony formed an important part of the 
Federal Trade Commission's suit to dissolve 
the Famous Players-Lasky Corporation, if 
they are proved to be a trust, has been finally 
settled. 

It is not determined what the cash basis 
of the settlement to Boss was, but a mutually 
acceptable agreement was found. The case 
was pending in the United States District 
Court, Southern District of New York. 



Parker Goes Abroad 

William Parker, film writer and newspaper 
man, who has been associated with Irving 
Lesser and Harry Rathner in the Astor Dis- 
tributing Corporation, sailed Saturday for 
London aboard the Minnekahda of the At- 
lantic Transport Line. In addition to making 
a study of the foreign film situation, Parker 
will write a series of articles on foreign film 
production for an American newspaper syn- 
dicate. 



Pathe Manager 

Pathe announces the appointment of S. R. 
Rahn, formerly Special Feature representa- 
tive, as manager of the Denver branch of the 
distributing firm, succeeding C. M. Van Horn, 
who has resigned to accept a sales position in 
the San Francisco branch. 



MacDonald Cast 

J. Farrell MacDonald has been added to 
the cast of "The First Year," which Frank 
Borzage is directing for Fox Film Corpora- 
tion. 



GERMANS DESIRE 
FREE FILM TRADE 

Americans By Adoption Pro- 
test "Kontingent" System 
Now in Force 



METZ HEADS MOVEMENT 



The Board of Trade for German- Ameri- 
can Commerce, Inc., of which Herman A. 
Metz, former comptroller of the City of New 
York and former U. S. Congressman, is pres- 
ident, has lined up against the German Kon- 
tingent system which restricts the distribu- 
tion of American films in Germany. 

The Board of Trade "emphatically pro- 
tests" against the limitation of American 
films and urges that American motion pic- 
tures be admitted to Germany without re- 
striction. 

The resolution adopted unanimously by 
this important international trade body has 
been forwarded to Will H. Hays, president 
of the Motion Picture Producers and Dis- 
tributors of America, Inc., accompanied by 
"assurance of our cooperation and every 
good wish for your success in combatting 
these efforts." The resolution is as follows : 

WHEREAS, our attention has been di- 
rected to the attitude of foreign countries — 
particularly Germany — toward American 
made pictures ; and 

WHEREAS, we are informed that this at- 
titude results solely from a desire to lessen 
the demand for American made goods of all 
kinds ; and 

WHEREAS, we believe that motion pic- 
tures can and do promote friendly relations 
among nations and that the free and unhin- 
dered flow of goods and services between 
the different nations is the basis of friendly 
political as well as commercial relations ; 

THEREFORE, BE IT RESOLVED, that 
the Board of Trade for German-American 
Commerce emphatically protests such dis- 
crimination against or limitation of the use 
of American made films and urges that, in 
the interest of friendly commercial inter- 
course, American motion pictures be admitted 
without restriction. 



Christmas Special 

"A Little Friend of All the World" is the 
name of special Christmas release of Red 
Seal, made at the request of sixty first-run 
exhibitors who were pleased with the Red 
Seal Holiday films, "Ko-Ko Celebrates the 
Fourth," and "Ko-Ko's Thanksgiving." 



Anderson Home 

Dick Anderson, of International Films, has 
returned to the city after an extensive sales 
trip throughout the field in the interests of 
the International Newsreel. 



Black Quits Seattle Post 

SEATTLE.— Manager H. A. Black, of 
Warner Brothers, has resigned, effective No- 
vember 15th. 



Tuttle Finishes 

'Frank Tuttle has completed his biggest 
Paramount production to date, "The Ameri- 
can Venus." 



November 21, 1925 Page 1 > 

Raymond Pawley Surveys 
European Conditions 



POOR EQUIPMENT 

"In both the United Kingdom and the 
Continent the motion picture theatre is a 
pretty poor affair, and to a very large ex- 
tent can be likened to those of the United 
States of some ten or twelve years ago. In 
the entire United Kingdom one finds only 
about four theatres comparable in size to the 
Strand in New York — one each in London, 
Cardiff, Liverpool and Glasgow. Excluding 
the Gaumont Palace in Paris, now operated 
by Metro-Goldwyn, I believe the only house 
on the Continent that appproximates this 
class of theatre is the Ufa Palace in Berlin ! 



backwardness is retarding the business in 
Europe. At present there is a decided 'hands 
off' attitude — -a feeling that they know just 
as well as we do, if not a little better, what 
their public wants in the way of entertain- 
ment. There are exceptions, of course. Regi- 
nald Ford is trying to put over American 
theatre methods in Paris, Rachmann in Ber- 
lin, and Somlyo in Budapest, and it appears 
that European progress will come only 
through such as these, or through direct 
American enterprise. 

THE ANTI- AMERICAN FEELING 



RAYMOND PAWLEY, first vice president 
and treasurer of Producers Distributing- 
Corporation returned to America this week, 
after an absence of almost two months in 
Europe. 

Mr. Pawley made an extensive tour of the 
continental countries as well as Great Britain, 
and while the trip was really a pleasure tour, 
he took time to study the foreign film market 
and make a general inspection of the new 
distributing machinery recently set up to 
handle the Producers Distributing releases 
in England and on the continent. 

As a motion picture executive, versed in 
the problems of distribution, and a veteran 
film man of practical experience in the exhi- 
bition field, Mr. Pawley's observations are of 
interest to every one in the industry. In sum- 
marizing his tour, he says : 

"For anyone interested in the development 
of the motion picture industry, European 
conditions should not be ignored; it is a sub- 
ject well worthy of careful study. One can 
hardly make an exhaustive survey of Euro- 
pean conditions in a few weeks, but the time 
I spent abroad has been ample to confirm the 
opinion expressed by some observers, to the 
effect that this market will eventually be the 
most important world outlet for motion pic- 
tures. 

"My itinerary included a visit to London 
and our seven new branch offices in the 
United Kingdom ; Paris, Berlin, Vienna and 
Budapest. In England, Scotland and Wales, 
with Mr. Vogel and Managing Director A. 
George Smith, of the Producers Distributing 
Company, Ltd., I met the branch managers 
and staff, talked with prominent exhibitors, 
and inspected the first run theatres in all 
branch cities. In Berlin I had several con- 
ferences with the directors of National Film 
Company, our contracting distributor in Ger- 
many, and others of the industry ; inspected 
the new offices in Berlin of our Central Euro- 
pean representative, Mr. Kofeldt, and a num- 
ber of the important theatres of the city. In 
Vienna I had conversations with a number 
of those interested in the motion picture bus- 
iness and inspected the theatres. In Buda- 
pest the time was largely employed in an in- 
spection of the field in Hungary, Austria 
and Roumania, and conferences on proposed 
plans for distribution of our product in these 
countries. 

KEEN PUBLIC INTEREST 

"Everywhere one finds popular interest in 
the motion picture of entertainment ; it is the 
amusement of the so called 'masses' in Europe 
as well as in America. In Berlin they 
crowded the big Ufa Palace to see 'Charley's 
Aunt,' just as they did in New York and in 
small neighborhood theatres. I saw a thou- 
sand people climb eight flights of stairs, pay 
admission prices ranging from two marks 
(48 cents) to five ($1.20) ; crowd into a 
small, illy ventilated hall and laugh at the 
same scenes and generally enjoy the picture 
quite as our American audiences do. 

"In London, Paris, Budapest — in big cities 
and little towns, they are all doing good 
business, but, generally, with comparatively 
primitive theatre equipment. 



PRESENTATIONS RETARD BUSINESS 

"The modern form of presentation of pic- 
tures, as we see it in America's best first- 
run houses, is practically unknown in Europe. 




Raymond Pawley 



This would seem to be due to the fact that 
the average European exhibitor is unenter- 
prising. He seems satisfied to give his audi- 
ences just as little as possible for their money. 
This, in a way, is a repetition of our history 
in the United States, and the European ex- 
hibitor has yet to learn, as those of America 
did some years ago, that the development of 
their business depends largely upon a well 
balanced program, with appropriate music, 
better and bigger houses comfortably 
equipped and well managed. 

"Of course there is excuse for lack of 
European progress in these respects. While 
we in American were developing these 
branchs of the business, Europe was busy 
with the war, but I see nothing in present 
conditions to preclude her now making pro- 
gress along the same lines we followed. 

"We must not overlook the facr that this 



"In England a great deal of publicity is 
being given, both in the trade and public 
press, to the subject of British production, 
with considerable opposition feeling against 
foreign productions, American pictures and 
methods in particular. This agitation, started, 
I believe, by a few disgruntled British pro- 
ducers, has now been seriously taken up by 
the organization of British Trades, which 
feels that British prestige is menaced by the 
dominance of American pictures. But while 
they like English pictures — if tney are good— 
at no point did I find important exhibitors 
particularly interested in this anti-American 
movement. English exhibitors like American 
pictures. First, because they are relatively 
inexpensive, and secondly, because they are 
generally of better quality than they can get 
elsewhere. Moreover, they are making money 
with them. 

PRO DIS-CO., LTD., ESTABLISHED 

"In the United Kingdom good progress has 
been made in the organization of our sub- 
sidiary, the Producers Distributing Company, 
Ltd., and in the sales of its first program of 
fourteen pictures. Mr. Vogel made a wise 
choice in his selection of Mr. A. George 
Smith as managing director of this enter- 
prise. Mr. Smith enjoys the respect and con- 
fidence of the trade and of his employees, 
and the fact that we now have, in so short a 
time, a smoothly running, well managed dis- 
tributing organization, is a tribute to his 
ability. 



Learn more about pictures 
you are showing and you 
will make more money. 
Reading the Exhibitors 
DAILY REVIEW and 
EXHIBITORS TRADE 
REVIEW will give you 
invaluable information at a 
cost of only $5 a year. 



Exhibitors Trade Review 



Page 20 

SEIDMAN'S TAX ADVICE 



By M. L. SEIDMAN 

This is the third of a series of articles 
by Mr. Seidman of Seidman & Seidman, 
certified Public Accountants, on how to pre- 
pare income tax returns, that will appear reg- 
ularly in these columns. Mr. Seidman is a 
well known tax expert and has written 
numerous articles on taxation. He will an- 
swer all income tax questions that might be 
directed to him by our readers. Questions 
should be addressed to him, c/o Seidman 
& Seidman, 41 Park Row, New York City. 
All communications must be signed by the in- 
quirer, but no names will be disclosed m the 
answers. 

* * * 

In the last article, we learned that, gen- 
erally speaking, all single individuals had to 
file an income tax return if their net in- 
comes were $1,000 or more, and that all mar- 
ried individuals had to file a return if their 
net incomes were $2,500 or over. The rea- 
son for these requirements becomes more 
readily apparent in considering the question 
of exemptions allowed individuals. That 
question will therefore be discussed in the 
present article. 

Single Persons 

Under the law as it now stands, a single 
person is entitled to an exemption of $1,000. 
By that is meant that of his income is less 
than $1,000 he will have no tax to pay. If 
his income is over $1,000, on the other hand, 
he will ordinarily have a tax to pay. That 
is why all single persons having net incomes 
in excess of $1,000 must file a return. 

Head of Family 

There is one exception to the $1,000 ex- 
emption provision for single persons, and 
that is in the case of an individual who is 
the head of the family. Such a person is 
entitled to an exemption of $2,500. 

The question naturally arises as to what is 
meant by the term "head of the family." 
The head of the family might be defined as 
a person who supports and maintains in his 
household one or more other individuals. 
Note that two factors must exist : a head of 
the family must support some other indi- 
vidual and the dependent must live in the 
same household with the person claiming 
the status of head of the family. An un- 
married son who lives with his parents and 
supports them would be classed as the head 
of the family, and would be allowed the 
$2,500 exemption. If, however, he did not 
live with his parents, even though he sup- 
ported them, he would not be the head of 
the family, and his personal exemption, aside 
from the question of dependents, would be 
$1,000. 

Another point is noteworthy. We saw that 
a single person had to file a return if his 
net income was over $1,000 because his ex- 
emption was $1,000. It does not follow, 
however, that a head of a family need not 
file a return if his net income is less than 
$2,500, just because he is entitled to an ex- 
emption of $2,500. On the other hand, a 
single person who is the head of a family 
must file a return if his net income is over 
$1,000, even though his exemption is $2,500. 
It is true that if his net income were less 
than $2,500,- he would have no tax to pay. 
A return is required of him, nevertheless. 

Married Persons 

Now let us consider married persons. A 
married person under the present law, is en- 
titled to an exemption of $2,500. That ac- 
counts- for the requirements that married 
persons having net incomes of $2,500 or over 
must file a return. 

There are several things to be noted in 
connection with the exemptions allowed mar- 



ried persons. In the first place, the husband 
and wife must be living together, in order 
to become entitled to the exemption. If they 
are separated, they are regarded as single 
persons for this purpose- and their exemp- 
tions are computed accordingly. 

Furthermore, the $2,500 is allowed the 
husband and wife as a marital unit, and not 
to each of them. However, the exemption 
may be divided between them in whatever 
manner they see fit. The husband on his 
return might take the entire exemption and 
the wife take nothing on her return, or vice 
versa. Or the husband might take one half, 
or one quarter, or one eighth of the $2,500, 
and the wife, the remainder. That is entire- 
ly up to them. Of course, if they file a joint 
return, the one exemption of $2,500 would 
be shown. 

Suppose a person were married during the 
year. What then? Would he be permitted 
to take the full married man's exemption? 
The rule in this connection is very interest- 
ing, if not strictly logical. It is provided 
that if the status of an individual changes 
during the year, his exemption is to be com- 
puted on an apportionment basis. 

For instance, if a person were married on 
June 30, 1925, his personal exemption would 
be arrived at as follows : having been single 
for one-half the year, he would get half the 
single man's exemption, or $500, and being 
married for the other half of the year, he 
would be entitled to half the married man's 
exemption, or $1,250, making a total exemp- 
tion of $1,750. If he were married on No- 
vember 1, his exemption would be $1,250, 
computed as follows : having been single ten 
months of the year, his exemption for that 
period would be 10/12 of $1,000, or $833.33. 
Being married two months of the year, his 
exemption would be 2/12 of $2,500, or 
$416.67, making a total of $1,250.00. 

The exemptions that we have thus far dis- 
cussed are known as the personal exemp- 
tions. Every individual is entitled to them, 
and their amounts depend solely upon 
whether the individuals are single, married, 
or the head of a family. There is in addi- 
tion what is known as a credit for depend- 
ents. That will be explained later. 

To round out the present discussion, let 
us consider taxpayers other than individuals. 

Corporations and Estates 

A corporation is entitled to a credit of 
$2,00, provided, however, that its income 
is $25,000 or less. If its income is more 
than $25,000, it is not entitled to any credit 
whatsoever. An estate or trust is regarded 
as a single person, and is allowed a flat 
credit of $1,000. 

New Law Possibilities 

One thing should be mentioned in passing. 
What has been here outlined is based on the 
law as it now stands. There is some talk 
about Congress changing the amounts of the 
exemptions. It is known that the House 
Ways and Means Committee in its report is 
going to recommend a $3,500 exemption for 
married persons. Whether this recommen- 
dation will ultimately be adopted, and in any 
event, whether any new law that might be 
passed would be made applicable to 1925 
returns, cannot be said at this time. Matters 
must therefore be taken under the law as it 
exists at present. Should there be any 
changes, they will be called to the readers' 
attention through this column. 

Note : Several of the readers' questions 
have accumulated, and beginning with the 
next article, both questions and answers will 
be published. 



SPECIALS WORTH 
FIVE MILLION 

First National Markets Group of 
Eight on New Plan 

Under a selling plan just announced by 
First National Pictures, five million dollars 
worth of special productions become avail- 
able to every theatre in the United States 
and Canada that has not yet played them. 

The five million dollars represents the act- 
ual cost of production, prints and advertis- 
ing of the eight First National specials 
which may be sold under one contract. They 
are pictures which have proved big money- 
makers wherever shown, including three 
Norma Talmadge pictures, the tremendously 
popular "The Sea Hawk" and "Abraham 
Lincoln," just awarded the Photoplay Maga- 
zine medal as the best picture of the year. 

The eight pictures on the list are, Frank 
Lloyd's "The Sea Hawk," starring Milton 
Sills and conceded to be one of the finest 
productions ever made ; Al and Ray Rockett's 
portrayal of "Abraham Lincoln" ; "Secrets," 
"The Lady" and "The Only Woman," three 
of the most popular pictures in which 
Norma Talmadge has been starred; "Quo 
Vadis," the great Italian spectacle present- 
ing Emil Jannings in the role of Nero ; 
"The Scarlet West," an epic of the West 
filled with the most thrilling sort of dra- 
matic action, and "Sundown," another west- 
ern story of epic proportions dealing with 
the passing of the cattle barons. 

Every picture on this list has profited by 
nation-wide advertising in magazines and 
newspapers. The box-office value of all of 
the productions has been proven at the lead- 
ing theatres of the country. 

* * # 

Kleblatt Press Installs 

Exploitation Department 

It is announced by Erwin S. Kleeblatt, 
president of the Erwin S. Kleeblatt Press, 
351-355 West 52nd Street, that a new depart- 
ment had been created to handle the com- 
plete advertising, publicity and exploitation 
of motion picture producers and distributors. 
Charles Reed Jones, formerly director of ad- 
vertising and publicity for Chadwick Pic- 
tures Corporation, is in charge. 

Jones and his staff have already taken over 
the publicity and advertising of Chadwick 
Pictures Corporation. The Chadwick com- 
pany intends to broaden the scope of its ex- 
ploitation. 

The Kleeblatt advertising and publicity' 
service will include trade journal, fan maga- 
zine and nation-wide newspaper campaigns. 
It was pointed out by Mr. Kleeblatt, while 
explaining his venture, that he believes his 
plan will effect a considerable saving in time 
and expense because of the fact that all pub- 
licity materials will be printed at the same 
place where they are prepared. 

Film Fans Magazine, a Kleeblatt publica- 
tion, edited by Jones, is said to have met with 
an enthusiastic reception throughout the coun- 
try and is enjoying a rapid increase in circula- 
tion. 

* # * 

Maude Miller Advanced 

Jesse L. Lasky announced yesterday that 
Maude Kirk Miller, who for several years 
has served in the editorial department of 
Paramount, has been appointed manager of 
the story department. 

$ ' $ if: 

Sheehan Stays Over 

Los Angeles. — Winifred Sheehan will not 
return to New York until the middle of De- 
cember. 



November 21, 1925 



Page 21 



Anniversary of Pathe News 
Brings Out Array of Notables 



A LARGE and representative gathering of national celebrities, headed by Vice 
President Charles G. Dawes, paid tribute to Pathe News at the Fifteenth 
Anniversary Dinner held at the Hotel Plaza in New York City on Saturday 
evening, November 14th, in celebration of the founding of news films. 



Never before has such a notable assem- 
blage of the Nation's leaders and distin- 
guished men rendered such tribute to the fifth 
estate. Such a demonstration is a marked 
honor to Pathe News and its popular editor, 
Emanuel Cohen, who has for eleven years 
commanded the army of cameramen covering 
the world for this great pictorial disseminator 
of news. The event further emphasizes the 
high place the pioneer news film holds in the 
minds of the people of the United States. 

Vice-President Dawes paid glowing praise 
to Pathe News in his talk, as did Governor 
Ritchie of Maryland. The Vice-President 
devoted the larger part of his address to. a 
discussion of the Senate rules. Editor Cohen 
related the history of the pioneer news film. 

The surprise of the evening was presented 
on the screen in "Flashes of the Past," a 
comprehensive news film of historic events 
from 1910 to 1925. Musical interpretation 
for this film was provided by a symphony 
orchestra under the direction of Doctor Hugo 
Riesenfeld. As proof of the speed with 
which Pathe News covers and screens events, 
scenes of the Yale-Princeton football game 
played in New Haven Saturday afternoon 
were shown. Then-the guests had the pleasure 
of seeing themselves actually at the banquet 
in scenes photographed earlier in the evening. 
"Flashes of the Past" will be presented se- 
rially in the semi-weekly issues of Pathe 
News so that the public may see this re- 
markable film. 

Frederic R. Coudert, attorney for Pathe, 
presided at the dinner in the absence of 
President Paul Fuller, Jr., who is in Europe 
on business for the firm. Following his in- 
troductory remarks, Mr. Coudert introduced 
Emanuel Cohen, Editor of Pathe News, who 
spoke in part as follows : 

"On behalf of the Pathe News, I, as its 
editor, want first to thank you, our dis- 



tinguished guests, for joining with us this 
evening in the celebration of the fifteenth 
anniversary of the origin of news presenta- 
tion by motion pictures. This illustrious au- 
dience, representing, as it does, every ave- 
nue of life which the newsfilm has trod, 
Pathe News welcomes not only as an honor 
to itself but as a tribute to the deeper signifi- 
cance of the occasion — the increasing recog- 
nition of the newsfilm as a new institution in 
the dissemination of world news. I can add 
nothing to the brief eloquence of our guest 
of honor, Vice-President Dawes, who, when 
honoring us by accepting our invitation, 
wrote of the newsfilm: 

" 'It is the newspaper of film literature. It 
has become a necessity in our national life, 
and its accuracy in daily presentation of 
world news has made it a national institu- 
tion. It fosters good will between the peoples 
of the world and greater tolerance of other 
nations' problems has been taught through 
its penetrating eyes. All peoples, irrespective 
of thought, find instantaneous expression 
and common understanding in the newsfilm.' 

"Like the great news syndicates, the Asso- 
ciated Press, the United Press, International 
News, of whose tremendous service the public 
is so fully aware, the Pathe News is now 
world wide, its tentacles reaching into every 
nook and corner of the earth — civilized and 
uncivilized — its thousands of lenses focussed 
on every political development, witnessing 
the pagentry and the tragedy of every people ; 
peering into the customs and habits of every 
land; holding the mirror to every phase of 
human activity everywhere. 

"Although its purpose is similar to that 
of the newspaper, the newsfilm plays a dif- 
ferent role. Its objective is to bring its 
readers to the very scene of an event, mak- 
ing them eye witnesses, so that ihey not 
only see what transpires but can feel its 



pulse. The deadly accuracy and the vivid 
realism of the newsfilm has brought it to 
the heights of purpose and the utility which 
it now occupies. It has reeled its way into 
the confidence of millions of persons. One 
might say that it has won a place of affec- 
tion as well as of trust. Supplementing the 
service of the country's great newspapers, 
this graphic portrayal is enabling the public 
to form clearer judgments of world events 
and guiding it to more intelligent under- 
standing. The excursion 'round the world on 
which it takes its readers in the fifteen min- 
utes of each issue, as if on the wings of time, 
has made it possible for them to see and to 
become acquainted with other lands. The 
lions of Trafalgar Square are just as famil- 
iar to American audiences as the Woolworth 
Building to the Englishman. The sufferings 
of Japan in the tragic hours following the 
earthquake were felt from the screens of the 
globe. 

New York's Theatres 

Total 434,595 Seats 

New York City's motion picture theatres 
have a total seating capacity of 434,595, ac- 
cording to a report of License Commissioner 
Quigley. There are 548 licensed picture 
houses in the city, divided as follows : 

Brooklyn has 224 houses, 168,226 seats ^ 
Manhattan, 174 houses, 137,143 seats; Bronx, 
71 houses, 66,743 seats ; Queens, 67 houses, 
55,887 seats ; Richmond, 12 houses 6,596 seats. 

* * * 

New Name 

Baltimore. — The Exhibitors League of 
Maryland, Inc., has changed its name to the 

Motion Picture Theatre Owners of Maryland. 

* * * % 

Loew-Red Seal Booking 

Loew's, Inc., through David Loew, signed a 
contract this week with Edwin Miles Cadman, 
whereby the entire series of Ko-Ko Song 
Car-Tunes will play in all the Loew houses m 
New York City. 



Vice-President Dawes headed the list of notables attending the fifteenth anniversary of Pathe News at the Hotel Plaza, 

New York. 



Page 22 



Exhibitors Trade Review 



PRODUCTION HIGHLIGHTS 



THE PRO-DIS-CO CLUB composed 
of the executives, department heads and em- 
ployees of Producers Distributing Corpora- 
tion, will assemble at the Hotel Empire Tues- 
day evening, November 24th, for a dinner 
and theatre party. Dinner will be served at 
7 p. m. Afterward the party will attend the 
performance of "Kosher Kitty Kelly" at 
Dalv's Theatre. 

. * * * 

R. H. HALL, Assistant Secretary of the 
Board of Public Works, Republic of Pan- 
ama, on his first visit to the United States 
in 27 years, visited the De Mille Studio last 
week, where he watched progress of the 
current Rod La Rocque production, "Brave- 
heart," as directed by Alan Hale. Mr. Hall 
told Mr. De Mille that, exiled as he is from 
America, he gets a great kick out of pictures, 
which he acclaims as the one great medium 
through which he keeps in contact with 
American ideas and customs.- 

FRANK R. STRAYER whose latest 
achievement is "Lure of the Wild," a Colum- 
bia Pictures Corporation production featur- 
ing the hew marvel dog, Lightning, was dis- 
covered by Harry Cohn, in charge of pro- 
duction for this organization. Mr. Strayer, 
who was formerly "one of the best known as- 
sistant directors in the motion picture • in- 
dustry was given his first opportunity to re- 
veal his directorial genius when he was signed 
by Harry Cohn to direct "Enemy of Men." 
The adage that has now become old in the 
motion picture industry, "new faces needed 
for the screen," also applies to the directorial 
branch of this art. 

* * * 

FOR ONE PICTURE, at least, Monte 
Blue and Marie Prevost are to De reunited. 
Exhibitors and fans alike will find satisfac- 
tion in the announcement made this week by 
Warner Brothers that Mr. Blue and Miss 
Prevost will be starred together in "Other 
Women's Husbands." 

The, reunion of this extraordinarily popular 
team r fs being effected in response to what 
may' fairly be called a popular demand. 
Neither 1 Mr: Blue nor Miss Prevost has evef 
scored more heavily than when in the other's 
company, and each numbers such attractions 
as "Cornered," "The Dark Swan," "Recom- 
pense," and "Kiss Me Again," in which they 
shared honors. 

Both the story and scenario of "Other 
Women's Husbands" are by E. T. Lowe, Jr., 
who was responsible for "The Hunchback 
of Notre Dame" and other big productions. 
As so far recruited the cast comprises Mr. 
Blue playing the husband, Miss Prevost as 
the wife, Huntly Gordan as the best friend 
and Phylis Haver as the vamp. 

* # * 

AN ANNOUNCEMENT from the Fox 
West Coast studios adds another name to the 
cast of "The Ancient Mariner," to be re- 
leased for the coming Christmas holidays. 
The addition is Wilson Benge, who will have 
a part in the modern version of Samuel Tay- 
lor Coleridge's dramatic classic. The story as 
originally written will be presented as a fan- 
tasy, in conjunction with the present day 
conception. 

* * * 

GEORGE WALSH, who is making a 
series of six modern, action romances for 
Chadwick Pictures Corporation, will not 
come to New York, as previously announced, 
but will start work shortly on his fourth 
starring vehicle of the current season. The 
new* picture will be a screen version of "The 
Test of Donald Norton," the popular novel 
from the pen of Robert E. Pinkerton. The 
story, a North Woods mystery thriller, pro- 
vides a new background for the fast moving 
action stories for which this star is noted. 




Dolores Costello as she appears in 
the Paramount production of Fannie 
Hurst's story, "Mannequin." 



The cast is now being selected and will be 
announced shortly. It is expected that Joan 
Meredith, who has appeared in several Walsh 
features, will be in the cast. 

Walsh has recently completed "The Count 
of Luxembourg," an adaptation of Franz 
Lehar's popular operetta, in which he will 
be featured with an all star cast, including 
Helen Lee Worthing, James Woods Morri- 
son, Michael Dark, Lola Todd, Lucille La- 
Verne, Charles Requa and Joan Meredith. 
"The Count of Luxembourg" will be re- 
leased January 15th. 

* * * 

CLAUDE GILLINGWATER, who 

was brought to New York from Hollywood 
to play the part of a millionaire steel mill 
owner in First National's big steel picture, 
"Men of Steel," has been forced by illness 
to drop out of the cast and return to Holly- 
wood. Gillingwater caught a slight cold when 
he reached New York. The company went to 
Birmingham three weeks ago to shoot steel 
mill and iron mine scenes, and while there 
his cold grew worse. Finally, on advice of 
his physician, he returned to California. His 
place has not yet been filled, but there has 
been no let down in shooting, for Director 
George Archainbaud has been filming the 
scenes in which Gillingwater had no part. 

sfc ^ *K 

OLIVER B. GARVER, a former Los 
Angeles newspaper man, and more recently 
in the advertising business in Hollywood, has 
been secured for the publicity department of 
the DeMille Studio by Barrett C. Kiesling, 
publicity director. Garver will start immedi- 
ately publicizing Rod La Rocque; Leatrice 
Joy, Lillian Rich, Vera Reynolds and other 
Cecil B. De Millie players 



SEVEN TYPES of motion picture film, 
each with an entirely different chemical treat- 
ment, were used by Camerman Peverell Mar- 
ley in obtaining the photographic effects in 
De Millie's "The Road to Yesterday." 

* * * 

DOES AN APPLE a day keep the 
physician from calling? This question was 
given a test by Rod La Rocque, the Cecil 
De Mille Star, while on location in the 
middle of the great apple belt in Oregon 
filming "Braveheart" It seems thaj when Di- 
rector Alan Hale accidentally sprained his 
ankle, Rod fed him apples for two days and 
at the end of that time it was found neces- 
sary to call a doctor. 

* * * 

"THE UNCHASTENED WOMAN," 

the Chadwick Pictures Corporation special 
production of the Louis K. Anspacher play, 
which served as a return vehicle for Theda 
Bara, is meeting with enthusiastic receptions 
in all parts of the country. "The Unchastened 
Woman," which was directed by James 
Young from Douglas Doty's adaptation of 
the play, is one of Chadwick's most preten- 
tious offerings. The scenic background is 
varied, providing a strong contrast between 
the spectacular settings of European cities 
and the slums of New York. Several promi- 
nent players are in the support cast. Wynd- 
ham Standing plays the leading role opposite 
Miss Bara. Others include Eileen Percy, 
Dale Fuller, John Miljan, Harry Northrup 
and Mayme Kelso. 

* * * 

HARRY LANGDON has moved his 

effects to the First National Studios, Holly- 
wood. The comedian, who will appear in 
feature length comedies for that organiza- 
tion, is comfortably housed within the walls 
of the big studio and has closeted himself 
with his quintette of gag men, making final 
preparations for the filming of his first feat- 
ure under the direction of Harry Edwads. 
Shooting will start this week. 

Langdon enjoys the distinction of being 
the most talked about comedian on the 
screen today. Before he signed with First 
National, every big distributing organization 
sought his services. He is considered as an 
ace bet, and ace comedians are not to be 
picked up on every corner in Hollywood. Just 
what sort of picture Harry Langdon is going 
to make is not as yet disclosed. Only his 
inner office knows. He wants to be cotn- 
pletely sure of his vehicle before he reveals 
its contents. 

* * * 

JACK STARNES, flashy halfback of 
the Florida University eleven. last fall, has 
transferred his pigskin activities to the 
movies. Needing a player of ability to appear 
witht Rod LaRocque in a big game staged 
from the motion picture production, "Brave- 
heart," Director Alan Hale secured Starnes 
to give the football scenes in this picture the 
proper punch. Starnes plays quarterback on 
the team, with Rod at half. "Braveheart" 
will be La Rocque's next release through Pro- 
ducers Distributing Corporation. Lillian Rich 
is filling the feminine lead. 



Questions, suggestions, criti- 
cisms and communications are 
cordially invited by EXHIBI- 
TORS TRADE REVIEW and 
Exhibitors DAILY REVIEW. 
Help us to even make these 
papers better than they are. 
That is our ambition. 



November 21, 1925 



Page 23 





Friendly — no, not enemies. Just friendly, these two. Harry 
B. Walthal, of the kindly eyes, who played the villain in 
P. D. C.'s "Simon the Jester," and Rupert Julian, director, of 
"Three Faces East." 



Talk about bowling champions! Why, Jimmy Smith, the 
country's best, shown here with "Our Gang" of Pathe 
comedies, pinned a large medal on Farina when he watched 
the dusky starlet juggle two of the big billiard balls — 
Farina showed him how to play with two balls at once. 




Carmel Myers as Iras, the 
Egyptian charmer in Fred 
Niblo's "Ben Hur," now being 
•completed on the Coast. Metro- 
Goldwyn-Mayer is producing 
the Lew Wallace play and novel 
by arrangement with A. L. Er- 
langer from the adaptation made 
by June Mathis. 




Yum! Yum! What a Thanksgiv- 
ing feast Fay Lanphier is going 
to have. Miss Lanphier, who 
w'is Miss America of the Atlan- 
tic City beauty pageant has a 
featured role in Paramount's 
"The American Venus." 




Ernst Lubitsch, Warner Bros, 
director, shivered while on his 
visit to Toronto, on location for 
"Lady Windermere's Fan," and 
longed for that dear California. 



Page 24 



Exhibitors Trade Review 




(Left) The prize role 

of the season, of- 
fered by Cecil De 
Mille in "The Volga 
Boatman" for P.D.C. 
goes to this brown- 
eyed, fair haired 
daughter of Virginia, 
barely in her twen- 
ties. And, say what 
do you think her 
name ought to be? 
That's right — Elinor 
Fair. 



(Right) Ernest Tor- 
rence the Paramount 
star is such a good 
Scotchman that he 
even has a Scotch 
terrier for a com- 
panion. Whistle, 
and call "Bunkie" 
and (maybe) the 
dog will run to you. 





Wr 1 — tV"*"" til 



y /j 





4Rk 




Making new history for short products — this company. Little 
Arthur Trimble as Buster and his gang who put out the 
Buster Brown Comedies for Universal. 



Great time had by all at the laying of the corner stone for 
the new Fox exchange in New York. Harry Buxbaum show- 
ing Boro President Miller what to do with the film that was 
placed in the niche. 

These three spirited dancers appear in "Sally, Irene and Mary", the coming Metro- 
Goldwyn-Mayer product. It must be a high-stepping picture, says we. Edward 
Dowling wrote the original stage success, and Louis Leighton fixed it up for the 
pictures. 




Radio fans recently were given a treat 
when S. H. MacKean, News Editor of In- 
ternational Newsreel spoke on "How the 
Newsreel is Made." 




November 21, 1925 



Page 2S- 





Big Chief Um-Pah Rod La Rocque with his family of 
adopters. The P. D. C. star is made a bona fide member of 
an old tribe of real Indian chiefs. He's the tall one in the 

center. 





Emanuel Cohen, Editor of Pathe News met Vice-president 
and Mrs. Dawes upon their arrival in New York to attend 
the 15th Anniversary dinner of Pathe News. It was a gala 
affair, with a long list of world notables in attendance. 



It's always an amusing sight to extra cowboys to see the 
star he-man of the picture daub himself with the paints and 
powders necessary for good screening. Here' is Art Acord, 
making up for "Mavericks" for Universal release. 






Dorothy Mackaill hails from England. That's why, when some British boats came 
near enough to the First National studios, the tars paid her a visit. With Edwin 
Carewe and Dolores del Roi, they had some pretty fair host(esses). 



Director Goulding discovered Miss Jane 
Arden as one of the extra girls in Metro's 
"Sally, Irene and Mary." She looks like a 
real find and will be a strong contender 
for the 1927 Wampas Baby honors. Miss 
Arden has been in pictures for about a 
year, her blonde beauty attracting much 
favorable attention. 



Page 26 



Exhibitors Trade Review 



News of Exhibitor Activities 



N. J. M. P. T. 0. Gets 

Famous in 



Decision Over 
"Conquered" Case 



The Motion Picture Theatre Owners of 
New Jersey scored this week one of their 
greatest victories in the court of arbitratioi, 
when the Philadelphia Film Board of Trade 
on Tuesday decided for them in a test on 
exhibitor contractual rights regarding Fam- 
ous Players-Lasky's "Conquered." 

The significance of the Philadelphia 
board's ruling should elate every exhibitor 
holding a Famous Players contract through- 
out the country, since it establishes a prece- 
dent upon which they can obtain the release 
and delivery to them of the next Swanson 
picture produced or released by the Famous 
Players-Lasky Corporation, instead of pay- 
ing an increased price. 

The decision establishes that it was not 
the picture "Conquered" which induced the 
exhibitor in this test case, I. M. Hirschblond 
of the Tracco Theatre, Toms River, New 
Jersey, to buy the Paramount output. On 
±he contrary it specifically relates that it was 
the magnitude of the star, Gloria Swanson, 
which was chiefly instrumental in getting 
Hirschblond's signature to the contract. 

The decision thus substantiates in every 
respect the contention of Joseph M. Seider, 
Business Manager of the Motion Picture 
Theatre Owners of America, who vigorously 
prosecuted the action after procuring and 
making a thorough study of the evidence. 

Under the terms of the Philadelphia 
Board's verdict, Famous Players-Lasky must 
deliver the next picture which Miss Swan- 
son makes for that company. This does not 
mean any picture which the star has already 
made and which has not been generally re- 
leased but any feature which may be made 
with Miss Swanson in the starring role in 
lieu of "Conquered," production plans for 
which were recently abandoned and the re- 
lease from delivery was sought by Famous 
Players. 

* * * 

Grauman To Be Honored 

LOS ANGELES.— A testimonial dinner 
patterned along the Unes of the famed 
Gridiron Club dinners in Washington and 
the nationally celebrated Lambs Gambol of 
New York, to be given in honor of Sid 
Grauman at the Biltmore Hotel the night of 
December 3 by the motion picture industry 
promises to be the most brilliant affair of 
its kind ever attempted in the West. 

The affair, which is to be given in recog- 
nition of Grauman's activities in Los An- 
geles and Hollywood and of his interest in 
the motion picture industry throughout the 
country, is sponsored by the Wampas. It 
will be the first time the organization has 
ever accorded such an honor. 

^ 

Gobel Closes Columbia 

BRISTOL, Va.-Penn.— Due to what he 
terms excessively bad business, C. A. Gobel 
has closed his Columbia Theatre, which was 
located on the Tennessee side. Gobel has 
consolidated his efforts on his two remain- 
ing theatres in Bristol which are situated 
in close proximity on the Virginia side of 
the town. , ; t 



Mr. Seider could not personally attend 
the hearing because of an urgent meeting of 
the administrative committee of the Motion 
Picture Theatre Owners of America which 
was attended by men who had traveled great 
distances. 

Mr. Seider assigned his personal repre- 
sentative, Leon Rosenblatt and Norman 
Samuelson, counsel for the Motion Picture 
Theatre Owners of New Jersey to appear 
before the Philadelphia Board. 

Commenting upon the decision Mr. Seider 
declared : "The entire procedure and the 
verdict is the greatest emulation of the prin- 
ciple of arbitration when fairly conducted. 
It will be recalled that the Philadelphia Film 
Board of Trade offered to us the right to 
select our own exhibitor arbitrators. Be- 
cause of this offer we were convinced of the 
sincerity of the Philadelphia Board and in- 
stead, presented the case before their usual 
board. This vouches for the fairness of the 
verdict and, as Business Manager of the 
Motion Picture Theatre Owners of America, 
it is my hope that this will settle the matter 
for the country and that Famous Players 
will release the next Gloria Swanson picture 
that they produce, or release, to contract 
holders of the picture 'Conquered' at the 
present contract price, and further, that they 
will release all those present contract holders 
who so desire it, from the playing of the 
picture 'Conquered' if produced with another 
star." 



Richey On Tour 

DETROIT.— H. M. Richey, business 
manager of the M. P. T. O. of Michi- 
gan, will leave this month for a tour 
through the state with the view of 
increasing the enrollment of the state 
organization and with consulting ex- 
hibitors on their various problems. 
He plans to visit ten exhibitors a day 
on his trip. His word to them is "get 
your questions ready." Richey prom- 
ises that if he cannot answer these 
himself he will take the questions up 
on returning to Detroit and use the 
mails for replies. 



Seattle Film Board 

SEATTLE.— At its regular Monday meet- 
ing the Northwest Film Board of Trade 
elected three exchange members to the 
Seattle Arbitration Board. Appointments 
were : Jay A. Gage, Seattle Educational 
manager, three year term ; W. J. Drummond, 
Producers, two years, and C. M. Hill, Metro- 

Goldwyn, one year. 

* * * 

New Management 

LA GRANGE, Ga.— The Strand Theatre 
which was recently purchased by R. T. Hill, 
of Tullahoma, Tenn., will have its formal 
opening next Monday under the name of the 
New Fairfax Theatre. 

* * * 

Theatre Destroyed 

The Scenic Theatre in Appleton, Minn., 
operated by R. G. Risch, was destroyed by 
fire recently. E. G. Taylor, a fireman, was 
hurt. No lives were lost. 



Metro-Goldwyn's "Merry Widow" 

Rolling Up Impressive Grosses 



Advance reports of big grosses being 
rolled up by pre-view showings of Erich 
von Stroheim's "The Merry Widow," star- 
ring Mae Murray and John Gilbert, are 
pouring into Metro-Goldwyn's offices from 
enthusiastic exhibitors. Small towns and 
large are greeting this Metro-Goldwyn- 
Mayer production with the same unequalled 
applause and enthusiasm which the film 
aroused at its Chicago premiere at the Roose- 
velt Theatre, where it is in its fifth big week, 
and in New York at Gloria Gould's Em- 
bassy, where it has been playing since open- 
ing in August. 

"Von Stroheim's 'The Merry Widow' 
opened at my Paris Theatre yesterday," 
wires Don Nichols, Manager of the Durham 
Amusement Company in Charlotte, N. C, 
"with the weather man against it. We had 
the worst weather we have had this year. 
In the face of this we had to use the S.R.O. 
Today, with weather not much better, we 
topped the opening day. All the flowery 
things Gloria Gould has said of 'The Merry 
Widow' does not tell the half of it. Con- 
gratulations to you and to the 'Widow.' " 

A wire from Metro-Goldwyn's exchange 
in Cleveland, O., reports that the film has 
been held over a second week at the Valen- 
tine Theatre in Toledo and also at the Allen 
Theatre in Akron. Also that on opening at 
the Stillman in Cleveland the picture has 
equalled the house record and is building 
daily, and that the film has been held over 
at the Grand Opera House in Canton, O. 



Another wire, from M-G's Oklahoma Ex- 
change, reports that the film is being held 
over for a second week at the Sun Theatre 
in Omaha, Neb. 

Variety, theatrical trade sheet, heads its 
report on the financial returns being regis- 
tered in Chicago for the week with the 
statement that "The Merry Widow" alone 
among pictures in the Windy City showed 
life in the box-office, and continued to draw 
capacity audiences to the Roosevelt Theatre. 
These reports on pre-view showings fore- 
shadow unequalled success for the film 
throughout the country. 

"The Merry Widow" is a picturization of 
the Lehar-Leon-Stein operetta as produced 
by Henry W. Savage on the stage and as 
adapted to the screen by Director von Stro- 
heim and Benjamin Glazer. 



We are proving in every issue 
that the real value for the Ad- 
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DAILY REVIEW. Subscrip- 
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November 21, 1925 



Page 27 



BOX OFFICE REVIEWS 



STELLA DALLAS 

United Artists Release. Produced by Sam- 
uel Goldrvyn. From the novel by Olive 
Higgins Prouty. Directed by Henry 
King. Length, I reels. . 

CAST AND SYNOPSIS 

.Stephen Dallas Ronald Colman 

Stella Dallas Belle Bennett 

Helen Morrison Alice Joyce 

-Ed Munn Jean Hersholt 

Laurel Dallas Lois Moran 

Richard Grovesnor Douglas Fairbanks, Jr. 

Miss Philiburn Vera .Lewis 

Mrs. Grovesnor Beatrice Prior 

The suicide of his father leads Stephen Dallas to 
.break his engagement to Helen Morrison, and retire 
to a strange town. There he meets Stella Martin, 
of low family background and vulgar habits. In a 
susceptible moment he marries her. A baby is born 
to them. Dallas, unable to lift his wife to his own 
level, leaves her to reside in the city. He meets his 
old sweetheart, now a widow. Meanwhile Stella has 
centered her affection on Laurel, the daughter, who 
often visits her father and becomes friendly with her 
father's friend. Wishing to sacrifice her own hap- 
piness for her daughter's good, Stella agrees to allow 
her husband to divorce her and marry his former 
sweetheart, so Laurel may enjoy a cultured life. 
Laurel retuses to leave her mother. Stella decides 
on a supreme sacrifice, marrying a sordid companion, 
so that Laurel will feel free. The plan works and 
Stella lives to see Laurel married amid the splendors 
of a high-society wedding. 

By Michael L. Simmons 

^HERE'S a lot of language I'd like to 
spill about this film. High-powered 
superlatives; a vivid description of its effect 
on a "hard-boiled" professional audience; 
my own emotional reaction to it, and so on. 
That's how it's got me. For straight-for- 
ward box-office pertinency, however, I'll 
shoot, in Film Row's direct lingo: "Boys, 
here's one for you! Story, acting, cast, di- 
rection, heart-interest, a mother-love theme 
— all primed to bring home the bacon in 
thick, healthy slices." 

A film man is taught by many conflict- 
ing experiences to be wary of declaring a 
film the finest he's ever seen. One never 
knows what may be lurking just around the 
corner. Then follows the embarrassment 
of reviving the use of 92 karat adjectives. 

This thought keeps me from saying this 
is the finest thing I've seen. And, if I may 
proceed on the basis that perhaps time has 
dimmed the vivid moments of past master- 
pieces, then I will say: "This one has 
struck the most responsive chord in me." 
Certainly, it is the finest thing of its kind 
I've ever seen. 

With the same reservation, I say, here 
are character portrayals — Belle Bennett's 
and Lois Moran's — second to none. 
Without reservation, I say, here is a mother- 
love theme that has touched me more deeply 
than any similar topic. 

I've learned again that it can be done. 
Tense gripping drama : without gun-play ; 
without fist fights; without violence of any 
kind. An entrancing spectacle: without 
mob scenes ; without colossal sets ; without 
trick photography. Love interest — power- 
fully moving, appealing: without ten-minute 
kisses; without wrestling or acrobatics of 
any kind. Can you beat it? 



STAGE STRUCK 

Paramount Photoplay. Story by Frank R- 
Adams. Directed by Allen Divan. 
Length, 6,691 feet. 

CAST AND SYNOPSIS 

Jennie H igen Gloria Swanson 

Orme Wilson Lawrence Gray 

Lillian Lyons Gertrude Astor 

Hilda Wagner Marguerite Evans 

Buck Ford Sterling 

Mrs. Wagner Carrie Scott 

Mr. Wagner Emil Hoch 

Soubrette Margery Whittington 

Jennie Hagen, a small-town waitress, idolizes the 
flap-jack artist in her restaurant. He in turn spends 
his affections on actresses. To him they are at the 
heights in deserving adulation. Jennie then con- 
ceives the idea of winning him by taking a corre- 
spondence course in acting. Later, by a chance 
meeting with the owner of a floating theatre, she 
gets a chance to appear before the footlights. From 
that point, matters take a peculiar turn, resulting 
in her beau's depreciation of the acting profession, 
and his proposal to her. 

By Michael L. Simmons 

QLORIOUS GLORIA had a line of 
customers a block long and six-ply 
clamoring for admission. Nor were they 
disappointed. Miss Swanson rewarded 
their patience with an entertaining variety of 
slap-stick capers, delightfully portrayed, 
and thoroughly enjoyed. 

To say that Gloria reveals comedy gifts 
heretofore unsuspected, would not be put- 
ting it correctly. "Manhandled" taught us 
that she can revert to the Mack Sennett 
motif with credit. Nevertheless, many of 
her admirers will be surprised at the antics 
she unfolds in her neat comedy tent. 

You can visualize the situation by pic- 
turing Gloria as a down-at-the-heels wait- 
ress, always in trouble, and the target for 
laughter everywhere. There is a charming 
sensitiveness in her portrayal that hangs each 
laugh on the brink of a tear. In other 
words, a sort of Charlie Chaplin pathos. 

Picture Gloria as the masked marvel in 
a female boxing show and you have a fur- 
ther idea of the possibilities for hilarious 
action. These possibilities are made the 
most of. That alone should sum up, suc- 
cinctly, the star's contribution to the film. 

Of interest is the star's new leading man, 
Lawrence Gray, who does very well as a 
flap-jack tosser, idolized by the wistful little 
waitress, but who on his own part, idolizes 
actresses. Scenes of a floating theatre on 
the Ohio River, contribute an element of 
novelty. Ford Sterling, as the ballyhoo 
drummer for his own show, adds an ap- 
preciable amount of amusement. 

The opening and closing sequences are 
in color, well done as such things go. To 
my mind, color treatment still has many 
strides to make before a perfect illusion is 
achieved. Nevertheless, in this film, it does 
create a certain gorgeous impressiveness. 

As to exploitation: how does one exploit 
a Swanson picture if not to throw all the 
weight of the billing, lobby-lure, advertis- 
ing, etc., behind the name of the star. That's 
what the Rivoli did. The first paragraph 
tells you what happened. 



SIMON, THE JESTER 

P. D. C. Photoplay. Directed by George 

Melford. Frances Marion s adaptation 

of original story by W m. J. Loc^e. 
Length, 6,168 feet. 

CAST AND SYNOPSIS 

Simon de Gex Eugene O'Brien 

Lola Brandt , Lillian Rich 

Dale Kynnersly Edmund Burns 

Brandt Henry B. Walthall 

Midget William Piatt 

Three men are in love with a woman. One, a 
youth, who was more enamoured by love than by 
the woman. Another with the jealousy and passion 
of aj man distracted. The third with all the tender- 
ness and sincerity of a man who was well able to 
appreciate the real charm and worth of the woman. 
He, the third one, was called "the Jester," for 
knowing his days were numbered, he even mocked 
Death. But that was before he met the woman. 
Now he must live. And live, he does. Then, in the 
very sarnie room where not so long ago he drank a 
toast to ''The greatest 'adventure — Death," he now 
drinks again to the greatest adventure — Woman ! 

By Hank Linet 
^ BEAUTIFUL picture, this screen 
version of the beloved novel of the 
same name, "Simon the Jester." So deftly 
has Frances Marion handled the situations 
of the written story that it still remains a 
function of the imagination to get the full 
significance of the pictures thrown upon the 
screen. Just as if some hidden person were 
reading the story to the audience, and the 
screen simply the reflection of the mind's 
reaction. 

Eugene O'Brien as Simon de Gex, en- 
gages in a fist fight — but it is not the fight 
that the mind sees, but rather his struggle 
for a beautiful ideal. That ideal is Lola 
Brandt, a woman of the circus, admirably 
portrayed by Lillian Rich. 

The Midget, played by William Piatt, 
dies from a knife-wound. Yet the depres- 
sion that a death scene brings about is sub- 
merged in his happiness that life had al- 
lowed him to bring together two souls that 
longed for each other. 

And you, Brandt, arch villain, was it 
not the burning love for that woman that 
drove you to commit those dastardly deeds? 
After all, even you are not to be so easily 
condemned. 

One sighs because it is so beautiful a pic- 
ture — so soft and sincere. And again one 
sighs at times for another reason — and is 
tolerant nevertheless. Tolerant when 
O'Brien forgets here and there that the 
picture is moving in the romantic 6/8 tempo 
of the serenade and interposes an operatic 
ad lib or recltato. But these moments are 
short, and gives one time to reflect for a 
moment on scenes that have just passed by. 
* * * 

And so it really seems that the stellar 
honors are really to go to Miss Marion, 
the scenarist, and to George Melford, the 
director. In the face of the high standard 
of acting, that certainly is leaving no doubts 
about the entertainment value of the film. 

Play up the circus angle for your bally- 
hoo exploitation. 



Page 28 



Exhibitors Trade Review 



ARIZONA SWEEPSTAKE 

Universal Gibson- J ervel. Adaptation by 
Isidore Bernstein. Directed by Clifford 
Smith. Length, 5,418 feet. 

CAST AND SYNOPSIS 

"Coot" Caddigan Hoot Gibson 

Nell Savery Helen Lynch 

Jonathan Carey Philo McCullough 

"Stuffy" McGee George Ovey 

Col. Tom Savery Emmett King 

Detective Donnelly Tod Brown 

Mrs. McGuire Kate Price 

The McGee Kids Billy Schaeffer, Jackie Morgan 

and Turner Savage 

"Coot" Caddigan, cowpuncher, visits the China- 
town section of Frisco, and makes friends with a 
gang of thugs. A man is shot and "Coot" is 
charged with the crime. He hides away in "Stuffy" 
McGee's room, where live the little McGees. "Coot" 
has to be home on a certain date, when he is to 
ride in a horse race, on which depends the winning 
of a bride, and the saving of her father's ranch, who 
has bet his all on the race. "Stuffy" is "pinched," 
and "Coot" takes the little McGees and repairs to 
the ranch. There, just prior to entering the race, 
he is located by a detective. It seems all up with 
him, but "Coot" manages to escape and take his 
place in the race. This he wins after a neck and 
neck struggle with a designing rival, and soon there- 
after comes a telegram to the sheriff acquitting 
"Coot" of any part in the crime. 

By Michael L. Simmons 

JJOOT GIBSON'S good-natured drol- 
lery, his smile, his perfect camera ease 
in every sort of situation, and his more tan- 
gible abilities with horse and fists, supply a 
characterization familiar to his admirers, 
and one that will satisfy newcomers as well, 
if they can be enticed to patronize a West- 
ern. 

There are some people distinctly opposed 
to viewing a Western, but even this class 
should find "The Arizona Sweepstake" 
pleasant divertissement. Hoot's picture, 
though in the literal sense a Western, is by 
nature of its treatment and his own versa- 
tility, endowed with entertainment appeal 
of wider scope than that usually associated 
with the "cactus and chaps" type of film. 

There is a story to this film as there must 
be a story to every film, and since the lat- 
ter concerns itself with a prairie background, 
the story here has a certain amount of de- 
tail in relation to cowboys, horses, lariats 
and the like. But unlike most Westerns, 
the story in this case has no definite rela- 
tion to the entertainment value of the film. 

It is the incident and by-play, mostly of 
a humorous kind, that make up a vehicle 
that shows off Hoot's special talents in a 
way that assuredly pleases and amuses. 
Another attraction is the diversity of set- 
ting. The locales are not exclusively con- 
fined to the range. 

The picture opens up in the Chinatown 
district of 'Frisco, where men are just as 
speedy on the draw and as eager to demon- 
strate this facility as they are in the wild 
and woolly. Thus the spectator's eye is 
given a change of atmosphere, a fact which 
tends to keep the interest alive as the action 
unfolds. 

Talking of action, by the way — wait 
till you see the horse race. You'll know 
what the meaning of the term "horse- 
power" is. Memories of Man o' War, 
Morvich, Zev, and the like, will take on a 
new meaning as you see the magnificent 
thoroughbreds lined up in the Sweepstake 
flash by, down hill, scaling rocky barriers, 
over hedges, and across grassy plains as 
level as a pool table. 



WANDERING FOOTSTEPS 

A Banner Production. Released by Henry 
Ginsberg Distributing Co. Adapted 
from the novel, "A Wise Son," by 
Chas. Sherman. Directed by Phil 
Rosen. Length, 5,060 feet. 

CAST AND SYNOPSIS 

Timothy Payne Alec B. Francis 

Helen Maynard Estelle Taylor 

Hal Whitney Bryant Washburn 

Elizabeth Stuyvesant Whitney ....Eugenie Besserer 

Matilda Ethel Wales 

Mr. Maynard Phillips Smalley 

Dobbins Sidney Bracey 

Billy Frankie Darro 

Hal Whitney, a young millionaire, wanders drunk 
to a large park where he meets Timothy Payne, once 
a gentleman, but now a "bum." They become friends 
and Hal decides to make Payne his adopted father. 
They go to a lawyer, who draws up the papers. 
Then Hal persuades Payne to accompany him on a 
yacht trip. Hal's sweetheart, Helen Maynard, is 
very indignant when she learns of Hal's associate 
and refuses to have anything further to do with him. 
Hal is torn with conflict, for he loves Helen dearly 
and also feels that Payne is a good influence to him. 
Helen later realizes the injustice of her prejudice 
and asks Hal's forgiveness. They both set out for 
Payne's home, to give him the glad tidings. There 
they leam that Payne and Hal s mother have just 
tied the nuptial knot they having been childhood 
sweethearts. 

By Peggy Goldberg 

^HIS is a rather far-fetched and uncon- 
vincing melodrama that might go with 
the less sophisticated. 

i Years ago, before motion pictures had 
reached the heights they have attained, this 
undoubtedly would have been acceptable. 
However, the motion picture public has 
learned to admire the better things in drama, 
as well as expert direction, photography 
and acting. "Wandering Footsteps," lack- 
ing in these qualities, will therefore not go 
with the sophisticated at all. They will 
find it difficult, for instance, to accept the 
plausibility of Helen giving up her sweet- 
heart because he befriends a man who is 
really innately fine — especially since he 
seems to be making a man out of Hal — and 
more especially since she herself is actively 
interested in uplift work. 

On the other hand, it may appeal to 
those not greatly concerned with the frail- 
ties of human nature, to whom a picture 
with the love interest throughout is suffi- 
ciently entertaining. 

It is surprising that even the grandeur of 
style and lavishness of settings looked for 
in a society melodrama are wanting. 

As the story is adapted from the novel, 
"A Wise Son," it opens the way for a 
tie-up with book shops. Of course, Estelle 
Taylor and Bryant Washburn are names 
that may be played up with advantage. 

Another exploitation stunt that suggests 
itself is a ballyhoo in the form of a "sand- 
wich" man representing the book; — in other 
words, an animated book bearing the title 
"A Wise Son." 



Exhibitors DAILY REVIEW staff of 
reviewers are capable men who thor- 
oughly realize their responsibility. It 
is true that reviews are the opinion 
of one man, but it is also true that 
experience and training count for a 
great deal in reviewing. But at all 
times you can count upon our re- 
viewers not sidestepping, but review- 
ing with honest and absolute candor. 



THE SCARLET SAINT 

First National Photoplay. Adapted from 
"The Lady Who Ptayed Fidele," by 
Gerald Beaumont. Directed by George 
Archainbaud. Length, 6,880 feet. 

CAST AND SYNOPSIS 

Fidele Tridon Mary Astor 

Philip Collett Lloyd Hughes 

Baron Badeau Frank Morgan 

Mr. Tridon Jed Prouty 

Josef Jack Raymond 

Trainer George Neville 

Cynthia Frances Grant 

Butler J. W. Jenkins 

Betrothed as a child to Baron Badeau, Fidele 
Tridon finds herself in love with Philip Collett on 
the eve of her marriage. She p;ans to elope. The 
Baron tricks Philip into a fake duel. The Baron is 
wounded and Philip goes to jail. To free Philip, 
Fidele marries the Baron, but flees with Philip after 
the ceremony. The Baron is stricken with paralysis, 
and when Fidele hears of it, her conscience compels 
her to return and nurse him. A year later, Fidele 
learns he is feigning illness, and at the point of a 
gun forces him to select from two glasses of water, 
one of which contains poison. The Baron, seeing 
the game is up, offers her her freedom, and Fidele 
comes into her rightful love. 

By Michael L. Simmons 

average story, treated in an average 
way, and of no particular distinction 
at any point. Exception may be made of 
Mary Astor, who can be said to contribute 
whatever merit the film boasts of. It is 
never more than mildly entertaining. Now 
and then, a pretty interior, and scenes of 
New Orleans' Mardi Gras, furnish frag- 
ments of interest. Small town audiences 
may welcome it for its illusion of wealth 
and luxury. 

We have made an exception of Mary 
Astor. This beautiful and gifted girl 
stands out as the highlight of the whole 
picture. But her gifts, though having fre- 
quent opportunities to register, suffer from 
the lack of co-ordination in her supporting 
principal — Lloyd Hughes. Hughes, a very 
presentable chap, contributes very little be- 
sides good looks. He's handsome in a 
clean-cut masculine way. 

Now that I reflect on it, poor casting 
psychology seems to be the major fault. 
One can't help being won to the attractive 
personality and other admirable qualities 
of the villain. Alongside the villain, the 
hero cuts a rather meagre figure. Figure 
the effect of that on an audience that likes 
to see the better man win. 

Those little, but important, things called 
"touches," usually revealing the adept hand 
of the director, seem woefully lacking. 
These are what breathe "soul" into a pic- 
ture. And that is what "The Scarlet 
Saint" lacks. At moments it holds the 
interest; at other moments it even enter- 
tains. But at no time does it stir. Never 
does it catch the senses in a responsive rush 
of emotion. That leads to one conclusion. 
The picture is ordinary. 

There are definite elements that may 
recommend it to your own particular kind 
of audience. There is a horse-race, which 
lends a certain amount of excitement to one 
scene. You can use this sequence to exploit 
the film. Then, there is Mary Astor, whose 
beauty and generally alluring qualities will 
undoubtedly find admirers. For further 
exploitation, the antics of a parrot offer a 
tie-up opportunity with the owner of a bird 
store. 



November 21, 1925 



Page 29 



THE CLASH OF THE 
WOLVES 

Warner Brothers Photoplay. From the 
story by Charles Logue. Directed by 
Noel Smith. Length, 6,478 feet. 

CAST AND SYNOPSIS 

Lobo (Leader of the Wolves) Rin-Tin-Tin 

Mary Barstowe June Marlowe 

David Weston "Heinie" Conklin 

Sara Barstowe Will Walling 

Borax Horton Pat Hartigan 

lyobo, wolf-dog leader of a wolf pack, has a price 
on his head. One day, suffering from a thorn in his 
oaw, he is found by_ Dave, a borax prospector, and 
befriended. The animal returns, love and loyalty. 
Later Lobo saves Dave from attacks of a scheming 
villain, who has designs on Dave's claim. Once 
again the villain attacks the young prospector and 
leaves him for dead on the site of the claim. Lobo 
arrives, and Dave sends him with a message to town 
for help. In the meantime a posse is hunting Lobo, 
but he manages to escape them, and at the same 
time decoy them to Dave. There, they learn that 
Lobo is man's friend. 

By Michael L. Simmons 

J^IN-TIN-TIN is a magnificent animal. 

He brings to the role of leader of a 
wolf-pack, an intelligence, a beauty of mo- 
tion, an impressive cleverness that should 
find wide favor. He is a spectacle, in my 
opinion, well worth the price of admission, 
and I believe most others, when they see 
him, will feel the same way about it. 

There is a story woven into the fabric 
of "The Clash of the Wolves" ; one that 
involves certain episodes in the love of 
the youthful borax prospector for a girl, of 
his difficulty in winning her father's sanc- 
tion, of a villain who aims to get both the 
girl and the prospector's holdings, and so on. 

This story is of comparative unimpor- 
tance, though the boy is handsome, the girl 
pretty, and the villain beaten. It is all a 
thin device for furnishing the real hero, the 
wolf-dog, with an opportunity to display 
his bag of tricks. And these are various 
and admirable. It is obvious throughout; 
every time the human cast stacks up along- 
side the exploits of the animal players, the 
latter stand out far ahead in the ability to 
compel interest. 

A picture of a litter of baby wolves 
feeding at their mother's breasts, while her 
mate, regal in stature and alert in bearing, 
stands with a protective challenge at the 
mouth of the cave, is comparable to that 
which has come from the paint-brushes of 
the best in the painting line. 

Aside from situations of beauty, many 
of which, showing the admirable dog 
straining his neck from the topmost crags 
of the Sierra Nevadas and silhouetted 
against the spotless sky, are surpassingly 
beautiful, there are active moments of inter- 
est. The spectacle of a steer cornered by 
the wolf-pack, lashing out with hoof and 
horn in a desperate stand for life, is indeed 
breath-taking. 

Rin-Tin-Tin's dashes across desert sands, 
double-backing around cactus plants and 
sage-brush, his primitive instincts outwitting 
a hunting posse, make for action that in- 
terests and entertains. The dog furnishes 
interest every time he appears. It is only 
when he is off screen that the story flattens. 

You have many exploitation angles on 
this one. Dog shops, kennels, and the like 
should be willing co-operators. Then there 
is the borax angle with the grocer. 



LORD JIM 

Paramount Photoplay, directed and pro- 
duced by Victor Fleming from the orig- 
inal story by Joseph Conrad, adapted 
to the screen by John Russell. Length, 
6,702 feet. 

CAST AND SYNOPSIS 

Lord Jim Percey Marmont 

Jewel Shirley Mason 

Captain Brown Noah Beery 

Cornelius Raymond Hatton 

Stein Joseph Dowling 

Dain Waris George Maerill 

Sultan Nick de Ruiz 

Scoggins J. Gunnis Davis 

Yankee Joe Jules Cowles 

Tamb Itam Duke Kahananamoku 

A turn of the wheel of fate, and a man is branded 
a coward and dishonorably dismissed from seaman- 
ship duty. Years pass, and ever the accusing finger 
of shame pursues the unfortunate. Until at last, 
far out on a native island, where he may start his 
life anew, the man resurrects his soul, 'and we see 
him as Lord Jim — friend and advisor of the heathen 
natives. But because of the hardships he has under- 
gone in his trials for recreation, he is tolerant with 
some miscreants who have no thought but to do 
injury. They betray his friendship and kill the 
son of the rajah of the island. Lord Jim. true to 
his word, gives his own life in penalty — that being 
the law of the land. 

By Hank Linet 

interesting picture that will certainly 
be appreciated by readers of Joseph 
Conrad, for the screen adaptation contains 
much of the genius of the writer. And 
true, too, it contains some genuine acting 
for a goodly portion of the 6,700 odd feet. 
Only toward the end does it start to weaken. 
Whether or not it was "saved by the bell" 
is a matter of personal opinion. At any 
rate, knockout or no, it remained fair en- 
tertainment, 

The one difficulty, paradoxical as it mav 
seem, was in the sterling manner in which 
Percy Marmont, as Lord Jim. portrayed 
the ragged and brow beaten unfortunate of 
the first half of the story. So realistic was 
he as the weakling that his last minute dis- 
play of almost godly courage did not quite 
register with the reviewer. It smacked too 
much of movie quackery. 

But as a full hour of entertainment, 
"Lord Jim" is a jewel. Taking the pic- 
ture in its entirety, it was fast moving and 
rhythmic. 

The cast was very good, with the one 
slip-up mentioned above. Although it 
might be added in the case of Raymond 
Hatton, he too lacked just a bit the full 
measure of genuineness when he made light- 
ning rapid changes from a bully to a cow- 
ering savant. The coloring was there, but 
the delicate shading was missing. 

I guess the whole difficulty lay in the 
fact that the picture had the makings of a 
better than usual production, and perhaps 
too much was expected of it. It does se^rn 
that the only real criticism of it ran be 
summed up in the few words: it could have 
been a bit better. But it still remains, 
nevertheless, a very pleasant memory. 

As for "selling the picture," exhibitors 
will find no difficulty at all in getting plenty 
of cooperation from libraries, reading clubs, 
etc. Announcement ads would reach their 
greatest efficiency in the magazine section 
of the local newspapers, playing up the au- 
thor's name above all else. 



ALL AROUND FRYING 
PAN 

F. B. O. Photoplay. Story by Frank R. 
Pierce. Directed by David Kirl(land. 
Length, 5,519 feet. 

CAST AND SYNOPSIS 

Bart Andrews Fred Thomson 

Sheriff Jim Marcus 

"All Around" Austin Wm. Courtwright 

Jim Dawson John Lince 

Jean Dawson Clara Horton 

Mike Selby Monte Collins 

Foreman Slade Elmo Lincoln 

Ruddy Logan Newton Barber 

Bart Andrews, vagrant cowboy, is arrested by 
the sheriff, chiefly because men are needed in the 
road gang. At a rodeo, to which the sheriff takes 
him handcuffed, a horse defies the attempts of many 
to ride him. Bart begs for the chance, and the 
sheriff consents. He succeeds and wins the favor 
of the cowboys, who persuade the sheriff to let him 
work on the Lawrence ranch. Bart learns of shady 
work going on by the foreman, and is instrumental 
in preventing the theft of a trainload of cattle. Later 
he surprises the foreman in the act of rifling a safe 
in the general store. A terrific battle ensues, at 
the end of which he finally brings the foreman to 
justice. Soon after, Bart reveals himself as the 
missing son of the rightful owner of the ranch. He 
marries the faithful caretaker's daughter. 

By Michael L. Simmons 

T^HIS picture is not, as the title may im- 
ply, a kitchen comedy. "Frying Pan" 
is the name of a town, and "AJl-Around" 
has reference to the many hectic things that 
happen from the time Fred Thomson starts 
kicking up the dust of this prairie village. 
What results is a brand of stunts familiar 
to the followers of Fred Thomson; enter- 
taining in the way good red-blooded West- 
erns are entertaining, and plenty of excite- 
ment to salt the action. 

The guiding principle of interesting 
Westerns is — action. Well, the picture has 
it in abundance. Not the kind to distin- 
guish the film as a Western among West- 
erns, but sufficient to hold the interest and 
give the customers their money's worth. 

Figure it out for yourself: A near 
lynching, cattle rustling, a rodeo scene, and 
a battle, that is, Oh my! a battle. It starts 
on the ground floor of a general store, then 
works its way up a flight of stairs, descends 
way down into the basement, until shelves, 
stock, notions and sundry are heaped in one 
wild mess, like ruins following an earth- 
quake. 

Of course, you can't speak of a Fred 
Thomson picture without due credit to his 
wonderful four-footed pal, Silver King. In 
ancient days this horse would undoubtedly 
have graced the harness of a royal entour- 
age. Now, with the march of civilization, 
he is used to better advantage. 

Touches of humor, of a mild sort, are 
contributed now and then by the antics of a 
sheriff, whose bright new nickle-plated pair 
of handcuffs are never brought into play 
but that the prisoner manages to walk off 
with them, his liberty included. 

For exploitation — if your house caters to 
the "Western" taste, run a trailer showing 
Fred Thomson breaking in his "bronch" ; 
another flash of the terrific battle, and out- 
s'de place a cut-out of the regal Silver King, 
full of the restless dash and intelligence 
that has won him many admirers. 



Page 30 



Exhibitors Trade Review 



adventure. 

female sleuth, is assigned to the task of recovering some stolen 
jewels from an Algerian potentate. If that isn't enough of a 
frame around which to wind a series of the most exciting 
episodes imaginable, then what does excitement mean? 




There are desert scenes, 
scenes in the home of 
Abdullah, fights on board 
ship, and what not. All 
thrown together, in a very 
regular order to get the 
maximum gasps from the 
audience. 



Peggy of the Secret Service" 

The first of the detective yarns released 
by Davis. Dist. Division 



November 21, 1925 



Page 31 




XPLOITATI 

A Section of Ideas for 
Big- and Little Exhibitors 




SELLING THE PICTURE 

By HANK LINET 

With the National Laff Month in 
the offing, the committee in charge 
have gotten their idea getters together 
with the result that a lot of familiar 
slogans were adapted' — -with some 
changes and reservations — to meet the 
new needs. 

Here are a few in their new form : 

"I walk a mile for a guffaw." 

"A laugh a day will keep worries 
away." 

"What a whale of a difference a 
few laughs will make." 

"Say it with laughter." 

"9.44 per cent pure laughs." 

"Have you had your laugh today?" 

Exhibitors are urged to get a local 
contest on such slogans working in 
their own immediate neighborhoods. 
It is one way of starting the ball 
arolling all over the country and as- 
suring the industry that when the 
month is over, the laughter will be 
well warranted by increases in the 
box-office receipts. 

(From Exhibitors DAILY REVIEW) 



Window Demonstration 
On "Slave of Fashion" 

The idea of exploiting a picture by 
having an attractive young woman dem- 
onstrate cosmetics in a window has 
proved its worth again in Zanesville, O., 
where C. C. Deardourff, Metro-Gold- 
wyn exploiteer, used it recently in con- 
nection with a showing of "A Slave of 
Fashion," starring Norma Shearer, at 
the Liberty. 

In this case a colored maid in attend- 
ance upon the young lady demonstrating 
the cosmetics paused at brief intervals 
to hold up a card reading "Norma 
Shearer, photoplay star of 'A Slave of 
Fashion' at the Liberty Theatre, uses 
and praises the exquisite quality of 
Mello Glo toilet requisites." Large 
crowds gathered about the display at 
every demonstration. 

Cards were carried by street cars, and 
the store demonstrating the cosmetics 
carried special display ads in the local 
papers tying up various items with the 
showing. Three special write-ups on 
the cosmetics demonstration achieved 
space in the dailies, and heralds were 
distributed plentifully. In addition a 
trailer was brought into play at 
theatre. 



The new idea in posters seems to be 
to allow the illustration to do the 
talking. "Billboards," as such, are 
passe. As for example, this poster 
on M-G-M's "Midshipman." 




1 



Exploiteers Exploit 
Exploitation 

SO ELABORATE have been some of the reproductions of old-fashioned loco- 
motives constructed to ballyhoo first runs of "The Iron Horse," that m many 
sections of the states and Canada, these engines are being loaned out on a 
rental basis for subsequent engagements. 

The Canadian "Iron Horse" ballyhoo 
which was constructed as an exact rep- 
lica of "The Lucy Dalton," is perhaps 
the most faithfully reproduced in the 
vast army of exploitation engines. The 
engine which is a huge affair, mounted 
on a large auto truck, with old time 
diamond smoke-stack, is so constructed 
that when operating, its funnel belches 
black smoke, its headlight is electrically 
lighted, and its bell rings automatically. 
The appearance of this engine on Cana- 
dian streets, has always provided a 
thrill for pedestrians, particularly when 
the big "choo choo" does its proselyting 
on narrow thoroughfares. 

Exhibitors throughout Canada who 
have not as yet played the Fox picture 
are being circularized by the Canadian 
exploitation force, with illustrated data 
on the device, and a special booking de- 
partment has been installed in Canadian 
exchanges to supervise "Lucy's" dates. 



Napkins Ballyhoo For 

"Charley's Aunt" 

Something decidedly new yet sim- 
ple, inexpensive and remarkably ef- 
fective in the way of exploitation was 
put over last week, by the Isis Thea- 
tre in Topeka, Kansas, for their show- 
ing of the Al. Christie success, 
"Charley's Aunt." 

In a special arrangement with all 
of the big popular downtown res- 
taurants, the theatre management 
furnished their week's supply of crepe 
paper napkins in the center of which 
was a regular advertisement for 
"Charley's Aunt" printed in blue ink, 
in newspaper style. 

This big idea may be duplicated 
anywhere as the restaurant managers 
will be glad to get a supply of nap- 
kins free of charge. 



CREAMER'S "28" 

Creamer's 28 ways in which he put 
over "The Ten Commandments" 
reached us too late for publication. 
But it is good enough to call every 
one's attention to its appearance next 
week. Watch for it. 



Page 32 



Exhibitors Trade Review 



m f 




Sharing the marquee 
display with the feature 
picture is one way of 
getting over the mes- 
sage to the public that 
the short is an integral 
part of the regular 
program in a motion 
picture theatre. Lloyd 
Hamilton is the fea- 
tured short player, in 
an Educational comedy. 



Akron Takes Advantage 
of Political Campaign 

FILM exploitation recently suffered a temporary setback — but only temporarily 
- — out in Akron, Ohio, where the management of the Goodyear Theatre, to- 
gether with a Fox exploitation agent, found themselves seemingly up against 
a stone wall in getting any local interest fused on their campaign. 

The reason for the Akronites being so greatly pre-occupied as to nullify their 
interest in things theatrical lay in the fact that the city was just then in the throes 
of as hot a three-cornered poli- «^ 



tical fight as Akron ever witnessed. 
However, the engagement at stake was 
the Fox "Iron Horse," and something 
had to be done. It was. 

AKRON woke up and rubbed its eyes 
collectively a few mornings later 
when the front page of the Arkon 
Times-Press apprised them under a 
four column head that Mayor D. C. 
Rybalt, Ross F. Walker and Kyle Ross, 
the three candidates for the Mayoralty, 
had come together on the first matter 
that claimed their unified support since 
the campaign started. 

The matter that brought the three 
warring candidates together, and bound 
them up in a committee, was a prize 
contest arranged to stimulate knowledge 
in Akron history — and incidentally in 
the forthcoming engagement of "The 
Iron Horse." As proof that all party 
lines were swept aside, the announce- 
ment carried statements from all three 
gentlemen commending "The Iron 
Horse" History Contest. The contest 
consisted simply in publishing daily for 
ten days the photograph of some scene 
or landmark in Akron's history, and of- 
fering a prize for the best fifteen word 
title describing the scene. The judging 
of the titles was left to the three can- 
didates. Three winners were selected 
daily and given surprise awards ten- 
dered by Akron business houses. Tick- 
ets to "The Iron Horse" were also 
presented to the winners. 

WHICH one of the candidates won 
the race for the Mayoralty does 
not matter. The only thing that really 
counts is — that "The Iron Horse" by 
reason of its unique contest rode into 
its engagement at the Goodyear, with 
a decided majority in its favor. 



JUST AN INCH ON THIS PAGE 
— AND IT GETS YOUR ATTEN- 
TION. HOW ABOUT YOUR 
OWN ONE INCH SPACE IN 
NEWSPAPER ADS? 



"The Gold Rush" 
Plays Day and Date 

Showing Charlie Chaplin's "The 
Gold Rush" day and date at Loew's 
Colonial, Reading, Pa., and Loew's 
Regent, Harrisburg, made it possible 
to put on an effective though similar 
campaign in each city. 

Larry Jacobs, Loew's Colonial, 
started his campaign a week before the 
opening with a uniquely worded mes- 
sage to all city officials, from the Mayor 
down, calling their attention to value 
of picture entertainment, and to "The 
Gold Rush" as a live wire tonic for 
happiness. Brunswick record shops 
carrying the Chaplin records gave big 
window displays, as did the Postal 
Telegraph branches displaying half 
sheets of congratulatory messages to 
Chaplin from Hollywood stars. 

A well groomed man, wearing Tux- 
edo clothes, went into the better class 
stores of all kinds and distributed the 
Chaplin "Gold Rush" coin. This man 
also carried invitations to city officials 
and prominent citizens. He did not 
carry any sign. 

A similar campaign was put on in 
Harrisburg by Sidney Gates of Loew's 
Regent. 



The attractive 6-sheet that is pulling in business on Astor's production, "A Lover's 
Oath." It lends itself in fine style for a shadow box, silhouetting the two central 
figures, and letting a light shine through the moon. 




November 21, 1925 



Page 33 



How a New Theatre and "Hell's Highroad" Were 
Put Over For a B. 0. Smash in Denver 

TTAL HORNE is the boy who got up this line of ads for one of 
the greatest little smash campaigns that was ever called to our 
attention here. He had a new theatre to work for, and P. D. C. C.'s 
great picture to work with — and he did put them both over, with a 
capital "O." Study the ads. They suggest some real ideas. 





Tomorrow 



NKHTafft 



c !SmorrotO/ ' Xtidatf! When 
tht cJock strides ei^ttK 

Dm' Tia onli h'i diliajl CaDta* wn 
k> Utrtof tninpaUl lu flushf Uffcljl lu 
■Unki valrrte* will i - -'!-'-] rwl VOCJI 
YOUl Ojhi «<i -S^a b .Kb tl»<Wa- 



OUTSIDE .j 'WELL u liu-WtJt. iWlol TW 
Ubf.Wutaal Th. iihiu didid^r Sordlr 

S°wW* <DM11h 't7 'i tl r "--:- iMllf «•(!• 
uqm ifmvrlnf frtoi Ifaa ik/ — 1* Uk4 a*FPT 
BCtJOLDI 

CECIL 6. DC MILLE'S flm Uj r ™n> 
^•nU (hoJuo-w. -HELL'S HIGH-HOW 1 * 
.Urrtof LEATBICE JOY I ALL EH WHITE'S 
COLLEGIANS, t*. ( b*4»f. <U«ln«. mUtutg 
■»UJv>u -.11 in .-it «lA ib.tr 

rt.iici THE ORANGE GROVE TRIO. 1r~k 



iRtWiE/a'"*. 



Uf^a. 

HAROLD LOR I HG 

T\alG»|«i> STATE PRESENT At ION 



theati^e 

Willi Willi 




Th<<y cheered ! They cheered I The brilliant audience that 
filled the house last night! Acclaiming the beauty of -the 
theater! The charm of the settings! The sweep of the 
program! The glory! The grandeur of it all! Heigh! 
Heigh! Denver! The show', on I YOUR show! THE 
bright spot in town! Salute t 

CECIL B.DeMILLE'S 

First FeMosaHyBuperrised Production, Directed by Euperf Julian 



HELLS HIGH RAW 

LEATRICE JOY 



WITH 



Released by THE PRODUCERS' DISTRIBUTING CORPORATION 



ALLEN WHITES 
+ COLLEGIANS* 

ORANGE GROVE TRIO 

RKESE. MAGGINETTI * WILLIAMS 
HtROLI) CHRISTIE GALA PROLOGUE! 
LORI.NO COMEDY NOVELTIES GALORE! 




A triumph of dramatis 
sensations, abounding in 
fast un abating actionl 
Lavish settings ! Gorgeous 
gowns! Moonlit gardens I 
Love! Here IS romance I 



CONTINUOUS! 10 AM to 11 P.M. 1 5™* 40c 



III 




m 



mm. W mill Hail! the hrffiant opening of Den 
*^7rM\& s wwest- theatre beautii 

^ffi^w^rtJSSSftlfS^ifiF -bill's.- srJ^triis a&qL&SS 

Y^M^fM A CECIL B.DeNIUEt lEKf mc^ 






HELLS HIGHRf 



l.\~/tSLE*3SO or rMDVCt*? OlSTHIIIt'TIXe fO*MW4I 



S. A L L E N I THE ORANGE I CHRISTIE'S I I- 
\ WHITE'S GROVE TRIO | RIOT OF FUN | 
COLLEGIANS | -"■ 



We're Ready! Denver! Ready 
for the Big Opening Tonight 

MAK£ AWAYt Make away! For Curti* Street! Tonight! The 
blazing light* Bind the bus ring trumpets are calling— CALL- 
ING— YOU! Every man, woman and child in Denver! To iwing 
In with the Caravan of Joy— moving on toward THE bright spot of 
the city— on toward the Foyer of Gold— TONIGHT! To share in 
the glory of the mod brilliant event in the annal* of local theater- 
dorri— the dazzling society opening of Denver'* newest theater — 
THE STATE! What a night it will be! INSIDE! OUTSIDE! The 
hailofconfettil Shower* of balloon*! Multi-tight* of a million hue*! 
Souvenir* by the thousand showered from the iky! Band* playingt 
Everybody laying: "Heigh! Heigh! For the STATE TONIGHT!" 
The magic of DE MILLE! The artutry of RUPERT /UUAN! The 
charm of LEATRICE JOY! The dramatk grandeur of "HELL'S 
HIGHROAD!" The tint dialing rhythm of ALLEN WHITE! The 
•wing of hi* COLLEGIANS! The melodk *ong of the ORANGE 
GROVE TRIO! The ribaldry and comedy of the CHRISTIE STU- 
DIOS! The (weeping harmony of HAROLD LORINCl, The deco- 
rative genius of EDWIN FLAGG! The*el THESE! Moulded into 
one big gala *how by HAL HORNE1 For you I Ayel For you to 
behold and remecnber— forever I On, Denver! Oq to Curtis Street 1 
The Magii of Joy are calling. Hail I 

9 No Advance In Prices! 
estwal Opening 

STATE/ 

JURE* 



!*■*■ «!» NEW^lV OUTSIDE 
Ji" 1 «"ir ,l„i f" »3- <Wt. 



m si 




-CWIBT PLASTEft." «J 



.-:.it 



What A Surprise Awaits You! 




Page 34 



Exhibitors Trade Review 



Oh? Freshie! 

THE marvellous reception and suc- 
cess that Harold Lloyd gets in his 
"The Freshman" picture that was 
released through the Pathe Exchanges, 
is in many instances enough publicity 
to let the picture ride along where 
ever it is played. 

But at the same time, those who 
wish to cash in heavy while the cash- 
ing is good, would be wise to note that 
among other things, "The Freshman" 
has one of the best press books that 
was ever put out for a picture, and 
added to that, it has a great series of 
national tie-ups which were published 
in a recent issue of Exhibitors Trade 
Review. 

To the right is one of the many 
ways of handling the theatre front on 
this picture. Submitted by the Royal 
Theatre, Kansas City. 




Shadow Box Cut Out Turns "Black Cyclone" Makes 
The Trick On "Live Wire" Rex Good Pub Agent 



WHEN the Royal Theatre, Laredo, 
Texas, had Johnny Hines on the 
program for two days last week, the 
management of that theatre decided to 
get the picture over big and with orig- 
inal exploitation. For ten days before 
the showing of Hines in "The Live 
Wire," his First National picture, slides 
and trailers, in addition to special an- 
nouncements were run on the screen of 
both the Royal and the Strand theatres, 
both of which are under the same man- 
agement, while the lobby of the closed 
Rialto Theatre was also pressed into 
service to let people know that Hines 
was at the Royal. Numerous stands, 
frames and painted signs were used in 
the Rialto lobby. Lithographs of vari- 
ous sizes were also used around the 
three theatres and on the billboards of 
Laredo. 

But the big exploitation stunt was 
arranged at the Royal on the opening 
date of the picture with a painted sign, 
plus a cut out, installed in the main 
double-door central entrance of the the- 
atre beneath the large electric sign with 
its running and flickering lights— the 
lights being made to flicker for this oc- 
casion on account of the picture — "The 
Live Wire." The sign was painted on 
a large piece of beaverboard 4x6 feet. 
A fine likeness of Hines was cut out of 
a three-sheet lithograph and pasted on 
the beaverboard. Then it was touched 
up with a "live wire" effect. Even the 
eyes of Johnny were shown flashing 
electricity. In fact, he was surcharged 
with electricity, for his eyes were 
"gouged out" and a piece of red tissue 
paper was pasted over the back of the 
beaverboard in place of the eyes. Be- 
hind this piece of red tissue was a 




Reproduction of the big shadow box used 
with great effectiveness at the Royal The- 
atr, Laredo. Texas, when it played First 
National's Johnny Hines success, "The 
Live Wire." 



flashing light for each eye, and this 
added to the "live wire" effect of the 
stunt as a whole. 

The hand-painted sign was appro- 
priately worded with "Johnny Hines in 
The Live Wire" — all in large letters 
that could be read from quite a distance 
away. On the bottom of the sign was 
an electrical line with proper posts and 
cross arms, etc. 

The exploitation stunt, with its flash- 
ing effect, attracted the attention of all 
passersby and many stopped and com- 
mented on the arrangement 



"Black Cyclone," the Pathe feature 
with Hal Roach's equine star, Rex, has 
any number of exploitation possibilities 
as has been manifest by the many 
photographic exhibits sent by exhibitors 
to the Pathe Home Office. Some the- 
atres have awarded ponies in contests 
others have staged sketching contests 
with Rex as the subject. From a spec- 
tacular angle the parade of society rid- 
ers arranged by the Sun Theatre in 
Omaha, Nebraska, tops the stunts used 
to attract attention to the showings of 
"Black Cyclone." 

The Sun Theatre's parade of horse- 
back riders was a small-sized circus 
procession in effect. Mayor Dahlman 
and a police escort headed the line and 
they were followed by horseback riders 
from three academies, including many 
society folk of the city. Of course, the 
parade of fine specimens of horseflesh- 
attracted the attention and brought on- 
lookers into a good frame of mind tO' 
appreciate the "Black Cyclone" float 
which drew up in the rear. Large cut- 
outs of the Pathe posters on the horse- 
feature were the dominant note on the 
float. 

Needless to say the parade stunt 
drew newspapers news space in addi- 
tion to the word-of-mouth comment it 
started in all parts of the city and the 
Sun Theatre cashed-in most advan- 
tageously. 

This stunt may be worked by other 
exhibitors with the cooperation of locaf 
riding academies and should prove 
equally effective as in Omaha. 

"Black Cyclone" is based upon art 
original story by Hal Roach, the pro- 
ducer, and Fred Wood Jackman di- 
rected this unusual feature. 



How to dig up more 
treasure than Captain Kidd 




Special Exploitation Supplement 
In Next Week's Trade Review 



Page 36 



Exhibitors Trade Review 



"Lightnin" Strikes Vancouver 



LIBERTY THEATRE RAILROAD 


JOY LINE 




Form C 7 reels 


1925 




GOOD FOR ONE ( 1 ) PASSAGE 


Aug. 


A1 


PORTLAND 

TO 

NEW YORK 

with stop-over privileges,** taxi 
fares, cover charges and all in- 
cidentals nerfciinins to 


Sept. 


Oct. 




Nov. 




Poo. 


NIGHT LIFE OF NEW YORK 



LIBERTY THEATRE 



PORTLAND 

TO 

GRAND CENTRAL STATION 



LIBERTY THEATRE 



GOOD FOR SUITE ROOM AND BATH 

HOTEL JENSEN 

(Does not include flirtation privileges with 
hotel telephone operators) 



LIBERTY THEATRE 



ADMIT TWO (2) TO GOOD TABLE 
NOBLE CLUB 

if they can get in 



LIBERTY THEATRE 



GOOD FOR A LOOK-IN at the following- 
Night Clubs 
CIRO'S ROSELAND 
MIRADOR TROCADERO 
LIDO PLAZA HOTEL 

RICHMAN CRILLON 



LIBERTY THEATRE 



THIS STUB with $190.00 will purchase oh 
TAXI CAB 

and a BARREL of EXCITEMENT to follow 



LIBERTY THEATRE 



Present THIS CHECK to Captain ol 

PORTLAND POLICE STATION 

PRECINCT 31 

and see what it gets you I 



LIBERTY THEATRE 



For a coinr lete idea of the thrilliugest, fastest, 
most amazing and most entertaining view of 
the REAL 

NIGHT LIFE OF NEW YORK 

SEE THE PICTURE HERE STARTING 
SATURDAY AUGUST I 
-Allan Dwan's Great Jazz Epic of the Great 
White Way with Rod La Rocqne, Dorothy 
Gish, Ernest Torrence, and George Haekthorn. 
Bv Edgar Selwyn. Screen play by Paul Seiko- 
fitlll. 

A PARAMOUNT PICTUflE 



Effective Throwaway 

rpHIS long strip above is nothing 
other than an unusual throwaway 
that worked wonders in the advertising 
of the run of Paramount's "Night Life 
in New York" at the Liberty Theatre, 
Portland, Ore. Paul Noble, manager 
of that house is the person who orig- 
inated the novelty. And he says it is 
only one of the many that he employed 
to make this picture one of the best 
sellers of the year. 



Orthodox Ideas of Long Stand- 
ing Shattered When "Light- 
nin" Exploiteer 
Hits Town 

T IGHTNIN' " struck Vancouver, 
British Columbia, last week and 
when the casualties were recapitulated, 
it was found that some very firmly es- 
tablished Vancouver customs had suf- 
fered a terrific jarring from their fas- 
tenings. For one thing, it has been 
considered as much as an exploitation 
man's life was worth, to dare suggest 
to a Vancouver newspaperman that he 
get together with a theatre on a coop- 
erative page of advertising. It just 
simply isn't being done by your best 
Vancouver newspapermen, you know. 

However, exploitation men are train- 
ed to venture where angels fear to 
tread, so the Vancouver Sun was made * 
to forget its conservatism long enough 
to let the principal Vancouver mer- 
chants get together on a friendly page, 
with every merchant's ad bearing the 
word "Lightnin' " in heavy caps. 

Theatrical contests are another com- 
modity that are anathema to the es- 
teemed Sun. However, as they fell for 
the cooperative page, and as one good 
turn, etc., pronto — and it was done. 
Accordingly a page of the Sun blos- 
somed forth for several days thereafter, 
with a collection of the most egregious 
and outlandish lies that ever issued 
from the lip of man. It was the 
"Lightnin' " Liar's Contest, and it 
proved almost as big an exploitational 
bomb-shell for the picture as did the 
cooperative page. Moreover, A. H. 
Gates, the Circulation Manager of the 
Sun, paid this unique contest the tribute 
of — as he expressed it — "being an ex- 
cellent circulation builder." 

Other unorthodox stunts perpetrated 
in Vancouver were an elaborate window 
tie-up staged in the display windows of 
the Vancouver Hotel. Also a Corona 
Typewriter tie-up at their sales shop, 
in which the "Lightnin' " qualities of 
Coronas were so forcibly visualized 
that Mr. Les Dawson, the manager, 
claimed he sold a machine five minutes 
after the display was put in. Mr. Daw- 
son quite naturally referred to this in- 
stance of quick merchandising as a sale 
that was made by "Lightnin'." The 
Canadian Pacific Telegraph Company 
also worked like "Lightnin' " multi- 
graphing 15,000 of their telegraph 
blanks, and had them delivered by mes- 
senger boys to a select list, in the same 
fashion. 



Topnotch Feature* on Thi» Remarkable Bil 
TKi* It the Place to Come Today! 



CHARLESTON DANCERS 

Watch them go! Like drum sticks on a drum. Whoop la! Grace 
and rhythm! Dixie's dashing, prancing exercise done right! 



DOUGLAS MACLEAN 

A3aHHBKre\ george M.Cohan's 

'/ZJ UlfBI •Lift bit 

CJER Doug MtcLem, 
J Ihe Lcv.hlc Lock- 




J Keys In Baidpri 



If you «*• The Iron Hone." you'll (cream at 




WINELAND, DWto 



Half page (4 col.) ad appearing in the 
Seattle Times, showing prominence of 
space for Educational's "The Iron Mule." 

Fifty - Fifty On The 
Newspaper Ad 

A WEEK or so ago the Coliseum 
Theatre, Seattle, Washington, had 
a corking good program. It would 
have sold without much advertising, no 
doubt. But it probably would not have 
sold as big as it did after the manage- 
ment decided to pull off an unusual ad. 

Paramount's "Seven Keys to Bald- 
pate" was the feature. That shared 10 
inches, four columns in the Seattle 
Times with the music and divertise- 
ments. The lower 10 inches were given 
over exclusively to a two reel Educa- 
tional comedy, "The Iron Mule". 

Did the advertisement pull. I'll say 
it did, and so will the house manager. 
Just because the management thought 
enough of the short to advertise it the 
way he did, the audience expected 
something good, 



November 21. 1925 



Page 



37 




The *Bi<j Little Feature 




"The Silvery Art" 

Red Seal 1 reel 

This deals with the sport of skiing, giving 
some valuable pointers in the mastery of the 
art. Regardless of the fact that compara- 
tively few people in this country indulge in 
this fine sport, and will therefore not actually 
benefit by the demonstrations given by an 
expert ski-er, they are none the less inter- 
esting. In the more difficult stunts, there is 
a display of remarkable poise and balance. 
All this has for its background the country 
entirely covered with the whitest snow, mak- 
ing for infinitely beautiful scenery. 

* * * 

"Laughing Ladies" 

Pathe 2 reels 

Littlefield is a dentist who administers gas to his 
patients in generous quantities. Miss Grant arrives 
with an aching molar and receives so much gas that 
she is overcome with laughter. Rushing from the 
office she trips giggling down the street and boards 
a bus. She flirts with Brooke, who is a married 
man in company with his wife. 

"Laughing Ladies" will certainly make 
them laugh — ladies or no ladies. This is a 
screamingly funny comedy with Katherine 
Grant in the lead. She gives a really clever 
interpretation of a person under the influence 
of laughing gas. She has that abnormally 
glaring expression in her eyes remarkably 
befitting her condition. As she wanders 
down the streets, utterly oblivious of all that 
is going on about her, slapping and pushing 
the pedestrians as she is inclined, giggling all 
the while, she provokes laugh after laugh. 
Then when she ascends a bus and sees a 
man she likes, without regard for his wife's 
presence, she entwines her arms around his 
neck and her happiness is complete. Kather- 
ine's smile is entrancing, and her dimples 
were never put to better advantage. Lucien 
Littlefield, Tyler Brooke and Gertrude Astor 
are the other featured players and each con- 
tributes toward one of the best two-reelers 
seen this year. 

* * * 

"A Day's Outing" 

Pathe 1 reel 

This edition of 'Aesop's Film Fables" 
runs more or less true to form, with plenty 
of action and laughs. A picnic has been 
planned for the day and there is much ex- 
citement getting to the grounds, but the fun 
begins when they go in for all the thrills 
offered by the loop the loop, etc. The cats 
certainly have a good time, but then so do 
the onlookers. 

* * * 

"The Camel's Hump" 

F. B. O. J r eel 

In _ this Unnatural History subject, the Artist 
promises to take his nephew to the Zoo. A severe 
cold almost prevents him from keeping his promise 
but the insistent persuasion of the young nephew 
finally lands them both at the Zoo. The camel 
attracts the nephew's attention and he insists on 
learning why the camel has a hump. The story of 
"The Camel's Hump" told in cartoon suffices to en- 
lighten the youngster and his birthday ends happily 
for all. 

The infusion of animated cartoonics into 
a plot acted by live actors, in a regular 
studio setting, is in itself a novelty that is 
bound to furnish diversion for the onlookers. 
It appears to me that the type of comedy 
entertainer is particularly adapted for the 
entertainment of children. There are a va- 
riety of gags quite calculated to tickle the 
funny bone of a kiddie, and the fact that a 
youngster plays an important role in the 
asking of the questions, the answers to which 
give the artist the opportunities for his en- 
tertainment, makes stronger the argument 
that the film will appeal to children. 



REVIEWED IN THIS ISSUE 

The Silvery Art Red Seal 

Laughing Ladies . . Pathe 

A Day's Outing Pathe 

The Camel's Hump F. B. O. 

The Scandal Hunters .... Universal 

Faint Heart Universal 

Howe's Hodge Podge . .Educational 

The River Nile Fox 

Control Yourself Fox 

Slow Down Educational 

See It in Color Reelcolor 

International Newsreel 

Kinograms 

Fox Continuity 



"The Scandal Hunters" 

Universal 2 reels 

The editor of the paper is very anxious to get a 
story from the mayor. However, all the reporters 
dodge the assignment, knowing of the mayor's repu- 
tation for manhandling. Al is only a printer's devil, 
but having no alternative, the boss assigns the inter- 
view to him. Through the mayor's daughter, Al 
gains entree to the house. He learns of the mayor's 
desire _ to become an expert equestrian, and poses 
as a riding master. The mayor finally becomes con- 
fidential with Al. However, after the former has 
gone, the other reporters pounce on Al, taking every- 
thing, including his clothes. 

A fair comedy with plenty of action and 
not a little slapstick. 

Al Alt finds it tough sledding filling the 
gaps in the story, and one is rather inclined 
to shout "Bravo, Al," when he is successful 
in getting a laugh. One feels he's working 
against great odds. 

The title is good, and could be capitalized 
in an exploitation way. 

* * * 



"Faint Heart" 



Universal 



1 reel 



Charles is a very shy boy in love. The girl has 
been waiting for five years to say yes. A friend 
and she conspire to make him pop the question. 
They give him a book which describes the methods 
of love-making in the primitive days and the plot is 
successful. He takes the girl to the magistrate, 
where they are declared "male and female.". 

If your program needs pepping up, "The 
Cave Man" will do it. Charles Puffy in him- 
self is a treat. He has the faculty of adapt- 
ing himself to the part. He goes from a 
perfect fat shy boy to a wild cave man 
with superb naturalness. He is equally 
funny in both roles. 

While reading the tale of the primitive 
days, the characters become animated, and 
you see Puffy in the guise of a cave man, 
his much abbreviated costume exaggerating 
his rotundity. 



What Others Think 

10. 

BRUCE FOWLER 

Managing Director Newman and Royal Theatres 

"There is no question in my mind 
but that Red Seal subjects are the 
finest short subjects on the market. 
It is a pleasure to have the privilege 
of showing them in Kansas City." 




<"><" J''&:'^'\, N. Y. C. 

Edwin Miles Fadman, Pres. 



"The River Nile" 



Fox 



1 reel 



This is an interesting little scenic which 
takes us up and down and around the River 
Nile. The placidity of its waters is a bal- 
sam to the tired mind. And the crudities 
of the methods of the Egyptians makes our 
advancement the more prominent by com- 
parison. No matter how little the individual 
has contributed, he is nevertheless filled with 
a sense of satisfaction when he realizes the 
fields in his country are being tilled scientifi- 
cally rather than the way the Egyptians do. 
The presentation is conducive to a sense of 
well-being. Your best bet is a tie-up with 
the schools. 



'Control Yourself" 



Fox 



2 reels 



Simon Legree is in love with a girl whose father 
regards him as a sap and unworthy of his daugh- 
ter's hand. Father has been having a dam built and 
the trio set out to look it over. It appears O. K. 
and the deal is consummated when father makes the 
final payment of $50,000. Al discovers the dam's 
a fake, and endeavors to restore the check, which he 
finally does after a good deal of wild chasing over 
the dam which is steadily crumbling. This act of 
heroism makes him an eligible son-in-law. 

"Control Yourself" is an unusually fine 
two-reeler, fine, in that it abounds in that 
rare element — comedy. Sid Smith has here 
an excellent opportunity to display his tal- 
ents to advantage, and unquestionably makes 
the most of it. 

A highlight in the comedy is the scene 
where Simon gets all dolled up in his riding 
togs and orders his valet to have his horse 
saddled. The latter thereupon pulls a cur- 
tain aside and lo and behold, here is a real 
mechanical horse which he mounts and rides 
— or pretends to. 

Here is a chance to capitalize the publicity 
given the mechanical horse used by Calvin 
Coolidge. Exploit the fact that one identi- 
cal to Pres. Coolidge's is shown in "Con- 
trol Yourself." Perhaps you can have a man 
dressed in a riding habit seated on a hobby 
horse in your lobby. This would undoubt- 
edly attract much attention. 



'Slow Down" 



Educational 



1 reel 



This is an entirely diverting little comedy 
with Cliff Bowes and Helen Marlowe. Cliff 
is mistaken for a police lieutenant and is 
called upon to help Helen who has received 
an envelope warning her not to go home. 
Cliff accompanies her home and they sit up 
all night in anticipation of a misadventure. 
Then, of course, complications arise when 
Cliff mistakes Helen's father for an intrud- 
er and vice versa. In quick succession they 
lock each other up in different rooms, and 
each telephones for the police. There is 
much confusion when the police arrive and 
each_ accuses the other. The misunderstand- 
ing is cleared up and Helen presents the en- 
velope of warning to the police. This turns 
out to be nothing more than an advertise- 
ment. 

You might utilize this form of advertis- 
ing with profit. Have envelopes printed with 
the warning "Do Not Stay Home Tonight." 
Enclosed, have a card, reading "Go to see 
'Slow Down' at the Blank Theatre." 



Page 38 



Exhibitors Trade Review 



"Lyman H. Howe's Hodge- 
Podge, No. 39 

Educational 1 reeI 

It's obvious that Mr. Howe believes in 
the old adage "variety is the spice of life," 
for while his presentation is novel and en- 
tertaining in itself, he believes in giving it 
wide scope with the result that his offerings 
are always of a highly entertaining nature. 
This one, No. 39, compares very favorably 
with its predecessors. 

* * * 



"See It In Color 



Reexolor 



1 reel 



An interesting display of fashions direct 
from Paris, in colors that, if anything, en- 
hance the attractiveness of the garments, 
cloaks, fur-pieces and other attire worn by 
the pretty models. Women, undoubtedly, 
will find this interesting. Pretty backgrounds 
give the subjects a vivid relief. 

* * * 

"Buster Brown" On 
Broadway 

The Buster Brown Century Comedies had 
their first Broadway first run presentation 
this week when "Buster's Nightmare," the 
current Buster Brown release was shown as 
the comedy offering at Warner's Theatre. 
Judging from the continuous laughs and ap- 
plause, Buster's Broadway debut was an un- 
qualified success. The theatre management 
reported entires atisfaction with the cotn- 
,..uy as a first run picture. 

The Buster Brown Comedies are being 
jp.:.de by the Century Film Corporation for 
.clease by Universal. They are adapted from 
R. F. Outcault's famous newspaper cartoons, 
^ut are not cartoon comics, being made with 
real people. Warner's Theatre, New York 
City has booked the entire series of twelve 
-two-reelers. 

This offers many exploitation opportunities 
to those booking the film. 



"The Green Archer" 
Completed 

"The Green Archer," the new Patheserial 
based upon Edgar Wallace's mystery novel 
of the same name, has been completed, ac- 
cording to an announcement from Pathe. 
Allene Ray and Walter Miller head the large 
cast of prominent players, which includes 
Burr Mcintosh, Frank Lackteen, Stephen 
Grattan, William Randall, Walter P. Lewis, 
Tom Cameron, Wally Oettel, Dorothy King 
and Ray Allen. Frank Leon Smith wrote 
the scenario and Spencer Bennet directed 
the ten chapter production. 

In keeping with the Pathe policy of giving 
its serials the best stories, production and 
casts available, "The Green Archer" has 
been produced upon a feature scale. Edgar 
Wallace's mystery story has been a big suc- 
cess as a novel and is being now syndicated 
by the North American Newspaper Alliance. 

LANGDON SPECIAL HEADS 
PATHE RELEASES 

Harry Langdon in the three reel comedy 
l fecial "There He Goes," produced by Mack 
..cnnett, heads the Pathe short feature re- 
lease program for the week of November 
29th, which also includes "Laughing Ladies," 
a Hal Roach two-reeler ; the final chapter of 
the Patheserial, "Wild West"; "The Wal- 
loping Wonders," a "Sportlight," Pathe Re- 
view No. 48, "The Garden of Gethsem^ne," 
"Aesop's Film Fables," "Topics of the Day," 
and two issues of Pathe News. 

Officer of the Day in 
Production 

Another Imperial Comedy, "Officer of the 
Day," has just been placed in production on 
the Fox lot with Max Gold and Andrew 
Dennison collaborating in the direction from 
a scenario which they wrote. This is their 
first joint effort for Fox. Dennison just 
finished the Jmperial laugh hit, "Control 
Yourself," 



News Reels In Brief 




TF dogs can think 
•Mhen Tige can take 
his place with the 
most high-brow of 
them. He sure weilds 
a canny canine 
think-tank in Cen- 
tury's Buster Brown 
two-reelers, released 
by Universal. He is 
the long established 
friend of the kiddies 
through the car- 
toons R. F. Outcault 
has published in 
countless news- 
papers, and stands 
out as a measurable 
publicity asset to the 
exhibitors playing 
the Buster Brown 



International News No. 95 
SIDMOUTH, ENG. — Gale- swept Atlantic 
hammers sea walls. WINTHROP, MASS.— 
On this side of the Atlantic, too, autumn 
storms threaten destruction. LOS ANGE- 
LES CAL. — Old-time dances revived in war 
on "Charleston." Earl Wallace's pupils re- 
veal beauties of grandma's favorites tx> 
combat jazzy steps of today. GLENDALE, 
L. i. — Here's a record family of prize 
dachshunds. KANDY, CEYLON (omit Atl., 
Char., Colum., Cinci., N. Hav., Boston ana 
Chi.). — Religious frenzy rules India as Holy 
Days arrive. Native hosts seek absolution 
for their sins in weird tributes to their 
gods. CHARLOTTE, N. C. (Atl. and Char, 
only), — Battle of speed kings thrills thou- 
sands. Tommy Milton carries off first hon- 
ors in exciting motor classic. COLUMBUS, 
O (Colum. only). — Work completed on 
O'Shaughnessy Dam. Mammoth reservoir 
now guards city's six billion gallon water 
supply. CINCINNATI, O. (Cinci. only). — 
Business men's club elects new directors. 
Pres. Gruen congratulates Messrs. Reehl, 
Larkby, Brown and Strauss, winners of 
spirited contest. NEW HAVEN, CONN. (N. 
H. only). — Meet Chief "Two Moons" — mo- 
torist de luxe. Indian brave tours country 
in up-to-date wigwam. BOSTON, MASS. 
(Boston and Chi.) — .Chicago's mayor goes 
calling. Mayor Dever, once a iNew Eng- 
lander, visits "home town" and meets old 
friends. CHICAGO, ILL. (omit L. Ang., 
Frisco, Port., Sea., St. Lou., K. C, Okla. 
City, Minnea., Des Moi., Phila. and Pitts.). — 
Dartmouth wins 1925 football championship. 
Mythical title captured by the East as Chi- 
cago is overwhelmed by great Green team. 
PHILADELPHIA, PA. (Pitts, and Phila. 
only). — Pittsburgh humbles mighty Penn 
eleven. Panthers tear through for a sen- 
sational triumph over Red and Blue war- 
riors. JANESVILLB, WIS. (L. Angeles, 
Frisco, Port, and Seattle only). — Record 
haul of carp for lucky fisherman. Mid- 
west lakes yield biggest catch of the sea- 
son. COLUMBUS, MO. (St. Louis, Kan. 
City and Okla. City only). — Missouri eleven 
triumphs over Oklahoma. Unbeaten eleven 
adds one more victory to long list of grid- 
iron successes. MINNEAPOLIS, MINN. 
(Minneapolis and D. Moines only). — Minne- 
sota's homecoming brings gridiron triumph. 
Iowa in defeat in fast contest before cheer- 
ing thousands. WASHINGTON, D. C. — Sen. 
Borah opens fight to have all nations join 
in outlawing the submarine. NEW YORK 
CITY. — John Alexander trains for Society 
career. Noted visitor from Africa studies 
our system of etiquette — and boy, he's some 
Beau Brummel! 

Kinograms No. 5136 

ROME. — Hail Mussolini on birthday of 
Fascism. The Premier arrives at the Capi- 
tal to receive the salute of the marching 
throng. BOSTON. — Fifteen colleges in five 
mile race. Bates College wins thirteenth 
annual cross-country contest for New Eng- 
land runners. LAKE EIGIAU, NOK'lH 
WALES. — 17 killed as dam bursts in Wales. 
Rush of 180,000,000 gallons of water floods 
valley and destroys town. BUFFALO, N. 
Y. — Rare plants amaze flower show crowds. 
Annual exhibit at South Park conservatory 
has one of finest collections in U. S. A 
Kinograms exclusive. ROME. — Society at- 
tends festival at Rome. Municipal holiday 
is celebrated by banquet in the gardens of 
the Villa Borghese. SANTA MONICA, CAL. 
— Army planes bomb village; score nits. 
Fliers show great skill in practice when 
air missiles destroy dummy buildings. 
PARIS. — Paris girl gets very "high hat." 
In fact she makes herself so exclusive that 
hardly anybody can see her. NEW HAVEN. 
— Princeton Tiger has fine meal of Bull- 
dog. Yale, expected to win, goes down to 
defeat before Princeton — 78,000 see the 
battle. 

Fox News Continuity, Vol. 7, No. 15 

ROCKAWAY, N. Y. — Great motor broom 
is used to clear Jamaica Bay causeway. 
DALLAS. — Daredevil Rodack thrills Dallas 
throng with slide to earth from airplane. 
GRAND FORKS, B. C. — A strange commun- 
ity in Canada where the women do the 
work. ST. PAUL, MINN. — 500 boys and girls 
vie for honors at the eighth annual North- 
western Junior Livestock Show. EL PASO, 
TEX. — Texas School of Mines and New 
Mexico Aggies play 6-6 tie in game far the 
Southwestern title. MONTGOMERY, ALA. 
— Girl veterans of World War join with 
men when American Legion holds its great 
annual parade. SEDALIA, MO. : — Leading 
farmers of the Mid-West bring choice prod- 
ucts for exhibition at National Corn Show. 
COLUMBIA, MO. — University of Missouri's 
undefeated Tigers beat Oklahoma in a 
thrilling gridiron battle, 16 to 14. HERE'S 
WHAT HAPPENS TO MAIL CARELESSLY 
SENT. — New York Post Office auctions vast 
stores of mis-directed packages. COPEN- 



November 21, 1925 



Page 39 



THEATRE EQUIPMENT 

AND ACCESSORIES 



News and Facts Bearing on 
the Design and Improvement 
of the House and Its Facilities 



New York's Theatres 

Total 434,595 Seats 

New York City's motion picture theatres 
have a total seating capacity of 434,595, ac- 
cording to a report of License Commissioner 
Quigley. There are 548 licensed picture houses 
in the city, divided as follows : 

Brooklyn, 224 houses, 186,226 seats ; Man- 
hattan, 174 houses, 137,143 seats; Bronx, 71 
houses, 66,743 seats ; Queens, 67 houses, 55 - 
S87 seats ; Richmond, 12 houses, 6,596 seats. 
* * * 

Construction Programs Active 

All Over the States 

LAKE FOREST, ILL. 
Archt: Anderson & Ticksor, care Jas. A. 
Anderson, Deerpath. Drawing plans on 
theatres, stores, and offices at N. E. Forest 
and Deerpath. Owner— Estate of Jas. An- 
derson, Geo. Anderson, trustee. 

LIBERTYVILLE, ILL. 

Archt: Oppenhamer & Obel, 503 Bellin 
Bldg. Finishing plans on theatre, store and 
apt. building at Libertyville. Owner— Carrol 
Gridley, care 1st National Bank Bldg., Lib- 
ertyville. 

ST. CHARLES, MO. 
Archt: Boiler Bros., Huntzinger Bldg., 
Kansas City, Mo. Plans drawn for super- 
structure on theatre at St. Charles. Owner: 
Robert Stempl, care Strand Theatre, St. 
Charles. 

ROCHESTER, MINN. 

Archt: Buechner & Orth, 500 Shubert 
Bldg., Minneapolis, Minn. Sketches on thea- 
tre at Rochester. Owner : Twin City Amuse- 
ment Trust, Finkelstein & Ruben, Loeb Ar- 
cade, Minneopolis. 

ANN ARBOR, MICH. 

Archt. withheld, care owner. Drawing 
plans on theatre, stores, and offices at 221 
S. State st., Ann Arbor. Owner: Bijou 
Theatrical Enterprises, Inc. 505 Insurance 
Exchange Bldg., Detroit, Mich. 

NEW YORK, N. Y. 

Archt: Walter W. Alschlager, Inc., 65 
Huron St., Chicago, 111. Building theatre at 
E. S. 7th ave., nr. 50th st., N. Y. C. Owner: 
Roy Theatres Corp., 383 Madison ave., 
New York City. 

BUFFALO, N. Y. 

Archt : G. Morton Wolfe, 377 Main st. Re- 
vising plans on theatre at Hertel ave., nr. N. 
Park ave. Owner : Simon Wertheimer, Cham- 
ber of Commerce Bldg. 

BUFFALO, N. Y. 

Archt: Henry Spann, 62 W. Chippewa st. 
Drawing plans on theatre at 3049-51 Bailey 
ave. Owner: Bickford Realty Corp., 117 Ken- 
sington ave. 

KEARNY, N. J. 

Archt : W. E. Lehman, 972 Broad st., New- 
ark, N. J. Drawing plans on theatre, stores 
and offices at 59-69 Kearney ave., Kearney. 
Owner : Joseph Stern, 207 Market st., New- 
ark, N. J. 

THINK IN COLORS SEE lit COLORS 




SWEET ANTICIPATION 

Another week nearer to the 
ANNUAL EQUIPMENT 
DIRECTORY NUMBER. 
Sweet Anticipation! It's go- 
ing to be the greatest book 
ever seen in the Motion Pic- 
ture Industry. Worth wait- 
ing for, and worth working 
for. Are you doing your 
share? It's going to be 
YOUR book. The more of 
YOU we get into it, the 
more YOU are going to like 
it. 



Offers Blue Prints of 

Theatre Booths Free 

Part of the service of the Precision Ma- 
chine Co., a New York firm manufacturing 
the Simplex projectors is its offer to theatre 
owners and architects of blue prints of model 
projection booths. 

It stands to reason that a manufacturing 
concern, specializing as it does, in that one 
branch of theatre equipment, will have real 
valuable information to divulge in these 
prints. At least, so it has been adjudged by 
the many thousands who have taken advan- 
tage of this exceptional offer. 

Simplex distributors are located in 25 

key centers of the country, allowing for an 
efficient service to all users of the machine 
at all times. 



DO IN COLORS 



WIN WITH COLORS 




EXHIBITORS! 

"T H E HOLLY- 
WOOD" changeable 
letter sign will AD- 
VERTISE YOUR 
PROGRAMS in lo- 
cations where you 
cannot get a poster 
or card. Change the 
type daily, (carries 
8 x 10 still if de- 
sired). The store 
(location) gets their advertisement free- 
sign carries 9 lines, letters celluloid cov- 
ered. Letters changed in a jiffy. A cut- 
out figure of a Hollywood beauty is 
seated on top of sign. Real silk band 
on head, tassell on cushion (SEE IL- 
LUSTRATION). One sample— $1.50, 
6 for $4.80; 12 for $8.00, including let- 
ters. We letter the merchant's ad free, 
also theatre name on sign FREE. En- 
tire sign 14 x 22 inches. 

Hollywood Film Co., Box 1536 

Los Angeles, California 

Dealers and Supply Houses Write for 
Quantity Prices. 



Kleeblatt Press Installs 

Exploitation Department 

It is announced by Edwin S. Kleeblatt, 
president of the Erwin S. Kleeblatt Press, 
351-353 West 52nd street, that a new depart- 
ment had been created to handle the complete 
advertising, publicity and exploitation of 
motion picture producers and distributors. 
Charles Reed Jones, formerly director of ad- 
vertising and publicity for Chadwick Pic- 
tures Corporation, is in charge. 

* * * 

New Loew House in Yonkers 

John E. Andrus, realty owner and former 
mayor of Yonkers, has leased a large plot of 
ground on South Broadway for a long term 
of years to Marcus Loew, who will erect a 
3,000 seat house on the property. It is located 
between Harriet and Vark streets. David V. 
Picker represented Mr. Loew in the transac- 
tion and states that the lease will run for 
one hundred years at an annual rental to 
begin with $150,000 a year. Construction plans 
are being prepared by McGuire & DeRose, 
with Thos. W. Lamb office as supervising 
architects. 

Theatre for Haight Street 

SAN FRANCISCO, Cal. — According to 
plans filed with the building inspector, a fire- 
proof building will be erected on the north 
side of Haight street, 137 feet 6 inches east 
of Steiner, by the Buena Vista Corporation. 

* * * 

$1,000,000 House for St. Louis 

Plans are announced for the erection of a 
moving picture theatre in St. Louis, Mo., to 
cost $1,000,000. 

Corporate Meetings 

A meeting of the board of directors of the 
Eastman Kodak Company of New Jersey 
was held last Monday. 

* * * 
Fox to Build 

The Fox Film Company announces that it 
will build a $1,500,000 theatre in Buffalo, at 
the corner of Main and Chippewa streets. 



),000 to Remodel 

The Strand Theatre at LaGrange, Ga., 
which was recently purchased by R. T. Hill, 
of Tullahoma, Tenn., had its formal open- 
ing last Monday under the name of the New 
Fairfax Theatre. 

Mr. Hill owns a number of small town 
theatres principally in Tennessee. He has 
spent over $10,000 in remodeling and improv- 
ing his new house installing a modern heat- 
er, two new projection machines, a Repro- 
duce organ, and adding a new and attractive 
marquise to the front of the New Fairfax. 



Mr. Exhibitor: Ask at the Film Exchange* 
for the 




It's little to ask for, but it's the only 
reliable aid you can give your musicians 
to help put the picture over. 



Page 40 



Exhibitors Trade Review 



Classified Opportunities 

Rate 2 Cents a Word — Cash With Copy 



White space around your copy 
matter doubles the value of your 
advertisement. When you send in 
your copy for these ads, keep that in 
mind. Exhibitors Trade Review has 
an efficient copy staff to advise and 
guide you. 



■ SH 

■ gu 



SHIPPED SAME DAY ORDER IS RECEIVED 
Guaranteed Service— Good Work — Popula 
Prices — Send for Trial Order. 



F I LMACIC COMPANY 

736 S.WABASH AVE. CHICAGO 



1 




% NEIL 

J HOUJE 



newest, 
finest and most 
f conveniently situated 
hotel in 
COLUMBUS 
OHIO 



OPEN AFTER 
AUGUST 25"1925 
JREDERICKW.BERfiMAN 

Manaymy Director 



At Liberty 



TWO BROTHERS in theatre business whose lease 
expires shortly will be at liberty about December 1st. 
Position wanted in theatre or circuit. If there is an 
opening for two young fellows who grew up in the 
theatre business it will be worth your time to in- 
vestigate. Address: Box R. T., Exhibitors Trc^de 
Review. 



For Sale 



USED THEATRE CHAIRS; Picture Machines. 
Low prices. C. G. Demel, 845 South State, Chi- 
cago, 111. 

FOR SrtLE — Organ, machines, fans, booths, new 
and used chairs. Western Pennsylvania Amusement 
Company, 1012 Forbes Street, Pittsburgh, Pa. c-tf 

FOR SALE: 1 SEEBURG ORGAN, 225 chairs, 
3 power machines, 4 16-in. A. C. fans — 110 V., 60 
cycles, 1 Lyric sign and several motors. F. H. 
Stamp, Capitol Theatre, Delphos, Ohio. 

EIGHT HUNDRED UPHOLSTERED OPERA 
CHAIRS MADE ON CONTRACT. SEVEN 
HUNDRED YARDS OF BATTLESHIP CORK 
CARPET AND LINOLEUM, GOVERNMENT 
STANDARD, FOR THEATRES, ETC. ONE 
EXHAUST FAN AND THREE AMPMETERS. 
ONE TRANSFORMER. ONE LARGE ASBES- 
TOS CURTAIN WITH COMPLETE RIGGING. 
TWENTY HIGH GRADE FOLDING CHAIRS, 
DROPPED OFFICE AND FACTORY SAM- 
PLES; SOME COST AS HIGH AS $6. FROM 
$1.50 UP. EVERY ONE GUARANTEED. 

REDINGTON & CO.. SCRANTON, PA. 

EIGHT HUNDRED UPHOLSTERED OPERA 
CHAIRS made on contract. Seven hundred yards 
of battleship cork carpet and linoleum. All new 
goods, government standards, for theatres, etc. One 
exhaust fan and three ampmeters. 1200 5-ply ve- 
neer seats and backs mad > to fit any chair ; all new. 
One large asbestos drop with rigging. Thirty new 
high grade folding chairs, dropped factory patterns ; 
some cost as high as $5 each, offered from $1.50 to 
$2.50. Redington Co., Scranton, Pa. 

MOTION PICTURE SUPPLIES— December Pre- 
Inventory Sale of used Motion Picture Machines, 
Theatre Supplies, Frames, etc. Send for bargain 
list. ERKER BROS. OPTICAL CO., 608 Olive 
St., St. Louis, Mo. 

USED SCENERY BARGAINS— For sale and rent 
State sizes wanted. KINGSLEY STUDIO, Alton. 
111. 

MARCHANT CALCULATING MACHINE— A-l 

condition ; late model. Don't miss this chance to 
get a real machine for $75.00. Box M. O., Exhib- 

itors Trade Review. New York City. 

FOR SALE— UNDERWOOD TYPEWRITER, 
16-inch Carriage, perfect condition. Can be used 
for Billing and Making Out Reports. Price $60. 
Box H. S., Exhibitors Trade Review, New York 

City. 

INTERNATIONAL ADDING MACHINE. Re- 
cent Model. First class condition. A real bargain 
at $75.00. Act quickly. Box R. R., Exhibitors 
Trade Review, New York City. 



Wanted 



CHINESE FILMS WANTED. 

Box 1439 Honolulu. 



Creart Muuioa, 



WANTED— GRAFEEX CAMERA, 5x7 or 4x5, 
with or without lens, or can use English Reflex. 
Must be in good working condition. State price. 

Address, Graflex, Exhibitors T rade Review. 

THEATKE WAWTEU in thriving town within 150 
miles of Toledo, Ohio, preferred. Will buy, lease or 
rent. Waid Zeis, 1358 Elmwood Avenue, Toledo, 

Ohio. 

HIGHEST CASH PRICKS PaID tor Picture Ma- 
chines. C. G. Demel, 845 South State, Chicago, 111. 

WANTED — "Ten Nights in a Bar Room." Ad- 
dress, CINEMA, Box 164, Station N, Montreal. 

WANT TO LEASE OR RENT small picture thea- 
tre in town of 5,000 or more population, preferable 
in Virginia or North Carolina. State all in first 
letter. Address, "Manager," 138 E. Church Ave., 
Roanoke, Va. 

The Smallest Ads in 
Exhibitors Trade Review 
and 

Exhibitors DAILY REVIEW 
HAVE PULLING POWER 
Let these two big papers get re- 
sults for you. 



Local Films 



MOTION PICTURES made to order. Commercial. 
Home or Industrial. We have excellent facilities, 
and the best cameramen. Our price 20c per foot. 
Ruby Film Company, 727 Seventh Avenue, N. Y. 

TITLES, presentation trailers, local movies, com- 
petent cameramen. Best service. Rector Advertis- 
ing Service, Marshall. Illinois. 



For Rent 



MOTION PICTURE and "Still" Cameras rented, 
sold and exchanged. Portable lights for sale and 
for rent. Keep us advised of your wants. Ruby 
Camera Exchange, 727 Seventh Ave., New York. 




tEEHOIiADAY 
SE0.ACOLUNS 



Motion Picture Headquar- 
ters in Los Angeles. 

Wire our expense for 
reservations. 




Mailing Lists 

Will help you increase sales 
Send (or FREE catalog sMie 
coimtsanapricesonclasBlnM nanus 
of yoarbeatprospecttvccufltomet*= 
National, SUto.Xocal-IndlTfdnala- 
Prof easiona. Business Firms. 

99% by refund of J 'each 



it. Louis 



CINEMA 

The Motion Picture Review 
of the Orient 

Manager: E. ATHANASSOPOULO 

Editor-in-Chief 
JACQUES COHEN-TOUSSIEH 

"CINEMA" is the only picture publication 
circulating throughout the Orient. 

Address : 

"CINEMA," 8 RUE de L'EGLISE DEBANE 
ALEXANDRIA. EGYPT 



Screen Brilliancy 

For brilliancy on the screen make 
sure you have Eastman Positive Film 
in the projector. It is identified by 
the words "Eastman" and "Kodak" 
in black letters in the film margin. 

Eastman is the film that is un- 
rivaled for carrying the quality of 
the negative through to the screen. 



EASTMAN KODAK COMPANY 



ROCHESTER, N. Y. 



HAL 'ROACH COMET>y 

Tbvo Heels 



There Goes the *Bride 



99 




Pafh£comedy 



Including Exhibitors DAILY REVIEW 



EXHIBITORS 

§mde REVIEW 

%e Business Paper of the Motion Victure Industry 



n ONE Week/ 



□ D.W GRIFFITH S - That 
RoyleGhr Smashed all rec- 




□ 



ords at Chica golheatre, Chicago 
GLORIA SWAKSOtf in Stage 

Struck* Absolute capacity- all 
week at the Rivoli, NewYork 




Joseph Conrad's LORD JIM 
Artistic and box-office tri- 
umph at the Rialto, NewYork 



^^Pammjauidfpictures 




ORGAN 

The Spice of Picture 
Presentation / 



THE real punch of pictures is organ 
music — the white streak of lightning 
through turbulent clouds, the pounding 
hoofs of racing horses, the silver melody of 
rippling waterfalls — are inanimate without 
the thunderous or soft and mellow accom- 
paniment of an organ, and no instrument 
is as responsive and majestic in effect as a 
Wurlitzer Organ. 

Leadership, whether it be in the produc- 
tion of super-photoplays, precision in the 
manufacture of equipment, or dependability 
in organ construction, is established by a 
recognized superiority over similar products. 
World leadership in organ building is the 
direct result of Wurlitzer success in pro- 
ducing an organ of finer tone, a greater 
volume and wider variety of effects than 
found in any other organ. 



Beautifully Illustrated Organ 
Catalog Upon Request 



WuRLlIZER 

" REG U S PAT OFT ~ 



NEW YORK 
120 W. 42nd St. 

DENVER 
2106 Broadway 



CHICAGO 
329 S. Wabash Ave. 

LOS ANGELES 
841 S. Broadway 



Forty-jour brunches in thirty-three cities from coust to coast 



Three 

7 lews of New 

Lincoln Theatre, Lincoln, Neb 





Grand Pianos 

are endowed 

with the same 
unapproachable 

tone and qualit 

inherent in the 

Wurlitzer 

organ 



November 28, 1925 



Page 1 



I!. ... I ' 



lie 



SERW VOHK. MONDAY, SKI* J'l M n i.n 



. 1 

D 



3AR ;[ SCENES AT RESC UE OF T HE PACIFIC FLYERS FLASHED BY PATHEp lQ }N F00' 

INFO' 



YESTERDA Y 



t 



is gone: 




(11 'ISEEK BOBBED Gil 
5 ,DUD |AS PAL Of ROBBERS 

Killed, ChlWfgn ] — * — 

•j, Jamc , i Htr Su Msn CwnoaHons 
} Took $250 and Ratf.a S<it 

SED IK AIR ' . f" 

' ;SHE SMOKED OUfifNQ PMO 

own Trying lei 

fWver jTlwe 'Patron* »'io V'sims o| 

KoM-Ud ;n Jamilra 



, /t New Torfcwt SflflW "Niiogels,"*! "| 

J' and Hundreds ftuah to Pirtev J 
Woods Digging J 
.... ^ :SCP*TCH IN SANOmtLS; 

— — IP 

SomBtP'nrj Yoiiow In Pebbles' 
flack o( Sarnenat 



TOMORROW 
is the 



IF. Sullivan, Philosopher, Finds 
Puppy Love Much Like Other Kind 



You 're always a step ahead with 
Exhibitors DAILY REVIEW 



The papers of YESTERDAY gave 
them up for dead. The papers of 
TOMORROW acclaimed them as 
heroes. 

Exhibitors DAILY REVIEW does 
not deal with dead matter. It is 
alive — always. 

It deals in the problems of TO- 
DAY. 



The news of to-day is the policy 
of tomorrow. 

Grow, grow, GROW — and always 
look forward. That's its policy. 
Lot's wife looked backward — and 
she remained behind. 

Readers of Exhibitors DAILY 
REVIEW are not permitted to 
look backward. 

They're always a step ahead. 



Worth more than the 
Five Dollars It Costs 



Buy it by the issue, and it will cost you 
$13.00 a year. Sign the slip to the right 
and you save $8.00 — with the subscription 
to the weekly Exhibitors Trade Review as 
well. 



Exhibitors Daily Review, 

45 West 45th St., New York City. 

Here are my Five Dollars. I know a bargain. 
Send me the real paper. 

Name 

Theatre 

Address 



Published weekly by Exhibitors Review Publishing Corporation at 34 North Crystal Street, East Stroudsburg, Pa. Editorial Offices, 45 West 45th Street. 
New York City. Subscription $2.00 a year. Entered as second-class matter Aug. 5, 1922, at postoffice at East Stroudsburg, Pa., under act of March 3. 187»." 



Page 2 

Mliiiliiiiiiiiiiiiiiiiiiiiiii 



Exhibitors Trade Review 



IMPORTANT NOTICE 



LARGER 
QUARTERS 
SERVICE 
QUALITY 



WERE NECESSARY TO FURNISH THE KIND OF 



OUR CUSTOMERS MUST HAVE. THE 



OF OUR RAW STOCK IS THE BEST THAT MONEY 
AND BRAINS CAN PRODUCE AND IS ABSOLUTELY 



DEPENDABLE. 
PRODUCERS 



THIS IS THE MOST ESSENTIAL POINT FOR THE 



AND OF EQUAL IMPORTANCE TO THE 



LABORATORIES. 



Agfa Raw Film Corporation 



ALFRED WEISS, President 



EXECUTIVE OFFICES COAST REPRESENTATIVE 

209 West 38th Street C> KING CHARNEY 

New York 6370 Santa Monica Blvd. 

Tel. Wisconsin 2360 Hollywood, Calif, k 



m 



November 28, 1925 



Page 3 



EXHIBITORS 

CTmde REVIEW 

°ike Business %per of the Motion Before Industry 



WILLARD C. HOWE, Editor 

Michael L. Simmons Staff Editor 

Henry A. Linet Exploitation Editor 

GEO. C. WILLIAMS 
President 

James A. Cron Advertising Manager 

Herman J. Schleier Business Manager 

Larry S. Harris Equipment Manager 



Vol. 19 



November 28, 1925 



No. 2 



CONTENTS 



PICTORIAL PRESENTATION 

"The Rag Man" 6 

HIGHLIGHTS IN THE NEWS 

Jubilee for Connecticut 7 

New Shorts Producer 7 

Along Chicago Film Row ■ 8 

More F. P. L. Theatres ! L' 9 

Canada Favors Quota 10 

Film Woman for Governor 11 

Cleveland Happenings '. 11 

Limehousf. for Chaplin : 12 

C. B. C. Complete Five : 12 

REGULAR DEPARTMENTS 

Editorials __" '.. .,.L}l.'i :■ :..!/. .' ' 5 

Seidman's Tax Advice,. _ . , 9 

Production Highlights 12 

National Tie-Up? Section..;.' j........ yJL^lll Lll 14 

Littie Features 29 

Box-Office Reviews . wv .......::...._. : 31. 

Equipment Directory 1 '. 34 

Modern Theatre ". )... :. i 35 



Copyright 1925 by Exhibitors Review Publishing Corporation 

Geo. C. Williams, President; Willard C. Howe, Vice President; Fs Meyers, 
Treasurer. Executive and Editorial offices: Hearn Building,, 45 West rorty- 
fifth street, N ew York. Telephone. Bryant 6160. Address' all communi- 
cations to Executive Offices. Published weekly at 34 North Crystal Street, 
East Stroudsburg, Pa., by Exhibitors Review Publishing Corporation. 
Member Audit Bureau of Circulations. Subscription Rates: Postage paid 
per year, United States, $2; Canada, $3; Foreign, $6; single copies, 20 
cents. Remit by check, money order, currency or postage. 





The 
millions 
of 
girls 
seeking 
romance 

in 
business 
will be 
your 
ready*made 



patrons 

[NormaShearet 

with Le\V Cody in 



'age 4 



Exhibitors Trade Review 




\ As everybody, who 
&~ recognized a truly 

great picture, predicted^ 



"Abraham Lincoln" Wins Photoplay Medal for 1 924 




The time of Lincoln's greatest 
trial — the dark days of the buttle 
to save the Republic 



the (oust touching the screen ever has 

seen. 

Supervised by the Rotket'ts and ' 
directed by Phil Rosen, the produc- 
tion, of "Ahrafaiuji- Lincoln" was a 
si niggle against terrific financial odds. 
Hut never once did any rtn-rriber of 
I lie organisation Jose heart nor never 
did the Uockctts lose faith 'in their 
undertaking. 

The picture completed, it was" 
brought to New York and, on Janu- 
ary 27, 19-24. it was presented at the 
Gaiety Theater. It came as an un- 
heralded production, liy ihe stand-' 
ards of Broadway, iu. presentation, 
was not elaborate; it was advertised, 
tor the most p'Jrt.y by the faith that 
the Roekett lirollierS and Miss Marian had in it. jVeverlilclciS, 
the picture immediately v." on 'he highest pttdse from toe critics. 
Puotovmv, ill its review, expressed the ger.end opinion when it 
said. "A ringing answer to the c;dl for better pictures. Out of 
the hnest over made, and one thut should be seen and encour- 
aged by taking tin- whole family." 

After lis opening in New York, First National obtained the - 
picture for distribution, although she experts still hoisted that 
it 'would never make a. tent of money. 
They were vtong, 

"Abraham Lincoln" was inon- sinressfui in sm idler cities, 
than il was in New York. At the height of the craze for jazz 
picture;, and highly spiced spectacles, the simple story of the 
Great American played to enormous audiences; of young and 
old alike. It won new friend* for the movies and new believers 
in the educational value oi thescrcen. 

Perhaps no other single picture has done '■more 10 raise the 
reputation 0/ file screen in the minds of millions thuu hah this 
one- ■ ■ ■ - ;■ ■ > ■ 

Today Al Rocket t is manager of First National's Eastern 
Studios. 

His brother, Kay, is assistant to Hit hard Rowland , produc- 
tion head of the same company. 

And by the verdict of PHOTOPLAY'S readers in voting the gold 
medal to "Abraham Lincoln," the- cause of good pietures h.is 
been immeasurably advanced. 

- ■ ■ . - si ? 




Today, after 7005 Theatres have already played it, after a key' 
city career of extended runs, "Abraham Lincoln " is proving the 
most remarkable smalhtown attraction ever presented, besides 
setting a new record for special return engagements I 

AUr/A national Pictur 



November 28. 1"25 



Page 5 



EXHIBITORS 

trade REVIEW 

We Business Paper of the Motion Victim Industry 

Editorial 
They Make This Industry Big 



IF this industry can be charged with having one 
outstanding mental habit that deserves censure, 
it is the notion that the little fellows, the Ex- 
hibitors in the small towns, don't count. 

Letters galore come from small-town theatre 
owners, telling of their troubles — all sorts and va- 
rieties of troubles — and the burden of practically 
all of them is the same: "We little fellows can't 
expect any consideration. They don't answer our 
letters. They don't pay any attention to our com- 
plaints. They don't seem to know that we are on 
earth." 

If the enterprising gentlemen charged with these 
things are even slightly guilty, they ought to be 
told one thing: It's the aggregate of little enter- 
prises that makes this industry big. Talk about 
the "shooting galleries" as much as you please; 
pass the mustard as often as you please at the ex- 
pense of the little neighborhood theatres, the small- 
town houses that regard 20 cents as a large ad- 
mission price, have as much of a good time as you 
can with the little fellows, but remember that the 
dimes they collect represent a large part of the 
revenue that goes back into the making and dis- 
tributing of pictures. 

And the small Exhibitor is entitled to equal 
consideration. It sounds a little trite, of course. 
But he IS entitled to it. Decent treatment isn't 
supposed to be measured out in proportion to the 
volume of a customer's business, even in films. 

It's time to get away from the most provincial 
of ideas — the idea that the man operating a small 
business is a "hick" simply because his business 
is small. To remember that the world's greatest 
markets for gold-bricks are New York and Chi- 
cago. And to realize that the Good Will of the 
small Exhibitor is worth cultivating because it is 
a factor in shaping the course and conduct of the 
entire business. 

To be more specific, the small exhibitor, along 



with the big one, is entitled to decent service, good 
prints, courteous treatment. He isn't getting them 
many cases. Some of the distributing com- 



m 



panies are consistent offenders. And in a substan- 
tial majority of all the cases the trouble lies with 
exchange managers whose conduct of their offices 
is not sufficiently watched. Men who imagine they 
are too big to be bothered with the small details 
of dealing with small customers. 

By way of illustration, take this extract from a 
letter from a Pennsylvania Exhibitor: 

"Our house gets its prints from the Philadelphia 
exchanges. I have been here for five years and 
know what I am talking about. I have received 
prints from many exchanges in Philadelphia, in- 
cluding the so-called Big Three and the Inde- 
pendents. Some are good and some are bad. When- 
ever I receive a bad print I notify the exchange. 
And they do nothing about it. I notify the home 
office and they do next to nothing. They notify 
the exchange and the branch manager promptly 
gets mad at me for so doing. But what should I 
do? Should I sit back and let them continually 
send me "bad prints and risk the lives of my pa- 
trons?" 

The same writer goes into details as to his ex- 
perience with various companies and says that vir- 
tually all of them are guilty of the same fault: 
Ignoring complaints regarding prints and service, 
even though such complaints are fully substan- 
tiated. Because they don't think he is big enough 
to worry about. 

The question seems to be: Where is there a 
sales manager in this business big enough to tackle 
this question in a big way and to lay down the law 
regarding the rights of small customers? 



Page 6 



Exhibitors Trade Review 



It suddenly occurs to those 
who see Jackie Coogan that 
it is about time to stop call- 
ing hint a child wonder, and 
instead nut him down as a 
recognized actor — regardless 
of age. In "Old Clothes", he 
is just that — a finished silver 
screen luminary. And with 
his friend "Max Ginsberg" as 
his side kick, he is unsur- 
passed as a laugh getter. 




The naiveness of 
manner in which 
Jackie "lets slip" a 
brick upon the head 
of an undesirable is 
a genuine piece of 
acting. Unconcerned, 
as if he were in bed 
at the time it all 
happened, he later 
goes down to "see 
what happened." 



Old Clothes" 



Jackie Coogan* s age may now be forgotten in his 
latest for Metro-Goldwyn-Mayer 



©CI B6 87 2 15 



November 28, 1925 



Page 7 



EXHIBITORS 



DAILY REVIEW 

A Newspaper Devoted to the Motion Picture Industry 



NEW YORK, SATURDAY, NOVEMBER 28 



HONOR MEN PICKED 
FOR SAFETY DRIVE 



Fire Prevention Committee Doing 
Constructive Work 



In the last three years, since the Hays' 
Organization' has been active in its conser- 
vation work among the several hundred 
film exchanges, remarkable advance has 
been mide in the methods of handling film 
in exchanges. 

More than two hundred exchanges have 
moved into new quarters in that time and 
in every case the recommendations of the 
Hays' Organization as to fire prevention 
construction have been carried out. Great 
improvements have been made in construc- 
tion and in methods of handling film. 

In the interests of further conservation, 
safety and fire prevention activities in ex- 
changes, the Film Boards of Trade through- 
out the United States have adopted a system 
of selecting Honor Men. Their first list, 
named by the Fire Prevention Committees 
of the Film Boards of Trade, gives the 
outstanding Fire Preventists in the Film 
Boards of Trade of the United States. 

A new vote will be taken each rv^V 
At the end of twelve months the man who 
has been on the monthly lists the greatest 
number of times, will be named as the 
branch manager who leads all others in ft, e 
United States in Fire Prevention Work. He 
will be awarded an appropriate prize bv 
Department of Conservation of the Hays 
Organization, which supervises the Safety- 
Fire Prevention work of the industry. 

Hays' Organization experts have been re- 
markably successful in carrying forward 
this work because they have had the whole- 
hearted cooperation everywhere of distrib- 
uting company Executives, Branch Man- 
agers and employees. 

A six page folder called "Fire Alarm" 
(Dec. 1, 1925) Motion Picture Producers 
& Distributers of America, contains a three 
page spread of the winners of this month's 
contest. It also contains the news relative 
to the subject. 



Flinn Returning 

John C. Finn, Vice-President of Pro- 
ducers Distributing Corporation, left Holly- 
wood today for the companv's headcpiHrters 
in New York. Flinn has been at the De 
Mille Studios for more than a month and 
has now mapped out a tentative proeram 
of productions for the season of 1926-27. 



The Fairbanks to Europe 

LOS ANGELES, Nov. 26.— Following the 
completion of his present picture, Douglas 
Fairbanks and Alary Pickford are slated for 
a year's trip to Europe. 



Jubilee to Celebrate 
Connecticut Victory 

TAX REPEAL ISSUE BOON TO EXHIBITORS 

The Motion Picture Theatre Owners of Connecticut, through its president 
Joseph Walsh, announces that a Jubilee celebration, in connection with the satis- 
factory concessions won from the law-makers of the state, which will ultimately 
permit of the repeal or withdrawal of the State Tax Law on every reel of film 
shown in the state, will be held on December 3. 



NEW SHORT PRODUCT 
ENTERS FIELD 



Walter Futter, of Futter Productions, In- 
corporated, who was formerly in charge of 
the Film Editorial Department of Cos- 
mopolitan Productions, has thrown his hat 
into the ring of the independent producers. 
His first effort on his own will be a series 
of single reel comedy-novelties to be known 
as Curiosities. 

The pictures, part compiled from world- 
wide sources, and the remainder produced 
in New York studios, are composed of 
particularly curious and interesting facts 
and will introduce many photographic nov- 
elties. 

Negotiations are now under way with one 
of the largest national distributors of short 
subjects and announcement will be made 
soon. I i 



NO TROUBLE HERE 

Emphatically denying any "differences" be- 
tween himself and Erich Von Stroheim, 
Joseph M. Schenck explained that plans for 
"East of the Setting Sun" had been merely 
"shelved" temporarily, to await the time 
when he could allow Mr. Von Stroheim suf- 
ficient opportunity and money to make the 
picture a success. In the mean time Von 
Stroheim will go to Famous Players-Lasky 
to fulfill his contract for two pictures, af- 
ter which he will return to direct and act 
in the delayed production. 



Exhibitors DAILY REVIEW is reli- 
able. It gives all the information 
wanted by Exhibitors. That is why 
you will find the DAILY REVIEW 
almost any place in the motion pic- 
ture field. It is read because it has 
material worth reading. The sub- 
scription price is $5.00 a year, in- 
cluding Exhibitors Trade Review. 



The gaia affair which, will be a spon- 
taneous outburst of jubiliation, on the part 
of every motion picture entity in the State 
of Connecticut, will be held at the Hotel 
Taft, in New Haven, and a combination 
banquet- and entertainment will help to fit- 
tingly .celebrate the satisfactory conclusion 
to the troubles which beset all the film , in- 
terests in that state, but a short time ago. 

Through sincere cooperation of film and 
state officials, unanimous approval was given 
by all concerned to the proposition to re- 
sume operation of all theatres and ex- 
changes as heretofore, in an effort to prove, 
beyond question of all doubt, that the pres- 
ent law on the records is working a hard- 
ship on the business element of the state, 
and that through this method, the law would 
either fall into disuse and become inoper- 
ative, or the demonstration would lead to 
the framing of further legislation which 
would so amend the present law, as to give 
satisfaction to all sides. 

Joseph Walsh stated, at the time, this so- 
lution of the problem was adopted, that_ he 
was altogether satisfied with the situation. 
He said that the revolving fund, created for 
the purpose of assisting exhibitors to meet 
the tax payments would be continued. He 
also said that theatre owners would con- 
tinue to give their support to the Tax Com- 
missioner. Resumption of all film activity 
has already taken place. 



Bowers Starts Work 

Production of a series of 12 special two- 
reel comedies, embracing a secret process 
of Charles Bowers, has started at the Bow- 
ers Studio in Long Island City. The en- 
tire series will be released by Film Book- 
ing offices. H. L. Muller will direct the 
films and Charlie Bowers himself will ap- 
pear in them. 



Anderson for Publix 

Following the announcement of the in- 
corporation of the Publix Theatres, the new 
affiliation of the theatre interests of Famous 
Players-Lasky Corporation and Balaban and 
Katz, it was announced today that the com- 
pany has signed a long term contract with 
John Murray Anderson as director of pro- 
ductions for the Publix Theatres. 



Page 8 



Exhibitors Trade Review 



The Week in Review 

(from Exhibitors DAILY REVIEW) 



MONDAY, NOVEMBER 23 

New York — Messages received here from 
principals in the United Artist organization 
affirmed that its affiliation with Metro will 
not impair its independence in any way, but 
will prove greatly beneficial to exhibitors 
in facilitating distribution. Speculations as 
to Metro's future control over United 
Artists releases were answered in various 
quarters by statements that the alliance will 
go little beyond control of physical distri- 
bution. 

New York — National President R. F. 
Woodhull, among other speakers, addressed 
the directors of the M. P. T. O. of New 
Jersey, on the relations of producers, and 
exhibitors, at the monthly meeting of the 
directors. "Show clean hands" was the ac- 
cepted slogan of National Pres. Woodhull, 
and President Joseph M. Seider, the latter 
reporting recent activities of the organiza- 
tion. Difficulties of Jersey exhibitors over 
union regulations and the new theatre build- 
ing code were discussed. 

New York — William De Mille and Pierce 
Collings, scenario writer, and Monte Kat- 
terjohn arrived from the coast. 

New York— Details of a loan, 15,000,000 
marks, by the Universal Pictures Corp., to 
the Ufa Film Company, Germany, through 
Carl Laemmle, were learned. Max Schach, 
Mr. Laemmle's Berlin representative, com- 
pleted the negotiations. The loan is for 
ten years at 8% per cent, Universal secur- 
ing two of five votes in committee, all Ufa 
theatres open to Universal releases, and con- 
cessions for American stars, and other val- 
uable rights. 

New York — Mrs. Ruth Griffith Burnett, 
winner of the first prize letter on "What 
the Motion Picture Means to Me," was 
feted by Will H. Hays at the Waldorf, be- 
fore leaving on the S. S. Belgenland for 
a world jaunt. 

New York — Famous Players Lasky Ac- 
tors School began production at the Long 
Island studio, under Sam Wood's super- 
vision. 

TUESDAY, NOVEMBER 24 

New York — John H. Hammell, district 
manager of New York, New Jersey, Al- 
bany and Buffalo, for the Famous Players 
Lasky Corp., denied that the New Jersey 
M. P. T. O would protest with the Phila- 
delphia Board of Arbitration over the in- 
tended non-theatrical distribution of "The 
Ten Commandments," as "such an arrange- 
ment would not be entertained." 

New York — H. F. Hoffman, head of the 
Tiffany-Truart Productions, returned from 
a short trip in the Eastern territory. 

New York — Lou Metzger, Manager of 
the Western Division of Universal Distri- 
bution, returned from the middle-west. 

New York — Hal Hodes, was elected 
president of Short Film Syndicate. 

New York — Carl Laemmle left for Ber- 
lin to sign the last article of the Universal- 
Ufa deal, embracing loan by Universal of 
15,000,000. To stop in N. Y. first. 

New York — Rayart Pictures Corp., joined 
the Laugh Month Group, Mr. W. Ray John- 
ston's connection being eagerly accepted. 

Kansas City — -Plans for Exhibitors' 
Month in December, to benefit the exhibi- 
tors' organization in 1926, are rapidly pro- 
gressing. 



Calendar of Coming Events 



Dec. 8. — Oklahoma City, Okla., annual 
convention Okla. M. P. T. O. 

Dec. 8-9. — Columbus, O., annual meeting 
M. P. T. O. of Ohio. 

Dec. 11. — Second Annual Meeting, I. M. 
P. A. of A.. Hotel Astor, N. Y. 

Dec. 17. — M. P. T. O. of N. J., directorate 
meeting. Trenton, N J 

Universal City — Appointment of Henry 
McRae as production manager of Universal 
City, was confirmed by E. H. Goldstein of 
Universal Pictures Corporation, from the 
home office. 

WEDNESDAY, NOVEMBER 25 

New York — The Stanley Company of 
America, through Jack McKeon, New York 
representative, ridiculed the unfounded story 
of the planned purchase of control of the 
company for $7,000,000, which appeared 
November 24 in a certain New York film 
publication. "Fox, or anybody else, could 
not buy control of the Stanley Company of 
America for $70,000,000, to say nothing of 
such a sum as $7,000,000." 

New York — Incorporation papers of True 
Story Pictures, the latest of MacFadden Pua- 
lication enterprises, were filed at Albany. 
True Story Films produce screen versions of 
True Stories appearing in the various Mac- 
Fadden publications. The new comany, simi- 
larly produling, is capitalized at $100,000, 
wth G. L. Harrington, W. Thompson, and S. 
H. Wood, incorporators. 

New York — Al Boasberg is to assist in 
the production of Buster Keaton comedies, 
having resigned from F. B. O. He left 
for Hollywood. 

New York — D. K. Chatkin, general sales 
manager of Educational Exchanges, Inc., 
resigns that post early in December to join 
the theatre department of Famous Players- 
Lasky Corp. 

Hollywood, Calif. — Albert Rogell re- 
signed from Universal City, where he has 
been under contract for six months, direct- 
ing Art Accord in one picture and Jack 
Hoxie in "The Grinder," and others. 

FRIDAY, NOVEMBER 27 

New York — Bernarr MacFadden made a 
special statement to the Exhibitors Trade 
Review on the suit brought against him by 
the Astor Distributing Company, denyng that, 
as the suit alleged, True Story Films, con- 
tracted by Astor for dstribution, had been 
late in delivery. Astor, so basing his suit, 
had filed plea for relief from contract. 
MacFadden was emphatic in denial of any 
failure on his side of the contract. 

New York — E. M. Ascher, Faultless Pic- 
tures, arranged with R. A. Rowland to pro- 
duce for First National "Good Luck," a 
Drury Lane melodrama. 

New York — Committee of the National 
Laugh Month Campaign for January, has 
arranged a complete line of accessories and 
publicity matter for the use of exhibitors. 

New York — Second day of the Federal 
case again Famous Players-Lasky de- 
veloped the point by Swain, defendant's 
counsel, that since Famous Players has no 
less than twelve powerful producing com- 
petitors, its alleged monopoly is pure "fic- 
tion." 



"Flashes of the 
Past" from Pathe 



Emanuel Cohen, editor of Pathe News, 
announces "Flashes of the Past" as a special 
added feature to each issue of the pioneer 
newsfilm during the Fifteenth Anniversary 
period, which began on November 14th. 
"Flashes of the Past" will, as the title im- 
plies, bring back to the screen the newsfilm 
highlights that have been presented in Pathe 
News during the past fifteen years. 

Such outstanding world events as Theodore 
Roosevelt's Trip into Africa in 1910, the 
Coronation of King George of England in 
1911, the Indian Durbar in 1912, the Dayton 
Flood in 1913, the Rushing of Belgian Troops 
to the War Front in 1914, the San Francisco 
Pan-Pacific Exposition in 1915, the launch- 
ing of Border Raids by the Mexican leader 
Villa in 1916, the Outbreak of the Russian 
Revolution in 1917, the Armistice Celebration 
in New York in 1918, the German Delegates 
Receiving the Peace Treaty at Versailles in 
1919, Irish Free State Troops Fighting the 
Rebels in Dublin in 1920, Tribute to the Un- 
known Soldier at Arlington in 1921, the 
Smyrna Fire in 1922, the Earthquake and 
Fire in Japan in 1923, the Arrival of the 
World Fliers in Paris in 1924, and the Sail- 
ing of the ZR 3 from Lake Constance, Ger- 
many, to the U. S. in 1925, may be looked 
for in this historical as well as entertaining 
added feature of Pathe News. 

* * * 

Along Chicago's Filmrow 

H. O. Martin until recently Manager of 
United Artist Chicago office has been ap- 
pointed District Manager for Associated 
Exhibitors. Mr. Martin will be in charge of 
the exchanges in the Middle West and will 
make his headquarters in Chicago. 

Jerry Abrams, district manager for Re- 
nown Pictures, is no longer conected with 
that firm due to the fact that Renown Pic- 
tures have eliminated district managers. Mr. 
Abrams is very well known in this territory, 
having been connected with Renown since 
inception and withi a few days will announce 
his new affiliations. 

Every manager of Non Theatrical ex- 
changes in Chicago closed their desks Mon- 
day, November 23, to attend the funeral of 
James Jankowski, manager and owner of 
the Kinema Film Exchange, who died Fri- 
day, November 20. 

Among the visitors along Chicago's Film 
Row the following were noticed from New 
York: Dan Lederman, of Associated Ex- 
hibitors ; Leon Lee, of Chadwick Pictures ; 
Henry Ginsberg, of Banner Pictures. 

A testimonial dinner is being given in 
honor of John Mednikow (recently ap- 
pointed manager of Associated Exhibitors) 
by his exhibitor friends, at the Congress 
Hotel, Monday night, November 23. 

% % % 

Hour Service 

The Pathe News sent a special cameraman 
to Columbus, Ohio, Saturday to attend the 
Ohio State-Illinois game and to take pictures 
showing "Red" Grange's last Big Ten game, 
before the biggest crowd that ever saw a 
Western conference game. 

These pictures were shown at special late 
shows in Columbus, ^aturday night after the 
game. 

* * * 

Fire Investigated 

LOS ANGELES, Nov. 26.— Fire at the 
Fine Arts Studio, 4500 Sunset Boulevard, 
which caused damage of $80,000 and slightly 
injured Richard Thorpe, film director, is 
under investigation by police and building 
authorities. 



November 28, 1<>25 



Page 9 



Seidman's Tax Advice 



By M. L. SEIDMAN 

This is the third of a series of articles by 
Mr. Seidman of Seidman & Seidman, certi- 
fied Public Accountants, on how to prepare 
income tax returns, that will appear regu- 
larly in these columns. Mr. Seidman is' a 
well knozvn tax expert and has written num- 
erous articles on taxation. He will answer 
all income tax questions that might be di- 
rected to him by our readers. Questions 
should be addressed to him, c/o Seidman & 
Seidman. 41 Park Rozv, New York City. All 
communications must be signed by the in- 
quirer, but no names will be disclosed in the 
answers. 



Credits for Dependents 

In the last article we discussed the question 
of personal exemptions and we learned that 
an unmarried individual is entitled to an ex- 
emption of $1000, unless he is the head of a 
family, which gives him an exemption of 
$2500. We also found that a married person 
gets an exemption of $2500. 

In addition to the personal exemptions, 
there is what is known as a credit for de- 
pendents. A credit of $400 is allowed for 
each person receiving the chief support from 
a taxpayer. 

Let us analyze this a bit further. In the 
first place what do we mean by a "depend- 
ent?" A dependent is defined as a person 
under the age of eighteen or one who is men- 
tally or physically incapable of self-support. 
No matter how dependent in fact one person 
may be upon another, if that person is over 
the age of eighteen and is mentally and phy- 
sically capable of self-support, the other can- 
not take the $400 credit. Thus, a parent sup- 
porting a nineteen year old child through 
college would not be allowed the $400 for the 
support of that child, nor could a son take 
credit for the support of a parent, even 
though the son was the chief support of the 
parent, if the parent were mentally and phy- 
sically capable of self-support. 

Then, the taxpayer must be the chief sup- 
port of the dependent. By "chief" is meant 
that the person claiming the credit must con- 
tribute to more than fifty per cent of the 
amount required to support the dependent. 
It is therefore apparent that two persons 
cannot claim the credit for the support of 
the same dependent. On the other hand, un- 
less there is one person who is the chief 
contributor to the support of a dependent, it 
may be that nobody can claim the $400 al- 
lowance. Thus, if two brothers were to con- 
tribute equally to the support of a parent, 
neither one of them could take the $400 
credit, because neither one of them would be 
the chief support of the parents. 

Exemptions 

Note also that the $400 is allowed for each 
dependent. Where the taxpayer is the chief 
support of three individuals, his credit for 
dependents is therefore $1200. However, it 
is important to remember that a husband can- 
not take the $400 credit for the support of 
his wife, or vice versa, even though one is 
absolutely dependent on the other and may 
be less than eighteen or mentally and physic- 
ally incapable of self-support. Apparently 
Congress felt that in allowing the husband 
and wife a $2500 personal exemption, ample 
allowance was made for the general depend- 
ency of one upon the other. 

On the other hand, the head of the family, 
in addition to his $2500 exemption, can take 
the $400 credit if the person or persons de- 



pendent upon him come within the defini- 
tion of a dependent. A man living with his 
dependent mother, therefore, would be en- 
titled to a total exemption of $2900. It 
should be noted that even if his mother were 
capable of self-support, the son would still 
be entitled to the $2500 exemption as head of 
the family, although he could not take the 
$400 credit, assuming, of course, that the 
mother was in fact dependent on the son. 
As we have previously seen, all that is neces- 
sary to establish a person as the head of a 
family is that he actually support and main- 
tain in his own household one or more per- 
sons, irrespective of the age or mental and 
physical condition of those other persons. 

For fear that a contrary conclusion might 
otherwise be drawn from the foregoing, let 
it be specifically stated that it is not neces- 
sary for the dependent to live with the tax- 
payer in order that the taxpayer can take 
the $400 credit. That question is involved 
only to determine whether one is the head of 
a family. But the matter of dependents 
alone, the $400 credit is applicable irrespective 
of where the dependent may reside. For that 
reason, a son who contributes to the chief 
support of his parents who live in a foreign 
country would be entitled to take the credit 
for their support. 



Relation Unnecessary 

Nor should it be inferred that the depend- 
ent must be related to the taxpayer. That is 
not required at all. The credit may be tak- 
en whether the dependent is related to the 
taxpayer or not, so long as there is a real 
dependency as previously defined. 

In discussing the personal tax exemptions 
we saw that where a person was married 
during the year his exemption was prorated, 
based upon the number of months he was 
single and the number of months he was 
married. However, the credit for dependents 
is governed by the situation at the last day 
of the year. A parent might support a child 
throughout the entire year, yet if the child's 
eighteenth birthday fell on the last day of the 
year, or any time before that, the parent 
could not claim the $400 credit. On the 
other hand, if a child is born on the last 
day of the year, the parent supporting it can 
take the full $400 allowance. 

Let us now summarize what we have ob- 
served concerning the credit for dependents. 
We have seen that the taxpayer is entitled 
toa $400 credit for each person under the 
age of 18 or mentally or physically incapable j 
of self-support receiving his chief support 
from the tax payer. It was also brought out 
that a husband cannot claim credit for sup- 
porting his wife, or vice versa, and that it 
is not necessary for the dependent to re- 
side with the taxpayer, or be related to him. 
Furthermore, it is the situation on the last 
day of the year that determines the amount, 
if any, hat a taxpayer may be entitled to as 
a credit for dependents, irrespective of what 
may have been the situation at any other 
time of the year. 

Thus far in the series we have considered 
who is subject to the income tax, who must 
file returns, and the personal exemptions and 
credits allowed. We are now ready to con- 
sider the tax rates and the computation of 
the tax. That will form the basis of the 
next article. 

It has again been decided to defer the 
questions and answers on account of the size 
of this article. However, ■ beginning with 
the next article, the questions and answers 
will be published. 



Anniversary Week 
Helps Cash-Box 

SANDUSKY, Ohio.— Arthur C. Himme- 
lein made the third annivarsary of his as- 
sumption of managerical responsibilities at 
the Plaza theatre, this city, something more 
than a passing event. He arranged a special 
program for the entire week of November 
22-28, and cashed in on a "Third Annivers- 
ary" celebration. Throughout the week he 
dwelt among flowers, the gifts of admiring 
patrons. 

Hirnmelein, nephew of Jno. A. Himmelein, 
of Sandusky, owner of the Plaza, came to 
Sandusky from Lakewood. The Plaza had 
been sold by the Sheriff and for several years 
after, was the bane of several lessees exist- 
ences, losing money right along. 

Today, under "Art" Himmelein's manage- 
ment, the theatre is one of the best proper- 
ties of its kind in Northern Ohio. 

"Art" is very strong on giving the people 
the best to be had at all times and under all 
circumstances. 

* * * 

NEGOTIATIONS CLOSED 
ON F. P. L. HOUSE 

BIRMINGHAM, Ala., November 27.— 
Preliminary investigations of the proposed 
site of the Famous Players-Lasky House, 
have been made by a Chattanooga Construc- 
tion firm here in Birmingham. The building 
is to be located on the corner of Eighteenth 
street and Third avenue. Work on the build- 
ing will be begun about February 1st, accord- 
ing to an announcement by Joe Loveman. 
who has just returned from New York. Mr. 
Loveman will use a portion of the building 
as an annex to the Loveman Joseph and Loeb 

Department Store when it is finished. 

* * * 

Full Speed Ahead 

The Norma and Cons'ance Talmadge com- 
panies at the United Studios will begin cast- 
ing within a few days for the two biggest 
pictures ever launched by the Joseph M. 
Schenck organization, while plans are being 
made on the Buster Keaton lot to resume 
an intensive production schedule. 

* * * 

"Midnight Sun" Arrives 

Prints of "The Midnight Sun," the big 
Universal special production, have arrived at 
the home office where they will receive criti- 
cal previews by H. O. executives. 

This spectacular picture was directed by 
Dimitri Buchowetzki and features Laura La 
Plante and Pat O'Malley, and contains col- 
orful vistas of the Russian Imperial Ballet 
and life at the Kremiin. 

3f£ $ $ 

Circuits Book "Buster Browns" 

Two important deals have just been made 
by the Universal Sales Cabinet on the Buster 
Brown series. One is for the Stanley Com- 
pany of America Circuit of Theatres in 
Philadelphia, and the other for the import- 
ant Kunsky Circuit in Detroit. 

* * * 

Johnny Hines for Mayor 

H. A. Sherman of the New Plaza Theatre, 
East Stroudsburg, Pa., reported an excep- 
tional run on the house when Johnny Hines 
and several of the cast made a personal ap- 
pearance for the showing of "The Li\te 
Wire" recently. 

Johnny was well received, and got a big 
hand when he put on his Charleston as he 
did it in the picture. Then, for a grand 
finale, Johnny, his brother et al "did the 
motions," while Bradley recited "The Shoot- 
ing of Dan McGrew." Popular vote among 
the audience was almost enough to elect 
him mayor of the town. 



Page 10 



Exhibitors Trade Revieu? 



Canada Discusses Quota Plan 



Hull Rotary Club Seeks To 
Introduce British Plan 
In Canada 

OTTAWA, Can.— Impo rtant refer- '■■ 
ence to the Quota Plan of the moving 
picture business in Great Britain was 
made by Raymond S. Peck, director of 
the Canadian Government Motion Pic- 
ture Studio^ Ottawa, at the meeting of 
the Rotary Club of Hull, Quebec, at its 
regular meeting last week, his address 
being illustrated with several short sub- 
jects recently produced by the Canad- 
ian Government. Mr. Peck told of the 
proposal for the adoption of legislation in 
Great Britain to provide for a certain per- 
centage of British pictures at all perform- 
ances in theatres in the United Kingdom. 
He thought that this would be an excellent 
example 'for Canada to follow. Mr. Peck | 
pointed out that American pictures were < 
supreme on the screen, even in the British j 
Empire, where 95 per cent of the subjects ! 
shown were of American make. i 

"It is a matter of concern to the British 
Government," declared Mr. Peck, "that so 
much of the motion pictures shown in differ- I 
ent parts of the Empire are of foreign manu- 
facture. All governments realize the tre- 
mendous possibilities of the film industry and j 
propaganda and legislation will soon provide 
that there must be a certain percentage of j 
British film shown in^any of the Old Coun- 
try theatres." 

In a recent interview, Mr. Peck declared j 
that the quota plan for cinemas in Great ; 
Britain would undoubtedly encourage many 
United States producers to make use of the 
proximity of Canada for the making of var- 
ious releases to qualify under the British re- 
quirements. 

Mr. Peck has been the motion picture di- ■ 
rector of the Canadian Government at Otta- 
wa for the past five years. In addition, he is • 
a member of the executive of the Society of 
Motion Picture Engineers, having been elect- 
ed to office last month. He is a former film 
exchange man, having been identified with 
the business in Toronto and Montreal. He 
is a member of International Rotary and is ' 
prominent in musical circles of the Canadian 
Capital. 

* * * i 

A Son of His Father 

Kirke Lucas is following in the steps of 
his famous father, Wilfred Lucas, and is 
becoming the most sought after juvenile on 
the screen today. Kirke is the third genera- 
tion of the Lucas family to seek a career as 
an actor. 

* * * 

Star Awarded War Citation 

Rosita Marstini, who played the French 
mother role in "The Big Parade," was award- 
ed a commendary citation by the Belgian 
government in appreciation of her work in 
the Belgian Red Cross during the Work*- 
War. 

* * * 

WEDDING BELLS 

Thanksgiving Day was a memorable oc- 
casion for Diana Miller and George Mel- 
ford. The day was doubly observed for in 
addition to the customary festivities the day 
had been selected as their wedding day. The 
ceremony was informal with only the inti- 
mate friends of the couple atending. 




"When will we four meet again?" — the, famous question of Shakespeare's plays 
answered when Harold Lloyd, Arthur Brisbane and his little daughter drop in on 
Mary and Doug while the latter was at work on "The Black Pirate" for U. A. 



LESTER SCOTT, JR., BACK 
IN N. Y. OFFICES 

The offices of the Artclass Pictures cor- 
poration are humming this week due to the 
presence of Lester F. Scott, Jr., President of 
Action Picture Inc., the producer of the 
Buddy Roosevelt, Wally Wales and Buffalo 
Bill, Jr., series of five reel features which 
are being distributed by Louis Weiss. 

Mr. Scott calls this visit his annual vaca- 
tion although he is making extensive plans 
for his next year's produ^iori with the three 
stars whose work is becoming a byword 
wherever action pictures are the public taste. 

It is expected that Mr. Scott's tentative 
plans for future production will soon be em- 
bodied in an announcement which will be 
made in the future. 

* * * 

'FRESHMAN' HELD OVER 

TORONTO, Can.— Harold Lloyd's "The 
Freshman" closed its special Canadian run 
at the Regent Theatre, Toronto, on Novem- 
ber 28, after a continuous engagement of 
five weeks, during which time the feature 
was shown continuously every day except 
Sundays. The run was conducted under the 
direction of Manager R. G. Brown of the 
Toronto Regent. Added numbers included 
a prologue, and a short subject called "Var- 
sity Life," showing scenes and incidents in 
and around the University of Toronto. 

MAE MURRAY AND 
BUSHMAN TO ATTEND 
FILM PREMIERE HERE 

NEW YORK.— When the new Metro- 
Goldwyn-Mayer picture, "The Masked 
Bride," opens at the Capitol Theatre on Sun- 
day, its scintilating star, Mae Murray, and 
Francis X. Bushman, who plays the leading 
male role, will be among those attending the 
first performance. Mr. Bushman just ar- 
rived in New York, and Miss Murray has 
been prolonging her visit here in order to be 
present for the premiere. 



OHIO PUBLIC SCHOOL 

SHOWS BANNED 

COLUMBUS, O.— Public school motion 
picture exhibitions for so long the bane of 
small town exhibitors, were dealt a fatal blow 
in Ohio this week by a ruling of the Attor- 
ney general to C. L. Swain, prosecuting at- 
torney of Clinton county. The opinion holds 
that school boards are without authority to 
spend public money for motion picture equip- 
ment or to enter into contract with private 
concerns for exhibitions when the contract 
involves public money, and admission is 
charged, though proceeds go to the schools. 

School boards, however, may expend 
money for motion picture exhibits when they 
are to be in connection with and a part of 
any particular branch of study in the school 
curriculum. The opinion does not say 
whether contracts for the showing of mo- 
tion pictures in schools can be made where 
no public funds are involved. 

The Clinton county prosecutor asked for 
the opinion after the school board of Blan- 
chester desired to renew a contract it has 
had with a motion picture firm to show edu- 
cational films in the high school buildings. 

The village of Blanchester has just one 
picture theatre. 

In many cities and villages throughout the 
state, motion pictures are shown in the 
schools, but just how these adventures are 
financed and what contracts are involved, the 
attorney general said he did not know. 

* * * 

Receives Silver Mounted Saddle 

A silver mounted saddle was presented to 
Jean Raymond, well known screen actress, 
by her friends in Cripple Creek, Colorado. 
Miss Raymond was at one time the Colorado 
Women's Rodeo champion. 

* * * 

Using Spare Time Profitably 

Olivia Burwell is using her "between pic- 
tures" time to good advantage. Olivia pur- 
chased a tract of land near San Diego and 
is busy cutting it into sub divisions. 



November 28, 1925 



Page 11 



PICTURE WOMAN 
FOR GOVERNOR 

One-Time Member of Censor 
Board Enters Primaries 



MT. VERNON, Ohio.— Airs. Evelyn Fran- 
ces Snow, of this city, former state motion 
picture censor, has announced her candidacy 
for the Republican nomination for governor 
in the primaries next August. She is the 
first woman to seek the governorship in Ohio. 

Mrs. Snow was named a member of the 
state moving picture censor board in 1921, 
later becoming chief of the division of mo- 
tion picture censorship when the state de- 
partments were changed under the David re- 
organization code. She served until June, 
1922. Since then she has spent her time lec- 
turing and traveling. 

* * * 

Cleveland Film 

Row Humming 

The last week on Cleveland Film Row was 
a busy one. Reported for the week were : . 

Ned Holmes, head of the Fox Exploitation 
department, visited with Roger Ferri, local 
Fox exploiteer. Mr. Holmes was accompa- 
nied by Mrs. Holmes. 

* * * 

Meyer Fischer, of the Fischer Film Ex- 
change, has moved his offices from the main 
floor of the Film Exchange building to the 
fifth floor in order to accommodate the in- 
crease in business. Mr. Fischer has just pur- 
chased the rights on "The Passionate Ad- 
venturer," featuring Alice Joyce. 

% % Hp 

Joe Greenly, former road man for Fischer 
Film Exchange, and Nathan Schultz, for- 
merly with the Lande Film Company, have 
launched the Ivanhoe Film and Vaudeville 
Exchange at 401 Film Exchange building. 
A number of state right pictures have been 
secured and negotiations for many more are 
pending. It is also their intention to supply 
vaudeville acts of all description ..to thea- 
tres. 

% •(« ♦ 

Al Goldman, a nephew of Davie Davidson, 
city man for the local Fox office, has been 
appointed road salesman for the same con- 
cern. 

* * * 

Allene Wise is the new addition to the 
Fox Exchange. She will assist Edward 
Graves, the cashier, in his arduous tasks. 

•t* 4* 

Frank J. Hunt, short subject booker of 
the local Fox office, has been promoted to 
take the vacancy made through the resigna- 
tion of Abe Chapman, head booker. Chap- 
man has been appointed booker for the -In- 
dianapolis Producers Distributing Corpora- 
tion office. 

i t*«f_ l ' ■". ifs ' ' iff ■ ' % 

Al Davis will cover the western part of 
this territory for the local Progress office. 

H. Hirsch has been appointed sales man- 
ager of the Cincinnati Progress office. Mr. 
Hirsch has been for years with the Cleveland 
office and has been promoted to his new po- 
sition through loyal service and efficient 
work. 

' ^ ♦ ♦ ' ' * •!' .'K 

Security Pictures Corporation has been 
organized with L. W. Chapman, George S. 
Spencer and Fred Schramm as active heads 
of the corporation. 

Security has the franchise on the Reed 
Howes, Billy Sullivans, George Larkins, Jack 
Perrins, Rayart specials and the Jans pro- 
ductions. The company has been incorporated 
for ten thousand dollars. 



Accessories Ready for 

National Laugh Month 



(Reprinted in full from. Exhibitors Daily 
Review.) 

The committee of the National Laugh 
Month campaign for January has been ex- 
tremely active in the past week and has ar- 
ranged for a complete line of accessories and 
publicity material for the exhibitors to Use.' 

A broadside has been prepared and is going 
out announcing the campaign. This is being 
mailed to every exhibitor in the United 
States and Canada and will be followed 
within , a week by a complete press sheet 
picturing the accessories and giving sugges- 
tions for a large or small campaign, which- 
ever exhibitors may desire to use. 

Arrangements have' been made with the 
Sweeney Lithograph Company of Belleville, 
N. J., to supply, on order, to exhibitors ban- 
ners, pennants, one-sheets and three-sheets. 
Special designs have been prepared for these 
and they are being sold at nominal prices. 

National Screen Service, with offices in 
New York, Chicago, San Francisco and Los 
Angeles, are making up a special animated 
trailer of the laughing head. Exhibitors who 
are using Screen Service trailers now ' will 
receive this about the middle of December 
as part of their regular service. 

Buttons about one inch in diameter " with 
the Laugh Month Slogan are being prepared 
by Bastian Brothers Company, of Roches- 
ter, N. Y. 

Arrangements are being made for special 
slides, "ad" cuts, mats and window cards. As 
soon as the details of these are worked iMt 
with the manufacturers, announcement will 
be made as to the prices and where they may 
be obtained. 

All the companies participating on the Na- 
tional Laugh Month committee are ordering 




samples of these accessories for their ex- 
changes and within a week or ten days every 
exchange will be displaying National Laugh 
Month material. 

The press sheet containing the list of the 
accessories arid the prices will be mailed to 
all exhibitors during the first week in De- 
cember so that ample time is given to every 
theatre man to get material which he needs 
to make Laugh. Month a success in. his par- 
ticular community. 

* * * 

First Run Theatres Show 

"A Dog's Life" 

First run theatres in New York and in 
Kansas City are showing "A Dog's Life," 
one of the Charlie Chaplin comedies which 
Pathe is bringing back to the screen, during 
Thanksgiving week. . ; . ; 

Warner's Theatre on Broadway, New 
York, and Liberty Theatre in Kansas City, 
showed this comedy .classic all this week. 

The booking of "A" Dog's 'Life" in such 
representative. theatres during a holiday week 
bespeaks the box-office value attached to 
Chaplin's successes as popular screen enter- 
tainment. There is no doubt of the audience 
appeal of the Charlie Chaplin comedies as 
represented by "A Dog's Life" and the other 
three classics acquired by Pathe under the 
half-million dollar contract with the noted 
comedian. 

"A Dog's Life" opened at the Liberty in 
Kansas City with an option for a second 
Week, and it is" almost certain that popular 
demand may extend the engagements in both 
the Liberty and in Warner's. 

■ w^i 




Page 12 



Exhibitors Trade Review 



Sorry we cannot give his name — but 
one of the big chain Exhibitors told 
us yesterday: 

"Exhibitors Trade Review and 
Exhibitors DAILY REVIEW I enjoy 
reading as they always tell the truth 
whether people advertise or not. If 
they will keep up this policy, the 
industry will be in a better condi- 
tion. These papers also give you 
the news without too much to wade 
through and the reviews are straight 
from the shoulder." 

Every sincere compliment like this 
helps us to do our work well. 



Production Highlights 



Chaplin to Make 

"The Suicide Club" 

_ LOS ANGFLES Nov. 26— Charlie Chap- 
lin has ideas in plan other than a film ver- 
sion of "The Dandy," at first contemplated 
as his next production. 

While in New York, it seems, he nursed 
some ideas of his own, with the result that 
he is now "digging in" on two new stories. 
One, recalling old music hall life in London 
with the possible suggestion of the "Suicide 
Club," will be started into form Dec. 10, or 
thereabouts. Chaplin, the whole life-and- 
laugh of it, as usual, will direct. 

It is understood that Henry Bergman will 
be included in the cast, as will Georgia Hale 
in the lead. 

The original film production of "The Sui- 
cide Club" was made by a new defunct com- 
pany. It is not known whether Chaplin will 
buy the rights for his new version. 



Five Completed Columbia 
Features in Laboratory 

"The Handsome| Brute," "Lure of the 
Wild," "Ladies of Leisure," "Fate of a Flirt," 
and "The Thrill Hunter," are scheduled for 
release before the Columbia 1926 season be- 
gins. "Lure of the Wild," which was di- 
rected by Frank R. Strayer, starring Light- 
ning, the wonder dog, and an all star cast 
headed by Jane Novak, is expected to be a 
box office production with all the record 
smashing qualities of "Steppin' Out," made 
by the same director, which has established 
new records in practically all the first run 
houses in which it has been shown. 



DIANA MILLER has been spending a 
large part of each day and incidentally a 
large .part of her salary in buying Christ- 
iws gifts, p trouseau and wedding gifts 
for her husband-to-be, George Melford. 

* * * 

MARIAN NIXON, Universal actress, 
has returned from Rio Vista, where she 
went for a rest following her role in 
"Hands Up," for which she was loaned to 
Lasky to play opposite Raymond Griffith. 

* * * 

WALTER HIERS returns to Christie 
stud o ext we k to conclude production 
on the fourth of his own starring series of 
comedies for Educational. Work has been 
suspended while Hiers recovered from two 
broken fingers, injured while at work on 
location. 

* * * 

THEODOR VON ELTZ'S "boyish 
figure" is causing him considerable worry 
His portrayal of youthful roles necessitates 
an athletic figure and between pictures 
von Eltz is confronted with the problem 

of an expanding waistline. 

* * * 

HAL ROACH has recruited two promi- 
nent vampires for comedy drama. The 
original vamp, Theda Bara, is to stage her 
return to the screen under the Roach ban 
ner and Gertrude Astor, one of the newer 
vamps, has been signed for a number of 
productions. 

* * * 

ROSA RUDAMI, exotic Cecil B. De- 
Mille actress, is anticipating her first per- 
sonal appearance in a motion picture thea- 
tre, to be made here with release of "The 
Wedding Song," in which she plays a fea- 
tured role. 

* # # 

JOHN BOWERS and Cissy Fitzgerald 

are erg-age 1 in a number of cimedy scenes 
for "The Danger Girl," in which Bowers 
plays opposite Priscilla Dean for Metropoli- 
tan. 

HELENE CHADWICK has just re- 
ceived a congratulatory telegram from East- 
ern officials of Universal for her dualage 
starring role in "The Still Alarm." 

LILYAN TASHMAN, for the past two 
days, has been engaged in retakes for "Rock- 
ing Moon," her first screen role under her 

new long term Metropolitan contract. 

* * * 

EDMUND LOWE'S costume for his 
present Fox starring vehicle indicate that a 
few years ago men wore clothes as colorful, 
as decorative and even as pretty as those 
worn by women. The picture is "Palaces of 



Pleasure" and Lowe is co-starring with Betty 
Compson. 

* # * 

LILYAN TASHMAN, Metropolitan 

star, is to be hostess at a dinner party at her 
home in Hollywood tonight. 

Guests for the occasion will include Misses 
Norma Talmadge, Florence Vidor, Bebe 
Daniels, Norma Shearer, Pauline Starke, 
Aileen Pringle, Eileen Percy, Hedda Hopper, 
Kathleen Clifford, Enid Bennett, Catherine 
Bennett, Marjorie Bennett, Ann Pennington, 
and others. 

Buffet dinner will be served the guests, 
who will participate in cards and the Charles- 
ton later in the evening. 

* * * 

JOHN ROCHE, who has been doing a 
real life "Jekyll and Hyde" in that he has 
been playing in two pictures at once — one 
demanding a villainous demeanor and the 
other a heroic characterization — is once more 
himself following completion of both roles. 

* # # - 

MITCHELL LEWIS has been signed 
by Marshall Neilan for a role in the latter's 
production of "Wild Oats Lane." Lewis 
at present is playing one of the leading roles 
in "What Price Glory" with the Los Angeles 
Company. 

* * * 

RUPERT JULIAN, who has just fin- 
ished "Three Faces East," directing the pic- 
ture and also playing the role of the Kaiser 
in the production, is enjoying a brief vaca- 
tion prior to the start of his next picture for 
Cecil B. DeMille. The latter part of this 
month he commences work on "Silence," 
Max Marcin's great mystery melodrama, 
which has been adapted for the screen by 
Beulah Marie Dix. 

BETTY COMPSON danced as Lola 
Montez the other night in the Philharmonic 
Auditorium, Los Angeles, in the theatre and 
ballet scenes in "The Palace of Pleasure," a 
Fox picture based on the life of the Irish 
girl who became the toast of all Europe. 
Henry Kolker appeared as her chief ad- 
mirer, the Portuguese premier, and Edmund 
Lowe played the romantic hero. 

MATTY KEMP, who has been playing 

bits at Universal for the last four months, 
has suddenly found himself started along the 
road to screen fame; Kemp, who is only 19, 
has. been loaned to Century Comedies for a 
series of pictures in which he will play the 
male lead. In his first picture Kemp will 
impersonate a newspaper reporter and will 
play opposite Wanda Wiley. In the second 
Kemp will play opposite Edna Marian. 




(Left), It is to laugh. Two 

pale-faces, A. Rogell and Ena 
Gregory, trying to show an 
Indian girl (none other than 
Helen Bruneau) how to apply 
the war-paint. Snapped be- 
tween scenes of "Overland 
Trail" for Universal. 




(Right) Barbara La Marr, her 

old self again strikes a few 
fascinating poses for her First 
National camera-friends. This 
is how she looks in "The Girl 
from Montmarte." 





November 28, 1925 






of X^ 4 




Members / Motion Picture Producers 
! Distributors of America bic~Wlll Hays J>mi 



bur^d 1 " hole 



' forego Righu CooKoOed 

Fun Msdoba) Picture; Inc. 
\3U NWiMo Avenue New VbrW 




A liiat national Picture 



Page 14 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 







SHIVER M 'TIMBERS 



AVAST THERE! We're 
Out For Treasure," yell 
the pirates in "Clothes Make 
the Pirate". 

Exhibitors can go these 
swash-buckling gallants of the 
Spanish Main one better; for, 
with the release of this rollick- 
ing comedy, exhibitors can 
truthfully shout : "Ho, Ho, 
Here Is The Treasure." 

The very mention of the 
word clothes is enough to make 
an exploiting showman's mouth 
water at the delicious prospects 
in store. Store! Ah, that's 
another word that conjures up 
alluring images to the mer- 
chandising mind. 

Think of it. In any business 
section ; in your own, neighbor- 
hood, any part of the town or 
country — where are there not 
clothing stores? Where are 
there not men, women, and 
even youngsters that are not 
continually visualizing them- 
selves in new, dressy clothes. 

When you think of the,se 
things, you are thinking of the 
high potential power that 
"Clothes Make the Pirate" has 
for adding customers through 
the magic medium of the tie- 
ups. But don't imagine that 
this film bases its main hope for 
success on tie-ups. In that di- 
rection, its promise is indeed 
bright ; but its greatest appeal 
will be on plain, unadulterated 
entertainment values. 




No Hold-Up 
in Prices 



HP HE above reproduction of one of the ad cuts available, to 
those booking "Clothes Make the Pirate", offers splendid 
opportunities Tor dressing up a window with 1 catch-lines. 
Catch-lines are the real salt of. poster advertising, ' and 
whether in window, on fence or in throwaway, its chances for 
results more than' outweighs the investment incurred. 
, As an instance of how the above can be used, you ' might 
head the announcement of a sale — and it makes no difference 
whether you sell clothes or tooth-brushes — "No Hold-Up," 
in bold eye-catching letters, and then in smaller letters, "In 
Prices at So . and So's General Store". The knife in the 
pirate's mouth might indicate the idea: "We-re On- the War- 
Path to;; CUT. Prices", followed ' by other details you wish 
to get across'. <■'■■'}' jfo '* '4v;.-'. '" '■■ ;; : ■ •"'■ % ^^•^^-'^—-■^ 
These examples indicate the excellent opportunities for 
capitalizing the ready-made exploitation practically inherent 
in a cut 'already- available to you. 7„"' - ¥ ■*> 



So far, space has been de- 
voted to describing the high- 
powered exploitation opportun- 
ities of "Clothes Make the 
Pirate. ' It is only pertinent to 
dilate on the fine entertainment 
quality the fiim boasts, and 
which, after all is the most im- 
portant thing, if the picture is 
really to satisfy audiences. 

Fun, good wholesome sport, 
which tickles the funny-bone 
at a jolly clip, is furnished by 
Leon Errol, who has never 
failed to create an atmosphere 
of mirth and merriment in a 
long stage career, before the 
public. 

When you see Errol careen- 
ing around in drunken abandon 
on his funny spindly legs, and 
then finally sink to the floor 
like a tallow candle, you're go- 
ing to explode with a volume 
of laughs. 

. As 1 for more tangible aSse't's 
to the film ; -just see how this 
cast -looms up as a box-office 
magnet:' Dorothy Gish with a 
characterization bit, 1 as only a 
member, of the Gish family can 
do it ; Nita Naldi at the height 
of her exotic charms"; ' Kdna 
Murphy exuding appeal from 
every pore ; Tully Marshall in 

'-- a — well you know Tully Mar- 
shall ; James Rennie in a part 
that will win the plaudits' of : 

"| f the women; and George Mar- 

' ion with a villainous^expression 
that would stop an eight-day 
clock. A treasure-trove of en- 

, tertainment. 



November 28, 1°25 



National Tie-Up and Exploitation Section 



Page 15 




He re 's Th e Tre a sure! 



MORE specifically, what is the 
side-splitting nature of the 
story of "Clothes Make the 
the Pirate" ? Ah, it's a pleasure to ex- 
plain. It has brought this viewer more 
laughs than a centipede has toes. 

Picture the opening scene in a tiny 
crooked street of Boston as it was in 
1750. Open the door of one of the 
quaint, colonial shops, and you enter 
into the private domains of "Tremble- 
-At-Evil" Tidd, who sews patches on 
men's pants, but can't boast a decent 
pair tor himself. Furthermore, 
Tidd is one of the kind that ducks at 
his own shadow. Add to this that a 
shrewish wife, with a tongue which 
cuts deeper than a mule-driver's whip, 
constantly guilds the domestic scene, 
and you have Tidd's character pat. 

But, no. This timid, shrinking Tidd 
reads stories of Captain Kidd on the 
sly, and himself aspires to daring deeds 
on the Spanish Main. Secretly, he ex- 
presses himself by donning the com- 
plete outfit of a pirate and strutting 
around with a bold swagger. One day, 
Tidd's wife walks in on him while he's 
attired in this fashion, and she rushes 



Open the Chest of Profits 
by Booking "Clothes 
Make the Pirate" 




Nita Naldi, in her exotic fashion, embel- 
lishes this film to the full height of her 
powers. Won't the women eye her clothes? 

out to call down the law on the villain- 
ous intruder. 

Thus, circumstance forces Tidd into 
the very arms of a buccaneer's "exist- 
ence, abetted by "coincidence when Tidd' 



hides in the very boat, in which the 
crew await Dixie Bull, piratical terro v 
of the seas. Tidd is taken for Bull, and 
before he knows it, is in command of a 
ship on foul deeds bent. 

Circumstance again plays into 
Tidd's hands, when his ship lowers the 
colors of a frigate on which his wife 
is passenger. She becomes his pris- 
oner, but doesn't recognize him because 
he's shaved off his whiskers. 

In truth, Tidd doesn't care for this 
lawless life, but is forced to continue 
by his crew. Tidd is compelled to 
head a landing party in an attack on a 
peaceful town. In the meantime, the 
pirate ship is overhauled by the return- 
ing frigate and defeated. On shore, 
Tidd finds himself up against the real 
Dixie Bull, and just as it seems he 
must bow to a bloody end, the pirate 
trips, and Tidd makes him prisoner. 

Conclude then, with Tidd's royal trip 
back home, a hero .in all people's eyes 
as well as his wife's, who has returned 
before him to prepare a comfortable' re- 
ception, and bow to -his superior powers 
with a meekness becoming to the spouse 
of " a swash-buckling, dare-devil-. '*> • 




Edna Murphy 
has that rare 
thing, dear to the 
heart of adulating 
audiences, called 
"charm". It glows 
with an iridescent 
quality in this 
film. 



A Most Peculiar Triangle 

TRIANGLES, as we've come to know them in story, play or song involve, in- 
variably a man tnd two women, or at least two women arid a mail? In 
"Clothes Make the Pirate," we have the rare occasion of featuring three women 
who are concerned with two men, concluding with the vampirish one. dropping 
out beaten, while the two more domestically inclined come into their own. " ,■ 

Sounds' somewhat complicated, doesn't, though on the screen the situation is 
unraveled with the simplicity of dividing an apple into four parts. Neverthe- 
less, that doesn't mean that a terrific domestic snarl doesn't ensue, one that 
contributes much of the entertainment to the film. Oh, yes, and one that, pan 
be capitalized in an exceptionally good exploitation way. 

For one thing, get the names: Nita Naldi, Dorothy Gish and Edna Murphy. 
Beautiful in looks ; prettily gowned, and acting, as only artists of such distinc- 
tion would offer. Costume shops present a fertile angle for window tie-ups, the 
stills telling the showman's story in a way that should spell profit for him. 




You've never seen 
Dorothy Gish in 
a part like Tidd's 
shrewish w,i f e. 
Oh my! Her 
tongue makes 4 
screeching buzz- 
saw seem like -the 
cat's purr. 



Page 16 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 



The Tie-Up Quartette 




JT must be a quartette. 

Otherwise it will fall flat. 
We here can deal only with 
the producer and the manu- 
facturer. The producer 
gives us the idea when he 
shows us the picture, gives 
us the stills, and allows us 
all the press book ideas, etc. 
Then the manufacturer must be ap- 
proached, and we get his cooperation 
through the many splendid window dis- 
plays he will furnish to 

Now, that's where you and the store 
keepers come in. The manufacturer 
would much rather send his display 
material right to the store keeper. It 
is the better arrangement for you, too. 



See that quartette up above? It is no attempt 
to characterize the persons really meant — but 
just have been dressed up in pirates costume to 
keep in the spirit of things. At any rate, they 
can be called the exhibitor, the producer, the 
manufacturer and the store-keeper. Now read 
the story. 

There is no reason why your theatre 
should be littered up with all sorts of 
window cards, paste-board boxes and 
empties. 

You sell the store keeper on the 
idea. It's a cinch to do that. It means 
increased business for him. An un- 
usual display always means increased 
business. Then you write us, and tell 



us your theatre name and 
the address of the store that 
desires to make the display 
for you. And leave the rest 
to us. You see, although 
the exploiteer of Exhibit- 
ors Trade Review does not 
figure into the quartette at 
all, he sort of fills the bill of 
he sheet music. 

Get that off, and you will have fallen 
in line with the ever increasing num- 
ber of showmen that have come to rec- 
ognize this form of exploitation — the 
Tie-up — as the greatest thing that ever 
hit the moion picure industry. 

Exhibitors all over the country have 
recognized its full value. 



Fixing A Window 



YOU should, if 
the store keep- 
er is a newcomer 
in the field of tie- 
ups, cooperate 
with him for the 
first window, 
There are several 
matters that are 
essential for both 
of you to get the 
best results out of 
what this paper 
arranges for you. 

Take for exam- 
ple, this dummy 
window arranged, 
featuring the book 
tie-up on the story. 
Holman Day 
wrote the original 
novel, and the pic- 
ture has kept the 
title that became 
so very popular 
all over the coun- 
try. 

Note that the 
card is not just put 
in bare into the 
window. There is 
a sufficient display 
of the books all 




Just picture a display like this in a store window on a busy thoro-fare. Will 
people stop to look at it? And if your theatre was named at the bottom of... 
the poster, don't you honestly think that they would remember it? You bet 

they would! 



around the win- 
dow, and at the 
same time some 
suggestive odds 
and ends of pieate 
life to add to the 
atmosphere of the 
tie-up. The cutlass 
and the flint-lock 
pistol, which can 
be borrowed from 
any antique shop 
add a great deal. 
The treasure chest, 
easily reconstruct- 
ed from some di- 
lapidated trunk, 
and the model of a 
three master all 
help to get the 
necessary effect. 

np HIS is just one 
example. It is 
almost impossible 
to explain all the 
other windows in 
detail. But get on 
your thinking cap 
— get the show- 
manship a n g 1 e — 
and you've gotten 
something real. 



November 28, 1<>25 



National Tie-Up and Exploitation Section 



Page 17 



CLOTHES MAKE 
THE PIRATE" 




Beautiful 
Hands 



Miss Edna Murphy 

in 

Leon tiwoL's Greatest Comedy 
P fc -^^''CLOTME6 MAKE 

THE PIRATE " 

at the Strand 

TMIS» WCCK 



It is interesting to see how added effect can be given to ordi- 
nary production stills by the use of scissors, and a little ink. 
As, for example, the picture in the poster above. This 
poster is a dandy for window tie-ups in every drug store and 
beauty parlor in the country. Cutex has a great line of dis- 
play material, and it is a national favorite among the women. 



AS IMPORTANT 
AS CLOTHES 

Women today are paying as much attention to personal 
charm and beauty, as they are to the matter of proper clothes. 
As a matter of fact, the comparatively sudden rise in the 
volume of beauty shop business that has struck the country 
is eloquent testimony, to the accessibility with which women 
can be appealed to upon the question of beauty. 

In "Clothes Make the Pirate," the entire theme embraces 
clothes, costumes and beauty. Right here you can take this 
photograph and tie-up with beauty parlors and department 
stores, which feature the sale of nail polishes and hand 
beautiflers. The Cutex Company will be glad to co-operate 
with you on any store-window tie-up. Take this still and 
mount it on an ordinary white cardboard, and letter as shown. 

Beauty Shop Tie-Up 

This same photograph and many others you will be fur- 
nished with offer splendid tie-ups with beauty aids for women. 
Any one of the following national advertisers will be glad to 
furnish you or the beauty-shop window you select, with hand- 
somely lithographed window display material with which you 
can tie the picture to. Vivi Face Powder (formerly Vivadou) ; 
Venida Hair Nets ; Squibbs Cold Cream. 

With a little time and preparation, some window card- 
boards (blank) and brush and ink, your letterer can frame up 
suitable cards to go into the windows along with the display 
material the companies will send you. Make liberal use of 
the photographs pasted on your cards. 



IF IT'S HAND MADE 



IT'S BETTER 

What woman doesn't like to knit? 
Not only is it economical and pleasur- 
able but it is an agreeable outlet for 
nervous energy. Window cards, based 
on the knitting propaganda will be wel- 
comed at all local novelty stores and de- 
partment stores. 

Perhaps you can arrange with stores 
to use a local woman shown in their 
store window doing some knitting and 
illustrating how it is done. Other 
angles are those of knitting contests for 
the patrons of your theatre, the pro- 
ceeds of the sale of the knit articles to 
go to some local charity. Fertile adver- 
tising opportunities lie here. Every 
woman patron in your locality ought to 
be sent a personal letter advising her of 
the contest you will hold and offering 
either prizes or passes. Advertise the 
contest in your newspaper advance ad- 
vertising or through circulars. 




.J 



Hgne from 'Clothes Make the Pirate ' 



f/i^fV Novelties of all kinds i 

i$ thlS ShOD ^ sorm as novel as 




National Pictore 51 

5tarrmg Leon Errol 

AT THE STRAND - NEXT FRIDAY 



Page 18 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 



Dresses — H ats — Jewels 
Perfumes — Cosmetics 

Novelties 

The Ladies Will Have T heir Say in This Picture 



YOU must never lose track of the fact that the major- 
ity of your business comes to you because Mrs. or 
Miss So-and-So says to the other half of the party, 
"I would like to see a picture tonight." Or if she does 
leave it to the judgment of the male members of the party, 
four out of five will say "to a picture show" and think to 
himself, "Here's where I save some dough." 

Therefore it will pay you to sell the ladies on "Clothes 
Make the Pirate." 

There are plenty of good tie-ups arranged and ready for 
you through the exploitation de- 
partment of Exhibitors Trade 
Review, all ready for your placing 
with the local storekeepers. For 
the women's tie-ups you will never 
get a better line than that which 
is offered you on this page. 



D 



Bring the playing of 



You Don't Have to Marry 
a Pirate to Buy 
These Clothes 



Using the above head as a catch 
line under the still of Nita Naldi 
in her gorgeous gown, and putting 
the card in a suitable display of 
woman's clothes, you will get a 
fine reaction in any dressmaker's 
window. 

The same applies to department 
stores and any other establish- 
ments selling dresses. For win- 
dow displays on recognized dress 
styles, two manufacturers are of- 
fered. If you are located in the 
East, correspond with us for the 
Kummel Manufacturing Company 
of New York. If west of the 
Mississippi, Hitsch and Davis of 
Los Angeles will co-operate with 
window displays, etc. 

SILK HOSIERY 

Did you ever see a woman who did not either wear, or 
wish to wear silk hosiery. That's another angle for the 
attention of the fairer sex. A display of Onyx Hosiery, 
sent upon request, will make a very attractive window. 
Dress up with stills, and use the treasure chest idea as ex- 
plained on page 24 to add to the interest of the tie-up. 




OROTHY GISH created a furor in New York re- 
cently when she showed herself on Fifth Avenue with 
a hand-made "Pirate Hat." It is all the fad now. 
Although there are no nationally known manufacturers of 
this hat, every millinery in the country has been making 
these hats to order. Stills of Miss Gish wearing this hat 
can be obtained upon application to these offices. We will 
be glad to furnish you with detailed copy for window cards 
as well. 

"Clothes Make the Pirate" to the 
attention of the best milliner in 
your town, and co-operate with 
her fully on making a real tie-up. 

// you can mail to us your play 
date on the picture, and the name 
and address of the milliner you 
have in mind, we will be glad to 
go through with all the details. 

FONTANIS REQUISITES 

Fontanis, Inc., a New York 
concern, has a corking line of win- 
dow display material available for 
beauty shops and counters, as well 
as for drug stores, etc. This com- 
pany deals in perfumes, a recog- 
nized national quality, and a full 
line of toilet requisites. Nearly 
every store in the country is fa- 
miliar with the line, and will ne- 
cessitate no trouble at all on your 
part to interest the storekeeper. 

THE ETERNAL FAN 

Synonymous with the coquette 
is the fan. All through the ro- 
mantic ages, the fair lady has al- 
ways cast her sly eyes over the top 
| of the little fan that was an im- 
1 ■ portant part of her dress. And 

IlllillilllllliP [j^y gt JjJ ^ m01 - e 

THE PIRATE'S JEWELS 

What would a pirate be if he were not able to get all the 
jewels he wanted? No good at all. At that rate, Leon 
Errol makes a real good pirate, for there are plenty of 
jewels on display in "Clothes Make the Pirate." These all 
make fine tie-ups with your local jeweler and with the 
jewel and novelty counters of department stores. 



November 28, 1925 



National Tie-Up and Exploitation Section 



Page 19 




AN EJ7ENTIAL PART 

OF 

MILADYlf DRE//- 



essential as Leon Crrols funny Clot~hes in 

ClOIHES MAKE 
THE PIRATE 



A LAUGH FROM 
START TO FINISH. 
All Week 

STRAND 



Clothes 

for the Pirate 

Jewels 

for the Woma 




COME IN AND VIEW OUR SELECTION --- 

|| Gentpare it with the Jewels of Mta Midi in u 

CLOTHES MAKE THE PIRATE 

AT THE STRAND ALL WEEK. 



The Jeweler's Treasure Chest 

Dig in Deep With a Merchandising Shovel and Scoop 
Out Bright, Shining Profits 



]Y7 ita Naldi, bedecked in pearl necklaces and exquisitely 
i_\ wrought bracelets, adds a scintillating appeal to her 
appearance in "Clothes Make the Pirate." This 
should find ready favor in the eyes of the showman with 
the knowledge of exploitation values in these ornaments. 

Take the subject of the pearls. The jeweler had learned 
by experience that the appearance of pearls in his window 
immediately draws the attention of feminine passersby to 
his wares. Pearls, since time began, have never failed to 
excite the feminine mind. There is a mystery and romance 
to their very appearance that is intriguing 

Offer the jeweler an opportunity to augment this natural 



T 1 HESE axioms about 
the worm turning, 
and the long lane that 
has no turning, must 
have more than a grain 
Df truth to them, for they 
certainly work out with 
a vengeance in "Clothes 
Make the Pirate." 

The photo to the right 
shows Leon Errol in the 
role of "Tremble-At- 
Evil." Tidd the man who 
was veritably afraid of 
his own shadow, finally 
rising to the aspired 
heights of a daring buc- 
caneer of the Spanish 
Main. Furthermore, af- 
ter defeating a naval ship 
to the best pirate's taste, 
among his prisoners he 
finds his own wife. The 
same, who only a few 
days before made life 
miserable for him in bit- 
ing, hen-pecking fashion. 

Then, there is the de- 
feated commander's pretty 
lady, friend, who had 
previously made Tidd a 
laughing stock. Last, but 




drawing power by allying the beautiful commodity to the 
figure of a well-known star, and you have a device infall- 
ible in its power for bringing store-keeper and exhibitor 
mutual profit. 

THE women — and the men too — will immediately be ar 
rested by the sight of Nita Naldi's picture in the 
window. They've learned that her appearance anywhere 
is synonymous with interest, intriguing human interest. 
Get this over to the shop-keeper, to every shop-keeper who 
sells jewels, trinkets and other commodities that embellish 
the feminine appearance with exotic appeal, and you have 
a co-partner that will help measurably to sell your film. 



not least, in the abject 
trio, is his own neice, 
whom he had tried to help 
in a marriage to his best 
friend, but which affair 
his wife spiked. 

And now here were the 
three in his power, and, 
oh, but didn't he lord it 
over them. All of which 
preamble is a fine sugges- 
tion as to how these in- 
cidents might be capital- 
ized in an exploitation 
way. Why not make a 
popular dscussion about 
the "Worm Turning." 
Why not, also, a prize 
essay contest, for men, 
in which the contestants 
tell what they would do 
were they in Tidd's place. 
An essay contest, with 
the subject, say: "How 
to Cure Henpeckers," 
would undoubtedly catch 
the public fancy, and 
offer some human inter- 
est material for the local 
paper to work on; .. 



Page 20 



National Tie-Up and Exploitation Section 



November 28, 1925 




Many Popular Players Support Stars 

In producing "Clothes Make the Pirate," in crinolines and brocades quite as seductive an 
Sam E. Rork chose not only two famous stars affair as in the slinky satin of today. Tully Mar- 
but a cast of players including at least four who shall in a splendid comedy role, Georr ? Marion 
are stars in their own right. Nita Naldi, as Vir- and James Rennie are other names twat mean 
gie la Tour, the Boston vamp, makes vamping money at the box-office. 



Exhibitors Trade Review National Tie-Up and Exploitation Section 



Page 21 




in "Clothes Make The Pirate" 

The illustrations on these pages are from still originality that make this picture the year's out- 
pictures available at all exchanges. Not only do standing feat of showmanship are also evident 
they make splendid lobby material but their use throughout the big line-up of accessories that 
in advertisements, news-publicity and window First National has prepared in order to do the 
displays is obvious. The same freshness and production full advertising justice. 



Page 22 



National Tie-Up and Exploitation Section Exhibitors Trade Review 



Clothes Make The Pirate 

Tie-Ups Get The Cash 




LAUNDRIES AND MODERN 
MACHINERY 

Sweet and sad ! Isn't she ? Dorothy 
Gish makes a pretty laundress but she'd 
look much happier if she had modern 
laundry machinery at her disposal. 
Modern washing machines, ironers, etc. 
Make local tie-ups with the laundries or 
hardware and electrical stores which 
feature labor-saving laundry devices. 
Use the above still on a series of 
window cards, calling attention to 
"CLOTHES MAKE THE PIRATE" 
— and others rebellious — when they 
wash the old-fashioned way. 



IN all your tie-ups, when 
effected, do not forget to 
stress the name of the pic- 
ture, "CLOTHES MAKE 
THE PIRATE." In all 
printed matter, in window 
cards, in throwaways, in pla- 
cards, get the name over big. 

The greatest natural tie-up 
with this title is clothes. One 
of the country's greatest clo- 
thiers, Goodman & Suss, of New 
York, are daffy on motion pic- 
ture window-card tie-ups on 
their clothing — the famous G- 
G-G brand of clothing. 

Secure space in the windows 
of every men's furnishing store, 
clothing or department store, 
handling this line and send in 
your request for a special win- 
dow display material. You can 
do the rest with your own hand- 
made cards and stills of Leon 
Enrol in fancy costumes. 




LAUNDRY DRIERS 

This still of Dorothy Gish hanging 
clothes in the back yard i n "Clothes 
Make the Pirate," also lends itself to 
a tie-up with laundries and labor-sav- 
ing laundry driers. 

Word your window card for laun- 
dries to say that "even pirates won't 
worry about their clothes, if handled 
through the Star Laundry, for they 
won't blow away. In windows of stores 
handling modern laundry dryers, have 
samples of the dryers in the windows, 
with stills like this one to accompany 
them. 



Sniff and Snuff! 

FAWNCY that ! Our spic and span dandy, played by Leon 
Errol is a lover of snuff. And quite the vogue too ! But 
not so much nowadays. Still, every cigar and cigarette store 
in town won't mind advertising their brands of snuff — or other 
smokes. Fix up your window cards with this still. Send in 
a request for window display material on the brand of snuff 
carried by the dealer or Garcia Grande Cigars, carried by all 
dealers. 

We'll send them to you for an effective tie-up. Offer half- 
price tickets to all smokers buying at each particular store, 
to come and see the picture, after making a purchase. 





Coaches or Fords? 

AH, for the good old days of colonial coaches and carriages. 
Yes, those days are gone, but the day of the Ford is 
here! Two possibilities present themselves. Get in touch 
with every local Ford dealer and get him to feature stills from 
the picture, and particularly this one shown here, together with 
appropriately worded window-cards. Emphasize that "Clothes 
Make the Pirate," and "A car makes the man." A necessity 
which no one can be without. The other possibility is 
that of advertising for old and broken-down automobile or 
carriage coaches, stationed in front of your house. 



November 28, 1 ( )25 



National Tie-Up and Exploitation Section 



Pa^e 23 



The Night Watch 



It doesn't take much 
to get some real 
good copy ideas out 
of the many stills 
that are available on 
"Clothes Make the 
Pirate." Every angle 
that could possibly 
mean anything for 
tie-up value is cov- 
ered. It is impos- 
sible to give them 
all a detailed ex- 
planation in these 
columns, and it is 
hoped that the ex- 
hibitor looking at 
the posters laid out 
here will treat them 
in the light of a 
guidance for other 
stunts and posters 
•hat might be pe- 
culiarly suited to his 
own type of house. 
Each still tells a 
story. Each still will 
suggest some good 
angle to the live ex- 
hibitor. Follow up 
on them. They are 
the cheapest and the 
best form of pub- 
licity. Every poster, 
with a still from the 
picture, placed in 
the window of a 
store, means more 
seats sold on the 
days of showing. 




Clothes Mxke 
the Pirate 

But Pirates Never Had Time For 
NIGHT CLOTH ES — 

'jjjflg* The S^4, 



ALL WEEK. 



Show your artist this 
poster to the left as 
an example of how 
to apply the sugges- 
tions of the stills to 
the finished copy. 
Warn him to avoid 
going into fancy let- 
tering. The idea is 
the catch line — the 
real eye attraction. 
Then tell him to 
stick to simple one 
stroke lettering. It 
is cheaper for you, 
and more effective 
to boot. 



A Night Shirt 

The old-fashioned night-gown or the 
union suit. Which? Many people pre- 
fer the old-style ; many the new. Edna 
Murphy prefers the old, in this picture, 
but in private life she probably wears 
Sealpax, the new union suits for 
women's under-clothing. 

Pajamas and union suits. More and 
more women are expressing their new- 
won economic freedom by wearing 
what they please and these near ap- 
proach to men's pajamas and union 
suits, please them. 

A most attractive window display 
card which this photograph will make ; 
coupled together with a set of litho- 
graphed and illustrated window dis- 
plays which the Sealpax people, Oppen- 
heim and Obendorf of Baltimore, will 
send to you or any department or dry- 
goods store, ought to create the inter- 
est of passers-by. 



ill in ^our Idea 

oj Leon Errol- 




cA Prizg, 

l for l 



I 



Jor the (fiest ! 

See him in 

"CLOTHES MAKE 
THE PUCAJTJE" 



Art Contest 



Contests never fail to draw the in- 
terest of old and young alike. Start 
a contest, which can be widely adver- 
tised among the younger element of 
picture-goers, offering small prizes to 
those drawing the best outlines of the 
blank face of Leon Errol. illustrated 
here to the left. 

Have a large quantity of circulars 
printed, reproducing this still and your 
offer. Play up the name of the picture 
and the stars. Tell them the face is 
that of Leon Errol, and to tie it up and 
even create a greater response would 
be to publish a full-face view of Errol 
in your local paper, in an ad of the 
playing of the picture. 

The readers of the paper will then 
know what Errol looks like and there 
will be an easy incentive for them to 
draw his face on the other circulars... 
you distribute to each patron, 



Page 24 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 




IF you want to get the kids started on a parade, just 
hand out about fifty of these hats to them. The hats 
can be bought at a very reasonable price from the First 
National exchanges. They are made up of a flat piece of 
paper with a slit for the head. 



Perhaps you can interest a nearby toy store to make a 
display of dolls in the window, and have each of the dolls 
wear one of these hats. 

And by the way, you hardly need any better suggestion 
for your marquee than a big cut-out of a pirate hat. 




oos Make The 



IF there was ever a picture made for Ballyhoos, this is it. It has 
spectacular elements, romance, the land of make-believe for the 
youngsters, hopes of hidden treasure, adventure, life on the bound- 
ing-main, etc. Play up every ballyhoo you ever used before and then 
some. The picture has thrills and that's what you want to give the 
fans in your ballyhoos. 

SIX FOOT STILTS! 



A Pirate Parade! 

The first and most spectacular 
ballyhoo which you must pull in 
your town is a parade of 
pirates ! Can you imagine the 
way at which every boy and 
youngster in town will want to 
dress up as a pirate and join such 
a parade through the town? 

Enlist the co-operation of every 
costumer in town. Masquerade 
shops too will have a plentiful 
supply of costumes and outfits for 
everybody at cut-rates. Get up 
a sufficient number of huge ban- 
ners and placards to be carried in 
the parade. Enlist the services 
of a band, if possible. Give the 
outside men in the procession 
quantities of throwaways to be 
thrown to spectators on the side- 
walks. At the head of the parade, 
either the bandleader or a special 
tumbler, dressed exactly like Leon 
Errol will furnish the comedy 
element. 

If this stunt doesn't make every- 
body in town want to see your 
picture, we'll turn pirate our- 
selves and play it for a treasure 
chest of box office gold. • 



A knockout of a scheme to attract 
every eye in town to your picture is 
this. Have an employee parade up and 
down the sidewalks of your theatre and 
locality. He will be mounted on six- 
foot high stilts, covered with a specially 
made pair of long-trousers to cover 
the stilts. This will place him about 
six feet or more above the heads of 
pedestrians, who will be constantly gaz- 
ing up at your man on stilts and read- 
ing the signs attached to his back or 
front. This stunt can't possibly fail, 
as the novelty of such a tall man and 
the six-league steps he takes will ab- 
solutely stop the town . 



A TREASURE CHEST FULL 
OF COIN 

ANOTHER eye-bulging scheme 
would be this. Dig up an old- 
fashioned treasure chest, from some 
antique store or furniture store. Ob- 
tain the aid of a local furniture store, 
to feature the chest in one of 
its windows. Then place placards 
around the chest, stating that this is 
the mysterious chest which the chief 
pirate in "Clothes Make the Pirate," 
found in the sunken ship. Make a 
mystery of its contents, with a prize 
offered to the one guessing what it con- 
tains. Have some other antique object 
of value in the chest, such as a valu- 
able candelabra, or choice of ancient 
weapons, or a number of bone skulls. 

A WAGON FLOAT! 

Here's a good idea for a street float. 
Build a pirate ship of light materials, 
preferably, compo board, on a truck. 
Put in a jazz band, or hire a calliope, 
the men to be in pirate costumes, while 
other pirates man dummy cannons at 
the side. You can arrange sails of 
white cloth, with skeleton heads, cross- 
bones and cutlasses, painted on them. 
Cover the sides of the truck with green 
and white bunting to represent water. 



USE SANDWICH MEN! 



Here is a great idea for sandwich- 
men ballyhoos. Get one or two sand- 
wich men, dressed up like the famous 
pirate, Long John Silver, and using a 
wooden leg, strapped to his own. 



Plaster his back with signs and have 
him parade through the principal 
streets. This scheme should be good 
for lots of newspaper mention. It has 
always proved effective exploitation. 




November 28, 1925 



National Tie-Up and Exploitation Section 



Page 25 



ATTRACTIVE LOBBY 
ATA SMALL COST 

THERE is no need telling the big theatres how to fix 
up their lobbies. The job right now is to get one up 
for the exhibitor who is not able to put into it two hun- 
dred dollars worth of art work — or a hundred dollars worth 
for that matter. 

You've got your stills to work with, for one thing. They 
really are a very attractive selection for "Clothes Make 
the Pirate," and we would advise that you use as many of 
them as you have room for in your frames. Then get a 
suggestion of pirate atmosphere. That 
does not mean that you have to make a 
den out of your lobby. All you require 
is the suggestion. A treasure cask, 
which can easily be made out of some 
old trunk, with a lot of trinkets show- 
ing on the top layer, is one way to do 
it. Another would be to exhibit a line 
of pirates' weapons. These would in- 
elude the old flintlocks, and the 
peculiarly shaped swords that were used. 
Or perhaps you can get a small model 
pirate ship. In fact any one item that 
has to do with pirates would be suffi- 
cient. 



Use Lobby Cards to 
Bolster Display 

After the first suggestion of the 
pirate atmosphere is attained, leave the 
rest to the lobby cards. The card 
shown in. the upper right hand corner 
of this page is one suggestion as to 
what could be used. 

The sketch is very simple to make, 
and any half-way decent artist would 
get us similar cards for you at a very 
reasonable cost. The First National 
press book on "Clothes Make the 
Pirate" has further suggestions for 
copy on these cards. Refer to them. 

Ushers and Doormen 

It is highly desirable that all your 
attendants during the run of "Clothes 
Make the Pirate" be suitably dressed in 
pirate costumes to carry out the atmo- 
sphere of the lobby. Whether men or 
women, these attendants should copy 
the style of Leon Errol's suit very 
closely — especially so far as the short 
pants are concerned. This feature of 
his clothes will be sure to get laughs 
in the picture, and is therefore the one 
point that ought to be accentuated in 
all your bally-hooing. 



Just a little sug- 
gestion for an 
attractive lobby 
card. The copy 
must carry the 
salt of the sea. 
It must also play 
up the leading 
players, especial- 
ly Leon Errol. A 
still, either show- 
ing the domes- 
ticity of the Bad 
Pirate, or show- 
ing one of the 
funny sea scenes 
with Errol's wab- 
bly legs in all 
their glory, 
should also be 
included. And al- 
ways a punch for 
the last line. 



Yo Ho — and a 



Couple 

of 
Shivers 

IT'S 
LEON 
ERROL 
in 




STILL 



"Clothes Make 
the Pirate" 

With Dorothy Gish— 
and other stars 

DON'T MISS IT! 



Y 




The Tie-Up Quartette Will 
Make Up the Prologue 

OU won't need anything better than a good male quartette dressed in pi- 
rate costume as shown on page 16 for your prologue. Giving your stage 
an appropriate setting, darkened lights, with just a few iron lamps and two 
candles sufficing for that matter. The quartette is sitting around a little wooden 
table drinking, (ginger- ale) 

You might as well have them pull a line on this angle — something like "How 
the deuce can a pirate be a pirate when 
he has to wear knet pants and drink 
ginger-ale ?" 

As the curtain goes up, they are 
laughing at something one has told. 
Then the next line is "Well, I can't tell 
you any stories, but I'll sing you a song." 
That's the lead line for the quartette to 
get into action. 

If any of the quartette can do a dance, 
so much the better. Especially if the 
dancer can imitate the rolicking style of 
Leon Errol. 

For a final touch, if you have the fa- 
cilities., use a gin, sweet and demure a 
la Gish to enter upon the scene. 



THE 



BOX OFFICE 
ANGLE 



What have you to got work with 
in "Clothes Make the Pirate?" Well, 
you have, among other matters 

LEON ERROL, DOROTHY GISH 
A MONEY TITLE 

And if that is not enough, consider 
the rest of the cast, Nita Naldi, the 
vampiest of the vamps. Edna Murphy, 
Tully Marshall. Rut always back to 
Leon Errol — the funniest comedian 
that ever was projected through a 
Simplex. 

The picture is a sure-fire hit. 
Laughs all the way through. Forget 
the forced gags — this is a case of 
pure comedy — natural laughs. 

Go on these features strong. Every 
dollar you put into exploiting the pic- 
ture will come back to you about ten- 
fold. You have a thousand and one 
angles to work from. Each and every 
one of these is the real goods. 



Page 26 



National Tie-Up and Exploitation Section Exhibitors Trade Review 



hake Hands 




an 




The Press Book 



OR in keeping with the theme of the picture, let's call it fTlHERE is a little story in the press book that tells about 
"Hands across the sea." The First National press the fact that every pound that Nita Naldi takes off in 

book on "Clothes Make the Pirate" is going to prove weight means added dollars to her salary. What a 

itself a real friend to you. There is nothing very elaborate corking idea for a publicity story, with a chance to interest 
in its makeup — but it sure has got the stuff in it. Six big the editor into getting up some sort of a reducing contest, 
newspaper pages of real, live, showmanship matter. Use Or perhaps you can work it out on a lobby idea, by putting 
it, exhibitors. Most of it was written and thought up with a free weight scale in your lobby, over which scale you can 
respect to the limited means of the majority of theatres in hang up a little placard with the copy as shown in the press 

handling their advertising and exploitation campaigns. book. Then there is the story on the new fad, The Pirate 

Wherever an opportunity presents . . hat, as introduced by Dorothy Gish. 

itself for you to get some free pub- There is an opportunity for you to 

licity through tie-ups or through the ^am ^ Rork presents: break right into the woman's page in 

newspapers, it is a safe bet that the LEON FRROI with an ^ °^ ^ our ^ding newspapers, 

men who wrote this press book have M^LaKJL^ LJKKmWJ J_i Read through these newspaper 

called it to your attention. You'll nODOTUV /^"IQU • stories with an open mind. The 

find plenty of street stunts, ballyhoos U\JS\\J 1 11 I v»I»Jl"l m press book can't place them for you. 

of all kinds, lobby ideas, prologue ^^ ^^g All it can do is to give you the bare 

ideas, novelties — and most important -gg^ M^Oslp^it^^^^ facts in an interesting style. The 

of all, you'll get a fair idea of the g^^ r *T^ -^'tf 1 * rest * s U P to y° u - And you as a 

excellent line of newspaper ad mats (fp^M Wjm p f -jL -g ffljf^i 1 Pf^iW^' showman, ought to know how to 

and cuts that are available for use w^^M m^^ WBfr^lll wSmM- make the most use of them, 

on this picture. sSftiMl^ Y^9jmT*^~^^ Jl r> J 

AT AJ ™ a a nd Cap ot fro gram Readers . 

Newspaper Ads ^H^m EL^l^ The P r °e ram readers are i ust as 

It is probably hardly necessary to ""'T.'T important, especially if your theatre 
call to your attention the fact that Vf? to"h W p« P rmts a sort of a house organ, or fan 
you are entitled to get some free 11 \ /^^f 3\\ '^ (,sh i"™p^ magazine (which, by the way is the 
publicity matter into the newspapers 8 A \\ f~y \k S3»piefc«fi3M greatest idea showmen ever adopt- 
that get your paid advertising copy. \\ wV ij «use one S day k Leon ^d) . Get the program shorts started 
Now, they are not coming around ^ifiL. frowned at it. just as soon as you book the pictures. 

your front doorstep to beg you for Vf^^^^I^Kj^v^ ffi&fa case - vou are ' ate * n & et ^ n S y° ur 

this free matter, You've got to call a J^w^rSwi^^^^^*^ mf\\^ t e i .MA P ress book we are reprinting some of 

their attention to it— and make it J^' :l ¥^lW^^^m^^^^^ S«Lj^'«b the more pointed paragraphs, 

very clearly understood that you ex- Start the ball arolling in a hurry! 

pect it. It pays. too. A column of 'mT)T^\}^^ : Sk'^^^ fcdl T v , . . t . . 

free matter is of more value to you ^U*^ — ^(/^T^, „ „ tL , Leo t *? ro \ ^° se * 7°- me r d L antlcs have 

, r , i • ,1 A Tint notional Picture ^Sfe^ been the laugh hits of Ziegfeld stage pro- 

than a column of ads, any day m the m'^VVV" u"nr m • ductions for y ears - ha * finally been 

week— if the free matter is of an in- Wlth Nlta Naldl > Tul, y Marshall, Geprge Marion draf ted as a sc ^ en ^ HJs fi / st star _ 

teresting nature. Adaptcd and m ^ ui by ring picture will be "Clothes Make, the 

That's another reason for reading marion Fairfax vmte, a side-splitting comedy of pirate 

thr nr PC c hr,nk pImqpW Tt rnntaint adventure just completed by Sam Rork 

the press book closely. It contains for First National It is booked for show . 

some very splendid newspaper read- maurice tourneur in S at *e Theatre next 

er copy. The same applies to the Dorothy Gish plays oppo- 

£or program reader3 1925's Comedy Supreme ™' — 

* Dorothy Gish has the leading feminine 

IK/f ~ L, „ T role in Leon Errol's first starring picture, 

IVlURe em l^UUgn ^ c * , "Clothes Make the Pirate," which is 

The line of nosters that are shown ^ tte OUggCStS Another booked for the Theatre 

the line ot posters that are shown next Her role is that of a 

on the facing page are of a very in- Here above is one of the many ads for shrewish New England housewife, and is 

teresting nature. There is a laugh newspaper use picked at random from the sa id to be the best Dorothy has ever done. 

in every one of them. They are the press book. Isn't it a corker? . . ' ' 

kind that will warm up your pros- Do you realize that even if you were not to bifsam^FiS tltiaSTtZcZ 

pective aodience before they get to use the ad, the drawing and the copy matter "Clothes Make the Pirate," which is 

your theatre — and that's the greatest suggests some real exploitation ideas for your booked for the Theatre next 

thing that you can do. Get your use. Press book, or tieup section, every idea with Leon Errol, the 

audience into a receptive mood, and that is presented should suggest another to -1 M £ sta i e T'u'^h ,f r "1 

• , .,, u- 4-u i • .j j , . fts with Dorothy Gish, Nita Naldi, and 

the picture will go over twice as big. that is presented should suggest another. ot her notables. 



November 28, 1925 



Page 





ight As Well Get 
Them Laughing 



T¥T HEN you have a comedy picture to put oner, it's not going to do you any 
' * harm if the audience comes in with the expectation of laughter. If you 
could tell each one of them a joke before they entered your portals, your picture 
would be a riot. If you haven't the time or inclination to do that, then place 
a little more than the usual reliance on this line of laugh posters that First 

National has issued for the Leon Errol 
laugh picture, "Clothes Make the 
Pirate." 

Leon Errol is an institution in New 
York. If he isn't in your town, these 
posters will soon enough get you and 
your townsfolk acquainted with him. 




Page 28 



Exhibitors Trade Review 




Presents 




t*'* n "«onol ftc( 0re 







You ought to play 
at least one All- 
Comedy Program 
in Laugh Month. 



'■ ■ ■ 

And have an ex- 

" 

tra comedy on 
every bill. 

v 

Book your Laugh 
Month comedies 
NOW from these 
great series of 
laugh- makers —and 

a 

tell your patrons 
about it 

• 

LUPINO LANE COMEDIKS 
HAMILTON COMEDIES 
BOBBY VERNON COMEDIES 
WALTER HIERS COMEDIES 
JT MM IE ADAMS COMEDIES 

MERMAID COMEDIES 

{Jack White Productions* 

TUXEDO COMEDIES 
CHRISTIE COMEDIES 
JUVENILE COMEDIES 
CAMEO COMEDIES 




"THE SPICE OF THE PROGRAM" 



EDUCATIONAL 
FILM EXCHANGES, Inc. 



November 28, 1925 




"Eighteen Carat' 



Universal 2 ree,s 

Edna goes to the city to make up to her father 
the loss of a diamond which she dropped and which 
was swallowed by a hen. She gets a: job in a shoe 
store but is fired because of her awkwardness. She 
is hired again and is instructed to deliver three 
packages containing clothes. Credulous Edna falls 
into the snare of a slick crook and is very sad when 
she learns the packages are missing. She finally re- 
covers them, and in delivering them to the proper 
party, she discovers the lost diamond near the giz- 
zard" of a roast chicken and departs happily. 

A delightful comedy that's sure to please. 
Certainly not a startlingly new story, nor is 
it particularly clever, but Edna Marian, pert 
and pretty as she is, gives it such a fresh 
touch that the result is more than satisfac- 
tory. 

She provokes laugh after laugh when, in 
the hopes of recovering the lost packages, 
she stops every passerby carrying a similar 
box, hurriedly examines it, and goes on with 
the search. 

* * * 

"Felix The Cat Tries the Trades" 

Educational 1 ree ' 

From the pen of Pat Sullivan again comes 
a very diverting cartoon. The aggressive 
Felix succeeds in landing the job as nurse- 
maid, but when even after climbing up the 
chimney and bringing down the moon for 
the baby, he can't quiet him, he quits, and 
tries his luck at brick-laying. His method 
of securing the job is certainly ingenious. 
The laborers whom he has mislead, all start 
firing the bricks at him which helps rather 
than hinders him, for the bricks all fly in 
place, and in no time the building is com- 
pleted and Felix collects heavily. 



'Marionettes" 



Educational 



1 reel 



A novelty that will make a most accept- 
able presentation on any program. 

"Marionettes" is done in natural color and 
is amazingly reminiscent of "The Voice of a 
Nightingale," the winner of the Riesenfeld 
short subjects prize. It strikes me that had 
"Marionettes" been produced before the 
awarding of the prize, it would have been 
mighty difficult making the decision. 

For one thing the color photography of 
"Marionettes" far surpasses that of "The 
Voice of a Nightingale." 

Hope Hampton is said to be most suited 
for this type of photography and this cer- 
tainly confirms the belief. 

"Marionettes" is an old but beautiful 
legend, exquisitely presented. The marion- 
ettes are given the freedom of life and love, 
and Pierrot and Columbine are sublimely 
happy until Columbine is tempted by gold. 
She leaves Pierrot only to return to him 
after learning that the material things are 
as naught compared with their happiness. 

"The Jail Bird" 

W. J. Winkler 1 reel 

An amusing "Alice" cartoon that will cause 
many a chuckle. It deals with the adventures 
of the petite star and her friends the cat 
and a turtle. Their escapades lead them to 
jail, from which they finally escape with the 
aid of an ostrich who uses their balls and 
chains as breakfast food. 

As usual, this one of the series offers more 
than laughter. It is a real marvel how the 
living Alice is blended into the picture with 
the cartoon drawings of the caricatured ani- 
mals. 

"The Jail Bird" is good entertainment for 
any theatre. 



Reviewed in This Issue 

"Eighteen Carat" Universal 
"Felix the Cat" Educational 
"Marionettes" Educational 
"The Fighting Dude" 

Educational 
"Pathe Review, No. 49" Pathe 
"Hold Everything" Pathe 
"The Bonehead Age" Pathe 
"One Wild Ride" Pathe 
"The Jail Bird" Winkler 
"Pale Moon" Polychrome 
"Santa Claus" Kleinschmidt 



"Pale Moon" 

Polychrome Scenic 



1 reel 



This interesting and different picture is 
used in connection with the singing of an In- 
dian love lyric. It depicts the customs of an 
Indian maiden during her wooing. There are 
some beautiful shots of skies, waters, forest, 
tepees, canoes, campfires, etc. And as the 
words of the song, which is not in rhyme, are 
projected on the screen, the singing accom- 
paniment may be disposed with if necessary. 
However, a rendition of the haunting Indian 
melody will enhance the value of the film. 
Advertise this one as something unusual. 

* * * 

"The Fighting Dude" 

Educational 2 reels 

Lupino is a poor little rich boy "with nothing 
to do and not enough energy to do it." His rival 
for the hand of Virginia is a big strapping specimen, 
so Lupino doesn't stand a chance. At the sug- 
gestion of the girl's father, he joins a gymnasium 
where he gets some rigorous training. When he 
believes he qualifies, he has a boxing match with his 
rival which proves Lupino has improved, but not 
sufficiently. 

Here is a rip-roaring comedy with Lupino 
Lane at his best. Don't hesitate to book this 
one ; in fact, if you've a feature you're not 
certain of, run "The Fighting Dude" in con- 
junction with it. It should give you renewed 
confidence. 

Lupino's experiences in the gymnasium 
supplemented by the actual fight are side- 
splittingly funny. That Mr. Lane will be 
doing big things very soon seems inevitable. 
His line of comedy is entirely different and 
individual. 

Exploit the fight for the benefit of the 
boys. And remember even those very 
strongly opposed to prize-fights will like this 
one for the comedy moments interspersed in 
the arena will soon make them forget their 
prejudice. 

* * * 



What Others Think 

11. 

SAM DEMBOW, JR. 

Famous Players-Lasky Corp. 

"We consider Red Seal pictures 
unique, distinctive, and entirely dif- 
ferent from any other short subjects 
on the market today." 



729 7th Ave. 




Y. C. 



Edwin Miles Fadman, Pres. 



Exhibitors Trade Review 




A happy audience 
will come again — 
and laughs mean 
happiness. 



Get back of Laugh 
/ Month by playing 
plenty of comedies, 
and advertising 
them. 

Here is a great 
national publicity 
drive for your 
benefi t . Ti e up 
with it* through 
your own public- 
ity and I advertis- 
ing and by using 
plenty, of 'the spe- 
cial accessories. 

Get your bookings 
set NOW for 
this . four - week 
comedy carnival. § 




"Pathe Review No. 49" 

Pathe 1 reel 

This presents a trio of entertaining sub- 
jects: "The Timber Farmers," showing how 
the government is replenishing the great 
Western forests ; "Makers of Men," show- 
ing how West Point builds America's mili- 
tary man-power; and "The Gorges of the 
Cher," Pathecolor views of a beauty spot in 
the Chateau Country, France. 

* * * 

"Santa Claus" 

Capt. F. E. Kleinschmidt 2 reels 

It is the night before Christmas. Two children 
are lying in bed, apparently asleep until their mother 
has retired. Then they sneak up to the sitting room 
to get a glimpse of Santa Claus, to speak to him, to 
ask him questions about his home in the far North, 
and what he does all year round. They fall asleep 
and then dream that Santa comes in and takes them 
on his knee, and begins to tell them all they wanted 
to know. 

This is a Christmas novelty that won't 
fail of appeal to the kiddies. The idea is 
novel, and the far North background faith- 
ful to the locales represented. Capt. Klein- 
schmidt has shot these scenes in the most 
northerly points accessible by a camera ex- 
pedition, and this fact is graphically borne 
out by the huge ice floes, the schools of por- 
poises, polar bears, and reindeer that figure 
in the close-ups. The story of Santa Claus 
is presented with a naive human interest 
that will undoubtedly bring glee and good 
cheer to the hearts of children. 

* * * 

"Hold Everything" 

Pathe l reel 

A fairly amusing comedy that starts off in 
very promising fashion, but without warn- 
ing, introduces the much overdone "theatre" 
gags. 

Katherine Grant is featured together with 
Eddie Borden and Martha Sleeper, although 
she is only seen in the first few scenes. She 
has such a sparkling personality that one 
cannot help but feel that "Hold Everything" 
would have benefited considerably by Kath- 
erine's reappearance. 

Eddie Borden and Martha Sleeper do as 
much with the antiquated situations as is 
possible. 

* * * 

"The Bonehead Age" 

Pathe 1 reel 

This Aesop's Film Fable cartoon compares 
favorably with its prototypes. There is the 
introduction of a new character — a beautiful 
bathing girl, as it were — who first leads the 
old farmer on, and then gives him the "cold 
shoulder." The broad satire with which this 
situation is handled will prove mirth-provok- 
ing, to say the least. 

$ Sji Sfi 

"One Wild Ride" 

Pathe 2 reels 

The "Gang," excepting Farina, build an unusual 
vehicle out of an old automobile and hitch a horse 
to the back to push it. They have a glorious time 
riding while Farina toddles along after them, crying 
for a ride. When the "Gang" leave the wagon- 
mobile because the owner of the horse claims his 
animal, Farina climbs into the vehicle. It is stand- 
ing at the top of a hill, and before Farina knows 
what is hapoening she is on one wild ride which 
ends when she collides with a watermelon wagon. 

Always diverting and deliciously refresh- 
ing are the antics of these kids, and in "One 
Wild Ride" they are given wide scope for 
their funmaking. 

Farina always distinguishes herself any- 
way, but in "One Wild Ride" she is given 
full play for about half the picture and 
proves conclusively that she can hold her 
own. She has the gift for registering all 
kinds of emotions, and on this wild ride she 
has an opportunity to display her versatility. 
In quick succession she registers fear, 
ecstacy, and nonchalance. She's a perfect 
darling, and if she fails to become anybody's 
favorite, the fault lies with the "anybody." 

The "Our Gang" trademark is a commen- 
dation in itself and "One Wild Ride" justi- 
fies it. 



News Reels In Brief 



Pathe News No. 96 



CULVER CITY, CAL. — Aquatic champions 
beware — baby mermaid enters the swim!: 
Bonnie Barrett, four years old, does crawl 
and back strokes with the skill of an ex- 
pert. RABAT, MOROCCO (except Balti- 
more and Washington) — New French Resi- 
dent Governor takes post in Morocco. M. 
Steeg, former Governor of Algeria, receives 
warm welcome upon arrival with escort. 
FLASHES OF THE PAST: 1910-1925.— The 
pulsing historical drama of the past 15 
years has been preserved in graphic record 
by the Pathe News. It now resurrects the 
greatest chapters of this epoch to make 
history repeat itself before your eyes. CO- 
LUMBUS, OHIO (except Cincinnati, Cleve- 
land and Chicago). — Red Grange plays his 
last intercollegiate football game. Record 
throng of 85,000 sees noted "Galloping 
Ghost" star as Illinois defeats Ohio State. 
ROME, ITALY. — Italian flier sets record 
for Japan-to-Rome flight; Premier Musso- 
lini is among thousands who greet aviator 
at Tiber landing after trip lasting 22 days. 
DIVING IN FLAMES. — A Pathe News Fif- 
teenth Anniversary Feature. NEW YORK 
CITY (Washington and Baltimore only). — 
Georgetown hands Fordham first defeat of 
season, 27 to 0. Washington team's vic- 
tory is considered one of the most surpris- 
ing reversals of year. 

International News No. 97 



ROME, ITALY. — Beware! says Mussolini, 
parading his power. Premier answers 
threats of foes by displaying Fascist army's 
might. WESTBURY, N. Y. (omit Boston 
and St. Louis). — Raises stingless bees. If 
you don't believe it's possible take a look 
at brave Mr. Storey trying them out on 
himself. BOSTON, MASS. (Boston only). — 
Elks in colorful parade at cornerstone lay- 
ing. Thousands attend ceremonies mark- 
ing forward step in building of new home. 
ST. LOUIS, MO. (St. Louis only). — Home 
city welcomes Secy, of War Davis. Big 
parade in honor of new army chief and 
host of notables join in greeting. LON- 
DON, ENG. — Film memories of Dowager 
Queen Alexandra. Intimate glimpses of 
King George's mother whose death has 
plunged all Britain into mourning. HKOGO 
KEN, JAPAN. — Thousands battle in "fight- 
ing festival." Japanese villagers revive a 
strange custom of their forefathers. NEW 
YORK CITY. — Champion canine jumpers 
set a new high record. Drako's leaping 
hounds in remarkable exhibition for Inter- 
national Newsreel. COLUMBUS, O. (omit 
Chicago, Cincinnati, Cleveland, Washington 
and Indianapolis). — "Red" Grange makes 
farewell appearance as gridiron hero. 
Greatest football player of the day plays 
his last college game. WASHINGTON, D. 
C. (Washington only). — Mrs. Coolidge sees 
Marines defeat Army. Leathernecks win 
20-0 in exciting gridiron match. BALTI- 
MORE, MD. (Washington only). — Array- 
Navv game thrills Goucher College girls. 
1: Plenty of action. 2: The victors cele- 
brate. BLOOMINGTON, IND. (Indianapolis 
only). — Indiana University's new stadium 
dedicated. Picturesque ceremonies open 
with placing of wreaths in memory of war 
heroes. LOS ANGELES. CAL. — Trio of 
daredevils frolic atop of airplane wing. 
It's the first time three men ever chose 
this particular spot for a place to get to- 
gether — but they should worry. 



Kinograms No. 5138 

NEW YORK. — Syracuse runners win 
cross country race. Pittsburgh second, 
Harvard third, in team score in six-mile 
intercollegiate contest. LONDON. — London 
welcomes a new Lord Mayor. Glittering 
parade and gorgeous floats from British 
possessions mark annual event. NEW 
YORK. — Santa's workshop going full blast. 
Crew of St. Nicholas speeds things up in 
toyland as great day of cheer draws near. 
ROME. — Joy-mad thousands greet hero air- 
man. Italian crowds give tremendous ova- 
tion to Command Pinedo after 35,000 mile 
flight. ALEDO, ILL. — Illinois has world's 
fastest corn husker. Thousands of farmers 
come for miles to see contenders from 
many states strive for title. A Kinograms 
Exclusive. CAMBRIDGE. — John and Eli 
battle to a scoreless tie. Harvard team in 
great comeback baffles Yale's powerful at- 
tack. 52.000 see game. PALO ALTO, CAL. 
— Biggest bonfire is Stanford fun beacon. 
University students hold rally with flaming 
tower more than fifty feet high. A Kino- 
grams Exclusiv. 



November 28, 1925 



Page 31 



BOX OFFICE REVIEWS 



THE BIG PARADE 

A Metro-Goldrvyn-Mayer Photoplay. 
From the story by George Slallings. Di- 
rected by King Vidor. Length, 10 reels. 

CAST AND SYNOPSIS 

James Apperson John Gilbert 

Melisande Renee Adoree 

Mr. Apperson Hobart Bosworth 

Mrs. Apperson Claire McDowell 

Justyn Reed Claire Adams 

Harry Robert Ober 

Bull Tom O'Brien 

Slim Karl Dane 

French Mother Rosita Marstini 

Jim Apperson, happy-go-lucky rich man's son, 
enters the great war as a buck private. He leaves 
behind his parents, a brother, and sweetheart, Justyn. 
While billeted in France, Jim meets Melisande, a 
French girl, and loses his "heart to her. Theirs is 
an idyllic attachment. The trumpets sound a sudden 
call to the trenches, and Jim and Melisande take a 
heart-breaking good-bye as he boards a motor lorry. 
Jim emerges from the great conflict minus a leg. 
Arriving home he discovers that Justyn has trans- 
ferred her love to his brother. He quickly returns 
to France for a blissful reunion with Melisande. 

By Michael L. Simmons 

'J'HIS is the kind of picture that moves a 
showman's reviewer to say to showmen: 
"Boys, out with your pencils. Sign on the 
dotted line. 'The Big Parade' is in! A 
walk-over for the cash-till. A picture that 
should put wings on your tickets and give 
the machine a clicking cramp!" 

That is one way of reporting on this fine 
screen achievement. Another way is to call 
attention to the specific elements that con- 
tribute toward its greatness. 

To begin with, you have the story by 
Lawrence Stallings. Stallings went through 
the war. He observed it with faculties 
trained by newspaper experience to project 
his mind incisively into the heart of things. 
He felt his environment with only such feel- 
ings as a man can experience who has 
emerged from the shambles minus one of the 
legs God gave him. 

This incisiveness, those feelings, have 
been molded into graphic form with a dra- 
matic force rivalling, if anything, the boom- 
ing of the hell-dealing "Big Berthas" de- 
picted in some of the scenes. Some of the 
material is frightfully grim. But how tell 
a war story without the grimness of inevita- 
ble details? Audiences may quiver, may 
squirm at the gory message of death, but it 
will grow on them as will also the by-play 
of exquisite humor and good cheer. 

Pictorially, the film attains great heights. 
Long range shots loom up in all the regal 
beauty of classic composition. The direc- 
tion inveigles you into not merely believing 
that it is all true, but that you are a breath- 
ing, venturesome, pitiful performer in the 
teeming spectacle. 

Perfection of detail is paramount. The 
acting is a revelation in purity of charac- 
terization and dramatic flawlessness. John 
Gilbert and Renee Adoree convey a wealth 
of meaning that comes only from inspira- 
tion. Their portrayals receive splendid co- 
ordination from those in the supporting cast. 



THE UNGUARDED HOUR 

First National Photoplay. From the story 
by Margaret Tuttle. Directed by Lam- 
bert Hillyer. Length, 6,61 3 feet. 

CAST AND SYNOPSIS 

Andrea Milton Sills 

Virginia Gilbert Doris Kenyon 

Bryce Gilbert Claude King 

Duchess Bianca Dolores Cassinelli 

Russell Van Alstyne Cornelius Keefe 

Gus O'Rorick Jed Prouty 

Steho Charles Beyer 

Elena Lorna Duveen 

Annie, the Maid Vivia Ogden 

The Butler J. Moy Bennett 

_ Virginia Gilbert is caught by her father just as she 
is about to elope with a casual boy friend. Gilbert 
Senior, dissuades her, and sends her on a visit to 
Italy, to be the guest of the Duchess Bianca, to 
whom he is engaged. There she meets Bianca's 
nephew, who is indifferent to feminine charms. 
Hoping to attract the Duke, Virginia feigns drown- 
ing. He rescues her only to discover her saving his 
sister a few minutes later. He succumbs to her 
charms. This sister has been indiscreet in her love 
with Count Stelio. Virginia, hoping to plead Elena's 
cause, is found with the Count in her room by the 
Duke. When Stelio leaves, Virginia discovers that 
Elena has killed herself. The Duke rushes to Stelio's 
room to kill him. In the struggle Stelio falls out 
of the window and is killed. The tragedy brings 
Virginia and the Duke to an understanding of their 
love. 

By Michael L. Simmons 

J FIND very little in this picture, outside 
some of the names in the cast, and the 
settings, that has much value at the box- 
office. The story is of little consequence, 
the acting uninspiring, and the treatment of 
all the values, quite commonplace. 

There is a grain of humor that comes to 
the surface now and then, carried out not by 
situation but by the titling. The titling is 
good. This film may find a niche in the 
small houses, supported by uncritical audi- 
ences. 

The picture has a sprightly start, opening 
up with a party at a high-society home to 
which the hostess has invited a gang of 
underworld toughs, intended to establish 
the restless, adventurous spirit of the hero- 
ine, supplies what little humor the film con- 
tains. It might have enlivened the film 
considerably had it been amplified, but it 
runs its complete course early in the first 
reel. 

In appearance, Milton Sills is the same 
impressive figure he always is, but somehow 
he fails to add any of his power to the 
story. That's just it, the story lacks force. 
Had Sills been capitalized to the able ex- 
tent of his unquestionable talents, the film 
probably would have achieved the object 
its director aimed for. 

Doris Kenyon is in turn vivacious, smil- 
ing, grave and subdued, but never with the 
moving power that a real flesh-and-blood 
portrayal suggests. There is no doubt but 
that Miss Kenyon has an entertaining bag 
of tricks, but somehow, she, too, fails to 
register. 

I have said something about excepting 
the quality of the sets from the charge of 
faultiness. The sets are really a redeeming 
feature. They are elegantly appointed, 
striking in design, and faithful to the locales. 



THE GREEN ARCHER 

Pathe Serial. Ten Chapters. From the 
novel by Edgar Wallace. Directed by 
Spencer Bennett. 

CAST AND SYNOPSIS 

Valerie Howett Allene Ray 

Jim Featherstone Walter Miller 

Abel Bellamy Burr Mcintosh 

Julius Savini Frank Lackteen 

Fay Savini Dorothy King 

Walter Howett Stephen Grattan 

John Wood William R. Randall 

Coldharbor Smith Walter Lewis 

Spike Holland Wally Oettel 

Butler Tom Cameron 

Elaine Holding Ray Allan 

Creager Jack Tanner 

In a New York suburb, Abel Bellamy, a day la- 
borer who has become a millionaire, resides in a 
castle the exact replica of a feudal structure. Valerie 
Howett, who believes that a woman missing for 
eighteen years is hidden away in this castle, pur- 
chases an adjoining untenanted estate. She bribes 
Bellamy's valet to supply her with information. The 
ghostly figure of a green archer haunts the premises, 
leaving arrows stuck into walls and doors. These 
are accepted as portents of destruction. A former 
prison warden who had been on calling terms with 
Bellamy, is suddenly refused admission to the castle. 
He threatens to reveal damaging information. That 
night he is found dead with an arrow through his 
heart. The questions now arise : Who is the green 
archer? Who killed the warden? What is the mys- 
tery of Bellamy? What is Valerie's interest in him? 

By Michael L. Simmons 

JF the next three reels of "The Green 

Archer" measure up to the promise es- 
tablished in the first three, patrons of serials 
are going to be treated to a highly satis- 
factory performance in the serial line. As 
it stands now, it is much better than most 
of the serials I've witnessed. 

Of essential importance in the success of 
a serial is its power to reach a climactic 
interest at the end of each episode, thus 
stimulating the spectator's desire to see the 
succeeding number. This, "The Green 
Archer" does with intriguing regularity. 

The interesting element that sets this one 
apart from the usual run of serials is the 
employment of the subject of archery. It is 
around this novel sport that the plot and the 
attendant particulars revolve. The use of 
the bow and arrow, demonstrations of re- 
markable skill, are worked into the dramatic 
sequences in a manner that is truly novel. 
They make for welcome innovations in a 
class of picture, which in most other cases 
depends on the lurid use of gun-play, black- 
jacking and sundry, for sustaining interest. 
Yes, archery is a welcome change and an 
interesting theme. 

A word about principals. They help 
measurably to make the picture as good as 
it is. The types are well chosen and con- 
vincing. The bad men really look bad. 
The hero is an alert, handsome-looking 
chap, of interesting bearing and intelligent 
countenance. 

Alleen Ray, as the heroine, deserves a 
paragraph to herself. She is, first, very 
pretty — an important thing in a serial; she 
is deft in her movements; and she has the 
personality that will keep the spectator's 
interest stimulated throughout. 



Page 32 



Exhibitors Trade Review 



HOGAN'S ALLEY 

Warner Brothers Photoplay, trom the 
story by Gregory Rogers. Directed by 
Rou Del Ruth. Length, 6 reels. 

CAST AND SYNOPSIS 

Lefty O'Brien Monte Blue 

Patsy Ryan Patsy Ruth Miller 

Michael Ryan Willard Louis 

Dolly Louise Fazenda 

A Stranger Ben Turpin 

Jewish Clothier Max Davidson 

"The Texas Kid" Herbert Spencer Griswold 

Battling Savage Frank Hagney 

Dr. Emmett Franklin Nigel Barrie 

Mother Ryan Mary Carr 

Al Murphy Frank Bond 

Lefty O'Brien, prize-fighter, takes a fancy to Patsy 
Ryan, a neighborhood tomboy. They become en- 
gaged. Patsy makes the acquaintance of a doctor, 
who, smitten by her charms, invites her and her 
father to his home for dinner. Lefty breaks in on 
the party and orders Patsy to leave. She refuses 
and returns his ring. Following this, the doctor gets 
Patsy on a train to the Adirondacks, eluding her 
father by a trick. Lefty is soon on their trail by 
auto. A wild race follows, brought to a thrilling 
climax, when Lefty changes to an airplane and 
boards the train just in time to save Patsy from 
the doctor's evil designs, and the train from going 
over the side of a trestle. 

By Michael L. Simmons 

'JpHIS film is pleasantly diverting while it 
confines itself to absurdities on the out- 
and-out burlesque order. A Hebrew co- 
median makes funny wise-cracks under the 
name of Abie O'Murphy. Michael Ryan 
would like to smash Abie one every other 
moment, but Abie wisely sports spectacles, 
and dares the Irishman to "hit a man vid 
glasses." 

You get your mood set to appreciate all 
this broad, easy-going hokum, reminiscent 
of the Webber and Fields style of enter- 
tainment. Suddenly, the theme switches to 
ripe, unadulterated "meller," and then you 
begin to wonder what the director had in 
mind. From that point the film is frankly 
bad. 

This is my chief cause for complaint with 
"Hogan's Alley." It suffers a directorial 
change of mind. It starts in Hogan's Al- 
ley, in a good, bluff comedy way and then 
hits out for parts miles from the ghetto and 
the city's dust. The further the action gets 
away from the city, the more exciting it 
tries to become but fails. 

There are very interesting prize-fight 
scenes. The atmosphere here is very real, 
and further augmented by the introduction 
of live celebrities from real pugilistic life, 
ivionte Blue's acting is good, in that he does 
everything required of him, but it is hard 
to accept his type as that of a hard-hitting 
knuckle-pusher of the city slums. One 
swallow doesn't make a summer any more 
than a cap and a jersey makes a tough 
fighting champion, and that again is where 
the picture is weak. 

In a dare-devil leap from an airplane to 
a railroad train, Blue is more in his ele- 
ment, and here he is quite satisfactory. 
Patsy Ruth Miller is in turn interesting as 
a street gamin, lovable in the robes of the 
gutter as well as those of the drawing-room. 

Summed up, you have here a picture that 
will give a none too critical audience some 
odd amusing moments, and which should 
have a particularly interesting appeal for 
fight fans. 



A DOG'S LIFE 

Distributed by Pathe Exchange. Written 
and directed by Charles Chaplin. 
Length, 3 reels. 

CAST AND SYNOPSIS 

Charlie Charlie Chaplin 

The Girl Edna Purviance 

A Dog Scraps 

Charlie has a tough time of it satisfying the inner 
man and keeping Scraps, his dog, supplied. When 
Scraps digs up a wallet which has been buried in 
their sleeping quarters — a backyard — for once it 
seems Dame Fortune has been smiling on them. 
But their joy is short-lived for the thugs who orig- 
inally hid the wallet, again take possession of it. 
Charlie, however, devises a clever means of rescuing 
the money and thereupon settles down to a nice 
peaceful life on a farm with a sweet little girl as 1 
his mate. Nor is Scraps denied the luxury of a 
comfortable fireplace. 

By Peggy Goldberg 

TYPICAL Chaplin picture which 
will more than please those who like 
Charlie. And who doesn't? It is being 
released as a three-reel special. 

"A Dog's Life" is akin to "Shoulder 
Arms" — though not containing the same 
number of screamingly funny situations, but 
certainly of a calibre. 

For example, picture Charlie furtively 
devouring one by one perhaps a dozen buns 
— imagine the nonchalant expression on his 
face each time the vendor turns around sus- 
piciously, unable to comprehend the disap- 
pearance of his wares. The repetition of 
the action gives it momentum and by the 
time the twelfth bun has been deposited in 
Charlie's mouth, this has developed into one 
of the biggest laughs. 

There is the usual Chaplin pathos which 
causes a choking feeling in one's throat, 
soon to be cleared away by a laugh. For 
instance, when he steals a frankfurter from 
the other side of a broken stile — and real- 
izes he's been caught at it, Charlie humbly 
puts it back, looking up smilingly at the 
policeman. The latter isn't inclined to let 
him off so easily, but Charlie deftly evades 
the hands of the law by rolling back and 
forth under the broken fence, finally mak- 
ing his escape by running as fast as those 
Charlie Chaplin feet can carry him. 

And thus he rambles on philosophically, 
so that one is filled with a sense of gladness 
when the final close-up shows Charlie hap- 
pily ensconced with pretty Edna Purviance 
and "Scraps" — to say nothing of the 5 or 
6 little "Scraps." 

What is more logical than exploiting 
Charlie Chaplin in your lobby display, 
newspaper advertising, community circular- 
izing, and in every other means of adver- 
tising you do? A Charlie Chaplin ballyhoo 
with Scraps, his dog, wearing a hat per- 
haps and carrying a pipe a la Charlie would 
undoubtedly attract attention. And don't 
forget the dog shops. 



It might be pertinent to add that 
one fairly large theatre, practically 
subordinated its feature in the lobby 
display, using the Chaplin announce- 
ment to lure in the patrons. The 
stunt worked handily. There is a 
cue for you. 



IRISH LUCK 

Paramount Photoplay. From the Saturday 
Evening Post Story, "An Imperfect Im- 
posler. ,, Adapted by Tom Geraghly. 
Directed by Victor Herrman. Length, 
6 reels. 

CAST AND SYNOPSIS 
Tom Donahue 

Lord Fitzhugh Thomas Meighan 

Lady Gwendolyn Lois Wilson 

Douglas Cecil Humphreys 

Solicitor Claude King 

Earl Ernest Lawford 

Doctor Charles Hammond 

Aunt Louise Grafton 

Uncle S. B. Carrickson 

Denis MacSwiney Charles McDonald 

Kate MacSwiney Mary Foy 

Tom Donahue, a New York traffic cop, wins a 
newspaper contest which gives him a free trip to 
Europe. He visits relatives in Ireland. His uncanny 
resemblance to Lord Fitzhugh leads to his winning 
5,000 pounds at the races, in the latter's name. 
Later he meets His Lordship and remains as his 
guest at the castle. Fitzhugh's sister calls, and 
thinking Tom is her brother, kisses and embraces 
him. She learns her mistake and is fearfully em- 
barrassed, but Tom puts her at ease, and is later 
instrumental in saving her brother from a gang of 
plotters, who would benefit by a will left by Fitz- 
hugh's uncle. In the meantime Lady Gwendolyn 
and Tom have learned that their hearts beat for one 
another and they plight their troth. 

By Michael L, Simmons 

rpHE film starts off with Tom Meighan 

. directing traffic in the uniform of "one 
of the finest." But just as we are visual- 
izing Tom in one of his familiar choice 
roles, the picture departs for parts across 
the sea, and we have the star in what is for 
him a decidedly new type of story. One 
that is dreamy, whimsical, and for a good 
part, dependent on pictorial lure. All told, 
it makes a satisfactory measure of enter- 
tainment. One that will have particular 
appeal for the Irish. 

Action is quiet until very late in the film, 
the story being allowed to run its course 
without being obtrusively jacked up with 
"pep." With another actor in the role, the 
film up to this point might even be termed 
"draggy," but with Tom Meighan exhal- 
ing very evident wads of personality from 
every proverbial pore, a sense of tedium 
never obtrudes itself. 

Later, action of a good intelligent sort is 
staged and gives the picture the balance it 
needs for those who crave excitement. There 
is an entertaining flavor throughout, even 
when the scenes are purely pictorial, as 
they are when Tom is being shown the 
country by his relatives. How those who 
retain fond memories of Old Erin will wel- 
come these shots! Close-ups of pretty 
streams, bridges, monuments and castles — 
most of which have been made known to the 
English speaking peoples of the world 
through sobbing Irish lyrics, contribute a 
pensive beauty to the background. These 
should find wide appreciation. 

There is an exciting scene in which Tom 
capitalizes his experience as a New York 
cop, by rounding up single-handed, three 
Irish gangsters on murder bent. This scene 
is perhaps more humorous than it is excit- 
ing ; in fact, most of the entertainment value 
of all the sequences are secured through 
touches that tickle the funny bone. 

You have an angle of exploitation here 
with your local police department. Invite 
a traffic detachment as your guests. It will 
create newspaper talk and add to your 
prestige. 



November 28, 1925 



Page 33 



BRIGHT LIGHTS 

M elro-Goldwyn-M ayer Photoplay. Adapt- 
ed from the Liberty Magazine Story, "A 
Little Bit of Broadway." Directed by 
Robert Z. Leonard. Length, 6 reels. 

CAST AND SYNOPSIS 



Tom Charles Ray 

Patsy Pauline Starke 

Gwendolyn Lilyan Tashman 

Marty Lawford Davidson 

Barney Ned Sparkes 



Patsy, a Broadway cabaret dancer, yearns for a 
change from the tinsel life of the Gay White Way, 
to something more simple and real. She receives a 
message to come to her mother's farm. There she 
meets Tom Corbin, kindred of the grass and trees. 
She falls in love with him, and he with her, but he 
misunderstands her relations with a visiting Broad- 
wayite. He decides he isn't good enough for her 
until he learns her ways, so departs for Chicago, 
there to attend to the business details of an inven- 
tion, and to learn the manners of the city man. 
She returns to Broadway. Later he appears at her 
hotel, atrociously gotten up in the clothes of a "big- 
town" sport, and extravagant mannerisms. She is 
revolted, and dismisses him. Tom learns from her 
room-mate that she loved him as he was. Quickly 
discarding his cheap effects, and assuming the man- 
ner of his natural self, he returns to Patsy, the meet- 
ing resulting in a reunion of hearts that beat for one 
another. 

By Michael L. Simmons 

J^NTER Charlie Ray in one of his old- 
time "village-hecker" roles. And, of 
course, since at this sort of thing Ray is in 
his element, we have here a satisfactory 
measure of entertainment; at least that 
part of it carried on Charlie's awkward, 
but able shoulders. The Broadway au- 
dience seemed to enjoy it hugely, and I be- 
lieve that most audiences will reflect the 
same appreciation. 

There are, of course, other elements of 
interest, besides Ray's character impersona- 
tion. Most important of these are the open- 
ing shots depicting life along the Gay 
White Way that "jack" built (as the titles 
had it). In these one discerns the very evi- 
dent hand of Robert Z. Leonard, who 
didn't let a chance slip to show rows of 
slim shapely legs doing the Charleston 
down flights of gilded stairs; corks popping 
to the tempo of jazz refrains and all that 
sort of thing. 

There's no doubt but that scenes of this 
kind are perfectly welcome to most au- 
diences, how little their relation to the 
working out of the story. In this case 
there is a pertinent relation between the 
night life scenes and the establishment of 
the heroine's character, so taking it all in 
all, the lapse of time in which Ray doesn't 
appear on the screen is profitably employed. 
That the moral in the story finally points 
out that all this is mere tinsel, and a very 
minor attraction in the lives of real people 
in search of real kinship, does not detract a 
whit from its allure to the eye. Broad, 
simple "hokum" marks the antics when 
Ray gets into action, seasoned in spots with 
the lightest dash of pathos; not enough to 
take seriously, but acceptable as a change 
of pace is welcomed in a ball-game. 
Though I liked Charlie, I can't say the pic- 
ture brings him back to the enviable posi- 
tion he once occupied in the Film Hall of 
rame. Probably not. This much I will 
say: Charles Ray gives a performance that 
on the whole makes for entertainment. 

Exploit Ray by advertising him as back 
to a part as of yore. 



TRIPLE ACTION 

Universal Blue Strealf Western. Story and 
Continuity by Tom Gibson. Direction 
by Tom Gibson. Length, 4,800 feet. 

CAST AND SYNOPSIS 



Dave Mannion Pete Morrison 

Doris Clayton Trilby Clark 

Donna Mendez Dolores Gardner 

Don Pio Mendez Lafayette McKee 

Pancho Harry Belmour 

Servant Floyd Ames 

Dave Mannion, a deputy ranger, loses his job 
through inefficiency to prevent cattle smuggling. 
Though disgraced, he determines to capture the gang 
and make good. He invades the enemy's country 
and is shot from his horse by the outlaw leader. 



The gang departs for the hacienda of Don Pio 
Mendez for refuge. The daughter of Mendez, who 

loves Dave, comes upon the prostrate hero, and he 
tells her to ride to town for the rangers. Doris 
Clayton, who is beloved by Dave, is lured to the 
hacienda by the gang. Her brother, an aviator in 
the ranger service, rides to the rescue but is wounded 
by shots from the hacienda. The rescuing force 
reassembles for another attack on the gang, and in 
a thrilling fight the outlaws are overcome. 

By A. Bernstein 

A NOTHER snappy action Western 
dealing with cattle rustlers and rangers, 
somewhat different from the average West- 
ern, in that the airplane service of the bor- 
der rangers is brought into play. Pete 
Morrison carries his part in a convincing 
manner ; although as the story was directed, 
the major part of the action is placed in the 
hands of the Spanish girl who loves him, 
and the aviator who aids in the rescue and 
in the machinations of the outlaw gang. 
This results in Morrison becoming a less 
virile character than he should have been. 

The episode of the attempted rescue at 
the hacienda is thrilling and full of suspense. 
The airplane shots are especially well done, 
and there is enough fighting and action in 
the episode to keep up a lively interest 
throughout. 

Morrison is supported by Trilby Clark, 
his sweetheart, Dolores Gardner, who 
would die for him, Harry Von Meter, his 
nemesis, Les Bates, the outlaw leader, and 
Milburn Morante as the whimsical side- 
kick. These five players do much toward 
making this picture satisfactory. While the 
story and the direction are not noteworthy, 
they are at least intelligently presented. The 
patrons of every house catering to Westerns 
will like this picture. Exploit Pete Morri- 
son, the border rangers and the airplane 
service. 

Heralds made up in toy airplane style, 
the kind that can shoot through the air, 
might be a profitable investment. 



The reviewers of Exhibitors Trade 
Review and Exhibitors DAILY RE- 
VIEW, don't content themselves with 
merely stating that a film is good, 
or otherwise. They state specifically, 
why. In describing just how and 
why a film measures up to certain 
standards, or fails, they are provid- 
ing you with a critical record that 
makes the best sort of booking 
guide. 



THE ONLY THING 

Metro-Goldwyn-Mayer Photoplay. From 
the story by Elinor Glyn. Directed by 
Jacl( Conway, under the personal super- 
vision of Elinor Glyn. Length, 6 reels. 

CAST AND SYNOPSIS 

Princess Thyra Eleanor Boardman 

Duke of Chevenix Conrad Nagel 

The King Edward ConneUy 

Sir Charles Vane Louis Payne 

Gigberto Arthur Edmund Carew 

Princess Erek Vera Lewis 

The Duke of Chevenix, British Envoy, arrives in 
Chekia to attend the wedding of the King to Prin- 
cess Thyra. The King is very repulsive, and his 
kingdom is on the verge of a revolution. The Duke, 
who has fallen in love with the Princess, determines 
to prevent the marriage, which has been arranged 
for political reasons. He has secret meetings with 
the Princess. Suddenly the revolution breaks out 
and a "Red" reign of terror follows in which the 
King is killed, and the Duke and Princess are thrown 
into the sea. The Duke manages to swim with the 
Princess until he reaches his yacht, anchored outside 
the harbor. Once safe, they embrace each other in 
betrothal. 

By Michael L. Simmons 

EXPERIENCE has taught exhibitors 
what to expect from the pen of Elinor 
Glyn, and when you are told that "The 
Only Thing" runs true to form, you know 
that the setting is somewhere south of the 
Balkans. You know also that a marriage 
between a bad king and a lovely princess 
is imminent, and that it will be thwarted by 
a handsome adventurer — this time an Eng- 
lish duke — and that after some goodly 
shots of lavish palaces, underground pas- 
sages and the like, real love will reap its 
just reward. 

That's exactly what happens in this pic- 
ture. There is much color to the settings, 
and no little diversion in characterizations, 
,but these are threaded together by a story 
that will hardly appeal to intelligent tastes. 
;For all that, there is a flavor of entertain- 
ment throughout the film, attained for the 
most part in amusing detail and good titling. 

Story and direction, then, are somewhat 
awry. The saving grace is the casting. 
The king is convincingly repulsive, as en- 
acted by Edward Connelly; Eleanor 
Boardman is, oh, so easy on the eyes, and 
well worth the courting of almost certain 
destruction, as hazarded by Conrad Nagel 
in the role of Duke. Arthur Edmund 
Carew is just the man for the leader of the 
revolutionists. 

There you have the best that can be said 
for "The Only Thing." To this should 
be added that Conrad Nagel's characteriza- 
tion contributes a definite amount of enter- 
tainment value to the film. It will be seen, 
therefore, that the picture is not without 
certain attractions. In fact, if one wishes 
to take the story less seriously, there is 
enough entertainment for average audi- 
ences. 

As a spectacle, in which kings, grand 
dames, nobility and such are trotted out es- 
sentially for eye lure, the film has a definite 
appeal for the curious. The love-making 
is rather mild for the usual Glyn brand of 
breast-heaving. The announcement that a 
Glyn story was on the program proved a 
magnet to a staggering turnout on Broad- 
way. There's your cue, and don't forget 
that book-shops do a land-office business 
with Glyn novels. 



Page 34 



Exhibitors Trade Review 



Where to Buy It 

Catalogs and Literature Listed in This Directory May Be Obtained By Writing to This Paper or to the Manufac- 
turers. To Insure Prompt Attention When Writing to Manufacturers, Always Mention Exhibitors Trade Review 



AISLE LIGHTS 

The Brookins Co., 1741 Euclid Ave., 

Cleveland, O. 
Exhibitors Supply Co., 825 South Wabash 

Avenue, Chicago, 111. 
Kausalite Manufacturing Co., 8129 Rhodes 

Ave., Chicago, 111. 

{Illustrated pamphlet on aisle lights) 

ARTIFICIAL. FLOWERS 

General Flower and Decorating Co., 228 
West 49th Street, New York. 

The McCallum Co., Pittsburgh, Pa. 

Prank Netschert, 61 Barclay Street, New 
York. 

(Illustrated catalog on artificial flowers) 
Schroeder Artificial Flowers Mfg. Co., 

6023 Superior Street, Cleveland, Ohio. 
Worcester Artificial Decorating Plant Co., 
194 Front Street, Worcester, Mass. 
ART TITLES 

O. C. Bucheister, 245 W. 55th St., New 
York. 

AUTOMATIC CASHIERS 

Brandt Automatic Cashier Co., Dept. U 
Watertown, Wis. 

(Illustrated booklet) 

CAMERAS 

Eastman Kodak Co., Rochester, New York 

(Illustrated catalog) 
Motion Picture Apparatus Co., 110 West 
32nd Street, New York. 
(Pamphlet on motion picture cameras) 

CARBONS 

M. G. Felder Sales Co., 1540 Broadway 

New York. 
National Carbon Co., 30 West 42nd St., 

N. Y. C. (projected carbons). 
Charles W. Phellis & Co., 130 West 42nd 

Street, New York. 
Hugo Reisinger, 11 Broadway, New York. 
CHAIRS 

American Seating Co., 8 E. Jackson Blvd., 

Chicago, 111. 
Heywood-Wakefield Co., Boston, Mass. 
Mahoney Chair Co., Gardner, Mass. 

CONDENSERS 

Fish-Shurman Corp., "S.O.G.," 45 West 
45th St., New York City. 
CURTAIN CONTROLS, AUTOMATIC 
Automatic Devices Co., Allentown, Pa. 
J. H. Welsh, 270 West 44th Street. New 
York. 

E. J. Vallen Elect. Co., Akron, Ohio. 
DECORATORS 

Carsen Scenic Studios, 1507 N. Clark, 
Chicago, 111. 

Gibelli & Co., 1322 Vine Street, Philadel- 
phia, Pa. 

United Scenic Studios, 30 W. Lake St., 
Chicago, 111. 

DISINFECTANTS, SPRAYS, ETC. 

Rochester Germicide Co., 16 Dowling 
Place, Rochester, New York. 
DYES, LAMP 

Bachmeier & Co., Inc., 438 West 37th 
Street, New York. 

FILM RAW STOCK 

C. P. Goerz American Optical Co., 317 
East 34th St., New York City. 

Eastman Kodak Co., Rochester, N^w 
York. 

Fish-Schurman Corp., 45 West 45th 
Street, New York. 
FLOOR COVERINGS 

Clinton Carpet Co., Chicago, III. 
(Illustrated pamphlet on carpet and rug cushions) 
FRAMES, MIRRORS, ETC. 

Stanley Frame Co., 729 7th Avenue, New 
York. 

(Illustrated catalog on display frames and bulletin 
hoards) 

Dwyer Bros., 620 Broadway, Cincinnati, O. 
INSURANCE 

Theatre Inter-Insurance Co., 137 South 
5th Street, Philadelphia, Pa. 
INTERIOR FURNISHINGS 

Robert Dickie, 247 West 46th St., New 
York. 

Reliable Decorative Co., Inc., 17 N. 10th 
Street, Philadelphia, Pa. 
LAMPS 

Westinghouse Lamp Company, 150 B'way. 
N. Y. C. 

Edison Lamp Works of N. J., Harrison, 

N. J. 

{Illustrated catalog on lamps and illuminating acces- 
sories) 



LAMPS, REFLECTING ARC 

Morelite Co., Inc., 600 West 57th Street, 

New York. 
Warren Products Co., 261 Canal Street, 

New York. 
J. E. McAuley Mfg. Co., 554 W. Adams 

St., Chicago. 

LAMP ADAPTERS 

Best Devices Co., 22 Film Building, Cleve- 
land, Ohio. 
(Illustrated catalog on motion picture equipment) 

LENSES 

Bausch & Lomb Optical Co., Rochester, 
New York. 

(III. catalog on lenses of all kinds) 
C. P. Goerz American Optical Co., New 
York City. 

(III. catalog on lenses of all kinds) 
Gundlach-Manhattan Optical Co., 767 

Clinton Street. S. Rochester, N. Y. 
Kollmorgan Optical Co., 35 Steuben 

Street, Brooklyn, N. Y. 
Projection Optics Co., 203 State Street, 
Rochester, N. Y. 
(Illustrated catalog on protection lenses) 
Semon, Bache & Co., 636 Greenwich 
Street, New York. 

(Illustrated pamphlet on lenses) 
L. Solomon & Co., 199 Wooster Street, 
New York. 

LIGHTING EQUIPMENT. SPOTLIGHTS, 

ETC. 

Display Stage Lighting Co., 334 West 44th 
St., New York City. 
(Illustrated pamphlet on stage lighting) 

Charles H. Bennett, Cleveland, Ohio. 
Best Devices Co., Film Bldg., Cleveland, O. 
Henry Menstrum, 817 6th Avenue. New 
York. 

Charles I. Newton, 244 West 14th Street, 
New York. 

(Illustrated catalog on stage effects) 

Sun Ray Lighting Products Co., 119 La- 
fayette Street, New York. 
(Illustrated catalog on spot and flood lights) 
Universal Electric Stage Lighting Co., 321 
West 50th Street, New York: 
(Illustrated catalog on stage and lobby lighting equip- 
ment) 

Dwyer Bros., 520 Broadway, Cincinnati, O. 
MARQUISE, METAL WORK, ETC. 

Moeschl-Edwards Corrugating Co., Cin- 
cinnati, Ohio. 
(Illustrated catalog on metal marquise, doors and 
sashes) 

The ProBert Sheet Metal Co., Covington. 

Ky. 

Edwin C. Reinhardt Mfg. Co., 326 2nd 
Street, Cincinnati, Ohio. 

MUSIC STANDS 

Liberty Music Stand Co., 1960 East 116th 

Street, Cleveland, Ohio. 
(Illustrated catalog on orchestra music stands) 
ORGANS AND ACCESSORIES 

Music Buyers Corp., 1520 B'way, N. Y. C. 
(Book on Motion Picture Sychnnization) 

Austin Organ Company, Hartford, Conn. 
M. P. Moller, Inc., Hagerstown, Md. 

(Illustrated catalog on theatre organs) 
Geo. W. Reed & Son, W. Boylston, Mass. 
Rudolph Wurlitzer Co., Cincinnati, Ohio. 

(Illustrated catalog on theatre organs) 
Viner & Son, 1375 Niagara St., Buffalo, 
N. Y. 

Cramblet Eng. Corp., 177 5th Street, Mil- 
waukee, Wis. (Evenheaters for organ 
Chambers.) 
PENCILS, SLIDE 

Blaisdell Pencil Co., Philadelphia, Pa. 
PRINTS, M. P. 

Consolidated Film Industries, New York. 
Duplex Motion Picture Industries, Sher- 
man St. & Harris Ave., Long Island 
City, N. Y. 
Rothacker Film Mfg. Co., Chicago, 111. 
PRINT PRESERVATIVES 

Counsell Film Process and Chemical Co., 
236 West 55th Street, New York. 

PRINTING PRESSES — (Hand) 

Globe Type Foundry, Chicago, 111. 
PRINTERS 

Filmack Co., 738 South Wabash Avenue, 

Chicago, 111. 
Kleeblatt Press, 351 W. 52nd St., N. Y. Ctty. 
Rialto Printing Co., 1239 Vine Street, 

Philadelphia, Pa. 
Hennegan Co., Cincinnati, Ohio. 



PROJECTION MACHINES, ACCESSORIES 

Brenkert Light Projection Co., Detroit, 

Mich. 

(Illustrated catalog on projection machines, flood and 
spot lights) 

J. E. McAuley Mfg. Co., 552 W. Adam St., 
Chicago, 111. 

Nicholas Power Co., 90 Gold Street, New 

York. 

(Illustrated catalog on projectors, accessories and 
lamps) 

Precision Machine Co., 317 East 34th 
Street, New York. 
(Illustrated catalog on projection machines and acces- 
sories) 

Superior Projector, Inc., Coxsackle, New- 
York. 

(Illustrated catalog on protection machines and acces- 
sories) 

Film Protector Corp., 811 Prospeet Ave., 
Cleveland, O. 

SAFES, FILM, AND SHIPPING CASES 

American Film Safe Co., 1800 Washington 

Blvd., Baltimore, Md. 
Russakov Can Co., 936 W. Chicago Ave., 

Chicago, 111. 

SCENERY 

Theodore Kahn, 155 W. 29th Street, New 
York. 

United Scenic Studios, Inc., 30 Lake 
Street, Chicago. 111. 

SCREENS 

National Screen Co., Film Bldg., Cleve- 
land, O. 

SHUTTERS 

Double Disc Shutter Co., 2100 Payne Ave. 
Cleveland. Ohio. 

SIGNS — FLASHERS 

Cramblet Eng. Corp., 177 5th Street, Mil- 
waukee, Wis. (Flashers). 

DeLuxe Studios, 833 W. Washington 
Street, Chicago, 111. 

SLIDES 

M. S. Bush, 52 Chippewa Street, Buffalo, 
New York. 

(Pamphlet on Illustrated slides to accompany pipe 
organ features) 

Radio Mat Slide Co., New York. 
Standard Slide Corp., 209 West 48th 
Street, New York: 

(Illustrated catalog on picture slides) 

SPLICING, FILM 

General Machine Co., 359 East 155th 

Street, New York. 
(Pamphlet on motion picture splicing machines) 

STAGE RIGGINGS 

Peter Clark, Inc., 534 West 30th Street. 

New York. 
J. H. Welsh, 270 W. 44th St., New York. 

SWITCHBOARDS, THEATRE 

Mutual Electric & Machine Co., Detroit, 
Mich. 

(Illustrated catalog on electric switchboards) 

THEATRES FOR RENT 

Wm. J. Smith & Co., 1457 Broadway, 
New York City. 

THUMBTACKS 

Solidhead Tack Co., 37 Murray Street, 
New York 

(Illustrated pamphlet on thumbtacks and punches) 
TICKETS 

Arcus Ticket Co., 352 N. Ashland Avenue, 

Chicago, 111. 
Globe Ticket Co., 352 North 12th Street, 
Philadelphia, Pa. 
(Illustrated pamphlet on roll and strip) 
Keystone Ticket Co., Shamokln, Pa. 
rrimount Press Co., 113 Albany Street, 

Boston, Mass. 
World Ticket & Supply Co., 1600 Broad- 
way, New York. 
(Illustrated pamphlet on theatre tickets and ticket 
registers) 

TRANSVERTERS — M. G. SETS 

Hertner Elec. Co., 1905 W. 112 St., Cleve- 
land, Ohio. 

VENTILATING 

Typhoon Fan Co., 345 West 39th Street 
New York. 



November 28, 1925 



Proof of What Screen 
Bulletins Can Do 



RadiO 



A" - * 
PATENTED 



-Mat 



THE most practical sort of evidence of the potential value of screen bulletins 
as builders of theatre prestige is to be found in the results that have been 
obtained by the Red Cross through the co-operation of theatre owners who 
have used the Red Cross bulletins in connection with the annual drive. Every 
Exhibitor, of course, appreciates the merit of the Red Cross cause and is glad 
to give his aid. But many Exhibitors who are doing their part in this drive and 
who have helped make a big success of the Ninth Annual Roll Call, have failed 

to take home to themselves the lesson that 
their screens, so powerful in selling the 
American people on the work of this great 
organization, can be made fully as powerful 
in selling the same public on the motion pic- 
ture theatre and its contribution to the life, 
happiness and general welfare of every com- 
munity. 

An an illustration of what the Red Cross 
thinks of the power of the screen bulletin, 
read the following taken from a recent bul- 
letin put out by Red Cross headquarters in 
Washington : 

When a Red Cross is flashed on the silver 
screen, from the eleventh to the twenty-ninth 
of November, look behind it and read the 
thrilling story of the American National Red 
Cross which, through the courtesy of the 
motion picture theatres will be told and re- 
told every day from Armistice Day to 
Thanksgiving. 

There are more than 17,000 motion picture 
theatres reaching approximately 15,000,000 
persons daily. The good that they accom- 
plish by co-operating with the Red Cross can 
not be estimated merely in figures. It has a 
heart interest as well. 

It is impossible for the screen to tell the 
story in detail. You will get the synopsis 
through a close-up view of the cross and the 
simple announcement that once more the 
American National Red Cross calls upon the 
people to support its work of concentrated 
service by joining the society during the 
Ninth Annual Roll Call. 

Iy you inquire just what that work is you 
will learn the following facts : 

$48,000,000 has been spent by the society in 
700 disasters in the United States since it was 
organized ; when the great tornado raced 
through the Middle West last spring the Red 
Cross was on the job immediately; in 14 
communities affected it gave rehabilitation 
service to 6,000 families; of the $3,000,000 
contributed by the American people every 
cent was spent for the disaster victims ; all 
expenses of administration were borne by the 
Red Cross. 

$53,000,000 has been spent for the disabled 
veterans of the World War and for the men 
of the regular Army and Navy and their fam- 
ilies since the Armistice. 

41,000 trained nurses stand ready to ans- 
wer the call in such emergencies. 

1,000 public health service nurses are scat- 
tered over the country engaged in a great 
campaign to make the nation well. 

21,000 were taught Life Saving this year 
under Red Cross tutelage. 

18,000 learned first aid to the injured. 

161,000 were taught the relation of food to 
health in a course of nutrition instruction. 

67,281 learned Home Hygiene and Care of 
the sick. 

1,317,718 surgical dressings, 173,822 gar- 
ments, and 97,450 pages of Braille for the 
blind have been produced by volunteer work- 
ers. 



IT IS THE POLICY OF THIS 
HOUSE TO SHOW ONLY 
CLE AM PICTURES 
If in Your Opinion We Ever 
Fail in This the Management 
Will Welcome Your 
Opinions or Advice 



is the Stationery of the Screen 



Non-melting — IS on-inflammable 

Screen Bulletins by 
the Exhibitor 

"Have found that Radio Mats 
increase my business with home 
folks as well as it does with 
strangers. I change them every 
two nites." — S. B. Hillock, 
Campbellsville, Ky. 

"I have been a user of Radio- 
Mats for a good many years 
and can state that they are a 
mighty handy thing to have on 



10,000 Typed Daily! 



RadiO 



-Mat 



BUT 10 DAYS MORE 

for the voting in the 
BEAUTY CONTEST 
One Years Free Admission 
to This Theatre 
To the Young Lady Receiving 
the Most Vo tes 
MISS MAY SIMPSON 
■ Now Leads With 301,753 Votes 



is the Stationery of the Screen 





Page 35 



Modern Theatres, Novel Con- 
struction, Projection Ideas, 
Equipment Helps, Theatre 
Management, A to Z Directory 
— Everything ! ! 

In the Equipment Section of 
the Exhibitors Trade Review 
Annual — out December 26. 
Free to Subscribers. $1.00 to 
Non-Subscribers. 



5,596,633 boys and girls make up the mem- 
bership of the American Junior Red Cross. 
They are being taught the duties of citizen- 
ship and the beauty and value of unselfish 
service. 

When the Red Cross calls the roll and the 
motion picture theatres flash the symbol, re- 
member that it is YOUR Red Cross which 
speaks. 

BUILDING NEW THEATRE 

ATLANTIC CITY, N. J.— Work was be- 
gun: recently by the Hoffman & Heenan Co., 
architects and builders, of Philadelphia, on 
the erection of the new Stanley owned theatre 
at Atlantic and Missouri aves.The theatre is- 
to be called the Earle. 

This is the second theatre to be erected by 
the Stanley company in this city recently, the 
first one being built at Kentucky ave. and the 
Boardwalk. The building now in the course 
of erection will be the largest the company 
has built in the state and will have a seating 
capacity of 2,000 persons. It is said that the 
building, which will be in keeping with the 
present one on the Boardwalk as to beauty 
and architecture is to cost over , half a million 
dollars. It is planned to have a 1 combination 
bill of vaudeville and motion pictures to run 
the year round. 

The old block of stores and houses which 
was between Missouri ave. and the Chelsea 
postoffice were razed last week and a special 
pumping system installed to keep the ground 
dry until the cement foundation is finished. 
The mason work will be done by Doughty & 
Burke, of Atlantic City. 



SUPERIOR QUALITY 

is the reason for 
the success of 

GOERZ 

FILM RAW STOCK 

Use this formula for best results: 
GOERZ LENS in your camera. 
GOERZ NEGATIVE RAW STOCK 

in your magazine 
GOERZ POSITIVE RAW STOCK 

for your prints. 



Sole Distributors 

Fish-Schurman Corporation 

45 West 45th Street 
New York City 

1050 Cahuenga Avenue 
Hollywood, Cal. 

IN CANADA: 
John A. Chantler & Co. 
226 Bay Street, Toronto, Ont. 



Page 36 



Exhibitors Trade Review 



01 

B 

o 



301 



lOOl 



THINK IN COLORS 



SEE IN COLORS 



O 

D 

o 




lO 

D 

o 



o 

D 

o 



DO IN COLORS 



WIN WITH COLORS 



D 

o 



INDISPENSABLE FOR CORRECT 

MOTION PICTURE 
MUSICAL PRESENTATION 

Not an Encyclopedia or Book 



BUT 



D A PRACTICAL METHOD 

O 

FOR OBTAINING MUSICAL RESULTS 
WHICH WILL INCREASE YOUR 



D 

o 

1 

o 

D 

o 



CHRISTMAS 
ATMOSPHERE 

for the theatre 

Can easily be created by the use 
of any of the various decoratives 
pictured in our latest catalogue. 
Holly wreaths, Christmas trees, 
poinsettias and other bright 
colored flowers and foliage are 
only a few of the suggestions it 
contains. 

FRANK NETSCHERT, Inc., 




Write at once for Catalogue 
No. 24. It is a revelation in 
artificial and natural pre- 
pared floral decoratives. 



61 BARCLAY ST. 



NEW YORK 



BOX OFFICE RECEIPTS 



D 

O 



D 



FOR PARTICULARS WRITE DIRECT TO 

MUSIC BUYERS CORP. 

1520 Broadway, New York 



o 

D 

o 



tOOE 



D 

[O 



Christmas 
Atmosphere 

for everybody 

Will be created when they see the 
greatest Trade Paper issue ever put 
out — Everything that means anything 
to the constituents of the motion pic- 
ture industry. 



Everything you 
want is in that 
issue. But if you 
have a ^strange" 

want tell us now. 

Forms close Dec. 
20, 1925. 



Exhibitors Trade Review 
ANNUAL EQUIPMENT 
NUMBER— OUT DEC. 26 




Lattice Hanging Baskets 
for 

Theatre Lobbies & 
Stage Set 

Booklet mailed upon request. 

Schroeder Art Flower 
Mfg. & Decorators, 

6023 Superior 
Cleveland, 



Ave. 



O. 



Mr. Exhibitor: Ask at the Film Exchanges 
for the 




It's little to ask for, but it's the only 
reliable aid you can give your musicians 
to help put the picture over. ' 



ANOTHER FIRST CLASS 

HOUSE FOR ENID, OKLA. 

Enid has now six first class theatres, all 
doing a fair business. The latest addition 
is the new Melba, under the management 
of J. Johnson. Two Powers, rebuilt ma- 
chines, and a Transverter have been installed 
by the Southern Theatre Equipment Co., Ok- 
lahoma City, Okla. The installation was 
made by J. O. Buckles, of the Southern 
Theatre Equip. The projection is under 
the supervision of W. L. Beckett. About 
400 new opera chairs have been installed, 
also other improvements have been made. 

* * * 

Lively Going for Claflin 

W. E. Claflin, of the Southern Moving 
Picture Corporation, Washington, D. C, re- 
ports the sale of twenty-five Holmes pro- 
jectors for use on battleships to the Navy 
Department. Other installations made by/ 
Mr. Claflin include a Raven screen in the 
Hospital at Anacostia, D. C, Motiograph 
equipment with Super-Lite lenses in the 
Wardman Park Theatre; curtains and drap- 
eries in the new Music Auditorium of the 
Congressional Library. "We are glad to 
say that business is picking up," says Mr. 
Claflin. 

* * * 

Ed McGuire for Preddy 

Ed McGuire, well known in Los Angeles, 
has been appointed representative in that 
city for Walter G. Preddy, theatre supply 
dealer of San Francisco. 



NEW BUILDING 

The Rudolph Wurlitzer Company may 
erect a new $500,000 building in Kansas City, 
according to Howard E. Wurlitzer, president, 
who was in Kansas City recently inspecting 
sites. 



BLANK'S 3,600-SEATER 

DES MOINES, Nov. 24.— The A. H. 
Blank offices have announced plans for the 
construction of a $1,200,000 picture theatre 
at Ninth and Locust streets, with a seating 
capacity of 3,600, twice as large as any thea- 
tre now in the city. 



Big Lamp Order 

L. H. Hoffman, Toronto manager of Per- 
kins Electric Limited, Montreal, reports clos- 
ing a big order for lighting equipment for 
the Girls' Club of the T. Eaton store in 
Toronto. The order included 15 baby spots, 
6-400 watt spots; 4-1,000 watt spots; 1-200 
ampere spot, and 6-1,000 watt box lights. 



MOVIE THEATRE 

BANNERS 

30<P Each 



WORDED TO ORDER— FOUR COLORS 
Size 32 in. or 36 in. by 10 ft. 30c — sizes over 
ten feet Sc per running foot. 
Hand Painted on Heavy Poster Paper 
(If a one sheet poster "cut out" is desired 

mounted on any banner add 20c to cost.) 
MUSLIN BANNERS— 36 in. wide, any length 
— 20c per running foot. ARTISTIC or 
plain one sheet size lobby SHO- 
CARDS, each — 90c. 
MOVIE TITLES TO ORDER 10c FT. 
TITLES 10c A FOOT FOR THEATRES 
AND ROAD MEN 

Sign Dept.. 
HOLLYWOOD FILM COMPANY, 

Box 1536 
LOS ANGELES, CALIF. 
Mail us a trial order TODAY. 
Positively No C. O. D.'s. 
Caih Must Accompany AU Orders. 



November 28, 1925 



Page 37 




FIG. 406 



Mecco" Marquise 

An artistic exterior is just as necessary to 
success as the right film inside the "house," 
and no one element adds so much attrac- 
tiveness as a carefully selected marquise. 

As manufacturers for years of structural, orna- 
mental and sheet metal building specialties, we 
have the most comprehensive designs at inviting 
prices. We can provide a type to suit any archi- 
tectural scheme, or design one to meet the indi- 
vidual taste of exhibitors or their architects. \ , 

Consider now the substantial increase in at- 
tendence you can achieve; write today for de- 
scriptive folder. — E. T. R. 

The MOESCHL-EDWARDS 
CORRUGATING Co. 

BOX 564 CINCINNATI, OHIO. 

Manufacturers of Mecco Ornamental Ceilings and Side Walls and 
Metal Projecting Booths 



Duplex Makes Unusual 

Offer to Exhibitors 

The Duplex Motion Picture Industries, 
Long Island City, N. Y., manufacturers of 
rewinders, splicing blocks, measuring ma- 
chines, reel-holders, etc., in short, everything 
that is necessary to booth equipment and to 
the exchange, are offering a combination of 
all their products at an unusually attractive 
price, assuring exhibitors in need of such 
products that it will be very much worth 
their while to take advantage of this offer 
at once. 

They boast of the fact that every item 
they manufacture is of the very highest qual- 
ity and made of materials which have been 
found superior. In the manufacture of their 
reel-holders, rewinders, etc., they do not use 
cast parts which are readily broken, but the 
very finest type steel obtainable. They also 
claim that their splicing blocks, measuring 
machines and every other item in their cata- 
logue, which is obtainable on request, are 
designed to give the very best service pos- 
sible. 

Theatre Supplies Booming 

C. H. Badger, of the Stebbins Picture Sup- 
ply Company, Kansas City, is responsible 
for the statement that the supply business 
is better than in several years previous. 

"We have enjoyed the best demand for 
general lines of theatre supplies this season 
than in many years," said Mr. Badger. 



Powers Sales Reported 

Chas. Plane, manager of the Des Moines 
office, reports a sale to Wm. Youngclaus of 
two Powers machines for Scranton, Iowa. 

Mr. Boltzley, of Bussey, Iowa, has pur- 
chased a Powers projector and other supplies. 



Just 
Enuff 
Room 
here 
to re- 
mind 
you a- 
bout 
the 
Big 
Xmas 
Equip- 
ment 
Issue. 
Watch 
For It. 




Motor-Generators 

for 

Projection Purposes 

SOMETHING NEW 

Means Better and More Light 
Get the Particulars Write Us 

Built to Serve the Best by Test 

Sold on a Money Back Guarantee Basis 

The ACME ELECTRIC and MFG. CO. 

1449 Hamilton Ave. 
CLEVELAND, OHIO 

Manufacturers of Electrical Equipment for 10 Years 



PAINT 

YOUR OWN I 

ELECTRIC! 
SIGN 

THIS 

SPACE 



"DE LUXE" 

Interchangeable 

FLASH SIGN 

(Flashes on and off) 

AN IDEAL 
DISPLAY SIGN 

FOR YOUR 

DAILY PROGRAM 

The most practical, most effective and lowest priced dis- 
play of its kind on the market. 

Can be placed on the stage, in the lobby, over the ticket 
booth or in stores around your neighborhood. 

The sign inserts are to be painted on transparent paper 
by your sign man. This paper is obtainable in six different 
colors. 

The patented mahogany frame in front of the sign box, 
which is 15 inches wide and 24 inches high, and consists of 
two frames hinged and grooved together, grips the in- 
serted paper and tightens it stiff as a drumhead. 

An ideal publicity medium that is being used extensively 
by Chicago Exhibitors. Ascher Bros, have several for 
each one of their 15 theatres. 

Price $10.00 F.O.B. Chicago 
In lots of 6 — $8.50 ea. 



100 Sheets Transparent paper in assorted colors, $2.50. 
Mail check with order or shipment is sent C. O. D. Can 
be returned after five days tryout if not satisfactory. 

DE LUXE STUDIOS 



833 W. Washington St. 



CHICAGO, ILL. 



Page 38 



Exhibitors Trade Review 



TICKET 
BOOTHS 
MIRRORS 

LOBBY 
DISPLAY 
FRAMES 



ALL DESIGNS 
ORIGINAL 




Lm 




OUR 
New Catalogue 
CONTAINS 

All the newest and 
most original designs 
for theatre lobbies. 

Send for Our New 
Catalogue. 

Stanley Frame Co. 

L. RING, Pres. 
727 7th Ave. New York 




Glocolor Your Lamps 

Beautiful, durable colors. Do not 
fade. Dry without current. Colored 
by yourself in three minutes. New 
shades and unusual effects. Used 
by thousands of the country's best 
known exhibitors including the 
Capital Theatre, Loew's New York, 
Keith's Albee, Criterion, Rialto, 
Rivoli, Strand Theatres. 

Order a few trial cans at once. 

ROSCO LABORATORIES 

133 Third Place, Brooklyn, N. Y. 
Gelatine Sheets size 19" by 21" 
for reflectors and spotlights 




Patented 



In VALLEN Curtain Machines 
and Noiseless Tracks. Do not 
confuse cheapness with economy. 
Figure your cost over a period 
of years — do not base your con- 
clusions on the purchase price! 




"THE PERFECT CURTAIN TRACK' 
Patent Applied For. 

E. J. Vallen Electrical Co. Akron, Ohio 



S. O. G. 



CONDENSERS 

COMBINE 

HEAT RESISTANCE 

AND 

SUPERIOR 
OPTICAL QUALITIES 

They are more highly polished than 
others. 

They are of extreme clearness and 
do not discolor. 

They do not absorb light rays, or 
rays of photographic value. 



The S. O. G. factory is affili- 
ated with the famous Goerz 
Works of Berlin 

Sole Distributors: 

Fish-Schurman Corporation 

45 West 45th Street 1050 Cahuenga Avenue 
New York City. Los Angeles, CaL 

Also Sole Distributors of: 

Goerz Motion Picture Raw 
Stock 




22 Phelco!" 

I Charles W.Phellis&Co. 

INCORPORATED 

130 West 42nd Street, 
New York 



MAZDA GETS OVER 

A 122 FT. THROW 

ENID, Okla. — Two of the very latest type 
Motiograph projectors were installed in the 
New Royal, opened recently here. These 
were Mazda equipped with Cinephor Con- 
denser system, the installation being done by 
H. G. Creekmore, chief projectionist. New 
Superlite lenses and motor driven rewind 
were also installed. The equipment was sold 
by the Anderson Theatre Supply Co., Okla- 
homa City, Okla., and they are to be compli- 
mented on this wonderful installation. 

The throw is 122 feet and the light source 
is Mazda, the picture is very bright and 
clear with this long throw. Mazda is usually 
recommended for only 100 foot, but with 
the Cinephor Condenser system the picture is 
plenty bright enough at this long throw. A 
Minusa screen is used with dandy results. 

^ ^ 

EQUIPMENT ASSOCIATION 
OFFICE IN CHICAGO IS MOVED 

Offices of the Association of Motion Pic- 
ture Equipment Dealers of America have 
been moved from 417 S. Dearborn street, 
Chicago, to 1018 S. Wabash avenue. The 
latter location is on Chicago's "film row." 

A committee consisting of H. A. R. Dut- 
ton, B. A. Benson and C. H. Fulton will look 
after the affairs of the association in the new 
quarters. The new office is within easy ac- 
cess of this committee. 



BIG GAIN SHOWN IN FOREIGN 
SALE OF PROJECTORS 

Preliminary Department of Commerce fig- 
ures show that 166 motion picture machines 
valued at $38,890 were exported from the 
United States during the month of August 
as against 99 valued at $23,699 in July, and 
64 valued at $16,484 in August, 1924. 



Good Condensers 

S. O. G. condensers are made of a new 
optical glass produced by the Sendlinger op- 
tical Glassworks of Berlin, Germany. 

This firm is affiliated with the C. P. Goerz 
Optical Works of Berlin, and supplies the 
Goerz Works of Berlin with all optical raw 
glass used in the manufacture of the fa- 
mous Goerz lenses, field glasses, and scien- 
tific instruments. 

The glass is specially tempered and there- 
fore can stand extreme changes of tempera- 
ture with no danger of cracking, outlasting 
many times condensers made of ordinary 
optical glass. 

But it is the combination of heat resist- 
ance and superior optical qualities which 
puts the S. O. G. condensers in a class by 
themselves. They are more highly polished 
than others ; they are of extreme mechanical 
and chemical clearness, and do not discolor ; 
they do not absorb light rays, therefore they 
produce the purest light on the screen, if used 
in projectors; they do not absorb rays of 
photographic value, therefore they give the 
maximum light value for the photographic 
film, if used in studio lights. 



PEERLESS LAMPS USED 

Northwest exhibitors are rapidly equipping 
their booths with Peerless lamps. Recent in- 
stallations reported by B. F. Shearer, Inc., 
are The Columbia and the Bob White, both 
in Portland ; W. M. Morelock, in his new 
house in Cottage Grove, Ore. ; Legion, Walla 
Walla, Frank Talabere ; New Criterion, Med- 
ford, Ore., and the Vining, Ashland, Ori. 



November 28, 1925 



Page 39 





IS 



best for Project 



ion 



So is the lransV^rieK — We go hand in hand 



The TRANSVERTER gives you properly maintained light. It gives you also the 
most in candle power for what you pay at the meter. 

You can obtain the TRANSVERTER in either vertical or horizontal position, 
whichever will best meet your Projection room conditions. 



Consult us on your needs. 
Our literature and sug- 
gestions will help you. 





c^HERTNER ELECTRIC COMPANY 

Locust Ayenug 



New Constructions Reported 



CHICAGO, ILL. 

Archt. Foltz & Brand, 510 
North Dearborn Street, drew 
plans for Theatre at Monterey 
and Homewood. Owner, Fitz- 
patrick McElroy Co., Kenneth S. 
Fitzpatrick, Pres., 202 S. State 
Street. 

Archt. E. R. Rupert, 822 W. 
79th Street, is drawing plans for 
theatres, stores & apt. bldgs. at 
S. E. cor. Neva & Grand. Owner 
Montclair Bldg. Corp. 

LAKE FOREST, ILL. 

Archt. Anderson & Tichner, 
care of Jas. Anderson & Co., 
Deerpath, is drawing plans for 
theatre, stores and offices, 2 story 
& bas., 105x120. Owner, Estate 
of Jas. Anderson, Geo. Findlay, 
Trustee. 



MADISON, WIS. 



Archt. 



Work to start 



soon on Theatre at 6 W. Miffin 
Street. Priv. plans. Owner, 
Miffin Realty Co., care of Dr. 
Wm. Beecroft, 6 North Miffin 
Street. 

CLEVELAND, OHIO. 

Archt. Thomas Lamb. 644 8th 
Ave., is drawing plans for thea- 
tre, stores & office bldgs. Owner, 
Cino Theatre Co., B. L. Hei- 
dengsfeld, 1230 Keith Bldg., 
Cincinnati. 

TOLEDO, OHIO. 
Archt. not selected. Work 



contemplated, theatre. Owner, 
J. B. McMahan & Oscar J. 
Smith. 

PHILADELPHIA, PA. 

Archt. Hoffman Henon Co., 
Finance Bldg. Work contem- 
plated on theatre. Owner, Stan- 
ley Co. of America, Jules Mast- 
baum, Pres., 1916 Race Street. 

ALLENTOWN, PA. 

Archt. Thomas, Martin & 
Kirkpatrick, Cunard Bldg., 220 
S. 16th Street, is drawing plans 
for theatre. Owner, Jas. K. 
Bowen, 901 Hamilton Street. 

NEW YORK, N. Y. 

Archt. Thos. W. Lamb, 644 
8th Ave. Theatre, stores & Of- 
fices. Work isn't started. Owner, 
Lexington Ave. Theatre & Real- 
ty Corp., 1564 Broadway, Fred 
F. Procter, Pres. 

Archt. Eugene DeRosa, 110 
W. 40th Street. Work started 
on theatre & stores. Owner, 
126-128 Clinton Street Corp., A. 
T. Halpring, Pres., 874 Broad- 
way. 

NIAGARA FALLS, N. Y. 

Archt. E. B. Greene & Sons, 
1 Niagara Square, drawing plans 
on Theatre at Falls Street. 
Owner, Niagara Gorge Railroad 
Co., 38 West Falls St., Niagara 
Falls, N. Y. 



BUILDERS OF STANDARD ORGANS 
SINCE 




Viner Organs Fill Every Requirement of 
the Motion Picture Theatre 

RICHNESS OF TONE— COMPLETE ORCHESTRATION 



SEND FOR FULL INFORMATION 

VINER & SON 

1375 NIAGARA ST., BUFFALO, N. Y. 



Page 40 



Exhibitors Trade Review 



Classified Opportunities 

Rate 2 Cents a Word — Cash With Copy 



CLASSIFIED ADS 

Must Be Quick in Getting Results. 

That's one reason why the Classified 
Ad's Columns in Exhibitors Trade 
Review and Exhibitors DAILY RE- 
VIEW are so well patronized. They 
show results — quickly. 




AD VANTAG ES 

OVERLOOKING BELMONT 
YACHT HARBOR ANO 
LINCOLN PARK GOLF 
COURSES • • • 
A N E W H 0T E L- 700 ROOMS 
OPENED EARLY IN 1924 
ALREADY FAMOUS FOR 
ITS HOSPITABLE 
ATMOSPHERE • • - 

SPECIAL 
MONTHLY RATES 
WRITE FOR BOOKLET 

G.E.Billingslei) 




At Liberty 



Local Films 



HERALDS 



[shipped same day order is received 

I Guaranteed Service — Good Work — Popular 
Prices— Send for Trial Order. 



FILMACIC COMPANY 

736 S.WABASH AVE. CHICAGO 



1 



TWO BROTHERS in theatre business whose lease 
expires shortly will be at liberty about December 1st. 
Position wanted in theatre or circuit. If there is an 
opening for two young fellows who grew up in the 
theatre business it will be worth your time to in- 
vestigate. Address: Box R. T. ( Exhibitors Trade 
Review. 

POSITION OPEN between December First and 
January First for experienced operator on Style 
Forty-one Photo Player. Thorough understanding 
of music and proper cueing of pictures absolutely 
essential. Show continuous from Three Thirty to 
Eleven, six days a week. State salary expected. 
Mrs. Jessie Mae Browne, Wallace Theatre, Braden- 
ton, Florida. 



For Sale 



USED THEATRE CHAIRS; Picture Machines. 
Low prices. C. G. Demel, 845 South State, Chi- 
cago, 111. 

EIGHT HUNDRED UPHOLSTERED OPERA 
CHAIRS made on contract. Seven hundred yards 
of battleship cork carpet and linoleum. All new 
goods, government standards, for theatres, etc. One 
exhaust fan and three ampmeters. 1200 S-ply ve- 
neer seats and backs made to fit any chair ; all new. 
One large asbestos drop with rigging. Thirty new 
high grade folding chairs, dropped factory patterns ; 
some cost as high as $5 each, offered from $1.50 to 
$2.50. Redington Co., Scranton, Pa. 

VENEER SEATS and backs. 1200 for any size 
chair, never used. Will fit to suit. Redington Co., 
Scranton, Pa 1 . 

USED SCENERY BARGAINS— For sale and rent 
State sizes wanted. KINGSLEY STUDIO, Alton, 
111. 

MOTION PICTURE SUPPLIES— December Pre- 
Inventor.* Sale of used Motion Picture Machines, 
Theatre Supplies, Frames, etc. Send for bargain 
list. ERKER BROS. OPTICAL CO., 608 Olive 
St., St. Louis, Mo. 

ATTRACTIVE ELECTRIC SIGN reading "Vic- 
toria Theatre," very cheap. C. G. Demel, 845 South 
State Street, Chicago. 

THOUSANDS OF DOLLARS are saved by ex- 
hibitors yearly by buving their machines and organs 
from us. Motiographs $165.00, two for $290.00. 
Simplex $265.00, two for $485.00. Automatic Organ 
Players, as low as $425.00. Satisfaction guaranteed. 
18 years experience has taught us how. WESTERN 
FEATURE FILMS, 730 S. Wabash Ave., Chi- 
cago, 111. 

WANT TO LEASE OR RENT small picture thea- 
tre in town of 5,000 or more population, preferable 
in Virginia or North Carolina. State all in first 
letter. Address, "Manager," 138 E. Church Ave., 
Roanoke, Va. 

MARCHANT CALCULATING MACHINE— A-l 

condition ; late model. Don't miss this chance to 
get a real machine for $75.00. Box M. O., Exhib- 
itors Trade Review, New York City. 

FOR SALE— UNDERWOOD TYPEWRITER, 

16-inch Carriage, perfect condition. Can be used 
for Billing and Making Out Reports. Price $60. 
Box H. S., Exhibitors Trade Review, New York 
City. 

INTERNATIONAL ADDING MACHINE. Re- 
cent Model. First class condition. A real bargain 
at $75.00. Act quickly. Box R. R., Exhibitors 
Trade Review, New York City. 



% NEIL 

J HOUSE 



e newest, 
finest and most 
' conveniently situated 
hotel in 
COLUMBUS 
OHIO 



OPEN AFTER 
AUGUST 25'19?5 
JREDER1CK W.BERGMAN 

Mtmaahy Director 



TITLES, presentation trailers, local movies, com- 
petent cameramen. Best service. Rector Advertis- 
ing Service, Marshall, Illinois. 



Wanted 



CHINESE FILMS WANTED. 

Box 1439, Honolulu. 



Creart Studios, 



WANTED— GRAFLEX CAMERA, 5x7 or 4x5, 
with or without lens, or can use English Reflex. 
Must be in good working condition. State price. 
Address, Graflex, Exhibitors Trade Review. 

SALESMEN selling one of the most attractive 11x14 
Poster Electric Display Signs to moving picture 
theatres. Must be able to organize and manage sales 
force. Have also five other real business propositions. 
All patented. Adolf Himmelsbach, 4208 Boulevard, 
Edgemere, Long Island. 

WANTED— "Ten Nights in 9 Bar Room." Ad- 
dress, CINEMA, Box 164, Station N, Montreal. 

HIGHEST CASH PRICES PAID for Picture Ma- 
chines. C. G. Demel, 845 South State, Chicago, 111. 




Mailing Lists 

Will help you increase sales 
Send for FREE catalog ir>Tto# 
counts andprlceaonclaealiled nanus 
of yourbest prospective customers- 
National, 8tate. Local-Individuals 
Professions, Business Firms. 

QQ071 Guaranteed C & . 
. y y/O by refund of J* each 



IftthSt 



StLouis 




CINEMA 

The Motion Picture Review 
of the Orient 

Manager : E. ATHANASSOPOULO 

Editor-in-Chief 
JACQUES COHEN-TOUSSIEH 

"CINEMA" a the only picture publication 
cbx cc latins; throughout die Orient. 

Adtrm: 

•CINEMA," 8 RUE de L'EGLISE DEBANE 
ALEXANDRIA, EGYPT 



Screen Brilliancy 

For brilliancy on the screen make 
sure you have Eastman Positive Film 
in the projector. It is identified by 
the words "Eastman" and "Kodak" 
in black letters in the film margin. 

Eastman is the film that is un- 
rivaled for carrying the quality of 
the negative through to the screen. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 



HAL 'ROACH 



presents 



CLyVE COOK. 



in 



"Moonlight and JVoses" 

A Two 'Reel Comedy 



"Gluttons for Great flames and Sensational 
Features" Found This One Good 



"The picture is Hal Roach's 'Moonlight and 

Noses,' and being a short fun him it holds them 

very well considering that the Palace is the 

ace house of the world's music halls, and one 

whose patrons are gluttons for great names and 

sensational features." 

N. Y. Graphic's review of the Bill for the 
Week of Sept. 30 in the Greatest Vaude- 
ville House in the World, The Palace, 
New York City. 

Watch the fellow with the india rubber legs 
and the long nose bounce his way through this 
one. If it can get big laughs in vaudeville's 
best house, it can get them in yours! 




Pafhecomedy 

TRADE 7 ttAj MARK 



MONTHLY SHORT FEATURES NUMBER 



I *k f S ■ ■ 111 Ml 




IIMBlltjII 






raae 

%e Business Paper of the Motion Picture Industry 



ox-office e lis i rcs/ 



m 

I 



play them 





I 



)ec. 5, 1925 



•?£ M SANSON ^ 



(paramount (pictures 




National Tie -Up Section Page 19 



Price 20 Cents 



THIS IS 
FOR YOU, 
MR. MESSITER! 

We're tickled to hear about the big business at the Whitehurst Theatres, Baltimore. 
Your congratulations to Metro-Goldwyn-Mayer are certainly appreciated. 
Business great with 4 'Never The Twain" at the New Theatre! 
And records broken with Ramon Novarro in "The Midshipman 1 ' at the Century. 
Those things are good to hear. 

You wish us "continuous success in producing pictures with the merit of these." 
Mr. Messiter, we want you to know this. 
We want all exhibitors everywhere to know this. 
We'll continue to make successful pictures. 
As long as we continue to put ourselves in your place. 
Our studio contains the most skilled picture creators in the world. 
But they never for a minute forget your slant. 
They ask themselves: 

"Will it sell tickets to Maggie, to Tom, to the millions?" 

"Will it stop them on the Main Streets of the world and draw them into the theatre?" 
Look over our releases and there's the answer. 

The Industry marvels at the continuous flow of hits from Metro-Goldwyn-Mayer. 

This week it's "Bright Lights" with Charlie Ray and Pauline Starke; and next week it's 
Elinor Glyn's "The Only Thing." 

Every week it's a money-maker 

Why? 

Because we never start making a picture until we know darn sure. 

That Mr. Messiter of Whitehurst' s Theatres, and thousands of showmen like him will say: 
"That's box-office." 

Ask The Man 

Who Is Playing 

The Quality Fifty-Two 

Published weekly by Exhibitors Review Publishing Corporation at 34 North Crystal Street, East Stroudsburg, Pa. Editorial Offices, 4S We* 45th StreM. 
New York City. Subscription $2.00 a year. Entered as second-class matter Aug. 5, 1922, at postoffice at East Stroudsburg, Pa., under act ol March 3. 1»7». 




SHORT SUBJECTS 




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It is going to give additional force to your 
own advertising of Short Features — all 
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Watch for the LAUGH MONTH press sheet. 
Plan to use the newspaper ads and publicity 
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GIVE YOUR PATRONS THE 
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Distributed by 

Pafhe' 



December 5, 1925 



Page 9 



EXHIBITORS 

Qhwfe REVIEW 

Qhe Business Thper of the Motion ftctun Industry 



WILLARD C. HOWE, Editor 

Michael L. Simmons Staff Editor 

Henry A. Linet Exploitation Editor 

GEO. C. WILLIAMS 
President 

James A. Cron Advertising Manager 

Herman J. Schleier Business Manager 

Larry S. Harris Equipment Manager 



Vol. 19 



December 5, 1925 



No. 3 



CONTENTS 



HIGHLIGHTS IN THE NEWS 

Daily Review Section 13 

Hays' Document Hailed 13 

Public Executives Leave for Tour _ 14 

Wild West Actors Sail - 14 

Lewis Remains with Warner 14 

1,200-Seat House for Goldman 14 

Heroism in Fire .'. 14 

Buchowetzki for Pola Negri 14 

Warner Borrows Stars IS 

REGULAR DEPARTMENTS 

Editorials 1 1 

The Week in Review 12 

Daily News Section 13 

Production Highlights 15 

National Tie-up Section 19 

Big Little Features 39 

Box Office Reviews 44 

Production Charts 46 

Classified _ ■.- 50 



Copyright 1925 by Exhibitors Review Publishing Corporation 

Geo. C. Williams, President; Tillard C. Howe, Vice President; F. Meyers, 
Treasurer. Executive and Editorial offices: Hearn Building, 45 West horty- 
fifth street, New York. Telephone, Bryant 6160. Address all communi- 
cations to Executive Offices. Published weekly at 34 North Crystal Street, 
East Stroudsburg, Pa., by Exhibitors Review Publishing Corporation. 
Member Audit Bureau of Circulations. Subscription Rates: Postage paid 
per year, United States, $2; Canada, $3; Foreign, $6; single copies, 20 
cents. Remit by check, money order, currency or postage. 



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Edmund Goulding's 

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Dusiness 



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Week after week 



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Foreign Rights Controlled by 
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■ 383 Madison Avenue, New Yorlti 













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EXHIBITORS 

trade REVIEW 

9he dusiness Paper of the Motion Picture Industry 

Editorial 



LET'S TAKE TIME for a heart-to-heart talk about 
this "Laugh Month" thing. What is it? Why is it? 
Who is going to profit by it? What's the catch in 
it? And who started it? 

Answering the last question first, I suspect it traces 
its origin to a letter written six months or so ago, by 
Elmer Pearson, of Pathe, who called the attention of a 
number of people to the fact that Short Products wasn't 
getting the consideration it ought to have. And sug- 
gested that, if he was right in that respect, something 
ought to be done about it. 

Well, he was right. Anyone who will take the trou- 
ble to analyze the sales energy utilized in putting var- 
ious kinds of pictures across with the public will have 
to agree. And so it had to be admitted that something 
ought to be done. Because after all, the theatres are 
selling programs of entertainment ; at least they are 
supposed to be doing it ; not rooting for some particular 
variety of pictures. 

Out of the Elmer Pearson letters came some meetings 
of representatives of the companies that produce and 
distribute short product and the editors of various pub- 
lications, including the film trade papers. And various 
ideas were suggested. One of them being that a month 
be set aside each year and designated as Short Subjects 
month. 

Now, it happened that Carl Laemmle's palatial es- 
tablishment on upper Fifth Avenue was represented in 
these conferences by an enthusiastic young man named 
Fred. McConnell, who is supposed to know something 
about short subjects, having written them, directed them, 
sold them and sales-managed them, and — for all I know 
■ — acted in them. And Fred spoke up with the sugges- 
tion that we have a "Laugh Month." After due delib- 
eration, no one seemed able to pull that idea apart. It 
certainly sounded a lot better than the original sugges- 
tion, so it was adopted. And a committee or associa- 
tion or something was organized to take hold and put it 
over, with Julian Solomon, of Davis Distributing Di- 
vision, delegated to do a lot of the hard work. And so 
here we are, with the facts revealed in the cold light of 
day. 

Well, getting back to the questions, before we run out 
of space — What is it? A month set aside for extra high- 
tension advertising and exploitation of pictures featur- 
ing Laughs. A period during which the public is to be 
told, in just so many words, that the comedies it expects 
as a part of its daily dose of pictures, don't just grow on 
trees out in Hollywood ; that they are as important, reel 
for reel, as any other variety of pictures, with this ex- 
tra-special added value — they make you laugh. And a 
good laugh a day certainly keeps the doctor away. 

Why is it? That's easy. Because the gloom-dis- 
pellers have long been taken for granted. It's high time 
they shall have a little attention — a share of the light. 
What? You say it's a scheme of the distributors to get 



more for their comedies? Well, what of it? If they 
can make their comedies worth to you double what they 
are worth today, you won't kick on paying 25 per cent 
more for them, will you? And don't imagine, for a mo- 
ment, that there is anyone in the business of distributing 
short subjects who is foolish enough to suppose that 
you will pay more for product unless it is made worth 
more to you. They aren't that kind of a crowd. 

Who is going to profit by it? Everybody, if it goes 
over. You will profit by drawing crowds of people who 
like to laugh and are willing to pay you for the privilege. 
The producers and distributors will profit because you 
will discover increased values in the mirth-makers and 
you will buy better pictures of the sort they are anxious 
to make and sell. The public, too. Because it will get 
better programs for its money. And even the trade pa- 
pers, because they will have rendered a real service to 
the industry in helping to put this campaign over. 
Which, after all, is about the only thing a trade paper 
can do to justify its existence. 

What's the catch in it? Now you've got me. I don't 
know. If some good Exhibitor will write in and tell me, 
I'll be glad to print it. But, up to the moment, I can't 
see a single catch. I can't see anything but good in go- 
ing through with this Laugh Month idea, putting it over 
with a smash. I think it's one of the most sensible 
schemes, for the good of everybody concerned, I've seen 
suggested since coming into this business. 

All of which leads to this : Letting you in behind the 
scenes for a moment — there is no million dollar cam- 
paign behind Laugh Month. But there is a lot of hard 
and earnest work back of it. Work by men who are 
sincerely anxious to see it a success. Who deserve your 
cooperation. And there's possibility of a good profit for 
you, Friend Exhibitor, if you will put a little elbow 
grease and a few cerebral vibrations into it. 

That doesn't mean, either, that you have to turn the 
house inside out, or spend a lot of money on freak ideas. 
If you will take the material that is going to you from 
the Committee in charge of the festivities and use it in 
a reasonable way, as the Committee hopes you will, you 
will be doing a little laughing along about the end of 
January, along with the rest of the crowd. 

And Just a word of advice that doesn't come from 
Laugfh Month headquarters, though the Committee may 
be about to tell you the same thing: If you are a news- 
paper advertiser, begin now to carry this line through 
the rest of December ; it will stimulate you, yourself, to 
get busy and do a good job in January. Arrd it will 
arouse a lot of real interest on the part of your patrons. 
LAUGH MONTH IS COMING. 



rage iz 



Ejxniouors x raae ixeview 



The Week in Review 



MONDAY, NOVEMBER 30 

New York — With the arrival of Carl 
Laemmle, president of the Universal Pic- 
tures Corporation, from Berlin, today, the 
final stage in the closing of the deal between 
that company and the Ufa Film Company, 
which involves an international alliance and 
a loan of 15,000,000 marks to the Ufa Com- 
pany, is under way. 

New York — Plans, confirmed by Carl 
Laemmle, for the buying up of 1,000 theatres 
by the Universal Pictures Corporation for 
the formation of a chain company to be 
controlled by Universal, were made known. 
The formation of the new corporation to 
manage the chain will be financed by pre- 
ferred stock or bond issue through Dillon, 
Read & Co., of Wall Street. 

Paris — Delayed prohibition of the impor- 
tation of celluloid films planned as protection 
to the French industry in non-inflammable 
films controlled by the French Pathe group, 
may cause disruption in the French Syndical 
Chamber of the Cinematographic Industry. 

New York — Joseph P. Day, with the co- 
operation of Felix Isman, C. L. Apfel and 
K. B. Congor, has reorganized the Picture 
City Corp., formed to develop a film center 
in Florida. 

Hollywood, Calif. — Announcement came 
from Jesse L. Lasky, first vice-president of 
the Famous Players-Lasky Corp., of a big 
expansion program for greater production 

TUESDAY, DECEMBER 1 

New York — The famous Wellenbrink case, 
known as Apollo Exchange vs. Wellmont 
Company, having pended in the Supreme 
Court, New York County, was settled out of 
court yesterday. 

New York — Completing next year's sched- 
ule arrangements, John C. Flinn, vice- 
president of P. D. C, arrived to-day from 
Hollywood. 

New York — The Official Bulletin, the new 
printed organ of the Motion Picture Theatre 
Owners of America, appeared in first issue 
under the date of December 1. 

New York — Further details of Universal's 
plan to buy up 1,000 theatres to -form a 
chain company, which was reported yester- 
day in the Exhibitors Daily Review, were 
made known today. 

New York — Definite denial that the 
First National Pictures had taken over the 
United Studios, in Hollywood, from Mike 
Levee, were made by the executives of First 
National Pictures. 

New York — That the Universal-Ufa deal, 
providing importation of one Universal pic- 
ture into Germany for every Universal-Ufa 
picture made in Germany, will not restrict 
these imports to Universal pictures alone, 
but will include other outstanding American 
film in the quota, was stated by Carl 
Laemmle on his arrival yesterday. 

Toronto, Canada — J. C. Brady, of Toron- 
to, was elected president of the Motion Pic- 
ture Theatre Owners of Canada, Ontario 
Division, at the annual convention here. 

WEDNESDAY, DECEMBER 2 

New York — Official announcement made 
of the formation of the International Pro- 
jector Corporation, incorporated under the 
laws of the State of Delaware. The new 
corporation has acquired the entire business 
and assets of the Nicholas Power Company, 
Inc., and the Precision Machine Company, 
Inc., both in New York City, and the Acme 
Motion Picture Projector Company, in Chi- 
cago. 



New York — Administrative committee of 
the M. P. T. O. A., headed by A. Julian 
Brylawski, met at the main offices for a two- 
day session. The committee, to do important 
work towards putting the organization on a 
firmer business basis. 

Kansas City — In conjunction with the 
P. D. C. Exhibitors' Month, additional book- 
ing daily pour into the P. D. C. office here. 

Kansas City — Plans announced for the 
proposed 3,000,000 Midland Theatre here 
have given momentum to a rumor that the 
house will be controlled by Metro-Goldwyn, 
as far as the booking is concerned. 

Los Angeles, Calif. — F. R. Grainger, of 
Fox Film Corporation, announced, in answer 
to speculations over Fox's policy regarding 
theatre ownership, that "regardless of ru- 
mored combinations, Fox Film Corporation 
will ultimately have one or more first run 
theatres in every important key city in the 
country." 

THURSDAY, DECEMBER 3 

Los Angeles, Calif. — Only hope seems to 
be in the effort of Marcus Loew ro bring 
about a reversal in the negotiations between 
United Artists and Metro-Goldwyn-Mayer 
for the planned merger. If pressure against 
the merger is kept up by exhibitors, and no 
change materializes shortly, the merger, at 
present, will fail. 

New York — In answer to a wire from the 
Exhibitors Daily Review to Charlie Chaplin 
on his stand regarding the proposed merger 
between United Artists and Metro-Goldwyn- 
Mayer corporation on joint distribution, it 
was ascertained that the comedian will op- 
pose the arrangement "if it tends to trustifi- 
cation or monopolization of the industry. 
But if it benefits the corporations, really op- 
erating individually as to business and policy, 
I accord with the co-operation plan," he ex- 
plained. 

New York — Released of existing obliga- 
tions to the Famous Players-Lasky Corpor- 
ation, for further production of pictures, 
Sidney Olcott is now reported as free to 
negotiate with other companies for direc- 
torial services. 




Kansas City — Theatre robberies of dis- 
turbing frequency are occuring in this terri- 
tory. The Linwood Theatre was robbed of 
$1,173, and its manager, W. O. Lenhart, of a 
diamond ring. Pantages Theatre was also 
robbed during the week. 

New York — Following the affirmation of a 
report that Warner Brothers was involved in 
a deal with Western Electric Company to 
handle the latter's talking machines, made by 
the latter company, Manager Star, at the 
Warner offices, stated that there was no 
foundation to the report. 

New York— R. K. Bartlett has joined F. B. 
O. as sales promotion director to replace Al 
Boasberg. 

New York — Administration Committee of 
M. P. T. O. A. met Will Hays in conference 
yesterday, at the latter's offices, to discuss ex- 
hibition contract and other points. 

New York — Executive department of the 
Warner Brothers' offices, covering publicity, 
have resigned. 

New York — Following contract overtures 
by the Ufa Film company, Mae Murray is to 
sail for Berlin on the S.S. Majestic Saturday. 

FRIDAY, DECEMBER 4 

New York — Action brought by the West- 
ern Photoplays, Inc., through Jacob Landy 
several years ago, against Pathe Exchange, 
is reopened in the Bronx County Supreme 
Court. One claim is for $1,500 owing to 
Pathe's refusal to pay export tax on films it 
had handled for Western. 

New York — Fox Films announces signing 
of Raoul Walsh to direct Fox Pictures, be- 
ginning January 1. Walsh comes to Fox 
direct from Famous Players Lasky Corp. 

New York — Edmund Goulding, Metro- 
Goldwyn-Mayer director, arrived from the 
Coast. 

New York— Robert J. Murray has been 
appointed manager of the Dallas Exchange 
of the Associated Exhibitors. 

New York— E. J. Farrell has been ap- 
pointed manager of the New Haven Ex- 
change of Metro-Goldwyn-Mayer Corp. 

New York — When sought out by the Ex- 
hibitors DAILY REVIEW for a direct state- 
ment on her signing with United Artists, 
Gloria Swanson would neither deny or affirm 
the reported contract. 

New York — J. I. Schnitzer, vice-president 
of F. B. O., in charge of production, leaves 
for the Coast today. 

New York — Samuel Rothafel announced 
at the weekly meeting of the A. M. P. A. 
plans for the Roxy Theatre, at 50th St. and 
7th Ave. 

New York — Following the affirmation of 
a report that Warner Brothers was involved 
in a deal with Western Electric Company 
to handle the latter's talking machines, 
made by the latter company, manager Star, 
at the Warner offices, stated that there was 
no foundation to the report. 

New York — R. K. Bartlett has joined F. 
B. O. as sales promotion director to replace 
Al Boasberg. 

New York — Administrative Committee of 
M. P. T. O. A. met Will Hays in confer- 
ence yesterday, at the latter's offices, to dis- 
cuss exhibition contract and other points. 

New York — Executive department of the 
Warner Brothers offices, covering publicity, 
have resigned. 

New York — Following contract overtures 
by the Ufa Film Company, Mae Murray is 
to sail for Berlin on the S. S. Majestic Sat- 
urday. 



DEC 10 1925 

©C1B68785- „ ,„ 

)ecember 5, 1925 Page 13 

EXHIBITORS 

DAILY REVIEW 

A Newspaper Devoted to the Motion Picture Industry 

NEW YORK, SATURDAY, DECEMBER 5 

Hays' Document Hailed 

Statement Definitely Pledging Full Cooperation 
Read Before Exhibitors at M. P. T. O. A. Jubilee 



LAEMMLE LEAVES 

FOR BERLIN 

Carl Laemmle, president of Universal Pic- 
tures Corporation, 730 Fifth Avenue, is sail- 
ing for Europe on the Leviathan today. Ac- 
companying him will be Sigmund Moos, 
leasing manager at Universal City, Califor- 
nia ; Hans Winter, inventor; Henry Hen- 
igson, business manager of Universal City 
and formerly supervising manager of Uni- 
versale exchanges in Europe ; J. H. Ross, 
Mr. Laemmle's secretary; Carl Laemmle, 
Jr., Miss Rosabelle Laemmle and her friend, 
Miss Estelle Cohen. 

Mr. Laemmle is going abroad to consum- 
mate a big international deal whereby, 
through the loan of $3,600,000 to Ufa, the 
greatest of the German producing, releas- 
ing and exhibiting companies of Germany, 
Mr. Laemmle secures for Universal the entre 
to their six hundred theatres not only for 
Universal pictures but for nearly one hun- 
dred other American made productions. 



MAE MURRAY ON MAJESTIC 

Mae Murray is sailing on the Majestic 
today, to discuss the terms of her own 
contract with Ufa, which takes on an en- 
tirely new significance since the Ufa pic- 
tures are to be released by Universal in 
America. Miss Murray was formerly a 
Universal star. 



VAUGHN STAYS WITH F. B. O. 

Alberta Vaughn, signed a new three year 
contract with F. B. O. at one of the high- 
est salaries ever paid an F. B. O. star, ac- 
cording to an announcement by J. I. Schnit- 
zer, vice-president of the company in charge 
of production. Alberta will star in one more 
series for F. B. O., possibly "Fighting 
Hearts" by Sam Hellman, and then be 
starred in feature productions with a com- 
edic slant. 



JOE ROCK TO HOLLYWOOD 

Joe Rock, well known producer of Stan- 
dard and Blue Ribbon screen comedies, who 
has been visiting his eastern representatives 
in New York during the past six weeks, 
will return to Los Angeles shortly. Rock 
will take with him at least two popular 
writers to augment his present scenario staff. 



The significance of the document signed 
by Will H. Hays pledging the future co- 
operation of the Motion Picture Producers 
and Distributers, of America, Inc., to the 
Motion Picture Theatre Owners of Amer- 
ica w?s described by Business Manager Jo- 
seph M. Seider as a justification of the sin- 
cerity of the "square table" now maintained 
for the entire industry in the Hays' office 
on Fifth Avenue, Manhattan. 

Obtained after a series of conferences be- 
tween Mr. Hays and the Motion Picture 
Theatre Owners of America officials this 
document spells the first definite and con- 
crete basis for the unanimous cooperation 
of all forces in the motion picture industry. 

The reading of this letter on the night 
of December 2 before 500 producers, dis- 
tributors and exhibitors, assembled at the 
Hotel Taft, New Haven, Conn., came as a 
climax of one of the most dramatic eve- 
nings in the history of the film industry. 

The general acclamation of Hays' stand 
was met with applause by members of the 
Motion Picture Theatre Owners of Con- 




necticut, owing to their victory of the tax 
measure. 

National President R. F. Woodhull, M. P. 
T. O. A., and Mayor David Fitzgerald, of 
New Haven made short addresses, assuring 
the members that they could find no trouble 
in the industry that they could not overcome 
through cooperation. 

After greeting by C. C. Pettijohn, general 
counsel for the Hays organization, Joseph 
M. Seider, Business manager, M. P. T. O. 
A., gave a resume of the struggle of the 
independent theatre owner to maintain his 
independence and safeguard his investment. 
He described the administrative committee 
meetings and the efforts to find a solution 
of the major problems confronting the thea- 
tre owners at the present time, which he 
enumerated. 

The letter from Mr. Hays follows : 

December 2, 1925. 
To the Administrative Committee, the Officers and 

the Board of Directors of 
Motion Picture Theatre Owners of America. 
Gentlemen : 

Following further the matter of cooperation and 
referring to discussions we have had recently in re- 
gard thereto : 

(Continued on page 15) 



TWO MORE FOR TAX 

Close on the heels of the announcement 
that Fox Films has purchased motion pic- 
ture rights to "Is Zat So?" comes the news 
that Fox has bought "Whispering Wires" 
and Clyde Fitch's last play, "The City," 
from the Shuberts. 



"THAT'S MY BABY" NEXT 

ONE FOR MACLEAN 

Following his return from a vacation tour 
which carried him to Panama, Cuba, New 
York and San Francisco, Douglas Mac 
Lean announced that he would begin pro- 
duction soon on "That's My Baby," his next 
Paramount Comedy which is an original 
story developed entirely by his story staff. 



Make the public pay your business 
expenses Mr. Exhibitor, and get a 
bonus for your enterprise. EXHI- 
BITORS Trade REVIEW and Exhi- 
bitors DAILY REVIEW can help you 
get the bonus. $5 a year for both 
papers, about 300 issues — less than 
two cents a copy. 



Page 14 



Exhibitors Trade Review 



Public Executives 

Leave for Tour To-Day 

A party of home office executives of Pub- 
lix Theatres Corporation will leave New 
York today for the South to attend two 
district conventions of the organization. The 
first of these conventions will open in Dal- 
las on Monday and will last the greater 
part of two days. The other will be held 
in Atlanta, opening Thursday. 

The purpose of these conventions is to 
acquaint the personnel of Publix Theatres 
with the aims and purposes of the organiza- 
tion. The various problems of theatre op- 
eration will be discussed, along with plans 
for the immediate future. The conventions 
will be attended by all the district and thea- 
tre managers and directors of publicity in 
the respective territories. 

The home office party will consist of Sam 
Dembow, Jr., head of the Buying and Book- 
ing department; Harry Marx and J. E. 
Mansfield, of the department of Theatre 
Management; A. M. Botsford, Director, of. 
Advertising and Publicity, and Nathaniel 
W. Finston, Director of Music. 

* * * 



ENTRY BLANK FOR 
LAUGH MONTH 
EXPLOITATION 
CONTEST 

(Use this coupon to file your 
entry in the prize contest for the 
best Laugh Month exploitation. 
Send entry to Laugh Month 
Committee, 218 West 42d Street, 
New York City.) 

Name of Theatre 

Address 

City or Town 

State , 

Name of person responsible for cam- 
paign 

(This is the person to whom 
money will be paid if this entry 
wins) 

Is theatre first run, second run or 

subsequent run? 

Seating capacity 

Population of City or Town 

Was campaign for one day, two days, 



SEIDER GETS BACK DUES 

Although Joe Seider has been in office as 
business manager of the M. P. T. O. A. 
but two weeks or so he has already collected 
more than $2,000 in back dues for his or- 
ganization. 

* * * 

WILD WEST ACTORS SAIL 

Col. Joe Miller of the Miller Bros. "101 
Ranch" in Oklahoma, and 20 of his Sioux 
Indian charges, men, women and papooses, 
sail today for London on the Majestic, 
where they will appear in circus acts through- 
out Great Britain. The "101 Ranch" and 
its Indian inhabitants were the background 
for Pathe's serial thriller, "Wild West." 

The Indian troupe was photographed by 
newsreels and newspaper photographers yes- 
terday at the Hotel Biltmore, together with 
Helen Ferguson, who played the leading 
feminine role in the serial. 

LEWIS REMAINS WITH 
WARNER 

Barren Lewis of the Warner Brothers 
Publicity Department, in charge of the se- 
rialization of all Warner Bros, pictures' hr 
newspapers, has been retained by that or- 
ganization in the same capacity. It was re- 
ported in the Exhibitors DAILY REVIEW 
Thursday that Lewis, William Murphy and 
Randall White had resigned from the War- 
ner Publicity Department. 

* * * 

HEROISM IN FIRE 

The flames were leaping high in the pro- 
jection room of the Admiral Theatre, Kan- 
sas City Monday. Walter Burkey, man- 
ager, walked to the stage and, in calm tones, 
told his audience there was a "slight blaze" 
in the projection room and that it would be 
advisable to walk out into the street tor a 
few minutes. The audience filed out in or- 
der, but never returned. Damage to the 
house was $1,300, while L. V. Baker, op- 
erator, suffered burns about the head and 
hands. Defective wiring caused the fire. 

H- ^ «fc 

BUCHOWETZKI FOR POLA NEGRI 

To complete the strongest possible trium- 
virate of star, director and writer, Dimitri 
Buchowetzki, whose directorial genius is rec- 
ognized both here and abroad, today was 
signed by . P. Schulberg, associate Para- 
mount producer, to direct Pola Negri in her 
next picture, an original starring vehicle 
written by Ernest Vajda, Hungarian play- 
wright. 




1200 Seat House 

For Bill Goldman 

William Goldman has announced plans for 
the erection of a 1200-seat theatre at eigh- 
teenth street and Park avenue, St. Louis, on 
the site of the Elite Airdrome operated by 
Sigoloff Brothers. 

Under arrangements perfected Sigoloff 
Brothers will build the theatre and lease it 
to Goldman for a term of twenty or more 
years. 

Plans for the theatre building are being 
prepared by Kennedy & Stegemeyer, archi- 
tects, Title Guaranty Building, and con- 
struction contracts will be let in the near 
future. The structure will also contain stores 
and apartments and cost approximately 
$150,000. 

Goldman recently took over the Kings- 
land and Woodland theatre on Gravois av- 
enue, formerly operated by Freund Bro- 
thers and has announced plans for new 
theatres at Union and St. Louis avenues and 

on Hodimont avenue near Easton avenue. 

* * * 

EDDIE ELKINS FOR RIVOLI, N. Y. 

Eddie Elkins and his orchestra will be one 
of the permanent new attractions at the Ri- 
voli Theatre, N. Y., when that house, follow- 
ing its closing for alterations, reopens on 
Christmas Day with the new policy of which 
the John Murray Anderson presentations will 
be an outstanding feature. The contract with 
Elkins, according to the announcement from 
Publix Theatres Corporation, was closed 
Wednesday through the William Morris Vau- 
deville Agency. 

♦ ♦ ♦ 

JULIA HURLEY ADDED TO 

"RECKLESS LADY" 

Robert Kane this week added Julia Hurley 
to the cast of "The Reckless Lady" which he 
is producing for First National at the Cos- 
mopolitan studios in New York. 

Miss Hurley is nearing her eightieth year 
and on this birthday she will also celebrate 
the fiftieth anniversary of her professional 
career. When she can look back on fifty 
years of acting, she is willing to retire, Miss 
Hurley says. 

^ % ^ 

SEILER STARTS COMEDY 

"A Bankrupt Honeymoon," latest Fox 
Films Imperial comedy has gone into pro- 
duction at the West Coast Studios under the 
direction of Lou Seiler. 




EXHIBITORS! 




"T H E HOLLY- 
WOOD" changeable 
letter sign will AD- 
VERTISE YOUR 
PROGRAMS in lo- 
cations where you 
cannot get a poster 
or card. Change the 
type daily, (carries 
8 x 10 still if de- 
sired). The store 
(location) gets their advertisement free- 
sign carries 9 lines, letters celluloid cov- 
ered. Letters changed in a jiffy. A cut- 
out figure of a Hollywood beauty is 
seated on top of sign. Real silk band 
on head, tassell on cushion (SEE IL- 
LUSTRATION). One sample— $1.50, 
6 for $4.80; 12 for $8.00, including let- 
ters. We letter the merchant's ad free, 
also theatre name on sign FREE. En- 
tire sign 14 x 22 inches. 

Hollywood Film Co., Box 1536 

Los Angeles, California 

Dealers and Supply Houses Write for 
Quantity Prices. 



three days or a week? 

Was a particular comedy exploited? 
If so, give title and name of distri- 
buting company 

(It is not necessary that a partic- 
ular comedy should be exploited, 
it being sufficient if the campaign 
boosts LAUGH MONTH. 
But if a particular comedy is ex- 
ploited, it must be a short com- 
edy — not more than three reels.) 
— E. T. R. 



December 5, 1925 

HAYS DOCUMENT HAILED 
WITH ENTHUSIASM 



(Continued from page 13) 

This letter is by way of reassurance of the con- 
tinuing purpose of this association and my own per- 
sonal determination to do everything possible to fur- 
ther that cooperation. I call your attention again 
to the fact that the purpose of this association is to 
promote the common interests "of ALL those en- 
gaged in the motion picture business" and that our 
efforts are directed quite as much for the ultimate 
welfare of the exhibitor as for the interests of the 
producer and distributor. 

As a further declaration of purpose more definitely 
to this end, I assure you that if any member of your 
organization anywhere in the country has a real 
grievance against any of the producers or distributors 
who are members of this association and if you will 
call my attention to such grievance, the good offices 
of this association will be immediately and sympa- 
thetically used to bring about such conferences and 
consideration of such real grievance between the 
parties interested that a fair solution thereof may 
be quickly sought. 

The principle of arbitration is being successfully 
applied in all arbitral matters in dispute which may 
arise covered by the exhibition contract. This pro- 
posal is by way of further offering to use the good 
offices of the association to develop conferences for 
the settlement of matters not naturally included in 
difficulties arbitral under the exhibition contract. The 
whole purpose is to aid in the providing for any pos>- 
sible means of adjustment of EVERY KIND of real 
grievance that may arise, that thereby there may be 
developed complete fulfillment of the formula of 
confidence and cooperation as originally suggested 
and which is today the solution of our problems as 
certainly as when the formula was originally indi- 
cated. 

With kindest regards, I am 

Sincerely yours, 
(Signed) WILL H. HAYS. 

"This letter and its significance in major 
detail, said Mr. Seider, when he had con- 
cluded the reading, is the first actual co- 
ordinate movement for the elimination of 
the building of unnecessary theatres in lo- 
calities already seated and served. It spells 
the beginning of the end of the unlawfully 
locking out of a producer's product by theatre 
combines. 

"It is a guillotine for the illegitimate trans- 
fer of theatres to avoid contractual respon- 
sibility. It starts the dissembling of the 
purchase or acquisition of theatrical prop- 
erties, or interests therein, by unfair or 
coerce methods." 

"This letter," Mr. Seider concluded, "pro- 
vides for the allocation of products wrong- 
fully and unfairly withheld by producer, 
exhibitor or chain theatre competitors. Mr. 
Hays' 'square table' is 'square.' This is a 
statement signed by Will H. Hays. It jus- 
tifies the sincerity of the presence of the 
square table now placed in the headquarters 
of the Motion Picture Producers and Dis- 
tributors of America. 

"What does this statement mean? It 
means that the motion picture industry will 
face the future with a solid front. It means 
that the square table with its chairs has 
become an actuality, that producer, distrib- 
utor and exhibitor may now pull up chairs 
around that square table and squarely dis- 
cuss, adjust or arbitrate their problems to 
the satisfaction of all. 

"It means that the life savings of a thea- 
tre owner invested in his chosen field of 
endeavor will not be taken from him. It 
is a manifestation of the sincerity, the fore- 
sightedness and the fairness of Mr. Hays." 

* * * 

IN AGAIN, OUT AGAIN 

In again, out again. No sooner did C. E. 
"Doc." Cook, business manager of the M. 
P. T. O. Kansas-Missouri, return from a 
10-day trip in the territory in behalf of the 
organization's membership drive, than back 
again he went. 

♦ ♦ % 
CHRISTMAS FILMS 

Virtually all theatres of Kansas City, Kas., 
this week are showing a Christmas seal film, 
describing the fight against tuberculosis, 
gratis in conjunction with a campaign being 
waged by club women. 



GOTHAM ANNOUNCES PRODUCTION 

STAFF FOR "THE SPEED LIMIT" 

Advice received from Hollywood this 
week states that the entire production unit 
that recently made "One of the Bravest," 
will be used intact for the ninth and next 
Gotham Production which is definitely titled 
"The Speed Limit." 

Frank O'Connor will handle the mega- 
phone and his production manager and assis- 
tant director will be Glenn Belt. 

The entire production will be made in the 
Hollywood studios and under the personal 
supervision of Renaud Hoffman, who has 
been in a large measure responsible for the 
greater part of the Gotham product this 
year. 

Raymond McKee has been signed to head 
the cast and Mr. McKee has an ideal role 
as the young ingenious garage man who 
refuses to be downed. The complete cast 
will be announced next week when camera 
work will be well under way. 

WARNER BORROWS STARS 

Patsy Ruth Miller and Kenneth Harlan 
have been loaned by Warner Brothers to 
F. B. O. for the latter's new production, 
"The King of the Turf." James P. Hogan, 
who is directing this picturization of George 
Browning's magazine story, was the one who 
gave Miss Miller the first leading role of 
her screen career in the noted box-office suc- 
cess, "Where is My Wandering Boy To- 
night." 

^ ^ 

NEW CHICAGO EXCHANGE FOR 
GOTHAM 

One of the most important Independent ex- 
change deals this season was completed this 
week and which will result in a new ex- 
change unit coming into being in the Chicago 
territory. The new distribution office will be 
known as the Gotham Pictures Exchange and 
will handle the Gotham Productions and 
other releases of Lumas Film Corporation 
exclusively. 

* * * 

BETTY COMPSON FINISHED 

Betty Compson has just finished her ro- 
mantic role in "The Palace of Pleasure" for 
Fox Films, and now she's in New York with 
her director-husband, James Cruze, prepar- 
ing to sail for Europe on their second honey- 
moon. 

* * * 
MEIGHAN TO FLORIDA 

Thomas Meighan joins the rush to Florida 
today. He is going South to make a motion 
picture called "The New Klondike," written 
especially for him by Ring Lardner. 

% 

ADDED TO CAST 

Fay Marbe, the musical star, and her broth- 
er, Gilbert, who is her dancing partner, have 
been added to the cast of "Dancing Mothers" 
at Paramount's Long Island studio. 




DO IN COLORS * - WIN WITH COLORS 



Mr. Exhibitor: Ask at the Film Exchanges 
for the 





IPS* 


• 






M.J. M 


MTl (»T ( «» 
31. T HI. 





It's little to ask for, but it's the only 
reliable aid you can give your musicians 
to help put the picture over. ' 



Page 15 



Production Highlights 



WILLIAM DE MILLE, who arrived 
in New York this week after having com- 
pleted his forty-first production for Para- 
mount, "The Splendid Crime," is conferring 
with production officials regarding his next 
picture. If there is room in the Long Island 
studio he will follow his custom of making 
one picture a year in the East. 

* * * 

PIERRE COLLINGS, who wrote the 
continuity for Pola Negri's "A Woman of 
the World," will writei the scenario for 
Adolphe Menjou's next starring vehicle, 
which has not yet been titled, and which will 
be produced in New York. St. Clair will 
direct. 

EARLE WILLIAMS, who has made 

thousands of young feminine hearts flutter, 
has turned villain. The metamorphosis takes 
place in "The Ancient Mariner," Fox Films 
screen version of Samuel Taylor Coleridge's 
immortal poem, in which a powerful modern 
story parallels the classic fantasy. 

* ^ * 

BROOKS BENEDICT, well known as 

the "heavy" in Harold Lloyd's "The Fresh- 
man," has been signed for a similar role in 
"The Officer of the Day," a new Fox pic- 
ture. The production will be directed by 
Max Gold and Andrew Bennison, a new di- 
rectorial team. 

sje % % 

DON RYAN, well-known magazine 

writer and newspaper columnist, has joined 
the movies. He has been added to Universal 
City's staff of title writers, which includes 
Walter Anthony, Robert Hopkins and other 
well-known title experts. 

* # * 

VIRGINIA VALLI, Universale popular 

star, is working under the banner of her 
own company again for the first time in al- 
most a year. She is playing the featured 
feminine role in "Wives For Rent," in which 
she co-stars with Pat O Malley. 

=t= ^ # 

"THE RECKLESS LADY," the latest 

Robert Kane production, is being whipped 
into final shape at the Cosmopolitan studios, 
here. Howard Higgins is directing the work. 




Page 16 



Exhibitors Trade Review 



I 



T LINES UP IN A ROW THE 
BOX OFFICES OF ALL 



i%i JjS SjS 



IT CONTRACTS THE EXHI- 
BITOR WASTELAND INTO 
A FLOURISHING CITY. 

sfe Hs H 8 

T T ELIMINATES CARFARE 
J- AND PLACES EVERY EX- 
HIBITOR WITHIN TALKING 
DISTANCE OF EVERY EX- 
HIBITOR. 



TT MAKES LOBBIES NORTH, 
SOUTH, EAST AND WEST, 
A CRYSTAL INTO WHICH 
THEY CAN BE SEEN AS ONE. 

* * * 

TT IS THE REALIZATION OF 
1 A PERFECT ORGANIZA- 
TION. 

FOR YOU AND BY YOU 

IS BEING DISPATCHED ON 
DECEMBER 1st THE FIRST 
ISSUE OF THE 



Official 
Bulletin 

of the 

Motion Picture 
Theatre Owners 
Of America 



Incorporations 

ALBANY, N. Y. 
— Ludlow Operating 
Corp., theatres, 200 
common, no par ; D. 
Blum, L. H. Green- 
field, D. Zelenko. 



Litigation 

Appellate Term, 
Supreme Court, 1st 
Department. Sched- 
uled for Tuesday's 
calendar, 10 A. M. 
Guinta vs. Yoost 
Photo Play Theatre 
Co. A. S. Jaffer will 
appear for the re- 
spondent. A. W. 
Andrews for ap- 
pellant. 



SIX OMAHA THEATRES 
PLAN OF EPSTEINS 

Starting on an ambitious program of expan- 
sion, which presages a theatre building boom 
in the city, Sam and Louis Epstein, South 
Omaha exhibitors, have announced plans for 
invasion of Omaha proper. 

Under plans announced, the six houses will 
be practically uniform in size and construction 
and are to cost about $50,000 each. Seating 
capacity is to be around 750, it is stated. 



New Issues. Su- 
preme Court, N._ Y. 
County. Special 
Term. Action for 
accounting. ' Oster- 
meier vs. Advance 
Productions, Inc. 
C. L. Kahn for 
plaintiff, Walton, B. 
H. & S., for defend- 
ant. • 



Motion on calen- 
dar, Friday, Dec. 4. 
Supreme Court. 
Bronx County. Spe- 
cial Term. Before 
Justice McCook. 
Lipfeld vs. Main 
Theatre Corporation. 



Up for decision in 
the Supreme Sourt. 
Special Term. Part 
2, by Justice Ford. 
Credit Alliance Cor- 
poration vs. Sheri- 
dan Theatre Co., 
Inc. 




Decision in the 
Supreme Court. Spe- 
cial Term. Part 1, 
by Justice Gavegan. 
Bay State Film 
Sales Co. vs. Kino- 
grams Publishing 
Corporation. The 
motion was granted. 
Resettled order 
signed. 



jnetmijJkmd 



Here is the Place 



for your next convention 




c 



AN'T you 
just picture 
the wonderful 
time you would 
have at world 
famous French 
Lick Springs 
Hotel? Beauti- 
fully located in 
the semi-southern Cumberland 
foothills of Indiana, FrenchLick 
Springs knows no real severity 
of temperature. The two fine 18- 
hole golf courses can be played 
when weather interferes with 
play elsewhere. 

Only 40 miles from the center 
of population of the United 



States. The recently completed 
new wing of the fire-proof, mod- 
ern French Lick Springs Hotel 
building includes a well-venti- 
lated ground floor, daylight con- 
vention auditorium of 1500 
seating capacity,giving thishotel 
first place among America's con- 
vention sites. And, forthosewho 
wish, the health-giving waters of 
the Pluto, Bowles and Proser- 
pine Springs. 

Today, get full particulars.Write 
for illustrated booklet with de- 
tailed convention information. 
Address Convention Secretary, 
French Lick Springs Hotel Com- 
pany, French Lick, Indiana. 



FRENCH LICK SPRINGS HOTEL 

"Home of Pluto Water" 



"hi 

U : >,« 

:»•> 




/ 



<7he GREEN 

ARCHER 



Allene Ray3falter Miller 



WITH 



i 



Bp 



/ 





(/ 

:/ 

r 



X 



\ V 




As great a mystery as any Sherlock Holmes ever 
had to solve. 

A heartless, cruel, criminal millionaire brings a 
castle from England, stone by stone, and erects it 
on the Hudson. 

Does he also import the ghost of the ancient archer 
who haunted the historic structure in England? 
How else can be explained the mysterious figure 
which stalks the corridors at night, a deadly men- 
ace to the oppressor? 

Is the charming girl who lives near by, the Green 
Archer? Is it her father? Is it her father's friend? 
Is it the handsome captain of the state troopers 
who is in love with the girl? 

As a feature it would be great. As a serial it is 
a sensational, surprising triumph. 

Directed bv Spencer Bennet 

Scenario by Frank Leon Smith 
From the book by Edgar Wallace 



Pafheserial 




ii i 



V 



See real heroes in the very 
act of doing their heroic deeds ! 




Amundsen 
Polar Flight 

The Authentic Motion Picture Log 
of the Amundsen - Ellsworth Ex- 
pedition-- the first attempt to 
reach the North Pole hy Airplane. 



BEFORE THE FLIGHT 
A HUSKY, HEALTHY, 
POWERFUL MAN 



AND THEN- 
HIS FACE TELLS IT S 1 
OWN STORY 



You have read of terrible struggles for life. 
See one! 

See six men fly into the terrors of the unknown; 
see them dart over vast reaches of Arctic ice 
where to land their planes is impossible; see 
them forced to alight only 134 miles from the 
pole; see them struggle with starvation, cold 
and ice in their effort to escape. 
The thrills of a thousand dramas. 



Pafhepicture 




Page 20 



National Tie-Up and Exploitation Section Exhibitors Trade Review 





e 



A Ten Episode 
Serial Chuck Full 
of Hair Raising Thrills and Spills 



"Death Ray" Machine 
Suggested "Scarlet Streak 99 Plot 

TEN EPISODE SERIAL A REAL THRILLER 



THERE are enough real thrills in "The Scarlet 
Streak" to ordinarily provide the action for about 
twice the: length of this serial. Or, putting it the 
other way, there are two thrills where only one grew 
beforei In the face of the many good, live action serials 
that have been released lately, that is saying a good deal 
for this spectacular, sure-fire adventure picture. 

First, of all, the whole basis of the plot is founded up- 
on the recent invention of the "Death Ray" machine. 
If you recall, there was an international discussion of 
this invention. Newspapers, magazines and even books 
were full of speculative opinions regarding the outcome 
of this invention. Some said it would be the end of all 
war. Others thought that war would now be of even 
greater magnitude and fiercer than ever before. 

And around this machine is woven this splendid story 
with Jack Daugherty in the stellar role. From the mo- 




ment that Bob Evans,, the star reporter of the Times, 
(Played by Jack Daugherty) leaps from his own swiftly 
moving automobile on to that which is conveying an 
internationally notorious band of crooks, action, fast and 
furious, is the keynote. 

THERE are collisions between trains and autos; then 
a car turns turtle in full view of the audience, a hun- 
dred foot plunge into a chasm ; a broken cable of a moun- 
tain car; mistaken refuge on a floating target; — each 
episode goes the last one better in strange and danger- 
ous predicaments for the hero and heroine of the story. 

"The Scarlet Streak" is a wow from start to finish. 
Besides it lends itself very easily to the best sort of ex- 
ploitation. In the section here you will find many, well 
chosen stunts to put this picture across. The majority 
of the stunts are planned to be put across before you 
show the first episode. After you get the audience for 
the first showing, you won't have to 
do any more than to remind them 
of the weekly playing dates. You 
won't be able to keep them away 
from vour doors. 



No hokum here. The 
auto is smashed to 
smtitherp by the on- 
coming train. There is 
not as much as a steer- 
ing wheel of the car 
left when the debris is 
cleared away. Can you 
imagine, with this as 
the final climax of one 
episode, how your 
audience will await the 
next? 



AND that is the keynote of the cam- 
paign lined up for you in the fol- 
lowing pages. The stunts, can be 
•used at any time- during the run of 
. the picture', but the idea, is 'to put the 
maximum amount of pressure behind' 
the opening showing. After, it is the 
fact that a serial keeps drawing them 
from week to week that the serial is 
so important in the business of an ex- 
hibitor. 



December 5, 1925 



National Tie-Up and Exploitation Section 



Page 21 






Starring 

The Serial Favorite 
Jack Daugherty 



Two Favorites 
Play Leading Role 




BOB EVANS (Jack Daugherty), the star reporter of 
the Times, has been assigned to a story that has 
possibilities of international complications. He 
gladly accepts. At the same time, Richard Crawford 
and his daughter Mary, (Lola Todd), are putting to 
test a machine that is so terrible in its potential powers, 
that it may possibly prove the end of war. 

Nearby Crawford is "the house of the closed shutters," 
in which agents of a foreign nation have made their 
headquarters. Monk is the name of the leader, and he 
quickly makes himself felt when Mr. Crawford is kid- 
napped by him. 

Mary appeals to Bob to follow the kidnappers. He 
does, and as his car draws near to Monk's, he gives Mary 
the wheel and hurdles himself over into the car of the 
enemy. They fight. Crawford 
creeps out. Still fighting, they ap- 
proach an onrushing railroad train. 
Monk leaps to safety. Bob gets ouz 
in the ni;k of time and sees the cttr 
smashed. 

That night, at a ball in the home 
of Crawford, Monk and an accom- 
plice steal into the house in disguise. 
They attack Crawford again, and in 
the melee, Mary is spirited away. 
Bob volunteers his help to Mr. Craw- 
ford, and in the ensuing friendship, 
he is able to get the details of the 



SHOWING A SERIAL IS 
LIKE SELLING A SEA- 
SON PASS. IT PAYS TO 
PULL THEM US FOR 
THE FIRST SHOWFNG. 
THEY'LL ALL BE 
THERE FOR THE 
SECOND. 



"Scarlet Ray," which is the story to which he has been 
assigned. He destroys the story, however, and enlists 
himself to the cause of wiping out the band of criminals 
who are so intent upon getting the scarlet ray for their 
own selfish uses. Fights, thrills, excitement follow. At 
last everything is cleared up. The criminal band is dis- 
persed. The death machine permanently destroyed — 
and of course, Bob and Mary live happily ever after- 
ward. 

Possibilities For Exploitation 

"The Scarlet Streak" is one of the easiest exploitation 
subjects that this department of Exhibitors Trade Review 
ever treated. Everything seems to be in its favor to line 
up for a wow of an exploitation and tie-up campaign. 

You have the name to work with first. Everywhere 
where there is a possibility of showing a red streak is enough 
to start talk about the "Scarlet Streak," 
be it in neckties, hats, automobiles, or 
anything at all. Then there is the 
danger element in the picture which 
is treated in this section as a basis for 
a "Safety First" movement. In such 
movements, it is always a simple mat- 
ter to enlist the help of all the ciyic 
bodies in town, as well as the police 
and fire departments, etc. 

Then there is the by-play on the 
Death Ray machine, which gives you 
an opening wedge for newspaper dis- 
cussion and essay contest work,;'. 



Page 22 



National Tie-Up and Exploitation Section Exhibitors Trade Review 



WHY PLAY SERIALS 

BECAUSE THEY PULL ! 



Great Pullers 

THAT is one of the reasons that exhibitors play ser- 
ials—they are GREAT PULLERS, and steady pull- 
ers of audiences week after week. When all else 
will fail, when the most popular star, when the idol of 
your neighborhood, when the great- 
est of spectacle film, when these all 
fail to draw a capacity house for you, 
Episode 2, or Episode. 5 will do the 
trick. 

This is not mere speculative talk. 
It is a known and acknowledged fact 
among exhibitors who have had the 
foresight to make serial showings a 
regular part of their program. 

Concentrate on First Episode 

rpHERE is the greatest problem of 
X your exploitation campaign for a 
serial. You must put at least 95% 
of the exploitation pressure behind 
the opening episode. After that, the 
awakened curiosity of the audience 
Will force it back into your theatre 
to see whether or no the hero got out 
of the scrape alive, and whether the 
shot that was fired just before the 
"end of part one" slide came up hit 
its mark. 

You have many potent ideas in this 
section. Use them all you can week 
after week if you want to — BUT 
USE THEM ALL THE FIRST 
WEEK — and the rest is easy sailing 
for you. 

Miss No Bets 

EVERYTHING counts up. What 
difference does it make to your 
money till whether your feature pic- 
ture or your serial pulls the crowd 
(except that the serial means a ten 
week return) ? Pull them 
in. You've got something 
easy to work with in a ser- 
ial. Use it. Newspaper ads, 
posters, ballyhoos and TIE 
UPS. Use them. 




Steady Pullers 

ONCE you've gotten the start, how easy it is to con- 
tinue it along exploitation lines. Advertising men 
know the value of continued and repeated adver- 
tisements on any one subject or product. The same is 
true of pictures. If you get your 
posters up on "The Scarlet Streak" 
and keep them up, you've got no less 
than ten weeks to make sure that 
every man, woman and child has had 
an opportunity to see them. See the 
advantage you have over feature runs 
that you show for only one or two 
days. You must put your posters up, 
and sometimes, before they have had 
time to dry on the boards, they are 
pulled down and the next day's show- 
ing is advertised. 

This is gospel business talk — real 
showmanship. The sooner you get 
to realize the full significance of these 
serials, that much sooner are you go- 
ing to keep your coffers as full as 
they should be. 

Working the Tie-Up Stunts 

THE same advantages are yours 
when you begin to work the tie- 
up as explained in this section. One 
thing should be taken into account, 
which unfortunately, did not occur to 
us here until after the posters shown 
in this section were all finished for 
reproduction, and that is this : What- 
ever the day of your showing might 
be — Monday, Tuesday, or Thursday 
— make that day stand out on all your 
posters in big red letters. And on 
that day, arrange for the stores in 
which these posters are displayed to 
put on some special sales. 

That means more business for the 
store keepers, and if you ex- 
plain that fact to them, 
they will do more than their 
share in cooperating with 
you on the window dis- 



FREE LOBBY 

Every time you make use of a local 
store window, in which you will ob- 
tain ready co-operation in inserting 
placards, window cards, banners, 
models and displays of any kind 
you can get up, you must realize 
it is just one more lobby working 
for your theatre. The more lob- 
bies your theatre has, the more 
people you can attract to the merits 
of the picture you play. Get some- 
thing into the windows of the local 
merchants. Anything, but some- 
thing. Preferably, something col- 
ored, like streamers, or photo- 
graphs, or display. And the mer- 
chants like people to stop in front 
of their windows, too. 



Why Serials Pay 

Can you imagine how well off a theatre would be if 
every ten weeks, all his patrons would come in and 3la y s - 
sign a pledge that they will be on hand every week 
on a certain day? Can you imagine a theatre selling out 
about half the house on a ten-week subscription basis? 
Ideal, you say. 

Well, that's just what happens when you show a 
serial like "The Scarlet Streak." Your patronage won't 
have to put it in writing, but you can bet your boots 
that they will be there week afer week, until the last 
episode has been shown. 

Get wise to the tremendous pulling power of a serial, 
Mr. Exhibitor. 95% of the first showing audience will 
be back for more. Your job is to get them in on the 
first episode. 



THROWAWAYS 

Time-worn and ancient. But never- 
failing. Direct messages, such as can 
be accomplished by placing throw- 
aways and teaser cards in the hands 
of passing people, or in their letter- 
boxes, or in their mail, will never 
fail to get a message over. Your 
experience will tell you the kind of 
throwaways to use. Get something 
attractive from the exchange. If 
they have nothing to suit your 
ideas, do an inexpensive printing 
job with a streak of red color and 
get real results. Get them talking 
about the serial and watch Vra come 
in. 



December 5, 1925 



National Tie-Up and Exploitation Section 



Page 23 




A T LAST- 



Something for Nothing 



IT sounds like a lot of hokum — to 
get somebody else to spend a lot 
of money for your benefit. But it 
can be done, easily. Just take a few 
minutes of your time to explain the 
proposition to the owners of neigh- 
boring stores, and watch them fall 
for it. 

The stunt is based on the card 
shown at the top of this page. The 
photograph is one of the scenes in 
"The Scarlet Streak." Particular at- 
tention is called to the cross word 
puzzle, one of the most popular fads 
that has ever struck this country. It 
just lends itself as easy as pie to nat- 
ural tie-ups with every store in the 
vicinity. 

Here is the idea. You know how 
anxious any store keeper is to get 
people to come into his store. That's 
why he makes all the window dis- 
plays, and sets up all his newspaper 
ads, and so on. Now, suppose a 
poster such as that above were 
placed in a prominent position in his 
window, isn't it a certainty that peo- 
ple will go in to inquire about it? 
That much is dead certain. 



Here is a way to pass out $100 
in prizes for your own benefit 
without spending a red cent 



CROSS WORD PUZZLE 
CONTEST 

First Prize $00 

Second Prize 00 

Third Prize 00 

Directions — Follow the Dia- 
gram of the puzzle shown in 
the poster, and make up a 
puzzle using the name of the 
serial picture playing at the 
Strand Theatre every Mon- 
day, and the name of the 
shop in which you get this 
card. Send in card with your 
puzzle. 

(Shop Name) 



Now, you get about twenty of 
these cards out, and have the store- 
keepers each contribute a propor- 
tioned amount to make up the $100 
or $50, or whatever sum you decide 
to give. That sum is divided up in- 
to any number of prizes you wish. 
The prizes are to be offered to the 
best cross-word puzzle, using the 
form as shown in the still above, this 
puzzle to contain the words, "The 
Scarlet Streak" and the name of the 
store in which the card appears. 

Even newspapers can be inter- 
ested in getting into the contest. At 
least, you can be fairly certain that 
they will if you place some of the 
splendid newspaper ads on "The 
Scarlet Streak" as shown on the last 
page of the section into the ad col- 
umns of the paper. That ought to 
be a part of your campaign anyway. 

Just think this over. You know 
your store keeper friends better than 
we do over here. You may know of 
a better angle to approach them. At 
any rate, the idea is there, and it is 
sound. Don't pass it up. 



Page 24 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 



Safe and Sane Club 

A Golden Opportunity for Exhibitors Not Only 
to Exploit The Picture But 
Themselves As Well 



YOU want the good will of 
your town, don't you? You 
want to be known as a man 
who has a sense of civic pride ? 
Who has done things to further 
the welfare of his home town? 
Sure you do. There is a great 
feeling of satisfaction in being 
referred to as "One of the city's 
leading citizens." 

Get that across and people will 
come to your theatre with a 
friendliness that you never can 
otherwise attain. 

Here's the way to do it. Jack 
Daugherty, who plays the lead in 
"The Scarlet Streak" is a good fel- 
low. He is an idol among those 
who have had the fortune to know 
him. The younger, blue-blooded 
American is especially for him, 
because he stands for everything 
that the youngsters look forward 
to. 

Jack Daugherty will sign his 
name as honorary president of the 
"Safe and Sane" Club in your 
town. He knows what real dang- 




A couple of signs like these are very 
easy to construct, and most effective 
if put on display in front of your 
lobby. It is the little effects like these 
that will add up into one powerful 
campaign for you in putting over "The 
Scarlet Streak." Don't pass up any 
of them. 




QThis is to certify thai 




has been elected a member of the 



£He is pledged to help in keeping him- 
self and others free .from unnecessary 
danger in crossing streets, hitching . 
on tuagons and cars, and playing . 
recktesslg on crotuded thoroughfares.. 




MONOR^ny precioen 



PUB SlOEKT 



A facsimile of a diploma that can be used for admit- 
tance into the "Safe and Sane" Club. The kids will 
fall for it like iron filings to a magnet. Jack 
Daugherty wants to be the honorary president. ' 



er is. And he fully realizes the 
foolhardiness of exposing oneself 
to danger unnecessarily. There is 
enough to be had when it can not 
be avoided, and is is his personal 
opinion that the Jay Walker is the 
worst sort of pest. 

He is strong for the safety idea, 
especially for children. If there 
is a woman's club in your town, 
or a Father and Son organization, 
have them get in touch with Jack 
Daugherty through the exploita- 
tion editor of this paper, and he 
will write to them and explain the 
benefits of training boys and girls 
from early youth, to watch their 
step — to play safe and sane. 

You can get all the civic au- 
thorities behind you on this move- 
ment. . You can make them set 
aside one day a week as a "Safe 
and Sane" Day, during which 
there will be talks in all public 
centers on safety. You can get 
the police department and the fire 
departments as well as any or- 
ganized taxi and other transporta- 
tion, companies to cooperate with 
you on this drive. 

It may take a little effort on 
your part to put across all this but 
just think what wonderful results 
you will get — and lasting results, 



THE EXPLOITATION ANGLE 

Stunt Takes On The Magnitude Of A Fan 
Club For Jack Daugherty 

IN further reference to the "Safe and Sane" Club, it seems hardly necessary 
to call your attention to the great advertising value the little diploma above 
will have, especially with a motion picture star's name on it. 

For the president, and secretary, use the heads of the welfare clubs in your 
town. They like to have their names on things and it may be the one way of get- 
ting their full cooperation on the matter. 

If nothing else, the least that can be accomplished by this diploma is to get you a 
lot of extra rooters for Jack Daugherty, another fan-club, as it were. And every 
exhibitor knows the value of these fan clubs. They are the greatest meal tickets 
any theatre can get. ...... <■■■.?.. - \? 

On the facing page are shown some other ways to get the picture across with 
the safety idea tie-ups. Frankly, it is our opinion that this will prove to be the 
best angle, since you have a chance to play up the great dangers that beset the hero 
in "The Scarlet Streak." 



December 5, 1925 



National Tie-Up and Exploitation Section 



Page 25 



Safety Week Will 
Get City Co-Operation 

Issue A Warning to 
Jay Walkers 




Be Sane / 



Be Sal 



OR YOU MAY NEVER GET TO SEE 




earlet Strea 




The Thriller oF the Ag&S — 



THERE is a shout, a hurried and frenzied attempt to 
put on the brakes, — and then silence, except for the 
stifled sobs of the innocent folks at home. The Jay 
Walker has paid for his carelessness. 

That's the story, nine times out of ten. And always 
some innocent mother or wife back home is left to suf- 
fer. Here is your golden opportunity to get a real drive 
against this unmoral evil, Mr. Exhibitor. There are 
stills like the one shown to the left here, taken from 
"The Scarlet Streak," that show the terrible results of 
street accidents — avoidable accidents, if only the pe- 
destrian, or the driver had been a bit less reckless. 

POSTERS ON EVERY CROSSING 

You can and ought to, get one of these graphic 
posters on every dangerous street crossing in your 
town. That's where they will do most good, and that's 
where they will call the most attention to your theatre. 

You can get these posters up in schools, libraries, in 
fact in any public buildings. After all, they do serve 
the city and the public, and if, incidentally, they are 
working for you, that's nobody's business. 



The Railroads W ill Tie-Up On This 



CAN you imagine a more graphic 
poster than this to the right on 
the now famous expression 
"YOU MAY LOSE?" It's just the 
thing that railroads have been look- 
ing for, and if they don't give it a 
most prominent position in the rail- 
road stations in your town, we miss 
our best guess. 

You can get some extra atmos- 
phere into this idea by getting up a 
window safety exposition in a store 
that <s nearby the station. In such 
an exhibition, feature only matters 
of interest to railroad safety, such as 
switches, brakes, and so on. It would 
also help to get up a nicely lettered 
poster with statistics of "Avoidable" 
accidents on railroad crossings. 

Throwaway cards, using the little 
cross sign on the facing page and 
the copy on this poster to the right, 
will be an inexpensive but efficient 
medium for getting across your mes- 
sage. 



If you seek Excitera 

don't have to do this 



PLENTY OF THRILLS 

tCARLET 



ent you 

ylose ! 




STREAK 



EVERY MONDAY 

AT THE . 

5TR.AN D 




"You May Lose" is the slogan of all the safety movements that are started by 
Railroad Companies. Follow along on that slogan to enlist the help of these 
companies. In making up the posters, get the name of the company in whose 
station you are going to place the poster prominently displayed on the card. 



Die Greatest 




One o 



nittersaVs £uch 




ever made 



Fo r a 



Alive with Action 
and Smashing Colors/ 

CLEAN UP PAPER 

For the FIRST 
GREAT FIRST RUN A 
SERIAL/ A 



MIVERSAL 





Ji Startling' Story of the Internationally 
f-L^L Famous DEATH RAY 



tSSDOBf ftrHNSTElN 



*N ADVlNTURE 

' C T" u R t IN 




SCA 



ST/ P"ING 

JACK 





at 

JACK DAUSHEfclT 

^ V.lktOLA TOOO ; 

AN ADVENTURE PICTUR.E 

CHAPTERtoACEJHECIIOWP 11 



m 




r^r» i WKt. 9*?WV l/ft&g 



c -\ -Wi/ettw w Serials/ 



Page 28 National Tie-Up and Exploitation Section Exhibitors Trade Review 



DON'T MISS THIS 
BALLYHOO STUNT 



Famous Death Ray Machine 
Is Basis of Story 

The kids will fall for this one like a 
flock of sheep. And the other ones will 
also take a peek when they feel that 
there is nobody around to call them 
babies. 

You know, the whole story of this 
serial has been based upon the famous 
death ray machine that caused so much 
talk several years ago. If you want 
to take the time to do so, you can get, 
from any newspaper clipping service, 
many of the items and stories that ran 
in the newspapers about the machine. 

Paste these stories up on a compo 
board, and place it in a prominent po- 
sition in your lobby. The machine, 
seen in the photo below (which is an 
exact reproduction of the machine used 
in the picture) can be duplicated in 
part by any deft carpenter. Or if you 
have some ingenious mechanic around 
town, he can have some fun by getting 
all the odd wheels and bars he has 
around his shop to form some contri- 
vance that will give the impression of 
being one of these death ray machines. 

Don't try to get away with it, and 
call it THE death ray machine but it 
certainly can be panned off as a MOD- 
EL of the machine. 

If you know anything about chemis- 
try, it will be easy for you to get some 
compounds that flash smoke under cer- 
tain conditions without any harm being 
done. If you want to go into further 
detail write to Hank Linet, Exploita- 
tion editor of Exhibitors Trade Review 
and he will give you some formulas for 
this stunt. 





Keep Hammering On 
The Scarlet Streak 

Everything That You Can Connect Up With 
The Title Will Help Boost Sales 

IN the drawing above is a suggestion for a very attractive marquee display that 
is not over expensive, but is sure to pay back much more than it can possibly 
cost to make. It's a dummy airplane. All the material you need is a few 
bamboo rods and some canvas. Your carpenter will do the rest for you. 



Keep in mind that you can keep this 
therefore the cost is to be divided over 
that period of time. The important 
part of the rig up is the light which 
should be placed either in the middle 
of the propellor, or under the chassis. 
The light should be red, and if possible 
get it to reflect upon some sidewalk 
sign as is shown in detail on a page 
farther on in this section (with drug 
store tie-up). 

If you are careful in the building of 
this dummy plane, you can easily make 
it a street ballyhoo as well, by putting 
wheels on the chassis, and drawing it 
through the streets. Americans as yet 
are not so blase that they will not stop 
to look at an airplane. 



machine hanging for several weeks, and 
as souvenirs to the children that at- 
tend the first performance. 

If you do not wish to go to the 
trouble of making these, your neigh- 
boring toy store will tell you where you 
can buy these novelties. 

They are very cheap, and the chances 
are that if you take it up with the 
manufacturers direct, they will do the 
imprinting for you gratis if you order 
about two hundred of them. The to- 
tal cost ought not to be over $4.00, and 
considering- the line up vou will gret in 
front of your theatre if the youngsters 
know they will receive these gliders, 
it will be well worth the expenditure. 



PAPER GLIDERS GLIDER CONTEST 



ANY kid in the streets will show you 
how to make a little "glider." It 
requires a thin wooden stick, about ten 
inches long, and one quarter inch 
square. Strips of cardboard (2" x 8" 
for the large and 2" x 4" for the small) 
are used for the wings, attached by 
means of rubber bands. ' Print the 
words "SCARLET STREAK" in red 
on the big wings, and pass them out 



There are, no doubt, some young- 
sters in your neighborhood for whom 
the making of these gliders and model 
airplanes (run with rubber-band mo- 
tors) is a hobby. Get up a contest for 
duration and distance flights among 
these boys. Advertise the contest in 
the newspapers, and we assure you of 
results. (The writer once won a 
prize that way). 



December 5, 1925 



National Tie-Up and Exploitation Section 



Page 29 



DON'T FORGET HER 



The Importance of Putting Your 
Campaign With the Women 
Can Not Be Overstressed 



IN EVERY exploitation campaign, it would be financial 
suicide to leave the women folk out of consideration. 
' They are the ones who go to the movies the most, and they 
are the ones that give the youngsters the pennies needed 
to attend your matinees. 

Sell them on the idea that they and their young ones 
ought to see the pictures, and you are fairly sure of a good 
house. 

Take up the speculation there is current at the present 
time regarding the solidity of the bobbed-hair fashion. It 
looks as though it may lose its popularity, and that the long 
tresses will soon be in vogue again. 

Mr. Exhibitor, you as a man, can hardly appreciate the 
extreme importance of this fact to women. Why, an earth- 
quake would be relegated to second page news if some fa- 
mous actress were suddenly to say that bobbed hair is 
passe. . . 

Play up the poster that is shown to right of this column. 
Place it in all the beauty parlors, but remember that it will 
be used in these places only as an excuse for the manage- 
ment of the parlor to issue propaganda to counteract any 
movement towards long hair. 

Gloves and Bags 

Any ladies wear shop will welcome the opportunity to 
use the two stills shown below in a window display of wo- 
men's gloves and bags. Also note, in the still to the left, 
how prominently the black bead necklace is worn. This 
can be utilized in a novelty store tie-up. 




back long tresses again. 

. — ^ — - • 



7/oiv do you like these in 




EVERY Jp STRAND 

MONDAY Jf THEATRE 



1 N making up posters such as shown above, keep in mind 
* the color scheme. In all cases, the words "The Scarlet 
Streak" must be in red. And wherever possible, the window 
display around the poster should carry out the same idea by 
having red as the dominant color. It is these little touches 
that add so much to displays — enough to take them out of 

the ordinary. 



Page 30 



National Tie-Up and Exploitation Section Exhibitors Trade Review 



Every Insurance Company 

Will Help You In This 



Rain Insurance 

Here is one way to get yourself 
some extra publicity, and at the same 
time to do some good business. Insure 
your opening showing of "The Scar- 
let Streak" against rain. That is, 
should it rain on the day that you 
advertise the showing for, the insur- 
ance company will stand the expense 
incurred by you by allowing- one free 
admission for everv oaid admission 
that comes in on that day. 

The cost of this insurance oueht 
to be trivial, for it offers the insur- 
ance companv a great ooportunitv to 
break into the front paee columns of 
the local newspaper, tellino- p11 about 
the mn^ unique form of insurance 
ever sold. 

Other Insurance Stunts 

. Tne same stunt can be just as eas- 
ily worked on insurance against 
heart-failure from excitement during 
the picture; insure against street 
accidents on the way of the patron 
to the theatre. In each case, however, 
it is to be remembered that the grea- 
est results to be expected are from 
the publicity you get in the news- 
papers commenting on the novelty of 
such insurance. 

It might be advisable, also, to get 



THERE is no more lively an 
organization of business men 
than those engaged in the 
business of insurance. They are 
always on the lookout for some 
way to increase their business. 

They are the men to see when 
you want to get something big 
over, and if you can present some 
angle that will result in benefits 
to them, just watch their dust 
when they start going. 

The poster layout below, made 
up of two typical scenes from 
"The Scarlet Streak" will be like 
music to these insurance men. 
Show them an accident of any 
sort, and they'll deliver a lecture 
on "If you can't be careful, at 
least insure yourself." That's 
the slogan of these men and they 
sure do work hard on it. 

Two for One 

On this page are several ideas 
that are suggested for co-opera- 
tive work between yourself and 
these insurance companies or their 
agents. You'll find that for every 
idea you advance to them, they 
will usually have two others to 
shoot back at you, and from what 



we know of insurance men, their 
ideas will be worth listening to. 

a large facsimile of the insurance 
policy displayed in the lobby of your 
theatre. The insurance company 
will stand the expense of this idea, 
for after all, it is going to share in 
the publicity as much as you. 

Accident Trailers 

There are many insurance com- 
panies, in fact all of the better known, 
who have prepared in their main of- 
fices trailers covering the subject of 
accidents, showing statistics and such 
matter, of great interest to most peo- 
ple. These companies welcome any 
opportunity to show these, and if, 
by granting them about ten minutes 
of your running time for these show- 
ings, you can enlist their full coop- 
eration in tie-ups, you should do so. 

A Different Angle 

Insurance against accident and 
sickness is one thing. Then there is 
the angle that is used by savings 
banks and home building companies, 
that call investments "Insurance 
against old age." Take the matter 
up with the officials of such com- 
panies, and they will no doubt, put 
some of their high salaried men on 
the job to work out the many sug- 
gested ideas along the lines to best 
suit that particular purpose. 



Scenes taken from "The Scarlet Streak" 
showing weekly at the Strand. 




Accidents Are 
Caused by Carelessness 

They Should Be Avoided 



BUT 



THERE IS NO USE OF CRYING 
AFTER THEY HAPPEN. IT MAY 
BE THE OTHER FELLOW'S FAULT 

Insure Yourself Against the Other Fellow 




December 5, 1925 



National Tie-Up and Exploitation Section 



Page 31 




Lens Display In 
Optician's Window 



The Red Hat 

Following along the lines of the 
comment caused by the recent fad of 
"Green Hats," you can arrange with 
the milliners in your town to feature 
a ladies hat, either in a solid red or 
justwith a scarlet red streak as a hat 
band for it. Some of these have been 
seen in New York, and they are very 
attractive affairs that are sure to get 
the women's fancy. Use the still 
shown above in any window displays 
arranged for these hats, calling at- 
tention to the hat. 



Lens Used in Machine 
Can Be Made On the 
Interesting Display 

HERE is an unusual opportunity 
for a tie-up with the local opti- 
cians. These opticians are very proud 
of their work, and will always enter- 
tain an invitation of making a show of 
what they do. For one thing, you can 
arrange with them to make a display 
in their windows of unusual lenses, 
making sure, however, that the still 
shown to the right is given prominent 
position in the display, and calling at- 
tention to the fact that the lens shown 
in the still is the one that made the 
Death Ray machine possible in the 
picture "The Scarlet Streak." 

Contributed Articles 

Follow up this display by arranging 
controversy in newspapers between two 
of the best known opticians in your 
town regarding plausibility of . the 
famous death ray machine that held the 
attention of the entire world not long 
ago. This can be adapted to any fam- 
ous inventors residing in your town. 
They will have something to say about 
the matter. The chances are that what 
they say will make good reading. 




THE 
several 



Tie UP With Valspar 

CAN you imagine any better picture than this below to use for a tie-up with 
Valspar, Valspar features the fact that any article that is Valsparer will 
never be soiled by water hot or cold. Their advertising copy usually stresses 
the fact that the know- 
ledge that travs and 



Opinion Contest 

controversy started between 
opticians regarding the 
plausibility of ever building a machine 
that could cause death and destruction 
through rays might open the way to 
another contest among laymen on the 
topic "Would such a machine stop war, 
or rather, on the contrary, further the 
unscrupulous nations in taking advan- 
tage of its powers?" 

There would be some live talk 
about this matter, for, if we recall cor- 
rectly, the newspapers were full of 
such letters from the readers at the 
time when the original Death Ray ma- 
chine was just heard of. 



trays 

table tops, etc., are free 
from the attendant dan- 
gers, will the house- 
wife's mind free from 
unnecessary worries. 
That is the reason for 
the copy advanced in 
the poster here. 

Don't discount the 
tie-up simply because 
Valspar seems to have 
nothing to do with 
"The Scarlet Streak." 
That is immaterial. It 
suffices that you can 
get some sort of notice 
into another window. 

You can arrange tie- 
ups with any hardware 
store on this point, for 
Valspar is a national 
product, and the line 
of window displays is 
famous all over the 




P JO 0H l foke Ckanc, 
having 

Streaks 

or H 





THEN YOUR MIND WILL BE 
FREE FOR 




playing: 

EVERY MONDAY 



If you take a board 
finished in mahogany and 
pour hot water over it, 
it will leave a streak of 
a red color. There is an- 
other way in which you 
can tie-up the picture 
name with the Valspar 
product. Suggest this to 
the hardware man. 




Page 32 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 




There Is A Natural 
Angle In The Name 



T 



HE SCARLET STREAK" is one of those descriptive names that lends 
itself easily to exploitation on that account alone. Earlier in this section 
there have been several references to manners in which this particular 



Neck Tie Tie-Ups 

Every now and then, some enterpris- 
ing haberdasher will put something in 
his window for no other reason than 
to attract attention, and incidentally — 
to later capitalize upon that attention. 

If you have a wide-awake haber- 
dasher in your town, suggest to him 
the great effect he could produce by get- 
ting the "flamingest" red neck tie he 
can procure and calling it "The Scarlet 
Streak." 

A display of these ties will hardly 
create a sale for them, although, if you 
are game enough to stake some free 
passes, you can advertise the fact that 
any man wearing one of "The Scarlet 
Streaks" will be allowed in free on the 
night that "The Scarlet Streak" plays 
for the first episode. 

Ten to one, the haberdasher will pay 
half the admission, as he profits too. 



angle of the picture might be exploited. We have mentioned the ballyhoo on 
the "Death Ray" machine, and the stunt of hanging a dummy airplane under 
the marquee. 

Here is another that suggests itself, which can be used in a tie-up with any 
store selling cosmetics. 

First, arrange a window display with several of the stills from the picture 
surrounding a nicely, naturally colored picture of a pretty girl's face. Paint this 

girl's lips with the deepest scarlet you 
can find. Then, in a poster caption, ex- 
plaining this picture, refer to the draw- 
ing as a scarlet streak, and explain the 
correct way of applying lip stick so that 
it will beautif uy the user, rather than 
to make her look hideous. 

We have arranged with Delico Lip 
Stick to send their magnificent window 
display material to any store that you 
may designate through these offices 
here. These will help materially in put- 
ting the tie-up across. 



Descriptive Ads 




They Tell the Story Graphically 



Spot Light 



Free Space Is Part of 
Your Newspaper Ads 

ON the facing page is a layout of some of the ad copy that has been 
prepared for your use by the Universal exchange. These can be bought 
either in cut or mat form at a very small charge. By all means, use as 
many of them as you can. Always remember that when you pay a paper, say, 
five dollars for some space, you are entitled to get it if you ask for it, and in- 
sist upon getting it. Do you get the point? 

Don't pass it up, though. There is oftimes more value in two inches of 
publicity reader than in ten inches of paid advertising. Get your share of 
both. But here too, as for any other 



To get the extra kick into the stunt, 
and, at the same time, to play more 
strongly upon the advertising value of 
the name, a rig up such as is shown top 
and bottom of this page will prove very 
effective. 

The baby spot is in common useage in 
many stores throughout the country. 
Have it mounted on the cornice ledge 
above the store, and direct its rays on 
to the sidewalk upon which is painted 
the following: "BEWARE! THE 
SCARLET STREAK." Either make 
the spot red, or paint the letters in red, 
to further emphasize the full signifi- 
cance of the same. 

If you can arrange an interrupted 
switch circuit for the spot, so much the 
better,, for it has been proven that a 
light working spasmodically has a 
greater attraction power than a steady 
one. 



of the ideas suggested in this section, 
get about 90 percent of your pressure 
on the first episode. 

All the contests and all the discus- 
sions you will want to get up about the 
death ray machines, and the uses of 
that machine, as well as any free mat- 
ter you will want to get on the "Safe 
and Sane" Club will be to a large de- 
gree dependent upon the amount of 
newspaper advertising that you place 
in the papers. Get wise to yourself, 
and play the game with them. You 
w* 11 find that it pays. 



5U 



This sidewalk advertise- 
ment is explained in 
full detail in the article 
to the top of this page. 
It is ^sure to prove a hum- 
dinger. 





December 5, 1925 



National Tie-Up and Exploitation Section 



Page 33 




Ad. No. 6 — 2-col. 



NEWSPAPER ADS PAY 



i 



or 



T has been stressed in other pages of this section that newspaper advertising pays. Now take 
a look at the line up of ads that are available for "The Scarlet Streak." You can get the cuts 
mats from your local Univrsal exchanges. They are cheap, and at the same time, 

sure fire result getters. Use as many 
as you can the first week before show- 
ing episode one, then, keep shooting 
them right through the whole serial. 




They Begged Us To Make It 

A Jewel 



THEY didn't want to see it — that hard-boiled Jewel Depart- 
ment. But they finally came in and sat thru a solid hour of 
"The Scarlet Streak." Then the roof shivered. They all shouted 
at once: "Marvelous! Wonderful! Great! A double wow- 
wow! Give it to us! Make it a super-jewel" they begged. "Noth- 
ing doing," was the answer, "it's scheduled as a serial, and as a 
serial it stays." They begged with all but tears in their eyes, they 
pleaded, threatened. They said we were losing a fortune to 
sell it at serial prices. It hurt to refuse them. But we stick to 
our word. It has everything you pray for — everything audiences 
dream about. Suspense, romance, novelty, action, and thrills 
upon thrills in wild profusion. It's a gold mine, a mint, a Bon- 
anza, treasure chest, all rolled up into one and multiplied by ten 
— really the first-^reat first-run serial! 





JACK 
DAUGHERTY 



with a dazzling all-star cast includ- 
ing Lola Todd, Al Smith, and Vir- 
ginia Ainsworth. 

Directed by 

HENRY McRAE 



One of 



LversaFs " 




Six" Adventure Serials 



December 5. 1 ( )25 



Page 35 





V 




This is one of the scenes in "The Green Archer," where the subject is treated in its most graphic form — as a 
contest! The exhibitor who can work up interest in this intriguing sport will make his theatre a rendezvous for 
all the contestants. There are many exhibitions in the film to serve as a model, to say nothing of suggestions 
from expert archers in Pathe's live press sheet. 




"The 



WHEN I first saw "The Green Archer" 
I witnessed it for the purpose of re- 
viewing. My mind was all set for dis- 
secting it reel by reel in terms of entertain- 
ment. What my conclusions were in this 
respect have been recorded in the columns 
where such things properly belong. 




Out from apparently nowhere stretches a 
clutching hand, terrible in its intent and 
mysterious in its purpose. There are many 
situations of this kind in this dramatic 
serial. 







A^JJ.tCJC'ir i!3€^^J8 

reen Archer 9 9 



By MICHAEL L. SIMMONS 

But what dawned on me with particular 
force, as one reel gave way to another, as 
incidents kept molding themselves into story 
form, was — from the exploiteer's point of 
view — the unique selection of a subject. 
Archery ! Not only the unique selection of 
subject matter, but also the unique endow- 
ment of entertainment values for a serial. 

The test of my reaction is that my old 
instinct for exploitation kept asserting it- 
self ; experiences with films out in the field 
where the picture is sold direct to the public 
kept percolating through my mind. I kept 
turning over in my mind what I would have 
done had I been sent out to put over "The 
Green Archer," or what I would do were I 
now to be sent out with it. 

AS a reviewer I pronounced "The Green 
Archer" one of the best serials 1 had 
witnessed heretofore. As a former exploi- 
teer of serials, as a many times judge in 
exploitation contests for serials, I can say 
that never have I passed judgment on a 
serial that had more promising exploitation 
possibilities than this. 

I notice that Pathe crystallized these pos- 
sibilities in a press sheet that is indeed a 
worthy accessory to the film. Archery con- 
test, book tie-ups, ballyhoos, newspaper 
"plant" stories, mystery stunts, lobby decora- 
tion schemes, shadow boxes, posters, window 
cars, box-office names, trade-mark tie-ups 
with national advertisers, sniping heralds, 
and kindred other merchandising devices are 
offered in a strikingly graphic form as to 
truly comprise that oft used and just as 
often "abused" term — ready made exploita- 
tion ! 

That's how I regard the advance work on 
"The Green Archer." I say that not because 
I am impressed by the masterful line-up of 
exhibitor aids on paper, but with the per- 
spective of one who has had to go "right 



to the bat" with exhibitors and the dear old 
public, invariably starting from the same 
premise as this — possibilities and a press 
sheet. 

The possibilities are many, the press sheet 
shows each and every one of them in specific 
form, and the picture is interesting. A prom- 
ising investment. 




Burr Macintosh, well-known for his splen- 
did portrayals on the legitimate stage, 
gives a force and crushing vigor to his 
mysterious part as the owner of Bellamy 
Castle 



Page 36 



Exhibitors Trade Review 



"Laff" Month 
Offers $850 



Committee 
in Prizes 



-»oi 



=0=0= 

gh Month 
ontest I 

exhibitors or U 



$100 EACH WEEK TO WINNER OF BEST 
EXPLOITATION CAMPAIGN 

THE National Laugh Month Committee, which is conducting the Laugh 
Month campaign for the Short Features Advertising Association, has 
just announced plans for the distribution of $850.00 in cash prizes to ex- 
hibitors or theatre employees conducting the best exploitation campaigns 
tying up with this national drive during January. 

The prizes will be distributed weekly, the first prize for each of the four 
periods into which the month will be divided being $100.00. 

The awarding of the cash prizes will be in the hands of a Committee con- 
sisting of the editors-in-chief of six national motion picture trade publica- 
tions — Willard C. Howe, Editor Exhibitors Trade Review, William A. Johns- 
ton, Editor Motion Picture News, Joseph Dannenberg, Editor The Film 
Daily, Martin Quigley, Editor Exhibitors Herald, Arthur James, Editor Mo- 
tion Pictures Today and William J. Reilly, Editor Moving Picture World. 

The contest will be open to all exhibitors, 
house managers, publicity representatives or 
others responsible for the originating and ex- 
ecuting of theatre publicity and exploitation 
campaigns. There will be no restrictions as 
to the size of the theatre, and the amount of 
money spent on any campaign will not enter 
into the decision of the judges, the awards 
being made to those who in the judgment 
of the jury have conducted the best campaign 
for their particular theatres and under their 
own peculiar circumstances. 

For this contest an exploitation campaign 
may include newspaper advertising, news- 
paper exploitation tie-up, straight newspaper 
publicity, tie-up with merchants, straight 
street ballyhoos or any other form of exploi- 
tation stunt. In submitting an entry in this 
contest, the exhibitor should describe each 
factor in his campaign, as the judges will 
consider the campaign as a whole and take 
into account the coordination of the various 
factors in the campaign. 

The first period for which prizes will be 
awarded will be from January 1 through the 
week ending January 9. The second prize 
will be for the week ending January 15, the 
third period for week ending January 23, an<J 
the fourth period including the rest of the 
month with the extra Sunday, January 31. 
The entries for the first period will close at 
noon January 23, for the second week they 
will close at noon January 30. Entries for 
the third period will be received unrjl n\m 
February 6 and exhibitors will be given antil 
noon February 15 to get in, their entries for 
the final period. 

Exhibitors can use the blanks to be printed 
by the trade papers to send in their entries 
in this contest or they can give the required 
information without using these blanks, but 
all entries must be mailed to the NATIONAL 
LAUGH MONTH COMMITTEE, 218 
West 42nd Street, New York City, so that 
tney will be received by +he Committee be- 
fore the closing dates mentioned above. 



D 

o 



Rules for Laugh 
Exploitation C 

Contest open to all 
theatre employees responsible for 
exploitation campaigns. 
Campaign can include advertising, 
posters, publicity, tie-ups, ballyhoos 
and any form of exploitation. 
Description of campaign not over 
200 words must be sent with entry. 
Proofs or clippings of ads and pub- 
licity stories and photographs of 
ballyhoos or other displays must be 
submitted. 

All campaigns to be eligible for 
prizes must tie up with Laugh 
Month. 

If campaign is based on a particular 
comedy it must be in the Short 
Feature class (not over three reels). 
Prizes are as follows for each of the 
four weeks: 




1st prize 
2nd prize 
3rd prize 
4th prize 
5th prize 



$100.00 
. 50.00 
. 25.00 
12.50 
10.00 



and three additional prizes of $5.00 
each. 



IOC 



o 



Avail yourself of this head, which the 
"Laff" Month Committee will feature 
in various sizes and forms. A smile that 
will make the public smile with you. 



PATHE ISSUES THEMATIC CUE 
SHEETS FOR SHORTS 

Pathe announces another exhibitor aid in 
the issuing of Thematic cue sheets for its 
short-subject comedy product. 

The issuance of these music cue-sheets is 
in response to many requests from theatres 
playing the Pathe comedy product, which 
have not only asked for them verbally from 
the Pathe Branch managers and salesmen but 
have written in to the Home Office. 

It is claimed that the demand for cue- 
sheets on the Pathe comedies was no doubt 
started by the musical tie-up effected with 
Whitmark and Sons on the special "Our 
Gang" edition of "Stay in Your Own Back 
Yard," which was issued coincidentally with 
the release of "Your Own Back Yard" one 
of the best directorial efforts of Robert Mc- 
Gowan, who guides the Hal Roach rascals in 
the films. 

A song dedicated to Farina, the little 
colored player, has been published by the 
Alvano Mier Music Publishing Company. 
The title is "Lil' Farina, Everybody Loves 
You." 



National Exhibitor Support 
Behind Laugh Month 

West Coast, B. & K., L. & T., and Other Circuits Pledged 



APPROPRIATE FOR XMAS 

First-run houses booking Educational- 
Juvenile Comedies will welcome the new re- 
lease, "Bachelors' Babies," on account of its 
extreme desirableness for showing during 
the Christmas holidays. It is a short feature 
literally breathing with Xmas spirit and good 
cheer. 

Massive sets, showing toy window dis- 
plays, decorated Xmas trees and realistic 
snow scenes, predominate the film and make 
it a suitable subject in every way to usher 
in the exhibitor's Xmas program. 



That the "National Laugh Month" cam- 
paign, set for January, 1926, has taken a 
strong hold among exhibitors, is shown by 
the veritable storm of pledges of support 
that has descended upon the committee. 

Earliest in the field, with elaborate plans 
to aid in the campaign, is the West Coast 
Circuit, which, through its organization, 
will undertake to promulgate the short fea- 
ture subject throughout the entire Pacific 
Coast territory. A special meeting was held 
last week on the West Coast, attended by 
representatives of producers of short-fea- 
tures. Cooperation of the numerous stu- 
dios producing comedies has been promised 
the personal appearance in theatres of 
many comedy stars. 

Chicago and the Middle West "sees its 
duty and does it," as witness the news from 



the Windy City that the entire Balaban and 
Katz circuit, as well as the Midwest or- 
ganization will do everything in its power 
to make a success of the "National Laugh 
Month," with the Lubliner and Trinz houses. 

The Stanley Company of America, in 
Philadelphia, demands a place in the sun of 
"Laugh Month;" the Stillman and Allen 
Theatres in Cleveland, giants of the Loew 
string in Ohio,' with their lesser satellites; 
the Rialto of Washington, D. C. ; the Al- 
hambra of Milwaukee ; the Broadway Strand 
of Detroit ; the Cameo of Pittsburgh and 
its namesake in San Francisco ; the Amer- 
ican in Denver; the Columbia in Portland, 
Oregon, and the Columbia of Seattle, Wash- 
ington ; the Clemmer, Spokane ; the Liberty, 
Kansas City ; the Randolph, Chicago ; the 

(Continued on page 43) 



December 5, 1925 



Page 37 



How International Newsreel is 
Helping the Exhibitor 

By EDGAR B. HATRICK 

Gen'l Manager International Newsreel Corp. 



International Newsreel's endeavors to 
help exhibitors put over International News- 
reel, are broadened day by day with mani- 
foldly successful results, both to the exhib- 
itor and producer. 

The master stroke of exploitation has 
been the issuance of "Life's Greatest 
Thrills," than which few short subjects have 
received such universal commendation. This 
super-thriller has now been shown in most 
territories throughout the country and every- 
where has been acclaimed as a super box- 
office attraction. Such prominent exhibitors 
and theatre-owners as Marcus Loew, Dr. 
Hugo Reisenfeld, Balaban & Katz, William 
Brandt, W. M. Massiter, of the Whitehurst 
interests in Baltimore, A. M. Bowles, of 
the West Coast theatres, and hundreds of 
others have voluntarily praised this means 
of exploiting International Newsreel, while 
no less a personage than the President of 
the United States saw and enjoyed the pic- 
ture on his recent trip to the West. 

It proved a sensation in France, while in 
Canada, Ralph Buffner, manager of the 
Capitol Theatre of Vancouver read so 
much about the picture, that he made a 
special trip to Seattle to see it in the pro- 
jection room of the Universal exchange. 
In a letter of appreciation of it, he wrote: 

"In years of close contact with every 
pictured news item, I am afraid we all lit- 
tle realize the great accomplishments in 
newsgathering constantly going on ; and only 
the viewing of the cream of the world's 
most tragic and thrilling events brings out 
the full appreciation we should all have 
for the newsreel cameraman." 

Newspapers everywhere acclaimed it ; Al- 
lison Smith, of the New York World, de- 
voted two columns in which to sing its 
praises. 

The illustrated poster recently adopted by 
International Newsreel has proved of tre- 
mendous box-office value to exhibitors 
throughout the country, according to scores 
of letters received by International News- 
reel and Universal Pictures Corporation. 

Newsreels show in thrilling pictures the 
current events of the day ; yet since their 



inception the posters used to exploit them 
have merely been cold type. What seemed 
like unsurmountable difficulties have always 
stood in the way of illustrating newsreel 
posters. It remained for International 
Newsreel to overcome these obstacles. 
With its unrivalled organization, Interna- 
tional was the only newsreel that could pos- 
sibly accomplish this task. The posters 
that now accompany every issue of Inter- 
national Newsreel, contain three photo- 
graphic reproductions of scenes that actu- 
ally appear in the newsreel. 

Exhibitors everywhere are taking advan- 
tage of this great box-office value and there 
has been an unprecedented demand for these 
remarkably interesting posters. 

The unsurpassed quality of International 
Newsreels is demonstrated more forcefully 
as each issue appears. The recent foot- 
ball contests throughout the country have 
afforded International Newsreel an excel- 
lent opportunity of demonstrating its en- 
terprise. 

International Newsreel's pictures of the 
Yale-Harvard game at Cambridge, on the 
afternoon of November 21st, were on the 
screens of the Metropolitan, Modern, Bea- 
con, Strand and other of the leading thea- 
tres in Boston at 6:30 o'clock the same eve- 
ning. On the same evening, International 
Newsreel showed in Columbus, Ohio, pic- 
tures of the Ohio State-Illinois game, and 
the following afternoon they were on the 
screens of Chicago theatres. Probably the 
most remarkable achievement was on the 
Illinois-Penn game at Philadelphia. By the 
use of airplanes, automobiles and fast trains 
International Newsreel was able to show 
pictures of the Penn-Illinois game in Chi- 
cago at the first showing on Sunday after- 
noon, seventh"!! ron're afte r the game was 

•layed. Such splendid effort drew forth 
encomiums from Balaban & Katz, Lubliner 
& Trinz, and other Chicago exhibitors, 
while radio announcements of International's 
enterprise in showing football games so 
promptly were broadcast in Chicago, Boston 
and New York City. 

These are some of the things Interna- 





A scene from "Ringling's Rivals," out of a "Hey Fellas" comedy, released by Davis 
Distributing Division. Real "Laff" Month material here. 



An excellent accessory, 14" by 12", 
to be had from the "Laff" Month 
Committee Accessory List, and very 
suitable to the theme. 

tional Newsreel is doing for exhibitors 
without extra charge and with only the 
thought in mind to give the best first at all 
times. 

KO-KO RAISES FUNDS 

Three of Red Seal's "Out-of-lnkwell" 
cartoons, animated by Max Fleischer, were 
the principle feature last week of the an- 
nual fair held by the Grace Methodist Epis- 
copal Church of East Orange, New Jersey. 
Different booths were used to raise funds, 
including booths for the sale of fancy ar- 
ticles, candies, ice cream, soft drinks, gro- 
ceries, magazines, home made rugs, aprons, 
etc. ; a roast beef supper brought in the most 
funds until the selling of seats for the 
Inkwell Cartoons, which topped off all the 
others in money raised. 

* * * 

"MARIONETTES" WITH HOPE 
HAMPTON 

Hope Hampton will again appear under 
the banner of Educational Film Exchanges, 
Inc., in a new Short Feature release entitled 
"Marionettes." This short subject is being 
made by the Technicolor process, with elab- 
orate costuming and magnificent settings. 

The theme is woven around Fate, Life, 
Destiny and Love, and a fund of earthly 
problems are enacted by puppets who have 
been brought to life by a fairy and given 
the ability to love, as do mortals. However, 
the Fairy warns them that should the Mar- 
ionettes voice the slightest wish, they are to 
return to their former state. 

Columbine is tempted, and departs from 
her lover Pierrot in favor of the villain with 
his sacks of gold. Later she repents this 
action because of her jealousy of Zanette, 
the coquette, and then she strives to gain 
back_ once more ner original love. In time 
this is accomplished, only at the cost of both 
their mortal lives. With just love remain- 
ing they continue on happily in their original 
puppet state — so the story goes. 



Page 38 



Exhibitors Trade Review 



Below at the left you see Molly Malone, who 
brightens up Jimmy Adams Comedies, and at the 
right you have Amber Norman, who lends eye- 
lure and divertissement to Christie's "A Salty 
Sap." 




This is Marian Andre, who glad- 
dens the eyes of audiences witness- 
ing Christie Films. Nature 
grand, isn't it? 



Frances Lee's cheerful smile alone 
would make Bobby Vernon worth 
seeing. But she has more than 
that. 



How I Regard Laugh Month 

By EARL W. HAMMONS 

President Educational Film Exchanges, Inc. 



LAUGH MONTH is a logical climax to 
the concerted efforts that have been made for 
some time past by the motion picture trade 
papers, producers and distributors and lead- 
ers in the exhibition field itself, to show 
exhibitors the value to themselves of better 
exploitation on Short Features. And the 
hearty response that has met the announce- 
ment of the LAUGH MONTH campaign is 
the best of proof of the victory that is being 
won. 



LAUGH MONTH can, and will do many 
things. It will encourage many people to 
look on the brighter side of life. It will con- 
tribute no mean influence toward making 1926 
a better and brighter year for the whole 
country by getting a large part of the citi- 
zenry to start the year right — with merriment 
and laughter. But from the standpoint of 
the motion picture industry alone, if it in- 
duces one hundred exhibitors who have never 
exploited their Short Features to boost them 
in January — to prove to themselves the addi- 
tional profit that c3.n be made by this better 
exploitation of the whole program — it will 
be worth' all the time, effort and money that 
are being spent on it. 

LAUGH MONTH !— January, 1926, will be 
the ideal period for the exhibitor who is still 
skeptical to put Short Features advertising 
to the test. The special accessories, prepared 
ads. and carefully detailed exploitation plans, 
will make it easy for him. The force of 
the national campaign of publicity will back 
up his own efforts to an extent never before 
approached in connection with Short Features, 
and if he deliberately passes up this oppor- 
tunity to make added profit from his come- 
dies and other Short features, then he is 
deliberately passing by box-office monev that 
might just as well be his. 

LAUGH MONTH should bring a great a- 
wakening to many exhibitors everywhere as to 
the unlimited possibilities for building bigger 
business that are offered to them in the 
Short Features. And bigger business is the 
whole point of the argument. A trade paper 
editor recently commenting on the prepara- 
tions for Laugh Month remarked that it 
should be kept on a dollars and cents basis. 
This is the basis — the only basis — for the 
exploitation of Short Features at any time, 



just as it is the only reason for any adver- 
tising by an exhibitor. No expenditure of 
effort or money on advertising or exploita- 
tion is justified at any time unless it will 
build business for the theatre. But proper 
advertising and exploitation on comedies and 
other Short Features, in conjunction with 
advertising of the longer feature and of the 
theatre itself and its many attractions, will 
build better business. It is doing it righl 
along for an army of exhibitors that includes 
most of the country's outstanding showmen 
and hundreds of its smaller exhibitors and 
that is growing in numbers with every pass- 
ing week. 

Let's all start the year right by giving the 
picture going public the best in laughs and 
then telling them about it ; by looking on the 
brighter side of life ourselves, and by letting 
the old box-office join in the laughter. And 
there's only one thing the box-office laughs 
about — better business. 




RED SEAL XMAS SPECIALS 

Edwin Miles Fadman, president of Red 
Seal announces that three special features, 
"A Little Friend of all the World," pro- 
duced by the Bray Studios, "The Magic 
Hour," and "Ko-Ko in Toyland," an Out- 
of-the-Inkwell cartoon, have been edited and 
are ready for release for the Christmas- 
New Years holiday season. 

"These three one reelers have been pre- 
pared skillfully by the best men of our 
staff," Fadman states, "who had in mind the 
need of the exhibitors for this particular 
season. Although these holidays are not 
banner days for the show business in gen- 
eral, these particular productions are so 
much part of the season in spirit, they 
should be an aid in boosting business." 

"A Little Friend of all the World" re- 
veals the adventures of a youngster who 
plays Santa Claus for all the little and big 
shy creatures of the woodlands ; "The Magic 
Hour" is about a kiddie who dreams that 
his toys come to life. This picture is 
marked with trick photography and fast ac- 
tion ; "Ko-Ko in Toyland" shows the ap- 
pealing clown's adventures in the land of 
toys. 



Note the contagion in the laughter. It is 
going to help put many others in a mirth- 
ful mood, for this is one of the heads that 
the Short Features Adv. Ass., will feature 
in its publicity and advertising. Get 
behind it. 



M. P. T. O. A. Official Endorses 
"Laff" Month 

Shorts Features Advertising Assn., 
218 West 42nd Street, 
New York, N. Y. 

Gentlemen : — 

It is superfloiis for me to add my 
endorsement to the National Laugh 
Month idea. 

The Short Subject HAS come into 
its own. 

The only problem in this relation, 
as I see it, is the method of bringing 
the realization of this fact to the 
theatre owner. Some distributors of 
Short Subjects have recently added a 
clause to their contracts in which 
the exhibitor agrees to give equal 
space to that given to the feature, 
for the Short Subject. 

It is my conviction that "National 
Laugh Month" for the purpose of 
educating the motion picture forces, 
to the value of the Short feature 
is the better plan, and which should 
and will bring the desired and 
merited result. 

Cordially yours, 
(Signed) J. M. SEIDER, 

Business Manager, M. P. T. O. A. 



December 5, 1925 



Page 39 



SHORT FEATURES 



"The Rider of the Pass" 

Universal 2 reels 

Bronc Hurley who has been carrying on an illicit 
traffic in horses, stealing horses from his employer, 
Maitland, is watched by Edward Prince, a stranger 
in the county. Bronc discovers Prince and wounds 
him. Molly Maitland looks after Prince during his 
convalescence. Later Prince succeeds in exposing 
Bronc and makes himself known as a member of the 
Mounted Police. Admiring Prince's grit, Maitland 
urges Prince to accept a job on his ranch. He de- 
cides in the affirmative when Molly agrees to become 
Mrs. Prince. 

For western fans this Mustang two-reeler, 
featuring Fred Humes, will prove good en- 
tertainment. 

The treatment of these westerns is so 
stereotyped that one without range rustlers 
fist fights, rough riding over mountainous 
land or the hero marrying the ranch owner's 
daughter, would be a novelty. 

"The Rider of the Pass" runs true to 
form, the ingredients being intact. 

* * * 

"Little Red Riding Hood" 

Universal 2 reels 

A delightful picture featuring Baby 
Peggy. Johnny Fox and Arthur Trimble. 
This was produced as a feature several 
years ago, but has been cut down and is 
now being released as a two-reel Century 
special. 

Baby Peggy couldn't have been over two 
or two and a half years old at the time— 
the age, I think, when she was the cutest. 
Where they favor her, they'll eat up "Little 
Red Riding Hood." 

Arthur Trimble, now featured in the 
Buster Brown Comedies is seen as the fa- 
vored contender for Peggy's hand and they 
certainly make an adorable pair. After the 
first few scenes which show Peggy's social 
life, the story religiously follows the fairy 
tale. 

The expert training of the dog playing 
the part of the vicious wolf adds convic- 
tion to the story. 

The beautiful costumes, the settings, the 
hand coloring, every detail was worked out 
with the minutest care, with the result that 
it is a highly meritorious product. 

With three such names featured, you 
should have difficulty taking care of all the 
youngsters flocking to see "Little Red Rid- 
ing Hood." 

♦ * * 

"The Window Dummy" 

Pathe 2 reels 

Graves is a human window dummy who breaks 
into society by four-flushing. He meets a charming 
girl and she invites him to come out to her home 
for the week-end and meet her father. Ra>lph finds 
that father is a stock broker and bluffs a knowledge 
of the tape and the ticker. Father nearly loses his 
money but luck changes and Ralph's tip wins. 

The best one of Ralph Graves seen in a 
long time. He is particularly suited for the 
part, having the debonnaire appearance so 
essential to the male manikin, and the savoir 
faire befitting a prosperous young business 
man — or four-flusher, as the case happens to 
be. 

As a means of impressing the girl's father, 
Ralph carelessly drops several fictitious tele- 
grams—one from "Cal" ; others .bearing im- 
portant business messages. This stunt ulti- 
mately wins him father's consent for the lat- 
ter takes a tip contained in one of these fake 
wires, and gains a fortune. 

Thelma Parr is very sweet as the girl, and 
Marvin Lobach is a good type for the father. 

Tie-ups with the shops in the neighborhood 
displaying figures should prove effective. 



REVIEWED IN THIS ISSUE 

The Rider of the Pass Universal 
Little Red Riding Hood 

Universal 

The Window Dummy Pathe 

The Haunted House Pathe 

Pathe Review No. 50 Pathe 

Cheap Skates Educational 

What's Up Educational 

The Little Friend of All 

the World Red Seal 

Ko Ko in Toyland Red Seal 

Bachelors' Babies Educational 

Starvation Blues Pathe 

"The Haunted House" 

Pathe 1 reel 

An Aesop's Film Fable of the usual high 
calibre. 

In "The Haunted House" the mischievous 
mice are again up to their old tricks and 
make life miserable for the old farmer. They 
frighten him in his sleep and cause all sorts 
of havoc in his house. 

When he calls for help, the policeman — 
the cat — awakens, hurriedly washes his hands 
and face and is about to leave. As an after- 
thought, he turns back, runs his toothbrush 
across his teeth once, and dashes out. 



"Cheap Skates" 



"Pathe Review No. 50 



Pathe 



1 reel 



A particularly interesting presentation, 
featuring "Crossing Arctic America," Knud 
Rasmussen's three-year pilgrimage through 
the land of the Eskimos. This embraces the 
mode of living of the travelers en route, as 
well as revealing some of the characteristics 
of the Eskimos. An interesting one is that 
Eskimo babies never cry. 

Other subjects in this issue comprise "Har- 
vesting The Pie" and "Weavers of the Other 
World." The former shows the picking of 
blue-berries, and the latter shows the gor- 
geously colored Egyptian rugs in their vari- 
ous stages of manufacture, as well as the 
finished product. 



Wise Showmen! 
'THE SILVERY ART 

One Reel Skiing Feature 

Balaban & Katz booked it for 
their big Chicago Tivoli and Uptown 
— and their Mid West Circuit. 



729 7th Ave. 




Y. C. 



Edwin Miles Fadman, Pr«s. 



Educational 2 reels 

Johnnie Jones skates onto the rink just in time to 
be mistaken for the champion skater expected. His 
inexperience on skates makes it "hot" for him. When 
the owner of the rink discovers that some money is 
missing from the safe, Johnnie is accused of being z> 
thief as well as an impostor. He is chased through 
the town on roller skates and is finally exonerated 
when the owner's daughter makes her appearance 
with the money which she had taken for safe-keeping. 

The first half of "Cheap Skates" has 
barely any connection with the second half, 
and does little more than introduce the 
characters. This proves a rather dull pro- 
cedure, and could easily have been elimin- 
ated. 

Without a doubt, a good many situations 
have been introduced with the purpose of 
producing laughs, but most of them fail 
for the reason that they're old gags re- 
hashed. 

The maneuvers on the skating rink of 
Lige Conley, featured in "Cheap Skates" 
are good for some laughs, and his expert- 
ness will win the admiration of skating fans. 

Apropos of the name of the picture, you 
could run a contest of some sort, offering 
as a prize, a pair of skates. 

* * * 

"What's Up" 

Educational 1 reel 

A rather indifferent comedy featuring 
Cliff Bowes and Rose Shirley. It is, I might 
say, of a negative nature, being neither en- 
tertaining, nor yet does one wait impatiently 
for the end. 

Cliff Bowes makes the most of the little 
he has to work with. He's excellent in a 
bit where he impersonates a girl. Nor does 
he rely on grotesque get-ups to put this 
over. All he does is don a coat and hat, 
and he looks very much like the girl. 

* * * 

"The Little Friend of All the 
"World" 



Red Seal 



1 reel 



"The Little Friend of All the World" is 
dedicated to the spirit of Xmas and is an ex- 
ceedingly fine presentation. You shouldn't 
miss this one for your Xmas program. 

It is the story of a little boy who, in the 
true spirit of altruism, goes out on Xmas 
Eve to distribute his own goodies among the 
poor friendless animals whom Santa Claus 
neglects. 

This, combined with the theory expounded 
that love will manifest itself, as exemplified 
by the trust the most timid and fiercest ani- 
mals place in "the little friend of all the 
world," makes for an ideal picture to take 
the kiddies to see — to teach them unselfish- 
ness and kindness to dumb animals, and to 
help them overcome their fear for them. 

The titling is beautifully handled, in keep- 
ing with the nature of the picture. 

* * * 



'Kp Ko in Toyland 



Red Seal 



1 reel 



This, from the pen of Max Fleischer, is 
particularly suitable for this season of year. 
The employment of mechanical toys is very- 
clever, and will certainly delight the kiddies. 
The sensational rescue of a doll from the 
wheels of a fast locomotive by Ko Ko will 
surely be a thriller for them. 



Page 40 



Exhibitors Trade Review 



"Bachelors' Babies" 

Educational 2 reels 

A member of The Bachelor's Club, in order to 
dodge an engagement with a young lady on Xmas 
Eve, invents the story that the club is giving a party 
for orphans. The lady in question promises to come 
over, so to make the story good, the bachelor rushes 
out and picks up some kids at random, bringing them 
back to the club. The party is a success as far as 
the youngsters are concerned only, for the attentions 
lavished on the women-haters make them somewhat 
uncomfortable. 

A Juvenile Comedy that will undoubtedly 
please. Three or four bachelors dressed as 
Santa Claus scrambling round in a chim- 
ney will evoke many laughs from the young- 
sters. 

The plight of inexperienced bachelors 
suddenly burdened with the care of five or 
six children is always a source of amuse- 
ment for the grown-ups. It follows that 
men disinterested in women, are strongly 
averse to the affections of cunning little 
tots, illogical as it seems, so that the ex- 
pressions of repugnance on the faces of 
the woman-haters when they are carressed 
and kissed by the youngsters, will afford 
many a laugh. 

Big Boy, the smallest of the lot, in his 
raccoon coat and earphones, is a delight. 

Play up to the youngsters — and their mo- 
thers. 



News Reels In Brief 



'Starvation Blues" 



Pathe 



2 reels 



Cook is a wandering musician who, with his part- 
ner, encounters difficulties in making a living with a 
bass horn and an organ. The pair finally land in a 
cabaret as entertainers and in spite of Cook's versa- 
tility, bounce out as suddenly as they entered. 

This Hal Roach two-reeler is a genuinely 
funny comedy, with Clyde Cook at his best. 
Should prove an asset on any program. 

In "Starvation Blues" Clyde is given full 
play for his well-known tricks and comicali- 
ties. As a ballet dancer he's a knockout. 

"Starvation Blues" has much of the Charlie 
Chaplin style — providential escapades from 
the hands of the law, vain efforts to earn a 
meal honestly, the final close-up showing 
Clyde and his partner taking a night's lodging 
with hundreds of other unfortunates. 

Syd Crossley, Clyde's partner, isn't by any 
means the straight man in the team. He gets 
many laughs on his own. 

* * * 



Short Subject reviews are relatively 
important as the reviews on features. 
It will pay you to heed the reports 
on shorts in this department for they 
are done with an eye to one purpose, 
the box-office needs. 



International News No. 99 

IN THE TYROLEAN ALPS, AUSTRIA — 
Aerial car spans chasms of towering Alps. 
Tyrolese natives take this dizzy ride when 
they go visiting as indifferently as we board 
a 'bus. INTERESTING SNAPSHOTS FROM 
THE NEWS OF THE DAY — POCANTTCO, 
N. Y. — Here's an unconventional picture of 
John D. Rockefeller, Oil King, on his way 
to church. WETHERSFIELD. CONN. — 
(Omit Frisco, L. Angeles, Minneapolis & 
Dallas) Acrobatic surgeons save oldest 
Elm in America. Expert operations keep 
250-vear-old tree from d^ing. ST. PAUL- 
MINNEAPOLIS, MINN. — (Minneapolis Only) 
Minneapolis runners triumph over St. Paul. 
Swift sprinting features annual 10-mile re- 
lay race. SAN QUENTIN, CAL. — (Frisco & 
L. Angeles only) — "Guests" at San Quentin 
hold annual field day. Visitors sojourning 
at famous hostelry revel in variety of out- 
door sports. FT. BLISS, TEX. (Dallas Only) 
— Crack Cavalry riders thrill thousands. 
Uncle Sam's daring horsemen stage spec- 
tacular military circus. VOLENDAM, 
HOLLAND — Coming of fair brings joy to 
Dutch youngsters. After church evervbodv 
trudges to the "big show" for time of their 
lives. L. ANGELES, CAL. — Here's a new 
way to learn accurate flying. No admission 
to "Black Cat" daredevil organization un- 
less you can pass this test. TIA JUANA, 
MEX. — (Omit N. Orleans) — Americans flock 
to Tia Juana as new racing season opens. 
Thousands cross border to see thorough- 
breds in inaugural handicap. NEW OR- 
LEANS, LA. — :(N. Orleans Only) — Thousands 
see opening of Southern Racing Season. 
High stakes and varied <^ard feature first 
day of Jefferson Inaugural. 

Kinograms No. 5140 

ARMY DEFEATS NAVY IN GRIDIRON 
BATTLE — New York — The annual classic 
between West Point and Annapolis teams is 
seen by crowd of 70.000. WALES IN 
WALES HONORS THE GUARDS — Llandaff, 
Wales — Brilliant escort accompanies Prince 
at consecration of the colors. EVER SEE 
A BOX TRICYCLE RACE? — Paris — Pedal 
pushers paced by bicyclists strive for hon- 
ors in 25 mile contest in suburbs. SER- 
VICE AT SEA FOR M-l. SUBMARINE 
DEAD — Off Start Point, Eng. — Impressive 
ceremony is held for the fi9 officers and men 
who died in fatal di^e. what KTND OF A 
PET DO YOU LIKE BEST'' — Jacksonville. 
Fla. — This lady chose the only female goril- 
la, that has survived a captivity. ?>>e is 
Miss Congo, and was captured by Benjamin 
Burbridge, a famous bunter. r , n> T vr T r'TS 
HAVE DAY OFF FOR TRACKMEET. — 
San. Quentin, Ca. — For the first time movies 
are allowed of prisoners at their a'thletif 
games. MOTORCYCLISTS DO NOSE DIVES 
ON HILL. — Roxborgh, Pa. — Amateur climb- 
ing contests began shows that some people 
don't expect to grow very old. 



This scene adequately conveys the authen- 
tic background and Oriental atmosphere 
of Educational's "Maid in Morrocco," but 
it doesn't show you 
how rollickingly funny 
is Lupino Lane, whose 
bright antics enliven? 
the two-reeler with a 
horde of laughs. 



Pathe News No. 97 

PHILADELPHIA, PA. — (Except New 
York, Philadelphia, Buffalo, Washington, 
Baltimore) — Pennsylvania defeats Cornell 
in annual grid clash, 7 to 0. 70,000 football 
fans turn out to see Quakers conquer an- 
cient foe in 31st annual battle. CLEVE- 
LAND, OHIO — Pennsylvania Flyer derailed 
in blinding snow storm. Crews work stub- 
bornly in face of driving blizzard to clear 
main line of wreckage. FLASHES OF THE 
PAST — 1910-1925 — The pulsir/f historical 
drama of the past 15 years has been pre- 
served in graphic record by the Pathe 
News. It now resurrects the g reatest 
chapters of this epoch to make history re- 
peat itself before your eyes. HERE AND 
THERE — -TURIN, ITALY— Price Humbert, 
son of King Victor, receives stirring greet- 
ing on 21st birthday when he establishes 
private residence. 1. — NEW YORK CITY 
Women challenge "surplus fat" to a finish 
fight. Huskies hope to fade away to the 
proverbial shadow before they complete ex- 
ercises. 2 — BERKELEY, CAL. Gridiron fans 
form symbol of King Football. College 
rooters at California-Stanford game make 
striking outline in unique group formation. 
NEW YORK CITY — Getting ready to stuff 
Saint Nick's pack. Birth rate of dolls mounts 
to hundreds daily as the holiday season ap- 
proaches. STEPPING INTO SPACE — A 
Pathe News Fifteenth Anniversary Feature. 
1 — Burdette Airport, Cal. — The "Black 
Cats", aces among aerial daredevils, step 
out into 3,000 feet of emptiness to make a 
thrilling trip back to earth in a triple 
parachute jump. 2 — How would you feel? 
Slow-motion shows, with nerve-tickling 
accuracy, just how the "chute" snatches 
them into space. 3 — Here's Ivan Unger, 
not quite decided whether to jump from 
Art Goebel's plane or not — the cameraman 
in Earl Daugherty's plane almost had heart 
failure. 4 — If humans were made of rubber, 
this is what might happen. WASHINGTON, 
D.C. — (Washington Only) — U. S. Navy Yard 
workers seek wage increase. Thousands of 
marine employees, declare they must re- 
ceive more money to meet the high cost of 
living. NEW YORK CITY (Buffalo Only) — 
1 Print to Albany) — Syracuse humbles 
Columbia by score of 16 to 5. Speedy Or- 
ange eleven overcomes heavier blue team by 
dashing- play in annual holiday clash. MI- 
. AMI, FLA. (New York City Only — Jimm) 
says resting up after campaign is the best 
part of politics. Here's Mayor-Elect Walk- 
er, of New York, picking out his breakfast 
in Sunny South. 

* * * 

SENNETT'S BEAUTY HINTS 

"Exercise means more in the development 
of beauty than mere diet," states Mack Sen- 
nett whose beauty brigades adorn Pathe 
comedies. 

Such is the advice that the famous crn- 
noisseur of feminine beauty gives to the 
pretty girls with screen aspirations. He says 
if a girl drinks plenty of spring water, walks, 
swims and rides horseback, she can ea' most 
anything. Of course, he does not advocate 
the constant munching of candy, and he be- 
lieves coffee is bad for young girls, too. 

Make-up for the street, according to Sen- 
nett, is not only bad for the skin, but it de- 
feats its own purpose 




Announcing 

and 
Introducing 
A new screen 
COMEDIAN 

NICOL PARRE 

IN 

"THE FARMER" 

A One Reel Comedy 
Produced by Himself Now 
Ready for Release. 



For Information, write 

N. P. Film Co., care of 
Exhibitors Trade Review. 




December 5, 1 ( )25 



Page 41 




This may be funny, but it certainly isn't funny for Harry Langdon, as expressed 
in Pathe's "Saturday Afternoon." However, one man's tears is another's chuckles, 

so why worry? 

Laugh Month Gala 

Month For F. B. O. 

By PAULA GOULD 

Film Booking Offices 



An unusually imposing array of short 
subjects has been scheduled by Film Book- 
ing Offices for release during January, 1926, 
officially designated as National Laugh 
Month. The producing and distributing 
company will contribute seven short comedies 
to the attractive array of shorts which will 
be distributed during Laugh Month. 

F. B. O.'s program is headed by "High 
But not Handsome," No. 9 of "The Ad- 
ventures of Mazie," in which cunning Al- 
berta Vaughn is starred, with Larry Kent, 
Kit Guard and Al Cooke in support. The 
series based on stories by Nell Martin, 
which originally appeared in Top Notch 
Magazine, is replete with action and humor 
and has been pronounced by exhibitors 
throughout the country as easily the most 
popular series released this year. Alberta 
Vaughn, known as the girl with the most 
beautiful figure in the world, possesses def- 
inite box office values as a star with an 
enormous fan following. The stories are 
being adapted by Doris Anderson and di- 
rected by Ralph Ceder. "High But Not 
Handsome" is scheduled for January 3rd 
release. 

"Mummy Love" a Blue Ribbon comedy 
starring Alice Ardell, is one of the funniest 
two reelers F. B. O. has yet released. Al- 
ice Ardell is a piquant, delectable little 
French comedienne who adds spice and 
charm to the series of comedies which Joe 
Rock is producing for Standard Cinema 
and F. B. O. release. The entire series of 
Blue Ribbon comedies has proved unusu- 
ally successful wherever they have been 
shown. "Mummy Love" will be shown on 
January 10th. 

Another January 10th release is "The 
Giraffe's Long Neck," a one reel novelty 
from the Bray Studios, in which Walter 
Lantz, the artist acts in conjunction with 
the cartoon characters he creates. These 
cartoons are unusually clever, and are 
meeting with enthusiastic response where- 
ever they are shown. 

"Little Andy Looney," No. 10 of "The 
adventures of Mazie" will be shown on 
January 17th, while "In the Air," a two 



reel Standard Fat Men comedy, featuring 
"Fat" Karr, "Tiny" Alexander and "Fatty" 
Ross, the three fattest men on the screen, 
will be distributed on January 24th. The 
gross weight of these three fat men equals 
a ton, and their humorous antics have cre- 
ated unusually large fan following in the 
thousands of theatres in which the Stan- 
dard Fat Men series are shown. This 
series is also being produced by Joe Rock 
for Standard Cinema and F. B. O. release. 

January 17th will also see the release of 
"Dinkey Doodle at the Studio," a one reel 
novelty in which Dinky Doodle cavorts 
merrily and mischieviously with his car- 1 
toon creator, Walter Lantz. 

On January 31st, No. 11 of "The Ad- 
ventures of Mazie" called "A Snitch in 
Time" will be shown. The twelfth Mazie, as 
yet untitled, is now being shot at the studios 
of the company. 



Paraphrased Slogans 
Ready Made For 
Showman! 



(The National Laugh Month 

Committee has a unique exhibitor 
aid in its creation <of 24 para- 
phrases of national slogans.) 

"What a whale of a difference 
a few laughs make." 
"A laugh a day keeps the doc- 
tor away." 

"Have you had your laugh 
today?"' 

"99-44/100% pure laughs." 
"Have you a little laugh in 
your home?" 

"Better laughs for less money." 
"I'd walk a mile for a guffaw." 
"What the well-dressed man 
will wear — a smile." 
"Babies cry for it — National 
Laugh Month." 
"Never say cry — say laughs." 
"Say it with laughter." 
"A laugh a day will keep wor- 
ries away." 

"Keep that school-girl laugh- 
ter." 

"Laugh and the world laughs 
with you." 

"The laughs that bind." 
"Laugh until 10 o'clock in the 
morning and the rest of the 
day will take care of itself." 
"Best in the long run — 
laughs." 

"United States laughs are good 
laughs." 

"Don't skid — laugh." 
"Cover the earth with laughs." 
"There's no laugh like a hearty 
laugh." 

"Laugh one — laugh all." 
"57 varieties of laughs." 
"When the Christmas bills 
come in on January first — 
laugh that off." 




"We'll see you in the funny paper," say the immortal Gump family, as portrayed 
for Universal by Fay Tincher, Joe Murphy and Jackie Morgan. 



Page 42 



Exhibitors Trade Review 




F. B. O. contributes a half-ton of comedy to Laugh Month, with these three 'anemics" 
furnishing the motive power in a Standard Fat Men Comedy. 

Smashing Line-Up of Ac- 
cessories for Laugh Month 



The committee in charge of National 
Laugh Month for the distributors of Short 
Feature Comedies have been extremely active 
in preparing accessories which will enable 
exhibitors to put over Laugh Month with a 
bang. 

A broadside announcing the coming of 
January as Laugh Month has been mailed 
to every exhibitor in the United States and 
Canada. On the back of this broadside is 
given a list of all accessories prepared and 
available at the present time. Additional ac- 
cessories will be ready within a few days and 
will be included in the press sheet which 
will be mailed to the exhibitors during the 
coming week. 

The Sweeney Lithograph Company of 
Belleville, New Jersey, have made up ban- 
ners, pennants, and posters. By grouping 
all of this kindred accessories in one con- 
cern, the exhibitor may obtain the principal 
items with a minimum of effort. Special 
sketches have been prepared by the commit- 
tee and each contains one or more laughing 
heads and the wording — "Come in and laff 
— LAFF — L A F F. January is National 
Laugh Month." The accent on the third 
LAFF is crescendo. 

The banners will be 3 feet by 10 feet, 
printed in blue and yellow on canvas and 
will have 5 eyelets for hanging. These will 
be sold for $1.25 each. Pennants, 13 inches 
wide by 29 inches long will be printed in as- 
sorted colors, hemmed at the top with eye- 
lets for hanging in the lobby or under the 
marquee. These will cost 12c each. One 
and three-sheet posters are being done in 2 
colors, a combination of blue and orange. 

National Screen Service, Inc., with offices 
in New York, Chicago, Los Angeles, and San 
Francisco have agreed to make up a special 
trailer for the Laugh Month committee. They 
have gone further and offered to supply these 
trailers absolutely free of charge to all of 
their regular customers. All the customer 
has to do is to notify the Screen Service 
Booker that he wants the Laugh Month 
trailer and the exhibitor will then receive it 
as part of the regular service. 

Celluloid buttons about one inch in diame- 
ter are being made up by Bastian Brothers 
Company, Rochester, New York. Buttons 
will be shipped C.O.D. plus postage or ex- 
press charges at the rate of 500 for $4.50, 
1000 for $8.00, 2500 for $18.75 and $7.00 a 
thousand for 5000 or more. 

The Excelsior Illustrating Company, 219 
6th Avenue, New York, are making up the 
special Laugh Month slide from copy fur- 
nished by the committee. As slides are too 



small an item to permit bookkeeping, they 
have agreed to mail direct to the exhibitor 
on receipt of stamps, cash or money order 
at the rate of 15c per slide. This includes 
postage. 

The window cards are being made up by 
the Wintin Printing Company, of 405 

Broome Street, New York City. These are 
are being sold at 5c each, C.O.D. if desired. 

The committee in charge of National 
Laugh Month consists of Gordon S. White, 
Educational Film Exchanges as chairman ; 
P. A. Parsons, Pathe Exchange ; Fred Mc- 
Connell, Universal Pictures, Nat. C. Roth- 
stein, Film Booking Offices ; Julian M. Solo- 
mon, secretary ; Fred Quimby, Fox Films, W. 
E. Shallenberger, Arrow Pictures, W. Ray 
Johnston, Rayart Co. Headquarters are lo- 
cated at 218 West 42nd Street, N. Y. Infor- 
mation should be sent to the committee at 
that address. 



January is National 



Come 
in and 



LAFF-LAFF'LAFF 



A one-sheet available through the acces- 
sory arrangements and by the Short Fea- 
tures Adv. Ass., for the benefit of show- 
men during "Laff" Month. 



Universal's Line -Up for 
"Laugh" Month 

By FRED McCONNELL 

Of the many producing and distributing 
companies cooperating in National Laugh 
Month, Universal has probably the strongest 
and best balanced array of short product 
available. Carl Laemmle always eager to aid 
exhibitors in projects devised to further their 
interests, has scheduled for January release 
an array of one-and-two reel comedies, as 
well as a serial and several westerns, second 
to none. 

Of the thirty-six reels comprising sixteen 
pictures, scheduled for release during Na- 
tional Laugh Month, more than one dozen 
stars are featured, giving the exhibitor a 
variety of talent capable of filling his theatre 
during the period of the drive. An Adven- 
ture Serial, four Century Comedies, two 
Gumps comedies, four Bluebird comedies and 
five Mustang Westerns are on Universal's 
1926 January release sheet. 

Of the many patron-pulling personalities 
starred in these short-product releases are : 
Jack Daugherty, Edna Marian, Wanda 
Wiley, Arthur Trimble, Al Alt, Joe Murphy, 
Charles Puffy, Neele Edwards, Arthur Lake, 
Fred Humes, Josie Sedgwick, Edmund Cobb, 
Ben Corbett and Pee Wee Holmes. Uni- 
versal's publicity, exploitation and advertis- 
ing departments have effected several sure- 
fire tie-ups on these stars, destined to create 
considerable nationwide interest in these play- 
ers' releases. 

Universal's short-product box-office money- 
makers scheduled for release during National 
Laugh Month are: "The Scarlet Streak" 
(Adventure Serial) ; "The Honeymoon 
Squabble," "Buster's Bust-Up," "Her Lucky 
Leap" and "Helpful Al" (Century Come- 
dies) ; "Min's House on the Cliff" and "Min 
Walks in Her Sleep" (Gump Comedies) ; 
"The Horse Laugh," "The Honeymoon Ho- 
tel," "Prep School" and "Ups and Downs" 
(Bluebird Comedies) ; "The Call of Haz- 
ard," "Montana of the Range," "Hearts of 
the West," "The Man With a Scar" and 
"The Hero of Pipe Rock" (Mustang West- 
erns). 

RELEASES DURING NATIONAL 
LAUGH MONTH— 1925 

"The Scarlet Streak," (Adventure Serial), 
10 episodes, William Desmond. 

Mustang Westerns (2 Reels)— "The Call 
of Hazard, Fred Humes, January 2. "Mon- 
tana of the Range," Josie Sedgwick, January 
9. "Hearts of West," Edmund Cobb, January 
16. "The Man With a Scar," Fred Humes, 
January 23. "The Hero of Pipe Rock," Ben 
Corbett and Pee Wee Holmes, January 30. 

Century Comedies (2 Reels)— "The Honey- 
moon Squabble," Edna Marian, January 6. 
"Buster's Bust Up," Arthur Trimble, January 
13. "Her Lucky Leap," Wanda Wiley, Jan- 
uary 20. "Helpful Al," Al Alt, January 27. 

Gumps Comedies (2 Reels) — "Min's House 
on the Cliff," Joe Murphy, January 3. 
"Min Walks in Her Sleep," Joe Murphy, Jan- 
uary 17. 

Bluebird Comedies (1 Reel) — -"The Horse 
Laugh," Charles Puffy, January 4. "The 
Honeymoon Hotel," Neely Edwards, Janu- 
ary 11. "Prep School," Arthur Lake," Jan- 
uary 18. "Ups and Downs," Charlie Puffy, 
January 25. 

* * * 

PATHE'S ART PUNCH 

To emphasize the punch scenes in forth- 
coming comedies, Pathe is issuing special art 
posters on the short feature comedies. Such 
artists as Gustav Michelson, George Kerr and 
Merle Johnson are drawing an unusual line 
of posters which Pathe exhibitors will find 
ready-made for advertising their "Laugh 
Month" attraction. 



December 5, 1925 



Page 43 




HISTORY OF SHORT 
FEATURES ADV. ASS. 



Another one of the sterling accessories available through the Short Features Adv. 
Ass. for laugh month. This banner is 3 feet by 10 feet and makes a dandy stripper. 

PATHE GETS BEHIND "LAUGH 
WEEK" WITH FULL FORCE 

Heads January Release Schedule of 
Twenty Odd Laughmakers 



On Wednesday, November 25th, the Short 
Features Advertising Association came into 
formal being. On that day at the Hofbrau 
House, uptown, the members present finally 
ratified and adopted the constitution as sub- 
mitted by the Constitution Committee. 

Following the Adoption of the Constitu- 
tion, election of officers was held with the 
following results : 

President, P. A. Parsons, Pathe ; Vice- 
President, Gordon White, Educational ; 
Secretary-Treasurer, Julian M. Solomon, 
Davis Distributing; Board of Directors, the 
officers and the following four men : Fred 
Ale Connell, Universal ; Nat Rothstein, F. B. 
O. ; Fred Quimby, Fox; Howard Turrill, 
Arrow. 

The Budget and Finance Committee as 
elected, consists of Nat Rothstein, Chair- 
man ; Fred Quimby, Howard Turrill, the 
president and the secretary-treasurer of the 
association. 

The Auditing Committee as nominated and 
elected, — S. Barrett McCormick, Pathe ; Paul 
Perez, Universal ; Bruce Gallup, Jr., Fox. 

The Constitution provides for four classes 
of membership. The first will be active mem- 
bers ; men in the sales, advertising and ex- 
ecutive staffs of distributing and/or produc- 
ing companies which are company or associ- 
ate members. The second class will provide 
for company membership which will include 
all companies nationaly distributing short 
length product of any nature. The third 
class, associate or contributing members will 
be composed of producers who are in sympa- 
thy with the aims of the Short Features Ad- 
vertising Association and who desire to fur- 
ther, with financial help, the work which 
the association is doing. The fourth class 
provides for honorary membership and will 
be conferred on such persons as perform sig- 
nal services for the benefit of the associa- 
tion or the industry. 

A report of the National Laugh Month 
Committee was rendered showing the pro- 
gress made towards binding together the var- 
ious elements of the drive. Information of 
the details of preparation was submitted for 
approval. 



Pathe is getting behind "Laugh Month" 
with full force and announces a list of 
twenty-three laughmakers on the January 
short feature release program. This is head- 
ed by a Harry Langdon special comedy made 
by Mack Sennett and includes four two-reel 
comedies from the Sennett Studio, five two- 
reelers and three single reelers from the 
Hal Roach lot, and five releases each of 
"Aesop's Film Fables" and "Topics of the 
Day." 

Popular comedy stars and featured play- 
ers who will be seen in Pathe comedies dur- 
ing "Laugh Month" include Ralph Graves, 
"Our Gang," Alice Day, Clyde Cook, Harry 
Langdon, Charlie Chase, Billy Bevan, Glenn 
Tryon, Andy Clyde, Al St. John, Lucien 
Littlefield, "Husky" Hanes, Jimmy Finlayson, 
Lige Conley, Martha Sleeper, Dot Farley, 
Kewpie Morgan, Madeline Hurlock, Cissy 
Fitzgerald, Jack "Rube" Clifford, Thelma 
Parr, Marvin Lobach, Paul Parrott, Doug- 
las Gerrard, William McCall, Ruth Hiatt, 
Peggy Montgomery, Vernon Dent, Sue 
O'Neil, and Vivian Oakland. 

Titles of Pathe comedies listed for "Laugh 
Month" include the following: "Saturday 
Afternoon," three reel Harry Langdon- 



Mack Sennett comedy special ; "A Punch in 
the Nose," two-reel Hal Roach comedy ; 
"The Gosh Darn Mortgage," Sennett two- 
reeler; "Good Cheer," "Our Gang" comedy; 
"Hot Cakes for Two," Alice Day-Mack Sen- 
nett two-reeler ; "Whispering Whiskers," a 
Mack Sennett comedy; "Long Pants," a 
Glenn Tryon-Hal Roach comedy ; "Soft 
Pedal," one-reel Roach comedy with Paul 
Parrott; "Don't Butt In," a one-reel Roach 
film with Paul Parrott, and "Between 
Meals," one-reel Roach comedy with Paul 
Parrott. 

"Aesop's Film Fables" to be released dur- 
ing "Laugh Month" include "The Gold 
Push," "Three Blind Mice," "Lighter Than 
Air," "The Little Brown Jug," and "A June 
Bride". All of these subjects are packed 
full of fun devised by Paul Terry and his 
staff at the studios of Fables Pictures, Inc. 

Five releases of "Topics of the Day," the 
ever-popular reel of wit and humor clipped 
from the press of the world by the editorial 
staff of Timely Films, Inc., will be offered 
exhibitors. 

In presenting the next Harry Langdon 
comedy special for release in "Laugh Month," 
Pathe is giving exhibitors one of the fun- 
niest films ever enacted by Langdon. In 
"Saturday Afternoon," the Langdon release 
for January, the droll star has a vehicle with 
a real plot embellished with a generous num- 
ber of positive laughs. 

In addition to providing a big array of fun- 
films, Pathe is also lining-up complete ex- 
hibitor helps to put over the comedy sub- 
jects in the many theatres that are expected 
to cash-in on the wide publicity and fine pro- 
grams being offered because of "Laugh 
Month." 

* * * 

EXHIBITOR SUPPORT 

FOR "LAFF" MONTH 

(Continued from page 36) 

Rivoli, St. Louis ; the Capitol at Dallas, 
Texas and the Olympic of Buffalo. 

In the meantime the committee in charge 
of the drive has not neglected the local 
territory. Major Edward Bowes, Managing 
Director of the Capitol Theatre, New York, 
has, before this, expressed himself as in 
favor of the short feature. 

Dave Loew, one of the executives of the 
Loew Circuit, comes out in favor of the 
"Laugh Month" idea. Lee Ochs, one of 
the foremost of New York exhibitors, has 
expressed a desire to take an active part 
in the campaign. Dave Lustig, of the Re- 
gun Theatre, New York, has declared him- 
self for it. Hy. Gainsboro, with his head- 
quarters in Flushing, is casting about for 
ways and means of selling "Laugh Month" 
to his Long Island audiences. 




Universal has made the exhibitor's problem that much easier by hooking up the 
Buster Brown comedies with Carnation Milk. There's oil for your ticket machine 
for you, and a laugh on the right side of the ledger. 



Page 44 



Exhibitors Trade Review 



BOX OFFICE REVIEWS 



THE MASKED BRIDE 

Metro-Goldrvyn-Mayer Photoplay. Sce- 
nario by Carey Wilson. Directed by 
Christy Cabanne. Length 5,699 feet. 

CAST AND SYNOPSIS 

Gaby Mae Murray 

Grover Francis X. Bushman 

Prefect of Police Roy D'Arcy 

Antoine Basil Rathbone 

Grover's Sister Pauline Neff 

Wine Waiter Chester Conklin 

Vibout Fred Warren 

Floor Manager Leo White 

Gaby, darling of the Montmartre, is the dancing 
partner of a thief. She is suspected by the Prefect 
of Paris of having information concerning stolen 
jewels. Gaby meets Grover, an American million- 
aire, who has faith in her honesty. Antoine, Gaby's 
partner, forces her into a scheme to rob Grover 
of a priceless necklace. The frequent meetings she 
has with Grover, however, soon involve them deeply 
in love. They set a wedding date. Antoine threatens 
to kill Gaby's husband unless Gaby delivers the 
jewels to him. To save her husband, she delivers 
them, but Antoine is apprehended at the door by the 
Prefect, who is "jn" on the plot. Grover forgive* 
Gaby, understanding her motives, and rejoicing in 
her real, sacrificial love. 

By Michael L. Simmons 

THIS film seems a piece of excellent co- 
ordination between star and director; 
and here one might also commend the glib 
handling of the scenario. In other words, 
given the irridescent quality of a Mae Mur- 
ray, the able direction of a Cabanne, and 
the expert scenario structure of Carey Wil- 
son, and you have a trio that knows how to 
please and does. "The Masked Bride" 
strikes a very pleasing popular note. 

Mae Murray is the shining light around 
which all the entertainment values revolve 
and scintillate. She is vivacious most of 
the time, a spit-fire when aroused, but a di- 
verting mad-cap throughout. She is full 
of an inexhaustible energy that amazes and 
bewilders. She gives the film a palpitating 
pace that is contagious. 

There is very little let-down in interest 
and action throughout the whole of the 
showing. The sets, particularly those in 
the cabaret dance scenes, glitter with the 
wild abandon of life as it is identified with 
romantic hearsay of the Parisian under- 
world. From these scenes not the least 
suspicion emanates that the sets have been 
put there "regardless." They really look 
as though they belong, and in belonging, 
they adequately carry out the atmosphere 
of the intriguing background. 

Francis X. Bushman, in the supporting 
lead role, deports himself with quiet and 
restraint that contributes realism to the role 
and offers a good contrast to chameleon 
moods of the star. Basil Rathbone, as 
Antoine, the criminal dancing partner of 
Gaby, scores strikingly with his convinc- 
ing portrayal. 

Exploit Mae Murray in a role which 
shows her in her element. Tease them in 
with catch-lines and posters, promising a 
close-up behind the scenes of the romantic 
underworld of Paris. Stimulate the public 
with stills of the cabaret scenes. 



THE BEST BAD MAN 

Fox Photoplay. From the Novel by Max 
Brand. Directed by J. G. Bly-Slone. 
Length, six reels. 

CAST AND SYNOPSIS 

Hugh Nichols Tom Mix 

Hank Smith Buster Gardner 

Frank Dunlap Cyril Chadwick 

Peggy Swain Clara Bow 

Dan Ellig Tom Kennedy 

Mr. Swain Frank Beal 

Molly Jones* , Judy King 

Sam, the butler Tom Wilson 

Sheriff Paul Panzer 

Hugh Nichols, owner of ranch lands, learns that 
the ranch lessees consider him an unyielding tyrant. 
They've never seen him. He manages his tracts 
from a distance. He finally decides to visit his 
properties incognito, in the guise of a wandering 
minstrel. He arrives just in time to save the fore- 
closing of a mortgage on the Swain ranch. Hugh 
becomes interested in Swain's pretty daughter, 
Peggy. Later, Hugh discovers he is being system- 
atically cheated by two employees. When he at- 
tempts to apprehend them, they trap him in a cabin, 
and explode a huge dam which releases a raging 
flood in the path of the cabin. Peggy is caught in 
this boiling stream, and when it seems as though 
it is all up with her, Hugh rescues her. Love 
reaps its sweet reward. 

By Michael L. Simmons 

PARAPHRASING the title, I believe 
this might appropriately be called Tom 
Mix's "best bad picture." Certainly he 
has done many better. The film is not 
without a definite share of entertainment, 
but it is, oh, so slow, in getting started. 
When it does finally cross into the realm 
of activity — after the third reel — it has 
many saving graces, hard riding, humor, 
and a heroic life-saving climax. 

The moment we see Mix emerge in his 
own de luxe edition of a cowboy — crepe 
de chine shirt, gorgeous white breeches, 
smoothly pressed sombrero, jewelled spurs, 
etc. — we realize that here is a story that is 
not to be taken seriously. That would be 
acceptable enough, for Tom Mix has shown 
on numberless occasions that he and his 
noble Tony can entertain royally, regard- 
less of story form. 

The hitch in this case is that Mix doesn't 
open his bag of tricks until the latter half 
of the film. How about the danger of 
audience fidgets in the first half? In the 
early parts, we see Tom in the guise of a 
wandering minstrel, exhorting excruciating 
tunes from a saxaphone. This might be 
amusing enough if it could be heard, but on 
the screen it offers very little in entertain- 
ment value. 

As already said, later on the story is 
pepped up with action of a sort generally 
identified with the Mix type of offering. 
Here, pictorial lure is manifest in fine shots 
of horses charging down sheer straight 
cliffs, over fences, and so on. The scene 
of the bursting dam, with the released 
waters boiling down the mountain side, is 
also impressive. 

There is a good angle for tie-ups here 
with musical instrument shops. 



CLOTHES MAKE THE 
PIRATE 

First National Photoplay. Presented by 

Sam E. Rork- Adapted by Marion 

Fairfax. Directed by Maurice Tour- 

neur. Length, 8,000 feet. 

CAST AND SYNOPSIS 

Tremble-at-Evil Tidd Leon Errol 

Betsy Tidd, his wife Dorothy Gish 

Mme. De la Tour Nita Naldi 

Jennison, first mate on pirate ship .... George Marion 

Scute, the banker Tully Marshall 

Crabb, the innkeeper Frank Lawler 

Nancy Downs Edna Murphy 

Lieut Cavendish James Rennie 

"Tremble-at-Evil" Tidd, a hen-pecked Boston 
tailor, reads tales of pirate exploits and aspires in 
secret to a life on the Spanish Main. When no one 
is looking he dons the attire of a buccaneer and 
struts about his shop. One day his wife comes upon 
him in this attire and, taking him for a pirate, 
rushes out to arouse the populace. Tidd has to 
flee. He hides in the stern of a rowboat awaiting 
the arrival of a far-famed pirate. The crew takes 
him to be the pirate in question, and Tidd is given 
command. Later, in lowering a frigate's colors, cir- 
cumstance plays Tidd's wife into his hands as a 
prisoner. Tidd lords it all over her. Later, in an 
attack on a small town, Tidd captures the real pirate 
commander, and becomes the hero of all Boston as 
well as his wife's. 

By Michael L. Simmons 

"TfcESPITE its colonial costumes and early 
18th century settings, "Clothes Make 
the Pirate" is up-to-date comedy, with no 
pretense to anything but broad, slap-stick 
burlesque. It is jolly good sport, remi- 
niscent in many respects of a Gilbert and 
Sullivan comic opera, and suited to a popu- 
lar taste. 

What results is practically a one-man 
picture. Most of the humor revolves about 
Leon Errol, the star, but that part of it 
doesn't necessarily call for complaint. Errol 
introduces a brand of fun-making which is 
refreshing because it differs from the usual 
brand of comedy film that depends on gags 
for support. 

It isn't with the quantity of tricks, so 
much as with the individuality of a single 
good trick — that of swaying around drunk- 
enly — and then finally sinking to the floor 
like a melted tallow candle, that gets the 
comedian across. He pulls this one con- 
tinually, but the expected laugh invariably 
follows. 

Errol sets the pace for his fun by falling 
down hatchways, tripping over hawsers, 
and hiding when the fighting is thick. The 
humor derives from the very idea of . this 
timid, spindle-legged misfit commanding a 
pirate expedition. 

Dorothy Gish is convincing as a shrew- 
ish wife who makes her husband toe the 
line to her own taste. Nita Naldi enlivens 
some scenes in the manner for which she is 
noted, without being capitalized to any 
measurable extent. The player who really 
strikes the most appealing feminine note is 
Edna Murphy. She exudes that rare thing 
tailed charm. All in all, you have here 
not distinguished, but certainly palatable, 
entertainment. 



December 5, 1925 



Page 45 



LADY WINDERMERE'S 
FAN 

Warner Brothers Photoplay. Adapted 
from the famous Stage Play by Oscar 
IVilde. Directed by Ernst Lubilsch. 

CAST AND SYNOPSIS 

Lord Darlington Ronald Colman 

Mrs. Erlynne Irene Rich 

Lady Windermere May McAvoy 

Lord Windermere Bert Lytell 

Lord Augustus Edward Martindel 

Duchess Helen Dunbar 

Duchess Carrie Daumery 

Duchess Billie Bennett 

Lord Windermere's frequent visits to a notorious 
Mrs. Erlynne (who, in reality, is Lady Windermere's 
mother) provokes uncomplimentary comment in so- 
ciety. The Windermeres give a dinner, which Mrs. 
Erlynne attends and is snubbed by Her Ladyship. 
In further pique, Lady Windermere leaves that night 
and goes to the home of Lord Darlington, an ad- 
mirer. Mrs. Erlynne, anxious to save her daughter 
from the awful consequences of this act, follows. 
They both meet at Lord Darlington's, who arrives a 
few minutes later with a party of men, including 
Lord W r indermere. The latter discovers a fan given 
by him to his wife on a divan. Suspicious, he starts 
searching the house, when Mrs. Erlynne suddenly 
steps forward from a bedroom, apologizing for carry- 
ing away Lady Windermere's fan by mistake. Lady 
Windermere makes her exit through a back door, 
saved from the stigma of disgrace over the ashes of 
Mrs. Erlynne's self-imposed sacrifice. 

By Michael L. Simmons 
gMOOTH, intelligent direction, with 
simple touches suggesting whole inci- 
dents by a mere detail is the outstanding 
feature of this film. What results is an of- 
fering that will undoubtedly give satisfac- 
tion to refined, discriminating tastes. 

How a story with this subdued, genteel 
treatment will appeal to the vast popular 
taste, is something else to consider. It is 
becoming more and more evident every day 
that deftness instead of garishness, and even 
subtlety in place of obviousness, is growing 
in popular favor. 

But, after all, there is still, unquestion- 
ably, that great mass that likes its drama, 
with the drama emphasized, with the popu- 
lar elements of love, conflict, emotions and 
so forth, presented in so-called "peppy" un- 
sophisticated doses. And for those with 
such tastes, "Lady Windermere's Fan" 
will probably leave a lot to be desired. 
There is nothing startling, nothing sensa- 
tional here, nor can it be called, even in its 
own class, a great picture. 

Nevertheless, for the type of audience 
described in the beginning, the picture cer- 
tainly has its distinct: -»ns. The acting by 
all the principals is pleasing beyond meas- 
ure, the sets elegantly appointed and mas- 
terfully conveying the atmosphere of high 
society. 

Such elements have a definite value, and 
as such, the film is successful. So figure it 
out for yourself. You know your own type 
of audience best. If they like a dignified 
tale, adapted from the world-famous play 
by Oscar Wilde, told with gentility and 
restraint, very little or hardly no "emoting" 
at all — here is an offering that recommends 
itself strongly. 

Irene Rich and May McAvoy distin- 
guish themselves by adept performances. 
Ronald Colman and Bert Lytell carry the 
male parts with convincing sincerity. In 
the names of these players you have an 
exploitation cue that says: "Say It With 
Players." For whatever else may be said 
of the film, the cast is a box-office one. 



WE MODERNS 

First National Photoplay. Adapted from 
Israel Zangmll's Stage Play by June 
Mathis. Directed by John Francis Dil- 
lon. Length, 6609 feel. 

CAST AND SYNOPSIS 

Mary Sundale Colleen Moore 

Sir Robert Sundale Claude Gillingwater 

Lady Kitty Sundale Clarissa Selwyn 

John Ashler ; Jack Mulhall 

Beamish Tom McGuire 

Dick Sundale Cleve Moore 

Oscar Pleat Carl Miller 

Johanna Blanche Payson 

Theodosia Marcella Corday 

Sir Robert Sundale and his wife have been so 
busy contributing to the uplift of humanity, that 
they've had very little time to attend to the transi- 
tions made by their children, Mary and Dick, from 
a heritage of Victorianism to » sphere of ultra-mod- 
ernism. Mary, particularly, is cause for disturbance. 
She carries on a dangerous flirtation with a poetic- 
humbug, Oscar Pleat, already married. In the mean- 
time, there is John Ashler, sane and successful, who 
adores her. But Mary has to live through the ex- 
periences of the moth skirting the flame before she 
realizes that her parents, despite their old-fashioned 
idea, are not such bad sports after all, and that John 
presents a snug, comfortable harbor after the storm, 
too genuinely desirable to refuse. 

By Michael L. Simmons 

COLLEEN MOORE, in a story some- 
what preposterous, but full of humor- 
ous divertissements, "swanks" and skips 
through this six-reeler in a manner which 
won her many plaudits in her old "flapper" 
roles. What results is a film that few show- 
men need worry about in booking, so far as 
dishing up entertainment for audiences, is 
concerned. 

One gets an idea of what is meant by 
ultra-modernism in the very first reel, when 
Colleen, as Mary the irrepressible daugh- 
ter dashes into the ornately appointed Sun- 
dale parlor — full of distinguished guests — 
on a prancing horse. This is simply her 
cute way of showing that the conventions 
mean nothing to "we moderns." To boot, 
she collects a ten-pound note from her 
brother, who had bet that she wouldn't 
dare. 

There are twists in the story that furnish 
some rollicking entertainment. One of these 
takes the heroine on a new kind of modern- 
istic treasure hunt, ending up under the bed 
of a poet who is all the rage with the gush- 
ing variety of the younger smart set. This 
sequence affords some excellent views of 
London, featuring Trafalgar Square, West- 
minster Abbey, Buckingham Palace and 
other places made famous in Cook's Tour 
pamphlets. 

But threading in and out of the story, 
the moral, and whatever else is intended as 
the story's object, is the extremely diverting, 
vivacious personality of the star. She gives 
a performance that will send the vast ma- 
jority of picture fans away satisfied. 

The finale is put across with an impress- 
ive bit of action, achieved through the 
wrecking of an airship while in mid air. 
There is a genuine thrill to this, which 
quickens the pulse, and helps vary the tenor 
of the story. 

Exploitation possibilities loom up in tie- 
ups with European Tourist Agencies, book 
shops selling "We Moderns," jewelry 
shops, cosmetic concerns, gown shops and 
auto garages. 



WHEN THE DOOR 
OPENED 

A Fox Production. Adapted from the 
novel by James Oliver Curxvood. Di- 
rected by Reginald Barker. Length, 
6,515 feet. 

CAST AND SYNOPSIS 

Teresa de Fontenac Jacqueline Logan 

Clive Grenfal Walter McGrail 

Mrs. Grenfal Margaret Livingston 

Henry Fredericks Robert Cain 

Grandfather de Fontenac Frank Keenan 

O' Flaherty Roy Laidlow 

Cafe Siren Diana Miller 

Oh Mai Walter Chung 

Believing he has killed his wife's lover, Clive 
Grenfal wanders alone through the Canadian woods. 
Disillusioned and discouraged, he lives the life of a 
hermit. When Fate throws him in contact with 
Teresa de Fontenac, a young French girl, kept 
sweet and fresh by her mistrusting grandpere, he 
downs his emotions, feeling he is branded a mur- 
derer. Although she loves him, he pretends not to 
understand. Henry Fredericks, who is foiled by 
Grenfal in his attack on Teresas turns out to be 
none other than the victim of Grenfal 's shot. This 
clears Grenfal's conscience and he is free to accept 
the happiness which Teresa's love offers him. 

By Peggy Goldberg 

FINE drama — truly dramatic — and 
which carries a strong measure of 
fidelity. It is sure to please the majority 
for there are moments of poignancy and 
suspense ; there are thrills galore. 

Jacqueline Logan gives an excellent por- 
trayal of the little French girl whose char- 
acteristic vivaciousness has been lulled by 
the rigidity of the discipline of her grand- 
father, but which nevertheless asserts itself 
when romance plays on her heartstrings. 
Her coquetry is natural and bewitching and 
she exudes a sweetness and wholesomeness 
that are refreshing. 

Walter McGrail as Grenfal has a diffi- 
cult part and except for a few places where 
he is inclined to overact, does very well. 
Robert Cain is a really villainous villain. 
Another who deserves special mention is 
Walter Chung, whose portrayal of the loyal 
and thoroughly understanding Jap valet is a 
wholly lovable characterization. 

In short, Reginald Barker has selected 
an excellent cast for a totally absorbing 
story which he has directed with an eye for 
plausibility. 

Although the photography is somewhat 
faulty, the scene where the old chateau 
crumbles beneath the maddening elements, 
the people making their escape through the 
flood on logs and improvised vessels, is one 
of the highlights. 

In most cases Mr. Barker's aim for real- 
istic effects hits the mark. His storm 
scenes, the atmosphere of the old Canadian 
town, and the dignified air of the old 
French chateau with its stone walls and 
floors, are the essence of realism. 

With four such names as Jacqueline Lo- 
gan, Walter McGrail, Margaret Livingston 
and Robert .Ca^n, properly exploited, you 
should have no trouble drawing them in. 
There is also the possibility of a tie-up with 
book shops, lifefary societies, reading clubs, 
etc., on James Oliver Curwood's book. 



Page 46 



Exhibitors Trade Review 



Short Subjects Chart 



AMBASSADOR PICTURES CO. 

Title Subject Length Released 

6 New Bray Magazines 

26 Bray Nature Pictures 

13 Bray Romances 

12 Sport Travelogs 

12 Tense Moments of Opera 



ARROW 



Length 



Title Star 

Wandering Fires Constance Bennett . . 

Share and Share Alike Jane Novak — Jas. Rennie... 6400 

My Lady of Whims Clara Bow — Donald Keith . . 6500 

The Silken Lady Gladys Hulette 6500 

In Borrowed Plumes Marjorie Daw — Niles Welch 

The Great City All Star 

Don't Lie to Your Wife ... All Star 

The Cleaner Flame All Star ... 

Led Astray Jane Novak .. 

The Mysterious Pines All Star 

The Un-Named Woman .... Herbert Rawlinson 6500 



Released 



ARTCLASS PICTURES CORPORATION 



Title 

The Merchant of Venice 



Subject Length Released 

Tense Moments from Famous 1 reel classic . . 
Plays and Great Authors 



David Garrick 

MacBeth 

East Lynne 

Scrooge 

Jane Shore 

The Lady of the Camelias 

Moths 

Hunchback of Notre Dame 
Nancy (From Oliver Twist) 

Sapho 

The Scarlet Letter 

Vanity Fair 

Never Too Late to Mend . . 

Les Miserables 

Fagin (From Oliver Twist) 

Bleak House 

A Tale of Two Cities . . . . 



AYWON FILM CORPORATION 

Title Subject Length 

A Tough Night Jimmy Callahan Comedies.. 2 reels 

On the Isle of Sap Jimmy Callahan Comedies.. 2 reels 

The Poor Millionaire Jimmy Callahan Comedies.. 2 reels 

A One Man Woman Jimmy Callahan Comedies.. 2 reels 

The Huckleberry Gulch ... Jimmy Callahan Comedies.. 2 reels 

A Wonderful Wallop Jimmy Callahan Comedies.. 2 reels 

October Morn Jimmy Callahan Comedies.. 2 reels 

A Lucky Dog Jimmy Callahan Comedies.. I reels 

His Future Father in Law.. Jimmy Callahan Comedies.. 2 reels 



Released 



BISCHOFF, INC. 



Title Subject Length 

Mac's Beth H. C. Witwer Comedies ... 2 reels. 

Battling Romeo H. C. W : twer Comedies ... 2 reels.. 

Merchant of Weenies H. C. Witwer Comedies ... 2 reels.. 

Taming of the Shrewd H. C. Witwer Comedies ... 2 reels. 

Account of Monte Cristo .. H. C. Witwer Comedies ... 2 reels. 

1 ive Agent Riff Comedies 2 reels. 

HoIIvwouldn't Riff Comedies 2 reels. . 

Working for the Rest. Riff Comedies 2 reels. 

Six Miles to Go Riff Comedies 2 reels. . 

Assorted Nuts Cold Me^nl Comedies 2 reels. 

Soookv Spooks PnM Mer^pl Comedies ? reel*?. . 

Plav Ball <~-olrl Me^«l Comedies ? reels!! 

Roomers Afloat CMH Me^ol Comedies 9 reels.. 

Starvation Hunters Biff Comedies 2 reel*. 

Cured Hams CoM Me^il Comedies .... 2 ree'q 

las' of tbe Mohegians ... H. C Wirnrer Comedies .. 2 reels 
Lost Whirl Biff Comedies 2 reels 

CRANFIELD & CLARKE, INC. 



Title 

In Tulio T and Cnemc 

' et's Go Fishing Soenic 

Wooden Shoes ^renic 

Heroes of the North Sea . . Scenic 



Snbiret 



Leneth 
2 reels. 
1 reel . 
T reel . 
1 reel . 



Released 
.Aug. 1 
..Sept. 1 
...Oct. 1 
..Nov. 1 
..Dec. 1 
.Aug. 10 
.Sept. 10 
.Oct. 10 
. .Nov. 10 
.Aue. 20 
.Sent. 20 
. .Oct. 20 
. .Nov. 20 
Dec.. 10 
. . r>ec 20 
. .T«n. 1 
..Jan. 10 



Released 
. .Sept. 
, . .Sect. 
. .Sent. 
. .Sept. 



CUMBERLAND PRODUCTIONS 



rtn •».» fn 
II. 



Billy West 1810 Jan. 1 

Bobby Dunn Jan. 15 

Billy West 1851 Feb. 1 

• •—J j tt..„i...j„ Bobby Dunn Feb. 15 

Stick Around Bi,t V West 1846 •••••*<*• 1 

Rivals Bobby Dunn Men. 15 

Hey Taxi BiHy West 1758 Aof ' 

Braaa Button Billy West Ao» l» 

West h West Billy Dunn May I 

Dog 'On It Billy Weet May IS 



DAVIS DISTRIBUTING DIVISION, INC. 



Length 
2000 ft. 



Title Subject 

Saturday "Hey Fellas" , 

Peggy The Vamp "Sheiks and Shebas" " " . 

Fireflies "Hey Fellas" " " .... 

Peggy's Pests "Sheiks and Shebas" " " .... 

Tin Hoss "Hey Fellas" " " 

Peggy's Putters "Sheiks and Shebas" " " 

What Price Orphans "Hey Fellas" " " .... 

Peggy in a Pinch "Sheiks and Shebas" " " .... 

The Klynick "Hey Fellas" " " .... 

Peggy's Heroes "Sheiks and Shebas" " " .... 

Six Faces West "Hey Fellas" " " 

Peggy's Helpers "Sheiks and Shebas" " " .... 

Ringlings Rivals "Hty Fellas" " " 

Peggy's Reward "Sheiks and Shebas" " " .... 

It Might Happen to You ... A Tale Told Without Titles 2000 ft 

The Mystery Box Serial 10 Episodes . 

The Promise Tales Told Without Titles. . 2 reels 

The Invention A Tale Told Without Titles 2000 ft 

Crooked A Tale Told Without Titles 2000 ft 

The Valiant Skipper A Tale Told Without Titles 2 reels 

Cinema Stars Novelty Reel 1 reel weekly 

The Power God Serial 15 episodes . 

Fragments of Life Herrick Prods 2 reels 



Released 



EDUCATIONAL FILM EXCHANGES, INC. 



Title 

Monkey Business 

King Cotton 

Dragon Alley 

Judge's Crossword Puzzle . 

Rock Bottom 

Only a Country Lass 

Fares Please 

Tender Feet 

Judge's Crossword Puzzle 

Judge's Crossword Puzzle.. 

Wild Waves 

Hello Goodby 

Two Poor Fish 

Sit Tight 

Judge's Crossword Puzzle.. 

Fun's run 

The Cloudhopper 

Air Tight 

Hodge-Podge 

Wake Up 

Going Great 

Baby Blues 

Props' Dash for Cash 

Look Out 

Beware 

Wild Beasts of Borneo . . . 
Felix Cat Trifles with Time 

Pictorial Proverbs 

Soup to Nuts 

Props and the Spirits 

Felix the Cat In Business. . 

Watch Out 

Pleasure Bound 

In Deep 

Off His Beat 

The Tourist 

Felix Cat Thru Toyland . . 

The Ston. -Teller 

Who's Which 

Re Careful 

Fair Wflrn'np 

A Misfit Sailor 

Felix the Cat on the Farm 

The Movies 

r>oe Daze 

Baby Be Good 

Felix the Cat on the Job., 
tfnicknacks of Knowledge. . 

Scrambled Eggs 

Snot I ight 

Felix the Cat in Gold Rush 

Slipperv Feet 

Sweet and Pretty 

A Goofy Gob 

Fire Away 

Fellow Members 

Felix Cat in Eats are Wets 

Hot Feet 

Cleaning Up 

Maeical Movies 

Felix Cat Tries the Trades 
On Edge 



Subject 

Earl Hurd Cartoon Comedy 

Hamilton Comedy 

Juvenile Comedy 

Novelty 

Cameo Comedy 

Fables in Color 

Mermaid Comedy 

Walter Hiers Comedy .... 

Novelty 

L. H. Howe's Hodge-Podge 

Novelty 

Cameo Comedy 

Mermaid Comedy 

E. Hurd Cartoon Comedies 
Christie Comedy 

Cameo Comedy 

Larry Semon 

Bobby Vernon 

Lyman H. Howe 

Cameo Comedy 

Mermaid Comedy 

Juvenile Comedy 

Christie Comedy 

Cameo Comedies 

Mermaid Comedies 

Special 

Felix the Cat 

L. H. Howe's Hodge-Podge 

Christie Comedies 

E. Hurd Cartoon Comedies 

Felix the Cat 

Bobby Vernon Comedies . . . 

Mermaid Comedies 

Cameo Comedies 

Walter Hiers Comedies .... 

Tuxedo Comedies 

Felix the Cat 

L. H. Howe's Hodge-Podge 

Cameo Comedies 

Jimmie Adams Comedies ... 

Mermaid Comedies 

Christie Comedy 

Felix the Cat 

Hamilton Comedy 

Cameo Comedy 

Juvenile Comedy 

Felix the Cat 

Hodge-Podge 

Cameo Comedy 

Mermaid Comedy 

Felix the Cat 

Bobby Vernon Comedy .... 

Cameo Comedy 

Christie Comedy 

Mermaid Comedy 

Walter Hiers Comedy 

Felix the Cat 

Cameo Comedy 

Tuxedo Comedy 

L. H. Howe's Hodge-Podge 

Felix the Cat 

Mermaid Comedy 



Length Released 

1000 May 3 

2000 May 3 

2000 May 3 

1000 May 3 

1000 May 10 

1000 May 10 

2000 May 10 

2000 May 10 

1000 May 10 

1000 May 17 

1000 May 17 

1000 May 24 

2000 May 24 

1000 May 31 

2000 May 31 

1000 May 31 

1000 June 7 

2000 June 7 

2000 June 14 

1000 June 14 

1000 June 21 

2000 June 21 

2000 June 21 

2000 June 28 

1 reel.... Aug. 2 

2 reels. . . .Aug. 9 

2 reels Aug. 16 

1 reel Aug. 23 

1 reel 

2 reels. . . .Aug. 30 
1 reel.... Aug. 30 

1 reel Sept. 6 

2 reels 

2 reels 

1 reel Sept. 13 . 

1 reel 

2 reels. . .Sept. 20 
1 reel 
1 reel 

1 reel . 

2 reels 
2 reels 

2 reels Oct. 4 

1 reel Oct. 4 

2 reels Oct. 4 

1 reel Oct. 11 

2 reels Oct. 18 

1 reel Oct. 18 

1 reel Oct. 18 

1 reel Oct. 25 

2 reels Oct. 25 

1 reel Nov. 1 

2 reels Nov. I 

1 reel Nov. 8 

2 reels Nov. 8 

2 reels Nov. 8 

2 reels ....Nov. 13 
1 reel Nov. 15 

1 reel Nov. 22 

2 reels Nov. 22 

1 reel Nov. 22 

1 reel Nov. 29 

2 reels Nov. 29 



, . .Sept. 27 



FILM BOOKING OFFICES 

Title Subject Length Released 

Monsieur Don't Care Stan Laurel Comedy 2000 Dec. 1 

Pied Piper Dinkv Doodre 1000 Dec. 1 

Screen Almanac No. 6 ... Broadway Beauties 1000 Dec.10 

Hebie Jeebie Aubrev Comedy 2000 Dec. Is 

West «f Hot Dog Stan Laurel Comedy 2000 Dec.30 

Red Ridine Hood Dinkv Doodle 1000 Jen. 4 

Screen Almanac No. 7 Studio Secrets 1000 Jan .10 

Hypnotized Aubrev Comedy 2000 Jan. 15 

Somewhere In Wrong Stan Laurel Comedy 2000 Jan.30 



December 5, 1925 



Page 47 



Production Chart of Short Subjects — Continued 



FILM BOOKING OFFICES— Continued 



Title 

The Captain's Kid 

Screen Almanac No. 8 .... 

Oh What a Flirt! 

Twins 

Dinky Doodle & Cinderella. 

Welcome Granger 

He Who Gets Rapped 

Merton of the Goofles .... 

The Great Decide 

The Fast Male 

The Covered Flagons 

or Hooch Mon ! 

Madam Sans Gin 

April's Fool 

Oscar's Wild 

Miss Me Again 

Book Bozo 

Babes in the Woods r 

Lame Brains 

Amazing Mazie 

Tailoring 

The Bad Man 

The Constant Simp 

Three Wise Goofs 

How Elephant Got Trunk . . 
"—Or What Have You?" . 

2nd Blue Ribbon 

3rd Bray Cartoon 

"Mazies Won't Tell" 



Subject 

Dinky Doodle 

Hollywood's Close- Ups 

Aubrey Comedy 

Stan Laurel Comedy . . 

Cartoon 

Comedy 

Peacemakers 

Peacemakers 

Peacemakers 

Peacemakers 



Peacemakers 

Peacemakers 

Peacemakers 

Peacemakers 

No. 12 "The Pacemakers" 

Jimmy Aubrey 

it 12 Dinky Doodle Cartoon 
Blue Ribbon Comedy 
jt 1 "Adventures of Mazie" 
5 1 Stand. Fat Men Com. 

it 1. Bray Cartoons 

j£ 2. "Adventures of Mazie" 
5 2. Stand. Fat Men Com. 

Novelty Bray Studios 

ft 3 "Adventures of Mazie" 



J 4. "Adventures of Mazie' 



Length Released 

iOOO Feb. 1 

1000 Feb. 10 

2000 Feb. 15 

2000 Feb.28 

1000 Mar. 1 

Mar. 1 

2000 Mar. 15 

2000 Mar.29 

2000 Apr. 12 

2000 Apr.26 

2000 May 10 

2000 May 24 

2000 June 7 

2000 June29 

Aug. 2 

Aug. 15 

Aug. 16 

Sept. 6 

Sept. 13 

Sept. 20 

Sept. 20 

Sept. 27 

Oct. 4 

Oct. 4 

Oct. 11 

Oct. 18 

Oct. 18 

Oct. 25 



FILM EXCHANGE, INC. 



Title 

Danse Macabre 

Road to Mandalay 

Aphrodite 

Soul of the Cypress 

Day Dreams 

The White Chrysanthemum 
Title 

Land of Eternal Youth .... 
Neath the South Sea Moon 

Valley of Content 

Hot and Cold 

Jungle Rites 

Honeymoon Place 

Snows of Many Years .... 

An Alphine Paradise 

Heroes of Long Ago 

Lady of Bath 

Land of William Tell 

Top of the World 

Title 

Working the Scenery 

Where Firemen Grow Wings 
Nipping Them in Nipigon . . 

The Magic Rag 

The Land of Rivers 

We Parked in Ontario .... 
Title 

Spearing Lions _ 

Tiger of the Stream 

Dinner Time at the Zoo . . 
Toto of the Congo ...... 

Quaint People and 
Head Hunters of Borneo . . 

Old China 

Ragoon of the Mystic East 
Land of the White Rajah 
Ruby Mines of Burma .... 
Land of the White Elephant 
Title 

Secrets of the Waters .... 
Comrades of the Garden . . 
Glimpses of Bird Life .... 

Feathered Friends 

Sidelights of Water Birds . 



Service Novelties 
Synch, of St. Saens Sym. . . 
Pict. of Kipling's Poem . . 
Beauty Rising from the f-ea 
Vividly Portrayed Dance . . 
Reverie in Land of Dreams 
A Beautiful Love Story 

New Era Novelties 

Perils of the Alps 

Idylls of Southland 

Isle of Romance 

Roof Tops of Europe .... 

Winter's Playground 

Mt. Blanc, the Magnificent 
Venice of the South Seas . . 

Memories of Helvetia 

Land of Heart's Desire ... 
Mountains of Romance . . . 
Week End in Paradise .... 

Trip to Happyland 

Novelty Scenics 
Niagara FaJJs from Aero. . . 
Fighting Forest Fires in Air 
Trout Fishing as a Sport . . 
Novelty Dealing with Paper 

Northern Canada 

Toronto, Ct. of Amus. Parks 

Novelty Adventures 

Jungles of India 

Lassoing Wild Animals .... 

A Path in the Woods 

4 Others 

Queer Places 
Land Dyaks of Sarawak . . 

Quaint Berne 

With Nomads and Tartars 
Sea Dyaks of Sarawak .... 
Customs of Calmucks .... 
Japanese Fishermen 

Wonders of Nature 

Way of a Sea Gull 

Denizens of the Deep 

Peep Into the Pond 

Nature's Choristers 

Common Folk of Nature . . 



FITZPATRICK PICTURES, INC. 



Title 

Franz Schubert Famous 

Felix Mendelssohn Famous 

Stephen Foster Famous 

Ludwig Van Beethoven .... Famous 

Franz Lizt Famous 

Frederick Chooin Famous 

George Frederick Handel . . Famous 

Richard Wagner Famous 

Haydn and Mozart Famous 

Guiseppe Verdi Famous 



Subject 
Music Masters 
Music Masters 
Music Masters 
Music Masters 
Music Masters 
Music Masters 
Music Masters 
Music Masters 
Music Masters 
Music Masters 



Length Released 

1 reel 

1 reel 

1 reel 

1 reel 

1 reel 

1 reel 

1 reel June 13 

1 reel Sep. 1 

1 reel Oct. 2 

1 reel Oct. 15 



FOX 

Title Star Length L Released 

Thank Yon All Star 6900 Nov 1 

Durand of the Bad Buck Jones 5844 Nov 1 

Lazybones All Star 7234 ...... Nov 8 

The Fool Edmund Lowe 9374 ... Nov 15 

East Lynne All Star 8975 Nov 22 

The Best Bad Man Tom Mix. Nov 29 

When the Door Opened .... All Star Dec 6 

Wages for Wives All Star Dec 13 

A Man Four Square Buck Jones Dec 13 

The Ancient Mariner All Star Dec 20 

The Golden Strain All Star Dec 27 



FOX— Continued 

Title Subject Length Released 

The Golden Buterfly All Star Jan 3 

The Johnstown Flood All Star Jan 10 

Untitled Tom Mix Jan 10 

The Dixie Merchant All Star Jan 17 

Daybreak All Star Jan 24 

The Desert's Price Buck Jones Jan 31 

Palace of Pleasure All Star Feb 7 

The First Year All Star Feb 14 

Separate Rooms All Star Feb 21 

Siberia All Star Feb 28 

Tony Runs Wild Tom Mix Feb 28 

Marriage All Star Mar 14 

Dangers of a Great City ... All Star Mar 21 

Untitled Buck Jones Mar 21 

Manhood All Star Mar 28 

Streets of Sin All Star Apr 4 

The Road to Glory AH Star Apr 1 1 

The Ace of Hearts All Star Apr 18 

Untitled Tom Mix Apr 18 

Untitled Buck Jones May 9 

Untitled Tom Mix Jun 6 



Untitled. Buck Jones 



Jun 27 



LEE-BRADFORD CORPORATION 



Series One 

His Week- End The 

See Here ! The 

Robbing the Rube The 

Two Too Many The 

Never on Time The 

Horrible Hollywood The 

Series Two 

The Dry Agent The 

Stage Struck Slim The 

The Gob The 

True to Two The 

Slippery Husband The 

Old Timers The 

Series Three 

The Lion's Share The 

Tangled Wives The 

Marriage Lies The 

A Crook That Can Cook . . The 
Her Father's Agreement . . . The 



Subject 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 

Subject 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 

Subject 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies 
Lightning Comedies . 
Lightning Comedies . 



. 2 
. 2 
. 2 
. 2 
.2 



. 2 
.. 2 
. . 2 
.. 2 



Length 
2 reels 
reels 
reels 
reels 
reels 
reels 
Length 
2 reels 
reels 
reels 
reels 
reels 
reels 
Length 
2 reels 
reels 
reels 
reels 
reels 



Released 



Released 



Released 



IRIS NOVELTY EXCHANGE 

12 Hand Colored Nov. Spe 

20 Screen Stars 

6 Nov. "Did This Ever 

Happen to You" 

15 Trick Reels-Iris 

9 Scenics 



MERIT FILM CORPORATION 

Title Author Length 

12 Fables in Slang H. C. Witwer 2 reels 

12 Biffs Thrill Comedies . . Chester Conklin, B. Franey 2 reels 

12 Gold Metal Comedies . . A. St. John 2 reels 

6 Criterion Classics Gems of His. Romance.... 1 reel . 

The Flame Fighter Features Herbert Rawlinson 2 reels 



Released 



PATHE 

Title Subject length 

Sunken Silver No. 9 Drama 2000 Jul 

Wine, Women and Song . . . Fables Pic Corp 700 Jul 

Isn't Life Terrible Roach Comedy 2000 Jul 

Ouch Stereoscopik 500 Jul 

Pathe Review No. 27 Educational 1000 Jul 

Topics of the Day No. 27 . Timely Films Inc 334 Jul 

Sunken Silver No. 10 Drama 2000 Jul 

When Men Were Men Fables Pic. Corp 1000 Jul 

Sherlock Sleuth Roach Comedy 2000 Jul 

The White Wings Bride . . . Harry Langdon 2000 Jul 

Learning How Grantland Rice 1000 Jul 

Topics of the Day No. 28 . Timely Films Inc 334 Jul 

Pathe Review No. 28 Educational 1000 lul 

Play Ball No. 1 Drama 2000 Jul 

For Love of a Gal Fables Pic. Corp 1000 Jul 

Daddy Goes a Grunting ... Roach Comedy 2000 Jul 

Sneezing Beezers ». Mack Sennett 2000. 

Pathe Review No. 29 .... Educational 1000. 

Topics of the Day No. 29 . Timely Films Inc 334. 

Yes, Yes, Nanette Roach Comedy 1000. 

Play Ball No. 2 Drama 2000. 

Bugville Field Day Fables Pic. Inc 1000. 

Boys Will Be Joys Our Gang 2000. 

Why Kids Leave Home Grantland Rice 1000. 

Pathe Review No. 30 Educational 1000. 

Topics of the Day No. 30 . Timely Films Inc L334. 

Play Ball No. 3 Drama 2000. 

A Yarn About Yarn Fables Pic. Inc 1000. 



.Jul 
Jul 
.Jul 

• Jul 

• Jul 
Jul 
Jul 

• Jul 
Jul 
Jul 

• Aug 
.Aug 



Innocent Husbands Roach 2000 Aug 

Tee for Two Mack Sennett 2000 Aug 

Pathe Review No. 31 Educational 1000 Aug 

Topics of the Day No. 31 . Timely Films Inc. 334 Aug 

Play Ball No. 4 Drama 2000 Aug 

Bubbles Fables Pic. Inc 1000 Aug 

Madame Sans Jane Roach 2000 Aug 

Sons of Swat Grantland Rice 1000 Aug 

Pathe Review No. 32 Educational 1000. .... .Aug,,, 



Released 
5 
5 
5 
5 
S 
5 
12 
12 
12 
12 
12 
12 
12 
19 
12 
19 
19 
12 
19 
12 
26 
26 
26 
26 
26 
26 
2 
2 
2 
2 
2 
2 
9 
9 
9 
9 
9 



Page 48 



Exhibitors Trade Review 



Production Chart of Short Subjects — Continued 



PATHE— Continued 



Title 

Topics of the Day No. 32 . 

Play Ball No. 5 

Soap 

Lucky Stars 

Tame Men and Wild Women 

Pathe Review No. 33 

Topics of the Day 

Play Ball 

Over the Plate 

Don't Tell Dad 

Mary, Queen of Tots 

Seven Ages of Sport 

Pathe Review No. 34 

Topics of the Day 

Play Ball No. 7 

The Window Washers 

Butter Fingers 

Cold Turkey 

Pathe Review No. 35 . 

Topics of the Day 

Play Ball No. 8 

No Father to Guide Him . . 

Barrier Busters 

A Runaway Taxi 

Pathe Review No. 36 

Barnyard Follies 

Topics of the Day 

Madam Sans Jane 

Unfriendly Enemies 

Into Segundo's Hands 

The Ugly Duckling 

Hurry Doctor 

A Rainy Knight 

Somewhere in Somewhere . 
A Home Plate Wedding ... 

Starting an Argument 

Nuts and Squirrels 

The Land Rush 

Your Own Back Yard 

Love and Kisses 

The Big Kick 

Hungry Hounds 

On The Show 

The Lion and the Monkey. . 

Moonlight and Noses 

The Outlaw Elephant 

Solid Ivory 

The Hero Wins 

Over There-Abouts 

The Caretaker's Daughter . . 

Ride 'Fun Cowboy 

Air Cooled 

Cuckoo Love 

Good Morning Madame . . . 

Clever Feet 

The Rustlers' Stampede . . . 
Closer Than a Brother . . . 

A Punch in the Nose 

A Sweet Pickle 

All Wool 

"The Diamond Girl" 

Wildcats of Paris 

Better Movies 

Dangerous Curves Behind . . 
What Price Touchdown? .. 
The Champion Cowboy .... 

The Honor System 

Should Sailors Marry 

Are Parents Pickles? 

Under the Buffalo Stampede 

The Uneasy Three 

More Mice Than Brains . . . 

Take Your Time 

Shooting at Time 

Stolen Evidence 

The Great Open Spaces . . . 

Papa, Be Good ! 

Isn't Love Cuckoo 

The Soapsuds Lady 

A Dog's Life 

Whistling Lions 

The Law Decides 

A Day's Outing 

Laughing Ladies 

Walloping Wonders 

There He Goes 

The Ghost of Bellamy Castle 

The Bonehead Age 

One Wild Ride 

The Midnight Warning 

The Haunted House 

Wandering Papas 

From Rags to Britches 

Untitled 

Then and Now 

In the Enemy's Stronghold. 
The English Channel Swim. 

His Wooden Wedding 

Hotsy Totsy 



Subject 

Timely Films Inc 

Drama 

Fables Pic. Inc 

Harry Langdon 

Roach 

Educational 

Timely Films Inc 

Drama 

Fables Pic. Inc 

Mack Sennett , 

Our Gang 

<i rant land Rice 

Eiducational 

Timely Films, Inc , 

Drama 

Fables Pic. Inc , 

Mack Sennett , 

Mack Sennett 

Educational 

Timely Films, Inc , 

Drama 

Hal Roach 

Grantland Rice 

Stereoscopik 

Educational 

Fables Pic, Inc 

Timely Films, Inc 

Hal Roach 

Hal Roach 

"Play Ball' No. 9 , 

Aesop's Film Fables 

Mack Sennett 

Mack Sennett 

Hal Roach 

"Play Ball" No. 10 

"Sportlight" 

Aesop's Film Fables 

"Wild West" No. 1 

Our Gang 

Mack Sennett 

Hal Roach 

Aesop's Film Fables 

"Wild West" No. 2 

Aesop Fable 

Hal Roach-Cook 

"Wild West" No. 3 

Hunkey Dorrey 

Aesop Fable 

Mack Sennett 

Hal Roach-Chase 

"Wild West" No. 4 

Aesop Fable 

Hal Roach-Tryon 

Sennett-Graves 

"Sportlight" 

"Wild West" No. 5 

Aesop Fable 

Roach 

Sennett-Day 

Roach-Hunkey Dorrey 

"Wild West" No. 6 

Aesop Fable 

Our Gang 

Mack Sennett 

"Snortlieht" 

"Wild West" No. 7 

Aesop Fable 

Hal Roach-Cook 

Roach-Parrott 

"Wild West" No. 8 

Roach-Charley Chase 

Aesop Fable 

Sennett-Graves 

Sportlight 

"Wild West" No. 9 

Aesop Fable 

Roach-Glenn Tryon 

Mack Sennett 

Sennett-Alice Day 

Charlie Chaplin 

Roach-Parrott 

"Wild West" No. 10 

Aesop Fable 

Hal Roach 

Sportlight 

Sennett-Langdon 

"The Green Archer" No. 1, 

Aesop Fable . 

Our Gang 

"The Green Archer" No. 2 

Aesop Fable 

Roach-Clyde Cook 

Mack Sennett 

Sennett-Ralph Graves .... 

Sportlight 

"The Green Archer" No. 3 

Aesop Fable 

Roach-Charley Chase 

Sennett-Alice Day 



Length Released 

334 Aug 9 

2000 Aug 16 

1000 Aug 16 

2000 Aug 16 

2000 Aug 16 

1000 Aug 16 

334 Aug 16 

2000 Aug 

750 Aug 

2000 Aug 

2000 Aug 

1000 Aug 

1000 Aug 

334 Aug 

2000 Aug 

750 Aug 

2000 Aug 

2000 Aug 30 

1000 Aug 30 

334 Aug 

2000 Sep 

2000 Sep 

1000 Sep 

1000 Sep 

1000 Sep 

750 Sep 

334 Sep 



23 
23 
23 
23 
23 
23 
23 
30 
30 
30 



30 
6 
6 
6 
6 
6 
6 
6 



2 reels . . . .Sep. 13 

1 reel Sep. 13 

2 reels . . . .Sep. 13 

2/3 reel Sep. 13 

2 reels Sep. 20 

2 reels Sep. 20 

2 reels Sep. 20 

t reels Sep 20 

1 reel jep. 20 

2/3 reel Sep. 20 

3 reels . . . .Sep. 27 

2 reels Sep. 27 

2 reels Sep. 27 

1 reel Sep. 27 

2/3 reel Sep. 27 

2 reels Oct. t 

2/3 reel Oct. 4 

2 reels Oct. 4 

2 reels Oct. 1 

1 reel Oct. 1 

2/3 reel Oct. 1 

2 reels Oct. 1 

2 reels Oct. 1 

2 reels Oct. 18 

2/3 reel Oct. 18 

2 reels Oct. 18 

2 reels Oct. 18 

1 reel Oct. 18 

2 reels Oct. 25 

2/3 reel Oct. 25 

2 reels Oct. 25 

2 reels Oct. 25 

1 reel Oct. 29 

2 reels Nov. 

2/3 reel . . . .Nov. 

2 reels Nov. 

2 reels Nov. 

1 reel Nov. 

2 reels Nov. 8 

2/3 reel Nov. 8 

2 reels Nov. 8 

1 reel Nov. 8 

2 reels Nov. 15 

2 reels Nov. 15 



2/3 reel 



.Nov. 15 



2 reels Nov. 15 

1 reel Nov. 15 

2 reels Nov. 22 

2/3 reel Nov. 22 

2 reels Nov. 22 

2 reels Nov. 22 

2 reels Nov. 22 

3 reels Nov. 22 

1 reel Nov. 22 

2 reels Nov. 29 

2/3 reel Nov. 29 

2 reels . . . .Nov. 29 

1 reel Nov. 29 

3 reels Nov. 29 

2 reels Dec. 6 

2/3 reel . . .Dec. 6 

2 reels Dec. 6 

2 reels . . . .Dec 13 

2/3 reel Dec. 13 

2 reels ....Dec 13 

2 reels Dec 13 

2 reels Dec. 13 

1 reel Dec. 13 

2 reels Dec. 20 

2/3 reel . . .Dec. 20 
2 reels Dec. 20 

, 2 reels Dec. 20 



RED SEAL PICTURES CORP. 

Title Subject Length ^Released 

Good Bye My Lady-Love .. Song Car-Tune Dec.27 

Come Take A Trip in My Song Car-Tune Jan. 15 

Old Folks at Home Song Car-Tune Feb. 1 

Has Any Body Here Seen Song Car-Tune Mar. 1 

Daisy Bell Song Car-Tune Mar.20 

League of Nations (Out-of-the-Inkwell) Oct.15 



RED SEAL PICTURES CORP.— Continued 



Length 



Title Subject 

The Cure (Out-of-the-Inkwell) 

The Storm (Out-of-the-lnkwell) 

Eivolution Urban-Kineto Prod 5 reels 

Thru Three Reigns Royalty 2 reels 

The Silvery Art Skiiing 2 reels 

Flirting with Death Ice Thriller 2 reels 

13 Out of Inkwell Series . . Ko-Ko Cartoon Comedies 

13 Marvels of Action Fleischer-Novograph 

13 Ko-Ko Song Car-Tunes.. Fleischer Cartoons 

13 Gems of the Screen 

26 Animated Hair Cartoons By Marcus 



Released 
.Nov.15 
.Dec.20 



RAYART PICTURES 



Title Subject 

Artists Blues Rayart Pictures Corp. 

The Raid Rayart Pictures 

Moonlight Nights Rayart Pictures 

Hay Fever Time Rayart Pictures 

Merry Widower Rayart Pictures 

Wood Simps Rayart Pictures 

Flame Fighter Rayart Pictures 



CORPORATION 

Length 



Released 
July 1 

CorpA Aug. 1 

Corp Sept. 1 

Corp Oct. 1 

Corp Nov. 1 

Corp Dec. 1 

Corp Sept.15 



SHORT FILMS SYNDICATE 



Title 

Accidents Won't Happen . . 

Soda Clerks 

Invisible Revenge 

Where Am 1 

Bear Facts 

Mixing in Mexico 

Title 

I Remember 

One Day in June 

Desert of Patience 

Unknown Mother 

Title 

The Lion Hunt 

The Rhinocerous Hunt .... 

The Water Hole 

The Cloud Cruiser 

Title 

Thirty Years Ago 

Old Time Movie Show .... 
Beware of Broncho Billy . . 

Old Time Serial Show 

Wild West Comes to Europe 
Title 

Boston and New England . 

Conev Island 

The Endless Caverns 

Title 

Betty and Her Beasties . . . 
Orphans of Mother O'Phew 



Subject Length 

Mutt & Jeff Cartoons l reel 

Mutt & Jeff Cartoons 1 reel 

Mutt & Jeff Cartoons 1 reel 

Mutt & Jeff Cartoons 1 reel 

Mutt & Jeff Cartoons 1 reel 

Mutt & Jeff Cartoons 1 reel 

Subject Length 

Venturini Series 2 reels 

Venturini Series 2 reels 

Venturini Series 2 reels 

Venturini Series 2 reels 

Subject Length 

Adventure Series 1 reel . 

Adventure Series 1 reel . 

Adventure Series 1 reel . 

Adventure Series 1 reel . 

Subject Length 
Old Fashioned Movies .... 1 reel 
Old Fashioned Movies .... 1 reel 
Old Fashioned Movies .... 1 reel 
Old Fashioned Movies .... 1 reel 
Old Fashioned Movies .... ! reel 

Subject Length 

Technicolor 1 reel 

Technicolor 1 reel 

Technicolor 1 reel 

Subject Length 

Novelty Series 1 reel 

Novelty Series 1 reel 



Released 



Released 



Released 



Released 



Released 



Released 



SYNCHRONIZED FILM SONGS 



Subject 

Yearning 

Waiting for the Moon 

Will You Remember Me . . 
I'll See You in My Dreams 

Honest and Truey 

Madeira 

If You See That Girl, etc. 

Shadowland 

Wonder If We'll Meet Again 
Save Your Salary 



Author 

Irving Berlin 

Irving Berlin 

Leo Feist 

Leo Feist 

Leo Feist 

Watterson, Berlin & Snyder 
Watterson, Berlin & Snyder 
Watterson. Berlin & Snyder 
Shapiro, Bernstein & Co.... 
Shapiro, Bernstein & Co.... 



UNIVERSAL 



Lengtn 
350 feet 
350 feet 
350 feet 

350 feet 

350 feet . . . 
350 feet 

350 feet 

350 feet 

In Preparation 

In Preparation 



Released 



Title 

The Fighting Ranger 

Great Circus Mystery No. 10 

Queen of Aces 

Roaring Waters 

Fighting Ranger No. 2.... 

Nobody Wins 

"he Fighting Ranger, No. 2 

Love Sick 

The Close Call 

The Fighting Ranger No. 3. 

Andy in Hollywood 

Slick Articles 

The Show Down 

The Fighting Ranger, No. 4 

Speak Freely 

Queen of the Round Up . . . 
The Fighting Ranger No. 5 

Kicked About 

The Outlaw 

The Fighting Ranger No. 6 

Gridiron Gertie 

The Pronto Kid 

The Fighting Ranger No. 7. 

Married Neighbors 

Beauty and the Bandit . — 
The Fightine Ranger No. 8. 

Plentv of Nerve 

The Ropin' Venus 

The Lucky Accident 

The Fighting Ranger No. 9. 

A Rough Party 

The Knockout Man 

Discord in "A" Flat 

The Fighting Ranger No. 10 
Just in Time 



Subject Length LReleased 

Western 2000 May 11 

Serial 2000 May 11 

Century 2000 May 13 

Mustang Western 2000 May 16 

Adventure Picture 2000 May 18 

Arthur Lake 1000 May 18 

Jack Daugherty 2000 May 18 

Centurv Comedy 2000 May 20 

Edmond Cobb 2000 May 23 

Serial 2000 May 25 

"The Gumps" 2000 May 25 

Century WOO May 27 

Mustang 2000 May 30 

lack Daugherty 2000 Jun. 1 

Edna Marian 2000 Jun. 3 

losie Sedgwick 2000 Jun. 6 

Jack Daugherty 2000 June 8 

Eddie Gordon 2000 June 10 

lack Perrin 2000 June 13 

Serial 2000 Jun. 15 

Century Comedy 2000 Jun. 17 

Mustang Western 2000 Jun.20 

Serial '000 Jun 21 

Century 2000 Jun 24 

VUistang 2000 Jun 27 

Serial '000 Jun 29 

Century 2000 Jul 1 

Mustang 'OOO Jul 4 

Bull's Eye 1000 Jul 6 

Serial 2000 Jul 6 

Century 2000 Jul 8 

Mustang :000 Jul 11 

Bull's Eye 1000 Jul 13 

Serial 2000 Jul 13 

Century 2000 Jul 15 



December 5, 1925 



Page 49 



Production Chart of Short Subjects — Continued 



UNIVERSAL— (Continued) 



UNIVERSAL (Continued) 

The Battle of Wits 

The Milky Way 

The Fighting Ranger No. .11 

The Polo Kid 

Captured Alive 

The Green Horn 

The Fighting Ranger No. 12 

Alter a Reputation 

Raiders of the North 

The Fighting Schoolmarm . 

The Green Horn 

After a Reputation 

Raiders of the North 

His New Suit 

Paging a Wife 

The Best Man 

Speak Easy 

Won by Law 

Stand Up and Fight 

The Party 

Crying for Love 

Dynamite's Daughter 

Pleasure Bent 

Stranded 

The Fight Within 

Westward Ho 

Officer 13 

Tricked 

One Wild Night 

Too Much Mother-in-Law . . 

Taking Chances 

Green Eyed Monster 

Educating Buster 

The Raid 

By the Sea 

Cupid's Victory 

Just Cowboys 

The Cat's Whiskers 

Uncle Tom's Ga! 

The Gold Trap 

M.iHdled Up 

Piping Hot 

T be Road from Latigo .... 

Winning Pair 

Absent Minded 

Rnster Be Good 

Winds of Fate 

The Rock of Revenge 

The Rescue 

The Fatal Card 

Shootin' Wild 

Half Fare 

No Greater Love 



Subject 

Mustang 

Bull's Eye 

Serial 

Century 

Mustang 

Bull's Eye 

Serial 

Century 

Mustang 

Mustang-Josie Sedgwick . . 

Bulls Eye-Charles Puffy . 

Century- Edna Marian 

Mustang-George Larkin . . 

Bulls Eye-Arthur Lake 

Century-Al Alt 

Mustang-Josie Sedgwick . . 
Bulls Eye-Charles Puffy . . 
Century-Wanda Wiley .... 

Mustang-Jack Perrin 

Bulls Bye-Arthur Lake 

Century-Eddie Gordon ... 
Mustang-Josie Sedgwick . . 
Bulls Eye-Charles Puffy .. 
Century-Edna Marian .... 
Mustang-George Larkin . . 
BJue-Bird-Charles Puffy .. 
Century- Eddje Gordon ... 

Mustang-Edmund Cobb 

Bluebird-Neely Edwards . . 
Century-Const. Darling ... 
Mustang- Fred Humes .... 
Bluebird-Arthur Lake .... 
Century-Trimble & Dog . . . 
Mustang-Edmund Cobb ... 
Bluebird-Charles Puffy . . . 

Century-Wanda Wiley 

Mustane-Ben Corbett 

BlueBird-Neely Edwards . 
Century-Ddna Marian .... 

Mustang- Fred Humes 

Bluebird-Charles Puffy ... 

Century-Al Alt 

Mustang-Edmund Cobb ... 

Century-Wanda Wiley 

Rbiebird-Neelv Edwards .. 
Century-Tpmblo & Dog . . 
Perils of the Wild No. 8. 
Perils of the WMd No. 9. 
Perils of the Wild No. 10 
Ace of Shades No. 1 .... 
Mustane-Corb^tt-Holmes . . 
Blue Bird-Arthur Lake . . . 
Ace of Spades No. 2 



Length Released 

2000 Jul 18 

1000 Jul 20 

2000 Jul 20 

2000 Jul 22 

>000 Jul 25 

1000 Aug 3 

2000 Aug 3 

2000 Aug 5 

2000 Aug 8 

2 reels... Aug 1 

1 reel.... Aug 3 

2 reels... Aug 5 
2 reels... Aug 8 

1 reel Aug 10 

2 reels. . .Aug 12 
2 reels. . .Aug 15 

1 reel. . . .Aug 17 

2 reels. . .Aug 19 
2 reels. . .Aug 22 

1 reel Aug 24 

2 reels. . .Aug 26 
2 reels. . .Aug 29 

1 reel Aug 31 

2 reels. . .Sept. 2 
2 reels. . .Sept. 5 

1 reel Sept 7 

2 reels... Sept. 9 
2 reels... Sept 12 

1 reel Sept. 14 

2 reels. . .Sept 16 
2 reels. . .Sept 19 

1 reel Sept 21 

2 reels. ..Sept 23 
2 reels. . .Sept 26 

1 reel Sept 28 

2 reels. . .Sept 30 
2 reels. . .Oct. 3 

1 reel Oct. 5 

2 reels... Oct 7 
2 reels. . .Oct 10 

1 reel Oct 12 

2 reels. ..Oct 14 
2 reels. . .Oct 17 

1 reel Oct 19 

2 reels. . .Oct 21 
2 reels. . .Oct 28 

2 reels Oct. 5 

2 re«is Oct. 12 

2 reels Oct. 19 

2 reels Oct. 19 

2 reels Oct. 24 

1 reel Oct. ?R 

2 reels Oct. 26 



The Boundary Line 

Back to Nature 

Whirling Waters 

Nursery Troubles 

Rustlers of Boulder Canyon 

Jiminy Crickets 

Fires of Sacrifice 

A Taxi War 

Thundering Hoofs 

A Free Ride 

A Speedy Marriage 

Kick Me Again 

Flung From the Sky 

Red Riding Hood 

Oh Buster 

Andy's Lion Tale 

Chester's Donkey Party . . . 

Dynamited 

Beware of Relatives 

The Trail of Terror 

Scandal Hunters 

Breakin' Loose 

The Understudy 

The Lariat of Death 

Eighteen Carat 

The Rider of the Pass .... 



Mustang-Fred Humes 2 

Blue Bird-Charles Puffy ... 1 

Ace of Spades No. 3 2 

Century-Edna Marian 2 

Mustang- Edmund Cobb ....2 

Blue Bird- Edwards 1 

Ace of Spades No. 4 2 

Century-Eddie Gordon .... 2 

Ace of Spades No. 5 2 

Blue Bird-Lake 1 

Century-Wanda Wiley 2 

Blue Bird-Puffy 1 

Ace of Spades No. 6 2 

Special Century — Baby Peg- 
gy-Peter the Great 2 

Buster Brown-Art. Trimble. 2 

Gumps Series 2 

Gumps Series 2 

Gumps Series 2 

Blue Bird-Neely Edwards . . 1 

Ace of Spades No. 7 2 

Century-Al Alt 2 

Mustang-Corbett-Holmes ... 2 
Blue Bird-Arthur Lake .... 1 

Ace of Spades No. 8 2 

Century-Edna Marian 2 

Mustang-Fred Himes 2 



SERING D. WILSON 



Title 

The Goldfish's Pajamas ... 

In a Cottage Garden 

The World in Color 

Thundering w"aters 

A Floral Feast 

Divertisement 

Wonder Book 

Wonder Book 

Wonder Book 

Nero's Jazz Band 

Why Sitting Bull Stood Up 
Columbus Discovers Whirm 
Balboa Discovers Hollywood 

Rip Without a Wink 

The James Boys' Sister ... 
Napoleon Not So Great . . . 
Cleopatra, Her Easy Mark 

Teaser Island 

Crusoe Returns on Friday.. 

Sir Walt and Lizzie 

Kidding Captain Kidd 

Honeymoon Heaven 

Love's Tragedy 

A Ripe Melodrama 

The Flying Elephant 

An Ice Boy 



Kid Noah 


Subject 


Length 




























. 1000 








Volume 1 








Volume 2 








Volume 3 








New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires . 




New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires . 


. 1000 


New Red 


Head 


Satires 


. 1000 


New Red 


Head 


Satires 


. 1000 . . 



reels Oct. 31 

reel Nov. 2 

reels Nov. 2 

reels Nov. 4 

reels Nov. 7 

reel Nov. 9 

reels Nov. 9 

reels Nov. 11 

reels Nov. 16 

reel Nov. 16 

reels Nov. 16 

reel Nov. 23 

reels Nov. 23 

reels ....Nov. 21 

reels Nov. 25 

reels ....Oct. 26 

reels ....Nov. 16 

reels Nov. 30 

reel Nov. 30 

reels Nov. 30 

reels Nov. 3u 

reels Nov. 30 

reel Dec. 6 

reels Dec. 6 

reels Dec. 9 

reels Dec 12 



Released 



Karlo 
Karlo 



Kolor Komics 1000 

Kolor Komics 1000 



Karlo Kolor Komics 1000 



Ebony 
Ebony 



Comedies 1000 

Comedies 1000 



A GREAT NEWSPAPER 

Requires 
A GREAT ORGANIZATION 



Exhibitors DAILY REVIEW. 
45 West 45th St., New York. 

Put me down for a Year's Subscription to Exhibitors 
DAILY REVIEW ($5) and mail your bill. 

Name 

Address 

Theatre or Company 



"Y"OU can't take a few people, a typewriter 
and some printing machinery and turn 
out a Great Newspaper. 

News is one of the most elusive things in 
the world. It crops up where and when you 
least expect it. 

If you are going to run a newspaper, you 
must be where the news is when it happens. 

That takes organization. 

Exhibitors DAILY REVIEW has the or- 
ganization, the resources, to cover motion 
picture news throughout America and 
Europe. 

One of the reasons why it is a Great News- 
paper. 



Page 50 



Exhibitors Trade Review 



Classified Opportunities 

Rate 2 Cents a Word — Cash With Copy 




88 



1§ 
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Knickerbocker 

120-128 West 45th St. 

/us/ £as/ of Broadway, 
Times Square 

New York's Newest Hotel 

A location unsur- 
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onds to all leading 
shops and theatres. 
Away from the 
noise and bustle 
and still conven- 
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Between Grand 
Central and Penn- 
sylvania Terminals. 

RATES 

$3 to $5 per Day 

400 Rooms — 400 Baths 




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SHIPPED SAME DAY ORDER IS RECEIVED 
Guaranteed Service — Good Work — Popula 
Prices — Send for Trial Order. 



FILMACIC COMPANY 

736 S.WABASH AVE. CHICAGO 



viii n 

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For Sale 



WONDERFUL BARGAIN NEW DOUBLE 

spring Sept movie camera, press button, make your 
own movies. F. 3.5 lenses, leather case and 6 
magazines, worth $150, only $37.50, guaranteed, 
standard size film; negative for it 2l4c foot. RAY, 
296 5th Ave., New York. 

EIGHT HUNDRED UPHOLSTERED OPERA 
CHAIRS made on contract. Seven hundred yards 
of battleship cork carpet and linoleum. All new 
goods, government standards, for theatres, etc. One 
exhaust fan and three ampmeters. 1200 5-ply ve- 
neer seats and "backs made to fit any chair ; all new. 
One large asbestos drop with rigging. Thirty new 
high grade folding chairs, dropped factory patterns ; 
some cost as high as $5 each, offered from $1.50 to 
$2.50. Redington Co., Scranton, Pa. 

VENEER SEATS and backs. 1200 for any size 
chair, never used. Will fit to suit. Redington Co., 
Scranton, Pa 1 . 

USED SCENERY BARGAINS— For sale and rent 
State sizes wanted. KINGSLEY STUDIO, Alton, 
111. 

MOTION PICTURE SUPPLIES — December Pre- 
Inventor> Sale of used Motion Picture Machines, 
Theatre Supplies, Frames, etc. Send for bargain 
list. ERKER BROS. OPTICAL CO., 608 Olive 
St., St. Louis, Mo. 

ATTRACTIVE ELECTRIC SIGN reading "Vic- 
toria Theatre," very cheap. C. G. Demel, 845 South 
State Street, Chicago. 

THOUSANDS OF DOLLARS are saved by ex- 
hibitors yearly by buying their machines and organs 
from us. Motiographs $165.00, two for $290.00. 
Simplex $265.00, two for $485.00. Automatic Organ 
Players, as low as $425.00. Satisfaction guaranteed. 
18 years experience has taught us how. WESTERN 
FEATURE FILMS, 730 S. Wabash Ave., ■ Chi- 
cago, 111. 

LET'S SWAP Film Value for Value. Have 40 
Reels. John Rudolph, Diggins, Mo. 

MOTIOGRAPH. motor driven, rheostat, rewinder 
five reels. $75.00. Lane, 1311 8th St., N. W., 
Canton, Ohio. 

MARCHANT CALCULATING MACHINE— A-l 
condition ; late model. Don't miss this chance to 
get a real machine for $75.00. Box M. O., Exhib- 
itors Trade Review, New York City. 

FOR SALE— UNDERWOOD TYPEWRITER. 

16-inch Carriage, perfect condition. Can be used 
for Billing and Making Out Reports. Price $60. 
Box H. S., Exhibitors Trade Review, New York 
City. 



At Liberty 

AT LIBERTY — Experienced Operator, strictly re- 
liable, five years' experience on Powers and Sim- 
plex. Can give references. Please state full par- 
ticulars. Clarence' M. Anderson, 614 So. Bartlett 
St., Canton, So. Dak. 



For Rent 

MOTION PICTURE and "Still" Cameras rented, 
sold and exchanged. Portable lights for sale and 
for rent. Keep us advised of your wants. Ruby 
Camera Exchange, 727 Seventh Ave., New York. 



% NEIL 

HOUSE. 



e newest, 
finest and most 
' conveniently situated 
hotel in 
COLUMBUS 
OHIO 



OPEN AFTER 
AUGUST I'j'm'j 
.FREDERICK W.BERGMAN 

Alanaipny Daector 



Local Films 



MOTION PICTURES made to order. Commercial, 
Home or Industrial. We have excellent facilities, 
and the best cameramen. Our price 20c per foot. 

Ruby Film Company, 727 Seventh Avenue, N. Y. 

TITLES, presentation trailers, local movies, com- 
petent cameramen. Best service. Rector Advertis- 
ing Service, Marshall, Illinois. 



Wanted 



CHINESE FILMS WANTED. 

Box 1439 Honolulu. 



Creart Studios, 



SALESMEN selling one of the most attractive 11x14 
Poster Electric Display Signs to moving picture 
theatres. Must be able to organize and manage sales 
force. Have also five other real business propositions. 
All patented. Adolf Himmelsbach, 4208 Boulevard, 
Edgemere, Long Island. 

WANTED— "Ten Nights in a Bar Room." Ad- 
dress, CINEMA, Box 164, Station N, Montreal. 

WANTED— GRAFLEX CAMERA, 5x7 or 4x5, 
with or without lens, or can use English Reflex. 
Must be in good working condition. State price. 
Address, Graflex, Exhibitors Trade Review. 




CINEMA 

The Motion Picture Review 
of the Orient 

Manager: E. ATHANASSOPOULO 
Editor-in-Chief 
JACQUES COHEN-TOUSSIEH 

"CINEMA" is the only picture publication 
circulating throughout the Orient. 

Address: 

•CINEMA," 8 RUE de L'EGLISE DEBANE 
ALEXANDRIA, EGYPT 




Mailing Lists 

Will help you increase Bale* 
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You know in advance 



Pictures orinted on Eastman Positive 
Film carry the photographic quality of 
the negative through to the screen. 

It takes but a moment to check up 
-a glance in the margin tells the story. 
When you see the black-lettered identi- 
fication "Eastman" "Kodak" you know in 

advance that the picture will screen with 
the brilliancy your audiences expect. 



EASTMAN KODAK COMPANY 



ROCHESTER, NEW YORK 



MacK Sennett Comedies 



Tbvo Heels 



They all liHs *o latxgh; tvhy not let 'em? 

Laughter means dollars to you, IF you show 
MacK Sennett Comedies and Ad-Vertise them* 



The Two Reel Comedy is just as important to you as 
any picture you can put upon your program. 

Any exhibitor who fails to realize this (act; any 
exhibitor who realizes the fact and fails to take advan- 
tage of the "draw" which the best two reel comedies 
will give him, is not making all the money he can. 

It's hard to get feature dramas that will please all 
or even a majority of your patrons; but a two reel 
Mack Sennett comedy will deliver for you week in and 
week out, please all your patrons, and bring you extra 
money — IF you tell them about it. 

Advertise Them 



Pafheco medy 



mm 



TRADE 




Exhibitors DAILY REVIEW Section, Page 6 



I 



EXHIBITORS 

Oracle RE VI E W 

9he Business Paper of the Motion ftcture Industry 




«=. 12, 1925 National Tie-Up Section, Page 17 



Price 20 Cents 




^ Exhibitors 
Organists and, 

the Entire 
3VIoi)infl Picture 
Industry 






MAGNIFICENT 




A UNIVERSAL/ PRODUCTION 



Published weekly by Exhibitors Review Publishing Corporation at 34 North Crystal Street, East Stroudsburg, Pa. Edftorial Offices, 45 Wert 45th Strait 
New York City. Subscription $2.00 a year. Entered as second-class matter Aug. 5, 1922, at postoffice at East Stroudsburg. Pa., under act oL-Msrcja_^_l«Zg^ 



THE A TRE 



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NE of the outstanding fea- 



tures of the Annual Num- 



ber of EXHIBITORS 
TRADE REVIEW-ready on De- 



cember 26th— will be the thorough 
and detailed handling of the var- 
ious problems of modern theatre 
construction and maintenance. 

This past year has forcibly 
brought out the fact that the phys- 
ical handling of a theatre is of 
prime importance. Ventilation 
in the summer, and heating in 
the winter have as much to do 
with box office returns as your 
audiences 9 opinions of the calibre 
of the pictures you show. 

Gross profits on pictures are 




often of less material import 
than the overhead entailed by 
your music or your projection 
room. Many theatres, ostensibly 
on the right side of the ledger 
throughout the year, learn, too 
late to take any remedial re- 
course, that unnecessary and 
wasteful expenditures on inef- 
fective prologue presentations 
have eaten big holes into the 

year 9 s profits. 

mm mm ' mm 

These are some of the problems 
that will be treated in a compre- 
hensive and authoritative manner 
by men who know whereof they 
talk. Leaders in their respective 
fields— of pro jection, of presen ta- 
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tenance in general— these men are 
the contributors for the annual 
number of Exhibitors Trade Re- 
view. * 

*See page 13 for announcement coupon. 




This fine leatherette EXHIBITORS 
Date Book Free to all exhibitors 
whether they book F. B. O. product 
or not. Your simple request using 
the coupon below, filled out, 
signed and sent in will bring 
you one of these books, as 
a little Xmas remem- 
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Exact pocket size. 
The most complete 
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Offices 
Dept. 18, 1560 

Broadway, 
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(■(uiiiiiiiiiiiiiiiiitiiiiiiiitiiiiiisiuiiffiiaiaaifraafigifieiK 

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I woud like to have a copy. 

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inilliiiillllliiliililliiliKillliiimiiiiiiiiiiiiiaiiitiiiiiiiiiiii 



December 12, 1925 



EXHIBITORS 

CTmde REVIEW 

9&e Business fhper of the Motion lecture Industry 



WILLARD C. HOWE, Editor 

Michael L. Simmons Staff Editor 

Henry A. Linet Exploitation Editor 

GEO. C. WILLIAMS 
President 

James A. Cron Advertising Manager 

Herman J. Schleier Business Manager 

Larry S. Harris Equipment Manager 



Vol. 19 



December 12, 1925 



No. 4 



CONTENTS 



PICTORIAL REVIEW 

"The Demon" _ _ 14 

Laugh Month 34 

HIGHLIGHTS IN THE NEWS 

Stanley Expands _ 9 

New One for Universal 9 

Wampas Stars 9 

$2,000 Exploitation Contest 10 

Proof Wanted _ 10 

Christmas Show _ _ 11 

Biggest Theatre _ _ 12 

REGULAR DEPARTMENTS 

Editorial : 7 

News in Review - 8 

Daily News Section 9 

Production Highlights 13 

Box Office Reviews _ 15 

National Tie-Up Section 18 

Short Feature Reviews _ 33 

Production Charts _ '. 37 



Copyright 1925 by Exhibitors Review Publishing Corporation 

Geo. C. Williams, President; Willard C. Howe, Vice President; F. Meysra, 
Treasurer. Executive and Editorial offices: Hearn Building, 45 West horty- 
fltth street, New York. Telephone, Bryant 6160. Address all communi- 
cations to Executive Offices. Published weekly at 34 North Crystal Street, 
East Stroudsburg, Pa., by Exhibitors Review Publishing Corporation. 
Member Audit Bureau of Circulations. Subscription Rates: Postage paid 
per year, United States, $2; Canada* $3; Foreign, $6; single copies, 20 
cents. Remit by check, money order, currency or postage. 



Page 5 



Get 
ready 

for 
another 

Big 
Metro 
Goldwyn 
Mayer 



money-winner 





and 



SALLY 
IRENE 
MARY 




Edmund Goulding's 

production of the 
Broadway play of 
chorus girl life 



it can't come . 
r soon enough] 




»2000.00 Cash. Prizes for Showmanship' 

Special Free Accessories ! 
Biff Pictures for a Bir Business Month! 

and the news o£ FirstFationals — £ 
record breaKjn$r line-up fer x ' c 



. ft" 




P/ay TheseAVinners From First National's Winner Group 



Richard Bart 
Suppose."/ 

"Joanna, "tn 

"Too Much 
Stone an 

Leon Errol 





"Just 

spaper Serial Hit 

with fcewis 
pa 0- Nilsson. 

Dorothy Gish in 
"Clothes Make the Pirate." "r 

Corinne Griffith in "Classified " 

"The Darkl Angel," George Fitz- 
maurice Production. 



"Memory Lane," John M. Stahl 
Production. 

Norma, Talraadge in "GraUstark." 

Richard Barthelmess in "The Beau- 
tiful City." 

Johnny Hines in "The Live Wire." 

"The Scarlet Saint," with Lloyd 
Hughes and Mary Astor. 

"Why Women Love," with Blanche 
I Sweet. 

''TheNewCommandment/'Robert 
Kane Production. 



"Bluebeard's Seven Wives," with 

Blanche Swe%* Lois Wilson, and 

Bert Lyon. 
Colleen Moore in "We Moderns. 
Corinne Griffit^irj "Infatuation." 
Milton Sills in "The Unguarded 

Hour," with Doris Kenyon. 
Richard Barthelmess in "Shore 

Leave." 

Frank LloydV'The Splendid Road." 
"The Girl from Montmartre." with 
Lewis Stone and Barbara LaMarr. 



"What Fools Men" with Lewis Stone. 

And 2 Stupendous Specials: "The Lost World" and "Winds of Chance" 



mm 



^© CI B688585 



EXHIBITORS 

CMe REVIEW 

( 

9he dusiness Paper of the Motion ficturt Industry 

Editorial 



AS THE END of the year approaches, it is in 
order to devote a little thought to the results 
of the year's effort, particularly to determine 
what particular kinds of product and what partic- 
ular pictures have been most profitable. 

If there is one outstanding possibility for im- 
provement in methods during 1926, it takes the 
form of more careful buying. 

Exhibitors who are reasonably wise in most 
of the ways of this business and others generally 
admit that they are too often ganged into buying 
product against their own judgment. 

It is commonly admitted, too, that flashy an- 
nouncements and sales drives continue to over- 
balance the lessons of experience and that a host of 
Exhibitors fall for glittering promises, despite the 
fact that the makers in many instances are more 
distinguished for their failure than their perform- 
ance of similar promises in the past. 

Every progressive theatre owner knows the 
value of good pictures. Every progressive theatre 
owner wants good pictures. Every progressive 
theatre owner knows that good pictures — as long 
as they can be bought within reason — are the very 
basis of profit. 

But the Exhibitor is yet to be found who will 
say that he has earned a profit on broken prom- 
ises^ — on pictures sold to him as quality product 
and shown by him with apology. 

In considering what may be expected for 1926 
from any distributing organization, the experience 
of 1925 is one of the most helpful aids. The pic- 
tures will not be the same, but the policies of the 
organizations supplying them Avill go on pretty 
much unchanged. 

So, with a couple of weeks remaining in 1925, 
a little time spent in weighing and valuating the 
experience of the year may contribute very liber- 
ally to a clearer outlook for 1926 — may contribute 
liberally to the building of a more successful buy- 
ing policy for the next twelve months. 

First of all, it is timely to give some thought 
to Short Product. January is to be "Laugh 
Month." Have you been giving short features a 
fair break, enabling them to do their part in fill- 



ing your theatre? It is a matter of record that 
many Exhibitors persist in viewing this class of 
product as filler material, refusing to give it the 
prominence in advertising and publicity that will 
really test its drawing power. To the Exhibitor 
who has been so inclined, January offers a fair 
opportunity to put prejudice aside and really try 
the merits of good comedies as builders of at- 
tendance. 

Then, it is quite in order to go over the rec- 
ords of the various blocks of feature pictures 
played during 1925, to see exactly how perform- 
ance checked up with advance promises. The 
conclusions you may draw from an analysis of this 
sort will form a fairly dependable guide for next 
year. 

If a distributor promised good pictures and de- 
livered good pictures, on which you have made 
money, that distributor is entitled to credit for 
keeping faith and ought to have appropriate con- 
sideration next year. 

On the other hand, if a distributor handed you 
a collection of glittering generalities and superla- 
tives and delivered you a lot of indifferent product, 
the obvious course for 1926 is to keep off — not 
to fall for the same line of bunk again. 

This is merely a matter of capitalizing Experi- 
ence. And there's one mighty good thing about 
Experience — you don't have to take anybody's 
word for it. You know. 

There are some Exhibitors, here and there, who 
are no longer free agents in buying, because the 
allocation of product has tied their hands. But 
the vast majority are still free to shape their own 
booking policies, to go where they feel they can be 
surest of getting film that will show a product. 

To such, there can be no more profitable em- 
ployment between now and December 31 than a 
conscientious study of the Results of 1925. Put 
them down on paper and they will yield sizable 
dividends during 1926. 



Page 8 



Exhibitors Trade Review 









1 he Week s iNe 


ws in r 


review 



MONDAY, DECEMBER 7 

Columbus, Ohio. — More than 500 Ohio ex- 
hibitors meet for the fifth annual convention 
of the M. P. T. O. of Ohio, seating for a 
three-day session. Nominations for the new 
executive committee and other important bus- 
iness will be taken up. 

New York. — Sidney Olcott has signed a 
contract to produce one picture for the Dis- 
tinctive Pictures Corporation. He obtained a 
release of contract from Famous Players- 
Lasky. 

Washington. — With the publication of the 
proposed income tax bill, the tax on admis- 
sion to motion picture houses seems likely 
to remain. 

New York.— Frederick Wynne-Jones, rep- 
resentative of the Ufa organization, sailed 
for Germany. 

New York. — Barren Lewis, of the Warner 
publicity department, is to remain with that 
organization. 

New York. — International Newsree) Cor- ' 
poration announced exclusive rights in the 
United States for motion pictures of the 
Locarno Treaty. The pictures are now on 
their way to America. 

TUESDAY, DECEMBER 8 

New York. — Joseph Seider, business man- 
ager of the M. P. T. O. A., protests the 
affiliation of the Buffalo-Albany zones of the 
New York M. P. T. O. with the Motion Pic- 
ture Producers and Distributors of America, 
following Hays' warm reply to the Buffalo- 
Albany exhibitors. 

New York. — Arrow Pictures Corporation, 
through its president, W. E. Shallenberger. 
has put "Red" Grange under contract, which 
calls for a picture production next March. 
No figures of Grange's salary was an- 
nounced. 

New York — .Harry M. Warner left New 
York for Los Angeles to arrange the com- 
pany's 1926-27 production schedule. He ex- 
pects to be back in early January with next 
year's program. 

New York. — Nat Dyches, publicity man 
for Sam Rork, left for the Coast. 

New York.- — J. Charles Davis, 2nd, presi- 
dent of Davis Distributing Division, has re- 
turned from Hollywood. 

New York. — Dallas Fitzgerald has gone 
to the Coast to start on his next production, 
having brought here a print of "My Lady of 
Whims," his latest work. 



JUST IN TIME 
FOB 



New York. — Hiram Abrams, president of 
the United Artists Corporation, is back again 
at his New York office, following the shelv- 
ing of the proposed M-G-M and United Ar- 
tists merger. 

WEDNESDAY, DECEMBER 9 

New York. — Continuing to decry the affili- 
ation plans of the Albany-Buffalo zones of 
the New York exhibitors' organization with 
the M. P. P. D. A., Joseph Seider, business 
manager of the M. P. T. O. A, declared that 
"there can be co-operation, but no affiliation 
with Hays. Charles O'Reilly, president of 
the Theatre Owners' Chamber of Commerce 
of New York, opposes the proposed affilia- 
tion also. 

New York. — George Morris, formerly pub- 
licity man for Warner Brothers, has left 
that organization to join F. J. Kaufman, as 
associate, on the Evening Mail and Tele- 
gram. At the same time Warner Brothers 
deny a report that Meyer Lesser has left 
them. 

Columbus, Ohio. — Announcement was 
made that Woodhull would introduce a reso- 
lution before the convened Ohio movie men 
to "purge the industry of press agents who 
place dollars and cents before artistry." 

Columbus, Ohio. — Settlement reached in 
the dispute between the Columbus and Cleve- 
land groups as to the manner of electing a 
new president for the Ohio M. P. T. O. 

New York. — -An exploitation contest in- 
volving prizes totalling $2,000 announced as a 
big feature for First National Month, Jan- 
uary, by First National Pictures Corpora- 
tion. 

Hollywood, Calif. — Staff of well known 
directors here has been signed by Universal 
Pictures to make the "White List" of 54 
pictures for the 1926 program. 

New York. — Samuel Spring, chairman of 
the sales cabinet of First National Pictures, 
with Ned Dipnet, sales manager of the 
Southern territory, arrived in New York 
from tour today. 

Rome, Italy. — Dispatches report that a boy- 
cott of Rudolph Valentino films has been 
started because of the star's action to become 
an American citizen. 

THURSDAY, DECEMBER 10 

Columbus, Ohio. — Elections of the Ohio 
M. P. T. O. give these results: Wm. M. 
James, Columbus, president ; J. J. Harv/ood, 
Cleveland, vice-president at large ; H. T. 




HauchMonth 

THE BIGGEST, NEWEST COMEDY SUCCESSES 

BUSTERBRoWN 

Comedies/ ^ 



With Buster Brown, Mary Jan*, and faithful, funny, old Tig*. 
Twelve of them — -two reels each. Based on the immortal cartoons 
by R. F. Outeauln 



SEE YOUR UNIVERSAL EXCHANGE 



Palmer, Fairport Harbor, first vice-president ; 
J. A. Ackerhan, Cincinnati, second vice- 
president ; Henry Bieberson, Jr., Delaware, 
third vice-president ; Sam Lind, Zanesville, 
treasurer; George Fenberg, Newark, secre- 
tary ; P J. Wood, Columbus, business man- 
ager; Executive Committee: all officers, F. 
A. Kelly, Massilon; M. B. Horiwitz, Cleve- 
land; A. C. Himmelein, Sandusky; John 
Schwalm, Hamilton ; J. A. Damm, Wads- 
worth ; C. W. Miller, Youngstown. 

London, Eng. — Exclusive American rights 
to Locarno Treaty Pictures obtained by In- 
ternational Newsreel Corporation, start in- 
ternational complications in industry. 

New York. — Mrs. Rudolph Valentino has 
been starred by F. B. O. in "When Love 
Grows Cold" production. 

New York. — Verne Porter has been ap- 
pointed editor-in-chief of the editorial de- 
partment of Paramount. 

Atlanta, Ga. — Convention of executives 
of the theatre department of Famous-Play- 
ers-Lasky ended today. 

New York. — Gene "Fatty" Laymon, come- 
dian, is co-starred with Charles Dorety in 
twelve two-reel comedies being produced by 
the Laymon Corporation. 

New York. — Universal's 1926-27 produc- 
tions will be known as the Golden Rule list, 
it was announced at the home office. 

London, Eng. — Carl Laemmle and party 
arrived today to continue to Berlin, via. 
Paris, to conclude Ufa-Universal trans- 
action. On S. S. Majestic, also arrived today, 
was Sidney R. Kent, general manager of 
Famous Players-Lasky. 

New York. — Joe Brandt and Harry Cohn 
report from abroad that plans for the pro- 
duction of Columbia Pictures in Europe are 
under way. 

FRIDAY, DECEMBER 11 

New York, N. Y— Brooklyn M. P. T. O. 
hold annual meeting, nominate officers, 
choose E. Zerner, new business manager and 
go on record against affiliation of Up-state 
Exhibitor Body with Hays organization. 

Chicago, 111. — Exhibitors protest the high 
rentals demanded by distributors of Harold 
Lloyd pictures, claiming that exhibitors have 
been largely instrumental for his tremend- 
ous popularity. 

New York, N. Y. — The First National 
Pictures, Inc., through Richard Rowland, 
Gen. Mgr., announces the inauguration of the 
Unit System of production at its studio in 
N. Y. Earl Hudson to manage four units; 
Al Rockett, four, and Ray Rockett to become 
business manager of the studio. 

New York, N. Y. — The Producers Distrib- 
uting Corporation and the Motion Picture 
Theatre Owners of Ohio established a con- 
tract whereby for sum of $10,000, the M. P. 
T. O. will throw the balance of their good- 
will and play dates open in favor of P. D. C. 

Hollywood, Cal. — Sam Sax, independent 
producer, has signed Lloyd Hamilton. 

New York, N. Y. — Associated Exhibitors 
will release "The Highbinders," starring 
"Bill" Tilden, Tennis Champion. The pic- 
ture was acquired from the Worthy Pictures, 
Inc. 

New York, N. Y.— The Anita Stewart 
Productions of Manhattan have been dis- 
solved at Albany. 

Hollywood, Cal. — Bebe Daniels, Para- 
mount star, will have her own production 
unit from now on. She will make big com- 
edy features. 



December 12, 1925 Page 9 

EXHIBITORS 

DAILY REVIEW 

A Newspaper Devoted to the Motion Picture Industry 



NEW YORK, SATURDAY, DECEMBER 12 



January Is 
Laugh Month 

Universal to Make 'The 
Star Spangled Banner" 

The Universal Pictures Corporation plans 
to make a special feature entitled "The Star 
Spangled Banner," it was announced yester- 
day at the Universal Home office. In the 
main it will be a dramatic screen presenta- 
tion of the colorful incidents which lead up 
to the writing of the American National An- 
them by Francis Scott Key, during the siege 
of Fort McHenry, near Baltimore in 1814. 
The picture will go into production with the 
least possible delay so that it may be ready 
for release before next Independence Day, 
July 4, 1926. 



Sam Sax Signs Hamilton 

Sam Sax, president of Lumas Film Corp., 
has secured the signature of Lloyd Hamilton 
to a contract for a term of years, during 
which time the professional career of this 
well known and popular comedian will be 
under the personal guidance of Mr. Sax. 



Stern Bros. Sign School Girl 

Viola Carleton, a New York school girl 
has been signed by the Stern Brothers, pro- 
ducers of Century Comedies, for comedy 
roles in the two-reelers they make for Uni- 
versal release. Miss Carleton is a newcomer 
to the screen. 



Loew Books "Polar Flight" 

"The Amundsen Polar Flight," the authen- 
tic motion picture log of the Amundsen-Ells- 
worth expedition on the first atempt to reach 
the North Pole by airplane, has been booked 
by the Marcus Loew Circuit for showings in 
eleven Greater New York houses during the 
week of December 14th and 21st. 

This Pathe picture has also been booked 
by the Eastman Theatre in Rochester for 
showing at an early date. 



Haynes Joins P. D. C. 

ST. LOUIS.— Paul Haynes, formerly with 
First National as salesman, has joined the 
Producers Distributing Corporation working 
out of the St. Louis office. 



NEWS REELS FEATURE 
LAUGH MONTH 



The various companies releasing news 
reels have made arrangements for special 
material to be used in boosting January 
as Laugh Month. 

Pathe News editorial department has made 
arrangements to shoot a group of well- 
known cartoonists doing their stuff on 
heads or other drawings suitable for Laugh 
Month. Among those who will be filmed, 
are, George McManus, creator of Jiggs and 
Maggie in "Bringing up Father ;" Billy 
DeBeck, of Barney Google and Spark Plug 
fame ; Russ Westover who makes "Tillie" 
a toiler — sometimes ; Cliff Sterrett, creator 
of "Polly and Her Pals," and Harry Hersh- 
field, Raconteur par excellence — also a car- 
toonist of note who features Abie The Agent 
and Kabibble Kabaret. 

Kinograms through its West Coast rep- 
resentative has arranged to take pictures of 
various comedians doing special stunts ap- 
propos of the season and of Laugh Month. 
So far the following have been lined up 
for the Kinoeram reel. Bobby Vernon, 
Walter Hiers, Harry Langdon, Lloyd Ham- 
ilton, Luplno Lane, Lige Conley, Jimmie 
Adams, Al. St. John, and Johnny Arthur. 
By the time the reel is ready to be shot 
there will be additional names on the list. 



Androit Engaged by P. D. C. 

Lucian Androit, the French cinemato- 
grapher who filmed such pictures as "The 
Thundering Herd," "The Count of Monte 
Christo" and "A Connecticut Yankee in King 
Arthur's Court," has been signed by DeMille 
to photograph Rod La Rocque's next starring 
picture, "Red Dice." 



Johnny-on-the Spot 

When Kansas City newspapers began blar- 
ing forth prominent headline about the an- 
nual Royal Live Stock Show, Samuel Carver, 
manager of the Liberty Theatre, first run 
downtown house, did nothing else except hur- 
riedly book the "Calgary Stampede" and he 
got his share of the stockmen's weekly ex- 
pense account. 

Frank Tours to London 

Frank Tours, for the past five years musi- 
cal director for Sam H. Harris, left for 
London on the Homeric to take up his new 
duties as general manager of the musical de- 
partment of Paramount's English • picture 
theatres. 



"Bluebeard" Opens Strand 

"Bluebeard's Seven Wives," a Robert 
Kane production, opens the New York 
Strand December 27. 



STANLEY COMPANY 
PLANS EXTENSION 

Intends to Increase Capitalization 
from 150,000 Shares to 
1,000,000 



Recapitulation of the Stanley Company of 
America will be voted on at a special meet- 
ing of stockholders on December 16th. Upon 
its approval the management plans an ex- 
change of stock, an allotment of additional 
stock at $48.00 a share and a stock divi- 
dend. 

The recapitalization is to provide for fu- 
ture growth of the company and the stock 
allotment will reimburse the treasury for ex- 
penditures in connection with acquisition of 
properties in Washington and Wilmington 
and other important expansion. Details of 
the plan are contained in a letter from Jules 
E. Mastbaum, president, mailed to stock- 
holders under date of December 9th, which 
began : 

"In the opinion of your directors.^ the 
present capitalization of your company is in- 
adequate to provide for its probable growth 
during the next few years. 

"A notice is enclosed herewith of a special 
meeting of the stockholders of Stanley Com- 
pany of America to be held on the 16th 
{Continued on page 10) 




Page 10 



Exhibitors Trade Review 



BEWARE! 

A communication from Rochester, 
N. Y., reports two brothers, by the 
name of Mandell, to be soliciting 
subscriptions for EXHIBITORS 
TRADE REVIEW. They are offer- 
ing Cameron's Handbook as a pre- 
mium. Neither EXHIBITORS 
TRADE REVIEW nor Exhibitors 
DAILY REVIEW has authorized 
these persons to solicit subscriptions. 



$2,000 In Cash 
To Contest Winner 

First National Exploitation Con- 
test Open to All Exhibitors 



Calendar of Coming Events 



PROOF WANTED 

The business offices of the M. P. T. O. A., 
through the manager, Joe Seider, took action 
on the reports of the $300,000 supposedly 
paid by Dr. Shallenberger, president of Ar- 
row Pictures, to "Red" Grange, the pig-skin 
ice-man. Mr. Seider wrote to the Associ- 
ated Press, requesting it to investigate the 
report, and also a letter to Arrow, asking 
for a definite establishment of the payment. 

* * * 

Los Angeles to Commemorate 

12th Lasky Anniversary 

Commemorating the twelfth anniversary of 
the founding of the Lasky Studio in Holly- 
wood, the Metropolitan Theatre will hold 
"Jesse L. Lasky Night" Monday, as a public 
tribute to the star-making genius who pio- 
neered as a motion picture producer in a 
Vine Street barn and today is the first vice- 
president of Famous Players-Lasky Corpora- 
tion. 

* * * 

Libraries Give Out Book 

Markers on "The Phantom" 

About three weeks before the opening of 
"The Phantom of the Opera" at the Co- 
lonial Theatre in Indianapolis, W. R. Mc- 
Cormack, the Universal exploitation man in 
the Indianapolis Exchange, made a tie-up 
with the Public Library. Each of the 19 
branches as well as the main library gave 
out book markers, advertising the Leroux 
thriller, with every volume taken out. On 
the reverse side of the book mark was a list 
of seven other mystery stories which the 
library could supply its patrons. 



features of First National 
1926, announced by First 
Inc., is an exploitation 
ses substantial rewards for 
ing theatres of all sizes. 

the cash prizes totalling 
whose work is of con- 
will receive recognition 
Roll on which their names 



One of the big 
Month, January, 
National Pictures 
contest that promi 
exhibitors conduct 

In addition to 
$2,000, exhibitors 
spicuous merit 
through an Honor 
will be inscribed. 

The contest is open to all. It is designed 
as an incentive to effective showmanship and 
as a means of bringing recognition to those 
directly responsible for fine achievements in 
this important department of the motion pic- 
ture business. It is believed that scattered 
all over the country are many exhibitors who 
are carrying out original ideas which should 
be brought to the attention of their fellow 
workers in other communities. One essen- 
tial purpose of the contest is to give credit 
where credit is due and to reveal the leading 
showman in the country. 

RULES OF CONTEST 

The contest is open to all exhibitors. 

Cash prizes totalling $2,000 will be given for the 
best campaigns conducted on First National Month, 
January, 1926. 

Theatres will be divided into three classifications: 

1. Theatres of over 1,500 seating capacity. 2. 
Theatres of from 1,000 to 1,499 seating capacity. 
3. Theatres of less than 1,000 seating capacity. 

The following cash awards will be made : 

For the best complete campaign in each classifi- 
cation $250. For the second best campaign in each 
classification $150. For the third best campaign in 
each classification $100. For the best newspaper 
advertisement $50. For the best lobby display $50. 
For the most original stunt $50. 

In addition, one prize of $50 will be awarded for 
the most effective newspaper stunt used by any thea- 
tre in any classification. 

Judges are : William A. Johnston, editor, Motion 
Picture News ; Joseph Dannenberg, editor, Film 
Daily ; Martin J. Quigiey, editor. Exhibitors Herald ; 
Willard C. Howe, editor, Exhibitors Trade Review ; 
William T. Reilly, editor, Moving Picture World ; 
and George E. Bradley, editor, Morning Telegraph. 

All exhibits must be received by the Contest 
Editor, First National Pictures, Inc., 383 Madison 
Avenue, New York City, not later than midnight, 
February 21st, 1926. 

In the event of two or more contributions being 
deemed of equal merit by the judges, the prize tied 
for will be awarded to each entrant. 

The complete campaigns will be judged on the 




Calendar of Coming Events 

Dec. 12. — Loew-Metro Club, dinner-dance. 
Mecca Temple. 

Dec. 17.— M. P. T. O. of N. J., directorate 
meeting. Trenton, N. J. 

Jan. 21. — Sixth annual ball T. O. C. C, 
Hotel Astor, New York. 

Feb. 10.— Brooklyn M. P. T. O., dinner- 
dance, Hotel Bossert. 

* * * 

Wampas Stars Picked 

HOLLYWOOD, Cal.— Dolores del Rio : 
wealthy and beautiful Mexican, who came 
to Hollywood several months ago to bid for 
motion picture fame, has been selected as 
one of the thirteen "baby stars" of 1926. The 
selections, made annually by the Western 
Associates of Motion Picture Advertisers 
commonly known as the Wampas, were an- 
nounced last night. 

Other baby stars for next year are Mary 
Astor, Mary Brian, Joyce Compton, Dolores 
Costello, Joan Crawford, Marceline Day, 
Janet Gaynor, Sally Long, Edna Marian, 
Sally O'Neill, Vera Reynolds and Fay Wray. 



"Crystal Cup" Next for F-N 

"The Crystal Cup," a novel by Gertrude 
Atherton, author of "Black Oxen," will be 
among the stories to be filmed in the near 
future by First National's Eastern produc- 
tion units. Sada Cowan will write the adap- 
tation. 



Third Potash & Perlmutter 

Samuel Goldwyn's third annual "Potash & 
Perlmutter" laugh feature has been com- 
pleted, according to advices from Hollywood, 
and after going through the editing and 
titling processes will be ready for distribu- 
tion through United Artists Corporation. 



basis of the best newspaper advertising, publicity 
stories, stunts, program matter, lobby displays, bally- 
hoos, presentations a-nd their contribution to the 
success of .First National Month. Effectiveness of 
display, originality, attractiveness and ingenuity of 
design, and the showmanship revealed in each effort 
will be the chief considerations in determining the 
best. The judges should receive photos of stunts and 
other data properly captioned, together with a com- 
plete story of the exhibitor's exploitation efforts 
throughout First National Month. 

Announcement of prize-winners will be made in 
the trade papers March 12th, 1926. 



Every Month is 

LAUGH MONTH 

TO ME BUT WATCH MY SPEED IN 

CHARLEY PUFFY 

" Bluebird Comedies . 



Also starring Arthur Lake. One reel each— fifty-two a year. 
More fun packed into one reel than you ordinarily find in three* 



- AT yOUR UNIVERSAL EXCHANCE - 



December 12, 1925 



Page 11 



SEIDMAN'S TAX ADVICE 



By M. L. SEIDMAN 

The subject that we will take up in this 
article is the tax rates and the computation 
of the tax. Before going into it, however, 
it may be best to indicate at the outset that 
there is considerable uncertainty surround- 
ing the question in the light of the fact 
that the tax rates to be applied to 1925 re- 
turns may be drastically changed as com- 
pared with those contained in the present 
law. Just what these changes will be can- 
not of course be said at this time. What 
we must necessarily discuss, therefore, are 
the rates prescribed in the law as it now 
stand. 

What is really more important than the 
rates themselves for our purposes, is the 
specific manner of applying the rates to com- 
pute the tax. That still remains unaffected 
whether or not a new law is passed, and 
hence logically comes up for attention at 
this point in the series. ;: 

The Normal Tax 

Generally speaking, the tax paid by an in- 
dividual is made up of two factors, one 
called the normal tax and the other the sur- 
tax. The normal tax is imposed on the^net 
income after deducting exemptions, and the 
rates of 2% on the first $4,000, 4% on the 
next $4,000, and 6% on the balance. 

To illustrate, suppose a married man with 
no dependents has a net income of $15,000. 
His exemption is therefore $2,500. We just 
mention that the normal tax is based on 
the income after deducting the exemption, 
so that in this particular case the net income 
subject to the normal tax would be $15,000 
less $2,500, or $12,500. The first $4,000 of 
this $12,500 would be subject to a tax of 
2% or $80. The next $4,000 would be sub- 
ject to a tax of 4%, or $160. This would 
absorb $8,000 of the $12,500. The balance 
of $4,500 would be subject to a tax of 6%, 
or $270, making the normal tax the total of 
$80, $160, and $270, or $510. 

That is all there is to the computation of 
the normal tax. It is a perfectly simple 
matter, popular opinion to the contrary not- 
withstanding. Just keep in mind that the 
first $4,000 of net income in excess of ex- 
emption is taxable at 2%, the next $4,000 
at 4%, and the balance at 6%, and you 
have the whole answer. 

THE SURTAX 
The Surtax is a bit more involved than 
the normal tax, but no less easy to com- 
prehend. The surtax is imposed only on, 
net incomes in excess of $10,000. The indi- 
vidual who has a net income below that 
amount has no surtax to pay. He need pay 
only a normal tax. On the other hand, 
whereas for normal tax purposes the rates 
were applied on the net income after ex- 
emption, the surtax is based on the net in- 
come before the exemption. In the case 
supposed, we saw that the normal tax was 
computed on 12,500. The surtax would be 
computed on $15,000, altho, as already men- 
tioned, $10,000 would be exempt from sur- 
tax. 

The surtax rates are graduated some- 
what in the same fashion as the normal 
tax. However, there are many more sur- 
tax graduations, and on larger incomes the 
rates become steeper than in the case of the 
normal tax. The surtax rate on the amount 
of income between $10,000 and $14,000 is 1%. 
On the income between$14,000 and $16,000 
the surtax rate is 2%, rmd on the income 
between $16,000 and $18,000 the surtax rate 
is 3%. The rates then advance more or 
less consistently 1% for each additional 
$2,000 of income, until $100,000 of income 
is reached, altho in some cases the advance 
is 1% for every $4,000 of additional income. 



The income between $96,000 and $100,000 is 
subject to a 36% surtax. The income be- 
tween $100,000 and $200,000 is subject to a 
37% turtax. From $200,000 to $300,000 the 
income is surtaxable at 38%. From 300,- 
000 to $500,000 there is a 39% rate, and the 
amount of income in excess of 500J300 is 
subject to tax at 40%, which is the maxi- 
mum rate. 

Let us work an example involving the 
surtax. Take the very case of the individual 
who had an income of $15,000. His sur- 
tax would be computed as follows : The 
first $10,000 is exempt from surtax. On 
the income between $10,000 and $14,000, or 
$4,000, the surtax rate is 1%, or $40. On 
the income between $14,000 and $16,000, the 
surtax rate is 2%. This taxpayer has $1,000 
of income between $14,000 and $16,000, since 
his total income was $15,000. The tax on 
that $1,000 income would be $20, making 
the total surtax $60. The normal tax, hav- 
ing been found to be $510, this total normal 
and surtax would be $570. 

If the individual's net income were larger, 
the situation would be more involved, solely 
from the point of view that there would be 
more tax rates to apply for each additional 
bracket of income. However, the method 
followed in the application of the rates 
would be exactly as just illustrated. 

In actual practice, it is not necessary to 
go through the computation of the tax in 
each bracket. The income tax blanks have 
a schedule showing the total surtax for 
various round amounts of income, and all 
that has to be done is to compute the sur- 
tax on the difference between the partic- 
ular amount involved and the next smallest 
amount shown on the blank. 

So we see that the computation of the 
income tax is not as frightful as it has been 
pictured to be. As a mater of fact, it is 
just ordinary simple arithmetic. It is true 
that there are other things to consider be- 
sides the normal tax and the surtax, in order 
to arrive at the actual tax due. There is 
what is called the 25% "earned income 
credit" that is applied against the normal 
tax, and the "capital gain tax." Likewise, 
consideration must be given to the income 
subject to tax because not all income is 
subject to both normal and surtax. Divi- 
dends, for example, are surtaxable, but are 
not subject to the normal tax. 

These are all special features that arise 
in the computation of the tax, and that 
will be explained in the articles that follow. 
For our purposes, however, when we have a 
clear idea of the computation of the normal 
and surtax, we have the tax computing 
problem pretty well in hand. 



January Is 
Laugh Month 



CHRISTMAS FREE SHOWS 
FOR CHILDREN 

The Brooklyn Mark Strand Theatre is 
this year giving three special holiday morn- 
ing performances free of any charge to the 
children of New York and Brooklyn. Man- 
aging Director Edward L. Hyman is pre- 
senting these shows in conjunction with 
three newspapers, two of them in Brooklyn 
being the Daily Eagle and the Daily Times, 
and the remaining one in New York being 
the Evening World (Sophie Irene Loeb). 

The first of the free performances will 
be given on the morning of Thursday, De- 
cember 24, and will be in cooperation with 
the Daily Times of Brooklyn. The news- 
paper is handling the distribution of the 
tickets and will supply presents and candy 
for the children. 



JOSEPH M. SCHENCK 
SIGNS JACK PICKFORD 

Joseph M. Schenck has long considered 
Jack Pickford one of the best of the 
younger actors on the screen and as usual 
he has backed his judgment with definite 
action. Word comes from headquarters 
that Jack has put his name to a Schenck 
contract that calls for his services for a 
long time to come, and at a price that 
makes us sure he will only be used in very 
important productions. 



ROXY BENEFICIARY 

FOR $2,000,000 

According to official announcement 
life insurance amounting to $2,000,000, with 
the Roxy Theatres Corporation as benefi- 
ciary, has been taken out by Samuel L. Roth- 
afel, head of the new Roxy Theatre in which 
he is associated with the Messrs. Sawyer and 
Lubin. The policy, which is said to be one 
of the largest ever issued for any theatre 
man, was underwritten by eight companies. 



Mahe your dates for Januarv 

STEP OUT DURING ^ 

LAUGH MONT" 

WANSAWHtf! 



NOW/ 



in CENTURY COMEDIES 



Also starring Edna Marian, Al Alt, Eddie Cordon and Charles 
King -with the Century Follies Girls. Two reels each — one every 
week. 




AT YOUR, UNIVERSAL EXCHANGE 



Page 12 



Exhibitors Trade Review 



PITTSBURGH THEATRE 
to be WORLD'S BIGGEST 

Work will be started May 1st on one 
of the finest theatre and office building 
structures in the world, when Rowland 
and Clark, operators of an extensive chain 
of high grade theatres in Western Penn- 
sylvania, will break ground for their new 
downtown theatre. 

These progressive theatre owners have 
just acquired by purchase the entire block 
at Liberty Avenue, Seventh Street and 
Penn Avenue, a portion of which at 
Seventh and Penn will be used for a nine- 
story office building and theatre. The 
property takes in the Y. M. C. A. holdings 
60x240 feet at Seventh and Penn, the Ross 
estate 30x120 feet, the Kaufman estate 50x 
120 feet, the Buhl property 40x120 feet, on 
Penn Avenue. The site was acquired at a 

total cost of $3,000,0.00. 

* # * 

Grand and Jefferson 

Bought UP by Chain 

Birmingham, Ala. — The Grand and Jef- 
ferson Theatres of Huntsville, Ala., have 
been bought by a chain operating theatres 
in cities throughout the South. M. A. 
Lightman is president of the chain. 

* * * 

Eighth for Stern 

Joe Stern has procured land for a thea- 
tre at South Orange Avenue and Halsted 
Street in the Vailsburg Section of Newark. 

The theatre will be a 2,500-seat vaude- 
ville and picture house, costing $500,000 
and is the eighth he now has under con- 
struction. 

* * * 

STANLEY COMPANY PLANS 
EXTENSION 

(Continued from page 9) 
day of December, 1925, to approve a change 
in the capital structure from the authorized 
capital of 100,000 shares, class A, and 50,000 
shares, Class B, to 1,000,000 shares of no 
par value. A proxy for that meeting also 
is enclosed. 

"If this change is approved by the stock- 
holders the holder of Class A or Class B 
stock will receive two shares of the new 
stock for each share now held. The Class 
A and Class B stock certificates indorsed in 
blank with the signatures properly witnessed 
should be deposited with the treasurer of 
Stanley Company of America, 1916 Race 
Street, Philadelphia, or with Edward B. 
Smith & Company, 1411 Chestnut Street, 
Philadelphia, before January 2nd, 1926. 



Theatre Construction 



Sam Jones has opened a New Empire 
Theatre at Altus, Okla. 



The Wigwam Theatre here will be 

opened soon. It has been dark since 

May when Will Winch succeeded W. 
Pasehall. 



Shapiro & Sons of New York are erect- 
ing a new Rivoli Theatre at Dudley 
Street, Roxbury district of Boston. They 
are building another theatre, The Rialto, 
in Reslindale. Construction work is also 
started on the new Morton Theatse in 
Dorchester. 



A theatre is under construction at the 
rear of Park's Block, Westfield, Mass. 



A theatre is to be erected on Merrimack 
Street, Lowell, Mass., by Sam Katze. 



About February 1st a new Bradford 
Theatre in Quincy, Mass., will be erected 
by William Bradford. 

Edward W. Benson of Greenfield, Mass., 
is having plans drawn for a large theatre. 



Wilfred Duffy and Howard Duffy, who 
conduce motion picture theatres in Vinal- 
haven and Kennebunk, Me., are to lease 
and manage the new playhouse to be built 
in connection with the new pier at Old 
Orchard Beach, Maine. 



Oliver Kehrlein has made plans to build 
a theatre on Telegraph Avenue, near 48th 
Street, in the Claremont District, Oakland, 
Calif. 



The Casino Theatre is under construc- 
tion on the main street of Santa Cruz, 
Calif., one-half block from the Unique and 
Santa Cruz Theatres. 



A new theatre is under construction on 
Park Boulevard and Wellington St., in 
Oakland, Cal. 



Will Picket is planning to open a the- 
atre in Maquoketa, Iowa. 

By the Local Order of the Odd Fellows 
a theatre is being planned at Clarion, 
Iowa. 

The new Opera House, Manning, Iowa, 
opened Wednesday replacing the old struc- 
ture destroyed by fire last March. 

UTICA, N. Y. 

Archt : Withheld. Drawing plans on a 
theatre at Genesee St. Owners, withheld, 
care Davis Vernon Co., Davis Vernon bldg. 



HOWELL SALES 

REPORTED 

Sam Ronheimer, new house in Yonkers, 
N. Y., on Broadway, 2000 seat being taken 
over by Matthew Chrys;tmos. Chrystmos 
is the owner of twelve other houses in 
Westchester County. 

Strand Theatre, Jersey City, being taken 
over by Morris Kutunsky. He purchased 
curtain control from Howells Cine. 

Roxy Theatre, world's greatest and big- 
gest house in the United States, has 
awarded their equipment to Joe Hornstein. 

Olympia Theatre, one of Famous Play- 
ers Houses, in Miami, Florida, and one of 
the finest houses in the south will open 
on December 15th. Howells Cine did all 
the booth equipment. 

Roth Bors. New Summit Theatre, open 
December 26th, Howells Cine furnishing 
all the equipment. 

* * * 

To Clear Site for Theatre 

Freeport, L. I., Dec. 7. — Work on the 
proposed new theatre on Merrick road will 
start in the near future, it is assured with 
notice to vacate being given to Dr. W.' H. 
Smith, who occupier the house on the 
property. The house is being demolished 
at the present time. 



Mr. Exhibitor: Ask at the Film Exchanges 
for the 





Thematic Music ^juJ^gj 


1 Cue i.Shee.t' 




V 



It's little to ask lor, bat it's the only 
reliable aid you can give your musicians 
to help put the picture over. ' 




ANDY CUMP 

* COUNT ON ME FOR BIGGER, LONGER, A 
LOUDER LAUGHS DURING /, /L 

LAUGH 

7 ,: mm 


f5l 


HI ifw^ D 

Series of twelve. Two reels each— one every two jpj^**-* 

weeks. A nationwide tie-up with Sidney Smith's 

famous cartoons in 300 daily newspapers with a circulation of 




nearly 17,000,000. J 

■8 y^Bm 


■ 1 


SEE YOUR. UNIVERSAL EXCHANGE / | 



December 12, 1925 



Page 13 



PRODUCTION HIGHLIGHTS 



George Walsh 
and Helen Lee 
Worthing, as the 
Count and Count- 
ess in Chadtvick's 
"The Count of 
Luxemburg" play 
two of the best 
roles they have 
had for many a 
moon. They fit 
in perfectly into 
all the moods re- 
quired. 




ALBERT S. LEVINO, scenario writer, 
finds his indoor work too long and exact- 
ing without taking on some fun outside. 
So he's an ardent golf devotee, and has 
joined a number of local clubs to spend 
his spare time on the links. 

* * * 

CLARENCE BADGER, who made two 
of Raymond Griffith's recent Paramount 
successes, will direct Miss Daniels in 
"Miss Brewster's Millions," assisted by 
Kenneth Hawks as supervising editor. 

* * * 

ROSITA MARATINI, who finely por- 
trayed the French mother role in "The 

Big Parade," has been awarded a com- 
mendatory citation by the Belgian Govern- 
ment for her work in the Belgian Red 
Cross during the World War. 

* * * 

DORIS KENYON, who is finishing 
work with Milton Sills on "Men of 
Steel," will soon be at work on Mis- 
mates," also for First National, which is 
about ready for production. 

* * * 

ALICE DAY, who commands an array 
of youth, sweetness and humor, is to be 
featured in "A Love Sundae," the latest 
of Mack Sennett's two reelers. 

* * * 

MARGUERITE DE LA MOTTE, well 
known favorite, is "only a bootleggers 
daughter"— but this is only in fun at the 
Cecil B. DeMille Studios. She is playing 
in the photo-play "Red Dice," the story 
of which was suggested by that famous 
song. 



GERTRUDE OLMSTEAD, star of 
Metro-Goldwyn Pictures, is billed to play 
in the role of "Renidos" in their new pic- 
ture, "The Torrent." This is one of the 
principal feminine roles in the big Cosmo- 
politan production which Monta Bell is 
directing. 

* * * 



IRVIN WILLAT, who stands unique as 
a director, is proving again that he follows 
the policy of putting the most original 
stuff in his work, and he gets it across. 

* * * 

JOHN BOWERS, who is at present 
playing in "The Danger Girl," has great 
stuff, and it's of the best. His new long 
term contract with Metropolitan Pictures 
is explained by William Sistrom, general 
manager, on account of Bowers' "consis- 
tency of fine performance." 

* * * 

WALTER HIERS, chubby comedian, 
who recently smashed his hand in a studio 
accident, has received more than 75,000 
letters of sympathy over his several weeks 
of confinement. 



MRS. RUDOLPH VALENTINO, who 

is known as Natacha Rambova, likes acci- 
dents, we hope. In completing her new 
picture, an F. B. O. Gold Bond produc- 
tion, she took a big "spill" (on purpose) 
in the filming of the huge automobile col- 
lision on Fifth Avenue, New York. 




WHAT THERE IS TO KNOW 
ABOUT THE ANNUAL NUMBER 
OF EXHIBITORS TRADE RE- 
VIEW 

It will be out on Saturday, De- 
cember 26. 



It will be bigger and better than 
ever. 



It will feature every worthwhile 
subject in the Motion Picture In- 
dustry. 



It is part of the regular subscrip- 
tion to Exhibitors DAILY RE- 
VIEW and Exhibitors Trade Re- 
view — both for $5.00. 



To non-subscribers, $1.00 a copy 



RALPH FISHER, late of the "Flying 
Fishers" of circus fame, has been won over 
for the circus sequence of "The Light 
Eternal," the first American production of 
Benjamin Christianson for Metro-Gold- 
wyn-Mayer. 

* * * 

TULLY MARSHALL, known to us all, 
has been jaunting along the West Coast 
for the past three weeks laying plans for 
the immediate production of a serial fea- 
turing a German police dog. 

* * * 

JOHN GILBERT is a constellation 
with directorial leanings. He has been 
hailed as "the handsomest lover" for his 
romantic portrayal of the American dough- 
boy hero in "The Big Parade." 

* * * 

FRANK STRAYER, with an all-star 
caste at his back, is engaged in directing 
a five reel feature at the Waldorf Studios. 
The title of the story is "The Thrill 
Hunter." 

* * * 

DOROTHY REVIER, starred in a 
series of features, who is under contract 
with Harry Cohn, was loaned to First 
National for an important part in the 
"Far Cry," June Mathis' latest production. 

* * * 



GERTRUDE ASTOR, who is one of 

the highlights of "Stage Struck," does an 
excellent characterization of the small 
time leading lady of the stock company 
which has as its headquarters a houseboat 
travelling down the Ohio River. 



DIANA MILLER and George Melford, 
who, as many know, have signed a joint 
contract with each other, have returned to> 
Hollywood after a ten day honeymoon. 
Melford is soon to start the direction on 
"Shipwrecked," for Metropolitan Pictures, 
while Miss Miller will continue as a free- 
lance artist. 




Page 14 



Exhibitors Trade Review 




December 12, 1925 



Page 15 




SEVEN SINNERS 

Warner Brother Photoplay. Story by 
Louis Milestone and Darryl Francis 
Zanuck- Directed by Louis Milestone. 
Length, 6,927 feet. 

CAST AND SYNOPSIS 

Molly Brian Marie Prevost 

Jerry Winters Qlive Brook 

Handsome Joe Hagney John Patrick 

Scarlet Fever Saunders Charles Conklin 

Pious Joe McDowell Claude Gillingwater 

Mamie McDowell (his wife) .... Mathilde Brundage 

Policeman Fred Kelsey 

Molly Brian and Joe Ha'gney, expert safe riflers, 
are surprised while working on the Vicker's strong 
box, by Jerry Winters. Joe escapes to the cellar 
and Molly is about to escape with the booty when 
both are interrupted by the arrival of the McDowells, 
who pose as guests of the household, but are in 
reality crooks. Molly and Jerry pose as servants. 
Two others turn up, also crooks, all after the Vicker 
jewels. The saintliness of the elderly McDowells 
has a reformative effect on Molly and Jerry, who 
have fallen in love, and they give themselves up to 
the police, serve a jail term, and on release, start in 
business selling burglar alarms, living happily ever 
after. 

By Michael L. Simmons 

^HIS is what can be truly called good, 
wholesome fun. A smooth-running 
story, built up on a structure of preposterous 
incidents, yet none the less entertaining on 
that account. It bubbles over with good 
nature and mirth, and should give audi- 
ences a pleasant, diverting time in which to 
forget the world's troubles. A good box- 
office prospect. 

The action is easy-going, smoothly 
unraveled, never hurried to get things 
"pepped" up. In fact, one can really say 
the action is slow. But it is not the draggy 
kind of slowness that gets on your nerves. 
Simply an easy pace compatible with the 
style of story. 

The humor doesn't depend on the slam- 
ming of doors, figures dodging around al- 
coves, mysterious effects, as most crook 
farces do. In this respect "Seven Sin- 
ners" is different, and this difference can 
be succinctly summed up as a virtue. It 
means a grateful change from hackneyed, 
"chase-about" types of crook drama. 

So the film starts off by being original 
in treatment at least. And then there are 
Clive Brook and Marie Prevost, both of 
whom do very well as a pair of crooks ma- 
rooned in a house they originally intended 
to rob. That they reform, and settle down 
to an honest business of selling burglar 
alarms, gives you at once the satirical note 
that is rendered throughout the story. 

Claude Gillingwater, as Holy Joe Mc- 
Dowell, a crook masquerading in the robes 
of piety, does an exceptionally clever bit of 
character work. All in all you have here 
six reels of satisfactory entertainment, for 
the most part amusing piffle, and never in 
the realm of poignancy or pathos. 

Tie up with hardware stores on burglar 
alarms, advertise in strong language the 
good time in store for your audiences, and 
you need fear no come-back. 



COBRA 

Paramount Release. Riiz-Carlton Photo- 
play. From the stage play by Martin 
Broven. Directed by Joseph Henabery. 
Length, 6,895 feel. 

CAST AND SYNOPSIS 

Count Rodrigo Torriani Rudolph Valentino 

Elsie Van Zile Nita Naldi 

Jack Doming Casson Ferguson 

Mary Drake Gertrude Olmstead 

Victor Minardi Claire de Lorez 

Sophie Binner Eileen Percy 

Mrs. Porter Palmer Lillian Langdon 

Store Manager Henry Barrows 

Marie Rosa Rosanova 

Count Torriani is fascinated by women as a cobra 
fascinates its victim. He meets Jack Doming, who 
sees some good in him, and is taken into the latter's 
antique business. There he meets Mary Drake, for 
whom he feels a genuine affection. Later the Count 
is compromised by Dorning's wife, who offers him 
her love. He refuses, and that night she perishes 
in flames at a notorious hotel. The Count goes 
abroad for several months. On his return he intends 
to press his suit with Mary, but learns that Doming 
loves her. Actuated by sacrifice for his friend, the 
Count pretends to treat his affair with Mary lightly, 
leaving a clear field for Doming. The trick works, 
and the Count goes out of their lives forever. 

By Michael L. Simmons 

JUST fair stuff at its best. Valentino 
looks masterfully attractive in various 
well-fitting "civies," but that's all he 
amounts to in this film. Decorative, good 
to look at, and committing no real blun- 
ders. But inspiring no real admiration for 
his dramatic powers, nor much sympathy 
for his role. 

Contrary to expectation, "Cobra" turns 
out to be for the most part, light. There 
are never any flights to strong, emotional 
drama. In fact, there isn't a sequence that 
doesn't produce its share of chuckles, not 
by way of relief, but in the very nature of 
the story. 

It would seem, then, that the director 
has missed the point of the story. There is 
a definite attempt to work up to a climax 
of pathos, the sequel to a frivolous man 
turned strong, actuated by the spirit of sac- 
rifice. This is almost successful until a 
close-up shows the philandering hero with 
tears in his eyes. 

That was too much for the audience, 
who responded with cackles of high glee at 
a sight that was intended to excite sympa- 
thy. Yet this same audience seemed meas- 
urably entertained during the lighter se- 
quence of the plot and responded with 
itinerant laughs. 

When it is said here that Valentino 
doesn't add to his laurels, neither does it 
mean that the picture materially detracts 
from these. There is just enough here for 
Valentino not to leave his admirers dis- 
appointed. And the mere announcement 
of the star's screen appearance served to 
arouse a staggering Sunday night turnout 
on Broadway. There's your exploitation 
cue. 

Nita Naldi's peculiar charms haven't 
been capitalized to any telling extent. The 
rest of the cast is just ordinarily adequate. 



A BROADWAY LADY 

F. B. O. Photoplay. From the story by 

Fred Myton. Directed by Wesley 

Ruggles. Length, 5,500 feet. 

CAST AND SYNOPSIS 

Rosalie Ryan Evelyn Brent 

Mary Andrews Marjorie Bonner 

Bob Westbrook Theodore Von Eltz 

Phyllis Westbrook Joyce Compton 

Mrs. Westbrook Clarissa Selwyn 

Martyn Edwards Ernest Hilliard 

Johnny Johnny Gough 

Rosalie Ryan, chorus girl, is admired by Bob 
Westbrook, scion of a rich family. She likes him, 
but defers his advances because of his addiction to 
drink. She finally marries him as a retaliation to 
his family who had snubbed her. Bob's sister is 
infatuated with Martyn Edward, a bounder who 
had betrayed Rosalie's friend, Mary. Rosalie calls 
at Martyn's apartment to prevent an elopement be- 
tween him and Bob's sister. She hears a report and 
rushes in to find Martyn dead. In a heroic stand 
to protect Bob's sister and Mary from implication 
of the crime, Rosalie wins the respect and love of 
Bob's family, and all turns well. 

By Michael L. Simmons 

BROADWAY LADY" has its 
most interesting aspect in the fact 
that it reveals the promising possibilities of 
a new male principal, Theodore Von Eltz. 
Otherwise, it is more or less of the stereo- 
typed society melodrama, depicting the tri- 
umph of poor but proud virtue over a proud 
but even poorer class of the rich. A pro- 
gram picture for the smaller houses. 

It is an average tale told in an average 
way, with now and then flashes of mild 
humor to give it a change of pace. It is 
suited to simple, in fact rather gullible, 
tastes, its most likely niche being the coun- 
try audiences who'll welcome an atmos- 
phere of luxury of wealth. 

Evelyn Brent, as the centre of interest 
around which the plot revolves, lives up to 
the letter of the part as it was undoubtedly 
written for her without rising to any impres- 
sive heights. There is somehow a striking 
lack of sympathy in the role where sympa- 
thy should be paramount. She has some bet- 
ter moments during the scene of a third-de- 
gree, and here the situation is really tense. 

Other portrayals hold some of the atten- 
tion as necessary incidents to working out 
the plot, but fail particularly to impress. 
An attempt at by-play goes over in an ordi- 
nary way, achieving nothing new in effect 
or attention to detail. 

Looking back at it, the most entertain- 
ing part of the picture takes place in the 
opening scenes, when two "gin-soaked" 
rounders take the count in a convivial sock- 
ing bee. 

The above about sums up the quality of 
the picture. Nothing outstanding, nothing 
startling, and nothing of particular distinc- 
tion anywhere. Nevertheless, experience 
teaches that it will have a definite appeal 
for certain types of audiences. 

There's a good angle for a tie-up here 
with optical stores. A cut-out showing the 
incident of the "third degree" should stim- 
ulate interest. 



Page 16 



Exhibitors Trade Review 



WHAT HAPPENED TO 
JONES 

Universal Photoplay. From the stage play 
by George Broadhurst. Adapted by 
Mel Brown. Directed by William A. 
Seiter. Length, 6,700 feet. 

CAST AND SYNOPSIS 

Tom Jones Reginald Denny 

Lucille Bigbee Marian Nixon 

Mr. Bigbee Melbourne MacDowell 

Mrs. Bigbee Frances Raymond 

Ebenezer Goodly Otis Harlan 

Mrs. Goodly Emily Fitzroy 

Mar'jorie Goodly Margaret Quimby 

Richard Ben Hendricks, Jr. 

Henry Fuller William Austin 

Minerva Starlight Nina Romano 

Hilda .Zasu Pitts 

Tom Jones, the night before his marriage, is in- 
veigled into a poker game which is raided by the 
police. In trying to escape he exits via > the fire- 
escape, and finds himself later in a women's turkish 
bath. Here he goes through the discomforts of hot 
boxes, steam rooms, and finally escapes by donning 
a woman's clothes. He reaches the home of his 
friend, and there dresses himself in the clothes of a 
bishop, whose visit is expected soon. He mas- 
querades around the house as a bishop, and is told 
that he is expected to perform the ceremony at his 
own wedding. He is taken to the church, and at 
the very last minute manages to extricate himself 
from his difficult position. His own marriage to 
the girl takes place in a taxi, with the real bishop 
attending. 

By Michael L. Simmons 
T30LLICKING comedy material. First 
rate stuff for the box-office. Clean, 
wholesome situations, packed with continu- 
ous giggles and laughs. The type of fun 
that will be appreciated by audiences every- 
where. Exhibitors need not worry one 
moment about the earning power of this one. 

What puts over the works so effectually 
here is that the star, Reginald Denny, has 
been provided with a story which dove-tails 
perfectly with his personality and talents. 
The situations give him many opportunities 
to capitalize his natural abilities and not 
one of these opportunities fails to bring 
home the bacon. 

Picture the star as Tom Jones, inveigled 
on the very eve of his marriage into a poker 
game. Picture, still, the game being raided 
by the police and the escaping groom land- 
ing in a women's turkish bath by mistake. 
Picture him hiding in electric hot-boxes, in 
steam-coops, in other contrivances built for 
weight-reducing, and you have a fair idea 
of the situations out of which a lot of sport 
is had. 

But that's not the half of it. Later, cir- 
cumstance compels our hero to masquerade 
around in the robes of a bishop. In this 
bit, Denny rises to supreme laugh-producing 
heights. The fun gathers, quickens in ac- 
tion and speed until the uproarious climax, 
where Denny, still disguised as the bishop, 
is taken to church by his friends to perform 
the ceremony at his own wedding. 

It is all in good taste and quite harm- 
less. Even the caricature of the bishop is 
in no way a satirical thrust at the clergy. 
And the scenes in the women's reducing 
parlors never depend on the erotic for in- 
terest. Otis Harlan deserves honorabb 
mention for his portrayal, which is in the 
nature of a comedy foil for the star. 

There are fine exploitation possibilities 
in this. The marriage idea immediately 
suggests tie-ups with gift shops. Clothing 
shops also offer an opportunity for tie-ups, 
and if there are any women's turkish baths 
in your neighborhood, they should be con- 
scripted into a co-operative play with the 
theatre. 



THE SPLENDID ROAD 

First National Photoplay. Story by Vingie 
E. Roe. Directed by Frank Lloyd. 
Length, 7,646 feet. 

CAST AND SYNOPSIS 

Sandra Dehault Anna Q. Nilsson 

Stanton Halliday Robert Frazer 

Dan Clehollis Lionel Barrymore 

Banker John Grey Edwards Davis 

Captain Sutter Roy Laidlaw 

Captain Bashford DeWitt Jennings 

Captain Lightfoot Russell Simpson 

Buck Lockwell George Bancroft 

Satan's Sister Gladys Brock well 

Angel Allie Pauline Garon 

Lilian Grey Marceline Day 

Hester Gephart Mary Jane Irving 

Billy Gephart Mickey McBan 

Doctor Bidwell Edward Earle 

Sandra Dehault, driven by the spirit of adventure, 
joins a gold hunting expedition (the days of '49) 
to California. The sudden death of a widowed 
mother leaves three orphans destitute, and Sandra 
adopts them. Stanton Halliday renders her a ser- 
vice and she rewards him with a kiss, which stirs 
him strangely. Later Sandra settles at a flourishing 
gold-camp, presided over by Clehollis, owner of the 
local gambling hall. He tries to force his attentions 
on Sandra, who is saved by the sudden intercession 
of Halliday. Halliday in the meantime has a com- 
mission from his employer to evict Sandra, who is 
on squatter's property. He refuses. Sandra, learn- 
ing that she is a milestone around the neck of Hal- 
liday's career, determines to give him up. She is 
about to set out, when a wild flood covers the valley, 
and Halliday arrives just in time to drive Sandra 
and her three little charges to safety. At the top 
of a hill, safe from the raging waters, they plight 
their troth. 

By Michael L. Simmons 
A STORY that makes good box-office 
material, packed with colorful inci- 
dents and well-tempered by Frank Lloyd's 
able direction. A list of box-office names 
that adds measurably to the drawing power 
of the picture, which should appeal to most 
classes of picture patrons. In other words, 
a good booking bet. 

The picture is different from most Cali- 
fornia gold rush stories in that it has a girl 
for the outstanding figure, and that instead 
of a covered wagon trekking across the 
plains the opening shots show a clipper ship 
rounding Cape Horn, carrying a cargo of 
human souls, all in search of the coveted 
gold. 

When one realizes that the director of 
"The Splendid Road" is the same who ap- 
plied the master touches to the ship scenes 
in "The Sea Hawk," one knows immedi- 
ately what to expect in technical effects. 
Mr. Lloyd knows how to capture the ro- 
mance of the sea. In consequence one of 
the most realistic parts of the story wins the 
spotlight of approval during this sea se- 
quence. 

Human Interest is added to the later in- 
cidents of the gold mining camp by the 
introduction of Captain Sutter, known to 
history as the discoverer of gold in Cali- 
fornia. Fights, a wild dash in a prairie 
schooner to escape a raging flood, conflict 
between gamblers and gallants of the back- 
wash of society, contribute a full quota of 
action and heart appeal. 

Anna Q. Nilsson as the heroine, Lionel 
Barrymore as the leering pursuer of the 
girl, and Robert Fraser as her "Sir Gal- 
lahad," contribute interesting portrayals. 
Not to go unmentioned is the relief touch 
afforded through George Bancroft's char- 
acter bit, which reminded one much of 
Wallace Beery. 

The strongest angle of exploitation is the 
emphasis to be placed on the billing and 
advertising of the cast, which is as good a 
drawing card as one can possibly conceive. 



SALLY, IRENE AND MARY 

Melro-Coldrvyn-Mayer Photoplay. Adapt- 
ed from the musical comedy by Edmund 
Goulding. Length, 5,565 feet. 

CAST AND SYNOPSIS 

f aI1 V Constance Bennett 

jE ene Joan Crawford! 

Mary Sa i ly O'Neill 

i lmmy .. Dugan William Haines. 

Glen Mestor Douglas Gilmore 

Charles Greenwood R ay Howard 

Mrs. O'Brien Aggie Herrim 

Mrs. Dugan _ Kate Price 

Mrs. ODare Lillian Elliott 

Marcus Morton Henry Kolker 

Tom ODare Sam De Grasse; 

Maggie Edna Mae Cooper 

Mary, an East Side and unworldly kid, joins a 
Broadway musical show. She is warned by Sally, 
another of the chorus girls, and who is kept by a 
wealthy Broadway rounder, of the unhappiness of 
the life of 'the Broadway butterfly. Irene, Mary's, 
friend in the same show, is an example, her end 
coming in a fatal automobile accident. Sally's lover 
is infatuated with Mary, but the latter's determi- 
nation to follow the straight and narrow results in 
her returning to her old sweetheart, Jimmy, the 
plumber. 

By Peggy Goldberg 

^VERAGE entertainment will be found 
in the adaptation of the popular musical 
comedy bearing the same name. The 
theme is hackneyed, and many of the situ- 
ations trite. But Edmund Goulding, the 
director, has managed to inject a measur- 
able interest to balance these deficiencies. 
The work of the cast is good, and alto- 
gether you have a satisfactory average pro- 
gram picture. 

There is the gorgeous clothes and lavish 
settings so essential to Constance Bennett's 
type of beauty. A very elaborate effect is 
produced by showing a revolving stage with 
the chorus girls in all their splendor. 

It is obvious that much care was given 
the selection of every member of the cast 
for even Irene's mother and father, who 
have a comparatively small part, give a 
very sympathetic portrayal of the parents 
of a girl whom "Broadway had got" and 
in whom they had placed implicit faith. 

Sally O'Neill, who portrays the char- 
acter of Mary, the naive but nevertheless 
self-assertive creature, handles most of the 
comedy and proves herself an apt comedi- 
enne. Her determination to beat the game 
keeps her on the alert and her spontaneity- 
is refreshing. 

For the curious there is a peep behind 
scenes, and for the thrill-hunters there is art 
exciting collision between a fast-moving 
train and the automobile which is carrying 
Irene and the man she had decided to 
marry, to the minister. For the flappers 
there are some exhibitions of the Charles- 
ton that will make them sit up and take 
notice. 

In view of the fact that "Sally, Irene 
and Mary" won such widespread favor as 
a musical show, an inexpensively staged 
song and dance bit from the original show 
should prove very effective as a prologue. 

There is a great chance for explo itation* 
in this picture, as the play has made a 
great name and has been well advertised. 



JOHN C. FLINN 





ROBERT C. 
VICNOLA 

SPECIAL ^ 
WITH 

MARGUERITE DeLaMOTTE 
and ALLAN FORREST 

Screen version by 
Anthony Coldewey 
suggested byArthur 
Stringer's Saturday 
Evening Post Story 

Produced by A. H. SEBASTIAN 
for BE LAS CO PRODUCTIONS INC 



RELEASED BY 



PRODUCERS DISTRIBUTING CORPORATION 

T. C. MUNROE, Fr..,d, n i RAYMOND PAWLEY, V« P,.„d,n, „,t Tr,.,uicr JOHN C. FLINN. ttujnadui >n<l C.mi.l M™,.t 



Page 18 



National Tic-Up and Exploitation Section Exhibitors Trade Review 





1 TIE UP AND 



A Panorama 
Of "Fifth Avenue" 




o: 

D 

o 



IOE 



JUST as the title would lead one to infer, "Fifth Avenue" is a 
story of that most famous thorofare in all the world. Every- 
where, Fifth Avenue is synonymous with clothing, and jewelry, 
with silks and satins. Few realize the sufferings of those who make 
possible all these fineries for the idle rich. 

As the story goes, Barbara Pelham loses her sole source of income 
when her cotton crop is destroyed by fire. She comes to New York 
to see Mr. Heffner for an advance upon the coming season's crop. 

On the train north, Barbara meets a Mrs. Kemp who invites her 
to stay with her in New York 
while here. When she calls on 
Heffner, and tells him that she is 
staying with Mrs. Kemp, he re- 
ceives her very cordially, and 
makes undesirable advances. She 
runs away. 

Through some fateful circum- 
stances, Neil Heffner, son of the 
wealthy man, meets Barbara, 
who because of the misfortune 
with the father, is in dire cir- 
cumstances. They become friends and 
announce their engagement. 

Then it turns out that Heffner had 
thought that Barbara had been an in- 
mate of an infamous house kept by 
Mrs. Kemp. But on learning the truth, 
he apologizes and accepts his new 
daughter-in-law. 



D 

o 



n 

o 



WHO PLAYED IT 

Barbara Pelham 

Marguerite De La Motte 

Neil Heffner Allan Forrest 

Mrs. Claud ine Kemp Louise Dresser 

Peter Heffner William V. Mong 

Allan Trainor Craufurd Kent 

Natalie Van Loon Lucille Lee Stewart 

Nan Lo Anna May Wong 

Mrs. Van Loon .... Lillian Langdon 
Greenwich Follies Girls 

Josephine Norman 
Sally Long 
Mrs. Pettygrew, of Indiana 

Flora Finch 



B 

o 



Q 

o 



OE 



o 

D 

so 



December 12, 1925 



National Tie-Up and Exploitation Section 



Page 19 




EXPLOITATION 




PON 



OX Off 

Records All Shattered 



o: 


o 



YOU have a million and one angles by which to make "Fifth, 
Avenue" the greatest box-office attraction ever played in your 
theatre. The title alone gives you the clue to the many wonder- 
ful tie-ups. There are fashion shows, contests, essay and newspaper 
•controversies to figure on. 

From the moment that Barbara unknowingly enters Mrs. Kemp's 
house of ill fame, until she has been through the last fashion show 
-that is portrayed in "Fifth Avenue," the picture is teeming with the 
life and love of "Fifth Avenue." 

In the section of tie-ups and 
exploitation ideas that follows 
you will find no more than a skel- 
eton of ideas that you can use for 
putting the picture over. All the 
ideas that are available would fill 
a book ten times this size. 

Work on the theory that every 
idea in here is meant to suggest 
at least two others. An essay 
contest on the living of Fifth 
Avenue infers a letter contro- 
versy in the newspapers concerning 
whether the woman of Fifth Avenue is 
as wholesome and good as the woman 
of Rue de la Paix, Paris. That is the 
only way to get the most out of the time 
and effort that have been put into this 
section of ideas by the exploitation staff 
of Exhibitors Trade Review. 



Q 

o 



D 

o 



WHO MADE IT 

John C. Flinn presents 

"FIFTH AVENUE" 

A Robert G. Vignola Special 
Screen Version by Anthony Coldewey 

Suggested by Arthur Stringer's 
Saturday Evening Post Story- 
Directed by Robert G. Vignola 
Assistant Director Philip Carle 
Titles by Frederic and Fanny Hatton 
Photography by 
James C. Van Trees, A. S. C. 

Art Director Charles L. Cadwallader 

Assistant Art Director T. E. Dickson 

Produced by A. H. SEBASTIAN 

For BELASCO PRODUCTIONS, 
Incorporated 

Released by 
PRODUCERS DISTRIBUTING CORPORATION 



D 

o 



D 

o 



OE 



D 

■o 





Page 20 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 




READ THIS PAGE 
CAREFULLY 

YOU can get enough out of this 
page to put over the showing of 
"Fifth Avenue" even if you do not 
pull another stunt advanced in this 
section. The displays put out by 
the Vanity Fair Silk Mills are beau- 
tiful to look at and will attract atten- 
tion. Use the still shown on this page 
for your tie-up posters. You can paste 
this still, in the form shown here, right 
on to some of the window cards and 
posters that Vanity Fair will supply. 



Clip This Coupon 

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

Please have Vanity Fair forward their spe- 
cial window display material and sugges- 
tions so that I can take advantage of this 
national tie-up on "Fifth Avenue." I have 
listed below my play dates and the number 
of displays I can use in my exploitation 
campaign. 



Name 




Fifth Avenue 
Play dates 



Number of Window 
Displays Desired . . 
Send to ?jgL 



Store . . 
Address 



Vanity Fair is a By-Word 
of "Fifth Avenue " 

Or you can spell that "Buy-Word" — for Vanity Fair 
Silks are the favorites of the rich 



AND therein lies the value of the 
tie-up between Vanity Fair and 
"Fifth Avenue." There is no 
one more ready to follow the lead of 
the "Fifth Avenue" styles than those 
who are least able to do so. But in 
"Vanity Fair," we have an article 
that is accepted as the fashion in 
Fifth Avenue stores, and at the same 
time is within the reach of the great 
mass of workers in the country. 

TAKE PART IN FASHION SHOW 

If you decide to arrange a fashion 
show, which is high- 
ly desirable for 
"Fifth Avenue," you 
must, by all means 
stage a special show- 
ing on women's un- 
derthings. 

Working it from 
a publicity angle, 
you can assure your- 
self of at least one 
extra daily showing 
of the picture by ad- 
vertising the Un- 
derwear Show as 
exclusive for women 
only, and run either 
an early matinee or 
even an 11 A. M. 
showing. 

But, you must not 
do the thing in any 
half way measure. 
Make sure you get 
the. . cooperation of 
all the department 
stores and all the ladies' shops to 
partake in the exhibition and dis- 
play. Arrange the showing to take 
at least a full half hour. 

The models first, show themselves 
on the stage, and then allow them to 
come down the aisles of the theatre, 
so that the assembled women may 
have the opportunity to see the mate- 
rials at close range. 

ADVERTISE IT IN ADVANCE 

The success of the venture will ¥>e 
in no small measure dependent upon 




the advance publicity you give it. 
Personal letters, sent by your theatre, 
and by the various shops that are to 
partake in the show should be mailed 
to every woman in town. Forget 
about your neighborhood limits. 
Make it a town affair. 

Advertising the event in the news- 
papers will allow you to break into 
the news page as well. It would 
not be at all amiss to enlist the co- 
operation of the "Women's Page" 
editor for this show. 

However, rather than make a lot 
of suggestions about 
how to run the show 
we believe you will 
get farther with it if 
you put the propo- 
sition squarely be- 
fore the shopkeepers. 
They know about 
these things better 
than any of us. Let 
them run it. They'll 
do a good job if you 
can interest them. 



CO-OPERATE 

Co-operate in full 
with the merchandis- 
ers that participate in 
the show. Give them 
all the publicity you 
can, for it will all 
come back to you in 
the end. 

Suppose you try 
this stunt. During 
the time that the stage 
and lobby is being ar- 
ranged for the show, which, of course, 
will be after theatre hours, keep plenty 
of lights lit in the theatre, and do not 
discourage the last show audience from 
staying around to watch the proceed- 
ings. They will talk about it on their 
way home, and will probably afford you 
as much publicity on the event as a.^ 
page ad in the newspapers. 

Make the town think that it is going 
to be one of the biggest things it will 
ever have a chance to see, and it will all 
be on hand to see what you really have 
to show it. 



Canity Fair 



I'.H 




A Tie-up with this nationally famous line of silk underthings 
is a sure way to insure a strictly "all women" matinee. 



December 12, 1925 



National Tie-Up and Exploitation Section 



Page 21 




PEARLS are the way to a woman's heart. How often that has been said, 
and with what understanding. And now we will add to that statement, and 
say that through pearls one may influence to large degree a woman's 
thoughts and desires. 

Appeal to a woman through the medium of pearls, and see with what avidity 
she will hearken to your message. Tie-up with the beautiful window displays 
that are shown by dealers who sell the Richelieu Pearls. They are beautiful, and 
have a tremendous appeal to women. Use the poster that is shown at the bottom 
of this page as the centralized thought in the window display. The jeweler will 
be glad to put that poster in, for it will likewise add to the attraction value of 
his display as well. It is a fifty-fifty proposition all the way through. 

HOW TO ARRANGE THE 

RICHELIEU PEARL TIE-UP 



IT is a simple matter to take advan- 
take of the tie-up arranged by the 
Richelieu Pearl manufacturers. And 
it is so very effective, that not to use 
it to the full might almost be written 
down as that much of a loss on the 
picture. 

First of all, write to the exploitation 
editor of Exhibitors Trade Review 
requesting for the window material, 
stating the name and address of the 
jeweler in whose window the display is 
to be made. This will be sent to vou 



about a week before the day you play 
the picture. Arrange with your artist 
for the poster to be made, details of 
which are given in the next column. 
Then take up with this jeweler the 
question of taking his allotted space in 
the co-operative newspaper layout 
which is shown further in the section. 

That's all there is to it. It is so 
simple that really it is criminal not to 
take full advantage of all the wonder- 
ful opportunities it allows. 




There are several 
other gtills of Marguerite 
De La Motte that can be 
adapted for this poster 
layout. Refer to the stills 
that will soon be avail- 
able at all the P. D. C. 
exchanges, and the ex- 
exploit ecru there will co- 
operate with you in get- 
ting the still that will 
best suit your purpose. 



% tfhe Splendor of. 

FIFTH AVENUE 

Pearls have always been a 
most important part of 
dress for Marguerite De La 
Motte, beautiful star of 
"r<Z 'u 




The Card Must Suit 
the Product 

Keep in mind that the card shown 
below (in which, by the way you may 
use the still of Louise Dresser shown 
above, if she happens to be a bigger 
drawing card in your town than Miss 
De La Motte) — keep in mind that that 
card is to be used in conjunction with a 
display on pearls, and for that reason 
must be of a delicate make-up. That is, 
the lettering must be 
of a nature to suggest 
the feminine touch that 
the pearls wish to con- 
vey. 

Have your artist use 
a gray board for a 
background, and a rich 
deep black, or a deli- 
cate blue for the let- 
tering. One little touch 
of scarlet somewhere 
on the little box of 
pearls shown in the 
right hand corner of 
the poster will add just 
enough color to get the 
best effects. 



rum Avenue 

9low Showing at the. Strand theatre 



Page 22 



National Tie-Up and Exploitation Section Exhibitors Trade Review 




MAR6UERITE DG LA MATTE AND LAUl/E ORE TVER 

Qke fashion, (Play of the Hjear 



IFIIIFiriHI AVENUE 



it AT 
THE 




More Than Perfumes The Fragrance of Uncut Flowers 

in Cappi 



Cap pi Is a Product Made by 
the Cheramy, Inc., 



In the above you see only the 
use of Cappi as a perfume. But it 
is well to note that the importers of 
Cappi also have a famous product in 
Cappi Cleansing Cream, a sample 
box of which is reproduced in this 
column. 

So you see, when you arrange a 
tie-up with some beauty parlor on 
Cappi, you have more than just one 
isolated item to work with. In mak- 
ing your display in the window of 
the beauty parlor, we would suggest 
that the full line of Cheramy condi- 
ments are shown. At the same time, 
it would be well for the shop to plan 
some little education cards of its 
own, on the subject of keeping the 
skin fresh and clean. Suggest that 
Miss De LaMotte be used as an 
example of a girl who has made the 
most of her natural beauty through 
cleanliness. 




A NATIONALLY famous perfume, 
this Cappi. Verily, it has the 
fragrance of uncut flowers, and 
is just the perfume that women desire 
most for the last touch on their lips. 
Sweet and lasting, it is the favorite 
of women, and the perfume that will 
attract their attention the quickest 
when on display in beauty parlor win- 
dows or in the show cases of depart- 
ment stores and drug stores. 

The tie-up is easy xo perfect, since, 
as has been explained, the perfume is 
popular and for sale all over. You 
will have no difficulty in finding suf- 
ficient outlets for the placement of the 
display card shown at the top of this 
page. The windows arranged will pro- 
bably be very attractive, for Cheramy, 
the manufacturers and importers of 
Cappi are known for the splendid dis- 
plays they make. 

It would be very desirable if you 
could arrange for this company to 
make some special deal with the store 
you select to effect the tie-up, — the 
deal being in line with providing some 
scented cards with the perfume of 



Cappi. Take this- matter up with the 
beauty parlor or store. It can go a 
good deal further in this than you or 
this department can, since, after all, it 
is on the books of Cheramy, and there- 
fore must be listened to. 



ATOMIZERS, TOO 

Another Tie-up, of Local Nature, 
Comes With Perfume 



You must not overlook the tie-up 
that is always present when perfumes 
are in consideration, and that is with 
atomizers. There are several French 
firms that are exporting their merchan- 
dise to America. Some of these are 
becoming well known, and if the store 
you happen to tie-up with on Cappi 
sells some one of the better known 
atomizers, do not fail to make them an 
important part of your display. They 
are very popular of late among the 
elite of Fifth Avenue, and it would 
seem that the entire country is follow- 
ing the lead. 



December 12, 1925 



National Tie-Up and Exploitation Section 



Page 23 




Knox 




Mod|el 



ALLAN FORREST 

Ml 





«FIFTH 

AVENUE// 



Allan Forrest starring in 
"fifth Avervu E " 

NOW SHOVING AT THE 

STRAND 




Knox Concentrating on New 
"Fifth Ave nue" Model 



KNOX HATS, the hat of the well-dressed man all over 
the world have come in on a co-operative tie-up for 
"Fifth Avenue." The tie-up has been completely effected 
already with Alexander & Oviatt, Knox agents in Los 
Angeles, and it is only a question of days before all ar- 
rangements will have been completed with the New York 
headquarters. 

The reason that Knox has been so anxious to get in on 
the tie-up arrangements is that Allan Forrest, who plays 
the male lead in "Fifth Avenue," wears the famous Kncx 



"Fifth Avenue" model all through the picture. 

For the present, exhibitors can use the poster arrange- 
ment shown above to tie-up with the many distributing 
stores of the Knox product. There is little doubt that be- 
fore long, the manufacturing company will issue a series 
of special posters for the tie-up. But even then, it would 
be advisable to use the hand made poster, for the individual- 
ity of the theatre can be better preserved in that way. 
(Stills 46, 47, 48, 52, 56, and 58 are best adapted to poster 
use for this tie-up.) 



A Special on Dress Jewelry 



The still of William V. Mong in his dress 
clothes makes a very interesting study and 
provides a splendid opportunity for a tie-up 
most desirable for haberdasheries. 

Haberdasheries are always on the look- 
out for the unusual in window displays. 
And especially during the winter season, 
when they special in matters pertaining to 
evening dress, they will welcome with open 
arms tie-ups with dress clothes, scarfs, and 
such matter. 

It is for that reason that the co-operation 
of the John S. Sampson & Sons, manu- 
facturers of the "Fifth Avenue" Dr^s 
Set. This set is beautifully boxed in plush, 
containing a pair of cuff links, a set ;jf 
three shirt studs and four dress vest 
buttons. 




William Mong, who plays 
the part of Peter Heffner 
in P. D. C.'s "Fifth Ave- 
nue," makes an excellent 
subject for evening dress 
tie-ups. 



They stand for the last word — the "Fifth 
Avenue" word for best dress, and when 
used in a tie-up with Mr. Mong, who is im- 
maculate in his dress clothes, they will 
register big, and so provide you one more 
outlet for your publicity copy in the store 
windows of your town. 

TIE-UP NOT LIMITED 

This tie-up with the dress clothes of 
William Mong is not limited to the dress 
jewelry. It can be made to take in any of 
the dress materials that the local haber- 
dasher may have in stock ; vests, shirts, ties, 
collars and such. Suggest that the window 
be made one of general interest, including 
all these items, and you will so get the most 
out of the tie-up, featuring the dress 
jewelry. 



An audience 





De La Motte 
Allan 
Forrest 

LOUISE DRESSER 
WILLIAM V. MONG 
CRAUFURD KENT 
LUCILLE LEE STEWART 
ANNA MAY WONG 
LILLIAN LANGDON 
JOSEPHINE NORMAN 
SALLY LONG 
FLORA FINCH 



I 

L 



N audience limited only by the number of people who can 
read, is waiting to see "FIFTH AVENUE" on the screen! 



The number of readers of the Saturday Evening Post is con- 
servatively estimated at 10,000,000. 

Here is your patronage guaranteed in advance! 

Arthur Stringer is a writer whose stories are eagerly looked 
for by readers of the popular publications. They are vivid, real- 
istic, colorful and human. He knows the highways and the by- 
ways of metropolitan life. He knows Fifth Avenue — its splen- 
dor and its sophistry — its sophistication and its shams — and 
he has put his first hand knowledge into a story that is thrill- 
ing millions of readers today. 

Filmed on the actual scenes, the local color and sense of real- 
ity of New York's most famous thoroughfare are visual- 
ized as they have never been before on the screen. 

A GREAT STORY! A WONDERFUL CAST! 

A SUMPTUOUS PRODUCTION 

An Audience Waiting to • 
Storm Your Box Office ; 

RELEASED BY 

TODUCERS DISTRIBUTING CORPORATION 

F C. MUNROE. Preside' Hfi v MOND PAW1.EY. Vice-President and Treasurer JOHN C. FLINN. Vice-Presiden. and General Manager 
Member Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President. 



Page 26 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 



Confide In a Woman 



If You Have Something 
That You Want Everyone 
To Know About 



ESPECIALLY if it pertains to parts of a woman's dress. 
There you have struck the most susceptible sense of 
women. They want to know about everything that 
pertains to dress. Tell one that "Fifth Avenue" favors the 
Gotham Gold Stripe stocking, and every woman in town will 
whisper to her neighbor that "Fifth Avenue" favors Gotham 
Gold Stripe. 

Arrange with the hosiery or department store nearest you 
to display the wonderful material that the Gotham company 
will send for tie-up purposes on "Fifth Avenue." Arrange 
your posters, using the still to the right as the tie-up' with the 
picture on that product. You know how to word the copy 
matter. There are plenty of suggested cards in this section. 
The rest is easy sailing. 




POSTERS 

There is no use 
going into de- 
tail about the ar- 
rangement of the 
poster for win- 
dow displays. In 
this picture, you 
have the magic 
title "Fifth Ave- 
nue" to work 
with, and the 
product used in 
the tie-up, as 
here — "Gotham 
Gold Stripe," is 
simply used as a 
feeder to put 
over the title. Any 
good artist will 
make suitable 
lay-outs for the 
posters. Refer 
him to the other 
similar layouts in 
this section. 



The Requisites of Modernity 



MILADY of to-day oft has a vanity table that would bewilder the eyes and 
comprehension of man. We here hardly feel capable of coping with its 
intricacies. What with curling irons, atomizers, perfumes, powders, orange 
sticks and lip sticks, pastes, muds and rig-a-ma-jigs. 

The tie-ups with each and every one of these secrets of the lady are there in 
this marvelous fashion picture "Fifth Avenue." Make a confidant of the beauty 
parlor nearest you, and implore the proprietor (ess) to help you in your search 
for light. 

No doubt, (s)he will have some favorite fountain of youth to exploit, and will 
arrange a made-to-order tie-up for you. 

In England, even men carry hand-bags. Now, we'll agree that that is stretch- 
ing the point just a bit too far. But there is no denying the great popularity 
that hand-bags are enjoying with the women of America — or if you are to use 

this same thought in making, a window 
poster with the still below, you simply 
change the last to read "With the 
women of 'Fifth Avenue.' " 

Can you want anything easier, more 
supple, more pliable to use in a tie-up 
campaign than such a name, 
"Fifth Avenue"? It fits ev- 
erything, everywhere. 




DO NOT, under any circumstances, 
neglect to get the merchandise list- 
ed on this page into your fashion show. 
The stocking tie-up is one that will be 
of special value in the show, for it is not 
in the category of the silk underthings 
that are limited to women's views alone, 
but may take their regular place in the 
prologue. 

A favorite stunt, in a situation like 
this, is to have say four or five girls do 
a dance hehind a half lowered curtain, 
so that only their legs will show to the 
audience. A novel effect can be had 
if these girls hold on to a bar above 
their heads, which bar is lowered or 
raised while they are dancing, so that 
the audience will suddenly be surprised 
to see the girls dancing, literally, on 
thin air. 




REMARKABLE STILLS 

D D. C. has made a most remarkable col- 
■*■ * lection of stills for "Fifth Avenue." 
Nearly every one of them has some tie-up 
idea in it. Examine the master set if you 
can possibly lay your hands on it. You will 
find many more local tie-ups than we can 
ever hope to outline in these pages. 




December 12. 1925 



National Tie-Up and Exploitation Section 



Page 27 




23Glicci /p 

the lip stick of 




Javored by motion 
picture Star? - 

^ou will like the 
pretty lips of 



m 



* FIFTH AVENUE " 

playing this 1 uJeek . 

in the 'Strand" 




THIS card was made in 
the original for repro- 
duction at a very reas- 
onable cost. It can be 
made for show card pur- 
poses for about two dollars 
at the very most. Notice 
that the little "Delica" cut 
in the upper left of the 
poster is a clipping from 
a "Delica" advertisement, 
which can be provided for 
you by any beauty parlor. 
This still is one of the 
many beautiful photographs 
of Miss De La Motte that 
can be procured from the 
original set of stills on 
hand in P. D. C. exchanges 
for "Fifth Avenue." 



THERE you are, Mr. Ex- 
hibitor. There's some- 
thing to talk about in your 
ads, in your throwaways, in 
all your publicity work. You've a 
working title in that question, and be- 
sides, there is a tie-up with you with 
Delica Lip Stick, which is best known 
under the trade name "Kissproof." 

This tie-up can be worked in beauty 
parlors, drug stores, and the beauty 
counters of department stores. The de- 
tails of working out a tie-up for "Kiss- 
proof" are similar to others explained 
in this section. Simply send the ex- 
ploitation editor of Exhibitors Trade 
Review the date of your showing and 



Kiss Proof! 



the names and addresses of the store in 
which the tie-ups are to be effected. 

But, coming back to the title, don't 
miss up on the many opportunities it 
allows for newspaper letter discussions, 
as well as essays and debates on the 
kissableness of "Fifth Avenue" — 
(Fifth Avenue being synonymous for 
the idle rich). 

In this tie-up, as in nearly every other 
tie-up that is made around articles of 
femininity, there is always the golden 
opportunity to start a newspaper con- 



troversy regarding the relative 

morals of the present day flap- 
per and the girl of the olden 

days. 

Newspapers like this sort of stuff, 
and if you can start something along 
those lines for them, they will appreci- 
ate. It makes good reading, and adds to 
the circulation of the paper. But, of 
course, it is not for you to worry about 
what your stunt can do for someone 
else. Suffice it that at least once in each 
article, you are able to bring in the 
suggestion of "Fifth Avenue," and the 
fact that the picture is or will be play- 
ing at your theatre. 




Pepsodent Will 



THAT'S what the manufacturers of Pepsodent Toothpaste say: "When all else 
fails, Pepsodent will." That's why it is a national favorite, and known all 
over the country. And that's why there is so much value in the tie-up that has 
been arranged between Pepsodent and the P. D. C. picture "Fifth Avenue." 

The window display material that the Pepsodent manufacturers arrange is justly 
famous. Drug stores will usually give the breaks to this product despite the fact 
that there may be about ten other brands in their show cases. Arrange a display 
card, showing this still of Miss De La Motte and her beautiful teeth, and you may 
rest well assured that you will have no difficulty in placing the cards in the leading; 
drug store windows neighboring your theatre. 

You can easily get the copy for such a card by referring to similar cards in this 
section. Cencentrate on the "Fifth Avenue" angle at all times, of course, explain- 
ing that beautiful teeth are one of the marks of culture and refinement of 
"Fifth Avenue," etc. 



Page 28 



National Tie-Up and Exploitation Section Exhibitors Trade Review 




G. G. G. 

Makers of Clothes 

for 

"Fifth Avenue" 
Patronage 



This special brand 
of men's clothes 
will be on a three 
days' display at 
the 

SIMON'S 

West A Street 




even 
tive 
have 
and 



DURING the last six months, 
our attention has many times 
been called to full page and 
two page trucks of coopera- 
newspaper advertising that 
been arranged by theatres 
their neighboring store 
friends. The value of these ads has 
been proven beyond a shadow of a 
doubt. 

If you have never tried one be- 
fore, now is the time to do so. If 
you are naturally wary, start with 
a quarter page layout such as this 
is supposed to represent. Once 
you do try, you'll be won over by 
the idea just as all other users have 
been. 



Dashionette 

Invisible HAIR NETS 




For 

"Fifth Avenue" 
stores the world 
over 



Three Live Models will display 
the "Model" Brassieres 
Tuesday morning at the 



Special Fashion Show 
and picture showing 
of 

"Fifth Avenue" 
at the Strand Theatre 

Call at 

Anne's Novelty Shop 

for Complimentary Tickets 





The Smartness and 
exclusiveness of 

"Fifth Avenue" 

will be on display at the Fashion Show at the Strand 
during the second week of January 

Betty's 

Millinery Shop 
Cage Hats 
Exclusively 




^FbWNES 

^Gloves" 1 



On Fifth Avenue, New York, 
or Fifth Avenue, Oshkosh 



A special deal on 
these Gloves during 
the showing of "Fifth 
Avenue" at the Strand. 
Inquire. 



Fownes Gloves remain the fashion 
because of their softness and 
durability. 



JACK'S HABERDASHERY 

Broadway at Fifth St. 




ALL NEXT WEEK 

During the showing of "Fifth Avenue" 
at the Strand Theatre 

John, the Hatter, 
will carry a special display of the famous 

"FIFTH AVENUE" KNOX HATS 

worn and favored by 

ALLAN FORREST, 

the popular motion picture star 



IT does not matter what the 
merchandise is — clothes, 
carpets, tooth-brushes or 
automobiles, there is not any 
of them that can not adapt 
in an efficient manner the 
"Fifth Avenue" angle. They 
are almost magic words. Mr. 
Babbitt lives on Main Street. 
Mr. Gotrocks lives on "Fifth 
Avenue." Therein lies the 
great appeal. 



THE HEAD 

T^HAT line drawing head 
that appears on the top of 
this ad can easily be made by 
cutting and pasting together 
the heads at the top of the 
cwo lead pages of this sec- 
tion. Room was left under 
the "street line" to make a 
clean cut. The engraving of 
such a drawing is very inex- 
pensive. 



December 12, 1925 National Tie-Up and Exploitation Section 



Page 29 



The "Give and Take" of 
Newspaper Advertising 



WE have said it before, and will repeat it again,* 
that newspaper pays — for the exhibitor who I, 
knows how to take full advantage of the advertis- 
ing matter that he places. Realize that newspa- 
pers become your friends when you place your ads 
with them. You compliment them by acknowledg- 
ing to them that you believe them to be a worth 
while medium. They will be glad to reciprocate. 



Here is how they reciprocate. It is a fifty-fifty 
proposition. There is hardly a newspaper in the 
country that does not carry a motion picture 
column or section under a head something like 
what appears on this page. Movie chatter, is it ? 
Then the editor of that column wants all the 
movie chatter he can get. Give it to him. 



That's how you both gain. You being an adver- 
tiser in the paper, will have more or less of an 
entree into the editor's office. He will listen to 
you. And when you give him ready made copy, 
he will publish it for you. 



You can get this ready made copy from the same 
sources that he gets it from. Read your trade 
papers, and you will find all the squibs you can 
possibly want about the favorite players that ap- 
pear in pictures that you play in your theatre. 
Give the editor those squibs. 



Your townsfolks read that So-and-So, the popu- 
lar movie star, was married yesterday. And on 
the same page they see your advertisement to the 
effect that that same So-and-So is playing at your 
theatre next Friday night. Will they pay your ad 
any attention? You bet. America is movie mad, 
or rather — star-mad 



Referring to the layout on the opposite page, 
is it not easy to see why merchants will welcome 
the opportunity to get in on the space? Suppose 
they were to run their little ad, buried in the 
many columns of the paper — its effect would be 
ordinary. Readers might or might not see it. But, 
tied up with a big picture, with a ritzy title ! It's 
a knockout for them. 



Show the layout to your local newspaper editor. 
He'll get hep. 



Spend three or four dollars to make a cut of 
one of the attractive scenes in "Fifth Avenue," 
or use one of the prepared cuts or mats that P. 
D. C. will provide, and you'll get back somewhere 
between — well, a whole lot more dollars — in re- 
turn. There is nothing like a photo to sell a 
product. Especially if you get a story along with 
it. The story with the photo on this page is 
prepared for your use. 



So are the little publicity items. They are all last 
minute news. The editor of the motion picture 
column wants them. 




Marguerite De La Motte, who has* 
the leading woman's role in "Fifth | 
Avenue,' 'is a southern girl by birth 
and has had a notable screen career. 
She is in every respect a charming 
woman and is rising rapidly in her 
profession. 

Louise Dresser, seen as a worldly 
woman of fashion in "Fifth Avenue" 
has a captivating personality that 
has won her many screen admirers. 
She was for years a stage favorite 
and her hobby is the study of his- 
tory. She is decidedly popular with 
screen lovers. 

Allan Forrest, brother-in-law of 
Mary Pickford, who scored in "Dor- 
othy Vernon of Hadden Hall," is a 
highly capable all round screen play- 
er. He has an excpllent role in 
"Fifth Avenue," that of leading man 
opposite Marguerite De La Motte, in 
the rendition < of which his mimetic 
talents are admirably displayed. 

William V. Mong, an old-time 
stage player, is recognized as one of 
the ablest character actors in motion 
pictures. His portrayal of a steel 
worker in "Steel Preferred" revealed 
him as a comedian of no insignificant 



merit. In "Fifth Avenue" he has the 
role of a wealthy man about town 
and many of his scenes with Mar- 
guerite De La Motte in that produc- 
tion are said to be as artistic as they 
are exquisite. 

Craufurd Kent, an Englishman, 
who won success on the stage before 
entering the picture field, has hazel 
eyes and brown hair. He is an ath- 
lete. He is finely cast in "Fifth 
Avenue." His hobby is golf. His 
screen following is large. 

Lucille Lee Stewart, who has a 
strong role in "Fifth Avenue," won 
her spurs in vaudeville. She has had 
a successful screen career. She is 
tall, fair complexioned, has blonde 
hair and dark blue eyes. 

Lillian Langdon, one of the sup- 
porting players in "Fifth Avenue," is 
a native of New Jersey. She has had 
a long stage experience and played 
in comic opera. Her screen appear- 
ances have been uniformly successful. 

Flora Finch, famous screen come- 
dienne, is admirably cast in the 
Metropolitan picture, "Fifth Ave- 
nue." In this impersonation her old 
time humor is constantly in evidence. 



"Fifth Avenue" is Ritzy 




'"PHIS is the way to get your review of the picture into the newspapers when 
you show the picture. Use a cut of one of the luxuriant scenes from the 
story to appeal to the eye. And if the photo is a two-column affair, as is this 
one, you may be fairly sure that the story under it will be arranged somewhat 
similar to this. It need hardly be ex- +' — 
plained to you that such a layout is 
much to be preferred over the regular 
column reviews that one sees in most 
pictures. 



If the newspaper in your town 
does not boast a regular reviewing 
staff, so much the better. The P. 
D. C. press book on "Fifth Avenue" 
will have several prepared reviews 
for you. These are arranged for 



newspaper reproduction, following 
the style and space requirements 
that most papers desire. You will 
have no trouble placing them. The 
press book will also contain many 
regular newspaper readers, much 
more explicit and in fuller detail 
than the little squibs that appear in 
the columns above. These readers 
are of proven value. Use as many 
of them as you can slip by the 
editorial desk. 



Page 30 



National Tie-Up and Exploitation Section 



Exhibitors Trade Review 





Use this still in laying out posters for your fashion show an nouncements and also, try to keep in the spirit of the photo 

for your stage settings during the fashion show. 



An Elaborate Prologue 
Free of Expenses 



THERE is no question about it, Mr. Exhibitor. You 
must have a fashion show in conjunction with the 
showing of "Fifth Avenue." The very essence of 
"Fifth Avenue" is fashion, and the women will expect to 
get the very latest in clothes ideas from it. 

Do not disappoint them. You can give them a most elab- 
orate prologue on fashions with 
hardly a cent's worth of ex- 
pense to yourself. 

You must realize that a 
fashion show is a contributed 
affair, in which all the women's 
shops in your town take part. 
They need not be sold on the 
idea at all. The chances are 
that you have had many re- 
quests from them to be allowed 
to display certain of their mod- 
els in your theatre. 

Now is the time to allow all 
these modistes to come forth 
with everything they may have 
to show. Even the drapes and 
curtains for the settings should 
be part of the show. The rugs, 
chairs, everything, should be of 
exhibition calibre. 
Your program for the show 



Luxuriant Beauty 



be in the nature of a fashion magazine. Have each of the 
modistes and clothiers who are to partake in the show write 
some little article on what they will have to display. Ar- 
range all this into a sixteen page booklet. The cost, dis- 
tributed between all the participators will be negligible. 
Conserve two center pages for publicity matter about the 

picture "Fifth Avenue," and, 
we suggest, that you use this 
still at the bottom of the page 
for a suggestive touch. The 
cover of the magazine should 
be a photo of the beautiful 
Marguerite De La Motte. 

ANNOUNCEMENTS in 
the newspapers should be 
carried about a week in ad- 
vance of the event. Also, you 
should plan a direct-by-mail in- 
vitation campaign. 

Make these invitations of a 
very personal nature, and ad- 
dress them under your written 
name, or in the name of the 
shop keeper who extends the 
invitation. Do not stress the 
showing of the picture but in 
small type, down at the bottom 
probably appeal most to the eye, and the one that should be or the invitation, say "Regular 




If you decide to issue a cooperative program, as outlined on 
this page, this is the still from "Fifth Avenue" that will 



ing of "Fifth Avenue" should used in illustrating your own announcements in the program, prices will prevail." 



December 12, 1925 



National Tie-Up and Exploitation Section 



Page 31 




THIS IS STATION N. T. U. 

broadcasting from the exploitation studios of Exhibitors Trade Re- 
view. N. T. U. stands for National Tie Up, the special feature of this 
paper. The idea of National Tie-Ups was originated in these offices, 
and in these same offices that same idea has been developed to a 
point where tie-ups are now regarded as the best form of exploita- 
for exhibitors, big and little. 




tion ior exnioitors, Dig 

The whole value of these tie-ups 
lies in the fact that you are talking 
to your public of some picture that 
they know nothing about in terms of 
some merchandise with which they 
are familiar. In other words, the 
public can understand your speech, 
and therefore will listen with more 
understanding than ever before. 

Nothing is required of the exhib- 
itors in getting the material neces- 
sary to fix up the windows as ar- 
ranged by Exhibitors Trade Review. 
Simply send requests for material. 



How Many Lobbies 
in Your Theatre? 

Only one, you say? That's not 
so. You can say that it has only 
one entrance. But from an ex- 
ploitation viewpoint of lobbies, 
which calls a lobby a place to 
display advertising for the pic- 
ture, your theatre happens to be 
showing. 

Under that consideration, your 
theatre has as many lobbies as 
you wish to provide for it. 
Every window in a neighboring 
store is a lobby for you if you 
take the trouble to arrange with 
that store to display the tie-up 
merchandise explained in this 
section. 

Every store window in which 
one of the artistic posters on 
"Fifth Avenue" is displayed is 
another lobby for you. Just 
imagine, if you had to pay rent, 
per square foot, for all these 
show places, how much it would 
add up to. 

But you get it all for nothing, 
and you get the good will of 
your store keeper friends 
besides. 



There is so little cost to the work- 
ing of these tie-ups by exhibitors, that 
they are of special advantage to the 
smaller theatres who have not the 
hundreds of dollars necessary to 
spend on elaborate exploitation cam- 
paigns. There is no cost except the 
few dollars needed to make the win- 
dow cards, and even these, if done 
in sets of five or six, can be had at 
an almost negligible price. 

Yes, sir ! It's the sweetest pub- 
licity that an exhibitor can wish for. 
Follow the campaigns of tie-ups laid 
out for you in this section, and you'll 
get the picture across bigger than 
you could wish for. The tie-up selec- 
tions were made carefully, each with 
a very definite purpose in mind. 



Artistic Posters 



The fact that this paper may have 
to pay some definite sum of money 
for poster layouts appearing in this 
section is no criterion as to the cost 
of the same posters for exhibitors if 
made by local artists. It must be 
kept in mind that the posters shown 
here require careful work, since they 
are made for reproduction. 

We have checked up on regular 
poster costs, and can safely say that 
the outside prices on such posters 
should not be over two dollars apiece 
at the very most. If you arrange 
with your artist to make several of 
them, you ought to be able to buy 
them at one dollar a piece. 



Send in Your Play Dates 

If you want to get the full advantage of the cooperation this de- 
partment of Exhibitors Trade Review wishes to give you "Fifth 
Avenue," fill in this coupon below, and mail it just as soon as you 
can fill in all the information desired. They'll get attention. 



- Exploitation Editor, 

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

Your cooperation will be appreciated, Let's have it. 

My name Theatre 

Address City State 

I will play P. D. C.'s "Fifth Avenue" starting 

for days. I could use window displays on the 

3 | following tie-ups 



December 12, 1925 



Page 33 



SHORT FEATURES 



"Ringling's Rivals" 

Davis 2 reels 

Unable to raise sufficient funds to gain admittance 
to the widely advertised "greatest show on earth," 
the Hey Fellas gang decide to put on a circus of 
their own. The general admission is anything from 
a sick parrot to a door-knob. After the show comes 
the exciting expulsion of the rival gang from the 
circus grounds with the aid of a fire hose. 

A good comedy of its sort. These Hey 
Fellas comedies are always appealing to the 
kiddies, and most of those who have out- 
grown their childhood days will laugh at 
the pranks and ingeniousness of these 
youngsters. 

Their attractions at the circus which in- 
clude "a strong man," a "rope-walker," a 
"wild man," an "animal parade" and a 
"death-defying ride" down an incline will 
be just so many thrills for the children and 
as many laughs for the others. 

As special exploitation, in keeping with 
the circus idea, you might have a ballyhoo 
elephant advertising "Ringling's Rivals." 

* * * 

"His Wooden Wedding" 

Pathe 2 reels 

Chase is the groom who nearly becomes the gloom 
when somebody informs him that his bride has a 
wooden leg. The information was supplied by a 
rejected suitor. Chase deserts the bride at the altar, 
but a reconciliation is effected when he learns that 
Katherine's wooden leg is merely fictitious. 

Good direction and the ability of both 
Katherine Grant and Charlie Chase featured 
in "His Wooden Wedding" to make the 
most of comedy situations, coupled with some 
really funny situations, make for a thor- 
oughly diverting comedy. 

The scene where we see the picture that 
fleets through Charlie's mind at the altar — 
his offspring hopping around on crutches 
and spindles, is both amusing and clever. 

Katherine Grant, the essence of feminin- 
ity, is adorable as the bride. 

"Weak But Willing" 

Educational 2 reels 

Walter and Pumpernickle are contenders for 
Nanny's hand. Father decrees that the winner will 
be the one who is first initiated into the order of the 
"iGoats." In order to deter Walter, Pumpernickle 
stages a frame-up, and with several friends, disguised 
as "Goats," they put Walter through a regular 
initiation procedure, with Walter much the worse for 
it. Eventually he gets to the real "Goats" and takes 
the offices. 

Walter Hiers in a much exaggerated and 
overdone comedy character. Ordinarily he 
doesn't need to resort to ridiculous cos- 
tumes and situations to evoke laughter. And 
with many it will miss fire. I daresay there 
are those people who will laugh at the 
husky Walter in baby clothes, crying "I 
want my mama" on the street corner. And 
those who do will like "Weak But Willing" 
for that is the general strain of the comedy. 

* * * 



"Hotsy Totsy" 



Pathe 2 reels 

Alice is a department store girl who is appointed 
by her fellow-employees to present a loving cup to 
their emplover, who is giving a banquet for a new 
partner. She becomes terribly nonplussed when she 
gets up to make her little speech in presenting the 
loving cup. She is only saved from total embarrass- 
ment by the kindliness of the new partner, who is 
immediately attracted to her. 

This one featuring Alice Day is only 
mildly entertaining and suffers by compar- 
ison with the two or three comedies she 
was last seen in. 

Alice hasn't much chance to demonstrate 
her abilities as a comedienne, for the com- 
edy is divided among several members of 
the cast, which is rather unfortunate. One 
feels it would have been infinitely more en- 
tertaining if the comedy had been concen- 
trated on her. 



REVIEWED ITS THIS ISSVE 

Ringling's Rivals Davis Dist. Div. 
His Wooden Wedding Pathe 
Weak But Willing Educational 
Hotsy Totsy Pathe 
The English Channel Swim Pathe 
The Leopard's Spots F. B. O. 
Pathe Review No. 51 
Tea for Toomey F. B. O. 

A Peaceful Riot F. B. O. 

Yes, Yes, Babette Educational 
Felix the Cat 
Kinograms 
International News 
Pathe News 



Educational 



'The English Channel Swim" 



Pathe 



1 reel 



The latest edition of "Aesop's Film 
Fables" measures up to standard. It brings 
out all the animals, oh, hundreds of them, 
as well as the old farmer, all eager to 
win the reward offered the winner of a 
swimming contest Of course, the cat, the 
most inventive of the lot, beats them by 
alighting on a whale which easily carries 
him to first place. 



"The Leopard's Spots" 



F. B. O. 



1 reel 



Here is another one the kiddies will like 
for it answers the inevitable "Why" of the 
inquisitive youngster by showing an actual 
demonstration in fable-cartoon form of How 
the Leopard Got His Spots. 

The action centers around the artist who 
portrays the bashful suitor ; his lady friend, 
and the irrepressible kid, who is always 
butting in. In order to keep the kid quiet, 
the artist tells him the story of how the 
leopard got his spots. Finally the cartoon 
leopard enters the scene and musses up the 
picture. 



140 FEATURETTES 

during 1925-26 
8 Distinct Series 



Animated Hair Cartoons 
Ko-Ko Song Car-Tunes 
Gems of the Screen 
Out of the Inkwells 
.Marvels of Motion 
Search lights 
Film Facts 
Reel views 



729 7th Avft. 




N. Y. C. 



Edwin Miles Fadman, Pres. 



Pathe Review No. 51 

Pathe 1 reel 

An informative and interesting presenta- 
tion which gives us a glimpse of Japan. It 
embraces also "American Wild Flowers," a 
distinctive Pathecolor series produced by the 
time lapse camera as well as "The Bee's 
Daily Bread," one of the "Magic Eye" ser- 
ies of microscopic studies. The last is a 
particularly fascinating study, showing the 
bee in its embryo form, how it fights its way 
out of its wax cast, and then finally how it 
procures its daily bread. 

* * * 

"Tea for Toomey" 

F. B. O. 2 reels 

Ah Chew, a Chinese tea-merchant, is sued by 
Moffat, an importer, for as shipment of inferior tea. 
George Dorsey is counsel for plaintiff. Ernie Tomp- 
kins, the chief witness for Moffat, is turned over 
to Fall and Trip, the detectives on the case but they 
are set upon by Ah Chew and his hirelings who 
capture Ernie. George, Mazie, his stenographer, and 
the two detectives all rush down to Chinatown in 
search for Ernie. There is a grand mix-up in Ah 
Chew's establishment, but finally Ernie is found, 
and the case is settled. 

Excellent entertainment is provided by the 
eighth edition of "The Adventures of Mazie" 
series, featuring Alberta Vaughn. This has 
more plot than usual, worked out with per- 
fect continuity, and holds the interest 
throughout. 

There are some really exciting moments 
which one follows breathlessly, so that "Tea 
For Toomey" will well suit the palate of the 
thrill-hunters. 

The daring of Mazie, so characteristic of 
her, is given full play when she ventures in- 
to the mysterious domicile of the Orientals 
and participates in the actual fighting. 

% % 

"A Peaceful Riot" 

F. B. O. 2 reels 

Alice, the rightful heiress to the throne of Bo- 
logna, flees from her domain because she is pursued 
by the Prime Minister who has designs both upon 
her and the kingdom. She is in love with Slim, a 
sailor boy, who persuades her to go to sea with 
him. She is not permitted to board the boat, but 
finally does get on. Disguised as a man, Slim does 
not know her and rebuffs her attentions. They all 
return to Bologna, where Slim becomes the knock- 
out kid of the Bolognas, single-handed vanquishes 
the whole army, discovers Alice's disguise and in- 
stead of strangling her, marries her. 

A decidedly funny comedy which is set in 
a country where the fathers wear long whis- 
kers and the children play with bombs in- 
stead of kiddie cars. Thus the action starts 
at double quick time, and maintains a steady 
tempo throughout. Situation after situation 
evokes laugh after laugh. Slim Summer- 
ville's work is highly commendable, and he 
is ably assisted by Alice Ardell. 

Some good by-play on the Bolsheviki is ac- 
complished by clever and significant titling. 
For example, we see one of the leaders 
looking at his watch — a handless one, by 
the way — and says, "Eleven o'clock and 
we're three riots behind." , 

"¥ * # 

"Yes, Yes Babette" 

Educational 2 reels 

Bobby, one of the American doughboys in France, 
falls in love wilh a French damsel who doesn't un- 
derstand a word of English. "Oui, oui," comprises 
Bobbv's French vocabulary. After the Armistice is 
signed, Bobby returns to the U. S. A., "changes 
his clothes, takes a quick bath," and goes back for 
Babette. In search for Babette, Bobby gets into a 
jam with French Pastry Pierre, and when two po- 
licemen find them fighting, Bobby is rewarded for 
catching the fugitive from justice. He has also 
found Babette, so all is well. 

"Yes, Yes, Babette" featuring Bobby 
Vernon will prove good entertainment. The 
little French village is a suitable background 
for Bobby's caprices. Most amusing are 
Bobby's efforts to convey his message of 



Exhibitors Trade Review 




A LICE Ardell is starred 
/1 in "A Perfect Riot," 
one of the Blue Ribbon 
Comedies 



T^ONE other 
than Alberta 
Vaughn, the most 
amazing Mazie of 
the F. B. O. 



ALL Tied Up" isn't 
the word for it, but 
it is the title of this 
Standard Fat Man Com- 




F. B. 0. Contributes to Laugh Month 



December 12, 1925 



Page 35 



Come in and 
v LAFF — 
ft LAFF- 
LAFF 




News Reels In Brief 



Here's an appropriate 3-sheet, designed by 
the Short Features Adv. Ass., to stir up 
public interest in "Laugh Month." 

love to Babette by signs and gestures, with 
Babette sadly misinterpreting them. In con- 
veying to Babette his intention of return- 
ing to the U. S. A. and immediately coming 
back for her, he very ingeniously builds a 
vessel with the paraphernalia on the cafe 
table and actually demonstrates his idea. 

In the second reel the action moves more 
quickly, introducing some wild apache 
dances and chases. 

♦ * * 

"Felix the Cat in the Rainbow's 
End" 

Educational 1 reel 

Always diverting are the antics of the 
cute Felix, but this one is even of a more 
highly entertaining nature than the average 
edition of this series. Felix finds the pro- 
verbial pot of gold at the end of the rain- 
bow and since this is purely mythical, it 
allows for the introduction of some of the 
fairy tale characters. Hence, we see Felix 
pursued by Little Red Riding Hood, Jill, 
etc., all eager to take possession of Felix's 
gold. The showing of Little Red Riding 
Hood, Jack and Jill climbing the hill, the 
little old woman who lived in ?. shoe with 
her flock of children, will surely charm the 
children. 

* * * 

"Fatty" Laymon Comedies 

Gene "Fatty" Laymon, comedian, is co- 
starred with Charles Dorety in a series of 
twelve two-reel comedies which are being 
produced by the Laymon Corporation. This 
film organization was chartered Tuesday at 
Albany and capitalized at $50,000 and is pro- 
ducing the series of shorts at the Espee 
Studio, Harlem, N. Y. The pictures are 
scheduled to be released through Tenneck 
Films of 1540 Broadway. 



Kinograms No. 5141 

LONDON — Kings brave storm at Queen s 
funeral. Pour monarchs march in blinding 
snow behind Alexandra's bier. Leaving St. 
James' Palace. WASHINGTON — Senators 
acquire new batch of balltossers. Oark 
Griffith, president of capital's ball club, 
now has seven promising rookies. A Kino- 
grams Exclusive. ROME — King and Musso- 
lini honor Italy's dead — Monarch and 
Premier dedicate memorial to men of the 
Engineer Corps lost in the war. NORWAY, 
ME. — Champion tiddler to play for Henry 
Ford. "Mellie" Dunham, 70, invited to 
Dearborn, Mich., to the Flivver King's 
dance carnival. A Kinograms Exclusive. 
WINTHROP, MASS. — Great seas lash New 
England Coast. High winds cause enor- 
mous waves to sweep over sea wall, flood- 
ing streets. NEAR LOM, NORWAY — These 
Norse guards slide "over the top." Moun- 
tain patrol, in maneuvers, gets into shape 
for a real hard winter. A Kinograms Ex- 
clusive. 

International News No. 100 

SHANGHAI, CHINA — China's 1925 Derby 
a real turf thriller. Vast sums wagered on 
Asia's greatest racing event — Mongolians 
and whites flock to the track. ST. MORITZ, 
SWITZERLAND (omit Seattle) — Famous 
sled ride lures first winter tourists. Early 
snows put mile long toboggan in fine shape 
for thrilling sport. SEATTLE, WASH. 
(Seattle only) — Washington wins north- 
west football title. Husky eleven defeats 
Oregon by margin of one point in fast and 
furious contest. LOS ANGELES, CAL — 
Sniff! Sniff! Kerchoo! What's wrong at the 
Zoo? Circus doctor has busy time prescrib- 
ing for Al Barnes' ailing animals. NEW 
YORK CITY (omit Portland, Seattle and 
Boston) — Around-and-Around with the 6- 
day bike racers. Picturesque glimpses of 
the pedal pushers as they battle for lead 
in the new "Madison Square" Garden's 
first meet. HOQUIAM, WASH. (Portland 
and Seattle only) — Novel motor carrier 
speeds timber handling. New wagons 
save much time and labor in busy lumber 
yards of the northwest. BOSTON, MASS. 
(Boston only) — Ocean greyhound takes al- 
legiance to U. S. Stars and Stripes re- 
place Union Jack at masthead of S. S. 
LaPerla. SANTA MONICA, CAL. — Para- 
chute tester has world's riskiest job. Heard 
McClellan, with the aid of wind machine, 
tries out old contraptions to see if they 
still work — and how! LONDON, ENG. — 
Four Kings join in tribute to Queen 
Alexandra. 



Pathe News No. 99 

LONDON, ENGLAND (New York, Phila- 
delphia, Boston and Newark only) — Last 
rites for Queen Alexandra! Kings of four 
nations unite with British public in im- 
pressive tribute at services for the Queen 
Mother. WINTHROP, MASS. (except Phila- 
delphia and Boston) — Storm rages along 
Atlantic seaboard! Heavy winds during 
first severe storm of winter whip up sea 
that lashes ocean wall and spreads heavy 
spray. Here's one place where amphibian 
automobiles would make a hit. FLASHES 
OF THE PAST — 1. 1910-1925. The pulsing 
historical drama of the past 15 years has 
been preserved in graphic record by the 
Pathe News. It now resurrects the great- 
est chapters of this epoch to make history 
repeat itself before your eyes. 2. Chapter 
VII. The seventh installment of this re- 
view begins in 1919 with the homecoming 
parade, in New York, of those "Fighting 
Marines." 3. Led by their battling com- 
mander, Maj. Gen. Lejeune. 4. Meanwhile, 
another type of conflict goes on in Ireland, 
where civil war wages throughout 1920 be- 
tween the Black and Tans and Sinn Fein. 

5. Terence MacSwiney, Lord Mayor of Cork, 
who died after a hunger strike of 74 days. 

6. Ireland a Fre.' State! Treaty with Eng- 
land paves the way to peace after cen- 
turies. 7. America pays supreme tribute to 
her gallant dead as the Unknown Soldier 
is enshrined in the nation's capital. 8. In 
November, 1921, five great Allied heroes 
are united in times of peace at the Ameri- 
can Legion convention in Kansas City. 9. 
Gen. Jacques of Belgium. 10. Gen. Diaz of 
Italy! 11. Admiral Beatty of Great Bri- 
tain. 12. General Pershing. 13. Marshal 
Foch. 14. Additional chapters, showing 
pictures of historical events from 1922 to 
1925, will be released in succeeding issues 
of the Pathe News 15th Anniversary Series. 
IN THE LIMELIGHT — WASHINGTON, D. 
C. — Col. Mitchell's charges of incompetency 
in Army-Navy air service groundless, air- 
craft board reports to Pres. Coolidge. DA- 
MASCUS, SYRIA— Biblical city laid in ruins 
by French attack. Pathe News presents 
exclusive pictures of vast devastation 
wrought in Damascus by bombardment. 
RIDING THE OCEAN ROLLS— A Pathe 
News Fifteenth Anniversary Feature. 



Added to Sennett Staff 

Mack Sennett announces an addition to his 
staff of comedy writers who devise fun for 
this producer's Pathe comedies, which will 
help make "Laugh Month" a merry success. 
The newcomer is James Gruen, well known 
scenario and continuity writer. He is now 
busily engaged with Jefferson Moffitt in the 
preparation of a story for Ralph Graves. 




This gives you a faint idea of the proceedings in Mack Sennett? s "Hot Cakes For 
Two," released by Pathe. That's Alice Day on the step-ladder listening to the 
uke's strains, which are plunked out, so sweetly, but which, somehow, come out 

oh, to tour I 



Page 36 



Exhibitors Trade Review 




Glenn Tryon has occasion to indulge himself a few pants in this scene of Hal 
Roach's "Long Pants," a two-reeler released by Pathe 

Eileen Percy, Stuart Holmes To Support 
Clyde Cook in Pathe Comedy 



Eileen Percy and Stuart Holmes have been 
engaged by Hal Roach to play with Clyde 
Cook in the next Cook comedy just entering 
production under the direction of James W. 
Home. Cook has just completed a Pathe 
comedy, tentatively titled "Furious Future," 
under the direction of Richard Wallace. 

Both Miss Percy and Holmes are two pop- 
ular players in features, and their advent into 
the "short features" which Hal Roach is sup- 
plying as an "act" to the >Keith Circuit, as 
well as receiving the best possible motion 
picture theatre presentation throughout the 
country, mark a further step in the idea of 
casting Hal Roach comedies with feature 
standard players. 

Katherine Grant, Sue O'Neil, Charlotte 
Mineau and Jack Clifford have been cast with 
Glenn Tryon in the new Tryon just started 
under the direction of Fred Guiol. Miss 
Grant just completed a prominent role with 
Clyde Cook in "Furious Future," and has 
been going so rapidly from one role to an- 
other that she is unquestionably one of the 
busiest of film actresses. 

The Tryon unit will start with location 
work near Moyave, California. 

Laura De Cardi, an Italian beauty, who 
was given her first role in Clyde Cook's 
"Furious Future," has proved to be a "vamp" 
type of most unusual personality. Miss De 
Cardi has been on the stage in musical com- 
edy, pantomime spectacles and dance pre- 
sentations since she was a child of twelve. 
She received her training in Paris, Rome, 
Naples, and New York. In the' last-named 
city she studied at Sargent's Academy for a 
year. She is tall, slender, graceful and pos- 
sesses vivid brown eyes which register with 
directness and simplicity any emotion she 
wishes to convey. 

RED SEAL'S LINE-UP 
FOR "LAFF" MONTH 

"Laugh Month" will be represented by a 
goodly number of short feature product to be 
released by Red Seal Picture Corporation, 
according to president Edwin Miles Fadman, 
of Red Seal, who prepared an extra large 
quota of diversified featurettes for this 
period. 

There will be four issues of the Animated 



Marcus Hair Cartoons : three, four, five and 
six. Characters depicted in the third are: 
Lady Astor, David Belasco, Clara Kimball 
Young, Billie Burke, and Larry Semon ; the 
fourth includes : W. H. Taft, General Joffre, 
Napoleon, Morgan, Hayakawa, Lenin, La- 
Follette and Galli Curci ; the fifth has 
Shakespeare, Barrymore, Bebe Daniels, John 
Drew, Dorothy Dalton, and Thomas Meigh- 
an; the sixth includes: Bryan, Briand, Jose- 
phus Daniels, Lloyd George, Roosevelt, Jr., 
Roosevelt, Sr., Clemenceau and Cardinal 
Mercier." 

Two of the Song Car-Tune releases will 
consist of those well known favorites, 
"Dixie" and "Sailing." Three Out of the 
Inkwells will be "Ko-Ko Packs Up," "Ko-Ko 
Eats," and "Ko-Ko Steps Out." 




r 



IOC 



Rules for Laugh Month 
Exploitation Contest 

o 

Contest open to all exhibitors or H 
theatre employees responsible for g 
exploitation campaigns. 

Campaigns can include advertising, 
posters, publicity, tie-ups, ballyhoos 
and any form of exploitation. 

Description of campaign not over . 
O 200 words must be sent with entry. 2 
[| Proofs or clippings of ads and pub- Q 
O licity stories and photographs of O 
ballyhoos or other displays must be 
submitted. 

All campaigns to be eligible for 
prizes must tie up with Laugh 
Month. 



jj If campaign is based on a particular I 
q comedy it must be in the Short q 
Feature class (not over three reels). 
Prizes are as follows for each of the 
four weeks: 

1st prize . . . .$100.00 

2nd prize 50.00 

3rd prize 25.00 

4th prize .... 12.50 
10.00 



D 

5th prize 10.00 

and three additional prizes of $5.00 
each. 



I0E30E 



Educational Strong On 
'Short" Tie-Ups 



This is probably one of the peaceful 
parts of F. B. O.'s "A Peaceful Riot," a 
Blue Ribbon Comedy starring Alice Ardell 



Substantial proof that exploitation tips 
and national tie-ups are desired by exhibitors 
on Short Subjects, is offered by the tremen- 
dous response to the window tie-ups arrang- 
ed for by Educational with the National Bis- 
cuit Company on its Barnum Animal Crack- 
ers and the two-reel Educational Pictures 
Special "Wild Beasts of Borneo." 

Within a period of only five days, Novem- 
ber 21 to 25 the New York Educational Ex- 
change has had requests for tie-ups from 
fifteen theatres. These theatres are the Cos- 
tello, Mr. Morris and Clinton Theatres of 
New York City, The New Colonial, Kismit, 
State, Sumner, Republic, Roebling, Gem and 
Meserole Theatres, of Brooklyn, The Vic- 
toria of Elmhurst, L. I., Hyperian and Palace 
of Corona, L. I., and the Forest Hills Thea- 
tre of Forest Hills,, L. I. 

In a few of the above instances the theatres 
will purchase at a special price (ten percent 
less than wholesale) from the National Bis- 
cuit Company, a quantity of full size pack- 
ages of Barnum Animal Crackers, for free 
distribution to children who attend a special 
matinee with a grown person. 

Another play under consideration calls for 
purchasing the animal crackers in bulk and 
inserting several in an envelope on the out- 
side of which is printed the following: 

THESE ANIMALS ARE THOR- 
OUGHLY TAME AND HARMLESS 
— they are samples of Barnum Animal 
Crackers from the National Biscuit 
Company bakeries. 

If you want to see ferocious wild ani- 
mals being captured alive — see the new 
Educational Pictures Special "WILD 

BEASTS OF BORNEO" at : 

Theatre 

An exploitation tie-up of this magnitude on 
a Short Feature would seem to make it cer- 
tain that now even the most hard-boiled 
opponent of short Feature exploitation must 
admit that it CAN and IS being done. 



December 12, 1925 



Page 37 



Production Chart with Review Dates 



wmm 



fflUllffllllllMlllfllllM^ 



OCTOBER, 1924 



. .5727 
..7575 
, .6864 



.4611 

. .6320 
.6100 
. .6750 



O 4800 

O 4700 

O 4850. 



Title Star Distributor Length 

Lily of the Valley Chrissie White Cranfield & C..6289 

Trouping with Ellen Helen* Chidwiok. Prod. Dis 6452 

Virtue's Revolt Edith Thornton ..Win. Steiner 5175 

Daring Chances J. Hoxie Universal ....4543 

Story Without a Name . . Moreno- Ayres ...Paramount ..5912 

Circe the Enchantress ...M. Murray Metro 6882 

City That Never Sleeps .Cortez Paramount ..8097 

Tarnish May McAvoy First Natl. ...6831 

Hearts of Oak H. Bosworth ....Fox 6337 

Turned Up Chas. Hutchinson.. Steiner Prod. 4990 

Life's Greatest Game ...Johnnie Walker ..F. B. O 

The Clean Heart Marmont Vitagraph ...7950 

Fast & Fearless Buffalo Bill, Jr. Artclass 4600 

The Fast Worker Denny-LaPlante ..Universal ....6896 

Cornered Prevost Warner Bros. 6400 

Measure of s Man Win. Desmond ...Universal .4979 

1 Am the Man Lionel Barrymore .Chadwick . 7460 

Ridin' Kid from PowderRiver J. Hoxie .Universsl 

The Silent Watcher G. Hunter First Nstl. 

Dangerous Money Bebe Daniels ....Paramount 

The Bandolero All-Star Metro 5600 

Madonna of the Street* . . Nazimova-Sills ...First Natl. ..7507 

The Painted Flapper Kirkwood-Garon .Chadwick ....5551 

Winner Take All Buck Jones Fox 5949 

Western Wallop J. Hoxie Universal ., 

Rose of Paris M. Philbin Universal . 

Welcome Stranger All-Star Prod. Dist. 

Her Love Story Swanson Paramount.. 

Walloping Wallace Buddy Roosevelt .Artclass 

Millionaire Cowb*y Lefty Flynn F. B. 4700 

Broken Law* Mrs. Wallace ReedF. B. O 

Dangerous Flirt Evelyn Brent F. B 

Thundering Hoof* Fred Thomson . . . F. B. 

Pearls of Paris Pearl White F. B. 

The Border Legion Moreno-Chadwick. Paramount. .. .7058 

The Warrens of Virginia. .M. Mansfield Fox 6538 

Midnight Express Fairbanks-Novak.. Shipman Prod. 4570 

Let Him Buck Carter Sanford Prod 

The Captivatin' Cannibal. ..Franey Sanford Prod 

Stepping Lively R. Talmadge F. B. 4800 

Great Diamond Mystery. . . S. Mason Fox 

The Hunted Woman Special Fox 

Midnight Secrets G. Larkin Rayart 4500- • 

Hit and Run Gibson Universal 

Ridln' Mad Yakima Canutt Arrow 577! 

Christine of Hungry Heart. F. Vidor First Nat'l ..7495 

NOVEMBER 

rif/« Star Distributor Length 

Strangling Threads Alma Taylor Cranfield & C..5410 

The Tenth Woman Star Cast Warner Bros. .6544 

The Beauty Prize Star Cast Metro .6756 

Romance and Rustlers Hatton Arrow 4947 

Reckless Romance All Star Prod. DIs. ..5530 

The Girl on the Stair*. . .P. Ruth Miller Prod. Di«. .6020.. 

The Snob Shearer-Silbert.. . .Metro 6513 

Manhattan Logan-Dix Paramount ...6415 

Th* Only Woman N. Talmadge First National 6770 

Border Justice Bill Cody Independent ..5432 

Flattery De la Motte Chadwick ..6 reels 

Youth for Sale May Allison C. C. Burr... 6100 

The Sunset Trail Wm Desmond Universal 4920 

The Rip Snorter. Dick Hatton Arrow 4998 

Th* Tornado House Peter* ....Universal ....6375 

Worldly Goods Agne* Ayres Paramount ..6800 

A Sainted Devil Valentino Paramount ..8633 

Waget it Virtue Swanson Paramount ..7093 

He Who Gets Slapped Chaney Metro 66001 

Janice Meredith Davies Co*mopolltanl2000 

The Silent Accuser E. Boardman Metro 5883 

Along Came Ruth V. Dana Metro 5161 

Barriers Burned Away. ..Spec. Cart Assoc. Exhib 

The Brs»* Bowl Lowe Fox 4500 

Age of Innocence B. Bayne Warner Bros. 

Trigger Finger* Bob Custer F. B. 4795 

Sold for Cash Madge Bellamy ..F. B. O 

Hall the Hero R. Talmadge F. B. O 

Greater Than Marriage. . .Daw Vitagraph 6821 

The Beloved Brute de 1* Motte Vitagraph 6719 

Outwitted Desmond-Holme*... Independent . .5548 . 

Just Mary Harlan Rayart 4800. 

The Pell Street Mystery. .G. Larkin Rayart 4870. 

Trail Dust D. Dunbar Rayart 

Midnight Secret* G. Larkin Rayart 4700. 

The Speed Spook J. Hines Ea»t Coast... 6700 

Law or Loyalty Lawson-Harri* ...Elfert 6500- 

Left Hand Brand Neal Hart Ambassador .5000. 

Shootin' Square Jack Perrin Ambassador .5000. 

My Husband's Wive* S. Mason Fox 6000 

Gerald Cranston'* Lady. . Kirkwood-Rubens... Fox 6674 

Rip Roarin' Roberta Buddy Roosevelt. .Artclass 4800. 

Meddling Women Lionel Barrymore. Chadwick ....6800 

Sundown Bosworth-Love ...Fir*t Nation. 6700 

East of Broadway Owen Moore Assoc. Exhib. 5785 

I* Love Everything Alma Ruben* Assoc. Exhib 

Hot Water Harold Lloyd Assoc. Exhib. 4899 

DECEMBER 



Title Star 

A Soul'* Awakening Flora Le Breton. 

The Garden of Weed*. .. .Betty Compson 



Distributor Length 
.Crsnfleld & C..5597 
. Fam. Players 6230 



Review 
June 28 
Dec. 6 
Oct. 18 
Oct. 18 
Oct. 18 
Oct. 18 
Oct. 18 



Oct. 11 
Oct. 11 
Oct. 11 
Oct. 4 
Oct. 
Oct. 
Oct. 
Oct. 
Nov. 
Nov. 
Nov. 
Nov. 
Nov. 
Nov. 
Oct. 25 
Oct. 25 
Oct. 25 
Oct. 25 
Oct. 25 
Oct. 25 



Nov. 29 



Jan. 10 
Dec. 13 



Nov. 15 
Nov. 15 
Nov. 29 



Oct. 25 
Nov. 22 



Aug. 30 
Nov. 22 
Nov. 22 



Review 

Sept. 20 
Nov. 22 
Nov. 22 
Nov. 22 
Nov. 22 



Nov. 8 
Nov. 8 
Nov. 8 
Nov. 8 
Nov. 8 
Nov. 15 
Nov. 15 
Nov. 15 
Nov. 15 
Nov. 15 
Dec. 6 
Dec. 6 
Nov. 22 
Aug. 23 
Nov. 22 
Aug. 2 
Jan 3 
Nov. 29 



Dec. 13 



Dec. 13 
Nov. 29 



Aug. 30 



Nov. 22 
Dec. 6 



Oct. 18 

Nov. 29 

Nov. 22 

Nov. 15 

Nov. 8 



Review 
Sept. 6 
Nov. 22 



Title Star Distributor Length Review 

Tongues of Flame Meighan-Love ...Fam. Players 6763 Jan. 3 

Flaming Forties Harry Carey Prod. Dis....5770 

Dixie .Handicap C. Windsor Metro 6500 Jan. 10 

The River Road Hamilton- Allison. .Ernest Shipman 

The Midnight Express . ,E. Hammerstein ..C. B. C 4900 Dec. 13 

Women First Fairbanks-Novak. . C. B. C 4797. 

One Glorious Night E. Hammerstein . . C. B. C....5000. 

*50,000 Reward K. Maynard Blfelt 5000 Dec. 

Under Firo Bill Patton Blfelt 

My Neighbor's Wite Lawson-Harrl* ...Blfelt 5300 

Love and Glory Bellamy Universal ...6900 Aug. 23 

Fighting Odds ....Bill Patton Ambassador .4800 

Plaything* of Desire i aylor- Hamilton ..Jans 

White Sheep Olenn Tryon Assoc. Exhib. 6800 Dec. 20 

Barrier* Burned Away...F. Mayo Assoc. Eixhib. 6474 Jan. 3 

Battling Bunyan w'ealey Barry ....Pathe 4000 Dec. 27 

Classmates tsgrthelmes* Inspiration . .6500 Dec. 6 

t-orbidden Paradise Star Cast Paramont ...6991 Dec. 6 

Cornered Star Cast Warner .. Dec. 6 

White Shadow Star Cast Prod. Dis. ..6157 Dec. 6 

Her Nignt of Romance C. Talmadge First National.6990 Dec. 6 

Isn't Life Wonderful? Star Case United Artists 8800 Dec. 13 

Greater Than Marriage. ... Star Cast Vitagraph ....6821 Dec. 13 

The Wise Virgin Star Cast Prod. Distrib. 5951 Dec. 13 

Thundering Hoof* Special F. B. 5033 Dec. 13 

The Dark Swan All Star Warner 6700 Dec. 13 

Lighthouse by the Sea Faz'da Rin Tin TinWarner Dec 13 

Inez from Hollywood Star Cast First Nat'l ..6919 Dec 20 

Barriers of the Law Special Independent 5000 Dec. 20 

North of 36 Holt Paramount ..7908 Dec. 20 

In Every Woman'* Life. .. . Virginia Valli First National 6325 Dec. 20 

Her Marriage Vow M. Blue-B. BayneWarner 6500 Dec. 20 

Girls Men Forget Star Cast Principal ...4900 Dec. 20 

Greed Sa Zu Pitts Metro-Gold. 10067 Dec. 20 

The Roughneck O'Brien-Dove Fox 7500 Dec. 20 

The Mad Whirl McAvoy-Mulhall. .. Universal ...6000 Dec. 13 

On the Stroke of Three riarlan-Bellamy. . . F. B. 5000 Dec. 13 

Smouldering Fires P.Frederick Universal ...7356 Dec. 20 

Passing of Wolf McLean Russell Prod. 5000 Dec. 20 

Air Hawk Al Wilson F. B. 4800 Dec. 27 

On Probation Edith Thornton ...Steiner Prod. 4728 Dec. 27 

Daughters of the Night Fox 5470 Dec. 27 

Lover's Lane Star Cast Warner 4300 Dec. 27 

Last Man Star Cast Ufa Films . .6637 Dec. 27 

Legend of Hollywood Special Prod. Distrib Dec. 27 

Two Shall Be Born Special Vitagraph ...5443 Dec. 27 

Tainted Money William Fairbanks C. B. C 4906 May 16 

Flashing Spurs Bob Custer F. B. 5068 May 16 

Cheap Kisses Rich-Landis F. B. 6538 Feb. 7 

Breed of the Border "Lefty" Flynn . . . F. B. 4700 Mar. 28 

Courage Franklin Farnum Independent 4756 



JANUARY, 1925 



Title Star Distributor Length Review 

The Greatest Love of All Geo. Beban Ass. Eixhib 6557 Nov 29 

Eixcuse Me Shearer-Nagei . Mero 6408 Feb 7 

Phantom Shadows Ferguson-Conley .Flem. Prod. ..5000 

Scarlet and Gold Al Ferguson Flem. Prod. ..5000 

Gold Heels Agnew Fox 6020 Feb t 

Miss Bluebeard Bebe Daniels ....Paramount ...6453 Feb 7 

The Golden Bed La Rocque Paramount ...8584 Jan 31 

Man Must Live Richard Dix Paramount ..6116 Feb 7 

Red Rock Thomas Meighan .Paramount ...6500 

Frivolous Sal Eugene O'Brien ..hirst Natl 7307 Jan 31 

As Man Desires Spec. Cast First Natl 7790 Jan 24 

How Baxter Butted In . . . Willard Louis Warner Bros. .5200 Jul 11 

Fear Bound Daw-Nigh Vitagraph ....5500 Mar 7 

The Gambling Fool F. Farnum Independent ..4700 May 30 

Her Game Florence Reed ...Independent .5000 

Riding Grit Bill Cody Independent .4663 

Branded A Bandit Yakima Canutt ..Arrow 4778 

Vic Dyson Pays B. Wilson Arrow 4880 

The Cactus Cure Dick Hatton Arrow 4600 

Sand Blind Ben Wilson Arrow 4800 

Let Women Alone All Star Prod. Distrib. ... Feb. 21 

On the Shelf All tar Prod. Dist. ..5000 

Soft Shoes Han-> Carey Prod. Dist. ..5000 

Off The Highway Jacqueline Logan Prod. Dist 

Midnight Molly Evelyn Brent F. B. 5000 Jan. 31 

The Range Terror Hob Custer F. B. 4800 Feb. 14 



The Street Singer 
For Another Woma 
Basy Money .... 
Super Speed . . 
Capital Punishir.tii 
The Hurricane 
Fighting Coun 



Star Cast Chadwick ...5500. 

Kenneth Karlan ..Rayart 5000. 



Rayart 5500. 

Rayart 5000 

B. P. Schulberg . 
.Universal ...5296 

..Davis 5000 



Mary Carr 
. Reed Howes . 
. Clara Bow . . , 
. Hoot Gibson 
. . . Ken Maynard 

Ve'rdict = of the Desert ...Neal Hart Ambassador .5000 

A Lost Lady Rich Warner Bros. 6700 

So Big Star Cast Flr*t Nafl ..7427 

Locked Doors Betty Compson ..Paramount ..6221 

Fifth Avenue Models . . . . Philbin-Kerry Universal ...6581 

The Narrow Street Matt Moore Warner Bros. 5500 

Youth and Adventure . . . R - Talmadge F. B. O. . .5565 

Ports of Call Edmund Lowe ...Fox 5500 

Women and Gold Frank Mayo Gotham 6000 

Another Man's Wife . . . . Kirlcwood-Lee ...Prod. Dist. ..5015 

The Redeeming Sin Nazimova Vitagraph ...6227 

The Triflers . . . Busch-Dexter ....Preferred ...6626 

The Foolish Virgin .... Hammerstein ....Columbia ...5628 

Curlytop Shirley Mason ..Fox 5828 

The Fugitive Ben Wilson Arrow 4920 

Man Who Played Square Buck Jones Fox 6500 

Troubles of a Bride . . . . R. Agnew Fox 4915 

Idle Tongues Marmont-Kenyon .First Nat'l ..5300 

Last Man on Earth Earle Foxe Fox 6637 

The No Gun Man Lefty Flynn F. B. 4522 



Feb. 


14 


Jan. 31 


Jan. 


17 


Feb. 


7 


Jan. 


31 


Jan. 31 


Jan. 24 


Jan. 


24 


Jan. 


24 


Jan. 


24 


Jan. 


24 


Feb. 


7 


Feb. 


7 


Feb. 


7 


Jan. 


17 


Jan. 


17 


Jan. 


17 


Jan. 


17 


Jan. 


17 


Jan. 


17 


Jan. 


17 


Jan. 


17 



Page 38 



Exhibitors Trade Review 



Current Production Chart— Continued 



Title 



Star 



Distributor Length 



Moccasins Bill Cody Independent 

East ot Suez Pola Negri Paramount . 

Tomorrow's Love Ayres-O'Malley ..Paramount . 

Sign of the Cactus Hoxie .. ... Universal 

Ridin' Pretty W. Desmond ....Universal 

The Mirage F. Vidor Prod. Dist. . 

Peter Pan Betty Bronson ...Paramount 

A Two-Fisted Sheriff ...Canutt Arrow 

So This Is Marriage . . . . Nagel-Boardman .Metro 

Silk Stocking Sal Evelyn Brent K B. 0. 

Argentine Love Bebe Daniels ...Paramount . 

Courageous Coward ....Star Cast Russell Prod. 

Dangerous Flirt Evelyn Brent . . . . F. B. O. 



4800 
.5821 
.5842 . 
.4938 
.4812 
.5770 
.9593 
.4537 
.6300 
.5637 
.5970 

4642 
.5297 



FEBRUARY 



Title Star 

Back to Life Patsy Ruth Miller 

Cheaper to Marry l. btone 

Lady of the Night norma Shearer .. 

Never the Twain Shall Meet Ail Star 

Speak No Evil Alma 1 aylor 

Comin' Thru' the Rye ..Mar Cast 

Crimson Circle All Star 

Dick Turpin Tom Mix 

The Folly of Vanity Special Cast 

Top of the World Nilsson-Kirkwood 

Coming Thru' Thomas Meighan 

The Devil's Cargo Pauline Starke 

Forty Winks Griffith-Roberts .. 

The Swan Adolph Menjou . 

l ampered Youth Landis-Calhoun .. 

Charley's Aunt Syd Chaplin 

Her Market Value Agnes Ayres 

The Girl of Gold Florence Vidor . . 

On the Threshold All Star 

Salome of the Tenements Goudal-Tearle 

Speed Wild "Lefty" Flynn .. 

The Cloud Rider Al Wilson 

Pirate Peggy O'Day .... Evelyn Brent 

Forbidden Cargo Evelyn Brent 

When Winter Went Griffith -Mirriam .. 

Dangerous Pleasure . . . N. Welsh 

Who Cares . D. Devore 

One Year to Live A. Pringle 

The Fearless Lover William Fairbanks 

Siren of the Montmarte . All Star 

Enticement Mary Astor 

The Lady Norma Talmadge . 

If I Marry Again Bosworth-Mayo .. 

The Lost World Milton Sills 

Secrets of the Night . . . . Bellamy-Kirkwood 

The Monster Lon Chaney 

Roaring Adventure Jack Hoxie 

The Great Divide Terry-Tearle 

Bad Company Madge Kennedy . . 

Learning to Love C. Talmadge 

The Salvation Hunters . . G. Hale 

As No Man Has Loved . Pauline Starke 

New Toys R. Barthelmess . . 

Oh Doctor! Reginald Denny .. 

Mansion of Aching HeartsClayton-Landis . . 

The Last Laugh Emit Jannings ... 

The Prairie Wife H. Rawlinson 

The Summons ; Eleanor Boardman 

Tale of 1001 Nights French Cast 

Quo Vadis Emil Jannings ... 

Playing With Souls J. Logan 

Jimmie's Millions R. Talmadge .... 

The Right Man George Larkin .. 



Distributor Length 
Assoc. Ex. ..5817 

Metro 5921 

Metro i>tii> 

Metro 8 ii3 

Ciunrield 5500 

Crantield bMJU 

Cranrteld 4500 

Fox t>7 16 

Fox 5258 

Paramount ..7167 
Paramount ..6522 
Paramount ..7980 
Paramount . .6793 
Paramount . .5889 
Vitagraph ...8640 
Prod. Dist. ..7500 
Prod. Dist. ..6000 
Prod. Dist. . .6500 

Prod. Dist 

Paramount ...7017. 

F. B. 5500 

F. B. 5500 

F. B. 4700 

F. B. 5000 

Independent .5000 
Independent .5800 
Independent . .5000 
First Nat'l . .6064 

C. B. C 4700 

Elfert Prod. .5400 
First Nat'l ..6224 
First Nat'l ..7357 
First Nat'l ..7242 
First Nat'l . .9700 
Universal . . . .6138 

Metro 6425 

Universal . . .4800 

Metro 7811 

Assoc. Exhib. 5551 
First Nat'l ..6099 
United Art. ..5930 

Fox 

First Nat'l ..6000 
Universal . . . .6587 

°referred 6147 

Universal 

Metro 5808 

Metro 5500 

Davis Corp. 6800 
First National 8745 
First National 5831 

F. B. 4157 

Rayart 4571 



MARCH 



Title Star 
The Adventurous Sex .... Clara Bow . 

Where Romance Rides . . D. Hatton 

The Lost Chord Lake-Powell ..... 

Fighting the Flames Devore-Haines ... 

Contraband Wilson-Beery .... 

Thundering Herd Holt-Wilson 

The Goose Hangs High .Star Cast 

New Lives for Old Betty Compson . . 

Too Many Kisses R. Dix 

The Air Mall W. Baxter-B. Dove 

Men and Women Dix-Hamilton 

Dressmaker From Paris . Joy-Torrence 

Playing With Souls M. Astor-C. Brook 

Sally Moore-Hughes ... 

One Year to Live Moreno-Mackaill . 

The Denial All Star 

Seven Chances Buster Keaton . . . 

Daddy's Gone a-Hunting Alice Joyce .... 
Confessions of a Queen Alice Terry . . 

Fighting Courage Ken Maynard . 

The Bridge of Sighs . ..Mackaill 

Fear Bound Daw-Nigh .... 

The Chorus Lady Star Cast .... 

Miracle of the Wolves . . French Cast . 

Grass 

Man Without a Heart ..Harlan ..... 

Chu Chin Chow Betty Blythe 

The Saddle Hawk Hoot Gibson . 

The Rag Man Jackie Coogan 

The Star Dust Trail S. Mason 

Recreation of Brian Kent Harlan 

The Trail Rider Buck Jones ... 

On Thin Ice Tom Moore .. 

Riders of the Purple Sage Tom Mix 

The Man in Blue .... Rawlinson 

Mansion of Aching HeartaClayton 

Slow Dynamite Matty Mattison 

Battlin* Bill All Star 



Distributor Length 
Assoc. Exhib. 5120 

Arrow 5000 

Arrow 6751 

C. B. C. ..5814 
Paramount . .6773 
Paramount . .5000 
Paramount ..6770 
Paramount . .6796 
Paramount ..5759 
Paramount . .6976 
Paramount . .6223 
Paramount . . 7O«0 
First Nat'l ..5831 
First Nat'l . .8R94 
First Nat'l ..6064 

Metro 4791 

Metro 51 T3 

Metro 5951 

Metro 5500 

Davis 4°00 

Warner Bros. 6604 
Vitagraph ...5700 
Prod. Dist. . .6020 
Paramount . .8700 
Paramount . .7000 

Banner B598 

Metro 8408 

tTn'Versal ... .4419 

Metro 5Pfi8 

Fov 4fi«fi 

Principal . . . .6879 

Fox 5752 

Warner Bros. fiTm 

Fox .W3 

Universal . . . 5B34 
^"tinthorg . . .fili? 

San ford 5nn«) 

San ford 5000 



Review 


Jan. 


17 


Jan. 


17 




17 


Jan. 


17 


Jan. 


17 


Jan. 


17 


Jan. 


10 


Jan. 


10 


Jan. 


10 


Jan. 


10 


Jan. 


10 


Jan. 


10 


Jan. 


10 


ieview 


Feb. 


28 


Feb. 


21 


Mar. 


28 


Aug. 


15 


Feb. 


1 4 


reD. 


1 A 


Feb. 


28 


r.L 

reb. 


21 


reb. 


1 4 


reb. 


- 1 


Mar. 


21 


Mar. 


7 


Feb. 


2i 


, Mar 


14 


Mar. 


14 


June 


6 


Mar. 


21 


Apr. 


18 


Feb. 


28 


Feb. 


28 


Feb. 


21 


Jan. 


31 


Feb. 


28 


Jan. 


3 


Feb. 


28 


Feb. 


21 


Feb. 


21 


Feb. 


21 


Feb. 


14 


Feb. 


14 


Mar. 


14 


Mar. 


14 


Dec. 


6 


Apr. 


14 


May 30 


Mar. 


14 


May 


2 


Apr. 


11 



APRIL 



Revie 



Jan. 3 

Sep. 15 

Apr. 1 1 

Mar. 14 

Mar. 28 

Mar. 14 

Mar. 21 

Apr. 18 

Apr. 11 

Mar. 28 

May 2 

Apr. 4 

Feb. 28 

Mar. 28 

Mar. 28 

Mar. 14 

Apr. 4 

Julv 11 

Apr. 11 

Mar. 7 
Mar. 
Mar. 
Mar. 
Mar. 
Mar. 

Mar. 21 

Mar. 21 

Mar. 21 

Mar. 21 

Mar. 28 

Apr. 4 

Apr. 4 

Apr. 4 

Apr. 4 



Distributor Length 
Assoc. Exhib. 5980 
Assoc. Exhib. 5000 

Arrow 5000 

Cranfleld & C.6C00 
4800 

67 

Paramount 
Paramount 
Paramount 
Paramount 



TitU Star 

The Sky Raider Jacqueline Logan. 

Among Those Present . . . Harold Lloyd . . . 

My Pal Dick Hatton ... 

Justice Raffles Henry Edwards . 

My Neighbor's Wife All Star Elfelt 

A Kiss in the Dark Menjou. -1. Rich ..Paramount 

Code ot the West Owen Moore . 

The Spaniard Cortez-Goudal 

The Cflarnier Hola Negri ... 

Mine. Sans-Gene Gloria Swanson 

The Crowded Hour Daniels-K. HarlanParamount 

The Night Club jriffith-V. Reynoid6 Paramount 

Adventure P. Starke-T. Moor. Paramount 

Her Husband's Secret . . . Moreno-D. T reneeFirst Nat'l 

1 Want My Man M. Sills-D. Kenyonrirst 

The Wolf Man John Gilbert First 

One Way Street Lyon-Nnsson ....First 

Declasse C. Grimth-L. Hu'esrirst 

My 6on Naiimova-J. P'foru First 

Heart of a Siren LaMarr-Tearle ...First 

His Supreme Moment . . .Sweet-Colman ...First 

Chickie Mackaill-Bosworth First 

The Fool All Star Fox 

Gold and the Girl Buck Jones Fox 

Marriage in Transit . ... El Lowe Fox 



Nat'l 
Nat'l 
Nat'l 
Nat'l 
Nat'l 
Nat'l 
Nat'l 
Nat'l 



. .Si 
. .6777 
. .5500 
. .5988 
. .9994 
. .6558 . 
. .oloZ 
. .6602 
. .6150 
. .61T5 
. .5000 
. .5000 
. .7869 
. .7700 
. .6700 
. .6564 
. .7600 
. .9500 
. .4512 
4800 



. .4684 
. .4720 
. .5641 

4714 
5287 



Champion of Lost Causes E. Lowe Fox 5115 

Scar Hanan Yakima Canutt . . . F. B. 4684 

That Devil Quemado Fred Thomson ...F. B. 4720 

Love's Bargain M. Daw-C. BrookF. B. 

Tearing Through R. Talmadge . . . . F. B. 

The Ridin' Comet Yakima Canutt . . . F. B. 

The Sporting Venus B. Sweet Metro 6000 

Zander the Great Marion Davies ...Metro 6S44 

The Way of a Girl All Star Metro 5025 

Man and Maid All Star Metro 5307 

Proud Flesh All Star Metro 5770 

Beyond the Border Harry Carey ...Prod. Dist. ..5000 

The Crimson Runner . . . Priscilla Dean ...Prod. Dist. ..5500 

Beauty and the Bad Man. All Star Prod. Dist. ..5000 

Friendly Enemies Weber & Fields ..Prod. Dist. ..6288 

Stop Flirting All Star Prod. Dist. ..6161 

Private Affairs All Star Prod. Dist ...6132 

The Courageous Fool ....Reed Howes ....Rayart oOOO 

Winning A Woman Perrin-Hill Rayart 4eb5 

Getting 'Em Right George Larkin . Rayart 4669 

The Boomerang Stewart-Lytell . . . B. P. Sh'Iberg 6714 

Faint Perfume All Star R. P. Sh'berg 6228 

Straight Through William Desmond . Universal ...4867 

Fighting Back William Desmond . Universal ...4750 

California Straight Ahead. Reginald Denny ..Universal ...7000 

The Price of Pleasure. .. Valli-Kerry Universal ...6600 

The Phantom of the Opera Lon Chaney Universal ....8464 

Dangerous Innoeence . . . . LaPlante-O'Brien Universal ...6449 

Roaring Adventure Jack Hoxie Universal ...4657 

Barre Son of Kazan ...Anita Stewart ...Vitagraph ...6803 

Tides of Passion Mae Marsh Vitagraph ...6335 

Waking Up the Town ...Jack Pickford United Artists 4802 

Gold and Grit B. Roosevelt Artclass 4650 

On the Go Buffalo Bill, Jr. .. Artclass 4825 

School for Wives Tearle-Holmquist Vitagraph ....6182 

Sackcloth and Scarlet. ... Alice Terry Paramount ...6732 

Forbidden Cargo Evelyn Brent F. B. 4850 

Lilies of the Street V. L. Corbin F. B. 7216 

0. U. West Lefty Flynn F. B. 5000 

Ranger Bill All Star Sanford 5000 

The Silent Pal Thunder (dog) ..Gotham 6000 

The Woman Hater Chadwick Warner Bros. .6591. 



MAY 

Title Star 

The Fugitive Ben Wilson 

Wolves of the Road Yakima Canutt ... 

Lunatic at Large Henry Edwards ... 

The Cracker Jack Johnny Hines .... 

Alias Mary Flynn Evelyn Brent . 

Speed Wild Lefty Flynn 

The Bandit's Baby Fred Thomson ... 

Sporting Grit Richard Talmadge 

White Thunder Yakima Canutt ... 

White Fang Strong Hart 

The Fighting Demon Richard Talmadge 

The Texas Bearcat Bob Custer 

The Necessary Evil Ben Lyon-V. Dana 

Fine Clothes Stone Marmount .. 

Soul Fire Barthelmess-Love . 

Scandal Proof Shirley Mason ... 

She Wolves Rubens-Mulhall .. 

Wings of Youth Bellamy-Clayton .. 

Kiss Barrier Edmund Lowe . . . 

Everyman's Wife. . .Hammerstein-Mulhall ... 
The White Desert All Star 



Distributor Length 

Arrow 4500 

Arrow 4500 

C. & C 6000 

C. C. Burr . . 6700 

F. B. 5559 . 

F. B. 4700. 

F. B. 5291 

F. B. 5470 

F. B. 4550 

F. B. 5800 

F. B. 5470 

F. B. 4770 

First National 8307 

First National 697 1 

First National 8262 

Fox 4400. 

Fox 5783 

Fox 5340 

Fox 5000. 

Fox 4600 

Metro Gold'n 634>. 



Review 
June 6 



Apr. 18 
Apr. 25 
June 13 
Apr. 18 
May 2 
May 9 
May 16 
May 9 
Mar. 14 
Apr. 25 

Apr. 4 
Apr. 11 
Apr. 18 
Apr. 11 
May 2 
May 9 
May 9 
Apr. 18 
Apr. 25 
May 2 
May 9 
May 2 
Mar. 21 
May 23 
May 30 
May 30 
May 16 
Apr. 11 
Apr. 18 
Apr. 25 
May 23 
June 13 
July 11 
May 23 



Apr. 18 



Sept. 12 
June 13 
Sept. 21 
Mar. 28 
Feb. 21 
May 16 
May 9 
Apr. 18 
Apr. 18 
Apr. 18 
Apr. 18 
Apr. 4 
Apr. 18 
Apr. 25 
Apr. 25 

May 23 
Aug 1 



Review 
Jan. 17 



May 23 
Jun 20 
Jun 6 



June 20 

May 23 
Aug. 22 
May 16 



May 16 
May 23 



Aug. 1 
. Jul 11 



A Girl's Rebellion All Star Met.-Gold. .. 5000. 

Return of a Soldier All Star Metro Goldwyn ... 

Prairie Wife Rawlinson-Devore Met.-Gold. .. 6478 

Quick Change George Larkin Rayart 5052. 

The Snob Buster Reed Howes Rayart 5257. 

Golden Trails All Star Sanford 5000. 

My Lady's Lips All Star Schulberg ...6609. 

Up the Ladder Virginia Valli ....Universal ... 6023 

Burning Trail William Desmond. Universal ... 4783 

Raffles House Peters .... Universal . . . 5557 

Saddle Hawk Hoot Gibson Universal .. 5468 

Let Her Buck Hoot Gibson .... Universal . . . 4700 

A Woman's Faith All Star Universal ... 6023 

Dangerous Odds Bill Cody Independent ..5000. 

Eve's Lover All Star Warner 7237. 



May 30 



Aug 1 

June 6 
Apr. 18 
May 30 
Mar. 21 
Jan. 31 
Aug. 8 



Aug 15 



December 12, 1925 



Page 39 



Current Production Chart — Continued 



JUNE 



... Jul 4 

F. B. O. . . .5669 

F. B. 0. ...4473 Jul 4 

First National. 7571 Jul 4 

Gotham 6000 



Title Star Distributor Length 

Introduce Me Douglas MacLean. . Assoc. Exhib. 5610 

Ridin' Easy Dick Hatton Arrow 4500 

Man From Lone Mountain Ben Wilson Arrow 4500 

Mist in the Valley Alma Taylor C. & C 6003 

Smooth as Satin Evelyn Brent K B. 6003 

High and Handsome ....Maurice Flynn 

The Human Tornado Yakima Canutt 

The Making of O'Malley. .Sills-Mackaill 
Shattered Lives Roberts 

The Only Thing All Star Metro 5600. 

The Texas Trail Harry Carey Prod.. Dist. 5000. 

Double Fisted Jack Perrin Rayart 4918. 

Rough Stuff George Larkln ....Rayart 4764. 

The Crack of Dawn Reed Howes Rayart 523f. 

Youth's Gamble Reed Howes Rayart 5264. 

The Fear Fighter Billy Sullivan Rayart 5092. 

Pioneers of the West ...All Star Sanford 5000- 

I'll Show You the Town. . Reginald Denny ..Universal ... 7400 

Ridin' Thunder Jack Hoxie Universal ... 4354 

The Meddler William Desmond. . Universal ... 4890 

My Wife and I Irene Rich Warner 6920 

The Little French Girl ..Joyce-Brian Paramount .. 5628 

Any Woman Alice Terry Paramount . . 5963 

Old Home Week Meighan-Lee Paramount .. 6780 



Review 
Mar. 21 



Jul 4 



The Talker Nilsson-Stone 

The Desert Flower Colleen Moore .. 

Just a Woman Windsor-Moore . 

The White Monkey Barbara LaMarr. . 

Haunted Range Ken Maynard ... 

Cold Nerve Bill Cody 

Bandit Tamer F. Farnum 



June 13 
June 6 
June 20 
June 13 
June 20 
June 6 
June 6 



First National 7861 May 23 

Firs' National 6837 Jun 20 

.First National 6363 J un 13 

. First National 6121 Jun 20 

• Davis 4900 Sept. 19 

• Independent . .5000 

. Independent .5000 



JULY 



Review 



Aug 8 



6015 Aug 8 

5304 Mar 14 

.4838 

, .4626. 



Title Star Distributor Length 

The Secret of Black Canyon Dick Hatton Arrow 4500. 

The Strange Rider Yakima Canutt ..Arrow 4500 

Fighting Youth All Star Columbia 500o! 

The Thrill Hunter All Star Columbia 6000.. 

The Danger Signal All Star Columbia ... .5584" ... 'Aug 

The Speed Demon All Star Columbia 5000... 

Pipes of Pan Alma Taylor Cr. & Clarke. 6200. .!""!!! ! 

Tentacles of the North . All Star Davis Dist. .. .5000. 

The Mystery Box Wilson-Gerber .. Davis Dist. . . .500o! 

Twenty Years After Richard Talmadge F. B. 4800] 

The Bloodhound Bob Custer F. B. 4800! . . . . . . Jul i i 

Fighting Courage Ken Maynard ...Davis Dist. . .500o! \ \ . '. \ \ Jul 11 

The Marriage Whirl . ... . .Corrinne Griffith 1st. Natl 7672 "Aug 1 

The Lady Who Lied Stone-Valli 1st. Natl Villi ! . Jul 18 

Lightnin' Hunt-Bellamy ...Fox 8050 Aug 8 

The Love Gamble Lillian Rich Ginsberg ....6000 Jul 11 

Rugged Waters Wilson-Baxter Paramount 

Taming the West Hoot Gibson ....Universal 

Don Dare Devil Jack Hoxie Universal 

Red Clay William Desmond. . Universal 

Marry Me Vidor-Horton ....Paramount .. 5586. Aug i 

Parisian Love Bowl-Tellegen ...Schulberg .. 6000."!.'. Aug 22 

White Desert Windsor-O'Malley Metro 6464 Jul 11 

Pretty Ladies Moore-Pitts Metro 5828 Aug 8 

Grounds for Divorce Florence Vidor ...Paramount .. 5692 J u i (8 

Paths to Paradise Raymond Grffith ..Paramount .. 6741 J u l \\ 

Light of Western Stars ..Jack Holt Paramount .. 6850 Jul 4 

Lost — A Wife Adolphe Menjou ..Paramount .. 6420 Jul 4 

Beauty and the Bad Man Mabel Ballin Produc. Dis. 5794 Jul 11 

Awful Truth Asrnes Ayres Prod. Dist. .. 5917 

Happy Warrior All Star Vitagraph .. 7865 Jul 18 

After Business Hours . . . . E. Hammersteln ..Columbia.... 5600 

Man of Iron L - Barrymore . . . . Chadwick .. 6200 Jul 4 

Before Midnight Wm. Russell Ginsberg Dis. 4RR^ Jul 18 

An Enemv of Men Waldorf Prod. ...Columbia ....6000 

Timber Wolves K °n Mavnard ....Davis 50nr 

T ady Robinrood Evelyn B-ent F. B. 5582 

The Mysterious Str«n"er. . Richard Talmadge . F. B. &ip 

A Little Girl in a B : g Ctt> All Star Gotham 600" 

The Fighting Smile Pill Cody 'ndependent .5000 

Rough Going F. Farnum Independent .5000 

AUGUST 

Title Star Producer Length ■ Review 

American Pluck Geo. Walsh Chadwick 5900 Jul H 

A Slave of Fashion Norma Shearer ...Metro 5906 Aug 8 

Becear on Horseback ....All Star Paramount ..6874 

Business of love. The . . Bellamy-Horton ..Asfor 6038 

Children of the WhirlwindB-more-de la MotteArrow 6389 Oct 10 

Coming of Amos Rod 1 aRocque ...Prod. Dist. ..5677 Sep 19 

fnn O D. Fairbanks Unit. Artists 10200 

Drusilla With a Milli"" ..Kenneth Harlan . F. B. 7391 Jun 13 

"rucstore i^owooy, ine ..F. Farnum Independent .5000 Feb 14 

Evprlnsting Whisper. The T »m Mix Fox 6000 

r,ir< W"- '^n't Work All Star Schulberg ... .5979 Aug 22 

Gold Rush, The C. Chaplin United Artists 8700 Aug 29 

Oranstark Norma Talmadge .. First National 5900 Sep 21 

Halfway Girl, The l~>oris Kenyon ....First National 7570 Aug 8 

Headlines Joyce-McGregor 

Her S'sfer from Paris.... C. Talmadge . 

His Master's Voice Thunder (dog) 

In the Name of Love . . . . Cortez-Nissen . 

Isle of HoDe, The R. Talmadge F B. 5240. 

Kentucky Pride Walthall- Astor Fox 6597 Aug 29 

Knockout, The Milton Sills First National 7540 Sep 26 

Lover's Oath, The Ramon Navarro ..Astor 5845 

Lucky Devil, The Dix-Ralston Paramount ...5935 Jul 18 

My Pal Dick Hatton Arrow 4621 

Never Twain Shall Meet.. All Star Metro 8143 Aug 15 

Never Weaken Harold Lloyd Assoc. Exhib. 2941 Jul 25 

New Champion, The ....Perfection Prod. .Columbia ....5000 

North of Nome Arrow 5491 -. 

Off the Highway Bowers-d'I Motte.-Prod. Dist. ..7641 

Pps^nnate Youth All Star T rua rt 6400 Jul 18 

Penalty of Jazz Waldorf Prod. ...Columbia 6000 

Pretty Ladies All Star Metro 5828 Aug 8 

Range Justice Dick Hatton Arrow 4973 



. .Assoc. Exhib. 6000 Jul 7 

..First National 7250 Aug 15 

.Gotham 6000 

.Paramount ...5904 Sep 5 



Tttle Star Distributor Length 

Romola Lillian Gish Metro 5906. 

Scarlet West, The All Star First National 3390. 

Seven Days Lillian Rich Prod. Dist ..6974. 

Shining dventure, The . . . Marmont-Ballin ...Astor 5126. 

S.O.S. Perils of the Sea .. Columbia Prod. ..Columbia 6000. 

Sporting Chance Lou Tellegen ....Tiffany 5807. 

Street of Forgotten Men . . Marmont-Brian ...Paramount ...6366. 

Ten Commandments All Sar Paramount ...8000. 

That Man Jack Bob Custer F. B. 4993. 

Three in Exile All Star Truart 4446. 

Thrill Hunter, The Waldorf Prod. ...Columbia 6000. 

Texan's Oath, The Ken Maynard Davis 4600. 

Unholy Three, The l.on Chaney Metro 6848.. 

Unwritten Law, The Columbia Prod. ..Columbia 6000. 

Wizard of Oz, The Larry Semon ....Chadwick ....6300. 

Wrong-Doers, The Lionel Barrymore. Astor 6410. 

SEPTEMBER 

Star Producer Length 

Bob Custer F. B. 4452. 

Alma Taylor C'field-Clarke 5500. 

Love-Baxter Paramount ...6725. 

Rin-Tin-Tin (dog)Warner Bros. 6053. 
Prevost-Harlan ...Warner Bros. 7817. 
Gloria Swanson ..Paramount ...7000. 

All Star Davis 4700. 

Buck Jones Fox 6000. 

All Star Truart 6267. 

Mills-Tellegen Schulberg ...4825. 

F. Farnum Independent . 500Q. 

Tom Moore Assoc. Eixhib. 5400. 

M. Moore-Devore. Warner Bros. 7291. 

Jacqueline Logan.. F. B. 6006. 

Monty Banks Assoc. Exhib. 5800. 

Jack Perrin Rayart 5000. 

All Star Fox 7234. 

Tom Tyler F. B. 5182 . 

All Star Warner Bros. 7144. 

Dempsey - TaylcrAssoc. Exhib. 5620. 
Thos. Meighan ...Paramount ...7350. 

Owen Moore Jans 6000. 

Pringle - Nagle. .Metro 6147. 

Betty Bronson ...Paramount ...6349. 

All Star Schulberg 6000. 

E. Hammerstein ..Chadwick ....6300. 

H'stein - TellegenF. B. 6278. 

Bow-MacDonald ..Arrow 5473. 

Fred Thomson . . . F. B. 7518.. 

Kennedy- Welch ...Arrow 6923. 

Lytell-Rich Assoc. Exhib. 6800. 

Paul Richter Ufa 9000. 

Windsor-O'Brien .Tiffany 6500. 

Pat O'Mailey Universal ....6000.. 

Starke-Nagel Metro 5819. 

LaPlante-O'Malley Universal .—.6000.. 

Evelyn Brent F. B. 6074. 

Vidor - Menjou ..Paramount ...6489. 

H. Ford-C. AdamsFox 7264. 

R. Talmadge F. B. 5452. 

Irene Rich Warner Bros. 7125.. 

Holt-Ralston Paramount ...7164. 

Bebe Daniels ....Paramount ...5574. 

Alyce Mills Schulberg ....5333. 

All Star Banner 6000.. 



Review 
Aug 8 



Sep 12 



Aug 1 
Aug 8 



Aug 8 



Aug 15 
May 9 



Title 

A Man of Nerve 

Amazing Quest, The 

A Son of His Father 

Below the Line 

Bobbed Hair 

Coast of Folly, The 

Courage of Capt. Plum... 

Desert Valley, The 

Fighting Club, The . 

Free to Love 

Galloping Dude, The 

Greatest Thing, The 

His Majesty Bunker Bean. 

If Marriage Fails 

Keep Smiling 

Knockout Kid, The 

Lazy Bones 

Let's Go Gallagher 

Limited Mail, The 

Manhattan Madness 

Man Who Found Himself. 

Married 

Mystic, The ... 

Not So Long Ago 

Other Woman's Story 

Paint and Powder 

Parisian Nights 

Primrose Path, The 

Riding the Wind 

Scandal Street 

Ship of Souls 

Siegfried 

Souls for Sables 

Stella Maris 

Sun Up 

Teaser, The 

Three Wise Crooks 

Trouble With Wives 

Wheel, The 

Wall Street Whiz, The.. . 
Wife Who Wasn't Wanted 

Wild Horse Mesa 

Wild, Wild Susan 

With This Ring 

Wreckage 



Review 



Oct 3 
Oct 10 



Sep 12 



Oct 3 
Jun 20 
Jul 25 



Oct 17 
Oct 3 
Sep 19 
July 25 
Sep 5 



Sep 12 
Aug 15 
Oct 31 
Oct. 10 
Jun 6 
Sep 26 



Oct 24 



Sep 5 
Sep 5 



Aug 29 



Oct 10 
Aug 15 
Sep 5 
Oct 24 



OCTOBER, 



..Rayart 6000. 

..Fox 6978. 

..Paramount ...6546. 

..Davis 4800. 

.F. B. 5842. 



Title Star Distributor Length 

A Regular Fellow Griffith Brian ....Paramount ...5116. 

Beautiful City, The Dick Barthelmess .. First National 6466. 

Big Pal Wm. Russell Ginsberg 4543. 

Bobbed Hair Prevost-Harlan ...Warner 7817. 

Circus Cyclone, The Art Acord Universal ....4609. 

Classified Irene Rich Warner 6789. 

Compromise Reed Howes Rayart 5000. 

Crack of Dawn, The C. Griffith First National 6927. 

Down Upon Suwanee RiverThurman-Mack ...Lee-Bedford .6000. 

Everlasting Whisper, The .Tom Mix Fox . ..5611. 

Exchange of Wives Boardman-Cody . .Metro 6200 . 

The Fear Fighter Billy Sullivan .. 

Fighting Heart, The Geo. O'Brien ., 

Golden Princess. The Betty Bronson . 

Grey Vulture, The Ken Mavnard . 

Heads Up "Lefty" Flynn .. 

Hell's Highroad I eatrice Joy Prod. Dist. ..6084. 

His Buddy's Wife Glenn Hunter Assoc. Exhib. 5600. 

Iron Horse, The All Star Fox 10288. 

Keeper of the Bees Robt. Fraser F. B. 6712. 

Lights of Old Broadway .. Marion Davies ....Metro 6437. 

Lorraine of the Lions. ... Kerry-Miller Universal ....6750. 

Little Annie Rooney Mary Pickford ....United Artists. 8850 . 

lovers in Quarantine ... Bebe Daniels Paramount ...6570. 

Man on he Box, The . . . . Syd Chaplin Warner 7481. 

The Midshipman Ramon Novarro ...Metro 7498. 

New Brooms Hamilton-Love ...Paramount ...5543. 

Pace That Thrills. The. . Lyon-Astor First National 6900. 

Part Time Wife, The All Star Gotham 6000. 

Paint and Powder E. Hammerstein ..Chadwick ....6000. 

Peacock Feathers J. Logan Universal ....6802 . 

Pony Exnress, The Cortez-Compson . .Paramount 

Prairie Pirate Harry Carey Prod. Dist. 

Pride of the Force, The. .Tom Santchi Rayart ... 

Red Hot Tires Monte Blue .Warner 6660. 

Seven Keys to Baldpate ..Dick Barthelmess .Paramount ...6034. 

Some Pum'kins Cas. Ray Chadwick ....7000. 

Starlight the Untamed ...Jack Perrin Rayart 5000. 

Storm Breaker, The House Peters ....Universal ....6093. 

Thunder Mountain All Star Fox 7537. 

Tower of Lies Ion Chaney Metro 6849. 

Two Gun Sao. The . . . . F. Farnum Independent ..5000. 

Unchastened Woman, The Theda Bara Chadwick ....6500. 

Under the Rouge Moore-Percy Assoc. Exhib. 5600. 

Why Women Love Sweet-Frazer First Naional 6675. 

Winding Stair, The All Star Fox 5992. 

Without Mercy Vera Reynolds ...Prod. Dist. ...6550. 



Aug 22 
Aug 22 
Sep 26 
Sep 5 



Review 
Oct 10 
Oct 3} 
Oct 17 
Nov 7 



Nov 7 
Oct 17 



Oct 10 



Sep 21 
Sep 19 



Sep 12 
. Jul 25 
Sep 13 
Oct 24 
Nov 7 
Aug 15 
Oct 24 
Oct 17 
, Oct 3 
Oct 17 



Oct 31 



.9920. 
.4603 . 
.5000 . 



Oct 10 
Aug 29 
Sep 21 
Oct 3 
Sep 5 
Oct 24 
Nov 7 



Sep 21 
Oct 3 
Oct 10 



Jul 25 
Oct 24 
Oct 10 



Page 40 



Exhibitors Trade Review 



Theatre Construction 



CHICAGO. ILL. 

Archt: B. F. Marshall, 612 Sheridan Rd. 
Drawing plans on a theatre at the N. E. Cor. 
Wabash Ave. & Seventh. Owner, Harry J. 
Powers, 310 S. Michigan Ave. 

Archt : Ben. H. Marshall, 612 Sheridan Rd. 
Drawing plans on a theatre at the S. W. Cor. 
Michigan Ave. & Ohio St. Owners, I. & J. 
Freihling, 35 North Wells St. 

LIBERT Y VI LLE, ILL. 

Archt : Oppenhamer & Obel, 503 Bellin 
bldg., Green Bay & Wausau, Wis. Drawing 
plans on a theatre. Owner, Carrol Gridley, 
1st National Bank, Libertyville. 

ST. LOUIS, MO. 

Archt : Kennerly & Stiegemeyer, Title 
Guaranty bldg. Drawing plans on a theatre 
at Hodimont & Easton Ave. Owner, Wm. 
Goldman, 818 N. Kingshighway. 

Archt: Kennerly & Stiegemeyer^ Title 
Guaranty bldg. Drawing plans on a theatre 
at Union & St. Louis Aves. Owner, Wm. 
Goldman, 818 N. Kingshighway. 

OMAHA, NEBR. 

Archt : James T. Allen, Brandels Theatre 
bldg. Drawing plans on a theatre at 16th & 
Corby. Owners, Sam & Lewis Epstein, 4932 
S. 24th, South Omaha, Nebr. 

DULUTH, MINN. 

Archt : Giliuson, Ellingsen & Erickson, 502 
Lonsdale bldg. Drawing plans on a theatre 
at 2nd Ave. East & Superior St. Owner, 
Orpheum Theatre, 2nd Ave. East. 

WAUSAU, WIS. 

Archt: Oppenhamer & Obel, 606^ 3rd St., 
Wausau & Green Bay, Wis. Drawing plans 
on a theatre at 4th St. bet. Scott & Jefferson. 
Owner, Wausau Theatre Co., 4th St., Wau- 
sau. 

PHILADELPHIA, PA. 

Archt : Wm. L. Charr, Victory bldg. Draw- 
ing plans on a theatre at 60th & Lansdowne 
Ave. Owner, withheld. 

EASTON, PA. 

Archt: W. H. Lee, 1505 Race St., Phila. 
Drawing plans on a theatre at Northampton 
St., Easton. Owner, Wilmer & Vincent Thea- 
tre Corp., 1451 Broadway, N. Y. C. 

BETHLEHEM, PA. 

Archt: Wm. H. Lee, 1505 Race St., Phila. 
Drawing plans on a theatre at Bethlehem. 
Owner, Independent Theatre Corp. 




Classified Opportunities 

Rate 2 Cents a Word — Cash With Copy 



For Sale 



EIGHT HUNDRED UPHOLSTERED OPERA 
CHAIRS made on contract. Seven hundred yards 
of battleship cork carpet and linoleum. All new 
goods, government standards, for theatres, etc. One 
exhaust fan and three ampmeters. 1200 5-ply ve- 
neer seats and backs made to fit any chair ; all new. 
One large asbestos drop with rigging. Thirty new 
high grade folding chairs, dropped factory patterns ; 
some cost as high as $5 each, offered from $1.50 to 
$2.50. Redington Co., Scranton, Pa. 

VENEER SEATS and backs. 1200 for any size 
chair, never used. Will fit to suit. Redington Co., 
Scranton, Pa\ 

USED SCENERY BARGAINS— For sale and rent 
State sizes wanted. KINGSLEY STUDIO, Alton, 
111. 

MOTION PICTURE SUPPLIES— December Pre- 
Inventor> Sale of used Motion Picture Machines, 
Theatre Supplies, Frames, etc. Send for bargain 
list. ERKER BROS. OPTICAL CO., 608 Olive 
St., St. Louis, Mo. 

ATTRACTIVE ELECTRIC SIGN reading "Vic- 
toria Theatre," very cheap. C. G. Demel, 845 South 
State Street, Chicago. 

THOUSANDS OF DOLLARS are saved by ex- 
hibitors yearly by buying their machines and organs 
from us. Motiographs $165.00, two for $290.00. 
Simplex $265.00, two for $485.00. Automatic Organ 
Players, as low as $425.00. Satisfaction guaranteed. 
18 years experience has taught us how. WESTERN 
FEATURE FILMS, 730 S. Wabash Ave., Chi- 
cago, 111. 

MARCHANT CALCULATING MACHINE— A-l 

condition ; late model. Don't miss this chance to 
get a real machine for $75.00. Box M. O., Exhib- 
itors Trade Review, New York City. 

FOR SALE— UNDERWOOD TYPEWRITER, 

16-inch Carriage, perfect condition. Can be used 
for Billing and Making Out Reports. Price $60. 
Box H. S., Exhibitors Trade Review, New York 
City. 



Local Films 



MOTION PICTURES made to order. Commercial. 
Home or Industrial. We have excellent facilities, 
and the best cameramen. Our price 20c per foot. 

Ruby Film Company, 727 Seventh Avenue, N. Y. 

TITLES, presentation trailers, local movies, com- 
petent cameramen. Best service. Rector Advertis- 
ing Service, Marshall, Illinois. 



Wanted 



CHINESE FILMS WANTED. 

Box 1439 Honolulu. 



Creart Studios, 



SALESMEN selling one of the most attractive 11x14 
Poster Electric Display Signs to moving picture 
theatres. Must be able to organize and manage sales 
>orce. Have also five other real business propositions. 
All patented. Adolf Himmelsbach, 4208 Boulevard, 
Edgemere, Long Island. 

WANTED AT ONCE, position, experienced oper- 
ator. Join union if necessary. Reference if re- 
quired. Chas. Lewellen, Eaton, Ind. 



WANTED— GRAFLEX CAMERA. 5x7 or 4x5, 
with or without lens, or can use English Reflex. 
Must be in good working condition. State price. 
Address. Graflex, Exhibitors Trade Review. 



CINEMA 

The Motion Picture Review 
of the Orient 

Manager: E. ATHANASSOPOULO 

Editor-in-Chief 
JACQUES COHEN-TOUSSIEH 

"CINEMA" is tile only picture publication 
cireulating throughout the Orient. 

Adirw. 

"CINEMA." 8 RUE de L'EGLISE DEBANE 
ALEXANDRIA. EGYPT 



Positions Wanted 



AT LIBERTY — Experienced Operator, strictly re- 
liable, five years' experience on Powers and Sim- 
plex. Can give references. Please state full par- 
ticulars. Clarence M. Anderson, 614 So. Bartlett 
St., Canton, So. Dak. 



For Rent 



MOTION PICTURE and "Still" Cameras rented, 
sold and exchanged. Portable lights for sale and 
for rent. Keep us advised of your wants. Ruby 
Camera Exchange, 727 Seventh Ave., New York. 



Mailing Lists 

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You know in advance 

« 

Pictures orinted on Eastman Positive 
Film carry the photographic quality of 
the negative through to the screen. 

It takes but a moment to check up 
-a glance in the margin tells the story. 
When you see the black-lettered identi- 
fication "Eastman" "Kodak" you know in 

advance that the picture will screen with 
the brilliancy your audiences expect. 



EASTMAN KODAK COMPANY 

ROCHESTER, NEW YORK 



Hal Roach 

presents 



in 



Charley Chase 

"HIS WOODEN 
WEDDING" 

two parts 



Thus he spoke, that lover bold, 
"Never shall my love grow cold; 
You're my girl and I'm your man, 
Test my love, howe'er you can." 

At the altar came his shame. 
And the villain was to blame. 
"Listen, buddie, this I beg, 
Bridie's got a wooden leg!" 

Is a wooden leg a valid excuse for a man to desert his bride 
at the altar? 

What a question! What a situation! What a riot of a 

comedy! 




Pafh6comecfr 

TRADE ^^^MARK 



F. RICHARD JONES 

Supervising Director 



Including Exhibitors DAILY REVIEW 



EXHIBITORS 

cirade REVIEW 

9he Business Paper of the Motion Vidure Industry 



IN. 




LAST Qd 




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• FRANK TUTTlE PROD.- ESTHER RALSTON 
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• • • JAMES CRUZE PROD. By FANNIE HURST ALICE JOYCE ■ WARNER 
BAXTER -DOLORES C05TELLO ■ ZASU PITTS • 



>ec, 19, 1925 



Price 20 Cents 





C5 



* ^ 5- 



GOOD-BYE 
1925! 

You were a good year. 

YOU brought the Quality Fifty-Two with you. 
From Metro-Goldwyn-Mayer. 

"The Merrv Widow", "the Unholy Three", "Never The Twain 
Shall Meet." 

You brought them and a lot more M-G-M hits. 

Good-bye 1925! 
Welcome 1926! 

There's a great year ahead. 

For Metro-Goldwyn-Mayer exhibitors. 

Soon you'll read the big news. 

Of what M-G-M has in store for coming months. 

Great box-office attractions. 

The kind that make us The Talk of the Industry. 
So long 1925. 

Wrap up your house records and take 'em away. 
We've got things that will make those records look sick. 
Watch us, gentlemen, we're making history! 




WE'VE TOLD YOU 
ABOUT IT! 

YOU HA VE TALKED 
ABOUT IT! 

NOW LET'S ALL TAKE A 
DEEP BREA TH AND GET 
READY FOR IT! 

The next issue of Exhibitors 
Trade Review is the 

ANNUAL NUMBER 



EXHIBITORS TRADE REVIEW, 
45 W. 45th St., N. Y. 

GENTLEMEN: Enclosed is my $5 for a year's subscription to 
Exhibitors Trade Review (weekly) and Exhibitors DAILY 
REVIEW (daily), this to include the Annual Number. 



Name 




Free to Subscribers 

One Dollar for 
non-subscribers 



2SE5S5HSHSESHSH5E5ESHSE5a5S5S5H525E5E5ESS52SH5252SESESHS23 



C1B6S8672 



DEC21'25 

December 19, 1925 Page 3 



EXHIBITORS 

Clmde REVIEW 

9fi£ Business %per of the Motion ftcturz Industry 

WILLARD C. HOWE, Editor 

Michael L. Simmons Staff Editor 

Henry A. Linet Exploitation Editor 

GEO. C. WILLIAMS 
President 

James A. Cron Advertising Manager 

Herman J. Sebleier Business Manager 

Larry S. Harris Equipment Manager 

. i 

Vol. 19 December 19, 1925 No. 5 

CONTENTS 

PICTORIAL PRESENTATIONS 

Greetings From the Pathe Gang 28 

Merry Xmas From Peggy O'Day 31 

HIGHLIGHTS IN THE NEWS 

Jersey on W ar Path . : 7 

Shorts Subjects Com. Lunch 7 

Columbia Plans For 1926 7 

"Drastic" ... 7 

O'Reilly Builds 7 

Locarno Controversy Rages 8 

"The Naked Truth". J 8 

Xmas Turkey Raffle 8 

Production Starts on "The Bat" 9 

Loew's Books F. B. O. Shorts 6 

Broadcasting Pictures 6 

Seidman's Tax Advice 10 

New Asher House Planned 10 

Newspapers Behind "Laugh Month" 14 

Famous Buys at Toledo 14 

Theatre Construction News 14 

Newton Joins "U" Chain 14 

Marcus Loew Pleased 15 

New Independent Producer 15 

Mae Marsh a Mother 15 

Thirteen Wampas Stars Picked 16 

REGULAR DEPARTMENTS 

Greetings From the Editor 5 

Still Life 11 

Production Highlights 18 

Box Office Reviews 19 

Exploitation Ideas 23 

Short Features 27 

Copyright 1925 by Exhibitors Review Publishing Corporation 

Goo. C WHHum. President; Vjllard C. Howe, Vice President; F. Meyers, 
Treasurer. Executive and Editorial offices: Hearn Building, 45 West Forty- 
flfth street, New York. Telephone, Bryant 6160. Address all communi- 
cations to Executive Offices. Published weekly at 34 North Crystal Street, 
East Stroudsburg, Pa., by Exhibitors Review Publishing Corporation. 
Member Audit Bureau of Circulations. Subscription Rates: Postage paid 
per year, United States, $2; Canada, $3; Foreign, $6; single copies, 20 
cents. Remit by check, money order, currency or postage. 




THIS MAN 
MAKES HITS! 

Great news. 

More Hobart Henley hits. 

He's signed a new contract with 
Metro-Goldwyn-Mayer. 

He's wise to what it's all about. 

"Sinners in Silk" and "So This 
Is Marriage' ' are his idea of what's 
box-office. 

"A Slave of Fashion" 

"Exchange of Wives" 

They're two of his current hits. 

Watch for "His Secretary." 

(Norma Shearer with Lew Cody.) 

Behind M-G-M product are great 
directors. 

They know show business. 

Their pictures please the crowds. 

That's what makes M-G-M ex- 
hibitors rich. 

The Talk of the Industry 



r -325ESE525Z5E525H5H52SE525S5H5E5H5252^ 



! 




but very soon you'll 
be looking for words 
big enough to de- 
scribe it / 



EXHIBITORS 

Oracle REVIEW 

Qhe Business Paper of the Motion Ticture Industry 




Here's Hoping: 

May you become so infected 
with the Good Will Spirit of 
Christmas that you won't be 
cured of it through allof 1926 ! 



Page 6 



Exhibitors Trade Review 



The Week in Review 



MONDAY, DECEMBER 14 

New York — I. E. Chadwick, Chadwick 
Pictures Corp., was elected president of the 
Independent Motion Picture Association at 
its second annual meeting held last Friday. 
Other officers were chosen, and a resolution 
extending cooperation to foreign independent 
distributors was adopted. 

New York — Re-opening of testimony in 
suit by the Federal Trade Commission 
against Famous Players Lasky Corp. and 
affiliated companies may be decided upon early 
in January. 

New York — Announcements on the plans 
of the new Universal Chain Theatres Corp. 
for acquiring theatres were made known. 

New York — Novelty Movie Ball is to be 
held on December 29th, by the National Mo- 
tion Picture League. 

St. Louis, Mo. — Sites for a new modern 
first-run picture house are reported to be 
under consideration as a new outlet for Fox 
Film Corp. 

* * * 

TUESDAY, DECEMBER 15 

Paterson, N. J. — Two million dollar new 
Fabian Theatre opened last night with many 
film notables in attendance. 

Oklahoma City, Okla. — Annual conven- 
tion of the Oklahoma Motion Pictures Own- 
ers and Managers Association took place with 
over one hundred members in attendance. 

Oklahoma City, Okla. — Publix Theatres, 
Inc. have purchased the Palace and Melba 
Theatres here and a number of houses 
throughout Texas. 

New York — Robert Lieder, president of 
First National Pictures, Inc., returned from 
abroad yesterday on the Mauretania. 

Akron, Ohio. — Loew Theatre Co. of Cleve- 
land has leased the Hippodrome Arcade 
Building to be the site of a $1,500,000 thea- 
tre to be built next year. 

New York — New executive committee for 
the I. M. P. A. A. held meeting at the as- 
sociation's headquarters. 

* * * 

WEDNESDAY, DECEMBER 16 

New York — Final papers signed for 
Strand-Robbins $3,000,000 deal, the Mark 
Strand Theatres Corp. taking over ten thea- 
tres in Utica, Watertown, and Syracuse from 
the Robbins Chain. 

New York — Vital Exchanges, Inc., to hold 
Managers' Convention to take place here on 
December 19th. 



WHY THEATRES? 

The following is an excerpt from 
an address delivered by J. J. Har- 
wood, president of the M. P. T. O. 
of Cleveland at the Ohio State con- 
vention last week: 

"A motion picture theatre has no 
other reason to exist except for the 
service along amusment and other 
lines it can render to the community. 
Our government, our churches, our 
fraternal societies are all based upon 
service, and the motion picture in- 
dustry today is proud of its record 
of achievement and service in times 
of war and peace. Public service is 
destined to add new life to national, 
state and community leaderships and 
bring into active being lines of ability 
in all sections which would other- 
wise have remained dormant." 



CALENDAR 



Dec. 17.— M. P. T. O. of N. J., directorate 
meeting. Trenton, N. J. 

Dec. 17.— Meeting of A. M. P. A. at Hof- 
brau, New York. 

Dec. 18. — Trade Press Luncheon, Short 
Features Advertising Association. Hotel 
Lorraine. 1 P. M. 

Dec. 19. — Managers Convention, Vital Ex- 
changes, Inc. Three days. New York. 

Dec. 29. — National Motion Picture League 
Ball, Hotel Plaza. 

Jan. 21.— Sixth annual ball T. O. C. C, 
Hotel Astor, New York. 

Feb. 6. — Naked Truth Dinner-Dance, Hotel 
Astor. 

Feb. 10.— Brooklyn M. P. T. O., dinner- 
dance, Hotel Bossert. 



Hollywood, Cal. — Announcement by Jesse 
L. Lasky, First Vice-President of Famous 
Players Lasky Corp. of the assignment of 
Hector Turnbull and B. T. Schulberg to 
head producing units under recent reorgan- 
ization plan for Paramount. 

New York— "Steel Preferred," the Metro- 
politan Picture featuring Vera Reynolds and 
William Boyd will have first night at Warn- 
er's Theatre next week. 

New York — -Mammoth Studio Building to 
be erected for Publix Theatre Corp, at Long 
Island City. 

* * * 

THURSDAY, DECEMBER 17 

New York — Overtures by Eugene O'Neill 
to produce pictures from his plays for Fam- 
ous Players-Lasky have been dropped. 

New York — John C. Flinn, President of 
the Metropolitan Productions, was guest of 
honor at the weekly meeting today of the 
A. M. P. A. 

Syracuse, N. Y. — Mayor John H. Walrach 
has been offered the chairmanship of the 
New York State Motion Picture Commis- 
sion by Governor Smith. 

New York — The Riesenfeld Medal was 
awarded this year to E. W. Hammons presi- 
dent of Educational Exchanges, Inc., in be- 
half of L. Starevitch, at the Astor yesterday. 
Will H. Hays made the presentation. 

New York — The premier showing of "The 
Sky Rockett," has been planned by Associat- 
ed Exhibitors for the grand ball room of the 
S. S. Leviathan, through the co-operation of 
the U. S. Steamship Lines, Peggy Joyce, 
starring, will be present for the showing on 
January 7th. 

New York — The home office of F. B. O., 
R-C Pictures Corp., will remove from their 
present quarters, 723 Seventh Ave., to the 
New Embassy at 1560 Broadway. 

New York — Directors Meeting of the Mo- 
tion Picture Producers and Distributors of 
America, will meet next week to take up the 
Upstate Dillon request to join the Hays body 



FRIDAY, DECEMBER 18 

Chicago, 111. — Syndicate to build and 
finance new theatres here has been capitalized 
at $1,000,000, headed by Reuben Levine, of 
the firm of R. Levine & Co., Inc. Three lo- 
cations have already been purchased. 

New York. — I. E. Chadwick, president of 
the Independent Motion Picture Association 
of America, announced the appointment of 
committee of independent producers and ex- 
changemen on the drafting of a plan for a 
national organization of independent and 
state right exchanges. 

Hollywood, Calif. — Twelfth anniversary of 
the founding of the West Coast studio of 
Famous-La sky Corp. 

New York. — Sidney Olcott will be the next 
director for Richard Barthelmess. 

New York. — Ned Marin, western sales 
manager for First National Pictures, re- 
turned to New York. 

New York. — Tiffany Productions form 
plans for February Month. 

New York. — Robert Lieber, president of 
First National Pictures, left for Indianapo- 
lis. 

New York. — Frank J. Rembusch, chairman 
of Indiana directors of M. P. T. O., and 
H. M. Richey, general manager of the Michi- 
gan branch, arrived here. 

Salt Lake City, Utah. — Mormon Church to 
exclude all but clean pictures from state. 

Hollywood, Calif. — Joseph Hergesheimer, 
renowned novelist, has arrived in town. 

New York. — First entries for exploitation 
contest staged by the National Laugh Month 
Committee received. 

Los Angeles, Calif. — Frances Marion is 
preparing with Harry Carr, dramatic writer 
of the local "Times," a picture of "Calamity 
Jane" for Metropolitan. 



Industry in Panic 

"The motion picture industry is 
in a panic right now over the theatre 
situation," John C. Flinn, president 
of Metropolitan Productions and 
vice-president of the Producers Dis- 
tributing Corporation, told members 
of the Associated Motion Picture Ad- 
vertisers, Inc., at their regular week- 
ly luncheon held today at the Hof- 
brau-Haus on Broadway. 

"A chaotic condition," he said, 
"has been caused within the indus- 
try because of the acquisition of 
control of hundreds of theatres 
throughout the country by leading 
producing and distributing com- 
panies in the business. Independent 
producers," he said, "are worrying 
because they feel their product may 
find no theatre outlet." 

"But," added Flinn, who is a past 
president of the A. M. P. A., "there 
is really no need for a panic and 
no reason for such general worry. 
The centralization of theatre control 
is a natural part of the evolution of 
the business and will, to my way of 
thinking, in the end prove a boon 
to it." 



December 19, 1925 



Page 7 



EXHIBITORS 



DAILY REVIEW 

j4 Newspaper Devoted to the Motion Picture Industry 



NEW YORK, SATURDAY, DECEMBER 19 



Jersey On War Pa 




DRASTIC! 

(Special to Exhibitors Trade Review) 

SEATTLE, Wash. — A drastic bill 
was introduced by Senator Christen- 
son, Democrat at Olympia, provid- 
ing for film supervision. A com- 
mission of five members, consisting 
of two college professors, two women 
and one member at large were ap- 
pointed by the i-overnor with power 
to inspect and fix fee for such in- 
spection based on length of the film. 
The proposed statute provides for a 
penalty of Five Hundred Dollars 
fine, or sixty days or both for viola- 
tion of this order. 

The step was taken because of the 
attribution of juvenile delinquency, 
crime, disrespect, et. al., to motion 
pictures. 

The film men hssve appealed to the 
Hays organization for aid, and steps 
are being taken to defeat the plan. 



"PARTNERS AGAIN" 

FILM FINISHED 

Samuel Goldwyn announces the comple- 
tion of the film version of "Partners Again 
— with Potash & Perlmutter," directed by 
Henry King, with George Sidney and Alex- 
ander Carr in the title roles. 

Frances Marion prepared the scenario, and 
"Partners Again" will be distributed by 
United Artists Corporation, to be released 
February 15. 

Speakers Mak 

For Sh 

At a luncheon given by the Short Features 
Advertising Association yesterday at the 
Hotel Lorraine, to the members of the trade 
and daily press, the short subject was eulo- 
gized and an earnest pleai made for its seri- 
ous consideration by motion picture review- 
ers and critics. 

Joseph Dannenberg and R. F. Woodhull 
were the principal speakers. They were in- 
troduced by P. A. Parsons of Pathe, Chair- 
man, who first called on Joseph Dannenberg 
to address the gathering. 

In his talk, Dannenberg implored motion 
picture critics to stay for the short subject 
when attending the theatre to review a 



Legislative Committee of M. P. T. O. In- 
structed to Introduce "Open Sunday 
Bill" in Legislature 

S eider Attacks "Blue Laws" at Trenton Session 

One of the most important meeting's in the history of the Motion Picture 
Theatre Owners of New Jersey closed after an eight hour session in Trenton 
on December 17, with the Board of Directors instructing its legislative com- 
mittee to introduce in the New Jersey Legislature a local option "Open 
Sunday Bill," similar to the one which 



proved so successful in New York State. 

A most important clause in this bill, which 
the organization believes will be of especial 
significance to opponents of Sunday movies, 
is a restriction which will provide that no 
theatres would function on the Sabbath, in 
competition with the regular hours devoted 
to church services. 

This resolution was adopted in Executive 
session immediately after the directors had 
listened to Governor Stokes' broad com- 
mendation of the motion picture industry. 

"You men are entitled to recognition," the 
Governor said. "You are an advocate for 
good. You are an educational and moral 
force. You have nothing to apologize for. 
You must let Officialdom and the Public 
know what public service you are render- 
ing." This statement by the Governor, to- 
gether with an open endorsement for local 
option on Sunday movies in New Jersey by 
the Honorable Walter H. Olden, a Princeton 



e Pleas 

orts Recognition 

feature. And he also asked that critics be 
kind enough not to ignore the short subject 
in their review of first-run weekly programs 
and to give the short subject its rightful 
due. 

R. F. Woodhull, President of the M. P. T. 
O. A. followed Dannenberg and spoke au- 
thoritatively on the importance -of short sub- 
jects in his own experience as a leading the- 
atre owner. He stressed the vital importance 
of the short on any program and stated that 
many of his patrons have mentioned that 
they particularly remembered the short sub- 
ject they had seen at his theatres and very 
{Continued on page 15) 



Theatre Owner, who was recently elected to 
the New Jersey legislature, and who was 
introduced by Joseph M. Seider, President 
of the New Jersey organization as "the first 
Governor of futurity emanating from ex- 
hibitor ranks," imbued the directors with 
additional confidence that their fight of 
(Continued on page 8) 

Columbia Plans 

Almost Complete 

Messrs. Joe Brandt, Harry and Jack Cohn, 
President, Vice-president and Treasurer of 
Columbia Pictures Corporation respectively, 
issued a statement at a recent meeting of 
Columbia franchise holders, held at the New 
York headquarters of this organization, 
which in effect is that plans for the coming 
year includes one of the most ambitious pro- 
grams yet attempted by an independent pro- 
ducer. Also a unique arrangement for 
pleasing distributors and exhibitors for the 
coming year's product has been accomplished, 
and even a bigger and better year than 1925- 
1926 is anticipated. The statement in, part 
is as follows : 

"When purchasing stories for production 
and engaging talent, directorial and acting 
for picturization of these stories, it, behooves 
the producer to show as much consideration 
for the opinion of the distributors of his pic- 
(Continued on page 9) 

O'Reilly Builds Theatre 

Charles O'Reilly, head of the T. O. C. C. 
is to erect a 10 story apartment building and 
theatre seating 2,500 at 89th St. & First Ave., 
New York City. The project which will cost 
$2,000,000 will commence actual construction 
Jan. 20, 1926. Gohman Levine Construction 
Company of Chicago are the general contrac- 
tors. 3 



Page 8 



Exhibitors Trade Review 



London Controversy Over 
Locarno Films Still 



Raging 



Newspapers Play It Up Big. Matter Taken Before 

British Parliament 



International Newsreel's exclusive pictures 
of the signing of the Treaty of Locarno, se- 
cured in association with Gaumont of Lon- 
don, are being featured in hundreds of thea- 
tres throughout the country and are creating 
a profound sensation. 

_ The controversy, started over the exclu- 
sive distribution of this film by Gaumont and 
International Newsreel, is still raging. Lon- 
don newspapers for the past week, just re- 
ceived here, contain literally scores of col- 
umns on what is considered the most re- 
markable newsreel beat in history. 

The majority of the British press led by 
The Daily Express, which is owned by Lord 
Beaverbrook, also one of the chief owners of 
Pathe of London, are bitter against the re- 
fusal of the British government to interfere 
in the matter. E. Foxen-Cooper, Technical- 
Adviser of the British government on cine- 
matography, has been made the target of 
vicious attacks by certain of the London 
newspapers. To all of these attacks, Mr. 
Foxen-Cooper has maintained a dignified si- 
lence, except for the publication of a letter 
in answer to a telegram from Pathe of Lon- 
don. This letter reads : 

"Dear sir, — I am in receipt of your tele- 
gram addressed to this office, which reads 
as follows: 

" 'The majority of the kinema theatres in 
this country and the colonies and our allied 
news films and agencies in every country will 
be unable to show the Government pictures 
of the actual signing of the Locarno Treaty 
unless we are granted an equal opportunity 
of showing, the monopoly is removed from 
one film, and kinema news films are treated 
in the same lines as the press. — Editor, Tathe 
Gazette,' London. 

"In reply thereto I beg to say the arrange- 
ment made for the distribution of the film 
which was taken of the signing of the Lo- 
carno Treaties promises to give much more 
satisfactory results than those suggested in 
your telegram. From the information be- 
fore me I am satisfied that the majority of 
theatres in this country showing news films 



will exhibit the Locarno Treaties film ; fur- 
ther, that abroad, and more especially in 
America, all the large theatres and the ma- 
jority of the smaller theatres will be offered 
facilities to screen the film in question. 
Whilst I am anxious to obtain the greatest 
publicity for the record of this important 
event, I have not found it advisable in this 
instance to follow a practice which you infer 
has been successful with general press 
agencies." 

Attempts were made to prevent the ship- 
ment of the pictures to the United States, 
but when the matter was brought up in Par- 
liament, the statement that the pictures were 
already on their way disposed of that sug- 
gestion. 



Levine Gets Lincoln 

A Lincoln Limousine car for a Christmas 
present was presented to Reuben Levine by 
his business associates of R. Levine & Co., 
Inc. 

Levine who was in New York yesterday 
transacting a number of theatre financing 
deals, will leave for a two month's vacation 
to Biloxi, Miss., and will leave Chicago De- 
cember 26th. He will transact most of his 
business from Biloxi. 



TURKEY! 



The raffle of a large roasted tur- 
key will be one of the pre-Christmas 
features of the next meeting of the 
Associated Motion Picture Advertis- 
ers, Inc., which, with the member- 
ship • of the Cheese Club also in at- 
tendance, will be held Wednesday, 
December 23, at Jansen's Hofbrau, 
Broadway and 52nd street. Ampas, 
Cheese Clubbers and their guests will 
participate in the raffle of the turkey, 
which the restaurant is donating for 
the purpose. 

Harry Hershfield, president of the 
Cheese Club, will preside and, ac- 
cording to the announcement of 
Glendon Allvine, A. M. P. A. chief, 
one of Broadway's leading celebrities 
will be introduced as a "surprise 
guest of honor." 



KATHLEEN MYERS SIGNED 

Kathleen Myers has been engaged to ap- 
pear opposite "Lefty" Flynn in his next F. 
B. O. production "The Traffic Cop." It is 
Miss Myer's third role with the former Yale 
star, now producing under the guidance of 
Harry Garson for the F.B.O. program. 
* * * 

Added to Cast 

David Torrence, as Mr. Wharton, and 
Charles Clary, as Homer Lane, have been 
added to the cast of Rex Beach's "The Auc- 
tion Block," which is now being directed 
at the Metro-Goldwyn-Mayer west coast 
studios by Hobart Henley. Charles Ray and 
Eleanor Boardman have the leading roles. 
The screen adaptation was made by Frederic 
and Fanny Hatton. 



The Naked Truth 



What promises to be without question of 
a doubt the biggest and finest NAKED 
TRUTH dinner ever staged is the coming 
A. M. P. A. annual affair tentatively set for 
February sixth. The Board of the A. M. 
P. A., Glendon Allvine, Walter Eberhart, 
Charlie Einfeld, Tom Wiley, Bill Yearsley, 
Nat Rothstein, King Fisher and other mem- 
bers of the A. M. P. A. met at the home of 




The signing of the Locarno Peace Treaty in the Gold Room of the Foreign Office 
in London. To the amazement of the British, motion picture cameramen were 
admitted to the sacred precincts, at which time pictures were made of the epochal 
event for exclusive distribution in the United States by International Newsreel. 



Mr. Allvine on Saturday afternoon, Decem- 
ber 5th, to discuss tentative plans. The en- 
thusiasm evinced at this meeting points to a 
tremendous affair this coming February. 

It will be known as an "Eye and Hoof" 
party and if but half of the suggestions are 
whipped into shape, it promises a rare treat 
for the industry this time. One of the many 
ideas brought forth was that of 100 tables 
and 100 stars and plans are now being form- 
ulated to have present at the dinner every 
motion picture star in New York at the time 
and to bring from Hollywood by special train 
if necessary, a galaxy of stars such as have 
never been assembled under one roof before. 

Nat Rothstein was chosen as the Official 
Announcer for the evening. Two of the 
most famous Jazz Orchestras in America will 
be engaged to play so that dance music will 
be constant and continuous throughout the 
entire evening. 

Although it is nearly two months before 
the event takes place, the A. M. P. A. has al- 
ready received more than one hundred re- 
quests for reservations, with cash accom- 
panying these requests in exactly fifty-four 
cases, an indicator of the widespread popular- 
ity of the A. M. P. A. Naked Truth Dinners 
and particularly the coming party. 

Even before the committee met and before 
the boys of the A. M. P. A. began to think 
of the dinner, more than a hundred people 
have been thinking about it and have attempt- 
ed to reserve tables for themselves and 
guests. What brought genuine enthusiasm 
from the members of the A. M. P. A. was 
the suggestion of "No Speeches." The time 
taken up with useless, unnecessary, irrelevant 
speeches, will be used this year for dancing 
and high powered entertainment. 



December 19, 1925 



Page 9 



Production Work on 
"The Bat" Begun by West 



Cooperate 

The United States Post Office De- 
partment at Washington, D. C, has 
requested through National Head- 
quarters of the Motion Picture Thea- 
tre Owners of America that theatre 
owners of the country cooperate with 
the Post Office during the rush of 
mail in the holiday period. 

The Postal authorities have always 
been among the first to cooperate 
with National Headquarters whenever 
the mails have been concerned. 
Therefore, a letter urging the theatre 
owners to utilize the mails during the 
next few weeks in a manner which 
will not cause any unnecessary con- 
gestion has been incorporated in the 
latest issue of the Official Bulletin. 



Broadcasting Pictures 

On Tuesday, Dec. 22, at 3:15 P.M., Sta- 
tion WOR will broadcast a playlet with music 
called "A Kiss For Cinderella From Her 
Traffic Cop," an adaptation, by Grace Lynn, 
from the Barrie play and the Famous Play- 
ers-Lasky production of "A Kiss For Cin- 
derella"' which will be shown for the first 
time on Xmas Day at the Rivoli in New 
York, and in every large picture house 
throughout the country. Grace Lynn is a 
dramatic and screen actress who played a' 
court lady in the motion picture. 

Besides writing this feature, Miss Lynn 
arranged and directed it. Broadway actors 
of prominence will play the parts. 

* * * 

"The Red Kimono" 

Has Brilliant Preview 

David R. Hochreich and J. Charles Davis, 
2nd, presidents respectively of Vital Ex- 
changes, Inc., and Davis Distributing Divi- 
sion, Inc., are in receipt of telegrams com- 
plimenting their organizations on the bril- 
liant reception given Mrs. Wallace Reid's 
production "The Red Kimono" at a preview 
in the Chinese Room of the Hotel Statler, 
Buffalo. The picture was exhibited to a 
brilliant and discriminating audience includ- 
ing Theatre Owners, City and State Public 
Officials, Representatives from the leading 
Newspapers and officials from a number of 
city, State and National women's organiza- 
tions. 

The exact date of the New York premiere 
has not yet been decided upon, but it is 
scheduled for release early in 1926. 

| •■ '* '* '* 

LOEWS CIRCUIT BOOKS 
F. B. O. SHORT SUBJECTS 

Charles Rosenzweig, manager of the F. B. 
O. New York Exchange, has sold "All Out," 
a Standard Fat Men Comedy, featuring 
"Fat" Karr, "Kewpie" Ross and "Fatty" 
Alexander, the three fattest men on the 
screen, and "A Peaceful Riot," a Blue Rib- 
bon comedy featuring Alice Ardell, to Loew's 
Circuit in New York and Brooklyn to play 
the Loew houses for 154 days. 

* * * 

ROCK STARTS PRODUCTION 

Joe Rock started production this week on 
"Alice Blues," a Blue Ribbon comedy featur- 
ing Alice Ardell, Petite French star, and a 

well known comedian to be named shortly. 

* * * 

Monta Bell's Next 

Monta Bell's next picture for Metro- 
Goldwyn-Mayer will be Alice D. G. Miller's 
adaptation of John Alexander- Kirkpatrick's 
dramatic success "The Book of Charm." It 
is a comedy drama of modern society. 



After several weeks of intensive prepara- 
tion in an atmosphere of great secrecy, 
Roland West, independent producer, has be- 
gun actual production work on "The Bat." 

It is reported that "The Bat" is to be the 
biggest independent production ever launched. 
A new record price for independent ma- 
terial was paid for the screen rights by Mr. 
West to Mary Roberts Rinehart and Avery 
Hopwood, authors of the sensational stage 
success. 

Mr. West, recognized genius of mystery 
melodrama, with such thrillers as "The Un- 
known Purple" and "The Monster" to his 
credit, is directing as well as producing the 



Bob Custer, F. B. O. star, believes 
in Santa Claus. At any rate, he 
takes no chances. Nothing to lose if 
there "ain't no Santy" — and every- 
thing to gain. 




Columbia Plans 

(Continued from page 7) 

tures as his own. Distributors have their 
fingers on the pulse of the demand the world 
over and no producer can go far wrong if he 
listens to the advice and opinions of his 
franchise holders. 

"In this belief we have arranged a con- 
ference to be attended by as many of Co- 
lumbia franchise holders as is possible, at 
which our plans for the coming year will 
be discussed, and advice and opinions listened 
to and accepted or given consideration in an 
effort to, insofar as possible, arrange our 
1926-1927 schedule to fill the demand for the 
type of pictures which will please the dis- 
tributor, exhibitor and public alike." 

Buys Control of Studio 

LOS ANGELES, Cal— Purchase of full 
control of the Marshall Neilan motion-pic- 
ture studio was announced today by Marshall 
Neilan, film producer. Heretofore a half 
interest has been owned by Pat Powers. 



screen version of "The Bat," which will be 
released through United Artists Corporation 
through arrangements made by Joseph M. 
Schenck, chairman of the Board of Directors 
of that organization. The release date has 
been set for March 15. 

^ ❖ ^ 

Wide Bookings Reported for 
"The Count of Luxembourg" 

Although Chadwick Pictures Corporation's 
special production, "The Count of Luxem- 
bourg," is not scheduled for release until 
February 1, many important first run book- 
ings have already been made for it in all 
parts of the country. Prelease bookings 
provide for the showing of this picture in 
all the Loew theatres in the Metropolitan 
District. George Walsh, in the title role, 
heads an all star cast, that includes Helen 
Lee Worthing, James Woods Morrison, Joan 
A'leredith, Lola Todd, Michael Dark and 
Charles Requa. 

*I* *i" *r* 

SPEEDY DOG IN 

"VOLGA BOATMAN" 

Papyrus, one of the fastest dogs in the 
world, is the latest to be signed for Cecil 
De Mille's production "The Volga Boatman" 
which Lenore J. Coffee adapted from Konrad 
Bercovici's story. 

This lithe, slight dog did one-eighth of a! 
mile in twelve and two-fifth seconds. This is 
at the rate of about forty-eight miles an hour. 
The world record for human runners is in 
the neighborhood of twenty-one seconds. 

'M * * 

Warner Baxter Leaves 

Warner Baxter, having completed the role 
of "Nuitane" in Gilda Gray's first screen 
starring effort, "Aloma of the South Seas," 
left for the West Coast this week. Upon his 
arrival at the Lasky studio in Hollywood, 
Baxter will start work as leading man for 
Bebe Daniels in her newest screen comedy, 
"Miss Brewster's Millions," which Clarence 1 
Badger is to direct. 

* * * 

Review Man on Top 

R. M. Vandivert has been appointed Adver- 
tising and Sales Promotion Manager of the 
Fabrikoid Division of E. I. Du Pont de 
Nemours & Company with headquarters at 
Newburgh, New York. He is widely known 
in the advertising field, having been former- 
ly connected with the National Advertising 
Division of the Hearst Newspaper Organiza- 
tion, and also having been prominent as an 
advertising executive for Exhibitors Trade 
Review. He has also been actively identified 
in advertising capacities with other publica- 
toins. During the war he was Commission- 
er for the Committee on Public Information 
in South America. 



January 
Is Laugh 
Month 

SEE PAGE TWENTY-TWC 



Page 10 

IT* " 



Exhibitors Trade Review 



Seidman's Tax Advice 



By M. L. SEIDMAN 



This is the seventh of a series of articles 
by Mr. Seidman of Seidman & Seidman, cer- 
tified Public Accountants, on how to prepare- 
income tax returns, that will appear regu- 
larly in these columns. Mr. Seidman is a 
well known tax expert and has written num- 
erous articles on taxation. He ivill answer 
all income tax questions that might be di- 
rected to him by our readers. Questions 
should be addressed to him, c/o Seidman & 
Seidman, 41 Park Roiv, New York City. All 
communications must be signed by the in- 
quirer, but no names will be disclosed in the 
answers. 

THE CAPITAL GAINS TAX 

In the last art'cle consideration was given 
to the computation of the earned income 
credit. It was there noted that in the great 
majority of the returns filed, the actual tax 
due was determined by adding the sum of 
the normal and surtax less the earned income 
credit. Attention was also directed to the 
capital gain tax, which must be considered 
in a good many instances. This will be the 
subject of discussion in the present article. 

The purposes of this capital gains tax is to 
furnish a measure of relief to persons who 
realize .in one year profits from property 
which has been held for a period of years. 
Similarly, the reduction in the tax on ac- 
count of losses sustained in one year from 
the disposition of property which has been 
held over a period of years is limited by the 
tax law. 

The benefits of this relief provisions are 
limited to capital gains, as defined by the 
revenue act. The law defines capital gains 
and capital losses to be gains or losses re- 
sulting from the sale of a capital asset. A 
■capital asset is in turn defined as property, 
•except stock in trade, held for mere than 
two years. These definitions, which are taken 
from the 1924 revenue act, have been carried 
forward without change in the new revenue 
act as proposed to Congress by the House 
Ways and Means Committee. It is note- 
worthy that this property, which must be held 
for two years, need not necessarily be prop- 
erty held for profit, in order to constitute a 
capital asset. The definition includes property 
held for personal use, such as a personal 
automobile and a home. All that is necessary 
is that the property be held for a two year 
period, irrespective of whether it is held for 
profit, and whether or not it is connected 
with the trade or business of the person in- 
volved. 

The relief afforded by the capital gains 
lax is the limitation of the tax on such gains 
to l2 l / 2 per cent of the amount of the capital 
net gain. Capital net gain is the excess of 
capital gains over capital losses. Thus, if in 
1925 A sold securities for $100,000 which he 
had purchased for $60,000 in 1915, A realized 
a capital gain in 1925 of $50,000. However, 
if A. sold in 1925 other securities tor $15,000 
which he had bought for $25,000 in 1920, A 
has thereby sustained a capital loss of $10,000 
in 1925. His capital net gain is therefore the 
difference between $50,000 and $10,000, or 
$40,000. 

Under the law, the tax on such capital net 
gains is limited to. 12^ per cent, regardless 




of the amount or rate of tax paid on other 
income, and so in this case, if A had other 
income of $25,0000 in addition to the capital 
net gain of $40,000, his tax would be com- 
puted as follows : 

We shall assume that A is a married man 
with no dependents and his earned income is 
$5,000. In this case, the normal and sur- 
taxes on the ordinary income of $25,000 
would amount to $1,607.50. To this is added 
the capital gains tax of 12^2% of the capital 
net gain of $40,000, or $5,000, making the to- 
tal tax $6,607.50. 

Now let us see just what A's tax would 
have been if he did not take advantage of the 
lower rates provided by the capital gains tax. 
His total income would then be the sum of 
$40,000 and $25,000, or $65,000. ] The total 
normal and surtaxes on $65,000 in A's case 
would then be $10,667.50. As we have seen, 
the total tax computed with the benefit of the 
capital gains provision is $6,607.50, so that 
the saving which A receives through apply- 
ing this relief provision is $3,400.00. 

Of course, it is recognized that in a good 
many cases the tax payer is not paying as 
high a rate at 12^ on his ordinary income. 
Such a taxpayer may possibly increase his 
tax under the capital gains provision. Here 
the law makes it entirely optional with the 
taxpayer as to whether he wants to take ad- 
vantage of this section. Obviously, this pro- 
vision should be used only in such cases 
where it works out to the benefit of the 
taxpayer ; otherwise, he should not elect to 
be taxed under the provision. The thing to 
do is to work out the tax in the ordinary 
way, as if there were no capital gains tax, 
and compare it with the tax computed under 
the capital gains section. Whichever shows 
the smaller tax is the method to be followed. 
A hard and fast rule cannot be laid down 
covering just when this provision should be 
taken advantage of, and when the point is 
reached where the capital gain section will 
work out against the interests of the tax- 
payer. This is necessarily so because of the 
numerous possibilities under the tax law. 
However, it can be said with exactness that 
where the income, including capital gains, is 
less than $23,000, it is best not to report on 
the capital gains basis, and likewise, where 
the total income, including capital gains, is 
more than $23,000, the capital gains provision 
will afford a measure of relief. Under the 
new act that is now proposed, this dividing 
line is increased to $26,000. 

The benefits of the capital gains provision 
are extended only to individuals. They do not 
apply to corporations, since corporations pay 
a flat tax of 12 per cent on their net in- 
comes. Under these circumstances, no benefit 
can be extended to a corporation since the 
capital gains tax rate is also l2 l / 2 per cent. 

So much for the capital net gains. In the 
rjext article, the effect of capital net losses 
will be considered. 

* * * 

QUESTIONS AND ANSWERS 

Q. I wish to know what amount of tax 
must be paid on the following items of in- 
come by an American citizen, a married man, 
without exemptions on account of depen- 
dents. Take a salary paid for full time serv- 
ice of $4,000, income of $700 from dividends 
of a business corporation, and $100 interest. 
On what items will tax be levied, and how 
much? C. B. R. 

A. The taxable income in the case sup- 
posed would be $4 100, made up of The $4,000 
salary and $100 interest. Dividends being 
subject only to the surtax, and the surtax 
being imposed on incomes only in excess of 
$10,000, there would be no tax to pay in this 



JANUARY 

is 

LAUGH 
MONTH 

case on the dividends. From the total taxable 
income of $4,100 would be subtracted the 
exemption of $2,500, leaving $1,600 taxable 
at 2 per cent, or $32, from which would be 
deducted 25 per cent for the earned income 
credit, or $8, making the net tax payable $24. 

* * * 

Jack Chefe* Finished 
With The Reckless Lady' 

Jack Chefe', Europe's greatest character 
actor, who was brought here last year, ex- 
pressly ' for the American screen by M. H. 
Karper, has completed work in Robert Kane's 
latest picture "The Reckless Lady" in which 
the brilliant artist played six distinctive 
parts. 

Howard E. Higgin, who wrote and directed 
"The Reckless Lady" with Belle Bennett, 
Lowell Sherman, James Kirkwood, Ben Ly- 
on and Lois Moran, was so impressed with 
Mr. Chefe's performance and remarkable 
characterizations that he will give him an im- 
portant role in his next picture. Although 
Mr. Chefe' has only been in America a short 
time, he has appeared in many fine pictures, 
among which are "The Pace That Thrills" 
with Ben Lyon, "The Sixth Degree" with 
Owen Moore and Constance Bennett, "The 
Orphan" with Al Joy, "The Cloudhopper" 
with Glen Hunter, "Bluebeard's Seven 
Wives" with Ben Lyon and Blanche Sweet. 

* * * 

$2,390,000 Paid For 

New Asher House 

The six story apartment building and thea- 
tre to seat 3,500 people which will be erected 
at Twelfth and Crawford streets, Chicago, 
111. by R. Levins & Co., Inc., will, when com- 
pleted, be purchased by Asher Bros., of Chi- 
cago. The plot comprises 119 x 219 and 
costs $126,000. The entire building will total 
$2,250,000 when completed, and the purchase 
price reported to be paid by Asher Bros, for 
this new theatre and building is $2,390,000. 



Mr. Exhibitor: Ask at the Film Exchanges 
for the 



^/AematicMusic 




Cue -SAect 1 







It's little to ask for, but it's the only 
reliable aid you can give your musicians 
to help pat the picture oyer. 



December 19, 1925 



Page 11 




Sam R. Greenwald, Internation- 
al Newsreel cameraman, located 
in Los Angeles, center bottom 
row, is the prime mover of a 
unique club just formed in Hol- 
lywood. The members, of which 
there are thirteen, are dare-devil 
cameramen, all of whom do 
amazing air stunts. Every mem- 
ber's name contains thirteen 
letters. The others shown here 
besides Sam E. Greenwald arc 
Ben MacDougall, Fronty Nichols, 
Arthur J. Goebel, Herd McClel- 
and, Albert Johnson, Frank 
Lockhart and Paul Ruhterm, Jr. 




ft 



1 



Em 




Meet at last — Mary Pickford and 
C. Gardner Sullivan, the famous 
scenarist. Both have been in pic- 
tures since the old Biograph days 
but have never, until this time, 
met. Mary commissioned Sullivan 
to assist in the making of "Scraps," 
her latest for United Artists. 





Fred Newmeyer, Harold Lloyd director, snapped in action 
during the filming of a scene in "The Lunatic at Large," a 
First National production starring Leon Errol. 



S ± I UUH 





Bill Hart with us again. He returns in all 
his old glory in the latest production, 
"Tumble-weeds," released through United 
Artists Corporation. The picture is com- 
pleted and it is only a matter of so many 
days before New York will be given its 
first peek at the great wild-west favorite. 




Black and white studies of King Vidor, 
Lillian Gish and' John Gilbert during the 
filming of "La Bohernc," the new starring 
vehicle for Miss Gish, made for M-G-M 

** ■■• '■' " ' ■ release. 




Horace Wade, "the boy novelist" favorite 
of the film folk, putting on a little "two' 
all because of a new watch, with Mildred 
Bragdon, the Universal beauty with the 
million dollar smile. 



Lois Moran, who bids fair to become a darling of America 
because of her splendid work in "Stella Dallas" has been 
chosen by Richard Barthelmess to play opposite him in 
"Just Suppose," an Inspirational Picture for First National 

release. 





Iris Gray, of , Wichita, Kansas, the newest 
of the Paramount beauties to grace the 
screen demonstrates her favorite bob for 
beach wear. This one goes under the name 
of the "Bather's Bob." Nothing simpler 
than that. 






Their first costumes worn in the movies — Virginia Valli, Mary 
Philbin, Laura LaPlante and Marion Dixon, now all under the 
Universal banner. 




Knee Muffs, filmdom's latest winter 
fashion, have been introduced in 
New York by Dorothy Mackaill, 
First National's star, now appear- 
ing in the Broadway theatres in 
"Joanna." 



Lloyd Hamilton, a favorite 
film funster who was recently 
signed by Sam Sax for future 
production activities. Lloyd 
Hamilton is a very popular 
comedian who depends upon 
his straight face for laughs. 





Ricardo Cortez rests for a few brief moments during the 
filming of "Volcano," the Paramount production in which he 
is featured with Bebe Daniels. Director W. K. Howard and 
Cameraman Abdriot are the men enjoying the brief respite 
from the hustle of the studio. 

An unusual shot of the Educational studios at night. These 
studios located in Santa Monico, are the home of the Lupino 
Lane new series of comedies, the first of which, "Made in 
Morocco" made a sensation. 



(Above). Carol Nathan, 

manager of Universal's 
San Francisco exchange 
greets Pauline Freder- 
ick on her return ,from 
the Antipodes. 



(Right). Claire Widsor 

and the straight bob 
she wears in "Dance 
Madness," an S. J. 
Kaufman story being 
made for Metro-Gold- 
wyn-Mayer release. 



When the lunch whistle 
blows at the Metropoli- 
tan Studios, Holly- 
wood. (Left to right) 

Mong, Priscilla Dean, 
Bill Boyd, Seena Owen 
and Charles Murray. 






Newspaper Feature Syndicates 
Get Behind "Laugh Month 



99 



Exceptional support to Laugh Month is 
being given by the various newspaper feature 
syndicates. Arrangements have been com- 
pleted whereby the various columnists, edi- 
torial writers, cartoonists and other special 
feature writers serving the thousands of 
American newspapers through the feature 
syndicates, are to devote special attention to 
the Laugh Month idea and boost for it 
wherever possible. 

An example of the wholehearted support 
Laugh Month is getting from these syndi- 
cates are the varied Laugh Month activities 
now being undertaken by the King Features 
Syndicate. From fifteen to twenty columnists 
of this service are to make Laugh Month a 
feature in one or more of their articles. Two 
special Laugh Month poems have been writ- 
ten and soon will appear in newspapers all 
over the country. The King syndicate is go- 
ing evert further in its support of the Laugh 
Month idea. It is sending out a special broad- 



side on Laugh Month to all the newspapers it 
serves, calling attention to the wide-spread 
benefits _ of the movement and calling upon 
each editor for liberal support. 

Six of the leading King features cartoon- 
ists and the following, well known inde- 
pendent artists, Terry, Webster, Bill Johnston 
and Locher, were filmed in special Laugh 
Month scenes for the Pathe News early this 
week. 

* * * 

R. T. NEWTON JOINS 
NEW "U" CHAIN 

Leaves New York to Investigate 

Potential Purchases 

R. T. Newton, who recently resigned from 
the Famous Players-Lasky Corporation after 
having been connected with the S. A. Lynch 
Enterprises and the Southern Enterprises for 
eight years, has been signed by the new 
Universal Chain Theatres, Inc. 

As soon as arrangements had been com- 
pleted between Universal and the former 
Paramount theatre executive, he left New 
York for an extensive trip through the South 
for Universal. He is looking over location 
sites for new theatres and investigating po- 
tential theatre purchases for the new Uni- 
versal corporation. 

During his experience with Famous Play- 
ers, he managed various groups of theatres 
in the cities throughout the South, buying 
and booking pictures in the Southwestern 
territory, with Dallas as his headquarters. 

Public Asked to Pick 

Next Valentino Picture 

The votes of ten million motion picture 
fans will dictate the policy of Rudolph 
Valentino's next starring photoplay. 

Simultaneously with the announcement 
that Valentino had been summoned home 
from Europe to begin a new picture, Joseph 
M. Schenck yesterday revealed plans for one 
of the most unique experiments in motion 
picture history. «. 

Through the medium of questionnaire bal- 
lots to be distributed to theatregoers in every 
part of the world, Mr. Schenck hopes to dis- 
cover the type of, role in which Valentino 
is most desired. His next picture will be 
patterned along those lines. 

Four of the star's most famous character- 
izations will be given as examples. Fans 
will be asked whether they would rather see 
him as he appeared in "The Four Horse- 
men," "The Sheik," "Blood and Sand," or 
"The Eagle," his most recent United Artists 
Corporation release. 

The screen rights to four of the season's 
best sellers have been obtained and each 
story is similar to one of the star's greatest 
pictures. The votes of the fans will decide 
which story shall be filmed. 

% l}j sfc 

Famous Players Buy 

In At Toledo, Ohio 

Famous Players-Lasky Corp., through its 
newly formed Publix Theatres, Inc., are re- 
ported to be financiall}' interested in the new 
16 story office building and theatre which 
will seat 3,300, to be financed and constructed 
in Toledo, Ohio, by R. Levine & Co., Inc. 
The entire project is estimated to cost 
$4,500,000. 



JANUARY 

is 

LAUGH 
MONTH 



Theatre Construction 

BOSTON, MASS. 

Archt: Not selected. Owner J. C. Kielly, 
E. F. Cassell 18 Tremont street. Plans thea- 
tre. Green, Chardon & Pitts Sts. 

WOBURN, MASS. 

Archt : G. E. Robinson, Chamber of Com- 
merce Bldg. Drawing plans for a theatre at 
Pleasant & Federal Sts. Owner E. M. Dan- 
gel, 18 Tremont St., Boston, Mass. 

DETROIT, MICH. 

Archt: P. R. Pereira, 333 State St., Draw- 
ing plans for a theatre at Adams Ave. Own- 
er C. H. Miles, Griswold & State Sts. 

MILWAUKEE, WIS. 

Archt: E. A. Meyer, 2703 Lisbon Ave. 
Drawing plans for a theatre at North & 
Fond du Lac Sts. Owner Semi & Pessin, 
1606 North Ave. 

OMAHA, NEB. 
Archt. not selected. Liberty Film Co., 1514 
Davenport St., planning to build a theatre at 
20th & Dodge Sts. 

HARTFORD, CONN. 
Archt : G. A. Sanblom, 145 West 45th St., 
New York City. Drew plans for a theatre at 
Village St. Owner Harris Bros, c/o Archt. 

MADISON, WIS. 

Archt : P. M. Homer, Madison. Drew plans 
for a theatre at Madison, Wise. Owner E. 
Michalson, 1949 Winnebago St. 

G. L. Rapp Archt: 190 North State St., 
Chicago, 111. Drew plans for a theatre. 
Owner W. G. Beecroft, 6 West Miffin St. 

DULUTH, WIS. 

Archts : Gilliuson, Ellingson & Erickson, 
Lonsdale Bldg. Drew plans for a theatre at 
Superior St. & E. 2nd Ave. Owner G. G. 
Ha/tley, 740 East Superior St. 

LOS ANGELES, CAL. 
Archt: L. A. Smith, Lilyfletcher Bldg. 
Drew plans for a theatre at Maplewood, 
and Western Aves. Owner West Coast 
Theatres Inc., Film Exchange Bldg. 

•LOWELL, MASS. 

Archt : J. A. Tuck, Park Sq. Bldg. Drew 
plans for a theatre at Merrimack Street. 
Owner S. Katz, c/o archt. 

VERNON, TEXAS 

Arthur Keys is opening a new theatre in 
Vernon, Texas. 

CICERO, ILL. 

Cicero, 111.— Archt., E. P. Rupert, 822 W. 
79th St., Chicago, 111. Drew plans for a 
theatre at N. E. corner of 25th and and 63rd 
Streets, Cicero. Owner, S. J. Gregory. 



ENTRY BLANK FOR 
LAUGH MONTH 
EXPLOITATION 
CONTEST 

(Use this coupon to file your 
entry in the prize contest for the 
best Laugh Month exploitation. 
Send entry to Laugh Month 
Committee, 218 West 42d Street, 
New York City.) 

Name of Theatre 

Address 

City or Town 

State 

Name of person responsible for cam- 
paign 

(This is the person to whom 
money will be paid if this entry 
wins) 

Is theatre first run, second run or 

subsequent run? 

Seating capacity 

Population of City or Town 

Was campaign for one day, two days, 

three days or a week? 

Was a particular comedy exploited? 

If so, give title and name of distr - 

buting company 

(It is not necessary that a par- 
ticular comedy should be ex- 
ploited, it being sufficient if th: 
campaign boosts LAUGH 
MONTH. But if a particular 
comedy is exploited, it must be 
a short comedy — not more than 
three reels.) — E. T. R. 



December 19, 1925 



Page 15 



Loew Compliments 
Metro Organization 

Credit for the high quality of the Metro- 
Goldwyn-Mayer productions does not go al- 
together to the artists, writers and directors 
of that organization, according to Marcus 
Loew, president, who is now on his annual 
visit to the studios at Culver City. 

Much of the credit is due the highly effi- 
cient studio organization, and the various 
departments thereof, Mr. Loew told the ex- 
ecutives assembled at a dinner last Saturday 
evening. 

"I can't resist the temptation of personally 
thanking you for your wonderful cooperation 
in the making of our productions," said Mr. 
Loew. "Without the efficiency of the various 
departments represented by you men, pictures 
such as we turned out this year could never 
have been made. You who have contributed 
so much towards our successful production 
can be assured that as long as I am with the 
organization you will remain with us and that 

will be all my life, I hope. 

* * * 

Jersey on War Path 

(Continued from page 7) 
years against the Blue Laws, is rapidly near- 
ing victory. 

fn his report, President Seider declared 
that the time is rapidly nearing when the- 
atre owners, not only in New Jersey but in 
the entire country, will be emancipated from 
political dominance of such things as Blue 
Laws. He spoke of the necessity for har- 
mony in the entire industry but stressed the 
point that before all things, the exhibitor 
must recognize that his salvation reposes not 
only in his state organization but in the 
National organization. 

Mr. Seider informed the 28 directors and 
associate directors in attendance that he had 
submitted to members of the New Jersey 
legislature copies of the current New Jersey 
organization's bulletin. In this bulletin Mr. 
Seider quotes the Law in New York State 
regarding the exhibition of Sunday pictures. 

"Any law that is not respected is a bad 
law. If I were opposed to Sunday movies I 
would first advocate the repeal of the anti- 
quated and obsolete 'Blue Law' — that the 
motion picture industry shall be freed from 
the 'Vice and Immorality Act.' " 

An outstanding event at the Trenton meet- 
ing was the report of J. B. Fox that he had 
collected over $1,000 for state and national 
dues in Burlington, Atlantic and Camden 
Counties during the past month. Air. Fox 
reported that never before had he found the, 
local organization so highly regarded. 

Other resolutions in addition to the one 
sanctioning the drawing up of a Local Option 
Bill for legalizing Sunday movies included a 
significant one. This was that the organiza- 
tion will never make a membership affilia- 
tion with the M. P. P. D. Assn. In this re- 
spect, however, the point was emphasized 
that New Jersey will continue to function 
and co-operate for the common welfare of 
both Producer and Theatre Owner. 

The association also went on record as 
opposed to the Bill to be introduced by Con- 
gressman Randolph Perkins authorizing col- 
lection! of a tax by music publishers in ex- 
cess of what the association believes to be a 
' fair profit, especially since it would mean 
the payment of royalties to foreign societies. 

New Jersey theatre owners were warned 
not to answer any questionnaires of any de- 
scription which might come to them through 
the mails, until after they have been thor- 
oughly investigated by the organization. 

Another resolution put the organization 
on record as opposing voting of any nature 
through the mails. It was at this time that 
the increased volume of business was men- 
tioned with a recommendation that in the 



near future the directorate may be divided 
into Administrative Committees to expedite 
matters with all thoroughness. 

A resolution of sympathy and condolence 
was extended to Sydney Samuelson, Chaiv • 
man of the Board, over his bereavement in 
the recent death of his father. 

The direct proof that Famous Player.. 
Lasky, contrary to the denial it made at trie 
last session of the New Jersey organization, 
is booking the "Ten Commandments" on a 
non-theatrical basis, was presented to the 
directors at Trenton in the form of a news- 
paper advertisement which publicized the 
"Ten Commandments" as playing in an in- 
dependent hall in a New Jersey town on 
December 1 and 2. 

The next meeting will take place at Moi- 
ristown, when the directors will be the guest 
of National President R. F. Woodhull and 
I. A. Roth. 

Those in attendance at the Trenton meet- 
ing included : W. C. Hunt, Wildwood ; Ben- 
jamin J. Hayney, Riverside; John Mannix. 
Bordentown ; E. Thornton Kelly, Palisade ; 
I. A. Roth, Morristown ; Joseph and Samuel 
Varbalow, Benjamin Schindler, Camden ; 
Louis Gold, Newark; Joseph Bernstein and 
John Keale, Jersey City; A. W. Hill, Pauls- 
boro ; J. B. Fox, Burlington; Lee Newbury, 
Belmar, Leon Rosenblatt, Bayonne ; L. G. 
Juskowitz, Perth Amboy ; Louis Rosenthal. 
Orange; Frank L. Warren and Walter H 
Olden, Princeton ; I. M. Hirshblond, Toms 
River ; Pearson H. Hume, H. H Laird 
Russell H. Lamont- William Keegan, Charles 
Hildinger, Isaac Levy and Phillip Blaustein, 
Trenton; Sydney Samuelson, Newton, Chair- 
man of the Board, and President Joseph M. 
Seider. 



Mae Marsh a Mother 

PASADENA, Cal, Dec. 18.— Mae Marsh, 
film star, became the mother today of a 
seven-pound boy. 

She was already the mother of a girl, 
Mary. 

^ ^ # 

"Tumbleweeds" at Strand 

William S. Hart in "Tumbleweeds," the 
fifth of the United Artists special produc- 
tions of the season, and Ted Lewis with his 
clown band and Miss Bobby Arnst, the 
dancer, form the double feature program at 
the Mark Strand theatre the week beginning 
Sunday, Dec. 20. 

"Tumbleweeds" is from the story by Hal 
G. Evarts and it was directed by King 
Baggott. Barbara Bedford is leading woman, 
with an exceptional cast. 



New Independent 
Enters Hollywood 

H. E. Edington, for six years business 
manager of the Goldwyn Studio at Culver 
City, and just back from abroad, where he 
spent nearly two years as General Manager, 
in charge of production of "Ben Hur," an- 
nounces that he is to be the next Independent 
Producer of pictures in Hollywood. At 
least he is to produce pictures independently 
for one of the largest of New York and 
English picture interests. 

Mr. Edington has three stories ready for 
production. Two are from books by well 
known English novelists and one an original 
written by himself. The latter, according 
to one of the best directors in pictures, 
should be a sensation, due to the fact that 
it has a theme and treatment never before 
touched upon by our well known authors. 

* # * 

Buys Control of Studio 

LOS ANGELES, Cal.— Purchase of full 
control of the Marshall Neilan motion-pic- 
ture studio was announced today bv A'Tarshall 
Neilan, film producer. Heretofore a half 
interest has been owned by Pat Powers. 

* * * 

Newspaper Cooperation 
Sought for Snorts 

(Continued from page 7) 

often could not remember what the feature 
was all about. He also compared the play- 
ing of shorts on feature programs with the 
situation in vaudeville years ago, when they 
would open the bill with any "dumb" act, 
follow with their feature acts and close with 
more "dumb" acts. Today the smart vaude- 
ville manager tries to open with a good act, 
because he knows if his curtain raiser is a 
good one, the whole bill will get a good 
review by critics. " The same holds good in 
pictures. A good short very often saves 
and bolsters up the entire program. 

Motion picture critics of newspapers and 
magazines present were Mordaunt Hall, New 
York Times, Agnes O'Malley, Photoplay 
Ro'-e Pelswick, New York Journal, McVeagh, 
Post, Thirer. Daily Neivs, and Eileen Creel- 
man, New York American. 



Do Your Shopping Early 



Bebe Daniels, Para- 
mount star, believes in 
doing her Christmas 
shopping early — with 
the result that she ha; 
been checking lists ovei 
and over again. Mayb 
it's best to let it go, an.' 
just take pot-luck 
chances 




Page 16 



Exhibitors Trade Review 




First National came in with four of the lucky thirteen that 
■were chosen as the Wampas Baby Stars for 1926. From 
left to right, Joyce Compton, Mary Astor, Marceline Day 
and Dolores Del Rio. 



The Lucky Thirteen 




Sally O'Neill (full photo) and Joan Craw- 
ford (circle) were Metro-Goldwyn-Mayer's 
contribution to the Hollywood Hall of 
Fame. Joan Crawford made her entre into 
pictures in Jackie Coogan*s "Old Clothes." 
Not a bad break at all. Sally will be 
seen in "Sally, Irene and Mary,' a forth- 
coming M-G-M production. 



HERE they are. The thirteen girls whom the Wampas selects each year as 
the most promising young leading women on the screen and whom this 
year the publicity men are labelling "Wampas Stars of 1926." 
No longer are they called "baby stars." This time, the astute publicists are 
going on record as predicting the girls' elevation to stardom within the calendar 
year, based on their study of the girls' merits, achievements and future promise. 

Over one hundred girls were considered by the entire Wampas membership 
before the vote. The results were announced last night at the meeting of the 
publicity men and girls will be present 



ed in all their glory at the 1926 Wam- 
pas Frolic and Ball which will be held 
at the Shrine Civic Auditorium on 
February 4. 

The lucky girls include : 

MARY BRIAN 

Mary Brian, from Texas, first came 
to the screen as "Wendy" in "Peter 
Pan," and is now in "Behind the 
Front" at the Lasky Studio, where she 
is under contract. 

JOYCE COMPTON 

Joyce Compton, ".of Kentucky, is a 
newcomer to the films. She, too, has 
a First National Contract; her first part 
was in "What Fools Men." 

DOLORES COSTELLO 

Dolores Costello, the only New 
Yorker on the list, is a daughter of 
Maurice Costello, early screen idol. 
She started in musical comedy and is 
now a Warner contract player, having 
Worked most recently opposite John 
Barrymore in "The Sea Beast." 
JOAN CRAWFORD 

Joan Crawford also hails from Texas. 
Her stage name was Lucile Le Sueur. 
Her first screen role was in Jackie 
Coogan's "Old Clothes," followed by 
the part of "Irene" in "Sally, Irene and 
Mary." She is under contract to Metro- 
Goldwyn-Mayer and has been loaned to 
Harry, Langdon. 



MARY ASTOR 

Mary Astor, now with First Nation- 
al, played opposite Douglas Fairbanks 
in "Don Q," and John Barrymore in 
"Don Juan." 



Rev. Neal Dodd, Wampas chaplain, 
Evelyn Gibbs, vault clerk and C. A. 
Vanderlip, • manager of the Commer- 
cial National Bank were the trustees 
for the Wampas votes. 




December 19, 1925 



Page 17 




Sally Long, (left) and Vera Reynolds made their bid for Edna Marian, popular Century player is trying to make a 

fame in the ranks of Producers Distributing Corporation. secret of the affair. Edna is a two reel specialist. Fay 

Both of these charming players have a comedy background. Wray is now playing opposite Jack Hoxie in his Universal 

"Fifth Avenue" and "The Road to Yesterday" were their Westerns. She also knows something of the two reel 

vehicles. comedies. 




Dolores Costello, daughter of the one-time 
matinee and screen idol, Maurice Costello, 
has cast her lot with Warner Brothers. It 
took less than no time for her abilities to 
receive the recognition they so richly de- 
served. She is the only New York girl on 
the list. 

MARCELim DAY 

Marceline Day recently came into 
prominence after a couple of years in 
bits and small parts. Her two latest 
featured roles were in "The Splendid 
Road," produced by Frank Lloyd, and 
"The Barrier," an all-star production. 

DOLORES DEL RIO 

Dolores Del Rio is the young Mexi- 
can beauty whom Edwin Carewe in- 
duced to enter the films and who is 
scheduled for a featured role in one 
of his early productions for First Na- 
tional. 

SALLY LONG 

Sally Long is another recruit from 
musical comedy. Her most recently 
important screen role was in the Belas- 
co production, "Fifth Avenue." 



JANET GAYNOR 

Janet Gaynor has been in the films 
just a short time. Already she has to 
her credit leads in a number of Uni- 
versal Pictures, and recently she was 
signed by Fox on a long-term contract. 
Her first featured part is in Irving 
Cummings' "The Johnstown Flood." 

SALLY O'NEIL 

Sally O'Neill was "discovered" by 
Marshall Neilan, and stepped right into 
a prominent role in "Mike." She is 
now under contract to Metro-Goldwyn- 
Mayer and will be seen soon as "Mary" 
in "Sally, Irene and Mary." 

EDNA MARIAN 

Edna Marian is internationally known 
as a star of Century Comedies, al- 
though she has recently played import- 
ant roles in several dramatic pictures 
at Universal and Fox. 



r 




Janet Gaynor got her first featured role 
in "The Johnston Flood" which was di- 
rected by IrvinK Cummings for Fox. She 
has been placed on a long time contract 
by that company. 



Mary Brian must have been wearing the 
Seven League Boots. Her rise to fame, 
since she played her first role as "Wendy" 
in "Peter Pan" for Paramount. 




VERA REYNOLDS 

Vera Reynolds is another Wampas 
Star of 1926 with a comedy back- 
ground. Her dramatic opportunity was 
in "Icebound," where she was "discov- 
ered" by Cecil B. de Mille and played 
with him in several of his pictures 
while he was still with Lasky. Since 
the organization of his own company, 
he has signed Miss Reynolds for a 
long-term contract and is featuring her 
in a number of pictures, of which the 
first is "The Road to Yesterday." 

FAY WRAY 

Fay Wray was born in Canada but 
had her first professional experience in 
the Hollywood Pilgrimage Play. Sub- 
sequently, she appeared in a number of 
comedies and is now under long-term 
contract to Universal, for whom she is 
now playing opposite Jack Hoxie, un- 
der the direction of Al Rogell. 



Page 18 



Exhibitors Trade Revieu 



PRODUCTION HIGHLIGHTS 



H. B. WARNER, widely known stage 
star, comes to the De Mille Studio after a 
year's triumphant success in New York 
where he played in the stage version of 
"Silence." 

LEATRICE JOY, who recently re- 
turned to Hollywood following a shopping 
invasion of New York, starts her next star- 
ring vehicle for DeMille "Eve's Leaves," 

within a few weeks. 

* * * 

LEX NEAL, Max Gold and Andrew 

Bennison have been added to the West Coast 
directorial staff of Fox Film. They are work- 
ing under the personal supervision of George 
E. Marshall, comedy director general. 

RAY PECK, director of the Canadian 
Government Moving Picture Studio, Ottawa, 
spent last week on a speaking tour in Illi- 
nois and Indiana, addressing a number of film 
clubs. 

* * * 

HARRY SWEET has been added to the 

unit making the Paramount junior stars' pic- 
ture, "Glorious Youth." 

* ^ ^ 

BERT ROACH, comedian, has returned 

to Metro-Goldwyn-Mayer Studios following 
a much needed vacation. His last work was 
in the Rupert Hughes picture "Don't." His 
next role has not been assigned. 

$ 4i 

LON CHANEY says he is going to the 
hospital — but we doubt it. It all came about 
from his playing a cripple as one of the 
characters in a dual role in his new starring 
■vehicle "The Mocking Bird." The result is 
it has "left him full of kinks," as he says. 
"The Mocking Bird" is a Tod Browning story 
for Metro-Goldwyn-Mayer. 

* * * 

CAREY WILSON scenarist is consult- 
ing with John M. Stahl, director who is 
preparing to make a screen version of "Toto," 
the stage play in which Leo Dietrichstein 
made a memorable hit. 

RENEE .ADOREE, Metro-Goldwyn- 
player, is recuperating with a short holiday 
following her completion of the role of the 
French dancer in "The Mocking Bird." Miss 
Adoree "jumped" to this production from 
"La Boheme." 

* * * 

CET WITHEY is directing Evelyn 
Brent in "Bright Lights" for F. B. O. Theo- 
dore Von Eltz is playing opposite. 

BUCK JONES, under the direction of 
R. William Neill, has left Hollywood for a 
location "somewhere in Mexico," to start 
filming the new sequences of a seventh F x 
vehicle for the current season. This is the 

"Fighting Buckaroo." 

* * * 

HOWARD HAWKS is directing, with 
with May McAvoy in the leading feminine 
role, "The Road to Glory." He wrote the 
story hmself and his handling of it is as fine 
as his creation. 

RAOUL WALSH has been assigned by 
Fox to direct the screen version of "What 
Price Glory." Walsh, who is now with Fam- 
ous Players-Lasky, will start work on this 
production the first of the new year. He 
hopes to exceed his fine work in the direction 
of Douglas Fairbanks in "The Thief of Bag- 
dad," and Pola Negri in "East of Suez." 

JANET GAYNOR, is a new star shin- 
ing on the Fox Films lot. She portrays 
the role of Ann Berger in the realistic pro- 
duction, "The Johnstown Flood." 



THEDA BARA, our old familiar vam- 
pire, has been signed by Hal Roach to play 
in two reel comedies. She expects to start 
work early this week. 

# * * 

RUDOLPH VALENTINO is on his 

way to London, where he will witness the 
English Premiere of his first United Artists 
picture, "The Eagle." 

# * # 

LYNN REYNOLDS has started the di- 
rection of Hoot Gibson in "Chip of the Fly- 
ing U," a novel of the Canadian Northwest 
Mounted Police. He recently finished direct- 
ing House Peters in "Comeback." 

# * * 

RUPERT JULIAN, fresh from the com- 
pletion of 'Three Faces ETSt," is sporting 
bffef rest before he starts his next picture 
for Cecil B. DeMille. 




If Santa hadn't been quite so wise, he 
might have been caught this time in his 
work of leaving Christmas gifts by Mildred 
Davis, who tried to put one over on the 
foxy old fellow by sneaking up on the 
fireplace with a candle. Miss Davis has 
just returned to the screen with Para- 
mount. 

WILLIAM CODY has finally com- 
pleted his tenth western thriller for the In- 
dependent Pictures Corp. Joan Meredith is 
playing opposite him in the picture which is 
called "Shooting Straight." Watch Bill put 
it over in this one. 

* * * 

DUKE WORNE is directing the film- 
ing of "Help! Police!!" This is a Duke 
Worne production with Richard Holt and 
Marie Beth in the leading roles. 

* * # 

WALTER HIERS has returned to work 
at Christie Studios after two months ab- 
sence, caused by having injured his hand in 
a studio mishap. 

* * * 

PETER B. KYNE, well known fiction 
writer, has arrived in Hollywood to begin 
work on "Rustling for Cupid," one of four 

original stories to be made for Fc x Films. 



RUDOLPH CHILDKRAUT it is re- 
ported from many quarters, may be starred 
in "The Auctioneer" soon to be filmed for 
Fox. 

* * * 

ROL DEL RUTH has been named by 

Warner Brothers to direct the picturization 
of a story by A. C. Lancaster which bears 
the temporary title of "The Grafters." 

* * * " .. 

CHUCH RAISNER, director for War- 
ner Brothers, whose "Good-bye Broadway, 
Hello France," was one of the most popular 
of war-time 1 songs, is now writing a song to 
accompany Syd Chaplin's next picture, "Oh, 
What a Nurse !" 

* * * 

FRANK LLOYD, producer of First 
National pictures, recently paid a brief 
visit to the First National Oriental small 
branch in Kobe, Japan, where he was wel- 
comed by Horace T. Clarke, exchange 
manager and his staff. A welcome dinner 
by the Japan Motion Picture Association 
was arranged. 

* * * 

JOHN FRANCIS DILLON, who is di- 
recting Lewis Stone and Anna Q. Nilsson 
in the featured roles of "Too Much 
Money" is putting the final touches to this 
picture. 

* * * 

DOLORES DEL RIE, who is reputed 

to be one of the richest women in Mexico 
has been honored as "The most beautiful 
screen actress in Hollywood," by The 
Wampas West Coast Organization of Pub- 
licity Men. 

* * * 

ROBERT T. KANE has started casting 
his fourth picture of the current season for 
First National. This is "The Dances of 
Paris," by Micakel Arlen, which will go 
into production next week under the direc- 
tion of Alfred A. Sentel. 

* * * 

RICHARD BARTHELMESS, is in 

Florida vacationing between productions, 
and the betting is even in New York's 
film colony as to whether he will — or will 
not — return as a bloated Florida real estate 
holder. 

* * * 

SAM E. RORK returned last week to 

Hollywood exulting in the success of his 
latest First National picture, "Clothes 
Make the Pirate," starring Leon Errol, 

supported by Dorothy Gish. 

* * * 

TOM MIX plays as a mounted police- 
man. Knowing Tom's ppst actions this seoms 
unbelieveable, but it all happens in "My 
Own Pal," his latest starring vehicle for 
Fox Films, in which he appears as Tom 
O'Hara, late of the range but now a mem- 
ber of the cops. 

* * * 

ADELA ROGERS ST. JOHNS, well 
known screen and magazine writer is pre- 
paring an original story for Tom Mix. 

* * * 

MAT MOORE, who plays the part of 
Tommy Tucker in "The First Year," is 
giving one of the best performances of 
his career. In fact, many who watched the 
picture, in the making, declare that the 
situation and his treatment of them make 
the picture even better than the play o f 
that name. 

* * * 

GEORGIE HARRIS and Barbara Ludy 
will appear in the leading roles of "Pawn- 
shop Politics," which has gone into pro- 
duction at Fox Studios under the direction 
of Benjamin Stoloff. 



December 19. 1925 



Page 19 



BOX OFFICE REVIEWS 



SKINNER'S DRESS SUIT 

Universal Photoplay. Story by Henry 
Irving Dodge. Directed by William A. 
Seiler. Length, 6,887 feet. 

CAST AND SYNOPSIS 

Skinner Reginald Denny 

Honey Laura La Plante 

Perkins Ben Hendricks, Jr. 

McLaughlin E. J. Ratcliffe 

Tommy Arthur Lake 

Mrs. Colby Hedda Hopper 

iackson Lionel B rah am 
liss Smith Betty Morrisey 

Mr. Colby Henry A. Barrow 

Tailor William W. Strauss 

Mrs. Wilton Lila Leslie 

Mr. Wilton Broderick O'Farrell 

Mrs. Jackson Lucille Ward 

Mrs. Crawford Lucille De Nevier 

Mrs. McLaughlin Frona Hale 

Skinner is a clerk, idealized by his young wife, 
who believes he is a wonderful business nian. She 
urges him to ask for a raise. His employer refuses, 
but in order not to disappoint his wife, Skinner tells 
her he has received the raise. She insists now he 
must have a dress suit. The purchase of this in- 
volves so many other social obligations that they 
are soon plunged heavily into debt. As a final blow, 
Skinner loses his job. When things look darkest, 
Fate suddenly brings Skinner more business through 
the successful appearance afforded by his dressing, 
than he ever attained by plodding diligently in his 
office. In the end, Skinner becomes a partner in the 
concern for which he previously labored as a lowly 
underling. 

By Michael L. Simmons 
"gKINNER'S DRESS SUIT" fits 



snugly, so to speak, around the tal- 
ents and personality of Reginald Denny. 
The result is sure-fire audience entertain- 
ment, embracing many laughable situations. 
An excellent booking proposition. 

The star is here abetted by the very per- 
sonable qualities of Laura La Plante, 
whose good looks and well-simulated igno- 
rance of practical housekeeping lends a 
most diverting note to the proceedings. 

Director Wm. A. Seiter has gone the 
makers of comedies one better, so far as 
taking advantage of the modern dance craze 
is concerned. He has injected some hilari- 
ously funny dance sequences, which fairly 
out-Charleston the Charleston, and known 
as "The Savannah Shuffle." 

The story is by no means a new one, but 
its treatment as staged here, is. The atmos- 
phere of bridge parties, home-socials, and 
suburban life is well done, and generously 
sprinkled with human interest material. 

The moral of the dress suit is carried 
out with deft touches of irony and humor — 
showing the many other obligations attend- 
ant to the purchase of dinner clothes until 
the wearer is headed for sure bankruptcy. 
Finally, the very thing that causes all the 
trouble brings the wearer prosperity because 
of the air of success the suit gives him. 

It's a "natural" for exploitation. There 
is the dress suit angle for clothiers; a radio 
set furnishes subject matter in one laughable 
sequence ; real estate also offers opportuni- 
ties in that direction — and haberdashers 
will find something to interest them here. 



SOME PUN'KINS 

Chadwick Pictures Corporation Photoplay. 
Story by Bert Woodruff and Charles E< 
Banks. Directed by Jerome Storm. 
Length, 5,900 feet. 

CAST AND SYNOPSIS 

Lem Blossom Charles Ray 

Pa Blossom George Fawcett 

Ma Blossom Fanny Midgley 

Mary Griggs Duane Thompson 

Josh Griggs Bert Woodruff 

Tom Perkins Hall am Cooley 

Constable Wm. Courtright 

Gossip Ida Lewis 

Mossville picks up its ears at the arrival of Mary 
Griggs. Lem Blossom, ambitious, sees in her an 
incentive for the completion of his inventions. As 
a means to success Lem conceives the idea of cor- 
nering the local market on pumpkins (having learned 
that a frost has killed up-state product) and selling 
to the cannery. Josh Griggs, and Tom Perkins, 
suitor for Mary's hand, both see in Lem's plan a 
set-back to their own scheme, they being interested 
in the cannery. They instigate a run on Lem for 
immediate payment by the countless contributors to 
his "corner." As the angry mob presses him, the 
fire bell rings. Lem rushes for his water-pump, his 
invention, and with the help of this saves the Griggs 
house. He rescues Mary from certain death, with 
the help of his folding ladder, also his invention. 
Old Man Griggs returns good for good, by tiding 
Lem over in his pumpkin deal, and blessing the 
union of Lem and Mary. 

By Michael L. Simmons 

1 ^/ r E find Charles Ray here in a role com- 
pletely as of yore, but with no pretence 
to seriousness in the story. A typical, rural, 
semi-melodramatic farce, promising a fair 
evening's entertainment for the smaller 
houses. 

You can smell the wisps of hay in Ray's 
handling of the "rube" role — a broad, un- 
adulterated stage-comedian version of the 
Hick from Hen's Foot Corners himself. 
But not by a long shot does Ray approxi- 
mate his former impressiveness in this sort of 
thing. 

Much of variety has been packed into 
the situations. There are amusing shots of 
the country gawk twisting himself up like a 
pretzel from the sheer embarrassment of 
attempted love-making; of an extraordinary 
incident in which a wholesome youth resents 
his father's ill-treatment of his mother by 
"knocking the old man cold" (this might 
better have been left out) ; a dance in which 
the gawkiness of the hero is held up to buf- 
foonery; and finally a heroic rescue at a 
raging fire. 

That catalogues the ingredients out of 
which "Some Pun'kins" is made. There 
are several sure-fire laughs in the Ray man- 
ner, but hardly with the "kick" as it was 
with the Ray of old. A scene showing a 
huge pile of pumpkins, said to weigh thirty 
tons, makes for a spectacular shot. 

On tie-ups, try the restaurants to ar- 
range for a "Pun'kin Pie Week." Get in 
touch with groceries for a more intensive 
featuring of pumpkins, lending your aid so 
that mutual benefits will result. The thought 
that also suggests itself is a walking ballyhoo 
of a huge pumpkin made from paper 
mache. 



A WOMAN OF THE WORLD 

Paramount Photoplay from the novel by 
Carl Van V echten. Directed by Mai 
St. Clair. Length, six reels. 

CAST AND SYNOPSIS 

Countess Elnora Natatorini Pola Negri 

Gareth Johns Charles Emmett Mack 

Richard Granger Holmes Herbert 

Lennie Porter Blanche Mehaffey 

Sam Poore Chester Conklin 

Lou Poore Lucille Ward 

Judge Porter Guy Oliver 

Mrs. Maerbauer Dot Farley 

Mrs. Fox May Foster 

Annie Dorothea Wolbert 

The Countess Elnora, disappointed in love and 
betrayed by the man she believed in most, decides 
to leave society's European playgrounds, and retire 
to the quiet, subdued life of a mid-western American 
city. Her arrival in the strictly moral community 
occasions a sensation. Her exotic appearance and 
manners are the basis for slanderous gossip, which 
finally reaches the ears of the district attorney, the 
town's paragon of virtue. He orders her to leave 
town. She refuses. At a public bazaar, in an im- 
passioned oration the district attorney brands the 
countess as an immoral woman. Later the infuri- 
ated Countess horse-whips him, and, strangely, he 
accepts it in a chastened spirit. He realizes that 
he loves her, and the Countess experiences the same 
feelings for him. So the odious incident closes with 
their betrothal. 

By Michael L. Simmons 

pOLA NEGRI, gorgeously gowned and 
exhaling exotic waves of personal mag- 
netism, endows this film with the interest 
that her peculiar personality usually exerts. 
On the side, Mai St. Clair, the director, 
has added some Hal Roach comedy flour- 
ishes, which brings the film to the very 
brink of broad farce. The odds are all in 
favor of sending the customers away feeling 
that they've gotten their money's worth. 

The change in Miss Negri's case is di- 
verting. Her appearance in the atmosphere 
of the "sticks" gives the sensation in re- 
verse of seeing a Child's waitress mingling 
with the elite in a Park Avenue bridge 
party. Add to this, Chester Conklin in a 
three-ply mustache doing a facial "slap- 
stick," and you certainly get the impression 
of parody instead of drama. 

This isn't poking fun at the film. It's 
simply showing that there is fun in it, and 
what kind. The director was after just 
that kind. 

Nevertheless there are some serious mo- 
ments. When the infuriated Countess 
lashes out at her accuser with a horse-whip 
— six stinging blows across the face — the 
effect is really breath-taking. The women, 
too, are going to have some happy mo- 
ments giving the "low-down" to Pola's 
amazing wardrobe and jewels. 

It will be seen, then, that here is a film 
with star appeal definitely established on 
the one hand, an amusing brand of comedy 
on the other, and an atmosphere to satisfy 
those who have tired of the settings which 
have invariably surrounded the star in her 
previous appearances. 

Exploit Pola Negri to the limit, get in 
touch with modistes for gown tie-ups, do 
the same with jewelers, and don't overlook 
the book-shops selling Van Vechten's novel. 



Page 20 



Exhibitors Trade Review 



THE GOLDEN COCOON 

Warner Brothers Photoplay. From the 
Novel by Ruth Cross. Directed by 
Millard Webb. Length, six reels. 

CAST AND SYNOPSIS 

"Gregory Cochran Huntly Gordon 

Molly Shannon Helene Chadwick 

Mr. Renfro Richard Tucker 

Split-Ticket Dillworth Frank Campeau 

Mrs. Shannon ; Margaret Seddon 

Mrs. Parker Carrie Clarke Ward 

Mr. Shannon Charles McHugh 

The Baby Violet Kane 

Molly Shannon is jilted by a Mr. Renfro almost 
.at the very altar. In her grief, she walks the 
streets in a blinding rain, bewildered and shocked. 
In this 1 condition she is almost run down by a train, 
whence she is taken care of by • Gregory Cochran. 
■Cochran brings the happiness into her life that she 
missed by" marrying her. They are blessed with' a 
jovely girl. Gregory has risen - high and has been 
nominated to- run for governor. The opposition, 
.determined to create scandal to beat him, suddenly 
.confront Molly with spurious evidence of past hns- 
. deeds. Knowing that mere public mention of this 
Will defeat her husband, she decides to leave him. 
The papers print , a report of her death., The ; day 
before election she is discovered by Renfro,. who is 
in league with the oppositipn. He goes to bring 
Cochran the news, followed' unseen by Molly- In 
.'Cochran's quarters Molly and Renfro struggle for 
the possession of a gun, and in the scuffle the latter 
is mortally wounded. Cochran bursts into the room 
to gather Molly to his arms. In their future happi- 
jiess she forgets the grim past. 

By Michael L. Simmons 

'TM-IIS is a rather stereotyped story, if not 
an actually implausible one, depicting 
the wife who would sacrifice her own hap- 
piness in order not to stand in the way of 
her husband's career. However, smooth 
direction and excellent sets give it an en- 
tertainment grade that should strike an aver- 
age note at the rural box-office. The more 
unsophisticated the audience, the more the 
film is likely to be enjoyed. 

Huntly Gordon cuts a good figure in this 
picture, at least one good to look at and 
committing no noticeable blunders. Per- 
haps, had he been capitalized for more fre- 
quent appearances, a marked improvement 
in the appeal of the picture might have 
resulted. 

As it is, Helene Chadwick carries the 
heavier burden of the acting with fluctuating 
results — now good, now not so good — ■ 
achieving no particular distinction at any 
point. Nevertheless, the smoothness of the 
continuity and the uninterrupted unraveling 
of the story gives just enough appeal to 
bring it up to the grade estimated in the 
first paragraph. 

A shot showing the heroine staggering 
around in a blinding rain, bewildered and 
grief-stricken with the news that she has 
been jilted, achieves a very fine moment 
pictorially, and helps provoke sympathy for 
the role. In fact, the photography is good 
all around. A child player contributes a 
few moments of the kind that will probably 
tickle the fancy of women, but on the whole 
the film will hardly set the picture world 
aflame. 

The essay angle would seem to be best 
for exploitation, the subject being "What 
Sacrifices Would You Make for Your 
Husband?" Snipes and heralds in the 
form of election ballots would be kindred 
with the atmosphere of the film. And, of 
course, names like Helene Chadwick and 
Huntly Gordon are worth featuring in the 
billing. 



TIME THE COMEDIAN 

Melro-Goldwyn-Mayer Photoplay. Story 
by Kate Jordan. Directed by Robert 
Z. Leonard. Length, six reels. 

CAST AND SYNOPSIS 

Larry Bnmdage Lew Cody 

Nwq r»akin Mae Busch 

Ruth Dakon Gertrude Olmsted 

'lime, The Comedian Theodore Kosloff 

Ruth Dakon (Child) Rae Ethelyn 

Michael Lawler Roy Stewart 

Mrs. St. Germaine Paulette Duval 

Tom Cautley Creighton Hale 

Aunt Abbey Nellie Parker Spaulding 

Anthony Dakon Robert Ober 

Count De Brissac David Mir 

Prince Strotoff Templar Saxe 

Swedish Maid Mildred Vincent 

Nora Dakon, bored with the dullness of her mar- 
ried, small-town life,, agrees to run away with., a 
wealthy New York sportsman, Larry Brundage. 
Her husband commits suicide, and Brundage, dodg- 
ing the mess, leaves her. She is left alone with her 
{•ittle 'girl, Ruth. Time passes and Nora has achieved 
prominence in the operatic field, while Ruth is the 
admiration of all Paris. They give a party to cele- 
brate the Armistice, at which Brundage suddenly 
appears. He falls in love with Ruth. When Ruth 
tells her mother she intends to marry Brundage, 
Nora is desperate. She visits Brundage at his apart- 
ment, where Ruth finds her in Brundage's arms. 
Nora tells Ruth of the early tragedy, and Ruth 
gives him up. Later, Ruth is repaid for her sorrow 
by winning the worthy love of a steady admirer, 
Tom Cautley, an art student. 

By Michael L. Simmons 

'JpHIS might be described as a film where 
the trimmings are better than the main 
course. By trimmings is meant direction, 
sets, the good looks of at least one of the 
n^incipals, and novelty of presentation. 
Though neither the acting or the situations 
.are impressive, the story "gets by" because 
of its effects. Summed up in showmanship 
terms, you have a fair picture for average 
houses. 

What is lacking is stronger performances 
by the main characters. By reason of this 
defect, the film misses making the grade of 
"unusually good." 

The novelty of presentation is achieved 
by the figure of a clown, which allegorically 
represents "Time." He appears outside 
the story, between sequences and with each 
sub-title, much as the Devil used to cower 
behind the players in the plays of old. This 
part is done very effectively by Theodore 
Kosloff, and in a unique way establishes 
the mood for the whole picture. 

Scenes of Paris life among the artists 
give Robert Z. Leonard a chance to "throw 
a couple of parties" in his own inimitably 
lavish way, and these contribute a diverting 
quality to the film. Some interest will un- 
doubtedly find its way to the early se- 
quences showing life in Jersey City in 1 904, 
which reveals that according to the change 
in women's clothes, at least, Time is in- 
deed a comedian. 

There is little action of a melodramatic 
sort, no particular suspense at anv time. 
The story tries to stir the emotions by set- 
ting forth the incidents from a woman's 
tragic life. Elsewhere, this has been known 
to result in powerful drama, but here the 
situations never reach the gripping stage. 

Exploit this by tieing up with book-shops 
selling the novel. Angles for hook-ups with 
jewelers are very promising. And you can 
get lobby lure from a mechanically worked 
pendulum, on the bottom of which swings 
a rag-stuffed clown, grinning ironically at 
the crowds. 



THE MIDNIGHT LIMITED 

Rayarl Photoplay. Story by John Francis 
Natteford. Directed by Oscar Apfel. 
Length, 5,981 feel. 

CAST AND SYNOPSIS 

Alan Morse Gaston Glass 

Mary Foster Wanda Hawley 

Sam Foster Sam Allen 

John Reynolds William Humphrey 

Mrs. Reynolds Mathilda Brundage 

Hal Reynolds Richard Holt 

John O'Connor L. J. O'Connor 

Doctor Harrington Eric Mayne 

Doctor Jones Fred Holmes 

Gladys Kane Belva McKay 

Asst. Dispatcher Hayford Hobbs 

A young yegg drops off the red-ball freight to tap 
the safe at the isolated Rocky Mountain station of 
Benbow. The old agent gets the drop on him, and 
suddenly collapses from a paralytic stroke. The yegg 
is about to escape with his booty, when the agent's 
granddaughter appears on the scene. The yegg, 
thus interrupted, helps her put the old man to bed, 
and remains in the house. The doctor's diagnosis 
predicts total speechlessness and incapacity for an 
indefinite period. Attracted by something in the 
young girl's demeanor, the yegg determines to stay 
on. Later he saves a strong-box being shipped over 
.the company's lines from the hands of thieves. This 
proves he is going safe, and after adding further 
laurels by saving the Midnight Limited from total 
wreck, our hero wins the girl, with her grand-dad's 
consent, also the gratitude of the railroad company, 
which had learned of his checkered past and was 
about to prosecute him. 

By Michael L. Simmons 

r pHRILLS of the kind generally associ- 
ated with hair-breadths' prevention of 
train wrecks by the hero's courageous ac- 
tion, a slam-bang fist fight with desperate 
yeggs, and a neat little love story are woven 
into a railroad romance somewhat better 
than the usual melodrama of this kind. The 
result is a satisfactory box-office bet. 

The man who wrote this story evidently 
knew his railroads. He has captured the 
elements of railroading adventure with a 
knowing eye for effects. This in turn has 
been capitalized by Director Oscar Apfel, 
who clothes the incidents with the flesh and 
blood of vigorous action and close attention 
to detail. 

Several interesting situations offer a di- 
versity in theme, thus preventing the rail- 
road background from becoming monoto- 
nous. One of these is a shot of a Rocky 
Mountain cabaret, featuring an attack upon 
her former admirer by a woman scorned, 
and the other has a truly unique dramatic 
touch. This involves an incident in which 
the paralyzed station-agent attempts to 
voice his accusations against the "yegg" 
member of his household, and can only do 
it through the Morse code, by tapping on 
his soup-plate with a finger ring. Ironically 
enough, only the yegg comprehends the 
telegraphic message. 

The climax, in which the Midnight Lim- 
ited is brought to a stop only a bare few 
feet before the yawning void caused by the 
explosion of a bridge, is deftly achieved. 
In its place a freighter leaps high in the 
air and falls hundreds of feet below. 

For exploitation, a not unlikely expedi- 
ent is that of launching a co-operative cam- 
paign with the Railroad Engineers Broth- 
erhood. Then, there is the angle of Safe 
Deposit Vaults, a tie-up showing that the 
family jewels are far safer in the bank than 
under the mattress. Dressing the ticket 
office as a railroad station office will put 
your lobby in the proper character. 



December 19, 1925 



Page 21 



THE SPLENDID CRIME 

Paramount Production. From story by 
Wm. DeMille. Screen play by Violet 
Clarl ( . Length, 6,069 feet. 

CAST AND SYNOPSIS 

Jenny Bebe Daniels 

Bob Van Dyke Neil Hamilton 

Beth Van Dyke Anne Cornwall 

John Norton , Anthony Jowitt 

Dugan Fred Walton 

Kelly Lloyd Corrigan 

The Kid Mickey McBan 

Mary Josephine, Crowell 

Madam Denise Marcelle' Corday 

Jenny, known a-s the Magpie, has been taught 
.since childhood by her foster father the tricks of 
burglary. That is the extent of her education. Bob 
Van Dyke, whose home Jenny enters one night, 
■catches and releases her after pleading with Jenny 
to go straight. It's. a. case of love at first sight with 
Jenny and for his sake, she quits the game. In. the 
capacity of seamstress Jenny again comes to the 
Van' Dyke home. Here Bob confesses his love for 
Jenny. The latter discourages Bob for she feels she 
■does not measure up to him either intellectually or 
socially. Financially, Bob is in a bad way. When 
Jenfiy learns of his intention to use money entrusted 
him to help him get out of a tight hole, she steals 
it in the thought that if anyone is to go to jail, it had 
better be she. Ultimately Bob learns of her motive. 
When the matter is smoothed out, and Bob has se- 
cured a position as shipping clerk, he cpmes back 
to make Jenny his own. - . .- 

By Peggy Goldberg 

JJEBE DANIELS is her usual charming 
self in an old-style "meller." The 
treatment is a little antique for these mod- 
ern times and will only prove entertaining 
to those who do not take it seriously. All 
in all, an average picture for program- 
houses, catering to unsophisticated patrons. 

If the idea of this picture were to bur- 
lesque the old-time movie thriller, this 
would have fulfilled it beautifully. To all 
intent and purpose, however, this is a 
straight crook melodrama with moments 
that are meant to be stirring, and lines of a 
highly dramatic nature that, instead of 
tears, are more likely to produce laughter. 

For example, when the Magpie ,comes 
to the Van Dyke home the second time as 
a seamstress and the following is flashed on, 
"And now she comes to sew instead of 
reap," it was too much for the typical New 
"Yorkers assembled to view the picture and 
they expressed their feelings with a loud 
"'Whew." 

Although a crook melodrama, there's 
hardly a thrill or tense moment in the en- 
tire six reels. No sooner does the Magpie 
appear than she goes on the reform. In 
fact, there are several reformations. First 
comes Jenny's realization that honesty is the 
best policy. Then she exercises her good 
influence on the Kid and finally comes her 
turn to show Bob the light. 

Bebe Daniels is the one redeeming fea- 
ture of the picture. In her tough moments 
and her sentimental ones she is equally 
charming. A sorry bit of comedy was 
dished out to her out of which she drained 
a laugh or two. That was the best that 
>couId be done with it. With her capabili- 
ties as a comedienne, it was disappointing 
to find that the comedy angle was so sadly 
neglected. 

Neil Hamilton, as Bob Van Dyke, 
gives a rather indifferent characterization. 
But perhaps he is not to be blamed for his 
inability to summon up sufficient enthusi- 
asm. The rest of the cast was well se- 
lected. Lay particular stress on Bebe Dan- 
iels. They won't be disappointed in her. 



THE SHADOW OF THE 
MOSQUE 

USA Film Distributors Photoplay. Story 
by Morris MacDougall. Director, 
Walter Hall. Length, 5,750 feel. 

CAST AND SYNOPSIS 

Captain. Richard Gait . Edmund Loewe 

Musa Stewart Rome; 

Major Falconer , .Alexander Murski 

Mrs. Falconer J Marie Sandton 

Yuni, daughter of Musa Marie Odette 

Sheik Agha Ahmed J;.. Lewis Anderson 

Captain Gait is sent by the British Government 
to quell an incipient revolt among Egyptian tribes- 
men. A villainous Sheik tries hard to foment re- 
bellion under the guise of a "holy war." Gait and 
some loyal native troops temporarily frustrate the 
conspiracy. Gait falls in love with Yuni, presumed 
daughter of a devote Mohammedan. The Sheik 
kidnaps her for his harem, but she is rescued from 
his clutches by Gait. Accusing Gait of stealing her 
from him, the Sheik inflames his followers against 
the British inhabitants. A batt'e between the tribes- 
men and the followers of Gait ensues. The hero's 
forces are getting the worst of it when reinforce- 
ments arrive and the day is saved. It develops that 
Yuni is really a white girl kidnapped in childhood. 
She and Gait wed in a happy ending. 

By Michael L. Simmons 

'JpHIS one looks like an excellent buy for 
the state rightecs. It has many quali- 
ties that raise it above the product usually 
available for this market. 

The production was filmed in Egypt. 
There are real Arabs ; genuine caravans ; 
dry, billowy deserts, inside shots of a 
harem, and a variety of things that form 
the popular conception of the mystic East. 
The heavy incensed beauty of the Orient is 
measurably stressed, and you are afforded 
a night of adventure among* the turbaned 
conspirators of the bazaars. 

Pictorial in nature, there is, neverthe- 
less, a convincing love theme interwoven 
through the mystic sequences of the picture. 
It is the affection of a dashing British cap- 
tain for the supposed daughter of a Koran- 
quoting son of Mohammed. And to com- 
plete the eternal triangle, we have a bearded 
desert sheik, whose love burns with the fire 
of a tropical sun. 

There is plenty of physical conflict, and 
some battle sequences, though the latter 
are not so impressive. The climax is 
achieved in an assault on the English fort- 
ress by the horde of dusky tribesmen bent 
upon the destruction of all "infidels." They 
storm the walls while the small garrison 
within steadily approaches extermination. 
Then come the reinforcements that turn the 
tide of battle and send the villain scurrying 
back across the sands with his fanatical 
cohorts. 

The cast makes the grade, not in any 
distinguished manner, but with sufficient 
conviction for the purpose. The points 
necessary to the various characterizations 
are clearly registered. The acting is re- 
strained and natural. The best are Ed- 
mund Loewe as the hero, and Marie Odette 
who plays Yuni, the desert girl. Next 
comes Lewis Anderson as the sheik. 

Stress the Oriental atmosphere. Play up 
the sheik stuff. Let them know that this is 
the real thing actually filmed in Egypt. A 
desert chieftain in costume will make an 
appropriate ballyhoo. If possible, erect a 
tent in the lobby and thus materially carry 
out the idea. 



JOANNA 

First National Production. Directed by 
Edrvin Carewe. Scenario by Lois Lee- 
son. 

CAST AND SYNOPSIS 

Joanna Manners ., Dorothy Mackaill 

John Wilmore Jack Mulhall 

rrank Brandon Paul Nicholson 

Andrew Eggleston George Fawcett 

James Grayson Edward Davis 

Carlotta de Silva . ., Dolores del Rio 

Teddy Dorminster . . ; . . .John T. Murray 

Georgie Leach , , Rita Carewe 

Mrs. Roxanna Adams Lillian Langdon 

The Chauffeur Bob Hart 

Joanna is informed by the president of the bank 
in which she has a balance of $7.20, that one mil- 
lion dollars had been placed to her credit. The 
money is hers if she makes no inquiry as to its 
source. Brandon, the president's nephew, immedi- 
ately becomes attentive to little Cinderella. Johp, 
Joanna's sweetheart, misunderstands this sudden 
wealth and leaves her. Joanna, heartbroken, turns 
to Brandon. He introduces her to Carlotta, a woman 
of the w6rld, and in love with Brandon. Joanna 
goes to live with Car.otta, participating in all the 
gaiety and night life. Brandon lavishes attentions 
on Joanna and is jealously watched by Carlotta. 
After Joanna's wealth is gone, Brandon begs her 
to be nice to him and he will give her everything 
she has grown accustomed to. He attacks her, and 
she strikes him. Everything is smoothed out when 
the bank president asserts that the whole thing was 
a. i 'plan to "prove the wholesomeness of the modern 
flapper by. which he won a million dollar bet. He 
adopts Joanna, who becomes reconcl ed with John. 

By Peggy Goldberg 

J^EPLETE with box-office values. It 
will draw them in, and what's more, 
will please the multitude of movie-goers. 

Dissected, we find that basically "Jo- 
anna" is pure hokum. With the revealing 
of incident upon incident that has little, if 
any, relation to life as it . is, it is proven 
that modern womanhood has been sadly 
misjudged. That notwithstanding her 
gaiety and unconventionally, way down 
deep, she is as pure and sweet as grandma 
was. That liquor and moonlight bathing 
parties and auto rides till the wee hours of 
the morning have "nothing to do with the 
case." She comes through it all as pure 
and untainted as the lily because innately 
she is good and wholesome." 

The jazz parties, scantily clad maidens, 
the bohemian atmosphere and the peep into 
the lives of the young and idle rich as they 
"think" they are being lived, will afford the 
majority a good evening's entertainment. 

Edwin Carewe's direction is good with- 
out reaching the height of distinction. The 
pretentious scenery and gorgeous clothes are 
all in harmony with the jazz-craze age 
around which the picture evolves. 

Dorothy Mackaill gives an excellent por- 
trayal of the modern flapper and is assisted 
by a consistently good cast. Dolores del 
Rio, a new Mexican beauty, has unusual 
aesthetic appeal. 

"Joanna" offers countless exploitation 
possibilities. One that suggests itself is a 
contest, the prize to be awarded for the 
best essay on what the writer would do if 
he suddenly came into a million dollars. 



The reviewers of Exhibitors Trade 
Review and Exhibitors DAILY RE- 
VIEW, don't content themselves with 
merely stating that a film is good, 
or otherwise. They state specifically, 
ivhy. In describing just how and 
why a film measures up to certain 
standards, or fails, they are provid- 
ing you with a critical record that 
makes the best sort of booking 
guide. 



Page 22 



Exhibitors Trade Review 



I 




A N U A R Y 



IS 



LAUGH 
MONTH 




Opening With the 
Laugh Month Number 



of 



Exhibitors Trade Review 

Out January 



Dcrombrr 1<), 1925 



Pafre 23 




XPLOITATI 

A Section of Ideas for 
Bif and Little Exhibitors 



The cut - out of 
Johnny is proving a 
most popular form 
of exploiting this 
corking comedian in 
his picture "The 
Live Wire," released 
through First Na- 
tional. This photo 
to the left is the 
Rex Theatre, Eu- 
gene, Ore. 



When "The Iron 
Horse" played at the 
WiTwarn, Reno, Ne- 
vada, the equipage 
that preceded it was 
used to exploit this 
Fox epic. It is in- 
teresting to note the 
size of the theatre 
and the magnitude 
of the exploitation a 
small t-ieatre will 
get out. Bigger ex- 
hibitors might heed. 





The Midshipman," a Metro-Goldwyn-Mayer picture, starring Ram on Navarro had its Northwest premiere at the Rialto Theatre, 
Bremerton, Washington. For a prologue, the management solici ted the services of the Puget Sound Navy Yard band, and with the 

appropriate settings, the affair was a great success. 



Page 24 



Exhibitors Trade Review 



Xmas 1 Time * Is 

THIS one week, of all the fifty-two in the year, 
is the week in which you will find it easiest and 
most to your advantage to tie-up your pic- 
ture showing with the holiday merchandise dis- 
played in the ^windows of your local stores. 

But you must not bother these store keepers. 
They are busy. The problem is entirely your own, 
and for that reason we say that it is easy. Get your 
own window cards made up. Use plenty of Christ- 
mas finery on them, in a decorative way. Then ask 
no questions. Simply tell your store keeper friend 
that you are going to put a display card in his win- 



/ Tie- Up * Time 

dow. The chances are that he won't even hear 
what you are saying, and just answer "Thanks; 
the same to you." 

J^QN'T delay a minute on these displays. You 
have everything to gain and nothing to lose. 
You are the one that Avill have trouble in filling 
your hose this holiday season. The store keeper 
is not very much worried about selling his goods. 
You must take the initiative. Ask no questions. 
Expect no aid. Do your stuff, and every seat the 
display card fills for you is your own gain. 



Bank Tie-up For "Unholy 

Three " Gets Fine Results 



rpAKING advantage of the interest 
i- aroused by the publication of "The 
Unholy Three" in serial form Manager 
A. L. Anderson of the Ideal Theatre 
in Winston-Salem, N. C, procured the 
Tod Browning picture for a showing 
immediately following the appearance 
of the last installment of the story in 
the local press. Norman W. Pyle, 
Metro-Goldwyn exploiteer, opened the 
campaign with teasers in the dailies, 
followed up with an underline in the 
regular theatre ads four days in ad- 
vance. 

Four thousand post cards announcing 
the run were sent out to a selected 
mailing list, and on the Saturday pre- 
ceding the premiere the Winston-Salem 
Journal was persuaded to run a cross 
word puzzle contest. Tickets to see the 
picture were awarded the first twenty- 
five winners, all of whose names were 
printed in the Tuesday Journal. 

A tie-up with the Merchants Bank 
and Trust Company resulted in the ex- 
hibition of cards in the bank windows 
reading "Prevent Disaster Similar to 
That Brought About by 'The Unholy 
Three' at the Ideal Theatre. Open a 
Savings Account at This Bank and 
Play Safe." Other cards exhibited in 
the bank windows read "Place Your 
Valuables in Our Safe Deposit Vaults 
^nd Prevent Disaster as Shown in 'The 
Unholy Three' at the Ideal Theatre." 
The bank followed up these displays 
with an ad in their regular space in the 
local papers. 

A special front was built for the the- 
atre on this occasion, and a 24-sheet 



cut-out placed above the marquee. 
Other cut-outs, stills and photos com- 
pleted the display. Several thousand 
heralds were distributed, and window- 
cards, insert cards, 24-sheets, 6-sheets, 
3-sheets and l -sheets were used liber- 
ally. A trailer was brought into play 
at the Ideal. 

"The Unholy Three" was directed 
by Tod Browning for Metro-Goldwyn- 
Mayer from the Tod Robbins story 
adapted to the screen by Waldemar 
Young. Lon Chaney and Mae Busch 
are the featured players. 



Entry Blank 

for Laugh Month 
Exploitation Contest 

(Use this coupon to file your entry 
in the prize contest for the best 
Laugh Month exploitation. Send 
entry to Laugh Month Committee, 
218 West 42nd St., New York City.) 

Name of Theatre 

Address 

City or Town 

Stake \.,a_v ■ . . '. . . .> . ...^i.- 

Name of person responsible for campaign 

Is theatre first run, second run or subsequent 

run? . .... . . . ... . . . . . . ... .... 

Seating capacity 

Population of City or Town 

Was campaign for one day, two days, three 

days or a week? 

Was a particular comedy exploited ? If so, 
give title and name of distributing company 

(It is not necessary that a particular comedy 
should be exploited, it being sufficient if the 
campaign boosts LAUGH MONTH. But if a 
particular comedy is exploited, it must be a 
short comedy— not more than three reels.) 
E. T. R. 



100% Tie-up 

Arkansas City Gets Behind 
"Home Week" Campaign 



Just about as near a "100 per cent 
tie-up" as it is possible to promote was 
arranged in Arkansas City at the 
New Burford Theatre, where Earl 
Cunningham, Paramount exploiteer arid 
the Burford organization laid their 
plans for the showing of the Paramount 
picture, "Old Home Week." 

The following organizations were 
drawn into the campaign : Charn- 
ber of Commerce, Parent Teachers Or- 
ganization, Business Women's Club, 
and practically all of the larger mer- 
chants in the city. 

The plan of the campaign was for 
the city to sponsor a general invitation 
to the public to attend the civic pro- 
gram honoring the old citizens. The 
local newspaper conducted a prize con- 
test relating to the best essay of 300 
words on the successes of former resi- 
dents of Arkansas City who have since 
achieved success in other fields. An 
old fiddlers contest was another fea- 
ture of the program. 



Make 1926 your greatest Exploita- 
tion Year, and 1926 will »e your 
greatest profit year. 



December 19, 1925 

"THE GOLD RUSH" PUT 
OVER WITH A RUSH 

Simply because Charlie Chaplin is 
featured in United Artists' "The Gold 
Rush" does not mean that the picture 
was not given any exploitation. And 
strangely enough, the exploitation was 
of a tie-up variety. In the two news 
squibs following', you get an idea of 
how Akron, Ohio, and Winnipeg 
treated the Chaplin special. 

AKRON, OHIO— Full page of 
Bank Advertising. A page advertising 
display was built around a center relat- 
ing to the lesson of thrift and savings 
deposits as contrasted with the luckv 
fortune of "The Gold Rush." The 
newspapers in this case worked up the 
page by going after banks generally. 
The same idea was carried through 
with three prominent banks in Canton, 
Ohio. 

The Beacon-Journal of Akron spon- 
sored a contest for boys under fifteen 
years old for the best imitation of 
Charlie Chaplin. The judging was 
done during a parade in which all con- 
testants joined. Special value was ac- 
corded comedy antics that were in har- 
mony with the role. 

WINNIPEG, MANITOBA — A 
"Gold Rush" dog sled attracted lots 
of attention since it was a burlesque of 
the regular dog sled stuff. A compo 
board sled, bearing the theatre signs 
on each side, looking more like a chariot 
than a sled, was mounted on small 
wheels and drawn by an assorted col- 
lection of curbstone setters. The wheels 
were necessary because of the absence 
of snow. The body of the sled was 
heaped with bags of "gold nuggets" 
and the outfit steered along by a "sour- 
dough" in a fur coat. 

* * * 

"GOOSE WOMAN" IN DEN- 
VER TIED TO CIVIC DRIVE 

C. E. Lounsbury, Denver exploita- 
tion man for Universal Pictures, work- 
ing on "The Goose Woman" run at the 
America Theatre tied up to a civic 
drive in an unusual way. Denver is ad- 
vertising "500,000 in 1930." Louns- 
bury sold the Berkowitz Baby Specialty 
Shop on the idea of giving one pair of 
baby shoes to each baby born in Den- 
ver on the opening day of the picture 

He secured several moving vans 
across which were posted muslin signs 
reading: "This van loaded with baby 
shoes, consigned to Berkowitz Baby 
Specialty Shop — one pair to be given 
to each baby born in Denver Saturday 
and Sunday — opening days of 'The 
Goose Woman' at the America The- 
atre— 500,000 in 1930." The stunt 
caused considerable comment. 

In addition to giving away the shoes, 
the baby shop also donated a window 
for tie-up purposes and mailed several 
hundred special heralds to prospective 
customers. 



Page 25 



Schools Lined Up 



Universal Exploiteer Ties Up 
With Schools on Serial Showings 

A J. SHARICK, who exploits Uni- 
versal pictures in the Cleveland 
territory, believes in lining up the 
schools on serials. When laying out the 
campaign for "The Fighting Ranger" 
for the Capitol Theatre in Delphos, 
Ohio, he sent letters to all the schools 
outlining the educational policy of 
Universal Pictures generally and put- 
ting emphasis on the special children's 
entertainment as manifested in Uni- 
versal serials, and arranged for a 
"Fighting Ranger" matinee on Monday 
afternoon immediately after school. 

The formation of an Adventure 
Club, the stunt which he has found so 
successful in campaigns in other towns, 
was also carried out. The theatre put 
on a special school matinee before the 
serial was scheduled to start, which 
packed the theatre with children. 
Shanck talked to the kids, explaining 
the Adventure Club plan, and then had 
them sign slips with their names, ad- 
dresses and ages. These were left at 
the box office, and each boy as he 
handed in his slip was presented with 
one of the "Fighting Ranger" booklets 
put out by Universal. This gave the 
theatre an excellent mailing list. A 
slide about the club and an ad in the 
paper with a place for the boys to sign 
was also used. 

This Adventure Club not only pro- 
moted business for "The Fighting 
Ranger" but for all the Universal 
serials following it. 

v* - * * 

Cooperative Ad Pages 
For "The Lost World" 

When "The Lost World" was found 
in Norfolk, Virginia, it was no surprise 
for the populace had been warned of 
its advent from every angle by Lowell 
H. Stormont, whom Allan S. Glenn, 
Supervisor of Exploitation for First 
National Pictures, sent to the South- 
land to cover this engagement. 

Stormont and J. J. Madden, mana- 
ger of the Wells Theatre, laid out a 
campaign and Stormont went to it. 
Madden bought 25 stands, all that were 
available, and put up an additional 25 
six-sheets, 25 three-sheets and 25 ones. 
He splurged on his Saturday and Sun- 
day newspaper ads. Stormont. went 
after the co-operative end of it and 
landed a double truck for Sunday 
which cost the theatre nothing. 

Stormont also placed the Weight 
Guessing Contest in the Virginia Pilot, 
which meant two column art daily for 
seven days. And it also meant a great 
deal of interest created in the Lost 
World animals. 



Selling The Picture 
From a Desk 

Would it interest you to know 
some of the problems that beset an 
exploitation editor, sitting behind a 
desk in a INew York office, turning 
out live copy for exhibitor use in 
exploiting pictures? It makes an in- 
teresting subject, and one that may 
start discussion, and possibly lead to 
an improvement in the service that 
Exhibitors Trade Review offers its 
readers. The article will appear in 
the Annual Issue, out next week. 



Window Displays on 
" Slave of Fashion' 9 



An exceedingly vigorous campaign 
waged by J. W. Clarke, Metro-Gold- 
wyn exploiteer, recently woke up Dal- 
las, Tex., to the fact that "A Slave of 
Fashion," starring Norma Shearer, was 
playing at the Palace Theatre. 

A single truck of cooperative adver- 
tising- oublished in connection with an 
essay contest which proved exceedingly 
popular, was achieved in the columns 
of the Times Herald, and special stories 
achieved space in all of the four local 
dailies. Seventy-three inches of space, 
including seven cuts, were procured in 
advance of the premiere, being one- 
third more than the amount usually at- 
tained by the Palace. Altogether two 
hundred and eight inches were achieved 
in the local press. 

A number of very elaborate window 
displays exploited the showing effect- 
ively, and a striking lobby display con- 
sisting of a large cut-out of Miss 
Shearer upon which heavy, dark red 
material was hung in attractive folds 
simulating a modish costume, attracted 
enormous attention from the ladies. A 
beautiful black fur was draped across 
the shoulders of this figure, which was 
posed against a background of yellow 
silk. Silver slippers and a frame of 
knotted pink silk ribbon completed the 
display. 

So effective did this set-up prove that 
it was duplicated by the Fields Millin- 
ery Shop, and attracted much attention 
in a window display featuring hats. 

An effective prologue to the picture 
and the use of a trailer completed this 
campaign, , which brought excellent 
business to the Palace. 

"A Slave of Fashion" is' a Metro- 
Goldwyn-Mayer picture directed by 
Hobart Henley from the Samuel Ship- 
man story adapted to the screen by Bess 
Meredyth. Lew Cody has the leading 
male role. 



FASHION TIE-UP FOR 
NORMA SHEARER 

It was the easiest thing in the 
world for the manager of Loew's 
Temple Theatre in Birmingham, Al- 
abama, to arrange window tie-ups 
for Norma Shearer in "The Slave of 
Fashion," a Metro-Goldwyn-Mayer 
production. 

This picture, which was recently 
treated in one of the big National 
Tie-Up Sections in the Exhibitors 
Trade Review, lends itself to any and 
all sorts of fashion and clothes tie- 
ups. The beautiful Norma, riding 
on a crest of popularity, and a per- 
fect specimen of the dictates of mod- 
ern fashion, is looked upon as one 
of the present feminist leaders. 

The treatment shown in the still 
above is just one example of what 
can be done. The tie-up was ar- 
ranged with J. Blachs & Son, a lead- 
ing shop in Birmingham. Stills of 
Miss Shearer, displaying her latest 
gowns which she wears in "The 
Slave of Fashion" and a couple of 
production stills were all that were 
used, arranged in the attractive man- 
ner shown above. 




MARQUEE CUT-OUTS 

Still a favorite way to exploit First 
National's "The Lost World" is this 
display of giant cut-outs of some of 
the prehistoric mammals v. Inch play 
so great a part in the photoplay. The 
one shown here was arranged and 
used at the McDonald Theatre, Eu- 
gene, Oregon. The eyes and mouth 
were cut out with red flashers for 
added effect. 



WHAT IS IT? 

This little teaser car, that seems 
to have lost its sense of direction, 
made a very appropriate ballyhoo for 
the Universal Reginald Denny pic- 
ture, "Where Was I?" when that pic- 
ture played at the Alhambra Thea- 
tre, Milwaukee, recently. 




BERLIN EXPLOITS 
"PHANTOM" 

In the lower right you see one of 
the stunts that was used to put over 
Universal's "Phantom of the Opera" 
when the super film played at the 
Primas Palast, Berlin, Germany. The 
stunt caused' quite a commotion 
amongst the many inquisitive who 
lined the streets, to find out the cause 
of the unusual parade. 

Pittsburgh, Pennsylvania, how- 
ever, was not to be outdone by Berlin,, 
and when the same picture had its 
premiere in the smoky town, no less 
than five hundred boys, made up as 
phantoms, staged a parade of their 
own. The newspapers gave this a 
big break the following morning. 



December 19, 1925 



Page 27 



SHORT FEATURES 



"Cupid A La Carte' 



Fox 



2 reels 



Mame, the daughter of the president of the rail- 
road, incognito runs a boarding house for the men 
on the road. She is very popular with them, both 
for her charm and her ability in the culinary arts. 
Jeffery Peters, son of the general manager of the 
road, is infatuated with Mame. Jeffery 's father 
offers Mame a job as cook on his private car and 
Mame accepts. Father, too, becomes enamoured of 
Mame and, casting off his prejudice for "the lower 
class," makes preparations to marry her. Jeffery 
believes the arrangements are being made for his 
marriage to Mame and is elated. In the meantime 
Mame has gone off and married father's pri- 
vate secretary? The three men are surprised at the 
appearance of the president who has come to give 
Tiis blessing to his daughter and son-in-law. 

The surprise ending, so characteristic of 
O. Henry's stories from which "Cupid A 
La Carte" was adapted, comH"'es an ex- 
cellently directed and thoroughly diverting 
two-reeler. 

Human interest appeal, bits of psychology, 
and some good comedy make an ideal com- 
bination for every type of audience. 

Florence Gilbert's work is highly com- 
mendable. As the hostess of many un- 
couth, but honest, laborers, she simply radi- 
ates hospitality. And as the recipient of 
the attentions of her many admirers, she is 
charming. Through it all she has remark- 
able poise and grace of movement, and is, 
of course, lovely to look at. 

Exploit the fact that this is one of O. 
Henry's. 

"My Swedie" 

Educational 2 reels 

Jack and Helen, newlyweds, are very much per- 
turbed over a letter which arrives from Jack's 
former sweetheart, demanding $5,000 for the return 
of letters on which she plans a suit for breach of 
promise. Their Swedish maid serves notice, stating 
that she has been hired by Ethel, the former sweet- 
heart. Jack bribes the maid, and in her attire ar- 
rives at Ethel's home to rescue the letters. He is 
discovered and is about to leave when Helen, also 
in the guise of a Swedish maid, enters. Ethel and 
the detective are ultimately outwitted by Jack and 
Helen, who carry away the letters. 

A rollicking comedy which features Neal 
Burns. Plenty of action is its main forte. 

The comedy is under way in the first 
scene which shows the newlyweds unpack- 
ing their wedding presents and reveals a 
whole table filled with salt and pepper shak- 
ers. When the setting is transplanted to 
the house of Ethel, the vamp, the comedy 
becomes of a more strenuous nature, and 
leans rather to the slapstick which, however, 
is not over done. Neal Burns' impersona- 
tion of the Swedish maid who applies for 
the "yob" is one of the highlights. 



'Love My Dog" 



1 reel 



Universal 

Some good entertainment is provided by 
several funny situations in this one reel com- 
edy featuring Arthur Lake. There is noth- 
ing about it that is startlingly new nor of 
a screamingly funny nature, but "Love My 
Dog" has a definite story, which is lacking 
in most one-reelers, and tells it in a direct 
and plausible manner. The comedy is pleas- 
ing, to say the least. 

Arthur and his boy friend, two typical 
"cake-eaters" are fond of Isobel who is 
fonder of her dog — a rather insipid looking 
mutt — than anything on earthy First, at 
father's instigation, they have great diffi- 
culty getting rid of the dog. They have a 
harder time of it still, trying to recover it 
when Isobel almost passes out with grief. 



REVIEWED IN THIS ISSUE 



Cupid a la Carte 

My Swedie 

Love My Dog 

A Parisian Knight 

Buster's Nightmare 



Fox 

Educational 
Universal 
Fox 
Universal 



The Iron Trail Around the 

World Fox 

Flaming Flappers Pathe 

Noah and His Troubles Pathe 

Fins and Feathers Pathe 

Pathe Review No. 52 

Cap't Suds Universal 

International News 

Kinograms 

Pathe News 

Fox News Continuity 



"A Parisian Knight" 



Fox 



2 reels 



Van Bibber, blundering hero of countless amazing 
adventures, finds on his arrival in Paris that his 
fame has preceded him. The gendarmes, at their 
wits' end to solve a kidnaping case, appeal to Van. 
At a cafe Van takes exception to the manner in 
which one of the habitues dances with his fiancee. 
After some terrific fighting, Van, disguised as a 
woman, escapes. He darts into an Apache den 
where he finds the kidnaped child. Unable to keep 
the tot quiet, the kidnapers appeal to Van, who 
flees from the p'ace to deliver the victim to an 
admiring populace. 

With no less plot than is often found In 
a five-reeler, an excellent cast headed by 
Earle Foxe and Florence Gilbert, and ex- 
pert direction, "A Parisian Knight" makes 
a decidedly better than average two-reeler. 

It abounds in the humor that made the 
stories of Richard Harding Davis so popular, 
and in transferring the story from the book 
to the screen, little, if any, of the subtlety 
was lost. 

Everybody has read and enjoyed Richard 
Harding Davis' Van Bibber stories. Hence, 
mention of the fact that "A Parisian Knight" 
is an adaptation from one of these should 
unquestionably help to draw them in. 



ON BROADWAY 

Famous Players' 

RIVOLI 

a KO KO SONG CAR-TUNE 
"Ta-Ra-Ra Room Der E" 
playing this week 

a MARVEL OF MOTION 

played last week 




729 7th Ave IW N. Y. C. 

Edwin Miles Fadman, Pres. 



"Buster's Nightmare" 

Universal 2 reels 

Buster, Mary, her baby brother and Tige, the 
dog, are left alone in the house to play. Each in 
his turn gets into mischief of some sort, Buster 
and Mary playing bake shop and adding so much 
yeast that the dough explodes. The baby demolishes 
quantities of jam and takes a bath in the sink, while 
Tige locks himself up in the refrigerator, reappear- 
ing in the form of a cake of ice, and thawing out 
in the oven. Darkness comes on and the kids are 
paralyzed with the fear of ghosts. They run into 
everything, making pretty much of a mess of things. 

Particularly suited to the palate of the 
youngsters are the innocent pranks of these 
mischievous kiddies. And of infinite inter- 
est are the almost human emotions of the 
wonder dog, Tige. For expressing actual 
feelings, there isn't another in the canine 
species to compare with him. Nothing short 
of remarkable is Tige's stunt of quavering 
his upper lip to convey the idea that he's 
cold. 

He virtually steals away the laurels from 
Buster Brown and little Doreen Turner 
both of whom are awfully cute 



"The Iron Trail Around the 
World" 



Fox 



1 reel 



Unique in idea and treatment is this pres- 
entation which shows the remarkable de- 
velopment of railroads throughout the whole 
world. From the days of the DeWitt Clin- 
ton, to the powerful electric giants of today ; 
from jungle to crowded railroad yard, from 
arctic to desert this epic of transportation 
takes you. The unusual tramcars of 
England and the strange elevated system of 
France, together with some magnificent scen- 
ery all make for one of the most interesting 
pictures of this sort ever presented. 
* * * 

"Flaming Flappers" 

Pathe 2 reels 

Daughter comes home from college with the cheer 
leader, to announce their engagement. On the way 
they decide to adopt an orphan baby. They hide 
baby in father's room and when the latter is sud- 
denly awakened by chubby fingers patting his 
cheeks, and unable to explain its presence, transfers 
the charge to his brother-in-law's room. The com- 
plication is eventually straightened out. 

Mildly entertaining is this depiction of 
the modern frivolous and impulsive flapper. 
With a cast which includes Glenn Tryon, 
Jimmie Finlayson, Tyler Brooke and Sally 
Long, better results were expected. 

The highlight of the comedy is a recalci- 
trant flivver which constantly departs from 
the straight, even if not narrow path. 

"Noah and His Troubles" 

Pathe ' 1 reel 

Another mirthful animated cartoon of the 
Aesop's Film Fable series. This time the 
farmer, as Noah hi"-s"' c . has his hands full 
when his animals rapidly multiply in the 
ark. Constantly there are new arrivals. 
Loads of little skunks, and nice baby ele- 
phants brought and deposited by storks. 

"Fins and Feathers" 

Pathe 1 reel 

One of Grantland Rice's most entertaining 
Sportlights — one in which sport lovers will 
revel. It is an interesting study of the fish 
and birds — their relation to each other, as 
well as the important part they play in the 
lives of our fishermen and hunters. Taken 
in various sections of the United States, the 
scenery is of rare beauty and will have a 
strong appeal to the lovers of the outdoors. 



Page 28 



Exhibitors Trade Review 




Pathe Doubles For Santa 

"Say it with sellers," signifies Pathe, extending greetings of the season with an 
output that includes "Our Gang" Allene Ray, Clyde Cook and Larry Semon 



December 19, 1925 



Page 29 




News Reels In Brief 



"Ringling's Rivals" is the name of this pic- 
ture, which is a "Hey Fellas" comedy re- 
leased by Davis Dist. Div. 

"Pathe Review No. 52" 

Pathe 1 reel 

An interesting and entertaining review that 
features Annette Kellerman in demonstration 
of her prowess as a dancer. The multiple 
action made by the "process-camera" provides 
both merriment and wonder. This review alstr 
includes the latest edition of the new series, 
"American Colleges in Pathecolor," which 
treats with Yale, one of the greatest uni- 
versities in the country. "The Triangle," one 
of the Makin's of an Artist series by Hy 
Mayer, is also an interesting subject. 
* * * 

"Capt. Suds" 

Universal 2 reels 

Eddie deserts his washtub to see his sweetie whose 
mother is strong for Eddie. Father, however, has 
"his - own candidate for daughter's hand — a big, 
brashing bozo "who is not afraid to tackle anvone 
half his size." There is a game of Blind Man's 
Buff and when Eddie realizes his rival's intention of 
throwing him off a cliff, he challenges him to a 
battle. Eddie wins when an outsider hurls a brick 
which knocks out the bozo. Of course, Eddie gets 
the girl. 

Eddie -Gordon featured in a pure, and un- 
adulterated slapstick comedy which makes 
no attempt at originality. . Every old gag de- 
signed to produce a laugh has been intro- 
duced, no matter how irrelevant. 

The prize fight between Eddie and hi.> 
husky rival and Eddie's groping round on 
the edge of a cliff offer some excitment. Fur- 
ther than that "Capt. Suds" has nothing to 
recommend it. 

BOOK PATHE SHORTS 

EXCLUSIVE AT NEW STAHL 

Another instance of Pathe short features' 
appeal to the exhibitor was shown at the 
opening of the Million Dollar Stahl Theatre 
in Homestead, Pa., when three of the Pathe 
products were included in the initial bill. 

Pathe News, Topics of the Day and 
Aesop's Film Fables were the only short 
features screened and had a large share in 
maintaining the interest of the large audience 
that crowded to the theatre for the opening 
performances. 

This house will play Pathe short features 
exclusively. 



International News No. 102 

GRAYS HARBOR BAR, WASH, (omit 
Philadelphia, Omaha, Des Moines, New Or- 
leans, Memphis, St. Louis, New York City, 
Boston and Chicago) — Big schooner trapped 
on treacherous rocks. The Halco runs 
aground on dangerous jetty; crew escapes. 
ROME, ITALY (Philadelphia, Omaha, Des 
Moines, New Orleans, Memphis, St. Louis, 
New York City, Boston and Chicago only) — 
King of Italy sees unique high-jumping 
contest. Victor Emmanuel and royal fam- 
ily enjoy exhibition of brand new sport. 
PARIS, FRANCE (omit Washington) — 
Paris midinettes hold yearly hunt for hub- 
bies. St. Catherine's Day finds an army of 
girls making their annual bid for life- 
mates. BALTIMORE, MD. ( Washington 
only) — Wonderful Xmas show for Balti- 
more children. Hearst newspapers take 
thousands of youngsters on a personally 
conducted tour of Santa's realm. LOS AN- 
GELES, CAL. (omit Atlanta, Memphis, New 
Orleans, Jacksonville, Charleston, Washing- 
ton, Chicago and Detroit) — Santa Claus ar- 
rives! Trusty reindeer team brings Old 
Kris safely from his home amid the igloos. 
ATLANTA, GA. (Atlanta, Memphis, New 
Orleans, Dallas, Jacksonville and Charleston 
only) — $15,000,000 bought in great charity 
drive. Members of Southern Regional 
Conference of U. Jewish Campaign discuss 
plans for huge drive. WASHINGTON, D. C. 
(Washington only) — Famous Illinois ice- 
man visits Capitol. Sorrel-topped Grange 
and his Bears defeat Washington team in 
professional gridiron tussle. CHICAGO, 
ILL. (Chicago only) — Cardinal Mundelein 
blesses site for Church Congress. High 
dignitaries of R. C. faith consecrate ground 
for great religious assembly. NORWAY, 
ME. (Detroit only) — Goin' to make Henry 
dance the jig, B'gosh! "Mellie" Dunham, 
Maine's champion fiddler and snowshoe 
maker, guest of famous flivver magnate. 
AROUND MIAMI, FLA. — What's what in 
Florida. Vast army of homeless fortune 
hunters find shelter in Tent City. BLUE 
CANYON, CAL. — Flame-fighting train bat- 
tles forest fires. Unique flyer patrols 
mountain routes. LONDON, ENG. — Locarno 
Peace Treaty designed to banish war in 
Europe for all the time signed by great 
nations. 

Kinograms No. 5143 

CHICAGO — Coolidge speaks to farmers in 
Cncago. Tremendous crowds greet Presi- 
dent and Mrs. Coolidge on quick trip from 
Cipi.tal. MUNDELEIN, ILL. — Preparations 
T>^-gih for huge Catholic meeting. Cardinal 
Mundelein picks procession route for Eu- 
charistic Congress in June. PARIS — Paris 
revives old stvle of locomotion. It's a 
walking relay race of Midinettes, as mes- 
senger girls are called. NEW YORK — All- 
America eleven meets for first time. Players 
picked by "Sun" as country's best are first 
All-American team ever assembled. A 
Kinograms Exclusive. Santa's up to his 



old tricks — and some of them are new. Mr. 
Claus surprises San Francisco with a pre- 
liminary visit. A Kinograms Merry Xmas 
Exclusive. SUIYUAN, CHINA — Rules vast 
domain all his own in heart of China. Ma 
Fu-Hsiang, General, multimillionaire and 
opium king, , celebrates birthday — photo- 
graphed for first time by Gene Lamb, of 
Kinograms. 

Pathe News No. 100 

WASHINGTON, D. C. — 69th Congress 
opens. Nation's law makers to consider 
many important problems, including World 
Court, farm relief, tax levies and Dawes 
cloture rule. CULVER CITY, CAL. (except 
Los Angeles) — Sets new world's record in 
250-mile auto speed classic! Frank Elliott 
cover distance at terrific average speed of 
127.86 miles per hour. LONDON, ENGLAND 
(Except New York, Boston, Newark, Phila- 
delphia) — Last rites for Queen Alexandra. 
Kings of four nations unite with British 
public in impressive tribute at services foV 
the Queen Mother.. NEW YORK CITY — 
Original Americans turn tourists. Sioux 
Indians from 101 Ranch plan to open the 
eyes of Europeans with their gay paint and 
feathers. NEW YORK CITY— Grange and 
Chicago Bears score victory over New ¥"ork 
Giants. 70,000 turn out to see. famous 
player in eastern professional debut as his 
team wins, 19 to 7. NEW YORK CITY 
(Newark and New York only) — Mayor- 
elect back home again and ready for big 
job. Next city executive receives reception 
upon arrival here after visit in Florida and 
Cuba. CHICAGO, ILL. (Newark and Nfew 
York only) — Joie Ray sets new record in 
5-mile cross-country race — champion run- 
ner leads 56 harriers through whirling 
snow to win in 28 minutes, 1 second. 



Fox News Continuity, Vol. 7 No. 22 



CHICAGO, ILL. — The President and Mrs 
Coolidge pay flying visit to attend the 
American Farm Bureau meeting. PARIS, 
FRANCE — Carrying the hat boxes Of their 
calling, midinettes from the modiste shops 
hold 4-mile walking race. FIGURES OF 
PROMINENCE IN THE NEWS OF THE 
DAY — Cardinal Hayes departs for Rome to 
attend Holy Year closing ceremony. NEW 
YORK CITY — Here's the very newest thing 
in dogs — so new that there are only 12 of 
them in the United States today. UNITED 
STATES DRAWS ON EUROPE FOR COAL 
DURING STRIKE — Firs shipload arrives 
from German mines in Ruhr to ease short- 
age. LOS ANGELES, CAL. — First subway 
system in the West is opened with christen- 
ing on train on maiden trip through tube. 
COLUMBUS, OHIO — Gov. Donahey greets 
Motion Picture Theatre Owners' Association 
of Ohio in convention here. MUNDELEIN, 
ILL.- — Site for the Statue of the Immacu- 
late Conception at St. Mary's is blessed by- 
Cardinal Mundelein. LONDON — Locarno 
treaty signed — Statesmen of Europe gather 
to ratify pact that bans war among na- 
tions. HOW BIG CORPORATIONS KEEP 
EMPLOYEES FIT — Here's one in New York 
that builds "gym" on roof for its workers' 
welfare. RENO, NEVADA — A rarely visited 
spot is Pyramid Lake, where thousands of 
pelicans find peaceful sanctuary. 




Naturally, this is the sequel to the wedding in "There Goes the Bride," a Hal Roach 
comedy released by Pathe. Don't cudgel your mind about the baby. It's just possible 

he married a widow. 



Page 30 



Exhibitors Trade Review 




These are the comedy stars whom the Christie Studios depend on to put some of their 
biggest Ha Ha's across in the new releases prepared for distribution of Educational 

during "Laugh Month." 

The National Character of 
"Laugh Month 



99 



By NAT G. ROTHSTEIN 

Director of Publicity, Advertising and Exploitation for F. B. O. 



Laugh Month is going to crash its way 
clear across the continent and back again, 
up and down, east and west, north and south, 
because the boys behind the movement have 
their hearts and souls in the idea. 

Already more than 1,700 of the leading 
newspapers throughout the nation have been 
communicated with and hundreds have sig- 
nified their intentions to get behind Laugh 
Month in every way they can to make it an 
event that won't soon be forgotten. Origin- 
ally the idea was sort of "pooh'pooh-ed" as 
being impossible, unfeasible, not practical, 
too many obstacles, too much red tape, too 
many angles, and all that rot. 

That didn't make an iota of difference 
among the boys who started out to put the 
idea across, they reasoning that after all 
things are accomplished by human beings 
who have faith enough in their proposition, 
and the boys back of the big idea had faith 
and will continue to have it long after the 
doubting Thomases have ceased croaking be- 
cause of the wonderful results they will be 
enabled to see and hear about if they have 
eyes and ears. 

In the N. Y. Morning World of Dec. 4th 
the famous columnist Frank Sullivan, used a 
double column space and about 125 lines deep 
on the front page of the second section of 
the World to comment humorously on 
Laugh Month. 

Hundreds of the leading newspapers 
throughout the nation will follow suit. The 
famous King Feature Syndicate that controls 
more actual circulation than any other syn- 
dicate or combination of syndicates in this 
country, or elsewhere for that matter, have 
famous nationally known cartoonists and 
humorists interested in Laugh Month. 

Prominent editors, educators, men in high 
political stations, clergymen, publicists, and 
many of the best known men in other walks 
of life, have O. K.'d Laugh Month as a 
great idea and one conducive to better mental 
state and better health for the nation in not 
just one laugh month but a continuity of 
laughter during all the months, through the 
medium of films or whatever other agency 
these constant laughs can be produced. 

A broadside has\ been mailed out to 17,000 
theatre owners, to be followed shortly by a 
big press sheet carrying dozens of ideas, 
suggestions and plans for putting Laugh 
Month over with a smash. When you re- 
member that the tireless efforts of several 
of the high pressure boys in the industry are 
behind the idea you may understand that 
Laugh Month can't fail to go over. 



The press sheet now being printed is jam- 
packed with ideas, stunts, suggestions, bally- 
hoos, and includes everything an exhibitor 
could possibly wish for to put Laugh 
Month over. One of the dandy ideas in this 
press sheet is the proclamation by mayors in 
all cities. 

The idea in the main was "just an idea," 
yet it has grown with such amazing rapidity 
and to such proportions in less than two 
weeks that it's success is unquestioned. 

The nation will know that Laugh Month 
is a reality when Jan. 1st comes around, and 
every smart exhibitor who is looking for 
extra business during January and who seeks 
to go still further and build up his business 
by the use of short subjects properly ad- 
vertised will find in Laugh Month a whale 
of a starting point. Crash the cymbals, sound 
the siren, ring the bells, shoot off the fire- 
works — for Laugh Month. It will pay you 
handsomely. 




Wanda Wiley's gifts are distributed all 
year round, says Abe Stern of Century, 
who releases her comedies through Univer- 
sal. She has a goodly kit-bag of joy, 
cheer, laughs, and- — by no means least 
important — good looks. 



SHORT SUBJECTS 
HAVE COME INTO 
THEIR OWN 

By S. BARRET McCORMICK 

Director of Exploitation, Pathe Exch., Inc. 

A swing around the theatres of the big 
eastern cities by the 'Pathe field men has been 
convincing proof that short product is being 
played up more than ever by the exhibitors 
through their newspaper advertising, lobby 
and theatre front displays, ballyhoos, and 
novelties. Showmen have begun to see the 
vast possibilities of selling complete shows 
instead of only the feature. 

A visit to the Stanley Theatre, Philadel- 
phia, found them using a special trailer an- 
nouncing the coming of an Our Gang com- 
edy. In it, the theatre management recom- 
mended that their patrons see it and vouched 
for its quality. In the frame of the Stanley 
Theatre front the Our Gang comedy headed 
the list of added attractions. Large papier- 
mache cut outs of Farina and Mary were 
used in the lobby decorations, and Our Gang 
was prominently displayed in the house pro- 
gram. 

As in the Keith- Albee houses in New 
York, Keith theatres everywhere are doing 
everything in their power to call the attention 
of their patrons to the Pathe comedy fea- 
tures on their vaudeville program. At Keith's 
Theatre, Providence, a large frame carried a 
complete black and white layout of players 
in Our Gang, as well as a forceful announce- 
ment of the permanent added attraction. 
The Keith- Albee Temple Theatre in Roches- 
ter gave Our Gang space in their newspaper 
advertising equal to that of the headline act. 

Manager Schwartz, of the Savoy Theatre, 
Philadelphia, had a big front flash on Our 
Gang. Manager John Sidebottom, of the New 
Broadway, Philadelphia, had a good front 
display on the Pathe comedy played and on 
Aesop's Fables. Mr. Sidebottom uses all the 
Pathe accessories on the company's short 
product, including the mats of ads, which 
are always furnished free. The Ritz, another 
Philadelphia house, had the comedy an- 
nouncement in a conspicuous place on his 
theatre front. 

The advertisements of Shea's Hippodrome, 
Buffalo, include a good display of the com- 
edy features. The Capital in Buffalo carried 
a one sheet in its wall frame on a Mack 
Sennett comedy they were playing. The Em- 
blem, Buffalo, had a front display of Our 
Gang, Aesop's Fables, the Patheseiial "Play 
Ball," and a large head cut out of Mickey 
Daniels of Our Gang. 

CHRISTMAS NO BURDEN 

TO RED SEAL SHORTS 

Despite the natural tendency for a falling 
off in the show business about the Christmas 
and New Year holidays, Red Seal discovers 
that business for them has been picking up 
and that their short features in general, es- 
pecially their three holidav featurettes, "A 
Little Friend of All the World," made by 
Bray; "Ko Ko in Toyland," an Out of the 
Tnkwell made by Max Fleischer, and "The 
Magic "House," made by Cranfield and 
Clarke, are being booked by the biggest 
theatres in the country. 

Balaban & Katz, after the success achieved 
with the Red Seal featurette made by Bray 
Studios, "A Little Friend of All the World," 
have booked it for their Tivoli and Uptown 
theatres for the Christmas week. 

Red Seal is being well represented on 
Broadway these days. Last week one of 
their Marvel of Motion series, played at the 
Rivoli, and this week one of the Ko-Ko 
Song Car-Tunes, 'Ta-Ra-Ra Boom Der A" 
is also playing at the same first run house. 



December 19, 1925 



Page 31 




"Yes, There Is a Santa Claus" 

So Exhibitors will exclaim, say the Davis Dist. Dir., who release the 
Peggy O'Day Series through Vital Exchanges 



Page 32 



Exhibitors Trade Review 



Theatre Construction 



Plans were drawn for a theatre at Euclid 
and Superior Avenues, Cleveland, Ohio. 
Owner, The Eucor Realty Co., president, S. 
Jones, Guardian Bldg. 



Archt. H. C. Kirshner, International Life 
Bldg., St. Louis, Mo. Drawing plans on a 
theatre at Delmar Blvd., near Grand Avenue. 
Owner, H. Chouteau, International Life 
Bldg. 



Archts. Kennerly & Stegemeyer, Title 
Guaranty Bldg. Drawing plans for a theatre 
at Kingshighway, near Delmar Blvd. Owner, . 
Sogoloff Bros., 1747 Park Avenue, St. Louis, 
Mo. 



Archts. A. Levin & Reid Bros., 105 Mont- 
gomery Street. Drew plans for a theatre at 
24th and York Streets. Owner withheld, 
San Francisco, Calif. 



Archt. W. A. Dykeman, 15 Exchange 
Street, Boston. Drew plans for a theatre. 
Owner, Cresant Gardens Corp., Revere, 
Mass. 



Archt. A. S. Meloy, 2965 Main Street, 
Stratford. Drawing plans for a theatre at 
.South Norwalk, Conn. Owner, H. Goodwin, 
16 Spring Street, South Norwalk, Conn. 



Archt. Kohner & Payne, 1402 Kresge Bldg., 
Detroit, Mich. Drew plans for a theatre at 
Lawrence Avenue and Dexter Blvd. Owner, 
H. Brown, 1674 Atkinson Avenue, Detroit, 
Mich. 



Archts. Boiler Bros, 114 West 10th Street, 
Kansas City, Mo. Drew plans on a theatre 
at Houston Street, San Antonio, Texas. 
Owner, W. J. Lytle, Princess Theatre Bldg, 
.San Antonio, Mo. 



Archt. E. W. Norton, 44 Pearl Street, 
Worcester, Mass. Drew plans for a theatre 
at Elm Street. Owner, F. T. Ley Co, 230 
Boylston Street, Worcester, Mass. 



Archts. Mahoney and Tucker, 72 Weybos- 
set Street. Drew plans for a theatre at Wey- 
"bosset Street. Owner, W. E. Randall, New 
Fenner Street, Providence, R. I. 



Allentown, Pa. — Archt. not selected. Con- 
templated. Owner, Mark H. Young, 24th 
and Walnut Streets. 



New York, N. Y.— Archt, Harrison O. 
Wiseman, 25 W. 43rd Street. Drawing plans 
for a theatre at 202-206 West 58th Street. . 
•Owner, Durham Realty Corp. 




ing Lists 

Will help you increase SaSes 
Send for FREE catalog b^li* 
coon taandpriceaori classified nam*; 
?r r beat prospective cob tomaf»= 
National, State, Local-- Individual* 
rrcreaaf one, Buainesa Finns. 



it Louis 



HE-RAIDS! 



SHIPPED SAME DAY ORDER IS RECEIVED 
Guaranteed Service— Good Work— Popular 
Prices — Send for Trial Order. 



FIL/MAGIC COMPANY 

736 S.WABASH AVE. CHICAGO 



U si 

t 



1 



Classified Opportunities 

Rate 2 Cents a Word — Cash With Copy 



For Sale 



EIGHT HUNDRED UPHOLSTERED OPERA 
CHAIRS made on contract. Seven hundred yards 
of battleship cork carpet and linoleum. All new 
goods, government standards, for theatres, etc. One 
exhaust fan and three ampmeters. 1200 5-ply ve- 
neer seats and backs made to fit any chair ; all new. 
One large asbestos drop with rigging. Thirty new 
high grade folding chairs, dropped factory patterns ; 
some cost as high as $5 each, offered from $1.50 to 
$2.50. Redington Co., Scranton, Pa. 

VENEER SEATS and backs. 1200 for any size 
chair, never used. Will fit to suit. Redington Co., 
Scranton, Pa. 

FILMS FOR SALE— WESTERNS. CARTOONS, 
Comedies. New list available. FINLEY'S FILM 
EXCHANGE, Norfolk, Arkansas. 

MOTION PICTURE SUPPLIES— December Pre- 
fnventor^ Sale of used Motion Picture Machines, 
Theatre Supplies. Frames, etc. Send for bargain 
list. ERKER BROS. OPTICAL CO., 608 Olive 
St., St. Louis, Mo. 

THOUSANDS OF DOLLARS are saved by ex- 
hib tors yearly by buying their machines and organs 
from us. Motiographs $165.00, two for $290.00. 
Simplex $265.00, two for $485.00. Automatic Organ 
Players, as low as $425.00. Satisfaction guaranteed. 
18 years experience has taught us how. WESTERN 
FEATURE FILMS, 730 S. Wabash Ave., Chi- 
cago, 111. 

SACRIFICE 5-FIVE REEL FEATURES $10.00 
each. Road of Evil — Beyond the Shadow — Little 
Brother — Days of Daring, Tom Mix — Right Off the 
Bat. 3-Six Reelers for $15.00 each. Circumstantial 
Evidence — Price Women Pay — Lust of Ages. Ten 
Single Reel features and comedies $10.00. These 
pictures are in good shape. I have quit the road. 
Am selling out — ship C. O. D. upon receipt of de- 
posit. Geo. Scott, Box 57, Chetopa, Kansas. 

FOR SALE — Moving Picture Theatre, seats 225. 
New chairs ; new screen ; two Powers projectors. In 
a> good growing town. Geo. C. Morton, Lynn 
Haven, Fla. 

SPLENDID PRODUCTIONS. Send stamp for 
list. Cyril Jenney, Endicott, New York. 

2 LATEST TYPE "S" SIMPLEX LAMP- 
HOUSES, perfect condition; 2 Peerless Arc Con- 
trols, all guaranteed. Atlas Moving Picture Co., 
538 So. Dearborn St., Chicago. 

"PALS IN BLUE," 5 REEL TOM MIX Western. 
"Primal Lure," 5 reel Wm. S. Hart Western. 2 reel 
Chaplin Comedy. All in good condition. $50.00 
takes all. Wire Add Sales, 529 N. Futlon Avenue, 
Baltimore, Md. 

FOR SALE— UNDERWOOD TYPEWRITER. 

16-inch Carriage, perfect condition. Can be used 
for Billing and Making Out Reports. Price $60. 
Box H. S., Exhibitors Trade Review, New York 
City. 

MARCHANT CALCULATING MACHINE— A-l 
condition; late model. Don't miss this chance to 
get a real machine for $75.00. Box M. O., Exhib- 
itors Trade Review, New York City. 



For Rent 



MOTION PICTURE and "Still" Cameras rented, 
sold and exchanged. Portable lights for sale and 
for rent. Keep us advised of your wants. Ruby 
Camera Exchange, 727 Seventh Ave., New York. 



CINEMA 

The Motion Picture Review 
of the Orient 

Manager: E. ATHANASSOPOULO 

Editor-in-Chief 
JACQUES COHEN-TOUSSIEH 

"CINEMA" is the onry picture publication 
circulating throughout the Orient. 

AMrttt: 

•CINEMA." 8 RUE de L'EGLISE DEBANE 
ALEXANDRIA. EGYPT 



Positions Wanted 



AT LIBERTY — Experienced Operator, strictly re- 
liable, five years' experience on Powers and Sim- 
plex. Can give references. Please state full par- 
ticulars. Clarence M. Anderson, 614 So. Bartlett 
St., Canton, So. Dak. 

AT LIBERTY AFTER JANUARY FIRST— 

Theatre Manager and Projectionist. Young man, 
fully capable of taking absolute charge of one or 
chain of theatres. One who knows how to buy film 
and put show over big. Wonderful, inexpensive 
publicity ideas. Will do a.l advertising. Slide 
soliciting, booking, etc. (Operating when necessary 
to reduce overhead.) In the game since the age of 
fourteen. Best references as to character and abil- 
ity from owners ; also film exchanges. No house too 
large. However, I prefer small town where I can 
know my patrons. Strictly sober and reliable. Per- 
sonality that will make and keep friends, but do not 
chase girls. (Yes, I smoke; don't you?) Mr. Owner, 
you need me. Will accept reasonable salary. Can 
demonstrate my ability. Write DECK, care Add 
Sales Co., 529 N. Fulton Ave., Baltimore, Md. 



Local Films 



MOTION PICTURES made to order. Commercial, 
Home or Industrial. We have excellent facilities, 
and the best cameramen. Our price 20c per foot. 
Ruby Film Company, 727 Seventh Avenue, N. Y. 

TITLES, presentation nailers, local movies, com- 
petent cameramen. Best service. Rector Advertis- 
ing Service. Marshall, fllinnis. 



W anted 



CHINESE FILMS WANTED. 
Box 1439, Honolulu. 



Creart Studios, 



SALESMEN selling one of the most attractive 11x14 
Poster Electric Display Signs to moving picture 
theatres. Must be able to organize and manage sales 
torce. Have also five other real business propositions. 
All patented. Adolf Himmelsbach, 4208 Boulevard, 
Edgemere, Long Island. 

WANTED AT ONCE, position, experienced oper- 
ator. Join union if necessary. Reference if re- 
quired. Chas. Lewellen, Eaton, Ind. 

THEATRE CHAIRS WANTED— Highest Cash 
Prices Paid. C. G. Demel, 845 South State, Chicago. 



Motion Picture Scenery 

HIGH ART SCENERY; Decorative Hangings 
Lobby and Wall Paintings. Finest Work at Lowest 
Prices. Decorate your theatre ; it pays. Send di- 
mensions for estimate and catalog. Enkeboll Scenic 
Shops, Omaha, Nebraska. 




You know in advance 

Pictures orinted on Eastman Positive 
Film carry the photographic quality of 
the negative through to the screen. 

It takes but a moment to check up 
-a glance in the margin tells the story. 
When you see the black-lettered identi- 
fication "Eastman" "Kodak" you know in 

advance that the picture will screen with 
the brilliancy your audiences expect. 



EASTMAN KODAK COMPANY 

ROCHESTER, NEW YORK 



Hal Roach 1 n tl 

presents v^J JL 1 JL JL 1 



in 



"PAPA, BE GOOD!' 



9 



two parts 



Papa had a wandering eye, 
He looked at ladies on the sly, 
He flirted when and where he could 
"Papa, papa, do be good!" 



All persons who have flirted, wanted to 
flirt, hope to flirt or have seen flirtation 
are invited to see this comedy. 

It's a ludicrous tit-bit of tomfoolery. 




Advertise it and let them know it's good. 



TRAOI 



iNNUAL THEATRE EQUIPMENT NUMBER 



EXHIBITORS 



■ 

1 



9%fe REVIEW 

9he Business Paper of the Motion Before Industry 




fggJW OF Tti£ BOjr 




e Grand Duchess an 



i 



the Waiter ~- first o 
Paramount^ Big Spring 
Group to be shown any- 
where at popular prices 
gets31,000 for the week 

atMsVickerfc Theatre, a 



ices / 
reck/ 




It 



Yes, rir-r-r, with a HAtoLDUOYD 
release*, with ' Vanishing American? 
Wanderer " and other BIG ON£S,ir 
WILL SURE BE SOME PARAMOUNT 
WINTER AND SPRING — 



* Produced by 

HAROLD LLOYD 
CORPORATION 



ice $1 



\^%- 9U*c£B»iM "J^SJ^SSffrSJari^S- 5»S&«» » December 26, 1925 

office at East Sroudsburg, Pa., under act of March 3 1R7Q * post " . ' 




When Priscilla Dean visited the Wurlitzer factory recently, she marveled at the skill of the i 
artisans, the myriad infinitesimal parts, and the precision of adjustment required to assemble a 
Wurlitzer organ. It was a revelation to observe the internal mechanism of the majestic instru- 
ment which animated the thrilling stunts in Miss Dean's pictures; which added reality to the 
plunging herds of cattle rustlers, and endowed the love scenes with emotion. 

And not only Miss Dean, but producers, exhibitors, and directors everywhere are amazed at 
the marvelous effects, and absolute dependability of the Wurlitzer Organ — a fact which is 
attested by the predominance of Wurlitzer Organs not only in the leading theatres, but in 
theatres of all sizes, for each of which there is a special type Wurlitzer organ. 




CINCINNATI NEW YORK CHICAGO SAN FRANCISCO DENVER LOS ANGELES; 

121 East 4th St. 120 W. 42nd St. 329 S. Wabash 250 Stockton St. 2106 Broadway 814 S. Broadway, 

UNIT ORGANS 

. . ft... .. I 



December 26, 1925 




e not only 

WISHyouthe 

Most Prosper- 
ous NewYear 

in your history 




GUARANTEE 

it/ 




Page 1 



1926 

You can play 

these BIG / 

ONES now/ 

• 

MANNEQUIN" 

JAMES CRUXE S smash- 
ing production of- 
FannieHurst's *$0,000 
prize Liberty story 

A KISS FOR 
CINDERELLA 

The BRENON-BARRIE- 
B RON SON Successor 
to Peter Pan' 

grand duchess, 
and the waiter 

AdolpheMenjou Florence Vidor 
Already *) sensation 

THE SONG AND 
DANCE MAN 

Big Bvenon production of 
Ceoi|eM.Cohans greatest comedy 



THE WANDERER 

The spectacular road shw- 
now at popular prices 

THE VANISHING 
AMERICAN 

Also a *222 Scale production 

dnd Soon / 

HAROLD LLOYD'S 

first (paramount release 

PRODUCED BY HAROLD LLOYD CORPORATION 

27 other BIG SPECIALS ~ 

between now and July / 



paramount ffictwes 



Member Motion Picture Producers & Distributors of America, Inc., WILL H. HAYS, President. 



The Best Ec 

m 

For An 




! S 





You've got Chairs 

— they are important 

And Projection 

— that's important 



And a Screen 



■that's essential 



So all you need 

to get the dough 
Is a MetrO'Goldwyn-Mayer 




uipment 
atre is 





These Pictures 
Are Current M-G-M Hits 



r 



52 




W 



from 



Metro- 
M^ er 



THE MERRY WIDOW 

Starring Mae Murray and John 
Qilbert. Erich Von Stroheim's pro- 
duction. Henry W. Savage's stage 
success by Lehar-Leon-Stein. Screen 
adaptation and scenario by Erich 
Von Stroheim and Benjamin Qlazer. 

THE UNHOLY THREE 
Starring Lon Chaney, with Mae 
Busch, Matt Moore. Tod Brown- 
ing's production of the story by 
Tod Robbins. 

NEVER THE TWAIN 
SHALL MEET 

With Anita Stewart, Bert Lytell 
and All Star Cast. By Peter B. 
Kyne. Maurice Tourneur, director. 
A Cosmopolitan Production. 

THE MIDSHIPMAN 

Starring Ramon "Novarro. By Carey 
Wilson. Christy Cabanne, director. 

SALLY, IRENE AND MARY 
With Constance Bennett, Joan 
Crawford, Sally O'hJeill, Edmund 
Qoulding's production of the Broad- 
way play. 

GO WEST 

Starring Buster Keaton. Presented 
by Joseph M. Schenck. Directed by 
Buster Keatoi\. 

BRIGHT LIGHTS 

With Charles Ray and Pauline 
Starke. Robert Z. Leonard's produc- 
tion. Story by Richard Conncll. 

EXCHANGE OF WIVES 
"With Lew Cody, Eleanor Board- 
man,Renee Adoree,Creighton Hale. 
Hobart Henley's production uj 
Cosmo Hamilton's play. 



1926 will positively 
be another M-G*M year 



1925 a Year of Achievement 



THE year 1925 record has placed Inter- 
national Newsreel at the absolute peak 
— in a class by itself as a film news 
gatherer. Sparing no trouble or expense it 
has combed the unbeaten paths of all the 
world for news — it has kept its sleepless eye 
on the four corners of the Globe — on land, 
on sea, in the sky — and has brought the 
news to the public first or exclusively in al- 
most every instance. The record of its serv- 
ice is impressive testimony to its achieve- 
ments; achievements that make it a feature 
on any program — that makes it a money- 
making power at the box office. 

International's succegs in 1925 is but a fore- 
runner of what International's constantly 
increasing service will bring in months to 
come. There will be big scoops in 1926 and 
they will be in International. 
It will be a bigger, greater year for exhibi- 
tors booking International Newsreel now. 



Important Events Given Exclusively 

Exclusive pictures of His Holiness, the Pope, bestowing the 
apostolic benedictions at the first of the Holy Year exercises. 
Italian army airplane flying into the smoking crater of Mt. 
Aetna. 

First airplane flight over Death Valley in California. 

British Royal Airplanes in maneouvres over Pyramids. 

Inauguration of President Coolidge. International was first 
by twelve hours. 

The great midwest tornado which swept thru six states. 
Only genuine pictures showing Gunnar Kasson's heroic sledge 
race to Nome with heroic Balto carrying diphtheria antitoxin. 
Spectacular jump from airplane by Sergeant Bose, who 
dropped 1800 feet before opening his parachute. 
First pictures of Rum Row coast-guard cutters and liquor- 
smuggler's ships. 

Sinking of Japanese freighter Raifuku Maru 800 miles from 
shore. Shown on Broadway, New York, 72 hours after ship 
went down. 

First pictures of Prince of Wales in Africa. 
Inauguration of von Hindenburg as President of Germany. 
Giant elephants in deadly battle for pleasure of Indian Poten- 
tates at Alwar. 




TWICE EVERY WEEK 



for International News Reel 



and First by International News Reels 

First views from a French military dirigible flying over Paris. 
Smoke-screen laid by army airplanes to hide dirigible Los 
Angeles, flying over Washington. 

Dare-devil rides of U. S. cavalrymen at Fort Riley, Kansas. 
Airplanes bombard flying shadows in marksmanship test at 
Kelley Field, Tex. 

Flight thru Rio Grande Canyon, Texas. 

First pictures of return of explorer Amundsen from daring 

attempt to reach North Pole by airplane. 

First pictures of Scopes trial at Dayton, Tenn. 

First pictures of destruction of U. S. dirigible Shenandoah at 

Ava, Ohio. 

Army parachute class sky graduation at Chanute Field, 111. 
Arrival of Prince of Wales at Buenos Aires. 
First rescue pictures of U. S. Submarine off Block Island. 
U. S. Steamer battles gale to rescue crew of tiny ship helpless 
on stormy Atlantic. 

Serial dare-devil rides bicycle in sky at Santa Monica, Calif. 
First pictures of burning liner Lenape off Lewes, Delaware;, 
First airplane flight ever made over Roosevelt Dam, Arizona. 
Signing of Locarno Peace Treaty. One of the most remark- 
able newsreel feats ever achieved. 

Pope Pius in Vatican grounds as Holy Year draws to close. 



Remarkable example of speed and serv- 
ice makes International outstanding 
News Reel. 

— Wisconsin Theatre, Milwaukee, Wise. 



International is always first. Patrons 
fully enjoy every presentation. 

— California Theatre, Stockton, Cal. 



Best News Weekly on the market. 

— American Theatre, Oakland, Calif. 



This service best in the field. 

— Osage Theatre, Kansas City, Kans. 



oltkuisMel 

RELEASED THROUGH UNIVERSAL 



J. CHARLES D AV 



THE PICK OF 



For Independence 



5 



Pictures from the Novels of 

James Oliver Curwood 
READY 

In Production — "The Courage of Captain Plum" 



"MY NEIGHBOR'S WIFE' 
"THE GOLD HUNTERS" 



o 



Lawson Haris Production 

"LAW AND ROYALTY" 



GENERAL CHARLES KING 

Frontier Features 

starring 

BEN WILSON and NEVA GERBER 

"Warrior Gap," "Under Fire," 
"Fort Frayne," "Tonio, Son of 
the Sierras," "A Daughter of 
the Sioux." 

Completed — "Apache Princess," "Worst Man of the Troop," 

"From the Ranks" 



READY 



1 



READY 



"BETTER PICTURES 

THE BEST MONEY 

Mrs. Wallace Reid s 

" THE RED 

featuring 

PRISCILLA BONNER 

Story by — Adela Rogers St. Johns 
Directed by — Walter Lang 



Super Feature 

"RED LOVE" 

starring 

JOHN LOWELL 
READY and EVAN GELINE RUSSELL 

A Daring Different Drama of the American Indian of Today 



1 



8 



De Luxe Specials 

with 

MARILYN MILLS 



and her intelligent horses 
"STAR" and "BEVERLY" 
"TRICKS" (Ready) "FLEET FOOT" 
"THREE PALS" (Ready) "LONG ODDS" 
"THE KILLER" "WHITE FURY" 
In Production— "THE HEART OF POQUITA" 



15 



Episode Super-Serial 
Nationally Advertised and Exploited 

"THE POWER GOD" 

starring 

Ben Wilson and Neva Gerber 
READY 



8 



Secret Service Stories 
Featuring "THE THRILL GIRL" 

PEGGY O'DAY 

"Peggy of the Secret Service" (Ready) 

"Peggy from Headquarters" (Next) 

"Peggy Scores a Victory" 

"Peggy Takes a Chance" 

"Peggy on the Job"'Peggy Under Orders" 

"Peggy in Danger" Peggy in Chinatown" 




Episode Serial 
BEN WILSON 
and NEVA GERBER 

in 

"THE MYSTERY BOX" 

NOW READY 




RELEASED 
THRU 



DAVID R. HOCH 

by DAVIS DISTRIBUTING 

J. CHARLES 
218 WEST 42nd ST. 



Foreign rights to Kings, Curwoods, Maynards and Mystery Box, RICHMOUNT PIC- 
TURES, INC., 729 7th Ave., New York, N. Y. 



IS, 2nd, Presents: 

THE PICTURES 

For Profit 

?0R LESS MONEY" 



MAKER OF 1926 
PRODUCTION 
IN WHICH SHE APPEARS 

KIMONO" 



1 



Supported by 
Theodore Van Eltz Mary Can- 
Carl Miller 
Virginia Pearson 
Tyrone Power 
George Seigmann 



Sheldon Lewis 
Nellie Bly Baker 
Max Asher 
Emily Fitzroy 



r 

READY 



Super Special 
ARABIAN NIGHTS FANTASY 
"Tales of a Thousand 
and One Nights" 



I 



Aviation Aces 
from 

AL WILSON 

The World's Greatest Stunt Flyer 
The First "Flyin' Thru" is ready 



6 



Super Westerns Starring 

"KEN" MAYNARD 

(acclaimed as the new star of Westerns) 
and "TARZAN," King of All Horses 
READY— "$50,000 Reward," "Fight- 
ing Courage," "The Demon Rider," 
"The Haunted Range," "The Grey 
Vulture." 



S 



CORKING "KID" COMEDIES 



Splendid 

AL FERGUSON 

WESTERN FEATURES 

Ready — Seven Pictures 



15 



Two- Reel Herrick 
Unique Featurettes 

"FRAGMENTS OF LIFE" 

"Tales Told Without Titles" 
FOUR NOW READY 



6 



HEY FELLAS"! 



The doing and disasters of young 
America. 

(Released every other week) 
Produced by McKnight-Womack Prod., Inc 



26 



COMEDIES DeLAUGH: 
SHEIKS AND SHEBAS 



The Haps and Mishaps of Flapper 
Americans 

(Released every other week) 

Produced by McKnight-Womack Prod., Inc 



26 



EXCHANGES, lac, 

EICH, President 

DIVISION, Inc. 

DAVIS, II, President 
NEW YORK CITY 




Foreign Rights on all other pictures controlled by INTER-OCEAN FILM CORP., 
218 W. 42nd St., New York, N. Y. 



foi lai?5h month 



t 

4 i cHWsn^ s 





4 



Art 



, Creigh ton 
From «^ U ^ T 




eft 




1 



Stem Ul 



a, 




"4 

1* 




RELEASED BY 

PRODUCERS DISTRIBUTING 
CORPORATION 



— * 



The supreme screen achievement of 

John Barrymore 

*The Sea Beast" 

Adapted from Herman Melville's <~"Moby Dick,* 

with Dolores Costello 

BIG -in theme, in story, in acting in production-BIG 



e Xpuqh and ^Thrill 






6°*; 




Sen 8 ^ 6 S* . 




6 





Sensation of the Nation/ 



Samuel Ooldwyn 



presents 



♦ 



c Jk Henry King Production^ 

PARTNERS AGAIN 

WITH POTASH tP PERLMUTTER 7 

with George Sidney and Alexander Can 

^Adapted by Frances Marion 

r^Jfrom the Broadway Stage Success by 
Montague Glass and Jules Eckerb Goodman 




Samuel Goldwyn's "annual laugh classics" 
have become a box-office habit. Now — 

"PARTNERS AGAIN 

with Potash and Perlm utter" 
The Laugh Sensation of the Nation 

Bigger in Production; bigger in laughs and 
thrills; bigger in audience appeal, and 
sure to be bigger in box-office profits. 

The famous "fifty-fifty" partners break into 
the automobile business and wind up in 
a thrilling, daring airplane chase that will 
bring any audience to their feet roaring 
in applause. 

FEBRUARY 15th RELEASE 

Now Booking 

UNITED ARTISTS CORPORATION 

CMary Pickford Charles Chaplin 

Douglas Fairbanks D.W.Qriffith 



Joseph M.Jchenck, 
Chairman , Hoard of Directors. 



Jiiram Qbrams, 
President. 




Page 12 



Exhibitors Trade Review 



THE chief prognosticators 
of our industry said this 
was going to be a season 
of comedy. Probably none of 
them foresaw just how thor- 
oughly their predictions would 
be fulfilled. Comedy, without 
doubt, will soon predominate all 
motion picture entertainment. 

The advance of all Short Fea<- 
tures has kept pace with the 
great strides made by Comedy 
this season. The tremendous mo- 
mentum with which the Laugh 
Month movement is going for' 
ward is striking testimony to 
the bigger place that comedies 
and all Short Features occupy 
in the plans of exhibitors, both 
as to the building of programs 
and their exploitation. 

Isn't it significant that in the same 
season when this trend in picture en' 
tertainment is so pronounced, theatre 
development and theatre building are 
setting new and staggering records? 

Here is a thought that should fill 
us all with gratitude as the Old Year 
draws to a close, and inspire us to 
begin the New Year with renewed 
faith and increased confidence in the 
future of Motion Picture Entertain' 
ment. 






THE.SP1CE OF THE PROGRAM" 



December 26, 1925 



Page 13 




THOMAS MEIGHAN 

extends Holiday Greetings and Best Wishes 
for a Prosperous New Year 



Page 14 - Exhibitors Trade Review 




To the entire Motion Picture Industry , Harold Lloyd extends a most 
cordial wish for A Merry Xmas and A Happy Prosperous New Year 



C. C. BURR presents 

JOHNNY HINES 

THE LIVE WIRE" "RAINBOW RILEY 

"THE BROWN DERBY" 

Johnny Hines is First National's Comedy King 



Page 10 



Exhibitors Trade Review 



FOR BETTER 
ENGRAVINGS 



Pioneer Engraving Co 

348 West 38th Street 
New York City 



AIN'T WE GREAT! 

The United Studios is the best organized and the best managed Motion 
Picture Studio in the world, and the following Producers and Artists 
prove it by producing their pictures there! 

PRODUCERS and ARTISTS: 

Edwin Carewe June Mathis 

First National Productions J. E. McCormick 

Samuel Goldwyn Colleen Moore 

Corinne Griffith Sam Rork 

Harry Langdon Joseph M. Schenck 

Sol Lesser Norma Talmadge 

M. C. Levee Constance Talmadge 

Frank Lloyd Rudolph Valentino 

UNITED STUDIOS INC. 

5341 Melrose Avenue Hollywood, California 

M. C. LEVEE, President 



December 26, 1925 



Page 17 




Page 18 Exhibitors Trade Review 



Why 

more than a BILLION 
people have paid 
to see the films by 

D. W. GRIFFITH 



"D. W. Griffith is a genuine 



master." 



THE LONDON SPHERE 



"Griffith far outdistances 
all rivals. This genius is a 
wizard of humanities." 

LONDON DAILY EXPRESS 



December 26, 1925 



Page 19 



We Can Help You 

With Your Paper Problems! 

The selection of the right kind of paper — whether it be for 
Posters, Heralds, Letterheads, Office Forms, or the thousand and 
one other things paper is used for — is most important. 

We supply to Printers, Stationers, and Lithographers quite a 
lot of the paper used by the Motion Picture industry, and we would 
welcome an opportunity to be of helpful service to you. 

Associated houses in nineteen different centers throughout the 
United States at your command. 

Put your paper problems up to us! 

American Paper Mills Corporation 

Distributors Butler Standard Brands 
Offices and Warehouse 
Eleventh Avenue at Twenty-Seventh Street 

NEW YORK, N. Y. 




Page 20 



Exhibitors Trade Review 



Season '$ Greetings 




DONALD LASHLEY 



FOLLIES 
VANITIES 
COMEDY STOCK 

7 years' picture experience 

LAST TWO PICTURES 
"PRICE OF PARTY" 
"WRONGDOERS" 



DRAMA 



Season's Greetings 




HUGH WILSON 




AL. SANTELL 

Director of First National Pictures 



"The Marriage Whirl" 
"Classified" 



"Bluebeard's 7 Wives'' 
"The Dancer of Paris'' 



ferttttgH of t\\t ^eaaoti 



Cordially 

Richard Dix 



The Vanishing American 



11 



The Lucky Devil 



it 



" Womanhandled " 



Exhibitors T rade Review 



Page 21 



"LAUGH 

and 
GROW 
FAT" 
is 




Sunshine Hart's Motto 



She has been laughing and 
making others laugh for sev- \- 
eral rears in comedies — 



AND HER NAME IS REALLY 

Sunshine Hart 



s 



EDMUND GOULDING 

Metro-Goldwyn-Mayer 



SEASON'S GREETINGS 




CHARLES McHUGH 



When any paper tells you it 
"dominates the field" you 
get a feeble suggestion of the 
same idea. EXHIBITORS 
Trade Review and Exhib- 
itors Daily Review opposes 
all domination of all kinds 
and sorts in the motion pic- 
ture field. That's why it is 
read by so large a number of 
independent Exhibitors. 



5ffiH5H52S^5H5H5H5H5a525H5E5a5H525H5ESE5H52525HSa5H5H5H5E525H5H5Hffi5H525H5a525 



Page 22 



Exhibitors Trade Review 



SEASON'S - GREETINGS 




To Producers 

H. H. VAN LOAN 

has just completed— after 
four months of hard work 
— his biggest and best 
story, entitled — 



Her Excellency The Governor 

A TREMENDOUS MELODRAMA 



Timely Title! . . . Mighty Theme! . . . Powerful Plot! 
Fast Action! . . . Thrilling Scenes! . . . Big Suspense! 
Tense Situations! . . . Heart Throbs! . . . Human Interest! 
Tears and Laughter ! . . . Peculiar Twists! . . . Unusual Climax! 



A REAL BOX - OFFICE STORY 



Producers Interested Please 
Communicate With 

H. H. VAN LOAN 



HOTEL ASTOR 



NEW YORK 



SOME OF H. H. VAN LOAN'S 
PAST SCREEN SUCCESSES 
INCLUDE 

THE VIRGIN OF STAMBOUL 
THE NEW MOON 
THE SIREN OF SEVILLE 
THE GREAT REDEEMER 
FIGHTIN' MAD 
NELLIE, THE BEAUTIFUL CLOAK 
MODEL 

SPEEDWILD 
THE DRIVIN' FOOL 
STORMSWEPT 
FLATTERY 
THE SPEED MANIAC 
WHITER THAN SNOW 
THE NIGHT LETTER 

THE CLEAN UP 
A ROGUE'S ROMANCE 
THE HIGHEST TRUMP 
WHEN A MAN LOVES 



December 



26, 1925 



Page 23 



The Press Publishing 

Company 

East Stroudsburg, Penna. 

PRINTERS 

OF 

Exhibitors Trade Review 

Should be Consulted Regarding 
Your Next Big Printing Job 



Big Town Printers 

with 

Small Town Prices 



Exhibitors Trade R 




F. Herrick Herrick 

Director-Producer 



TEC -ART 
STUDIOS 
NEW YORK 




Harrison Ford 



Paramount Pictures 



Season's Greetings 




GLENN HUNTER 



JOE ROCK rHE LARGEST INDEPENDENT PRODUCER OF SHORT SUBJECTS 



1925 



Releases 



1926 



STANDARD COMEDIES 
2 reels each 
Featuring JOE ROCK'S "Ton of Fun," "Fatty 
Alexander," "Kewpie Ross," "Fat Kerr." 

Released by Standard Cinema Corp., through 
F. B. O. 



STAN LAUREL COMEDIES 
2 reels each 
Featuring STAN LAUREL. 

Released by Standard Cinema Corp. Distrib- 
uted by F. B. O. 



"FEARLESS" PRODUCTIONS 
2 reels each 

Supervised by JOE ROCK Featuring the great 
German Police Dog, "Fearless," in a series of 
12 comedy detective story dramas An all star 
cast appears with "Fearless." 

Produced by Van Pelt Productions for distri- 
bution by Chesterfield Pictures Corp., ot N. Y. C. 



BLUE RIBBON COMEDIES 

2 reels each 

Featuring ALICE ARDELL and a leading 
screen comedian. Chester Conklin, Neely Ed- 
wards, Slim Summerville, Joe Rock, Lee Moran, 
appear in first five. 

Released by Standard Cinema Corp., through 
F. B. O. 



"UNNATURAL HISTORY" COMEDIES 
one reel each 
Produced with the Bray Studios in New York. 
A series combining straight photography and ani- 
mated cartoon and a combination of both. 

Produced for Bray Productions, Inc. Distrib- 
uted by F. B. O. 



JIMMY AUBREY COMEDIES 
2 reels each 

Featuring JIMMY AUBREY. Released by 
Standard Cinema Corp., through F. B. O. 



Joe Rock Productions 

UNIVERSAL CITY, CAL. 

New York Office, Jacques Kopfstein, 
130 West 46th Street 






Page 26 




Exhibitors Trade Review 



SIDNEY OLCOTT 

wishes you a most 

Merry Christmas 

Nineteen twenty-six with 

INSPIRATION PICTURES, INC. 



starring 



RICHARD BARTHELMESS 



Lots of Good Things 

EVEN THOUGH YOU ARE BUSY, 
MR. EXHIBITOR, YOU DO NOT WANT 
TO MISS ANYTHING IN THIS ISSUE 
OF EXHIBITORS TRADE REVIEW. 

FROM FIRST TO LAST, IT IS FULL 
OF GOOD THINGS FOR THE WHOLE 
MOTION PICTURE INDUSTRY. 



December 26, 192S 



Page 29 



EXHIBITORS 

CTmde REVIEW 

( 

%e Business Taper of the Motion %ture Industry 



Editoria I 



IN THE DAYS when motion pictures went over 
with the public by virtue of their sheer novelty, 
the character of the house in which they were 
shown was of relatively little consequence and the 
equipment employed in presenting them was 
necessarily crude. 

Year by year this situation has changed. The 
novelty of pictures quickly wore off. They came 
to be accepted as a normal part of the institution 
of living and the public, from an attitude of open- 
mouthed wonder at their marvels, drifted into a 
more critical and analytical frame of mind. It dis- 
covered that some pictures were better than others 
and that some theatres were able to put up better 
entertainment than others. 

To meet this change on the part of the public, 
motion picture theatres developed a good many 
tricks of the Barnumesque variety. The industry 
took on something of the character of the circus 
and the Gaudy Period came in. The theatre re- 
sorted to the most primitive sort of appeal. Banks 
of lights on the marquee and across the facade ; 
acres of gilt, in fact everything that would tend to 
attract the eye and the ear, regardless of quality 
or taste was acceptable. And it must be admitted 
that the theatres of this period were fairly well 
in keeping with the pictures they were getting. 

Improvement in the technique of picture mak- 
ing, elevation of the general standards of produc- 
tion, necessarily brought a changing trend in the 
designing and equipping of theatres. A compari- 
son of typical houses built during the last ten 
years will show that this evolutionary process has 
been going steadily on, until we have come to the 
stage where the motion picture house, at its best, 
is fully the equal in artistic character, in equip- 
ment, in comfort, in everything that appeals to an 
educated and critical public taste, of the legitimate 
theatre at its best. Frequently done on a much 



larger scale than the legitimate house, but with no 
less of quality in the doing. 

It cannot be said, however, that the older houses 
devoted to motion pictures have universally fol- 
lowed this trend. Theatre owners who made heavy 
investments five or ten years ago have naturally 
been hesitant about pouring more and more money 
into their establishments to keep them fully in line 
with the progress of the business. So that, today, 
we have in this country a rather conglomerate 
mass of new-fashioned and old-fashioned theatres, 
with a very large number of houses in sad need 
of renovation and new equipment. 

It is not at all surprising that surveys of the 
theatre situation show the chain houses, on the 
average, better equipped and fitted for their pres- 
ent day purpose than the majority of the individ- 
ually owned theatres. For one thing, the chain 
theatres, on the average, are newer. For another, 
they are generally backed by larger capital, in po- 
sition to invest heavily in those facilities of enter- 
tainment that show substantial likelihood of re- 
turning a profit. And so, while it may be argued 
with some show of reason, that the more commodi- 
ous and better equipped chain theatres, on the 
average are inferior in respect to that element of 
management that grows out of personal owner- 
ship, it must be admitted that their better physical 
equipment is pointing the way the individual 
owner must go to meet competition. 

The public, except in those rare instances where 
competition is lacking to acquaint it with the mod- 
ern theatre, is showing an increasing tendency to 
buy its picture entertainment where it finds the 
most for its money, not in pictures alone, but in 
pleasant surroundings, agreeable atmosphere and 
genuine comfort. 

This trend is of vital importance to every 
theatre operator. It points definitely the impor- 
tance of modern equipment throughout the house. 



Page 30 



Exhibitors Trade Review 



It proves, beyond question, that more attention 
must be paid to the physical side of the business, 
less dependence placed on pictures as the sole 
basis of audience appeal. 

Certainly it cannot be doubted that the theatre 
is going to become more and more a Community 
Institution, enjoying an identity and status defi- 
nitely determined as much by its appearance, at- 
mosphere and equipment as by its programs and 
entertainment policy. The theatre, in fact, is go- 
ing to be the absolutely dominant factor in this 
business, with production and the distribution of 
pictures waiting on its demands. 



It is to meet this trend that EXHIBITORS 
TRADE REVIEW, with this last issue of the 
year, presents a widely assorted mass of material 
designed to aid every exhibitor in the effort to keep 
step with the advance in theatre management. 

The purpose of this Number will be fully justi- 
fied if it shall cause Exhibitors to give more 
thought to this phase of their business, if it shall 
induce them to take stock of the real needs of their 
houses to meet the competitive progress of the 
theatre. 



£H5E5H525HE5E5ESE525E5E5H5E5E^^ 



Cjr eetings 

TJY THE simple process of getting better acquainted, by 
U sitting down together and talking over our problems 
and settling them for the best interests of the whole 
there is further developing the splendid spirit of friendliness 
among all those engaged in the motion picture industry — all 
necessary for the common good. 

We are trying to settle differences by applying the 
Golden Rule. This is a straight, direct method that goes 
back to the beginning of things. It is as essential now as 
when the Great Teachers brought order out of chaos and 
gave us rules for conducting our lives so that all of us should 
have the right to live and to work and to prosper according 
to our ability. 

(signed) WILL H. HAYS 



December 26, 1925 



Page 31 




What Does the New Year 
Mean to the Exhibitor? 



THE THEATRE business is the best end of 
motion pictures. Anyone who doubts it can 
find ample confirmation in the rush by the 
big-moneyed interests of the industry to get all 
the theatres they can — by noting the ease with 
which highly reputable financial houses today 
are handling big issues of securities intended to 
furnish money for theatre investments. 

The motion picture theatre has far greater pos- 
sibilities than its numerous owners have realized. 
It is in many respects the surest thing in the 
whole show business, subject to one condition : 
It must have the sort of management that will 
recognize opportunity. 

There are a good many people in this world 
who could lose money operating the mint. Most- 
ly, their trouble is shiftlessness, laziness, inertia. 
Call it what you will, it's the habit of putting 
off forever that which ought to have been done 
yesterday. 

Competition is going to get a lot more keen 
in the theatre field. The next year will see a 
steady increase in seating capacity. Too much 
capacity in many spots, with the business going 
where someone is making the most intelligent bid 
for it. 

January 1 opens Laugh Month and various 
other "months" more or less germane to this 
hectic industry. For Exhibitors generally, it 
might well open, also, a Personal Inventory 
Month. With every Exhibitor who thinks he is 
going somewhere putting himself through a vig- 
orous examination to see whether he is really 
going somewhere, or just merely coming back. 

The battle for business in 1926 isn't going to 
be a matter of lying back in the overstuffed 
trenches and hoping for the best. It's going to 
be a case of over-the-top-and-at-'em. Super- 
showmanship is going to be needed. Energy. 
Not conversation. 

And speaking of conversation, what a God- 
send it would be if some Exhibitors would lay 
off a while. Those fellows who think they are 
politicians — who get a magnificent wallop out of 
breaking into the Associated Press with an at- 



tack on almost anybody about almost anything! 
They are the fellows who have put most of the 
dents in every effort to organize the theatres. 
They need a Silence Month. Let's have that in 
January, too. So the chosen spokesmen who 
have a right to speak for the organized Exhib- 
itors of the country can have a chance to get a 
word in occasionally. 

January 1 is supposed to be celebrated with 
Resolutions. Commonly they are referred to as 
"Good Resolutions." Actually, most of them 
are bad. Because they are monumental bluff. 
And a resolution that is merely an incident of 
the holiday ritual is a serious matter likely to 
lead to disaster. There may be some people who 
can take their resoluting or leave it alone. But 
not so many. 

Reverting to January 1 and Exhibitors, there's 
one resolution that is going to be in order : A 
resolution to work like Hell through '26. Not 
a pleasant outlook, perhaps, but there's nothing 
in the stars to alter this prophecy — it is going to 
be an awfully easy year for going out of busi- 
ness. Anyone in the theatre business who doesn't 
feel like embracing that faith and sticking to it 
may well pick his exit now. And put on the 
padded pants. 

Another thing the Bright New Year might 
well mean to every theatre owner is this : It's 
time to quit yelping about the cost of belonging 
to Exhibitor organizations. Any good steam- 
fitter expects to pay his union more money in 
1926 than the average Exhibitor is asked to kick 
in for dues. And if there ever was a time when 
salvation must come out of organization, it is 
right now. Any Exhibitor — and this means you 
— who isn't in position to display a receipt for 
dues in the union deserves to be a liveried door- 
man for some philanthropic distributor. And 
watch him get there ! 

All in all, January 1 means a lot to the Ex- 
hibitor. It means another chapter in the battle. 
Another chance to take Success by the collar. 
Or a chance to snooze comfortably while some- 
one taps the safe. 

Which shall it be? 



Page 32 



Exhibitors Trade Review 




Alice Day Ushers In the New Year 

The demure little Miss Alice is one of the favorites 
of the Mack Sennett-Pathe comedy group 



December 26, 1925 , ,, 



Page 33 




The Eastman Theatre, Rochester, New York, one of the outstanding motion picture 

institutions of the world. 



The Patron Is Right 

"They want entertainment — and they 
are the only criterions" 

By JOHN O'NEILL 

House Manager, Eastman Theatre, Rochester, N. Y. 



Theatregoers come to the theatre to 
be entertained and therein lies the bas- 
is of the policy that should guide the 
house manager and his assistants. In 
the first place, the entertainment-seeker 
enters the theatre lobby in a frame of 
mind that is optimistic of a carefree 
treat. He is in a holiday mood and 
anything that jars on that mood or 
sounds a false note of annoyance does 
just that much to spoil the pleasure of 
the occasion. 

No matter how carefully all the other 
persons concerned with the prepara- 
tion of the entertainment have done 
their part and no matter how excel- 
lently the program has been prepared, 
if the ticket buyer has met a false note 
of discourtesy or has been annoyed by 
any failure to smooth his way toward 
entertainment, then the whole program 
has been marred so far as he is con- 
cerned. 

Therefore, courtesy is the first 
principle in the handling of theatre 
crowds. Every employee is cautioned 
again and again on this point, and is 
made to see that upon him or her is 
directly imposed the burden of making 
every patron's visit to the theatre en- 
tirely pleasant. It becomes the house 
manager's duty to see that his small 
army of ticket sellers, doormen, ushers 



and other floor employees are chosen 
for their good nature and politeness 
and that they are trained to. give the 
utmost in courtesy and service. We 
have an exceptionally well-qualified 
corps of attaches at the Eastman 
Theatre and to them belongs the major 
share of the credit for what we have 
been able to accomplish in making our 
public happy and comfortable. 

Mr. O'Neill sent this article under 
the head, "Maying Things Pleasant for 
the Audience." But somewhere in the 
article he writes of "the patron is al- 
ways right" and we substituted that in- 
stead. In our humble opinion that phrase 
is the sesame of all salesmanship. If the 
patron is right, and knows he is right, he 
will be a pleased patron. 

"The patron is always right" might 
be the motto of theatre house em- 
ployees, for nothing is more distracting 
to the mind and mood prepared for en- 
tertainment than to be compelled to 
argue with some attache. At the East- 
man these first precepts are preached 
with daily regularity. 

Of course, there are hundreds of 
other details that must be looked after 
to make the theatre ready for its au- 
diences and they all come under the 



same general policy of eliminating any- 
thing that might jar the sensibilities of 
the patron. The auditorium must be 
immaculately clean, for which a large 
force of cleaners is employed ; the seats 
must be daily inspected and in order. 
If any one of these things is neglected 
there is a jarring note that will destroy 
the patron's pleasure. 

The house manager of a big theatre 
is a combination of housekeeper, butler, 
host and guardian of the property. 
His first duty is to see that his guests 
are happy and comfortable. At the 
Eastman we make every possible effort 
to handle the crowds with the least 
possible inconvenience or delay. And 
in this respect we receive splendid co- 
operation from the public. Our audi- 
ences are good-natured audiences. 
They know that we are trying to get 
them into the theatre and into a seat 
and on those occasions when the line 
has to wait outside for a brief period 
they accept the delay with good humor 
and patience. 

The house manager comes into closer 
contact with the public than anyone 
else. Patrons tell what they think of 
the performance and he is able to pick 
up many valuable suggestions for the 
other departments and for the general 
guidance of the executive staff. 



Page 34 



Exhibitors Trade Review 




The Beautiful Curtain of the Stanley Theatre, Philadelphia, Pa. 



Let's Go to the Pictures 



The essentials of the modern mo- 
tion picture theatre ! 

It is not such a far cry when the 
essentials for entertainment in a 
theatre devoted to motion pictures 
were few. All that was required was 
a building, seats of any kind, a sheet 
for a screen, a flickering projection 
machine and crude films. In that day 
the motion picture entertainment was 
but an experiment — a 'novelty and 
one that many predicted would soon 
be in the discard. 

Yet so often does the human pre- 
diction go wrong. It was so in this 
instance. Today motion picture en- 
tertainment in all that it implies is an 
art. Millions of dollars have been 
spent in the erection of palatial edi- 
fices for the showing of pictures. 
Many thousands of dollars are spent 
weekly in some of the really big mo- 
tion picture theatres on the sur- 
rounding programs. It is an art but 
an art the supreme achievement of 



By JULES E. MASTBAUM 
President Stanley Theatre Chain 

How do you invite the patronage of 
your townsfolk? How do you make 
them say, "Let's go to the pictures"? 
Mr. Masibaum has made hundreds of 
thousands say it. He can tell you how. 
He writes on the "Essentials of the Mod- 
ern Motion Picture Theatre." 

which has by no means been 
reached. 

The motion picture theatre of yes- 
teryear is as different from the mo- 
tion picture theatre of today as there 
is between day and night. Patrons 
have been educated to a higher stand- 
ard of entertainment. New patrons 
are being added to the ranks of the 
millions and millions who enjoy pic- 
tures and each one of these new- 
comers quickly reach their conclu- 
sions as to whether they are going to 
continue as patrons by the manner in 
which a theatre is conducted. The 
American amusement loving public 
carefully shop for motion picture en- 



tertainment. They may not be fully 
conscious of the fact that they are 
shopping, but they are, nevertheless. 
For example, thousands of men come 
home in the evening and ask the 
question "Where shall we go to- 
night?" The answer is: "Let's go to 
the movies." If the gentleman then 
asks: "Where shall we go?" invaria- 
bly a reply somewhat as follows is 
given: "When I was shopping I 
looked at several of the theatres, and 
I think the Stanley Theatre has the 
best show." The lady in question was 
shopping just as carefully for motion 
picture entertainment as she was for 
anything else she was buying. 

Knowing that this condition is 
prevalent, it is good showmanship 
and good merchandising to display 
all of the wares you have to offer in 
your theatre. The essentials of the 
modern motion picture theatre, and 
perhaps the first of these to be con- 
(Continued on page 37) 



December 26, 1925 



Page 37 



Let's Go to the Pictures 



(Continued from page 34) 



sidered may be House Management. 
Each week the Stanley Theatre in 
Philadelphia, which is considered the 
leading one in the East, entertains 
many thousands of people. Making 
these people comfortable, extending 
to them the courtesy that will make 
them cultivate the theatre as a week- 
ly habit, ushering and changing the 
huge crowds that fill the theatre is a 
big job. Yet it is doubtful whether 
a more courteous, efficient system of 
house conduct can be found than that 
which exists here. 

The factor behind the success of 
the system is the esprit de corps 
which has been established. At all 
times, employees must be punctual, 
obliging and courteous. From the 
doorman, who is the first attache with 
whom the patron comes in contact, 
and the first reception has much to 
do with the general impression, all 
along the line this rule is strictly ob- 
served. The comfort and convenience 
of the patrons is of paramount im- 
portance. Hence, an essential of the 
modern motion picture theatre are 
such things as well equipped rest 
rooms for both men and women, com- 
fortable chairs from which they can 
view the stage, and the keeping of 
the house scrupulously clean. We 
begin cleaning the Stanley after the 
last show at night by turning up every 
seat. Then the cleaning staff comes 
on duty later, and the house is 
thoroughly cleaned and inspected be- 
fore the opening time. 

Ventilation of the proper kind is 
a very important consideration. With 
the advance of modern science along 
this line no excuse can be offered by 
the exhibitor who does not safeguard 
his patron's health by clearing the 
air of the auditorium of all impuri- 
ties and keeping it clear at all times. 
This is not a matter that requires 
any deep thought on the part of the 
theatre owners — competent sanitary 
engineers will solve his problem in 
no time. But it is important that it 
should be done. Then there is the 
matter of projection. Few people 
realize what an important factor this 
is. They see the screen with the pic- 
ture thereon but the general public 
does not realize that this department 
is one that is subject to more frequent 
inspections than perhaps any other 
in the modern motion picture theatre. 
And this espionage is necessarv for 
should even a little bolt or pin fall out 
of place in the projection machines, 
the best of them costing thousands of 
dollars, the result may interrupt the 




JULES E. MASTBAUM 

entire program or cause its cessa- 
tion. 

Truth in advertising I have always 
found to be a most essential thing in 
modern motion picture entertainment. 
Never promise the public more than 
you can give them. I have seen oth- 
ers try this and meet with disaster. 
The public, especially those seeking 
entertainment, may be fooled once, 
but that theatre which does that will 
wonder why its box office receipts 
are nil. The Stanley Company of 
America has ever maintained that 
the public should know the truth 
about its programs. There is not an 
advertisement sponsored by this or- 



ganization that does not contain the 
exact conditions pertaining to this or 
that particular program. And that is 
another way of saying "give service." 
To give worth-while service is to in- 
spire confidence. To do this means 
that your theatre will be secure in 
the esteem of your patrons. 

And then I reach the program es- 
sential. What comprises the ideal 
program? Of course, the reply to 
that question will vary in different 
localities or communities. What may 
be interesting to patrons of a house 
in San Francisco might not please 
those who attend a motion picture 
show in Philadelphia. Of course, to 
say today that in program building, 
the feature is the first and all impor- 
tant consideration, is archaic. It is 
a gross mistake to gorge patrons with 
feature pictures. I have my own 
ideas and preferences, and naturally 
I believe in variety. There is the 
prologue to the feature, there is the 
overture by the orchestra, and I can- 
not make too emphatic the importance 
of high class music. There is the 
cemedy, the scenic, an educational or 
travel subject. Above all, there should 
be contrast in all programs. The 
subjects should be so alternated that 
the same emotion will not be ap- 
pealed at any two successive times. 

The public first paid its money to 
see feature films and other pictures. 
Unconsciously, it has learned to like 
the incidentals such as prologues, so- 
loists, instrumental and vocal, and 
other special features which are 
termed added attractions. Public 
spirit is a power, just as real and 
no more mysterious than electricity 
or any other great force of nature. 
It may be harnessed and guided in 
the same way these forces are con- 
trolled. It can be if we observe the 
essentials of the modern motion pic- 
ture theatre. 



Better Projection Pays 



(Continued from page 35) 



ute and a theatre owner or manager 
does well when he secures the good 
will of the projectionist, increases his 
interest in his work, gives him respon- 
sibilities and then sees that he deserves 
such consideration. Such methods may 
not work in every instance but they are 
very successful in many theatres and 
it might be wise for some managers to 
try them. It is possible that they may 
not produce completely satisfactory re- 
sults at first and will require some ex- 
perimenting, checking up and changing 
but the general average of results will 
prove beneficial and profitable. 

Screen presentation is an important 
part of good showmanship and better 
projection pays. Good projection de- 
pends upon a great many things and it 
is not possible to properly cover the 



subject in an article of this nature. I 
hope, however, that the few sugges- 
tions I have made here will induce 
theatre owners and managers to con- 
sider the importance of good projec- 
tion. It is not my intention to advise 
spending considerable sums or making 
radical changes in theatres. If every 
theatre owner and manager, how- 
ever, will consider projection from the 
correct standpoint and take up this part 
of his work in the right spirit he will 
soon find out that he will secure very 
profitable results with a comparatively 
small expenditure of time and money. 
BETTER PROJECTION PAYS ! 

* The writer of this article requested that it be 
published unsigned to permit him greater freedom 
in expressing his views. He is widely known for 
his earnest, persistent and effective advocacy of bet- 
ter projection and has succeeded in arousing wide- 
spread interest in this important department of the 
motion picture industry. 



Page 38 



Exhibitors Trade Review 




Roxy" Tells About His 
New Theatre 

By "ROXY" 

S. L. Rothafel 



THE year 1926 will mark a milestone in my life, for 
that period will see the culmination of my life's 
ambition — the erection of the new Roxy Theatre, 
the largest in the world to be built at 50th Street and 
Seventh Avenue, New York City, with every device 
humanly possible for the enhancement and artistic 
presentation of motion pictures. With the cooperation 
of my associates, Messrs. Sawyer and Lubin, I promise 
that the new Roxy Theatre will contain every innovation, 



S. L. Rothafel, 
otherwise known 
as "Roxy" to his 
radio audiences. 
Roxy built up a 
great following 
for his "gang" of 
performers who 
hit the air over 
W E A F every 
Sunday night. 
Now Roxy will 
have his own "lit- 
tle playhouse." At 
the top of this 
page is a photo 
of the architect's 
plans for the ex- 
terior of this "lit- 
tle playhouse." It 
will be known as 
the "Roxy Thea- 



every comfort and luxury in keeping with the dignity 
and prestige of so ambitious an undertaking. At this 
time I shall not divulge any of the novelties, original 
lighting effects or musical offerings we plan for our new 
theatre. I want to show you what they will be, not 
talk about them, but I predict that the opening of the new 
Roxy Theatre in November, 1926, will strike a new note 
in the presentation of motion pictures and one which 
will bring radical changes in our motion picture houses 
of today. 

Since my resignation from the Capitol Theatre some 
months ago except for the brief interim of a trip abroad, 
I have been devoting all my energies to this project 
which has been my dream for many years. Not only will 
the theatre itself be built on a lavish and artistic scale, 
but here for the first time I will have free scope for the 
development of my own ideas. Not only will the Roxy 
Theatre be notable for the individuality of the presenta- 
tion of pictures but the theatre itself as planned by Wal- 
ter W. Ahlschlager, the Chicago architect, will be unique 
among film edifices. 

Built of Bedford stone, terra cotta and pressed brick with 
elaborately stained glass windows, it will occupy a plot 
which' fronts 290 feet on north side of West 50th Street 
and 190 feet on south side of West 51st Street and has 
an irregular depth of approximately 200 feet. The theatre 
itself will cover an area of 52,250 square feet rising to a 
height of 115 feet making the Roxy Theatre the largest 
in the world. 

There will be a seating capacity of over 6000 seats, 
1054 of which on the mezzanine floor will be de luxe 
divan reserved seats. There will be 2850 on the lower 

(Continued on page 40) 




December 26, 1925 



Page 39 



Designing the World 's 
Largest Theatre 
"The Roxy" 



WHY should not the same economic law apply to 
motion picture theatres that in the last decade 
has made most of our largest industries the giants 
that they are — the law of increased volume making for 
decreased unit costs. 

This law is fundamental and must apply equally well 
to motion picture theatres as to the manufacture of au- 
tomobiles — cash registers — chain stores — large office 
buildings — the very making of films for movies — the 
very distributing methods of these films — and so on to a 
list too numerous to attempt to further portray. 

More specifically — who will argue that it will require 
twice as much management and overhead expense to put 
on a show in a theatre of 6214 seats as one of 3107 seats 
— or that the operators in the projection booth get twice 
as much salary in the former as in the latter — or that 
the stage craft involved in the production of the former 
need cost twice as much as in the latter — or that the ad- 
vertising is double in the first mentioned house? 

Again, by continuing the comparison just started, we 
embark on a discussion of relative values that can be ex- 
tended to many pages of space. Suffice to say that the 
answer to all of these hypothetical questions is that the 
cost is not double, and in most cases it is hardly increased 
beyond the cost of the one-half sized house — which an- 
swer really projects the idea or impelling motive re- 
sponsible for the conception of the Roxy Theatre, and 
let it be also borne in mind that neither the construc- 
tion cost or financing cost, or even the real estate cost 
of a theatre like the Roxy, by the same law, is twice the 
cost of a similar theatre as the Roxy — of one-half its 
size, even if it were to be erected on the identical Roxy 
site. 

With this basic law in mind, the physical construction 
of the Roxy has started, and a short explanation of its 
main features may be found of interest. 

The magnitude of this new theatre and its entire archi- 
tectural program, as reviewed by its architect, has made 
an exceedingly interesting problem to solve, and has 
given rise to new and refreshing forms for composition. 

In the Roxy Theatre, an assemblage of 6214 people, 
all comfortablv seated, in rows 36 inches back to back, 
shall view a picture accompanied by an orchestra of over 
100 musicians. The size of the theatre favoring an elab- 
orate enframement of the picture program, productions 
supported by up to 150 people on the stage at one time, 
and 100 additional voices concealed in the choir cham- 
bers, may be presented to this mammoth audience. 

To not only make this possible ; to not only take care 
of 3,500 people in the lobby and foyers, while they are 
awaiting their chance at seats, after they have purchased 
th eir tickets from any one of six cashiers on entering ; 
to make the theatre in its entirety without equal archi- 
tecturally and artistically, to, last but not least, create 
a highly profitable operating unit, from a show man's 
standpoint, was the problem in its entirety as presented 
by S. A. Rothafel (Roxy) and his associates to their 
architect. 

The owners, bankers, and other operators familiar with 
the project, are already aware of its economic advantages. 
The design of the theatre makes a weekly gross, up to 




By 

Walter W. 
Ahlschlager 

One of the out- 
standing leaders 
of theatre archi- 
tecture in the 
world — a product 
of Chicago, 111. 



$100,000.00 possible, making architectural problems not 
found even in the ordinary large theatre. In keeping with 
the size of the project, Mr. Rothafel has estimated that 
his weekly expenditures will approximate $35,000.00. 

Reference to the map will show that a tract was ac- 
quired having a total area of 52,280 square feet, and 
that the 40 x 100 foot portion constitutes the main entrance, 
the 100 x 100 foot portion the large elliptical foyer, and the 
190' x 200' 10" portion the auditorium proper. The main 
floor has a seating capacity of 2982 seats, the mezzanine 
1054 seats, and the balcony 2178 seats, total 6214. 

Probably the first interesting deviation from ordinary 
theatre design is the method of staircases and approach 
to the three classes of seats. The patrons to the main 
floor of the auditorium, having passed through the en- 
trance, will travel the long axis of the elliptical foyer to 
the auditorium. Patrons to the mezzanine floor will 
(Continued on page 41) 




Words of comparison fail when description of the "Roxy" 
interior is attempted. Like describing Niagara Falls. 



Page 40 



Exhibitors Trade Review 



"Roxy" Tells About His Theatre 

{Continued from page 38) 



floor and 2110 on the balcony. The proscenium arch 
will be 70 feet wide and 50 feet high. 

Back stage will be a six story building served by elec- 
tric power to be used for private projection rooms, dress- 
ing rooms, club rooms, kitchen, tailoring establishment, 
in fact every convenience for this "city within itself." 

TWO ORGANS INSTALLED 

Consoles for a duo-organ will be installed. They will 
be placed high above the stage on either side of the 
proscenium. The organ units will be concealed from 
view and in back of the organ there will be chambers to 
contain a choir of 100 voices. 

There will be another organ in the grand foyer and a 
third in the broadcasting studio. 

Two high speed elevators with combined capacity of 
70 people will carry patrons to the balcony, and a mar- 
quee 440 feet long will take care of people in inclement 
weather. 

Radio broadcasting studio will contain the last word 
in modern equipment and will be one of the features of 
the Roxy Theatre. Here with my gang I will broadcast 
regularly. 

The orchestra pit will accommodate 110 or more musi- 
cians. This will be raised and lowered by electrical 
mechanism. 

A 550 ton mechanical ice cooling plant will be installed 
for the summer. 

W. E. ATKINSON IN CHARGE 

General business management of the Roxy Theatre 
will be in charge of W. E. Atkinson, widely known in the 
film business who severed his connection with the Metro- 
Goldwyn Pictures organization to join us in the man- 
agement of the new theatre and to become vice-president 
of the company. 

H. G. Kosch is secretary and Irvin S. Chanin treasurer 
and director. 

The demolition of the old carbarns on the site of the 
new theatre started some weeks ago and is in charge of 
the Chanin Construction Company the builders of the 
new Roxy Theatre. 

While at this writing, it seems almost impossible, I 



predict the box office receipts of this new enterprise will 
average $100,000 gross exclusive of the war tax. The 
scale of prices of the theatre will be Evenings $1.00 or- 
chestra, 60 cents balcony, $2.00 divans. Matinee prices 
will be 60 cents for orchestra, 40 cents for balcony and 
$1.00 for divans. We plan that the divans shall be open 
to yearly subscription on the plan employed by the Met- 
ropolitan Opera House. 

GREEK BALLET PRESENTATIONS 

An interesting feature of the new theatre will be the 
staircase from top to bottom on each side of the pros- 
cenium arch, after the style of ancient Greek theatres, 
making possible a series of tableau and ballet presen- 
tations of an unusual nature. 

In making plans for operating the new theatre I am 
trying to do something that has never been done before. 
I have studied equipment both here and abroad and have 
combed the world for novel effects. I plan to give 
entertainments that will rival even grand opera. It can 
be done and have no fear that "it will be over the heads 
of the public." Nothing is over the heads of the public. 
The public is always right. They're the first to recog- 
nize and appreciate what is really good and I always feel 
that if a number does not appeal to the public it is my 
fault, not the public's. 

I am not worrying about the pictures to be presented. 
The Roxy Theatre will of course be absolutely inde- 
pendent, but I feel that the house itself and the quality 
of our programs will attract all that is best in motion 
picture production. There will always be room for short 
subjects which are the punctuation notes of any pro- 
gram. The Roxy, I am prouder of that name than I am 
of my own, will be the fulfillment of my dreams. I am 
looking forward to giving entertainment which will mark 
a new standard. 

NO PLACE FOR VAUDEVILLE 

I have been asked many times my opinion on the 
practice of combining vaudeville with motion pictures. 
To my mind vaudeville with pictures is the curse of 
film exhibition today and will have no place in my new 
theatre. 




THE FLOOR PLANS 
OF "THE ROXY" 

The tract of land that was ac- 
quired for "The Roxy Theatre" 
had a total area of 52,280 square 
feet. 4,000 of this made up the 
main entrance; 1,000 constitutes 
the elliptical foyer. The rest 
went into the auditorium proper. 
In this remaining space, the or- 
chestra floor took on a capacity 
of 2,982 seats, allowing 1,054 
seats for the mezzanine and 2,178 
seats for the balcony, totaling up 
to 6,214 seats. 

Compact, one might say. Yet 
the plans call for a most com- 
fortable arrangement, with one 
seat equally as good for the 
patron as any other. 



December 26, 1925 



Fage 41; 



Designing the World's Largest Theatre 

(Continued from page 39) 



travel one-half the length of the long axis, and then up 
a separate and private marble staircase sixteen feet wide 
to the mezzanine floor. Patrons for the balcony, imme- 
diately on entering the large foyer, will turn to the left 
and travel by means of a sixteen foot wide, winding mar- 
ble staircase to the tunnel floor. Patrons to the balcony 
will at all times have a vista, through the colonnades, to 
the entire foyer, and likewise will be visible, as they are 
enroute down or up the stairway, to all persons on the 
main floor of the foyer. For those who desire to reach 
the balcony via elevator, two large elevators have been 
designed with a capacity up to thirty-five persons each, 
which will stop only at the main floor and the tunnel 
floor of the balcony. All seats on mezzanine are designed 
to be reserved and sold evenings at $2.00. 

LARGE CROWDS EASILY CONTROLLED 

A thorough digest of this line of travel will show 
clearly that a very important problem — the mastery and 
control of large crowds by the operators, has been sim- 
plified and made possible by dividing each set as soon 
as possible and sending them on their respective and 
separate journeys, each in a definite direction of the 
shortest possible length. 

Within the actual walls of the auditorium at each floor, 
confusion, always prevalent with crowds, has been elim- 
inated by spaciousness at usually troublesome locations. 

To enframe the spectacle of an audience of over six 
thousand has in itself called for creative instincts and 
architectural ideals never before made possible. Every 
architectural form dictated by the practical condition of 
the structure has been made useful to the producer to 
put in force any fanciful idea of stagecraft. 

An innovation in organ building has been designed, 
placing the organ chambers beneath the stage. The 
commonly excessive volume of vibration, now affecting 
patrons of the balcony seats when organ lofts are ele- 
vated on either side of stage opening, has been elimin- 
ated and that space heretofore so allotted has been used 
for the creation of vistas and architectural embellish- 
ments, such as a pair of huge, richly carved, winding 
stairs, starting at the ground floor on either side of the 
proscenium and twisting upward to odd pulpit-like land- 
ings, until they reach the ceiling. 

LIKE A EUROPEAN CATHEDRAL 

The ancient Greek idea of placing the chorus out into 
the audience may be actually put into use, and likewise 
choir processions may be produced as effectively as in 
the largest European cathedral. Taking into account the 
arrangement of a great amount of color lighting, archi- 
tecturally concealed, and studding balconies for spot 
lighting, it becomes evident that the audience is seated 
in a workable stage setting itself. It is the architect's 
conception that architectural forms, rather than paint, 
shall decorate the auditorium, that the crowds and vistas 
shall enhance the spectacle and that the concealed four 
color lighting, with its power to control and change the 
entire color scheme of the house, together with the music 
of the chorus, the concealed choir, the organ, and the or- 
chestra shall form any atmosphere desired in working 
stagecraft on the stage. Polychromatic decorative 
treatments in pigments, as is now so generally used, shall 
not be adopted in the Roxy — instead contracts, already 
awarded, call for the interior to be basically of gold tones 
— high-lighted and burnished to emphasize architectural 
effects. 

The orchestra pit, of a size accommodating one hun- 
dred musicians, may be lowered by electrical control to 
a distance of fifteen feet below stage level, from which 
lower position direct access is available to club rooms, 



lounge room, lockers, smoking room, and library of 
musicians. This platform may be raised to a total height 
of three feet above stage level, if desired. A separate 
elevator, within the orchestra pit, independent of the 
elevator of the orchestra platform, will take care of the 
piano and the lectern, enabling it to be elevated, if de- 
sired, independently. In front of the orchestra pit, and 
as an extension thereof, is located the fourth electric 
elevating platform, upon which are located three organ 
consoles, which again may be operated independently of the 
orchestra platform, and of the lectern platform. 

The stage presents many interesting appointments. 
Its maximum depth at the center line is 55 feet. Ap- 
proximately the rear half of the stage is elevated by 
electric elevator 60 feet wide, 20 feet deep, enabling 75 
people to be located thereon below stage, and raised into 
position at stage level, or above the stage, in terrace 
fashion, and enabling them to be as quickly removed. A 
scenic production of great splendor may also be built 
thereon in almost prolific fashion. 

BECOMES A MIGHTY SPECTACLE 

Drawing into one's imagination the aforementioned 
stagecraft employed in the actual auditorium and add- 
ing the stage possibilities with an elevated orchestra, 
curtain up, and two terraced back stage platforms, and 
with ballet in action, exemplifies the possibilities of this 
theatre from a gigantic, spectacular standpoint. 

Another highly interesting development in the design 
of a large moving picture theatre is the manner of pro- 
jection, designed by the architect in the Roxy Theatre. 
Contrary to precedent, the projection room is located, not 
at the rear wall of the balcony, where the angle of pro- 
jection is sometimes as steep as 45 degrees, but in a 
cut-out formed at the front railing of the balcony, as an 
examination of the entire auditorium, here portrayed, 
will depict. The result of this method of design is 
that instead of a projection of 180 feet from machine to 
screen, as would be the case ordinarily, if the booth 
were located at the rear of the balcony, the projection 
is 90 feet, and the lense of the projection machine is 
only eight feet above the top of the screen. The pro- 
jection room, by the way, is mechanically ventilated and 
cooled, the same as the balance of the auditorium and 
foyer. 

Having rambled into the subject of cooling furnished 
by a 600 ton refrigerating unit, it is interesting to note 
that back stage an individual six story building is being 
built, an institution in itself, where are housed the many 
dressing rooms required for large productions. The com- 
fort of these people who are doing the work front or back 
stage in all of their varied capacities has been considered. 
The ballet rehearsal room, club rooms, try-out rooms, 
in fact every room is individually cooled. There is not 
one room throughout the entire project that is not 
cooled in the summer-time. In this building is located a 
suite of broadcasting rooms of a most improved type. 
Vertical travel in this wing is again accomplished by 
elevator. 

ITALIAN VILLA ON ROOF 

On the roof of the lobby portion of the theatre has been 
designed a two story Italian Villa. On the lower floor 
will be the executive and business offices, while the 
studio of "Roxy" himself, and his many reception and 
assistants' rooms, will grace the top. This portion will 
have a private elevator connecting it with street level. 

May the science and technique of theatre design con- 
tinue to improve so that in the future we may point with 
pride to the many instances wherein we have excelled 
beyond even the Roxy. 



Page 42 



Exhibitors Trade Review 



Peggy Hopkins Joyce makes her screen 
debut under the most auspicious condi- 
tions. The story is an adaptation of 
the St. John novel, directed by Mar- 
shall Neilan, and the cast includes 
Owen Moore, Earl Williams, Gladys 
Hulette, Eddie Dillon, Gladys Brock- 
well and Bull Montana. Associated 
Exhibitors will release the picture. 






December 26, 1925 



Maintenance of the 

Motion Picture Theatre 

By MAX COOPER 

House Manager of Rialto Theatre, New York 



Once a year the film industry pauses 
to take a breath and look back upon 
what has either been a profitable or a 
disastrous year. That time is now, and 
in glancing back over not only this past 
year, but my past eight years on Broad- 
way in executive motion picture thea- 
tre management, I begin to get a clear 
comprehension of the essential requi- 
sites that enter into the physical opera- 
tion of a motion picture theatre. 

ELECTRICAL EQUIPMENT 

There are, perhaps, no two theatres 
in the country which find it reasonable 
or practical to run their theatres in the 
same manner. Nevertheless, in mulling 
over the things I have learned on 
Broadway, and registering in my 
mind's eye the host of essentials that 
I personally would embody into a mo- 
tion picture theatre, at some distant 
time when I am a theatre owner my- 
self, I would particularly emphasize a 
guiding principle taught by experience 
that is, always purchase materials of 
the best kind for the operation of your 
theatre. Good materials eliminate 
worry. 

Any attempt to be small in the ex- 
penditures of theatre supplies, ulti- 
mately reflects itself in the criticism 
or odious comparisons that very nat- 
urally follow. 

Let me for a moment speak of the 
electrical equipment in front of the 
theatre. It occurs to me that the ac- 
tual installation of marquee flashers is 
just the beginning of the proverbial 
difficulties that one meets with. There 
follows the necessity to keep after the 
organization that has installed the 
equipment. The further necessity to 
have the house electricians dipping 
lamps at reasonable intervals to break 
the monotony of the color effects. It 
is reasonable to suppose that the mo- 
mentary effect of a lighting equipment 
in front of a theatre is unimportant 
as far as its effect on the box office, 
but it is assuredly worth a large part 
of attention in the routine of theatre 
management. 

I could discourse endlessly on the 
importance of a presentable box office. 
It is the patrons first contact with the 
theatre, and its impression, if only mo- 
mentary, remains with the patron. A 
box office can be made to appear like 
a paying teller's window in a bank. 
After all, the actual purchase of an 
admission ticket, though necessary to 
the theatre, should be gotten over with 



as much finesse as possible. There can 
be a certain quiet dignity about the ex- 
change of money and ticket that only 
the atmosphere of the box office — and 
the person in it — can give. The use 
of glaring lights in a box office, in it- 
self a provincial custom, is not only 
deliberately inviting to the passerby, 
but obnoxious in its taste. A box of- 
fice is more or less taken for granted 
and to make it unnecessarily conspicu- 
ous is, if anything, indiscreet. 

Concerning lobby frames and dis- 
plays, it is advantageous to work 
directly with the publicity department. 
It is preferable to standardize the 
frame sizes for the possible use of en- 
larged photographs. The painting of 
the lobby and the frames I have found 
it best to keep alike, with re-paintings 
on an average of every three months. 
Here again I suggest conservativeness 
in lighting. 

CARPETS 

Carpets and the care of them are a 
problem in itself. A Felt-Ozite lining 
is probably the most lasting and gives 
one that comfortable footing so desir- 
able. It is hardly necessary to stress 
the importance here of a carpet that 
will stand the wear of continual usage. 
The purchasing of a beautiful carpet 
doesn't end there. There follows daily 
cleanings that can leave a carpet thread- 
bare in six months. Consider an av- 
erage of fifty thousand persons a week 
milling around on a carpet, especially 
near the head of the aisles, the imme- 
diate entrance of the theatre and the 
stairways. Add to that the air pressure 
of carpet cleaning and one is faced 
with a situation that means careful 
forethought. Outward appearances, 
though important, should not entirely 
govern the purchase of carpets. 

Summer slip covers for the seats re- 
quire two sets for the season. At 
least three or four changes during the 
summer season are necessary, and hav- 
ing two sets makes it so much more 
possible to have the house appear not 
only presentable but clean and whole- 
some. In speaking of lights for chan- 
deliers my own experience has taught 
me that use of sprayed lamps inside 
the theatre are always preferable. 
There isn't anything I can think of in 
a theatre more annoying than the use 
of plain lamps that detract the atten- 
tion of the patron from the screen. 
Sprayed lamps serve the double purpose 




Max Cooper, House Manager of the Rialto 
Theatre, N. Y. 



of giving sufficient light and creating 
a pleasant atmosphere. The season of 
the year should govern the different 
color lamps to be used. 

THE PERSONAL TOUCH 

There is much that could be said of 
the importance attached to having the 
ladies' retiring room and the men's 
smoking room both serviceable and 
pleasant rooms to be in. Aside from 
the fact that the rooms are not in con- 
stant use, it still remains that the few 
moments spent there can be made 
agreeable. And there are occasions 
when patrons wish to smoke before 
or after the performance that a certain 
length of time is spent in these rooms 
and the atmosphere must be made in- 
viting. 

There is a certain standardization 
about the equipment of an emergency 
room that needs no repetition. It is, 
of course, advisable, aside from the 
actual medical equipment and fixtures 
necessary, to keep the room as much in 
the atmosphere of a rest room and not 
stress the point of its being used for 
serious emergencies. A soft straw 
light takes away that harsh feeling of 
a hospital room with all the white 
painting, basins and enameled tables. 

The check room is a service room 
for the convenience of the patrons. 
However, the less conspicuous it is the 
better. An attendant may or may not 
be in continual service though it is pref- 
erable especially where the patron can 
see the room and expects someone to 
be there. A telephone room with 
'phone booths is a convenience that 
should not be neglected. The booths 
should be painted to coincide with the 
rest of the theatre painting. The at- 



Page 44 



Exhibitors Trade Review 



tendant in the check room can serve 
the purpose of a change booth to those 
patrons requiring it. 

The frequent inspection of seats 
both in the orchestra and balcony is 
advised. It prevents the possible com- 
plaints of torn coats or dresses, aside 
from the possible injuries caused by 
broken seats. An inspection by the 
company that installed the seats is 
preferable. They have a better 
mechanical understanding of the struc- 
tural devices of the seats. 

In those theatres where it is possible 
the services of a staff painter and car- 
penter is assuredly advantageous. 
Their daily presence coincident with 
the daily necessities of a theatre is 
infinitely valuable. Having them on 
the theatre payroll gives you the priv- 
ilege of experimenting with paintings 
and needless to say a carpenter's ser- 
vices are endless. The moderate cost 
of a daily change of flowers makes 
that expenditure worth while. It is 
attractive and pleasing. 



STAFF OF USHERS 

The uniformed staff, their conduct 
and their appearance is a matter that 
would justify an article of itself. I 
should like to say a word concerning 
their uniforms. The usher is at the 

service of the patron and his appear- 
ance should have just one impression : 
That of making the patron feel at ease 
immediately upon his entrance to the 
theatre. To have an elaborate uni- 
form — gold braid included — w o u 1 d 
give him the appearance of a flunky and 
attract attention to him that his po- 
sition does not warrant. The more 
conservative the uniform the easier it 
is for the patron to appreciate the fact 
that his duty is perfunctory and not 
an annoyance. It is a matter of opin- 
ion as to how often the uniforms of 
a staff of ushers should be changed. It 
is natural to assume that a yearly 
change of uniforms is desirable but 
the expense of such procedure is pro- 
hibitive. Nevertheless the weekly care 



of uniforms has much to do with the 
absolute necessity of making these 
changes. A weekly pressing and 
monthly cleaning is sufficient to have 
the uniforms presentable. 

For the equipment and supplies nec- 
essary for the projection booth co- 
operation with the supervisor of pro- 
jection is essential. His ability and ex- 
perience in the matter is certainly to 
be considered. In fact for all those 
departments where there is a technical 
experience necessary for the intelligent 
purchase of material a mutual under- 
standing with the heads of these de- 
partments always results in better effi- 
ciency and a minimizing of expendi- 
tures. 

In all the foregoing, I have endeav- 
ored to give glossary comments on 
some of my personal impressions and 
conclusions. Different cities, theatre 
elements, maintenance appropriations, 
all of these things are what really gov- 
ern the individual treatment of thea- 
tre maintenance and management. 



An Unusual Problem 

Maintenance of the Eastman Theatre Requires 
Added Attention to Music Conservatory 



Plant maintenance of any modern, 
large theatre is a highly specialized 
business. At the Eastman Theatre in 
Rochester, N. Y., this work is being 
very efficiently carried out under the 
methods and organization developed by 
the General Superintendent, Mr. Clar- 
ence A. Livingston. Mr. Livingston 
is a registered architect, a member of 
the American Institute of Architects 
and was chief of construction during 
the building of the Eastman Theatre. 

The Eastman is not comparable with 
any other institution in the world, 
through its being a part of the Eastman 
School of Music, one of the most com- 
plete conservatories of music in exis- 
tence. 

In Mr. Livingston's office are cen- 
tralized all activities concerned with the 
heating, ventilating and maintenance of 
all electrical and mechanical equipment, 
and all new construction, carried out 
for the Music School and Theatre. 
This maintenance includes the care of 
one hundred and fifteen water closets, 
one hundred and twenty-eight lava- 
tories, thirty-eight slop sinks, twenty- 
two drinking fountains, twenty-two 
showers, which is indicative of the 



ORGANIZATION CHART OF 
MAINTENANCE DE.PT 



UNIVERSITY OT ROCHESTER 

TREASURER 



GENERAL SUPERINTENDENT 



REGENT THEATRE 



Pl«AWLLY THEATRE 



| Painter"] 



■I CHIEF EN6INEER !■ 



|3EN6INEERS 
| 3 FIRE/^EN I 



E 



ELECTRICIANSf 



RELIEF MAN 



RtttlVlNG CLERK 



SCHOOL JANITOR 



1 4 janitor's""] \4 charvwhaI 

|NI6HT FOWEMAwl { ELEVATOR mAH [ 

\e CLEANERS | 1 j NIGHT WATCH j 



plumbing equipment; the huge electric 
chandelier in the Theatre weighing two 
and one-half tons and containing five 
hundred eighty-six lamps which is pe- 
riodically lowered to the Auditorium 
floor by hand operated winch for clean- 
ing and replacement ; one hundred and 
twelve electric motors and generators 
with a total of five hundred and eighty 
Horse Power; five manually operated 
elevators and four push button auto- 
matic electric elevators; three hundred 



twenty-seven thermostats controlling 
direct radiation ; thirteen separate ven- 
tilating fan and air washer installa- 
tions, one hundred eighty-two auto- 
matic telephones and automatic switch- 
board, one hundred twenty-five electric 
clocks operating from single master, 
thirty-seven electric panel boxes, seven 
large electric switchboards and nine 
organ blower systems. The main- 
tenance staff comprises sixteen persons 
including the boiler room force. 

Through the connection of the Thea- 
tre with the Music School, the main- 
tenance cost is practically reduced by 
one-half, as the maintenance depart- 
ment serves both institutions equally, 
and in addition, maintains the Regent 
Theatre, an eighteen-hundred seat 
house and the Piccadilly Theatre with 
twenty-two hundred seats, the other 
two leading picture houses in Roches- 
ter, owned by the University of Roches- 
ter of which the Eastman Theatre and 
Eastman School of Music are a part. 

The organization of the Maintenance 
Department is shown on the chart. 
Mr. Livingston is in direct personal 
contact with all matters affecting the 

(Continued on page 46) 



December 26, 1925 



Page 45 





The talented 
Renee Adoree in 
a charming pose 
as a gypsy lass in 
'The Exquisite 
Sinner," a Metro- 
Goldwyn - Mayer 
picture in which 
she plays oppo- 
site Conrad Nagel. 
"The Exquisite 
Sinner was 
adapted from Al- 
den Brook's nov- 
el, "Escape," by 
Josef von Stern- 
berg, the director. 
Paulette Duval 
and Mathew Betz 
have parts in this 
picture. 




Page 46 

An Unusual Problem 

(Continued from page 44) 

pnysical condition of the properties and 
he is directly responsible to the Uni- 
versity of Rochester. His principle 
assistant is the Chief Engineer, Mr. 
H. K. Mowson, in charge of all heating 
and ventilating and maintenance of 
same including electrical equipment. 
The engineering staff comprises three 
engineers, three firemen, one relief man 
and one maintenance man, working in 
three shifts and maintaining twenty- 
four hour service, covering operation of 
heating plant, ventilation, maintenance 
of all plumbing fixtures and elevators; 
three electricians, two of whom are on 
duty from seven A. M. to Three P. M. 
daily and one from three P. M. to 
eleven P. M. making routine inspec- 
tion of all electrical equipment, main- 
tenance of same and any new wiring 
installations or alterations; two car- 
penters maintain all door hardware, 
operate shop with power saw, 
make repairs to furniture and build 
all cabinets required and other car- 
penter work; one painter handles 
up-keep of all painted work, extra ad- 
ditional painters being employed sea- 
sonally when painting is especially 
heavy such as re-decorating in Music 
School during vacations or when special 
wo 'k has to be done in a limited time, 
A freight receiving station is main- 
tained in the Boiler Room for the de- 
livery of all express and freight, with a 
receiving clerk on duty from nine to 
six. 

The cleaning of the Theatre is done 
under the direction of the Theatre man- 
agement, and is not a function of the 
maintenance department, although all 
janitor service of the Music School is 
under supervision of the Chief En- 
gineer. As an auxiliary to the carpen- 
ter shop, a well equipped machine shop 
is operated in the boiler room and much 
special machine work for the Theatre 
stage and mechanical equipment for the 
productions in the Theatre is also 
turned out. 

The General Superintendent acts as 
purchasing agent for the Theatre and 
the Music School. Memorandum 
requisitions are sent in to his office and 
he issues purchase orders in quadru- 
plicate. Original copy of order going to 
vendor, a yellow copy is sent to de- 
partment for whom order is issued as 
confirmation, and for checking when 
goods are received, this yellow copy 
being then returned to the office of the 
General Superintendent for use in 
checking and approving invoice. A 
pink copy goes to the receiving clerk 
as notice of expected delivery and for 
his information regarding consignment. 
A fourth copy, blue in color, is made 
for the file in the Genera' Superinten- 
dent's office 



All painted walls are coated with a 
washable flat paint which can be 
cleaned with Climax cleaner, a soft, 
dough-like preparation. 

In addition to the maintenance of 
these buildings, the General Superin- 
tendent personally directs all building 
construction. The Theatre installed a 
year ago a combined stage and orches- 
tra pit elevator consisting of two plat- 
forms, each twelve feet by sixty feet, 
the width of the stage, operated by 
three inch jack screws and motor driven 
worm gear, conceived and designed by 
Mr. Livingston and installed under his 
direction without any interference with 
the performances in the Theatre. A 
hundred and twenty-three room dorm- 
itory for women students of the Music 



There was a time when the traffic 
problem was indigenous to the large 
cities. In fact there are people living 
today who can remember the era of 
hitching posts on Main Street, the day 
when folks "hitched up and drove to 
town" on Saturday night. 

Anyone who has spent Saturday 
night, or any other night, in any rea- 
sonably prosperous small city or 
town during the last couple of years 
knows that times have changed in 
this respect. In fact, no better 
testimony can be had than that of 
the manufacturers of the "Stop and 
Go" signs that make life complex 
for the average motorist. They 
will tell you that a very substan- 
tial part of their aggregate business, 
today, is coming from the small towns, 
where traffic congestion is becoming as 
much of a problem, in its way, as in 
the big cities. 

The average theatre, whatever its lo- 
cation, has a sizable number of regular 
patrons who come in their cars. If the 
house is located in a town that serves 
an agricultural area the number is apt 
to be fairly large, with a tendency to 
increase steadily, since the farmer is 
the best buyer of automobiles today. 
But even in the case of the neighbor- 
hood house located in a big city, the 
automobile business is an important 
item. 

li iamily business happens to be the 
backbone of your revenue, this auto- 
mobile parking question is going to be 
more and more important as your com- 
munity increases in size and density , of 
population. If you haven't given it 
consideration, it will pay you to make 
a definite count, night by night for a 
period of two weeks, of the number 



Exhibitors Trade Review 

School has just been completed at a 
cost of $450,000.00 and contracts have 
just been awarded for a new eighty- 
five room addition to this building. 

On account of numerous requests to 
conduct parties through the Eastman 
Theatre group, the novel method has 
been devised of combining such parties 
into theatre parties. Lantern slides 
have been made of all interesting por- 
tions of the buildings and equipment, 
much of which can not ordinarily be 
seen by visitors. These are shown in 
Kilbourn Hall, which has a complete 
projection equipment, accompanied by 
a descriptive talk illustrating the slides, 
after which the party is conducted to 
reserved seats in the Theatre to attend 
a complete performance. 



of cars delivering people to your 
theatre. 

It isn't necessary to call attention to 
the fact that when people find it diffi- 
cult or impossible to find parking place 
for a car within a reasonable distance 
of your box office and when transpor- 
tation by automobile is their principal 
reliance in getting to the theatre, your 
business is going to suffer. 

It isn't possible, of course, to offer 
any general solution of the parking 
problem. Everything depends on local 
conditions. Some alert theatre man- 
agers have made deals with conven- 
iently located garages, whereby patrons 
are given a special rate for the show 
period. Others are leasing vacant 
property and providing space off the 
streets where cars may be left with- 
out charge, no effort being made to 
provide watch service. Still others are 
acquiring parking space under lease or 
by purchase, putting watchmen in 
charge and giving their customers 
checking facilities at rates running 
from 10 to 25 cents, depending on 
what may be found necessary to cover 
the expense. 

One of the most important angles of 
this question develops, naturally, in 
connection with selection of a theatre 
site. If you are planning a theatre to 
go into a congested district, it will pay 
you to take into consideration the ques- 
tion whether lack of facilities for hand- 
ling automobile business will seriously 
hurt. The answer depends entirely on 
the locality and the class of trade you 
anticipate. 

But in any case, it is one of those 
questions that ought to have consid- 
eration before you proceed on your 
plans. 



Where Do Your Patrons 
Park Their Cars? 



December 26, 1925 



Page 47 





Unusual, to say the least, is this 
interior of the "Savoia" Theatre, 
Florence, Italy. It is one of the 
few pretentious playhouses there. 



"Savoia" Theatre, Florence 

The Outstanding Playhouse 
of the Italian Provinces 



THE Florence consular district comprises ten of the 
Italian provinces in the central northern part of the 
Kingdom. It has an area of 11,581 square miles and 
a population of about four million, the greater part being of 
the peasant- farmer class. 

In most of the small villages and towns there are halls 
where on Saturday evenings and on Sunday afternoons and 
evenings moving pictures are displayed. In the larger 
towns there will be one or two small cinema theatres of the 
converted store type giving nightly performances and in the 
capital cities of each province the converted stores and halls 
assume a more pretentious aspect, having folding seats, 
single balconies, small orchestras and some attempt at 
decoration. 

Prices of admission (which always include the Govern- 
ment pleasure tax) vary in accordance with the importance 
of the theatre, the film shown and the arrangement of the 
seats. The minimum price is rarely less than 1 lira (about 
"five cents). Children and soldiers obtain half price but 
standard prices are in two categories, i. e., cheaper seats 
nearest the screen and more expensive ones in the rear of 
the hall or in the balcony if such exists. 

As a rule, films are 'displayed for one week, the pre- 
"formances being continuous. In the smaller villages and 
towns but one film is shown but in the more pretentious 
theatres a dramatic film is followed by a comedy. News 
films and travelogues are not displayed nor are films of a 
distinctly educational character appreciated, for the rural 
and semi-rural Italian public enjoys "emotions" and thrills 



where the love element is emphasized and jealousy plays a 
leading part. Subtle effects make no appeal for the public 
comes to be amused and entertained, being desirous of 
reflected action and color and not reflective thought. 

OBVIOUSLY the films shown in the smaller provincial 
villages and towns are those which have served their 
day in the larger cities. They are mostly of Italian origin 
although second hand American films form a close second. 

The better class cinema theatres because of a more criti- 
cal clientele, higher admission charges and daily perform- 
ances, are able to offer recent productions and it is interest- 
ing to note how American films are rapidly growing in 
public favor. German films are also making their appear- 
ance and obtain public interest and approval because the 
subjects are generally of a historic nature which permits 
mass movements of a spectacular character. 

In the ten provinces of this district there are probably 
between 800 and 900 moving picture houses but only a 
rough estimate can be given as there are no statistics avail- 
able. Of this number, not more than twenty can claim 
the rank of motion picture theatre and of the twenty, only 
one stands out as worthy of special recognition and detailed 
description in this report as the remainder present no fea- 
tures distinguishing them from the smaller houses except 
in the matter of seating capacity and minor attempts at 
decoration. 

The single exception in the way of a motion picture the- 
atre is the "Savoia" located in Florence. In artistic detail. 



Page 48 



Exhibitors Trade Review 




It is, however, to be admitted that when the Italian architect is 
allowed to let his fancy take material form, unusual beauty in 
design is the result; for example, this promenade of the Savoia. 

is an example. 

in form of construction and comparative cost, it is probably 
not excelled by any photoplay theatre in Europe. This the- 
atre features American films of the highest standard as for 
example 'Robin Hood' (Douglas Fairbanks) which is the 
current attraction for this week. Such films as 'America' 
and the 'Thief of Bagdad' are scheduled during the coming 
winter season. 

The Savoia Theatre is owned by the Societa Anonima 
Sindicati Imprese Toscane, a stock company with head- 
quarters in Florence and having a paid up capital of three 
million lire. This company also owns the Corso Cine The- 
atre in Rome. 

The theatre was inaugurated in December 1922 in what 
was formerly the Strozzino Palace, a building centuries old. 
It is situated in the heart of Florence, adjacent to the 
principal square of the city and surrounded by other ven- 
erable palaces with their characteristic medieval lines of 
architecture. 

The building in which the theatre is located (using the 
ancient walls of the Strozzino Palace), cost eight million 
lire of which five million was expended on the theatre 



proper and the Bal Tabarin (Ball room below ground ana 
up to the present unused). It has a seating capacity oL 
1400 but can hold 2500. At present there is an orchestra 
of 18 musicians but there is no organ such as is found in 
American photoplay theatres. 

FOR projection, the German 'Ernemann' machine is used 
as this projector is considered in Italy the best machine 
of its kind. The projecting room is situated underneath 
and within the balcony and in this room are contained the 
electric controls to all parts of the theatre. The large dome 
of art glass (green, blue and gold being the color scheme), 
covering the body of the theatre, which divides and draws 
apart between each reel of film to permit thorough ventila- 
tion, is also electrically controlled from the projecting room. 

As described in the translation of the accompanying 
pamphlet, the dome of the theatre rises in the inner court 
of the building proper, two floors of business offices form- 
ing a quadrangle above and surrounding the dome. The 
inner walls of this quadrangle are covered with a wooden 
lattice upon which rose vines have been trained, so that be- 
tween the reels of film when the dome is opened a picture 
of blue sky, green leaves and roses greets the eye and 
forms a soft and restful picture. 

Aside from this system of periodic ventilation, a constant 
circulation of air is maintained by a large ventilating fan 
and an aspirating fan in the basement, capable of moving 
20,000 cubic meters of air per hour. Heating is supplied 
by three furnace units and the heated air passed into the 
ventilating plant above mentioned, for distribution. 

No expense has been spared to make this theatre unique 
in its class and mention should be made of the exquisite 
carving of the supporting posts of the balustrades; the in- 
serted bas-reliefs in the ceilings ; the hand carved black 
walnut furniture in the medieval style; the bronze statues 
(originals) ; the five-foot colored marble wainscoting in 
the foyer, stairs and upper corridors ; the two main stair- 
ways of white marble; the silk stage curtain which alone 
cost 30,000 lire and was specially designed ; and many other 
items worthy of study. 

The intrinsic richness and art in decoration, the graceful 
lines of proportion and mode of distribution from the archi- 
tectural standpoint, make this photoplay theatre without 
parallel in Italy and probably second to none in Europe. 




DEAD for twelve years, a South # _ 

Side Theatre in Kansas City is /V f^ll "pi Of] 

to be brought to life again, res- U**-*- 
urrected in an elaborate fashion it 

never before knew and again will house a gay throng it 
formerly was host to. 

More than twelve years ago at Thirty-first and Main 
streets, a theatre, the auditorium of which formed the cen- 



ter of a group of store buildings 
TL f"|V^ an d shops, was abandoned and its 
* IlCdUC lobby was made over into a store 

room. The auditorium has stood in 
silent darkness since that time. The property has been pur- 
chased by the E. O. Koch Leasehold and Investment Com- 
pany of Kansas City and plans for remodeling the theatre 
are in charge of Charles A. Smith, Kansas City architect. 



December 26, 1925 



Page 49> 



What Should Your 

Theatre Cost to Build? 

Below are the costs of a 1,000 seat house, 
Built without frills or fancies but right 



EVERYONE who has had experi- 
ence with building operations of 
any sort knows that there is 
usually a wide discrepancy between the 
most carefully prepared estimates and 
the actual figures compiled after the 
job is completed. 

In this theatre field this discrepancy 
seems to run higher, on the average, 
than with most other comparable types 
of buildings — libraries, hospitals and 
institutional types generally. One rea- 
son, doubtless, being that the equipment 
factor is so highly variable, and an- 
other that many theatres are built each 
year under the design and supervision 
of architects who are not specialists 
in this class of work and who, though 
perfectly competent, lack such compre- 
hensive experience as is necessary to 
arrive at minutely accurate estimates 
of cost. 

It is fairly common practice, of 
course,' to make an estimate and then 
to add some arbitrary percentage for 
extras. In the absence of any definite 
idea, based on experience, as to what 
that percentage ought to be, such meth- 
ods are decidedly unsatisfactory, be- 
cause the owner is apt to find, after 
having based all his plans on what was 
supposed to be a maximum figure, that 
completion of the project calls for con- 
siderably more money than he has ar- 
ranged to invest. Such a situation, af- 
ter all financing arrangements have 
been completed, is likely to be embar- 
rassing, to put it mildly, and often can 
be met only by skimping on equipment, 
with the result that the house and its 
fittings are altogether out of harmony. 

In presenting a tabulation of actual 
cost figures on a theatre of 1,000 seats 
located in an eastern city, Exhibitors 
Trade Review offers a basis for com- 
parison and analysis which should be 
very helpful to owners and architects 
interested in arriving at the most ac- 
curate possible cost estimates, covering 
both building and equipment. 

For obvious reasons the name and 
location of the theatre on which these 
figures are based must be withheld. A 
brief description is necessary, however, 
to clarify the purpose of the tabulation. 

The building, first of all, is devoted 
solely to theatre purposes. The ground 
area did not permit of stores on the 
street floor and it was not deemed ad- 



visable to go above the height required 
for the theatre itself. The house was 
designed to provide maximum capacity 
for the investment, with sufficient al- 
lowance for artistic decorations and the 
best of equipment, but no "frills." The 
construction itself is of the most sub- 
stantial and permanent type, planned to 
minimize upkeep expense and to reduce 
the fire hazard, as nearly as possible to 
zero. 

The figures that follow are based on 
absolutely accurate accounting and, 
with necessary allowance for changes 
in material costs and labor scale, the 
job could be duplicated for the same 
money. 

The general building account for this 
house shows as follows : 

BUILDING ACCOUNT 

Architect $5,380.00 

Contractor 70,825.00 

Electric current during construction 65.00 

Engineers 400.00 

Fuel during construction : . 550.00 

Hardware 640.00 

Heating apparatus 2,180.00 

Incidentals 285.00 

Insurance 345.00 

Lighting fixtures 1,845.00 

Owner's expenses 605.00 

Painting 4,780.00 

$87,900.00 

This total, $87,900, represents abso- 
lutely everything that was spent on the 
building itself, up to the time when it 
was completed and turned over to the 
owner. The analysis that follows, show- 
ing how the General Contract account 
subdivides, provides even, more valu- 
able information, showing the relative 
importance of the various sub-contract 
items : 

Carpentry $4,965.00 

Concrete floor ^ • 

Concrete floor (reinforced) ha'aa 

Concrete foundations 4 ,300.00 

Cornices and friezes ^00.00 

Electric 5,965.00 

Excavating and grading 1,5 ?2™ 

Incidentals 61000 

Masonry V^.OO 

Mill Work S 'c°^-nn 

Oil tank excavation 595.UU 

Ornamental iron ,1.800.00 

Plastering 10,740.00 

Plumbing and heating /,« U.UU 

Roofing and sheet metal 3 ' 54 0-°0 

Steel 8,115.00 

Temporary heating connections . . . 255.0U 

Temporary sheds, etc ??0.00 

Tile 440.00 

$70,825.00 



An equally accurate record is avail- 
able of the cost of all equipment: 
installed : 

FURNITURE, FIXTURE AND 
EQUIPMENT ACCOUNT 

Automobile $700.00 

Display and lobby frames 990.00' 

Electric bulbs 215.00 

Flood lights 155.00 

Furniture 1,060.00 

General equipment 1,520.00- 

House telephones 185.00 

Operating booth 3,405.00 

Organ 5,455.00 

Seats : 5,140.00 

Sign (electric) 785.00 

Stage and scenery 1,690.00 

Ticket machine 190.00 

Ventilating fans 1,505.00 

$22,995 00 

In these equipment costs, obviously, 
there are numerous factors that would 
permit of wide variation. In such 
items as seating, the organ, furniture, 
stage equipment, etc., the expenditure 
for a typical house of this size might 
be considerably larger or somewhat 
less, depending on the owner's ideas as 
to his probable needs. These, however,, 
are cost elements that can be deter- 
mined definitely in advance and the 
figures quoted show what can be done,, 
by careful selection and buying, in the 
light of the fact that the house in 
question has proven eminently satis- 
factory in actual operation. 

It may be well to add that this thea- 
tre was designed in all respects to pro- 
vide for the essentials of the business. 
No effort to cheapen the job was- 
tolerated, but no money was wasted on 
anything that, in the opinion of the 
owner, would not yield a return in. 
some form, either permanence and low 
maintenance cost, or general satisfac- 
tion to the customers of the house. This 
latter point was taken rather seriously, 
also, since the theatre dealing with 
neighborhood trade, must depend on 
serving substantially the same people 
month after month, and has its full 
share of competition. 

Exhibitors Trade Review will wel- 
come analyses of these figures by own- 
ers or architects who have had recent 
experience with theatre construction or 
who have compiled similar cost sta- 
tistics. 



Page 50 



Exhibitors Trade Review 




66 



Just Suppose" 



Inspiration Pictures puts Richard Barthelmess and Lois 
Moran into one picture for First National Release 



December 26, 1925 



Page 51 



Protect Your Patrons 



Against Accident 



Almost any casualty insurance com- 
pany will write a public liability policy 
protecting the theatre owner against fi- 
nancial liability for accident to his cus- 
. tomers while they are on his premises. 
But there is no insurance against the 
annoyance and ill will developed by 
petty accidents which are the result of 
his failure to provide all reasonable pre- 
cautions for the safety of patrons. 

It is surprising that motion picture 
theatres do not have a much larger 
number of accidents than seems to be 
their experience, in view of the condi- 
tions which prevail in most of them. 
Take, for example, the very common 
combination of stairs in aisleways with 
lack of aisle lights — a condition found 
in a large number of houses, and view 
it in the light of accident insurance sta- 
tistics, which show that a very large 
percentage of the serious accidents 
coming to these companies is the result 
of falls. People tumble on the streets, 
in their homes where they are accus- 
tomed to every step, in all sorts of 
places. Is it not to be expected, then, 
that customers endeavoring to negotiate 
strange unlighted aisles and stairs In 
theatres are likely to meet with a large 
number of accidents? 

The average person, with average 
eyesight, coming from daylight into the 
subdued light, or almost darkness of 
the theatre is virtually blind for a few 
minutes. It takes time for the eye to 
accommodate itself to such a change 
and to begin to function again. That 
interval of adjustment presents the best 
sort of opportunity for a misstep that 
may bring almost any sort of personal 
injury, depending in large measure on 
the age and agility of the individual. 

Emergency Exits 

Proper lighting of aisles and stair- 
ways is the most essential item in pro- 
tection against such accidents. Aisle 
lights, of course, should be so installed 
that they throw all their illumination 
downward, no glare into the eyes. Also 
where there are steps in an aisle, care 
should be taken to see that the lights il- 
luminate the entire surface of the stair 
treads, back to the risers. Vague light- 
ing of a stairway, however few the 
steps, is almost as bad as no lighting 
at all, because it is apt to cause people 
to misjudge distances and to miscalcu- 
late their own steps. 

Flashlights in the hands of ushers 
are an important contribution to the 
convenience of customers, but in most 
houses do not afford adequate safe- 
guard against accidents when aisle 
lights are lacking. In most theatres, al- 



so, they are badly used, which is en- 
tirely due to lack of proper instruc- 
tions to the ushers. Flash-lights should 
be so handled, always, that their beams 
are not projected toward any part of 
the audience, and this means that they 
must always be pointed downward, 
where the light is needed. Even when 
so used they are not a satisfactory sub- 
stitute for aisle lighting, because in any 
house, large or small, there will always 
be people who prefer to blunder ahead 
and find seats for themselves rather 
than to wait for an usher with a light. 
And it is just such people who are 
ready to blame the management for ac- 
cidents of their own making. 



Legal Obligations 

Aside from the purely moral obliga- 
tions that you have to provide for 
your patronage the maximum of 
safety while in your house, you also 
have a legal obligation in which mat- 
ters of conscience do not enter into 
consideration. But even if the 
patron does not care to take advan- 
tage of the law in bringing you to 
terms for each petty accident that 
may occur because of badly lighted 
stairways and such — you are prob- 
ably paying greater damages in the 
loss of good-will. 



Exit Lights 

Proper lighting of exits is another 
point on which some houses are open 
to criticism. In communities where the 
fire supervision is reasonably thorough, 
this practice is taken care of. But it is 
not at all unusual to find fairly well 
equipped theatres in our smaller cities 
which do not pay much attention to the 
marking of exits. In the very small 
house, of course, the customers gener- 
ally know their way out and need no 
such guidance. But in any theatre 
which has one or more doors leading 
out of its auditorium and which are 
not quick exits, the marking of all exits 
with red lights is very important. Exit 
lights, moreover, should pever be en- 
tirely dependent on same source of 
current as the general house illumina- 
tion, since one of their most important 
functions is to guide the audience out 
when the lights have failed. In many 
cities the code requires that exit lights 
shall be oil-burners or shall be equipped 
with automatic auxiliary storage bat- 
tery current supply which comes into 



play immediately on failure of the 
house current. Either plan is satisfac- 
tory, but it should be apparent to every 
manager that the one time when exit 
lights are most essential is the occasion 
when the current supply has failed and 
the house is plunged in total darkness, 
with resulting danger of panic as wall 
as minor accidents. 

Another point which is frequently 
overlooked is the equipping of doors to 
emergency exits so that they can be 
opened with little effort. All such 
doors should be fitted with locks that 
require no skill to manipulate and 
should be opened frequently to make 
sure that they do not stick. In the 
Iroquois Theatre fire which occurred 
in Chicago many years ago and cost 
more than 600 lives, it developed that 
many of the exit doors could be opened 
only from the outside. And in many 
other theatre fires it has been demon- 
strated that the average person is baf- 
fled by any sort of trick lock. People 
who are seeking escape from a burning 
building or who have been thrown into 
panic by the failure of all lights are an 
unreasoning lot, usually altogether in- 
capable of using their heads. The im- 
portant thing, therefore, is to make it 
easy for them to get out, with the abso- 
lute minimum of effort. 

Still another safety precaution too 
frequently overlooked is avoidance of 
any floor obstruction over which people 
can trip. Worn, torn and loose carpet- 
ing is one of the most prolific causes 
of accidents of this character. Like- 
wise door mats with bad edges, loose 
linoleum, etc. The legal responsibility 
of the theatre for damages growing out 
of accidents traceable to these causes 
is generally so certain that constant 
watchfulness is important. When a 
few carpet-tacks will ward off serious 
trouble, it doesn't pay to take chances, 
particularly when the job must be done 
sooner or later anyway. 

Defective Seats 

It hardly seems appropriate to call 
attention to the dangers of broken 
glass, damaged hardware displaying 
sharp or rough edges, defective seats, 
etc. Yet accidents due to such causes 
as these are fairly common in theatres 
and many Exhibitors have paid liber- 
ally for damage to women's gowns 
which might have been avoided by 
prompt repairing of seemingly inconse- 
quential defects in equipment. 

It is well to remember that in exer- 
cising the most constant watchfulness 
on these and scores of other minor mat- 
(Continued on page 52) 



Page 



Exhibitors Trade Review 



Whose Business 

Are You Boosting? 

Screen Bulletins Will Build You An Institution 



Is your theatre a facility for a few 
manufacturers and sellers of pictures, 
whereby they reach the public with 
their product? Or is it an institution 
that serves the community with well se- 
lected and planned entertainment, 
standing on its own reputation? 

There's nothing new in these ques- 
tions. It's an old, old issue. And, as 
usually is the case, the easy answer is 
the wrong one. 

It is always easier to let the other 
fellow do your work for you. Use the 
advertising he supplies, use his posters, 
use his exploitation stunts, use any- 
thing that comes to you ready-made, 
because to create something original in 
the interest of your own business would 
be work. But assuming that you are 
not that sort of Exhibitor— there are a 
good many of them, you know— have 
you ever seriously asked yourself the 
question, "Whose business am I boost- 
ing fifty-two weeks in the year, my 
own or the other fellow's?" Have you 
asked this question and insisted on 
having an honest answer from your- 
self? , 

Give brands of pictures, names ot 
stars and feature players, widely 
known stories and all the other items of 
conventional ballyhoo all the weight 
they deserve, play them up as much as 
you choose, and what do they accom- 
plish by way of building community 
prestige for your theatre? 

"Perhaps," you will say, "the fact 
that I am steadily advertising big pic- 
tures with big stars is enough to show 
people that my house is serving them 
well, doing everything it can for them." 

All right. Let's take that statement 
and see how it works out. You blow 
yourself to the limit to advertise Syn- 
copated Pictures, with all the stars in 
the heavens, (heavens, not heaven, by 
the way) and you do a knockout bus- 
iness. You make a lot of money. And 
then, some fine day, a scout for Synco- 
pated Pictures Corporation discovers 
that you are getting a lot of kale for 
yourself on the strength of his com- 
pany's duly trade-marked product. 
What happens? Maybe you get an in- 
vitation to sell out to Syncopated for 
about half what you think would be 
a fair price. And, refusing, you find 
the steam shovel at work around the 
corner, getting ready for a Syncopated 
theatre. When it opens it has all the 



The "other fellows" ads and 
accessories will sell the "other 
fellows" product. Who "sells'' 
your theatre? 

Syncopated Features you have been 
bragging about so long. And where, if 
you please, are you? 

Now let's imagine that you have been 
playing Syncopated features all along. 
But you have been advertising and ex- 
ploiting them largely as the best enter- 
tainment, always found, naturally, at 
Brown's Theatre. Suppose Syncopated 
does try to put you out of business. 
What of it? Go out and buy yourself 
some other product. Get something 
equally as good, if you can. But, what- 
ever you are able to get, your custo- 
mers won't go around the corner in a 
body because what they have been lead 
to believe is their favorite entertain- 
ment has moved around the corner. 

If that isn't a plain statement of 
simple business logic, write your own 
ticket. 

And the moral of the tale is, Shout 
your loudest about your own establish- 
ment, about yourself as an expert 
judge of entertainment, about your 
standing as a showman. Exploit your- 
self and your own business first. Then 
give the other fellow what's left, if 
anything. 

Tell your community your theatre is 
headquarters for all that is best in mo- 
tion picture entertainment, regardless 
of who makes it, whose brand it bears. 
Say so in your advertising, in your ex- 



ploitation. Keep in mind that your cus- 
tomers naturally credit you with a su- 
perior knowledge of what constitutes 
good entertainment. You are supposed 
to know entertainment values, just as 
the Pharmacist is supposed to know 
more about the goods on his shelves 
than any layman. 

And when you come to the physical 
problem of telling these things, remem- 
ber that you have one medium which is 
100 per cent efficient. Whatever you 
flash on your own screen is read by 
everyone in the house. There's no 
"waste circulation." There is no waste 
of money. In fact the cost is almost 
nothing. And you are using the most 
appropriate medium. You are reach- 
ing your customers when they are re- 
ceptive, when they are keenly interested 
in whatever you are prepared to say 
about what you are doing for them. 

There are two sides to most argu- 
ments. But it is difficult to find any 
negative side to this one. You have 
at your command these factors of good' 
advertising : Ample circulation, the 
full attention of every reader and ex- 
tremely low cost. 

The question is, will you use this 
medium to build and protect your 
own business, or will you turn it over 
to someone who is, at best, a potential 
competitor? 

If you arrive at the right answer to 
this question, the next move is easy: 
Plan to devote a reasonable amount of 
time once a week to providing yourself 
with a series of screen bulletins that 
will sell your theatre and yourself to 
the theatre-going public. 



Protect Your Patrons Against Accidents 



{Continued from page 51) 
ters that concern the safety of your 
customers, you are not merely avoiding 
trouble and unpleasantness, but you are 
doing something constructive — some- 
thing of considerably more importance 
— building a reputation for your the- 
atre as a safe place. This is important 
with all your customers and particular- 
ly, overwhelmingly important if you 
have much juvenile trade. Parents 
generally give some thought to this 
question where their children are in- 



volved. They will be much more favor- 
ably inclined toward the theatre when 
they have reason to believe that every 
possible precaution has been taken 
against accident. So the maintenance 
of such a policy gives you a bias for 
institutional advertising. Make your 
house known as a safe place by telling 
your customers something of the effort 
you are taking to make it safe and 
there is bound to be a favorable reac- 
tion which you will be able to measure 
at the boxoffice. 



December 26, 1925 



Page 53 





THE CAPItOL THEATRE 
CHICAGO 
JOHN EBERSON, ARCHITECT 



Magnificence 
was the keynote 
of the sym- 
phony for the 
eye in the Capi- 
I tol Theatre, 
Chicago, 111. 



The Capitol Theatre 



CHICAGO, ILLINOIS 



By Dale Evans 



THE Capitol threw open its doors on the 19th of 
January, 1925, and on that day Chicago walked into 
an Italian Garden, with marble balustrades, colored 
•copings, grilled windows, walls with Persian hung rugs, 
distance mirrors, and statuary in the 
carved niches. 

The entrance lobby was inspired by 
St. Peter's in Rome, the main lounge and 
staircase is five stories high, representing 
an Italian patio,— and above is the deep, 
blue sky, so lighted as to deceive one to 
unlimited vastness and depth. 

Artistically and architecturally the 
Capitol Theatre is perfect. Drawn from 
the Italian Renaissance, it adheres truly 
to this style of Roman architecture, con- 
forming in minute details throughout 
the building. 

The auditorium proper is unique, inas- 
much as the two sides are not treated 
symmetrically. The arch above the stage was conceived 
as a triumphal arch supported on columns and roofed with 
a Roman tile roof. On one side of the house an Italian 
palace is effected and on the other is a sunken terrace 
.garden with a temple building, statuary, marble fountains 
and even a gorgeo'us spread peacock struts by the garden 
wall. 

Here, in the theatre auditorium, as in the main lobby, 



the open air effect is featured. An elaborate special light- 
ing system was installed to give the illusion of the sky, 
the clouds rolling by, the gleaming stars and even "yon 
rising moon!" John Eberson, of Chicago, was the architect 
for this beautiful theatre and is respon- 
sible for all the special features and in- 
stallations. The entire structure is 
strictly fireproof, concrete and steel, with 
brick masonry walls and terra cotta 
facade in rich polychromes. There is a 
seating capacity of 3500, and the aisles 
and seats have double the usual space 
required by the regulations. The side 
walls are separated by archways of 
marble columns from which hang 
bracketed lamps. 

Furnished in antique and mannish 
style is the men's smoking and retiring 
rooms, while the ladies rooms are luxur- 
ious in rose and black and done in the 
early Empire style. The entertainment is the best that can 
be given, only the very best releases are shown, and the 
highest type specialty acts booked. A new innovation for 
moving picture houses, and one that is attracting the most 
wide spread interest, is the special presentations which the 
Capitol Theatre features. 

A ballet chorus of the finest talent to be had, under the 
(Continued on page 54) 



A Moonlight Night ! 

An Italian Garden I 

A deep blue Mediterranean sky, 
and soft clouds floating o'er head; a 
slowly rising moon, luminous stars 
that twinkle, wink and are gone! 

This is the Capitol Theatre, the 
palace beautiful of Southside Chi- 
cago, located at 79th and Halsted 
Streets. 

Venice, Florence and Milan, they 
all speak in the soft cadence of 
beauty as one enters the wonderful 
theatre. 



Page 54 



Exhibitors Trade Review 



(Continued from page 53) 

personal direction of a permanent production manager of 
exceptional ability, stages an elaborate presentation every 
week. 

So successful has this theatre been for The National 
Theatres Corporation, that the Cooney Brothers are already 
in the midst of building two more such theatres. Naturally, 
Mr. Eberson is the architect for these houses, which are 
to be built on even more elaborate lines than the Capitol. 
One of the Theatres will be known as "The Avalon" and 
the other as "The Paradise." Construction on the Avalon 
is progressing rapidly and the opening of this house is not 
far distant. 1 

And right here something can be said of the Cooney 
Brothers, J. J. Cooney, and B. J. Cooney, the dreamers, 
the builders and owners of this string of moving picture 
houses ; of the organization they have built up around them, 
and of their plans for the future. 

"Plans for the future?'' echoed J. J. Cooney, when 
approached on the subject, — "why daily developments in 
our business create the new ideas. Today some plan might 
be in the promotion stage, but tomorrow it is an actuality. 
It is done ! And, already before we know it, we are en- 
grossed with new plans evolving from the thing which has 
been accomplished." 

"It's the spirit of the game," volunteered slow speaking 
"Ben," "we are only actors in it. It is a fast game and 
everyone in it is moving faster and farther in every branch. 
We simply try to move faster than the other fellow, — 
sometimes our moves are anticipated, but we' anticipate the 
other fellow's game, too." 

"It is the age of the motion picture industry, just as 
twenty years ago, it was the age of the railroad industry," 
said "Jack" Cooney in his keen, eager manner. "It was 




t 

The Station Fountain Plaza of the Capitol Theatre, Chicago. 
A remarkable piece of Italian architecture, stone flagging, 
fountain head, arbor and bucket. The foliage in metal. The 
theatre is one of the National Theatres Corporation. 



Harriman's day then and Gould's and Hill's. It was noth- 
ing for one of them to start a railroad and then build 
everything that went with it, even to the cities." 

Huge enterprise, enormous finance, great odds and high 
courage, that was the key to the success of the builder of 
railroads yesterday, and that same key fits the moving pic- 
ture industry of today. 

A theatre is built ! Presto, — shops, restaurants, city 
blocks spring up ; new activities, new businesses, new enter- 
prises, — and lo, a new little city is born ! 

Yes, it is a fast game ! 



Unchallenged 



FRANK 



The Palace Theatre, Dallas, lays 
an unchallenged claim to leader- 
ship in Texas 

THE PALACE Theatre, Dallas, lays 
unchallenged claim to leadership in 
Texas. Generous theatre men con- 
cede that it deserves this distinction 
over the entire Southwest. At the time 
it was built, four years ago, it was con- 
sidered the finest of any in the South. 

Courteous personal service has been 
just as firm a cornerstone in the up- 
building of its coveted patronage as the 
granite block on which the physical 
structure was reared. 

The Palace has a seating capacity of 
3,000 with one balcony. The seating 
arrangement is in fan formation, with 
unobstructed vision from every angle. 

This theatre is unique in the fact that 
the exterior is very plain and in striking 
contrast to the interior. The frontage 
is narrow and no pretense is made at 
an elaborate view from the outside. 
Once inside the magnificence becomes 




It is no wonder that the Palace is known 
for its many S. R. O. days. What, with 
a front such as shown above here, blazing 
out anything that could be made a selling 
point. 



Leadership 



Courteous Service Has Been a 
Firm Foundation in the Up- 
building of the Palace 

the more impressive by the contrast. 

In architectural design it is similar to 
the Capitol Theatre in New York, ac- 
cording to A. Vollmer, interior decora- 
tor for the two theatres. For variety a 
few classic adaptations of the Adam 
style have been used in a highly effect- 
ive manner. The principle examples of 
this motiff are the * colonnades to be 
found on either side of the auditorium. 

Gold and tan predominate in the color 
scheme. The drapes and grand curtain 
are a deep blue. 

Gray Tennessee marble, recognized 
as one of the most beautiful and refined 
materials for interior construction in 
theatres of the better class, is used ex- 
tensively in the auditorium and the 
vestibule. The pillasters, walls and 
floors are of marble. 

The vaulted ceiling, with a span of 
more than 100 feet, radiates from the 
top of the entablature and is one of the 
most gorgeous parts of the theatre. 
The panels of the ceiling are of special- 
(Continued on page 55) 



December 26, 1925 



Page 55 



ly designed ornamental plaster after the Adam style, and 
are richly finished in dull blue, ivory, golden-brown and 
wedgwood. The medallions are in white, wedgwood blue 
and Roman gold. 

THE symbols are from famous statuary and paintings, 
some representing historical periods and others of myth- 
ological origin. The frieze is a replica of that in the Parthe- 
non temple at Athens. 

The vestibule is a capacious one. It will accommodate 
hundreds of persons comfortably. In the center a beautiful 
bronze chandelier is hung. 
Three bronze doors of art 
glass panels and French 
design, divide the vesti- 
bule from the lobby. 

The seats are designed 
for comfort, but nothing 
has been sacrificed to 
make them ornate as well. 
They are commodious, 
leather upholstered and 
air cushioned. The rows 
are spaced 32 inches apart 
allowing ample room for 
ingress and egress. 

There are twelve indi- 
vidual boxes on each side 
of the theatre and nine 
loges in the rear of the 
auditorium. 

The orchestra pit ac- 
commodates thirty musi- 
cians and the director. It 
has a separate curtain di- 
viding it from the audi- 
ence. The pipe organ 
console is of the disap- 
pearing type and is situated in the center at the keystone 
point on the orchestra pit rim. 

LIGHTING is from the dome by indirect system, using 
amber and blue lights according to -the season. Warmer 
tones are used in the winter season, such as red and orange. 
Summer colors are lighter including blue and lavender. 

Four Powers machines are used in the booth with one 
spot light and slide lantern. 

A $100,000 weather plant manufactures the weather to 
order. An even temperature of 72 degrees is maintained 
at all times. 

Personal service is a big factor in the policy of the Palace. 




The sole duty of one usher is to greet the patrons on 
entering and bid them good-bye as they leave. From the 
post at the entrance to the vestibule he bows to everyone as 
they pass. There are times, naturally, when this service 
cannot be strictly carried out. Crowds at times make it im 
possible. Departing patrons are always helped on with 
their coats by the ushers at the head of the aisles. 

All ushers are well drilled and their uniforms always neat, 
The uniforms are distinctly military in character and the 
wearers are military in their general bearing. 

In cooperation with a local newspaper a Dallas news-reel 

is shown. This feature 

has attracted a great deal 
of favorable comment. 



THOMAS Lamb, of 
New York, was archi- 
tect and C. D. Hill, of 
Dallas, associate. The 
Palace is reputed to have 
cost more than $1,000,000 
and has adopted for its 
slogan, "Dallas/ Million 
Dollar Theatre." After 
the steel framework was 
in place the building was 
completed in seventy-six 
working days, a record 
for construction. 

Fred A. Jones, Dallas, 
was the consulting and 
construction engineer. 



A fine example of the utmost utilization of seating space in 
a theatre, long and rather narrow. The Palace Theatre, 

Dallas, Tex. 



The building extends 
through the block and the 
rear of the building is of 
unusual beauty in design. 
It is so constructed that the projection is on a parallel with 
the streets in the front and rear of the theatre. Therefore, 
the rear is not a rear, literally speaking, but a side of the 
auditorium. This arrangement obviates the necessity of 
erecting unsightly flys on the opposite street as is usually the 
case where a theatre extends through the length of the block. 

The orchestra consists of thirty pieces and as an added 
feature, presents a symphony concert every Sunday during 
the winter months. It is directed by Alexander Kesse, for- 
merly of the Howard Theatre, Atlanta. 

An atmospheric prologue or some divertisement in keep- 
ing with the picture is presented every week. This is ex- 
ecuted by Keese and the technical staff. The Palace or- 
chestra is noted for its perfect synchronizing. 




Quaint scenes from the Dutch Flower Show Pictures, released by Cranfield and Clarke 



Page 56 



Exhibitors Trade Revieu 



The 

Prologue 

Passes 





Major Edward M. 
Bowes, Managing 
Director of the 
"Capitol Theatre," 
N. Y., and Vice- 
President of 
Metro - Goldwyn- 
Mayer. 



Music the Logical Medium 



IN the opinion of Major Edward 
Bowes, Managing Director of the 
Capitol Theatre, who has also 
launched successfully the presentation 
on Broadway of "The Merry Widow 
and "The Big Parade," the "atmospher- 
ic" prologue to pictures has outlived 
its purpose. ■ 

"A picture is constructed along ele- 
mentary dramatic principles," main- 
tains the Major, "the same principles 
on which a play or a novel is written. 
The story is begun and unfolded m its 
logical sequence of events. How ab- 
surd and incongruous it would be to 
tear out several pages from the middle 
of the book and place it at the begin- 
ning! A novelist does not give an ex- 
position of his story as the preface. 
Similarly, it would never occur to a 
dramatic producer to preface his play 
with a motion picture, an entirely for- 
eign and different medium, and reveal 
the crux of his climax and his plot. 
It would be against all laws of dramatic 
construction and defeat the very pur- 
pose of the play. 



"The Atmospheric Prologue to 
pictures has outlived its pur- 
pose. Music will become the 
logical medicine;' is the opinion 
of Mr. Bowes. 

"A picture is built along the same 
dramatic lines. A scenario is written 
and the picture directed according to 
the logical development of the story. 
All elements which might disclose the 
plot are carefully concealed until such 
time as it suits the dramatic purpose 
of the director to reveal them. Each 
scene has its logical position in the 
development of the story. 

"The prologue defeats that very pur- 
pose. It extracts an important part 
of the plot and reveals and destroys the 
dramatic effect which the makers of 
the picture have gone to great lengths 
to achieve. The medium of the stage 
is different from that of the screen; 
the tempo, the elements are entirely 
foreign; the whole stage picture is so 
far afield from the elements of the mo- 



tion picture as to make the contrast 
appear ludicrous. 

"And yet so many exhibitors feel it 
their duty to give the picture a pro- 
logue. They take a scene in the pic- 
ture from its place in the logical de- 
velopment of the story and attempt to 
reproduce it and achieve a similar at- 
mosphere on the stage. With what re- 
sults? The physical limitations of the 
stage and its accompanying effects, 
compared with the wide and far-flung 
scope of the screen, only serve to make 
the prologue appear in the light of a 
cheap and puny imitation. The care- 
fully developed climax of the picture 
has been revealed and the result is dis- 
tinctly anti-climatic. And when the 
stage scene fades out, it is immediately 
succeeded not even by the opening 
scenes of the picture, which, according 
to all rules of dramatic construction, 
are scenes of pure atmosphere and ex- 
position, but into a succession of credit 
titles and facts in connection with the 
making of the picture. 

"Pictures are made like any other 
[Continued on page 57) 



uece.nber 26, 1925 Fa g e * 1 

Y>i\ v» : 

Planning a Program 

for a De Luxe Theatre^- 



Planning a program for a de luxe 
motion picture theatre is not a mere 
matter of sitting down with a pencil 
and a paper for an hour and picking 
out here and there from the available 
material the items that go into it. It 
means much advance preparation and 
discussion. It means night after night 
of looking at pictures — frequently well 
into the morning — and hours devoted 
to rehearsals. 

The first aim of every program, of 
course, is entertainment. People come 
to the theatre to be entertained. They 
want quality entertainment. They 
want variety. From the Eastman 
Theatre they expect something a bit 
better than they can find elsewhere. 
Our job is to give it to them. 

The largest single item in a program, 
of course, is the feature picture. The 
Eastman Theatre has its choice of prac- 
tically all the screen productions that 
are made. We preview in our private 
theatre on the fourth floor, most of the 
pictures that are made. This gives us 
a wide range of selection, which some- 
times only emphasizes the difficulty. 
Frequently a run of good pictures will 
come at one time. They cannot all be 
played nor can they be held on the 
shelf indefinitely for some future en- 
gagement, for in the meantime they will 
be played in many cities nearby and 
thus appear behind the times when of- 
fered here. In the interim other good 
pictures are coming along which would 
have to be pushed further along in the 
schedule of playing dates. 

From the pictures presented to us, 
which as I said include practically all 
of those produced, we select those 
which we believe offer the best enter- 
tainment value for audiences of the 
type which patronize the Eastman 
Theatre. In making this selection we 
have due regard, of course, for a 
proper variety. We must have a fair 
rotation of dramas, comedies and ro- 
mances. And we must not present the 
same stars too frequently. 

Selection of the feature picture 
comes first because on the length of 
the film depends the make-up of the 
program built around it. An overture 
must be selected, an act or two ar- 
ranged, a short comedy scenic or top- 
ical film selected. The Current Events 
is an integral part of every bill. 

In arranging acts we avail ourselves 
of both outside material and of the 
talent that we have in our own insti- 
tution. A majority of our acts are 
our own creations, originated by our 



By ERIC CLARKE 

Managing Director of Eastman 
Theatre, Rochester, N. Y. 




Mr. Eric Clarke is recognized as one of 
the foremost minds in the industry in the 
planning of programs. His work with the 
Eastman Theatre has been nothing short 
of spectacular. 



products of creative art. They are 
complete artistic achievements in them- 
selves. Now and again there comes a 
picture so colorful, so brilliant, so com- 
plete and comprehensive, that no pro- 
logue within the confines of the limited 
stage could hope to convey ' the spirit 
and atmosphere of the production. It 
would be sheer anti-climax. Such a 
picture is "The Big Parade," where 
this theory was successfully put to ap- 
plication. 

"Music is the logical medium of 
interpreting the mood and character of 
the story, and the music score to "The 
Big Parade" by David Mendoza and 
William Axt of the Capitol Theatre, 
was conceived as a musical counterpart 
of the motion picture. The picture 
needed no introduction ; its strength 
and beauty carried itself. But the scor- 
ing received as much attention as the 
actual making of the picture. Seventy- 



production staff, costumed and staged 
by our own scenic department and pre- 
sented by our own singers, dancers or 
instrumentalists. These acts must be 
arranged weeks in advance in order to 
provide sufficient time for rehearsals. 

Motion picture performances operate 
almost on a split second schedule. 
There must be no waits. The screen 
must never be blank. The slightest 
break in the continuity of the per- 
formance breaks its tempo that much. 
In arranging the program we have to 
consider not minutes — but seconds, be- 
cause the whole presentation must syn- 
chronize with the musical score and the 
slightest break in the continuity mars 
the performance. 

In building up an Eastman program 
it is my task as general manager to 
arrange a bill which shall include the 
constituent parts that I have mentioned, 
with careful consideration of a bal- 
ancing of numbers so as to appeal to 
the greatest possible variety of tastes. 
When I have set it down I call the de- 
partment heads into conference for 
counsel and suggestions. Once the 
bill is decided upon, each department 
takes up its particular work and sev- 
eral days before the first performance 
the whole program has been rounded 
into shape and is ready for the Sunday 
morning rehearsal which precedes the 
week's presentation. 



five per cent of the score was original 
music — especially composed for the 
picture by Dr. Axt. There were 180 
separate numbers. No less than 8,340 
sheets of music had to be marked and 
cued. 

"No prologue could hope to convey 
the magnitude and scope of this pro- 
duction. It could at best only be a 
cheap aping of its spirit. Instead, we 
made of the score a cumulative sym- 
phonic treatment of moods and charac- 
ters. The music carried the mood of 
every scene and followed the action of 
every character. Each person had his 
or her theme which expressed the indi- 
viduality of that person and his devel- 
opment. 

"This is the special province and con- 
tribution of the exhibitor, and, in my 
opinion, the way he can best serve the 
interest of the motion picture and the 
motion picture public." 



The Prologue Passes 

{Continued from page 56) 



Page 58 



Exhibitors Trade Review 



To the right, "Goofy" 
playing the pal to William 
Boyd, as Wally Gay, does 
the friendly act when 
Wally can't exactly 
weather some bad hootch. 
The realistic background 
lends a strong relief to the 
pair. 





"Steel Preferred" 

A Metropolitan Production with Vera Reynolds 
and William Boyd released by P. D. C. 



December 26, 1925 



Page 59 



The 



Grand 



Theatre 




A Theatre Believing That Quality 

Improves With Age 

By RALPH COHEN 



THIS adage seems to sum up the history of the Grand 
Theatre, Columbus, Ohio, as nicely as any lengthy dis- 
course might. This theatre built 25 years ago as the 
Grand Opera House and housing everything from burles- 
que to stock until it passed into the hands of the James 
Amusement Co., in 1922, is as imposing in its presentations 
as it is unpretentious in its exterior appearance. 

When this property was acquired by the James interests 
twelve big posts marred the vision of the audience. For a 
time these obstacles were allowed to remain. Their values 
as liabilities were obvious. J. Real Neth, general manager 
for the organization, devised a plan of removing these, but 
could find no contractor or builder willing to undertake the 
proposition. Finally, a young chap — Charles Carlson, agreed 
to try it. On one Saturday night in 1922 immediately after 
the last show, one hundred artisans of all kinds rushed into 
the theatre, and worked for one week continuously day and 
night removing the posts, placing eye beams across the 
theatre, resting these on girders in the walls and firmly 
placing these in place in the basement. One week after the 
start, the show was opened on schedule time. The name of 
the archietct and contractor who built this structure has 
been forgotten but the engineering feat of Carlson will live 
in architectural annals for years to come. 

The entrance fronts twenty feet on State street, opposite 
the Ohio state capitol. The front of the building is grey 
stone. 

The lobby is twenty by forty. French doors lead both 
into and out of this lobby. 

The theatre proper is seventy by one hundred and fifty 
feet and contains a main floor and two balconies. The 
first has 647 seats. The latter have 325 and 280 seats re- 
spectively. Ten boxes are also located on each floor. Each 
holds six chairs. 



The stage is seventy by twenty-eight. 

The drapes around the boxes are a dark blue. The stage 
set, made by the New York Scenic studios, consists of 
three curtains in a cycloramic effect in front of the screen. 
They are in burnt gold and orange. The organist operates 
their opening and closing. 

No murals cover the walls. Instead the entire surface is 
painted in buff and light blue panels. The ceiling, decorated 
with ornamental plastering, is a cream color. 

The lighting effect obtained in this theatre is original to 
it. A specially prepared canary tint covers each bulb. This 
color was prepared by the Sterling Bronze Co., of New 
York. While the show is in progress the lights in the in- 
direct lighting fixtures, which predominate, are dimmed. 
During intermissions the bulbs are turned on full, bathing 
the audience in a pale-canary glow. 

The organ a three-manual instrument, was installed bv 
the Rudolph Wurlitzer Co., at a cost of $35,000. 

The ProBert Sheet Metal Co., of Cincinnati, made the 
marquee, an ornamental glass and iron affair, installed 
after the change of ownership. 

P. F. Yoerger, Columbus, manufactured the huge three 
story sign which spells out "Grand" in varied colored lights. 

The projection rooms were fully equipped by the Ameri- 
can Theatre Equipment Co., of New York. Among the 
larger pieces included are two Powers motion picture ma- 
chines, one spot light and one double dissolving stereopti- 
con. The lobby frames were also purchased from the above 
firm. Charles Carlson, Columbus, made the booths. 

In the lobby are twelve big carved display frames with 
polychrome mirrors over each. These were made by the 
(Continued on page 60) 



Page 60 



Exhibitors Trade Review 



(Continued from page 59) 
Stanley Frame Co., of New York. In these are displayed 
photographs of the current picture and at least two coming 
attractions. No banners or printed matter are found in 
the lobby display. Hand painted signs are used as a sup- 
plement to the photographs, which vary in size from 11 x 14 
to 22 x 28. 

The employees are outfitted in special uniforms made by 
the Russel Uniform Co., 1600 Broadway, New York. 

The management has decided views on both advertising 
and pictures. All newspaper advertising is hand drawn by 
F. M. Bragdon. This gives the show a chance to tie up 
its lobby displays with its newspaper copy. No heralds 
or other methods are used for non-publication advertising. 
Not a single opportunity to exploit a picture is lost, how- 
ever. The manager, John H. James, especially believes in 
the policy of giving special performances for persons who 
might advertise his attraction. Two recent examples were 
"The Iron Horse" where a special view was shown to fifty 
retired railroad engineers and "The Fool" where a pre- 
view was shown to Columbus clergymen. More than ten 



clerics spoke from their pulpits on the subject of the latter. 

All pictures are first runs. They include Famous-Play- 
ers, United Artists, Metro, Fox, and others. When ad- 
vance sheets from producers tell of an especially good play 
bartering begins immediately. Despite the intense compe- 
tition the Grand usually manages to land the biggest. 

The program consists of features, organ numbers, novel- 
ties, news reel and finally, the feature film. 

At one time, the manager of this theatre was "stung" 
on one film. Appreciating its faults he asked newspaper 
critics to write up the show as poor, apologized to those 
who had seen it and had not liked it and promised the 
money back to others who did not care for it after they 
had viewed it. This one trick made many friends for his 
theatre, which had been under new management for only a 
short time. 

Columbus has not what might be termed a real "Film 
Row." Rather it has a "Film Square." This surounds the 
Ohio state capitol. The fact that the Grand is the only 
theatre on one side of the square helps explain its suprem- 
acy. 



THE REALIZA TION 

OF A LIFE LONG HOPE 

The McDonald Theatre, Eugene, Oregon 

By C. M. PATTERSON 



COMBINING the solidness of the Romanesque, with 
the lighter, free Byzantine, in a skillful blending of 
architecture, the McDonald theatre, Eugene, 
Oregon, is one of the outstanding theatres of the Pacific 
Northwest. The structure is 160 x 160 feet, and one 
story high, of solid construction that other stories may 
be added as necessary. Reinforced concrete construc- 
tion was used throughout, with an exterior of stucco, 
giving a beautiful and durable finish. Stien Brothers, 
well known firm of building contractors, erected the 
structure. 

Massive Roman arches within the lobby are relieved 
by gay colored lunettes on either side, in which color- 
ings of the Orient strike a warm color note. The soffits 
are in warm tones, in harmony with the substantial pil- 
asters. The interior decorations, drapes, murals, etc., 
are a triumph of the 
decorators, giving a 
warm colorful atmos- 
phere of luxury. This 
note is struck upon 
entering a magnifi- 
cent foyer, deeply 
carpeted under foot 
with a heavily pad- 
ded carpet especial- 
ly designed for the 
theatre, to harmon- 
ize. It is neutral in 
colorings. The foyer 
ceiling slopes slight- 
ly. From ornate me- 
dallions done in pol- 
ychrome effect, hang 
handsome ornamen- 
tal lanterns on stout 
chains. The inner 
wall is broken by 
four richly decorated 

arches, and a double The foyer of the McDonald Theatre 
ramp with entrance theatre architecture. And for comfort- 



C harming the Patrons 



at either end. This is elaborated with handsome fres- 
coed railings, and solid newel posts. From these in- 
clines a perfect view of the fover is afforded. On the 
walls, as one ascends, are five scenes from old Norse 
tales. These paintings, though originating in the far 
north, are co-incident with the period, and match up 
faithfully with the surroundings. 

Two aisles lead to the balcony, which is divided into 
two sections with broad aisle between. From this sec- 
tion a full view of the house is afforded. Huge impres- 
sionistic paintings reach from ceiling to floor, in har- 
monizing shades. The ceiling is a masterpiece. It is 
designed to simulate the sky overhead and concealed 
flood-lights with an interplay of color, give a full array 
of pleasing color effects during concerts and special num- 
bers. , Lights are on full booth control. 

Proscenium and 

organ grilles are sup- 
ported by handsome 
Roman pillars. The 
proscenium is 
squared at the top, 
with ornamental 
work in rich color- 
ings lending an air of 
dignity. The Me- 
dieval note is struck 
in this decoration. 
All drapes through- 
out are of heavy vel- 
vet in shades to 
match the surround- 
ings. This is car- 
ried out on the stage 
where the grand 
drape is of burnt 
orange silk plush, es- 
is a triumph in the annals of modern pecially dyed for all 
-the floor is deeply carpeted and padded color effects. 




December 26, 1925 



Page 63 



Interior Decoration 

What Constitutes the Interior Decoration of a Broadway Theatre? 
And What Is the Mission to the Public of Such Decorative 
Schemes as the Art of the Artist Conceives 

By LIEF NEANDROS 

Rambusch Decorating Co., N. Y. 



TWO PROBLEMS confront the modern theatre dec- 
orator who may be selected by a theatre owner to 
embellish the interior of his house. To strike a 
happy medium, that which would at one time coincide with 
the ideas the owner has in mind, and his own high concep- 
tions of the art and history of decoration, the decorator 
must consider the matter of mob psychology, that is the 
tastes of a conglomerate mass of motion picture patrons, 
as well as the matter of a lasting and pleasing interior 
which must perforce perform one of the chief essentials 
of entertainment. 

The box-office is a very sure and competent thermometer 
which registers the degree of success with which a well 
selected architect and his supporting interior decorators and 
painters has solved the problem of creating an atmosphere. 
An atmosphere that can at one time attract the banker ac- 
customed to the splendor and refinements of life; the bud- 
ding debutante in her search for amusement about town; 
and the more staid workers who seek rest and diversion 
after their day's toil. 

We feel certain that even a mediocre play or film pro- 
gram can be made quite charming and memorable if dis- 
played in a beautifully decorated interior. Music, of course, 
helps to a great extent in creating atmosphere. We further 
know that a poorly decorated interior cannot and does not 
entice the fickle public which seeks comfort, rest and 
diversion. 

While all plays or films are transitory, released for but a 
definite period, the decorations are stationary, and must be 
carried out in such a fashion as to appeal to the majority. 
Therefore, all possible care and precaution must be taken 
by the investors to select such men as are qualified to handle 
this particular problem by virtue of their close contact with 
this particular phase of construction and with the knowled